JRNL 402 Portfolio

P O R T F O L IO.

Jacoby Duckworth // Alex Hines // Brooke Pippins JRNL 402 // Fall 2012

A dv e rt i s i ng C a m pa ig n f or But t e r b a l l 's Rea dy to Ro ast C l ass ic W h ole Yo u ng T u r key.

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Butterball, LLC is an American brand

specializing in turkey, cured deli meats, raw roasts and other specialty products. It was originally established in 1940, but Butterball, LLC has been its own since 2006.

The Butterball headquarters is located

in Garner, North Carolina. This is where the company maintains a toll-free telephone line called the “Turkey Talk-Line” to help customers with cooking and preparation questions. With the Thanksgiving holiday being one of their most heavy calling days, the talk-line remains open during the holidays for all turkey troubles. They often use the slogan “Making Thanksgiving better.”

Our product is the Butterball Ready-to-Roast Classic Whole Young Turkey. It weighs 12

pounds and only takes two-three hours to roast at 375 degrees. This product line is different from the original Butterball turkeys because they don’t need thawing or extreme preparation. This turkey is perfect for beginners, since it requires no previous experience cooking a turkey.

Butterball’s current target audience is women during the holidays. These women often don’t

prepare but for larger events like Thanksgiving or Christmas.

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NE W TA RG E T AUDIENC E Demographics: Women Between the ages of 22-29 Married or unmarried

PSYCHOGRAPHICS: Lead an active and busy lifestyle Social media magnets Enjoy cooking and finding new recipes

Our target audience for the Butterball Ready-to-Roast Classic Whole Young Turkey is to women

between the ages of 22-29. These women are either married or unmarried, but many of these women do not have children to feed. They would often be feeding themselves, friends, or a significant other.

This target audience leads an active and busy lifestyle. Even though they have a hectic

schedule, they care about quality in their dinner. Because of this, they are often looking for new recipes in magazines, on cooking shows, and on websites like Pinterest. They are accessing media on a consistent basis.

It is important to these women that dinners do not take too much time out of their day. They

are the one to invite a group of friends to their apartment and throw a dinner party.

24 h o u rs i n t he l ife

At 6:00 a.m., 25-year- old Jessica wakes to the jolting tone of her alarm clock. She frantically

hits the snooze button and lies in bed for another 10 minutes until she forces herself out of bed and into the shower.

Feeling refreshed, she heads to the kitchen to make breakfast, as she thumbs through her

favorite magazine for dinner inspiration, Everyday Food by Martha Stewart. She finishes her bowl of blueberry maple oatmeal and resumes getting ready for work.

At 7:20 a.m., she begins her daily commute to work, a 30-minute drive during which she listens

to her XM Radio.

She arrives at work promptly at 8:00 a.m. and begins sorting through her emails and

paperwork that sit on her desk. There is a memo on her desk that the creative department meeting will begin at 9:00 a.m. She grabs a cup of coffee and heads to the meeting where she sits among her co workers as they brainstorm ideas for a new Charmin advertising campaign.

The meeting ends at 11:00 a.m., and she gathers up her notes and heads back to her desk to

work on her assignments.

At noon, she walks down the street to a local cafe with a coworker for a deli sandwich and

salad for lunch. She returns to her office and finishes up her work for the day, while listening to her favorite Pandora station.

At 5:00 p.m., she changes into her gym clothes and drives to her local gym, where she spends

the next hour unwinding from the day. Returning home, she takes a quick shower, grabs a glass of water, and begins preparing dinner — chicken and mushrooms in a garlic and wine sauce, her latest Pinterest find.

After dinner and cleaning up the dishes, she catches up with her friends and social media on

her iPhone.

Before heading to bed, she sits down to watch her favorite reality show, the Bachelor. At 10:30 p.m. she brushes her teeth, washes her face, and then lays down while watching HGTV.

PR IM A RY R E S E ARC H

We conducted a survey through Google Documents for our target audience and had 50

respondents from September 12th through September 16th. The 23-question survey was distributed through Facebook and email. The results of our survey concluded that many women portray the idea of cooking a turkey very difficult, but our Butterball product is actually very easy to execute.

