The Window Agency by Jessica Laurello

the agency

“When the rest of the world sees a wall, we see a window.” - The Window Agency

Table Of Contents Executive Summary

History

Our Target

Research + Planning

Insights

Creative Brief

Campaign Objectives

4 Steps to Maximize Potential

Pro - Social

The Breakdown

Evaluation

The Crew

Executive Summary Sh*t. I totally should’ve ________ today. (Insert above: cleaned my room, e-mailed that client, called my mom, went to the gym, woken up earlier, finished my assignment, picked up conditioner, done my laundry, etc.) Every night, just as I’m about to enter into that beautiful thing they call sleep, my brain decides it’s time for it to start doing back-flips. Why didn’t I just quickly e-mail that client before I left work today? Now that’s something else I need to worry about in the morning. And instead of grabbing that cab home, I so should’ve brought my running shoes into work and jogged to the gym for a quick workout. Even worse, I’m on my last pair of undies… I totally should’ve thrown a load of laundry in before eating dinner. Meanwhile, I have my roommate, friends, boyfriend and parents to keep track of on a daily basis in addition to my crazy work schedule and trying to keep this tiny apartment clean. I swear that there are just not enough hours in the day and for once, I just want to lay my head on my pillow and pat myself on the back with a “Good job Jen, you killed it today.” Maybe then I can limit my brain to forward rolls, rather than the traditional nightly back-flips. Between all of the running around and general craziness that has become my life, the only thing that helps me get through the day productively is Go Girl. With Go Girl in my hand, I know I can handle any unexpected turns that come my way and finally, at the end of the day, give myself a damn well-deserved pat on the back. No, it is not just the health benefits or good taste that makes me choose Go Girl over every other brand… It’s that Go Girl gets me and all of my flaws.

History There was once only one source in which consumers could gain a significant energy boost: coffee. Since energy drinks have hit the market, the industry has begun to change. Energy drinks have become a beneficial source for re-energizing consumers in a quick, efficient but temporary way. With both Red Bull “giving you wings” and Monster “unleashing the beast,” this dominant masculine market focuses on giving the consumer a short-term power boost they need to feel invigorated. Now that people are reading up on the long-term effects, the typical energy drink has been associated with many negative connotations. With all of the fake sugars and processed ingredients, consumers, especially women, have been seeking out more natural approaches to obtain energy through ways such as taking vitamins, working out, drinking health smoothies and more. Although healthy, most of these alternative options are unable to give consumers the full-fledged caffeinated boost they need to stay motivated throughout the day. Female attitudes within this market are also beginning to change. They don’t want a drink that will provide them with only energy, but rather a beverage that gives them this energy in an all-natural type of way that allows for revitalization yet still maintains their health-conscious focus. They want a brand that truly understands their lifestyle and their needs, not just one or the other. Yes; women need that boost of energy to get them through the day, but not one that contains artificial ingredients such as glucuronolactone and phenylalanine that they aren’t even able to pronounce. Women need an energy drink that understands all of their needs but is able to get the job done. This is where Go Girl comes in.

Our target Women, 19-25 She is health-conscious, driven, and wants to get the most out of every day. To avoid feeling as though she did not accomplish all that she wanted, she relies on coffee as a source of energy to get her daily tasks done. She is preparing for a transition on her life.

[ Sub-targetS ]

Women 19-21

She is in the peak of her academic career, preparing for her professional life postgrad. She needs that extra boost on a Monday morning to get her motivated before completing her major tasks including class and applying for internships, while also helping her get the minor things done such as cleaning her room.

Women 22-25

She is recently graduated from college and has just started that new 9-5 entrylevel position, trying to make her way up the totem pole. She needs a boost of energy to enable her to go beyond what is required at work, and have the energy to get those tedious errands done after she leaves the office.

