The document provides notes from a presentation on current marketing trends and nonviolent protests. Some key trends discussed include the response to true crime stories and icons globally, the changing rhetoric of activism and protests, and PR firms doing pro bono work for Occupy Wall Street movements. Specific protests mentioned include the Tar Sands Action and Keystone Pipeline protests. Comparisons are made between current protests and historical protest movements led by Abbie Hoffman in the 1960s. The document concludes by reminding students of the learning objectives for the course which are to apply strategic marketing methods through a sustainable lens.

1. NOTES FROM THE FIELD:
Managerial Marketing - Residency 3!
Current trends include:
Clutter: Global response to true crime and icons
Continuing: Nancy Van Leuven, Ph.D.
The changing rhetoric of activism and protests October 2011
Managerial Marketing

2. Overview of today’s presentation

3. Some media/marketing trends
• Former fB President Sean Parker:
-- Facebook power users have gone to Twitter or Google+
-- (fB doesn’t give enough ways to manage info glut)
• PR as “Blood Sport”
-- PR firms are doing pro bono work for #OWS and more
--- Messaging of political debates and protests may splinter

4. Worth noting: Global response to true crime
.

5. World tributes following Steve Jobs’ passing . . .
• fB viral posting of 2005 Stanford commencement address
• (Like MJ) Twitter crashed; 24-hours later, still trending:
#Steve Jobs, #iSad; #ThinkDifferent, #ThankYouSteve
• (Pre-planned day of Jobs-wear)
October 14: Steve Jobs Day

6. Penney’s statement after over 1,600 signed
protest letter on change.org:

7. Follow-up: Nonviolent Protests, 2011
#OccupyWallStreet #TarSandsAction

8. Tar Sands Action or Keystone Pipeline?
• From Sierra Club: Join us at the largest Tar Sands Protest in history!
“We need to send President Obama a message he can’t ignore about tar
sands. On November 6th, the Sierra Club is gathering with allies from
around country to encircle the White House and rally against tar sands.”
WHO: People who want to save the planet from destruction of Big Oil’s
tar sands plans.
WHAT: Public protests to demonstrate to President Obama that tar
sands will not be tolerated
WHEN: Sunday, November 6th
WHERE: The White House, 1600 Pennsylvania Ave, Washington, D.C.

9. Competing messages or in synch with #OWS?
Facebook presence/actions Keystone Pipeline
• Largest Tar Sands Action FB
group passed 20,000 fans on
Tuesday
• New 10-minute video explains
it all (Stop the Pipeline: The
Rise Against Keystone XL)
• News about NYC solidarity
protest at Obama’s office, new
Robert Redford video, updated
pumpkin carving templates

10. #OWS, going global, building on historical movements
One-month anniversary night in NYC, Oct. 17:
“We shall overcome “ is now “We shall not be moved”
Academic study: “Mainstream Support for a Mainstream Movement:
The 99% Movement Comes From and Looks Like the 99%”
2135 communities --Now expanded from New York to: Austin, Atlanta, Baltimore,
Boston, Casper, Chicago, Cleveland, Cincinnati, Hartford, Indianapolis, Juneau, Las
Vegas, Los Angeles, Minneapolis, New Orleans, Oakland, Orlando, Philadelphia,
Phoenix, Portland (Maine), Redding, San Francisco, Seattle, Tucson, Washington D.C.,
Wichita, Worcester
Marchs, possible extended meet-ups and occupations in: Boise, Dallas, Dayton,
Houston, Jersey City, Portland, Sacramento, Salt Lake City, Tampa, more.

11. Comparisons in media to Abbie Hoffman
Yuppie on Wall Street 8/24/67,
mastered media in Steal this Book:
Make every opp dramatic.
Use visuals, musical effects.
Don’t stiffen up.
Make it brief and action-packed.
Express emotions.
Remember: You are advertising a
new way of life to people.
At the same time you’re mocking the
shit they’re pushing, steal their
techniques.

