The Fruit Palette!Plans BookSpringboard Advertising                          Scott Gilbert                          Matt W...
Table of ContentsAdvertising Problem.........................................................................................
Advertising ChallengeChallengeThe Fruit Palette needs to find a way to increase visibility and find a unique way tobrand t...
Research (Quantitative)After surveying over 200 respondents, we found some interesting things about the attitude,awareness...
• We also found that of those surveyed, over 80% of respondents were between the ages of 18-44                            ...
Research (Qualitative)Following our quantitative surveying, we followed this up with 150 quantitative researchimpressions....
Word Association• By giving customers a bank of words and asking them to circle the ones they feel strongly  represent the...
Sentence CompletionWe asked customers to finish these sentences:= The Fruit Palette is for people that __________ .- If yo...
TargetHUSTLERS AND BUSTLERSAfter researching the brand and the consumer, we have decided our target is best described asth...
Brand DestinationCurrent Belief:“I really need a break in the day and my choices are either fast-food or Starbucks. Neithe...
Creative Work PlanWhat is the Problem?The problem is that the Fruit Palette has very low visibility and has not found a un...
What tone do we want to take?We broke our tone down into a couple different components        - Values of the Company: Gen...
Creative Campaign IdeasTRADITIONAL PAIDPrintThe target is immediately thrown into a vacation by seeing the ad. Going back ...
Out-of-HomeAs with the print executions, we want to put the reader in a vacation state of mind. Our outdoorboards will fea...
Creative Campaign IdeasNON-TRADITIONAL PAIDGuerillaDue to the nature of the budget involved, we have elected to use a majo...
Creative Campaign IdeasOWNEDIn-StoreWe recommend that the Fruit Palette improves its signage. We propose a large, colorful...
Creative Campaign IdeasEARNEDSocial MediaCurrently, the Fruit Palette has a Twitter and a Facebook, however with only 19 f...
Make You FamousSpringboard Advertising wants to bring the Fruit Palette even more visibility by using a “MakeUs Famous” st...
Pre-TestingWe have a technique that we truly believes sets us apart from the competition. Not only did wecreate a great ca...
Final ThoughtsWhat separates our campaign with others is our ability to extend it.We know that the leadership of the Fruit...
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Scott gilbertaccountplanningfruitpalette

  1. 1. The Fruit Palette!Plans BookSpringboard Advertising Scott Gilbert Matt Whiteley April 21st, 2011 1
  2. 2. Table of ContentsAdvertising Problem.......................................................................................................03Research (Quantitative).............................................................................................04-05Research (Qualitative)...............................................................................................06-08Target...........................................................................................................................09Brand Destination..........................................................................................................10Creative Work Plan.....................................................................................................11-12Creative Campaign Ideas! Traditional.....................................................................................................13-14! Non- Traditional.................................................................................................15! Owned...............................................................................................................16! Earned...............................................................................................................17Pre-Testing Research......................................................................................................18Final Thoughts...............................................................................................................19 2
  3. 3. Advertising ChallengeChallengeThe Fruit Palette needs to find a way to increase visibility and find a unique way tobrand themselves.Objectives for Research• To identify a target market• To gain insight into consumer’s attitude and awareness of the Fruit Palette• To understand the current consumer usage of the Fruit PaletteMethods of Research• Quantitative: Survey• Qualitative: Mind Mapping, Word Association, and Sentence Completion 3
