In the Mix: Industry Branding Campaigns

1
In the Mix Industry Branding Campaigns

• June 2008

2
Overview

• Shaping a Brand
• Case studies
• Check-off
• Inside the beltway
• National/Mass marketing
• Specialized
• Wrap up

3
Brand equity
4
What is a brand?
Your success is really dependent on how skillful
you are in managing the brands story so that it
resonates with meaning that consumers like. -
John F. Sherry Jr., The Journal of Customer
Behavior

• Reputation
• Perception
• Trust
• Promises
• History

5
Shaping a Brand
6
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.
• - - The 18 Immutable Laws of Corporate
  Reputation (Ronald J. Alsop)
  
• Goals where are we going?

7
Factors for Consideration, contd

• Audiences

8
Factors for Consideration, contd

• Messages
• Strategy
• Tactics

9
Chief Factors for Consideration, contd

• 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.
10
Industry Campaigns
11
Case studies

• Inside the beltway
• The New Steel Project Pharmacy Care
• Check-off
• Got Milk? Beef. Its Whats For Dinner. Propane
• National
• Plastics Make It Possible Essential2 Freight
  Rail Works Partnership for Prescription
  Assistance (pending)
• Specialized
• Risk is Opportunity.

12
Inside the Beltway
13
The New Steel American Iron Steel Institute
(AISI)
14
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.
15
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

16
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
17
AISI Program Elements, Contd

• Strategy
• Focus on a platform of global competitiveness
• Emphasize that Americas steel industry is the
  backbone of U.S. manufacturing
• Show commitment to reducing environmental
  footprint and
• Demonstrate that steel industry is vital to
  Americas economic and national security.

18
AISI Program Elements, Contd

• 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

19
AISI Program Elements, Contd

• 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

20
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.

21
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 Americas steel industry
• Nancy Gravatt, New Steel

22
Project Pharmacy Care National Association of
Chain Drug Stores (NACDS)
23
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, well 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

24
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

25
NACDS Program Elements, contd

• 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

26
NACDS Program Elements, contd

• 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
• Americas Promise

27
NACDS Ads
28
NACDS Program Elements, contd

• Tactics
• Increase in member communication via newsletters
• Updated kits for use during meetings with
  policymakers
• Editorial board meetings
• Web site updates
• Member-only section

29
NACDS Campaign Results

• Campaign is in early stages
• Ongoing quantitative measurements

30
Checkoff
Check-off campaigns are federally mandated and
funded by industry
31
National Cattlemans Beef Association (NCBA)
32
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

33
NCBA Program Elements, contd

• 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.
34
NCBA Program Elements, contd

• Tactics Print, radio and TV ads
• Radio and TV ads feature Aaron Coplands Hoe
  Down from Rodeo
• Celebrity spokesperson
• Measurements Quantitative and qualitative
• Online survey re ads
• Benchmarking
• Tagline recognition

35
NCBA Ads Collateral
36
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
37
NCBA Campaign In Review

• Member split over check-off funding
• Snowclone effect
• Use of slogan outside of campaign, which can
  detract from reputation/brand

38
Energy Guy/ Inside the Beltway
Campaign Propane Education Research Council
(PERC)
39
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

40
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

41
PERC Program Elements, contd

• 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

42
PERC Program Elements

• Tactics
• Advertising
• Beltway Print, online and transit ads
• National Energy Guys national TV ads
• Banner ads (Weather.com)

43
PERC Program Elements, contd

• 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

44
PERC Campaign Results

• 80 increase in awareness among policymakers
• Gold ADDY Award for Energy Guys
• Placeholder for additional stats

45

• California Milk Processor Board/The Milk
  Processor Education Program

46
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
47
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

48
Milk Program elements, contd

• 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

49
Milk Program elements, contd

• 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

50
Milk Ads, Web site Collateral
51
Milk Ads, contd
Who Shot Alexander Hamilton?
52
Milk Campaign Results

• 90 awareness of tagline in the U.S.
• Campaign credited with turning around the sales
  of milk
• Tagline licensed to dairy boards across U.S.
• Other groups have capitalized on popularity of
  slogan for own use
• Licensed to a number of consumer goods even
  Barbie
• Numerous awards
• got milk? the 1 most influential tag line
  since the advent of television

53
Milk - Looking Back

• Member backlash
• Ubiquity of brand
• Snowclone effect

54
National
55
Plastics Make It Possible American
Plastics Council (APC)
56
Situation Analysis

• Decreasing market share
• Rise in environmental activism
• Advertising not effecting change
• Increase in negative public perception
• 78 of the U.S. public felt plastic harms
  the environment
• Nearly 40 of consumers avoided buying products
  packaged in plastic

57
APC Program Elements

• Goal Stop the decline in consumer attitudes
  toward plastics and turn it around into a
  positive industry image
• Strategy emotional appeals that focus on
  benefits that plastics bring to everyday life
  (especially in the realm of healthcare)

58
APC Program Elements, contd

• Timeline First ads aired in 1993 and campaign
  continued until 2005
• Budget 250 million
• Measurements
• Quantitative benchmarks
• In-depth interviews (IDIs)
• Tracking studies

Above Hands print ad
59
APC Program Elements, contd

• Tactics Print, radio, online and TV ads
• Ads drove home emotional appeal
• Updated web portal

There was a lot of pressure for deselection and
a lot of guilt for the public in using plastics
The campaign was to assuage that by showing the
benefits of using plastics - Steve Gardner,
American Chemistry Council
60
APC Campaign Results

