garden of words - agency presentation
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Garden of Words - Agency PresentationTRANSCRIPT
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AGENDA
About us
Management
Marketing
CSR
PR
Special events
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Garden of Words is the first marketing communications agency in Poland and one of the first in the world specializing in female communication codes
We specialize in communicating to both genders,
but focus on using female communication codes. We are twice as efficient!
• The agency was founded in 2007
• As a result of the agency’s success, a sister agency, Garden of Words TTL, was founded;
the sister agency specializes in marketing activities
• We are a team of experts with many years of experience
• We are a team of 20 consultants and work with the most renown experts on the Polish market
• We specialize in carrying out activities according to the custom program Gender 360° that uses gender potential.
ABOUT US
WHY USE FEMALE COMMUNICATION CODES IN MARKETING?
Women now have the purchasing power =
a modern company should know how to target both genders
Efficient communication to female consumers does not excluse male consumers
There is no such thing as one target group – communication needs to be adjusted to the target audience
According to the Boston Consulting Group women make over 80% of all purchase decisions!
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Women buy the same things that men do, but in a different way. We know how to apply this substantial information! Don’t think pink! = Do you feel it? On female communication and marketing to women. (CZUJESZ?)
C = Człowiek (Human)
Z = Zbawicielka (Savior)
U = Uporządkowanie (Orderliness)
J = Jednocześnie (Multitasking)
E = Empatia (Sympathy)
S = Społeczność (Society)
Z = Zmysłowo i pięknie (Sensuality)
? = Rozwaga (Prudence)
We are experts in communicating to women. Katarzyna Pawlikowska, co-founder and co-owner of the agency is the author of the first publication in Poland on female motivation , ”Do you feel it? On female communication and marketing to women” („Czujesz”)?
5 WHY USE FEMALE COMMUNICATION CODES IN MARKETING?
Polish women….. • What is impoortant to Polish women? • What the modern Polish women are like – what are their values, needs and priorities • How do Polish women care for their health and beauty? • How much money do they earn? How much money do they spend? • What criteria Polish women go by when shopping. Where they shop. How much money they spend on
particular items • What motivates them in making their daily choices • What the current segmentation of the Polish market is
And many more!
„POLISH WOMEN’S TAKE ON THEMSELVES”
THE SURVEY’S SUMMARY REPORT
• The nationwide research was conducted on a representative group based on quota sampling
• Polish women, ages 18 – 70
• Survey duration: 60 minutes
• Survey date: August 2012
WE SHARE OUR KNOWLEDGE…
As the first Polish marketing communications agency specializing in female communication codes, our aim is to create understanding of the concept. The first DoKobiet.pl conference in 2009 was dedicated to the differences in communicating to women and men. During the event in 2010 and 2011 we focused on particular business aspects linked with methods of reaching a specific group of female consumers, using female communication codes and market research. In 2012 we were joined by ”Puls Biznesu” and organized the conference ”Marketing to women”, during which we presented the female approach towards market issues. Our partners to date include:
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SERVICES RENDERED
We carry out marketing strategies – from preparing the concept, to its development and evaluation.
Preparation of the concept and carrying
out the marketing strategy
Creation and production of creative materials
Preparation and production of banners,
leaflets and film materials
Preparation and organization of events
Preparation and organization of ambient
events
Social media activity and cooperation with
bloggers
Support of sales and store discounts;
promotion of store launches
Communication to sales representatives and
consumers
Organization of
consumer contests
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SERVICES RENDERED
Internal PR (i.e. change
management)
CSR and social program
management
Public Affairs Crisis
communication
Preparing and carrying out
complex communication
strategies
Product PR
Corporate PR Media relations
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We carry out PR strategies – from preparing the concept, to its development and evaluation.
CLIENTS WHO HAVE TRUSTED US 8
OUR ACHIEVEMENTS 9
AGENDA
About us
Management
Marketing
CSR
PR
Special events
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PARTNER AND CO-FOUNDER OF THE AGENCY
Katarzyna Pawlikowska She is an expert in female motivation. Co-founder of Garden of Words, the first agency in Poland specializing in marketing communications to women. She is the author of the first Polish publication on marketing to women „Do you feel it? On female communication and marketing to women” (CeDeWu, 2011). She belongs to the board of experts at THINKTANK.
She is an expert in creating complex communication strategies, building and strengthening media relations and communications management, i.e. crisis communication. After graduating from the Jagiellonian University and becoming a sworn translator in Italian and French for many years she worked as Marketing Director in Polish and international companies, i.e. Kolastyna Group. She broadened her knowledge in the fields of marketing and communication in countries such as France, the Netherlands, the USA and Italy. She worked with the directors of Fiat Auto Poland and Nu Skin Enterprises and was recognized and awarded for her work in PR. She was Account Director in one of the largest PR Agencies in Poland. She is an expert in female motivation and a specialist in creating complex communication strategies, including crisis management strategies. She is a member of the Opera Viva Association and a sworn translator in French and Italian.
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PARTNER AND CO-FOUNDER OF THE AGENCY
Aleksandra Nieściuszko-Bujnicka She is a specialist with 16 years of experience in the communication of products for women. An expert in interactive marketing, ambient events and events. She gained her experience working for Laboratorium Kolastyna S.A. for 7 years, where for 5 years she worked as PR and Marketing Director. She was co-responsible for the success of the Kolastyna sun product line. She also worked as PR and marketing Director at FK Miraculum SA and was responsible for communications in Poland, Western Europe and CEE: Lithuania, The Ukraine and Russia. For two years she worked as a freelancer supporting Polish brands in the cosmetics industry. She was acknowledged by the Beauty Forum twice for carrying out the best marketing communications strategy in the cosmetics sector, i.e. for the Kolastyna sun product line in 2005. In 2006 she received the Manager of the Year Award in the ”Product of the Year” competition.
