Strategy, planning, and implementation of a B2B campaign

Microsoft Dynamics (B2B) wants to broaden its image, and be seen as a business partner of Polish enterprises, beyond being a software supplier only.

Two main difficulties had to be overcome:

1. To separate Microsoft Dynamics from consumer/corporate image of Microsoft, which is seen as a consumer-brand, and
2. To reach the very difficult target group of business decision makers of medium and large sized enterprises.

The campaign reached its targets thanks to

• A thorough preparation, researching in depth the educational needs Business Decision Makers.
• An inventive campaign plan of 50 meetings with target group, in the format if a scholarship.
• A valuable diploma giving exemption of the first MBA semester.
• A precise implementation, reaching wide media coverage: “Friends of Success”, the elite advisory-educational program for management of SME’s in Poland.

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Strategy, planning, and implementation of CSR campaign

“Safe ride” is a program, developed by Twenty Four Seven PR for McDonald’s Polska, to reduce the high number of road accidents involving children.

A nationwide educational program, targeted at school children, their teachers and parents, was created in cooperation with the National Council for Road Safety (Ministry of Infrastructure) and the Police.

Schools can participate in an educational road safety program via:

• Educational packs for teachers
• Lesson materials for school children
• An official biking exam – under auspices of the Police
• An additional competition
• Acquiring road safety packs for children

30,000 children have been educated so far – directly improving the Polish road safety in everyday life.

The program has been widely covered by media – credibly positioning McDonald’s as responsible corporate citizen.

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communication strategy, media relations

eBay entered Poland in 2005 – when local player Allegro already was the very established online auction portal, loved by online community and by media. eBay, ‘the American giant’, was perceived as corporate foreigner in patriotic Poland, trying to win over the local favorite.

In 2007 Twenty Four Seven PR was asked to support eBay Poland in their challenge to gain popularity. At first a well defined clear cut media message, communicating eBay’s USP, and a media strategy were prepared. Intense and pure media relations, realized with a true passion for the eBay-model have turned eBay Poland from being a weak alternative to Allegro, into an attractive niche player.

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Strategy, planning, and implementation of an educational work safety campaign

The campaign „Dangerous sites aside” successfully has raised the unpopular topic of work safety among blue collar workers in one of the biggest steel factories in Poland. Thanks to its original formula and choosing untypical methods for internal communication between employer and employees, over 5000 workers got convinced of taking safety cautions in daily work seriously.

The campaign also had a unique character, because it is the first such a Polish camping about obeying health and safety at-work legislation among workers.

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