IMC Hawks Blog

Category: IMC

  • How Green Do We Go?

    When an organization “goes green,” what does this really include?  As some of the other posts on this topic have noted, it is important for an organization to establish what “going green” means for them and what it means for their patrons.  Is it enough just be a business that recycles? Do you only purchase certain products from outside sources?  How far does the organization need to go?

    “Going Green” impacts more than just the environment.  If the concept is important to the organization it can dictate so many decisions and can mean big changes.  These decisions go further than creating a new marketing campaign.  Many corporations started using the “green” movement to revamp their brand image a few years ago.  Convincing campaigns can lead a viewer to believe that more is being done than in reality.  Eventually, environmentalists will uncover their efforts.

    Walmart, for example, implemented their new packaging strategy in 2006.  The new plan decreases the amount of packaging materials used and is supposed to reduce the total amount by 5% by 2013.  Even though 5% may not sound like a lot, after considering ALL the Walmarts and companies owned by Walmart (Sam’s Club, etc) it certainly adds up.  The idea of Socially Responsible Investors (SRI’s) is weighing heavily on organizations as well.  Without investments or capital, how is an organization going to pay for production?

    As the “going green” movement proceeds, it is important for businesses to cater to the developments not just to appease customers, but to appease other business owners that will influence growth.  Establishing a plan without exaggerating the strategies can go a long way when creating a new face for an organization!

    -Katelyn Truss

     

  • The Deepwater Horizon One Year Later: A Brief IMC Analysis

    Today marks the one year anniversary of the BP, Deepwater Horizon disaster that leached millions of barrels of oil into the in the Gulf of Mexico, greatly impacting the Gulf Coast.  In the few days following the Deepwater Horizon incident BP came under tremendous scrutiny for the way they chose to address, or not really address, the media.    The former CEO, Tony Hayward, received the brunt of criticism for comments he made, including telling a photographer to get out during a photo-op on the shores of Louisiana.

    Following the PR nightmare BP created for itself, the oil company had to get to work repairing their image.  How else were they going to keep selling gas to pay for all the damage the oil leak was causing?  The marketing department sprang to action, launching a campaign that touted their commitment to cleaning up the oil spill in the Gulf.  In order to do this they employed tactics and used several channels for delivering their message of being compassionate and concerned about the residents of the Gulf Coast who were affected by the oil spill. Fishermen, hospitality workers, and any others harmed by the Deepwater Horizon accident were going to be reimbursed by BP for the income they were loosing from the impact.  They created jobs in a recession for workers willing to clean up the oil.

    In order to let the public know about all of the things they were doing to combat the oil spill BP aired several television commercials, utilized Facebook, and attempted to use twitter, but were parodied.  They utilized Search Engine Optimization (SEO) and spent millions in advertising on Google and several other search engines each month.  Every time anybody searched for anything remotely connected with oil, a spill, the Deepwater Horizon, BP, the Gulf…you get the picture, BP was pulled up.

    One year after the Deepwater Horizon disaster, BP’s marketing focus has changed.  Yes, they want you to know about their efforts in the Gulf, however they have shifted their efforts to focusing on BP’s efforts to foster sustainability and utilize renewable resources.  Despite the fact that BP’s marketing message has changed they still are employing a synergistic method to get it out there.  This synergistic technique is synonymous with IMC.

    -Eliza Wadson

  • R.E.C.Y.C.L.E. It begins with you and me!

    Are you looking for a fun and easy way to help show support for Earth Day? If you are, there is an all natural rainwater car wash that features music, free food, and children’s activities such as birdhouse painting this Saturday, April 23. The event takes place from 11 a.m. to 3 p.m. at the corner of 16th street and Queen Street. It is hosted by the Wilmington-Cape Fear Home Builders Association, which our very own Allison Day interns for. The event is co-sponsored by the Carolina Green Building. The first ever Earth Day Rainwater Car Wash is completely free of charge and is 100% eco-friendly because the cars will be washed by natural rainwater that has not been contaminated by harmful chemicals.

    How does this relate to IMC? This event has been promoted by the Wilmington- Cape Fear Home Builders Association through non-traditional media with the use of a Facebook event, as well as the traditional media tactic of a press release. The event will also help foster social capital among families within the community by bringing people together to help continue the celebrations on the day after actual Earth Day.

    -Allison Day, Jessica Berinson, Megan Canny, Melissa Gagliardi, & Scott Burgess

  • The IMC War: Balancing Power and Values

    The aim of college courses is to prepare students for their professional lives.  In our IMC class we have been assigned books that teach us ideas, facts, values, and more.  To teach us more about the importance of values in business we read Niccolo Machiavelli’s The Prince.

    This book is Machiavelli’s guide to holding and seizing power.  The Prince was written in 1513 for Lorenzo de’ Medici, the prince of Florence.  Despite its age, this book remains popular and important for those involved in government, politics, and positions of power.  Machiavelli uses the book as a way to give calculated advice backed up by examples.  Throughout the book, Machiavelli sets morals aside and focuses on how to attain goals of power.  He teaches readers how to use violence, lies, abilities, and luck to force others under your control.