She also worked in one of the most renown PR agencies in Poland (where she supervised projects carried out for P&G) and later co-founded Garden of Words. Cosmetology is her passion. She is a fan of Portuguese islands and Polish lynx.
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AGENDA
About us
Management
Marketing
CSR
PR
Special events
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Marketing
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Marketing strategy using female communication codes ”Breasts forward” Chantelle
Challenge: • Cost-free positioning of the Chantelle Paris brand as an expert in brafitting.
Strategy: • Positioning the Chantelle brand as an expert in brafitting that helps women feel beautiful and comfortable, • Using the CZUJESZ? (Do you feel it?) communication codes (i.e. basing on the sense of community, trust
and openness to education), • Media relations, • Founding the Chantelle club, • Launching a special workshop for employees of stores and shops that carry Chantelle lingerie, • Concept creation and organizing the Grand Brafitting Day (choosing female ambassadors of the projects who have a warm image, yet don’t have perfect figures; working with the self-help magazine
”Claudia”). Results: • The success of the project created a trend for brafitting in Poland and became a benchmark for competition. • Chantelle Paris became an expert worth trusting, • Several hundred clippings appeared in the media (i.e. TVN, TVN Style, TVN Warszawa, Super Stacja, Claudia, Naj, Rzeczpospolita, Radio Złote Przeboje), • AVE of the last project: over 5 mln PLN.
The project proved to be such a success in 2008
that it was introduced in Taiwan and
several European countries that sell Chantelle lingerie.
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Marketing strategy using female communication codes ”MLECZNY START SUPPORTS SUPER MOMS”
Challenge: • Changing the strategic approach to the product, which was available on the market for several years (however its sales were
low). Strategy: • Repositioning the product and changing the stigmatizing communication that presented Mleczny Start as a product for poor
and malnourished children. The product was presented as a nutritious and affordable meal that can be served by any mom, • Refering to women’s strongest assets, namely caring for children and making a difference in the world. What was underlined in
the communication was the fact that the brand „acknowledges how women care for their children and what wonderful mom’s they are – every mom is a super mom”,
• Acknowledging mothers who treat a child’s proper diet as a key element in caring for their future. The program was based on the Institute of Mother and Child’s expertise. The institute provided mothers with key information helping them always be a „super mom” and be able to share their experience with other mothers.
Results: • When the product was launched in 2006 its sales amounted to 13 000 portions daily. In 2011 the sales amounted to over 120
000 portions daily! • Research shows that 27% of the product’s sales reach low income families) with an income of under 799 PLN per person (which is proof for the product’s mission), • Thanks to the success of the project, a new product under the ”Mleczny Start” brand was introduced onto the market, as well
as an educational campaign.
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The strategy for the largest 2010 CRM ecological campaign in Poland! ”MY STRONG TREE”
Challenge: • The ecological CRM campaign changed the approach of Poles to ecological issues and the way the Żywiec Zdrój brand is perceived. Strategy: • CRM program based on emotions that build proximity to the brand. Gender communication codes were used to
reach a wide group of consumers, • Communication to women was based on the women’s need to do good, to create social ties and to trust
authorities. It also used the female ability of ”web thinking” through: - Diversifying the communication channels, adjusting the messages (PR, TV, BTL, WOM) - Giving the program a ”lifestyle” touch and creating an environmental trend - Creating the Tree Friends Club (with such ambassadors as Father Knabit or Kayah) - Cooperating with Fundacja Nasza Ziemia (Our Earth Foundation) and Lasy Państwowe (State Forests) – trustworthy partners - Building the loyalty especially of female consumers by associating values that are important to them with the values important to the brand.
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Results: • In view of the project’s huge success, 4 subsequent editions of the undertaking were organized. Each edition resulted in a spectacular outcome. Below is an example of the results, from 2011: Image effect (SMG/KRC) – in relation to 2010: • Indicator increase for the ”brand that cares for nature”:11 % • Indicator increase for the ”responsible brand”: 9% • Indicator increase for the ”brand that cares”: 5% Webuser involvement: • Nearly 5 000 000 www.postronienatury.pl visits • 442 995 virtual trees planted; 563 899 unique users Media effects: • Over 350 positive publications (i.e. Gala, VIVA!, Show, Claudia, Party, TVN Style, TVP 3), with an AVE of 830 000 PLN.
Brand competition interest and project involvement: • Nearly 300 grant applications (compared to 170 in 2010), 15 out of which received subsidies amounting to 125 000 PLN • Nearly 3 000 people and 40 institutions involved in the grant projects • 360 000 votes cast on 802 art projects created by school and pre-school students • Nearly 3 000 participants of the Grand Tree Planting Day
19 The strategy for the largest 2010 CRM ecological campaign in Poland! ”MY STRONG TREE”
CONSUMER CONTEST TESCO FOR SCHOOLS
Challenge: • Distinction in a large number of consumer contests targeting schools, • Building the awareness of the Tesco for Schools brand as a program that supports Polish schools, • Building Tesco’s image as a brand that cares for the environment, is responsible and helps solve social issues
important to local communities. Strategy:
• Organizing the national contest for elementary and middle school students, based on unique and fun environmental lessons through the website www.tescodlaszkol.pl that served as the project’s platform,
• Activities supporting the contest’s communication, i.e. preparing the website, working with media and meritorical partners, experts, organizing additional contests for web voters and contests in regional media outlets,
• Communicating with the contest participants through the contest hotline. Results (2011 results): • 602 team submissions, involving over 3000 children from over 300 cities in Poland, • Over 3 700 000 website contest views with 668.000 unique users, • 401 907 internet voters, • 71 332 artwork recommendations.
