The “Great” SOPA Debate January 18, 2012
Posted by Jack Macholl in Uncategorized.2 comments
With all the major issues happening today, oh, like people losing their homes that can’t find decent jobs for one; now those who supposedly represent us are debating potential government regulation of the Internet. SOPA (Stop Online Piracy Act) is the latest frenzy. It’s a sad day when sites like Wikipedia have to shut down in protest to garner the attention of enough individuals so they might pay attention to the latest chapter in lunacy.
Piracy has been around since book printing began. Things do work out, markets mature and sound business minds can navigate through these issues without more meddling. The track record of regulatory failure in Washington goes back for decades- take the mortgage crisis for instance.
Since our leaders in Congress barely represent what most people stand for anyway, It’s time to get focused on what is important-regulators step aside and let leaders in the Internet commerce field fix this.
2011 in review January 1, 2012
Posted by Jack Macholl in Uncategorized.add a comment
WordPress provides an annual summary of your blog activity including stats and the “best of” the prior year’s posts. Check it out- and if you are so inclined pass this along to family, friends or colleagues who can benefit from the information. In 2012 you’ll see new posts, podcasts and video clips on marketing communications, strategic planning and other musings that run through my head.
Happy New Year to you all!
Jack
Here’s an excerpt:
A San Francisco cable car holds 60 people. This blog was viewed about 1,600 times in 2011. If it were a cable car, it would take about 27 trips to carry that many people.
Academic Outreach December 15, 2011
Posted by Jack Macholl in Brand building, Brand personality, Branding, Corporate Social Responsibility, Donor Development, Marketing Planning, non-profit, Philanthropy.add a comment
Graduate Students Giving and Learning
In these times of chronic bad news, cutbacks and political fighting a positive movement has begun with my graduate Integrated Marketing Communication students at Roosevelt University. In lieu of a Masters thesis, students in Roosevelt’s IMC program work on a complete marketing campaign for an actual company.
This year instead of working on an assignment with a corporate partner, we “adopted” a not-for-profit organization WINGS (Women In Need of Growing Stronger). This group located in the northwest suburbs of Chicago provides emergency services, sheltered living, legal help, employment training, child care and job search services for abused women and children.
WINGS creates a large percentage of its operating fund via three resale stores in suburban Chicagoland. Two student teams worked on integrated marketing campaigns designed to raise awareness of WINGS brand, its mission and the wide selection of quality, brand name merchandise available in their shops.
A formal client “pitch” that emulates a “real world” agency new business presentation was delivered to members of WINGS leadership team. An array of low-cost, high-impact creative concepts and “guerilla” tactics- events, advertising and social media approaches to build brand and drive store traffic were delivered for consideration.
In addition to creating a plan book and numerous cost-effective tactical ideas, the students delivered more. Many were so moved by the trials and cutbacks WINGS leadership has been required to make for survival, they opened their own wallets to help. Members of both teams donated bags of “wish list” items and donated clothing that will help meet the daily needs of the women and children served.
The talent and generosity shown renewed my faith and hope that better days are ahead in spite of the madness we see and hear on cable news each day.
The essence of guerilla marketing is action- these talented and generous leaders of the future did just that-they delivered.
To learn more about WINGS and the meaningful work they do, visit
Good news for Seniors December 8, 2011
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Later this month the City of Markham Illinois one of our newest clients is about to open a fantastic new apartment complex for senior citizens.This 80-unit building offers state-of-the art apartment living at affordable rental rates-a real find for anyone seeking independence with the added value of community.
Kudos to Mayor David Webb, Jr. and all the City officials who did not let a recession economy stymie their vision for affordable senior housing in an era of abandoned building projects. Here’s to some good news and best wishes for many years of easy living for those who’ve earned their golden years of comfort.
