A3 STRAT COM

MC
by Mia Colella3 views·Updated Jun 5, 2022
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  1. Hello, I'm Mia Colella and this is my assessment. Three communication video pitch
  2. Covid 19 had an undeniable impact on all aspects of daily life.
  3. The most prominent was seen in consumer travel patterns, restrictions,
  4. fear and loss of income saw The organised
  5. tourism in Australia lost 98% of its revenue.
  6. Gourmet getaway to us was certainly not excluded from these
  7. detrimental hits to its business and operation as usual.
  8. With the New Year of 2022 on the horizon
  9. and the disbandment of extensive travel restrictions in Australia,
  10. there is evidently no better time to develop a communication strategy that takes
  11. advantage of the renewed sense of freedom
  12. and excitement towards domestic travel opportunities.
  13. In summary,
  14. this approach aims to regenerate the clients consumer base in this crucial time
  15. through tactics that strategically increase brand awareness and
  16. customer engagement in the local Sydney area.
  17. This was ultimately strategised by way of separating two crucial target audiences
  18. and developing tactics that would most
  19. efficiently reach these different consumers.
  20. The formative research process that brought us
  21. to the understanding the client's two crucial
  22. age groups was done through a survey of publics in the local Sydney area.
  23. The Gen Z Age Group 18 to 25 year olds acquainted to 30% of respondents.
  24. Out of these, 30% of Gen Z respondents,
  25. 98% revealed their knowledge and awareness of upcoming
  26. travel opportunities was received from social media sources.
  27. Thus, a social media strategy is essential to incorporate in the overall campaign.
  28. Likewise, generation Z X respondents made up 62% of interested publics.
  29. Further data exposed that 73% of Gen X individuals chose a touring company on
  30. the basis of word of mouth recommendations and previous knowledge of the company.
  31. Thus,
  32. the concurrent strategy we pose is through the
  33. engagement of community events and with opinion leaders
  34. that can assert will make it a way to his name in the Sydney local area
  35. here, I present to you the
  36. communication tactics in three essential sectors
  37. the face to face tactics, the digital tactics
  38. and the opinion leader marketing.
  39. When considering these tactics,
  40. we aim to achieve them to be targeted well to the clients,
  41. to most dominant public individual needs and interests.
  42. While still overarching, Lee being able to appeal to both
  43. the face to face tactic is summarised in a gourmet getaway to his press. To us,
  44. this press tour entails the client's presence bi monthly at food
  45. and wine tours across the Sydney area from March to August,
  46. which is essentially the lead up months
  47. to spring
  48. the most profitable wine during season.
  49. This tactic promotes face to face communication with the client,
  50. promoting brand awareness in the local Sydney area
  51. and building relationships with Develop a Bubble Publics,
  52. the communication product that was developed where
  53. these digital flyers for the press tour.
  54. We wanted to make them multifaceted in that they could be distributed
  55. through an INSTAGRAM post in Facebook groups on email through paid advertisement,
  56. et cetera.
  57. There is, too,
  58. as the one on the Left says as an
  59. initial announcement and the one on the Right services,
  60. a bi monthly reminder of locations that will be attended
  61. at these face to face events,
  62. the client would promote the digital social media presence to
  63. create ongoing contact and relation building with customer bases.
  64. This leads me to discuss the next tactic, which is the digital tactics
  65. building gourmet getaway to his INSTAGRAM account to a regular posting entity that
  66. gives consumers essential information and updates on the brand is very important.
  67. Likewise buying at advertisements and capitalising on social media as a cheap
  68. and easy way in which we can promote brand products and,
  69. in turn,
  70. face to face customer interactions.
  71. Another tactic includes a bi monthly mailing list
  72. that essentially target all these points just discussed
  73. giving consumers are feeling of brand loyalty through its early bird updates,
  74. deals and testimonies.
  75. This is the goal may get away to his newsletter,
  76. a simple two page newsletter that hits all the
  77. key points of what the client needs to convey
  78. in it. We have, first and foremost a recap of the first half of the month.
  79. Events, deals, announcements of current and upcoming information.
  80. Next is a testimonial of a group booking experience,
  81. and the second page shows a wine of the month. A dish of the month
  82. and they give away at the bottom, furthermore,
  83. aims to promote customer engagement with gourmet getaway to his instagram.
  84. The third communication
  85. tactic is the opinion leader marketing
  86. for the generation, said demographic.
  87. The opinion leaders would be in the form of an instagram influencer.
  88. It is important that the select influencer and here's to
  89. similar branding so that the consumer base is translatable.
  90. In 2021 the Digital Media Institute conducted a survey
  91. which revealed 49% of consumers depend on influencer recommendations.
  92. When purchasing a product or service,
  93. the Gen X opinion leader would be a physical presence at the face to face events.
  94. This opinion leader can be anything from a mother, blogger,
  95. a local politician or even a sports chairman.
  96. This promotes positive community,
  97. community affiliation and word of mouth promotion
  98. as discussed previously.
  99. The timeline is employed across the march to August period,
  100. as these are the least popular and profitable months for wine touring.
  101. Thus,
  102. these months should serve as promotional lead up to ensuring that the spring and
  103. summer wintering seasons have an increased consumer
  104. base and are the most prosperous.
  105. The budget was aimed to be under $10,000
  106. for a small local company like gourmet getaway.
  107. To us,
  108. the budget can be limited in terms of marketing and promotion.
  109. However,
  110. 2022 is a crucial time to capitalise on
  111. lifted restrictions and consumer excitement for travel opportunities.
  112. Building back up clients.
  113. Consumer base in this crucial time will be
  114. beneficial to future sustainability of company sales,
  115. so How will we be able to gauge the effectiveness of this strategy?
  116. We do this through key evaluative methods that include
  117. extracting Instagram analytics from the client's INSTAGRAM
  118. account after a six month period of time
  119. understanding.
  120. If the social media presence is increasing,
  121. engagement through followers likes comments that can be valued against sales.
  122. Generalise headcounts at a press to a stalls
  123. is the client's message exposure techniques. Effective?
  124. Are the numbers of people attending increasing
  125. also tracking sales across a 6 to 12 month period to ultimately
  126. see if the campaign had an impact in growing consumer basis.
  127. We also recommend a detailed focus on specific services like the group bookings,
  128. to understand where consumer interest is and to be
  129. able to redirect resources and marketing strategies if needed.
  130. In an extended 18 month period,
  131. the client will look at returning customers and Italy
  132. customer analytics and sells to grasp the campaign's longevity.
  133. Gourmet Getaway to us is a quality service that
  134. offers or one of a kind travel experiences.
  135. That's why this campaign strategy centres the company's amazing existing
  136. services and ideas in the heart of its promotional message.
  137. The ultimate aim is to expand.
  138. We'll make it a way to his consumer base after Covid 19 revenue loss,
  139. This highly competitive market calls for even more competitive
  140. strategies that will use resources resources such as time,
  141. money and knowledge to its most effective standard.
  142. This strategy will transform gourmet getaway to us into the
  143. guaranteed choice of wine touring company for Sydney residents.