Campaign pitch presentation, Marketing Communications, Girl Guides Australia

1. Team Members:
- Charlie Thorne
- Helen Treloar
- Joss Mooney
- Sam Kean
Girl Guides Australia
Marketing

2. Our Agency – What we can do:
UTAS marketing is a company that challenges the norm by
delivering marketing campaigns that are not only original and
creative, but most importantly have a strong focus on the
emergence of digital and online marketing.
As a marketing company in this digital era we believe that having
a strong focus of using online and social media to its fullest
potential can build brand awareness, create positive brand
association and therefore brand equity.
We look after all aspects of marketing communications from
marketing strategy, branding as well as traditional and online
advertising campaigns.

3. Our analysis of current
communication tools used by Girl
Guides Australia in advertising:
- Annual biscuit drive
- Presence at events, shows and fairs
- Holding of Girl Guides Australia events
- Online presence through websites and social media
such as Youtube, Facebook, Twitter and Instagram
- In more recent years, minimal forms of traditional
advertising have been used, such as Television,
print and radio

4. Our analysis of the current
creative strategy of Girl Guides
Australia:
- Encourages membership and support through promoting
a welcoming, friendly and enjoyable organisation for
females.
- It promotes long standing traditions of loyalty, confidence,
responsibility and bonding once a member.
These align with the Girl Guides mission statement of:
"Our Mission is to enable girls and young women to grow
into confident, self-respecting, responsible community
members"

5. Issues in the current campaign:
- The current Girl Guides Australia theme has
remained unchanged for many years.
(This can be both a positive and a negative)
- Minimal forms of traditional advertising are used.
- Face to face forms of advertising, which have
been used largely, is potentially risky due to
minimal audience reach in relation to labor and
time costs.
- Unconsolidated online and social media presence.
- Broad target market

6. UTAS Marketing proposes:
To focus on:
- A clearly defined target market.
- A consolidated online & social media
presence.
- All face to face advertising leading to
this consolidated online & social media
presence.

7. Proposed strategies:
A clearly defined advertising target market :
While Girl Guides Australia welcomes females of any age,
for advertising purposes it is proposed to focus on
- Young girls (aged 5-17)
and
- Mothers of these girls (possible former girl guides
members themselves)
A well defined target market allows for focused and direct
advertising, maximising the effectiveness.

8. Proposed strategies: (continued)
A consolidated online and social media presence:
This presence needs to have a strong and interactive appeal
to both potential and current members
Website:
A central Girl Guides Australia website which is easy to
navigate, fun and interactive, regularly updated and includes
videos, links and possibly a kids section.
This website has sections for all states and territory
departments of Girl Guides Australia, as well as links to their
Facebook, Twitter, Instagram and Youtube channels/pages.

9. Proposed strategies: (continued)
Social media platforms:
Social media platforms already in use by Girl Guides
Australia need to be:
- Regularly updated (More so than currently)
- Linked together to allow for easy sharing of members,
information, pictures, videos and links
- Consolidated, rather than individual state and territory
pages, have Australia wide pages, with state and
territory sections (as is proposed for the website also)

10. Proposed strategies: (continued)
Face to face forms of advertising attract consumers to
this consolidated online and social media presence
- The current methods of face to face advertising such as
community and school events, as well as the annual
biscuit drive all focus on attracting potential members to
Girl Guides Australia’s online and social media
presence. (while continuing to raise money)
- Simple methods, such as flyers
handed out at events and the biscuit
packaging including the website and
social media Internet addresses.

11. Why we believe these would work:
These proposed marketing strategy’s would –
- Consolidate Girl Guides Australia’s current broad
target market and ununiformed advertising.
- Have the potential to reach a large consumer audience
for minimal costs, through the continually evolving
platforms of the Internet and social media.
- Make the most of Girl Guides Australia’s large face to
face marketing force (its members).

12. Thank you for watching and we hope
you will consider UTAS Marketing.
Presented by Joss
Mooney and Sam Kean
Edited by Helen Treloar
and Charlie Thorne