COMMUNICATION PERFORMANCE DECEMBER 2014
INTRODUCTION Communication performance analysis assesses the effectiveness of communication and public relations actions by evaluating the potential that news items have to impact the target audience. The objective of this analysis is the assessment of the image of the brand SHA Wellness Clinic in international media, so as to measure the efficiency of the global strategy of communication and the implementation of the PR effort in each of the markets.
EXECUTIVE SUMMARY In the last month of 2014, SHA Wellness Clinic's communication performance was very
In fact, designer John Galliano is a famous figure who, as noted in several news items
positive. No article conveyed an unfavourable image of the resort and the majority (69%)
published in December throughout Spain, succeeded in making a remarkable change in
attained a perfect tone of five.
lifestyle with SHA’s help. As he prepares to return to the fashion world, Galliano adopted
SHA Wellness Clinic’s continued efforts to keep improving and expanding its services contributed to this positive image, with news on the two Esenza by SHA health areas that are going to open at the Adolfo Suárez Madrid-Barajas airport and the investment made in the expansion of the wellbeing centre. Architect Carlos Gilardi and interior designers Elvira
blood cleansing rituals and a macrobiotic diet under the guidance of Alfredo Bataller, the owner of SHA. In these articles, it was also noted that this clinic is popular among the rich and famous, such as Isabel Preysler, Julio Iglesias, Naomi Campbell, Andrés Velencoso and Barbra Streisand. Reports about celebrity guests always help to boost the clinic’s image.
Blanco and Francisco Palacios contributed to the construction of a new building with 2,000
With these and other topics, Spain stands out as the main market for very positive articles
square meters. The expansion means that SHA will be able to offer a far greater range of
and number of news items in general (51 out of 78), while the AVE amounted to €52,106.
treatments, focusing on combining the most effective natural therapies with the latest
By volume of coverage, Spain was followed by the UK with nine news items on the
medical science.
expansion project, suggestions on spas and retreats to visit during the holidays and new
These efforts are valuable and contribute to making the wellness centre one of the finest in
year, and descriptions of the services offered at SHA.
the world and gain global recognition in the media. As was noted in Conde Nast Johansens'
With regards to Brand Presence Indicators, important factors when it comes to brand
inaugural luxury spa awards, where the SHA Wellness Clinic was recognised in the Most
awareness, only 32% of articles had a Visual Presence – which includes, among others,
Unique Treatment category for PhotoDynamic Skin Rejuvenation, “SHA is a leading wellness
logos and pictures of representatives/spokespeople – and Headline Presence reached 21%.
clinic and medical hotel. (…) SHA was founded to help guests dramatically improve their
quality of life.”
KEY PERFORMANCE INDICATORS FREQUENCY The number of news items deriving from online and print news sources.
AVE Represents the value of the editorial space occupied in relation to current advertising rates. It Indicates the advertising value of the space occupied by the brand if it pertained to a commercial advertisement.
78 â‚Ź105K
REACH The total potential audience produced by media coverage within a specified time period, measured by Impressions (unique users, viewers, followers, etc.).
4.3M
TONE
4.6
Editorial tendency or media favourability based on the textual analysis of news content on a scale of 1 to 5. 1
5
€ 15.219
RU DE UK
€0
FR
€ 89
CH
€ 234
€ 1.760
€ 15.840
ES
€ 2.428
€ 17.168
€0
€ 52.106
AVE
AVE – BY COUNTRY €60.000
€40.000
€20.000
US AE BE
