.fourth.ave. COMMUNICATIONS paving the way to success.
mission statement. Fourth Avenue Communications is the public relations agency that is built around you. We look to impact your business with your vision tied in with our expertise. We have a versatility to match the different demands and concepts of our clients. Our culturally diverse team can reach many different audiences, while many other agencies aim solely at the media.
The use of media is important to us but we do not simply stop there. Our goal is to bring your company business, loyalty and awareness. This is the reason we do not measure our success on media coverage.
We strive to make you our A-list client because to us here at Fourth Avenue Communications, everyone is important. A senior associate will work hand in hand with your account whether you are a large multinational organization or a local private company. Our associates have established successful relations with numerous companies and we strive to have a flourishing relationship with you.
.fourth.ave. COMMUNICATIONS â€Š
let us introduce ourselves. Oscar Fernández
President, Community Relations Research and Strategic Planning His unique style and communication skills provide different perspectives, creating strategic communication platforms to acquire your desired goal. His experiences through out different communication fields, ranging from sports PR and Community Relations Coordinator for the Philadelphia 76ers to advertising agencies as Strategic Planning Director for J. Walter Thompson, where he developed strategic communication campaigns for high-end consumer products and global brands. In addition, he worked for the J. Walter Thompson Research group in Latin America and the Caribbean, studying the Hispanic population for two year. His ability to guarantee clients the best position, exposure, and price at the right publication for each brand is Oscar Fernández’s driving force.
Jon E. Alvarez
Vice President, Partner, Brand development Before becoming Vice President at Fourth Avenue Communications, Alvarez was Senior Associate Millennium 3 Management. While working at Millennium 3 Management, he learned the diverse nature of business. Alvarez brings a unique perspective to Fourth Avenue Communications as he uses his background as a twist to bring about attention to clients. The flare captures the audiences mind. While a part of Millennium 3 Management, he learned to use this unique background in his profession. Alvarez holds a B.A. degree in Communication from Villanova University. His Communication degree features a Public Relations specialization. Hispanic Business has named Alvarez one of the “100 Most Influential Hispanics in America”. He is an active member in the Public Relations Society of America.
.fourth.ave. COMMUNICATIONS driving conditions. (situational analysis)
Introduction Fourth Avenue Communications is a full service public relations agency about to launch in the Philadelphia area. Made up of four senior level as an agency, we saw the opportunity to create a fresh face with a goal is to find our place in the midst of the number of firms in the region. As the fourth largest media market in the country, we are aware that Philadelphia has many established firms, and we are up for the challenge to distinguish ourselves. This long-term effort will aim to focus on crisis management, brand development, as well as editorials. Even in though economic times, public relations is crucial to any company’s success and we hope to provide that for our clients. We hope to establish lasting relationships with our clients and with the media.
Real State vs. Ideal State Our current state is an up and coming Public Relations agency aiming at gaining companiesâ€™ trust and business. We are a general PR agency that specializes in crisis management, brand development and editorials. The use of social media has become a prevalent part in the business world and we will make use of the social networking sites to increase exposure. With the small size of our agency and clients, we are able to put all our effort to our clients in helping them progress into the companies they want to be. Our agency features diverse associates that can be vital to reaching numerous media outlets.
Our ideal state is to be a well-known agency that has successful relations with all our clients. We will not lose our focus on providing all our clients with the time and energy they deserve. Also, our agency will enhance our diverse culture as we look to gain multinational accounts. Our resources will not be held back to a limited budget that will allow us to help companies gain exposure, gain business, and build customer loyalty.
