Proposal V4

A PROPOSAL FOR IMPLEMENTING
A CONVERGENT MARKETING
Model for Soulely Nature

Soulely Nature

Doreen_10856_BSBMKG417
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CONTENTS

Executive Summary................................................................................................................................................. 3
Situation of Soulely Nature ..................................................................................................................................... 3

About convergent Marketing Tools .................................................................................................................... 4
What are Customer centric communications tools ............................................................................................ 5
Changes occurring in the Communication and Media Industry .......................................................................... 6
Target audience (Stakeholders) ......................................................................................................................... 7
Swot Analysis (convergent Marketing tools) ......................................................................................................... 11
Part B .................................................................................................................................................................... 12
Research and findings ........................................................................................................................................... 12
Primary research .............................................................................................................................................. 12
Secondary research .......................................................................................................................................... 13
Metrics Costs, KPIs and ROI................................................................................................................................... 16
Return on Investment (ROI) ............................................................................................................................. 16
Key performance indicator (KPI) ....................................................................................................................... 16
cost per thousand (CPM) .................................................................................................................................. 17
Best practicing Agency for IMC Australia/Melbourne .......................................................................................... 18
SMART Advertising Agency ............................................................................................................................. 18
.............................................................................................................................................................................. 20
Legislation ............................................................................................................................................................. 22
Organisational Policies.......................................................................................................................................... 24
Recomendet Tools and Techniques...................................................................................................................... 24
Unified Key message and its importance ............................................................................................................. 26
Resources.............................................................................................................................................................. 27
Appendix ............................................................................................................................................................... 27
References ............................................................................................................................................................ 27

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EXECUTIVE SUMMARY

Soulely Natureis a small business that provides Products and services to Clients who wish a new start and a
healthy alternative lifestyle. We source the best quality products, as well as sustainable tools and equipment
for our work and deliver breathtaking and remarkable results. Not only do we use the finest products but also
establish the best ethical work practices. We have 2qualified staff available, for the welfare of our workers as
well as Customers

SITUATION OF SOULELY NATURE

Customer expectations and behaviours have changed dramatically over the past decade. Organisations are
expected to meet customers’ needs and expectations at every interaction, in return for their customer loyalty.
The ability to deliver this depends on the extent to which ‘customer-centricity’ is embedded within any person
in a business.

It has never been more important to take customers’ wishes and requirements into account in order to build
loyalty in an ever-increasing competitive market. In a time when the buyer is much more informed on products
and services they require, due to sophisticated buying channels, suppliers and businesses, such as Soulely
Nature, need to be continuously reviewing goals in order to remain aligned to the needs of the target
audiences.

We at Soulely Nature supply a Customer centric environment which is not only about offering outstanding
customer service, rather offering a great experience from the awareness stage, through the purchasing of the
services and finally through the post-service process. It’s a strategy that’s based on putting the customer first,
and at the middle of our business.

With putting the customer at the core of the business, we are able to collect a wealth of data, which gives us
a full overview and insight into the customer. This can then be used to enhance the customer experience. Not
only does focusing on the customer make good business sense, but research by Deloitte and Touche found
that customer-centric companies were 60% more profitable compared to companies that were not focused on
the customer.

By focusing on the customer, our marketing can move beyond the basics and into inspiring and educating
customers throughout. It can be used to share important details about our product and service, while deciding
to make a purchase, and throughout the life of their interactions with the brand the business. Using tools that
consider things such as customer’s satisfaction, the sentiment of their messages, and other indicators of how
they feel about the product and services, helps us to always be one step ahead and well informed.

Marketing trends allow us to keep up with the way the consumers shop and research our products and
services (and those of the competitors').
Listening and responding to changes in the market will help us save money on unnecessary and vested
potential of a campaign. Keeping up with media trends is necessary to stay relevant in the target marketplace
and among competitors.

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ABOUT CONVERGENT MARKETING TOOLS
The Table below is to clarify how convergent Media will be used by Soulely Nature

Tools Demographic Tactics
Traditional
Print Above the line Traditionalist Urgency
Radio
TV Through the line Baby Persuasion
Convergent boomers
Electronic Tools Online marketing Guilt
SMS/mobile 1 message Gen X
Email Community/
Embedded Gen Y, Mill, Z factions (Niche
Blogs market)
Vlogs
Podcast information

Education

Humour

Entertainment

Multi facet Tool Brochures Below the line
Billboards
Public
transport
Merchandise
Flyers
Events

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WHAT ARE CUSTOMER CENTRIC COMMUNICATIONS TOOLS
Example using the 4 p’s in a customer centric environment Soulely Nature

Target Audience: sustainable, healthy and clean

Product Sustainable and environmental cleaning products, with simple and
easy cleaning techniques: nontoxic chemicals which are good for
health and home

Price Mid-range, with recycling for all business products and areas, 15%
Place/ Position going to environmental and recycling advances

Upmarket with medial claims to support product and business brand.
Quality and exclusive cleaning services and products.

