Communication Journal by Hien Pham

A Better Way to Cook Hien Pham

Hien Pham Blue Apron Communications Journal ………………………………………… I. Executive Summary ………………………………………………….. II. Context Analysis ……………………………………………………. Customer Context ……………………………………………….. Business Context ……………………………………………….. Internal Context ………………………………………………… External Context ………………………………………………… Main Communication Needs ………………………………………………….. III. Marketing Communications Goals ………………………………. Corporate Objectives ……………………………………………. Communication Objectives ……………………………………… IV. Segments, Targeting and Position (STP) …………………………. V. Marketing Communication Strategy ………………………………. VI. Message and Creative ……………………………………………… VII. Coordinated Communications Mix (Messages, Tools & Media) . VIII. Resources ………………………………………………………… Human Resources ……………………………………………….. Financial Resources ……………………………………………... IX. Scheduling and Implementation ………………………………….. X. Issues ………………………………………………………………… XI. Evaluation and Control …………………………………………… XII. Conclusion and Summary ……………………………………….. References ………………………………………………………………………. Appendices Appendix 1: Blue Apron 1.1 How it works 1.2 On the Menu 1.3 Pricing 1.4 Online Store Appendix 2: Competitors 2.1 Points-Of-Parity and Points-Of-Difference Comparison 2.2 ChefDay Communication Tools 2.3 Plated Communication Tools Appendix 3: Communication Tool A – Direct Marketing 3.1 Media 3.2 Examples 3.3 Message and Creative Appendix 4: Communication Tool B – Point-Of-Sale Marketing 4.1 Media

4 4 6 6 7 8 9 9 9 9 10 10 11 12 12 12 12 13 13 14 14 15 16

Hien Pham 4.2 Examples 4.3 Message and Creative 4.4 Effectiveness of the Communications Tool Appendix 5: Communication Tool C – Social Media Marketing 5.1 Media 5.2 Examples 5.3 Message and Creative 5.4 Effectiveness of the Communications Tool

Hien Pham Blue Apron Communications Journal I. Executive Summary Known as a start-up disruptive business in Food Tech industry, Blue Apron is founded in 2012 in New York City by Matt Salzberg. “Here's the basic idea: People who are strapped for time but want to make their own homecooked food can sign up to receive three meals a week that will come in either two, four, or six-person portions.” (D'Onfro, 2014). It is an untapped industry that has a high involvement of technology in the purchasing decision process. The presence of Blue Apron has changed entirely the grocery supplying and the way people shop for grocery. It takes place of the middlemen role to change the food quality to improve the eating habit and to save time and money for the consumers. Throughout the company’s communication channels, customers trust the services and quality of the product. Blue Apron intensively creates customer’s values and enjoyable cooking experiences. It also fosters home cooking cultures and appreciation. People really enjoy it more without a hassle of the grocery shopping. As a food lover who is also passionate about cooking, I choose Blue Apron not only because of its business values and cultures but also its communications selection. The messages across any channels are always full of energy and inspiration. I like the way they really believe in what they do and are not afraid of giving the customers opportunities to try out the experience without any charge upfront.

Hien Pham Before the project, I have tried out Blue Apron and regularly received their emails and social notifications. I appreciate their hard work in producing their online visuals and messages. They are consistently high quality and welldesigned

II. Context Analysis 1. Customer Context Launched in 2012, Blue Apron actively targets a diverse demographic of audience who are new cooks and interested in cooking. Most of its consumers are young professional couples and young families of four. The company has recently reached out to old couples, who live by themselves and cook for two (Keene, 2013). According to Inc., Blue Apron is carrying a high involvement purchase with more than 1 million meals per month to over 2,000 customers (85%) all over the U.S (Winfrey, 2015). The business has been very successful because it solves a specific problem for a group of people who found it difficult to cook daily gourmet meals for different reasons. The busy urban lifestyle does not give them a lot of time to search great recipes and shop for high-quality ingredients. In addition, it is time consuming to find and pick ingredients and wasteful to use only a portion of them for the dish. To avoid the hassle of grocery shopping, Blue Apron is able to do all the legworks and let the consumers enjoy the cooking experience. It recruits chefs to create a variety of high quality recipes, connects with local farmers to provide fresh ingredients and delivers to customers’ doorsteps.

