Managing the private – public relationship
the role of communications
Louis de Schorlemer, managing director, EuropArea
Why bother?
EU wide public sector spending
1500 billion euro/ year
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Public vs private?
Complex decision making
Not trendsetter
Stable partnership
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Key benefits
Foreseeable spending policy
Long term relationship
Perceived value for client
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Challenges
Public purchasing policy
Budget and revenue structure
Transparency and public scrutinity
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EuropArea
Shared platform for hospitality
accommodating
national Olympic Committee houses
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Communications Plan
Brand / Value
Proposition
Business
strategy
Company Programs
Comm.
objectives
Target
groups
Goals and
messages
Activities
Results/
Evaluation
Corporate Principles
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Business strategy
A fair solution for all National Olympic
Committees looking for:
- budget optimisation
- increased marketing exposure
- enhanced athletic celebrations
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Core values
You get what you pay for
We work open books
We engage the Olympic values
We grow together
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Communication objectives
Establish as
- partner for their success
- sole provider
- part of the Olympic family
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Target Audience
30+ European Olympic Committees
Institutional and corporate sponsors
National/ regional authorities
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First level message
Our job is to facilitate your success
– Your national identity is preserved
– Your committment is essential to
succede
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Second level message
We are a responsable partner
– You get what you pay for
– We have no hidden agenda
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Third level message
We are part of the family
– We live by the Olympic values
– We know the rules
– Our committment is long term
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Our toolbox
Door-opening with a referee
- MEMOS
- Belgian Olympic Committee
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Our toolbox
Face to face
- Individual relationship
- Trust building
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Our toolbox
Corporate diplomacy
- Multiple entries to decision making
- « What if? » approach
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Milestones
Confirmed participation
Third party sponsorship
Sochi 2014 and Rio de Janeiro 2016
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The unity of message
We only go because we go for the long term
We keep the same public face over time
We are passionate about what we do
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Let’s keep in touch
Louis de Schorlemer
LS@EuropArea.com
+32 479 93 92 10
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