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MOONSTRUCK CHOCOLATE CO. CHOCOLATE EVOLVED


THE MOON WAS FORMED TO ILLUMINATE THE NIGHT SKY. IN 1993, THAT SAME MOON GAVE LIGHT TO THE FOUNDERS OF MOONSTRUCK CHOCOLATE, A LUXURY CHOCOLATIER THAT TANTALIZES ALL FIVE SENSES. EXPLORE THE UNIVERSE OF MOONSTRUCK.

CHOCOLATE EVOLVED presented by Marble


CONTENTS 002 003

OBJECTIVES 007 STRATEGY 008 AUDIENCE 011 TACTICS 012 WEBSITE 016 SOCIAL MEDIA 018 PRESENTATION 020 CAFÉS 022 VIDEO 026 QR 027 EVENTS 034 MOON CLUB 036 PR STRATEGY 038 MEDIA SCHEDULE / BUDGET

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MOONSTRUCK CHOCOLATE SEEKS TO CREATE A SUSTAINABLE MODEL FOR THE LAUNCH OF NEW PRODUCTS, SPECIFICALLY THEIR TUMBLED CHOCOLATE. THEY NEED A MODEL THAT WILL HELP THEM MOVE PRODUCT ACROSS THREE DIFFERENT CHANNELS: DIRECT TO CONSUMER ONLINE, CAFÉ STORES IN PORTLAND, AND WHOLESALE TO GROCERS AND OTHER RETAILERS.

OBJECTIVES LAUNCH STRATEGY

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Outlined in this book is a blueprint for a successful new product launch. The strategy branches out into every area of the brand as a sustainable way to promote new Moonstruck Chocolate products. The tactics grab the audience’s attention in a way that makes sense for Moonstruck. TUMBLED SALES

Moonstruck Chocolate aims to increase the sales and awareness of their Tumbled product. Tumbled Chocolate becomes a desired product that will be demanded by Moonstruck customers. This campaign will positively impact the sale of Tumbled Chocolates. BRAND PRESENTATION

We want to ensure that Moonstruck Chocolate is perceived as the luxury chocolate brand in every endeavor. We will achieve this by strengthening the things Moonstruck already does well, while also introducing new marketing facets that will increase the prestige of the brand. This campaign is about making an already great product, and company, even better.


STRATEGY

WE BELIEVE THAT MOONSTRUCK IS CHOCOLATE EVOLVED. THEY ARE COMMITTED TO DELIVERING A PREMIUM BRAND EXPERIENCE THROUGH DELICIOUS PRODUCTS, MOUTH-WATERING VISUALS, INNOVATIVE STORYTELLING AND LUXURIOUS PACKAGING. THEY WILL DELIVER THIS MULTISENSORY EXPERIENCE NOT ONLY IN THEIR PRODUCTS, BUT IN ALL FACETS OF THE BRAND.

Chocolate Evolved is a plan that will help every facet of the brand shine as an exemplar of the high quality Moonstruck is known for. Inherent in the Moonstruck brand is luxury chocolate that tells a story and evokes feelings of intense pleasure from its fans. These qualities need to be present wherever a potential customer encounters Moonstruck. Chocolate Evolved works not only for Moonstruck as a whole, but also the Tumbled Chocolate product. Tumbled Chocolate began as panned chocolate many years ago. And now, Moonstruck has brought this original chocolate treat to the 21st century. Moonstruck Tumbleds are Chocolate Evolved because they combine Julian’s technique and recipe with the freshest, highest quality ingredients inspiring a whole new chocolate experience. Customers who eat Tumbled Chocolate are rewarded for seeking out a superior product. What we aim to do is take what already makes Moonstruck great and amplify it across all avenues of the brand. It’s not about making drastic changes, but about building upon the already solid Moonstruck Chocolate foundation. An improved website experience will make the user want to spend more time on the site. Increased promotion of Moonstruck products and events across all media platforms will increase awareness of the brand. And adding interactivity and touch points in the cafés will improve the in-store experience. In short, bringing the Moonstruck brand promise to life. That’s Chocolate Evolved.

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AUDIENCE The Moonstruck audience uses all their senses in appreciating chocolate. They not only love the taste, but the look, smell, feel, and story evoked by the product. They expect premium chocolate to have premium presentation; the brand details must be of high quality. Our audience is looking for chocolate that tells a story with its taste, its appearance, and its total sensory experience.

