Client Media Plan 2017
Orange Interactive
Meet Our Team
Sierra Winrow
Hayley Bondank
Sierra’s job is to understand what the client wants and communicate this to the team. She oversees the work in the sense that it is going to meet the client’s needs.
Takes part in strategy alongside the Account Executive in regard to setting goals and objectives that are attainable.
Avalon Troiola
Matt Anson
Responsible for purchasing the media utilizing Media Flight Plan and interpreting the Share of Voice, GRP allocation and budget management.
Oversees research efforts, how to organize the data on the audience, where they live, what they’re interested in and how they can best be reached.
Account Executive
Lead Analyst
Media Buyer
Lead Strategist
Baylee Huff Media Planner
Works with the Account Executive, Lead Strategist and Analyst to select media and provide input on scheduling for the Buyer.
At Orange Interactive, we strive to create marketing campigns that allow our clients to be the leader in the minds of consumers. We offer various services, including advertising, event planning, social media management, and more. Our ultimate goal for each client is to find the best marketing fit and to successful reach the client’s target audience.
1
Table of Contents: Letter to the client
3
Background
4
competitive analysis
4
Target Audience
5
Media strategy
8
media research
9
Share of Voice
11
MFP media plan for 2017
12
Reporting overview
17 2
AN OPEN LETTER TO CUTIES ORANGE INTERACTIVE is proud to present our comprehensive media plan to reposition Cuties Mandarins to become the ultimate lunchbox staple in Oklahoma. In this document, you’ll find a brief history of Cuties, as well as a detailed explanation of our media plan that we’ve designed for you based on our conversation. We’ve come up with the following integrated marketing services package that aligns with the media goals outlined in this plan. It includes elements for both online and offline marketing, which will allow your brand to grow across a variety of channels and reach a wider audience in Oklahoma. Orange Interactive has taken the time to get to know your brand, its competitors and the demographics of Oklahoma in order to understand how best to market your product. Starting in January 2018, our goal for Cuties is for it to be the ultimate side item in any lunchbox, whether it be a busy college student or a health-conscious, on-the-go young mom. We have budgeting to advertise on all forms of media that appeals to the target market, including, but not limited to: print ads, guerrilla marketing, sales promotions and social media efforts. Our budget of one million dollars has given us plenty of room to truly dominate the lunchbox staple market in Oklahoma. This one-year long media plan will reach its peak in July, August and September, when most students are returning to school and young adults are preparing lunches at home in order to save money for vacations and holidays. During these months, we have planned for this campaign to reach its highest reach and frequency in Oklahoma. Cuties is already dominating the citrus market around the United States in general, now it’s time to get them in every lunchbox around Oklahoma. We at Orange Interactive are confident that with this media plan, your consumer will pick Cuties over its lunchtime side item competitors year-round. Sincerely, Sierra Winrow, Account Executive Orange Interactive
3
Company Background Cuties is a company specializing in mandarin oranges from Pasadena, California. Their mandarin oranges are grown in San Joquin Valley, California, which is the largest clementine planting in the world. Cuties was created by Berne Evans in 2002, and is owned by Sun Pacific. Their products are shipped nationwide, becoming more and more popular over the past few years. The fruit is seedless, easy to peel and small in size. Cuties products are proudly non-gmo, leaving them completely natural and unaltered.
competitive analysis The biggest competitors of Cuties is Halos (Wonderful Citrus), Dakahlia Produce, Kashi, Fiber One, Clif Bar and Kind Snacks. These snacks all claim to be a healthy choice for consumers, with products ranging from citrus to granola. The biggest citrus competitors of Cuties are Wonderful Citrus (Halos). Wonderful Citrus once co-owned Cuties as Paramount Citrus, but after disagreements with Evans, they broke off and formed Wonderful Citrus. Halos is replicating the same marketing style as Cuties, but Cuties is still on top of the U.S. citrus market. Halos has a 7% S.O.V. Dakahlia Produce is a produce company based out of Egypt that exports their products worldwide. Cuties currently only exports to locations in the U.S. Dakahlia has a 4% S.O.V. Kashi has a variety of choices for consumers, particularly with granola. They offer cereals, granola, snack bars, cookies, crackers, frozen
food and powders. Their products are sold in supermarkets, convenience stores and health stores with a 18% S.O.V. Fiber One has a variety of choices, but their best seller is granola bars, which has 12 flavors. They have baking mixes, bread, cereal, frozen food, snacks and other treats. Fiber One products are sold in supermarkets, convenience and health stores. The company has a 21% S.O.V. Clif Bar has a variety of granola bars, with different recipes that have several different flavors. They offer kid options along with their regular products. Their products are sold in supermarkets, convenience stores, health stores and outdoor adventure shops across the U.S., Clif Bar has a 24% S.O.V. Kind has a variety of granola options, snacks, and a variety of bars with different flavors. They are sold in supermarkets, convenience stores and health stores, Kind has a 10% S.O.V.
