PR and Brand Communications InitiativesBy: Priyanka Singh
Aksh Optifibre Ltd
To position icontrol IPTV services brand as Leader
Leverage on the partnership and brand image of MTNL and BSNL to promote icontrol IPTV services Brand strategy to capture rural and urban audience Invited Telecom Secretary of India, and other senior officials BSNL
Chairman, to unveil the services
Exclusive One-on-One/ Telephonic interactions with publication from Mainlines/ Financials /Wires/ Vernaculars/ scheduled prior to issuing the press release
Invited leading Journalist for product demo, Organized One-on-One media interviews by company’s spokespersons, provide them with media kit and literature, Organized press conferences( Backdrop, Preparing media Invitation and Media Kit, Press notes)
Participation in Industry Trend based stories on Telecom scenario Assist in building critical relationships amongst central, state governments
and local bodies ,policy makers, regulators and trade bodies
Establish icontrol brand, connected rural and urban India with global content on icontrol IPTV services. Achieved 30,000 customer base in 6 months
icontrol IPTV- PR Strategy
Objectives
Strategy
Approach
Key Success
IT and Telecom Secretary of India, Siddhartha Behura and BSNL Chairman, Kuldeep Goyal to unveil the services
icontrol IPTV- PR Strategy
PRESS NOTE IN LOCAL AND NATIO
NAL PRINT MEDIA
Strategic PR management through international marketing alliances
Issued the Press Release to local and international media“Aksh partners with Sony Pictures Television International for Hollywood content on icontrol (Aksh’s IPTV Service) “
Draft, localize and disseminate Press Release Prepare FAQs/ Briefing Document for AKSH and Sony Pictures
spokespersons Follow up with the media Initiating corporate/ trend/ feature stories
PR concern: Able to salvage the situation successfully despite the fact news was already uploaded on BSE website in September ’08 leading to disinterest of major publication to the press release
Strategic Alliance
Objectives
Strategy
Approach
Key Success
News Papers Ads in different Publications
Bus Back Panels
Western Railway- Mumbai
Hoarding
Handle Bar Branding inside trains
Panel Branding inside trains
Outdoor Publicity
Develop “icontrol” marketing collaterals
Canopy for road shows and events
Danglers
icontrol PenT-shirtCap
Leaflets
Docket Folders
Invitation
Develop “icontrol” marketing collaterals
Backdrop panelLead Generation form
Template for customer communication Product Leaflet
Ad. layouts
Pointer uploaded for Hindustan Times newspapers, sports page:icontrol and Pigeon
Electronic Programming Guide
Electronic programming guide manual for icontrol IPTV users
Delivered speech on Aksh IPTV solution offering in FTTH Council APAC “Seminar on FTTH Evolution and Practices” in APAC 10th December 2008 New Delhi
Participated in International Seminar
Distributed AKSH green color docket folders to the participants
http://ci02.keyvision.net/programs/module4.file_view?xfile=10380947
Participated in HT Leadership Summit 2008 for Brand Building
Interacting with Mrs.Cherie Blair Mr. Tony Blair
Visibility in the media: Status as a Summit Partner in all the Summit
promotional advertisements icontrol IPTV presence as a Summit Partner in all
the Summit promo spots on Radio (Fever 104 FM)Visibility in and around Venue: icontrol IPTV Logo presence on Hoarding erected
outside the Taj Palace Hotel icontrol IPTV Logo presence on the Summit
branded panels in & around the conference hall icontrol IPTV Logo presence on Main Conference
Backdrop inside the conference hall icontrol IPTV Logo presence on the branded
panels in the press conference hall Exhibit Space inside the networking lunch venue
with signage space Visibility on Conference Website: icontrol IPTV Logo + Corporate Profile on
Conference Website at HT.Com Click through facility to partner’s designated
corporate website
Conference Brochure: Prominent Position as Summit Partner in the
Conference Brochure A 4-Color half page advertisement in the
conference booklet A 200 word corporate profile in the conference
programPost Conference Presentation Corporate Profile in the post-conference
Leadership Summit Icontrol IPTV docket folder to be distributed to all
speakers and delegatesSpecial Invites: 16 (4 – Conference and 4 – Gala Dinner)Corporate A/V: Icontrol IPTV Corporate A/V to be played during
the conference (60 seconds)Additional Benefits: 6 X 6 area has been allocated for icontrol demo. Brochure/ leaflet in the delegate kit.
