ABOUT US: THE BEES BEHIND THE HONEY Welcome to The Hive, a full-service interactive agency always buzzing with bright ideas and friendly faces. Each member of our team works their bee-hinds off to help each brand we touch produce the best honey. If something tastes a little off, just let us know! We promise we won’t sting. After all, we are sweet as honey.
BROOKE Account Executive
BRYANN Research
KATE Copywriter
brooke.vaske@drake.edu
bryann.sullivan@drake.edu
katie.kurka@drake.edu
SYDNEY Media Planner
KELSEA Art Director
sydney.watson@drake.edu
kelsea.graham@drake.edu
CONTENTS Introduction
04
Research + Insights
05
SWOT Analysis
06
Competitive Analysis
07
Campaign Strategy
08
Consumer Profiles
09
Blue Apron Partnership
10
Tactics
12
Media Plan
18
Budget
19
Nice-To-Have
20
Summary
22
Resources
23
A LETTER FROM THE ACCOUNT EXECUTIVE I want to thank you for your interest in working with The Hive. As our introduction states, we have worked hard to create a campaign that will captivate millennials in the United States to choose pork as their leading protein. Our campaign has been designed to introduce millennials to pork products and educate them on how to cook it. I trust my team and I have placed your ad dollars in all the right places and have designed compelling visuals that will connect with your target audience. We have enjoyed learning more about your industry and are excited to continue learning as we strengthen our relationship with the National Pork Board. Best,
Brooke H. Vaske 2 THE HIVE
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EXECUTIVE SUMMARY
RESEARCH OVERVIEW
The National Pork Board works to promote and educate the consumption of pork throughout the United States. You believe millennials are an untapped market for pork. The Hive has been tasked with creating a campaign to reach out to this market on a national scale.
By collecting primary and secondary data, The Hive created a plan to justify the most efficient and effective use of your advertising dollars. Primary research consisted of an online survey of 141 consumers ages 23-35 from across the United States. The Hive conducted qualitative interviews of current and past Blue Apron users as well as in-depth interviews with millennials about their eating habits.
The #BeyondBacon campaign is designed to encourage millennials to think about the versatility of healthy, nutritious cuts of pork and educate them on how to cook it.
Secondary research was gathered through the analysis of current publications that reviewed market trends, consumer habits and generational characteristics of your target audience.
Through a primary survey and secondary research, we found millenials have a lack of education in pork, including misinformed stereotypes about the production, nutrition and how to properly cook it. Additionally, we found consumers favor convenience over nutrition and price while planning meals. Therefore, they are turning to meal kits, online grocery shopping and carryout to fit their busy lifestyles. Our tactics will ensure your target market that pork is a trusted, easy to cook, nutritious and versatile protein. To achieve this goal, we will partner with Blue Apron. This leading United States meal delivery service serves 8 million pre-portioned meals per month1 and provides many pork meals. To capitalize on your insight of a millennial market, we will place a coupon, a magnet with cooking instructions and a meat thermometer in Blue Apron meals to entice millennials to purchase pork outside of Blue Apron’s services. The #BeyondBacon sweepstakes will entice non-Blue Apron users to engage with both brands as well.
MEAL MOST OFTEN PREPARED: DINNER DINNER OTHER BREAKFAST LUNCH
BIGGEST MEAL PREP CONCERN: EFFICIENCY EFFICIENCY MESSINESS WASTED LEFTOVERS OTHER
Other executions promote the use of pork as your target audience’s leading protein through digital, print and out-of-home advertising. The campaign uses paid and organic social media, in-store partnerships and signage, geofilters, digital ads, a sponsored Spotify playlist and a food truck. These tactics will raise awareness of the versatility of pork and engage the audience; however, these tactics will not seem intrusive to the consumer. This campaign provides the ingredients to cook up a strong following of porkloving millennials. We look forward to working with the National Pork Board as we move forward with the #BeyondBacon campaign.