4
who we’re targeting Cuties has been accepted by the American market for being a healthy snack for children and young people, but the product can be enjoyed by all. The American culture is fast-paced, and greatly concerned with efficiency, as well as timeliness. This attitude and mindset is driven by younger people in the US from 18-34. Cuties wants to reach this demographic. It has been divided into three separate groups. College students (18-22), young adults entering work force (23-28), and young parents with kids (28-34). Their biggest source of news and communication is social media, 90% of young adults regularly use social media platforms.
College Students (18-22): The Passer-bys The demographic of college students is a young, trendy and tech-savvy group. College students’ l Lifestyles are normally cheaper than the average adults’. Out of the three groups, they are the most social. College campuses offer many organizations and groups for students to be involved in, such as fraternities, sororities, clubs and other groups. There is strong desire for college students to be connected with their fellow students and friends, whether they be in town or across the country. Social media is their outlet to connect or to remain connected from a distance. There almost 5,000 college campuses spread all across the United States. Each campus has its own unique demographic, location and personality. Oklahoma Student Populations: Oklahoma University (Norman, OK) has 31,250 students. Oklahoma State University (Stillwater, OK) has 26,000 students. Tulsa University (Tulsa, OK) has 5,000 students. University of Central Oklahoma (Edmond, OK) has 17,000 students. With limited resources, time and finances, college students often pursue the cheapest and quickest foods in their diet. While many college students will eat the food offered on their campus, most are health conscious and will use their food budget to prepare meals if they have the time. It is difficult for students to pack meals in their backpacks so many pack food like granola bars, fruit, chips or food in ziploc baggies. We are confident that Cuties can be presented to college students as a healthy snack that can be easily stored in a backpack, and eaten on-the-go. The mandarin oranges’ protective layer and easy peel makes it a simple snack with no preparation. Perfect for college students.
5
who we’re targeting Young Adults Entering the Workforce (23-28): The Go-Getter The demographic of young adults in the workforce between 23-28 in age tend to flock in cities with corporate jobs. Young adults similar to college students are social, tech-savvy, but focused on their individual lifestyle. Their days are spent at the office, and their evenings are spent either at home or with their friends in the city. Unlike the college student group, young adults have a structure routine, higher income and more resources. Rather than focus on the cheapest and easiest things to prepare for food, this group is able to buy products of higher quality and pay more attention to their budget and time. Most workers will pack food from their homes to eat at lunch. Rather than it be a TV dinner, young adults are more likely to prepare a meal the day before, and simply heat it up the next day for lunch. They will also pack snacks to eat while working in the office. Many young adults are health conscious, and try to eat balanced meals. Although young adults are social like college students, they live more independent lifestyles. With increased income, young adults can afford to pay for network TV and other forms of paid media. The Cuties clementine fits in with the young adult lifestyle. It is easy to be stored away as a snack or can even be used in different meals like salads, smoothies or mixed fruit.
Young Parents (28-34): The on-the-goers Most of Cuties’ consumers are young parents that are on-the-go with their kids. The name “Cuties” itself is geared toward children and young parents with its slogan, “Kids love Cuties because Cuties are made for kids.” Children are able to peel the fruit by themselves which is helpful for the parents, and boosts the confidence of the children. Many young parents live in the suburbs, with the majority of their shopping being done at supermarkets near their home.
