TEAM MADMEN
Advertising MKTG MKTG 4148

December 10, 2013
MEET THE MADMEN
Katie

Lisa

Yihan

Jason

Saila
Guided Research Questions

1

2

3

What will get
millennials ages
18-35 to eat
cranberries?

What values or
attributes wo...
RESEARCH
TEAM MADMEN
Research
FOCUS GROUP

IN-DEPTH-INTERVIEWS

SURVEY

7 participants

5 participants

124 respondents

3 females 4 males

3 f...
In-Depth-Interviews
"I can't afford going to nice restaurants all of the time, so being
creative with my ingredients keeps...
Focus Group

ENRICHER
TEAM MADMEN
Focus Group

Pretty

ENRICHER

TEAM MADMEN
Focus Group

ENRICHER

Pretty

Experimental

TEAM MADMEN
Focus Group

ENRICHER

Pretty

Experimental

F ul
lavorf
TEAM MADMEN
Focus Group

ENRICHER

Pretty

Experimental
FUN

F ul
lavorf
TEAM MADMEN
Focus Group

ENRICHER

Pretty

Experimental

UNIQUE

F ul
lavorf

FUN

TEAM MADMEN
Survey

Which of the below
images do you prefer?
Survey

60%

Which of the below
images do you prefer?

of respondents preferred the added cranberry
Survey
!

“I never really think, what am I hungry for?
Definitely cranberries!”

TEAM MADMEN
Survey

Top 3 Favorite Fruits

strawberry

blueberry

grape

1st

2nd

3rd
Survey

84% respondents cook at least weekly

They have full control over every ingredient that goes into meals.
Survey

56% upload, search for, and share food photos/
recipes on social media at least once a month.

54%

10%
TEAM MADME...
Key Insights

1

2

3

4

Millennials like
cranberries
when they are
used as an
enhancer to
other foods.

Millennials like...
TARGET
MARKETS
TEAM MADMEN
PRIMARY TARGET MARKET
Unique Yuppies

HEAVY HALF + HEAVY USERS
•

Female

•

18-25

•

Boston

•

NYC

•

Seattle

•

Milw...
PRIMARY TARGET MARKET
Unique Yuppies

HEAVY HALF + HEAVY USERS
•

Female

•

Experimental

Health Craze

Boston

•

Digita...
SECONDARY TARGET MARKET
Settling Young Professional
HEAVY + MEDIUM USERS

Values Time Spent
With Others

Health Cautious

...
TERTIARY TARGET MARKET
Virtual Mover & Shakers
LIGHT + NON USERS

Content Seeker
& Spreader

Trendsetter

Virtually Connec...
Cranberry is the only berry
that enriches your every meal,
adding zest and creativity to your kitchen.

TEAM MADMEN
Cranberry is the only berry
that enriches your every meal,
adding zest and creativity to your kitchen.
•
•
•

flavor
textur...
PERCEPTUAL MAP
PERCEPTUAL MAP

Original

Zest

Bland

Unoriginal
BIG IDEA
TEAM MADMEN
BIG IDEA

Cranberries enrich your life.

Just add them.
TEAM MADMEN
NO MORE PLAIN.
ADD SOME

BLING!
NO MORE PLAIN.
Banner Ads
Feeling that mid-afternoon slump?
Drag the cranberries into the snack
of your choice for an extra boost!

TEAM ...
Banner Ads
Feeling that mid-afternoon slump?
Drag the cranberries into the snack
of your choice for an extra boost!

NG!
B...
Banner Ads
Start your day off right! What do you want for breakfast?
Drag the cranberries into the meal of
your choice for ...
Banner Ads
Having a case of the Mondays?
Add some sparkle to your day by adding
cranberries into the meal of your choice!
...
Banner Ads
PRIMARY MARKET
•

www.hellogiggles.com


•

SECONDARY MARKET
•

www.livingsocial.com

www.foodporndaily.com

TE...
USCranberries.com/recipes
#mycranberrybling

Instagram Contest

TEAM MADMEN
#mycranberrybling

Instagram Contest

Step 1
Take a picture of your
cranberry dish.

