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Master Report
Your Name: Jordan Lindsay
Your Industry: Soda Industry (Lindsay’s Soda)
Your League: NCAA Basketball
Your Brand: Lindsay’s Soda
Your Slogan /Tag Line: Naturally Refreshing!
Target Demographic:
College-aged students, and older adult males all over the United States. Preferably in
college towns and places near college towns. The fans I would like to target would be
interested in fantasy sports, other sports and be interested in healthy eating
considering our soda is made with all-natural ingredients and zero-calorie.
Considering that I am interested in the college-aged demographic, the education level
of my demographic should contain a high-school degree and be in the process of
earning a bachelor’s, masters or doctorate degree. There is a new wave of college
students trying to stay away from the “Freshman 15” so a zero-calorie soda would be
a good substitute to a Coca-Cola or Pepsi.
Marketing Strategy -
Each of your advertising projects should use a DIFFERENT strategy in conjunction
with your campaign tagline. Identify which you are using for each project and
include a description with each describing how and why you used that specific
strategy. Example: Nike Football: Time to Stand Up, Who will go all the way? This
incorporates Nike’s tag line: Time to Stand Up, which runs across all platforms, and
incorporates a question to generate involvement; this strategy could be used for a web
banner AD. For my other web AD (skyscraper) You would use a different appeal or,
with the same tag line.
Some strategies used to create a more effective message include but are not limited to:
Use concrete vs. abstract terms, Repeat key points, Use rhythm and rhyme, leave the
audience with an incomplete message, ask audience for a conclusion, give the
audience a reason to listen/pay attention, use questions to generate involvement, cast
the message in terms familiar to your audience to build on points of interest, use
thematic organization
AD Objectives – Indirect or Direct; Elaborate

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Ad Appeal – Health, Emotional, Fear, Sex, Pleasure of Fun, Humor
AD Execution – One or Two sided Message, Comparative Message, Slice of Life
Message, Scientific Message, Testimonial,
Insert your projects below and describe what strategies were used on each, and why
you expect them to be effective. Explain why you used the copy (words) that you
used, and why they will connect your product with your market. All of these should
be incorporated into your presentation as well.
Print 1 Billboard
The billboard was something that took a lot of editing and shuffling. Like
stated in the presentation, my strategy for this ad was not to pledge allegiance to any
one school or college town. The hardwood background relates to basketball in every
way. The tagline “No Assist Necessary” describes how once you grab a Lindsay’s
Soda, you will not want to share it. This ties into the ad and basketball in that the
player in the ad is doing a dunk and when you pass or share the ball in basketball you
record an assist so that’s the link between my campaign and basketball. Following
that, instead of just saying plain “The official soda sponsor of NCAA Basketball”, I
went with “The official smarter choice of NCAA Basketball”. However it was then
brought to my attention that something along the lines of “The Official Smarter
Choice of NCAA Basketball Fans”. I would run this billboard during the college
basketball season starting in late October and I would position it within 5 miles of
college campuses on main roads and highways.

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Print 2 Magazine
This is an ad I was supremely proud of. The hardwood background was
consistent to the billboard advertisement. I looked up what Coca-Cola does for the
NCAA basketball and that is where I got the idea for the 2016 Final Four giveaway. I
grabbed the 2016 Final Four logo online and put it in the centre of the advertisement.
I then came up with what I wanted to giveaway in the advertisement and figure out
the call to action which was visiting our website and learning about the soda and
where to find the soda. By purchasing a beverage, you could enter your code on our
website for your chance to win the trip. I would run this ad from start of the New
Year up until when Conference tournaments start. I would run this magazine
advertisement in Sports Illustrated, ESPN Magazine, Slam Magazine and Fantasy
sports periodicals.
Web 1 Facebook

