ExPRessions

As part of my integrated marketing communications independent study, I am reading and writing about case studies. See the first one, The Heart Truth. The cases are from the textbook, Public Relations Cases,  written by Hendrix and Hayes. These posts are unfortunately long…

“Thrivent Financial Helps Its Members Thrive in Retirement”
Thrivent Financial for Lutherans with OLSON & Company

According to the situation analysis, Thrivent had exceptional scores from members for its integrity, spirit and values (media coverage was primarily about their charitable efforts). But, the organization scored low on product performance and customer service. OLSON & Company worked to build awareness of Thrivent’s expertise and drive people to their online retirement tool called ThriveQ.

Quick details

• Researched perceptions and awareness before and after the campaign
• Tested campaign messages with focus groups
• Did recon on the competition
• Targeted employees, financial representatives, members and prospective members, and the media

Through their research, they found out a few interesting things. It was obvious that people were not confident in the organization’s abilities, but they also found that their competitors spent up to 38 times more on advertising.

This campaign was separated into two different phases. The first phase focused on reaching audiences through media and using the media to showcase Thrivent as an expert in retirement planning. The second phase focused on the launch and promotion of ThriveQ.

OLSON & Company described the first phase as using a “multilayered media mix.” This included:

• Displays and graphics in the lobby
• Skyway and elevator displays
• Floor graphics
• Table tents
• Booklets
• Paid advertising
• Light projected images
• Billboards
• Ceiling banners, column wraps and window clings in the local airport

Tool kits were created to include a booklet and video, business card holders, posters, window clings, quarter stickers and bumper stickers. These were distributed to 2,500 financial reps.

One of the very interesting aspects of this campaign was the street team that dropped branded quarters, with their Web address and a short message. The team scattered 5,000 of these quarters in the Minneapolis/St. Paul area. Not only did people walking down the street notice these, but it gained media coverage.

Coverage was gained in AARP Magazine and The Wall Street Journal after they surveyed baby boomers about retirement and distributed results through press kits.

To get more attention from of the media, the top 75 contacts received a tropical shirt with the clever tagline, “There’s more to retirement than wearing a tropical shirt.”

In Phase 2, ThriveQ was launched. They also partnered with a retirement think tank to increase credibility. Awareness was created for their new online tool with a satellite media tour, multimedia news release, audio news release, electronic media kit, byline articles, billboards, light-rail train wrap, bus wraps, advertising in the airport, and print advertising.

Quick results

• More than 160 million media impressions
• 1.73 million paid media impressions
• Higher brand equity, according to research
• 22 million impressions related to the online tool
• Close to 90,000 visits to the online tool in six months

My thoughts

OLSON & Company did a lot of great things for Thrivent. My initial thought was that the audience might be “too old” for an online tool. But, people who are planning for their retirement might just be middle-aged. The bus wrap was a very interesting tactic (picture available in the book). I like how it asks if you will have the retirement you are envisioning, and there are pictures of retirees doing activities like fishing.

One of the things I’m learning about IMC is to think outside the box. You don’t have to do the typical press release. You can find other ways to reach your audience. The street team, the projected images, and the tropical shirt were ways to get attention. Check out images of the work done by OLSON & Company here.

It’s hard to offer ways for this campaign to be improved. While social media wouldn’t have been the most important aspect, many middle-aged people are joining Facebook. I believe a Facebook fan page, maybe for ThriveQ, could be useful for sharing retirement and financial tips to these people. A blog also could be used to write about retirement planning. Through good content and SEO/SEM, Thrivent could become a top search results for this topic.

With impending graduation, I wanted to share my list of the top gifts to buy new college grads who are going into public relations or marketing communications. These are just my suggestions, but I’d love to see yours in the comments section.

Books

1. The Art of Client Service
   
2. Pitch Like a Girl (useful for both girls and guys)
3. The New Rules of Marketing and PR
4. For Girls: The Go-Getter Girl’s Guide
5. PR Week subscription

Professional Life Items

1. Samsonite Travel Dual Voltage Garment Steamer
2. Mini Travel Lint Rollers (even if you don’t have pets!)
3. PRSA Membership
4. Padfolio
5. Post-it® Notes (simple, but useful in so many ways)

Technology

1. Adobe Creative Suite 4 (be sure to purchase while you can still get the more affordable student edition!)
2. Flip Cam
3. E-Reader, like the Kindle
4. Wireless Presenter
5. Bluetooth Headset

Reader Additions

1. AP Stylebook (or the online subscription) – suggested by Raquel Gonzalez
2. iPhone (or other smartphone) – suggested by Mikinzie Stuart
3. Starbucks gift card to “allow a student to build meaningful relationships over coffee with at least 10 experienced professionals” – suggested by Mike Pilarz
4. Gift card for a domain registration and hosting company and a Thesis license for bloggers - suggested by Mike Pilarz
5. Books: The Elements of Style and Talent Is Overrated – suggested by Mike Pilarz

What’s on your gift list as a soon-to-be college grad, or what did you realize you needed after you graduated?

