+ NATURE始S OWN + DENVER STRATEGIES FOR ENTERING A NEW MARKET
the / zimmerman / agency TROY CAPASSO | LIZZIE EADS | CHELSEA ELLIOTT | JODECI RICHARDS
Tuesday, July 23, 2013
ABOUT DENVER
Tuesday, July 23, 2013
ABOUT DENVER | QUICK FACTS 620,000
TOTAL POPULATION (US CENSUS)
34 MEDIAN AGE
50%
50%
WOMEN
MEN
(US CENSUS)
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(US CENSUS)
ABOUT DENVER | LIFESTYLE
“THINNEST” CITY (ACS)
205 CITY PARKS (DENVER.ORG)
6th BEST PLACE FOR EXERCISE
5th FITTEST CITY (AMERICAN FITNESS INDEX)
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(MENʼS HEALTH)
ABOUT DENVER | TARGET MARKET
46% WOMEN 25-54
86% TRY TO EAT HEALTHY
50%
MEN
(SCARBOROUGH)
26%
50%
WOMEN
COOK FOR FUN (SCARBOROUGH)
(US CENSUS)
57% WALK/JOG (SCARBOROUGH)
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STRATEGY OVERVIEW Event-based
- Physical presence - Engagement - Promotions Create local recognition Solidify Nature始s Own as a Denver Brand
Tuesday, July 23, 2013
EXECUTION I: NATUREʼS OWN BREAD ROLL
The Nature’s Own Bread Roll is a snack truck that attends Denver events and appears at notable venues for a year. The Bread Roll is meant to become a constant fixture in the Denver scene by engaging residents.
Tuesday, July 23, 2013
OVERVIEW New snack truck campaign Two campaign blocks
- September-November - March-August 2-3 outdoor venues/events per week Menu of 3-5 free & priced items 5 Nature始s Own brand ambassadors
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OVERVIEW Roaming Hunger Inflatable Loaf
- First 2 months Promotional items Kids Zone
- At major events
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NATUREʼS OWN KIDS ZONE Decorating Natureʼs Own sandwich containers Bread Bowl “Bread” Jenga Loaf eraser
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PROMOTIONS Facebook
- On-site ʻlikeʼ, update, tag, check-in - #DenverBreadRoll Twitter
- On-site follow, mention, hashtag - #DenverBreadRoll - Follow Denver events/venues Pinterest
- Bread Roll board
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“THE #DENVERBREADROLL IS HANGINʼ OUT BY @BOTANIC IN DENVER! COME SEE US AND GRAB A SNACK ON NATUREʼS OWN!”
64% LOGIN TO FACEBOOK (SCARBOROUGH)
EXECUTION II: NATUREʼS OWN BREAD CRUMBS
Nature’s Own Bread Crumbs are redeemable codes found around the Denver area. Both stationary and mobile, the purpose of the crumbs is to get Denverites engaged and excited about Nature’s Own while doing what they already do: lead active lives. Tuesday, July 23, 2013
OVERVIEW What are crumbs?
- Redeemable codes Where do you collect crumbs?
- Stationary - Roaming How do you collect crumbs?
- Microsite - Enter code - More slices = more stuff 47% USE PHONES TO ACCESS INTERNET (SCARBOROUGH)
Tuesday, July 23, 2013
OVERVIEW Engage Denverites in natural environment Consistent and constant fixture Launch in late August Campaign activation in two blocks
- August-November - March-July
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PROMOTIONS Facebook
- Roaming crumb locations - On-site ʻlikeʼ, update, tag - #DenverBreadCrumbs Twitter
- On-site follow, mention, hashtag - #DenverBreadCrumbs “WE KNOW YOU WANT THAT FAMILY VACATION. AND NOW IT CAN BE ONE STEP CLOSER! VISIT OUR ROAMING CRUMB AT THE SPROUTS FARMERSʼ MARKET TO GET YOUR CRUMB CODE!”
Tuesday, July 23, 2013
55% USED COUPONS (SCARBOROUGH)
EXECUTION II: B-CYCLE FOR BREAD
B-Cycle for Bread is a nonprofit initiative led by Nature’s Own and Denver B-Cycle to tap into something that really defines Denver. By offering donations, we show Denver residents that we’re not just about entering this new market, we want to become a part of Denver. Tuesday, July 23, 2013
OVERVIEW “... large-scale municipal bike sharing system” Partner for 2-4 weeks in spring Each bike shared = 1 donation
- Food Bank of the Rockies Alternative: Participants choose nonprofit Facebook & Twitter
- #BCycleforBread
“THEREʼS NOTHING BETTER THAN GIVING BACK. SO JOIN @NATURESOWN AND @DENVERBCYCLE TO FEED THE HUNGRY WITH #BCYCLEFORBREAD”
40% MORE LIKELY TO BUY BRAND THAT SUPPORTS CHARITY (SCARBOROUGH)
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MEDIA SUPPORT
Media support include ways to bring general Nature’s Own brand awareness to Denverites.
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SOCIAL MEDIA SUPPORT Facebook Twitter YouTube
- Promotional videos Mom Blogs
- Broad reach - In exchange for ad space
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34%
TRADITIONAL MEDIA
GET COUPONS FROM NEWSPAPER
Radio
(SCARBOROUGH)
- Nature始s Own commercials - Event commercials Print
- Newspaper circulars - FSIs - In-store circulars - Magazine ads Television
- Nature始s Own commercials - Local news
85% LISTEN TO FM RADIO (SCARBOROUGH)
Tuesday, July 23, 2013
RECAP Create local recognition through events Appreciate / appeal to sense of community Bread Roll Bread Crumbs B-Cycle for Bread
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THANK YOU!
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Tuesday, July 23, 2013