The energy drink craze began in 1995 when PepsiCo released the first nationally
branded energy drink Josta. Since then more than 500 different energy drinks have
entered the market worldwide.
In 2001 the energy drink market totaled $8 million in annual sales, by 2008 sales had
grown to $5.7 billion and by 2011 the industry is expected to be worth $18 billion.
Energy drinks are made with natural stimulants that provide the user with a burst of
energy. Most energy drinks on the market use ingredients such as caffeine, herbal
extract such as guarana, ginseng, and ginkgo bloba, B vitamins, amino acids such as
taurine, amino acid derivatives such as camitine and sugar derivatives.
AMP’s current need is to differentiate itself from its competitors Red Bull and Monster.
Red Bull, Monster, and AMP have similar marketing strategies such as sponsoring
events and extreme athletes. All three brands are targeting the same audience.
Red Bull, Monster, and AMP may have the same market strategies however each
brand has a vastly different media budget. Of the three brands, Red Bull has spent
the largest amount of money, $51.3 million on media placement and sponsorships in
2008. AMP followed spending $18.3 million on media placement. Monster spent the
least amount on media placement at only $1.3 million. Monster devoted the majority
of its budget on event sponsorships and aggressive retail distribution.
AMP’s current target audience is males between the ages 13 and 34. These men have
an average household income between $10,000-$20,000. They participate in or
are fans of, extreme activities such as motocross or bmx biking and they live on the
AMP’s current market strategy focuses on NASCAR enthusiasts by creating
advertisements and promotions with Dale Ernheart Jr as the spokesperson.
In the last two years, AMP has spent $30 million on advertising and promotions.
Most recently, they have focused on event sponsorships for extreme sports like
snowboarding and NASCAR as well having strategic heavy national distribution.
AMP must distinguish itself from its competitors, Monster and Red Bull.
Quantifiable Goal: Over the next 12 months AMP wishes to raise brand awareness
Behavioral Goal: Over the next 12 months AMP wishes to raise brand awareness
within the AMP Man Market Segmentation.
Future Energy Drink Market Segment
Target Audience: THE AMP MAN
User Profile: The 2009 AMP man is between the ages 18-34. He is employed either
part time or full time and has an annual household income ranging from $20,000 -
$75,000. He is educated and has graduated from college, a technical institute or is
currently in the process of getting a degree. MRI data confirms these characteristics
with high index numbers.
The AMP man is a hands-on learner. He enjoys participating in group activities and has
a competitive spirit. The AMP man has a hectic schedule. This busy schedule leaves
him completely drained at the end of the day. MRI data suggests that the AMP
man is under a great deal of stress. He needs an energy drink that will boost
his energy as well as help him focus so he is able to get the job done.
Market Segments: The AMP Man can be broken into two different market segments:
The AMP Tech Student and The AMP Professional.
Market Segment: AMP TECH STUDENT
The AMP Tech student is male between the ages 18-24. He is a college student
and has a part time job.
He is currently going to the Universal Technical Institute (UTI), Motorcycle Mechanic
Institute (MMI), or NASCAR Tech and lives on or near the campus. UTI, MMI, and
NASCAR Tech campuses are located in California, Arizona, Texas, Illinois, Florida,
or North Carolina.
Career: These men are pursuing a career in the auto mechanic field. They are
specifically interested in the mechanics behind extreme sports such as motorcycle
racing and NASCAR
Motorcycles: MRI data shows that these men frequently own or have recently
purchased a new or used motorcycle for recreational purposes.
Hands On: AMP Tech Students are hands on; they do their own auto maintenance.
MRI data shows high index numbers for AMP drinkers who have purchased
maintenance materials for their vehicles such as oil filters, tires, sprockets etc.
Claritas PRIZM Lifestyle Analysis Reports: Market Potential Map of the Food and
Beverages: Energy Drink shows high index numbers of occupants who live on the West
Market Segment: AMP TECH STUDENT
Internet: These men use the Internet a few times a day and uses auto tech websites
such as alldatapro.com.
Television: When relaxing they watch cable programs like FX & Comedy Central.
Auto Magazines: The AMP Tech Student is always trying to better his trade. They
read magazines such as 4 Wheel Off Road, Hot Rod, Road & Track, and Trucking.
Radio: When they are working in the garage they listen to alternative rock radio
stations like Arrow 93.1, The Best Classic Rock Channel, and Howard 93.7
Stress: The 2009 Tech Student is stressed out from balancing work, school and
recreational activities. His hectic schedule sometimes leads to anxiety; MRI data
shows high numbers for AMP drinkers who have experienced anxiety within the last
Sleep Deprivation: Not only is the AMP Tech Student overwhelmed, he is sleep
deprived. A recent survey of Energy Drink Consumption Patterns Among College
Students by Nutrition Journal, found the majority of college students drink energy
drinks because of lack of sleep. 67% of respondents confirmed that the primary
reason they drink energy drinks is because they are sleep deprived.
