3. Agency Background
Formed in 2010 by four Boston University graduate
students, magnetik aims to bring people and brands closer
together. Our dynamic team of superconductors creates
compelling work that pushes the whole industry forward.
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4. Agency Background
We:
Live for our clients
Attract innovation
Believe in our brands
Repel the mediocre
Love learning
The Team:
4
6. The 6-week launch
Top reasons for purchase:
● 50% - new & different
● 20% - low-calorie
● 20% - gluten-free
● 10% - allergy-free
● 85% of returned customers
We haven’t reached enough our key customer.
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7. Our Vision
7
Through strategic partnership with allergy-related medical
parties and targeted advertising, we are convinced to secure
Perfectly Free as a trusted household name among the
people who need and want it most.
11. Who is the Millennial Mom?
Demographic
● 25-34
● Located in Boston metro area or Providence, RI
● Suffers from severe food allergies or has a family member who does
● Annual HHI: 50-70K
Psychographic
● Health-conscious
● Values well-being
● Looks out for her family
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14. What matters to the Millennial Mom?
● Parents who have children with food allergies know all too well about the
headaches in keeping their lives “allergen-free”
● “I secretly freak out about his health”
● They felt the most burden among mothers their age
● They have a reported lower quality of life due to constant worries
● In FAACT’s survey of parents or caregivers of children with food allergies:
○ 60% reported that food allergies significantly affected meal prep
○ 49% or more indicated that food allergies affected family activities
○ 41% reported a significantly higher stress level
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SOURCE: Annals of Allergy, Asthma and Immunology, news release, June 26, 2014
15. 1. Inform millennial moms that just because they or a
family member has a severe allergy does not mean
their quality of life has to suffer
2. Persuade consumers that Perfectly Free frozen treats
are the perfect allergy-free food the whole family can
enjoy
3. Drive sales
Advertising Objectives
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16. Creative Strategy
Get: millennial moms
Who: have a family member with a severe food allergy or
dietary restriction
To: purchase Perfectly Free for their go-to trusted indulgence
By: being present where the target audience searches for
information around food allergies
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18. Channel Rationale
We are going to be everywhere the millennial moms
search for information about food allergies.
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19. Channel Landscape Overview
● Out-of-home
● Trade Associations & Universities
● Social Media
● Online Searching
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20. Channel #1: Out of Home
Find millennial moms when they are outside
● Millennial moms are always on-the-go
● Placements:
○ Copley Square, Faneuil Hall, Kennedy Plaza
○ Areas near Wholefoods, Star Markets
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21. Execution: Pop-Up Food Lab
How this works?
● Set up pop-up food labs in five major cities in MA/ RI
● Station 1: Members from WikiFoods lab show people the science behind the snacks, i.e.
how to make the products
● Station 2: Informational flyers about the company & the technology
● Station 3: Free tastings
● Station 4: Photo booth with props that uploads directly to the Perfectly Free Facebook
page
Why this works?
● Build trust and brand awareness
● Develop consumers’ engagement and emotional attachment with the brand
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23. Channel #2: Trade Associations & Universities
Find millennial moms when they want to talk to an authority
● When the millennial moms have questions/ need information on food
allergy, they will go to doctors, trade organizations, and university
related to food allergy, so will they find perfectly free there.
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24. Channel #2: Trade Organizations
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Food Allergy
Research &
Education (FARE)
Asthma and Allergy
Foundation of America
–New England Chapter
(AAFA)
The Food Allergy &
Anaphylaxis Connection
Team
25. Channel #2: Nutrition Programs
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Friedman School of Nutrition Science
and Policy, Tufts University
Sargent College, Boston
University
26. Execution: Brochure & Coupons
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How this works:
● Partner with doctor’s offices, trade organizations, and university nutrition programs
● Place brochure & coupons at their offices
● Include company background, basic product information (flavor, benefits,
ingredients), and a coupon to drive sales
Why this works?
● Build credibility and awareness by associating our brand with doctors and medical
students
● Provide quick facts on the brochures to speed up the education on the product
● Provide coupons as an incentive for purchasing
28. Channel #3: Social Media
Find millennial moms when they are on social media
● Millennials mom are highly connected
● Facebook, Twitter, Instagram and Pinterest would be great platforms to
reach our key consumers
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SOURCE: AdWeek, 2015
29. Execution: Allergy mom confession
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How this works:
● Create a social media campaign for our target, the “allergy mom”
● Encourage users to share their stories and tips on Facebook or Twitter using the
hashtag: #allergymom
● Host giveaways and interact with followers to create a more personal relationship
Why this will work?
● Build a community and emotional attachment
● Be device agnostic, especially capturing our on-the-go allergy mom on their mobile
devices
● Make good use of our targets’ network to spread our brand
31. Channel #4: Online Searching
Find millennial moms when they are searching online
● Reach our key consumers while they are actively searching information
on food allergy
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32. Execution: Online Searching
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How this works:
● Invest on search engine marketing and search engine optimization
● Run advertising on Google Display Network that are related to food
allergy
Why this works?
● Reach our key consumer while they are active searching for food allergy
information
● Works well on lead generation
33. Execution: Search Engine
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● Continue to optimize SEM & SEO with strategic targeting
○ Keywords: food allergy, boston food allergy, allergy specialist
Boston, allergy specialist Providence, allergy-free snacks
34. Execution: Online Display Ads
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● Run web banner ads on food-allergy related pages
● Example: Top Doctors search engine, Boston Magazine
○ a search engine provided by Boston Magazine with a database on doctors in
Massachusetts
35. Campaign Evaluation
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Website Traffic (Awareness)
• Google AdWords & Google Analytics
• Metrics: CTR, impressions, clicks, CPC, bounce rate
• Complimentary analysis: social media performance
Sales
• Quarterly reports detailing sales and profit margins
Further actions:
● Optimization & refined targeting
38. Appendix: Key Contacts
Food Allergy Research & Education
(FARE)
Rachel Wissinger
Regional Manager, Northeast
rwissinger@foodallergy.org
703-563-3084
7925 Jones Branch Drive, Suite 1100
McLean, VA 22102
39. Appendix: Key Contacts
Asthma and Allergy Foundation of America – New
England Chapter (AAFA)
Tel: 781-444-7778
E-mail: aafane@aafane.org
109 Highland Ave.
Needham, MA 02494
40. Appendix: Key Contacts
The Food Allergy & Anaphylaxis Connection Team
• Teams & Partnership
• National Office HQ- West Chester, OH
• Eleanor Garrow-Holding, CEO
• Sue Melenchuk, VP Marketing
• Carol D’Agnese, Board Chairperson
• Andrew Eisenberg, Board Marketing Chair
• Corporate Sponsors
• National Peanut Board
• Mylan
• SunButter
41. Appendix: Key Contacts
Friedman School of Nutrition Science and Policy, Tufts
University
• Public Relations
• Bev Freeman (Beverly.Freeman@tufts.edu/ 617-636-3728)
• Siobhan Gallagher (Siobhan.gallagher@tufts.edu /617-363-3871)
• Marketing & Communications
• Annie DeVane (annie.devane@tufts.edu /617-636-6972)
Sargent College, Boston University
• Nutrition Program
• Roberta Durschiag (rdurschl@bu.edu/ 617-353-7488)
• Marketing Communications
• Stephanie Rotondo (rotondos@bu.edu/ 617-636-6972 )
42. Appendix: Key Contacts
Top Doctors search engine, Boston
Magazine
Lauren Finkel, media sales coordinator
617-262-9700 x224
atlfinkel@bostonmagazine.com
