SMARTWATER MARKETING CAMPAIGN

Kristen Cartwright- 3200223

AGENDA Brief background

SOSTAC Model

Where are we now?

Smartwater and Met Police brief

Objectives

Marketing & Communication

Target audience

2013 Campaign

Gantt Chart

Conclusion

Figure 1: The SOSTAC Planning System (Smith, 2004, p32)

BRIEF PROFILE ON BOROUGH OF BRENT

Population of 289,000 (www.brent.gov.uk)

71% of residents from ethnic backgrounds – 57% BME, 18.5% Indian, 10.5% Black Caribbean, 7.8% Black African 4% Pakistani (www.acorn.caci.co.uk)

Brent has some of the lowest qualification levels in London (www.brentstats.co.uk/quali78j)

Harlesden has the highest number of children living in poverty according to basket of 5 poverty indicators (www.brent.gov.uk)

WHERE ARE WE NOW? Situation Analysis

Borough of Brent has high number of residential burglaries

Two Small grid areas have been selected for the Smartwater Pilot launched in November 2012

One thousand Smartwater kits distributed within grid areas

Media coverage to date has included circulation of leaflets to residents, posters, articles in local newspaper, signage and medicine bags

Since launch the local area has seen significant crime reduction

(Metropolitan police brief 31st January 2013)

WHERE DO WE WANT TO GO?Objectives

Marketing Objectives Increase sales of Smartwater through establishing the ‘Smartwater’

brand in residents mindset – “nudge consumers’ existing propensities to buy product” (Barnard, Ehrenberg 1997, p.21)

To change the way that Smartwater is perceived (O'Shaughnessy and O'Shaughnessy, 2003, Pelsmacker et al , 2007)

Communication Objectives

Increase awareness of Smartwater and increase fear among criminals

Increase WOM in regards to Smartwater

Reduce crime over a 6 month period (Residential) and then maintain this lower level

Segmentation: Target audience: Residents & Businesses

HOW DO WE GET THERE? Strategy

(Kotler and Keller, 2009, Acorn 2013)

“YOU DON’T KNOW WHAT YOU’VE GOT ‘TIL IT’S GONE” CAMPAIGN

“You don’t know what you’ve got‘till it’s gone” is an integrated marketing campaign that reinforces synergies (Pelsmacker, 2007)

We chose to look at this brief from a community perspective

Involve the community in making Brent a safer neighborhood and appeal to their emotions (O’Shaughnessy and O’Shaughnessy, 2003)

Show that Smartwater would make individuals feel safer in their homes

Tactics

Tactics KEY POINTS CONCERNING THE SOCIAL

ASPECT OF THE CAMPAIGN

Create a buzz and encourage people to talk without fear of the police.

Qualitative research showed that certain members of the community may be reluctant to communicate with the police, even if it benefits them.

Its important that the target audience do not feel like “traitors” or “snitches”.

Tactics

WHY TARGET “COMMUNITY”?

Previous academic research has shown that people living in high crime areas manage their sense of well being in the context of community relationships (Walklate, 1998)

“predatory crime does not merely victimize individuals, it impedes and[…]prevents the formation and maintenance of community.” (Wilson quoted in Hartnagel, 1979)

“Crime produces insecurity, distrust and a negative view of the community and reduces trust and attachment to neighbors and to the community as a whole.” (Conklin cited in Hartnagel, 1979)

Tactics

IMC TOOLS CHOSEN

AIDA: Attention – Interest – Desire – Action (Pasquier and Villeneuve, 2012)

Publicity and PR – community event during Crime Prevention Days

Posters, banners, stickers – placed in shops, bus stops, Job Centre, housing benefit areas. Guerilla marketing – The disappearing landmarks

Tactics

PR AND PUBLICTY

During the Crime Prevention Days we will be organizing an event in which we will be demonstrating how Smartwater works.

Also, we will be inviting a trusted member of the community to talk about the benefits of Smartwater.

We have chosen to invite an individual who is trusted within the community due to the fact that trust is still an essential part of modern life (Fukuyama, 1996) and could help “wake” people’s sense of belonging

Hope to generate publicity and WOM

Tactics

WHY TARGET EMOTIONS?

According to O’Shaughnessy and O’ Shaughnessy, (2003) emotions are responsible for the decisions making process that consumers make on a product or service.

We are attempting to stir up both negative and positive emotions (Kotler & Armstrong 1994) in the residents of Brent and as a result we hope to motivate their Smartwater purchase.