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This was a very fun advertisement for me to create. Although I think I kind of
faltered by not including what it was I advertised I was still very proud of what I
created. Using the consistent hardwood background and color-scheme I created an
almost full basketball court on the Canva app using only generic shapes. I then put
the Lindsay’s Soda center court and put the NCAA basketball logo near the free-
throw lines. My Facebook Ad would be run to interest groups such as people who are
into fantasy sports, other sports, the NBA draft, healthy eating, working out and being
active, and even playing gambling apps such as Texas Hold ‘Em and Slot Machines.
I would air this ad at all times because it does not refer to a specific time or event.
Web 2 Banner
Once again, the hardwood background plays a special role in my
advertisement. It was really simple to use and offered a good backdrop to make my
colors bounce off the screen. In the left portion of the screen I added my logo and on
the right I added the NCAA Basketball logo. The header, “Basketball Fans!” would
draw in the reader with the bright blue font and then underneath that, it says “Click
here for a special offer” with a lime green radio button that would direct them to my
site. Once they clicked on that, they would receive a buy one get one free offer and
then learn about my Final Four giveaway. This would run at the start of the New
Year, and then it would pair with the giveaway after the start of the New Year. It
would be offered to people who have the same interests as the Facebook
advertisement. I also used a consistent, informal font for the entirety of my
advertisements that was called, “Permanent Marker” on Canva. All of the visual
advertisements were made on www.Canva.com.
Radio
The strategy behind my radio advertisement was to split them into 30 second ads.
With the first directed primarily at college basketball fans, and the second appealing
at anyone. The first one included Pump up the Jam instrumental by Technotronic in
the background and basically advertised what was said in my magazine ad which
provided more consistency in my campaign. The second ad simply gave a
background of my product and gave a link to my website to learn more about my
product. It also had Seven Nation Army instrumental playing in the background by
the White Stripes. For the first ad I would run it on Sirius XM music and sports
channels and Pandora Radio. The second one I would run on all channels I could
possibly find but to target my demographic, I would air it on EDM, hip-hop, 80’s, and
country stations on Sirius and Pandora.
1st 30 Second Advertisement
Space Jam Theme Song for the duration of the Ad
*Male voice, early 20’s/College-aged

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Attention college hoops fans! How would you like to attend this upcoming Final
Four? You and 3 guests of your choice can win a prize package to attend the 2016
Men’s Final Four in Houston, Texas. Your prize package includes tickets to both of
the Final Four games, the National Championship and an all expense paid stay at the
Four Seasons Houston courtesy of Lindsay’s Soda, the official smarter choice of
College Basketball. All you have to do is purchase a naturally refreshing Lindsay’s
Soda from your local gas station or supermarket, and enter the twelve digit code under
the cap on the Lindsay’s Soda website. For more information, and participating
locations visit us on the web at www.LindsaysSoda.com.
2nd 30 Second Advertisement
SevenNation Army Instrumental by the White Stripes playing for the duration
of the Ad
*Male Voice, early 20’s/College-aged
How refreshing does an ice cold soft drink on a hot summer day? How much more
refreshing does it sound without the side of guilt that other soft drinks bring? Here at
Lindsay’s Soda, we believe that it is possible to have a truly healthier alternative to
other soft drinks. Made with all-natural ingredients, and no artificial sweeteners that
other zero calorie sodas offer, Lindsay’s Soda truthfully is Naturally Refreshing in
every way possible. For more information about our line of soft drinks and the
natural ingredients we use, please visit us on the web at
www.LindsaysSoda.com. Lindsay’s Soda, Naturally Refreshing.
Video
My video contains a slam dunk montage from the 2012-2013 season of a
bunch of college basketball players. An interesting point brought to me is having
current players in the highlight film which could be an issue and an error on my
behalf. But my video basically describes my product and offers my website to learn
more about the product. It also contained the Seven Nation Army song to provide
more consistency amongst the ads. I would like to run this ad on ESPN, CBS, and

