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ABOUT ME Hello. My name is Samantha Stransky and I am an advertising professional and copywriter. I am the biggest fan of “bizarre�- We’re talking Bjork type bizarre. I adore everything that is out of the ordinary, thoughtprovoking, eye-catching, brain-spasm generating, buzz-worthy, and simply incredibly bizarre. I am a strong believer that in order to stand out in this world of clutter, marketing must dare to be different. I strive to take my customers out of their comfort zones for a relevant, fresh look at their businesses, and, to bring them profit. Imagine. I provide my clients with the perfect combination of marketing expertise with that unique blend of... bizarre.


TABLE OF CONTENTS Ciao Bella Gelato IMC

6

Ciao Bella Gelato Creative Execution

10

John Fluevog IMC

14

John Fluevog Creative Execution

18

22

Preparation H IMC

Preparation H Creative Execution

26

Guinness Light IMC

30

Guinness Light Creative Execution

34

Peeled Snacks IMC

38

Peeled Snacks Creative Execution

42


CIAO BELLA GELATO Integrated Marketing Campaign


EXECUTIVE SUMMARY

TARGET AUDIENCE

Fondly called “America’s Gelato”, Ciao Bella began in New York’s Little

This integrated marketing effort targets two groups of individuals: Succeeders

Italy and has been tempting taste buds since1983. Crafted like no other,

and Aspirers. The psychographic group of Succeeders are extremely self-confident

Ciao Bella’s indulgent collection of gelato and sorbet creates moments

and are known for going through life seeking power and control. Succeeders

of happiness everywhere with an unparalleled, incredibly unique dessert

tend to occupy important positions in society. They respond to brands

experience. They simply rely on a chef inspired blend of pure, naturally

that will provide them with prestige and comfort because they believe they

intense ingredients and a passion for evoking pleasure and delight in

deserve the best. By targeting to Succeeders, another psychographic

every frozen bite.

group is targeted by default. These are called “Aspirers”. These people are known for being materialistic in nature as well as for their constant seek for status. People’s perception of them are by far much more important to them than their own. Aspirers tend to respond to brands that will aesthetically

SITUATION ANALYSIS

provide them with what others identify as superficial.

Since it first launched in 1987, Ciao Bella’s strong legacy and reputation of providing authentic products, mainly gelatos, has allowed it to become one of the most successful ice cream brands worldwide. With a history of award-winning advertising campaigns and a powerful and effective brand positioning for more than twenty years, Ciao Bella has been able to significantly gain brand loyalty. Aside from its product’s distinctive aesthetical appearances, Ciao Bella’s closely guarded secret recipes have forever intrigued its consumers. Available in a countless number of flavors and strengths, Ciao Bella stout contains an estimate of 25 less calories than most average gelatos. In addition, Ciao Bella products contain 65-85% pure fruit to provide an intense flavor experience that

BRAND PERSONALITY Ciao Bella Gelato’s brand personality results from the Sincerity group of the “Big five Personalities”. On one hand Ciao Bella Gelato is down-to-earth, in the sense that it is conventional. On the other hand, it is extremely honest, by having adopted a reputation for being authentic, ethical, and thoughtful. Another important element of Ciao Bella Gelato’s brand personality relies in its wholesomeness. It is original and authentic.

can only be described as True-to-the-Fruit. Also, all of Ciao Bella’s sorbets are dairy-free, which means that most of them are fat-free as well. Finally, Ciao Bella offers Kosher and even gluten free products.

POSITIONING & USAGE Unfortunately, a the lack of understanding of Ciao Bella’s brand has led to some wrong implementation of marketing tactics. However, these current weaknesses can be turned into opportunities. In addition, other potential opportunities include: target market expansions, culinary uses, public relation efforts, merchandising, cohesive advertising, and integrated marketing efforts. The sudden increase of Ciao Bella’s category competitors throughout the years has been a constant threat. Minimal yet competitive pricing by other category products is also a major threat. The growing organic market that continues to raise awareness of organic products can greatly influence consumer’s purchasing decisions.