Promotion 100% customer satisfaction guaranty/ refund. Environmental
tools/products use in business and homes. App for scheduling and
promotions.

Digital (App, Facebook, Instagram) and traditional (Brochure, WOM,
loyalty ) communication methods

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CHANGES OCCURRING IN THE COMMUNICATION AND MEDIA INDUSTRY
Infographic (Appendix 1)

Old School New School Converged Models

Letters Internet -social Holograms
Conversation media
Telephone
Telegrams smartphones Virtual
reality/gaming

www-w3 Online learning
consortium E-marketing

Dark web

Books Computers E-business

Newspaper e-readers Ai-artificial
intelligence
Tv PDF
Chat bots

Radio Email Predictors

writing Bloggs/ Vlogs User experience
drawings Podcast (UX)

Smart technology
(combining
technologies for
internal
communication

GIG economy

E- Cars/self-driving

Crypto Currency

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TARGET AUDIENCE (STAKEHOLDERS)

Given our research in ‘Appendix 3-Survey’ it becomes clear that the target audience in Australia are becoming
predominantly Millennials/ Gen Z, due to their growing buying power and influence in the coming years. 14
out of 20 participants registered under Millennials, which is in line with a broader Survey done by Deloitte,
about consumer and there buying power ‘Appendix 7-mediaconsumersurvey-2018report’. For this reason, my
research on Target audiences mostly focuses on the Millennial and Gen Z consumer.
Please refer to ’Appendix 8-Deloitte_Global_Millennial_Survey_2019’ for the full report

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Who are millennials and their attributes?
Millennials are the population born between the years of 1982 and 2004 (slight variations depending on the
survey and source), having grown up in an expanding world of choice and options. This generation saw the
world get smaller through the rapid increase of the internet and having quickly become used to having any and
all information they need right at their fingertips.
They are the first generation raised on digital media, being naturally comfortable with technology and tend to
be among the first to try new technologies—the innovators of our time.
This generation is passionate and seeks instant gratification while valuing speed and on-demand services. They
love to travel, are driven by social causes, and are concerned with making a difference in the world.
Having children, buying homes, and other traditional signals of adulthood “success markers” do not top their
list of ambitions.

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Values/ Priorities

Seemingly Millennials have zero to not much trust in the media as sources of reliable and accurate information
found by the Deloitte survey of Millennials 2019. (Appendix 8)
This is in part, by growing views that businesses focus on their own agendas rather than considering wider
society. Furthermore, that they have no ambition beyond wanting to make money. It also is likely influenced
by a continuing misalignment between their priorities and what they perceived to be business’s purpose.
Millennials priorities have shifted. Travel and seeing the world is the top of their list of desires and wishes.
They seem to be more attracted to making a positive impact in their communities or society, than in having
children and starting families.
In terms of who millennials trust, advertising and salespeople ranked the lowest, while closest friends are the
most trustworthy source. Websites are preferred sources of information before making a purchase.

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Communication tips and tools
Millennials want that a business’s purpose becomes meaningful action, and for business leaders to serve as
agents for positive change. They expect business to enhance lives and provide livelihoods, but they don’t see
enough businesses standing up for it. By ensuring that strategy incorporates plans to meet societal needs and
acknowledging the personal and societal concerns about which millennials care most, the business can re-
engage younger generations and inspire loyalty. Leaders should:

• Open a dialogue with millennial employees, listen to their concerns, and strive to understand why
certain issues really matter to them.

• Ask how they can better enable people to realize their ambitions.
• Help them prepare for the future by providing training and tools that enable them to succeed.
• Take visible and vocal stances that assume responsibility for delivering societal impact
• Balance profit with protecting the planet and helping to solve society’s most challenging problems.
• Create a culture that encourages diversity, inclusion, and social mobility.
• Educate people throughout their organizations to encourage behaviours and attitudes that support

their business’s priorities.
• Collaborate with other businesses, government, and educators to transform learning and enable

individuals to access the skills they need to meet future job demands.
• Take a lead on safeguarding their operations and data from physical and digital threats.
• Examine their ethics and behaviour and ask whether they’re intruding too far into people’s lives.
• Demonstrate internally and externally what they are doing to make the world a better place.