Our research confirmed that women are our primary audience because they do most of the

cooking and have more patience to cook a Butterball Ready-to-Roast turkey. Women that cook regularly can be categorized into a variety of ages, but because our product is so easy to prepare, we want to target a younger audience that can benefit from the product’s readiness. Those surveyed used almost every social media portal, as well as the new website Pinterest.

We want to direct our campaign towards the Ready-to-Roast line of turkeys because people

often associate the Butterball brand with their classic bird. Time was an important factor to our target audience because they lead such an active lifestyle. Through our survey results, we have found that 100 percent of this target audience would rather cook the Ready-to-Roast Classic Whole Young Turkey on a weekday versus a classic turkey.

C R E AT I V E B R I EF What to we want to accomplish?

To introduce the Butterball Ready-to-Roast line to the next generation of inexperienced females and to show them how easy it can be on a weekday.

Whom are we talking to?

The campaign is directed towards females ages 20-26 who have recently graduated from college, both married and unmarried.

What do they think now?

They are indifferent to this line of turkeys. They either do not have much knowledge of the product, or they do not know how it can benefit them.

What do we want them to think?

Ready-to-Roast Butterball turkey has value for them. It is a quick, easy, and a convenient fix for dinner.

Why should they think this?

In addition to the ease of preparing a Butterball Ready- to-Roast turkey, the company maintains a phone line to assist customers with questions about cooking the bird, on both Thanksgiving and throughout the year.

What is our message?

Faster than you can say “ready to roast.�

POSI T IO N I N G L INE & RAT IO NALE " F ast er th a n yo u ca n s ay 'r ea dy to ro ast' " This line expresses how fast and easy the Butterball Ready-to-Roast Turkey is to cook. Since there is no preparation needed and cooking time is just two hours, the turkey can be on the table in a fraction of the time it takes to prepare a traditional bird.

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RA DIO C O MM E RCI AL featu r ed on pa n d o r a i nt e r net r a dio FEM ANNCR:

Let’s talk turkey...about cooking a turkey.

SFX:

(HALF A DOZEN VOICES CHANTING) Gobble, gobble.

FEM ANNCR:

It’s not so tough.

SFX:

(HALF A DOZEN VOICES CHANTING) Not so tough, not so tough

FEM ANNCR:

Come meet your match, our tender juicy and easy-to-prepare Ready-to Roast Butterball turkey. It weighs 12 pounds.

SFX:

(HALF A DOZEN VOICES CHANTING) 12 pounds of easy, 12 pounds of easy.

FEM ANNCR:

All you have to do is remove it from the bag and pop it in the oven.

SFX:

(HALF A DOZEN VOICES CHANTING) Butterball in the oven, Butterball in the oven.

SFX:

Ding of a timer going off.

FEM ANNCR:

Now you’re ready to serve up a slice of golden turkey. Congratulations, we won’t tell anyone it took just 2 hours, if you don’t.

A dv e rt i s i ng C a m pa ig n f or NEIL L A N E E NGAG EM ENT RINGS.

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The brand name of Neil Lane was created by Neil Lane

himself in 1989. Lane, a jewelry collector and designer, created his jewelry company in Los Angeles.

His jewelry is well-known for being prestigious among

the Hollywood stars and is most commonly thought of as expensive. Neil Lane’s jewelry has been seen and worn on many stars like Renee Zellweger, Reese Witherspoon, Jennifer Hudson, Jessica Simpson and the late Elizabeth Taylor.

Once Neil Lane’s jewelry became well known, he

introduced a line of engagement rings at Kay Jewelers. This line consists of 41 Neil Lane Bridal ® engagement rings at Kay Jewelers, ranging in price from $2,599 to $15,679. Our campaign will focus strictly on this line at Kay Jewelers.

