Integrated Communication Strategy for Ethical Trading Group, Australia

This presentation provides an overview of an integrated communication strategy for Ethical Trading Group, an Australian wholesale and retail chain committed to fair trade and sustainability. The core message, "EMPOWERMENT IS YOUR BIRTHRIGHT," aims to resonate with stakeholders, particularly customers and suppliers. The strategy involves leveraging digital marketing, specifically SEO and SEM, through consultation with Yango, an Australian digital marketing agency. Key components include a mechanism for justified cashbacks, customer involvement in product development, and transparent information sharing to promote justified trading. The presentation references various sources on advertising, integrated marketing communications, public relations, and strategic planning.

Integrated communication
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Background
 Ethical Trading Group is a wholesale and retail chain operating in all states of Australia.
 Organizational philosophy: Fair trade and sustainability.
 Aim: To create a brand message that can be engaged across multiple distribution
points.

The message
 “EMPOWERMENT IS YOUR BIRTHRIGHT”
 THIS WOULD RESONATE WITH THE STAKEHOLDERS, MAINLY CUSTOMERS AND
SUPPLIERS.
 IMPORTANT TO INTEGRATE EMPOWERMENT WITH THE USP OF THE MESSAGE.

TOOLS TO PROMOTE AD RATIONALE
• SOCIAL MEDIA
ADVERTISING
ADVERTISIN
G
• EMPLOYEE CARDSPUBLIC
RELATIONS

BUSINESS NETWORK TO BE
CONSULTED WITH
• YANGO IS BASED IN
AUSTRALIA.
• THEY PROVIDE AID IN
DIGITAL MARKETING.
• SPECIALITY: SEO AND
SEM SPECIALISTS.

PROCESS TO EMPOWER
CUSTOMERS
 MECHANISM FOR JUSTIFIED CASHBACKS.
 A SAY IN PRODUCT DEVELOPMENT.
 PROVIDING INFORMATION ON THE BUSINESS FOR JUSTIFIED TRADING.

REFERENCES
 Andrews, J.C. and Shimp, T.A., 2017. Advertising, promotion, and other aspects of
integrated marketing communications. Nelson Education.
 Ethicaltrading.biz. (2019). Ethical Trading Group. [online] Available at:
http://www.ethicaltrading.biz/ [Accessed 15 Jul. 2019].
 Percy, L. 2016. Strategic advertising management. Oxford University Press.
 Smith, R.D., 2017. Strategic planning for public relations. Routledge.
 Theaker, A., 2016. The public relations handbook. Routledge.
 Yango. (2019). Home - Yango. [online] Available at: https://www.yango.com.au/
[Accessed 15 Jul. 2019].

THANK YOU!