Q1 Q2 Q3 October November December Q1 Q2 Q3 October November December Q1 Q2 Q3 October November December Q1 Q2 Q3 October November December Q1 Q2 Q3 October November December Q1 Q2 Q3 October November December Q1 Q2 Q3 October November December Q1 Q2 Q3 October November December Q1 Q2 Q3 October November December Q1 Q2 Q3 October November December
Number of News Items 100
AVE
MONTHLY COMPARISON
250 € 400.000
€ 350.000
200 € 300.000
150 € 250.000
€ 200.000
€ 150.000
€ 100.000
50 € 50.000
0 €0
Spain France United Kingdom Germany Russia
No. News Items United Arab Emirates
AVE Canada Belgium United States Switzerland
MONTHLY COMPARISON BY COUNTRY
No. News Items
€ 250.000
AVE
Dec
Nov
Oct
Sep
Aug
€0
No. News Items
AVE
Germany
4
€ 160.000 € 140.000
3
No. News Items
AVE
€ 80.000 € 60.000
1
€ 40.000 € 20.000
No. News Items
AVE
Dec
Nov
Oct
Sep
Aug
Jul
€0
Jun
0
May
Dec
Nov
Oct
Sep
Aug
Jul
Jun
May
Apr
€0 Mar
0 Fev
€ 50.000
Jan
2
2
Apr
4
€ 100.000
Mar
€ 100.000
AVE
6
€ 120.000
Fev
€ 150.000
Number of News Items
8
AVE
€ 200.000
Jan
10
Number of News Items
0
AVE
France
12
€ 50.000
2
Dec
Nov
Oct
Sep
Aug
Jul
Jun
May
Apr
Mar
Fev
0
4
Jul
20
€ 100.000
6
Jun
40
8
May
60
€ 150.000
10
Apr
80
12
Mar
100
€ 200.000
14
Fev
120
Jan
Number of News Items
140
€ 250.000
16
Jan
160
United Kingdom
18
Number of News Items
€ 200.000 € 180.000 € 160.000 € 140.000 € 120.000 € 100.000 € 80.000 € 60.000 € 40.000 € 20.000 €0
AVE
Spain
180
MONTHLY COMPARISON BY COUNTRY 8
€ 20.000
6
€ 15.000
4
€ 10.000
2
€ 5.000
0
€0
No. News Items
United Arab Emirates
16
€ 30.000
14
€ 40.000 € 35.000
€ 25.000 4
€ 30.000
No. News Items
AVE
€ 5.000
No. News Items
AVE
Dec
Nov
Oct
Sep
Aug
Jul
€0
Jun
0
May
Dec
Nov
Oct
Sep
Aug
Jul
Jun
May
Apr
Mar
Fev
€0
Jan
0
€ 10.000
1
Apr
€ 5.000
2
€ 15.000
Mar
€ 10.000
4
€ 20.000 2
Fev
6
€ 25.000
3
Jan
€ 15.000
AVE
8
Number of News Items
€ 20.000
10
AVE
Dec
AVE
Canada
5
12
Number of News Items
Nov
Jan
Dec
Nov
Oct
AVE
AVE
No. News Items
Sep
Aug
Jul
Jun
May
Apr
Mar
€0
Fev
0
Oct
€ 20.000
€ 35.000
Sep
5
Number of News Items
AVE
€ 40.000
Jan
Number of News Items
€ 60.000
Aug
€ 25.000
Jul
10
€ 80.000
Jun
€ 30.000
May
12
Apr
€ 100.000
Mar
14
15
10
Russia
€ 120.000
Fev
United States
20
MONTHLY COMPARISON BY COUNTRY
AVE
No. News Items
AVE
May
Apr
Mar
Fev
Dec
€0 Nov
0
No. News Items
€ 10.000
Oct
€0
Sep
0
Aug
€ 2.000
Jul
2
Jun
€ 2.000
May
1
Apr
€ 4.000
Mar
4
Fev
€ 4.000
Jan
2
Number of News Items
€ 6.000
AVE
6
Dec
€ 6.000
Nov
3
Oct
€ 8.000
Sep
8
Aug
€ 8.000
Jul
4
Jun
10
Jan
Number of News Items
Switzerland
€ 10.000
AVE
Belgium
5
OVERALL TONALITY (4.6) FREQUENCY SHA Wellness Clinic achieved an average tone of 4.6 points, as a result of the fact that news items were exclusively favourable and 69% was actually Very Positive. Spanish
21%
media represented the majority of Very Positive articles collected throughout December,
16 Positive
with 32 news items in which there were references to: SHA’s expansion with the health spaces it is opening at the Adolfo-Suárez Madrid-Barajas airport and the new building at
10%
its facilities in Alicante; Conde Nast Johansens' inaugural luxury spa awards; famous
8 Balanced
guests, namely designer John Galliano, and the increasing popularity of spas and wellness tourism, an area to which hotels are also expanding,
69%
Spanish publications were also responsible for most of the Positive articles, with 11 out
54 Very Positive
of 16. Positive articles mentioned Círculo Fortuny, a non-profit association that aims to help Spain’s business industry increase its share in the European luxury sector. The SHA Wellness Clinic is one of its members. Balanced coverage focused mainly on personal trainer Fernando Sartorius, a visiting master at SHA from 2 to 6 December. He offered a master class on Fitness, Coaching and
60
Nutrition. Other issues that were addressed include events where members of the
50
Bataller family were present, namely the Gala Sida and Premios T de Moda 2014 awards, as well as the Premios Nuevas Ideas Empresariales Awards, which counts on the support
40
of the wellness clinic.
