Thursday, 2/20

Week of 9/30Strategies

Strategy

•Proactive & Reactive•Proactive- taking the initiative to engage the public; most IMC campaigns are launched under this segment•Reactive- responds to environmental influences

Thursday, October 3, 13


Categories of Proactive Strategies- Action•Organizational performance

•what an organization does in relation to what it says.•saying value = providing value?•saying luxury = providing luxury?

•No? Adapt! Make necessary changes to create harmony between the company and its publics

•Audience engagement•2 way communication tactics and engaging targets in marcom activities•activities that bring your targets in direct contact with the offerings of the org

•sampling, tours, shadowing, etc.•surveys, 1-800 numbers, Q&A sessions, town halls encourage dialogue

•triggering events- an activity or occasion that is the stimulus for an engagement oppotunity. •Election day- petition or town hall•Breast Cancer Awareness month- charity fundraiser, seminar, product distribution

•Special events•staged activity- encourage interaction with organization•publicity stunts- a gimmick to earn publicity, negative connotation and can back fire



Categories of Proactive Strategies- Action

•Alliances & Coalitions•2 or more orgs joining together for a common purpose; share similar values/concerns; •can involve people and not just orgs; influential and relevant ties•alliance- informal, less structured working relationship among orgs•coalition- more formal and structured working relationship

•Sponsorships•providing a program directly or supporting a program or entity through financial, personnel or other resources•should be a logical link based on company products services or audience interest point

•Strategic philanthropy•financially or otherwise supporting community relations gestures•corporate social repsonsibility•October everyone goes pink, February- Go Red, etc.•portion of sales goes towards X charity activities for example

•Activism•causes, issues adoption or movements•risky and strong positioning•rarely used in comparison


Week of 9/30Goals and Objectives

Categories of Proactive Strategies: Communication•Publicity•unpaid attention garnered for a product, issue, company, et al. by the news•third party endorsements because of the trust between the public and the news product•Newsworthy Information

•ways to generate news:•give an award•hold a contest•begin a new project or new program•promote personnel•comment on local issue/problem/need•issue a report based on research about something relevant to local market•launch a special campaign•give a speech to a large audience•involve a celebrity•tie into a high profile issue

•Transparent communication•open and observable activity•share facts and reasons behind them



Strategies- Reactive•Pre-emptive action (prebuttal)•Offensive response (attack, embarrassment, shock, threat)•Defensive (denial, excuse, justification, reversal)•Diversionary (concession, ingratiation, disassociation, relabeling)•Vocal commiseration (concern, condolence, regret, apology)•Rectifying behavior (investigation, corrective action, restitution, repentance)•Deliberate inaction (strategic silence, strategic ambiguity, strategic inaction)



Strategies- Examples•Utilize traditional and new media to deliver the message to mass audiences•Include special offer/incentive to induce sampling and trial and increase visits •Develop and enter into a strategic partnerships in order to further the reach and expand the audience and provide an additional endorsement element •Secure earned media by providing opportunities for media to sample the product•Develop a special event opportunity with Product x/Company x as the focus in order to engage the audience



Strategy to Tactic- Examples

•Develop and enter into a strategic partnerships in order to further the reach and expand the audience and provide an additional endorsement element •Wonder Bread•http://www.youtube.com/watch?v=vIxSSbjz1k8


http://www.youtube.com/watch?v=vIxSSbjz1k8





Lab Assignment/Homework:

•LA/HW #5: Strategic Tie-ins•Describe (not list) at least 2 special events, sponsorships and/or philanthropic 7e-‐ins that would make sense for your focus company and briefly explain why. The rela7onship can’t already exist. Can create a philanthropic cause or 7e-‐in with exis7ng organiza7on.•Due: 10/8

•Read Phase 2, Step 6-‐ Messaging



Thought of the Day:

“All men can see these tactics whereby I conquer, but what none can see is the strategy out of which victory is evolved.”

-Sun Tzu


Thursday, 2/20

Education

Transcript of Thursday, 2/20