CAMPAIGNS: Corporate Image

Recognition for scholarships

Recognition for scholarships

Recognition for scholarships

Client: McDonald’s New York Tri-State Owners and Operators (Little

Falls, NJ)

Campaign:The MWW Group (East Rutherford, NJ)

Time Frame: Arching Into Education Scholarship Program

Budget: About dollars 60,000

After several years of donating cash for scholarships, the 200 owners

and operators of McDonald’s restaurants in the New York tri-state area

had little to show for it. The owners provide more than dollars 300,000

annually to students but consumers, educators and the media generally

believed the money was coming from the McDonald’s Corp., not the


’The tri-state McDonald’s owners and operators received very little

recognition for their effort,’ said Michael Kempner, president and CEO

of The MWW Group, the firm brought in to promote the scholarship



By speaking to local educators and conducting Internet research, MWW

learned that most local businesses, including McDonald’s competitors,

were not offering scholarships to area students. MWW set out to make it

clear that the McDonald’s owners were taking the lead in promoting


Ultimately, Kempner said, their intention is to ’own’ education in the

tri-state area, which includes New York, northern New Jersey and

southern Connecticut.

Since the McDonald’s owners were offering the scholarship money through

several programs with different target populations and deadlines, MWW

persuaded them to bring together all the scholarships under one umbrella

- the Arching Into Education Scholarship Program.


A six-week application drive was scheduled to launch on February 15 this

year. MWW started planning the program the previous December. The agency

developed a logo and made in-store materials available to the 600

tri-state area McDonald’s restaurants. It distributed posters and

applications to the 532 tri-state area high schools. It provided further

information through a web site ( and an 800

number. ’There was an objective to make sure students in the area knew

about the program,’ Kempner explains.

To generate recognition for the restaurant owners’ support of education,

MWW targeted all tri-state television, radio and print media. The agency

produced a VNR that included an endorsement of the program from New York

University’s director of admissions. Restaurant owners and operators

appeared in the video.

MWW designed the program to reach each of the McDonald’s customer

segments, including those along ethnic lines. The agency contacted

African-American and Hispanic media outlets and distributed

Spanish-language program materials.

MWW also sought recognition on the political front, using its contacts

in local legislatures and Congress.


At the end of the application drive, 50% more students applied for

scholarship funds than in the previous year - 18,000 in 1999 compared to

12,000 in 1998.

MWW estimates its media campaign reached nearly 12 million consumers in

the New York tri-state area. Segments ran on several television and

radio stations, including WNBC-TV 4, WNYW-TV FOX 5 and WFAN-AM. The

Arching Into Education program was highlighted in Hispanic and

African-American print publications, including the Amsterdam News and

the New York Beacon. Additionally, four McDonald’s owners were profiled

in New Jersey and New York newspapers.

’The amount of press coverage was more than (the owners) ever had,’

Kempner says.

News about the program reached an estimated 6.5 million people on the

Internet, including nearly 9,000 who clicked onto the web site.

Information about the program was also available through various

search-engines and financial and high-school newspaper sites.

The New Jersey state legislature passed a resolution honoring the

efforts of the McDonald’s restaurant owners. In Washington, DC, Rep.

Steven R.

Rothman (D-NJ) recognized the owners in remarks placed in the

Congressional Record.


’This is the first year of what is meant to be a long-standing program,’

Kempner notes. In addition to expanding the program’s Internet presence,

the agency plans to increase its contacts with area guidance


In the coming year, other educational programs sponsored by the

tri-state McDonald’s owners and operators, including summer reading

programs and health and safety campaigns, will be brought under the

Arching Into Education banner. - John Scorza


New sunglasses get noticed

Client: Apollo Eye Gear (Needham, MA)

PR Team: Schneider & Associates (Boston)

Campaign: See Better, Play Better Day

Time Frame: August 1999

Budget: dollars 20,000 to dollars 25,000 (including props)

Who promotes sunglasses on a cloudy day? That was the question the folks

at Schneider & Associates braced themselves for when the day selected to

launch new client Apollo Eye Gear threatened to rain. But with careful

planning and the correct messaging, Schneider was able to turn an

overcast day into the ideal forum.

With Oakley, Revo, Ray Ban and Bolle already established within the

athletic sunglasses industry, Apollo was searching for a way to

distinguish itself.

The company, which was created in January 1999, developed a chemical

coating to filter out blue light on any color, shape and style of lens,

resulting in improved clarity and reduced eyestrain.


Apollo and Schneider came up with the idea of an entire day - a ’See

Better, Play Better’ day - dedicated to the importance of wearing eye

protection, the dangers of the sun and how sunglasses help athletes

perform better.

