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MKTG 347 AMP Energy Campaign

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MKTG 347- Advertising/Creative Marketing …

MKTG 347- Advertising/Creative Marketing
Assignment: to create a 360 degree campaign for AMP Energy
See documents in SlideShare starting with MKTG 347.
To see the video it must be downloaded.

My Involvement:
In this campaign I played the role of both the account manager and account planner at the same time. I had my hands in every single step of the project, from the research to the creative execution.

After coming up with our campaign slogan, our basic idea, gained from a sudden epiphany, of using the Vitruvian Man, led our campaign in a new and innovative direction.

For the creative work, the actual drawings were done by my teammate Kyndal Teich and all the graphic designs where done by me through the use of Microsoft Office software and Paint.

What is not shown in this document:
1) the debriefing is from a tissue session we had with two local advertisers playing the role of the client
2) the miniature version of our video blog, which will be on a PowerPoint that will also be attached. The PowerPoint will include each of the creative works.

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  • 1. THE HIGH FIVE – Team #11Joshua VicariJoshua Vicari is a member of the Fightin’ Texas Aggie Corps of CadetsCompany D-1, class of 2013 and is a senior marketing major. Josh wasborn in San Jose, California and has lived in Arizona, Florida, and Texas.After graduation he will commission as a 2nd Lieutenant in the US Armyand hopes to become an aviation officer. Kyndal Teich Kyndal Teich is a senior marketing major, class of 2013. Kyndal is the Vice President of the Sports Marketing Association, a member of the Aggie Advertising Club, and serves of the CC Creations Student Advisory Board. She is currently building her Advertising Certificate.Chrysah PedersonChrysah Pederson is a marketing major at Texas A&M University,focusing on Advertising. Chrysah is the fundraising chair of the AggieAdvertising Club. She participates in AAF competitions and receivedsecond place at the Houston competition in fall, 2012. Chrysah hopesto get an account planning job in advertising after graduation. Carli Smith Carli Smith is a senior Marketing major at Mays Business School. Carli works at the MSC Box Office at Texas A&M University and is a member of the Aggie Advertising Club. When she graduates she aspires to work in the research department for an advertising agency.
  • 2. Table of Contents:PG 2 Industry AnalysisPG 10 Target Market IdentificationPG 11 Campaign ObjectivesPG 12 Target Market AnalysisPG 14 Creative BriefPG 15 Campaign Idea BrainstormPG 16 AMP Energy Client ReportPG 17 Idea Pitch DebriefingPG 18 Final Campaign Strategy + ExecutionPG 22 Media Planning + ExecutionPG 26 Campaign EvaluationPG 27 Work CitedPG 30 Appendix 1
  • 3. Industry AnalysisWhat is an Energy Drink?An energy drink is a beverage made to boost mental and physical energy, containing largeamounts of caffeine and other stimulants. Energy drinks had a humble beginning in the softdrink industry, mainly dominated by pharmacists. After Coca-Cola was marketed as the “EnergyBooster”, other energy drinks came into existence: ● Lucozade Energy- (1929) developed in the UK as a hospital drink for aiding recovery ● Dr. Enuf- (1949) developed in the US as a soft drink with vitamins ● Lipovatin- (1960s) developed in Japan ● Josta- (1985) Pepsi Co. brand ● Red Bull- (1997) currently the #1 energy drink on market(“From Hospitals to Rave Clubs”)AMP EnergyAMP Energy, introduced in 2001, is the offspring of Josta, which is produced and owned byPepsi Co. Up until 2009 it was marketed under the Mountain Dew label, but is now known onlyas AMP Energy. The original AMP Energy contains Taurine, B-vitamins, Guarana, Ginseng andMaltodextrin, with 71 mg of caffeine in an 8 ounce container. (“Products”)Product Mix ● Original ● Sugar Free ● Overdrive (Cherry) ● Elevate (Mixed Berry) ● Traction (Grape) ● Green Tea ● Lightning (Lemonade) ● Sugar Free LightningUnder the brand of AMP Energy are other types of energy supplements, including AMP EnergyJuice and AMP Energy Gum. (“Products”) 2
  • 4. Industry ReportGrowthIn 2011, it was estimated that energy drink and energy shot sales were at $8.1 billion,representing a dollar sale growth of 16% over 2010. It is also projected that the market will growby 92% from 2011 to 2016 based on the steady stream of innovations and the young status ofthe industry. (“Market Size”)TrendsEnergy drinks are a worldwide market, with companies competing for similar market segments,indicating a highly image-driven market. Energy drink consumption is as much driven by brandimage and trust as it is by actual product attributes. Research reveals that 71% of all energydrink buyers are likely to consider brand trust when purchasing. A popular trend right nowamong energy drink companies is the demand for “zero”, “10-calorie” and “natural energy”products. (“Executive Summary”, 2012)Target MarketThe prime target market for energy drink companies consists of men who are aged between 18and 34, have either dropped out of high school, are currently attending college or work in thenatural resources, construction, or maintenance industries. (Belch and Belch, Appendix I)Key Issues35% of all adults are nonusers of energy drinks with no interest in trying them. One explanationfor this is that adults age 55+ have not been successfully attracted to the market, which is oneof the highest projected population growths from 2011 to 2016. Another reason is that nonusers,age 18-24, are likely to show a higher-than-average concern about safety and health effects. Infact, the ultimate threat to market’s growth for 18-24 year olds is the concern of its high caffeinecontent. (“Issues in the Market”)Environmental FactorsEnergy drinks are priced at a premium compared to other nonalcoholic beverages. The 2012unemployment rate remains at an average of 8.2%, and since the key consumers - teens,Hispanics and African Americans - ages 18-35 continue to have higher-than-averageunemployment rates, the decline in disposable income is likely to have negative effects on theindustry. (“Market Drivers”)ThreatsIn early August 2012, the New York State Attorney General issued a subpoena against MonsterEnergy Company, Pepsi Co, and Living Essentials in an attempt to push health regulators tolook into applying more stringent standards to regulate the sale of energy drinks, resulting in thepossibility that the energy drink companies will have to implement more specific labels aboutcaffeine content, cease selling to minors, and reformulation of drinks. (Schwartz) 3
  • 5. Competition#1 – Red BullIncreasing from 2011 to 2012, Red Bull leads with 44.60% of the market. (“Brand Share”) History 1984- founded in Austria 1993-selling over 35 million cans per year 1997-spread to the US Product Mix Red Bull Cola, Red Bull Energy Drink, Red Bull Energy Shots, Red Bull Sugar Free Tag Lines “Red Bull Give You Wings” Sponsorships Owns a Formula 1 racing car, hosts a cliff diving event, and owns a US Major League Soccer team, now known as Red Bull New York Distribution 160 Countries Annual Sales 488 Million Price per Unit $1.99-2.25(“Red Bull GmbH: Description”, “Red Bull GmbH: History”, “Red Bull GmbH: Products andOperations”)In 2012, Red Bull spent about $37.5 Million on advertising, using a variety of network television,cable television, syndication, and US International displays. (TNS Media Intelligence) US International Display, $567,700 Syndication, Network TV, $9,794,500 $11,152,000 Cable TV, $16,060,900 (TNS Media Intelligence)Red Bull is known for their cartoon style commercials that visually embody their slogan, “RedBull Gives You Wings”, by having their cartoon characters grow a pair of wings to get them outof sticky situations. Aside from their commercials featuring cartoons, Red Bull gears advertisingtowards extreme sports, everything from skydiving to motocross. Red Bull sponsors manyathletes and sporting events, even creating their own events such as The Red Bull Air Race topromote their brand. (“All Sports”) Red Bull even publishes their own magazine called “The RedBulletin” which is globally distributed and published each month in four languages – English,German, Spanish and French. (“The Red Bulletin”) Red Bull utilizes social media by having botha Facebook and Twitter account. 4
  • 6. #2 – MonsterIn 2012, Monster controls 29.20% of the market, increasing from 27.50% in 2011. (“BrandShare”) History 2002-launched by Hansen Natural Corporation 2006-distribution agreement with Anheuser Busch 2008-distribution agreement with Coca Cola Product Mix Monster Energy, Java Monster, Nitrous, X-presso, Rehab (multiple flavors of each) Tag Lines “Unleash the Beast”Sponsorships Sponsors sporting events such as motocross, BMX, and skate boarding, endorses big names such as Slash, Rob Dyrdek, and Rick Thorn Distribution 61 CountriesAnnual Sales 320 MillionPrice per Unit $1.80-2.09(“Monster Energy”)In 2012, Monster allocated $3,600 in advertising spending to US International display. (TNSMedia Intelligence)Monster is very active in promotional events and social media outlets. Monster sponsors manyathletes and events across the sport world, from Drag Racing, to BMX, to Professional BullRiding, and so on. They even sponsor bands and feature them in commercials. They havepromotional events to win free Monster Energy gear, a Resident Evil 6 National CollegeContest, and even a 1963 Cadillac Coupe de Ville. (“Promotions”) Monster is active onFacebook, Twitter, Youtube, Google +, Pinterest, and Instagram.#3 – RockstarRockstar is 3rd in the market with 12.80% of the market in 2012. (“Brand Share”) History 2001-founded and based in Las Vegas 2009-became available in 20 countries Product Mix 21 flavors including: Original, Sugar Free, Punched, Recovery, Coconut Water, Relax, and ICED Tag Lines “Party like a Rockstar”Sponsorships Sponsors extreme sports including surfing, wake- boarding, and Pro Bull Riding Distribution 28 CountriesAnnual Sales 140 MillionPrice per Unit $2.00-3.00(“About Rockstar”) 5
