PR Video Case Study

The National Geographic Society’s mission is to “inspire people to care about the planet.” It is known to be one of the largest non-profit organizations that concentrates on science and education. Through its documentaries, photographs, magazines and campaigns, they bring awareness to geography, archaeology and natural science, the promotion of environmental and historical conservation, and the study of world culture and history. They started the “My Wonderful World” campaign in an attempt to increase global knowledge among young people, whether at school, at home, or in their community. Their related video advertises just that.

It starts out by questioning viewers, engaging them and catching their attention right away. Catch words are used such as “economic powers,” “children,” and “world.” This already provides an understanding of National Geographic’s desire for children to be globally aware now to be better prepared adults. The planet Earth is centered and slowly becomes the eye of a child, meaning that is where it all starts. Then, while a soothing yet serious voice talks about the campaign, an array of landscapes, people, and situations are displayed. The video is a simple montage, yet is an appropriate choice as it exemplifies National Geographic’s picture expertise. It also shows they use that said expertise to accomplish something worthwhile. The message of making education a priority is constantly portrayed in the video, and targets children, parents, educators, and supporters of education. It has been effective, as 80,000 people already joined the campaign, and this ad has won two prestigious media industry awards: the Aurora Award and the Cine Golden Eagle. The video ends with child, to conclude that children’s knowledge is the answer to our future. The last image of a spinning globe in a fingerprint pattern symbolizes global connectivity and is an encouragement to maintain it.

The Bureau of Educational and Cultural Affairs is an organization committed to promoting mutual understanding, and it sponsors National Geographic in their campaign. One of their own programs is the Fulbright, which provides scholarships to graduating college seniors, graduates, young professionals and artists to study, research, or teach abroad. Not only do they experience immersion in a foreign country, they also gain awareness of their own from abroad. Thus, they become citizens of the world and are better prepared to face its future social, educational, and cultural changes.

Their official video portrays their goals and motivates viewers to take part in the Fulbright. Similarly to National Geographic’s video, Fulbright’s starts with a globe, which becomes a constant symbol throughout. It is constructed as a chronology, starting with its creation by James William Fulbright who got the idea after exploring Europe and meeting different people. It qualifies the program as fostering global understanding in response to global issues. It lists involvement areas such as the environment, food, health, and education to target people with various interests. It also lists alumni’s post-Fulbright activities as scientists, educators, artists, and business-related to again appeal to people with different aspirations. Towards the end, the Fulbright logo is zoomed in as if staring at the viewers, and the words “peaceful prosperous world” leave them with hopeful thoughts that will give encourage them to take action.

This video is business-casual, thus making it effective and attractive. The content is less formal yet complete. Every key component is circled, referring back to the globe’s shape and demonstrating consistency and unity (it is perhaps a hypnotic strategy…). The graphics are simple and to the point, the goal being to connect to more people. While National Geographic's video is more appealing to the eye and shows the viewers the world's endless wonders and opportunities, the Fulbright's is more practical and ignites the viewers to get involved. 

Ben & Jerry's Social Media Strategy Case Study

Along with Starbucks coffee and Trident gum, another staple in a young adult’s life such as mine is Ben & Jerry’s Ice Cream. We are young enough to still get away with having some Chunky Monkey for dessert, and old enough to pick flavors such as Rum Raisin and White Russian. A study found that marketers’ target audiences are becoming more interested in online content rather than traditional media. They are known as Gen C, and their main attribute is that they strive for engaging conversations within their digital lifestyles. In the case of Ben & Jerry’s, Gen C should be satisfied as they got it right throughout their social media platforms.

With over seven million likes on their Facebook page, Ben & Jerry’s is clearly the most “liked” among its fellow ice cream competitors. They use their page for new wacky flavors announcements, free ice cream giveaways, and events information. They talk directly to their followers, which allows two-ways interactions and constructive feedback. Also, as social responsibility is built into Ben & Jerry’s mission statement and is an important part of their brand, they incorporate it in their social media. For example, they actively celebrate the month of October, not just because it is my birthday month, but because it is fair trade month.  This lets the customers (especially the activists at heart) know that Ben & Jerry’s cares that the global economy is serving people, and not the other way around. They sometimes target specific demographics, such as college students during the Ben & Jerry’s Fairtrade photo contest (in which Rollins got fifth place!), and gays and lesbians with their Hubby Hubby and Apple-y Ever After flavors.

