2 Case 6-2 - The New UTC: Building Community Support for a $1 Billion Shopping Expansion and Revitalization
2.1 Problem, research and programming
2.2 Media and impact evaluation
3 Case 6-3: Spike & Biscuit Rebrand for the Charleston Animal Society
3.1 Problem and objectives
3.2 Research, planning and evaluation
Problem
Puget Sound Energy (PSE) wanted to sensitize its customers on the need to conserve energy by adopting energy saving bulbs. They contacted Colehour + Colen to organize a sensitization campaign that would involve customers changing their home bulbs with the new CFL bulbs. The main objectives were to distribute 400,000 CFL bulbs, engage 12,500 customers, recruit 5000 new customers and inspire 1000 volunteers who would help in the bulbs distribution. The campaign was estimated to cost $2.6 million.
Planning, Themes and Messages
The event was executed by a collaboration of partners, with Project Porchlight PSE and not-for-profit Porchlight distributing 275,000 CFL bulbs in 32-weekend events. Competition for a prize of $45000 was also launched concurrently with the event to award the participants who exchange as many fluorescent bulbs for CFLs as possible. A dedicated team created a social media platform that created handles for the event on Facebook, Twitter, and a blog. On top of that, a website for the campaign was constructed, and the event received coverage through uncontrolled media like Television, Radio, and Print newspapers. They used controlled media by having articles run through the company newsletter for all employees to read.
Media
Several approaches were used to maintain the media relations; a media launch was organized with kids as participants to showcase the activities that would take place in the real events. News advisories and releases were used to keep the media abreast with the activities that were taking place, and a magician's approach was used to have comedians poke fun on the event activities on Radio. Lastly, the Energy Star Media event selected the Rock the Bulb tour as one of the four locations for Energy Star exhibition.
Evaluation
Despite some logistical challenges, where the CFL bulbs were stuck in California, and they would only be available one day late. They solved that problem by purchasing the bulbs straight from the shops and supermarkets and then reimbursed the vendors when the stock arrived. Nevertheless, the targeted results were achieved, and most of them, actually, exceeded. For instance, instead of the targeted 400000 bulbs, PSE distributed 511,500 CFL bulbs, exceeding the target by 28%. Instead of engaging 12500 customers, the campaign engaged 25,000 customers, and 7000 new customers were recruited against a target of 5000 new customers. The number of customers interested in energy saving bulbs increased from 81% to 93%.
Problem, research and programming
In this case study, Westfield Corporation hired Southwest Strategies in a media campaign that aimed at winning the support of the local council for the approval of a construction of a new UTC that would cost $1 billion. Some of the specifics of the project included three departmental stores, 150 specialty shops, eight new restaurants as well as 10 acres of solar power among other landmark constructions. The project started with research that highlighted the type of individualities in San Diego, and they discovered that the research could be divided into four categories; key opinion leaders (elected officials), public opinion survey, dial session, and parent survey. To woe the targeted audience, it was agreed that the new UTC would use the following messages; as being casual yet sophisticated, environmentally friendly, creates jobs and preserves the hassle free nature of the shopping center.
Media and impact evaluation
Problem and objectives
The project involved an organization that fights against animal cruelty; John Ancrum Society for Prevention of Cruelty to Animals (JASPA) that had sunk into unpopularity because of its overcrowded facility, lack of name recognition and poor profile with the community. The consultant, Raw Murdy, succeed in rebranding the not-for-profit organization into a popular spot for animal lovers by boosting the numbers of visitors (which subsequently increased the rate of animal adoption) and a better educated community in matters of caring for animals like spraying, feeding and ‘interactive presidential election between a dog and a cat’.
Research, planning and evaluation
Raw Murdy did research to determine why the residents of Charlestown did not register their animals with JASPA. He learned that very few people knew about the organization and the few who knew about it never understood its purpose. He used mainstream media and social media to do campaigns for the rebranding of the JASPA with an aim of building excitement about the organization. By the end of the campaign, more people knew about the facility; it had a better social media penetration, and more people visited the website. The adoption rates went up compared to the previous year and more people knew about the organization.
