CARAT SEM - Transforming CommunicationsMarketing Report - POST EVENTS FRENCH SEASON 1st EDITIONJune 2009
FRENCH SEASON 2009
Few Picturesof the Event
French Season @ Press Conference
Opera - Roberto Alagna @ Emirates Palace
Opera Classic @ Emirates Palace
French Fashion Show @ Emirates Palace
Naval Painting Exhibition @ Marina Mall
UAE Students & La Sorbonne Abu Dhabi
Eurocopter / Hermes @ Emirates Palace
Christine Ockrent & France 24
Christophe de Margerie @ Emirates Palace
Serge Dassault @ Emirates Palace
Christine Lagarde @ Emirates Palace
President Sarkozy @ Louvre Abu Dhabi
President Sarkozy & Friendship
President Sarkozy & Friendship
FRENCH SEASON 2009
Post Event report of Marketing actions
Objectives & Results
Executive Agenda
I. Advertising plan
1. Direct Marketing campaign: posters display2. Direct Marketing campaign: invitations cards3. Radio campaign / UAE4. Media partnership: Khaleej Times5. Outdoor campaign: lampposts campaign6. Outdoor campaign: building banner7. Outdoor campaign: catamaran8. On-site activations: roll-ups & backdrop9. Public Relations / Arabic and English10. Website activation: www.frenchseason-uae.com11. Catalogue French Season 12. Catalogue Roberto Alagna’s concert
II. Marketing Campaign Evaluation
1. Monitoring of the French Season Campaign 2. Sponsors Exposure Monitoring 3. THG / CARAT Sponsorship’s commitment4. What Could We Improve in 2010? 5. S.W.O.T: executive summary (Marketing & Communication
Items)
Gregory Bolle
I. Advertising Plan
1.Direct Marketing campaign:Posters Display
Objectives
• Awareness of the French Season in Abu Dhabi • Exposure in highly frequented places (French season events site & malls)• To enlarge to all communities: UAE Nationals & Expats’ (Westerners, Arabs & Asians)
Results
• 50 posters displayed by Ubi France in Abu Dhabi malls• 5 posters displayed in Alliance Francaise & French Business Council (Dubai based)•45 posters distributed by the French Business Group & the French Embassy
2. Direct Marketing campaign: Invitations Cards
Objectives
• Awareness of the French Season in Abu Dhabi • To reach a specific audience (VIP, VVIP, stakeholders, partners and sponsors)• To engage the Target Audience with qualitative invites
Results
• Etoile Fashion Show: 250 invitations sent• Marine painters exhibition: 250 invitations sent • Trees of Eternity exhibition: 250 invitations sent• Advanced Technology Forum: 500 invitations sent• Ubi France Arts & Crafts exhibition: 500 invitations sent
Design ofthe invitations cards
Pb : Out of the 3000 produced invitation cards, only 1750 have been sent
Design ofthe envelopes
Objectives
Results
3. Radio Campaign:Arabic & English Versions
Gregory Bolle
Objectives
•Have a large media coverage before and during the event• Reach the most English (Radio 1 and Dubai Eye) and Arabic (Emarat FM) radio listeners in the UAE• Reach business executives based in Dubai with theBusiness breakfasts of Dubai
Results
• Gradual repetition of the French Season main information in Arabic & English• Main strategic radio chosen (Arabic : Emarat)(English : Dubai Eye, Radio 1)• 160 radio spots - first three weeks of May 2009• Spot duration: 30 seconds• Diffusion : Sunday to Thursday; during the drive •time (morning, evening)• Rendez-vous: Rendez Vous is a topical French language show hosted by Katrina and Farah. On Thursday, May 28th,the show was fully dedicated to the French Season
Objectives
Results
4. Media partnership:English Newspaper Khaleej Times
Gregory Bolle
Objectives
• Get Free advertising for the French Season •Awareness of the French Season in Abu Dhabi (advertising & editorial content) • Drive people on our website
Results
• Advertising space in print in Khaleej Times main Section (1 full page, 8 quarter pages) - Circulation 86 400 - • Advertising space in print in the daily supplement City Times • Online promotional activity www.khaleejtimes.com• Editorial coverage all along the French Season
Objectives
Results
French Season’s investment AED 0
Media partnership estimation cost
AED 150 000 Source Khaleej Times Marketing DepartmentDetails of the media deal:
Gregory Bolle
5. Outdoor campaign: OOH / Lampposts campaign
Objectives
• Awareness of the French Season in Abu Dhabi • Exposure in highly frequented Abu Dhabi Streets(Abu Dhabi Corniche & Khaleej Street)
