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NSAC 2018 Team 352 Final Plans Book: Ocean Spray
- 2. Table of Contents Executive Summary...................pg.3 The Brand.................................pg.4 Competitive Landscape............pg.5 Research................................... pg.7 Customer Analysis.................. pg.8 Personas................................... pg.9 The Strategy.......................... pg.10 Creative................................. pg.11 Media Tactics....................... pg.13 Budget & Flowchart.............. pg.18 Conclusion...........................pg.19 Resources.............................. pg.20 Showcase how this campaign will increase household penetration by 0.5% among Millennials. Develop a marketing campaign that drives relevancy of the Ocean Spray brand across food and beverages. Generate a 7%+ increase in brand equity among Millennial audience. The Challeng e 2
- 3. The tagline that Ocean Spray has lived by since 2011, but do people know about the taste and quality of Ocean Spray’s products. While Ocean Spray is a Fortune 500 company with profits going back to their cranberry and grapefruit growers, they are still unknown to the Millennial demographic as a cooperative. Ocean Spray first collaborated with three cranberry growers on June 22, 1930, beginning the cooperative brand. Ocean Spray has been innovative since the start, from selling cranberry sauce to creating the Craisins brand. Even their juice products have evolved from Cranberry Juice to blends like Cran-Apple and Cran- Grape to healthier options with the Organics line of Organic Cranberry Apple and Organic Cranberry Blueberry. This media plans book will discuss a year long integrated marketing campaign for Ocean Spray targeting Millennials. This report is an overview of the primary and secondary research findings that were used to conclude the overall creative strategy and specific tactics to reach the target market. The campaign will transition from the “Taste Good. Good For You.” tagline to the new national “Growing Families Together” theme. “Tastes Good. Good For You.” Executive Summary 3
- 4. The Bra nd 1930 - Began producing and marketing cranberry sauce under the Ocean Spray brand. 1946 - Fresh cranberries under the Ocean Spray brand. 1963 - Ocean Spray introduces the first blue and white curling wave logo. 1976 - The Cooperative expands to include grapefruit growers in Florida. 1988 - The Craisins brand is born as a dried cranberry ingredient. 1994 - Major health research is published about the role cranberries play in urinary tract infections. 2005 - “Straight from the Bog” campaign begins with two quirky personalities 2005 - Cranberry bogs are brought to the Big Apple with the launch of “Bogs Across America” 1964 - First cranberry blend, Cran-Apple, launches Cran-Apple Cooperative Ocean Spray is a cooperative that has been around for 87 years producing the largest number of cranberries in the world. What started as a small operation in Middleboro, Massachusetts, selling Jellied Cranberry Sauce and Cranberry Juice Cocktail has grown into a flourishing global cooperative. Today, Ocean Spray faces the challenge affecting virtually all established brands: capturing the Millennial. 4
- 5. Competitive Landscape Environmental The juice and dried fruit industries in the United States are expected to experience some small increases in revenue in the years to come. Factors affecting this potential growth are consumers making a conscious effort to choose healthy foods and beverages as well as an increase in discretionary income making healthier, higher priced products more of a buyable option. Currently, the cranberry industry faces difficulties caused by a smaller than expected cranberry harvest in 2017, and the potential threat of the USDA placing requirements on growers to eliminate a percentage of the current year’s crop to avoid a surplus of cranberries. If the decision stands, destroying a large percentage of this already small produced crop could have adverse effects on Ocean Spray’s performance in 2018. Other 22% Coca-Cola Beverages 17% Pepsi Co Inc. 9% Private Label 14% Dr. Pepper 8% 7% 7%6% 2% Juice Company Market Share Dried Fruit Market Share 6% Private Label 74% 9% 4% 7% 5
- 6. 6 -Wide variety of products -Targets families and health conscious consumers -Interactive website -”Start Strong” campaign focusing on kids health -Known as a healthy drink -Controls the vegetable juice drink segment -Brand equity, particularly in the orange juice segment -Supports active lifestyles and runners -Perceived as an old brand -Ability to purchase straight from the website -Considered a premium product -Celebrity Endorsement with Odell Beckham Jr. -”Family Owned. Family Grown.” tagline targeting families -Short video advertisements emphasizing “no added sugar” to their products -Ads targeting healthy options for kids -Current ”V is for Vegetables” campaign -“Should’ve had a V8” advertisements -#MixedWithTrop hashtag for cocktails -#YourBestYou campaign in 2018 encourages people to stay positive and healthy with Tropicana -”Bake it for Santa” humorous Christmas campaign reminding consumers to