Nitty gritty moonstruck marketing plan - spreads

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Nitty gritty moonstruck marketing plan - spreads

  1. 1. MOONSTRUCK CHOCOLATEMARKETING PLAN 2012 CREATED AND PRESENTED BY
  2. 2. The average consumer sees hundreds if not thousands of advertisements perday, most of which they have been conditioned to ignore.  To be successful,brands must reach out to consumers where they least expect it - in the street,in their car, anywhere they would not expect a brand message.At Nitty Gritty, we are a group of similarly forward-thinking creatives andmanagers who work to go beyond the typical means of advertising to reachconsumers through creative non-traditional tactics. Rather than pursuingthe sometimes prohibitively expensive markets of television and print, weutilize the relatively free medium of viral media coupled with creative andprovocative regional campaigns to propagate a brand message on a fargreater scale than the initial investment would garner in traditional ad buys. At Nitty Gritty, we have updated the meaning of full service agency to includethe creative and technological needs of today’s consumer.  We know thattraditional advertising isn’t enough in today’s market and we are willing todo what it takes to adapt because at Nitty Gritty, we get down to it. Nit y Grit y team Erika Rattray Account Manager Craig Batson Public Relations Patrick Holly Copywriter Nicole Shackelford Designer
  3. 3. TABLE OF CONTENTS Executive Summary........................................................................... 7 Scope of Work..................................................................................... 8 Target Audience..................................................................................9 Internal........................................................................................ 10 Consumer.....................................................................................11 B2B............................................................................................... 14 SWOT Analysis...................................................................................15 . What is Moonstruck?....................................................................... 16 Competitive Breakdown.................................................................18 . Strategy................................................................................................ 19 Tactics....................................................................................................21 . Web of Connectivity..............................................................23 B2B Tactics................................................................................25 Internal Tactics..........................................................................31 Consumer Tactics....................................................................35 Budget..................................................................................................52 . Further Investment..........................................................................55 . Specifications.....................................................................................57 Social Media Details.............................................................. 62 Research Index................................................................................. 65 . Our Moonstruck Moments............................................................ 694 5
  4. 4. EXECUTIVE SUMMARY This campaign book represents Nitty Gritty’s recommended multi-channel product launch and Tumbled Chocolate marketing campaign for Moonstruck Chocolate. The Tumbled Chocolate campaign runs from May 1, 2012 to July 31, 2012 and is designed to increase the sales of Tumbled Chocolate and establish a framework for future product launches.   The campaign will be centered on how eating a Moonstruck product has the ability to make any mundane activity a luxurious one. These moments of indulgence are dubbed “Moonstruck Moments”. The campaign will capitalize on the quality of Moonstruck’s products and how that quality has been expertly translated into a small, snackable, everyday treat. Tumbled Chocolate allows consumers to have a Moonstruck Moment in the every day--they no longer have to wait for a special occasion to splurge on a Moonstruck truffle or treat, they can have that same gourmet experience in their everyday routine.   