Deliverable D6.2: Media and promotional campaign and communication report

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1 Grant Agreement No. TREN/FP7/TR/218621/ PROPS Deliverable D6.2: Media and promotional campaign and communication report Project Start Date: July 1 st 2008 End Date: June 30 st 2011 Co-ordinator: UPRC Deliverable Document type: Report No: WP No: 6 WP Leader: Land of Bremen Due date: Jan 2008 Dissemination Level: Submission date: Distribution Group: PU PROPS Consortium, EC A Project supported by the European Commission. Directorate-General for Energy and Transport.

2 Document summary information Authors and contributors Initials Author Organisation Role AP Adam POWELL Bell Pottinger Author NC Neil CAMERON Bell-Pottinger Author KS Karsten Seidel LB - ENC Contributors Revision history Rev. Who Date Comment 1 BPG, LB D 6.1 summary and Annex 1 table 3 BPG, LB Final Draft Quality Control Who Date Checked by WP Leader ISL/ Land of Bremen Reviewed by UPRC Approved by Coordinator DISCLAIMER Use of any knowledge, information or data contained in this document shall be at the user s sole risk. The members of the PROPS Consortium accept no liability or responsibility, in negligence or otherwise, for any loss, damage or expense whatsoever incurred by any person as a result of the use, in any manner or form, of any knowledge, information or data contained in this document, or due to any inaccuracy, omission or error therein contained. The European Commission shall not in any way be liable or responsible for the use of any such knowledge, information or data, or the consequences thereof. Page 2of 9

3 Media and promotional campaign and communication outputs TABLE OF CONTENTS 1. Overview 4 2. Background previous SSS campaigns and media feedback 4 3. Objectives 4 4. Activities Proactive PR proposed actions Reactive PR Other creative suggestions Working with the European Shortsea Network 8 5. Reporting and administration 8 6. Evaluation 9 Page 3of 9

4 1. Overview This report is the first in five media campaign communication reports and provides additional information to the marketing plans contained within Deliverable 6.1 and should be read with reference to the earlier document. Specifically, where 6.1 provided detailed recommendations about how PROPS should strengthen awareness of SSS within the industry (as well as assisting SPCs with their marketing efforts), this plan concentrates on ways to promote SSS and intermodality with the media and other outside bodies. Bell Pottinger has already undertaken some work as part of 6.2, which has given us some initial insights about best practice methods (please refer to Deliverable 6.1 and its Appendix for more details). This information has helped us to shape the contents of this document. We anticipate that the proposed activities for 6.2 outlined below will be further refined over time, as more promotional work is carried out. We will communicate what we have collectively learnt, and any changes in approach that are generated as a result, within the quarterly coverage reports (please refer to the reporting and administration section below). 2. Background previous SSS campaigns and media feedback Before compiling our recommended media and promotional activities for PROPS, Bell Pottinger undertook some research into how previous SSS campaigns were publicised. We also talked to some journalists who report on SSS and general transport issues. We undertook these actions in order to gain a better understanding of how PROPS should differentiate itself, so that the media and other important influencer will find our communications to be original, newsworthy and relevant. The programme that generated by far the most media coverage in recent years was the Motorways of the Seas approach (MoS). Overall, there were mixed opinions about the programme s effectiveness. Although Lloyd s List reported that the MoS approach was well-supported in some countries, including Greece and Italy, other titles, such as the European Report and Scotland on Sunday, thought that the programme would struggle without state aid. This last point was echoed in an interview featuring Joaquim Azeredo, managing director of K Line in Portugal. He said: Something needs to be done to make shortsea shipping easier and more practical. If no law is passed then it is difficult to see how Motorways of the Sea can get support. The idea is good to take cargo from the roads, but it is far easier and quicker to transport by trucks. 1 When speaking to journalists, Bell Pottinger also noticed mixed sentiments about SSS. Robert Wright, the Financial Times Transport Correspondent, welcomed the creation of PROPS and hoped it could assist the European shipping sector, which to him appeared precarious. However, Justin Stares, Brussels Correspondent for Lloyd s List, was critical of the MoS impact, partly because he believes that companies are already well aware of the best way of transporting goods for their purposes. 3. Objectives Bearing in mind the partially contradictory situation, or media reception, outlined above, we propose the following objectives: Present the media and other influencers with new and interesting information concerning SSS and intermodality 1 Motorways of the Sea in motion with handbrake on, Lloyd s List, Thursday 14 May 2009 Page 4of 9

