The document outlines a communication plan to increase market share for Powerade sports drink among males ages 25-34. It will use media these men frequently engage with like television, print, online and radio. The plan calls for TV placements during sports programming on ESPN channels. In print, it recommends ads in ESPN The Magazine and Sports Illustrated to reach men interested in sports. The overall goal is for Powerade to become the go-to hydration drink for these busy men balancing careers, exercise and family commitments.

1. Powerade
Communica&on
Plan
Execu&ve
Summary
• Use
media
in
ways
that
will
grab
the
a9en&on
of
our
target
• Make
a
connec&on
with
our
target
through
the
most
frequently
used
media
• Make
placements
where
our
target
will
be
most
suscep&ble
to
retaining
a
message
This
will:
• Make
Powerade
a
more
recognizable
brand
• Increase
in
growth
for
Powerade
in
the
sports
drink
category
1

2. Powerade
Objec&ves
and
Strategies
Business
Objec&ve
-­‐ Increase
Powerade
market
share
in
sports
drink
category
Marke&ng
Objec&ve
-­‐ Create
Powerade
brand
percep/on
as
the
sports
drink
that
thinks
everyone
should
get
powerful
nutrients
out
of
their
sports
drink
–
athlete
or
not
-­‐ Increase
favorability
among
these
men
as
the
go-­‐to
drink
for
hydra&on
-­‐ Grow
Powerade
by
giving
it
an
image
that
more
of
these
men
can
relate
to
-­‐ Increase
usage
by
making
it
more
available
and
prevalent
for
these
men
2

3. Powerade
Keeps
him
Energized
for
his
Busy
Life
Target:
Males
ages
25-­‐34
Young
Professional
Rising
Up
Scheduled
Exerciser
Always
Busy
the
Ladder
-­‐ Makes
&me
in
his
busy
-­‐ Striving
to
be
the
best
in
-­‐ Household
between
$75K
schedule
to
work
out
at
their
field
and
$100K
least
2
to
3
&mes
a
week
-­‐ Ge]ng
married
or
-­‐ Balancing
many
new
-­‐ Likes
compe&&on,
but
having
kids
and
responsibili&es
works
out
for
personal
commi9ed
to
being
the
health
instead
best
parent
and
spouse
possible
The
Diligent
Adventurer
He
likes
having
many
different
things
to
look
forward
to
in
life
–
work,
friends,
a
family,
or
staying
healthy.
He
focuses
on
each
aspect
with
much
detail
and
commitment.
Powerade
relates
to
the
men
that
are
interested
in
athle&cs,
but
work
out
solely
for
health
benefits.
3

4. Communica&ons
Strategy
These
men
have
busy
lives
to
balance.
They
are
young
professionals,
growing
spouses,
and
new
parents.
However,
even
with
all
these
commitments,
these
men
will
find
&me
to
keep
up
with
their
healthy
workouts.
They
are
in
between
home,
the
office,
and
the
gym.
Create
a
plan
that
coordinates
with
how
they
use
media
in
their
busy
lives
and
when
they
get
a
chance
to
use
it.
Allow
them
to
depend
on
Powerade
as
the
drink
to
pick
up
when
they
need
to
be
replenished
and
get
on
with
their
demanding
lives.
Powerade
Interacts
with
Every
Aspect
of
his
Life
TV
Print
Online
Connect
with
him
when
he
Stay
in
his
mind
while
he’s
Keep
the
conversa&on
gets
the
chance
to
lean
reading
up
on
his
personal
going
by
interac&ng
with
back
and
take
a
break
from
interests.
him
through
his
&ght
his
hec&c
life.
connec&on
to
social
media.
Radio
OOH
Promo&onal
Presence
on
the
radio
He’s
constantly
driving
He
wants
the
best
for
the
while
he
goes
to
and
from
around
town,
so
catch
him
community
he
lives
in.
work
helps
grab
his
while
he’s
on
the
move.
Show
him
that
Powerade
a9en&on.
does,
too.
4

5. Television
Connect
with
him
when
he
finally
has
a
one-­‐track
mind.
Timing:
Q1
&
Q4
He
loves
to
keep
up
with
his
favorite
sports
and
teams,
so
splurge
on
the
ESPN
programming
that
includes:
-­‐ ESPN
-­‐ ESPN2
-­‐ ESPN
Classic
-­‐ ESPNews
He
won’t
watch
more
than
25
hours
of
television
per
week,
so
make
sure
to
catch
him
on
his
other
favorite
sta&ons:
-­‐ Spike
TV
-­‐ USA
-­‐ Comedy
Central
5

6. Print
Meet
him
where
he
is
surround
by
his
interests.
Timing:
Q3
&
Q4
ESPN
The
Magazine
-­‐ In
addi&on
to
the
television
buy,
place
in
ESPN
the
Magazine
to
keep
Powerade
in
his
mind
when
he’s
reading
about
his
favorite
sports.
-­‐ Men
that
read
ESPN
The
Magazine
are
43%
more
likely
to
drink
sports
drinks
than
the
general
popula&on.
Sports
Illustrated
-­‐ This
is
a
great
way
to
reach
the
sec&on
of
these
men
that
may
not
be
subscribed
to
ESPN
the
Magazine,
yet
s&ll
want
to
read
sports
magazines
to
keep
up
on
their
interests.
-­‐ Of
those
that
read
Sports
Illustrated,
19.3%
of
them
are
25-­‐34
year
old
males.
Na&onal
Geographic
-­‐ Help
support
his
healthy
lifestyle
by
showing
him
that
he
can
use
Powerade
for
ge]ng
outside
and
being
ac&ve.
-­‐ This
allows
him
to
see
Powerade
interac&ng
with
a
different,
more
adventurous
side
of
his
life.
Men’s
Health
-­‐ He
will
be
reading
this
to
get
&ps
on
how
to
keep
a
healthy
lifestyle.
Let
him
see
that
Powerade
supports
everyone
–
athlete
or
not.
-­‐ Out
of
all
the
people
that
read
Men’s
Health,
25.2%
of
them
are
25-­‐34
year
old
males.
6

