2010-2011
“LSA KHADI”
Communication Plan
By Olena Tokmylenko & Oleksandr Chernyshov
Content:
I Overview – p.2
II Main Part – p.3
III Media Calendar – p. 6
www.khadi34rus.blogspot.com
www.lsa.net.ua
|
I Overview
Laboratory of speed automobiles (LSA)
has been operating as part of scientific and research activity at the Kharkiv
National Automobile and Highway
University
The official
office of Shell in Ukraine France
in the
development of a car-participant.
“Shell Eco-marathon” challenges high school and college student teams
from all over the world to design, build and test energy efficient vehicles.
With annual events, which take place in both Americas, Europe and Asia, the
winners are those teams whose vehicles prove to be the most fuel- and
energy-conserving.
In 2010 the
team “LSA KhADI Honda” participated in European lap of Shell Eco-marathon at
Lausitz circuit in Germany 570 km
on 1 liter
of fuel (petroleum). This result was recorded and KhADI 34 was listed in the
Record Book of Ukraine as the most energy efficient automobile in Ukraine
In 2011 “LSA
KhADI” was selected to the competition again. The team plans to modernize the
vehicle and perfect the result.
II Main Part
Goal 1
Diverse
population stratums of Ukraine
Target audience:
●
government
●
students
●
schoolchildren
●
the public
●
media
●
NGOs and other social communities
Key messages:
“Students of
Kharkiv National Automobile and Highway
University
“KhADI 34 has
shown a result in 570 km
on 1 litre
of petroleum and was listed in the Record Book of Ukraine as the most energy
efficient automobile in Ukraine
“Our mission
is to build social consciousness of Ukrainians that is based on energy efficiency
and sustainable usage of resources to save our planet. Every person can impact
it. We create energy efficient technologies in automobile industry!”
Tools:
Exhibitions,
fairs;
presentations
in schools and Universities;
posters,
leaflets, banners,
promo
campaigns,
Internet
coverage - facebook, twitter, vkontakte.ru, blogger
media
appearances - TV, print, Internet, radio
web-page
competitions,
shell eco-marathon??
Measurements
of Success:
Number of
external events has been organized or attended by team.
Number of
media coverage with the message about the team or/and KhADI 34.
Number of
members in social network groups (facebook, vkontakte, blogger).
Goal 2
Every student
of KhNAHU knows about opportunity to increase one’s qualification by working in
project KhADI 34
Target
audience:
●
students who work in LSA
●
all other students of KhNAHU
●
staff of KhNAHU
●
prospective students of University
Key messages:
“Laboratory
of Speed Automobiles (LSA) is a unique educational platform for the
students of different specializations from Kharkiv National Automobile and Highway University
“Shell
Eco-marathon is a global educational event aimed to challenge high school and
college student teams from around the world to design, build and test energy
efficient vehicles. Every student of KhNAHU can join the team “LSA KhADI” to
try himself in project KhADI 34”
Tools:
Exhibitions,
fairs;
presentations,
lectures
promo-campaigns
promo b-rolls
posters,
leaflets, banners, brochures
Internet
coverage - facebook, twitter, vkontakte.ru, blogger
media
appearances - TV, print, Internet, radio
web-page
Measurements
of Success:
Number of
KhNAHU students in social network groups (facebook, vkontakte, blogger).
Number of
internal events.
Number of
students who applied to the project KhADI 34.
Goal 3
Get support
to perfect the vehicle (KhADI 34) and participate in Shell eco-marathon 2011.
Target
audience:
●
business
●
government
●
NGOs/funds and other social
communities
●
media - ?
Key messages:
“Shell
Eco-marathon (SEM) – is a unique opportunity for Ukraine
“Organizations
which support project realization enhance their image as social responsible
business”
“LSA KhADI”
is the first and only team from post-soviet countries which are able not only
to take part in the Shell Eco-marathon but show well-deserved result”
“KhADI 34 has
shown a result in 570 km
on 1 litre
of petroleum and was listed in the Record Book of Ukraine as the most energy
efficient automobile in Ukraine
Tools:
Exhibitions,
fairs;
posters,
leaflets, banners, brochures
Internet
coverage - facebook, twitter, vkontakte.ru, blogger
media
appearances - TV, print, Internet, radio
web-page
proposals,
cold-calls
Measurements
of Success:
Number of
partners.
Number of
media coverage with the message about the team or/and KhADI 34.
Number of
viewers of blog and web site.
Number of
external events has been organized or attended by team.
