Creative inc. Marketing IMC Poland Spring Presentation

Creative Inc. Marketing
Creative Inc. Team
1

Content Outline
Background
S.W.O.T.
Competition
Marketing Goal
Target Audiences
S.T.P.
IMC Campaign Strategy
Budget
Campaign KPI Measurement
Customer Experience
2

Background
Poland Spring
Established in 1845, Poland Spring Brand 100% Natural Spring Water is sourced only from
carefully selected springs in Maine and contains naturally occurring minerals for a crisp,
refreshing taste.
3
Citation: Author. Poland Spring. “About Us”. polandspring.com.date posted not found.
Date retrieved 3/29/16. Retrieved From: www.polandspring.com/?gclid=Cj0KEQjwz-
i3BRDtn53Z5Z7t4PUBEiQA23q2AKwH1iRx-
zxBkZrHVjUafFUJEbTitHxirZ0GrLtLN5waAvf48P8HAQ&gclsrc=aw.ds

Situational Analysis - S.W.O.T.
4Author: https://prezi.com/6d1poenmslia/poland-springs-marketing-plan/
Strengths
● Innovation
● Quality
● Loyalty
● Strong Team
● Strong Brand Equity
● Pricing
Weakness
● Lack of Awareness
● Lack of Diversity
Opportunities
● Emerging Markets/Expansion
● Product/Service Expansion
● Online
Threats
● Competitors
● Sales Competition

Poland Spring Competition
5Author: https://prezi.com/3sjcxbcnzmcw/poland-spring/
Direct Competitors Are:
● Evian
● Aquafina
● Dasani
● Fiji
● Smart Water
● Voss

Creative Inc.
Creative Inc.
Creative Inc. is not just a marketing agency, but rather an agency that will cover all the
fields needed to achieve our client or client's goal or goals.
❖We will use our marketing knowledge, but also engage in creative, media, PR, and
any general actions that are needed to accomplish our goal.
❖We are here to CREATE and we are here to be CREATIVE. We will use any tools
necessary to communicate our message in a unique way.
6

Poland Spring Marketing Goal
Marketing Goal For Poland Spring
Create social awareness for those who do not have access to clean water. We know we can
not help everyone as an individual, but together we can help make a difference through our
“All For One and One For All” campaign.
7

All For One & One For All
For every bottle that Poland Spring sells, a small portion will be donated to the “All For
One & One For All” fund. As an individual, it is difficult to make a difference in the
world, but together we can hydrate the world one step at a time.
“All For One & One For All” campaign is not here to just make a difference in the world,
but to make a long lasting difference that will stay for years to come.
8Author: Kim T. Gordon. “Cause Marketing Matters to Consumers”. Date posted. Not
found. Entrepreneur.com. Date retrieved 3/31/16. Retrieved From:
http://www.entrepreneur.com/article/197820

The Process
Our team will connect with local experts and community member to find the best sustainable
solution in each place where we work, whether it’s a well, a piped system, a BioSand
Filter, or a system for harvesting rainwater. And with every water point we fund, our
partners coordinate sanitation and hygiene training, and establish a local Water Committee
to help keep water flowing for years to come
9Author: Charity:Water “How We Work”. Date Not Found. CharityWater.org. Date
Retrieved 4/7/16. Retrieved From: http://www.charitywater.org/projects/

Where We Work
We will aim to work with many countries around the globe - in Africa, Asia, Central and
South America. Water scarcity, poverty, political stability and strong partner
organizations all play a part in where our “One For All & All For One” campaign will reach
out to. We will focus on providing rural communities with their first access to clean
water.
10Author: Charity:Water “How We Work”. Date Not Found. CharityWater.org. Date
Retrieved 4/7/16. Retrieved From: http://www.charitywater.org/projects/
Cambodia
Bangladesh
Nepal
India
Pakistan

