NOTES FROM THE FIELD: Managerial Marketing - Residency 3!

Nancy Van Leuven, Ph.D.October 2011

Managerial Marketing

Current trends include:

Clutter: Global response to true crime and icons

Continuing: The changing rhetoric of activism and protests

Notes from the Field• (ATTENTION)

Trends• (INTEREST)

Focus, Objectives• (DETAIL)

Today’s schedule• (ACTION)

Overview of today’s presentation

Some media/marketing trends

• Former fB President Sean Parker:

-- Facebook power users have gone to Twitter or

Google+

-- (fB doesn’t give enough ways to manage info glut)

• PR as “Blood Sport”

-- PR firms are doing pro bono work for #OWS and

more

--- Messaging of political debates and protests may

splinter

Worth noting: Global response to true crime

.

World tributes following Steve Jobs’ passing . . .

• fB viral posting of

2005 Stanford commencement address

• (Like MJ) Twitter crashed; 24-hours later, still

trending: #Steve Jobs, #iSad; #ThinkDifferent,

#ThankYouSteve

• (Pre-planned day of Jobs-wear)

October 14: Steve Jobs Day

Penney’s statement after over 1,600 signed protest letter on change.org:

Follow-up: Nonviolent Protests, 2011

#OccupyWallStreet #TarSandsAction

Tar Sands Action or Keystone Pipeline?

• From Sierra Club: Join us at the largest Tar Sands Protest in history!

“We need to send President Obama a message he can’t ignore about tar

sands. On November 6th, the Sierra Club is gathering with allies from

around country to encircle the White House and rally against tar sands.”

WHO: People who want to save the planet from destruction of Big Oil’s

tar sands plans.

WHAT: Public protests to demonstrate to President Obama that tar

sands will not be tolerated

WHEN: Sunday, November 6th

WHERE: The White House, 1600 Pennsylvania Ave, Washington, D.C.

Competing messages or in synch with #OWS?Facebook presence/actions

• Largest Tar Sands Action FB group passed 20,000 fans on Tuesday

• New 10-minute video explains it all (Stop the Pipeline: The Rise Against Keystone XL)

• News about NYC solidarity protest at Obama’s office, new Robert Redford video, updated pumpkin carving templates

Keystone Pipeline

#OWS, going global, building on historical movements

One-month anniversary night in NYC, Oct. 17:

“We shall overcome “ is now “We shall not be moved”

Academic study: “Mainstream Support for a Mainstream Movement:

The 99% Movement Comes From and Looks Like the 99%”

2135 communities --Now expanded from New York to: Austin, Atlanta, Baltimore,

Boston, Casper, Chicago, Cleveland, Cincinnati, Hartford, Indianapolis, Juneau,

Las Vegas, Los Angeles, Minneapolis, New Orleans, Oakland, Orlando,

Philadelphia, Phoenix, Portland (Maine), Redding, San Francisco, Seattle,

Tucson, Washington D.C., Wichita, Worcester

Marchs, possible extended meet-ups and occupations in: Boise, Dallas, Dayton,

Houston, Jersey City, Portland, Sacramento, Salt Lake City, Tampa, more.

Comparisons in media to Abbie Hoffman

Yuppie on Wall Street 8/24/67, mastered media in Steal this Book: Make every opp dramatic.Use visuals, musical effects.Don’t stiffen up.Make it brief and action-packed.Express emotions.Remember: You are advertising a new way of life to people.At the same time you’re mocking the shit they’re pushing, steal their techniques.

COURSE LEARNING OBJECTIVES

• Apply methods learned in the course to create a strategic marketing plan for an existing organization

• Publish public blog posts of an organization’s marketing and/or brand strategy through evaluation and examination of a green, social, or cause marketing program

• Analyze, critique, recommend and apply strategic marketing methods in the context of environmental, social, and economic sustainability.

• Team based EL project enables students to integrate leadership competencies.

REMINDER: Here’s how this course is integrated into the Presidio MBA Program. It supports the three program outcomes of:

1) business foundations, 2) sustainable

leadership 3) sustainable systems.

EL Marketing Plan Deliverables

PLAN (and

ex. summary) 12/13

1. EL Letter, Concept Statement 9/7

2. Situational

Analysis9/20

3. Marketin

g & Branding Strategies 10/18

4. Complete Draft

11/15

Reminder of learning outcomes: Business foundations, sustainable leadership, sustainable systems

Next Deliverable: Draft of Final Plan (including revisions) and executive summary

(5,000 word maximum, not counting executive summary)

1. Executive Summary (to upload to the EL Moodle site) 2. Situation Analysis

3. Brand Strategy4. Marketing Strategy

5. Strategic Alliance Strategy6. Marketing Research

7. Financials8. Controls and Metrics

9. References10. Appendix

P. S. A word about feedback and grading timelines for teaching team . . .

1. Executive Summary

2. Situation Analysis

3. Brand Strategy

4. Marketing Strategy

Separate, extracted summary is first-look at your strength and credibility

Insert at beginning of plan, before situation analysis

Upload final version to EL Moodle site by December 13.

5. Strategic Alliance (Collaborators) Strategy

• Define objectives / goals of collaboration / alliance

strategy

• List organizations, individuals, etc. important to success

of the plan and how they will be engaged

• Provide a visual map of alliances and how the system

benefits your plan, where appropriate

Pages 54-55 of Kotler & Keller:

Types of alliances include product or service, promotional,

logistics, and pricing

6. Marketing Research

• List activities necessary to support development, implementation, and

evaluation of the marketing strategy

In Kotler and Keller, process is described in detail on pages 90-105

Example from page 61 about fictional sports company:

Pegasus is located in the center of the skating world, Venice, California.

It will be able to leverage this opportune location by working with many

of the different skates that live in the area. Pegasus was able to test all

of its products not only with principals, who are accomplished skaters,

but also with many other dedicated and “newbie” users located in

Venice. The extensive product testing by a wide variety of users

provided Pegasus with valuable product feedback and has led to several

design improvements.

7. Financials

Marketing budget: See Kotler and Keller pages 85-86, 113, 484-

485 , 499-500, 572-573; plus example on page 62

8. Controls and Metrics

Plan to assess and measure resultsUse Elluminate session and presentation posted on the course page to help determine metrics for your plan

See Kotler and Lee page 62 for example of “Controls”

9. References

• ALWAYS use APA, including dates of web

retrieval

• Kotler and other strong marketing resources

9. Appendix

• List of tables

• List of charts

• List of graphs (reminder for reader ease)

• Additional research, notes, data

Final thoughts (based on past client feedback):

• Omit PGS team name

• Traditional format helps going up business chain/outside

readers

• LABEL graphs and figures (and summarize for readers)

• TOC helps organize sections plus graphics and appendices

CHANGE to course page:

Scheduled Elluminate Live! Session on Pulling it All Together

(November 3)

Replaced with OPTIONAL team calls with NVL during November

(Pre-scheduled, with agenda before meeting!)

Schedule

9:00-10:15 Notes from the Field, Marketing plan overview10:10-10:30 Break10:30-12:30 AASHE conference recap/CSR cases

22-minute meeting exercisesTeam time!

12:30-1:30 LUNCH1:30-2:00 Ignite prep for next res (sample, rubrics)2:00-3:00 Quickfire Speakers: People Powered Savings3:00-3:20 Break3:20-5:00 Quickfire Challenge assignments, team time!