February 3, 2010

DC’s Water Utility Wants a Facelift

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When I think of a company rebranding itself, I typically think of a Domino’s, a Pepsi or a Walmart. A water and sewer organization is not the first example that would spring to mind. But hey, if your image needs a little scrubbing, you better start to wax on and wax off. And that’s exactly what DC’s own is doing.

For all you design and creative folks out there, DC WASA has partnered with WVSA Arts to launch a “public art contest to rebrand the Authority.” Ultimately, they’re looking for a new trade name, logo and tagline, and entrants can submit any combination of the three. More details and submission guidelines can be found here.

And by the way, the winner gets a whopping $2,000. In the words of DCist, that’s “gotta be the cheapest way to rebrand a large organization we’ve ever heard of.” Regardless, it’s a good way to get your name out there, and who wouldn’t want an extra two grand in his pocket?

Our friends at AD 2 DC may want to get involved…

 

February 2, 2010

Tebow Causes a Different Kind of Stir

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With the Super Bowl approaching, excitement mounts in anticipation of not only the game, but of the TV ads that will air throughout the evening. Each year we hope the commercials will be funnier, more creative and edgier than last. Or we at least hope something like this happens during the halftime show. But this year, Focus on the Family’s seemingly controversial ad featuring Tim Tebow is grabbing much of the spotlight so far.

We all know F on the F can be pretty divisive at times and we all know where Mr. Tebow stands in the abortion debate, but were we expecting such a contentious message during the Super Bowl? Judging by the public, advocacy groups and media’s reaction before the ad has even run, I’d have to say no—this is not one we thought would be included in the mix of beer spots and lingerie bowls.

Some are calling for the ad to be pulled, claiming it’s polarizing and in poor taste. I’d be curious to get your thoughts on the issue. Given the forum and the audience, do you think the ad should be allowed to air? Is it right to deny an organization the opportunity to advertise simply because you don’t agree with what they have to say?

Sally Jenkins from the Washington Post recently published a thoughtful column in response to the matter. This excerpt sums it up nicely:

Tebow’s ad, by the way, never mentions abortion; like the player himself, it’s apparently soft-spoken. It simply has the theme “Celebrate Family, Celebrate Life.” This is what NOW has labeled “extraordinarily offensive and demeaning.” But if there is any demeaning here, it’s coming from NOW, via the suggestion that these aren’t real questions, and that we as a Super Bowl audience are too stupid or too disinterested to handle them on game day.

So what are your thoughts?

 

January 28, 2010

DEWmocracy

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Each weekday morning I wake up to my radio alarm set to some station that I’m not even really familiar with—I just know the reception is clear and it does the trick. So the other day after about my third press of the snooze button, the radio pops back on and in my half-sleep I faintly remember hearing something about a Mountain Dew campaign aimed at consumers to help the company decide its next soda flavor. But when I finally came to and realized I should blog about this! try to remember what I was hearing, the segment was over.

I literally spent the next few days trying to put the pieces together and today, I’ve figured it out: DEWmocracy. The concept behind this awesomely bad name is pretty simple. “The next Dew is all about you.” Essentially, fans of the soda (or people with nothing better to do with their time), helped pick the next potential flavors, the ad campaign the company would execute, as well as the drink’s name and package design. The list was narrowed to three possibilities, which will hit the shelves in the spring, then the public votes on their favorite to become the new permanent Mountain Dew soft drink—very American Idolesque, don’t you think?

Now I realize this whole campaign has been going on for quite some time (I know, where have I been?), but I’m always a big fan of marketing initiatives that really do a good job engaging their audiences and enabling us to affect a company’s product or operations. It makes us feel like they actually care about what we think and that they want to better serve us. And this Mountain Dew effort does exactly that.

Taking advantage of Facebook as a type of home base and ultimately running the campaign through social media was a great way to reach folks who are already prone to engaging in similar promotions and will likely become real cheerleaders (or “fans” in this case) for their flavor favs. Though I was never really a big Mountain Dew drinker (mainly because of that whole Yellow 5 rumor), it’ll be fun to watch this thing unfold.

 

January 27, 2010

Blurry Lines and Social Media

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For those of you familiar with CEB (the place I actually started my DC working life nearly 7 years ago), a friend of mine shared this blog from the company’s Communications Executive Council. This particular post takes an interesting look at PR and lobbying and where we draw the line. The author raises several good points surrounding social media, grassroots initiatives and the integrated world of communications.‪ 

Clearly, there’s something going on, and if you’re like the three members I recently spoke with, you may well be asked by your lobbyist, your trade association, or even your CEO whether you should dissuade, endorse, or lead social media initiatives on behalf of your organization’s political interests.  Given the risk of commoditization that Ms. Barnes raises, I’d argue that the answer must be at least a strong advisory if not leadership role. 

