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Publicizing strategyPress relations and internet social
networks2nd semester 2010
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PRESS
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Press Permanent actions
Monitoring and constant update of guides According to the
clipping. Anexo will offer uptade when necessary
News monitoring of the main media
Quarterly reports will be issued
Daily mailing of the monitoring report and archive
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Priority media
Weekly magazines (Veja, poca, Isto Gente) Newspapers (Folha de
S. Paulo, O Estado de S. Paulo and Valor
Econmico)
Free newspapers (Metro, Destaque and MTV na Rua)
Youth oriented magazines (TPM, Gloss, Criativa, Trip,
Capricho,Rolling Stone)
Gastronomy magazines (Prazeres da mesa, Menu, Gosto e Gula)
Asian-descendent magazines and papers in So Paulo (SPShinbun,
Jornal Chins do Brasil, Cho Sun (korean), Dong-A
Coreano) Monthly magazines (Vip, Playboy, Elle, Marie Claire,
Claudia,
Nova, Mens Health, Womens Health)
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Actions
Restaurant Week
Childrens day
Eventual promotions
New menu
Christmas
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Pitches/Hooks
Sit and share Pitch to youth oriented magazines aboutdishes that
can be shared allowing you to taste a great mealwithout spending
all of your money
Restaurant-lounges Pitch to youth oriented magazines
about pre-party restaurants Pitch to TV channel suggesting a
story to take place in the
restaurant. (ex: TopTop da MTV)
New manners to serve classic cocktails
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Pitches/Hooks
Special menu for the childrens day Ping Pong family Non-stop
restaurant Pitch to youth oriented magazine
about cool places with unlimited wi-fi that can be used togather
groups to do off-home homework
Fit food Pitch to fitness magazine about light meal in
theafternoon
Inform about nutritional values, functional food, calories,
etc
Special menu for the Christmas The Ping Pong Christmas
Inform about the special menu with exclusive dishes and
cocktailsand a possible promotion for the holidays
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SOCIAL NETWORKS
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Social networks - Objectives
Consolidate the brand in the social networks Reach 800followers
in twitter until december 2010
Nowadays there are 500 followers (35% growth)
Align speech to the press communication
Keep direct communication with clients via twitter
andfacebook
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Social network permanent actions
Publicizing of restaurant actions in line with
presscommunications
Promotions
Opinion monitoring
Report for potential crisis and opportunities on social networks
andfeedback suggestions
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CHRONOGRAM
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Actions chronogram
August: 1st fortnight:
Presentation and approval of the publicizing plan for the second
semester2010 to Ping Pong
Reunion with Ping Pong to gather information about childrens
day, end ofthe year celebrations and other actions
2nd fortnight: Pitch Sit and share Pitch Restaurant-lounges
September:
1st fortnight:
Pitch to TV program offering the place to a program (ex: TopTop
da MTV) Pitch to Barato da semana (cheap of the week) it fits in
your ticket
2nd fortnight: Twitter promotion
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Actions chronogram
October:
1st fortnight: Publicize the childrens day promotion Family Ping
Pong Exclusive photo to Guia da Folha (biggest newspaper in
Brazil)
Pitch non-stop restaurant
Ping Pong 1 year anniversary
2nd fortnight:
Pitch fit food Twitter promotion
November:
1st fortnight: Publicize - new menu
Invitation to journalists to taste the new menu
2nd fortnight: Action with pro-bloggers: visit to the dim sum
factory, dim sum/
cocktail class and lunch
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Actions chronogram
December:
1st fortnight:
Foursquare promotion
Tweets about the foursquare promotion
2nd fortnight:
Christmas special menu press release
Invitation for journalists to taste the promotional menu.
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Phone: (+55 11) 3082-5553
Press managementClaus Hansen ([email protected] / 11
8333-7818)
Social networks managementAlice Alves dos Santos
([email protected] / 11 7977-1561
Coordination:Patricia Moll Novaes ([email protected] / 11
7211-9790)
Mauro Hossepian ([email protected] / 11 7028-2161)
