Prepared by Red Door Communications June 2014 Optrafair 2015 PR Proposal Presentation to Optician Magazine and the Federation of Manufacturing Opticians (FMO)
Prepared by Red Door Communications June 2014 Optrafair 2015 PR Proposal Presentation to Optician Magazine and the Federation of Manufacturing Opticians.
Apr 02, 2015
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Prepared by Red Door Communications June 2014
Optrafair 2015 PR ProposalPresentation to Optician Magazine and
the Federation of Manufacturing Opticians (FMO)
PRESENTATION OVERVIEW
• Introduction to Red Door Communications• Background and Brief• Considerations and Implications• Insights • PR Approach• Programme Recommendation • Timeline• Budget
YOUR TEAM
Julia Harries, Co-Founder and Head of Consumer Health
Vicky Lygoe, Account Director
Grace Zhao, Account Manager
Our Team’s Relevant Experience
In Eye Health In Publishing In Event Promotion
BACKGROUND & PR OBJECTIVE
Background• Optrafair London launched this year at Olympia National, complementing the already
established Optrafair Birmingham which has run every other year since the early 1980s• The next Optrafair runs in Birmingham in April 2015• A new competitor event, 100% Optical launched this February with strong marketing
support and will be in direct competition with Optrafair 2015
PR Objective• Raise profile of Optrafair to multiple audiences
– Generate publicity for exhibitors and brands– Create a buzz
• Position Optrafair as a one-stop-shop for all things optical • Position Optrafair as a brand
What do we know about Optrafair – SWOT Analysis
• Largest UK exhibition and educational conference
• Established heritage • FMO and Optician provide gravitas• Awards Ceremony• Annual Event in two key regions
Strengths• Dated perception• Lack of innovation year on year – particularly
fashion/frames• Venue • Annual event in two key regions – Optrafair not
viewed as brand• Short timeframe to change audience behaviour
and mindset
Weaknesses
• Chance to rebrand/reinvent• Create traction with desired/new target
audiences• Provide added incentive to exhibitors via
editorial content in Optician magazine
Opportunities
• 100percentoptical activity one month prior to Optrafair 2015, in a more desirable venue/location plus attractive exhibitor packages
• 100percentoptical currently have strong media partnerships
• Target audience feedback on Optrafair
Threats
What do attendees look for?“In a conference I look for varied
topics, interesting speakers and new, innovation. I want to have fun too. Most importantly though, I want the opportunity to network and discuss
new concepts with my peers.” Optometrist Shelly Bansal
“As well as the obvious value for money, I look for vibrance, energy,
excitement and real opportunities to connect with customers. Constant
evolution of ideas is key.” Brand Manager, CLs
The Delegate
The Exhibitor
What do attendees look for?
Exhibitors Delegates
Ask the ExpertEducation &Training Networking
Key Considerations – What Shaped Our Thinking
• Brand heritage, values and proposition– The first and still the best
• Competitor activity and points of differentiation– What can I only get at Optrafair?
• What’s hot, what’s not…– Future trends– Zeitgeists and gurus
• Engaging content, increased connectivity– Co-creation, social and digital platforms
Two Routes
• Transformational Route– Content overhaul– Challenges convention and
expectation– Pushes boundaries– High risk, high cost and high
gain
• Evolutionary Route– Content enhancing– Continuous visibility– Brings delegates and
exhibitors along the journey– Lower risk but highly effective
TAKING AN EVOLUTIONARY PR APPROACH
Stop Optrafair becoming a thing of the past… by making it a portal into the
future…
PR Support Programme Overview
Step 1: Marketing Alignment Meeting
Step 2: Populate & Finesse Plan
Step 3: Plan Implementation
• Facilitate marketing meeting to align on 2015 plan
• Objectives• Review of 2014
feedback• Brainstorm innovative
marketing initiatives that will transform Optrafair 2015
• Considering marketing initiatives and innovation ideas for 2015, develop a solid and detailed communications plan for all audiences
• Commence communication plan
Communications Plan Initial Thoughts
Exhibitors Delegates
• What’s New in 2015• Key Success Stories from 2014 –
Business Impact Testimonials• Delegate Testimonials • Fashion Forward – Opinion Leader Piece
on future of frame fashion• Offer Profile Pieces to each new
Exhibitor • Back to the future – building on
Optrafair’s heritage to shape the future
• Exhibitor profiles• Education and training programme
update• Keynote speaker features• Show offers• Previous delegate success
testimonials
Keynote speaker suggestions
• Mary Portas
• Gok Wan
• Martin Raymond (futurologist)
• Paul Bennett (designer, creative director IDEO)
How do we communicate?
