the sally sisson blog


June 19, 2012

Content marketing + cause marketing: Public relations with a purpose

content marketing for SUBWAY

Copywriting + corporate clients

Around this time last summer, I was busily dealing with my own child’s end-of-school activities while developing a year’s worth of content for SUBWAY Kids™ (via the Boston office of ad agency Jack Morton Worldwide).

For the Random Acts of Fitness for Kids™ project, developed to promote physical fitness and healthy habits in elementary schools throughout the U.S., I devised 365 “random” content snippets, 52 weekly activities, 12 mini field day activities and a culminating field day program. I also wrote copy for a teacher’s guide, teacher calendar and planner, classroom poster, and collateral for teachers and parents. All in about two weeks while trying to leave on my own summer vacation. Phew.

Cause marketing + bonus branding

content marketing for Subway KidsSUBWAY® Restaurants has had a successful string of win-win partnerships with select organizations and government institutions, and is now widely known for its commitment to the fight against childhood obesity.

For the Random Acts of Fitness and related campaigns, SUBWAY Kids™ partnered with We Can!™ (a National Institutes of Health (NIH) program), the American Heart Association and Little League® Baseball and Softball.

For another campaign on conservation, it partnered with The Nature Conservancy to provide reusable lunch bags and educate kids about the importance of recycling, reusing and reducing waste. [See my blog post: Earth Day interactives: Copywriting with a conscience for corporate clients.]

The SUBWAY restaurant chain is now the largest in the world. According to the Wall Street Journal it surpassed McDonald’s last year as the world’s largest chain, in units sold. Not that it can be attributed to savvy cause marketing, but heck, they must be doing something right in the brand department.

Useful content for a range of constituents

June is field day season in American elementary schools, and also a time when restless kids get summer fever. The “Random Acts” guide also features quick exercises and activities that kids can do in the classroom to get their bodies moving and minds re-focused.

It also extends into the summer months, with ideas for at-home activities and seasonal recipes right through the last days of August, when kids are bored and restless once again, waiting for school to begin…

Happy summer!

(This year, I’m outa here!)

 

 

 

 

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April 22, 2012

Earth Day interactives: Copywriting with a conscience for corporate clients

I’ve worked on a few copywriting and content development projects for SUBWAY® Restaurants and their SUBWAYkids.com group over the past year (via the Boston office of ad agency Jack Morton Worldwide).

My latest project, an interactive game and content for a campaign developed with The Nature Conservancy, the world’s leading conservation organization, is now live on the site. This spring, every SUBWAY Fresh Fit for Kids Meal comes in a reusable meal bag with a special code to unlock the interactive game and bonus eco-facts and video clips.

“With your help, we can work to reduce, recycle and reuse—and clean up the planet.”

Kids play the “Eco-Quest” by picking up pieces of trash along their journey through habitats on three levels: land, air and sea. With each clean-up or successful answer to a question, users are rewarded with an ec0-fact or a downloadable Nature Conservancy feature on an endangered or at-risk animal whose habitat is threatened by pollution. Check it out at www.subwaykids.com.

Pretty basic, as it’s designed for younger users, but kind of fun. And it was definitely fun to work on. Kudos to big corporations like SUBWAY for catching on, cutting down on waste and encouraging the use of reusables.

Speaking of Earth Day and jumping on the green bandwagon…

The Earth Day content I wrote a couple years ago for the Think Green website, developed for Discovery Education in partnership with Waste Management, is still live on their site. Check it out if you’re looking for creative activities for grades K-2, 3-5, 6-8 or 9-12. The content is evergreen because, as they say, every day is Earth Day.

By the way, Waste Management, the largest recycler in North America, is offering discounts on battery recycling kits for business as a special Earth Day promotion this year. Find out more about this and other features, like recycle-by-mail programs, at www.wm.com.

ThinkGreen.com: Earth Day Ideas

 

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December 1, 2011

Web content and the eternal home page question: How much is too much?

 

education websites | xkcd venn diagram

I love this Venn diagram by xkcd. It was projected on the wall at the start of a Future M seminar I attended this September called “Beyond the University Website – The Future of Digital Marketing in Higher Education.” This image keeps coming back to me, in content decisions for both edu and B2B.

Sponsored by ISITE Design, and moderated by chief strategy officer Jeff Cram, the panel included Mike Petroff, Web and Technology Enrollment Manager at Emerson College; Perry Hewitt, Chief Digital Officer at Harvard; Gene Begin, Digital Marketing Director at Babson College; and Tom Baird, Vice Chancellor of University of Michigan Dearborn.

Content Overload? It’s all about balance.

I’ve been working on content strategy, optimization, writing and editing for an independent preK-8 school website this year and am about to begin on one for an independent high school. Funny how, regardless of the size of the school, the home page issues always seem to be the same.

How to balance content for current vs. prospective students and constituents? How many news feeds, blog feeds, photo and video galleries do you really need? How can we make sure it’s all optimized for search? What is the true purpose of the home page anyway? How much is too much?

I’m knee-deep in content migration from one CMS to another on the above mentioned website, but once I come up for air I’ll grapple with this question some more. Got any formulas for success? Would love to hear them.

FutureM wrap-ups:

Here are a couple good summaries of the FutureM seminar, along with some choice tweets on CMS quandries (as universal as the homepage ones, it seems to me), mobile stats for edu, and the need for social strategy:

Open Parenthesis: Future M on Higher Education
post by John Eckman of ISTE

Inside FutureM: Digital Marketing and Higher Education
post by Erik Devaney on New England Post

 

 

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