B-Hive Academy PR Campaign - Rachel Cryan

7/28/2019 B-Hive Academy PR Campaign - Rachel Cryan

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B-Hive Academy Launch

Public Relations Campaign

November 2013 April 2014


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Name: B-HiveType of organisation: Educational

Reason for PR Campaign: launch of the B-Hive Academy

Challenges: B-Hive Academy needs to stand out from other competitors who offer a similar service to young

people. The campaign will demonstrate how the B- Hive Academy is the most beneficial and innovative program

currently on the market for young people.

The program may be seen as a treat towards education by education professionals. In order to prevent this

negative perception, the campaign will justify how the programme compliments education, not competes with it.

The B-Hive Academy profile needs to be raised by the campaign. By engaging in methods targeting all of the

intended audiences, B-Hive Academy will be at the front of students, employers and educational professionalsmind when thinking of further education.

Competitors:

The Work Programme

Go Think Big

Include Youth Give and Take Scheme

Universities who provide mentoring schemes for courses which require work experience

Go Wales


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PR Objectives

Raise awareness of the B-Hive Academy with students, businesses within the creativeindustries and the education sector.

Prevent the B-Hive Academy from appearing as a threat towards education.

Gain positive PR coverage resulting in maximum audience reach.

Maintain engagement with the target audience.

Drive subscriptions to the B-Hive Academy.


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Market Research


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Survey

A survey was completed by 42 individuals on Advancing your career within the creative industries. The survey was conducted

using surveymonkey.com and was aimed at individuals currently within further education. The aim of this survey is to find the most

appropriate methods of targeting this particular group of people through the PR campaign.

All but one of the survey participants are studying

as an undergraduate at university. 64% of these

students carry out work placements in addition to

their course.

Evidently this shows that these students want to

further their chances in a desired career path byengaging with work placement whilst carrying out

their degree.

I should push the campaign strongly towards

undergraduate students who are looking for work

placements within the creative industries.


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Results from these two questions suggest that I

should strongly push the campaign towards

universities who include a work placement as

part of their courses.

A higher percentage of students show that they

are not prepared by the university, for the work

placements that they are carrying out. From this,

the students said that they would consider

enrolling to an online extra skills course toprepare them and get the most out of their work

experience. This evidence demonstrates that the

B-Hive Academy can complement education, not

compete with it.


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From the responses of this question, social

media should definitely be the main platform for

the campaign as it should gain a lot of exposure

to the target market as it is the type of media they

most frequently engage with.

They also engage with TV programs frequently.

Instead of putting a large sum of money aside for

an advert to be created, talk shows could be

targeted with a press release in aim of them

talking about it on their show. Similarly, this could

be done with radio shows.

This shows that there should be a competition

within the campaign for students to win a

placement within a creative industry organisation

as 95.2% of individuals are more likely to sign up

to a scheme like B-Hive Academy if a competitionlike this was in place. This should drive more

students to enrol on the course.


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81% of the students who completed this surveysaid that they would be more likely to enrol on the

course if the Department for Education backed it.

This should be an aspect considered within the

creative platform of the campaign as it could be avery effective method.


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Focus Group

A focus group was conducted with 6 undergraduate students who are working towards a career within the creative industries. This

focus group was conducted in a natural environment and all of the participating students were from Birmingham City University,

studying Media and Communications. It is compulsory within their course to carry out a work placement.

*The information provided by the participants has been shortened. The most substantial information has been included within the

overview.

What influences you to make decisions on how to further your education?

With the media industry being so competitive, Im looking for any way to differentiate myself from all of the other media students

out there. I want to gain as much experience as possible so that I leave university with prospects, not just a student who has a

media degree

I think that our course really influences my decisions on furthering my education. It is pushed so much that we should carry outvaluable work placements, but the problem is actually securing work placements. I know I should get one but there are so many

barriers in the way, this includes things such as applying online, which is easy to do but I find it such a disadvantage to actually

gaining them placements.

I think knowing what my friends and peers are doing influences my decisions, if someone has got a better work placement then

me, it really makes me feel like I need to do better. The competitiveness between peers on our course is strong and it will be a lot

harder when we are looking for real jobs within the industry.

Are you aware of any schemes available to help you gain a work placement within the creative industries?