30
20 10 0
ES
UK
US
CH
RU
2
1
3
2
BE
DE
AE
FR
Very Negative Negative Neutral/Balanced
8
Positive
11
Very Positive
32
9
6
1 1
1 1
BRAND PRESENCE(%) VISUAL PRESENCE
HEADLINE PRESENCE
68%
78%
79%
61
62
53
32% Not Present
25
21%
22%
Not mentioned
Others
17
Mentioned
Present
MAIN FOCUS
16
SHA Wellness Clinic
8% 23
100%
100%
194
16
92% 23
Positive
Balanced
Negative
TOPICS Health was the most prominent topic in December, with references registered in articles
61
Health
describing the services offered at SHA in connection with designer John Galliano, antismoking treatments, personal trainer Fernando Sartorius visiting at SHA, the Esenza by SHA spaces at Madrid’s airport which offer a variety of services ranging from massages to
39
Spa
nutritional consultations. SHA’s introduction of genetic testing was also mentioned. The tests can reveal a predisposition to heart disease or cancer, and also include telomere length testing, an indicator of how long you might live.
30
Restaurant/Nutrition
Spa occupies the second position in this ranking with reports on Conde Nast Johansens' inaugural luxury spa awards, the growth of the luxury segment in Europe and the award-
27
Famous Guests
winning spa services at SHA which is a centre of tranquillity and haven of lifestyle change.
SHA’s macrobiotic cuisine is one of the topics that is often associated with the institution,
12
Hotel
given the crucial role it plays it helping people to become healthier overall. John Galliano is aware of this and is feverishly dedicated to following this diet under the guidance of Alfredo Bataller, as part of his goal to become a successful designer once again and
7
Awards
follow a healthier lifestyle. According to Alfredo Bataller, food is “energy for the body, clarity for the intellect and joy for the soul”. Most of the news items registered under Restaurant/Nutrition and Famous Guests are a result of news items mentioning the
Promos & Guest Therapists
6
Events
6
designer’s stay at SHA. The Hotel topic largely focused on the expansion of SHA. The new area covering 2,000m2 is divided up into three floors of minimalist modern design that SHA adds to its existing 27,000m2 built area and more than 15,000m2 of biologic gardens. This renovation allows SHA to offer new units and treatments and enhanced the clinic’s image as an innovative
3
Beauty/Aesthetics
wellness clinic that is always seeking to better serve its guests. 0
10
20
30
40
Frequency
50
60
70
MEDIA TYPE FREQUENCY* 60
50
38% 30
62%
FREQUENCY
40
30
20
48
Online
10
0
ES
UK
US
CH
RU
Online
34
5
6
1
1
17
4
4
2 Print
*The number of news items which derived from online and print news sources.
Online
BE
DE
AE
FR
1 1
1
1
0
*Any time a SHA Wellness Clinic representative, who is identified as such, makes statements to the media.
1 1 1 1 1 1 1
Doctors & Specialists: George Osava
Doctors & Specialists: Vicente Mera
Doctors & Specialists: Juan Palomeras
Michio Kushi
SHA Wellness Clinic
Alfredo Bataller Jr, CEO
2
Doctors & Specialists: Oscar Mayorga
67%
Doctors & Specialists: Juan Rubio
Alfredo Bataller, Founder and President
33% Frequency
ACTIVE VOICE FREQUENCY* 25
20
15
10
23
26 Active
5
52 Passive
SPOKERSPERSON BY TOPIC 1
Events
15
Restaurant/Nutrition
1
18
Spa
1
1
22
Famous Guests
23
Health
0
2
10 Alfredo Bataller Jr, CEO
Alfredo Bataller, Founder and President
20 Doctors & Specialists
1
30 SHA Wellness Clinic
JOURNALISTS – TOP 10 € 20.000
€ 15.840
€ 10.000
€ 16.664
€ 492
€ 547
€ 567
€ 750
€ 1.409
€ 1.760
€ 6.647
€ 5.000
€ 7.331
AVE
€ 15.000
€0 Alisa Nachalova (Top Flight)
Susanne Kaloff (Madame)
Edwina IngsChambers (The Sunday Times)
Michael Gadd (Daily Mail)
Pascale Mougenot Paz Álvarez (Cinco Irena Bodnarec (Mieux Vivre Dias; MSN) (Round Town Votre Argent) News)
Favourable
Unfavourable
Carlos-García Calvo (Las Provincias)
Claudia BetteEkaterina Wenngatz Cherkashina (Connoisseur (Women's Health) Circle SPA / Ausgabe Schweiz)
SPAIN In December, the image of SHA in Spain registered an increase from the previous month, with Reach, AVE and
51
FREQUENCY
4.5
TONE 1
Number of Articles growing significantly – the latter two being the highest overall. Two stories stood out in the
5
period under analysis: reports that the brand is opening two wellness centres at Terminal 4 of the Adolfo Suárez (Madrid-Barajas) airport; and comments from Founder and President Alfredo Bataller indicating that former Dior designer John Galliano was detoxifying and preparing a comeback at SHA. These led to Health, Famous
1.4M
REACH
Guests and Spa being the most discussed topics.
