Actions and Detail Panel
CIPR NI/UU Student Conference
Fri 24 March 2017, 10:30 – 15:30 GMT
CIPR Northern Ireland has partnered with Ulster University to curate a special one day conference for first year communications students. A range of leading practitioners from consultancies and organisations across Northern Ireland will share insights from their Gold CIPR PRide Award-winning campaigns.
Attendance is free for Ulster University students on the Year 1 of BSc Communication Management and Public Relations or BSc Communication, Advertising and Marketing, or MSc Communication and Public Relations. Students on these courses do not need to register to attend the event.
Attendance is also open to practitioners (CIPR members and Non-Members).
A Q&A session will follow the morning and afternoon sessions, where delegates can probe the speakers for further details on their campaigns.
10.30am: Welcome: Dr Phil Ramsey, Ulster University
10.45am: Introduction to CIPR and PRide Awards: Sinead Doyle, Chair, CIPR Northern Ireland
11.00am: Session 1: Translink and Morrow Communications
11.30am: Session 2: Action Mental Health / Turley PR & Public Affairs - Regress? React? Resolve? campaign
12.00pm: Session 1 + 2: Q+A
12.15pm: Break for Lunch
1.15pm: Session 3: JComms – Saving the Hearts of our Community campaign
1.45pm: Session 4: Smarts Communicate - ‘BT Superfast – Sure She’s Superfast’
2.15pm: Session 5: Going for Gold: Team Ireland at the Special Olympics World Summer Games (LA2015), MCE Public Relations
2.45pm: Session 3, 4 & 5: Q&A
3.15/3.30pm: Closing Remarks
Translink and Morrow Communications: Metro Legends (Gold Winner: Best Use of Digital, CIPR PRide Awards 2016)
Annette Small, communications manager at Morrow Communications will provide an insight into the Metro Legends campaign, which supported Translink’s Spring 2016 corporate strategy launch entitled ‘Get on Board’. The title ‘Metro Legends’ centred on the core proposition that Metro represents much more than just than just a bus service – it’s a driving force behind the city’s social and economic progression and we wanted to make the people of Belfast proud of Metro.
Strong research and a well thought out digital strategy underpinned this effective campaign, which engaged target audiences across digital channels as demonstrated by the Metro Legends parodies and memes, which proved that imitation is the sincerest form of flattery.
Action Mental Health / Turley PR & Public Affairs - Regress? React? Resolve? Campaign (Gold winner, Public Affairs Campaign, CIPR PRide Awards 2016)
Local charity Action Mental Health (AMH) and Turley PR & Public Affairs engaged in a campaign to ensure that ‘improving mental health’ should become an integral part of the forthcoming Programme for Government (2016-21).
The campaign threw down a challenge to Government – do nothing and Mental Health Services “Regress”, “React” positively and pledge to “Resolve” the drift in Mental Health policy, tackle underinvestment and fragmentation.
Barry Turley (and Turley PR & Public Affairs) and Tricia Browne (AMH) will talk through the timeline of the integrated campaign, which used public affairs, political engagement, events and PR across all traditional, digital and social media, all supported by a strong brand identity.
Saving the Hearts of our Community campaign, JComms (Gold winner, Community Relations, CIPR PRide Awards 2016)
Jane Williams, senior consultant at JComms will lead a presentation on this Gold PRide Award-winning campaign, which focused on launching the Henderson Group’s ambition to install over 300 public access defibrillators outside their SPAR, EUROSPAR and VIVO branded stores across Northern Ireland. The Group set up a fundraising platform for each store and they worked with their communities, staff and shoppers to raise the money for the defib, a temperature controlled cabinet and the installation of the product. It was JComms’ job to communicate to each and every community across the country as to why it was important to get involved with your local SPAR, to get these lifesavers installed.
Smarts Communicate, BT Superfast – Sure She’s Superfast campaign (Gold Winner, Integrated Campaign, CIPR PRide Awards 2016)
Seona McGrath, senior communications consultant at Smarts Communicate will discuss the brief, conception and campaign delivery for this award-winning Integrated campaign for BT.
The brief was to deliver an integrated campaign which motivated consumers to make the switch from Standard Broadband to Superfast. Research showed that we needed to deliver messages about Superfast Broadband in a simple and relevant way so that Superfast became something consumers couldn’t live without. The campaign was born out of a need to create moments when consumers ‘got’ the real benefit of Superfast Broadband - speed. Working with internet sensation ‘Frostbit Boy’ - the living embodiment of ‘speed’ – Smarts developed and delivered an exciting and disruptive integrated campaign which ran throughout 2015/16.
During her presentation, Seona will discuss the brief and objectives; strategy; tactics and how these were implemented and outcomes.
MCE Public Relations, Team Ireland at the Special Olympics World Summer Games (LA2015) (Gold winner, Best use of Media Relations; Arts, Culture or Sport campaign & Not-for-Profit campaign)
Sinead Doyle, head of consumer PR at MCE will present on the agency’s treble gold award-winning campaign for Team Ireland at the Special Olympics World Summer Games (LA2015). Strong research, media relations, influencer engagement and content creation were at the heart of this creative campaign, which delivered big results for a modest budget, making front page news and driving an awareness increase of over 100%.
In her presentation, Sinead will guide delegates through the research and campaign strategy planning, implementation and the outcomes for this special campaign.