Short Attention Span: The AMP Tech Student may have trouble focusing due to a
short attention span. MRI data shows high index numbers for AMP drinkers who have
been diagnosed with ADD or ADHD as well as high index numbers for those who
have treated ADD or ADHD with herbal or home remedies.
Market Segment: AMP PROFESSIONAL
The AMP Professional is Male between the ages 25-34 with an annual household
income between $50,000 - $70,000. He owns his own home and lives on the West
Coast. The AMP Professional is currently in the nesting period of his life. MRI data
shows high index numbers for energy drink drinkers who are newlywed, in a serious
relationship or have recently had a baby.
He has chosen a profession where he can use his hands and be active. He is
employeed in the mechanical or construction industry.
Career Advancement: The AMP Professional is college educated and has chosen
a career that requires him to use his hands such as working in the construction
or maintenance industry. He enjoys his job and is motivated by the opportunity
to advance within his field. MRI data confirms that he is college educated and is
motivated by his job with high index numbers.
Building a Home: He has a monthly mortgage and works hard to ensure a comfortable
life style for himself and his family. He is always working on home projects such as
remodeling the basement or fixing his car. MRI data shows high index numbers for
purchases made by energy drink drinkers from hardware and auto stores.
Claritas PRIZM Lifestyle Analysis Reports: Market Potential Map of the Food and Beverages: Energy
Drink shows high index numbers of occupants who live on the West Coast
Market Segment: AMP PROFESSIONAL
TV: He enjoys watching extreme sports on TV as well as watching shows such as
West Coast Choppers on TLC. He also rates Discovery channels number one in
entertainment value, bold new ideas, orginal series and high quality.
Auto Magazines: The AMP Professional keeps up on his trade by reading auto
magaizines such as 4 Wheeler and Off Road and Hot Rod Magazine. MRI data shows
that AMP Professionals read these periodicals.
Internet: The AMP Professional uses professional websites like Alldata.com daily.
Getting Older: He is getting older and settling down. He is no longer able to
participate in the extreme recreational activities of his youth.
New Home: The AMP Professional is a first time homeowner. When the work week
ends, the AMP Professional heads home to begin a weekend full of remodeling and
home maintanence, leaving him no time to relax.
Promotion Kick Off
To kick off the campaign AMP Student Street Teams will flood the campuses of UTI,
MMI, and NASCAR Tech on the first day of classes. The Amp student street teams
will be handing out cans of AMP, AMP pens, AMP Notebooks, and AMP school
To show the AMP Tech Students that AMP understands how stressful school can
be the AMP Student Street Team will distribute cans of AMP to all campuses during
midterms and finals for the whole year.
Not only will the AMP Student Street Team fuel the student’s energy, they will also
offer tutoring services during midterms and finals.
Since UTI, MMI, and NASCAR tech have classes year round, the AMP Student Street Teams will run the promotions year round.
MRI data shows us that the AMP Tech Student is online a few times a day. According
to quantcast.com, AMP Tech Students frequently access sites such as alldatapro.
com, library.alldatatpro.com, and autozonepro.com.
We will run web banner ads on these three web sites during the 12-month period.
Both The AMP Professional and AMP Tech Student read specific trade magazines.
According to MRI data the AMP Man reads magazines such as 4 Wheeler and Off
Road, Trucking and Hot Rod Magazine.
We will run print ads on the back cover of Hot Rod and 4 Wheeler and Off Road.
AMP Branded Experience
The AMP branded experience will be co-branded with TLC. TLC will televise the
students from the moment they enter the house up until the moment they leave.
The show will air in January on Thursday nights at 8pm. TLC will be the perfect
channel to air the AMP Branded Experience because TLC is a network for men and
women who have outgrown the antics of MTV but are not quite ready for A&E. TLC
demographics are consistent with the demographics of the AMP Professional as well
as the AMP Tech Students. TLC currently airs shows such as American Chopper,
BBQ Pit Masters, LA Ink and Street Customs, shows that are currently watched by
our target audience.
The AMP Branded Experience has two parts.
PHASE ONE: Targeted at the AMP Tech Student,
AMP will purchase five homes: House #1: Near UTI campus in Sacramento CA, House
#2: Near UTI campus in Houston Texas. House #3: Near MMI campus in Phoenix
Arizona, House #4: Near MMI campus in Orlando Florida House #5: Near NASCAR
Tech in Mooresville North Carolina
Each of the five homes will be completely revamped into the total AMP experience.
