BMA 349 assignment 2
- 1. EGA| Marketing Communications Gloria Jeans Campaign Proposition
- 2. Introduction Welcome to EGA, we are a ten year old marketing communications company with our head office based in Millers Point, Sydney.
- 3. Our Mission At EGA we specialise in assisting companies looking to reach a young demographic through social media. We are committed to assisting firms adjust to socially and ecologically sustainable practises and market these changes.
- 4. Our Team We are the directors of EGA Marketing Communications and we will be working hand in hand with you to develop an updated marketing strategy. Logistics and Finance Manager: Grace Green Creative Director: Alex Knibble Research and Development Director: Emma Tyzack-Price Alex Knibble, Grace Green and Emma Tyzack-Price
- 5. Identified Issues - Brand stagnation; - Plateau of growth in consumer base, market share; - Minimal communication of ecological and social responsibility strategies; - Underutilisation of social media.
- 6. Our Pitch To You! We have determined the most profitable, growing target market are working professionals ages 24-34. This demographic: • Is increasingly demanding Fair Trade certified products • Spends an average of 3.5 hours a day online.
- 7. Our Pitch To You! 1) Align and re-brand Gloria Jeans with the Fair Trade movement.
- 8. Our Pitch To You! 2) Sponsorship of a popular TV show; eg. The Amazing Race more than 10millio n viewers per season
- 9. Our Pitch To You! 3) Extensive social media communications, particularly twitter, youtube and facebook. Represents poor use of social media - currently just an outlet for feedback and criticism,. FOREXAMPLE:
- 10. Finance We anticipate a reduction in financial outlay relative to the 2011 campaign. This will be achieved through a heavy reliance on free social media.
- 11. Logistics The revised marketing campaign will be rolled out in 18 months. All social media communication will be conducted by existing marketing reps out of the NSW corporate office. EGA will retrain marketing reps and create a short training program for staff surrounding Fair Trade awareness.
- 12. Thank You Thank you for your time and look forward to working with you in the future. EGA Marketing Communications 23 Hickson Rd, Millers Point NSW 2000 clients@egamarketingcoms.com.au