1. Proactive MPR Product introductions or product revisions Credibility accounts for the effectiveness Publicity is the major tool Product releases Executive-statement Feature articles Proactive MPR Widely used forms of publicity in MPR 1

2. Proactive MPR Name 3 ways you will »Successfully garner publicity for Free Rice through these mechanisms »Maintain synergy with overall IMC strategy Product releases Executive-statement Feature articles Proactive MPR Widely used forms of publicity in MPR 2

3. Announce new products Provide relevant information, features and benefit Audiovisual product releases (video news releases, or VNRs) gained wide usage Proactive MPR Product releases Executive- statement Feature articles 3

4. News releases quoting CEOs and other corporate executives May address a wide variety of issues Published in the news section Carry a significant degree of credibility Proactive MPR Product releases Executive- statement Feature articles 4

5. Detailed descriptions of products or other newsworthy programs Written by a PR firm for immediate publications or airing Inexpensive to prepare Proactive MPR Product releases Executive- statement Feature articles 5

6. Proactive MPR Name 3 ways you will »Successfully garner publicity for Free Rice through these mechanisms »Maintain synergy with overall IMC strategy Product releases Executive-statement Feature articles Proactive MPR Widely used forms of publicity in MPR 6

7. Cause-Related Marketing (CRM) Cause-Related Marketing Based on the idea that a company will contribute to a cause every time the customer undertakes some action 7

8. Cause-Related Marketing Cause-related marketing illustration

9. Benefits of CRM Enhance corporate or brand image Thwart negative publicity Generate incremental sales Increase brand awareness Broaden customer base Reach new market segments Increase sales at retail level 9

10. Cause-Related Marketing (CRM) Cause-Related Marketing Think of 3 potential sponsors for whom Free Rice may meet those goals * How will this enhance their brand equity? *Synergy with their overall IMC strategies? 10