The campaign will focus on two core audiences: consumer and business-to- business and will include a plan for internal pre-launch strategy as well. Nitty Gritty is confident that the three-month Moonstruck Moment Campaign will show both groups how to have their own Moonstruck Moment, and ensure the success of Tumbled Chocolate and any future product launches. Marketing Support Media Channels that are covered in this campaign. Social Media Print & Trade Publications Web Facebook Willamette Week Facebook Ads Twitter Gourmet News OPB.ORG Tile Ad Fancy Food & Culinary Products6 7
  5. 5. SCOPE OF WORK TARGET AUDIENCE Present a turn-key new product launch strategy Define tools/tactics that reach all three channels Outline a long-term support strategy for new product marketing Supply ideas for creating national scale with a local brand INTERNAL CONSUMER B2B8 9
  6. 6. TARGET AUDIENCE: INTERNAL TARGET AUDIENCE: CONSUMER This target audience is directly focused on Moonstruck Chocolate employees. The target audience consists of men and women ages 35-54 that live in the greater Portland area. They are college-educated, work white-collar jobs This audience consists of people from all walks of life, ranging from some in and earn above $50,000 annually. Most are married and have children aged their mid-twenties working in Moonstruck Cafés and others working in the between 7 – 18. This segment heavily relies on technology to connect with Moonstruck factory creating the chocolate. Moonstruck has invested in all these each other and brands.* employees with the hope of having long-term stable workforce. Due to their varying backgrounds they do not share a common set of characteristics except for having a common goal of seeing Moonstruck succeed. - Interested in product stories CHARACTERISTICS: CHARACTERISTICS: - Regularly entertain guests - Like to go out for afternoons and evenings - Have varied interests - Like to shop local - Have a vested interest in seeing Moonstruck succeed - Prefer quality food - Interested in the products they will be working with - Shop at upscale markets as well as chain grocery stores - Social media user - Wine enthusiast * Nielson September 200910 11
  7. 7. AFFLUENT ADAM CHOCOHOLIC CHARLENE PROFILE PROFILE Location: Lake Oswego, OR Location: Portland, OR Age: 40 years old Age: 35 years old Education: College Degree Education: College Degree Status: Married with 2 children Status: Married with no kids Family income: $70,000 Family income: $150,000 Chocolate Affiliation Chocolate Affiliation Personally isn’t a premium chocolate consumer but Is a chocolate enthusiast and purchases Moonstruck purchases Moonstruck as gifts for others and other chocolate brands regularly Motivation Motivation Wants to impress others with premium chocolates for Enjoys premium chocolate on a daily basis special occasions How to reach How to reach - Moonstruck Stores - Local print publications - Local publications - Local news websites - Events (First Thursday) - Local radio - Social Media Story Story Adam is a middle class dad who works to support family. Charlene loves all things Portland--chocolate included. He buys premium chocolate for special occasions, but due Charlene and her husband can be found downtown at local events to his busy schedule, he doesn’t spend time comparing like First Thursday and the Farmers Market. They are always on the brands. He likes buying local Oregon products but product lookout for new things to do around the city. Sometimes she goes price point influences his decision. Tumbled Chocolate is out of her way to buy premium chocolate at Moonstruck Cafés but perfect for Adam because its relative price point is lower generally buys chocolate at upscale markets such as Whole Foods. than Moonstruck truffles while still maintaining the quality Tumbled Chocolates are perfect for Charlene because she is able to he expects. keep them at work and snack throughout the day.12 13
