The annual International Extreme Sports Festival will be held in May 2020. The company intends to conduct a Public Relations Campaign for its new CV (Capture for Vision) Camera. Besides promoting the new camera, the campaign will also highlight the event as an important activity for the sports community, especially the action sports group. The CV camera is a waterproof camera at the surface level, compact and, at the same time, rugged. To capture photos and videos, it uses CMOS and can capture photos in a burst mode. The camera also can capture images in the time-lapse method. CV cameras can make high definition videos. The camera is light and very portable and is effective in capturing images, even in difficult environments and at high speed.
Target Audience
The campaign targets actions sports athletes as well as Millenials (23-38 years) who seem to embrace action sports. Statistics indicate that there are more than 22 million individuals throughout the globe who are involved in extreme sports such as skateboarding and surfing, among others. The culture of sports activity has developed into a lifestyle that leads to the spending of millions of money by consumers. The social travelers are also a target audience for the CV Camera public relations campaign.
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Creative Briefs
The CV PR campaign will be a brief 4-5 minute video divided into two halves. The first half will show a surfing athlete and two other individuals acting as the spectators of the event, recording a video, and taking photos of the activity using a CV Camera. The video will not have any verbal communication. Alex's song, Enjoy Every Moment" will be used as background music for the campaign video. The second half of the PR video will present the two spectators in their different homes, enjoying watching the video and photos taken during the mock event. Towards the end of the video, five different photos of the athlete will be presented, and finally, the three individuals in the video presented together smiling, thumbs up, and each one of them holding a Capture for Vision (CV) Camera. A message to conclude the video will run across the video stating, "CV Simply the Best."
Design (look and feel of the campaign)
The Public Relations Campaign will address brand awareness, promotion, features, security, and privacy concerns. It will be designed in a way that appeals to the emotions and logic of the target audience. It will comprise videos and written content in the form of social media posts and press releases. Social media posts and videos will reach internet users, while press releases will help reach a section of the target audience that may not be reached through social media platforms.
Media pitch documents
Documents on the privacy and security of the CV camera will be published and released. The documents will aim to develop the trust of the product among the target audience. Media personnel and journalists will be contacted to facilitate a release of the documents. The pitches will be developed around their press releases, especially if working with journalists that we have never worked with before. The documents will pay attention to specific aspects of the campaign and provide more insight and understanding than the one offered by the press release.
Social Media Posts
Posts to create awareness of the brand will be created on the company's website, Facebook page, Instagram account, and Twitter. The posts will introduce the product to the target audience and address the various aspects of the target audience's interests. The majority of public relation's target audience uses social sites, and the one that is used most by the group is Facebook. Therefore, posting on the site can reach a significant number of audience. Also, doing sponsored ads on social media sites will be essential in creating brand awareness and promotion. The social media posts will give information on CV Camera's unique features and how the camera meets the needs of action sports during the event.
Campaign Period/Calendar
The campaign will be run for three weeks before the start of the International Extreme Sports Festival in May 2020. The festival will begin on 4th May 2020. A press release will be done towards the middle of the second week of the campaign. Website content will be reviewed and updated every week throughout the PR campaign period. The creative brief will be run daily throughout the campaign. The video will be posted on social media sites, too, as part of the PR campaign.
Strategy on How to Evaluate the Successfulness of the Campaign
Evaluation of the success of the campaign will be based on increased media engagement by 20% among the target audience of the campaign. Hootsuite, which is a social media monitoring application, will be used to conduct a follow up on engagement rates on social media platforms used for the campaign. The product's demand after the campaign will also be used to determine the success of the campaign. Eight months after the campaign, the product's demand should have increased by 40% in the market. Lack of increase will indicate that the PR campaign was not successful while the increase will indicate success. The campaign will also be evaluated based on increased trust among the target audience and visibility of the brand. All the above aspects combined will be used to assess if the campaign was a success or not.
