letsdoit communications. estonian experience

7/29/2019 Letsdoit Communications. Estonian experience

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Lets Do It! World Cleanup 2012 conference

Communications & Campaign

January 14th, 2012


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Principles

Openness - open communication, communicating

the whole progress, obstacles, dilemmas openly

in public from the beginning.

Positivity remaining positive throughout theprocess, avoiding blame and scapegoats

especially at the beginning. Expressing active

attitude.


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Principles

Responsibility treating the partners, mediaand public as team-members. Communicating

collective and individual responsibility.

Sponsorship vs co-operation. Every partner is a message communicating

about partners openly means that every partner

in the team is also a message about the project.


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Timeline

PR campaign 7 months prior the clean-up, 1month after

AD campaign 1,5 month prior the clean-up


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PR Channels

Local media vs nationwide media

important to get to everybody, also

include small local channels to the PR

campaign, to raise discussion and

participation in the local level.


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Mapping as PR

Mapping enables you to get in touch with:

Local mediaLocal partners

Local people

Also withThe real, undeniable extent of the problem!


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AD Channels

AD campaign using wide range of

different media

TV,

radio,

print,

outdoor,

Internet


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PR Spokespersons

Inspiring leader (s)

having a strong spokesperson(s) for theproject, also personal public support

from the local community leaders

and cultural leaders helps a great deal


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AD Spokespersons

Using a range ofnational leadersand

respected stars from music,

theatre, sport etc to step up andstate

their own message in the

campaign,regarding the project. Also engaging

minority group leaders.


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AD-campaign

TV-clips,

Radio-clips,

posters, outdoor,

web-banners,

co-operation with partners coca-cola,EMT etc.


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Print ad


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Print ad and poster


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Print ad and poster


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Outdoor


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Self-made outdoor banners


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People as mediums

Offering partners, groups and individuals

a chance to spread the campaign, by

downloading the posters, flyers, fromour homepage, offering people a chance

to link a web-banners to their

homepages, blogs etc.


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Posters in everycounter shop


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Internet

Banners were hung up asown initiative in 1600

various places!

NB! Think aboutmaterials for free

download and free

use!


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Car stickers


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E-mails to over 250 thousand

people

Ca miljon kontakti


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Flyer


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Postcard


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Unusual places for

communication

An offcial

envelope of

the biggesttelecommun

ication

company


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Neck-hanger for Coca-Cola bottle


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MSN


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Video for volunteers

http://video.delfi.ee/video/ISCKybvv/
http://video.delfi.ee/video/ISCKybvv/http://video.delfi.ee/video/ISCKybvv/


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Volunteers salary

Pin for all volunteers


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T-shirt for stuff


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Sticker for transport


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Free oil coupone for transport


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Thank you letter


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Cost

Media as a true partner

from the beginning

also means

zero

cost for the AD campaign at the end!


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Mediaplan


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Thank You print ad


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Lessons from

critical moments

Gaining credibility through open

communication and reliable partners atthe beginning is important.


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There will be resistance...

Mapping possible contragroups andmessages from the beginning

React fast and strong when needed!

Understand the fears and motivations

behind


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You will be unstoppable

Stay constructive and positive !

Have good partners forsupport

Appeal for the general interest and

general good at the hardest moments


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And the most important

From your heart -

believe in the mission,

believe in your team!

And everybody will start to believe!


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Thank you, partners!

letsdoit communications. estonian experience

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