KBA's PR DEBRA Proposal

Giving yourKBA’s PR Proposal for DEBRA Butterflies a voice. April 2019

What KBA Offer

KBA PR is a consultancy that how to achieve successful publicity What KBA offer specialises in getting brands and and public relations. Whether businesses talked about for all personalities or brands, the network the right reasons. Whether you’re of contacts we have across the a household-name brand with a industry is vast. From the tabloids new product to launch, a start-up to the broadsheets, the women’s that needs to let customers know weeklies to the premium monthlies you exist, a sponsor with a need to and of course the all-important ‘showcase your assets’, or a business weekend supplements and regional leader with a profile to raise, KBA publications. The online communities PR will work with you to understand are just as important to our clients, your objectives and to deliver a so we ensure we know all the strategy that is engaging, considered right influencers and digital talent and tactical. KBA PR will ensure it managers. KBA PR has its finger on achieves your end goal. every media pulse. And whatever the solution - be it a Our reach is not just based in the UK media relations campaign, a live – we have global contacts within the event, a PR stunt, an interview, a piece entertainment and media world too. of content, a crisis management plan, or a celebrity ambassador – KBA Handled well and with the right PR will work with you to activate it, exposure our aim is to enhance your whether as your sole communications brand, draw in the consumer, increase resource or as an extension of your sales and of course raise your profile. wider team. No situation is too small for us to handle. Having been on the other side of the press, KBA PR knows exactly

Meet your Team Tracey Baldwin and her team will manage and oversee your PR team, offer you counsel and ensure your strategy is delivered and the objectives met. Louise Fowler Max Carey Mia Christopher Melanie Faldo Account Manager Account Executive Digital Marketeer Account Director

Tracey is a former magazine editor and journalist Meet your team specialising in real-life, lifestyle/wellbeing and charities. Commercially sensitive and forward-thinking Tracey has an excellent track record across all media platforms. She has worked with well-known brands, retailers and charities across numerous campaigns, feature initiatives and events. Her impressive portfolio includes Race for Life, Dementia Friends, Make A Wish, SSAFA, The Wickers Charity, Leadership Through Sport & Business, Temple Street Children’s University Hospital Foundation, and Barry McGuigan Boxing Academy. She’s also worked with the GAA, Newcastle Football Club, Heatons, plus Sports Direct and its huge international portfolio. With a broad wealth of experience gained through national newspapers, magazines, television, radio and digital platforms her proven ability to produce engaging content through creative photo and video campaigns reinforces her credentials within the industry. Her client’s needs come first and foremost. She leads her team to ensure activations, launches and KPIs are delivered to the highest standard - achieving measurable outcomes. Tracey is well placed to truly understand what makes a great story and publicity angle. In such a competitive marketplace, working in collaboration with KBA PR will ensure your brand receives creative executions that really deliver on your key objectives and marketing plan. Impeccable contacts and media-savvy creativity underpins everything that KBA PR does, and is the reason your organisation will ensure its shouted about – in the right way and to the right people.

Objectives

Objectives Goals and objectives are an important part of any public relations strategy because they provide a specific purpose for your communication. You will find overleaf KBA’s objectives they’d want to achieve on behalf of DEBRA to push it’s key messaging and brand communications. In short: KBA PR will promote goodwill - One of the simplest and most straight-forward objectives of PR campaigns is to enhance DEBRA’s credentials in this market... KBA PR will also follow the three key rules: Raise Change Inform Awareness Attitudes

Objectives • To raise the profile and reputation • Increase awareness of the DEBRA of DEBRA in all media outlets scientific research and health news - print, digital and broadcast - to appropriate health writers and communicating to a target audience editors. and encouraging support. • Unlock press opportunities with real • Raise awareness and encourage life / feature writers and editors others to donate to the DEBRA – from regional and mass market cause through carefully managed press – with persuasive storytelling case histories (handled in an and engaging content. extremely sensitive manner) to convey important and key • To find compelling hooks and trend messages. Always with a ‘call to led stories – health, real life and action’ to readers and potential news features - in the current media donors. landscape. • To capitalise on DEBRA’s • To explore possible collaborations, credentials and communicate all including working with YouTube news and developments about the talent and digital influencers to charity and medical research. maximise on key brand messaging and build the charity up through • Increase awareness of the DEBRA the digital space and appeal to a organisation as a whole. younger audience. Making the most of a fully integrated social media • Increase awareness of the DEBRA activity. fundraising initiatives.