5 Ensure a regular flow of press releases and other material is generated, to help convey that PROPS is making significant progress Use PR to support the marketing workshops in 2010 and 2011 (as outlined in Deliverable 6.1) Key audiences We believe that PROPS should communicate with these groups regularly in order to disseminate the project s progress as widely and effectively as possible: Relevant journalists working for global/european media predominantly published in English, including shipping and marine titles that are read around the world (such as Lloyd s List and Fairplay). In addition, we would also target general news/business titles, especially those with dedicated marine and/or Brussels-based correspondents (such as the Financial Times, the Times, Wall Street Journal Europe). Relevant journalists working for regional/national media within Europe we envisage that media titles situated in major ports and near PROPS consortium members business locations will be interested to receive news updates, especially when marketing workshops are being held in their area. European marine-related institutions, trade organisations, pressure groups and think tanks we anticipate that our PROPS partners will assist us in finding the best ways to communicate with the relevant people within these bodies. The European Commission, SPCs, PROPS members and connected organisations we must ensure that our internal communications procedures enable information to be communicated quickly and effectively. 4. Activities We have divided this section into two parts: Proactive PR, focusing on the creative work that Bell Pottinger will undertake to publicise PROPS, along with proposed methods to open communication channels with the media Reactive PR, which details how we will respond to journalists enquiries 4.1 Proactive PR proposed actions Task Press releases We propose issuing a minimum of two press releases every month, starting in August Topics would be agreed with advance (ideally during the monthly marketing conference calls identified in Deliverable 6.1), with Bell Pottinger responsible for researching, drafting and issuing all press releases. In order to ensure that press releases are sent out in a timely manner, we recommend that each one is approved by the relevant colleagues within 48 hours. Task Journalist interviews and articles Proposed interviews fall into two categories: those arranged by Bell Pottinger to promote PROPS news and important workstream initiatives; and those that provide topical commentary on industry issues (for the latter, please refer to task for further details). We would like to arrange a minimum of one interview or article per month, but will actively attempt to secure more whenever possible. Occasionally, we would aim to organise interviews at key ports that provide excellent SSS and intermodal services, so journalists can see the benefits on offer for themselves. Task Promoting case studies As outlined in Deliverable 6.1, in addition to the case study materials being prepared within WP2, we would like to offer assistance to increase the number of case studies generated during the duration of the PROPS programme. (This process may become easier if we work more closely with the European Shortsea Network (ESN) please refer to the relevant section of this document for more details.) Page 5of 9

6 Bell Pottinger has currently proposed delivering at least two new case studies every quarter, from August 2009 onwards. For each case study, we will engage with the media to see how they can be utilised online and within target publications. Task Promoting examples of PROPS workstreams knowledge An important element of our communications activities will involve, wherever possible, promoting the work undertaken by other PROPS workstreams. By doing so, we will be able to demonstrate both the breadth and the effectiveness of the SSS initiatives that are on offer to the shipping sector. Possible examples for promotional purposes include the detailed business cases being prepared within WP2, WP1's stakeholder survey and the online supports under development by WP3. The methods we would use to promote workstream activities would involve a mixture of press releases, interviews and longer feature articles within relevant media titles. Task Develop spokesperson database We have recently been in touch with journalists who were interested in receiving comments from people connected with PROPS to include in news articles. To make this process easier to manage in the future, we recommend creating a database of experts from within the PROPS network, along with information about the relevant topics they could discuss with the media. Over time, this database could be extended to include SPC and ESN representatives, as well as spokespeople from logistics companies and major SSS customers. In this way, we will develop our capability to quickly provide journalists with timely and relevant information about SSS whenever suitable opportunities arise, which will help to promote its advantages and intermodal links. T6.2.1 Press Releases - Researching, drafting and issuing press releases BPG Twice monthly commencing - Review and approval of press release PROPS Plenary August 2009 Within 48h of receipt T6.2.2 Journalist interviews - Interviews to promote PROPS BPG news and important workstream initiatives Monthly - Interviews to provide topical commentary on industry issues BPG/PROPS Plenary (see 6.2.5) - Interviews at key ports to showcase excellent SSS and Intermodal services PROPS Plenary Duration of project T6.2.3 Promoting Case Studies - Delivery of 2 case studies in addition to the case study materials being prepared within WP2 BPG /PROPS Plenary Quarterly commencing August Media engagement to maximise publicity online and within target publications BPG Duration of project T6.2.4 Promoting examples of PROPS workstreams knowledge -Detailed business cases prepared within WP2, WP1's stakeholder survey and the online supports BPG /PROPS Plenary Duration of project Page 6of 9

