So, as promised, here is a quick break down of the material our group covered in a mock pitching presentation our group performed. We created a hypothetical PR company, known as 'JLV Public Relations', and pitched a campaign to boost the interest of a new product on behalf of local I.T company 'QuickFixI.T'. Below are the speech notes I used to present our campaign. Just wanted to share, to help out those struggling to know what to cover or how to do it!
Hope this helps.
Thanks for reading, over and out.
ABOUT US:
- Local PR team at the University Of Lincoln, but we also branch out as a commercial agency
- Young team of public relations consultants and are experienced in attracting young people to the university
- Provide PR support to key partners
- Work mainly on projects that benefits both the company and our students / university
- This includes providing information to students on a range of topics such as technology finance and health.
WHAT CAN WE DO FOR YOU:
- Aim of our company is to build a long lasting, trusting relationship with our clients
- Can be relied upon to facilitate your interests to the best of our ability
- Ideal company for your project due to our involvement and influence over your target demographic
- We benefit from having a strong knowledge base of how to interest and gain the support of young adults, which will be ideal for your company
- Project will benefit both your business, and our students
OUR OBJECTIVES FOR YOUR PROJECT:
We have analysed your brief, and in doing so have evaluated several areas in which we believe our services would be an ideal benefit to the success of your company…
- Promotion and testing of the app
- Boosting clientele
- Encourage the use of your it solutions service by our students
- Possible longer term cooperation and partnership with your company and our university
MAKING THE APP A SUCCESS:
STUDENT TESTING
We can offer the participation of University students to provide ideal subjects for beta testing, word-of-mouth advertising and gaining momentum in app sales. 100 ‘I.T savvy’ students over a 12 month period will create an ideal sized beta test group.
INTRODUCTORY HUBS
We also plan to set up ‘Dude Where Is my Gadget’ hubs around the University of Lincoln campus, for example on open days. These will offer students the opportunity to find out about the app, try out its content and play around with the features.
PROMOTIONAL BUSINESS CARDS
We believe that custom could be increased significantly by provide promotional cards in student welcome packs at the start of the year. These cards could include discounts on I.T services, web design, as well as an offer on purchase of the app
WORKING OUTSIDE THE UNIVERSITY
As well as using our expertise and influence within the university, we think it would be beneficial to use our contacts and connections to expand to other students around Lincoln, for example Lincoln College. Similar procedures could be implemented to the college, offering a wider target audience.
We can also promote the app through local bars and clubs. Advertisements of how useful the app could be would be particularly useful in this environment. It is an ideal place to use the app, as it reassures intoxicated teens who have lost their phone on a night out, and offers them the ability to quickly trace it.
CREATING A STRONG ONLINE PRESENCE:
With the ever growing boom of social networking, it is vital your company portrays itself on sites such as Facebook and Twitter. This is even more the case considering your target demographic, as students are highly likely to use at least one of these social networking sites on a regular basis.
We would also like to involve popular bloggers and online reviewers, to test the app and hopefully give it credibility. Like the beta test students, they will be given the opportunity to test the paid app for free for 12 months, and asked to blog their opinions to promote it.
With the creation of the ‘#DudeWhereIsMyGadget’, we hope to promote not only the usefulness of the app, but also your company as a whole. We encourage twitterers to vent their frustration of losing their phones etc, by tweeting the hashtag.
This gives the app an opportunity to break into the national market in the longer term.
MARKET RESEARCH:
After extensive research into potential competition, we have discovered several very similar apps currently available, some of which offering advanced software, extra perks and additional services. These app’s include…
- Apple’s own ‘Find My iPhone’, which is rated five stars and currently offers a free default install to users during set-up.
- ‘GTS Tracking’ (RRP: £2.49) and ‘GTS Tracking Lite (Free). Top ten downloaded apps of all time, which allows users to not only find their own gadgets, but friends’ too. Other benefits include directs to these locations, integration to Facebook and twitter, and the ability to request to communicate with them.
Following this market research, we would advise you consider the possibility of also targeting this app at families. Parents and children would benefit from the security of knowing where the other is, and this demographic is yet to be specifically targeted.
PROMOTION AND RETAIL OF THE APP:
- App needs to be available on the app store, which means communication and collaboration with Apple.
- As you are likely already aware, Apple will charge $99 per year for you to make your app available on the App Store. On top of this, they also expect a 30% cut of each sale you make. So for example, if the app was to retail at £2, then 60 pence of this would go to Apple.
- Because of this, we strongly suggest the use of advertisements (Particularly in the light version) in order to create another source of income.
- We also recommend looking into making the app available on the Android and/or Blackberry market, however with the given budget it is not possible for us to do so at this time.
SHORT TERM SPENDING:
In the first six months, we plan to allocate £1,500 of the budget on...
- Advertising in local bars & clubs. (Displaying posters in the students union and student accommodation) - £100 initial cost to create the posters and banners for the hubs.
- Hubs (first 3 months of planned timescale) - £1,100 initial cost to build the hubs and get them up and running.
- Providing promotional cards for students in starter packs/societies for app and company - for 1000 plastic promotional cards the cost of production would be £250
LONG TERM SPENDING:
In months 6 to 14, we plan to spend £2000 of the budget on:
- Continuous production of promotional cards/banners for the hubs- We plan to produce more cards/posters/banners for open days and fresher's fayres depending on the demand for these items.
- Volunteers/student ambassadors to run the hubs e.g. on open days- Because the student ambassadors would run the hubs, they would get paid the standard wage of £6.08 an hour on specific days.
FINAL SPENDING
For the last 14 - 18 months, the remaining £1000 of the budget will be allocated to…
- Covering any costs that are carried over from long terms spending.
- Maintaining a level of public interest in both the app and the company as a whole.
- A reserve will be allowed in the event of any issues, in order to successfully cover for crisis management.
- We will then calculate any final costs so we can determine how much the final spending is after the 18 month contract.
FORMING LONG TERM COOPERATION
- As well as the work we propose to complete for your campaign, we would also like to suggest plans for a mutually beneficial opportunity for both your company and our university to work together.
- We believe your company would profit from the help and support that we could provide through student internships and apprenticeships.
- Students at our University are keen to gain work experience and gain the ‘tricks of the trade’, and could do so by working for yourselves to help with the day-to-day running of your business. Students could be offered the opportunity to apply for a chance to gain some real life experience working with your company, which would boost their employability and also their skills-base.
- Tasks such as maintenance and updates of your social networking sites and official websites, public promotions, software up-keep and similar responsibilities would be ideal for I.T or media students.
- This would be highly beneficial to you, as it offers you a ‘free’ workforce to take over more menial tasks, and offers availability for your more skilled and specialised employees to focus on boosting your business to an even higher standard than the one it is already.
MAINTAINING COMMUNICATION:
We believe it is crucial that as a company, we make ourselves available if and when we are needed, as well as to give you regular updates of our activity. To do so, we propose…
- Monthly invoices of costs
- Meetings with participants every three months
- Email and phone updates on progress every month
- Organise meetings in person every six months if necessary to discuss progress and issues
CONCLUSION:
- We hope that you consider all of the points raised in our presentation for our campaign to promote your designed app ‘Dude where is my Gadget?’
- We think that if you employed us to run this campaign there would be a mutual benefit for the period of 18 months.
- As a company that works closely with Universities we can offer our expertise in working with students and knowing the young target market.
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