PR & Communication
Strategy & Tactical Work Plan
March 1 – May 6, 2019
Prepared by:
Gerrard ‘Gerry’ McDaniel
PR and Communication Consultant
March 11, 2019
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TABLE OF CONTENTS
1. INTRODUCTION
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SECTION 1: STRATEGIC PLANNING
2. Strategic Positioning
i. Programmatic Objectives
ii. Communication Objectives
iii. Key Audience Analysis
iv. Core Strategies
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3. Communication Channels
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4. Targeted Media contacts
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SECTION 2: OPERATIONS
5. Messaging
6. Tactics, Tools & Actions
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SECTION 3: PROCESS MANAGEMENT
7. Monitoring & Evaluation
8. Indicative Budget
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INTRODUCTION
WHAT IS KingstOOn?
The Government of Jamaica, in collaboration with the World Bank is in the final stages of
mounting the KingstOOn 3 Animation Conference and Afro-descendant Film Festival to be held
at the University of Technology, Jamaica in Kingston over the period April 3-7, 2019
KingstOOn 3 seeks to build on the successes of 2013 and 2016 and again host the biennial display
of Afro-descendant culture through storytelling and animated media. This will be executed under
three core themes: LEARN, EARN and DISPLAY.
CORE OBJECTIVES
1. To provide participants, especially Caribbean animators and associated professionals,
with the avenues to continue to LEARN the nuances of the global animation pipeline, by
engaging directly with global industry leaders in various aspects of the business of
animation, including education;
2. To create opportunities for participants to EARN from their engagement in animation at
any level, by facilitating the creation of pitch decks and pairing pre-qualified individuals
with potential content;
3. To DISPLAY Afro-descendant animated content in the Animation Film Festival, by
showcasing content developed by studios from around the world that speak to the afrodescendant reality (stories, images, music, customs…).
WHAT WILL THIS LOOK LIKE?
In practical terms, KingstOOn 3 will:
 Facilitate the exposure of participants to more granular business topics and content
specific workshops;
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Create a space for the exchange of knowledge and experiences, via panel discussions and
networking events;
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Encourage the interaction between producers of content, buyers of content and
consumers of content, via speed meetings and networking events;
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Catalyse the exchange of ideas within the community of practice between Afrodescendant animators, via an Afro-descendant Animation Film Festival;
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Showcase Jamaica as a rich source of Afro-descendant stories, academic exploration and
ultimately animation production;
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Demonstrate animation as a viable career through its many manifestations (games, nonentertainment, feature films, etc.).
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SECTION 1: STRATEGIC PLANNING
STRATEGIC POSITIONING
PROGRAMMATIC OBJECTIVES
The specific objectives of KingstOOn are to:
1. Generate Employment Leads for graduate of Animation Programmes;
2. Generate co-production and outsourced leads;
3. Promote ‘Brand Jamaica’ in the animation and film industry;
4. Create learning opportunities in current and future trends;
5. Generate broadcasting lead;
6. Stakeholders input for animation policy development.
COMMUNICATION OBJECTIVES
CONTEXT
These objectives are pegged to the realities of the consultant being contracted within the final 5
weeks of the staging of the event. In this regard some of the immediate needs will be different
from those typical of the foundation planning and activation phases.
CURRENT PRIORITY OBJECTIVES
1. Accelerate visibility
a. To ramp up national and regional visibility of the event among the primary target
audiences.
b. To deepen engagement among the primary stakeholders in KingstOOn about all
aspects of the event.
2. Facilitate active participation
a. To drive registrations though the designated online portal by piquing interest in
and excitement about the offerings at KingstOOn 3
b. To create a core of allied advocates /surrogate voices from among the partners to
swell the share of voice in the marketplace.
