Using IMC to Build Brands & Solid Social Media Strategies, Google AdWords

Hello IMC Students,

Here's a synopsis of what we're up to this week.

CLASS THIS WEEK 

Since Team Suzy's client is coming in today, Monday (2/28), we will (as my e-mail to you confirms), hold another client project workshop today. If you haven't read the e-mail on what Teams Serendipity and Diaspora are doing today, please do so now. 

On Wednesday (3/2) we will have our Google AdWords discussion. (See bottom of this message for the links you must review between now and Wednesday's class).  I'll also be posting the "Ted Case" later on today, but it WON'T be due as your syllabus states (3/4), rather, I'm pushing that assignment to 3/11.
 Obviously, we need the extra time so we can focus on the Google Online challenge and any tying up any other loose ends before we forge full steam ahead with the AdWords campaign.

On Friday (3/4), I'd like you all to log-on and familiarize yourselves with the student dashboard and other such marketing tools in the Online Challenge. You'll have time to also read the "Ted Case" and to prepare your responses by that following Friday (3/11).

QUICK NOTES: USING IMC TO BUILD BRANDS  & STRENGTHEN SOCIAL MEDIA

As we've discussed previously, there's no such thing as a valid social media strategy without proper brand identity. As many of you know in working in your teams and with your three clients, you  must first have a clear understanding of what the business stands for- and overall, what the overall brand promise is.

Just as you wouldn't begin a print campaign without a clear statement and appropriate research, the same process holds true for any IMC strategy integration either in print, TV, radio or online publishing, advertising, etc. Consistent messaging between Facebook, tumblr, Twitter and the web are what your clients and their consumers expect. So, too, is understanding tone and logo usage across the spectrum of your marketing communications efforts. As visitors discover what your business has to offer, they begin to explore your online presence (web, blog, Facebook, tweets, video, etc.)  It is hoped that after this exploration, they build affinity with your product and/or services. From this you work hard to ensure that this enjoyment leads to sales and opportunity for further engagement. From there you continue to build the brand promise through quality customer service and attention to detail.

So that you can be fully prepared for Wednesday's (3/2) discussion, please take note of the links below. Kindly print out the Student Academic Guide or have it available on the computer for continuous reference throughout the Google Online Challenge.

90 sec overview of Google AdWords
Google Student Academic Guide

Please let me know any questions arise between now and then- either about the campaign, your clients or anything else that resonates and/or brings up questions.

Best,
Michelle

Though the snow and hail...

Hello, IMC Students,

Yes, class is on today. Whenever IC is in session, I'm required to teach...so do your best to come if you can. If you can bus in, do so. If not, then just drop me an e-mail. Stay safe...drive carefully.

Diaspora:  your client will still be in to meet with you today. Serendipity:  I'd like to see how you're progressing on the postcard concepts. And Team Suzy:  let's really keep working toward that brand development we discussed.

On Monday, we will begin our exploration of Google AdWords. I will be sending you some important links to read over the weekend as well as posting them to Blackboard so we can prepare in advance for our next class.


Best,
Prof Berry

Out Sick Today

Dear IMC Students,

I have finally gotten the bug that's been going around! With regret, I will stay home in an effort to get well. I hope those of you who have been out sick are better now.

Therefore, there will be NO CLASS TODAY. I will be in touch with our clients- to review your memos w/ them as well as to set a date when they might come in to see your presentations.

Please confirm that you have seen this note.

