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Blue Print Juice Advertising Strategy Plan

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Blue Print Juice Advertising Strategy Plan

  1. 1. ADVERTISING & MARKETING PLAN NYU Stern Advertising Management
  2. 2. MEETING ATTENDEES  Professor Daniel Cohen, Blue Print CMO  Marina Rubel, Client  Claudia Escobar, Account Planner  Wendy Bronfein, Account Executive  Sona Martirosian, Creative Director  Gina Reduto , Digital Strategist  Kerri McCarthy, Media Planner
  3. 3. BUSINESS BACKGROUND  Launched in NYC in 2007  Delicious juices made from raw ingredients  Pioneered concept that cleansing benefits can be available to everyone  Nationwide retailers and partners include:  Acquired by Hain Celestial Group in December 2012
  4. 4. MARKET TRENDS Healthy living lifestyles becoming increasingly popular in the US Trend toward healthy eating, consuming more natural, organic products Green juice a day mentality Increased number of healthy beverage products Women 18-34 more likely to participate in juice cleanses
  5. 5. MARKET TRENDS Sources: Beverage Industry Magazine, Wall Street Journal, CNBC, QSR Juice is the 3rd most consumed breakfast item, after coffee and cereal Sales of new, exotic flavors of juice on the rise Sales of traditional juice flavors decreasing
  6. 6. CATEGORY ASSESSMENT  Consumers purchase juice for several uses, but consumption as an everyday beverage is the leading occasion 52% 0 10 20 30 40 50 60 As an everyday refreshment As a meal replacement As part of a cleanse As a nutrition supplement Do not consume Usage Occasion % Respondents Source: Brand Survey, November 2013 Q: How do you typically consume raw or organic juices?
  7. 7. Cold-Pressed Juice Market COMPETITIVE ANALYSIS Sources: Beverage Industry Magazine, Wall Street Journal Note: Market share is estimated 28% 1% 28% 28% 14% 1% Company $ per Bottle Brick & Mortar Online Organic Avenue $9.00 Yes Yes Suja $8.99 No Yes Blue Print $9.99 No Yes Liquiteria $8.75 Yes No Juice Generation $9.95 Yes Yes Juice Press $10.99 Yes Yes
  8. 8. BRAND ASSESSMENT  BluePrint has sizable brand awareness and purchase interest with limited advertising, but has opportunities for improvement Source: Brand Survey, November 2013 Q: Which of the following brands are you familiar with/are interested in purchasing? 43% 0 10 20 30 40 50 60 70 80 Odwalla BluePrint Organic Avenue Other Suja No interest Purchase Interest % Respondents 45% 0 10 20 30 40 50 60 70 80 Odwalla BluePrint Organic Avenue Other Suja No interest Aided Awareness % Respondents
  9. 9. POSITIONING STATEMENT For 25-35 year old young professional women seeking a healthy lifestyle, Blueprint is the original 100% cold pressed, organic raw juice. Offering a variety of juices and cleanses, Blueprint is full of nutrients, enabling practical living for all nutritional lifestyles.
  10. 10. EQUITY PYRAMID Salience ImageryPerformance FeelingsJudgment Resonance • High brand awareness within category: 45% Aided awareness • Moderate brand awareness as a cleanse • Low brand awareness as a healthy juice product • 52% would purchase as refreshment, 32% as meal replacement • Minimalistic design • Logo with leaves and droplet reiterates the brand’s healthy, organic image • Easily recognizable blue lid • Clear typography listing ingredients of each juice to facilitates user discovery • Organic, raw juices with no additives • Focus on high quality • Use fresh, locally sourced fruits and vegetables • Cold pressed and not pasteurized • Juices available at health food retailers nationwide • Free cleanse delivery in LA and NY • Feeling healthy and happy • Energized, focused • Treating your body well • Sense of pride and self-respect • Fashionable and trendy • Feeling like you’re doing something good for yourself • High quality • All natural • Good for you • Socially responsible/ Environmentally friendly • High resonance • Strong brand loyalty • Highly trusted as a cleanse • Positive perception: associated with health and wellness • 43% would purchase over other brands
  11. 11. The core values we live and juice by: QUALITY The freshest fruits and vegetables makes the best juice. Keep me cold. Juice should never be cooked. Cooking juice kills vitamins and live enzymes. Even “flash” pasteurized means cooked. Don’t have separation anxiety. Only additives can prevent the natural settling process and who wants to drink additives? Stop staring and give me a little shake shake. Treat your body right. Drinking fresh juice and eating real food is a smart long-term strategy for maintaining good health.