Hien Pham Since people for decades have gotten used to going the supermarkets for ingredients, buying behavior for gourmet meals has been shaped and hard to break. Blue Apron scales the problem effectively to convince people. The company’s marketing strategy is E-marketing focused because numbers of mobile and social media users dominantly increase. The company’s website and blog are designed to be very interactive and user friendly. Photos and visuals are highresolution formatted to create the appeal. The blog page is actively updated to become a mobile cookbook. Social media is used as a main communication tool with the customers. Instagram and Pinterest are also used to promote the quality of the product it caters. Word of mouth plays a vital role in Blue Apron customers’ decision-making process. Therefore, Blue Apron keeps its social channel active and consistent. “People hear about us from their friends at the water cooler at work—talking about that cool new recipe that they cooked last night. We also do direct marketing on the Internet.”- said Matt Salzberg (the Founder) (Keene, 2013). 2. Business Context Currently, Blue Apron has raised $50million at a $500million valuation (Griffith, 2014). It recently launched an integrated marketplace where it sells cooking supplies that Blue Apron chefs use to create recipes. This allows Blue Apron to attract more new consumers and drive more sales. The company aims to double market size by adding a family meal plan for four people. In the near future, they are going to open another fulfillment center that is 10 times bigger than the previous one (Winfrey, 2015). Besides diversifying the company’s

Hien Pham grocery suppliers so that they can create more interesting and unique recipes at a better price than the supermarket, it plans on improving the dietary options to satisfy different eaters (Griffith, 2014). Competitor Analysis - Plated Plated is also founded in 2012 in New York City based on a similar concept – making gourmet meals prep easier for busy people. The company has been successful building awareness and spreading their message through its social platform – Facebook for business. It optimizes Facebook features for business such as Facebook Page and Advertising while integrating with the main website to simultaneously drive traffic on both platforms. Through Facebook, the company is also able to keep building new customers who have the same interest. Its food photoproducts are always high quality and appealing. Recently, Plated has reached 191,523 likes on Facebook (Facebook, 2015). (Appendix 2 – Figure 2.3b) Blue Apron and Plated are both in the “food tech” industry working toward the same problem. However, Blue Apron sets itself apart from the competitors with crucial competitive advantages. First, Blue Apron offers a better price per person ($9.99/person at Blue Apron and $12/person at Plated). It also has a larger supply and distribution channels than Plated, which allows them to obtain a bigger market share geographically. The cooking supplies e-commerce store has been launched to help Blue Apron increase sales, expand the business and keep its loyal customers satisfied. (Appendix 2.2) 3. Internal Context

Hien Pham Blue Apron believes in “a better way to cook” and that everyone can be a good chef. Its communications across all the channels manifest high business values in technological innovation and corporate interventions. The company with its disruptive services has brought back the value of home cooking and healthy lifestyle. 4. External Context Blue Apron has done well at understanding subculture and utilizing social media. The company has reached out to bloggers and Vloggers on YouTube (who use videos to blog instead of writing) to try out and review its services. These bloggers who have decent amount of loyal viewers and subscribers will help Blue Apron to earn trust from the audience. 5. Main Communication Needs As a start-up business, Blue Apron definitely has a wide range of potential to grow. Especially when grocery shopping is a hassle and time-consuming. Dinner kit service is new to the market and has quickly been adapted to the culture from different perspectives. This is a promising sign for Blue Apron to drive its market share. In fact, it just launched an online store where Salzberg expects it to double the market in the close future (Winfrey, 2015).

III. Marketing Communications Goals 1. Corporate Objectives With different taglines such as “Better way to cook”, “We love to cook”, “We can’t wait to cook with you”, “Farm-fresh ingredients from family-run businesses” etc., Blue Apron wants to make its customers to

Hien Pham believe that anyone can be chefs; that everyone can cook a gourmet meal as expert chefs. 2. Communication Objectives -

Motivate consumers to take their first tries with Blue Apron

Inform new services and help consumers know how to use them (new recipes, products, promotions, discounts etc.)

Build awareness within consumer community

Engage two ways communications to improve the quality of products and services based on consumers’ feedbacks.