  8. 8. TARGET AUDIENCE: b2b SWOT ANALYSIS This audience consists of many different segments working within the Our research uncovered the following strengths, weaknesses, opportunities food industry. These segments include but are not limited to retailers, and threats for Moonstruck’s Tumbled chocolate. These findings helped distributors, brokers, wholesalers and importers. This group of individuals shape the direction and approach for the campaign. is interested in convenience, value, and quality. Most importantly, they are mindful that this is a consumer driven market and will not buy a product if The creative strategy focuses on optimizing Moonstruck’s strengths and there is no demand. opportunities while reducing threats. CHARACTERISTICS: - Top level decision makers STRENGTHS| | | | | | | | | | | | | weaknesses| | | | | | | | | - Analysts - Trend watchers - Profit driven individuals + QUALITY - PRICE + LOCAL - LIMITED LOCATIONS + HAND-CRAFTED - LACK OF LOCAL AWARENESS opportunitie| s| | | | | | | | threats | | | | | | | | | | | | | + MEMORIES/PERSONAL - COMPETING PRODUCTS CONNECTIONS - AVAILABILITY IN-STORE + CONSUMER ENGAGEMENT + PARTNERSHIPS14 15
  9. 9. WHAT IS MOONSTRUCK? HOW TUMBLED EXTENDS THE BRAND Snackable Larger quantity than other Moonstruck products WHY THIS IS GOOD Tumbled Chocolate has a physical resemblance to popular snack foods and gives consumers a familiar touchstone for which to relate to the product. Provides a middle ground for consumers to enjoy the product in lieu of traditional snack foods. HOW TUMBLED EMBODIES THE BRAND Made with local fruits Handmade High quality chocolate Rich flavor Creative packaging16 17
  10. 10. COMPETITIVE BREAKDOWN THE STRATEGY LOCAL COMPETITORS: Alma Chocolate Farmers market CHANGE THE WAY CONSUMERS ENCOUNTER Regional distributors 1 retail store Online store DePaula Confections Online store Local boutique distribution EXPERIENCE Vosges Chocolate Regional distributors Online store Local partnerships (Rogue Brewery) Corporate gifts (partner with champagne/wine) MOONSTRUCK CHOCOLATE ALMA Chocolate DePaula18 19
  11. 11. HAVE A Tactics MOONSTRUCK20 MOMENT 21
  12. 12. WEB OF CONNECTIVITY This web shows how each element of our campaign connects flawlessly and how each facet relies on each other for support to create the big picture. First Thursday Street Poster Campaign Willamette Farmers Weekly Ad Market Tag Yourself Promo Facebook MOONSTRUCK Visitor’s & Twitter MOMENT Center B2B Ad Hotel Facebook Ads Radio’s Website Website22 23
  13. 13. B2B Tactics24 25
  14. 14. SALES SHEETS CLASSIC COLLECTION: Specialties B2B collateral FACT: In 2010 the average supermarket carried over 38,000 items.* MOONSTRUCK CHOCOLATE DISTRIBUTOR MANUAL IDEA: The idea behind creating a new sales sheet is to highlight information pertinent to new products. This sales sheet will be more reader friendly and visually appealing. Because each channel has its own needs and desires SUMMER & SPRING 2012 CREAM CONE CRITTER 24 PIECE there will be three iterations of the sales sheet, one for each B2B audience The perfect-sized treat. COLLECTION CLASSIC COLLECTION to serve as a mid-sized gift. CLASSIC COLLECTION 310098 310098 The perfect-sized treat. segment: grocery, distributor, and boutique. CLASSIC COLLECTION 310098 AUDIENCE TARGET B2B SWAG - “STUFF WE ALL GET” STRATEGY: Increase new product awareness in B2B channels (A) Create sales sheet that highlights information pertinent to TACTIC: new products (B) SWAG leave-behinds (C) Distribute during in person sales pitch (D) Personalize for each segment (large distributor/boutiques/distributors) MEASUREMENT: Track change in B2B sales resulting from initial sales pitch. Limited Edition Moonstruck Moonstruck Chocolate branded apron “Competition and Marketing.” Food Marketing Institute (2009): n. pag. Web. 24 Jul 2011. Chocolate Moleskine Notebooks <http://www.fmi.org/docs/facts_figs/CompetitionandProfit.pdf>26 27
