MTDM-14 District Event 2

1

CAREER CLUSTER Marketing INSTRUCTIONAL AREA Promotion

MARKETING COMMUNICATIONS TEAM DECISION MAKING EVENT

PARTICIPANT INSTRUCTIONS

• The event will be presented to you through your reading of the General Performance

Indicators, Specific Performance Indicators and Case Study Situation. You will have up to 30 minutes to review this information and prepare your presentation. You may make notes to use during your presentation.

• You will have up to 10 minutes to make your presentation to the judge (you may have more than one judge), followed by up to 5 minutes to answer the judge’s questions. All members of the team must participate in the presentation, as well as answer the questions.

• Turn in all of your notes and event materials when you have completed the event. GENERAL PERFORMANCE INDICATORS • Communications skills—the ability to exchange information and ideas with others through

writing, speaking, reading or listening • Analytical skills—the ability to derive facts from data, findings from facts, conclusions from

findings and recommendations from conclusions • Production skills—the ability to take a concept from an idea and make it real • Teamwork—the ability to be an effective member of a productive group • Priorities/time management—the ability to determine priorities and manage time commitments • Economic competencies SPECIFIC PERFORMANCE INDICATORS • Explain the role of promotion as a marketing function • Explain the nature of a promotional plan • Describe factors used by marketers to position products/services • Identify types of public-relations activities • Discuss internal and external audiences for public-relations activities • Explain communications channels used in public-relations activities • Create a public-service announcement

MTDM-14 District Event 2

2

CASE STUDY SITUATION You are to assume the role of Public Relations Managers of Diamond Car Insurance. The owner (judge) of Diamond Car Insurance has asked you to design a communications plan to combat the negative publicity facing the company and the owner. Recently the owner was in a minor traffic accident due to texting while driving. While no one was hurt, there has been considerable bad publicity associated with the event. Not only was the accident covered by the local media, the owner and company has endured much criticism in social media venues since the accident three days prior. With the bad publicity regarding the event, several of your customers have called and either cancelled or threatened to cancel their car insurance policies. This type of negative publicity to Diamond Car Insurance could ultimately dissolve the business. As the public relations team you need to devise a plan that includes:

• Create a public relations promotional campaign specific to Diamond Car Insurance • Describe several ways in which the campaign for Diamond Car Insurance can be

communicated to the customers • Describe public relations activities the company can use • Describe ways in which the campaign can be communicated within the business • Create a concept for a public-service announcement

You and your partner will present the communications plan to the owner (judge) in a meeting to take place in the owner’s (judge’s) office. The owner (judge) will begin the meeting by greeting the student team and asking to hear the marketing communications plan. After you and your partner have presented and have answered the owner’s (judge’s) questions, the owner (judge) will conclude the meeting by thanking you for your work.

MTDM-14 District Event 2

3

JUDGE’S INSTRUCTIONS You are to assume the role of Public Relations Managers of Diamond Car Insurance. The owner (judge) of Diamond Car Insurance has asked you to design a communications plan to combat the negative publicity facing the company and the owner. Recently the owner was in a minor traffic accident due to texting while driving. While no one was hurt, there has been considerable bad publicity associated with the event. Not only was the accident covered by the local media, the owner and company has endured much criticism in social media venues since the accident three days prior. With the bad publicity regarding the event, several of your customers have called and either cancelled or threatened to cancel their car insurance policies. This type of negative publicity to Diamond Car Insurance could ultimately dissolve the business. As the public relations team you need to devise a plan that includes:

• Create a public relations promotional campaign specific to Diamond Car Insurance • Describe several ways in which the campaign for Diamond Car Insurance can be

communicated to the customers • Describe public relations activities the company can use • Describe ways in which the campaign can be communicated within the business • Create a concept for a public-service announcement

The public relations managers (participants) will present the public relations plan to you in a meeting to take place in your office. You will begin the meeting by greeting the student team and asking to hear the marketing communications plan. After the Public Relations Managers (student team) have presented their plan, you are to ask the following questions of each participant team: 1. How do we handle the continued negative publicity on social media? 2. How do we gauge the return on investment with this marketing communications plan? 3. What is the back-up plan if this does not work? Once the Public Relations Managers (student team) have answered your questions, you will conclude the meeting by thanking them for their work. You are not to make any comments after the event is over except to thank the participants.

