ADV10001: Principles of AdvertisingAssignment 3: Major project—Advertising campaign strategyWord/time limit: 3500 (+/- 10%)Weighting: 40%

Client briefing information

Executive summary (approx. 200 words) Bronte

Write a brief summary of what your report contains, including noting the company, the challenge and target market, and a brief point regarding your execution plan and why this would appeal to the company.

Harcourt Perry and Cider makers are a family owned and operated producer of alcoholic cider beverages, apple cider vinegar, and various preserves. The company, which has been in operation since 1993, currently serves its primary market via e-commerce, supplying to local hospitality establishments via wholesale orders. The company currently has very little visible advertising, with a small Facebook following across two Facebook pages, in venue advertising and through partnership with the Bendigo Blues and Roots festival. The overarching aim of this campaign is to establish Harcourt Perry and Cider makers as the preferred drink and encourage consumers to ask for the product by name. This strategy aims to achieve this by highlighting the importance of utilising social media and partnerships with key media to capture the key audience (18-30 year olds) which is highly engaged online, whilst employing a creative strategy that focuses on the key themes of local products, healthy products and environmentally conscious products that are tasty and refreshing. To ensure an effective advertising campaign, three objectives have been determined, these being to: 1. Stay ahead of the competition, 2. Increase brand awareness and 3. Influence purchasing intent. By following this targeted campaign, Harcourt Perry and Cider makers will see strong growth in their direct consumer market through both online and in venue purchases.

Edited version below:

[group name] have been commissioned by Harcourt Perry and Cider Makers to implement an advertising strategy for their forthcoming campaign to establish themselves as a leading player in the Cider Industry. Through various methods of research, a suitable target audience was identified and a subsequent media and creative plan has been formulated. The mediums to deliver the information to the target audience are;

1. TV campaign and MasterChef Integration.

2. Out of home advertising including street furniture, large format digital and static billboards, and in-venue advertisements.

3. Pedestrian TV activation and consumer promotion.

4. Social Media platforms: Facebook, Instagram and Snapchat.

A combination of all four mediums will provide sufficient exposure of the product to the target audience and, to ensure an effective advertising campaign, three objectives have been identified:

1. Increase brand awareness amongst the target audience.

2. Stay ahead of the competition.

3. Influence purchase intent.

It is recommended that the campaign is implemented for six (6) months, with reviews at the two and four month mark in the campaign.

By implementing this campaign strategy, Harcourt Perry and Cider Makers should see strong growth in their direct consumer market through both online and in-venue purchases, therefore positioning them as strong contenders in the industry.

Introduction (approx. 400 words) - Bronte

Harcourt Perry and Cider Makers (HP & CM) are Victorian based producers of fruit juices, ciders and vinegars. Located just 25 minutes from the regional city of Bendigo, Harcourt Perry and Cider makers is a family owned business operating with just one shop front, The Little Red Apple, with the rest of their trade being conducted primarily through e-commerce. Their products are distributed chiefly in regional Victoria and the Melbourne CBD.

HP&CM has been operating since 1993 producing cold pressed Apple Juice, ciders, vinegars and jams. The company utilises a European method of production, using a Hydraulic Basket Press to produce 3 varieties of cider.

Harcourt Perry and Cider Makers has two main competitors in the local area for locally produced cider. Blue Elephant Cider, which currently distributes to 24 venues in Bendigo and Castlemaine (the two closest townships) (Blue elephant, 2020), and Henry’s of Harcourts, which distributes to less than 20 venues (Henry Cider, 2020) this is still significantly less than HP&MC which currently distributes to over 60 venues in the same area (HP&CM, 2020).

There are many other large company cider products on the market, however, based on the niche of this product (locally produced and owned, family company), these are not likely to be direct competitors.

HP&MC has an underutilised social media presence with just 1k followers on their Harcourt Cider page, and less than 600 on the Little Red Apple page. This is comparable to their direct competitors Blue Elephant cider and Henry of Harcourt who have just 470 and 865 followers respectively.

HP&MC have not utilised a large amount of advertising to date, relying on more traditional methods of exposure through posters in venues the product is sold, and through support of major Bendigo event, the Blues and Roots Festival which regularly sees in excess of 15,000 attendees (Bendigo Advertiser, 2016)

Initial research has shown that cider is more popular during the summer months and is seen as a ‘refreshing summer drink’. According to Roy Morgan data the primary consumer of cider beverages is the 25-34 age group, with the primary Australian market being located in Victorian and NSW. The narrow geographic spread of the primary market will assist in delivering the brand’s key messaging around consuming local products.

