Analysis of a prescribed campaign within the planning framework in report style
BAPR2 Planning PR Campaigns Assignment 1 Celebrations of the Sea
The Campaign Brief
The Shipwrecked Mariners’ Society provides financial support to retired or permanently disabled seafarers and their widows/partners in cases of need.
With a volunteer network of over 200 Honorary Agents throughout the British Isles, the Society handles several hundred new applications for assistance each year and distributes over £1million in dealing with over 2,500 cases.
Its patron is The Princess Royal.
The charity is an existing retained client for Acceleris. The brief to Acceleris was to create a piece of showcase activity to raise the charity’s profile in front of a new mainstream audience.
The charity’s PR activity traditionally targeted seafarers and people with a connection to the sea, or living in port areas.
Celebrations of the Sea aimed to raise awareness of the charity with a new and younger, mainstream audience through a series of creative and inspiring photography exhibitions, celebrity involvement, national and regional media coverage and social media engagement.
A project plan was drawn up including estimated costs and time and a budget of £20,000 was allocated to devise and deliver the project.
Strategy and Tactics
Acceleris devised an initiative which brought together acclaimed underwater photographer Kate Westaway to create an exhibition of photographs of people whose lives are dominated by the sea to raise funds and awareness of the Shipwrecked Mariners’ Society.
A unique feature of the project was that it would be entirely self-funded with Acceleris generating sponsorship to support delivery.
Acceleris approached a number of related organisations and quickly secured canned seafood manufacturer John West as headline sponsor of the initiative.
The Sea Life Centres were also secured as national event partner, with the exhibition launching at the world’s oldest aquarium in Brighton before moving to Weymouth, Birmingham, Blackpool, Scarborough and Loch Lomond.
To secure national media interest, Acceleris approached a number of celebrities to support the project by taking part in an underwater photograph, or endorsing the campaign itself.
Celebrities were sourced with connections to the sea, with TV presenter and historian Dan Snow, celebrity fish chef Mitch Tonks, TV Wildlife presenter Ellie Harrison and international yachtsman Mike Golding OBE all taking part in underwater shoots. Other celebrities donated items for a charity auction and endorsed the campaign, including Extreme Fishing’s Robson Green and Daniel Craig, whose father served in the merchant navy and who donated two signed crew jackets from the Quantum of Solace film.
A video news release (VNR) was filmed featuring Dan Snow’s involvement in the
project and endorsing the charity’s work.
Through research, it was identified that by displaying the images in Sea Life Centres’
living aquariums, Acceleris would create the world’s first photography exhibition
Once a sponsor to cover the cost of the project was secured, Acceleris continued to
approach other partners to lend their support and donate services. John West
logistics partner CEVA Logistics offered to move the images around the various Sea
Life Centre sites and the Pier food emporium in Brighton donated small fish and chip
cone canapés to the launch event.
The organisation that produced the images offered to hold an e-commerce page on
their site for people to buy images from the exhibition.
Initially, engaging with a sponsor meant that Acceleris could deliver a project, which
would otherwise have been unfeasible, at zero cost to the charity.
Aligning the charity with well-respected brand and household name John West
brought the charity in front of a new mainstream consumer audience. Involving high
profile celebrities such as Daniel Craig, Mike Golding, Dan Snow and Ellie Harrison
brought the project and the charity in front of a much larger audience.
The Sea Life Centres as an exhibition location were appropriate to the charity given
the desire to communicate to its customers about the importance of the sea and
those who work in the maritime industry opening up an important new family
audience for the charity.
Exhibiting the images in living aquariums across the UK gave the initiative a unique
and creative media hook which created a world first in underwater photography.
Acceleris devised a programme of press releases and media invites to cover
announcements about the project such as the John West sponsorship and celebrity
involvement as well as the launch release.
Broadcast and media coverage included: OK Magazine, ITV Meridian, BBC South,
ITV South West, Society Guardian, the Metro, BBC Online and London Standard.
Social media including Facebook, YouTube and Twitter were used to promote the
campaign with news and images from the activity drip fed out to generate interest.
Acceleris created the hashtag #CelebrationsoftheSea to allow people to tweet about
the activity and approached celebrities and other seafaring organisations
encouraging them to tweet about the activity.
The Shipwrecked Mariners’ Society website was updated with details of the project
and traffic was driven to the site via press releases and social media activity.
Through sponsorship generation Acceleris delivered:
• Event planning
• Media relations
• Celebrity engagement
• Marketing collateral
• Film production
• Event management
• Digital communications & social media engagement
Nearly 100 pieces of coverage have been generated from the project to date which has resulted in over ten million opportunities to see or hear about the charity with web coverage of over seven million unique visitors.
Broadcast and media coverage to date includes: OK Magazine, ITV Meridian, BBC South, ITV South
West, Society Guardian, the Metro, BBC Online and London Evening Standard.
The charity website received a 41% uplift in visits over the three month period of activity compared to the previous three months.
In the project, Acceleris secured the Charity’s first ever commercial sponsorship package.
