Monday, February 28, 2011
Is James Franco's hosting of the Oscars a new crisis case study?
From the line in the play Do the Hustle by Brett Neveu (World premiere at Writer's Theater this evening): "In life there are cons and targets". I'm a target lately. Was Oscar nominee and host James Franco stoned on global TV? http://bit.ly/f0vwGz, The fact that a bunch of 50-60 year old professionals could not figure out why Franco was doing such a bad job as Oscar host suggests the incident (and defense) should be a case study for our book chapter on crisis management. It should also be used for the crisis class taught at my school. The instant defense of Franco during the same evening is more drama. If this group of professionals who hire and admit each next generation of professionals can't figure it out, I wonder what hiring and supervisory skills we really possess.
Tuesday, February 22, 2011
Titles you may search in PR
I thought I would share with you the titles and searches that have expired from a confidentially posted list. Many of them would rely on a headhunter (the company pays but a headhunter you know or knows you. I know that headhunters search for opinion leaders in our field who might have published in trade, professional magazines or journals. They may have also published in books like The Handbook of Strategic PR and Integrated Communications, McGraw-Hill late Fall new issue 2011!
Dec. 8, 2010 Banks Communications Consultant 5
Nov. 12 , 2010 Insurance Communications Consultant (3)
Nov. 12 , 2010 Electronics Temp Director, Internal Communications
June 23, 2010 Insurance Director, Enterprise Communications
May 12, 2010 Candy Crisis Communication Manager
May 12, 2010 Candy Corp.Affairs Director North America Segment
May 12, 2010 Candy Corporate Affairs Internal Comms Manager
Jan. 15, 2010 Defense Director I,PR International Communications
Jan. 6, 2010 Retail Director of Digital Communications
Dec. 22, 2009 Retail Director PR and International Communications
Nov. 16, 2009 University Open Rank Faculty Position
Oct. 6, 2009 University Dean
Aug. 27, 2009 Paper Products Director of Corporate Communications
Dec. 8, 2010 Banks Communications Consultant 5
Nov. 12 , 2010 Insurance Communications Consultant (3)
Nov. 12 , 2010 Electronics Temp Director, Internal Communications
June 23, 2010 Insurance Director, Enterprise Communications
May 12, 2010 Candy Crisis Communication Manager
May 12, 2010 Candy Corp.Affairs Director North America Segment
May 12, 2010 Candy Corporate Affairs Internal Comms Manager
Jan. 15, 2010 Defense Director I,PR International Communications
Jan. 6, 2010 Retail Director of Digital Communications
Dec. 22, 2009 Retail Director PR and International Communications
Nov. 16, 2009 University Open Rank Faculty Position
Oct. 6, 2009 University Dean
Aug. 27, 2009 Paper Products Director of Corporate Communications
Guest Blog on Culpwrit Blog February 22, 2011
Prof Offers 20 Tips to Land Internships Reprinted from www.culprit.com
February 22nd, 2011 · 1 Comment
Clarke Caywood
As a teacher I have spent 20 years helping hundreds of graduate students secure over $3 million in tuition and fees from companies, agencies and NGOs. Through this experience of matching students with organizations, I have learned a few lessons that might help students and teachers work as teams for securing residencies as we call them.
1. Contact the human resources department or internship program directors, but personal contacts with professionals in the field are critical.
2. Use Linked-In, professional association memberships, class speakers and other contacts.
3. Write finely honed resumes, Linked-In and Facebook listings of client-based projects from courses, summer internships and previous work experience.
4. Give the company a choice of candidates (but not too many) since using resumes will make the process manageable for them and the internship team (professor and student).
5. Rely on experienced staff with relevant contacts at the university who can manage the critical details that professors seem to lose track about.
6. Build a website about the program and maybe an old fashioned brochure to allow the agency, company or NGO to show the quality of the school program to others.
7. Produce a strong video interview on YouTube, Yahoo video or Flickr as a link.
8. Use interview skill training for internship candidates.
9. Academic credit can be helpful if the professor is involved for a syllabus of expected work to evaluate the internship and intern.
10. In school-managed programs students should agree to go to the first company choosing them to avoid traditional market job competition.
