Misguided Victoria’s Secret Campaign Result of Inadequate Fan Research

by BrandingSocial MediaUncategorized

Five years ago, Victoria’s Secret put on its last fashion show. This show was an iconic event each year where viewers would see their favorite models glide down the catwalk in angel wings, wigs, and accessories. The most popular artist at the time would perform, too. A line of models would parade in the brand’s lingerie for around 42 minutes. The tradition lasted for 20 years and was watched in more than 100 countries. It was beloved…until it wasn’t.

 

During a time of heightened awareness for women’s rights, starting with the MeToo movement in 2017, Victoria’s Secret began getting backlash. People started to call out the brand for being out of touch with real women, being the antithesis of what women were trying to accomplish. So Victoria’s Secret retired its wings and its show.

 

Now, VS has decided to rebrand. And that being the case, I’m sharing some insight from the perspective of a branding professional.

 

On September 26, Amazon Prime dropped the film The Tour ’23, which shows all the work the brand has done to change its image and be more inclusive to women around the world. This documentary is mainly about giving women a platform without gaining capital from it.

 

So what’s gotten everyone upset? The campaign choices. Victoria’s Secret has become extremely active on its Instagram, posting daily. One of the campaign themes dropped was “Icons,” featuring some of the most iconic ’90s and 2000s models. People responded well to the older models. Yet some of the new influencers and current models in the campaign were bashed for not being true icons or real supermodels. People also thought the new models looked unkempt and their garments were unflattering. Spectators claimed that they would have preferred the original campaign instead. Feedback from your audience is so important to take note of when running a digital campaign.

 

Overall, I think Victoria’s Secret had the right intentions, but there’s been far more backlash from the new campaign than the original one. The original show was very successful. The VS brand is popular, but it’s been stripped and remodeled, leaving people disappointed. The downfall of this Victoria’s Secret social media campaign was the company’s failure to listen to its massive following. Social media enables the brand to know what followers want, but it seems VS neglected the opinions of its audience. The campaign ultimately backfired, and fans were let down when they didn’t see the campaign they were familiar with. Fortunately for Victoria’s Secret, it’s been a household name for a long time, so it may still have time to repair the damage.

 

Madison Trumino

Account Coordinator

SCG Advertising & PR

The Best Playlists for Working Productively (and having fun)

by Personal InterestUncategorized

As a musician, it’s natural for me to listen to some type of music playlist while I’m in the office working. I certainly don’t restrict myself to any one genre. Lately, the biggest musical trend has been the rise of Lo-Fi. Lo-fi music is characterized as a type of downtempo hip-hop music known for being relaxing and hypnotic. Due to these qualities, students and professionals alike are listening to Lo-Fi playlists while working.

 

According to HBR.org, listening to music can boost workplace concentration, mood, and performance. Additionally, according to the BBC, it may even increase your productivity by up to 15%.

 

So, next time you need a pick-me-up to get you going, put your earbuds in or turn on your portable speaker, and listen to music while you work. I’ve even created two Spotify playlists to get you started.

 

Work Playlist

Work Playlist: Lo-Fi

 

Lupe Dragon

Public Relations Specialist/Account Executive

SCG Advertising & PR

Revolutionizing the World: How AI platforms are shaping the future

by Online StrategyPersonal InterestUncategorized

10 ways to utilize ChatGPT today

Artificial Intelligence (AI) isn’t new – and it’s been impacting our economy, society, and culture for years. Some of the most frequently utilized tech tools, including virtual assistants like Siri, Alexa, and Google Home and recommendation systems used on streaming services already integrate AI.

 

What’s new is the power, ease, accessibility, usability, flexibility, integrability, and approachability of open AI tools like ChatGPT (Generative Pretrained Transformer) from OpenAI and Bard from Google. Both are chatbots that take a more “human-like” approach and have a strikingly wide range of applications.  Thanks to these advances, more than 2000 new AI tools have been launched during the past 30 days.

 

Certainly, there are legitimate and serious economic, ethical, accuracy, and social concerns related to AI. That said, the reality is that AI won’t be going away, so we need to prepare ourselves for what’s to come.  As Darwin said, “It is not the strongest of the species that survives, nor the most intelligent, but the one most responsive to change.”