Hi, I’m Jen. I am 23 years old. Women 18-24 are more likely to drink energy drinks in the last 6 months (regular can, not shot) than any other age category (Index number-259). -MRI

A year ago, I graduated from UC: Santa Barbara in California with a bachelors degree in Business. I currently work as the Accounts Payable Manager at a construction company. MRI tells us women in this category work primarily in sales and office occupations (Index-135) or management, business and financial operations (Index-100). -MRI

I have had a few serious boyfriends over the years, but am currently single, focusing on my career. Women in this category, for the majority, have never been married (Index-174). -MRI

I have a really busy schedule at work, but try to make time to watch my shows every week. Although I have cable at my apartment, I usually stream my content through my Hulu account. I like to keep up with celebrity gossip and the latest fashion trends. I usually do this via Online blogs or through trending articles in my Facebook newsfeed. Women in this category are generally Light TV users (Index-131). They spend the majority of their time on the Internet, making them heavy users (Index-152). They are found to have a high frequency on the web streaming services, like Hulu (Index-172). -MRI

JEN’S FAVORITE MEDIA

JEN’S Energy

coffee Women in this category regularly drink coffee (Index-137). -Simmons

Cosmopolitan (Index-190), In Touch (Index-171), Allure (Index162), Vogue (Index-166), Hulu (Index-172), Pandora (Index-170), Ticketmaster (Index-163). -MRI

Jen is in the midst of the next chapter of her life and is excited to grow into herself. She is eager to explore new experiences and IS ready for something new. Women, 18-24, like to try new drinks (Index-151). -Simmons

Research + Planning

[Objectives] 1.

Do women use energy drinks? If not, how do we get them to start using energy drinks?

What is our targetâ&#x20AC;&#x2122;s current perceptions of energy drink usage and how do they view the category as a whole?

How can we make women not only care about Go Girl, but also become loyal consumers?

[Methodology] We broke down the research process into four unique phases. Each phase plays a different role in discovering the future strategy and current position of Go Girl in the beverage category.

[Research Phases] Phase 1 : Secondary Research We first conducted secondary research in order to get a general picture of the marketplace and understand the potential target for Go Girl and their perception of the brand. We used Simmons OneView, MRI+, Mintel, and various scholarly articles to discover how our target feels about energy drinks.

Phase 2 : Focus Groups To dive deeper into the target’s mind, we conducted two focus groups to discover how our brand specifically stands out to the consumer and fully understand the brand’s current position in our target’s mind. We incorporated a research trick in order to test Go Girl’s taste compared to the big competitors in the category, Redbull and Monster. We provided three cups that contained one of the three drinks in each, and asked the participants to try each and answer questions about each drink in respect to its taste, appearance (without the packaging), the characteristics of the drink, and which drink was the preferred choice.

Phase 3 : In-depth Interviews After conducting focus groups and our research trick, we then conducted 20 in-depth interviews to even further understand the consumer and their relationship with the brand. We conducted interviews with both people who already have a relationship with the brand as well as with potential Go Girl drinkers.

Phase 4 : Survey For the final phase, we constructed a carefully designed survey to understand the consumer at a broader level. We received 122 completed surveys for the seven days that it was up and running. The participants in the survey were all women and 64% were within the age range of 19-21, 19% in the age range of 17-19 and 17% within the age range of 22-25, respectively. The survey focused on the consumer’s feelings about health, leading a proactive lifestyle, as well as what they think about energy drinks overall.

Based on: 2 focus groups • 17 in-depth interviews with non-users • 4 in-depth interviews with Go Girl users • 3 databases

[ Swot analysis] Strengths Health benefits • Taste • Cause association • Energy level increase • West Coast • Prone to new trends and fads

Weaknesses Packaging • Negative connotation of ‘energy drink’ • Lack of funds • Target does not drink energy drinks • Target does not like “girly” vibe

Opportunity Can start a fresh new product category among target • New product category can develop new trend among age group • Altering the packaging can attract a wider audience • Women 18-24 are extremely likely to try new drinks

Threat Masculine industry • Saturated market • Cluttered market • Coffee is the main source of energy among the target

[ Competitive perceptual map] Healthy

Go Girl Energy Smoothie

Protein Shake

Tea

Low energy

High energy

Coffee

Soda Energy Shot

Energy Drink

unHealthy

Go Girl offers consumers in our target both a healthy and energy boosting beverage.

