PRSA Luncheon on M&M Brand Equity: “INNER M” PR Campaign

In January 2007, the M&M Brand launched the “Inner M” campaign with a 50-foot Lady Liberty “Inner M” floating down the New York Harbor. This event, along with an ad on American Idol, kicked off the official “Inner M” advertising and public relations campaign.

From a nation-wide survey taken before the campaign kick-off, Mars found out that 99.1 percent of American’s were already aware of the M&M brand. The M&M brand is even as well known as Mickey Mouse and Santa Claus.

The focus of the campaign was not so much in re-branding the M&M but reviving publicity and advertising efforts that built on the target demographics already-existing knowledge and feel-good attitude towards the brand, but increased their interaction with M&M.

Mars had to find a way to make a connection with the M&M and ‘fun.’ Planet M was created for people to invent their very own M&M character. Available at http://www.becomeanmm.com/, Planet M provides body types, eyes, arms and accessories to encourage Americans to liberate their ‘fun’ side.

“Inner M” branding efforts greatly surpassed their initial goal of reaching 60 million media outlets across the U.S. They successfully made more than 100 million impressions in the top 25 markets with 100 percent of articles delivered carrying the “Inner M” key messages.

Aside from the media publicity, the Planet M web site surpassed 3 million visitors in the first month alone, three times the monthly average. Consumers were online an average of 11 minutes creating their “Inner M” character. Sales also increased compared to January 2006.

According to post-survey results, “the campaign did drive home messages of ‘fun,” said Kopkowski.

Today, due to all the event buzz, knowledge and awareness of the campaign, “Inner M” continues to live on. Mars is always looking for ways to resonate beyond just PR and Advertising.

“As long as we see new avenues for it, we’ll keep going,” said Kopkowski.

IABC/Atlanta "Be Heard" Luncheon with Charles Hayslett

Feb 26 - "Be Heard" Professional Series
The Atlanta Chapter of the International Association of Business Communicators (IABC)

Networking and registration begins at 11:15 a.m. and meetings adjourn at 1 p.m. Lunch is included.

The February meeting will be held at:

Maggiano's Little Italy - Perimeter

4400 Ashford Dunwoody Rd., Atlanta, GA 30346

Listen to a podcast interview of Charlie Hayslett previewing the event.

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Weathering the Storm: The Role of the Communicator when Disaster Strikes
On March 1, 2007, one of the most powerful tornados in Georgia history scored a direct hit on Sumter Regional Hospital in Americus, Georgia. In a matter of minutes, the only hospital in Sumter County was essentially destroyed (insurers would later declare it a total loss). On the following Sunday morning, Sumter Regional CEO David H. Seagraves called Charlie Hayslett at home and said: "I've got to have some help."

In the wake of the storm, the communications challenges were overwhelming. Media were swarming all over the place. Patients didn't know where to go for medical services. Local physicians -- always hard to recruit to rural areas -- were watching their practices evaporate. The hospital's employees were worried about their jobs. And local leaders were worried about what the loss of the community's only hospital would mean for the local economy.

Hayslett, CEO of the independent Atlanta-based communications agency Hayslett Group LLC, pulled a team into the firm's office that Sunday afternoon and had a counselor on the ground in Americus Monday morning. Since then, Hayslett and his team have helped manage Sumter Regional's communications through what can perhaps best be described as a slow-motion crisis that continues to this day. Says Seagraves: "The Hayslett team has been invaluable in our tornado recovery efforts. Without their help, we simply would not have been able to effectively respond in a timely manner to the communication and information needs of our many stakeholders."

Valuable lessons on role of communications in crisis stabilization and recoveryAt the IABC/Atlanta February luncheon, Hayslett will talk about his firm's involvement in tornado ravaged Sumter Regional Hospital's recovery effort. If you are involved in media relations, employee communications, community relations, or corporate affairs, you won't want to miss this chance to see how a tornado threw them all together and made communications more important than ever for a small rural hospital.

About the Speaker

Charlie Hayslett is chief executive officer of Hayslett Group. He oversees communications planning for many Hayslett Group clients, and has been integrally involved in the firm's work for the Georgia Department of Transportation's 511 travel information service, Work Zone Safety and LUV the HOV campaigns, the Metro Chamber of Commerce Clean Water campaign, the Georgia Research Alliance, the Georgia DHR's Statewide Trauma Awareness campaign and the Georgia Alliance of Community Hospitals, among many others.

Before setting out on his own in 1994, his communications management experience included tours of duty with Cohn & Wolfe, Citizens and Southern National Bank (now Bank of America), BellSouth Corporation (now AT&T) and Fleishman-Hillard. Prior to entering public relations, Charlie worked for more than a decade as a newspaper journalist, covering government and politics for The Atlanta Journal in Atlanta and Washington, D.C. He has more than 25 years of communications experience. Charlie is a member of the Metro Atlanta Chamber of Commerce, the International Association of Business Communicators and the Public Relations Society of America. He is a past member of the board of the Henry W. Grady College of Journalism and Mass Communication at the University of Georgia and holds a bachelor's degree in journalism from the Grady College

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Volunteer of the Month

Hayslett Group's Director of Creative Services, Michelle Clark, has been named Volunteer of the Month by Cochran Mill Nature Center.

The Center, located in South Fulton, has been a passion of Ms. Clark's for four years now. She both volunteers at the center and provides pro-bono communications services through Hayslett Group. Hayslett Group's CFO, Denise Grove, is also active at the center, serving on the board as vice president and providing pro-bono accounting services.

Congratulations Michelle!

Newsmaker Luncheon featuring House Speaker Glenn Richardson

Hayslett Group attended an Atlanta Press Club luncheon on January 24, featuring Glenn Richardson, Speaker of the House. Here’s a quick summary of his main points:

Richardson opened by expressing a need to “get things done”. Aware of the problems at hand, he acknowledged the tough decisions to come in 2008.

He introduced education as the state’s most important topic. Today, 51 percent of high schools are unsuccessful in graduating -- more than 40 percent of Georgia residents. Only 20 percent of those graduating high school will go on to graduate from college. Richardson discussed a proposed BRIDGE program to offer alternatives to students.

Richardson briefly touched on Georgia’s water problem and announced a proposal for reservoirs in local communities and the deepening of Lakes Lanier and Allatoona.

During discussion on the state of Grady Hospital, Richardson informed the audience that Grady can create a not-for-profit board or expect the state to do so for the hospital. He emphasized that Grady has funding if they are willing to make changes and help themselves. According to Richardson, there have not been enough steps made yet.

Another statewide concern is implementation of a trauma care network. The problem isn’t wanting a trauma network, but the willingness to pay for one. According to a statewide survey, 29 percent of Georgians would support a $200 increase in fines for speeders. On the other hand, 32 percent of voters marked, “I won’t support any fees.” Richardson briefly discussed his effort to add ten dollars for every car registered in Georgia. He feels the increase is relevant because many trauma cases involve auto travel.

His talk ended on the lack of transportation improvements. Accountability is key to ensuring promises made are backed by actual funding. According to Richardson, the General Assembly has studied the transportation problem and is ready to make recommendations and move in the direction of solving this issue. This topic should be on the 2008 ballot now; the state can’t wait three more years.

Richardson concluded by agreeing to accomplish getting these difficult issues to the floor, even during the election year, because he has the “passion and belief that a leader is supposed to lead on issues.”