Flashiz Pro KB Lc Final

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Flashiz

April 2012

PR Proposal

All ideas and concepts enclosed are the exclusive property of apple tree communications S.L.

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Agenda

Our understanding of the briefing

Analysis of the situation

Communications strategy

Action plan

Account Management

Team and budget

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Agency asignment

TO INCREASE AWARENESS TO INCREASE SALES

FLASHIZ PR OBJECTIVES:

1. To find a strategic PR partner for Flashiz in

Spain

2. Build awareness of Flashiz in Spain across all

customer segments

3. Create deeper relationships with all key

stakeholders, including customers, industry

and media

FLASHIZ ACCOUNT MANAGEMENT

REQUIREMENTS

1. Reporting, measurement and analysis

of PR programmes.

2. Suggesting improvements in efficiency

and content for all communications

activities.

3. Prioritization and alignment of public

relations activity with key sales and

marketing objectives is crucial.

4. Competitor awareness and analysis.

5. Campaign structure

6. Proactive approach: counsel and

provision of ideas, advice and

recommendations regarding the best

way build the Flashiz brand in Spain

7. Crisis communications counsel as

needed.

Flashiz is searching for a strategic communications partner to create and execute an effective PR

campaign in Spain to launch Flashiz

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Agenda




Action plan

Account Management

Team and budget

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Our methodology

ACCIÓN 1

apple tree communications follows a proven

methodology that begins with the evaluation of the

current situation, that acts as our ‘starting point’ in order

for us to define the positioning, the basic communication

strategy and the key messages to communicate.

Then, we will proceed with the process of segmentation

of target audiences and media. apple tree

communications will define an action plan to be

implemented in Spain including press office tasks as

well as other types of activities.

apple tree will elaborate an activity and coverage

report including an evaluation of the results and some

future recommendations.

Situation analysis/

context

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The 4 C’s

CORE ASSETS CLIENTS

(TARGETS)

COMMUNICATION COMPETITORS

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UNIQUE SELLING PROPOSITION


4C’s: Core assets Flashiz

SERVICE OFFERING

- Mobile payment system with more

transactions in the Euro zone

- Company registered in the Bank of Spain

as an electronic money institution from July

2012

- Internationalization strategy (increasing

presence in other markets. (In 2013: US,

Mexico and Australia)

- Social responsibility (NGOs – one of Flashiz

key targets)

- Free app

- No added costs for the user. A little % for

the business owners

- Easy to use

- Secure system

- Available for iPhone, Android and

Blackberry (soon) users

- Universality: works with all mobile phone

operators and all savings banks

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4C’s: Clients (targets)

1.1. Software editors / ERP’s / payment terminal providers

1.2. Major commercial chains/ Online businesses

1.3. NGOs

2.1. Individuals

2.2. Professionals (Commercial clients)

3.1. B2B Online & Offline media

3.2. B2C Online & Offline media

3.3. Bloggers & Influencers

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FlashiZ has a number of competitors in the Spanish market:

1. QR-Code mobile payment apps:

• Momopocket

• MyMoid

• >Virus

• Kuapay

2. Mobile payment app – turns the smartphone into a POS

• iZettle

• SetPay

• SumUp

• PayMet

• Square

3. International competitors

• PayPal

• Google Wallet


4C’s: Competitors

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Starting point

4C´s: Competitors Benchmark

CEN

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• No added costs

• Mobile payments via QR or

barcode

• Multiplatform

COMPETITORS

Spain (Málaga);

starting national

and international

expansion.

• No fees

• Free app for the user

• Payment through app from

recharge system

• Loyalty programs

• Forget the cash

• For all platforms

• Discover promos and sales

MOMOPOCKET: Bye bye

cash!

• iOS & Android and online service

• Super Fast Sign-up

• Daily Deposits

• Security Sistems

Sweden, Norway,

Denmark, Finland,

UK, Germany and

Spain.