The advertising campaign strategy that we have developed for Harcourt Perry and Cider Makers has been developed to make the brand realise the currently untapped potential of social media campaigns, on site promotions and activations and influencer marketing.

Target audience profile approx. 600 words)

Millennials - born between 1982- 2000Male and FemaleEducated to Degree levelWorking full-time

ActiveHealthy livingSustainability and environmental concernsEnjoys socialising and entertaining

Motivations: Sense of achievement, personal satisfaction, happiness of others

Values: Family and Friends, independence, health

Objectives (approx. 300 words)

Detail key objectives of the campaign – what is the campaign wanting to achieve? Link this aspect to consumer attitudes or behaviour and any measures/key performance indicators as relevant. You may wish to present these as key dot points or under a list of themes to address.

Business objectives:

1. Reaching the right customers

2. Staying ahead of the competition

Advertising objectives:

1. Create brand awareness – increase the number of customers who recognise the brand and make an association with the product category.

2. Emphasise the benefits

Communication strategy:

1. Change Attitudes

2. Influence purchase intent

3. Stimulate trial purchase

4. Drive brand switching

Specific Measurable Achievable Realistic/relevant Timely

Business Objective -Staying ahead of the competition

To establish Harcourt’s ciders and vinegars as a market leader and the product that consumers ask for.

Measure sales figures in terms of increase in product purchase.

To undertake primary research among the target audience to gain relevant data such as interests, motivations, values and lifestyle.

By conducting research we will gain an insight into the target audience consumer behaviour to be able to stay one step ahead of the competition.

Six month campaign over summer period September 2020 – March 2021

Advertising Objective -Brand Awareness

Achieve a 50% increase in brand awareness among the target market within 6 months, and be the ‘go-to’ product.

Consumer feedback in-store, surveys and questionnaires at the two and four month points in the campaign

Cross-channel communication. Television commercials, outdoor advertising, radio advertisements, Social media channels, attendance at targeted festivals, pop-up stall/tent, sampling at different venues, proximity advertising.

By using a combination of various advertising mediums and strategies, we will ensure the brand is foremost in the audience’s mind when choosing a product in the cider market.

Six month campaign over summer period September 2020 – March 2021

Communication Objective – Influence Purchase Intent

To motivate customers to buy Harcourt’s cider above other brands.

•

Implement online store for consumers to purchase online.•

Consistent and regular posts on social media channels such as the Facebook page to reinforce benefits•To liaise with Harcourt’s staff and monitor sales figures

To communicate the benefits of the product such as low calorie, healthy, refreshing and sustainability (i.e. less miles travelled) through various advertising mediums.

By highlighting the benefits of the product and positioning Harcourt’s as the product of choice this will influence the audience to purchase Harcourt’s over a competitor product.

Six month campaign over summer period September 2020 – March 2021

Core strategic approaches (approx. 1000 words)

You will need to outline:

● Your team's creative strategy

Harcourt Perry and Cider are looking to extend into the consumer market. The challenge is to establish their name in a busy, growing market and to encourage people to ask for their products by name.

Studies show that cider drinkers are more open to low alcoholic content drinks, and place a higher importance on living a healthy lifestyle (Vic Health, 2014). With Harcourt Cider offering a lower alcoholic content (5%) than many commercially available products and with minimal chemical input during production, the product is attractively placed to meet a need within the market that is currently unmet. Harcourt Perry and Cider has a unique selling proposition in it’s apple cider product and its strength lies in its ability to be an alcoholic beverage that is both refreshing and able to be perceived as the healthier, more sustainable drink of choice.

The core strategic idea is to build on the fact that the target audience are conscious of the environmental impact of transporting products, and to focus on ‘food miles’.. The idea is also to link back to the ‘local’ aspect and make community and connectedness the core values of the campaign.

The campaign will also highlight the fact that the product is low calorie, locally produced, of a lower alcohol content than traditional ciders and a refreshing summer drink.

By focusing on the product attributes, primarily how it minimises environmental impact, low ‘food miles’ and locality/connection to home, cognition will demonstrate how the product satisfies the consumer need, and encourage purchase.

Creative collateral will utilise greens and reds to evoke a connection to environment and sustainability whilst utilising copy that has a strong focus on the immediate locality of the product. Copy will include lines such as ‘from us, to you’, and ‘it tastes just like apples, because that’s all we put in there’, and ‘Harcourt Perry and Apple cider, it doesn’t fall far from the tree’. This copy speaks to the local and relatively unprocessed nature (compared to some regular alcoholic products) of the product, and evokes a sense of familiarity and emotional closeness to the brand, its makers, and its products.

