Renona Criss, KaDee Ellis, Wade Harworth, Michelle Pavlack, Ali Shore
Table of Contents
Branding Plan
1-11
Research Insights
1
Social Media Listening
2
Brand Mission
3
Audience
4
Brand Message
5
Brand Personality
6
Positioning
7
Visual Brand Identity
8
Mood Board
9
Branding Map
10
Big Idea/Timing
11
Video Content Plan
12-24
The Crave
12-16
Tea Tunes
17-20
The Arsen Avakian Story
21-24
Distribution Plan
25-26
About the Authors
27-28
Branding Plan
Business Research Insights Human values lie deep within the company as well as the community it surrounds. -Argo Tea has reinvigorated the category -Tea has become fresh, fun and simple -Three years ago they began to bottle -Chooses not to franchise -Partnerships lie in the Middle East -The consumer is always referred to as ‘She’ -35 Stores in the US and Middle East -Looking to expand to 40 in the coming year -30% of business is done B2B (Business to Business) “Stirring the souls and doing good for the CommuniTEA is our secret ingredient…” - Arsen Avakian
Consumer Research Insights
We listened, shared, talked and drank a lot of Argo Tea with the millennial consumer, both men and women brand: -Argo Tea’s goal to make tea tasty and healthy with the perfect tea mixologist is being clearly communicated and understood by the consumer “They know how to make my perfect blend! The best spot around, for sure!” - Keith, Age 24 -Consumers appreciate the balanced ingredients Argo offers - Food is fresh and baked every day.
especially at a coffee/tea shop.” - Betty, Age 23 -Reasoning behind having a glass bottle instead of plastic: -Reusable project -Stays with the consumer -Sustainable -Argo can be with the consumer at all times
1.
Branding Plan
Social Media Listening
2.
Brand Mission
Branding Plan
"One Customer, One Cafe, One Bottle & One Country at a Time." Argo has a passion for bringing teas directly from growers around the world, blending them into unique and delicious signature beverages and teas. Committed to working with the best local, global tea, coffee and food artisans, Argo Tea keeps sustainable business practices top of mind. Argo Tea cares about the conservation of natural resources and contributes back to the communities to promote a healthy lifestyle. “One customer, one cup, one bottle and one country at a time” is the genuine “Argo Experience” through the approach of rediscovering the diversity and tradition of teas. Argo promotes diversity by empowering their employees and leveraging their customers’ feedback, which together results in the best products, people and business, creating the unique “Argo Experience.” Strengths -Well known tea cafe -Bottled tea is also well known in local grocery stores -Recognized as a cafe that gives back to local charities -Customers at Argo know what environment to expect: -Great vibes, excellent customer service, quality tea -Increase sales and reach a broader consumer base by partnering with more grocery stores to sell the Argo Tea bottles nation and global wide
Opportunities
Weaknesses -Argo is not completely national with their teaosks. -Argo teaosks can be considered expensive for the average middle-class consumer
-Argo has a unique feel and unique products, however many competitors also have bottle tea and may have or could open up more teaosks depending on the location -Starbucks buying Teavana is a threat because they could easily expand Teavana and open more locations to compliment the Starbuck’s locations
Threats 3.
Branding Plan
Audience Day in the Life of an Argo Tea Customer
embraces and lives the Argo lifestyle. These are men and women in urban to college settings with a steady income. They enjoy health conscious experiences and a calm atmosphere where socializing with friends is easy. So easy, they can get work done as well. -Demographics: Women/men, urban living, $50k+ income, age 18-49 -Psychographics: Health conscious, enjoys calm atmosphere where she fresh lifestyle with awareness of modern design and sustainable environment
4.
Branding Plan
Brand Message With the commitment to working with local artisans and contributing back to the community, Argo Tea has secured a distinguished place within the market. In doing so, Argo has also promoted a healthy lifestyle through creativity and passion. All of which will be captured in our video execution.
“One Customer, One Cafe, One Bottle & One Country at a Time.�
5.
Brand Personality
Branding Plan
The brand personality of Argo Tea is one of community and creativity. Within every Argo location and
6.
walk into Argo and feel like they can create healthy and happy relationships within the space. The brand’s visual communications match the creativity within the brand personality perfectly.
Branding Plan
Positioning While researching other competitive tea bars and cafes, we discovered there is a strong web and social media presence that is lacking within the Argo brand. The main competitors are bigger brands and cafes with quality differences. Argo Tea is a unique business with a distinct creative atmosphere. We feel the innovation, originality and quality behind the company makes Argo stand out as a unique addition to the Food and Beverage category.
7.
Branding Plan
Visual Brand Identity
8.
The visual identity of Argo Tea is a combination of a healthy environment with a colorful ambiance and soothing feel all while conserving the natural resources. Argo is very open with consumers about what goes into their tea’s to make them so great: natural resources.
Colors: green, white, black, red (colors of tea and packaging) and earth tones
Branding Plan Mood Board
9.
Branding Plan
Branding Map
10.
Branding Plan
Big Idea/Timing The big idea behind our branding strategy and video plan is to capture this creative and outstanding community in order to increase the Argo Tea consumer base. Through the use of YouTube, Google Adwords and the emotional pull within our video, we believe we can spread the Argo message through one customer, one cafe, one bottle and one country at a time.