TEAM MADMEN
#mycranberrybling

Instagram Contest

Step 2
Upload your dish to Instagram.
Give it a name & use the
hashtag #mycranberryb...
#mycranberrybling

Instagram Contest

Step 3
Get as many likes as possible.
The top 20 contestants with the
most photo lik...
#mycranberrybling

Instagram Contest

Step 3
Get as many likes as possible.
The top 20 contestants with the
most photo lik...
#mycranberrybling

Instagram Contest

The Prizes

Top 20 contestants

Grand Prize Winner

Cranberry themed
gift baskets

C...
COLLEGE DINING HALLS
COLLEGE DINING HALLS
College Dining Halls
1. University of Massachusetts Amherst
2. Northeastern University
3. Boston University
4. Boston Coll...
TEAM MADMEN
TEAM MADMEN
TEAM MADMEN
YouTube Video

TEAM MADMEN
OBJECTIVES
TEAM MADMEN
COMMUNICATION OBJECTIVES
PRIMARY MARKET

SECONDARY MARKET

TERTIARY MARKET

Increase cranberry
awareness and
stimulate des...
MARKETING OBJECTIVES
PRIMARY MARKET

SECONDARY MARKET

TERTIARY MARKET

Increase customer
base by 40% from
Feb-Oct 2014

R...
Partnerships
PARTNERS

STRATEGY

WHAT’S IN IT FOR THEM?

Cooking class to increase
engagement among
secondary target

Expa...
Public Relations
Instagram
#mycranberrybling
contest
What: press release
Where: Twitter, Facebook,
Instagram, CMC website
...
Media Schedule
MARKETS:
PRIMARY

2014
Banner Ads

Whole Foods

Living Social

SECONDARY

College Dining

Instagram Contest...
ANALYTICS
DASHBOARD
TEAM MADMEN
Budget

WITHIN $50,000

•
•
•
•
•
•
•

Digital Banner Ads
College Posters
Main Contest Prize (cooking
class)
Runner Up Con...
Budget

WITHIN $50,000

•
•
•
•
•
•
•

Digital Banner Ads
College Posters
Main Contest Prize (cooking
class)
Runner Up Con...
Accountability
WHAT WE WILL
ACCOMPLISH
Increase awareness
through campaign

TACTICS

MEASUREMENT

All creative tactics

•5...
WHAT WE’VE DONE
Drive year-round demand
Appeals to 18-35 year old target
Fully integrated media
Builds relationships and p...
WHAT WE’VE DONE
Drive year-round demand
Appeals to 18-35 year old target
Fully integrated media
Builds relationships and p...
WHAT WE’VE DONE
Drive year-round demand
Appeals to 18-35 year old target
Fully integrated media
Builds relationships and p...
WHAT WE’VE DONE
Drive year-round demand
Appeals to 18-35 year old target
Fully integrated media
Builds relationships and p...
WHAT WE’VE DONE
Drive year-round demand
Appeals to 18-35 year old target
Fully integrated media
Builds relationships and p...
WHAT WE’VE DONE
Drive year-round demand
Appeals to 18-35 year old target
Fully integrated media
Builds relationships and p...
Thank You
TEAM MADMEN
TEAM MADMEN
GWU Advertising Cranberry Presentation: Fall 2013
GWU Advertising Cranberry Presentation: Fall 2013
GWU Advertising Cranberry Presentation: Fall 2013
Upcoming SlideShare
Loading in...5
×

GWU Advertising Cranberry Presentation: Fall 2013

933

Published on

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
933
On Slideshare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
4
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

