Rfha 2014 media strategy jan ed
-
Upload
rotaryclubmorningside -
Category
Documents
-
view
142 -
download
2
description
Transcript of Rfha 2014 media strategy jan ed
![Page 1: Rfha 2014 media strategy jan ed](https://reader033.fdocuments.us/reader033/viewer/2022061214/5499e9f9b4795981588b46a9/html5/thumbnails/1.jpg)
2 – 4 April 2014
MEDIA AND COMMUNICATION STRATEGY 2014
![Page 2: Rfha 2014 media strategy jan ed](https://reader033.fdocuments.us/reader033/viewer/2022061214/5499e9f9b4795981588b46a9/html5/thumbnails/2.jpg)
Outline
• Objectives• Context• Target audiences• Approach• Messaging• Timing and phasing• PR Opportunities• Collateral• Next Steps
![Page 3: Rfha 2014 media strategy jan ed](https://reader033.fdocuments.us/reader033/viewer/2022061214/5499e9f9b4795981588b46a9/html5/thumbnails/3.jpg)
Objectives
• To create awareness of Rotary Family Health Days• To create a robust online and media presence for Rotary Family
Health Days• To mobilise communities to attend the 3-day RFHD’s• Promote an active healthy lifestyle for all South Africans
![Page 4: Rfha 2014 media strategy jan ed](https://reader033.fdocuments.us/reader033/viewer/2022061214/5499e9f9b4795981588b46a9/html5/thumbnails/4.jpg)
Objectives
AWARENESS
CALL TO ACTION
UNDERSTANDING
What’s happening when
and where
Why you should come along
Why it’s important
Date and placeServices offered
Sponsors
How you will benefitHow to participate
Past impactPotential impact
1.
2.
3.
![Page 5: Rfha 2014 media strategy jan ed](https://reader033.fdocuments.us/reader033/viewer/2022061214/5499e9f9b4795981588b46a9/html5/thumbnails/5.jpg)
Context
• RFHA coordinated a successful Rotary Family Health Day event in 2013
• The plan for 2014 is to consolidate these gains
![Page 6: Rfha 2014 media strategy jan ed](https://reader033.fdocuments.us/reader033/viewer/2022061214/5499e9f9b4795981588b46a9/html5/thumbnails/6.jpg)
What did we learn?
• We need a RFHA South Africa website/ blog to consolidate content and present it in a more appealing way
• International site does not use visuals and text optimally and is not integrated with social media
• Difficult to update• Important to pull relevant content from international site
![Page 7: Rfha 2014 media strategy jan ed](https://reader033.fdocuments.us/reader033/viewer/2022061214/5499e9f9b4795981588b46a9/html5/thumbnails/7.jpg)
Target Audiences
Indirect• Rotary
– Current members – Potential members
(especially younger members)
• Media and influencers• Sponsors• Government and other NGOs
Direct• Township residents• LSM 4-6• Families• School children• Community leaders
![Page 8: Rfha 2014 media strategy jan ed](https://reader033.fdocuments.us/reader033/viewer/2022061214/5499e9f9b4795981588b46a9/html5/thumbnails/8.jpg)
Approach: Recommendations
• Reuse existing artwork• Repeat what worked before• Focus on developing a user-friendly website • Identify well known celebrity/ambassadors to represent the event
and draw more appeal
![Page 9: Rfha 2014 media strategy jan ed](https://reader033.fdocuments.us/reader033/viewer/2022061214/5499e9f9b4795981588b46a9/html5/thumbnails/9.jpg)
Messaging
• Primary– Call to action: to mobilize the community to participate– Raise awareness – Educate
• Secondary– Promote partners and sponsors
• Other considerations – General family health vs. HIV/Aids testing– Clear messaging around what is being offered– Detail about who is bringing the service is more relevant to the media
and stakeholders – logos are fine on print, on radio the focus has to be on the benefit and call to action
![Page 10: Rfha 2014 media strategy jan ed](https://reader033.fdocuments.us/reader033/viewer/2022061214/5499e9f9b4795981588b46a9/html5/thumbnails/10.jpg)
Platforms
RFFA SA Website
Social Media (Facebook, Twitter,
You Tube)
OWNED
BOUGHT
Google Adwords
EARNED
PR
Blogger/ Influencer Outreach
Conversation
TVRadio
SMS (location finder)
PUBLIC SERVICE ANNOUNCEMENT
![Page 11: Rfha 2014 media strategy jan ed](https://reader033.fdocuments.us/reader033/viewer/2022061214/5499e9f9b4795981588b46a9/html5/thumbnails/11.jpg)
Platforms
TV
SABCETV
Caxton CitizenSunday TimesCommunity Newspapers (WC & EC)
SOCIAL
FacebookTwitterYou TubeMXIT
RADIO
SABC RadioYFMPrimedia
ONLINE
RFHA SA Website
![Page 12: Rfha 2014 media strategy jan ed](https://reader033.fdocuments.us/reader033/viewer/2022061214/5499e9f9b4795981588b46a9/html5/thumbnails/12.jpg)
All media
All media
All media
Content Pillars
RFHA NEWS
RFHA PEOPLE
RFHA ACTIVITIES
FAM
ILY H
EA
LTH
DAYS
New developments and media coverage
Stories about the people involved
Activities on the day
All mediaRFHA IMPACT Assessment of the day
![Page 13: Rfha 2014 media strategy jan ed](https://reader033.fdocuments.us/reader033/viewer/2022061214/5499e9f9b4795981588b46a9/html5/thumbnails/13.jpg)
Timing
Build up interest
OBJECTIVESPHASE
1. BUILD UP
TIMING
All MediaPR
2. EVENT
3. FOLLOW UP
Awareness at the time
Amplify impact build on for 2015
Social, TV & Radio
All Media PR
2 weeks after
During
4 weeks prior
ELEMENTS
![Page 14: Rfha 2014 media strategy jan ed](https://reader033.fdocuments.us/reader033/viewer/2022061214/5499e9f9b4795981588b46a9/html5/thumbnails/14.jpg)
PR Opportunities
• RFHA SA website – storytelling medium• Create news around the Spokespersons/Ambassadors
– Unsung heroes in the DOH– Marian’s story– Rotarians– Celebrities/ Ambassadors/ Key influencers
• Using the established social media platforms to generate interest, include many voices in the conversation, and issue calls to action.
![Page 15: Rfha 2014 media strategy jan ed](https://reader033.fdocuments.us/reader033/viewer/2022061214/5499e9f9b4795981588b46a9/html5/thumbnails/15.jpg)
Collateral
• RFHD Factsheet, Stats and Targets• KO Key Messages • Briefing template for interviews• Press Release – RFHD announcement• Press Release – DoH announcement• Crisis Comms Handbook – risk scenarios and holding statements• Briefing Book for spokespersons • Press Release – RFHD Launch• Press Release – RFHD Final Outcomes • Partner profiles
![Page 16: Rfha 2014 media strategy jan ed](https://reader033.fdocuments.us/reader033/viewer/2022061214/5499e9f9b4795981588b46a9/html5/thumbnails/16.jpg)
Next Steps
• Develop RFHA SA website • Media training• Develop updated artwork• Create and edit short video clips for online use• Coordinate with sponsors• Approach media with PR angles• Identify and liaise with selected ambassadors• Build social platforms and communities through newsletter direct
campaign