MTDM-14 District Event 2

4

JUDGING THE PRESENTATION Team members, assuming the role of a management team for the business represented, will analyze a case situation related to the chosen occupational area. The team will make decisions regarding the situation, and then make an oral presentation to the judge. The role of the judge is that of an executive for the business. Participants will be evaluated according to the Evaluation Form. Please place the name and identification number label on the Scantron sheet (unless it has already been done for you). Participants will have a 30-minute preparation period and may make notes to use during the role-play. During the first 10 minutes of the presentation (after introductions), the team will present their analysis, their decisions and the rationale behind the decisions. Allow the teams to complete this portion without interruption, unless you are asked to respond. During the next 5 minutes, you may ask questions of the team to determine their understanding of the situation presented. Each member of each team should respond to at least one question. To ensure fairness, you must ask each team the same questions. After asking the standard questions, you may ask other questions for clarification specific to the current team. After the questioning period, please thank the team and state that they will be notified of your decision soon. Then complete the Evaluation Form, making sure to record a score for all categories. The maximum score for the evaluation is 100 points. The presentation will be weighted at twice (2 times) the value of the exam scores. A maximum score of “Exceeds Expectations” in any category means that, in your opinion, the information is presented effectively and creatively; nothing more could be expected of an employee. A “Meets Expectations” rating means that the information is present well. Though there may be a few minor problems or omissions, they are not significant. Creativity, however, is not shown to any great degree. A combined total score of 70 or better on the written and presentation sections will earn the participant team DECA’s Certificate of Excellence at the international conference. A “Below Expectations” score means that the information presented does not meet minimum standards of acceptability. A “Little/No Value” score means either that some major flaw has been noted that damages the effectiveness of the presentation (this may be a major omission, a serious misstatement or any other major flaw) or that the information presented is of no value (does not help the presentation at all). We hope you are impressed by the quality of the work of these potential managers. If you have any suggestions for improving the event, please mention them to your series director. We thank you for your help.

MTDM-14 District Event 2

5

MARKETING COMMUNICATIONS TEAM DECISION MAKING, 2014 JUDGE’S EVALUATION FORM DISTRICT EVENT INSTRUCTIONAL AREA: Promotion

Participant: _____________________________ Participant: _____________________________ I.D. Number: ____________________________

Did the participant: Little/No

Value Below

Expectations Meets

Expectations Exceeds

Expectations Judged Score

PERFORMANCE INDICATORS

1. Explain the role of promotion as a marketing function 0-1-2-3 4-5-6 7-8 9-10

2. Explain the nature of a promotional plan 0-1-2-3 4-5-6 7-8 9-10

3. Describe factors used by marketers to position products and services 0-1-2-3 4-5-6 7-8 9-10

4. Identify types of public relations activities 0-1-2-3 4-5-6 7-8 9-10

5. Discuss internal and external audiences for public relations activities 0-1-2-3 4-5-6 7-8 9-10

6. Explain communications channels used in public relations activities 0-1-2-3 4-5-6 7-8 9-10

7. Create a public-service announcement 0-1-2-3 4-5-6 7-8 9-10

21st CENTURY SKILLS

8. Reason effectively and use systems thinking? 0-1 2-3 4 5-6

9. Make judgments and decisions, and solve problems? 0-1 2-3 4 5-6

10. Communicate clearly and show evidence of collaboration? 0-1 2-3 4 5-6

11. Show evidence of creativity? 0-1 2-3 4 5-6

12. Overall impression and responses to the judge’s questions 0-1 2-3 4 5-6

TOTAL SCORE

STEPS TO SUCCESS

1. OBJECTIVES 2. ROLE OF PROMOTION 3. FACTORS USED TO POSITION

PRODUCTS/SERVICES 4. NATURE OF PROMOTIONAL PLAN 5. DISCUSS INTERNAL/EXTERNAL

AUDIENCES 6. CREATE A P.S.A 7. EFFECTIVE COMMUNICATION

CHANNELS 8. PUBLIC RELATIONS ACTIVITIES 9. MEASURING SUCCESS

CAR INSURANCE

OBJECTIVES:

Gain  customer  loyalty  

Create  effective  public  relations  activities  

Increase  communication  

channels  between  the  business  and  its'  customers  

CAR INSURANCE

ROLE OF PROMOTION

The  first  step  is  to  inform  the  customers  about  our  promotional  techniques  for  Diamond  Car  Insurance  

Second,  we  need  to  persuade  our  customers  to  remain  loyal  to  Diamond  Car  Insurance  throughout  this  difficult  time  

Last,  we  need  to  remind  them  that  Diamond’s  is  here  to  stay  in  the  market  through  social  media,  personal  phone  calls,  etc.  

CAR INSURANCE

FACTORS USED TO POSITION PRODUCTS/SERVICES

How can we create a more loyal image for our customers?

