online and offline communication proposal december 2012
TRANSCRIPT
Getty: everything you need to tell your story
21 offi ces which
distribute material to clients in more than
100 countries
More than
1.800 employer
s
Creation and distribution
of: photography,
film clips, videos and multimedia products
It was born in 1995 and within it
incorporates other brands
such as Thinkstock and
iStockphoto
Perceptions
Part of the CREATIVE SECTOR it is seen as "a monolithic firm" which has "engulfed" a series of creative collections.
On the other hand the PUBLISHING CUSTOMERS perceive the business model as something hateful for their publishing integrity.
The PHOTOGRAPHIC SECTOR seems divided. The people who work with Getty absolutely agree. The ones who don't, consider the business model as detrimental for the sector and their careers specifically.
Getty in Spain: perceptions and needs
PERCEPTION
Lack of knowledge about other products which are not "photographic".
"Belief" that Getty is only useful for big companies
NEEDS
Increase visibility
Differentiate brands
Communicate the fact that we are a "digital firm" and not only a conventional collection of pictures
Objectives
Increase visibility
Establish
different
identities
New ways
of
positioning
Strengthen
relationships with the public
Press office
RELATIONSHIP WITH THE MEDIA
CORPORATE INFORMATION MANAGEMENT
Database creation and maintenance
Press dossier
Key messages
One to one meetings
Production, delivery and tracking of press releases
Interview management
Input and media types
Event organization (Awards, forums, workshops...)
Lifestyle, cultural or communication and marketing publishing
Launch of new products and servicesSpecialised media in technology and photography
Getty structural changes
Main national newspapers: El País, El mundo, La Vanguardia…
One to one meetings
CONCEPT
GOALS
It is about relating with different key figures within the sectors through informal meetings, for example lunch.
These kind of interactions would be carried out with:
Journalists and technology coordinators
Event and contest planners specialised in the sector
Make the product known to consultantsCreate a solid contact network for the
firmTurn communication media in our
showcaseBe present in the main events and
announcements of the sector
Relationships with thecommunity
Getty scholarship for young inventors
CONCEPTHelp the next generation of inventors reach their goal: training.
PROCESSPresentation of a portfolio which will be assessed by a prestigious specialised jury.
IMPACTCultural sections in national newspapers, radio and television
Relationships with thecommunity
Photojournalism Getty prize
CONCEPTRecognise photo journalistic work at a national level.
PROCESSPresentation of works throughout the current year. They will be evaluated by a prestigious jury.
IMPACTPublications and cultural spaces, Lifestyle headlines, news and other spaces dealing with current issues.
Relationships with thecommunity
Getty Images:building the future
CONCEPTCooperate with a national NGO in their humanitarian projects.
PROCESSBesides economic support, Getty will elaborate a photographic exhibition as well as a documentary reflecting the process.
IMPACTNews, newspapers or marketing and communication means.
Getty Forum regarding audiovisual communication
Monographic event
Seek alliances
with strong national media
Communication and creation
relevant figures
Chance of dealing with all the sectors we are present in
Visibility of our work and
professionals
Consolidate our values and
strengthen our leading image
In artistic and communication
teaching centres
Focusing on students finishing
their courses
Given by prestigious
professionals
Which products and services does Getty
offer?
A variety of topics: photojournalism,
video, music editing...
Have you considered Getty for
your professional future?
Master classes
Other speaking opportunities
OMExpo MadridFair-Congress about Digital Marketing and Online Advertising
SIMO NETWORKInternational fair of IT Services and Solutions for Companies
Blogger relations
Information delivery
(dossier and announcement
s)
One to one meetings
Special actions
Special actions
iStockphoto Blogosphere
CONCEPTSelect three bloggers which start three blogs focused in video and music trends, photographic creativity and innovation.
PROCESSEach blogger will submit an article which will be uploaded on iStockphoto website. Among the most voted by users, the firm will select the three official blogs.
IMPACTSpecialised media, social networks, blogs within the sector...
Fan page management
Products and services
Blog
Campaigns
Engagement
Events and appearances in the media
User support
Fan celebration
1
2
3
4
5
Content
6
7
Twitter management
Provide information about the product and the brand
Tweeting events
Generate conversation
Management and lists creation
1
2
3
4
Actions
Youtube: create your own television
Videoblog focused on new trends and audiovisual innovation
Interviews and meetings with photography figures and video creators
Acoustics from musicians from the Getty catalogue
iStockphoto and Thinkstock: individual identities
Personal profiles on social networks Facebook and Twitter
Creation of three blogs regarding: Photograph creativity Video and music trends Innovation
Existent Facebook profile management and creation of Twitter account in Spanish
Sponsoring specialised photography and graphic design magazine contests
*The launch of each brand's press releases is included, together with their news