Customer-Brand Relationship Strategy

Robert Green

ComStrat 564

Washington State University

July 26, 2017

1

ContentsExecutive Summary......................................................................................................................................3Overview of the Branding Plan.....................................................................................................................3 Mission Statement.........................................................................................................................................3Current Brand Status……………………………..............................................................................................4 Rebranded WSRP Concept…………………………………………………..……………………...……..4Value Proposition for Customers……………………………………….………………………………….5Customer Description(s)…………………………………………….……………………………………..5Customer Personas- Target Demographics…………………………….……………………………….….6Brand Development………………………………………………………………………………………..8Customer Engagement……………………………………………………………………………………..9Social Media Presence……………………………………………………..……………………………..10Rebranding Flow Chart………………………………………………………………………….………..11Customer Touchpoints…………………………………………………………….…………….………..12Pathway to Purchase…………………………………………………………………………….………..13Message Content……………………………………………………….……….……………….………..13Long Term Customer Relationship Building…………………………………………………….……….14Program Goals………………………………………………………………………………….…………14Appendices…………………………………………………………………………….………….………15References……………………………………………………………………………..………….………16

2

Executive SummaryThis campaign details the issues facing the Washington State Republican Party (WSRP) within minority and working class communities. Research revealed that the WSRP is viewed as “not caring about people like us” by minority and working class communities. This rebranding plan outlines a strategy and implementation plan to change the image of the WSRP party with minority and working class voters.

The rebranding plan is focused on changing the non-caring image that currently exists in minority and working class communities. The new WSRP brand identity is built around engagement with voters in minority and working class communities and demonstrating a commitment by the WSRP to help minority and working class people improve their lives and communities.

- Brand Values – Making lives better for minorities and working class people Equal opportunity for everyone A helping hand for those that need it

- Brand Attributes – Problem solving Simple Effective Trusting Empowering Cooperation

Research shows that many minority and working class voters are disillusioned with the democratic party due to broken promises and social policies. This presents the WSRP an opportunity to make gains in voter support if they can effectively rebrand themselves in these communities as the party that cares about them and can improve these voter’s lives.

Overview of the Branding PlanThe overall design of this rebranding campaign is based on ideas promoted by Greg Satell. Mr. Satell is an internationally recognized marketing expert with 15 years’ experience in brand marketing around the world. Satell’s model promotes the idea of 3 objectives. Spreading brand awareness, closing the Sale, developing brand Advocacy and Loyalty in the customers, or in this case voters. Each of these objectives has its own tactics to achieve the objective.

Mission StatementVision- WSRP becomes a party with wide support across all segments of the population. Specifically including working class and minority communities.

3

Strategy- The WSRP must demonstrate it cares about working class and minority issues with in community events, policy proposals and actions that demonstrate the stated brand values.

Tactics- There will be a multi-pronged plan to demonstrate the WSRP’s desire and commitment to help working class and minority voters with actions that directly help improve these voter’s lives.

Community awareness and assistance events Social media network communications program Voter turnout assistance

Current Brand StatusThe WSRP party has experienced declining support from many segments of the population over the last several decades. This has been especially true in minority communities. Typical African-American support now averages around 10% for most Republican candidates. However, many policies and philosophies supported by the WSRP poll much higher in minority communities. Therefore, it can be concluded that the WSRP label has negative equity with black voters. Research shows that the primary cause for this negative brand equity is due to a perception in working class and minority communities that the WSRP and its candidates “don’t care about people like us” (Butler, R. 2017, June 12th et al) and Republicans “only care about the rich” (Butler, R. 2017, June 12th et al). So the core rebranding challenge for the WSRP is addressing this “caring” gap. Research indicates voters don’t vote for someone that they feel doesn’t care about them(Butler, R. 2017, June 12th et al).. The WSRP has greatly contributed to this perception by doing a poor job explaining how their policies would help working people and minorities. The WSRP must do a better job presenting their ideas in style to address the “caring” deficit. More importantly, the WSRP must match their words with actions.