Why Cause Marketing?
11
Author: http://www.selfishgiving.com/blog/category/10-best-cause-marketing-promotions-of-2013
Author: www.telegraph.co.uk/finance/enterprise/11580387/How-Toms-made-hundreds-of-millions-of-
dollars-by-giving-shoes-away.html
“Two reasons. First, it raised a boatload of money for the One Fund, the
fund set up for the victims of the Boston Marathon Bombing. Nick and
Chris had hoped to sell a couple hundred shirts. Instead they sold over
59,000 tees and raised nearly one million dollars. Second, what Nick
and Chris did with Milwaukee-based Ink for the People is the shape of
cause marketing to come. Do-gooders like Nick and Chris are
Halopreneurs - small time operators that leverage a business platform -
usually temporarily - to raise money for good causes.”
“Tom has demonstrated that it’s possible to
have a social purpose and operates as a
successful business.”
“When you buy coffee you
can support a fund that gives
free coffee to someone who
can't afford to pay.”

Why Cause Marketing?
12
Author: Kim T. Gordon. “Cause Marketing Matters to Consumers”. Date posted. Not found.
Entrepreneur.com. Date retrieved 3/31/16. Retrieved From:
http://www.entrepreneur.com/article/197820
Benefit
Our campaign will not only have a good cause, but our campaign will increase “Poland
Spring” reputation.
The number of consumers who say they would switch from one brand to another if the other
brand were associated with a good cause has climbed to 87 percent, a dramatic increase
in recent years, according to a Cone Cause Evolution Survey.

Target Audiences
13
Consumers
Charitable Cheryl Thirsty Tyler

Creative Inc. Marketing 14
Thirsty Tyler
Consumers who shows signs of Thirst
● Male/Female
● Generation X, Y and Z
● Anywhere in the U.S.
Athlete
“Need to stay
HYDRATED, so I can
maintain my athletic
performance”.
Health Conscious
“I drink water to stay healthy”.
“Bottle waters are better than tap water”.
“H2O or hell No”.
“I am thirsty and need something
quick to stay hydrated”.

Charitable Cheryl
Consumer who are charitable
● Male/Female
● Generation X, Y and Z
● Anywhere in the U.S.
Charitable
“Water is life, I must help those in
need”.
“It makes me happy to see that I can
make a difference in someone’s life”.
“I am thirsty and need something
quick to stay hydrated”.
“Hmm...which water bottle should I
choose? Oh! I’ll choose Poland
Spring because their bottle will help
those in need”.

Charitable Cheryl
Thirsty Tyler
Male/Female
● Charitable
● Athlete
Generation: X, Y, and Z
Location: United States
● Does campaigns
because it feels
good to help
others.
● Drinks a lot of
water to stay fit
● Positive thinker
● Spreads
awareness about
clean water via
social media
Convenience
● Thirsty
● Health
Conscious

S.T.P.
17
Strategy
Appeal to consumers who show support of
a cause or consumers who are thirsty and
wants the best choice of healthy water
Methods
-Geographic- United States
-Demographic - Everyone, and
Generation: X, Y, and Z
- Psychographic - Health conscious,
active people, charitable people
- Benefit - Health benefits, the good
feeling of giving benefits
- Behavioral - Consumers throughout the
day
Targeting
-There will be Undifferentiated
Targeting.
- Will not just target one single
segment
- Will not market differently for
each segment
Why?
- Because all segments are
equally appealing
- EVERY consumer will
receive the same benefits
Value Proposition
“All For One & One For All”
- Feel good to be in a community
that supports a cause
Unique Selling Proposition
- Consumers know that Poland
Spring water is not only the best
water, but a water company that
will give back
Delivery
- United States
Packaging
- Green Packaging
Author: https://prezi.com/6d1poenmslia/poland-springs-marketing-plan/

