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Branding campaign - Proposal

"The purest treasure mortal times afford is spotless reputation; that away,Men are but gilded loam orpainted clay."

William ShakespeareRichard II

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Strategic planning

I. Brand Positioning Statement

II. Brand Slogan

III. Main direction for developing Brand Rethoric

IV. Main directions for developing internal coomunication (Environmental Branding)

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I. Brand Positioning Statement

Brand positiong is a statement of the functional, emotional and self-expressive benefits delivered by the brand that provide value for the customer

Olyimpic’s brand positioning statement must contain information referring to the core activity and also those characteritics that create distinctiveness to the brand

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I. Brand Positioning Statement

Background•The positioning statement must lead to strenghten brand-customer relationship and to drive the “purchase decision”, but also to gain the customer’s loyalty.

Based on this argumentation, suggest

that the positioning statement should be

based on

• MANAGERIAL APPROACH OF THE CASINO SERVICES

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I. Brand Positioning Statement

(according to company mission from

www.olympic-casino.com)

Olympic is the only team in casino management as they

know how to administrate state-of-art professional instruments in order to improve client’s reaction to the challenges of the gambling

Olympic is the unchallenged

leader of the casino management

This position Olympic as high

on casino market

This positioning statementunderline the idea of innovation,

due to the vanguard approach of casino management

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I. Brand Positioning Statement

Argumentation:

– by using a metaphor can be of great help due to the following facts:

employees are accustomed to the customer’s language and values

a metaphor frames the way customers looks at the brand;

Olympic is the only team in casino management as they know how to administrate state-of-art professional instruments in order to improve

client’s reaction to the challenges of the gambling

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I. Brand Positioning Statement

Argumentation:

– the term team defines Olympic’s new positioning, emphasizing on the fact the Olympic is not just a group, but a team in which its members interacts one with the others;

– in the same time, team work is a corporate value, that can create favorable association to Olympic brand

Olympic is the only team in casino management as they know how to administrate state-of-art professional instruments in order to improve

client’s reaction to the challenges of the gambling

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I. Brand Positioning Statement

Argumentation:

– casino management is an innovating concept that catch the essential features of the company casino management defines a new paradigm in the field of management casino, that can be expresed as follows:

Administration of the player status by identification and utilization of the best modern solutions

Olympic is the only team in casino management as they know how to administrate state-of-art professional instruments in order to improve

client’s reaction to the challenges of the gambling

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I. Brand Positioning Statement

Argumentation:

– the syntagm ”team in casino management” has a dual semantics: the profession (management) the academic title which proves the highest professional

status – “state of art professional instruments” has been used for

emphasizing:

1) on the quality of the equipment

2) the quality and efficiency of casino management

Olympic is the only team in casino management as they know how to administrate state-of-art professional instruments in order to improve

client’s reaction to the challenges of the gambling

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I. Brand Positioning Statement

Argumentation:

– improve client’s reaction to the challenges of the gambling is meant to express

the idea of customized solutions dedicated to improve gambler state/condition

the idea of improving the individual communication with the players

Olympic is the only team in casino management as they know how to administrate state-of-art professional instruments in order to improve

client’s reaction to the challenges of the gambling

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I. Brand Positioning Statement

Argumentation

:The Cred

o stateme

nt express in a syntheti

c way the

brand

positioning

and emphasize

the essential features of

the Olympi

c bran

d

a) the idea

of the team b)

the idea

of the

casino

managemen

t c)

the idea

of the

excellence in services

provided

(highest

quality,

stat-of-art

professional

equipments)

Credo:“Extraordinary People

Creating Excellen

ce”

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II. Brand Slogan

The Slogan is one of the most important and visible identity elements, that is way it should meet two conditions:

it should be coherent with the brand positioning statement

it should deliver a promise

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II. Brand Slogan

Proposals:

We Bet you'll love itBecause play matters

There's no better place to playTogether we make the difference

The Olympic way/spirit!

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III. Brand Rethoric

In the followings, I will indicate the main direction for developing a brand rethoric, based on the company’s values and operational principles:

Follow the Olympic way

Olympic is leader casino management:we set up new standards: TQCM (total quality casino

management)we innovate continously, we are one step ahead the competitionwe are one step ahead customers’ needs

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III. Brand Rethoric

We are customer satisfactin oriented:

our approach is a win-win type: we are partners as we share

common interest and values

we are looking for our customers’

confort

we prove tailor made solutions (with refference to

customized solutions and to the capacity to

innovate for the customers’ sake)

we go for the customer to the last

mile

For example, the company can develop hotline/helpline for

compulsive gaming etc…

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III. Brand Rethoric

We are part of the

local community

and we take social responsibili

ty(CSR

programs)

we promote the volunteering

actions

we are involved in educational programs for children and

adults

we sustain the “player

education”

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III. Brand Rethoric

We are “quality addicted”: we are commited to

Total Quality Management policy (we pursuit quality management standards in each process we undertake)

For better defining what we are doing, we innovate one:

TOTAL QUALITY CASINO MANAGEMENT

(TQCM)™

The symbol TQCM should become Olympic’s trade mark

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III. Brand Rethoric

Team spirit:

we are a team that acts well-organized and efficiently to achieve maximum comfort for the customer

we are managing our activity according to the

“one stop shopping” principle

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IV. Environmental Branding

Environmental branding must be in accordance with the brand positioning statement and that is way, it must convey the idea of leader through perceptions of:

Trust Quality up-to-date/ modern Innovation

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IV. Environmental Branding

Tactics:1. Environmental

display POSM at the receptions etc post indoors displays at every flour post mini-displays containing Credo statement, brand values

(inside offices) post flyers and brochures at the reception and every flour

displays artefacts:Olympic postal cards, short flags on desktop etc launching Olympic mascot (as an identity element) post indoors signs (indicators, guide post etc)

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IV. Environmental Branding

Tactics:1. Environmental - Subjects

posters on the equipments must display technical perfomances, their value/ price, other fact sheets (e.g: this is the only slot machine of this type in Romania and has an accuracy of 100%).

posters must contain Olympic quality standard:

“Olympic, a company of TQCM™”

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IV. Environmental Branding

Tactics:

Approach – managers must be:

open hearted to customers must avoid anxiety feelings on behalf of the customers must provide detailed information regarding the game

Etc…

• In the future we can develop:– Responsible gaming programs– Develop an ISO 9001:2000 program (I successefully

implemented ISO 9001:2000 for Platinum Casino in Romania;references about this from former general manager of Platinum Casino, Tan Tolga Cebeci)

– …

Thank U :)

UNCONVENTIONAL Advertising Concept

www.uncvn.ro Lupu Mihai

head of strategy mihai.lupu@uncvn.ro

(004)0726.196.192