2. Explanation of identified
problems and issues
Presence of Diabetes Australia in
TAS, ACT and NT
- Events to increase wider community
involvement and support
- Missed opportunities
- Attendance at sporting events
- Health expos
- Universities
- Casual donations
- e.g – Radar Promotions Australia
3. Explanation of identified
problems and issues
Media channels
- Television
- Radio
- Regular use of Facebook
- Magazines (including university and other
school publications)
- Newspapers
- e.g. Regular radio ads to support other
media avenues
4. Explanation of identified
problems and issues
Communication synergy
- The positioning statement should define what
the brand represents in the minds of the target
market through all media channels:
- Advertisements
- Social media
- Promotions
- Public relations
- Event sponsorships
- e.g. All aspects of the positioning statement
should align
5. Overview of new/revised
marketing strategies
Celebrity endorser
- Television stars
- Movie actors
- A well-known personality
- Expensive and risky
- Careful selection of individual
- e.g. Marcia Hinds, Rod Kafer, Michael Moore,
Halle Berry, Nick Jonas and Dorian Gregory
6. Overview of new/revised
marketing strategies
Marketing public relations (MPR)
- Free print or broadcast time
- Information perceived as pertinent and
newsworthy for audiences
- Unbiased report
- Press releases
- Non-personal communication
- e.g. Advertising of events in communities,
towns, cities and states
7. Overview of new/revised
marketing strategies
Appeals to consumer fears
- Enhance consumer motivation
- Negative consequences through not
using the product or for acting in a certain
way
- Stimulate audience involvement
- Social disapproval or physical danger
- e.g. TV ad showing the behaviours that
may lead to diagnosis of diabetes such as
no exercise and eating junk food
8. Overview of new/revised
marketing strategies
National approach
- Potential financial donors
- Internal campaign
- State bodies to include TAS, ACT and NT
- Coordination and IMC across all the
states is vital
- e.g. Nation wide campaign to increase
market saturation and extensive
community involvement
9. Identification of tools to be
used
Advertising in cinemas
- Visually appealing
- Large audio systems
- Direct marketing
- Generally easy to predict type of audience
- Individuals cannot fast forward or skip ads at
the cinema
- Captive audience
- Higher magnitude of people
10. Identification of tools to be
used
Sponsorship marketing
- Increases brand awareness
- Expands consumer preference
- Higher brand loyalty
- Creates positive PR
- Sponsor an event or organisation that
attracts similar target markets
- e.g. Sports sponsorship
11. References
Chitty, W, Luck, E, Barker, N, Valos, M & Shimp, TA
2015,’Intergrated marketing communications, 4th
edn, Cengage Learning Australia Pty Limited, South
Melbourne, Victoria.
Diabetes Australia 2015, Living with diabetes,
Australian Capital Territory, viewed 14 March 2015,
http://www.diabetesaustralia.com.au/Living-with-
Diabetes/.
People Pledge Australia Blog 2015, Australian
Celebrities Living with Diabetes, Australia, viewed 19
April
2015,<http://peoplepledge.com.au/blog/australian-
celebrities-living-with-diabetes/>.
