JOU4310_Fall2015: IZZE Media Plan

HSJ PR AGENCY IZZE Media Plan

Created by: • Haley Hester • Sawyer Smith • Jeffrey Swindoll

EXECUTIVE SUMMARY

For this project, we will analyze the IZZE beverage company and create a media plan with the following objectives: 1. Increase brand awareness in our consumers’ minds by 30 percent during the year of 2016.

2. Increase sales during the year of 2016 by 20 percent in the target areas of New York, NY and Los Angeles, CA. 3. Reach 70 percent of our target market with an average frequency of 3 through at least 2 mediums.

Our target market will be comprised of women aged 18-34 who primarily live in Los Angeles, California and New York, New York. Our market is comprised of women who work in professional, business careers and make a bigger income than most of the population.

We will reach this target market through personalized online forms of advertising, including social media. We will also employ the use of outdoor advertising. We created the following media objectives: 1. Establish a constant flow of interaction between consumers and IZZE on social media about different recipes and applications of IZZE (ie. via Pinterest, Instagram, Twitter, Facebook, etc.)

2. Convince consumers (females 18-34 years old) that IZZE should be their go-to refreshment for parties/special meals. For women that like to cook or prepare meals, whether it be recently graduated college students or newly-wed wives, IZZE must become their preferred refreshment or mixer for specially prepared meals.

3. Continue to become a staple in chain franchises like Starbucks and Chipotle. Associating IZZE drinks with powerful, hip brands for women like Panera Bread and Zoe’s Kitchen can further establish the idea that IZZE is for the women that want all-natural products with both elegance and flavor for a reasonable price.

ABOUT ALL ABOUT IZZE

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• IZZE is the brand name of a carbonated juice line • produced by the IZZE Beverage Company in Boulder, Colorado.

• The drink is all-natural, 70 percent fruit juice and 30 • percent seltzer water. It is an all-natural, no-preservatives• added fruit soda.

Owners Todd Woloson and Greg Stroh developed the • IZZE formula when a plan to create a fruit-juice-based • carbonated beverage was on the horizon.

• IZZE is named after Todd Woloson’s daughter, Isabelle.

• Owned by PepsiCo since September 26, 2006, when the company announced its plans to assist with marketing • efforts, leaving the formula as-is.

• BRAND EXTENSION • • IZZEesque is a lower-calorie beverage than the original sodas that uses sugar and fruit juice to sweeten the drink.

• The flavors include: black raspberry, limon, mandarin • orange, and watermelon.

• IZZE Fortified is a brand of soda with 30 percent USRDA • vitamin C, 10 percent vitamin B6 and niacin added.

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FLAVORS

blackberry grapefruit lemon pear clementine blueberry pomegranate apple cranberry peach birch ginger lime guava papaya cherry lime stawberry basil mint lime

IZZE is a sparkling juice company that began in 2002 when founders Todd Woloson and Greg Stroh decided to start something with meaning. IZZE represents their idea of a company with a great product that gives back to the community.

IZZE’s goal: To make a delicious, new beverage created by a company with a conscience, and have a little fun in the process.

The sparkling juice was designed after European sodas - sodas that had not yet entered the American market. Woloson and Stroh created IZZE with pure and simple ingredients, something they could be proud of.

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It’s an honest departure from the syrupy, sweet sodas of the past. Cheers to the entrepreneurial spirit!

- a trade columnist

client brand company

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IZZE’s story, as told by IZZE (izze.com).

IZZE is sold by the bottle at restaurants and fast-food venues, including Chipotle and Starbucks.

Packs of IZZE bottles and various containers are sold at Target. Walmart, Amazon (online), and so many others.

IZZE was valued at $2 million in 2006 when it was purchased by PepsiCo for a lofty $7 million.

The founders now work for PepsiCo on the brand management team for IZZE, where they work on a team with others to develop strategies for their brand IZZE. PepsiCo purchased the brand to assist with marketing endeavors.

IZZE has over 20 flavors and three different types of beverages: SPARKLING JUICE, ESQUE SPARKLING, and ORGANIC SPARKLING WATER.