Satisfy the consumers before and after using the service

Reach and convince new target audience to open more markets

Maintain close relationship with loyal consumers to drive retention

Increase traffic and click through on the websites, marketplace, Blog and other social media channels

Driving sales and market shares What Blue Apron has been doing toward their communication is supporting all of the objectives above strategically and effectively. Despite the common goals, each communication tools aims to achieve its own communication objectives (Refer Appendix 3.4, 4.4, & 5.4)

IV. Segments, Targeting and Position (STP) Blue Apron strongly targets to young professionals who spend most of their time online. Email and social channels like Facebook or Twitter tend to be

Hien Pham convenient to reach them on a personal level. Each message is designed to deliver to customers of buying process’s different stages. The company uses broadcast commercial to reach the older segment of audience who are more likely to watch TV during meals. Blue Apron produces high quality and eye-catching photos and visuals to position itself as a premium quality service with healthy recipes, fresh ingredients and fast free delivery. Communication content is straightforward and engaging matching to its slogan “A better way to cook” which encourages new young customers to try and adopt the brand in their daily activity. All the channels seem to integrate and interface with each other in term of visuals and text to make viewers easy to relate and remember. V. Marketing Communication Strategy 1. Pull Strategy Blue Apron seems to approach its customers on the engaging levels. Through different channels, especially with Blue Apron blog, it provides customers with a variety of options, tips and information. Therefore, customers don’t feel forceful or overwhelmed but engaging to read, and learn about the services and eventually are willing to try out. 2. Creative Platform Blue Apron significantly focuses on how to present their platforms logically and creatively across the channels. Their high quality performance from the websites, recipe cards and packaging satisfies young users who are picky about nice visuals as well as short and clear in content. 3. Frequency

Hien Pham “Recipe for the week” emails, Facebook posts, Tweets, Instagram photos etc. are perfect reminders for the customers. Blue Apron has plausible excuses using weekly recipes or cooking tips etc. with appealing visuals to interrupt viewers and deliver their message. VI. Message and Creative Please refer the tables in the appendix below to learn about this section. •

Appendix 3.3

•

Appendix 4.3

•

Appendix 5.3

VII. Coordinated Communications Mix (Messages, Tools & Media) Different messages are likely to reach different perspectives of customers’ tastes. Customers who never want to cook at home and think they are not good cooks would tend to be curious about cooking tips. Customers who do not have time for grocery shopping but want to have nice home cook dinners. Customers who run out of idea what to cook would love to check out the new recipes. And Customers who loves cooking would be willing to check out deals on kitchen stuff as well as to try new recipes. Blue tone and Blue Apron logo are soothing. It creates trust and connection between the brands and users. This is very important for a start up company like Blue Apron.

VIII. Resources

Hien Pham 1. Human Resources Besides the management team based in New York City, Blue Apron has production team, chef team and workers to run the whole procedure in the fulfillment center. They all work close together toward the same values and goals. “We believe we can bridge it with high-quality ingredients and services. We plan menus for you, source ingredients that are fresher than what you can buy, and teach you to be a better cook.” – said Salzberg (Moskin, 2013). According to Linked In Network, Blue Apron currently is 501-1000 employees company size (Linked In, 2015). 2. Financial Resources Recently, Blue Apron has reached 1 million meals per month to customers across the U.S.; potentially taking over the grocery culture in urban areas. The company attracts half a billion valuation last May and continuously growing fast financially (Griffith, 2014). In addition, its new online store is adding another portion of the revenue as a whole.

IX. Scheduling and Implementation The media plan seems to fit in the continuity pattern where products and services are promoted all the time and stick with the buying process. The plan stays consistent, well organized and strategic among the channels. Since Blue Apron’s marketing is Internet oriented, it has to make sure the content is up to date, valuable and cohesive among the channels.

Hien Pham As mentioned in pull strategy section, the scheduling is not too overwhelming and pushy but comparable with different channels. It engages the viewers’ curiosity and voluntarily find out by themselves and make their own decision. For example, with emails delivering recipes for the week to remind customer what they offer for the week’s menu and on and off the company can send out a promotion notification email if they have deals going on in that week (1-2 emails per week). They post averagely 1 post per day on Facebook, mostly food pictures and cooking tips with a short message, or linking with their blog. Twitter requires for more of the frequency (4-5 tweets a day) since it is a short and fast communication.

