MARKETING & MEDIA PLAN

Prepared for: Ministerstvo za energetika, rudarstvo i mineralni surovini

Prepared by: Martin Kiselicki


BRIEF

  • Institution name: Ministerstvo za energetika, rudarstvo i mineralni surovini
  • Platform type: Digital
  • Category: Government institution
  • Website platform: New website, based on the Wordpress platform. There is very little content, mostly administrative documents and 1 published news item.
  • Goals: Establish an authoritative online presence, with carefully managed digital channels and PR strategy.
  • Campaign types: All digital channels
  • Campaign budget: TBD
  • Campaign KPIs: TBD

Thank you for the opportunity.

At OnPoint Digital, we specialize in crafting strategic communication and public relations campaigns that resonate with your audience and safeguard your reputation. By presenting your initiatives, policies, and achievements in the best possible light through innovative PR and social media strategies, we ensure your message not only reaches but also engages and influences the public. Our team is composed of seasoned professionals, strategists, and creative minds, all committed to supporting your mission and enhancing your public image.

With over a decade of experience managing high-profile campaigns for government entities and organizations across the globe, we bring a deep understanding of the complexities and sensitivities involved. For the Ministry of Energy, we propose a tailored approach that begins with a thorough assessment of the current communication landscape. We will develop a detailed workflow to create the necessary digital assets and public relations materials that effectively counter negative narratives and highlight your successes. Our strategy will include real-time social media monitoring, rapid response mechanisms, and proactive content campaigns designed to foster positive public sentiment.

Success will be measured through a range of key performance indicators (KPIs) relevant to the Ministry’s goals, such as public sentiment, engagement levels, and media coverage. We will allocate the budget effectively across various channels to maximize impact.

At OnPoint Digital, we are excited to partner with the Ministry of Energy to strengthen your public communications and build a resilient, positive narrative around your work. Together, we can ensure that your message is clear, compelling, and trusted by the people of North Macedonia.


Head of Digital


Implementation Plan

The implementation process will be organized into distinct phases, each designed to address specific objectives and deliver optimal outcomes for the Ministry of Energy. We will ensure a seamless and effective execution, with each phase strategically building on the last to create a cohesive and impactful public relations and communication strategy.




Phase 1 - 360 Digital

Timeframe - 1st month of implementation

The first phase of the implementation plan, focuses on conducting a comprehensive analysis of all current digital activities and establishing a strong foundation for future communication efforts. This phase is crucial for identifying strengths, weaknesses, opportunities, and threats, and setting the stage for a cohesive and effective public relations strategy.

Analysis of Current Activities

  • Comprehensive Audit: We will begin by thoroughly analyzing the Ministry’s current digital presence, including social media profiles, website content, and existing communication channels. This audit will help identify gaps, areas for improvement, and opportunities for enhancing public engagement.

Profile Verification

  • Social Media Verification: Securing verified status on platforms like Facebook and Instagram is essential for establishing credibility and trust. We will initiate the verification process for the Ministry’s official profiles, ensuring that they meet all platform requirements for authenticity and transparency.

Minister's SWOT Analysis

  • Personalized SWOT Document: A detailed SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis will be conducted specifically for the Minister. This document will provide insights into her public perception, potential risks, and areas where her communication can be strengthened to build a more positive image.

Crisis Management Plan

  • Establishing a Crisis Management Framework: We will develop a robust crisis management plan tailored to the Ministry’s needs. This plan will include protocols for managing potential crises, from misinformation to public relations challenges, ensuring that the Ministry can respond swiftly and effectively.

Rapid Response Team

  • Formation of a Rapid Response Team: A dedicated team will be established to monitor media and social media channels in real-time. This team will be responsible for addressing negative news, responding to emerging issues, and ensuring that accurate information is disseminated quickly to counteract misinformation.

Review & Strategic Adjustments

  • Evaluation and Refinement: At the conclusion of this phase, we will review the findings from the 360 Digital analysis and make strategic adjustments as necessary. This review will guide the next phases of the implementation plan, ensuring that our approach is aligned with the Ministry’s goals and the current communication landscape.


Phase 2 Branding & Strategic communication

Timeframe - Ongoing after month 1

The second phase of the implementation plan centers on establishing a strong and cohesive brand identity for the Ministry of Energy, coupled with the development of comprehensive media and PR strategies. This phase will ensure that the Ministry's messaging is consistent, compelling, and effectively reaches its target audience.

Branding Development

  • Brand Identity Creation: We will work on solidifying the Ministry’s brand identity, ensuring that it reflects the values, mission, and vision of the Ministry. This includes defining key brand elements such as logo, color schemes, typography, and overall visual style that will be consistently applied across all communication channels.
  • Brand Guidelines: A detailed brand guideline document will be created to ensure consistency in all branding efforts. This guide will outline the proper use of visual elements, tone of voice, and messaging strategies to maintain a unified brand presence.

Media Plan Creation

  • Comprehensive Media Planning: We will develop a media plan that strategically outlines the channels, platforms, and content types to be used for reaching the Ministry’s target audience. This plan will include a mix of traditional and digital media to maximize reach and engagement.
  • Content Calendar: A detailed content calendar will be established, mapping out the timing and themes of upcoming posts, press releases, and media engagements. This will ensure a steady stream of content that aligns with key events and milestones.

