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Cases

examples of implemented

projects

«PR of the company’s first

person»

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Case 5. General Director’s PR within the

company’s «AMACO» promotion

Aims and objectives:

To increase popularity of the company and brand in the business environment

To form a company's reputation as a business leader and as an expert on agricultural market.

PR of the company’s first-person

To bring the philosophy and advantages of the company to its target audience

To inform the audience about new activities and new products

And also - the promotion of agribusiness as one of the priority sectors of the Ukrainian economy, an explanation of the difference between the concepts of "agribusiness" and "agriculture“

Solution:

Intensive informing the CA, by distributing press releases to the media (8-10 in a month)

Organization and carrying out a series of press events with the involvement of government officials and non-governmental organizations

A series of articles of business and problem directivity in the business press and government publications

Regular communication with the media

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PR of the company’s first person

Forming the reputation

of the CEO:

As a market expert

As a leader of opinion

as a businessman

and a new type of

manager

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A series of articles / interviews

in the business press

5

The main speaker at the press activities:

roundtables, press conferences

The organization of the General

Director’s photoshoot

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Promotion of the «AMACO», results The Results:

Laid the informational foundation of a positive AMACO reputation (in the business sphere)

Generated image of the leader of agri-industrial sector (in the media and the business sphere)

Creates an image of the AMACO’s director as one of the leading speakers on agricultural market and agribusiness.

Attracted the attention of the government, industry associations, business environment:

for development of industry trends and prospects

to AMACO company and its active position

Implemented the basic terms and thesis: agricultural business, the profitability of agriculture, efficient agritechnological complex, investments in agribusiness, etc.

More than 1,500 publications and reports for 5 months.

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Case 6. Promotion of the «Leacond» director as

the leading speaker of HVAC market in Ukraine

Aims and objectives:

Forming popularity of the company and its brands.

Forming the Leacond reputation as the best equipment

supplier of TM Daikin (Japan), the leader of premium

air-conditioning market in Ukraine.

Forming the first’s person reputation of the

company as a market expert, PR of the first

person.

Forming the loyalty of dealers, expanding the dealer

network.

Formation a pool of interested journalists.

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A wide range of PR-activities (Leading Speaker),

7 photo sessions

The first persons of the Company

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Competition for journalists «Fresh

thought» Aims and objectives:

Forming the fame of TM of the client’s company,

forming the reputation as a manager expert on the market.

To increase references of the company and the head management in the

media.

To increase the number of sectorial reviews.

To form a pool of journalists, writing on air conditioning and ventilation

topics, to improve their competence.

The competition was held for ten years

The first covers of print media

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Maintaining social networks sites

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Promotion of the company «Leacond» Results:

Formed a company's reputation as a leader in the premium segment, the best supplier of TM Daikin in Ukraine and one of the leading distributors on the market in general.

The head of the company is an authoritative expert on the market, constantly present with comments and ratings in the media. Assessment of the market, largely formed on the basis of the director’s performances.

More than 90% of all materials on the air conditioning market contains references to relevant information and brand. The information space is full, every edition of specialized magazines contains information about the client / news, articles /. Total number of editorial publications for 2007 was over 420, in 2008 - over 760, in 2009-2013 - more than 1,200.

Formed loyalty to main dealers; we are working on the deepening of the process /The Gold Club Dealer, the annual dealer conference and other projects /. The dealer network is growing in average for 30% per year (350 companies).

Poole of writing journalists includes 35-40 people each year,

In general - the company has become the best distributor of Daikin in Ukraine and occupies more than 50% of the market share by brand, comparing with 2 other distributors (in this case, Leacond has entered the market later than them).

Case 7. Promotion of the TM ColorWay

(consumables, 2007-2010)

Aims and objectives: Entering a new TM into the

market, entering to the Top 5 of the consumables market

Forming popularity of a brand Forming the head’s of the

company reputation as a market expert.

Forming the loyalty of dealers, expanding the dealer network.

The proposed solution

During the annual comprehensive program to use a wide range of tools, combined in a balanced and intense communication program.

