Ivellisse Morales CM 441: Media Relations Professor Lambert 11 November 2010 SITUATION ANALYISIS Gillette is a Boston-based grooming and

beauty brand of Proctor & Gamble (P&G), the worlds largest consumer products company. It is an over 100-year-old brand originally owned by The Gillette Company, which was acquired by P&G in 2005 for 57 billion dollars. The brand now serves as a Global Business Unitspecifically titled Global Grooming--for the corporation that ranks 22nd on the Fortune 500 list. As a GBU, its purpose is to market, sell and produce Gillette products globally with growing subsidiaries in India, Brazil and Hong Kong. P&G announced its quarterly sales last week, which show that profits have declined by 6.8% but Gillette as a brand has helped boost over 8% of the global profit with the new Fusion ProGlide product line that was released in June of this year. With more brands under its belt, Unilever is P&Gs biggest competitor with the Axe grooming brand juxtaposed against Gillette. Gillette tried to compete with its own male body spray called Tag, which failed and has been discontinued due to low success. P&G has decided to focus Gillettes efforts in global markets instead of acknowledging the competition from Axe. Recently earned coverage includes newswires and financial, sports marketing and local online publications, which covered its quarterly financial information and the renewed naming rights contract with Gillette Stadium. The brand has a heavier presence with social media as its current Fusion ProGlide campaign utilizes YouTube, Twitter, Facebook and promotions via its own website. As a pioneer of sports marketing, Gillette marks its presence in the local area by its sponsorship and naming rights of The Gillette Stadiumthe home of the New England Patriots. It recently extended these rights until 2031; it has owned the name since 2002. Gillette has a name in New England, but it does not have a strong enough presence in the community, which provides an opportunity for visibility efforts. This can be accomplished by becoming more involved. Gillette donates time, money and products to small nonprofit organizations such as The Greater Boston Food Bank. Not to mention, the Group President of P&G Global Grooming, Charles Bergh sits on the Board of Directors for United Way of Massachusetts Bay and Merrimack Valley. This plan will address the key communication issue of visibility and involvement in the Greater Boston area by teaming up with the Movember Foundation to foster closer relationships between fathers and teenage sons while spreading awareness about prostate cancer.

GOAL STATEMENT To be known as a contributing figure in the New England community by fostering closer relationships with fathers and teenage sons while raising awareness about prostate cancer and fundraising for the Movember cause.

TARGET AUDIENCES The target audience will be fathers and teenage sons in the New England area. The Fusion ProGlide collection originally targets males 15-34 years old. For this plan, the age will be increased to 70 years old as older males are more at risk for prostate cancer.

OBJECTIVES To build awareness of Gillettes presence in the New England community by 40% by December 2011 at a cost of $54,600 Pre-evaluation: A content analysis of all articles and segments that mention Gillette will be conducted to see how often the company appears in the news. This can be done via a clipping service. We will also use Google Analytics to determine how many current websites hits are from the New England area. Post-evaluation: Afterwards, we will run another content analysis and determine how much our physical presence in the news has improved. We will also run a textual analysis to see how well the media portrayed our campaign and cause. We will also evaluate the website hit numbers. Moreover, we will interview random men in New England and ask them questions about Gillette and see if they know where its based and how it is involved. Tactics 1. Host a contest where fathers and teenage sons grow their mustaches for the month of November and post a picture of their progress on the Gillette website. Visitors will then vote for the winning pair who will receive a year supply of Fusion ProGlide razors, front row seat tickets to the Super Bowl 2012, and a meet and greet with the New England Patriots. This is an opportunity to engage with current and potential customers that are also football fans as well. The New England-wide campaign will be more than likely to get media attention because its something HUGE! It will succeed because the contest also supports a great cause and fans will be more than willing to do anything to win the great grand prize. 2. Launch a publicity tour with the ProGlide MObile (complete with a mustache on the front bumper) that will visit the major cities of New England including New Haven, Boston, Providence, Montpelier, Augusta, and Concord. The bus will give away free razors and fake mustaches to passerbys, inviting men to participate in the contest. A local doctor (providing service pro-bono) will be available at each stop to provide prostate screenings. Each city stop will be recorded and uploaded to YouTube. The event will also be posted to the Associated Press Day Book and local newspapers will receive media alerts and photo opportunity alerts a week before the tour reaches their town. The ProGlide MObile is more of an effort to bring Gillette to our target audience as opposed to them reaching out to us. And plus, everyone loves free stuff. The media will definitely cover this because its a photo opportunity as well as a fun story to cover. 3. Hold a press conference at the Hynes Convention Center in Boston for the kick-off of the ProGlide MObile, inviting all the major and local newspapers of Massachusetts. Reporters will receive a free mustache and razor as mementos as well as press kits for more information. A press release will be sent out about two weeks before the event so the reporters can prepare for the travel. We would hope that the kick-off of a large campaign would influence reporters to cover the story, which will be read by our audience. The dissemination of the campaign via newspapers and other publications will inform our audience and get them to look into it more.

