COMMUNICATION PERFORMANCE JANUARY 2015
INTRODUCTION Communication performance analysis assesses the effectiveness of communication and public relations actions by evaluating the potential that news items have to impact the target audience. The objective of this analysis is the assessment of the image of the brand SHA Wellness Clinic in international media, so as to measure the efficiency of the global strategy of communication and the implementation of the PR effort in each of the markets.
EXECUTIVE SUMMARY SHA Wellness Clinic’s communication performance is getting off to a very positive start in
identify the right nutrients for each person’s skin is offered as an example of how some
the first month of the year, as it attained a tone of 4.6 and did not register unfavourable
institutions are already present in this niche market. SHA is evidently ahead of its time and
coverage in any of the markets which are being monitored.
is a reference clinic given the unique and leading-edge services that it offers, which
SHA Wellness Clinic’s services in general are constantly being praised, but it was the Spa
contribute to its renown.
topic that stood out in January, as 57 articles referred to it. This was mainly a result of
With the start of a new year comes a new opportunity for people to set goals and start
Spafinder Wellness 365’s 12th annual 2015 Global Spa and Wellness Trends Forecast, which
making plans for the months to come. As a result, several articles also focused on wellness
was reproduced by 44 publications, most of which are from the US. As a result of this, the
holidays, to encourage readers to start planning their next getaway as well as to start the
US registers the highest volume of coverage in January although Spain stands out in terms
New Year on the right foot with a detox regime following the holiday excesses. The SHA
of AVE. This report addresses the top ten spa and wellness trends set to unfold in 2015 and
Wellness Clinic was mentioned as a destination that can help people to change their
beyond. SHA is mentioned in examples of the “Spa on Arrival (& En Route)” trend, where
lifestyle and adopt healthy habits.
“the new travel ritual is treatments (and other fitness/wellness experiences) done right at arrival, or en route at airports, to fight jetlag or to kick-start productivity”. With the announcement that the Spanish clinic is opening spas at Madrid’s airport, this fits in perfectly with the trend listed in the Spafinder Wellness 365 report. Another trend pertains to “Hyper-Personalised Beauty” where SHA’s DNA testing service to
With regards to Brand Presence Indicators, important factors when it comes to brand awareness, only 27% of articles had a Visual Presence, which includes, among others, logos and pictures of representatives/spokespeople. Headline Presence reached 17%.
KEY PERFORMANCE INDICATORS FREQUENCY The number of news items deriving from online and print news sources.
AVE Represents the value of the editorial space occupied in relation to current advertising rates. It Indicates the advertising value of the space occupied by the brand if it pertained to a commercial advertisement.
102 â‚Ź417K
REACH The total potential audience produced by media coverage within a specified time period, measured by Impressions (unique users, viewers, followers, etc.).
10.4M
TONE
4.6
Editorial tendency or media favourability based on the textual analysis of news content on a scale of 1 to 5. 1
5
AVE – BY COUNTRY €200,000
€180,000
€160,000
€140,000
€120,000
AVE
€100,000
€80,000
€ 267
Russia
€ 579
United Kingdom
€ 8,954
€ 94,500
Spain
€ 15,637
€ 100,678
€20,000
€ 177,669
€40,000
€ 18,330
€60,000
Canada
United Arab Emirates
€0 United States
France
Belgium
OVERALL TONALITY (4.6) FREQUENCY In January, SHA Wellness Clinic registered an average tone of 4.6 points, as a result of the
11%
fact that coverage was exclusively favourable. Furthermore, 75% was actually Very
11 Positive
Positive. The majority of coverage registered during the period under analysis was from the US and resulted mostly from Spafinder Wellness 365’s 12th annual 2015 Global Spa
14%
and Wellness Trends Forecast, in which the Spanish clinic was listed as an example of
institutions offering “Spa on Arrival” and “Hyper-Personalyzed Beauty” services. The
14 Balanced
references to SHA Wellness Clinic’s services in this report help to promote its image as an
75%
institution that offers avant-garde services.
