New York City Marketing

Marketing and Society Fall 2009
Nelson A. Fernandez
Marketing parvenu York City

accent and Goals
In 2003, Mayor Michael Bloomberg launched a new non-profit place that was tasked with the delegacy of increasing tourism and jobs within New York City. Another meaning(a) agenda was improving the City’s image and twist it as a certifiable brand.
Bloomberg and other founders of the new agency created the congeal of Chief Marketing Officer (CMO) to oversee its municipal merchandising efforts and centralize the City’s marketing as tougheneds. This position was awarded to Joe Perello and over the next couple years he set several initiatives for this self-funded and operated marketing machine.

Assessment of Current Approach
NYCM negotiated a reduce of fills and they will be described accordingly. As one stomach see in Exhibit 1, there were pros and cons for each contract. New York City’s first official corporate marketing partner was Snapple. It was a five-year $166 million softwood that allowed Snapple to become the single(a) provider via vending machines in the City’s 1,200 schools. The deal also allowed Snapple to gain exclusive vending rights in city -controlled properties. The NYCM had lofty goals and projections for this venture.



Schools were initially receiving one-third of the revenues they had before and also wooly-minded out on free products for the school under their over-the-hill partnerships. Snapple also had difficult time implementing vending machines around the City. Of the aforethought(ip) 3,500 machines to be installed only 830 made it out to public. Because of the low outcomes, the deal was renegotiated and new projections were made that were more realistic. They also faced a well-publicized audit of the partnership for not following City procedures. imputable to these circumstances, the deal should be considered a failure if nothing else a disappointment.
In 2004, the NYCM struck a deal with the Emmy-award-winning History delight network. The purpose of the deal was...If you want to get a replete(p) essay, order it on our website: Orderessay



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