View
154
Download
0
Category
Preview:
Citation preview
Union communications:ADVERTISING, TARGET GROUPS AND COMMUNICATION OBJECTIVES
Effective communication means knowing who you're addressing and why.
Union communications: ADVERTISING, TARGET GROUPS AND COMMUNICATION OBJECTIVES.
MARC DESNOYERS Director, Account Services at the Upperkut advertising agency
Union communications:ADVERTISING, TARGET GROUPS AND COMMUNICATION OBJECTIVES.
Advertising. Design. Media.
Union communications: ADVERTISING, TARGET GROUPS AND COMMUNICATION OBJECTIVES.
CONFERENCE OUTLINE1. Types of union communications
a. Public relations b. Advertising c. Internal communications
2. Advertising campaignsa. Why advertise? b. Objectives, messages and target groups c. Media strategy
3. Examples of campaigns a. Private employer b. Private employer c. Promotion of a cause
4. Key elements to remember
5. Questions from participants
Union communications: ADVERTISING, TARGET GROUPS AND COMMUNICATION OBJECTIVES.
TYPES OF CAMPAIGNSPUBLIC RELATIONS CAMPAIGNS
Objectives: Inform and mobilize the general public or frame the public debate by modifying a perception
Target groups: media influencers and general public
Union communications: ADVERTISING, TARGET GROUPS AND COMMUNICATION OBJECTIVES.
TYPES OF CAMPAIGNSINTERNAL COMMUNICATIONS CAMPAIGN
Objective: inform and/or mobilize members
Target groups: members in general and more active members
Union communications:
TYPES OF CAMPAIGNSADVERTISING CAMPAIGN
Objectives: increase notoriety, gain new members and have influence on the public debate.
Target groups: members and the general public.
ADVERTISING, TARGET GROUPS AND COMMUNICATION OBJECTIVES.
ADVERTISING CAMPAIGNSWHY ADVERTISE?
Advertising objective: to create an emotional bond between the union and citizens
Union communications: ADVERTISING, TARGET GROUPS AND COMMUNICATION OBJECTIVES.
ADVERTISING CAMPAIGNSWHY ADVERTISE?
To: • Raise awareness
• Exert more influence
• Modify a perception
Union communications: ADVERTISING, TARGET GROUPS AND COMMUNICATION OBJECTIVES.
ADVERTISING CAMPAIGNSRAISE AWARENESS
To: • To increase credibility
• Improve the balance of power
• Facilitate public relations campaigns
Union communications: ADVERTISING, TARGET GROUPS AND COMMUNICATION OBJECTIVES.
ADVERTISING CAMPAIGNSRAISE AWARENESS
How? • Favour media that have high rates
of frequency
• Positioning the organization on current issues that people are talking about
Union communications: ADVERTISING, TARGET GROUPS AND COMMUNICATION OBJECTIVES.
ADVERTISING CAMPAIGNSEXERT MORE INFLUENCE
To: • Obtain increased
media coverage
• Improve the balance of power
• Obtain concrete gains for members
Union communications: ADVERTISING, TARGET GROUPS AND COMMUNICATION OBJECTIVES.
ADVERTISING CAMPAIGNSEXERT MORE INFLUENCE
How? • Favour prestigious media
• Appear on current affairs programs
• Highlight gains that have been made
Union communications: ADVERTISING, TARGET GROUPS AND COMMUNICATION OBJECTIVES.
ADVERTISING CAMPAIGNSMODIFYING A PERCEPTION
To: • Get support from the general public
• Mobilize members
• Get sympathy from media influencers
Union communications: ADVERTISING, TARGET GROUPS AND COMMUNICATION OBJECTIVES.
ADVERTISING CAMPAIGNSMODIFYING A PERCEPTION
How? • Enhance the profile of members among
the general public
• Choose an original creative concept and go for an unexpected tone
• Favour media with high rates of frequency
Union communications: ADVERTISING, TARGET GROUPS AND COMMUNICATION OBJECTIVES.
ADVERTISING CAMPAIGNIMPORTANCE OF A CLEAR BRIEF
• Objectives of the organization
• Communication objectives
• Target group
• Key message
• Tone
Union communications: ADVERTISING, TARGET GROUPS AND COMMUNICATION OBJECTIVES.