Issues There are numerous issues that a starting company or agency must deal with. Problems that a starting company deals with are limited budget, size of the company, no recognition and no clients. Normally, it is difficult to find enough funding to do all the creative events that an agency wants to do. Therefore, strategy and organization is very important. We as an agency must decide how to best spend our money in order to achieve the greatest results. Limited Budget â€“ Our agency only has $50,000 to spend. Our agency must overcome the limited financial resources by planning the correct events. We must spend money the right way. If not, it will not be long before our agency fails. Other proven agencies will have a larger budget. With more money, those agencies have greater capabilities. This is the reason why every move we make must be carefully thought out. Small Agency - As a starting agency, we do not have a large staff. We feature four prominent and skilled PR specialists that have dealt with many unique experiences. Therefore, we must use this information in our favor because many prospect clients will think we cannot do the job that larger agencies can do. We will be looked down upon for our size, as possible clients will have the wrong idea about the capabilities of our agency,
Issues (cont.) No Recognition – Another issue that our agency faces is that we have no recognition. We are faced with an issue that must be solved to gain clients. If businesses do not know about us, then how are they going to hire us? Our agency must gain recognition by getting our name out there in the business world. Again, our events must be carefully planned out to increase our recognition.
Limited or No Clients – The last issue our agency faces is the lack of clients. By not having clients, we struggle to gain recognition and experience. Therefore, our agency must rely on the work we have done prior to forming the agency. Also, the lack of clients means that we do not have people spreading the word about us. If our agency had a few clients it could help as they could spread the word to other businesses about how good our agency is and how good of a job we do.
Competition Fourth Avenue Communications recognizes that it is entering into an already saturated public relations market. We will be competing with some extremely well known agencies, including Tierney Communication, Metrospective Communication, Star Group, InnerLeaf Communications, Domus Inc., and David Roth Group, among others. As we compete with these agencies for clients, we recognize the fact that we are starting small. We also recognize that, in order to win clients, it will be smart to focus on our strengths and areas of expertise, like our multicultural background and previous years of experience.
Audiences Small Businesses (in need of brand development)
Audience 1.0 - Small Businesses on the rise or in need of brand development •
Fourth Avenue Communications first duty is to create and establish our credibility in the field. By these means, we understand that targeting our services towards small business on the rise or in need of brand development and recognition, are our principal audience. Understanding the importance of such businesses and acknowledging their concerns, we will guarantee clients that our unique style and communication skills will acquire their desire goals. This first step technique, on targeting this audience primarily, will help define our boutique’s credibility and recognition. As we continue providing our services to this audience, our experiences and credibility will classify us as a recognizable boutique in the field, creating opportunities for a superior clientele. Audience 2.0- Philadelphia’s local government and their respective programs
In order to reach the majority of small businesses on the rise in the city of Philadelphia and acknowledging that we are a new agency on the hunt for recognition and credibility. We address- Philadelphia’s local government and their respective programs as our second audience. This defines our commitment to grow in the field and our capability on working systematically side by side with other programs. The government through different programs works on helping small new businesses to start, establish and grow within the market. By these means, Fourth Avenue Communications’ first step we will be working with the government programs, aiming on helping such small businesses develop with our services. This will consist on providing low-cost services for these businesses, in order to increase our credibility and agency recognition.
One of the governments’ programs to be addressed: o The U.S. Small Business Administration (SBA) consists on helping Americans start, build and grow businesses. We want to establish an affiliation with the government by providing our services as a tool for these new businesses to grow and expand.
Audiences (cont.) Audience 3.0- Associations •
To be able to grow in the field, people and businesses have to recognize the agency in some aspect. At Fourth Avenue Communications, we understand that our credibility is our basis for success. By these means, at all times we want to be recognized in the field in a positive light. This is the reason why Associations within the field is our third audience. In the city of Philadelphia, there are several associations within the communication and business field, and we will benefit from them by incorporating our boutique in order to gain public recognition in the area. The Associations we are addressing are well known in Philadelphia because of their experience, services and help to businesses and the public. This network will facilitate on making connections and build a positive light for Fourth Avenue Communications. Associations to address:
Philadelphia Public Relations Association (PPRA) American Association of Advertising Agencies (AAAA) Greater Philadelphia Chamber of Commerce Association of Hispanic Advertising Agencies (AHAA)
Audience 4.0- Charities •
In order to establish a close relationship with client businesses and the public, we need to establish one even closer with the city of Philadelphia. By these means, we will create a partnership with the Philabundance charity. This partnership will consist on providing our pro-bono services to Philabundance. Also we will be present in most of their activities in the community, as well as their name will be in ours. We selected this well-known charity because it provides us with an opportunity to become closer to the city and its community. Both Philabundance and Fourth Avenue Communications will benefit from this partnership; as Philabundance receives our pro-bono services, Fourth Avenue Communications involvement with the population and concern for the charity will be mentioned. More importantly, our affiliation with Philabundance establishes our acknowledgement of the many suffering from hunger in Philadelphia.