Optrafair 2015
Communication TimelineCommunication Channel
June – Aug Sept – Dec Jan – Mar Apr – May
Social Media What do you want to see at Optrafair 2015?All editorial features listed below promoted via Twitter
New ExhibitorsSpotlight FeaturesBusiness Impact
Keynote Speaker FeatureShow OffersExhibitor Profiling
Optrafair Build Up & 2015 ReviewSuccess Stories
Editorial hook generation (Optician print and Online)
New Exhibitor FeaturesBack to the Future FeatureKey Success Stories from 2014 Fashion Forward – Opinion Leader Piece on future of frame fashion
What’s New in 2015Business Impact TestimonialsNew Exhibitor Features
Exhibitor ReviewsKeynote Speaker FeatureSpotlight: CET
Build Up Show Overview/Success Stories/TestimonialsDigital Showreel*
DM/Newsletters Key Success Stories from 2014 Fashion Forward – Opinion Leader Piece on future of frame fashion
What’s New in 2015Business Impact TestimonialsSpotlight: Focus on Technology
CET Review Spotlight: Focus on Contact Lenses
Thank You/Success in Numbers
Exhibitor Engagement Back to the Future/What’s New in 2015Exhibitor Pack/ Digital Showreel*
Exhibitor Face to Face
Press Office Exhibitor ReviewsBack to the FutureSuccess in Numbers
Keynote Speaker Review Back to the FutureWhat’s New in 2015
Show Review
Project Management
• Ongoing management of:– PR List – Press Enquiries– Exhibitor Enquiries
Timeline
Step 1: Marketing Alignment Meeting
Step 2: Populate and Finesse Plan
Step 3: Plan Implementation
June July Aug - May
We are part of Creston Health: Creating the right formula for our clients’ success
Our USPs stem from our founding ethos of senior consulting
● We are a future-thinking consultancy dedicated to optimising communications between organisations with a health-related brand, service or message and their audiences
● Our diverse team deliver multi-channel solutions, built on insight and a proven track record
● With a track record of innovating, we have stayed ahead of the curve by listening to clients’ needs and finding solutions
● Holders of Investors in People Gold Standard (top 3% of recognised companies)
● Associate member of the ABPI
● Ranked 4th in the PR Week Healthcare League Tables
● Founding member of the Healthcare Communications Association
● Part of The Health Collective Network and the Creston group of marketing services companies
RDC is a specialist consultancy dedicated to developing and managing health communications programmes that generate real change
Our Current Portfolio of Clients
Don’t take our word for it, here is some feedback from a variety of stakeholders
I have worked for the last two years with RDC and I have had nothing but success with
their innovative ideas and approach to communications. As a client I expect a
hundred per cent delivery and commitment on my projects and I get a hundred twenty
per cent from the agency. RDC are phenomenal and they are pioneering in their
attitude to delivering diverse projects.
Suzie Collett Communications Manager, MSD
RDC has been working with the World Hepatitis Alliance to support our key global event, World Hepatitis Day, for nearly two years. The RDC team has
been absolutely central to our recent success by helping us to develop and create engaging initiatives that have
seen the levels of involvement by our member organisations increase year
on year – a true marker of our effectiveness and relevance globally.
Charles Gore President, World Hepatitis Alliance
RDC are a joy to work with. They are professional, forward
thinking and know how to communicate effectively to the
whole spectrum of NHS audiences.