    How does this book teach us values?  After reading The Prince we wrote a memo to our chancellor to either recommend or not recommend Machiavelli as an IMC consultant based off of his ideas within the book.  We had to decide if we were willing to risk our values and beliefs to accomplish our goals as a university. 

    Machiavelli makes decisions based off of research, forms consistent messages, and knows how to accomplish goals in the most direct, efficient way.  This may seem like the way to go if his suggestions fit the company’s mission and vision.  In other cases, this drive to complete a goal without respecting values could ultimately lead to the demise of the company’s image.  We should ask ourselves if the product really is great or if that is just a claim to get more money?  If being great is just a claim the next question is: is it worth it to be dishonest and ignore values to get what we want?  This decision between honesty and power is something many professionals have to face and we were able to learn this lesson with help from Machiavelli’s The Prince.

    – Carissa Niederkorn, Deji Adeleke, Anna Kate Babnik, Tiffany Evans, & Katie Eagle

  • Who Wants to Bowl Alone? Not Me?

    One of the books we read this semester was called Bowling Alone, and no it is not about the sport of bowling, much less actually bowling alone. It is about fostering social capital in America. Back in the early to mid 1900s, people were involved in social groups, clubs, and organizations within their community. Everyone was involved, but over the past few decades involvement has dwindled, leading some to believe that social capital in America is non- existent. Before we can explore this book further, we must define social capital. According to Robert D. Putnam, the author of Bowling Alone, “The core idea of social capital theory is that social networks have value.” Basically, being connected with others is beneficial to ones life, and as a member of a group you are able to accomplish more. Life is more meaningful when you have friends, and someone to share happiness and trust with.

    Do you think that social capital is lacking in today’s society?

    Unfortunately, Putnam failed to take into account the age of social media, mainly in part that Bowling Alone was published before such a term existed.  The question now becomes in this day and age, “Does social media foster social capital?” Being connected with hundreds, perhaps even thousands of people, at the click of a mouse does create a network of individuals. On the other hand, can social capital really happen in the digital world? Social capital has always been within ones community, and now since the rise of technology has created a global community, is this still social capital?

    Overall, we think Putnam made valid claims about the diminishing amount of social capital in the United States, mainly in groups and clubs. We think that he should write a newer version of Bowling Alone and comment on the addition of social media to the equation.

    -Allison Day, Jessica Berinson, Megan Canny,  Melissa Gagliardi, Scott Burgess

  • IMC and Blueberries and Burgaw, Oh My!

    North Carolina is a diverse state with many commodities and much history to celebrate. The North Carolina Blueberry Festival is one of the numerous state revels that will hold its 8th annual festival on June 18, 2011. It takes place in Historic Downtown Burgaw, just 30 miles from Wilmington, where the first cultivated blueberry production in North Carolina began in the 1930’s. Pender County now ranks second in the state for blueberry production, showing their love for blueberries through the annual festival.

    Since the festival began in 2004, Burgaw has quickly branded itself as the “Blueberry Town” making the festival its leading event. Although Burgaw is home to a small population of 4,000, the festival draws in more than 30,000 visitors. Aside from blueberries, the festival also offers entertainment, artisans, food vendors, and more.  In order to attract such a large crowd, the festival relies on its website and Facebook page. Both media outlets are used to inform the public and to facilitate communication. The Facebook page also lists contact information on how to purchase available promotional items to market the event that include, limited edition signed and numbered print by Ivey Hayes, t-shirts, sweatshirts, blueberry recipe cookbooks, hats, visors, and tote gags.

    The organization has also strategically acquired key sponsors such as WECT Wilmington 6 and Star News Media, two major news outlets that reach Wilmington and the surrounding areas. To generate further coverage and recognition of the event, the association sponsors a Blueberry 5k Run and a Blueberry Open Golf Tournament. One of the biggest draws to the festival is the Essay Scholarship which has awarded over $100,000 since 2004. The festival provides scholarships ranging from $1,000 to $4,000 each year, which can be used toward tuition, fees, or books.

    This small Southern town has taken big strides towards becoming its own recognizable brand. As their Facebook page states, “The Festival celebrates the historic, economic, and cultural significance of blueberries in the Southeastern region of North Carolina,” and through IMC, Burgaw is paving the way to become a significant and well known “Blueberry Town.”

    NC Blueberry Festival Website, check it out!

    -Katie Eagle, Deji Adeleke, Anna Kate Babnik,Tiffany Evans, & Carissa Niederkorn

  • Dress For Success Fashion Show Pictures

    Dress for Success Fashion Show presented by the Communication Studies Society at UNCW was a big hit! The clothing was donated from Men’s Warehouse, White House/Black Market, and Belk at Independence Mall. Check out some pictures below of our fabulous models! Hope you all enjoyed #COMstudiesday as much as we did!

    (Photos taken by Micaela Fouhy)