GWU Advertising Cranberry Presentation: Fall 2013

Advertising MKTG MKTG 4148

December 10, 2013

TEAM MADMEN

MEET THE MADMENKatie Yihan

Jason SailaLisa

TEAM MADMEN

Guided Research Questions

What will get millennials ages

18-35 to eat cranberries?

1What values or

attributes would allow 18-35 year olds make cranberries relevant to their lifestyles?

What will make millennials

digitally engage with cranberries?

2 3

RESEARCH

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IN-DEPTH-INTERVIEWS

2 males3 females

5 participants

4 males3 females

7 participants

FOCUS GROUP SURVEY

53 males72 females

124 respondents

Research

In-Depth-Interviews

"I can't afford going to nice restaurants all of the time, so being creative with my ingredients keeps my cooking more exciting.

“You never know what ingredients or flavors are going to compliment each other until you experiment them.”

“Contrasting flavors is a huge part of what makes food interesting."

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ENRICHER

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Focus Group

ENRICHERPretty

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Focus Group

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Focus GroupENRICHER

Pretty Experimental

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Focus GroupENRICHER

Pretty Experimental

Flavorful

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Focus GroupENRICHER

FUNPretty Experimental

Flavorful

FUNPrettyUNIQUE

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Experimental

Flavorful

Focus GroupENRICHER

Survey Which of the below images do you prefer?

Survey Which of the below images do you prefer?

of respondents preferred the added cranberry60%

Survey

!

“I never really think, what am I hungry for? Definitely cranberries!”

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Top 3 Favorite Fruits

blueberry grape

Survey

strawberry

3rd2nd1st

Survey

84% respondents cook at least weekly

They have full control over every ingredient that goes into meals.

Survey

10%54%

56% upload, search for, and share food photos/recipes on social media at least once a month.

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Key Insights

Millennials like cranberries

when they are used as an

enhancer to other foods.

Millennials like to experiment

with food to make it uniquely theirs.

Females like digitally

engaging with food much more than males do.

Millennials like the trend of

being healthy rather than

actually being healthy.

1 2 3 4

TARGET MARKETS

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PRIMARY TARGET MARKETUnique Yuppies

• 18-25• Boston

• NYC

• Seattle

• Milwaukee

• Washington D.C.

• FemaleHEAVY HALF + HEAVY USERS

PRIMARY TARGET MARKET

EmmaUnique Digital Foodie

Experimental Health Craze

Unique Yuppies

• 18-25• Boston

• NYC

• Seattle

• Milwaukee

• Washington D.C.

• FemaleHEAVY HALF + HEAVY USERS

26-35New York, Boston, Seattle,

Milwaukee, Washington D.C.

Female & Male

Health Cautious BoutiqueValues Time Spent With Others

Refined Cultural Activities

SECONDARY TARGET MARKETSettling Young ProfessionalHEAVY + MEDIUM USERS

Content Seeker & Spreader

Social Media Savvy

Trendsetter Virtually Connected

18-35USA

Female & MaleTERTIARY TARGET MARKETVirtual Mover & ShakersLIGHT + NON USERS

Cranberry is the only berry that enriches your every meal,

adding zest and creativity to your kitchen.

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Cranberry is the only berry that enriches your every meal,

adding zest and creativity to your kitchen.

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• flavor • texture • color

• experimentation • uniqueness

PERCEPTUAL MAP

Bland

Unoriginal

Zest

OriginalPERCEPTUAL MAP

BIG IDEATEAM MADMEN

BIG IDEA

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Cranberries enrich your life.Just add them.

NO MORE PLAIN.

NO MORE PLAIN.

ADD SOMEBLING!

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Feeling that mid-afternoon slump?Drag the cranberries into the snack of your choice for an extra boost!

Banner Ads

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Feeling that mid-afternoon slump?Drag the cranberries into the snack of your choice for an extra boost!

BLING!BLING!

Banner Ads

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Start your day off right! What do you want for breakfast?Drag the cranberries into the meal of your choice for a morning boost!

Banner Ads

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Having a case of the Mondays?Add some sparkle to your day by adding cranberries into the meal of your choice!

Banner Ads

PRIMARY MARKET SECONDARY MARKET

• www.livingsocial.com• www.hellogiggles.com

• www.foodporndaily.com

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Banner Ads

http://www.foodporndaily.com

USCranberries.com/recipes

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#mycranberryblingInstagram Contest

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Take a picture of your cranberry dish.

Step 1


Upload your dish to Instagram. Give it a name & use the hashtag #mycranberrybling. Follow @CranberryCravers on Instagram.

Step 2


Like CranberryCravers Follow @USCranberries Visit USCranberries.com/contest

For the latest contest updates:

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Step 3


Get as many likes as possible.

The top 20 contestants with the most photo likes will receive a prize. !

From the 20 contestants, the US Cranberries judges will then decide on one final winner.

The Prizes


Cranberry themed gift baskets

Cooking class with celebrity cooking chef, Jose Andres

Top 20 contestants Grand Prize Winner

He will teach the winner and up to 5 other friends the most exquisite ways to utilize cranberries in a full course meal.