11. Students should only apply and be matched to organizations that they are willing to work for.
12. For 10 weeks students should expect to work like any other employee without special requests for summer time off, weddings, etc. Work early and work late to show your willingness and passion to solve the organization’s problems.
13. Having a job description prepared by the faculty and team in advance will allow the student to get to work more quickly.
14. Treat all staff including administrative assistants with great respect–they can facilitate your productive time.
15. Seek out mentoring and learn about the organization over cups of coffee on a break or modest lunches.
16. Be prepared to do more than the assigned work when they find out you are not the typical intern even if you think you might not want to work there.
17. Plan the end of the internship carefully so that you don’t leave any work undone.
18. After you return to school send your contacts an occasional article or reading from your courses that might interest them and keep them aware of your pending graduation date,
19. Write a paper on your experience and use of course knowledge for internship credit or for publication in a trade journal.
20. When you have established your career reciprocate with internships for the next generation! Finally, I don’t believe in in “free” internships. Any company or agency can afford to pay some amount to at least cover your expenses. School programs should include securing payment for at least the course tuition. Good luck!
Clarke Caywood is Director of the Graduate Program in Public Relations in the Medill Graduate School at Northwestern University where he teaches crisis management, communications management, marketing and public relations.
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Tags: Advice from a Pro · Guest Post · Job Search
1 response so far ↓
*
1 Jesse Davis // Feb 22, 2011 at 11:08 am
To start this is some great information. However, I am a college senior majoring in public relations and I am currently looking for an internship. I have been rather successful in finding the right person to talk to or take out to coffee, but I don’t know how to begin a conversation with them without looking like all I want is a job. Do you have any advice to begin to ask people if they are willing to take time out of their day to have a conversation about their job?
Another question I have is that I really like the idea of a YouTube interview video to separate myself from the rest of the applicants, but how creative or casual should you get with the video to show personality while maintaining a professional image?
Thanks for posting this blog!
*
2 Clarke Caywood, Ph.D. // Feb 22, 2011 at 12:53 pm
Jesse thanks for being alert to this important blog site. Watch my Twitter site for more clues about PR at IMCPROF. People in our field seem naturally inclined to help mentor the next generation. As long as you are respectful in your request, ask interesting questions (based on your classes and readings) most PR pros will try to be helpful. The creator of this blog, Ron Culp, taught me that meeting young professionals pays off in the long run as you may have an opening for them at some point in the future. They know you want a job or internship. You know they know so just be transparent. “Do you have an opening or can you help advise and direct me toward a career in PR?" is a fair question. On Flickr or YouTube (other sites as well) I would use a digital image, on a tripod (to avoid Blair Witch Project look) with a friend (swap out). Casual but not sloppy is fine, look into the camera and say something interesting about yourself and something interesting about the field from your studies. You might mention your findings on a class project for a client. 3 minutes is enough. You might rotate the video or have two titled for a choice. See IMC residencies on YouTube though they are bit dated. Good luck!
February 22nd, 2011 · 1 Comment
Clarke Caywood
As a teacher I have spent 20 years helping hundreds of graduate students secure over $3 million in tuition and fees from companies, agencies and NGOs. Through this experience of matching students with organizations, I have learned a few lessons that might help students and teachers work as teams for securing residencies as we call them.
1. Contact the human resources department or internship program directors, but personal contacts with professionals in the field are critical.
2. Use Linked-In, professional association memberships, class speakers and other contacts.
3. Write finely honed resumes, Linked-In and Facebook listings of client-based projects from courses, summer internships and previous work experience.
4. Give the company a choice of candidates (but not too many) since using resumes will make the process manageable for them and the internship team (professor and student).
5. Rely on experienced staff with relevant contacts at the university who can manage the critical details that professors seem to lose track about.
6. Build a website about the program and maybe an old fashioned brochure to allow the agency, company or NGO to show the quality of the school program to others.
7. Produce a strong video interview on YouTube, Yahoo video or Flickr as a link.
8. Use interview skill training for internship candidates.
9. Academic credit can be helpful if the professor is involved for a syllabus of expected work to evaluate the internship and intern.
10. In school-managed programs students should agree to go to the first company choosing them to avoid traditional market job competition.
11. Students should only apply and be matched to organizations that they are willing to work for.
12. For 10 weeks students should expect to work like any other employee without special requests for summer time off, weddings, etc. Work early and work late to show your willingness and passion to solve the organization’s problems.