7. Online
Connect
his
social
lifestyle
to
his
ac&ve
lifestyle.
Timing:
Q2
&
Q3
Social
Media:
Q1-­‐Q4
ESPN.com
-­‐ Round
out
the
ESPN
collabora&on
with
an
online
spot.
-­‐ 25-­‐34
year-­‐old
males
are
53%
more
likely
to
go
on
ESPN.com
than
the
general
popula&on.
It’s
a
great
way
to
reach
a
huge
group
of
these
men!
Facebook.com
-­‐ He’s
proud
of
how
healthy
and
ac&ve
he
is!
Allow
him
to
share
it
with
the
Facebook
world.
Ask
him
what
his
best
workout
of
the
day
was
or
if
he
met
any
new
goals
at
work.
-­‐ Include
him
in
the
conversa&on.
Twi9er.com
-­‐ Tweet
about
health
news,
about
sports
news,
and
even
about
the
progress
your
Twi9er
followers
have
made
with
their
healthy
lifestyles.
-­‐ Keep
your
followers
interested
and
reading
your
tweets.
CNN.com
-­‐ Professional
life
can
be
just
as
exhaus&ng
as
a
good,
hard
workout
can.
Use
a
specialized
adver&sement
to
let
him
know
Powerade
is
the
perfect
drink
to
energize
and
hydrate
him
–
even
outside
of
the
gym.
-­‐ Out
of
all
people
that
go
to
CNN.com,
men
ages
25-­‐34
are
25.4%
of
them.
7

8. Out
of
Home
and
Radio
Catch
him
while
he’s
out
and
about.
Timing:
Q2
&
Q3
Billboards
-­‐ He’s
constantly
traveling,
and
Powerade
can
take
advantage
of
this
by
reminding
him
that
it’s
the
perfect
sports
beverage
to
keep
him
energized
when
he
gets
&red
of
all
of
it.
-­‐ Out
of
men
ages
25-­‐34,
19.5%
of
them
drive
300
or
more
miles
a
week.
Radio
-­‐ Along
with
being
a
heavy
traveler,
he
is
constantly
tuned
into
his
favorite
radio
sta&ons.
-­‐ Out
of
all
men
ages
25-­‐34,
22.4%
of
them
listen
to
radio
22.5
or
more
hours
per
week.
Promo&onal
Show
him
Powerade
cares
about
his
health.
Be9er-­‐Than-­‐An-­‐Athlete
of
the
Week
-­‐ Incorporate
the
Facebook
account
and
have
people
submit
stories
of
goals
they
met
in
any
given
week
–
whether
it’s
for
work,
for
their
family,
or
for
their
exercise.
Each
week,
someone
will
be
chosen
to
be
the
“Be9er-­‐Than-­‐An-­‐Athlete
of
the
Week.”
They
will
be
featured
in
a
photo
album
on
the
Facebook
page,
with
the
cap&on
explaining
the
goal
they
set
and
how
they
accomplished
it.
This
is
a
great
way
to
get
people
to
interact
more
with
Powerade
as
a
brand
on
their
social
media.
-­‐ Timing:
Every
week
of
the
year
5K
for
a
Healthy
Lifestyle
-­‐ Team
up
with
togethercounts.com
to
create
a
5K
that
promotes
physical
ac&vity
and
a
healthy
lifestyle.
This
is
a
great
way
to
get
the
message
across
that
Powerade
is
not
just
for
spor&ng
events
or
for
athletes,
but
that
it
supports
all
kinds
of
healthy,
physical
ac&vity.
-­‐ Timing:
Once
in
June
8

9. Campaign
Success
Study
New
Brand
Awareness,
Message
Associa&on,
and
Brand
Favorability
to
determine
Purchase
Intent/
Considera&on
Television
En&re
Na&onal
Campaign
over
secluded
programming
Print
Based
of
Circula&on/Readership
of
chosen
magazines
Online
Interac&on
Time/Rate
of
Clicks
Promo&onal
A9endance
at
Event/Word
of
Mouth
Spread
Out
of
Home
Frequency
of
impressions
Radio
Number
of
Listeners
9

10. Catch
Him
at
the
Best
Time
Jan.
Feb.
Mar.
Apr.
May
June
July
Aug.
Sept.
Oct.
Nov.
Dec.
TV
Print
Online/
Promo.
OOH
Radio
TV
Ra&onale:
TV
pa9erns
tend
to
be
seasonal,
with
TV
usage
higher
in
the
winter
months
and
lower
in
the
summer
months
Print
Ra&onale:
He
has
more
&me
for
reading
magazines
in
the
summer
months
and
will
pick
them
up
in
the
fall
and
early
winter
as
the
holidays
roll
around
Online/Promo
Ra&onale:
He
is
always
communica&ng
online,
so
Powerade
should,
too.
OOH
Ra&onale:
The
summer
months
allow
for
more
travel
as
they
provide
safer
road
condi&ons
Radio
Ra&onale:
Radio
usage
is
more
frequent
in
the
summer
months,
incorpora&ng
with
an
increase
in
traveling
Cost
of
Campaign:
$48,572,500
10