portfolio Brand and Corporate Communications Agency
Iryna PETRIV director
Brandcom is a team which is inspired by creativity and our clients’ interesting communication projects. Brandcom is a team of professionals who have made quality their daily working standard and constantly strive to improve and develop. Brandcom is a team that I personally love and a team respected by our clients. Brandcom is a team that is ready to work for you starting today!
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content our agency
our advantages
our structure
our solutions
our team
our contacts
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our agency
The Brandcom PR- agency was founded in 2007 by professionals in the field of indirect communications. Brandcom provides a full range of services in public relations from development of PR- strategies to implementation of effective PRprograms. The Brandcom team has over 11 years experience in public relations. In the last 6 years Brandcom has implemented over 180 successful projects for Ukrainian market leaders.
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our structure Administrative department
PR manager
Public Relations department
Client service department
DIRECTOR
Client service director
Senior account manager
Đ?ccount manager
Account executive
Media relations department
Media relations manager
SMMmanager Analyst
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EMPLOYEE HOBBIES Arts Sports Children Dancing
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our clients
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our advantages
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A BROAD UNDERSTANDING OF COMMUNICATIONS
We understand communications as all the possible connections between people, companies, the media, communities and groups of people where everyone is both a source of information and its distribution channel. This allows us to develop the best communications solutions to meet each client’s individual needs in each particular situation and always guarantee the desired result.
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RESULTS GUARANTEED
We guarantee the results of our work because an individually developed decision is based on performance forecasts rather than a set of available tools. The results are achieved through a comprehensive approach rather than the implementation of specific unrelated projects.
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THE BEST CHOOSE US
Solutions with predicted results serve as the basis for communication strategies of many leading companies on the global market. That is why we have implemented the most effective communication programs for the leaders of the Ukrainian market.
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2 results guaranteed
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broad understanding
At the core of our work with our clients are
COMPREHENSIVE SOLUTIONS
the best choose us
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our solutions
PRESS OFFICE
Service package
Aim
• Creating the company’s information profile: creating the company’s information background, identifying the company’s key speakers, organizing training sessions on communication and interaction with the media for key speakers
To make the permanent presence of the company (brand) in the information space significant at a level identical or higher than the level of the presence of its competitors
Solution • Effectively communicating information about the company to key audiences through regular dissemination of news events in a format that is most relevant to the market. This relevance is researched through continuous monitoring and analysis • Forming a constructive relationship with media companies and other stakeholders
• Regular monitoring and analysis of the company’s media coverage compared to its competitors • Identifying the best number of news events per month and providing continuous communication with the media • Creating and maintaining a media database, obtaining information on topics that will be covered by key print media and TV stations • Promptly responding to media inquiries, consulting on responses, drafting responses
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Client: TM Technopolis Проект: Running of press office
Aim Improving the communication activities of TM Technopolis according to a long-term communication strategy by establishing a system of effective interaction with the media at the national and regional levels and optimizing communication interaction within the company
Result In 7 months the press office has increased the number of publications mentioning TM Technopolis by 73%. Thanks to an expert approach to news events the prevailing reference tone was positive, the number of inquiries from the business press has increased by 36%, which has allowed to position the company’s TOP managers as market experts
Solution • Creating an information company profile for the media • Holding training sessions for the company’s speakers to interact with the media, solving practical cases • Establishing and regularly updating database with key national and regional media to communicate the company’s messages • Working with media to integrate the company’s speakers as experts into news stories, learning editorial plans for proactive activities aimed at integrating the company into the hottest topics • Communicating news events (4 units per month being the best number derived on the basis of monitoring the activities of TM Technopolis and its competitors): 3 press releases and 1 analytical article • Promptly responding to media inquiries, advising on responses •
Regularly monitoring and analyzing the information field (TM Technopolis and its main competitors)
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Client: Russian Navigation Technologies Проект: Running of press office
Aim Forming knowledge about the company Russian Navigation Technologies, its activities and products on the Ukrainian market, building a system of effective interaction with Ukrainian media to enhance the brand’s communication activity in Ukraine
