BMA349 The Pitch - Hudsons Coffee

New Campaign Proposal

- Hudsons Coffee -

By BlueSky AgencyEleanor Brennan (Senior Consultant)

BlueSkyBranding• Founded in 2005

• Independent agency

• Focuses on close client relationships

• Memorable and engaging marketing campaigns

• Creativity & integration• Clear story

• Purpose

Past Clients

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

Problems with current campaign• Inconsistency with print and display advertisements• Wrap and Coffee combination• Inconsistent with attempted quality and perfection of

repositioned brand

Problems with current campaign

• Lacking digital media strategy•Mobile phone application• Limited following on Social Media• E.g., Facebook, Instagram & Twitter

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

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)

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

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

Achieving Communication Objectives• Integration between these strategies will ensure that

the communication objectives are achieved. • Focus on:• Luxury • Quality• Comfort• Warmth• Perfection