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'Coopers Legacy' IMC Plan

'Coopers Legacy' IMC Plan

Ratings: (0)|Views: 769|Likes:
Published by Jamie Parfitt
As an exercise in marketing communication, two other students and I, were given the task of producing a comprehensive IMC plan for Coopers Brewery.

The resulting 'Coopers Legacy' campaign would aim to increase awareness and knowledge of Coopers as a traditional, yet exciting, proudly Australian family-business specialised in the art of brewing beer, and establish the brand as the leader of the Australian 'specialized beer' niche segment.

Issues in branding consistency would first be addressed to establish a unified brand image foundation. Awareness, knowledge and liking will then be evoked through brand narrative advertising (produced for television, radio and online video, and supported by outdoor, print and interactive executions), that ties the Coopers’ company and family history to major events in Australian history through a series of humorous and dramatized stories. Further brand engagement, education and product trial would then be encouraged through integrated experiential public relations, sales promotion, and personal selling tools.
As an exercise in marketing communication, two other students and I, were given the task of producing a comprehensive IMC plan for Coopers Brewery.

The resulting 'Coopers Legacy' campaign would aim to increase awareness and knowledge of Coopers as a traditional, yet exciting, proudly Australian family-business specialised in the art of brewing beer, and establish the brand as the leader of the Australian 'specialized beer' niche segment.

Issues in branding consistency would first be addressed to establish a unified brand image foundation. Awareness, knowledge and liking will then be evoked through brand narrative advertising (produced for television, radio and online video, and supported by outdoor, print and interactive executions), that ties the Coopers’ company and family history to major events in Australian history through a series of humorous and dramatized stories. Further brand engagement, education and product trial would then be encouraged through integrated experiential public relations, sales promotion, and personal selling tools.

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Published by: Jamie Parfitt on Apr 05, 2012
Copyright:Traditional Copyright: All rights reserved

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04/23/2013

 
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