Rebranded WSRP ConceptThe rebranded WSRP must build on the “Compassionate Conservative” theme first put forward by George W. Bush when he ran for president in 2000. Then Governor Bush attempted to recast traditional conservative and republican policies in a more compassionate and caring manner. There is nothing in the WSRP platform (https://wsrp.org/platform2016/ ) that is inherently incompatible with the compassionate conservative theme. It is simply a matter of presentation and execution. The concepts of hard work, personal liberty and personal responsibility stated in the WSRP platform are strongly aligned with a large segment of the African American community. This portion of the African American community should be prime recruiting territory for a properly crafted message from the WSRP.

The WSRP must develop and execute a plan that demonstrates genuine concern and caring about the daily challenges faced by working class people and minorities. This rebranded WSRP brand will incorporate

- Brand Values – Making lives better for minorities and working class people Equal opportunity for everyone A helping hand for those that need it

4

- Brand Attributes – Problem solving Simple Effective Relevant Empowering Cooperation

- Brand Personality – Caring Listening Common Sense Practical

The new branding image created to attract minority interest and support should include a new image or logo to help promote the idea that this is not just words, but is in fact a change in the brand identity. For instance, an example could look like

An image or logo that incorporates an element of inclusiveness and equality for everyone would be an improvement over the use of an old discredited logo. A new logo should be an element in the integrated rebranding effort of the WSRP. Additional research may need to be done to develop an effective logo for the rebranding effort of the WSRP in minority communities.

Value Proposition for CustomersThe WSRP brand value proposition being offered to voters is simple. It is an incentive based proposition. If you support our party with your vote:

We will to help make your lives better We will implement policies that make your lives easier

Customer Description(s)The target customer for the rebranded WSRP is African- American voters. Support for WSRP policies and candidates within this group has decreased over the last several decades. However, there are many sub

5

groups within this overall voter demographic that share basic values and beliefs with the WSRP. These sub groups should be receptive to an improved appeal from the WSRP and their candidates. Three examples of these voter personas are detailed below.

Customer Personas- Target DemographicsBlue Collar Man

Demographic InformationMaleAge 25-35SingleEducation High school/trade schoolCareer- construction/trades/truck drivers- economically vulnerableIncome- 50k

Voting ProfileTraditionally votes for democratic candidates. Frustrated with empty promises and lack of results.Family and friends are traditional democratic voters as wellCannot name any specific republican or democratic policyDoesn’t follow politics until election time

Current Brand ImpressionWSRP only care about the richWSRP doesn’t care about the “little guy”Feels ignored by WSRPDoesn’t trust politicians in general

Policy Concerns and PhilosophyKeep economy growing/job securityPolice and community relationsConcerned about education quality/ college affordabilityHard work should be rewardedPersonal responsibility is importantPeople deserve a second chance

Frustrations with WSRPPolices that help the little guyBelieves republicans are rich white people that don’t care about working and poor folksFeel system rigged for the richDoesn’t know what WSRP policies are or how they might help working folks.

6

Married College GuyDemographic InformationMale Age 25-50MarriedEducation – college degreeCareer- White collar professionalHousehold Income- 80k +2 kids

Voting ProfileTraditionally votes for democratic candidates. Frustrated with empty promises and lack of results.Family and friends are traditional democratic voters as wellCannot name any specific republican or democratic policyDoesn’t follow politics until election time

Current Brand ImpressionWSRP only care about the richWSRP doesn’t care about the “little guy”Don’t trust politicians in generalFeels ignored by WSRP

Policy Concerns and PhilosophyKeep economy growing/job securityConcerned about affordable housingConcerned about community safetyConcerned about education quality/ college affordabilityHard work should be rewardedPersonal responsibility is importantRegular church goer

Frustrations with WSRPBelieves republicans are rich people that don’t care about working and poor folksNo policies that help the little guyDoesn’t know what WSRP policies are or how they might help working folks

7

Married College MomDemographic InformationMaleAge 25-50MarriedEducation – college degreeCareer- White collar professionalHousehold Income- 80k +2 kids

Voting ProfileTraditionally votes for democratic candidates. Frustrated with empty promises and lack of results.Family and friends are traditional democratic voters as wellCannot name any specific republican or democratic policyDoesn’t follow politics until election time

Current Brand ImpressionWSRP only care about the richFeels ignored by WSRPNobody is helping the next generationDon’t trust politicians in general

