ClowBaack – Integrated Campaigns in Action Copyright © 2015 Pearson Education, Inc.

Just Curb ItGremillion & Pou

for Integrated Advertising, Promotion, and Marketing Communications 7e

Clow and Baack

1

ClowBaack – Integrated Campaigns in Action Copyright © 2015 Pearson Education, Inc.

Background

• Makes cardboard boxes from 100% recycled paper• Building $160 million recycling mill at The Port of

Shreveport/Bossier• Needed recycled materials

2

ClowBaack – Integrated Campaigns in Action Copyright © 2015 Pearson Education, Inc.

• Full-service integrated marketing firm

• Started in 1981 by Anne Gremillion and Robert Pou

• Consistently achieve positive marketing results

• Hard work and progressive thinking is central to how we develop marketing solutions that work

• Track actual results of initiatives and feed that information back into our planning

• Maintain open dialog with our clients about the pros and cons of the marketing efforts at work, so those efforts can be adjusted for maximum results

3

ClowBaack – Integrated Campaigns in Action Copyright © 2015 Pearson Education, Inc.

Campaign Challenge• Communicate ease of curbside recycling• Leverage environmental concerns to create desire to recycle• Teach public how to recycle

4

ClowBaack – Integrated Campaigns in Action Copyright © 2015 Pearson Education, Inc.

• Had to be easy or citizens would not do it• Stress the ease of single-stream recycling• Must place blue cart at the curb• Shreveport Mayor agreed to be spokesperson to help encourage our total community to “Go Green!”• Created informative website

Making Recycling Easy

5

ClowBaack – Integrated Campaigns in Action Copyright © 2015 Pearson Education, Inc.

Campaign Strategy• Create partnership – Pratt, City of Shreveport and local media• Create television ad• Mayor of Shreveport, Mayor Glover• Faith Jenkins – Miss Louisiana 2000• Develop media partnerships

• Maximize public service airtime• Encourage reporters to invest in the story

• Celebrate delivery of first recycling cart• Pitch stories throughout the cart delivery phase• Create reporter ride-along opportunities

• First day of recycling pickup6

ClowBaack – Integrated Campaigns in Action Copyright © 2015 Pearson Education, Inc.

Campaign ThemeNeeded a campaign theme that- would be kid-friendly so they can pressure their parents - - show how easy single stream recycling is--- communicate that it’s the right thing to do

7

ClowBaack – Integrated Campaigns in Action Copyright © 2015 Pearson Education, Inc.

Campaign Theme

8

Agency created a “Just Curb It” Audio Clip

ClowBaack – Integrated Campaigns in Action Copyright © 2015 Pearson Education, Inc.

Television (PSA)

• Partnerships were created with every TV and radio station in the market

• :10 :15 and :30 TV spots were created9

Faith Jenkins – Miss Louisiana

ClowBaack – Integrated Campaigns in Action Copyright © 2015 Pearson Education, Inc.

Television (PSA)

• Partnerships - every TV and radio station in the market• Having Mayor’s support was critical for minority community

10

Shreveport Mayor Glover30 second spot

ClowBaack – Integrated Campaigns in Action Copyright © 2015 Pearson Education, Inc.

Television (PSA)

11

Shreveport Mayor Glover15 second spot

ClowBaack – Integrated Campaigns in Action Copyright © 2015 Pearson Education, Inc.

Television (PSA)

12

Shreveport Mayor Glover10 second spot

ClowBaack – Integrated Campaigns in Action Copyright © 2015 Pearson Education, Inc.

Outdoor

Through media partnership with the local outdoor company Pratt paid for the production and we received:

• Two 14 x 48 vinyls were produced and were rotated on available boards throughout the year

• Digital designs were run on available boards for months

13

ClowBaack – Integrated Campaigns in Action Copyright © 2015 Pearson Education, Inc.

Newspaper/Magazine

• This ad ran in the Sunday daily and a weekly magazine to reach an older demographic.

14

ClowBaack – Integrated Campaigns in Action Copyright © 2015 Pearson Education, Inc.

Magazine

• Special pull-out 4-page section• Ran in a weekly magazine to help

reinforce the reasons to recycle.• The layout served as the layout for a

residential brochure for neighborhood meetings

15

ClowBaack – Integrated Campaigns in Action Copyright © 2015 Pearson Education, Inc.

Magazine Pull-Out layout

also served as aResidential Brochure

Page 1

16

ClowBaack – Integrated Campaigns in Action Copyright © 2015 Pearson Education, Inc.

Magazine Pull-Out layout

also served as aResidential Brochure

Page 2

17

ClowBaack – Integrated Campaigns in Action Copyright © 2015 Pearson Education, Inc.

Magazine Pull-Out layout

also served as aResidential Brochure

Page 3

18

ClowBaack – Integrated Campaigns in Action Copyright © 2015 Pearson Education, Inc.

Magazine Pull-Out layout

also served as aResidential Brochure

Page 4

19

ClowBaack – Integrated Campaigns in Action Copyright © 2015 Pearson Education, Inc.

Campaign Results• Media Partnerships

• Investment of $50,000• Returned $400,000+ in air time of commercial messages

• Public Relations Campaign• Investment of $18,000• Earned a total of $270,000 in media coverage

• Shreveport’s first months of recycling• Achieved 97% participation!

20