Grafica Inc Case
Grafica Inc.: Winning the New Jersey Lottery
Designing and Managing Integrated Marketing Communications
14/12/2011
Marketing
Submitted By
Group-4,
EXECUTIVE SUMMARY
Grafica Inc. was an advertising firm started my Ms Debra Taeschler in 1986 with her colleague, working in Landmark Associates and her husband John Taeschler. By 1998 Grafica had grown in full-service advertising agency. It was located in Chester New Jersey and it was particularly well-known for its expertise in integrated marketing approach to customer relationship management and its expertise in using digital technologies in marketing communications and advertising.
In 1999 the Grafica was presented with an opportunity to bid for the New Jersey Lottery account. The New Jersey Lottery account would be a very big gain for Grafica as the account wanted an agency which could provide them with a whole range of services- television, radio, print, outdoor advertisements and would also get to provide professional consulting, ongoing marketing strategy and market research. It was in perfect congruence with Grafica’s core competency of umbrella or integrated marketing.
CASE ANALYSIS
Grafica Inc.
Grafica Inc. was started by Debra Taeschler and John Puglionisi in the year 1986 in the Taeschlers’ basement apartment. By the year 1998 it had grown into a full service advertising agency. It was well known for its integrated marketing approach to customer relationship management and its expertise using digital technologies in marketing communications and advertising.
The New Jersey Lottery
The New Jersey Lottery was created by an amendment to the state’s constitution in the year 1969 and started the sale of lottery tickets in December 1970. Starting with revenue of $72million in the first year the annual sales grew to $1.6 billion in the year 1998. Out of the total sales 51% of it went to the players in the form of prizes. In 1998, 52million winners had taken home more than $868 million in
Designing and Managing Integrated Marketing Communications
14/12/2011
Marketing
Submitted By
Group-4,
EXECUTIVE SUMMARY
Grafica Inc. was an advertising firm started my Ms Debra Taeschler in 1986 with her colleague, working in Landmark Associates and her husband John Taeschler. By 1998 Grafica had grown in full-service advertising agency. It was located in Chester New Jersey and it was particularly well-known for its expertise in integrated marketing approach to customer relationship management and its expertise in using digital technologies in marketing communications and advertising.
In 1999 the Grafica was presented with an opportunity to bid for the New Jersey Lottery account. The New Jersey Lottery account would be a very big gain for Grafica as the account wanted an agency which could provide them with a whole range of services- television, radio, print, outdoor advertisements and would also get to provide professional consulting, ongoing marketing strategy and market research. It was in perfect congruence with Grafica’s core competency of umbrella or integrated marketing.
CASE ANALYSIS
Grafica Inc.
Grafica Inc. was started by Debra Taeschler and John Puglionisi in the year 1986 in the Taeschlers’ basement apartment. By the year 1998 it had grown into a full service advertising agency. It was well known for its integrated marketing approach to customer relationship management and its expertise using digital technologies in marketing communications and advertising.
The New Jersey Lottery
The New Jersey Lottery was created by an amendment to the state’s constitution in the year 1969 and started the sale of lottery tickets in December 1970. Starting with revenue of $72million in the first year the annual sales grew to $1.6 billion in the year 1998. Out of the total sales 51% of it went to the players in the form of prizes. In 1998, 52million winners had taken home more than $868 million in