Unit 3_Part 3, An Advertising Campaign For A New Political Party

Posted on July 28, 2010. Filed under: Advertising, Communications, Law, Magazines, Mass Media, Newspapers, Placement, Print Media, Radio, Television, Web | Tags: Advertising Campaign, American Citizens Alliance Party, Democrats, Independents, Llibertarians, Political Party, Republicans, SWOT, Target Audience, Tea Party, Viral Advertising, YouTube |

Unit 3_Part 3, The Advertising campaign, final

In the previous 2 assignments focused on creating an Advertising Campaign, and you had the opportunity to create a mock campaign to fix a reputation.
For this assignment, you get to be a little creative.  
 

Assignment: There are many reasons to create an advertising campaign Here are just a few examples: to respond to a crisis (like the Wal*Mart Campaign), to promote a new product or service, to promote a political candidate or proposition, or to get new customers.
Go to Google Images, and type in Proposition 8.
Look at all of the different ads for and against Proposition 8 in California.  
 

I want you to pick a product, service, political candidate or proposition, and create a SWOT analysis and outline a mock campaign (similar to the Wal*Mart campaign you created).
Just like the previous assignment, you will need to determine your audience, brand, key platforms and cost estimate.  
 

Have fun with this one! Chose something you are interested in! (A store, brand of clothing, designer, politician, restaurant, etc…)  
 

This is due Thursday, July 29 at 5 p.m.  
 

Executive Summary

Proposition: The formation of a new American political party with the Tea Party movement as its political base.  
 

Brand Identity or Party Name: American Citizens Alliance Party. 
 

Target Audience: American voters including current and former Democrats, Independents, Libertarians, Republicans, and Tea Party Patriots.  
 

Slogan: Put ACAP On… Federal Government Spending, Taxes, Deficits, Bailouts, Debts, Entitlements, Regulations & Subsidies. 
 

Tagline: Faith, Family, & Freedom First. 
 

Song: WE THE PEOPLE by Lloyd Marcus, NEW Tea Party Unity Song
 

 
 

 
 

Political Party Positioning: Right of center traditional classic liberal/libertarian individualist
 

Key Advertising Platform: Initially an online viral marketing campaign with videos on YouTube supported by a web site. Once enough contributions are received online, a local and national radio advertising campaign on various talk radio shows.  
 

David A. Aaker and Erich Joachimsthaler in their book Brand Leadership states that: 
 

 “To be effective, a brand identity needs to resonate with customers, differentiate itself from competitors, and represent what the organization can and will do over time. Thus the strategic brand analysis helps the manager to understand the customer, the competitors, and the brand itself (including the organization behind the brand. …” 
 

“…In order to be communicated effectively, a brand identity needs to be punchy, memorable, focused, and motivating. ” 
 

A new political party needs to appeal to a broad spectrum of voters or American citizens and bring them together into an alliance to achieve one or more  political goals. 
 

The primary and recurring complaint of those attending the tea parties is the Federal Government is out of control with massive and increasing government spending, deficits and rapidly rising National debt. 
 

Tea Party Confidential: Live From the September 12 Taxpayer March on Washington

 

Taxpayers Gather To Protest Spending, Taxes, Growing Debt

 

 
 

The two major political parties in the United States, the Democratic and Republican parties, were primarily responsible for this fiscal irresponsibility, resulting financial crisis and economic recession/depression. 
 

The new political party’s base is the  tea party movement, which was profiled by Gallup: 
 

Ask Frank: Tea Party Profile

 
 

 
 

Tea Partiers Are Fairly Mainstream in Their Demographics

Skew right politically, but have typical profile by age, education, and employment

“…Tea Party supporters are decidedly Republican and conservative in their leanings. Also, compared with average Americans, supporters are slightly more likely to be male and less likely to be lower-income. 
 

 
 

In several other respects, however — their age, educational background, employment status, and race — Tea Partiers are quite representative of the public at large. 
 

 
 

The vast majority of potential party members want limited government with surplus or balanced budgets, and restoration of Constitutional limits on government spending and taxes. 
 

Tea Party Profile: Many Ways To Describe A Movement

“…The number of people who say they’re part of the Tea Party Movement nationally has grown to 24%. That’s up from 16% a month ago, but the movement still defies easy description.
 

Some on the political left see nothing but hate, while some on the right see a threat to Republican prospects. Others see a grass roots movement that is challenging a corrupt Political Class and trying to save the nation from politicians.
 

New data from Rasmussen Reports national telephone surveying provides some glimpses into the Tea Party movement:
 

· Among those who are part of the movement, 89% disapprove of the way that Barack Obama is handling his job as president. That figure includes 82% who Strongly Disapprove.
 

· Only four percent (4%) believe the nation is heading in the right direction, while 96% believe it is off on the wrong track.
 

· Ninety-four percent (94%) believe the federal government has become a special interest group that looks out primarily for its own interests. That view is held by 67% of all voters nationwide.
 

· Seventy-four percent (74%) believe that government and big business work together in ways that hurt consumers and investors. That’s very close to the national average. Sixty-nine percent (69%) of all voters hold that view.
 

· Ninety-six percent (96%) of those in the Tea Party movement believe America is overtaxed.
 

· By a 94%-to-one-percent (1%) margin, those in the Tea Party movement trust the judgment of the American people more than America’s political leaders. At the other extreme, among those who don’t know anybody in the Tea Party movement, 54% trust the people, and 24% trust the politicians.
 