OUT OF 141 RESPONDENTS,
VALUED NUTRITION OVER PRICE
VALUED CONVENIENCE OVER PRICE. 4 THE HIVE
SWOT ANALYSIS
STRENGTHS
The strengths of the National Pork Board are preestablished millennial advertising strategies, a high budget allocated and a significant percentage of upper level leadership invested in new millennial outreach. There is clear communications throughout the National Pork Board about new opportunities and new channels for pork in advertising. The Pork Be Inspired accounts have a strong social media presence. Pork is also the more nutritious option out of its main competitors.
WEAKNESSES
Pork is seen as a difficult to prepare and not very versatile protein. There are many misconceptions of pork such as it is dirty and unsafe to use.
COMPETITORS AND THEIR PRODUCTS
OPPORTUNITIES
The biggest opportunity for the National Pork Board lies in education. The public has a skewed persona of pork—they think it is unhealthy. On the contrary, pork has healthier cuts than other protein. Many millennials also do not know how to properly cook pork. This provides an opportunity for the National Pork Board to educate consumers.
NATIONAL CHICKEN COUNCIL
THE BEEF CHECKOFF
VEGETARIAN ALTERNATIVES
Advocate and voice for broiler chicken industry. Includes chicken producer/ processors, poultry distributors and allied industry firms.
Increases beef demand through promotion, research and new product development and a variety of other marketing tools.
Examples: soy protein isolates, mixed tofu and wheat gluten. Offers nonmeat products and seafood.
PAST STRATEGIES PR on sustainability of chicken, economic output. Education on different kinds of chicken and debunking myths.
THREATS
The prices of competitors— chicken and beef—are dropping, making them more desirable to consumers. Beef and chicken have also positioned themselves as more versatile protein options.
Cobrand with Ibotta to educate consumers on beef while also giving a discount on purchases. Education on different cuts of beef and their uses and recipes and other info for consumers.
Offer vegetarian alternatives, including “chicken” nuggets, lentil-based meals and tofu. PR on sustainability of vegetarian diet and emphasis of eco-friendly practices.
MEDIA USED •
Press release
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App
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Broadcast
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Twitter only
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Website with recipes
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Press Releases
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Social Media
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Social Media
STRENGTHS •
Consumers like it
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Popular
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Highly sustainable
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24% intended growth
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People know how to use it
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Easy to prepare
WEAKNESSES 6 THE HIVE
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Midwesterners don’t eat as much
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Perceived as unsustainable
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Not many options
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Supply struggling to keep up with demand
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Perceived as high in saturated fat
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Perceived as expensive
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Preservatives
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CAMPAIGN STRATEGY
Advertising will educate millennials (23-35 year-olds) in the United States about the versatility and health benefits of pork and how to properly cook it. This is supported by nutrition facts and information regarding different cuts of pork. The campaign’s tone and character will be lighthearted.
TARGET MARKET
We will target millennials ages 23-35 living in the Northeast, Southeast, Southwest and West. We will not focus our campaign in the Midwest, as there is already heavy consumption in that area2. The campaign will raise awareness about pork in areas less familiar with the benefits, nutrition and preparation.
OBJECTIVE 1 To educate the target audience about the benefits of eating pork resonating in 15% of the sample size in each region, who are defined as millennials ages 2335 using Blue Apron, in a 12 month period as measured by traffic from a unique URL on the magnet. SEGMENT 1: 23–28
OBJECTIVE 2 To convert non-users of pork in our target audience, millennials ages 23-35, to users of the product by 10% in sales in a 12 month period as measured by coupon redemption.
Betsy | Raleigh, North Carolina Betsy (25) is a recent college graduate. She spends most of her day working in HR at a small family owned company. In her free time she lives a very active lifestyle. She enjoys running and biking. She spends a lot of time on social media and looks to Pinterest for most of her recipes. Betsy views health and convenience as her top priority when grocery shopping and preparing meals.
OBJECTIVE 3 To engage our target audience of millennials ages 23-35, on Facebook, Instagram and Twitter by 15% as measured by usage of the hashtag #BeyondBacon. OBJECTIVE 4 To raise awareness and make the National Pork Board’s online presence ubiquitous, as measured by reach and usage of the hashtag #BeyondBacon.