  • 7. In 2012, Rockstar allocated $0.66 Million on advertising spendings to network TV, cable TV,magazines, and a miniscule amount to US International displays. (TNS Media Intelligence) Network TV, $25,600 US International Display, $200 Cable TV, $10,100 Magazine, $622,200 (TNS Media Intelligence)Rockstar’s commercials feature “head-banging” music and/or musicians to go with their “PartyLike a Rockstar” theme that helps get people going. Print ads attempt to promote the brandthrough sexual appeal by having their Rockstar Models appear in ads, even promoting aRockstar Model calendar. Athletes and sponsored events are mainly for sports such asNASCAR, BMX, snowboarding, wakeboarding, and many more. Rockstar has social mediaaccounts through Facebook, Twitter, and Youtube. (“Sports”)#4 – AMP EnergyDecreasing from 6.80% in 2011, AMP Energy controls 5.10% of the market. (“Brand Share”) History 2001-produced by Pepsi Co. 2009-became known as AMP Energy Product Mix Original, Sugar Free, Overdrive, Elevate, Traction, Green Tea, Lightning, Sugar Free Lightning, also a variety of juices and gums Tag Lines “AMP Yourself”Sponsorships Sponsors NASCAR Sprint Cup Series driver Dale Earnhardt Jr., AMP Energy 500 (Juice), World Extreme Cagefighting, The Burton US Open Snowboarding Championships, and The Zac Brown Band Distribution US and CanadaAnnual Sales 56 MillionPrice per Unit $1.49-1.99(“Brand”, “Products”, “Athletes”)AMP Energy spent the majority of about $0.8 million on magazines for advertising spending in2012. Advertising expenditures for AMP Energy exceed both the Monster and Rockstar brands,but nowhere near the amount Red Bull spends. AMP Energy focuses the majority of advertisingon magazine print ads and offers the least expensive product among the brands. (TNS MediaIntelligence)Red Bull has the largest global distribution while AMP Energy only reaches the US and Canada.Monster, Rockstar, and AMP Energy offer a large variety of flavors, while Red Bull only offers aselect few. All brands sponsor a large number of sporting events and athletes, promoting anenergetic lifestyle. 6
  • 8. AMP Energy’s Current PositioningJeff Filiberto, the Senior Brand Manager for AMP energy, states that “our brand is all aboutdialing into the thrill of anticipation. That moment before the big event where you are thinkingabout the great time that you are going to have. That is the best kind of energy, and that is whatAMP epitomizes.” (“Interview With Jeff Filiberto, Senior Brand Manager, AMP Energy”)AMP Energy’s Promotions Tagline and Logo AMP Energy’s taglines include “AMP Up or Screw Up”, “AMP Yourself”, and “AMP Your World”.Print AdsThis print ad features Hannah Teter, professional snowboarder, getting aboost of electricity on the mountain using AMP Energy’s Relaunch.(Anderson) Online Banner Ads This online banner features the AMP Energy Sweepstakes where you enter for a chance to win an Xbox 360 Sports Package. (“Amp Energy Ads”)Outdoor DisplaysThe Human Energy Campaign in 2008 featured a live billboardin NYC of a bike rider fueled by AMP Energy Drink, poweringthe billboard’s lights by riding a stationary bike hooked up to agenerator. (“Energy Billboard Outside Advert”) Social Media AMP Energy has both Facebook and Twitter accounts where they promote various contests and mobile apps. (“AMP Energy”) 7
  • 9. In-store DistributionThe HEB located in College Station, TX represents an example ofhow grocery retail outlets provide very limited shelf-space forlower named brands such AMP Energy.TV and Commercial Adswww.youtube.com/watch?v=fmChK1bMdr8The theme for the 2008 Superbowl AMP Energy ad is to “AMP Yourself”. The truck driver whoattaches jumper cables to himself to jumpstart a car after drinking AMP Energy represents theelectrifying boost of energy you receive once consuming the drink. (“Super Bowl 2008”)www.youtube.com/watch?v=8cD17gjZYewThe theme of this commercial is to “manage your energy”. This commercial is targeted towardthe average working man who needs AMP Energy to stay productive throughout everydaytasks. (“Rethink Energy”)Radiowww.youtube.com/watch?v=pWfXInYXYmoThis radio spot describes how AMP Energy can give you the raw energy of a rock singer withthe control and focus of a surgeon.Sponsorships ● NASCAR Sprint Cup Series driver, Dale Earnhardt Jr. ● AMP Energy 500 (Juice) ● World Extreme Cagefighting ● The Burton US Open Snowboarding Championships ● The Zac Brown Band(“Athletes”)EventsAMP Energy’s “Human Energy Campaign” was a highlighted event for the Fox Pregame Show.Cyclists were hooked up to generators and given AMP Energy, where they then biked for threedays, building up enough electricity to power 30 minutes of airtime. (“Energy Billboard OutdoorAdvert”)Websitewww.ampenergy.comThe AMP Energy website is well-organized with straightforward tabs to information about thebrand, the products, their sponsored athletes, and updated news. (“Brand”) 8
  • 10. SWOT AnalysisBelow is an analysis of the positive and negative aspects of the AMP Energy brand, as well asexterior factors within the industry that can either lead toward growth or propose majorobstacles that the company potentially faces. Strengths Weakness ● Costs less than competitors ● Decreasing Market Share ● Has a large product mix ● Only sold in the US and Canada ● One of the top 5 companies in a closed ● Little variety in advertising compared market to Redbull and Rockstar ● Advertises and sponsors the same way competitors do ● In-store retail space limited Opportunities Threats ● Ability to differentiate themselves from ● Unemployment rate in the economy an industry of brands that all focus on ● Subpoenas against the industry the same target market, advertising to ● Health concerns about energy drink the extreme sports lifestyle using similar consumption techniques.Industry SummaryAMP Energy coexists within a market that relies heavily on its top market share. As far asreaching its target market, advertising is geared mainly toward the high energy lifestyle favoredamong athletes. In order for AMP Energy to increase consumer awareness, they would need todrastically differentiate themselves away from the typical ad campaigns, and reach a more“everyday” audience. 9
  • 11. Target Market IdentificationPrimary Target MarketOur primary target market is 18-24 year-old males. A survey in Mintel regarding the usage ofenergy drinks shows that 19% of men in the United States consume energy drinks, whilewomen only consume 11%. The same survey also shows how the 18-24 age group drinks ahigher percentage of energy drinks compared to the older demographics (“NonalcoholicBeverages”). 18-24 year olds consume energy drinks on account of price, being available cold,being available in desired size, and choice of flavor. Consumers of this age category are goingto be more interested in high amounts of caffeine, in-store displays and marketing throughsocial media, and will be less inclined to consider all-natural energy drinks when compared toan older demographic (“Factors Influencing”).The map above includes the top 10 cities in the United States with the greatest potential ofreaching 18-24 year-old males. Because the population indexes were not differentiated enoughbetween the 25 largest U.S. cities, the cities with the greatest amount of males were based onthe top ten cities with the largest populations overall. (See Appendix II)College StudentsAccording to the United States census, about 6.19 million males, ages 18-24, attend collegeinstitutions (“Sex by College”). In reference to energy drink consumption among collegestudents, 67% claimed that they use energy drinks to prevent falling asleep, 65% use them toincrease energy, and 54% mix their energy drinks with alcohol (“Energy Drinks”).Students who are currently enrolled in college structure their days around school, work, andsocializing with other students. On a typical 24-hour day, college students will spend about 6.25hours sleeping, 4.55 hours at school, 3.34 hours working (if employed), and 3.14 hours online;the rest of their day is spent on leisure activities within a social realm (“Executive Summary”,2011)College student’s top three leisure activities include hanging out with friends (no specificactivity), eating out , and playing sports or exercising. (“Frequency of Leisure Activities”) Collegestudents find that spending time with their significant other, time with family and time with friendsare very important priorities. (“Social Dynamics”) 10
