REC 2040: Marketing
Week 5 October 3, 2011
Getting the Message Out
Chapters 8 & 9
Plan for Today
Flash Mob Feedback:
1.
i.
What worked?
ii.
What issues / problems arose?
Assignment Review:
2
i.
Flash Mob Project (15%)
ii.
Blogs (25%) & e-Portfolio (10%) – Together worth 35% of your grade
iii.
Group Research Project – Presentation (15%) & written report (10%) – Together 25% of grade
iv.
Group Marketing Project – 25%
3.
What is Marketing? How do we get the message out?
4.
Class activity:
i.
Media Research
ii.
Preparing media / press releases
Reminder: We have two guest speakers in REC 2030: Administration this afternoon.
Press & Thanks!
“Thanks Angela. Story on CTV was good last night and the
Waterloo Chronicle wants me to send them a photo. They had
some sort of emergency and couldn’t make it out. Nice
comment on our Facebook page as well. You and your class
did a fantastic job. Ruth”
Grocery Store Flash Mob Kicks off Food Drive. The Record
October 4, 2011
http://www.therecord.com/news/local/article/603711--grocery-store-flash-mob-kicks-off-food-drive
Waterloo Food Bank – Facebook Page
http://www.facebook.com/pages/The-Food-Bank-of-Waterloo-Region/10150145973860618
Flash Mob Project
Feedback?
What worked?
What would you change if you did it again?
What next:

Media Releases

Final Report & Evaluation

How-To-Plan a Flash Mob Guide
Flash Mob Project
This was a unique learning opportunity that allowed us to actually plan and
implement a real event with real life implications.
As a class assignment this is worth 15% of your grade in REC 2040:
Marketing and 15% of your grade in REC 2030: Administration.
The success of the actual event is contingent on everyone playing a part and
ensuring that all aspects of the project have been completed in a timely and
professional manner.
Everyone will receive a base grade of _____% + a peer-reviewed
component of _____%.
Each of you will submit a typed (or emailed) statement discussing your
contribution and the grade (out of 5) you feel you deserve, together with the
grades and any necessary justification for the remaining members of your
group. If you feel that an individual in the class, that was not necessarily
part of your group needs to be recognized for their extra contribution you
can indicate this as well.
Blogs
If you have not submitted your url’s to me please do this by the
end of the week.
Blogs:

You should be writing the equivalent of 1 – 2 posts per week.

Each post should be 2 – 3 paragraphs in length

You can discuss any marketing related issue you like, but try to at
least tie some of your posts to recreation and / or leisure

Use hyperlinks to connect to other sources on the web and tags /
labels or keywords
http://brayhamcontemporaryart.blogspot.com/
e-Portfolio
E-Portfolio
You should include:


A brief bio or introduction page

A page indicating your goals and expectations ( Beginning, mid-term & conclusive)

A page listing accomplishments & struggles (Inspired Insights, Magnificent Failures,
Unanticipated connections)

A page with your resume

A page with reports / descriptions of field placement experiences

A page with links to, or actual examples of work / projects that your are proud of

Examples:
http://eport.uwaterloo.ca/html/stitch.php?s=62073570640826&id=63847890648849
http://eport.uwaterloo.ca/html/stitch.php?s=60038716588205&id=12294562917477
http://maggiese-portfolio.weebly.com/
http://joelbrooks.weebly.com/index.html
Grading Rubric for Blogs & e-Portfolio

Organization:





Writing Quality:





Development of personal style – this is not a school or professional paper make it
interesting
Written in first person
Content Elements:


Good grammar and spelling
Shows independent thought and critical thinking
Well written, easy to read
Style:


Well laid out
Readers can find what they are looking for
Use of labels, tags, keywords
Use of hyperlinks
Each blog post has some content – is about something
Reflection:

In-depth, thoughtful reflection
Chapter 8 - Advertising
Advertising is a means of communicating to customers about how your
product or service helps to satisfy their needs.
The primary goal is to provide:

Information

Reinforcement

Assurance
Advertising:

Maintains interest in your product or service

Promotes new uses or features

Creates company personality

Encourages loyalty
Chapter 8 - Advertising
Designing Effective Advertising Campaigns
Target Market
I.
I.
People only notice ads that meet their needs or interest
II.
Need to match product with customer needs
III.
Identify your target market
IV.
Collect & understand demographic information about your target market
I.
Location
II.
Income
III.
Type of dwelling
IV.
Education
V.
Occupation
VI.
Age
VII.
Shopping habits
VIII.
Interests
IX.
Media they watch / listen
Chapter 8 - Advertising
Designing Effective Advertising Campaigns
Market Research
II.
Who, What, When, Where, Why for target market
i.
i.
What is important to your customers?
ii.
Who, What, When, Where, Why for competition
iii.
How does your product or service differ
Advertising Objectives
III.
i.
Need to be clearly defined
ii.
Fall into three main categories
i.
Information – describes features and benefits
ii.
Persuasion – advantages
iii.
Reminder – of product and benefits
Chapter 8 - Advertising
Designing Effective Advertising Campaigns
Message Development
IV.
i.
Focus on one theme or message
ii.
Know exactly what you are saying and say it!
iii.
Think about your customers
Message Potency
V.
Desirability
i.
i.
Appeal to self-interests and needs (health, security, prosperity, approval, attraction, comfort, etc.)
Exclusivity
ii.
i.
Be distinct , attract attention, and be recognizable
ii.
Must be consistent with image and market position
iii.
Differentiate you from competition
Believability
iii.
i.
Claim must be believable
ii.
Credibility is one of the most difficult things to achieve
iii.
Individuals trust others in their social networks
iv.
Credibility based on past performance, quality, image, reputation, alliances, social responsibility
Chapter 9 – Public Relations
Public relations is a useful low-cost means to
enhance image and credibility and to communicate
your organizations’ story.

Most effective when it is proactive.

Can be used effectively to change or enhance
public perception
Chapter 9 – Public Relations
Publicity is the art of getting the media to carry a news story
about you without you having to pay for advertising.

Refers back to the “Message Potency” in advertising and
assists with the believability of your product or service.

Message needs to be consistent.
Chapter 9 – Public Relations
To convince the media to cover your story you need to develop a
media kit.
A media kit typically contains:

A cover letter

A news / media release

A fact sheet

A sample product (or photo)
Chapter 9 – Public Relations
Steps to writing a media release:
I.
First paragraph – who, what, where, when, why and how
II.
Deal with facts, not opinions
III.
Clearly state contact info – contact name, name of organization,
phone, email, website
IV.
Use short, punchy sentences with action verbs
V.
Do not carry sentences or paragraphs over to next page
VI.
Leave lots of white space – double-space with wide margins
VII.
Don’t go beyond two pages
VIII.
At the end of the release type “—30—” or “—END—” or “--###-”
Chapter 9 – Public Relations
To keep in mind when writing a media release:

Should be short and too the point

First paragraph should summarize the whole story

Should be truthful, accurate, clear, and interesting to read
When writing your release think about the following:

Is your story unusual?

Is it topical and newsworthy?

Will it interest a large number of people?

Is it interesting or important to their readers / listeners / viewers
Chapter 9 – Public Relations
Before sending out a media release you need to create a media contact list!

Time consuming, tedious and quickly out-dated by vitally important
I.
Develop list of all media outlets you think may be interested in your
service, event, or organization
II.
Develop list of community leaders who may be interested or should know
about your service, event or organization
III. Find the appropriate contact person within each of these organizations
IV.
I.
Internet research
II.
Going through the paper looking for reporters who cover similar stories,
events or local news
III.
Reading society pages of local papers, magazines
Develop database listing each contact with names, titles, phone, email,
facebook, twitter, etc.
Press Release Format
There is a standard format for creating press or media releases:
FOR IMMEDIATE RELEASE (or Hold for release until …)
Headline: (should catch attention and describe the story)
Kitchener, ON September 27, 2011 - Body: This is where the actual story goes. This
should be more than one paragraph, however, each paragraph should be no more
than 2 – 3 sentences. Write the text so that the news source can take passages or
quote directly.
If the release is longer than one page write “-MORE-” at the bottom of the page
Company / Organization Info: background info
Contact Info: Contact person, company, phone, email, mailing address
“###” at bottom of page indicates the end of the release
Publicity in the age of Facebook

Public relations & marketing is changing rapidly.

Need to learn how to incorporate an effective social
media strategy into publicity and advertising strategies.







Manage Facebook effectively – personal, organization and
event pages
Twitter
Google +
LinkedIn
Tumblr
Blogs
Newsfeeds, listservs, etc.
Class Activity
Using our knowledge of advertising & publicity you
are going to promote your involvement in helping to
kick off the 2011 Fall Food Drive for The Waterloo
Region Food Bank.
 What story do you want to tell?
 How do you want to tell it?
 Who do you want to tell it to?
 Why do you want to tell it?
 Where do you want to tell it?
October 6th VOTE
http://www.youtube.com/MercerReport#p/search/0/OYgwUQTSC3I
The Food Bank of Waterloo Region
Mission:
Through community partnerships we obtain and
distribute emergency food from our neighbours
to our neighbours.
Vision:
To channel our community’s energy so no one
goes hungry.
The Food Bank of Waterloo Region

Nourish Hope

So No One Goes Hungry

Nourishing

Strengthening

Sharing

Delivering Hope – Through Community Energy

Sharing with my community. Every day.

Neighbours Helping Neighbours

Engaging Support

Continuing to Feed