Brand Positioning: To Succeeders and Reformers, Ciao Bella Gelato is the brand of ice creams that provides consumers with a high end sweet and sour indulgence, because Ciao Bella Gelato is not the everyday sorbet. Usage: This strategy will attempt to encourage consumers to go from their current no user habits to becoming medium to heavy users. Additionally, this penetration strategy will attempt to market to a wide range of audiences, and effectively encourage them to become heavy users.

GOAL

KEY MESSAGES

The purpose of this integrated marketing campaign is to conduct a

1. Ciao Bella is not an everyday sorbet

penetration strategy as an approach growth, while adding value to

2. Ciao Bella is a special occasion sorbet

Ciao Bella’s products by expressing that Ciao Bella is not the everyday

3. Ciao Bella is a sorbet brand that consumers have to earn

sorbet.


BENEFIT LADDER

BUDGET BREAKDOWN

Emotional benefit:

The total budget for this PR plan is $700,000

Consumers experience high levels of happiness and obtain hedonic values from the experience Functional benefit: Consumers are able to experience the highest quality gelatos

Objective A - Increase regional product sales by 20% in one year subsequent to the following integrated marketing efforts. Tactic 1 - Food & Wine Magazine print ads

Product attribute:

Food & Wine Magazine spreads: $212,500

Ciao Bella Gelato’s products are made from the highest-quality ingredients

Print ad designs: $500

Total Cost: $213,000

CREATIVE BRIEF

Tactic 2 - Series of three 10’x40’ billboards

Billboard cost: $2,500

What is the problem?

Billboard designs: $500

The problem that this integrated marketing campaign effort addresses is the

Total Cost: $300,000

fact that individuals are not aware that Ciao Bella Gelato is not the everyday gelato. Whom are we marketing to? This integrated marketing effort targets regional young male and female adult and adult Succeeders, Aspirers, and Reformers.

Tactic 3 - Personalized Ciao Bella napkins

Total Cost: $10,000

What do they currently believe? The target audience currently believes that Ciao Bella Gelato is an ordinary gelato brand. What do we want them to do?

Napkin printing cost $9,900 (annual cost)

Napkin design: $100

Tactic 4 - Smart phone game application

Game design: $0 (self)

Game programming: $0 (self)

Total Cost: $0

We want the target audience to view Ciao Bella Gelato as a higher quality

Tactic 5 - Campaign elements on Ciao Bella’s home site

and overal superior gelato brand.

Website design: $0 (self)

Where is the most compelling manner of conveying it? In order to convey this message, the different media outlets will be used. These

Website programming: $0 (self)

Total Cost: $0

include: unconventional sources of guerilla advertisement, word-of-mouth, a

Tactic 6 - Ciao Bella Facebook group/application

series of magazine ads, and web 2.0 exposure.

Group/application design: $0 (self)

Group/application maintainance: $0 (self)

How will we measure success?

Total Cost: $0

Success will be measured based on: net profit vs. budget, a growing customer

base, home website’s traffic, and case studies.

BUDGET The total budget for this Integrated Marketing Campaign is is $700,000


Pint ad (version a)

Concept: Seven spoons represent the seven days of the week. Six of the seven napkins are the same. Meaning: Ciao Bella Gelato is not an everyday sorbet, it is special. Thus, it deserves to be consumed with a special napkin.

Pint ad (version b)


Pint ad (version c)

Napkins


Billboard


Website

Smartphone game/application


JOHN FLUEVOG Integrated Marketing Campaign


EXECUTIVE SUMMARY

GOAL

John Fluevog is a Canadian shoe designer. His shoes are worldwide

The purpose of this integrated marketing campaign is to re-brand

noted for their progressive, art deco inspired styles. John Fluevog’

John Fluevog company to “very powerful shoes”.

shoes often include messages - for instance, “Resists alkali, water, acid, fatigue and Satan” - engraved into the soles. Born and raised in Vancouver, BC, Canada, John Fluevog spent much of his youth hanging out and working at his father’s drive-in ice cream parlour called the Luxury Freeze on the Kingsway. It was in this environment that John developed a strong passion for cars, which in turn, has provided inspiration for many of his shoe designs. As his company’s website declares, “When he’s drawing a shoe, he’s thinking about a car and, when he’s drawing a car, he’s thinking about a shoe”.

