Workshop L - AMEC Global Summit Barcelona · 2018. 6. 19. · Success •Positive Press in top-tier...

Workshop L

Workshop Day Sponsor

Nadin Vernon, Strategy Consultant, PRIME

Research & Vice-Chair, AMEC European Chapter

Lukas Raahauge Frederiksen, Senior Analyst &

Senior Consultant, Infomedia A/S

Katie Florence, Strategic Communication Manager,

Department for Education, UK Government

Moderator: Johna Burke, CMO, BurrellsLuce

#amecsummit Amecorg amecglobalsummit.org

Johna Burke

CMO, BurrellesLuce


Title

THANK YOU!

Q&A

amecglobalsummit.org #amecsummit Amecorg

Nadin Vernon

Strategy Consultant, PRIME Research

Vice Chair European Chapter, AMEC

amecglobalsummit.org #amecsummit Amecorg

The Importance of

Success-Based

Marketing

Paid, Owned and Earned: Finding and

Applying Insights from Integration

@UKPrimeResearch

@nadinvernon amecglobalsummit.org

Marketing And PR – Blurred Lines

Definition

Marketing

• The action or business of promoting and selling products or services incl. market research and advertising

Role

• Supports the Sales Team

• Handles Advertising

• Focused on Promoting and Selling

Metrics of Success

• Meet or exceed sales goals

• ROI

• Buzz from customers, social media followers, influencers and the public

Definition

PR

• The professional maintenance of a favourable public image

Role

• Supports the larger Brand

• Handles Press

• Focused on Maintaining Pos Reputation

Metrics of Success

• Positive Press in top-tier publications

• Powerful speech by company exec at high-profile event

• Buzz from social media followers, journos, influencers and the public

Source: Alex Honeysett, Brand & Comms Strategist

@UKPrimeResearch


Leveraging Content Marketing

“(Content) Marketing is a

lot like a first date. If all

you do is talk about

yourself, there won’t be a

second.”

David Beebe, Ex Content Chief at

Marriott International

@UKPrimeResearch


Insights for the Marketing Team Fun

Family Oriented

Trustworthy

Edgy

Modern

InternationalDynamic

Young

Sophisticated

Connected

Digital

@UKPrimeResearch


Matching Ambassadors via Semantic

Profiling

@UKPrimeResearch


An Award Winning Case Study PRIME Research and Oxford University’s

Reuters Institute for the Study of Journalism

(RISJ) win Gold for Best Measurement of a

Public Sector Campaign RISJ Objectives

• Encourage debate over role of the press

• Engage policymakers

• Attract speakers/delegates to Westminster

event

PRIME Objectives

• Generate awareness/interest new

business

• Promote PRIME Policy Research Centre

@UKPrimeResearch


Growth via Success-Based Marketing

http://reutersinstitute.politics.ox.ac.uk/our-research/uk-press-coverage-eu-referendum


Lukas Raahauge

Frederiksen

Senior Media Advisor, Infomedia


Repairing a leaky

brand

…by integrated communication

research synergism


Faucets


The client


The brief/objective

•Map the competitive business

landscape

•Develop analysis and evaluation

framework

•Reposition the brand


The strategy

Formative

Process

Summative


Consumer/ Market Research

Measurement design

Media Content Analysis

Stakeholder Analysis

Integrated research synergism sweetspot


Media Content Analysis


Consumer/ Market Research


Stakeholder Analysis


Client feedback

“Initially, we believed the brand just needed a bit of “dusting”, but following the results of

the first report, we soon realized that we were on a much larger journey.

Our brand perception was vastly different to consumers’, our primary channels of

communication were cannibalizing, and our market and customer focus was skewed.

The report provided a foundation, a beacon, with which the journey could be embarked.”

- Liza Andersen, Damixa Head of Communication & Marketing


Katie Florence

Strategic Communications Manager

Department for Education


Together we can

tackle child abuse

A case study from UK Government

Communication Service


The issue “We need to mitigate the risk to children by ensuring that alongside system

reform members of the public are confident in their collective obligation to

recognise the complex signs of abuse and neglect and act on them”.

Assistant Director, Child Protection and Safeguarding.

The role of communications:

• Help people identify the complex signs of abuse and neglect.

• Educate people on where and how to make a report.

• Challenge public perception - that certain behaviours in children could be a

sign of abuse, rather than the failings of a child.

• Reassure people that a report provides ‘one piece of the jigsaw’ of

information. It does not automatically lead to the removal of a child.

• Reassure people that it is ok to discuss their concerns.

• Reassure people that reports can be anonymous.


• To challenge perceptions, address barriers and give more people the

confidence to act on their concerns by:

Increasing the number of local authorities delivering the campaign from 112 to 122 by

April 2017 (Advocate)

Doubling the number of visits to our campaign page from 85,000 to 170,000 by April

2017 (Educate)

Increasing the percentage of people who claim to report suspicions about child abuse

from 14% to 24% by April 2017 (Act)

Objectives


Partners:

• 152 local councils in England.

• Charities campaigning for children and families.

• Voluntary and community groups supporting children and families.

• Energy companies visiting the home (eyes and ears on the ground).

“It’s not my responsibility

to get involved in other

peoples business”

“I don't really know what

abuse and neglect is really.

I guess you would know if

you saw it”

“I think I’d rather tell a

friend than an ‘authority’.

I’m not sure which

authoritative person you’re

supposed to go to”

“I would feel really bad if

my suspicions were wrong

and a child got taken away

from their family”.


Reassure: ‘Intermediary step’


Implementation • Out of home, digital and radio

advertising.

• Free digital toolkit for partners

• Online quiz

• Educational partnership with England

wide utility companies

• Dedicated campaign website

• Social media

• Stakeholder engagement, voluntary

and community sector advocacy.

• Media moment: ‘child protection week’

in partnership with LBC radio.


Outputs: No. of articles or broadcasts

Outtakes: Awareness of issue Outcomes: Advocacy by third parties

Organisational Impact: By increasing awareness (confidence to report, knowing where to report, knowing signs to spot etc.). we have improved

education and understanding so that as and when a child is genuinely in need of support, it can be identified and acted upon quickly.

Score


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Workshop L - AMEC Global Summit Barcelona · 2018. 6. 19. · Success •Positive Press in top-tier...

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