MetLife Hong Kong EduCare

In January 2015, MetLife Hong Kong released a video titled “My Dad’s Story”. It presents a young school girl reciting an essay about her father. Joyful scenes of the father and his daughter flash by as the girl describes her father as “kind”, “handsome” and a “superhero”. Then, the daughter pauses and reveals that her father lies. He lies about having a job and money, but he does so for the love of his daughter. The advertisement ends with the message, “A child’s future is worth every sacrifice.”

The ad was created to promote MetLife’s EduCare savings plan. This plan helps parents save money for their child’s higher education. When visiting MetLife’s website, I found that the video fell in line with the reputation and image of the company. MetLife wants to “provide protection”, “preserve a family’s standard of living” and “avoid leaving debt”. They care about maintaining a safe financial future for families.

In recent years, advertisements have turned to storytelling to gain an audience’s attention. Like this ad, no product benefits are usually listed. Companies want to gain an audience’s trust through an emotional appeal. To be honest, this ad did make me tear up. It made me think of my mother and the sacrifices she has made for the benefit of my life.

The target audience is parents in general. Whether the parent is single or married, the ad was telling parents that MetLife would support them in providing a better life for their child. The whole basis of the commercial was showing the relationship between a child and her father. With that being said, there was an implicit “call to action”. MetLife did not ask the audience to “call now and talk to a representative”. The commercial merely said, “A child’s future is worth every sacrifice.” Only then was the MetLife logo presented.

I do not think that the advertisement really followed the AIDA formula all the way. It captured attention through an emotionally “feel good” start. And, it held interest because of the young girl’s “but” statement. As I said before, product placement and benefits were not included in this advertisement. So, it was not until the end that the audience knew what the commercial was really for. Even then, MetLife did not state anything about the EduCare plan. I had to do research to find out that Met Life was advertising this specific product.

I truly love this advertisement. I like that companies are turning toward storytelling to get and audience’s trust and respect. As I said before, the ad connected with me on a personal level even though I am not a parent. Since I am not a parent, I will not be buying this product, but perhaps I will in the future. The advertisement showed that MetLife will sacrifice for parents that sacrifice for their children. It makes me want to be a part of what the company represents.

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PR Proposal for Non-Profit

disney-world-summer

Goal: To receive funding for the Veterans Museum of Mid-Ohio Valley

Objective #1: To gain approval from the Wood County Board of Commissioners by August 20

 Tactic #1: Send letter from President Ron Salter to each county commissio

Brief description: Ron Salter will send each commissioner a letter requesting funding for the Veterans                         Museum of Mid-Ohio Valley. The letter will emphasize the educational importance of the musuem

Deadline: May 2

 Budget: $15 for postal stationery

Special requirements: The Wood County Board of Commissioners request an electronic letter be sent via e-                     mail for documentation purposes.

Supervisor: Active Member Jan Dils

Evaluation: The success of this tactic will be measured by whether the county commissioners are familiar                         with the museum’s mission before a formal presentation.

Tactic #2: Send personal invitations from President Ron Salter to each commissioner and their family

Brief description: Ron Salter will send each commissioner an invitation or a guided tour of the museum. If                           accepted, the invitation will allow commissioners to see the historic and educational value the museum                             holds. It will also give museum board members an opportunity to show commissioners what will benefit if                       funding is granted.

 Deadline: May 29

Budget: $10 for invitations and postage

Special Requirements: None

Supervisor: Active Member Jan Dils

Evaluation: The success of this tactic will be measured by whether the county commissioners accept the                           invitation

Objective #2: To receive individual donations by May 19, 2016

Tactic #1: Contact local T.V. station and newspaper

Brief description: Active Member Tammy Collins will contact the local T.V. station and newspaper to                                   schedule interviews with board members and veterans. Media coverage will encourage the surrounding                               community to visit and donate to the museum.

Deadline: July 1

Budget: $0

Special requirements: Veterans prefer to conduct phone interviews with The Parkersburg News and                                 Sentinel. Veterans prefer not to travel.

Supervisor: Communications Specialist Linda Rhodes

Evaluation: The success of this tactic will be measured by whether there is an increase in visitors and                               donations within the year.

Tactic #2: Send invitations to local elementary schools for a guided tour of the museum and to participate in                     special activities.

Brief description: Director Gary Farris will send each Wood County elementary school a letter of                                       invitation for students and family. If accepted, the mission of the museum – to educate                                                     the public, especially youth, of the Armed Forces – will be fulfilled.

Deadline: May 28

Budget: $15 for postal stationer

Special requirements: Have activities and information for students with special needs.

Supervisor: Active Member Jan Dils

Evaluation: The success of this tactic will be measured by whether there is an increase in visitors and                                 donations on the day of the event.

Objective #3: To create a partnership with Coldwater Creek by August 29

Tactic #1: Send personal letter from President Ron Salter to Coldwater Creek executive board members

Brief description: Ron Salter will send each board member a personal letter requesting a partnership                                 with the Veterans Museum of Mid-Ohio Valley. The letter will emphasize the educational importance of the museum.

Deadline: June 2

Budget: $15 for postage stationery

Special requirements: The Coldwater Creek executive board requests an electronic letter be sent via e-mail for documentation purposes.

Supervisor: Active Member Jan Dils

Evaluation: The success of this tactic will be measured by whether the executive board decides to                                   continue communication and discuss a future partnership.

Tactic #2: Send personal invitation from President Ron Salter to Coldwater Creek executive board members

Brief description: Ron Salter will send each board member an invitation to dine with museum board and                         local veterans. The dinner will provide museum board members the opportunity to                                                           emphasize the importance of the non-profit organization.

Deadline: June 10

Budget: $315 for invitations, postage, and dinner

Special Requirements: None

Supervisor: Communications Specialist Linda Rhodes

Evaluation: The success of this tactic will be measured by whether the Coldwater Creek executive                                   board is familiar with the mission and purpose of the Veterans Museum of Mid-Ohio Valley.

http://veteransmuseumofmidohiovalley.com/

Feature Story

A feature story is an article about a person, place or thing. This article was written under class circumstances. The people, companies and product mentioned are not real.

Washington Smells of 1776

 

            The favorite founding father has come out with a new favorite scent. In one month, Respigio’s fragrance, Washington, will be available in Margusho’s stores. “Washington never lies” so, don’t lie about wearing Washington. It comes in four products: cologne, cologne spray, after-shave lotion and razor-relief lotion. The mixture includes cinnamon, George’s favorite spice. It will have customers smelling George-ous!

Margusho’s vice president of marketing, Anne Twente, said research shows customers love George Washington. With a unanimous vote from the public, you can expect big things from Washington. The fragrance represents a man of strength and integrity.

Men will be lining up to exchange the George in their pocket for a bottle of Washington. The red, white and blue package will attract those who don’t have a laissez fair attitude toward odor. Be sure to enlighten customers with this Margusho’s exclusive product. Washington is the scent America has smelled since 1776.