• Great partners (banks)

• First device included

• A solution for merchants

• The social payments company

• Secure card payments

Izettle: Secure card

payments

KUAPAY: Get your mobile

wallet!

• No added costs for the user

• Mobile payments via QR

• Multiplatform

• No added costs

• Easy

• Loyalty programs

• A mobile wallet

• Make it easier for customers and

merchants to have great

transactional experiences using

smartphones

United States,

Spain, Chile…

SERVICES COMPANY

KEY MESSAGES & VISIBILITY

COUNTRY

http://www.google.es/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=WJMrgM6QUSLtoM&tbnid=fGDGn5ovhKuleM:&ved=0CAUQjRw&url=http://www.paymentobserver.com/tag/izettle&ei=7NZvUZqtG8PQ0QWQzYHABg&bvm=bv.45368065,d.ZWU&psig=AFQjCNF4iLARHzTKkdIQOPxBNeBKuXy7Qg&ust=1366370408754614

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Main topics currently covered in Spanish media:

• Emerging new mobile payments systems in Spain

• New payment apps / companies landing in the Spanish market

• Comparison between the different payment apps and devices

• New services and updates of different apps

• Usage of the apps

• New payment solutions for new “credit card” generations

Main publications which cover mobile payment issues:

• Tech publications and blogs (apps, mobile, internet, etc.)

• Economic publications

• General publications and news agencies

• Consumer publications


4C’s: Communication - Awareness

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4C’s: Communication - Awareness

CEN

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Total clippings* (last 2 months):

18 Mainly regional online media Examples: - Lasprovincias.es

- Malaga21.com

- MalagaHoy.es

- Terra.es

- TVE

PR Actions: Regional launch and press release

* Source: Pickanews

Total clippings* (last 2 months):

27 Only Online media Examples: - EFE

- Europa Press

- La Información

- La Vanguardia

PR Actions: National Launch. Ícaro Moyano as Head of Comms – ex- DIRCOM de tuento & ex Dircom & RS Grupo Prisa

Total clippings* (last 2 months): 93

Off and Online Media Selected ones: - ABC

- El País

- La Vanguardia

- El Economista

PR Actions: National Launch, 1to1 interviews, ongoing PR

http://www.google.es/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=WJMrgM6QUSLtoM&tbnid=fGDGn5ovhKuleM:&ved=0CAUQjRw&url=http://www.paymentobserver.com/tag/izettle&ei=7NZvUZqtG8PQ0QWQzYHABg&bvm=bv.45368065,d.ZWU&psig=AFQjCNF4iLARHzTKkdIQOPxBNeBKuXy7Qg&ust=1366370408754614

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Conclusions

AWARENESS:

Nowadays, all the issues related to mobile payments are hot topics in Spain. Everyday new mobile payment

services are landing in our market, so there is crucial to move quickly to become the QR-Code mobile

payment reference app. No QR mobile payment system has achieved significant visibility to date in Spain.

PERCEPTION:

There has been lots of coverage but mobile payment solutions are still not widely available / accepted in

Spain. In general there is a reluctance to use this type of app, to take and receive payments through mobile

phones and tablets, as there is a fear that the procedures are not safe. There is an opportunity / need be seen

as a safe and responsible service.

CLIENTS:

There is potential to promote the different services such as FIDELITiZ and SIGNiZ. As we believe these are

services that will differentiate Flashiz from the competition. In addition the NGO target is key for Flashiz and an

application that is both differential and newsworthy.

DIFFERENTIATION:

FlashiZ has a lot of similarities in terms of usage and messaging. We highly recommend to promote its interest

for NGOs and try to create new distinctive messages to stand out from the crowd.