BRAND PERSONALITY John Fluevog’s brand personality results from the Sincerity group of the “Big five Personalities”. On one hand John Fluevog is down-to-earth, in the sense that it is conventional. On the other hand, it is extremely honest, by having adopted a reputation for being authentic, ethical, and thoughtful.

SITUATION ANALYSIS

POSITIONING & USAGE

Since it first launched in the late 80’s, John Fluevog’s strong legacy and

Brand Positioning: To female Succeeders and Explorers, John Fluevog is

reputation of providing out-of-the-box shoe products, mainly for females,

the brand of shoes that provides women self-confident and power, because

has allowed it to become one of the most successful shoe brands

John Fluevog’s shoes are very powerful.

worlwide. With a history of celebrity endorsement and guerrilla marketing campaigns and for more than twenty years, John Fluevog has been

Usage: This strategy will attempt to encourage consumers to go from

able to significantly gain brand loyalty. Aside from its product’s distinctive

their current no user habits to becoming medium to heavy users. Additionally,

aesthetical appearances, John Fluevog shoe’s comfort have forever intrigued

this penetration strategy will attempt to market to a wide range of audiences,

its consumers.

and effectively encourage them to become heavy users.

Unfortunately, a the lack of understanding of John Fluevog’s brand has led to some wrong implementation of marketing tactics. In addition, other potential opportunities include: target market expansions, culinary uses, public relation efforts, merchandising, cohesive advertising, and integrated marketing efforts. The sudden increase of John Fluevog’s category competitors throughout the years has been a constant threat. Minimal yet competitive pricing by other category products is also a major threat.

KEY MESSAGES 1. John Fluevog is a brand that understands female needs 2. John Fluevog is a brand that supports female empowerment 3. John Fluevog’s brand makes “very powerful shoes”

TARGET AUDIENCE

FUNCTIONAL & EMOTIONAL BENEFITS

This integrated marketing effort targets two groups of individuals: Succeeders

Functional Benefits:

and Explores. The psychographic group of Succeeders are extremely confident

1. Consumers feel identified with the brand

and are known for going through life seeking power and control. Succeeders

2. Brand supports female empowerment

tend to occupy important positions in society. They respond to brands that provide them with prestige and comfort because they believe they deserve

Emotional Benefits:

the best. On the other hand, the psychographic group of Explorers are young in

1. Consumers feel special

nature, if not in rality, and are known for going through life seeking discovery.

2. Consumers reach a hedonic value

Explorers respond to brand that provide them with instant gratification.


BENEFIT LADDER

BUDGET BREAKDOWN

Emotional benefit:

The total budget for this PR plan is $800,000

Consumers experience a hedonic value Functional benefit:

Objective A - Increase regional product sales by 20% in one year subsequent to the following integrated marketing efforts.

Brand supports female empowerment Product attribute: John Fluevog’s products are made specifically for females

Tactic 1 - Print ads

Print ad cost: $250,000

Print ad design: $500

Total Cost: $300,000

CREATIVE BRIEF What is the problem? The problem that this integrated marketing campaign effort addresses is the fact that individuals are not aware that John Fluego produces “some very powerful shoes”. Whom are we marketing to? This integrated marketing effort targets regional teen, young adult, and adult Succeeders and Explorers. What do they currently believe?

Tactic 2 - Calendars

Calendar printing cost: $350,000

Calendar design: $500

Total Cost: $400,000 Tactic 3 - Online pop ads Online pop ads cost: $7,500

Pop ads design: $500

Total Cost: $8,000 Tactic 4 - Smart phone game application

Game application cost: $0 (self)

brand that produces authentic shoes for women.