PR Strategy Development

  • Strategic PR Planning: We will devise a Public Relations strategy that includes proactive media outreach, press releases, and event planning. The strategy will aim to highlight the Ministry’s achievements, ongoing projects, and future initiatives, positioning the Ministry as a leader in the energy sector.
  • Crisis Communication Protocols: Building on the crisis management plan from Phase 1, we will develop specific PR protocols for handling various scenarios, ensuring that the Ministry is prepared to maintain its reputation even in challenging situations.

Daily Press Clippings

  • Press Monitoring and Clippings: To stay informed about how the Ministry is portrayed in the media, we will implement a daily press clipping service. This will involve monitoring relevant news outlets, both local and international, and providing daily summaries of coverage related to the Ministry and its initiatives.
  • Feedback Loop: The insights gained from daily press clippings will be used to refine the media plan and PR strategies, ensuring that the Ministry’s messaging is both responsive and proactive.

Review & Strategic Adjustments

  • Ongoing Evaluation: Throughout this phase, we will continuously evaluate the effectiveness of the branding and media efforts. Adjustments will be made as necessary to optimize impact and ensure that the Ministry's communication objectives are being met.


Phase 3 Sales redesign

Timeframe - Ongoing after month 2

The third phase, titled "Conquering Digital," focuses on enhancing the Ministry’s digital presence by strengthening the private branding of the Minister, managing partnerships, promoting transparency, and addressing potential threats. This phase is designed to ensure that the Ministry's digital communication is not only impactful but also resilient and aligned with broader strategic goals.

Private Branding for the Minister

  • Personal Brand Development: We will work closely with the Minister to develop a strong and authentic personal brand that resonates with both the public and stakeholders. This will involve curating her digital presence across social media platforms, highlighting her leadership, vision, and achievements.
  • Content Personalization: Tailored content, including personal stories, thought leadership articles, and video messages, will be created to humanize the Minister’s brand and build a deeper connection with the audience.
  • Engagement Strategy: A strategy will be developed for the Minister’s direct engagement with the public, including social media interactions, live Q&A sessions, and participation in key digital forums.

Partner Management

  • Coordination with Partners: We will establish a system for managing and coordinating with other companies and organizations that collaborate with the Ministry. This will include ensuring that their social media posts align with the Ministry’s messaging and branding guidelines.
  • Content Alignment: We will work with partners to create and share content that supports the Ministry’s goals, ensuring a unified and consistent message across all platforms.
  • Joint Campaigns: Where appropriate, we will coordinate joint digital campaigns with partners to amplify the Ministry’s reach and impact.

Transparency Initiatives

  • Regular Updates: We will launch transparency initiatives to keep the public informed about the Ministry’s projects and financials. This will involve regular updates via social media, the Ministry’s website, and other digital platforms.
  • Public Reports: Periodic publication of detailed reports on project milestones and financial management, supported by infographics and easy-to-understand summaries.

Threat Management

  • Digital Threat Assessment: We will conduct a thorough assessment of potential digital threats, including cybersecurity risks, misinformation campaigns, and reputation attacks.
  • Proactive Monitoring: Implement continuous monitoring systems to detect and respond to threats in real-time. This will include the use of advanced tools for tracking emerging risks across digital platforms.
  • Crisis Response Protocols: Building on previous phases, we will refine and expand crisis response protocols to address any new or evolving threats. This includes rapid response capabilities to counter misinformation and protect the Ministry’s digital assets.
  • Training and Preparedness: Provide ongoing training for the Minister and key staff on how to handle digital threats, including best practices for online security and reputation management.


Budget

For easy breakdowns and transparency, pricing is including all proposed activities on a monthly level. If you have any questions about this quote, feel free to get in touch anytime at martin@onpoint.mk

Budget breakdown

Description
Item
Quantity
Price

360 Digital package


- Analysis of Current Activities

- Profile Verification

- Minister's SWOT Analysis

- Crisis Management Plan

- Rapid Response Team (Includes 2 dedicated people available 24/7)

- Review & Strategic Adjustments

Branding and Strategic Communication Package


- Branding Development (includes 2 senior designers committed to Ministry & personal branding)

- Media Plan Creation (includes daily postings on social media & copywriting for 2 channels - Ministry & Private)

- PR Strategy Development (includes options for PR statement pieces)

- Daily Press Clippings (Establishing digital platform updated 3 times per week (mon-wed-fri) with press clipping about selected keyword)

- Review & Strategic Adjustments

Conquering Digital Package


- Private Branding for the Minister

- Partner Management (includes 1 person commited to communicating with all partners)

- Transparency Initiatives

- Threat Management

- Review & Strategic Adjustments

Total cost

1 500,00 €
1Unit
1 200,00 € / month
1 500,00 € 20% Off
Total Recurring
1 200,00 € / month
Total Due Today Excluding Tax0,00 €
Total Due Today0,00 €

Ready to get started?

Thank you.

Hope to hear from you soon.