SEGMENT 2: 29–35 Jim and Chloe | Austin, Texas Jim (34) works in insurance. Chloe (30) works part time at her two children’s school doing office work. Chloe is very active in her children’s lives and spends a lot of her time taking them to and from activities and appointments. Chloe and Jim have difficulty finding time to allocate to meal planning so they seek an outside service. They value time together as a family (during meals), but still place a high priority on the efficiency and nutrition of their meals.
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BLUE APRON
A partnership with Blue Apron will give the National Pork Board a unique insight into your target market. Meal planning services are growing in popularity, and many people look to companies like Blue Apron to provide healthy and convenient meals. “Launched four years ago, Blue Apron began selling just 20 meal kits (recipes and ingredients); today it is a $2 billion ‘unicorn’ (a private startup valued at $1 billion or more) with 4,000 employees, selling 8 million meal kits a month.”1 Partnering with Blue Apron will help to educate the target market on the benefits and versatility of pork as compared to other protein.
SEGMENT 1 MILLENNIALS use
Blue Apron to learn how to cook; they are more likely to explore new types of protein in their meals. Here are some opinions on Blue Apron from the target market’s point of view:
The Blue Apron partnership will consist of three parts; promotion of pork sent directly to consumers, content created on the Blue Apron blog and a social media sweepstakes. Before the campaign, a survey will be sent to a random sampling of Blue Apron users. This will measure their preexisting knowledge of pork, including their understanding of pork’s nutritional value as compared to other protein. After the campaign, the same survey will be sent out to measure the success of the campaign.
MEAL KITS ARE CURRENTLY DRIVEN BY OLDER MILLENNIALS (SEGMENT 2).
“I tried things I normally wouldn't eat or order at a restaurant. I saved all the old recipes so I'll be able to revisit them again and incorporate them now into my own cooking.” –Maura, 24
33%
OF PEOPLE WHO SAID THEY MIGHT SUBSCRIBE IN THE FUTURE ARE THE YOUNGER MILLENNIALS (SEGMENT 1).
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“For a single person cooking for one it provided about six meals a week (sometimes more)! They had short preparation time too. Everything was very convenient and I loved the food.” –Adam, 23
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PROMOTIONAL MATERIALS A magnet, meat thermometer and coupon are included in random samples of Blue Apron shipments. The magnet teaches consumers how to safely cook pork at different temperatures. A branded meat thermometer will also be packaged in the Blue Apron subscription box to aid in this effort. Consumers will then apply the knowledge they have gained from the campaign in the kitchen. Consumers will use the coupon at their local grocery store, providing an incentive for consumers to continue purchasing pork even when it is not included in their Blue Apron service.
ORIGINAL CONTENT The Blue Apron Blog will feature recipes, educational information and promotions featuring Pork Be Inspired. This another way to reach Blue Apron users, and inspire them to use pork. SWEEPSTAKES In partnership with Blue Apron, you will hold a sweepstakes. Consumers will be entered into winning a free month of Blue Apron by posting photos of their pork meal using the hashtag #BeyondBacon. This will encourage consumers to be creative in using pork in their diet while also using social media to engage with the brand. As a result, the National Pork Board will reach more target market consumers through social media. BRANDED THERMOMETER
COUPON
MAGNET
COOKING #BEYONDBACON: PORK CHOPs
Your next purchase of pork tenderloin, top loin roast, boneless top loin chop, center loin chop, or sirloin roast.
Grilling times are based on 3/4–1 inch thick pork chop, turning once halfway through, and letting rest for three minutes after cooking.
Chops, steaks and roasts are best enjoyed at an internal cooking temperature of 145°F with a three minute rest.
©2017 National Pork Board, Des Moines, IA, USA. This message is funded by America’s Pork Producers and the Pork Checkoff.
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IRONMAN POSTER
BANNER YOUTUBE AD A banner YouTube advertisement will raise awareness for the National Pork Board without being intrusive to the target demographic. Our research shows your target demographic spends a large amount of time on YouTube. “In 2015, 18-49 year-olds spent 4% less time watching TV while time on YouTube went up 74%.”3
Pork tenderloin, top loin roast, boneless top loin chop, center loin chop, rib chop, and sirloin roast. Power up with pork and go beyond bacon.