If we take a look at Ben & Jerry’s Twitter presence, it is again in the lead with an average of 18 retweets and over 100,000 followers. On this platform, the primary aim is to engage with the followers. The Tweets ask them questions, the statuses update them by the medium of humorous stories, and that results in followers’ feedbacks and ideas. Ben & Jerry’s also demonstrates flexibility and versatility, therefore it wouldn’t be unusual to see a tweet supporting the Read for the Record program, followed by one committing to buying fair trade, and one offering free ice cream (#OMGFreeBenJerrys). Throughout their tweets, their messages are consistent and genuine, which shows that they stay true to themselves and do not try to dupe their followers.

Lastly, Ben & Jerry’s recently launched their “City Churned Flavors” campaign, aiming for the residents of New York, Washington D.C., Portland, San Francisco and Seattle to come together and create a unique flavor representing their city. Thus, this appeals to people with a sense of community and humor. While I applaud Ben & Jerry’s for continuously coming up with new ways of involving its customers in the creation of innovative flavors, it has to make sure to keep its professionalism and not become too informal with its audience (Schweddy Balls flavor and Wanna Spoon? App).  

Via their social media, Ben & Jerry’s is able to appeal to many demographics. Whether you are a child (lucky you, you don’t need to justify yourself), a health-conscious mother, an environmentalist, a farmer, or even a cow (props to you for reading my post), Ben & Jerry’s has a flavor waiting for you. The question is what are you waiting for?

Trident's Website Strategy Case Study

Site Map by Diana

Trident's user-friendly site map  
 

After reading my Starbucks post, you ran out to purchase a Pumpkin Spice Latte, no? It is the season… Regardless of if you just drank coffee, ate onion, or didn’t brush your teeth (which you should), Trident is here for you! Like coffee, it is a must. Whether to pass time, for a fresh breath, or because someone offered one, I chew Trident on a daily basis.

Trident's website logo

The opening quote on Trident’s home page says it all: “Do not open around friends, family, and the neighbors down the street. They’ll all want a piece.” This slogan already intrigues, making you wonder what about this gum are you missing out on. It’s time to get personal as you scroll through all the colorful and attractive flavors, conveniently organized “for every occasion:” Trident Layers, Trident Vitality, Trident Extra Care, Trident White, Trident Splash, and Trident Long Lasting. Each of the “more info” tabs includes a humorous note related to its flavor (similar to Dove’s sayings). For example, children might choose the Orange Swirl as it takes you on a “merry-go-round for your mouth,” women the Zen as it “helps locate your inner chi,” and manly men the Xtra Care as it “swears allegiance to your mouth” with its “electric force.” The Vigorate might suit you before an important meeting as it “makes you want to high five everyone.” Lastly, if you prefer the whitening benefits, choose the Wintergreen to have “snowflakes whiten your teeth.” This strategy is clever as it helps a simple product appeal to many different demographics, each with their own needs, age, and mood. 



One of Trident's many humorous notes...who knows where this gum will take you?

The FAQ tab is a good strategy as it answers useful questions that may have previously restrained you from buying Trident gum. It includes its amount of carbohydrates, sugar, calories, whether or not it is gluten free, kosher, etc. This appeals to people who care about those details when purchasing gum. Whether you are on a diet, want to be aware, a gluten-intolerant, or a mother looking out for your children’s cavities, we all have reasons. Regarding the White line, the facts say two pieces four times a day for four weeks can result in stain reduction. This strategy clearly pushes consumption, as the gum intake needed per day/per week is a lot compared to the amount in one pack. Stating stain reduction (not removal), and emphasizing regular chewing, hints that more gum helps for optimal results. Lastly, some flavors are ADA Accepted, meaning they are safe and effective for your teeth. Now that all questions are answered, no excuses to not chew Trident!