· Eighty percent (80%) in the Tea Party movement are white. Six percent (6%) are African-American.
 

· Fifty-five percent (55%) of those in the Tea Party movement are Republicans, 14% Democrats. Keep in mind that 75% of Republican voters say that GOP leaders are out of touch with the party’s base.
 

· Seventy-eight percent (78%) are politically conservative. Other research has shown that more than 40% of conservatives nationwide do not consider themselves Republicans. …”
 

http://www.rasmussenreports.com/public_content/politics/general_politics/april_2010/tea_party_profile_many_ways_to_describe_a_movement
 

American Tea Party, Two Trillion Tons

  
 

American Tea Party Anthem (with words) by Lloyd Marcus

 
 

Tea Party Member Stuns Crowd! ORIGINAL!!!

 
 

The brand identity or party name, American Citizens Alliance Party, differentiates itself from the Democrats and Republican Parties by focusing or targeting American Citizens, potentially all American voters, and bringing them together in an alliance. 
 

The American Citizens Alliance Party has the acronym, a word formed from the  initial letters of the party name, of ACAP. 
 

The ACAP acronym uniquely captures the primary goals of the new party, namely to put a cap on Federal Government spending, taxes, deficits, bailouts, debts, entitlements, regulations, and subsidies. 
 

A political party or brand needs to have a slogan and tagline. 
 

Steven Cone in his book Powerlines: Words That Sell Brands, Grip Fans, and Sometimes Change History provides the following useful definitions: 
 

“…powerline. A written or spoken phrase, line or expression so artful and so compelling that it becomes the line that comes first to mind when people describe the era when it first appeared. In marketing, a uniques brand signature that sells a person, place, product, or service more effectively than the lines used by competitors because the brands and brand promises it defines are unforgettable. 
 

slogan. A memorable phrase expressing an idea, purpose, or claim. From the Scottish Gailic word sluagh-ghairm, pronounced slogorm, the word slogan means “battle cry.” A political slogan almost always focuses on a goal or belief, whereas slogans used in commercial advertising claim special qualities for a specific product or service. 
 

tagline. A slogan that is trademarked and exclusive to commercial advertising and promotion. It is a claim about exactly what the branded product or service stands for, as well as a promise of what to expect when experiencing the brand first hand. 
 

motto. An expression of a guiding principle of a family, club, organization, or government. Once inscribed on a badge, banner, coat of arms, monetary instrument, or license plate. Some slogans and mottos are one and the same and in these cases, the terms are interchangeable. 
 

jingle. An advertising slogan or tagline set to a short melody. …” 
 

Source: Powerlines, page xiii 
 

The slogan for the American Citizens Alliance Party is Put ACAP On… 
 

The tagline for the American Citizens Alliance Party is Faith, Families, & Freedom First 
 

The American Citizens Alliance Party currently has no budget for advertising. 
 

Therefore this new political party must at first rely upon free advertising of the party over the internet. 
 

The video site YouTube will be used for a distribution channel for a viral marketing campaign. 
 

American Citizens Alliance Party SWOT Analysis  
 

Strengths  
 

The general public has no preconceived ideas as to what the political party supports or opposes.  
 

No past track record to defend.  
 

No responsibility for the current financial mess in Washington, D.C.  
 

   
 

Weaknesses  
 

No human resources  
 

No financial resources  
 

No organization  
 

No message  
 

No party identity  
 

The general public is totally unaware of a new political party’s existence.   
 

Opportunities  
 

Both the Democratic and Republican parties have lost membership and registered voters during the last ten years as more voters become independents.  
 

The independents together with both Democrats and Republican who are dissatisfied with the direction and policy positions of their respective political parties on a number of issues are searching for candidates for public office from another political party.  
 

  The Tea Party movement needs as soon as possible to grow into a new political party reflecting their primary concerns and values.
 

Threats  
 

The Democratic and Republican parties are the primary threats with the Libertarian party being a secondary threat or a possible ally.
 

Existing Federal and State election laws favors the Democratic and Republican parties over any other political parties  
 

The Secretary of States responsible for state and Federal laws and regulations for each state are members of the Democratic or Republican parties.   
 

Active supporters and campaign contributors to established political parties. 
 

Statists–domestic and foreign.
 

Military industrial Congressional complex.
 

Neoconservatives.
 

Progressive Radical Socialists.
 

Political class and elites.
 

Big Media
 

Academia
 

Lobbyists. 
 

Large corporations.
 

Union leaders.
 

Trial lawyers.
 

Advertisement:  
 

PUT

ACAP 

 On…

Federal Government Spending, Taxes, Deficits, 

Bailouts, Debts, Entitlements, Regulations & Subsidies

  
 

“A wise and frugal government, which shall leave men free to regulate their own pursuits of industry and improvement, and shall not take from the mouth of labor the bread it has earned – this is the sum of good government.” 
 

~Thomas Jefferson  
 

  
 

American

Citizens

Alliance

Party

 

 Democrats, Independents, Libertarians, Republicans, & Tea Party Patriots

 

 Welcome Home

 

Join & Vote

 

American Citizens Alliance Party

Faith, Family & Freedom First

 

www.acap.com

 

 The above advertisement would be run once the viral marketing campaign promoting the party receives enough contributions to go forward with a radio spot campaign on local talk radio shows and followed up  with print ad in local newpapers.
 

  
 

  
 

Background Information

 Dems Up in Generic Ballot, But GOP Has Enthusiasm Edge

   
 

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