Results
• Size lampposts: 3m x 1 m•3 circuits (2 on Khaleej Street, one on Corniche)• 40 faces (x2) on Khaleej Street• 20 faces on Corniche• Duration: 2 weeks each (from the 2nd to the 4th week of May)
Objectives
Results
6. Outdoor campaign: The Partnership Building Banner
Gregory Bolle
Objectives
• OOH Partnership with Bin Murshed Holding •Awareness of the French Season in Abu Dhabi • Exposure in highly frequented street of Abu Dhabi
Results
•Building banner size: 4 m x 17 m• Location: Airport Road•Duration: 4 weeks
Objectives
Results
French Season’s investment AED 0
Building banner estimation cost
AED 160 000
Source Bin Murshed Holding
Gregory Bolle
7. Outdoor campaign:The Catamaran Sail
Gregory Bolle
Objectives
• Original guerilla campaign •Awareness of the French Season in Abu Dhabi • Exposure in all Abu Dhabi bay
Results
• Sail banner size: 4 m x 3 m• Location: Abu Dhabi Bay•Duration: 1 week
Objectives
Results
French Season’s investment AED 0
Sail branding estimation cost
AED – Image Only
This campaign has not been activated efficiently with ASDAAWe still don’t have the final picture of this campaign.
Gregory Bolle
8. On-site activations:The Roll-ups & the Backdrop
Objectives
• Brand awareness of the French Season foreach event• Use those marketing tools for the newspaper’s photographers• Sponsorship package
Results
•2 roll-ups have been set up on each event-site • 1 backdrop has been displayed for the launching Press conference and some prestigious events of the French Season• The press has displayed our brand identity
Objectives
Results
Gregory Bolle
9. Public Relations:Arabic & English Press
Objectives
• To get coverage in the main UAE dailies• To Deliver French Embassy message • To Cover French Season’s lack of advertising budget• To Reach a maximum of UAE residents
Results
• Period: April - May 2009 • Number of hits: 55• Total circulation: 4 813 493• Total reach: 14 440 479• 5 press releases distributed• Without the coverage of the President Nicolas Sarkozy’s official visit to the UAE• Excellent total coverage of the French Season in dailies newspapers and websites from April to May• Astonishing ROI in PR for the French Season
Objectives
Results
French Season’s investment AED 0
Public Relation campaign estimation cost
AED 1 128 850
Source ASDAA
Gregory Bolle
10. On-line Campaign : www.frenchseason-uae.com
Objectives
• Marketing tool to improve the awareness of the French Season’s event• A complete on-line portal describing the French Season in both languages• Use the website address for all our communication means & tools (call for Action)
Results
• A bilingual (English & French) website www.frenchseason-uae.com including 4 dedicated Sections (about us, events, sponsors & contact us)• First result on Google when type ‘French Season UAE• Relay by all the FBG’s promotional emailing
English version
French version
Objectives
Results
www.Frenchischic.com
• Create a platform for the French Embassy to promote the French languageThree languages = English / Arabic / French > Link with the French Season 2009 website
Objectives
Source Tattoo
Geographic location• Visitors mostly came from the UAE (81 %) and France (10%)• Visitors from the UK & the US represent 3 %• Remaining 6 % : visitors from 37 other countries (worldwide representation) • GCC Countries are also represented (8 people from Bahrain, 6 people from Saudi Arabia , 3 people from Oman & Qatar)
Monitoring of www.FrenchSeason-uae.com
11. Catalogue French Season
Objectives
• To give a better exposure to the sponsors (1 page)• To inform about the events of the French Season • To showcase the dynamism of the UAE Frenchcommunity towards the French Delegation
Results
•1000 French Season catalogues • 65 catalogues for the Official French delegation• Personally offered to: Christine Lagarde, Serge Dassault, Guy Mestrallet, French Senator, the UAE Bank Governor• Catalogues have been distributed to all the Premium, Gold, Silver & Official sponsors of the French Season + guests of the Fashion Show
Objectives
Results
12. Catalogue Roberto Alagna’s Concert
Objectives
• Free gift for all the Roberto Alagna’s concert guests• To link the prestigious event to the French Season
