Based on the case proposal and professors comments, and the example of Lay 2015

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unehyryr93

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Based on the case proposal and professors comments, and the example of Lay 2015, Please write a 6 page research proposal. For example, divide to Brand, consumer, business owner, market, campaign etc. Let me know if any questions. Topic is how AmEx use shop small Saturday to promote its credit card purchase or business owners to accpet the card.

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MS, Communications Practice Portfolio SUGGESTED RESEARCH PLAN TEMPLATE Student: Date: Topic Summary: (one sentence) Example (Corp Com/PR topic): How Toyota moved the story about unintentional acceleration off the front pages of the daily national newspapers and off the 24 hour news networks. Example (Brand topic): How Burberry used communications to revitalize its traditional brand to reach new audiences in the 1990s-2000s. QUESTIONS I WANT TO ANSWER HOW THE ANSWER(S) TO EACH OF THESE QUESTIONS WILL MOVE MY PROJECT AHEAD WHOM I WILL ASK RESEARCH METHOD(S) Example 1 Example 1 Example 1 Example 1 How many people play poker in the US today? What are the demographics of poker players? Are there any clear segments within this group? Example 2 What alternatives do young, on-the go mobile music listeners have to my client’s Zen MP3 players? This information will help me better understand the size of the opportunity for the client’s brand of poker wear. Poker industry associations, poker trade journals, sources in the library about US recreational practices Example 2 This information will help me define the competitive frame for the positioning of the Zen brand. • Example 2 • Shoppers and attendants at a range of retailers outlets that sell MP3 players Desk research Example 2 • • Store checks at Best Buy, WalMart, Target, and 3 independent electronics retailers Intercept IDIs • Websites that sell MP3 players • Online search of Amazon, J&R, (etc., etc.) • Electronics industry experts • Telephone IDIs with Ms. X (title, organization), Mr. Y (title, organization), and Mr. Z (title, organization) Example 3 What key factors did Burberry consider when revitalizing the brand—especially market trends and competitive trends? Example 3 This information will help me understand why the company chose to revitalize the brand and what direction to take with the revitalization. Example 3 • • • Example 4 How long did it take for Toyota to respond publicly to media reports about unintentional acceleration accidents? Example 4 Timeliness is a key element of how effectively a company addresses a crisis. This information will help me assess how timely Toyota’s response was to the unintentional acceleration crisis. Your Question 1 Your Question 2 Your Question 3 Etc. Add pages as you need them. Work from this plan, when it is complete, to make a rough schedule for your research. Burberry marketing execs in the UK and in New York Execs at Burberry marketing agencies and consultancies Fashion industry experts Example 3 • • • Example 4 • • Auto industry experts Crisis communications experts Desk Research Telephone IDIs with Ms. X (title, organization), Mr. Y (title, organization), and Mr. Z (title, organization) In-person IDIs with Ms A (title, organization) and Mr B (title and organization) Example 4 • • Desk Research Telephone IDIs with Ms. X (title, organization), Mr. Y (title, organization), and Mr. Z (title, organization) • In-person IDIs with Ms A (title, organization) and Mr B (title and organization) MS, Communications Practice Portfolio Case study proposal form 1. Topic Summary My portfolio will examine the effectiveness of AmEx’s “shop small Saturday” campaign from 2010 to 2017 to increase local business sales. 2. The Client What client organization will you be studying? AmEx was founded in 1850 March 18in New York City, and was founded as a joint stock corporation by the merger of the express companies owned by Henry Wells , William G. Fargo , and John Warren Butterfield. AmEx is a global services company that provides customers with access to products insights and experiences that enrich lives and build business success. The company is best known for its credit card, charge card, and traveler's cheque businesses. In 2017, Fortune ranked American Express as the 17th most admired company worldwide. AmEx invest heavily in marketing campaigns, including “Don’t leave home without them, The Adventures of Seinfeld & Superman.” in 1975, "My life. My card." in 2004, and “Shop small Saturday” in 2010 to boost business sales during recession. In my project, I will examine the “shop small Saturday” campaign created by the advertising giant Ogilvy & Mather. 