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WORKING WITH BLOGGERS TCHIBO
Challenge: • Raising awareness of the Tchibo concept stores (store and online sales), • Promoting the products available in Tchibo stores around Poland and on Tchibo.pl. Strategy: • Working with Polish food, interior design and lifestyle bloggers, • Testing the Tchibo products and organizing consumer contests. Results: • Large blogger interest in the contests, • Large blogger reader interest in the contests (up to a couple hundred contest submissions in each contest),
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SOCIAL MEDIA FACEBOOK – TK MAXX FANPAGE
Challenge: • Moderating the brand’s fanpage basing on posts relating to fashion, art and culture inspirations. Strategy: • Creating a concept of contests and applications with awards, such as: ”Win a shopping spree at TK Maxx” – a weely
contest with awards for the most interesting posts on fashion (over 100 participants each week), • ”Become TK Maxx’s star” – an in-store consumer contest. Clients had a chance to have their photo taken against a TK
Maxx backdrop and posted on the brand’s profile through a special application. Webusers voted for the most interesting fashion outfits. 10 of the best outfit owners received awards.
Results: • Within 6 months of managing the profile, the numer of TK Maxx Facebook users rose 70%! (from 13 000 to 21 000).
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SOCIAL MEDIA TWITTER – ”NIVEA SOCCER SCHOOLS”
Challenge: • Using social media to promote the program – raising the reach and awareness of the initiative, and increasing social
involvement, • Creating a communication strategy targeting Twitter users – a unique and non-standard target group. Strategy: • Recommending using an interesting social media application, as well as inspiring and attractive profile content, • Creating 3 profiles: an official ”NIVEA Soccer School” profile and two brand hero profiles: of a father and son – soccer
fans. The brand heroes hold a virtual dialogue with one another. They comment on the latest soccer news creating a non-standard method of communication,
• Launching the first application in Poland integrated with Twitter that enables webusers to create a story plot by sending tweets. The most creative tweets were awarded.
Results: • Generating buzz and adding 200 followers to the profile (June-July 2012), • Over 300 site visits through the application, over 500 application views within a month; one in five visitors returned to the
application, • Interacting with the top sports journalist and blogger (top influencer), Michał Szadkowski, • Reaching over 22 000 Twitterers.
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CREATING AND PRODUCING PROMOTIONAL MATERIALS
We offer the creation and production of promotional materials, such as posters, diplomas, catalogues, as well as unique gadgets and deliver them to the recipient.
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PRODUCING PROMOTIONAL VIDEOS
Viral videos – coverage of the ambient event for the ”NIVEA
Soccer Schools” project
A video presenting the next edition of Tesco for Schools
program „Ecorevolution” in 2011
* Films can be sent upon request
A video created for the educational campaign „Mom, Dad I prefer water”
for Żywiec Zdrój
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PHOTO SHOOTS
Creating and producing product photo shoots – creative shoots, as well as packshots.
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AGENDA
About us
Management
Marketing
CSR
PR
Special events
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Corporate Social Responsibility
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POWERED BY BREAKFAST A nationwide elementary school educational program
Challenge: • Creating and organizing a unique nationwide elementary school educational program to promote children’s healthy diets and eating breakfasts, • Organizing and promoting the Partnership for Health, a coalition formed to fight malnutrition and malnourishment among children, • Engaging 100 schools from each voivodeship. Strategy: • Establishing November 8th as the Polish Healthy Breakfast Day, • Building the program’s credibility by engaging partners such as: The Ministry of National Education, the Ministry of Health,
regional education authorities, • Creating the website www.sniadaniedajemoc.pl – a registration and contest platform for schools and source of information
about the program, • Preparing educational materials for teachers helping them teach about healthy breakfast, • PR activities in national media (including television), regional media, as well as social media, • Organizing a nationwide contest for schools and teachers. Results: • 2474 schools took part in the program, including 4046 classes, • Honorary program patronage: The Ministry of National Education, the Ministry of Health and 8 regional education authorities, • Media partners: TVP2, Głos Nauczycielski, O szkole.pl, Maluchy.pl. • 207 media publications (including 17 on TV: TVP, Polsat, the radio: Radio ZET, RMF FM, PR I and PR III ) • AVE: over 1 100 0000 PLN!
WINNER OF THE 2012 STEVIE AWARD!
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TESCO FOR SCHOOLS ”FILMING ECOMANIA” Student ecological education
Challenge: • Building the Tesco for schools brand awareness – the program supports Polish schools, improves learning conditions and instills positive social attitudes, • Building Tesco’s image as a responsible and caring brand that cares for the environment and gets involved in solving local community issues, • Educating students about ecological issues and encouraging them to care for the environment. Strategy: • Creating a new program concept basing on combining the children’s fascination with new technologies with the trend for
being ecological, • Using patriotic elements in the communication and basing on people’s need to do good in the world, as well as parents’ will
to create a better future for their children, • Popularising the program through local communities by involving family and friends to vote in the program.