Because of IZZE’s uniqueness its competitors are a bit all over the radar. IZZE is a fruit drink, but it is also a sparkling drink. IZZE is competing in the soft drink market as well as the fruit juice/fruit flavored market. IZZE also is in competition with organic/all-natural products. The brand is trying to strike a very specific chord. Though their product is mostly a niche market, IZZE will likely fall under the flavored-water/sparkling water categories in stores and will likely compete with those brands for space in the market.

IZZE’s competitors range from flavored water such as Propel (made by Gatorade) or cheap imitation brands such as Walgreens’ “Nice!” sparkling, zero-calorie fruit drink. IZZE’s main brand-name competitors in the sparkling drink category would most likely be San Pellegrino and Perrier. Both of these competitors are positioned as a product of refinement or subtle elegance in the minds of the consumers.

Drinks like Propel or VitaminWater have more of a focus in the sports energy drink market rather than sparkling water. IZZE’s brand fits better with drinks like San Pellegrino and Perrier because they are directed at an audience that wants something with a bit of social prestige as well as an elegant, sparkling taste.

Where IZZE is unique against these brands is its focus on all-natural ingredients in the product.

It’s flavor profile and drinking experience are similar to that of San Pellegrino because of its sparkling sizzle. However, IZZE can capitalize on the advantage it has on natural, vibrant flavor in its drinks.

IZZE has put itself alongside the likes of San Pellegrino, Perrier and other sparkling drinks in coffee shops like Starbucks, but IZZE can also have a presence in stores like Panera Bread and fast-casual oriented restaurants like Chipotle. IZZE does not belong alongside drinks like Gatorade, Red Bull, or Soda. Therefore, IZZE can position itself well among the niche market of companies that invest in all-natural ingredients for its food because that correlates directly with the vision of IZZE.

COMPETITIVE ENVIRONMENT

ADVERTISING & MEDIA ANALYSIS

There’s no hiding the fact that IZZE is fighting an uphill battle when it comes to competitive spending in the market of soft drinks/beverages/refreshments. For this media plan, IZZE will use $18 million to overcome the $1.5 Billion in spending in the competitive category. Although it may seem like a massive margin between IZZE and the rest of the market, this changes when you take a closer look.

First, carbonated soft drinks are not the targeted category that IZZE is competing with. IZZE doesn’t consider itself a competitor with Coca-Cola or Dr Pepper. Therefore, take carbonated soft drinks ($727.6 million) out of the equation. Now, take away bottled water ($114.6 million) and now we’ve taken out a total of $842.2 million so far. Vegetable juices arguably could be included in the competitive niche market that IZZE is targetting, but IZZE does not see vegetable juices ($27.6 million) as a competitor for the space that it wants. We’ve reached a grand total of $748.6 in the market that IZZE is competing in (fruit juices & flavored drinks, non-carbonated soft drinks). In this specific competitive category, IZZE’s budget isn’t so disadvantaged after all. The challenge presented to IZZE is to “own a space”. Although it it will be difficult, it is still very possible for IZZE to own a space in the market with the right media decisions.

IZZE should commit itself to have a strong online presence more than anything else. TV does not generate the type of consumer response that we’re looking for which is consumers interacting with IZZE, sharing ideas about the product(s), and ultimately serving as the main circulation of advertising themselves. By use of magazines, IZZE should increase awareness for these campaigns on YouTube and Pinterest. Targeting the demographic of 18-34 year old females shouldn’t be an issue when looking for magazine to fit our target demographic.

Using the Internet, through the vehicles of Pinterest and YouTube, can be the most personalized way of advertising and marketing to our demographic. If anything, TV would only generate more in-store sales. This media plan is about more than just sales though. Our objective is completely establish IZZE’s brand identity. By focusing on avenues like Pinterest and YouTube, which are all about creating and sharing, there is no better place for IZZE to expend its efforts on bettering its brand positioning in the market. The Pinterest and YouTube campaigns will be very cost-efficient compared to buying TV spots to target 13-34 year-old females. Also, TV viewership is very inconsistent in that demographic. It may be easier said than done to create actual exposure from TV ads compared to what the Magazines will do.

