This document contains a case study analysis of Christian Aid Week. It includes sections that evaluate Christian Aid's objectives, describe and appraise the platforms and messages used, analyze the available media, discuss strengths and weaknesses, and areas for improvement. The objectives were not SMART, there was a lack of marketing research, and opportunities for more digital activities and public relations. Overall, the analysis found that while the unified message and audience segmentation were strengths, more could be done with research, objectives, and digital strategies.
This is pdf version of presentation made to New York School Public Relations Association. It is based on "The Public Relations Practitioner's Playbook" and "The ABCs of Strategic Communication" published by AuthorHouse.
The company was started in 1913 by Mario Prada and his brother Martino as a leathergoods shop - Fratelli Prada (English: Prada Brothers) - in Milan, Italy.[1][2] Initially, the shop sold leather goods and imported English steamer trunks and handbags.
Mario Prada did not believe that women should have a role in business, and so he prevented female family members from entering into his company. Ironically, Mario's son harbored no interest in the business, so it was his daughter Luisa Prada who took the helm of Prada as his successor, and ran it for almost twenty years. Her own daughter, Miuccia Prada, joined the company in 1970, eventually taking over for her mother in 1978.
This presentation analyses the luxury industry through the Prada group case. Also, point out some new trends in this industry especially the importance of China new rich purchasing power in luxury industry.
Marketing luxury is a paradox. Luxury defies econometric models. Though the processes by which consumers acquire and consume luxury remain an enigma, luxury brand names and products are highly visible in the marketplace. This slide deck empirically explores the luxury sector, the status of international luxury brands, and how luxury is branded and sold to consumers.
This is pdf version of presentation made to New York School Public Relations Association. It is based on "The Public Relations Practitioner's Playbook" and "The ABCs of Strategic Communication" published by AuthorHouse.
The company was started in 1913 by Mario Prada and his brother Martino as a leathergoods shop - Fratelli Prada (English: Prada Brothers) - in Milan, Italy.[1][2] Initially, the shop sold leather goods and imported English steamer trunks and handbags.
Mario Prada did not believe that women should have a role in business, and so he prevented female family members from entering into his company. Ironically, Mario's son harbored no interest in the business, so it was his daughter Luisa Prada who took the helm of Prada as his successor, and ran it for almost twenty years. Her own daughter, Miuccia Prada, joined the company in 1970, eventually taking over for her mother in 1978.
This presentation analyses the luxury industry through the Prada group case. Also, point out some new trends in this industry especially the importance of China new rich purchasing power in luxury industry.
Marketing luxury is a paradox. Luxury defies econometric models. Though the processes by which consumers acquire and consume luxury remain an enigma, luxury brand names and products are highly visible in the marketplace. This slide deck empirically explores the luxury sector, the status of international luxury brands, and how luxury is branded and sold to consumers.
The "Coach Is In" is a series of webinars focused on practical strategies for revenue growth. Feeling stuck and need new ways to grow your business? The Coach Is In is just for you. Always on the first Friday of the month from 2-3pm CT and no cost to participate. We use the first 25 min to present and the remaining 35 minutes the Coach Is In to answer your questions. Visit http://www.what-matters.com/home/the-coach-is-in/ to sign up now. Limited spaces.
Principal & Owner, Kim Sherman, and social media director, Rebecca Markarian, present how to put the PUBLIC back in public relations and what the introduction of social media to communications means to creating effective campaigns that deliver results.
Ron j.is social media the new direct marketing - 3 march 2011 -- final.pptdmadetroit
During dmaDetroit's 15th Annual AIMS event, Ron Jacobs, President of Jacobs and Clevenger presented on: "Is Social Media the new Direct Marketing"
This is his presentation.
[En] How State of the Art Media Monitoring and Analysis Work As Part of Commu...Akio
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Large deck put together for full day workshop delivered on behalf of the AMA. Agenda as follows:
BREAKFAST
Introductions (9:00 – 9:15)
Self Assessment / Objective Sharing (9:15 – 9:45)
Social Media Maturity Model (9:45 – 10:30)
Selling Social Media (10:45 – 12:30)
LUNCH
Case Study: Crisis Management (1:00 – 2:00)
Case Study: Applied SMM (2:00 – 3:30)
Group Assessment / Applied Learning (3:45 – 4:45)
Wrap-up (4:45 – 5:00)
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Creating a communications strategy for 2012Bob Crawshaw
Slide package for a three hour master class on developing a communication strategy for 2013. Delivered to four leading not for profits in Canberra on 12 Dec 2012
B2B public relations 101 presentation, delivered to the Tooling & Manufacturing Association in Chicago. Describes what public relations is, why it matters, how to develop a public relations strategy, how to measure PR success. Stresses the importance of developing an integrated communication program in which public relations supports marketing and vice verssa
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What does my audience need to know?