SEGMENTATION RESEARCH BROKE MOONSTRUCK CHOCOLATE CONSUMERS DOWN INTO THREE MAIN CATEGORIES. • PASSIONATE EPICURES • NARRATIVE NATURALISTS • IMAGE CONSCIOUS IMPRESSERS THESE SEGMENTS REPRESENT: • 58% of all premium chocolate consumers • 69% of all premium chocolate spending • 87% of all Moonstruck consumers • 43% of them dark chocolate consumers • 42% of them milk chocolate consumers • 82% have purchased premium chocolate in the past three months for themselves • 42% did so for their spouse or partner • 33% bought premium chocolate for a non family member • 20% bought premium chocolate for kids • Ages 25-44 are most likely to shop for premium chocolate via the web • Premium chocolate consumers’ average age is 40 years old • High income, college-educated • Women view premium chocolate as a little indulgence and reward for themselves

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Chocolate Evolved


TACTICS

THE EVOLUTIONARY STAGES

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LAUNCH

Moonstruck evolves. The brand takes the things they are already doing and pushes them further. Handcrafting each relationship is where it all begins. CONNECT

Moonstruck amplifies its message. They tell the world about their story and commitment to being a luxury chocolate brand. SUSTAIN

Moonstruck drives the message home. It’s time to let the audience know that the brand’s messaging isn’t just an advertising campaign. Moonstruck has an evolving chocolate experience that will keep them coming back for more.


WEBSITE Moonstruck’s website should be looked at as living, breathing entity. A strong commitment to reflecting consumer needs benefits ROI and keeps users coming back for more. Moonstruck’s website will engage the consumer and direct them to the products they seek in an intuitive, visually appealing way.

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The interface architecture for the current and proposed website are very similar so only a small amount of additional HTML coding is needed.

HOMEPAGE

DESIGN

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A constellation themed background helps illuminate the logo and content of the site. The St. John’s Bridge, an important design element used in Moonstruck packaging, frames the website. Warm and inviting cream colors match the mysterious dark background to form a charismatic contrast. Artfully shot photography of the chocolate products gives a pristine feel to online shopping. There is a consistent look and feel to the new site that reads like a natural progression from the past.

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To keep consistency, the organization of the site and the menu system are only slightly tweaked. Larger buttons are easier to see, so people who are looking for a certain section will find what they seek. A large area in the center of the page displays lush images, high-definition Moonstruck videos, and important information on products to capture the essence of the Moonstruck brand.


An additional media page should be added to consolidate the visual content to one area, making it easily accessible to the viewer.

INTEGRATE SOCIAL MEDIA Moonstruck’s website should accurately reflect their social media presence. Social share buttons have been added to the center of each page so visitors can easily pass along the latest information from the world of Moonstruck. Additionally, the most up to date Twitter and Facebook posts will populate the homepage of the website to give Moonstruck’s social efforts a holistic feeling.

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The different sections of the website are sophisticated and beautiful, mirroring Moonstruck’s story. The design creates a memorable experience and ease of use for all chocolate lovers.

PUBLIC RELATIONS

CONCLUSION

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The new website skin is more modern, stylish and streamlined. There is no longer a multitude of fonts, images and information competing for the user’s attention. The ease of navigation on Moonstruck’s site will help point customers to the products they want and the information they need, leading to increased sales and more time spent with the brand.

The website is the place where many potential and current customers will first interact with Moonstruck. Promoting what’s new at Moonstruck, including recent products, videos and upcoming events, is an integral part of keeping customers connected to the brand. Moonstruck must take advantage of this and use its website for promotional power by highlighting all recent news on the homepage as soon as it occurs.


TWITTER Twitter allows Moonstruck to spread instant pictures of what’s happening in-store and in the factory, as well as keep fans up to date on Moonstruck events as they happen. Twitter is also a perfect platform to run promotional contests, message directly with Moonstruck fans and inspire conversations about the brand. Cross-platform integration with the website will also attract new users to social media.

Showcasing the brand and product image with a consistent theme, while using all the effective space on the Facebook platform, will elevate the experience for the consumers. Tumble with Moonstruck Chocolate Co. moonstruckchocolate.com

Stumble into Moonstruck Chocolate and try our new Tumbled Chocolates!