3. The Problem or Opportunity What is the client’s communications problem or opportunity? AmEx is very active in sponsoring events and investing in marketing campaigns. In 2010, America was in a great recession. Ogilvy & Mather’s helped AmEx to launch “shop small Saturday” campaign, the idea was to encourage holiday shoppers to patronize brick and mortar businesses that are small and local. One of the reasons is that AmEx wanted to change the shopping behaviors of Americans. Also, it is a shopping holiday in the US on the first Saturday after Thanksgiving. People will spend more money in the pre-Christmas season. In 2011, the United States Senate unanimously passed a resolution of support for Small Business Saturday. In 2014, estimated spending is 13.4 billion dollars. AmEx encouraged small business owners to take charge of the day, helping them promote their businesses with free personalized ads, which appeared millions of times across the web. AmExpublicized the initiative using social media, advertising, and public relations. Many local politicians and small business groups in the United States issued proclamations concerning the campaign, which generated more than one million Facebook "like" registrations and nearly 30,000 tweets under the Twitter hashtags #smallbusinesssaturday and #smallbizsaturday 4. Evidence What evidence do you have at this point that makes you confident this particular problem is indeed worth solving for the client, or this particular opportunity is worth making the most of? In 2010, the holiday was promoted by American Express via a nationwide radio and television advertising campaign. That year Amex bought advertising inventory on Facebook, which it in turn gave to its small merchant account holders, and also gave rebates to new customers to promote the event. For example, President Obama joined one of the #shareyourlove hashtag campaign to promote “shop small Saturday”. The first event was sponsored by American Express, in partnership with the non-profit National Trust for Historic Preservation, Boston Mayor Thomas M. Menino, and Roslindale Village Main Street. My preliminary research includes AmEx history, awards/ recognitions, and has given me a broader understanding of the “shop small Saturday” campaign. I will need to check AmEx’s published annual report, and get more information about their target audience for the project. 5. Feasibility Why did you choose this particular client and/or issue? My motivation for the project is that I would like to work for a financial services company in the future. Also, I am passionate about credit cards. Personally I have opened credit card with AmEx because they offer great bonus and very convenient to use, particularly the Platinum one. I have visited Digitas last semester with the class, and one of their clients is AmEx. Digitas did #shareyourlove break records with over 85 million social engagements and 70 million snapchat filters for AmEx “shop small Saturday”. Also, one of the program graduates works there. I will get in touch with her and see if she would help me connecting with AmEx people. 6. Phone Number and E-Mail Address What phone number and e-mail address should we use to correspond with you this semester? My phone number is 9174972503, email is dy2338@columbia.edu 7. Citation https://www.americanexpress.com/us/small-business/shop-small/about https://www.adforum.com/agency/5066/creative-work/34474690/shop-small-small-business-saturday/americanexpress https://www.digitaslbi.com/en-us/work/creative-marketing-small-business https://www.dandad.org/en/d-ad-amex-small-business-saturday-case-study-insights/ https://www.adforum.com/agency/5066/creative-work/34474690/shop-small-small-business-saturday/americanexpress MS, Communications Practice Portfolio SUGGESTED RESEARCH PLAN TEMPLATE Topic Summary: Analysis of Lay’s use of social media to crowdsource a new flavor of potato chips. QUESTIONS I WANT TO ANSWER BRAND Brand Equity: • What was the brand equity prior to and after the campaign? Communication: • How did the brand communicate prior to the campaign? Was in one-way or two-way communication? • What were the key messages of the previous ads? HOW THE ANSWER(S) TO EACH OF THESE QUESTIONS WILL MOVE MY PROJECT AHEAD This information will allow me to determine people’s general perceptions about the brand. The ads prior to the campaign will help me understand the evolution of the brand’s communication. WHOM I WILL ASK RESEARCH METHOD(S) • Member of PepsiCo’s marketing team • Desk research, including analyzing data from websites such as Mintel, Factiva, Orbis, Hoovers • Telephone interview with Mr. Samuel Schmidt (Marketing Manager – Lay’s at PepsiCo) • Current and formal members of the ad agency’s and the media agency’s teams • Member of PepsiCo’s marketing team • Interview with the team from Energy BBDO • In person interview with Jay Widlitz, who was Assistant Brand Strategist at OMD • Telephone interview with Mr. Samuel Schmidt (Marketing Manager – Lay’s at PepsiCo) • Analyzing info from advertising forums, case study websites (such as WARC and Mindjumpers), Youtube, and Lay’s channels CONSUMERS MARKET ENVIRONMENT Revenue: • What was the revenue of Lay’s prior to and after the campaign (2009-2012)? • What was Lay’s market share in the U.S. snack market in 2009-2012? This data will help me determine if there was a correlation between