Juggernaut Media Bogart Avila Ryan Cohen Jonathan Miller Kayla Moe May 11, 2015
Table of Contents 1. 2-3. 4. 5. 6. 7-8, 10-11. 9. 12-14. 15-16. 17. 18. 19.
Executive Summary Research Objectives Target Market Campaign Strategy Campaign Phases Phase 1: Introduce PR Pitch Plan Phase 2: Acquaint Phase 3: Reinforce Media Plan Phase 4: Evaluation Meet The Team
Executive Summary No one likes getting sick. No parent likes taking care of a sick child. What if there was something that could make being sick a little bit easier? The ARC InstaTemp™, with its non-touch technology and simple user interface, is the future of temperature taking and the first step in lessening the burden of illness. The ARC InstaTemp™ is the most accurate thermometer on the market and at Juggernaut Media, our goal is to make it the most popular as well. We are a digital media agency based in Orange County with a wide background ranging from automotive to cosmetics to fast food and our mission is to utilize the latest technology trends to put our client in the front of consumers’ minds. ARC has expanded the new frontier of thermometer technology with the most accurate non-touch thermometer available to consumers. We noticed this as an opportunity to expand the ARC’s global presence beyond what it already has. With our campaign, the ARC InstaTemp™ will become a regular household name.
1.
Research Objectives
To fully understand where ARC has been and where the brand wants to go, and speciďŹ cally with the ARC InstaTemp™, we dove into the brand through personal immersion, secondary research, and weekly client updates. Personal Immersion: Having the product on hand, we immersed ourselves with it, seeing how we use it, at what times we use it, and most importantly, understanding how it works. This provided insight into the everyday use of the product, its convenience, and its accuracy.
SWOT Analysis
Secondary Research: We then set out to understand the brand, the competitive landscape, current medical trends, current technology trends, and potential target audiences through secondary research. The secondary research was based in research and news publications focusing on trends we can tap into. The basis of our understand of the ARC brand came from the Fox Management Consulting Research Report on ARC. Weekly Client Updates: Consistent check-ins with the client on current advertising results, product and distribution updates, and consumer demographics provided direct insight into the brand’s path and where in the marketplace it can stand out.
Strengths: 1. Accuracy 2. Sleek design 3. Convenience 4. Medical professionals usage and support Weaknesses: 1. Low brand awareness 2. Strong competitors 3. No urgency to change existing thermometers Opportunities: 1. Launching in stores 2. Introduce new technology 3. Innovative company 4. International brand Threats: 1. Similar tech produced by competitors 2. Intimidation factor of new technology
2.
Research Trends We Found Medical: The ARC InstaTemp™ at first might not stand out amongst its competitors in the medical field. Some have similar technology, some have a well-known brand name such as Braun, and some might be out-competing the brand at the moment. What the ARC InstaTemp brings with it though that outshines in the medical field is its sleek design and its accuracy. We found amongst the medical community, a huge shift into data and tech being used as first resort for a range of medical tests. ARC InstaTemp™ perfectly fits into this trend. Technology: Our research showed us that form existing tech giants to startups, tech as a whole is moving into a world of data, instant information, and sleek design. ARC’s range of products provide this, all while having game-changing technology that customers have not had the opportunity to put their hands on before. Moms: Nearly 70% of moms believe technology helps them to be better moms. This shows the perfect window for ARC to place its technology as an everyday tool for moms.
Competitive Analysis Chart
Design vs. Accuracy As shown by the competitive charts, ARC’s brand name is not something they can yet use at a selling point however with a competitive price, design that blows competitors out of the water, and an accuracy above the rest, they can take over the market.
3.
Target Market
We selected our target audience based on the success of ARC’s current media plan and what audiences they are currently finding successes with based on placement and messaging. We then dove deeper into these targets.
Primary: Moms, 24 to 32 with children ages 0 to 3 In connecting ARC with new and younger moms, we will be providing a tool that is the new essential in their household and any on-the-go bag. They are social media natives and looking for well-designed high tech products to fit into their new lifestyle. Secondary: Moms, 24 to 32 with children ages 3 to 7 While targeting the same demographic as our primary, there’s a large gap in the approach to parenting between moms with newborns, and moms who have toddlers quickly approaching school. Theses moms are also looking for well-designed items to keep their family healthy, but at a different urgency. Tertiary: The Dads The Dads might not be the first to jump out and grab and the ARC InstaTemp™ but once it is in the household or they see the technology in the device, they’ll need one or maybe two for their house.
