Final Sweet Bee Book

8/2/2019 Final Sweet Bee Book

1/19

Adversing

Campaign

Book

Produced by:

Rebecca Agee

Shelby Ballou

Brian Delaporte

Alexis Groves

Heather McNelis

Principles

of

AdvertisingJam

es

M

adisonUniversity


2/19

Sweet Bee Advertising Campaign For Those Who Want It All

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Sweet Bee Premium Frozen Yogurt

Adversing CampaignRebecca AgeeShelby BallouBrian Delaporte Alexis GrovesHeather McNelis

Principles of AdvertisingSMAD 256

Dr. John Guiniven

Sweet Bee Frozen Yogurt

Copyright 2011

All Rights Reserved

For Tose Who Want It All


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Table of Contents Introducon

Table of Contents

Executive Summary

Creative Brief

Situational Analysis

Problems and Opportunities

Goals and Objectives

Competitor Analysis

Markets, Segments, and Publics

Strategies

Tactic Implementation

Evaluation

Budget

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Content

Appendices Appendix A: Bus AdvertisementsAppendix B: Droid/iPhone Application

Appendix C: Newspaper Advertisements

Appendix D: Flyer

Appendix E: Coupons

Appendix F: Punch Cards

There are three phases to our 2011 Sweet Bee Frozen Yogurt Campaign.

1. Increase awareness of the Sweet Bee Frozen Yogurt brand by 60 percent within two months. Simultaneously increase awareness of the health benets

of our product in both men and women by 50 perce nt within two months.

2. Increase the positive perception that Sweet Bee Frozen Yogurt tastes just as good as ice cream by 40 percent within six months. Simultaneously in-

crease desire for Sweet Bee Frozen Yogurt over other brands/competitors by 40 percent within six months.

3. Increase sales of Sweet Bee products by 35 percent within ten months. Increase sales of Sweet Bee products by repeat customers by 25 percent

within ten months.

This campaign is geared toward promoting Sweet Bee Frozen Yogurt to local Harrisonburg communities by stressing the health benets of frozen yogurt

in comparison to ice cream. Before the grand opening of Sweet Bee Frozen Yogurt, locals of the city of Harrisonburg, VA were strictly limited to ice

cream at Cold Stone Creamery, Klines Dairy Bar, and Brusters. With the emergence of Sweet Bee

as the rst frozen yogurt bar in Harrisonburg, the goal of our campaign is to show our target audi-

ence that frozen yogurt tastes just as satisfying as ice cream and also contains several health ben-

ets that ice cream does not. Ultimately, Sweet Bee Frozen Yogurt is the healthiest and best tasting

choice possible, and we want Sweet Bees customers to believe this and act upon that belief.

gg


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Creave BriefDear Sweet Bee Creative Team,

In the Spring of 2012 , Sweet Bee Frozen Yogurt will be launching its campaign Taste of Cream, Health of Yogurt, For Those Who Want it All in Harri-

sonburg, Virginia. Within this campaign, we will be stressing the health benets of frozen yogurt while simultaneously emphasizing the fact that our health

conscious frozen yogurt is a treat to the taste buds. Dessert and healthy arent usually words associated with one another, but associating these words is

what Sweet Bee Frozen Yogurt is aiming to do.

Sweet Bee Frozen Yogurt is a brand new self-serve frozen yogurt bar nestled in the quaint college town that surrounds James Madison University. With

only one location on Reservoir Street, directly across from the East side of James Madison Universitys college campus, Sweet Bee s campaign will target

health-conscious high school and college students ages 16-25. This will encompass Harrisonburg High Schools population as well as the college popula-

tions of James Madison University, Blue Ridge Community College, Eastern Mennonite University, and Bridgewater College.

Our main goals for this campaign is to closely align each tactic with consumer motivations and company values. We will use a variety of specied tactics to

create an effective campaign that reaches our target audience, center our campaign on increasing community knowledge of frozen yogurt health benets

versus ice cream, and prominently distinguish Sweet Bee Frozen Yogurt from neighboring competitors as the premium frozen yogurt of Harrisonburg,

Virginia.