• To work with credible influencers • Create impressive, stand out Objectives and digital marketeers to promote campaigns and brand activations the charity, events and fund raising in conjunction with the DEBRA initiatives. marketing team that drive awareness, boost donations and • As you know celebrity endorsement create social change. is an extremely powerful and useful tool when it comes to raising • Make the most of DEBRA data and awareness of a charity campaign research, statistical analysis and and increasing the prospect for year-on-year trend reports that can fundraising opportunities. Using be used to create stories and set the DEBRA’s celebrity patron or news agenda. affiliation, KBA PR would make the most of this relationship to • KBA PR would undertake effective achieve press coverage and brand lobbying to MPs and select awareness. committees through DEBRA’s research and statistics allowing a • KBA PR is very well connected politician to take on the charity’s so would look to team up with case. Also work with constituency a celebrity who has a genuine MPs to identify issues or concerns connection to the cause, or ask of constituents which are aligned celebrity contacts to donate signed to the charity’s goals, case histories items or photos to be auctioned and ensure the charity is ‘heard’ off in the name of a campaign - within parliament. engaging a completely different audience and raise money at the same time.

Strategy

Having a clear view of what your charity is trying to gain through PR is Strategy vital, so your marketing and PR team must work effectively and cohesively together. It’s important KBA PR meets your objectives. Prior to strategic planning we’d suggest the following questions: • Which of your forthcoming marketing activity or appeals will benefit the most from our support? • Are we trying to increase awareness of the charity itself, or is fundraising for a particular cause more important? • Would this specific activity be more suited to a fully integrated campaign, or social media alone? By identifying key objectives, messages and audiences right at the start, measuring success becomes part of the whole campaign journey, ensuring simple and precise post-activity evaluation. KBA PR are passionate about creating stand-out campaigns that drive awareness, boost donations, secure sign-ups, and create social change. We understand the challenges charities face and the space they compete for, and we have the knowledge and experience to exceed expectations. In the meantime KBA PR has looked at DEBRA since we met and would like to take the charity forward by promoting it in key areas. This will include:

Strategy Brand awareness: changed their lives or supports Constantly pitch the charity to them and their family affected by key real life / feature writers and the EB condition. Case studies can editors, the health and news sector convey important and meaningful and credible influencers, MPs and key messages. These ‘calls to celebrity supporters. action’ to readers and potential donors show how the charity Elevation: works, what the fundraising or Elevate your current PR campaign, appeal is. And ultimately setting but work closely with the team to out how to support, how to donate come up with a new strategy for or take part in vital volunteering. Summer 2019 and beyond. PR Stunt: Case Studies: Charity PR stunts are an important While some issues can be element of an all-encompassing sensitive and require a degree PR strategy. They are integral of discretion, sharing a personal in getting your charity noticed. experience is an extremely KBA PR would come up with powerful way to encourage newsworthy and visual stunts engagement (and contributions). that offer the media and public Some case histories/families something unique, new and are keen on the opportunity to original. We would be cautious to share their experience (handled sensationalised stunts as they may very sensitively, of course!). They not translate to key messaging or understandably want to raise to donations. We could incorporate awareness and encourage others a PR stunt into DEBRA’s wider to donate money to the cause communications strategy ensuring – particularly if the charity has it’s consistent with your marketing

