Philip Morris
Let 'Em Run: Concept
Fields
- Type
- SPCH, SPEECH, PRESENTATION
- BRPL, BRAND PLAN
- Document File
- 2085149690/2085149917/Missing Illegible
- 2085149691/2085149901/New Frontier
- Master ID
- 2085149759/9846
- 2085149759 What Luck.
- 2085149760-9763 Frontier: Definitions According to Webster's II
- 2085149781 Agenda - Frontier
- 2085149782-9787 Frontier - Definitions
- 2085149788 Frontier Condemoralized the Brand
- 2085149789 Frontier Condemoralized the Brand
- 2085149790 If You've Got the Pager, You've Got the Time for A Beer
- 2085149791 Meeting Agenda Marlboro Frontier 20010201 1pm 8a1-2
- 2085149792 20020000 Creative Overlay Agency Meeting with Mike Mahan
- 2085149793 Meeting Agenda 20020000 Concepts - Gina
- 2085149807-9813 Wake Up in Marlboro Country Promotional Overlay Concepts 000212 Meeting
- 2085149832 Frontier Condemoralize the Brand
- 2085149833-9839 Untitled Document 2085149833/9839
- 2085149840-9846 Untitled Document 2085149840/9846
Related Documents:
Document Images
P Let 'em Run: Key Strategic Questions
What is Marlboro's role in supporting the
cause?
What is the overriding communication?
What are the elements?
S486bLS80Z
Draft - For discussion purposes only
IR
Let 'em Run: Our Role
Rationale - Donor:
Fewer barriers to entry or exit
This is their core competency
Less potential for external conflict (vs buying land)
Logical "toe in the water" on conservancy
Concerns:
Less ownership and control
Finding the right benefactor
Draft - For discussion purposes only
L 686nS80Z
Let `em Run: Concept
Utilize cause marketing in a way that
Is relevant to Marlboro
Connects with our Young Adult Smokers
Cause: Let `em Run
Supports the plight of Wild Horses in the West
Ezssvassoz
Let 'em Run: Our Role
Rationale:
Fewer barriers to entry or exit
This is their core competency
Less potential for external conflict (vs buying land)
Concerns:
Less ownership and control
9Z86bM0Z
P
Let 'em Run: ConceDt
Objective: Utilize cause marketing in a way that
Is relevant to Marlboro
Connects with our Young Adult Smokers
Cause: Let `em Run
Helps alleviate the plight of Wild Horses in the West
wiastiissoz
Draft - For discussion purposes only
OR Let 'em Run: Next Steps
Meet with legal on concept and
recommended elements
Research the creation of a Marlboro
foundation and what it entails
Further education on cause and existing
organizations, BLM rules.
Investigate trademarks (Let 'Em Run)
Draft - For discussion purposes only
ZZ86bLS80Z
Let 'em Run: Communication
Our goal is to generate awareness of the cause and
Marlboro's involvement in this cause.
Our goal is to connect with the smoker by creating
affinity with the brand and by providing those that
are interested with a way to participate
themselves.
LZ86ti4580Z
,I~ Let 'em Run: Ongoing Relationship
For smokers that raise their hand:
Develop a follow-up communication stream that
updates smokers on the progress
Create an event that mobilizes smokers to get
other smokers involved (ie: walk-a-thon, concert)
Draft - For discussion purposes only
4Z86b6580Z
Let 'em Run: Key Strategic Questions
What is Marlboro's role in supporting the
cause?
What is the overriding communication?
What are the elements?
VZS6b 4S80Z
Let 'em Run: The Execution
Recommendation: Program that is genuine
and authentic, not overly promotional
Logo: To link all appropriate vehicles
Contest: Essay about why you connect with this cause. Opportunity to
have an expense paid trip to volunteer at a horse sanctuary.
Pin: Give out pins for smokers to wear to demonstrate support of cause.
Begin word of mouth conversations among our smokers.
8Z86ti6S8aZ