Month
|
Event
|
Target
audience
|
Date
|
Description
|
Role
|
Level
|
Respon-sible
|
Result
|
August 2010
|
Universities
parade devoted to knowledge day
|
students,
the public, media
|
31/08/2010
|
All
universities has represented the highlights of their activities to the 1st
year students and their parents as well as for the all others at the biggest
square of the city.
|
participant
|
Kharkiv
|
Lukashev
|
more
than 10 000 people attended event
|
September 2010
|
The
Ceremony of dedication into students
|
students,
parents, media, government
|
1/9/2010
|
Annual
celebration of University for first year students. LSA demonstrates the
innovations and automobiles to the students.
|
participant
|
University
|
Chernyshov
|
3 new
team member, 1 media appearance
|
Ukrainian
racing car championship
|
the
public, NGOs, auto-sportsmen, business, media
|
16/09/2010-19/09/2010
|
Annual
Racing car championship by FAU (FIA). LSA's racing cars take part in the
competition.
|
participant
|
International
|
Lukashev
|
representatives
of NGOs has come to University for the closest meeting the car, 1000
leaflets spread
|
|
KhNAHU
80th Anniversary
|
alumni’s,
international and national business, government, students
|
23/09/2010-25/09/2010
|
Celebration
of University foundation. The team took part in meeting the guest and
introduced the project.
|
participant
|
University
(Inter-national)
|
Bezdetko
|
11
media appearance, 500 booklets spread overseas.
|
|
October 2010
|
Promo-campaign;
"Aurorally "Youth for road safety"
|
schoolchildren,
students, government, media, medium business
|
4/10/2010-9/10/2010
|
Educational
event of
|
co-organizer
|
Chernyshov
|
6
roundtables, 5 cities, 2 promo events, about 15 media appearances, 1 new
team member
|
|
Month
|
Event
|
Target
audience
|
Date
|
Description
|
Role
|
Level
|
Respon-sible
|
Result
|
October 2010
|
KHADI
34 at Shell petrol station
|
drivers,
the public
|
10/10/2010-10/11/2010
|
The
vehicle was allocated to the one of Shell petrol stations of the city
|
participant
|
Kharkiv
|
Chernyshov
|
5000
leaflets spread, about 150 000 people attended
|
TV-show
"Dialogs about school"
|
schoolchildren
and their parents
|
26/10/2010
|
TV-show
about "Youth for Road
safety" initiative, presentation of KHADI 34 project
|
participant
|
Kharkiv
|
Tokmylenko
|
30
minutes TV-show, about 5000 viewers.
|
|
Ukrainian
racing car championship
|
the
public, NGOs, auto-sportsmen, business, media
|
7/10/2010-10/10/2010
|
Annual
Racing car championship by FAU (FIA)
|
participant
|
International
|
Lukashev
|
1000
leaflets spread, 1 new technical (financial) partner
|
|
Conference
"Participation of students in international educational projects by
example of Shell Eco-marathon"
|
students,
professors
|
22/10/2010
|
Meeting
with colleagues from Moscow Automobile and
|
organizer
|
University
(international)
|
Chernyshov
|
students
short-term exchange program in the topic of knowledge sharing
|
|
Auto
parad devoted to National celebration of Automobilist day
|
the
public, NGOs, auto-sportsmen, business, media
|
29/10/2010
|
Demonstrative
races devoted to National celebration of Automobilist day. LSA took part in
the event
|
co-organizer
|
Kharkiv
|
Lukashev
|
1000
leaflets spread
|
|
Month
|
Event
|
Target
audience
|
Date
|
Description
|
Role
|
Level
|
Respon-sible
|
Result
|
November 2010
|
Conference
"Experience exchange of participation in International students projects (SEM,
Formula SAE)"
|
students
|
9/11/2010-12/11/2010
|
Meeting
with colleagues from Moscow Automobile and
|
organizer
|
University
(International)
|
Chernyshov
|
priceless
experience was shared.
|
December 2010
|
Student’s
scientific Conference
|
students
|
01/12/2010-04/12/2010
|
Student
scientific conference.
