Global Marketing Communication and Advertisingjournalism.emerson.edu/.../Campaign/EC_presentation... · One-year marketing communications ... PHASE 1 Teaser/ Curiosity TV, print,

Emerson College, BostonGlobal Marketing Communication and Advertising

The Team

Laura BonettiRenee Butterfield

Diana GomezAkiva Griffith

Clara HenningMichi Hirose

Denise JohnsonKatherine Kasparian

Franz KuryAneesa Moheyuddin

Jenna SheedyBlake Whitney

Advisors:Thomas VogelJames Rowean

UN Objectives

Achieving all eight

Millennium

Development Goals by

2015.

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

2008.

Effective implementation

of media schedule.

Diversification of media

and promotion strategies.

Effective use of tagline and

logo.

Ensure measurability ofcampaign.

The Task

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

Situational Analysis

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 cause-

orientated 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

Governments that are notkeeping their promise

Focus on U.S.

Target citizens to pressuregovernments

Specific target:U.S. citizens18-40 years oldParents, YoungProfessionals & Students

General Target Selection

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. KomenFoundation, local initiative for thehomeless.

Parents

Future thinking

Jim

Media: internet, news sources, friends,magazines, free dailies

Awareness of social issues:medium - low

Involvement: (PRODUCT)RED, ONE,Big Brother/Big Sister

Name: Jim

Age: 26

Occupation:

entry-level sales, free time

spent socializing, at the

gym, active lifestyle

Young Professionals

Facing Reality

Alicia

Media: internet, news sources,friends, magazines, campus paper

Awareness of social issues:medium - high

Involvement: Amnesty International,Greenpeace

Name: Alicia

Age: 20

Occupation:

college student, free time

spent socializing,

concerned about the

future and interested in

social causes but lacks

time

College Students

In-the-now

Create Awareness

Be relevant & engaging

Drive people to website

Simplify information

Differentiation

Inspire Word of Mouth

Generate interest

Convince of attainability

Encourage action

Pique curiosity

Communication Objectives

JUL

AUG

SEP

OCT

NOV

DEC

JAN

FEB

MAR

APR

MAY

JUN

PHASE 1Teaser/CuriosityTV, print,Guerilla

PHASE 2InspirationTV, print,website

PHASE 3Education &Call to ActionTV, print,website, PR,events

3 phase campaign:curiosity, inspiration, education/action

Website driven campaignPull strategyBreak through clutter“Less is more” philosophyBranding of campaignSimplified message & visualTargeted media

Communication Strategy

“Stop Waiting” conceptUniversalTargets citizens & governmentsAddresses apathyEmphasizes time-bound nature of goalsDeliberately uninformativeVisually stimulating

Red ChairUniversal representationSubliminal use of color redContinuity & consistency of messageBranding of campaign

Encoding of “8”Incites further curiosityDirect reference to 8 MDGs

Creative Rationale

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

Media Objectives

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

TV Commercials / Website

Phase 2 - “8 is possible” Phase 3 - “The 8 MDGs”Phase 1 - “Stop waiting” Teaser

Television Commercial

Website

Print Ads

Double page print ads

Single page print ad

PR / Guerilla

Red Chair Event

Concert Series

Web banner

AmbassadorProgram

TOTAL: $ 9,999,894

Production Media

Media Budget

$1,533,000Subtotal

$80,000Online

$350,000Outdoor

$650,000Television

$250,000Magazine

$203,000Guerilla

$8,466,894Subtotal

$1,205,000Online

$450,432Outdoor

$3,135,000Television

$3,276,462Magazine

$400,000Guerilla

BeforePre-campaignawareness levelsConcept testingCreative testing

DuringAwareness levelsNumber website hits& unique visitorsMonitor feedbackI.D. location ofwebsite visitorsNumber attendees &crowd size at eventsNumber ambassadorsMySpace & YouTubehits

AfterFollow-up surveywith citizensSurveygovernmentofficialsPost campaignrecognitionBlog & onlinetracking

Measurement & Evaluation

Waiting is a universal metaphor

Ethnic diversity in ads

Location neutrality

Simple copyEasily adaptable to otherlanguages and cultures

Global Aspect