Individual

Activate YOUR Life

Illumina(on Public Rela(ons (London) REGINAPR.CO.UK TEL: 020 0810 0000

Illumina(on Public Rela(ons (London) Illumination Public Relations (London) operates at the intersection of influencer management, behavior change and narrative to create, improve and amplify brand favorability and reputation. We do this through a deep understanding of how people form opinions and the social forces that "nudge" their behavior. We believe that public relations is most effective when masterfully crafted stories are grounded in social science.

Who We are?

• Lynn Zhu, EVP, Corporate Communica2ons and Mediaco • Stefan Michelson, the Finance Director, who can provides the most accurate financial budget for you.

• Alessandra Lindstam, Crea2vity Managing Director, Technology

About US • Recognised as one of the 100 Best Companies to work for in the UK by the Sunday Times • Business Superbrand 2012, IPRA Golden World Awards • Cer2ficate of Excellence for PR AGENCY,2013 • Specialising in Entertainment and Lifestyle • Specialised Digital Media and Web Design Team.

Our  Clients

Similar Case • We held the ac2vity about the Earth Hour last year for the WWF. With our plan, the number of individuals par2cipa2ng in Earth Hour raise by 20% in the UK. Meanwhile, our plan increases involvement of individuals, businesses, and government. At the same 2me, the par2cipa2on in Earth Hour last year has also increased. The online sign-­‐ups increased from 50,000 to 100,000 on WWF UK website.

Brand summary • The Forestry Commission is the largest single provider of countryside leisure visits in UK. • Un2l now, it based in both England and Scotland, and a simple Forest Sector in Wales.

• The Forestry Commission aim to be an organisa2on that values: teamwork, professionalism, respect, communica2on, learning and crea2vity.

Forestry Commission woodland visitors during these years:

Recap the problem • more and more people are become otaku, which means the one who prefer staying at home rather than going out in the leisure 2me.

• people are not aware of the ac2vi2es that the Forestry Commission offers, and they not aware of the convenient loca2ons that Forestry Commission offers.

• the target audiences are not reached through the right channel.

Aims • Raise awareness about the different ac2vi2es that the Forestry Commission offers among young males and females .

• Make young individuals interested in the Forestry Commission loca2ons and would love to put Forestry Commission as their first choice to spend their spare 2me.

• Increase the number of young people that visit the various loca2ons of the Forestry Commission.

Objec(ves • 20% raise the number of young people visi2ng the Forestry Commission loca2ons.

• 20% increase in the sign up for the Discovery Pass card.

• 30% increase in the number of the down load for the ForestryXplorer APP. • A\ract over 300 par2cipants in the “Ac2vate YOUR Life” ac2vity in England.

• Blanket media coverage, both in mass media and social media over a week.

Target audience (consumer) Current target audience • A wide customer base Main Compe(tors • The Forestry Commission have compe2tors UK wide offering leisure days

Intended target audience • Students/ Young males and females between 21 and 25 living in urban areas in England.

• Individuals who love outdoor ac2vi2es or have poten2al interests.

• Young people who are too busy to gecng close to the nature.

Where do people go for fun？ Where do people go for fun

17% 35%

Beach Park Forest

20%

Indoor Others 8%

20%

(Source: Outdoor ac2vi2es par2cipa2on rate of young adults 2012, 18-­‐24 year-­‐olds, the Sta-s-cs Portal)

Activate YOUR Life

Timeline 5.01.14 28/12/13 21/12/13

Strategy • Spreading the posters and event through social media in order to raise the awareness of the public, and a\ract more people to know and visit the Forestry Commission webpage • There will be 2000 more like on FB webpage and 500+ retwi\s of the poster through the social media.

• Providing the brand informa2on and enhancing the number of circumjacent products, such as the Discovery Pass card and ForestryXplorer APP. • 20% increase in the sign up for the Discovery Pass card.30% increase in the number of the down load for the ForestryXplorer APP.

• Hos2ng the Ac2vate YOUR Life, enlarging the media coverage.

• A\ract over 300 par2cipants in the “Ac2vate YOUR Life” ac2vity in England.

Campaign strategy Tac(c 01 Internet and New Media Forestry Commission Facebook page: • Raise your thumb, Hit “Like” and lead to a Big Impact.

• “Join” the ac2vity Ac-vate YOUR Life.

• Add “Forestry Near You” func2on so people can know where is the nearest Forestry they could go.

• Online Poll -­‐ take part in a tongue-­‐ in-­‐cheek survey. “What Are Your Expec2ng most In the Forestry?”

Tac(c 01 Internet and New Media Forestry Commission England TwiSer account: • Informa2on about Ac-vate YOUR Life ac2vi2es.

• Engage with key public figures, draw more a\en2on on the celebri2es and local authority spokespeople on Twi\er to ask for their support for the campaign.

Tac(c 01 Internet and New Media

Tac(c 2 Event Ac*vate YOUR Life

Can you live through a weekend without any electronic devices? Will you gonna dead?

Ac2vate your life in the Forestry Commission and making friends instead of taping keyboard!

Join us in Uxbridge Sat, December 28th

Post/Invita(on

Poster

Invita2on

Tac(c 3 Media Management • Invite journalists to join the virtual “Forest Your Life Virtual Tour” in Piccadilly Circus.

• Pitch a press release to media.

Mass Media Target • Time Out London • Outdoors • BBC-4

Evalua(on Online Evalua2on • Facebook likes and events joined • Smartphone Apps downloaded • People who took part in the poll

Evalua(on Offline Evalua2on • Mass Media: Ø Ar2cles on the press Ø Minutes of radio coverage dedicated • Event: Ø Number of event par2cipa2on

Budget Â