As a final project for Intro to Advertising at Ithaca College, a team of four created an all-inclusive advertising campaign for Bai 5 including audience research, competitive analysis, creative executions and media planning. Campaign included original content, design and photography.
As a final assignment for the Advertising, Copywriting, and Art Direction course, a team of 4 designed a creative campaign for Bai5 Antioxidant Infusions. The project was focused on the creative execution. The team was instructed to develop three print advertisements and two alternative ideas.
Izze Sparkling Juice | Advertising Final Project Peter James
Izze Advertising Campaign was a project with the goal of creating a hypothetical ad plan for Izze. We analyzed competitors, the environment, and target markets. We also made a media schedule, media budget, creative executions and brand activations.
For Advertising class, my group created a full campaign for Izze Sparking Juice. This presentation shows not only how we executed our designs, but the thought process and strategic approach that brought us to our conclusions.
In this Media Planning group project, we developed our own media plan on the IZZE Sparkling Juice brand and applied the basics of advertising media planning. 'Roots Media' our group agency, created the idea "IZZE: The Last Ingredient" to illustrate that IZZE Sparkling Juice completes your meal and day. An executive summary on the brand, a situation and brand analysis and our agency's media objectives and proposed strategies were incorporated in the plan to emphasize our creative brief on "The Last Ingredient."
As a final assignment for the Advertising, Copywriting, and Art Direction course, a team of 4 designed a creative campaign for Bai5 Antioxidant Infusions. The project was focused on the creative execution. The team was instructed to develop three print advertisements and two alternative ideas.
Izze Sparkling Juice | Advertising Final Project Peter James
Izze Advertising Campaign was a project with the goal of creating a hypothetical ad plan for Izze. We analyzed competitors, the environment, and target markets. We also made a media schedule, media budget, creative executions and brand activations.
For Advertising class, my group created a full campaign for Izze Sparking Juice. This presentation shows not only how we executed our designs, but the thought process and strategic approach that brought us to our conclusions.
In this Media Planning group project, we developed our own media plan on the IZZE Sparkling Juice brand and applied the basics of advertising media planning. 'Roots Media' our group agency, created the idea "IZZE: The Last Ingredient" to illustrate that IZZE Sparkling Juice completes your meal and day. An executive summary on the brand, a situation and brand analysis and our agency's media objectives and proposed strategies were incorporated in the plan to emphasize our creative brief on "The Last Ingredient."
Final project for Intro to Media Planning at Ithaca College. Collaborated with four other students for the duration of a semester to analyze and collect data to create a comprehensive media suggestion for IZZE.
This is the award winning ad campaign for Asahi Beer, created in 2008 by a group of Chapman University students. Our team, Output Advertising, won the Chapman University Advertising Campaign of the Year award in 2009 for this strategic campaign.
BelVita Indulgence - Market Analysis and RecommendationJake Godgart
Senior Marketing Strategy Capstone course: Mock consulting opportunity - Researched, assessed and recommended new product offering for Kraft BelVita Breakfast Biscuits by conducting industry, competitive, market segmentation, and product research and analysis to create detailed marketing plan and presentation
Worked in a team of six to design an advertising campaign for Naked Juice. Conducted primary and secondary research to strategize a big idea for our campaign. Helped write advertising copy and design creative ideas for print advertisements and adapt to Internet, social media, TV, and Out of Home.
Ready-to-drink (RTD) milk based beverages are popular in India, where consumers choose to have them as a snack
between meals, as a meal replacer at breakfast/lunch, or as a nutritional supplement with a main meal. Over the last few
years, there has been an increased number of new launches in the value added milk category. Ice cream manufacturers
and non-dairy companies are recognizing the growing opportunity in the flavored milk category and have subsequently launched many new products. The DuPont Nutrition & Health survey found that consumers in India have a high association of health and nutrition with milk products and therefore, pick up RTD milk beverage over a carbonated
drink or a juice.
Merar.com - Investment opportunity for beverages in south africamerarinvestment
A unique investment opportunity on MERAR.COM for healthy energy drink for sports lovers & health conscious people is ready to be launched by well-known group of people in South Africa. All ground work is completed, market testing, product development, design, flavours, packaging, bottling etc. Now groups needs marketing and launch budget. World renowned apparel is on board.
Implicit Concept Testing & 3 Keys to Broader Adoption of Consumer NeuroscienceSentient Decision Science
Sentient’s Dr. Aaron Reid joined implicit industry leaders, Dr. Rafal Ohme, and Dr. Cristina De Balanzo for a Warc Webinar about the “Latest Thinking on Implicit Testing.” Dr Reid discussed implicit concept testing and three keys to broader adoption of consumer neuroscience: sound science, application awareness, and market validation.
Final project for Intro to Media Planning at Ithaca College. Collaborated with four other students for the duration of a semester to analyze and collect data to create a comprehensive media suggestion for IZZE.
This is the award winning ad campaign for Asahi Beer, created in 2008 by a group of Chapman University students. Our team, Output Advertising, won the Chapman University Advertising Campaign of the Year award in 2009 for this strategic campaign.
BelVita Indulgence - Market Analysis and RecommendationJake Godgart
Senior Marketing Strategy Capstone course: Mock consulting opportunity - Researched, assessed and recommended new product offering for Kraft BelVita Breakfast Biscuits by conducting industry, competitive, market segmentation, and product research and analysis to create detailed marketing plan and presentation
Worked in a team of six to design an advertising campaign for Naked Juice. Conducted primary and secondary research to strategize a big idea for our campaign. Helped write advertising copy and design creative ideas for print advertisements and adapt to Internet, social media, TV, and Out of Home.
