Apr
29

Greatest Marketing Campaign: Newspaper

William Casey Asbill-Beck
ENT610: Entrepreneurial Creation
Greatest Marketing Campaign: Newspaper

More than one out of three people in the United States reads a newspaper every day, according to a 2008 study. The newspaper industry is quite a innovative and creative entrepreneurial endeavor. The Industrial Revolution significantly influenced the large growth of newspapers in the 1800s. To this day, similar technology is still used to manufacture and distribute newspapers. As digital technology advances, newspapers will take on new rolls and evolve.

Brand Name: The Cleanest Line
Product Type: Retail Outdoor Equipment and Apparel
Campaign Title: Don’t Buy This Jacket
Founder: Yvon Chouinard
Headquarters: Ventura, California
Client: Patagonia
Resources: http://www.adweek.com/news/advertising-branding/ad-day-patagonia-136745, http://www.thecleanestline.com/2011/11/dont-buy-this-jacket-black-friday-and-the-new-york-times.html, http://www.patagonia.com/us/home, http://www.businessweek.com/articles/2013-11-25/patagonias-confusing-and-effective-campaign-to-grudgingly-sell-stuff, http://www.patagonia.com/us/patagonia.go?assetid=2388, http://www.thecleanestline.com/, http://wornwear.patagonia.com/, http://www.patagonia.com/us/common-threads?src=vty_cti

Description: An entire marketing campaign, starting with newspaper articles, suggesting people should not buy some of their products that have a high environmental footprint and turn to their new fair trade line.

Ad Campaign Objectives: To gain partners for the Common Threads Partnership and to raise support in reducing excess consumption and giving the plant’s vital systems a rest from pollution, resource depletion, and greenhouse gases.

Target Market: Worldwide

Desired Reaction: To gain a stronger following form the environmental and outdoor communities. To promote their Common Threads Partnership, The Cleanest Line Patagonia Weblog, and the first ever all fair trade outdoor clothing line. To lighten our environmental footprint, everyone needs to consume less. Businesses need to make fewer things but of higher quality. Customers need to think twice before they buy.

Creative Strategy: When Patagonia did their first Don’t Buy This Jacket campaign in 2011 their sales the following two years grew by fourth percent.
Brand Name: Cape Times Newspaper
Product Type: Daily newspaper
Campaign Title: Selfie
Headquarters: Cape Town, South Africa
Client: Independent News and Media, Lowe and Partners
Resources: http://www.nydailynews.com/news/national/famous-photos-reimagined-selfies-jackie-kennedy-iphone-article-1.1371390, http://www.iol.co.za/capetimes, http://loweandpartners.com/,

Description: Famous photos reimagined as “Selfies.”

Target Market: Cape Town, South Africa

Desired Reaction: To engage multiple generations with classic and historical photos but re-imagined as the notorious “selfie” to spark the younger generations interest.

Creative Strategy: The campaign takes historic photos and alter the image to portray a photograph that one has taken of oneself, typically one taken with a smartphone or webcam and uploaded to a social media website.

Brand Name: The Leader
Product Type: Monthly mailed out newspapers
Client: National Outdoor Leadership School
Resources: http://www.nols.edu/alumni/leader/

Description: Mailed out monthly, the Leader is a newspaper for alumni, friends and family. The Leader covers new adventures, classes, employees, and students. Alumni stories of past adventures and trips are discusses as well as what alumni are up to currently.

Ad Campaign Objectives: The Leader provides NOLS a way to keep in touch with alumni and present them with opportunities to donate money. The paper also serves as advertisement to alumni family and friends.

Target Market: National Outdoor Leadership School alumni

Desired Reaction: For alumni to take aware of donation opportunities and for continuing advertisement and enrollment of new students.

Creative Strategy: The Leader keeps alumni engaged, provides them with an opportunity to participate in stories, creates opportunities for public recognition amongst fellow NOLS peers, and builds a positive environment that encourages donations and growth. The newspaper also serves as continued advertisement to friends and family of the NOLS alumni.

Brand Name: IWanna
Product Type: Classifieds
Resources: https://www.google.com/search?q=Iwanna&oq=Iwanna&aqs=chrome..69i57j0l5.3412j0j7&sourceid=chrome&es_sm=119&ie=UTF-8

Description: IWanna is the largest classifieds publication in WNC and the Upstate, with thousands of local ads for merchandise, vehicles, jobs, real estate, pets, and more.

Ad Campaign Objectives: To make the name “IWanna” synonyms with classified advertising.

Target Market: WNC and the Upstate areas.

Creative Strategy: Offering publication services and issuing a free newspaper containing classified ads. IWanna charges a fee to publish ads in return they print and distribute the paper.

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