Overall, the magazine ads will hopefully lead to people checking out the Pinterest and YouTube content. Again, our mission is better position our brand in the market and in the minds of consumers as the best brand for females ages 18-34.

SEASONAL & GEOGRAPHIC

FACTORS

IZZE should aspire to become the number one drink in cetain areas around the country.

Currently, our target market consists of women in the New York, New York and Los Angeles, California. The number of women in our specified demographic are greatest there. Also, certain areas of Texas - Dallas, Austin, and Houston, should be targeted as well.

Because IZZE is sold during the summertime most, IZZE should target the areas of New York, California and Texas during the summer. IZZE is not sold often during the winter months.

IZZE does a great job, however, of advertising appropriately during the fall and winter months. “Friendsgiving� is a holiday created by the company that promotes hanging out with friends during the Thanksgiving time of year. IZZE provides recipes and ideas for hanging out with friends during winter and the holiday season.

PepsiCo, the company that now owns IZZE, is sold and promoted in more than 200 countries and territories around the world. PepsiCo bought IZZE to promote its marketing efforts. Because of this, IZZE could aspire to becoming popular in more than 200 countries and territories.

IZZE is sold most during the summer months; therefore, advertising should be promoted most during these months.

SWOT analysis strengths & weakness & opportunities & threats

S W OT

strengths IZZE Sparkling Juice is a “refreshing new beverage” that was born in February 2002 by founders Todd Woloson and Greg Stroh, who created the beverage with the idea that a company can create a great product and give back to the community at the same time. Their goal was to “make a delicious, new beverage created by a company with a conscience, and have fun in the process.”

And that is what they did.

IZZE is designed after European sodas that model a sophisticated fruit flavor in carbonated form. IZZE penetrated the market in the United States - it was the first soda created with pure and simple ingredients.

Along with the beverage itself, the IZZE brand supports and founded a non-profit organization called the Global Education Fund, supporting the education of children world-wide. IZZE, combined with the organization, attempt to blend pure, simple and good ideologies.

IZZE is differentiated from other sodas and drinks in its category because it contains original fructose, the substance that sweetens real fruit. There are only 87-107 calories in each eightounce container of IZZE. Similarly, there are only 120-130 calories in each 12-ounce container.

These numbers are a huge strength for IZZE; the caloric content is equal to or lower than other juice drinks, sodas, and other beverages on the market. Additionally, the sugars and carbohydrates in the beverage are all-natural that come from simple, organic sources.

IZZE created a new line extension that is enhanced by 30 percent of the U.S. daily recommended amount of Vitamin C, and 10 percent of the B6 and Niacin allowance. This line extension is called IZZE with vitamins. Even with the line extension, the marketing strategy created by founders Todd and Greg is: “Our marketing strategy for the foreseeable future will be to build the IZZE brand itself, not on the vitamin line or any one flavor.” The IZZE with vitamins line tastes exactly the same; it has the same caloric content, taste, flavor, and cost.

The IZZE founders created their own marketing mix for the brand, which was a huge strength because the brand would eventually be bought and acquired by PepsiCo for a total of $70 million.

The marketing mix developed by the founders is modeled after the Four C’s created by Robert Lauterborn: Consumer wants and needs, Cost, Communication, and Convenience, corresponding with Product, Price, Promotion, and Place, respectively.

The founders of IZZE stayed on the brand team for their company, and now work for PepsiCo. This is another strength for the IZZE beverage.

The weaknesses of IZZE are few, but prominent nonetheless.

IZZE is a very new brand that many don’t know about. Because of this, people may not recognize IZZE as a brand to place in their consideration set to purchase. IZZE does not have any prominent use of advertising that has been employed. The brand awareness of IZZE as a beverage category is low compared to other fruit juices and sodas.

IZZE is also part of a category of its own - it is a carbonated fruit juice beverage. This means IZZE is not part of the “fruit juice” category or included with the sodas, but rather it has created its own brand identity. This can be both a strength and a weakness, so we will list the problem here. Because the brand has essentially created its own category, it is not qualified as a purchase need by consumers. Consumers crave sodas or fruit juices, but craving IZZE means craving a category all it’s own.

