Mediaboss Marketing

Moving the program online allows students outside of the PLU commute range to benefit from world-class faculty who seek to prepare our MSMA students for rewarding careers in a rapidly growing professional field, Mark Mulder, dean of the School of Business. So whether a student lives in Portland, Oregon, Boise, Idaho, or Bozeman, Montana, the online program allows us to offer a unique learning opportunity.

This is the first time in the universitys history that a masters program will be offered online. Plans to move the program online began prior to the COVID-19 pandemic. However, it was formally tested when the pandemic forced students to remote learning. The School of Business faculty trained via PLUTO (PLU Teaching Online) courses, to ensure the same level of quality that is offered in the face-to-face setting.

The MSMA features smaller class sizes and faculty who get to know their students, their dreams, and their passions, Mulder said. There is an incredible amount of support from faculty, and students are never a number but rather a relationship. Even students who were a bit unsure of a masters degree in analytics find that they can flourish in analytics because of this approach. In all cases, the care that PLU is known for will be present in the course design, whether that is working independently at times, or with others.

MSMA students have the option of enrolling in a nine-month or 21-month course. Students who live and work locally will have the option to attend in-person activities such as research forums, conferences, and company visits.

The PLU MSMA program is currently accepting applications for the Fall 2021 cohort. Students interested in the program can schedule an appointment by phone, schedule a virtual information session, or request more information directly from the MSMA program.

PLU is offering a free ebook: Building a Career in a Data-Driven Age A Guide to a Masters in Marketing Analytics for anyone looking for more information on the industry.

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PLUs Master of Science in Marketing Analytics program to be offered exclusively online - Pacific Lutheran University

Timed with its 10-year anniversary, South Korean fashion brand Greedilous launched in the U.S. last month via a direct-to-consumer site that sells its made-to-order styles. It marks the first time the brand has been available to U.S. shoppers, despite that its shown at New York Fashion Week, collaborated with popular U.S. brands, and been worn by celebrities including Cardi B and Beyonc.

According to founder and designer YounHee Park, she was advised to explore and expand to the U.S. market by a top Japanese buyer because of the Hollywood influence. Park said she plans to incorporate the brands celebrity fans in its local marketing. In addition to American stars, they include actress Sandara Park, formerly of K-Pop band 2NE1, and Korean model Gabi Moon.

Kayla Marci, market analyst at retail data company Edited, said that Korean celebrities are becoming increasingly influential in the states. The popularity of K-dramas, now streaming on apps including Netflix, is expected to transition to the Western market, much like K-pop and K-beauty in recent years.

With the events of 2020 disrupting the traditional trend funnel, retailers and consumers have been drawing trend inspiration from other mediums such as music videos and viral series on streaming services, said Marci.

Overall, K-fashion has been catching on, particularly among streetwear fans, which have for years scooped up unique pieces by brands including PushButton and Ader-error. LVMH-backed L Catterton invested in Korean eyewear brand Gentle Monster in 2017, and more recently, Seoul Fashion Week has attracted global attention rivaling that of the four fashion capitals.

But considering Greedilous styles are far from trendy loungewear, the expansion could still prove ill-timed. Unlike the many fashion brands that have launched casual apparel categories since March, Greedlious has remained relatively focused on its bright statement pieces. According to Park, Greedilous was, however, the first Korean brand to make printed masks to match its ready-to-wear styles. And the timing isnt a concern, she said.

During this pandemic, the desires for self-exploration and -expression seem [stronger] than ever, and I am happy to continue sharing designs that empower people to communicate and express themselves without fear, she said, via a translator. Indeed, theres evidence that bright clothes have sparked joy for consumers during the pandemic.

The brands original U.S. launch plan, with physical components, was derailed due to the pandemic, said Park. So shes currently focused on building its local online and social media presence, and exploring ways to virtually communicate with local shoppers. Greedilous currently has 25,000 Instagram followers. Gaining awareness through a fashion marketplace or multi-brand e-tailer wasnt an option, she said.

Selling directly to the consumer allows us to have full control of our brand image and gain a better understanding of our customer in the U.S., said Park. We hope to use the [resulting] insights to offer better service and support, strengthen brand loyalty, and build stronger relationships with existing and potential customers.

According to Polly Wong, president of marketing and creative agency Belardi Wong, international brands are increasingly opting to launch stateside by way of DTC channels.

Theyre building DTC in the U.S. for the same reason wholesale brands are [now] building DTC in the U.S. People are starting to realize the power of the customer relationship, she said. If your customer buys your product in Amazon, you never really build a relationship with them and having a marketing customer database is a tremendous asset to a company. When you can continue to re-market directly to that consumer, you drive up their lifetime value and you drive up the profit of the company.