To reach members of our audience, we will use an extensive combination of traditional and media tactics. In regards to traditional tactics, we will run

advertising and coupons in Harrionburgs local newspaper The Daily News Recordas well as the student-run newspapers at JMU, Bridgewater College,

and Eastern Mennonite University; these newspapers are The Breeze, Veritas, and The Weather Vane. Further, we will strategically place advertisements on

both the insides and outside of Harrisonburg buses and will run advertisements on local television channels as well as in Harrisonburg High Schools

daily news announcements. We will also use a variety of social media (Twitter, Facebook, Four Square, iPhone app, etc.) to advertise Sweet Bee Frozen

Yogurt and converse with Sweet Bee customers.

Our advertising design and style will focus on the opportunity for health-conscious students with a sweet tooth to indulge in a treat without feeling

guilty about their consumption later. We will create advertisements that accentuate how living a healthy lifestyle does not necessarily mean giving up

desserts, specically Sweet Bee Frozen Yogurt. We will incorporate various slogans that end with, For Those Who Want it All with the Sweet Be e

logo clearly displayed against a backdrop of succulent frozen yogurt pictures as well as the various toppings available.

Ultimately, the Taste of Cream, Health of Yogurt: For Those Who Want it All campaign proudly

emphasizes the fact that one can indulge while staying healthy. Gone are the days when living a

healthy lifestyle or dieting involved strict guidelines that strayed further away from desserts and

sweet delicacies. With the outstanding health benets of Sweet Bee Frozen Yogurt, indulging is no

longer a guilty pleasure but rather the standard of healthy living.

Sincerely,

Sweet Bee Advertising


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Situaonal AnalysisCurrently, Sweet Bee Frozen Yogurt occupies a single location on Reser voir Street in Harrisonburg, Virginia. Just having opened in July 2011, Sweet Bee is

still in the process of establishing itself as a reputable and trustworthy business within local Harrisonburg communities. In the midst of this establishment,

Sweet Bee has found itself in close proximity with several competitors. These competitors include Cold Stone Creamery, Klines Dairy Bar, and Br usters

Real Ice Cream. We will go into more depth about these businesses on the Competitors page, but noteworthy is the fact that Sweet Be e Frozen Yogurt is

the only frozen yogurt bar in Harrisonburg, Virginia. This puts the company in a great position to advertise the health benets of their frozen yogurt to a

more health-conscious high school and college aged population.

Sweet Bee is also at a slight disadvantage, however, because it can be assumed that the local Harrisonburg population has become accustomed to eating ice

cream, and not frozen yogurt. Frozen yogurt is a fairly foreign concept in the area, and our c ampaign must seamlessly intertwine the health benets of fro -

zen yogurt while advertising the extreme similarities of frozen yogurt to ice c ream. Thats why Taste of Cream, Health of Yogurt: For Those Who Want it

All is a perfect slogan for this campaign.


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Problems & Opportunies

Problems

Sweet Bee is faced with the challenge of establishing itself as a reputable local business while raising awareness of the health benets of frozen yogurt.

Brand loyalty to other dessert shops in the area will cause Sweet Be e to need to differe ntiate from the other shops, and is doing so by advertising the

benets of eating yogurt over ice cream. Advertising geared toward non-health conscious publics will focus on the large selection of yogurt avors and

toppings available to choose from.

Sweet Bee must distinguish itself from close-in-proximity competitors while obtaining its own newly established loyal customer base. By focusing on cou-

pons, punch cards, and mobile phone applications, Sweet Bee will reach the budget-conscious, tech-savvy 16-25 year old population.

Name recognition and awareness are always problems for newly established businesses. Sweet Bee is competing against franchises with a much larger

marketing budget and reach. Although Sweet Bee will not dominate any one medium with advertising, it will have the most presence on James Madison

Universitys campus through Sweet Bee on the Commons Day, advertisements in The Breeze, and HDPT bus advertisements.