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Agenda




Action plan

Account Management

Team and budget

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Communications Strategy

1. Key Messages: Flashiz is…

Universalidad (cualquier persona que

tenga un móvil, puede

utilizarlo)

La más utilizada

en Europa (con

mayor número de transacciones)

Responsabilidad

Social (revolucionando el mundo de las donaciones en el sector de las ONG´s a través de móvil)

Internacional (un negocio en expansión

internacional)

Multi

plataforma (iOS y Android)

Control y

Seguridad (avalado por el Banco de

España)

Flashiz es…el servicio de pagos móviles

más responsable Flashiz es…la app de pagos móviles

favorita en Europa Flashiz es…la app de pagos móviles más utilizada en Europa Flashiz es… la mejor app de pagos móviles

To finalise with Flashiz

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2. Target segmentation

We need to have a deep understanding of our target audiences in order to adapt and fine tune our

messages:

1) Stakeholder mapping

A key step to understand who we need to engage with in order to create and grow solid relationships. Profiles

would include:

• Software editors / ERP’s / payment terminal providers

• Major commercial chains/ Online businesses

• NGOs

2) Media segmentation

Media segmentation will be done for each target following our 3 tier system which allows better targeting and

better measurement of KPIs and results. We recommend the following media segmentation (see annex I):

• B2B: Trade media

• B2C: Consumer and general media

• Online (blogs and influential opinion leaders)

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Strategy

Deeper relationships with Stakeholders Build awareness with target audiences

• Speaking Opportunities

• Association Marketing

• Flashiz flashes

• Launch – Responsable Mobile Payments

• First ever no cash festival

• You Owe Me

FLASHIZ… el servicio de pagos

móviles más responsable

Press Office & On-line influencer programme

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Agenda




Action plan

Account Management

Team and budget

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Action Plan

1. Deeper relationships with Stakeholders

In this programme, we have aligned actions to the priority target: Software editors / ERP’s / payment terminal

providers, Major commercial chains/ Online businesses and NGOs.

Own conference roadshow - lead by an

influential figure in the technology field

(E. Dans). The idea is to invite priority

target and each talk will be focused on a

different sector: consumer, fashion

industry, technology …

These Mobile Payment trends sessions

would assist in positioning Flashiz as a

leader in this area.

Focussing on one key application

“how mobile payments are

revolutionizing NGOs”, we will manage

Flashiz presence at events attended

by the priority target: The App Date,

OMExpo, E-Commerce meeting,

Betabeers (software & apps

networking), Bdigital Global Congress

(june), #APPLETREEBYTES…

SPEAKING OPPS FLASHIZ FLASHES

We will propose association marketing

activities such as:

• Recommend white papers

• case studies

• industry resources

This will build stronger relationships with

bodies that will assist commercial

growth

ASSOCIATION MARKETING

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Action Plan

2. Build awareness with target audiences (I)

We want to create a launch that will make Flashiz stand out from

the competition, that will also help position Flashiz (both with the

general public and key target audiences) as a leader, as a

responsible company with a responsible mobile payment solution.

We propose an action that focuses on one key application as a

way of presenting all core aspects of the Flashiz service – and is very

different from the ‘standard’ way of launching mobile payment

services.

This plan would be the basis for the launch:

"RESPONSIBLE Mobile Payments”

The big idea is to collaborate with a high profile NGO campaign

and communicate that we are creating the first charity campaign

vía mobile payments with QR codes. This action must be free for the

NGO in a partnership action supported by Flashiz- responsible

mobile payments.

In this way we can promote CSR, explain how easy it is to use the

application with real cases that are already being implemented in

Spain, we would impact both media and the general public and

the NGO.

in collaboration with Make your donation here

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Action Plan

2. Build awareness with target audiences (II)

Phase 1: PRE- LAUNCH

• Selecting top level NGOs to offer the opportunity to present the product as a revolutionary solution for raising funds in the sector. In making this agreement, we believe that in exchange for the impact we achieve, Flashiz could offer the software for free with no commision.

Phase 2: LAUNCH

• We will come together to launch a great campaign and exploit it through all media channels. The idea is to convey that mobile payments are responsible and are revolutionizing the NGO segment that is seriously affected by the crisis.