The social media strategy was particularly successful as can be seen in the below Storify. The main highlights were:
• Dan Snow tweeted about his involvement in the exhibition to his 18,000 followers
• Chef Mitch Tonks retweeted to his 5,000 followers
• Society Guardian shared the VNR to its 17,500 followers on Twitter
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Assignment Brief 2015-16
COURSE, UNIT AND ASSIGNMENT INFORMATION
BA (Hons) Public Relations
Planning PR Campaigns
Element 1: An individual 2000 word analysis of a prescribed campaign within the planning framework in report style (Weighting 50%)
Hand-in/Deadline date and time:
Friday 6 November 2015 by 1600 GMT (4pm)
Electronic submission to Moodle (via Turnitin)
File Size/Type to be submitted:
One document (max 20 MB) should be submitted in either .DOC (word) or .PDF format
Turnitin or Moodle:
If you are submitting work online via Turnitin and/or Moodle:
The CLTAD e-learning blog includes step-by-step guides to uploading assignments to both Moodle and Turnitin: http://elearningsupport.myblog.arts.ac.uk/student-help/student-help/assessment-how-to/
Turnitin – This assignment will be submitted via an online submission platform called Turnitin UK. As part of the submission process, the University will utilise Turnitin UK to check the authenticity and originality of your work.
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FAO Disabled/Dyslexic Students:
Disabled and dyslexic students who have an ISA (Individual Support Agreement) in place may be eligible to request an Accommodated Assessment submission deadline for written elements of this assignment. Students are advised to follow the guidance as provided on their ISA and to contact their disability advisor if they have any queries. Guidance can also be sought from the Disability Service by emailing [email protected] or Tel: 020 7514 6156.
Further guidance on Accommodated Assessment can be found here: https://myintranet.arts.ac.uk/staffandstudents/student-services/disability–dyslexia/accommodated-assessment/
Please note: it is your responsibility to submit your work on time and by the required method, otherwise there may be an impact on your achievement and progression.
Further information about your responsibility to submit your work is available on the website: http://www.arts.ac.uk/assessment/assets/doc/StudentGuideAssessmentSubmissions1415.pdf
If you have any queries about submitting your work or are experiencing any difficulties in submitting work, please contact you Programme team well in advance of the submission deadline, via email:
Date you can expect feedback on your work by:
How you will receive your feedback on your work:
Via Moodle and the Online-Assessment Tool (OAT)
Please note all feedback is indicative until formally received and confirmed at an Exam Board. You will be informed of your results and when these will be published via email and/or Moodle announcements.
Aims / Context:
This unit aims to highlight the importance of the planning process in Public Relations. It will assist you to understand research, strategy, tactics and measurements from both a campaign and a wider organisational perspective. Furthermore it will enable you to determine how to select and apply the right strategy for each element of the planning framework by researching and analysing current and potential effects of communications permutations. You will critically examine different planning frameworks and models and learn how to apply PR strategy in support of business outcomes.
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You are required to review and analyse a PR campaign provided to you in class at the start of term 1. For this element of the assessment for this unit, students will focus on the research components of the campaign.
You should seek to understand what and how research activities were adopted as part of the campaign planning and discuss what research methods worked; what didn’t; and finally suggest how you might improve the research phase for the campaign if it were to be implemented again. If no research is evident in the case study you could discuss this and suggest what research could have been deployed.
In your discussion, you could address the following questions:
? What research activities or tactics were used (if any)?
? How could the research activities conducted have been improved?
? How might these improvements have benefited the implementation of tactics?
? What benefits to the campaign strategy (e.g. objectives, target publics, target messages, etc) might be achieved through your recommendations?
Assignment criteria / format:
An individual 2000 word analysis of a prescribed campaign within the planning framework in report style (50% weighting of unit mark).
Ensure that you proof read your work, paying particular attention to spelling and grammar. Your grade can be adversely affected by poor presentation.
? Understand how to develop strategic, creative and practical communications plans across all publics (Research) (Analysis) (Personal and Professional Development);
? Apply different qualitative and quantitative research techniques to inform, monitor and measure PR plans (Research) (Analysis) (Subject Knowledge) (Technical Competence);
? Understand how to develop a risk radar, monitor, avert and prepare for potential crises within an organisation (Research) (Analysis) (Subject Knowledge);
? Address company issues and determine the best, if any, communication solution. Evaluate and apply the most impactful tools and techniques to address a communications issue or scenario (Research) (Analysis) (Experimentation) (Communication and Presentation);
? Demonstrate an understanding of the elements within the planning framework, their interdependency and how to determine the right mix of these elements (Analysis) (Subject Knowledge) (Communication and Presentation) (Collaborative and/or Independent Professional working).
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A full reading list is provided in the handbook that has been produced to accompany this unit, and your tutors will also highlight relevant sources of materials that will assist your completion of this assessment.
Details of the University’s online referencing system for practical and written work: http://www.citethemrightonline.com/Home
Marking criteria: If you are an undergraduate student, you can access the UG marking criteria via your course Moodle page and also at the link below:
Other key information:
The UAL Assessment Web pages http://www.arts.ac.uk/assessment/courseregulations/index.html include useful information on:
? The course requirements
? What happens if you fail a piece of work or miss a deadline
? What to do if you are ill or have other extenuating Circumstances
? What to do if you want to take time out from your studies
? The adjustments that can be made to assessments if you have a disability
? How to avoid plagiarism in your work
? What to do if you want to appeal an exam board decision.
Approved by: Miriam Gedge Date: 08/10/15