I was recently given the opportunity to represent my college (www.algonquincollege.com) at the Ontario Colleges Marketing Competition (http://www.mohawkcollege.ca/Schools/Business/OCMC09.html). This competition brings 12 colleges from across Ontario together to compete in a case based competition. There were 10 events, and mine was Integrated Marketing Communications (IMC).
The rules of the competition state that no team will know what the case is about. A random draw was made to determine the order. Teams were brought to a room that had a laptop, two copies of a two page IMC case, and a usb key. You had one hour to create a ten slide ppt presentation on you solution. After that hour was up you were brought into an elevator (no talking allowed), up to a board room and brought before a panel of 5 industry leaders and make a 15 minute presentation to them about your IMC recommendations. After the 15 minutes is up there is a 5 minute Q&A. Out the door and you wait until the gala dinner when the results are announced. Pretty intense.
The case was based on www.Coppley.com and the issue was related to an aging demographic and how to boost awareness and demand for the product in a younger more professional-stylish consumer.
We came up with a campaign that centered around the idea “Coppely: Lifestyle of Luxury”. Different imagery in the traditional elements would include men by exotic cars, getting onto planes, walking tall down a business district… that kinda thing. But to go street level to get the attention of the new target market we propose the set up of the “Live Luxury” booths in the three major urban centers of Montreal, Toronto, and Vancouver. This event would include live models, sales associates, social media live feeds, sales promotions. A second wave of “Live Luxury” would occur at the retail locations, using their window displays to show the live models. Engaging staff, really putting focus on the superior customer service and feature benefits of a truly tailored suit and the feeling of experiencing your first tailored suit.
Our solution was selected the best by all five of the judges, with an average score almost 8% higher than the second place team. It was one of my highlights, the feeling of recognition amongst your peers and the top students from around Ontario.
A further development that boosts my ego (as if it needed more… pfff), as I came online to write this I went to the website (www.coppley.com) to make sure the address was right. To my surprise, the front page of the website happens to have the same imagery and even uses the words “luxury” and “experience”. I can see this as being a coincidence and a complete hit in terms of doing what the company would want, OR they heard about our recommendations and solutions (their head office and manufacturing is in Hamilton where the competition was). EITHER way, I’m pumped that our recommendation was used.
