Kate Wittison : Accounts ManagerBronson Chen : Promotions ExecutiveTrisha Adams : Creative DirectorCassie Henderson : Research Analyst Executive
Our Agency- The team at our agency has over 20 years combined experience.- We have made previous contributions to many successful sporting campaigns such as the Australian Socceroos campaign.- Importantly, we have the abilities to understand the effectiveness of any campaign we work on.
The CampaignAim- To achieve an acquired new market share by expanding into differing targetmarkets.- To launch a new brand image campaign that will reposition the brand ofCollingwood as a team that comes together with the unity of a family.
Current Issues- The campaign targets blokes’ affectively, but this target market limits possible members.We believe the club can still maintain a competitive image against otherswithin the code, while finding a softer side.The masculine campaign theme isn’t linking with the differing familymembership offerings.
It’s better when the whole family gets involved.
In extending the target market we will: Entice the influencer! Persuade the decision maker! Roles in the Buying ProcessInitiator Influencer Decider Buyer User
New and Revised Marketing Communications Campaign Expand the current target market, to include women and children to create a family orientation. Our strategy is to transform the image provoking the club.- A rounded campaign theme will -Team loyalty and passion is passedencourage more families to attend game down through generations.days, linking with the AFL’s focus on - Revenue will be increased byfamily orientation. encouraging all family members to become a club member.
Implementation Introducing the new slogan of ‘our family is your family.’Generate awareness and promote a new image of the club, through the use of:- Broadcasting, picturing unity of the - Print advertisement supporting the newwhole family coming together to celebrate message and reinforcing the slogan.the game. Incorporation of sales promotions to- Increased PR of club family activities. encourage referring members to ‘extend the family’.- Social media integration.