Key elements: Articles in the regional and specialized press, press releases, press conferences and round tables, corporate events (seminars, dealers conference), participation in exhibitions, events for customers and partners, independent testing of products among consumers and

professional users, advertising campaign in the Internet (context advertising, banners,

posting news) photo sessions.

Annually strategic documents developing - PR-promotion concept, a comprehensive media plan, a number of ideas, information model and subject articles. Regularly consulting.

The project implementation

1. Informing the target audiences about new TM ColorWay, substantiation of a choice of compatible consumables, compared with the original.

2. Increasing the level of TM knowledge. Promotion of the «Rubin» company and TM ColorWay as a professional and reliable partner that can grow and earn.

3. Forming a pool of loyal journalists and interest in the market of consumables, as a separate, important segments of IT.

4. Forming a pool of loyal journalists and interest to the market of consumables, as a separate, significant segment of IT.

Photo Session of the company’s

Director

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The obtained results The company is an information leader of the branch. The total number

of editorial publications for 2009 was over 1,130. The head of the company is one of the most authoritative experts

on the market, and present with the comments and ratings in the mass media reviews of the branch.

The sales volume of ColorWay production (mln. USD.) increased on 120% in 2009 comparing to 2008, despite a general decline on the IT market due to the crisis.

Was formed the loyalty of dealers, there is a work on deeping this process (dealers conference and other projects). The dealer network is growing by an average of 50% annually.

During 4 years of cooperation with TM ColorWay from new, unknown brand grew to one of the leaders of the Ukrainian market of consumables (TOP 5). Products and company received recognition, become attractive to customers and partners, have a good reputation.

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Case 8. Promotion of TM Iren Bukur via Internet

(December 2009-September 2010)

Aims and objectives:

Informing about the entering a new Ukrainian TM of premium cosmetics into

the market

Promotion the first person of the company, the founder of TM

Filling the Internet space with information about production

Formation the image of TM as a natural, "living" cosmetics of domestic

production

Solution:

Promotion in the Internet through social networks, forums, blogs, comments,

and other forms

Making the independent testing of products

Organization and holding on a round table for the media with the assistance of

independent experts

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Round table on the topic «Ukrainian

phenomenon: «luxury» class of living

cosmetics»

Participants:

Representative of the client (President of the Medical Technology Center named after L.Moskalenko)

Representative of the raw material manufacturer (medicinal herbs)

Representative of the Independent consumer expertise Center

Practicing dermatologist

Stylist

Video report with Irina Bukur

The first anniversary of

TM IREN BUKUR

Case №13: Lighting the Dr. Bubnovsky arrival in

Ukraine

Client: Medical Center of Dr. Bubnovsky in Ukraine

The object of promotion: Bubnovsky Medical Center in Ukraine and movement method of treatment (kinesitherapy) in general

Location: Kiev

Period: March 2012

Aims and objectives:

To attract public and media attention to the problems of disease of the musculoskeletal system and effective methods of treatment

To inform about the the first visit in Ukraine the world famous professor, Doctor of Medicine S. Bubnovsky

To enlarge audience of seminars, conducted for patients 24

The proposed solution

Organization and conducting press-briefing for national media directly to the medical center, which was personally involved with S.Bubnovsky

Conducting an online broadcasting of the Kiev Seminar at the website www.segodnya.ua and www.publicity.kiev.ua

Carrying out photography and video shootings, creating on their basis content for the articles, social networks and for the site of the Centre

News placement on the leading news sites

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Demonstration for journalists

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The obtained results

The press briefing was attended by 23 media (including 4 TV channels), which could literally feel on their own experience the basic methods of Dr.Bubnovsky

Following the results of the event were published in more than 85 publications, including stories on TV channels ICTV, Era, articles in such editions as "family doctor", "Your Health" and others

On the day of seminar were made 53330 video showing with online broadcast. Continuously have been watched 396 unique IP with the presence in seminar hall an audience of 100 people. Also during the video presence on www.segodnya.ua this month were received 6056 views

For a week of the video channel existence of Dr. Bubnovsky Center, witch was established under the project , were received 2861 views of 9 video stories at the end of the press briefing and seminar 27

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