First Marketing Proposal for Magee

Victoria P. Kelly MARKETING
PROPOSAL FOR
[email protected] MAGEE PLASTICS

CONTENTS

Communication Audit

1. Organization Background
• Main Goals

2. Branding
3. Communication

• Goals
• Audience
• Analysis (SWOT)
4. Recommendations
• First-Impression Plan
• Data Sources

Branding

5. Logo
6. Color Schemes

Victoria P. Kelly n Magee Plastics Marketing & Branding 1

COMMUNICATION AUDIT

1. Organization Background

Magee Plastics is a premier manufacturing company that has been supplying the airline,
rail, and plastic industry for over 48 years. This means having impressive engineering to
develop custom, refurbished, or replacement units with an expansive and state of the art
machinery.

As a medium-sized company, Magee has a full and professional employee base to
produce and sell their products. Magee has been able to supply to a majority of the US’s
airlines and builders, as well as becoming the largest supplier of locomotive interiors.

Located outside of the Pittsburgh area and close to the airport, this East Coast location
has been a great pivot point for development. As much of their business is done face-to-
face and with demonstration, travel is essential to their success.

Main Goals

Currently, the company is in a transitioning point after changing ownership. Updates and
media development are some of their top goals in regards to communication. Their main
goal in mind is to increase sales and marketing, especially to the industrial and
commercial audiences.

2. Branding

Overall, Magee’s branding is within their memorable name. They have a shining
reputation for customer service and reliable products, so the name would be something
attached to this reputation.

As for image, though, they are looking for a more modernized and sleek look as opposed
to their classic, but slightly antiquated look that they currently have. This would include a
new logo and color scheme, which they are already developing with a design team.

Once they have established these first aspects of new image branding, Magee can move
on to complementing graphics for their media and digital presence. This could include
eye-catching letterhead and advertising both online and in print.


3. Communication


Magee’s communication tactics include a great deal of travelling for face-to-face sales
and trade show demonstrations. This has been effective and led to growing customer
base. They also have a website that they are looking to update, especially for mobile-
friendly viewing. Magee is currently working with a web development team for a new
website.

Victoria P. Kelly n Magee Plastics Marketing & Branding 2

Currently, Magee is lacking in social media outlets. It has an inactive LinkedIn account
as its only social media. However, they are working towards a major communication goal
of new Facebook, LinkedIn, and Twitter.


Audience

Magee’s Primary audience includes: airlines, aero-maintenance companies, airplane
builders, locomotive builders, and rail mains (such as subways and other rail systems).
Secondary audiences are similar to their Primary audiences but include engineers,
designers, and purchasers. One of their main communication goals includes reaching
industrial and commercial audiences.


Analysis

Strengths Weaknesses Opportunities Threats

• Employees and • Digital presence is • Industrial and • International
experience non-existent commercial factors effecting air
development travel (such as
• Open internal • External terrorism or natural
communication communication • Faster production disasters)
efficacy is low order/quoting
• Product they can process with an • Unsatisfied
stand by • Less distinctive updated website employees
branding than
• Memorable name competitors • More work with • East Coast
and long- standing rail main industry, competitors
reputation • Marketing and as they are already
sales approach the top locomotive
• Full warehouse of needs better interior supplier
equipment and up- planning
to-date machinery
• Larger competitors
• Unique in being a may have upper
medium-sized hand on some
company with a airlines
wide range of
manufacturing
resources

4. Recommendations

First-Impression Plan
In addition to their social media plans, I would recommend a closer look at other
professional network sites such as Glassdoor. This can help improve internal
communication and ensure employee satisfaction. Having active participation would
include updates to information, posts, and products. This could include featured products,
employees, and services of the company across these social media platforms.

Most of their graphics and media are in the works to move forward with better branding
and media. Once they have their branding in line, print and digital media development
will be easier to develop for their image.

Victoria P. Kelly n Magee Plastics Marketing & Branding 3

Magee already does a great deal of event marketing. This includes holding their own
showcases and attending aerospace conference. Other outlets for displaying the company
will be considered. Key messages should be determined and stressed, especially towards
commercial audiences.


Potential Data Sources
Customer reports
Employee suggestions
Sales stats after ownership change
Market data

Victoria P. Kelly n Magee Plastics Marketing & Branding 4

BRANDING



5. Potential Logos

Below are examples of a logo redesign for Magee. They are in simple Black and White to show
form alone.

A. B.

C. D.

Victoria P. Kelly n Magee Plastics Marketing & Branding 5

6. Color Schemes

Below are five (5) color options using logo A to demonstrate the color scheme across different
branding materials. This is not taking digital media and the company website into consideration
yet.

DISTINCTIVE

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TRADITIONAL

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MODERN

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ENERGETIC

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POLISHED