81%

Of women drink coffee as their morning pick me up.

}

{

Only 2% of women consider energy drink products their “go-to” when looking for a quick pick-me up.

77%

25%

Of women think they are

“very productive” during their day.

Of women drink energy drinks less than once a month, if at all.

64% Of women we surveyed said they like women targeted products, but not if it’s over done.

Only

[ Primary Research]

70%

Of women we surveyed said Garcinia Cambogia gives a product positive edge.

[ Secondary Research] Through analyzing 3 databases as well as searching through numerous research reports, Millennial women's attitudes toward energy drinks, fitness and a healthy lifestyle became clear. In Mintel, we focused on three reports: "Energy Drinks," "Marketing Health to Women" and "Vitamins, Minerals, and Supplements." We drew most of our insights from the "Energy Drinks" report, specifically focusing on the consumer's attitudes toward the energy drink market. We found that nearly 6 in 10 current users of energy drinks admit that they worry about their overall health when drinking them. Similarly, 35% of consumers have decreased their intake of energy drinks because of their negative health effects. This proves that consumers are aware of their harmful effects and are looking for alternative sources of energy to keep them awake throughout the day. Additionally, 6 out of 10 women say that they engage in healthful habits and watching their diet. The concept of living a healthy, proactive lifestyle is very important to women, primarily through focusing on two main realms: physical health and mental health. We learned a lot about consumer's attitudes toward energy drinks from researching The Hartman Group. The Millennial consumer reads product labels solely for calories and sugar intake, not for overall nutritional value. Instead, they base their initial decisions about the healthiness of the product from gut feelings. Simmons revealed that Millennial women like to try new drinks, but are also avid coffee drinkers. Additionally, on MRI+, we found that the index numbers for Digital and Outdoor media were extremely high, proving that these platforms would be the best way to reach our target. From Forrester, we confirmed that building trust over buzz is fundamental in building a beverage brand. In a cluttered marketplace, it is essential for beverage brands to distinguish themselves from their competitors by establishing trust with their consumer, which many brands neglect to do. After viewing Mintel, which indicated that consumers have been skeptical of purchasing energy drinks because of their negative effects, GG needs to prove they can provide something different.

[ Key findings]

“Coffee is my go to energy drink.” “I feel more accomplished when I finish a task I dreaded doing to begin with...”

“I like products that are marketed to girls, but I don’t like when it’s too girly-girl.”

“When I need to get something done, I’ll do anything to stay awake.”

“I wish there was an extra hour in the day.” 10

Insights

Game Changers Women don’t like energy drinks or the term ‘energy drink.’ “I would drink an energy drink if I knew it had the same effects as coffee and was better for you.”

A positive mental state equates a healthy lifestyle in a woman’s mind. “To women, a healthy lifestyle is more comprehensive than just being about diet and exercise.”

Women like products that are marketed towards women, but are turned off by products that are too girly. “I don’t like to feel like a Barbie when I’m walking into a professional environment.”

The Big Idea Women hate that “Sh*t, I should have done that today” moment. Through our research and insights, we boiled everything down to one simple fact: at the end of the day, women want to be the best versions of themselves. They believe that they are unable to achieve their personal potential when they don’t have enough hours in the day to complete all of their daily goals. Go Girl serves as the bridge between a woman’s regular self and the ultimate version of herself. What matters most to them is finding a product and brand that can help them cross this bridge while still resonating with their personal beliefs. Our goal is to make Go Girl that brand for every woman. Our campaign will prove how Go Girl is the bridge between who you are at this very moment and the best version of yourself.

Creative Brief Objective To primarily gain the target’s trust as well as increase brand awareness while establishing Go Girl as the relatable women’s brand that gives you that extra push in the right direction.

Target Young, professional women, ages 19-25, who want to avoid having those “Sh*t, I should have done that today” moments.

Insight Women don’t want the bare minimum.

Proposition To influence the target to buy Go Girl because Go Girl understands them and wants to help this target reach their full potential.

Reason to Believe Women hate energy drinks, feeling overly girly, and accomplishing the bare minimum. Go Girl is here to create a new product category that redefines the term “energy drink” and revitalizes a woman’s proactive lifestyle in a guilt-free way. Go Girl is here to change the game.

TonE Your Coach: instrumental, motivating, dynamic, influential, yet warm-hearted.

Campaign Objectives

[ Business objectives] Increase market share by 5% in one year. Increase product sales by 10% in one year.

[ Media objectives ] Increase brand awareness by 30% in one year. Create high ratings of attitudinal measures of relatability and trust by 15% in one year. Increase recognizable social media presence by 15% in one year.

4 Steps to Maximize Potential 15

Step #1: First Impressions are Everything We’re all about girl power, but the consumers have spoken and although they like female geared products, they don’t want to feel like life-size Barbies. It’s time for a makeover- Go Girl Energy Drink has been caking on the makeup and we’ve decided to adopt a more natural look. Just like their consumers, Go Girl Energy Drink has nothing to hide; they offer a high quality, healthy drink option that boosts a woman’s energy level in a positive way. Just like when you’re applying your mascara, less is more. It’s time to reflect the true beauty Go Girl gives its consumers by matching it with its new natural look.

Just like all women, Go Girl must grow. Women are constantly changing to become even better versions of themselves and the same is true for Go Girl. Go Girl Energy Drink will no longer go by “Go Girl,” but instead be known as GG Energy. GG Energy is still female-geared, but in a way that doesn’t make its consumers feel overwhelmed. The new sleek look and shorter name allows consumers to visually register how natural and refreshing the product actually is.

[ New Look]

COnclusions After conducting focus groups, we discovered of the 5 flavors Go Girl offered, only 3 stood out with participants from our target market. By cutting the flavors down to the three consumer favorites, we will be able to also change the bottle to a more sleek plastic resealable bottle that actually allows women to take it on the go.

Step #2: Bringing GG Energy to life “If you had an extra hour in your day, what would you do?” GG Energy wants to help consumers maximize their days by giving them the ability to multi-task healthy and fun on their lunch break at work. After asking members of our target audience what they would do if they had an extra hour in their day, 76% of them said they would choose to exercise, but in a fun way. What better way to revitalize yourself and your day than with a bottle of natural GG Energy paired with a hour of fun exploring a pop-up trampoline park or climbing a rock wall? GG Energy will hold 20 events at various locations where GG Energy already exists in an effort to give employees an extra hour in their day to do activities they otherwise wouldn’t be able to. At each event, there will be an outdoor rock wall and trampoline park. Local (healthy) food trucks as well as the GG Energy Mobile will be there to provide lunch and beverages for employees. The events will be held on Wednesdays as a midweek pick me up and complimentary GG Energy will be given to employees. At this time, offices will also be able to place mass orders for GG Energy to fill vending machines, office refrigerators and cafés.

*Locations of trampoline/rock wall events. *Locations of OOH.

The GG Energy Mobile

COnclusions GG Energy has to find its niche in the market. Guerrilla campaigns like this generate the type of media impressions consumers can remember. We want consumers to experience our brand, not just drink it.

[

Step #3: Creating a conversation

We are challenging students who maximize their days with GG Energy to prove it in a small, creative tweet for the ultimate prize of starting life after college debt free. Students graduating college fall right within GG Energy’s target market; in fact, they are the sweet spot. What better way to help these future doctors, bankers and maybe even President of the United States then to release them from the only thing sadder than the fact college is over- student loans. This sweepstakes will not only generate tons of free media coverage but will also create a bridge between this generation of “new adults” and GG Energy.

