County of San Diego

Top posts (2 each)

5 recommendations per city

1.      Post more pictures ( to have even distribution of video and shared links)

2.      Engage more with the country residents by providing feedback in comments

3.      provide more info about the page

4.      add county’s address and contact information

5.      provide info on upcoming city events and activities

What they should be doing better?

·         open the facebook page to be more inviting to residents and be easily available to contact

·         include phone number, address and link to main sites

What they should continue doing?

·         keep posting on public health safety (such as zika) and information ( voting polls and programs that offer help)

What one county is doing better than the other- specific examples?

·         Should provide the county main website

·         Posts more per day

·         Posts are more serious but informative for the county residents, such as adoptions, safety concerns, where to vote, health measures

What both do to improve?

·         Grab the younger audience attention

·         Post more pictures

·         Post more often -last post was Nov. 10th

City and County of San Francisco

Top posts (2 each)

5 recommendations per city

1.      posting more often keeps the resident informed on the city events and public health concerns

2.      engage with county residents more often to get more likes per post

3.      add same amount of pictures than videos to even out page

4.      add more informative information to get more shares

5.      follow more governments and county facebook pages

What they should be doing better?

·         should be posting regularly and not monthly

·         Post more about public health and safety

·         Begin posting more serious posts on public health, instead of city events

What they should continue doing?

·         keeping the facebook page open and easy to contact and interact with the county

·         providing the address of the county main office (civic center)

·         Continue posting small inspirational quotes (san. Fran. Has high suicide rates according to city-data.com, ranking 31 in the US)

What one county is doing better than the other- specific examples?

·         Has county website link

·         Has more likes

·         Post only once a week

·         Uses hash tag

·         Provides more info about the city

What both do to improve?

·         Be more engaged with county residents by being more active

·         Post more often-Last post was Oct. 23rd

When comparing San Diego and San Francisco County’s top 5 Facebook posts, the first thing I noticed is that San Diego had more posts that were updated recently in their top 5 than San Francisco had.  More people liked San Diego County’s posts within the past month than within the San Francisco community. Another thing I noticed right away was that San Francisco’s top liked posts were more community involved versus individually involved posts. Something that San Diego can work on is posting more about what the community is doing at any given time. San Diego has some great community aspects around it such as Petco park and the Padres Foundation, Quartyard in the Downtown area, multiple dog parks, and lots of craft breweries that love to honor themselves. There are multiple events going on at any given week and San Diego would be at an advantage if they posted more about what the community it doing around it. San Francisco on the other hand didn’t have as many likes or share as San Diego did. It would be beneficial of them to possibly post things at a critical time or hour to gain more attention from the Facebook user.  If San Francisco could improve their likes, comments and share rate, the articles are more likely to pop up more frequently on a persons page as advertisement. One thing that San Francisco had on San Diego was a high character count per article. This can be a benefit or a downfall to gaining attention of a reader. Some people prefer an article to be short and sweet and others like tons of details. I think it would be beneficial for San Diego to vary their article size more often. It might attract other readers and thus encouraging more likes, comments and shares. One final thing the County of San Francisco can improve on is how frequently they post. In comparison to San Diego, the County of San Francisco post almost half as much as San Diego does. This relates to videos, links, articles etc. If they could increase how often they post it would increase the viral activity among their community.

Sell:

I believe that the goal of this communication piece is to sell stuff because it is asking if someone is beach body ready and has the weight loss collection of pills in the right hand corner. This is implying that the pills will help someone lose weight. The destination of this ad is to increase the personal relevance of the health topic. This ad causes someone to ask themselves that question about their body, and if they do not think so, then they will look into the pills, if they choose to. The channel of this piece is display print, and it matched the intent of the piece well because when people are walking past it, it will catch their attention to read it very quickly and keep walking.

Inform:

The goal of this New York City subway ad is to inform because it is informing people that portions have grown and so have Type 2 diabetes. It also informs people of what number to call for a Healthy Eating Packet. The destination is to increase awareness of this health issue, and to show how important it is. The channel of this piece is display print, and it matched the intent of this piece well. There aren’t too many words to read, so the person walking by can quickly read what it says and keep walking. Also, it was placed in a New York City subway, so while someone is waiting for their train to arrive they can read it.

Change Behavior:

This communication piece is an example of change behavior because it shows a car accident as a consequence of drunk driving. Most people don’t want to get into big car accidents, so they will try to avoid drinking and driving. The destination of this ad is to model the behavior and consequence. The ad shows a car accident due to drinking and driving. The ad even mentions how stupid it is to drink and drive. The channel of this piece is display print. I think it matched the intent of the piece well because there are only two words on this ad. It says absolute stupidity, and the shape of the bottle in the picture is shaped like an Absolut vodka bottle. It is very quick to put together and understand the concept of this piece. People don’t need to stop to read it and understand what is going on.