Results
• Visual link (design) between the French Season Poster and the cover of the Roberto Alagna’s concert catalogue • Catalogues of Roberto Alagna’s concert have beenDistributed to all spectators (800 people) • No advertising page of the French Season
Objectives
Results
II. Marketing Campaign Evaluation
1.Monitoring of the French Season Campaign
25 %
60 %
100 %
70%
0
10
20
30
40
50
90 %
90 %
Brand
60
70
80
90
100
Direct Marketing
ROI
PR
Carat SEM Actions
Awareness
Attendance
Expected Results
Brand 90%The brand identity has been built:The coming editions to capitalize on a strong brand equity / Good asset for 2010 edition
Awareness 60%An efficient communication strategy although short delays & strict deadlines / Need more budget to reach more people in Dubai / UAE nationals
Attendance 70%Very satisfying as regards the French expat’ communityNot satisfying enough as regarding the UAE Nationals attendanceMust begin the campaign earlier
ROI 100%
Excellent ROI due to an efficient PR strategy (Dailies, online) PR Investment 0 € PR Estimation’s cost AED 1 128 850
Direct Marketing 25%
A better engagement of the TA would imply to have more SMS & E-mailing campaigns as well as flyers distribution in strategic locationsMore implication of the UAE Communities
PR 90%Good coverage in Dailies & OnlineHave to communicate outside UAE (France, GCC)
2. Sponsors Exposure Monitoring
Premium Sponsors Gold Sponsors Silver Sponsors
Official Sponsors
Evaluation of the French Season sponsorship campaign
A wide range of communication
channels provided
A wide range of communication
channels provided
Key insights
No coordination with sponsors’ marketing
departments
No coordination with sponsors’ marketing
departments
Satisfying but could have been optimized
through a rational activation
Satisfying but could have been optimized
through a rational activation
Late delivery of invitations due to a lack of time / coordination
Late delivery of invitations due to a lack of time / coordination
Hospitality Management
Hospitality Management
P.R coverage & co-branding
platforms
P.R coverage & co-branding
platforms
Final Return on Investment
Final Return on Investment
An ‘experiential marketing’ approach
on-site is missing
An ‘experiential marketing’ approach
on-site is missingOn-site activationOn-site activation
Premium Sponsors
Fully addressed
infrequently addressed
Carat SEM requirements
Brand exposureBrand exposure
Gold sponsors Silver/Official sponsors
Evaluation of the French Season sponsorship campaign
3. THG / CARAT Sponsorship’s commitment
Meetings with all French Season stakeholders + Patricia Kass deal
MARCH APRIL MAY JUNE
Design of the Sponsorship package + Commercial Meetings
SPONSORSHIP STRATEGY + CLIENT SERVICING +COMMERCIAL
Commercial Meetings
Full Communication Strategy
Creative Identity
On-line Campaign – French Season
Follow-up with many French Season Stakeholders
COMMUNICATION STRATEGY + IMPLEMENTATION + CLIENT SERVICING + COMMERCIAL
Follow-up with the sponsors
PR Implementation
Marketing Direct Activation
On-line Campaign – Frenchischic.com
Catalogues, Brochures and Posters production
Mass Media Implementation = Radio + OOH
Follow-up of the French Season events – full support
PRODUCTION + IMPLEMENTATION + PR + CLIENT SERVICING + SPONSORS MANAGEMENT
2009
MARCH APRIL MAY JUNE
SPONSORSHIP STRATEGY + CLIENT SERVICING +
COMMERCIAL
COMMUNICATION STRATEGY + IMPLEMENTATION + CLIENT SERVICING + COMMERCIAL
Design
Online
PR
Product
French Season Logo
French Season Posters + …
French Season Web Design
Radio Copyrighter Arab + Eng
French Season Website ENG
PR Strategy
Press Conference
Roll up + Backdrop
Envelope + Brochure
CD Stickers + CD Cover
Overall
Design Lamppost Corniche R
Design Lamppost Khaleej S
Design Advertising A4 + A5
Design Invitation x 5 items
Catalogue Alagna Ar/ Fr / En
Catalogue Alagna Ar/ Fr / En
PRODUCTION + IMPLEMENTATION + PR + CLIENT SERVICING + SPONSORS
MANAGEMENT
Catalogue Season English
Frenchischic Website ENG
French Season Website FRA
Invitation + Follow-up
Physical Presence x 8 times
5 press releases
Monitoring
Alagna catalogue
5 different invitations
French season catalogue
1000 French Season posters
Alagna Invitation
Sponsorship Package
Communication Strat.
