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Managing the private – public relationship

the role of communications Louis de Schorlemer, managing director, EuropArea

Why bother?

EU wide public sector spending 1500 billion euro/ year

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Public vs private?

Complex decision making Not trendsetter Stable partnership

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Key benefits

Foreseeable spending policy Long term relationship Perceived value for client

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Challenges

Public purchasing policy Budget and revenue structure Transparency and public scrutinity

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EuropArea

Shared platform for hospitality accommodating national Olympic Committee houses

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Communications Plan

Brand / Value Proposition Business strategy

Company Programs

Comm. objectives

Target groups

Goals and messages

Activities

Results/ Evaluation

Corporate Principles

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Business strategy

A fair solution for all National Olympic Committees looking for: - budget optimisation - increased marketing exposure - enhanced athletic celebrations AREA

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Core values

You get what you pay for We work open books We engage the Olympic values We grow together AREA

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Communication objectives

Establish as - partner for their success - sole provider - part of the Olympic family AREA

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Target Audience

30+ European Olympic Committees Institutional and corporate sponsors National/ regional authorities

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First level message

Our job is to facilitate your success – Your national identity is preserved – Your committment is essential to succede AREA

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Second level message

We are a responsable partner – You get what you pay for – We have no hidden agenda

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Third level message

We are part of the family – We live by the Olympic values – We know the rules – Our committment is long term AREA

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Our toolbox

Door-opening with a referee - MEMOS - Belgian Olympic Committee AREA

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Our toolbox

Face to face -Individual relationship -Trust building

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Our toolbox

Corporate diplomacy -Multiple entries to decision making -« What if? » approach AREA

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Milestones

Confirmed participation Third party sponsorship Sochi 2014 and Rio de Janeiro 2016

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The unity of message

We only go because we go for the long term We keep the same public face over time We are passionate about what we do

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Let’s keep in touch

Louis de Schorlemer LS@EuropArea.com +32 479 93 92 10

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