The document summarizes Australian Gold's marketing strategy for targeting young female consumers. It outlines their target demographic as females aged 18-22 who are social, outgoing, and want to look their best. It then describes elements of their marketing approach including sponsoring music festivals and using transit/social media advertising to promote the message that using Australian Gold gives women "applied confidence." It provides details on festivals they have sponsored in various cities and compares their social media followers to other music festivals. Finally, it includes budgets for different marketing channels such as sponsoring festivals, print ads, and maintaining spray booths at events.

1. Team 4

3. Who is Australian Gold?

4. The Target
 Females 18-22
 Collegiate
 Millennial
 Single
 Adventurous, social,
outgoing, energetic
 Wants to look her best

5. What she needs

6. “Applied Confidence”
 When she uses Australian
Gold she is putting
“applied confidence on
her skin”
 Using Australian Gold
helps her reach her
ultimate level of self-
actualization
 Every girl wants to be her,
every guy wants to be
with her

8. Gold Tour

9. Transit Media

10.  Miami, Florida
 1 day festival from 1999-2006
 2 day festival from 2007-2010
 3 day festival from 2011-2012
 2012 record 165,000 people
attended per day

11.  Indio, California
 Known as “City of Eternal
Sunshine”
 Began in 1999 with 25,000
people in 2 days
 2011 had a total of120,000
people
 Added second week for 2012

12.  East Rutherford, New
Jersey
 Southern California from
1997-2010
 Las Vegas in 2011
 New Jersey in 2012
 Las Vegas lasted 3 days
attracting 240,000 people

13.  Chicago, Illinois
 Began in 1991
 160,000 people
attended over a 3
day period in 2011

14. Australian Gold Oasis

15. The Spray Booth

16. Media
Online Transit
Print Event
Direct
Social
Email

17. Social Media
Facebook Twitter
Event (likes) (Followers)
Ultra Music Festival 325,037 56,837
Coachella Music Festival 480,701 233,118
Electric Daisy Carnival 239,602 29,779
Lollapalooza Festival 288,761 104,159
Australian Gold 26,778 1,409

18. Print Media
 Cosmo 14,555,00
 Glamour 10,449,000
 Elle 2,813,000
 Vogue 7,719,000
 Allure 3,919,000

19. Media Flowchart

20. Budget
Media Initial Cost Secondary Cost
Truck & Trailer $140,000 truck with $26,000 gas per year
customization
Festival Sponsorship $100,000 per festival
Print/Magazine Allure-$87,000 (4)
(individual run) Cosmopolitan-$176,000 (4)
Elle-$92,000 (4)
Glamour-$136,000 (4)
Vogue-$100,000 (4)
Oasis including booth $40,000 $5,000 per spray
booth (4)
Pandora $5,000-$20,000
YouTube Free
Total $2,970,000

21. Thank You