IMC Hawks Blog

Category: Corporate Communication

  • Tackling Consumers

    A round of applause for the Seattle Seahawks as the champions of the Super Bowl XLVIII. Even if you were not a fan of either the Broncos or the Seahawks, it almost a sure bet you tuned into the game. Every year over 100 million people observe what is arguably the sporting event of the year.

    The Super Bowl, however, is known for more than a fierce round of football – it’s known for the commercials. Here is time where advertisers pull out all the stops. Audiences expect commercials of both artistic and humorous grandeur. Prices for spots annually rise, this year topping at $4 million for a 30 second spot.

    Yet companies don’t spend millions for spots merely to entertain viewers. Unlike in decades past, advertisers are no longer in the business of explaining, but in the business of convincing and reinforcing. This is often the purpose of commercials we see every day. So, other than the guaranteed viewership, what is the worth of a Super Bowl spot?

    Credibility, claims Joe Glennon, assistant professor of advertising at Temple’s School of Media and Mass Communication. In an article for the Philadelphia Business Journal, Glennon explains that many advertisers walk away from the exorbitant price tag due to the simple financial standpoint that $4 million for 30 seconds is a largely impossible return on investment. He explains that of those who do justify the expense there are two primary advertisers – large, well known, companies who use the spots to reinforce brand propensities among current users, and smaller companies who use the spot as a means to launch into the market by gaining notoriety.

    So, in the myriad of last night’s entertainment, we have selected four commercials that beautifully represent the two credibility building categories Glennon noted; some attempting cut into, or further into the market, others reinforcing brand attitudes.

    Squarespace

    Squarespace created a spot that was a humorous, but accurate depiction of what the Internet is like – cluttered. Personifying memes, obnoxious advertisements, and the “duck face”, Squarespace offered to consumers that when using their services for website building and maintenance, the company could alleviate such distraction. So, why did Squarespace make it onto the list today? Simple, the Squarespace commercial introduced the company values and brand in a creative, weird, funny, and somewhat true way. Justifying the $4 million dollar expenditure seems to working so far – we are talking about – there’s probably a good chance other people are too.

    WeatherTech

    Although the ad was neither humorous nor heart-warming, WeatherTech’s commercial built on a sacred theme in the Super Bowl: American pride. Their slogan, “American Factories, American Raw Materials, and American Workers”, was enough to draw people’s interest and introduce their company as a defying the odds, sticking with their gut, and overcoming obstacles many American companies have faced. During a time when many gripe about US jobs becoming outsourced, it’s hard to say that WeatherTech didn’t prove their credibility with their national pride.

    Cheerios

    Yes, the adorable little girl is back and this time she is getting a brother. This 30-second ad wraps up what all of us remember of Cheerios and what the Cheerios brand wants us to remember about them; families coming together over love. Here Cheerios is showing how they are continuing to be a hearty and healthy part of growing families.

    Bank of America/(RED)/U2

    What does this commercial not do? It introduces U2’s new song “Invisible” (there is still time to get your free download if you haven’t done it), it highlights and raises money for the charity (RED), increases knowledge of AIDS/HIV, and shows Bank of America’s humanitarian efforts. Reinforcing their slogan, “Life is better when your connected”, Bank of America is giving a chance for its customers and the world to connect by helping to end an epidemic.

    What is your opinion? Do you think these commercials deserve a spot in these categories? What other commercials did you see that introduce the brand or reinforce existing brand propensities?

    –Caroline Robinson, Savannah Valade

  • The Hunger Games are…Real?

    The Hunger Games: Catching Fire, opened on November 22, 2013 as a sequel to the Hunger Games. What started as a series of books by Suzanne Collins has been turned into a hit soon-to-be trilogy. Catching Fire made an estimated $158,074,286.00 on its opening night in the United States alone, according to IMDB. The blockbuster film partnered with many companies, including Subway and Feeding America. This trio has combined forces to also include Twitter in an effort to end hunger.