use Sunmaid raisins for their holiday baking -Advertisements are not emotionally appealling -Mainly focused on the packing and health benefits Brands Strengths Marketing Tactics Perceptual Map Among the target market of adults ages 24-35, the Ocean Spray brand is perceived as low value and moderately emotionally appealling. Our strategy is to reposition Ocean Spray as a family-oriented cooperative, providing a feeling of comfort, love, caring and goodness which will increase the emotional appeal. To increase the consumer’s perception of value, consumers will be presented with opportunities to taste and experience Ocean Spray’s high quality products. HighPerceivedValuePerceivedLowValue High EmotionLow Emotion -Differentiated “premium carafe” packaging -”Honestly Simple” tagline communicates simplicity of their products
- 7. 72% Would purchase Ocean Spray with knowledge of Cooperative There is little awareness of Ocean Spray’s family of growers. Our strategy will capitalize on informing consumers about Ocean Spray as a cooperative and that profits are returned to Ocean Spray’s grower- owners. 88% “I know the brand Ocean Spray” While most consumers are aware of Ocean Spray as a brand, we found the target market is uninformed about the company beyond a general knowledge. With this insight, we plan to create opportunities for consumers to connect more with Ocean Spray’s brand. Primary Research To collect primary data, a survery of 222 respondents uncovered four key insights about the desired target market: 72% “never consumed Ocean Spray product” There is little awareness of Ocean Spray’s family of growers. Our strategy will capitalize on informing consumers about Ocean Spray as a cooperative and that profits are returned to Ocean Spray’s grower- owners. 57% “dislike the taste of cranberries” The taste of cranberries doesn’t appeal to everyone’s taste buds. With Ocean Spray’s various blends and products, consumers need to be informed about the possibilities with cranberry products. 7
- 8. Customer Analysis 9/10 Millennial Moms use online reviews and content for purchasing desicions Millennial Segmentation Time Spent Per day 8 Through our primary and secondary research, we have established the target segment that provides the best opportunity to maximize this integrated marketing campaigns effectiveness and generate a 7% increase in brand equity is Millennial Moms. What she’s looking for in a brand
- 9. Rebecca Location: San Diego, California Age: 28 Household: Married with 2 children ages 2 years and 3 months old Household Income: $80,000 Education: College Graduate Kim Location: Chicago, Illinois Age: 32 Household: 5 year old son Household Income: $60,000 Education: College Graduate Working Single Millennial Mom Stay-At-Home Millennial Mom Media Habits: Kim is active on Facebook, Instagram and Snapchat. Kim shares about product experiences, both positive and negative, and seeks out information from friends. Kim also likes to watch YouTube videos instead of traditional television for entertainment, tutorials and recipes and frequently visits blogs to learn about new products and lifehacks. Purchasing Habits: • Kim seeks relatable brands • She shops online and at grocery stores • Searches for digital coupons • Frequently shops at Kroger, Walmart and Sam’s Club • Kim cares about the quality and origin of products • Open to trying new products • Shares her experience with friends and family via social media. Media Habits: Rebecca, who is consistently on social media, primarily uses Facebook seeking product suggestions and new recipes from peers and influencers to apply to her family’s lifestyle. She does not create much social media content as her primary social media usage is to view content from friends, family and pages followed. Music is an important piece of her lifestyle, and streaming Pandora takes up six hours per week. Purchasing Habits: • Pays attention to product ingredients • Willing to pay a premium if it compliments personal values • Coupons and opinions from other moms influence purchase decisions • Primarily shops at grocery, Costco and Kroger • Prefers one place to shop Personas 9
- 10. The Strategy “Growing Families Together” According to our research, when making product decisions Millennial Moms: • Place high importance on social proof from like-minded influencers • Value peer recommendations • Want to connect with and share the core values of brands Growing Families Together is a statement that unites Millennial families with the cranberry grower families of Ocean Spray. The Growing Families Together campaign will highlight Ocean Spray’s Craisins and three new organic products: 100% Juice Organic Cranberry, 100% Juice Organic Cranberry Apple, and 100% Juice Organic Cranberry Blueberry. They will be emphasized throughout the duration of the campaign as the products available for sampling and displayed in Growing Families Together related advertisements. 10 Based on the results of our analyses of Ocean Spray’s brand values and the purchasing habits of Millennial Moms, we will position Ocean Spray products as a brand with emotional value through our creative strategy: Growing Families Together.