3. Branding & Reputation Management
To protect and burnish brand KingstOOn as one of the premier animation industry events
in the wider Caribbean, the regional Diaspora and among peoples of African descent.
a) Promote ‘Brand Jamaica’ within the animation and film industry
b) Branded collaterals and wearables to reinforce visual mark and slogan in the minds of targeted
audiences
c) Enhance the lived experience at KingstOOn 3 by attention to details which delight participants
and facilitate their desired outcomes.
d) Pre-empt and manage reputational risks & rapid response to dissatisfaction
e) Post event promotion of outcomes to create desire/demand for a possible staging of
KingstOOn 2020
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KEY AUDIENCE ANALYSIS
TARGET AUDIENCES
(Interest groups we want to reach)
Youths – ages 16-35 years with the
potential and interest to be actively
engaged in the animation industry.
DESIRED ACTIONS
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Sponsors & directly vested stakeholders
Public sector partners
GoJ officials OPM & key ministries
(MOEYI, MLSS, MSET, MCGES, MICAF & MECJC)
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Reps. from the multilateral community
Traditional Mass Media
Local, Regional, International, Trade specific
 News – Economic Growth,
Business, Technology
 Arts, Culture & Entertainment
 Youth
 Career and Education
Social Media Influencers
Bloggers, Vloggers, Micro-bloggers
Consumers of animated outputs
Architects, Manufacturers, Music studios,
producers, Song writers Fashion designers,
curators Marketing & advertising agencies
NEET Youths & the community of Persons
with special needs
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(How we would like them to respond)
Follow KingstOOn feeds via social media channels
(Facebook, Twitter & Instagram)
Subscribe to the last 3 weekly newsletters
Actively engage via these platforms
Register to attend via website
www.kingstoonfest.com
Become advocates by sharing the content,
encouraging others to attend. (reg field for how
you heard about KingstOOn and have a drawing?)
Attend KingstOOn 3 at Utech April 5-7, 2019
Share stories about their experiences – during and
after the event (SM spot prizes?)
Endorse event, come on board
Expand existing involvement
Share their KingstOOn stories
GOJ communicators, executives & international
development partners to share stories within their
spheres of influence
Attend KingstOOn 3 and interact with the youth
Carry content from official releases
Interview participants and carry stories in the lead
up to the event
Subscribe to the last 3 weekly newsletters from
which to harvest stories
Sponsor the exposure of some content via their
platforms
Create original content for their channels
Share KingstOOn generated content
Attend & cover KIngstOOn 3
Share their experiences at the event post facto
Attend and actively participate in KingstOOn 3
Cover KingstOOn events
Share content about their KingstOOn 3 experiences
Engage with young animators at the event
Attend and participate in KingstOOn
Grant interviews to facilitate positive stories about
the event. [Sign language in some sessions? Ramps?
Blind friendly?]
Animation Industry operatives
Local and International distributors, producers
and broadcasters of animated content,
Animation studio executives, Animation
Education Stakeholders (Programme Directors,
Instructors and students )Active Animators
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Advocate for and attend KingstOOn 3
Attend and cover the KingstOOn events
Share expertise with participants and other
attendees
Share stories about their KingstOOn experience
within their circles of influence.
CORE STRATEGIES
1. Engage in active social listening – both online and off to get clues about shifting target
audience preferences.
2. Feed internal communication channels to increase the likelihood of a sense of
ownership of the event. This should be augmented with active listening
3. Build a coalition of advocates across interest groups and seek out influencers within the
primary target audience
4. Disaggregate information distribution into hubs of interest groups
5. Regularly populate all social media channels with morsels of timely information and
reminders
6. Leverage the special interests in traditional media to prompt unsolicited requests for
coverage and publication.
