2. Campaign Overview
Campaign Garland’s Hardest Working Chef
Key Objective To maintain Garland’s market share, by gaining customer and marketplace insights,
identifying sales opportunities and developing positive testimonials, to increase
brand advocacy and grow sales leads by X% within X months.
Key Messages • Garland is the trusted world leader of oven ranges.
• Garland is the preferred brand of oven ranges amongst our target market.
• Garland is the world’s most durable, high performing and reliable brand of oven
ranges.
Target Audience Chefs who currently own/use a Garland oven range.
Tactic/Activity Please refer to next slides.
Call-to-Action Offer ‘ Tell us why you’re Garland’s Hardest Working Chef for your chance to win a hoilday
for you and a friend to a destination of your choice’.
Timing May-July- Campaign preparation.
August-September- Campaign launched. Print campaign circulated in 1-month
intervals.
October- Finalists announced.
Late October- Winner announced and post-competition marketing
commences.
Estimated Cost To be included.
3. Campaign Background
WHY did we run this campaign?
Garland is the world leader of quality oven ranges renowned for their reliability, high
performance and durability. In fact, they are often referred to as the ‘workhorse’ of the kitchen
with a lifespan of up to 20 years!
Although Garland is a trusted leader and continues to own market share, we needed to protect
its position, particularly with the ongoing threat of cheap overseas imports that aggressively
target Australian foodservice businesses.
WHAT did the campaign set out to achieve?
1. Obtain sales leads and develop our CRM database by gaining customer insights from
competition entries.
2. Generate positive testimonials for the purpose of the campaign and future marketing use.
WHAT were the competition entrants required to provide?
1. Information regarding their oven range (for example, serial number, model number and year
of purchase.)
2. Answer ‘How does Garland keep working hard for you?’ & ‘Why do you deserve a free
holiday getaway?’.
3. Finalists were required to partake in an interview that would form part of a testimonial.
WHICH marketing channels were utilised?
Print, email, website, social media, print and digital advertising, media, dealer advertising and
trade show.
4. Campaign Execution
Creating competition buzz on social media.
PART ONE:
• Internal teams given campaign brief and run-down.
• Dealers given campaign brief and offered flyers/website assistance/POS.
• Developed campaign micro-site, including online entry form.
• Developed press releases and stimulate publicity with media partners.
• Created TWO versions of an A5 entry-form to be distributed to target
audience, dealers, sales team and included in foodservice magazine.
• Initiated email marketing campaign to advertise competition.
• Utilised social media to create buzz, reach and participation in competition.
Five finalists were selected and a profile of each chef was featured online. It
explained a bit about their story and why they love Garland! The public voted
on the top prize.
The winner was announced on social media , email and website. A press
release was sent to media outlets. The winner was featured on the website and
their story was published in Frontburner Magazine.
PART TWO:
• The Fine Food Show was utilised to promote the competition. Live Cooking competitions were carried out on the Comcater stand with
Victoria’s top chefs battling it out to cook the best burger utilising the Garland oven range.
• These chefs are key influencers in the foodservice industry and attract large social media followings. They utilised social media to
promote the competition and Garland. The demonstrations also attracted traffic to the stand and showcased the reliability, high-performance
and durability of the oven ranges first hand to the delegates, promoting the key messages of the campaign.
PART THREE:
• Content based marketing activities featured on the website, blog and email throughout the duration of the campaign.
5. Campaign Reporting
SALES
• Dollars $ (analysing sales figures during and after campaign)
• Volume
• Did we influence the sales of other products?
• Location of sales (Did we see growth in certain states/regions)
• Product ranges (Which specific models were impacted by the
competition)
• Lead generation (How many qualified leads did we create?)
• Lead conversion
ENGAGEMENT
• Amount of entries
• Amount & quality of positive testimonials received
• Database growth
• Participation on social media (likes,shares,re-tweets,
mentions, comments)
• Website visitation (length of visit, time on pages)
• Website visitor flow (how the customer interacted with
website)
• Email open rates, click-throughs, unsubscribes
TRAFFIC
• Visitation (amount) to website
• Visitation to Homepage & Garland product pages
• Sources of traffic
• Website rankings
• Direct traffic
• Email traffic
• Organic search
• Referral traffic
• Social media
REACH
• Social media followers and fans (quality & amount)
• Email and blog subscribers
• Entry source (print, website, sales, dealer)
How did we measure the campaign?
