M a r k e tin g a nd Cr e ati v e B r ief
megaecho
Telephone 954.344.7298 Web site MegaEcho.com Address 1799 S.E. 17th Street, Fort Lauderdale, FL 33316
MegaEcho Media is a full service advertising agency located at the multifaceted South Florida area, providing services to a wide variety of markets and focused on delivering creative and successful solutions to our client’s marketing and communicational needs. We have been in business for three years, and our staff consists of incredible talented and professional creatives. Together, we bring to life exciting ideas that revolutionize the industry and establish long lasting relationships with our clients. MegaEcho Media believes in efficient and profitable campaigns that stimulate the public mind, we are proud to deliver high quality work, professional performance, and the best and most reliable team in the South Florida area. Past and present clients include Amana/South East Region, Weber Barbecues, and GNC Corporation. Advertising Campaign by: Advertising Strategy
MarinĂŠs Mazzarri
Graphic Design
Richard Coad Jean Llanos J.D. Myers
Web Design
Chuck Nelson
table of contents MegaEcho Media InfoChef Mission & Vision Statements About InfoChef Product Features Marketing Goals & Objectives Target Market Analysis SWOT Analysis Distribution
6 7 8 10 11 12 13
Advertising Campaign Logo & Corporate I.D. The Forbidden Truth Campaign Advertising Design
16 18 19
Media Placement
21
Budget
23
Acknowledgement
27
A TASTE FOR KNOWLEDGE
Mission & Vision Statements Mission Statement InfoChef’s mission is to provide our consumers with an innovative portable tool that will help them achieve a balanced and healthy lifestyle. We believe in the development of ground breaking technology and nutritional knowledge to satisfy the needs of our consumers for years to come. Vision Statement InfoChef’s wants to become a standard of health and nutrition in every household across America, revolutionizing the culinary, fitness, and health industries.
About InfoChef In a continuously evolving world where people strive to lead healthy lifestyles, InfoChef introduces the concept of proactive eating. This pioneering device has been designed to improve the health and nutritional habits of society. It serves as a nutritional scanner, digital recipe storage, and as an allergy alert system. InfoChef’s innovative technology allows its users to manage the information collected every time a food item is scanned, then storage it in their computers, and consequently keep a detailed record of daily nutritional intakes, favorite recipes, and even prevents them from serious allergic reactions. InfoChef’s creators present a convenient and sleek design that is easy to use. Its overall size of three inches high by an inch wide and a quarter inch thick makes this device extremely portable. InfoChef is equipped with a state of the art scanner that works simply by holding the bracket symbol; the information is then displayed on a scrolling marquee. The software to access and manage the information is already integrated in the device and can be downloaded to the computer via Bluetooth connection.
Product Features InfoChef is a unique and practical product, with results as reliable as its own features. Research has shown that good nutrition is a major key to good health and a longer life, with this in mind InfoChef’s technology was developed with the following features:
Nutritional Scanner For sometime, Nutrition Facts Panels have been limited to those products that are packaged or labeled. InfoChef provides our consumers with 100% reliable information about the food items they consume. Users will be able to determine the different ingredients and nutritional components in every meal.
INCLUDING:
As regulated by the FDA, all nutrients must be declared as percentages of the Daily Values. InfoChef also follows the regulations that labels the different items according to their characteristics, these labels are:
Free Low High Light
Total Calories Total Fat Carbohydrates Vitamins Minerals
Sodium Proteins Sugars Cholesterol Dietary Fiber Less Reduced Lean Extra Lean
Digital Recipe Storage Convenient and personalized, InfoChef allows users to keep track of their eating habits and their favorite recipes. Equipped with built in Bluetooth technology, it connects directly to the computer enabling users to download and storage information from items previously scanned. This feature serves as a useful tool to create recipe databases.
Allergy Alert System InfoChef’s allows users to configure alerts through its computer software, providing reliable information on the go for user with food allergies every time a meal is scanned. The software includes most common food allergens like peanuts, milk, eggs, tree nuts, fish, shellfish, soy, and wheat. These food items account for about 90% of all allergic reactions.
Marketing Goals & Objectives
1
G Develop brand identity and product awareness within the first six months of business. O Position InfoChef as a leading and product, delivering high-end technology and reliable information. G Develop customer loyalty within the first year.
2 O Create a virtual community of users, which will find a personal and customizable way to manage their nutritional habits. The implementation of this site will help establish a consumer database that can be used for future advertising strategies. G Implement cross promotion strategies within the first year. 3
O Establish business partnerships or develop co-branding opportunities with fitness centers, nutritional institutions, and other venues related to the culinary, healthcare, and fitness businesses. Such strategies would generate cross promotion advertising between markets during the product introductory stage and should be executed within the first year after InfoChef’s launching date. G Increase sales by 40% within 18 months.
4 O Implement and maintain an aggressive advertising campaign during the introductory year, focusing specially during the pre-holiday season.
