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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