Public Relation Framework - Essay Example

Q Public Relation Frame Work: Objectives: The objectives of the Public Relations at JJB can be: Building awareness by supplementing & reinforcing the marketing effort Building credibility to the JJB brand as a whole and individually to the JJB health clubs and JJB sports goods. Stimulating the sales force and dealers and creating a hype of the brand The Publics of JJB would include the cub members, media, sports celebrities, pressure groups and associations, general public and the government. The focus of the campaign would be the World Rugby League 2008 event, after which the Derry, Ireland, outlet would be inaugurated by the sports minister of Ireland. The effort of the PR department at JJB would be to fill the inauguration ceremony with every well-known rugby player as they are the opinion formers and influencers in the sports community of Ireland. The campaign would mainly consist of paid advertising but the role of PR would be to generate as much hype as possible. This would be carried out by: Releasing press releases to all the significant newspapers announcing the launch of JJB Fitness outlet in Derry, Ireland. Organizing a press conference a day before the inauguration of the club. Issuing media passes to representatives of newspapers Trying to acquire coverage in television sports programs specifically programs containing sports round up. Radio Spots before and after morning and night time news. The message for the target audience would be “JJB the complete sports solution”. This message would be used in all media campaigns and all other outward communication. PR tools to be used: Publications: publishing in house newsletter for all members and other stakeholders and publics. Event: the sponsorship of World Rugby League 2008 and the subsequent launch of Derry, Ireland club would be a chain of events. News Item: acquiring, through personal relations, the editorial space in form of press releases and news slides on top rated TV channels Speeches: trying to arrange the inaugural speech at the World Cup Rugby League by the CEO of JJB clubs. From 1998 to 08: this would be a small introduction and history of the JJB name and portfolio. This theme would be included in print advertising. The valuation of PR effectiveness can be carried out by using the sales-profit impact method: Total Sales Increase US $ 10000 Estimated sales increase due to PR(10%) 1000 Contribution margin on product sales 9,000 Total direct cost of the PR program US $ 500 Contribution margin added by the PR investment8,500 Return on MPR investment (424 words) Q2 Advertising plan and Media Plan for JJB Advertising Plan The unique selling proposition of JJB is its cost effectiveness. They provide quality services at competitive rates. For the purpose of advertising, the positioning statement of JJB is proposed to be: “JJB –for priceless fitness” This statement would have two implications. On one hand it would emphasize on the benefits of being member of the JJB club and on the other hand it would imply that even though fitness is priceless yet for competitive prices, they can remain fit by being the members of the JJB club. Since the JJB leisure clubs are being launched, therefore, to educate the public comparatively detailed print and television advertising would have to be carried out. The purpose of the advertising would be to inform and persuade prospective clients to invest in the services of JJB. The advertising plan would include the following: TV commercials: a five minute commercial highlighting all the services and concluding on “ JJB will soon be serving members in Ireland”. To economize, in the initial stages, only one international ad will be made that would be run in Ireland as well as UK. TV Documentary: This detailed 15 minute documentary would include everything from the history and formation of JJB to what it is currently and what future plans they have. This documentary proposed to be aired in Ireland before the launch of the outlet in Derry. Likewise, this documentary to be aired on significant channels in the UK before the launch of any more clubs in UK. Print Advertising: One print ad showing multiple views of the various club services, containing the unique selling proposition, the positioning statement and the logo to be developed and released before the launches or before any new services are announced. Direct Mail: Brochures to be designed carrying in depth detail on the various services being offered by the club and sent in direct mail to the respective clients. Data collected from the JJB outlets walk in customers by taking their contact details. Media Plan The media plan for JJB is proposed as follows: Advertising Vehicle Newspapers Television Brochures Internet Magazines % of Marketing Budget 40% 50% 5% 3% 2% Timing Before Launch Before Launch A week after launch All the year Depends if something good comes up Form Advertorial Infocommercial Documentary Commercials A 4 size leaflets to reach prospective clients in direct mail Links and banners put up on all websites with high traffic rates (413 words) 3. SPONSORSHIP WORLD CUP RUGBY LEAGUE AUSTRALIA 2008 Participants include England, Australia, Fiji, France, New Zealand, Ireland, and Scotland 25th October -22nd November In view of the expansion pressures, the JJB’s health and fitness clubs have identified Ireland (Derry) as a potential market for opening outlets. JJB might be a highly recognized sports retail brand in UK but in Ireland, it would have to create its brand awareness. Considering this background, it is proposed that JJB health Club Management should consider sponsoring the Rugby League World Cup 2008. This would serve dual purposes of getting publicity in UK as well as Ireland since it is one of the most high profile events. JJB will reinforce its sports orientation as well as create awareness for its newly launched Health & Fitness clubs. It would also serve to create an awareness of the brand at the international level and it would be easier in future if JJB wants to expand to other areas of Europe. Rugby is a sport that has the maximum following in Ireland and irrespective of gender or age, men, women children, teenagers and even the above sixty community are glued to their television sets for the Rugby results. Another advantage of being a part of this event as a sponsor is that since it would held in October-November 2008, there are not many sponsors at the moment, so if JJB strikes a deal now of an exclusive sponsorship opportunity, it would give exclusivity to the JJB brand and the brand identity of JJB will be communicated to audiences without any clutter. It is proposed that immediately after the Rugby League World Cup, the JJB health and Fitness outlet should