Game application design: $0 (self)

What do we want them to do? We want the target audience to understand that John Fluego produces

Tactic 5 - Website

“some very powerful shoes”.

The target audience currently believes that John Fluego is an out-of-the box

Total Cost: $0

Website design: $0 (self)

Website programming; $0 (self Where is the most compelling manner of conveying it? In order to convey this message, the different media outlets will be used. These include: unconventional sources of guerilla advertisement, word-of-mouth, a series of magazine ads, and web 2.0 exposure. How will we measure success? Success will be measured based on: net profit vs. budget, a growing customer base, home website’s traffic, and case studies.

BUDGET The total budget for this Integrated Marketing Campaign is is $800,000

Total Cost: $0 Tactic 6 - Facebook group/application

Group/application design: $0 (self)

Group/application: maintainance: $0 (self)

Total Cost: $0


Print ad (version a)


Print ad (version b)


HE SAID

MY WAY OR THE HIGHWAY.

HE DIDN’T LIKE MY SHOES.

SO I ASKED HIM TO

GET OFF

MY BIKE-

WITH MY HAND ON THE THROTTLE.

ONE

LOOK AT MY

HEELS,

AND HE WAS DOING THE DISHES.

SUN

MON

TUE

WED

THU

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SAT

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FEBRUARY

SUN

MON

TUE

WED

THU

FRI

SAT

1

2

3

4

5

6

7

WHO’S

WEARING THE PANTS IN THIS RELATIONSHIP? HE SAID.

WHO CARES?

I SAID.

8

9

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12

13

14

I’M

WEARING THE SHOES.

15 22

16 23

17 24

18 25 JANUARY

Calendar

19 26

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21 28

SUN

MON

TUE

WED

THU

FRI

SAT

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MARCH


Smartphone Application/Screensaver

Celebrity endorsement at Perez Hilton


PREPARATION H

Integrated Marketing Campaign


GOAL Hemorrhoids a very common medical problem. They are small veins EXECUTIVE are SUMMARY

The purpose of this integrated marketing effort is to open communication

around the rectum and anus that have become varicose - dilated

on the topic of hemorrhoid while changing consumer’s perception of

and swollen. Hemorrhoids may become inflamed, develop small

Preparation H.

blood clots or even cause minor bleeding. Preparation H, in ointment, cream, gel and suppository forms, is developed especially for the treatment of hemorrhoidal symptoms. When used as directed, it often helps shrink hemorrhoidal swelling and gives fast, temporary relief from the painful burning, itching and irritation of inflamed hemorrhoidal tissue.

BRAND PERSONALITY Preparation H’s brand personality results from the Sincerity group of the “Big five Personalities”. On one hand Preparation H is down-to-earth, in the sense that it is conventional. On the other hand, it is extremely honest, by having adopted a reputation for being authentic, ethical, and thoughtful.

SITUATION ANALYSIS Since first launched, Preparation H’s strong legacy and reputation of providing a line of products that contribute to the prevention and/or alleviation of hemorrhoidal pain, has allowed it to become the favored hemorrhoidrelief brand. With countless of products including ointments, creams, suppositories, cooling gels, and medicated portable wipes, Preparation H has been able to gain brand loyalty. The brand is known for alleviating anal

POSITIONING & USAGE Brand Positioning: To men and women who suffer from hemorrhoids, Preparation H is the brand of hemorrhoidal aid that that understands the internal and external discomforts of hemrrhoids, because only Preparation H provides men and women with the long-lasting hemorrhoidal pain relief.

itch and pain, preventing rectal burning and pain, preventing Anorectal discomfort, and finally, for decreases swelling of hemorrhoidal tissue. Unfortunately, the implementation of marketing tactics have not been successful. Not only have they been extremely unappealing, but also,

Usage: This strategy will attempt to encourage consumers to go from their current no user habits to becoming medium to heavy users. Additionally, this penetration strategy will attempt to market to a wide range of audiences,

they have yet to be successful on creating an inviting image for the brabd. In addition, other potential opportunities include: target market expansions, humor, public relation efforts, merchandising, cohesive advertising,

KEY MESSAGES

and integrated marketing efforts.

