Girlguiding Presentation
19
GIRLGUIDING UK Prism Communications Proposal 11 December 2009
description
PR campaign for Girlguiding UK centenary year recruiting.
Transcript of Girlguiding Presentation
GIRLGUIDING UK
Prism Communications Proposal
11 December 2009
About Us
• Europe’s leading boutique PR consultancy
• Specialising in NGO and Consumer PR
• Experienced in Media Relations Social Media Event Management Crisis Communications
Our Clients
• Winner of Brand Experience Award 2009
• Winner of ‘Specialist Consultancy Of The Year’ at the PR Week Awards
• Winner of ‘Best Not for profit Relations Campaign’ award at the CIPR Excellence Awards.
Our Achievements
The issue
• 50,000 girls waiting to join GirlGuiding UK
• Not enough student volunteers
What they say
For me, Girlguiding is traditional and
boring, are they with the church?
Emily Turner17High School Student
Somehow I find it a bit geeky. There are other more
exciting & challenging
volunteering.
Jenny Hawkins20College Student
What They Say
Girlguiding is not cool …I think they need to become
more modern and contemporary.
Maria Lewis19College Student
What They Say
The Problem
Image Perception:
GirlGuiding is perceived as traditional and boring organisation teaching conventional skills to
girls.
Objective
• To change the perception of Girlguiding to fun, funky, cool, modern and contemporary
• To increase the number of student volunteers by 20%
Our Target
• Female students
• 16-25 years old
Media Channels
• New Media: YouTube, Facebook, Twitter
• Linked Blogs on Girlguiding Official Website
• Print Media: Bliss, Teen Vogue, Elle Girl UK, Seventeen, Twist Magazine
• TV: MTV UK, Disney.co.uk
Strategy
Phase 1
Phase 3Phase 2
• Press Launch
• Life in Girlguiding
Video
Meet and Greet
Party
PHASE 1- Press Launch
• Location: ICANDO, London, headquarters of Girlguiding UK
• Announce celebration of centenary
• The ‘Hi-Five’ Project
• A Short video of the girls
PHASE 2- Life in Girlguiding UK
• Weekly update of ‘Hi-Five’ Girlguiding volunteers’ videos during 100 days
• Create a fan base for each of them
• Online viral communications to recruit more student volunteers
PHASE 3 Meet & Greet Party
• Fanbase meet the ‘Hi-Five’ girls
• Invite the public & press to ICANDO facility for a celebration
• Sign up any new volunteers.
Measuring and Evaluation
Through out the Campaign:• Increase in the number of student volunteers • Number on the website visiting• Search engine results• Online poll inserted in the blogs
Final Evaluation:• Media Coverage • Specific data tracking of fanbase• A survey in selected schools and universities
Contact us
Address: 11. Soho Road, London, UK, NW1 7JKWeb site: www.prism.co.uk Tel: +44 8543 734 132
Jey Bernal: [email protected] Czako: [email protected] Heerah: [email protected] Kapoor: [email protected] Wu: [email protected]
THANK YOU!
