A strategy creates a clearer course of action and ensures consistencies throughout any campaigns It involves a tedious 8-steps process:
1. Research
2. Analysis
3. Goal Setting
4. Objective
5. Developing strategies
6. Devising and implementing tactics
7. Monitoring
8. Evaluation
This strategy outline is being used for most PR campaigns and can be seen in the case study below.
1. Research
2. Analysis
3. Goal Setting
4. Objective
5. Developing strategies
6. Devising and implementing tactics
7. Monitoring
8. Evaluation
This strategy outline is being used for most PR campaigns and can be seen in the case study below.
Case study: Eclipse Gum - Get Fresh (consumer marketing)
http://www.lib.uts.edu.au/gta/?page=show&id=609
The Wrigley Eclipse Gum campaign, as described, is a good, relevant example of a 'tightly integrated marketing project'. Mango, the PR company in charge of this project, uses print and broadcast advertising, ambient (experiential) marketing and other PR activities to recreate Eclipse's brand. It ties together the theories we learnt thus far.
IN LINE WITH STRATEGY
Let's look at their 8-step strategy plan
Situation Analysis
In this case, analysis is done first as Mango needed to find out the problem at hand (lower than desirable awareness of product despite new packaging and flavors) and subsequently come up with a strategy to solve the problem. Through analysis, the company is able to set apart a target audience as well as the change needed to be made in Wrigley's PR structure.
Research is done through a series of 20 one-on-one consumer interviews to ask detailed question aimed to find out when, where and how to reach out to their target audience.
Next is setting Goals and Objectives.
The goals and objectives set are not merely vague statements such as 'creating brand awareness' or 'increasing product sales'.
To put it in a one-line statement,
The goal of the campaign: build trial to increase sales and build awareness of Eclipse and equity in the brand. Eclipse has been on the market for five years and despite the availability of four recently introduced flavours, only 15% of tracking respondents claimed noticing anything different about Eclipse Gum. (Source: Wrigley)
(do read link to get a better idea)
However, the company should include clear numerical statistics or quota to reach in order to monitor the results and also to prove results to Eclipse at the end of the PR campaign. Ms. Tanya mentioned in her lecture that these statistical goals are often underestimated (on purpose) so that it is easier to account back to the clients.
Target publics is clearly defined in terms of age and group personality.
Mango focuses on an interactive campaign, getting 'up close and personal' with the target audience and potential consumers.
The implementation and evaluation will be further looked into in the later chapters.
IN LINE WITH THEORY
System theory
It is highlighted in the theory that an organization is a system made up of subsystem – manufacturing, marketing, finance, human resources, and public relations, hence an interconnected space.
In the case study, Mango understands and implements the concept behind this theory by working in hand with advertising agency DDB and media buying company OMD (boundary spanning and requisite variety). The campaign also operates in an open system where audience feedback is greatly valued (cybernetics).
Communication theory
The Wrigley Eclipse Gum campaign, as described, is a good, relevant example of a 'tightly integrated marketing project'. Mango, the PR company in charge of this project, uses print and broadcast advertising, ambient (experiential) marketing and other PR activities to recreate Eclipse's brand. It ties together the theories we learnt thus far.
IN LINE WITH STRATEGY
Let's look at their 8-step strategy plan
Situation Analysis
In this case, analysis is done first as Mango needed to find out the problem at hand (lower than desirable awareness of product despite new packaging and flavors) and subsequently come up with a strategy to solve the problem. Through analysis, the company is able to set apart a target audience as well as the change needed to be made in Wrigley's PR structure.
Research is done through a series of 20 one-on-one consumer interviews to ask detailed question aimed to find out when, where and how to reach out to their target audience.
Next is setting Goals and Objectives.
The goals and objectives set are not merely vague statements such as 'creating brand awareness' or 'increasing product sales'.
To put it in a one-line statement,
The goal of the campaign: build trial to increase sales and build awareness of Eclipse and equity in the brand. Eclipse has been on the market for five years and despite the availability of four recently introduced flavours, only 15% of tracking respondents claimed noticing anything different about Eclipse Gum. (Source: Wrigley)
(do read link to get a better idea)
However, the company should include clear numerical statistics or quota to reach in order to monitor the results and also to prove results to Eclipse at the end of the PR campaign. Ms. Tanya mentioned in her lecture that these statistical goals are often underestimated (on purpose) so that it is easier to account back to the clients.
Target publics is clearly defined in terms of age and group personality.
Mango focuses on an interactive campaign, getting 'up close and personal' with the target audience and potential consumers.
The implementation and evaluation will be further looked into in the later chapters.
IN LINE WITH THEORY
System theory
It is highlighted in the theory that an organization is a system made up of subsystem – manufacturing, marketing, finance, human resources, and public relations, hence an interconnected space.
In the case study, Mango understands and implements the concept behind this theory by working in hand with advertising agency DDB and media buying company OMD (boundary spanning and requisite variety). The campaign also operates in an open system where audience feedback is greatly valued (cybernetics).
Communication theory
1. Persuasion
'Attitudinal change before behavior change' I believe that the previous statement is arguable as behavior change can take place first. E.g. a person might buy an Eclipse Gum due to having seen its advertisement but his attitude towards the brand only changes after having tasted it.
Mango uses the persuasion theory or seeking to change attitudes of consumers by creating a good brand image in hope for a change of behavior.
2. Source credibility
The company did not use celebrities. Instead, by engaging in an experiential campaign, the word of mouth effect is used, and hence there is source credibility (word spread through people that they know).
3. Emotional appeals
Not significantly used.
Not significantly used.
4. Coorientation Theory
This theory recognizes the need to have differing perspectives and hence reaching an agreement. It is the by-product of implementing system theory discussed above.
This theory recognizes the need to have differing perspectives and hence reaching an agreement. It is the by-product of implementing system theory discussed above.
5. Agenda setting
Mango can be seen using this theory in their approach to build talk value around the brand through inthemix and adhoc sponsorships. (Check out 'implementation')
Mango can be seen using this theory in their approach to build talk value around the brand through inthemix and adhoc sponsorships. (Check out 'implementation')
6. Framing
The approach taken in the campaign is how Mango intends to brand Eclipse.
The approach taken in the campaign is how Mango intends to brand Eclipse.
“I have to have eclipse gum when I need fresh breath”
“I should get this when I know I’ll be very near someone in an intimate situation”.
The above is what the company wants consumers to feel about Eclipse and hence the campaign is framed in an excitable and interactive way.
Two interesting videos to end off, ENJOY!
Two interesting videos to end off, ENJOY!
Eclipse Gum Commercial
Eclipse partnering with Twilight Saga
I think that you have nicely applied the theoretical PR strategy that we have covered in class to a real-life example which was your case study. I must say, the partnership of Eclipse mints to the Twilight Saga's Eclipse was a really clever and out-of-the-box idea.
ReplyDeleteBy associating the mints with the ever popular Twilight saga, Eclipse mints stand to gain in term of branding and publicity. But what do you think the FILM Eclipse stand to gain from this partnership?
They may have received publicity, but i doubt it since by comparing popularity, twilight would have beaten eclipse hands-down. But we can't be sure that is not the case behind this collaboration, a win-win situation for both parties. Another possibility is that money is paid for the copyright of the film's pictures.
ReplyDelete