Ready-to-drink (RTD) milk based beverages are popular in India, where consumers choose to have them as a snack
between meals, as a meal replacer at breakfast/lunch, or as a nutritional supplement with a main meal. Over the last few
years, there has been an increased number of new launches in the value added milk category. Ice cream manufacturers
and non-dairy companies are recognizing the growing opportunity in the flavored milk category and have subsequently launched many new products. The DuPont Nutrition & Health survey found that consumers in India have a high association of health and nutrition with milk products and therefore, pick up RTD milk beverage over a carbonated
drink or a juice.
Merar.com - Investment opportunity for beverages in south africamerarinvestment
A unique investment opportunity on MERAR.COM for healthy energy drink for sports lovers & health conscious people is ready to be launched by well-known group of people in South Africa. All ground work is completed, market testing, product development, design, flavours, packaging, bottling etc. Now groups needs marketing and launch budget. World renowned apparel is on board.
Implicit Concept Testing & 3 Keys to Broader Adoption of Consumer NeuroscienceSentient Decision Science
Sentient’s Dr. Aaron Reid joined implicit industry leaders, Dr. Rafal Ohme, and Dr. Cristina De Balanzo for a Warc Webinar about the “Latest Thinking on Implicit Testing.” Dr Reid discussed implicit concept testing and three keys to broader adoption of consumer neuroscience: sound science, application awareness, and market validation.
Worked in a team of five to design an advertising campaign for Bare Snacks. Conducted primary and secondary research to develop a big idea for our campaign based off our marketing objectives and goals. Designed creative executions for print advertisements and adaptations for television, Internet, social media, and out-of-home.
A complete presentation on the company Pepsi and analysis of it from marketing point of view including a brief about the company's history and its competitors, SWOT Analysis, Segmentation, Targeting and Positioning and 4P's followed by recommendations at the end.
What if Coca Cola launches a brand into the market which is yet to be tapped and what effect it will have on its Product Life Cycle? Positioning plays a very important role in creating that niche image in peoples mind. And with host of digital activities it can do wonders. See How in this ppt.
Workshop to help brand leaders write brand plans that everyone in the organization can follow. Case Study, using fictional “Gray’s Cookies” brand to complete a Brand Plan, which is the final stage of our overall Beloved Brands planning process.
Our team worked to make an advertising booklet with a brand activation plan for Harvest Snap Peas. In our plan we made ad placements and marketing recommendations for Harvest Snap Peas.
Case Study, using fictional “Gray’s Cookies” brand to complete a business review, which is the first stage of our overall Beloved Brands planning process.
Here is the ideal Brand plan format that includes the vision, purpose, goals, analysis, key issues, strategies, execution plans and measurements. We use both a 20 page PPT slide deck and a plan on a page format
A Strategic Marketing Plan for Horlicks BangladeshAnthony Nokrek
In this project, our goal was to create a new marketing plan for Horlicks Bangladesh. That will increase their brand value and market position.
And for that, we had to go through Horlicks and their parent company GlaxoSmithKline. And also through their products, offers.
At first, we had to analyze their current market situation. And at last, we suggested making a new product to keep the growth of the business life cycle.
And it was a successful presentation!
Trust Element Assessment: How Your Online Presence Affects Outbound Lead Gene...Martal Group
Learn how your business's online presence affects outbound lead generation and what you can do to improve it with a complimentary 13-Point Trust Element Assessment.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
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1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
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SunTec India's expertise in Shopify store management has been a game-changer for a luxury furniture e-commerce business. Through meticulous optimization of product listings, strategic SEO practices, and an enhanced user experience, this case study details the successful outcomes of their collaboration, including increased traffic, higher conversion rates, and stronger brand presence.
Read more- https://shorturl.at/yl3MU
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
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March 2024 disrupted the SEO industry. Websites were deindexed, and manual penalties were delivered—all to produce more helpful, more trustworthy search results.
How did your website fare?
Watch us as we delve into the seismic shifts brought about by Google's March 2024 updates and explore strategies to not just survive, but thrive in this dynamic digital landscape.
You’ll learn:
- How to create content that is valuable to users (not just search engines) using E-E-A-T.
- How to build links that can boost rankings and withstand algorithm updates.
- Best practices for content creation and link building so you can thrive during algorithm updates.
With Vince Ramos, we'll examine the implications of the latest algorithm changes on content creation, link building, and SEO practices, and offer actionable insights from businesses like yours that have remained steadfast amidst the volatility.
Using real-life case studies, we’ll also show you the effectiveness of manual link building techniques and person-first content strategies.
Whether you're a seasoned SEO professional, a budding content creator, or anyone in between, this webinar will help you weather the changes in Google's algorithms and capitalize on them for sustained success.
Check out this webinar and unlock the secrets to thriving in the new Google era.
janani Digital Marketer|Digital Marketing consultant|Marketing Promotion|Coim...janudm24
Myself Janani Digital marketing consultant located in coimbatore I offer all kinds of digital marketing services for your business requirements such as SEO SMO SMM SMO CAMPAIGNS content writing web design for all your business needs with affordable cost
Digital Marketing Services | Techvolt Software :
Digital Marketing is a latest method of Marketing techniques widely used across the Globe. Digital Marketing is an online marketing technique and methods used for all products and services through Search Engine and Social media advertisements. Previously the marketing techniques were used without using the internet via direct and indirect marketing strategies such as advertising through Telemarketing,Newspapers,Televisions,Posters etc.
