2. Advertising agency that offers the complete package of
marketing services.
We have analyzed and revised your current campaign
To help you promote the importance for Australians to donate
blood
NORTHERN MARKETING CONSULTANTS
3. Lack of diversity from media channels
Facebook is almost your sole form of advertising
Have not had a TV advertisement in 3 years
PROBLEMS/ISSUES
4. Failure to target a specific segment of the market
Treating all consumers the same
Marketing tools are very broad and lack direction
PROBLEMS/ISSUES
5. TV advertisement
TV advertisements are capable of reaching 99.7 percent of
the population
Key: Ability to achieve impact
REVISED COMMUNICATION STRATEGY
PROBLEM 1
6. 3 different ads 3 different target markets
16-30 year olds
Families with teen children
Over 55s
REVISED COMMUNICATION STRATEGY
PROBLEM 2
7. Advertising: Broadcast Media
Identify target market, use relevant media channels
Will achieve synergy, Influence market behavior, build
relationships with donors
COMMUNICATIONS TOOLS
Welcome ladies and gentleman, My name is Tom Wilson and I am a project manager from Northern Marketing Consultants. Northern marketing consultants is an advertising agency that offers the complete package of marketing services. At Northern marketing consultants we perform creative, media and research services, account management, direct marketing, public relations and sales promotion. My team at northern marketing consultants have analysed your current marketing campaign at the Red Cross Australia blood services and come up with a revised campaign that we think will help you promote the importance for Australians to donate blood.
Through research of your current campaign we have discovered 2 key weaknesses. The first weakness is your lack of diversity from media channels. Your Red Cross Facebook page which although has almost 200,000 followers seems to be your main and almost sole form of marketing. Although social media is an inexpensive form of advertising it shouldn’t be used as an alternative rather in unison with other media channels to help build a stronger brand image. As a broadcast media channel TV advertisements are the most favorable and reach some of the largest audiences.
The second and most concerning problem that we identified for you from your current campaign is the failure to profile and target a specific segment of the market. Although your goal is to to get your message out to as many people as possible there is a failure to identify different market and all of the consumers are been treated the same. The videos and photos that are been posted on your social media page are very broad and seem to lack direction. By trying to reach a broader target rather than narrowing down on specific sections of the market you are sacrificing effectiveness. Although we think the way these videos have been used are some of your weaknesses we also think they can be your biggest strengths if used advantageously.
The first step to this is adding diversity into your advertising media channels. This could be done by reintroducing a refreshed TV advertisement campaign. Free-to-air TV in Australia penetrates 99.7 percent of the total population with 61% of homes having access to 2 or more TVs with an estimated 14.3 million Australians watch free-to-air TV everyday with a 7% increase since 2010. One of TV advertisements key strength is the ability to achieve impact. The large penetration area could help build awareness for the blood donation program By working closely with your team we could create an exciting new campaign for potential and current donors. TV advertisements major downfall is the large advertising costs that are involved. We at Northern marketing consultants believe that this downfall could be overcame by recycling the TV advertisements to use on your Facebook page.
Expanding on problem 1 problem 2 can be solved at the same time with a new TV advertising campaign which will also be posted on Facebook, helping with brand synergy. We would propose the campaign to consist of 3 different adds which would be targeted towards 3 different demographic target markets. First target market would be the younger generation between 16 and 30 years old. This is one of the most important segments because they will hopefully continue to donate for years to come. The second target market is families with children in their teens. This would be a project market as it would look at parents making it a family event and in encouraging their children to also donate when they are of age. The last segment to target is mature agers over 55s. This demographic segment continues to grow in Australia’s ageing population. This particular advertisement would look at encouraging over 50s to help the younger generations who will be helping them for the remainder of their lives.
Advertising through a non personal channel in broadcast media is the key communication tool behind the revised campaign. We think that putting resources into a new TV advertising campaign that is used through social media will be of great benefit and help attract more donors nationwide. We think that the key features of integrated marketing communications: identifying a target market and using the relevant media channels will help Red Cross Australia's Blood division to achieve communication synergy, influence the target markets behavior and build relationships with donors.
On behalf of myself and my team at Northern marketing consultants I would like to thank you for taking your time to listen to our marketing pitch. We look forward to hearing back from you and we hope that we will be working together in the near future.