  • 12. Secondary Target MarketOur secondary target market consists of 25-34 year old males, specifically fathers with jobs.Adults who have children consume, on average, more energy drinks than those withoutchildren, using them as a helpful resource to balance both work and raising a family withoutlosing energy. (“The Energy Drinks Consumer”)In 2010, 81.4% of men who have children were employed full-time spend. (“Work Status”)Fathers are more likely to consume energy drinks since they are sold in individual containersand on account of their older children also being potential consumers. (“Non-alcoholicBeverages: The Consumer”)Men with young families structure their days around work, and devote the rest of the time totheir wife and children. Family traditions, spending quality time with the family, and playing videogames with their children are some of the most important interests for young fathers (“FamilyTime”).Their personal interests include retail items such as clothing, DVDs, and power tools (“IdealFather’s Day Gift”). Fathers often engage in downloading music, watching TV and movies, andattending live sports and entertainment events (“Dad’s Online Activity”).In an effort to become more involved in their children’s activities, young fathers will take onleadership positions in:  Scout troops  Sports teams  PTA meetings  School clubs  Extracurricular clubs(“Family Time”)Now that they are raising young children, worldly issues such as the economy, education,healthcare, and drug abuse are among the major concerns fathers consider. They are easilypersuaded by marketing efforts that offer “getaways”, family togetherness, and deals for familymeals (“Parenting Concerns”).Campaign ObjectivesOur objectives for AMP Energy are as follows:  To increase AMP Energy’s awareness by 15% among 18-24 year-old male college students  To increase AMP Energy’s awareness by 10% among 25-34 year-old fathers 11
  • 13. Target Market AnalysisPrimary ResearchIn order to solve our objectives, we conducted a series of primary research techniques. Thepurpose of our primary research is to collect original data to understand our target market’sopinions, attitudes, and buying behavior when it comes to AMP Energy and energy drinks ingeneral.Primary Target Market Data CollectionSurveys were conducted as our primary research technique and distributed amongst 18-24 yearold male college students. We chose to administer online surveys as a way to quickly reach alarge amount of respondents and gain meaningful and accurate insights into the relationships inquestion. (See Appendix III)The survey was conducted on Qualtrics, giving respondents about five days to complete thequestionnaire. The survey was administered to 52 college students across the country, varyingin age, major, occupation, and progression in college. The questionnaire included topicscovering demographics, energy drinks, AMP Energy, and advertising. A variety of techniqueswere used to construct our questionnaire including both measurement and projective questions.Word association was implemented to gain respondent’s original insight on both the AMPEnergy brand as well as energy drinks in general. Open ended questions gave participants ofthe survey an opportunity to explain, in depth, their emotional response to certain questions.Constant sum scaling, as well as both nominal and ratio measurements, were used to addresstopics such as demographics, price, and daily use of time.Our quantitative data revealed that our primary target market desires an energy boost beforeand after class. However, the respondents who do consume energy drinks feel more inclined todrink them during specific occasions such as pulling all-nighters to study for exams. Theserespondents do not take advantage of energy drinks at the times of the day when they claim toneed the energy the most.Respondents are very much aware, and agree that energy drinks are not healthy to consume.They have many negative connotations with energy drinks such as containing artificialingredients, causing frequent crashes, caffeine addiction, and jitteriness. Though theyunderstand these risks, over half of the respondents ignore them and look to benefit from theenergy boost.Respondents purchase energy drinks based off of brand recognition, with Red Bull and Monstergrabbing the most attention through their own advertising methods. AMP Energy has notpositioned their brand to give our target market reason enough to consider purchasing.Respondents agree that there is “nothing special” about the brand logo or its advertisements. Inaddition, they also had a hard time relating to the ads, feeling they were unrealistic anddesigned to appeal more toward the extremist lifestyle.The perceptions our target market has toward the typical energy drinker labels them as youngmales who are not necessarily health conscious. They also perceive them as either hardworking“nerds”, such as engineers or gamers, or partiers who prioritize appearance and socialhierarchy and spend time doing unbeneficial activities. Interestingly, many respondents spendthe majority of their free time watching television and playing video and computer games; theymay not classify themselves as “gamers”, but they do frequently participate in such activities. 12
  • 14. Secondary Target Market Data CollectionIn-depth interviews were conducted as our qualitative research technique for our secondarytarget market consisting of young fathers aged 25-34. Due to a lack of adequate candidateswithin the area, phone interviews were performed to allow for free-flowing conversation betweenthe interviewer and the respondent about the energy drink topic. (See Appendix IV)The interview process included six male participants who balance their work life and spendingtime with their families. Included within the interview script were questions pertaining todemographics, a thematic apperception technique, and open-ended questions. Interviews weresetup to where each respondent was emailed a picture relating to energy drinks and asked togive a detailed description as to what was happening in the picture. The open-ended questionsalso gave insight into participant’s daily lives and interactions with energy drinks.Our findings indicate that these young fathers do desire an energy boost throughout their day,though specific times of the day were inconclusive. Five out of six of our participants claimedthat they occasionally consume energy drinks; however, coffee is the main alternative of choice.They express that the main reason they consume energy drinks is if they need to stay awake.When asked about the man in the picture, respondents described him as a young professionaljust entering the workforce. They believed he was living as a bachelor who spent his free timeparticipating in a variety of sporting activities such as skating, rock climbing, and football. Hisinterests also involved gaming and participating in a fantasy football league. Our findingssuggest that our respondents see the man in the picture as a younger version of themselves, ata time when they didn’t have as many responsibilities.Summary of Primary Research FindingsThe survey and in-depth interviews showed that both college males and young fathers are inneed of an energy boost throughout the day but don’t actively search for an energy source.Those who do search for energy don’t always reach for energy drinks and those who do, don’tchoose AMP Energy. Our research confirmed our choice in college males and young fathers asbeing suitable target markets for AMP Energy since they both need energy but neither grouphas AMP Energy as a top-of-the-mind choice. 13
  • 15. Why Are We Advertising? AMP Energy is not a top-of-mind energy drink option when it comes to male consumers who need the effects of energy drinks to stay awake through long days of school, work, or family life. Advertising is needed to reposition the brand amongst our target market and to raise both awareness and consideration among these male consumers. Whom Are We Talking To? Our primary target market is What Is The Single Most males, aged 18-24, who are Persuasive Idea We Can currently enrolled in college. Our Convey? secondary market is young fathers, aged 25-34, who balance AMP Energy is not for the hardcore their work and family lives. athlete or the crazy partier, but is instead made specifically for the Many do not purchase hardworking male college student or energy drinks when young father who needs to balance energy is most needed, school, work, or family life. and those who do, choose other brands over AMP Energy.What Would We Like Them What Do They Currently Think? To Think? The High Five 18-24 year olds:18-24 year olds: Creative Brief: “I don’t want to be like those dumb high “Energy drinks are what I need to stay school and college kids who party all the AMP Energy alert and focused when I’m in class, when time chugging energy drinks because they I’m studying, and when I’m destroying my think they’re so cool. It’s fake, unhealthy friends at an online game. AMP Energy has and disgusting. AMP Energy? Oh that’s the perfect amount of energy allowing me to just some brand of energy drinks… fulfill all my responsibilities while still having nothing special.” the energy for the things I enjoy.” 25-34 year olds: “Energy drinks? I drink them 25-34 year olds: sometimes, if I need to stay awake, “After a long day of work and having but not as much as I used to. Coffee to hassle with my kids, an energy is good enough for me, if it gets me drink keeps me going. I have the up in the morning and keeps me same energy now as I had before awake through a hectic day.” kids; nice to see I haven’t lost Why Should They Believe It? my step! AMP Energy understands my need to AMP Energy is made for you. AMP balance anything life Energy helps get you through your daily throws at me.” life, no matter how hectic it may be. 14
