The document outlines a marketing plan for Splenda Flavors for Coffee. The objectives are to grow brand awareness, link social media accounts, get packets in cafes, and partner with a coffee brand. The plan involves promoting on Facebook, daily tweets, and revamping YouTube. It will partner with a major coffee brand and target coffee drinkers wanting sugar and flavor. The budget is $1 million over a year to measure increased revenue and social media followership.

1. SPLENDA
JUST GOT A BIT
SWEETER
Transform an Everyday Cup of Coffee into a Flavorful
Experience

2. SPLENDA’S FLAVORS FOR
COFFEE
 SPLENDA® No Calorie Sweetener, Flavors for Coffee allows you
to enjoy the same sweet, rich cup of coffee with gourmet flavor
and without the calories.
 Comes in Three different flavors: French Vanilla, Mocha and
Hazelnut.
 Each flavor stick conveniently contains the perfect touch of
sweetness and rich flavor for one cup of coffee.

3. OBJECTIVES
 Grow awareness of Splenda’s Flavors for Coffee
Brand.
 Link new Social Media branches to the existing Brand
Site and Parent Social sites.
 Get local cafes to put out individual packets for guest
use.
 Team with well-known Coffee Brand.

4. PARTNERSHIP
 Use of well known coffee brand to connect loyal coffee drinkers to
use our product to flavor their coffee.
 Cross promotional television commercials.
 Contract to be sold together in venue events.

5. USE OF SOCIAL MEDIAS
 Unify all the social sites with the same marketing theme.
 Update the Facebook page with follower interactions.
 Creation of Twitter page and daily tweets with ad promotions.
 An updated channel on YouTube with more frequent videos
 Promotional and educational
 Using all social medias to develop a
real-time list of followers and users

6. YOUTUBE CHANNEL
 A whole new look for the YouTube Channel will be implemented
 Use of an opening sequence will show uniformity
 Guest appearances from well-know chefs will gather more
viewers
 A use of search optimization will get more click through rates in
search engines

7. TARGET AUDIENCE
 Daily Cafe Coffee Drinker
 Home Coffee Drinker who wants a gourmet taste
 On-the-go Coffee Drinker
 Easy to pour packet right into a thermos
 Get Cafes to put the packets
out with sugars and spices

8. BUDGET
 $750,000 initial promotional campaign
 Partnership with major coffee brand (incl. TV commercials, and web ads)
 Revamp of YouTube Channel with weekly educational video.
 Maintaining the social sites along with parent brand site.
 $250,000 additional promotional campaign to reinforce use.
 Daily tweets
 YouTube videos over the course of a year

9. METRICS
 We will measure the success of the campaign in increased
revenue and followership on social sites.
 With updated list of followers, we will have accurate numbers of
users of the product.
 When the initial campaign is through a decision on the amount
needed to further the social sites will be decided.

10. SUMMARY
 The Big Idea – Grow Awareness about Flavors for Coffee
 Social Medias
 Facebook promotions
 Daily Tweets on Twitter
 Revamp of YouTube Channel
 Promotional Plan – Partner with Major Coffee Brand
 Target Audience – Coffee Drinkers wanting both sugar and flavor
 Budget - $1 million projected over a year