  12. 12. SUPERIOR SERVICE We aim to surpass our clients’ expectations with an exceptional level of service, education and support. Our Client Services team is available seven days a week to answer questions, provide support , and help you choose the best program according to your goals and dietary history. Or just to say hi! Our clients health and nutrition is our highest priority. As the only cleanse company with an in-house nutritional consultant, we are committed to providing professional nutritional guidance at ever turn. We offer one-on-one nutritional consultants for those who wish to incorporate the benefits of raw food and juicing into their everyday diet. SOCIALLY & ENVRIONMENTALLY RESPONSIBLE We use 100% organic, natural, whole, unprocessed and locally sourced ingredients from farms that practice sustainable agriculture. We minimize our waste & carbon footprint by using recyclable materials and composting. Our bottles are the most recyclable of bottle options, PETE 1 plastic bottles, which are vital to preserving the shelf life and taste of our juice.
  13. 13. Shops at Whole Foods Recycles Is Social Online Goes to yoga after work to relax Prefers herbal supplements to medication Shops for clothes often Learning to cook healthy food Casual chic style Prefers iced tea or water to soda Splurges on cupcakesBuys natural beauty products when she can Reads fashion blogs and checks out celeb gossip Goes to farmer’s market on weekends Orders an egg white omelet and bottomless mimosas at brunch CUSTOMER PROFILE Flips through magazines LAUREN 28 years old Lives in NYC College Grad Wants to maintain youthful skin Watches TV
  14. 14. MARKETING OBJECTIVES  Grow 7 points of market share within the cold-pressed juice market in 2014  Opportunity worth $6MM annually  Increase distribution in retail grocery outlets and convenience stores by 15 points by December 2014
  15. 15. COMMUNICATION OBJECTIVES  Increase brand awareness of BluePrint juices within target market from 45% to 60%  Reposition BluePrint as a more holistic wellness solution  Create stronger association with juice as an everyday consumption occasion vs. part of a cleansing program
  16. 16. Juice Your Way BluePrint’s loved juices are now available in single servings to power you through your day
  17. 17. SOCIAL MEDIA  Female 18-34 year olds are the most active social media users  71% use social media regularly  54.2% of women have engaged in a social sharing activity based on something seen in an ad  Social media leads to almost 2X the marketing leads that direct mail, ppc, or tradeshows produce  Females 18-34 respond to brands via social media  59% have bought something due to coupon or offer on social media  42% more likely to follow brands due to coupons and discounts Source: 2013 Social mom report Neilsen/Babycenter, Hubspot.com Social media led conversion rates are 13% higher than average led conversion rates Blueprint’s target audiences are spending their time on social media
  18. 18. SOCIAL MEDIA  Opportunities  Expand to include options to engage beyond only ‘the cleanse’  Focus on juice as part of everyday life  Solicit examples of daily juice consumption  Increase frequency of offers for customers  Avoid campaigns that offer rewards for “likes”  Social care: 1 in 3 customers prefer customer service via social over phone  Offer advice, answer customer questions  Announce distribution and availability Sources: 2012 Nielsen Social Media Survey NM Incite: State of Social Customer Service Study 2012
  19. 19. MEDIA PLAN - OVERVIEW  Recommend focusing media weight on two key windows of activity:  January – highest seasonality for BFY products  April – pre-summer health & wellness activity  Secondary: September – post-vacation/summer messaging  National activation planned for print, digital and social; local media recommended for out-of-home and in-store activities
  20. 20. MEDIA PLAN – PRINT  Print placements should align with the target consumer, women ages 25-35:  Women’s Health  Shape  Whole Living  InStyle  US Weekly  Print buy will be amplified through digital extension