  4. 4. Research (Quantitative)After surveying over 200 respondents, we found some interesting things about the attitude,awareness, and usage of the Fruit Palette.• This shows the vast majority of people in Rice Village are unaware of the Fruit Palette• From those surveyed, we found that over 75% of respondents were either in or had completed some form of college. 4
  5. 5. • We also found that of those surveyed, over 80% of respondents were between the ages of 18-44 5
  6. 6. Research (Qualitative)Following our quantitative surveying, we followed this up with 150 quantitative researchimpressions. We used a variety of methods.Mind MappingDiagrams used to represent words, ideas, tasks, or other items linked to a central keyword or idea. Mind maps are used to generate, visualize, and structure ideas.Through this technique we found that the general consensus is very positive. Of those who haveheard of the Fruit Palette, they consider the atmosphere to be relaxing, enjoyable, and happy.They also see the Fruit Palette’s offerings as delicious and healthy. We found that customers linkthe experience to the fruit itself and see the Fruit Palette as a unique, fun experience. 6
  7. 7. Word Association• By giving customers a bank of words and asking them to circle the ones they feel strongly represent the Fruit Palette, we found how customers classify the Fruit Palette. Most Common: -  Trendy -  Unique -  Fun -  Cool -  Original Least Common: -  All-American -  Sophisticated -  Ageless -  Technical -  SurprisingBy analyzing this data, we found that customers associated the Fruit Palette with being a unique,fun place to visit. They enjoy the atmosphere just as much as the food. They value individuality,and tend to reject the traditional, complicated, and uptight. 7
  8. 8. Sentence CompletionWe asked customers to finish these sentences:= The Fruit Palette is for people that __________ .- If you shop at the Fruit Palette, you are ____________.- If I told them I ate at the Fruit Palette, my friends and family would say _____________.- When I eat at the Fruit Palette, I feel __________.From the answers, we found that the Fruit Palette is for people interested in fresh unique fruit-based foods and a refreshing and relaxing alternative to the most common Houston restaurantsimbued with a trendy, relaxing atmosphere.In conclusion to our quantitative data, we found:- The Fruit Palette has already positioned themselves as a healthy alternative, so we feel that the brand should be re-positioned as not only a healthy alternative, but also a unique, relaxing fun place to take a break.- General consensus of those familiar with the Fruit Palette is very positive - we saw very little negative feedback.- Due to lack of exposure, the Fruit Palette is unfamiliar to most locals, and more specifically, our target. 8
  9. 9. TargetHUSTLERS AND BUSTLERSAfter researching the brand and the consumer, we have decided our target is best described asthe “Hustlers and Bustlers”These are the hard-working, constantly moving professionals in the Houston area.They can be different ages, ranging from 18-44, both male and female, and even different races.But they all share in common a busy schedule and a desire and need to just take a break occasionally. Persona 1: Ashley (Hard Working Mom) Meet Ashley. Ashley is a 29-year-old working mom with two kids. Her full-time job keeps her busy, and once you add in the two kids, her life is non-stop. When she does take a break, she wants to relax. She wants to feel like it’s a quick little vacation, where she can sit back, relax, and enjoy a refreshing treat before the rush of the day catches back up. The Fruit Palette offers a Vaca-From-Her-Day. Persona 2: Michael (Fast-Paced Executive) ! Meet Michael.Michael is a 34-year-old insurance executive.He usually starts his day fairly early and hasmeetings throughout. He never knows whenhe will get a break, as his schedule isconstantly changing, however when he does,he wants some me-time. He wants that me-time you get when you lay on the beachwithout a care in the world. He heads to TheFruit Palette, shuts off his blackberry and slips into calm. 9