7. Engage trusted/ high value social media influencers on the same basis as traditional
media (eg Huffington Post as regular invite to daily White House briefings in the US)
8. Blend direct engagement with mediated platforms as far as possible.
9. Synchronize messaging on social media with live interviews and other media
publications to reinforce messaging and prompt double screening
10. Utilize GoJ expertise where mutually beneficial. For example
i. JIS to handle media accreditation
ii. Press Secretary to sensitize the Ministries, Departments & Agencies
through her network within the Government Communicators Group.
iii. Request mutual web page links for Kingston online promotional banner
11. Monitor and facilitate the delivery of all sponsors entitlements, particularly those to be
carried in the communication products (press releases, collaterals, media engagements,
signage and visible participation in the events at KingstOOn 3)
12. Explore proximity marketing solutions with KingstOOn sponsors as a value-added
proposition
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COMMUNICATION CHANNELS
TOOLS: A robust menu of comms products is already on tap with others currently in production.
DIGITAL: Social media channels are attracting engaged followers. Web site being reconfigured.
TRADITIONAL: Sponsorships have guaranteed TV, radio, print and signage options
COLLATERAL: Magazine, programmes, wearables in production. Partnerships will supplement.
TARGET AUDIENCES
PRIMARY COMMUNICATION CHANNELS
(Interest groups we want to reach)
Youths – ages 16-35 years with the
potential and interest to be actively
engaged in the animation industry.
Sponsors & directly vested stakeholders
Public sector partners
GoJ officials OPM & key ministries
(MOEYI, MLSS, MSET, MCGES, MICAF & MECJC)
Reps. from the multilateral community
Traditional Mass Media
Local, Regional, International, Trade specific
 News – Economic Growth,
Business, Technology
 Arts, Culture & Entertainment
 Youth
 Career and Education
Social Media Influencers
Bloggers, Vloggers, Micro-bloggers
Consumers of animated outputs
Architects, Manufacturers, Music studios,
producers, Song writers Fashion designers,
curators Marketing & advertising agencies
NEET Youths & the community of Persons
with special needs
Animation Industry operatives
Local and International distributors, producers
and broadcasters of animated content,
Animation studio executives, Animation
Education Stakeholders (Programme Directors,
Instructors and students, Active Animators)
How are we most likely to find them
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Social media driving to website & e newsletter
WhatsApp
Collaterals among influencer groups and at
educational, social venues (churches)
Targeted traditional media (Youth Link advert?)
Event branding and interactive interfaces
Direct contact – phone, mail, online and face to face
meetings
Newsletter
Media advertising
Targeted digital marketing
Event branding
Curated media contact lists
Online tagging
Electronic press kits with backgrounders
Briefing
Editorial board meetings
Press releases
Story Pitching
Media advertising
Event branding
Direct tagging, following
Business/Tech stories in traditional media
Direct contact via digital media
Digital Marketing
Trade Associations
Trade publications
High visibility traditional media
Event branding
Umbrella institutions & GoJ agencies
Social media
Community advocates
Digital Marketing
Direct communication
Trade publications
Traditional media
Event branding
TARGETED MEDIA CONTACTS
This list is organic and will evolve continuously
CATEGORY
Print – local
Broadcast –
local TV
Broadcast –
local RADIO
Online
MAGAZINES
CARIBBEAN
REGIONAL
INTERNATIONAL
TARGETED MEDIA CONTACTS
Gleaner
News – Damion.mitchell@gleanerjm.com | editorial@gleanerjm.com
Arts & Education – amitabhsharma@gmail.com
Entertainment – nashauna.lalah@gleanerjm.com | star@gleanerjm.com