Meet Stephanie
Primary: Stephanie Overalls Age: 29 Residence: Mountain View, CA Children: 2 year old boy Stephanie is killin’ that social media game and loves having the latest in tech to help take her parenting to the next level.
Meet Olivia
Secondary: Olivia Hernandez Age: 31 Residence: Dallas, TX Children: 4 yr old boy and 6 yr old daughter Olivia is a bit more experienced of a mom having one kid already in school and another one quickly approaching. She’s busy and the ARC InstaTemp™ will be on-the-ready as her kids get those “first year in school” colds.
4.
Meet Joe
Tertiary: W. Joe DeMiero Age: 32 Children: 1 yr old son Residence: Marina Del Rey, CA Joe is the “cool dad” or at least trying his best to be, and what better way to impress himself and his dad friends than with some of the latest tech in the household.
Campaign Strategy Our Approach The Real Objective
Bring the ARC InstaTemp™ to market, making it a household go to and staple.
Tone
Trustworthy Upbeat Modern
What We Really Need To Say:
This is the most trusted device out there.
The Big Idea We Got You
Creative Vision Superheroes
5.
Campaign Phases
Phase 1: Phase 2: Phase 3:
Introduce Acquaint Reinforce
Our campaign will consist of three phases spanning six months. As the name suggests, introduce will introduce our target audiences to the Instatemp through a series of media buildups that will be perpetuated by the products exclusivity and inevitable launch. The second phase will acquaint our target with the product with a rise in organic press that will generated through hospital initiative as well as our superhero co-branding launch. The final stage of our plan, consisting of the months leading up to the holidays, will reinforce the Instatemp as a dominant global player in intelligent, non-touch thermometers through a series of mainstream media initiatives.
6.
Phase 1: Introduce The introduce phase will start towards the end of June 29th and last until the beginning of August. This phase will create perpetuating buzz that will be the result of the media raving about a product that has a limited quantity.
Exclusive Run An exclusive run is the best way that ARC can capitalize on word of mouth advertising in a cost effective way. The idea of an exclusive run has been done by numerous companies in the past and in nearly all cases has resulted in tremendous success. Dropbox was one of the first companies to take advantage of an exclusive run for the launch of their new cloud service, which arguably faced similar challenges as ARC. Dropbox was a new company, with a new product, entering a space that for the most part was not established. Not to say that the thermometer industry is unestablished, just that ARC is reinventing a product that has been relatively stagnant in its evolution. By offering the ability to sign up for a pre-release of Dropbox the company gained a huge amount of free peer word of mouth advertising, arguably the best form of advertising, and their wait list rose from 5,000 to over 75,000. To get on the list and move higher up on the list to get more memory space from DropBox people on the list had to share DropBox on social media. The more times they shared the higher they moved up the list. At the end of a set period of time DropBox granted people on the list early access to the platform, should they choose to pay for it. The Instatemp wait list will function in much the same way as Dropbox, with a catch, the list remains at set at 5,000. To get on the list and stay on the list people will have to continue to share on social media, which in turn will make it harder to stay on the list. This will create a frenzy of evangelists, eager to get a hold of the new device
7.
Phase 1: Introduce Website Redesign We redesigned the website to coincide with the relaunch of the ARC InstaTemp™. Since the ARC InstaTemp™ is both a cutting-edge tech product as well as a everyday lifestyle product, the new website takes design cues from successful brands in each field. The use of large images and bright colors create a sense of emotionality that is not usually found on the clean, crisp websites of other tech products.
Introduce
As far as current design trends, the focus on large background images used alongside rich typography and subtle parallax effects is similar to that of Apple. The use of a grid design or card-based design allows the new website to be more responsive when downsizing to mobile devices. This design also makes it easier to update each ‘card’ of the website rather than redesigning the entire page for each phase of our marketing plan. The new design places emphasis on purchasing by allowing visitors to buy from the first card above the fold. As far as the purchasing conversion funnel, our team recommends using Stripe, as it drastically cuts down on the time it takes to checkout. Since most sales come from mobile devices we also recommend integrating card.io, which scans a credit or debit card through the camera and automatically enters payment information.
8.