Every room in the AMP home will be inspired by a different AMP flavor. Each location
will either have a state of the art garage attached or near by. The AMP garage will be
equipped with everything needed to run an auto shop. This will be a very functional
PHASE TWO: targeted at the AMP Tech Student and AMP Professional
MMI, UTI, and NASCAR TECH students will be given the opportunity to live in the
AMP house. Only students who are over the age of 21 and whose GPA is over a 3.0
will be allowed to participate. There will be an application process where students
will have to fill out the proper forms and provide recommendations from teachers or
employers. 25 lucky students will be given an opportunity to move into the houses.
In order to stay in the AMP house the students will have to maintain a 3.0 GPA as
well as generate an income and fan basis using the AMP shop. The students living in
the AMP house will be given full access to the AMP garage and they will be expected
to create a shop that involves their specific trade.
At the end of the quarter (12 weeks) each house will be judged by the following
1. Total amount of sales made at AMP shop
2. House GPA and teacher comments
3. Viewer fan votes
The house with the highest total will win $1.5 million dollars ($300,000 each) to
invest in a shop when they graduate.
More Than Cardboard
Client: People Serving People
- Media Strategy: Erin Mulligan -
- Project Manager: Melody Vitzthum -
- Art Director: Jennifer Hulst -
- Copywriter: Michelle Karch -
Photography by Erin Leigh Mulligan
Table of Contents
Brand History.......................................................................... 48
Target Audience...................................................................... 52
The Big Idea............................................................................ 56
Logo Redesign......................................................................... 58
Print Media: Pully.................................................................... 60
Print Media: Wheel................................................................. 62
Out Of Home Media: Billboards............................................. 64
Out Of Home Media: Mural................................................... . 66
Flow Chart............................................................................... 71
Work Cited ............................................................................. 72
People Serving People, a homeless shelter in Minneapolis first opened its doors in 1982.
It was originally a temporary shelter for chemically dependent or mentally unstable
homeless men. In 1987 People Serving People started to shelter families and children. In
the ‘90s they created more beneficial programs for the growing homeless population
In 2002, to accommodate the needs of the homeless families seeking out shelter, PSP
moved into a new building in downtown Minneapolis. The building is a 10 floor space
featuring a full-service dinning hall, childhood development center, medical center,
technology and library center, 99 emergency housing units and 10 two bedroom apartments
reserved for long term guests. People Serving People also added new collaborative
programs that offer help on building family advocacy and workforce development.
Homeless Minnesota Stats
The number of homeless families with children
increased 27 percent for 1,318 in 2006 to 1,670 in
Children, youth and young adults 21 and younger make
up 45% of total homeless people in Minnesota
Out of 9,000 homeless individuals 7,000 are fortunate
enough to receive shelter
The external forces facing the homeless community and People Serving People are the
economy, politics, and technology.
Economy: As unemployment, poverty and high foreclosure rates continue to increase
in the Twin Cities, it brings new struggles for both People Serving People and the
homeless community. For the last twenty years unemployment rates in Minnesota
have ranged between 3 and 5 percent. Since the recent recession the unemployment
rates has reached 7 percent. Foreclosures in Minnesota jumped from 20,00 in 2007
to 26,265 in 2008. This has increased the demand for public assistance like People
Politics: In 2008 Governor Tim Pawlenty passed a law regarding un-allotted funding for
General Assistance Medical Care. This put an estimated 30,000 low income Minnesotans
at risk for not receiving disability or Medicare and Medical Assistance.
Technology: As society turns more tech savvy the daily tasks of paying bills and looking
for jobs are moving primarily to the Internet. This has made it difficult for low-income
or at risk homeless Minnesotans to access these services. Having a computer and
Internet access is becoming a necessity rather than a luxury.
The economy, politics, and technology have lead to the decrease of donations to People
Serving People. The main challenge this campaign is trying to solve is the lack of
donations, time, and money, to People Serving People.
The target audience we are focusing on is the Millennial Moms.
Overview: These women are 25-35, married with young children and they own their
households. They are primarily caucasian and living in the suburbs of Minneapolis and
St Paul. Millennial Moms possess a college education and works in a professional
job setting. They are motivated by the ability to multitask, build communities, and
live goal-oriented lifestyles. They are well versed in technology and keep up by using
blogs and social medias.
Key Insight: The key-insight to Millennial Moms is they value word of mouth via social
networking, blogs, and technology. They use social medias to gain knowledge and
keep up-to-date with the community.
Quantifiable : In the course of one year to:
Raise $61,000 (26% increase) in non-corporate donations.
According to the Ten Year Plan to End Homelessness in Minneapolis and Hennepin
County, it costs approximately $900 a month to house a family in supportive housing,
the increase donation would in turn house approximately 65 families.
Increase the number of volunteer hours by 18,000.