What are the best content types to get those messages across?
What technology platforms make the most sense? Which social media tools do we us?
How did we do? Can we do better?
How are we caring for our brand across the Web and within the ecosystem of content in our organizations?
The "Coach Is In" is a series of webinars focused on practical strategies for revenue growth. Feeling stuck and need new ways to grow your business? The Coach Is In is just for you. Always on the first Friday of the month from 2-3pm CT and no cost to participate. We use the first 25 min to present and the remaining 35 minutes the Coach Is In to answer your questions. Visit http://www.what-matters.com/home/the-coach-is-in/ to sign up now. Limited spaces.
Principal & Owner, Kim Sherman, and social media director, Rebecca Markarian, present how to put the PUBLIC back in public relations and what the introduction of social media to communications means to creating effective campaigns that deliver results.
Ron j.is social media the new direct marketing - 3 march 2011 -- final.pptdmadetroit
During dmaDetroit's 15th Annual AIMS event, Ron Jacobs, President of Jacobs and Clevenger presented on: "Is Social Media the new Direct Marketing"
This is his presentation.
[En] How State of the Art Media Monitoring and Analysis Work As Part of Commu...Akio
European communication Summit - Spotter Conference - How State of the Art Media Monitoring and Analysis Work As Part of Communications and Reputation Management Strategy? - Brussels, 4 & 5 July 2012.
http://spotter.com/
Delivering on the Promise: Five Ways to Drive Brand Effectiveness with Social...NM Incite
Building successful brands hinges on applying social media insights at every stage of the brand lifecycle. This white paper outlines 5 ways to effectively employ social media to drive positive brand equity and ultimately refine your strategy to create deeper, emotional engagement with your consumers.
The Future of Social Media Monitoring - Concrete case studies and step by s...Marcus Tewksbury
Large deck put together for full day workshop delivered on behalf of the AMA. Agenda as follows:
BREAKFAST
Introductions (9:00 – 9:15)
Self Assessment / Objective Sharing (9:15 – 9:45)
Social Media Maturity Model (9:45 – 10:30)
Selling Social Media (10:45 – 12:30)
LUNCH
Case Study: Crisis Management (1:00 – 2:00)
Case Study: Applied SMM (2:00 – 3:30)
Group Assessment / Applied Learning (3:45 – 4:45)
Wrap-up (4:45 – 5:00)
DRINKS!
Creating a communications strategy for 2012Bob Crawshaw
Slide package for a three hour master class on developing a communication strategy for 2013. Delivered to four leading not for profits in Canberra on 12 Dec 2012
B2B public relations 101 presentation, delivered to the Tooling & Manufacturing Association in Chicago. Describes what public relations is, why it matters, how to develop a public relations strategy, how to measure PR success. Stresses the importance of developing an integrated communication program in which public relations supports marketing and vice verssa
Veteran Content Strategist Ahava Leibtag's (http://www.ahamedia.com) presentation really summed up Content Marketing by pointing out that it involves all types of content surrounding a topic - She reminds us to ask the following to create an effective content marketing strategy:
What does my audience need to know?
What are the best content types to get those messages across?
What technology platforms make the most sense? Which social media tools do we us?
How did we do? Can we do better?
How are we caring for our brand across the Web and within the ecosystem of content in our organizations?
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Enterprise Excellence is a holistic approach that's aimed at achieving world-class performance across all aspects of the organization.
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A way to engage all in creating Inclusive Excellence. Lessons from the US military and their parallels to the story of Harry Potter. How belt systems and CI teams can destroy inclusive practices. How leadership language invites people to the party. There are three things leaders can do to engage everyone every day: maximizing psychological safety to create environments where folks learn, contribute, and challenge the status quo.
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Marvin neemt je in deze presentatie mee in de voordelen van non-endemic advertising op retail media netwerken. Hij brengt ook de uitdagingen in beeld die de markt op dit moment heeft op het gebied van retail media voor niet-leveranciers.
Retail media wordt gezien als het nieuwe advertising-medium en ook mediabureaus richten massaal retail media-afdelingen op. Merken die niet in de betreffende winkel liggen staan ook nog niet in de rij om op de retail media netwerken te adverteren. Marvin belicht de uitdagingen die er zijn om echt aansluiting te vinden op die markt van non-endemic advertising.