11.
Video Content Plan
12.
The Crave TREATMENT: Scene opens with an image of loose leaf tea, and spirals into many scenarios throughout the city of Chicago that build emotion. You hear the following line from a woman with an inspiring voice: ‘Nourishment. It’s a way our bodies survive. We nourish our bodies because we crave relief. The relief, what we crave. We crave the sweet smell, the serene sights and the tantalizing taste of romance, connections and community. That crave is backed by passion, diversity and creativity to make it special and desirable. What will your crave be?’ within her voice goes up and down. The build of the scenes happen in fast cuts). The idea is similar to the current Apple commercial to give you an idea of what it would be like. GOAL: Capture the passion of culture and ingredients through the Argo surroundings and experiences the Argo goer encounters everyday.
Video Content Plan
13.
Video Content Plan
14.
Video Content Plan
15.
Video Content Plan
16.
Video Content Plan
Tea Tunes TREATMENT: Customer orders one of Argos Cafe Signature Drinks and has a culturally musical experience. The employees will make music with the kitchen utensils and machines. The music will match up with the region in which the tea is inspired. For example,. Mojitea will play spanish music. The Carolina Honey tea will play country music. GOAL: Capture the passion of the Argo culture and ingredients through the creativiTEA and innovations behind the drinks.
17.
Video Content Plan
18.
Video Content Plan
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Video Content Plan
20.
Video Content Plan
The Arsen Avakian Story TREATMENT: Open with heartwarming and graviton music. Shot documentary style you see shots of a hospital. You hear cords of music playing. You then see Arsen strolling up and down the halls, looking joyous. His wife
As the moving scenes are playing out you hear the voiceover of Arsen explaining his story: 'Moments. Moments when your life changes. Changes in a ways that are riveting and mountain moving. These mountain moving moments can be fostered by passion, creativity and love. Creating a work of art. And when this work of art is natural and inspiring. It's special. I had the pleasure of experiencing my two results of passion intersect. In this moment I knew. I knew this moment was a result of passion. Argo Tea - fostering passion with real ingredients. This is our story.' GOAL: To convey the passion behind the brand in a manner that displays how Arsen’s story has come full circle.
21.
Video Content Plan
22.
Video Content Plan
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Video Content Plan
24.
Distribution Plan
Shareable. Trackable. Clickable. Distribution Plan: This piece of branded entertainment will be made public by May 2014 with consent from the Argo Team. demographics by location and interest to ensure the video is being seen by the target audience. Utilizing a 2,463,469. The video will also include a link that will carry the user straight to the Argo Tea website. This process makes it easy on the consumer when viewing the video to exploring different opportunities on the website and social platforms. entertainment. Key partners will be engaged in order to ignite the sharing process. Success will be tracked via Google Analytics. Demographics that are viewing the video, how many consumers are going to the website and the number of individuals clicking on the video will be collected and analyzed using this system. In result, this would provide us with the return on investment for the project.
25.
Distribution Plan 26.
How typical amount of views are generated based on campaign budget alone.
About the Authors
Michelle Pavlack Marketing: Digital PR Favorite Argo Tea: Mojitea Michelle is a Digital Public Relations major at Columbia College Chicago, graduating digital marketing and brand strategy as well as digital management. Being a foodie, adventures. Contact Michelle at michelle.pavlack@loop.colum.edu.
Renona Criss Television: Producing/Directing Favorite Argo Tea: Tea Sangria Nona is a Television Production/Directing student with an eye for creating beauty. A mother of four children committed to producing balance and quality in their diet. She has worked with the public over 20 years. Her motto is “ If you’re going to do it, do it Contact Nona at renona.criss@loop.colum.edu.
KaDee Ellis Marketing: Public Relations Favorite Argo Tea: Chai Tea KaDee is a Marketing Communications major with a concentration in Public Relations at Columbia College Chicago. KaDee will be graduating in May 2014. Upon graduation she will be moving to Seattle, Washington to start her career and life with soon-to-be husband. KaDee has a part time job as a Cash Handler and an internship with WorldChicago. Her dream job would be a event coordinator for the White House. Contact KaDee at kadee.ellis@loop.colum.edu.
27.
About the Authors 28.
Wade Harworth Television: Writing/Producing Favorite Argo Tea: Bubble Tea Coconut Wade is a Television Writing and Producing major pursuant at Columbia College Chicago. Originally from Tennessee, when Wade isn’t writing he is an avid paintball enthusiast, skateboarder, and designer of custom leather. He has been studying television broadcasting production since 2005. Contact Wade at wade.harworth@loop.colum.edu.
Ali Shore Marketing: Brand Management Favorite Argo Tea: Chocolate Mint Tea Ali is a Marketing Communications major at Columbia College Chicago, graduating in somewhere creative and made the switch to Columbia. Between helping create a student marketing organization, enjoying her four internships and working with real clients, Ali has made her time at Columbia very useful. Upon graduating, Ali is interested in integrated marketing and brand management. She loves exploring new places in the city and spending time with family. Contact Ali at alison.shore@loop.colum.edu.