Result • Within 12 months the press office has dramatically increased quantitative indicators: the number of mentions of the company RNT has increased 1.4 times, the number of news events has increased 2.6 times, the number of publications has increased 3.3 times, audience outreach has increased by 18.5 times • In 12 months a pool of loyal media interested in the topic and publishing RNT news and actively using RNT materials in analytical materials was formed
Solution • Creating an information company profile for the media • Establishing and regularly updating database with key national and regional media to communicate the company’s messages • Communicating news events (4 units per month being the best number derived on the basis of monitoring the activities of RNT and its competitors): 2 press releases and 2 analytical articles • Promptly responding to media inquiries, advising on responses • Monthly report on news coverage of the company in Ukraine • Advising on special projects and partnerships for the company in Ukraine
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RUNNING INTEGRATED CAMPAIGNS Aim Ensuring maximum coverage and involvement of the target audience in the communications project and forming knowledge about the product (brand) by integrating all relevant communication channels
Solution Developing a general communication idea with its natural implementation possible in several channels of communication (special media projects in the press, on TV or radio with active involvement of the audience through the Internet and social networks) to increase the number of contacts of the target audience with the key messages and to guarantee the right delivery of these messages
Service package • Developing the general communications idea • Identifying the most effective communication channels • Developing creative formats to implement the idea in different channels with deep integration between channels • Involving project partners and media partners (in order to optimize costs and maximize output) • Managing the project: providing for the synchronization of all processes within the project, tracking the efficiency in different channels, regularly informing the client on the project’s progress • Regularly monitoring results • Preparing a comprehensive content analysis report based on monitoring results • Offering other methods of efficiency evaluation (depending on the client’s capabilities)
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Client: Kyivstar Проект: “Talk more with your kids!”
Aim Positioning Kyivstar as a national mobile company, which cares about the future of Ukrainian society and is able to help solve important social issues through communication
Result During 5 months the news events within the project’s framework were actively covered by national and regional media free of charge: 169 articles in the press, 49 TV pieces , 370 online pieces, 23 news on the radio. A study conducted after the project had shown that the level of knowledge about the program among Ukraine’s population has reached 46%, 75 % approved of Kyivstar’s initiative, 25% were actively discussing the social issue
Solution • A nationwide survey on the issue of parent-children communication • Working within the format of a project press center: links with 705 media throughout Ukraine • Art project in the center of Kyiv: sculptural installation designed to recreate the image of Ukrainian children’s loneliness without communication with their parents • Creating the program’s song character – the maxi- single “Warmth of words” (author and Artist - Gaitana) • Holding festivities for joint family recreation for children and adults in 21 cities of Ukraine • Presenting an album of songs for children. Charity concert for orphans from all over Ukraine • Video films on the project, children’s loneliness, the art project, study results, the shooting of the video • Online communication: creating the program’s innovative website, blogging and social networks, forums, banner advertising portfolio BRANDCOM
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Client: Samsung Electronics Ukraine Проект: National Quest “Samsung Galaxy S II: a world without limits”
Aim Forming knowledge of the new smartphone Samsung Galaxy S II and its functional opportunities through a complex integrated project with a quest using Samsung Galaxy S II at its core
Solution
Result • The quest’s participants received firsthand experience in using the new Samsung Galaxy S II smartphone and shared their experiences with the target audience through social networks and the project’s website • During the quest’s activities participants created unique multimedia content with their Galaxy S II smartphones (photos, videos) to promote through social networks • The integrated communication project “Samsung Galaxy S II: a world without limits” entered the shortlist sheet of the PR-project PRAVDA Awards competition
• Developing the quest’s scenario. The challenges of the quest were based on the smartphone’s capabilities and applications for Android OS • Negotiation and attracting media partners: MTV Ukraine, Radio KISS FM, online resources Focus.ua and gagadget.com • Casting the quest’s participants. Each team (4 in total) consisted of two members - opinion leaders and media partner representatives • Daily monitoring of activities by the quest’s participants: providing quality content on a regular basis about their participation in the project through social networks and project site profiles • Developing the quest’s symbols, branding participant attire, cars. Production of props • Implementation of special projects with media partners: radio feeds, video-diaries on MTV Ukraine • Samsung Galaxy S II educational program in the press
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IMPLEMENTATION OF THE COMPANY’S CSR-STRATEGY Aim Ensuring the implementation by the company of integrated measures in the field of corporate social responsibility with the aim of making a corporate contribution to society, contributing to solving its pressing problems and proving itself a socially responsible citizen