Results:
• The project was acknowledged in the 8th edition of the daily Gazeta Finansowa’s CSR report, as well as the Responsible Business Forum’s report ”Responsible Business in Poland 2010. Good practices”. The program was also awarded a Stevies Award for the best CSR campaign in the world.
WINNER OF THE 2011 STEVIE AWARD!
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TESCO FOR SCHOOLS ”ECOREVOLUTION” Student ecological education
Challenge: • Appointing the contest participants (students) as ecological ambassadors, • Building Tesco’s image as a responsible brand and raising the company’s awareness. Strategy: • Involving students, teachers and local communities in ecological activities, • Building a civil society, where everyone is responsible for his or her own self, as well as their town or city they live in, • Building the program’s credibility through the patronage of Our Earch Foundation, the Ministry of Education, The
Ministry of the Environment, • Developing the website www.tescodlaszkol.pl – a source of information and a registration and voting website for the
contest, • Organizing events in Tesco locations– shopper marketing, • PR activity in the media. Results: • 359 ”ecorevolutions” carried out, 58 000 participants in the ecofilms, • 1 993 804 internet votes, 60 794 votes cast on the best ecofilm, • 645 publications in nationwide and regional media.
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Challenge: • Creating the concept and organizing the nationwide educational campaing to inform parents about how hydration affects
children’s health, • Fighting the stereotype that water is a beverage devoid of vitamins and minerals. Strategy: • Building awareness and credibility of the program by reaching key opinion leaders, women and lifestyle media, as well as TV (TVP 2), • Reaching the target group directly through consumer events, ambient events and family picnics. Results: • 470 publications, i.e. in Panorama and TVP 2 – the breakfast program ”Pytanie na śniadanie”, • AVE of 973 000 PLN.
MOM, DAD I PREFER WATER Nationwide educational campaign
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Challenge: • Raising awareness of the role of trees in our lives and convincing Poles that planting trees is an activity that directly affects
every human being, • Breaking the stereotypes of the way people are informed about ecological issues. Strategy: • Involving a plethora of people and organizations in the undertaking – ecological organizations, federal institutions, NGOs, media
and celebrities, • Involving celebrities, who encourage others to care for the environment, • Organizing activities that involve positive emotions and engage the consumers in the campaing (ambient events, the Grand
Tree Planting Day), • Speaking about environmental care in an attractive and comprehensive way. Results: • 300 positive publications with a total AVE of 725 000 PLN, i.e. in Gala, Viva!, Show, Claudia, Party, TVN Style, TVP 3, • The campaign involved over one million people to plant over 440 000 virtual trees and launch local environmental projects, • Three million trees have been planted in the Beskid Żywiecki region.
ON NATURE’S SIDE Nationwide educational campaign
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Challenge:
• Building NIVEA’s image as a brand that cares for children and their families through the social campaign ”100 playgrounds celebrating 100 years of NIVEA”.
Strategy:
• Building the awareness of the campaign celebrating 100 years of NIVEA by using emotions in the communication to national and regional media,
• Strengthening ties with local communities and choosing the most involved ”Local Heroes”,
• Preparing special gift packs for local authorities to encouraging them to take part in the launch of the playgrounds.
Results:
• Positive feedback regarding the campaign and strong local authority involvement,
• Generating 400 publications in the press and online,
• AVE: 290 000 PLN.
100 PLAYGROUNDS CELEBRATING 100 YEARS OF NIVEA 35
NIVEA SOCCER SCHOOLS
Challenge: • Building NIVEA’s image as a caring brand that is socially involved, understands its consumers and helps ensure the proper
development of children.
Strategy: • Basing the project on the care for a child’s complex (mental and physical) develpment, involving parents and local
communities in discovering and developing children’s passions and interests without underlining the competitive aspect of sports,
• Informing parents about their role in the physical and mental development of children: ”Parents are the first trainers and fans of every child”; expert support: a child psychologist and physiotherapist,
• Complex and proactive media relations (national and regional media) consisting in communicating the importance of a healthy lifestyle and complex development of every child through soccer trainings,
• Organizing the conference launch, mobile ambient events, and trainer workshop press events, • Reaching new target groups – launching a Twitter campaign to reach local authorities, trainers and schools.
Results: • 871 online publications, 136 press publications, 38 TV apearances (Feb- Aug 2012). AVE 1 234 689,28 PLN.
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AGENDA
About us
Management
Marketing
CSR
PR
Special events
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Brand PR
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TIMOTEI
Challenge: • Changing the perception of Timotei and its products from a family brand to a modern expert brand that combines natural
products with innovative technology from the beauty sector, • Positioning Timotei as an expert in hair care that uses knowledge and its expertise to answer to the needs and
expectations of millions of women from around. Strategy: • The pro-active press office placed the brand’s products in women, lifestyle and self-help media emphasising the trend for
natural products combined with new technologies that respond to women’s needs and expectations, • Organizing a press conference, one-to-one meetings with journalists, preparing creative press packs. Results: • Over 200 publications about Timotei’s products, • 58 journalists attended the press conference, • Timotei products appeared in new beauty items columns, as well as in articles regarding beauty care.
