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She’s the First. Celebrity Endorsement/Involvement. University of Michigan PR Workshop 2012. Tom Keaney, Erica Avesian, Lizzie Mac, Erin Kastelz, Breanna Bueche, Krista Carney, Jennifer Mulligan. Background Information. While brainstorming, we noted the following issues: - PowerPoint PPT Presentation
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University of Michigan PR Workshop
2012
She’s the FirstCelebrity Endorsement/Involvement
Tom Keaney, Erica Avesian, Lizzie Mac, Erin Kastelz, Breanna Bueche, Krista Carney, Jennifer Mulligan
Background Information
While brainstorming, we noted the following issues:
- Keeping the local feel of She’s the First as well as the values and brand that
Tammy has built
- Understanding the cynicism with “celebrity” and “celebrity endorsement”
- Our solution is to spin the idea of “celebrities”
while remaining focused on the grassroots and local-focused success
that She’s the First stems from
- Providing real results and a fully applicable game plan for She’s the First
Celebrities Media
AwarenessAll parties will mutually benefit from the interactions between celebrities, She’s the First’s
awareness, and media
Main Focuses for the Campaign
WE REDEFINE “CELEBRITY”
Two branches of focus: Local and National levels. Local level will focus on metro-area of chapter and on-campus whereas National will be all-encompassing of the U.S.
We call these on-campus celebrities “Campus Stars” - people of exemplary integrity and campus leadership who help She’s the First raise awareness at their university
We will be creating a relationship between the campus celebrities and the national spokesperson to create new kinds of celebrities - real life heroes.
#IMTHEFIRST Twitter Hashtag Campaign
Promotes Tweet-Ups among local chapters and friends to share fundraising ideas, tie dye cupcake recipes, provide updates, etc.
Creates a Twitter community of powerful and shared experiences being the “first” of something
Really tap into celebrities’ large Twitter follower fan base
Who “Campus Stars” Are
We don’t need George Clooney!
Only 2% of donation motivation stems from celebrity endorsement
52% of giving stems from peer or friend endorsement
56% of giving stems from trust of the organization
72% were very likely or somewhat likely to stop donating if they did not feel a personal connection to the organization
We are looking for real and authentic campus leaders who will serve as role models for not only our sponsored girls but anyone involved
The sponsored girls are also Campus Stars
Campus and Local Level
Campus Stars of individual chapters will increase the successful hyper-locality of She’s the First.
For the University of Michigan this could include: Denard Robinson and the University of Michigan football team, President Mary Sue Coleman, Darren Criss, Lucy Liu
The involvement of campus celebrities increases awareness through the coverage they receive. In other words, as Tom taught us, where the celebrities go, the media goes, and we can use that to foster more attention for our cause.
For the University of Michigan: Denard Robinson for example, not only would he garner more male participation, but also coverage from local and national sports networks, local and national newspapers, blogs, online magazines, etc.
Student organization sponsorships for co-hosted events with She’s the First. Organizations like K-Grams, America Reads, and Teach for America would be ideal.
Potential Media Outlets
We focus on Campus, Local and National levels to create awareness
Campus Level: Campus Stars at the University of Michigan can be featured on: The Michigan Daily, College Lifestyles, WOLV-TV, HerCampus Online Magazine - UM Chapter
Local Media Outlets: The Detroit Free Press, AnnArbor.com
National Media Outlets: People, Us, Seventeen, Glamour, The Food Network, MTVU, MTV, etc.
Search optimization: 71% of the preferred way to learn about an organization is a web search
Local/National Campus Star CompetitionThe team wanted to create a competition where people at universities with She’s the
First chapters could nominate aperson at their university who they know to be a Campus Star and the first at something amazing
Hypothetical example: Winner of the nominations for Campus Star at the University of Michigan could win a tie-dye cupcake making date with Denard Robinson, a She’s the First Campus Star. Winners at the campus/local level are finalists in being chosen to go with our hand picked national spokesperson for a week to the site of a school, whose students are sponsored by She’s the First.
