Integrated marketing campaign: Operation Searchlight
Client: BlueScope & Metalcorp Steel
Client Needs: Our client was faced with poor branding within consistent and reactive marketing strategies. A revitalised strategic plan was developed to help increase sales and encourage staff to become proactive in re-engaging with existing customers and capturing prospective ones.
Pricing: Previous advertising from the client had focused on pricing and price discounting. This approach was seen as a reactive strategy aimed to counteract declining sales and market competition.
Advertising: Inconsistent advertising activities within each branch across different states created mass confusion among staff and customers towards the client’s brand name. In addition, there was no outbound marketing activity to existing customers or prospects.