COLLEGE DINING HALLS

College Dining Halls1. University of Massachusetts Amherst 2. Northeastern University 3. Boston University 4. Boston College 5. Bridgewater State University 6. University of Massachusetts Lowell 7. University of Massachusetts Boston 8. Excelsior College 9. New York University 10. SUNY University at Buffalo 11. Syracuse University 12. Cornell University 13. Rochester Institute of Technology 14. City University of New York : Hunter College 15. The George Washington University 16. Georgetown University 17. American University 18. George Mason University 19. Virginia Polytechnic Institute and State University 20. Virginia Commonwealth University 21. University of Washington 22. Washington State University 23. Western Washington University 24. Eastern Washington University 25. University of Wisconsin Madison 26. University of Wisconsin Milwaukee

27. Milwaukee Area Technical College 28. Marquette University 29. Madison Area Technical College 30. University of Wisconsin Oshkosh

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YouTube Video

OBJECTIVES

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COMMUNICATION OBJECTIVESIncrease cranberry a w a r e n e s s a n d stimulate desire by project ing zest fu l , original, and unique, image of cranberries a m o n g 8 5 % o f primary market.

Create engagement with cranberry products and increase knowledge of cranberry usages and benefits among 80% of secondary market.

B u i l d c r a n b e r r y r e c o g n i t i o n a n d exposure among 65% of tertiary market.

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PRIMARY MARKET SECONDARY MARKET TERTIARY MARKET

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MARKETING OBJECTIVESPRIMARY MARKET SECONDARY MARKET TERTIARY MARKETIncrease customer base by 40% from Feb-Oct 2014

Raise cranberry sales by 30% from Feb-Oct 2014

Increase Cranberry Marketing Committee website traffic and s o c i a l m e d i a e n g a g e m e n t b y 40% from Feb-Oct 2014

PartnershipsPARTNERS STRATEGY WHAT’S IN IT FOR THEM?

Living SocialCooking class to increase

engagement among secondary target

Expand brand recognition through CMC website and social media

promotional efforts

College DiningHalls

Posters and cranberry dishes to create engagement among primary target

Increase sales for on campus dining, healthy options, and

student satisfaction

Whole FoodsCranberry-centric samplings to increase engagement among

secondary target

Increase brand usage through CMC website and social media

promotional efforts

Music Festivals Booth/partnership to increase awareness and engagement

among tertiary market

Increase entertainment and engagement options with snacks

and interactive activities

Public RelationsInstagram

#mycranberrybling contest

What: press release Where: Twitter, Facebook, Instagram, CMC website

Living Social Cooking Class

What: press release, publicity from living social Where: Twitter, Facebook, Living Social website

Youtube Video !

What: press release Where: Twitter, Facebook, CMC website

College Dining Partnerships

What: press release, publicity from local college Where: Twitter, Facebook, student newspapers, university website

Whole Foods Partnership

What: press release, publicity from Whole Foods Where: Twitter, Facebook, CMC website, Whole Foods website

Music Festival Partnerships

What: press release, publicity from partnering festival (i.e. Sweetlife, Sasquatch) Where: Twitter, Facebook, CMC website, partnering festival website

2014 Feb Mar Apr May Jun July Aug Sept Oct

Banner Ads

Whole Foods

Living Social

College Dining

Instagram Contest

YouTube Video

Media Schedule

Music Festivals

PRIMARY

MARKETS:

SECONDARY

TERTIARY

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ANALYTICS DASHBOARD

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• Digital Banner Ads • College Posters • Main Contest Prize (cooking

class) • Runner Up Contest Prizes (gift

baskets) • Whole Foods Sampling Events • Website • Living Social Cooking Classes !

• TOTAL: !

!

!

$34,000 $1,200 $2,000 !

$1,000 !

$2,000 $3,980 FREE !

$44,180 !

BudgetWITHIN $50,000 WITHIN $100,000

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• Digital Banner Ads • College Posters • Main Contest Prize (cooking

class) • Runner Up Contest Prizes (gift


• TOTAL: !

!

!

$34,000 $1,200 $2,000 !

$1,000 !

$2,000 $3,980 FREE !

$44,180 !

BudgetWITHIN $50,000 WITHIN $100,000

• Music Festival Interactive Booths • Digital Banner Ads • College Posters • Main Contest Prize (cooking

class) • Runner up Contest Prize (gift


• TOTAL: !

!

$40,000 $36,000 $10,000 $3,000 !

$2,000 !

$1,000 $3,980 FREE !

$94,980

WHAT WE WILL ACCOMPLISH TACTICS MEASUREMENT

Increase awareness through campaign All creative tactics

•5,000 unique hits on www.uscranberries.com/recipes•10,000 gross impressions on www.uscranberries.com/recipes•5,000 fans on Facebook •1,000 followers on Twitter

Increase engagement through campaign

YouTube video, contests, partnership

events and music festivals, banner ads

•10,000 views on YouTube•2,000 participants in #mycranberrybling Instagram contest•400 participants in Living Social cooking class•500 Whole Foods event participants•5,000 unique banner ad click-throughs

Increase cranberry sales through campaign All creative tactics

• 2,309,770 barrels (5,774,427 barrels sold domestically in 2011) in increased domestic sales

Accountability

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Drive year-round demand

Appeals to 18-35 year old target

Fully integrated media

Builds relationships and partnerships

Means to assess campaign efficacy

WHAT WE’VE DONE

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Thank You

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GWU Advertising Cranberry Presentation: Fall 2013

Marketing

Transcript of GWU Advertising Cranberry Presentation: Fall 2013