The third main tab is about Trident’s partnership with Smiles Across America, an Oral Health America Program, whose goal is to educate unprivileged children about teeth protection. This might impress mothers, teachers and dentists, who would be more inclined to buy this “humane” gum. Their slogan “Smiles are what we love. Helping to protect them is what we do,” takes this gum company to a whole new level. It is it there for you when you need a laugh, a fresh breath, less stains, something to offer to someone you flirt with, and it cares about children. Definitely offer some Trident to your in-laws to impress them… 

The main tabs

Lastly, the most notable smaller tabs are the links to Facebook, YouTube, Flickr, and twitter, as they target a modern crowd that surfs the internet and uses social media platforms to stay connected.

Everyone has time for a few laughs:

Starbucks Case Study

I laugh at my father when he spends more on one French Evian water bottle instead of a twelve-pack of Publix ones, as I am not a walking brand. I am a big coffee drinker, therefore I can’t be picky when it comes to my morning coffee. Coffee is coffee. However, I am not opposed to having Starbucks coffee if I come across one.

Starbucks logo through the years

The Starbucks Corporation is an American global coffee company that is dedicated to “inspiring and nurturing the human spirit. One person, one cup, and one neighborhood at a time.” It is committed to serving the finest coffee and creating an exceptional customer experience. While this is poetic and touching, let’s look at how this brand made a name for itself, stole millions of customers’ palates, and is one of the world’s Top 50 most innovative, ethical, and sustainable companies.  

Starbucks opened its first store in 1971 in Seattle, Washington. After Howard Schultz bought the brand in 1987, it expanded throughout the United States and overseas, and rebranded many existing coffee companies into its own. Still, it had to stand out next to many other competitors out there. As the Internet is an indispensable (and inexpensive) communication tool, in 2008, the community website “My Starbucks Idea” was launched to obtain customers’ feedback and suggestions. Exchanges on various topics such as ads, food, and store atmosphere make it an interactive and proficient communication. Of course, Facebook and Twitter have also joined the party and promote new products, offer online coupons, and are platforms for real-time customers feedback as well. In addition, a loyalty program was made available, and enables free access to WIFI thanks to partnerships with AT&T and Yahoo! In 2012, Starbucks and Duracell partnered to test Powermat charging surfaces on Starbucks’ tables in Boston, which add the "eco-friendly" and "responsible" qualities to the brand.

Now in 61 countries, Starbucks is a globally present brand. In 2010, it partnered with Southern Sun Hotels South Africa in time for the 2010 FIFA World Cup, to reach traveling customers as well as sports-fanatics. Then, its partnership with Royal Caribbean International allowed the first Starbucks at sea (the siren logo makes more sense now, no?).

Another notable partnerships is with Apple on the “coffeehouse experience.” Since 2006, the iTunes Store has a Starbucks Entertainment area with songs similar to those playing in the stores, making a simple trip to Starbucks an emotional and memorable experience. To take new media even further, some stores have LCD screens displaying songs information available for purchase. In 2007, Starbucks initiated the "Song of the Day" and "Pick of the Week" promotion for free song downloads, and developed its own retail music concept: Hear Music. Last but not least (yet expected at this point), the iPhone App Store has a Starbucks app…shocking.


Convinced?

Intimidated?

In terms of the “4 P’s” of marketing, Starbucks got it right.
The Product is simple: coffee. Yet, it comes in sizes Short, Tall, Grande, Venti, and Trenta for the thirsty coffee-addicts.
The Price is similar to competitors’, but stresses the quality and experience that goes with it. In a way, you get more for what you pay.
The Place is everywhere. Whether it’s at the corner of your street, in a pedestrian’s hand, or on TV, you can’t miss it.
Lastly, the Promotion is through a combination of traditional media for credibility and new media for innovation, and by partnering with marketing monsters, Starbucks is able to perfect its brand identity and connect with a worldwide public. Ill drink (coffee) to that, Starbucks!

Both?



Business Card Brainstorming

I know that having a business card with a black background is typically not suggested...and of course the first one I find that I am interested in has one. I like this one because it has the world map on it, yet it isn't too busy. It hints to an international and open-minded person, which I like to think I portray. Also, the text is centered and simple, and the font is thin, clean, and elegant. The color accents add to the card, and because they are bright and fun colors, they stand out and liven up the card.