4. Pitch local news sportscasters to participate in Movember and mention their participation in the Gillette cause during their segments. If our audience sees a local (and visible) member of their community participating, it would incline them to learn more. It would be like the sportscasters are starting the trend. 5. Hold editorial board visits with the major local newspapers a month before the press conference to inform them of the campaign and what will occur. October is Breast Cancer Awareness Month so we wouldnt want to step on any toes with articles about prostate cancer. By informing them ahead of time, editors and reporters will be prepared to have articles ready for November. Budget

To increase awareness of prostate cancer in New England men by 40% by December 2011 at a cost of $26,000 dollars Pre-evaluation: Current knowledge of target audience will be measured via short survey. The survey will test website visitors, Gillette Stadium attendees and New England men in general. Post-evaluation: The same participants will be re-surveyed to determine how the answers have changed after the 3-month campaign. We will also conduct focus groups to discuss prostate cancer and determine what they know and how much they know. Tactics 1. We will hire one of the New England Patriot football players as a spokesperson. Preferably, he would have had to be personally affected by prostate cancer in some way (diagnosed family member, survivor, etc). If not, any of the team players will do. Of course, he would be media trained and prepared for interviews. As a celebrity athlete, he will not only attract the attention of his fans and football game viewers but also media

2.

3.

4.

5.

6.

attention. Using a New England Patriot as a spokesperson will be successful because fans will pay attention and it makes for a good story. All team members of the New England Patriots will be encouraged to grow out their mustaches for the month of November in support for Movember. Fans will be inspired and convinced to do the same if they see their favorite players do it. This tactic will also be a great photo opportunity once all the players have fully grown out their mustaches. This is also a great photo opportunity for the media. Small, local New England newspapers will be pitched to run a feature spotlighting a community member who has battled or has lost a loved one to prostate cancer. The heartfelt stories will be a great piece that the media would love; we will help them find people to profile via our survey. The features will suit the audience since it reaches them at a more local level, bringing the subject close to home. Air a public service announcement during Sunday NFL games. Sunday football games in many households are a family tradition. We will target both fathers and their teenage sons with a humorous PSA that discusses the risks of prostate cancer while promoting the Movember cause. It would be the call to action. Information will be provided at the end on how to enter the contest and get involved. Pitch a special segment on Good Morning America and The Early Today Show where our spokesperson and a doctor acting as a subject matter expert will discuss the risks of prostate cancer and promote the Movember/Gillette contest. As the campaign will be gaining momentum, these shows will be interested in featuring the spokesperson since hes a celebrity but also because its a health-related issue that needs to be discussed. Pitch male lifestyle blogs and YouTubers to review the Fusion ProGlide razor and also mention and link the post to the Movember cause. Participants will automatically receive a 20% off coupon for a razor upon entering the contest. People tend to listen to people which is why having a regular person promote the cause is a great strategy.

Budget

To fundraise more than 10% by December 2011 at a cost of $10,300 dollars Pre-evaluation: The most recent fundraising effort within the Gillette Stadium was the New England Patriots collaboration with the Susan G. Komen for the Cure organization to raise awareness for breast cancer in October of 2010. The Patriots matched the funds up to $10,000 only for one day. We want to go big for the Movember cause hence why we want to raise 10% more than that in one month as opposed to $10,000 in one day. Keep in mind that this is mostly Gillettes efforts and not the New England Patriots.

Post-evaluation: The success of this objective will be determined on whether or not we raised more than $100,000 after calculations. Tactics 1. The Gillette and Proctor and Gamble internal blog will be used to inform employees of an internal competition to fundraise money for Movember. The employee who raises the most money will receive Super Bowl 2012 tickets for his or her entire immediate family (including travel expenses and food). Employees will be disqualified from winning the general contest so this effort will be a way to engage them. 2. A letter to the stakeholders of Proctor and Gamble will be sent to not only request donations for the cause but to also encourage participation in the contest. We want to engage them as well as inform them on our activity and philanthropy. 3. Gillette will sponsor special edition mustache stamps with the United States Postal Service. Five cents from each stamp purchased will be donated to the Movember Foundation. Stamps can be purchased by anyone and is not exclusive to males, which can help us reach a broad audience for donation purposes. 4. Online and at football games, fake mustaches will be sold for $2 for the younger boys who cannot grow mustaches as well as for women who are interested in supporting the cause. Its a fun way to raise money and increase general awareness and support. Budget