Strategy
18
Campaign Funnel Targeting Strategy Tactics
Create Awareness
Consideration
Conversion
National Audience within water &
charitable channels Run of Networks, Social Media, Commercial,
Billboard, and Radio
Product
Purchase
Or
Donation
Made
Drive consideration during
evaluation and research phase
Discovery phase where interest is created, little
or no brand affiliation
Targeting certain geographic
areas
Target online through Search and
Keyword
Target
Audience
Search Retargeting
Site Retargeting
Programmatic
Site
Retargeting
Market
Segmentation

IMC Campaign Snapshot
19
Consumers
Social MediaRadioCommercial Billboard

IMC Campaign Locations
Commercial
Billboard
Radio
Social Media

Social Media
21

Social Media
22
Creative Inc. Marketing strives to use Twitter, Instagram, Facebook, and
Snapchat to promote our “All For One & One For All” campaign. Our goal is to
increase traffic, engagement, and followers to our campaign. We intend to gain
national attention in large cities like Boston, Los Angeles, and New York City.
These cities are important to the campaign because they have dense populations
of people, and lot of influence on brand campaigns
Social Media will be used to update Poland Spring users on how much money has
been raised and how users can contribute to the cause in other ways. On each
social media page, there will be a link to the campaign landing page.

Strategy: Use popular hashtags to expand the scope of the campaign
Times of Postings: Primarily during the workweek between 4:00pm and 8:00pm,
Specifically focusing on 5:00pm. Studies show that 5:00pm is the peak time to post on
Twitter because it is during down times such as commuting.
Posts per week: 10 posts per week.
In the “All For One & One For All” campaign twitter profile there will be a link to the Landing
Page where people can offer their donations to support the cause.
Source: http://coschedule.com/blog/best-times-to-post-on-social-media/

Strategy: The instagram is a mobile app, which means it can be used anytime
and anywhere. Creative Inc. plans to take advantage of this and promote its
campaign continuously on Instagram
Times of posts: Throughout the week, with increased posts on Mondays and
Thursdays from 10:00am-3pm, and 5:00pm-9:00pm. Entertaining videos will
be posted between the hours of 9:00pm-8:00am.
Posts per Week: 10 posts per week
The posts will feature images, short videos, pictures of green landscapes, and
the people who are benefiting from the campaign.

Strategy: Creative Inc. will consider the fact that Facebook users are on
mobiles and desktops. The times of postings will have to cater to both
groups of consumers.
Times of Posts: Saturdays and Sundays 12:00pm-1:00pm, Thursdays and
Friday 1:00pm-4:00pm, and Wednesdays at 3:00pm.
Posts per week: 10 posts per week

Strategy: Implement the use of Poland Spring filters,geo-tags, and snap
stories to increase awareness of the campaign in the measure of number of
times viewed.
Time of postings: Any week day, after 8pm since snapchat is primarily used by
middle school, high school, and college students. That is the time that works
best with their schedules
Times per week: 7 snap stories per week
Source: http://wojdylosocialmedia.com/best-time-share-snapchat-stories-get-
views/

Landing Page
Our landing page will help consumers learn more about the “All
for One & One for All” campaign.
- Donate for the Cause tab:
- This tab will give people the opportunity to donate
- People can see what others have donated in the
past 24 hours
- Our Progress tab:
- Give an explanation of how the campaign came
about
- display charts of our overall progress in donations
-Meet the team tab:
- Introduce and give background on the core team
members

Commercial
28

Commercial
Source: https://www.youtube.com/watch?v=ffh4FzJtXSQ

Billboard
30

Billboard
From Nature To You From You To Those In Need
“All For One & One For All” Campaign#OneForAll

Radio
32

Starts with the noise of drinking water and then a slow progression into a voiceover of
Morgan Freeman’s saying “Water, the source of life as we know it. With it, humanity has
thrived and created unimaginable phenomenon. Without it, life would cease to exist. That is
why I choose Poland Spring water because Poland Spring is 100% Natural Spring Water
and with Poland Spring “All For One & One For All” campaign, every Poland Spring
bottle you purchase, a small donation of that purchase will go to their “All For One & One
For All” fund and help those countries in need of water.
33
Radio