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conference networks such as the SEC Network, B1G Network, ACC Network, etc. I
would run it before the season began to get fans excited about the upcoming season.
Lindsay's Soda Multi-media Ad
Marketing Plan
1.1 Mission Statement
What we want to do at Lindsay’s Soda is change the soda industry forever. We have
an all-natural, zero calorie soda with no artificial ingredients or preservatives. This
will ultimately lead to the downfall of our competitors with their use of artificial
ingredients and preservatives.
2.0 CurrentMarketPosition
Our current competitors are Coca-Cola and Pepsi primarily. Like stated before, what
sets us apart is the fact that our product is all-natural. This all-natural ingredient idea
has seen a skyrocket of popularity in the last decade or so and seems to still be
trending upward. With our target demographic being those that are in college, we
plan on helping eliminate the idea of the ‘Freshman 15’ and provide a healthy, all-
natural alternative to other soft drinks.
2.1 Product
Lindsay’s Soda provides numerous flavours of our base soft drink. Since we are a full
zero-calorie brand, there is no use for a diet soda. So we have our cola flavour, grape
flavour, orange flavour, apple flavour, lemon-lime flavour, root beer, Professor
Lindsay flavour (Dr. Pepper competitor), and a strawberry flavour.
Competitors: With our normal flavours like cola, lemon-lime, and Dr. Pepper
competitor our competition would be Pepsi and Coca-Cola. But with our uncommon
flavours such as apple, orange, grape, and strawberry, we will be looking at not only
competing with Pepsi and Coca-Cola, but with companies such as Fanta and Faygo.
But those other companies are filled with artificial ingredients and loaded with sugar
so our all-natural and better tasting product will not only taste better, but feel better.
2.2 Place
Lindsay’s Soda will be stationed in beautiful downtown St. Petersburg, Florida.
Paired with local microbreweries such as Green Bench Brewing and Three Daughters
Brewing, we will help contribute to local businesses and economy that are flourishing
in the city currently. We will have our office in an older-style building downtown just
as these breweries are doing, and will run our products from there. It will be open to
the public and free samples will be given to whoever wants them. We will sample
them to local bars downtown such as World of Beer (possibly creating alcoholic sodas
in the future), Five Bucks Drinkery, MacDinton’s, Mastry’s, Push Ultra Lounge, and
other places that would want to sample our soft drink with or without liquors.
2.3 Price
Obtaining all-natural ingredients does not come easy, thus our soda will have to be
slightly more expensive than your average Coke or Pepsi. These are our goals for
pricing policy:

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 Slightly higher priced to make up for cost of goods.
 Priced for any customer with it only being within $0.25 more expensive.
 Priced right for the quality against our competition.
 Discounts offered when buying single bottles at a time.
 Promotions and Giveaways
2.4 Promotion
The billboard ad will be placed in cities such as Durham, North Carolina, Lexington,
Kentucky, and Madison, Wisconsin. I chose these locations because they house three
powerhouse programs from the past year with Duke winning it all in 2015. They will
be effective because we are a sponsor of NCAA Basketball and these towns love their
basketball teams. They will reach our target market because for example, the Duke
fans, also known as ‘Cameron Crazies’ will support anything their basketball team
does.
For the magazine ad, I chose ESPN the Magazine, Sports Illustrated, and Slam
Magazine. I would run these ads from January up until March. I expect them to be
effective because my promotion comes with a very lucrative prize package. I do not
know of any fan of the sport that would not want to win tickets, airfare, and lodging to
see the Final Four or National Championship game.
The banner ad will be run on websites such as espn.com, cbssports.com, ncaa.org, and
the Yahoo! Fantasy Sports website. These will be effective because they reach the
needs and wants of college basketball fans such as following sports and participating
in Fantasy Sports such as the Tournament Pick ‘em challenge.
The Facebook ad has previously been described in who we want to target. Fans of
fantasy sports, fans of the NBA and people who are interested in higher education,
working out and being active, eating healthy, playing video games and shopping for
active clothing would be targeted using those tags.
For the radio ad, I would pick Pandora stations and Sirius XM stations. My listening
audience would be adults driving home from work, and students listening to Pandora
while hanging out after the day, or doing homework. I will run this ad in the late
afternoon because of the above premises.
My TV commercial will run on ESPN and College Network Channels such as the
SEC, B1G, ACC, etc. I will run this advertisement in primetime EST. This
commercial would air before the season starts so it would maybe occur during a
college football analysis show on both of these channels. I think this will be effective
because of the nature of the video, it will get fans excited for the up and coming
basketball season.
2.5 People
Lindsay’s Soda is open to those who have experience in the soda brewing industry,
and those who are fresh out of college and are in need of a career. Lindsay’s Soda
prides ourselves in giving jobs to those who need experience and welcome graduates
with open arms. Lindsay’s Soda welcomes college graduates with degrees in
accounting, marketing, chemistry, and business.
The priority areas for staff training will be:
 Financial accounting
 Brewing the beverages
 Managing the floor