List of Services offered in Digital Marketing |Techvolt Software :
Techvolt Software offers best Digital Marketing services for promoting your products and services through online platform on the below methods of Digital marketing
1. Search Engine Optimization (SEO)
2. Search Engine Marketing (SEM)
3. Social Media Optimization (SMO)
4. Social Media Marketing (SMM)
5. Campaigns
Importance | Need of Digital Marketing (Online Promotions) :
1. Quick Promotions through Online
2. Generation of More leads and Business Enquiries via Search Engine and Social Media Platform
3. Latest Technology development vs Business promotions
4. Creation of Social Branding
5. Promotion with less investment
Benefits Digital Marketing Services at Techvolt software :
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Free Website + Digital Marketing Services
Techvolt Software offers Free website design for all customer and clients who is availing the digital marketing services for a minimum period of 6 months.
With Regards
Janani Digital Marketer
Coimbatore,Tamilnadu.
In the digital age, businesses are inundated with tools promising to streamline operations, enhance creativity, and boost productivity. Yet, the true key to digital transformation lies not in the accumulation of tools but in strategically integrating the right AI solutions to revolutionize workflows. Join Jordache, an experienced entrepreneur, tech strategist and AI consultant, as he explores essential AI tools across three critical categories—Ideation, Creation, and Operations—that can reshape the way your business creates, operates, and scales.This talk will guide you through the practicalities of selecting and effectively using AI tools that go beyond the basics of today’s popular tools like ChatGPT, Claude, Gemini, Midjourney, or Dall-E. For each category of tools, Jordache will address three crucial questions: What is each tool? Why is each one valuable to you as a business leader? How can you start using it in your workflow? This approach will not only clarify the role of these tools but also highlight their strategic value, making it perfect for business leaders ready to make informed decisions about integrating AI into their workflows.
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>> Strategic Selection and Integration: Understand how to select AI tools that align with your business goals and how to conceptually integrate them into your workflows to enhance efficiency and innovation.
>> Understanding AI Tool Categories: Gain a deeper understanding of how AI tools can be leveraged in the areas of ideation, creation, and operation—transforming each aspect of your business.
>> Practical Starting Points: Learn how you can start using these tools in your business with practical tips on initial steps and integration ideas.
>> Future-Proofing Your Business: Discover how staying informed about and utilizing the latest AI tools and strategies can keep your business competitive in a rapidly evolving digital landscape.
Search Engine Optimization Strategies for Local Businesses.pdfseodigitalbraino
Maximize your online presence and drive growth with Digital Braino, your go-to for digital marketing services in Indore. Our expert team specializes in a wide range of services including SEO, social media marketing, content creation, and online advertising. With our innovative strategies and client-focused approach, we help businesses enhance their online presence and achieve their marketing objectives. Let Digital Braino propel your business to new heights.
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Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
In today's digital world, customers are just a click away. "Grow Your Business Online: Introduction to Digital Marketing" dives into the exciting world of digital marketing, equipping you with the tools and strategies to reach new audiences, expand your reach, and ultimately grow your business.
website = https://digitaldiscovery.institute/
address = C 210 A Industrial Area, Phase 8B, Sahibzada Ajit Singh Nagar, Punjab 140308
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Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
Monthly Social Media News Update May 2024Andy Lambert
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First Things First: Building and Effective Marketing Strategy
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In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
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TABLE OF CONTENTS
EXECUTIVE SUMMARY
AGENCY STRATEGY
As a full-service Integrated Marketing Communications firm, we at HiDefinition are committed to
providing our clients with effective and innovative campaigns. We are an ambitious team of profes-
sionals dedicated to developing and implementing new and cutting edge strategy. Our goal is to
discover new trends in the industry and make sure our clients stay updated in their different markets
with their respective audiences. Our firm encompasses the five principles below to define our differ-
ent clients’brands with a campaign strategies that bring only success.
innovationambition
dedication
Bai 5 is an all-natural drink made from coffeefruit, the antioxidant filled shell that
covers the traditional coffee bean. Bai 5 boasts five reasons for consumers to love
its many tropical flavors. It’s all-natural, certified organic including the sweeten-
ers used to flavor the drink. It’s packed with antioxidants from the superfruit cas-
ing of the coffee bean, and has only one gram of sugar per serving.
Additionally, Bai is gluten free, soy free, vegan and Kosher, and it all comes to-
gether in a great tasting, five calorie drink. But what does “Bai” mean? Bai 5‘s
founder Ben Weiss said, “The name - the Mandarin word for “pure”- was chosen
to represent the simple, natural goodness of a beverage dedicated to fostering
great health.”
Our mission is to place Bai as the top juice drink choice for ladies on the go. We
want to let them know that they can balance their “work hard, play hard” ap-
proach towards life, and Bai 5 will help them get there. Through print, television,
and online advertisements, paired with out-of-home and brand activation strat-
egies, HiDefinition will instill in the minds of our target market that Bai 5 is the
best choice when enjoying a healthy, delicious drink.
creativity
THE
BEST
DECISIONSARE MADE IN
high definition.