€52K
AVE
TOP MEDIA
TOPICS 50
4
40
3
30
21
23
20
Awards
Restaurant/Nutrition
Spa
Famous Guests
Health
FARO DE VIGO
La Vanguardia
SPORT
ABC (ES)
LEVANTE EL MERCANTIL VALENCIANO
LA NUEVA ESPAÑA
Europa Press
LA PROVINCIA DIARIO DE LAS PALMAS
INFORMACION
1
4 Promos & Guest Therapists
0
4
0
Hotel
10
5
1
Events
1
1
1
1
1
1
1
1
25
Frequency
2
2 2
El Mundo
Frequency
40
5
RUSSIA Despite the slight decrease in individual KPI, Russia stands out this month by registering the highest tone (4.7) of
FREQUENCY
3
TONE 1
5
4.7
all countries in the analysis. With Spa and Health sharing the topics’ spotlight with two mentions each, one of the highlights of December was an article by Alisa Nachalova for Top Flight about the wellness clinic's expansion: "SHA, the wellness and healthy lifestyle clinic, is launching a new building dedicated to health and wellbeing. With this renewal, the resort will feature new facilities and treatments that have been selected for
113K
REACH
€17K
AVE
their effectiveness through constant research by SHA's medical team".
TOP MEDIA
TOPICS
5
5
4
2
2 Health
1
1
1
2
3
Spa
Frequency
3
2
1
1
1
Restaurant/Nutrition
Promos & Guest Therapists
Events
1 1
TOP FLIGHT
WOMEN’S HEALTH
0
Love2Beauty
Frequency
4
0
GERMANY With the third largest overall Reach (almost seven times the value of November) is Germany. Despite having
FREQUENCY
1
TONE 1
5
4
only one relevant article published in December, the country managed to contribute with â‚Ź16,000 in AVE. The news item focused on SHA's health prevention offers, mainly its anti-aging, natural treatments such as Bach Flowers. "Bach Flowers are 38 natural remedies containing floral essences for treating emotional situations such as fear, solitude, stress, depression and obsessions. This type of treatment is becoming increasingly more
REACH
390K
AVE
â‚Ź16K
popular as an alternative to traditional medicine; that is why, SHA Wellness Clinic provides a series of therapies with natural products and remedies along with preventive and healing methods that have a proven positive impact on health" (Madame). As such, Beauty/Aesthetics and Health emerge as prominent topics.
TOPICS 5
4
4
3
3
Frequency
5
2
1
1 Health
1
Beauty/Aesthetics
1
2
1 0
Madame
Frequency
TOP MEDIA
0
UNITED KINGDOM Also with a strong performance this month is the UK, with improved AVE (€15,000 from €12,000 in November)
9
FREQUENCY
5
TONE 1
and Tone (4.8 to 5 this month) figures. Much like Spain, which it follows in terms of Number of Articles, news
5
items in the country focused on John Galliano's stay at SHA and the opening of two wellness units in the Madrid-Barajas Airport, scheduled for March 2015. The resort's 2,000-square-metre expansion stands out as well, with pieces published in European Spa. Due to the high number of mentions, we highlight
2M
REACH
Restaurant/Nutrition as this month's Topic of choice.