Overall answer of no.

That would be really useful though, and I probably would take up on that opportunity if it was offered.


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I presume you all have; mobiles with internet access, tablets, ipads, laptops. What do you generally use this technology

for?

I use my laptop for large things such as university work, downloading music, listening to music and updating social media

I use the same sort of programmes as I usually engage with on the computer but through the app versions on my phone. I mainlyuse social media and listen to music on my phone though, and I text and call obviously

Do you use these devices to find out about news/current affairs?

Yeah, I dont ever watch the news but I follow them sorts of media companies on twitter. That is the first place I find out on the news

actually. Most accounts I fol low on twitter are media related people or media organisations. They update regularly and I wouldnt

find out that information otherwise.

I have actually applied for internships which I have seen advertised through twitter

I have subscribed to Company Magazine through my ipad because the magazine is published weekly instead of monthly


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Existing Market Research


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This existing market research shows that B-Hive Academy should promote the brand via promoted tweets on

Twitter. These sort of tweets are now location based on mobiles which is perfect because it will target existing

4G users who might possibly be a student as Twitter is one of the most visited social media sites by young

people.

It is shown that there are more women within further education then there are men. This means the campaign

could have various platforms which are solely targeted at women. Targeting womens daytime shows such as

Loose Women with press releases on the B-Hive Academy could be an example.

Mintel has provided a graph to show the most used social network sites, this will be referred to when planning

how the launch the campaign using social media sites.


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SWOT Analysis on the Campaign

Strengths WeaknessesResearch has proven that social media would be the mosteffective platform to launch the campaign on. This can be arelatively cheap yet rewarding method to use.

There are limited schemes in place like this meaning that thecampaign should stand out and be picked up by the media.

The B-Hive Academy is planned to be used through devicesconnected with 4G. Market research has proven that youngpeople keep up to date with social media/news via their 4Gdevices; this means that the campaign will have strong impact if

launched through social media available on mobile device.

The B-Hive Academy may be seen as competing witheducational courses. The campaign should really stress thebenefits of how this complements the course and furthers thestudents work place skills base.

The campaign might have uneven coverage across the nationdepending on if the local media pick up on the campaign.

Opportunities Threats

There are a number of target markets meaning that there can bedifferent approaches used to gain maximum impact.

The campaign will be rolled out across the country; this meansthat national and local media will be available to use in order tosuccessfully launch the campaign.

Market research shows that young people are not yet aware of

any schemes similar to B-Hive Academy. Therefore, if thiscampaign is implemented correctly it should dramatically raiseawareness to the target audiences.

Go Think Big is currently launching their new program. Theirteam is made up of a number of individuals from big mediaorganisations, which might become gatekeepers and choose toignore promoting the campaign as it may be seen as a threat totheirs. If this happens it could dramatically reduce the amount ofaudience reach.


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Audience


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Creative Industry Employers Within the creative industries Located in the main cities within the UK Take on students for work placements

May subscribe to a number of national and local

newspapers

Students Currently carrying out a degree

Aiming to gain a career within the creative industries.

Use 4g communication devices

Uses social media such as Facebook and Twitter

Regularly updates their social media profiles

Goes to university or is close to one of the main cities

where B-Hive Academy is located.


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Educational institutions lecturers etc.

Will subscribe to teaching magazines

Will read broadsheet newspapers withsupplements

Will engage with using 4G communication

Might use social media (professionally)

Parents

Takes an interest in their son/daughters education

Reads newspapers and magazines

Keeps up to date with current affairs, includes

education.

May also use social media sites

May have a 4G device themselves


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Creative Platform


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Strapline -The catalyst for creative talent

Providing students with the skills to launch them into the working world.

Launch Date: Monday 13th January 2014

Influential People

The main target here is influencing those who have a strong presence in the media and hopefully will back our

PR Campaign for B-Hive Academy. This includes those who are featured opinion columnists within national

newspapers. We will have our professionals liaise with these influential people (such as journalists who write for

The Times Educational Supplement) and hopefully influence them to discuss B-Hive Academy through their

journalism work.


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Launch events Multimedia events

B-Hive Academy launch events will be held in major cities

across the UK These will include; London, Birmingham,

Manchester, Liverpool, Leeds, Newcastle and Bristol.