As a PR professional who’s dabbled in social media and grassroots campaigns throughout my tenure, I’d have to agree that taking a lead in such initiatives is a wise move. Edelman’s Trust Barometer over the years has posed a similar question to its participants about the role of social media in today’s ever-changing communications landscape, and the respondents have consistently agreed that they expect it to have a much larger, more impactful role in the future. With traditional media on the decline and the limited attention span of the younger generation, social media will continue to develop, expand and be increasingly utilized by the corporate, consumer and government arenas.‪ ‪

And it is true, the lines between PR, marketing, lobbying, consulting and every other branch of “communications” is certainly blurred. With the ever-evolving role of new media, new technologies, and new techniques for reaching and influencing audiences, it’s tough to really categorize what we do these days.

 

January 25, 2010

February 18th Happy Hour

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It’s that time again! Our holiday hiatus is over. Save the date – February 18th – for the next Young MC happy hour at Laughing Man Tavern. We have reserved the banquet room downstairs from 6:30 – 8:30pm and have some great drink and apps specials lined up.

YMC has a lot of new ideas for the year and some fun activities that will help us give back to our community. From partnerships and philanthropic efforts to guest bloggers and speakers, there’s plenty ahead and plenty you can do to help. So come on out February 18th to learn more and how you can get involved.

As always, spread the word and please shoot us a note if you plan to join.

WHEN: Thursday, February 18th, 6:30pm
WHERE: Laughing Man Tavern, 1306 G St. NW (Metro Center)

Hope you all can make it!

 

January 21, 2010

Journalism at its finest

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I’m not passing judgment, just passing along: The National Enquirer—yes that one—is being submitted for a Pulitzer Prize for its “journalism” surrounding the John Edwards affair/love child scandal.

Yes, I’m chuckling too. I love this quote from the paper’s editor: “At the end of the day, it’s great to see he’s taking responsibility for this child, Frances Quinn. She needs to know who her father is.” And the WaPo’s witty response: “Yes, the editor of the Enquirer is now instructing the former vice presidential nominee on matters of morality.”

I would have to say the Enquirer did make a hell of an effort to give this story legs from the beginning, but a Pulitzer? What do you think?

 

January 19, 2010

They Said It

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“I think for a male, if you want to be successful in this type of venture, you’re not a prostitute. You’re a surrogate lover.”
- Markus, the first legal male prostitute in the U.S., hired by the Shady Lady Ranch Nevada, who compares himself to Rosa Parks because he says he is “changing social norms”

What a total insult you are.

“I am perfect. I have all the attributes a woman wants.”
- Goel Ratzon, who was arrested on suspicion of enslavement, sexual abuse and possible rape; he currently lives with at least 17 women and has fathered dozens of children

“I cried, and then I did the only thing I could do … I wrote a check to the U.S. Fund for UNICEF for $50,000.”
- Alyssa Milano, challenging U.S. corporations to match her donation for Haiti disaster relief

How can you not love this gal?

“If you can’t graduate two out of five of your players, what are they doing at your university?”
- Arne Duncan, U.S. Education Secretary, suggesting the NCAA penalize universities that do not maintain a minimum graduation rate for their star basketball players

“I understand the need for security, but this is ridiculous.”
- Najlah Feanny Hicks, a NJ mother whose 8-year-old son, Michael, is on a terrorist watch list because he shares a name with a person who is a suspected threat, and is therefore subject to additional scrutiny when flying

That is a bit absurd.

 “It’s so hard I can’t force myself to think that it’s just a movie, and to get over it, that living like the Na’vi will never happen.”
- Elequin, an Avatar fan posting on an online forum, on why he has been depressed since seeing the film

Ca-razy…

“It’s wonderful to be part of a place that so values fair and balanced news.”
- Sarah Palin on why she’s “thrilled” to be joining Fox News

This should be interesting.

“Pants have been keeping us down too long. I’ve been itching and chafing for 24 years.”
- Enrico Rossi, a participant in the nationwide No Pants Subway Ride, an annual event in which people drop their trousers and ride public transportation

“I’m blacker than Barack Obama. I shine shoes. I grew up in a five-room apartment. My father had a little laundromat in the black community not far from where we lived. I saw it all growing up.”
- Rod Blagojevich, former IL governor, in an interview with Esquire; he later apologized

This guy is really a massive idiot.

“He was apprehended, naked though he was.”
- Malcolm Wiley, a Secret Service spokesman, on the man who was arrested for streaking near the White House

“While we believe this light-hearted commercial has been well understood, to avoid the possibility of further offence, KFC will cease running [it].”
- KFC statement on the TV ad showing a white cricket fan handing out fried chicken to appease a group of black West Indian supporters

Should’ve stuck with their KFC rep’s original statement:

“The ad was reproduced online in the U.S. without KFC’s permission, where we are told a culturally based stereotype exists, leading to the incorrect assertion of racism.”