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EXECUTIVE SUMMARY – PAGE 2
AGENCY STRATEGY – PAGE 3
HISTORY – PAGE 4
COMPETITOR ANALYSIS - PAGE 5
SWOT – page 6
environmental analysis – page 7
objectives & budget – page 8
research – page 9
Brand value proposition – page 10
Target audience – page 11
campaign strategy – page 12
big idea – page 13
creative strategy – page 14
print ads – page 15
print & internet ads – page 16
commercial storyboard – page 17
ooh ad – page 18
creative testing – page 19
media strategy – page 20
media choices – page 21
media schedule – page 26
media budget – page 27
brand activation – page 28
evaluation – page 32
creative brief – page 34
bios – page 35
3. 5544
COMPETITOR ANALYSISHISTORY
CEO & Founder Ben Weiss travels for twenty years to exotic loca-
tions in search of the best quality green coffee available. In his
travels, Weiss discovers coffeefruit, the casing that surrounds the
coffee bean, a powerful antioxidant.
Weiss starts a makeshift lab in his family’s kitchen working for
over a year to combine coffeefruit with different ingredients to
create a delicious and healthy drink.
2009 BAI 5 IS OFFICIALLY ESTABLISHED.
Initially, Bai 5 is distributed solely to health food stores in Princ-
eton, NJ, but soon grows to be nationally distributed.
Strengths
-VitaminWater is a progressive, well-
known brand recognized for it’s low
calorie count
- Variety of distinct flavors
- Variety of different products in-
cluding Smart Water
- Strong social media presence
- Popular celebrity endorsers such as
Ellen, Jennifer Anniston & 50-Cent
Weaknesses
- Product contains no real fruit juice
- Deceiving serving sizes
- Contains unnatural ingredients
such as corn syrup
- Higher in sugar
VITAMIN WATER
VITACOCO
SPARKLING ICE
Strengths
- Popular celebrity endorsers includ-
ing Madonna & Rhianna
- Distributed internationally
- Unique packaging
- Consistent branding throughout
all platforms
Weaknesses
- Specific/acquired taste
- Easily damaged packaging
- Smaller serving
- Higher in sugar & calories
- Comes in one specific flavor
Strengths
- Low in calories
- Variety of different flavors
- Low price
- Widely distributed
Weaknesses
-Includesartificialsweetener(Splen-
da)
- Artificially colored
- Dated packaging and website
- Perceived as lower quality partial
to its lower price
BAI 5 IS A CERTIFIED ORGANIC, ALL NATURAL FRUIT JUICE
CONTAINING COFFEEFRUIT.
4. 666 7
HEADLINE
7
ENVIRONMENTAL ANALYSIS
6
ANALYSIS
SWOT
STRENGTHS
• Product is highly innovative
• Only drink that uses the
newly discovered health
benefiting coffee superfruit
• Wide variety of multiple
flavors
• Product contains caffeine
which can reach a sub-target
market
• High in antioxidants and low in
sugar
• Five calories per serving gives
products competitive advantage in
health drink market
• Sensitive to food allergies and dietary restrictions
such as gluten free, kosher, soy and glycemic free creates
a niche market
• Website is easy to navigate and minimalistic
WEAKNESSES
• More expensive product which decreases potential
market share
• Product has very low level of awareness
• Because the unique ingredient of coffee superfruit has
never been used before, there is speculation of its credibil-
ity and its claimed health benefits
• Audiences could be under the impression
that the health drink is dehydrating because it
derives from coffee
OPPORTUNITIES
• More flavors can be added to the brand’s collec-
tion
• There is potential to reach more than target mar-
ket of 18-24 year old females
• Society is continuing to become more health
conscious
• Ability to expand the brand’s types of products
and promotions- recipes, daily exercise routines, and/
or create ways to enhance mental and psychological
health
• Increase social media presence
• Increase overall product awareness
• Potential to introduce a marketing strategy similar
to that of‘Toms’– the social responsibility approach
could increase sales and help establish
the brand’s credibility and reinforce
its mission
THREATS
• Competitors have a higher brand
awareness
• The price of repackaging and re-
labeling due to new food labeling
regulations
• Distribution is scattered
• The slow rise from the recent
recession is causing people to
spend less, cutting out prod-
ucts like Bai 5
There is a growing interest in today’s society to be healthy, and the natural foods movement is quickly
spreading, especially among young people. Bai 5 has just five calories, and is made out of 100 percent
natural ingredients which makes it appealing to those who want to be seen buying healthy products. It
also contains antioxidants, which help combat the negative effects of stress, and is gluten free.
FORCES
Bai 5‘s competitors include brands such as Vitamin Water, VitaCoCo and Sparkling Ice. Bai 5 offers a super
low calorie, low sugar, and antioxidant rich drink infused with natural flavors -- all of which can only be
found together in Bai. One thing that sets Bai 5 apart from the competition is the boost of caffeine it gives
you. It’s the light energy from a cup of tea, but in a great tasting, crisp, 5 calorie juice.
COMPETITIVE FORCES
When looking for an on-the-go drink, young consumers are looking for something that tastes great, makes
them feel good, and is easy on the wallet. While Bai 5 may be a little more expensive than some of its com-
petitors, it offers unique elements like antioxidants and caffeine in a super low calorie, tasty drink -- not
found together in any other juice drink on the market. Plus, Bai 5 is sold at stores like Target, WalMart, and
CostCo, all places where price conscious consumers shop.
ECONOMIC FORCES
With all of the regulatory laws banning high sugar sodas and other drinks, Bai 5 is a healthy alternative for
young people that follows these new regulations and standards. Also, the FDA encourages natural foods
and drinks with low sugar, and Bai 5 fits that standard.