Entertain:

The goal of this piece is entertain because there isn’t a big and clear message on this ad. The destination is activation and to model a certain behavior. It starts off with a big man at the top to form the word, “FAT,” then, he gets skinnier to still form the word, “FAT,” and then the last word says, “FIT.” The behavior that is being modeled is losing weight. The channel of this piece is display print. It matched the intent well because it is saying that to lose weight, you could go to that specific gym. People quickly looking at it could understand that if they want to lose weight like the man in the ad did, they could go to that gym listed at the bottom. It does not take a long time to read and understand what is being said in this ad, so display print was a good idea.

@globalcommunicationproject

Goal 1: Sell

1. The piece’s goal is to sell e-cigarettes as an alternative to cigarettes because it presents a “vape life community” indicating that if you buy vapes, you will be part of something bigger. 2. The destination is activation as it is somewhat motivating a smoker to quit smoking cigarettes and move on to smoking vapes, but not entirely because the e-cigarettes mimics the act and still contains some amount of nicotine levels. 3. The channel is probably shown at places that sell cigarettes like smoke shops and liquor stores. This ad can also be shown on public billboards. I think it matched the intent because the ad uses hot girls, fun party music with DJs, and nice cars to entice the audience into believing that e-cigarettes and vapes correlate to this ideal lifestyle.

Goal 2: Inform

1. Sesame Street’s Healthy Food campaign’s goal is to inform toddler and elementary-school age children about healthy food because it shows the types of fruits and vegetables in happy friendly matter. Cookie Monster raps “you’d feel just great if you’d eat some healthy food” while it is informing, this video is also promoting changing behavior to eat healthy food rather than just cookies and other junk food. 2. The destination is advising, increase awareness of having a healthier diet, and activation, motivating children to try and eat healthy food. 3. The channel is shown on television on PBS kids and on Sesame Street’s personal YouTube channel that is easily accessible at multiple times for parents to show to their children. I think it matched the intent because it uses lovable characters like Cookie Monster and vegetables and fruits that are life-like to humorously entertain and maintain the children’s short-span attention.

Goal 3: Change Behavior

1. The “If you love it, click it” campaign that promotes passenger safety’s primary goal is to change behavior because many people do not see the severity of the dangers in not using your seatbelt. It is promoting the usage of seatbelts for things you love like a toy, football, guitar, and children. 2. The destination is activation because the ad is motivating the audience to use the seatbelt as a protection as an act of love. 3. The channel is shown on YouTube that can be easily shared/re-shared, tweeted/retweeted multiple times. The best social media platform would be Facebook since people with children are on the platform. I think it matched the intent because it uses real people that are relatable and who have happy faces to correlate happiness and using a seatbelt.

Goal 4: Entertain

@globalcommunicationproject

CO Announce: 

This poster lets you know directly that if you’re dealing with suicidal thoughts or depression, you have someone to reach out to.  The poster also lists a contact number and lets you know that if it is urgent, you can get critical information at that very moment.  

CO: Advise: 

https://www.acog.org/-/media/Departments/ACOG-Rounds/MentalHealthAwareness-large.ashx

This poster gives out a fact, stating that perinatal depression effects 1 in 7 women, and advises being screened for depression at least once.  The website is listed as well as the organization that is making this flyer.  

CO: Activate

This flyer shows certain people at risk, which can be family, friends, children and others.  This gives a person a little more responsibility as to why they should get a flu shot and encourages them to get it soon.  

CO: Advocate

This flyer is great because it talks about Black Lives matter and explains what that means.  Often it is confused with only thinking that Black lives matter more, but this flyer debunks that and explains that we are focusing on an underserved population; advocating for them.  

CO: Combined objectives

The flyer below combines advise and activate.  This flyer lists a fact, ½ sexually active will have an std by age 25 and won’t know it, it is then followed by, “get yourself talking today,” to push the reader to want to know more and get tested.  It lists hot topics and questions that are commonly asked to get the reader really thinking.  

I agree with the “advise” advertisement as well. Having the 7 figurines of women, with one shaded, gives a visual on how many woman are affected by perinatal depression.

The advertisement chosen for “activate” is a little much, but overall is full of a lot of information. I think a simpler advertisement would maybe work better when trying to “activate,” but maybe some people want a lot of the information on flu shots, and therefore would like this type of flyer or advertisement. 

For your last two of “advocate” and “combined objectives,” I think both advertisements/flyers work well. I like how the “combined objectives” targets both STD’s and a certain age group with one ad. I think the target population as well as the topic of STD’s works very well with the advertisement. 

Piece 1

McGuire perspective: This ad uses the campaign objectives announce and activate to get the audience to identify the message and seek out help for mental illness

Kotler perspective: This message displays the place component of the message in which the audience member can receive a service or product for their mental illness.

Piece 2

McGuire: This ad displays the combined objectives of activate, persuading the audience that meat is as harmful as smoking in terms of heart disease and cancer and advocate, promoting the social view of veganism.  

As far as the second advertisement, it makes no sense putting a child smoking a cigar and comparing it to eating meat. You say that the advertisement is “persuading audience that meat is as harmful as smoking . . “ The advertisement may say that, but there are no facts or even a website to see if that is true. I do not know what your take is on the advertisement, but to me, it is not a very well thought advertisement, and is hard to compare it to Kotler’s 5 P’s or McGuire’s perspective.