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Economy Boosting Plan Communication Campaign New ways to speak to business and change the economy for the better Baltic PR...
Situation in 2009 <ul><li>18%   decrease  in GDP </li></ul><ul><li>Business  stagnation </li></ul><ul><li>Unemployment  ra...
<ul><li>The Economy Boosting Plan was created to stimulate the economy </li></ul>
Objectives <ul><li>To inform business </li></ul><ul><li>To communicate in accessible, easy-to-understand and motivating wa...
Strategy <ul><li>To show good examples for other business people to follow. </li></ul>
Execution <ul><li>Supplement of a leading business daily Verslo  Ž inios (Business News) </li></ul><ul><li>> 350 advertori...
Execution <ul><li>Supplement of a leading business daily Verslo  Ž inios (Business News) </li></ul><ul><li>> 350 advertori...
Execution <ul><li>Supplement of a leading business daily Verslo  Ž inios (Business News) </li></ul><ul><li>> 350 advertori...
Execution <ul><li>Supplement of a leading business daily Verslo  Ž inios (Business News) </li></ul><ul><li>> 350 advertori...
Execution <ul><li>Supplement of a leading business daily Verslo  Ž inios (Business News) </li></ul><ul><li>> 350 advertori...
Execution <ul><li>Supplement of a leading business daily Verslo  Ž inios (Business News) </li></ul><ul><li>> 350 advertori...
Execution <ul><li>Supplement of a leading business daily Verslo  Ž inios (Business News) </li></ul><ul><li>> 350 advertori...
Execution <ul><li>Supplement of a leading business daily Verslo  Ž inios (Business News) </li></ul><ul><li>> 350 advertori...
Execution <ul><li>Supplement of a leading business daily Verslo  Ž inios (Business News) </li></ul><ul><li>> 350 advertori...
Execution <ul><li>Supplement of a leading business daily Verslo  Ž inios (Business News) </li></ul><ul><li>> 350 advertori...
Execution <ul><li>Supplement of a leading business daily Verslo  Ž inios (Business News) </li></ul><ul><li>> 350 advertori...
Execution <ul><li>Supplement of a leading business daily Verslo  Ž inios (Business News) </li></ul><ul><li>> 350 advertori...
Execution <ul><li>Supplement of a leading business daily Verslo  Ž inios (Business News) </li></ul><ul><li>> 350 advertori...
Execution <ul><li>Supplement of a leading business daily Verslo  Ž inios (Business News) </li></ul><ul><li>> 350 advertori...
Results <ul><li>6 campaigns in August 2009 – December 2010; </li></ul><ul><li>78% of the broader audience and </li></ul><u...
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Baltic PR Awards 2011: The Economy Boosting Plan Communication Campaign

The Economy Boosting Plan Communication Campaign: new ways to speak to business and change the economy for the better
VRP | Hill & Knowlton, LT
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Baltic PR Awards 2011: The Economy Boosting Plan Communication Campaign

