Integrated communications takes the fun of advertising and the business of marketing, and brings them together to deliver a consistent message across all platforms. According to Beehive Strategic Communications, integrated communications is meant to support business objectives and create brand loyalty and trust. It is the art of creating an advertising campaign that generates interest in a brand, encourages customers to discuss the brand online and with people they interact with, and brings in new customers to drive more sales. To be truly integrated the campaigns should cover many bases, including television, youtube advertisements, and social media. The aim of integrated communications is to ensure consumers see the same message no matter how they interact with the company's brand. 

Coca-Cola practically perfected this with their ‘Share a Coke’ campaign. The ‘Share a Coke’ was a monumental campaign launched in 2011 that was crafted to encourage consumers to reconnect with the brand. The promotion was based around Coca-Cola releasing new bottles, however their logo was replaced by something more enticing for consumers. 

Discussing key elements of the campaign, Orchard explained, “Coca-Cola used personalized packaging where they replaced the iconic logo with a wide range of popular names, nicknames, and terms, effectively personalizing the product.” Through the "Share a Coke" campaign, the brand's emotional appeal was effectively reinforced, strengthening the bond between consumers and the brand. As a result, Coca-cola experienced increased sales and brand loyalty, thus solidifying their reputation among long term and new consumers.  

The campaign was accompanied by commercials on TV, YouTube and social media ensuring it would reach as many people, across as many platforms, as possible. In addition, during events they hosted and at select in store locations, Coca-Cola gave consumers the option to make custom bottles on the spot. The choice to make a bottle with your loved ones name made this campaign personal to each consumer, and the perfect example of an integrated campaign.

​​Beehive. (2024, January 31). Why Integrated Communication is the future of business. https://beehivepr.biz/integrated communication/#:~:text=Integrated%20communication%20enables%20organizations%20to,build%20brand%20trust%20and%20loyalty. 

Our top 3 examples of Integrated Marketing Communications. Orchard. (2023, November 6). https://thinkorchard.com/news/examples-of-integrated-marketing communications/#:~:text=Coca%2DCola%27s%20%27Share%20a%20Coke%27%20Campaign%20was%20a%20highly,80%20countries%20worldwide%20in%202011. 

FOR IMMEDIATE RELEASE

Contact: Sophie Eizen
Director of Public Relations
Wolverine World Wide
Phone: (616) 555-1234
Email: Sophieeizen@wolverineworldwide.com

WOLVERINE WORLD WIDE EXPANDS INTO PET MARKET WITH NEW DOG BOOTIE LINE
New "PawTek" Booties Offer Protection and Comfort for Dogs Everywhere

Rockford, MI — September 26, 2024 — Wolverine World Wide, a global leader in footwear innovation, is proud to announce the launch of its newest product line, PawTek Booties for Dogs. This marks the company’s first venture into the pet market, applying decades of expertise in performance footwear to create durable, comfortable, and protective booties for man’s best friend.

Developed with the same high standards used in Wolverine’s human footwear lines, the PawTek booties are designed to protect dogs’ paws from extreme heat, rough terrain, and cold surfaces, while ensuring a snug, non-slip fit. These booties are made from a specially engineered fabric that remains securely in place, giving pet owners peace of mind and their dogs freedom to roam comfortably in any environment.

"Wolverine has always been at the forefront of innovation in performance footwear, and we saw a significant opportunity in the pet market for a product that provides the same level of quality and durability for dogs," said Mark Ellis, Chief Marketing Officer at Wolverine World Wide. "Pet owners want the best for their furry friends, and our new PawTek line offers a solution that keeps dogs safe and comfortable in any condition, whether it’s a hot summer sidewalk or a rugged hiking trail."

The PawTek booties are available in four sizes to accommodate all dog breeds, with pricing starting at $29.99 for a set of four. They will be sold online at Wolverine’s official website and select retailers nationwide beginning October 15, 2024.

About Wolverine World Wide

Founded in 1883 and headquartered in Rockford, Michigan, Wolverine World Wide is a global leader in the design, manufacture, and marketing of branded footwear, apparel, and accessories. With a portfolio that includes top brands such as Merrell, Saucony, and Hush Puppies, Wolverine is committed to delivering innovative, durable, and comfortable products. Now, with the launch of its PawTek line, Wolverine is bringing its rich history of quality and performance to the pet care industry. For more information, visit www.wolverineworldwide.com.

Introduction

Olipop is a healthy alternative to traditional sodas, supporting gut health through a delicious, prebiotic soda. It is as fizzy and delicious as traditional sodas such as coca-cola or spirit, without all the negative effects and empty calories. Launched in 2017, the brand quickly gained traction, raising over $50 million in funding and expanding to over 30,000 retail stores, Olipop's genuine influencer marketing on TikTok and commitment to satisfying customer demand for healthier beverage options are the key factors contributing to its success.

