Planning for Success

Westbound will work with the ICOP marketing team to create a public relations plan that supports your annual marketing plan. The following is an outline of a plan that would bring to life our DUAL TRACK STRATEGIC APPROACH.

Goal

Position Irvine Company Office Properties as the go-to expert source for media covering commercial office development and leasing.

Objectives

o Increase share of voice compared to competitors o Increase number of media stories about ICOP o Obtain 75% message pull through o Obtain 80% positive tonality o Increase usage of ICOP assets (spokespeople, photos, statistics)

Research

Westbound has completed a preliminary media audit of your competitors – CBRE, Kilroy and Hines – as part of this proposal. In addition, our research has included a review of industry stories and reports to determine top trends currently being covered.

Westbound would recommend proprietary research by ICOP to create data that would be a part of the Thought Leadership Track. As examples, possible topics may include: conducting tenant research into top amenities that workers desire in coming back to work; determining the right amount of square feet for your office space, based on different drivers; or leasing trends by industry sector.

Messaging

ICOP and the Westbound team will work together to identify the most compelling messages for our media outreach program. From Westbound’s initial audits of your competitors and the past 12 months of media coverage, we have a solid understanding of messages being used effectively elsewhere. A key output to align all of our external communications and spokesperson talking points is a message framework.

A STRONG MESSAGE FRAMEWORK:

o Creates “umbrella” system for messaging narratives for use with the media o Provides uniform storytelling platform organized for ease of delivery, comprehension o Assures consistency and continuity in delivering ICOP and thought leadership messages o Establishes foundation for “message playback” tracking and measurement of secured publicity o Serves as an adaptable, flexible structure that can be adjusted as messages evolve, are refined and/or shift

Description

Statement of the main purpose and competitive distinction from an editorial point of view.

EDITORIAL POSITIONING

The main, overarching message that is to be consistently conveyed.

CORE MESSAGE NARRATIVE

The three to five overall message narratives to be conveyed, typically with a focus on one per communication/story.

SUPPORTING EVIDENCE

The concrete examples that support core messages and align with editorial viability.