  10. 10. Brand DestinationCurrent Belief:“I really need a break in the day and my choices are either fast-food or Starbucks. Neither place isrelaxing, however the latter used to be a nice place to chill but it is more of a coffee fast-foodplace now.”Current Behavior:“I’ve never heard of Fruit Palette, and don’t know any of their benefits or offerings.”Brand Insight: “The Fruit Palette offers a soothing beach-like atmosphere and offers delicious tropical treats that will allow me to slip into a vacation state of mind for a few minutes in my day to regroup, recharge, and relax. It gives me a VACA-FROM-MY-DAY”Future Belief:“When I get a break from my day, I know that a mini-vacation is just a walk or short drive away.I know I can escape to a tropical state of mind and recharge the batteries, so to speak.”“My little vacation is something I look forward to in my day.”Future Behavior:“I think about the serene escape at the Fruit Palette, and make it a point to take time in my busyschedule to go sip a refreshing aqua or have a creamy fruit bar.” 10
  11. 11. Creative Work PlanWhat is the Problem?The problem is that the Fruit Palette has very low visibility and has not found a unique way tobrand themselves.To whom are we marketing?We are marketing to the “Hustlers and Bustlers”. This market includes men and women ages18-44, who all have in common a busy schedule and a desire to take a break occasionally.What do they currently think and do?They currently believe that for a break in their day, their only options are fast-food or Starbucks,and consequently, when they have a little free time, they grab a quick, unhealthy bite to eat or acoffee.What do we want them to think and do?We want them to believe that when they have a break in their day, the Fruit Palette is an relaxingalternative to the fast food or chain coffee establishment.We want them to look forward to thebreak in their day.What is the idea that will get them to think that way?“The Fruit Palette offers a Vaca-From-My-Day”What are the best way s to connect the idea to the consumer?The best way to connect this to the consumer (our target) is to make our advertising beach-like.That is to say that when our consumer looks at our advertising, their first thought is a beachvacation. Maybe they are reminded of a spring break or summer vacation.Our print will be tropical in nature, filled with pictures and copy that takes them to that place intheir mind. That place they felt like they didn’t have a care in the world. Maybe it’s Cancun,Maybe it’s Playa Del Carmen or the Mayan Riviera. In addition to the beach, images of deliciousfruit will be incorporated to advance the product idea. 11
  12. 12. What tone do we want to take?We broke our tone down into a couple different components - Values of the Company: Genuine, Fun, New - Personality of the Brand: Tropical, Exciting, Fresh, FunHow will we measure success?We will post-measure our target quarterly through qualitative research to track improvementamong our target audience. We will identify where we stand in terms of awareness of the brand,attitude towards the brand, and usage of the brand.What are the mandatories and key milestones?The Fruit Palette logo must be used on all advertisingMilestones may include quarterly measurements on awareness, attitude, and usage. 12
  13. 13. Creative Campaign IdeasTRADITIONAL PAIDPrintThe target is immediately thrown into a vacation by seeing the ad. Going back to the big idea, theconcept is going to be to conjure up relaxing, tranquil thoughts when the consumer reads theadvertising.Examples: 13
  14. 14. Out-of-HomeAs with the print executions, we want to put the reader in a vacation state of mind. Our outdoorboards will feature the beautiful beach with a simple question. “Need a Vacation?” Images ofFruit Palette products can also be incorporated in these billboards.Example: 14
  15. 15. Creative Campaign IdeasNON-TRADITIONAL PAIDGuerillaDue to the nature of the budget involved, we have elected to use a majority of Guerillaadvertising.Execution One: Around the Rice Village area, we will construct large Fruit Palette cups, that willbe tilted. Sand will be falling out of them, seemingly onto the concrete corner around them. Inthe sand will be a beach chair, with a sign that says “This vacation brought to you by: The FruitPalette”Execution Two: We will place dioramas of two buildings from the Houston skyline connected bya hammock. The copy on the sign will read, “The Fruit Palette offers you a vacation from yourbusy Houston life.” 15