revenue growth and the ad campaign. • Member of PepsiCo’s marketing team • Analyzing PepsiCo’s annual reports (20092012) • Desk research, including analyzing data from websites such as Mintel, Factiva, Orbis, Hoovers • Telephone interview with Mr. Samuel Schmidt (Marketing Manager – Lay’s at PepsiCo) • Desk research: Simmons OneView • Telephone interview with Mr. Samuel Schmidt (Marketing Manager – Lay’s at PepsiCo) • Analyzing info from advertising forums and case study websites (such as WARC and Mindjumpers). Demographics: • What were the demographics for snack consumers from 2009-2012? • Were there any clear segments within those groups? • Which age range was the largest group of consumers of Lay’s from 2009-2012? Since it has been shown that the campaign was targeting at millennials, this demographic data will help me measure whether the campaign worked with its target audience. • Member of PepsiCo’s marketing team Behavior: • If there was a change in demographic of consumers from 2009 to 2012, what caused the change? • When buying snacks, how did consumers decide what to buy at the point of purchase? Was it the promotion? Flavor? Or brand? Understanding consumer behaviors will help me determine if there was a correlation between the shifts in demographic of consumers and the campaign, and how the campaign worked with its target audience. • Shoppers and attendants at a retails. • Current and formal members of the ad agency’s and the media agency’s teams • Store checks at CVS, Walgreens, Duane Reade • Analyzing info from advertising forums and case study websites (such as WARC and Mindjumpers). • Interview with the team from Energy BBDO • In person interview with Jay Widlitz, who was Assistant Brand Strategist at OMD Industry Landscape: • Was there any news/trend that affected the snack This information will help me understand the context of the situation, and therefore will help me determine if there was a • Current and formal members of the ad agency’s and the media agency’s teams • Analyzing PepsiCo’s annual reports (20092012) industry? Competitors: • What were Lay’s major competitors and what were their revenues in 2009 – 2012? • Did the competitors have engaging platforms? • Was there any brand that did similar campaigns as Lay’s Do Us A Flavor? CULTURE Trend: correlation between the snack industry landscape and the campaign. • Member of PepsiCo’s marketing team • Desk research, including analyzing data from Business Source Complete, Statista • Analyzing data from business journals and articles such as Forbes, Bizjournals, Fiveminutemarketing • Analyzing info from advertising forums and case study websites (such as WARC and Mindjumpers). • Telephone interview with Mr. Samuel Schmidt (Marketing Manager – Lay’s at PepsiCo) • Interview with the team from Energy BBDO This information will help me understand the context of the situation, and therefore will help me determine if there was a correlation between the competitors’ performance and the campaign. • Current and formal members of the ad agency’s and the media agency’s teams • Member of PepsiCo’s marketing team This information will help me understand • Current and formal members • Analyzing PepsiCo’s annual reports (20092012) • Desk research, including analyzing data from Business Source Complete, Statista • Analyzing info from advertising forums and case study websites (such as WARC and Mindjumpers). • Telephone interview with Mr. Samuel Schmidt (Marketing Manager – Lay’s at PepsiCo) • Interview with the team from Energy BBDO • Desk research on trend CAMPAIGN • What were food/ eating trends in 2012? • How did social media affect consumer behavior in 2012? the context of the situation, and therefore will help me determine if there was a correlation between the trends and the campaign. of the ad agency’s team • Social media marketing expert • Member of the digital agency’s team reports and journal websites • Analyzing info from advertising forums, business articles and journals, and case study websites • Interview with the team from Energy BBDO • In person interview with Busaya Kittirungsi (Digital Designer at Deep Focus) • Interview with the team from The Marketing Arm Communication objective • What were the campaign’s business and communication objectives? This information will be the foundation of my project • Current and formal members of the ad agency’s and the media agency’s teams • Member of PepsiCo’s marketing team • Analyzing info from advertising forums, business articles and journals, and case study websites • Telephone interview with Mr. Samuel Schmidt (Marketing Manager – Lay’s at PepsiCo) • Interview with the team from Energy BBDO Media • How much did Lay’s spend on the campaign? Was the spending heavy compared to the competitor brands? The information will help me determine whether the ad campaign spending drove revenue. • Current and formal members of the ad agency’s and the media agency’s teams • Member of PepsiCo’s marketing team • Desk research, including analyzing data from AdSpender • Analyzing info from advertising forums, business