Strategy
Appear on NPR radio, KISS 108, and 104.1
Time of Posting
7-9 AM weekdays as the service is released
5-6 PM Weekdays
10-11 PM Weekends
Post per Day
Once every half hour on each station
Source: http://wojdylosocialmedia.com/best-time-share-snapchat-stories-get-
views/

Budget
35

Budget
36
Social Media $50,000
Commercial Boston $342,000
New York $342,000
California $342,000
Billboard Boston $550,000
New York $300,000
California - LA $20,000
Radio Boston $4,000
New York $4,000
California - LA $500
Total $1,954,500.00

Campaign
KPI
Measurement
37

KPI Measurement
Billboard
Goal Description Performance
Cost Outdoor / Sales Volume
( Cost of Outdoor advertising to sales
volume ratio)
There is no real evidence of outdoor
advertising, this ratio shows the general
trend.
Cost Outdoor / In Ratio
(Cost of outdoor advertising to number of
inquiries ratio)
This measurement will allow us to make
appropriate calculation of cost per inquiry.
Budget allocated for the Outdoor
advertising / Budget Spent
Measure our success is appropriate to our
financial budget goals.
Number of Photo Reports actually
received to number of photo reports
planned
Measure the success of amount of
impressions that were impacted
Billboard: http://www.strategy2act.com/solutions/outdoor_advertising_excel.htm

KPI Measurement
Commercial
Operating Revenues Measurement for financial success
Broadcast Cash Flow Rise This metrics measures the cash inflows
and outflows occurring in the operation of
our campaign
Percentage of reporting units that
show profit
Measures the overall view of the extent to
which different reporting units are
profitable.
Operating Expenses Measures the amount of expenditure
being incurred by the TV station unit
Commercial: http://www.strategy2act.com/solutions/television_station_excel.htm

KPI Measurement
Radio
Annual Revenue This metric is direct and useful. This KPI
is an indicator to known the financial stand
of the radiostation.
Sales This is to judge the financial performance
Radio: http://www.strategy2act.com/solutions/radio_station_excel.htm

KPI Measurement
Social Media
Awareness Metrics will be drawn from views,
impressions, and unique users
Consideration Metrics to Measure are:
View-through rate and watch time
Action Metrics to Measure are:
Clicks, calls, donations made, sales and
purchase intent lift
Tools for Measuring KPIs Youtube Analytics
Google Analytics
AdWords
Social Media: https://www.thinkwithgoogle.com/articles/how-identify-right-kpis-online-
video.html?utm_source=2016-02-think-content-alert-usa&utm_medium=email-d&utm_campaign=20160224-
advertising-alert-OT-GM-MG&utm_content=article-
title&mkt_tok=eyJpIjoiT0dRd01HUmlaVEEyWmpNNSIsInQiOiJYOFc3Y3dYaGxlRWFHYkJrS3AzUmRFM2N
oTjROdHgrZWFEejBrWnU0dDRjZHFuVDNLZ0VBbWFhWmg3cFFRY0JJRmV0UlhQODNxQkNcL3BxakdJM

Customer Experience
42

Customer Experience
43
Social
Media
Radio
Billboard
Commercial
Purchase
Product
Landing Page Make a Donation
Send Email
Confirmation
Repurchase Product
Or
Exit/Finish Product
Notify
of
Update
Retarget
Through
Landing Page
Social Media
Radio
Billboard
Commercial

“All For One & One For All”
From Nature to You, From You to those in Need
Author: Mopictureskorea. “Hunger Saver, Water is Life”. Date posted April 19, 2013.
Youtube.com. Date retrieved 4/7/16. Retrieved From:
https://www.youtube.com/watch?v=D8vnqAOJhjk

Creative Inc. Team:
Andy He
Havisha Mehta
Jaime Silva
Spero Dimas
Wendy Wong
45

Creative inc. Marketing IMC Poland Spring Presentation

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