Analysis

Olipop’s main avenue for advertising is working with influencers who are already using their product, this authenticity encourages consumers to trust the brand and product. Many influencers will post on Tik Tok or Instagram about their “day in the life”, “what I eat in a day” or ASMR fridge restocks. The goal is to maximize views and engagement rather than based on last-click sales. If creators seamlessly feature the prebiotic soda in their videos, it promotes the product to the consumer without an obvious script or shoving the advertisement in their faces. Olipop isn't looking to use paid advertising or boosted posts, instead focusing on working with influencers and affiliates who use the product, based on the assumption that the influencers audience fits in with the brands target audience. The switch to influencer marketing happened after noticing that paid ads were taking up a larger budget without results to match it. It seems Olipop’s main creative strategy is promoting the health benefits, their mission, and the deliciousness, and from there allowing the drink to speak for itself.

Conclusion

Since partnering with 30-40 creators a month who feature Olipop soda in their regular content, the #OlipopPartner hashtag has amassed over 1.3 Billion views across platforms, especially Tik Tok. Olipops campaign was created with education and entertainment in mind, not massive sales push. The intention is to establish trust and affinity with consumers. The metrics measured included organic search volume, which indicated a significant increase in interest and engagement. Olipop saw a notable rise in organic search traffic, surging from 20,000 to over 150,000 searches per month.

Discussion Questions

1. Do you think Olipop's influencer marketing strategy was successful at building trust and engagement with consumers compared to traditional ads?
2. What risks might Olipop face by focusing mainly on influencer marketing instead of traditional advertising?

3. How could Olipop use its increased organic search traffic to improve its marketing or products going forward?

Sources

https://www.thedigitalchapter.com/p/olipop-influencer-marketing-strategy https://drinkolipop.com/pages/our-story https://www.forbes.com/sites/kaleighmoore/2024/04/16/an-inside-look-at-olipops-dream-job-con test--the-creators-who-won/ption text goes here

Scenario 1

“Gerald R Ford International Airport (GRR) is Connecting with Major Cities the New York Way.”
GRR has announced that JetBlue Airlines will begin regular flights to major cities in January 2026, beginning with New York and then expanding to Chicago and Atlanta. This necessary addition comes after locals complained about the lack of flight options offered. Passengers were forced to drive to Romulus, Michigan, to take flights out of Detroit Metro Airport (DTW), adding an almost three-hour drive to their travel plans.

Interviewing airport director Bud Koslowski about the new flights, he stated, “Many fliers have been complaining that there were not enough airline options with more affordable flights in the area.” He went on to say that GGR could accommodate the need and worked hard to make it happen.

Scenario 2

“From Bar to Bank, Huntington Bank of West Michigan is set to Build a New Branch in West Side of Grand Rapids.”
Construction on the new branch, located at the corner of Bridge and Valley Street, will begin this spring and will open in the fall. This new branch will be Huntington’s 27th location in West Michigan and the only bank in the predominantly Hispanic neighborhood.

Interviewing John Mayer, who will be the manager for the new branch, he said, “The site (formerly Lou’s Bar) has been vacant nearly four years; it was time to utilize the space for a much-needed addition to this wonderful neighborhood.” The locals have expressed the need for this branch for many years. The closest branch is 2.7 miles away. This new branch will be a positive change in the community.

Scenario 3

“Grand Rapids Art Museums New Exhibit is Western Art from Native American Artists.”

The new exhibit, set to begin in October, will feature 10 Native American artists, with a Western art theme to set the tone. The most famous of the ten artists is Longfeather Nelson, known for his mesquite wood sculptures.

Museum Director Anne Cunningham said, “This exhibit is the first in the museum to focus entirely on Native American art. Area residents interested in art should be interested in this unique exhibit regarding who the arts are, their subject matter, and the Western genre.” She

pointed out that there is a large Native American population in West Michigan, and Western art from Native American artists will be a learning opportunity for locals and a beautiful exhibit everyone should take the chance to see.

In Class Pitch Letter Assignment

*Fake Scenario*

To: Melody Vander Weide, Grand Rapids Kids
From: Sophie Eizen, Grand Rapids Art Museum
Subject: Exciting Collaboration: Local Artists and Kids at GRAM

Dear Melody,

I hope this message finds you well! I’m thrilled to share an upcoming event at the Grand Rapids Art Museum (GRAM) that I believe will captivate the readers of Grand Rapids Kids.

On November 10th, 2024, GRAM will host a unique exhibit showcasing 20 art pieces created by local elementary school students in collaboration with talented local artists. This initiative not only celebrates the creativity of our youth but also emphasizes the vital role of arts education in our community. Selected children, nominated by their art teachers, will present their artwork alongside their collaborating artists and educators, providing a wonderful opportunity to highlight both artistic expression and the importance of fostering creativity in young minds.

We would love to offer you the chance to interview the young artists and their mentors before the event, giving your audience an inspiring behind-the-scenes look at this collaboration. The event is ticketed, with proceeds benefiting GRAM’s Art Outreach program and local K-12 art initiatives.