77 Very Positive
The second-highest volume of articles was collected in Spain, where numerous articles focus on wellness travel. SHA’s services figure prominently among suggestions for those who want to go on holiday and stay at institutions that look after their wellbeing. There are references to the macrobiotic diet followed at the clinic, as well as the various
programmes and treatments which cater to various ailments including sleep disorders, 60
bone and muscle injuries, Alzheimer, Crohn’s disease and aging skin. In some articles, the Spanish clinic was also described as a “luxury spa”, as it attracts famous names such as
50
Kylie Minogue, Donna Karan, Naomi Campbell, John Galliano, Isabel Preysler and the wife of Qatar’s sheikh. SHA was also included in Condé Nast Johansens Luxury Spas 2015 list.
40
Furthermore, one of the members of the Círculo Fortuny group, which aims to promote and defend Spain as a brand as well as to value the luxury segment, is Alenjandro
30
Bataller, from SHA. All of these references help SHA Wellness Clinic to gain very 20
favourable visibility.
10
The UK occupies the top third position, as a result of articles on the Spa Wellness 365 report and suggestions of destinations for wellness holidays.
0
US
ES
2
10
UK
FR
BE
CA
RU
AE
2
2
1
1
Very Negative
Negative Neutral/Balanced
2
Positive
1
4
4
2
Very Positive
44
16
9
2
BRAND PRESENCE(%) VISUAL PRESENCE
HEADLINE PRESENCE
73%
88%
74
90
MAIN FOCUS
85% 87
27% Not Present
28
Not mentioned
Present
15%
12%
Others
12
Mentioned
15
SHA Wellness Clinic
7% 14% 14% 4
1
0 0%
25%
4
3
86% 86% 24
93%
75%
14
9
24
Positive
Balanced
Negative
TOPICS The Spa topic was the most prominent in January, mostly as result of Spafinder Wellness
57
Spa
365’s 12th annual 2015 Global Spa and Wellness Trends Forecast, which was reproduced by 44 publications. These articles reported that SHA Wellness Clinic, one of the world's top wellness retreats, is opening spas this March at Madrid airport and also
37
Health
recommended the clinic’s DNA testing which identifies the right nutrients for your skin. SHA Wellness Clinic’s spa treatments were also identified in connection with Condé Nast Johansens Luxury Spas 2015 guide.
27
Restaurant/Nutrition
The Health topic also stands out mainly as result of articles promoting and explaining the advantage of detox diets after the end-of-year holiday excesses and weight-loss programmes. These are almost always tied in with descriptions of SHA Wellness Clinic’s
13
Hotel
Restaurant services and macrobiotic nutrition programme which is the topic that ranked
third this month. Under these topics SHA is described as “The world's only macrobiotic spa promises to cleanse the body and help one achieve total calmness” by the UK’s Asian Age magazine. SHA’s own kitchen staff helped to boost the clinic's image by explaining to
12
Famous Guests
La Razon that “our kitchen is a harmonious meeting point where we respect the best that seasons’ have to offer and take full advantage of food without changing its natural essence."
4
Beauty/Aesthetics
2
Events
1
Awards
0
10
20
30
Frequency
40
50
60
MEDIA TYPE FREQUENCY* 60
50
26% 27 Print
FREQUENCY
40
74%
30
20
75 Online 10
0
US
ES
UK
FR
Online
45
15
7
5
2
15
6
1 Print
*The number of news items which derived from online and print news sources.
BE
CA
RU
2 2 Online
AE 1
1
ACTIVE VOICE FREQUENCY* 5
4
93% 95 Passive
7% 7 Active
Frequency
3
2
4
1
1
1
1
1
1
Alejandro Bataller
SHA Wellness Clinic
Bruno Ribeiro
Boniface Carron
Juan Palomeras
Tereza Mizon
1
Vicente Mera
0
*Any time a SHA Wellness Clinic representative, who is identified as such, makes statements to the media.
