Va l ue 36 0

Co m m un i c a t i o n

PR
COMMUNICATIONS
PROPOSAL
 OBJECTIVES

 Pos i t i on U r ban Cl a p as an onl i n e p l at f or m i n I ndi a con ne ct i ng r i g h t s e r v i ce

pr of e s s i o na l t o t h e i r audi e nce by br i d g i ng t h e g ap be t w e e n t h e m
 Hi g h l i g h t i ng t h e p l at f or m t o pr of e s s i onal s w h o can r e ach out t o a l a r g e audi e nce
v i a U r ban Cl a p and h av e a s t ag e t o s h ow cas e t h e i r s k i l l s as w e l l as m a k e
h i g h e r p r of i t s
 Hi g h l i g h t t h e adv a nt a g e s of s uch a s e r v i ce , v ar i ous g e nr e s av ai l abl e , t h e ar t i s t s i n
e ach and l e v e r ag e t h e b r and nam e on t h e i r i ndi v i d ual accom p l i s h m e nt s

 Hi g h l i g h t f e a t ur e s s uch as Cus t om e r - f r i e ndl y , Ch at f aci l i t y , m ul t i p l e U S P’ s of t h e

pl at f or m t o i t s audi e nce s e t c
 A t t r a c t i nv e s t or s ’ i n t e r e s t b y h i g h l i g h t i n g t h e s p o k e s p e r s o n of t h e co m p any as an
i n du s t r y t h o u g h t l e ad e r w i t h s o und k n ow l e dg e a cr os s t h e e co m m e r c e i nd us t r y in
I ndi a or s us t ai n m e di a v i s i b i l i t y con s t ant l y as and w h e n f un ds ar e r ai s e d and
cr e a t e cam p a i g ns ar ound i t
 A s us t ai ne d p r oact i v e ap p r oach f or p r om ot i ng t h e b r and i n t h e m e di a on a
cont i n uous b as i s
TARGET AUDIENCE AND
INFLUENCERS

• End Customers: urban

youth
Audiences • Women
• Investors

• Media
Influencers • Domain Experts
• Bloggers
RIDING ON THE STRENGTHS
THE BRAND HAS….

Strong
Filling a gap in backend:
the market technology,
between the & support
consumer and teams
the
professional
available

Strong
market
research
and
customer
insights

Positioning UrbanClap as
an emerging and
promising player
 Putting UrbanClap at the
forefront of E commerce
industry

Target Influence Engage Attract

Segment Partners Consumers Investors/Sustain
interest
Professionals Internet savvy,
like musicians, New investors or
urban youth,
comedians, current ones,
Who colleges,
makeup nationally as well as
consumers,
artists, globally
women
dancers etc
Online Trade magazines, Financials,
Portals, lifestyle, Business news
How Business/ mainlines, online channels, Business
Trade media magazines, online
Magazines portals
Mainlines
 KEY MESSAGES TO
TARGET AUDIENCE
 CONSUMERS

 Positioning UrbanClap a s a pla tform tha t gives one ea sy, time a nd

cost effective a ccess to the p rofes s i ona l of their choice, wit hout a
cum b ers ome j ob of get t i ng 1 0 ca lls from 1 0 d i fferent vend ors

 Crea ting a wa reness of the pla tform in the minds of users to position
it a s a reliable, credible a nd highly useful pla tform in India

 Highlighting the fea tures like s ervi ce p rofes s i onal description, live
chat with the professiona ls , customer friendly etc
 Contributed a rticles b y the spokesperson a nd pa rticipation in
industry stories
 INVESTORS

 Empha size upon the concept of the porta l a s filling a ga p in the

industry
 Leverage the na me of the b ra nd on tha t of the professiona ls
a va ilable
 Ca mpa igns a round the funding a s a nd when it ha ppens a nd keeping
the b ra nd in media on a n ongoing b a sis

 Idea ting ca mpa igns to a ttra ct investors

 Positioning UrbanClap a s a n a ttra ctive venture for investors to invest
in by highlighting the growth rate, website stats, founders’
background, user b a se etc
 Positioning the founders of the compa ny a s thought lea ders a nd
opera ting a t the fore front of technology and online industry
COMMUNICATION
APPROACH
 THREE-PRONGED
APPROACH