13. Having a job description prepared by the faculty and team in advance will allow the student to get to work more quickly.
14. Treat all staff including administrative assistants with great respect–they can facilitate your productive time.
15. Seek out mentoring and learn about the organization over cups of coffee on a break or modest lunches.
16. Be prepared to do more than the assigned work when they find out you are not the typical intern even if you think you might not want to work there.
17. Plan the end of the internship carefully so that you don’t leave any work undone.
18. After you return to school send your contacts an occasional article or reading from your courses that might interest them and keep them aware of your pending graduation date,
19. Write a paper on your experience and use of course knowledge for internship credit or for publication in a trade journal.
20. When you have established your career reciprocate with internships for the next generation! Finally, I don’t believe in in “free” internships. Any company or agency can afford to pay some amount to at least cover your expenses. School programs should include securing payment for at least the course tuition. Good luck!
Clarke Caywood is Director of the Graduate Program in Public Relations in the Medill Graduate School at Northwestern University where he teaches crisis management, communications management, marketing and public relations.
* Share/Bookmark
Tags: Advice from a Pro · Guest Post · Job Search
1 response so far ↓
*
1 Jesse Davis // Feb 22, 2011 at 11:08 am
To start this is some great information. However, I am a college senior majoring in public relations and I am currently looking for an internship. I have been rather successful in finding the right person to talk to or take out to coffee, but I don’t know how to begin a conversation with them without looking like all I want is a job. Do you have any advice to begin to ask people if they are willing to take time out of their day to have a conversation about their job?
Another question I have is that I really like the idea of a YouTube interview video to separate myself from the rest of the applicants, but how creative or casual should you get with the video to show personality while maintaining a professional image?
Thanks for posting this blog!
*
2 Clarke Caywood, Ph.D. // Feb 22, 2011 at 12:53 pm
Jesse thanks for being alert to this important blog site. Watch my Twitter site for more clues about PR at IMCPROF. People in our field seem naturally inclined to help mentor the next generation. As long as you are respectful in your request, ask interesting questions (based on your classes and readings) most PR pros will try to be helpful. The creator of this blog, Ron Culp, taught me that meeting young professionals pays off in the long run as you may have an opening for them at some point in the future. They know you want a job or internship. You know they know so just be transparent. “Do you have an opening or can you help advise and direct me toward a career in PR?" is a fair question. On Flickr or YouTube (other sites as well) I would use a digital image, on a tripod (to avoid Blair Witch Project look) with a friend (swap out). Casual but not sloppy is fine, look into the camera and say something interesting about yourself and something interesting about the field from your studies. You might mention your findings on a class project for a client. 3 minutes is enough. You might rotate the video or have two titled for a choice. See IMC residencies on YouTube though they are bit dated. Good luck!
Saturday, February 12, 2011
Happy Birthday Abe Lincoln.
"If I were to try to read, much less answer, all the attacks made on me, this shop might as well be closed for any other business. I do the very best I know how – the very best I can; and I mean to keep doing so until the end. If the end brings me out all right, what is said against me won’t amount to anything. If the end brings me out wrong, ten angels swearing I was right would make no difference.” by Abraham Lincoln (February 12, 1809 – April 15, 1865)
Also quoted by my first boss - Wisconsin Governor Warren P. Knowles (1969) and his Executive Assistant Paul Hassett in a printed card used in the office durng tough times with the legislature, press and other stakeholders. I still have the card that was printed by the office to remind the small staff that we had to persevere when we knew we were right. The quote still gives me courage to "to do the very best I know how" regarding matters of academic and personal freedom, the celebration of democracy for our nation, the sanctity of the university and education, the intellectual growth of my students, the protection of my faculty colleagues from injustice and the health and welfare of my family. Thanks, Abe!
Also quoted by my first boss - Wisconsin Governor Warren P. Knowles (1969) and his Executive Assistant Paul Hassett in a printed card used in the office durng tough times with the legislature, press and other stakeholders. I still have the card that was printed by the office to remind the small staff that we had to persevere when we knew we were right. The quote still gives me courage to "to do the very best I know how" regarding matters of academic and personal freedom, the celebration of democracy for our nation, the sanctity of the university and education, the intellectual growth of my students, the protection of my faculty colleagues from injustice and the health and welfare of my family. Thanks, Abe!