  15. 15. Trade publications FACT: The readerships of all trade publications included in this tactic are comprised of at least 85% of our target audience. IDEA: Placing advertisements in B2B trade publications specially tailored to Moonstruck’s B2B audience will help increase awareness among B2B channels and lead to increased sales of Moonstruck Tumbled Chocolate and future products. AUDIENCE TARGET B2B STRATEGY: Promote new product awareness among distributors prior to product release (A) Create and place advertisements in trade publications prior to TACTIC: product launch Potential ad for a trade publication MEASUREMENT: Increased distributor product familiarity at initial sales pitch meeting.28 29
  16. 16. CHANGE THE WAY CONSUMERS INTERNAL TACTICS ENCOUNTER EXPERIENCE MOONSTRUCK CHOCOLATE30 31
  17. 17. INTERNAL KICKOFF EVENT FACT: Knowledgeable and enthused staff will be more likely to embrace and promote new products. IDEA: The idea behind this is to get the whole company involved and knowledgeable about Tumbled Chocolate and any future product. The event should be fun and upbeat to engage all tiers of Moonstruck employees. It will educate staff about the “Moonstruck Moment” campaign and encourage them to share their knowledge with patrons in future sales situations. AUDIENCE TARGET INTERNAL STRATEGY: Engage all tiers of the Moonstruck staff in a new product launch and ensure they will be informed evangelists for Tumbled Chocolate and the Moonstruck brand - Moonstruck Moment - Launch Events - Product Story (A) Hold company-wide gathering TACTIC: - Fun, engaging product-centered - Speeches from Chef Julian Rose - Tastings - Information about pairings (wine/cheese) - Educate staff re: product history/backstory - Ingredients and locality32 33
  18. 18. Pic of Julian?? CONSUMER TACTICS34 35
  19. 19. VISITORs CENTER FACT: Tourists often utilize the Portland Visitors Center to gather information about what the city has to offer. IDEA: Moonstruck will target visitors through strategically placed brochures in the visitors center in order to drive traffic to Moonstruck Cafés and increase awareness of the Moonstruck brand as a quintessential Portland attraction. AUDIENCE TARGET CONSUMER STRATEGY: Welcome to Portland! Introducing... Promote Moonstruck Chocolate as a primary destination among Tumbled Chocolate tourists and drive tourist traffic to Moonstruck social media sites It’s a passionate town, with a pension for living in the moment. Fresh Rainier cherries, Northwest blueberries, Oregon hazelnuts, locally roasted coffee beans, malt balls, and Our Moment came one night in 1993 when, on a caramels all covered in the best chocolate money can buy. whim, a Portland husband and wife decided to quit Our Tumbled Chocolates have a knack for innovation their desk jobs and start making chocolate - chocolate that with a respect for tradition. They are made in the spirit of captured the Portland spirit of quality and craftsmanship. the earliest confectioners from Egypt who rolled fruit and (A) Place a moonstruck brochure in Visitor Center TACTIC: nuts in sugar to give them a sweet outer coating. Nearly two decades later and we’re still doing chocolate the same way: by hand, and with the best ingredients Nowhere else can capture our passion for quality quite like around. From our sea salt caramels to custom truffles, Portland, the city where craftsmanship is something to be we have remained dedicated to making innovative respected and exceptional quality is a requirement. sweets and making them well. Come in for a free sample and have your own Moonstruck Moment because after all, words can only say so much MOONSTRUCK LOCATIONS: while a taste speaks volumes. NW PORTLAND DOWNTOWN 526 NW 23rd Ave. PORTLAND Portland, OR 97210 608 SW Alder St. 503.542.3400 Portland, OR LAKE OSWEGO VILLAGE 45 South State St. Lake Oswego, OR 97034 503.241.0955 PIONEER PLACE 700 SW Fifth Ave. Stay Informed! 503.697.7097 Portland, OR 97204 503.219.9118 facebook.com/moonstruckchocolate BEAVERTON 11705 SW Beaverton- Hillsdale Highway @MoonstruckChoc Beaverton, OR 503.352.0835 MEASUREMENT: Track in-store foot traffic and total sales at Moonstruck Cafés. Unique brochures to be placed in the Portland Visitors Center.36 37
