REC 2040: MarketingWeek 5 October 3, 2011

Getting the Message OutChapters 8 & 9

Plan for Today

1. Flash Mob Feedback:

i. What worked?

ii. What issues / problems arose?

2 Assignment Review:

i. Flash Mob Project (15%)

ii. Blogs (25%) & e-Portfolio (10%) – Together worth 35% of your grade

iii. Group Research Project – Presentation (15%) & written report (10%) – Together 25% of grade

iv. Group Marketing Project – 25%

3. What is Marketing? How do we get the message out?

4. Class activity:

i. Media Research

ii. Preparing media / press releases

Reminder: We have two guest speakers in REC 2030: Administration this afternoon.

Press & Thanks!

“Thanks Angela.  Story on CTV was good last night and the Waterloo Chronicle wants me to send them a photo.  They had some sort of emergency and couldn’t make it out. Nice comment on our Facebook page as well. You and your class did a fantastic job. Ruth”

Grocery Store Flash Mob Kicks off Food Drive. The Record October 4, 2011

http://www.therecord.com/news/local/article/603711--grocery-store-flash-mob-kicks-off-food-drive

Waterloo Food Bank – Facebook Pagehttp://www.facebook.com/pages/The-Food-Bank-of-Waterloo-Region/10150145973860618

Flash Mob Project

Feedback?

What worked?

What would you change if you did it again?

What next:

Media Releases

Final Report & Evaluation

How-To-Plan a Flash Mob Guide

Flash Mob Project

This was a unique learning opportunity that allowed us to actually plan and implement a real event with real life implications.

As a class assignment this is worth 15% of your grade in REC 2040: Marketing and 15% of your grade in REC 2030: Administration.

The success of the actual event is contingent on everyone playing a part and ensuring that all aspects of the project have been completed in a timely and professional manner.

Everyone will receive a base grade of _____% + a peer-reviewed component of _____%.

Each of you will submit a typed (or emailed) statement discussing your contribution and the grade (out of 5) you feel you deserve, together with the grades and any necessary justification for the remaining members of your group. If you feel that an individual in the class, that was not necessarily part of your group needs to be recognized for their extra contribution you can indicate this as well.

Blogs

If you have not submitted your url’s to me please do this by the end of the week.

Blogs:

You should be writing the equivalent of 1 – 2 posts per week.

Each post should be 2 – 3 paragraphs in length

You can discuss any marketing related issue you like, but try to at least tie some of your posts to recreation and / or leisure

Use hyperlinks to connect to other sources on the web and tags / labels or keywords

http://brayhamcontemporaryart.blogspot.com/

e-Portfolio

E-Portfolio

You should include:

A brief bio or introduction page

A page indicating your goals and expectations ( Beginning, mid-term & conclusive)

A page listing accomplishments & struggles (Inspired Insights, Magnificent Failures, Unanticipated connections)

A page with your resume

A page with reports / descriptions of field placement experiences

A page with links to, or actual examples of work / projects that your are proud of

Examples:

http://eport.uwaterloo.ca/html/stitch.php?s=62073570640826&id=63847890648849

http://eport.uwaterloo.ca/html/stitch.php?s=60038716588205&id=12294562917477

http://maggiese-portfolio.weebly.com/

http://joelbrooks.weebly.com/index.html

Grading Rubric for Blogs & e-Portfolio

Organization: Well laid out Readers can find what they are looking for Use of labels, tags, keywords Use of hyperlinks

Writing Quality: Good grammar and spelling Shows independent thought and critical thinking Well written, easy to read

Style: Development of personal style – this is not a school or professional

paper make it interesting Written in first person

Content Elements: Each blog post has some content – is about something

Reflection: In-depth, thoughtful reflection

Chapter 8 - Advertising

Advertising is a means of communicating to customers about how your product or service helps to satisfy their needs.

The primary goal is to provide:

Information

Reinforcement

Assurance

Advertising:

Maintains interest in your product or service

Promotes new uses or features

Creates company personality

Encourages loyalty

Chapter 8 - Advertising

Designing Effective Advertising Campaigns

I. Target Market

I. People only notice ads that meet their needs or interest

II. Need to match product with customer needs

III. Identify your target market

IV. Collect & understand demographic information about your target market

I. Location

II. Income

III. Type of dwelling

IV. Education

V. Occupation

VI. Age

VII. Shopping habits

VIII. Interests

IX. Media they watch / listen

Chapter 8 - Advertising

Designing Effective Advertising Campaigns

II. Market Research

i. Who, What, When, Where, Why for target market

i. What is important to your customers?

