Reinventing the forest as a place to hang out · 2014-02-05 · Charlie, 18, London University...
Transcript of Reinventing the forest as a place to hang out · 2014-02-05 · Charlie, 18, London University...
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Reinventing the forest as a
place to hang out
air.pr
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• Our Philosophy:
• We ensure our clients can breathe easy as soon as we are on the task
• We have great experience working with companies promoting outdoor leisure activities
air.pr – a fresh take on your PR needs
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Marianne Røkke
Creative Director
Frederikke Saust
Graphic Designer
Zsuzsanna Matyak
Digital Communications Director Rosa Mattsson
Campaign Manager
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• Trekking Britain
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Charlie, 18, London University Student
Very web and tech savvy.
Likes doing Xbox championships, movie/pizza nights,
flat parties, Plays a little football with friends, Enjoys hanging out with
friends .
Goals: Be a babe magnet. Belong to a cool group of friends as he feels
a bit lost being first away from home
Transport: Public transport
Issues:
1. Looking for interesting leisure activities
2. He doesn't have money; he needs to save as much as he can
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• Very web savvy. Uses her Android phone a lot
and uses Instagram to record snapshots of her life
• Enjoys movies, clubbing, shopping. Enjoys
hanging out with friends.
• Income: Low (Student loan and scholarship)
• Actively searching for student discounts
• Transport: Public transport
• Goal: Wants to be healthy and look healthy
• Issues:
• Hanging out in the kitchen all the time is boring. She would
love a fun alternative where she can unwind with her friends.
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“I sometimes get tired of just hanging
around the kitchen, but we don't really
have the money to do day trips and
stuff"
“Oh my god, I love the forest. Haven't
been in one in ages though"
"Forest? Forest? Forest? There are no forest
around at all! How would I have gone to the
forest?"
"In the forest you can walk, and jog, and walk
your dog, and go on a romantic walk."
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1. Increase awareness of the accessability of the Forestry
Commissions forests around London amongst 18-24 year olds
2. Increase awareness about the possibilities in the Forestry
Commissions forests around London amongst 18-24 year olds
Key Messages:
1. The FC forest is just a tube-ride away
2. The FC forest is a great place to hang out with friends
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Week 1: Deer Stunt on Tube + Twitter +
#Bestplacetohangout
+ surveymonkey
Week 2: Release video
of stunt + update website
+ News Releases + Survey +
Facebook page
Week 3-6: Facebook
Competition Launch
Week 7-8: Competition aftermath
and evaluation
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• Launch a survey on University student groups on Facebook asking how they spend their free time
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• Release of deer-stunt video on Youtube
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• Ammendments to web-page
• Youtube
• Vine maps
• Competition
• Photos
• Tubemap
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• Tube map etc
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• University Newspapers
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• Traditional media:monitoring
• Mention – 100
• Reach
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• Social media Goals
• Twitter Followers – 10 000
• Favourite and ReTweets - 300
• Hashtag users – 3000
• Vine shares and favourites - 150
• Facebook likes - 7000
• Picture uplods on Facebook - 500
• Shares and likes for the Pictures – 300/1500
• Unique visitors for Forestry Commission - 7000
• Downloads of map – 5000
• Youtube
• Youtube video views – 15 000
• Shares - 5000
• Likes - 200
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• Compare the 2014 annual Forestry Commission Statistics with
the 2013 figures in regards to visitors age-group 18-24
• Goal: Double the number of visitors from last year within the target group
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Website: £ 4000
Competition: £ 4000
Press release: £ 1000
Social media management (Facebook, Twitter): £ 10 000
Vine map: £ 2000
Supervision: £ 6000
Evaluation: £ 6000
Youtube video: £ 7000
Total: £ 40 000
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