Business – lavern.clarke@gleanerjm.com | business@gleanerjm.com
Youth – yl.jamaica@gmail.com | Technology – kareem.latouche@gleanerjm.com
Women – flair@gleanerjm.com | tickoya.joseph@gmail.com | starlit_tk@hotmail.com
The Observer
News – sankeyp@jamaicaobserver.com | balfordh@jamaicaobserver.com
Business – ricky.browne@gmail.com | hanniffa.patterson@gmail.com
Entertainment – bonittob@jamaicaobserver.cm | johnsonr@jamaicaobserver.com
Careers & Education – thompsonk@jamaicaobserver.com | kimonesadekie@gmail.com
Women – clarkep@jamaicaobserver.com | allwoman@jamaicaobserver.com | petulia_c@yahoo.com
TVJ
News rjrnews@rjrgleanergroup.com | masters.oshane@gmail.com earlamox@gmail.com
Business – dashan.hendricks@gmail.com | Local – Judith.alberga@televiisonjamaica.com
Smile Jamaica – shauna.cushnie@televisionjamaica.com
CVM
News news@cvmtv.com | Business - allmedia6@cwjamaica.com | CAS sunrise@cvmtv.com
RETV: info@reggaeentertainment.com | JNN: sharpe.mx@gmail.com
Business Access TV – news@batv.com | denzie@batv.com
JIS TV - tv@jis.gov.jm | edit@jis.gov.jm |
IRIE FM bschmidt@iriefm.net | natcamja@yahoo.com | news@iriefm.net zipinfo@cwjamaica.com
RJR 94 FM
News: rjrnews@rjrgleanergroup.com Courtney.barrett@rjrgleanergroup.com
Hotline:
Nicole.thomas@rjrgleanergroup.com Sunny Side Up: Monique.whitfield@rjrgleanergroup.com Beyond
the Headlines: camillewilliams1995@gmail.com Too Live Crew: markland4u@yahoo.com ;
mcburger550@yahoo.com
Nationwide News Network: news@nationwidenewsnetwork.com treid@nationwidenewsnetwork.com
vlderby@outlook.com chughes@nationwidenewsnetwork.com karakpowell@hotmail.com
POWER 106: power106@cwjamaica.com
JIS: radio@jis.gov.jm
LOOP News Caribbean al.edwards@loopnewsgroup.com | al@trendmediagroup.org
Julian.richardson@loopnewsgroup.com | claude.mills@gmail.com | Caribbean 360
editor@caribbean360.com |Caribbean Journal abritell@caribjournal.com
Silicon Caribe – siliconcaribe@gmail.com | Carib Direct – editor@caribdirect.com
Teen VybZ teenvybemagazine@gmail.com : Ja Business Mag: ederizzio@masaka.com
T&T Guardian: robert.alonzo@guardian.co.tt |T&T Express: omatie.lyder@trinidadexpress.com
T&T News Day: newsday@newsday.co.tt | CMC B/dos: nicole.b.best@gmail.com Cbbean News Now:
editor@caribbeannewsnow.com |Guyana Times: wnigel10@hotmail.com news@guyanatimesgy.com
Kaieteur News: adameharris@yahoo.com | IRIE JAM Radio info@iriejam.com
Animation Magazine – edit@animationmagazine.net
Cartoon Brew
Miami Herald: jcharles@miamiherald.com Associated Press:
Washington Post:
GOJ MEDIA & National Comms Allies: nemsfrancis@yahoo.com | naomi.francis@opm.gov.jm
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SECTION 2: OPERATIONS |MESSAGING 1
HEADLNE ANGLES /THEMES
Reloaded & Ready – REGISTER NOW
Animation – Youth Designing the Future
LEARN, EARN & DISPLAY @KingstOOn 3
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SUPPORTING TALKING POINTS – TO BE FINALIZED
KingstOOn 3 is all set and ready to roll April 5-7, 2019 at Utech’s main campus in Papine
Register NOW and bring your circle – it’s more fulfilling in company
Building on 2013 & 2016 and poised to go higher – from 2 days to three
Themes are the same – LEARN, EARN, DISPLAY
All competitions closed, finalists selected (List of categories)
Full slate of high-quality speakers – range of topics, local, regional, international
Visually and tactically exciting – Wacom – Cintiq battle, ANJ & Cosplay
Maintaining Caribbean flavor with global outlook
Consolidating position as an emerging animation hub with near shore advantage to North America
Robust partnerships = national/regional movement
Opportunities for investment, career options, more choices for consumption
Youth centered and driven by millennials & centennials – new Industry --- State Minister as Brand Champion
A shot in the arm for disproportionately high youth unemployment rates – latest figures?