GWU Advertising Cranberry Presentation: Fall 2013

  1. 1. TEAM MADMEN Advertising MKTG MKTG 4148 December 10, 2013
  2. 2. MEET THE MADMEN Katie Lisa Yihan Jason Saila
  3. 3. Guided Research Questions 1 2 3 What will get millennials ages 18-35 to eat cranberries? What values or attributes would allow 18-35 year olds make cranberries relevant to their lifestyles? What will make millennials digitally engage with cranberries? TEAM MADMEN
  4. 4. RESEARCH TEAM MADMEN
  5. 5. Research FOCUS GROUP IN-DEPTH-INTERVIEWS SURVEY 7 participants 5 participants 124 respondents 3 females 4 males 3 females 2 males 72 females 53 males TEAM MADMEN
  6. 6. In-Depth-Interviews "I can't afford going to nice restaurants all of the time, so being creative with my ingredients keeps my cooking more exciting. “You never know what ingredients or flavors are going to compliment each other until you experiment them.” “Contrasting flavors is a huge part of what makes food interesting." TEAM MADMEN
  7. 7. Focus Group ENRICHER TEAM MADMEN
  8. 8. Focus Group Pretty ENRICHER TEAM MADMEN
  9. 9. Focus Group ENRICHER Pretty Experimental TEAM MADMEN
  10. 10. Focus Group ENRICHER Pretty Experimental F ul lavorf TEAM MADMEN
  11. 11. Focus Group ENRICHER Pretty Experimental FUN F ul lavorf TEAM MADMEN
  12. 12. Focus Group ENRICHER Pretty Experimental UNIQUE F ul lavorf FUN TEAM MADMEN
  13. 13. Survey Which of the below images do you prefer?
  14. 14. Survey 60% Which of the below images do you prefer? of respondents preferred the added cranberry
  15. 15. Survey
  16. 16. ! “I never really think, what am I hungry for? Definitely cranberries!” TEAM MADMEN
  17. 17. Survey Top 3 Favorite Fruits strawberry blueberry grape 1st 2nd 3rd
  18. 18. Survey 84% respondents cook at least weekly They have full control over every ingredient that goes into meals.
  19. 19. Survey 56% upload, search for, and share food photos/ recipes on social media at least once a month. 54% 10% TEAM MADMEN
  20. 20. Key Insights 1 2 3 4 Millennials like cranberries when they are used as an enhancer to other foods. Millennials like the trend of being healthy rather than actually being healthy. Females like digitally engaging with food much more than males do. Millennials like to experiment with food to make it uniquely theirs.
  21. 21. TARGET MARKETS TEAM MADMEN
  22. 22. PRIMARY TARGET MARKET Unique Yuppies HEAVY HALF + HEAVY USERS • Female • 18-25 • Boston • NYC • Seattle • Milwaukee • Washington D.C.
  23. 23. PRIMARY TARGET MARKET Unique Yuppies HEAVY HALF + HEAVY USERS • Female • Experimental Health Craze Boston • Digital Foodie 18-25 • Emma Unique NYC • Seattle • Milwaukee • Washington D.C.
  24. 24. SECONDARY TARGET MARKET Settling Young Professional HEAVY + MEDIUM USERS Values Time Spent With Others Health Cautious Female & Male 26-35 New York, Boston, Seattle, Milwaukee, Washington D.C. Boutique Refined Cultural Activities
  25. 25. TERTIARY TARGET MARKET Virtual Mover & Shakers LIGHT + NON USERS Content Seeker & Spreader Trendsetter Virtually Connected Female & Male 18-35 USA Social Media Savvy
  26. 26. Cranberry is the only berry that enriches your every meal, adding zest and creativity to your kitchen. TEAM MADMEN
  27. 27. Cranberry is the only berry that enriches your every meal, adding zest and creativity to your kitchen. • • • flavor texture color • • experimentation uniqueness TEAM MADMEN
  28. 28. PERCEPTUAL MAP
  29. 29. PERCEPTUAL MAP Original Zest Bland Unoriginal
  30. 30. BIG IDEA TEAM MADMEN
  31. 31. BIG IDEA Cranberries enrich your life. Just add them. TEAM MADMEN
  32. 32. NO MORE PLAIN.
  33. 33. ADD SOME BLING! NO MORE PLAIN.
  34. 34. Banner Ads Feeling that mid-afternoon slump? Drag the cranberries into the snack of your choice for an extra boost! TEAM MADMEN
  35. 35. Banner Ads Feeling that mid-afternoon slump? Drag the cranberries into the snack of your choice for an extra boost! NG! BLI BLIN G! TEAM MADMEN
  36. 36. Banner Ads Start your day off right! What do you want for breakfast? Drag the cranberries into the meal of your choice for a morning boost! TEAM MADMEN
