Increasing communication between the brands and the growing, denser number of shopping centres enforces a cautious approach to the client and his needs, and to the brand/chain image. Consumer habits and the maturing loyalty of Polish consumers are the present greatest challenges to brands and commercial chains in Poland. Trust, high quality, professional consulting, and a broad range of products are the properties most in demand in the case of a commercial chain. It is much more difficult to have such clear criteria in the case of a brand. The competition is getting tougher, particularly in the quick-selling goods sector. The struggle for the client often goes on already at the phase of designing a new brand or investment for another outlet.

The dynamic development of the number of modern trade shops (hypermarkets, supermarkets, discount shops), chain drugstores, shopping centres, building materials markets and RTV home appliance chains requires relevant support in the area of communications. Commercial chains increasingly more often reach beyond large cities. This aspect also requires a high level of caution in the context of building relations with local communities, since the very beginning of investments.

The team of consultants from the On Board PR Ecco Network, using the knowledge of the industry and the sector, carries out activities within the sphere of brand communications and corporate communications,  including new investment communications, crisis communications, and internal communications. The basis for building effective campaigns and credible messages is constituted by diagnoses and analyses, and cooperation with experts in selected sectors.

Brand communications
Development and implementation of the brand communications strategy, including: brand identity building and definition of communications barriers. Design and running of particular communications phases, depending on the purpose of the campaign (launch, re-launch, re-branding, brand extension), consulting in the area of cohesion of communication of all marketing actions regarding the brand.

Communication in the Internet
Development of website content. Creation and promotion of blog contents. Creation of funpages related to the brand (B2C). Interaction with the brand, e.g.: contests, surveys, chats. Sustaining connections, e.g. guides, counters. Internet forums: thread analysis, analysis of contents and interest groups.

Media relations
Press office – building and maintenance of brand/chain image. Campaigns introducing or refreshing the brand on the market, campaigns supporting further initiatives of the brand, including both campaigns of the entertainment/brand experience type, and educational campaigns. Corporate Social Responsibility (CSR) campaigns. Think Tank Image – creation of the company experts’ image in the media. Media framework for new centre openings. Crisis situation management. Media training for company representatives.

Public affairs
Legislative monitoring – monitoring and reporting of governmental and parliamentary works; participation in official meetings regarding the designed legislative change; ongoing consulting within the sphere of the legislative process. Stakeholder analysis – thorough analysis of the legislative process as regards the planned topic/project, determination of possible scenarios of the legislative process and identification of entities and persons directly involved in legislative actions, definition of risks and recommendations of actions. Perception Audit – analysis of issue perception by selected representatives of groups involved in the legislation process.

Communication of new investments
Before making the decision on a planned investment: basic information regarding the formal legal requirements related to environment protection, analysis of the social climate of the investment site. After submitting the application for the environmental decision: media analysis and communications SWOT, the communications strategy is adjusted to the administrative process calendar and various scenarios of situation development, support of communications in the process of social consultations, public affairs – relations with local municipal authorities and social influence groups, the new investment’s press office.

Internal communications
Development of the internal communications strategy. Adjustment of the internal and external communications strategy to market changes. Development and implementation of internal communications tools – intranet, meetings, training sessions and workshops, special events for employees. Implementation of the information management procedures at the company and change communications. Values & Strategic Session – building of the mission, vision, and corporate values.

Audits
Communications audit: analysis of the consumer market, competition and communications. Media audit – perception audit of brand/chain communications via the media. Brand/chain media audit – extended media audit enriched with an overview of the client’s media results benchmarked against the competition. Internal Audit – audit of internal communications, studies on communications and relations with employees, their attitude and method of perceiving messages, as well as communications tools on the part of the Management Board. 

Our experience:
Algida, Bosh, Casio, Clear, Dove, Esselte, Ferio Rodzinne Centrum, Fiskars, Flora, Inco Veritas S.A.
Kamis, OBI, Riff, Smirnoff Black, Frozen Foods Association, Uno Fresco Tradex (Bakalland), Zibi, Żywiec Group

The Department Director’s contact details: dciszek@onboard.pl, mobile: 501 598 687