VIAVI AVOS PR PROPOSAL - PRESENTS February 2020 - Amazon AWS

PRESENTS

 VIAVI AVOS
PR PROPOSAL
 February 2020

INTRODUCTION
We are a full service marketing and branding agency
 with extensive experience within the social media,
          digital and above-the-line spaces.

   Our key difference is that we become strategic
 partners to our clients. Our PR, strategy, digital and
creative teams work together to maximise impact and
               achieve our client’s goals.
                                                          v
  Our team includes top talent across the marketing
  spectrum; whatever your brand needs - we have a
                  proven solution.

OUR
OUR CLIENTS
    CLIENTS
 OUR CLIENTS

      v

THE BRAND CARTEL SQUAD

          v

PUBLIC
RELATIONS

KEY OBJECTIVES
PHASE 1:
● Develop a new campaign for every 3-month period
● Secure one media partner for every 3-month campaign
● Assist in brand awareness, engaging experiences, media
  positioning as well as introducing the brand to the consumer
  market through:
  ○ Celebrity and influencer endorsement and education via their
    social media channels
● Achieve an average AVE of: R75 000 per month.

PHASE 2:
● Help generate content for digital and social media use through
  ongoing PR efforts; content facilitation of this kind would help
  bridge the gap between PR and social media.

PUBLIC RELATIONS - MONTHLY PR
ACTIVITIES
PR touch-points that will be carried out on a monthly basis for the
Viavi Avos brand:

● To create emotive PR campaigns and to secure media partners for such
  campaigns.

● To set up media review opportunities with media platforms and social curators.

● To focus on an online PR strategy where the Viavi website can be embedded into
  the PR piece so as to drive traffic to the respective site.

● To mobilize #EngineeredByNature through an emotive PR strategy.

● To shoot fresh content for the brand using local celebrities and opinion leaders that
  will appeal to the relevant foodie audiences. This content will be used for media
  and relevant Viavi PR campaigns.

● Press releases will be drafted in accordance with what’s topical in the agricultural
  industry and will be disseminated accordingly.

● Media monitoring and monthly media drops.

● Crisis comms and reputation management - in the event that false information is
  released about brand, a solutions-driven strategy will be undertaken to rectify the
  matter.

PR MEDIA DROPS & MEDIA EVENT
ENGINEERED BY NATURE - MEDIA EVENT

Concept Explained:
Viavi Avos have been naturally engineered to encompass the following
benefits:
● Longer post-slice life span.
● Beautiful appearance.
● Lower food wastage.
● Quality dedication.
● The only avo with true South African heritage.
● Smaller seed.
● Bigger fruit with more food.
● No stringy fibers.

It’s important that media and consumers know that Viavi Avos have been
(naturally) engineered so as to provide avo-lovers with the most-perfect avos.
This is not only newsworthy but is a key USP for the brand.

PR Elements to Mobilize:
● #NaturallyEngineered media drops
● #NaturallyEngineered cooking demos hosted by Izelle Hoffman at the
  Good Food Studio or the Vitality Kitchen where media will be tasked to
  cook along with Izelle using Viavi Avos.

PR COLLABORATION WITH UCOOK & GREENPAN
UCOOK MEALS CURATED BY CHEF IZELLE HOFFMAN USING VIAVI AVOS

Concept Explained:

In partnership with UCOOK, Izelle will be tasked to curate a week’s worth of meals where UCOOK home cooks will get to cook meals using Viavi Avos.

To increase hype and awareness, we’ll run a competition whereby UCOOK home cooks, Izelle’s fans as well as Viavi fans will stand a chance of winning
Greenpan hampers when they sign up to the avo challenge.

This collaboration will not only afford home cooks the opportunity of sampling Viavi avos but the collaboration with UCOOK will signal that the avos
are chef-approved.

THE SWEET ESCAPE - VIAVI AVO
DESSERT SERIES
Concept Explained:

Given that Viavi Avos are of South African heritage we suggest running a
campaign where Chef Izelle is tasked to take traditional South African
dessert dishes and convert them into healthier versions by replacing
unhealthy ingredients with avo.

●   Avo Milk Tart.
●   Avo Milkshakes.
●   Avo Peppermint Tart.
●   Chickpea Malva Pudding with Avo Ice Cream.
●   Avo Don Pedro.

This content will be shot in Izelle’s kitchen where she will prepare each
dish with an editor from a magazine or an influencer.
#SweetEscapeDessertSeries will live on Izelle’s IG TV channel.

PR Elements to Mobilize:

● The above-mentioned recipes are unique and will therefore garner
  media interest.
● Once each episode has aired via YouTube, the recipe cards will be sent
  to respective media to post on their side.
   ○ To ensure maximum traction, a competition where a prize can be
      won will be included (i.e. Le Creuset hampers).

SOCIAL MEDIA LIVE COOK-ALONG
WITH IZELLE
Concept Explained:

Izelle is passionate about inspiring home cooks and teaching them
how to improve their culinary skills. As such, Izelle is offering fans the
opportunity to cook alongside her.

Fans will have to buy the ingredients beforehand and will get to
cook the dish with Izelle via a live social media feed. This is great for
engagement because fans can pop a comment via the stream and
Izelle will be able to assist them with any queries they may have.

● The following brands can partner from a competition perspective:
  ○ GreenPan.
  ○ Le Creuset.
  ○ illy.

THANK YOU