by: katelyn consumer hanley, jenna basting, kala...

By: Katelyn

Hanley, Jenna

Basting,

Kala

Fitzgerald, and

Ashley Mil ler

CONSUMER

RELATIONS

Investigation of the client

Reason for the program

Consumer audiences to be targeted for communication

RESEARCH

Centered around the organizations reputation

Dealing with consumers

How credible is the organization’s reputation in its dealings with

consumer groups?

Has it been a frequent target of their attacks?

What are its past and present consumer relations practices?

Does it have a viable program in place?

What are its major strengths and weaknesses in this area?

What opportunities exit to enhance the organization’s reputation and

credibility in consumer affairs?

CLIENT RESEARCH

Company employees

Customers

Professionals

Middle Class

Working Class

Minorities

Other

Activist consumer groups

Consumer publications

Community media

Community leaders

AUDIENCE RESEARCH

Impact Objectives

Increase consumers knowledge

Promote

Increase sales

Encourage positive feedback

Output Objectives

Distribute

Develop

Meet with

Prepare and distribute

OBJECTIVES

Themes and Messages

Actions or Special Events

Uncontrolled and Controlled Media

Effective Communication

PROGRAMMING

Hallmark Sound Card

Product Launch: Sweet

Music!

2005 Hallmark created answer to greeting card decline

“Sound Card”

Card that plays music was not new

Test run- Valentine’s Day 2006

Extensive Research was used

Sound cards created buzz

SUMMARY

Product Research

Consumer Focus Groups

December 2005

Sales Data Research

Valentine’s Day 2006

Consumer Online Idea Exchange Research

April 2006

Research Findings

RESEARCH

Objectives

Raised consumer awareness

Increase sales

Strategies

Create a sense of surprise and excitement

Reach beyond core target

Speak to a “nontraditional” secondary audience

Tell a story

Garner media attention

PLANNING

MTV Video Music Awards

Fan club sites

Radio trade-for-mentions

Radio media tour

Customized pitching

Satellite media tour

EXECUTION

Sales Results:

Greeting cards up 9%

Christmas card sales increased 10%

More than half of card dollar increase due to sound cards

Media Results:

Radio/TV outreach

Print Media

EVALUATION

LAUNCHING CHASE

SAPPHIRE: REDEFINING

‘REDEEMING’ REWARDS

THROUGH MEANINGFUL

EXPERIENCES

Ketchum launched Chase’s first propriety affluent (meaning- having an abundance of wealth, property, or other material goods) credit card.

Chase Sapphire, relied heavily on public relations to drive customer applications online.

By successfully aligning the card’s attributes with travel, meaningful experiences and quality customer service through targeted media relations and leveraging Chase’s Travel Channel partnership.

SUMMARY

The launch resulted in Search Traffic increasing by 300

percent directly related to PR efforts, Direct Visits increasing

by 710 percent, 10 percent of site visitors applying for Chase

Sapphire, 90 percent positive/neutral news coverage and

215+ million media impressions.

All this happened even with the poor economy and when

credit card companies where being fired upon for being at

fault.

SUMMARY CONTINUED

Preparation Research

Secondary Research

Key Research Insights

RESEARCH

Had 3Objectives:

Business Objective

Communication Objective

Media Objective

PLANNING

Strategies:

Offered best-in-class rewards for travel, dining and quality customer

service; and show how Chase is meeting customer needs by investing

in rewards at a time when their competitors are cutting back.

Leverage Chase’s advertising partnership with Travel Channel, which

marked the first time the network aligned multiple high -profile talent

with a major corporate branding campaign.

Identify opportunities for third-party

PLANNING CONTINUED

Target Audience:

Affluent consumers defined as the top 15 percent of U.S.

households by income, who values “their time” over “their

money.” Household Income of $120k+; Home Value of

$245K+. College educated. These wealthy consumers enjoy

traveling, dining, sports and spending time with friends and

family. Time is extremely important, as they have very little of

it to spend with family and friends.

PLANNING CONTINUED

Showcased its benefits: card members get a live person on

the first call; no blackout dates or restrictions when booking

travel so they can go when and where they want to; and the

ability to redeem

Arranged a two-prong exclusive media approach with

Bloomberg to reach affluent consumers online and in print

through the wire’s subscriber media outlets and with

Forbes.com to reach affluent consumers online.

Used print and online media

Partnered with Travel Channel

Threw a party

Provided a list of analyst resources.