Markham Illinois-New Senior Living Complex
Yes, a Dollar Matters December 7, 2011
Posted by Jack Macholl in Brand personality, Branding, Corporate Social Responsibility, Donor Development, non-profit, Philanthropy.add a comment
Working in the non-profit sector has opened my eyes not only as a marketer, but also as a human. For many years I automatically said no to the “do you want to add a dollar to your purchase?” question. Today I’m much more in-tune with the tremendous amount of human and financial resources required to provide services to those in need.
This small yet elegant display was at a Jones New York store (instead of sitting in the “guy chair” I elected to do something constructive and take a photo for this post). A tasteful point of purchase display and ribbons attached to the sales ladies clothing set the stage for a friendly ” register ask” to support St. Jude’s Hospital for Children in Memphis.
Certainly the economic times have created a multitude of donation requests from dollars to canned food. I’ve heard many people ask, what difference does my dollar make? A lot when you are on the other side of the equation.
Jobs- Taking Action Across America December 6, 2011
Posted by Jack Macholl in Brand personality, Branding, Corporate Social Responsibility.add a comment
A few days ago Starbuck’s launched createjobsfor USA.org and are presently selling red, white and blue wristbands (Made in the U.S.A.-what a concept) for $5.00 with donations destined to help create and sustain jobs in underserved communities.
The concept of putting Americans back to work has obviously escaped many of our elected officials, so I applaud the efforts of people and companies willing to stand up and help solve the problem versus participate in further divisiveness.
My $5.00 is in and today I put the wristband on. It’s a small statement, but it’s a start.
small Business Saturday November 26, 2011
Posted by Jack Macholl in Brand building, Marketing Planning, Referral marketing.add a comment
Today we all have an opportunity to put some organized focus on supporting local merchants in the neighborhood. Small Business Saturday is more of a statement than anything, but hopefully it will build an awareness of all the things you (likely) need are nearby; being sold by a neighbor trying to carve out a living as a small business owner. The Edison Park Chamber located in my Chicago neighborhood is distributing a punch-card, offering a premium for visiting multiple merchants in the area . This is 101 marketing, (not expensive) merchants working together to gut through challenging times is just what we need to stimulate store traffic. 
http://www.edisonpark.com/
So today I started with breakfast at Mac’s Cafe, a classic old diner that was remarkably busy. It’s on to some small merchants for a few Christmas gifts.
Ready to join me?
The Season of Helping November 25, 2011
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A cab driver told me a story a few days back that I’ve been mulling around in my mind for a while now. It was about a 90+ year old man he picked up and drove to a cemetery to visit his late wife. After a few moments of reflection the cabbie drove him to CVS Pharmacy and another stop to make a photocopy of a document. All told these errands cost just south of $60 in cab fare. We talked about getting older and becoming dependent on people as our generation will likely outlive that of our parents by many years. Outliving your money is a legitimate concern, one that will mushroom as “boomers” retire in the next decade.
Over the past few days media reports have been fixated on “Black Friday” and all the retail speculation about the “season of giving” ahead. I’ve decided to start a mini online crusade of my own- the Season of Helping. It can be anything; offering an elderly person a ride to the store, changing a light bulb for someone too weary or unable to climb the step-ladder, help with confusing Homestead Exemption Act forms, raking leaves- anything helpful.
There is so much divisiveness and fixation on the material in the today’s world; we need some positive thinking and old-fashioned helping to get things turned around.
What do you say? Who’s in?
Marketing Communication Objectives October 6, 2011
Posted by Jack Macholl in Brand building, Branding, Marketing, Marketing Planning.Tags: Marketing communications, Marketing Communications Objectives, Small business
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After a presentation I gave the other day a few folks stopped by and asked me to expand on a couple of thoughts regarding the marketing planning process. Since we’re all overloaded these days, a little review never hurts.
It’s important to remember that objectives are measurable and are really designed to make people accountable for results. To be brief, marketing communication objectives typically solve the following :
- Driving “action” or traffic to a physical location or website
- Promoting product or service trial
- Establishing general awareness of a business or non-profit group
- Establishing or regaining trust
At the cross roads...
