Fall+2008+Section+07-PS+Week+8

=Class Discussion For Week 8=

=Marketing NYC Case Discussion=  When NYC began to consider marketing their city they first had to address the age old problem of governments. How can we perform this non essential service/task without costing the tax payers any additional money? They chose to design their strategy by developing partnerships. In exchange for advertisement by the company, they would offer contracts to those companies for their products. One such example is Snapple, locating the product in school vending machines. This allowed NYC to identify products that they would be associated with, and at the same time gain advertising time and space to reach potential visitors. 

=American Legacy: Beyond the Truth Campaign Case Discussion=

Here is some interesting information from the Truth Campaign: Top 10 Facts
 * [[image:http://www.thetruth.com/images/facts/icon_heart.gif width="17" height="15" link="javascript:void(0);"]] || [[image:http://www.thetruth.com/images/general/spacer.gif width="1" height="1"]] || In the U.S., about 50,000 people die each year from secondhand smoke-related diseases. ||
 * [[image:http://www.thetruth.com/images/facts/icon_heart.gif width="17" height="15" link="javascript:void(0);"]] || [[image:http://www.thetruth.com/images/general/spacer.gif width="1" height="1"]] || Sodium hydroxide is a caustic compound found in hair removal products. It’s also found in cigarettes. ||
 * [[image:http://www.thetruth.com/images/facts/icon_heart.gif width="17" height="15" link="javascript:void(0);"]] || [[image:http://www.thetruth.com/images/general/spacer.gif width="1" height="1"]] || Tobacco companies’ products kill 36,000 people every month. That’s more lives thrown away than there are public garbage cans in NYC. ||
 * [[image:http://www.thetruth.com/images/facts/icon_heart.gif width="17" height="15" link="javascript:void(0);"]] || [[image:http://www.thetruth.com/images/general/spacer.gif width="1" height="1"]] || Human sweat contains urea and ammonia. So do cigarettes. ||
 * [[image:http://www.thetruth.com/images/facts/icon_heart.gif width="17" height="15" link="javascript:void(0);"]] || [[image:http://www.thetruth.com/images/general/spacer.gif width="1" height="1"]] || In 1988, one tobacco company brainstormed the idea of a colored cigarette to " enhance wardrobe. " ||
 * [[image:http://www.thetruth.com/images/facts/icon_heart.gif width="17" height="15" link="javascript:void(0);"]] || [[image:http://www.thetruth.com/images/general/spacer.gif width="1" height="1"]] || One tobacco company supplied their product to be used in the G-rated film, The Muppet Movie. ||
 * [[image:http://www.thetruth.com/images/facts/icon_heart.gif width="17" height="15" link="javascript:void(0);"]] || [[image:http://www.thetruth.com/images/general/spacer.gif width="1" height="1"]] || Around the 1980s, tobacco companies labeled African Americans - less educated, prefer malt liquor, have problems with their own self-esteem. ||
 * [[image:http://www.thetruth.com/images/facts/icon_heart.gif width="17" height="15" link="javascript:void(0);"]] || [[image:http://www.thetruth.com/images/general/spacer.gif width="1" height="1"]] || In 1996, the tobacco industry said that drinking one to two glasses of whole milk a day was riskier than second-hand smoke. ||
 * [[image:http://www.thetruth.com/images/facts/icon_heart.gif width="17" height="15" link="javascript:void(0);"]] || [[image:http://www.thetruth.com/images/general/spacer.gif width="1" height="1"]] || In 1997, a tobacco CEO said that if it was proven to his satisfaction that cigarettes cause cancer, he’d probably shut (the company) down immediately to get a better hold on things. Their website now admits that cigarettes cause cancer, but they’re still open for business. ||
 * [[image:http://www.thetruth.com/images/facts/icon_heart.gif width="17" height="15" link="javascript:void(0);"]] || [[image:http://www.thetruth.com/images/general/spacer.gif width="1" height="1"]] || In 1971, when one tobacco executive was reminded that smoking can lead to underweight babies, he said, " some women would prefer smaller babies. " ||
 * [[image:http://www.thetruth.com/images/facts/icon_heart.gif width="17" height="15" link="javascript:void(0);"]] || [[image:http://www.thetruth.com/images/general/spacer.gif width="1" height="1"]] || In 1971, when one tobacco executive was reminded that smoking can lead to underweight babies, he said, " some women would prefer smaller babies. " ||

=Group 1= Understandably, the 5-Marketeers completed thorough analysis and discussion on the "Truth" Campaign, and the resulting impacts. From the perspective of our team, it is important that the Truth campaign accurately and effectively determines the target audience in a "Who, What, Where, How" fashion. As such, it is felt that campaign resources will be better utilized in fulfilling Truth Campaign objectives. == =Group 2= Group 2 decided that the Truth Campaign should focus on lobbying the government for funds. The $300M from the tobacco companies was set to expire in 1 year, and would be reduced to $35/year for the following 5 years, after which it will go away completely. Government assistance will provide a short term bridge while the Truth campaign solicits donations from the public. Further, we would lobby celebrities to appear on our behalf to promote the anti-smoking agenda. We believe that our "bread and butter" is in the tobacco prevention, and that we should concentrate on preventing those who do not smoke, from beginning. Especially given the sudden reduction in funds, it is not feasible to add more anti-smoking ads to an already diminishing budget. We would go on and say that we would attack this from two angles: TV and the Internet. More young people are already very comfortable with the Internet so having a quality webpage would be very essential. We could also have two different webpages targeted at the two main sectors: prevention and quitting. With the quitting website we can even see using Google Ads to get revenue and point them in the direction of getting their addiction taken care of (patch, gum, etc.). In addition by capitalizing on capturing the right spokes people we could tailor our messages to the public. As brought forth by class members picking the right people to represent our mission would be a challenge. To minimize this we looked to the sports industry as they would have a less likelyhood to smoke. The move to gain grants and the play to the hearts of our famous speakers to volenteer their time we could realistically extent the time in which these ads and smoking sensations could be provided to the public. =Group 3= Our group decided to recommend that the Truth Campaign keep doing what they are doing, focus on prevention. We felt that putting the money towards prevention adds more value, and will have a much larger impact then changing the focus to kids/people that already smoke. We also recognize and recommend that Truth made need to develop a new marketing campaign. Although the "shock" commercials are memorable and impactful, Truth made need a change to keep people watching, listening, and remembering the TRUTH. =Group 4=