Solution Identifying society’s urgent social needs tied to the client’s business, developing and implementing CSR programs involving the government and NGOs to upscale the program and its efficiency and to promote long-term prospects for the welfare initiative without further financial support from the client
Service package • Analyzing society’s current needs by interviewing public opinion leaders (government officials, profile journalists and NGO experts etc.) • Developing a CSR program: developing a communication platform, negotiations with the program’s social partners, plan implementation, budgeting • Ensuring the involvement of government agencies and NGOs: controlling the implementation of partnership arrangements • Submitting regular accounts according to an approved list of indicators • Preparing a general report
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Client: Kyivstar Проект: “For the people, for the country”
Aim Forming Kyivstar’s reputation of as a socially responsible business, company that cares about the future of Ukraine and Ukrainians
Solution • Developing a general communications platform for all social initiatives of the company : supporting children’s homes and boarding houses for the elderly, projects aimed at promoting sports and a healthy lifestyle, supporting projects that are relevant to regional communities throughout Ukraine
Result • In the course of the program the company’s social activities throughout Ukraine were systematized, relationships with social partners at national and regional levels were established, and also additional opportunities to develop relationships with local communities in the regions were created • Awareness of the social initiative “For the people, for the country” and its separate activities increased • Kyivstar’s reputation as a company that cares about improving the lives of each Ukrainian and the country as a whole was reaffirmed (according to an annual reputation survey, Kyivstar was the only mobile company in Ukraine perceived by consumers as a “family member or close friend”)
• Developing an annual activity plan and implementing programs in all regions with an affiliate presence in Ukraine (9 regions)
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Client: Kyivstar Проект: Creating a Social Service disabilities taxi in Cherkasy
Aim Forming Kyivstar’s reputation of as a socially responsible business, company that cares about the future of Ukrainians and is actively involved in the life of the local community and the solution of its urgent needs
Solution • Conducting a survey and determining the actual needs of the community in Cherkasy
Result • This local project had a strong local communication potential, not only local, but also national media contributed to its coverage: there were 2 pieces, 7 print stories, 133 Internet pieces • With the introduction of the handi-cab service in Cherkasy people with special needs now have new opportunities for communication, education and development, since this service is free of charge and does not restrict the number of calls • In the first year after the introduction of the handicab service it has carried out 2 165 trips Cherkasy residents with special needs
• Partnering with the “All-Ukrainian organization for people with special needs Union of the Disabled of Ukraine” and the Cherkasy City Council • Implementing a long-term program of support for a handi-cab service to provide people with special needs with special vehicles equipped with elevators, GPS- navigators and its employees with smartphones and quality mobile communications • Presenting the handi-cab service together with local authorities, Kyivstar representatives, Cherkasy organizations of people with special needs and local media • Providing communication support, monitoring results
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ORGANIZING INTERACTION WITH OPINION LEADERS
Service package
Aim
• Forming a pool of opinion leaders recommended for cooperation during product and image campaigns - interesting charismatic personalities, experts in their fields whose profile and activities match the brand’s image
Attracting the target audiences’ attention to new products through collaboration with opinion leaders – involving them in communication activities during the launches of new products
Solution Building long-term and effective relationships between the company and famous people, experts in their field in order to promote the company’s products on the market and popularizing them through personal experience
• Defining criteria for selecting opinion leaders - the company’s long-term
• Constantly and effectively interacting with opinion leaders on the testing of the company’s new products (both in the form of a gift and in the form of temporary use of the product) and collecting their reviews about the product • Involving partners in the company’s communication activities, getting their support for different image programs (including corporate social responsibility programs) • Actively working and developing loyal relationships with opinion leaders during periods between projects portfolio BRANDCOM
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Client: Samsung Electronics Ukraine Проект: Samsung Galaxy
Aim Promoting Samsung products and demonstrating their functional capabilities and benefits through cooperation with famous Ukrainians - leaders of opinion in different fields in order to receive practical feedback from reputable users
Solution • Developing a long-term program for a loyal relationship between the company and well-known, successful Ukrainians
Result • In 2 years of cooperation with opinion leaders effective communication support was ensured for Samsung Galaxy flagships - Galaxy SII, Galaxy Tab, Galaxy S III, Galaxy Note, Galaxy S4, etc. • The program involved 80 opinion leaders from different walks of life: successful businessmen, statesmen, showbiz stars, athletes, artists, journalists and popular bloggers • As a result of this long-term program over 30 media projects were implemented involving the brand’s ambassadors. Some famous Ukrainians actively supported Samsung’s social initiatives
