The class is still going at the speed of light but I am really loving it! I think this class is by far the most useful of the semester and one that will actually help us in the real world - the case studies, class visits, and anecdotes from Professor Jarmon give the class a greater purpose than just talking about communications theory. Instead of hypothesizing, we are actually practicing what we know and thinking strategically. While I know that theory is necessary, the ability to effectively apply it is what determines success, and I think we are really getting that experience in this class.
In terms of Dove's women's branding, I have delved more into their "Self-Esteem Makes Girls Unstoppable" campaign and saw that they have issued a PDF guide specifically for mothers with suggestions on how to heighten the self esteem of their daughters from ages 11-16 (the pdf can be found here: http://promo.dove.us/GirlsUnstoppable/PDFTracker.aspx). I thought this was really interesting because the guide isn't for parents - it's for mothers. Clearly, Dove is laser focused on their female targets and have women's branding down to a T. This PDF reminded me of what we discussed in class today about the feminine product company having an online space for young girls to ask questions without feeling insecure about feminine hygiene products. Clearly Dove is targeting the same group of girls and looking for the same result - to be a source of authority and comfort for a group of girls who will then become lifetime consumers of Dove products when they become "women". This will establish a longterm, emotional relationship between Dove and the women who come to them for a mutual sense of understanding when it comes to beauty. I think the idea is quite smart; Dove is being socially responsible while utilizing the psychographics of a particular audience segment (teenage girls), landing Dove with the right credentials for both moms and girls alike. Since moms will probably be buying products for their daughters as well, speaking to not just the teenage girls but their mothers positions Dove again as an all-knowing, "here to help" brand looking to become a part of your daily life. They are also seeking to help strengthen the bond between mothers and daughters - an important aspect of any woman's life.
On another note, I absolutely LOVED going to Cohn & Wolfe today! While I had no doubt that PR is where I want to be in the communications field, today's visit really solidified that for me. I love the mix of people skills, intuition, media relations and passion that are required to be in such an "on your toes" environment. While I can't see myself at Cohn & Wolfe per se - I am more interested in entertainment and politics and can't really see myself being happy pitching consumer products or healthcare - the passion and drive of everyone that worked there really clicked with me and made me even more sure that PR is the place for me. However, I wouldn't say that Cohn & Wolfe is exclusively a PR firm - as we learned from Amy's presentation on Comfort Suites, they really utilize a mix of their talent's skills to provide the highest level of marketing and PR for their clients. The scope of their practice was what I expected in terms of what the workload consists of, but I was shocked and impressed by the scale of their healthcare division. I also found the two presenters who told us about their healthcare experience to be incredibly well spoken and very interesting.
There are also both opportunities and challenges in serving a diverse roster of clients. Gaining experience working with different organizations and their idiosyncrasies prepares you to feel confident working with all types of different people; you also become a skilled multi-tasker and learn to prioritize and manage time effectively by working on multiple accounts. Conversely, people who are really have a vested interest on one particular project might feel discouraged or upset when they have to move on to a new one, or the constant change might not jive with everybody. I personally think I might enjoy in-house more because I don't know how I would feel switching focus all the time, but I see both virtues and drawbacks of a firm and think that it is a dynamic and inviting environment with bubbly people!
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