REGULATORY FORCES
5. 9988
BUDGET
To increase the sales of Bai 5 by 9%.We will highlight Bai 5’s unique and beneficial attributes
relative to our target audience to accomplish this objective.
To increase comprehension by 70% and conviction by 50% within our primary target mar-
ket of 18-24 year old women. Therefore, 70% of our target will understand and recognize
our message and 50% will act on it. Our effective reach is 70% with an effective frequency
of 4.
The “Indulge Your Health” campaign will run for a year. It will begin April 1, 2016 and end
April 1, 2017. We are using a pulsing media campaign that allows us to have audience.
MARKETING OBJECTIVE
ADVERTISING OBJECTIVE
TIME FRAME
OBJECTIVES
Production Costs
Television
Out of home
Internet
Magazine
We have been allocated 12 million
dollars to execute our campaign.
SUMMARY
Television: $1,620,000
(13.5%)
Transit/ BB: $2,610,840
(22.5%)
Internet: $5,393,372 (45%)
Magazine: $1,075,937 (9%)
Production Costs: $ 1,200,000
(10%)
RESEARCH
1. Determine women’s awareness and perception of the Bai 5 brand within our target
market
2. Determine what women want and need from a health beverage and further under-
stand their purchase behavior
3. Determine the best media channels and vehicles to target our audience most ef-
fectively
RESEARCH OBJECTIVES
PRIMARY RESEARCH
1. HiDefinition Agency conducted one-on-one personal interviews with women with-
in our target market to further understand their perception of the brand and their rela-
tionship with the product. We interviewed 10 women within our primary and second-
ary target markets.
2. We designed a survey using SurveyMonkey to further determine the consumer be-
havior of our target audiences. We want to know what the consumer is looking for in a
health drink and further determine when they would consume the product.
SECONDARY RESEARCH
HiDefinition used Simmons OneView to determine the media vehicles and channels our
primary and secondary target markets use most frequently. We are targeting people
within the age of 18-24, but primarily women. We discovered there is a high social me-
dia and Internet presence amongst these segments. After, we examined social media
and product reviews to further solidify our target markets’psychographic.
6. 11111010
BRAND VALUE PROPOSITION
Bai 5 is an innovative and unique health beverage that comes in a variety of nine exotic fla-
vors and provides a multitude of functional benefits. It is specified in the brand name that
there are five major benefits that the products provide, which include it being five calories,
100% natural, gluten free, glycemic free and antioxidant packed. Additionally, Bai 5 is ko-
sher, low sugar, and has a boost of caffeine. What makes this product unique is the wide
range of health benefits it provides for its consumers without a lack of unique and fruity
taste.
FUNCTIONAL BENEFITS
Since Bai 5 only contains five calories, consumers do not have to feel guilty for drinking a
satisfying, fruit drink. Health conscious consumers want to receive the value of fruit and vi-
tamins, while not consuming too many unwanted calories that will derail the benefits they
are trying to achieve. Consumers can feel confident in their decision of choosing Bai 5 as a
drink on-the-go or anytime. Additionally, they can gain self-confidence because they are
following the health-focused goals they have set for themselves.
EMOTIONAL BENEFITS
Consumers that drink Bai 5 can be identified as both health and environ-
mentally conscious, adventurous, and dedicated to having a balanced
life. They are highly passionate people that take their health and work se-
riously, while still living an adventurous and ambitious lifestyle. They un-
derstand the amount of effort they need to put into their health and that
Bai is the best ways to achieve their personal goals. The naturalness of
the product contributes the cultural revolution of going green and being
environmentally conscious.
SELF EXPRESSIVE
TARGET MARKET
Rachel is an 18-year-old high school
senior from Hershey, Pennsylvania.
She is the treasurer of her class and
captain of the soccer team; a natu-
ral leader. Rachel is a highly involved
and well-rounded woman that en-
joys spending time with her friends,
exercising, and reading. As
shea prepares to go to her
dream college and keep
up with all her extra ac-
tivities,
she tries to lead the
healthiest lifestyle
she can.
RACHEL
Quinn is a junior in college majoring in Environ-
mental Studies. She is originally from Burlington,
Vermont and is determined to positively impact
the world. Quinn is the head of the Compost Club,
an avid gardener, and strict vegan. Between her
schoolwork, saving the environment, and doing
yoga she looks for a natural, vegan health drink.
QUINN
Heather is a young professional that
just moved to San Francisco, Cali-
fornia. She works in the Human Re-
sources Department for a Fortune
500 company. This job setting has a
high stress environment that is fast
paced, which requires her to take
on a multitude of responsibilities.
Off the job, Heather focuses on her
health by running and hiking with
her friends. As she is working hard
in all the realms of her life, she
needs a tasty and fruity drink that
will not derail her efforts.
HEATHER
7. 13131212
CAMPAIGN STRATEGY
Not many people know about Bai 5, its incredible health benefits and its unique
ingredients. There are also a lot of competitors that are highly established
brands already and Bai 5 needs to differentiate itself from them. HiDefinition’s
challenge is to increase Bai 5’s awareness and show our target market that this
is the healthiest option on the market. Bai 5 is for anyone that wants a low sugar
or low calorie drink that has a fruity delicious flavor.