The second business card I found is this one. Since I do not own a business, I wouldn't want a logo too specific that could mislead people on what my occupation is. I like the colored squares because they add some color, act as a little border, and are not a crazy design. I would change the pastel colors to more solid colors though, as think they would make the card a little more "grown up." I had a hard time choosing between this business card and this one. They both have their design on one side, and I really like that "D" written in that font (which I have a hard time doing myself...). However, I would change the gray background to white and the black font to white. 

The business card I like the most out of the three is this one.

Again, I did not do it on purpose, but it has a black background as well. However, I could settle for a white background, because it is the font and the size of the card that I like more than anything else (the rest of the contact information is on the back). I think the handwritten font with no capital letters could make people think of a dynamic young adult starting in the workforce. It isn't childish either, so it shouldn't give off the vibe of someone inexperienced. Also, the size and shape of the card make it modern and interesting. If I stuck with the black background, I would probably want the writing to be a in a bright color (such as one from the first business card), but if it was white I would leave the writing black.

Blog Post 1: A brand still in the making

Everyone, meet my "brand."

I spy a Frenchie in a fast-food

A main aspect of my identity is my biculturalism. I grew up in Paris, France, and Europe is a mosaic of countries each with its own traditions and lifestyles that I’ve been exposed to during school and family trips. When I had to decide on a college, I was determined to study in the United States to satisfy my "brand's" curiosity and need for adventure. Before moving to the other side of the pond, I was apprehensive about this different culture, as I may have had a few stereotypes in mind...which I was also subject to! Just to clarify, French women shave their armpits, we don't hate Americans, and we don't always eat cheese and bread (although that's debatable). I am thankful to say I have found my place here (I even started celebrating Thanksgiving), and have made close friends to whom I'm known as "Frenchie," "French Fry,"  or "French Toast." Remaining European at heart but adaptable, I have developed a relationship with change and diversity, which enables me to relate to many demographics.

Proud to be a Rollins Tar!

I am a people-person. At Rollins College, I participated in its student life as a Peer Mentor, as an assistant in the Office of Involvement and Leadership and as Student Government Cultural Relations Chair. Rollins is a small college, yet its unique students represent countless different demographics. Depending on the group I am in, I can act as a wise Senior comforting nervous Freshman, I can relate to world-travelers, I can be frustrated about getting an A- instead of an A, or I can simply power-nap with my roommate because of a previous all-nighter (that said, bad idea).

My compassionate personality was also shaped by two field study trips abroad in 2012, one in Thailand and one in South Africa, where I gained an understanding of the world and its complex problems in education, health care and human rights. I’d like for people to look at and listen to my experiences for them to be socially aware and open to the rest of the world too. I’ll allow some Facebook-creeping, as there are many pictures from those trips on my page. For the thrill-seekers like me, I can also share tips on shark cage-diving and mountain climbing.

Who knew these cheeks would help?

During the Fall 2012, my “Study Abroad” at American University helped me develop my leadership and organizational skills. Along with lectures by high-profile speakers, I interned at the Meridian International Center, where I coordinated cultural, educational and social events for diplomats and ambassadors. Being 5’2 and still having baby cheeks can sometimes hinder my credibility, but don't be fooled by my "brand"  as it is mature when it needs to be. On the same note of hidden maturity, a fun fact about me is that I listen to oldies music, love cross-word puzzles, and struggle with technology...my friends are convinced there is an old soul in me.

This past summer, I noticed conflict in my “brand.” I was a Vacation Planner for Universal Orlando, and our goal was to increase revenue by enhancing guests’ vacation packages. While this was an enriching opportunity in sales and marketing, I didn’t want to be a typical “saleswoman.” I strive to build trust with people I meet by being genuine and consistent. Thanks to that, I received many great tips from guests if I visit their country…an around-the-world trip might have to happen!
 

Brought to you by Diana’s “brand.”

Hi, my name is Diana. I am originally from Paris, France, but I attend Rollins College in Winter Park, Florida. I am a Senior majoring in Communications and Spanish...in May 2014 if all goes well! I enjoy traveling, swimming, playing piano, and cooking (as a good French, I can make you crepes anytime). Not sure what I will be doing after graduation, but my last internship at Universal Orlando helped me discover the Marketing field...who knows?



Oh, Rollins.