Opportunities

Sweet Bee is a breath of fresh air in Harrisonburg, Virginia. Being the only dessert shop that is entirely dedicated to frozen yogurt will allow for Sweet

Bee to gain the health-conscious customer base that usually avoids ice cream. Being original and unique will cr eate curiosity in the public and therefore

raised awareness of the business.

James Madison University has a high population of women, approximately 62 percent, who tend to be more health conscious than men. This is particu-

larly ideal in an environment notorious for encouraging the freshman 15, which means Sweet Bees distinction and edge is particularly appealing to a

large segment of the population.

Sweet Bee has the advantage of being certied with health guarantees that are backed by the National Yogurt Association. This adds both credibility and

originality to the brand.

Sweet Bee is the only dessert shop that currently accepts FLEX. FLEX is a monetary account

through the JMU student identication cards that can be used for purchases on and off campus. Ac-

cepting FLEX adds another way for JMU students to enjoy Sweet Bee.


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Goals & ObjecvesGoals

The main goal of this campaign is to increase the awareness among the Harrisonburg community of the of health of frozen yogurt over similar alterna-

tives. Additionally, the advertising goal is to raise awareness of the Sweet Bee brand (a new company in the community) as it distinguishes itself from

other dessert locations.

ObjectivesAwareness Phase

To increase awareness of our brand by 60 percent in the Harrisonburg population within two months.

To increase awareness of the health benets of our product in our target audience by 50 percent within two months.

Attitudinal Phase

To create a positive perception that Sweet Bee Frozen Yogurt is just as good as soft ice cream by 40 percent market

within six months.

To increase desire for Sweet Bee Frozen Yogurt over other brands/competitors by 40 percent within six months.

Behavioral Phase

To increase sales of Sweet Bee products by 35 percent within ten months.

To increase sales of Sweet Bee products by repeat customers by 25 percent within ten months.

To implement an effective campaign that reaches our target audience by using a variety of specied tactics

To increase Sweet Bee name recall by effectively pursuing potential customers

To center all aspects of our campaign around the health and tness concerns within the community

To increase knowledge of health benets of Sweet Bee Frozen Yogurt over ice cream in Harrisonburg communities

To distinguish Sweet Bee from neighboring competitors as the premium frozen dessert

To encourage repeat business by creating and maintaining a positive perception from loyal customers within the community


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Competor AnalysisThree main threats were detecte d in the immediate Harrisonburg area including Cold Stone Creamery, Klines, and Brusters. These three locations all have

unique competitive edges from which Sweet Bee must distinguish itself. The threats of these locations have been outlined below.

Cold Stone Threats

Cold Stone Creamery has both national and international name recognition. With locations in 17 different countries, Cold Stone continues to expand

and its popularity is constantly on the rise. Only eight years after opening, Cold Stone served its one-millionth ice cream cone, which reects its successful

work ethic. With 20 years of ice cream making under its belt, Cold Stone is becoming one of the most well known ice cream venues in the U.S. and posesas a threat to Sweet bee.

In Harrisonburg, Cold Stones competition is predominant in a few different areas. Other than having name recognition on their side, Cold Stone identi-

es its ice cream as Super Premium, while Sweet bee frozen yogurt has Premium Frozen Yogurt. In addition, Cold Stone crew members are known

for singing after receiving tips, while Sweet bee does not currently have singing as part of their customer-employee interaction. Last, Cold Stone is located

directly across the street f rom Wal-Mart, which is easily visible to the public eye from afar, while Sweet Bee is located around the corner and not visible to

the convenient store shoppers.

Klines Threats

Klines Dairy Bar is one of the Must Visit places while in Har risonburg. Its combi-

nation of being family owned and making their custard fresh daily makes it a pro-

found competitor to Sweet Bees Frozen Yogurt. With almost 70 years in business,

Klines promotes its high quality ingredients and old fashion ice cream making tech-

nique as a reason to stop by to one of its two locations downtown.

