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PR Case Studies I

PR Case Studies I. Background . http://www.youtube.com/watch?v=usS-4fer-Cg. Tagline (and brand focus) switch:. We’ll stash your trash in a flash.” (1989) “North America’s Largest Junk Removal Service” “Have you got junk in your life?” (2005) Today: “Take my junk.”.

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PR Case Studies I

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  1. PR Case Studies I

  2. Background http://www.youtube.com/watch?v=usS-4fer-Cg

  3. Tagline (and brand focus) switch: • We’ll stash your trash in a flash.” (1989) • “North America’s Largest Junk Removal Service” • “Have you got junk in your life?” (2005) • Today: “Take my junk.”

  4. Five Secrets to Branding Success: • Brand consistency • Strong PR approach • Focused internal relations • Clear mission statement (“Painted Picture”) • Rule of 27

  5. 1. Brand Consistency • Uniforms • Trucks • Print materials • Lawn signs • Maximum visibility for maximum results

  6. Consistent Brand Story • Who is the face of the company? • Why is he effective? • Compare the brand stories: http://www.youtube.com/watch?v=LlFJBP_2JUM&feature=related • What are the common elements?

  7. As for CRM & third-party endorsement… http://www.1800gotjunk.com/Calgary/

  8. 2. Strong PR Approach • “The media has helped us gain national exposure that most brands couldn't afford to buy. The 1-800-GOT-JUNK? story has become many different stories, each with their own well-targeted angle.” – B. Scudamore • Media reach: home and garden shows. Morning talk shows, primetime news programs, top magazines, online portals, news sites, etc.

  9. The Oprah Moment http://www.youtube.com/watch?v=fZTinzfywMI

  10. Not to mention Dr. Phil… http://www.youtube.com/watch?v=MhqXt4Txq0s&feature=related

  11. 3. Clear Corporate Mission • “To make the ordinary business of junk removal exceptional” • “Can You Imagine?” Wall (Oprah/Harvard) • The Painted Picture (2-page document) • a vivid mental image of what 1-800-GOT-JUNK? will look like, feel like and act like in the year ahead

  12. 4. Focused Internal Relations • “An important part of managing and controlling your brand first relies on internal communication. I don't think you can effectively communicate with your customers until everyone within your organization has a crystal clear idea of what your company is about.” – B. Scudamore

  13. Inside 1-800-GOT-JUNK? • Office dog (Grizzly) • Blue wigs • Segways • The Daily Huddle http://www.youtube.com/watch?v=dHVKL7WvyN0

  14. 5. Rule of 27 • It takes 27 impressions to make an impact on a consumer • Brand repetition • Logo, company name = phone #

  15. Brian Scudamore on Branding: • “There is no magic bullet in branding. It is an ongoing process that involves targeting your customers regularly and with a sense of timeliness and fun.”

  16. Timing isn’t everything, but it sure helps! http://www.1800gotjunk.com/earthday/

  17. Your Turn Using the News Canada Editorial Calendar, come up with at least 10 brand-related stories you could pitch to media about 1-800-GOT-JUNK? within your assigned month. You’ll be working in pairs. Keep in mind the time of year and what makes each season unique in the Canadian market.

  18. News Canada Editorial Calendar Available 365 days a year, 24 hours a day at www.newscanada.com

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