“People handle dangers and the fear associated with them in terms of emotional and behavioral formulae […]” (Giddens 1991:44)

Tactics

POSTERS, BANNERS, STICKERSTactics

(Images credits: Jill Greenberg Images source: http://lookslikegooddesign.com/crying-children-jill-greenberg/)

POSTERS, BANNERS, STICKERSTactics

Poster that will be used as a constant “nudge” in order to remind people about the fact that anything can be stolen.

(Image via sodahead.com http://tinyurl.com/cb89fl3)

RADIO, NEWSPAPER, MAGAZINE , SOCIAL MEDIA Tactics

DVD OF SMARTWATERTactics

DVD of the Smartwater will be distributed to 2000 residents within the grid area

Residents will need to enter a code that will be inserted on each of the DVD inserts - this will be an individual code unique to each DVD/address

Competition - The first 50 residents to register with Smartwater will win £50 Argos vouchers

GUERILLA MARKETING

The disappearing landmarks: Jubilee Clock in Harlesden – we will be covering the landmark with a black or white mesh – somehow making it “disappear” and place the text “You don’t know what you got ‘till it’s gone ” on the mesh.

The idea behind this :“take away” or “steal” something that belongs to the whole community, this way reminding them that sometimes it’s not just a TV that can be stolen, but also things that you don’t think of.

We will be doing the same with the Brent City Hall

Tactics

J. Conrad Levinson

GANTT CHARTAction

(Maylor H, 2001)

BUDGET Action

HOW ARE WE GOING TO MEASURE SUCCESS?Control

Smartwater will provide information on sales figures of the solution within the grid area of residents and businesses

Metropolitan Police will provide stats on crime figures which will identify any improvement in burglary rates in Brent.

Target audience’s(residents) attitude towards the brand can be revisited and measured with additional qualitative research post campaign

It is difficult to measure the response rate of print and radio ads but as the call to action is to attend the community crime prevention day and to register and purchase a Smartwater solution, increase in sales and attendance to the event would be a good indicator of the success of the campaign.

CONCLUSION

With the help of our integrated marketing campaign we hope to:Reduce the crime within the next 6 monthsIncrease the sales of SmartwaterStir up word of mouth among the communityMake the Borough of Brent feel more safe

References

Books

Egan J (2007) Marketing Communications London: Thompson Learning

Henry A (2008) Understanding Strategic Management Oxford University Press

Kotler, P and Keller K (2009), Marketing Management 13th Ed.

Pasquier, M and Villeneuve, J (2012) Marketing Management and communications in the Public Sector

Pelsmacker et al (2007) Marketing Communications. A European Perspecive, 3rd Ed

Pickton and Broderick (2005) Intragrated Marketing Communications 2nd Ed

Smith, P R and Taylor, J (2004) Marketing Communications. An Integrated Approach, 4th Ed

O’Shaughnessy and O’Shaughnessy (2003), The Marketing Power of Emotion Oxford University Press

References

Journals

Albers-Miller et al (1999), An International Analysis of emotional and Rational Appeals in Services vs Goods Advertising. Journal of Consumer Marketing Vol 16 No.1

Maylor H (2001), “Beyond the Gantt chart: Project management moving on” European Management Journal Vol 19 Iss 1

Giddens, A. (1991) Modernity and self-identity. Cambridge: Polity.

Levinson, J. C. Adkins, F. (2010). Guerilla Marketing for Nonprofits, Entrepreneur Press

Hartnagel, T. (1979) The Perception and Fear of Crime: Implications for Neighborhood Cohesion, Social Activity, and Community Affect. Oxford Journals: Social Forces, University of North Carolina Press, 58 (1), p.176-193. Available at: http://www.jstor.org/stable/2577792 . [Accessed: 23.04.2013].

Walklate, S. (1998) Crime and Community: Fear or Trust?. The British Journal of Sociology, 49 (4), p.550-569. Available at: http://www.jstor.org/stable/591288 . [Accessed: 22.04.2013].

Websites

References

Websites

www.brent.gov.uk (accessed between 23-02-13 and 29-04-13)

www.acorn.caci.co.uk (accessed between 23-02-13 and 29-04-13)

www.metpolice.co.uk/wards (accessed between 23-02-13 and 29-04-13)

www.sunriseradio.co.uk (accessed 29-03-13)

www.bangradio.co.uk (accessed 29-03-13)

www.posters4udiscouted.com (accessed 01-04-13)

www.londonboroughs.info/brent.co.uk (assessed 18-03-13)