6
quick facts about our target audience • There are 4 million people in the state of Oklahoma. • 24.8% are under the age of 18, 10.2% from 1824, 25.8% from 25-44, 25.8% from 45-64, and 13.5% who were 65 years of age or older. The median age of Oklahoma is 36.2 years. • 93% speak English, 4% speak Spanish and 3% speak other languages.
• According to the 2013 census, 65% are White, 11% are Hispanic, 10% are Black, 6% are Native American and 2% are Asian. • According to a study done in 2010, there were 1,460,450 households out of which 29.4% had children under the age of 18 living with them, 49.5% were married couples, 12.3% had single women and 33.2% were non-families.
Top 5 biggest cities in Oklahoma 1. Oklahoma City 631,346 2. Tulsa 403,505 3. Norman 120,284 4. Broken Arrow 106,563 5. Lawton 96,655
7
media strategy Our comprehensive media strategy is composed of a 12-month media schedule. Marketing Objective: To reposition Cuties as the ultimate lunch box staple for health-conscious 18-to34-year-olds. Advertising Objective: Through our advertising efforts, we aim to increase the buying rate of heavy users of Cuties in Oklahoma, while also encouraging product usage of light users. With our plan we expect these customers to triple their buying rate from 1 to 3 purchases a year. Through compelling content that expresses the brand’s variety, we will inspire consumers and establish the brand not only as the dominant leader of the citrus industry, but also the lunch box side item industry. Media Objectives: Over sixty percent of Cuties sales volume is derived from target audience “The Onthe-Goers”. The goal of this campaign is to increase brand preference and sales by 10 percent. This will be achieved by focusing our campaign on the 1834 age group. Upon completion of our campaign, we expect 75 percent of our target audience to understand our message and 60 percent will consider buying the product. Our $1 million budget will be distributed throughout a strategically purchased collection of media vehicles.
Digital (Web/ Mobile Ads): Using a variety of digital outlets, we will disseminate content throughout the nation by using video, audio and image advertisements on Youtube, Hulu, Spotify, Pandora and Google AdWords. Television: Through TV advertising we will get the Cuties message across to a broad audience. 80 percent of those who ate cuties in the last 6 months watch TV every week. Each channel was chosen based on the demographics of the viewers, the personality of the channel, the content of current programs, and current commercial advertisers. 30 second advertising spots will be utilized to allow our audience to understand why Cuties are dominating the citrus market. Out Of Home: We will use Out Of Home advertising in major Oklahoma cities to produce a broad reach and high frequency, and significantly boost Cuties’ profile in these areas. We will place billboards in two major cities for 8-12 weeks per city, for a total of 30 million impressions. Radio: Through local radio stations we are able to create a connection with our target audience. By tailoring Cuties ads to stations, we are able to expand our audience reach through 60 second spots informing listeners of the lunch box snack everyone should enjoy. This will be measured by calculating the reach and frequency of local radio stations. Social Media: Social media is a cost-efficient way for Cuties to create more brand awareness due to its wide reach across multiple platforms. Approximately ¾ of the US population currently uses social media. Ninety percent of 18-29 year-olds and 77 percent of 30-49 year-olds in America currently use social media. We will use social media to increase impressions throughout the year. Social media posts will be primarily scheduled for lunchtime hours (10am-1pm). Print media: Print media is a trusted source for news and other information and consumers take time to read a door drop leaflet, magazine or customer magazine. Advertisements are as much a part of the reading experience as the editorial content, with magazines and newspapers providing exactly the right context for the Cuties campaign. In-Store Promotion: Cuties will carry out in-store initiatives to draw attention to the brand and ultimately encourage customers to choose Cuties over any additional lunch box snack.
8
Media Research PRINT MEDIA
SOCIAL MEDIA
9
Media Research TV
OUT-OF-HOME
10
Media Research RADIO
share-of-voice Listed below are some of the companies that have the largest share of voice according to the research analysis done by Orange Interactive. These are companies that are leading in sales regarding healthy snacking in the United States, primarily Oklahoma. Clif is ranked the highest due to its popularity among various demographics: the working adult, the active adult, and younger, active generations. It’s packed with nutritional value while also being a cost effective, satisfying treat. Dakahlia and Halos are the two primary clementine brands that compete directly with Cuties, however Cuties has nearly cornered the market of clementine sales across the board. Cuties 16% Halos 7% Dakahlia 4% Kashi 18% Fiber One 21% Clif 24% Kind 10%
11
Year at a glance Designated Market Area 1. Oklahoma City, OK 2. Tulsa, OK 3. Witchita falls - Lawton, OK
12
Flow chart
13
monthly detail: examples throughout 2018
14
15
4/26/2017
Monthly Detail
Monthly Detail
Student: Sierra Winrow
Professor:
Cara Gray
Semester:
Fall 2017
December
Target Demo: All Adults ages 18-34 Natl Univ (000):67223.6 Spot Univ (000):787.8
Medium
Covg.