The benefits of purchasing a Neil Lane engagement ring lie in the hand-crafted quality, original

design, and glamorous reputation of the Neil Lane brand. Since Kay Jewelers is offering Neil Lane high quality engagement rings at an affordable cost, men can purchase a ring that relates to the stars, but not in price ($2,599 vs. $68,000). The current target audience for Neil Lane engagement rings is broad, ranging from A-list stars to the middle-class individual.

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NE W TA RGE T AUDIENC E Demographics: Male Over the age of 30 Average Income: $40,000-$100,000 Unmarried, but in a committed relationship Have been divorced within the last five years

PSYCHOGRAPHICS: Lead an active lifestyle Blending into new post-divorce lifestyle Thinking of marriage in near future Love sports

Our target audience for Neil Lane Bridal 速 engagement rings is to divorced men over the age

of 30. They have an average income of $40,000-$100,000, so these men are established in their careers and can afford a Neil Lane engagement ring from Kay Jewelers.

This target audience leads an active lifestyle with a strong interest in being fit and sports. They

are often accessing the Internet and television on a daily basis. Some men in this audience also have experience using online dating websites, and many are optimistic about using them.

They tend to look back on their previous marriage in a negative light, but they are still optimistic

about future relationships. These men are in a committed relationship, but they are still trying to blend the changes of being divorced into everyday life.

24 H O U R S I N T HE LIFE

At 6:30 a.m., 36-year old Ken wakes up on a Friday morning to his iPhone alarm, slowly gets out

of bed and leaves the rumpled bed linen as he makes his way to his bathroom. He leaves the door wide open in the bathroom and starts the shower. As he plugs his iPhone into his speaker, he blares Pandora radio throughout his apartment and takes his five-minute rejuvenation.

After drying off and throwing on a pair of slacks and a dress shirt, he heads to the kitchen and

pours a bowl of Cheerios, which is his attempt of being healthy. He quickly kicks aside his daughter’s Barbies on the couch while searching for his keys — he hasn’t cleaned up much since his last weekend with her. He heads out the door to his car by 7:00 a.m.

As Ken quickly gets onto the Interstate for his 20-minute commute to work, he starts off listening to the

radio. When he can’t find anything good to listen to, he plugs in his iPhone again to listen to some classics on his iTunes. Ken runs into some unexpected traffic on his way to work, passing a lot of billboards while stopping and going at 10 MPH. He finally arrives at his office at 7:45 a.m. and pours his coffee before sitting at his desk.

Since it’s not tax season, Ken isn’t as busy as he’d usually be, so he fills up his mornings with a

few meetings, answering questions on the phone and goofing off with a few of his office friends. When his boss isn’t around, Ken usually checks websites like ESPN to check last night’s scores and articles about his favorite baseball team.

Once noon arrives, Ken heads five minutes down the street to grab a bite to eat. He goes through

the drive-thru and parks his car to eat his meal. While he’s munching on his sandwich in the parking lot, he checks his Facebook account and personal email on his phone and listens to the radio for background noise. He quickly starts up his 2011 Nissan Maxima and heads back to work.

Once he’s back at the office, Ken finishes up some last-minute paperwork and has a closing meeting

at the end of the work day. Once he’s finally on his way back home, he stops by his new gym and hits the treadmill and weights for about an hour while he’s listening to the radio over the gym’s speakers. As Ken is walking out of his gym, he texts his girlfriend of six months with his iPhone with plans with dinner.

Ken arrives home around 6:00 p.m. and heads into the shower. Once he’s done, he looks into his closet

to find the most hip outfit he can find, and he ends up choosing dark denims with a red polo. He picks up Jennifer, the girlfriend he met on Match.com, around 7:00 p.m., and he takes her to a local sushi restaurant.

After dinner, they head to a bar where they socialize with some of Jennifer’s co-workers. They are

listening to the bar’s music while they play pool, drink beer and sit at the bar. Ken casually glances at the bar’s TV screens to check his favorite baseball team. Once the night is through, Ken and Jennifer head home, have a little romance and fall asleep around 12:30 a.m.