    As a result of Subway and Catching Fire being partners, Subway is currently using the tributes of the Games to encourage people to eat in the restaurant. This type of celebrity endorsement brings in people who might not normally eat there. “Oh, if Peeta eats Subway, I should too!” Granted, this behavior might come more from children but they, in turn, will ask their parents to take them to Subway. I’ve seen this time and time again with my younger siblings. This also works for the older crowd, however, because a partnership of this nature often includes promotional items or sales/deals that someone may anticipate being offered. Subway has transformed their marketing strategies and dining areas, with concepts like “Where Victors Eat” and “Win your own Victory Tour,” with the latter being a sweepstakes in conjunction with their collectible Catching Fire drink cups.r_kat1

    In the third and final facet of this trio of partners, Feeding America has jumped in and put their cause directly in the middle. Subway has placed cardboard cutouts of tributes Katniss, Peeta, and Finnick in the dining areas of Subways. A patron, after eating “What Victors Eat,” can take a photo with the cutouts and post it to the Subway Twitter, with the hashtag of #SUBtractHunger. Each time a hashtag is used, it is counted towards the 1,000,000 meals that Subway will buy for Feeding America. In the fine print, it says that Subway will donate up to $125,000, as each dollar makes about nine meals. However, this linkage will only exist until 11:59pm on December 15, 2013. The meals will be provided from Feeding America through local food banks in areas in need.

    This celebrity endorsement effectively ties in cause marketing in order to create an environment in which Subway patrons are encouraged to aid Feeding America. Though there is no mention of patrons being able to donate money directly to Feeding America via Subway and Catching Fire, the Feeding America website has a donation area, as well as a hyperlink to a Hunger Games site, where a large “Ignite the Fight Against Hunger” plea is proudly displayed under a Mockingjay and above a photo of the tributes stoically ready to win the real-world Hunger Games. The number of families that go hungry over the holidays is continuously growing. With Feeding America, Subway, and the Hunger Games movie series teaming up to feed families, alongside many other organizations attempting to end hunger, do you think the odds are in are their favor?

    -Hilary Hall

  • “Checking In” to Spring Break

    Happy Spring Break! Many students have spent the last couple months (or longer) trying to figure out where their Spring Break time is best spent. If you’re like me, this preparation may have involved a thorough internet search to find the perfect hotel for your week off. An increasing number of hotel chains have discovered the perks of social media use and are developing ways to satisfy the needs and wants of their customers on an increasingly personal level.

    Social media sites such as Foursquare, Twitter and Facebook Places, allow a user to “check in” or log their current location. While some companies may be skeptical about the relevance of such tools to the business that they do, the hotel industry has discovered that these services create a greater feeling of inclusion and personalization to their guests. Now hotels can invite guests to “check in” both literally and virtually, completely committing to their stay. Another added benefit of location-based check-in tools is the ability to track and incentivize a guest’s stay. Hotels participating in incentive programs for social media have been known to use a variety of rewards to reach out to their social media circle; examples include anything from a discounted meal in the hotel restaurant to late checkout times for the final night of your stay. Some hotels have gone so far as to collaborate with airlines or credit card companies to create an unofficial “rewards program”; offering discounts and frequent flier miles for using your American Express card or staying at the Hilton.

    Of course with programs such as these, there can (and will) arise questions of security and privacy. Many savvy social media users are hesitant to place their exact location online. The flip side of this is that many users don’t want the world to know where they are NOT (for instance at home…protecting their belongings). While safety and security concerns are understandable, potential thieves and “bad guys” are not the only party with a vested interest in your location and personal information. Some of the aforementioned hotels have begun tracking mentions of their brand to create a more customized experience. For instance, say you book a night at a Marriott and tweet about how excited you are to stay there for your anniversary. With the use of these tools it’s not unlikely that you will open the door to find a chilled bottle of Champagne with a note from the staff wishing you a “Happy Anniversary”. Or, on a creepier note, a woman on the local radio the other day described checking into a hotel to find a wrapped dog bone and a note saying “Snickers misses you”, a response to her Facebook status the day before where she stated that she “ hate(s) to leave Snickers (her dog) at home when she goes on vacation”… To me, this was a little bit too personalized.

