Marketing Communications Pitch

2. GROUP 3
Our agency offers its customers the best methods and tools in planning
and implementing a successful marketing campaign. Our campaigns aim
to implement mass marketing, increase sales, and enhance customer
satisfaction throughout the company. Group 3 marketing campaigns grab
the customers attention immediately and advertise the right message to the
right audience. Our marketing specialises genuine relational
communication with the intent of establishing loyal consumer based
integrity, for long term support of Gloria Jeans coffee, in an often fickle
market place.
Group 3 consists of three team members
 Jonathan Williams
 Tegan Kirkpatrick
 Claire Gillespie

3. ISSUES
One of the main issues with Gloria Jean’s previous and current
marketing campaigns is the lack of advertising mediums or channels
used which leads to a lack of integrated marketing communications.
Recently Gloria Jean’s has been able to continue its strong brand
recognition with very limited mainstream advertising, straying from
high exposure communication channels such as, television
commercials, newspaper advertisements and billboards. The main
communication tools that Gloria Jean’s use are internet and in-store
advertising.
Digital and in store advertising is only promoting to already existing
customers. This reduces their ability and potential to expand their
consumer base and maintain market share. As Gloria Jean’s mainly
uses these two types of advertising techniques, they are limiting their
campaigns to the consumers that they already have and are excluding
huge amounts of potential consumers that are not aware of Gloria
Jean’s products and promotions.

4. OVERVIEW OF PREVIOUS CAMPAIGN
Gloria Jean’s previous campaign involving the With Heart foundation
tried to create a positive image and a sense of social responsibility by
showing the consumers that by purchasing one of their products the
consumer was also donating money to the less fortunate.
Due to the success of this style of marketing, Gloria Jeans should
revisit the old campaign of “With Heart- changing the world one sip at
a time” as it would aim to remind and refresh consumers and the
community of Gloria Jean’s Coffees contribution to society.

5. REVISED CAMPAIGN – 10 FOR 10
The success of the With Heart campaign has grabbed our attention and we
suggest revisiting this campaign. The new campaign would be named The
10 for 10 campaign which would involve:
 10 charities as chosen by the loyal customers of Gloria Jean’s Coffee.
 10% of every coffee purchase going to these 10 charities.
As this new campaign will include a percentage of each purchase going to
local as well as international social needs, a strong
connection and feel good attraction quality to the brand and local stores will
be achieved. Through the help of its customers, Gloria Jean’s and the local
community will have accomplished something great together through the
partnership of drinking coffee.

6. REVISED CAMPAIGN – 10 FOR 10
We believe that this campaign will reach into the hearts of consumers
and will them to purchase Gloria Jean’s Coffee . This campaign has the
potential to lift Gloria Jean’s status as one of Australia’s leading coffee
providers. It has the potential to not only appeal to the current target
market but also to grow the market. We believe that customers will want
to make a difference and will at relate to at least one of the ten charities.

7. ADVERTISING PLATFORMS
We suggest that the best way to advertise this particular campaign
would be by adopting an integrated approach. Using many different
means of advertising all placed to fit with the current target market.
Print Media (magazines, newspapers, posters, billboards) – used to
grab peoples attention and bring focus to the aims of the campaign.
Reaches a lot of people over different periods of time.
Digital Media (Facebook, Twitter, Television advertisements) – used to
update people on the progress of the campaign. i.e. updates on how
much money has been raised so far, stories on the charities receiving
the funds and how the funds are being used.

8. Group 3 ensure that the 10 for 10 campaign will reach the current target
market and the campaign will be successful at retaining and also
gaining new customers.
Thankyou for your time.