Media coverage from Denard Robinson’s involvement could include: The Daily, WOLV-TV, HerCampus, ESPN, Big Ten Network, and possibly a ton more could raise awareness for She’s the First - who doesn’t love coverage of a sweet and caring football player? It’s the pitch that “never fails.”
Allows schools to share incredible stories and narratives of chapter members. The difference they make in being the first at something helps illustrate the importance of She’s the First’s sponsored girls’ education
Gives members recognition for their hard work and stories and allows potential to share their trip with spokesperson and take pictures and videos of the sponsored girls
Cupcake Wars Feature“Cupcake Wars” on the Food
Network would have an episode covering She’s the
First’s cause
Contestants would compete to create the best tasting and
best decorated tie dye cupcakes
Guest judge along with regular panel of judges would
be national spokesperson
$10,000 prize could go towards an event showcasing winner’s recipe and cupcake
design and She’s the First
Introducing: Our Hand Picked SpokespersonZooey Deschanel...
...is on the hit television series New Girl where she plays a teacher
...donates $1500 every month to philanthropic organizations
...is not a designated spokesperson for any other foundation as of yet
...appeals to a wide range of audiences and very versatile as a celebrity
...fan base stems from TV and music realms
...is the new “it” girl in Hollywood; Zooey has a great reputation with no scandals and a fresh face
Why Zooey Deschanel?
Zooey has 1.77 million Twitter followers and a very strong presence on Tumblr. HelloGiggles.com
Zooey also has over 1.07 million “likes” on Facebook with over 75,000 discussions about her
Zooey is certainly the ideal. If not her, then a similar someone would be great in the sense that they would be...
...mid-range millenial with a good reputation across age groups
...with strong social media presence
...a celebrity with real staying power in the media
with cross over talent across different realms (music, television, film, and so forth)
Girls Who Rock!Expanding to appeal to 18-30 demographic and increase sponsorship/awareness
We want to create ‘The Purple Carpet’ for all guests with a “Hollywood Walk of Fame” featuring the girls who are sponsored by She’s the First all over the world
The music featured would be Zooey’s band, She & Him, and other indie girl artists
Why “indie” music?
Live stream of the event, music blogs, #GirlsWhoRock, etc.
Social Media and Celebrity
Approach celebrities who are already active in tweeting about philanthropic causes to retweet information regarding She’s the First and to talk about what they are the first at (#imthefirst)
Approach fashion bloggers to talk about the Rhinestone Cupcake Necklace Campaign and She’s the First’s cause
Local level: #imthefirst hashtag
Example university student tweet: “I’m the first woman to graduate from college in my family @UniversityofMichigan @ShestheFirst #imthefirst”
Promote “Tweet-Ups” where advocates for She’s the First can gather fundraising ideas and events by meeting up through tweets in person or virtually and hear powerful stories Campus Stars all through the #imthefirst hashtag
The Cupcake Rhinestone Necklace
CampaignGive ideal celebrities and Campus Stars a “Rhinestone Cupcake Necklace” which is more than jewelry, it’s a statement.
Put it into gift bags for award shows with celebrities
Celebrities can be photographed wearing the necklace in “Star Tracks” for example and in various media clips in news segments
Campus Stars can share through Twitter, Facebook and Pinterest photos of them wearing the cupcake necklace and creating a hashtag for it to create a Twitter community with celebrities of all kinds
Wrap Up and Summary
Public relations focus for She’s the First celebrity endorsement and involvement will be broken down to national and local levels:
Redefine celebrity: “Campus Stars” and traditional celebrities
#imthefirst Twitter hashtag campaign
Zooey Deschanel as the national spokesperson
Linking local level to national levels to gain awareness and to execute creative storytelling while maintaining the brand’s original vision and values
Celebrity Endorsement/Involvement Team: Tom Keaney, Erica Avesian, Lizzie Mac, Erin Kastelz, Breanna Bueche, Krista Carney, Jennifer Mulligan