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 Sales
 Communication
 Promotion
 Using machinery and monitoring ingredient usage
 Customer Service
3.0 Marketoverview
Lindsay’s Soda will heavily depend on the internet in its marketing campaigns. We
will use our stunning visuals to our advantage. We will use an encrypted Cloud to
keep track of all files that are accessible on company issued iPads. All of those that
are employed in the business aspect of the company will have iPads with the latest
document technology and email. Our sales team will also be equipped with a card
swiping machine that attaches directly to the iPad to make the transaction aspect go
quickly and smoothly, in person.
We will always have a leg up on our competition in that we will be using the latest
technology to go along with the all-natural ingredients in our products. It seems that
every day the big name companies are coming out with zero-calorie or healthier
alternatives to their main products. But are they healthier when they contain artificial
ingredients and syrups that can be less healthy than the average soft drink? This will
give us the advantage the other companies match what we can do. Our soda varieties
will be slightly more expensive than the big name sodas, but the benefits they bring
will be worth it to the consumer.
Another interesting aspect to our company is that it bolsters the local economy of St.
Petersburg, Florida. Located in the downtown portion of the city, it will team with
local breweries to promote a local economy aspect of business. However, this does
not mean that it will market and promote in the city, it will do that nationwide.
4. SWOT Analysis
A SWOT (strengths, weaknesses, opportunities and threats) analysis can provide a lot
of useful information for a business. It can give direction to the business and its
marketing strategies. The results need to be concise, relevant and interesting. The
report should be easy to read and give a clear understanding of the business aims,
and key issues and objectives should flow from it easily.
Some factors to consider in a SWOT include:
 unique characteristics of the business/product/service
 amount of money available
 existing client base
 suppliers and distributors
 price structure
 profit margins
It isn’t always easy to conduct a SWOT analysis on your own business, but there are
outside businesses and consultants who can help. In a larger business or one offering
multiple products and services, it may be easier to analyse each product or
department independently.

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4.1 Strengths
Strengths of Lindsay’s Soda:
 Small, close-knit feel within the company
 A goal of providing a healthy alternative to people
 Financial stability
 Consistent, trustworthy supplier
 Production of revenue to the local economy
 A will to make the world better and healthier
 Local business partners
4.2 Weaknesses
Weaknesses of Lindsay’s Soda:
 New to the industry
 Small warehouse
 Lack of new equipment and facility
 Big name competition
 Lack of a sufficient marketing team
4.3 Opportunities
Opportunities for Lindsay’s Soda:
 Bolster local economy
 Change the industry
 Make the nation a healthier place
 The rise of popularity in more healthy eating and drinking
 Being the sponsor of such a popular sports industry
 Potential for expanding into other cities
4.4 Threats
Overcoming these threats will be crucial for Lindsay’s Soda:
 The popularity of big name soft drink companies
 Lack of all-natural ingredients at all times of the year
 Potential for a lack of economic digression
 Increase in a cost of all-natural ingredients
 A decrease in the demand for soft drinks
4.5 Key issues
Example
From the SWOT, the important issues to consider are:
 inexperience and lack of brand awareness
 sufficient funds for projections but limited resources for growth
 keeping projects affordable if materials costs increase unexpectedly
 need to gain knowledge in recruiting and managing staff

