Women's Collection from Marketing to Counter-Marketing
Speakers' Bureau 2000 Plan
Abstract
Discusses communication strategies, specifically public speaking, to target audiences through business, civic, community, women's and other groups.
Fields
- Notes
Illegible handwritten notes
- Type
- Report
- Company
- Philip Morris
- Gender
- Gender mentioned, differentiation possible
- Named Person
- Parrish, Steve
- Merlo, Ellen
- Barrington, Marty
- Pfeil, Mike
- Poole, Jay
- Nicoli, David
- Laufer, David
- Levy, Carolyn
- Daragan, Karen
- Knox, George
- Mudd, Michael
- Collamore, Tom
- Brosius, Karen
- Walls, Tina
- Dickerson, Amina
- Blau, Sandra
- Bartlett, Dede
- Eidman, Diane
- Sompolski, Tim
- Harrison, Shirley
- Gomez, Frank
- Moore, Edna
- Laird, Russell
- Little, Greg
- Ohlemeyer, Bill
- Webb, William
- Camilleri, Louis
- Szymanezyk, Mike
- Han, Vic
- Ring, David
- Major, John
- Marsteller, Burson
- Sorrells, John
- Roberts, Peggy
- Carraro, Tara
- Kasza, Peggy
- Named Organization
- Philip Morris
- SGA
- FGA
- American Advertising Federation
- Chambers of Commerce
- National Restaurant Association
- American Bar Association (ABA)
- National Beer Wholesalers Association
- Associated Industries of Massachusetts
- Cleveland City Club
- Detroit Economic Club
- Capitol Press Club
- Los Angeles Press Club
- Boys & Girls Club
- Kiwanis Clubs
- Rotary Clubs
- National Council of Churches
- United Methodist Church
- Conservative Baptist Association of America
- Parent Teacher Associations (PTA)
- American Council on Education
- American Society of School Administrators
- National Association of Elementary School Principals
- National Council of State Legislators (NCSL)
- National Governors Association (NGA)
- United States Conference of Mayors
- National Association of Towns and Townships
- American Legislative Exchange Council (ALEC)
- United States Association of Former Members of Congress
- Domestic Violence Coalitions
- Women's Community Service Organizations
- Local/Regional/National Alumni soroity chapters
- Federation of Business and Professional Women
- National Foundation for Women Business Owners
- Center for American Women in Politics
- National Council of Jewish Women
- Catholic Women's Network
- National Black MBA Association
- American Association of Black Women Entrepreneurs
- National Association of Market Developers
- NAACP
- National Urban League
- National Council of La Raza
- National Council of Negro Women
- National Conference of Black Mayors
- National Newspaper Publishers Association (NNPA)
- West Coast Black Publishers
- National Federation of Hispanic Owned Newspapers (NFHON)
- Congress of National Black Churches
- American Farm Bureau Federation (AFBF)
- State Farm Bureau Federations
- National Association of Wheat Growers
- National Association of Corn Growers
- Virginia Pork Producers
- National Cattlemen's Beef Association
- National Association of State Departments of Agriculture (NASDA)
- World Congress of Young Farmers
- 4-H
- Future Farmers of America
- National Association of Farm Broadcasters
- American Agricultural Editors Association
- Agricultural Publishers Association
- PM USA
- Morgan & Meyers
- MAN
- Kraft
- Thesaurus Term
- Public Opinion
- Advocacy Groups
- Communications Campaigns
- Keyword
- PM21
Document Images
A. Hunger - Karen Brosius, Amina Dickerson, Sandra Blau, Kraft Executives
B. Domestic Violence - Dede Bartlett, Diane Eidman, Tim Sompolski
C. Diversity - Shirley Harrison, Jay Poole, Frank Gomez, Edna Moore, George Knox, Tim
Sompolski
3. Farm/Agriculture -Jay Poole, Russell Laird
4. DOJ/Litigation/Slippery Slope - Greg Little, Bill Ohlemeyer
For the senior executives on the 22"d floor - William Webb, Louis Camilleri, Tim Sompolski,
and PM USA CEO Mike Szymanczyk, the approach will be to seek opportunities, both internally
and externally, to~them reach out to the targeted audiences and to employees. This will be based
on discussions with them regarding what they are interested in talking about and what venues
they are most comfortable in.