  20. 20. HOTELS FACT: The summer months are the peak season for hotels and tourism.* IDEA: In order to drive sales of Tumbled Chocolate and foot traffic to Moonstruck cafes we will take a three-pronged approach to customer- brand involvement within the rooms of the two Portland-based Kimpton Hotel properties. The initial campaign will run for 30 days and be measured to determine if it should be spread to a regional or national level. Have a Have a AUDIENCE TARGET Moonstruck Moonstruck CONSUMERSkc hoco l at e . c o M Moment Moonstruckchocolate.co M Moment STRATEGY: Place Moonstruck products and information in high-end hotels in the Greater Portland AreaCK LOCATIONS: MOONSTRUCK LOCATIONS: (A) Place Moonstruck Chocolate on pillows TACTIC:NW PORTLAND DOWNTOWN NW PORTLAND526 NW 23rd Ave. PORTLAND 526 NW 23rd Ave. (B) Place Tumbled Chocolate in minibarPortland, OR 97210 608 SW Alder St. Portland, OR 97210503.542.3400 Portland, OR 503.542.3400 (503) 241-0955 (C) Brochures in roomLAKE OSWEgO VILLAgE DOWNTOWN LAKE OSWEgO VILLAgE45 South State St. m ad e b y PORTLAND - 45 South State St. m ad e b y (D) Pilot program will run in Greater Portland Area for 30 days han d i n han d i n ake Oswego, OR 97034 PIONEER PLACE Lake Oswego, OR 97034 and then be evaluated to determine if it should be spread to Por tlan Por tlan503.697.7097 700 SW Fifth Ave. 503.697.7097 d Portland, OR 97204 503.219.9118 d a regional or national levelVERTON BEAVERTONrton-Hillsdale Highway 11705 SW Beaverton-Hillsdale Highwayerton, OR Beaverton, OR352-0835 (503) 352-0835 MEASUREMENT: Track minibar, online, and café sales during pilot program. Brochures to be placed in hotel rooms that resemble Moonstruck’s award-winning packaging “Economic Impacts of Travel, 2010 Portland, Oregon.”DEAN RUNYAN ASSOCIATES. N.p., 1/5/2011. Web. 9 Aug 2011. http://www.travelportland.com/about-us/research/research-pdfs/ economic-impacts-of-travel-2010. 38 39
  21. 21. FARMERS MARKET FACT: The PSU Portland Farmers Market averages 12,000 customers every Saturday.* IDEA: In order to reach food and health conscious consumers Moonstruck will operate a booth within the farmers market at Portland State University. This will reinforce the Moonstruck brand as a Portland staple, promote sales, and allow Moonstruck to have a controlled encounters with a large number of consumers. AUDIENCE TARGET CONSUMERS 1 - Increase brand awareness among local target demographic/tourists STRATEGY: 2 - Create a launch pad for new products 3- Promote First Thursday event and direct traffic to Moonstruck social media sites (A) Open booth at PSU Farmers Market TACTIC: (B) Display promotional brochures with links to Moonstruck social media sites (C) Display First Thursday event Poster (D) Use Moonstruck’s Facebook page and Facebook advertisements to promote the launch of new products (E) Direct traffic to Facebook page with promotional additions to print collateral MEASUREMENT: Measure the sales and brochures taken at the booth over the season. Oregon Farmers Market Assoc. “Portland Farmers Market.” Aug. 7, 2011. Quoted from E-mail.40 41
  22. 22. OPB’S WEBSITE: OREGON PUBLIC BROADCASTING ADVERTISEMENTS FACT: Oregon Public Broadcasting is ranked among the most popular stations for Portland area listeners ages 35-54 with an average annual income of $50,000-$70,000.* IDEA: Promote new products by advertising on Oregon Public Broadcasting’s website for a minimum of four weeks. This will reach our target demographic and because OPB limits the amount of advertisements on it’s website, Moonstruck’s buy will have less competition and therefore yield a higher return on investment. The advertisement will link back to Moonstruck’s website which will be promoting Tumbled Chocolate on its homepage. WEBSITE: www.opb.org AUDIENCE TARGET CONSUMERS STRATEGY: Increase awareness of new Moonstruck products among the target audience TACTIC: (A) Place ads on the Oregon Public Broadcasting website to promote new Moonstruck products MEASUREMENT: Measure the number of impressions during the run period as well as the click-through-rate and track the online sales during the run period. “The Media Audit- Media Profile Report.” International Demographics 18/5/2011. n. pag. Screenshots of a Moonstruck web advertisement International Demographics . Web. 5 Aug 2011.42 43