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4.6 Key opportunities
Example
From the SWOT, the key opportunities include:
 a dedicated customer service team that will always put Lindsay’s Soda ahead
of the competition
 Making the world a healthier, better place
 Our partners in local business, our brewery friends will help spread word of
mouth advertising
 A continued rise in the need to be a healthier person
4.7 Competitor Analysis
Example
Lindsay’s Soda’s competitors are mainly the Coca-Cola Company and the Pepsi
Company. These big names provide healthier alternatives but not quite as healthy as
the ones we offer.
Coca-Cola is the foremost popular soft drink company in the world and will be a stiff
competitor.
Coca-Cola
Strengths:
 Established and popular soda company
 Known globally
 Have a variety of products that are very popular wherever you go
 Advertising
 Word of Mouth
Weaknesses
 Does not have an all-natural drink
 Do not have a local affiliation as far as production is concerned
 Lack of the homely and close-knit feel
Opportunities
 To compete with us and create an all-natural soda
 Advertise globally
Threats
 A company with a more natural ingredients
 The obesity threat in the United States
 Losing business to companies that are going for a more natural and close-knit
feel to partner with
5.0 Assumptions
This plan is based on the following assumptions:
 Lindsay’s Soda is only a local business
 The soda industry is faltering
 We only plan on teaming up with one sports industry
 All-natural ingredients do not mean healthier

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6.0 Objectives
Your marketing objectives should be based on understanding your strengths and weaknesses and the
business environmentyou operate in. They should also be linked to your overall business strategy.
Marketing objectives don'tjust involve trying to make more sales.Your objectives can be aboutcreating
awareness, developing interest,motivating people to trial your business or getting clients to return to
you.
You may have more than one objective,butifso, make sure thatthey are consistentwith each other. If
the objectives aren'twell suited,you may want to change one or perhaps delay one until you have
achieved the first.
Remember to make your objectives SMART (Specific,Measurable,Attainable,Realistic,Tangible).
Make your objectives with high targets as they can be broken into action tasks in the Action Plan
sections of the plan.
1. Advertise to other sports industries and partner up with local sports franchises
such as the Tampa Bay Rays, Tampa Bay Lightning, Tampa Bay Rowdies,
Tampa Bay Buccaneers and local colleges.
2. Reach out to local businesses and bars to help promote my product.
3. Become known as one of those businesses that is close-knit and is ethically
right.
7.0 Strategy
We will fulfil our marketing objectives by always being friendly and offering
advantages in partnering with us. By partnering with Lindsay’s Soda, you will not
only gain a trusted partner but we will promote your business as we would our own.
We will always hire employees that know what is ethically right, and will put the
business first and always work hard.
7.1 Strategy Introduction
By having partners in another industry, such as the beer industry, we can market hand
in hand. Our companies can be intertwined in that bars will carry our partners beers,
and will use our soft drinks whether they be by themselves in a restaurant feel, or used
as mixers with liquors. Granted, the idea of having an all-natural soda mixed with
liquor kind of defeats the purpose but it does make it slightly healthier.
The proprietors believe that partnering up with such successful businesses can only
help boom the business upward. By marketing to businesses that don’t quite know
who we are, with our friendly approach and successful references, there is nowhere to
go but to the top.
7.2 Target market
Our target market is as follows:
 young adults who want to live a healthier lifestyle
 people who enjoy advocating for small businesses
 those who drink zero-calorie sodas and want something more-natural

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 young adults who go out to dinner or to bars
 middle-aged adults who also want to cut out the artificial sodas
 middle-aged adults who want to live a healthier lifestyle
7.3 Positioning statement
Lindsay’s Soda- Naturally Refreshing
Lindsay’s Soda is a tight-knit group who wants to make the world a better place and
help people achieve their goals without having to sacrifice soft drinks.
Lindsay’s Soda has successful business partners who fully support our cause and
work in hand in hand with the growth of our companies.
7.4 Branding strategy
Lindsay’s Soda will build our brand with our bright, popping colours and simplicity in
our advertisements. Having such a lucrative prize package will help bring brand
awareness in that having our name advertised on such a big stage will bring even
more revenue to our company.
Our marketing team has helped create a consistent, simple and stunning
advertisements that will bring awareness to our company with the help of our partner,
NCAA Basketball.
7.5 Product strategy
Lindsay’s Soda offers a new, all-natural, more refreshing soft drink that will change
the industry forever. This is our USP.
With our close-knit feel, and care for local economy, we will become a cornerstone
company for people to get to know and support.
With any company there is always room for growth. With our variety of flavours, we
could easily team with a liquor company to create a cocktail that could be sold in bars
and markets anywhere.
7.6 Pricing strategy
Lindsay’s Soda’s pricing policy is:
 Being slightly more expensive than big name soda companies
 Having to make our soda more expensive only covers the cost that it takes to
bring in all-natural ingredients
 Expanding our drinks into bars and restaurants not only causes a fluxuation in
the price at the establishment, but helps bring in more of a profit for us.
7.8 Promotional strategy
Public Relations- by offering specials to our potential customers and by advertising
our all-natural soda, we will bring in more revenue. By having our product in
businesses everywhere, it will then create even more brand awareness.

