s211 conference pr presentation jg master
DESCRIPTION
TRANSCRIPT
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JO GREENACCOUNT DIRECTOR, SIL PR AGENCY
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PR S2/11 PR Toolkit
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PR TOOLS – ON THE SPEEDO HUB
1 x Trade Press Release
9 x Consumer Press Releases
Press releases and relevant images are on the Hub together with PR Toolkit.
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TIMINGS
December 2010
GeneralMay 2011 Ideally
Distribute trade/trends
press releases
Distribute 3 months before
available at retail
Distribute consumer
press releases
Build exposure over the
season.....
OR
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TIMINGS
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MEDIA TARGETS
Sport – lifestyle and newsFashionDesignLifestyleScience and technology
FormatsOnlineBroadcastPrint
Don’t forget! Trade and consumer across all titles/formats
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STRATEGIC APPROACH
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COMPETITIVE COLLECTIONKEY MESSAGES
The Speedo LZR Racer ELITE boasts a
fully bonded construction with
ultrasonically welded seams
The Speedo LZR Racer PRO features a
print for the first time this season
The Speedo LZR Racer COMP features
Speedo’s new water-repellent, quick-
drying EnduranceSD fabric.
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TRAINING KIT KEY MESSAGES - NEW PRODUCT PROMOTION
Speedo Training Kit provides
competitive swimmers at all levels
with all they need to reach the
peak of their performance
Training Kit comprises training suits,
Training Aids, accessories, such as
the Speedo Lap Counting Watch, and
equipment
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SWIM FITNESS COLLECTIONKEY MESSAGES
Functional and sporty
Key products include the women’s
Superiority Muscleback suit and the
Aquashort for men
The collection is made from the
100% chlorine resistant Endurance+
fabric, exclusive to Speedo.
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GET FIT KITKEY MESSAGES – NEW PRODUCT PROMOTION
Aimed at those who swim
regularly to improve
performance
Providing everything required
to make the most of a water-
based workout
Comprising swimwear, training
aids, accessories and
equipment
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TRAINING AIDS KEY MESSAGES
Increase fitness, performance,
technique and speed
Data centre
Inclusive
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AQUA ACTIVE COLLECTIONKEY MESSAGES
Designed for the rigours of water-
based fitness classes
Features bust support to prevent
excessive movement
Designed to define the figure with
shaped seams and panels
Adjustable straps and clip back
provide the perfect fit
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XPRESS DRY WATERSHORTS COLLECTIONKEY MESSAGES
The world’s most advanced swim
watershort
Speedo Xpress Dry fabric absorbs
less water than equivalent, making
for a smoother swim
Aimed at men who swim regularly
Chlorine repellent for a longer life
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SPEEDO SCULPTURE STREAMLINEKEY MESSAGES
Suits all shapes and requirements
with two levels of all over body
shaping control - Medium and Light
Engineered to provide the ultimate in
bust support with a cut to enhance the
body, flatten the tummy, and offer
superb comfort and fit.
Developed by Speedo Panel
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In Market Activity – implementation ideas
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ALL COLLECTIONS
• Distribute press release and images to the media
• No additional budget required
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COMPETITIVE - ACTIVATION
Photo-call with Team Speedo
athlete/s
Use local team swimmers – at local
event- photo-call
Use athletes in your market - ELITE
level
Estimated budget required - from
1,000 - 3,000 euros
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TRAINING KIT - ACTIVATION
Media clinic with Speedo coach or
swimmer
‘A Day In The Life’ of a Speedo athlete
Experiential media training day
Yields in-depth coverage
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GET FIT KIT / SWIM FITNESS / AQUA ACTIVE / TRAINING AIDS - ACTIVATION
Encourage consumers to swap the gym
for the pool
Research and statistics
Swim vs Gym Promotion
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AQUA ACTIVE - ACTIVATION
Aqua Aerobics class for
the media
Cross promotion with the wider
range of products available in the
new ‘Get Fit Kit’
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XPRESS DRY WATERSHORTS - ACTIVATION
Targeted gifting to key journalists\
and bloggers
Competitions with leisure and
sports companies
Estimated budget required –
from 2,000 to 5,000 euros
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SPEEDO SCULPTURE - ACTIVATION
Targeted gifting exercise
Send product and imagery to all
key consumer/fashion titles
Cross-promote with wider Speedo
Sculpture range
Estimated budget required - from
2,000 - 8,000 euros
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LEARN TO SWIM - ACTIVATION
Sea Squad personal appearances
characters at swim clubs / schools
Children’s swimming lesson with
Speedo athlete
Media clinic – invite their children
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SUMMARY
Use the PR Toolkit as inspiration
Be creative!
Make as much impact in your market as possible
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PR Best Practice Case Studies
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BEST PRACTICE PR CASE STUDIES
France – Vogue France product placement
All Markets/International – From Somewhere with Speedo collaboration
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VOGUE FRANCE
Product placement
Excellent Speedo visibility and credible positioning
Featured Spiralize and Charmane styles
Speedo was referenced 5 times throughout article
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SUMMARY
Sales in Spiralize style doubled
Views of the Charmane style increased 10%
Excellent brand driver
Content for e-commerce and digital platforms
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BEST PRACTICE CASE STUDY
Obsolete Speedo LZR suit project
Collaboration with From Somewhere, ethical fashion designers
Announced collaboration with ‘hero’ dress
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OBJECTIVES
Provide platform for wider CR story
Deliver message that Speedo is a brand that cares
Build brand equity
Change perceptions, encourage advocacy and increase reach
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STRATEGY
London Fashion Week Press Office
Online media priority
Target influencers in ethical fashion
Market activity supplemented by central implementation
Offer film exclusively to Vogue.com
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CENTRALLY DELIVERED TOOLS
Press Release
3 images of From Somewhere with Speedo’ ‘hero’ dress
Video cast from LFW
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FROM SOMEWHERE WITH SPEEDO AT LFW FILM HERE
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COVERAGE HIGHLIGHTS
Vogue.com, Vogue.it
Eco Stiletto
Global Cool – newsletter and website
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BUZZ
“we can only hope that in the future, more companies faced with this kind of problem will have similar forethought”
“forward thinking Speedo”
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BUZZ
“one of the coolest collaborations I’ve ever seen”
“this really is a demonstration of genuine, sincere up-cycling”
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SUMMARY
Over 100 pieces of coverage
100% favorable
Seeded onto ethical fashion Facebook groups reaching almost 30,000 people
Reached almost 100,000 newsletter subscribers
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Speedo LZR Racer Student Project
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SPEEDO LZR RACER STUDENT PROJECT
Next chapter
Student collaborations
Build on momentum
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PHOTO SHOOT
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PHOTO SHOOT
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TOOLS
Press releases - 1 x lifestyle,
1 x swim specialist
Biographies and case studies
Imagery
‘Behind-the-scenes’ video cast
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MEDIA TARGETS
Tools received week commencing 22.11.10
EthicalLifestyle/fashionArt and designSwim specialist
Across websites/blogs/print and broadcast media
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PLANNING
From Somewhere with Speedo collection will launch at LFW Feb’ 2011
Rebecca Adlington shoot
Retail channels to be determined
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FROM SOMEWHERE WITH SPEEDO