1. Preparation H is a brand that understands the feeling of pain 2. Preparation H is a brand that understands consumer’s concerns 3. Preparation H is a brand that understands that the topic of hemorrhoids remain a taboo subject matter.

TARGET AUDIENCE This integrated marketing effort will continue to target the current consumers of Preparation H. These include a wide spectrum of male and female individuals who use the product as means of alleviating the discomfort of hemorrhoids. The most common consumers of Preparation H are individuals, ages 50 to 85 who do not fully maintain healthy lifestyles. More often than not, they eat large quantities of fat, red meats, complex carbohydrates, salt, and cheeses that are high in fat. Additionally, they do not tend to be active individuals. In fact, most individuals who suffer from hemorrhoids tend to be couch potatoes. Nonetheless, consumers of Preparation H also include individuals of most ages who lead healthy lives and happen to experience hemorrhoids.

FUNCTIONAL & EMOTIONAL BENEFITS Functional Benefits: 1. Consumers become connected with the brand 2. Consumers learn to trust the brand the brand Emotional Benefits: 1. Consumers feel emotional relief 2. Consumers reach a hedonic value


BENEFIT LADDER

BUDGET BREAKDOWN

Emotional benefit:

The total budget for this PR plan is $600,000

Consumers experience a hedonic value Objective A Functional benefit:

Increase awareness of the existence Preparation H through

social realms by 20% in six months.

Brand supports female empowerment Product attribute:

Tactic 1 - Print ad

John Fluevog’s products are made specifically for females

Print ad cost: $50,100

Print ad design: $100

Total Cost: $50,00

CREATIVE BRIEF What is the problem? The problem that this integrated marketing campaign effort addresses is the fact that individuals are not aware that John Fluego produces “some very powerful shoes”. Whom are we marketing to? This integrated marketing effort targets regional teen, young adult, and adult Succeeders and Explorers.

Tactic 2 - Elevator ads

Elevator ad cost: $100,000

Elevator design: $100 Total Cost: $100,100 Tactic 3 - Online pop ads Online pop ads cost: $7,500

Pop ads design: $500

Total Cost: $8,000

What do they currently believe?

Tactic 4 - Smart phone game application

The target audience currently believes that John Fluego is an out-of-the box

Game application cost: $0 (self)

brand that produces authentic shoes for women.

Game application design: $0 (self)

Total Cost: $0 What do we want them to do? We want the target audience to understand that John Fluego produces “some very powerful shoes”. Where is the most compelling manner of conveying it? In order to convey this message, the different media outlets will be used. These

Tactic 5 - Bathroom ad Bathroom ad: $300

Bathroom ad design: $0 (same as print ad)

Total Cost: $300

series of magazine ads, and web 2.0 exposure.

Tactic 6 - Facebook group/application

Group/application design: $0 (self)

How will we measure success?

Group/application: maintainance: $0 (self)

include: unconventional sources of guerilla advertisement, word-of-mouth, a

Success will be measured based on: net profit vs. budget, a growing customer base, home website’s traffic, and case studies.

BUDGET The total budget for this Integrated Marketing Campaign is is $600,000

Total Cost: $0


Smartphone Application/game

I STILL LONG FOR THE DAYS

Pint ad (version a)

WHEN SHE WAS MY BIGGEST PAIN IN THE ASS. PREPARATION HEMORRHOIDAL

OINTMENT

H

Concept: An approach to tie previous print ads with the use of a different approach but maintaining the illustrated factor (BTL effort). Guerrilla Marketing Meaning: Some things should always work just fine.


