FAST FORWARD YOUR BUSINESS… PR Strategy 2009 Designed By: ESTARTA Estarta PR Strategy 2009 Turning visions into reality Contents Introduction. . . . . . . . . . . . . . . . . . . . . . . . 1 Where Does Estarta Stand Today. . . . . . . . . . 2 Objectives. . . . . . . . . . . . . . . . . . . . . . . . . . 3 Target Audience. . . . . . . . . . . . . . . . . . . . . . 5 Strategic PR Tools . . . . . . . . . . . . . . . . . . . . 6 Budget. . . . . . . . . . . . . . . . . . . . . . . . . . . . 16 time tables. . . . . . . . . . . . . . . . . . . . . . . .. 17 Page 1 The PR challenge for Estarta in 2009 is to create a well-built awareness of its brand, the opportunities, and support it provides in generating above average returns; based on added values through precise vision, quality as well as predetermined strategies via a total communication solution that is distinctive and effective. The new communications plan needs to be in line with vision and mission of Estarta that aims to diversify investment opportunities and innovatively structured products in the IT regional industry, adhering to highly focused and predetermined criteria based on sustainable growth and wealth preservation. The new communications and PR Strategy needs also to revolve around Estarta corporate values and to be consistent with its promise. Page 2 During the last Estarta kicked off a new PR and CSR strategy, whereas sponsorships and activities were channeled within certain fields of interest, ones that can be related to Estarta brand name as well as its image. A clearer longer term strategic platform has been outlined for this year; to reinforce the consistent image of Estarta in the region and to ensure a better representation in the local and regional media scene. With its continuous success and growth Estarta needs to have a strong positive image in the market, among its target audience, and in the community as a whole. Through leaving footprints in CSR, PR Events, and Media, Estarta would successfully be able to uncover its solid image and presence in the industry. Estarta has two strategic partnerships that received media attention: Microsoft Corporation and Cisco Systems. The presence in Microsoft events is one huge step in Estarta’s publicity; Estarta also receives approvals from MS for quotes to be used in press releases. Our partnership with Cisco Systems however was not translated into real publicity efforts. Public Relations activities hence have been scarce with Cisco Systems. This area needs further investigation for possible improvements. 2008 PR Initiatives: » Estarta EPM, April 2008 » Participation in MS CRM, May 2008 » National Technology Parade/JU, May 2008 » Microsoft Partner Award, May 2008 » ICT Forum, June 2008 » Media presence in the form of Press Releases » CEO Profiles and Interviews Page 3 Primary Objectives: » Enhance Estarta’s Brand Awareness » Enhance Estarta’s Brand Recognition » Strengthen Brand Equity » Communicate Positive Brand Image. » Position Estarta among the major players in the industry and the market Secondary Objectives » Launch new projects throughout the year » Strengthen Media relations, as well as, relationships with public and private sector organizations » Generate Sales' Leads » Promote Estarta projects and products Page 4 Page 5 » General Public » Potential Buyers within the following categories: Classes A, AB, and B Business People Decision Makers Investors Developers Financial Institutions Bankers » Media: Local press (English & Arabic) International press Local radio & TV International radio & TV » Urban Communities » Public and Private organizations » General Public Page 6 Estarta should focus on unified messages throughout our PR activities, weather it is on our brochures, or our website, media materials, events...etc Estarta Proposed message: Estarta’s Geographical Presence. Estarta’s partnership with its customers; through achieving their success. Estrata’s cutting edge technologies and experience. Estarta’s strategic alliances, Microsoft and Cisco which reflects high standard technologies. Our strategy is to utilize direct PR tools, tactical PR campaign, and CSR efforts to achieve our objectives of creating a sustainable, solid, and unyielding place for Estarta in the market and among its target audiences. The trick to successful PR is tackling and reaching audiences and goals not reached through advertising. It is not within the scope of our strategy to spend left and right just for the sake of spending and getting the name out there, rather investing Estarta budget on events, CSR efforts, and sponsorships that guarantee acquiring a set of results that are in line with Estarta corporate and marketing objectives for this year. Priority will be given to projects that will take Estarta where it is meant to go by means of successful strategizing, planning, and implementation. Our goal for this year is to acquire a high percentage of exposure for Estarta through press releases and media coverage. Our aim is to acquire a minimum of 2 Press Releases/Media