WELCOME

AMT AGENCY IMPLEMENTATION RESPONSE

3.6.2019

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 OBJECTIVE
ITC IDENTIFIED TWO KEY COMMUNICATIONS OBJECTIVES IN THEIR BRIEF

1. 2.
Raise awareness for ITC as a Increase engagement with small
hyperlocal organisation for new Lane businesses on their directory,
Cove residents. increasing exposure and revenue.

THESE ACHIEVE THE OVERALL BUSINESS OBJECTIVES OF 7 NEW BUSINESSES

IN THE DIRECTORY AND A 10% INCREASE IN SOCIAL FOLLOWERS AND
WEBSITE VISITS

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 FIRST PARTY DATA
Google Analytics and Social Media has determined that W 25-44 years of age are the

highest indexing audience, with 67% of the total ITC members falling in this group.
 SECOND PARTY DATA

Behavioural research trends in home dynamics by the Department of Work and Pensions
revealed that:

“Women typically act as the ‘alpha’ partner in a relationship and are the ones who

instigate social participation and carry out the research ” (DWP, 2018)
 STRATEGY AND UMBRELLA THOUGHT

WONDER WOMEN
Inspire more Lane Cove community members to join
ITC as participatory citizens, by reaching the primary
decision makers in the home - Women.

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 STRATEGY: WONDER WOMEN

We’re establishing ourselves as a provider of information and

community to make ITC a valuable part of everyday life.

To do so, we will leverage the power of women as the primary social

decision makers in a household to encourage and engage with us.

HOW: TACTICS AND CHANNELS

SOCIALLY SAVVY PRINTED & PASSED NEW AND NEEDY PARTNER & PURPOSE

Reaching W 25-44 in Printing/Distributing Leveraging partner data Partnering with Real Estate
native environments on offline business assets in bases to reach new agents to establish an
social. supermarkets, local sport residents of Lane Cove by advisory arm to their
events and school feats. email. businesses.
INSIGHT: NEW LOGO

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 TACTIC 1: SOCIALLY SAVVY

WHAT:
We will be reaching our target public (W25-44) on social media with paid advertising.

WHY:
Social is their most native, day to day channel that they use to communicate and build
meaningful connections, which mirrors the spirit of ITC by evoking the same type of
community sentiment.

HOW:
We will be serving geo located paid advertisements to members of the community and
directing them to the website.
 INSTAGRAM
● The Instagram campaign will consist of 5 posts over the course of a 6 month period.
● Paid posts will be promoted to the Wonder Women Instagram feeds, these posts will
reach people who do not follow ITC.
● Consumers will be automatically redirected to ITC website when they click on the post.

Each post will reach

Each post will run for 15 Posts are directed
days towards the Wonder
Women public.
470,000 women who
are within a 12km radius
of Lane Cove and are
between the ages of
25-44.
INSTAGRAM - PAID POSTS
 FACEBOOK
Objectives/Plan:
• Increase Brand Awareness

• Increase reach to people who do not follow “In The Cove”.

• Facebook Link ads will help increase traffic/leads towards ITC’s main website.

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FACEBOOK - PAID POSTS
 TACTIC 2: PRINTED & PASSED

WHAT:
We will be printing and distributing business cards and flyers.

WHY:
With Women on the go as mums, business women and main grocery buyers, giving small
accessible and transportable offline assets allows us to physically make contact.

HOW:
We will be distributing within local businesses, listed on the ITC directory, to form a two way
partnership and reach our audience in contexts that are relevant to them.
BUSINESS CARDS, FLYERS & MOBILE
CONNECTIVITY
 MORE ON MOBILE CONNECTIVITY...
SPLASH PAGE DIRECTORY
(SPONSOR ICON FEATURE) (BUSINESS FEATURE)
 SPONSORSHIP FOR FUNDING
We will engage in a sponsorship agreement with local and big companies within
Lane Cove to garner funding.

$10,000
funding amount

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 TACTIC 3: NEW AND NEEDY new

WHAT:
Leveraging e-mail data from real estate agencies on the directory.
An optional, ‘Welcome Newsletter’ with ITC info.
One off design - unlimited uses.

WHY:
Solves two communication issues in one.
Mail Chimp - Free distribution platform.
Easy to use with trackable statistics.
EDM marketing has proven results.

HOW:
Bi-monthly newsletter distribution.
Facebook sign up button available.
 NEWSLETTER

https://mailchi.mp/a2d891304763/welcome-to-the-in-the-cove-famil
y
 TACTIC 4: PARTNER PURPOSE

WHAT:
We would like to establish partnerships with more local Lane Cove businesses to engage in
sponsored packages with ITC.

WHY:
ITC wants to drive and increase their revenue streams.

HOW:
Running an information evening to pitch the ITC media kit to Lane Cove businesses yet to
engage with ITC.
MEDIA KIT PITCHING EVENT
THANK YOU

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