SWOT ANALYSIS (CONVERGENT MARKETING TOOLS)

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PART B

RESEARCH AND FINDINGS

PRIMARY RESEARCH

Appendix 3-survey
A survey of sample of 20 people was deployed using Type form (23/08/2019) to determine current media use
of individuals in 2019. The purpose of the survey was to ascertain what are the most relevant marketing
communication tools to use in a convergent environment.
The following key findings were noted:

• 90% recipients were either Gen Y/Millennials or Z (note: there does appear to be an age bias, but this
may be due to the type of survey tool used ‘Online’)

• Even number of students and employment appeared
• 90% of subjects used both Computer+ Smartphones
• 65% of the audience are from an Asian background
• 80% identified themselves as key purchasers
• 40% answered they watched TV and used other devices (60%) while engaged in other activities
• 40% stated they had more then21 apps on their devices
• 80% stated they used social media for family connections and entertainment purposes, for more the

1h per day
• Facebook is still dominant at 85%
Therefore, from this data we can assume that Facebook and apps are the best communication tool to connect
with Gen Y/Millennials and Gen Z.

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SECONDARY RESEARCH

Deloitte is a research company that has completed significant research in this area. To determine the
relevance of our own research data we show from a secondary research the findings of the : Media Consumer
survey 2018 Australia media and digital entertainment preferences-seventh edition.
Please refer to Appendix 7 for the complete report
Although our survey focuses on Gen Z/ Millennials, the Deloitte survey has a broader demographic range. Our
research data indicated that 80% of sample audience (T=30, N20) are using social media, but as Deloitte
points out, there is a recess in social media.” Even though, that’s not to say that social media is not popular
(this could be due to its own PLC-product life cycle) – 85% of respondents and 95% of Millennials are active on

some form of social media. Facebook continues to reign supreme and is the platform on which every age
group spends the most time each week.”
Important to note, our survey indicated that Facebook was the front runner with 80% and Instagram closely
follows with 70%.
The question is: will it continue to decline in the future.
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Millennials are using social media platforms to connect, share and engage.

Figure
1Appendix7-Student Survey 2019

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This information supports the claim the word of mouth marketing is still the most respected of all
communication tools.
The Information from the Deloitte survey does support our own findings and research. From this we can
conclude that in order to tap into most demographic groups, word of mouth and social media advertisements
are still the most significant tools to use.
NOTE: Deloitte also notes that TV advertisement is on the rise again in Australia.

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METRICS COSTS, KPIS AND ROI

(cost–benefit analysis, ROI, estimated value, contribution margin, and NPV of investment in
media) For more information, please refer to Appendix 5- Help 2

RETURN ON INVESTMENT (ROI)

Marketing ROI

Project Team Member/Cost per hour Team Member/Cost per hour Team Member/Cost per hour Team Member/Cost per hour Team Member/Cost per hour Team Member/ Cost per hour Team Member/Cost per hour Total Cost Money made Dates Campaign Ran MROI
1 Social Media e-Book $250 $750
2 Writer: 4hrs @ $15 Editor: 2hrs @ $16 Designer: 4hrs @$16 Design Editor: 2hrs @ $16 Developer: 3hrs @$16 Social Media Specialist: 2hrs @ $15 Ad Specialist 2hrs @ $15 $1,000 August 1st - 17th
Print Ad 7,250.00
photographer: 1 Day@ $1000 Models: x2 @ $500 $1000 graphic designer: @$250 placemets: Vogue @ $5000 $ 0 December $0 25% brand recall
Apps $3,340
6 Writer: 40hrs @ $15 platform: $240 per year WOM Ambassoder/influencer App Store flatrate $1000 0 January-December 50% uptake (download)
$15 per post @ 100 per week $1500

KEY PERFORMANCE INDICATOR (KPI)

Project/Campaign Content Team KPI Marketing Progress Notes Metrics Target
Project Prep Who is involved? How close is this to complete? Conversions
Talking Points/Theme/Launch Brief Completed 75%
Promotion Checklist Y/N target met
Team Huddle target met
Branding/Design
75%
Pre-Promotion Writer and marketing personell y not to use writteragain/ havent met KPI's 25% conversion/ Target 75% target met
Landing Page production team and marketing personell target met
Blog Post google and markerting personell y 25% success rate as predicted 25% recall
Emails
Social Campaign y increase meta tags 50% more words
Video
Print Ad
Facebook Ads
AdWords
Newsletter

Launch
Landing Page
Blog Post (Promoting Project)

Blog Post (Teaching How To Do Project Yourself)