Quick mockup of a possible advertisement

...doesn’t grow on trees.

A bad apple - a person with a

The big apple (New York)Forbidden Fruit (Garden of Eden)

Apples

CrunchyShinyJuicy

PipsPeel

Snow whitePoison

Orchard

Varieties:Pink ladyGranny

ShinyFruit

APPLES

Your team's media strategy

1. TV Campaign & MasterChef Integration

The TV campaign will commence with a MasterChef integration that would see this year’s all-star contestants completing a cooking challenge using Harcourt Perry and Cider Makers products (i.e. cider, vinegar and the juices) and would air from the apple farm in Barkers Creek. Since the introduction of the new judges this season, MasterChef Australia has seen a significant jump in viewership; with the launch episode seeing an increase of 70% YoY from 2019 (Source: OzTam, Regional TAM, Combined Aggregate Markets).

The integrated episode would then be supported with one-network TV buy across Channel 10 consisting of peaktime shows such as Love Island, The Bachelor and MasterChef. A one-network TV buy ensures the campaign has a strong share of voice (SOV) in market and allows for negotiations to take place with the network to further drive efficiencies.

As the Roy Morgan data in the graph below shows that NSW (incl. ACT), Victoria and Queensland make up 76% of the total cider drinks in Australia, the TV campaign will be across the Australian Eastern Seaboard in both regional and metro areas. There would be a heavier investment in metro and Regional Victoria to align with the current concentration of distribution in Melbourne CBD and regional areas.

(Source: CCS Planner, Roy Morgan 2019)

Ultimately, the objective of the TV campaign is to reach 1+ 45% of the 18-39-year-old target audience in a contextual relevant environment.

2. OOH campaign

The campaign’s OOH strategy will be a key element to the media strategy as it reaches 93% of the Australian population living in and around the capital cities and can increase TV + digital campaigns by 23% (Outdoor Media Association, 2020). The OOH will deliver multiple touchpoint campaigns that capitalises on our target audience behaviours and movements. Proximity strategies will also be put in place to ensure OOH panels are nearby stockists to ensure path to purchase.

The OOH buy will consist of the following placements:

· Street furniture (tram and bus stop panels): will be utilised to capture the attention of our target audience as they are commuting to and from work. From the CCS Roy Morgan data in

the graph below, you can see that our target audience, cider drinkers between the ages of 18-39, spend the majority of their time working. To capitalise on this behaviour, we will partner with JCDecaux (Melbourne), oOh! media (Sydney) and QMS (Brisbane) to have a strong presence across street furniture panels.

· Large format digital & static billboards: referring to the CCS Roy Morgan graph above, it can be noted that road travel is the third highest activity in terms of hours spent each month by our target audience at 49.3 hours. Large format billboards will be leveraged along the major arterial roads on the Eastern Seaboard, delivering impact, dominance and scale to the campaign (oOh! media, 2020).

In-venue posters: this placement offers undecided consumers an option immediately before the point of purchase at a venue. Harcourt Ciders would have a presence in all venue stockists such as The Evelyn Hotel, The Rose Hotel and Edinburgh Castle.

The OOH campaign will be measured using MOVE (Measurement of Outdoor Visibility and Exposure), a tool that maps the reach of a campaign against the chosen demographic and market(s) (MOVE Outdoor, 2020).

(Source: CCS Planner, Roy Morgan 2019)

3. Pedestrian.TV activation/consumer promotion with supporting digital display

Partnering with millennial pop culture publisher, Pedestrian.TV, we would run a consumer promotion that would expand the client’s social following and deliver brand awareness. Pedestrian.TV audience is slightly female skewed with 72% of their readers aged between 18-40 years old. This audience indexes highly when looking at the alcohol category; being 11x more likely to drink at a licensed venue (Pedestrian.TV, 2020).

Ped.TV readers would have the opportunity to enter a consumer promotion that would be seeded out across Pedestrian.TV’s social network and eDMs. To enter, readers would have to share a photo or video of themselves and their friends enjoying a Harcourt cider, hashtagging #HarcourtCiderSummer and then follow the client’s social accounts. The 50 most creative entries would win the ultimate summer cider pack.

To extend the campaign reach and brand awareness, we would have supporting digital display running across Pedestrian.TV verticals.

The strategy of this activity is to promote word of mouth with CCS Roy Morgan reporting that 62% of cider drinks between 18-39 years old would probably recommend a brand after trying it (Source: CCS Roy Morgan, 2019). The success of this activity will be based on the number of entries to the competition with the aim to exceed Ped.TV’s benchmark as well as increase the client’s social following.

