Marketing Solutions analyzed the "We're Here to Stay" campaign of an unnamed company. They identified issues with the timing of the campaign after production ceased in Australia, mixed messages to consumers, and an ineffective brand positioning. Strategies proposed included directing messages to specific markets, changing the campaign concept to focus on quality, price and variety, repositioning the brand, and executing messages positively. Communication tools recommended were television, newsprint, YouTube and Facebook to engage consumers and build brand relationships.

1. Marketing Solutions
55 Main Street Hobart

2. Marketing Solutions
 Founded in Hobart 2010
 ‘Emerging Business of the Year’ 2012 TasBusiness
 “Innovative and Creative” Marketing Monthly

3. Marketing Solutions
 Achieving client success
 Specialised marketing services
 Understanding consumer needs

4. Analysis of ‘We’re Here to Stay’
campaign
 Identification of problems and issues
 Proposed strategies
 Communication Tools

5. Problems and Issues
 Timing of the campaign
 Too soon after announcing cease of production in
Australia
 Mixed messages to consumers
 Brand positioning
 Current positioning not longer effective
 Australian consumers less passionate about brand

6. Problems and Issues
 Message content
 Failure to persuade consumer
 No benefits communicated to consumers
 Message execution
 Ineffective communication
 Recent announcements contradict campaign message

7. Strategies
 Directing the message to specific market segments
 Communicate to each market segment separately
 Ensures effective delivery of communications
 Consumers receive message positively
 Change campaign concept
 Change concept to ‘Quality, Price and Variety’
 More relevant to consumers

8. Strategies
 Reposition brand
 Manufactured overseas for Australians
 Focus on ‘Quality, Price and Variety’
 Increases brands relevance to modern day consumers
 Execute message with positivity and optimism
 Reassure consumers that changes are positive
 Communicate future benefits of changes to consumers

9. Communication Tools
 Television
 Wide audience coverage
 Can communicate general and specific information
 Able to engage consumer senses with minimal exposure
 Newsprint
 Wide audience coverage
 Provides more detailed written information
 Can be used by consumers in their own time

10. Communication Tools
 YouTube
 Potential of reaching largest audience
 Create short videos tailored for specific markets
 Low cost alternative to Television
 Able to measure success through view counter

11. Communication Tools
 Facebook
 Platform for issuing announcements, product
information and events
 Build a lasting positive brand relationship with
consumers
 Ability to receive feedback about products and issues
 Increased brand exposure through user sharing

12. Conclusion
 Summary
 Problems and Issues
 Timing of the campaign
 Brand positioning
 Message content
 Message execution
 Proposed strategies
 Communication Tools
 Questions