Tag Archives: public service announcements

Brands Embrace Earth Day 2021

The world’s first Earth Day events started in 1970; it was the 51st anniversary this year on April 22nd. Supporting environmental protection activities, Earth Day includes numerous events held around the globe. Last year more than 100 million people participated in what has been called one of the largest mass mobilizations ever! The climate demands our attention.

Many companies are using creative ways to get our focus on Mother Earth this year. Restaurant Panera is recognizing the growing use of biking during the pandemic and how Panera fits in by copying its signature bread bowl shape into a bicycle basket. The bike is olive green and the basket is bread-brown, making it easy to cart around foods and goods. Panera was the first chain to label its food to show carbon footprint as well as nutrition and calorie counts. According to the company “if every Panera customer ordered a Cool Food item on April 22 it would – compared to the average American diet – reduce greenhouse gas emissions equivalent to taking more than 1,100 passenger vehicles off the road for one year.”

Another Earth Day event was burger chain Carl’s Jr. teaming up with Beyond Meat at one of Carl’s Jr. Los Angeles restaurant. It gave away free plant-based burgers and offered faux meat sandwiches for $5 via an email promotion. Carl’s Jr. already carries a Beyond Meat burger patty and has sold more than 12 million Beyond Meat burgers. The event was intended to draw in younger, flexitarian-diet customers. According to a University of Michigan research study, Beyond Meats “products need 46% less energy, generate 90% less greenhouse gas emissions than a standard beef patty, and have 99% less impact on water scarcity and 93% less impact on land use.”

How will you embrace the environment?

Group Activities and Discussion Questions:

  1. Quiz students on their knowledge of Earth Day: https://www.earthday.org/
  2. View video from the first Earth Day from CBS News: https://youtu.be/WbwC281uzUs
  3. Additional videos on YouTube channel: https://www.youtube.com/channel/UCkWeBkq4KGaN7N8PMWgfOLw
  4. Discuss the promotions being done by companies such as Panera and Carl’s Jr.,
  5. Panera video: https://youtu.be/uqcWXh2WqOc
  6. Beyond Meat’s site: https://www.beyondmeat.com/whats-new/go-beyond-this-earth-day/
  7. Students could also quickly research Earth Day news stories on their laptops and phones.
  8. Divide students into teams. Have each team develop an Earth Day advertisement for a product of their choice.
  9. What are the key messages?

Source:  Ad Week

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South Dakota’s Unusual Anti-drug Campaign

Provocative marketing campaigns can be risky and backfire on the sender. And then other times, the campaign can hit a chord and start a broader conversation about the topic. Which of these are the case for the new South Dakota campaign against methamphetamine?

The ‘Meth. I’m on it.’ campaign was designed to focus attention on combatting the prevalence of meth in South Dakota. According to reports, meth abuse accounted for roughly 83% of court admissions for controlled substance cases in 2019 in South Dakota. The state saw a 200% increase in people seeking treatment for meth addition from 2014 to 2018. The campaign’s main call to action is to encourage everyone in the state to work together on combatting meth and its effect on the population.

But of course, the campaign generated conversation and controversy on social media outlets as viewers weighed in on the message. Many people were concerned, confused, and outright dismissive of the campaign. But the South Dakota governor replied that the “whole point of this ad campaign is to raise awareness.” They wanted to set a tone that would make people stop and pay attention. The campaign is also part of a broader effort to rethink offenses and increase treatments. The key point from the campaign that is that everyone is affected by meth.

What’s your opinion?

Group Activities and Discussion Questions:

  1. Discuss the importance of developing a clear, concise message for marketing programs.
  2. Use a pyramid model to build the key messages: Top of pyramid – most important message that the customer wants to hear. Middle of pyramid – how the product achieves its value for the customer. Bottom of pyramid – proof points used to validate claims.
  3. Show a video of the ‘Meth. We’re on it.’ Campaign: https://youtu.be/7LVcI-DQdYA
  4. There are also plenty of news commentary videos available to discuss the campaign from a search on YouTube: https://youtu.be/0blILDdvHSw
  5. What are the students’ opinions? Have the students use their phones and devices to search for commentary about the campaign online.
  6. Divide students into teams. Have each team develop a key message pyramid around a social or health topic. Can they take a risk but make their point?
  7. Have each team present their topic and message. What’s the opinion of the class about these?

Source:  Advertising Week; Bloomberg News; New York Times; Wall Street Journal; other news sources

 

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Marketing Campaigns for Nonprofit Organizations

Marketing for a nonprofit organization can present challenges to marketers. While basic marketing principles follow the same guidelines for products, there are differences in marketing for organizations that are nonprofits providing critical services, versus products from for-profit organizations. For-profit organizations can focus marketing messages on the delivered value and benefits of the products for the consumers. It’s relatively clear-cut.

On the other hand, nonprofits have a wider audience and often have no tangible product that can be delivered to its supporters. And, instead of more easily identified consumers, nonprofits must attract and retain donors who may be giving funds only when the spirit moves them. These are not necessity purchases per se; they are donations given to support something that is important to the donor. While donors and consumers can both be considered target markets, donors are driven by passion and causes rather than immediate needs and wants. They psychology is different.

Nonprofits need to use compelling visual marketing to appeal to donors. Top nonprofit marketers use powerful videos and photos of those whose lives will be changed by the organization. Testimonials and infographics are also important tools along with clear, targeted communications in order to retain the donors. A disaster may drive donations to quickly mount, but how are the donors retained over time?

Social media is an important tool for nonprofits to reach and engage donors. Branding is also critical to build and maintain a clear identity. And, social media campaigns have the added benefit of possibly going viral. Remember the ALS Ice Bucket Challenge? That was one of the top campaigns ever produced, generating $115 million in the summer of 2014 and garnered celebrity participation and donations.

All that from a bucket of ice.

Group Activities and Discussion Questions:

  1. Discuss the importance of marketing for nonprofits.
  2. Show several nonprofit campaigns:
    1. Make a wish: https://www.youtube.com/user/MakeAWishFoundation
    2. Water is life – 1st world problems: https://youtu.be/fxyhfiCO_XQ
    3. Project life jacket: https://www.facebook.com/ProjectLifeJacket/
    4. Truth: https://twitter.com/truthorange
    5. Water Aid: https://www.wateraid.org/us/get-involved/give-a-shit-donation-country-page
    6. World Wildlife Fund: https://twitter.com/wwf
    7. ALS Ice bucket challenge: http://www.alsa.org/fight-als/ice-bucket-challenge.html
  3. Divide students into teams and have each team select five different nonprofit organizations that they admire.
  4. Have each team delve more deeply into one of the nonprofits, making sure that each team has a different organization.
  5. Finally, have students develop a storyboard for a nonprofit organization.

Source: Allen, Z. (15 August 2019). 8 top nonprofit online campaigns that rocked social media. Socialbrite.org.

 

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