THE WILKINSON SWORD AWARD FOR PUBLIC RELATIONS

EXCELLENCE 2016

Category 7 entry – Best PR event

Supporting Material

EVENT:

GLASGOW AND LANARKSHIRE BATTALION

ARENA DISPLAY with the theme

FUN ● FRIENDSHIP ● ACTION ● ADVENTURE

Saturday 27 Aug 2016

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Included in the following pages is a great deal of information that may be of limited interest, but we feel that it is important to reflect the degree of planning and preparation, and the considerable amount of practical effort by the officers, adult volunteers, professional support staff and cadets that that was necessary to ensure that the event was as good as it could possibly be and making it (amongst other things) a worthwhile PR exercise. Where an image of a document is included with the text, the original document is available to be viewed/downloaded via a DropBox link.

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CONTENTS

page supporting documents provided

Planning The event programme

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Allocation of sequences Allocation of Sequences

Key responsibilities Key Responsibilities Dry rehearsals

Guests 5

Invitation flyer Invitation

Getting ready Production Schedule and Script

6 Sequence plan example

Guest list

Printed programme Printed programme

Almost there The arena

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Branding

Video and audio inserts Graphics Running Order Audio Inserts Running Order AV schematic

On the day Schedule

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Schedule for the day Rehearsals

Photography

Video support

Guest management

Security, parking and the piper 10

Reception

Post event Publicity

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Example of press release Reaction Extracts from response file

What has been achieved

Planning the next time!

And finally Pictures from the day 14

Video release www.tinyurl.com/FFAA2016

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PLANNING

An arena display with the theme of FUN, FRIENDSHIP, ACTION and ADVENTURE was the event, with the aim of giving our invited guests the opportunity to see the wide range of activities undertaken by today’s Army Cadets. Initial planning required a number of key decisions to be made. Although, inevitably some of these would change over time, it was important to have a master plan that everybody could work to including:

Timeline for preparation and delivery of the event.

The event programme. This was modelled on the previous display with a few minor changes.

Allocation of sequences. Each of the sequences was allocated to an individual detachment to allow them to prepare and rehearse prior to the event.

Event Running Order and the allocation of detachments to individual sequences

(page E of the planning document)

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Key responsibilities

Key responsibilities (page B of the planning document)

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GUESTS

In drawing up the guest list we were aware that over 250 invitations had been sent out last time but less than 60 had bothered even to reply! In particular we had invited Head Teachers from all the secondary schools and College Principals in our area, but in the end only one (from a local college) attended. So on this occasion we offered invitation packs to cadets and asked them to personally invite their ‘favourite’ teachers. While this saved considerably on postage, the actual response was still disappointing – even the schools were we have good relations, including those in the ‘linked schools’ scheme failed to response to the initial invitation. We invited:

• All local MPs and MSPs • Lord Provost and provosts and councillors • Community and business leaders • Supported charities • COs and OCs of Reserve Forces units in the Bn area • Gate Keepers and other individuals nominated by our CFAVs • Teachers/head teachers nominated by individual cadets

We invited the Brigade Commander as the principal guest, but as he was going to be on leave, the Assistant Brigade Commander was tasked in his place. Flyer to accompany invitations

A4 folded; 4 pages; printed on 160 gsm matt paper

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Invitation

A5 printed on 250 gsm matt card

View/Download

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GETTING READY

Over the nine month lead-in time a number of actions were taken and a number of documents produced including:

Production Schedule and Script – The sequences were fine tuned (basically 18 versions of the example shown). The final document ran to 94 pages!

Example of a sequence plan

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The guest list was finalised and seating arrangements agreed.

The printed programme was designed and printed. As we had agreed to give all the guests a copy of the Battalion Annual Review, we decided to keep the programme simple – there was no point in repeating the achievement details etc of the cadets.

Printed programme Square 210 x 210; 8 pages; printed on 160 gsm matt with 200 gsm matt cover

View/Download

Planning updates were held and the final planning meeting took place at Annual Camp (Z minus 28 days).

Some of the more complex sequences were ‘dry rehearsed’ at detachment locations between the end of camp and the display weekend.

Decisions were made on what wines and nibbles should be provided at the reception prior to the event.

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ALMOST THERE

Final preparations were made including:

The tarmac on the ‘arena’ (the Cadet Training Centre car park!) was repaired, the grass cut, the marquees, tents and gazebos looked out and a local company contracted to do a final mechanical sweep of the area on the day before the event.

