PR PROPOSAL FOR ONE TREE GRILL MAY 18, 2015
ABOUT PASSION PR Passion PR is a lively, growing agency that strives to promote the work of those who make a positive difference – to the lives of individuals as well as to the wellbeing of the community and the planet. A member of the Sustainable Business Network we walk the talk and practise sustainability in all areas of our business. Based in the six-green star Geyser Building in Parnell, we are a dedicated team of passionate PR professionals with vast experience across a wide cross-section of clients.
OUR SPECIALTY Our clients love working with us because of our passion and enthusiasm for their brand, and the relationships we build with them to ensure that we work together to grow the brand successfully. We are a one-stop-shop for brand building and we take an integrated approach across all marketing platforms, from getting you editorial coverage, to running great social media campaigns, to advertising promotions, radio promos, events and direct marketing. We also work with fantastic partners in design, video production, digital marketing, mobile advertising and SEO, so that if we canĘźt deliver it and we think you need it, we know someone who can!
CLIENTS
OUR CORE TEAM SOME OF THE KEY TEAM MEMBERS WHO WILL BE WORKING ON YOUR ACCOUNT IF YOU GET US ON BOARD
LEANNE
MARY
OUR CORE TEAM LEANNE FRISBIE Leanne has over a decade's experience in journalism, marketing and communications across corporate, government, not-for-profit and agency. She set up Passion PR five years ago with the aim of making a positive difference in the world by working with organisations that are driven by positive ethics and values. Prior to setting up Passion PR, Leanne worked for Mango Communications heading up the McDonald’s and Cadbury accounts. MARY SHAW With a wide skill base and particular strengths in consumer PR, Mary has an in-depth knowledge of marketing communications, sponsorship, media relations, internal communications and event management. Prior to joining Passion PR Mary ran her own public relations consultancy in Auckland managing high profile accounts in fashion, beauty, food and beverage, health and travel. She also provided valuable strategic input to a number of successful Auckland PR consultancies.
IMOGEN
ARIANE
LEANNE
MARY
OUR CORE TEAM IMOGEN SHEPHARD Imogen has a wealth of experience in health, food, beauty and fashion industries. She has an incredibly strong base of high level media contacts in all major lifestyle media and her media relationships help to guarantee coverage in even the hardest to get media. ARIANE RUSS Ariane manages the digital marketing campaigns and strategies for our clients, with particular expertise in growing fan bases and engagement on Facebook. With her experience in working in PR as well as digital media, Ariane understands how important it is to run seamless campaigns that reflect similar key messages across all communications channels including digital.
IMOGEN
ARIANE
ONE TREE GRILL One Tree Grill has been a steadfast upmarket dining establishment on the Auckland landscape since 1996. Among the comings and goings of fad restaurants and precincts, One Tree Grill has continued to quietly impress with its understated elegance and simplicity, and the consistency of the quality of food and dining experience. After more than 15 years of serving up fine cuisine to a loyal clientale, One Tree Grill would like to remind Aucklanders that it is still going strong and serving up delectable cuisine with fantastic service in a lovely setting away from the chaos of the CBD.
OUR SERVICES We are able to act as an outsourced marketing team for Italia Square, from liaising with the different media agencies, to creating content, writing media releases and getting media coverage, managing social media campaigns and content – anything to do with marketing and promotions we can take this off your hands and manage it for you for a monthly fee. We can work with you just for the three months over the launch period starting in October through to the end of December, or we can continue to work with you to manage the marketing and promotion for Italia Square on an ongoing basis.
OPTIONS FOR ACTIVITIES IF BUDGET ALLOWS, WE BELIEVE THE LAUNCH SHOULD UTILISE THE FOLLOWING TACTICS TO GAIN ATTENTION, AND LAUNCH THE ITALIA SQUARE BRAND TO THE PUBLIC.