PR IM A RY R E S E ARC H

We conducted a survey through Google Documents for our target audience and had 48

respondents from October 10-29. The results of our survey concluded that of all our participants, all being divorced in their lifetime, were married between 1-10 years before they were divorced. We interviewed both men and women, despite men being our target audience, so we could get a perspective from women as well.

In our research, we were primarily interested in how long the person was single before they were

engaged to be married again. In this survey, we found that the majority were engaged within 1-5 years of being divorced. Because our target audience have been divorced before, we decided to target men over the age of 30. Of these men, we found the most common media used in this audience was television and Internet.

Because we were interested in what our target audience thought of engagement rings, we asked

in our survey how important an engagement ring is or was for a marriage. To our surprise, we found the answers were sporadic. Although, men answered that an engagement ring was more important. This confirms that men do value a well-designed and handcrafted ring, and Neil Lane would be a promising choice for their next engagement.

C R E AT I V E B R I E F What to we want to accomplish?

To introduce Neil Lane Bridal engagement rings to divorced men who are in relationships.

Whom are we talking to?

The campaign will be directed at men who are divorced, over the age of 30, and in a committed relationship with a goal of remarrying. They are established in their careers and are making the adjustments to a permanent relationship.

What do they think now?

They recognize that a ring is part of the evaluation, but not top-of-mind.

What do we want them to think?

Neil Lane Engagement Rings are a second chance. We want to make them realize these engagement rings are elite over other brands.

Why should they think this?

Neil Lane Bridal engagement rings have platinum settings and top quality diamonds. They are hand crafted and offer vintage, yet contemporary designs.

What is our message?

On second thought, maybe it’s Neil Lane.

POSI T IO N I N G LINE & RAT IO NALE

"ON SECON D TH OU GH T, M AY BE I T 'S NE I L L A N E " This positioning line is based on the theory that the qualities Neil Lane Bridal represents is what makes the difference in an engagement ring. Neil Lane engagement rings are handcrafted and designed with care, and consumers will be able to see the contrast between these rings and other lines of engagement rings.

PR INT A DV E R T ISEM ENT 1

PR I N T A DV E R T IS EM ENT 2

BA N N E R A DV E R T ISEM ENT PL AC E D ON ESPN .COM

BI L L B OA R D A DVERT ISEM ENT

TEL E V ISIO N A DVERT IS EM ENT ES: THE SCENE OPENS DISS FROM A BLACK SCREEN TO A CU OF AN UNIDENTIFIABLE OBJECT COVERED IN DIAMONDS. THE DISS LASTS FOR 3 SECONDS. THE VIDEO IS DISPLAYED IN A BLACK AND WHITE FORMAT IN ORDER TO SET THE TONE FOR THE REST OF THE COMMERCIAL.THE CAMERA ZOOMS OUT TO A MLS TO REVEAL THE DIAMOND COVERED OBJECT IS A LARGE LETTER “H” THAT APPEARS TO BE IN AN OUTDOOR SETTING THE CAMERA SLOWLY PANS RIGHT THROUGHOUT THE SCENE TO REVEAL ANOTHER LARGE OBJECT THAT BECOMES CLEAR TO BE A DIAMOND RING THE CAMERA CONTINUES TO PAN RIGHT AS MORE LETTERS ARE REVEALED “L-L-Y-W” THE CAMERA PANS RIGHT TO REVEAL TWO MORE DIAMOND RINGS THAT ARE FOLLOWED BY THE LETTER “D” THE CAMERA PANS RIGHT TO REVEAL TWO MORE DIAMOND RINGS THAT ARE FOLLOWED BY THE LETTER “D” LS THE CAMERA ZOOMS OUT TO BRING THE ENTIRE SCENE IN FOCUS, REVEALING THE HOLLYWOOD SIGN COVERED IN DIAMONDS WITH THE O’S REPLACED WITH DIAMOND RINGS STATIC ON THE SCREEN FOR 5 SECONDS

MALE ANNCR (VO): Give her a piece of Hollywood MALE ANNCR (VO): On second thought, maybe it’s Neil Lane.