Corporate
Brand / Portal Personality PR Communicatio
n
 BRAND/PORTAL

 Press release around the services provided in all the

mainline/trade media
 Campaigns around the various aspects of the portal and its
innovative value adding features
 Concept stories around UrbanClap as bringing a new
innovative and useful online service facility to consumers
 Trend stories around how changing lifestyle and increased
internet penetration has given a new and easy way to organize
events
 Industry stories around UrbanClap as a innovative player in the
online industry
 Contributory articles, interesting case studies and customer
testimonials
 Technology profiling of the platform
 Campaigns around spokesperson’s quotes and thoughts on
growing Internet space
 BRAND/PORTAL

Create thought leadership for UrbanClap by creating

campaigns with talk points:

 USP/key differentiators and competitive edge

 Talk about the technology innovation, innovative features

introduced by UrbanClap to bridge the gap between
professionals and audience

 Highlight key strategies, growing industry penetration,

active users etc
 BRAND/ APP – PHASE 2

Press Release announcement of UrbanClap’s upcoming App in trade media

and relevant media.

Media Reviews around the App

Technology Profiling of the App

Campaigns with insightful info graphics to share interesting trends in

society

Industry story around mobile app giving cosmopolitan consumers easy

access to a lot of services available for their basic requirement
 BRAND – MEDIA ANGLES

Activity 1 : How even mid level service professionals are getting a higher
chance of employment through UrbanClap’s platform

Activity 2: Media stories on the kind of benefits and comfort this platform is
getting for consumers for their various requirement.

Activity 3 : UrbanClap is the right platform which gives its audience a upper
hand to select the requests that best matches their professional’s expertise
and experience

Activity 4 : Concept stories around the idea being projected in a form of

service platform for consumers.

Activity 5 : UrbanClap’s initiative to use technology and smart processes to

structure the highly unorganized services market in India
 CORPORATE
COMMUNICATION

Developments
Announcement of corporate level developments
Establishing an informal rapport with media
Highlighting market insights and key developments in the industry

Future Plans/Initiatives
Highlighting future roadmap of UrbanClap and various
initiatives planned to be taken in the media
 CORPORATE
COMMUNICATION
Growth stories
Concept stories around UrbanClap filling the gap between
consumers and service professionals in the internet industry
Build credibility & recall by positioning UrbanClap as an
emerging and promising leader in the online sector
Highlight key achievements and USP’s
The Economic Times Business World
The Hindu Business Line Business India
Mint Business Today
Business Standard India Today
The Financial Express Outlook
Financial Chronicle Outlook Business
PTI The Week
IANS Business & Economy
 PERSONALITY PR

Speaker Opportunities
 Opportunities at various forums and talk shows to highlight the spokesperson in the
media as an industry veteran

Exclusive Interactions & Interviews

 Interviews/interactions of the spokesperson across key media on a sustained basis

 Quotes & reactions on all relevant industry stories

 Interviews of different vertical heads

 Interviews in response to new government policies, regulatory framework etc

Contributory articles
 Initiating self authored articles on behalf of the top management on industry trends,
future outlook of the industry
 PERSONALITY PR

MD Profiling : Raising the equity of UrbanClap by tapping

corporate profiling columns in select publications, electronic
channels and columns
Informal Profiling
The Economic Times: Wanderlust
The Financial Express:
Brand Wagon - After hours
Business Standard: My work, My
life
Outlook Business: Hi- Five /
Leadership Speak
Business Today: Executive focus
The Forbes
Fortune
Formal Profiling
The Economic Times - Corporate
Dossier
ET Wealth
Business Standard - Take Two
The Financial Express- eFe
Financial Chronicle - FC Know
Mint Lounge - Profile
The Hindu Business Line - Catalyst
The Times of India - Tech-a-Tete
Inc India
Business World - In Depth
 ONGOING SUPPORT

 Create impressive editorial content for UrbanClap that will

consist company profile, services profile and spokesperson
profile which will help in rapport building with media
 Highlight the uniqueness of the brand as compared to its
competitors
 Identify forums where we can get the spokesperson of the
company to talk about the industry that will help create the
image as industry thought leader in the space
 Doing concept stories and identifying industry stories so as
to incorporate UrbanClap in the articles to get more
mileage
 Being in regular touch with the media to identify the trend
stories and do contributory articles around the same
 ONGOING SUPPORT

