Emilie and I were working on the pitch document together, so we devised what should be included and split the list sharing the work. Below is a list of what we felt should be included, as a support to the verbal presentation:
- Cover page-Emilie
- Contents page-Aimee
- Campaign brief-(compiled by Georgia and Ruth)
- Targeted media-Aimee
- Our Campaign-Aimee
- Budget-Emilie
- Timeline-Emilie
- LBB information-Aimee
- Contact information-Emilie
L.B.B- Who we are
LBB are an international Business 2 Business, Conservation and Technology PR agency, with an outstanding work ethic, dedicated to personalised services that ensure your needs are met at the highest standard. We have vast contacts in Business to Business, technology and conservation fields, which will enable us to portray a direct, educated and interesting campaign.
We are experienced in working across cultures, overcoming cultural limitations and bridging the gap between cross cultural audiences.
LLB, believe technology is a focal point of Japanese society which is why we aim to deliver a detailed campaign relevant to the target culture of Japan, educating the target demographic of young people via an interactive digital campaign. Our area of caution, to better prepare this campaign, is to recognise previous mistakes which resulted in cultural imperialism. LBB are acutely aware of how to integrate amongst the Japanese culture and people, to propel the success of this campaign.
Meet the team:
Account Director Emilie Hickling
Account Director Georgia Pitt
Account Executive Ruth Anderson
Account Executive Rosie Beck
Account Officer Aimee Rowe-Best
Account Officer Caitie Parrott
We are a dynamic, enthusiastic, creative team committed to delivering a highly skilled, professional and effective campaign strategy.
The Campaign:
Animate to Educate-Keep Kind in Mind
Technology is the central communication channel for the campaign; we will create a micro-site as the hub for information and resources, in relation to the Sea Shepherds main web site. In support of these websites, social media will play a crucial role. The sites listed below are Japanese social media we will target:
Social Media Site/ Hosted /Users
Mixi Japan 21.6 million
Gree Japan 22.5 million
Mobage-Town Japan 21.7 million
Facebook U.S.A 2 million
Twitter U.S.A 10 million
Nico Nico Douga Japan 18.9 million
Youtube U.S.A 21.7million
• Mixi is a social media platform that allows users to post photographs, share comments and links and has vast forums of discussion.
• Gree is still continually expanding; it differences itself from others by focusing on gaming. By providing a free game platform for mobile phones, which users play using Manga style avatars.
• Mobage-Town offers a similar mix of avatars, games and accessories but it also enables users to earn virtual money by clicking on advertiser’s websites.
• Facebook is not as widely used in Japan, as it is used by 2% of the Japanese online population.
• Twitter has enabled micro-blogging to become a key trend in Japan, partly due to user’s identity not being required.
• Nico Nico Douga is a video hosting website based in Japan, 5.6 million access this via their mobile phones, while the 1.1 million pay a monthly subscription entitling them as a premium user.
• Youtube reaches 35% of Japan’s population.
Competition:
We will launch a competition aimed at educating the target demographic about the value of Dolphins and the hunting that occurs on and offshore in Japan.
A film will be created that will feature one of our campaign ambassadors, filmed in the style of Manga to explain and promote the specifics of the competition. This will be launched as an online viral.
We are inviting young people aged between 16-25, to create a film or animation portraying the issues and opinions surrounding the campaign. These video’s will then be uploaded onto the micro-site and shared using the social media channels. Discussion and opinion sharing can be upon the micro-site forum and on the social media platforms.
The ambassadors of the campaign will select the top twenty films entered into the competition. Thus creating the shortlist of finalists, that the public will then vote on for the first, second and third prizes.
By engaging the target demographic through an interactive campaign, it is designed to generate online conversation and increase search engine optimisation, through its appearance on many differing social media platforms. Also, the continual progression and conversation will generate further supply for media coverage.
Posters will support the competition detailing the micro-site address, campaign information and a first response 2D barcode. The purpose of the barcode is because accessing the internet via mobile phones in Japan is a flourishing market; to capitalise on this trend we will create an accompanying App. By scanning the barcode on the posters, the public will be directed to develop and design their own personalised dolphin. By doing so they must sign the petition, to prevent the hunting of dolphins in Japan.
The second purpose of the App is to host an online swim through. So all the dolphins designed via the App, will form an online community and create the stage for the online stunt. The dolphin avatars will appear across websites, similar to an online protest. People can also click on the swimming dolphins, where they will be directed to the micro-site.
This will not only generate media attention and coverage, but visually symbolise the importance of keeping kind in mind and educating the wider demographics of the campaign aim.
Measurability:
We at LBB recognise the importance of measurable results, so we will provide monthly updates to keep you informed of the campaign progression throughout the campaign. The aim of the brief is to reflect the good qualities of dolphins and raise awareness of the dolphin hunting around Japan. To measure the results we will be issuing surveys at the beginning and at the end of the campaign, which will clearly establish the thoughts that Japanese people have on dolphins and the awareness that they have of the hunts. As you can see the questions are rather broad but give respondents the opportunity to elaborate on their thoughts. This may only be useful towards the end of the campaign when awareness has been raised. Yet the results from the initial survey will give us an idea of where there are gaps in the Japanese public in terms of their knowledge surrounding the issues of dolphin hunting.
We shall also measure how many people use the quick response barcode, how many people go to the micro-site, how many people sign up for the app as well as looking at the number of people that are part of the social networking groups. This shall give us a clear impression of how infectious the campaign was and how effective it was. We will provide specific statistics to illustrate how many people has become a part of the campaign across all the avenues.
All that is left to do now, is print the pitch document, press pack and presentation slides to submit tomorrow.
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