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GWU Advertising Cranberry Presentation: Fall 2013
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GWU Advertising Cranberry Presentation: Fall 2013

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  • 1. TEAM MADMEN Advertising MKTG MKTG 4148 December 10, 2013
  • 2. MEET THE MADMEN Katie Lisa Yihan Jason Saila
  • 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. RESEARCH TEAM MADMEN
  • 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. 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. Focus Group ENRICHER TEAM MADMEN
  • 8. Focus Group Pretty ENRICHER TEAM MADMEN
  • 9. Focus Group ENRICHER Pretty Experimental TEAM MADMEN
  • 10. Focus Group ENRICHER Pretty Experimental F ul lavorf TEAM MADMEN
  • 11. Focus Group ENRICHER Pretty Experimental FUN F ul lavorf TEAM MADMEN
  • 12. Focus Group ENRICHER Pretty Experimental UNIQUE F ul lavorf FUN TEAM MADMEN
  • 13. Survey Which of the below images do you prefer?
  • 14. Survey 60% Which of the below images do you prefer? of respondents preferred the added cranberry
  • 15. Survey
  • 16. ! “I never really think, what am I hungry for? Definitely cranberries!” TEAM MADMEN
  • 17. Survey Top 3 Favorite Fruits strawberry blueberry grape 1st 2nd 3rd
  • 18. Survey 84% respondents cook at least weekly They have full control over every ingredient that goes into meals.
  • 19. Survey 56% upload, search for, and share food photos/ recipes on social media at least once a month. 54% 10% TEAM MADMEN
  • 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. TARGET MARKETS TEAM MADMEN
  • 22. PRIMARY TARGET MARKET Unique Yuppies HEAVY HALF + HEAVY USERS • Female • 18-25 • Boston • NYC • Seattle • Milwaukee • Washington D.C.
  • 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. 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. TERTIARY TARGET MARKET Virtual Mover & Shakers LIGHT + NON USERS Content Seeker & Spreader Trendsetter Virtually Connected Female & Male 18-35 USA Social Media Savvy
  • 26. Cranberry is the only berry that enriches your every meal, adding zest and creativity to your kitchen. TEAM MADMEN
  • 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. PERCEPTUAL MAP
  • 29. PERCEPTUAL MAP Original Zest Bland Unoriginal
  • 30. BIG IDEA TEAM MADMEN
  • 31. BIG IDEA Cranberries enrich your life. Just add them. TEAM MADMEN
  • 32. NO MORE PLAIN.
  • 33. ADD SOME BLING! NO MORE PLAIN.
  • 34. Banner Ads Feeling that mid-afternoon slump? Drag the cranberries into the snack of your choice for an extra boost! TEAM MADMEN
  • 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. 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. 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. Banner Ads PRIMARY MARKET • www.hellogiggles.com • SECONDARY MARKET • www.livingsocial.com www.foodporndaily.com TEAM MADMEN
  • 39. USCranberries.com/recipes
  • 40. #mycranberrybling Instagram Contest TEAM MADMEN
  • 41. #mycranberrybling Instagram Contest Step 1 Take a picture of your cranberry dish. TEAM MADMEN
  • 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. #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. #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. #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. COLLEGE DINING HALLS
  • 47. COLLEGE DINING HALLS
  • 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. TEAM MADMEN
  • 50. TEAM MADMEN
  • 51. TEAM MADMEN
  • 52. YouTube Video TEAM MADMEN
  • 53. OBJECTIVES TEAM MADMEN
  • 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. 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. 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. 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. 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. ANALYTICS DASHBOARD TEAM MADMEN
  • 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. 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. 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. 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. 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. 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. 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. 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. 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. Thank You TEAM MADMEN
  • 70. TEAM MADMEN