messaging. Full social media - Caroline Collins, Director of Strategy access on such campaigns, stunts Fundraising & Comms - Hugh and strategy are perfect for the Thompson (and any other key digital age ensure you PR is a senior staff). Help manage and powerful tool. PR any key charity events and fundraisers. Awards: Research and suggest appropriate Raising personal profiles: industry awards for DEBRA to Raise Ben Merrett, Caroline enter. As you know winning awards Collins personal profiles through gives you automatic credibility a number of mediums such as and sets you ahead in the very (commentary, talking head pieces, competitive Third Sector. podcasts, opinion articles) within the appropriate media landscape Collaboration: and Third Sector. Arrange for Reach out to complimentary Ben Merrett and Caroline Collins brands and influencers with a to attend credible Third Sector, view to a possible collaboration or parliamentary committees and activation. business events. Events: Help plan, arrange and manage any press conferences. Help plan, arrange and execute a press day / breakfast to showcase the charity, it’s strategy and arrange exclusive 1-1 interviews with CEO - Ben Merrett, Director of Research df

Strategy Website: Arrange and support creative direction KBA PR has a digital approach for any photo and video shoots and would provide integrated for content creation, if and when assistance with DEBRA’s comms necessary. team – complimenting the digital strategy, marketing and Arrange strategy meetings to discuss commercial planning – helping to social media and online plans achieve goals and aspirations – between the KBA PR and DEBRA gaining applicable publicity. teams to maximise on SEO positioning and increased social followers. Social Media: A robust social media presence can be a predictor of a charities’ success and as you know helps your brand grow nationally and internationally. Work with DEBRA marketing team to help build the brand’s social media platforms, facilitating content curators, assisting with creating brand identity and house style – if and where necessary. Utilise tools such as Facebook Live, Instagram Live and other video streaming outlets to provide ‘behind the scenes’ content for DEBRA platforms.

Strategy

Events

Events Managing an event can be a stressful occasion, especially when you need to use the opportunity to network with your guests. With past events experience including VIP brand launches and red-carpet events, intimate press launches, and global brand showcases, KBA PR can manage the whole or part of the event, from developing the media guest list and managing media and talent on the day, to delivering world-class entertainment and catering services.

Social Media

Social media helps validate your brand. A company's social Social Media media presence, when done correctly, tells consumers that their brand is active and focused on thriving communication with consumers. It’s one of the best ways to keep your customers informed and is a great way to deliver key messaging to the masses. A robust social media presence can be a predictor of a charities’ success and as you know helps your brand grow nationally and internationally. • Work with DEBRA marketing • Arrange and support creative team to help build the brand’s direction for any photo and video social media platforms, shoots for content creation, if facilitating content curators, and when necessary. assisting with creating brand identity and house style – if • Arrange strategy meetings to and where necessary. discuss social media and online plans between the KBA PR and • Utilise tools such as Facebook DEBRA teams to maximise on Live, Instagram Live and other SEO positioning and increased video streaming outlets to social followers. provide ‘behind the scenes’ content for DEBRA platforms.

Digital Marketing

As you know digital influencers have overtaken celebrities as the most popular Digital Marketing choice from brand endorsements. Additionally, niche ‘unconventional’ talent is the sweet spot for marketeers at the moment. Consumers are engaging with brands on new levels, demonstrating creativity and authenticity is critical to communications. When working with influencers particularly, the criteria for talent selection is shifting from reach to relatability. While single posts can be effective, long term multi post collaborations makes influencers into ambassadors for your brand. It requires more work and typically more investment, but most influencers have loyal, regular audiences who are more likely to buy your brand and messaging if exposed to it over a long period of time. If you want to work on long term collaborations, building and maintaining the right relationships with the right people is the most important part of the process. KBA PR has such contacts, from the talent themselves to their management and agency teams. Rather than blanket emailing a large number of individuals in the right sector, KBA PR would handpick the right people and understand why they’re the perfect fit before DEBRA sends its first email. KBA PR isn’t any ordinary agency – it supports and thinks 360, for all it’s clients and projects. NB here are a few broad examples of mid / low tier influencers. We do have a list of tier 1 – 3 suggestions to support your social team / management plans.