 Create pitch notes and press releases at regular intervals to

sustain regular contact with the media
 Agency to initiate and explore spokesperson profiling in
region specific media to create awareness and branding of
UrbanClap in core cities
 Reach out to the journalists in entertainment and online
industry from varied media to get maximum mileage. Share
information about the brand, the portal and the
spokesperson
 Technology profiling of the services to highlight the fact that
UrbanClap is operating at the forefront of technology
 ACTIONABLE POINTS

Media
Regular
evangelists are
interface
important and
with the
need to be
media
cultivated

Need to build or Multi-city

display a unique PR
customer outreach
approach in for various
mainline and spokespers
trade media on

Nurturing Nurturing Relation

Industry with Prominent
Analyst lifestyle, ecommerce
Relationsh influencers/bloggers
ip
 PR TOOLS

Interviews

Press One on one

Events/Conferen Interactions
ces

Contributed Industry
articles Stories

Press Releases
 TARGET MEDIA LIST -
INDICATIVE

Category Media
Financial Media The Economic Times, Business Standard, The Financial
Express, The Hindu Business Line, Mint, Financial
Chronicle, The Financial World
Online media yourstory.in, VC circle, Nextbigwhat,
timesofindia.indiatimes, economictimes.indiatimes, Yahoo,
Media Nama, Iamwire
Electronic Media NDTV, Network 18, CNBC etc
Wire Agencies PTI, UNI, Reuters, Bloomberg, Newswire18

General Interest Magazines India Today, The Week, Outlook

Lifestyle Media Verve, New Women, Apparel, Cosmo Women, Hi- Blitz, Go
Now, Women’s Era, Asia Spa, L’Officiel, Wedding, Wedding
Affair, Wedding Mantra to name a few
Trade Media Rock Street Journal, Rolling Stones Magazine, Better
 MEDIA CELL

Value 360 Communication would act as 24X7 media cell for

UrbanClap and would be responsible for following:

Editorial Content
• Corporate Profile
• Spokesperson Profile
• Press Release
• Suggestive Media Inputs for Media Queries
• Spokesperson Speech

Media Relations

Press Event Management

Handling the media queries and coordinating the same with
UrbanClap
Tracking and monitoring press coverage of

UrbanClap Compilation of monthly coverage

dossier
 ACCOUNT
MANAGEMENT
 TEAM STRUCTURE

UrbanClap

Director
Director Value 360 Client
Servicing

Account Sr. Account Account

Manager Executive Executive
 ONGOING PR ROLES &
RESPONSIBILITIES

Content
Development Press Activities

• Press Release • Press Meet

• Company Backgrounder • Conference
• Spokesperson Profile • Relationship Building Meeting
• Suggestive Answers to the • One on One interaction
Media Query • Industry Stories
• Lifestyle and Online Blogs
• Frequently Asked Questions
and its answers
 DELIVERABLES

A minimum of 25 deliverables will be generated per quarter across platforms : RBM’s, Industry
Stories, Insertion in Online Medium, Interventions in Trade Media, Press Release Announcement,
Byline Article, Exposure in Print/Online and Electronic medium

Weekly Reports

Industry analysis

Monthly Dossier

A focused approach would be taken to generate coverage's in A category media (TOI, HT, The
Economic Times etc)
 PRICING

Public Relations Fée Rs. 1,25,000 per month

Service Tax At actual (currently 12.36%)

Other Expenses At actual

 MISCELLANEOUS EXPENSES

UrbanClap would bear the costs of:

 Local travel expenses for conducting one to one interviews with

the press, etc
 Any activity (press conference, press release) beyond
Delhi/Mumbai/Bangalore will be charged extra
 Outstation travels, on actual, undertaken by Value 360
Communications for UrbanClap - prior instructions
 Expenses towards venue booking for press conferences,
lunch/dinner, gifts, press dockets etc
 Cost towards the purchasing of CD from the concerned
television monitoring agency would be on actual in case of
television coverage
 The billing amount would be subject to Tax Deduction at
Source as per the IT Act in operation
 The professional fees to be disbursed through cheque favoring
Value 360 Communications Pvt Ltd.
THANK YOU!