I recently wrote a freelance article for Young Money Magazine. Here’s the introduction. To read the entire article, go to Young Money.

Finding even an entry-level job can be a daunting task for soon-to-be college grads. With poor local economies, many must consider relocating in order to find a job.

Read the rest of this article on Young Money.

Right now I’m working through an independent study in integrated marketing communications. As part of the study, I will be writing about three case studies from Public Relations Cases, the textbook written by Hendrix and Hayes. And, I’d also like to apologize in advance for how long these posts will be!

“A Fashionable Red Alert Warns Women of the Heart Truth”
National Heart, Lung, and Blood Institute

Have you ever seen those little red dresses?

This campaign, The Heart Truth®, reach out to women to inform then of their No. 1 killer: heart disease. In addition to increasing awareness, this campaign also encouraged women to talk to their doctors about it.

Quick details

• Extensive research, including analyzing more than just demographics. Ogilvy researched their heart health knowledge, socioeconomic factors,  media preferences and more.
• Targeted women between 40 and 60. Secondary targets were between 18 to 39.
• Clever tagline: “Heart Disease Doesn’t Care What You Wear–It’s the #1 Killer of Women
• Symbol: Red Dress icon

The execution for this campaign is very impressive. The Heart Truth Web site provides resources, tools, campaign materials and information on getting involved. I also was impressed with the logo, wordmark and trademark statement guidelines–something that’s not always easy to find. To show support, the site has a link to its little Red Dress pin (although I personally like this one, with sparkling crystals.)

The campaign used stories and photos from women who have had experience with heart disease. It’s might be easy for you to ignore the fact that one in four women die of heart disease, but reading about Erin’s experience of being diagnosed at age 39 helps puts a face to the disease.

Public service announcements, like the one below, were printed and aired on radio and television:

Materials created for this campaign include a free Healthy Heart Handbook for Women and a kit for speakers to use. On the site, I also found an action plan document, a brochure, recipes, a video and wallet cards. These all have consistent branding and you can choose to download them for free or to purchase copies.

Lastly, the campaign partnered with national nonprofit organizations, corporations and the media to get the message to women.

In addition to the promotions through its partners and their events, Laura Bush promoted the campaign. Media, including Parade, USA Today, and GLAMOUR covered the campaign. Stores, such as Walmart and Radio Shack, became involved. There were more than 100 local events, 31 Heart Truth Single City Stops, and five events hosted by Laura Bush. She also held a press event, declaring February as American Heart Month. National Wear Red Day®, a fashion week, a road show and the First Ladies Red Dress Collection also are significant parts of the campaign.

Quick results

• 1,089,242,427 audience impressions
• 206 million television PSA impressions
• 187 million radio PSA impressions
• 25 million color PSA impressions in magazines, with an advertising value close to $500,000
• 795,000 Red Dress pins distributed

There were many more impressions through the campaigns partnerships and community events.

My thoughts

When this campaign began, social media definitely wasn’t as important of an aspect. Through a quick search, I found The Heart Truth on Twitter. They have a well-branded page, but only 346 followers. They also have a Flickr page, great for fashionistas who are interested in red dresses. Their fan page on Facebook has 1,334 fans. I also noticed they have a Delicious page, which is great for sharing links.

My first tip would be to reach out to people having conversations about heart disease on Twitter. This is an opportunity for them to answer questions and interact with people online. Another problem I see is that the aren’t following any real people…just organizations related to heart health.

While they posted a lot in February, I don’t see much posted this March. Just because their special month is over doesn’t mean they should stop promoting the cause. I think it would be great to share more than just their own information. The fan page could serve as a great resource about new articles and research about heart disease.

And while I am impressed that they have a Delicious page, I see that the last post is from January 2009. They need to be sharing more information to be seen as an all-around resource. They also seem to post a lot about red dresses and their partners. I’d like to see more resources about heart disease posted.

Obviously this was a very successful campaign. What do you think about it?

This is my second post about Future Midwest. It’s a fantastic event I plan to attend this year (unforunately I have a concert on Saturday night, so I won’t get to network that night).

