Breezing Through the Crowd: Public Relations and Sponsorships

Public Relations

The PR strategy for the WIND campaign will be handled internally, as opposed to hiring an external firm. Since most of the public relations activities will be aimed at building on a strong, positive image within the company and managing a positive reputation outside the company, it is important that any PR activities are reflective of the brand's positive impact on the world and it's employees. I feel that this will best be done from within the firm.

One of the primary activities that will promote a positive image is the social, community involvement aspect of the brand. WIND, being an all natural product that represents sustainability and environmental awareness, as well as a product that increases your energy to help you do the same, WIND will be heavily involved in environmental activities.

Through contributions to charity, such as building sustainable energy infrastructures in impoverished and disaster-stricken areas of the world, WIND will not only build its brand awareness, it will also build on its reputation as a wholesome, positive, world-improving brand. WIND will also be involved in community strengthening programs in urban American towns, including establishing urban gardens with members of the communities, enabling these neighborhoods to come together while increasing green spaces that can be used for expanding their local food supply.

WIND will not seek out media hits, rather it will rely on the integrity and positivity of its actions to generate word of mouth and natural media coverage that is earned and not paid. This will ensure that any coverage of any of their actions will portray the brand in a positive light. This method will integrate well with the advertising objectives and activities, as it will create a buzz that will lead the target market to seek out more information, leading them to the website where they will learn more about the company, its mission, and its products.

Any negative publicity will be handled honestly and immediately through the website, social media, and press releases in order to immediately refute any potential harm to the brand's image.

Sponsorship, Green and Event Marketing

Event marketing at a Green Festival

Since the entire campaign could be considered green marketing, there will be no specific activities that will be separately classified as green. As for sponsorships and events,WIND will greatly benefit from sponsoring small, local events. One of the major underlying themes of the campaign is that the power to save the world starts with one person, and the energy to save the world starts with WIND. To stay with this theme, WIND will sponsor community activities, such as small local outreach programs, as well as events that fit within their image. An event such as the one held in Milwaukee this past Fall, Rock The Green, was a concert that had a zero-carbon-footprint. With no waste, and no energy used that wasn't generated onsite, it was a green concert, not-for-profit, held to raise money for sustainability and local charities. WIND would have been a perfect sponsor for that type of event, and would be able to promote their image, offer samples, and promote brand awareness in the process. It would also give them a chance to build relationships with the target market in one-on-one interactions that foster a positive image associated with the brand.

Since the target market prefers underground, lesser known musical acts, are hip to up and coming trends, and are creative and cultured individuals who are heavily involved in their community, these types of events will appeal to their elitist tendencies while proving that WIND is not blowing smoke- they are a legitimate brand with a positive goal of making the world a better place, one drink at a time.