THE CHALLENGE
HiDefiniton Agency found through audience research that women are looking
for a health beverage that is a natural and great tasting low calorie drink that
they do not have to feel guilty about. Women in our target audience are in a
major growth stage of their life and attempting to keep a balance throughout
their busy lives, especially when it comes to their health. Our focus is to purify
and enhance the health of the ambitious and busy woman.
KEY INSIGHT
HiDefintion Agency will focus on providing Bai 5 drinkers with a guilt-free duality of indul-
gence and health benefits to support the balance they attempt to preserve as they take on
their daily adventures with confidence, energy and satisfaction.
THE PROMISE
BIG
IDEA
THE
“
“
INDULGE
YOUR
health.
8. 151414
CREATIVE
Through careful research and analysis, we at Hi Definition have devised a creative strategy
that will draw more attention our brand, Bai 5, by incorporating the beliefs and needs of
our target audience with a friendly and insightful design. Our creative is centered around
our active and hardworking target’s desire for something both healthy and indulging. Our
campaign strategy focuses on how Bai 5 is the perfect indulging treat that is also guilt-free
and healthy.
CREATIVE STRATEGY
Each of our print advertisements show our target audience engaging in active, hardwork-
ing, and healthy activities. To play up the healthy and energizing aspects of Bai 5 we have
developed advertisements with high contrast, saturation, and clarity. We felt that it was im-
portant to show the package on all of our creative, so you can find a flavor of Bai 5 on all of
our media. We consistently use green text in our ads to associate our product with healthy
and natural connotations. The transparent curved break that appears on our magazine ads
is used for motion and a break for our text to lay.
ART DIRECTION
On each of our advertisements, our tagline“Indulge your health”will appear. This tagline is
used to promote our big idea that Bai 5 is both an indulging treat and a healthy drink.There
is also a second placement of copy that explains why Bai 5 fits in perfectly with the lifestyle
of the woman in each scene of our ad as well as including a health benefit of drink that re-
lates to the scene. We have include a call to action in some of our print ads, prompting our
target audience to either go to our website or like us on Facebook.
COPYWRITING
PRINT ADS
15
FOR MORE INFORMATION, VISIT DRINKBAI.COM
INDULGE
YOUR
health.
FOR MORE INFORMATION, VISIT DRINKBAI.COM
INDULGE
The perfect balance of health & taste.
100% Natural.
YOUR
HEALTH.
WE MADE A
DRINK THAT
WORKS AS
HARD AS YOU
DO.
PACKED WITH ANTIOXIDANTS AND A SHOT OF WHITE
TEA THAT WILL GIVE YOU THE EXTRA BOOST YOU NEED.
9. 17171616
STORY BOARD
Length: 30 Seconds
Track: Rather Be - Clean Bandit
Ft. Jess Glynne
1.
2.
3.
4. 5.
Voice over: LADIES, WE TRAIN HARD,
WORK HARD, AND EAT RIGHT. BUT
WHEN ALL OF THAT LEAVES YOU
WANTING MORE DON’T CAVE IN TO
SUGAR...
VOICE OVER: INSTEAD,
INDULGE IN YOUR HEALTH GRAB A
BAI 5, WITH ONLY 5 CALORIES, LOADS
OF ANTIOXIDANTS, AND 9 DELICIOUS
TROPICAL FLAVORS IT’S THE PERFECT
CRAVING KILLER THAT FITS IN WITH
YOUR HEALTHY LIFESTYLE.
We at HiDefinition created a commercial
that every health conscious woman could
relate to. We show the simple problem of
working hard, eating right and conquer-
ing the craving for something sweet. That’s
where Bai 5 comes in, with a satisfying taste
to defeat that craving and remain on par
with every woman's healthy lifestyle.
YOURhealth.
FOR MORE INFORMATION, VISIT DRINKBAI.COM
Indulge
YOUR
FOR MORE INFORMATION, VISIT DRINKBAI.COM
INDULGE
Adventure time means
you’ll need a guilt-free
pick me up.
HEALTH.
5 Calories.
1 Gram of Sugar.
PRINT AD INTERNET AD
YOUR
10. 191818
OUT OF HOME AD CREATIVE TESTING
health.
indulge
YOUR
FOR MORE INFORMATION, VISIT DRINKBAI.COM
THROUGH OUR CREATIVE STRATEGY DEVELOPMENT AND IMPLEMENTATION, WE RECEIVED A
GENERALLY POSITIVE RESPONSE FROM OURTARGET AUDIENCE.
GENERALLY, PARTICIPANTS HAD LITTLETO NO KNOWLEDGE OF BAI 5 AS A BRAND.
HOWEVER, AFTER SHOWINGTHEM OUR ADVERTISEMENTS,WEWERE ABLETO GENERATE A BET-
TER UNDERSTANDING AND RECEIVE DIFFERENT REACTIONS.
ADDITIONALLY, WE HAD SEVERAL PARTICIPANTS NEW TO THE BRAND TRY BAI 5 FOR THE FIRST
TIME.THEIR REACTIONSWERE POSITIVE, AS ANTICIPATED.
PARTICIPANTS DESCRIBED BAI 5 AS:
19
“refreshing”
“trendy”
“healthy” “crisp”
“tropical”
11. 21212020
MEDIA OBJECTIVES MEDIA CHOICES
Bai 5’s target market is women ages 18-
24 years old, with a secondary target
market of men ages 18-24 years old.