Acquaint
Reinforce
PR Pitch Plan Our pr pitch plan will consist of both free and paid press outlets. Tech and Medical blogs/publications will be contacted to publish articles before mommy bloggers, in order to establish credibility. All PR will direct readers to the website and the exclusive pre-sale list.
Tech and Medical Tech blogs and publications will be centered around the Instatemps precise, cutting edge infrared technology. These outlets include: Techcrunch, Producthunt, Wired, Fast Company, Hacker News, Gizmodo, The Verge, Recode, Inc. Magazine, Venturebeat and Mashable
Mommy Bloggers Mommy blogs will seek to gain early adopters and evangelizers by discussing the lifestyle qualities, while using previous press to validate claims of the Instatemps accuracy. These blogs will mostly consist of blogs featured on topmommyblogs.com. Parenting magazines and guest articles in newspapers will then be used to validate the message, in an effort to gain repeat exposure.
Medical blogs and publications will discuss the Instatemps accuracy and its use in hospitals. These will include: Medgadget, Science Daily, Scientific American, Healthline etc.
9.
Phase 1: Introduce Hospital Initiatives ARC InstaTemp™ will partner with children’s hospitals across the country for a month to send kids actively receiving chemotherapy or aggressive chemical therapy treatments home from the hospital with care packages. In addition to containing an ARC InstaTemp™, the packages will include items to ease their illness, keep them healthy, and bring a smile to their face. Participating hospitals can be found on the map below.
So, what’s in the box?
ARC InstaTemp™ Crayons/markers Lip balm Lotion Superhero journal Age-appropriate book Cozy socks Hand sanitizer Hard candy Disposable toothbrushes Water bottles Stickers / Temporary Tattoos
10.
Phase 1: Introduce Upload Your Story In lieu of a scripted commercial, we will be asking our audience to send in their best stories about their children trying to get out of school by faking sick for the chance to have their story told in a :30 sec television and social spot for the ARC InstaTemp™. Other winners of the contest will receive a free ARC InstaTemp™. Possible Script/Storyboard: OPEN SCENE SHARP CUT AS CHILD RUNS TO THE SINK, SPRINKLES WATER ON HIS FACE AND LIGHTLY PINCHES HIS CHEEKS TO MAKE THEM RED. HE TAKES A SEAT AT THE KITCHEN TABLE WITH AN ARC INSTATEMP AND POINTS IT AT ONE OF THE LAMPS. HE TAKES THE TEMPERATURE OF THE LAMP AND THEN WE SEE HIM FRANTICALLY TRYING TO LOOK SICK AS HIS MOTHER WALKS INTO THE ROOM. AN OPEN LUNCH BAG IS ON THE COUNTER NEXT TO A BACKPACK AND HIS MOTHER IS IN THE PROCESS OF MAKING THE BOY’S LUNCH FOR SCHOOL. Child: Mom, I don’t feel so good Mom: What’s wrong sweetheart? Child: My head is hot and my stomach hurts and I’m all sweaty! I don’t want to --I mean I don’t think I can go to school today. See! I have a temperature. Mom: Let me see that. 1. 30 sec
MOTHER TAKES THE ARC INSTATEMP FROM THE CHILD AND WE SEE A LOOK OF SHOCK ON HER FACE. CAMERA SHOWS AN INCREDIBLY HIGH TEMPERATURE ON THE DEVICE. THE MOM LOOKS CONCERNED FOR A SECOND, THEN LOOKS UP AND NOTICES HOW CLOSE HER CHILD IS TO THE LAMP. Mom: Well you’re a little warm sweetie, but let me just check your temperature again.
1.1
EXTREME CLOSE UP
1.2
WIDE
1.3
WIDE
1.4
CLOSE UP
1.5
WIDE
1.6
WIDE
Child: No! I swear its correct, I told you I had a temperature! Mom leans over and uses the ARC InstaTemp and camera shows the accurate temperature. Then she uses the device on the lamp. Mom: Hmm looks like you don’t have a fever. The lamp on the other hand, seems a little hot to me. Now go get dressed for school sweetie. We see child stumble off dejectedly as the mother silently laughs to herself END SCENE
11.
Phase 2: Acquaint
We’ve began the momentum and now we want to make sure our target audiences begin to connect with the ARC brand. They will get to know the ARC InstaTemp™™ and through targeted media buys and executions, interact with the brand.
