#amecatwork Measurement Week w/c 15 th September, 2014

1. #amecatworkMeasurement Weekw/c 15th September, 2014 An AMEC Global Education Programme initiative

2. What is Measurement Week – and how can I be to involved!

3. The strategic direction What is it? • Key strategic initiative from AMEC to fill the gap between understanding the value of PR measurement but doing something about it! • Measurement Week will help fill that gap through an International week of AMEC member-led events unified via social media to raise awareness and excitement around the latest thinking in measurement. • AMEC’s three International Chapters will co-ordinate Measurement Week activities.

4. How to take part and the benefits • Every AMEC member, whatever its size, can get involved by organising an event in their own country. • Measurement Week benefits everyone • You because it identifies your company with measurement. • Your clients – who see they are working with a company who believes in best practice. • AMEC/the industry – because it raises awareness of the importance of measurement.

5. An idea from iSentia in Australia • AMEC Member iSentia running breakfast seminar with two established measurement and evaluation experts. • Gained support of national PR member trade body. • Used as launch platform in Australia for Measurement Week.

6. Other ideas • Organise a local Measurement Week event in your city/country during September. • Join with your public relations membership organisation in your country to run a Measurement Week event. • Run a combined panel event with agency, measurement vendor, client. • Hold a webinar on measurement for clients and prospects. • Hold Internal “town hall” meetings for all staff – training and discussion around measurement. • Use Measurement Week as an employee communications initiative within your offices – especially if you are part of an international network. • Bring in social media vendors for an event – e.g.. Twitter, radian 6.

7. Launch ideas • Strategy is to target the groups who are most vested in the concept rather than promote too heavily among the wider marketing community. • Year 1 objective is to build a solid but perhaps not spectacular foundation for future success and keep the concept slightly below the line until momentum has been generated. • Creative save the date mailer – on and offline, using #amecatwork hashtag. • Encourage AMEC members to spread the word through WoM and through their channels using #amecatwork. • AMEC to provide content for publication as stand-alone or as part of broader measurement material to AMEC members at launch and during the week (& published to the Measurement Week holding page

8. How to get the message out? • Partner with key trade bodies – these logos are examples. • Launch a teaser campaign using the hashtag #amecatwork. • Run an event with your leading PR or marketing trade magazine. • Partner with measurement vendors to offer free trials of platforms for clients or agencies signing up to Measurement Week.

9. Next steps How will AMEC members be involved? • Each International Chapter to accept responsibility for promoting Measurement Week within its geography. • All Committees asked to come up with ideas. • Each Chapter to look for one flagship property to run during Measurement Week – e.g. collaboration with PR membership group, trade partner, etc • PLUS Special delegate creative session for delegates at International Summit in Amsterdam in June!

10. Any questions Please contact: Barry Leggetter CEO AMEC +44 1268 412414 barryleggetter@amecorg.com