Assignment about Public relation- Program/Campaign
10/3/19
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Country: Scotland (1998) Organization: Shandwick International PR Agency Event: Scottish Opera Night at Harry Ramsden Concept: Opera & Chips
• Background • Objectives • Target Audience • Strategy • Planning • Action (i.e., Tactics, Key messages) • Evaluation of Event Success
q Background: Small number of customers between 10 and 20 dinners a night during the Fall and Winter compared to the Spring and Summer months (when it can average between 90 and 130).
• Shandweek International suggested monthly events, held during this quiet time of the year, could help attract dinners and help reduce the decline. Monday nights were chosen for the special events, as these were seen as being the ‘quietest.’
q Objectives
1) To attract more customers to the restaurant during the winter months
1) To make a clear net profit from any promotional activity
q Target Audience
The general public and Old Age Pensioner within the central belt of Scotland, living within a 30-40 mile
radius of Edinburgh
q Strategy
Creating a series of ‘unique’ and memorable dining experiences never before seen in Scotland during the months of September to February that would each attract at least 100 people to the restaurant.
10/3/19
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q Planning
Shandwick International contacted Scottish Opera to propose a series of performances in the Edinburgh restaurant on the last Monday of the month, starting in Sept. 1998 and running through to Feb. 1999.
A price of £16.50 per person was agreed, which if 100 people dined would cover entertainment, staff and food coasts, and would net the owners a small profit of £ 400.
q Action (Tactics) • leaflets and posters were displayed in the restaurant &
distributed to churches, golf clubs, bowling clubs, social clubs and charity shops in Edinburgh.
• Media relations– press release about the first “Scottish Opera Night at Harry Ramsden’s”. Broadcast and press media response to the unusual concept of “Opera & Chips”, was significant.
q Action (Tactics)
• One-to one phone calls to relevant journalists à Interviews are held with the owners of Harry Ramsden’s as well as with key spokespeople within Scottish Opera.
• Photocall: Shandwick International then Invited a broad range of targeted media (news and picture desk editors from broadcast and print media, and food and music critics) to attend the opening opera night in order to get a media coverage prior to and after the opera night.
q Evaluation of Event Success
• 165 customers on the first day of Opera Night • 20~30 waiting lists • 1000 customer visits over the 6 months Opera Night event • Good feedbacks and comments from customers – promised to
revisit and revisited after the 6 months event
• Media relations evaluations: o customer survey responses (reasons for the reservation) o 7 broadcasts and 9 print media reported this event
Country: Scotland (1998) Organization: Shandwick International PR Agency Event: Scottish Opera Night at Harry Ramsden Concept: Opera & Chips
• Background • Objectives • Target Audience • Strategy • Planning • Action (i.e., Tactics, Key messages) • Evaluation of Event Success