articles and journals, and case study websites • Interview with the team from Energy BBDO • In person interview with Jay Widlitz, who was Assistant Brand Strategist at OMD • Telephone interview with Mr. Samuel Schmidt (Marketing Manager – Lay’s at PepsiCo) • In person interview with Busaya Kittirungsi (Digital Designer at Deep Focus) • Interview with the team from The Marketing Arm Messaging and Execution • What was the key message of the campaign? • The campaign was originated in the UK. How was the campaign in the US different from the original one in the UK? • Were there specific reasons for the duration of the campaign? • What were the touchpoints? • The campaign has been executed for 3 consecutive years, what are the differences among each year’s Do Us a Flavor? • Was there a difference in the brief of each year’s Do Us a Flavor? The information will help understand the development process of the campaign • Current and formal members of the ad agency’s and the media agency’s teams • Member of PepsiCo’s marketing team • Member of the digital agency’s team • Member of Facebook’s Creative Solutions team • Analyzing info from advertising forums, business articles and journals, and case study websites • Interview with the team from Energy BBDO • In person interview with Jay Widlitz, who was Assistant Brand Strategist at OMD • Telephone interview with Mr. Samuel Schmidt (Marketing Manager – Lay’s at PepsiCo) • In person interview with Busaya Kittirungsi (Digital Designer at Deep Focus) Interview with the team from The Marketing Arm Participation • Which group/age range of audience participated in the campaign the most? • What motivated people to participate in the campaign, i.e. submit the flavors, vote, set up a Facebook fanpage) This information will help me understand the target audience and measure whether the campaign worked with its target audience. • Current and formal members of the ad agency’s and the media agency’s teams • Member of PepsiCo’s marketing team • Member of the digital agency’s team • Member of Facebook’s • Analyzing info from advertising forums, business articles and journals, and case study websites • Analyzing data from social listening • Interview with the team • What were the factors that have made to campaign’s Facebook app one of the most widely used brand apps in the history of Facebook. • Having no control of the content submitting by the participants, how did Lay’s plan to manage if something would go wrong? Result • Was the KPI of the campaign? Was it flavor submission or revenue growth? • How did Lay’s measure the engagement rate? Creative Solutions team This information will help me determine whether the campaign achieved its objective. • Current and formal members of the ad agency’s and the media agency’s teams • Member of PepsiCo’s marketing team • Member of the digital agency’s team • Member of Facebook’s Creative Solutions team from Energy BBDO • In person interview with Jay Widlitz, who was Assistant Brand Strategist at OMD • Telephone interview with Mr. Samuel Schmidt (Marketing Manager – Lay’s at PepsiCo) • In person interview with Busaya Kittirungsi (Digital Designer at Deep Focus) • Interview with the team from The Marketing Arm • Telephone interview with Angie Fu (Lay’s Do Us a Flavor 2015’s finalist) • Analyzing info from advertising forums, business articles and journals, and case study websites • Analyzing data from social listening • Interview with the team from Energy BBDO • In person interview with Jay Widlitz, who was Assistant Brand Strategist at OMD • Telephone interview with Mr. Samuel Schmidt (Marketing Manager – Lay’s at PepsiCo) • In person interview with Busaya Kittirungsi (Digital Designer at Deep Focus) • Interview with the team from The Marketing Arm Assessment • Did the number of participation correspond with revenue growth? • What was the key factors that make the campaign successful? • How could the campaign have been better? • How does Lay’s visualize its 2016’s campaign? Is Lay’s planning to have Lay’s Do Us a Flavor 2016? This information will help me determine whether the campaign achieved its objective and foresee the future communication of Lay’s. • Digital marketing expert • Current and formal members of the ad agency’s and the media agency’s teams • Member of PepsiCo’s marketing team • Member of the digital agency’s team • Member of Facebook’s Creative Solutions team • Digital marketing expert • Advertising experts • Analyzing info from business and advertising forums, business articles and journals, and case study websites • Analyzing data from social listening • Interview with the team from Energy BBDO • In person interview with Jay Widlitz, who was Assistant Brand Strategist at OMD • Telephone interview with Mr. Samuel Schmidt (Marketing Manager – Lay’s at PepsiCo) • In person interview with Busaya Kittirungsi (Digital Designer at Deep Focus) • Interview with the team from The Marketing Arm • Interview with the team from Facebook’s Creative Solutions team
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Explanation & Answer

