Message & creative direction

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- SCARLETT- MANDALAY - PAUL - JANESS -TIJANA

Background

Message & creative direction

Direct Mail

The Expo will start in May 2015 which will include 200 exhibitors drawing in an audience of over 3000 to the event

• By advertising through billboards, direct mail, print ads, data collection and social media

we aim to drive traffic to the website.

Naturally Good Expo is a breakthrough expo in the Australian market.

Naturally Good’s relationships with its attend-ees and its clients are on a b2b (business to busi-

ness) level with some (business to customer) elements

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Market Segmentation

•

• Primary target market for the Naturally Good expo are retail

distributors• Secondary target market is the public, distributors or media who have a passion for organic and

healthy produces.

Goals & Objectives

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Data Collection

Market Segmentation

Goals:The goal of this campaign is to generate awareness for the Naturally

Good expogenerate attention towards the expo in its first year and in the future.

OBJECTIVES:• gain 800 likes on Facebook in the first stage with an additional

400 in the second stage.• drive an attendance of 2,500 business with an additional 200 for the

general public• send 3,000 direct mail packages to business in retail,

distributors, food services and health practitioners• gain valuable feedback sampled through interactive customer expe-

rience (data collection)• To have 50 postings under the hashtag of #naturallygood each day

of the expo from attendees

Competitor two:Wray Organic Expo

occurred in Brisbane this year and of-fered the public the opportunity to

sample over 100 organic products from food to cleaning products.

Competitor three:EcoXpo:

every company there is a “proud owner or user of an organic, natu-ral and/or sustainable brand"

The expo hones itself as being a fun and learning event with their also being free eco movies shown throughout the two day event

Competitors

Data Collection Billboard

Goals:The goal of this campaign is to generate awareness for the Naturally

Good expogenerate attention towards the expo in its first year and in the future.

OBJECTIVES:• gain 800 likes on Facebook in the first stage with an additional

400 in the second stage.• drive an attendance of 2,500 business with an additional 200 for the

general public• send 3,000 direct mail packages to business in retail,

distributors, food services and health practitioners• gain valuable feedback sampled through interactive customer expe-

rience (data collection)• To have 50 postings under the hashtag of #naturallygood each day

of the expo from attendees

competitors are involved in the natural and organic industry

Competitor one:Sustain Organic Expo & Green show

embodies all aspects of health and the latest in natural products. This expo is also the health expo in the country that is completely free to attend.

MESSAGE

Attending the Naturally Good expo is going to be beneficial to the visitors

business.

This message is meant to encourage and develop a

relationship between Naturally Good and its

target audience.

creative direction

The creative direction centres on the idea of growth.

The pieces created give target audience an idea that naturally good wil provide their business

with the foundation, tools and products to help them grow their businesses to success.

Tackles different communication strategies that all focusing on the message that Naturally Good will be beneficial for their business and under the

creative direction of growth

1x plantable paper packet

1x biodegradable plastic packag-

ing + soil1x house outline

This piece doubles as a pot plant that

will sit on the receivers desk and act as a constant

reminder of the expo

Message & creative direction

Social Media

!"#$"#%

1x plantable paper packet

1x biodegradable plastic packag-

ing + soil1x house outline

This piece doubles as a pot plant that

will sit on the receivers desk and act as a constant

reminder of the expo

Message & creative direction

Direct Mail

Slogan Social Media

!"#$"#%

!

Advertisement one is symbolic of the eco-green footprint

The second advertisement is an agricultural representation of the expo

The third advertisement shows the complications and confusions that may occur during an expo and the solution that Naturally Good can offer

Direct Mail Print Advertisment

Evaluation

•

• Primary target market for the Naturally Good expo are retail

distributors• Secondary target market is the public, distributors or media who have a passion for organic and

healthy produces.

Advertisement one is symbolic of the eco-green footprint

The second advertisement is an agricultural representation of the expo

The third advertisement shows the complications and confusions that may occur during an expo and the solution that Naturally Good can offer

Print Advertisment

Data Collection

Evaluation

To benefit the visitors of the expo we sought to find our what their

consumers want or value within the

natural and organic industry..

Each pot plant represents one of your

four areas:

• Food and Drink• Beauty and

Personal Care• Health and

Nutrition• Natural Living

Competitor two:Wray Organic Expo

occurred in Brisbane this year and of-fered the public the opportunity to

sample over 100 organic products from food to cleaning products.

Competitor three:EcoXpo:

every company there is a “proud owner or user of an organic, natu-ral and/or sustainable brand"

The expo hones itself as being a fun and learning event with their also being free eco movies shown throughout the two day event

Data Collection BillboardThe billboard will be 19m x

4.57m

will follow on with the

theme of ‘grow your

business’

section under main billboard will need to be cut to special requirements

Social Media

Social mediaSocial media is used

because it easier to create brand awareness with a

smaller budget and also reach large audience.

SweepstakeA trade promotion tool

that is used on Facebook to drive health and organ-ic businesses to the Natu-rally Good’s Facebook

page.

FacebookCover Photo with the

theme ‘Grow your business’3 parts of the Facebook campaign: Before, during

and after the trade show

TwitterIntegrated with Facebook to allow audience write comments, give feedback or request information

Slogan Social Media

Nurture Build Flourish

Evaluation

Survey for participants to fillin after expo

Social media and the number of hashtags, tweets or postings about the expo

Amount of news coverage generated by media kits, direct mail.

The number of participants who partook in the data collection at the supermarkets

The traffic generated from the website.

Nurture Build Flourish