marketing & communication leaders summit 4.22 · rihanna taylor swift miley cyrus. her journey...

M A R K E T I N G & C O M M U N I C A T I O N L E A D E R S S U M M I T

4 . 2 2 . 1 6

Impressions

Today’s marketing conversations are a bit

like online dating.

Are we a match? What do we have in common?

Try me. I’m right here. How loyal are you?

So much data. Impressions & Profiles.

11 million bits every second. Only 50.

2.78 MILLION Video Views

20.8 MILLION+ Messages

701,389 Facebook

logins

69,444 Hours

watched150 MILLION

Emails sent

1,389 Uber rides

527,760 Photos shared

51,000 App downloads

from Apple

$203,596 In sales

120+ New Linkedin

accounts347,222 New tweets

38,194 Posts to

Instagram

2.4 MILLION Search Queries

972,222 Swipes

1.04 MILLION Vine Loops

38,052 Hours of

Music

60SECONDS

2 0 1 6

What happens in an internet minute?

Stop counting impressions. Make one.

K N O W W H O W H Y Y O U A R E , S O Y O U C A N B E T T E R C O N N E C T W I T H S H A R E D V A L U E S

Your institution connects on both a rational & emotional level.

Shared Values & Dialogue A belief that both our brand and our consumers have about a higher

purpose, passion or philosophy that has meaning in our lives beyond a specific category or industry.

P R O D U C T

P R I C E

P L A C E M E N T

P R O M O T I O N

P E R S O N A L I T Y

P U R P O S E

P R O M I S E

P E O P L E

C O M P E T I T I O N

Many audiences, tons of data.

C U R R E N T S T U D E N T S

P O T E N T I A L S T U D E N T S / FA M I L I E S

FA C U LT Y/ S TA F F

A L U M N I & FA N S

D O N O R S C O R P O R AT E PA R T N E R S / S P O N S O R S

L O C A L C O M M U N I T Y

What is key to your success?

R E C R U I T I N G S T U D E N T S E N G A G I N G A L U M N I & F U N D R A I S I N G

T H E I N S T I T U T I O N A L E V O L U T I O N O F Y O U R

B R A N D / I M A G E

“Your brand is what people say about you when you’re

not in the room.” JEFF BEZOS, AMAZON

Shoes. Drinks.

Cola. Feminine Hygiene.

One for One. Adventure.

Happiness. Empowerment.

Founder Blake Mycoskie

One for One.

Founder Blake Mycoskie

One for One.

People don’t buy what you do. They buy why you do it.

P R O D U C T

P R I C E

P L A C E M E N T

P R O M O T I O N


P U R P O S E

P R O M I S E

P E O P L E

Shared Values

I M P R O V I N G L I V E S - H O P E

O N E F O R O N E G I V I N G B A C K

S U S TA I N A B I L I T Y

S T Y L E & D E S I G N

Don’t sell me ______. Sell me ______.

R E D S : D O N T ’ S E L L M E H O M E R U N S . S E L L M E A M O M E N T I ’ L L N E V E R F O R G E T. D U R A C E L L : D O N T ’ S E L L M E B AT T E R I E S . S E L L M E P O W E R ( T O M O V E F O R W A R D ) . S W I F F E R : D O N T ’ S E L L M E A C L E A N F LO O R . S E L L M E W H Y I W A N T A C L E A N F LO O R .

A LW AY S : D O N T ’ S E L L M E M O R E A B S O R B A N C Y/ D I S C R E T E . S E L L M E E M P O W E R M E N T. N I K E : D O N ’ T S E L L M E T H E N E W S . S E L L M E A C O N N E C T I O N T O M Y C H I C A G O L I F E . O L D S P I C E : D O N ’ T S E L L M E A C E L L P H O N E P L A N , S E L L M E A C C E S S T O A B E T T E R L I F E .

One for One. Adventure.

Happiness. Empowerment.

launched June 2014

4.5 billion impressions around the globe

61 million youtube views

What digital dialogue is happening today with young women?

What impressions are we making?

