Test 3

Family Research Council

- Generates false reports about the LGBT community based on discredited research and poor science - Intention is to denigrate LGBT people - Employ "policy experts" whose "research" allows them to be active in public debate - Leaders often testify before Congress and appear in mainstream media - Battle against same-sex marriage, hate crime laws protecting LGBT people, and LGBT anti-bullying campaigns

Elements of IMC

Advertising Personal Selling Sales Promotion Public Relations Direct Marketing

Know the five key aspects of an integrated marketing communications effort (advertising, PR, etc).

Advertising Personal Selling Sales Promotion Public Relations Direct Marketing

Council for Global Equality

Alliance of 30 major equality organizations (including others listed here). Advancing an American Foreign Policy Inclusive of Sexual Orientation and Gender Identity

Be familiar with five ways that a firm can specify its target (by demographic characteristics, psychographics,... or even a combination of these).

Demographics Psychographics Geo-demographics Consumption-based Benefits sought

Exploitation of LGBTQ+ markets

Detrimental product targeting such as alcohol Profiteering on Pride and the LGBT market LGBTQ+ as an Return on Investment (ROI) opportunity

GLADD

GLAAD is a U.S. non-governmental media monitoring organization founded by LGBT people in the media. Before March 2013, the name "GLAAD" had been an acronym for "Gay & Lesbian Alliance Against Defamation", but became the primary name due to its inclusiveness of bisexual and transgender issues.

Hinduism & LGBT

Hindu sacred texts everything unites to form a complete universal spirit. They don't distinguish between heterosexual and homosexual acts Hindu beliefs include acceptance of Vedas as a third sex The Kama Sutra details pleasures of sex "to be engaged in and enjoyed for its own sake as one of the arts" Basically, they're pretty cool with the LGBTQ as an acceptable expression of self Ordination requires celibacy regardless of gender There are a few subgroups view marriage as specifically related to procreation and don't support same-sex marriage, but definitely the minority of the belief

Islam & LGBT

Homosexuality is specifically interpreted as forbidden in the Koran and is subject to the death penalty in a number of Muslim countries and severe bias in others Ironically, while homosexuality is forbidden, transgender surgery and sexual reclassification was the subject of a fatwa by Ayatollah Khomeini in 1987 and re-confirmed by current Ayatollah. Egypt and Iran strongly support. Iran is second in number of cases of Sexual Reassignment Surgery (SRS or GCS), with government aid paying for half Some segments such as Muslims for Progressive Values (in the U.S. and elsewhere) are more inclusive, including a Unity Mosque in Atlanta. Muslim Alliance for Sexual and Gender Diversity has an LGBTQ retreat each year. Unity Mosques can have female and LGBTQ Imams. While openly LGBTQ people generally don't feel welcome at Mosques, half of American Muslims agreed that society should approve of homosexuality

Human Rights Watch

Human Rights Watch is an international non-governmental organization that conducts research and advocacy on human rights

Christianity & LGBT

In the new Testament, Jesus never spoke against LGBT people, although Paul did Catholicism (with a few exceptions) - against all aspects of LGBT Baptist - against all aspects of LGBT Southern Baptist - "even [homosexual] desire is always sinful, impure, degrading, shameful, unnatural, indecent, and perverted." Pentecostals (25%) - against all aspects of "deviant" LGBT United Methodist Churches - split Jehovah's Witnesses and Mormon - just don't act on it Lutheran, Episcopal, and Presbyterian churches - are fine with it Unity and Unitarian Universalist are accepting

Four keys to failure for LGBT marketing

Inauthenticity Playing to stereotypes Exploitation Corporate authenticity

The four keys to LGBT marketing failure.

Inauthenticity Playing to stereotypes Exploitation Corporate authenticity

Five keys to success for LGBT marketing

Inclusivity Positive framing Stress humanity Corporate authenticity Giving Back

The five keys to LGBT marketing success.

Inclusivity Positive framing Stress humanity Corporate authenticity Giving Back

Psychographic Targeting

Information that might be your buyer's habits, hobbies, spending habits and values. Demographics explain "who" your buyer is, while this explains "why" they buy.