  16. 16. Creative Campaign IdeasOWNEDIn-StoreWe recommend that the Fruit Palette improves its signage. We propose a large, colorful stand-up sign in the front of the building. Currently the Fruit Palette has a chalkboard that is easy tomiss.We also recommend Vacation Specials. Where you currently have your “Ambrosias”, werecommend changing the names of these to travel destinations. For example, the “Tropical”could be changed to the “Acapulco”. The “Citrus Fan” could be changed to the “PuertoVallarta”, etc. This would create a link between the product and the idea of a vacation.Lastly, we recommend you “Beachify” the front entrance. This could be done by painting a nicebeach-scape on the walls, or adding a tiki=bar area.WebsiteTo stay congruent with the campaign, we also recommend “Beachifying” the website. Add atropical element to the brand.Under the store tab, we recommend including a picture of the outside facade of the Fruit Palette.We found through our research that it is easy to drive by and the location can be inconspicuous. 16
  17. 17. Creative Campaign IdeasEARNEDSocial MediaCurrently, the Fruit Palette has a Twitter and a Facebook, however with only 19 followers onTwitter, we want to give guests an incentive to follow. Each time the Fruit Palette gains a newfollower, they will receive a direct message with a link to a 50% off coupon that will be located ata landing site imbedded in the Fruit Palette website.For Facebook, we want to incorporate our guerilla advertising with a contest. When consumerssee the guerilla advertising, if they take a picture and tag the Fruit Palette, they will be enteredinto a contest. Users will vote on best, original, funny, exciting, fresh picture. The winner willreceive a weekend trip to Cancun.Both of these will be advertised in-store.PromotionsThe Houston Museum of Natural Science does Mixers and Elixirs. We recommend the FruitPalette takes part and sponsors a beach-inspired mixer. Special cocktails can be inspired by theFruit Palette’s products or offerings.The Fruit Palette should organize and sponsor a Fun-Run in Rice Village. With all proceedsgoing to charity, this would create press and visibility for the Fruit Palette. 17
  18. 18. Make You FamousSpringboard Advertising wants to bring the Fruit Palette even more visibility by using a “MakeUs Famous” stunt. So what’s the best way to become famous? Well, you have to do somethingthat warrants attention. Lots of attention. Media attention. And this is where the idea comes. Wewant to place a radio personality (Rod Ryan) in a clear plexiglass box. He will broadcast his showlive from the box and eat only fruit. The event would be coupled with a charity, and at the event,there would be opportunities to donate to the American Cancer Society. Rod Ryan would besponsored by different companies and travel agencies who would pledge a certain amount ofmoney for every hour he stays in the box. This would bring awareness to the health benefits of theFruit Palette, raise research money, and bring a large amount of visibility to the Fruit Palette asnews outlets would surely be interested in such a story. 18
  19. 19. Pre-TestingWe have a technique that we truly believes sets us apart from the competition. Not only did wecreate a great campaign, but after creating and drafting up mock ads, we decided to go back tothe Fruit Palette and Rice Village to pre-test our campaign. After a series of 35 on-the-streetinterviews, here are our findings:When we presented our Print Ads, the responses were:“I love seeing the fruit in the ads. I want to connect my sight with taste.”! - Megan, 28, Oil Industry“Oh yeah. I would react to that. I would be curious enough to come in and check it out.” - Hannah, 25, Graduate Student“I’d love to see a summer-scape or beach atmosphere behind the fruit. That seems relaxing.”! - Christine, 38, Full-Time MomAfter seeing the guerilla ideas, the responses were:“I like that. That is really cool!”! - Nikki, 26, Accountant“Wow! That would definitely grab my attention. I would want to know what that business was allabout.”! - Erran, 35, Marketing ExecutiveBecause of this coupled with our initial research, we are confident that this approach will besuccessful and will reach our target effectively. 19
  20. 20. Final ThoughtsWhat separates our campaign with others is our ability to extend it.We know that the leadership of the Fruit Palette really loves and wants to advertise that theirproduct is healthy. We completely agree that it is important, however we feel as if to introduceand position it initially as healthy just puts it as one more place on the map for a healthy snack.This is the reason we have chosen to position it as a vacation. However, because our campaignhas legs, we can then extend it to highlight the health factor after we have generated initialinterest already.The way this can be done is we add to the taglines and headlines.Example. “Relax” becomes “Relax...It’s only 100 calories”, etc.We at Springboard Advertising are confident our research is sound and this positioning andcampaign will be effective. 20

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