• Inviting experts from various fields to participate in communication projects which support the launch of new Samsung products on the Ukrainian market smartphones and Samsung Galaxy tablets • Testing of flagship product by opinion leaders and providing feedback on the practical use of the gadget • Special projects with experts’ participation in business and glossy magazines, TV and online resources
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Client: Kyivstar Проект: “Kyivstar for the Future”
Aim As part of a comprehensive communications program devoted to Kyivstar’s 10th anniversary, heating up the public discussion about the future, initiating a discussion about the future on a public and media level involving famous Ukrainian opinion leaders
Solution • Developing the concept of public discussion on the future of Ukrainians within the second phase of the “Communication for the Future” program • Organizing and conducting a series of public “brainstorming” sessions as an innovative tool for communicating with the audience (5 public discussion on given topics at the national level)
Result • The program’s implementation allowed to systemize the social activity of the company throughout Ukraine, to establish relationships with the social partners on the national and regional level and to create additional opportunities to develop relationships with local communities in the regions • Increased public awareness about the social initiative “For the people, for the country” and the specific activities within the initiative • Kyivstar’s reputation as a company that cares about improving the lives of each Ukrainian and the country as a whole was reaffirmed (according to an annual reputation survey, Kyivstar was the only mobile company in Ukraine perceived by consumers as a “family member or close friend”)
• Involving famous Ukrainian in various fields (journalists, artists, critics, writers, painters, athletes, etc.) in these “brainstorming” sessions to make a greater impact on the audience • Determining the scenario of the future Ukrainian society and forming a “Map of Ukraine’s future” as a result of public debates within the “brainstorming” sessions
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ORGANIZING ONLINE COMMUNICATION Aim Providing an integrated and efficient representation of the company’s activities and products on the Internet, using online technological innovation capabilities to establish a high-quality dialogue between the brand and its target audiences
Solution Developing and implementing a comprehensive communications strategy to promote the brand on the Internet for the purpose of getting the right positioning and key messages with the help of online tools
Service package • Analyzing the Internet to learn competitor activities, identify trends and innovation tools • Developing an Internet communication strategy • Creating, filling in and supporting corporate and product pages in key social networks • Developing ideas for interactive projects special applications in key social networks and sites • Implementing partnership projects with online media including forums, thematic communities, blogs
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Client: Ukrgasbank Проект: Support for Ukrgasbank on social networks (Facebook, Twitter, VKontakte)
Result • In the first 9 months of social network activity the number of regular Ukrgasbank page subscribers exceeded 2000 people • The number of the steady monthly audience has reached 5000
Aim Ensuring the bank’s presence in social networks, creating another channel of interaction with the customer using corporate profiles to promote the bank’s financial products
• The Facebook ap has become a convenient and speedy means of communication with the clients, dozens of customers have been consulted using this tool or their immediate needs have been met
Solution • Creating corporate profiles in key social networks - Facebook, Twitter, Vkontakte • Using Facebook as the main account with additional entries on Twitter, Vkontakte • Holding a contest with a special prize in order to make an active and noteworthy start and to provide an initial social network audience inflow • Developing content plans on network activities, regularly producing interesting and useful content • Interacting with the audience through the use of technical tools - video conferences with the bank’s top management, feedback in the form of a Facebook ap that allows to answer customer questions both publicly or implicitly or issue useful cataloged customer information
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Client: Kyivstar Проект: “Tell your children about safety on the Internet”
Aim Raising the social issue of child safety online and actively involving the Internet to discuss the problem and find a solution
Solution
Result • 7500 views of contest entries in 90 days, 1500 hits on social networks, 365000 banner showings • The manual “Safety of children in social networks“ was created. It was popularized as a separate product on the Internet, in schools and within the parent community • 35 journalists from national and regional media tested the service “Parental Control” and provided their feedback • 16 publications in national and regional media
• Holding a children’s drawing competition “The virtual world through a child’s eyes!” together with the popular parent portal uaua.info • Working with thematic communities and blogs to disseminate information on the competition and raise the issue • Banner advertising on uaua.info and likar.info • Creating a manual “Child Safety on social networks” together with known active bloggers and active users of social networks Facebook, Twitter, Vkontakte • Testing by journalists of the service “Parental Control”, collecting their reviews about the service through personal social network profiles and media stories • Actively promoting the service “Parental Control” through profiles on key social networks
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Ukraine , Kyiv , 01034 8/ 14 Velyka Zhytomyrska Str., office 8 tel. / fax : +380 44 278 79 86 email: info@brandcom.com.ua www.brandcom.com.ua www.facebook.com/brandcom