Marketing (HS)

7/17/2019 Marketing (HS)

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MARKETING [NSGHS SOCIAL JUSTICE CONFERENCE] INTRODUCTION

Jessica: would give myself a colour if i knew how

Video+analysis (? either here or after introductions)

We introduce ourselves. introduce our aim+focus questions and the structure of our

presentation

Aim: To raise ideas on how advertisements can appeal to teenagers

Focus Questions are answered throughout the presentation

- How to increase engagement

- What works and what doesn’t

- How to appeal to teenagers- How to essentially conduct a successful campaign

(video+analysis)

SPEECH by jess

Hi guys.

I’m going to give an overview of the aspects you have to think about in the making of a social

justice campaign. There are six key areas and they are knowing your cause, having a clear

objective, knowing your audience, being creative and taking action. These areas are essential

in conducting a successful campaign. If you’ve done high resolves or have run campaigns for

school clubs and such, you’ll be familiar with a lot of the things I’m going to mention.

1. You have to know about the cause you’re targeting.

This means you have to do a lot of research which involves the internet and talking to people.

What you find from your research will not only help you understand what you can do to help

the cause but also help you identify the most appropriate audience to target your campaign at

and provide you with the factual content you’ll need whether you’re starting a website or being

interviewed by a newspaper reporter.

2. You need to have a very clear and achievable objective.

You have to know exactly what you want to achieve out of your campaign. You could be trying

to raise awareness and funding for obesity related diseases or trying to convince your school

population that black socks look way better than white socks. If you have a clear goal, you’ll

be able to ask yourself throughout your campaign, will selling spider drinks and hot chips help

me achieve my objective? If it doesn’t you obviously shouldn’t waste your time on it.



If you’re aiming to raise awareness for the inhumanity of Australia’s asylum seeker policies,

your goal could be “to raise awareness about asylum seekers and refugees and get 1,000

likes on the facebook page”. Numerical goals are good because you can track your progress

and will motivate the campaign team to keep up their efforts.

Knowing your end goal will help you plan out the resources you will need, the costs required

and the timeline for the completion of tasks which are also important

3. Audience

This step is really important because these are the people who will make your campaign

happen. Audiences can be categorised by gender, age, likes, cultural background. The more

you know about your audience and their habits the easier it will be for you to make material

that they can relate to and therefore the more likely it is you’ll be able reach more of your

audience.

4. Understand your mediums.

Knowing your audience will give you a strong idea of what sort of mediums you should use toget your message across to them.

If you’re targeting teenagers, online campaigns are great – did you know that the average

teenager spends over 7 and a half hours watching tv, surfing the web and on social

networking?

Other mediums for other audiences include radio broadcasts for adult audiences and

newspaper reports for local community reach.

5. Creativity and innovation and this applies to your name, logo and approach towards

helping the cause

People look at things when they’re original and they haven’t seen it before and people sharethings when they are emotionally affected. An emotional trigger could be some really

appalling statistics or photos. It could be how simple it is to help a widespread issue.

Whatever it is, it needs to encourage people to do something or to share it with others. You

can evoke strong emotions from people by having visual content, interactive activities and

connecting to audiences’ personal lives.

If you’re advertising a product, it has to be different to what’s already out there. Like, nobody

is going to buy your new laundry detergent when they’re fine using the home brand laundry

powder they’ve been using for years. But if you have a laundry detergent that smells like

autumn or coffee or some other hipster smell, you’ll have a greater chance at breaking into

the market. With social justice issues, because there are so many problems in this world, a lot

of campaigns have become a white noise that people occasionally tune into. This means that

your campaign has to be creative and innovative to stand out and get people’s attention.

Extras:

- partnerships, shoutout from amnesty international, other examples android kit kat,

deadlines help with time management



- reflect. This is important because there’s always so many things you can improve on

for the following events. You can always provide newer information and reach more

people

- motivation

- Ask people in audience if they’ve been part of a team that run a campaign (eg. High

resolves, school clubs) and tell everyone else what worked really well and what didn’t.