SPOKERSPERSON BY TOPIC Hotel
1
Awards
1
Famous Guests
1
Restaurant/Nutrition
1
Health
1
0
1
2
1
5
2
4
Alejandro Bataller
Doctors & Specialists
6
SHA Wellness Clinic
8
10
€ 20,000
Favourable
€0
Unfavourable
€ 15,653
€ 15,653
€ 15,653
€ 15,653
€ 15,653
€ 15,653
€ 15,653
€ 15,653
€ 15,653
€ 17,724
€ 30,320
€ 45,393
€ 94,500
AVE
JOURNALISTS – TOP 10
€ 100,000
€ 80,000
€ 60,000
€ 40,000
SPAIN Spain registered the second-highest volume of coverage in the first month of 2015. In January of the previous
30
FREQUENCY
TONE 1
5
4.2
year, SHA generated the same tone of 4.2 with 22 articles. The Health topic stands out, with articles presenting suggestions on wellness holidays. The SHA Wellness Clinic is included in presentations of spas around the world. References to its detox treatments abound, but its sleep and osteopathy treatments also merit attention. The Restaurant/Nutrition topic was the second-most prominent, also a result of references to detox diets. As
7.5M
REACH
€178K
AVE
was noted in an article published in La Razón on 4 January, hotels that offer weight-loss and detox services are increasing in popularity. In fact, health tourism is growing in Spain and it is one of the areas in which Spanish tourism institute Turespaña is investing in for 2015.
TOP MEDIA
TOPICS
5
20
12
1
1
1
1
1
1
6
7
2
10
8
Frequency
2
2
2
3
5
2
3
1
0
Events
Beauty/Aesthetics
Famous Guests
Spa
Hotel
Restaurant/Nutrition
Health
GQ Gentlemen's Quarterly
Elle
Yo Dona
Vogue España
El Mundo
Telva
Barcelona Divina
La Voz Libre
Viajar
0
La Razón
Frequency
3
15
13
4
UNITED KINGDOM The UK registered a similar performance when compared to January 2014 when it generated 12 articles with a tone of 4.8. The Health topic stands out, as various publications presented wellness holidays suggestions. The
13
FREQUENCY
TONE 1
5
4.7
SHA Wellness Clinic was featured in holiday suggestions for those who want to visit Spain but also in listings of the best spas around the world, which proves that it is an institution whose services can compete with the best health and wellbeing institutions around the world.
14M
REACH
â‚Ź101K
AVE
TOPICS
TOP MEDIA 10
4
8
3
6
Frequency
4
2
1
1
1
1
1
1
1
1
1
1
3
2
2
0
0
Hotel
Famous Guests
Restaurant/Nutrition
Spa
Health
Harper's Bazaar
Western Morning News (Devon)
Woman & Home
Asian Age
Independent online
Telegraph
The Independent
The Mail on Sunday
Daily Mail
1
1
The Times
Frequency
6
9
5
RUSSIA Russia registers a perfect tone of five with one article, equalling its result in January 2024. The article published
FREQUENCY
REACH
1
TONE 1
900K
AVE
5
5
in Cosmopolitan magazine describes a mother of seven children who shares her experience following a stay at the SHA Wellness Clinic, which she says helped her to restore her bodily energy. She comments positively on SHA’s hotel rooms, restaurant and food, as well as the spa and massage services.