Greedilous U.S. e-commerce site is simply the Korean site updated to feature English copy and local currency. As the brand doesnt have a local warehouse, orders will ship from Seoul, arriving to U.S. shoppers in 2-3 days via FedEx, EMS or Master Air. Park is currently seeking a local web developer to take the site to the next level, with more imagery, for example.

In February 2018, Greedilous styles walked the runway at New York Fashion Week through Concept Korea, the government-sponsored fashion show aimed at promoting global awareness of Korean designers. Park said the show drove interest from U.S. buyers and celebrities, the latter of which shopped the styles and fueled awareness and rocketed sales in Korea. Beyonce bought an entire rack of Greedilous clothes in NYC, according to Park.

Also helping to market the brand are its regular collaborations with Barbie, Givenchy Beauty, Prada Eyewear and Paris Hilton, among others. Since launching in 2009, the brand has collaborated on 36 collections in Korea. Park said its a strategy she plans to continue in the U.S.

Park self-funded the brand until 2019, when she became one of five designers to receive a government grant from the National (Korean) Designer Fund. She said investors have come knocking, but shes passed as she disagreed with their ideas for the companys direction.

In 2016, Greedilous expanded into menswear after Park noticed men buying pieces from the line its made up of the same styles in mens sizes. Three years later, she launched Yunni G., a sub-brand targeting a younger demographic.

Moving forward, Park wants to grow Greedilous to become a large unisex brand, reaching Chanel status. A couture line is in the brands future, she said, especially as she sees it as an extension of the current on-demand manufacturing model. Greedilous currently employs eight people and four freelancers who specialize in pattern-making and production.

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Will K-fashion take off in the US? - Glossy

Twitter has announced the winners of its annual #BrandBowl event, which recognizes the best Super Bowl tie-in campaigns across a range of categories.

This is the fourth year that Twitter has run its #BrandBowl, for which it took the lead from the growing number of brands looking to tap into the Super Bowl in real-time. In the past, some brands have seen such big success with their tweet tie-ins that their subsequent exposure has ended up matching, or even beating that of the big name brands who've spent millions securing a coveted Super Bowl ad spot. As such,it makes sense to give brand tweet efforts more focus.

The big winner (MVP) again this year was Pepsi, whose campaign revolving around the Halftime Show,and featuring The Weeknd,drove the largest overall share of conversation on the platform during the event.

Pepsi has now won the #BrandBowl MVP Award three out of four times thus far, and its sponsorship of the half-time show does appear to give it a head start in this respect. Maybe Twitter needs to review its criteria, or take Pepsi out of the running, maybe naming the award in the company's honor instead.

Budweiser won the award for the most popular campaign without a national TV spot with its retro call-back campaign:

Meanwhile, T-Mobile saw the most retweets from a brand handle with this effort:

I mean, using the lure of winning a new phone seems like cheating a little bit, but if it works...

Disney's preview of the upcoming 'Falcon and The Winter Soldier' show on Disney+ generated the most overall engagement:

While Verizon got Twitter's nod for 'Most Creative Play' - the brand that best used Twitter to creatively breakthrough, beyond promoted Tweets and video.

And lastly, Indeed won the award for the campaign that best adjusted in real-time for its campaign which highlightedjob opportunitiesfrom the brands who were advertising during the game.

There are some interesting uses of Twitter here - maybe not as creative as in year's past, and as with most Super Bowl campaigns, most were heavy on the use of celebrities to boost their messaging. But still, there are some pointers to note from these campaigns - or maybe they'll inspire you to do better with your own creative Tweet approach.

You can check out Twitter's full #BrandBowl rundown here.

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Twitter Announces the Winners of its #BrandBowl for Best Super Bowl Tie-In Campaigns - Social Media Today

Opinions of Monday, 8 February 2021

Columnist: Gertrude Agyemang

COVID-19 cases in Ghana keep rising

The coronavirus outbreak has had its toll on every continent of the world as such, the World Health Organization (WHO) declared it a pandemic last year in March. Upon declaration, several behavior-related facts were emphasized to minimize the spread of the deadly virus. The deadly virus is easily spread by close contact between people without a mask on, as well as droplets from infected people through coughing, sneezing or even talking. Another way one may catch COVID-19 is by touching a contaminated surface and then their face, nose, ears or mouth.

The World Health Organization (WHO) strongly encouraged certain behavioural change like the frequent washing of hands for at least twenty (20) seconds, the wearing of mask, eating fruits and vegetables, exercising and importantly, keeping a social distance to prevent the spread of COVID-19. In view of these directives, particularly in Ghana, government sectors, corporate institutions, non-for-profit organisations and the mass media took it as a responsibility to engage in various campaigns to help prevent the spread of the disease. However, the campaigns seem to produce no satisfactory impact on the change in behaviour of the general public as the number of active cases in Ghana keep on rising.