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Advertising- Our simple, clean, consistent advertisements will help market our
product effectively by reaching our market where we advertise. Our target market
wants healthier, they want simpler so our advertisements and products follow into that
description
Promotion-By running more promotions like the one for the Final Four, we will
generate more revenue by people wanting to win the prize package. Having more
promotions such as that will help create more brand awareness.
Packaging or Personal selling- our packaging strategy is like that never seen before.
Our colour scheme will change based on the type of soda, but the same default logo
scheme will be used. For example, our default Lindsay’s soda lime and blue logo
would then be red and green for a strawberry flavour for example. Or purple and lime
for a grape soda. They will not be busy with all sorts of crazy designs like some
competing products, they will be simple and to the point, and provide a story and
mission on the can.
7.8.2 Advertising strategy
Lindsay’s Soda will advertise on a large scale with the help of our corresponding
sport, NCAA Basketball. We will advertise on the web on social media sites and
sports network sites. We will advertise with free samples in public with
accompanying flyers with special offers.
Our advertising campaign will be reviewed semi-annually to see if what we are doing
is truly working.
7.8.3 Direct marketing strategy
Lindsay’s Soda will use the following direct marketing strategies:
 mailing flyers to addresses in the community
 create a monthly Facebook post that offers a special offer
 giveaway mini-basketballs with our social media sites stamped on them
 giveaway tickets to local sporting events by buying a certain amount of
product
7.8.4 Sales promotion strategy
Lindsay’s Soda will offer some sales promotion tools, including:
 buy one, get one free cases of soda the first quarter of being open
 raffles for tickets by buying our soda and giving an email address
 including a 13th soda to a 12 pack of a random, different flavour of soda
7.8.5 Sales strategy
Our sales staff will go around to bars and restaurants that could potentially want to
have our product in stock.
We will also have an inquiry section on our website that businesses and bars would
fill out to request information and samples in order to see if they want to carry our
product.

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We will have tents outside of major sporting events to give out samples and
giveaways to help increase brand awareness.
7.8.6 Packaging strategy
Our packaging strategy is simple, short and sweet, just like our advertisements. We
will have a consistent logo with a corresponding colour scheme to accompany the
flavour of the drink. No crazy or outlandish designs.
7.8.7 Partnership
Local bars, breweries, organizations and restaurants such as:
 Five Bucks Drinkery
 World of Beer DTSP
 Bella Brava
 Green Bench Brewing
 Three Daughters Brewing
 St Pete Brewing Company
 Cycle Brewing
 MacDinton’s
 The Avenue
 Tampa Bay Rays
 FC Tampa Bay
 University of South Florida
7.9 Services marketing
As of right now, Lindsay’s Soda does not provide a service, only tangible products.
Perhaps in the future, we could market a soda brewing school.
7.9.3 Physical evidence
Lindsay’s Soda will offer social media contests with people drinking our beverages
and take pictures at local events with our products.
Our staff will wear lime green with the company logo if they are brewing the
beverages. The inside staff (managers, accounting, secretaries, marketers) will all
wear royal blue with the company logo. Security will wear black with the company
logo. We will also offer gift certificates and soda brewery tours to customers. The
company cars will be bright lime green with a roof ornament in the shape of our logo.
We will advertise what we offer along the sides of the car.
At Lindsay’s Soda we will offer guaranteed satisfaction or a full refund. We are very
confident that our all-natural, refreshing soda will be the best you have ever had and
you will never want to switch back.