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TAKING A STAND FOR OLD MEDIA discoveryPR BY ALLYSON LOOTS

TAKING A STAND FOR OLD MEDIA discoveryPR BY ALLYSON LOOTS. Objectives. Raise awareness off the position of the new library, its facilities and its benefits to the community Get boys between the age of 10-16 reading and using libraries more.

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TAKING A STAND FOR OLD MEDIA discoveryPR BY ALLYSON LOOTS

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  1. TAKING A STAND FOR OLD MEDIA discoveryPR BY ALLYSON LOOTS

  2. Objectives • Raise awareness off the position of the new library, its facilities and its benefits to the community • Get boys between the age of 10-16 reading and using libraries more. • Create a sense of icon rather than waste for the image of the new library • Create a media buzz around the new library within the budget range of £100 000

  3. Target Audience Main target selected audience: Young boys aged from 10-16 Facts as to why I chose to specifically choose boys as my main focus for an audience include: • 14% MORE GIRLS THAN BOYS ARE INTERESTED IN READING AND LITERACY. • 14% MORE GIRLS THAN BOYS ACHIEVE A-C RESULTS IN THEIR YEAR 11 GCSES • 76% OF EDUCATORS BELIEVE BOYS NEED A PUSH WITH READING AND LITERACY • 87% OF BOYS PREFER SPORTS TO EDUCATION In order to target these boys I have decided that based on the following facts: • SURVEYS SHOW BOYS ARE MORE INTERESTED IN MOVEMENT, SPACE AND COOLER CONDITIONS TO WORK IN • SURVEYS SHOW BOYS PERFORM MENTALLY IN WIDER AND OUTDOOR THINKING SPACES • SURVEYS SHOW BOYS ARE UNLIKELY TO DEVELOP COMMUNICATION AND LITERACY SKILLS SAT DOWN STILL. Wider/sub- target audience: Locals around the Birmingham City area and scholars who commute to and from Birmingham or stay in the vicinity too.

  4. Achieving the objectives School speeches: One week per these months - October 2013, January 2014, march 2014, April 2014, and June 2014 Each week of certain months leading up to the main event a representative from the library such as Library director Brian Gambles will visit schools all over Birmingham telling scholars about the library, the facilities, libraries special collections and important information for joining up, location open and closing times etc. These talks at the schools should entice scholars to want to come and see and hopefully make use of the library. Parades: Each month from October 2013 until August 2014. Each month leading up to the main opening event at the library, we will host a parade through Birmingham City centre, covering: victoria Square, Centenary Square, the Bull Ring, New Street and Chamberlain Square. Fifty people will take part in the parade for three hours on the chosen day each month. Dressed in recognisable t-shirts the team of paraders will hand out flyers and leaflets providing information about the library, its opening and other important information such as the new special collections at the library. The team will hand out library free pens too and encourage people to join and sign up to the library. New boys room opening: My main idea for this campaign pitch is the opening of a new ‘SECRET’ room. This room will be the main way of reaching my specific target audience. The room will be focussed on young boys aged 10-16. The room will be decorated around the idea of outdoors, open, natural spaces, where boys can come learn, undertake research and read. Decorated with sports posters, comfortable bean bag chairs, grass floors and sky painted walls the room will be a major attraction for all but more specifically boys 10-16. I came up with this idea following my research about boys, their interests, reading patterns and educational statistics. Advertising- Parade hand outs Flyers, leaflets, Billboard, radio advert

  5. Main Messages • As Birmingham is in a regeneration phase, the library should shift our generation forward too. • Combining the future with the past, as Birmingham is changing so should the community. • Birmingham takes a stand for old media. • SMART is the new SEXY. • Old media and digital media should unite to serve a greater purpose and understanding.

  6. Budget- £100 000 • See breakdown of the budget on pages(21 and 22) • Costs of requirements for the Parade:£18325 • Cost of the ribbon cut ceremony of new room:£2716.94 • Boys new room development costs:£1724 • Advertising Costs for the year:£23 930 • My TOTAL consultancy rate for time towards the campaign including 15% added rate: £43000 • TOTAL COSTS: £90 295.94 Under Budget leaving room for contingency and change

  7. Timeline of events • September 2013- Preparation starts • October 2013- first parade, school speech, press release • November 2013-parade, press release • December 2013-parade, press release • January 2014-parade, school speech, press release • February 2014-parade, press release • March 2014-parade, school speech, press release, billboard goes up • April 2014-parade, school speech • May 2014-parade, press release • June 2014-parade, school speech, press release, radio ad • July 2014-parade, last school speech, press release, radio ad • August 2014- last parade, last radio advert, last press release • September 2014-Boys room open day, survey release

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  9. LET discoveryPR TAKE A STAND FOR OLD MEDIA!

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