Target Market Analysis The core characteristics of InfoChef’s target market reflect those of the own product. Prospect buyers can be identified as active and practical individuals, who are conscious about their health and nutritional habits, and at the same time are technology friendly users. InfoChef has being designed to fit the needs of young individuals, busy business people, families with kids, etc.
Profile • Females 20 + years old • Males 25 + years old • Middle to upper-class individuals • College students or graduates • Residents of major metropolitan areas • Fast paced lifestyles • Food allergy conditions • People undergoing nutritional treatments
SWOT Analysis Strengths • As a product in the pioneering stage, InfoChef is the only product of its kind on the market. Consequently there are no existing competitors and the product owns 100% of the market shares. • InfoChef’s technology helps users to achieve a healthy and balanced lifestyle by providing reliable information about their eating habits. • Its design is convenient and functional, portable and attractive for all the different prospect buyers. • InfoChef’s can be considered as an affordable high tech device when compared to other products from the technological standpoint. Weaknesses • Low brand and product recognition. • Software updates constantly via Internet. • Requires the user to have access to a computer to be able to download, storage, and manage the scanned data. Opportunities • InfoChef’s core concept is likely to evolve into new product lines such as fitness supplements and InfoChef’s own healthy food items. • Association to local high-end organic supermarkets and grocery stores that would like to be related to InfoChef as an initiative to be true to the consumer’s health by only selling the best quality products. Threats • Even though InfoChef’s software and operational system are extremely user friendly and have been designed to meet the target market profile, some prospect buyers might feel intimidated by the product’s unconventional concept and doubt the reliability of its results. • Eventual introduction of competitors with similar features to the market.
Distribution InfoChef’s distribution strategy includes two stages. First, InfoChef will be sold at specific stores such as GNC and Whole Foods throughout the United States. The main idea behind this strategy is to generate cross promotions between businesses since both have the same target market. After the introductory stage InfoChef will be distributed to all major retailers, such as Best Buy, Bloomingdales, Macy’s, Target, and Walgreens. The product will also be available through the online store at www.infoChef.com. STAGE 1
STAGE 2
ADVERTISING CAMPAIGN
Logo & Corporate I.D. The InfoChef Logo was designed to portray a modern and minimalists look, which conveys the concept of the brand. The idea behind the combination of a sans serif font and a script font is to merge the clean and technological look of the word “Info” with a more casual and organic look of the word “Chef”, the colors red and black where chosen to complement the design. As a graphic element, two brackets (greater than signs) are used on each side of the logo to symbolize the product’s scanning feature. The Corporate I.D. shows continuity by using the graphic element in all of the pieces. The business cards have four sides and a die-cut that reveals the graphic element. The chosen dimensions are 3.5” by 1.5” for the business card, and 7.5” by 11” for the letterhead to convey a slimmer and more modern look, the envelope is a monarch size envelope.
FONTS
COLORS C= 0 M= 100 Y=100 K= 0 K= 100 K= 80
ADVERTISING CAMPAIGN The Forbidden Truth | The core of InfoChef’s Campaign As a product in the introductory stage, InfoChef needs a campaign that educates the prospect buyers and at the same time develops a strong product image and brand recognition. In order to achieve these goals, the MegaEcho’s creative team decided to approach the challenge using a comparative juxtaposition of ideas between a widely known biblical story and InfoChef’s concept. In addition, the campaign is intended portray wellness and sex appeal to the target market. The main idea behind this campaign is to demonstrate the product’s functions and benefits using them in a context that everyone from the target market is familiar with. The biblical story of Adam and Eve is legendary, and conveniently illustrates how their lack of knowledge leads them to unfortunate consequences. The Forbidden Truth campaign seeks to encourage buyers to learn about their nutritional habits before they can be harmful to their health, as well as to convince them that InfoChef is the only product they can relay on for this purpose. The design elements that give continuity to the campaign throughout the different pieces are the characters of Adam and Eve, the apple, and the InfoChef brackets.
