In the Mix: Industry Branding Campaigns June 2008
Overview • Shaping a Brand • Case studies • Check-off • Inside the beltway • National/Mass marketing • Specialized • Wrap up
What is a brand? Reputation Perception Trust Promises History “Your success is really dependent on how skillful you are in managing the brand’s story so that it resonates with meaning that consumers like.” - John F. Sherry Jr., The Journal of Customer Behavior
Factors for Consideration • Analysis – where are we today? • “Know who likes you and who is less fond of you. Some industries … are unlikely ever to be loved by consumers, so it makes sense for them to focus heavily on investors, employees, and regulatory officials in building their reputations.” - -The18 Immutable Laws of Corporate Reputation (Ronald J. Alsop) • Goals – where are we going?
Factors for Consideration, cont’d • Audiences
Factors for Consideration, cont’d • Messages • Strategy • Tactics
Chief Factors for Consideration, cont’d • Resources • Timeline • Measurement In a presentation to the National Propane Gas Association Marketers’ Section in 2001, Walter Cressman (Propane Education & Research Council) showed industry members what percent of their dollar was spent on programming, etc. “The biggest trap is simply having objectives that outreach financial resources … you have to have the financial resources to assure some continuity of messaging.” -Larry Chiagouris, Pace University and Brand-Marketing Services, Ltd.
Case studies • Inside the beltway • The New Steel; Project Pharmacy Care • Check-off • Got Milk?; Beef. It’s What’s For Dinner.; Propane • National • Plastics Make It Possible; Essential2; Freight Rail Works; Partnership for Prescription Assistance (pending) • Specialized • Risk is Opportunity.
The New Steel American Iron & Steel Institute (AISI)
Steel Tries To Shed Its Smokestack Image June 27, 2006 ASK random Americans their opinion of the steel industry, and you'll probably hear about smoke-belching plants, sweaty laborers, rampant bankruptcies and sniveling whiners trying to get the government to protect their companies.
Situation Analysis • Steel industry reeling from dumping • Perception of steel as old and dirty among political elites • Mittal Steel and Arcelor merger top of mind
AISI Program Elements • Goal: Change perceptions on whether steel industry was old and dirty or modern and hi-tech • Address a knowledge gap, not a specific piece of legislation U.S. Steelmakers Polish Their Image May 25, 2008
AISI Program Elements, Cont’d • Strategy: • Focus on a platform of global competitiveness; • Emphasize that America’s steel industry is the backbone of U.S. manufacturing; • Show commitment to reducing environmental footprint; and • Demonstrate that steel industry is vital to America’s economic and national security.
AISI Program Elements, Cont’d • Audiences: Political elites • Inside the beltway • Budget: $3 Million • Print, radio and online ads = $2.78 million • Timeline: Launched in June 2006 • Tactics: Print, radio, online ads; member activation; media relations
AISI Program Elements, Cont’d • Member Outreach • Create executive task force for feedback • Use companies’ HQs as conduits for information • Provide members with poster-sized versions of the ads suitable for framing • Develop and distribute the “Backbone Kit” for meetings with policymakers on Capitol Hill
AISI Campaign Results • AISI measures the success of The New Steel campaign via: • Media and online coverage; • Outreach to Capitol Hill; • Research results; and • Buzz among target audiences.
