union communications - calm 2016

Union communications:ADVERTISING, TARGET GROUPS AND COMMUNICATION OBJECTIVES

Effective communication means knowing who you're addressing and why.

Union communications: ADVERTISING, TARGET GROUPS AND COMMUNICATION OBJECTIVES.

MARC DESNOYERS Director, Account Services at the Upperkut advertising agency

Union communications:ADVERTISING, TARGET GROUPS AND COMMUNICATION OBJECTIVES.

Advertising. Design. Media.


CONFERENCE OUTLINE1. Types of union communications

a. Public relations b. Advertising c. Internal communications

2. Advertising campaignsa. Why advertise? b. Objectives, messages and target groups c. Media strategy

3. Examples of campaigns a. Private employer b. Private employer c. Promotion of a cause

4. Key elements to remember

5. Questions from participants


TYPES OF CAMPAIGNSPUBLIC RELATIONS CAMPAIGNS

Objectives: Inform and mobilize the general public or frame the public debate by modifying a perception

Target groups: media influencers and general public


TYPES OF CAMPAIGNSINTERNAL COMMUNICATIONS CAMPAIGN

Objective: inform and/or mobilize members

Target groups: members in general and more active members

Union communications:

TYPES OF CAMPAIGNSADVERTISING CAMPAIGN

Objectives: increase notoriety, gain new members and have influence on the public debate.

Target groups: members and the general public.

ADVERTISING, TARGET GROUPS AND COMMUNICATION OBJECTIVES.

ADVERTISING CAMPAIGNSWHY ADVERTISE?

Advertising objective: to create an emotional bond between the union and citizens


ADVERTISING CAMPAIGNSWHY ADVERTISE?

To: • Raise awareness

• Exert more influence

• Modify a perception


ADVERTISING CAMPAIGNSRAISE AWARENESS

To: • To increase credibility

• Improve the balance of power

• Facilitate public relations campaigns


ADVERTISING CAMPAIGNSRAISE AWARENESS

How? • Favour media that have high rates

of frequency

• Positioning the organization on current issues that people are talking about


ADVERTISING CAMPAIGNSEXERT MORE INFLUENCE

To: • Obtain increased

media coverage

• Improve the balance of power

• Obtain concrete gains for members


ADVERTISING CAMPAIGNSEXERT MORE INFLUENCE

How? • Favour prestigious media

• Appear on current affairs programs

• Highlight gains that have been made


ADVERTISING CAMPAIGNSMODIFYING A PERCEPTION

To: • Get support from the general public

• Mobilize members

• Get sympathy from media influencers


ADVERTISING CAMPAIGNSMODIFYING A PERCEPTION

How? • Enhance the profile of members among

the general public

• Choose an original creative concept and go for an unexpected tone

• Favour media with high rates of frequency


ADVERTISING CAMPAIGNIMPORTANCE OF A CLEAR BRIEF

• Objectives of the organization

• Communication objectives

• Target group

• Key message

• Tone


ADVERTISING CAMPAIGNS OBJECTIVES OF THE ORGANIZATION VS COMMUNICATION OBJECTIVES

The organization determines hoped-for gains.

Communications determine the perception to be created to deliver the hoped-for gains.


ADVERTISING CAMPAIGNKEY MESSAGE

The most important springboard for every piece of communication: define a clear message that will resonate with the target audience.


ADVERTISING CAMPAIGNSTARGET GROUP

Knowing who we're talking to can influence tonality and determines the media strategy

Union members? The general public? Seniors? Young families? Legislators? Women? Quebecers? Canadians as a whole?


ADVERTISING CAMPAIGNSTONALITY

Serious? Funny? Dramatic? Ironic? Shocking?


ADVERTISING CAMPAIGNSMEDIA STRATEGY

Traditional media • TV

• Radio

• Outdoor and posters

• Print

Digital media • Web

• Social media


ADVERTISING CAMPAIGNSTV: STILL THE MOST IMPORTANT MASS MEDIA

96.5% of Canadians have at least one TV

The average Quebec home watches at least 33.67 hours of TV per week


ADVERTISING CAMPAIGNSTV: A PRESTIGIOUS MEDIA

The simple fact of being on TV can, in itself, contribute to modifying a perception.