IN-STORE SIGNAGE Providing signage in the meat section of grocery stores will inform more consumers about the benefits of pork as they shop. This will catch the target demographic at the point of purchase. Utilizing cooperative advertising, we will include space for the grocer to include their logo on the sign, creating a positive relationship between the grocer and the National Pork Board.
Since your target demographic gets their information from YouTube, we will effectively reach them on this platform.
SPONSORED PLAYLIST By sponsoring a playlist on the music streaming service Spotify, we will reach a large part of the target audience. Spotify states nearly one in two internet users are streamers, and defines their users as young, affluent and tech savvy.4 Although there will not be any educational information on the playlist, consumers will still be exposed to the National Pork Board’s message. Consumers will gain awareness of the Pork Be Inspired brand without it being interruptive to their daily lives. Spotify reports 42% of their followers stream music while cooking.4 Sponsoring a “Today’s Hits” playlist, the most listened to playlist on Spotify (with 14,400,226 followers) will maximize the National Pork Board’s reach.
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24 X 40 INCH POSTER
PODCAST SPONSORSHIP Sponsoring a podcast is an affordable and effective way to get your message out to target consumers. Sponsoring health, fitness and lifestyle podcasts can expand your audience. Podcast listening has grown 23% from 2015 to 2016, with average users listening to 5 podcasts per week.5 Sponsored podcast messages are given at the beginning and the middle of the podcast. Listeners commonly play podcasts while they are driving or doing other activities that do not compete much for attention. Unlike radio, the listener will not change the channel or skip the podcast to avoid the placement of these messages.
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SOCIAL MEDIA
SNAPCHAT GEOFILTER Snapchat geofilters are another way the National Pork Board will increase brand awareness without being intrusive to consumers. “Seen, applied and sent by choice, Sponsored geofilters deliver a 3.5x higher lift, on average, than mobile norms for both Brand Awareness and Purchase Intent.”6 By using geofilters at heavily populated areas, like state fairs and tail gates, it puts pork top of mind for the consumer.
PINTEREST Rather than creating a new account, The Hive will utilize the National Pork Board’s existing Pinterest account. We will consolidate already existing Pinterest boards to make recipes and cooking methods more user-friendly. Utilizing sponsored posts on this platform will also increase reach.
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FACEBOOK As part of our #BeyondBacon social media campaign, we will utilize both boosted posts and the Facebook Live feature. The boosted posts will feature sweepstakes, event promotion and educational information. We recommend using Facebook Live during the summer and fall months to teach consumers how to properly prepare pork. The audience will engage with the live post by answering questions about pork. For example, at what temperature is pork fully cooked? Consumers will then react to the post by using the corresponding emoji answer (i.e. “like” for 160 degrees). This tactic will increase both reach and social media engagement.
INSTAGRAM AND TWITTER Instagram and Twitter will both be used as platforms to showcase the benefits of pork. Consumers will engage in the product by interacting with the #BeyondBacon hashtag. The posts will include factual information regarding pork. These facts may range from recipes to the health benefits of pork. The tone will be informative, yet lighthearted.
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MEDIA PLAN
BUDGET
Our media plan consists of a 12 month pulsing schedule in the regions of Philadelphia, New York, El Paso, Phoenix, Charlotte and Jacksonville. In winter and spring months, the estimated reach will be 10.6 and the estimated frequency will be 1.2. In the summer and fall months, the estimated reach is 33.4 and the estimated frequency is 2.2. We will advertise year-round with a heavy up in the summer and fall months when grilling and tailgating are in season. We have an emphasis on digital media based on our research from the surveys conducted among millennials. The research shows your target audience is immersed in digital media. This has also been supported through our collected secondary research.
SPRING
SUMMER
FALL
Your budget consists of $500,000 split between 12 months. We utilize a continuous pulsing schedule with a minimum budget set to 1,150 impressions, with heavy-ups in the summer and fall months (May-October) set to 9,950 impressions. This is justified by the seasonality of pork as it is often used in the summer and fall during tailgates.
