Managing the private – public relationship
the role of communications Louis de Schorlemer, managing director, EuropArea
Why bother? EU wide public sector spending 1500 billion euro/ year
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Public vs private?
Complex decision making Not trendsetter Stable partnership
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Key benefits
Foreseeable spending policy Long term relationship Perceived value for client
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Challenges
Public purchasing policy Budget and revenue structure Transparency and public scrutinity
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EuropArea
Shared platform for hospitality accommodating national Olympic Committee houses
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Communications Plan
Brand / Value Proposition Business strategy
Company Programs
Comm. objectives
Target groups
Goals and messages
Activities
Results/ Evaluation
Corporate Principles
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Business strategy
A fair solution for all National Olympic Committees looking for: - budget optimisation - increased marketing exposure - enhanced athletic celebrations AREA
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Core values
You get what you pay for We work open books We engage the Olympic values We grow together AREA
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Communication objectives
Establish as - partner for their success - sole provider - part of the Olympic family AREA
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Target Audience
30+ European Olympic Committees Institutional and corporate sponsors National/ regional authorities
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First level message
Our job is to facilitate your success – Your national identity is preserved – Your committment is essential to succede AREA
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Second level message
We are a responsable partner – You get what you pay for – We have no hidden agenda
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Third level message
We are part of the family – We live by the Olympic values – We know the rules – Our committment is long term AREA
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Our toolbox
Door-opening with a referee - MEMOS - Belgian Olympic Committee AREA
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Our toolbox
Face to face -Individual relationship -Trust building
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Our toolbox
Corporate diplomacy -Multiple entries to decision making -« What if? » approach AREA
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Milestones
Confirmed participation Third party sponsorship Sochi 2014 and Rio de Janeiro 2016
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The unity of message
We only go because we go for the long term We keep the same public face over time We are passionate about what we do
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Let’s keep in touch
Louis de Schorlemer LS@EuropArea.com +32 479 93 92 10
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