Digital Marketing Social media helps validate your brand. A company’s social media presence, when done correctly, tells consumers that their brand is active and focused on thriving communication with consumers. It’s one of the best ways to keep your customers informed and is a great way to deliver key messaging to the masses. SMArT Specific Measureable Attainable Relevant Time Based

DEBRA’s Social Media Proposal Digital Marketing Short term goals Long term goals • To create a strong social media image • To continue to build the brand online • To engage with your client base regularly to keep them interested and • To build the brands awareness in the loop of exclusive offers through social media • To build followers & relationships with • To make the customer feel special and social influencers part of an ‘exclusive club’ • To develop a strong, loyal and • To announce/create excitement for engaged following who interact with new drops & sales the brand via social media • To convert followers into customers • To create long term relationships with influencers to work with them going forwards • To build the brands network via social media influencers and consumers • To establish strong partnerships with other brands that align

Digital Marketing Giovanna Fletcher Tom Fletcher Dr Ranj Simon Cowell Followers: 1.1M Followers: 1.7M Followers: 180K Followers: 1.4M Dr Alex George Katie Piper Stacey Dooley David Walliams Followers: 1.3M Followers: 863K Followers: 729K Followers: 1.4M Little Mix Ant & Dec Rylan Clark-Neal Rochelle Humes Followers: 11.5M Followers: 3M Followers: 1M Followers: 1.4M

Emily Atack Claudia Winklemen Fearne Cotton Stacey Soloman Digital Marketing Followers: 1.4M Followers: 428K Followers: 2.7M Followers: 1.5M KSI Joe Sugg Zoe Sugg Casper Lee Followers: 6.3M Followers: 5.7M Followers: 9.9M Followers: 26.3K Saffron Barker F2 Freestylers Flossie Myra Ali Followers: 1.1M Followers: 10M Followers: 312K Followers: n/a

Publics & Audience

Women's Magazine NMeawssspMapaerkret Regional Newspapers Publics & Audiences OPnlalitnfoerNmesws Social Platforms TV & Broadcast Podcast PTuhbilricdaStieocntsor CChoanrfietyreDnicgeital CelebritVyIPSuspporters/

Target Media

KBA PR spends a lot of time building and maintaining Target Media strong relationships with journalists, learning what they want in terms of news and topics – delivering content to them in the right way. We know it’s vital to communicate properly at the right media title so we’ve given you a taste of the media landscape we intend to target: • National Print Press (incl print, digital and social) • Radio / Podcast • TV / Broadcast Networks • Women’s Mass Market Magazines & Real Life Press • Health, Wellbeing & Science Press • Regional Press (incl print, digital and social) • Third Sector Press • Social Media Channels Here are some examples of who KBA PR will be engaging with on a regular basis to push the DEBRA messaging, news and feature ideas.

Target Media Here are some examples of who KBA PR would engage with to push the DEBRA messaging, activations and key events:

Target Media



Ideas are easy. Execution is everything.

Execution CONVINCE Social Media Influencers Advertising CONVERT Strong brand strategy is undeniably important for business. Good brand Events strategy is about designing strategic Activity roadmaps that align a brand’s purpose with Sponsored Hubs its actions. These are the three ‘C’s we like to suggest to our clients and brands. COMMAND Awareness Retail Incentives Consumer Incentives

Execution KBA would work with you to create a strategy to Convince, Command and Convert the public, donors and business supporters to visit DEBRA.org.uk. Create events, pop ups and activations that are experiential with entertainment and activities suitable for your target audience. KBA aim to catch a loyal audience for the creation of long terms content, and to keep them engaged, via generated content, testimonials, blogs, videos and sharing knowledge and building communities. KBA understand the importance of having key influencers talking about your events, pop ups and most importantly your brand.