Policy Concerns and PhilosophyKeep economy growing/job securityConcerned about affordable housingConcerned about Public School qualityConcerned about community safetyConcerned about education/college affordabilityRegular church goer / concerned about social morals

Frustrations with WSRPBelieves republicans are rich people that don’t care about working and poor folksDoesn’t know what WSRP policies are or how they might help working folks

Brand DevelopmentResearch (Schultz, 2009) has identified three brand development and measurement pathways: Attitudinal, Incremental and Value. Based on survey results which show the major issue with the WSRP brand in the African American community is a feeling of being ignored and disrespected. I believe the attitudinal pathway is the proper initial approach. Experience over the last 30 years shows an incremental approach of running a few more ads or making policy promises is ineffective. The brand value approach and brand loyalty offers little promise since there is essentially no support for and little trust in the WSRP among African American voters. So the branding mission challenge for the republicans is clear. Until the non-caring perception is transformed there is little chance of increasing support in the targeted voter groups.

Customer Engagement8

Customer engagement strategy is a combination of “push” and “pull” marketing efforts. Community Events are a critical first step in the rebranding process for the WSRP. People like church pastors that share basic values with the WSRP will be an initial point of contact. These community leaders that can leverage the WSRP message to larger groups that they influence. Community and cultural events are designed to provide an opportunity for the WSRP to share their message of caring and assistance. Lack of caring has been identified as the number one concern of African American voters when describing Republicans. Since it is far easier to hate an unknown enemy than someone that you have had a pleasant conversation. These community events provide critical face to face interactions between the WSRP, it’s candidates and elected officials with folks in the African American community. When people have a chance to meet and chat they typically discover things they have in common which starts to break down preconceptions and allows a trust to be developed between both sides. The republicans have virtually abandoned the black community so it has made it easy for them to be demonized within this community.

Community assistance events like job fairs and education guidance along with the complimentary social media presence are designed to pull voters into continued contact and deeper policy discussions. Each of these touchpoints provides a scalable approach that can be effective for various sized events.

Given the republicans have virtually abandoned the black community it has made it easy for them to be demonized within this community. To reverse this the WSRP must do 3 things in accordance with Greg Satell’s approach.

Create Awareness of their new Brand Identity- that means demonstrating to the African American communities the WSRP wants to help people.

Close the Sale of the new WSRP brand- convince black voters to support WSRP candidates and policies with the incentive or more assistance from Elected Republican candidates.

Create an advocacy of African American voters- elected republicans must deliver on promises of assistance to help voters in the African American community to promote voter advocacy in future election cycles.

If executed effectively this plan could increase support from black voters and create a loyal voter base within the black community.

Organizing job fairs and interview training provides opportunity for creating awareness and sales to the targeted voters. Staying in the community and continuing to help will allow the WSRP to build trust and loyalty in black voters by demonstrating a commitment. Other events such as educational assistance and guidance like helping students fill out scholarship and college applications will further develop relationships and trust. Coordinating job shadowing, internships and mentoring for students in the communities provides similar opportunities to achieve the three objectives promoted by Satell.

Once an effective community outreach has been established with members of the African American community. A complimentary social media effort can be brought online to allow to provide a platform for regular continued contact and discussion with community members.

Social Media Presence 9

Platform Link

Website https://dagcox.wixsite.com/563-outreach

FaceBook – Home Page https://www.facebook.com/profile.php?id=100012168307020

FaceBook – Fan Page https://www.facebook.com/conservativesolutionsforminorities/

Twitter https://twitter.com/MinorityOutReach99

YouTube Assorted videos

Web blog site https://robertgreenweb.wordpress.com/

Instagram Coming soon

The social media presence is designed to pull in voters in and provide ongoing communications to create additional “sales” and “advocacy” opportunities. The social media presence also serves as a metric for the effectiveness of the community events. High social media activity would be an indicator of community events success in the “Awareness” and “Sales” steps of Satell’s strategy. Low social media activity would indicate the need to improve the community events effectiveness.