Social Campaign marketing personell y not to use writteragain/ havent met KPI's 25% conversion/ Target 75%
Webinar/Workshop
Demo marketing personell y increase meta tags 50% more words
Facebook Group/Engagement production team and marketing personell
Video y 25% success rate as predicted 25% recall
Print Ad
Press Coverage
Email
Newsletter

Post Launch
Emails/Automation
Landing Page
Survey

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cost per thousand (CPM)
https://www.calculatestuff.com/
Print Ad
Based on Vogue calculation of 100,000

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BEST PRACTICING AGENCY FOR IMC AUSTRALIA/MELBOURNE

SMART ADVERTISING AGENCY

Marketing and Advertising Melbourne,
Victoria

History
Launched in 2000, SMART was established by
a group of ex-multinational agency
professionals seeking to create "a strategic
and creative alternative to traditional agency
thinking". The company's business model has
been described as a "borderless" approach,
bringing together specialists from various
locations and disciplines to service its clients'
needs.
Marketing magazine B&T named SMART "the
New Age ad agency" in its Agency of the
Year awards in 2003. It has since been more
broadly noted as part of a new breed of
agencies who are "breaking away from
traditional advertising models".

Size
11-50 employees
https://en.wikipedia.org/wiki/SMART_(advertising_agency) (10/09/19; 5:22 pm)
Summary
SMART is an award-winning full-service creative advertising agency offering brand strategy, creative
development, digital, social media, SEM, marketing and design across Melbourne, Sydney, Brisbane
and the Gold Coast. A local Australian agency where global brands feel right at home, SMART is a
specialist, independently managed advertising agency within McCann Worldgroup, a recognised
world leader in marketing and advertising solutions.
https://au.linkedin.com/company/smart-advertising-agency (10/09/19; 5:20 pm)

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Specialties
Advertising, Brand strategy, Marketing, Web development, Design, Australia, Creative development,
Campaigns, Web design, Creative direction, Social media, Email marketing, Branded content, Brand
development, Digital marketing, Ambient installations

https://clutch.co/profile/smart

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Previous Campaigns
SMART has created high-profile campaigns for some of the region's most recognised local and global
brands, including adidas, Australand, Coca Cola Amatil, Boutique Homes, Spotlight, Anaconda as well
as state and federal governments

ADIDAS

ADIZERO FEATHER CAMPAIGN
Adizero feather is an innovative range of lightweight sneakers by ADIDAS. The brief was to launch the
shoe into an already saturated market and with the 2012 Olympic Games fast approaching we
unveiled a fully integrated, high-impact campaign that was anchored by a national supersite outdoor
presence.
Challenge: To sell the lightest shoe on the planet, the adizero feather, in an already saturated market.
The SMART idea: The ADIDAS brand always finds that its market is best reached on a 'street and
store' level so we created a fully integrated, high-impact 'Light Gets Gold' campaign to coincide with
the 2012 Olympic Games. The campaign was executed across various channels including a full in-store
'fit out' and national supersite outdoor and had the flexibility to work across various international and
local promotions.
Impact: Prominently executed during the 2012 Olympic Games, the OOH presence delivered powerful
brand recognition and with its giant, real-life ropes, celebrated in published OOH annuals

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BREGGOS EDIBLE EGG RINGS

BRAND STRATEGY, CREATIVE DEVELOPMENT & CONTENT MARKETING

We were commissioned to create a brand strategy, creative development and content marketing
strategy plus provide ongoing community management and asset creation for this egg-citing new
brand.

Such an innovative product needed something equally unique. Something different. Something egg-
straordinary.

The creative direction used a vibrant colour palette to achieve eye-catching and intriguing packaging
on shelves, especially next to those boring egg cartons. Dynamic brand elements, including a brand
ambassador Eggwardo, further enhanced the uniqueness and personality of the brand.

The content marketing strategy involved creating a fun and interesting page with a diverse range of
content, including egg puns, recipes, tips, tricks and information about when BreggOs would be
landing on shelves at stores. Quality content and highly targeted Facebook advertising helped the
page gain over 1,000 followers before launch and many interested users enquiring about BreggOs and
sharing their own egg puns and breggfast creations.

http://www.smart.com.au/ (10/09/2019; 6:30pm) 10856_Doreen_BSBMKG417_Proposal_V4
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LEGISLATION

Relevant Laws and legislation that are associated with IMC/ business for Soulely Nature.

