Post on 04-Jan-2016
ClowBaack – Integrated Campaigns in Action Copyright © 2015 Pearson Education, Inc.
Just Curb ItGremillion & Pou
for Integrated Advertising, Promotion, and Marketing Communications 7e
Clow and Baack
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ClowBaack – Integrated Campaigns in Action Copyright © 2015 Pearson Education, Inc.
Background
• Makes cardboard boxes from 100% recycled paper• Building $160 million recycling mill at The Port of
Shreveport/Bossier• Needed recycled materials
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ClowBaack – Integrated Campaigns in Action Copyright © 2015 Pearson Education, Inc.
• Full-service integrated marketing firm
• Started in 1981 by Anne Gremillion and Robert Pou
• Consistently achieve positive marketing results
• Hard work and progressive thinking is central to how we develop marketing solutions that work
• Track actual results of initiatives and feed that information back into our planning
• Maintain open dialog with our clients about the pros and cons of the marketing efforts at work, so those efforts can be adjusted for maximum results
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ClowBaack – Integrated Campaigns in Action Copyright © 2015 Pearson Education, Inc.
Campaign Challenge• Communicate ease of curbside recycling• Leverage environmental concerns to create desire to recycle• Teach public how to recycle
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ClowBaack – Integrated Campaigns in Action Copyright © 2015 Pearson Education, Inc.
• Had to be easy or citizens would not do it• Stress the ease of single-stream recycling• Must place blue cart at the curb• Shreveport Mayor agreed to be spokesperson to help encourage our total community to “Go Green!”• Created informative website
Making Recycling Easy
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ClowBaack – Integrated Campaigns in Action Copyright © 2015 Pearson Education, Inc.
Campaign Strategy• Create partnership – Pratt, City of Shreveport and local media• Create television ad• Mayor of Shreveport, Mayor Glover• Faith Jenkins – Miss Louisiana 2000• Develop media partnerships
• Maximize public service airtime• Encourage reporters to invest in the story
• Celebrate delivery of first recycling cart• Pitch stories throughout the cart delivery phase• Create reporter ride-along opportunities
• First day of recycling pickup6
ClowBaack – Integrated Campaigns in Action Copyright © 2015 Pearson Education, Inc.
Campaign ThemeNeeded a campaign theme that- would be kid-friendly so they can pressure their parents - - show how easy single stream recycling is--- communicate that it’s the right thing to do
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ClowBaack – Integrated Campaigns in Action Copyright © 2015 Pearson Education, Inc.
Campaign Theme
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Agency created a “Just Curb It” Audio Clip
ClowBaack – Integrated Campaigns in Action Copyright © 2015 Pearson Education, Inc.
Television (PSA)
• Partnerships were created with every TV and radio station in the market
• :10 :15 and :30 TV spots were created9
Faith Jenkins – Miss Louisiana
ClowBaack – Integrated Campaigns in Action Copyright © 2015 Pearson Education, Inc.
Television (PSA)
• Partnerships - every TV and radio station in the market• Having Mayor’s support was critical for minority community
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Shreveport Mayor Glover30 second spot
ClowBaack – Integrated Campaigns in Action Copyright © 2015 Pearson Education, Inc.
Television (PSA)
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Shreveport Mayor Glover15 second spot
ClowBaack – Integrated Campaigns in Action Copyright © 2015 Pearson Education, Inc.
Television (PSA)
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Shreveport Mayor Glover10 second spot
ClowBaack – Integrated Campaigns in Action Copyright © 2015 Pearson Education, Inc.
Outdoor
Through media partnership with the local outdoor company Pratt paid for the production and we received:
• Two 14 x 48 vinyls were produced and were rotated on available boards throughout the year
• Digital designs were run on available boards for months
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ClowBaack – Integrated Campaigns in Action Copyright © 2015 Pearson Education, Inc.
Newspaper/Magazine
• This ad ran in the Sunday daily and a weekly magazine to reach an older demographic.
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ClowBaack – Integrated Campaigns in Action Copyright © 2015 Pearson Education, Inc.
Magazine
• Special pull-out 4-page section• Ran in a weekly magazine to help
reinforce the reasons to recycle.• The layout served as the layout for a
residential brochure for neighborhood meetings
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ClowBaack – Integrated Campaigns in Action Copyright © 2015 Pearson Education, Inc.
Magazine Pull-Out layout
also served as aResidential Brochure
Page 1
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ClowBaack – Integrated Campaigns in Action Copyright © 2015 Pearson Education, Inc.
Magazine Pull-Out layout
also served as aResidential Brochure
Page 2
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ClowBaack – Integrated Campaigns in Action Copyright © 2015 Pearson Education, Inc.
Magazine Pull-Out layout
also served as aResidential Brochure
Page 3
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ClowBaack – Integrated Campaigns in Action Copyright © 2015 Pearson Education, Inc.
Magazine Pull-Out layout
also served as aResidential Brochure
Page 4
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ClowBaack – Integrated Campaigns in Action Copyright © 2015 Pearson Education, Inc.
Campaign Results• Media Partnerships
• Investment of $50,000• Returned $400,000+ in air time of commercial messages
• Public Relations Campaign• Investment of $18,000• Earned a total of $270,000 in media coverage
• Shreveport’s first months of recycling• Achieved 97% participation!
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