The behavioural change proposed for the general public of Ghana is quite different from our usual way of life before the outbreak of the virus and it competes with already existing lifestyles. It is very difficult for individuals to change from a particular pattern or trait all of a sudden by just giving them information and expecting them to simply comply by it. Unless, there is a voluntary behaviour change by individual, positive outcome is quite challenging to achieve. However, changing behaviour patterns voluntarily is also very much complex as it entails an understanding of the changed behaviour and under what circumstance such behaviour is desired.

With this situation in place, having an in-depth knowledge of Social Marketing which spans across sociology, psychology, economics and anthropology can help in the understanding of individuals behavioural change. Through the application of Social Marketing, many countries have successfully implemented social marketing techniques to achieve various social objectives through behavioural change intervention programmes of smoking cessation, road safety, disease prevention and screening, physical activities and environmental issues. Social marketing is a systematic process of influencing behaviour change of different target market segments by utilizing a planning process that applies marketing principles and tactics to deliver positive societal benefits.

Thus, the primary objective of Social Marketing is not to sell goods and services rather to influence targeted markets to adopt a desired behaviour. An individuals behaviour can be influenced in one of the four ways, firstly to accepting a new behaviour, for instance, wearing a mask; rejecting an undesirable behaviour such as overcrowding; modifying a current behaviour like washing of hands frequently and abandoning an old undesirable behaviour of coughing here and there.

In applying the concept of Social Marketing in eliminating the spread of the pandemic in Ghana, at least four broad aspects must be emphasized: first, a clear definition of the problem at hand; second, a thorough environmental scan to segment the entire market and analyse the target audiences characteristics to influence their behaviours through the right message circulated at the right media and location; third, an analysis of social norms, potential barriers and competitions toward the desired behaviours and fourth, establish the monitoring policies and criteria for evaluating the intervention programme. As it stands now, many countries are now experiencing what could possibly be a second wave.

Therefore, it is high time for the authorities to understand the underpinning attitudes and beliefs held by the general public in Ghana regarding the WHO prescribed desired behaviours. Gaining information on the current status of people's new behavioural acceptance can provide insights on the reasons behind the compliance and non-compliance of the desired behaviours. Understanding the difficulty in changing to desired behaviours through environmental scanning demands a clear segmentation or division of communities before communicating the message of behavioural change in Ghana. This could be done by dividing the entire populace based on geographic (according to cities, neighbourhood), demographic (according to age, education level, gender) and psychographic (according to attitude, beliefs, values, social norms, needs).

Each segment is unique and thus may respond differently to campaign elements, therefore, different techniques must be utilized to reach and motivate the different segments. The creativity of the message, use of words, images and its explanation should be tailored to a particular segment's characteristics to get maximum reach of the target audience. With the attainment of the division of segments and its different communication techniques achieved, the next step is to understand the existing social norms, potential barriers of behavioral change and competing behaviours (which are the behaviours that the general public would prefer to do).

It is important to make the desired behaviours attractive as possible to adopt, by emphasizing on the dangers and risk one may go through because of the disregard of the preventive measures put in place. There is also a need for consistent and continuous monitoring to minimize the spread of the virus. Specific criteria-based evaluation of intervention programme at a specific interval can also yield actionable insights about what worked well and what did not. The risk of infection is still prevalent and therefore, there is no other alternative than to adopt these new and desired behaviours to combat the spread in Ghana.

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Halting the spread of COVID-19 in Ghana: social marketing, the answer? - GhanaWeb

A new survey designed by University of Wyoming Extension and the Cent$ible Nutrition Program to better understand how Wyomingites gather information is open for residents to share their experiences.

We are a rural state, so having accurate information about how populations in rural states engage with media and social media is hard to find from national groups, Kali McCrackin Goodenough, CNP marketing coordinator, said.

According to McCrackin Goodenough, the survey is completely anonymous. Consent form and contact information will be kept separate from results, which will be used to explore trends across Wyoming.

Those who complete the survey will receive a four-in-one kitchen tool as a thank-you. The survey requires approximately 20 minutes to complete and can be found here.

The data from the survey will provide insights on which social media and traditional media platforms people in Wyoming primarily use to gather information and allow groups, including UW Extension and CNP, to better serve their audiences, McCrackin Goodenough said.

Having data for our state that is relevant and real is valuable, she said.

CNP aims to develop a social marketing campaign related to healthy habits and plans to use this data to better share that campaign across the state, according to McCrackin Goodenough.

This is a chance for people in Wyoming to say where they want to get their information from, she said.

For questions or comments, email CNP at cnp-info@uwyo.edu.

CNP offers nutrition education classes and engages in community interventions to help families in every Wyoming county and the Wind River Indian Reservation. CNP classes are free to anyone who meets household monthly or yearly income guidelines, and classes help participants eat better for less.

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UW Extension survey seeks how Wyoming residents receive information Sheridan Media - Sheridan Media