â‚Ź95K TOPICS 5
4
4
3
3
1
1
1
Hotel
Spa
Restaurant/Nutrition
1
1
2
1
2
Health
Frequency
5
1
0
Cosmopolitan
Frequency
TOP MEDIA
0
USA The US stands out for presenting the highest volume of news items in January, with 47 articles that represent
47
FREQUENCY
1
46% of the total. Of these, 39 news items focus on the Spafinder Wellness 365’s 12th annual 2015 Global Spa
5
TONE 5
and Wellness Trends Forecast, which provides insight and information on the wellness industry and how economic, cultural and social shifts will impact the industry and people’s lives. SHA is mentioned in examples of the “Spa on Arrival” trend, as it is opening spas at Madrid’s airport, and “Hyper-Personalised Beauty” because of
2.7M
REACH
€2K
AVE
its DNA testing service to identify the right nutrients for each person’s skin. Therefore, SHA’s continued success as a reference clinic seems to be guaranteed, as it is already offering avant-garde and innovative services. The
clinic’s performance in January in the US improved when compared to 2014, with number of articles rising from 19 to 47 and tone from 4.9 to 5.
TOPICS 50
4
40
3
30
2
Frequency
40
5
0
Spa
StreetInsider
Dayspa
My San Antonio
Benzinga
Epoch Times
Examiner
SFGate
Day Spa Magazine
New Beauty
0
1
10
Hotel
1
1
1
Beauty/Aesthetics
1
2
1
Famous Guests
1
6
1
Health
1
6
1
20
Restaurant/Nutrition
1
1
2
Consumer Electronics Net
Frequency
TOP MEDIA
FRANCE The end of the year holidays are celebrated with many excesses. This brings many people to create goals to
6
FREQUENCY
TONE 1
5
4
start off the New Year with detox treatments in order to help the body to recover. Most of the articles published in France address the detox services at SHA. An article in Top Santé quotes Dr. Vicente Mera, who also defends the usefulness of detox treatments to purify the body and prevent illnesses. But even though SHA is renowned mainly for its diet plan, which follows macrobiotic principles, Trucs de Nana and ABC Luxe also highlight SHA’s
REACH
1.2M
€16K
AVE
sleep programme. With the hectic lifestyles that many people lead, this is surely an invaluable treatment that is often overlooked and has the potential to make the SHA clinic increasingly popular as a place that aims to improve the quality of life of its guests by offering services that address a myriad of health troubles. SHA’s performance in France in January fell slightly when compared to 2014, with less articles and tone falling slightly from 4.6. The clinic’s image remains, nevertheless, positive among French media.
TOPICS
TOP MEDIA 10
4
8
3
6
2 Health
Trucs De Nana
ABC Luxe
0
Top Santé
0
Les Echos
2
L'Express Styles
1
Restaurant/Nutrition
Frequency
4
1
1
1
1
1
1
2
Le Figaro
Frequency
6
5
BELGIUM Centuries ago, Hippocrates already believed in the importance of healthy eating, as is indicated by his quote:
2
FREQUENCY
TONE 1
5
5
“'Let food be thy medicine and medicine be thy food.” A healthy diet is important for a healthy lifestyle, and that is what the two articles published in Belgium have in common: they praise the macrobiotic diet offered at the SHA Wellness Clinic. Naomi Campbell, Gwyneth Paltrow and Madonna are just a few of the well-known names that have stayed at the clinic in Alicante, which helps to lose weight but also purify the body. The clinic’s
562K
REACH
€9K
NET AVE
successful and highly acclaimed macrobiotic diet is the service that garners much attention in the media, with the fact that it is also popular among celebrities helping to boost SHA’s image. In what regards tone, SHA maintains its impressive score of 5 from the same period in 2014.
TOPICS 5
4
4
3
3
1
1
1
Awards
Restaurant/Nutrition
Hotel
0
1
0
Spa
1
Weekend (Le Vif/L'Express)
1
1
2
1
1
2
Health
Frequency
5
Elle Belgique
Frequency
TOP MEDIA
CANADA Canada stands out in the first month of the year for its high tone of 5, repeating its impressive figure from
2
FREQUENCY
5
TONE 1
5
January 2014. Both articles published in Digital Journal and Meetings Canada reproduced Spafinder Wellness 365’s 12th annual 2015 Global Spa and Wellness Trends Forecast which announce that SHA Wellness Clinic, one of the world's top wellness retreats, is opening spas this March at the Madrid airport and also recommend the clinic’s DNA testing which identifies the right nutrients for your skin.