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CLEAR
Challenge • Positioning the CLEAR brand as one from the medical sector (dandruff treatment and prevention), as well as the beauty
sector, • Building CLEAR’s image as a modern brand that uses the latest technology and research to create innovative hair care
products, • Building CLEAR’s image as an expert in dandruff treatment. Strategy: • Managing the press office and media relations targeting women, men, lifestyle and self-help media, • Organizing individual meetings with journalists, preparing creative press-packs and targeting consumers through contests. Results: • Between June and September of 2010 CLEAR appeared in the media more often than its main competition – Head &
Shoulders, who bases on a long-term and complex PR and marketing strategy, • 150 publications about CLEAR products, • CLEAR Men ActivSport 2 in 1 shampoo received the Men’s Health magazine ”Product of the year 2010” award for ”Best
anti-dandruff shampoo”
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TCHIBO
Challenge: • Building media and consumer awareness of the uniqueness of Tchibo’s products, • Positioning Tchibo as an expert in the coffee sector, as well as a specialist in espresso machines, • Promoting Tchibo concept stores, which are a combination of cafes, coffee stores with a store. Strategy: • Managing the brand’s press office and media relations directed towards women, lifestyle and self-help media, • Organizing one-to-one meetings with journalists, preparing press packs, organizing press conferences and contests for
journalists and consumers. Results: • 459 publications in 2011, • AVE in 2011 reached nearly 1,3 mln PLN.
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AMBI PUR
Challenge: • Convincing female consumers that Ambi Pur fragrances aren’t only air fresheners, but are also decorative elements
of any interior – Ambi Pur gives interiors a special touch. Strategy: • Changing the perception of Ambi Pur from a brand that produces detergents to a producer of premium household
products, • Conducting PR activity positioning Ambi Pur as a brand that completes interiors, placing the brand in interior design
and women media, • Calling women’s attention to choosing a fragrance that fits their personality the best way possible and gives pleasure. Results: • The Return on Investment for all Ambi Pur activity (including the promotion of the Puresse and Car brands) was
extremely high, • AVE 252 910,65 PLN.
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TK MAXX
Challenge: • Building awareness of TK Maxx’s off-price concept among journalists and stylists and educating the target groups
about the brand, • Fighting the stereotype that the brand is an outlet. Strategy: • Raising the awareness and trust of the brand through pro-active press office activity, i.e. cooperaing with TV
stations, as well as nationwide press publications, stylists, fashion journalists, celebrities, as well as activity in social media and organizing competitions in national and regionial media.
Results: • Within one month of rendering PR services (12 months), the agency generated over 1142 clippings (i.e. coverage
in Dzień Dobry TVN, TVN Style and Eska.TV) with an AVE of 746 551 PLN!
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ACTIVIA
Challenge: • Raising the brand awareness amongh the product’s target group, strengthening relations with consumers and building
awareness of the 30 day activia program. Strategy: • Activia – a friend who advises and helps – warming the brand’s image through communicating the ”Poczuj się i wyglądaj dobrze na wiosnę z Programem Activii” program (Feel and look good in Spring with Activia’s program) as an
efficient tool that helps on a daily basis, • Building relations with women and lifestyle media journalists through organizing informal meetings in editorial offices –
presenting the program and the product, • Sending creative press packs containing the product, as well as the program’s expert advice. Results: • 24 publications, • 80 089 PLN AVE.
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MAESTRA
Challenge: • Building awareness of the MAESTRA brand among consumers and key opinion leaders,
• Building awareness of the product to increase sales.
Strategy: • Baking and decorating is an art and MAESTRA is a perfect partner for modern women who want to cook with pleasure,
• Creating a link between functionality of the product and the positive emotions it evokes,
• Reaching journalists from women and lifestyle media by organizing a unique press conference – the event took place in
Teatr Kamienica and revolved around the art of baking.
Results: • Nearly 50 journalists were present at the press conference, • Numerous publications appeared in nationwide women and lifestyle publications within just 2 months of promoting the
product.
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ŻYWIEC ZDRÓJ I CARE FOR MYSELF, I DRINK WATER
Challenge: • Positioning the Żywiec Zdrój brand as an expert supporting healthy eating habits, • Encouraging consumers to drink water, promoting a healthy lifestyle, • Relaunching the 0,7 l bottle. Strategy: • Using the correlation between the changing seasons and the need to regenerate the body and gain energy in Spring, • Preparing a special water calculator application, involving nutritionist – Iza Czajka and Ania Dąbrowska, a psychologist –
Małgorzata Ohme, a stylist – Wiganna Papina and fitness trainer – Michał Gronowski to create expert materials ”Follow nature to make the best of it in every season”,
• Organizing non-standard one-to-one meetings with health and new products journalists in spas. Results: • 62 publications with an AVE of 192 622,40 PLN.
Show Claudia
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ELITE – LASER AND BODY SHAPING CENTRE
Challenge: • Positioning Elite as an expert in body shaping and in the fight against ageing, • Building and strengthening ELITE’s image as a clinic ofering a wide range of anti-ageing services and the best medical care
in a discrete and comfortable atmosphere. Strategy: • Building awareness of the brand and showcasing the benefits of particular services offered by Elite, • Media relations – working with women, lifestyle and self-help journalists, • Organizing press meetings and preparing press materials about the latest services offered by the Centre, • Engaging the Centre’s ambassadors: Ewa Kasprzyk and Agnieszka Cegielska, • Expert positioning – strengthening the image of professionals working with Elite. Results: • Numerous women and lifestyle media publications, • AVE 856 000 PLN (within 10 months), • Working with celebrities who often used the Centre’s services.