coverage per month. Page 7 There are other major issues required for the success of establishing our set objectives for this PR Strategy, which are not covered through press releases. Hence the following initiatives will be planned and implemented as to acquire a full strategically wrapped up and successful PR Strategy for 2009: Page 8 There are some major clients that Estarta should keep their profiles up to date, the success stories were accomplished in corporation with them is a great motive to improve our relationship, in order to keep our presence for potential projects. Presented in the following Estarta e marketing activities, Rebuilds Estarta website overhaul. Improves our presence on Intaj website and magazine. Categorizes our clients based on sector, region, industry, and occasional greetings. Creates two case studies and publish them on our website about our projects, highlighting a client’s quotes, descriptions…etc Send our Newsletter consistently after working on related content that gain their attention. Focuses on listing our clients through our website, press releases, and related technologies. Greeting should be sent based on region and religion. Provides support to our clients in any time needed. Improves partnership with potential and current partners through sponsoring joint events, adopting CSR events, and working on appropriate web based publicity to these events. Page 9 Presented in the following section is a list of potential PR opportunities, however it is essential to stress on the fact that such events satisfy our strategy of achieving our set objectives through their implementation. Page 10 The use of CSR as a tool for Estarta PR Strategy brings economical success, since economy knows more and more that sustainable oriented companies are companies for the future. CSR will be an efficient instrument that binds the community to Estarta, builds coverage, reflects a positive image of the company, and communicates the Estarta values, ethics, and philosophy to the public, the community, and all target audiences. Estarta should Promote itself as a supporter of education, technology and advancement. Rehabilitation one of the Madrasati schools in nderprivileged area, south of Amman, Madrasati bring together public, private, and non-profit partners in an exciting, new grassroots initiative to renovate public schools in urgent need of repair, led by her Majesty Queen Rania, and in collaboration with public and private sectors to enhance opportunities for school children in Jordan and Arab world. Adopting one of Madrasati School will gain the great Media Exposure of the program beside the image of Estarta as socially responsible. Sponsoring Al Taybeh TAQAT Center, in cooperation with Princess Basma Youth Resource Center, TAQAT center for youth initiatives is a youth friendly environment for youth in Al Taybeh and Wadi Musa, which provides the space and tools for the youth to practice their hobbies, explore new ideas, and strengthen their relationship with their communities through different innovative community initiatives. The centre so far has been able to attract more than 150 regular members through it is program, though it has been established only since last November. The centre is planned to be launched in April, 29th under the patronage of HRH Princess Basma bint Talal and the British ambassador in Jordan, as the established phase of the centre was supported by the British embassy in Jordan. Estrarta can help in adopting the media club, or maybe just establish a clubhouse in Taybeh. In corporation of PBYRC partner the MOICT. Page 11 LoYAC Training program: LoYAC is a regional NGO; works in Amman, Kuwait, and Lebanon. LoYAC is organizing summer jobs program; they seek six week internship opportunities for their university students. Estarta can offer their students internship positions this summer, as part of our CSR plan besides discovering potential workers in the near future. This program is well exposed in the local media; through weekly ads in the two main newspapers in Jordan where Estarta will be mentioned as main partner, also on the local radio stations as interested in developing our educational system as our focus. INJAZ Program Partnership with INJAZ, to participate in one of their sessions about Career Consulting, and how it is in the market for students by holding a session trough our CEO in one of their schools. Conducting a media field visit to the school in order to gain the media exposure for the partnership. The gold package is in line with the Estarta communication strategy for the year 2009. Objectives to be achieved throughout the previous CSR opportunities: » Exposure and Coverage » Sustain and strengthen relationships with community base organizations, paving the way for future CSR Tasks » Sustain Estarta image as a socially responsible organization. » Promote Estarta as a supporter of education, technology, and advancement » Increase Awareness Page 12 In support of CSR initiatives, other events should be tailored to tackle