Unit
GRPs
CPP
CPM
Total Cost
No Media Active National Totals
--------
--------
--------
--------
0
0
0.00
0
Spot Totals
Spot TV-Daytime
SPOT
:30
5
359
45.57
1,795
Spot TV-Early Fringe/News
SPOT
:30
1
601
76.29
601
Spot TV-Prime
SPOT
:30
5
518
65.75
2,590
Spot TV-Late Fringe/News
SPOT
:30
5
371
47.09
1,855
Spot Cable
SPOT
:30
5
250
31.73
1,250
Spot Radio-Morning Drive
SPOT
:60
5
160
20.31
800
Spot Radio-Daytime
SPOT
:30
5
100
12.69
500
Spot Radio-Evening Drive
SPOT
:60
5
129
16.37
645
Spot Radio-Nighttime
SPOT
:60
1
492
62.45
492
Newspapers (40% HH Cvg)
SPOT
FPG BW
38
47,825
159.76
47,825
Direct Mail
SPOT
PostCard
3
2,757
349.96
8,271
Digital Spot
SPOT
IMPS
7
162
20.56
1,134
--------
--------
--------
--------
85
797
101.19
67,758
Total Plan
0.99612338523971 68,022
101.19
67,758
Note: CPM based on media that contribute both cost and GRPs;For Total Plan, Spot GRPs are weighted to %US coverage before calculations. © Deer Creek Software, Provo, UT
16 http://mfpapp.mediaflightplan.com/reports/monthly/8li5cj9bm6k1433voib49up360
1/1
reporting overview All data collected will be relevant to the state of Oklahoma to comply with our Media Strategy. We will measure the success of each medium using the following metrics: Radio: We want to measure the PUR (Persons Using Radio) to determine the total number of persons (or households) using radio during a particular time period a Cuties ad is played. OOH: When implementing a billboard, we will want to use traffic counts to measure the outdoor ratings. Billboard companies will have traffic count data for various highways in Oklahoma. Local TV: We will want to measure the PUT (Persons Using Television) and HUT (Households using Television) to calculate the usage of TV during a specific time period. Digital (Web/ Mobile Ads): To measure web impressions, we can use a free statistics program called Google Analytics. This will show web impressions by each visitor, number of pages visited, how often each page is visited, average time a visitor spends on the site, and more. In-store Promotion: When implementing a promotion in a grocery store, we will want to measure the profit accumulated in each specific grocery store. We will also measure the increase in sales volume, which can be calculated using the baseline (what sales were prior to the promotion). Social Media: Hootsuite will be used in order to analyze reports on impressions. It can be beneficial in observing competitors’ strategies and engagement, social trends, conduct social listening and provide other analytical insights. Reporting: The necessity of obtaining the reports will depend on each medium. For example, a sales promotion in a grocery store (that typically lasts one week) will need to be monitored more frequently than OOH advertising. In a sales promotion, the sales volume of Cuties will need to be monitored daily to ensure it is exceeding the expenditures. At the end of the week, the total sales volume will need to be calculated. The use of billboards for OOH advertising will need to be monitored on a monthly basis. Digital ads can be measured weekly, as well as social media engagement. We will want to analyze the ROI for each ad when it comes to local TV and radio. The success of the media plan will need to be reviewed quarterly in order to ensure the plan is meeting the goals. Reports will need to be examined by both Orange Interactive and executive board of Cuties. Consistently monitoring the impressions of each medium will help determine the strengths/weaknesses of the plan. This information will be beneficial in postcampaign action to be able to proceed with future campaigns and/or allow for adjustments in the current media plan.
17