collaborations agency presentation

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Collaborations Agency Advertising Pitch April 2015

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Page 1: Collaborations Agency Presentation

Collaborations Agency

Advertising PitchApril 2015

Page 2: Collaborations Agency Presentation

Overview

• Who we are • Hudsons coffee; the consumer • Current marketing strategy • Issues and problems with current strategy • Proposed recommendations • What is in it for you?

Page 3: Collaborations Agency Presentation

Collaborations Agency: Who we are

• Established for over ten years • Clients trust us with their brand equity • Our team is filled with the best in the business• Collaborations is known for putting its clients

needs first

Page 4: Collaborations Agency Presentation

Hudsons coffee: The consumer

• Time poor, ‘on the go’, business professionals• Hudsons stores are strategically placed in high

built up areas • They have the convenience of a chain but the

quality of an independent cafe

Page 5: Collaborations Agency Presentation

Current communication tools

• Forms of communication tools include:

– Digital marketing (Facebook & Instagram)

– Promotional advertising ( loyalty program that has

150,000 members, in-store signage/ posters)

– Outdoor advertising (billboards)

– Media relations (Public relations releases)

– Personal selling channels ( exceptional customer service)

Page 6: Collaborations Agency Presentation

Current marketing strategy: Market Research

• Market research conducted by Hoyne in 2012• Results showed:– Hudsons customer patronage was declining at an

alarming rate – Customers viewed Hudsons as ‘lack lusture and

generic’ (Melbourne design awards, 2012)

Page 7: Collaborations Agency Presentation

Current market strategy: Rebrand & Results

• Hoyne Design rebranded with:– New packaging– New logo – New slogan ‘ a little love, in every drop’

• Melbourne airport was used as pilot store

• ‘After’ market research showed: – Sales doubled in growth – Customer Satisfaction rose to 98%

Page 8: Collaborations Agency Presentation

Current market strategy: Issues

• Successful rebrand not rolled out Australia wide

• Little advertising and promotion of the campaign occurred: – No public relations release – Little outdoor advertising – Insufficient digital media updates

• Current campaign lacks a clear, coherent and strategic marketing campaign

Page 9: Collaborations Agency Presentation

Recommendations

• Roll out the rebrand ‘new look’ nationwide

• Implement a consistent and strategic advertising campaign that promotes the new rebrand and slogan... ‘ a little love in every drop’

• Target coffee drinkers as close to their purchasing decision as possible

Page 10: Collaborations Agency Presentation

How we propose to do this

• The best way to advertise to ‘on the go professionals’ via:

- Transit press advertising, billboard advertising, transport station advertising

- Print advertisements in newspapers and in-flight magazines- Increase in digital marketing (Facebook, Instagram)

• Collaborations Agency to create a Smartphone App, features to include:

– Access to rewards club/ loyalty program – Advertisments of promotional offers of food and beverages – Ordering system ( first of its kind in Australia)

Page 11: Collaborations Agency Presentation

What our campaign could achieve

• Creation of the Smartphone APP will put Hudsons above its competitors

• With a consistent and targeted advertising campaign • Customer patronage would grow • The ‘after’ market research results of 98% customer satisfaction

and double sales growth, would be replicated nationwide

• Collaborations Agency believes your vision of breaking into the international market is possible

Page 12: Collaborations Agency Presentation

Thankyou