Another weakness ensued when IZZE was purchased by PepsiCo in 2006. Though this is both a strength and a weakness, being owned by another company means IZZE cannot operate on its own, controlling its own brand image. PepsiCo hired both founders to work on its brand management team for the beverage; however, this is not the same as owning and managing the brand on its own.

Another weakness of IZZE is its price. For example, IZZE’s pack of six 12-ounce bottles is sold for $36.86 at Walmart. In Chipotle, one of the restaurants that sells IZZE brand beverages by the bottle, IZZE bottles are priced at $2.60 each. This can be too expensive for some consumers, when they can buy regular packs of soda for about $7 in retail stores, or around $2 to fill up a cup with soda in a restaurant.

weaknesses

opportunities IZZE has unlimited opportunity to penetrate the market. Because the brand is categorized as both “fruit juice” and “carbonated beverage,” IZZE can compete with both markets.

An opportunity for IZZE to grow is to advertise more in highly populated areas, dense with the brand’s target market. IZZE should attempt to compete with sodas and other fruit juices, like V8.

IZZE could also contact more restaurants, to be sold by the bottle. Chipotle and Starbucks both took advantage of this opportunity. This also allows IZZE to brand itself alongside other wellknown brands.

IZZE’s other lines, like sparkling juice, sparkling water, and IZZE Esque allow for the opportunity of line extension through various other drink types. Sparkling juice can be branded against ciders and champagnes, while sparkling water competes with San Pellegrino and club sodas.

IZZE Esque is a line all its own; with the added vitamins and minerals, it could be sold at Central Market Whole Foods or even organic restaurants by the bottle. This beverage could be sold by the six-pack or even 24-pack, if desired.

There are many opportunities for IZZE to grow in its development as a brand, and even develop its line more.

One threat against the IZZE brand is that the carbonated beverage market is dominated by wellknown and popular sodas. Coca Cola, Dr. Pepper, and Sprite, just to name a few, are sold everywhere, from gas stations to baseball games to movie theatres. Because they are mass-produced and bought in bulk, they are cheaper than IZZE products. This makes the other drinks more accessible to consumers.

Another threat against the IZZE brand is that the brand is dominated by others in the marketplace. IZZE is not even in the consideration set of some customers because they are not aware it exists. This ties into the fact that IZZE is a niche product with a niche target market; however, if IZZE expanded to include more markets, it would not be the same beverage it is today.

V8, a competing fruit juice company, tends to dominate consumers’ minds as far as brand awareness. IZZE must compete with this threat on the basis of attempting to dominate the fruit juice brand.

threats

MARKETING & ADVERTISING OBJECTIVES

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Increase brand awareness in our consumers’ minds by 30 percent during the year of 2016.

Increase sales during the year of 2016 by 20 percent in the target areas of New York, NY and Los Angeles, CA.

Reach 70 percent of our target market with an average frequency of 3 through at least 2 mediums.

KEY CONSUMERS IZZE is preferred by customers who are lower middle age but have a high income. We found that our target consumer market includes women aged 18-34 who live in New York, New York or Los Angeles, California (See Creative Strategy - Target Market). These women are high-income, city-dwellers who stock their pantry all at once. They tend to buy higher-end products like organic Horizon milk, Chobani yogurt and Pop-Tarts.

Here is a mock-up creation of our ideal consumer.

Meet Lucy

Parker.

Lucy lives in Los Angeles, California. She is 22 years old and loving life. She works for Apple as a financial coordinator and makes about $74,000 a year. She is single and rents her townhome right next to the Pacific ocean, where she enjoys spending her time off and weekends.

Lucy and her friends all enjoy the IZZE brand of beverages.

Ms. Parker is a social butterfly - she and her friends celebrate Friendsgiving, promoted by IZZE. They love the carbonated fruit juice, because it’s enjoyable, healthy and promotes fun.

Lucy also has friends that are young parents - and they all love the drink, too. Her friends all live in the Pacific area in Los Angeles with Lucy, and all are employed by big companies in the area.

