Measurement Week w/c 15th September, 2014

Report
#amecatwork
Measurement Week
w/c 15th September, 2014
An AMEC Global Education Programme
initiative
What is
Measurement Week
– and how can I be
to involved!
The strategic direction
What is it?
• Key strategic initiative from
AMEC to fill the gap between
understanding the value of PR
measurement but doing
something about it!
• Measurement Week will help
fill that gap through an
International week of AMEC
member-led events unified via
social media to raise
awareness and excitement
around the latest thinking in
measurement.
• AMEC’s three International
Chapters will co-ordinate
Measurement Week activities.
How to take part and the benefits
• Every AMEC member, whatever its size, can get
involved by organising an event in their own country.
• Measurement Week benefits everyone
- You because it identifies your company with
measurement.
- Your clients – who see they are working with a
company who believes in best practice.
- AMEC/the industry – because it raises awareness of
the importance of measurement.
An idea from iSentia in Australia
• AMEC Member iSentia
running breakfast
seminar with two
established measurement
and evaluation experts.
• Gained support of
national PR member
trade body.
• Used as launch platform
in Australia for
Measurement Week.
Other ideas
• Organise a local Measurement Week event in your city/country
during September.
• Join with your public relations membership organisation in your
country to run a Measurement Week event.
• Run a combined panel event with agency, measurement vendor,
client.
• Hold a webinar on measurement for clients and prospects.
• Hold Internal “town hall” meetings for all staff – training and
discussion around measurement.
• Use Measurement Week as an employee communications initiative
within your offices – especially if you are part of an international
network.
• Bring in social media vendors for an event – e.g.. Twitter, radian 6.
Launch ideas
• Strategy is to target the groups who are most vested in the
concept rather than promote too heavily among the wider
marketing community.
• Year 1 objective is to build a solid but perhaps not spectacular
foundation for future success and keep the concept slightly
below the line until momentum has been generated
• Creative save the date mailer – on and offline, perhaps using
the #amecatwork concept
• Encourage AMEC members to spread the word through WoM
and through their channels using #amecatwork.
• AMEC to provide content for publication as stand-alone or as
part of broader measurement material to AMEC members at
launch and during the week (& published to the Measurement
Week holding page
How to get the message out?
•
•
•
•
Partner with key trade bodies –
these logos are examples.
Launch a teaser campaign using
the hashtag #amecatwork.
Run an event with your leading
PR or marketing trade magazine.
Partner with measurement
vendors to offer free trials of
platforms for clients or agencies
signing up to Measurement Week.
Next steps
How will AMEC members be
involved?
•
•
•
•
Each International Chapter to
accept responsibility for promoting
Measurement Week within its
geography.
All Committees asked to come up
with ideas.
Each Chapter to look for one
flagship property to run during
Measurement Week – e.g.
collaboration with PR membership
group, trade partner, etc
PLUS Special delegate creative
session for delegates at
International Summit in
Amsterdam in June!

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