All best,
Michelle

Brand Identity, Brand Integrity and Client Management

Hello Class,

To re-cap: On Monday, we reviewed and discussed the importance of brand awareness, identity and integrity across the spectrum (from logo, to website design, to message strategies, etc.) We also reviewed the vital importance of message consistency across all social media platforms- YouTube, Twitter, Facebook, and more.). We then examined the brand identity and IMC strategies employed by Great Wolf Lodge. Recently, the CEO of this franchise was featured on Undercover Boss, a CBS show that has been a PR goldmine for executives featured. The first female CEO featured on "Undercover Boss," was Kim Schaefer known by her staff as "the momma wolf" of the top-rated, family-focused resort. We ran out of time to view the whole episode. If there's time in a future class, we can watch the end of the episode and discuss the reinforcement of the brand messages and how effective shows like these can be for businesses in today's recession. Students should watch the end of the show on their own so that we can use the end of the show and it's "formulaic" design as fodder for future discussions.

On Wednesday, I met individually with each team to hear about progress, concerns and to provide client feedback. We also began our memo writing projects, with suggested edits from your Professor (that's me). We also discussed the potential of leveraging my contacts on "The Nate Berkus Show" for our three clients. I also showed outtakes of cut-aways that I was featured in as an audience member.  I was featured in two clips:  the first on "The Cake Boss," and the next was related to Peter Walsh's organizational tips for overall happiness.

"Elevator Music" phrase signals Muzak Re-Branding Effort

Muzak (http://music.muzak.com/) was a multi-million dollar company and over the years had created the largest digital music library in the world. Despite their past success, they were not conveying the modern image they wanted to the public. This led the new senior management team at Muzak to implement change.

Problem Definition

Muzak is a company that has been around for decades and is mostly known for their “elevator music”. In the late 90’s, Muzak’s reputation for “elevator music” began to lead the company down a path of little growth and increasing financial hardships. The company’s negative public image reflected the same image 

Muzak’s employees had of their company culture. With over 200 offices, 3,000 employees, and 450 different versions of their business cards, they did not have a uniform company image to sell to their clients.

Company Objectives

Muzak’s strategy was to move away from the “elevator music” label and work towards conveying a hipper, more modern image. They wanted to get away from depicting music as a science and instead depict it as an art. In order to re-invent their company, Muzak had to develop a unifying symbol. They chose to use a silver and black “M” in a circle. Their new logo replaced all the separate identities that once represented Muzak. It was a great first step in how they wanted to be perceived by new clients.

Muzak wanted to convey the message that they were a company of creative “audio architects”. To do this, they created an aggressive marketing campaign, which included new brochures with more color, graphics, and brief text. This was a complete change to the serious charts, graphs and presentations they had used for years. They designed their new brochures to be art. This was a huge selling point for the company, which began to generate new business almost instantly.

Data Analysis

These new changes helped Muzak’s business to grow 16% and in three years they were worth $750 million, up from $100 million in 1997. Muzak was rapidly growing financially, artistically, and everyone had more confidence in the future with this business. This lead Muzak to re-locate their business from Seattle, Washington to Charlotte, South Carolina; building a new headquarters that was less traditional and geared more towards their new image of young, modern, and creative. Their new headquarters, described as an Italian piazza with conference rooms, desks on wheels, and no private offices, had a fresh and original atmosphere they are proud to bring their clients to.

Alternative Strategies

Muzak did an exceptional job in changing their company image. They went forth with their objectives to become a new company with a central logo and a place that clients can trust. It is difficult to determine where they could have done better or what they could have done differently because they have had such a positive outcome. However, there a few things that could have been considered before this change took place while still obtaining their desired outcome.

Case Study Questions

1. What tactics did Muzak implement to change brand perception of the company? Describe the various elements of their re-branding program. (Use the case overview, website review AND other sources to shape your responses).

2. What other corporate communication “levers” did Muzak have at its disposal to signal change?

3. How did changing its identity help/hurt Muzak’s overall strategy? Short-term? Long-term?

4. How important is it, and should the parent company educate franchisees about the new identity?

5. Compare and contrast Muzak's repositioning with the work you are doing for your client. Describe any similarities or differences between the branding efforts. Can you apply any of the strategies that Muzak employed to your IMC class project(s)? Why or why not? (2 or 3 pages)

There is no specific length requirement, however, 4-7 typewritten pages is a reasonable estimate. The assignment is due on Friday, February 18 at the start of class.   

