restricted © siemens ag 2015siemens.com hot spots communication projects
TRANSCRIPT
Restricted © Siemens AG 2015 siemens.com
Hot Spots
Communication projects
January 2015
Restricted © Siemens AG 2015
Page 2 CG G PE
Hot Spot definition
Hot Spots identify high profile communication opportunities and utilize them as platforms for integrated communications.
They are longterm-planned projects and engage a critical mass of Siemens target groups through a unique experience.
Hot Spots offer value for Siemens' business on a global level through strengthening its position on image and on business level.
Hot Spot
January 2015
Restricted © Siemens AG 2015
Page 3 CG G PE
Hot Spot templateProject name: Country:
Location(s): xxx
Date: xxx
Duration: xxx
Key visual
Project key facts
Please underline the driving unit (HQ, Division, other)
Core team/Siemens entities involved
Project lead: xxx
Project deputy: xxx
Project lead and project deputy
Total budget (€)
Project budget total: xxx
Budget HQ CG xxx
Budget Region (applicant)Xxx
Budget other entities (e.g. Divisions): xxx
Communications focus
Digitalization
Automation
Electrification
Content/topics/relevance
• xxx
• xxx
Project description (what)
• Brand effect: xxx
• Business effect: xxx
Project Goals (Why)
• xxx
• xxx
Target group/s
xxx
Key message/s
• Before: xxx
• During: xxx
• After: xxx
Main activities
Project reach
Global Regional Local
Which countries: xxx
Top management interaction N
Who xxx
Y
January 2015
Restricted © Siemens AG 2015
Page 4 CG G PE
Back-up
January 2015
Restricted © Siemens AG 2015
Page 5 CG G PE
Hot Spot criteria
• Play into the global focus areas of Digitalization, Automation, Electrification
• Represents a unique experience for a critical mass of defined target audiences
• Must support Siemens brand positioning
• Has potential for creating subsequent business opportunities
• Comprises multiple and integrated communication
• Potential for re-using tools and channels
• Local contribution should be minimum 50% of the total budget
• Performance measurement (KPIs) must be implemented
Main criteria – a MUST for all projects
• Massive global impact (cross-country)
• Focus is on Key Countries and focus markets
• Project lead, planning and realization on HQ level
• Long-term planning
• Represent major pan regional events (e.g. Rio+ 20)
• Top Management interaction refers to SAG Board Members
Additional criteria that identify a Hot Spot
January 2015
Restricted © Siemens AG 2015
Page 6 CG G PE
SWOT analysis
Key takeaway[Provide the key takeaway based upon the analysis shown above]
• [Please highlight the main strengths of your Hot Spot opportunity]
Strengths
• [Please outline the weaknesses of your Hot Spot opportunity]
Weaknesses
• [Please highlight the main opportunities related to your Hot Spot project in the given environment]
Opportunities
• [Please outline some of the challenges that might be posed to your Hot Spot project in the given environment]
Threats
January 2015
Restricted © Siemens AG 2015
Page 7 CG G PE
Pros, cons and rationale
• Please enter the most important positive aspects of the opportunity
Pro's
• Please enter the most relevant negative aspects of the opportunity
Con's
Please enter the fundamental rationale and strongest argument for pursuing the opportunity
Rationale
January 2015
Restricted © Siemens AG 2015
Page 8 CG G PE
Key messages for Hot Spot
• …
• …
• …
Message 1
• …
• …
• …
Message 2
• …
• …
• …
Message 3
Key message
January 2015
Restricted © Siemens AG 2015
Page 9 CG G PE
Underlying strategyDrive content and excitement
Time
Penetration of the topic
Stand-alone projects
Communication tacticsInterplay of• Studies• Award• Customer workshops• Expert panels• Media activities • Partnership/collaboration• Ambassador engagement• PR/visual icon• Event/exhibit• CSR activity• Etc.
