BMA349 The Pitch - Hudsons Coffee
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Transcript of BMA349 The Pitch - Hudsons Coffee
![Page 1: BMA349 The Pitch - Hudsons Coffee](https://reader035.fdocuments.us/reader035/viewer/2022062420/55b545c0bb61eb17768b45aa/html5/thumbnails/1.jpg)
New Campaign Proposal
- Hudsons Coffee -
By BlueSky AgencyEleanor Brennan (Senior Consultant)
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BlueSkyBranding• Founded in 2005
• Independent agency
• Focuses on close client relationships
• Memorable and engaging marketing campaigns
• Creativity & integration• Clear story
• Purpose
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Past Clients
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Problems with current campaign• Rebranded with Hoyne Designs Melbourne in 2012• Not all stores have been updated – still represent the
pedestrian aesthetics of old Hudsons Coffee• E.g., Hudsons Coffee stores in Hobart CBD
NewVS.Old
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Problems with current campaign• Inconsistency with print and display advertisements• Wrap and Coffee combination• Inconsistent with attempted quality and perfection of
repositioned brand
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Problems with current campaign
• Lacking digital media strategy•Mobile phone application• Limited following on Social Media• E.g., Facebook, Instagram & Twitter
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Overview of revised campaign• Alteration to target market• City professionals• Air travellers• Coffee lovers
• Overlap between groups• Incorporate radio and print media advertisements and
a digital media strategy into the campaign• Ensure integration - clear, consistent and meaningful
message with purpose
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Radio• Target Market:• City Professionals: Local radio stations operating in the
geographic area of the CBD’s• Air Traveller: Radio stations operating in the geographic area
near airports• When?• Breakfast (5:30am-9am)• Morning (9am-12pm)• Drive (4pm-7pm)
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Print Media
•Billboard Advertisements• Target Market:• City Professionals:• Placed on highways on the way to the CBD
• Air Travellers:• Placed on highways on the way to airports
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Digital Media• Enhance digital media strategy• Increase social media following• Feedback Page• Promoters on Instagram• Hudson's Pre-Order
• Target Market:• City Professionals & Air Travellers who engage with social
media• All other “Coffee Lovers”• Individuals interested in Hudsons Coffee
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Achieving Communication Objectives• Integration between these strategies will ensure that
the communication objectives are achieved. • Focus on:• Luxury • Quality• Comfort• Warmth• Perfection