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SOCIAL MEDIA Facebook Ad and Twitter page

Moonstruck Chocolate has a great opportunity to leverage its fantastic products into a strong social media presence. Like the Moonstruck website, Moonstruck’s presence on social media needs to be elegant, engaging and user-friendly so customers come back often. In order to increase its number of fans and followers, Moonstruck must reach out to them through every channel—web, in-store, packaging, etc. Moonstruck must provide value to the consumer so he or she will want to listen to what you’re saying and connect with the brand on a deeper level.

Tumble with Moonstruck Chocolate Co. moonstruckchocolate.com

Stumble into Moonstruck Chocolate and try our new Tumbled Chocolates!

FACEBOOK

YOUTUBE Newly produced Moonstruck videos will be uploaded to the company’s YouTube page, as well as a dedicated section on the website. The YouTube channel will get a re-skin that aligns with the updated look and feel of the new website and the Chocolate Evolved campaign. YouTube makes viral sharing of Moonstruck videos easy, and YouTube analytics can provide valuable feedback to Moonstruck.

Facebook is an ideal platform to share the latest products, invite fans to Moonstruck events, and engage in contests. Utilizing a splash page to announce the most current promotion or news from Moonstruck will allow visitors to instantly know the latest on what the company is up to. Moonstruck can also utilize the Facebook page as a sales avenue. The current Facebook store will get an upgrade through Payvment, an integrated service that allows fans to buy Moonstruck products without leaving the page. The Payvment service is currently in free beta testing, and clients who sign up for the store now receive a lifetime free account with Payvment after the beta period ends.

FOURSQUARE

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An inexpensive and targeted way for Moonstruck to reach its customers is through Facebook ads. These ads will help increase awareness of new product launches, current events, and other Moonstruck news. The ads can be targeted not only to Moonstruck fans, but also to Facebook pages of retail stores where Moonstruck is located, such as Market of Choice.

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PPC/FACEBOOK ADS

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Foursquare integration into cafes is another component of the social media strategy. A simple sticker or decal from Foursquare marks the cafes as a destination to check-in. Customers who check-in for the first time will be rewarded with a product sample, pushing the latest Tumbled Chocolates. Rewarding repeat visitors to Moonstruck with badges adds a fun element as well; if a customer checks into all five cafés, he or she will receive the exclusive Moonstruck badge that entitles them to a 5% discount at Moonstruck stores.


PRODUCT PRESENTATION

SALES BOOK MATERIAL

Moonstruck’s relationship with its distributors makes up a core part of the way customers outside of Portland can buy their chocolate. This relationship needs to be as pristine as the products Moonstruck is trying to sell to the distributor. To help achieve this goal, we’ve redesigned the current sales book that the sales team uses to help pitch the products and brand.

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Premium presentation and a strong showcase of the Moonstruck products will create a better connection with the viewer. The visual experience is increased, reflecting the quality of the chocolates. Uses vibrant imagery and simplified structure. Embossed cover; premium paper stock.

DESIGN The sales books are elegantly designed, yet still informative and persuasive. The quality of the books matches the nature of the products Moonstruck promotes. When trying to differentiate Moonstruck Chocolate from other brands, this book will help sell Moonstruck as the premier luxury chocolatier. CONTENT Every element of the book underscores the Chocolate Evolved message. The book will feature a profile on Master Chocolatier Julian, as well as his thoughts on what makes each Moonstruck product unique. Full color photos and QR codes will also help the distributor learn each product’s story. Promotional material and event features located in the back of the book will also demonstrate Moonstruck’s pubilicity. This book will do more than show product, it will highlight the impeccable standard Moonstruck holds themselves to.

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Moonstruck must not only apply this new sales material to its B2B avenue, but also to its B2C. Through a “training camp” for café employees and sales people, Moonstruck will help energize them about new Moonstruck products and turn them into full-on brand ambassadors. Chocolate Evolved is a message that should resonate from top to bottom in Moonstruck, and getting every employee excited about this message will play a key role in this campaign. These advocates in the organization will then help turn customers into Moonstruck evangelists. The first task will be creating Tumbled Chocolate advocates.


CAFÉS Moonstruck Chocolate currently owns and operates five café stores in the Portland area. These stores are a great way to efficiently and quickly break news of new products to both dedicated Moonstruck fans and the general public. To do this well, Moonstuck must implement a series of new initiatives that entice the customer to build a strong relationship with Moonstruck. The in-store experience must align with the Chocolate Evolved message.

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Currently, Tumbled Chocolate is not a focal point at the cafés. This can be fixed with a few easy to implement changes. Customers who enter the store should immediately be told about the Tumbled product or whatever is Moonstrucks featured chocolate at that time. New products need to be top of mind for the employees, and in turn, the consumer.

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Café employees must offer samples of Tumbled Chocolate to every customer at the beginning of the campaign. We know that once they try the chocolate, they will be hooked on the unique flavor of this delicacy. Offering samples of products is a fast, effective way to convert people to fans. It isn’t enough to just place Tumbled onto drink orders; it must be talked about and ultimately become a sought after treat.

The in-store experience will really become evolved through the implementation of iPad kiosks at the stores. These iPads will display product videos created for Moonstruck as part of the Chocolate Evolved campaign. Customers will be drawn in by the lush videos shown on counter tops, hooking them instantly into the story of Moonstruck even if they are not familiar with the company. iPads will also display the other videos, such as the factory tour and Julian features. Furthermore, the iPad serves as a way to highlight upcoming events, in-store promotions and other Moonstruck happenings. This information will be interspersed with the video.

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SAMPLINGS

iPAD KIOSKS

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Kiosks will grab the attention of the customers, pushing the quality and craftsmanship of Moonstrucks products. Versatile placement and easy user experience.


VIDEOS

ILLUSTRATED STORY

Video content will be an important way to show the vibrancy of Moonstruck Chocolate in a format that can fully capture the brand. To ensure the luxury message of Moonstruck, the videos must be as high quality as the chocolates themselves. That means crisp visuals and clear storytelling, weaving the brand story throughout the videos. A media tab on the Moonstruck website will house all video content for easy access and viewing. Videos will be integrated across all platforms of social media, including Facebook, Twitter and Moonstruck’s YouTube channel.

To kick off the video portion of the campaign, Moonstruck Chocolate will present an animated story that shows the whimsical nature of the brand. The video functions as an introduction to the Tumbled Chocolate, showing the St. John’s Bridge and other imagery that evokes the feelings of­­­eating Moonstruck Chocolate. The animated style of the video is sophisticated and alluring, perfect for the feel of the campaign. This short clip will encapsulate Chocolate Evolved in a concise, entertaining video.

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Illustrated story storyboard. Viewed left the right, top to bottom. A whimsical journey under the night sky.


VIDEOS

These videos are short and sweet, and help to answer many of questions chocolate connoisseurs wish to have answered. They display the products, employees and those who influence Moonstrucks story.

CAFÉ Julian Rose is a charismatic, intelligent figure who puts an ideal face on the Moonstruck brand. We want to showcase him in a Moonstruck cafe, explaining his craft and showing the products he brings to life. The video will be short, no more than 30 seconds, and will deftly show the Moonstruck cafes and products with a visual flourish that captures the Chocolate Evolved essence.

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PRODUCT Moonstruck Chocolate product videos will show how each chocolate is made, reinforcing the Chocolate Evolved message. Customers who see the handcrafted care and attention to detail that goes into every piece of chocolate, in artistically shot high definition video, will better appreciate Moonstruck and their products. The process of creating a piece of Moonstruck chocolate becomes ingrained in the minds of the consumers who see these videos, and their understanding will benefit the sensory experience of eating the chocolate.

FACTORY

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Because Moonstruck factory tours are extremely rare and coveted, there is a mystique to the process of making Moonstruck chocolates that allies with Chocolate Evolved. Filming a short tour of the Moonstruck factory, hosted by Julian, is a great way to promote this aspect of Moonstruck. The true handcrafted nature of the chocolates will come to life in this video.


ON PRODUCTS, BAR, CAFÉS, AND DISTRIBUTOR MATERIAL

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Moonstruck QR code. Try it out!

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Moonstruck’s core consumer base is more likely to have a smart phone and will be able to make use of this innovative brand of storytelling. They will want to engage with Moonstruck in an interactive way, when they are on the go. QR codes help make for a premium chocolate experience, one that shows Moonstruck is willing to connect with customers no matter where they are. The Chocolate Evolved message is omnipresent.

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A QR code is a specific matrix barcode that is readable by barcode scanners and smart phone cameras. The information encoded on the QR code may lead a user to text, URL or other information. In Moonstruck’s case, a sticker with a QR code will be placed on each product. This QR code will link to specific product videos that allow users to get the full story on their phone, no matter where they are enjoying Moonstruck. A QR code will also be placed on the entrance to Moonstruck’s cafes, taking users to other videos such as the factory tour.

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MOONSTRUCK IS A BRAND DEDICATED TO BRINGING AN ALL-ENCOMPASSING SENSORY EXPERIENCE TO THEIR CHOCOLATE CONSUMERS. IT IS IMPORTANT TO HOST EVENTS THAT PLAY INTO THIS ASPECT OF THE BRAND. BY HAVING EVENTS THAT EMBODY THE MOONSTRUCK EXPERIENCE, CUSTOMERS WILL BECOME FAMILIAR WITH THE PRODUCTS, THEIR INHERENT QUALITY AND THE VALUE THAT MOONSTRUCK BRINGS.

Part of being evolved means staying on top of the latest trends and technology advances. Moonstruck Chocolate should make use of the QR code technology with its products.

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QR CODES


EVENTS/GUERRILLA

TUMBLED BAR AND POP-UP EVENTS

Including staple elements at Moonstruck events will help people become familiar with the brand. We propose including a fixture called the Tumbled Bar at all Moonstruck events. We also believe using a brand ambassador, such as Master Chocolatier Julian Rose, is important because not only do brand ambassadors know the brand inside and out, they also represent the company and stand behind their creations. Using a brand ambassador at all events will encourage participation and ensure that someone knowledgeable about the product is in attendance.

Bring the chocolate to the people. That’s what Moonstruck’s Tumbled Bar will do. The bar is a movable fixture that will appear at a variety of Moonstruck events. It is specifically designed for Tumbled Chocolate, but can be used for the launch of future products. The Tumbled Bar is designed with a tap, commonly used for beer; wooden handles are pulled down and Tumbled Chocolate pours out of the tap into a container. The elegant design of the bar, combined with this novel presentation of Tumbled Chocolate, creates a fun and inviting atmosphere for customers.

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Tumbled bar renderings and a Pop-Up event scene.

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The Tumbled Bar will be used at “pop-up” events, or events around the city that promote Moonstruck Chocolate. These events are not productspecific and will help increase brand awareness and audience connection on a personal level. Pop-up events keep Moonstruck top of mind for the consumer. In time, the bar will become a symbol for the brand and people will look forward to seeing it at Moonstruck events. The bar fulfills the Chocolate Evolved message because it turns eating chocolate into a sophisticated night on the town, while retaining the fun of Moonstruck.


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LAUNCH EVENT

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Moonstruck Chocolate must have a launch event in place for every new product to generate buzz. These events will advertise to the public that a new product is available and give people a chance to try the product before anyone else, enticing fans and new customers alike. In much the same way that movie studios roll out the red carpet for their latest films, Moonstruck will treat the launch of a new product like a glamorous event.

TUMBLED AND STUMBLED The launch event for Tumbled Chocolate will be “Tumbled and Stumbled�. It is a premium beer, wine and chocolate tasting event. The Tumbled Bar will be at the event, as will Julian. The bar is a creative way to showcase the product for a launch event and it will help make the product more exciting. Utilizing Julian as the brand ambassador for this event helps inform the audience about the new product. Customers will be clamoring to get their chance by the bar.

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Tumbled and Stumbled event rendering. Decoration and branding create a unique experience that everyone will be talking about.

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The event will be at a location that conveys the same quality and value as Moonstruck. Here are some partnerships we see as the best matches for Moonstruck: Deschutes Brewery, Bridgeport Brewing, Penner Ash and Duck Pond Cellar. These local businesses would gain value from hosting a prestigious launch event that would bring them customers and press coverage. The products represent an ideal match for the Moonstruck brand and the promise to give customers an evolved chocolate experience.


A sample TweeMatic post.

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CONTEST To create a valued two-way connection with customers, Moonstruck will host regular contests on their social media channels. Leveraging and incentivizing Moonstruck’s social fan base is a great way to create interaction and generate brand awareness.

HOLIDAY/CHARITY PROMOTION

SOCIAL POSTS

Since the holiday season is the most profitable for Moonstruck Chocolate, there will be a specific holiday promotion centered on Tumbled Chocolate and a charity closely related with Moonstruck’s core brand ideals. The promotion will be based in cafés and run during the month of December. For every purchase of Tumbled Chocolate products in-store, Moonstruck will donate 10% of all proceeds to the charity of their choice.

Utilizing TweeMatic, a full-service social sharing contest platform, Moonstruck will spur customers to share news quickly. The contests will ask consumers to spread current Moonstruck social media posts in return for a chance to win a Moonstruck prize. TweeMatic can be used for every new product launch or future contests that Moonstruck holds.

The Tumbled Bar and a brand ambassador will be present throughout the month to promote the product and educate consumers about the wonders of Tumbled Chocolate. This not only promotes a new product, but ties Moonstruck to a local charity during the most giving time of the year. Possible charities include: Central City Concern, United Way of the Columbia and Williamette, Portland Habitat for Humanity.

TUMBLED SHOWCASE During the month of February, Moonstruck will host a Tumbled dessert contest on their Facebook. The contest will ask Moonstruck customers to share dessert recipes that use the Tumbled Chocolate. The idea is to promote the creative use of Tumbled products alongside other desserts, to encourage consumers to buy and use the product more often. After people post a design or use for Tumbled Chocolate, other Facebook fans will then be able to vote for their favorites. In order to vote, users must first “Like” the Facebook page. This will build the Moonstruck fan base while ensuring a fair voting procedure.

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A heavy social media push using TweeMatic will help publicize the contest, as well as point users to Moonstruck’s Facebook. After the voting period ends, the winner’s recipe will be highlighted on Moonstruck’s website and other social media platforms. The winner will also receive a Moonstruck Grand Prize.


MOON CLUB Each new phase of the moon signals a time to become immersed in chocolate. Moonstruck Chocolate will introduce the Moon Club, a monthly members-only chocolate club. Moon Club Members receive handmade confections each month and exclusive special offers throughout the year. Gone are the days of trying to stretch a nine piece truffle set all year. Now, it’s not only about chocolate, it’s about satisfying the craving every day. CRESCENT MOON CLUB

HALF MOON CLUB

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FULL MOON CLUB

For those who crave even the slightest sliver of chocolate. Each month customers receive Moonstruck’s signature handmade chocolates. Taste the experience that began the evolution.

For those whose chocolate cravings are increasing each day. Each month customers receive a new selection of Moonstruck’s confections that are handcrafted to delight the senses.

For those chocolate lovers who want to become fully illuminated by Moonstruck - a phenomenon unlike anything experienced before. Each month customers receive a wide range of Moonstruck’s famous handmade chocolates.

6pc/4oz per month ($15 avg) – 3 month: $90 – 6 month: $175 – 12 month: $345

9pc/6oz per month ($22 avg) – 3 month: $100 – 6 month: $195 – 12 month: $385

16pc/12oz per month ($40 avg) – 3 month: $155 – 6 month: $305 – 12 month: $605

ALL MEMBERSHIP BENEFITS:

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— Receive a 10% discount on all website, store, or phone orders. — Invitations to private events, classes, and chocolate tastings with Julian Rose. — A complimentary Single Origin Chocolate Bar Sampler with the first order shipment. — A Moonstruck monthly newsletter along with event calendar.


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PR STRATEGY

Participating in local events will boost Moonstruck’s brand identity in the community and also promote new products like Tumbled Chocolate. Using the listed publications and pairings with popular local events is important in order to create awareness of the product and brand. STRATEGIC BUSINESS ALLIANCES

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Referrals and positive word-of-mouth promotion are effective and inexpensive ways to expand Moonstruck’s presence. They are achieved by building business relationships and strategic alliances with premium companies that sell to Moonstruck’s target market but provide complementary, not competing, products and services. Moonstruck must establish agreements in which those businesses refer customers to them and they refer customers in return, either through newsletters, blogs, or social media mentions. Every business that opts in to Moonstrucks alliance will receive an annual Moon Club membership in return. This type of arrangement can provide value for each company involved and will highlight Moonstruck’s credibility and reach to its target audience.