be inaugurated in Derry, Ireland. The complete package deal of Rugby World League should include a website banner, carrying the announcement of the launch in Derry for example “coming soon, in Derry”. Likewise the print advertising, hoardings and banners and any other associated advertising should contain the same message. Since Ireland and UK are both participating in this event, the viewers in both the countries will be watching the matches closely and repetitive television ads will hammer the message. It would provide JJB the right platform and pitch to launch their chain of JJB fitness clubs. Unlike Soccer & cricket, The Rugby League World Cup is a premium event that is organized once in eight years. Since the duration between the two events is long, any campaign launched at this event would be lasting since it would not be held for another eight years, (424 words) Q 4 Five Macro environmental factors of significance for Media & Marketing Communications of JJB 1. Population age mix: The population of UK and other EU countries is ageing with one of every five people crossing the 55+ mark. The younger population is diminishing in number. Due to this, the marketing campaign should be focused on the younger generations, which are the target market as well. 2. Internet generation: The Target market of JJB is the younger generation between 16-36years age limit. Due to this, Internet based marketing activities including direct e-mailing; web advertising and online marketing would play an integral role in the marketing communications mix of JJB. 3. High level of credit availability: Usually the club memberships are provided on payment-on-cash basis. However, in the recent years, the credit availability in the industry has increased. Due to this, younger generation who previously could not afford to purchase club memberships can now do so by purchasing policies and credit plans. Considering this, JJB can be the first in the fitness club sector to introduce payment schedules spread over a span of five years enabling younger users to acquire the memberships. This would increase the membership base of JJB fitness clubs and also provide it a competitive advantage over other competitors. This strength can be emphasized in the marketing plan. 4. Increase in emphasis on corporate social responsibility: In the past few decades, there has been an increase in the awareness on issues like corporate social responsibility, environment safety, corporate ethics due to which most of the blue-chip companies have been investing a proportion of their profits in welfare projects. It is necessary for JJB to create its image as that of an organization emphasizing on corporate social responsibility. For this, it is recommended for them, to either open up a school for the underprivileged class, or generate employment or establish a relief fund for use in any disaster of the national level. These activities should be a part of the Public relations campaign and outward communication of JJB should include mention of these activities since they will help in building member loyalty and prestige. 5. High Income Levels: The income levels have increased due to which a number of clubs have started operating. This has increased the competition for JJB. Considering this, the marketing communication in form of print, television and radio advertising would have to be very frequent to build and retain the brand awareness. A higher budget for marketing would have to be allocated in the initial few years. (422 words) 5. IMC Benefits & Limitations IMC creates a stronger message consistency and greater sales impact. since the same message is being hammered to the potential customers in form of newspaper advertising, radio spots, e-marketing, advertising on the web, television and through public relations, the customer would not only be aware of the service offerings but would also know the difference between JJB and other competitors. Responsibility of building brand image and identity is assigned to someone. If there is one focal point ,be it the ad agency or the in-house media management department or the ,marketing department , taking care of the IMC , the responsibility of building and developing a brand identity and persona can be assigned to that focal point and its effectiveness or success can be measured through a periodic marketing audit. IMC will improve JJBs’ ability to reach the right customers with the right messages at the right time and in the right place. JJB’S customers include the young women interested in aerobics and the young men who like swimming and it is also for fitness conscious business men in the age bracket of 45-55.These customers can be approached in different timings at different places .An IMC takes care that all these potential customers are reached through the most suitable medium. Expensive: Implementation of IMC is always since it is more expensive than using a single or two marketing tools. it may mean that the complete marketing budget is exhausted in one campaign and no budget is left for contingency planning for example nearing the end of the financial year, there might be an opportunity to sponsor a big event that might require budget, but JJB might realize that it was all spend on the IMC campaign in the previous months. The challenges when opting for an Integrated Marketing Communication plan are: Whether to avail the services of the current advertising agency and acquire their IMC package which will take care of all the marketing needs? Whether to opt for media buying houses with multiple specialist agencies? Whether to opt for establishing a unit within the marketing department which takes care of the media management aspects having a media. (361 words) 6. STAKE HOLDER; IMPORTANCE OF COMMUNICATING EFFECTIVELY WITH THEM 1. Shareholders: have invested their capital in the club. Uncertainty, adverse conditions or losses might lead them to take out their capital from the company, the shares would fall down in the open market, the general opinion of the public about the financial conditions of the company would suffer and in the effect the flight of capital and the loss of reputation would render irrecoverable damage to the club jeopardizing its existence. 2. Management and Employees: are parts of the organization: If they feel that there is no job security, growth prospects and pay, they would shift jobs and JJB health club would suffer valuable human resource losses. It is important to keep the management and employees updated with any changes so that their motivation levels remain high. 3. Customers and Suppliers: The suppliers are interested in the organizations performance because JJB clubs gives business to them. Communicating with them effectively is necessary so that they provide top of the line services. Likewise, the members would want their club to be ethical, socially responsible and having a good brand recall. Communicating effectively with them is necessary to keep up their customer loyalty. 