Attached.

Ms Communications Practice Portfolio
Thesis statement: It is important to know measure the success of an ad campaign. This is
because failure to do this can lead to a company wasting a lot of money that would have been
used in doing other things that would have benefited the company.

1. Brand
a) Brand equity
b) Communication
c) Revenue
2. Consumers
a) Demographics
b) Behavior
3. Market environment
a) Industry landscape
b) Competitors
4. Business
a) Profits
5. Campaign
a) Communication objective
b) Media
c) Messaging and execution
d) Participation

e) Result
f) Assessment


MS, Communications Practice
Portfolio

Topic Summary: How AmEx used shop small Saturday to promote its credit card purchase or business owners to accept the card.

QUESTIONS I WANT TO ANSWER
BRAND

CONSUMERS

Brand Equity:
• How did the brand equity
change after the shop small
Saturday campaign compare
to the situation before the
campaign?

HOW THE ANSWER(S) TO EACH OF
THESE QUESTIONS WILL MOVE MY
PROJECT AHEAD
The information gotten here will help to
show the change or lack thereof of the
perception of the people about the brand.

WHOM I WILL ASK

RESEARCH METHOD(S)

• The members of the marketing
department of AmEx.
• Business owners

• Observation in the small
business premises to see
the people who are using
the card.
• Telephone and face to
face interviews with
business owners.
• Interviewing the members
of the marketing
department of AmEx.
• Analysis of the
information from
advertising forums.

Communication:
• How was the brand’s
communication before the
launch of the campaign?
• What messages were
contained in the previous
campaign efforts?

Looking at the previous campaign efforts,
it will help to understand how the
communication has changed over time.

• The members of the marketing
department of AmEx.

Revenue:
• What was AmEx’s market
share before and after the
campaign?
• What was AmEx’s revenue
before and after the
campaign/
Demographics:
• What were the demographics
of AmEx’s card owners before
and after the campaign (20102017)
• Were there any clear
segments within those
groups?

The information gotten here will help in
showing whether the campaign had an
effect on the company’s market share and
whether the revenue of the company was
affected by the campaign.

• The members of the marketing
department of AmEx.
• Members of AmEx’s
accounting department.

It is clear that the campaign targeted the
citizens of the United States who were of
age to be cardholders. The information
gotten here will help to show whether the
campaign was a success in reaching
them.

• The members of the marketing
department of AmEx.
• Business owners

• Analysis of AmEx’s
annual reports before and
after the campaign
• Telephone and face to
face interviews with some
members of AmEx’s
accounting department
• Analysis of the
information from
advertising forums.
• Telephone and face to
face interviews with some
members of the
marketing department at
AmEx.

• Which gender was the largest
group of AmEx’s cardholders
from 2010 to 2017?
• Did the different places where
the cardholders reside show
difference in the adoption of
the card?

MARKET
ENVIRONMENT

• Interviewing business
owners.
• Observation in the
business’s premises to
see the people using the
card.

Behavior:
• If there was a change in the
demographic of cardholders
before and after the
campaign, what led to the
change?
• What made the consumers
choose AmEx’s cards, was
there some form of
promotion?
• If there was a change in the
number of cardholders in a
given region that was not
seen in another area, what
made the people in such area
decide to own the card?

If the behavior of the consumers is
understood, the information will help to
show whether there is a connection
between the shifts in behavior and the
campaign or not.

• Business owners
• The members of the Ogilvy
and Mather advertising
agency.

• Telephone and face to
face interviews with the
business owners.
• Telephone and face to
face interviews with the
members of Ogilvy and
Mather advertising
agency.
• Observation in the
businesses’ premises.
• Analysis of data from
advertising forums.

Industry Landscape:
• Was there a new trend
towards owning credits card
that affected the credit card
industry?

The information gotten here will help
inform the conclusion on whether the
campaign really had an effect after all, or
whether eve...


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