Marketing and business laws in Australia

Business Marketing E-Marketing Ethical Considerations

Australian Consumer Advertising Websites must be up to Fair Contracts
Law and Fair-trading Act date (in reasonable time
2012 Product and service frame) and have Contract must be clear
description must be accurate information and fair and consist of a
Knowing it is to reduce correct and Contact presented. balance between the
the risk of operating/ details need to be customers requirements
acting outside the law provided Product and service and the company’s
and paying for legal fees description must be requirements. No unfair
when ignored knowingly The price for goods and given, as well as advantages be taken of
or unknowingly services must be accurate pricing. Customers by a
constant for a period, Company/ business
Can improve customer and reasonable Contact Details must be
relation and reputation quantities need too be provided
of the business, that available (Reductions,
deals fairly with sales offer ect.)
customers, competitors
and suppliers

Refund and Exchanges Establishing business Receipts and itemised
bills Competition and
Any refund and online, main laws for Consumer Act 2010
exchange policy must be
clearly spelled out and Advertising and Victoria: Receipts need to be
be readable. provided for $75 Dollar
selling_FA_October 2018.pdf • Spam Act 2003 and over,
The ACCC provides
customers with • The Privacy Act Itimised receipts to
automatic Consumer anyone asking
Guarantees which can 1988
not be avoided by Receipts need to provide
business. • Electronic correct Details

Adding false statements Transaction Act • if relevant, the
such as “no refunds” will number of
not prevent the business 1999 labour hours
from a refund or and hourly rate
exchange if goods are: • The (Victoria)
• how the price
• Faulty Electronic was worked out
• Don’t match
Transaction Act • if relevant, a list
the product of materials
description used and the
• Or are unfit for amount
the intended charged for
purpose them

• ABN

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Visit the Australian Appendix 1- Green E- Marketing Ethics:
Consumer Law (ACL) for marketing and the ACL.pdf
more informationon Visit the ACCC for Social AANA (Australian
onunfair market media marketing Association of National
practices practices Advertisers

As well as the ACMA Work Ethics
(Australian
Communications and
Media Authority) for
more information

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ORGANISATIONAL POLICIES or untruthful information, respect all cultures and
individuals and not make any falls claims regarding
Please refer to Appendix-6 Organisational Policies the products and services provided. All marketing
will observe copyright and trademark law
The organisation abides by the terms as set out by
the W3 consortium, Humans Rights Commission
and the various legislation in Australia. This means
that this Organisation will at no time provide illegal

RECOMENDET TOOLS AND TECHNIQUES

Based on the research, the media/ marketing tools recommend for accessing the target audience,
identified in the research , are:

Traditional-above the line PRINTOUT FOR MAGAZINE (divergent used in multiple
demographics)
I choose Print outs do to the rise of Magazines in Gen Z
Electronic- through the line APP (customer-centric)
An App is chosen for easy access and the online visibility, which is one of the key factors in
reaching and staying in contact with Millennials/ Gen Z
Multifaceted- below the line SOCIAL MEDIA AD
Social Media Adds is one of the most accessible medias. Shown in the Study it is also widely
used my Millennials/ GenZ

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Sample of tools recommended (APP)

a. suitable for use within a divergent media environment (Print Add)

Print Ad

b. suitable for use within a customer-centric environment (App)

Facebook Ad/ Magazine

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UNIFIED KEY MESSAGE AND ITS IMPORTANCE
At Sulely Nature our key message across all media should always be clear and easily
understandable. Souley Nature is there to provide our customers with the most compelling
cleaning experience available and to clear the way for people transitioning into a more
sustainable life.

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RESOURCES

https://au.linkedin.com/company/smart-advertising-agency (10/09/19; 5:20 pm)
https://en.wikipedia.org/wiki/SMART_(advertising_agency) (10/09/19; 5:22 pm)
http://www.smart.com.au/
https://clutch.co/profile/smart

APPENDIX

Appendix 1- Green Appendix Appendix 3-survey Appendix 6.2-style Appendix 6.1-Policy

marketing and the A2C-LA.upsdtfralian Digital amdevdeiratisuisneg2P0o1l9ic.ypdanf d regiulaidtieo.ndoIAcBx .pdf Manual V6.docx

Appendix 6 -help 1 Appendix Appendix

organisational polic7ie-sm.deodciaxconsumersu8rv-eDye-l2o0i1tt8er_eGploorbt.apl_dMf illennial_Survey_2019.pdf

REFERENCES

https://www.business.vic.gov.au/
https://www.business.gov.au/marketing/advertising/legal-obligations-of-marketing
file:///C:/Users/Student/Documents/10856_Doreen_BSBMKG417/722_Advertising%20and%20selling_FA_Oct
ober%202018.pdf
https://www.accc.gov.au/business/advertising-promoting-your-business/false-or-misleading-statements
https://www.accc.gov.au/business/advertising-promoting-your-business/social-media

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