Tag Archives: social responsibility

Grandkids On-Demand

Even though it’s a fact of life, aging can be lonely. Friends and family members may have passed on, moved away, or moved into care facilities. And, caregiving for someone who is older can be hard when the caregivers also have other responsibilities such as families and full-time jobs. This was the need behind a new service called ‘Papa’ which helps provide senior citizens with a little extra attention through what it calls ‘Grandkids On-Demand’.

Papa has a simple premise – to provide college students to help senior citizens. It connects students with the seniors for tasks such as driving, shopping, reading, laundry, pet help, technology help, or even just companionship. It emphasizes a fun was for two generations to connect and frees senior citizens from being confined or left on the margins of life.

Members (the senior citizens) pay a monthly fee of $15 to $30 to belong, plus $15 per hour for visits from the Papa Pals (the college students). The Pals must be enrolled in college or working on a masters degree, social work degree, or nursing or medical degree. Pals must also have a four-door car and pass a background check. Pals are given the company’s personality test which look for people with empathy, patience, and the ability to draw people into conversation. The biggest focus is on curing loneliness; being with a younger person stimulates the seniors – relationships form to help both parties understand the world.

Become a Pal and help Papa.

Group Activities and Discussion Questions:

  1. Poll students: Do they have family members or friends that fall into this category? How do these people get assistance?
  2. Review Papa: https://www.joinpapa.com/
  3. Make sure to show some of the videos available on the Web site to illustrate how the service works: https://www.joinpapa.com/video-gallery/
  4. Discuss the components of a situation analysis: company, general industry, trends, key competitors, technology, legal, etc.
  5. Divide students into teams. Have each team use laptops to do general research to analyze the market for Papa. (Ex: overview of industry, size, growth, new technologies, environmental impact, etc.)
  6. Debrief the exercise by compiling information on the white board.

Source: Bahrampour, T. (20 June 2018). These college kids moonlight as ‘grandkids’ for hire. Washington Post.

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When is it Necessary to Rebrand?

Everyone is likely to be familiar with the pizza brand Papa John’s. And, many people likely also recognize the image of the head of the company, founder John Schnatter. After all, it’s his face and name on the company and the product. Schnatter’s entrepreneurial story has been a big part of the company’s brand image and his visage has prominently been featured in its marketing and promotion activities.

However, Schnatter’s name and face have been in hot water after he recently made a racial slur on a conference call with its ad agency. (Note: The agency dropped Papa John’s as a client after the call.) This comes on top of Schnatter’s controversial NFL statements a year ago, criticizing football players who knelt (instead of standing) for the national anthem, and blaming them for lower pizza sales.

Eventually, the NFL ended the Papa John’s relationship and signed with Pizza Hut as the official pizza partner of the NFL. Also breaking ties with Papa John’s is Major League Baseball, eliminating its co-branded marketing efforts.

The big question: Should Papa John’s rebrand?

Group Activities and Discussion Questions:

  1. Poll students: When should a company rebrand? What is the impact of a visible company leader who crosses a line in society?
  2. Divide students into teams. Have each team research and discuss what happened with Papa John’s in regards to negative press.
  3. Poll teams: Should the company rebrand?
  4. Have teams list what would be involved in order to rebrand. What should the new brand look like?
  5. View the response from Papa John’s to its customers: https://www.papajohns.com/open-letter/
  6. Debrief the exercise.

Source: CNN Money,  USA Today, Brandchannel.com, and other news sources

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Cannes Lion Awards: Best Outdoor Ad Campaigns

While today the definition of “outdoor advertising” for marketing goes far beyond the traditional highway billboard, outdoor advertising is still all about engaging the viewer. Billboards certainly have a place in marketing, and they are the most common form of out-of-home advertising that consumers see. However, marketers today can expand beyond a simple billboard sign on the side of the road, to an elaborate display on a beach of a whale sculpted with plastic trash.

Cannes Lions awards are among the most established awards for marketing, advertising, and creative professionals. The international competition includes three rounds of viewing, voting, and discussion and includes thousands of international submissions.

Among the top winners in this year’s category of outdoor ads:

  • Greenpeace Philippines, “Dead Whale”
  • Louvre Abu Dhabi, “Highway Gallery”
  • Hbo, “HBO’s SXSWestworld”
  • Burger King, “Scary Clown Night”
  • National Down syndrome Society, “C21”

Many of these examples include case studies and results. While it is tempting to think that an outdoor ad only impacts those who see it, in today’s fast-moving Internet-enabled world, a single outdoor installation has the power to span the globe and encourage change. Review the “Dead Whale” example of an outdoor display from Greenpeace Philippines to see just how powerful one advertisement can be.

What did you see today outdoors?

Group Activities and Discussion Questions:

  1. Poll students: How many different types of outdoor ads can they recall?
  2. What specific ads can they recall? Why?
  3. Discuss with the class the different forms out-of-home advertising.
  4. Show the Cannes Lions Web site: https://www.canneslions.com/our-awards
  5. If you do not have access to the Cannes Web site (sign-up is free), the ads can be found on Ad Week: https://www.adweek.com/creativity/the-12-best-outdoor-ad-campaigns-of-the-year/?utm_content=position_5&utm_source=sailthru&utm_medium=email&utm_term=AW_Adfreak&utm_campaign=Adfreak_Newsletter_2018062914&s_id=516e0a4d191b2a646da5e880
  6. Divide students into teams. Assign each team a different campaign to review and analyze.
  7. Have each team debrief their analysis for the class. Have the class vote on their favorite and least favorite campaign. Why was it selected?

Source: Griner, D. (28 June 2018). The 12 best outdoor ad campaigns of the year. Ad Week.

 

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