Through preliminary research with reporters at eyewear and sporting

goods publications, Schneider learned that Apollo’s competitors were

claiming that their products help athletes perform better ’but no one

was proving it - there was no scientific data,’ says Josh Gitelson,

Schneider & Associates account supervisor. Apollo hired an independent

laboratory, whose test showed that Apollo’s clarity was 141% higher than



The PR team decided to hold the event outside, in a heavily traveled

retail area in Boston - near Apollo’s corporate headquarters. The

company had the world’s largest pair of working sunglasses built for the


The glasses were eight feet high, 15 feet wide and 18 feet deep, and

doubled as a tradeshow booth and provided eye protection for people

standing behind them.

Schneider planned the day around the availability of Ken Griffey, Jr. of

the Seattle Mariners, an endorser and designer of the sunglasses. Local

and national ophthalmology organizations were invited to bring eye

doctors to answer questions.

But with the forecast calling for rain, Schneider had to formulate an

alternative plan. ’We had to make sure that our message reflected that

sunglasses are important in any condition,’ says Gitelson.

The day of the event, Schneider staff handed out flyers, T-shirts and

cups to people as they got off the subway near the event. A deejay drove

traffic by playing tunes such as ’Can’t Take My Eyes Off of You’ and

’Sunny Afternoon.’


It poured the morning of the event, then cleared off as the event was

scheduled to start. ’The less than ideal weather was a blessing,’ says

Gitelson. ’People couldn’t go to the beach, so they did back-to-school

shopping instead.’

The event drew between 1,500 and 2,000 attendees. Five out of six major

TV stations covered See Better, Play Better Day, including ABC, CBS, WB,

UPN, and FOX. The Boston Herald also ran a full-sized photo the next day

of the event. Schneider is still waiting to see the coverage that

appeared in monthlies.

’Our team of sales reps have heard about this event from customers who

suddenly know about Apollo,’ says Michael Burkette, VP of sales and

marketing for Apollo.


Schneider is continuing to pitch the larger Apollo story to trade and

vertical publications, and with the holidays approaching, is also

pursuing coverage in holiday gift guides. In 2000, it plans on holding

See Better, Play Better Days in other cities, where it will bring in

tennis and golf athletes.

As for the giant sunglasses, Schneider & Associates submitted them to

the Guinness Book of World Records, but it discovered there were no

entries for that category; the PR team awaits a final decision on

inclusion of sunglasses. - Rebecca Flass


Kinko’s launches ’ideas’ awards

Client: Kinko’s (Ventura, CA)

PR Team: Duffey Communications (Atlanta)

Campaign:’Express Yourself’ branding campaign

Time Frame: January to July 1999

Budget: dollars 75,000 (agency fees and collateral materials for


Seven months of customer research revealed that Kinko’s, customers

actually think of the retailer as a resource to express their ideas and

information rather than just a place to do some photocopying. Based on

this study, the company decided to reposition itself from one based on

offices and machines to one focused on its relationship with its

customers, emphasizing the benefits of its various services. The change

shaped up as the company’s ’most ambitious and comprehensive brand

strategy ever,’ a spokesperson says.


In planning the branding campaign, Kinko’s developed a dollars 40

million integrated marketing effort, including a new ad campaign, a new

web site, in-store merchandising and promotion and public relations

initiatives - all under the theme of ’Express Yourself.’ Fast-growing

businesses rely on clear communication, and ’Kinko’s is primed to become

a key player,’ says Ellen Turner, Kinko’s senior vice president of

marketing and sales. ’We have the people and tools to help our customers

visually communicate their ideas.’ The overall campaign, she says,

highlights how people communicate in ’difficult, challenging or

surprising situations.’


Following the January campaign launch, which included a series of

humorous TV spots, Kinko’s implemented the PR phase in March to generate

further awareness. At the focal point was a Kinko’s ’Express Yourself’

Awards program. Its objective was to recognize people who have dedicated

themselves through self-expression to ’enriching and inspiring’ others

to excel in four categories: sports, arts, media and education.

Posters and point-of-sale materials, with design elements consistent

with Kinko’s new brand position, were developed for all of the company’s

stores. Its web page also featured promotional announcements and enabled

contestants to file their entries online or at any of the company’s more

than 900 stores. Nominators, including third parties, were asked to tell

in 300 words how their nominee had enriched the lives of others through

self-expression in the selected category. Judging was based half on the

inspirational qualities of the message and half on the scope and quality

of the work in helping others.

Celebrity judges included Entertainment Tonight’s Mary Hart, Chicago

White Sox designated hitter Frank Thomas and University of South

Carolina basketball coach Lou Holtz. The winners were announced in

August. Kinko’s awarded dollars 10,000 in grants among the four winners

- including seven-year-old Bradford Smith of Santa Maria, CA (see left)

- to continue their work and honored them with an awards ceremony in

their hometowns.


Hundreds of entries were received, generating substantial publicity and

coverage by newspapers and TV in the winners’ hometowns of Little Rock,

AR; Melbourne, FL; Santa Maria, CA; and Cedar Rapids, MI.

Future A similar awards program has been incorporated in Kinko’s

’Partnership in Education’ program, which was reintroduced in September.

- Alvin M. Hattal.

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