94.9K
€579
AVE
TOPICS
4
4
3
3
2
1
1
2
2
5
Frequency
5
1
0
0
Meetings Canada
1
Digital Journal
Frequency
TOP MEDIA
Spa
REACH
UNITED ARAB EMIRATES Only one article on SHA Wellness Clinic was registered in media from the United Arab Emirates, which was
FREQUENCY
1
TONE 1
5
5
published in Forbes Middle East. Its main focus is the clinic in Spain, with references to the top notch services with prices to match: “with the top price suite, complete with its own pool and helipad, fetching $7,500 per night, ‘peace’ costs a pretty penny.” Nevertheless, Alejandro Bataller, vice president of SHA notes that “Health is the most precious luxury we can achieve” and that “This is not about pampering; this is about achieving optimal
REACH
3.6K
AVE
€267
health.” As a result, the SHA Wellness Clinic, which is most widely known for its lifestyle programmes which include Detox and Weight Loss, offers a myriad of medical treatments and has a Stem Cell and Regenerative unit, Foot Biomechanics unit, and a Minor Surgery unit. Nevertheless, food and nutrition play a central part in every guest’s stay. In spite of the clinic’s distance from the Middle East and North Africa (MENA) regions, many residents are willing to travel to Spain to take advantage of SHA’s services. Furthermore, Mohammad Dahmash, writer of PwC’s 2014 ‘Middle East Spa Benchmarking Survey’ believes that SHA would be a success in MENA.
TOPICS 5
4
4
3
3
1
1
1
Hotel
Health
0
Famous Guests
0
1
1
Restaurant/Nutrition
1
1
2
1
2
Awards
Frequency
5
Forbes Middle East
Frequency
TOP MEDIA
TOP STORY – ALL MARKETS MEDIA NAME: El Mundo DATE: 27-01-2015 COUNTRY: Spain
TECHNICAL INFORMATION QUANTITATIVE VARIABLES
TECHNICAL DATA
Frequency The number of news items deriving from online and print news sources.
Media outlets from international, regional and trade press are analyzed and online outlets.
AVE
Report by: Rita Matos (rita.matos@cision.com)
Represents the value of the editorial space occupied in relation to current advertising
Quality control by: Marllene Silva (marllene.silva@cision.com)
rates. It Indicates the advertising value of the space occupied by the brand if it pertained to a commercial advertisement.
CURRICULUM
Reach
Cision is the leading global provider of media research, distribution, monitoring and evaluation
The total potential audience produced by media coverage within a specified time
services.
period, measured by Impressions (unique users, viewers, followers, etc.).
The company has production centres in Europe, America and Asia thereby supplying integrated services of Media Intelligence and Reputation Management in 90 countries simultaneously.
QUALITATIVE VARIABLES
CISION currently has 2,700 employees, works for nearly 50,000 clients and monitors more than
Tone
CISION is a member of FIBEP (Federation Internationale des Bureaux d'extraits de Presse), of
Tone represents the overall “attitude� conveyed in a news item toward a company
IABM (International Association of Broadcast Monitors), of AMEC (Association for Measurement
and it can be classified as follows:
and Evaluation of Communication), and Secretary General of EMAA (European Media Analysts).
5 = Very Positive news items: include only favourable information about the company; 4 = Positive news items: usually describe some aspects of the company unfavourably, however the company is still presented in a predominately desirable light; 3 = Balanced news items: convey facts unqualified by praise/preference/criticism, or balance positive and negative influence; 2 = Negative news items: present the company in a predominately undesirable light while some aspects may still be discussed favourably; 1 = Very Negative news items: include only unfavourable information about the company. Favourability ratings are not based solely on the inherent positivity or negativity of an event, topic or issue but on how the reporter chooses to communicate the news as well.
200,000 outlets worldwide.