The document presents a campaign pitch for Hudsons Coffee to revise their marketing communication strategy. It proposes targeting office workers, specifically ladies and businessmen, by creating advertisements portraying Hudsons as a restful place. It also suggests implementing special discounts for regular customers and package pricing for large orders. Public relations efforts would establish Hudsons' image and reputation as a rest place for their target audiences. Communication tools include mobile ads, membership discounts, and community sponsorships to attract nearby customers.

1. Campaign Pitch Presentation
Hudsons Coffee
By: Qianru Liu (Betina)

2. Our Agency
• Professional marketing agency supporting our
customers in marketing strategy design and
implementation.
• Professional marketing background and
experience

3. Basic Problems
• Target customer of Hudsons Coffee is not clear
• There is limited additional value for customers
• Marketing place for Hudsons Coffee is also
limited
Source: http://www.hudsonscoffee.com.au/our-drinks

4. RevisedMarketing Communication Strategy
(1)
• New advertisement of Hudsons
Coffee to attract the target
customers
online and focus media to target at office
ladies and businessmen
culture of Hudsons Coffee as a rest place for
tired office ladies and businessmen

5. RevisedMarketing Communication Strategy
(2)
• Specific sales promotion
 special discount for continuous consumption
package price for large amount of
consumption

6. RevisedMarketing Communication Strategy
(3)
• Public relation
establish its image and reputation
communicate its business culture as a rest
place to its target customer groups
keep a positive relationship with its target
customers groups

7. Communication Tools (1)
• Advertising on the mobile application
such as Yelp and Urbanspoon
Target customers can search for the nearest
Hudsons Coffee store according to their position
and collect the information of Hudsons Coffee by
reviewing other customers’ feedbacks.
Mobile application can send information of
Hudsons Coffee to target customers in the easiest
way.

8. Communication Tools (2)
• Special discount to the membership
card
Special discount can encourage more office
ladies to enjoy benefits from Hudsons Coffee’s
high quality goods.
members of Hudsons Coffee could achieve
more value

9. Communication Tools (3)
• Community sponsorship activities
send the information of health to local
residents
attract the target customers who are living or
working nearby.