ADVERTISING CAMPAIGNS TV AND THE WEB: AN IDEAL MEDIA MIX

TV spots are now shown on TV and Web at the same time

More impact. More views. More discussions.


RADIO: A MASS MEDIA

Canadians listen to the radio on average between 21 and 22 hours per week.

Radio is generally a medium with a captive audience.

ADVERTISING CAMPAIGNS


RADIO: A MEDIUM OFFERING FREQUENCY

Along with the Web, radio is the medium offering the highest rate of frequency at a reasonable cost

In small town areas, radio is very efficient.



OUTDOOR AND POSTERS

Outdoor advertising and posters can be closely geolocalized.

And you can't turn them off -- they're up 24 hours a day.



PRINT

To sneak into the public debate.

To speak to a more informed audience.



THE WEB

In 2017, media expenditures for the Web will be higher than those for TV.



THE WEB: STATIC ADVERTISING VS SOCIAL ADVERTISING

Static advertising can generate a maximum number of impressions and clicks



THE WEB: STATIC ADVERTISING VS SOCIAL ADVERTISING

Use social advertising to generate impressions, encourage interactions and obtain feedback



THE WEB: CONTENT VS ADVERTISING

Important to distinguish between content and advertising



FOR EACH CAMPAIGN, ITS OWN UNIQUE MEDIA MIX

Examples : For local visibility, a mix of radio and Web

For national awareness campaigns, a mix of TV, outdoor and Web



Hypothetical campaigns


HYPOTHETICAL CAMPAIGN AORGANIZATION'S OBJECTIVE: NEGOTIATE AN ADVANTAGEOUS COLLECTIVE AGREEMENT WITH A LOCAL PRIVATE EMPLOYER

Communications objectives: engender sympathy among the local public and mobilize members

Message: "Workers for X company work to improve their community. They should be paid a decent wage so they continue to enrich our economy."


ORGANIZATION'S OBJECTIVE: NEGOTIATE AN ADVANTAGEOUS COLLECTIVE AGREEMENT WITH A LOCAL PRIVATE EMPLOYER

Target group: first the local population, then members

Media strategy: local radio, local newspapers and Web ads geolocalized locally


HYPOTHETICAL CAMPAIGN A

HYPOTHETICAL CAMPAIGN B ORGANIZATION'S OBJECTIVE: RESOLVE A LABOUR DISPUTE IN THE PUBLIC SECTOR

Communications objectives: engender sympathy among the general public, obtain the support of media influencers and mobilize members

Message: "Workers in sector X have the interests of the Canadian population at heart. They work to make Canada a better place. Let's all support them."


HYPOTHETICAL CAMPAIGN B ORGANIZATION'S OBJECTIVE: RESOLVE A LABOUR DISPUTE IN THE PUBLIC SECTOR

Target group:the Canadian public, media influencers, elected officials and union members.

Media strategy: national TV, national Web advertising, targeted outdoor and postersand inserts in national newspapers.


HYPOTHETICAL CAMPAIGN C ORGANIZATION'S OBJECTIVE: MAKE THE GENERAL PUBLIC AWARE OF AN ISSUE OR A CAUSE

Communication objectives:engender sympathy among the general public and obtain the support of media influencers

Message: "We have to put an end to discrimination when it comes to hiring ethnic minorities. All Canadians must be treated equally."


HYPOTHETICAL CAMPAIGN C ORGANIZATION'S OBJECTIVE: MAKE THE GENERAL PUBLIC AWARE OF AN ISSUE OR A CAUSE

Target group: the Canadian public and media influencers

Media strategy: national advertising on the Web, targeted advertising in social media and outdoor advertising.


CONCLUSIONKEY ELEMENTS TO REMEMBER

1. Clearly define objectives, messages and target group

2. Have creative and a media mix that align well with objectives, the message and the target group

3. Never forget union members, even when addressing the general public.

4. Never forget the general public, even when addressing union members.


CONCLUSION

Question period


Thank you!Union communications: ADVERTISING, TARGET GROUPS AND COMMUNICATION OBJECTIVES.

Marc DesnoyersAccount Services Director 4200 Drolet Street, Montreal (Quebec) H2W 2L6 514 593.6363, poste 226 | [email protected] C. : 514 702.9845 | twitter.com/MarcDesnoyers

http://twitter.com/MarcDesnoyers

union communications - calm 2016

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