Phase 3: POST LAUNCH

• We will use this case study as an example, in media and commercial presentations

• Ongoing PR

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Action Plan

3. Aditional Ideas for Launch

In addition to the proposed

launch activity, we propose a

couple of additional ideas that

we believe will assist Flashiz in

creating awareness in Spain.

1. A proposal to increase media

awareness

2. A proposal to increase

awareness across social

networks.

Mobile World Festival is WOW! It is new,

different, awesome and

unique. It offers a great experience to

visitors and participants and

provides an outstanding platform for brand

presentation and user

experience. What we propose is an

agreement with them to make this festival

the first where you no need cash to pay in

the whole venue.

We believe that one of the features of

Flashiz, the ability to pay money from user to

user, could result in a funny social media

campaign. We propose creating a series of

videos representing situations that have

happened to us all: the friend who never

pays. We believe through social networks

these videos could have a wide circulation.

YOU OWE ME! THE FIRST EVER NO CASH FESTIVAL

Insert picture

7.50 x 5.50 cm

Insert picture

7.50 x 5.50 cm

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Action Plan

4. Press Office: Ongoing PR

The media relations team will carry out the following activities for consumer and trade press:

1) Proactive press office

• Define editorial themes by key messages

• Press release calendar by themes and external events that can be activated

• News creation: proposal of newsworthy angles related to key messages, and management of

special features with selected target media

• Press material: revision and constant update of press kits, boiler plates, etc.

2) Interview coordination and management

• Promotion of the Spanish Flashiz spokesperson as an authority in the sector

• Proactive management of interview opportunities

3) Press briefings

• Media call for important product releases, company initiatives or cultural events

• Proactive proposal for media meetings: breakfasts, informal meetings, one to ones

4) Data base management

• Management of media contact list, segmented by type of media (B2B, B2C) and tier selection

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Action Plan

5. Online Influencers (I)

We recommend extending our communication activities to include key on-line influencers and bloggers

Creation of influencer map and data base: define KOL by segment, product or interest and online influence

@isasaweis

@hombrelobo

@hectormilla

@jenesaispop

@cucharasonica

@ramonlobo @marabad

@mtascon

@fotomaf @g_calatrav @canonistas @dansanphoto

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Agenda




Action plan

Account Management

Team and Budget

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Account Management

Team structure

KIRSTY BROWN

Founding Partner &

Communications Director Laura Corvo

Account Director

apple tree communications has put together an optimum team of professionals to best meet Flashiz’s

requirements and the scope of work required. To this end, the chosen professionals have been selected on the

basis of their expertise in trade and consumer media relations, social media campaigns and industry know-

how.

Elena Santaolalla

Account Executive Barbara Martínez

KOI´s PR

Supervisor

JACOBO ZELADA

Madrid Director

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Account Management

Reporting & Meetings

apple tree communications’ project management methodology is always “hands on” so we recommend a

minimum number of meetings, status updates and strategy reviews. Our standard recommendation is:

• Initial kick off meeting to start work and agree campaign objectives with clear KPIs

• 2 Strategy/creative review meetings per year, with management involvement

• Monthly meetings with Account Manager and Office Director in person or via phone

• Weekly status updates (with Account manager in person or via phone)

These account management meetings are complemented with comprehensive reporting and measuring of PR

results. Our reporting commitment includes:

• Weekly activity reports

• Monthly analysis reports (includes activity and coverage report plus an evaluation of the results)

• Quarterly communications review (full report with ROI and results vs KPIs)

• Year review

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Account Management

Reporting & meetings

Measurement and continuous monitoring of results

are required to maximize, adapt and improve

investment in communications. apple tree uses three

variables to measure the evolution of the

communications program:

• Activity report (which reflects the amount of

work put into the account)

• Coverage report: details of the results (in

qualitative, quantitative and economic

levels)

•Evaluation and analysis of results against the

objectives pursued with the communications

program

apple tree communications will also perform a comprehensive analysis of the

news published and/or issued:

• Value of coverage in advertising equivalent

• Presence -or absence- of speakers;

• Presence -or absence- of graphic image or logo;

• Key messages covered

• Tone

• We use a point system which would have to be approved by client

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Account Management

Crisis management

apple tree communications recommends a crisis preparedness meeting with Flashiz to establish the crisis

protocols.

