2. Client Information
● Newman’s Own has great brand
awareness
● It is well known for its quality
ingredients, healthy products, charity
mission, and good taste
Salad Dressing:
● There has been a 7.2% decrease in
salad dressing sales
● 40% of salad dressing units are sold
in the summer
● It is Newman’s Own core product
Source: Newman’s Own Client Brief
3. Brand Experience
● We created a survey for our
friends and families to get their
opinion about salad dressing
● Many people favor Newman’s
Own salad dressing and are
satisfied with their purchases
4. Brand History/ Analysis
A Newman’s Own History background.
Overview on what Newman’s Own is doing right and
challenges they are facing right now.
5. Competitors
Newman’s Own contribution to overall
category spend:
2011:8%
2012:14%
2013:15%
Newman’s Own has a very low
following on social media compared to
their competitors
7. Primary Demographic Research
● Marital status: married women - index: 111
● Education: post-graduate degree holder - index: 150
● Children: households with three children - index: 111
● Household income: income of $ 250,000 - $ 275,000 - index: 188
● Employment: full-time employed - index: 111
● Age: ages of 21-24, 35-39, and 50-69 all had high indices.
○ Those of age 21 had the highest- index: 124
Source: Newman’s Own team
10. MRI/Simmons Behaviors &
Psychographics: Females 25-34, 35-49
Food Attitudes:
● Try to lose weight by dieting (131, 141)
● I really enjoy cooking (121, 120)
● I like to try new recipes (133, 120)
● Kitchen is the most important room in my home (118, 150)
● Looks for organic/natural food (115, 134)
Shopping Attitudes:
● Always look for brand names (96, 116)
● Always look out for special offers (130, 135)
● I expect the brands I buy to support social causes (
Health/Diet:
● Like to know about ingredients before I buy (113, 119)
● Think of the calories in what I eat (120, 111)
General:
● Newman’s Own product in last 6 months (150)
● More likely to buy a brand that supports charity (85)
● I enjoy showing my home off to guests (115)
● Willing to pay more for a higher-quality product (113)
Source: MRI/
Simmons
11. Target Audience - “Karen”
● Karen is an affluent mother, between 25-49 years old, who leads a busy
and active lifestyle
● She is married and works professionally but her family is still very
important to her
● A fit and healthy lifestyle is important to her, as is multitasking
● Karen enjoys cooking, is creative, likes to entertain friends/show off her
home, appreciates/enjoys the arts and home décor, likes to read, and
keeps up on celeb gossip
● She is an avid user of her smart phone, as well as social media, relevant
magazines, radio, and the internet
● When shopping, she prefers a trusted name brand as opposed to price
14. Communication Tasks
● Matrix Optimization of Performance Tasks
o Optimized as an “Established Brand”
o Want/Desire: 34%, Talk About: 19.1%
o Optimized as a “Re-Launch”
o Want/Desire: 19.1%, Notice: 25.1%
Source: Matrix
15. Optimized Medias
● Weren’t able to
optimize for actual
spend per media
due to not having
CPM’s, estimated
costs from similar
clients’ spend and
prices from media
investment teams.
Source: Matrix
17. The Big Brief
WHAT COMMS WILL DO: Successful relaunch of brand to increase salad
dressing sales.
WHO WE WILL WIN: “Karen”
HOW WE WILL WIN: By bringing relevant ads into our consumers path to
purchase, we will show them that Newman’s Own is more than a salad
dressing..its part of their lifestyle.
WHAT WILL WE MEASURE: Increase in preference of brand, and a 7%
increase in salad dressing sales.
24. Q2
Campaign Launch
● Upfront - utilize multiple
platforms to our advantage
for maximum reach to
increase interest in the
Newman’s Own product,
and thus increase sales.