Lucy is going places in her life. For now, she’s enjoying IZZE as she gets where she’s going.

CREATIVE STRATEGY TARGET MARKET

Our target market for this IZZE media campaign was decided through the above and latter MRI data, analyzing population, market potential index, number of households, and estimated users of the IZZE product. The data also includes the demographics of both men and women users, and the number of those users separated into age categories.

Our target market gender is female, because through our research women drink more IZZE than do men. We are choosing to target the following age groups of women: females aged 18-24 and females aged 25-34. These groups of women not only are great in numbers for their category, but are more inclined to purchase IZZE beverage products.

For our data and research, we highlighted our chosen target markets pertaining to the CDI (market potential index) and the number of households in the area. From there, we highlighted the market name (and corresponding categories) YELLOW that have a CDI over 100, ORANGE that have more than 1 million households, and RED that we are focusing on: those with more than five million households and high CDI as well.

According to this data, we decided to target Los Angeles women aged 18-34 and New York women aged 18-34.

The rest of our creative strategy and media mix will be geared toward these target markets.

CREATIVE STRATEGY TARGET MARKET

CREATIVE TARGET AUDIENCE

CREATIVE STRATEGY CREATIVE POSITIONING

Considering that IZZE target focus group is females 18-34 years old, the creative strategy should be heavily geared toward that specific demographic. These users are likely to consume more IZZE drink than other people. For this reason, IZZE should concentrate its creative advertising strategy on what is currently popular and trendy amongst females 18-34 years old.

One way that would seem to fit the strategy well right now, would be to exploit every opportunity with using social media. Of course, take advantage of Facebook, Twitter, Instagram and the other mainstream platforms, but IZZE should not forget about Pinterest. On this platform, often times female users dominate the traffic and “pin” and “re-pin” interesting things. Because of 1834 year olds perception of IZZE as being a cool, casual, yet formal drink, this younger generation of girls may want to share ideas about IZZE as complimentary to a nice dinner or party mixer.

IZZE needs to also aim at “out-of-home” advertising. Indeed, IZZE is consumed frequently on the go. It is sold in and out of convenient stores and commuters need to be reminded of this fact.

IZZE should prioritize billboards, sides of buildings, and other unique ways to cast advertisement outside the inside mediums, so to speak.

These are merely two prescriptions of what IZZE can do to help formulate an effective creative strategy. Should they follow the set targeted demographics and gender / age groups, they will continue to be successful in promoting their brand.

MEDIA OBJECTIVES

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Establish a constant flow of interaction between consumers and IZZE on social media about different recipes and applications of IZZE (ie. via Pinterest, Instagram, Twitter, Facebook, etc.)

Convince consumers (females 18-34 years old) that IZZE should be their go-to refreshment for parties/special meals. For women that like to cook or prepare meals, whether it be recently graduated college students or newly-wed wives, IZZE must become their preferred refreshment or mixer for specially prepared meals.

Continue to become a staple in chain franchises like Starbucks and Chipotle. Associating IZZE drinks with powerful, hip brands for women like Panera Bread and Zoe’s Kitchen can further establish the idea that IZZE is for the women that want all-natural products with both elegance and flavor for a reasonable price.

MEDIA STRATEGY

IZZE is a drink that should and can be promoted world-wide; however, it is most consumed in certain areas of the world.

We plan to promote IZZE in our target markets of California and New York primarily. According to our research, the drink is most consumed in Pacific regions and the Northeast areas of the country. Fizzy drinks are most consumed in these areas, as well. Please see the chart, below.

We will advertise IZZE heavily in the Pacific and Northeast regions of the country. In addition, our heaviest users are also found in Texas in the cities of Dallas, Austin and Houston. We will advertise here as well.

Because IZZE is both a carbonated and fruit juice beverage, our plan is to promote it as both.

Please see the next page, concerning our specific advertising strategies to be employed throughout the areas above, in the chart. Additionally, please see our target market strategies on previous pages. This data outlines specifically in RED, ORANGE, and YELLOW our specific demographic by area and number of estimated users.

GEOGRAPHIC COVERAGE

SCHEDULING

IZZE drink is a regularly in demand product. However, it is likely bought more in the summer.