BUDGET

RESEARCH Abelson, Jenn. "P&G Ends Tag Male Body Spray Line - The Boston Globe." Boston.com. 27 Oct. 2010. Web. 10 Nov. 2010. <http://www.boston.com/business/articles/2010/ 10/27/pg_ends_tag_male_body_spray_line/>. Elliott, Alan R. "Gillette, The King of Razors." Investors Business Daily. 19 Oct. 2010. Web. 10 Nov. 2010. <http://ezproxy.bu.edu/login?url=http://webebscohost.com/bsi/ ?vid=2&hid=110&s id=4f183b1e-4870-479f-8307-5f345c9d4fed@sessionmgr104&bdat a=JnNpdGU9YnNpLWxpdmU=#db=bth&AN=54493800>. "FORTUNE 500 2010: Company Comparison." Fortune 500. Web. 10 Nov. 2010. <http://cgi.money.cnn.com/tools/fortune/compare_2010.jsp?id=334>. Gillette. Facebook. Web. 10 Nov. 2010. <http://www.facebook.com/gillette/> Gillette. YouTube. Web. 10 Nov. 2010 <http://www.YouTube.com/gillette/> "Gillette and Gain Fuel P&G Sales - News." Warc. 29 Oct. 2010. Web. 10 Nov. 2010. <http://www.warc.com/News/TopNews.asp?ID=27435>. "Gillette Ramps Up ProGlide." NYSportsJournalism.com - Home. 23 Apr. 2010. Web. 10 Nov. 2010. <http://nysportsjournalism.squarespace.com/gillette-ramps-up-proglide-423/>. Globe Staff. "It Will Be Gillette Stadium through 2031." Boston.com. 22 Sept. 2010. Web. 10 Nov. 2010. <http://www.boston.com/business/ticker/2010/09/it_will_be_gill.h tml?camp=obnetwork>. Parsons, Russell. "P&G Boosts Share by Increasing Marketing Spend | News | Marketing Week." Marketing Jobs & Marketing News - Media, Advertising, Brands - Marketing Week. 28 Oct. 2010. Web. 10 Nov. 2010. <http://www.marketingweek.co.uk/sectors/fmcg/news/pgboosts-share-by-increasing-marketing-spend/3019887.article>. "P&G Extends Naming Rights for Gillette Stadium, Home of the New England Patriots And... -BOSTON, Sept. 22 /PRNewswire/." PR Newswire: Press Release Distribution, Targeting, Monitoring and Marketing. 22 Sept. 2010. Web. 10 Nov. 2010. <http://www.prnewswire.com/news-releases/pg-extends-naming-rights-for-gillette-stadiumhome-of-the-new-england-patriots-and-new-england-revolution-103530984.html>. "P&G to Increase Prices, Board to Mull Stock Split." Business News, Finance News, Stock Market, World Business, Financial Markets News Online. 09 Oct. 2010. Web. 10 Nov. 2010. <http://www.financialexpress.com/news/P-G-to-increase-prices--board-to-mullstock-split/694597/>.

"P&Gs Quarterly Profit Slips 6.8% - The Boston Globe." Boston.com. Bloomberg News, 28 Oct. 2010. Web. 10 Nov. 2010. <http://www.boston.com/business/articles/2 *The Gillette logo is copyrighted by Proctor & Gamble.

CALENDAR Media coverage will be expected between the end of October until the end of December 2011 December 2011 -Begin post-evaluation for all objectives -Hold meeting with PR team and board members to discuss success/failures and outcomes Movember 2011 11/1 Press conference for the kick-off of Movember -Contest opens and is promoted through social media -ProGlide Mobile will begin its tour of the major cities starting in Boston at the press conference -Send out the internal blog post to employees encouraging them to raise money -Special edition mustache stamps available for purchase at U.S. Post Offices 11/30 Winning photograph of father and teenage son is chosen via online voting October 2011 10/01-10/20 Hold editorial board visits with the major local newspapers to inform them on the upcoming campaign. Provide them with any useful information to prepare in advance for Movember. We will also be pitching local sportscasters to participate in Movember. 10/20 Send out press release, open the press room on the main website -Begin teasers of campaign via social media and website -Starting the last Sunday of October and continuing until the last Sunday of November, our PSA will air during football games -Pitch male lifestyle bloggers and send them product samples and information about Movember 10/28 the letter to the stakeholders will be sent out. September 2011 -Print and prepare press materials -Pre-purchase Super Bowl 2012 tickets for prizes -Pitch selected editors and reporters to write a feature about prostate cancer and Gillette/Movembers efforts -Pitch to New England Patriots to support the cause and grow out mustaches -Small newspapers will be pitched to write features/special stories on citizens who have battled or have been affected by prostate cancer -Pitch Good Morning America and The Early Today show to run a special segment November 2010 August 2011 -Begin pre-evaluations for the objectives -Hire interns to begin creating media lists and assist the planning and execution of the campaign -Begin campaign design and thoroughly plan out tactics -Order the mustaches and razor samples

-Begin talks with the New England Patriots -Purchase a car for the ProGlide MObile, insure it and decorate it -Reserve the Hynes Convention Center for the press conference -Find local doctors for prostate screenings -Choose a New England Patriot to be spokesperson and train him -Hire a director and actors to film the PSA