Melbourne---The Age/3AW

Back to Melbourne! After 8-day travel to Brisbane, Cold Coast and Sydney, we back to home! I don’t know whether I should happy or not, on one hand, I feel exhausted after this 8-day trip, on the other hand, I feel sad, because I am pretty sure I wont easily have another chance to visit all those companies again!!! Anyway, all good things must come to an end. We cant keep time stopped.

bright, modern workplace

After going home, I went to bed without even taking out my stuff from luggage. But I am looking


forward to tomorrow’s visit—The Age. In the morning at 8.45, we met up in building S caulfield and took travel bus together headed to The Age. I passed by The Age building near Southern cross like hundreds times before, but I never got a chance to get in. Now, I feel I am lucky girl! What a modern and beautiful office! Briony, marketing director in the Age show us around the office and introduce The Age current situation. Another marketer show us 3AW radio record system. They are all live show. After that, the FairFax, media company gave us a fantastic 8-person presentation about how marketing works in The Age, and how they create opportunities for the Age to attract new clients.

He was showing us how the system works!

The following is some of the selected presenters and briefly content of their presentation:

Rodney House—Advertising Group Director

l  Engaging our audiences throughout the day

l  Objective: to break a world class exclusive story on multiple channels

l  Choose the Media channels depend on what is the strategies and the date and time

Zoe--Trade Marting



an Obama cartoon

l  Trade marketing is an element o marketing mix that relates to building demand and service in trading.

l  Using marketing communication to:

1.         Inform

2.         Tell story

3.         Keep relationship

l  The use of Sponsorship and event:
1.         To deliver brand
2.         To increase revenue

They are reporting!!

3.         To increase circulation
4.         To reward customers

l  Methods of research

1.         Communicate internally and externally
2.         Report on trends

3.         Inform key information

Sharon Chai--Consumer marketing executive

l  Consumer groups in the Age: Subscribers, trade, internal, causal readers
l  Driving readership, brand perception and awareness, community engagement Brand
l  promotion and content sponsorship
l  ongoing research determines key areas of interest amongst casual and new readers and marketing campaigns are created based on this research
l  campaign development by the mobile applications  


Role of partnership--Craig

l  Partnership is key element of the Age’s consumer marketing strategy

l  Through our partnership, we look to:
1.         Support the brand
2.         Retain and increase readership
3.         Engage customer

l  Partnership checklist

1.         Brand alignment
2.         Strategic priority
3.         Readership
4.         Stakeholder engagement
5.         Commercial opportunity

l  How does the ipad fit in

1.         Opportunities
2.         Video content
3.         Interactive content
4.         Engaging new audiences
5.         Thoughts about partnership

l  Key to success: work as one

1.         Go to the win-win-win
2.         Share the love
3.         Don't be afraid of change
4.         Be a partner not a sponsor, not just putting money together but achieving common goal

group photo for us