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Communication Plan: BPW Helsinki

Presented by Kaur Sonia KimberleyTomasz Paiva Priscila Ukil Minhajul Willgren Laura. Communication Plan: BPW Helsinki. 1.  About BPW 2. Brand Image 3. Marketing Communications Plan 4. Final Budget 5. Measuring results. Agenda. 1. BPW. founded in 1930 by Lena Phillips

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Communication Plan: BPW Helsinki

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  1. Presented by Kaur Sonia KimberleyTomasz PaivaPriscila UkilMinhajul Willgren Laura

    Communication Plan: BPW Helsinki

    Creative Corporate and Marketing Communication MAR3LF004-2
  2. 1.  About BPW 2. Brand Image 3. Marketing Communications Plan 4. Final Budget 5. Measuring results Agenda
  3. 1. BPW founded in 1930 by Lena Phillips in 80 countries worldwide -> equal participation with men in power and decision making roles 27 clubs training, reserach, networks An active club Aiming to get new members
  4. Unclear message and wrong image Web site logo (disliked) + lack of visuals Website (brief info. + No history) Registration only in Finnish Marketing communication tools very limited 2. Brand Image
  5. Situation analysis Objectives Target audience Communication Tools Schedule 3. Communication plan
  6. High Engagement Low High Value Value Low Engagement 3.1 Situation Analysis Junior Chamber International Finland Women Enterprise Agency BPW Delta Kappa Gamma
  7. To attract new members -> young business and professional women with a connection to working life 5 – 10 new members in 2012 3.2 Objectives
  8. Business oriented women Professional and self-development Interest in networking Women seeking equal rights Article by a Finnish writer (Jari Tervo) 3.3 Target Audience
  9. Social Networks Brochure Blogs PR Web page 3.4 Communication Tools
  10. Facebook is the biggest online community –> awareness 78% of 25-35 old Finns follow social media communities (Tilastokeskus) http://www.facebook.com/pages/Business-and-Professional-Women-BPW-Helsinki/291181664246811
  11. Targets the same segment Career orientation Other local BPW are already using it Great growth potential
  12. Market your business when you’re not there Provide instant credibility Serve as a take-away, customers can easily pick up and review later Deliver more than a simple business card Allow you to network and build positive relationships without giving too much information Brochure
  13. Additional events Helsinki Fair Center -> fashion event ”Pikkujoulut” 2012 -> did we reach the goals? Invites: highly beneficial in reaching the target group
  14. Useful communication tool Free or low cost Greater depth in subject matter Availability of professional blogger (e. g. Chryssa Skodra) Blogs
  15. More content needed in English Current events & news Channel for registration, feedback & questions Content & structure personalized according to target group, i.e. user-centered focus Seperate web site for BPW Helsinki Web site Improvement Suggestions
  16. Schedule BPW Helsinki Communications Plan 2012 Lecture on nutrition Annual meeting Engel Exhibition Fashion Show Downshifting Hat Party ' 12 Jan 2012 Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec ' 12 Invitations to Fashion Show Helsinki Fair Centre Christmas Party Facebook, LinkedIn & Blog
  17. Initial Budget: ~ 2000€ Invitation cards (30pcs/ 36€) Web site improvements Brochure (200pcs, 170g, 2-sided/ 115€) Fair center (Messukeskus, 11m2 ”ready made”-stand / 1543€) 4. Final Budget
  18. Observation in short time period Moderate comments Messages to the target group 5. Measurement & Control
  19. Adigi. Brochure prices. http://www.adigi.fi/esitteet BPW Finland URL:http://www.bpw-finland.fi/en/about_bpw_finland/. Quoted 21.09.2011 BPW Finland. 2011. URL: http://www.naisyrittajyyskeskus.fi/index.php?k=11280. Quoted: 28.09.2011. BPW International. URL:http://www.bpw-international.org/. Quoted 21.09.2011 Chaffey, Johnston, Ellis-Chadwick & Mayer 2006. Internet Marketing – Strategy, Implementation and Practice. 3rd ed. Pearson Education. Harlow. Delta Kappa Gama Finland. 2011. URL: http://www.deltakappagamma.org/finland/about.html. Quoted: 28.09.2011. Digilisko. Tote bag prices. http://www.digilisko.com/kangaskassi-omalla-kuvalla-kuvaaiheella-p-873.html eBizMBA. Top 15 Most Popular Social Networking Sites, December 2011. http:// http://www.ebizmba.com/articles/social-networking-websites. Quoted 26.11.2011. Finnexpo. Fair event prices. http://web.finnexpo.fi/Sites1/Gastro/Naytteilleasettajat/Suunnitteleosallistumisesi/Documents/Gastro_2012_pakettikirje_su.pdf Fill, C. 2009. Marketing Communications: Interactivity, Communities and Content. 5th ed. Pearson Education Limited. Harlow. JCI Finland. 2011. URL: http://www.jci.fi/en/home. Quoted: 30.09.2011. Interview with MerjaRokio-Hiltunen and SuviKalela. 28.09.2011. LinkedIn. BPW International Page. http://www.linkedin.com/company/899036?goback=%2Efcs_MDYS_B+_false_*2_*2_*2_*2_*2_*2_*2_*2_*2_*2_*2_*2&trk=ncsrch_hits. Visited on 02.12.2011 Printvisio. Invatation card prices. http://www.printvisio.fi/pikapaino.html . The Marketing Machine. Brochures – Effective tool or outdated approach? http://themmachine.com/brochures-effective-tool-or-outdated-approach/ Visited on 02.12.2011 Tilastokeskus. Internetin käyttö kodin ja työpaikan ulkopuolella yleistyy. URL: http://www.stat.fi/til/sutivi/2011/sutivi_2011_2011-11-02_tie_001_fi.html. Quoted 24.11.2010 Women’s Enterprise Agency. 2011. URL: http://www.naisyrittajyyskeskus.fi/index.php?k=11280. Quoted: 28.09.2011. 6. Sources
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