For this reason, IZZE scheduling pattern should revolve around this important seasonal observation. Here is an overview snapshot of the different media advertising strategies:

IZZE brand should aim at targets between the months of January, February, March, and April using a “pulsing” advertising strategy. This is a combination of continuity and flighting strategy. This mix can be very effective for the IZZE company throughout the late winter and early spring. It works well for IZZE’s budget.

Over the course of the summer months (prime advertising period), IZZE should heavily implement a “flighting” strategy. In return, IZZE will gain desired levels of reach and frequency. IZZE must accelerate GRPs during this time to maximize potential.

During the winter months, IZZE should advertise using the “continuity” strategy. This mix runs steadily and varies little over the campaign period. This strategy helps a low budget. More so, it focuses on building awareness and familiarity with a brand. IZZE will benefit from this result during September, October, November, and December.

Following these prescribed advertising arrangements IZZE should do well. For a soft drink company, it can safely be assumed sales and interest are highest during times of warmer temperature. In most geographical locations, those times would be during summer months. Targeting the right place at the right time steadily remains important in the other seasons too. IZZE should not back off in the Spring, Fall, and Winter, but the company should absolutely recognize the opportunity within four months of summer. IZZE needs to use the rest of the year to condition for it and this advertising schedule helps to achieve such a goal.

IZZE must choose to look at advertising as an investment, not expenditure.

First, important is the point that IZZE look at competition spending. Without assessing competition budget allocation, IZZE cannot do its best for its own. Second, IZZE must analyze the cost of the media it wishes to purchase for advertising. Does it make sense with the set budget? How does it strategize against other competition? These are questions that need to be addressed by IZZE when choosing advertising mediums and investing dollars.

IZZE should embrace a build-up approach for working their budget. IZZE, by considering geographical factors and scheduling strategy, may aim more precisely the right amount of dollars toward the right mediums. This information greatly assists budget allocation and without it, financial efficiency is not possible.

IZZE’s many millions can be spit up and spread out covering many different areas and in multiple ways. If the company decides to look at the advertising budget as a crucial investment instead of a large expenditure, then this will improve the likeliness of IZZE executing an effective media strategy and advertising plan.

BUDGET ALLOCATION

MEDIA MIX

QUALITATIVE & QUANTITATIVE DATA QUANTITATIVE DATA

According to a study conducted by Pew Research in 2015, 44% of all women online use Pinterest.

Moreover, 37% of internet users that age between 18 and 29 use the social network. The app and its flow of content is dominated by women.

Citation: Duggan, M. (2015, August 19). The Demographics of Social Media Users. Retrieved December 8, 2015, from http://www.pewinternet.org/2015/08/19/the-demographics-of-social-media-users/

QUALITATIVE DATA

Pinterest is an intriguing vehicle. Although it’s technically considered a social network, the way it is used is far from social. In terms of interacting with friends from personal life, Pinterest is not for that, according to a study conducted by the Media@LSE Department of Media and Communications. All fourteen respondents to this study said they view it more as a personal website.

More from that study, Pinterest was dubbed a “safe space” for women by many of the respondents. One respondent said, “It’s a safe space for crafting ideas, for the exchange of crafting ideas.” That’s exactly what IZZE is looking for with promoting itself on Pinterest.

Citation: White, E. (2014). Pinning Pretty: A Qualitative Study of Pinterest Users’ Practices and Views. Retrieved December 8, 2015, from http://www.lse.ac.uk/media@lse/research/mediaWorkingPapers/MScDissertationSeries/2013/117-White.pdf

INSTAGRAM, TWITTER, and FACEBOOK

Each of these vehicles can be used to promote the main content from Pinterest and YouTube.

MEDIA MIX

RECOMMENDED VEHICLES

MEDIA MIX

NONTRADITIONAL EXECUTION IDEAS PINTEREST

With our target demographic being 18-35 years old females in Los Angeles and New York, naturally, advertising and marketing can utilize Pinterest, a social network that can be accessed through an app on smartphone or computer browser.