Tim Jones, Pharmaceutical Advisor
Very good health agency. Experienced staff who don’t pitch rubbish and know their stuff, and are candid over what they are promoting. They know what they are talking about when they pitch an idea.
PR Week Survey, Most Rated Agencies by Journalists
(RDC was most highly rated)
We build bespoke communications programmes, based on a forensic analysis of our clients’ challenges
• Comms strategy• Corporate identify &
branding• Values & philosophy
development• Stakeholder mapping
and development
• Media & message training
• Crisis protocol development & training
• Issues management• Reputation management
• Multi-channel• Media• Digital• Medical education• Consumer engagement
• Staff communications• Change management• SOP development• Corporate social
responsibility
Strategy & planning Issues preparedness
External commsInternal comms
Red Door Communications for the World Hepatitis Alliance
‘See no evil, hear no evil, speak no evil’,
provided a global call to action for all 171
patient group members to unite and recognise
World Hepatitis Day
‘Stand out from the crowd’ PR campaign
Posters
681 monkeys Film
Watch the video here!
PEOPLE WORLDWIDE COMPLETED A GUINNESS WORLD RECORD
4.13m
SMS MESSAGES DISTRIBUTED OVER 2012/13 COMMUNICATING VITAL HEALTH MESSAGES TO AREAS OF HIGHEST NEED
13.4mA TWITTER CAMPAIGN REACHING
45COUNTRIES ENGAGED IN THE
TRAVELLING MONKEY CAMPAIGN
1,146,255 YOUTUBE VIDEO VIEWS
5mPAGE VIEWS TO BESPOKE
CAMPAIGN MICROSITE25,003
VISITS TO WORLD HEPATITIS ALIANCE WEBSITE FROM YOUTUBE VIDEO
>368mVIA COVERAGE ON GLOBAL / AFRICAN
RADIO CHANNELS
26,204
The results smashed all previous campaigns
Objective: Educate and change the behaviour of consumers to reduce unnecessary visits to GP practices and A&E for minor cold and flu symptoms and encourage the public to self-treat symptoms with support from their pharmacyStrategy: Launch a public health campaign which key stakeholders could unite behind to educate the public on normal duration of colds and flu and provide self-treatment advice Outcomes: • 78 items of consumer coverage. Editorial OTS over 400 million • Over 300 social media mentions reaching over 500,000 • Endorsement from NHS, RCGP, DH and NHS England• Campaign logo featured in over 18 print & TV ads for winter
health medicines • 29% of the population reported awareness of the campaign
which shifted behaviour in nearly half of these, who said they now knew when to seek a GP's advice with cold and flu symptoms
• Voted Best PR Campaign for a Non-Medicine at the OTC Marketing Awards , awarded a Special Commendation at the SMART Awards, GOLD SABRE Award winner, x3 Communique campaign nominations
Red Door Communications for the PAGB
Red Door Communications for the Pfizer
‘Let’s Talk about GAD’ created a pharmaceutical
industry first using augmented reflection
technology to generate empathy and understanding
Standing out from the crowd in Generalised Anxiety Disorder (GAD)
Campaign materials
Live eventDigital leverage
Watch the video here!
The YouTube asset served as a central resource to cascade information to the media
• The impact of life with GAD was depicted in visual form based on the insights of over 100 people living with GAD.