OPTIONS FOR ACTIVITIES Radio promotion A paid radio partnership with George FM for one month to get the word out about Italia Square via George DJs and ads. This could include getting the George FM DJs to come down and broadcast from Italia Square. Budget: up to $10k plus GST. Street promotion Using promo talent to take brochures and vouchers around local businesses to get buzz going and ensure key brand messages are communicated Budget: up to $1000 plus GST and printed materials/uniforms Social media Launch Italia Square via Facebook, running a teaser campaign in the lead up to the opening starting immediately, and running targeted ad campaigns and sponsored posts on Facebook to let the target market know that Italia Square is here. Budget: $500 plus GST per month for advertising and promotion on Facebook and to grow likes Editorial Writing a press release and pitching the story out to local Auckland media, food, lifestyle and business media about the launch of Italia Square and profiling some of the brands that are featuring. Budget: up to $5k discretionary advertising budget for media that want to run editorial/advertising bundles. We are also able to manage any partnerships that have been formed with media and provide content where needed such as for Viva, Metro and Cuisine magazine.
RECOMMENDED ACTIVITIES Giveaways Product giveaways in lifestyle media such as win a $100 voucher for Italia Square to celebrate its opening in Parnell. Budget: $100 per voucher Billboard advertising We recommend a minimum one month billboard advertisement at a prime location around Auckland city to let everyone know that Italia Square has arrived in Parnell. Budget: up to $10,000 plus gst per month depending on size of billboard and location (the higher traffic site the more expensive), plus $2k design work. Advertorial in Verve Magazine This is a widely read magazine that is circulated free to wider Parnell residents and we recommend a paid piece of editorial in this publication to help get the word out in the area. Budget: up to $1000 plus GST including design (unless Italia Square pays extra to be on the front cover)
PLEASE NOTE THESE ARE OPTIONS ONLY – IDEALLY YOU WOULD DO ALL OF THE ACTIVITY TO GET MAXIMUM EXPOSURE BUT IF BUDGET PROHIBITS THIS, THEN YOU MAY DECIDE TO CHOOSE YOUR TOP PRIORITY ACTIVITIES FROM THESE RECOMMENDATIONS. A FULL QUOTE WILL BE PROVIDED FOR EACH ACTIVITY FOR APPROVAL ONCE THE OPTIONS HAVE BEEN CHOSEN.
OUR FEES WE OFFER TWO FEE OPTIONS FOR MANAGING AND EXECUTING ALL MARKETING, SOCIAL MEDIA AND PROMOTIONAL ACTIVITY
PLEASE NOTE: A 30 PER CENT DEPOSIT OF THE FIRST MONTHʼS FEE OR OF THE TOTAL PROJECT PR FEE IS REQUIRED ON COMMENCEMENT OF WORK. ALL HARD COSTS ARE BILLABLE DIRECTLY TO CLIENT.
OUR FEES Option one monthly fee $5,550k plus gst per month Ongoing monthly fee to manage all marketing activity for Italia Square including: Social media campaign: providing content/building likes/running promotions and ad campaigns Writing press releases and other content Managing all advertising and promotional activity and liaising with media on ad campaigns Pitching stories to media and securing editorial coverage in media Organising all graphic design and advertising for advertising campaigns Helping with event management for launch of Italia Square Any other marketing-related activity including help with getting website up and running
OUR FEES Option two – one off project fee $20k plus gst (October – end of December) One off project fee to manage all marketing activity for the launch of Italia Square: Social media campaign: providing content/building likes/running promotions and ad campaigns Writing press releases and other content Managing all advertising and promotional activity and liaising with media on ad campaigns Pitching stories to media and securing editorial coverage in media Organising all graphic design and advertising for advertising campaigns Helping with event management for launch of Italia Square Any other marketing-related activity including help with getting website up and running
KPIs ON ACTIVITY High level of brand awareness, interest in and patronage of Italia Square Increased traffic to Italia Square website High level of engagement on Facebook and 1000+ fan base Media coverage across print, online, radio and television