In-store and in-doctor office product placements Free standing kiosks will be placed in private practice pediatric centers that will give people the opportunity to try the ARC InstaTemp™ before making a purchase. Potential customers will be able to take a snowshoe stamp that will give them a discounted rate as well as take them directly to the purchase page. Kiosks in retail stores will use Snowshoe to tailor custom information about the product as well as offer an in store discount, should a potential customer enter their email address.
SnowShoe
SnowShoe makes clever pieces of plastic that can be uniquely identified when touched to a web page on a mobile device. Snowshoe eliminates the need for RFID’s, NFC’s, Beacons or QR codes. By linking content to each stamp the digital world becomes part of a customer’s physical experience. Snowshoe is currently in Beta stage but has already raised several million from VC’s, so working with a company at a similar level could be a cheap way to gain access to this new technology. Snowshoe will be utilized in our campaign at free standing kiosks in private practice pediatrician offices as well as kiosks inside of retailers. Snowshoe can take users directly to the point of purchase on their mobile devices or provide more information that could lead to a purchase decision, such as instructional videos or testimonials. The portability and low cost nature of a Snowshoe allows potential customers to take a stamp with them, reminding themselves of the ARC in a way that has never been done before. This portability also allows us to offer a unique experience with the ARC MedTemp™ in which, a Snowshoe would provide a way for a family to check their child’s vitals at any time, through a one of-a-kind link.
12.
Phase 2: Acquaint Superhero InstaTemp wraps With the partnership with DC Comics, we will introduce superhero-themed wraps for the ARC InstaTemp™. Five themed skins will be available for order including Batman, Superman, Green Lantern, The Flash, and Wonder Woman. A limited run of 10,000 units will be produced with the option of continuing production based on sales success.
The Flash product placement The Flash, a superhero television series on The CW, is an ideal spot for product placement of the ARC InstaTemp™. Dr. Caitlin Snow will be seen using it in the show as well as placement of the device in the lab.
The Real Objective:
Tone
What we really need to say:
13.
Phase 2: Acquaint Hulu Ads
Pandora Ads
Moms have busy schedules and often lack time to watch TV shows live, so they tend to stream their shows online. We will do brand placement ads in the header bars over the channel page.
Based on our research, our target demographic streams music using online streaming services like Pandora and Spotify. Our demographic leans more towards using Pandora, so that is where we will choose to run audio and digital advertisements.
Online Ads In addition to Hulu and Pandora ads, we will be taking advantage of online platforms such as Reddit and GoogleAdSense to reach our audience.
Batman Delivery We will begin a 30-day promotional contest upon the launch of the DC-skinned ARC InstaTemps™. Users will register their email on the landing page of the ARC InstaTemp™ website for a chance to win an ARC InstaTemp™ with the Batman skin. The contest will run in Dallas, Los Angeles, and New York City. Each day, one winner will be chosen in each city and will have their prize delivered by Batman himself, pulling up in a Batmobile or a Batman-themed super car. Users can re-enter daily for a chance to win, and with the publicity the stunt will get in addition to the returning users to the website, page impressions will increase drastically throughout the 30 days.
14.
Phase 3: Reinforce
After introducing the brand and familiarizing our target audiences with our products, we must reinforce our messaging and product abilities through heavy media buys that will aim to push sales.
Instagram Content Series Concept: To increase digital engagement with our target audience on the most popular social platform for them, we decided it would be ideal to create an original run of content that engages them and best tells ARC’s story. To create loyal brand users, we want to communicate our story to better resonate our brand with consumers. We will run over four week, with two posts a week, original content that tells the story of twins slash super heroes in their spare time, Super Hero Boy and Super Hero Girl. They run around, saving the day all the time. For example, making feeding their dog not just a chore, but a house saving adventure, flying from the living room to the kitchen as a power duo to do so. We will follow them as each day, but we start with them finding what will give them super powers: the ARC InstaTemp™. We will communicate this all through 15 second Instagram videos. Week 1 Monday: The discovery of the ARC InstaTemp™ in mom’s drawer. Lights up Indiana Jones style. Thursday: The tiny superheroes just cant figure out how to use it. Hitting it on trash, trying to cast spells, and ends with The superhero boss aka Mom, shaking her head. Week 2 Monday: Mom introduces how to use it to the little super heroes. Thursday: Superheroes adventure out with the ARC InstaTemp™ for its first run. Try it on mom, dogs, a napping father. A story of trial and error. Week 3 Monday: New week, now they’re masters. Waking up to check their temp, and even reading light bulbs. Thursday: At school, they notice a sick kid and throw on their capes and fly to the rescue with the ARC InstaTemp™. Week 4 Monday: They think they lose it and look everywhere for it. Ends with one of them say, “follow the sneezing”. Thursday: Follow the sneezing to their parents, who need them to use the ARC InstaTemp™ to make sure they are fine.
