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Moped Mileage Report Produced by Moped Productions, LLC
Executive Producer
Maureen Isern
Director of Marketing & Development
Ashley Faison
Digital Marketing Manager
Ingrid M. Alvarez
Affiliated Writers
Zachary Dominitz Thaler Pekar Lisa Smith |
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Moped's Mileage Report
June 8, 2010
Volume XI
Heading into summer, reports are showing that consumers are holding tight to their cash as spending rates flatten. So how are brands to continue to engage consumers and get them to reach into their wallets? One noticeable brand marketing push: make purchases matter more.
Last month we reported that cause marketing is one area that is expecting record growth this year - 6.1% to be exact. According to an IEG Sponsorship Report, cause marketing was slightly down in 2009 by 0.3%, with total spend at $1.51 billion. For 2010, however, IEG anticipates cause sponsorship to increase 44% faster than the overall sponsorship spend of 3.4%
Brands like Virgin Mobile are launching cause-related marketing campaigns to tap into the youth markets cause-conscious mentality.
Pepsi is drawing attention by giving away grants to hundreds of do-gooders and non-profits across the country through its Refresh Everything campaign.
People have always cared about their purchases, but as they hold onto their cash more tightly, intersecting the need to buy with the desire to give makes a whole lot of difference, to everyone.
- Mo Isern
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 Cause Marketing Partners:
Teaming Up For Optimal Benefits
When choosing a partner for your cause marketing or "pro-social" initiative, choosing a partner can be a key component of your success. Know your target audience, and be confident in your message. Then, partner with the organization that can help best deliver that message. Case in point: the Get Yourself Tested (GYT) initiative from MTV and the Kaiser Family Foundation.
MTV has had a lock on the 12-24 market for 16 straight years. The masters of multi-platform marketing were a natural choice for the Kaiser Family Foundation to reach the youth demographic on health issues. The result: since 1997 the two have teamed up to produce a series of Emmy and Peabody Award-winning campaigns on sexually transmitted diseases (STDs), including HIV/AIDS.
STDs are an epidemic in the US, with up to half of the 19 million new STDs that occur each year touching the lives of those 15-24. As many as 50% of all sexually active young people will contract an STD by age 25.
In 2009, GYT was launched. On air and online, young people are encouraged to GYT through public service announcements, news and entertainment segments, and a web site filled with information on getting tested, www.itsyoursexlife.com. The result: Planned Parenthood centers around the US saw a surge in testing in those under age 25, including a 36% increase in males, and an 18% increase in females.
Cause marketing is about raising awareness for a good cause - and your brand. By strategically choosing your partner, you can increase the reach of your message, doing good for others, and for your brand.
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If April showers bring May flowers, we were in full bloom!
We delivered a series of animated pieces to promote the release of the new graphic novel How I Made it to Eighteen, an Almost True Story, by author Tracy White, creator of www.traced.com. The book is out TODAY so please check it out! She'll be using the pieces, animated and edited by Patrick Hosmer, to promote her work and book release at Comic-Con 2010 and elsewhere. Check the videos out and let us know your thoughts!
Morgan Nichols created magic with beautiful footage brought to us by Rick and Margaret Biedel of Studio XL for a series of five Stuart Weitzman brand spots. Playful glamour coming to you soon.
Senior Producer Jean Candiotte is in development of 'white paper' videos for Dewitt Stern to be shot by Artem Agafonov this summer. The videos will be showcased online for added value and client engagement.
iMentor reached out so we could update an outreach video for their 2010 10-year-anniversary celebration this month.
The Robin Hood Foundation repurposed our footage from our 2009 Urban Assembly School for Law + Justice outreach video, and worked it into a fantastic series of installations at their 2010 Benefit at the Javitz Center.
We were on hand at the American Cancer Society's Pink & Black Tie Gala on May 7th at Brooklyn's Steiner Studios - highlights coming soon!
And Mo Isern delivered an edit of a Pepsi Refresh Everything highlight reel to MTV360's Branded Entertainment group.
Have we left anything out?
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June 2009
Last summer we were sizzling as we shot and edited a pitch tape for Shout Media's first reality show featuring Rosie Pope of Rosie Pope Maternity, the high-end Upper East Side store and concierge service for expecting moms. The pitch tape got green-lit by Bravo for further development, which we later produced with Shout Media in October. Today Shout's crew is in full production mode for the 8-episode Bravo series, titled Pregnant in Heels. We're excited to see the show come to life!
We were also full steam ahead on the edit for a one in a series of Harry Potter spots produced alongside MTV360's Branded Entertainment group. The commercials aimed to target the MTV demographic right as Harry Potter and the Half-Blood Prince opened up in theaters across the country.
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 We are honored and thrilled to be welcoming Producer and Consultant Jean Candiotte to the Moped Mix, joining us as Senior Producer on projects. Jean has worked in the US and internationally as an award winning Writer and Producer of original content for television and the web. She served as Senior Vice President, Editorial and Creative Director at Oxygen Media in New York, where she developed and oversaw award-winning shortform series, and on air promotions. She also served as Story Editor on several series and specials, including "Real Weddings From the Knot," the highest-rated original series on the network at the time, and "Bridal Fashion Preview." In addition, she was a Writer and Producer on the comedy/reality series "Mr. Romance," hosted by Fabio. During her time at Oxygen, she got to direct and supervise shoots with a wide range of talent, including Mo'Nique and Carrie Fisher.
And our dreams do come true! Susan McPherson is on board as Moped's Business Development Director. Susan comes with over twenty years experience in strategic business development, technology sales and sales management, new product offerings and successful team development. As Vice President, Global Events, at PR Newswire, Susan developed key global strategic relationships and channel sales with trade show and event management firms for the company. Prior to her career at PR Newswire, she worked in both the editorial and marketing departments of USA Today.
Lastly, Mo Isern and Susan McPherson are in Monterey, California June 8th and 9th for the 2010 Sustainable Brands Conference, to speak on Building & Measuring Online Cause Marketing Campaigns. They're joining Aria Finger, Chief Marketing Officer of DoSomething.org, and Parker Blackman, Chief Operations Officer of Fenton Communications. Stay tuned to our blog for a recap, coming soon!
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Moped Productions, LLC is a Certified Woman and Minority-Owned Business
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Moped Productions - Mobilize Your Mission
phone:
212-414-5760 |
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