AISI Campaign In Review • How effective are brand campaigns? • Do people see through the “spin?” Regardless… “The nugget of it all is we feel that policy makers will be able to fashion sound public policy if they have an accurate, up-to-date perception of America’s steel industry” Nancy Gravatt, New Steel
Project Pharmacy Care National Association of Chain Drug Stores (NACDS)
Situation Analysis • Project Destiny research results • Ongoing pharmacist shortage • 75th Anniversary of NACDS • Industry expects to be targeted again for cuts in Medicare and Medicaid spending • Presidential Election • “In 2009, we’ll see a new Congress and a new president and health care will be on the domestic agenda. We want to ensure that pharmacy is part of the debate.” –Chrissy Kopple, NACDS
NACDS Program Elements • Goals: • Enhance public awareness of the pharmacist's role as a primary healthcare “provider” • Re-establish both pharmacy and pharmacists as a critical link in a quality health care system • Provide cover for lobbying and grassroots efforts on eve of election
NACDS Program Elements, cont’d • Strategy: Deliver message to policy makers that pharmacists and pharmacies offer convenience, accessibility, expertise, and counseling • Budget: “High six figures [to] low seven figures” • Ad budget $1 million (CEO Update, April 11) • Timeline: Three-year program with big push March-August 2008
NACDS Program Elements, cont’d • Tactics: • Industry launch of Project Pharmacy Care and tagline, “Pharmacies. The face of neighborhood healthcare.” • Advertising • Five ads inside the Beltway publications and DC Metro; online • Drive time ad placement on radio • Career Guide in Glamour • “Unconventional” Alliances • Student, higher ed and labor organizations • America’s Promise
NACDS Program Elements, cont’d • Tactics • Increase in member communication via newsletters • Updated kits for use during meetings with policymakers • Editorial board meetings • Web site updates • Member-only section
NACDS Campaign Results • Campaign is in early stages • Ongoing quantitative measurements
Checkoff* *Check-off campaigns are federally mandated and funded by industry
Situation Analysis & Program Elements • Situation: Chicken consumption surpassing beef • Goal: Increase consumption of beef in U.S. • Strategy: Develop an ad campaign centered on ease of preparation and nutritional benefits of beef in a familial setting
NCBA Program Elements, cont’d • Budget • Currently $15 million annually • Beef Checkoff Program established via 1985 Farm Bill • Timeline (ongoing) • Initially launched in May 1992 • Latest iteration: “Powerful Beefscapes” (2008) "Competing with huge corporations and having a limited budget, we have to feel pretty good about the direction we've chosen for checkoff advertising. As producers we sometimes lose sight of how national advertising helps us back on our operations.”
NCBA Program Elements, cont’d • Tactics: Print, radio and TV ads • Radio and TV ads feature Aaron Copland’s “Hoe Down” from Rodeo • Celebrity spokesperson • Measurements: Quantitative and qualitative • Online survey re: ads • Benchmarking • Tagline recognition
NCBA Campaign Results • Beef sales up 14 percent since 1998 • Tagline recognized by 88 percent of Americans • “Hoe Down” ballad synonymous with beef Advertising: Beef Industry Maintains Stake In Radio And Print January 7, 2008
NCBA Campaign In Review • Member split over check-off funding • Snowclone effect • Use of slogan outside of campaign, which can detract from reputation/brand
Energy Guy/ Inside the Beltway Campaign Propane Education & Research Council (PERC)
Situation Analysis • Two groups in need of education: • Policymakers • Low profile as alternative fuel source • “Building pipeline” • Experiencing difficult housing market; need for differentiation • Opportunity to capitalize on climate change/GHG discussion
PERC Program Elements • Goal: • Building Pipeline/National: Make propane gas the heating source of choice for consumers and homeowners • Policymakers: Ensure propane examined when considering alternative fuels
PERC Program Elements, cont’d • Budget: $18 million • Timeline: • Washington, DC: Feb-Nov 2008 • National: Started in late 2003? • Strategy: • Policy makers: Focus on positioning propane as an alternative fuel of choice; particularly as a “quick fix” alternative fuel for vehicles • National: Show consumers they have a choice when choosing energy
PERC Program Elements • Tactics • Advertising • Beltway: Print, online and transit ads • National: “Energy Guys” national TV ads • Banner ads (Weather.com)
PERC Program Elements, cont’d • Interactive Web site • Point of purchase • Media relations • Hill and trade publications • Member relations • Customizable radio and TV ads • Trade show materials • Downloadable catalogue • “Find a Propane Retailer” • Signs, shirts and decals
PERC Campaign Results • 80% increase in awareness among policymakers • Gold ADDY Award for Energy Guys • Placeholder for additional stats
Situation Analysis • 30-year declining trend in milk consumption • Declining market share • “Milk Does a Body Good” What could you say about milk? It was white and came in gallons. People felt they knew all there was to know about it, so it was hard to find a strategic platform.- Jeff Manning, campaign
Milk Program Elements • Goal: Increase consumption of milk • Strategy: • Shift from focusing on nutritional benefits of milk to a “food-beverage” connection • Milk and cookies; PBJ and milk • Play up disappointment when milk is unavailable
Milk Program elements, cont’d • Budget: • California: Check-off campaign - $23 million/ year • Financed by contributing three cents for every gallon of milk processed • National: Check-off campaign - unavailable • Timeline: • Ongoing. Began in 1993 and slogan went national in 1998 • First “mustache” ad aired in 1995
Milk Program elements, cont’d • Tactics • Print, radio and TV ads • Online ads during national campaign • Co-branding • Media buys timed to key dining hours (during dinner and late-night) • Billboards along commuter routes • Bus stations • Point-of-sale decals • Later ads poked fun at ubiquity of campaign • Minority-targeted ads