Today’s been a pretty full on day drafting up key messages, goals/objectives and strategies. In terms of a media strategy, the company has nothing. So I’m starting from scratch and hoping to identify some main goals and objectives to achieve in 2012 through a unified message strategy.
The most obvious problem is the lack of brand association. Because the company (Atlas) has different brands associated with it (Perl’eco and Nomad), recognition of the link between the three needs to be made. Atlas is one of the top wholesalers of loose pearls in the world, Perl’eco is has just opened in Claremont as the retail outlet of Atlas pearls and Nomad is a world-famous exhibition by photographer of the stars Russel James, held in the Perl’eco showroom, yet the association between all three projects is not very well known.
Because the company has so much going on with its different projects, brands etc, the marketing team have told me that in the past a scrambled, unclear sort of message has been delivered to the media. Below are the four main messages I have come up with to hopefully deliver a more unanimous message when dealing with the media.
3.0 Key Messages
· Atlas is a competitive supplier and distributor to the wholesale loose pearl market.
- Atlas has extensive experience in the cultivation of high quality South Sea pearls in large volumes.
- The company possesses the ability to deliver regular supplies of well graded goods.
- Atlas manages their own farms and controls all the intellectual property that is required in the production process.
- Atlas can prove the provenance of its pearls.
- Sustainable environmental and community protection through positive action and involvement
· Atlas is the number one retailer of pearl inspired luxury goods.
o Perl’eco retail outlets throughout Indonesia and also in Perth offer an extensive range of high quality South Sea pearls, direct from Atlas pearl farms.
o Knowledgeable, attentive and friendly staff will be able to assist shoppers with all enquiries to ensure that they are getting an authentic product at a fair price.
· Atlas, Perl’Eco and Nomad are building an enviable reputation in the development of innovative concepts associated with pearls and luxury goods.
o Atlas and its associated brands are collaborating with the luxury sector to develop new products, ideas and brands.
· Atlas and its associated brands work together to ensure an ethical, ecofriendly and sustainable approach to business.
- Atlas continues to stay up-to-date and heavily involved in the latest research and development of the industry.
o Atlas sets a very high standard when it comes to corporate responsibility in terms of both the environment as well as the societies in which the pearl farms operate.
Hopefully having these key messages will make Atlas and its associate brands more accessible and recognisable to the public.
Anyway I think I’ll save talking about everything else for my next blog entry, my eyes are going square! I feel like there’s still so much to do before I finish up and go back to uni but am enjoying the pressure. Working with people who are passionate about their jobs and the industry makes this so much more enjoyable!
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