Last year, volunteers served 29,000 hours. The increase for an extra 18,000 would fill
all open shifts needed at People Serving People.
Behavioral : In the course of one year to:
Gain awareness of People Serving People and the programs offered.
People Serving People is not listed on the Hennepin County website as a resource for
those in need. The estimated 2.6k visitors to the People Serving People website is small
in comparison to the 4.2k visitors to Hope Street Shelter site (another homeless shelter
in Minneapolis) and the 370k to the Salvation Army.
Message: By donating your time and money to People Serving People, you are helping
the homeless while bettering your Twin Cities community.
Rationale: The target audience thrives on building community and this is a simple,
relevant way for them to be involved. It gives the audience an opportunity to make
a positive impact on their Twin Cities community and helps people at the same time.
It takes it beyond asking for money; it shows them it will help the community as a
Concept: Using cardboard signs to display the positive effect your donation to People
Serving People will have.
Rationale: The cardboard signs are an easily recognizable symbol of the homeless.
Placing a more uplifting and hopeful message of cardboard signs will connect better with
the target audience and show them the posititve impact their donations will have on the
We decided to redesign the logo to something more simplistic that would be able to
work across multiple platforms. We chose to add the image of people holding hand to
symbolize the connections that are made in the community thanks to People Serving
People. We changed the tagline to Helping Families Find Community, to emphasize that
People Serving People does more than temporarily help the homeless.
Print media will be placed in Minneapolis St Paul Magazine, Minnesota Monthly, and
Family Ties. The print media is focused on local magazines in Minneapolis area that
feature articles about family connections, growing community and community.
This execution is an interactive print layout that allows the audience to have the ability
to make the change. By pulling the tab from one word to the next, the audience will
see the positive effect their donation can make. This is then followed by body copy that
explains in depth the programs offered at People Serving People.
This execution is another interactive layout that allows the audience to see the cause
and effect their donation creates at People Serving People. By rotating the wheel from
one word to the next the audience will see the positive effect their donation can make.
The body re-enforces the cycle created by the story that is told by the wheel.
Out Of Home Media
Billboards will be placed along freeways, traveling in and out of the Twin Cities. We have
chosen Interstate 94, 394 and 35W. These women are business professionals and use
the freeway to commute into the city, making this a beneficial area to gain awareness.
Billboards: The three billboards are read in succession, HOMELESS, DONATE, HELP
THEM FIND COMMUNITY. This shows the positive effect their donations can have on
the homeless community.
Murals will be painted along building of Nicollet Mall. Again, to focus on a high-traffic
street in Minneapolis, where many working professionals travel during business hours.
Murals: The Murals are to show where the homeless used to exist but feature a
message of how they received help at People Serving People.
Millennial Moms use blogs and social media on a daily basis. They find their information
and stay connected through the web.
Micro-Site: This execution will be used to connect the audience to People Serving
People by presenting information about events, programs, and success stories of People
Serving People. The site also answers questions regarding donating and the progress of
People Serving People participants.
1. “History: People Serving People. ”. People Serving People 2008. PSP, Web January 2010. www.peopleservingpeople.org/
2. Boston, David. “Poverty Rates in Minnesota: Poor Residents in Inner Cities and Rural Areas Hit Hardest.” Suite 101. 20 July
2008. Suite 101. 24 Jan 2010. <http://poverty.suite101.com/article.cfm/poverty_in_minnesota>.
3. ECN. “2008 Foreclosure Rate in Minnesota”. Minnesota Home Ownership Center. 5 March 2009. Minnesota Home Ownership Center.
24 Jan 2010. http://hocmn.blogspot.com/2009/03/2008-foreclosure-rates-in-minnesota.html
4. Devorak, Petula. “On D.C. Streets, the Cell phone as Lifeline”. The Washington Post. 23 March 2009. The Washington Post Company.
23 January 2010. <http://www.washingtonpost.com/wpdyn/content/article/2009/03/22/AR2009032201835. html
5. .”White Picket Fences.” My Best Segments. 2008. Nielsen, Web. 15 Jan 2010. http://www.claritas.com/MyBestSegments/Con
6. “Millennial Moms 101” Mr.Youth Mr Youth, web. January 2010. http://www.mryouth.com/#HowWeSeeIt
7. “People Serving People 2008 Annual Report”. People Serving People 2008. PSP, Web January 2010. http://www.peopleservingpeople.
8. ”Salvation Army-Quantified.” Quantcast. 2009. QuantCast, Web. 15 Jan 2010. http://www.quantcast.com/salvationarmyusa.org
9. Hennepin County and City of Minneapolis Commission to End Homelessness. The Ten-Year Plan to End Homelessness in Minneapolis
and Hennepin County. Minneapolis: Hennepin Co. 2006