Leverages their skills and passions to create value and to enhance economic growth & job creation
Gender neutrality is one advantage of tech-driven businesses
Exciting and refreshing new ways of preserving core values and relaying OUR history
KingstOOn 3 is presented by the Office of the Prime Minister under the World Bank-funded YEDAI Project
List partners
3-day animation conference and film festival
Event Dates: April 5-7, 2019 | Venue – University of Technology, Jamaica
Preceded by developmental bootcamp for pitch finalists – April 3-4
3-track rationale
- LEARN: Live & direct interface with global industry leaders as they share insights about the global animation pipeline,
including the nurseries of education, coaching & mentoring
- EARN: Practical insights on the tools of the trade to set up income generating and sustainable business models. The
exchanges come through formal workshops, panel discussions, networking and B2B sessions
- DISPLAY: Feast all your senses on finished products in the KingstOOn 3 African Descendant Int’l Film Festival
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MESSAGING /2
HEADLNE ANGLES /THEMES
Race to the top
Family Fun in a safe location & FREE
Hub of the Globe – International Film Festival
World Class Speakers
Opportunities for all
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SUPPORTING TALKING POINTS – TO BE FINALIZED
Finalists prepped and ready to go as thy compete for bragging rights
Participant involvement in live battles to ramp up the excitement --- Wacom Cintiq battle as a prime example
Fantastic prizes – software, hardware, internships, scholarships – list them
Affirmative action to spread the recognition – Jamaican, Caribbean, International levels – details
Returning champions defending turf
Multiple categories for some finalists
KingstOOn is FREE
Register NOW
Online portal is www.kingstoonfest.com
Range of activities – kids to investors | Engaging and interactive sessions | Flag the Wacom Cintiq live battle
Curated from high quality stock of Afro descendant content – 75%+ animated content | Regional & International studios
Short films – NOT submitted for competition, but enjoyment | Interactive format including exchanges with film makers
OUR stories, aesthetics and culture – images, music, customs
Schedule & venue – names, directors, blurbs?
Possible deal with Palace for a summer re-run? Funds partially to schools of animation ?
Breaking into international market with local content
Sesame Street Content Hunt
Success story testimonials – Coretta Singer +
Rich and varied formats – workshops, panels, coaching (eg pre -event pitch bootcamp)
Investor programme
Women in Animation
Affirmative action to clear a growth path to the top
Cycles of success – winner to featured speaker – Coretta
STORYTELLING AGENDA
PRE-EVENT:
5 press releases – 1 Curtain raiser + 4 targeted | 10 interviews (2 TV + 8 radio)
1 editorial board meeting | Daily social media posts x 4
@ KINGSTOON:
POST-EVENT
 Reportage on opening & closing ceremonies
 2 releases – Curtain closer + winners gallery
 Ongoing – real time via social media
 3 interviews with winners (2:1 radio/TV)
 post event via releases – one per day
 2 weeks social media morsels (5-3 daily)
2
TACTICS, TOOLS & ACTIONS
CORE STRATEGIES
Engage in active social listening – both online and off to get
clues about shifting target audience preferences.
Feed internal communication channels to increase the
likelihood of a sense of ownership of the event. This should
be augmented with active listening
Build a coalition of advocates across interest groups and
seek out influencers within the primary target audience
Information distribution by interest group hubs
Regularly populate all social media channels with morsels
of timely information and reminders
Leverage the special interests in traditional media to
prompt unsolicited requests for coverage and publication.