ADVERTISING CAMPAIGNS OBJECTIVES OF THE ORGANIZATION VS COMMUNICATION OBJECTIVES
The organization determines hoped-for gains.
Communications determine the perception to be created to deliver the hoped-for gains.
Union communications: ADVERTISING, TARGET GROUPS AND COMMUNICATION OBJECTIVES.
ADVERTISING CAMPAIGNKEY MESSAGE
The most important springboard for every piece of communication: define a clear message that will resonate with the target audience.
Union communications: ADVERTISING, TARGET GROUPS AND COMMUNICATION OBJECTIVES.
ADVERTISING CAMPAIGNSTARGET GROUP
Knowing who we're talking to can influence tonality and determines the media strategy
Union members? The general public? Seniors? Young families? Legislators? Women? Quebecers? Canadians as a whole?
Union communications: ADVERTISING, TARGET GROUPS AND COMMUNICATION OBJECTIVES.
ADVERTISING CAMPAIGNSTONALITY
Serious? Funny? Dramatic? Ironic? Shocking?
Union communications: ADVERTISING, TARGET GROUPS AND COMMUNICATION OBJECTIVES.
ADVERTISING CAMPAIGNSMEDIA STRATEGY
Traditional media • TV
• Radio
• Outdoor and posters
Digital media • Web
• Social media
Union communications: ADVERTISING, TARGET GROUPS AND COMMUNICATION OBJECTIVES.
ADVERTISING CAMPAIGNSTV: STILL THE MOST IMPORTANT MASS MEDIA
96.5% of Canadians have at least one TV
The average Quebec home watches at least 33.67 hours of TV per week
Union communications: ADVERTISING, TARGET GROUPS AND COMMUNICATION OBJECTIVES.
ADVERTISING CAMPAIGNSTV: A PRESTIGIOUS MEDIA
The simple fact of being on TV can, in itself, contribute to modifying a perception.
Union communications: ADVERTISING, TARGET GROUPS AND COMMUNICATION OBJECTIVES.
ADVERTISING CAMPAIGNS TV AND THE WEB: AN IDEAL MEDIA MIX
TV spots are now shown on TV and Web at the same time
More impact. More views. More discussions.
Union communications: ADVERTISING, TARGET GROUPS AND COMMUNICATION OBJECTIVES.
RADIO: A MASS MEDIA
Canadians listen to the radio on average between 21 and 22 hours per week.
Radio is generally a medium with a captive audience.
ADVERTISING CAMPAIGNS
Union communications: ADVERTISING, TARGET GROUPS AND COMMUNICATION OBJECTIVES.
RADIO: A MEDIUM OFFERING FREQUENCY
Along with the Web, radio is the medium offering the highest rate of frequency at a reasonable cost
In small town areas, radio is very efficient.
ADVERTISING CAMPAIGNS
Union communications: ADVERTISING, TARGET GROUPS AND COMMUNICATION OBJECTIVES.
OUTDOOR AND POSTERS
Outdoor advertising and posters can be closely geolocalized.
And you can't turn them off -- they're up 24 hours a day.
ADVERTISING CAMPAIGNS
Union communications: ADVERTISING, TARGET GROUPS AND COMMUNICATION OBJECTIVES.
To sneak into the public debate.
To speak to a more informed audience.
ADVERTISING CAMPAIGNS
Union communications: ADVERTISING, TARGET GROUPS AND COMMUNICATION OBJECTIVES.
THE WEB
In 2017, media expenditures for the Web will be higher than those for TV.
ADVERTISING CAMPAIGNS
Union communications: ADVERTISING, TARGET GROUPS AND COMMUNICATION OBJECTIVES.
THE WEB: STATIC ADVERTISING VS SOCIAL ADVERTISING
Static advertising can generate a maximum number of impressions and clicks
ADVERTISING CAMPAIGNS
Union communications: ADVERTISING, TARGET GROUPS AND COMMUNICATION OBJECTIVES.
THE WEB: STATIC ADVERTISING VS SOCIAL ADVERTISING
Use social advertising to generate impressions, encourage interactions and obtain feedback
ADVERTISING CAMPAIGNS
Union communications: ADVERTISING, TARGET GROUPS AND COMMUNICATION OBJECTIVES.
THE WEB: CONTENT VS ADVERTISING
Important to distinguish between content and advertising
ADVERTISING CAMPAIGNS
Union communications: ADVERTISING, TARGET GROUPS AND COMMUNICATION OBJECTIVES.