  23. 23. STREET CAMPAIGN FACT: Due to its central location and proximity to popular shopping centers and attractions, Pioneer Court House Square is a hub for both local and tourist foot traffic. IDEA: Moonstruck will increase buzz about the Moonstruck brand and its new Tumbled Chocolates through a Street Campaign and PR push. The campaign will focus on the “Moonstruck Moment” theme and explaining PIcture of craig and erika?? how the concept relates back to the Moonstruck brand. A photographer will be taking photos of participants during the event and participants will be encouraged to tag themselves in the photos posted on Moonstruck’s Facebook page. AUDIENCE TARGET CONSUMERS STRATEGY: 1 - Garner public understanding and media coverage of the “Moonstruck Moment” concept 2 - Increase awareness of Tumbled Chocolate and First Thursday event Our vision of a Moonstruck Moment in Downtown Portland TACTIC: (A) Set up a booth in Pioneer Courthouse Square focused on offering members of the public Moonstruck Moments (B) Complementary back rubs (C) Butler serving tumbled chocolate samples (D) Collaborate with local media to get coverage of event (Channel 8) (E) Tie into holidays i.e. national random act of kindness day (F) Hire photographer to document event and post photos on Moonstruck Facebook page (G) Encourage people to tweet “I just had a #MoonstruckMoment” MEASUREMENT: Track Moonstruck related tweets and the increase in subscriptions to Moonstruck’s social media sites. Track media coverage of44 event over traditional mediums. 45
  24. 24. Join Moonstruck Chocolate The Making of a MoonsTruck MoMenT -for- FIRST THURSDAY LAUNCH EVENT FACT: 62% of people visiting the First Thursday website are 35 years or older and 64% have a college degree with an income within Moonstruck’s We will be celebrating the release of our new Tumbled Chocolates target range.* With an ode to the art of chocolate making IDEA: Host an art show during First Thursday and use it as a launch event for new products. The event would be themed “Making of a Moonstruck Guests will be treated to one of a kind truffles and custom Tumbled Chocolate wine pairings from Moment” and will feature one of a kind truffles decorated live by Chef local vintner Twist. Julian Rose as well as custom Tumbled Chocolate wine pairings from local vintner, Twist. A photographer will be documenting the event in order to generate content for the Moonstruck Facebook and website. July 05, 2012 Gallery AUDIENCE TARGET CONSUMERS 6:00pm -10:00pm STRATEGY: Create awareness of new product among key consumer demographic and media outlets STAMP (A) Host an art show featuring the “Making of a Moonstruck TACTIC: Moment” during First Thursday (B) Custom Tumbled Chocolate wine pairings with local vintners (C) Promote event with in-store poster MEASUREMENT: The results will be measured in overall event attendance, JAMIE SEXTON increase in sales of Moonstruck products at event, and increase of 2453 1st Avenue Facebook Likes. Portland, OR 92705 “Quantcast.” N.p., 5/8/2011. Web. 5 Aug 2011. http://www.quantcast.com/.46 Invitation for our First Thursday event. 47
  25. 25. SOCIAL MEDIA: FACEBOOK FACT: Facebook is the second most popular site among adults aged 35-54 in the Portland Market.* IDEA: Use Moonstruck’s Facebook page and Facebook advertisements to promote the launch of new Moonstruck products. In addition to initial audience reach, Moonstruck will be able to utilize the resulting influx of fans to sustain long-term brand awareness and promote future events. AUDIENCE TARGET CONSUMERS STRATEGY: Increase awareness of new products among Facebook users (A) Implement social media promotional campaign to engage TACTIC: online users (B) Content calendar (C) Place Facebook ads to spread awareness of new products (D) Create custom landing page for users that click Facebook ads (E) Direct traffic to Facebook page with promotional additions to print collateral MEASUREMENT: Use Facebook Analytics to track Facebook page traffic and click-thru rate and increase in sales. “The Media Audit-Media Profile Report.” International Demographics 18/6/10 .n. pag. International Demographics . Web. 5 Aug 201148 49