Participated in HT Leadership Summit 2008 for Brand Building
Participated in 2008 IPTV World Forum in Singapore
•
• icontrol IPTV branding on Booth for IPTV forum Singapore Exhibition space (6 x 2m)• Design and development icontrol advertisement for Centre fold full page full color advertisement for the delegate catalogue• High level logo exposure on the main page of the Website and 200 word corporate profile displayed on the event website
Participated in 2008 IPTV World Forum inSingapore
Events and Sponsorships: icontrol & Pigeon
Participation TIMES AV REVOLUTION 2008 event together with MTNL.Date:17th to 9th October 2008Locations: BOMBAY EXHIBHITION CENTER, Goregaon (East), Mumbai.
“Freedom to Watch’ campaign in Times House on the14th August 2008 to spread awareness about icontrol within Bennett, Coleman & Co. Ltd. Employees
icontrol- Brand re-launch campaign
Newspaper adsHoarding
Develop icontrol IPTV - Website
http://www.icontrol.in/IPTV/index.jsp
Pigeon VoIP: Brand launch
Pigeon- VoIP : Brand Launch
Press Ad : body copyProduct Leaflet
Outdoor Media
Pigeon VoIP- Website
http://www.pigeonvoip.com/Delhi/index.asp
Spyker Cars N.V.
Create brand awareness of Spyker cars in India/ International market through PR and Media relations
Highlight R&D center as hub for design Innovative for premium high end formula one racing cars
Customer profiling and liaison with print media/ journals specially targeted to HNI’s (High Networth Individuals)
Organized exclusive events for political heads/industrialist, celebrities etc Partnered with CII( Confederation Of Indian Industry) Invited local, national print and electronic media and ensure proper
coverage in Time of India, Hindustan times, ET , CII magazine, Auto etc and different news channels: Zee News, CNN, IBN etc.
Released press notes for the events and facilitated review and coverage in International auto magazines/ print media
Organized test drive in Holland for Renuka kirpalni, CNBC TV (auto journalist) to show the documentary on TV
Higher visibility and recall of Spyker Cars in India as well as global market Signed MOU with Manav Rachana Engineering College to start SPYKER
M.Tech Program Received aid from Dutch Government to established Spyker R&D center
in India Negotiated with Haryana government to established for formula one track
in Manesar
PR and Image Building in Niche Luxury segment
Objectives
Strategy
Approach
Key Success
Planned and organized Chief Minister of Haryana,Shri Bhupinder Singh Hooda and senior government officials ,CII members and eminent journalist visit to Spyker manufacturing plant at Zeeworlde,Netherlands. Organized Spyker car test ride for Shri Bhupinder Singh Hooda to caught media attention
Develop product brochure
Relationship Building
Initiated to bring formula one in India which paved the way for creation of formula one track in Greater Noida, India. Spykercars N.V.nvited Formula One Group CEO Bernie Ecclestone to India
Shri,Jyotiraditya Scindia, Minister of State, India;Oedith Jaharia, MD, Spykercars N.V; Priyanka Singh, Manager, Spykercars N.V.
I was part of the global PR team and supported PR activities for Sepang formal 1 racing in Malaysia 2007
Liaison with national and international media and ensure brand coverage in channels : BBC, CNN, IBN, CNBC18, Travel and Living, NDTV Good Times etc
Also facilitate PR activities to related fund generation with investment banks ( eg. Organizing meeting ,preparing dockets, presentations, issue press release post discussions / negotiations etc)
Establish membership with CII, SIAM, ARAI, and ACMA and participate in special events, seminars conference
Content & design for brochures, marketing collaterals, internal, investors and customer newsletter, e-mail marketing, corporate presentation CDs, corporate and Product Videos, product catalogues, product literature & publicity material, exhibition, trade shows, road shows
Word of Mouth plays in important role in effective PR
Other Activities
Bharti,AIRTEL
To establish touchtel, the first private fixed line telephone service brand in India
To get government endorsement at the launch stage invited key political heads of the state (CM and Governor) to launch the services and inaugurate the facility followed by a press conference
Ensure good coverage by local national and electronic media along with the photographs. Highlight key messages through media: MORE YOU TALK LESS YOU PAY, for the first time in the history of telecom.
Brand awareness and positioning. Increased visibility of Bharti’s top management. touchtel brand was warmly welcomed by the journalists, consumers, dealers, internal and external stakeholders, Managed to get about 1 lac customers post launch within the first year
Key highlights: Brand Launch
Objectives
Strategy
Approach
Key Success
Launch Event in Year 1998
Entire event was organized and managed by my team
Thank You
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