LOYAL  IMAGE  

Consistency  throughout  advertising  

Positive  customer  service  

experience  

Sympathy  and  apologetic  mindsets  of  employees  

Remember  our  key  audience  

CAR INSURANCE

NATURE OF PROMOTIONAL PLAN ROAD MAD TO SUCCESS

START:  CREATE  TWITTER  PAGE  

TWO  DAYS:  PUBLIC  APOLOGY    OVER  TWITTER  

ONE  WEEK:  ANNOUNCE  THE  DATE  OF  THE  P.S.A.    

TWO  WEEKS:  BROADCAST    THE  P.S.A  THROUGH  TELEVISION  

THREE  WEEKS:  UPLOAD  P.S.A.  TO  COMPANY  WEBSITE,  TWITTER  PAGE,  AND  YOUTUBE  

ONE  MONTH:  HAVE  OWNER  SPEAK  AT  LOCAL  HIGH  SCHOOLS  

TWO  MONTHS:  OFFER  EXISTING  CUSTOMERS  A  5%  DISCOUNT  FOR  THEIR  LOYALTY  

THREE  MONTHS:  MEASURE  THE  SUCCESS  OF  OUR  CAMPAIGN  THROUGH  CUSTOMER  SURVEYS  

ONE  MONTH:  LAUNCH  THE  “POWER  OFF”  SOCIAL  MEDIA  CAMPAIGN  

CAR INSURANCE

DISCUSS INTERNAL AND EXTERNAL AUDIENCES

•  •  •  

     

• Salesmen    

• Managers    

• CEO/Owner    

• Accountants    

• Executives  

INTERNAL AUDIENCE   EXTERNAL AUDIENCE  

   

• Customers    

• Male  and  Females,  ages  24-­‐45    

• Automobile  owners    

• Cares  about  their  car    

• Either  married  or  single  

 

•  

 

CAR INSURANCE

CREATE A PUBLIC SERVICE ANNOUNCEMENT  

 

Owner  sitting  infront  of  the  camera  

Owner  apologizes  for  his  mistake  

Have  the  owner  talk  about  the  dangers  of  texting  and  driving  

Fade  to  black,  display  our  social  media  information  and  website  

I  am  very  sorry  for  my  actions  on  behalf  of  myself,  and  the  company…  

75%  of  teenagers  text  while  driving  

@Diamondcarinsurance  

Diamondcarinsurance.com  

POWER  OFF.  STOP  TEXTING  WHILE  DRIVING.  

CAR INSURANCE

 EFFECTIVE COMMUNICATION CHANNELS    

Diamond  Car  Insurance  

Vine  

Twitter  

Personal  

Television  

Mobile  

Introduce  6-­‐  second  videos,  launching  a  new  one  once  a  day  for  a  week,  which  show  how  drivers  can  eliminate  using  their  phones  while  driving.  Example:  powering  off  the  phone  

Connect  with  and  talk  with  our  customers  over  our  Twitter  handle  Have  the  

owner  visit  local  high  schools,  advocating  against  texting  while  driving  

Broadcast  the  P.S.A  on  national  television  for  maximum  exposure  

Create  a  mobile-­‐friendly  website  for  easy  access  for  customers  

CAR INSURANCE

PUBLIC RELATIONS ACTIVITIES

• Owner  speak  at  local  high  schools  

• Teach  teenagers  about  the  dangers  of  texting  and  driving  

• Lets  the  owner  own  up  for  his  mistakes  

• Be  able  to  help  a  younger  generation  

• Partner  with  Oprah  Winfrey’s  campaign:  NO  PHONE  ZONE  

• Becoming  the  sponsor  will  create  positive  publicity  for  the  company  

• Diamond  Car  Insurance  will  be  associated  with  a  positive  campaign  

CAR INSURANCE

MEASURING SUCCESS  

• Screenshots  of  Tweets  between  Diamond  Car  Insurance  and  their  customers  

• Record  the  P.S.A.  on  television  • Record  the  Vines  on  Twitter  • Video  tape  the  owner  speaking  at  High  Schools  • Gather  this  in  a  portfolio  

INCREASE  COMMUNICATION  

CHANNELS  

• Survey  students  of  schools  visited  to  gage  reactions  

• Track  how  many  people  are  involved  with  the  Oprah  No  Phone  Zone  Campaign  

Create  effective  public  relations  

activities  

• Have  customer  service  surveys  for  customers  to  answer  

• File  away  sales  records  for  the  promotional  period  and  analyze  the  data  

Gain  customer  loyalty  

CAR INSURANCE