Salve annual PR report 2015 for NowWeMove and ISCA

1. Annual Report
PR activities performed for ISCA - 2015
Salve PR Agency

2. Salve PR Agency
www.salve.bg
Content
 Main objectives
 Scope of Work
 Facts & Figures
 Ongoing support to ISCA Marketing Team
 PR support to ISCA projects - overview
 Other activities

3. Salve PR Agency
www.salve.bg
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

4. Scope of work
Salve PR Agency
www.salve.bg

5. Main activities
Salve PR Agency
www.salve.bg

6. 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)
Salve PR Agency
www.salve.bg
* Source: A Data Pro - Media
Report 2015

7. 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
Salve PR Agency
www.salve.bg
On-going
support to
marketing
team

8. 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
Salve PR Agency
www.salve.bg
On-going
support to
marketing
team

9. 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
On-going
support to
marketing
team

10. 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
On-going
support to
marketing
team

11. 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”
Salve PR Agency
www.salve.bg
On-going
support to
marketing
team

12. 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
Salve PR Agency
www.salve.bg
On-going
support to
marketing
team

13. 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
Salve PR Agency
www.salve.bg
On-going
support to
marketing
team

14. 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
Salve PR Agency
www.salve.bg
PR support to
projects

15. 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)
Salve PR Agency
www.salve.bg
PR support to
projects
* Source: A Data Pro - Media
Report 2015

16. 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
Salve PR Agency
www.salve.bg
PR support to
projects

17. 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
Salve PR Agency
www.salve.bg
PR support to
projects
* Source: A Data Pro -
Media Report 2015

18. 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
Salve PR Agency
www.salve.bg
PR support to
projects

19. 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
Salve PR Agency
www.salve.bg
PR support to
projects

20. 4. Inactivity Time Bomb – results
achieved:
Salve PR Agency
www.salve.bg
PR support to
projects
 249 materials registered*
 237 in traditional/online media
 12 in social media
* Source: A Data Pro - Media
Report 2015

21. 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
Salve PR Agency
www.salve.bg
PR support to
projects

22. 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
Salve PR Agency
www.salve.bg
PR support to
projects
* Source: A Data Pro - Media
Report 2015

23. 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
Salve PR Agency
www.salve.bg
PR support to
projects

24. 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
Salve PR Agency
www.salve.bg
PR support to
projects

25. 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
Salve PR Agency
www.salve.bg
PR support to
projects
* Source: A Data Pro -
Media Report 2015

26. MOVE Week 2014 vs 2015 –
383,29 % growth of the publications (377 vs 1445)
Salve PR Agency
www.salve.bg

27. MOVE Week 2014 vs 2015
Salve PR Agency
www.salve.bg

28. 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
Salve PR Agency
www.salve.bg
PR support to
projects

29. 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
A
Development of main annual PR Plan and
support to ISCa team V V V V V V V V V V V V
B
ISCA Office seminar - June - Creative thinking
training V V V
C
Initial pack of NWM PR documents
development V V V
D
Setting 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 V
2 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

30. № 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 Dec
8.1. 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 Dec
9.1. 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

31. THANK YOU!
Salve PR Agency
www.salve.bg