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Christian aid IMC anaysis
1. CHRISTIAN AID WEEK:
case study analysis
Fernanda S. Russo, Olya Dyachuk
Karim H. Hussien, Abiodun Ogundele
Lecturer: Dr Wilson Ozuem
06/25/2012 1
2. REASONS FOR IDENTIFYING
OUR TARGET AUDIENCE
• Select the right communication
channels
• To determine the type of message
required by this audience
• To deliver the right message that
allow sender- receiver- response
• Cost effectiveness channels and save
time
• Identify our target market enables us
to find opportunities and tap into them
• Access to information that will make
us focus on the audience.
06/25/2012 2
3. EVALUATION OF CHRISTIAN
AIDS OBJECTIVE
Setting objectives is an important part of any plan.
Without objectives there is no direction, measurement for success or
ability to focus on areas to improve in the future.
• Specific - should be definite and unambiguous
S
• Measurable - should be able to measure performance against target
M
• Achievable - should be attainable within the time bound
A
• Realistic - should practical and not be ambiguous
R
• Time bound- there should be a stipulated time bound
T
This allows to measure how well the set Marketing communication
objectives was achieved. (Fill 2006)
06/25/2012 3
4. EVALUATION CONTINUE
Based on our evaluation of 2005 Christian Aid‟s objectives, we concluded that
the objectives did not followed the SMART
principle which makes it difficult for us to measure whether the objectives
were achieved or not.
Objectives analysis:
• isn‟t measurable (% of income,
new donors and current
awareness)
• there is no previous numbers to
evaluate can it be achieved
• we can‟t appraise was it realistic
or no with a lack of previous
campaigns results
06/25/2012 4
5. DESCRIPTION AND
APPRAISAL OF THE PLATFORM
Description:
The use of mediums that are preferred by each cluster
aids and facilitates the channelling of the message to
the targeted cluster to ensure understanding and
reception of the message, that in return will ensure
awareness that will encourage donations to the cause.
Appraisal:
The use of suitable mediums (i.e. TV, radio, press and
internet) and Direct Mail, to target the preferred
segment, by mixing both the medium and creative
execution to the life style cluster, to achieve
maximum effectiveness and responses.
06/25/2012 5
6. DESCRIPTION AND
APPRAISAL OF THE MESSAGE
Description:
Multiplying is the core message being emphasised.
„You add--we multiply‟ is a clear and positive
message, through donations they could provide
stability for poor families, giving them the means
to secure a future, with the provision and skills
they need.
Appraisal:
By avoiding attracting target audience through a
guilt and patronising message, donators shifted
their interest to the cause, through witty and
careful use of humour.
06/25/2012 6
7. MEDIA AVAILABLE
What they used:
Medium Mass Market Chris Martin Joanna Lumley
Television National TV, Sky Sports, Travel, MTV, National UKTV History, UKYV Food,
Sky News Geographic, E4 UKTV Documentary,
UKTV Gold, UKTV Style
Press Broadsheet nationals, Big Issue, NME, Time Daily Telegraph, Daily
church press Out Mail
Radio XFM, Virgin Radio Classic FM, Premier
Christian Radio
Internet Virgin Radio online, Telegraph online, Times
XFM online, online, thisislonson.co.uk
thisislondon.co.uk, NME
online, Guardian online,
MSN, STA travel
06/25/2012 7
8. MEDIA AVAILABLE
What else can be used:
Outdoor Internet TV
Public transports Social Media (incl. Universal Chanel
networks, blogs)
Billboards Video channels (e.g. Itv
Youtube)
Viral content Chanel 4
06/25/2012 8
9. Marketing communications
IMC is more tactical than strategic in nature.
Positive points:
• Effectively constructed unified
message
• Brand differentiation
• Increase the level of trust
• Synergy effect
Negative points:
• Difficult response tracking, it‟s a
psychographic segment not demographic
06/25/2012 9
10. STRENGTHS AND
WEAKNESSES
S. W.
Deep audience analysis and post
campaign research Objectives definition wasn’t clear.
Audience classification
Lack of marketing research for
Right messages define a base level
Usage of Internet as a channel for
donations Lack of PR
Brand‟s differentiation
Lack of Digital activities
Advertising and Business results
06/25/2012 10
11. CAN BE BETTER
Deep researches to define: brand
perception, TA, awareness.
To set more concrete objectives, in
accordance with SMART.
To focus on Digital.
To use PR for the
Christian Aid Week.
06/25/2012 11
13. References
•Colin L, Donnelly R. 2009, Delivering Customer Value Through Marketing 1st edition,
Butterworth-Heinemann
• Lynne Eagle, Philip J.Kitchen, Sandy Bulmer, 2007 “insight into interpreting IMC: A two-
nation qualitative comparison” European journal of marketing, Vol.41 ISS: 7pp.956-970
•Paul B, Chris F and Kelly P. 2008, Marketing Insights, 1st edition,
Oxford University Press
06/25/2012 13