  21. 21. PARTNER RATIONALE TACTICS IMPS BUDGET Women’s Health Shape Fitness  High index against target audience  Contextual relevance  Sponsorships NA $150K Turn  Cost effective with ability to leverage a variety of 3rd party data segments  Ability to optimize and develop look-a-like modeling against high performing segments  Potential for scalability with access to thousands of long tail sites  Focus on highly desirable audiences, limiting wasted impressions  Eliminate need of content as a proxy for target  Use 3rd party data segments to isolate target populations  Females 18-34  Health and Wellness Intenders 193.5MM $774,000 Retargeting  Retarget users who have visited Blueprint site  Increase frequency per user  Leverage 1st party data to reach highly interested prospects  Capture audiences at lowest stage of funnel 5.2MM $26,000 *Turn: Demand Side Platform MEDIA PLAN – DIGITAL
  22. 22. MEDIA PLAN – SOCIAL AND SEARCH  A significant portion of the media budget would allow BluePrint to increase the reach of its message through always-on social and search tactics:  Social – promote own social content through Facebook ads, Sponsored Stories, promoted Tweets and potentially Instagram ads  Search – paid ad word targeting on search engines and within social media channels (e.g. Twitter)
  23. 23. MEDIA PLAN – OUT-OF-HOME  Local placements is the most cost efficient way to execute impactful out-of home advertising  Small-format billboard placements in close proximity to retail location will reach consumers closer to the point of purchase  Locals buys on gym ad networks in will ensure we are reaching our target consumer when she is a captive audience
  24. 24. MEDIA PLAN – IN-STORE SAMPLING  Focus on in-store will help BluePrint get closer to the point of purchase and convert buyers on the spot  Sampling plan would be focused on retailers who have a close alignment with consumer (e.g. Wegmans) or have recently added BluePrint to the shelf set (e.g. Kings)  Sampling would focus primarily on green juice, but also offer consumers the opportunity to try other varieties
  25. 25. MEDIA PLAN – COUPON  In-store coupons will be distributed at sampling tables to help spur trial and – ideally – repeat purchasing  Leverage Catalina marketing to serve coupons to purchasers of competitive cold-pressed juice  Plan for social coupon later in year once a stronger social community is established
  26. 26. MEDIA PLAN - FLOWCHART  Heaviest media weight is in first half of the year
  27. 27. MEDIA PLAN - PRODUCTION  Estimated production costs by medium: PRODUCTION PLAN Budget $ 1,000,000 Full Year Social content $ 300,000 OOH $ 200,000 Print $ 150,000 Coupon $ 150,000 Digital $ 100,000 Mobile $ 75,000 Search $ 25,000 Total Production $ 1,000,000
  28. 28. RESEARCH PLAN  Research efforts should be focused on digital and social to help optimize flights throughout the year  Digital analytics – targeting effectiveness, click through rates  Social listening – what social content are consumers engaging with the most?
  29. 29. NEXT STEPS  Align on creative idea and move to production  Finalize media plan
  30. 30. THANK YOU!
  31. 31. APPENDIX
  32. 32. CATEGORY ASSESSMENT  Taste is the leading product attribute for juices, but price is a strong barrier to purchase Top 3 Reasons for Purchase Top 3 Barriers to Purchase • Like the taste • Healthy beverage option • Convenient for on-the-go • Too expensive • Do not like the taste • Poor value for the money Source: Brand Survey, November 2013 Q: What are your main reasons for purchasing/not purchasing raw or organic juices?
  33. 33. SOCIAL MEDIA Blueprint’s Current State Currently focused on “the cleanse”  Twitter  22K followers  8675 tweets  Photos, sampling info, contests  Instagram  50K followers  529 posts  Promotions, hash tagged user photos  Facebook  51K likes  Posting at least 2x per week  Inspirational quotes, promos, coupons, sampling details
  34. 34. PARTNER PLACEMENT CREATIVE SIZE FLIGHT START FLIGHT END METHOD COST TOTAL UNITS NET COST TURN Blueprint_AWA + 3rd Party data (Health and Wellness Intenders) 160x600, 300x250, 728x90 1/1/14 1/31/14 CPM $4.00 60,000,000 $240,000 Blueprint Retargeting (off of Blueprint Site) 160x600, 300x250, 728x90 1/1/14 1/31/14 CPM $5.00 2,000,000 $10,000 Blueprint_AWA + 3rd Party data (Health and Wellness Intenders) 160x600, 300x250, 728x90 2/1/14 6/30/14 CPM $4.00 110,000,000 $440,000 Blueprint Retargeting (off of Blueprint Site) 160x600, 300x250, 728x90 2/1/14 6/30/14 CPM $5.00 2,000,000 $10,000 Blueprint_AWA + 3rd Party data (Health and Wellness Intenders) 160x600, 300x250, 728x90 9/1/14 9/30/14 CPM $4.00 23,500,000 $94,000 Blueprint Retargeting (off of Blueprint Site) 160x600, 300x250, 728x90 9/1/14 9/30/14 CPM $5.00 1,200,000 $6,000 198,700,000 $800,000 DIGITAL SPEND BREAKOUT
  35. 35. MEDIA PLAN – MONTHLY BUDGET  Heaviest media weight is in first half of the year

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