B-Hive PR & Social Media Campaign C2C - Summer Leisure Campaign Proposal From Claudia Miguel (2nd Year PR Specialist on the Media & Coms BCU Course)

Contents 1) Introduction - Right PR (Executive Summary) - C2C 2) Research - C2C Research - Audience Research & Findings - Aims and Objectives 3) Campaign Strategy - Campaign Approach - Strategies and Tactics 4) Delivery - Timescale (Schedule) - Budget and Costs 5) Evaluation - Reflection of Aims and Objectives

An Introduction to ……

History Right PR is an integrated public relation and promotion agency based in Birmingham’s City Centre, Digbeth. The award-winning agency specialises in the music PR of all genres. Vision PR launched in the summer of 2010, and in the past seven years has been recognised for its achievements, which include ‘Small Consultancy of the Year’. Our team consists of members with a range of professional’s experience, including hospitality, marketing, advertisement and media relations.

Clients Here at Right PR, we make it our mission to give our clients what they want and need. Over the past seven years ,we’ve had the opportunity to work with local businesses as well as brands known nationally; in the fields of beauty, music, travel and fashion.We believe it’s our attention to detail that sets us aside, and that’s why we pride ourselves in our meticulous attention to the smaller things that contribute to the overall success of the event.

Agency Goals and Aims For over eight years we have been putting on events that meet the satisfaction of our clients and fulfil their criteria, needs and wants to a high level of professionalism. With everything we do, we aim to give our clients the best of the best and meet their requirements throughout the planning process, the event and post-event undertakings

Our understanding of…

C2C

• An English train operating company - owned by National Express.

• The line was first built in the 1850s, and since has operated under a number of names.

• C2C is an award-winning train operator running services between Fenchurch Street (London) and Shoeburyness.

• In 2015 C2C were named Passenger Operator of the Year at the National Rail Award.

• C2C was names London’s best commuter operator in Which? Magazine’s 2015 survey of rail companies.

• Committed to putting the customer at the heart of everything.

• C2C’s vision is to earn the lifetime loyalty of our customer by consistently delivering.

• C2C constantly strive for excellence, and by being excellent, meets

customers expectations.

• Safety lies as one of C2C’s priorities - more than anything they value the healthy and safety of customers, employees and the general public.

We did our…

Research After researching and grasping an understanding of C2C and what the brief entails, I decided that it would only be fitting for the ‘Summer Leisure Campaign’ I create, be targeted for students aged 16 - 23 (sixth form to undergraduates). The brief highlights that one of the key aims of the campaign is for it to last over the summer period and as students have a long period of time off during the summer months, they seem to me the best target market for optimal success. It’s imperative to have a clear understanding of any external components that might influence C2C and the proposed campaign, which is why I have analysed this in the form of a PEST analysis, reviewing four key areas; political, economical, social, and technological.

Macro-Environmental Issues - C2C Political:

• Brexit will have an impact, it has been confirmed that the UK will start the two-year process of leaving the EU in March 2017, could lead to economic issues; • Privacy laws and email marketing regulations.

Economic:

• The rise of inflation could lead to the prices increasing and in turn leading to low level of consumer purchasing; • The potential for a recession as a result of high inflation, low

spending in a post-Brexit society; • Confidence of customers may have chances to fall • Interest rates may rise.

Social:

• Trains are one of the most used methods of transport in the UK; • Vast amount of competition - Virgin Trains, Cross Country etc, • Brand perception,

Technological:

• Lack of technology / WiFi on board trains, • Lack of YouTube content - (avenue to explore), • C2C has a mobile app, • Advances and advantages of the internet,

In addition, both internal and external influences of the business have been

summarised within a SWOT analysis, which covers the following four areas;

strength; weaknesses; opportunity; threat.

SWOT Analysis - C2C Strengths:

• Low fixed costs (services), • Ethos / customer service, • Safety measures in place, • The actual trains themselves, • Uploads on to social media are frequent, • Established - but only regionally.

Weaknesses:

• Lack of brand awareness, • Destinations available - opportunity, • Limited target market, • Crisis management - not addressing the publics complaints

(especially on Facebook). • Advertising / promotion

Opportunities:

• Access to new markets; • Growth in the industry - more destinations, • Explore other potential social media sites - Snapchat, • Increase online presence / engagement with the target market.

Threats:

• Brexit and consumers fears leading to low levels of trade; • The UK falling into recession - post-Brexit effects; • The strength of sterling post-Brexit; • Decline use of trains as a transport method, • Using coaches as an alternative method to travel, • Competitors / network rivals in the same market.