• Creation of #TalkGAD: 11,627
• More than 11,500 YouTube hits
• Tweets from journalists, patients, healthcare professionals, and celebrities
#TALKGAD TWEET REACH
>9,000
STUDENTS EXPOSED TO AUGMENTED REFLECTION TECHNOLOGY AT LIVE EVENT
>2,000LEAFLETS & CARDS DISTRIBUTED
460 POTENTIAL GAD PATIENTS
IDENTIFIED ONSITE
>11,500YOUTUBE HITS
1,906%ABOVE MEDIA TARGET>286m
MEDIA COVERAGE REACH
11,269
The results exceeded all targets and expectations
Red Door Communications for Astellas Pharma Ltd
From making public toilets free to creating inspiring
gardens`A Matter of Urgency’
continually innovates and engages to raise awareness
of OAB
Increasing public awareness and understanding in OAB
Hampton Court Flower Show
‘Free to Pee’ events
Media
A microsite served as a ‘hub’ for information on OAB
• 9,716 unique visitors• 22,580 page views • 2,137 downloads of the patient information
leaflet• Average time on site was 2 minutes 13 seconds • Traffic came via:
– www.amatterofurgency.co.uk URL - 41.7% – Campaign name - 34.45% of traffic reached
the site through entering the campaign name into a search engine
– Referral sites - 23.85%
Results were measured through market research and IMS data
Outputs Outcomes Positive Environment
In 18 months 365,050 new patients received
treatment for OAB, representing a market
growth of 6.8%
● Overviewo Type 2 diabetes is often in the news and finding something new to say to media and clinical audiences is a
challengeo Working with the Global KEE, Professor Tony Barnett, DJM produced a digital infographic to re-engage key
audiences in the area of T2D, through the use of new technologies – and an expert performance by Tony!
Re-engaging clinicians with a familiar topic, through an engaging medium
Login details for asset available on request
● Overviewo Working with ViiV Healthcare, RDC and DJM have produced a series of videos to support the local market
launch of Dolutegravir across Europe. The videos have also been used with great success in internal training sessions
o Working with KEEs across Europe, the team has been able to transcreate the initial proposal for use with the main European markets, with videos which are in their local language and involve local opinion leaders
‘Explaining the science’ for a healthcare audience
Login details for asset available on request
JULIA HARRIES
A co-founder of Red Door Communications with a 19 year track record in health communications, Julia is recognised for her strong strategic thinking, market insights and creative flair. Julia leads Red Door’s Consumer Health division.
Director & Head of Consumer Health
Julia’s communications career has seen her lead and implement award winning and step changing campaigns and programmes for a diverse range of clients in the consumer, pharmaceutical and charitable sectors. Brands and client experience include: BMI Healthcare, CB12, GSK, Ella’s Kitchen, Johnson&Johnson, the PAGB, Procter & Gamble, Specsavers, AstraZeneca, Bayer , Lilly, and Novartis.
Within Red Door, part of Julia’s remit is working closely with sister agencies in the Creston Group gleaning and sharing relevant insights across a broad range of marketing disciplines and market sectors including digital communications and social media, direct and experiential marketing and consumer insight.
VICKY LYGOEAccount DirectorVicky has over 10 years of PR experience specialising in the health and consumer health arena. She has worked on a wealth of DTC, Rx, OTC and pharmacy campaigns across a diverse range of health fields, tailored to a host of different audiences.
Vicky has extensive experience of planning and implementing both consumer education and direct to healthcare professional campaigns for big name brands including product launches, POM to P switches and professional education pieces.
Vicky rejoins Red Door Communications following a two and a half year stint as a contractor to one of her previous clients, Johnson & Johnson Medical Ltd, followed by an Account Director position at Edelman to continue the PR programme leadership from agency side.
Whilst at Johnson & Johnson Vicky was responsible for managing professional marketing and communications strategies for the ACUVUE contact lenses brand across advertising, digital and PR and helped lead the company’s professional conference and events programmes.
Vicky has worked with a bank of high profile KOLs within the dentistry, pharmacy, GP, nursing and optometry fields, having hosted roundtables, speakers events, conferences and advisory boards for UK and international clients.
Her health experience spans a wide range of clients including Flora Pro-Activ, Ella’s Kitchen baby food, LighterLife Weight Loss programme, Linicin Head Lice Shampoo, Pronamel & Sensodyne, Roche’s CoaguChek blood monitors, Optrex and E45 Skin Care.
Vicky has worked across many large medical companies, starting her career in Pharmaceutical working on both UK and International/global accounts for MSD, Pfizer, GSK, Lundbeck, Roche, Novartis, Boots Healthcare International and Janssen-Cilag.
Prepared by Red Door Communications June 2014
Optrafair 2015 PR ProposalPresentation to Optician Magazine and the Federation of
Manufacturing Opticians (FMO)
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