PUBLIC RELATIONS PROPOSAL

Building visibility and spark conversations for Ribbon Consulting

Dear Ribbon Consulting,


I speak for the company when I say, we wholeheartedly believe an effective public relations campaign is the strongest decision you have made to invest in your future. With complete transparency in our thoughts and motives throughout this proposal, we do truly believe we match the discussed vision and expertise needed to move your company ahead. After discussing and identifying the needs/pain points of your clients, we endeavour to aid you in achieving your projected visions.

We appreciate your time, and I look forward to your thoughts on this proposal!

It's not enough to sit and wait, hoping that running your business with integrity leads to word-of-mouth growth. 



You need to be at the forefront, and Suncape Consulting knows exactly how to achieve modern-day results.

- Evolution Marketing

Executive Summary

PR can and will re-establish Ribbon Consulting as a reputable, industry leader.

Ribbon Consulting has developed a reputable status over the last 50 years. However, an incredible reputation can quickly be saturated by skilled competitors utilising both digital and traditional PR tactics to gain more exposure and brand awareness than what has been previously accessible. New crafty brands have been encroaching on Ribbon Consulting's market share through clever avenues and Ribbon Consulting's brand has lost visibility in the years past.
The time is now to take action. In addition to re-establishing media relations to put Ribbon Consulting back in the public eye, the Vision campaign is about to launch. Vision offers the perfect foundation to build not just a gripping PR campaign, but a powerful, continuous effort moving forward across the entire company.

This PR effort will consist of the following elements over the next year:

Strategic public relations plan
We will begin by working closely with Ribbon Consulting to build a growth plan, identifying a harmonious vision, putting in place goals and outlining ROI targets and deliverables
Media list development
We will work with Ribbon Consulting to establish relationships with media partners across TV, radio, print, and digital platforms we have identified as valuable.
Press releases & media pitching
We will write, distribute, contact and follow up with media prospects across all relevant outlets for Ribbon Consulting.
Monthly reviews
Monthly reviews of all media coverage, social media engagements, website traffic and other key analytics to track the overall success of the campaign.

Situation Analysis



In this section, we review Ribbon Consulting's strengths and weaknesses against its key competitors with notable consideration given to current market and consumer trends.

Market Share Analysis

The last three years has seen Ribbon Consulting's market share slowly decline.

The chart below offers a top-down view of the challenges that Ribbon Consulting is currently facing. Market share has diminished due to the arrival of new competitors entering the market and gaining larger visibility, despite their inferior products.

Audience & Brand Awareness Review

With a dominant share of the market, Ribbon Consulting continues to lag in many key areas related to brand visibility.

The chart below offers a significant argument as to why Ribbon Consulting continues to lose market share to competitors with larger visibility and audiences.

Strengths & Weaknesses

Whilst change is necessary to improve Ribbon Consulting's market positioning, there is light at the end of the tunnel.

STRENGTHS
WEAKNESSES
  • Has been in business for over 50 years
  • Superior product line
  • Operational systems in place for growth
  • Reputable brand viewed with integrity
  • Relying too heavily on word-of-mouth business
  • No existing PR plan for improving visibility
  • Little to no digitally-minded marketing efforts

Goals & Objectives



In this section we will review Ribbon Consulting's Goals & Objectives

Goals

Here are our primary high-level targets:

  1. Identity key past media relationships and reconnect. Develop new relationships that target media outlets and influencers.
  2. Build and implement an aggressive PR strategy to recapture market share and develop Ribbon Consulting's visibility.
  3. Increase and improve audience sizes and engagement opportunities across all relevant social media platforms.
  4. Create and implement an excellent product launch campaign for Product X. Leveraging this is the perfect opportunity to rekindle media relationships and create momentum.
  5. Establish and work towards KPIs to evaluate the sustainability and success of the PR campaign.

Objectives

Here's how we will achieve our goals

Build Media Contacts
  • Construct a database of media contacts organized by media outlet, title, name, phone and email to further establish and build relationships with TV, radio, and magazine outlets.
  • Begin building relationships through weekly connections with known influencers to identify collaboration opportunities through influencer marketing tactics.
  • Sync media contact strategy with the overall PR plan to stay on top of seasonal opportunities. This may land valuable media coverage by executing quarterly outreach.
Successfully Launch Product X
  • Write a press release and send a media kit to key media outlets and influencers; track social engagement and follow-up efforts through constructed media list database.
  • Plan and implement a social media giveaway to create buzz, develop organic exposure, and engagement around Product X.
  • Track all media mentions and social engagement against competitors and target KPIs.
Improve Social Media Following(s) and Performance
  • Implement pixels within the Suncscape Consulting social matrix.
  • Develop social media integration for Ribbon Consulting's website.
  • Execute Facebook campaigns and Twitter Ads to increase visibility and fan base.
  • Begin creating SEO streams and EDM content to create visibility.
Develop Overall Strategy & Evaluation Campaign ROI
  • Collaborate to develop a strategic public relations plan within the first quarter of the campaign.
  • Integrate tracking software to identify media mentions and other metrics related to PR performance.
  • Review progress at quarterly review meetings.