Rendezvous Radio – 2 hours
Media Partnership – K. Times
2009
Ousama HarbAccount ManagerY&R Abu Dhabi
Client Servicing Tel: +971 2 621 50 50
Tania AzarAccount Executive, Y&R Abu Dhabi
Client Servicing Tel: +971 2 621 50 50
1 Creative Director2 Creative Team1 Junior Creative1 CopyrighterWunderman1 Web-client servicing 1 Web-designer
Georges VanderchmittPresidentParis / Dubai
Strategic Relationship Tel: +33 (0)1 41 16 67 77
Gregory BolleManaging Director, Dubai
Client Relationship Tel: +971 435 72 76
Sebastien SayeghAccount ManagerDubai
Client Servicing
Tel: +971 435 72 76
THG / CARAT Core Team
THG / CARAT Creative Team
THG / CARAT PR Team
Brian CarvalhoManaging DirectorASDAA Abu Dhabi
Client Relationship Tel: +971 2 621 50 50
Charbel TaniosAccount DirectorASDAA Abu Dhabi
Client Servicing Tel: +971 2 621 50 50
Deena QassemAccount ManagerAbu Dhabi
Client Servicing Tel: +971 2 621 50 50
THG / CARAT Media Buying
Production
Ghayas Mawla Media planner,Dubai
Client Servicing Tel: +971 435 72 76
Arif KhanGroup Head-Buying,Dubai
Client Servicing Tel: +971 435 72 76
Bagarsh PramodHead of ProductionDubai
Client Servicing Tel: +971 435 72 76
THG / CARAT’s Financial Commitment
French Season’s investment AED 379 490
Advertising campaign estimation cost
AED 677 490
Source THG / CARAT
4. What Could We Improve in 2010?
Objectives
Approach
• To engage more the UAE organizations• To improve our direct marketing towards nationals• To rationalize more our marketing approach for eachevent of 2010
• To increase your advertising budget•To increase Direct Marketing towards the UAE Nationals: e-mailing & SMS campaigns • To increase Direct Marketing within the Malls: flyers & leaflets distribution in malls• To implement a media partnership strategy far earlier – TV, Print, etc• To involve the French community in Dubai with their local advertising means• To activate once more your sponsors (UAE / Regional / French companies)• To use the magazine of the FBC / FBG to get a better coverage• To improve the PR strategy in France• Endorsement of the Season by a member of the Royal family
Objectives
Opportunities
Improve the Advertising Campaign
Advertising
• To plan in advance our communication campaign
• To improve the direct marketing approach
• To get more means to develop the communication in Dubai + Northern Emirates
Events
• To prefer quality rather than quantity
• To propose events more in link with the UAE national aspirations (sport, entertainment, culture, Falconery,…)
Opportunities
• Extend the French Season in Dubai + Al Ain
• Create events with French companies…
• Get a better activation of the sponsors to improve our reach
Improvements
• Improve the communication with all the project managers / leaders
• Lease more with the UAE nationals organisations such as Abu Dhabi Business Women, etc
• Reach the young generations of UAE nationals / Charity program
French Season 2010
Top of Mind for 2010 edition
5. S.W.O.T: executive summary
STRENGTHS
OPPORTUNITIES
WEAKNESSES
THREATS
A strong brand identity & visual A strong R.O.I regarding the communication budget Prestigious events to leverage the French Season ‘brand equity’: Roberto Alagna’s concert, Etoile Fashion show… The French Season has capitalized on the French President’s visit
Short delays for communication Global crisis: less sponsorship liquidity Too much ‘micro-events’ Not enough communication towards the UAE NationalsWebsite should have an Arabic version
To capitalize on the success of the 1st Edition Higher patronage More PR activation in France Efficient sponsorship activation To extend the French Season events to all the Emirates (Dubai, Sharjah…)
Sponsors liquidity due to the crisis The same or less communication budget for the other editions Not enough liquidity/attractiveness to present prestigious events
The sponsorship activationcan be improved
A better PR coverage in France / internationally
To extend the French Season events to all the UAE territory
Sponsors liquidity
The Events prestige
The communication budget
No official diplomatic visit to leverage the coming editions
Strong brand identity
CARAT SEM Middle East
Al Hawaii TowerOff No. 205, Sheikh Zayed RoadPO Box 31585DUBAI, United Arab Emirates Gregory Bolle