Audience Research Having identified that my chosen target audience for this campaign will be students aged 16 - 23 (sixth form to undergraduate), it’s necessary for me to conduct some primary research into the current perceptions that the target market has on C2C. In addition, I also want to look at the target markers usage of social media and what platforms are used more in comparison to others, and start to build a base for the campaign. I also wanted to find out whether or not they knew/followed any online bloggers or influencers and their opinion on ambassadors that were online influencers. My primary research was undertaken by a small sample of students (both male and female), and the general consensus was that had no heard of C2C trains nor knew what services they provided. However they had heard of C2C’s competitors; Great Anglian, Cross Country and National Express. This here suggests that we will need to work on brand awareness and use online

platforms that are mostly used by our target market to improve brand perception, and in the long run, gain more C2C train users. Both primary and secondary research indicated that the most commonly used social media sites by individuals aged 18 - 23 year-olds were:

• Facebook - 87% • Instagram - 55%

• Twitter - 40%

• Snapchat - 32%

In addition, 70% of the individuals that completed the questionnaire identified one to two online influencers that they followed closely; whether that was on their YouTube channels, blogs or other social media sites. They specifically pointed out that they like to watch YouTubers and a attend meet and greet events when they come about. Several online influencers that were mentioned more than once were:

• Lily Pebbles,

• Tanya Burr,

• PointlessBlog (Alfie Dayes),

• Saffron Barker,

• Pixiwoo (The Chapman Sisters),

• The Saccone-Joly

• Lucy and Lidia,

• Samantha Maria The results of my audience research indicate that the proposed target market are avid users of social media, which would mean a campaign using social media would be most beneficial for the client in promoting the company and the services up for offer online - which is also a free platform to use.

Additionally, it was clear that online influencers could play a large role in our campaign, as our target market consumes their content online. It’s also clear that the weakness of brand awareness could be affecting the number of students that use the available services. In turn, using online influencers alongside a social media based campaign may also be valuable in changing perceptions of C2C and reaching a large audience through their social media channels - via collaborations.

Identifying the key…

Aims For this campaign, I have identified the following key aims, which will, in turn, establish the appropriate objectives for the campaign.

• Drive leisure travel over the summer period,

• Establish long-term customers / repeat consumers,

• Brand salience (long-term),

• Introduce students to C2C’s travel services (over the summer months),

• Target those who want to expand their horizons and life experiences,

• To project C2C as one of the best travel methods - ‘take you to anywhere you want to be within 60 minutes,

• Increase engagement on social media with the target market,

• Become more proactive on YouTube,

• National coverage (online, radio, print and TV).

Combining the two and creating…

Our Objectives

1) Increase the number of student customers by 20% by the end of the campaign (31st August 2017).

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2) Get C2C a minimum of 15 features on a variety of national media outlets, including radio, magazine, print and online media outlets, by the end of the

campaign (31st August 2017).

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3) Increase C2C’s YouTube activity and subscribers by 15% by the end of the campaign (31st August 2017).

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4) Increase C2C’s social media (Facebook, Twitter & Instagram) engagement / impressions by 15% by the end of the campaign (31st August 2017).

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Introducing…

The Campaign Approach Taking all of the research into consideration, the ‘Summer Leisure Campaign’ I propose to meet the set aims and objectives will optimise the use of social media and social media influencers. The idea I put forward is to reach out to two well-known bloggers / YouTubers and have them act as brand ambassadors for C2C. Where they can blog / vlog their trips and post their experiences on their online platforms. The two chosen social media influencers will represent the business in a positive light and in doing so, will help increase brand awareness to the chosen target market and in turn increase sales. In addition to this, and in order to maximise the number of individuals targeted and the number of individuals the content reaches; I propose that C2C and the chosen ambassadors collaborate with regional sixth and university magazines, where two contributors will have the chance to use C2C’s services alongside the ambassadors and write up about their experience and have them printed into there sixth form or university magazines. Their days will be jam-packed with activities and they will be able to promote C2C on their sixth form or university magazines / online publications to really get the word out. The days will be paid for and there will be a videographer to compose a professional video, which will be uploaded onto YouTube and other social networking sites. As the campaign will run through the summer periods (June - August) there will be the following:

• Two trips a month (excluding June) = minimum of 2 posts / features a month from student participants and ambassadors,

• All participants encouraged to promote the trips of their social media,

• Each blog / post / feature will have a link to a 20% code for its users,

• Each trip will have a different destination with different things to do with the ambassadors: i.e. visit the seaside, trip to museums etc.,

• On the very last trip there will be a meet and greet style event with the ambassadors, general public will be invited (promo for C2C),

• During each of the trip, there will be a videographer filming the days,

then editing it and uploading to YouTube, Facebook & Twitter to generate more traffic

• Throughout the campaign there will be a competition where the

winner can win a free Smart Student C2C card with the price of annual season ticket paid for - in order to win terms and conditions must be followed (i.e: must follow all of C2C’s social media sites, must be student and must be willing to write a review if they win).

