Marketing Pitch Powerpoint - Collingwood FC
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Elite Sports Marketin Kate Wittison : Accounts Manager Bronson Chen : Promotions Executive Trisha Adams : Creative Director Cassie Henderson : Research Analyst Executive
description
Assessment Item 2 - Pitch Presentation
Transcript of Marketing Pitch Powerpoint - Collingwood FC
Elite Sports Marketing
Kate Wittison : Accounts ManagerBronson Chen : Promotions ExecutiveTrisha Adams : Creative Director Cassie Henderson : Research Analyst Executive
Our Agency- The team at our agency has over 20 years combined
experience.
- We have made previous contributions to many successful sporting campaigns such as the Australian Socceroos campaign.
- Importantly, we have the abilities to understand the effectiveness of any campaign we work on.
Collingwood Football Club
Campaign Pitch
The CampaignAim
- To achieve an acquired new market share by expanding into differing target markets.
- To launch a new brand image campaign that will reposition the brand of Collingwood as a team that comes together with the unity of a family.
Current Issues- The campaign targets blokes’ affectively, but this target
market limits possible members.
We believe the club can still maintain a competitive image against others within the code, while finding a softer side.
The masculine campaign theme isn’t linking with the differing family membership offerings.
It’s better when the whole family gets involved.
Campaign appealing to families:- Unity - Teamwork- Mateship
Changing PerceptionsCurrent descriptions:
- Bogan- Tattooed- Feral
In extending the target market we will:
Entice the influencer!
Persuade the decision maker!
Initiator UserInfluencer Decider Buyer
Roles in the Buying Process
New and Revised Marketing Communications Campaign
Expand the current target market, to include women and children to create a family orientation.
Our strategy is to transform the image provoking the club. -Team loyalty and passion is
passed down through generations.- Revenue will be increased by encouraging all family members to become a club member.
- A rounded campaign theme will encourage more families to attend game days, linking with the AFL’s focus on family orientation.
Implementation
Generate awareness and promote a new image of the club, through the use of:
- Broadcasting, picturing unity of the whole family coming together to celebrate the game.
Introducing the new slogan of ‘our family is your family.’
- Print advertisement supporting the new message and reinforcing the slogan. Incorporation of sales promotions to encourage referring members to ‘extend the family’.
- Increased PR of club family activities.
- Social media integration.
Sample Flyer