In addition to the branded gazebos and banners A1 Fomex boards were designed and printed and placed around the arena and on the guest approach areas.

Video and audio inserts were assembled. A StillsStore

programme on a computer provided an introductory slide to the vision mixer for the start of each sequence and music and effects tracks were sent to the PA system via a

CombiWave DJ type programme.

StillStore Graphics Running Order

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Audio Inserts Running Order

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Production Control : AV schematic

View/Download

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ON THE DAY

All the cadets involved were accommodated overnight at the Cadet Training Centre which allowed us to have an early start with final preparations and rehearsals.

Video support with graphics, three cameras and vision mixing equipment was provided without charge though contacts in the AV business. Two large screen monitors were hired to display the visual content to guests.

The key production team on the day was a producer, arena director, arena manager, video director, camera supervisor and announcer.

A stills photographer from the Battalion also covered the event for publicity and posterity.

The schedule for the day

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Some of the Production team (l to R) – Video Director,

Arena Director, Announcer. Camera supervisor

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GUEST MANAGEMENT

‘Managing’ guests was an important part of delivering a memorable experience for those attending.

Cadets at the entrance to the training centre checked the guest’s arrival and directed them to the parking area.

Cadets guided them to the reception in the mess where a cadet piper welcomed them.

Cadet waiters ensured that drinks and nibbles were always on hand.

As the piper led them from the mess to the arena, cadets provided the guests with a copy of the printed programme

The various ‘duty’ cadets on the night joined the final parade of the display and when the announcer acknowledged their presence, they received an appreciative round of applause from the guests.

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POST EVENT

Publicity While we provided a press release to various local newspapers (highlighting local MP/MSP attendance and/or local cadets’ involvement) and to the Daily Record group who provide on-line editions of various local titles, no coverage was provided, which was disappointing but not unexpected.

Press Release template

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Reaction Response, both from the guests who attended the event and those who viewed the video, was good. While routine ‘thanks’ letters etc following such events are expected, many used words such as ‘exceptional’, ‘fantastic’, ‘imaginative’ and the like. A common comment by guests was that they were surprised by the scope of achievement gained through the Army Cadets.

Extracts from response file

View/Download

What has been achieved? As always it is difficult to define exactly what has been achieved from an event of this type and what its ‘PR’ value has been. There is little doubt that those who attended came away with a greater understanding of what being an Army Cadet is all about and had the opportunity to see in action our cadets undertaking a wide range of activities encompassing the

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theme Fun, Friendship, Action and Adventure.

Perhaps MPs and MSPs will be more knowledgeable when relevant matters are discussed in parliaments, as will be local councillors.

Reserve Forces commanders may know a little more about the detachments that share their centre.

Our various partner organisations may better understand when we can work with them (and also why we cannot always help them out!)

The business leaders and gatekeepers in our community may remember service in the cadets and the qualifications obtained by cadets as something to be admired and appreciated.

And when the local police inspector makes contact with one of our cadets (as he will inevitably do sooner or later) he may be (just) be a little more understanding

And of course through coverage on the web and on Facebook and through our blog, many others who were not guests at the event will see and appreciate what the cadets have achieved.

Planning the next time! It seems likely that we will deliver a similar display in two years time and the ‘wash-up’ highlighted the matters that need to be considered in due course. The event is hard work for all involved but the cadets certainly enjoy it - nothing beats getting a round of appreciative applause - and the PR/marketing advantage is clear (although not always readily quantifiable). And as someone has suggested, why not invite parents? And indeed that would be worthwhile, but even if the parents of just the cadets involved in the display were to attend, then that’s a potential increase of almost 200 spectators. Do we have the seating; do we have the parking; we have the toilets? But never say no.

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AND FINALLY

Some pictures from the day on the pages that follow …

... and the highlights video can be viewed at www.tinyurl.com/FFAA2016

Introducing the Battalion Recruit drill

Air rifle shooting Target rifle shooting

Personal camouflage …. …. and concealment

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Skill at Arms – the Cdt GP Skill at Arms – the LSW

Navigation Sport - Cross Country

Table Tennis Javelin

Volley Ball Hockey Climbing Archery

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Tug of War

Log Run Expeditions

At the camp site First aid

Individual achievement

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Pipes and drums

Command tasks Fieldcraft exercise

Fieldcraft exercise Senior drill …

…. Including a silent drill routine Final parade

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Cdt RSM and Assistant Brigade Commander Assistant Brigade Commander

The guests … watching

The arena party Guest management team after the event

Highlights video at www.tinyurl.com/FFAA2016