Monday, November 22, 2010
Someone asked where do IMC students go after graduation?
IMC (Advertising Department) used to send almost 100% of the graduates in the late 1980s and early 1990s to marcom agencies advertising, PR and direct marketing. When these firms were merged under holding companies they still hired out students in IMC but also hired MBAs for the corporate offices.
After teaching MBAs for over a decade I found that they would and could work in any industry doing almost anything. Look around your office or room and ask if you are willing to sell anything you see and work for a firm that sells it. The inclination may define an some of the 265,000 MBAs who graduate each year. There are two attactions to hiring IMC students: 1. they use communications as a primary and unique strategic advantage to conduct business. 2. they like to work in the communications industry (agencies, media, publishing).
The 15 month degree is also a bit cheaper than some private school MBAs. All individuals considering graduate should seriously consider "running the numbers" or calculating the return on investment of the degree. You will need to search this blog site for help but also ask the schools 1. all direct costs (tuition, books, travel for classes) 2. housing costs in area as more or less costly than your current costs, 3. estimate loss of income from leaving work to return to school, not working while in school and how long it takes to find a job after graduation (a serious issue in this economy since it can be 6 months or more). What is the cost of borrowing and finally what will be the estimated increase in your salary based on earning a new degree (demand details here). Naturally you can add less economic factors like the value of pride of a graduate degree, meeting your life partner in school, taking time off from work, etc. But, please run the numbers to show that you are a business person with your own decisions.
However, at NU IMC students are educated and trained to be able to apply their in-depth knowledge of communications which is not taught in MBA prograsms to any type of company in B2B and B2C and NGOs and even government. They work in "marketing services", public relations, employee relations, branding (with some distinctions), investor relations, issues management and strategic planning and more.
While many MBAs are hired to work in brand management in consumer goods companies; IMC students are better suited to work on communications (rather than pricing, logistics and product issuues) of branding. There is some confusion in this hiring arena by HR professionals since MBAs may have taken only one or even no course on advertising and promotion, no courses on PR, media analysis and none on database customer analysis. Still, MBAs dominate the brand management hiring.
Of course, IMC students are just as entrepreneurial as as MBAs. They are able and willing to form their own companies (usually with a communications advantage). Search for IMC at Northwestern for a more comprehensive insight to the degree.http://www.medill.northwestern.edu/imc/default.aspx. If you want more information on the salaries, employers, careers of IMC students contact the school for details.
After teaching MBAs for over a decade I found that they would and could work in any industry doing almost anything. Look around your office or room and ask if you are willing to sell anything you see and work for a firm that sells it. The inclination may define an some of the 265,000 MBAs who graduate each year. There are two attactions to hiring IMC students: 1. they use communications as a primary and unique strategic advantage to conduct business. 2. they like to work in the communications industry (agencies, media, publishing).
The 15 month degree is also a bit cheaper than some private school MBAs. All individuals considering graduate should seriously consider "running the numbers" or calculating the return on investment of the degree. You will need to search this blog site for help but also ask the schools 1. all direct costs (tuition, books, travel for classes) 2. housing costs in area as more or less costly than your current costs, 3. estimate loss of income from leaving work to return to school, not working while in school and how long it takes to find a job after graduation (a serious issue in this economy since it can be 6 months or more). What is the cost of borrowing and finally what will be the estimated increase in your salary based on earning a new degree (demand details here). Naturally you can add less economic factors like the value of pride of a graduate degree, meeting your life partner in school, taking time off from work, etc. But, please run the numbers to show that you are a business person with your own decisions.
However, at NU IMC students are educated and trained to be able to apply their in-depth knowledge of communications which is not taught in MBA prograsms to any type of company in B2B and B2C and NGOs and even government. They work in "marketing services", public relations, employee relations, branding (with some distinctions), investor relations, issues management and strategic planning and more.
While many MBAs are hired to work in brand management in consumer goods companies; IMC students are better suited to work on communications (rather than pricing, logistics and product issuues) of branding. There is some confusion in this hiring arena by HR professionals since MBAs may have taken only one or even no course on advertising and promotion, no courses on PR, media analysis and none on database customer analysis. Still, MBAs dominate the brand management hiring.
