nalyze “AMEC” and set up Public relations plan according to the strategies and theories. 500 words (use simple words)

Overview

At the 2017 AMEC Awards, PRIME Research and ŠKODA UK stole the show, receiving three awards for outstanding use of PR measurement and evaluation for the innovative KODIAQ SUV launch:

· The Platinum Grand Prix for the most effective media intelligence, research & insights company campaign

· Best measurement of a consumer campaign

· Best use of measurement for a single event

This success demonstrates how a brand once considered as an“underdog” used media research and evaluation, market research and sales data to shine a spotlight on the effectiveness and value derived from ŠKODA’s world class communications work.

Introduction

ŠKODA is on a journey to evolve the brand’s image. Its cars have long been seen as underdogs, but as the brand now wins awards and is experiencing increased sales, it is ŠKODA drivers who are having the last laugh.

The SUV segment is the fastest growing in Europe. It accounts for 13 percent of the total UK car market. Since 2010, it has grown 20 percent year on year. ŠKODA, until recently, was not in this segment.

KODIAQ is the brand’s first major inroad into this booming category. “We are conquering a new segment for the brand – and new customer groups,” says ŠKODA CEO, Bernhard Maier. The target demographic is different, the message is different and the strategy must be different, too, if ŠKODA is to stand a chance of success.

The goal of the communications programme was to generate a wave of enthusiasm and engagement, but there were more tangible and measurable business objectives to achieve. The target for KODIAQ registrations of interest was set at 125 percent of ŠKODA’s previous most successful car launch. Qualitative media analysis would play an integral part in developing, fine-tuning and assessing the communications programme, particularly since PR activity took place in near isolation. Little other marketing activity was live during the core analysis period, so PR alone was to drive appetite for the model.

PRIME’s media analysis supported ŠKODA by providing:

· Benchmarking and strategic insight prior to launch to identify the best media to achieve maximum impact

· Support with KPI setting and to track success against selected competing models

· Qualitative assessment of the campaign to allow for ongoing adjustments

Ultimately, the PR team-led campaign had supported the business objectives of generating registrations of interest, website traffic and, ultimately, sales

STRATEGY

Previously, ŠKODA relied heavily on AVE to prove success. But since KODIAQ was ŠKODA’s most important model launch to date, PRIME advised that now discredited AVEs would not be sufficient. The programme’s success would be driven by media performance, but the ultimate measure would be linking strategic coverage to the core business objectives of awareness, registrations of interest and, ultimately, sales.

Advance planning was designed to give ŠKODA as much of an advantage as possible. Analysis was scheduled against each of the key phases with additional monthly strategy workshops.

Planning for success

PRIME’s first role was to assist the product launch PR plan. This included recommending the most effective timing and phasing for coverage, as well as identifying topics and issues, media and key influencers on which to focus – as well as those to avoid. PRIME used its global automotive sector media data-set, which goes back more than 10 years, to analyse and draw insights from historic competitor SUV launches.

PRIME identified which prominent topics, issues and features were the subject of media focus when journalists reported on competitor launches. Which ones could be used to KODIAQ’s strengths and which should be avoided?

PRIME also looked to analyse the approaches of key journalists and influencers, as well as identify winning strategies to stand out when launching models at congested motor shows. Armed with deep historical analysis and competitor benchmark data, ŠKODA was able to plan its media relations strategy to maximum effect.