  26. 26. Product Launch: Social Media Editorial Calendar OVERVIEW: When launching a new product, Moonstruck Chocolate Co. PUBLIC RELATIONS FACT: According to the 2011 Edelman Trust Barometer overall global trust must take advantage of its pre-existing fan base on social networking sites. has increased since 2010. This includes businesses, media and government.* This editorial calendar provides a guide for social media posts during the product launch. The calendar is focused on promoting new products via IDEA: Send press releases and pitch letters to media outlets promoting the Facebook but it is recommended to apply the same content themes to release of new Moonstruck products in order to get media coverage. The letters other social networking sites such as Twitter. will give information about new products, offer tours of Moonstruck’s factory, Moonstruck should post one to two comments/posts on their Facebook and interviews of key Moonstruck personnel. This will garner media coverage, page per day and tweet one to four times per day on Twitter. To capture create content for social media, and promote sales of Moonstruck products. the largest audience Moonstruck should post/tweet during morning hours around 9 AM, during lunch at 12 PM, and little after work hours at 5:30 PM. SUNDAY MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY AUDIENCE TARGET B2B CONSUMERS Phase One Teaser Fan Guessing Fan Guessing Hype Facebook Ad: Hint Hint Campaign Teaser STRATEGY: Announcement Stay Tuned Product Event Product Description Announcement Description Increase media coverage of Moonstruck Phase Two Facebook Ad: Blogger How it’s Made Event Show Change Pictures Article Video Details Excitement (A) Reach out to members of the media with press releases TACTIC: Comment on it of Event and pitch letters (traditional journalists, bloggers, etc.) (B) Grant interviews and give tours to journalists and bloggers Phase Three Employee Employee Event Show Facebook Ad: that ask for them Testimonials Testimonials Reminder Excitement Favorite Memory of Event (C) Post press releases to Moonstruck’s website Phase Four Where to Buy Show Reminder Like for Event Ask for (D) Post coverage to Facebook page Facebook Ad: Product Excitement of Event Custom Landing Event Page Recap Feedback Product Customer Customer Customer Customer Customer MEASUREMENT: Track media coverage of Moonstruck. Feedback Testimonials Testimonials Testimonials Testimonials Testimonials Media Reviews Media Reviews Media Reviews Media Reviews Media Reviews “2011 Edelman Trust Barometer- Key Findings Presentation.” 2011 Edelman Trust Barometer. StrategyOne, 1/1/2011. Web. 10 Aug 2011. A MORE DETAILED CALENDAR CAN BE VIEWED IN THE INDEX ON PAGE 60.50 51
  27. 27. 53 $100 Print/Photo Work $5.00 lbs (3 Events) $445 Rent Option 2 Based on 20 Cents 3 Prints Print 1/2 3 Prints Print 1/2 $54.99/case Box of 250 $5.00 lbs. .40 Each .40 Each .40 Each .44 Each .20 Each 4 Times BASIS Free (pitch) $52,000 $439.92 $2,000 $2,000 $2,000 $2,000 $2,400 $3,500 $9,450 $3,048 $12,915 PRICE $1, 524 $1,500 $1,500 $1,650 $1,335 $400 $400 $900 $500 $500 $500 $240 $750 $475 $50 $30 $20 $66 $55 100lbs Tumbled 50lb Tumbled QUANTITY OPB.com 8 cases 25 lbs. 15,240 1 Year 1 Year 1,000 1,000 3,810 600 150 20 25BUDGET ALLOCATION Employee Training Product at Show Gourmet News Rent for Space Show Set-Up Fancy Foods Envelopes Set-Up Cost Postage Suit/Actor Brochures Brochures Brochures Brochures Campaign Entry Fee Entry Fee Thursday Farmers Market Internal Launch Samples Samples Samples Samples Invite Mini Bar WW Ad Visitors Center Radio Stations Facebook Ads Invites Poster SWAG SWAG Labor Wine TOTAL COST Edible Street Hotel B2B Moonstruck Chocolate 2012 Marketing Plan May June July Campaign: Moonstruck Moment 30 7 14 21 28 4 11 18 25 2 9 16 23 30 Total   Internal  Launch  4/21 $2,000 Events Farmers Market - Booth Sampling Selling 6/9 6/16 6/23 6/30 7/7 7/14 7/21 7/28 8/4 $4,255.00 - Saturdays at PSU - 830a-2p   Pioneer Courthouse Square - Sampling $3,585.00 Tuesday -Wednesday - Thursday 12-1p / 4-5p       Hotel- Sampling/Brochures $4,572.00 First Thursday - Edible Art Sampling           $7,005.97 Local Print Trade Publications Willamette