Guerrilla Marketing/Elevator


Billboard


Guerrilla Marketing

Guerrilla Marketing


GUINNESS LIGHT

Integrated Marketing Campaign


EXECUTIVE SUMMARY

GOAL

Guinness is a popular Irish dry stout that originated in the brewery of Arthur

The purpose of this integrated marketing campaign is to re-brand

Guinness in 1725, at St. James’s Gate, Dublin. Guinness is based on the

John Fluevog company to “very powerful shoes”.

porter style that originated in London in the early 18th century, and is one of the most successful beer brands worldwide. With its distinctive burnt flavor derived from the use of roasted barley, along with its thick creamy head, Guinness became known as one of the top most masculine beers worldwide. Throughout the years, however, with the introduction of feminist movements, a demand for beer within females began increasing gradually.

BRAND PERSONALITY John Fluevog’s brand personality results from the Sincerity group of the “Big five Personalities”. On one hand John Fluevog is down-to-earth, in the sense that it is conventional. On the other hand, it is extremely honest, by having adopted a reputation for being authentic, ethical, and thoughtful.

SITUATION ANALYSIS Since it first launched in 1759, Guinness’s strong legacy and reputation of providing

POSITIONING & USAGE

authentic products, mainly porter, has allowed it to become one of the most

Brand Positioning: The purpose of this integrated marketing effort is

successful beer brands worldwide. With a history of award-winning advertising

to make use of a penetration strategy to present Guinness as the

campaigns and a powerful and effective brand positioning for more than 250

brand of beer that understands women’s needs and provide them

years, Guinness has been able to significantly gain brand oyalty. Owned by Diageo,

with a unique drinking experience.

formed from the merger of Guinness and Grand Metropolitan, its acquisition expertise has established outstanding distributor relationships. Aside from its

Usage: This strategy will attempt to encourage consumers to go from

distinctive burnt flavor derived from the use of roasted barley, Guinness’ closely

their current no user habits to becoming medium to heavy users. Additionally,

guarded secret recipe has forever intrigued its consumers. In addition, its reputation

this penetration strategy will attempt to market to a wide range of audiences,

of having established a perfect pint serving, composed of a two parts process,

and effectively encourage them to become heavy users.

along with its sinking bubble cascade effect, have stimulated a new movement. Also, significant research made evident tha antioxidant compounds in Guinness, similar to those found in certain fruits and vegetables, are responsible for significant health benefits. These slow down the deposit of harmful cholesterol on the artery walls.

KEY MESSAGES 1. Guinness brand understand female needs 2. Guinness Light is a product made specifically for women 3. Guinness Light is consumed by self-confident women

TARGET AUDIENCE This integrated marketing effort targets two groups of individuals: Succeeders

FUNCTIONAL & EMOTIONAL BENEFITS

and Explores. The psychographic group of Succeeders are extremely confident

Functional Benefits:

and are known for going through life seeking power and control. Succeeders

1. Consumers feel identified with the brand

tend to occupy important positions in society. They respond to brands

2. Brand supports female empowerment

that provide them with prestige and comfort because they believe they deserve the best. On the other hand, the psychographic group of Explorers are young in

Emotional Benefits:

nature, if not in rality, and are known for going through life seeking discovery.

1. Consumers feel special

Explorers respond to brand that provide them with instant gratification.

2. Consumers reach a hedonic value


BENEFIT LADDER

BUDGET BREAKDOWN

Emotional benefit:

The total budget for this PR plan is $700,000

Feels comfortable and good about herself because she is enjoying an alcoholic beer brand that satisfies her cravings while not compromising her health. Functional benefit: Complements your health-conscious lifestyle.

Objective A - Increase regional product sales by 20% in one year subsequent to the following integrated marketing efforts. Tactic 1 - Print ad Ad cost: $212,500

Product attribute:

Guinness is a high source of fiber, vitamin B, and other essential antioxidants.

