Marketing Masters — October 2008 - (Page 16)

❚❙ prInt/onlIne bundle Print/Online Bundle National Geographic – Dow Chemical Company Map Splashy Beginning National Geographic magazine wanted to enhance Dow Chemical Company’s corporate leadership position and extend its “human element” campaign within the print/online communications channel. To achieve this, the publication aligned itself with Blue Planet Run, a foundation that seeks to generate global awareness of a key global issue: making sure everyone has access to safe drinking water. The time period for the execution of the initiative was 2007, with an emphasis on May to June. Target audience were college-educated men, ages 35-54, with median household incomes of $100,000 and above; subtargets were business opinion leaders, government officials and non-governmental organizations. supplement, which featured background information on Blue Planet Run, were integrated into spread ads in other publications, such as U.S. News and World Report, Wired and The New Yorker. For online, the map was posted in Dow’s “Water Watch” microsite. Replete with photos, the online map provided readers the opportunity to navigate to different hotspots around the world and learn about the critical water issues specific to that area. Smoothing Out the Snags “The challenge was to make certain that the vast amount of information and detail provided was as accurate and as up-to-date as possible prior to publication date,” says Michele Murphy, marketing director of the publication. Spanning The Globe Collaborating with Dow Chemical, National Geographic created a custom wall-size map depicting sources of safe drinking water around the world; it also projected what that water supply will look like in 50 years. The map was inserted into the June 2007 issue of the magazine, in both the U.S. and European editions; also NG-branded versions of the map Charting a Course of Success Dow was so pleased with the execution and results of the map that it ordered 30,000 maps to be distributed at various water-related events. Dow has recently renewed its program for 2008 and looking at “another never-been-done before unit” in National Geographic. ■ Print/Online Bundle Successful Farming – Crop Tech Tour Seeding an Idea Meredith’s Successful Farming magazine wanted to create a new and engaging platform that would provide editorial content about leading-edge farming technology to its target audience of farmers. It also sought to connect leading sponsor, John Deere, with that audience. post and blog on the Crop Tech Tour Web site (www. agriculture.com); John Deere also weighed in with its input on sources. In Bloom The Crop Tech Tour featured interactive videos, slide shows, Web logs and news stories, replete with RSS feeds. Also, Crop Tech Tour Ag Express e-newsletters were sent out on a weekly basis. The print component of the Crop Tech Tour was featured in eight stories that had sponsor ad adjacency in Successful Farming, which has a readership of 1.1 million per issue. Reaping a Harvest Partnering with the American Society of Agronomy (ASA), Successful Farming planted the seeds for an intriguing initiative—the Crop Tech Tour, which aimed to showcase new crop production technology in various parts of the country through a series of “on the road” tours. Emphasis was on how new technologies, such as tillage and seed traits, were performing. The Crop Tech Tour launched in the fall of 2007. ASA played an important role in helping Successful Farming identify crop consultants who were Certified Crop Advisors (CCAs) to track crop progress and technology success. Twenty were selected and given cameras and reporting tools that enabled them to Fruits of Labor The Crop Tech Tour initiative yielded highly favorable results for its clients, John Deere and ASA. John Deere was able to sell more corn seeds and grow market share, while ASA raised the awareness of the importance of a CCA in farm management. “The Crop Tech Tour’s online stories and videos continue to be one of the top 10 stories on Agriculture Online each month,” says Successful Farming publisher Scott Mortimer. ■ 16 min ❚ Marketing Masters Issue October 2008 ❚ minonline.com http://www.agriculture.com http://www.agriculture.com http://www.minonline.com

Table of Contents Feed for the Digital Edition of Marketing Masters — October 2008

Marketing Masters - October 2008 Customized Web Site/Microsite Retail/Merchandising Tie-in Top Integrated Marketer Top Integrated Marketing Teams Custom Publishing Project Multiple Magazine Title Program Sweepstakes/Contest New Event Program Online Event Special Advertorial Section Print/Online Bundle Print Bundles: TV/Video/Mobile Total Integrated Program: B2B Total Integrated Program: Consumer Event

Marketing Masters — October 2008

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