|
participant
|
Bezdetko
|
1
publication, 100 people attended conference
|
|
Conference
"TechCom", FAU (FIA)
|
auto-sportsmen,
business, government
|
18/12/2010
|
The report
about passive and active safety by example of KHADI 34 was held
|
co-organizer
|
Chernyshov
|
1 new
media partner
|
||
January 2011
|
Educational
conference
|
business
|
21/01/2011
|
Lectures
about Honda GX 25 engine for the advertisement agency which works with Honda
in
|
organizer
|
Kyiv
|
Chernyshov
|
1 new
financial partner
|
February 2011
|
"KhADI
34 goes to school"
|
schoolchildren,
government, media
|
31/01/2011-14/02/2011
|
Presentation
of the project to school children, leaflets distribution, playing games and
quizzes
|
organizer
|
Kharkiv
|
Tokmylenko
|
8
schools, 10 presentations, 1 media appearance, 300 leaflets spread
|
Sport
promo-event "Healthy people in healthy country"
|
sportsmen
|
12/2/2011
|
Test
and demonstration races.
|
organizer
|
Kharkiv
|
Khmelnitskyi
|
100
leaflets, 200 people attended
|
|
Month
|
Event
|
Target
audience
|
Date
|
Description
|
Role
|
Level
|
Respon-sible
|
Result
|
February 2011
|
Conference
for FAU (FIA) referees
|
auto
sportsmen, referees, representatives of NGOs and business.
|
19/02/2011
|
Team
members have reported about experience of judgment principles on shell
Eco-marathon was held
|
co-organizer
|
Kharkiv
|
Lyfar
|
1 new
technical partner
|
Exhibition
"Energy and energy saving"
|
business,
students, the public
|
24/02/2011-27/02/2011
|
Exhibition
for organizations who work in the field of energy saving technologies.
|
participant
|
Tokmylenko
|
500
leaflets spread, technical partner
|
||
March 2011
|
British
Business Days in
|
business,
government
|
17/03/2011-19/03/2011
|
B2B
debates, exhibition from
|
participant
|
International
|
Chernyshov
|
5 media
appearances, 3000 of leaflets
|
April 2011
|
Exhibition
"Education and career"
|
school
children, students, government
|
03/04/2011-06/04/2011
|
Exhibition
for school children, students and graduates to inform about study and work
opportunities.
|
participant
|
International
|
Talalay
|
about
1000 participants, about 10 media appearances
|
"Do
you know traffic rules?" game
|
school
children, media, government
|
9/4/2011
|
Game
for pupils to test the knowledge of traffic rules and road safety basics
|
organizer
|
Kharkiv
|
Tokmylenko
|
more
than 70 participants, 5 media appearances, 5 excursions to LSA expo-hall
|
|
Promo-campaign;
"Aurorally "Youth for road safety"
|
school
children, media, government, business
|
12/04/2011-20/04/2011
|
Educational
project about road safety and ecology to build social consciousness about
Road safety.
|
organizer
|
Tokmylenko
|
8
cities, 11 round-tables, 2 promo-events, more than 500 participants, 1 new
team member, 15 media appearances
|
||
Photo
session "The most beautiful girls and the most energy efficient
vehicle"
|
students,
media, the public
|
14/04/2011
|
Photo
session with the most beautiful girls from our university and KHADI 34 to
promote the project in social network.
|
organizer
|
Tokmylenko
|
more
than 4000 students of University, 5 media appearances, pictures to use in
social networks and advertisement of project
|
||
Month
|
Event
|
Target
audience
|
Date
|
Description
|
Role
|
Level
|
Respon-sible
|
Result
|
April 2011
|
Promo-campaign
"For Ecology efficient transport"
|
cyclists,
auto drivers, government, media, the public
|
29/04/2011-30/04/2011
|
The
rally. KHADI 34 test drives accompanied by cyclists.
|
organizer
|
Besdetko
|
10
media appearances, about 100 participants
|
|
May 2011
|
Promo-campaign
"For fuel efficiency"
|
government,
media
|
1/05/2011-5/05/2011
|
Auto
rally. KHADI 34 test drives accompanied by auto drivers
|
organizer
|
Kharkiv
|
Khmelnitskiy
|
10
media appearances, about 100 participants
|
KHADI
34 press-conference
|
media,
government, the public
|
11/05/2011
|
Press-conference
on the one of Kharkiv's TV-channels.
|
organizer
|
Kharkiv
|
Tokmylenko
|
10
media appearances
|
|
Demonstrative
laps of KHADI 34
|
media
|
13/05/2011-15/05/2011
|
Demonstration
races of KHADI 34 on the close track to test automobile and represent
project to the public
|
organizer
|
Kyiv
|
Lukashov
|
15
media appearances
|
|
"KHADI
34 at SEM" movie
|
the
public, media
|
20/05/2011-31/05/2011
|
Creation
of the film about KHADI 34 at the Shell Eco-marathon
|
organizer
|
Kharkiv
|
Tokmylenko
|
1 movie
|
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