Verve Inc. produces Glee Gum, an all-natural chewing gum made from harvested rainforest chicle. The company was founded with the goal of supporting chicle-harvesting communities in Guatemala. Glee Gum uses only natural ingredients and supports environmental and social justice organizations. It aims to increase brand awareness and promote its message of environmental sustainability through advertising, public relations, and partnerships.

1. GLEE GUM The Business of Going GREEN

2. Gum Presented by: CAJE Communications Courtney Spencer Jessica DaCosta Elizabeth Jent Andrew Rickenbach GLEE "Don't just chew gum…Chew chicle and help somebody." -Schimberg.

3. Overview The #1 Healthy Alternative to synthetic Chewing Gum and Bubble gum All Natural Chewing Gum made with harvested rainforest chicle Comes in Five Flavors: Cinnamon, Peppermint, Tangerine, Spearmint and Bubblegum Produced by the company Verve, Inc, who’s offices are located in Rhode Island

4. Company Background Verve Inc. is an independent, family-owned business Dedicated to linking communities around the world and creating socially responsible products Concept for Verve was created on a visit to economically deprived chicle-producing community in Guatemala. Their goal was to support these chicle-harvesting communities by purchasing chicle Glee Gum was born

5. Environmental and Social Justice Verve’s commitment to the environment is seen through their own business practices They create products to help children think about the environment and current social issues They want consumers to know how raw materials and natural resources can be used responsibly They support the flowing organizations The Cloud Forest School, located in Costa Rica The Forest Foundation: Promotes sustainable livelihoods through environment education and “green” business

6. Glee Gum is: Part of c0-op America the Feingold Association certified vegetarian by the American Vegetarian Association a member of 1% for the Planet (Donation of 1% of their sales go toward the environment) Go Green

7. Glee Gum Facts Glee Gum has: Glee Gum does not have: All Natural Ingredients Vegetarian Rice Syrup instead of corn syrup Dairy Free Peanut Free Lactose Free Natural Chicle Artificial Preservatives Artificial flavors Artificial colors Artificial sweeteners

8. SWOT Analysis Strengths Healthy alternative to chewing gum Economic value from their products Viewed as socially responsible Charitable foundations for kids Weaknesses Small company not up to date website Lack of Distribution No Marketing Objectives Lack of Advertising Opportunities Getting involved in the “green” trend Room for growth and expansion (i.e. Distribution, Marketing) Threats Very competitive Industry Up against large competitors ° Dentyne ° Orbit ° Trident ° Juicy Fruit ° Eclipse - High Level of Distribution

9. Target Market Environmentally conscious Health conscious More of a focus on women

10. Positioning “ Cause” linked product Idea of giving back in buying Glee Gum Health Benefits Vegans

11. Advertising Objectives Why Are We Doing This? How Do We Measure Our Success? To increase brand awareness To promote profitability within To persuade our target audience To remind our target audience To inform our target audience Number of purchases Increase/Decrease /Same Website Traffic/Traffic Generation Tools Database Management/CRM Helps segment customers Tracks customers Loyalty Retention Rates

12. Media Plan Webpage: Blog Public Relations Print Ads: Magazine Rhode Island Monthly All Green, Women’s Health In-Store advertising Event Booth

13. Be Glee Gum with Glee Gum Biodegradable T-SHIRTS Biodegradable Key Chains Glee Gum Biodegradable Hats Glee Gum Recycled sports bottles Example Environmental Friendly Promotional Products

14. Public Relations: Consumer Press Release Glee Gum Go’s Global with Social Responsibility PROVIDENCE, RI., January 15, 2008 - - Today, Verve, Inc. , maker of world famous Glee Gum, announced that it has gone global with its social responsibility. Verve will be reinvesting a portion of its profits into third world nations where it gets its supply of all natural ingredients. CEO, Debbie Schimberg said, “We believe that it is extremely important that we reinvest back into those countries, economies and societies where we derive our special natural ingredients.” Verve will be providing funds to help build Schools and education programs primarily in underprivileged countries such as Costa Rica where they currently support the Cloud Forest School. Schimberg also believes that “We need to focus on our many global partners and assist them by acting as a responsible corporate citizen.” Glee Gum’s mission is to maintain full commitment to the environment and social justice, by monitoring their own environmental and social impact of their business practices. Glee Gum aims at creating products that helps society and children in particular think and learn about environmental issues in “innovative” ways. Glee Gum is a major producer of make your own chewing gum, chocolates and gummies, that are all made with natural ingredients taken from Northern Guatemala. Schimberg goes on to say that “Their pioneering, Make Your Own Chewing Gum Kit, are used in classrooms to help teach our children about protecting the rainforest and the history of food production.” Glee Gum prides itself on being produced with only natural ingredients taken from the rain forests of Central America. Schimberg went on further to say that “This reinvestment represents a vital strategic move for the company and is clearly evident of Glee Gum becoming a global partner in this inter connected economies of the world.” Glee Gum, is one of the largest makers of natural gum products and is available across the United States and online. . - - to support Glee Gum’s cause and make a difference in the environment visit “ We believe that it is extremely important that we reinvest back into those countries, economies and societies where we derive our special natural ingredients.” -CEO, Debbie Schimberg

15. Creative: Print Advertisement #1

16. GO GREEN WITH GLEE GUM GLEE A portion of Glee Gum sale profits are donated to helping our environment Creative: Print Advertisement #2 Go Green Campaign Pomegranate GUM All Natural Chewing Gum Made with RainForest Chicle 18 Pieces

17. Glee Gum: helping to shape the future of our environment Any Questions?