12. COURSE LEARNING OBJECTIVES
REMINDER: Here’s • Apply methods learned in the
how this course is course to create a strategic
integrated into the marketing plan for an existing
Presidio MBA Program. organization
• Publish public blog posts of an
It supports the three organization’s marketing and/or
program outcomes of: brand strategy through
evaluation and examination of a
green, social, or cause marketing
1) business foundations, program
2) sustainable leadership • Analyze, critique, recommend
3) sustainable systems. and apply strategic marketing
methods in the context of
environmental, social, and
economic sustainability.
• Team based EL project enables
students to integrate leadership
competencies.

13. EL Marketing Plan Deliverables
1. EL
Letter,
Concept
Statement
9/7
4. PLAN
Complete 2. Situational
(and ex. Analysis
Draft summary) 9/20
11/15 12/13
3.
Marketing
&
Branding
Strategies
10/18
Reminder of learning outcomes:
Business foundations, sustainable leadership, sustainable systems

14. Next Deliverable: Draft of Final Plan (including
revisions) and executive summary
(5,000 word maximum, not counting executive summary)
1. Executive Summary (to upload to the EL Moodle site)
2. Situation Analysis
3. Brand Strategy
4. Marketing Strategy
5. Strategic Alliance Strategy
6. Marketing Research
7. Financials
8. Controls and Metrics
9. References
10. Appendix
P. S. A word about feedback and grading timelines for teaching team . . .

15. 1. Executive
Summary
Separate, extracted
summary is first-look at 2. Situation Analysis
your strength and
credibility
3. Brand Strategy
Insert at beginning of
plan, before situation
analysis 4. Marketing Strategy
Upload final version to
EL Moodle site by
December 13.

16. 5. Strategic Alliance (Collaborators) Strategy
• Define objectives / goals of collaboration / alliance strategy
• List organizations, individuals, etc. important to success of the
plan and how they will be engaged
• Provide a visual map of alliances and how the system benefits
your plan, where appropriate
Pages 54-55 of Kotler & Keller:
Types of alliances include product or service, promotional,
logistics, and pricing

17. 6. Marketing Research
• List activities necessary to support development, implementation, and
evaluation of the marketing strategy
In Kotler and Keller, process is described in detail on pages 90-105
Example from page 61 about fictional sports company:
Pegasus is located in the center of the skating world, Venice, California. It
will be able to leverage this opportune location by working with many of the
different skates that live in the area. Pegasus was able to test all of its
products not only with principals, who are accomplished skaters, but also
with many other dedicated and “newbie” users located in Venice. The
extensive product testing by a wide variety of users provided Pegasus with
valuable product feedback and has led to several design improvements.

18. 7. Financials
Marketing budget:
See Kotler and Keller pages 85-86, 113, 484-485 ,
499-500, 572-573; plus example on page 62
8. Controls and Metrics
Plan to assess and measure results
Use Elluminate session and presentation posted on the
course page to help determine metrics for your plan
See Kotler and Lee page 62 for example of “Controls”

19. 9. References
• ALWAYS use APA, including dates of web retrieval
• Kotler and other strong marketing resources
9. Appendix
• List of tables
• List of charts
• List of graphs (reminder for reader ease)
• Additional research, notes, data

20. Final thoughts (based on past client feedback):
• Omit PGS team name
• Traditional format helps going up business chain/outside readers
• LABEL graphs and figures (and summarize for readers)
• TOC helps organize sections plus graphics and appendices

21. CHANGE to course page:
Scheduled Elluminate Live! Session on Pulling it All Together
(November 3)
Replaced with OPTIONAL team calls with NVL during November
(Pre-scheduled, with agenda before meeting!)

22. 9:00-10:15 Notes from the Field, Marketing plan overview
10:10-10:30 Break
10:30-12:30 AASHE conference recap/CSR cases
22-minute meeting exercises
Team time!
12:30-1:30 LUNCH
1:30-2:00 Ignite prep for next res (sample, rubrics)
2:00-3:00 Quickfire Speakers: People Powered Savings
3:00-3:20 Break
3:20-5:00 Quickfire Challenge assignments, team time!