Initiate dia-logue, create awareness
Maintain inte-rest follow-up
Establish conversation and experience
Hot Spot #1
During AfterBefore
Hot Spot #2
During AfterBefore
Hot Spot #3
During AfterBefore
January 2015
Restricted © Siemens AG 2015
Page 10 CG G PE
Timeline of activitiesBEFORE – DURING – AFTER
NovemberOctober December
Internal Communication (intranet, social media, employee newspaper, etc.)
Event/ Thought Leadership
Partnerships
Press
Advertising
Online
Other
January 2015
Restricted © Siemens AG 2015
Page 11 CG G PE
Activation plan
[Please provide an overview of the activation elements that will be put in place]
Activation elements
Target group Before/during/after
Objectives Description Budget
January 2015
Restricted © Siemens AG 2015
Page 12 CG G PE
Project team structureProject name
Other units
CG Regions
NN
Module
CG G
CG IE
CG PD
N.N
NN
CG MC
NN
CG GA
N.N
NN
Age
ncie
s
Steering Committee
Project lead
Mea
sure
-m
ent
Pro
ject
of
fice
Con
-tr
acts
Med
ia
buyi
ng
Inte
rnal
co
mm
s
Bra
n-di
ng
PR
Cus
to-
mer
out
-re
ach
Exh
i-bi
tion
Eve
nt
Exe
cu-
tive
brie
-fin
gs
Spe
e-ch
es
Con
tent
/st
oryl
ine
Spe
aker
m
gmt.
Subproject lead
DRAFT
January 2015
Restricted © Siemens AG 2015
Page 13 CG G PE
Date: XXXResponsible: XXXDepartment: XXX
Version: XXXReplacing: XXX
Project: XXXProject lead: XXXSubproject: XXXWork package: XXXPSP-Element: XXX
CG workpackageof a subproject
Requirements
• …• …
Detailed description of the activity
• …• …
Results
• …• …
Risks / Chances
• …• …
Responsible
• …• …
Quality assurance
• …• …
Ressources
• …• …
Input needed (time, budget)
• …• …
Duration
• …• …
January 2015
Restricted © Siemens AG 2015
Page 14 CG G PE
Measurement
[Please explain the metrics and methodologies you intend to use to measure the effectiveness of the sponsorship in general and the activation specifically]
January 2015
Restricted © Siemens AG 2015
Page 15 CG G PE
Next steps and Milestones
[Please list the of the next steps related to the project]
January 2015
Restricted © Siemens AG 2015
Page 16 CG G PE
Budget template
Project
Budget & Forecast Overview Current Forecast per Quarter Order Costs
Comments/notes Status
Item should be reported
Regional/Sector Budget
HQ Budget
Other Budget Budget Budget
alloc.currentForecast
Diff. FC vs. Budget
FC Q1(31.12.2011)
FC Q2(31.03.2012)
FC Q3(30.06.2012)
FC Q4(30.09.2012)
PSP-Element
Order(number)
Order(amount)
Actual costs (booked invoices)
Remain. order amount
Diffe-rence to Forecast
In Euro In Euro In Euro In Euro In Euro Currency? In Euro In Euro In Euro Currency
? In Euro Currency? In Euro In Euro In Euro
