Global Presentation PART 1 (Slides 1-25)

May 2007 Universal PR


Agency name

Summary

• Agency Credentials • Expectations of the client• Situation Analysis

– Data & Facts– Swot Analysis– Media Analysis– Gap Analysis

• Campaign Aim• Campaign Objectives • Expected reputation achieved • Target groups

– Direct– Indirect

• Global Strategy– Concept– Key Message– Slogan

• Local tactics and Actions• Timeline• Evaluation and methods of measures• Budget• Question Time


Agency Credentials


Name of Agency: Our Philosophy

• “Start small, think big”

• Young, dynamic and hardworking.

• Committed to developing effective public relations programs with measurable results.

• Talented professionals.


Agency Name: International OfficesErfurt, Germany

Bangalore, India

Lisbon, Portugal

Cape, Stellenbosch, South Africa

Bournemouth, UK

Boston, USA

Goritza, Italy


Barcelona, Spain

Expectations of the client


Situation Analysis


Data & Facts

Vision and Mission

Competitor benchmarking


Situation Analysis

Strengths • Constant innovation to meet customer challenges.

• Everything under one roof.

• Strong relationships with customers.

• Developing new technologies and Rapid growth.

• Excellent relationships with regulatory bodies.

• Responsible neighbour.

• Links with academic institutions.

• Supporter of good causes.

• Employee development. May 2007 Universal PR

Situation Analysis SWOT

Weaknesses • Size.

• Communication is weak.

• Poor relationships with trade journalists.

• Limited online content.

• Poor online navigation.

• Poor online presence.

• Not at the top position within its industry.

• Lack of history.

• Unknown reputation attributes.



Opportunities

• Emerging markets.

• Innovation in line with emerging social trends.

• Unknown history.

• More people online.

• Westernisation of the world.

• Increasing democratisation of the world.

• Reputation unknown.



Threats

• Competitor activities

• Increasing regulation.

• Environmental legislation

• Pressure group activity.

• Negative media coverage.

• Operating in unstable markets.




Global Awareness of Cognis' Reputational Attributes

1

1.5

2

2.5

3

3.5

4Marketing Orientation

Innovation

Sustainable Development

Wellness

Good EmployerProducts and Services

Communication

Financially Strong Company

Clear Vision

Employees

Trade Journalists

Financial Journalists

General Journalists

Strong

Average

Weak

Unknown

Global Campaign Aim

Increase Cognis’ reputation from weak/average to strong through an integrated internal and external global communications campaign.


Global Campaign Objectives

• Increase awareness of Cognis as a marketing orientated and globally innovative company.

• Raise awareness of Cognis’ high quality and reliable products and services among its target stakeholders.

• Raise awareness of Cognis as a socially responsible company amongst employees and journalists.

• Increase awareness that Cognis is a good employer amongst the media and employees.

• Increase awareness of Cognis’ vision, business strategy and financial

decisions amongst the media and employees.


Expected Reputation

Cognis…

• “understands customer markets”• “is highly innovative” • “develops products to improve way of life”• “develops reliable products and delivers excellent

services”• “is a socially responsible company”• “is a great place to work”• “has a clear vision”• “is a financially strong company” • “is an excellent communicator”


Target Group

• Direct: – Employees– Journalists

• Indirect: – Community– Government– Organisations– Customers


Global Campaign Concept

Create a positive internal corporate culture and communicate it externally to establish Cognis as a

corporate citizen in order to increase its reputation.


Global Campaign Strategies

1. Communicate Cognis’ commitment to innovation by initiating topical and newsworthy information about Cognis’ products and services.

2. Improve Cognis’ reputation through third party endorsement.

3. Position Cognis as the credible voice of issues facing the chemicals industry.

4. Ensure employees are aware of how their role fits within the wider organisation.

5. Engage in transparent communication concerning Cognis’ vision, business strategy and financial decisions.


Cognis: “WE

KNOW HOW”

Cognis knows how to meet consumer demand through constant innovation.

Cognis knows how to solve problems by working in partnership with others.

Cognis knows how to improve performance through working as a team.

Cognis knows how to develop reliable products and services.

Cognis knows how learning from the past can lead to a bright and successful future.


“Leading the way”

“Looking to the future”

“Working together to find solutions”

“Reliability”

“Know your part in Cognis”

Global Campaign Messages1. Communicate Cognis’ commitment to innovation by initiating topical and newsworthy information about Cognis’ products and services.

2. Improve Cognis’ reputation through third party endorsement.

3. Position Cognis as the credible voice of issues facing the chemicals industry.

4. Create a global sense of unity amongst Cognis employees.

5. Engage in transparent communication concerning Cognis’ vision, business strategy and financial decisions.

Global Tactics

• 10 year Anniversary

In February 2009, Cognis will be 10 years old!

• Tactics: - 10 years celebration gift - Global employee scrapbook.- An event in each country - a thank you to employees for making Cognis a success.- Cognis’ history on website - to communicate to the media about Cognis’ past.

• Website Design


Target Countries


Cognis Brasil Ltda.


SWOT: BrazilStrengths

Commitment to social responsibility

Concern for the environment

Respect for employees and community

Strong relation with the society

Vegetable Oil Distillate (VOD) facility

Being one of the companies who doesn’t import

all the prime-materials

The importance of the chemical sector in Brazilian

economy (second sector)

Weaknesses

Lack of communication of the financial activities

of the company

Having a stronger support from general journalist

than from financial journalists

OpportunitiesImproving the quality of life for everyoneGet more attention from financial journalistsInvesting in technology

ThreatsThe ascending costs of energy in Brazil;


Global Presentation PART 1 (Slides 1-25)

Economy & Finance

Transcript of Global Presentation PART 1 (Slides 1-25)