X. Issues Despite the competitive advantage, Blue Apron is still a new start-up company that is dealing with high competition market. Its competitors have so much in common which creates a barrier for the company to differentiate itself. Also, their communication tools are likely to meet in the middle in term of social media focus. That tends to challenge Blue Apron to continuously update themselves and responsive to the audience.

XI. Evaluation and Control Emails: Part of E-interactive communication planning, Blue Apron’s email marketing is crucial with its appearance and all other appealing features. It drags more traffic to the main sites and social sites leading to drive sales. It also improves and maintains the loyalty and relationship with customers.

Hien Pham Ecommerce sites: According to RivalFox, it has viewed by 2,126,793 visitors, and over 4 minutes per visit. Most of the traffic comes from direct sources like its main website, and blogs and search engines and is active mostly in North America area (Google Insights, 2015) (Appendix 4.4a & 4.4b). Facebook: According to RivalFox Evaluation, Blue Apron has 692,737 likes, 0.92% increasing, 158.63 shares per post, and 932.5 likes per post (RivalFox, 2015). (Appendix 5.4a) Overall, its Facebook page has the most active and interactive traffic. Audience’s interaction level is high and responsive. Twitter: According to Marketing Grader, Blue Apron has 24,923 followers, 37 minutes between tweets, and 80% of replies for the last 10 tweets on its Twitter (HubSpot Inc., 2015). That indicates a high traffic and interaction, which is a big advantage for Blue Apron’s marketing communication. (Appendix 5.4b)

XII. Conclusion and Summary I believe that Blue Apron has an integrated marketing communications strategy Blue Apron has been maintaining a high volume of traffic all over the platforms. The combination of channels works smoothly and comparably. They actively help each other to drive visitors traffic. I would recommend the company to put more focus on earned media where it can optimize the credibility of word of mouth marketing and collaborative media where it can work with bloggers and vloggers by offering them good deals, in an exchange of a reliable earned reviews and free advertising. They are definitely valuable resources where Blue Apron can get more new customers.

Hien Pham Because the E-commerce store has been new to Blue Apron’s customers, the company needs to advertise it more frequent with the meals plan advertisement on its social channels. In term of new family meals plan and older target audience, Blue Apron would want to keep the TV commercial air on the right time (usually dinner time) to create awareness and appealing and drive more customers from this segment.

Hien Pham References Winfrey, G. (2015, January 13). How Blue Apron Plans to Double Its Market. Retrieved March 19, 2015, from Inc.: http://www.inc.com/graham-winfrey/how-blue-apron-plansto-double-its-market.html D'Onfro, J. (2014, June 1). Here's What It's Really Like Cooking With Blue Apron — The NYC Food Startup That's Worth Half-A-Billion Dollars . Retrieved March 20, 2015, from Business Insider: http://www.businessinsider.com/blue-apron-review-cooking-startup2014-6?op=1#ixzz3UuFULsQx Facebook. (2015, March 19). Plated Facebook Page. Retrieved March 19, 2015, from Facebook: https://www.facebook.com/theplated Google Insights. (2015, March 19). Google Insights Search. Retrieved March 20, 2015, from Google: www.google.com/insights/search/# Griffith, E. (2014, April 30). Blue Apron CEO: 'People are interested in food more than they've ever been'. Retrieved March 19, 2015, from Fortune: http://fortune.com/2014/04/30/blue-apron-ceo-people-are-interested-in-food-more-thantheyve-ever-been/ HubSpot Inc. (2015, March 19). Marketing Grader. Retrieved March 20, 2015, from HubSpot.com: twitter.grader.com Keene, T. (2013, November 14). Blue Apron's Matt Salzberg on the Food Home Delivery Market. Retrieved March 19, 2015, from BloombergBusiness: http://www.bloomberg.com/bw/articles/2013-11-14/2014-outlook-food-home-deliveryper-blue-aprons-matt-salzberg Linked In. (2015, March 19). Blue Apron. Retrieved March 19, 2015, from LinkedIn: https://www.linkedin.com/company/blue-apron Moskin, J. (2013, February 12). Everything but the Cook. Retrieved March 20, 2015, from NYTimes: http://www.nytimes.com/2013/02/13/dining/the-dinner-kit-isserved.html?_r=3& RivalFox. (2015, March 19). Rival Fox Blue Apron Social Media Evaluation. Retrieved March 20, 2015, from RivalFox: https://rivalfox.com/organizations/692f715a