  • 16. Campaign Idea BrainstormIdea Generation Process #1First brainstorming session: October 17, 2012, 7:00 p.m. to 9:00 p.m., West Campus Library.Goal StatementWhat could we say to our target markets that would make them relate AMP Energy to balancingthe different responsibilities they would have in their own lives?Brainstorming TechniquesThe techniques used in this session included word association and mind mapping. For the wordassociation technique, we used the idea of “balance” from our creative brief to generate themesthat answered our goal statement. In our creative brief, we stated that we wanted our targetmarkets to think AMP Energy would help them remain alert and focused while balancing theirown individual responsibilities, whether school, work or family. From the word “balance”, eachteam member came up with their own themes and slogans for the product. We thencollaborated all of our individual ideas using the mind mapping technique. With “balance” as ourstarting point on the map we connected other related topics such as, who needed “balance” inour campaign, what their interests and hobbies were, and words that could be associated withthe idea of balance as it pertains to energy drinks.Idea Generation Process #2Second brainstorming session: October 21, 2012, 5:15 p.m. to 6:15 p.m., West Campus Library.Goal StatementWithout words, how can we explain the self-image we want our target markets to have ofthemselves as consumers of AMP Energy?Brainstorming TechniquesThe main technique used in this session was a visualization exercise, where each teamsketched at least five ideas for print ads or commercials that could easily tie into a campaigntheme for our product. Some sketches that were generated depicted ideas such assuperheroes, busy yet happy fathers, and friends playing video games. The main theme in all ofthe sketches was that of a confident, happy man with a busy life. We discussed each of ourdrawings, justifying how they followed our goal statement. As a group, we then created morecampaign themes focused on the idea that because consumers are only human, they need thatextra boost of energy to power up and complete all their daily tasks, much like a superhero.(See the 100+ Campaign Themes on Appendix V)Top Two Campaign ThemesThe “Put It Back Into Balance” theme will be our main campaign idea for AMP Energy.Execution of visuals will be focused on presenting the target markets with the idea that nomatter how many responsibilities they have in their life, AMP Energy will help them balance theirday by keeping them alert and focused. Our backup idea will be the “It’s Not a Game, It’s RealLife. Take Control.” theme. Advertising implications for this theme will be focused on the ideathat games don’t have energy deficiencies, whereas energy can pose as a real-life constraint. 15
  • 17. AMP Energy Client ReportCampaign Objectives  To increase AMP Energy’s awareness by 15% among 18-24 year-old male college students.  To increase AMP Energy’s awareness by 10% among 25-34 year-old fathers.Key Research Findings  AMP Energy is ranked fourth in market share with 5.1%. While the energy drink industry is expected to grow as a whole, AMP Energy has decreased in market share from 6.8% in 2011.  Top energy drink companies, including AMP Energy, focus advertising on high-energy lifestyles and sport extremists, with teens and adults in their 20’s as their target market. Advertising spending and sponsorships are invested solely in sporting events such as BMX and snowboarding.  In a survey conducted about AMP Energy, respondents could not relate to current AMP Energy ads, feeling they were unrealistic and designed to appeal only toward an extremist’s lifestyle.  18-24 year old males over indexed on the usage of energy drinks compared to other age demographics. Male college students will consume energy drinks in order to pull all- nighters for studying as well as to gain a quick energy boost before and after class. o 18-24 year old males who responded to our survey are concerned with the health risks pertaining to energy drinks, yet over half ignore the risks and look to benefit from the energy boost.  On average, adults who have children consume more energy drinks than those without, using them as a helpful resource to balance both work and raising a family without losing energy. Through in-depth interviews, we indicated that 25-34 year old working fathers are becoming increasingly more involved in their children’s extracurricular activities; between that and having to work, these young fathers greatly desire that energy boost to get through their busy days. o Our findings suggest that this target market views the typical energy drink consumer as younger versions of themselves, back when they had less responsibilities and more energy to take part in activities that peaked their interest.  Both target markets expressed a need to stay alert and focused throughout the day while they try to balance all of the responsibilities and activities they take on.Platform StatementAMP Energy is not a top-of-mind choice within the energy drink industry, with its small marketshare and lack of effort to differentiate itself from an advertising standpoint. In order to reach ourobjectives, we propose that AMP Energy focus advertising efforts away from extreme sports,and instead, reach out to young men who simply need the extra boost of energy to completeeveryday responsibilities. 16
  • 18. Idea Pitch DebriefingOur presentation yielded quite a few comments from our clients today. The main point that wasgleaned from the presentation was that the idea of a mascot in the form of Dan the Balanceman was a very strong idea and could possibly be quite the strength in our campaign. Theoverall reaction to both campaigns was strong with Ms. Tina showing a strong favorite in thebalance related theme. Whereas Mr. Hammond vaguely suggested that we attempt bothcampaigns. I think our focus will be mostly directed to the balance related theme.We are only planning on making one small change to our campaign due to comments giventoday. Dan the Balance Man may have a LinkedIn profile now as well as the other social mediainterfaces we had already planned for him. Ms. Tina even suggested that in the future the ideaof Dan the Balance man could be expanded to include the female demographic and she saidshe as a woman would even be interested in receiving a daily tip from “The Balance Man” onhow to balance her life. Other than that, no changes to either theme were really suggested.The two big suggestions/critiques we did receive were actually directed at our presentation skillsand not at the presentation itself. Due to the nature of the comments and critiques beingpresentation skills related we are continuing our approach to the campaign themes as we wereprior to the pitch. No major changes are being made. 17
  • 19. Final Campaign Strategy + ExecutionCampaign Strategy“Balance Your Life” CampaignThe “Balance Your Life” campaign for AMP Energy is an attempt to break away from the normwhen it comes to advertising for energy drinks. Instead of showcasing AMP Energy as the drinkfor extreme athletes, our campaign will be used as a resource to help ordinary men from 18-34years of age get the extra energy and focus needed to balance all the responsibilities they mightcome across in their lives.“The Balance Man” is the central focus of our overall campaign. He is based off of Leonardo daVinci’s “Vitruvian Man”, which represents a specimen of perfect proportions, perfect balance, theperfect man. Our campaign presents the idea that AMP Energy provides a sense of balance inone’s life, giving consumers that extra boost of energy and focus to manage individualresponsibilities while still having the energy to enjoy personal activities. Our campaign comes tolife by creating a spokesperson for AMP Energy.Dan “Balance” Jones, or Dan B. Jones for short, is “The Balance Man”. He’s an average-lookingman, about 25 years old, who gives advice to both college students and young fathers on howto handle tasks throughout the day that can wear them down. Dan B. Jones gives advice onstudying for finals, facing problems at work, finding time for personal activities, taking care offamily matters, and so on. Seasonal variation can cover topics about specific holidays or annualevents. For example, Dan B. Jones can give advice on Christmas shopping with rambunctiouskids or how to prepare your house for the ultimate Super Bowl party, with AMP Energy givingconsumers the boost to get everything done.We want Dan B. Jones to come across to our target market as a man who’s trustworthy, in that,they will take his advice, and relatable, in that, he also has to find ways to balance a busyschedule without getting worn down. In order for Dan B. Jones to come across as a regular guywith regular guy problems, we do not recommend a celebrity spokesperson, but instead anunknown actor who can personify this fictional identity.Media ExecutionsEach execution of media will feature Dan B. Jones and include the tagline, “Balance Your Life”to reinforce the idea of balance created when drinking AMP Energy.Internet + Social Media ExecutionThe main method of advertising for AMP Energy’s “Balance Your Life” campaign will be the useof video-blogging and social media. Dan B. Jones will run a web series of short video-blogs thatwill be posted on the AMP Energy website (see PowerPoint). Each video will feature anintroduction clip, showing a cartoon-version of Dan B. Jones becoming “The Balance Man” afterdrinking AMP Energy. 18
