Key Messaging Strategy for Johns Hopkins Museum
For this discussion board activity, you have the choice of two clients. Review the client case descriptions below. Choose one of the clients, and then propose "key messaging" for that client based on what you learned in this lesson week and the details of the case description.
In your initial post, be sure to explain what campaign objective the key messages will accomplish, what audience the message(s) target, and how your messaging is strategic. For full credit, reference the lesson week's materials in your post.
Be creative! And feel free to add any context or details you would like to each case in order to make it work for your example.
CASE 1: The Johns Hopkins Museums (https://museums(dot)jhu(dot)edu/index.php)
Did you know that JHU is home to multiple incredible museums? Many people, in fact, most people, do not know that these wonderful places are part of the JHU community and open to the public. The JHU museums are in crisis. Coronavirus impacted their already low visitor numbers. They need to plan now for a new campaign to attract visitors now that they locations have re-opened.
The museums would like a messaging approach that works for all of the museums, and emphasizes the connection between the museums and the award winning university. Past marketing research shows that people living within 75 miles are the most likely to visit the museums, but they are open to another type of key messaging campaign - what do you recommend?
ASE 2:Starbucks PURPLE Dragon Drink (https://www(dot)starbucks(dot)com/menu/product/2122756/iced)
Starbucks has added another drink to its cold menu - the "Dragon Drink" - and it has a secret new drink noone else in the world knows about - a PURPLE dragon drink it plans to release on the first day of summer at locations all around the world. Starbucks believes that young adults are the target market (ages 15-22) for this drink - the purple has a "hint of lavender' in its flavor.
What do you recommend as the key messaging for this campaign?
For your response posts this week:
I will be expecting you really engage your critical thinking skills this lesson week! As a campaign reviewer, here are your tasks:
1) Be sure to review a campaign that has no reviewers, before moving on to review a campaign that already has comments.
2) Use your "critical thinking eye." Consider how well the campaign meets the criteria established in this week's lesson readings. For example, does the key message effectively convey value? will it reach the target audience? did your classmate describe who the audience is? Your goal is not to be negative, but to display that you have mastered the ideas around a key message campaign through the way you analyze the ideas proposed.
3) Pretend that you have $US 2 million dollars to spend on a campaign - based on the examples you read this week - whose campaign will invest in? let your classmate know if you think their campaign deserves your investment.
4) Do you have questions that need answered before you can make a good investment decision? Be sure to ask those questions!
Reading,
1. Wetherhead (2011): Key Message Development: Building a Foundation for Effective Communications.(http://prsay(dot)prsa(dot)org/2011/12/02/key-message-development-building-a-foundation-for-effective-communications/)
2. James (2011). Ready, aim, fire: Key messages in public relations campaigns. Prism 8 (1), 1-18. (This .pdf is attached)
3. Review a sample "Message Map" for an internal communications campaign to eliminate workplace smoking (attached).
4. Review: Case study: Creative Co's Rebrand for "Job Growers Intl."
(https://www(dot)creativeco(dot)com/portfolio/b2b/marketing-strategy-rename-rebrand)
5. Read Designing Brand Identity, "Names" - through "Characters" (pgs. 22-65). This section of the text is a really interesting reflection on the ways that companies and organizations choose terms and icons to represent their brands.
6. Review the "Best Practices" case examples for Southwest Airlines (p. 298) and Starbucks (p. 302) in Designing Brand Identity. How well do these companies represent the ideas you've read about for this lesson week?
Key Messaging for Johns Hopkins Museum: Case Study
Student Name
University
Course
Instructor Name
Due Date
Key Messaging for Johns Hopkins Museum: Case Study
Johns Hopkins University is home to multiple incredible museums, including Homewood and Evergreen Museum and Library (JHU, n.d.). However, most people do not know that these establishments are part of the Johns Hopkins community and open to the public. Following the pandemic, visits to the museums have hit a record low. Before the pandemic, visitations were relatively low, putting the museums in crisis. Thus, there is a need for a marketing campaign that has an elaborate and effective messaging strategy to increase awareness and attract more visitors.
Objective(s) and Target Audience
There are two critical objectives for the new messaging strategy.
Create awareness and attract more people to the museums. The objective is important because it brings foot traffic essential in raising funds to run, maintain, and expand the museums.
Emphasize the connection between the museums and the award-winning university. The objective is important because it brings the whole Johns Hopkins brand, including the university and the hospital.
Realizing these objectives is only feasible if the messaging strategy is targeted to the right audience. In this case, the audience can be divided into three categories: medical students (and institutions), people living within 75 miles radius, and the larger public. Medical students and institutions or organizations are targeted because the museums tell history on medicine. People within 75 miles are targeted because, historically, most visitors come from within this region. The larger public is targeted to inform those who did not know about the museums so that foot traffic can increase.
Key Messaging
Key messages are the main points of information that the audience should hear, understand, and remember (James, 2011). They provide the takeaway headline of the issue that needs to be communicated. According to Weatherhead (2011), key messages are vital because they provide a foundation for marketing and branding efforts. Thus, it should reflect in all verbal and written communications. The key messages are explained as follows:
Revisit the history of medicine
Johns Hopkins was founded in 1876 and has been a center for innovation of medical procedures, processes, and equipment (Wright, Kravet, Christmas, Burkhart, & Durso, 2010). The museum collections consist of equipment phased out because of...
👀 Other Visitors are Viewing These APA Essay Samples:
-
What Facebook Needs to Decide and the Moral Problems it Faces
2 pages/≈550 words | 2 Sources | APA | Communications & Media | Case Study |
-
Memo Peer Review for an Organization
2 pages/≈550 words | No Sources | APA | Communications & Media | Case Study |
-
Analysis of Social Media Activism on Blacks
8 pages/≈2200 words | 6 Sources | APA | Communications & Media | Case Study |