Social strategy:

The campaign’s social strategy will involve a strong presence across Facebook, Instagram and Snapchat with the aim to drive brand awareness, expand the client’s social following and deliver conversions on their website. The social content calendar would be a combination of organic posts to build the client’s social presence as well as paid posts to extend reach.

It is important to increase Harcourt’s Facebook and Instagram following not just to form an engaged customer pool but also to fuel revenue growth. Data from Sprout Social’s Brand Index confirms this with 89% of consumers saying they will buy from a brand they follow and 75% of consumers saying they’ll increase their spend with that brand (Covers, 2020). The inclusion of Snapchat is a way to build incremental reach with 14% of their active monthly 18+ users not on Facebook and 25% not on Instagram and although Snapchat is seen as a younger skew platform, 82% of their 6.7M monthly users are 18+ years old (5.4M) (Snapchat, 2020).

The strategy will to drive engagement and followers and will involve polls, stories and live video; taking into account that 68% of consumers want to engage with static images and 50% want to engage with video (Cover, 2020).

Budget allocation (approx. 500 words, can include or be presented as tables or figures)

Use an overall budget of $2m - $4m.

Advertising media Cost perRun length Cost

MasterChef Product PlacementTv ad ProductionAdvertising Primetime 7000 per ad run 5 times a week 6 monthsOOH - Bus stop signage $6500 per 4 weeks 6 months 19,500OOH - Bench signage 500 per 4 weeks 6 months 1500

Total

Evaluative criteria and conclusion (approx. 500 words)

Outline key success measures for the campaign, and include key performance indicators. Summarise your report.

References

Include at least 5 research sources within your report. Ensure you reference all sources using Harvard referencing conventions, including both those you have used directly within your report and those used as background analysis or market research. References will not be included as part of the word count.

Moriarty, S, Mitchell, N, Wells, W, Crawford, R, Brennan, L, & Spence-Stone, R 2015, Advertising principles and practice, 3rd edn, Pearson, Frenchs Forest, NSW.

VicHealth January 2014. Attitudes of Australian cider drinkers, Vic Health, viewed 27 April 2020, <https://www.vichealth.vic.gov.au/~/media/ResourceCentre/PublicationsandResources/alcohol%20misuse/Cider/VH_Cider_Fact%20Sheet.ash>

Roy Morgan December 2016. Somersby and Strongbow leading the cider boom, Roy Morgan, viewed 28 April 2020, <http://www.roymorgan.com/findings/somersby-strongbow-leading-cider-boom-201612130928>

Cover, L, 2020 8 Stats That Demonstrate How Social Drives Business Growth, Sprout Social. Viewed 28 April, 2020, <https://sproutsocial.com/insights/social-data-for-business-growth/>

Roy Morgan August 2019. 1-in-8 Australians consume beer, wine and other alcohol, Roy Morgan, viewed 28 April 2020, <http://www.roymorgan.com/findings/8087-liquor-consumption-cross-category-consumption-june-2019-201908120821>

Cider Australia 2015. Australian Cider Map, Cider Australia, viewed 30 April 2020, <http://www.cideraustralia.org.au/industry/australian-cider-map/>

Harcourt Apples, 2020. Store Locator, Harcourt Apples, viewed 18 May, <https://www.harcourtcider.com.au/store-locator/>.

Pedestrian.TV, 2020, Pedestrian.TV audience insights, Pedestrian.TV, viewed 18 May 2020.

CCS Roy Morgan 2019, Cider drinks aged between 18-39 years data, CCS Roy Morgan, viewed 10 May, 2020.

Snapchat, 2020, Business Center - Insights, Snapchat, viewed 10 May 2020, <https://businesshelp.snapchat.com/en-US/a/audience-insights>

Plastow, K December 2019. Beer and cider price hikes could be on the cards, warns ACCC, The New Daily, viewed 30 April 2020, <https://thenewdaily.com.au/finance/finance-news/2019/12/12/accc-asahi-carlton-united-price/>

Evans, S 2019. Lion pounces on ‘healthy alcohol’ craze as cider goes flat, Financial Review, viewed 26 April 2020, <https://www.afr.com/companies/retail/lion-pounces-on-healthy-alcohol-craze-as-cider-goes-flat-20191216-p53k94>

OMA, 2020, Out of Home’s strengths, OMA, viewed 18 May 2020, <https://www.oma.org.au/out-homes-strengths>

OMA, 2020, What is MOVE?, OMA, viewed 18 May 2020, <http://moveoutdoor.com.au/know/what-is-move>

oOh!media, 2020, Billboards, oOh! Media, viewed 18 May 2020, <https://oohmedia.com.au/billboards>

Appendices

You must complete the Group work appraisal form.

