This is a MOCK advertising campaign we created for the class Advertising Management in MBA program at Chapman University. The objective of this campaign is to boost store traffics and increase brand awareness for Yogurtland from January to March.

1. HEALTHIER TOMORROW
By: Chris Hauber, Sukanya Datta Majumdar, Hien Le & Monica Kanini

2. CAMPAIGN OBJECTIVE
The goal is to create a marketing campaign for
Yogurtland during January – March, one of their
slower traffic periods.
We also want to increase brand awareness to
potential customers and strengthen customer
loyalty in Yogurtland’s existing customer base.

3. BRAND SNAPSHOT
Core Value: Exotic flavors & quality products to show
values of adventure, energy, ambition, and authenticity.
Services: Self-serve. Sample various flavors. Well-
designed clean stores. Chill environment.
Advertisement: Social-media centric.
Marketing: Target mailing. Local marketing by
sponsoring tastings and tours to the shop for school
students as well as daycare centers.

4. YOGURT INDUSTRY SNAPSHOT
 First success wave was in 1980 and dominated
North America market in the 1990s
 Tough competition by coffee houses and ice
cream shops in 2000s
 Yogurt industry re-recognized their target market:
health-conscious consumers
Nowadays, yogurt industry is a 2 BILLION revenue
industry
 400 different brands
 2582+ stores
 TCBY: 470+
 Menchies: 400+
 Yogurtland: 300+
TCBY Menchies Pinkberry Boba Gelato

5. Millennials 25% of America’s population
Age 18-35
2/3 are female
Born in the Internet, molded by mobile
devices
Social media active (89% in 18-29, 82%
in 30-49)
Cool, outgoing, individualistic
CONSUMER INSIGHT

6. When it comes to eating habits and behaviors, Millennials are
much less PRICE concern and much more HEALTH conscious

7. “The HARDEST lift of all is lifting your BUTT off the couch”
- Millennials enjoy to workout a lot.

8. IMC CAMPAIGN
HEALTHIER TOMORROW

9. HEALTHIER TOMORROW
The Healthier Tomorrow marketing campaign is designed on the
theme of Millennials’ common New Year’s Resolutions:
 Join a gym
 Get fit
 Feel better about themselves
This campaign will give our health-conscious consumers more
benefits when they choose to workout and consume Yogurtland’s
nutritious products daily thus taking on a very Healthy Lifestyle.
Execution:
 Gym partners
 Yogurtland’s Day
 Valentine’s Day
Tools:
 Mobile app
 Social media
 In-store presence

10. GYM PARTNERS
 Collaborate with the top 3 gyms in the United States of America,
like, 24 hour Fitness, Equinox, and LA Fitness.
 Allow existing app users to update their workout sessions on
the app, earn minimum number of points, and reward
themselves with a free and a very healthy frozen yogurt from
Yogurt Land.
 Provide free 1-week trial sessions to our existing customers in
exchange of the points they have earned in their app.

11. YOGURTLAND’S DAY
 February 6th - National Frozen Yogurt Day
 Serve free frozen yogurts to the customers and bring the
community together and celebrate health together.
 Hashtag: #healthierDay

12. VALENTINE’S DAY
 Current marketing strategy - offer unlimited frozen yogurt to
couples at a price of $10.
 Our campaign - #weFITtogether eat unlimited healthy frozen
yogurt with your loved one only for $10.
 Agenda – would invite our customers to have some healthy
frozen yogurt with their partner in one of their favorite
environment.

13. MOBILE APP
We revamp the loyalty program on mobile app.
 Platform: iOS, Android
 Add more incentives & rewards
 Add a new achievement system
 More rewards on Valentine’s Day and
Yogurtland’s Day
 Use location-based technology to connect with
gym partners’ mobile app
 Synchronize with a physical card

14. SOCIAL MEDIA
Facebook:
 Create open & engaged content
 Run targeted Facebook Ads
Twitter:
 Update frequently
 Friendly interact with users
Instagram & Snapchat:
 Short workout video contest

15. IN-STORE PRESENCE
 Posters in physical stores and gym
 Television Ads

16. CONCLUSION
This would be a successful campaign because:
 Customer-centric: focus on the right target market
 Positive message appeal
 Take advantage of the channels & tools
Yogurtland’s customers are using

17. THANK YOU