Audiences (cont.) Audience 5.0 - Media •
The media is a powerful and helpful tool for recognition and establishing credibility in the field. Since we are just starting our boutique, we have established Media as our fifth audience. In order to take advantage of this powerful promotional tool, Fourth Avenue Communications needs to create a positive and respectful light through relationships and connections made with our primary audiences. Consequently, Fourth Avenue Communications will benefit from the media, displaying credibility, experience and mentioned being affiliated within the field. Media outlets to address include, but are not limited to:
PR Newswire Hispanic PR Wire Black PR Wire Yellow Pages- to be found by the general public. 6 ABC NBC 10 CBS 3 FOX 29 KYW NewsRadio The Philadelphia Inquirer Philadelphia Business Journal Philadelphia Daily News Al Dia
Audience 6.0- Local Businesses •
Businesses within our location are important on our process of expanding and gaining public trust. We will address this audience in order to establish a relationship that will develop network, clientele and business opportunities in the future. Fourth Avenue Communications also benefits from these relationships as our boutique’s name will be exposed in a different manner around the local area, resulting on more recognition by the local public.
Campaign Timeline PHASE 1 BUILD & ORGANIZE April 2010 • • • •
Identify staff Gather statistics and resources to support the campaign. Identify roles and responsibilities within the campaign. Identify groups to target and the strategy for reaching them.
PHASE 2 CAMPAIGN May 2010 • •
• • • • • •
Develop campaign promotional materials Create brochures, FAQ’s, and other information to give out during demos. 3 rd Send invitations to media for luncheon 21 th - Media Luncheon Budget meeting Issue press releases for charity event 24 th - Issue news release for Charity Event
June 2010 • PHASE 3 EVALUATION July 2010 • • •
Survey for Philabundance Contacts Folder Website Visitors
• • • •
Create content and copy for website, and build Facebook & Twitter sites. 5 th - Charity Event 7 th - Issue news release for Launch party 12 th Issue media alert for launch party 19 th - Launch party
Budget Our agency has a budget of $50,000, which we were careful to spend. One bad business decision and our agency would be crushed. Therefore, we decided to fund a few events and a dinner to gain exposure and raise awareness. The majority of the funds went to the Fourth Avenue Block Party and the All Avenues Against Hunger charity event. We also had some money for the networking dinner with the media. The rest of the money went to promotional items such as shirts, pens, pins and glasses that were all given away at the launch party and charity event. A graphical breakdown is shown below:
goal and objectives. (and how we’re going to lock them in.)
GOAL – To win clients and gain brand recognition in the marketplace by creating and promoting an original integrated public relations agency Objective 1.0 – To create a strong company and brand image in the marketplace
Strategy 1.1 – Throw a Fourth Avenue Block Party to introduce our company to our already existing media contacts and supporters Objective 2.0 – To build public trust and reputation in the community
Strategy 2.1 – Sponsor a charity event for Philabundance “All Avenues Against Hunger” Objective 3.0 – To form lasting relationships with influential media contacts
Strategy 3.1 – Hold a “New Direction Luncheon” to strengthen already existing media relationships Objective 4.0 – To share information about our company with important media figures
Strategy 4.1 – Create and distribute a media kit including important information about our company Objective 5.0 – Reach and connect with a diverse audience in order to build meaningful, profitable relationships
Strategy 5.1 – Gain followers through the use of social media tools
objective 1.0 to create a strong company and brand image in the marketplace. strategy 1.1. host the “Fourth Avenue Block Party” to introduce our company to our already existing media contacts and supporters. tactic 1.1.1. rent out ballroom at Rittenhouse Hotel Ballroom tactic 1.1.2. select a caterer tactic 1.1.3. send out invitations to all media guests and businesses
strategy 1.2 create a media kit tactic 1.2.1. send a news release tactic 1.2.2. send a media alert to create awareness of the event
