Today's Class

Good Afternoon Teams Bandwagon, Diaspora and Suzy:

Now that we're all finally uploaded and ready to go- this is the protocol I'd like to see used each time we're in class. By the end of each class, I will require the following deliverable a MEMO written to me and COPIED to your client, but only sent to me. After some tweaking, if required, I will forward the doc on to your client:

1. The status of your Google AdWords campaign on behalf or you client- how are the algorithms working? Any need to tweak the metrics or the CTR, etc.? Structuring your account is critical to effective advertising, so please may particular attention to the structure.

2. Google is judging you on optimization techniques, so please make sure you are addressing these as well as evaluating your performance and budget. Do you have any questions re: this area that either your client or I can help with?

3. And finally, please offer any other updates that are pertinent.

See you shortly!

Chevy Livin' Large Case

Welcome Back from Break!

I hope you all had a great time away...and to those of you who stayed here, I hope your time was also wonderful.

In today's class, I'll be handing back your Muzak Case and hope to have all your Ted cases graded by this evening. One key priority for today is to meet in groups to talk about finalizing plans to upload the pre-campaign strategy by tomorrow morning (Tuesday, March 22).  Getting all things up-to-speed before the launch is a priority.  I believe Team Suzy has client approval to proceed. Team Diaspora- your client should have a final review in hand by later today. I'm meeting with Eldred at the store after class. If anyone wants to join me from the team, please let me know. Team Serendipity:  Houston we have a problem. We will put our heads together to figure out the implications of our need to launch with the client's site "parked." I also have updates from each team as I either met with, or spoke with your clients at length, all during the "break."

We will have to really push hard to be ready to launch and begin our Google AdWords Campaign on Wednesday.

As for the Chevy case:

I had said I'd send the Chevy Case over break and extend the due date from today to THIS Friday. However, I wanted to give us more room between cleaning up some client work and launching the AdWords Challenge. Therefore, you'll have until NEXT Friday (April 1) to complete the assignment about Chevy. 

As you'll discover from reading the case, Chevy needed to communicate the benefits of an Aveo (spaciousness, quality, low cost) to its core audience. GM needed a way to be promotional, yet authentic; if the target audience felt the online content was too contrived, corporate or boring, the would lose interest fast. The solution? The creation of social media-driven Aveo Livin' Large campaign.

Please download the case PDF from Blackboard. Read and answer the following case questions in a 4-6 page paper). Just like in the TED case, please attach your papers in Blackboard only. Thanks!

1. Describe how Chevrolet utilized social media in the Aveo Livin' Large campaign (1 page)

2. What were the results of the Aveo Livin' Large program? (1-2 pages)

3. Describe how you might utilize and/or are utilizing a social media program for your client. Be specific about the design of the campaign (1-2 pages)

4. Utilize the content distribution model to describe how you would distribute this program for your client. (1-2 pages)

See you soon!

Your Professor MCB

Ted Case, Ad Words

Dear IMC Students,

I tweeted an interesting link today that I thought might be of interest. As you may know, businesses tend to underestimate the budget they should allot for their marketing initiatives. Please read:  Setting a Marketing Budget | How to Set a Small Business Marketing Budget http://t.co/DibLKLt

In today's class, you'll be working in your teams to drill down further into the exciting world of Google AdWords.

Here's the link for PDF for the "Paint the Town Ted" case study analysis that is due electronically before the start of class, next Friday, March 11.
http://jimc.medill.northwestern.edu/JIMCWebsite/2006/Ted.pdf

After reading the case, please answer the following questions:

Case # 2 – Ted Airlines

Critical Issues in IMC

Read the case and answer the following questions:

1. Describe how the Ted brand was positioned in the market.

2. How did marketers create an “integrated” campaign for Ted? Evaluate some of the key components of this campaign.

3. How might you apply a similar approach to your current client? Brainstorm with your case team and provide some specific strategies.

Your case analysis should be submitted electronically by start of class on Friday, March 11.  Be prepared to participate in a discussion and share your insights with the rest of the class.

There is no required length, however, 4-6 pages is an estimate for what you will need to adequately respond to this case. There’s never any penalty for providing more content rather than less. 

I'll be posting this to Blackboard in class today.

Take care,

Your Prof Michelle