PRIMARY BUDGET
Digital $324,000 Spotify $100,000
WINTER
Blue Apron Coupon Magnet Thermometers Total
$180 $850 $5,580 $6,610
DIGITAL SPOTIFY BLUE APRON IN-STORE SIGNAGE
In-Store Signage $500
DIGITAL SPOTIFY BLUE APRON IN-STORE SIGNAGE FOOD TRUCK
PRIMARY TOTAL
$431,110
NICE-TO-HAVE
Food Truck Start Up Costs Wrap and Equipment $75,000 Initial Product Inventory $1,500 Permits and Licenses $500 POS Systems $150 Uniforms $500 Initial Serving Equipment $300 Menu, signs and stickers $500 Kitchen Equipment $1,500 Total $79,950 Food Truck On-Going Costs Commissary Phone/Internet Labor Repairs Food/Beverage Restock Paper/Plastic Restock Total NICE-TO-HAVE
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$500 $500 $7,000 $1,000 $2,500 $2,000 $13,500
$93,450
GRAND TOTAL
$524,560
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BEYOND BACON FOOD TRUCK
FOOD TRUCK TOUR
Using the Alabama vs. Auburn football game as a test site, the Beyond Bacon Food Truck will travel across the country (starting in the South) with tailgates and state fairs. After the initial tailgate, the food truck will travel to different areas around the country. During peak times the food truck will hand out samples of different pork cuts and recipes. During less busy and lower profile times the food truck will be used as a way to educate consumers about pork. Using an interactive spin the wheel game as well as handouts similar to the Blue Apron Magnet, we can create excitement and engagement around pork. Contestants will spin a wheel. The wheel will land on a card with a trivia question about pork. If the contestant gets the answer correct they will win the prize shown on the opposite side of the card. We recommend prizes such as a free month of Blue Apron, a meat thermometer, coupons, etc.
PORK BUS
This map shows an example of what an efficient and effective tour will look like. Some events include the Louisiana State Fair, Atlanta Wine and Food Festival, and the South Carolina State Fair.
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SUMMARY
The Hive’s campaign is designed to allow the National Pork Board to tap into a new market—millennials in the United States. This issue of millennials not purchasing pork begins with the fact that they don’t know how to cook it. Nonetheless, this campaign will start the process of getting them to consume pork in a variety of ways. To successfully achieve this goal, we suggest that the National Pork Board partners with Blue Apron to position pork as the leading convenient and versatile protein. This campaign gives men and women ages 23–35 the ingredients to cook up a taste for pork meals. Through the implementation of your partnership with Blue Apron, including a magnet, coupon and meat thermometer, as well as a sponsored playlist, in store signage, podcast sponsorship, Snapchat geofilter and paid and organic social media posts, the National Pork Board can introduce your product to millennials without interrupting their daily lives. Thank you for the opportunity to assist you in your goals. We look forward to working with you.
RESOURCES
1. http://fortune.com/2016/09/11/blue-apron-meal-delivery 2. Results found in survey 3. https://www.brandwatch.com/blog/36-youtube-stats-2016 4. https://brandsnews.spotify.com/us/2017/01/03/2016-was-the-year-of-thestreamer-what-does-that-mean-for-brands 5. http://www.convinceandconvert.com/social-media-measurement/the-5key-2016-podcast-statistics 6. https://www.snapchat.com/ads/sponsored-geofilters 7. http://www.foodnavigator-usa.com/R-D/Sales-of-meal-kit-subscriptionssurge-and-show-no-sign-of-slowing 8. http://www.foodbusinessnews.net/articles/news_home/ Business_News/2016/06/Meal_kit_delivery__fad_or_futu. aspx?ID=%7B1D9BDDD0-2E6B-4702-A3E1-83D330F046FB%7D&cck=1 9. https://www.blueapron.com/pages/vision 10. http://advertising.underarmour.com/blog/year-of-the-active-connectedconsumer 11. http://advertising.underarmour.com/i-want-to-build-my-audience 12. http://www.businessinsider.com/health-and-fitness-apps-exploding-inpopularity-2014-6 13. https://www.localytics.com/wp-content/uploads/2014/05/lifesum-casestudies.pdf
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