The Reason: A marketers guide to engaging cliques

360 Feedback: The Missing MBA Class

One of my b-school classmates recently had a daylong 360-feedback session at his job.  He mentioned it was probably the most reflective experience he’s had in recent memory.  He was better able to assess whether his perceived strengths and weaknesses matched up with what he thinks are his strengths and weaknesses. 

The Reason 360-feedback should be given to matriculating MBA candidates is to provide perspective – where selected professors, group members, peers and managers from summer internships, and classmates from student organizations give you feedback on your strengths and weaknesses in a team environment.  This sort of feedback provides a good baseline for you to manage your career.  On day one of your new job, you should be well aware of your competencies and what you may need to work on to be successful in your new job.  

Here’s a Reason-able list of benefits from a 360 Feedback class:

• Keeps you grounded.  The truth is many of us leave b-school cocky… this provides a reality check.
• Helps you find a job.  MBA students should take the time and assess jobs they are considering to see if their strengths and weaknesses make sense not just for job duties, but also cultural fit. You should know what a company values in their associates.  You should also think about whether you have similar values and whether you're perceived in that manner.  
• Self-Confidence.  Imagine the confidence you’ll project being able to articulate your strengths.
• Career Mapping. You’ll be able to map your career growth based on position descriptions.
• Personal Branding.  Understanding your strengths and hearing concrete examples of those strengths being applied helps you communicate your competitive advantages during interviews.

Powerpoint Stats: Minority kids become majority kids in T-14 years

My friends... the demographics of this country are rapidly changing.  An article in the Denver Post cites that roughly 1 in 4 kindergarten kids in this country are Latino.   Compound this with census data released last week showing that Latinos make up about one-fifth of all K-12 students.  The multicultural markets -- Latinos, Black, and Asian-American make up about 40% of the pre-college population in this country.

As mentioned in previous posts, minorities are projected to become the majority of the overall U.S. population by 2042.  Again I ask... what will the phrase "general market advertising" mean in a few years?  Any thoughts? 

Tina Fey Shouts Out Babson College

When you’re ranked #1 in entrepreneurship, you select commencement speakers a little differently i.e. you think out the box.

Tina Fey told my alma mater to suck it in her acceptance speech at the Golden Globes.  Instead of getting mad, we said thank you for the national spotlight and invited her to speak at a commencement ceremony.  It's good to see a school doing nontraditional marketing.

Planned Parenthood Marketing Campaign

Planned Parenthood of Southwest Ohio recently launched a campaign, "The A-Word", designed to take the heat off their“abortion-friendly” reputation.  According to their CEO, the campaign is intended to educate the public that “The A-Word” is not just about abortion, but for Planned Parenthood, it’s about abstinence, access, affordability and advocacy.

Ok, so I get it … you want to clean up your reputation … maybe ward off that lawsuit you’re facing?  This is a re-brand and it's going to need more than a website with preachy videos and a CEO offering to be available for e-mails.

You need to be relevant - make your brand mean something to teens. Let's start with messaging.. scrap "The A-Word" – it screams, "I'm out of touch".  Teens like to test their mortality (Gen Y is all over the X Games, but they're not watching the Olympics), so any preaching that fits the "scared straight" approach is completely lost on them. But, they are responsive to the concept of consequences - they get that little decisions can have big ramifications.  So, how does Planned Parenthood tap into this teen sense of social responsibility? Easily, if they are open to simple Reason:

1. "The Butterfly Effect" - think about it. Let it sink in. It plays on the concept of consequences. This should be your campaign theme... illustrate to teens via your messaging the importance of smart decisions. 
2. Stay Online - you're already on Facebook, so you're tapping the right channels. Post engaging content with the goal being to create a dialogue with young people - this is how you educate them.  Also, post videos from time to time… build on "The Butterfly Effect."  For instance… show a clip from Knocked Up with Seth Rogen and Katherine Heigl where a last-minute decision to discard a condom resulted in an unwanted pregnancy.  Then have one of these actors talking about teen sex.
3. PSA with a Twist - Planned Parenthood already has a solid network of celebs as spokespeople, but for teens, you need to take it to the next level.  Sure, you should still have your share of PSAs - that's your bread and butter - so go with that. What if you offer teens chance to script their own PSA with their favorite celeb...  the winner gets to meet that celeb on set and "co-direct" the filming. Great content for your site, too.

Brand: Heaven or Hell

Recently just finished up a brand audit for a client. Now is the exciting time...  capturing the essence of their brand in a presentation for the board of directors. We have all the information we need, problem is we were getting lost in a barrage of bullet points.  Then I came across the picture below and it succinctly illustrated one of my points about building brand equity.  Thank you David Armano for the assist.  The client will appreciate this picture much more than my previous page of bullet points.

For fun, weigh in with your comments on where you think the Clinton brand is heading.