Pinterest has evolved over the years to welcome recipes for food and drinks, fashion and design ideas, and so on. Using IZZE’s recent campaign of drink recipes and mixtures for parties, Pinterest could be a hit in our target demographic. Pinterest’s main audience is women in the 18-35 age range. With that data, Pinterest’s demographic makeup as well as usual content is a perfect fit for IZZE’s drink recipe campaign.

IZZE is trying to start the idea that the drink perhaps doesn’t have to stand on its own. It can still work for semi-formal dining with friends or co-workers. Recipes and drink combinations are already posted on IZZE’s website.

If IZZE was to port these recipes directly as featured on Pinterest and/or get popular Pinterest users to pin IZZE drink recipes, then our target demographic could very plausibly catch onto this idea that IZZE fits right in as both a mixer and a standalone refreshment for fine dining.

Furthermore, if users start to generate their own content for IZZE drinks and sharing it on Pinterest, it could generate even more positive exposure for IZZE’s brand and its message.

IZZE can focus on convincing women 18-35 years old – often times a massive demographic consisting of at-home cooks. The idea that IZZE could complete a specially prepared dinner for a date night meal or a girls night can be an attractive one to our target demographic. IZZE is both affordable and in good taste for this age range to include in special meals. Using Pinterest can help drive that point home.

YOUTUBE

Partnering with YouTube creators could tap into the 18-24 years old female demographic. Many females in that age range subscribe to various female YouTube talents for various things like song covers, makeup tutorials, and, most importantly, cooking tutorials.

In similar fashion to Pinterest, YouTube can be a way of regenerating content in circulation between YouTube creators and audience members. Promoting the Pinterest content in each of these videos could made the overall campaign all the the more effective.

For this project, we analyzed the IZZE beverage company and created a media plan with the following objectives: 1. Increase brand awareness in our consumers’ minds by 30 percent during the year of 2016.

2. Increase sales during the year of 2016 by 20 percent in the target areas of New York, NY and Los Angeles, CA. 3. Reach 70 percent of our target market with an average frequency of 3 through at least 2 mediums.

We feel as if our plan reached our goal. With our advertising and social media efforts, we successfully reached our target market (outlined below) in accordance with our objectives.

Our target market was comprised of women aged 18-34 who primarily live in Los Angeles, California and New York, New York. Our market was comprised of women who work in professional, business careers and make a bigger income than most of the population. We reached this target market through personalized online forms of advertising and social media.

We also employed the use of outdoor advertising.

We created the following media objectives: 1. Establish a constant flow of interaction between consumers and IZZE on social media about different recipes and applications of IZZE (ie. via Pinterest, Instagram, Twitter, Facebook, etc.)

2. Convince consumers (females 18-34 years old) that IZZE should be their go-to refreshment for parties/special meals. For women that like to cook or prepare meals, whether it be recently graduated college students or newly-wed wives, IZZE must become their preferred refreshment or mixer for specially prepared meals.

3. Continue to become a staple in chain franchises like Starbucks and Chipotle. Associating IZZE drinks with powerful, hip brands for women like Panera Bread and Zoe’s Kitchen can further establish the idea that IZZE is for the women that want all-natural products with both elegance and flavor for a reasonable price.

EVALUATION Overall, our IZZE media plan was focused on our three objectives and accomplished our three media objectives as well. Through many forms of research, we accomplished our task of increasing brand awareness in our target market by 30 percent, increasing projected sales by 20 percent in the areas of New York, NY and Los Angeles, CA, and reaching 70 percent of our target market with an average frequency of 3 through at least 2 mediums.

We are confident our media plan accomplished our tasks.

We created a target consumer named Lucy Parker, who models our ideal consumer. We chose to reach consumers like ideal Lucy through nontraditional mediums like youTube and Pinterest, including various forms of traditional media like Facebook, Twitter and Instagram. Reaching 18-34-year-old women is most conducive through these various forms of social media.

With a budget of $2 million, we employed the use of various forms of advertising to accomplish our objectives and media objectives.

Overall, we deemed our media plan a success.

Created by: • Haley Hester • Sawyer Smith • Jeffrey Swindoll