In addition, Klines is known for its Fla-

vor Forecast. Klines posts a avor of

the week with dates showing how long this

avor is available. Every four months a new

Flavor Forecast is made available on the

Klines website, for customers to try some-

thing new each week. The Flavor Fore-cast not only increases customer loyalty but

also attracts new customers who have never

tried these avors.

Brusters Threats

Brusters is a nationwide known ice cream

franchise that began in 1989. Some of

its popularity is due to the fact that Brusters makes its own ice cream, cakes and cones that are sold on location in their stores. As many may not know,

Brusters has ice cream for dogs. Dog owners do not have to feel guilty about leaving the house to go out for a treat because they can bring their dogs along

for one too.


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Markets, Segments & Publics

Sweet Bees Taste of Cream, Health of Yogurt, For Those Who Want It All Campaign will target a demographic of health conscious 16-25 year old men

and women. This target audience will r ange from high school students who can drive, all the way up to undergraduate and g raduate college-age students.

We have split our target audience of consumers into two primary publics: latent and aware. Our latent public consists of 80 percent of the target market,

which has either never heard of Sweet Bee Frozen Yogurt or knows of Sweet Bee but has never tried the product. Our active public seemingly consists of

20 percent of the market. Twenty percent of our target audience has either heard about Sweet Bee and tried it, or know about Sweet Bee, like it, and have

become returning customers. By working through these two primary markets, we believe we will effectively reach out to those who are unfamiliar with fro-

zen yogurt and the health benets that come along with it. We will also reach out to those who are familiar with Sweet Bee and its health benets and keep

this active public coming back for more.

In addition, we have further segmented our two primary publics into two narrower sections: health conscious consumers and non-health conscious con-

sumers. Health conscious consumers are those who are either concerned about their own personal weight gain from eating our product or those who are

interested in gaining a higher level of health satisfaction overall. Non-health conscious consumers are those who are either unaware of the health risks

from eating ice cream as opposed to frozen yogurt, or those who are simply unconcerned with their health and do not see the point in switching over

from ice cream to a new beneciary treat like frozen yogurt.

We believe that by segmenting our target audience of 16-25 year-old men and women either high school or college -aged into primarily latent and

aware publics, that we will be able to achieve the most out of our marketing and advertising scheme. By additionally segmenting our market even

further to appeal to both health and non-health conscious consumers, we feel that we c an get the most out of our goals and objectives and ulti-

mately achieve what we envision for Sweet Bee and the future of frozen yogurt.


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StrategiesOur strategies are broken up in the same way as our objectives for the Sweet Bee advertising campaign, in three phases: awareness, attitudinal, and behav-

ioral. These phases are strategically planned acc ording to the seasons in which they will be implemented as frozen desserts tend to be more popular in the

warmer months. Some tactics are implemented in more than one or all of the phases in order to provide a sense of continuity for our target audience.

Awareness Phase: February to March

The awareness phase calls for a variety of tactics that will help Harrisonburg residents recognize Sweet Bee as a brand of frozen yogurt. This will further

allow them to identify and understand the specic health differences between ice cream and frozen yogurt that afrm the latter as the better choice. In theawareness phase, the following tactics will be implemented and utilized:

HDPT Bus Advertisements

Since research suggests that captive audiences will pay attention to an advertisement when there is nothing better to do (such as when they are standing

in the elevator), we decided to put Sweet Bee advertisements both in and on the buses. This way both JMU students and Harrisonburg residents, riders

and non-riders, will be exposed to the advertisements. The advertisements on the side of the buses will introduce the public to the slogan, For those who

want it all.

Newspaper Advertisements

An attractive quarter-page advertisement will be placed in The Breeze, Veritas, The Weather Vane, and The Daily News Record. It will display the brands slogan

as well as a delicious looking frozen yogurt, happy looking customers, and witty or fun-to-read copy. The advertisement itself will change weekly.

