Assessment Item 2 - Pitch Presentation

1. Kate Wittison : Accounts Manager
Bronson Chen : Promotions Executive
Trisha Adams : Creative Director
Cassie Henderson : Research Analyst Executive

2. Our Agency
- The team at our agency has over 20 years combined experience.
- We have made previous contributions to many successful sporting
campaigns such as the Australian Socceroos campaign.
- Importantly, we have the abilities to understand the effectiveness of any
campaign we work on.

4. The Campaign
Aim
- To achieve an acquired new market share by expanding into differing target
markets.
- To launch a new brand image campaign that will reposition the brand of
Collingwood as a team that comes together with the unity of a family.

5. Current Issues
- The campaign targets blokes’ affectively, but this target market limits
possible members.
We believe the club can still maintain a competitive image against others
within the code, while finding a softer side.
The masculine campaign theme isn’t linking with the differing family
membership offerings.

7. It’s better when the whole family gets involved.

8. Changing Perceptions
Current descriptions:
- Bogan
- Tattooed
- Feral
Campaign appealing to families:
- Unity
- Teamwork
- Mateship

9. In extending the
target market we will:
Entice the
influencer!
Persuade the
decision maker!
Roles in the Buying Process
Initiator Influencer Decider Buyer User

10. New and Revised Marketing
Communications Campaign
Expand the current target market, to include
women and children to create a family orientation.
Our strategy is to transform the image provoking
the club.
- A rounded campaign theme will -Team loyalty and passion is passed
encourage more families to attend game down through generations.
days, linking with the AFL’s focus on - Revenue will be increased by
family orientation. encouraging all family members to
become a club member.

11. Implementation
Introducing the new slogan of ‘our family is your family.’
Generate awareness and promote a new image of the club, through the use of:
- Broadcasting, picturing unity of the - Print advertisement supporting the new
whole family coming together to celebrate message and reinforcing the slogan.
the game. Incorporation of sales promotions to
- Increased PR of club family activities. encourage referring members to ‘extend
the family’.
- Social media integration.

12. Sample Flyer