structon pr strategic response.pptx
TRANSCRIPT
PR STRATEGIC RESPONSE TO STRUCTON LIMITED’S
NEEDS
A PresentationBy
Document Purpose
Structon is a middle-tier construction organization that has handled projects cost effectively in Nigeria
The document proposes strategic PR plans that will create more awareness for Structon in order to raise levels of sales enquiries
Hence, our plan
PR Objectives
Create platforms for Structon to
directly meet its target audiences
for direct marketing in order to raise levels of sales enquiries
Increase website traffic and engage
with direct stakeholders
through social media
Enhance CEO’s profile through
thought leadership ideas
Specifically, our main objective is to:
Raise levels of sales enquiries through direct marketing to its key stakeholders
Target Audience
1. Construction Consultants
2. Regulatory Agencies
3. Construction/Structural Managers of blue chip companies
4. The Media
Strategic Approach
1. Create strategic platforms where Structon will engage its target audiences for direct marketing
2. Create plans that will achieve each of the objectives (see PR Objectives’ slide)
PR Thinking
Events- Corporate Event - Construction Fairs- Speaking Opportunities at Industry events
Social Media
Personality
Profiling
Our tactical approach for Structon will encompass:
Event Tactics
Venue
Event Look & Feel
The event will be a semi-formal corporate engagement where guests will be ushered into Barangular, the bar in the hotel, and they will be served cocktails.
Registration
Guests will gain access into the venue by dropping their complimentary cards. The complimentary cards will serve as a registration/data-capturing resource.
Program and Tour
After receiving their cocktails and having an opportunity to mingle, guests will be shown a video of all Structon’s construction achievements. Then they will be taken on a tour of Angle Villa with the CEO and structural engineer giving the guests a first-hand description of the workings that went into the successful construction of the hotel.
(Models of projects handled in the past to also be on display at the event)
List of Proposed Consultant Attendees KOA Consultants Limited Adeniyi Coker Consultant Limited HMO Baywood Continental Limited (Bcl) City Contracting & Management Limited Costain (West Africa) Plc Adeoye Bakare Partners Limited (Abpl) Cappa & D'alberto Plc Casaka Nigeria Company Limited Eco-Building Systems Nigeria Limited G.Cappa Plc Helicon Nigeria Limited Highness Group Plc Kon-X Africa Lekki Essential Services Nigeria Limited Mayssa Limited Nigerite Limited Space Web Consulting Limited Uniscope Services Limited Grids Associates Limited Courtney Michael Partnership Nigeria Limited PHOENIX INVESTMENT LTD Adbaaf Nigeria Limited Ad-Fabak Holdings Limited Advanced Coating Technology Nigeria Limited Anombem Mokwunye, Twigg Brown & Partners Ark Nature Consulting Asi Building Systems Limited
NB: Agency can also work with client list
>>> Events
Construction Fairs: Structon to attend construction fairs in and out of the country. Media Interviews and News Stories to be published in relevant media for Structon on activities and experiences at the fairs. Messages (From Structon’s attendance to the fair) that would
attract clients to Structon will be generated and published in the media
>>> Events
Speaking Opportunities at Industry Events: Agency to provide speaking opportunities for client to show Structon’s
abilities and expertise Relevant traditional and social media platforms to be used to create
awareness about client participation at such opportunities in order to reach a wider audience
Social Media Drivefor
Social Media Footprints
YouTube• No videos• No subscribers• Dormant
LinkedIn• 2461 followers
(mostly Job seekers)• Last updated 6
months ago• Dormant
Facebook• 131 likes• Last updated in 2014• Dormant
Twitter• 41 tweets, 41
followers, 61 following
• Last updated in 2014• Dormant
*Data as at 20/4/15
Social Media Platforms
Website
YouTube
Strategic Approach
Drive Website traffic & Direct
marketing
Constant conversation & engagement
Online Ads
Online Business directory listings
Quarterly Twitter chats
Company Blog
Images/Videos
• Create a weekly conversation calendar to improve conversations and engagement on all platforms
• Content should strategically sell the services of Structon
• Posts with the most reach and engagement are most likely to be boosted
• Calendar encompasses all to be shared on Structon’s platforms
• Facebook Ads
• Twitter Ads• LinkedIn Ads• Google Ads
• Create a company blog
• Frequent/relevant blog posts to be shared across all platforms
• Share images and videos about Structon’s expertise and offerings
• Timeline videos of construction and engineering works, etc.
• Register Structon in online Business Directory listings in Nigeria
• Sell Structon’s services through a 3rd party
• Use links via social media platforms to drive traffic
• Twitter influencing• Create an online
marketing Twitter list
• Quarterly Live Twitter chat with Mr. Okereke
• Exclusive Mara Mentorship Twitter chat
Hashtags/Initiatives for Structon Nigeria
#WHYCHOOSESTRUCTON To be used to sell the expertise
and offering of Structon Limited across all Social Media platforms
Hashtag to be promoted on Twitter to increase visibility and reach to target audience
#STRUCTONLIMITEDNG
To be used on generic posts by Structon Limited
Helps to increase SEO on all engaged Social Media platforms
To be regarded as an online signature or sign-off
To be promoted on Facebook and Twitter platforms
Personality & Corporate Profiling
This is when a reporter/journalist writes an article on an interview he/she has with a personality. In this case, the journalist will be interviewing the CEO of Structon Limited, Mr. Kareem Okereke. With this approach, over time, people will get to know the CEO and he will gradually establish himself as a thought leader in the construction industry.
We propose that an interview be carried out in top tier national publications that our targets reads. Ex. Guardian (et.al) under their Property and Homes section.
*Also for sustainability and social awareness, Cutler proposes a mentoring program where youths who are interested in structural engineering and building would be mentored and encouraged to follow their dreams.
Cost Estimate
Event for 25 people (total package including media awareness – at least 10 media mentions)
Awareness and messaging for construction fairs (5 media mentions) Awareness for speaking opportunities at seminars and construction
consultants association events (5 media mentions) Social Media (monthly fee) Personality & Corporate Profiling (5 Interviews)
The total budget estimate for the above activities: N2,732,419.15 *Budget for social media is on a monthly basis *Costing for venue and food at Angle Villa was excluded *Costing for 25 media mentions for all proposed activities
NB- Please note that the social media monthly fee excludes third-party cost.- Agency fee is 15% of all third-party cost.
