So as the presentation day looms my group has made alot of progress since our initial meeting, we’ve used several marketing tools that we’ve become familiar with over the semester to gain a better understanding into how we would make a successful campaign for Fedrigoni’s Imaginative colours paper selector, comprised of four different sections: Cool, Warm, Neutral & Black and White.
We began with creating personas of the kindof people that Fedrigoni would target, and why those people would use their company.
Student – Donna
Studying Illustration
Early 20′s
Looking for quality paper for Degree show
Not in the know about paper companies
Reliable
On a student budget
Looking for uniqueness
Likes going out
Dedicated and hardworking
Perfectionist
Experiments with their work
Visits independent bookshops, art galleries and museums in spare time
Loves freebies
Recent Graduate – Derek
Recent Graphic Design graduate
Mid 20′s
DJ’s
Freelance poster producer
Self employed
Subscription to ‘Eye’ and ‘Grafik’ magazines
Flexible with commissions
Collects samples
Organised
Interested in producing designs for packaging
Likes ‘Good’ design
Collaborated with other visionaries
Aims to own his own company
Varying budget depending on project brief
Professional – Don
Late 30′s
Creative Director of publishing house (Angelika Books)
Earns 60-65k
Produces high-end magazines
Travels a lot for business
Hard working and works long hours
Computer savvy
Juggles a lot of projects at once
Has assistant named Peggy
Has a lot of professional contacts
High demands, expects quality and service
Does a lot of networking with clients out of hours
Work is his life
Wants to work his way up the company
We then brainstormed what Fedrigoni could offer each person and the ‘group’ that they belonged to -
Fedrigoni is good for students because…
They offer package deals/ membership loyalty cards
Arranges student competitions
Offers sponsorship for Degree shows, etc
Sends out free samples
Quirky promotions
Offers wide range of products/colours
Offers unique colours
Exclusive offers for students.
Fedrigoni is good for graduates because…
Do customised offers
Creative promotions that are collectible
Sends out free samples
Wide range of products/colours
Reliable shipping service with quick delivery
Brand loyalty and reliability
Fedrigoni is good for professionals because…
Quick reliable service
Luxury quality products with professional finish
Samples aimed at professionals
Sends exclusive brochures and samples
Order history
Ships worldwide
Environmentally friendly.
Since the target audience is ‘top fashion labels, boutique publishing houses, businesses with global reputations to protect and enhance.’ our campaign is more tailored towards professionals than anyone else, although we have developed ideas on how they could expand and reach students/graduates with a follow up campaign which involves a student competition using Fedrigoni paper. To promote their imaginative colours range we have come up with a 3 part campaign, using AIDA as a basis for how it will pan out. First point of contact is through a magazine insert, which will be followed up by two forms of direct mail, all of which will include samples of the colour swatch product they’re aiming to sell.
We’re using a ‘stripe’ design in all formats that will show the range of colours available, the magazine insert will be made up of layered paper (we thought this would be suitable as it’s something out of the ordinary to catch attention), this will be featured in a publication such as Creative Review or Eye in order to reach the target market. This will then be followed up with a mailout (automatic for subscribers to said publications and potential clients) which will consist of ‘recipe cards’ as we want to make a point of the Italian heritage that Fedrigoni has, so a classic Italian food is to be featured on each recipe card depending on the mood (e.g – Ice cream for cool colours, Coffee for Black and White), this will then be followed up again with a colour dial, allowing the user to gain a further insight into the range of colours available from this tool, a perforated send-away form will be included to make it easy for the client to purchase the product.
An important part of our approach is that what we send out for the direct mail is something that the client would want to keep, that is well made and that doesn’t give the impression of being cheap or disposable, because although paper is both of these things, Fedrigoni stands for luxury and quality and this has to come through via what they choose to represent themselves with. So, the Attention is gained through the magazine promo, the Interest and Desire is formed from when the client receives the taster through the post and the Action comes from an attached form that can be sent away to purchase the paper selector. We’ve been going over ideas on how we can include a sense of both Fedrigoni’s heritage and professional values along with their quirky and personable attitude towards clients and promotional products. It’s been a challenge to keep it all non-digital but has provided us with the opportunity to conjure up novel ideas on how we’d promote this tool.