IN-HOUSE CREATIVE PHOTO SESSION | Best shots
ADVERTISING DESIGN Gatefold Magazine Ad In order to provide extensive information about the product and its features, MegaEcho’s design team created a gatefold ad that is both attractive and educational. The ad presents a provocative image of Adam and Eve holding the apple (or forbidden fruit). Surrounding the apple, are the InfoChef brackets symbolizing the scanning action. The slogan “If only they had InfoChef,” suggests to the buyer that the product can help them avoid unwanted situations, implying that Adam and Eve’s story could have had a better outcome if they had InfoChef. Billboard The challenge with the billboard design was to create an outstanding and attractive piece that would capture the audience’s attention making it memorable. For this purpose, the design team developed the billboard using an engaging picture of Adam and Eve to convey an inviting attitude towards the product. At the same time, to enhance the overall look of the billboard, LED and fiber optic lights were used within the graphic elements to add dynamism to the design. the overall display design should fall within the product’s corporate image. Promotional giveaways tickets featuring a contest in Bravo’s “Top Chef” TV Show will be provided to the Trade Show attendees. On-Air T.V. Promotion As a new product, InfoChef would benefit by developing cross promotion strategies with other well-established brands. Taking into consideration the characteristics of the product and its target market, the best fit for this strategy is Bravo TV: “Top Chef” Show. InfoChef will be featured in one of the episodes where the chefs will be challenged to prepare a meal with specific nutritional characteristics. The winner of the challenge will be determined by
the results of the InfoChef scanner. The winning chef will have the opportunity to visit the Greek Islands (courtesy of InfoChef) to look for some of the healthiest recipes that will be featured at the InfoChef’s website. During this “Top Chef” episode, the winner from the Trade Show promotional giveaway will be announced. The prize for this person is an exclusive dinner for two prepared by the episode’s “Top Chef” winner. Website The InfoChef website was designed using the same unifying elements found along the other campaign pieces. It combines a modern look and a user-friendly interface that provides detailed and useful information to prospect buyers, and allows InfoChef owners to download updates, share recipes, and learn about nutrition and health. Package Design InfoChef’s package design is practical and stylish. It’s composed by a thin box, which operates with an innovative sliding mechanism that serves as storage for the product and the literature. The package’s over all size is four inches wide by five inches high, and its appearance is consistent with the infoChef corporate image. Trade Show Display The overall look for InfoChef’s Trade Show display is modern and innovative. The design team has elaborated a rectangular platform that is contained within the two InfoChef brackets. It will have bright lighting, HDTV screens, and it will be placed at an unusual angle that allows the viewers to access the display from both sides. In addition,
GATEFOLD AD
LED / FIBER OPTICS Billboard
website
Media Placement To reach the desired target market, the MegaEcho team has planned a media placement strategy to maximize InfoChef’s exposure and guarantee the profitability of the campaign. Studying the United States’ market, South Florida has one of the highest levels of spending power in the whole nation. Moreover, it has one of the most active markets regarding fashion, health, technology, tourism, nightlife, and food. For this reason, the MegaEcho team has chosen South Florida as launching point for the InfoChef campaign.
Print InfoChef’s gatefold ad is schedule for placement during the 90-day launch campaign at two nation wide magazines, such as Women’s Health and Bon Appetit. Both magazines target our prospect buyers from different perspectives considering the benefits that InfoChef can provide to them. On one hand, Women’s Health targets health conscious readers that are interested in fitness and nutrition. This magazine appeals primarily to females from a younger demographic. On the other hand, the Bon Appetit is a more refined publication that attracts culinary enthusiasts and an older more affluent demographic.
Outdoor Four billboards will be placed on the northbound and southbound I-95 Highway within the Miami – Fort Lauderdale area, to reach audiences from both cities. Two of the billboards will be located near the South Beach exit, while the other two will be placed at the Downtown Fort Lauderdale exit.
Web Besides the InfoChef website, banner ads will be placed at Women’sHealth.com, BonAppetit.com, and also GNC.com to complement the others aspects of the campaign. Trade Show InfoChef will be a part of the 2008 HD Boutique Exposition & Conference, a trade show specifically designed to give manufacturers and suppliers valuable networking opportunities and maximize their potential in the marketplace. This is a chance for InfoChef to showcase its innovative concept to the greatest audience of industry professionals.
Budget Corporate I.D. Package Item
Quantity
Cost
Business Cards
25 x 1M
$ 1,000
Letterhead
5M
$ 550
Monarch Envelope
5M
$ 650
Total
$ 1,200
Trade Show Item
Quantity
Cost
Booth Reservation
1
$ 6,600
Display
1
$ 50,000
Total
$ 56,000
Photo Shoot Talent
Hours
Cost
Female Model
6
$ 1000
Male Model
6
$ 1000
Total
$ 2,000
Magazine Gatefold Advertising Item
Quantity
Cost
Women’s Health
3 Monthly Issues
$ 966,000
Bon Appetit
3 Monthly Issues
$ 937,000
Total
$ 1,903,000
Billboard Item Production and Installation Placement
Quantity
Cost
4
$ 200,000
3 months
$ 60,000
Total
$ 260,000
“Top Chef” T.V. Show Promotion Item Tickets ON-Air Promotion
Quantity
Cost
3M
$ 800
1 Episode
$ 200,000
Prizes [Travel + Dinner for two]
$ 500,000
Total
$ 700,800
Design & Marketing Services Web Site
$ 30,000
Package Design
$ 20,000
Market Research
$ 22,000
Creative Charges (15%)
$ 440,000
Total
$ 512,000
Total Budget
$ 3,435,000
Acknowledgements The MegaEcho Media team wants to thank Marcy Schackne, Joe Russonielo, and Jamie Kluetz for giving us the opportunity to prepare this campaign in the occasion of the introduction of their new product. At the same time we want to acknowledge all the members of our team for their professional performance and hard work.