Pitch Campaign Presentation

H B A Ad v e r t i s i n g A g e n c y

• Australian organisation

• Head office located in Sandy Bay, Tasmania

• Specialise in advertising solutions service

organisations

• Pride ourselves on providing the best customers

service and advertising solutions for all of our clients

Problems & Issues:Awareness of core product offering.

Vs.

Web

Social Media

Source: Hudsons Coffee Website. Source Hudsons Coffee Facebook & Instagram

Problems & Issues:Limited Target Market

Problems & Issues:Market Position – Service Delivery

Revised Communication Strategy

Integrated Marketing

Communications

Create awareness of

core product and extended product

range

Expand target market – Specific

focus on Baby Boomer

Generation

Define market position relate to

competitors

Visual service experience images

utilising product range and older consumers in

promotion.

Service experiences – Customised to individual

consumers.

• 20% of all online traffic in Australia is from the Baby Boomer demographic.

• 72% of Baby Boomers use Facebook • Baby Boomer have a desire for “Enhanced

lifestyle, memories, experiences & connectivity”

- (Patterson, 2012)

External Communicati

on

Primary Communication:

Digital Marketing.

Platform: Social Media

Secondary Communication: Advertising.

Platform Regional Print campaign

Integrated Marketing Communication Strategy

Internal Communicati

on (Store Level)

Primary Communication:

Personal Selling. Platform: Through service delivery by

employees

Secondary Communication:

Point of Purchase.Platform: Visual cues

References Chitty, B, Luck, E, Barker, N, Valos, M & Shimp, T 2015, Integrated Marketing

Commuincations, 4th edn, Cenage Learning, South Melbourne, Victoria, Australia.

Hudsons Coffee . (2015). NEW FRANCHISEE AT HUDSONS COFFEE HOBART STORE. Last accessed 15th March 2015. Available: <http://www.hudsonscoffee.com.au/news/new-franchisee-hudsons-coffee-hobart-store>

Hudsons Coffee. (2015). 10 Reasons to do business with us; Training. Last accessed 15th March 2015. Available: <http://www.hudsonscoffee.com.au/franchising/10-reasons>

Hudsons Coffee. (2015). Hudsons Coffee. Last accessed 15th March 2015, Available: <https://www.facebook.com/HudsonsCoffee>.

Patterson, J. (2012). Baby Boomers dominate as the online consumer. Available: http://www.simpleid.com.au/baby-boomers-dominate-the-online-consumer/. Last accessed 21st April 2015.

References:

Shiffman, L, O’Cass, A, Paladino, A & Carlson, J 2014, Consumer Behaviour, 6th edn, Pearson, Frenchs Forest, NSW, Australia.