Click here to load reader
Upload
ngokhanh
View
215
Download
0
Embed Size (px)
Citation preview
AMB202 Integrated Marketing Communication
Semester 1, 2016
Assessment 3: Client Campaign Report
Client: Philippe HoareauStudent: Mitchell Branson N9449361
Tutor: Wayne Chalmers
Executive SummaryAfter extensive analysis of Philippe Hoareau’s branding issues regarding Enguard and Golden
Canes it is clear that solutions to branding problems must be created. A primary and
secondary objective have been created and put through SMART criteria to ensure the goals
are specific, measureable, attainable, relevant and time bound. These goals are:
Increase traffic to his programs in the north side of Brisbane and therefore spread
the concept of self-protection by improvisation, and
Bringing Philippe’s ideas together into one, easily recognizable brand to avoid
confusion and stray away from misrepresentation.
These objectives were brought to light through a pitch by the client. To achieve these
objectives, positioning, messaging and IMC strategy were analysed and a campaign was
created.
Philippe’s brand will undertake a brand image remodel. Changing from Enguard and Golden
Canes to a singular brand named “FearLess” taken from Philippe’s “Fear Less Life Program”.
After this, three programs will be released with each program having a specific target
audience. Green Light will target school aged children, Enguard will target adults and Golden
Canes will target senior citizens.
Each program will be marketed through channels relevant to each specific target market.
This will ensure maximum efficiency through marketing. By doing this, Philippe will
accomplish his objectives within the campaign run-time of 12 months.
Table of ContentsEXECUTIVE SUMMARY...................................................................................................................2
1.0 CLIENT OBJECTIVES...................................................................................................................4
2.0 ANALYSIS OF EXISTING MARKETING.........................................................................................42.1 SWOT ANALYSIS.............................................................................................................................5
3.0 TARGET AUDIENCE....................................................................................................................5
4.0 POSITIONING STRATEGY...........................................................................................................6
5.0 MARKETING COMMUNICATION STRATEGY...............................................................................65.1 SMART CRITERIA............................................................................................................................65.2 MESSAGE STRATEGY.........................................................................................................................75.4 CAMPAIGN IMPLEMENTATION............................................................................................................85.5 CAMPAIGN EVALUATION...................................................................................................................8
6.0 MARKETING MATERIALS AND COLLATERAL...............................................................................8
8.0 APPENDIXES.............................................................................................................................98.1 APPENDIX 1....................................................................................................................................98.2 APPENDIX 2....................................................................................................................................98.3 APPENDIX 3....................................................................................................................................98.4 APPENDIX 4..................................................................................................................................108.5 APPENDIX 5..................................................................................................................................10
9.0 REFERENCES...........................................................................................................................11
1.0 Client ObjectivesPhilippe’s client pitch allowed for several objectives to come to light. Philippe’s main
objective is to increase traffic to his programs in the north side of Brisbane and therefore
spread the concept of self-protection by improvisation. This objective will be completed by
the first wave of the marketing cycle and will be covered in this report. Another objective
that will be looked at in this report is Philippe’s objective of bringing his ideas together into
one, easily recognizable brand to avoid confusion and stray away from misrepresentation.
Philippe also demonstrated his passion for the wider community and wanting to teach self-
protection, risk mitigation and respect to not just his classes, but society as a whole. This
objective is much more long-term and requires the first objective to be completed before
starting, this objective will be completed after the first wave of the marketing and beyond.
2.0 Analysis of Existing MarketingPhilippe’s existing marketing communication is convoluted and makes it difficult for
potential participants to attain relevant information. Philippe has two separate brands and
two separate websites, this makes finding essential information difficult for consumers. The
brands are Enguard and Golden Canes, what makes them separate is the target audience.
Golden Canes has a distinct target audience of senior citizens, however Enguard’s target
audience is unrecognizable. Philippe hosts a morning radio show, which is sometimes used
to advertise Enguard and Golden Canes, titled “Fear Less Life Program” on 99.7FM.
Philippe’s current logo design for Enguard gathered attention upon first inspection of the
Enguard website, immediately portraying the idea of martial arts and fencing rather than
self protection. Therefore, investigation regarding how this logo was deciphered by
consumers was explored through the primary data survey.
2.1 SWOT Analysis
Strengths Societal driven program
Great program
Good responses from current
participants
Weaknesses Poorly marketed
Misrepresented by current
marketing
Unheard of by community
Opportunities Ability to increase class participation
Re-create brand image
Chance to impact society
Threats Relies on attendance at events
Can be easily misrepresented if
branded incorrectly
3.0 Target AudienceTarget audiences for this campaign come from three separate programs that will be run
under one umbrella brand. Fear Less will be the name of the brand and programs will be
called “Green Light”, “Enguard” and “Golden Canes”, reusing the names Enguard and
Golden Canes. Green Light will be a program for school aged children, whilst Enguard will
cater for men and women between the ages of 18 and 40, whilst Golden Canes is for senior
citizens, aged 65+. All target audience members are located on the North Side of Brisbane,
which will be the location of operations for the first 12 months of the marketing plan. The
psychographic for all target audiences is people who are targeted, or scared of being
targeted, by violent acts. By defining separate primary target audiences Fear Less can
ensure the proper marketing plan be implemented to reach these target audiences.
