Credit Morgan Thompson, tara keogan, randi richards albero berul

1. SERIOUSLY GOOD ICE CREAM
morgan randi tara albero natalie

2. 1) Create a brand identity that stands out
2) Drive trial for initial purchase
o b j e c t i v e s
d e l i v e r a b l e s
Tagline
Logo
packaging
Paid
Owned
Earned media
plan
Target
persona
Elevator
statement

3. INDULGERS
M I L L E N N I A L S
ONE SCOOP
WONDERS
4 5 +
S e r i o u s l y d i f f e r e n t t a r g e t s
B U Y I C E C R E A M
C O N S I S T E N T LY
M O R E D I S C R E S I O N A R Y
I N C O M E
S E E I C E C R E A M A S
PA R T O F A W E L L
R O U N D E D M E A L
A W A R E F I B E R C A N TA S T E
G O O D
S E E K S O U T T H E H E A LT H
B E N E F I T

4. “In order to be
remembered in a
crowded marketplace, it
helps if your business
has a trait that is worth
remembering.”A u t h o r , T H E O D O R E L E V V I T
O N U S P s

5. OUR ADVERTISING
WILL CONVINCE ONE
SCOOP WONDERS
THAT
ICE CREAM WITH
FIBER IS A THING, AND
IT’S SERIOUSLY GOOD.
E L E VAT O R
S TAT E M E N T

6. Seriously flavorful,
Seriously fiberful,
Seriously
good.
S e r i o u s l y g o o d t a g l i n e

7. S e r i o u s l y g o o d B R A N D
WHO ARE
WE?
TELL IT
LIKE IT ISFU N N Y
D AD J OKES
TR U STW OR
TH Y

8. S e r i o u s l y g o o d C R E AT I V E
S T R AT E G Y
Build USP awareness
Establish the name
MAKE IT FUN

9. S e r i o u s l y g o o d 2 m o n t h M E D I A S T R AT E G Y
EAR
NED
OWN
ED
PAID
$26,072

10. S e r i o u s l y g o o d M E D I A
S T R AT E G Y
OWN
ED

11. S e r i o u s l y g o o d M E D I A
S T R AT E G Y
OWN
ED

12. S e r i o u s l y g o o d M E D I A
S T R AT E G Y
OWN
ED

13. S e r i o u s l y g o o d M E D I A
S T R AT E G Y
OWN
ED
P r o v i d e n c e f l e a
H o p e s t . f a r m e r s
m a r k e t
P a w t u c k e t
f a r m e r s m a r k e t
B r i s t o l f a r m e r s
m a r k e t
N e w p o r t f a r m e r s
m a r k e t
$ 5 0 0

14. S e r i o u s l y g o o d M E D I A
S T R AT E G Y
OWN
ED

15. S e r i o u s l y g o o d M E D I A
S T R AT E G Y
PAID
B R A N D E D + U N B R A N D E D
K E Y W O R D S
$ 1 , 0 0 0

16. S e r i o u s l y g o o d M E D I A
S T R AT E G Y
PAID
L O C AT I O N S n e a r
W h o l e f o o d s +
D a v e ’s m a r k e t p l a c e
8 we e k s X 8 B O A R D S
$ 6 0 0 / s h e l t e r
$ 4 , 8 0 0

17. S e r i o u s l y g o o d M E D I A
S T R AT E G Y
PAID
TA G L I N E
PA C K A G I N G
W H E R E T O
B U Y
S I M P L E

18. S e r i o u s l y g o o d M E D I A
S T R AT E G Y
PAID
Ta r g e t i n g :
A g e 4 5 - 6 0
R h o d e i s l a n d
F i b e r - r e l a t e d
i n t e r e s t s
L i k e s D a v e ' s
m a r k e t p l a c e
Seriously Good Ice Cream

19. S e r i o u s l y g o o d M E D I A
S T R AT E G Y
PAID
R U N O N 3 S TAT I O N S :
+ L I T E R O C K 1 0 5
_ WA D K - A M 1 5 4 0
+ W W B B F M 1 0 1 . 5
( 2 G R P S E A C H )
I N A M + P M D R I V E T I M E
S C H E D U L E
$ 1 8 , 5 7 2 . 5 0

20. S e r i o u s l y g o o d M E D I A
S T R AT E G Y
EARN
ED
S c o o p
a w a y
B e t t e r f o r
y o u
S e r i o u s l y
g o o d

21. S e r i o u s l y g o o d M E D I A
S T R AT E G Y
EARN
ED
SERIOUS
SONGS
FOR
SERIOUS
SCOOPERS
U S E R G E N E R AT E D
C O N T E N T
Seriously Good Ice Cream

22. S e r i o u s l y g o o d 2 m o n t h M E D I A S T R AT E G Y
EAR
NED
OWN
ED
PAID
$26,072= 1,280,000
impr es s ions
R A D I O
O U T D O O R
S O C I A L
G o o g l e a d
w o r d s
L o g o
P a c k a g i n g
I c e c r e a m c a r t
w e b s i t e
s o c i a l m e d i a
S o n g c o n t e s t

23. s e r io u s ly
d e live r in g o n
yo u r o b je c tive s

24. Thanks!( s er ious ly)