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Public Relations and Sponsorship Programs Public Relations and Sponsorship Programs

Public Relations and Sponsorship Programs - PowerPoint Presentation

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Public Relations and Sponsorship Programs - PPT Presentation

Chapter 10 Public Relations To provide information to the public that reinforces a firms positioning and image Can be used to change the publics perception of a firm This can be done internally or by an external firm ID: 275480

marketing public event image public marketing image event relations http positive www firm related sponsorship consumers approach activities education

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Slide1

Public Relations and Sponsorship Programs

Chapter 10Slide2

Public Relations

To provide information to the public that reinforces a firms positioning and image.

Can be used to change the public’s perception of a firm.

This can be done internally or by an external firm. Slide3

Identify internal and external stakeholders

Assess the corporate reputation

Audit corporate social responsibility

Create positive image-building activities

Prevent or reduce image damage

F I G U R E 1 3 . 1

Public Relations FunctionsSlide4

Public Relations Tools

Newsletters

Media news releases - positive or negative

Websites

Special events – sometimes tied to a causeAnnual reportsSlide5

Approaches to Public Relations

Altruistic activities

e.g. internally geared approach

Cause-related marketing

e.g. externally geared approach - charities, non-profit associations, etc.Slide6

Cause-Related Marketing

This approach has many benefits:

Intangible elements – goodwill and top of mind

Increased business

Can create a favourable image of the business/firm

Can change consumers perceptions of the firm e.g., Wal-Mart - sustainability consortium Slide7

Cause-Related Marketing

Consumer studies show that:

78% of consumers are more likely to purchase a brand associated with a cause they care about.

54% would be willing to pay more for a brand that is associated with a cause they care about – e.g. Fair trade coffee

66% would switch to support a particular cause

84% indicate that cause-related marketing creates a more positive image of a company.One issue with this approach is that a cause liked by one – disliked by anotherSlide8

YWCA Web site:

http://www.ywca.org

Improve public schools (52%)

Dropout prevention (34%)

Scholarships (28%)

Clean-up environment (27%)

Community health education (25%)

F I G U R E 10 . 3

Causes Consumers PreferSlide9

McDonald’s reminded the public of its support for the Olympics with a series of advertisements.Slide10

Green Marketing –a rallying cause?

However consumers are not always willing to sacrifice:

Price

Quality

Convenience

Availability andPerformanceto become “Green”Slide11

What’s Happening?

http://

www.youtube.com/watch?v=8rP7umMjjxE

http://www.youtube.com/watch?v=Sjl5_vDfiuM&sns=em – Australian Beer ad

Final Exam final proposal/optionSlide12

Discrimination

Harassment

Pollution

Misleading communications

Deceptive communications

Offensive communicationsLabour laws – GAP Inc.Empowerment of employees.Charitable contributionsSponsoring local eventsSelling environmentally safe productsOutplacement programsSupport community events

Combining cause-related marketing as primary strategy - Dove

Image Destroying Activities

Image Building Activities

F I G U R E 1 0. 2 -

edited

Examples of Socially Responsible/Irresponsible ActivitiesSlide13

Proactive Strategies

Entitling – claim responsibility for positive outcomes

Enhancements – creating desirable outcome in public’s eye

Reactive Strategies

Internet interventions

Crisis management programsApology StrategyImpression management techniques

F I G U R E 1 0 . 7

Damage-Control StrategiesSlide14

Positive and Socially Responsible Marketing

Identify areas where the firm can make a positive difference –

http://www.starbucks.com/aboutus/csr.asp

Make sure local/international media are aware.

Inform and involve employees.

Invest in advertising and public relations to highlight the firm’s efforts – more and more popular.

To maximize positive impact:Slide15

Public Relations

Strengths

Reaching Elusive Audiences

Image and Reputation Management

Credibility

Relatively Low CostWeaknessesRelative Loss of ControlMeasurement Difficulties (Effectiveness)Slide16
Slide17

Sponsorship Programs

Objectives:

Enhance company image

Increase visibility

Showcase a product

To develop new customer relationshipsTo get rid of excess inventorySponsorships are a critical part of many firms IMC plans e.g. - http://www.budlight.ca/sponsorships.php Slide18

Event Marketing and Sponsorships

Canada

Source: “How Big is the Canadian Sponsorship Pie?”

The Sponsorship Report

(http://www.sponsorship.ca/p-issues-howbig.html

)

Sports (45%)

Cultural Events (20%)

Education (10%)

Health (10%)

Humanitarian (10%)

Environment (2.5%)Slide19

Copyright © 2010 by Pearson Education, Inc. publishing as Prentice Hall

Event Marketing and Sponsorships

in North AmericaSlide20

Approaches to Sponsorships

A firm may choose to:

Sponsor an individual

Sponsor an event

Other

Specific group – i.e., school choir Real Property (naming rights) - http://www.forbes.com/2006/11/14/baseball-mets-citigroup-biz_cz_kb_1114naming_slide_2.html Slide21

Sponsoring an Individual

What attributes do sponsors look for in endorsing an individual such as Danica Patrick or Sidney Crosby?

Name recognition

Current popularity

Overall image

CharacterSlide22

Sponsoring an Event

Many factors to consider:

Determine objective(s) – e.g.CIBC run for the cure

Match event with customers

Cross-promote event – e.g., with new products, etc.

Maintain a consistent themeTrack resultsEvaluate investment of event, and against other IMC tools