  • 20. The real Dan B. Jones will then give weekly advice on various topics pertaining to school, work,family, house work, or anything he himself might be dealing with. Advice will be more relevant tothe 18-34 male demographic, but some advice may be general enough to eventually reach anolder demographic, and even women.On the website will be links to Dan B. Jones’s Facebook, Twitter and mobile app, where he willalso give advice and even answer questions from followers who have specific problems (seeslides 5-7).Dan B. Jones will consistently reference drinking AMP Energy as his own source of energy tobalance life’s many tasks and responsibilities. This consistent branding will help build productawareness and consideration among both key target markets.Banner ads will be used as a quick reminder of “The Balance Man” and will be a link leading tothe website. 19
  • 21. Television ExecutionCommercials will be short teasers of the video-blogs, giving viewers an introduction of theproblem and a hint of the solution. But before the advice is complete, the video will cut awayand tell viewers to visit the website to “see more”. This will increase web traffic and alsodecrease commercial expenses, since they won’t be as lengthy as a whole video-blog. Whilethese commercials may not directly encompass our overall theme, they will spark viewercuriosity to visit the website that will potentially increase an online following in internet and socialmedia.Print ExecutionPrint ads will be shown in business, student, and general male magazines such as Men’sHealth, Sports Illustrated, Time, and GQ (see slide 8).Billboards and bus ads will be located in the top ten market cities, which include Chicago, NewYork, Los Angeles, Dallas, Houston, Philadelphia, Washington D.C., Atlanta, Boston, andPhoenix (see slides 9 and 10). 20
  • 22. Product PlacementOur research showed that both target markets have top interest in playing video games as apersonal activity. Therefore, in-game advertising will consist of an AMP Energy billboardfeatured during regular game play for popular games among the male demographic such asHalo, Call of Duty, Grand Theft Auto, and Borderlands (see slide 12). Dan B. Jones could havea caption on the in-game billboard, giving quick advice on winning a level; or the billboard canfeature the AMP Energy website, increasing traffic flow.Banner ads, print ads, billboard and bus ads will feature both the real life and cartoon-version ofDan B. Jones in order to reinforce the relationship between the two (see slide 11 for banner ad).The cartoon version of Dan B. Jones will also be featured on the social media sites to create acohesive look between all forms of media. 21
  • 23. Media Planning + ExecutionMedia Objectives 1. To reach 90% of 18-24 year old college males 5 times a week. 2. To reach 80% of 25-34 year old young fathers 5 times a week.Media Recommendations Media Usage for 18-34 year old Males 18-25 year old Males 25-34 year old Males Index (18-25 only) Frequency FrequencyTelevision 79 2 hrs, 21 mins per day 2 hrs, 20 mins per dayInternet 126 6 hrs, 56 mins per day 11 mins per dayOnline Television 109 35 mins per dayMagazine 79 13 min per dayNewspaper 77 17 minutes per dayCinema 123 2 movies per monthPublic Transportation 167 1 hr, 22 mins per dayVideo Games 17 mins per daySource (18-25): Simmons Choice 3Source (25-34): American Time Use: Who Spends How Long at What. 2nd ed, New Strategist Publications, 2010. Print.Dan B. JonesWe wanted whoever was used as our “spokesperson” for AMP Energy to be completelyrelatable to our target markets. We chose not to use a celebrity for the Dan B. Jones rolebecause our target market would find those ads as relatable as the other energy drinkbrands who focus on that extremist lifestyle we discussed in our key findings. In addition, byusing celebrities, it would be a difficult to try and label them as “Dan B. Jones” when theyare most known by their actual famous name. Finding an unknown, regular-looking actorwill help create this new identity that can only be linked to AMP Energy.Internet + Social MediaThe main media used for AMP Energy will be utilized through online and social media outlets.Dan B. Jones will post his weekly video blogs on the AMP Energy website and on his personalFacebook and Twitter accounts as well. As the table above shows, 18-25 year old males usethe Internet just under 7 hours per day and also have one of the higher indexes acrossmediums. For 18-25 year old college students, this Internet usage goes towards school work,browsing through search engines, and social media use. While 25-34 year old males use theInternet outside of work much less than 18-25 year old males, their time online is used a greatlyto check and update their social media accounts. Online banner ads will help direct traffic to theAMP Energy website for online use outside of social media. 22
  • 24. Commercial ExecutionBoth target markets watch, on average, about 2 and a half hours of television per day. Our quickteaser commercials can be featured on both television mediums in order to reach both targetmarkets. Commercials will be short, half-blogs from Dan B. Jones that ultimately tell viewers tovisit the website to learn more about the advice topic. With the commercials being so quick, noteven lasting 30 seconds, it will end up costing less to produce than a normal length commercial,and it will direct traffic flow toward the website, which is one of our most important mediums forInternet.Print ExecutionBecause 18-25 year old males only spend 13 minutes a day reading magazines, print ads inmagazines will only be used in seasonal variance to increase awareness during peakadvertising for other mediums. According to the Newspaper Association of America, 18-34 yearold adults have the lowest percentage of readership across all forms of publication includingPrint, E-Edition, and Website. (Newspaper Readership & Audience by Age and Gender) It iswith this information that we can justify not using newspapers as a source of media. Outdooradvertising will be utilized however. 18-25 year old males spend about an hour and a half onpublic transportation per day, with a very high index of 167. Innovative bus ads will generateinterest for both AMP Energy and Dan B. Jones, and having billboard ads can also reach buspatrons as well as 25-34 year old males who commute to work.Product PlacementBased on our secondary research about personal activities among 18-25 year old males and25-34 year old males, both target markets expressed playing video games as a commoninterest. Therefore, product placement of AMP Energy within video games can further reachboth college students and young fathers. The product placement will be done as a subtleadvertisement in the game’s environments where billboards or advertisement already exist. Thissubtle advertising will both consciously and subconsciously get the gamers’ attention andshould increase awareness of AMP Energy to gamers. 23
  • 25. Media BudgetWe have estimated a budget of about $30 Million for the year. The following chart shows thepercentage of media that will be used:Internet + Social MediaMost of the internet advertising that will be utilized is going to be little to no cost to us sincethe websites that we will be using are free to users. A Facebook page and Twitter accounthave been created for “Dan the Balance Man” so that he may spread the good word of AMPenergy to followers, with no cost. A video blog page will be added to the AMP energywebsite for Dan which will not be adding to the cost of the website and will have minimalcosts for production. The only internet type advertising that will cost anything will be bannerads on websites. $52,500 will be spent in order to run exclusive banner ads for 6 monthson 15 select websites. In the end less than one percent of funding will be spent on internetadvertisingTelevisionOur largest area of spending will be on television commercials. Based off of Red BullAdSpender data and taking decreased TV focus into account an estimated $20,000,000 willbe spent on television commercials which represents 67% of our funding.PrintPrint advertising, though much smaller than television advertising, is the second largestportion of spending for advertising. Our print ads will be featured in four differentmagazines which include: Men’s Health, Sports Illustrated, Time, and GQ. $1,050,000 isthe cost for running an ad for 6 months in Men’s Health magazine. Sports Illustrated willcost us $1,428,000 for running ads for a 6 month period. Time magazine is the priciest inthe list with $1,920,600 for 6 months of an ad. GQ is the least expensive running us$963,846 for a 6 month runtime. Print advertising will take 18% of our funding. 24
  • 26. Billboards and bus ads are the final two forms of advertising that we will use as a means ofspreading word to the public. With a cost of $5,500 per bus per month, we calculated a finalprice of $2,640,000 which includes 4 buses per city of our top ten for a total of 12months. Billboards will cost us $2,000,000 for billboards in each of our top ten cities for ayear. Bus ads will take 9% of funding and billboards will require 7% of funding.Product PlacementIn-game advertising is a cheap and effective way to reach out to our target market based onthe fact that in our survey a large majority of respondents claimed that gaming is one oftheir favorite down time activities. We will use an estimated $59,400 in order to displayAMP in games such as Call of Duty and Halo 4. This estimate is based off of previous Callof Duty and Halo sales which averaged $6 CPM.Media ScheduleOur campaign will begin in February 2013 during the Super Bowl, lasting till January. Thedifferent media used during the campaign will be set at slightly different schedules but willfeature similarities.In many sources of media we will be observing different holidays, celebrations, and timeperiods, these will include:  The Super Bowl  Valentines Day  Father’s Day  Independence Day  Halloween  Thanksgiving  Black Friday  Christmas  New Years 25