 

Used properly and ethically, artificial intelligence has the potential to become an integral part of our problem-solving process.

 

My contribution to this discussion isn’t my AI expertise — quite the opposite, in fact. Rather, I can only offer my readiness to learn. And with that said, here are 10 ways I’ve attempted to integrate ChatGPT and Bard into my work and life:

 

  1. Research, ranging from simple questions to detailed data dumps. I’ve used it to help explain complex topics and make sense of data I’ve pulled from various sources.
  2. Validate work, asking it to review content to align messaging and information.
  3. Simulation role play, to identify different perspectives and outcomes
  4. Enhance engagement and outreach, to discover new influencers, partners, and collaborators.
  5. Plan, from developing checklists to travel plans.
  6. Generate ideas, helping to spark strategies and action.
  7. Create content, offering both updates and enhancements.
  8. Jump-start a project, offering tips for assignments or tasks.
  9. Broaden my perspective, through prompts enabling me to “dialogue” with defined characters.
  10. Train, test, and quiz with specific prompts

 

What can be accomplished with AI is limited primarily by our creativity in generating effective prompts, as well as by the accuracy of available information and by the ethical questions that have already begun to arise.

 

For those organizations that may wish to benefit from our initial experiments with AI, we’d be happy to discuss – just reach out to us at scgadv.com

Using Social Media for Recruitment: Is Your Next Hire One Meme Away?

by Online StrategySocial MediaUncategorized

Did you know?

  • 96% of employers use social media to hire talent
  • 86% of job seekers use social media to search and apply for jobs
  • 63% of job seekers look at social media for information about a company’s workplace diversity
  • 65% of job seekers read at least 5 reviews about an employer before applying
  • 75% of potential hires are not actively seeking jobs on job boards

Social Media Recruiting– an asset many companies know they should be using social media for, but are unsure where to begin. Some assume getting started would be as simple as creating a social media profile, but really, the first step should be determining your objectives and developing a strategy.

In order to use social media recruiting to effectively hire candidates and promote your employer brand, organizations need to develop a clearly defined strategy, build relevant and engaging content, and have the bandwidth to monitor interactions and track performance– all while ensuring an accurate and professional representation of your brand.

 

 

If you’re thinking about getting started, here are 10 tips to jumpstart your recruitment efforts on social.

  1. Tell your employer brand story

 

  1. Don’t say it, show it.

 

  1. Stay ahead of the curve

 

  1. Engage. Engage

 

  1. Be authentic

 

  1. Empower your team

 

  1. Plan ahead

 

  1. Understand your audience

 

  1. Get leadership buy-in

 

  1. Commit resources

 

 

Contact SCG today to learn more about how we help our clients use social media to reach job seekers and build a candidate pipeline.

Promotional Products Work From Home

by AdvertisingBrandingMarketingPublic RelationsUncategorized

Promotional products and apparel are an excellent way for companies to build engagement with customers and employees. Strategies have shifted slightly with so many employees working remotely or in a hybrid schedule. We increasingly take into account what items would improve productivity in a home office or move easily with the employee between home and office.

TECHNOLOGY

All those Zoom meetings mean that we need to stay connected and organized.

  • Chargers
  • Ear Buds
  • Mouse Pads
  • Cord Organizer
  • Camera Cover
  • Ring Light
  • Branded Desk Organizers
  • Pens

APPAREL

Since your fellow Zoomers are only seeing the top half of you, you might as well have warm toes with branded socks or slippers. Logoed apparel keeps comfortable clothing professional for those on-camera moments.

TRAVEL

Traveling from home to office is a marketing/recruitment opportunity with branded bags, laptop sleeves, phone wallets, or pop sockets.

GIFT OPTIONS

To keep distribution simple, consider a gift program that allows recipients to select from a range of items that are delivered to their preferred address.

We’ve all seen the social media posts of connections starting a new job with a delivery of employer swag, but I recently saw something even cooler. A departing employee received an Alumni gift thanking them for their service and wishing them luck in their new endeavor. We’ve talked to clients about using “return tickets” officially giving employees in good standing permission to change their minds if the grass isn’t greener within a specified period of time, but this takes it one step further.

There are so many ways to use company swag to reach customers and potential employees. Contact SCG today to brainstorm ideas and make your next event memorable.