Please be prepared to share your analysis with the class on that day. As per our process, this assignment is also posted to Blackboard. 

Good luck!

Professor Berry

Project Memo Assignment, Google Ad Words

On Monday 2/7, two of our three client contacts (one is out of the country) were able to come on campus again to share their short-term and long-term marketing goals and objectives. This was very beneficial and I appreciate everyone's hard work and overall work ethic. On Wednesday 2/9, we continued to hone in on our overall focus- ensuring that our plans for the client's brand were in harmony with the client's goals and objectives. I met individually with each group to share feedback from my meetings and conversations with our clients. I also wanted to assess any gaps, unanswered questions and/or concerns moving forward. Today, Friday 2/11, is another "Client Project Workshop."  For the first thirty minutes of the class, as a TEAM, you are tasked with completing a brief, one-page memo writing assignment from 1:00-1:30 p.m.  I will be giving you a hand-out with more details on how to complete this memo (with all team members helping and participating!) in today's class.

From 1:30-1:50 p.m., Team Captains should access this link and REVIEW and complete any and all documentation required for the "Google Ad-Words" competition by going to this link:  Student Dashboard Link

Exciting times ahead for us!

See you at 1 p.m.,
Michelle 

Bringing Unity to the Brand

In today's class, you will be tasked with answering the following questions in your groups and e-mailing your responses BEFORE the end of class:  1) are your overall impressions of the brand in harmony with your clients' impressions? If so, explain areas of congruence. If not, offer some suggestions for how you believe congruence between your impressions and those of your clients could be in line. 2) What assistance could I provide you at this time?  You will have 15 minutes to respond and e-mail mberry@ithaca.edu

After you've answered these questions and e-mailed them to me, we'll have brief presentations from each team as to their initial "approaches" and what they hope to accomplish next week. I'll ask some clarifying questions and then you'll be excused. It would be great that you would have a plan of action in place PRIOR to your meeting with clients on Monday. 

Have a great weekend! Feel free to have team captains contact me over the weekend if questions arise!

Best,
Your Prof

Advertising and Public Relations: Married at Last!

In Monday's class we welcomed our clients for their first visit. Clients first offered a short presentation on what they do and how they view their businesses. They also shared highlights about their particular brand(s). Next, they met their teams and broke into smaller working groups.

In today's class, we'll discuss how teams felt the meetings went and take care of any unfinished business. A short discussion will also focus on the "marriage" of advertising and PR in your current campaigns with your clients. Whereas, advertising and PR used to bicker when they dated, to carry off the successful brand in today's marketplace- they simply have to get hitched and not complain about it!

Since the successful brand must keep its promises over and over by exceeding customer expectations, then advertising, PR and marketing must create a package that's seamless- so seamless in fact, that you might not know where one takes off and the other starts. 

As you know, branding is a shrewd business:  it panders to the audience without the audience realizing it. And every brand worth its salt will pair a name or symbol over and over again with resonant emotional symbols that become infused in the psyche.

Advertising uses repitition in conveying a message or image, then conditions the audience to have particular expectations of the brand through the use of powerful  visuals, celebrities and other strong endorsements. In the end, it seeks to have the consumer use the product over and over based on claims and other powerful motivators- particularly when we see the success, joy or happiness as a result of our using the product.

Public relations must do the subtle work of compelling use again and again, through third-party endorsements, carefully crafted events that further define the brand and more. Whatever PR can do to solidify the public's opinion of the brand, the better.

Keeping advertising and PR strategies linked in happy matrimony starts with a good marketing plan that outlines who they'll stay blissful. In the end, strategically ensuring that advertising and PR support one another will ensure client success over the long haul.

In today's class, we'll discuss these factors and others as they relate to your client's branding objectives, goals and initiatives.

Stay warm,
Your Prof Michelle