● Creative - personal health/
fitness
25. Q2 - OOH
● Most popular media after Matrix
● Outdoor Quintile:
o I (Heavy)-II (133, 134)
● East/West Coast markets had
highest indices for salad
dressing usage
● Objective: target stores and HHI
areas surrounding stores
Plan Summary:
● West Coast: San Francisco, San
Diego, Sacramento, L.A
● East Coast: Hartford, Boston,
New York, DC
● Stores: Stop & Shop, Shop Rite,
Wal Mart, Target
○ selected from Newman’s
Own distribution
● Medias: Digital signage, gas
station signage, Zoom Fitness
venues, parking lot signage, in-
store shelf talkers, nail salons
○ 1,143 units in Boston market
alone
26. Q2 - Local Radio
● Complement to OOH campaign
o Same local markets on East/West Coast
● Radio Quintile: III (132)
● Station formats of 6 local markets: News, Talk, Adult Contemporary/Adult
Hits, Country
o Selected based on demographic’s interests
● Commuter day part (AM)
o Approx. cost: $200
28. Q2 - Utilization of Orion Capital
● Orion Capital partnership
o Mediabrands Matters
program
o 3% back on $325,000
investment
o Approx. $9,750 client
savings back to charity
29. Q2 - TV Networks: Preliminary
W 25-49, Married, with children, HHI 100K+
Networks (000)s Vert% Horz% Index
ABC Family 2603 27.64 4.93 123
Bravo 2209 23.46 6.9 173
E! 1732 18.39 6.65 166
USA Network 2020 21.45 3.44 86
Food Network 3363 35.71 5.66 142
HGTV 3350 35.57 7.41 185
Oxygen 614 6.52 2.95 74
TLC 2662 28.45 5.97 149
● We chose networks with highest indices for our demographic
● TV Quintiles: IV (157)
Source: MRI
30. Q2 - TV Networks: Secondary
● We chose National Cable Networks that had the highest ratings for our
desired demographic
NETWORK W2549
USA 0.49
HGTV 0.31
FOOD 0.27
FAM 0.25
TLC 0.25
BRV 0.24
EET 0.17
OXMD 0.11
Source: Mediabank Ranker
33. Q2 - Print
● Previously only in print
● Spend less but spend strategically for most profitable
reach
● Magazine Quintile: I (118)
● National: Self magazine
○ May, June issue (food issue)
○ Index: 313
○ CPM: 203.74
○ Cost: $138,747
○ (000)’s: 681
● Local: East Coast, Yankee magazine
○ March/April issue
○ May/June issue
34. Q2 - Mobile Usage
● Our targeted demographic are actively on their smartphone for email and
regular phone usage
Source: MRI
35. Q2 - Mobile App Usage
● Our consumer audience
actively use their smart
phone apps for healthcare,
books, education, travel, and
shopping
● There is a high index for
redeeming mobile coupons
while shopping (204)
Source: MRI
36. Q2 - Mobile
Objective: reach consumers at the
moment of purchase
Ibotta Mobile App:
● Initial investment $50,000
● Free mobile shopping application enabling
consumers to discover, engage with and purchase
products
● 2 billion+ offer views in 12 months
● 16th most frequently used app in US
● Gamification and engagement capabilities drive
brand objectives
● Recommended Engagements:
o Fact
o Video
o Facebook & Twitter
o Recipe
o Do-Gooder
37. Q2 - Digital
Search
● Utilize digital search to compliment OOH and TV advertisements
● Leverage two different types of search
o Specific: will purchase search keywords and phrases such as
“Newmans’s Own” and “Paul Newman”
o Broad: will purchase search keywords and phrases such as “Healthy
Living” “How to eat healthy” “All natural”
Programmatic
● Advertise on the magazine websites that are running N’O adds (self,
shape, prevention, real simple)
39. Q3
Q3 - Lead into Q4
● Maintain momentum of Q2
capitalizing on seasonal
changes (summer/ back to
school)
● Creative - family centric
40. Q3 - Print
● Still spending strategically
● Coupon suggestion
● Family centric/back to school
● National: Family Fun magazine
o August issue
o Index: 423
o CPM’s: 294.69
o Cost: $197,740
o (000)s: 671
● Local: West Coast, Sunset magazine
o July, Aug, Sept issues
o Seasonal change, their “summer”
Source: Matrix
41. Q3 - Mobile
Objective: reach consumers at the moment
of purchase
Ibotta Mobile App:
● Initial investment $50,000
● Free mobile shopping application enabling consumers to
discover, engage with and purchase products
● 2 billion+ offer views in 12 months
● 16th most frequently used app in US
● Gamification and engagement capabilities drive brand
objectives
● Recommended Engagements:
o Fact
o Video
o Facebook & Twitter
o Recipe
o Do-Gooder
42. Q3 - Digital
Digital Search
● Continue specific digital search to maintain brand awareness
o Keywords: Newman’s Own, Paul Newman, My Newman’s Own
Programmatic
● Utilize digital private market programmatic through a vendor such as
cadreon to also continue brand awareness
43. Q4 - Final Push
● Leverage brand awareness and
donations to charity, combined
with the holiday season to make
Newman’s Own the prefered
choice and increase sales
● Creative - Charity, Holiday,
Home Cooking
44. Q4 - TV
● National cable networks
o Couldn’t afford primetime
o Evening daypart
● Estimated budget from historic spend of similar clients
● Different allocation of networks for quarter four in comparison to quarter
two
45. Cable Networks Gross Budget 4Q13 W2549 CPM W2549 :30 Planned GRPs
ABC Family $50,000 $25.08 4
Bravo Base $25,000 $25.43 2
Hallmark $50,000 $16.80 6
E! $75,000 $28.00 5.4
Food $100,000 $31.72 6.3
HGTV $25,000 $33.45 1.5
USA $75,000 $25.50 5.9
Total $400,000 31.1
Q4 - TV Budget Allocations
46. Q4 - Print
● Leverage holiday season/home cooking
● Higher emphasis on print
● National:
o Coastal Living (hit East/West coasts)
o Oct, Nov, Dec issues
§ Index: 266
§ CPMs: 149.57
§ Cost: $69,100
§ (000)s: 462
o Cooking Light
o Oct, Nov, Dec issues
§ Index: 286
§ CPM’s: 110.7
§ Cost: $137, 600
§ (000)s: 1243
47. Q4 - Mobile
Objective: reach consumers at the moment
of purchase
Ibotta Mobile App:
● Initial investment $50,000
● Free mobile shopping application enabling consumers to
discover, engage with and purchase products
● 2 billion+ offer views in 12 months
● 16th most frequently used app in US
● Gamification and engagement capabilities drive brand
objectives
● Recommended Engagements:
o Fact
o Video
o Facebook & Twitter
o Recipe
o Do-Gooder
48. Q4 - Digital
Digital Search
● Utilize digital search to compliment TV advertisements
● Leverage two different types of search
o Specific: will purchase search keywords and phrases such as
“Newmans’s Own” and “Paul Newman”
o Broad: will purchase search keywords and phrases such as “Give
back” “Ways to donate to charity” “Give to charity”
Online Video
● Utilize online video (hulu) to increase engagement and mass brand
awareness
49. Recommendations for Q1, 2016
● Purpose: Continued presence over the course of the year
● Plan: Remainder of budget spend like digital advertising such as online
videos (Hulu and YouTube)
55. Social Media Proposal
High social networkers (192 index)
Q1: (No Advertising)
Q2: “My Newman’s Own is more than a salad dressing, it’s a healthy lifestyle!”
● #MyNewmansOwn #Healthyliving
● Consumers will post recipe ideas and pictures to their social media websites (organic
ambassadors)
● The best recipes will be re-posted on Newman’s Own social media pages
● Winners will get their recipe on the back of the bottle
Q3: “My Newman’s Own is more than a salad dressing, it means family time!”
● #MyNewmansOwn #Familytime
● Consumers post pics or ideas for family time
● Newmans own will repost pics and ideas on social media
Q4: “My Newman’s Own is more than a salad dressing, it’s a way to give back!”
● #MyNewmansOwn #GiveBack
● Consumers will post their favorite charities and why on their social media pages- Newmans own
will re-post on their own social media websites
● Newman’s own will donate to the winners charity 1000 dollars
Source: Matrix
57. ● Bonny Tan, Initiative, HR
● Barbara Pokorny, Initiative, research tools
● Deb Nanus, Initiative, client information
● John Coffaro, Andrew Weinstein- Rapport, OOH campaign
● Liz Bastian, Initiative, Consumer Strategy
● Matt Sauli, Orion Capital, Mediabrands Matters program
● Jane Krause, Orion Capital, spend analysis
● Giuliana Terrell, Orion Capital, local radio
● Emily Leahy, Orion Trading, local radio
● Lindsey Kaufman, Initiative, Digital
● Mia Mariano, Initiative, Intern project team
● Chloe Mangan, Initiative, TV Investment
● Emma Phillips, Initiative, TV Investment
● Adrian Padron, Initiative, Digital Search
● Aliu Oyofo, Ansible, Mobile Strategy
● Sam Rogers, Initiative, TV Investment
● Kevin Fritts, Initiative, TV Investment
● AND ALL OTHER MENTORS!
Thank you!