issues not covered by CSR, as well as to reach out to target audiences and achieve objectives that are not fully reached or achieved through CSR. The different segmented events presented below are customized to support CSR initiatives in achieving all PR objective set for this year. Worldwide Partner Conference (WPC) 2009 Each year, the Worldwide Partner Conference (WPC) awards program recognizes partners who have delivered innovative solutions built on Microsoft technologies. This global program represents a unique opportunity for Estarta to showcase your solutions and to earn recognition from peers and customers. Finalists and winners for the 2009 awards will be announced on June 15, 2009, and will be recognized at the Worldwide Partner Conference in New Orleans, July 13–16, 2009 Page 13 Estarta’s Information Bank It is crucial to have updated information on file ready to be handed out to the media for briefings, and to be attached to official announcements and releases. It will make Estarta media ready by preparing, drafting, and keeping on file the following records: Profile Document and Executive Bio Data Fact Sheet (Estarta) Fact Sheet (Industry) Services Fact Sheets Photo Library Press releases Printed media allows Estarta to communicate all corporate and business developments including new company launches, project completions, statistics, services promotions, other promotions, Enterprises agreements, etc. Local press releases Targeted media distribution and segmentation Communicate comparable regional (Levant) reports Communicate Estarta key messages. Our press releases should be published through our website and Intaj’s website as well. News letter Newsletters should be sent consistently every three months, to our clients, our potential clients, published on line, and on related websites. Page 14 Interviews Interviews allow interpersonal communication between Estarta, the journalist/reporter and target publics. Through a personal discussion of questions and answers, Estarta may communicate its key messages including Estarta’s objectives and position to key influencers. Total of 4 interviews in Jordan for our CEO Topics to include (depending on local and regional progress): Estarta’s corporate and business developments for 2009 Enterprises agreement details Estarta entering new markets New services and products Photography The agency would like to build Estarta archive for updated and relevant images to be used in the region. The photographer and desired content will be identified to capture images at all Estarta events, press conferences, roundtables, interviews, etc. Page 15 Newspaper Type Circulation Language Al Rai Jordanian Daily 100,000 Arabic Al Dustour Jordanian Daily 70,000 Arabic Al Ghad Jordanian Daily 50,000 Arabic Al Arab Al Yawm Jordanian Daily 38,000 Arabic Al Anbat Jordanian Daily 30,000 Arabic Al Deyar Jordanian Daily 18,000 Arabic The Jordan Times Jordanian Daily 30,000 English The Star Jordanian Weekly 10,000 English Magazine Type Circulation Language Jordan Business Magazine Local and Regional Monthly 10,000 English Venture Local Monthly 8,000 English Living Well Local Monthly 15,000 English Luxury Local Monthly 7,000 English Living Well home Local Monthly 10,000 English JO Local Monthly 8,000 English Anty Local Monthly 8,000 Arabic Sharqyiat Local weekly 20,000 Arabic Layalina Local Monthly 10,000 Arabic On Line Publications Local and Regional e.g., Intaj ---------Arabic & English Page 16 activity Apr May Jun Jul Aug Sep Oct Nov Dec CSR x x x x x x x x x Press Releases 2x 2x 2x 2x 2x 2x 2x 2x 2x Media Briefing x x x x x x x x x Case studies x x x x x x x x x One on One Interview x x x We cannot set specific budgets for each event, however the event can be implemented and tailored to specific budget allocation once Estarta has set and specified the Budget for PR strategy implementation for 2009. Page 17 Press Releases/Features/Interviews Paid Editorials and Advertorials Releases Features /Projects /External Events Holidays March Ongoing Press releases One case study 4 Newspaper ads through LoYAC April Ongoing Press releases I newsletter. Interview I case study 4 Newspaper ads through LoYAC Company meeting with staff. Inviting layalina magazine. Launching TAQAT center. May Ongoing Press releases Case study 4 Newspaper ads through LoYAC. WPC conference 25th, May,2009 Independence day. June Ongoing Press releases Case study 4 Newspaper ads through LoYAC. LoYAC Trainees. July Ongoing Press releases Case study II News Letter Interview 4 Newspaper ads through LoYAC. LoYAC Trainees Page 18 August Ongoing Press releases Madrasate. September Ongoing Press releases Case study Ramadan Iftar for staff & journalists. 20-23,Sep, 2009 Eid Al Fitter . October Ongoing Press releases Interview Case study Madrasati sponsorship. INJAZ Lectures. November Ongoing Press releases III News letter INJAZ Lectures. 27-30,Nov, 2009 Al Adha Eid. December Ongoing Press releases Published fact sheet. 1st,Dec, 2009 Al Adha Eid. 17th, Dec, here year. 25th, Dec, Christmas.