4.0 Positioning StrategyBrand positioning is the primary idea that captures a brands meaning and distinctiveness
(Chitty et al., 2012). One of Philippe’s concerns was that his brand positioning
misrepresented what he stood for. Primary research regarding the logo for Enguard (see
appendix 1) showed that respondents associated the logo with sword fighting and violence
(see appendix 2). Therefore, to ensure good brand image, Philippe should move away from
current logo designs. Primary research showed that 66% of respondents preferred the
simple, professional logo of FearLess (see appendix 3) over the current Enguard logo (see
appendix 4). The FearLess logo comes from Philippe’s “Fear Less Life Program” radio show
and promotes self-protection through violence prevention, as per how Philippe wanted to
portray his programs. Secondary research shows that design characteristics influence
cognitive and affective reactions to logos before any promotional activities are implemented
(Henderson and Cote, 1998).
This branding strategy is based around re-positioning the current Enguard branding away
from misconceptions of violence, fencing and martial arts. Instead, portraying the brand in a
more professional, safe and secure manner with new a new logo (see appendix 3) and a new
brand image.
5.0 Marketing Communication StrategyBy exploring marketing communication strategies such as SMART objectives, messaging
strategy, integrated marketing communication tactical strategy, campaign implementation
and campaign evaluation, this section will identify and justify marketing strategy that will
help achieve objectives.
5.1 SMART CriteriaSMART criteria for achieving objectives has been implemented into Philippe’s key objective
in order to give specific measures of how to complete this objective. The objective is to
increase traffic to his programs within the north side of Brisbane and therefore spread the
concept of self-protection by improvisation. This objective is specific as it covers what, why,
who and where. What the goal accomplishes is increasing traffic, why is to spread the
concept of self-protection by improvisation, who is the people who are involved and that is
anybody who participates in the programs and where is on the North Side of Brisbane. The
objective is measureable as Philippe can easily track how many people attend classes. The
objective is achievable with careful marketing and promotion tactics. It’s a relevant goals to
strive towards and lastly, the time constraint will last the length of this campaign, 12
months.
5.2 Message StrategyThe message strategy that rings true for Philippe’s campaign is brand image. “The power of
a brand lies in the minds of consumers or customers” (Keller, 2000), this shows the
importance of proper brand imaging. For Philippe, this means marketing FearLess as a way
of life. By teaching techniques of violence prevention, Philippe has the opportunity to create
an extremely positive brand image amongst the wider community.
The integrated marketing communication (IMC) tactical strategy will comprise of the use of
a distinct mix of channels to reach each target audience specifically.
For the Green Light program, marketing channels include: features on the Queensland
Teachers Union website, features in school newspapers/magazine and Facebook
advertising. As this program is mainly promoted through schools it is necessary to ensure
that teachers are aware of the program. Secondarily, Facebook advertising should be
utilized to ensure a broad reach of marketing channels. All advertising will occur on the
North Side of Brisbane for the length of this campaign, however after this initial campaign
the target demographic can be expanded.
The Enguard program targets adults between the ages of 18 and 40 and therefore will have
a strong social media presence. Secondary research shows that 82% of online adults ages 18
to 29 use Facebook (Duggan, 2015), therefore it would be a waste to not utilize such a
populated channel.
Lastly, the Golden Canes program must be promoted in a specific way to reach its target
audience effectively. With an older target audience, media channels such as Facebook will
be ineffective. Therefore channels such as senior newspapers, print media such as flyers
placed within retirement villages and local RSL’s and also presentations given at retirement
homes will be explored to strongly influence the selected target audience.
5.4 Campaign ImplementationWith the objectives in place, an implementation plan is developed for the campaign. Firstly,
within the first three months of the campaign the secondary objective of creating an
overarching brand and avoiding misrepresentation will be implemented. This is done
through message strategy and brand positioning/image. Secondly, the primary objective will
look to be achieved through the 3rd and 10th month of the campaign, making up the majority
of the campaign. This will be achieved by implementing the integrated marketing
communication tactical strategies discussed. Lastly, Philippe’s goal of driving social change
regarding violence prevention will be evaluated and implemented during the final two
months of the campaign and into the future.
5.5 Campaign EvaluationThe campaign can be evaluated per each objective. The primary objective of increasing
participation to classes can be evaluated and measured by simply recording attendance to
classes and sign ups to programs. The secondary objective of creating a singular umbrella
brand can be measured by conducting a survey after changes have been made to see what
the general public thinks of the new brand image.
6.0 Marketing Materials and CollateralMarketing material and collateral for this campaign include flyers, paid Facebook
advertisements, website optimization to increase web traffic, senior newspaper
advertisements and advertisements in the teacher’s union newspaper. Expenditure for this
collateral can be found in appendix 5.
8.0 Appendixes8.1 Appendix 1
Enguard Logo
8.2 Appendix 2
Survey Responses to Enguard Logo
8.3 Appendix 3
Proposed FearLess Logo
8.4 Appendix 4
Survey data regarding FearLess and Enguard logos
8.5 Appendix 5
Campaign Expenditure
9.0 ReferencesChitty, W., Luck, E., Barker, N., Valos, M., & Shimp, T. (2012), Integrated marketing
communications. 4th Asia Pacific edition. Cengage Learning.
Duggan, M. (2015). The Demographics of Social Media Users. Pew Research Center:
Internet, Science & Tech. Retrieved 3 June 2016, from
http://www.pewinternet.org/2015/08/19/the-demographics-of-social-media-users/
Henderson, P.W., Giese, J.L. and Cote, J.A. (2004), Impression management using typeface design, Journal of Marketing, Vol. 68 No. 4, pp. 60 – 72.