Our primary target market consists
of health conscious, versatile women
that attend college or are young pro-
fessionals. These women want to keep
a balance in their life, especially when
it comes to their health and do not
want to feel guilty for drinking some-
thing they enjoy. We would also like
to reach our secondary target market
of men that are trying to achieve the
same healthy, balanced lifestyle.
REACH
TARGET AUDIENCE
HiDefinition will run this advertise-
ment campaign on both national and
regional levels. Due to Bai 5’s recent
expansion to a national distributor, we
will be advertising our television com-
mercials, magazine and internet ads
nationally. Our billboards will be dis-
played regionally in major cities, such
as New York City, Los Angeles, Boston
and Miami. These cities are all heavily
populated with college students and
young professionals.
GEOGRAPHIC
SCOPE PLACEMENT
The women within our target market
mostly use the internet as their main
media source. HiDefinition Agency
will put a higher weight on the inter-
net advertisements. We also recognize
that the women in our target market
are constantly on the go, so we have
also placed a heavier weight on Out
of Home advertising. These women
also read magazines and watch televi-
sion, but to a lesser degree, so we have
placed less weight on these mediums.
MESSAGE WEIGHT
HiDefinition’s effective reach is 70%
with an effective frequency of 4.
REACH & FREQUENCY
A pulsing media schedule will be used
during this campaign. There will be
continuous exposure to Bai 5’s ad-
vertisements with heavier frequency
during strategically specific times
throughout the year. We will adver-
tise more heavily during the spring
and summer months when women
are more focused their body image.
We are also keeping in mind the times
when college students will be present
in the major cities that our billboards
will be displayed in.
REACH & FREQUENCY
DIMENSIONS
Television : 30
Second Commer-
cial
Magazine: 1 full
page color & ½
page color
Internet: Ban-
ner (468xx 60
px), Skyscraper
(120 x 600 px), 30
Second Pre-Roll
Commercial, &
Rectangle (300 x
100 px)
Billboard: 48 feet
x 14 feet
INTERNET
HiDefiniton Agency found through audience research that women are looking for a health beverage that
is a natural and great tasting low calorie drink that they do not have to feel guilty about. Women in our
target audience are in a major growth stage of their life and attempting to keep a balance throughout their
busy lives, especially when it comes to their health. Our focus is to purify and enhance the health of the
ambitious and busy woman.
BANNER AD
HiDefiniton Agency found through audience research that women are looking for a health bever-
age that is a natural and great tasting low calorie drink that they do not have to feel guilty about. Women in our target audi-
ence are in a major growth stage of their life and attempting to keep a balance throughout their busy lives, especially when it
comes to their health. Our focus is to purify and enhance the health of the ambitious and busy woman.
PRE-ROLE COMMERCIAL
PRE-ROLE COMMERCIAL & BANNER
HiDefinition wants to grab the attention of college students and grow their awareness of the brand. The frequency of the
advertisements on this website will increase the attention of the viewers to the product, making them more apt to interact
with the ad.
PRE-ROLE COMMERCIAL
HiDefinition wanted to also target a less formal online news source that was used often by 18-24 year
olds. The Onion’s journalism provides humor, relatable daily life pieces and opinionated news.
12. 23232222
HiDefinition’s target market are young women trying to keep up with
fashion, general news and entertainment. E! Network is beneficial for
our primary target and synergistic with the television advertisements.
SKYSCRAPER
MAGAZINE
For all the women who are looking for fashion, dating tips, and celebrity
news, Cosmo has been the ultimate source of this information. The psy-
chographics of our target match with Cosmo’s status oriented articles
and relatable tips about health, beauty and fashion.
COSMOPOLITAN - 3,015,858
HiDefiniton wanted to use the same frequency tactic with Cos-
mo, just as we did with CollegeHumor. HiDefinition also used
the synergistic tactic of using ads in both the magazine and the
website. Cosmopolitan is a very well established and popular
source of media to our primary target market.
BANNER & RECTANGLE
CNN attracts a large amount of viewers, but young profes-
sionals and college students particularly have a need to
be up to date with their current events. CNN is a reliable
and popular news source often used by this target market.
BANNER
INTERNET CONTINUED
Fit Magazine is for women who are serious
about their health and having a balanced
lifestyle. Bai 5’s values and missions are very
similar to Fitness Magazine’s and HiDefinition
feels that this properly targets the ideas and
goals of the women within our target market.
FITNESS MAGAZINE - 1,501,058
HiDefinition recognizes our target market as young professionals that are
concerned with their appearances and health. Allure is a great media ve-
hicle to grab women’s attention and point it towards Bai 5.
ALLURE - 1,168,138
13. TELEVISION
HiDefiniton chose to advertise on
E! Network because a majority of
our target market watches one or
more shows that are broadcasted
on this network.
The people within our target market are in a
somewhat transitional stage of their life and
attempting learn and find inspiration on
how to establish organization in their own
homes.
There is a heavy weight of our target market
that watches ABC Family. This will increase our
exposure and frequency.
TELEVISION
TLC is a very popular network that our tar-
get market watches because it revolves
around personal stories, lifestyles and fam-
ily life; three main factors that our target
market considers very important.
2424 2525
15. 28
BRAND ACTIVATION
Objective: To raise brand awareness and equate our brand’s name with one of
the biggest events in the world.
Strategy: With the 2016 Summer Olympics taking place in Rio de Janeiro, Brazil,
it’s a perfect opportunity for Bai 5 to extend its brand activation through a part-
nership with returning Olympian Gabby Douglas and the United States women’s
gymnastics team. Bai 5 is a healthy, natural way to get energized for the day, a
good alternative to soda or coffee drinks for the athletes. Rio is a tropical locale, a
great pairing with Bai 5’s tropical flavors. Also, women in our target market iden-
tify with Olympians who are around their age.