The website, twitter and 2 Facebook accounts are all linked for easy navigation between platforms. Additional platforms will be linked to the other platforms as well when they are complete.The twitter feed is linked to the Facebook pages so that tweets are sent to all platforms and reach users regardless of their access platform of choice. The Twitter feed is used to send out Headline Topics in an effort to grab users’ attention. The Facebook fan page displays the tweets and is also used to post medium length essay that expand on the Twitter headline. The Facebook fan page has an open comment section for viewers to join the discussion and create an interactive environment. The website contains additional longer articles on subjects of local interest as well a library of background information explaining the “why’s and how’s” behind the “what’s” of republican/conservative philosophies and policies. The website also has a comment function to create another interactive opportunity for users. The website has a “Mobile” platform specially formatted for convenient display on the smaller screens on cell phones.

Rebranding Flow Chart

10

‘The flowchart represents the “loyalty loop” promoted by Satell (Satell, 2015, October 21)

Customer TouchpointsEach touchpoint between the WSRP and minority voters will need to leave a positive feeling and reinforce the desired brand image that the WSRP cares and wants to help improve people’s lives. This contact point provides the opportunity for people to bond over the mutual desire to help people. This self-expression related to a brand identity component can be a powerful factor in building brand loyalty.

Community events and cultural celebrations are touchpoints where the WSRP is trying to bring awareness to their message that “the WSRP cares and wants to help”. These are social type settings where trust barriers can be broken down. They are not the place for serious political policy discussions that can cause acrimony. However, informational pamphlets and media sources can be offered to anyone interested. The brand development goal is an attitudinal shift for voters at these type events that allow voters to overcome preconceptions of strangers and become open to listening to WSRP policy ideas.

11

Assistance events like job fairs and education fairs are a place to demonstrate that the caring message is not just words and to provide a functional bond of cooperation and problem solving between the WSRP and voters. The actions that go with the brand message will help build trust and make additional inroads into the attitudinal preconceptions of minority voters. Efforts that provide direct assistance such as job opportunities and scholarship assistance provide a direct incentive for minority members to take a chance on the WSRP and their policies.

A continuous cycle of community events and face to face contacts is designed to incrementally break down barriers between the WSRP and create a new image in minority voters mind in line with our stated brand identity and personality. Most people would like to believe they care about others and enjoy helping others. They would like to share this feeling with their public officials. Research shows minority voters generally associate this trait with the opposing Democratic party, although they feel the Democratic party is more talk than action. This provides the opening the WSRP needs to rebrand themselves to minority voters and create a climate of cooperation and helping others.

Election and voter support efforts reminding voters to vote or proving rides to get minority voters to the polls to support WSRP candidates shows a need for cooperation and mutual help. This is the time for an incentive reminder that voting to support the WSRP will result in policies and actions that will help make the voters lives better. Voters can develop a feeling of importance in the process of change that will help themselves and others in the community. This is another opportunity for the voter to develop a positive self-expression.

Pathway to PurchaseGiven the current state of the WSRP brand in minority communities it will take a concerted and consistent effort to achieve the desired level of success specified in the goals section (see below). The first step in the customer acquisition cycle is the awareness phase which will provide the opportunity to build trust with voters by listening to their problems and discussing solutions with them. This awareness phase consisting of the community meetings and events is critical to the success of the branding efforts and pathway to sales. These touchpoints must be executed in a way that breaks down preconceptions and starts the trust building process between the WSRP and minority voters. The goal is to create an openness in voters to at least consider the WSRP as a viable option.

Continued community events and use of social media to maintain contact and provide the opportunity to have more in depth discussions will be the launching pad for the sale of the WSRP to minority voters. The branding program is designed to be circular (as shown above in the Rebranding Flow Chart) so that as initial voters are persuaded to support the WSRP that they can become advocates in their community for the WSRP and their candidates and their policies. Due to the extended time between the point of sales (election day) there is time for multiple contacts with voters. A rule of thumb in politics is 7 contacts to win a voter over.

Community events and assistance events like job fairs are essentially free presale sample for the voters. Once the sale is closed and the voter chooses to support the WSRP. Then the post-sale experience needs to be a positive ongoing experience to move the voter to the advocacy stage. A successful post sale experience will include continued contact at community events and social media interactions. However, the key factor for creation of brand loyalty and advocacy will be effective actions helping minority community members. All

12

sales will pass through positive direct actions that improved voter’s lives and advocacy will be the next step in the cycle.

Voter support and assistance like election day reminders to vote and rides to the polling places or absentee voting assistance will provide Recency and Proximity to close the sale on election day.