Judaism & LGBT

Interestingly, in the Torah there are several references to God as both male and female Orthodox - Mostly against Conservative - Became supportive in 2006 Reform (liberal or progressive Judaism) - Supportive

Alliance Defending Freedom

Legal advocacy and training group that: - Supports the recriminalization of homosexuality in the U.S. - Defends state-sanctioned sterilization of trans people abroad - Links homosexuality to pedophilia - Has special advisory status at the United Nations and in the European Union

The changing US legal environment

License to Discriminate Laws Religious Freedom Laws

Workplace Discrimination

Many companies used to go through strict tests to see if their employees were LGBT (Coors) Can be fired in many states for being LGBT

Target Marketing

Marketing directed toward those groups (market segments) an organization decides it can serve profitably.

Key International Issues

Marriage Equality International LGBT Legislation Human Rights & Travel Safety Anti-LGBT violence increasing

Impact of Courts on LGBT rights

Most LGBT progress occurred in the courts Court orders clearly leaned toward LGBT rights from judges appointed by Democrats, but several conservative judges actually came to bat, notably David Souter (nominated by HW Bush) and Anthony Kennedy (nominated by Reagan)

International LGBT Protections

Most of Europe, Canada, Mexico, some of South America, South Africa, Australia, small parts of Asia

Know the 15 various LGBT Observances listed on the slides for the class. The only ones in which the specific date (as opposed to what the observance is about) might come up are the dates for IDAHOT, Harvey Milk Day, LGBT History Month and TDOR, and obviously Pride and Stonewall)

National Black HIV/AIDS Awareness Day - Feb 7th National GLBT Health Awareness Week - Last week of March Transgender Day of Visibility - March 31st Day of Silence - April 17th IDAHO(T) - International Day Against Homophobia & Transphobia - May 17th Harvey Milk Day - May 22nd Pride (June) Stonewall (June 28th) Celebrate Bisexuality Day - September 23rd LGBTQ History Month - October National Coming Out Day - October 11th Spirit Day - October 17th Showing support for LGBT people who are victims of bullying Asexuality Awareness Week - Varies by year Oct/Nov This year it was October 22nd- October 28th Intersex Awareness Day - October 26th Transgender Day of Remembrance (TDOR) - November 20th World AIDS Day - December 1st

Buddhism & LGBT

No reference or guidance on LGBTQ people, most Buddhists believe same-sex relations and marriage to be a personal choice Theravada Buddhism, Buddhist monks have no sexual relations, lay people have no judgment Zen Buddhism does not make a distinction between same and opposite sex relationships Tibetan Buddhism - evolving based on teachings of the Dali Lama. If one hasn't taken a vow of chastity and neither is harmed then it should be acceptable Thailand leads the world in the number of transgender surgeries per year

International Marriage Equality

North America, Europe, Australia, most of South America, South Africa

Pride and Stonewall

Pride Month - It's always June to commemorate the Stonewall Riots that started June 28th, 1969

The Four Ps

Product, Price, Place, Promotion

HR

Promote Global Workplace Equality Partners and has summits on Innovative International advocacy Working to reduce hate crimes and pass a Global Respect Act A "Global Partner" in Pride (provides in-kind services to Pride efforts)

International LGBT Criminalization

Russia, most of Africa & Middle east, India, Pacific Islands

Funding anti-LGBT organizations

Salvation Army Chick-fil-A Cracker Barrel Urban Outfitters Hobby Lobby

Sales Promotions

Special incentives or excitement-building programs that encourage the purchase of a product or service, such as coupons, rebates, contests, free samples, and point-of-purchase displays.

