Emerson College, Boston Global Marketing Communication and Advertising

Transcription

1 Emerson College, Boston Global Marketing Communication and Advertising

2 The Team Laura Bonetti Renee Butterfield Diana Gomez Akiva Griffith Clara Henning Michi Hirose Denise Johnson Katherine Kasparian Franz Kury Aneesa Moheyuddin Jenna Sheedy Blake Whitney Advisors: Thomas Vogel James Rowean

3 The Task UN Objectives Achieving all eight Millennium Development Goals by Increase awareness of the MDGs among citizens. The Assignment One-year marketing communications campaign. Appropriated budget of US $10M. Campaign Parameters July 2007 through June Effective implementation of media schedule. Diversification of media and promotion strategies. Effective use of tagline and logo. Ensure measurability of campaign.

4 Situational Analysis Who? 189 world leaders made the promise What? To combat global poverty with 8 MDGs When? Goals to be accomplished by 2015 Where? Developed & developing nations The problem: Objectives may not be met by 2015 Lack of follow through from governments Lack of awareness among the public Apathy and over saturation of cause campaigns

5 SWOT Strengths United Nations Initiative The MDGs are admirable Universal acceptance that the MDGs are necessary and positive There is an actual commitment made by world leaders MDGs are quantifiable and measurable Weaknesses Scope is overwhelmingly large Lack of visual accountability No consequence for not following through on pledge Lack of awareness of the MDGs There is no comprehensive campaign Audience that is aware does not have clear understanding of goals Opportunities Several potential partners Opportunity to humanize the issues Allow interaction through new technology Publicize the plan to eradicate extreme poverty Connection to people Promote global partnership Inspire hope for the future Threats People need to care Clutter / noise / competition (many causeorientated campaigns) Many people may not think MDGs are attainable Audience preoccupied with daily life Domestics issues more relevant than global (i.e. Katrina, SE Asia tsunami) People are desensitized to this issues

6 General Target Selection Governments that are not keeping their promise Focus on U.S. Target citizens to pressure governments Specific target: U.S. citizens years old Parents, Young Professionals & Students

7 Parents Future thinking Dave & Pam Names: Dave and Pam Age: 36, 34 Occupations: Dave! regional manager, works 9am - 6pm. Pam! stay-at-home mom, chauffeurs kids around town, prepares family meals Media: Dave - internet, news, reruns. Pam - internet, the View, Oprah, magazines, news. Awareness of social issues: medium. Involvement: Susan G. Komen Foundation, local initiative for the homeless.

8 Young Professionals Facing Reality Jim Name: Jim Age: 26 Occupation: entry-level sales, free time spent socializing, at the gym, active lifestyle Media: internet, news sources, friends, magazines, free dailies Awareness of social issues: medium - low Involvement: (PRODUCT) RED, ONE, Big Brother/Big Sister

9 College Students In-the-now Alicia Name: Alicia Age: 20 Occupation: college student, free time spent socializing, concerned about the future and interested in social causes but lacks time Media: internet, news sources, friends, magazines, campus paper Awareness of social issues: medium - high Involvement: Amnesty International, Greenpeace

10 Communication Objectives Differentiation Pique curiosity Create Awareness Generate interest Drive people to website Simplify information Be relevant & engaging Inspire Word of Mouth Convince of attainability Encourage action

11 Communication Strategy 3 phase campaign: curiosity, inspiration, education/action Website driven campaign Pull strategy Break through clutter Less is more philosophy Branding of campaign Simplified message & visual Targeted media JUL AUG SEP OCT NOV DEC JAN FEB MAR APR MAY JUN PHASE 1 Teaser/ Curiosity TV, print, Guerilla PHASE 2 Inspiration TV, print, website PHASE 3 Education & Call to Action TV, print, website, PR, events

12 Stop Waiting concept Universal Targets citizens & governments Addresses apathy Emphasizes time-bound nature of goals Deliberately uninformative Visually stimulating Red Chair Universal representation Subliminal use of color red Continuity & consistency of message Branding of campaign Encoding of 8 Incites further curiosity Direct reference to 8 MDGs Creative Rationale

13 Media Objectives Reach 60% of defined target market Expose message at least 4 times per viewer Select appropriate media to reach target audience Implement nationwide diffusion with increased penetration in key metropolitan areas Capitalize on digital media

14 Media Strategy & Plan Use traditional, experiential, out-of-home media Create viral marketing tools & use grassroots media vehicles Synchronize media planning schedule with target audience calendar & media habits Channels: TV: focus on cable Online: placement of banners Print: lifestyle magazines Guerilla/PR: street & interactive marketing, concerts, ambassadors, exhibits

15 TV Commercials / Website Television Commercial Phase 1 - Stop waiting Teaser Phase 2-8 is possible Phase 3 - The 8 MDGs Website

16 Print Ads Single page print ad Double page print ads

17 PR / Guerilla Red Chair Event Ambassador Program Concert Series Web banner

18 Media Budget Production Media Guerilla $203,000 Guerilla $400,000 Magazine $250,000 Magazine $3,276,462 Television $650,000 Television $3,135,000 Outdoor $350,000 Outdoor $450,432 Online $80,000 Online $1,205,000 Subtotal $1,533,000 Subtotal $8,466,894 TOTAL: $ 9,999,894

19 Measurement & Evaluation Before Pre-campaign awareness levels Concept testing Creative testing During Awareness levels Number website hits & unique visitors Monitor feedback I.D. location of website visitors Number attendees & crowd size at events Number ambassadors MySpace & YouTube hits After Follow-up survey with citizens Survey government officials Post campaign recognition Blog & online tracking

20 Global Aspect Waiting is a universal metaphor Ethnic diversity in ads Location neutrality Simple copy Easily adaptable to other languages and cultures