Objective: To increase brand recognition and interaction within our target market of
18-24 through social media platforms they use most.
Strategy: Our target market is the most active generation in terms of social media us-
age on both computers and mobile devices. Through the platforms of Twitter, Face-
book, and Instagram, anyone with an account can propose the newest Bai 5 flavor by
Tweeting, uploading a photo, or creating a status with the hashtag #Bai5FlavorChal-
lenge. Along with this promotion, anyone who likes our Facebook page will have access
to a coupon for 50 cents off any Bai product at any retailer.
1. Bai 5 and the Fab 5:
2. Bai 5 flavor challenge
29
?28 29
16. 3130
Objective: To increase Bai 5’s corporate social responsibility and public image by
giving back to the community that helps make Bai 5 what it is.
Strategy: In the six weeks leading up to Earth Day 2016, Bai 5 will lead a fundrais-
ing effort to give back to the Indonesian community where founder Ben Weiss
discovered the coffee superfruit that is an integral part of the Bai 5 brand. With
every Bai 5 purchased, a percentage of the total sales will be donated to the com-
munity where the coffeefruit is found.
3. Bai 5 gives back
30 31
Objective: Enhance the healthy and active image of the brand by directly linking it to our target's favorite
athletic clothing brand, Lululemon Athletica.
Strategy: Our brand will put out dual advertisements, media and promotions with Lululemon Athletica.
Lululemon is a self described yoga-inspired athletic apparel company that appeals to our target audience. To
promote Bai 5's healthy image, we decided to partner with Lululemon to increase our sales. First, we pro-
mote an incentive coupon of when you make a purchase of $75 or more, you get a free bottle of Bai 5. This
will ultimately bring first the awareness of the product. Next, we will place vending machines of Bai 5 in the
Lululemon flagship stores. In those particular bottles of Bai 5 will have a code at the top of the bottle which
will have unlock coupons on the Lululemon clothes. One bottle per machine will also have a code to unlock
$50 gift card to the store. Lastly, to incorporate social media in our partnership with Lululemon, we will
hold an instagram contest where we will encourage women to take a pictures of themselves with their Bai 5
bottles while wearing their Lululemon apparel on Instagram using the hashtag #BaiandLuluForAHealthyLife.
Using the has tag we will pick a winner every week and repost their picture and name on our Bai 5 Instagram
account and Lululemon's Instagram account. Whether they are at the gym, going for a jog in the park or out
walking their dog, the Instagram will promote both the active and healthy images of both Bai 5 and Lulule-
mon.
4. bai 5 & lulu for a healthy life
17. 33333232
EVALUATION
HiDefinition has three main objectives: to increase comprehension of
Bai 5 by 70%, increase total conviction by 50%, and increase total sales
by 9%. These goals and their accomplishments will be solely met and
determined through the intensity and frequency of advertising and
brand activation tactics throughout the year, varying with each month.
MONTH COMPREHENSION CONVICTION SALES
CONVICTION & COMPREHENSION
PERCENTAGE
TIME /MONTH
PERCENTAGE OF SALES
TIME /MONTH
PERCENTAGE
19. 37373636
Dominique Falcone
Dominique is a sophomore Ithaca College
student studying Integrated Marketing
Communications with a minor in Art Histo-
ry. Dominique has been a middle distance
runner of the Ithaca CollegeTrack and Field
team. Currently, she is a sales associate at
kate spade new york. She plans to study in
LosAngelesforthespringofherJunioryear.
She is originally from Westchester, New
York. She hopes to pursue a career in mar-
keting in the fashion industry. Dominique’s
favorite flavor of Bai 5 is Dragonfruit.
definition
HIMEET OUR
TEAM
Emily Helwig
Emily is a senior journalism major at Ithaca
College, with a minor in Integrated Market-
ing Communications. Most recently, Emily
served as an editorial intern in Los Angeles
atThe Hollywood Reporter, and a public re-
lations intern at Love PR. After graduation,
she plans to leave her hometown of Buffa-
lo, NY to pursue a career in entertainment
journalism or television scriptwriting. Em-
ily’s favorite Bai 5 flavor is peach.
MEET OUR
TEAMdefinition
HI
20. 39393838
MEET OUR
Jess Merrill
Marianna is a sophomore Integrated Mar-
keting Communications student at Ithaca
College. Currently, Marianna is the Design
Editor at The Ithacan and next semester
will be Co-Advertising Chair for SAB. This
summer Marianna will be interning at Me-
diaVest in New York City and next spring
will be spending the semester in LA. Upon
graduation, Marianna intends to pursue a
career in branding or public relations. Mari-
anna’s favorite Bai 5 flavor is Mango.
TEAM definition
HIMEET OUR
TEAMdefinition
HI
Marianna Dunbrook
Jessica is a sophomore Ithaca College stu-
dent studying Integrated Marketing Com-
munications with a minor in Still Photog-
raphy. Currently, Jessica is a photographer
for the on campus organization, HiFashion
Studios and hopes to study in New York
City the spring of her Junior year. She is
originally from Manchester, Vermont and
hopes to move to New York City after grad-
uation and pursue a career in photography
or public relations. Jess’favorite Bai 5 flavor
is also peach.