Hubert Sawyers III (@HubertGAM) sent me his thoughts on last year’s event and why you should attend this year’s Future Midwest:

“The Module conference was a really cool experience, because it marked a moment in time where the region was beginning to recognize the power of the ever-developing social web.  I had been only months into embracing social networking sites as something more than just a place to connect with friends.  The Module conference sent my interest and understanding into hyperdrive, because my hunches had been fortified listening to well-known practitioners in the space like Chris Brogan and Scott Monty.  It was even cooler to be able to actually meet them in person.

To put it simply, Module set the stage for the Future in more ways than one.

FutureMidwest is a must-attend, because it truly stands up to live up to its name.  The list of esteemed speakers features interesting people from internationally-recognized brands; some of the speakers/brands are actually based in Michigan.  Obviously, this will bring out a respectable crowd, but then you have the confidence that comes from being backed by companies like Ford Motor Co and General Motors.

The principal conference organizers are looking at the big picture.  It is easy to see that it will take this kind of effort to attract the kind of attention we need for our burgeoning enterprises to grow here in Michigan.  Think of what can built with that kind of forward thinking!

This conference proves to be unlike anything ever witnessed in the state of Michigan and surrounding areas, let alone Metro Detroit…It gives me great faith for the Future.”

Will you attend Future Midwest this year?

About Hubert: As co-host and chief organizer for #tweetea and writing at FryinginVein.com, Hubert knows the value of building relationships organically – both offline and online.   His passion for music and all things creative motivates him share his understanding of business principles to help artists go pro.  Hubert has just started his own marketing agency, SorSaw, and currently does digital media and marketing strategy work in partnership with A-Side Worldwide (www.asideworldwide.biz).

Today, I was unsuccessfully on CNN. Even in 2010, you really can’t trust technology!

Via Skype, the producer and I were able to set things up. But when I was on air and tried to talk, something went terribly wrong. They never did figure out the problem. My name was mentioned and there was a bit of information about me noted before they moved on.

I was incredibly nervous. I swear you could see my heart beating out of my chest. But, it was a once-in-a-lifetime experience that I couldn’t turn down. I also got to know a great producer and my name was mentioned on a TV station available across the US.

Despite all the problems, I really appreciated the opportunity and the support from all my friends and contacts.

Still not sure that social media is powerful?

Through social media, I was offered a job with Come Recommended. I also used my blog and Twitter to support my application for the internship and Founder’s Award with Fahlgren Mortine.

And, CNN wants to talk to me about it on Newsroom AM with Tony Harris. It relates to a story about finding jobs through Twitter.

So, if you get a chance, tune in to CNN tomorrow at 11:30 a.m. on Newsroom AM. I will be interviewed via Skype.

I hope I can share my story and help others!!

Sometimes journalists gripe about PR professionals. And, PR professionals also get frustrated with journalists.

I could be considered a double agent, leading the double life of a marketing communications professional and a freelance writer. And while I have monitored HARO for clients, I had never sent out a query as a writer until last month.

After 42 pitches, from top PR agencies as well as small businesses, I was overwhelmed. Few pitches were great and some were honestly a shot in the dark or just terribly written.

As a freelance writer who knows PR, here’s 10 tips for responding to a HARO query with a great pitch that will get you noticed:

1. KISS. Keep it short and simple. I don’t want to read more than a paragraph about you or your company.
2. Tell me what you can do. Do you have fact sheets or statistics I can use? Do you have a top expert? Give me the details.
3. Don’t shoot in the dark. If I ask for a health insurance expert and you want to give me an insurance lawyer, I’m going to be irritated, not interested.
4. Write in AP Style and use correct grammar. Not that AP really matters for the pitch, but I will see you as a more credible source. Correct grammar should be a given.
5. Don’t brag unless you can back it up. One pitch started out with, “I’ll be happy to help as I’m a fairly well-known expert…” If you are an expert, give me your credentials that prove it.
6. Don’t call me “inquiring reporter” or some other lame title. Just get to the facts. Also, don’t say “great query.” Nobody likes a suck-up.
7. Quotes rock. Sometimes I just need a quick quote to round out the article. Feel free to maybe answer a few questions you think I might ask and let me know that I am free to quote you. It saves us time from playing phone or e-mail tag and you might just get a great mention for very little effort.
8. Let me know where you got your facts. I can’t just take your statistics on good faith. If your source is 20 pages long, tell me where to find the source and what page it was pulled from.
9. Don’t Type Like This. Initial Capping Every Single Word For 10 Paragraphs Does Not Emphasize…It Just Makes It Difficult To Read. WRITING LIKE THIS ISN’T COOL EITHER!!
10. Keep track of your pitches. One person sent me two pitches, with different introductions. Clearly she wasn’t paying attention.

