WWW.DENNYSICEDTEA.COM
#WORKINGOUTISPEACHY
Company Background Denny Schultz Iced Tea is a thermogenic fat burning tea available in boxes of individual powder packets. The tea was created by Dennis Schultz, a former US Army Ranger and sports enthusiast. This product aids in blocking fat storage, helps fight hunger and stress related eating, and increases energy levels. The tea is currently offered in a peach mango flavor.
Mission Statement Transform your metabolism, boost your energy, and supplement your workout with Denny Schultz Iced Tea. Working out never felt (or tasted) so peachy!
Target Market Approx. 25-35 year old male and female athletes or those with regular fitness routines. These individuals are college educated, middle class professionals needing a boost in their workout regimen. Many were probably played sports when they were in college or high school, and with busy career schedules, gym dates have probably become more sparse. Someone like the following fictional buyer: Kendra is a 30 year old account manager at a biotech company in San Diego. Kendra was a track runner in college and received her bachelors in communications. As she divides time between her job and young family, including a small son, life has become a bit more frazzled and daily runs have been reduced to 3-4 a week. She’s looking for a healthy supplement within her shorter workouts.
WWW.DENNYSICEDTEA.COM
#WORKINGOUTISPEACHY
Social Media Channels Facebook, Twitter, Instagram, Pinterest, and Google+ will be used as our main social media channels.
Social Media Campaign Our campaign will consist of a 30 day workout using Denny Schultz Iced Tea: The Denny Schultz Iced Tea Challenge. We’ll send out boxes of tea to 5 customers and ask them to track their progress each week (meaning 4 different reports within the month), as well as workouts they’ve included within their work and life schedules, and we’ll post their journeys each week. They and our social media followers can use #workingoutispeachy throughout the challenge. For the campaign, we’ll also hire professional fitness coaches to create accessible workouts and “dexcercises” that our audience can use along with our Iced Tea. These posts wil include videos of workouts from our pros as well as diagrams. Posts will also include advice on diet and recipes, and inspirational quotes and images. We’ll also include a call to action in our posts relating to the tea itself (i.e., where to buy, “buy now!”, a discount on the tea using a code, etc...) We will use HootSuite to schedule posts across channels and use the same posts for Facebook, Twitter, and Google+, tailoring posts to each platform. We will post 3-4 times a day, 7 days a week. Additionally, we will use similar posts on Instagram, but these will be more visual. We will post 3 times a day on Instagram. Pinterest will feature repices, workout diagrams, places to visit for a great workout, and health advice.
WWW.DENNYSICEDTEA.COM
#WORKINGOUTISPEACHY
Facebook We’ll post 3-4 different times a day on Facebook and Twitter. Our posts are as follows: 1. A video or exercise diagram from one of our professional fitness coaches (featuring tea where relevant of course). 2. Recipe advice 3. An influencer post (an article related to fitness, health news, etc..) 4. A progress post from one of our participants (end of week typicall), or an inspirational/uplifting photo, video, quote, etc...
WWW.DENNYSICEDTEA.COM
#WORKINGOUTISPEACHY
WWW.DENNYSICEDTEA.COM
#WORKINGOUTISPEACHY
Instagram Instagram posts will be similar to Twitter & Facebook, with updates from participants of the challenge, recipes, workout videos, inspirational messages, etc. We will strive to make the imagery on Instagram colorful and lively.
WWW.DENNYSICEDTEA.COM
#WORKINGOUTISPEACHY
Pinterest Pinterest will include boards featuring inspiration for fitness, recipes, travel, and more.