2. The consistent message from Kellogg’s is about encouraging children to
eat breakfast and to fund breakfast clubs in schools so that the
opportunity is there. In managing the message most events revolve
around communicating openly and honestly so by suggesting about the
UK government, schools and the rest of the public there is a hint of a
direct message and a consistency mentioning the UK Government more
than once. Reinforcing a message is also part of managing the message –
“the importance of breakfast clubs to schools” by combining the
importance of education and the cereal that is popular the message is
clear and translated from parents and teachers to children and thus is
delivered by helping breakfast clubs in the process.
One of the ways to gain positive
publicity is by interacting with the
public. Kellogg’s have devised a
table into sectors as to who the
target audience is and where they
should be in terms of their strategy. I
chose this as an example because it
includes national media and the
wider public intertwined with the
schools the brand is supporting. The
media’s help will create the ore of
positive publicity due to the
fundraising of the schools and the
importance of the children looking
happy will benefit the cause. As
well as relying on the media to get
the publication the public need to
be involved to firstly spread the
word and then gaining more
attraction. The policy of the positive
publicity is to try and find the
positive in a story – finding the
positive in the brand of giving back
to schools automatically boosts the
campaign for media allowance in
different ways; healthy eating,
education and the government. If
the government are onside the
campaign that creates positivity too
and then the media follows because
the government are publically
backing it.
3. The positive spin of having the public help generate funding for their
breakfast club idea is that more consumers could come of this including
parents of the children going to breakfast clubs. With the public there isn’t
a reason to put a negative spin on the idea of the initiative, with the
public’s backing there could be potential for media excitement and thus
Kellogg’s could say that because of the public and subtle promotion, the
positive spin for them is potentially having a new generation of consumers.
Organising events is usually associated with charity parties held by celebrities, in this case the format of an event
was through media or written communication. MP’s came together and Britain’s breakfast show Daybreak held
the launch. The face to face event with ‘mummy bloggers’ obviously brought parents together who could share
information about different schools and their breakfast clubs and could enhance the campaign for Kellogg’s by
more funding and if that continues it could possibly lead to more positive publicity and the subtle promotion
comes into this. By the events, Kellogg’s are showing what good they can do hence the breakfast clubs whilst
actually showing off the brand there and then to numerous amounts of people daily and weekly all while the
breakfast club campaign is ongoing.
A devised plan is different to a strategy as the
strategy looks at how to advertise and with
what methods. Through the case study this is as
close to as a strategy there is, it outlines what
objectives need to be met before progressing.
The arrows help guide the order, with a sub
heading of ‘specific targets’ which indicates that
there is going to be a specific demographic to
focus on. The message is also ahead of the
audience, this shows that an initial message is
sent before targeting that audience, as this is a
general plan it would look a little different as
the audience was already known. The
evaluation of the strategy would be to analyse
how well the message was delivered and how
the audience has taken to this campaign or
similar ones.
4. In this case study Kellogg’s have lobbied heavily
focusing on their breakfast club strategy. The
local MP’s have been informed to help the area
they are assigned to, to support the cause, one of
the jobs for an MP is to make the local area
better and safer, in this includes supporting
children’s wellbeing. Kellogg’s sent numerous
letters to MP’s so the reasoning behind this was
to effectively communicate with the government,
it was successful in terms that Kellogg’s
employees were able to attend the schools they
had helped with their local MP to show off the
work they had done and without noticing that
the lobbying that was intended has induced even
more brand promotion. With the help of the
government and the technique of lobbying this
could lead on to numerous things including more
media attention, consumers and the government
participating in more causes like this in the
future. From a face to face event looking at the
case study – MP’s were asked to award funding
cheques to the schools and in the unlikely
circumstance, the local MP would go on to tell;
family, friends and other members of parliament
which is all part of the plan – the government are
part of the scheme and Kellogg’s have heavily
promoted their brand whilst doing good. The
whole breakfast club funding has had a knock on
effect on promotion, managing a message and
hopefully continuing to keep the brand running.
Visits from local MP’s to schools encouraged
children in their own way to consider the cereal for
breakfast if they see a significant other or a grown
up encouraging them that usually works. The
encouragement from the school is also a knock on
effect as children will tell parents and nine times out
of ten local MP visits end up in local newspapers and
something small such as a cereal will build up in a
chain of not just getting children to eat breakfast but
their parents too much like copycat.
In the case study it clearly explains that the demographic is children, with
this statement it is a mixture of market research and analysis with the
deeper research coming with ‘1 in 7 children…’ The market analysis is in
there not to shock people but to raise awareness. The research had also
been commissioned with teachers that stated that breakfast clubs positively
impacted children’s behaviour, upon that Kellogg’s decided to create the
chance for more breakfast clubs to be opened. The analysis and research of
the government appears throughout which is understood to be of some
importance of getting the funding and the initial market research.
5. The external resources clash with brand promotion and
advertising. Kellogg’s have their own TV advert and used the
breakfast show Daybreak to advertise and promote their
breakfast club campaign. The media was an influence to
generate excitement around the brand and it’s plans. As
talked about earlier, behind the goodness of helping schools
with these breakfast clubs it is also subtle brand promotion as
the children will remember the logo and want it again
engaging in the knock on effect. The public’s contribution to
buying Kellogg’s products also went towards the funding and
this was done by the use of a new TV advertisement, the
public is a generalized term but involves parents too through
creating a formal message delivery and promoting sensibly so
that there is no chance of rumors or conveying inaccurate
information.
Kellogg’s could have experienced some damage
limitation as it was suggested that this was just a scheme
of marketing brands whereas the company has been
supporting breakfast clubs for over 14 years. There could
have also been some pressure without government
funding and accurate media attention meaning the
campaign would have been overlooked. With Kellogg’s at
the forefront of supporting breakfast clubs there could
have been a confusion of messages between other food
companies that do the same. Most companies will have a
Corporate Responsibility programme that involves the
wider community so for this to be said it ensures the
consumers that 100% of the money goes to the breakfast
club in support.