  37. 37. Banner Ads Having a case of the Mondays? Add some sparkle to your day by adding cranberries into the meal of your choice! TEAM MADMEN
  38. 38. Banner Ads PRIMARY MARKET • www.hellogiggles.com • SECONDARY MARKET • www.livingsocial.com www.foodporndaily.com TEAM MADMEN
  39. 39. USCranberries.com/recipes
  40. 40. #mycranberrybling Instagram Contest TEAM MADMEN
  41. 41. #mycranberrybling Instagram Contest Step 1 Take a picture of your cranberry dish. TEAM MADMEN
  42. 42. #mycranberrybling Instagram Contest Step 2 Upload your dish to Instagram. Give it a name & use the hashtag #mycranberrybling. Follow @CranberryCravers on Instagram. For the latest contest updates: Like CranberryCravers Follow @USCranberries Visit USCranberries.com/contest
  43. 43. #mycranberrybling Instagram Contest Step 3 Get as many likes as possible. The top 20 contestants with the most photo likes will receive a prize. ! From the 20 contestants, the US Cranberries judges will then decide on one final winner. TEAM MADMEN
  44. 44. #mycranberrybling Instagram Contest Step 3 Get as many likes as possible. The top 20 contestants with the most photo likes will receive a prize. ! From the 20 contestants, the US Cranberries judges will then decide on one final winner. TEAM MADMEN
  45. 45. #mycranberrybling Instagram Contest The Prizes Top 20 contestants Grand Prize Winner Cranberry themed gift baskets Cooking class with celebrity cooking chef, Jose Andres He will teach the winner and up to 5 other friends the most exquisite ways to utilize cranberries in a full course meal.
  46. 46. COLLEGE DINING HALLS
  47. 47. COLLEGE DINING HALLS
  48. 48. College Dining Halls 1. University of Massachusetts Amherst 2. Northeastern University 3. Boston University 4. Boston College 5. Bridgewater State University 6. University of Massachusetts Lowell 7. University of Massachusetts Boston 8. Excelsior College 9. New York University 10. SUNY University at Buffalo 11. Syracuse University 12. Cornell University 13. Rochester Institute of Technology 14. City University of New York : Hunter College 15. The George Washington University 16. Georgetown University 17. American University 18. George Mason University 19. Virginia Polytechnic Institute and State University 20. Virginia Commonwealth University 21. University of Washington 22. Washington State University 23. Western Washington University 24. Eastern Washington University 25. University of Wisconsin Madison 26. University of Wisconsin Milwaukee 27. Milwaukee Area Technical College 28. Marquette University 29. Madison Area Technical College 30. University of Wisconsin Oshkosh
  49. 49. TEAM MADMEN
  50. 50. TEAM MADMEN
  51. 51. TEAM MADMEN
  52. 52. YouTube Video TEAM MADMEN
  53. 53. OBJECTIVES TEAM MADMEN
  54. 54. COMMUNICATION OBJECTIVES PRIMARY MARKET SECONDARY MARKET TERTIARY MARKET Increase cranberry awareness and stimulate desire by projecting zestful, original, and unique, image of cranberries among 85% of primary market. Create engagement with cranberry products and increase knowledge of cranberry usages and benefits among 80% of secondary market. Build cranberry recognition and exposure among 65% of tertiary market. TEAM MADMEN
  55. 55. MARKETING OBJECTIVES PRIMARY MARKET SECONDARY MARKET TERTIARY MARKET Increase customer base by 40% from Feb-Oct 2014 Raise cranberry sales by 30% from Feb-Oct 2014 Increase Cranberry Marketing Committee website traffic and social media engagement by 40% from Feb-Oct 2014 TEAM MADMEN
  56. 56. Partnerships PARTNERS STRATEGY WHAT’S IN IT FOR THEM? Cooking class to increase engagement among secondary target Expand brand recognition through CMC website and social media promotional efforts Posters and cranberry dishes to create engagement among primary target Increase sales for on campus dining, healthy options, and student satisfaction Whole Foods Cranberry-centric samplings to increase engagement among secondary target Increase brand usage through CMC website and social media promotional efforts Music Festivals Increase entertainment and Booth/partnership to increase awareness and engagement engagement options with snacks and interactive activities among tertiary market Living Social College Dining Halls