Hien Pham Appendices Appendix 1: Blue Apron 1.1 How it works

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1.2 On the Menu

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1.3 Pricing

Hien Pham 1.4 Online Store

Hien Pham Appendix 2: Competitors 2.1 Points-Of-Parity and Points-Of-Difference Comparison

Point Of Parity

§ Food + Tech Industry § Fresh Grocery deliver service § Fresh and high quality prepared ingredients § Selective and creative recipe options with less 30min to cook § Free sign-up § Start-ups companies § New York – based § Target to young people, professionals who live in urban areas, love cooking and are willing to pay for premium ingredients § Aim to improve quality of American meals and healthy eating habit § Believe that everyone can cook § Very active in Social media marketing

Point Of Difference

§ Online side store

§ None

§ 7 recipes, 8 servings

§ 7 recipes, 6 plates for

selling kitchen equipment, cookbooks etc.

§ 6 recipes (3 non-

Hien Pham vegetarians and 3

for each recipe

each recipe

vegetarians) for 2 to 4 meals per week depending on the meal plans § Fresh Ingredients

§ 100% organic

§ Fresh Ingredients

§ Large distribution

§ Small distribution

§ Medium distribution

(80% of US)

(NYC and Eastern

(Big cities only)

half of US) § Large scale of suppliers § Paper well-designed Instructions § Order by meal plans

§ Small scale of suppliers § Interactive video tutorial § Order by Recipes

§ Medium scale of suppliers § Paper well-designed Instructions § Order by Plates/Ingredients

§ 2-person Plan: 3

§ $12-$15/servings

meals/week,

(depending on

$9.99/Person

number of servings)

§ $12/plate

§ Family Plan: 4 or 2 meals/ week, $8.74/person § Broadcast

§ None

Commercial § Free Shipping,

§ Broadcast Commercial

§ Free next day/

§ Free Shipping over

Hien Pham Cancel anytime

overnight shipping

$50 order

2.2 ChefDay Communication Tools

Figure 2.2a: Chefday Website

Figure 2.2b: Chefday Youtube Channel

Hien Pham 2.3 Plated Communication Tools

Figure 2.3a: Plated Website

Figure 2.3b: Plated Facebook

Hien Pham Appendix 3: Communication Tool A – Direct Marketing 3.1 Media Corporation Message • March 18th, 2015 – Welcome to Blue Apron, Your first delivery is scheduled and more Sign-up Engaging •

February 18th, 2015 – Newsletter – How to cook perfectly sautéed mushrooms

Advertisement Recipes for the week • February 23rd, 2015 – On the Menu - Recipe for the week of March 02, 2015 • March 2nd, 2015 – On the Menu - Recipe for the week of March 09, 2015 Sale Promotions • February 25th, 2015 – Sweepsatkes – Enter for a chance to win $5,000 cash and over $4,000 partnered prizes. • March 17th, 2015 – Market – Introducing our spring cookbook! $22.95 $29.95 – Pre-sale price Broadcast Commercial • March 19, 2015 (8:42PM ET): TV Guide Network http://www.ispot.tv/ad/7F05/blue-apron-a-better-way-to-cook

3.2 Examples

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Figure 3.2a: Corporate Message

Figure 3.2b: Advertising

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Figure 3.2c: Sale Promotions

Figure 1: Broadcast Commerical

Hien Pham 3.3 Message and Creative Corporate

Advertising

Sales Promotion

Message Objectives - To friendly recall to sign-up - To show appreciation and expectation

Broadcast Commercial

- To inform free

- To drive sales

- To drive traffic

try to encourage

for meal

the decision

services and

- To target to older

- To create the

online stores

audience to spend

- To motivate

time watching TV

buying process and retention

loyal customers

and sales

during dinners

- To create impulse Method

Providing cooking

Information about

Providing deals

How Blue Apron

tips and related

getting first two

and promotions

works

topics and short

free meals and

message

weekly new recipes

USP

A better way to

Everyone can be a

Blue Apron is the Try us out to save

cook

chef with Blue

way to have

Apron

delicious, healthy a gourmet home and affordable

time and money for

cook meal.

