Blog Task 6: Planning a PR Campaign

For this blog task, we were required to plan a public relation campaign for BMW to show that its company wants to encourage safe driving skills for drivers in Malaysia. Here are some of our outline for this campaign.

Campaign title: Drive Smart with BMW

Organised by: The ComRads

1. Information Gathering

• Demographics:

> Age: 17-60

> Gender: both male and females

> Ethnicity: all ethnicity

> education:

• Psychographics:

> Values:

> Attitudes:

> Lifestyles:

• Media consumption habits

> TV:

> Radio:

> Newspaper:

> Social Media:

• Their thoughts/ awareness about the issue

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• What are the problems to be solved from the issue at hand?

To help drivers be aware of their own safety when driving. To be able to make drivers handle their car safely when driving

2. Planning

• Strategic plans

BMW Malaysia making an advertising video about not to drink while driving. Next , they also making people aware of the risks that will happen if drivers drive carelessness. Besides that , they also offered all owners a free fix through a software update just to make sure the customers have a safe car to drive .

• Tactical plans

BMW Malaysia doing a safe driving campaign at some university and schools for students to enhance their driving skills. Not just that, they also give brochures of driving rules to public.

• MBO

BMW Malaysia also posted a campaign on Youtube , FB and twitter since social media is the easiest way to get responses from all over the world. Viewers can then give a respond by subscribes or give a thumbs-up.

3.  Communication

• Key Messages

1) Teaching drivers to be more aware of roadside hazards and make them more attentive during their time in the car
2) Encourage drivers to brush up on their driving techniques so that they are more skilled behind the wheel
3) Educate people on the severity of roadside accidents so that they will be more careful when they are out and about

• Social Media platforms

1. Facebook - we create a Facebook page that displays various transportation laws in such a way that would attract the attention of people who might otherwise not be aware of them.
2. Instagram - we post regular content that are curated towards millennials as they are more susceptible to social media than regular tv ads.
3. Youtube - we create short targeted ads about road safety that we would play before videos of street racing or other such driving related content)
4. Twitter - we use Twitter to keep people updated on traffic patterns and dangerous roadside hazards in real time so that they could be better prepared to deal with such issues.
5. Pinterest - we plan to post short easy to digest pictures that portray ways to make driving safer.

• The grand plan

Our grand plan is to make people more safety conscious and more selective in the kind of cars they purchase, this will benefit BMW as our cars are often praised for its reliability and safety, a fact that many new car buyers would take into account before purchasing a new vehicle

4.   Evaluation

-       How will you determine the possibility of success for your campaign? What are the benchmarks? What are the results you need to prove effectiveness of your campaign?

-       Eg. 1. Youths love to take food photos and selfies, so, a photo contest combining both elements on FB or Instagram will generate much interest. Interview your friends and family for their thoughts and understand their demographics and psychographics (Values, Attitudes & Lifestyle).