COM 588: Marketing and Branding in Digital Communication Final Project

1. Christian St. Jacques | Dawn Keenen | Melinda Yang | Paola Alejandra Garcia Butron
COM588: MiverviewCOM 588: THEO CHOCOLATE MARKETING PROPOSAL

2. Tweet your most
memorable
chocolate moment
during the holiday!
#COMMLead
Win CHOCOLATE!

3. Strengths Weaknesses
• High quality products.
• Reasonable prices in relation to quality.
• Variety in product line.
• Good relationship w/distributors.
• Positive word-of-mouth.
• No advertising.
• Not the same endorsement outside Northwest.
• Low sales during Winter break nationally and in
their own retail store.
Opportunities Threats
• Participation in food shows.
• Ambassadors activity in 10 cities (US).
• Functional website with online store and
compelling design.
• Engaging social media.
• Partnerships with other products.
• Brands with similar features.
• Brands’ strategies for every season of the
year.
• Higher prices of cocoa beans.
• Falling short of demand.
SWOT

4. Principal Recommendations
BRAND AWARENESS – Holidays
• Increase emotional connection
for consumers to brand
• Theo has great stories to tell
that connect with buyers
• Theo engages well on social
channels so we are adding two
more channels that allows
consumers new interactions
ONLINE ADVERTISING + SEO
• Mixing in targeted advertising
into their marketing mix will
support brand awareness
campaigns and push the reach of
the messages
• Increasing their websites SEO by
launching Youtube & G+ to
increase Google rank, and
improving website SEO
strategies in general

5. 7.53.0
Organic
Non-organic
Competitor Perceptual Map

6. FACEBOOK LIKES TWITTER FOLLOWERS

7. Holiday Traditions
launched on
YouTube
YouTube Subscribers

8. Target Audience and Creative Brief

9. MEET Kathy
She wants to find
the best tasting,
high quality
confections and
ingredients but
cares about food
health and its
impact on global
trade
AUSTIN, TX
MARRIED
2 KIDS
FEMALE
WHITE
Age = 35
HH INCOME = 130k
BA IN ENGLISH LIT
She is cultured, well
traveled, loves
Europe! Works as
part-time
consultant, for tech
Company
She is an avid
online shopper,
former dancer, and
a dedicated
practitioner of
Barre3. Enjoys
cooking and baking
for herself and
others
She loves artisan
chocolate and
maintains a vested
interest in natural
organic foods
trends, she
regularly reads
blogs like
foodbabe.com

10. MEET Anna Beth
She wants to use
only the best
quality ingredients.
A follower of fair
trade trends is
always concerned
about the ethics of
the food industry
PORTLAND, OREGON
SINGLE
FEMALE
Mixed White/Asian
AGE = 30
HH INCOME = 65k
BA IN CULINARY ARTS
She is trained
culinary expert, a
local native of the
Pacific Northwest,
and owns her own
bakery, using only
local organic
ingredients
She is an avid
blogger, and
actively involved
with social media.
She loves to bike
and is actively
involved with the
local arts and music
scene
She loves artisan
chocolate and loves
exploring new and
exciting ways to use
chocolate in her
baked goods, both
for business and
personal use

11. THEO HOLIDAY Traditions

12. Media Plan

13. Media Plan: SEO Strategies
SEASONAL FOCUS CONTENT LONG-TERM
• Start seasonal
promotions earlier to
ensure the searching
results accumulate to
higher rankings
• Paid search listing and
Google ads
• Keywords of holiday,
tradition, and
chocolate
• Making page copy
relevant and
descriptive
• Freebies and
recipes page
• Encourage reviews
and testimonials
• Promote locally:
Insert Theo Chocolate
in more lists and
directories
• Make Theo’s Web site
mobile friendly
• Adopt MOZ or
HubSpot to track the
performance of the
strategy

14. • Currently Theo doesn’t have any
social media advertising
• Budget divided by target
geographic region
• 50%: 10 current ambassador markets
• 50%: General USA chocolate lover
market
• Twitter and Facebook Ads Suggestion
Media Plan: Social Media Advertising

15. Action Plan

16. Action Plan
Receive 50 video submissions for the contest
Monitor consumer sentiment towards the brand
Appear on the top 10 of search results related to “holiday chocolate”
Increase Theo’s Moz Page Authority from 67 to 70 within a 12 month period
1
2
3
4
GOALS
Increase consumer awareness during holiday season and
improve Theo’s online rankings
OBJECTIVES
Action Plan

17. Action Plan
Online advertising
Ambassadors activity across the country
SEO Strategy
“Holiday Traditions” campaign1
2
3
4
STRATEGY
Create an IMC plan focused on consumer-created content that
supports and increases Theo’s online presence.
TACTICS
Action Plan(cont.)

18. Q1 ‘14
Timeline
Preparation and
implementation of
SEO strategy
Creative proposal,
testing, feedback,
changes
Creative and technical
deliverables
YouTube channel and
campaign launch
Thanksgiving contest
Q2 ‘14 Q3 ‘14 Q4 ‘14
Content reception
Hanukkah and Christmas
contests
End of the
campaigm
SEO Implementation

19. In Summary

20. Budget
Category Line Item Q1 Q2 Q3 Q4 Total
Advertising Facebook $500.00 $500.00 $1,000.00 $1,500.00 $3,500.00
Advertising Twitter $500.00 $500.00 $1,000.00 $15,000.00 $17,000.00
Advertising Google Ads $1,000.00 $1,000.00 $2,000.00 $2,000.00 $6,000.00
$0.00
Creative In-
House Videos $5,000.00 $5,000.00
Creative In-
House Contest Landing page $1,000.00 $1,000.00
Creative In-
House Graphics/Imagery $1,000.00 $1,000.00
OR
Creative Out-of-
House Videos $30,000.00 $30,000.00
Creative Out-of-
House Contest Landing page $20,000.00 $20,000.00
Creative Out-of-
House Graphics/Imagery $5,000.00 $5,000.00
Software Moz/Hubspot $600.00 $600.00 $600.00 $600.00 $2,400.00
Collateral Ambassadors - flyers $500.00 $500.00 $1,000.00
Contest
Congo Trip 4 two (one
grand prize across all
three holidays) $12,000.00 $12,000.00
Contest Luxury basket of Theo $200.00 $400.00 $600.00
Contest Legal $600.00 $600.00 $1,200.00
$105,700.00

21. Social mentions/engagement
Check Theo’s Google organic
search results for ‘holiday chocolate’
Video entries to contests
Key Performance Indicator
Moz Page Rank
ROI on social ad spend

22. THANK YOU
Q & A