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PAVING THE WAY:Making the Most of Market Realities
Presentation to the Board of Directors
September 23, 2008
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Overview
Section II – NRMCA Focus Market realities Goals Audiences Messages Strategy
Tactics Scope Resources Measuring success Timeline Ad mock-up
Section I – Branding Backgrounder Types of communications campaigns Messaging Review of relevant campaigns
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Section I
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Strategic Communications Campaigns Education and awareness Corporate reputation Issues management Marcom Industry branding
Advertising can support any and all of these types of campaigns
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I’m a great paver.
Trust us. He’s a great paver.
Marketing
Public relations
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I’m a great paver.I’m a great paver.I’m a great paver.
We understand you’re a great paver.
Branding
Advertising
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Brand equityBrand equity
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Approaching Campaign Messages Building the foundation Developing the messages Testing and refining Deploying the messages
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Building a Message HouseThere are a few easy, low-cost steps you can take that will help you be ready in the face of any emergency situation.
Sit down with your family and make an emergency preparedness plan. In your home, have three days of food and three gallons of water per person, a battery powered
radio, a flashlight and a first aid kit
It is simple to do and important to start now.
Knowing what to do in the first 15 minutes of an emergency is essential to your safety and the safety of your loved ones.
Many lives have been saved each year because people took the time to become prepared.
Whether it’s having stored food and water, planning a fire escape route or learning CPR, preparation makes the difference.
Being prepared for an emergency involves learning as much as you can and making plans to act. The NCR Campaign’s suggestions are a good start. Continue to educate yourself and become even more prepared.
People with special needs, and those who have loved ones with special needs, should include those considerations in their emergency and preparedness planning. It is important to remember that the usual methods of support and assistance may not be available during an emergency and after the disaster has occurred.
Emergency planning should include all members of the family, including pets. Pets depend on you for food, water and safety. Without proper planning, your pets may be forgotten in an emergency.
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Finding Your Tagline
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Industry case studies Inside-the-Beltway
The New Steel
Consumer/Check-off Got Milk?
Targeted Risk is Opportunity.
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The New Steel
American Iron & Steel Institute
(AISI)
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Steel Tries To Shed Its Smokestack Image
June 27, 2006ASK 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.
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Market Realities
Steel industry reeling from dumping Perception of steel as old and dirty among
political elites Mittal Steel and Arcelor merger top of mind
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AISI Campaign Elements
Goal: Change
perceptions of steel
industry from old and
dirty to modern and
high techU.S. Steelmakers Polish Their ImageMay 25, 2008
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AISI Campaign Elements, cont’d
Strategy: Focus on a platform of global
competitiveness
Emphasize that America’s steel
industry is the backbone of U.S.
manufacturing
Show commitment to reducing
environmental footprint
Demonstrate that steel industry is
vital to America’s economic and
national security
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AISI Campaign Elements, cont’d Audiences: Political elites
Inside the beltway Resources: $3 million
Print, radio and online ads = $2.78 million Timeline: June 2006 to early-to-mid 2008 Tactics: Print, radio, online ads; member
activation; media relations
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AISI Campaign Elements, cont’d
Spotlight on Tactics: 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
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AISI Campaign Results Winner
Silver David Ogilvy Award for research Silver Communicator Awards
AISI measures the success of the campaign via: Media and online coverage Outreach to Capitol Hill Benchmarking (March and September 2006
and April and October 2007) Buzz among target audiences Introduction and passage of legislation
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California Milk Processor Board/ The Milk Processor Education Program
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Market Realities
30-year declining trend in milk consumption Declining market share “Milk Does a Body Good” was not working
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, CMPB Executive Director
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Milk Campaign 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
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Milk Campaign Elements, cont’d Audiences: Consumers Resources:
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 in CA and went national in 1998. First “mustache” ad aired in 1995
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Milk Campaign Elements, cont’d 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 Point-of-sale decals Later ads poked fun at ubiquity of campaign Minority-targeted ads
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Milk Ads, Web site & Collateral
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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. and a
number of consumer goods and other groups have capitalized on popularity of slogan
Numerous awards “got milk?” the #1 most influential tag line since
the advent of television
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Society Of Actuaries
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Market Realities
Opportunity for positioning Businesses confronting complex risks Part of larger organizational initiative Actuaries face tough competition for senior
leadership positions in traditional markets
The “New” Actuary
"Narrow and technical."Too often, that's the employer's perception of the actuary, according to research conducted by the Society of Actuaries.