Of course, IMC students are just as entrepreneurial as as MBAs. They are able and willing to form their own companies (usually with a communications advantage). Search for IMC at Northwestern for a more comprehensive insight to the degree.http://www.medill.northwestern.edu/imc/default.aspx. If you want more information on the salaries, employers, careers of IMC students contact the school for details.
What should you ask before returning or entering graduate school?
Questions to ask (some are very sensitive but ask them anyway)
1. placement record and time to secure a job after graduation
2. scholarships or loans (not available for international students)- this will become a serious issue
3. percent of international and U.S. students (too many too few to learn from and what countries).
4. quality of placement (some call it the euphemistic "career planning") to get you a job with the companies and organizations supporting the school.
5. names of contacts of former graduates to hear the good and bad (not a short list of admission department names)
6. what has happened to the international students? Are they working in the U.S., is it even possible, does the school know where they are if they returned to their country.
7. is the program in professional education dominated by recent graduates with little or no work experience. Does this matter to you?
8. is the program a balance of men and women? Does it matter to you?
9. are they too many part-time faculty teaching in the evening (not available for meetings). Should classes be co-taught to get a mix of new research and thinking from doctoral faculty and new experience and contacts from industry faculty?
10. Is a part-time degree the best choice financially and personally to keep your hand in business? Is the return on investment (ROI) stronger?
1. placement record and time to secure a job after graduation
2. scholarships or loans (not available for international students)- this will become a serious issue
3. percent of international and U.S. students (too many too few to learn from and what countries).
4. quality of placement (some call it the euphemistic "career planning") to get you a job with the companies and organizations supporting the school.
5. names of contacts of former graduates to hear the good and bad (not a short list of admission department names)
6. what has happened to the international students? Are they working in the U.S., is it even possible, does the school know where they are if they returned to their country.
7. is the program in professional education dominated by recent graduates with little or no work experience. Does this matter to you?
8. is the program a balance of men and women? Does it matter to you?
9. are they too many part-time faculty teaching in the evening (not available for meetings). Should classes be co-taught to get a mix of new research and thinking from doctoral faculty and new experience and contacts from industry faculty?
10. Is a part-time degree the best choice financially and personally to keep your hand in business? Is the return on investment (ROI) stronger?
Saturday, October 16, 2010
IMC Retail Plan: Research, Plan, Implement and Evalulate
Sample Retail Level Audit of the Brand Image and Performance
Prepared by Clarke L. Caywood, Ph.D. 2010
This task and audit memorandum is designed to apply the experience and thinking of the Department of Integrated Marketing Communications and Clarke L. Caywood, Ph.D. to retail, single site business. Many of the ideas most often applied to larger consumer goods and business to business level companies have been adapted to a retail firm located in a single site. However, the importance of the application of modern marketing practices to strengthen the store and store owner brand is just as important and may be more important since the stakes are relatively higher for the personal success of the business owner. As with any application of strategic thought and tactics; the memo is really a list of hopefully powerful suggestions that may stimulate the owner to devise his own version of his branding strategy.
First, the memo identifies a number of questions that should be answered in the eyes of the business consumer, in this case member or student. The research steps first ask the brander to understand the consumer, the employee, the co-branding partners, the lending institution, the media, community, business organizations and other stakeholders or publics at the retail level. The retail level IMC communication strategy includes these four steps: Research, plan, implementation, evaluation. See attachment for questions asked at each step for high level professional performance. Each step constantly reminds the branding manager to consider the information gathered primarily in step one (research).
Research
Research is important to gather facts, insights, understanding of the consumer, prospective member, and other critical stakeholders who may heavily influence the consumer’s perspective of the quality and importance of the store and owner brand.
1. Run the “Brand contact audit” and take notes. Ask a current, friendly member to walk through with you recording all his/her comments on their impressions starting in the parking lot.
2. Discuss the brand contact ideas from the impressionable consultant:
1. Where do I park, can I park on the side or is that for the restaurant?
2. Where is the gym? I see the sign but I don’t see the windows. Is that the door?
3. Is it safe to enter? I am in 15 feet and I still don’t know if it is really open?
4. “Wow! Look at all those people in the class; it looks great".