= 3peech Writing
We are working to assemble a stable of speechwriters to provide tailored remarks - in
consideration of the audience, speaker and messages -- for the speakers:
Internal Resources
Vic Han, David Ring.
External Resources
John Major, Burson Marsteller, Morgan & Meyers
Occasionally speeches will be drafted by internal experts:
Example: Carolyn Levy will draft YSP model speech
Trainin2
We plan to media train speakers on an "as- needed" basis, including work on Q&A. We plan to
use both internal and external resources:
Internal
John Sorrells, Peggy Roberts, Tara Carraro
External
Burson Marsteller
Goals
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In 2000 the goal is to book 4-6 speeches per month for the core tobacco is changing and PM's ~'l~
commitment to community speakers. Our goal is for agriculture speeches is 2 per month. ^II 7
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Minority Groups
Minority affiliates of local/regional/national Chambers of Commerce (Hispanic, African-
American, Asian-Pacific, Asian)
Local/regional/national Minority Business and/or Supplier Development Councils
- National Black MBA Association
- American Association of Black Women Entrepreneurs
- National Association of Market Developers
- Local/regional/national Associations of Minority Contractors
Local/regional/national chapters of minority advocacy, political and civil rights organizations
- NAACP
- National Urban League
- National Council of La Raza
- National Council of Negro Women
- National Conference of Black Mayors
Minority media owners/publishers groups
- National Newspaper Publishers Association (NNPA)
- West Coast Black Publishers
- National Federation of Hispanic Owned Newspapers (NFHON)
Minority religious associations
- Congress of National Black Churches
Agricultural Groups
American Farm Bureau Federation (AFBF)
State Farm Bureau Federations
National and state commodity groups (Tobacco, Dairy, Pork, Beef, Corn, Soybeans, Wheat,
Barley, Poultry)
- National Association of Wheat Growers
- National Association of Corn Growers
- Virginia Pork Producers
- National Cattlemen's Beef Association
National Association of State Departments of Agriculture (NASDA)
Agricultural Education Organizations
- World Congress of Young Farmers
- 4-H
- Future Farmers of America
Agricultural Media Organizations -- Electronic and print
- National Association of Farm Broadcasters
- American Agricultural Editors Association
- Agricultural Publishers Association
Rotary Clubs -- similar to Kiwanis but has a business/professional based membership; fosters
the ideal of service in community and business/professional settings
Religious Organizations
- National Council of Churches
- United Methodist Church
- Conservative Baptist Association of America
Parent Teacher Associations (PTA) -- National meeting in Illinois, June 24
State Teachers/Education Associations
- American Council on Education
- American Society of School Administrators
- National Association of Elementary School Principals
Government Officials/Candidates
Local, Regional and National Political Organizations
Local, Regional and National Government or Government Relations Focused Organizations
- National Council of State Legislators (NCSL)
- National Governors Association (NGA)
- United States Conference of Mayors
- National Association of Towns and Townships
- American Legislative Exchange Council (ALEC)
- United States Association of Former Members of Congress
Women's Groups
Domestic Violence Coalitions
Women's Community Service Organizations
Junior League
- Local/Regional/National Alumni sorority chapters (service and social)
Women's Business/Professional Associations
- Federation of Business and Professional Women
- National Foundation for Women Business Owners
- Women in Communications
Women's Political Organizations
- Women Executives in State Government N
0
- Women's branches of Republican and Democratic parties 00
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- Center for American Women in Politics V
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. Women's Religious Organizations CD
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- National Council of Jewish Women N
- Catholic Women's Network
DOJ/Litigation speakers will be asked to speak 1-2 monthly according to status of DOJ lawsuit
and litigation environment.