Social Media Implementation

As our target market becomes more aware of our brand there is an increased chance that potential customers will start to look for us on social networking

sites such as Facebook and Twitter. We will need to have a presence on these sites and a social media strateg y to go with it. Though Sweet Bee already hasa Facebook, the site could benet from increased customer interaction. A Twitter account must be established for the company. It too will try to excite

and engage customers by interacting with them.

Public Television Commercials

In order to increase awareness in the general Harrisonburg community, Sweet Bee will air short commercials on local television channels. These commer-

cials will focus on the campaign slogan, Taste of Cream, Health of Yogurt: For Those Who Want it All, integrating various themes that are conveyed

in the designs displayed in the appendices. By emphasizing the health benets of Sweet Bee Frozen

Yogurt and relevant interests of our target audience such as study breaks and date nights, Sweet Bee

will effectively stress a consistent message of simultaneous health and indulgence. These television

commercials will reach a large portion of our target audience, as high school and college students

spend approximately three hours watching te levision each day.


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(connued)

Strategies

Attitudinal Phase: April to July

The attitudinal phase builds upon the awareness phase as the bus advertisements and the periodic fundraisers continue, but the campaign itself grows

more complex as the objectives shift. The objectives in this phase involve increasing the perception of Sweet Bee Frozen Yogurt as better than competi-

tors ice cream in that it tastes just as great but boasts additional benets. Ultimately, wed like to increase a desire among the target market for Sweet Bee,

and hope to make these changes with three additional dened tactics.

JMU / Harrisonburg High School Fundraiser

In order to increase awareness of the Sweet Bee brand in the smaller segment of our target market, Sweet Bee will designate specic dates in which 10

percent of the proceeds from high school students sponsor Harrisonburg High School clubs and activities. Sweet Bee will give similar offers to different

sports teams and clubs throughout the year to kee p enthusiasm in even smaller segments alive. Also, within this tactic, Sweet Bee will sponsor announce-

ments twice a week on the d aily Harrisonburg High School news to inform students of fundraisers happening throughout the month, current avors and

discounts.

Sweet Bee on the Commons Day

James Madison University students are the main target for this campaign. As such, Sweet Be e is willing to make the biggest investment on raising aware-

ness within this segment. Sweet Bee on the Commons Day will be a one-day investment where Sweet Bees original frozen yogurt avor will be brought

to the most central part of campusthe Commonsin order for students to try it.

The entire spread of available toppings will be paired with the frozen yogurt display. Students will be encouraged to try a free 2 oz frozen yogurt with

toppings they put on themselves, the same way it is purchased in the store. Flye rs given out during the event will list interesting facts about the healthbenets of frozen yogurt.

This promotion is meant to generate excitement about Sweet Bee and send the message to students that Sweet Bee is a fun, healthy brand with delicious

products.

Droid / iPhone Application

To once again generate excitement about the brand, a Smartphone application will be created that

will be compatible with both Droid and iPhone. This free application will allow a user to input the

avor of frozen yogurt they want and their specic toppings. The output of the app will be a calorie

count based on the customers preferred yogurt.


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(connued)

Strategies

Behavioral Phase: August to November

The bus advertisements and the periodic fundraisers will continue into the behavioral phase, and the advertising, Smartphone application, and social me-

dia advertising maintained. The campaign in itself, however, will grow more c omplex as the objective shifts from consumer attitude to consumer action.

Coupons

Sweet Bee will begin to issue coupons in The Breezeand in-store. These coupons will serve two purposes: to remind customers of Sweet Bee and to bring

them into the store.

Improved Punch Cards

Sweet Bee currently gives punch cards to customers to increase repeat action. The deal on the punch cards is an 8 oz. free frozen yogurt with 10

punches. This is a good tactic, though there is a lot of wasted space on the back of the card. In order to solve this problem, the new Sweet Bee campaign

will encourage customer visits by reminding them of the taste and health benets of yogurt on the back of the card. The copy will be typographically at-

tractive so that customers who carry this card around with them in their wallets will have a constant reminder about why they need to return to Sweet Bee.