  1. 1. Economy Boosting Plan Communication Campaign New ways to speak to business and change the economy for the better Baltic PR Awards RIGA 2011 Balys Narbutas
  2. 2. Situation in 2009 <ul><li>18% decrease in GDP </li></ul><ul><li>Business stagnation </li></ul><ul><li>Unemployment rate increased from 5,8% (2008) to 13,7% (2009) </li></ul>
  3. 3. <ul><li>The Economy Boosting Plan was created to stimulate the economy </li></ul>
  4. 4. Objectives <ul><li>To inform business </li></ul><ul><li>To communicate in accessible, easy-to-understand and motivating way </li></ul><ul><li>To find original and relevant ways of communication </li></ul>
  5. 5. Strategy <ul><li>To show good examples for other business people to follow. </li></ul>
  6. 6. Execution <ul><li>Supplement of a leading business daily Verslo Ž inios (Business News) </li></ul><ul><li>> 350 advertorials mentioned in print media; </li></ul><ul><li>> 50 TV reports and radio interviews with business representatives. </li></ul><ul><li>Yearly business event Gazelė (Gazelle): </li></ul><ul><li>> 9 regional conferences + closing event; </li></ul><ul><li>> 1000 business representatives took part. </li></ul>
  7. 7. Execution <ul><li>Supplement of a leading business daily Verslo Ž inios (Business News) </li></ul><ul><li>> 350 advertorials mentioned in print media; </li></ul><ul><li>> 50 TV reports and radio interviews with business representatives. </li></ul><ul><li>Yearly business event Gazelė (Gazelle): </li></ul><ul><li>> 9 regional conferences + closing event; </li></ul><ul><li>> 1000 business representatives took part. </li></ul>
  8. 8. Execution <ul><li>Supplement of a leading business daily Verslo Ž inios (Business News) </li></ul><ul><li>> 350 advertorials mentioned in print media; </li></ul><ul><li>> 50 TV reports and radio interviews with business representatives. </li></ul><ul><li>Yearly business event Gazelė (Gazelle): </li></ul><ul><li>> 9 regional conferences + closing event; </li></ul><ul><li>> 1000 business representatives took part. </li></ul>
  9. 9. Execution <ul><li>Supplement of a leading business daily Verslo Ž inios (Business News) </li></ul><ul><li>> 350 advertorials mentioned in print media; </li></ul><ul><li>> 50 TV reports and radio interviews with business representatives. </li></ul><ul><li>Yearly business event Gazelė (Gazelle): </li></ul><ul><li>> 9 regional conferences + closing event; </li></ul><ul><li>> 1000 business representatives took part. </li></ul>
  10. 10. Execution <ul><li>Supplement of a leading business daily Verslo Ž inios (Business News) </li></ul><ul><li>> 350 advertorials mentioned in print media; </li></ul><ul><li>> 50 TV reports and radio interviews with business representatives. </li></ul><ul><li>Yearly business event Gazelė (Gazelle): </li></ul><ul><li>> 9 regional conferences + closing event; </li></ul><ul><li>> 1000 business representatives took part. </li></ul>
  11. 11. Execution <ul><li>Supplement of a leading business daily Verslo Ž inios (Business News) </li></ul><ul><li>> 350 advertorials mentioned in print media; </li></ul><ul><li>> 50 TV reports and radio interviews with business representatives. </li></ul><ul><li>Yearly business event Gazelė (Gazelle): </li></ul><ul><li>> 9 regional conferences + closing event; </li></ul><ul><li>> 1000 business representatives took part. </li></ul>
  12. 12. Execution <ul><li>Supplement of a leading business daily Verslo Ž inios (Business News) </li></ul><ul><li>> 350 advertorials mentioned in print media; </li></ul><ul><li>> 50 TV reports and radio interviews with business representatives. </li></ul><ul><li>Yearly business event Gazelė (Gazelle): </li></ul><ul><li>> 9 regional conferences + closing event; </li></ul><ul><li>> 1000 business representatives took part. </li></ul>
  13. 13. Execution <ul><li>Supplement of a leading business daily Verslo Ž inios (Business News) </li></ul><ul><li>> 350 advertorials mentioned in print media; </li></ul><ul><li>> 50 TV reports and radio interviews with business representatives. </li></ul><ul><li>Yearly business event Gazelė (Gazelle): </li></ul><ul><li>> 9 regional conferences + closing event; </li></ul><ul><li>> 1000 business representatives took part. </li></ul>
  14. 14. Execution <ul><li>Supplement of a leading business daily Verslo Ž inios (Business News) </li></ul><ul><li>> 350 advertorials mentioned in print media; </li></ul><ul><li>> 50 TV reports and radio interviews with business representatives. </li></ul><ul><li>Yearly business event Gazelė (Gazelle): </li></ul><ul><li>> 9 regional conferences + closing event; </li></ul><ul><li>> 1000 business representatives took part. </li></ul>
  15. 15. Execution <ul><li>Supplement of a leading business daily Verslo Ž inios (Business News) </li></ul><ul><li>> 350 advertorials mentioned in print media; </li></ul><ul><li>> 50 TV reports and radio interviews with business representatives. </li></ul><ul><li>Yearly business event Gazelė (Gazelle): </li></ul><ul><li>> 9 regional conferences + closing event; </li></ul><ul><li>> 1000 business representatives took part. </li></ul>
  16. 16. Execution <ul><li>Supplement of a leading business daily Verslo Ž inios (Business News) </li></ul><ul><li>> 350 advertorials mentioned in print media; </li></ul><ul><li>> 50 TV reports and radio interviews with business representatives. </li></ul><ul><li>Yearly business event Gazelė (Gazelle): </li></ul><ul><li>> 9 regional conferences + closing event; </li></ul><ul><li>> 1000 business representatives took part. </li></ul>
  17. 17. Execution <ul><li>Supplement of a leading business daily Verslo Ž inios (Business News) </li></ul><ul><li>> 350 advertorials mentioned in print media; </li></ul><ul><li>> 50 TV reports and radio interviews with business representatives. </li></ul><ul><li>Yearly business event Gazelė (Gazelle): </li></ul><ul><li>> 9 regional conferences + closing event; </li></ul><ul><li>> 1000 business representatives took part. </li></ul>
  18. 18. Execution <ul><li>Supplement of a leading business daily Verslo Ž inios (Business News) </li></ul><ul><li>> 350 advertorials mentioned in print media; </li></ul><ul><li>> 50 TV reports and radio interviews with business representatives. </li></ul><ul><li>Yearly business event Gazelė (Gazelle): </li></ul><ul><li>> 9 regional conferences + closing event; </li></ul><ul><li>> 1000 business representatives took part. </li></ul>
  19. 19. Execution <ul><li>Supplement of a leading business daily Verslo Ž inios (Business News) </li></ul><ul><li>> 350 advertorials mentioned in print media; </li></ul><ul><li>>50 TV reports and radio interviews with business representatives. </li></ul><ul><li>Yearly business event Gazelė (Gazelle): </li></ul><ul><li>> 9 regional conferences + closing event; </li></ul><ul><li>> 1000 business representatives took part. </li></ul>
  20. 20. Results <ul><li>6 campaigns in August 2009 – December 2010; </li></ul><ul><li>78% of the broader audience and </li></ul><ul><li>83% of target business audience reached. </li></ul><ul><li>Survey: </li></ul><ul><li>63% stated that EBP measures really work. </li></ul><ul><li>Data of institutions: </li></ul><ul><li>Number of small business inquiries and general number of applications increased. </li></ul>
  21. 21. Thank You!

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The Economy Boosting Plan Communication Campaign: new ways to speak to business and change the economy for the better VRP | Hill & Knowlton, LT PUBLIC AFFAIRS

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