Week $1,502.00 - Wednesday - 1/2 Page / Color Ads             Gourmet News - Trade Publication - 1/2 Page / Color Note: 3 Issues Total       Feature Editorial: Chocolate $12,915.00 July: Chocolate / Oct: Wine / Nov: Gift Fancy Food Culinary Products - Trade Publication 1/2 Page / Color - Note: 3 Issues Total       Feature Editorial: Chocolate $9,450.00 July: Chocolate / Sept: Sweets Treats/ Nov: Snacks Collateral Visitor Centers - Brochures $715.00 Quantity: 600   Event Posters - In store display     $500.00 - Farmers Market SWAG- Stuff We All Get $1,500.00 Web OPB.ORG - Tile Ad $2,000.00 Ad rotates through entire site         Facebook Ads $2,000.00 Tumbled, First Thursday, Farmers Market     . Total $52,000 52
  28. 28. FURTHER INVESTMENT While the “Moonstruck Moment” campaign operates primarily at the local level it can easily be expanded to the national market through further monetary investment.   AD CAMPAIGN The ad campaign can be expanded through increased ad buys and new advertisements based on the Moonstruck Moment theme. STREET CAMPAIGN The street campaign can be expanded into other major markets around the country in order to bring Moonstruck into the everyday lives of people around the country. ART SHOW The “Making of a Moonstruck Moment” art show can be replicated in other cities around the country in order to raise awareness of Moonstruck Chocolate and promote new products. SOCIAL MEDIA Social Media ad buys can be expanded and the social media strategy outlined in this book can be continued to keep fans engaged with the brand. HOTEL If the pilot partnership with Kimpton Hotels is successful, it can be replicated in other Kimpton properties throughout the country.54 55
  29. 29. specifications56 57
  30. 30. B2B Trade Publications’ Specs Advertisement placements are tailored to magazine/issue content. CONSUMER PUBLICATION SPECS Advertisements targeted at consumers to raise awareness of Tumbled   Chocolate First Thursday launch event. These trade publication readers are:   - Specialty and gourmet retailers These readers are… - Grocery department stores Loyal: In a recent survey, 52% of respondents said they read Willamette - Specialty distributors brokers Week at least four times per month. - Supplier business   Educated: 79% of Willamette Week readers surveyed have advanced and/ Inserts: ½ or college degrees. The Key Demographic: 63% of Willamette Week Half Page, Full Color readers are 25-44 years old. 6 Ads in 2 Publications     Have money to spend: 57% of those surveyed have an annual household   income over $50,000, 20% over $100,000. Fancy Food and Culinary Products Impressions: 20,009   CPM: $157.42 Insert: Half Page, Full Color   1 Advertisement Advertising months are based on a particular feature:   July: Chocolate Willamette Week: Sept: Sweets Treats Impressions: 90,000 Oct/Nov: Snacks CPM: $18.33     Gourmet News Impressions: 24,538 CPM: $175.44   Advertising months are based on a particular features: July: Chocolate Oct: Wine Nov: Gifts58 59
  31. 31. SOCIAL MEDIA ADVERTISING SPECS Advertisement will be posted on Facebook where our target demographic Oregon Public Broadcasting Radio Specs Advertisements are targeted specifically at consumer of OPB who fit within is already spending their time. the target consumer age group.     TARGET INFORMATION: Viewers are: Location: - Active, Educated and Influential Country: USA - 42.9% are between the ages of 35-54 City: Greater Portland area - 24% have $100,000+ in liquid assets - 27% have traveled abroad in the past two years Demographics: - 48% have a single or advanced degree Age: 35-54   Gender: Both Insert:   120 x 120 pixels linked ad rotating throughout the site. Precise Interest:   - Chocolate OBP - Dark chocolate Impressions: 366,879* - Milk Chocolate (Note: Aged 35-54 visited OBP in the last 30 days) - Cooking CPM: $5.45 - Dining Out - Art   Connects: People who are not already fan of Moonstruck Chocolate Co.   Campaign Budget: “Moonstruck Moment” Budget limited: $223/week for 9 weeks   Facebook: Pay-per-click (CPC) Suggested bid: $2.64* (Note: This price is suggested bidding lower is ideal)60 61

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