corporate image & agency brief
DESCRIPTION
what is corporate image & how to do a agency briefTRANSCRIPT
Synergizing marketing Communication
Assignment presentation June 2014 Malinga Vthanage
0000016142
Content
What is corporate image & importanceSocial media campaign plan ( public relationship)
Advertising agency brief
What is corporate image?
Summarizes what the company stand for as well as how it known in the market place.
Corporate image contains invisible and intangible elements Other important facts are,• Quality of the G & S
• Willingness to satand behind when something went wrong
• How the firms dealt with customers
Importance of having a good corporate image
Benefits through consumer perspective and company perspective Hayleys corporate benefited as ,• Company history span through 135 years back
• It has 12 sectors ( hand protection/ purification/ transportation & logistics)
• Manufacturing and marketing operations in other countries and products are sold in 80 countries
• Revenue during 2012/13 is Rs mn 74302
• 63% of income comes from exporting ( 4.5 % of tea and 2.2% of rubber products)
Social media campaign plan +public relationship
Public relation is mass promotional tool. It leverage by social media campaigns
Social medias are face book/ Twitter/ Wikipedia/ You tube Public relation tools company news letters/ annual reports/ public
relation release( chairmen speech)
Corporate Image
Social Media Campaign Plan to Hayleys
Purification sector is the second biggest revenue generating sector Activated carbon air and water purification application, gold
extraction Manufacturing facilities in Sri lanka/ Thailand/ Indonesia
Marketing offices in UK/ USA/ Australia and key customers are live in 80 countries.
Can actively engaged with stake holders Can achieve the goal of position as the world’s leader in purification
sector
Stake Holders
Identified stake holders are, Shareholders Customers In 80 countries Employees Unions Business partners Suppliers local & international Government local & international Local community Media local & international (business magazines & news papers) Banks Society/ pressure groups ( CSR projects)
Communication Objectives
Have to set different communication objectives to each of stake holders
Stake holder - To built credibility, generate own excitement
Customer - To purchase our products, to remain existing customers constant
Employee - To increase their self image & persuade them, To create job
security in their mind, to get their maximum skill & competence
Unions - To create job security in their mind, to persuade
Business partners - To built credibility
Suppliers -To persuade them, to reduce their risk of supplying & get
quality raw materials
Government -To built credibility ( it help to face the government rules and regulations
regarding business), reduce the pressure of the government rules & regulations
Banks -To built credibility ( because it help to get reasonable bank rates)
Local community - To built credibility (about products and its production side)
How to Assess
Final Stage is to asses the development To assess the development we can use social media sites like, • Ow.ly or bitly – these sites can track the links. Through this we can see who is clicking the
links we put out there.
• Google analytics – We can see how much traffic we drive their and where the traffic come from.
• Official web/ face book or mail –we can measure our assess through customer feedback mails or comments
Advertising agency brief
Our ideas Objectives
Target customersOur massage
Other relevant information
Advertising agency
How to Develop it?
Hayleys can develop their Advertising agency brief as follows
• Client: - Hayleys plc
Hayleys building
Po: box 70, No.400, Deans road, Colombo, Sri Lanka
T: +94 112 627 000 F: +94 112 699 299 W: www.hayleys.com
• Project: - an advertising agency brief to develop an advertisement aiming at enhancing group corporate image
• Prepared by :- G.G. Malinga Vithanage
T: 0717238490 Mail: [email protected]
• Overview :-small description about the company and present business situation
• The objectives:- The purpose of this advertising is to position & enhance group corporate reputation
• The target audience:- Stake holders/ Age group/ hobbies/ their life styles
• The massage theme:- What's the single most persuasive or most compelling statement we can make to achieve the objective?
“better products through healthy & eco-friendly environment”
• The support:- other relevant information Company vision, mission and values Chairman’s letter in annual report 2012/13/14 Around 63% of Hayleys is export Sectors:- Fibre, Hand protection, Purification, Textiles, Construction materials, Agriculture,
Plantation, Transportation & logistics, Consumer products, Leisure & aviation, Power & energy, Investments & service sectors
Heyleys brands (see annexture) Awards received during past times (see annexture) Public relation activities which are used in activated carbon’s social media campaign
• The constraints:- any legal and mandatory restriction place on advertisements.