GLORIA JEAN’S COFFEESRevitalised Campaign Strategy

Produced by:

OVERVIEW• JAB Marketing Agency: An Introduction

• Current Strategy Critical Analysis: Celebrate Summer

• Revitalised Strategy: 2014 FIFA World Cup Brazil™

• Strategy Implementation: Tools & Techniques

JAB MARKETING AGENCY: AN INTRODUCTION

• A specialist marketing agency that delivers campaign strategies to brands who are focused on delivering top quality products.

• Focused on bringing together a resourceful team of professionals, to partner with companies to enhance their marketing program.

• We deliver on this by producing and studying market leading research, developing fresh new ideas/strategies, providing critical analysis and insight into current strategies and implementing tools and techniques into companies to ensure success.

WHO ARE WE?:• Jason Kozikas: With a background in Tourism and

Hospitality, Banking and Finance, Marketing and Entrepreneurship, Jason has a solid understanding of business, business models, marketing, new venture creation, Innovation and creativity processes, Jason delivers great campaigns with fantastic results

• Aaron Jones: With a background in Financial Services, Back Office, Warehouse and Front of House Retail experience, Aaron delivers the “paddock to plate” strategies to integrate other business units into the Marketing Campaign.

• Breeanna House: With a background in Management and Insurance, Breeanna has developed excellent interpersonal skills and recognises the importance of building and maintaining client relationships. Working with the client to bring them the ultimate Marketing Campaign.

CURRENT STRATEGY CRITICAL ANALYSIS: CELEBRATE SUMMER

• Current Campaign Issues

• Seasonal Change & Generic Campaign Theme:• Utilising seasonal change to market products, is

tried and tested, but it really just seems to be tired…•

When utilising a generic campaign such as seasonal change, this will only achieve results when conventional marketing is flooded into the market. With Celebrate Summer, this was not the case.

• Social Media Management:

• Management of social media is poor with sporadic postings and mismatched marketing communications

• Brand Equity:• Affiliation with religious charity damaged Brand

Equity with current target market, and alienated community sentiment in regards to equal rights.

REVITALISED STRATEGY: 2014 FIFA WORLD CUP BRAZIL™

As Gloria Jean’s has become the official coffee partner of the 2014 World Cup Held in Brazil, we have designed a strategy to reinforce Gloria Jean’s core values and demonstrate Gloria Jean’s commitment to community and great coffee.

• New Campaign Concept

• Soccer (Football): speaks to the globe, beyond language, geography, demography. Partnering Gloria Jean’s with FIFA and this world sport will create a powerful message of community, unity, passion and will reinvigorate Gloria Jean’s brand image and communications.

• Geography: • The World Cup teams are drawn from countries that Gloria Jean’s have coffee houses

in which gives the campaign potential synergistic marketing outcomes.

• Reinforcing brand statements: • Family, community, valued partnerships, vitality and fun. Soccer is the sport that best

aligns with Gloria Jean’s Values.

• Reignite Community Spirit: • A World Cup themed strategy, leverages off a sense of community and allows Gloria

Jean’s Coffees access to their targeted Youth Market (15-25 year olds)

• New Technological Platform:• Preparing Gloria Jean’s for future marketing campaigns as well as this one, which will

aid entrance into the Asian marketplace.

GLORIA JEAN’SBRAND STATEMENTS

• Positioning Statement: “The Brand with a heart that delivers globally the World’s best coffee house experience”.

• Vision Statement: “is to be the most loved coffee company worldwide”

• Mission Statement: “Gloria Jeans is committed to building a unified family who consistently serve the highest quality coffee and provide outstanding and personalised service in a vibrant store atmosphere.

• Value Statement: We believe in partnerships based on integrity and trust, commitment to excellence and innovation, building a culture of Joy and Passion, belief in people, building and changing lives.

STRATEGY IMPLEMENTATION:TOOLS & TECHNIQUES

• Integrated Marketing Communications:• To communicate and reinforce Gloria Jean’s brand

statements, integration of the below key strategies are essential.

• Broadcast Media: • TV and Radio before & during the world cup series, a short

visual reminder of the GJC and FIFA partnerships.

• Competitions & Promotional Giveaways:

• Fantasy Football competition (similar to AFL) with your favourite players and teams. Round robin with points allocated to players in your fantasy teams the daily and finals winners will receive Official World Cup Merchandise and Gloria Jeans Cobranded products. Player cards can be used and traded to enhance the game concept.

• Community Strategy: • Hero of the community strategy with donations to Local

Soccer Development Squads and UNICEF to support international communities and hunger relief.

• Celebrity Endorsement: • Australian or International Soccer Player to endorse the

fantasy football competition.

• Mobile Applications: • Developing a suite of mobile applications to assist in

Promotions & Fantasy Football Gaming competition.

Budget Allocation: Due to the global nature of the game and the costs of local and international marketing associated with FIFA the budget will need to be 3-5 Million Australian Dollars spread over 1000 stores.

“Fuel your football passion with a Gloria Jean’s Coffee,

You’ll get a buzz without the hangover”.

STRATEGY IMPLEMENTATION:TOOLS & TECHNIQUES

• Promotional Mix Marketing Tools

• Advertising Outdoor:

• Bus Stop Posters and billboard signage will be placed close to sporting venues and large entertainment venues in major capital cities with a population of greater than 3 million people depicting Gloria Jean’s Brand and the official World Cup logo.

• Broadcast Media:

• Using Television and Radio broadcast media to reach a wider audience, will help draw consumer to Gloria Jean’s stores. Short or funny adverts depicting fantasy football match and the FIFA World Games held in Brazil 2014 will air shortly before and briefly during the Event. 15-30 Second spots x 5 ads per day

• Digital and Social Media:

• Specially designed mobile phone applications will be developed to facilitate the fantasy football match, which has the potential of spinning off huge revenue platform and establishes future communication with target audience.

• Social Media will be extensively used to both promote and manage public relations with an appointment of a social media manager and team. Word of Mouth and Permission Marketing are vital to fostering growth and communications with target audiences.

• Point of Purchase: Merchandise and player game cards can be purchased or given to customers along with other material depicting the World Game trade marks & logo

STRATEGY IMPLEMENTATION:TOOLS & TECHNIQUES

• Promotional Mix Marketing Tools

• Print and Support Media:

• Newspaper and local community gazette advertorials will run in all major capital cities, promoting Gloria Jeans and fantasy football teams, with results and player points which will also appear electronically. Print Media is trusted more by the senior consumers and those that don’t have access to technology.

• Public Relations:

• Series of Public Relations articles and Blogs inspiring involvement with the World Cup and fantasy football teams to be created on a daily /weekly basis prior to the World Cup.

• Sales Promotions:

• Advertising official merchandise and fantasy player trade cards through press and in store promotions.

• Sponsorship Marketing:

• Supporting the local football club in developing skills for aspiring players will engage the community. Donating to UNICEF promotes awareness of International Communities in need of assistance.

STRATEGY IMPLEMENTATION:ADDRESSING CRITICAL ISSUES

• How this will address critical campaign issues?:

• Employing a large uniform marketing campaign across cultural boundaries and multiple countries can be problematic, but with a world sport like soccer that spans many nations that Gloria Jean’s has a store in, then the potential synergies for a large focussed campaign will address the lack of campaign substantiality and revitalise brand communications.

• Engaging a Social Media professional or manager will address issues currently faced with mixed communications and public relations and substantially eliminate negative word of mouth.

• Careful selection of sponsorship with non profit organisations ensuring that they align with Gloria Jean’s values will insure against damage to brand equity.