VS.
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SOA Campaign Elements
Goals: Create a more dynamic and
relevant image in the minds
of the employers
Build a vibrant, new image
within the profession
Create a sustainable
program that builds on each
success
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SOA Campaign Elements, cont’d Strategy: Launch the “Risk is Opportunity.”
integrated campaign with an internal focus Audiences:
Actuaries Traditional market employers such as insurance
and benefits specialists Nontraditional market employers in the broader
financial services
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SOA Program Elements, cont’d Resources: Campaign budget unavailable;
2006 operating budget was $29.6 million Timeline: Q4 2006 - Present Tactics:
Multimedia launch event Speakers bureau Proactive media outreach Print ads
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SOA Ads
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SOA Campaign Elements, cont’d Tactics:
Member outreach – “Living
the Brand” Image Advisory Group
Workshop for ambassadors
Web site overhaul Career-enhancing materials
Posters
Video Series
It’s 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
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SOA “Living the Brand”
Above: Actuary Cocktail served at SOA Annual Meeting
Top Left: A “thirst” for branding
Bottom Left: 14 Months of Actuaries
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SOA Posters
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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
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Section II
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NRMCA: Factors for Consideration Analysis: Where are we today?
NRMCA Market Realities Price of concrete/price of asphalt Environmental impact vs. asphalt
Goals: Where do we want to go? NRMCA Goals
Increase in market share Heightened awareness among target audiences
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NRMCA: Factors for Consideration Strategy:
NRMCA Strategy Focus on economic competitiveness
Make the most of market realities Leverage the national conversation on sustainability
Differentiate concrete from asphalt Showcase concrete paving as a responsible choice for
sustainable development Piggyback on industry-wide campaign
Maximize limited budget Targeted outreach must support business objectives Strategic communications
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NRMCA: Factors for Consideration Audiences:
NRMCA Audiences Internal
Industry allies Members Staff
External Contractors Engineers Large developers and property owners State and local government purchasers
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NRMCA: Factors for Consideration Tactics:
NRMCA Tactics Internal ambassadors Third party outreach Leverage existing lines of communication Trade show participation Media outreach Advertising
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NRMCA Spotlight on Tactics: Media Buy
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NRMCA Spotlight on Tactics: Media Buy
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NRMCA Spotlight on Tactics: Media Buy
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NRMCA Spotlight on Tactics: Media Buy
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NRMCA: Factors for Consideration Measuring success:
Anticipating NRMCA Success Awareness Image Brand Market share
Methods of measurement: Micro-site specific Web traffic Baseline and benchmark awareness research Media impressions
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Past Campaigns: Measuring Success
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Past Campaigns: Measuring Success
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Past Campaigns: Measuring Success
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NRMCA: Estimated Campaign Timeline
November 2008
December 2008
January 2009
February 2009
March 2009 April 2009May-
December 2009
Campaign planning meeting
Message development and testing
Communications planning and development
Ad development
Ad placement
Media outreach (bylined articles and interviews)
Materials development
Microsite development
Ambassador development/internal rollout
Trade show identification and participation
Third party outreach
Management and oversight
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Ad mock-up
Ad mock-up:
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In Review
What are the challenges our industry faces in communicating its positive attributes?
What are the opportunities, i.e. 21st century challenges for which our industry can provide solutions?
Does our industry need to consider a strategic communications campaign?
What are our goals? Who are our audiences? Do we have the resources to sustain a campaign that
can effect change?