The proposed campaign allows for us to meet the set aims and objectives for C2C, by increasing the number of students exposed to C2C and their services amongst other key factors.

*** Next steps

• Identify ambassadors,

• Identify sixth forms and university’s to collaborate with (need a magazine / online platform),

• Plan out each of the trips and the itinerary (4 in total),

- Thorpe Park - London Attractions - South-End - Chalkwall Beach

• Plan out the event logistics,

• Plan competition,

• Hire videographer & editor

• Consider budget and schedule for the overall campaign.

The campaigns…

Strategies and Tactics Identify the right ambassadors It’s important that we take into consideration our primary research findings when selected the right ambassadors. We want to choose ambassadors that has some experience in writing / creating content about travel, as well as an individual who has a passion for travelling and that appeals to our target market. We also need to consider figures such as subscribers and follower; the more followers, the more individuals the content will reach - but also the more expensive the individual becomes to work with. We also want an ambassador that is engaging with a younger / student audience, and an individual who’s viewing statistics indicate that a large sum of their audiences are 18 -23. Taking all of this into consideration, and after conducting my own research, I believe that right ambassadors for C2C would be Lil ly Pebbles and Pointless Blog (Alfie Dayes). Sixth form and university magazines A large segment of the campaign is having contributors from both sixth form and university magazines write about their experiences after using the C2C services. In order for this to happen, we need to establish magazines societies at universities in the south and sixth forms too. We have decided that the maximum number of students that will take part from each sixth form / university is two; we have decided that we should contact a total of 6 institutions and have a total 12 student participants with us. Examples of sixth forms and universities that we would contact include:

• Pi Magazine - University College London, • The Tab - A national student online publications, • The Student Pocket Guide - Student Magazine (national publication), • One Magazine - Suffolk One Sixth Form College Magazine.

Media outreach As we are aiming for both regional and national coverage, we will distribute all our press release to key journalists and editors, and as summer is known as

the ‘silly season’ for journalists (as there is less happening) there is more of a chance it will make local news and press. Additionally, we’d ask the sixth forms and university’s to liaise with their radio faculty and see if some radio play can be gained to promote the campaign as well as the event at the end. However, research suggests that 75% of 15 - 24 year olds in the UK listen to online radio, so any coverage is beneficial coverage. We aim to book interviews with the ambassadors prior and post event, this would reach a wider audience both online and in print which has the opportunity to materialise into cuttings and we can use this to measure success. Press Releases We plan to release a total of three press releases throughout three-month campaign. One of which will be released prior to the start of the campaign, outlining what it entails and announcing C2C’s first ever social media influencer ambassadors. The press release will include specific details in conjunction with the campaign. The second press release will be released half way through the campaign with the appropriate images and videos attached for the media’s use with links to the content already online. The final press release will be released a day before the event outlining what the event will involve, where it will be held and who will be there. These will be sent out to regional and national media outlets, including ‘The Daily Mail’, ‘The Sun’ and specialist travel magazines. Social media In terms of the social media, each of the student participates will be encouraged to update their social media frequently. They will also be given the chance to take over C2C’s social media sites; including Facebook, Twitter and Instagram. The hash-tag #C2CComeWithMe will also be used and promoted throughout the campaign. The competition will also be announced on all of C2C’s social media sites, explaining how to enter and what the price is. In addition, we have noticed that C2C does have a YouTube page, although the activity on the platform is limited and the page only has 190 subscribers and in turn not meeting its full potential. Throughout the campaign, a

videographer will be hired to film the day and will then edit the footage, and upload it onto YouTube. This will then be shared on all of C2C’s social media sites, as well as the ambassadors and participants - in turn, this should drive up the subscriber count and views. Event The event, which will be held on the 29th August 2017, will follow the format of a meet and greet of the first ever ambassadors, as this was highlighted, as something our target market would attend if they had the chance. There will be the chance to take pictures, and each attendee will receive a goodie bag with C2C promotional material and one lucky person will receive a free seasonal ticket inside their goodie bag. In addition, the winner of the online competition will be announced, and they will win a free Smart Student C2C card with the price of annual season ticket paid for.