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CONSUMER CONTESTS YOUNG CREATIVE CHEVROLET
Challenge: • Managing the first Polish edition of the European contest Young Creative Chevrolet targeting art students specializing
in the contest categories: fashion, film, photography and visual arts, • Reaching lifestyle media with the contest’s idea, • Highlighting the first Polish edition of the contest that has been taking place in Europe since 2007. Strategy: • Working with recognized Polish and international artists who became the contest’s ambassadors: Karolina Zmarlak,
Arkadiusz Jakubik, Michał Łojewski and Katarzyna Sagatowska. The experts gave interviews, took part in photo shoots and generated a number of articles about the contest, underlining the need to promote young artists in Poland,
• Organizing an award ceremony combined with an exhibition of the artists’ works.
Results: • Around 200 press, online and radio clippings, i.e. Zwierciadło, Malemen Magazine, THINKTANK Magazine and Digital
Camera, • AVE - 235 756 PLN.
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Internal PR
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TCHIBO
Challenge:
• Organizing regular events and contests for Tchibo employees in Warsaw, such as the: ”Focused on the client” contest, the ”Green week” event and Tchibo Warsaw’s 20th anniversary.
Strategy:
• Strengthening the involvement and motivation of Tchibo Warsaw employees through strategic activities and promoting behaviors compliant with the company’s policy,
• Ambient events and events integrating the employees,
• Contests verifying the knowledge about the company,
• Exhibitions, events and non-standard activity.
Results:
• Employees have started engaging in the company’s events. Each year more and more employees take part in contests and special events prepare by Tchibo,
• 250 Tchibo Warsaw employees took part in this year’s edition of the contest ”Focused on the client”.
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Challenge:
• Involving employees of factories in Cięcin and Mirosławiec, as well as the Warsaw office in CSR activities.
Strategy:
• Using emotions to communicate the program – refering to the experiences of the target group, local patriotism and the sense of responsibility for the environment,
• Contests on the knowledge of activities conducted by the company,
• Enabling the employees to participate in the campaigns and promoting social behaviors.
Results:
• Over half of the employees engaged in the campaings, took part in the contests and planted
trees with their families.
ŻYWIEC ZDRÓJ S.A. 53
TIMOTEI
Challenge:
• Informing Unilever employees about the relaunch of the Timotei brand by offering a unique way of internal communication,
• Strengthening the slogan – ”Timotei is now made entirely with natural extracts and oils”.
Strategy:
• Organizing activities underlining the brand’s benefits in a unique way,
• Branding placed in communication passages, restrooms, cafeterias; preparing a special branded menu and branded gadgets,
• Organizing contests for employees that communicated the benefits of the product.
Results:
• Over 70 % of the employees gave positive feedback of the activities and were able to name the benefits of the new products.
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CHRISTMAS PARTY DANONE
Challenge:
• Preparing a Christmas party for employees and key opinion leaders at Danone.
Strategy:
• Organizing a Christmas dinner in a warm and friendly atmosphere that integrated the employees,
• The event had a 1920s theme visible on the invitations, location’s decor (the event was organized in Willa Valadier), games (i.e. roulette) and the 1920’s jazz bands, as well as gift pakcs handed out at the end of the night.
Results:
• The event lasted all night and the guests had a great time playing the games and
taking part in the evening’s entertainment.
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PROMOTING VOLUNTEERING KOMPANIA PIWOWARSKA
Challenge:
• Encouraging employees of Kompania Piwowarska’s Warsaw office to engage in volunteer activities and two selected volunteer programs. The activities were directed at employees of the Warsaw office due to their lack of engagement in benevolent activities (this was caused by their recent transfer to Warsaw from other parts of the country).
Strategy:
• Preparing a unique teaser to build emotions: handing out Jericho roses to the employees with the slogan ”Water the plant and you’ll see how large the effects of a small gesture can be” – promoting the idea that even the smallest help can help those in need,
• Organizing a unique event with a special art installation and improvisational theater ”Klancyk”, to communicate the idea of voluntary work. Preparing a photography exhibition that showed the company’s voluntary work in the past 13 years, as well as voluntary organization stands, where employees were informed about volunteer work.
Results:
• The company’s employees were eager to engage in the voluntary activities.
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Corporate PR
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Challenge:
• Building Żywiec Zdrój S.A.’s image as a leader in the segment of bottled water and a producer of high quality products that respond to consumer needs,
• Building the company’s image as a socially involved brand.
Strategy:
• Building the brand’s leader image by presenting the company’s sales,
• Submitting applications to national contests in best practices, best employer and best product categories,
• Communicating the high quality and standards of production,
• Building the image of an expert through the employees.
Results:
• 152 publications in just 6 months,
• 154 886 PLN AVE.
ŻYWIEC ZDRÓJ S.A. 58
Challenge:
• Building credibility and awareness of the Partnership for Health as a leader in CSR among: business representatives, NGOs, academics in Poland and Europe.
Strategy:
• Reaching beneficiaries with the Partnership for Health’s message. The beneficiaries included: students and professors, businessmen, key opinion leaders and CSR organizations,
• Taking part in the most important CSR events in the country – trade fairs, conferences, meetings with top social economy experts,
• Submitting the Partnership for Health’s applications to contests and reaching the media with corporate information about the Partnership for Health through such events,
• Submitting the Partnership for Health’s case study to professors and targeting students through special events, trade fairs and conferences at universities.