TACTICS USED

Chase Sapphire Launch on Aug. 19 to Aug. 31, Search Traffic

increased by 300 percent and Direct Visits increased by 710

percent over the previous month.

PR team successfully positioned the card as one of the

premier cards for affluent consumers with messaging around

travel benefits and customer services in nearly 90 percent of

launch media coverage.

Campaign resulted in 215 million media impressions

“Chase Sapphire” earned the #2 Ranking in Google’s Hot

Trends

VERY SUCCESSFUL CAMPAIGN

Nicorette Fruit Chill’s

Smoking

Cessation Challenge

Nicotine replacement therapies (NRT)

GlazoSmithKline teamed up with CKPR agency

CKPR campaign “The Nicorette Fruit Chill Million Challenge”

SUMMARY

CKPR used both primary and secondary research to fully

understand smokers and their habits

RESEARCH

Primary – smokers 25-44 who want to quit

Secondary – concerned loved ones of smokers and key

influences

TARGET AUDIENCE

Drive trial and repeat purchase of Nicorette Fruit Chill

Generate 65.5-102.5 million unweighted media impressions

Ensure 90% of coverage is “branded” and delivers at least one

key message

OBJECTIVES

Engage consumers and immerse them in the brand

Create supportive environment

Build awareness

Educate smokers

Recruit panel of physicians, psychologists ect.

Set an aspirational goal to drive media interest

STRATEGIES

Nicorette stop shops

Quit tools

Collateral Materials

Press kit/creative mailer

Launch event

National media blitz

TACTICS

The campaign was a huge success

The Nicorette Fruit Chill Million Challenge surpassed every

objective they set

EVALUATION

Papa John’s Pizza First with

Text Ordering Option

2001Papa John’s introduced online ordering

2007 first national pizza chain to offer text message ordering

Fleishman-Hillard three-part strategy

SUMMARY

29% cell phone users could not live without their phone

Texting more popular to younger demographic

35% send text messages to friends/family/business

colleagues

RESEARCH

Objectives

Drive media & consumer awareness

Increase opt-in registrations

Drive consumers online

Strategies

Share business story

World’s Fastest Talker vs. World’s Fasted Texter at the Mall of

America

PLANNING

Four-step process

• 1. First register online

• 2. Once registered, can text FAV1, FAV2, etc., to 4APA (47272)

• 3. Papa John’s send a text message for confirmation

• 4. Consumer sends Y1 or N1 to confirm or change order

PLANNING CONTINUED

World’s Faster Talker & Texter

Partner with LG Mobile Phones

10 free mobile phones

Media outreach

Coordinate pizza delivery &sampling

Flash demonstration

EXECUTION

629 media placements

Print

Television

Radio

Online

Created buzz

Increase registrations e-mail & mobile phones

Increase flash demonstration

EVALUATION

SIMILARITIES AND

DIFFERENCES

Papa John’s - Ages 18-24

Hallmark- Couples

Nicorette- Smokers ages 25-44

Chase Sapphire- Owners of the card

AUDIENCE

Hallmark, Chase Sapphire, and Papa John’s all deal with

technology

Hallmark sound card

Chase Sapphire redeeming rewards online

Papa John’s texting

Nicorette Fruit Chill’s deals with health

TARGET

Nicorette and Hallmark used discussion panels

Papa John’s looked at trends in mobile communication

Case Sapphire look at trends in households

RESEARCH

Papa John’s- raise awareness of texting

Hallmark- raise awareness of sound card

Nicorette- repeat purchases

Chase- Increase search traffic

OBJECTIVES

Papa John’s developed 629 media placements

Totaled 53 million impressions

Value of $350,000

Hallmark

9% increase in greeting cards

10% increase in Christmas card, 6% sound cards

Store sales up 3.1%

Case Sapphire

Search traffic increase 300%

Direct visits increase 710%

215 million media impressions

#2 on Google’s Hot Trends

Nicorette

Sales increase 221%

SUCCESSFUL

Hallmark

Chase Sapphire

Papa John’s

Nicorette

MORE EFFECTIVE?

Consumer Relations concentrates on an organization’s

reputation with its consumers and on the reason for

conducting a program of this kind.

Consumer Relations uses both impact and output objectives

Programming involves organizational actions

Advising management about consumer affairs

Developing consumer-oriented programs

Holding meetings or conferences about consumerism

CONCLUSION