I missed the discussion, so I will have to take a guess at this one. 70% want to quit + unborn babies shouldn't smoke = good news for Trident. Am I in the ballpark?

=Public Sector Marketing= [|What is Social Marketing? by Nedra Kline Weinreich] The Four "P"s
 * Product** = people must first perceive that they have a genuine problem, and that the product offering is a good solution for that problem
 * Price** = refers to what the consumer must do in order to obtain the social marketing product
 * Place** = describes the way that the product reaches the consumer
 * Promotion** = consists of the integrated use of advertising, public relations, promotions, media advocacy, personal selling and entertainment vehicles

Additional "P's for Social Marketing
 * Publics** = refers to both the external (target audience, secondary audiences, policymakers, and gatekeepers) and internal (involved in some way with either approval or implementation of the program) groups
 * Partnerships** = team up with other organizations with similar goals to yours--not necessarily the same goals--and identify ways you can work together
 * Policy** = often, policy change is needed, and media advocacy programs can be an effective complement to a social marketing program
 * Purse strings** = operate through funds provided by sources such as foundations, governmental grants or donations

It is interesting to note, that in addition to the social marketing aspect, that certain established institutes (ie: the media) can provide significant free advertising. The follow article highlights an interesting study that was just released based on the media coverage of the presidential campaign. http://journalism.org/node/13436

An interesting article from Wharton discussing a handful of different implementations social marketing and their successes or lack of. http://knowledge.wharton.upenn.edu/article.cfm?articleid=1864

We discussed and viewed print ads for social marketing in class, but there is an interesting trend of corporate ads that tie social action or change along with their brand name. We briefly debated whether this new type of ad was only to increase brand name recognition and provide a false impression of support for social improvement, or if the power of brand name marketing could have more effective persuation over people to change their normal habits. In addition to the examples mentioned in class (such as Kaiser's Thrive campaign), here is another example from Starbucks: http://www.youtube.com/watch?v=dXB13hVL2Y8.

The Social Marketing Institute offers information on Social Marketing, and includes "success stories." The Truth Campaign is listed, as well as some other campaigns that are interesting..."Click It ot Ticket It"..."Stop AIDS"....and others. [|http://www.social-marketing.org]

An interesting example of the distribution of a public sector messages (from Springwise) - At the Philippines' Prime University Ateneo De Manila, Matthew Cua is project manager of [|Celadon], the university's official Chinese-Filipino organization. Charged with the task of planning the group's Mid-Autumn Gratia faculty appreciation day celebration for this fall, Cua says he was inspired by our free love coverage to incorporate free photocopying for students into the event. Scouting around for sponsorship, Cua found a receptive audience in Dr. Diana Cua-Balcells, a local breast cancer surgeon and alumna of the university, who picked up on the idea as a way to promote breast cancer awareness on behalf of nonprofit organizations including Bosom Buddies, I Can Serve, Pink for Life, Carewell Community and the Cuabang Foundation. Accordingly, among the festival's many offerings was a free photocopying kiosk that aimed both to promote breast cancer causes and to help support Celadon. Equipped with just a single photocopier, the outdoor stand in the middle of campus produced 8,200 free photocopies over the course of the five-day festival, serving some 500 students plus a number of faculty who made copies for their entire classes. Celadon even took the free copies idea one better by designing the paper used to serve as notepaper on the reverse side, allowing it to do double-duty in class or be reused afterwords. Celadon made minimal profit on the event, Cua says—aiming mainly to cover its costs—but the group is planning a similar effort for November, this time with commercial sponsorship, that it expects will be more lucrative. And because "moist paper doesn't work in a photocopying machine," Cua also notes that better precautions will be taken next time to keep the paper dry in Manila's humid open-air environment, using heaters and special packaging. More projects are planned for Chinese New Year as well. Is there any mountain [|free love] can't climb? We think not. :-) Be inspired! Website: [[[|http://www.freelovephilippines.comDestination] Marketing|www.freelovephilippines.com]] NOTE: Above graph was sourced from GSMPR604 Week8 Lecture materials With respect to Destination Marketing, we discussed the basic "type" of groups (Venurer, Near-Venturere, Mid-Centric, Near-Dependable, Dependable) and how/when/where these people become interested in destinations. Furthermore we developed a more "insightful" understanding into what it means to be a Venturer through watching a quick summary of the adventures of Tim Harvey (please view below links) http://www.vancouvertovancouver.com/ http://www.ecospace.cc/travel/human-powered-trip-1107.htm
 * Destination Marketing **