strategy 1.3. promote “Fourth Avenue Block Party” via social networking tactic 1.2.1. create an event on Facebook and send out invites tactic 1.2.2. release information through Twitter page
objective 2.0 to build public trust and reputation in the community. strategy 2.1. sponsor “All Avenues Against Hunger” charity event tactic 2.1.1. application/ select location tactic 2.1.2. selection of invitees tactic 2.1.3. selection of spokespersons
strategy 2.2. administer a food drive at charity event tactic 2.2.1 select exact location within the Park tactic 2.2.2 invite public on providing food donations tactic 2.2.3 positioning Eagles’ players in the process of collecting food donations
objective 3.0 to form lasting relationships with media contacts. strategy 3.1. hold a “New Direction Luncheon” to strengthen already existing media relationships. tactic 3.1.1.- Pick location tactic 3.1.2- Create a guest list tactic 3.1.3.- Send out invitations
strategy 3.2 Attend local tweet ups, awards events, or other events happening in the area. tactic 3.2.1.- research events throughout the area tactic 3.2.2- collect the media’s contact information tactic 3.2.3.- follow up with contacts after events
objective 4.0 to share information about our company with important media figures. strategy 4.1. create and distribute a media kit which includes important information about our company. tactic 4.1.1. write and distribute news release tactic 4.1.2. include company information in the form of biographies of founders and partners tactic 4.1.3. distribute promotional items, such as pens, pencils, notepaper, business cards, etc.
.fourth.ave. COMMUNICATION â€Š
objective 5.0 reach and connect with a diverse audience in order to build meaningful, profitable relationships. strategy 5.1. gain followers through the use of social media tools. tactic 5.1.1. create and maintain Facebook fan page, inviting several Facebook account users, including charities, organizations, associations and media outlets, to follow. tactic 5.1.2. create and maintain Twitter account, following and inviting other Twitter users to follow. tactic 5.1.3. create and maintain LinkedIn account, so as to maintain relationships with other professionals in the public relations field.
strategy 5.2. understand and be a part Philadelphiaâ€™s ethnic demographic tactic 5.1.1.
study and understand values and lifestyles
tactic 5.2.1 . located these groups tactic 5.3.1 .
active participant within the diverse audience
strategy 5.2 provide our services to diverse areas of businesses tactic 5.2.1. study audience tactic 5.2.2. located audience tactic 5.2.3. promote within the audience
Importance of Diversity: •
In Fourth Avenue Communications, we understand the importance of establishing relationships with diverse ethnic and cultural groups. Due to our staff’s cultural knowledge and backgrounds, we have established as a versatile boutique capable of providing unique and innovative services to our clients. We have been able to do this by creating solid and meaningful relationships with a diverse audience.
By analyzing and understanding our local areas’ demographics, we acknowledge the importance of connecting and establishing relationships with different ethnic/ cultural groups.
Carefully studying the future for the benefit of our clients and our boutique, we have noticed an important projected change in Philadelphia’s demographic. We understand that this relevant transformation in population of diverse groups will in fact influence the importance of such groups.
The Hispanic/ Latino, already the nation’s largest minority group, is projected to double in size in the United States in 2050. This group will make up for 29% of the U.S. population in 2050, compared to 14% in 2005.
These projections explain how the Hispanic/ Latino population in Philadelphia will establish themselves as a huge influential factor in the future of our population.
Fourth Avenue Communications emphasizes on maintaining priorities focused on establishing a personal-professional relationship with diverse ethnic-cultural groups, especially with the Hispanic/ Latino audience.
These priorities will define our future reputation in the field, as a diverse boutique that understands the importance of diversity groups. But most importantly, one that already possess close relationship with the most influential groups in our population.