å Project total: 0,00 0,00 0,00 0,00 0,00 0,00 0,00 0,00 0,00 0,00 0,00 0,00 0,00 0,00 x 1 Advertising 0,00 0,00 0,00 0,00 0,00 0,00 0,00 0,00 0,00 0,00 0,00 0,00 0,00 0,00 x x Work package (module) 0,00 0,00 0,00 0,00 0,00 x Work package (module) 0,00 0,00 0,00 0,00 0,00 x Work package (module) 0,00 0,00 0,00 0,00 0,00 Work package (module) 0,00 0,00 0,00 0,00 0,00 x Work package (module) 0,00 0,00 0,00 0,00 0,00 x Work package (module) 0,00 0,00 0,00 0,00 0,00 x Work package (module) 0,00 0,00 0,00 0,00 0,00 x Work package (module) 0,00 0,00 0,00 0,00 0,00 x x Work package (module) 0,00 0,00 0,00 0,00 0,00 x 2 Media Relations 0,00 0,00 0,00 0,00 0,00 0,00 0,00 0,00 0,00 0,00 0,00 0,00 0,00 0,00 0,00 x X Work package (module) 0,00 0,00 0,00 0,00 0,00 Work package (module) 0,00 0,00 0,00 0,00 0,00 Work package (module) 0,00 0,00 0,00 0,00 0,00 Work package (module) 0,00 0,00 0,00 0,00 0,00 Work package (module) 0,00 0,00 0,00 0,00 0,00 Work package (module) 0,00 0,00 0,00 0,00 0,00 Work package (module) 0,00 0,00 0,00 0,00 0,00 Work package (module) 0,00 0,00 0,00 0,00 0,00 Work package (module) 0,00 0,00 0,00 0,00 0,00 3 Speaker Placement 0,00 0,00 0,00 0,00 0,00 0,00 0,00 0,00 0,00 0,00 0,00 0,00 0,00 0,00 x X Work package (module) 0,00 0,00 0,00 0,00 0,00 Work package (module) 0,00 0,00 0,00 0,00 0,00 Work package (module) 0,00 0,00 0,00 0,00 0,00 Work package (module) 0,00 0,00 0,00 0,00 0,00 Work package (module) 0,00 0,00 0,00 0,00 0,00 Work package (module) 0,00 0,00 0,00 0,00 0,00 Work package (module) 0,00 0,00 0,00 0,00 0,00 Work package (module) 0,00 0,00 0,00 0,00 0,00 Work package (module) 0,00 0,00 0,00 0,00 0,00 4 Documentation 0,00 0,00 0,00 0,00 0,00 0,00 0,00 0,00 0,00 0,00 0,00 0,00 0,00 0,00 Work package (module) 0,00 0,00 0,00 0,00 0,00 Work package (module) 0,00 0,00 0,00 0,00 0,00
WORK PACKAGE (MODULE) 0,00 0,00 0,00 0,00 0,00
Work package (module) 0,00 0,00 0,00 0,00 0,00 Work package (module) 0,00 0,00 0,00 0,00 0,00 Work package (module) 0,00 0,00 0,00 0,00 0,00 Work package (module) 0,00 0,00 0,00 0,00 0,00 Work package (module) 0,00 0,00 0,00 0,00 0,00 Work package (module) 0,00 0,00 0,00 0,00 0,00 5 Measurement 0,00 0,00 0,00 0,00 0,00 0,00 0,00 0,00 0,00 0,00 0,00 0,00 0,00 0,00 Work package (module) 0,00 0,00 0,00 0,00 0,00 Work package (module) 0,00 0,00 0,00 0,00 0,00 Work package (module) 0,00 0,00 0,00 0,00 0,00 Work package (module) 0,00 0,00 0,00 0,00 0,00 Work package (module) 0,00 0,00 0,00 0,00 0,00 Work package (module) 0,00 0,00 0,00 0,00 0,00 Work package (module) 0,00 0,00 0,00 0,00 0,00 Work package (module) 0,00 0,00 0,00 0,00 0,00 Work package (module) 0,00 0,00 0,00 0,00 0,00 6 Digital 0,00 0,00 0,00 0,00 0,00 0,00 0,00 0,00 0,00 0,00 0,00 0,00 0,00 0,00 Work package (module) 0,00 0,00 0,00 0,00 0,00 Work package (module) 0,00 0,00 0,00 0,00 0,00 Work package (module) 0,00 0,00 0,00 0,00 0,00
January 2015
Restricted © Siemens AG 2015
Page 17 CG G PE
Open questions
[Please share any open questions related to the project that may require feedback]