• The benefits of using plastics outweigh the
  negatives increased by 14 percentage points
• Number of bills in state legislature decreased
• Equity of plastics leveraged in American
  Chemistry Councils essential2 campaign
• Provided a framework for management of new issues
• Transfer to use of plastics in new product areas
• Award winner for research

61
American Chemistry Council (ACC)
62
Situation Analysis
Jack Gerard wants the public to understand
that chemicals is a 500 billion industry,
directly employing 885,000 people. The lack of
awareness of the industry's importance to
people's health and welfare, he says, is partly
responsible for its inadequate clout in
Washington. -- Judy Sarasohn, Oct. 2005

• Internal restructuring
• Inside the beltway position
• Success of
• Plastics Make It Possible
• Little understanding
• of industry
• Post 9/11 security

63
ACC Program Elements

• Goal Reach employees, people who live in
  communities where production is located and
  policy makers on contributions of industry

64
ACC Program Elements, contd

• Strategy Rollout "essential2," an integrated
  campaign which illustrates the contributions to
  society and industry transparency

65
ACC Program Elements, contd

• Timeline Kicked off in Oct. 2005 and ongoing
• Budget 15 million in first year (ads 70)
• Subsequently 20 million/year

Chemistry Council's 'Essential' Campaign Is
Designed to Win Clout for Plastics By Judy
Sarasohn October 6, 2005
66
ACC Program Elements, contd

• Tactics
• Advertising
• Launch event with select CEOs
• Second launch on the Hill
• Thought leadership
• Employee video and online ambassador kit
• Web site construction
• Interactive elements, such as plant tour
• Updated e-commerce platform
• Media relations
• Pitching around holidays

67
ACC Print ads
68
ACC Campaign Results

• Earned media coverage up 210 percent
• CNBC, CNN and Bloomberg hits
• Increased Web site traffic
• Increased questions from public via email
• 20,000 employees viewed video

69
Freight Rail Works
Association of American Railroads (AAR)
70
Railroads Roll With a Greener Approach May 29,
2008
Railroad companies, long a target of
environmentalists who blame them for everything
from deforestation to toxic spills, are marketing
themselves as the ultimate eco-friendly,
low-fuel-consuming industry.
71
Situation Analysis

• Outdated perception of railroads
• When people think about railroads, they think
  theyre old and they dont use modern technology.
  They think of it as a staid industry.
• -Kelly Donley, manager of Freight Rail Works
• Gas prices create opportunity to position rail as
  freight alternative
• Increase in weight and truck size could mean 7
  billion loss in revenue for railroads
• Competing green campaign by American Trucking
  Associations

72
AAR Program Elements

• Goal Position railroads as the preferred way to
  transport goods across the U.S.
• Strategy Use themes of Americana and focus on
  highway congestion/green alternatives to driving
  to deliver positive messages regarding freight
  rail
• Messages Ability to move one ton of freight 423
  miles on one gallon of fuel freight rail is
  environmentally more responsible relieves
  highway congestion and it plays an indispensable
  role in the global and national economy.

73
AAR Program Elements, contd

• Budget Unavailable
• Timeline Began in early 2003
• Tactics
• Advertising TV, radio, print, Internet and
  outdoor
• Customized ads for each market
• Viral marketing via YouTube
• State-specific campaigns
• Information on how to get involved, activites

74
AAR Program Elements, contd

• Tactics
• Robust Web site
• Interactive elements
• Houses all radio, print, TV ads
• Micro sites for each state

75
AAR Customized campaigns
76
AAR Ads
77
AAR Campaign Results

• Campaign relatively new
• AAR conducting its own benchmarking
• Could experience reputation rub-off
• Conflicting reports in the media
• AP story re congestion solutions

78
Specialized
79
Society Of Actuaries
80
Situation Analysis

• Opportunity for positioning
• Businesses confronting complex risks
• Part of larger organizational initiative

"Narrow and technical." Too often, that's the
employer's perception of the actuary, according
to research conducted by the Society of Actuaries.
VS.
The New Actuary
81
SOA Program Elements

• Goals
• Create a more dynamic and relevant image in the
  minds of the employers
• Build a vibrant, new image within the profession
  itself
• Create a sustainable program that builds on each
  success.

82
SOA Program Elements, contd

• Strategy Launch an integrated campaign based on
  Risk is Opportunity. with an internal focus
• Budget Unavailable
• Timeline TBD
• Tactics
• Multimedia launch event
• Speakers Bureau
• Desk side briefings
• Print ads

83
SOA Ads
84
SOA Program Elements, contd

• Tactics
• Member outreach Living the Brand
• Image Advisory Group
• Workship for ambassadors
• Web site overhaul
• Career-enhancing materials
• Posters
• Video Series

Its also important for each of us to assume the
role of brand ambassador. Each of us needs to
convey compelling messages about what actuaries
do and how we add value to an organization and
society at large. SOA Web site
85
SOA Living the Brand
Above Actuary Cocktail served at SOA Annual
Meeting Top Left A thirst for branding Bottom
Left 14 Months of Actuaries
86
SOA Posters
87
SOA Campaign Results

• 175 high-profile placements
• 160 million media impressions
• Favorable member feedback
• 91 tagline recognition
• Award winner
• Corporate Branding Campaign of the Year
• Best Branding and Reputation Campaign

88
Wrap Up
89
Wrap Up

• Variety of campaigns
• Inside the Beltway
• Check-off
• National
• Specialized

90
Wrap Up, contd

• Overarching themes
• Definition of a brand
• Use of brand ambassadors
• Drawbacks
• Successes