We will work together to study and define the different risk scenarios and risk level for each of them.

Flashiz should duly inform apple tree about all relevant information and documentation to shape the crisis

management manual (quality certificates, ethical code, etc.)

Depending on the level of Flashiz´s crisis manual and/or protocol, we recommend the following activities as

a standard:

• Definition of the Crisis Management Team (key spokesperson, media contact, legal, agency, etc.)

• Creation and/or update of full contact list: internal and external stakeholders

• Crisis media training

*Crisis management fees are not included in the basic PR fee and should be negotiated separately

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Agenda




Action plan

Account Management

Team and Budget

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Team and Budget

Team Bios 1

Kirsty Brown:

Founding Partner & Communications Director

- 16 years experience in public relations in the

UK and Spain

- She has worked as the head of PR in a large

UK energy company and has worked as

Director of PR for a strategic consulting

company in Spain for five years

- In apple tree, Kirsty is responsible for large

scale national and international

communication and public relations

programmes

- Holds a degree in Marketing and PR from

Keele University, UK

- Languages:

English, Spanish

- Born in: Sussex, UK

Jacobo Zelada:

Madrid Director

- 10 years experience in marketing and

communications in Spain, UK and Brazil, where he

worked as international commercial officer for the

Madrid Chamber of Commerce

- Jacobo has worked in both agencies (Paniagua

Consultores) and multinational companies

(Procter & Gamble, Telefónica, NH), managing

large scale projects for brands such as General

Electric , Pantene, H&S, Cadbury or True Rum.

- He has extensive international experience gained in

Sao Paulo, Washington, Hong Kong and London

- Founder and vice president of the communication

agency network 27&More (2008-2010)

- Holds a degree in Journalism from Universidad

Complutense in Madrid

- Master in external commerce from the Madrid

Chamber of Commerce

- Languages:

English, Spanish, Portuguese

- Born in: La Coruña, Spain

- More than 7 years of experience in public

relations, communications and journalism

- Laura started her career as a journalist in

Ondacero and RNE.. She then became External

Relations Manager for Teatro Ferrocarril handling

all media and stakeholder relations . Before

joining apple tree she was senior account

executive at a leading PR company where she

handled international accounts.

- Her experience with clients includes Michael

Page, Optima, Monster.es, eBay, The Glenrothes,

THQ, Google +, Movember...

- She continues her work as a journalist

collaborating as a correspondent for Radio

Nederland International.

- Holds a degree in Journalism from the

Universidad CEU, San Pablo

- Universidad Complutense de Madrid – Master in

Political and Institutional Communication

- Languages:

Spanish, English

- Born in: Madrid, Madrid

Laura Corvo:

Account Director

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Team and Budget

Team Bios 2

More than 4 years of experience in

journalism: news agency, online and print

media. Bárbara has worked as a content editor in the

European press agency, in the news portal Terra

Networks and in the newspaper Público.

After a time living in Brighton (United Kingdom),

she worked as a Community Manager in

Endesa.

In apple tree communications she works for

different accounts likeThe Glenrothes, Oenobiol Paris, Fitbit, Monster.es and Baby Deli.

Holds a degree in Journalism from the

Universidad Complutense, Madrid.

Master in Creative Advertising 2.0 from Zink

Project, Madrid.

Languages: Spanish, English.

Born in: Madrid, Madrid

- More than 5 years of experience in

journalism: radio, television, online and print

media.

- Elena started her career presenting

the regional magazine in Onda Cero radio in

Castilla y León. Work alternated with

specialized media interviews in Science,

Theatre and Cinema.

- After a time living in Rome (Italy), she began

to work for the online publication

Laguiatv.com or EL MUNDO TV at culture

and society section.