May 3, 2010 FOR IMMEDIATE RELEASE
Contact: John Smith, PR-intern Fourth Avenue Communications (215) 562 -1144 firstname.lastname@example.org
PUBLIC RELATIONS EXPERTS TEAM UP TO LAUNCH INNOVATIVE AGENCY PHILADELPHIA (May 3, 2010) – Four well-known public relations specialists have teamed up to create a completely original, full service communications agency. Named “Fourth Avenue Communications,” the agency is headed up Oscar Fernandez. Joining Fernandez, is John Alvarez creating a team with a combined 20 years of experience in the field. Fourth Avenue Communications will feature a wide array of public relations and communication services, including brand development, crisis management, editorial services, social media development and maintenance, among others. The agency will also tap into its multicultural background by reaching out to the growing Latino population in Philadelphia. “Latinos are the fastest growing group in Philadelphia,” says Oscar Fernandez, Fourth Avenue partner. “The community is not only increasing, but it is growing increasingly diverse as well.” -more-
Public Relations Experts Team Up, p. 2 The doors to Fourth Avenue Communications will open on May 3, 2010. Several events have been planned to celebrate the opening of this innovative agency, including a “Fourth Avenue Block Party,” a “New Direction Luncheon,” and participation in various charity events throughout the city. The agency is available for full service upon opening. About Fourth Avenue Communications: Fourth Avenue Communications is an up and coming Public Relation agency with a focus on brand development, crisis management and editorials. The agency looks to impact business by tying in the client’s vision with the agency’s expertise and skills. The four senior associates strive to bring business, loyalty and awareness to clients. ###
.fourth.ave. COMMUNICATIONS FOR IMMEDIATE RELEASE
Contact: Jon Erik Alvarez (215) 562‐1158 email@example.com
FOURTH AVENUE LAUNCHING BLOCK PARTY WITH EAGLES PHILADELPHIA (June 3, 2010) – Fourth Avenue Communications is hosting its launch party on Saturday, June 19 and members of the Philadelphia Eagles will be in attendance. Akeem Jordan, Joe Mays and Winston Justice will join us in celebrating in grand style. The Fourth Avenue Block Party will be held at Rittenhouse Hotel Ballroom from 8PM‐12PM. Businesses are invited as well as media members to enjoy the fine dining and drinks at the Rittenhouse Hotel. “ We are excited with the direction our company is headed in,” says Oscar Fernandez, president of Fourth Avenue Communications. “We just had a wonderful charity event with Philabundance as we collected a bounty of foods for the needy with Eagles players. The event was superb as it allowed us to gain exposure but also allowed us to help out the community.” For more information, visit FourthAvenue.com or call us at (215) 562‐1100. About Fourth Avenue Communications: Fourth Avenue Communications is an up and coming Public Relation agency with a focus on brand development, crisis management and editorials. The agency looks to impact business by tying in the client’s vision with the agency’s expertise and skills. The four senior associates strive to bring business, loyalty and awareness to clients. ###
.fourth.ave. COMMUNICATIONS FOR IMMEDIATE RELEASE
Contact: Oscar Fernandez (787) 636-3486 firstname.lastname@example.org
FOURTH AVENUE COMMUNICATIONS TO HOST FIRST “ALL AVENUES AGAINST HUNGER” CHARITY EVENT PHILADELPHIA (June 7, 2010) – Fourth Avenue Communications is hosting its first “ALL AVENUES AGAINST HUNGER ” charity event with Philabundance on Saturday, June 5. Celebrating the beginning of the boutiques’ relationship with partner, Philabunance and the city of Philadelphia. Along with the staged live music, members of the Philadelphia Eagles will be part of this huge event, being part of the donated food collection process, as well as having picture sessions. The charity event will be held at Philadelphia’s Water Works Park from 11AM-7PM. The event location will be organized as, one selected section for media and chosen invites, where Philabundance’s Vice President, Martha M. Buccino will address the audience. The public is invited to be part of the event by enjoying the staged live bands and donating to the food drive taking place on selected areas. “This will be the official beginning of a first-class relationship with the city of Philadelphia,” says Jon Alvarez, V. President of Fourth Avenue Communications. “By these means, we want to invite the city to the event, where they will entertained and most importance will help us raise awareness about the problem of hunger in Philadelphia.” -moreFor more information, visit FourthAvenue.com or call us at (215) 562‐1100.