Total Cost: $213,000

CREATIVE BRIEF What is the problem? Although Guinness has been extremely successful in appealing to its male

Print ad designs: $500

Tactic 2 - 10’x40’ billboards

Billboard cost: $2,500

Billboard designs: $500

audience, the brand has been unsuccessful in targeting females

Total Cost: $300,000

Whom are we marketing to?

Tactic 3 - Personalized Guinness Light napkins

This strategy will specifically target Miami, Los Angeles, and New York females,

from the extremely girly to the extremely masculine, that seek confidence and

Napkin design: $100

independence

Total Cost: $10,000

What do they currently believe?

Napkin printing cost $9,900 (annual cost)

Tactic 4 - Smart phone game application

The target audience currently believes that Guinness and in general all beer

Game design: $0 (self)

beverages are masculine drinks.

Game programming: $0 (self)

Total Cost: $0 What do we want them to do? We want all females to feel confident and proud to not only be able to drink beer publicly without any fear, but also, to be able to put an end to an insignificant and false stereotype. Where is the most compelling manner of conveying it? In order to convey this message, the different media outlets will be used. These include: unconventional sources of guerilla advertisement, word-of-mouth, a

Tactic 5 - Campaign elements on Guinness Light’s home site Website design: $0 (self)

Website programming: $0 (self)

Total Cost: $0 Tactic 6 - Ciao Bella Facebook group/application

series of magazine ads, and web 2.0 exposure.

Group/application design: $0 (self)

How will we measure success?

Total Cost: $0

Success will be measured based on: net profit vs. budget, a growing customer

BUDGET The total budget for this Integrated Marketing Campaign is is $700,000

Group/application maintainance: $0 (self)


Napkins- Visualization

Napkins- front and back

Coaster


Billboard


kk

Print ad

Smartphone game/application


Guerrilla Marketing

Facebook game/group


E


F

PEELED SNACKS Integrated Marketing Campaign


EXECUTIVE SUMMARY

GOAL

When Noha Waibsnaider noticed something missing from the world of

The purpose of this integrated marketing effort is to promote Peeled Snacks, a

snack foods, she to come up with a snack alternative that did not revolve

new and unique product for pregnant and post-prenant women, with the

around processed potato chips, corn syrup-filled candy or energy bars

ultimate goal of establishing significant base of loyal consumers.

made with mysterious ingredients. In New York City in 2004, a combination of three tasty varieties of fruit and nut mixes that became Peeled Snacks. This new line of fruit and nut snacks are not only delicious, but they are organic and extremely nutritious. Peeled Snacks does not only

BRAND PERSONALITY

satisfy cravings, it also gives consumers the energy they need. Peeled Snacks

John Fluevog’s brand personality results from the Sincerity group of the “Big

contains no added sugar, oils, or artificial flavors. All ingredients are either 100%

five Personalities”. On one hand John Fluevog is down-to-earth, in the sense

natural or organic. They contain important minerals, fiber, and vitamins

that it is conventional. On the other hand, it is extremely honest, by having

that help newmothers recover and nourished.

adopted a reputation for being authentic, ethical, and thoughtful.

SITUATION ANALYSIS

POSITIONING & USAGE Brand Positioning: To expecting mothers, Peeled Snacks is the brand

Studies have reflected that new mothers spend the majority of their

of snacks that understands the physical and emotional needs of new

time worrying about the well being of their newborns. However, more

mothers, because only Peeled Snacks provides mothers with the long-

often than not, they do not have a thorough understanding of how to

lasting energy they require to best take care of their newborns.

take care of themselves In terms of nutrition, they must learn that they need to maintain a healthy diet in order to heal and completely recover

Usage: This strategy will attempt to encourage consumers to go from

from pregnancy. In order to become active and properly take care of their

their current no user habits to becoming medium to heavy users. Additionally,

children, they must consume exactly what they should. What tends up

this penetration strategy will attempt to market to a wide range of audiences,

happening is that they eat different snacks without knowing if they are

and effectively encourage them to become heavy users.

truly fulfilling their dietary requirements as new mothers. Not being aware of what they should consume usually leads to loss of energy, dizziness, and problems with weight recovery. New mothers require a product that is healthy, nutritious, tasty, and that provides them with long-lasting energy. As

KEY MESSAGES

a result, the purpose of this integrated marketing effort is to introduce and

1. Peeled Snacks is a brand that understands the needs of mothers

promote Peeled Snacks, a new and unique product for pregnant and

2. Peeled Snacks’ products are made specifically for expecting mothers

post-pregnant women.