meals Features

Cooking tips

Free samples, new

Save money with

Deals, step by step

recipes

special deals

intro, showing

Hien Pham products Benefit

Stimulating

Icebreaking the

Showing respects Tapping new

curiosity what the

skepticism to give

and tight

audience who are

cooking tips is and

Blue Apron the

customer

not regular

find out about

first try.

relationship

available online but

Blue Apron

Being informative

Create first

and inspiring

prefer broadcast

impression and long term connection across all channels Appeal

Tone

Emotional

Friendly

Emotional

Emotional and

Rational

Informal, Playful

Informative, and

and Friendly

engaging

Graphic

Short and simple

High-quality

Bold discount

High quality

Style

Informative and

photos appealing

price

production,

collective notes

to all sense and

Clear message

soothing music

Appealing photos

appetite

and outline

and interactive

Interactive outline

High quality

outline

and clear font.

photos

Blue color means trust and piece

Hien Pham Call to

Signing up to learn Give us a try, it is

Don’t miss the

Try us out to save

Action

more cooking tips

free to be a chef

deal, save money

time and money for

and be a chef

If you are running

and create more

a gourmet home

Pick out meal plan

out idea what to

fun with your

cook meal.

and get your first

cook for this

cooking

deliver

week, check out

experience with

our new recipes

Blue Apron

Measure

Click through and

Redeem the deals

Click through to

Click through on

for

learn the tips

and sign up for the

the website and

tracking

Know the history,

free try

and deals.

marketplace.

Success

expectation, and

Click through each Browse on

contact info

recipe and learn

different options

detail step by step

showing on the

to cook it

same page.

Hien Pham Appendix 4: Communication Tool B – Point-Of-Sale Marketing 4.1 Media E-Commerce site March 18th, 2015 – Blueapron.com March 18th, 2015 – https://www.blueapron.com/market March 18th, 2015 – http://blog.blueapron.com/

4.2 Examples

Figure 4.2a: Online Store

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Figure 4.2b: Blog Page

4.3 Message and Creative

Objectives

Website

Online Store

Blog

- To inform the sign-up

- To increase

- To provide

process and menu for the week - Build trust and credits with new visitors - Connect and retain customers

purchasing activities - To drive sales

cooking tutorials and

- To increase time

tips

viewers spending time on the websites - To create more fun

- Increase sales

with Blue Apron

- Drive traffic to other

experience

social media channels

information on

- Create connections between BA and consumer and between consumers - Drive sales and web traffics as well as on social media

Hien Pham Method

How Blue Apron

Cooking supplies’

Cooking tutorials and

works, pricing, on the

presentation

tips. Conversation

menu, links to

among consumers.

marketplace, blog and other channels USP

Features

A better way to cook

How to become an

Everyone can be a chef

expert cook

with Blue Apron

How Blue Apron

Pricing, kitchen

Chefs’ recipes,

works, pricing, on the

sections

Consumers’ reviews

menu, links to

comments and

marketplace, blog and

feedbacks, cookbooks

other channels, promotions Benefit

- Fully and interactive educate consumer

Improve service

- Mobile cookbooks

satisfaction

- Showing respects and

about the company

tight customer

- Approaching and

relationship

presenting to consumers

Appeal

Emotional and rational

Rational

Emotional

Tone

Informative,

Informative, modern,

Informal, Playful,

innovative, friendly and efficient and interactive caring, sharing, willing

Hien Pham respecting Graphic

- Short and simple

Style

- Informative and collective notes - Interactive platform, outline, content and clear font. - Appealing photos and

to listen and Friendly - High-quality photos

- High-quality photos

appealing to all sense

and appetite

- Interactive outline and clear font. - Blue color means trust and piece

interactive outline

- Interactive platform, outline, content and clear font. - Blue color means trust and piece

Call to

It is easy to use and

Don’t miss the deal,

Place to share, learn

Action

navigate

save money and create

and make friends

It’s free and worth to

more fun with your

try

cooking experience with Blue Apron

Measure for tracking Success

- Click through the purchasing decisions

Redeem the deals and

Click through each

buy the items

recipe and learn detail

- Redeem the deals and

step by step to cook it

4.4 Effectiveness of the Communications Tool

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Figure 4.4a: Blueapron.com Evaluation on RivalFox

