Synergizing marketing Communication

Assignment presentation June 2014 Malinga Vthanage

0000016142

Content

What is corporate image & importanceSocial media campaign plan ( public relationship)

Advertising agency brief

What is corporate image?

Summarizes what the company stand for as well as how it known in the market place.

Corporate image contains invisible and intangible elements Other important facts are,• Quality of the G & S

• Willingness to satand behind when something went wrong

• How the firms dealt with customers

Importance of having a good corporate image

Benefits through consumer perspective and company perspective Hayleys corporate benefited as ,• Company history span through 135 years back

• It has 12 sectors ( hand protection/ purification/ transportation & logistics)

• Manufacturing and marketing operations in other countries and products are sold in 80 countries

• Revenue during 2012/13 is Rs mn 74302

• 63% of income comes from exporting ( 4.5 % of tea and 2.2% of rubber products)

Social media campaign plan +public relationship

Public relation is mass promotional tool. It leverage by social media campaigns

Social medias are face book/ Twitter/ Wikipedia/ You tube Public relation tools company news letters/ annual reports/ public

relation release( chairmen speech)

Corporate Image

Social Media Campaign Plan to Hayleys

Purification sector is the second biggest revenue generating sector Activated carbon air and water purification application, gold

extraction Manufacturing facilities in Sri lanka/ Thailand/ Indonesia

Marketing offices in UK/ USA/ Australia and key customers are live in 80 countries.

Can actively engaged with stake holders Can achieve the goal of position as the world’s leader in purification

sector

Stake Holders

Identified stake holders are, Shareholders Customers In 80 countries Employees Unions Business partners Suppliers local & international Government local & international Local community Media local & international (business magazines & news papers) Banks Society/ pressure groups ( CSR projects)

Communication Objectives

Have to set different communication objectives to each of stake holders

Stake holder - To built credibility, generate own excitement

Customer - To purchase our products, to remain existing customers constant

Employee - To increase their self image & persuade them, To create job

security in their mind, to get their maximum skill & competence

Unions - To create job security in their mind, to persuade

Business partners - To built credibility

Suppliers -To persuade them, to reduce their risk of supplying & get

quality raw materials

Government -To built credibility ( it help to face the government rules and regulations

regarding business), reduce the pressure of the government rules & regulations

Banks -To built credibility ( because it help to get reasonable bank rates)

Local community - To built credibility (about products and its production side)

How to Assess

Final Stage is to asses the development To assess the development we can use social media sites like, • Ow.ly or bitly – these sites can track the links. Through this we can see who is clicking the

links we put out there.

• Google analytics – We can see how much traffic we drive their and where the traffic come from.

• Official web/ face book or mail –we can measure our assess through customer feedback mails or comments

Advertising agency brief

Our ideas Objectives

Target customersOur massage

Other relevant information

Advertising agency

How to Develop it?

Hayleys can develop their Advertising agency brief as follows

• Client: - Hayleys plc

Hayleys building

Po: box 70, No.400, Deans road, Colombo, Sri Lanka

T: +94 112 627 000 F: +94 112 699 299 W: www.hayleys.com

• Project: - an advertising agency brief to develop an advertisement aiming at enhancing group corporate image

• Prepared by :- G.G. Malinga Vithanage

T: 0717238490 Mail: gmalingavihanage@gmail.com

• Overview :-small description about the company and present business situation

• The objectives:- The purpose of this advertising is to position & enhance group corporate reputation

• The target audience:- Stake holders/ Age group/ hobbies/ their life styles

• The massage theme:- What's the single most persuasive or most compelling statement we can make to achieve the objective?

“better products through healthy & eco-friendly environment”

• The support:- other relevant information Company vision, mission and values Chairman’s letter in annual report 2012/13/14 Around 63% of Hayleys is export Sectors:- Fibre, Hand protection, Purification, Textiles, Construction materials, Agriculture,

Plantation, Transportation & logistics, Consumer products, Leisure & aviation, Power & energy, Investments & service sectors

Heyleys brands (see annexture) Awards received during past times (see annexture) Public relation activities which are used in activated carbon’s social media campaign

• The constraints:- any legal and mandatory restriction place on advertisements.