The document outlines a marketing strategy for a new ice cream brand called "Seriously Good Ice Cream". The strategy includes developing a brand identity with a logo, tagline, and packaging design. It also includes a two month media plan focusing on owned, paid, and earned media like social media, radio ads, outdoor ads, and marketing at local farmers markets. The goal is to build awareness of the brand's unique proposition of providing fiber in ice cream and drive trial among target customers.

1. SERIOUSLY GOOD ICE CREAM
morgan randi tara albero natalie

2. 1) Create a brand identity that stands out
2) Drive trial for initial purchase
o b j e c t i v e s
d e l i v e r a b l e s
Tagline
Logo
packaging
Paid
Owned
Earned media
plan
Target
persona
Elevator
statement

3. INDULGERS
M I L L E N N I A L S
ONE SCOOP
WONDERS
4 5 +
S e r i o u s l y d i f f e r e n t t a r g e t s
B U Y I C E C R E A M
C O N S I S T E N T LY
M O R E D I S C R E S I O N A R Y
I N C O M E
S E E I C E C R E A M A S
PA R T O F A W E L L
R O U N D E D M E A L
A W A R E F I B E R C A N TA S T E
G O O D
S E E K S O U T T H E H E A LT H
B E N E F I T

4. “In order to be
remembered in a
crowded marketplace, it
helps if your business
has a trait that is worth
remembering.”A u t h o r , T H E O D O R E L E V V I T
O N U S P s

5. OUR ADVERTISING
WILL CONVINCE ONE
SCOOP WONDERS
THAT
ICE CREAM WITH
FIBER IS A THING, AND
IT’S SERIOUSLY GOOD.
E L E VAT O R
S TAT E M E N T

6. Seriously flavorful,
Seriously fiberful,
Seriously
good.
S e r i o u s l y g o o d t a g l i n e

7. S e r i o u s l y g o o d B R A N D
WHO ARE
WE?
TELL IT
LIKE IT ISFU N N Y
D AD J OKES
TR U STW OR
TH Y

8. S e r i o u s l y g o o d C R E AT I V E
S T R AT E G Y
Build USP awareness
Establish the name
MAKE IT FUN

9. S e r i o u s l y g o o d 2 m o n t h M E D I A S T R AT E G Y
EAR
NED
OWN
ED
PAID
$26,072

10. S e r i o u s l y g o o d M E D I A
S T R AT E G Y
OWN
ED

11. S e r i o u s l y g o o d M E D I A
S T R AT E G Y
OWN
ED

12. S e r i o u s l y g o o d M E D I A
S T R AT E G Y
OWN
ED

13. S e r i o u s l y g o o d M E D I A
S T R AT E G Y
OWN
ED
P r o v i d e n c e f l e a
H o p e s t . f a r m e r s
m a r k e t
P a w t u c k e t
f a r m e r s m a r k e t
B r i s t o l f a r m e r s
m a r k e t
N e w p o r t f a r m e r s
m a r k e t
$ 5 0 0

14. S e r i o u s l y g o o d M E D I A
S T R AT E G Y
OWN
ED

15. S e r i o u s l y g o o d M E D I A
S T R AT E G Y
PAID
B R A N D E D + U N B R A N D E D
K E Y W O R D S
$ 1 , 0 0 0

16. S e r i o u s l y g o o d M E D I A
S T R AT E G Y
PAID
L O C AT I O N S n e a r
W h o l e f o o d s +
D a v e ’s m a r k e t p l a c e
8 we e k s X 8 B O A R D S
$ 6 0 0 / s h e l t e r
$ 4 , 8 0 0

17. S e r i o u s l y g o o d M E D I A
S T R AT E G Y
PAID
TA G L I N E
PA C K A G I N G
W H E R E T O
B U Y
S I M P L E

18. S e r i o u s l y g o o d M E D I A
S T R AT E G Y
PAID
Ta r g e t i n g :
A g e 4 5 - 6 0
R h o d e i s l a n d
F i b e r - r e l a t e d
i n t e r e s t s
L i k e s D a v e ' s
m a r k e t p l a c e
Seriously Good Ice Cream

19. S e r i o u s l y g o o d M E D I A
S T R AT E G Y
PAID
R U N O N 3 S TAT I O N S :
+ L I T E R O C K 1 0 5
_ WA D K - A M 1 5 4 0
+ W W B B F M 1 0 1 . 5
( 2 G R P S E A C H )
I N A M + P M D R I V E T I M E
S C H E D U L E
$ 1 8 , 5 7 2 . 5 0

20. S e r i o u s l y g o o d M E D I A
S T R AT E G Y
EARN
ED
S c o o p
a w a y
B e t t e r f o r
y o u
S e r i o u s l y
g o o d

21. S e r i o u s l y g o o d M E D I A
S T R AT E G Y
EARN
ED
SERIOUS
SONGS
FOR
SERIOUS
SCOOPERS
U S E R G E N E R AT E D
C O N T E N T
Seriously Good Ice Cream

22. S e r i o u s l y g o o d 2 m o n t h M E D I A S T R AT E G Y
EAR
NED
OWN
ED
PAID
$26,072= 1,280,000
impr es s ions
R A D I O
O U T D O O R
S O C I A L
G o o g l e a d
w o r d s
L o g o
P a c k a g i n g
I c e c r e a m c a r t
w e b s i t e
s o c i a l m e d i a
S o n g c o n t e s t

23. s e r io u s ly
d e live r in g o n
yo u r o b je c tive s

24. Thanks!( s er ious ly)