    As is typical with this type of marketing, it is necessary to find a happy medium between discovering a guest’s needs and invading their privacy. How far is too far and is there such thing as too personal? While this may not be a topic that concerns you too much while lounging on the beach in Florida or soaking up the culture in a foreign country, it’s important to keep in mind that while logging your location, you may be signing up for more than you recognize. So what do you think? Will you be
    “checking in” before you checkout this Spring Break?

    – Lauren Habig

  • Some Parting Tips for Graduates

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    Graduating college means moving on to a new and unknown phase of your life. There are many things that seniors and college graduates should keep in mind when entering the job market. In recent years, employers have been asking their potential employees to provide their Facebook password. This occurrence has been limited, but it demonstrates how one should be mindful of their social media usage, since much of what is on the internet may commonly become public knowledge. In fact, it is important to keep in mind that what may have been considered acceptable in college may be seen as inappropriate in the workplace. Along with this notion, graduates should be mindful of the fact that in today’s business world appearance DOES matter and this is often considered one of the main factors that determines being hired or not. In fact, appearances and professionalism play a crucial role when assessing one’s competence and overall attitude. As graduation rates are rising, college students are faced with a higher amount of competition in the job market. Differentiating yourself from other applicants and making a positive first impression is often what makes the difference. Communication skills are also in fact very important qualities that are desired in all job fields, and are often associated with professionalism.

    One way to make a distinction from other job applicants is to have a thoughtful, well-constructed resume with you. Having an interesting and structured resume is very important, considering your resume is a huge part of the first impression you give. College graduates must realize that when applying for jobs, the selection process is almost always based off of resumes alone; face to face interaction will come later if the applicant is lucky. A resume should not be a puzzle for the person making the hiring decisions; mislaid pieces are warning signs or “red flags” to most employers. A resume is basically a published story of your previous school and work experiences. When creating your resume, concentrate mainly on the past highlights and most recent and relevant work experience; this will make it easier for the person analyzing your resume to see what true ambitions you uphold, as well as evaluate your awareness of the potential job’s requirements and responsibilities. Being descriptive and very detail oriented in your writing will show to prospective employers that you are sincere in what you say. Having a strong and confident start to your resume can will readers a detailed concept of your background knowledge and expertise right off the bat. Placing your top achievements and experiences at the beginning of your resume will ensure that they are looked over. If your resume has multiple pages, and/or the recruiter has a large amount of other resumes to evaluate, he/she may take a look at your first page and then go on to the next applicant; having this information stated first should catch the reader’s eye and leave a strong impression embedded in their mind throughout the rest of the application process. College students applying for jobs must sell themselves through the use of a resume if they truly want to be recognized and leave an impact on their prospective employers.

    Overall, graduating college is a huge transition. Although it may seem a bit scary to some, it can also be a very exciting and rewarding time. Graduates just need to keep in mind that the real world is a little different than college, and has less room for error; however, if graduates think before they act and make smart decisions, they are creating the foundation for a successful future.

    – Sasha De Vecchi, Lindsay Gallagher, Jay Reilly, Cary Welborn

  • Networking your way to the top!

    The Annual Communication Studies Day is something students and faculty alike look forward to every spring.  This jam-packed day is full of expert panels and networking sessions to help communication studies students get their names out there in their potential field, and a fashion show with examples of appropriate work attire.  Networking is something that is becoming more and more important when trying to get a job in society today.

    What exactly is networking? According to the UNCW Career Center website networking is, “the development of contacts and personal connections with a variety of people who might be helpful to you and your career.” Building a personal connection and relationship with people in the community will be beneficial. According to the UNCW Career Center website, 80% of jobs are filled by networking – people they know. Networking doesn’t guarantee a job, but it is a great way to gather information and get advice from people who have been in the industry for a while. It is important to network at any given opportunity. Networking can occur through various social media outlets such as Facebook, Twitter, and LinkedIn. Social media is a powerful tool that should be utilized when networking.

