Publicity with no budget. Sonia Rendigs

Transcription

1 Publicity with no budget Sonia Rendigs

2 Sonia Rendigs - Bio Sherbrooke, VIC

3 Sonia Rendigs Burnham Beeches Stephanie s Restaurant Wild Oak Cafe Chateau Yering

4 New York Agency: Middleton & Gendron PR St.Lucia Colorado Trump International Golden Door In-House: Director of PR Mandarin Oriental, New York

5 Who we are: Hatch Communications Hatch is a boutique, full-service communications agency with maturity in managing the public relations for international and national destinations and brands. We work very closely with our clients operating as an extension of their own office in the Australian market. Focusing on our expertise and passions in the areas of tourism, arts & culture and health & wellbeing, we provide our clients with a complete range of communications tools and services to strengthen their brand, share their news with the world and deepen their relationships with the target market. Our tailored campaigns encompass creative brand strategy, public relations, traditional media relations, consumer facing events, social media management, sponsorships, partnerships, content creation and internal communications.

6 Broadcasting VS Conversation (Owned) (Earned)

7 Coverage of Destination Gippsland in the AUSTRALIAN GEOGRAPHIC OUTDOOR MAGAZINE (July 2014), R.M. WILLIAMS OUTBACK TRACKS MAGAZINE (April 2014) and the GOLD COAST BULLETIN (August 2014)

8 Coverage of Destination Gippsland in the SENIORS NEWS (July 2014), WEEKLY TIMES NOW (July 2014), SUNDAY TELEGRAPH (July 2014), RACV MAGAZINE (JULY 2014) and R.M. WILLIAMS OUTBACK MAGAZINE (July 2014)

9 Melbourne Music Week Media placement highlights Look.Stop.Bop mx cover story ABC Arts Gateway, Pantha du Prince package The Age Arts, Pantha du Prince interview The Age; the shortlist cover

10 Publicity Results: MONA MONA (Museum of Old and New Art) is the largest privately funded museum in Australia, known for its controversial and avant-garde approach to art. Distinctive and different, it has been compared to the Guggenheim Museum in Bilbao. Task: Launch the MONA FOMA music festival and MONA, the museum Launch the MONA Pavilions, on site luxury accommodation Secure both tourism, art and cultural travel feature stories on MONA and MONA FOMA Increase awareness and visitation to MONA as a destination Action: Act as MONA s national press office during the MONA FOMA music festivals ( ), MONA opening (2011), subsequent exhibitions ( ) Coordinate and manage national group press trip visits Result: AUD $24million worth of Publicity Value Equivalency for the launch of MONA and 2011 MONA FOMA festival Showcases our experience and expertise in far-reaching launch campaigns, media famils and our ability to work across a range of topics and media groups (travel, art, music, events)

11 Coverage of the MONA Pavilions in Wish Magazine, The Age & Sydney Morning Herald and GQ

12 International Designers photo shoot coordinated by Hatch Communications at MONA for the September issue of Harpers BAZAAR

13 Destination Gippsland Social Media The fundamental key to success is to know your audience and to have a clear purpose and strategy for social media rather than just doing social media.

14 Destination Gippsland Social Media Ask thought provoking questions to generate engagement

15 Change in the media landscape Johannes Gutenberg ( ) Steve Jobs ( ) Mark Zuckerberg (1984)

16 Change is the only constant?? mobile NOW social THEN web print & broadcast

17 Media convergence

18 Opportunity for a new way forward Start the conversation Curate the content Create the content Share your news Build an online community Talk directly to your customer Build engagement

19 Create engaging platforms

20 The Numbers from SMK

21 The Numbers

22 The Numbers

23 The social media explosion TODAY: 1.23 billion monthly active users 2012: 901 million TODAY: 757 million daily active users 2012: 526 million TODAY: 945 million mobile monthly active users 2012: 488 million TODAY: 4.5 billion Likes daily 2012: 2.7 billion in 2012 TODAY: 4.75 billion items shared daily 2012: 2.45 billion in 2012 FACEBOOK GLOBAL STATISTICS Average user spends 401 minutes on Facebook monthly 25 million local businesses are on Facebook, up from 8 million in 2012 Source SMK Social Media Knowledge

24 Broadcast or Conversation? Compelling numbers! Broadcasting your message on social media is like taking a pull-up banner to a party.

25 Social Media The fundamental key to success is to know your audience and to have a clear purpose and strategy for social media rather than just doing social media.

26 Changing media = changing behaviour THE FIVE STAGES OF TRAVEL... THEN & NOW 84% of people say recommendations from family and friends is most influential. 68% of people will trust consumer opinions posted online. Source: Nielsen

27 Hatch Communications Toolkit ESSENTIAL TOOLS + DO s AND DON TS Effective websites Social Media tips Don t forget the basics

28 Website Essentials Have a clear and consistent theme What is your brand message? Include images, graphics, videos Sign them up! Brag a little Be interactive Regularly update with fresh content Search Engine Optimisation (SEO)

29 Facebook DO: Talk TO people, not AT them Keep it short and sweet Start debate Post in high traffic times Populate all fields Keep conversation flowing Post a variety of content Seek input from your community Be flexible DON T: Broadcast Like-bait

30 Facebook continued Create a content plan 4:1 formula Brilliant images Consistency Watch for comments Give your guests Wifi

31 Give the people power! Pro Dive in Cairns has free 3G Wi-Fi on their dive boats going out to the Great Barrier Reef so their guests can post and share photos and videos in the moment.

32 Twitter DO: Share short, sharp snippets of news Be relevant and topical Identify influencers and talk to them Use the search tool Link back to your website Re-tweet and favourite Ask questions Always respond Monitor keywords and competitors DON T: Go off-brand with your tweets Use poor spelling and grammar Get too personal Overtweet

33 Instagram DO: Post visually appealing content Keep text short Use #hashtags Create a content calendar Regram from your community Find influencers & target people to follow Reply and show gratitude DON T: Post sales promotions, discount offers and graphics that look like advertisements Drop in and out. Be consistent

34 What is news? News is what is new Timeliness (did the event occur very recently) Revelation (is there significant new information) Proximity (was the event nearby)

35 Hosting media or bloggers at your tourism business

36 The VIP treatment use the good dinner ware 1. Know you want to convey 2. Give them Wi-Fi straight away. 3. Give them the VIP treatment 4. Encourage them to post on social media 5. Off the record is meaningless 6. Prepare a take-away press kit for them with your latest news, background information and an image file. 7. Clean, polish, shine, best linen, check the room, best flowers

37 Create some magic for media

38 Hosting VJP DO: Use the good china Provide Wi-Fi immediately Plan what you want to say Read their outlet (or ask for some background) Tell them about your social media handles Prepare a press kit DON T: Tell them your problems Give them the smallest room Consider they are getting a free holiday

39 Thank