- In apple tree communications she works for

different accounts in which we can mention

The Glenrothes, Oenobiol Paris, American

Express, Monster.es and Baby Deli.

- Holds a degree in Journalism from the

Universidad CEU, San Pablo

- Master in Companies and Cultural Institutions

from Universidad Complutense, Madrid.

- Languages:

Spanish, English, Italian

- Born in: Madrid, Madrid

Elena Santaolalla:

Account Executive

Barbara Martínez:

Social Media

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Team and Budget

Budget

Monthly fees for communications team ( 2 people) ……………………………………€3000

Monthly Out of Pocket Costs ……………………………………………………….………..€150

Monthly clipping service (offline and on-line, inc. evaluation)………………………...€750

Social Media Support (Blog, Facebook, Twitter – strategy & community management)

to be budget separately depending on requirements

Budget doesn’t include:

IVA, costs associated with the creation / production / printing of any materials (photocalls, press kits, etc.)

Production costs related to events

Travel and hotel and associated costs

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…tempted?

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General media

• El País

• El Mundo

• La Razón

• ABC

• La Vanguardia

• El Periódico de Catalunya

• Avui/El Punt

• Ara

• 20 Minutos

• Público

• Qué!

• El Confidencial

Economic media

• Expansión

• Cinco Días

• El Economista

• L’econòmic

• La Gaceta de los Negocios

• Negocios

• Cataluña Económica

• Dossier empresarial

• Món empresarial

• Finanzas

• Dinero

TV

• TVE

• Antena 3

• Telecinco

• Cuatro

• La Sexta

• Tele Madrid

• TV3

• BTV

• Intereconomía

PR Agencies

• Europa Press

• EFE

• ACN

• Servimedia

• Colpisa

Radios

• SER

• COPE

• RNE

• Onda Cero

• Radio Intereconomía

• COM Radio

• RAC1

• Catalunya Radio

Annex I

Press Office - Key media (1/2) – B2C

Lifestyle

• Vanity Fair

• Spend In

• Harper’s Bazar

• Lati2

• DT

• Esquire

• FHM

• Gentleman

• GQ

• Quo

• Man

• Men’s health

• AR

• Cosmopolitan

• Elle

• Woman

• Cuore

• Vogue

• Clara

• Glamour

• Marie Claire

• In Style

• Telva

• Yo dona

• Psychologies

Leisure, trends

• El Duende Madrid

• El Embrujo

• Go! Guía de Ocio

• Guía del Ocio

• Guía dek Ocio BCN

• Guía Time Out

• In Madrid

• Time Out Barcelona

• What’s On

Blogs & Influencers

• Enrique Dans

• Alt 1040

• Actualidad iPad

• Applesfera

• Bitelia

• Código Geek

• Concecti.ca

• El Android libre

• Xataka

• Fayer Wayer

• Geek’s room

• Genbeta

• Gizmodo

• Tic Beat

• Trece Bits

• Wwwhat’s new

• IT Expresso

• Iworld

• Soy Greek

• Tu Experto

• Engadget

• Gizmología

• Hipertextual

• Iphone blog

• Actualidad iPhone

• Appleblog

• iPadízate

• Somos iPhone

• Movilzona

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Target media

Press Office - Key media (2/2) – B2B

Marketing

• IP Mark

• Estrategias de

Comunicación y Marketing

• Anuncios

• Marketing news

• Brand Life

• Control de Publicidad

• El Publicista

• Interactiva Digital

• Marketing directo

• Puro Marketing

• Investigación y Marketing

• Marketing + ventas

• Top Comunicación y

Marketing

Technology & Mobile

• Computiing

• Comunicaciones hoy

• Computer Hoy

• Computer World

• PC Actual

• PC World

• Personal Computer &

Internet

• iPhone World

• Telefonía y

Comunicaciones

para todos

• Gadget

• Movilfonía

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…tempted?

Documents

Flashiz Pro KB Lc Final