A M Y S C H U M E R

A B B Y W A M B A C H

A D E L E

M I C H E L L E O B A M A

E L L E N D E G E N E R E S & P O R T I A D E R O S S I

M I S T Y C O P E L A N D

B E Y O N C E

M A L A L A Y O U S A F Z A I

C A I T LY N J E N N E R

H I L L A R Y C L I N T O N

D A K O TA

K I M K A R D A S H I A N

R I H A N N A

TAY L O R S W I F T

M I L E Y C Y R U S

Her journey is messy.

I’m Jolyn.

“Photography is my passion. A job with the government won’t make me happy, but I guess my Dad knows best.”

(20) China

“I moved to Philly. For my parents, it may as well have been Finland.I dare them to complain.”

I’m Andrea.(23) US – NJ/PA

EN CO UR AGED

Two young women. Unrealized potential vs. Encouraged

10/2013

A R E N ’ T W E M O R E T H A N “ B E T T E R A B S O R B E N C Y ” A N D “ B E T T E R T H A N K O T E X ” O R “ S A V E $ 2 N O W ” ?

One simple insight in October 2013 –

What I can become tomorrow begins with the encouragementI receive today.

Don’t sell me absorbency/discrete. Sell me empowerment.

People don’t want to pay for digital news.

The industry’s revenue has fallen by more than a third since 2005.

It’s business model is in flux.So are its principles and practices.

Print Is Dying, Digital Is No Savior

Don’t sell me digital news. Sell me .

We’re building the emotional bridge.P E R S O N A S T R I G G E R S & I N S I G H T S S T R A T E G I C T A C T I C S B U I L D T H E B U S I N E S S & T H E B R A N D

C O N N E C T I N G W I T H O U R A S P I R A T I O N A L C O N S U M E R SO U R P R O D U C T: B R A N D & B U S I N E S S

C H I C A G O T R I B U N E Evolving the newspaper industry through persona-driven strategy + Shift workshop

What about our character/personality digitally?

39

C R E A T O R : T R U E A R T I S T S , U N W A V E R I N G C A R E G I V E R : G E N E R O S I T Y, F A N S = L I L’ M O N S T E R S E X P L O R E R : R I S K - T A K E R S , J O U R N E Y, “ U N P L U G G E D ” S A G E : W I S E I N T H E I R O W N W A Y S , L O N G E V I T Y, A S T U T E , A L W A Y S S T U D Y I N G T O K E E P E V O L V I N G

The odd couple.P O W E R

T O N Y B E N N E T T + L A D Y G A G A


P E R S O N A S T R I G G E R S & I N S I G H T S S T R A T E G I C T A C T I C S B U I L D T H E B U S I N E S S & T H E B R A N D

Be the bridge that connects his Chicago passions (sports) and purpose, to connect him to what he loves most – his

friends & family.

O U R P R O M I S E T O M I C H A E L

Give her anotherfine day in Chicago.

O U R P R O M I S E T O C O U R T N E Y


Be their source of truth and empowerment—

a peace of mind.

OUR PROMISE TO THE NELSONS


Give her random flashes of awesome Chicago.

OUR PROMISE TO SYDNEY


C I N C I N N A T I R E D S

“Help us truly understand our fan base and go beyond winning & weather.

We want 2MM fans.”

(04)

CINCINNATI REDS:Humble Champion Celebrate the Fan Heritage: First MLB Franchise Grit / Hard Work / Courage

More Than a Game Life Lessons Traditions Beyond the Big Red Machine

Aspirational Design Targets as baseball cards Reds brand squares & design exploration

Cincinnati Reds

EQUITY DEVELOPMENT & EXPRESSION – FAN INSIGHTS & EMBRACING THE HUMBLE CHAMPION

Cincinnati Reds


CINCINNATI REDSHumble Champion (Theme Board)

Cincinnati Reds


Cincinnati Reds

MOVING BEYOND THE BIG RED MACHINE – HUMBLE CHAMPION

HUMBLE CHAMPIONEngaging with future generations of fans

The Game Plan

1. INCREASE ATTENDANCE FROM 2.4 TO 3 MILLION 2. RESTORE RELEVANCE & MOMENTUM TO THE HUMBLE CHAMPION 3. CREATE A MORE AUTHENTIC & ENGAGING THE FAN EXPERIENCE

Cincinnati Reds


Independence Day is a celebration that

is rooted in competition and rivalry. Its

fueled by our collective pride and our

passion to succeed. Echoes of these

sentiments still ring out on the

baseball diamond: unwavering loyalty

and devotion to the home team, vile

rejection of the opponent.