  • 27. Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Internet + Social Media Video Blog Website Facebook Twitter Banner Ads Television Commercials Print Magazines Mens Health Sports Illustrated Time GQ Public Transportations Billboards Bus AdsInternet + Social MediaVideo blogs, the AMP Energy website, Facebook, and Twitter will be used all year long on acontinuous basis. The video blog will post weekly onto the website, Facebook and Twitter.Facebook and Twitter will be updated once to multiple times a day with quick advice from Dan.All posts including the blog, Facebook and Twitter, will be based on current events, such as theholidays, the elections, and school starting.Banner ads will be on a pulsing schedule where it will always have constant usage but willincrease during the time periods listed above. This will increase awareness during the peaktimes.TelevisionWe will be showing our commercials throughout the year while emphasizing the selected timeperiods. Since our target market watches television, this is the best way to increase awarenessof the video blog.PrintMagazine ads will only be placed during the selected times since our target market does notread many magazines and believe these peak times will be the best time to implement them.Bus ads and billboards will be used all year long since it is an easy way to reach our targetmarket and is fairly inexpensive. 26
  • 28. Campaign EvaluationIs it effective?In order to track the effectiveness of our campaign, we recommend a few differentmeasurements. Measuring online traffic in its various forms will help demonstrate thesuccess produced by the different online mediums. Specifically, look at how many friendsDan makes on Facebook, how many followers he has on Twitter, how many views there areof the various video blogs, and also the click-thru rates on the banner ads. Tracking generalsales will help to validate the increase in awareness. And finally, a survey of consumer’sawareness within the target market should be taken prior to the campaign during its initialstages as well as near the conclusion of the campaign to serve as comparison points and tohelp display the change in awareness due to the campaign.Why it will be effective?Our campaign seeks to increase awareness of AMP Energy based on a few specificcharacteristics. First, this campaign will help differentiate the brand from the competition.The current marketing strategy within the energy drink industry focuses on the adrenaline-chasing personalities of extremist lifestyles, frequently sponsoring an extreme sport orprofessional athlete. Second, our campaign uses a more direct source of communicationthrough internet and social media compared to current efforts of AMP Energy, which reliesheavily on television commercials. Research showed that our target markets were heavyInternet users, and our plan is to target them through their medium-of-choice to helpincrease communication and awareness of the brand. Finally, the new identity of AMPEnergy, Dan “The Balance Man” Jones, resonates well with our target audience by having arelatable lifestyle. Our target market could not relate to extremist lifestyle focused in otherenergy drink ads, so we have created someone who is an average guy, with averageproblems. With the help of AMP Energy, Dan is able to put his life back into balance, a traitour target market not only wants, but needs. 27
  • 29. Work Cited“2012 U.S. National Edition Rates”. Time Media Kit. 28 Feb 2012. Time Inc. 28 Nov 2012. Web. <http://www.timemediakit.com/us/rates-specs/national.html>.“About Rockstar.” Rockstar Energy Drink. Web. 12 Sept. 2012. <www.rockstar.com/company.php>.“AMP Energy.” Facebook. Web. 12 Sept. 2012. <www.facebook.com/AMPEnergy>.“AMP Energy ads.” Moat. Web. 12 Sept. 2012. <http.www.moat.com/search/results?q=amp+energy>.Anderson, Chuck. “Amp Energy Drink Ads.” Behance. 29 June 2012. Photograph. 12 Sept. 2012 <www.behance.net/gallery/Amp-Energy-Drink-Ads/4383333>.“Athletes.” AMP Energy. Web. 12 Sept. 2012. <www.ampenergy.com>.Belch and Belch. Advertising and Promotion: An Integrated Marketing Communication Perspective. 9th ed, Custom Edition. McGraw-Hill Companies, Inc., 2011. Print.“Brand.” AMP Energy. Web. 12 Sept. 2012. <www.ampenergy.com>.“Bus Advertising and Bus Stop Advertising – Bus Ads in 200 Markets. Blue Line Media. 2012. Blue Line Media. 28 Nov 2012. Web. <http://www.bluelinemedia.com/bus- advertising#rates>.“Energy Billboard Outdoor Advert for Amp by BBDO New York.” Coloribus: Creative Advertising Archive. April 2008. Web. 12 Sept. 2012. <www.coloribus.com/adsarchive/outdoor/amp- energy-billboard-11615455/>.“Energy Drinks.” Innovations in Clinical Neuroscience. Jan. 2012; 9(1): 25-34. National Center for Biotechnology Information. Web. 23 Sept. 2012.“Energy Drinks and Energy Shots – US – June 2012: Brand Share – Energy Drinks.” (2012). Mintel Reports. Web. 12 Sept. 2012.“Energy Drinks and Energy Shots – US – June 2012: Executive Summary.” (2012). Mintel Reports. Web. 12 Sept. 2012.“Energy Drinks and Energy Shots – US – June 2012 – Factors Influencing Energy Drinks Purchase Decisions.” (2012). Mintel Reports. Web. 22 Sept. 2012“Energy Drinks and Energy Shots – US – June 2012: Issues in the Market.” (2012). Mintel Reports. Web. 12 Sept. 2012.“Energy Drinks and Energy Shots – US – June 2012: Market Drivers.” (2012). Mintel Reports. Web. 12 Sept. 2012. 28
  • 30. “Energy Drinks and Energy Shots – US – June 2012: Market Size and Forecast.” (2012). Mintel Reports . Web. 12 Sept. 2012.“Energy Drinks and Energy Shots – US – June 2012 – The Energy Drinks Consumer – Usage, Frequency, and Brands.” (2012). Mintel Reports. Web. 22 Sept. 2012.“From Hospitals to Rave Clubs.” edrinks.net. Web. 12 Sept. 2012. <www.edrinks.net/energy- drinks/drink-history.aspx>.“General Rates”. GQ. 2012. Condé Nast. 28 Nov 2012. Web. <http://www.condenast.com/brands/gq/media-kit/print/rates>.“Interview With Jeff Filiberto, Senior Brand Manager, AMP Energy”. IEG Sponsorship Report. 11 Jan. 2010. Web. 12 Sept. 2012. <http://www.sponsorship.com/IEGSR/2010/01/11/Interview-With-Jeff-Filiberto,-Senior- Brand-Manage.aspx>.“Marketing to College Students – US – July 2011 – Executive Summary.” (2011). Mintel Reports. Web. 22 Sept. 2012“Marketing to College Students – US – July 2011 – Frequency of Leisure Activities.” (2011). Mintel Reports. Web. 22 Sept. 2012.“Marketing to Dads – US – March 2012 – Dad’s Online Activities.” (2012). Mintel Reports. Web. 22 Sept. 2012.“Marketing to Dads – US – March 2012 – Family Time/Involvement/Technology.” (2012). Mintel Reports. Web. 22 Sept. 2012.“Marketing to Dads – US – March 2012 – Ideal Father’s Day Gift.” (2012). Mintel Reports. Web. 22 Sept. 2012.“Marketing to Dads – US – March 2012 – Parenting Concerns.” (2012). Mintel Reports. Web. 22 Sept. 2012.“Marketing to Dads – US – March 2012 – Working Status of Dads.” (2012). Mintel Reports. Web. 22 Sept. 2012.“Men’s Health – Magazine Advertising Costs”. For Entrepreneurs. 2012. Gaebler Ventures. 28 Nov 2012. Web. <http://www.gaebler.com/Mens+Health-magazine-advertising- costs++29094>.“Monster Energy: Products.” Monster Energy. Web. 12 Sept. 2012. <www.monsterenergy.com>.“Newspaper Readership & Audience by Age and Gender.” Newspaper Association of America. 29 Aug. 2012. NAA. 27 Nov. 2012. <http://www.naa.org/Trends-and- Numbers/Readership/Age-and-Gender.aspx>“Non-alcoholic Beverages: The Consumer – US – March 2010 – The Consumer – Usage and Frequency of Use.” (2010). Mintel Reports. Web. 23 Sept. 2012. 29
  • 31. “Outdoor Advertising”. Lamar Advertising Company. 2012. Lamar Advertising Company. 28 Nov 2012. Web. <www.lamaroutdoor.com>.“Products.” AMP Energy. Web. 12 Sept. 2012. <www.ampenergy.com>.“Red Bull GmbH: Description.” Hoovers. Web. 12 Sept. 2012.“Red Bull GmbH: History.” Hoovers. Web. 12 Sept. 2012.“Red Bull GmbH: Products and Operations.” Hoovers. Web. 12 Sept. 2012.“Rethink Energy with AMP Energy – YouTube.” YouTube. Web. 12 Sept. 2012. <http:/www.youtube.com/watch?v=8cD17gjZYew>.Schwartz, Nelson D. “New York State Investigates Energy Drink Makers.” The New York Times. 28 Aug. 2012. Web. 12 Sept. 2012.“Sex by College or Graduate School Enrollment by Type of School by Age for the Population 15 Years and Over.” (2011). American Fact Finder. U.S. Census Bureau. Web. 23 Sept. 2012.“Social Dynamics of 18-24-year-olds – US – November 2011 – Social Priorities.” (2011). Mintel Reports. Web. 22 Sept. 2012.“Super Bowl 2008 AMP Energy Drink Commercial – YouTube.” YouTube. Web. 12 Sept. 2012. <http://www.youtube.com/watch?v=fmChK1bMdr8>.TNS Media Intelligence. (2012). Top Energy Drinks Advertising Spending 2012, Year to Date. Retrieved from the Ad$pender database.“Web Banner Advertising Rates”. Sidelines. 2012. Sidelines Magazine. 28 Nov 2012. Web. <http://sidelinesnews.com/media-kit/web-banner-advertising-rates>. 30
