Public institutions have Marketing needs such as any other private company. From what I have observed in the projects related to a Government or services offered by a public entity, is that there are high standards of communication to accomplish every time that we create a piece such as flyers or documents, that we organize an event or even the institution sponsors a third-party event instead.
There’re protocol rules such as where every Minister or Director sits in a press conference; style guides with large amount rules about where to put a logotype when issuing any official document. When we do Marketing for public institutions, we have to respect the established guidelines, as having a uniformed and consistent apparition of that organization's Brand makes the audience recall trust.
One of our clients was the public electric company of Andorra, FEDA. We created a style book, a valuable guide to follow for all the material that needed to be print. As well, because of the vast exposure of the company we had to be able to answer media, so we practice as the Public Relation and Press office, in charge of media releases, goalkeeping, press conferences and follow-up every single event for its content writing and distribution on the several platforms available.
With the XIVth International Winter Road Congress, Andorra 2014, we worked as a Technical Secretary in coordination with the Government of Andorra and the World Road Association. So we had to follow the guidelines of both public entities, by giving ideas to the organization and executing them at the same time. There are a lot of questions that you won’t even realize are important to take into account when sending a Newsletter for the event, organizing a meeting with a possible sponsor, or when getting in touch with suppliers, just to name a few.
We were in contact with the Protocol department of the Government, which implied tasks such as sending invitation letters to attend the event, organizing ad-hoc meetings, dinners, putting together the Minister Session, picking-up from the airport, placing in the hotels (in collaboration with Police and Public Safety department). We developed an internal platform just to take control over information such as allergies, security needs or delegation interpreters from every single Minister or director attending.
We wrote the public tenders for every single sector involved in the event: gala dinner, coffee breaks, furniture, photography, floral decoration, merchandising, audio-visuals, social agenda, hostesses, cleaning, security, simultaneous interpretation, and transport.
Event organized by the Government of Andorra and sponsored by the commercial centre Illa Carlemany. The goal is to instill the importance of sport between the society, open to all ages and with several prizes for each category. Here the entire country gets involved and the brand Illa Carlemany gets positioned supporting social and community causes.
“Goal 1,200 tons” – the first plastic recycle campaign in collaboration with the Sustainability Centre of the Government of Andorra. Its aim was recycling 1,200 tons in the following 12 months. We created a microsite where citizens could see the updated how much plastic were recycled, as well as other relevant information such as the recycling points available around the country. We created merchandising and customized a couple of containers and placed them in specific crowded commercial centers, and organized every month prizes so we could keep people motivated intheir recycling task.
A photography auction for EFE, the major multimedia news agency and the Andorran News Agency to celebrate the 75 years + 5 years of both companies. The historical photos were sold, and the raise was set aside for the funding of ASSANDCA, the Andorran Association Against the Cancer. Ministers and representative from the Government were invited, as well as CEO’s of important companies of the country.
Here another example of Synergy Mk: the collaboration between businesses EFE and ANA (partners and organizers), BINGOS (sponsors aiming to help Corporate Social Responsibility events), and ASSANDCA (getting funds to support the fight against Cancer). All media published the news, including the digital newspaper platform ARA.AD (read the full article here).