The Aubia Communications public relations measurement and evaluation plan for securing new clients among expatriate entrepreneurs.

2.  A freelance Public Relations consulting firm
focused on Strategic Communications
Planning to bring solopreneurs and small
business owners to top-of-mind in their
industries
 The firm desires to increase client accounts
among expatriate solopreneurs (Coin of the
Realm: Increase Revenue)

3.  Monica Miller Rodgers, owner/freelancer
 Accredited Public Relations Professional with
seven years of experience, working for agencies
and government in strategic communications,
internal communications, media relations,
community relations, crisis communications,
copy writing and editing, branding, and social
media marketing.
 Basic evaluation currently undertaken by
measuring how many new clients are obtained,
requests for information, Google Analytics
reports on Aubia Communications blog, and
social media platform monitoring.

4.  Mission Statement: Aubia Communications is
dedicated to helping solopreneurs and small
business owners stand out in their industries
through strategic communications planning
that effectively engages and supports target
audiences.
 Business Goal: For Aubia Communications to
become a profitable freelance firm.
 Communications Goal: For Aubia
Communications to be recognized as an
expert in strategic communications planning
for public relations activities.

5.  In order to reach its overarching business and
communications goals, Aubia
Communications needs to secure more
paying clients
 Aubia Communications is uniquely positioned
to assist expatriate solopreneurs in achieving
their business objectives
 The goal for the securing new clients
program is for Aubia Communications to be
recognized as the go-to source for PR
consulting for business growth

6.  One-on-One Interviews
 Direct Observation
 Environmental Scanning
 Survey
(http://www.popsurvey.com/s/a1fsbf)

7.  Expatriate Solopreneurs
 Solopreneurs who have created personal
businesses that can travel with them
 Life Coaches
 Business Advisors
 Health and Beauty Consultants
 Product Sales
 Typical Profile: MLTA college-educated
married woman from 30-50 years old with
previous workforce experience

8.  To increase awareness of Aubia Communications
among expatriate solopreneurs in Zurich from
zero to 50% by February 2015
 To increase requests for information from one to
five per month among expatriate solopreneurs by
February 2015
 To increase social media interactions among
expatriate solopreneurs from zero to 10 per
month by February 2015
 To increase contract procurements among
expatriate solopreneurs from one to six by
February 2015

9.  Educate expatriate solopreneurs about Aubia
Communications and what it offers
 Join expatriate groups (i.e. The American
Women’s Club of Shanghai)
 Participate in social media groups of
expatriate groups (i.e. InterNations)
 Provide information at expatriate group
meetings and issue survey after
presentations

10. Public Relations
Activity
(Inputs)
• To publish one blog post a month directed specifically at expatriate solopreneurs
• To post one status /question per week in expatriate social media groups
• Post one Tweet per day about expatriate business
• To present a PR lunch and learn at an expatriate group meeting once per quarter
• To guest blog/provide a guest commentary in expatriate group newsletter once per
quarter
Intermediary
Effect
(Outputs)
• Impressions on
blog posts and
guest
commentary via
Google Analytics
(Aim: 100/week)
• Visits to Aubia
Communications
blog and social
media sites
(Aim: 50/week)
• Key message
alignment in
conversation
after PR lunch
and learn
• Accuracy of facts
shared from blog
posts
• RFIs
(Aim: 4/month)
• Follows on social
media platforms
(Aim: 10/month)
• Questions asked
at lunch-and-
learn
• Supportive
comments on
blog posts and
social media
posts (Aim:
3/post)
• Likes, shares and
RTs on social
media platforms
(Aim: 5/post)
• Survey results
after the lunch-
and-learn
Target Audience
• Post survey
results
• Visits to Aubia
Communications
blog and social
media sites
• Knowledge of
Aubia
Communications
offerings
• Brand association
and
• Visits to Aubia
Communications
blog and social
media sites
(Aim: 50/week)
• Click-thru to site
• NPS (Aim:
Greater than 70)
• Endorsements
(Aim: 1/quarter)
• Links to site (Aim:
1/ week)
• RFI
• Social Media
Interactions
• Signed Contracts
Awareness Knowledge Interest Support Action
Strategic
Communications

11.  Throughout 2014, is Aubia Communications
meeting KPIs?
 Repeat measurement quarterly by re-
analyzing survey results for increase,
decrease or no change
 Speak with subjects on a regular basis from
the Master Prospect List

12.  By February 2015, did Aubia Communications
fail, meet or exceed the objectives?
 What feedback was received as to why the
objectives were not met/exceeded?
 Where does Aubia Communications go from
here?