2. 2
about agency
• 7 years of PR exper@se on Ukrainian market
• 20 specialists on the Agency team
• Over 200 successful projects
• 60 Brands managed within the agency
• Basecamp and Highrise used to manage projects and regulate @me efficiency
within the Agency
• First PR Agency to become a member of the UN Global Compact
• Over 15 Social Projects implemented for Clients: Sun InBev Ukraine, JTI,
Tetra Pak Ukraine, Let's do it Ukraine
• Exper@se in digital PR and constant collabora@on with colleagues from
Hoshva digital
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7. 7
team profile: oksana hoshva
Work
• HOSHVA Digital LLC: Owner, CEO
• HOSHVA PR LLC: Owner, CEO
• KEY Communica@ons: Senior PR manager (2003–2005)
• M1 Music TV Channel: PR director (2002–2003)
Educa@on
• Execu@ve MBA + and Digital Marke@ng program.
IE Business School, Spain. Expected gradua@on date – 2014, July.
• CIM/CAM Diploma in Digital Marke@ng program.
London School of Marke@ng. Expected gradua@on date – 2013, December.
• Masters‐level Diploma in Public Rela@ons program. Overall grade – Merit.
Chartered Ins@tute of Public Rela@ons, London.
• Graduated Suma Cum Laude in the top 5% of the class with a Bachelor of
Business Administra@on degree. Cumula@ve GPA: 3.88 (based on the 4.0
grading scale). Interna@onal Chris@an University, Kyiv, Ukraine
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8. 8
team profile: oksana hoshva
Professional affilia@ons and awards
• Member of the Chartered Ins@tute of Marke@ng, London, UK.
• Board Member of the Ukrainian Associa@on of Public
Rela@ons (2008 – present); Head of the UAPR for Students
Commioee (2008 – 2012); Head of the Digital PR Commioee
(2012 – present); coordinator of the PR Directors Club project
• Developed and carried out a research project The role of the social media in
corporate PR prac@ce using the Ukrainian context as a case study . Available at
Slideshare and presented during European PR Congress in Kyiv (2011, October)
• Created and hosted First Ukrainian PR Podcast. Received UAPR s ‘PRAVDA
Awards’ recogni@on for it in 2010
• Jury member of: Kyiv Interna@onal Adver@sement Fes@val (2013), UAPR s
PRAVDA Awards compe@@on (2011), ‘Zolotoy PROpeller’ (2009–2011)
• Featured speaker at the Marke@ng Directors Forum (2012), Marke@ng
Revolu@on Conference (2012) and others
• Editor s choice at ‘35 under 35’ special edi@on of Marke&ng Media Review
magazine (March, 2013)
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13. 13
Brand communica@ons: Otbornoye
Goals
• To present a new product for media aber launch
campaign
• To hold an interes@ng, informa@ve event
• To Involve journalists into presenta@on
Decisions
• To use a crea@ve format of speed‐milking
• To create 5 presenta@on tables: Milk Sommelier,
Creamy Barista, Gastro Corner, Informa@on Centre,
Laboratory
• To divide journalists into groups and circulate them
through tables, switching every 15 minutes
• To involve opinion leaders as experts (Aurora
Ohorodnyk)
• To involve journalists into ac@vi@es to show unique
product features (to learn laoe art, cook dairy
breakfasts etc.)
Results
• 26 journalists aoended the event
• Leoers of gra@tude from journalists
• Preliminary media exposure: 45–50
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14. 14
Goals
• To turn students minds to the problem of excessive
and irresponsible beer‐drinking
• To inform about generally accepted rules of beer
consump@on
• To aoract young leaders for forming responsible
autude to beer‐drinking
Decisions
• To create funny comics about problems that
accompany irresponsible beer consump@on
• To hold an event using original format and
extraordinary idea of Comics In 24 Hours’
• To involve opinion leaders, student audiences and
professional illustrators, induct SMM coverage of the
whole comics crea@on process
Results
• Aoained involvement of Facebook Page fans: +371%
• Facebook Community growth dynamics: +357%
• Facebook coverage: 800 000 (2nd wave of campaign);
• Opinion leaders involvement into campaign as
volunteers: 24 people
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CSR Project for Obolon Responsible
Beer Consump@on
15. 15
Aims
• To posi@on companies ‐ Sun InBev Ukraine, JTI,
OTP Bank ‐ as experts and aorac@ve employers
for students
Decisions
• To develop an event concept – ‘Employers vs
Students debates – a verbal duel between team
of students and team of employers
Results
• During three rounds, representa@ves of Sun
InBev Ukraine, JTI, OTP Bank, and members of
the youth AIESEC and EYP‐Ukraine organiza@ons
with the assistance of independent experts
discussed students expecta@ons from employers
and vice versa
• Event was covered in New Media, in par@cular,
there was created and regularly updated blog of
the project that conducted Media Rela@ons
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Employer Brand Development
18. 18 18
CSR, consumer & corporate PR for
Tetra Pak
Goals
• To support press centre
• To develop reputa@on aoributes
• To support marke@ng and CSR projects
Scope of work
• Press centre 24/7 support (nearly 800 materials
per year, 10 interviews and 30 comments)
• Strategy development and implementa@on of all
the reputa@on aoributes (more than 10 events
per year)
• CSR program development and implementa@on:
Environmental Care (more than 7 events per
year)
• Strategy development of dairy category evolving
20. 20
Scope of work
• A working concept for social media
• Concept and construc@on of Dynamic Museum
website
• Official Facebook account: pos@ng and promo@on
• Conduct ac@vi@es and develop Campaign content —
Leipzig Reads Ukraine’
• Digital campaign for formal presenta@on of the
Ukrainian delega@on at the Leipzig Book Fair
• Network with partners, including Google Ukraine
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Digital PR for Rinat Akhmetov Founda@on
for Development of Ukraine
22. 22
Reputa@on, Media Audits and
Strategies
Scope of work
• To conduct presence analysis of Media Group
Ukraine in informa@on field, compare with
compe@tors
• To determine the propor@on of main voices’
of media players
• To determine the nature of the Group's assets
percep@on
• To analyze press services of assets
• To provide recommenda@ons to improve
press services work in construc@on of power
assets of the Group
• To develop a strategy of loyalty forming
programs (Comfy)
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