I believe this event aligns perfectly with the interests of your audience, and I would be delighted to discuss it further. I’ll follow up in a few days to see if you’re interested or have any questions.

Thank you for considering this opportunity!

Best regards,
Sophie Eizen, Grand Rapids Art Museum Communications Specialist

Grand Rapids Art Museum (616) 831-1000 sophieeizen@artmuseumgr.org

FOR IMMEDIATE RELEASE
Contact: Sarah Thompson, Public Relations Manager

(616) 555-0199, sarah.thompson@johnballzoo.org

*Insert Logo*

Exciting New Program at John Ball Zoo: Become a Zookeeper for a Day!

Grand Rapids, MI. October 24, 2024 – Have you ever dreamed of working with majestic lions, playful otters, or colorful parrots? This dream is now a reality at the John Ball Zoo, where the newly launched "Zookeeper for a Day" program invites community members to step into the shoes of a zookeeper and experience a day filled with adventure, education, and unforgettable animal encounters.

Nestled in the heart of Grand Rapids, the John Ball Zoo has long been a cherished destination for families and wildlife enthusiasts. However, in recent years, attendance has dwindled, prompting the zoo's dedicated director, Lisa Martinez, and passionate zookeeper, Jake Reynolds, to brainstorm innovative ways to reconnect the community with the wonders of wildlife. The result? A hands-on program that allows participants to immerse themselves in the daily life of a zookeeper.

“Zookeeping is not just a job; it’s a calling,” says Martinez, her eyes sparkling with enthusiasm. “We want to share that passion with our community. By offering this unique experience, we hope to inspire a new generation of animal lovers and advocates for conservation.”

Participants in the "Zookeeper for a Day" program will spend an entire day alongside experienced zookeepers, engaging in various tasks that include preparing animal diets, cleaning habitats, and even assisting with animal enrichment activities. Each session will be tailored to ensure safety while allowing participants to get up close and personal with the zoo's diverse inhabitants.

“I can’t wait to show people what it’s really like behind the scenes,” says Reynolds, who has dedicated over a decade to caring for the zoo's animals. “It’s hard work, but it’s incredibly rewarding. I want everyone to feel the joy of interacting with these amazing creatures.”

The program is designed for individuals aged 12 and up, making it a perfect opportunity for families to bond over a shared love of animals. Each participant will receive a personalized zookeeper badge and a complimentary zoo membership, allowing them to return and share their newfound knowledge and experiences with friends and family.

As the sun rises over the lush greenery of the zoo, the excitement is palpable. The "Zookeeper for a Day" program is set to launch on November 1, 2023, with limited spots available for each session. Interested participants are encouraged to apply early to secure their chance to explore the wild side of zookeeping.

To apply or learn more about the program, visit www.johnballzoo.org/zookeeper-for-a-day or contact the zoo’s education department at (616) 555-0199.

Join us in celebrating the beauty of wildlife and the important role zoos play in conservation efforts. Together, we can make a difference, one zookeeper at a time.

About John Ball Zoo:

John Ball Zoo is a non-profit organization dedicated to wildlife conservation and education. Established in 1891, the zoo is home to over 200 animals representing more than 60 species. The zoo aims to inspire visitors to appreciate and protect the natural world through engaging exhibits and educational programs. For more information, visit www.johnballzoo.org.

Follow us on social media:

Facebook: @JohnBallZoo Instagram: @JohnBallZoo Twitter: @JohnBallZoo

– end –

FOR IMMEDIATE RELEASE

Subject Line: Audio News Release For Wolverine World Wide

Narrator: In today's news, Wolverine World Wide, a global leader in footwear innovation, has officially announced its expansion into the pet market with the launch of PawTek Booties for Dogs. This marks the company's first foray into pet products, applying decades of expertise in creating high-performance footwear to design durable and comfortable dog booties.

Narrator: These new PawTek booties protect dogs' paws against extreme heat, cold surfaces, and rough terrain, ensuring a snug, non-slip fit. Developed using the same high standards as Wolverine’s human footwear, they are made from specially engineered fabric that stays securely in place, allowing dogs to move freely and comfortably in any environment.

Narrator: Mark Ellis, Chief Marketing Officer at Wolverine Worldwide, shared the company's excitement about this new venture.

Mark Ellis: "Pet owners want the best for their furry companions, and our new PawTek line delivers. Whether it's a hot summer day or a rugged hiking trail, these booties ensure dogs remain safe and comfortable in any condition."

Mark Ellis: The PawTek booties will be available in four sizes, catering to all dog breeds, and will retail at $29.99 for a set of four. They’ll be sold online at Wolverine's website and through select retailers across the U.S., with sales starting on October 15th, 2024.

Narrator: For more details, visit wolverineworldwide.com.

Narrator: This has been your Wolverine World Wide update. Stay tuned for more.