You may also wish to include examples demonstrating your market research (e.g. articles or statistics/figures) and additional examples of advertising or additional sketches/samples of work to support your client brief and demonstrate your process – please include these as part of the appendices. Reference the specific appendix number within the report where relevant. Ensure that any appendices are clear and targeted - not just an attachment of all your notes or articles/websites you have used in research.

Who are they? Maybe we could tap into the older market? At the moment it seems to be the choice of those under 30.

Current drinkers:

29.9% <30

Mostly females with a university degree 31.5%

Most likely to drink cider at home - possible targeting tactic here?

Also likely to drink at nightclubs and parties.

Is this a cultural influence or an affordability choice?

Interesting report: https://www.vichealth.vic.gov.au/-/media/ResourceCentre/PublicationsandResources/alcohol-misuse/Cider/VH_Cider_Full-Report_Final.pdf?la=en&hash=C62D87D442AB224B5B886D2B7591D86464226E12

What are their needs and wants?

What key attributes may be evident in this market?

Interesting article: https://www.drinkstrade.com.au/4-ways-to-boost-declining-cider-sales

Target the health-conscious drinker: “A rise in ‘better-for-you’ ciders reflects a more health attentive drinker,” Bone noted. “The low-sugar and low-carb cider market is now worth $69million. That’s up 37% in 2017-18 and 17% in 2018-19”. He also said low and no-alcohol ciders were a trend to watch.

Roy Morgan: http://www.roymorgan.com/findings/7550-wine-most-popular-but-beer-most-drunk-201804060631

[from research papers by Vic health] - ‘regularly depicted as a drink to ‘enjoy over ice’, and cider is perceived as a ‘summer’ drink. Cider is more popular amongst younger drinkers, the main being females under 30 and those who hold a university degree than those without.

Factors when selecting a cider (order of importance)

● Brand● Flavour● Cost● Availability● Alcohol content● It’s what friends are drinking● Number of calories

Drinking locations: 2 highest reasons - 1. ‘own or partner’s home’ and 2. Friend’s house. Possibly look at the Social angle?

https ://thenewdaily.com.au/finance/finance-news/2019/12/12/accc-asahi-carlton-united-price/

https://www.afr.com/companies/retail/lion-pounces-on-healthy-alcohol-craze-as-cider-goes-flat-20191216-p53k94

http ://www.roymorgan.com/findings/somersby-strongbow-leading-cider-boom-201612130928

Roy Morgan: http://www.roymorgan.com/findings/7554-catalogues-the-media-most-useful-for-alcoholic-beverages-201804130811

Advertising campaigns:

- I feel like we need to do a lot of sampling for this campaign, something fun like this McDonalds McFlurry billboard activation would be cool. We would need a 18+ venue/event so maybe something like a festival? We could sponsor a festival maybe?

- https://www.malaymail.com/news/eat-drink/2015/07/22/a-billboard-that-dispenses-free-mcflurries-say-it-aint- so-video/937771

- Splendour in the grass: “the on-ground impact was significant with 81% of attendees stating that the sponsor activations made them more likely to use the brand and that a further 65% made them feel more positive toward the brand”. Looking at the demo split above Splendour audience (18-25) covers off 45% of cider drinkers.https://www.adnews.com.au/news/visa-cub-and-the-iconic-on-the-brand-value-of-splendour-in-the-grass

- https://themusicnetwork.com/brand-activations-at-splendour-in-the-grass/ - https://www.magnumandco.com.au/activationsatsplendourinthegrass/ - Williamstown Beer & Cider festival: https://www.willybeerfest.com.au/- GABS: https://www.gabsfestival.com/- Mercury Cider: https://mumbrella.com.au/mercury-looks-to-toughen-up-ciders-image-in-tough-test-

campaign-529782- Pure Blonde: https://mumbrella.com.au/pure-blonde-reveals-the-recipe-for-its-new-organic-beverages-in-

campaign-to-launch-the-range-600935- Pure Blonde: https://mumbrella.com.au/cub-gives-pure-blonde-campaign-lifestyle-makeover-432183- Somersby: https://www.bandt.com.au/somersby-tbwamelbourne-launch-isnt-wonderful-campaign/- Is there something we can play into post bushfires re local brand / buy aussie? maybe more of a creative

strategy- Ensure we are in line with advertising regulations and policies (i.e. TV activity will not appear in any kids

programming)- https ://www.beaconstac.com/proximity-marketing

Snapchat audience data: