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Sara Mason, Anna McCarthy, Emily Papa, & Jake Sherman


CLIENT BRIEF

TASK: CREATE A MEDIA PLAN FOR A CLIENT

PRESENTATION BASED ON THE KNOWLEDGE LEARNED FROM YOUR INTERNSHIP

FLIGHT DATES: SEPTEMBER 1ST-DECEMBER 31ST TARGET: MILLENNIAL MOMS W18-34

BACKGROUND: CAMPBELL’S IS LAUNCHING A NEW FLAVOR OF GOLDFISH AND NEEDS TO SPREAD AWARENESS OF THE PRODUCT

MARKET: NATIONAL KPIS: CTR, REACH, SALES BUDGET: 200 MILLION

2

OBJECTIVES: PRIMARY: AWARENESS OF NEW FLAVOR SECONDARY: SALES


SNACKING TRENDS HEALTH CONSCIENCE

“Majority of buyers consider health-related attributes in their purchase decision” 3

MORE SNACKING

The amount of times people are snacking has increased

MARKET GROWTH

The “snack” industry has grown YoY


Four Cheese Goldfish

Cheesy Trends • CHEESE BLENDS ARE THE FASTEST GROWING STYLE OF CHEESE • CHEESE BLENDS INDEX WAS THE HIGHEST AMONG MILLENNIAL MOMS

4


DRUM ROLL PLEASE…

5


INTRODUCING 4 CHEESE GOLDFISH:

CHEDDAR MONTERERY JACK PARMESAN COLBY 6


WHO IS THE MILLENNIAL MOM? SHE FEELS THAT HER PHONE KEEPS HER CONNECTED AT ALL TIMES WITH FRIENDS AND FAMILY, AS WELL AS THE NEWS VIA SOCIAL MEDIA. FOR HERSELF, SHE ENJOYS COOKING AND KEEPING UP WITH CELEBRITY TRENDS.

SHE SUPPORTS BRANDS THAT ARE INNOVATIVE, REFLECTS HER STYLE AND ARE CHARITABLE. SHE CONNECTS WITH MEDIA WITH HER ETHNIC AND CULTURAL BACKGROUND. CONSIDERS HERSELF SOCIABLE, BUT CHOOSES TO HAVE A SMALL GROUP OF FRIENDS BECAUSE AT THE END OF THE DAY FAMILY IS HER TOP PRIORITY. 7


RELATIONSHIP TO BRAND

CHILDHOOD

ADULTHOOD

PARENTHOOD 8


KEY PLAYERS

9


SO$ REVEALS CATEGORY STUCK IN ITS WAYS Total: $125,854,536

Total: $124,350,172

17%

Total: $141,427,156

16%

20%

13%

14% 16%

26%

25% 25%

10%

8% 9%

10 Yoplait Go-Gurt

24%

32%

18%

1% 3%

8% 1% 3%

5% 1% 5%

2013

2014

2015

Totinos Pizza Rolls

Pop-Tarts

Lays

Goldfish

GoGo Squeez

Frigo Cheese Heads

Dannon Danimals


MEDIA MIX SHOWS TV IS KING Total Spend

$36,877,362 3%

$33,472,252

$22,415,203 3%

$14,367,285

$18,622,576 3%

5% 2% 1% 3%

8% 1%

12% 25%

1%

$6,794,513

2%

2%

$1,214,249 5%

12% 0% 4%

28%

9% 18%

$7,663,716

42%

17% 0% 16%

2%

40%

35%

13%

2%

95%

89%

1%

76% 66%

50% 40%

34%

POP-TARTS

GOLDFISH

YOPLAIT GO-GURT

35%

TOTINOS PIZZA ROLLS

LAYS

GOGO SQUEEZ

DANNON DANIMALS

0% FRIGO CHEESE HEADS

2015

11 Syndication

SLN TV

Online Video

Network TV

Network Radio

Magazines

Int Search

Int Display

Cinema

Cable TV


COMMUNICATIONS APPROACH BUSINESS OBJECTIVES

CREATE AWARENESS AND DRIVE TRIAL OF THE NEW 4 CHEESE GOLDFISH

12

MARKETING OBJECTIVES

DRIVE TRIAL OF NEW FLAVOR BY REMINDING HER THAT GOLDFISH IS A BRAND THAT BRINGS SMILES TO HER FAMILY

MEDIA STRATEGY

SHOW HER THAT GOLDFISH IS A SAFE AND TRUSTED BRAND, TO TRY SOMETHING NEW WITH HER KIDS


TV- Reach the Masses

13

• • •

Rationale Promotion of the new flavor Millennial Moms spend 16 hours a week watching TV COPPA Compliance

Spend/Measurement $103MM 150 GRPs/Week


Digital- Targeted Reach

Rationale •

Deliver a seamless experience across devices whether it is her favorite influencer blog, social community, long form content 14 • Focus activity on high impact and rich media units to catch Moms attention and drive engagement

Spend/Measurement $28MM CTR, VCR, ER


Print- A Trusted Source

Rationale • •15

Focus on print selections to target moms where they are seeking to bring the family together Pairing with publications that she associates with relaxing and taking a break for herself

Spend/Measurement $20MM Measure in circulation


Social- Sharing & Advocacy

• • 16

Rationale She looks to social media for information about products. Millennial Moms enjoy sharing their experiences with brands on social media and look to their peers for opinions.

Spend/Measurement $12MM CTR, CPC, VCR


Radio- Mass Awareness

• • 17

Rationale Most listen to radio at work and at home Continues the story when they do not have a screen in front of them

Spend/Measurement $10MM GRP (Traditional) Impressions, Clicks (Digital)


SEARCH- CONTROLLING KEY WORDS

Rationale • Control the key words amongst the snacking world 18

Spend/Measurement $10 MM CTR, CPC


Partner Details Connect With Moms

$2.5MM • Sponsor- ABC Preshow • Broadcast Media Commitment • Activate (hospitality, social media, etc.) 19

September 18th

Family Fun

Make Finn Famous

$2.5MM • Sponsor- Interactive Snapchat Lens with behind the scenes Livestream • Broadcast Media Commitment • Activate (hospitality, social media, etc.) November 20th

$700M • •

Float and Balloon Livestream: #FollowFinn

November 24th


Activation Surprise Snack

Sampling

#TryItTruck

$500M

$100M

$1.90MM

• Surprise Extra within Family Option, only • Samples, partner, social, etc.

October-November 20

12 Markets (not major urban areas) • 4 East, 4 West, 2 Mid-West, 2 Central-South September

Media buy/ sponsorship on show • 6 Integrations and digital cut downs Social promotion October-November


Millennial Moms Connect With Philanthropies

Work with The Ellen DeGeneres Show to connect with families and schools that are trying new things and are in line with Goldfish’s brand values. Donate to causes, run increased ads, social: $2 MM

21


Budget Allocation Media Channel

22

% of Media Budget

TV

$103MM

52%

Digital

$28MM

14%

Print

$20MM

10%

Social

$12MM

6%

Radio

$10MM

5%

Search

$10MM

5%

Activation/Partnerships

$10MM

5%

Total Budget

$194MM


Goldfish FY'17 Cheese Blend Media Plan As of 7.27.16 Sep 29

5

12

Oct 19

26

3

10

Nov 17

24

31

7

14

Dec 21

28

5

12

19

GRPs

Net Cost $(000)

FY17'Q1

FY17 Goldfish Media Plan Goldfish Cheese Blend W18-34

Daypart Mix: Netw ork Prime, Cable Prime, Cable Youth, Cable Female, Syndication, Cable Broad Niche

Video Neutral Upfront TV

150 150 150 150 150 150 150 150 150 150 150 150 150 150 150 150 150

Monthly W18-34 GRPs

600

750

Quarterly W18-34 GRPs Total Upfront TV M onthly Net $(000)

2550

600

600

$20,591.7

$20,592.7

150

150

150

150

150

150

150

17 total w eeks on air

150

150

150

150

150

150

150

150

Weekly W18-34 GRPs

17

150

Weeks On Air

150

Upfront :30s

2550 $20,591.7

$25,739.6

Total Upfront TV Quarterly Net $(000)

$87,514.7

2,550

$87,514.7

Print Print Total Print Monthly Net $(000)

$4,000.0

$5,000.0

$4,000.0

$4,000.0

$17,000.0

$2,000.0

$2,500.0

$2,000.0

$2,000.0

$8,500.0

Total Video M onthly Net $(000)

$2,800.0

$3,500.0

$2,800.0

$2,800.0

Total Display M onthly Net $(000)

$2,800.0

$3,500.0

$2,800.0

$2,800.0

Radio Radio Total Radio Monthly Net $(000) Digital Display/Video Online Video Display

$23,800.0

Social Facebook

$3,060.0

Tw itter

$1,530.0

Instagram

$2,040.0

Pinterest

$2,040.0

Youtube Total Display M onthly Net $(000)

$1,530.0 $2,400.0

$3,000.0

$2,400.0

$2,400.0

$10,200.0

Search Planned Search Total Search M onthly Net $(000) Total Digital Monthly Net $(000)

$2,000.0

$2,500.0

$2,000.0

$2,000.0

$8,500.0

$10,000.0

$12,000.0

$10,000.0

$10,000.0

$42,500.0

Activations Sampling

$85.0

Blue Apron

$425.0

#TryItTruck Total Activations M onthly Net $(000)

$1,615.0 $85.0

$1,020.0

$1,020.0

$0.0

$2,125.0

Partnership

23

Emmys

$2,500.0

American Music Aw ards

$2,500.0

Macy's Thanksgiving Day Parade

$700.0

Ellen- 12 Days of Giveaw ays Total Partnership M onthly Net $(000)

FY17 Grand Total Monthly Net $(000) FY17 Grand Total Quarterly Net $(000)

$2,000.0 $4,500.0

$0.0

$41,176.7

$46,259.6 $164,841.4

$3,200.7

$0.0

$40,812.4

$36,592.7

$7,700.7

2,550

$164,841.4


Timeline to Launch

Revisions based on client need Secure pricing measurements from all channels

24

8/12

Present to client updated budget allocations and miscellaneous revisions

8/19

Finalize investments

Campaign Goes Live

Receive Creatives

Product Becomes Available

Secure sponsorships

8/26

9/1


THANK YOU!

25


APPENDIX

26


Goldfish Media Spend 10%

53%

46% 0%

27

25%

52%

69%

34%

31%

0%

40%

34%

0%

0%

GOLDFISH

GOLDFISH

GOLDFISH

GOLDFISH

2012

2013

2014

2015

Syndication

Online Video

Network TV

Magazines

Int Search

Int Display

Cable TV

BE-Network TV


SOV-National TV GRP 2013-2015 Total GRPs:

79,163,270

98,968,791

84,561,276

100%

90%

22%

20%

27%

80%

11%

12%

70%

15% 60%

26%

29%

50%

27% 40%

13%

9%

30%

11%

20%

20%

8% 7% 5%

23% 10%

0%

4% 28

2013

Yoplait Go-Gurt

5% 5%

2014

Totinos Pizza Rolls

Pop-Tarts

Lays

2015

Goldfish

GoGo Squeez

Dannon Danimals


Partner Details Connect With Moms

Family Fun

Make Finn Famous

September 18th

November 20th

November 24th

• $1MM Sponsor- ABC Pre-show • $1MM Broadcast Media Commitment • $500M to activate (hospitality, social media, etc.) 29

• $1MM Sponsor- ABC Preshow • $1MM Broadcast Media Commitment • $500M to activate (hospitality, social media, etc.)

• • •

$450M- Float $250M to activate Livestream: #FollowFinn


Activation Surprise Snack

$500M • Surprise Extra within Family Option, only • Samples, partner, social, etc.

30

#TryItTruck

Sampling

$100M •

12 Markets (not major urban areas) • 4 East, 4 West, 2 Mid-West, 2 Central-South

$1.90MM •

• • •

$1.5MM Media buy/ sponsorship on show • 6 Integrations and digital cut downs $3ooM Food Truck $50M Social promotion $50M Permit/Misc.


Millennial Moms

63 18 23

W 18-34

Race % White % AA % Hispanic

Education

Geographic

23 21

% Pacific % South East

15

% West Central

14

% South West

11 26 16

% With Associates Degree % With Some Level of College % Currently Attending College

Social Media

90 30-34

Relationship

16

% Cohabitated

12

% Engaged

47 31 Source: MRI 2015 *From National Doublebase

% Use Social Media

Employment

60

Sweet Spot Age % Employed

Income Household Income

% Never Married

50,000149,999

0-24,999 25,00049,999


SNACKING TRENDS HEALTH CONSCIENCE

“Majority of buyers consider health-related attributes in their purchase decision” 32

MORE SNACKING

The amount of times people are snacking has increased

MARKET GROWTH

The “snack” industry has grown YoY


Our Communications Approach

Business Objective Create awareness and drive trial of the new 4 Cheese Goldfish

33

Marketing Objective Drive trial of new flavor by reminding her that Goldfish is a brand that brings smiles to her family

Media Strategy Show her that Goldfish is a safe and trusted brand, to try something new with her kids

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