Figure 4.4b: Blueapron.com Evaluation on Google Insight

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Figure 4.4c: Blog.blueapron.com Evaluation on Marketing Grader

Hien Pham Appendix 5: Communication Tool C – Social Media Marketing 5.1 Media Facebook March 18th, 15 (5:45pm): Food post March 17th, 15 (5:40pm): Food post March 17th, 15 (12:46pm): St. Patrick's Day ads March 16th, 15 (5:15pm): Food post March 15th, 15 (10:15am): Recipe post March 14th, 15 (11:15am): Food post March 13th, 15 (4:50pm): Blog Link March 12th, 15 (5:15pm): Food post March 11th, 15 (5:15pm): Food post March 10th, 15 (5:15pm): Blog Link

Twitter March 16th, 15: On the menu Twit March 18th, 15 (8:00pm): Recipe Ads March 18th, 15 (4:00pm): Recipe blog link March 18th, 15 (1:00pm): Food ads March 17th, 15: St. Patrick's Day Food Twit March 16th, 15: Food ads March 16th, 15: Food ads March 15th, 15: St. Patrick's Day Food Twit

Hien Pham March 15th, 15: Cooking tips March 14th, 15: Online Store Promotion March 14th, 15: Cooking tips March 13th, 15: Food ads March 13th, 15: Recipe ads March 13th, 15: Online Store promotion March 12th, 15: Cooking tips Twit March 12th, 15: Cooking tips March 11th, 15: Online Store ads March 11th, 15: Food ads March 11th, 15: Food ads March 10th, 15: Food ads March 10th, 15: Food ads

Youtube March 16th, 15: How Blue Apron works 2 weeks from March 18th, 15: How to Small dice Onion 2 weeks from March 18th, 15: How to Supreme Citrus Fruit Earn and Paid media A Practical Wedding Blog: http://apracticalwedding.com/2014/07/cookingwith-blue-apron/ YouTube – Vloggers’ review: https://www.youtube.com/results?search_query=blue+apron+review

Hien Pham 5.2 Examples

Figure 5.2a: Facebook Page

Figure 5.2b: Twitter Page

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Figure 5.2c: YouTube Page

Figure 5.2d: Instagram Page

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Figure 5.2e: Pinterest Page

Figure 5.2f: Paid Media

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Figure 5.2g: Earned Media

5.3 Message and Creative

Objectives

Facebook & Twitter

Youtube

Instagram & Pinterest

- Provide consumers

- Driver traffic and

- Promote and

additional information - Increase traffic for main websites and interaction rate - Drive sales and retention - Maintain relationship

sales - Improve the interaction levels - Engage with

maintain the inspiration and company’s value - Build and tighten the

consumers and keep

relationship with

them active and

consumers.

responsive

- Increase the responsive levels

with consumers

Hien Pham Method

Inform new dishes,

Cooking tutorials and

Photos, short videos,

recipes, cooking tips,

tips and how Blue

moodboard

new items, promotion

Apron works

with different means (links, messages, photos, video, #) USP

A better way to cook,

Everyone can be a chef

Cooking is fun, Food

new recipes every

with Blue Apron

is art

Cooking tips, recipes,

Famous chefs, step by

High quality photos

promotions, holiday

step demonstration,

features

conversation

- Keep consumers

Icebreaking the

- Keep consumers

updated and active

skepticism to give Blue

updated and active

informed

Apron the first try.

informed

- Maintain excitement

Being informative and

- Maintain excitement

and active interaction

inspiring

and active interaction

- Friendly and creative

Keep the image live and - Friendly and

reminder

appealing

creative reminder

Appeal

Emotional

Tone

Friendly, creative,

Inspiring, creative,

Creative and inspiring

playful, informative

vivid and caring

week Features

Benefit

and respectful

Hien Pham Graphic

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production, diverse, different character Call to

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5.4 Effectiveness of the Communications Tool

Figure 5.4a: Twitter Evaluation on Marketing Grader

Figure 5.4b: Facebook Evaluation on RivalFox