About Fourth Avenue Communications: Fourth Avenue Communications is an up and coming Public Relation agency with a focus on brand development, crisis management and editorials. The agency looks to impact business by tying in the client’s vision with the agency’s expertise and skills. The four senior associates strive to bring business, loyalty and awareness to clients. ###
.fourth.ave. COMMUNICATIONS Contact: Oscar Fernandez (787) 636‐3486 email@example.com Philabundance Media Alert Philadelphia Eagles to assist the food drive at Philabundance’ charity event WHO: Akeem Jordan, Joe Mays and Winston Justice WHAT: Players help the food collection & Picture Sessions WHEN: Saturday, June 5, 2010 11:00 a.m. to 7:00 p.m. WHERE: Philadelphia’s Fairmount Park: Water Works 33rd St & Oxford St Philadelphia, PA 19121 (215) 765-4325 WHY: Be part of the foundation of Fourth Avenue Communications as a boutique and its relationship with the city of Philadelphia. “All Avenues Against Hunger” charity event emphasizes, their dedication to Philabundance, by helping and raising awareness on hunger. Philadelphia Eagles stars, Akeem Jordan, Joe Mays and Winston Justice will be present to greet the public and enjoy the event. INTERVIEW OPPORTUNITIES: Eagles players will be available for interviews from 3:00 p.m. to 3:30 p.m. ‐30‐
.fourth.ave. COMMUNICATIONS Contact: Jon Erik Alvarez (215) 562‐1158 firstname.lastname@example.org
Philabundance Media Alert Philadelphia Eagles players to welcome guests at ‘Fourth Avenue Block Party’ WHO: Akeem Jordan, Joe Mays and Winston Justice WHAT: Welcoming speech and autograph session WHEN: Saturday, June 19, 2010 8:00 p.m. to 12:00 a.m. WHERE: Rittenhouse Hotel Ballroom 210 West Rittenhouse Square Philadelphia, PA 19103 (215) 546‐9000 WHY: Celebrate a New Beginning! Fourth Avenue Communications is a new Public Relations agency that recently partnered with Philabundance to plan the All Avenues Against Hunger charity event. Akeem Jordan, Joe Mays and Winston Justice were also in attendance helping the event run smoothly and effectively. They will now rejoin us at the Fourth Avenue Block Party. INTERVIEW OPPORTUNITIES: Eagles players will be available for interviews from 7:00 p.m. to 7:30 p.m. ‐30‐
.fourth.ave. COMMUNICATIONS To Joe Smith: You have been cordially invited to join Fourth Avenue Communications and our friends as we host our very own launch party. We are excited to get our agency under way and we would like to celebrate with you. Do not worry; we will not be bothering you for donations or business. We just want you to enjoy the festivity and learn about us. We feel we have a lot to offer and we could be of great help. Therefore, come and bring an open mind as you have a thrilling experience WHO:
Fourth Avenue Block Party
Launch Party for Fourth Avenue Communications
WHEN: Saturday, June 19, 2010 WHERE: WHY:
Rittenhouse Hotel Ballroom 210 West Rittenhouse Square Philadelphia, PA 19103 (215) 546‐9000 Celebrate a new beginning! Fourth Avenue Communications is a new
Public Relations agency that features four of the most diverse and skilled PR specialists. The staff hopes to show its glamour with this extravagant party. There will be complementary food and drinks for those that attend this great festivity.
Please respond by Monday, June 14, 2010, to guarantee your spot at the Block Party. You won’t want to miss out on an opportunity to meet an innovative and rising agency as well as great
Dear Joe Smith, I would just like to begin by thanking you for support over the last few years. As you may know, I have recently worked to form a new agency, Fourth Avenue Communications, a senior level firm in Philadelphia. My colleagues and I hope you can join us, and a number of the area’s prominent media for a “New Direction Luncheon” to allow us to recognize your dedication and to kick off the launch of Fourth Avenue Communications. When: Friday, May 21th, 2010 at 12:00 p.m. Where: Davio’s Northern Italian Steakhouse in Center City Philadelphia. The event will take place in the Chairman’s Room and business attire is required. Please respond by May 12th if you are able to attend this event, to 215-562-1102 or email@example.com Again, we want to thank you for your continued support and look forward to working with you in our future endeavors. Sincerely, Oscar Fernandez