=======================================================================

NOTES FROM MALCOLM TO HELP OUT: thanks malc, no worries

HOW TO MARKET AN EVENT:

● ALWAYS PLAN BEFOREHAND, get the appropriate people, talk to the write executives to get

permission and resources

● Tell your group and begin your discussions, begin working on the assignment of roles

● Encourage positive intra-school interactions, to increase the popularity of your club

● The goal of marketing, is to get as many people on board as possible

● Suggested methods: posters, videos, speeches, assembly announcements

● Major factors which affect the success of marketing: audience, how they can relate, do they want to

do it

● Strategies to increase involvement: let more people know, give an incentive (exodus drive - pizza

party), guilt tripping

MAJOR AREAS TO GO THROUGH:

● PLANNING

● POPULARITY● FAME

● EASE

● RELATABILITY

=======================================================================

EXAMPLE CAMPAIGNS

#1 - JRAHS UNICEF’s “SUNNIES FOR SIGHT” DAY

On the 27th February, a Friday, Jame Ruse’s UNICEF club held an

event titled “Sunnies for Sight” day. It was an event dedicated to

raising of awareness about preventable youth blindness and

impairment. Here were two promotional videos played before the

event.

(show two promotional videos)



Ask questions:

- So what did you guys think?

- What worked?

- How did these things work?

- What didn’t work and why?

- How could have it been improved?

Ok so for this event, we decided to split the marketing process into two stages. The first was

designed to be like the tremors before an earthquake. To raise interest and to alert the school

about an upcoming event. This happened throughout week 2 and 3. During this initial stage,

we put up posters, like this one, and showed the first video. During this initial stage, it was

important not to make things too dramatic or over-flared, as it is hard to maintain anticipation

and hype. The second stage, involved getting the whole school on board with the event. Here,

we released the second video, a more entertaining and memorable promotion, and we also

took more direct and intimate approaches, such as writing notices in the daysheet and giving

announcements at sports assemblies. This was all to gain maximum hype and interest.

So part of the marketing process involved promoting the central theme of the event. Wearing

sunglasses to school and buying drinks at the kiosk. We chose sunglasses because it was an

easy way to get more people involved, as it is something people are interested in. So for all of

our promotional material, we focused on implementing sunglasses with everything. From the

title “sunnies for sight” to the posters and videos. Hence, this effectively, becomes an

“emblem”, the face of an event or organisation that is memorable and would generate

popularity.

#2 - THE ALS ICE BUCKET CHALLENGE

(show video)

The ALS Ice Bucket Challenge was a viral sensation across nearly all social media during

July to August 2014. The challenge encouraged nominated participants to be filmed having a

bucket of ice water poured on their heads and then nominating others to do the same. A

common condition is that nominated participants have 24 hours to comply or forfeit by way of

a charitable financial donation. The event later became a huge success with hundreds of

thousands taking part, including many famous celebrities.

Ask questions:


- What worked?

- How did these things work?





# 3 - KONY 2012

(show poster)

Kony 2012 (officially KONY 2012 or Kony2012) is a short film produced by Invisible Children,

Inc. (authors of Invisible Children). It was released on March 5, 2012. The film's purpose was

to promote the charity's "Stop Kony" movement to make African cult and militia leader,

indicted war criminal and the International Criminal Court fugitive Joseph Kony globally knownin order to have him arrested by the end of 2012, when the campaign expired. The film spread

virally. As of January 1, 2015, the film has received over 100 million views and nearly 1.4

million "likes" on the video-sharing website YouTube. The campaign resulted in a resolution

by the United States Senate and contributed to the decision to send troops by the African

Union. The film also called for an April 20 world wide canvassing campaign, called "Cover the

Night"

Ask questions:


- What worked?- How did these things work?



So technewsworld actually provides a very well-backed explanation on the success of Kony

2012.

STORY

"The 'Kony 2012' video took off because it had all the elements of a great story -- background

on the founder, a plot, a resolution, a call to action," Shama Kabani, CEO of The MarketingZen Group.

VIDEO

The video was beautifully crafted and appealed directly towards the younger population in

terms of music and cinematic style.

PRIOR PREPARATION

Before the video production, before the story was written, even before the first video

brainstorming session, hours and hours of work was done in the real world by real people

before real audiences. It wasn’t just an overnight success, it involved months and months,

even years, of planning to build a large momentum, the video was just a catalyst.

Action kits: badges, posters, infographics

Strong social media following: many people supporting the cause to ensure no collapse

Credible sources: numbers and figures of statistics, witness accounts, all the information was

legitimate and this ensured the success of the campaign



SCENARIOS

5. Example Scenario (lets think of some) plus analysis, break up into 3 groups, plan an ad for

the given scenario, and maybe even act it out

- Advertising for saving the rainforests

-Raising money/clothes for Asylum seekers

- Raising money for the Cancer council

- funding for rspca

- raising awareness for particular disease. e.g. tuberculosis

- funding for school playgrounds

-

DISCUSSION + FOCUS QUESTIONS

Final focus questions:

-what worked in those presentations?

-what didn’t?

- How were these presentations appealing/not appealing to teenagers/other demographics?

Documents

Marketing (HS)