Today's Class: R.A.C.E. to the Head of the Class :)

PR Process: R.A.C.E.

1. Research—problem? Situation? Opportunity?

2. Action—what is going to be done?

3. Communication—how will audiences be told?

4. Evaluation—was the audience reached?

Building Brand Loyalty

In today's Integrated Marketing Communications class, we discussed ethics and expectation management when dealing with clients. Additionally, we reviewed branding, brand loyalty, market positioning, principles of IMC, the four P's of marketing and the four key components of the final client branding plans (marketing, advertising, public relations and sales promotion). (BTW: these notes are already posted to student Blackboard accounts in a folder aptly titled "Class Notes.")

We also discussed how branding is far more than an advertising campaign or marketing slogan. Although branding is a complex process, the business of branding, is fairly simple:  to create and develop a SPECIFIC identity for a company, product, commodity, group or person.

It’s carefully designed to present qualities that its creators believe will be attractive to the public and it’s meant to be perpetuated for the long haul.  It creates an institution of sorts, so if you tamper too much with an established brand, the public will go nuts. Here are the cases I discussed and the links I promised to post:  Tropicana's sales plunge 20% after package re-design and Gap Logo Dead in One Week

Working in their (3) client teams, students were asked to go to their client's web page and/or review news articles about their client.

They were then asked to respond to a series of questions about their client (see below) From this first look, what are the strengths and weaknesses of your client’s brand?

What are the most compelling benefits of your client’s brand?

What are the emotions elicited by the brand?

What's a one-word encapsulation of the brand?

What is the brand’s importance to customers?

Working in your teams, go to the web page and/or news articles about your CLIENT. 

All teams need to answer each question posed and have their TEAM CAPTAINS e-mail me (mberry@ithaca.edu) with your team’s responses.

It would be great to have these before Friday’s class if teams can manage this. Do you think you're up to the challenge? The sooner I have the responses, the better.

If your team needs until Friday's class, just let me know.

Have a good evening,
Michelle

Great Communicators in this Class

I'm really amazed at all the talent we have the this class! From experience in promotion, planning, research, social media, on-line music marketing, advertising, PR, celebrity publicity/promotion, media relations, hospitality, catering, design, web marketing, competitor analysis, brand management, journalism, government, health care, law, writing, speaking, client relations and more- our clients:  Diapora Gallery, Serendipity Catering and Suzy Koontz Math & Movement are truly in good hands.

Here are some of the places students enrolled in this semester's IMC Critical Issues in Integrated Marketing Communications have interned:  MTV, Nickelodeon, Universal Pictures, Mandate Pictures, Sundance Film Festival, Audi, MAC, UCLA (Athletic Department), NBC (Vancouver Olympics, NBC Universal), Time Out (NYC), The Boston Celtics, Empire Blue Cross/Blue Shield and numerous internships based in London and New York City.

In today's class, we'll be looking at overall branding objectives for our clients, how to make a great first impression and marketing ethics. After this talk, students will get into their teams, begin the process of nominating team captains. I'll also take a photo of each team...this will help me learn names- and give our clients a visual of the groups they'll be working with.

Until soon,

Professor Berry

Welcome Integrated Marketing Gurus!

Dear Talented Students,

Many of you are well on your way to launching a life and fabulous career beyond IC! All that's left is to finish up your remaining coursework and then you'll forge ahead into the bright world. Naturally, this capstone course: Critical Issues in IMC (STCM 42000-02) is designed with your future in mind. In this course we'll take advantage of your strategic proficiency in advertising, public relations and marketing gleaned over the past few years. We'll match your talents with my 20 years in the field for the overall good of your future, our three clients and more. Not only will you be working with successful business owners and their brand management, but you'll also be helping your clients master Google Ad words for the first time. And guess what? Your work with Google will be part of Google's national on-line competition.  Read more about Google's on-line global challenge  

Do plan to check this blog regularly, contribute, share and get ready to have a great semester! I'm excited to meet you and so are your clients! 

To learn more about my background and teaching experience, click on this link: http://faculty.ithaca.edu/mberry/

I look forward to meeting you all tomorrow at 1:00 p.m. in CHS 104.

Sincerely yours,

Professor Berry