    COM Studies Day allows students to hear from professionals and get experience with networking. Jenna Curry, a COM major graduate and treasurer of CSS during her years at UNCW, took these days to heart. After she started her career, she noticed that she did not know many young professionals in the Wilmington Area. With this realization, she decided to create an atmosphere where young college students and graduates could meet and network with local businesses because she had learned the importance of networking at UNCW. Port City Young Professionals (PCYP) is the atmosphere she created. PCYP hosts a networking event the third Wednesday of every month in different areas of Wilmington. Curry hopes to give the members a chance to establish new personal or professional relationships, give young business people a chance to interact socially, and share ideas. “PCYP was created to help improve its members’ networking skills, expand their contact base, and provide the opportunity to promote themselves and their business in a relaxing atmosphere. The goal of the PCYP is to ultimately help its members get involved in the local business scene and to impact the current and future marketplace.”  For more information about Port City Young Professionals check them out at: www.portcityyoungprofessionals.com.

    -Kelsey Bendig, Andrea Blanton, Brooke Keller, Brian Burch

  • What’s Your Unique Brand Style?

    UNCW’s Communication Studies Day includes an informative Dress for Success Fashion show for college students of all ages and levels. The fashion show will also include skits demonstrating the importance of an elevator speech, professional attire, portfolios, and how necessary it is to be prepared for interviews. This year the theme, “Will You Make the Cut?” is based upon the Food Network show “Chopped.”

    One idea about IMC manifested in this fashion show is that company image and brand management is very vital for growth and success. Individuals, as well as companies, have always had their own image and have to manage their own brand. It is sometimes hard for college students to transition from a student image that they have had for the past 13 years to a business professional image. The great part about the fashion show is that it shows students how to transition from their current image and brand to something more professional.

    Whether people realize it or not, we are branding ourselves every day through the types of clothes we choose to wear in professional or unprofessional settings. Your unique brand style can be a description of who you are in a job interview setting. It is very important to make interpersonal connections with job interviewers through your developed style and authenticity that will make you stand out from others. Branding yourself when looking for a job is very similar to branding a product. Basically, you are selling yourself as a product to your potential employer with the goal of standing out amongst the rest. Are you casual business, formal business, chick, trendy, preppy, classic, or a hybrid of several?

    By: Laura Simmons, Mollie Berthold, Dorothy Conley, Christina Stevenson

  • The Happiest Place On Earth

    On October 25, 1971, Walt Disney World opened its doors to the world. The theme park is a tribute to the inspirational life of Walter Elias Disney and all of the dedication and loyalty he has contributed to the Disney organization. According to a Disney World history website, “Walt Disney World Resort was first envisioned by Walt Disney in the early 1960s to give millions of residents in the Eastern United States an opportunity to enjoy unique entertainment concepts which had become world-renowned at California’s Disneyland.” The Disney planning team at WED Enterprises (now known as Walt Disney Imagineering) decided to place this park in Florida for many reasons. The main one being that Florida is known for year-round wonderful weather. This allows operation to continue throughout the year so that their vacationers can come whenever they would like. Also, Florida is first ranked among the states in tourism.

    “The Walt Disney World Resort that burst on the scene in the 1970s rapidly became the world’s best-known destination vacation resort with guests coming from all parts of the world.”  When Disney first opened, there was only the Magic Kingdom Park and two resort hotels. As time passed, it didn’t take long for Disney World to expand. Within 10 years, Disney World welcomed two new parks and six new resorts. By this time, their attendance surpassed 100 million visitors. A few years after this major addition, Disney also created the Disney-MGM Studies, five more resorts including its first luxury resort, Pleasure Island, and a water park. Today, Disney world offers four major theme parks, two water parks, six golf courses, 21 resorts, and the Downtown Disney dining/shopping/entertainment complex. The four Disney theme parks have attracted more than 700 million guests total.

    Disney’s brand is one of the most powerful brands in the world.  Most people think of children’s movies when they hear “Disney,” but the magic appeals to groups of all ages.  The Disney brand encompasses adventure, fantasy, magic, fairytale, and happiness.  Disney World is the place where imagination is not only allowed, but also strongly encouraged.  With over 25,000 acres of enjoyment and possibilities, Disney World has become a staple for anyone planning a vacation.

    -Kelsey Bendig, Brooke Keller, Andrea Blanton, Brian Burch