Timeline KBA PR would work with you and your team on a timeline to plan the most effective way to meet the objectives set for a twelve month period. However here are our initial ideas: 1-3 4-6 months months Build the DEBRA brand. Work closely Focus on the Third Sector press with Anne McPherson & Hugh to build on DEBRA’s profile and Thompson to focus on the charity’s credentials. Extending real life and core values, personality and direction. health stories out to broadcast media Look at the charity’s back story, contacts and platforms. Winning patrons and most importantly it’s hearts and minds about the charity as inspirational members. Engage with the PR campaign goes from regional to national and regional press - with news national, to third sector to broadcast. and feature editors with perfect brand Focus on digital media contacts alliance to start amplifying DEBRA’s to maximise on social reach and work and key messaging. Look at the worldwide network. scientific breakthroughs for health news hooks too.

LONG TERM GOALS We believe that if we follow and agreed 12-month strategy we have set out on the previous pages DEBRA will be future proofing itself in the competitive third sector category. We believe these measurable goals and objectives for your communications activity are vital. 7-9 10-12 months months Start looking at influencer Review where DEBRA have collaborations in more detail had exposure in the public and working closely with the DEBRA professional / Third Sector eye. marketing and social team Start exploring more commercial to synergise reach and key options such as partnerships messaging. See execution page with like minded brands. Review for PR mantra to support this key marketing strategy for the last messaging area. three months and start mapping out the strategy. Touch points: commercial/advertising, marketing an PR & publicity.

Expectation

Expectation KBA PR gets right into the DNA of the client or brand, securing positive outcomes and meeting agreed objectives. Your needs, truly matter to KBA PR. And we’re committed to securing positive coverage and enhancing brand awareness.

Expectation What KBA will do for you • Thoroughly communicate the DEBRA • Raise awareness message. • Work closely with Hugh Thompson, Anne • Full media liaison and the management McPherson and the wider DEBRA team of all media enquiries. with a synergised PR and marketing plan to produce a successful partnership. • Target national, regional, lifestyle, health & wellbeing, broadcast and • Draft press release and news third sector titles to communicate the announcements accordingly. Focusing on DEBRA story by circulating relevant case histories, general charity news and imagery, press releases and information research updates to the key sectors. needed to gain positive coverage, drive engagement and ultimately sustain • Book and brief photographers and credibility for the overall brand. videographers - if (and when) applicable - to support social and digital growth. • Liaise with social influencers (celebrity & YouTubers) to push the brand • Book and brief web team – if (and when) message in all keys areas. applicable – to support website growth and new look. • Create exposure

What we need Expectation from you • Supply all imagery and video content to • Supply KBA PR with relevant case KBA PR. histories, imagery and contact details (if applicable) for interviews and media • Update KBA PR on any charity/brand access. news, events or case histories who are willing to promote the charity and the • Update KBA PR on any corporate support network for the EB community – changes for the duration of the agreement. • Regular engagement and weekley • Sign off all press releases. conference calls/once a month brainstorms • Work cohesively with the PR team. • Your time • Supply KBA PR with biog’s of Ben Merrett, Caroline Collins and Hugh Thompson (plus other key team members) for business / third sector press.

Proposal

Here at KBA PR one of our main values is ‘honesty’. We understand Proposal the importance of gaining client trust. As a result of that, we always aim to work as close as possible with our clients, with regular updates and continuous consultation. You are our main priority. We want to make sure you have full confidence in us. Included in your package, you will also expect to receive a monthly report of the coverage we have obtained. We would also manage all media enquiries regarding DEBRA through your own dedicated email inbox: [email protected]. This will be managed by your Account Director and team along with any press phone calls, sample requests and seeding wishes we receive on your behalf. We believe our strategy adds real value to your brand. We would require a fee of £5,000 (plus VAT) before commencing work. We suggest this monthly retainer should run for a period of 6 months, commencing on XX April 2019 (tbc). In the unlikely event, you were not happy with our comprehensive services this agreement could be terminated by either side with one months’ notice. We have a team of eclectic professionals excited to work with you and bring your vision for DEBRA to life.

Thank you If you have any questions please feel free to email [email protected] or call 0207 734 9995.