- 11. Creative 11 Print Ads Coupons According to ResponseMedia, Millennial Moms spend more on brands that they have purchased before, rather than trying new products and they enjoy price savings on those brands. Working mothers are even more likely to use coupons when shopping. To capitalize on this behavior, the campaign will integrate digital coupons into social media content to help drive in-store traffic. • Full page November only • Fine Cooking -Readership demographics 79% female 38% ages 24-54 70% married • Food Network -Readership demographics 72% female 35% age 18-35 65% married/engaged
- 12. Cranberry Kickoff Event Measurability: awareness, number of event participants, consideration, brand interest lift, conversion, use of unique coupons and visits to campaign landing page. The Ocean Spray Kickoff 1-day event will take place in Boston, Massachusetts, the nearest target city to Ocean Spray’s headquarters. It will be on June 22, 2018, Ocean Spray’s 88th birthday. During the event, there will be a Snapchat Geofilter set up with a Geofence to capture sharing of the event through this platform. There will be bog farmers and their families at this event to interact and connect with the event goers. Farmers will discusss what it means to be a part of the Ocean Spray family and how they are working to bring the best cranberries from their family to the consumers family. There will be a mini cranberry bog with information on cranberries. A CranVan will be used to serve samples to the event goers and will also serve as a place where chef Objective: “To inform our target market of our brand and product offerings and to create “buzz” around the campaign.” influencers will serve Ocean Spray product infused recipes. In addition, selected influencers will be able to show their recipes on a cooking stage at the event for audiences to watch. There will also be an Ocean Spray Pop-up store set up with products at a discount for event goers to shop. There will also be marketing collateral, including brochures with nutrition facts, SWAG, and ways to connect with the Cran Tribe. We would be highlighting the three organic products. 12
- 13. To promote the Growing Families Together tagline, all social media posts and advertisements for this campaign will include the hashtag #GrowingFamiliesTogether for more engagement with followers and consumers. The engagement through each platform can be measured with insights and trends through social media and click-through rates from the hashtag. Media Tactics Objective: To increase conversion and click-throughs. To help funnel consideration sets through engagement. To act as the focal point for measurement of the campaign. Measurability: Unique users, bounce rate, view time, view through rate, awareness lift, impressions, brand interest lift, consideration lift, clicks, purchase intent lift, comments likes, dislikes, shares, and sentiment. To be able to measure success and analyze click-throughs for all social media and online content, the Growing Families To- gether campaign will have a separate landing page attached to Ocean Spray’s current website. The landing page will display posts across all utilized forms of social media that mention Ocean Spray or the Growing Families Together hashtag. Landing Page 13
- 14. Measurability: Awareness lift, impressions, views, comments and likes. Our secondary research shows Millennial Moms check Facebook around ten times each day, with more Millennial Moms on Facebook than any other social media site. Facebook will be utilized through promoted, boosted and sponsored content supplemented by organic posts. Sponsored posts on Facebook will include coupons, videos and carousel ads targeted specifically to our target market. Facebook Insights will provide the facts of how the posts are doing and which ones gain the most engagement. Objective: To create awareness and buzz around the Growing Families Together campaign. To increase consideration for the Ocean Spray brand through creative content. To create the first step in the conversion cycle. To follow up and engage for post-purchase decisions. Measurability: Awareness lift, impressions, views, comments, likes, shares, followers gained, followers lost and clicks. Instagram posts are in correlation with Facebook content for optimization within the application. Content will be targeted to specific demographics through sponsored posts and stories along with promoted posts. Instagram’s Insights will be used to measure the effectiveness of these posts and stories. Objective: To create awareness and buzz around the Growing Families Together campaign. To increase consideration for the Ocean Spray brand through creative content. To create the first step in the conversion cycle. To follow up and engage for post-purchase decisions. Media Tactics Instagram Facebook 14