Sadly enough, all of these tips stemmed from my first experience using HARO as a journalist. And, some of the pitches came from agencies.

So, if you are planning to pitch your story to a reporter through HARO, please keep it concise and on target. It will save both PR professionals and writers valuable time and inbox space.

What tips do you have to offer to people pitching to HARO? What tips do you have for people providing a HARO query?

I wrote an article for the FORUM for the Fall issue. Somehow it was published saying I was a student at Boston University. The Flint Journal published a news release about me, and got the context completely wrong.

At my various PR jobs, I’ve seen newsletters go out with a completely wrong Web address, misspelled words on materials, and promotions for events on the wrong dates.  Every time we realize mistakes like these get past us, we wince.

Ugh. We know better. We really do. But sometimes you’re in a hurry, are pressured to get it done or maybe you just don’t notice.

Then it happens and you say, “I’ll know better next time. I’ll proofread it.”

Here are tips on how to make sure those mistakes don’t make it past your desk.

1. Print it out. The simplest way to catch your mistakes is to read a paper copy of your writing. Often, you breeze over mistakes on the computer screen.
2. Read it out loud. At work, I avoid doing this by moving my lips as I am reading, so it is similar to reading out loud. But, the way you read and the way you hear are two different things.
3. Check the subheads. Are you initial-capping  one and not the others? Are they all in bold? Do you have a colon following one of them, but not the others?
4. Check facts, numbers and addresses. It’s easy to switch 830 with 803, and it makes a huge difference if it’s part of a phone number.
5. Take a break. Come back and read it later. It will help give you a fresh perspective.
6. Keep a list of mistakes you commonly make. I keep post-it notes of AP Style mistakes I commonly make. Before proofreading, I look at my list so I remember which ones to look out for.
7. Check Web site links. If the link isn’t correct, you won’t be driving your audience to the right place.
8. Proof for different things. After an initial read-through, go through it for specific things, such as spelling, grammar, punctuation, AP Style, etc. It will make your proofreading job more thorough.
9. Remove words with little value. One word we commonly use is “that.” Often you can reword the sentence and remove it. For example, “The new system that enables people to create widgets will be released in March,” can be changed to, “The new system enabling….”
10. Check the headline. Sometimes I forget to even write the headline in my first draft. Be sure you’ve written a headline, and make sure the headline makes sense still.
    

What tips do you have for proofreading?

Last month I read The Go-Getter Girl’s Guide by Debra Shigley. If you haven’t read this book yet, buy it or borrow it. Now. Even if you’re not in PR (it applies to everyone!)

I actually checked this book out from CMU’s library and now I plan to purchase it because Debra’s advice is something I could read over and over again. (Thanks @Mikinzie and @JessLaw for recommending it to me).

Here are a few things that really resonated with me:

• “…in the business world, not everyone has your best interest in mind.” (p. 21)
• The way you dress matters…there is an entire chapter called “Wardrobe Building 101.”
• Being well-groomed is important…the GGG has tips and tricks, as well as the “must-haves” for your beauty regimen.
• Self-education is key. Be resourceful and keep up your radar on what’s important in your workplace. There are infinite resources available to you to help you learn (Hello, Google!).
• Have a variety of mentors. Some mentors are meant to help you with the “big picture” problems and others can help you daily in the workplace. There is a difference, so be sure that you are appropriately using these mentors.
• Negotiate your  new job (which is scary as a young professional!). And you don’t just need to negotiate your salary. There are things like flexible hours, vacation, technology and your title. The book has an entire list of things you can consider negotiating.
• Quitting a job is tough, but the book includes several situations when you should quit…like if you’re not challenged. But, there also are many reasons why you shouldn’t quit.
• Embrace who you are and what you love.

I want to talk about my favorite part, Chapter 11, last. “Find Allies and Advocates” has such great advice and it’s something they don’t teach you in college. If you don’t have anyone at your job rooting for you, then you probably won’t make it far. These people are the ones who might make a case for you for that promotion. Or, maybe they are the ones who can say you’re the perfect person for an upcoming project you want to take on. They support and trust you. Not sold on needing allies. Here’s what sold me on it:

“…karma is a funny thing, so keep in mind that each of these people can potentially help make you – or break you. An intern today can be your boss three years from now.” (p. 169)

If you’re an ambitious woman who wants to move your career forward, you need to read this book.