ADVERTISING CAMPAIGN PROPSOAL AGENCY: Ben Hare Dallas Charter Lachlan Fea Leanne Rogers
Introduction. The GC Compound has approached Brick Lane to develop an online campaign strategy to increase awareness of their Compound Indoor Skatepark, as well as, develop a broad ongoing online advertising strategy for the business. After analysis of the brief and your requirements we have developed both a cost effective and unique strategy with the following objectives: • Increase local awareness • Generate more business • Identify core target market
1
“Beware The Outdoors” #bewaretheoutdoors @gccompound
Campaign. Brick Lane recommends the following campaign strategy that implements a diverse range of digital platforms. The campaign involves online marketing which is designed to track real-time analytics that our elegant, clever and most of all, timely. This phase of the campaign aims to raise local awareness and interest for the GC Compound.
2
Launch Party To officially inaugurate our proposed campaign, our agency suggests that the GC Compound orchestrate an official launch party on premises, open to the public. This event will provide the business with an opportunity to garner an augmented audience, reveal its new campaign and encourage social interactions, both online and offline.
Event The first installation of our proposed campaign, #BewareTheOutdoors, aims to greatly improve the GC Compound’s reputation and brand awareness through periodic, large scale, on-site shows and events. The GCC already boasts relationships with world-renowned riders, however often the premises itself comes second to the accolades and performances of those riders. Our proposal would see them intertwined as one entity through cross-promotion.
3
Gamify • To improve the motivation of young people to go to GC Compound, an educational incentive can be established: The GC Compound Guide Book. • The information on how to skate, scoot and bike-ride will be available online via the website • Should be easy to understand and to reiterate, should have a large emphasis on safety. • In the future a short YouTube tutorial series can be established • Featuring GC Compound’s pro-riders, skaters, etc. • Filmed and edited by the talented film-makers from GC Compound. • Most importantly it can be filmed within GC Compound • To further increase the engagement of customers with these resources: the guide book can be “gamified”. • Gamification = application of game mechanics in non-game contexts to create a particular experience. • The main goal of gamification is to establish long-term and meaningful engagement with consumers. • The guidebook can be gamified is via making the guide available on the GC Compound app and turning this guide into a check-list • Tutorials become challenges that can be completed. • As they progress, they edge closer towards mastering their particular discipline they will be rewarded accordingly, much like how checking in at GC Compound allows a customer to work towards free Monster Energy Drinks, etc. • There will also be an option to post to social media upon completing a challenge, ensuring that there friends are aware of their supreme talents. 4
Social Media
Social Media There’s an opportunity for growth and awareness within the Gold Coast region. It is important to use social media as a way for consumers to engage in a two way communication channel between the business and it’s customers while at the same time be able to inform consumers of events and information about the GC Compound. It is important to set a tone of voice for GC Compound, we suggest taking a community focused approach, to engage locals in being able to talk to the business. Listen to the way they voice their feelings and make sure you know what they want from you. The three platforms that are currently being utilised are Twitter, Facebook and Instagram, we suggest the following implementations to improve growth, engagement and awareness for the GC Compound. • Facebook - Hashtag, activeness, analytics and handle your fans. • Twitter - Hashtag, Twitter Analytics & Tweet Deck • Instagram - Inspire hashtags, tagging and use statigram
5
Direct Response GC Compound should adopt a direct-response element to its campaign strategy in order to strengthen its customer relationships. Due to the digital nature of the other proposed campaign elements, it is recommended that GC Compound employ email newsletters. Although the target market identified above is school-aged, emphasis has been placed on persuading parents, particularly through the re-positioning of the park as a safer alternative to the outdoors. For this reason, it is recommended that the campaign’s direct response element be directed to parents. • • • • • • • • •
6
Direct response stregthens customer relationships Email newsletters recommended Directed to secondary market of parents Potential distribution: Schools Conversion to GC Compound’s owned content Contents intergrated with other marketing collateral Optimal frequency and personalisation considerations Recommended software: Mail Chimp or Benchmark Mandatory opt-out and privacy policy links
Conclusion Brick Lane is confident that the GC Compound will be able to achieve its strategic objectives and experience rapid growth as an upcoming national brand.
7