Flow Chart

Taccs

Droid/ iPhone Applicaon


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Evaluaon

In order to track our advertising campaign progress, we will evaluate each of our applied tactics for our target market of 16-25 year old men and women.

As previously mentioned, we have segmented our marketing strategies into three phases: awareness, attitudinal, and behavioral.

For our tactics in relation to the awareness phase, we will evaluate the success of our Harrisonburg Department of Public Transportation advertisements,

The Breezeadvertisements, social media implementation, and public television commercials. For our HDPT advertisements, we will use a quadratics survey

in order to deter mine whether or not our bus advertisements have increased awareness among the demographic we are targe ting. For The Breezeadvertise-ments, we will evaluate their effectiveness by campus word of mouth. If people are starting to take notice of our new ads, conversation will hopefully stir

via social media or face to face communication. If we do not see this happening within the rst month, we will survey JMU students and faculty via email

to determine if the greater majority have or have not seen the ads. In terms of social media implementation we will use both Facebook and Twitter. Our

Facebook and Twitter pages will be monitored daily, and by documenting the number of clicks and likes on the each page, we will see how much trafc

the pages are producing. Finally, we will evaluate our public television commercials by checking the overall ratings for the stations in which we broadcast

our thirty second slots. We will also have an in-store survey to see how many of our current customers have viewed our commercials.

For our tactics concerning the attitudinal phase, we will assess the progress of our JMU and Harrisonburg High School Fundraiser, Sweet Bee on the

Commons Day, and our Droid/iPhone Application. The purpose of our Har risonburg High School fundraiser is to appeal to the younger end of our

target market (16 to 18 year-olds). In order to e valuate the success of this event we will advertise through the morning announcements, then count how

many HHS students show up to the announced school fundraisers. We anticipate a favorable response from the high school community itself. We will

assess Sweet Bee on the Commons Day by sur veying the number of people (students/faculty/anyone walking on the Commons) who taste-test a 2 oz

cup of frozen yogurt with additional toppings. Collecting this data will allow us to know just how interested or uninterested the JMU campus is in our

product. Finally, by counting how many people download our Droid/iPhone app, we will be able to know if it is an effective tactic. The more downloads,

the greater the tactics effectiveness.

Lastly, for our tactics pertaining to the behavioral phase, we will measure the success of our coupons and newly improved punch cards. Our coupons will

give customers 10 cents per ounce off of a single frozen yogurt purchase. Documenting how many customers pay for their Frozen Yogurt with a coupon

will ultimately determine the success of their circulation. For our newly improved punch cards, we will ask customers in house to submit a simple ballot

either checking Yes, I like the new punch cards or No, I do not. This will give our campaign immediate fee dback on this particular tactic.

The Sweet Bee 2012 advertising campaigns evaluation process hopes to get signicant feedback on which of our tactics are working effectively and which

of those need improvement or to be modied.


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Sweet Bee Advertising Campaign

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Budget

$1,750

$1,400

$4,000

$1,400

$10,000

$250

$600

$1,000

$100

$50

$6,500

Phase One: Awareness Bus Inside

Bus Outside

Newspaper

Social Media

Public Television

High School Announcements

Sweet Bee on the Commons Day

Droid/iPhone Application

Coupons

Punch Cards

Phase Two: Attitudinal

Phase Three: Behavioral

Sweet Bee Creative Team


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AppendixA

BusAdver

sements

Outside

Inside

AppendixB

Droid/iPho

neApp


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AppendixC

Newspape

rAd#1 A.

B.

AppendixC(co

nnued)

Newspape

rAd#2

y


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AppendixD

Fly

erforOntheC

ommonsDay

Appendi

xE

Coupo

ns


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Appendi

xF

NewPunchCards

Front

Back

Taste of Cream,

Health of YogurtFor Those Who WantIt All!

Final Sweet Bee Book

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