PR professionals are wise to conduct an internal communications audit before doing any planning for the new year, writes Michael DesRochers, PoliteMail co-founder and managing partner. DesRochers outlines an easy three-step plan for conducting an audit and highlight key elements to be included in the final report.
Walgreens will begin offering a credit card and a prepaid debit card tied to its new loyalty program later this year in partnership with Mastercard and Synchrony, the retailer said Wednesday. The move is part of Walgreens' efforts to seek out new revenue streams in the face of changing consumer behaviors driven by the pandemic.
Apple, as part of its $100 million Racial Equity and Justice Initiative, will open an Apple Developer Academy in Detroit in conjunction with Michigan State University. Apple will also help launch Atlanta's Propel Center, a tech hub, in conjunction with four Historically Black Colleges and Universities; the center's courses will focus on technology, business and entertainment.
Business-to-business marketers should consider the opportunity to boost positive brand awareness and reputation through green, sustainable policies, Jack Bird writes. Bird recommends spotlighting green credentials via supplier scorecards and gaining accreditation from a green organization to bolster campaigns focused on sustainable efforts.
This infographic from Hero's Journey Content highlights key challenges cited by content managers, with the top barriers being getting quality content, a lack of strategy and proving return on investment. Content creation is the most time-consuming task, topped by long-form and white papers, with social media and thought-leadership content cited as the least time-consuming.
Major sports organizations rewrote their marketing playbooks amid the pandemic, upended schedules and shifted to digital consumer engagement, such as the WNBA's virtual draft with augmented reality activations. The NHL launched all-access programming and content across various platforms, while the WWE used a variety of technologies to turn Orlando's Amway Center into a virtual "Thunderdome."
Microsoft Advertising's head of multicultural and inclusive marketing, MJ DePalma, offers tips to improve inclusive advertising, which is tied to brand trust, loyalty and perceptions. Pointers include ensuring diversity of age, ethnicity, gender, language and ability; performing audits for diversity and accessibility; focusing on authenticity in image choices; and avoiding stereotypes and bias.
NRPR Group CEO Nicole Rodrigues talks about her heritage, feeling empowered by "difference" and how representation can benefit organizations. "I experienced the impact of having a role model who looked like me and decided that being a mentor and example for other people of my background would be an important part of my journey," Rodrigues writes.
Heineken-owned beer brand Tecate and Mirriad tapped artificial intelligence for brand integration in a recent Giovanny Ayala music video, using the digital advertising model of targeting and refreshing. Mirriad's Maria Teresa Hernandez says the project was Tecate's attempt to reach a demographic -- Mexican-American men -- who often don't follow traditional advertising.
Univision Communications is expected this quarter to launch an ad-supported video-streaming service with more than 30 channels of on-demand Spanish-language programming for Hispanic viewers with limited commercial breaks. CEO Wade Davis says, "We are focused on bringing new ways for our advertisers to reach the US Hispanic audience."