5. Is it the right place?
6. Will someone welcome me? Why don’t they notice me?
7. Was there bell that sounded when I entered?
8. Should I leave now?
9. Where do I wait? Where do I sit? Is my car safe?
10. What is going on here? Do they have my centers of interest?
11. Where are the showers, lockers and toilets?
12. Is that coffee or water for me?
13. Do I like the music?
14. Why is the lighting so harsh?
15. Why are the walls so beat-up?
16. I like the wooden and rubber floors.
17. Do they have shower stalls?
18. Should they have more mirrors? I don’t really like mirrors.
19. Will the class welcome me?
20. Where do I put my purse, bag, and coat?
21. Do they have “cubbies?”?
22. How much is it (wall chart)
23. Do they have personal training? Are these the people? Do they have a female trainer?
24. Where are their pictures and credentials?
25. Is it really, really, really clean.
26. Is the science part real? Can I have an article to take home? Do you have a website link on science?
27. More.
3. Audit of all your communications.
1. All printed materials, contracts, brochures, ads, letters, emails, website, billing notices, exercise sheets, directions to the gym, story of the owner, page of valuable links to website to learn, brochure on science testing device and article confirming its validity.
2. Call your store and gather an impression of how this communications works for brand building. Leave a message and check if it arrives in a timely way. Leave a message for specific trainers.
3. Leave a message on your website.
4. List of all “competitors” that you would like to compare yourself to. Other gyms big and little. Churches, schools, other non-gym gyms. Spas. Home exercise equipment stores?
5. List all formal and informal co-branding agreement and actions taken and date of next action.
a. All stores in the shopping mall and across the street, on each corner.
b. Other business partners including hospitals, doctors, dentists, schools, coaches and gym teachers, university Greek and independent houses, bike shops, sporting goods,
Etc. to place your materials and ask for rewarded referrals.
4. Focus groups and other face to face human research – each idea is an option.
1. Run 5 Post class 30 minute discussion with rewards (drawing for a prize)
2. Offer surveys for all visiting with reward (drawing for a prize)
3. Offer a survey on website
4. Email to members a free survey on “survey monkey”
5. Conduct exit interviews of members who have not renewed, have announced they are leaving because of dissatisfaction with service, price or moving from the area.
6. Interviews with customers you know have left due to service complaints in the past 6 months
7. Find and review of stories and any research on gym management and marketing
8. Locate research materials from suppliers (equipment) of their exercise related research.
9. Conduct general government and social research on exercise
10. Review and locate current scientific and supplier data on your scientific testing systems
5. Gather feedback from conferences, events, meetings
1. Data from show sponsors (pre and post surveys, trends, speakers)
2. Data from specific industry booths
3. Collect data on the floor and events of specific interest to your goals and ideas
4. Arrange to run a focus group at event for a free lunch for about 9 people.
5. Interview people watching people running at half marathons, marathons, 5Ks. What would they like to accomplish in the next 6 months to a year? Would they like to participate in the event
6. See questions on the score sheet attached.
7. more
Planning
1. Prepare new product plans that include new audiences identified above and from your own experience and study of competitors
a. Elderly and deals with senior centers
b. People planning to get in shape for an event (party, season, run, family, doctor, trip, etc.)
c. All motivations need to be examined.
d. New equipment ordered or needed to compete (crazy exercise equipment in bike shop)
e. Recent birth mothers with babies in tow
f. Father’s preparing to give away the bride
g. Unemployed professionals who want to look fit, energized and great (team with spa)
2. From the audit above plan to improve the brand contact points
a. Plan specific decorating, remodeling, reorganization and new machines.
b. Use a form to list contact points:
i. List contact point, e.g. front door, front hallway entrance,
ii. List positive or negative impression,
iii. List how important it seems to be to the consumer,
iv. Quote the consumer on if the contact is positive, negative or neutral to them
v. Note improvement s needed on the brand contact point.
3. Use MBO (management by objectives) to plan your statements of success.
a. Mission is your broadest statement of what words represent your reason for being in business and serving others
b. Goals are general statement of what new and continuing actions you wish to do to improve your branding offering. Help recent birth mothers to XXX
c. Objectives are very specific intentions of the plan. By X date, Y person will increase memberships by Z% with a renewal rate of A. The cost of each new member will not exceed $B. Or, By X date, Y person will create a consumer contact database for a cost not exceeding $Z. The database will be used to contact A consumers by B date with offer C. etc.