 

How to Work Comfortably at Home While Sick

by Community AwarenessPersonal InterestUncategorized

After falling ill about a week into January, I learned a thing or two about working remotely in the midst of an awful cold. I don’t know precisely what I had, but it featured body aches, sweats, chills, coughing, a stuffy nose, and pretty much everything in between. Yet, I still managed to get a good bit of work done from the comfort of my bed and couch.

 

The following are a few tips. Maybe they’ll help you the next time germs get the better of you.

 

  1. Don’t beat yourself up if you can’t be entirely productive. Nobody plans to become sick. And sometimes, illness arrives during a big client event or when a major project is due. One of the benefits of working for an agency is that there are typically extra hands on deck to assist when you’re just too sick to function.
  2. Take extra breaks, whenever needed. Sometimes, you’re simply too worn down to continue working. If this is the case, brew a cup of tea and even consider a power nap. Your output can only be as good as how alert and healthy you feel.
  3. Stay in communication with your colleagues. Even if you’re a bit groggy, seek out updates from your colleagues. This will help you continue to move items off your plate, and they’ll likely appreciate the extra effort you’re putting in.
  4. If possible, get some fresh air via a 5-minute walk around the neighborhood. If you’re sharing the outdoor space with others, be responsible and wear a mask. Also, be sure to take appropriate vitamins/supplements to help in the battle against your illness.
  5. Speed your recovery up by getting plenty of rest both day and night. Working remotely has its perks, but there’s definitely something to be said for the daily routine at the office. So, make sure you rest as much as your body demands – it’ll help you recover and get back to normal as quickly as possible.

 

It used to be that even if you were horribly sick, you’d pushed yourself to go to the office just to show your dedication and push through. Now, it’s more important to protect all your coworkers and not spread germs by working remotely, if you can.

Hallowe’en … and the thrill of fear

by Uncategorized

I suppose I can thank my father. Or blame him.

From the time I was old enough to speak, and maybe before then, he began leading me along the boundaries of what I’ve come to think of as the Otherworld. It’s a place of unease, dread, or even outright terror for many. But through circumstance and perhaps a smattering of inclination, I’m at home there.

It all began with the giddy thrill of fear – with the very first time my father shifted his gaze to look just beyond me, into a darkened hallway, and contorted his face into a mask of utter fright. Then, it was those marvelous Universal horror films, Dracula, Frankenstein, Dracula’s Daughter, The Bride of Frankenstein, and The Wolf Man. And as I matured, it was far too many novels and short stories to count, from Edgar Allen Poe, Bram Stoker, and H.P. Lovecraft to Stephen King and Anne Rice.

Meanwhile, my father was ever ready to reference Celtic, Saxon, or Norse legends from the distant, pagan past. One day it was the fae in their hollow hills, the next it was Merlin and dragons, and then it was Grendel and his hideous mother. All these years later, whenever I pass an untended graveyard or mist-shrouded wood after sunset, I’ll again feel that delicious thrill of fear.

Of course, for denizens of the Otherworld, there’s no moment bigger than what we know as Hallowe’en. It falls on October 31, because that’s when our Celtic ancestors – and likely their predecessors, too – celebrated the ancient feast of Samhain, when the veil between the Otherworld and the realm of the living was thinnest. And … when it sometimes frayed.

These days, I care little for trick-or-treating or candy corns. But I embrace the fearful folktale that through long centuries became inexorably linked to Samhain night. This is the Wild Hunt, when fae of the Unseelie Court, or perhaps demons, or maybe even unrepentant souls, sweep across the dark, autumn sky, howling madly, and seek souls to snatch away.

This October 31, I expect to spend some time admiring my grandchildren’s clever Hallowe’en costumes. But once darkness falls, I’ll heed the call of the stirring breeze and slip outside to gaze into the autumn night. And awaiting the Wild Hunt’s frenzied horde, I’ll relish that age-old thrill of fear.

 

 

Kurt Praschak is SCG Advertising + Public Relations’ vice president/Public Relations.

We've Moved

We’ve Moved!

by Uncategorized

SCG Advertising & PR is pleased to share the news that our agency is now operating in a new, headquarters office at 100 South Jefferson Road, Suite 204, Whippany, NJ.  We’re less than two miles from our previous, Parsippany location, in a beautiful, expansive office suite. It’s an impressive upgrade – but don’t just take our word for it.  

