Salve annual PR report 2015 for NowWeMove and ISCA

Annual Report

PR activities performed for ISCA - 2015

Salve PR Agency

Salve PR Agencywww.salve.bg

Content

Main objectives Scope of Work Facts & Figures Ongoing support to ISCA Marketing Team PR support to ISCA projects - overview Other activities


Main objectives of the PR services

To provide NWM National coordinators from different countries with general PR information, guidelines, texts, tools to be adapted locally in regards to NWM campaign and its sub-projects

To support the awareness on NWM campaign and ISCA of institutions, international media in Europe, sponsors

To build opportunity for sharing ideas, good practices between our teams (Salve, ISCA, NWM National Coordinators)

To work in one voice with Creative, Digital and other ISCA departments

To support ISCA’ s vision to get 100 million more Europeans active in sport and physical activity by 2020

Scope of work


Main activities


Facts and figures The total volume of mentions in media: 3 522

Of which 1726 are traditional and online articles* (A DataPro media monitoring agency) 1 796 in soial media A DataPro media monitoring agency

44 PR documents developed for NCs, for different NowWeMove campaigns 16 Press releases distributed to international media 2 Trainings delivered – to National coordiators, to ISCA management

TOTAL REACH: OVER 90 MILLION PEOPLE (approximate number based on the monitoring)


* Source: A Data Pro - Media Report 2015

Development of basic documents and plans

Annual PR Plan Development

Based in ISCA initial plan of activities

Support in spotting the best communication opportunities

Development and update of quarterly PR plans

Development of basic PR documents

Key messages

Speakers’ biographies

Press release templates

ISCA and NWM backgrounders

Events checklists

Selection of photos

Development and update of international media database with over 650 contacts

Used for promotion of ISCA activities at pan-European level

Research for media partnership with international media

Monthly reports delivery


On-going support to marketing

team

On-going support to NCs

Responding to specific inquiries and requests for information and

support for the overall NWM campaign and for specific projects

Delivery of specific information and presentations, invitation letters, third parties

involvement letters, campaign summaries, etc.

Development of PR packs and template documents for each project

including press release, backgrounder, Q&As, distribution

guidelines/timetables



team

Ad-hoc support to marketing team

Development of concepts, ideas drafting and communication concepts for the

following activities and projects:

ISCA Anniversary

ISCA Awards

European Panna Tour

No Elevators Day

Vatican Activity Plan and preparing an official ISCA letter to Vatican

MOVE Week

MOVE Agents Call

MOVE Congress


team

Ad-hoc support to marketing team

Development of communication concepts for NWM projects:

European cross-border biking tour - NowWeBike

Partnership with World Heart Organization and MOVE Week

Notes to Sport Village concept

Developing and reviewing texts

European Excellence awards – MOVE Week Shortlisting - Writing proposal to Laska on

on-stage words and approach to the audience in case of winning.

MOVEment Pills – review and proposal for accomplishing letter


team

Delivered trainings

PR training for National coordinators

NCs meeting in Sofia, Bulgaria – 6-7 March 2015

Introduction to the basic PR principles

Interactive sessions for generating of key messages and

development of media-specific approach to campaigns and

initiatives

Presentation of the basic PR documents templates

Creative thinking training to ISCA office staff

ISCA office seminar – 23-25 June 2015, Denmark

Training “Six Thinking Hats”



team

Other activities

Account work

Developing a dedicated team of 5 people - 3 PR managers, 1 financial manager and 1 PR assistant

Making annual plan and monthly plans

Developing monthly reports on the work that Salve has done

Developing memos after each meeting or skype conference

Skype meeting, phone calls

Answering to the inquiries and mails of national coordinators

Crisis communication - Communication of MOVE Week date's change

Writing definition of relations between MOVE Week and EWoS

Writing proposal for an approach to the crisis PR

Developing a letter to national coordinators addressing MOVE Week dates change and NWM 2016 activities

Developing PR template for national coordinators for announcing the new MOVE Week dates and NWM 2016

highlights



team

Monitoring and analysis

Support in media monitoring agency selection and current work

Development of brief and facilitation of selecting procedure

Selected agency briefing and tasks update, development of key words list

Account work with the chosen agency A Data Pro - meetings and discussions (7 in

number)