Results:
• The Partnership for Health was economist and Nobel laureate Muhammad Yunus’s partner during his trip to Poland,
• Lectures at the largest economic universities in Poland,
• The Partnership for Health was awarded the 2011 Benefactor of the Year award, was mentioned in the 10th CSR report published by the Responsible Business Forum and was nominated for the 2011 Sabre Award for the program Powered by Breakfast that promotes healthy eating habits
• The Partnership received the 2012 Stevie Award for best European CSR campaign,
• 202 publications in the media, i.e. Rzeczpospolita, Puls Biznesu, The Guardian.
THE PARTNERSHIP FOR HEALTH 59
AGENDA
About us
Management
Marketing
CSR
PR
Special events
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Events
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GRAND BRAFITTING DAY ANNUAL EVENT IN ZŁOTE TARASY
Challenge: • Informing women about the concept of brafitting and building an emotional tie between the consumers and the Chantelle brand. Strategy: • Presenting the issue of ill-fitted lingerie and the influence a good bra has on the body shape, posture, back, wellbeing and attractiveness, • Creating an intimate, yet casual atmosphere, where women can try on bras, speak with experts and listen to celebrities speak about beauty and breast care. Results: • The event introduced the concept of brafitting to Poland making it fashionable, • Each event was widely publicised by the media, whereas the AVE of the last event amounted to approximately 2 mln PLN. The amount was reached thanks to the cooperation with strategic media outlets, • Each year the event was attended by a couple hundred participants, including such celebrities as Katarzyna Zielińska, Joanna Racewicz, Monika Mrozowska, Anna Maruszeczko, Viola Śpiechowicz, Agnieszka Cegielska, Małgorzata Socha, Justyna Sieńczyłło, Katarzyna Żak, Katarzyna Walter, Ewa Kuklińska, Katarzyna Lengren, as well as journalists.
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Due to the success of the
project in 2008 the project was implemented in other countries
in Europe, as well as Taiwan.
TK MAXX STORE OPENINGS
Challenge: Creating the concept and organizing two promotional events at TK Maxx stores: • VIP shopping at Matarnia Shopping Centre in Gdańsk, • TK Maxx’s first birthday in Warsaw. Strategy: • Organizing meetings for key opinion leaders in Gdańsk, Gdynia and Sopot, combined with exclusive shopping in the new
TK Maxx location, • Engaging celebrities (Grażyna Wolszczak, Karolina Malinowska, Dorota Wiliams), • Working with the celebrity stylist Tomasz Jacyków, who advised clients on their style. Results: 80 guests took part in the events, i.e. journalists from national and regional media.
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GRAND TREE PLANTING DAY EVENT
Challenge: • Creating the concept and organizing the Grand Tree Planting Day in 2009 (Beskid Żywiecki), 2010, 2011, 2012
(Węgierska Górka) for Żywiec Zdrój S.A. Strategy: • Involving a large number of tree lovers in Poland in ecological activities i.e. planting one million new trees. These people
included celebrities, governmental workers, regional authorities and organizations, as well as local communities), • Organizing arts and crafts fairs with pottery, sculptures and blotting paper items for sale, • Organizing eco-competitions, workshops as well as the ”Power of music from the Highlands” („Siła muzyki z gór”) concert
involving folk groups, • Organizing Kayah and Zakopower’s concerts. Results: • Each year the number of Grand Tree Planting Day participants grew. The event was attended numerously by local
communities, the firm’s employees, as well as guests.
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WATER DAYS WITH ZDROJEK EVENTS
Challenge: • Organizing family picnics ”Water days with Zdrojek” in Wrocław, Poznań and Warsaw. Each event was preceded by
promotional activity. Strategy: • During the events, children had a chance to descover the unique world of water with Zdrojek – the campaign’s mascott, • The children took part in experiments with water, soap bubble shows, as well as educational games and water contests, • Parents got a chance to participate in the consultations with nutritionists i.e. from the Institute of Mother and Child who
answered questions about a child’s healthy diet and gave advice on how to encourage children to drink water, • The picnic was attended by celebrity partents, including Natalia Kukulska, Paulina and Maciej Kurzajewski, Natalia and
Paulina Przybysz, Olga Borys with Wojciech Majchrzak and Bartosz Obuchowicz accompanied by Katarzyna Sobczyńska.
Results: • The picnics were numerously attended in each of the 3 cities, • Zdrojek, the campaign mascott, evoked positive emotions among children and their parents, • The picnic participants eagerly took part in games with water, as well as the consultations with experts.
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NIVEA EVENTS
Challenge: • Creating the concept of a press conference that would introduce the company’s new products onto the market in an
attractive way, • Strengthening the relations with beauty journalists. Strategy: • Uderlining the uniqueness, expert qualities and benefits of the products, • Underlining the product key messages throughout the conference, from the invitations, to the location choice, product
presentation and media gift, • Working with special guests who underlined and refered to the product’s benefits. Results: • Thanks to the attractive and non standard form of the event the journalists numerously attended the conferences. The
interesting activities organized helped discover the brand and its products. In effect, many positive publications on the NIVEA products were generated.
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TREES GIVE TICKETS AMBIENT EVENTS
Challenge: • As an element of the ”On nature’s side” campaign happenings were organized in selected Polish cities to educate people on
the importance of trees in our lives, • The event participants moved around the cities. Strategy: • Animators dressed as trees (a pine, a sycamore, a fir, a beech and a larch) educated Poles about the role of trees in our
lives, informing them about the campaign, its idea and encouraged the passers-by to plant and care for trees. Results: • People engaged in the event numerously and supported the event by leaving their fingerprints on a special commemorative
board, • AVE 69 370,00 PLN.