Contemporary heroes and villains

battle for their beloved fans. Legends

and lore are played out before us.

• Rivalry • Passion • Pride • Aggressive

Campaign Themes

Rumble on the river.

KEYWORDS

So what are some of the values of students today?

How can you get to know them better?

Ascending values reveal sanity-seeking sentimentV A L U E S O N T H E M O V E : A S C E N D I N G F R O M 2 0 1 0 T O 2 0 1 5

Base: Total US age 15+ Note: Ranks are based on those who assigned a 6 or 7 on a 7-point scale, where 1 means “not like me at all” and 7 means “describes me exactly.” Of 87 trended values, 1 is the strongest and 87 is the weakest. Source: CEB Iconoculture Values and Lifestyle Survey. October 2015

H E A LT HR E L A X AT I O NP U R P O S ES E R E N I T YS A F E T YD I S C O V E R YC O M F O R TL E A R N I N GB A L A N C ES I M P L I C I T YR E A L I T Y

1 8 + 1 42 6 + 1 14 4 + 1 12 4 + 1 01 9 + 84 4 + 71 4 + 6

3 2 + 63 7 + 64 0 + 4

3 4 + 6

2015 Rank Up from 2010

Descending values flag a fading sense of certainty

B E L I E FC O N F I D E N C EY O U T HF R E E D O MS E L F - E S T E E MT E N A C I T Y

3 6 - 1 54 9 - 1 44 3 - 1 03 9 - 93 5 - 75 1 - 4

2015 Rank Down from 2010

V A L U E S O N T H E M O V E : D E S C E N D I N G F R O M 2 0 1 0 T O 2 0 1 5


1

2

3

4

5

6

7

8

9

1 0

M AT U R E S

justice

courtesy

loyalty

honesty

responsibility

authenticity

equality

conscience

family

integrity

G E N W E

equality

happiness

success

authenticity

purpose

comfort

loyalty

freedom

courtesy

sharing

M I L L E N N I A L S

happiness

loyalty

success

authenticity

equity

courtesy

comfort

responsibility

curiosity

sustainability

G E N X

responsibility

authenticity

loyalty

family

courtesy

success

conscience

justice

honesty

safety

B O O M E R S

courtesy

loyalty

responsibility

authenticity

justice

conscience

honesty

equality

integrity

success

Top-Ranked Values by Generation


A more realistic view of a campus life.O B S E R V A T I O N

V A L U E S : A C C E S S , C O N T R O L , S AV V Y, T R U S T, C O N V E N I E N C E

Shared Values & Dialogue What institutional values do you have that you share with your target

audience? How can you use these to evolve your conversation?

access control savvy trust

convenience

S T U D E N T SU N I V E R S I T Y

Sports A Degree

Co-Operative Education

Business School

Loyalty Success

PurposeReality

Why does any of this matter to you?

P R O D U C T

P R I C E

P L A C E M E N T

P R O M O T I O N


P U R P O S E

P R O M I S E

P E O P L E

Share values.

Be both rational & emotional.

Think about what you sell differently.


Know your own voice, and your impression.

Stop counting impressions. Make one.

K N O W W H O W H Y Y O U A R E , S O Y O U C A N B E T T E R C O N N E C T W I T H S H A R E D V A L U E S

Thank you.

DA N BA RC Z A K Partner, Creative Director – Hyperquake

@danbarczak [email protected]

S H E R W O O D M AC V E I G H Director of Strategy – Hyperquake

@SSMacVeigh [email protected]

mailto:[email protected]

mailto:[email protected]

marketing & communication leaders summit 4.22 · rihanna taylor swift miley cyrus. her journey...

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