€15K
AVE
TOP MEDIA
TOPICS 10
4
8
3
6
1 Promos & Guest Therapists
2 Beauty/Aesthetics
1
2 Hotel
Awards
2 Restaurant/Nutrition
Spa
Health
Leisure Management
Daily Mail
The Sunday Times
RTN (Round Town News)
0
Porter Magazine
0
Milton Keynes
2
MyDaily (UK)
1
Famous Guests
4
1
1
1
1
1
1
1
4
Frequency
2 2
European Spa
Frequency
7
8
5
SWITZERLAND In December, Swiss media published five articles pertaining to the Spanish institution, where 80% had the SHA
5
FREQUENCY
4.6
TONE 1
5
Wellness Clinic as its main focus. They praise the opening of the extended wellbeing centre, the programme which targets those who want to quit smoking, and the services in general which are based on oriental techniques and western medicine.
â‚Ź2K
NET AVE
3
1 Restaurant/Nutrition
0
Travel Inside / Fachzeitung fĂźr Touristik
0
Trajectoire
1
Dolce Vita Magazin
1
1
1
1
1
2
Awards
2 2
4
3
Hotel
4
4 4
Frequency
5
Health
TOPICS
5
Connoisseur Circle SPA / Ausgabe Schweiz
Frequency
TOP MEDIA
1
63K
Spa
REACH
FRANCE Taking into consideration all of 2014, it was in December that France registered the lowest volume of articles
FREQUENCY
1
TONE 1
5
4
and AVE values, with one news item and AVE of €1,760. Only the Mieux Vivre Votre Argent publication referred to the institution in an article on wellbeing destinations around the world, where it highlighted the specialties of various locations. The SHA Wellness Clinic stands out offering a detox treatment with its macrobiotic cuisine, relaxation techniques and treatments inspired by Chinese methods.
REACH
219K
AVE
€2K TOPICS
TOP MEDIA 5
5
4
Frequency
3
1
2
3
2
1
1
Health
Restaurant/Nutrition
1 1
0
Mieux Vivre Votre Argent
Frequency
4
0
USA The coverage about SHA in the US was very positive, with the Tone reaching an average of 5 points. Coverage
6
FREQUENCY
5
TONE 1
5
addressed: the launch the clinic’s new well-being centre, an investment which was made as part of SHA Wellness Clinic’s commitment to keep offering the latest services and upgrading its facilities; Condé Nast Johansens’ announcement of the winners of the inaugural Luxury Spa Awards 2015, where the Most Unique Treatment went to the PhotoDynamic Skin Rejuvenation offer at SHA Wellness Clinic, and the expansion of spa
4.7K
REACH
€234
AVE
services in hotels, with mini-retreats.
TOPICS
TOP MEDIA 6
5
5
4
3
3 Awards
2
Health
Frequency
3
1
1
1
Hotel
1
1
1
Restaurant/Nutrition
1
1
1
2
Free Travel Press
Luxury Travel Magazine
Capitalbay
Travel and tour world Magazine
Business Traveler (US)
Spa
0
0
Travel And Tour World
Frequency
4
UNITED ARAB EMIRATES The United Arab Emirates only registered one article for the last month of the year, in which the focus was on
REACH
1
TONE
650
AVE
1
5
5
wellness area was practically doubled in size. The new area occupies 2,000m2 which are distributed among three floors with a minimalist and modern design. This article was published in Marie Claire Arabia.
â‚Ź89 TOPICS
TOP MEDIA 5
4
3
3
1
2
2
1
Frequency
4
1
1
0
0
Marie Claire Arabia
Frequency
5
Health
FREQUENCY
the expansion of the SHA Wellness Clinic. As part of its commitment to keep innovating, its medical and
BELGIUM In Belgium, there was only one article on SHA, which was published in Beauty Liz. The eight-page article was
FREQUENCY
REACH
1
TONE
0
NET AVE
1
5
5
completely devoted to the Spanish clinic, which it described as a pioneer on a global level. Its history and concept, as well as the installations and services in general are described.
0 TOPICS 5
4
4
3
3
1
1
1
1
Spa
Awards
Restaurant/Nutrition
Hotel
1
2
1
1
2
Health
Frequency
5
1
0
0
Beauty Liz
Frequency
TOP MEDIA
TOP STORY – ALL MARKETS MEDIA NAME: Top Flight DATE: 01-12-2014 COUNTRY: RUSSIA