pride! : create a symphony between your erg & marketing team€¦ · or marketing messages...
TRANSCRIPT
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PRIDE! : Create a Symphony Between Your ERG & Marketing Team
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HUMAN BY DESIGN IMRE IS TRANSFORMATIVE
THE COMPANY WE KEEP
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ABOUT IMRE
NEW YORK CITY LOS ANGELES BALTIMORE
+ Consumer Packaged Goods + Regulated Industries + Sports & Retail
OUR EXPERTISE
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OUR SERVICES
LOYALTY MARKETING
LGBTQ MARKETING
STRATEGIC PLANNING
SOCIAL MEDIA ACTIVATION
DIGITAL EXPERIENCES
CREATIVE CONTENT PRODUCTION
MEDIA PLANNING, MEASUREMENT,
ANALYTICS & REPORTING
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What is Pride? June 28, 1969 – Stonewall Inn
NY Daily News
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•! First Festival was in Los Angeles, 1974
•! Now hundreds of parades, festivals and events around the world
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Pride Today
•! 2017 brought on a more political tone to Pride
•! A bit of “back to the roots”
•! 2018?
•! What does Pride as Resistance mean to a company?
•! Reasons to participate
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The Flip Side... Consumers Are Paying Attention To Corporate Support Now More Than Ever
CMI 2017 Survey
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CMI 2017 Survey
Did you attend your hometown Pride in 2016?
Will you (or did you) attend your hometown Pride in 2017?
YES
NO
No Hometown Pride in my area
47%
43%
10%
YES
NO
No Hometown Pride in my area
63%
27%
10%
YES YES
2016 2017
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Pride @ Comcast NBCUniversal
NBCUniversal: 12 Years
Comcast: 3 Years
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Why We Participate
•! Employer Of Choice
•! Show Support For Employees
•! Be The Face Of Inclusion
•! Show Support For All Customers
•! Opportunities For External Marketing Message
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The Business Case for Pride
•! Pride is a Public Facing Marketing Opportunity
•! Business First •! Two Main Audiences
–! Internal:Employee engagement –! External: Customer engagement
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Plan for Maximum Impact: External
THE EXTERNAL MESSAGE: Add Value for Your Company
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Plan for Maximum Impact: External
•! Align with Current Campaign or Marketing Messages
•! Engage Social Media Team •! As You Plan Your Pride:
–! Consider consistency & scalability
–! How can you best maximize your budget
–! Manage expectations of stakeholders
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Workshop Part 1
Identify the needs.
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Plan for Maximum Impact: Internal
Craft the Experience At Every Touch Point
Show Up & March
Positive, Full Experience
Internal Customer: Employees
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Crafting the Experience: Prior
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Crafting the Experience: Day-of
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Workshop Part 2
Thought starters for internal engagement & external engagement
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Case Study: Comcast
2016 Pride –! ERG/Agency collaboration –! Helped bridge internal alignment
and build volunteer base –! 4 ”showcase” markets –
repeatable to 6 others to kickstart pride operation
–! Planning structure – committee, assigned roles, centralized management
–! Post Event Deep Dive
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Case Study: Comcast
2017 Pride –! Moved from 10 to 17 markets –! Better ERG engagement and input –! Centralized management
to help consolidate; maintain consistency
–! #XfinityLGBTQ: “Love is Love” “Say Pride”
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Comcast Pride Best Practices
•! Maximize the Budget
•! Shopping around for your materials
•! Planning and project management
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Case Study: NBCUniversal
•! Partnering with Business Units
•! Showcase Upcoming Content –! T-shirts –! Balloons –! Signage –! Giveaways
•! Single Company Message to 12 Different Markets –! Cost savings on merchandise
orders
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Case Study: NBCUniversal
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Case Study: NBCUniversal
Pride Month Campaign “I Am Out…” •! Digital boards •! Customizeable buttons •! Video •! #prideNBCU
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2017 Los Angeles Pride Month
June 1 –! Pride Month Kickoffs –! “Milk” Free Screening
June 9 –! LGBT Night USH
June 12 The Beguiled Movie Premiere
June 12-16 –! Business Clothing Drive
June 25 LGBT Family Picnic
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Best Practices
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Best Practices
WHAT’S HOT: Bold, Easy to Read Logos
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Best Practices
WHAT’S NOT: Random Shirts •! Everyone in your
contingency should have the same look
•! Allow for some personalization, but no competing messages
NOT! PERSONALIZED BUT ON BRAND
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Best Practices
WHAT’S HOT: Signs That Are Easy to Manage & Hold
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Best Practices
WHAT’S NOT: Unwieldy Signs/Props Splinters (wood handles) Home-made signage
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Best Practices
WHAT’S HOT: The Crafted Consumer Experience •! Branded items
that make sense •! “Choreographed”
Contingency
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Best Practices
WHAT’S NOT: Anything That Has a Negative Brand Impact
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Best Practices
WHAT’S HOT: Being Well Organized •! Craft the experience
–! Volunteers –! Spectators
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Best Practices
WHAT’S NOT: The Hot Mess •! Negative experience for
volunteers
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And Finally…
Managing It All
•! GAY JOB vs. Day Job – It’s a lot to do
•! Planning – Start Early
•! Set expectations with your leadership – make them understand the importance, reach, visibility of pride
•! Get Help – You can’t do it all your self – High “burn-out”
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Workshop Part 3
Best Practices: Ways to maximize the
Pride experience for your ERG, your brand,
your budget & the consumer.
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Q & A