 

January 12, 2010

My Conundrum, Your Thoughts (Please)

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Rather than share a piece of industry news with my own brilliant spin to it, I thought I’d solicit a little feedback from you guys on your own client experiences. I’m currently working with a relatively new client (who shall remain nameless), and so far things have been…fine. Being the program manager on the account, I’m the day-to-day guy and, therefore, have the luxury of handling the bulk of the client interaction. Which is great—it’s good experience, a big account, nice for the resume and the client leads are open and receptive and we get along really well.

Now the conundrum I face: The client contacts who we deal directly with are a bit green and a little too junior, meaning all big decisions and approvals have a long ladder to climb, which can result in delays, changes to plans or disapprovals altogether. But beyond that, the strategy and counsel we offer seems to fall on deaf ears at times. There are some major components we recommend making priority and implementing immediately, but these discussions tend to stop short of where they really need to be happening.

I continually insert our thoughts into all plans, memos, conference calls and meetings, but to no avail. And we’re getting to a critical point in the campaign that we really need to take action and make some decisions to get this thing on the right track to ensure the client’s efforts (and, in turn, my agency’s) are successful.

So how do we get beyond this road block without going over our leads’ heads, making them look ignorant and disrupting the relationship, but at the same, being effective and successful as the strategic counselor we were hired to be? Has anyone had a similar experience? Any wisdom to impart?

 

January 8, 2010

Leaky Apple

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On Tuesday, the Wall Street Journal ran an article on Apple’s much anticipated tablet.  The piece stated that ”Apple Inc. will unveil a new multimedia tablet device later this month, but isn’t planning to ship the product until March, say people briefed by the company.”  Note that source: “people briefed by the company.”  Hmm.  The article went on to describe supposed specs and capabilities of the new gizmo, mentioning that that “an Apple spokesman said the company doesn’t comment on rumors and speculation.” 

At first read, I didn’t even think twice about the article or where it originated.  Whether it’s about consumer electronics, political wrangling or wartime controversy, we’re constantly reading news that is attributed to ”people familiar with the situation,” “an unnamed source,” or ”a staff member who is not authorized to speak to the media.” It wasn’t until I saw this pretty interesting post on Mac Observer entitled “How Apple Does Controlled Leaks” that I gave it a second thought. 

The author of the post, John Martellero, is a former senior marketing manager at Apple.  He details how leaking information to the press was a systematic strategy at Apple and applied it to this article, noting how famed consumer electronic reporter Walt Mossberg wasn’t given the story so that he “would remain above the fray” and how two reporters are on the byline so that they could each point the finger at the other if need be. 

Martellero then expounds on how leaking controlled information is “almost always the solution to a problem.” 

In this case, it could have been that Apple needed to release the tablet information early because they wanted:

  • to light a fire under a recalcitrant partner
  • to float the idea of the US$1,000 price point and gauge reaction
  • to panic/confuse a potential competitor about whom Apple had some knowledge
  • to whet analyst and observer expectations to make sure the right kind and number of people show up at the (presumed) January 26 event. Apple hates empty seats and demands SRO at these events.

Of course, if Wall Street draws the right conclusions, and AAPL goes up, as it has, then everybody benefits. But the manipulation of stock is never the purpose. It’s simply a favorable outcome of the process. Again, Apple is protected.

Despite being in the business of providing reporters with information, I’ve never been in a position that leaking info was necessary.  Sure, we all send reporters embargoed releases and keep our fingers crossed that they wait to write, but providing information while ensuring plausable deniability of ever doing so is a whole different ballgame.  Has anyone ever had that experience?  If so, did you get your desired outcome?

 

January 6, 2010

Cheddar Explosion. That’s what she said.

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It's the explodiest!

Here’s an interesting corporate sponsorship story that doesn’t involve Tiger Woods!  As any NFL fan knows, the Dallas Cowboys played this season in their newly constructed Pantheon dedicated to Jerry Jones’ ego state-of-the-art stadium, which is an insanely impressive building.   Their old stadium is scheduled for demolition, but why let a giant explosion take place without milking it for some brand awareness??

Enter stage left: Kraft Foods.  I shit you not, the campaign surrounding the demolition is being called the “Cheddar Explosion.”  The spokeswoman at Kraft’s PR shop stated that:

Kraft Macaroni & Cheese is thrilled to have received the Irving City Council’s approval and we are looking forward to celebrating the historical significance and explosion of Texas Stadium. We will be sharing our full plans in the coming days.

As part of the sponsorship, Kraft is paying the city $75,000  and donating another $75K worth of Kraft products to local charities.  (That is a shitload of Mac & Cheese.)  Whether the sponsorship will bring any sort of return on investment is yet to be seen, but I imagine at least a handful of Texan tykes will forever associate awesome explosions with Mac & Cheese and turn into lifetime consumers.  Kudos to the city for figuring out how to make some scratch and to Kraft for looking at a truly unique event as a viable marketing opportunity. 

As a side note, I honestly pray for the day that I’m able to write a press release that contains the phrase “looking forward to celebrating the historical significance and explosion.” 

Just imagine this with a whole bunch of cheesy goodness:

Hat tip to the Agitator.

 

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