Message ContentAs part of an integrated branding approach each message delivered at all touchpoints must reinforce the basic brand identity tenets established for the WSRP

- Brand Values – Making lives better for minorities and working class people Equal opportunity for everyone A helping hand for those that need it

- Brand Attributes – Problem solving Simple Effective Trusting Empowering Cooperation

These values and attributes must be communicated in clear language and simple examples of how WSRP policies can deliver on the brand values. Solutions offered must be understandable, practical and relevant to the problems faced by minority voters in their daily lives.

Long Term Customer Relationship BuildingThe ability of the WSRP to establish a cooperative and mutually supportive relationship with minority voters will be dependent of their ability to effectively implement the Awareness, Sale and Advocacy cycle. The basis of a long term relationship will be dependent on the WSRP delivering helpful actions and policies to the voters.

Program GoalsThe long term goal of this project is to convince minorities the WSRP’s principles and policies offer superior results in addressing issues of concern to them and their communities. An analysis of recent election results indicates that if the WSRP could attract an additional 1% of the African American vote it would be enough to flip the election results of 1 out the last 4 governor’s races. Were the WSRP able to garner an additional 29% of the African American vote it would be enough to flip the election results of 2 out 4 governor’s races. These projections are approximations based on results for this one office (see appendix), but the point is that increased minority support for the WSRP is by itself enough to change election results.

13

Initial goals are to begin the process of increasing minority support for the WSRP and ultimately a support level between 25%-35% from black voters can tilt election results in most statewide elections. This could benefit both the WSRP and minority communities in Washington.

14

Appendices

Washington State Governor Election Results- used as proxy for statewide electionsTotal vote 3,250,000 (54.4%) Winning marginTotal black vote 130,000 (12 %) try 4 %

Seattle 8 %Winning margin 384,000 (7.8 %) 2016

96,000 (3.0 %) 2012194,000 (6.5 %) 2008132 (0.00 %) 2004

Typical minority contribution to winning margin

130,000 x 90%=117,000117,000 against WSRP – 13,000 for WSRP =104,000 net against

96000 vote net change- needs 48,000 votes switched or 51,000 votes for WSRP

51000/130000= 39% of total black voteOr a 29 % increase in black vote in 2012 to flip results

130,000 x 90%=117,000117,000 against WSRP – 13,000 for WSRP =104,000 net against

Minority votes needed to make results a tie

A 100 % change would not have flipped election results2004 A 37 % change would have flipped election results 2004 A 100 % change would have flipped election results 2004A 1 % change would have flipped election results 2004

384,000 (7.8 %) 201696,000 (3.0 %) 2012194,000 (6.5 %) 2008132 (0.00 %) 2004

Election data from Ballotpedia

15

References

Schultz, D. E., Barnes, B. E., Schultz, H. F., & Azzaro, M. (2009). Building Customer-Brand Relationships.New York, NY: Routledge

Satell, G. (2015, October 21). Marketers Need to Rethink the Customer Decision Journey. Digital Tonto [Blog]. Retrieved from http://www.digitaltonto.com/2015/marketers-need-torethink-the-customer-decision-journey/

Satell, G. (2013, April 3). Rethinking Marketing Strategy for the Digital Age. Digital Tonto [Blog]. Retrieved from http://www.digitaltonto.com/2013/rethinking-marketing-strategy-for-the-digital-age/

Butler, R. (2017, June 12th) Personal InterviewAllen, B (2017, June 12th ) Personal InterviewAllen, A (2017, June 12th) Personal InterviewSimmons, M (2017, June 13th) Personal InterviewJenkins, R (2017, June 13th) Personal InterviewGamble, K (2017, June 13th) Personal InterviewMiller, D (2017, June 14th) Personal InterviewHarris, D (2017, June 14th) Personal InterviewGreen-Flores, K (2017, June 14th) Personal InterviewGreen-Flores, M (2017, June 15th) Personal InterviewCooley, M (2017, June 15th) Personal Interview

Imageshttps://www.flickr.com/photos/tallkev/4197206036black worker

https://www.flickr.com/photos/cbpphotos/32930888211Black Office Worker

https://commons.wikimedia.org/wiki/File:BenToddJealousFamily.jpgBlack mom

16