15/12/2009 - 1

Charlton AthleticPR Plan

Community Trust

15/12/2009 - 2

Crime & Arson figures

15/12/2009 - 3

Recap of the key issues

• Low awareness• Not a clear understanding• Quantity of activities• Minor communication with

stakeholders• Unspecified pack was launched

15/12/2009 - 4

Objectives

• Promote school pack• Create interest• Raise the stakeholders awareness• Raise the charity recognition• Shows necessities

– publics adhering

15/12/2009 - 5

Strategies

• Create a unique message– conveyed to the targets

• Create buzz around the pack• Prove the pack needs• Reach different targets• Use a celebrity and its advantages

15/12/2009 - 6

PR ActionsPress conference & Open debate

15/12/2009 - 7

Objectives

• Convey clear message– Speech– Press Release

• Describe charity’s actions– Justify by figures

• Present the pack– as the real solution.

15/12/2009 - 8

Targets

• Local journalists– Greenwich Times Editions– Kent and Bexley press

• London & Sports journalists– The Times– The Daily Telegraph– The Guardian

15/12/2009 - 9

Targets

• Important journalists

• Parents Magazines

• Schools Magazines

• Local events Magazines

15/12/2009 - 10

Schedule

• On stage– Jason Morgan - CACT Chief executive

– Matt Horne – CACT Greenwich Social Inclusion Officer

– Officer of the Metropolitan Police– Officer of the Fire Station

15/12/2009 - 11

Schedule

• Room belonging to the charity– Greenwich

• Open debate– At the end

• Press release– Distributed at the end

15/12/2009 - 12

Time Scale

• Invitations

• Phoning

• Event

15/12/2009 - 13

Interviews

• Objectives– Buzz on CACT– Show its activities

• Broadcast– BBC Radio– BBC Breakfast News

15/12/2009 - 14

Interview’s schedule

• Radio– Peak listening time– After daily news– Link with violence figures in UK

• TV– BBC Breakfast News program– Pack presentation by the director

15/12/2009 - 15

PR ActionsEducation & Leisure

15/12/2009 - 16

Primary Research

• LEAITW with V. Rhodes - Aim Higher Coordinator

• SchoolITW with J. Float - Learning Intervention Leader

• Leisure Centre & Youth ClubYouth’ Project Initiative

15/12/2009 - 17

Key StakeholdersLocal

Education Authorities

School HeadmasterLearning

intervention leader

LeisureCentre &

Youth ClubManager

To reach the Parents & Children

15/12/2009 - 18

Strategies

• Gather every protagonist– Link between them– Understand the needs of everyone– How learn to work together?

• Increase general knowledge– Through launching pack

15/12/2009 - 19

Targets

• Local Education Authorities• School• Leisure Centre• Youth Project Club

15/12/2009 - 20

PR Actions

• Meeting Conference– School– LC & YC– LEA– Local Press

15/12/2009 - 21

PR Actions

• On stage– School Headmaster– LEA Aim Higher Coordinator– Jason Morgan - CACT Chief executive

– Matt Horne – CACT Greenwich Social Inclusion Officer

– LC Coordinator

15/12/2009 - 22

How to reach our target ?

• E-mail– Staff

• Phoning– Toward reception

• Press release– Local Press (invitation)

15/12/2009 - 23

Follow up

• Information Pack Letter– Parents (by School)

• Information Competition Letter– Each child from LC & School

15/12/2009 - 24

PR Actions

15/12/2009 - 25

Objectives

• Large media coverage– Journalists communicate « for us »

• Raise awareness on our activities– In our target region

Generate focus on the event

15/12/2009 - 26

Strategy• Deon Burton

– Famous footballer– Striker in Charlton– Player in League One– Jamaican Team

15/12/2009 - 27

Schedule

• Greenwich Park

• Press presence

• Deon Burton « demo »– Keep the children attention– Express his opinion

15/12/2009 - 28

Schedule

• Firemen & Policemen– Explain violence situation– Emergency « demo »

• Doctors & male nurses– Provide information

• Risks• Consequences

15/12/2009 - 29

Schedule

• All the children will be actor !

15/12/2009 - 30

Follow up

• Event record movie– Broadcast in NHS

waiting room

15/12/2009 - 31

Follow up

• Every child will leave with a poster– Deon Burton & his quotations –

Autograph

• Broadcast

15/12/2009 - 32

Time scale17

SEND INVITATIONS TO SCHOOLS

4SEND THE

INVITATIONS TO JOURNALISTS

5PHONE

SCHOOLS

18PHONE THE

JOURNALISTS

20PRESS

CONFERENCE

26SCHOOLS

CONFERENCES

29CHILDREN’S

DAY

Dec

embe

rJa

nuar

yJa

nuar

y

15/12/2009 - 33

BudgetActions £Cost

Journalists Invites x 50 70Envelopes & Stamps 80Press releases 50Buses for Children day 1000Video Making 1000Food and drinks for Children Day 700Insurance for children day 1200Room for conferences 0Rent a projecting Screan 250

TOTAL = £4350

15/12/2009 - 34

Evaluation

AEV=

Advertising Equivalent Value

15/12/2009 - 35

Thank you for listening

15/12/2009 - 36

Students• Ben Smith - 000356592• Blandine Lucas - 000562808• Quentin Emeriau - 000580376• Ines Acena - 000568006• Julien Thibaut - 000590120• Adrien de Rufz de Lavison - 000587366