A brand is an image.. Yes a holistic image!!!

Image Fit Image Misfit ?

Case Overview
Barak Obama s Integrated Marketing Communication Strategy
Introduction. SWOT Analysis. Segmentation, Targeting & Positioning (STP). Integrated marketing Communication Strategy. McCain s Campaign. Conclusion

Barack H. Obama
Born on 4th august 1961 Parents : Brarack Hussein Obama Sr, Kenyan Muslim Ann Dunha, Christain from Kansas Mother re-married to an Indonesian Muslim 4years in catholic school in Jakarta Studied political science at Columbia University in New York 1988- Joined Harvard Law School First African-American President of Harvard Law Review Served in Illinois state senate for 7 years 1992- married Michelle robinson Fox News Channel John Gibson called it Obama dirty little secret

Achievements
First Black to lead a major U.S Party First presidential nominee from state of Hawaii First Presidential nominee with non-US citizen father First candidate to have more than 1million contributors First African American to be president of Harvard Law Review Only nominee to attend Columbia as undergraduate First US President graduate of Harvard Law school (after Hayes in 1845) Biggest fundraiser campaign in US History

SWOT
Obama a charismatic leaderEducation Skilled orator and lawyer Proactive and strategic thinker Understands his customer and his needs and deals individuals in the right way. Multicultural background could make him a well-rounded US president

Obama father was a non-US citizen Muslim name Obama defeating Hilary Clinton could upset his female voters Relatively less experience: Hillary- 35 Years, McCain- 22years in Navy. Obama worked for 2years in US senate and 7years in Illinois senate Did not had any foreign affairs experience.

SWOT
American people were affected severely by Economic turmoil McCain wrong decision of taking Sarah Palin as candidate for Vice President- affected female voters McCain continuous emphasis on Vietnam War, portrayed him out of touch with public sentiment American high level of discontent with Is average American ready to accept a outgoing administration

non-Caucasian president? Obama inexperience in foreign affairs was challenged Older Americans inclination to republicans International community eyes on US election; a major concern at the time of economic downturn

Segmentation & Targeting

Age
Gen Y (18-27 years old) Gen X (27-43) Baby Boomer (44-61)

Community

African American Latino Community Gay & Lesbians Asian American & Pacific Islanders

Professionals

Business Networkers Professionals Asian Americans

Identify Target Market

Following careful considerations, the following target segments have been identified: 1) Obama and his team were very clear who their supporters were 2) Youth, particularly those below 30 years of age. 3) Swing states and Swing voters 4) The minority communities Knowing the target group, Obama and his team have provided hope o fit the customer s needs

Marketers today are urging for brands to take on personalities for it to better relate to target audience. What would happen if the brand is in fact a person?

Strategic Brand Management & Positioning

As political campaign took on marketing persona, Barack Obama was developed to become a personal brand He has become an icon, a star and an idol with lots of followers Fresh brand appearance, facilitated by clear and crisp theme and slogan which were consistent through out the campaign. Positioning of brand : change brings new hope and opportunities Slogan : Yes We can - demonstrates a strong action with simple and clear message for the people Change is exactly what the frustrated people wanted and Yes we can leads to a promise by the people to be engaged in making this change

 Obama s Can Do Attitude makes him a brand that delivers positive messages to pull people together Obama- positioned to reverse Bush s actions Logo - The Obama logo was the flagship symbol of Barack Obama s presidential campaign. The design became one of the most recognized political brand logos during 2008 U.S. Presidential election and is being used again for Obama s re-election campaign

There s a new morning sun (a hope, change) rising over America, and that Obama is it!

Why the Obama logo is a pure genius?

The O represents Obama and he can use the logo without his name next to it. He s claiming the O as George W. Bush claimed the W The blue O and the red stripes represent the flag The red stripes represent the plains, the American farmland The O s whitespace represents the sun, shining over the plains. Because it s white, it evokes sunrise, not sunset

For contrast, take a look at the other campaign logos

 After creating & developing a clear and healthy personal brand, Obama and his team have extended the brand to swing voters.

Being a young and energetic brand, Obama is portrayed as the next generation of American Leader

Communication & Technology in Political Campaigns

Integrated Marketing Communication Strategy

The Obama campaign wasn t a win for technology; it was a win for strategy. It was a win for the power of a strategic vision, executed in an integrated media campaign. It was strong messaging and strong branding, executed across different channels (Harfoush wrote in her book, Yes We Did: An inside look at how social media and design built the Obama brand, that was published in May, 2009..)

 Revolutionized the election campaign. New media like text messaging, social networking, and blogging. Audio visual media - page on FLICKR with pictures of his family and his campaign and also numerous video clips on YouTube. BarackObama.com Advertisements in 18 video games Direct Mails to Individual

Tech savvy and a Blackberry addict. FighttheSmears.com Website launched to combat and dismiss rumors and fabrication.

 Music video called Yes, We Can song inspired by Obama s speech at the primary New Hampshire on Jan 8, 2008. Initiated a site to communicate with Christians called FaithBase.com where he discussed his views on faith and politics. Mass text message to the public on November 3, 2008 to remind them about the election the next day and to ask them to vote. The Obama campaign figured out how to use mobile marketing effectively and efficiently. The web was used effectively to raise funds for he campaign and acquire votes.

Group Focused Websites Created by Obama s Campaigners

Basis of Segmentation Age Website Facebook MySpace Eons.com Community Blackplanet MiGente Glee AAPLS Target Audience 18-25 18-25 Baby Boomers Remarks Helped his fans interact with him Helped his fans interact with him Talked about his growing up days Discussed Education & Family Written in Spanish to reach out more people Included details of National coming Out Day Discussed Obama s thought on faith & politics Change the law & politics to solve people s problems. Helped them network socially & professionally.

African American Latino Gay & Lesbians Asian American

Professionals

Linkedin AsianAve

Business Professionals Asian Americans

Different sites had different information targeted at the individual communities but a message common to all the different websites was, I was fortunate to be able to grow up seeing Americans from varied viewpoints

McCain s Campaign
Lagging Behind online usage. Concentration on Conventional Methods (TVC). Lost on the technology front. Perceived Techno- Illiterate image.

Obama Vs McCain Fan Following

Website
Facebook Twitter YouTube videos Subscribers Viewer Visits

Obama
2 million 112,000 1800 115,000 97 million

McCain
600,000 4600 330 28,000 2 million

Conclusion
In a country that has been increasingly divided e.g. by wealth distribution , opinions on war, gender and racial equalities etc. calling on people to be united is a powerful message to touch their hearts 68% of the voters in 18-24 age group and 69% of 25-29 voted for Obama. Leverage on web technologies like Facebook or MySpace, reaching out to the young target Groups and non voters in the past , engaging their involvement , not only in registering their voting rights but also as volunteer workers for his campaign Strong Media presence and his numerous visits helped to lobby for supports in key swing states. Obama capitalized on his strengths and opportunities to his competitive advantage while effectively turn around his Weakness and threats. Classical example of marketing 4P s , 5P s etc, where People has been the most important P.

He shaped people s perceptions by having been elected as 44th President of USA; Do You still doubt that Marketing is just for Sales & Advertising.