Collecting and working on the monitoring reports from national coordinators

Selecting links from national coordinators and organizing them in a folder, tables and

files

Defining key words list for media monitoring

Discussing key words, methodology, approach with the selected agency



team

1. European Panna Tour

Period: March – May

Key dates: 22 May – 2 June

Copenhagen/Denmark, Ljubljana/Slovenia, Zagreb/Croatia,

Skopje/FYROM, Thessaloniki/Greece, Plovdiv/Bulgaria,

Pitesti/Romania, Budapest/Hungary

Initial discussion on communication approach and development

of communication plan

Development of PR guidelines for the NCs and initial press pack

with 9 PR documents shared with NCs; press pack updates;

Distribution of press release to international media


PR support to projects

1. European Panna Tour - results

8 events, 320 participants, 2230 spectators, 19 local partners, 27 volunteers

68 publications in media (31 materials in traditional/online media; 37 in social media)




2. No Elevators Day /1/

Period: February – July

Event date: 5 June 2015

NED concept development and discussion with ISCA

Communication plan elaboration

Development of key messages, detailed press pack for NCs including press

release, Q&As, guidelines how to involve partners, backgrounder

Updated before and after the event

Selection of photos received from NCs

Distribution of press release to international and national media in

participating countries

21 May, 2 June, 8 June

Support in inviting Opinion leaders

Drafting letters to EC Vice President Georgieva, sending invitations to the heads of the

EUP parties

Support in social media posts drafting



2. No Elevators Day – results achieved:

21 countries, 60 cities, 80 registered events, 1420

participants

362 publications in traditional/online and social media

(188 materials in traditional/online media; 174 in social

media)

95 twitter postings were made on 5 June using various

hashtags related to No Elevators Day and NowWeMove

campaign including posts by EU MP’s and by the

European Commission Vice President Kristalina

Georgieva

The media reaction were highly positive and the

messages of the campaign have been properly

communicated




3. Stunt event at the European Parliament

Period: March - June

Event date: 2-3 June

Internal discussions of initial stunt

event concepts

Support in involving MEPs for video

interviews

Key messages to promote No

Elevators Day



4. Inactivity Time Bomb

Period: February – June

Key dates: 21 April – roundtable discussion; 17 June 2015 –

Café Crossfire Debate in Brussels

Participation in discussions on project’s concept and

implementation, draft documents and communication plan

development, infographics, etc.

Support to amplification toolkit regarding NCs and local

promotion f research results

Update of press release to be used by the NCs outside the 6

key markets

Distribution of press release to international media

Coordination of sending the narrative of the infographics to

the NCs



4. Inactivity Time Bomb – results achieved:



249 materials registered* 237 in traditional/online media 12 in social media


5. Now We Bike – Cross-Border Cycling Tour

Period: June - September

Key dates: Start – 24 July /Mugla, Turkey/ - Finish – 7 September /Brussels,

Belgium/; 12 countries, 23 side events.

Development of communication plan

Collecting information and development of detailed PR toolkit distributed to

each participating country

Distribution of launch press release to international media

Development of concept for closing event - Village of Sport

On site support at the closing event – taking photos, taking care of the stand,

flyers, opening of event, coordination with organisers, editing of texts and

materials, final press release.

Contacts with Brussels based media

Distribution of after event press release to international media



5. Now We Bike – Cross-Border Cycling Tour - results

938 materials in

traditional/online and

social media 591 in traditional/online media

347 in social media




6. MOVE Week 2015

Period: February – October

Key dates: 7-30 September

Development of communication concept and press release for MOVE Agents

Call

Initial development of communication approach, key messages and

relationships with third parties (EWoS, Vatican City invitation)

Development of separate press release for Flash MOVE

Development of MW press packs for international and local media (5 PR

documenta sent to NCs)

Distribution of press releases to international media – before MW, before

FlashMOVE, after FlashMOVE, World Heart Day support, after MW – wrap

up press release



6. MOVE Week 2015

MOVE Week sub-project: Call for MOVE agents – development and distribution of press release, incl. template press

release to NCs

FlashMOVE – development and distribution of initial (11/09) and of after-event (16/09) press

releases, gathering information from NCs

World Heart Day - development of concept for cooperation, development of joint

statement/press release; Distribution of press release (28/09);

