I

Focus lndia 201 6

PR Goncept

Version 2
20.11.2015

Authors:
JoelVogt (JV)
Oliver Roggwiller (OR)

PR Concept Focus lnda 2016

Authors: JV, OR

Pagel/8

1. Analysis
1.1.

lnitial Position

Focus lndia is a flagship project within the bachelor degree program of the University of Applied Sciences
and Arts Northwestern Switzerland. Organized by students for students in their final year, it allows them to
apply and enhance the skills learned in school. Through the close collaboration with industrial partners,
Focus lndia will be in its tenth consecutive successful year. For the past years this project has enriched
numerous students with valuable skills. Not only the project team members have profited from this unique
experience, also PR{eam members as well as delegation members have broadened their horizons and have
gone on to start remarkable careers or graduate programs after their graduation.

1.2. Task
The PR-team is responsible for a consistent and professional planning, conducting, and controlling of all
aspects of the promotion and communication regarding the Focus lndia project.

1.3.Learnings PR & Communication Focus lndia 2015

See PR Documentation Focus lndia 2015.

2. Strategy
2.1. Positioning
Focus lndia is communicated as a project organized by students for students. Even though it is a student
project, its appearance is highly professional and business like. Therefore, the Cl / CD of Focus lndia must
be strictly adhered in all internal and external communication in order to maintain a professional appearance
in order to maintain consistency. To increase the credibility of Focus lndia, the PR team recommends
adjusting the logo into a more business-fitting environment. The motto of Focus lndia "Gain, Train and
Sustain" will be imbedded throughout the whole communication.

PR Concept Focus lndia 2016

Authors: JV, OR

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2.2.2. lnternal Target Audience

Participants

Message

Objectives

Measurement

No need to worry, everything is professionally

organized.
There are lots of positive aspects to take away
from the projects.

.
.

Help us increase the awareness of the project

Supervisors /
lecturers

Keep participants up-to-date with all

relevant information about the prepseminar and on-site trip (framework,
businesses, cultural aspects, costs... )
Provide a platform to network through
face-to-face meetings and several
social-media platforms.
Provide multimedia materialfor a
lasting memory.
Make them increase the number of
applicants and participants in events &
delegation.

All members always know when

and where to be, no questions ask
Members know what is expected
and how to behave and are
prepared accordingly.

.
.
.

Number of participants at events

Number of applicants.
Number of selected delegation
members.

2.2.3. Mediators / Multipliers

Media

Message

Objectives

Measurement

.
Sponsors

Partners

PR Concept Focus lndia 2016

We can provide you content (education in

general, student's life, Universities, lndia) for your
regional newspapers.
We can provide you with on-site information &
experiences from lndia.
We can provide you with highly motivated elite
students as potential employees.
The project improves your employer brand / CSR
image.
Cooperation with the Swiss-lndian Chamber of
Commerce, lndian Embassy, KMU Switzerland

Trying to get as many articles as

possible in local newspapers (region
Olten, Brugg, Basel).

Raise awareness inside the firm of the

sponsors through their internal
channels.
Help us raise awareness outside their
firms through their channels.

tbd

Authors: JV, OR

Number of press releases.

Num ber of comm unication

activities.

Page5/B

3.1.2. Online

Website

Content

Goal

Allthe relevant information about

Main channelfor

the project for sponsors,

delegation, public...
Regular updates in the form of

.
.

communication &
information. All other
channels link to website.
lncrease number of visitors.
Redesign website for a more

Facebook

.
.
.
.
o
.

photos, videos, texts,

interviews...
lnternal site for delegation
members to provide them with all
needed information in electronic
form. No need to print them.

Selected business articles &

videos regarding lndia.
Links to posts on website; use
bit.ly for tracking.
Updates on upcoming events.
Behind the scenes
Newspaper articles about Focus
lndia
lmpressions from last year.

Current & regular updates on-site

trip & prep seminar.

Share quality news regarding
lndia and our topic.

Professional blog-posts.
Posts linking to Focus lndia in
other groups regarding lndia.

Linkedln

.
.
.

Instagram

Promptly, regular photos, with

lots of hashtags to increase
reach.
Photos of last year, throwback

Google+

Repost content from Facebook.

Youtube

Videos

Newsletter

Articles about Fl

Keep a clean and

professional appearance.
Generate leads to website.
General: Post click rate of
15% of total reach.
Engagement rate (likes,
comments & shares
combined) o 15% of total
reach. Measured on
Mondays.
Delegation: Main focus on
engagement of delegation.
No quantitative measuring.

Whole target
audience

News feed. Spread extra indepth information.

Participants

lnvite employees from

companies involved in the

Focus on
sponsors &
participants

project.
Make delegation participate
and discuss actively in this
and other groups regarding
lndia.

Astonishing views about the

project.
lncrease engagement of
delegation members.
Positioning FHNW as school
for future studies --> lots of
teenagers on lnstagram.

Authors: JV. OR

Focus on
participants
and potential
future
students

Get a better SEO ranking.

Whole target
audience

Base for all video content for

linking them towards other
channels.

Whole target
audience

Provide information about

Whole target
audience

the project, seminars, and

connected businesses.

NEXUS

PR Concept Focus lndia 2016

Whole target
audience

professional and positive

appearance.

.
Twitter

Target

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