2. Overview of presentation
• Sarah, SANA director will explain why our proposal is right for your
business
• Nicola from Accounts will discuss the key issues with the current
marketing strategy
• Aimee, Marking Strategist, will discuss our suggested marketing
communications strategy for each target market identified
• Allison, Media Strategist, will outline the communication tools we
recommend you use to achieve optimum results.
We hope you find this presentation beneficial and innovative
3. Key issues with the current campaign
The main issue with AFL’s current campaign is that it is not fully engaging
their target market, and could be excluding some followers of the brand. This
can be broken down to three key areas:
Female Representation:
• Imagery and music seeking to appeal male gender
• Lack of female representation in advertisements
• May lead to a decreased interest from women, and a smaller brand
following as a result
Source: Age.com.au
4. Communication with potential consumers:
• Lack of focus on communication basic information about AFL as a brand
• May be effective for current followers, but does not give consumer an
understanding of the game in its entirety
• Limit ability to enter key international markets, and other key markets such as
followers of other sports
Social Media:
• Not fully exploiting the use of social media in order to grow their
brand
• Risk of brands such as NRL and Cricket Australia gaining competitive
advantage through embracing the trend
• Needed for the AFL to be able to both create and further establish
brand loyalty
5. Revised marketing communication strategies
New ways to target audiences
• Use of testimonials of past players in sports, our of real life people and how
AFL has influenced their lives for better
• Capitalize on celebrity endorsements and high profile people that follow the
sport
• New campaigns need to look at updating each current creative strategy to
ensure it is targeting the correct audience directly. Show ALD brand is adaptive
and flexible
• Use of greater techniques of imagery dramatization should be incorporated.
An example of this is the NRL commercial “The Greatest Game of All”
6. Changes to current media strategies
• Social media- Use updated social media channels
to attract and retain younger audiences- make it
more direct
• Look to increase current level of endorsements
being used and promoted in AFL
• These recommendations used together will help
target new and existing fans more directly and
effectively
Source: news.com.au
7. Recommended communication tools
Marketing tools recommended
• A completely revamped, restyled television advertisement.
• Currently AFL campaigns are using outdated footage, with a very
restricted target market.
• Celebrity endorsement is a powerful marketing opportunity that is
not yet being utilised enough. Celebrity endorsement can give AFL
instant recognition to a market not currently being reached
- The values of celebrity that we would recommend you
embrace:
- Family friendly
- Trustworthy and down to earth
- Approachable, and;
- Make connection between brand and endorser
8. How to utilize resources and recommendations
• AFL’s main direct competition, NRL, in 2013 modernised their campaign,
giving intrigue through the use of celebrity endorsement, directly targeting
woman, children and multicultural groups.
• The media outlet tool best suited to this marketing strategy is television,
due to its popularity and accessibility, with over 13.5 million Australians
watching free to air TV everyday.
• Social media should be used to connect and further
strengthen relationships with its young
and more technological savvy customers
• Combining these two tools to the
communication process of AFL
marketing will increase target
audience and thus participation and
sales profit to the company
9. Thank you for viewing this proposal, as presented by
SANA Marketing Solutions
Source: abc.net.au
We look forward to hearing from you soon