How we will…

Deliver

June

Week 1 Week 2

Week 3 Week 4

Establish the ambassadors Establish the sixth

forms & universities we will use Draw up contracts

& agreements Identify the 2 contributors that will participates (from

each uni magazine publication)

Have ambassadors hint on social media

Plan itinerary for the trips (4 in total)

Start social media campaign

Create social media posters / banners /

adverts

Start YouTube revamping

Write Press Release for next month

Finalise dates for the trip and start

planning event

Twitter, Facebook & Instagram hints

Campaign reveal to public

Take note of initial analytic information

Approve / finalise/ send out press

releases

July

Week 5 Week 6

Week 7 Week 8

More social media activity

First trip with the ambassadors &

student participants

Hire videographer for the established

trip days

Videographer edits & uploads video - ambassadors & student

participants plug it

First blogs / vlogs / features written & uploaded online

Website ads & social ads

Track analytics

Check news regularly for coverage

Continued active social media - plug YouTube channel

Implement social ads Continued social

media activity Check news regularly

for coverage

Second trip with the ambassadors &

student participants

Second lot of blogs / vlogs / features written &

uploaded online

Videographer edits & uploads video - ambassadors & student

participants plug it

Implement social ads

Promote Final event and competition

August

Week 9 Week 10

Week 11 Week 12

Third trip with the ambassadors &

student participants

Videographer edits & uploads video -

ambassadors & student participants plug it

Promote the final event - Meet and greet to the

public

Implement social ads

Check news regularly for

coverage

Approve / finalise/ send out press

releases

Track analytics

Finalise the last of the details for the final

event Third lot of blogs /

vlogs / features written & uploaded

online Continued active social media

Final lot of blogs / vlogs / features written & uploaded

online

Final trip with the ambassadors &

student participants

Check news regularly for

coverage

Release final press release

Videographer edits & uploads video -

ambassadors & student participants plug it

Very active on social media -

promoting event Winner of

competition revealed

How we will stay on…

Budget External Expenses

Total Spend: £24,025

Right PR Expenses

Action Time required Cost

Location permissions (Event) 3 hours £150

Hire of security 4 hours £50

Social Media Advertising 20 hours £1000

Press Releases 3 day (22.5 hours) £679

Social Media Updates 12.5 hours £625

Advertising 12.5 hours £625

Plugging & Seeding 10 hours £520

Analytics 8 hours £400

SEO / Boost Advertising 12 hours 560

Emailing Promotions 15 hours £750

Cuttings 8 hours £400

Hire videographer 5 hours £290

Hours total: 132.5

Total Spend: £6,049

Overall Total Campaign Spend: £30,074

Money aside to allow for extras/complications: £2,000

Item Cost

Alfie Deyes (Ambassador 1) £10,000

Lily Pebbles (Ambassador 2) £9,360

Activities (with student participants & ambassadors) £1600

C2C services for student participants & ambassadors £250

Advertising £625

Goodie bags £390

Videographer £450 *4

How we plan to…

Evaluate The Success It’s important to analyse the success of any campaign to understand whether or not the adopted campaign strategies and tactics proved effective or not. Objective 1). Increase the number of student customers by 20% by the end of the campaign (31st August 2017). For this objective there are several ways to measure the success / effectiveness of the used PR techniques; these are as follows:

• Take note of initial number of students using C2C, and work out the increase over the 3 months,

• Quantify how quickly the target was met, if at all, • Create an online survey and measure the increase of users (ask

participants to share on their social media. Objective 2). Get C2C a minimum of 15 features on a variety of national media outlets, including radio, magazine, print and online media outlets, by the end of the campaign (31st August 2017). For this objective there a few ways to measure the success / effectiveness of the used PR tactics; these are as follows:

• Look at cuttings and how many were obtained, • Measure the effectiveness of SMART targets and goals, • Measure increase of web traffic when the online features went live, • Once a ticket has been purchased, have a question asking where they

heard about C2C. Objective 3), Increase C2C’s YouTube activity and subscribers by 15% by the end of the campaign (31st August 2017). The following are methods that can be used to identify whether or not the used PR strategies were effective or not; they are:

• Take note of initial number of subscribers and average views on C2C’s YouTube channel, and work out the increase over the 3 months,

• Look at YouTube analytics to see trends in views, where they are from, and age range - to identify if we targeted the audience we had hoped for.

Objective 4). Increase C2C’s social media (Facebook, Twitter & Instagram) engagement / impressions by 15% by the end of the campaign (31st August 2017). The methods listed below can be used to identify whether or not the employed tactics were effective or not:

• Take note of initial number of followers at the start of the campaign and work out the increase at the end of the campaign,

• Use Facebook and Twitter analytics to measure trends in following, • Look at web traffic, analyse if there has been an increase or not since

the start of the campaign.