week 8: campaign planning

Week 8

Promotional Campaigns

Name the Campaign Goal!

Name the Campaign Goal!

Name the Campaign Goal!

Name the Campaign Goal!

Advertising Terms

Reach - # of target market members exposed at least once to the message

Frequency - # of times the average receiver is exposed within a specific time period 3 – 7 times needed to be effective; some say more

Waste – people receiving the message that are not within your target market

Used to evaluate effectiveness of different advertising mediums

Traditional Mediums

Broadcasting Media Television, Radio

Print Media Magazine, Newspapers, Mail

Outdoor/Ambient Transit, Washroom, Product Placement

Good evaluation of mediums: http://www.businesstown.com/marketing/strategy-medium.asp

Search Engines & DirectoriesOnline AdsMobile

Apps/Location Based Ads Texting

Social Media Communities Blogs

Email

New Media

Opt- In

Micro-siteMicro-site

Offline Marketing and Client Interaction

Offline Marketing and Client Interaction

Integration of Online Activities

Search Marketing

Organic Search Engine Optimization (SEO) Ensuring that your

website is relevant to your audience’s searches

On-page & Off-page factors

Pay-Per-Click (PPC) Advertising

Relevance is Key!

ORGANIC RESULTSPPC Ads

Google AdWords (Pay-Per-Click)

Keyword selection is critical

Online Advertising

Banner/VideoAdWordsCreative (Guest Editorial, Product Placement,

etc.)Measurement: Awareness + ClicksGood ad design will make the user

want to click! (plus give some benefit even if not clicked on)

Getting into Social Media

Tie it directly to a) your audience lifestyle and b) your brand and campaign objectives Make it Personal Make it Interactive Make it Simple

Ways to participate Monitor & Join Conversations Host Communities & Discussions (Get Followers) Provide Content/Applications to be Integrated

Blogs

Reputation and Brand-BuildingThought LeadershipTrust and Community EntertainmentSite Optimization

Relevant, incoming links

Levels of Participation

Good to include in

your personas!

Good to include in

your personas!

E-Mail Campaigns

House lists (your subscribers) are bestCan rent lists from brokers with

segmentation (demographics, interests, etc.)Tracking results (open rate, click-thru) is key

Can use different subjects & split creatives

Promotions

Extra value offered as an incentive with the objective of an immediate sale. Samples Coupons Premiums Contests Frequency Programs

Public Relations

What is PR?

1. The determination and evaluation of public attitudes.

2. Develop policies and procedures with a public interest.

3. Execute a communications program to gain public understanding and acceptance.

Who is the “Public”?

Potential and Existing Customers Employees Shareholders Partners

The CommunityThe GovernmentThe Industry

The Media is the key medium for communicating to these audiences, and is in that sense, often considered the target audience.

Social Media has enabled companies to converse directly with the public.

When is PR Important?

When social opinion and community support matter Cause-related and not-for-profit (charities,

associations) Community-based businesses – both geographical

and virtual (colleges, ebay) Unfamiliar products or companies (biodiesel) Can be strategic or reactive (Maple Leaf)

Is seen as a more genuine form of communications –message sources that have credibility to the audience

Using PR

Often in association with these communications goals: Raise awareness Generate positive feelings and public opinion Change attitudes and perceptions Position or re-position organization within the market space

Generate buzz around an ad campaignInfluencing influencers so they become

ambassadorsIntroduce a product with little or no advertisingDefend at-risk products

PR Tactics

Publicity in News Media Press conferences, Exclusives, Interviews

Image by Association Memberships, certifications, partnerships

Image and Advocacy Advertising Warm and fuzzies not related to the core business

Event Sponsorship Sports, Festivals, Conferences, etc. Can be very targeted

PR Tactics

Social Media No-cost ways of establishing yourself as a thought-

leader and making a name for your company or self

In-House News and Celebration Newsletters, RSS feeds, product launches, client

parties and gifts More intimate – for loyal customers and stakeholders

Let’s get our hands dirty!

Develop a Campaign for the Canada’s Food Guide

Objective: Kids and Teens Awareness5 Slides

1. What audience will you target?2. What is your big idea for the campaign?3. Name 3 specific components of the campaign,

including ambient advertising, PR, and new media.4. What type of appeal and execution will you use?

Come up with a sample tagline.5. Briefly describe the creative.