FOR EACH CAMPAIGN, ITS OWN UNIQUE MEDIA MIX
Examples : For local visibility, a mix of radio and Web
For national awareness campaigns, a mix of TV, outdoor and Web
Union communications: ADVERTISING, TARGET GROUPS AND COMMUNICATION OBJECTIVES.
ADVERTISING CAMPAIGNS
Hypothetical campaigns
Union communications: ADVERTISING, TARGET GROUPS AND COMMUNICATION OBJECTIVES.
HYPOTHETICAL CAMPAIGN AORGANIZATION'S OBJECTIVE: NEGOTIATE AN ADVANTAGEOUS COLLECTIVE AGREEMENT WITH A LOCAL PRIVATE EMPLOYER
Communications objectives: engender sympathy among the local public and mobilize members
Message: "Workers for X company work to improve their community. They should be paid a decent wage so they continue to enrich our economy."
Union communications: ADVERTISING, TARGET GROUPS AND COMMUNICATION OBJECTIVES.
ORGANIZATION'S OBJECTIVE: NEGOTIATE AN ADVANTAGEOUS COLLECTIVE AGREEMENT WITH A LOCAL PRIVATE EMPLOYER
Target group: first the local population, then members
Media strategy: local radio, local newspapers and Web ads geolocalized locally
Union communications: ADVERTISING, TARGET GROUPS AND COMMUNICATION OBJECTIVES.
HYPOTHETICAL CAMPAIGN A
HYPOTHETICAL CAMPAIGN B ORGANIZATION'S OBJECTIVE: RESOLVE A LABOUR DISPUTE IN THE PUBLIC SECTOR
Communications objectives: engender sympathy among the general public, obtain the support of media influencers and mobilize members
Message: "Workers in sector X have the interests of the Canadian population at heart. They work to make Canada a better place. Let's all support them."
Union communications: ADVERTISING, TARGET GROUPS AND COMMUNICATION OBJECTIVES.
HYPOTHETICAL CAMPAIGN B ORGANIZATION'S OBJECTIVE: RESOLVE A LABOUR DISPUTE IN THE PUBLIC SECTOR
Target group:the Canadian public, media influencers, elected officials and union members.
Media strategy: national TV, national Web advertising, targeted outdoor and postersand inserts in national newspapers.
Union communications: ADVERTISING, TARGET GROUPS AND COMMUNICATION OBJECTIVES.
HYPOTHETICAL CAMPAIGN C ORGANIZATION'S OBJECTIVE: MAKE THE GENERAL PUBLIC AWARE OF AN ISSUE OR A CAUSE
Communication objectives:engender sympathy among the general public and obtain the support of media influencers
Message: "We have to put an end to discrimination when it comes to hiring ethnic minorities. All Canadians must be treated equally."
Union communications: ADVERTISING, TARGET GROUPS AND COMMUNICATION OBJECTIVES.
HYPOTHETICAL CAMPAIGN C ORGANIZATION'S OBJECTIVE: MAKE THE GENERAL PUBLIC AWARE OF AN ISSUE OR A CAUSE
Target group: the Canadian public and media influencers
Media strategy: national advertising on the Web, targeted advertising in social media and outdoor advertising.
Union communications: ADVERTISING, TARGET GROUPS AND COMMUNICATION OBJECTIVES.
CONCLUSIONKEY ELEMENTS TO REMEMBER
1. Clearly define objectives, messages and target group
2. Have creative and a media mix that align well with objectives, the message and the target group
3. Never forget union members, even when addressing the general public.
4. Never forget the general public, even when addressing union members.
Union communications: ADVERTISING, TARGET GROUPS AND COMMUNICATION OBJECTIVES.
CONCLUSION
Question period
Union communications: ADVERTISING, TARGET GROUPS AND COMMUNICATION OBJECTIVES.
Thank you!Union communications: ADVERTISING, TARGET GROUPS AND COMMUNICATION OBJECTIVES.
Marc DesnoyersAccount Services Director 4200 Drolet Street, Montreal (Quebec) H2W 2L6 514 593.6363, poste 226 | mdesnoyers@upperkut.com C. : 514 702.9845 | twitter.com/MarcDesnoyers
Recommended