UNIVERSITY Paying it forward by paying your debt. School us with how you maximize your days with GG Energy in 140 characters or less and get the chance to have GG Energy pay off your student debt!

So now you’re probably thinking, “What’s the catch?” Well there is no catch. GG Energy is all about maximizing your time and having enough of it to do things that really make a difference. We don’t have time for a fancy, fluffy contest and we wouldn’t want you wasting your time on one. Take a swing at tweeting to win- you’ll probably notice organizing your thoughts to win up to $35,000 in 140 characters or less is a lot harder than making a 10 minute video. Good luck and happy tweeting! #ggEnergyU to enter your tweet, I guess you only have 130 characters... Let the games begin!

]

this or that? 30 Day Challenge

Purchase a pack of GG Energy to gain an access code to the “this or that?” app. We are challenging women ages 19-25 to replace their current caffeine consumption with GG Energy. The “this or that?” app allows consumers to track their GG consumption and see the benefits it is giving them vs. the negative effects of coffee/soda/other energy drinks (calories, sodium, sugar, vitamins, energy, etc.). Once our target sees and feels the difference, they won’t be able to go back to their usual routine.

this or that?

The Incentive: If you complete the 30 Day Challenge, you will receive a 15% off coupon for GG Energy that can be used for the rest of the year. The app will offer a side by side comparison of GG Energy against it’s competitors. The 30 day challenge will allow consumers to see in real time how replacing other energy options with GG Energy can improve their health and day to day life.

To promote the 30 day Challenge, we will contact popular influencers (health bloggers, magazine editors, celebs, etc.) and send them a case with their own personal access code. We will use social media to contact bigger celebrities to also challenge them to replace their current source of caffeine with GG for 30 days.

COnclusions By utilizing new media and social platforms, GG Energy will create a conversation with its consumers that will stretch into their everyday life, while allowing for organic communication to occur on its own. From our research, we know these young women are extremely social and constantly connected; our college debt sweepstakes and healthy challenge create solutions for 2 key areas of concern for our consumers- health and finance.

Step #4: Bringing it all together “Sh*t, I forgot to put my laundry in the dryer again...”

Minimize these moments. Maximize your day.

“Sh*t, I should’ve brought out the trash today...” Minimize these moments. Maximize your day.

*Please see p. 18 for OOH locations.

Pro-Social During their respective months, GG Energy will feature specialized bottles that celebrate both Breast and Ovarian Cancer awareness. Each flavor will feature a different organization in which the proceeds of that specific flavor will be donated to. GG Energy will continue donating its profits year round, but during the months of September and October, GG Energy will give an extra 5% to the Susan G. Komen Foundation, the NOCC and the Girls Love Mail Foundation. Supporting both Ovarian and Breast Cancer is a cause that is near and dear to GG Energy's heart, as so many incredible women are affected by it each year. We want to make sure that each of these women can return to a healthy state and become the best versions of themselves once again. GG Energy will also make appearances at each of these organization's events, such as the walks and runs that are put on to raise money for each respective cause. At the GG Energy sponsored runs, participants will be given free GG Energy as a thank you from us, while attendees will have the opportunity to purchase GG Energy as well. Through this effort, we will show women that GG Energy provides them with the healthy energy boost they need by acting as a coach and motivating them to do their best.

THe breakdown

[ budget]

[ Where + When ] Aug-14

Sep-14

Oct-14

Dec-14

Jan-15

Feb-15

Mar-15

Apr-15

May-15

Jun-15

Jul-15

Digital

TOTAL $ 182000.00

gg Energy U

$ 40000.00

Website

$ 2000.00

Banner Ads

Pandora

$ 10000.00

Ticketmaster

$ 130000.00

Social Media

$ 17500.00

Facebook