15.
Phase 3: Reinforce Heavy Paid Media on all existing platforms During Phase 3, we will continue to reinforce our message by heavily using paid media. We will continue paid advertising on social channels, increase buys on Hulu and Pandora, and continue to market on QVC. As the QVC campaign continues, the superhero-skinned ARC InstaTemp™ will be available as a second order option. With the reinforcing paid media and the continuation of the QVC campaign, our goal is for the InstaTemp™ to be the only product in consumers’ minds when they buy a thermometer.
The Doctors
QVC
ARC’s Doctor We will start a blog that will be written by our in house doctor. The blog will give tips on everything parenting, specifically health. The blog will reinforce ARC’s message in a genuine way, gaining readers and potential customers.
Pending the early sales success, the QVC campaign will feature the superhero-skinned ARC InstaTemp™ for sale.
Dr. Oz The ARC InstaTemp™ will be featured on The Dr. Oz Show in late fall.
Momstagrammers We will be partnering once again with our mommy bloggers to feature ARC InstaTemp™ content on their instagram, challenging them to come up with creative content tied to our superhero partnership.
16.
Media Plan 3rd Quarter July 29
4th Quarter
August 6
13
20
27
3
10
17
September 24
31
7
14
21
October 28
5
November 12
19
26
2
9
16
December 23
30
7
14
21
MEDIA PHASE 1
PHASE 2
PHASE 3
PRESS
IMPRESSIONS
Tech Blogs
PRICE
RATE
CONVERSION
1,500,000 FREE
Tech Podcasts
500,000 FREE
Medical Blogs
250,000 FREE
Mommy Blogs
1,500,000
Parenting Magazines
$9,000 30 @ $300
500,000 FREE
Tech Magazines
500,000 FREE
Newspaper Articles
1,500,000 FREE
Entertainment Sites
250,000 FREE
PARTNERSHIP Good Morning America
5,000,000 FREE
Flash TV Show Placement
3,200,000
Dr Oz.
1,300,000 FREE
15,000
TV 30 Second Spot
10,000,000
$100,000
DIGITAL Pandora
1,500,000
$30,000.00 $20 CPM
Hulu
1,500,000
$67,500 $45 CPM
6,000
$1,250 $12 CPM
3,000,000
$13,800 $0.23 CPC
3%
Google Adwords/Adsense
1,000,000
$64,800 $2.16 CPC
3%
Digital Plavcements
1,000,000
$40,000 $2 CPC
2%
Reddit/r/parenting
60,000 TOTAL:
Impressions Spent
35,566,000
2,000 $.15 CPC $343,350.00
OTHER MARKETING EXPENSES
35,556,000 $386,850
17.
DC Partnership
$40,000.00
Batman Stunt
$2,000
Hospital Boxes
$1,500
TOTAL
$386,850.00
22%
Phase 4: Evaluation To ensure that the campaign’s messaging and media strategy are successful, we will place a special emphasis on evaluation as the campaign goes live. From start to finish, we will use sales numbers, web platform responses, click through rates, social listening, social presence measurement, and other direct sales and digital analytics. These will back up every move we make throughout the campaign, and create a compass for our next message and media placement. Additionally, at the end of the six month campaign, we will compare all sales numbers, ARC’s digital presence, and evaluate which buys successfully drove consumers to purchase. Through these evaluation methods, we are confident it will help us guide your brand to its ultimate goal of being a household essential and the new go-to thermometer.
18.
The Juggernaut Media Team Bogart Avila
Jonathan Miller
Strategist | Research Lead
Kayla Moe
Tech | Media Planner
We connect brands and people through creative and modern executions utilizing the latest tech.
Project Manager | Creative Director
Ryan Cohen Account Manager | Utility Man
19.