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Budgeting In Public Relations
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This document outlines a marketing plan for Apple to promote the iMac as the center of the digital lifestyle. The plan includes strategies like participation in exhibitions focused on music, video, and photography; feature articles and contests showcasing work created on Macs; roadshows centered around music festivals; cooperation with TV shows; local workshops on digital photography; and school workshops before students go to university. Evaluation will be done through participant questionnaires, pre- and post-polls, and sales figures in areas with seminars.
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Budgeting In Public Relations
- 1.
- 2. Reasons for budgetingEstimate cost for PR programme Estimate what could be done for a given sum of money Check-up on planning Setting discipline Measurement after campaign
- 3. Four major elementsLabour Materials Expenses Office overheads
- 4. Making the estimate…Compute hourly charges - for your work: news releases, attendance at presentations, preparations, briefings, etc hr = salary/wages+overheads(+profit)
- 5. secondly Estimate thematerial costs Postage, stationery Printing Tapes charge at cost
- 6. thirdly Expenses asthey may arise at cost
- 7. Finally Add contingencyreserve 10% or so refundable if not spend
- 8. Budgeting: Cash system Cowboy Accounting
- 9. PPBS The PlanningProgramme Budget System
- 10. PPBS Prepare anoverall PPBS Prepare PPBSs for all projects
- 11. Overall PPBS Preparelist of programmes etc that will accomplish goals and objectives Make list of the budgets using experimental data
- 12. Overall PPBS Preparea list of the programmes for the budget year and show associated costs Prioritise programmes Prepare short overview for what happens if programme is nor carried out Present to management as a series of programmes
- 13. Project PPBS Statename, purpose and objectives Show how this programme influences approved goals and objectives Provide cost estimates
- 14. Project PPBS Statealternatives and evaluate them (i.e. why not taken) State alternatives in the organisation Present assessment on what effect 25% over- or under-funding might have Present with time-line etc
- 15. ZBB Zero BasedBudgeting
- 16.
- 17. Current Situation Salesup 21% New design Centre of your digital lifestyle Not-compatible Expensive MHz Myth
- 18. Marketing Marketing aroundthe iMac “Digital Hub Strategy” Commercials on TV (MTV etc) Posters Ads in Health/Fitness/Lifestyle press Young appeal
- 19. Publics Current consumers- Professionals - Home Potential consumers - Professionals - Home Employees Shareholders Community Retailers Press
- 20. Messages Centre ofyour digital lifestyle Everything is easier on a Mac Audio/Music -> iTunes Video/DVD -> iMovie Photography -> iPhoto
- 21. Objectives Show theMac-platform as the ultimate multimedia machine at the centre of the digital lifestyle. Everything is easier and more fun on a Mac
- 22. Strategies/Tactics Exhibition(s) -Participation in exhibitions with themes connected to music, video and digital photography - keynotes and product presentations - conferences connected to exhibitions - seminars for home users
- 23. Strategies/Tactics Feature articles- coinciding with exhibitions - reinforcement of messages Video/Music/Photography-Contests - showcase of “Made on a Mac” - Home video showcases
- 24. Strategies/Tactics Road-Show “Music”- Students/younger potential customers - Centred on/around music festivals - Showcase of digital-lifestyle - Special emphasis on “2000 songs in your pocket”
- 25. Strategies/Tactics Co-operation withTV- “Video” - Home-video of the month - “Young artists” series - possibly MTV as partner
- 26. Strategies/Tactics Local workshops“Photography” - co-operation with PC World(?) and/or local retailers - One-day workshops for digital photography - Seminar about digital photography - Possibility to make pictures (field-trip) - Hands-on experience with equipment
- 27. Strategies/Tactics Last yearschool workshops - esp. focus on last year school workshops - lease of equipment for limited time (road show visit?) - hands-on experience for school-leavers before going to uni
- 28. Leaflets Digital lifestyleleaflets - Explain digital hub - MHz Myth explained - Compatibility explained
- 29. Evaluation Questionnaires forparticipants Pre-/After-poll Sales figures in areas with seminars
- 30. Questions? Regarding theexam: [email_address]