4. Plan for the personal branding goals of Tony, but plan to improve the store contact points and brand before launching a personal brand to the media or other stakeholders.
a. Conduct a personal brand audit of Tony
b. Develop goals, objectives
c. Devise a list of communication actions that are more personality driven
5. See the questions on the score sheet.
Implementation
1. Develop an 24 month schedule of action (over two budget periods and two seasons)
2. Test and do your marketing product and communication ideas.
3. Be opportunistic but follow the plan.
4. Measure everything
5. Have fun doing it
6. See question on the score sheet
Evaluation
1. Measure everything
2. Take before and after pictures of the store, the owner and the customers.
3. Re-interview members, consumers
4. Redo the brand contact audit
5. Measure and report on all consumer data, finances profits, costs, per customer acquisition costs, lifetime value of the consumer/member, value of leads from co-branders, etc.
6. See the questions on the score sheet
7. More
Rewrite you corporate statements, if needed. Start over.
Clarke Caywood, Ph.D. ccaywood@gmail.com 847 2420901.
Prepared by Clarke L. Caywood, Ph.D. 2010
This task and audit memorandum is designed to apply the experience and thinking of the Department of Integrated Marketing Communications and Clarke L. Caywood, Ph.D. to retail, single site business. Many of the ideas most often applied to larger consumer goods and business to business level companies have been adapted to a retail firm located in a single site. However, the importance of the application of modern marketing practices to strengthen the store and store owner brand is just as important and may be more important since the stakes are relatively higher for the personal success of the business owner. As with any application of strategic thought and tactics; the memo is really a list of hopefully powerful suggestions that may stimulate the owner to devise his own version of his branding strategy.
First, the memo identifies a number of questions that should be answered in the eyes of the business consumer, in this case member or student. The research steps first ask the brander to understand the consumer, the employee, the co-branding partners, the lending institution, the media, community, business organizations and other stakeholders or publics at the retail level. The retail level IMC communication strategy includes these four steps: Research, plan, implementation, evaluation. See attachment for questions asked at each step for high level professional performance. Each step constantly reminds the branding manager to consider the information gathered primarily in step one (research).
Research
Research is important to gather facts, insights, understanding of the consumer, prospective member, and other critical stakeholders who may heavily influence the consumer’s perspective of the quality and importance of the store and owner brand.
1. Run the “Brand contact audit” and take notes. Ask a current, friendly member to walk through with you recording all his/her comments on their impressions starting in the parking lot.
2. Discuss the brand contact ideas from the impressionable consultant:
1. Where do I park, can I park on the side or is that for the restaurant?
2. Where is the gym? I see the sign but I don’t see the windows. Is that the door?
3. Is it safe to enter? I am in 15 feet and I still don’t know if it is really open?
4. “Wow! Look at all those people in the class; it looks great".
5. Is it the right place?
6. Will someone welcome me? Why don’t they notice me?
7. Was there bell that sounded when I entered?
8. Should I leave now?
9. Where do I wait? Where do I sit? Is my car safe?
10. What is going on here? Do they have my centers of interest?
11. Where are the showers, lockers and toilets?
12. Is that coffee or water for me?
13. Do I like the music?
14. Why is the lighting so harsh?
15. Why are the walls so beat-up?
16. I like the wooden and rubber floors.
17. Do they have shower stalls?
18. Should they have more mirrors? I don’t really like mirrors.
19. Will the class welcome me?
20. Where do I put my purse, bag, and coat?
21. Do they have “cubbies?”?
22. How much is it (wall chart)
23. Do they have personal training? Are these the people? Do they have a female trainer?
24. Where are their pictures and credentials?
25. Is it really, really, really clean.
26. Is the science part real? Can I have an article to take home? Do you have a website link on science?
27. More.
3. Audit of all your communications.
1. All printed materials, contracts, brochures, ads, letters, emails, website, billing notices, exercise sheets, directions to the gym, story of the owner, page of valuable links to website to learn, brochure on science testing device and article confirming its validity.
