Brief - Aprilia scooters 2005:
Aprilia wanted an agency that would act as a partner, an integral part of the company that would manage its interests through the handling of press, events and co-marketing projects.
Promark PR had to show innovation, dynamism and attention to detail, plus an ability to demonstrate we could recognise how individual activities contributed to Aprilia’s wider objectives.
We had to demonstrate experience in working with strong brands and be able to show a track record in the medium to long term influence of public perception towards particular brands.
The PR plan put forward would be used as a strong guideline for the year, but would need to be adjusted according to (if any) new opportunities or external factors. Aprilia expected the Promark PR team to show flexibility and speed of reaction. Being always up to speed with the market and the competitors, the PR team needed to be in a position to advise Aprilia of the need for any change in direction.
In an aggressive market place, and a diminishing overall market there would be a need to produce innovative ideas. Working closely with Aprilia on co-marketing opportunities, Promark PR had to be ready to push the Aprilia brand into third party marketing campaigns wherever possible.
The plan also needed to support the Aprilia dealership network in order to improve the brand image which, at the time of appointment, did not enjoy the highest regard. The plan had to emphasise the positive nature of the brand and the product.
Promark Public Relations & Marketing- Call us 01293 823890
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