Campaign Details Target Market - Females - Aged 18-25 - University Educated (concerned about personal safety)
Communication Channels: - Social media (facebook) - Posters _ Visit Universities - Promotional campaigns in clubs and pubs
Costs: - Facebook advertising fee - Cost to design and print posters - Transportation costs for site visits
Marketing Plan We have designed a strong marketing campaign that focuses on preventing drink spiking. The first aspect of our campaign is social media. We will use Facebook to create a page and encourage youth to 'like' it. We will also advertise on Facebook which will appear along side peoples news feeds. By using social media we will be able to connect with our target audience at minimal costs.
The second part of our campaign is to encourage youth to drink responsibly and use Drink Safe to protect their drinks from drink spiking. We will travel to universities and prepare a display and make presentations and engage the students by having a debate. By targeting this age group we can help prevent drink spiking by the use of Drink Safe. During the speeches we will give out free samples of Drink Safe for students who are interacting and answering questions.
The final part of our marketing plan is the promotion images. We have designed a Drink Safe logo which will be used on all of our advertisements, the pink lifesaving ring with the flowers. Business cards have also been created to promote the business to our wholesale customers. A bright and dynamic poster will be displayed in bars and clubs, as well as at universities. The posters will be displayed on the back of female toilet doors. This is the most convenient location for the posters as people will have time to view them and they are less likely to be damaged. Creating the posters will incur a cost because the posters will need to designed and printed. The drink safe poster depicts our target market (three young ladies out in a club) The poster uses the Aussie term "mates" to re-enforce the Aussie brand image we are promoting. The poster re-enforces the brand slogan "personal protection against drink spiking". The poster will contain our web site details and Drink safe's Facebook and Twitter addresses.