The venues will be held in creative spaces within the cities

creative district. For example, the Birmingham launch event will

take place in the Custard Factory, Digbeth, which is considered

the cultural quarter of Birmingham due to the creative

businesses located in that area.

The launch events will be in conjunction with local creative

industry educational courses in each of these cities. Colleges

and universities from each location will be offered the chance

to have their students create a multimedia project and have it

exhibited at the B-Hive Launch.

By linking the B-Hive Academy launches with local media

projects, it will generate local media coverage as it is a one off

cultural event for the cities involved.


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This will also generate a valuable audience to pitch the B-Hive Academy to as there will be a range of target

markets attending, this includes; young people and students involved, parents who come to watch the event,

educational associates who have provided the students for the event and those who have an interest in the

creative industries.

There will also be invites sent out to; local media, local academics, media industry professionals, media

students, heads of schools, colleges, education bloggers and media bloggers from each area. By targeting the

event so directly to the target audience, this should generate an interest in B-Hive Academy and drive

subscriptions to the program.

Within each of these events, there will be an appearance and

speech from an MP relevant to each city. The MPs which willbe appearing have been selected to back the campaign at a

regional level as they have an interest in supporting or have an

existing campaign to support education, employment and

young people.

By having regional backing from MPs supporting education,

employment and young people and also working with localcolleges and universities, this should reduce the chance of B-

Hive Academy appearing as a threat to education; instead it will

give the impression of complimenting education.


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The event audience and participants will be encouraged to engage in social media whilst at the event using the

hashtag #BHiveAcademy and linking the Facebook page through their profiles by checking into the event. This

will promote the event to those who have not attended but are linked to the attendees through social media.


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Endorsement and Backing of the Campaign

One of the major aims for this campaign is to have Matthew Hancock MP, Minister for Skills in the Departments

of Business and of Education endorse the B-Hive Academy. This will be a highly valuable person to have

support the campaign and his presence might sway peoples opinions from the possibility ofB-Hive Academybeing a threat to education to complementing it

Matthew Hancock MP will be required to appear at the press launch event in Birmingham for a photo call. He will

give a speech on his thoughts towards B-Hive Academy which will provide quotes for the media to publish. It is

essential that Matthew Hancock emphasises that B-Hive Academy compliments education within his speech. His

appearance will hopefully motivate the press to travel to Birmingham for the B-Hive press launch event.


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Mathew Hancocks backing of the campaign is designed to attract attention to the national press. However, there

will also be appearances from regional MPs at the relevant multimedia event. These have been selected as they

have an interest / campaign to support education, employment and young people

MPs which will attend the events:

Bristol Charlotte Leslie

Newcastle Chi Onwurah

Manchester Lucy Powell

Leeds Hilary Benn

London Angie Bray

Liverpool Steve Rotheram

Birmingham Jack Dromey


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Major points which we want to get across to the media will be discussed with the MPS previous to the events so

that they can include the points in their speeches.

The purpose of having additional backing for

each region is that it will give a strong regional

angle for the media to focus on. This should

greatly raise awareness of the B-Hive academy

throughout all the regions, hopefully leading to

more subscriptions to the B-Hive Academy

nationwide. By having a number of authoritativefigures backing the B-Hive Academy, it will

really raise the profile of B-Hive Academy and

will have a fantastic reputation to start off on.


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Press Launch Birmingham

This event will take place at Fazeley Street Studios, Birmingham on Monday 6th January 2014, a week previous

to the launch of B-Hive Academy. I have located Birmingham as the destination to host the press launch as B-

Hive is a West Midlands based organisation, therefore it would be appropriate to host the event in Birminghamand support the regional economy.

This event is to raise awareness of B-Hive Academy through the media just before it is launched on the 13th

January 2014. A number of national and local Birmingham press will be invited to this event where we shall

introduce the B-Hive Academy. At this event, Matthew Hancock will be there to provide a photo call for the press

and carry out a speech based on B-Hive Academy.


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We shall provide press packs at this event to make sure the press have

enough information, ensuring that B-Hive Academy has maximum press

coverage. Also inside the press packs, there will be a selection of B-HiveAcademy branded merchandise.

This event will also announce the future launch events across thecountry; this should generate more interest in the events and drivepeople from across the nation to attend them. A number of creativeindustry professionals and employers will also be invited to the presslaunch event to inform them of the B-Hive Academy. The press launch

event is also in aim of providing a networking opportunity,in hope oforganisations joining a partnership to work with B-Hive and provide workplacements.


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The press launch event will be held in the afternoon as I recognise that the national press will likely have to

travel to Birmingham from London, so this will give them plenty of time to arrive comfortably. Fazeley Street

Studios will be booked from 12pm 6pm. The invites will specify the attendees to arrive at 2pm. There will

canaps and drinks served on the attendees arrivals to welcome them to the event. Later on in the day a served

buffet will be presented; this will be a good opportunity for professionals to network and liaise. Alcoholic and non-alcoholic drinks will be served throughout the day. Speciality cocktails will be served alongside the canaps and

the served buffet. These cocktails will be presented in honey jars and the flavours will be honey based. This is

just a fun association to bee hive, a similar sounding set of words to B-Hive.


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Linked Partnership

To increase the amount of subscriptions to B-Hive Academy, there will be a linked partnership with Creative

Skillset. This organisation is an industry body which supports skills and training for people and businesses to

ensure the UKcreative industries maintain their world class position.Therefore, by creating this partnership, B-Hive are providing Creative Skillset with a programme designed to fully

develop skills for employment within the creative industries using an online program and also providing work

placements aiming and get more people into employment. B-Hive Academy is backed by a number of

government officials; therefore it is a reliable and beneficial programme to subscribe to, this will be emphasised

by Creative Skillset to their media academies, encouraging them to subscribe their students.


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The aim of this partnership is so B-Hive can gain a high amount of subscriptions by enrolling those who already

study at a creative skill set academy to the B-Hive Academy program. Creative Skillset have a network of 23

media academies and it will be urged by Creative Skillset to enrol their students onto B-Hive Academy as an

additional program to complement their educational courses.

This partnership will cover 2 main PR objectives. Firstly, by linking with Creative Skillset, B-Hive will be

presented as a trusted program which compliments education as it is being suggested by a well-known

organisation which already has close ties with a large number of educational establishments. Secondly, this

partnership should drive a large number of subscriptions to the B-Hive Academy. Even if one academy enrols to

the B-Hive Academy, it will contribute heavily to reaching the 1000 subscriptions target.


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Competition

The competition launched will be in partnership with Creative Skillset. The competition will involve offering all

those students enrolled to a skillset media academy the chance to win a prestige paid work placement within the

creative industry.

To win this students must launch an online professional personal portfolio, (this could be in the form of a

webpage, Twitter profile etc.) to provide evidence of their passion of gaining a career within a particular creative

industry. This is a really broad criterion as we are aiming for the students to be as creative as possible yet still

maintaining professionalism as this profile could be viewed by possible employers within their desired industries.

The entrants must tweet their profile to the handle @B_HiveAcademy and the winner

will be chosen from there. The entrants will also have to hashtag #BHiveAcademy when

posting their competition. This will help raise the profile of B-Hive Academy across the

UK as it will hopefully start to trend.

The competition will begin on the 23rd December and close on the 20th January

2014.The winner will be announced on Monday 3rd

February 2014 and the workplacement will take place in the universities allocated Easter break time so the students

are free to carry the placements out.


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The point of this competition is to raise awareness of the B-Hive Academy to Creative Skillset media academies

in hope of them enrolling their students to the B-Hive Academy.

If the academies do not encourage students to sign up through their course, the students might be interested insigning up themselves. By working with the Skillset media academies directly, this can portray the idea that B-

Hive is working with existing educational institutions, complementing their courses, not competing with them.

By using Twitter, the profile of B-Hive Academy will be increased as the competition will generate more

followers resulting in a larger audience reach. This is also one of the most used social networking sites by

students, meaning the audience who view the posts will be the target market for the campaign.

As we are encouraging the entrants to hashtag #BHiveAcademy when posting about the completion online, this

will generate further views as it might begin to trend.

We will send press releases on this incentive to the local

press and keep them updated on the competition. This will

further the audience reach into the local community

Parents will read this and hopefully so will creative industry

professionals making them aware of the B-Hive Academy.


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Blogging

The competition winners will be required to carry out blogging for the B-Hive Academy whilst they are on the

placement. They will have to complete daily blog posts about their placements and tweet using the hashtag

#BHiveAcademy, these will be promoted via a number of social media sites and the B-Hive website.

This should increase extra coverage across social media sites and it will provide evidence to the audience that

B-Hive placements are valuable and worthwhile, encouraging the audience to subscribe to the program.

Magazines/Newspapers

Press packs will be sent to a number of magazines who have a readership similar to our target market. These

press packs will also be sent to national newspapers and a selection of local newspapers within the participatingcities. We will also work closely with trade magazines such as Times Educational Supplements or Education

Today Magazine.

Aside from the press packs which contain the key information on B-Hive Academy, there will be various press

releases issued in conjunction with the campaign over the campaign

period. This is to ensure that B-Hive is kept in the public eye for

number of months and becomes a recognised organisation across

the nation. There may also be interview opportunities with

employees from B-Hive Academy and the students who win the

work placements.


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Radio

Local radio stations will be targeted with press packs and

information on the B-Hive Academy. We will be pushing how B-Hive

Academy is working with local collages and universities to put on a

multimedia exhibition. This will provide event information to the local

area and it will create extra publicity for the B-Hive Academy.

Hopefully this will create a large number of people attending the

event and then they will subscribe to the B-Hive Academy. Those

listening to the radio might be keen radio practitioners or students

studying media, so they will take an interest in B-Hive Academys services.

Some local radio stations have talk shows based on topical debates, this could be on education. These are also

good radio stations to target as B-Hive Academy could be included within an educational debate.


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Stunt

A drama group will be hired to carry out a street theatre performance which is in aid of driving people to the

location of the street team. The performance will be a play on

the words B-Hive / bee hive and will feature a number of bee

keepers running round the city centre looking for the queen

bee which has been set loose.

The bee keepers will interact with the public asking them if

they have seen the queen bee. After a while, the queen bee

will be found by the bee keepers in the most central part of the

city (For example, next to the bull in the bullring).

When the queen bee has been found, the actors will thank theaudience for watching and then direct them to go to the street

teams to find out what the performance was about and to get

some free goodies (merchandise). This is where B-Hive

Academy will be sold to the public by the street team resulting

in raised awareness and increased subscriptions.


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Street Team

There will be a street team giving out leaflets in the lead up to the launch events. These team members will be

wearing specially designed B-Hive Academy T-shirts and they will be located in the city centres and cultural

quarters across each city. Along with the shirts, all members of staffwill be wearing big Bee Hive Hair style

wigs and matching coloured feather bowers to attract some more attention to them.


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Staff will be hired locally to the each event and they will only be promoting the event held in the city they are

working in. This means a number of different leaflet designs will have to be made according to the cities. They

will be targeting students within the city centres and encouraging them to attend the event. As well as people

being targeted by the street team, people will be directed to speak to them to find out what the street theatre

stunt was for. Here, they can tell the audience about B-Hive Academy and raise awareness of the local eventgoing on, and how they can subscribe to the B-Hive Academy.

Merchandise will also be handed out to people with clear B-Hive branding. This will ensure the audience

maintain familiarity with the brand and will inform them of how to get involved with B-Hive Academy.


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Merchandise This is the selection of merchandise which will be produced. We will be giving out a tote bag

with a pen, a key ring and some leaflets out to as many people as possible at each event

and through the street teams. At the London multimedia event and the press launch, oyster

card wallets will also be inside the tote bag as these will only really be used by those living in

London and the press who work there.


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Social Media

Social media will be used heavily within the campaign as it is the most frequently used media form by students

as the market research shows. Twitter will be the main social media site used as this site is regularly updates

and can reach a large target audience.

Competition entrants are required to create an online personal portfolio which can be created using social media

sites. They have to link their portfolios via Twitter and they will be encouraged to hashtag #BHiveAcademy. This

will hopefully trend within the UK if enough entrants hashtag this at the same time.

Tweets will also be promoted on Twitter Mobile, meaning that people who are using a 4G device in a certain

location will view these tweets even if they havent followed @B_HiveAcademy on Twitter. This will force the

@B_HiveAcademy twitter account onto their newsfeeds so the tweets will have to be read. This may encourage

extra followers if they are interested in the posts.


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There will also be a B-Hive Academy Facebook page so fans can Like the page and keep up to date with

events and news. The launch events within each city will also be promoted via Facebook events. As this is a

social media site also used frequently by students (as the market research indicates) and it would be an effective

method to reach the target audience.

Within the launch events, attendees will be encouraged to check in on Facebook at the event. This will show

their friends where they are and it will link the event page. Those who are interested can click on the link and

find out more about B-Hive Academy if they have missed the event.


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Time Management

and Budget


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Date Activity Fee (staff costs based on

the wage of 14.83 per hour)Costs

November Book Fazeley Street Studios for press event

Arrange catering for press event

Drinks supply for the press event

Book Birmingham event location

Book Manchester event location

Book Liverpool event location

Book Leeds event location

Book Newcastle event location

Book Bristol event location

Book London Event Location

Organise catering for each event

Book studio space for press event rehearsal

Contact Creative Skillset and propose competition andpartnership

Design competition marketing material

Print competition marketing material

14.83

14.83

14.83

14.83

14.83

14.83

14.83

14.83

14.83

14.83

14.83

29.66

29.66

14.83

29.66

600

2,200

1,200

600

750

750

750

750

750

1600

7,700

400

69


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Contact colleges and universities within the cities andpropose multimedia event

Contact Matthew Hancock and propose endorsement

and photo call

Organise work placements for competition winners

Invite Press to press event

Plan leaflet designs

Send leaflet designs to printers

29.66

29.66

29.66

29.66

14.83

14.83 637

December

Arrange photographer for all events

Design and buy a photo call background

Create competition and promote it through social media

Create Twitter handle -@B_HiveAcademy

Create Facebook Page and event pages

Conduct meeting with Matthew Hancock and planspeech for press event

Create press packs for press event

Contact influential journalists and plan meetings forliaising

29.66

14.83

14.83

14.83

14.83

59.32

44.49

29.66

2000

500

50

200


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Press event rehearsal

Have street team t-shirts designed and printed

Send out press packs to local media for the launchevents in January

Advertise street team positions

Arrange and carry out telephone interviews

Select and notify successful applicants for the streetteams

Arrange and host street team training

Create event timing schedule for each event

Have meetings with journalists

Pay for Mathew Hancocks travel to Birmingham

Design and create pens for merchandise

Design and create tote bags for merchandise

Design and create oyster card wallets for merchandise

Design and create keyrings for merchandise

Hire drama group

Buy costume wigs and feather bowers for street teams

726.47

14.83

29.66

14.83

44.49

29.66

103.81

103.81

207.62

14.83

14.83

14.83

14.83

14.83

44.49

14.83

200

609

50

1225.96

6,427.45

275

1542.45

2500

50

January Press event Birmingham 1038.10 200


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B-Hive Academy launches

Birmingham launch eventCount footfall at event

Bristol event launch

Count footfall at event

Close competition

Send out press packs to local media for the eventlaunches in February

Collect media cuttings

1038.10

1038.10

14.83

14.83

14.83

200

200

February Send out press packs to local media for the eventlaunches in March

Pick competition winners

Liverpool event launchCount footfall at event

Manchester event launchCount footfall at event


14.83

29.66

1038.10

1038.10

14.83

200

200

March Leeds event launchCount footfall at event

Newcastle event launchCount footfall at event


1038.10

1038.10

14.83

200

200


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April Create questionnaires

Distribute questionnaires

Collect questionnaire responses

Analyse questionnaire responses

Analyse website hits

Analyse subscriptions to B-Hive Academy

29.66

29.66

29.66

29.66

14.83

14.83

Total Costing Overall 44,327.76


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Evaluation Methods

Competitors About Target Market How B-Hive Academy is How B Hive Academy is


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p g yDifferent.

yshown as differentthrough the PRcampaign.

The WorkProgramme

Government Schemeaims to getindividuals into longterm work.

Skills basedworking alongsideprivate, public andvoluntaryorganisations.

Targeting secondarysector organisations.

Targeting the campaign atunemployed, those whoare registered as jobseekers.

Targeting the creativeindustries.

Aiming the campaign at thosealready in education and arelooking for further theircareers.

Targeting the campaign atABC1

Uses current 4G technologyto guide the work experienceprocess - The workprogramme has mentoring orsupport system throughoutthe scheme.

The Work Programme paysorganisations as an incentiveto take on job seekers. WithB-Hive organisations will bepersuaded to want havefresh, innovative students

working for their business.

The campaign is targetingskillset media academiesthrough the competitionmeaning that B-HiveAcademys awareness israised to studentscurrently in education.

Within all the creativeplatforms used, it is madeclear that B-HiveAcademy is working withcreative industries.

Launch events are beingused to raise awarenessof the campaign in orderto portray the missions ofB-Hive Academy.

Go Think Big An organisationformed for youngpeople wanting togain work experience

Young people ages 13-25 within the UK lookingfor a step onto the careerladder.

B-Hive academy placementsare accessible nationwide.

B-Hive may be the actual first

B-Hive Academyscampaign is working withyoung media practitionersas part of the event


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within the mediaindustries.

This organisation isformed by teams at

O2 and Bauer Media.It has workassociations with anumber of well-known mediacompanies.

A database thatprovides youngpeople with work

experienceopportunities withinthe media industriesin the UK.

Most placements arelocated in London, so theyare only available to thosewho live close or can

afford to travel there.

step onto the career ladder asthose placements allocatedthrough Go Think Big are veryprestige and will require/expect previous experience

within that career field.

Uses current 4G technologyto guide the work experienceprocess Go think Big is justan online database with nosupporting App content.

Does not provide a mentoringor skills tracker service like B-

Hive academy.

launch. This is alreadyestablishing a goodreputation with the targetmarket.

The event launches arealso all over the countryso students and creativeindustry employers allover the country canaccess the launch.

The B-Hive Academycampaign is also targetinglocal press as there are

regional events beingcarried out. This will raisethe profile across thenation at an accessiblelevel unlike Go Think Bigwhich has mainly targetednational press and is onlyreally of use to thoseliving in or near London.

Include Youth

Give andTakeScheme

An organisation

which work withyoung people to gaina wider skills base toprepare them for acareer.

Disadvantaged and

vulnerable young people.

Organisations workingwith disadvantaged orvulnerable young people.

Only Available in Northern

Ireland, not across the UK likeB-Hive.

B-Hive academy is targetingthe creative industries.

The campaign is targeted

at students currently ineducation who have astrong grasp of thecreative industries.


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They slowly get thestudents used to theworking environmentby completing taster

experiences with acompany. Oncethese have beencompleted thestudent is urged tocomplete a longerlength workplacement.

A project worker will

stay in contact withthe student andemployer throughoutthe work placement.

Educational institutionswho may struggle tosupport disadvantaged orvulnerable young people.

Government agenciessuch as youth offendingservices teachingyouths skills to get backinto education and gain acareer.

Targeted at individuals whoare already in education andwant to gain more experiencewithin the creative industries.

Give and Take scheme isvery skill specific and one toone based. B-Hive canprovide a vast number ofpeople, nationwide with anopportunity to develop theirskills through the B-HiveAcademy using 4Gtechnology.

B-Hive academy is accessibleto all students who haveenrolled, not just those whoare vulnerable ordisadvantage, like Give andTake scheme.

Give and Take schemesounds like a substitute to

education whereas the B-Hiveacademy complimentseducation.

Give and Take scheme

Launch events across thecountry are being held inaim of students enrollingnationwide.

A street team will be inaction informing people ofthese events. They will betargeting those who looklike students and workingin student populatedareas.

B-Hive will becomplimenting education;

this will be enforced bythe support of MatthewHancock, Minister forSkills in the Departmentsof Business and ofEducation. This will alsobe portrayed by workingwith local media academystudents within the eventlaunches.


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seems undesirable to thosewithin the ABC1 category,unlike B-Hive Academy iswhich targeted at thatdemographic scale.

Universitiesown workexperienceschemes -

These schemescould be in actionwithin universitieswhich state workexperience is arequirement of thecourse.

For example,Birmingham City

University engagethe students on theMedia andCommunicationscourse with workplacements througha module calledProfessional Studies.

The students who areenrolled to the creativeindustry courses whichrequire work experience.

Businesses to participatewith the university courseby doing things such asproviding placements orproviding information on

how to gain placementswith creative industryemployers.

These schemes implementedby universities may not be asrewarding as what B-HiveAcademy is offering. Withuniversities, it is an oftenindependent placementexperience where they mayhave to reflect on what theyhave learnt after theplacement is carried out. B-

Hive makes sure thatstudents get the most out oftheir placements and developthe appropriate skills.

B-Hive Academy uses current4G technology to guide thework experience process anddevelop a suitable skills basebeforehand.

The campaign will betargeting media whichuniversity academics willbe susceptible to, such asradio debate shows andbroadsheet newspapers.Through these methods itwill be demonstrated howB-Hive Academy cansupport young peoples

career paths andcomplement education.

The competition will alsoraise awareness of B-HiveAcademy as it is workingwith Skillset mediaacademies.

Go Wales Government backedproject which aims toget current university

Students and Graduateswho want to work withinthe creative industries.

B-Hive Academy is availableto students nationwide,working with nationwide

The event launches arealso all over the countryso students and creative


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students andgraduates to carryout work experiencewithin the creativeindustries in wales.

The work placementpositions are paidaround 250 perweek and last around10 weeks.

Students who jointhis scheme cancomplete a short

work basedqualification whilst onwork placement.

Creative industrybusinesses within Wales.

creative industry businesses,not just those based in onelocation.

B-Hive uses current 4G

technology to guide the workexperience process thequalification scheme GoWales is not as advanced orrewarding as this.

There is no skills basedscheme to work towardswhilst on work placementunlike B-Hive Academy,

which guides and educatesstudents towards andthroughout their placements.

Students who enrol to B-HiveAcademy will be participatingto further their careers andnot influenced by the offeringof a wage, unlike what GoWales is offering to

participants.

industry employers allover the country canaccess the launch.

The campaign will be

targeting national press,not just local. Thisensures coverage acrossthe UK.

B-Hive Academy isshowing examples of howeffective the program isby blogging about thecompetition winners

experience within theirwork placement. This willcreate more awareness ofthe campaign throughsocial media links.


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Website Hits

As we will be promoting the website numerously throughout the campaign and within the events, by

analysing the amount of website hits B-Hive has had since the launch we can tell if the campaign has been

effective by an increase in hits. If this is a large amount of hits we can see that people have actively

sought out more information via the website. If they have visited the website, it can also suggest that othersocial media methods have worked as the web address would be included within the press packs and the

web address published within a range of media. If you break down the website hits into precise times, you

can also try and work out which media/press has been most effective in driving the hits to the websites.

For example, if the website hits increase dramatically after a launch event, you can tell that the launch

event was a valuable method of driving people to the website.

Subscriptions

Although there would have been no subscriptions previously to the PR campaign, you will be able to tell bythe amount of subscriptions gained since the PR Launch. Similar to the website hits, you could break the

number of subscriptions down to dates and identify a correlation between subscriptions and media activity.

This will show which method has had an effective audience reach leading to more subscriptions.

Analysing media cuttings

A lot of print media has been targeted throughout the campaign. A useful and easy tool to analyse how

effective the press packs have been to the print media is by collecting any features or articles on the

campaign. By counting the amount of press packs sent out and the amount of media cuttings collected, apercentage can be formed, showing how successful the campaign was within print media.


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Advertising value equivalent

This will be an effective method of evaluating whether the campaign has been successful as we are

targeting a lot of print media; therefore it the valuation produced will be a good representative of the

campaign as a whole. As the magazines we are targeting have very high profiles within the UK, therefore,

if majority of articles are featured, the AVE will be high, judging the campaign a success.

Footfall at the launch events

By counting the amount of people attending the launch events the effectiveness can be measured. If there

is a good turn out to the events, you will be able to tell that the campaign has had good media coverage as

people will have been directed to the event by the media or street team.

Questionnaire

A questionnaire will be produced and given to around 500 people, in our target audience range. Thequestionnaire provides quantitive data which can easily be analysed and transform into graphs/diagrams.

The topics covered within the questionnaire will judge the participants awareness of the campaign.

Documents

B-Hive Academy PR Campaign - Rachel Cryan