Non-discrimination ordinances

Started with Stonewall and moved through 'liberal' states like Vermont, California, and Hawaii Liberal cities have now adopted ordinances as well

Benefits based targeting

Targeting consumers based on the benefits they seek

Consumption based targeting

Targeting consumers based on their consumption patterns

HRC

The Human Rights Campaign is the largest LGBT civil rights advocacy group and political lobbying organization in the United States

ILGA

The International Lesbian, Gay, Bisexual, Trans and Intersex Association is an international organization bringing together more than 1,300 LGBTI groups from around the world

NGLCC

The National LGBT Chamber of Commerce is a U.S. not-for-profit advocacy group that aims to expand the economic opportunities and advancement of the LGBT business community

Digital Media

The use of creative design and computer technology to combine forms of media to reach the audience in various ways

Be able to identify the great commercials and print ads from the term

Tiffany Absolut Wells Fargo

Sources for International Travel Information

US State Department Human Rights Watch manaboutworld.com

HRC and business response to trans erasure

We, the undersigned businesses, stand with the millions of people in America who identify as transgender or gender non-binary, or who are intersex, and call for all such people to be treated with the respect and dignity everyone deserves. We oppose any administrative and legislative efforts to erase transgender protections through reinterpretation of existing laws and regulations. We also fundamentally oppose any policy or regulation that violates the privacy rights of those that identify as transgender or gender non-binary, or who are intersex. In the last two decades, dozens of federal courts have affirmed the rights and identities of transgender people. Cognizant of growing medical and scientific consensus, courts have recognized that policies that force people into a binary gender definition determined by birth anatomy fail to reflect the complex realities of gender identity and human biology. Recognizing that diversity and inclusion are good for business, and that discrimination imposes enormous productivity costs (and exerts undue burdens), hundreds of companies, including the undersigned, have continued to expand inclusion for transgender people across corporate America. Currently more than 80 percent of the Fortune 500 have clear gender identity protections; two-thirds have transgender-inclusive healthcare coverage; hundreds have LGBTQ+ and Allies business resource groups and internal training efforts. Transgender, gender non-binary, and intersex people are our beloved family members and friends, and our valued team members. What harms them harms our companies. We call for respect and transparency in policy-making, and for equality under the law for transgender, gender non-binary, and intersex people.

Evolution of Republican positions

While Republican moderates weren't completely against gay rights, that essentially disappeared when Newt Gingrich took over as Speaker of the House in 1995 Tea Party Republicans, who really began to impact in 2009 drew a hard line against the LGBT community (based on conservative fiscal policy, although it later moved to conservative social policy as well) Have aligned with exceptionally conservative think tanks and legal groups including the Federalist Society, Alliance Defending Freedom, the Family Research Council, and others, in an all-out war on socially progressive issues

Personal Selling

a purchase situation involving a personal, paid-for communication between two people in an attempt to influence each other

Pinkwashing (again)

a variety of marketing and political strategies aimed at promoting products, countries, people or entities through an appeal to queer-friendliness, in order to be perceived as progressive, modern and tolerant

Association of LGBTQ Journalists

an American professional association dedicated to unbiased coverage of LGBTQ issues in the media. ... NLGJA opposes all forms of workplace bias and provides professional development to its members

Advertising

any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor

Public Relations

building good relations with the company's various publics by obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories, and events

Propaganda Laws

illegalizing positive statement or allowing people to congregate

Anti-LGBT violence

increasing across the world

Value Proposition Statement

is intended to be shared with internal stakeholders and external partners in order to provide a common understanding of the unique value a brand strives to provide to the market

Lambda Legal

national organization committed to achieving full recognition of the civil rights of lesbians, gay men, bisexuals, transgender people and everyone living with HIV through impact litigation, education and public policy work

National Center for Transgender Equality

national social justice organization devoted to ending discrimination and violence against transgender people through education and advocacy on national issues of importance to transgender people

Geo-demographics

refers to information describing the demographic profile of consumers in a particular geographic region

Demographics

statistical data relating to the population and particular groups within it.

Integrated Marketing Communications (IMC)

the careful coordination of all promotional messages for a product or a service to ensure the consistency of messages at every contact point at which a company meets the consumer

Psychographics

the use of psychological, sociological, and anthropological factors to construct market segments

Evolution of Democratic positions

they typically supported LGBT quietly in an effort not to disenfranchise the "middle" DADT - 1992 As social acceptance of LGBT people became common, Democrats joined that fight