7 under development by WP3 -Press releases, interviews and longer feature articles within relevant media titles BPG/PROPS Plenary Duration of project T6.2.5 Develop spokesperson database - Creating a database of expert BPG August/ Ongoing commentators from within the PROPS network including areas of expertise - Expansion of database to include BPG (assisted by PROPS Ongoing SPC and ESN representatives Plenary) - Expansion of database to include spokespeople from logistics companies and major SSS customers BPG (assisted by PROPS Plenary) Ongoing T6.2.6 Promoting workshops and final conferences -Communication plans BPG/PROPS Plenary In advance of events -Press releases and PR materials BPG In advance of events -Local and international media relations BPG/PROPS Plenary In advance of and during events - On the ground PR Support BPG During events -Media facing event summaries and BPG/PROPS Plenary 48h following event conclusions - Dissemination of relevant information to PROPS website and stakeholders BPG/ PROPS Plenary Ongoing Event Where When SPC Attendance 3 rd Stakeholder Workshop Varna (BU) 5-6 October 2009 Requested 1 st Regional Marketing Workshop Bremen (DE) Feb 2010 Desired 2 nd Regional Marketing Workshop Turku (FIN) June 2010 Desired 3 rd Regional Marketing Workshop Lisbon (PT) February 2011 Desired Final Conference Piraeus (GR) June 2011 Yes 4.2 Reactive PR Bell Pottinger will provide a press office service on behalf of PROPS. The main tasks that we will undertake are: Dealing with all journalists' questions (we have created a special address shipping@bellpottinger.co.uk and a dedicated phone number: Providing press releases, brochures and other materials to the media and other relevant trade and political organisations Providing assistance to SPCs enquiries related to their marketing activities Page 7of 9

8 4.3 Other creative suggestions In order to ensure that a regular flow of interesting and original PR materials is generated throughout the entire lifecycle of the PROPS project, Bell Pottinger and other partners will dedicate time each month to devising creative PR ideas (these will be discussed within the monthly marketing conference calls see reporting and administration before being written up into reports and circulated to all PROPS members). Some initial thoughts follow below. Development of a kitemark logo, that can be awarded to companies providing excellent SSS/intermodality transport services to their customers (this could also include recognition of the companies' care for the environment). The kitemark could be awarded by SPCs and used by them for as part of their promotional purposes. The launch of the kitemark scheme, and updates about its usage, would provide useful material for PR purposes. Promoting SSS and intermodality as a way for companies to improve their environmental and corporate responsibility policies. We already know that Proctor & Gamble has adopted a similar approach and the company could be used as a case study for promotional purposes, to encourage others to follow suit. Digital communications in order to spread information about SSS and intermodality as widely as possible, we would like to consider a number of initiatives. Currently, these include the occasional use of digital press releases to promote major developments or activities (the marketing workshops are one consideration). Here is a link to a recent digital release for HSBC s Future of Retirement report ; organising online debates that focus on important SSS and intermodality topics; and making greater use of sound and video footage on the PROPS website (some of which can also be placed on YouTube and other sites). Other internet marketing initiatives. As briefly indicated within T6.1 (section 1.1.4), we did consider whether it was possible to undertake some viral marketing campaigns that could be used to promote SSS. The PROPS Brussels meeting in July 2009 concluded that, primarily for budgetary constraints, it was not realistic to propose large-scale projects that needed a great deal of creative input. Therefore, we have suggested in the previous point other digital communications activities that could be undertaken. In consultation with partners like SSN, we will constantly review our online presence and prepare quarterly recommendations about how to enhance it. 4.4 Working with the European Shortsea Network Following the meeting between PROPS and ESN in July 2009, Bell Pottinger indicated that it would be pleased to assist the ESN s promotional activities in the following areas: Develop and publicising modal shift/intermodal case studies - we can work with ESN to identify successful examples. Once these have been identified, Bell Pottinger can take responsibility for preparing English-language case studies that clearly describe the benefits achieved through successful modal shifts and intermodal links. Once completed, these case studies could be distributed to SPCs, industry stakeholders and the media, as well as posted on websites. Style sheets templates - we can assist ESN in developing a suite of document templates that will project a consistent image to the industry. Tag lines - if required, we can review ESN's existing tag lines and suggest possible improvements/alternatives. Shared contacts and distribution lists as noted in Deliverable 6.1, we are currently compiling a PROPS database and associated distribution lists. We would be happy to share our information and processes with ESN. 5. Reporting and administration The relevant actions we will take are as follows: Page 8of 9

9 Monthly marketing conference calls, held with a small number of PROPS partners, to discuss planned activities for the coming month, review work undertaken during the previous month and debate new creative PR suggestions. We will produce and circulate written reports for all conference calls Weekly transport news reviews these will be compiled by Bell Pottinger and feature a collection of relevant SSS, intermodality and transport news from across Europe. We will send the reviews every Friday to all PROPS members (and, if it is deemed helpful, all SPCs too). We anticipate that careful reading and discussion of these review documents will lead to the creation of PR opportunities for Bell Pottinger to progress. Quarterly coverage reports in addition to including all stories generated by PROPS and a review of work we have undertaken, this document will also include any proposed additions or amendments to the activities included within this plan (based on analysing results generated by promotional actions). Finally, the coverage report will outline work priorities covering the next quarter. 6. Evaluation The evaluation methods we propose using can be found within Deliverable 6.1. (see section 3 there) Page 9of 9