Bose
I created a communications campaign for the (hypothetical) situation that Bose Corporation shifts their product manufacturing to be made with sustainable materials, starting with earbuds. This project consists of a situation analysis that narrows down the target audience, a media list, a story pitch, a press release, and a blog post that will live on the Bose website. Buckle up, this is text heavy. Coursework at the University of Missouri.
Media List
Wired:
National media outlets that are specific to a certain topic make it easier for consumers to learn about the product they are curious about purchasing. Under the Condé Nast umbrella, Wired is an American media outlet that covers primarily business, science, and tech gear. They create their content in a very straightforward and non-intimidating manner, making it more approachable and personal. Making the intersection between science and technology, Wired would be the perfect media outlet for launching emerging sustainable Bose products. Wired also has a generally well-known presence on YouTube; known for its celebrity interviews (Keke Palmer Answers the Web’s Most Searched Questions), or bringing on professionals to discuss specialized topics (Financial Advisor Answers Money Questions From Twitter), this platform knows how to engage all audiences. According to Mintel, Baby Boomers have an above-average inclination to consume media through short online videos with ads. Choosing a newer media outlet that has a memorable online presence will also engage a younger audience like Gen Y and Z. Promoting the new Bose line via Wired’s YouTube channel along with their website would make a lot of sense as they are both entertainment related and would get positive feedback.
Boone Ashworth is a part of Wired’s “Gear” desk along with hosting the weekly podcast, Gadget Lab. His most current pieces revolving around tech gear and gadgets are informative about recent changes made to tech products along with the future of their productivity. A unique piece in particular that read as very helpful and approachable was “How To Use Discord: A Beginner’s Guide”. This cover story would be a great opportunity for Ashworth to continue releasing information on tech products while also raising awareness of product sustainability. If the pitch were to go in the direction of a YouTube video, doing a product comparison would be sufficient while also highlighting sustainable materials.
CNN:
With Bose Corporation wanting its product released on a national scale, CNN would be a suitable media outlet for the sustainable product launch. This media outlet centers around primary newsworthy topics like politics, business, health, entertainment, tech, and more. CNN would be a great national media outlet to acquire because they have a neutral voice and touch other bases within the news industry like entertainment and health. Other tech companies have launched their
new products through CNN as well which gives it more credibility and consistency. According to Mintel, Baby Boomers consume live cable/satellite network TV the most among other forms of digital media. Their general interest and technology capabilities have increased since the beginning of Covid-19 as well, leaving them a dwindling, yet untapped market for audio equipment.
Aditi Sangal is a breaking news writer that was part of the launching of Apple’s iPhone 14 on CNN. Also a part of the outlet’s Digital Live News team, Sangal has covered many national news events for CNN in the past, now she works strictly on live coverage for CNN Digital. Specializing in the intersection of business and technology, she would have an interest in Bose’s product launch as well as the sustainability aspect of the products as well.
The Washington Post:
When thinking of notable media outlets, sources like The Washington Post generally come to mind. They are a reputable source that covers all general news topics: politics, opinion, sports, health, technology, and more. Although this is a source predominantly accessed online, the majority of Baby Boomers believe that they are more comfortable with technology than society gives them credit for (Mintel). Two-thirds of Boomers are also in possession of a smartphone and 6 in 10 are on social media (TWP). Using a historically notable media outlet to promote the launch of Bose’s new line of sustainable audio equipment to Baby Boomers would definitely have a successful outcome.
Heather Kelly is a previous writer and editor for CNN and joined The Washington Post in 2019 to focus on how technology intertwines into our daily lives. The basis of her work at TWP covers new tech features, news in the tech business, as well as technology tips and hacks. Her most recent story ties in perfectly with Bose’s target audience: How to get Boomers to stop staring at their phones. (TWP). With that, this story would fall perfectly into Kelly’s niche.
Media Pitch to Boone Ashworth at WIRED
Press Release
Blog Post: bose.com/stories
Greta Thunberg’s Influence in Music
17-year-old environmental activist, Greta Thunberg has made more of an impact in the music industry than most artists her age. Her introduction to the masses in 2018 caused societal disruption and opened the eyes of many who were jaded to the climate crisis that is still present today. Making her voice heard during trying times in a world reluctant to listen to children, Thunberg’s impact led many musical talents to follow her lead.
Several artists have nodded to Thunberg’s leadership and dedication to preserving the planet. In fact, many songs about encouraging change and awareness for the environment have been inspired by the young Swede.
Never minimizing her own impact, Greta Thunberg has shown us what it means to care about the planet. In efforts to reduce our carbon footprint, Bose will be making our products with PLA polyesters rather than our traditional materials. Starting with our entire collection of earbuds, our product materials will be shifted to biodegradable plastics that you can be proud to use to showcase your activism.
British pop-rock band, The 1975 features words of Thunberg’s speech in a version of their song “1975”. Even soft-pop singer, Billie Eilish created a video titled, “Our House Is On Fire” incorporating one of Thunberg’s most notable works to create awareness of the planet’s climate vulnerability.
Smaller musicians as well as young creators have taken on the activist’s powerful words and blended forms of entertainment with influential content. Most popular artists today are known for releasing feelings of anger, frustration, sadness and hopelessness through their lyrics. Thunberg’s captivating speeches can be seen trending in the forms of Swedish death metal in efforts to enrage listeners about the status of the environment. Though her words do not always transcend language, her passion towards this issue evokes emotion in these artist’s fans.
Her approach activism is raw, authoritative and showstopping. Thunberg’s introduction to the media was the watershed to influential music and performances surrounding the topic of climate change. In 2020, Pearl Jam released a visual for their song, “Retrograde” depicting Thunberg as a fortune teller for the Earth’s fate if action is not taken to protect the environment.