3. Peeled Snacks is a brand that understands that expecting mothers require long-lasting energy

TARGET AUDIENCE

FUNCTIONAL & EMOTIONAL BENEFITS

The potentual target audience for Peeled Snacks are new mothers that belong

Functional Benefits:

to the psychographic group of Reformers. This group of individuals value

1. Consumers feel identified with the brand

their own independent judgment. They are the most anti-materialistic of

2. Products provide consumers with long-lasting energy

all groups, and are often perceived as intellectual. Reformers are socially aware and pride themselves on tolerance. They seek out the authentic and

Emotional Benefits:

the harmonious, and are often at the leading edge of society. Their core

1. Consumers feel special

need in life is for enlightenment.

2. Consumers reach a hedonic value


BENEFIT LADDER

BUDGET BREAKDOWN

Emotional benefit:

The total budget for this IMC plan is $900,000

Consumers experience a hedonic value Functional benefit:

Objective A - Increase regional product sales by 20% in one year subsequent to the following integrated marketing efforts.

Products provide consumers with long-lasting energy Product attribute: Products made specifically for expecting mothers

Tactic 1 - Print ads

Print ad cost: $100,000

Print ad design: $500

Total Cost: $100,500

CREATIVE BRIEF What is the problem? The problem that this integrated marketing campaign effort addresses is the fact that new mothers are not aware that Peeled Snack’s products are a highenergy source. Whom are we marketing to? This integrated marketing effort targets expecting mothers that belong to the psychographic group of Reformers.

Tactic 2 - Scale ad

Scale ad: $3,000 (annually)

Scale ad design: $0 (same as ad)

Total Cost: $3,000 Tactic 3 - Doctor’s calendar Calendars printing cost: $1,000

Calendar cover design: $0 (same as ad)

Total Cost: $1,000

What do they currently believe?

Tactic 4 - Time Out New York (front & back cover)

The target audience currently believes Peeled Snacks is an ordinary fruit and

Time Out New York costt: $600,000

nut mix.

Front and back cover design: $0 (self)

Total Cost: $600,000 What do we want them to do? We want the target audience to understand that Peeled Snacks is a brand that understands the physical and emotional needs of new mothers, because only Peeled Snacks provides mothers with the long-lasting energy they require to best take care of their newborns.

Tactic 5 - Guerrilla Marketing (grocery store floor) Guerrilla marketing: $2,000 Artwork; $0 (self) Total Cost: $2,000

Where is the most compelling manner of conveying it?

Tactic 6 - Guerrilla Marketing (grocery store baskets)

In order to convey this message, the different media outlets will be used. These

Guerrilla marketing: $3,000

include: unconventional sources of guerilla advertisement, word-of-mouth, a

Artwork; $0 (self)

series of magazine ads, and web 2.0 exposure.

Total Cost: $3,000

BUDGET The total budget for this Integrated Marketing Campaign is is $900,000


For all new mommies Peeled Snacks gives you the yummies Juicy fruits and roasted nuts, that keep your bellies toasty hot. It’s crunchy, bitter, nice and sweet, so much more than just a treat. It’s minerals and vitamins are the tools, that will give your bellies all the fuels.

Pint ad


Guerrilla Marketing - Doctor office’s Notebook

Guerrilla Marketing - Doctor office’s Weight


Magazine- front & back covers

Outdoors advertising- Gas stations


Guerrilla Marketing - Grocery Stores

Guerrilla Marketing - Grocery stores


stransky agency  

advertising portfolio

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