TELEVISION SPOTS KATU KPTV

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Each outlet can be targeted for a different audience and it is important to present the information differently for each audience. There are key elements about your products that resonate with particular publications. Targeting each outlet, and each intended audience, with focused tactics will allow the promotion aspect of Chocolate Evolved to shine.

The Bite of Oregon Farmers Markets

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PUBLICATIONS

Peets Coffee & Tea Pendleton Whiskey Stumptown Coffee Roasters Willamette Valley Vinyards Deschutes Brewery Full Sail Archery Summit King Estate Rogue Creamery Argyle Benton Lane Rogue Chehalem Torii Mor Food Hub Duck Pond Cellar Penner Ash Beaux Freres Domaine Drouhin Ponzi Vineyards Bridgeport Brewery Pacific Pie Company Cellar Door Coffee Northwest Palate Allan Bros Coffee Roasters Panther Creek Cellars

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Portland Monthly Mix Magazine Sunset Magazine PDX Eater Portland Food and Drink Fancy Food Bon Appetit The Best of Portland Progressive Grocer Super Market News

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BUSINESS ALLIANCES

PUBLICATIONS

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Using public relations to reach out to target audiences is an important part of promoting a new product. These publications were taken into consideration for the launch of Tumbled Chocolate because they are relevant sources for Moonstruck to promote a new product. Local television appearances by Julian will allow his charm and product knowledge to be displayed to wide-ranging audience.


MEDIA SCHEDULE

KEY:

MEDIA INITIATION

CONTINUED EFFECT/USE

WEBSITE RE-SKIN

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PRODUCT PRESENTATION

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CAFE SALES TRAINING PRODUCT VIDEOS IPAD KIOSKS QR CODES CAFES QR CODES PRODUCT TUMBLED BAR TUMBLED & STUMBLED POP UP EVENT HOLIDAY EVENT SOCIAL LAUNCH CONTEST TUMBLED SHOWCASE MOON CLUB STRATEGIC ALLIANCES/PR

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SOCIAL MEDIA

MEDIA BUDGET: $50,000 WEBSITE

Website Re-skin –

$12,350

SOCIAL MEDIA

Facebook, Twitter, Foursquare, Youtube Communication – CPC/Facebook Ads –

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Design – Production –

$0 $1,000

$1,200 $5,250

VIDEOS

Production – Youtube –

CAFES

$10,000 $0

Training – $0 iPads – $2,500 total ($499 each) Walmount Kiosks – $1,645 ($329 each)

QR CODES

Small QR codes for products – Large QR codes for Cafés –

EVENTS/GUERILLA

Tumbled Bar – Holiday/Charity Events – Pop Up Events – Event Promo –

TUMBLED AND STUMBLED

$1,000 (10,000 total) $30 (6 total)

Venue rental – Promo posters –

$4,175 $2,550 $2,200 $1,600

Tweematic Platform – Recipe Contest –

CONTESTS

MOONCLUB

$3,300 $750

$1,300 $0

Membership Card Design – $250 Promo – $500


CHOCOLATE EVOLVED. IT’S A SIMPLE CONCEPT BORN OUT OF THE DESIRE TO BE GREAT. IT’S THE NEXT WAVE OF PREMIUM FROM THE BRAND THAT DEFINES IT. MOONSTRUCK IS CHOCOLATE EVOLVED.

MARBLE MICHAEL TAYLOR, SCOTT ROUSSEAU, BRIANNA MCKENZIE, TODD CONGER THANK YOU. PAF COLABORATORY & PARTICIPATING AGENCIES. JAMIE SEXTON, ALLYSON SAVAGE WCP SOLUTIONS, BROWN PRINTING. AND EVERYONE ELSE WHO HELPED MAKE THIS POSSIBLE


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Moonstruck Chocolate - PAF Campaign  

Integrated marketing campaign developed and pitched to Moonstruck Chocolate for the Portland Advertising Federation's Colaboratory.

Moonstruck Chocolate - PAF Campaign  

Integrated marketing campaign developed and pitched to Moonstruck Chocolate for the Portland Advertising Federation's Colaboratory.

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