WebN’R: Nestlé AERO: 'Guys Just Don't Get It’
Media Relations Program
Thursday, September 18, 2008, 2:00 p.m., ET
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WebN’R: Nestlé AERO: 'Guys Just Don't Get It’
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| Date: |
Thursday, September 18, 2008, 2:00 p.m., ET |
| Time: |
3 p.m. Atlantic
2 p.m. Eastern
1 p.m. Central
12 p.m. Mountain
11 a.m. Pacific |
| Duration: |
90 minutes |
BUSINESS CASE
Nestlé AERO is a well-loved confectionery brand. In 2007, AERO’s overall marketing objective was to become the number one chocolate brand for women. And to achieve a number two brand ranking, overall. Public relations activities were a key component of the marketing mix in establishing AERO’s position among pursued markets and cost-effectively extending the reach of the overall brand idea.
TARGET AUDIENCE
Media was the conduit to women, ages 25-34. Who were the media and how were they targeted? What tools were used to augment the media relations campaign?
OBJECTIVES
Could the Argyle team connect with four million Canadians, based on each media outlet’s audience reach? And how could a survey help achieve the project’s goals? The campaign name – Nestlé AERO: 'Guys Just Don't Get It’ – where does that fit into the mix? And by using the Media Relations Rating Points system (MRP™), would the following criteria analyze Argyle’s results?
- company/brand mention
- key message delivery
- survey results mention
- product image inclusion
- headline/newscast positioning
RESULT
Determine whether the client was satisfied; if the campaign alienated men; and how the Argyle team managed to insert that three letter word that sells,
S-E-X!
BIO: Daniel Tisch, APR, President, Argyle Communications
As president of Argyle Communications, Daniel Tisch has counselled a long list of private and public sector clients. His public relations campaigns have earned him more than 40 awards from the International Association of Business Communicators and the Canadian Public Relations Society.
Before joining Argyle, Dan was Vice President, Environics Communications; Communications Advisor, Federal-Provincial Relations Office; Special Assistant to the Ministers of Immigration, and Health and Welfare; Executive Assistant, Minister of Communications; and Executive Assistant and Senior Policy Advisor to Canada’s Minister of Foreign Affairs. He also served as Chief of Strategic and Communications Planning, Industry Canada.
This MBA marketing specialist is a guest lecturer at Queen’s School of Business and an active public affairs commentator on Canadian national news programs. In 2007, Report on Business magazine named him one of 16 ‘star alumni’ from Canada’s leading executive MBA programs.
Dan is a member of Queen’s University Council and a governor of Toronto’s North York General Hospital.
BIO: Alison George, Vice President, Argyle Communications
Alison George’s expertise at Argyle Communications pertains to consumer marketing and corporate clients. Her areas of specialty include strategic communications planning, project management, special event design and management, product launches, media relations, sports marketing and issue management.
Before joining Argyle Communications, Alison spent eight years with the National Basketball Association (NBA), responsible for communications and events in Canada. Specifically Alison directed all internal and external communications activities and three large-scale annual events for the NBA in Canada. She enjoyed her four-month transfer to NBA Japan to manage two regular season games at the Tokyo Dome.
Before joining the NBA, Alison worked at several Toronto-based public relations agencies gaining diverse experience that included marketing, corporate, technological and pharmaceutical clients.
Alison holds a Master of Business from McGill University and a Bachelor of Applied Arts, Radio and Television Arts from Ryerson University. She volunteers as a soccer coach, assisting with public school events, Princess Margaret Hospital Foundation fundraising.