- 15. Objective: To increase awareness through impressions. Increase consideration lift. Serve as the first step in the conversion cycle. Measurability: Ad recall lift, awareness lift, impressions, brand interest lift, consideration lift, favorability lift, purchase intent lift, views and clicks. Pandora will be utilized within this campaign as the sole music streaming service. Millennial Moms spend approximately 12 hours each week listening to music online, with Pandora taking up more than half of this streaming time. This campaign will employ multiple ad formats, including billboards and videos to create more engagement with the targeted market. Pandora Snapchat Objective: To engage the target market. To create a tribe through social sharing. Measurability: Awareness lift, brand interest lift, consideration lift, favorability lift, impressions and views. Snapchat will be utilized for regional geofilters created to specifically help promote the campaign event and aid in cultivating brand equity. This is an effective medium as 41% of our target market age group is active on Snapchat. Media Tactics Pinterest Objective: To create consideration sets for brand interest lift. Measurability: Ad recall lift, awareness lift, brand interest lift, favorability lift, consideration lift, impressions, views, clicks, pins, followers gained and followers lost. Millennial Moms are generally active Pinterest users and are looking for new ideas and products on the site. Throughout the campaign, promoted pins will originate from bloggers and influencers to increase brand equity. 15
- 16. Media Tactics Influencers/Bloggers Objective: To increase consideration, awareness and engagement through promoted blogs. Measurability: Brand interest lift, consideration lift, favorability lift, purchase intent lift, clicks, comments, likes, dislikes and shares. We will use social media influencers and bloggers as a way for our campaign to gain social proof with consumers, increasing brand equity. Millennial Moms utilize blogs as a way to get information for purchase decisions. We selected the blogs Cherish 365, A Cup of Jo, asweetpeachef, The Mom Hour and lovetaza. These bloggers match our target markets interest and lifestyles. The recipes promoted through the influencers will be posted on their blog and other platforms. In-Store Strategies Objectives: Awareness, consideration, and conversion. Measurability: Conversions and purchase intent lift, brand interset lift, consideration lift and favorability lift. To create more awareness of Ocean Spray’s Organics line, we have selected fifteen cities with large Millennial Mom populations in which we will target ten stores in each city with in-store samples and displays. Denver Minneapolis Chicago Miami Dallas Houston San Antonio Phoenix BostonNew York D.C San Francisco Los Angeles San Diego Philadelphia These cities were selected based on data about cities with families with moderate income levels, the highest number of Millennial Mom heads of household and the largest concentration of Millennials. 16
- 17. Media Tactics YouTube Objective: To create awareness through engaging content. Increase brand interest lift. Measurability: Ad recall lift, awareness lift, consideration lift, brand interest lift, impressions, unique user and views. YouTube is the leading video-sharing site worldwide and 83% of Millennial Moms frequent YouTube making it an optimal place to advertise the Growing Families Together campaign. Millennial Moms watch videos online for a plethora of reasons including: entertainment, news, product reviews, tutorials and more. With YouTube, advertisements are everywhere and our campaign will make use of billboards and video advertisements. 17
- 18. Budget 18
- 19. Conclusion 19 The Growing Families Together campaign through the Organics and Craisins lines will leverage Ocean Spray in the juice and dried fruit industry as a relevant brand with improved perceived value and emotional appeal. With this marketing strategy implemented for Ocean Spray, they will achieve the three objectives: driving relevancy of the Ocean Spray brands, generating a 7% increase in brand equity and increasing household penetration by 0.5%. These improvements in brand equity will be measured through increases in awareness, consideration, conversions, and engagement as specified with each individual tactic.