THE HOLLYWOOD SIGN DISS INOT A BLACK SCREEN WITHIN 3 SECONDS REVEALING THE NEIL LANE ENGAGEMENT RING LOGO, KAY JEWELERS LOGO AND POSITIONING LINE TEXT

MALE ANNCR (VO): Neil Lane engagement rings, exclusive to Kay Jewelers. Wow her, forever.

A dv e rt i s i ng C a m pa ig n f or PE T H E A D ' s d ry c lea n wat er less s p r ay s h a m poo .

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Pet Head was created by Kyara Mascolo, the original

creator of Bed Head hair care products, in 2007. The husband-and-wife team, Bruno and Kyara Mascolo, are the owners of Toni & Guy and former owners of TiGi Linea, Inc.

With a love for animals, Kyara was inspired to create

an edgy fashion-forward line of pet hygiene products. The Pet Head brand has the same high quality expectations and fun personality from other professional product lines.

The product packaging is what grabs one’s attention.

With bright and fun colors, the product stands apart from the sea of bland and boring pet shampoos on the shelf. Not only are they fun, but all pet shampoos and sprays are proudly made in the USA. Products range from $7.99 $13.99. Pet Head’s current target audience is to all pet owners, mostly with designer breed dogs.

Their website pethead.com hosts a blog that shares helpful and humurous posts about caring for

your pet, such as how to properly bathe your pet and the top 10 pet-friendly places in Los Angeles.

The “Pet Head Pack” consists of 17 pets with their own spunk and personality featured on their

website. Cats, dogs and even a miniature pig, make the list.

o u r p ro d uct The Pet Head line consists of shampoos, conditioners, and sprays like: Dirty Talk Deodorizing Shampoo Life’s an Itch Soothing Shampoo Dry Clean Spray Shampoo Fears for Tears Tearless Shampoo Poof! Magical Deodorizing Spray Feeling Flaky Dry and Sensitive Skin Shampoo Fur Ball Detangling Spray Furtastic Creme Rinse for Curly and Long Coat High Maintenance Leave-In Conditioner Me So Polished Brightening Shampoo Quickie Quick Rinsing Shampoo Pup n’ Fluff “Orangelicious” Wipes

ne w ta rget au dienc e Demographics: Female Dog owner Ages 21-30 Average Income: Above $61,000

PSYCHOGRAPHICS: Care about their dog’s cleanliness Value quality in dog shampoos and conditioners Willing to pay $20-$30 to have their dog groomed professionally

Our target audience for Pet Head’s Dry Clean Waterless Spray Shampoo is to women between

the ages of 21-30. They have an average income of above $61,000, so these women are established in their careers and can support a lifestyle including a pet.

This target audience leads an active lifestyle with their dog by their side, often visiting dog

parks and taking walks around the neighborhood. They have access to most media, but they most commonly are exposed to Internet, Facebook, outdoor advertising, and radio.

This audience finds importance in the quality of their dog’s shampoo and conditioner products,

but they often run into difficulties when bathing their pet themselves. With their dog as an important part of their life, they are willing to spend more money on a higher quality of cleaning product.

24 h o u rs i n the l ife

At 6:30 a.m., 24-year old Meghan wakes up on a Monday morning to her alarm and pushes

snooze to attempt at sleeping for five more minutes. Rosco, her 65-pound boxer, then jumps on her bed, making her get up. She quickly brushes her teeth, pulls her hair into a bun, throws on a pair of Nikes, and heads out of the door to take Rosco for a walk.

After the walk at 7:30 a.m., Meghan feeds Rosco while also brewing a pot of coffee. While

the aroma fills her house, she quickly jumps into the shower. After drying off and finding something to wear for the day, Meghan gives Rosco a new bone so she can cook her breakfast. She sits down to eat an egg and toast, and she slowly drinks her coffee while looking at news sources on her smartphone. At 8:30 a.m., she takes Rosco out once more and then crates him before she leaves for work at 8:45 a.m.

