Objective: To provide a public relations campaign and marketing strategy suitable for selling moisturiser to the Inuit Eskimo communities of Canada and the United States.
The basic background research relevant to this outline revolves around population, amenities, locations, language and currency, also the availability of media access and communications channels in the relevant areas.
Where we will show background research? Ideas?
We will be presenting an insight into Eskimo culture, the means in which we aim to market the moisturiser and the channels we will use. We will also outline potential difficulties with an insight into how they will be overcome and example of what we believe to be a suitable campaign targeted at the Eskimo communities. We will also present a country profile considering political, social and economical structures, the influence of environmental factors and how PR is practiced within the Eskimo culture particularly focusing on the communities of Alaska.
We will look into agenda setting both considering media and political agendas and how that may affect our campaigns. Importantly we will explore the religious values practiced by the Inuit Eskimos in particular the influence Animism has today on their culture. However, Eskimos largely practice Christian values instilled by missionaries through the eighteenth and nineteenth centuries. There is a consensus between our group that the Inuit Eskimos fall into a low context category with the majority of the population situated in Canada. Our emphasis will be on unambiguous communications and having a shorter product description.
Eskimos have recently become accustomed to using the internet meaning the use of social networking and internet based campaigns may be appropriate. The majority of Inuit children attend school suggesting most have a good standard of literacy. All Eskimos speak different dialects, either one of two languages, Inupik and Yupik.
We will conclude with an appropriate complete marketing campaign to which we believe will be successful in selling moisturiser to Inuit Eskimos. Taking into full consideration the factors that will affect the campaign and the way in which it will come across in their community.
Becky Ricks: www.rebeccaricks.faljournalism.com Becky will be doing the profile of the target demographic, researching everything from the Eskimo’s locations, religions, language, lifestyle, education, living conditions and hobbies. This acts as the building block for the rest of the research. The more we know about the target demographic the better we can aim the product toward them. Knowing how many Eskimos speak their dialect as their first language is important for the campaign because playing on the people’s language and values will be our unique selling point.
Fiona Davies: www.eskimomoisturiser.blogspot.com Fiona will be researching the media channels available in the areas the Eskimos live. Mostly researching media and advertising in Alaska. She will also be looking into current and past campaigns aimed at the Inuit community in Alaska promoting the same ethical values as our all-natural moisturiser. This will include looking into radio stations, tv and newspapers and researching which are the most popular, as well as other forms of advertising popular in the country and state. Fiona will look into the way advertising and promotion is dealt with in terms of language changes too.
Hannah Kirby: www.hannahkirby.faljournalism.com Hannah will also be researching the media channels available in the areas the Eskimos live, but mostly researching media and advertising in Greenland. Carrying out identical areas of research to what Fiona is looking at with Alaska, the idea is to build up a correlation of media channels and trends between the two regions. This is so the advertising for the product doesn’t need to be adapted to the individual locations too much. Obviously there may be difficulties with trying to open the campaign to two separate countries.
Sarah Kenny: www.theskyaboveusshootstokill.tumblr.com Sarah will be looking at branding for the product. This will entail researching other similar products with similar values and campaigns using this as a guideline for our own moisturiser. She’ll also look at ingredients, packaging, brand values.
Millie Delacoe: www.prandinterculturalcoms.blogspot.com Millie will be researching campaign costs, budgeting and finance. Her aim is to find similar campaigns and weigh up the costs for our own. She will researching funding sources, such as promotions through other areas of sale and work out a budget for the whole campaign, based on the cost of media in the selected countries. She will also work out the price of the product itself based on the knowledge of Eskimo incomes and expenditures.
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