  57. 57. Public Relations Instagram #mycranberrybling contest What: press release Where: Twitter, Facebook, Instagram, CMC website College Dining Partnerships What: press release, publicity from local college Where: Twitter, Facebook, student newspapers, university website Living Social Cooking Class Youtube Video ! What: press release, publicity What: press release from living social Where: Twitter, Facebook, Where: Twitter, Facebook, CMC website Living Social website Whole Foods Partnership What: press release, publicity from Whole Foods Where: Twitter, Facebook, CMC website, Whole Foods website Music Festival Partnerships What: press release, publicity from partnering festival (i.e. Sweetlife, Sasquatch) Where: Twitter, Facebook, CMC website, partnering festival website
  58. 58. Media Schedule MARKETS: PRIMARY 2014 Banner Ads Whole Foods Living Social SECONDARY College Dining Instagram Contest TERTIARY YouTube Video Music Festivals Feb Mar Apr May Jun July Aug Sept Oct
  59. 59. ANALYTICS DASHBOARD TEAM MADMEN
  60. 60. Budget WITHIN $50,000 • • • • • • • Digital Banner Ads College Posters Main Contest Prize (cooking class) Runner Up Contest Prizes (gift baskets) Whole Foods Sampling Events Website Living Social Cooking Classes ! $34,000 $1,200 $2,000 ! $1,000 ! $2,000 $3,980 FREE ! ! • WITHIN $100,000 TOTAL: $44,180 ! ! ! TEAM MADMEN
  61. 61. Budget WITHIN $50,000 • • • • • • • Digital Banner Ads College Posters Main Contest Prize (cooking class) Runner Up Contest Prizes (gift baskets) Whole Foods Sampling Events Website Living Social Cooking Classes ! $34,000 $1,200 $2,000 ! • • • • $1,000 ! • TOTAL: $2,000 $3,980 FREE • ! ! • WITHIN $100,000 • $44,180 ! • Music Festival Interactive Booths Digital Banner Ads College Posters Main Contest Prize (cooking class) Runner up Contest Prize (gift baskets) Whole Foods Sampling Events Website Living Social Cooking Classes ! ! $2,000 ! $1,000 $3,980 FREE TOTAL: $94,980 ! ! ! ! ! • $40,000 $36,000 $10,000 $3,000 TEAM MADMEN
  62. 62. Accountability WHAT WE WILL ACCOMPLISH Increase awareness through campaign TACTICS MEASUREMENT All creative tactics •5,000 unique hits on www.uscranberries.com/ recipes •10,000 gross impressions on www.uscranberries.com/recipes •5,000 fans on Facebook •1,000 followers on Twitter •10,000 views on YouTube YouTube video, •2,000 participants in #mycranberrybling Increase engagement contests, partnership Instagram contest events and music •400 participants in Living Social cooking class through campaign festivals, banner ads •500 Whole Foods event participants •5,000 unique banner ad click-throughs • 2,309,770 barrels (5,774,427 barrels sold Increase cranberry All creative tactics domestically in 2011) in increased domestic sales through campaign sales
  63. 63. WHAT WE’VE DONE Drive year-round demand Appeals to 18-35 year old target Fully integrated media Builds relationships and partnerships Means to assess campaign efficacy TEAM MADMEN
  64. 64. WHAT WE’VE DONE Drive year-round demand Appeals to 18-35 year old target Fully integrated media Builds relationships and partnerships Means to assess campaign efficacy TEAM MADMEN
  65. 65. WHAT WE’VE DONE Drive year-round demand Appeals to 18-35 year old target Fully integrated media Builds relationships and partnerships Means to assess campaign efficacy TEAM MADMEN
  66. 66. WHAT WE’VE DONE Drive year-round demand Appeals to 18-35 year old target Fully integrated media Builds relationships and partnerships Means to assess campaign efficacy TEAM MADMEN
  67. 67. WHAT WE’VE DONE Drive year-round demand Appeals to 18-35 year old target Fully integrated media Builds relationships and partnerships Means to assess campaign efficacy TEAM MADMEN
  68. 68. WHAT WE’VE DONE Drive year-round demand Appeals to 18-35 year old target Fully integrated media Builds relationships and partnerships Means to assess campaign efficacy TEAM MADMEN
  69. 69. Thank You TEAM MADMEN
  70. 70. TEAM MADMEN
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×