Engage trusted/ high value social media influencers on the
same basis as traditional media (
Blend direct engagement with mediated platforms
Leverage communication expertise, channels and systems
across the Public Sector and with partners to build
goodwill for the KingstOOn brand and create internal
stakeholder buzz for KingstOOn 3
TACTICS
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TOOLS & ACTIONS
Daily dipstick check-ins and weekly reviews
Reportage and consultation
Social and social media interactions
Stakeholder analysis
Social calendar
Direct contact and pitching
Incorporate new media and social media influencers into media
targeting, follow and tag as appropriate
Synchronize messaging on social media with live interviews and other
media publications to reinforce messaging and prompt double
screening
JIS to handle media accreditation
Press Secretary to sensitize the Ministries, Departments & Agencies
through her network within the Government Communicators Group.
Explore proximity marketing solutions with KingstOOn sponsors as a
value-added proposition
Run a parallel customer care intervention for partners and
sponsors of KingstOOn 3
Monitor and facilitate the delivery of all sponsors entitlements,
particularly those to be carried in the communication products
3
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Charts from Google analytics
Corrective actions or enhancement
Summary notes
Formal Documentation
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Running notes to feed formal documentation
Corrective Action
Segmented distribution lists | assessment | documentation
Contribute copy | edit | revise | assess impact
 Deploy messaging guide for pitch documents
 Follow up, monitor, document
Update media lists to include wider range of new media outlets and
influencer
Populate social media content calendar with live interview and print
/online media publication schedules
Negotiate for incorporation into letter of agreement
Link newsletter mail out to the government communications group
Request mutual web page links and social media tagging for key
ministries – OPM, MLSS, MOEYI, MOEGJC, MCGES, MSET
Activate mutual tagging on social media platforms
Request mutual web page links for KingstOOn online banner
Discuss with product sponsors & facilitate with Flow
Develop a log to cross check all press releases, collaterals, media
engagements, signage and visible participation in the events at
KingstOOn 3
SECTION 3: PROCESS MANAGEMENT | MONITORING & EVALUATION
COMMUNICATION OBJECTIVES
Accelerate visibility
To ramp up national and regional visibility of
the event among the primary target
audiences.
To deepen engagement among the primary
stakeholders in KingstOOn about all aspects
of the event.
Facilitate active participation
To drive registrations though the designated
online portal by piquing interest in and
excitement about the KingstOOn 3 offerings
To create a core of allied advocates
/surrogate voices from among the partners to
swell the share of voice in the marketplace.
Branding & Reputation Management
To protect and burnish brand KingstOOn as
one of the premier animation industry events
in the wider Caribbean, the regional Diaspora
and among peoples of African descent.
Branded collaterals & wearables
Pre-empt and manage reputational risks &
rapid response to dissatisfaction
Promote ‘Brand Jamaica’ within the
animation and film industry
Enhance the lived experience at KingstOOn 3
by attention to details, which delight
participants and facilitate desired outcomes.
Any possibility of touch screen/ online evaluation portal
to harvest feedback?
Post event promotion of outcomes to create
desire/demand for a possible staging of
KingstOOn 2020
Fiscal prudence
OUTCOME INDICATORS
 Number of impressions
 Reach, engagements,
conversions, Advocacy actions
 Number of media interviews
 Number of press release
pickups
As above
TARGETS
Per
consultant’s TOR
Registration numbers directly linked to
communication interventions
Per
consultant’s TOR
Number of advocates actively enlisted
1 brand champion
2 other influencers
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Number of risks identified and
averted
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Number of risks handled and
mitigated
Per
consultant’s TOR
70% rate of
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Number of crises managed
and resolved
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Number of positive mentions
in editorial copy
Number of favourable
mentions of destination in the
context of KingstOOn initiative
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Participant feedback – qualitative
(scale of tone - Likert scale)
Number of positive ratings / total
feedback logged
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Number of impressions
Reach, engagements,
conversions, Advocacy actions
 Number of media interviews
Number of press release pickups
Variance from budgeted allocations
1
Desired outcome/
total incidents
TBD
Per
Consultant’s TOR
Within 10%
INDICATIVE BUDGET
TO BE SUPPLIED BY FINANCIAL SPECIALIST
2