  • 32. Appendix I. Total Proj Pct Pct Index 000 000 Across Down Total 225887 37773 16.7 100 100 Educ: Graduated College plus 60806 7865 12.9 20.8 77 Educ: Attended College 63023 12270 19.5 32.5 116 Educ: Graduated High School 69801 11069 15.9 29.3 95 Educ: Did not graduate High School 32257 6569 20.4 17.4 122 Educ: Postgraduate 20290 1804 8.9 4.8 53 Educ: No College 102058 17638 17.3 46.7 103 Age 18-24 28537 10756 37.7 28.5 225 Age 25-34 40349 10766 26.7 28.5 160 Age 35-44 42375 7937 18.7 21 112 Age 45-54 44155 4952 11.2 13.1 67 Age 55-64 33466 1831 5.5 4.8 33 Age 65+ 37006 1531 4.1 4.1 25 Adults 18-34 68885 21522 31.2 57 187 Adults 18-49 134084 32198 24 85.2 144 Adults 25-54 126879 23655 18.6 62.6 111 Men 18-34 34689 13460 38.8 35.6 232 Men 18-49 66843 20561 30.8 54.5 184 Men 25-54 62815 14895 23.7 39.4 142 Women 18-34 34196 8062 23.6 21.3 141 Women 18-49 67241 11637 17.3 30.8 103 Women 25-54 64064 8760 13.7 23.2 82 Occupation: Professional and related occupations 30311 4277 14.1 11.3 84 Occupation: Management, Business, Finance 21717 2882 13.3 7.6 79 Occupation: Sales and Office Occupations 33214 6831 20.6 18.1 123 Occupation: Natural Resources, Construction, Maintenance 13444 3812 28.4 10.1 170 Occupation: Other Employed 39994 8856 21.1 23.4 132 HHI $150,000+ 23605 3657 15.5 9.7 93 HHI $75,000-149,999 64718 10284 15.9 27.2 95 HHI $60,000-74,999 24815 4517 18.2 12 109 HHI $50,000-59,999 18294 3193 16.9 8.5 101 HHI $40,000-49,999 20241 3364 16.6 8.9 99 HHI $30,000-39,999 21328 3743 17.5 9.9 105(Belch and Belch) 31
  • 33. Appendix IIUS DMA Data Adults Males Aged Aged 18- 18-24 24 Total Proj 000 Pct Pct Inde Pct Male Total 000 (Males Acros Down x Male Segment Population (pop. 18-24) s (avg) Population 18-24) 305571 1497302 100.0 15137532 30700655 Total (US) 90 3 49% % 100 49% 1 6 Philadelphia 572352 276704 48% 1.8% 99 48% 2885353 5968252 San Antonio 213146 104535 49% 0.7% 100 49% 1016723 2073092 San Francisco 356126 177372 50% 1.2% 102 50% 2150554 4317853 Washington D.C. 515361 252024 49% 1.7% 100 49% 2678018 5476241 Phoenix 393409 199009 51% 1.3% 103 51% 2207608 4364094 San Diego 265649 131702 50% 0.9% 101 50% 1400199 2824259 San Jose 135480 68864 51% 0.5% 104 51% 877351 1726057 Jacksonville 112150 54362 48% 0.4% 99 48% 593252 1223882 Indianapolis 129906 63883 49% 0.4% 100 49% 820936 1669370 Austin 150741 71639 48% 0.5% 97 48% 715918 1506425 Detroit 371219 179900 48% 1.2% 99 48% 2082043 4296250 Houston 568567 282758 50% 1.9% 101 50% 2957442 5946800 Los Angeles 667033 329046 49% 2.2% 101 49% 6328434 12828837 Miami 245449 118821 48% 0.8% 99 48% 2693823 5564635 New York 881126 424275 48% 2.8% 98 48% 9099234 18897109 Atlanta 496716 244887 49% 1.6% 101 49% 2700067 5476664 Boston 462754 225449 49% 1.5% 99 49% 2235555 4588680 Chicago 913726 449406 49% 3.0% 100 49% 4712115 9580609 Cleveland 180249 86640 48% 0.6% 98 48% 1005216 2091286 Dallas 594568 298888 50% 2.0% 103 50% 3241004 6447228 Baltimore 268727 129577 48% 0.9% 98 48% 1286053 2667117 Charlotte 157232 77158 49% 0.5% 100 49% 835025 1701600 Memphis 130461 62567 48% 0.4% 98 48% 617942 1288506 Seattle 320670 160360 50% 1.1% 102 50% 1672668 3344813 Denver 219993 110376 50% 0.7% 102 50% 1255754 2502881 Las Vegas 225005 114458 51% 0.8% 104 51% 949092 1865746 32
  • 34. Top ten citiescompared topopulation ofmales 18-24 Population IndexChicago 449406 100New York 424275 98Los Angeles 329046 101Dallas 298888 103Houston 282758 101Philadelphia 276704 99WashingtonD.C. 252024 100Atlanta 244887 101Boston 225449 99Phoenix 199009 103 Total Male Population aged 18-24 14973023 TotalPopulation of top ten by population 2982445Percentage of Market 19.92% 33
  • 35. Appendix IIISurvey Questions and Results1) Age: 18 19 20 21 22 23 24 ⃝ ⃝ ⃝ ⃝ ⃝ ⃝ ⃝Ages ranged from 18-24 with the average and most common age being 21.2) Occupation (if applicable):10 out of 52 students have a job in addition to classes.3) Class Year: U1 U2 U3 U4 Graduate ⃝ ⃝ ⃝ ⃝ ⃝Class Year ranged from U1-Grad with the average and most common year being U4.4) Major:Majors varied in all different fields but the majority was in either engineering or business.5) On a typical day, how many hours do you spend... 0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24In ClassStudyingAt WorkFree TimeSleepingOther:_________Total:On average, other than sleeping, participants spend the most of their time eitherstudying or having free time.6) What do you do in your free time? (Select your top 3) ● Playing Sports ● Playing computer or video games ● Watching TV ● Go out (to dance halls, clubs, bars) ● See movies ● Other: ________Top two free time activities are watching TV and playing computer and video games.7) At what times of the day do you feel you need more energy? (ex: when I get out of classes,when I head to work) 34
  • 36. 8) Why specifically at this time? (ex: because I know Im going to be spending the next couplehours studying)Results for Questions 7 & 8 both revealed that they drink more energy during threecircumstances: 1) Going to class/ in the mornings 2) During class 3) After class/ in the afternoon9) Are you always looking for ways to get more energy throughout a busy day? ● Yes ● No30 of the participants may be tired during the day however they aren’t regularly lookingfor more energy.10) What sources of energy, if any, do you consume? (Choose all that apply) ● Coffee ● Energy Drinks ● Energy Shots ● Energy Supplement Tablets ● Gum ● None ● Other: _________The top two sources of energy are coffee and energy drinks or they don’t use asource at all.11) What is your initial thought when you hear the term “energy drink”?The word “Energy Drink” has a negative connotation: • unhealthy • fake • crash • addiction • gross • disgusting • scared • jittery • bad12) An energy drink is a beverage meant to boost mental and physical energy, containing largeamounts of caffeine and other supplements.Is the thought of drinking an energy drink appealing to you? ● Yes ● No33 of the participants do not find the idea of energy drinks appealing. 35
  • 37. 13) What is your perception of people that drink energy drinks? (age, activities, interests, etc)The main perception of energy drinkers is a young male, high school or college age, whois not particularly health conscious and is either a hardworking “nerd” such as anengineer or gamer, or a dumb, full-of-himself partier who doesn’t know much and drinksenergy drinks to look cool.14) How often do you drink energy drinks? Less than Once a Once a 2-3 Times a Once a 2-3 Times a Never Month Month Month Week Week Daily ⃝ ⃝ ⃝ ⃝ ⃝ ⃝ ⃝18 out of 52 participants never drink energy drinks. Those who do drink energy drinksmostly drink less than a couple times per month.15) Why dont you drink energy drinks? (choose your top 3 reasons) ● The taste ● Too much caffeine ● Unhealthy ● No need ● Other: __________The main reason for not drinking energy drinks is because it is unhealthy.16) What occasions do you usually purchase energy drinks?Most participants who drink energy drinks do so when doing a school related activity,primarily studying.17) What do you see as the benefits for consuming energy drinks?Most participants agreed that the energy boost is the most obvious benefit for energydrinks.18) What do you see as the drawbacks for consuming energy drinks?The top two drawbacks for energy drinks were that they are unhealthy and result in“crashing”.19) Do you view energy drinks as healthy or unhealthy? ● Healthy ● UnhealthyOut of the 52 participants, only one considers energy drinks to be healthy.20) If you were to buy an energy drink how much would you pay? $0.00-$0.50 $0.51-$1.00 $1.01-$1.50 $1.51-$2.00 $2.01-$2.50 $2.51-$3.00 $3.00+ ⃝ ⃝ ⃝ ⃝ ⃝ ⃝ ⃝Most participants would pay $1.51-$2.00 for an energy drink. Interestingly, those whodrink them the most are generally willing to pay more. (After analyzing other questions, 36
  • 38. we found that even though it might not be their main concern, price concerns did seemto appear often throughout the survey)21) What brand do you think of most when asked about energy drinks? ● Monster ● Redbull ● Rockstar ● AMP Energy ● Other: ___________Almost all the participants think of either Monster or Red Bull when asked about energydrinks.22) What are your reasons for choosing that brand?The main reason for choosing the brand was because they like the taste or because theyhad brand recognition.23) Which brand do you drink most? ○ Monster ○ Red Bull ○ Rockstar ○ AMP EnergyOut of those participants who drink, most drink Monster or Red Bull. Only twoparticipants drink AMP Energy the most.24) Are you familiar with the brand “AMP Energy”? ○ Yes ○ No16 out of 52 participants do not have any knowledge of AMP Energy.25) What do you think of when asked about AMP Energy?The top two responses when asked about AMP Energy were that it is just another energydrink and that it has a bad connotation about those who drink it.26) What is your perception of people that drink AMP Energy drinks? (age, activities, interests,etc.)Perceptions of those who drink AMP Energy are the same as energy drinks in general..27) Do you use AMP Energy? ○ Yes ○ NoOnly 8 out of 52 drink AMP Energy.28) How often do you purchase AMP Energy? Less than Once a Month Once a Month 2-3 Times a Month Once a Week 2-3 Times a Week Daily ⃝ ⃝ ⃝ ⃝ ⃝ ⃝ 37
  • 39. Those who do drink AMP Energy drink it normally less than once a month.29) Why do you choose AMP Energy over other energy drinks?Those who drink AMP Energy seem to choose it when it is the only option available.30) Do you drink for the effect or just for the flavor? ○ The Effect ○ The FlavorThe effect and flavor for AMP Energy seem to have equal weight in the buying decision.31) What’s your favorite flavor?The favorite flavor varied.32) Is there anything about the AMP Energy drink that prevents you from purchasing it?Respondents in general could not think of a reason for not choosing it.33) What would, if anything, convince you to switch to AMP Energy?The main way mentioned to convince the participants to drink AMP Energy would be tolower the price.34) Can you name the following brand’s based on their logos? Name:_____ Name: _____ Name: _____ Name: _____Almost every participant named every brand, but eight did not know AMP Energy. (Weassume process of elimination may have played a role in this question, so answers arenot being used.)35) What do you think of AMP Energys logo?The logo did not receive much of a response saying that it is nothing special.36) Can you recall any AMP Energy Ads? ○ Yes ○ NoSix participants could recall any AMP Energy ads, implying that they are not memorable. 38