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NIVEA SOCCER SCHOOLS IN POLISH CITIES AMBIENT EVENTS
Challenge: • Motivating local communities to cast votes on schools taking part in the ”NIVEA Soccer Schools” program, • Building awareness of the project among Poles by strengthening the emotional ties with the NIVEA initiative, • Inspiring journalists from regional media to write about the program.
Strategy: • Happenings in the form of walks, during which the football freestyle expert, CLYDE, performed soccer tricks. At the same
time children and trainers from local schools were joined by an animator to encourage passers-by to vote, integrate and take part in soccer activities,
• Organizing ambient events in three Polish cities: Białystok, Katowice and Rzeszów, • The call to action was combined with informing people about the programme through the distrubution of leaflets. Results: • Creating interest of the campaign among webusers, which resulted in the encouragement of local communities to take part in the ambient events. Thanks to this, all of the schools that took part in the events were admitted to the ”100 NIVEA Soccer Schools” programme, • Publications in key regional media outlets.
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DANIO HUNGRY FOR VICTORY AMBIENT EVENTS
Challenge: • Building awareness and creating the ”wow effect” around the limited edition of the ”Little hunger” mascotts in the
”Hungry for Victory” campaign. Strategy: • Organizing dance ambient effects in Warsaw, Poznań, Wrocław and Gdańsk to promote the campaign. The dancers
performed the special ”Hungry for Victory” dance prepared by Danio and distributed leaflets inviting people to the events,
• Building interest around the campaign’s events by organizing ambient events with local dance schools and distributing leaflets.
Results: • People were interested in the events in each city visited (the ambient events were organized during the EURO 2012
games).
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Selected fashion shows
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CHANTELLE PARIS FASHION SHOW
Challenge: • Communicating the start of Chantelle Paris’s communication with the brand’s new ambassador, internatioinal supermodel,
Stephanie Seymour and strengthening Chantelle’s image as an expert in lingerie design and brafitting. Strategy: • Organizing a special Chantelle lingerie Fall-Winter 2007/2008 fashion show for journalists. The event was a means to
speak about the history of lingerie and fashion in the 1980s, a time when Stephanie Seymour shot to fame. Stephanie Seymour’s Polish superstar equivalent, Małgorzata Niemen, was also present at the event.
Results: • The event was attended by over 100 people despite assumptions that a maximum of 70 people would attend. After the event, meetings with top Polish stylists and editors were organized. As a result, many publications about the event and Stephanie Seymour appeared in Pani, Gala, Avanti, Exclusive, Modna Bielizna, Twój Ślub and TVN Style.
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PASSIONATA FASHION SHOW
Challenge: • Reaching women in the Złote Tarasy shopping mall.
Strategy: • Organizing a fashion show underlining the brand’s feminine and sultry style, • Reaching the mall’s shoppers through organizing contests that attracted their attention, • Supporting sales of the brand’s products in the ”Buduar” boutique in Złote Tarasy. Results: • In 2 days 10 Passionata fashion shows and contests helped create interest around the brand’s offer in Złote Tarasy’s boutique selling Passionata lingerie.
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Celebrities
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BRAND AMBASSADORS
Challenge: • We often work with celebrities to strengthen the brand’s image. Strategy: • Thanks to our great relations with celebrities from Poland and abroad we are able to engage the most appropriate
celebrities for chosen brands and products. Results: • We have worked with numerous celebrities including Anna Popek, Irena Santor, Sebastian Karpiel-Bułecka, Halina
Mlynkova and Łukasz Nowicki, Dorota Wellman, Paulina Smaszcz-Kurzajewska and many more.
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VIPs
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Challenge: • We often work with celebrities to raise an event’s visibility. Strategy: • Thanks to our great relations with celebrities from Poland and abroad we are able to engage the most appropriate celebrities
for chosen brands and products. Results: • We have worked with such celebrities as: Małgorzata Socha, Martyna Wojciechowska, Hubert Urbański, Reni Jusis, Natalia Kukulska, Dorota Wellman, Marcin Prokop,
Katarzyna Zielińska, Lidia Popiel, Wojtek „Łozo” Łozowski, Marzena Rogalska, Grażyna Wolszczak, Katarzyna Walter, Sebastian Karpiel-Bułecka, Paulina and Maciej Kurzajewski, Natalia and Paulina Przybysz, Olga Borys, Wojciech Majchrzak, Bartosz Obuchowicz, Karolina Malinowska, Dorota Wiliams, Tomasz Jacyków, Monika Richardson and many others.
The following offer and its content are the intellectual property of Garden of Words and are strictly confidential. The information presented hereby, without a written confirmation from Garden of Words can only be used in the process of selecting the best bid in the tender offer for public relations and marketing communication services. In the case in which the services of Garden of Words are not selected the agency does not approve transmitting, revealing or using any part of the hereby offer as all rights are reserved and the economic information used is strictly confidential and has trade secret status according to Article 11, section 4 pursuant to the Act of April 16th, 1994 on the elimination of unfair competition (Journal of Laws of 2003 No. 153, item 1503).
LEGAL DISCLAIMER
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We look forward to working with you!
Garden of Words ul. Nałęczowska 52 02-922 Warszawa
Tel. +48 22 829 85 72 Tel./fax. +48 22 826 87 53
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