ii. Who, What, When, Where, Why for competition

iii. How does your product or service differ

III. Advertising Objectives

i. Need to be clearly defined

ii. Fall into three main categories

i. Information – describes features and benefits

ii. Persuasion – advantages

iii. Reminder – of product and benefits

Chapter 8 - Advertising

Designing Effective Advertising Campaigns

IV. Message Development

i. Focus on one theme or message

ii. Know exactly what you are saying and say it!

iii. Think about your customers

V. Message Potency

i. Desirability

i. Appeal to self-interests and needs (health, security, prosperity, approval, attraction, comfort, etc.)

ii. Exclusivity

i. Be distinct , attract attention, and be recognizable

ii. Must be consistent with image and market position

iii. Differentiate you from competition

iii. Believability

i. Claim must be believable

ii. Credibility is one of the most difficult things to achieve

iii. Individuals trust others in their social networks

iv. Credibility based on past performance, quality, image, reputation, alliances, social responsibility

Chapter 9 – Public Relations

Public relations is a useful low-cost means to enhance image and credibility and to communicate your organizations’ story.

Most effective when it is proactive.

Can be used effectively to change or enhance public perception

Chapter 9 – Public Relations

Publicity is the art of getting the media to carry a news story about you without you having to pay for advertising.

Refers back to the “Message Potency” in advertising and assists with the believability of your product or service.

Message needs to be consistent.

Chapter 9 – Public Relations

To convince the media to cover your story you need to develop a media kit.

A media kit typically contains:

A cover letter

A news / media release

A fact sheet

A sample product (or photo)

Chapter 9 – Public Relations

Steps to writing a media release:

I. First paragraph – who, what, where, when, why and how

II. Deal with facts, not opinions

III. Clearly state contact info – contact name, name of organization, phone, email, website

IV. Use short, punchy sentences with action verbs

V. Do not carry sentences or paragraphs over to next page

VI. Leave lots of white space – double-space with wide margins

VII. Don’t go beyond two pages

VIII. At the end of the release type “—30—” or “—END—” or “--###--”

Chapter 9 – Public Relations

To keep in mind when writing a media release:

Should be short and too the point

First paragraph should summarize the whole story

Should be truthful, accurate, clear, and interesting to read

When writing your release think about the following:

Is your story unusual?

Is it topical and newsworthy?

Will it interest a large number of people?

Is it interesting or important to their readers / listeners / viewers

Chapter 9 – Public Relations

Before sending out a media release you need to create a media contact list!

Time consuming, tedious and quickly out-dated by vitally important

I. Develop list of all media outlets you think may be interested in your service, event, or organization

II. Develop list of community leaders who may be interested or should know about your service, event or organization

III. Find the appropriate contact person within each of these organizations

I. Internet research

II. Going through the paper looking for reporters who cover similar stories, events or local news

III. Reading society pages of local papers, magazines

IV. Develop database listing each contact with names, titles, phone, email, facebook, twitter, etc.

Press Release Format

There is a standard format for creating press or media releases:

FOR IMMEDIATE RELEASE (or Hold for release until …)

Headline: (should catch attention and describe the story)

Kitchener, ON September 27, 2011 - Body: This is where the actual story goes. This should be more than one paragraph, however, each paragraph should be no more than 2 – 3 sentences. Write the text so that the news source can take passages or quote directly.

If the release is longer than one page write “-MORE-” at the bottom of the page

Company / Organization Info: background info

Contact Info: Contact person, company, phone, email, mailing address

“###” at bottom of page indicates the end of the release

Publicity in the age of Facebook

Public relations & marketing is changing rapidly. Need to learn how to incorporate an effective

social media strategy into publicity and advertising strategies. Manage Facebook effectively – personal, organization

and event pages Twitter Google + LinkedIn Tumblr Blogs Newsfeeds, listservs, etc.

Class Activity

Using our knowledge of advertising & publicity you are going to promote your involvement in helping to kick off the 2011 Fall Food Drive for The Waterloo Region Food Bank.

What story do you want to tell? How do you want to tell it? Who do you want to tell it to? Why do you want to tell it? Where do you want to tell it?

October 6th VOTE

http://www.youtube.com/MercerReport#p/search/0/OYgwUQTSC3I

The Food Bank of Waterloo Region

Mission:

Through community partnerships we obtain and distribute emergency food from our neighbours to our neighbours.

Vision:

To channel our community’s energy so no one goes hungry.

The Food Bank of Waterloo Region

Nourish Hope

So No One Goes Hungry

Nourishing

Strengthening

Sharing

Delivering Hope – Through Community Energy

Sharing with my community. Every day.

Neighbours Helping Neighbours

Engaging Support

Continuing to Feed