Strategic Plan



Now let's take a look at all the components of this public relations proposal.

Target Audience

Ribbon Consulting needs to engage sailing enthusiasts.

Our target audience will consist of those who:
  • Are ages 30-55
  • Do not live in landlocked areas
  • Consume media-related sailing
  • Have a household income above 90k

Target Media

Ribbon Consulting needs to re-establish their authority among automobile media.

We will be working to target several key media outlets:
  • Sailing magazine
  • Sea and Sails (Digital)
  • Out at sea (Digital)

Key Messages

Several primary messaging strategies will let the world know that Ribbon Consulting is back and better than ever.

Key public relations messaging ideas include:
"Vision is not just here to revolutionize the sailing experience, but it represents Ribbon Consulting's commitment to investing in more cutting-edge products."
"Ribbon Consulting has been the pinnacle of the sailing industry for more than 50 years and is seizing exciting opportunities to serve today's customer."
"Ribbon Consulting has been the pinnacle of the sailing industry for more than 50 years and is seizing exciting opportunities to serve today's customer."
"Vision is not just here to revolutionize the sailing experience, but it represents Ribbon Consulting's commitment to investing in more cutting-edge products."


Campaign Tactics

A strategic public relations effort will utilise a variety of tactics to develop Ribbon Consulting as an industry leader.

The tactics we will be using for this campaign include:
Media Outreach and Management 

We will create an in-depth database of relevant media outlets, contacts and influencers. We will manage correspondences and engage in appropriate outreach around key company activities.
Press Releases

We will begin copywriting, media kit assembly, distribution, tracking and all other components of a press release around Product X and other appropriate products from Ribbon Consulting.
Social Media & Influencer Marketing

A significant sway towards digital campaign strategies will be utilized to develop growth and capture existing customers through modern tactics. We will drive traffic to Ribbon Consulting's blog, website and online store, while also building tightknit social audiences.
Speaking Opportunities

We will work to secure speaking and interview opportunities with key publications, enabling the leadership at Ribbon Consulting to directly drive their new desired position in the market.

Campaign Timeline

What is the 12 month vision:

Proposal Objectives
Proposal accepted, contract signed and program prepped to begin.
Promotion Preparation
Strategic plan development, media list research and development, key information gathered involving Product X and prepped for promotion.
Campaign
Media outreach around Vision launch, including press release and media kit distribution, digital strategies fully deployed.
Public Relations
Cultivate successful media relationships established, promote speaking opportunities and interviews, run social media giveaway promotions.
Success Analysis
Review strategic plan and evaluate campaign success; develop an ongoing strategy for year 2.

Project Investment

The proposed budget below does not include hard costs of advertising or any other third party fees. Any questions about this quote can be directed to jane@instinctpr.com.
Strategic Planning
NAME
Items
RATE
QTY
PRICE
NAME
Strategic Plan Develpment
RATE
$2,500.00/unit
QTY
PRICE
$2,500.00
NAME
Monthly Management
RATE
$350.00/qty
QTY
PRICE
$1,400.00
SUBTOTAL
$3,900.00
Media List & Outreach
NAME
Items
RATE
QTY
PRICE
NAME
Construct Media List
RATE
$25,000.00/qty
QTY
PRICE
$25,000.00
NAME
Outreach & Relationship Tracing
RATE
$100.00/qty
QTY
PRICE
$700.00
SUBTOTAL
$25,700.00
Product Launch Campaign
NAME
Items
RATE
QTY
PRICE
NAME
Product Launch Campaign: Media pitching, press release, media kit distribution and comprehensive tracking
RATE
$125.00/hour
QTY
PRICE
$12,500.00
SUBTOTAL
$12,500.00
TOTAL
$42,100.00

Ready to take the leap?



It's just a click away!


Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamo laboris nisi ut aliquip ex ea commodo consequat.

Our Team

Ready to drive great PR for Ribbon Consulting!

Instinct PR has been in business since 2009 and has developed in reputation by continuing to add value to clients from all walks of life. Our industry expertise prides itself on maintaining transparency and communication whilst achieving a high level of delivery all the way through every campaign.
Our shining reviews are a testament to our work ethic and incredible results. We are serious but understand that a working relationship has to be smiles for both parties. We consistently beat deadlines, exceed ROI goals and walk the line of success.
With several offices across Australasia and consistent engagement at media events, Instinct PR is a leading name across key media publications and personnel. We are devoted to continuing our commitment to excellence with this campaign opportunity!

We get you the best attention.

Pay us a visit
We're passionate about serving our clients to the best of our abilities, which means also building a strong working relationship. 

Join us at our office and let's start constructing future success together today.

Instinct PR  - 6A Glen St, Milsons Point NSWÂ