COM 588: THEO Chocolate Marketing Integration Plan
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This document contains a marketing proposal for Theo Chocolate to increase their brand awareness during the holiday season. It includes a SWOT analysis, noting strengths like high quality products but weaknesses like low winter sales. Opportunities include social media and partnerships. Threats include similar brands. The proposal recommends increasing emotional connection through storytelling on social channels. It outlines advertising on Google and YouTube to support awareness. Target audiences of Kathy and Anna Beth are introduced. A "Holiday Traditions" campaign is proposed, along with timelines, budgets, and key performance indicators to track success.
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COM 588: THEO Chocolate Marketing Integration Plan
- 1. Christian St. Jacques | Dawn Keenen | Melinda Yang | Paola Alejandra Garcia Butron COM588: MiverviewCOM 588: THEO CHOCOLATE MARKETING PROPOSAL
- 2. Tweet your most memorable chocolate moment during the holiday! #COMMLead Win CHOCOLATE!
- 3. Strengths Weaknesses • High quality products. • Reasonable prices in relation to quality. • Variety in product line. • Good relationship w/distributors. • Positive word-of-mouth. • No advertising. • Not the same endorsement outside Northwest. • Low sales during Winter break nationally and in their own retail store. Opportunities Threats • Participation in food shows. • Ambassadors activity in 10 cities (US). • Functional website with online store and compelling design. • Engaging social media. • Partnerships with other products. • Brands with similar features. • Brands’ strategies for every season of the year. • Higher prices of cocoa beans. • Falling short of demand. SWOT
- 4. Principal Recommendations BRAND AWARENESS – Holidays • Increase emotional connection for consumers to brand • Theo has great stories to tell that connect with buyers • Theo engages well on social channels so we are adding two more channels that allows consumers new interactions ONLINE ADVERTISING + SEO • Mixing in targeted advertising into their marketing mix will support brand awareness campaigns and push the reach of the messages • Increasing their websites SEO by launching Youtube & G+ to increase Google rank, and improving website SEO strategies in general
- 6. FACEBOOK LIKES TWITTER FOLLOWERS
- 7. Holiday Traditions launched on YouTube YouTube Subscribers
- 8. Target Audience and Creative Brief
- 9. MEET Kathy She wants to find the best tasting, high quality confections and ingredients but cares about food health and its impact on global trade AUSTIN, TX MARRIED 2 KIDS FEMALE WHITE Age = 35 HH INCOME = 130k BA IN ENGLISH LIT She is cultured, well traveled, loves Europe! Works as part-time consultant, for tech Company She is an avid online shopper, former dancer, and a dedicated practitioner of Barre3. Enjoys cooking and baking for herself and others She loves artisan chocolate and maintains a vested interest in natural organic foods trends, she regularly reads blogs like foodbabe.com
- 10. MEET Anna Beth She wants to use only the best quality ingredients. A follower of fair trade trends is always concerned about the ethics of the food industry PORTLAND, OREGON SINGLE FEMALE Mixed White/Asian AGE = 30 HH INCOME = 65k BA IN CULINARY ARTS She is trained culinary expert, a local native of the Pacific Northwest, and owns her own bakery, using only local organic ingredients She is an avid blogger, and actively involved with social media. She loves to bike and is actively involved with the local arts and music scene She loves artisan chocolate and loves exploring new and exciting ways to use chocolate in her baked goods, both for business and personal use
- 12. Media Plan
- 13. Media Plan: SEO Strategies SEASONAL FOCUS CONTENT LONG-TERM • Start seasonal promotions earlier to ensure the searching results accumulate to higher rankings • Paid search listing and Google ads • Keywords of holiday, tradition, and chocolate • Making page copy relevant and descriptive • Freebies and recipes page • Encourage reviews and testimonials • Promote locally: Insert Theo Chocolate in more lists and directories • Make Theo’s Web site mobile friendly • Adopt MOZ or HubSpot to track the performance of the strategy
- 14. • Currently Theo doesn’t have any social media advertising • Budget divided by target geographic region • 50%: 10 current ambassador markets • 50%: General USA chocolate lover market • Twitter and Facebook Ads Suggestion Media Plan: Social Media Advertising
- 15. Action Plan
- 16. Action Plan Receive 50 video submissions for the contest Monitor consumer sentiment towards the brand Appear on the top 10 of search results related to “holiday chocolate” Increase Theo’s Moz Page Authority from 67 to 70 within a 12 month period 1 2 3 4 GOALS Increase consumer awareness during holiday season and improve Theo’s online rankings OBJECTIVES Action Plan
- 17. Action Plan Online advertising Ambassadors activity across the country SEO Strategy “Holiday Traditions” campaign1 2 3 4 STRATEGY Create an IMC plan focused on consumer-created content that supports and increases Theo’s online presence. TACTICS Action Plan(cont.)
- 18. Q1 ‘14 Timeline Preparation and implementation of SEO strategy Creative proposal, testing, feedback, changes Creative and technical deliverables YouTube channel and campaign launch Thanksgiving contest Q2 ‘14 Q3 ‘14 Q4 ‘14 Content reception Hanukkah and Christmas contests End of the campaigm SEO Implementation
- 19. In Summary
- 20. Budget Category Line Item Q1 Q2 Q3 Q4 Total Advertising Facebook $500.00 $500.00 $1,000.00 $1,500.00 $3,500.00 Advertising Twitter $500.00 $500.00 $1,000.00 $15,000.00 $17,000.00 Advertising Google Ads $1,000.00 $1,000.00 $2,000.00 $2,000.00 $6,000.00 $0.00 Creative In- House Videos $5,000.00 $5,000.00 Creative In- House Contest Landing page $1,000.00 $1,000.00 Creative In- House Graphics/Imagery $1,000.00 $1,000.00 OR Creative Out-of- House Videos $30,000.00 $30,000.00 Creative Out-of- House Contest Landing page $20,000.00 $20,000.00 Creative Out-of- House Graphics/Imagery $5,000.00 $5,000.00 Software Moz/Hubspot $600.00 $600.00 $600.00 $600.00 $2,400.00 Collateral Ambassadors - flyers $500.00 $500.00 $1,000.00 Contest Congo Trip 4 two (one grand prize across all three holidays) $12,000.00 $12,000.00 Contest Luxury basket of Theo $200.00 $400.00 $600.00 Contest Legal $600.00 $600.00 $1,200.00 $105,700.00
- 21. Social mentions/engagement Check Theo’s Google organic search results for ‘holiday chocolate’ Video entries to contests Key Performance Indicator Moz Page Rank ROI on social ad spend
- 22. THANK YOU Q & A