2. Call your store and gather an impression of how this communications works for brand building. Leave a message and check if it arrives in a timely way. Leave a message for specific trainers.
3. Leave a message on your website.
4. List of all “competitors” that you would like to compare yourself to. Other gyms big and little. Churches, schools, other non-gym gyms. Spas. Home exercise equipment stores?
5. List all formal and informal co-branding agreement and actions taken and date of next action.
a. All stores in the shopping mall and across the street, on each corner.
b. Other business partners including hospitals, doctors, dentists, schools, coaches and gym teachers, university Greek and independent houses, bike shops, sporting goods,
Etc. to place your materials and ask for rewarded referrals.
4. Focus groups and other face to face human research – each idea is an option.
1. Run 5 Post class 30 minute discussion with rewards (drawing for a prize)
2. Offer surveys for all visiting with reward (drawing for a prize)
3. Offer a survey on website
4. Email to members a free survey on “survey monkey”
5. Conduct exit interviews of members who have not renewed, have announced they are leaving because of dissatisfaction with service, price or moving from the area.
6. Interviews with customers you know have left due to service complaints in the past 6 months
7. Find and review of stories and any research on gym management and marketing
8. Locate research materials from suppliers (equipment) of their exercise related research.
9. Conduct general government and social research on exercise
10. Review and locate current scientific and supplier data on your scientific testing systems
5. Gather feedback from conferences, events, meetings
1. Data from show sponsors (pre and post surveys, trends, speakers)
2. Data from specific industry booths
3. Collect data on the floor and events of specific interest to your goals and ideas
4. Arrange to run a focus group at event for a free lunch for about 9 people.
5. Interview people watching people running at half marathons, marathons, 5Ks. What would they like to accomplish in the next 6 months to a year? Would they like to participate in the event
6. See questions on the score sheet attached.
7. more
Planning
1. Prepare new product plans that include new audiences identified above and from your own experience and study of competitors
a. Elderly and deals with senior centers
b. People planning to get in shape for an event (party, season, run, family, doctor, trip, etc.)
c. All motivations need to be examined.
d. New equipment ordered or needed to compete (crazy exercise equipment in bike shop)
e. Recent birth mothers with babies in tow
f. Father’s preparing to give away the bride
g. Unemployed professionals who want to look fit, energized and great (team with spa)
2. From the audit above plan to improve the brand contact points
a. Plan specific decorating, remodeling, reorganization and new machines.
b. Use a form to list contact points:
i. List contact point, e.g. front door, front hallway entrance,
ii. List positive or negative impression,
iii. List how important it seems to be to the consumer,
iv. Quote the consumer on if the contact is positive, negative or neutral to them
v. Note improvement s needed on the brand contact point.
3. Use MBO (management by objectives) to plan your statements of success.
a. Mission is your broadest statement of what words represent your reason for being in business and serving others
b. Goals are general statement of what new and continuing actions you wish to do to improve your branding offering. Help recent birth mothers to XXX
c. Objectives are very specific intentions of the plan. By X date, Y person will increase memberships by Z% with a renewal rate of A. The cost of each new member will not exceed $B. Or, By X date, Y person will create a consumer contact database for a cost not exceeding $Z. The database will be used to contact A consumers by B date with offer C. etc.
4. Plan for the personal branding goals of Tony, but plan to improve the store contact points and brand before launching a personal brand to the media or other stakeholders.
a. Conduct a personal brand audit of Tony
b. Develop goals, objectives
c. Devise a list of communication actions that are more personality driven
5. See the questions on the score sheet.
Implementation
1. Develop an 24 month schedule of action (over two budget periods and two seasons)
2. Test and do your marketing product and communication ideas.
3. Be opportunistic but follow the plan.
4. Measure everything
5. Have fun doing it
6. See question on the score sheet
Evaluation
1. Measure everything
2. Take before and after pictures of the store, the owner and the customers.
3. Re-interview members, consumers
4. Redo the brand contact audit
5. Measure and report on all consumer data, finances profits, costs, per customer acquisition costs, lifetime value of the consumer/member, value of leads from co-branders, etc.
6. See the questions on the score sheet
7. More
Rewrite you corporate statements, if needed. Start over.
Clarke Caywood, Ph.D. ccaywood@gmail.com 847 2420901.
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