4. Banks, Financial Institutions and Government: JJB Club’s needs to communicate with the Bankers and financial institutions in order to get good credit ratings and to avail lucrative policies, loans etc by them. It is necessary to communicate with the Government since JJB is a part of the society and community and networking with Government officials would help them in getting the requisite approvals, licenses and permits. (268 words) 7 Agencies Employing Multi-service Agency: The problem with this is that the advertising agency might not be closely aligned to the brand persona of JJB and might allocate resources to the wrong vehicles at the wrong time, or the emphasis of the agency would be more ad-oriented rather than focusing on other tools like PR, online marketing etc. The benefit of this is that JJB would not require to build an in-house media planning department and it would get off all the operational hassles involved in media planning, buying, creative issues etc. Another advantage would be that since only one company is involved, they would be held responsible if something is wrong with the campaign. Working with two or more agencies: The issue with this approach is that there is a high potential for blame games when anything goes wrong, JJB will have to closely monitor the process whether the ad was released at the right time to the media buyer and whether the media buyer delivered it at the right time to the service provide. It might be spending more than before since it is paying, cumulatively, a higher amount to the agencies. The benefit of this is the lucrative discounts that can be availed by involving a media buying house and the best that is being offered by any of the agencies can be availed. (225 words) In-house Media planning: Planner whose function is to buy media, monitor the agency and create and implement the integrated marketing effort by involving the rest of the departments, in particular, the Public Relations unit. This is an approach being established by quite a few companies. However, this approach is still in its experimental stages and not much can be said about its success or failure for e.g. JJB can opt for Manhattan for designing print advertising and Orient Mc Cann Erickson for Television and Radio Spots and might avail the services of Mindshare for media buying in which case the ad would be designed by Manhattan but released by Mindshare. Q 8 Issues in Media Planning decision making for JJB The greatest challenge for the media planner would be to select and evaluate the various media options available. Even though there would be a large number of choices however, the budget would be a limiting factor due to which the selected media options have to be downsized in way as to maximize the reach and frequency of contact with the target audience while curbing the costs. Another issue with making a choice of media is the proliferation challenge and fragmentation of the segments for example targeting youth is one segment of the market, however, choosing media for youngsters of age limit 16-36 interested in Rugby, is further segmentation of the market. i. Target audience media habits: the target market of JJB is young men and women who are into sports. The bets way to grab their attention is by heavy television advertising during the broadcasts of matches of public interest including the world Rugby league, the Cricket World Cup, the Football cup and other such events. ii. The product: the nature of the fitness clubs is such that print advertising in newspaper supplements and magazines would best suit it. Another good option would be to print advertisements on the sale –purchase of property pages since they have the spending power to invest in a club. iii. Message: the message to be carried in all advertisements aired during World Rubgy League 2008 would be “Coming soon, in Derry, Ireland” along with the JJB logo and corporate colour. Also it would include a little history where time allows like “serving our customer needs since 1971” iv. Cost: since television advertising is expensive in terms of cost per exposure a medium would be struck where by economizing on the costs by using print advertising side by side but in the matches having a close interest to Ireland, the television advertising frequency would be increased. For this purpose the TV channel selected can be Star Sports & ESPN. It would have to be further evaluated where both these channels broadcast in the regions Australia, Ireland and UK. The channel providing live coverage in all these regions at the least cost would be selected. The effectiveness of media, quantitatively, can be calculated in the increase in percentage of sales after the campaign as compared to before the campaign figures. The increase is due to the media campaign. Qualitatively, a survey can be conducted at the high school and university levels of the target regions i.e. Ireland and UK to see the level of awareness of the brand JJB. (423 words) The media planners at JJB would have the foremost consideration of maximizing the reach, frequency and impact of their marketing campaign. For this purpose, the various issues they might face while making their choice of appropriate media is: v. Target audience media habits: the target market of JJB is young men and women who are into sports. The bets way to grab their attention is by heavy television advertising during the broadcasts of matches of public interest including the world Rugby league, the Cricket World Cup, the Football cup and other such events. vi. The product: the nature of the fitness clubs is such that print advertising in newspaper supplements and magazines would best suit it. Another good option would be to print advertisements on the sale –purchase of property pages since they have the spending power to invest in a club. vii. Message: the message to be carried in all advertisements aired during World Rubgy League 2008 would be “Coming soon, in Derry, Ireland” along with the JJB logo and corporate colour. Also it would include a little history where time allows like “serving our customer needs since 1971” viii. Cost: since television advertising is expensive in terms of cost per exposure a medium would be struck where by economizing on the costs by using print advertising side by side but in the matches having a close interest to Ireland, the television advertising frequency would be increased. (236 words) References Marketing Management, Philips Kotler, International Edition The McKinsey Quarterly www.tutor2u.net Read More