  • 40. 37) What did you think of them [the ads you remember]?This question did not receive enough of a response to analyze.38)Do any of the advertisements above provoke an interest in you to buy AMP Energy drinks? ○ Yes ○ NoThe ads only got the attention of ten participants.39) Which one? and why? ○ #1 _______ ○ #2 _______ ○ #3 _______#1 provoked the most people but someone commented that it was unrealistic.40) Do you interact with any energy drink brands on-line or via social media? ○ Yes ○ NoNo one interacts with the brands on social media.41) When you go to buy energy drinks do you have trouble finding the AMP Energy? ○ Yes ○ NoOut of those who buy AMP Energy, none seemed to have a problem finding it on theshelves.Thank you for participating in our survey. Your answers will be very helpful for our project.Thanks and gigem! 39
  • 41. Appendix IVIn-depth Phone InterviewDuring the first week of October, 2012, each member of The High Five conducted the followingpersonal phone interviews: Size of # of Age ofParticipant Phone # Email Age Occupation Household Kids KidsLee 214-336-0421 leewillhite@hotmail.com 34 Sourcing 4 2 2 and ?Willhite ManagerRyan 303-817-9262 4pederson@gmail.com 34 Environmental 3 1 11Pederson consulting/ months project managerRyan 979-229-5085 drjouett@aggienetwork.com 34 Dentist 5 3 5, 2,Jouett and 9 monthsJacob 830-265-8175 jacobbarbsmith@gmail.com 25 Army 3 1 1SmithTroy 801-583-8958 tbville@gmail.com 34 Software 3 1 4Baskerville EngineerClinton 512-658-1611 crb8103@hotmail.com 31 Auto Claims 4 2 4 and 2Bushn RepresentativeBasic ScriptStart off the interview by emailing the respondent the following picture:The follow questions are not inclusive, probe when needed.Demographic Questions:Age? 40
  • 42. Occupation?Size of Household?Number of Kids?Ages of Kids?Thematic Apperception Activity:Tell me about the man in this picture… Tell me about his life:Fill out the following questions: How old is he? Where’s he going? Is anyone else in the car? What’s his job? Does he have a family? If so, how many children? What does he do with his children? What does he do with his free time? What brand of energy drink is he drinking? Comments:Personal Questions:Do you drink energy drinks?Why or Why not?What brands do you drink and/or think of first?Do you drink any other products for energy? (i.e. Coffee, Energy shots, tea, etc.)Do you ever feel like you need more energy? (having to deal with both work and children)Ask if they have any other comments about energy drinks and/or being a father.Thank them for their participation. 41
  • 43. Appendix V100+ Campaign Themes for AMP Energy1. [Image/Description of hectic moment]. Put it back into balance***2. It’s not a game, its real life. Take control***3. Because you’re only human***4. Nonstop energy for the nonstop life***5. Life balanced Energy6. Energy Balanced Lifestyle7. Energy that balances life8. The not too much, not too little energy drink9. Productivity in a can10. Warning: May cause productivity11. 45 Minutes until blast off12. Unleash your inner matador13. Rocket fuel in a can14. Liquid Human Fuel15. Poser-free energy16. Energy = Balance17. Energize Your Life18. Achievement Unlocked: Balance19. Achievement Unlocked: Energy20. Balance Your Life21. The Key to Balance22. Turn Up Life23. Turn It Up24. Live life AMP25. ___AMP It Up (insert letter or word)26. Zenergy27. Work. Play, Live. AMP!28. Keep in Step with Life29. All work and no play means Johnny needs AMP30. AMP your way to balance31. Plug into Life32. AMP your way to equilibrium33. AMP: The Missing Element34. Tip the Scales in Your Favor35. Bring Balance Back36. Life: Turn It On37. Life: Game On38. AMP: Power Up39. Light Life on Fire 42
  • 44. 40. Hit All of Life’s Curveballs41. Open the Door to Life42. Master Your Life43. Life: Power On44. Life on a Scale? Balance it with AMP45. Bring Out Your Balance46. Energized Stability47. AMP! It’s What You Need48. Don’t Lose Your Step...Stay Balanced. Stay Energized.49. School, Work, Family...AMP!50. Don’t Let Life Slow You Down. Energize With AMP51. AMP. The Energy You Need For Life’s Hectic Moments52. AMP Keeps You Going53. Drink It Up, Keep On Going54. Greet Life With Energy55. Step By Step, We Got Your Back56. AMPergize Your Life57. AMP! For Whatever Life Throws Your Way58. The Sweet Taste of Stability59. Take Control of Your Life60. Life Doesn’t Power Down, Neither Should You61. Don’t Teeter-Totter Your Way Through Life, Balance It With AMP62. Keeps You Energized, Keeps You Balanced63. Boost Up, Balance Out64. Great Taste, Greater energy65. The energy drink of tomorrow, today66. Go with the energy flow67. Today’s energy for today’s world68. Energized drink for an energized life69. Have the energy to brighten a room70. The late-night, early-morning life saver71. 45 minutes to ignition72. No energy? No problem!73. No BS energy74. Tired-free lifestyle75. never feel drained again76. Tired-suppressing liquid in a can77. Sleep season is open78. No drag energy79. Not your dad’s morning cup of Joe80. Ignite your life81. Providing energy when it’s needed most 43
  • 45. 82. Energy rush, when in a rush83. Unlock the real you84. When the other guys just wont do85. Energy...’nuff said86. Get today done and move on to tomorrow87. Energy professionals choose88. Professor approved energy89. Energy should taste good90. Just drink it91. Cubicle-sitters best friend92. You have the right to remain energized93. Procrastinators best friend94. Energy, Check95. Fuel for the human machine96. Just when you thought the day was done97. Energy, it never lets you down98. Working man’s energy99. Real energy for real men100. Suit up because we are getting ener...wait for it....gized!101. Beat the janitor to work102. Innocent until proven energized103. White collar energy104. Not just for sports105. Energy for work, energy for home, energy for life, AMP energy106. On-the-go energy for an on-the-go day107. Energy that outlasts a toddler108. AMP: You can have it all and balance it all109. Be Your Own AMP Man 44
  • 46. Team Number: 11 Team member Last Names: Carli Smith Chrysah PedersonJoshua VicariKyndal Teich Hourly Rates: 100 100 100 100 Est. weekly fee: 1500 1500 1500 1500 2012 P&L 10-Sep 17-Sep 24-Sep 1-Oct 8-Oct 15-Oct 22-Oct 29-Oct 5-Nov 12-Nov 19-Nov Week 3 Week 4 Week 5 Week 6 Week 7 Week 8 Week 9 1st Qtr Week 10 Week 11 Week 12 Week 13 2nd Qtr Total Gross Income Weekly Fee (retainer) 1,500 1,500 1,500 1,500 1,500 1,500 1,500 1,500 1,500 1,500 1,500 4,500 Other Total Gross Income 1,500 1,500 1,500 1,500 1,500 1,500 1,500 10,500 1,500 1,500 1,500 4,500 0 Time & Overhead Account Managem ent Carli Smith 1,200.00 0.00 0.00 0.00 0.00 0.00 0.00 1,200.00 0.00 0.00 0.00 0.00 0.00 1,200.00 Chrysah Pederson 1,375.00 0.00 0.00 0.00 0.00 0.00 0.00 1,375.00 0.00 0.00 0.00 0.00 0.00 1,375.00 Joshua Vicari 1,675.00 0.00 0.00 0.00 0.00 0.00 0.00 1,675.00 0.00 0.00 0.00 0.00 0.00 1,675.00 Kyndal Teich 1,775.00 0.00 0.00 0.00 0.00 0.00 0.00 1,775.00 0.00 0.00 0.00 0.00 0.00 1,775.00 45 Account Planning Carli Smith 0.00 900.00 0.00 300.00 0.00 0.00 0.00 1,200.00 0.00 0.00 0.00 0.00 0.00 1,200.00 Chrysah Pederson 0.00 1,250.00 150.00 800.00 1,150.00 0.00 0.00 3,350.00 0.00 0.00 0.00 0.00 0.00 3,350.00 Joshua Vicari 0.00 1,000.00 100.00 0.00 0.00 0.00 0.00 1,100.00 0.00 0.00 0.00 0.00 0.00 1,100.00 Kyndal Teich 0.00 1,275.00 100.00 0.00 1,050.00 0.00 0.00 2,425.00 0.00 0.00 0.00 0.00 0.00 2,425.00 Creative Carli Smith 0.00 0.00 0.00 0.00 0.00 200.00 300.00 500.00 700.00 0.00 0.00 0.00 700.00 1,200.00 Chrysah Pederson 0.00 0.00 0.00 0.00 0.00 0.00 300.00 300.00 1,050.00 0.00 1,400.00 0.00 2,450.00 2,750.00 Joshua Vicari 0.00 0.00 0.00 0.00 0.00 0.00 300.00 300.00 400.00 0.00 0.00 0.00 400.00 700.00 Kyndal Teich 0.00 0.00 0.00 0.00 0.00 300.00 350.00 650.00 900.00 0.00 300.00 750.00 1,950.00 2,600.00 Media Planning and Execution Carli Smith 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 850.00 850.00 850.00 Chrysah Pederson 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 1,000.00 1,000.00 1,000.00 Joshua Vicari 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 Kyndal Teich 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 400.00 400.00 400.00 Final Reporting Carli Smith 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 550.00 550.00 550.00 Chrysah Pederson 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 1,100.00 1,100.00 1,100.00 Joshua Vicari 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 Kyndal Teich 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 0.00 900.00 900.00 900.00 P&L StatementAppendix VI Direct Expenses: 0.00 0.00 0.00 Product purchase and evaluation 0.00 0.00 0.00 Materials and supplies 0.00 0.00 0.00 Printing 0.00 15.00 15.00 15.00 Total Time & Overhead 0 6,025.00 4,425.00 350.00 1,100.00 2,200.00 500.00 1,250.00 3,050.00 0.00 1,700.00 5,565.00 26,165.00 0 -4,525.00 -2,925.00 1,150.00 400.00 -700.00 1,000.00 250.00 -1,550.00 1,500.00 -200.00 -1,065.00 -26,165.00 Over/(Under) 0.00% -3.02 -1.95 0.77 0.27 -0.47 0.67 0.17 -1.03 1.00 -0.13 -0.24 0.00

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