MOVE Week 2015 – development of initial press packs – for international media and for NCs;

distribution of initial press release (2/09) and after-event (19/10) press release and MW

highlights to international media

MOVE Week 2016 - Development of draft template press release to announce the change in the

dates of MW 2016 for the NCs, December 2015



6. MOVE Week 2015 - results

38 participating countries, 1794 cities, 23 437

volunteers, 7 125 events reported, 1 804 930

physically active people, number of participating

cities in Europe doubled in 2015

2424 materials in traditional/online media – 1357

in traditional/online media, 1067 in social media

113 materials on FlashMOVE – 101 in traditional/online

media, 12 in social media

46 materials dedicated to MOVE agents recruitment – 40

in traditional/online media, 6 in social media




MOVE Week 2014 vs 2015 – 383,29 % growth of the publications (377 vs 1445)


MOVE Week 2014 vs 2015


7. MOVE Congress

Period: October – December

Key dates: 5-7 November

Development of concept for Thank-you ceremony, detailed

script and text

Proposal for media relations approach

On-site support to Comms team

Development of texts and overview materials for MOVE

Congress sessions

Development of follow-up press release and distribution to

international media (4/12)

Results:

12 materials in media – 5 of them in traditional/online media



Annual overview№ Project / Activity Month

1. Setting up PR guidelines and basic dociments and on-going support to ISCA team Jan Feb Mar Apr May June July Aug Sep Oct Nov Dec

ADevelopment of main annual PR Plan and support to ISCa team V V V V V V V V V V V V

BISCA Office seminar - June - Creative thinking training V V V

CInitial pack of NWM PR documents development V V V

DSetting up media relations approach and tools, database updates V V V V V

E Media monitoring agency selection process V V V V V V V V V2 Support to National Coordinators Jan Feb Mar Apr May June July Aug Sep Oct Nov Dec

2.1. NCs conference in Sofia: PR Training for NCs V v

2.2.Update and distribution of main templates and PR documents to NCs, press packs and PR Tools V V V V V V

3 No Elevators Day - 5 June Jan Feb Mar Apr May June July Aug Sep Oct Nov Dec

3.1.

Preparation and development of plans, PR toolkits, media relations and coordination with NCs V V V V V

4 EUP Stunt Event Jan Feb Mar Apr May June July Aug Sep Oct Nov Dec

4.1.

Support to development of the stunt at the European Parliament - video interviews with MEPs; Short tips to interviewees how to promote NED to MEPs; V V

5. Inactivity Time Bomb research launch Jan Feb Mar Apr May June July Aug Sep Oct Nov Dec

5.1.Support in preparation process - concept, messages, PR toolkits V V V V V

5.2.Support in promotion of Inactivity Time Bomb research V

№ Project / Activity Month 6. European Panna Tour Jan Feb Mar Apr May June July Aug Sep Oct Nov Dec

6.1.Project preparation, PR toolkit development, press pack distribution V V V

6.2. Press release distribtuion V V

7. Now We Bike - Cross-border cycling tour Jan Feb Mar Apr May June July Aug Sep Oct Nov Dec

7.1.Preparation activities - concept development, PR toolkit V V

7.2.Distribution of press releases to promote the events V

7.3.Closing event - preparation, organisaiton and promotion among media V V

8. Move week Jan Feb Mar Apr May June July Aug Sep Oct Nov Dec8.1. Initial concepts discussion V

8.2.Development of key messages and initial PR texts V V

8.3.Development of pres packs, distribution of press releases V V V

8.4. Support in promotion of Flash MOVE V V 8.5. Cooperation of MW with World Heard Day V

8.6.

Development of draft template press release to announce the change in the dates of MW 2016 for the NCs V

9. Move congress Jan Feb Mar Apr May June July Aug Sep Oct Nov Dec9.1. Preparation of Thank-you ceremony V

9.2.Support to Comms team and writing after event highlights V V

9.3.Development of follow up press release and distribution to Euro media V V

THANK YOU!


Salve annual PR report 2015 for NowWeMove and ISCA

Presentations & Public Speaking

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