The 2000 target for the 22°d floor speakers will be:
Camilleri - 1-2 speeches
v
Webb - 1-2 speeches -'
Sompolski - 3 speeches ~ ~
Parrish- 6 speeches v ~ lN
Szymancyck - 1-2 speeches
Experts' speeches will be arranged on an as-needed basis.
Process
A core team will manage the identification of venues and speakers, matching each with the
proper messages using the Communications Plan Matrix as a guide.
CL+-iA- (~Aw-
The core team: Peggy RobertslTara Carraro r Peggy Kasza,
Representatives of SGA, FGA, External Affairs and PM USA will be asked to assist in
vetting opportunities and in matching speakers and topics as appropriate.
External Resources will include Burson Marsteller and the MAN
The core team will be responsible for:
Identifying appropriate venues. Investigating/learning details of the prospective venue (size
of audience, audience demographics, past speakers, format, etc)
Acknowledging all invitations in writing
Visiting the venue in advance, when necessary
Identifying the speaker and the appropriate messages
Booking and acting as liaison with audience group
Ensuring speakers' travel needs are accommodated
Coordinating meeting/conversation between the speech writer and the speaker or surrogate in
sufficient time for the speech to be written
Ensuring speeches are vetted and delivered to the speaker one week in advance of the event
Thank you notes/calls
Collecting follow up information and feedback:
This includes interviews, email or written correspondence to debrief:
speaker and/or staff
host group
audience
Topics
The key messages of PM 21 will be woven into speeches based on the following four topics.
Speeches will be tailored to the speaker and audience.
1. Tobacco is changing
A. PM USA tobacco issues
MSA education messages
Marketing restrictions
AGs' recourse for non-compliance
Options
Regulatory matters
Positions discussed on the website
B. Youth Smoking Prevention messages: Positive Youth Development
Our programs/research
Many different approaches/Common goal
2. PM's commitment to community
A. Hunger
B. Domestic Violence
C. Diversity
3. Farm/Agricultural Partnership
4. DOJ/Litigation/Slippery Slope
Key Speakers
For each topic we will have a set of core speakers.
1. Tobacco is changing -
A. Steve Parrish, Ellen Merlo, Marty Barrington, Mike Pfeil, Jay Poole, David Nicoli, David
Laufer.
(Selected others from PM USA sales and marketing will be asked to speak to local
groups such as advertising clubs.)
B. YSP - Carolyn Levy, Karen Daragan
2. PM's commitment to community-
George Knox, Michael Mudd, Tom Collamore, Karen Brosius, Tina Walls, Jay Poole
Speakers' Bureau
2000 Plan
Goal
Based on the overall Communications Plan strategy, to sustain the momentum begun last year in
reaching out through speaking opportunities for Philip Morris executives to external audiencesA
This will be a segmented effort matching speakers, topics and venues. " 5,
,
Venues
Using the target audiences in the Communications Plan as a guide, we will solicit opportunities
for PM speakers from groups that are established, organized and credible, that are open to
hearing from us and with whom we share concerns and/or goals (i.e. business groups - slippery
slope, PTAs - youth smoking prevention).
They will be prioritized according to recommendations from SGA and FGA on the most
appropriate geographic areas, and vetted by External Affairs as appropriate. Those listed below
the headings here represent examples of these groups, but is by no means inclusive.
Business Groups
Advertising Associations (local affiliates of the American Advertising Federation)
Law SchoolBusiness School Alumni Events
Chambers of Commerce/Junior Chambers of Commerce
Local/Regional Economic Development Councils
Trade Associations and Consortiums
- National Restaurant Association
- American Bar Association (ABA) -- National, state and regional chapters
- National Beer Wholesalers Association
Local Business Organizations
- Associated Industries of Massachusetts
- Cleveland City Club
- Detroit Economic Club
Press Clubs N
O
- Capitol Press Club co
v
- Los Angeles Press Club
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Civic Groups
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Boys & Girls Club leadership meetings ~
Kiwanis Clubs and other community service focused organizations that hold regular
meetings