Meghan goes to work as a hotel concierge at the Hilton Garden Inn. After completing

customer services throughout the morning, she finally gets a lunch break at noon. Meghan quickly gets into her car and heads home to eat a microwave meal and lets Rosco out. She heads back to work and she listens to Pandora radio in the car’s background. While Meghan waits for the next hotel visitor, she browses on Pinterest and Facebook. Meghan leaves work at 4:30 p.m. and walks Rosco to the local dog park to socialize him with the other dogs.

At 5:30 p.m. Meghan walks Rosco back to her house and begins cooking dinner for herself

and her friend while Rosco eats his dinner. While cooking, Meghan flips through a Vogue magazine and pours a glass of wine. Meghan's friend Tom arrives at 6:15 p.m. and they talk about their week while she sits over the stovetop. They start eating at 6:30 p.m.

After dinner, Tom throws the ball for Rosco in the backyard and they talk while sitting on her

patio furniture until 8 p.m. While outside, Rosco finds something dead in the yard to roll around.

Meghan rolls her eyes and knows she has to bathe Rosco before the night is over. She heads into the house and clumsily tries to drag Rosco into her bathtub. She isn’t very successful, but Rosco at least doesn’t smell as bad.

At 8:45, Rosco lays down while Meghan watches television and checks her email, Facebook,

Twitter, and Pinterest. At 9:45 p.m. Meghan brushes her teeth, cleans up, and then lets Rosco out before she heads to be at 10:45 p.m.

p r im a ry r e s ea rc h

We conducted a survey through Google Documents for our target audience and had 48

respondents from November 13-20. The results of our survey concluded that while 58 percent of the pet owners we surveyed bathe their dog themselves, many of them have trouble keeping their dog in the bath. Forty-one percent of the surveyors had never heard of or used Pet Head products, so we will also be creating awareness with our campaign with guerilla advertising.

Our research also uncovered that women are our primary audience, with this gender

consisting of 90 percent of all survey responses. There was a wide variety of ages, but a majority fell in the ages of 21-25 years old. The most common media used among those surveyed was Internet, Facebook, Television, and Radio.

We decided to direct our campaign towards the Pet Head sprays to help pet owners freshen

their dog’s scent when a bath is not available. Quality was an important factor to our target audience when deciding what dog grooming product to buy. Through our survey results, we have found that our target audience values their pet’s hygiene, but they also run into the trouble of common bathtime messes.

cr eat i v e b r i ef What to we want to accomplish?

To introduce Pet head dry sprays to women who own a dog of any size.

Whom are we talking to?

The campaign will be directed at women who are willing to spend more on their pet than the average pet owner. They are established in their careers and tend to consider their pet their best friend.

What do they think now?

They currently value products that help their pet smell better, but are unaware of our product.

What do we want them to think?

Pet Head Dry Sprays are the solution to not bathing their pet every week & making their pet smell better.

Why should they think this?

Pet Head products have the highest quality with a fun twist that come straight from the professional lines. All products are made in the USA. What is our message?

Take Back Bath Time.

pos i t io n i ng l ine & Rat ion a le " Ta k e B ac k Bat h T im e."

Due to our products relation of freshening up without a bath, we decided “Take Back Bath Time� for our positioning line. Through our primary research, we found that many pet owners had problems keeping their pets in the bathtub or other issues when bathing them. Our product is the solution to the bathtime troubles, and our positioning line shows that you can still groom your pet at home with control.

p r int a dv e rt ise m ent

I CAUGHT THE SKUNK, AND I ROLLED IN IT. For all the things your dog gets into, Pet Head始s Dry Clean Waterless Spray Shampoo will help you heel their hygiene. Take back control and tackle all of the canine chaos.

Take Back Bath Time.

tr a ns po rtat io n a dvert is e m ent

I RAN THROUGH THE COCABURR BUSH.

YOU始RE WELCOME.

Take Back Bath Time.

bi l l b o a r d a dv ert ise m ent

I FOUND THE RED ICING. IT WORKS AS HAIR GEL, TOO.

Take Back Bath Time.

geu r il l a a dvert is e m ent p ro d uct at d o g pa r ks

thank you.