Here’s a video of SCG Advertising + Public Relations’ new home.

 

 

Teacher Shortage

Nationwide Shortage of Substitute Teachers; Lots of Jobs To Fill

by EducationRecruitment AdvertisingUncategorized

Teacher ShortageWhether a school is instructing in-person or online, one thing remains the same — they need an increasing number of substitute teachers from an ever-decreasing talent pool. How prevalent is the shortage? Google serves over a million results on “substitute teacher shortage COVID.” These results come from Madison, Chicago, Kansas City, Utica, Las Vegas, Coeur d’Alene, Houston, and so many more. The reporting originates from large and small cities all over the nation.

Lots of jobs to fill

A good amount of jobs currently being posted come from Indeed.com. A simple search for substitute teachers in the United States reveals 7,271 openings nationwide.  By far the largest number is coming from Chicago with 503 openings. That is well ahead of the number two city – Denver – with 61.

The changing candidate pools

Even before the pandemic, a shortage of substitute teachers existed in many areas. However, that number is now increasing rapidly as potential candidates weigh the risk-reward of substituting where the income is relatively low and the potential exposure to COVID is higher. On the income side of the equation, The Bureau of Labor Statistics shows short-term substitute teachers earning $32,460 per year, which is $21,030 less than the U.S. annual average among all jobs. This low earning level limits the availability of retired teachers and part-timers.

The fear of COVID among teachers is real when you consider 18% of all public and private school teachers are in the high risk, 65 and older age group per The American Enterprise Institute. That potentially also means they could be taking home the virus to equally vulnerable family members. The bottom line? It is no surprise that the American Federation of Teachers, a national labor union, shows that 1 in 3 teachers say the pandemic has made them more likely to retire earlier than planned.

How schools battle the shortage

Here is a list of some of the things schools have been doing to have enough substitutes in their classes:

  • Hiring parents
  • Increasing class sizes
  • Adding babysitting to bus driver duties
  • Hiring permanent substitutes
  • Boasting earnings and more competitive wages
  • Sending personal invitations to retired teachers
  • Offering sign-on bonuses

Help is on the way

With the vaccine now here, help is on the way. Millions of doses have already been delivered, and both teachers and substitutes should be getting significant relief. Anything close to normal will be fully embraced by educators nationwide.

If you are looking for creative ways to fill open positions you can contact your Account Manager or email pcrescenzi@successcomgroup.com.

 

 

 

Dillon Del Rosso

Boonton resident named to senior sales post by SCG Advertising + Public Relations

by SCG NewsUncategorized

Parsippany-based agency hires Dillon Del Rosso to support new business development

Sales background with NFL’s Jets, University of MarylandDillon Del Rosso

 

PARSIPPANY, NJ (Oct. 27, 2020) – Boonton resident Dillon Del Rosso has been named Vice President, North Regional Sales by the Parsippany-based communications agency SCG Advertising + Public Relations.

 

Del Rosso – who joins SCG from a premium partnership sales post with the National Football League’s New York Jets, in Florham Park – is responsible for supporting new business development efforts, with an emphasis both on advertising and public relations, including social media.

 

“In the agency environment, growth is in large part based on the ability to consistently develop new client relationships,” explains SCG Executive Vice President Michael Cherenson. “This will be Dillon’s focus, and we’re confident he’ll establish and cultivate the individual relationships that are the hallmark of successful business development efforts.”

 

A graduate of Misericordia University, Del Rosso also has professional business development experience with the Aspire Group at the University of Maryland. At Misericordia, Del Rosso played baseball for four seasons. A long-time northern New Jersey resident, he graduated from Hopatcong High School in Hopatcong.

 

About SCG Advertising + Public Relations

Founded more than half a century ago, SCG (Success Communications Group) provides 21st-century communication services highlighted by creativity, passion, and innovation. With specific expertise in advertising, marketing, public relations, social media, digital marketing, and recruitment, SCG is headquartered in Parsippany, NJ, with regional offices in the metro areas of Philadelphia, Atlanta, San Diego, and Tampa.

Additional information is available at www.scgadv.com, as well as on Facebook and Twitter.

 

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