BRAZELBERRIES速 CAMPAIGN
TABLE OF CONTENTS The New Gardener 4 Situational Analysis 6 what is going on and who it’s not Target Audience 8 who it is and why The Brief 10 meet Amy
Media Plan 12
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Executions 16
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THE NEW GARDENER
BrazelBerriesŽ stands to revolutionize the way young people feel about gardening. The bottom line is that millennials just don’t see themselves as gardeners. Tomorrow, they could.
We can show them that a gardener is more than just a plant tender: a gardener is someone who cultivates, nurtures, and cares for something that in return gives them a sense of fulfillment and accomplishment. By this definition, millennials are already gardeners in their own sense. They are in the process of cultivating, nurturing, and caring for themselves. As they define who they are and gather the experiences that will define their lives, they will encounter pivotal moments in the process that bring fulfillment and accomplishment. As the figurative gardeners of their lives, millennials are primed to become gardeners. BrazelBerriesÂŽ has the unique opportunity to bridge this connection in the minds of the millennial generation, showing them that the act of cultivating a plant is mirrored in the process of cultivating their lives.
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who it’s not
THE SITUATION A Gardening Revolution
Americans spent $1.12 billion in container gardening in 2013. Gardening, a hobby that once required land and space, is now available in containers to people regardless of the size of their living space.
Mainstreaming the Collection
Until now, the BrazelBerries® Collection has hinged on selling in the niche market of independent garden centers. However, BrazelBerries® has the opportunity to move into a more mainstream market: that of homeoriented box stores like Home Depot®.
An Affinity for Blueberries
Millennials are buying 300% more blueberries than any other age group. These millennials make up the fastest growing berry consumers on the market. Eating them in record numbers could turn into growing them in record numbers.
A League of Their Own
BrazelBerries®’ versatility, unique flavor and ornamental attributes, and emphasis on a branded experience set its plants apart from all other blueberry plants. Instead of brands in direct competition, BrazelBerries® faces the hurdle of persuading younger generations that growing a BrazelBerries® plant is a worthwhile part of the millennial experience.
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Right Place, Right Time
The container gardening market is evolving into a billion dollar industry and anticipating continued growth. Millennials have already developed a taste for berries and are attracted to living spaces ripe for container gardens.
Overcoming the Disconnect
Current BrazelBerries® branding does not speak to the experience of gardening. Millennial consumers want to know how a product will tie into their lifestyle, making some aspect of their life more meaningful. The BrazelBerries® Collection has the opportunity to resonate with the millennial experience by speaking directly to the sense of rootedness that this generation longs to establish in their lives.
Talking to younger millennials, we found that preconceived notions about what it takes to garden keep millennials from envisioning it as part of their always-on lifestyle. These preconceptions start with the idea that gardening requires ample outdoor space, complex prior knowledge, and a large time commitment. However, the more we talked to these younger millennials, the more we understood they were not what we were looking for. At least, not yet.
Too Little Time
Plagued with the Black Thumb
Not Today, But Someday
“I loved having plants, but they all died. The time commitment, which wasn’t even a lot, was what killed them. I’m just too busy.”
“I had a garden when I first moved into my house, and nothing is still growing in that garden. All dead.”
“If I was in the right place, and I felt like I was settled down, growing stuff would make a lot more sense.”
-Eliza, 19
-Taylor, 22
-Will, 21
Through these conversations, we found that while many didn’t see themselves as gardeners now, they could see themselves as future gardeners. So, we went in search of these “someday” millennials and caught up with them a few years down the road.
WHO IT IS THIS IS WHERE WE STRUCK GOLD These busy-but-interested college-aged millennials are just a few years and few pivotal life decisions away from becoming the project-minded individuals who are nesting in their first space as independent adults. The BrazelBerries® Collection is the perfect fit for the lifestyle and mindset of these slightly older, newly settled millennials. Here are our insights:
nesting In the process of making their new space home
experience-driven Actively look for rewarding experiences that bring a sense of personal growth 3
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urban dwellers Flocking to cities in droves, looking for densely packed places with vibrant atmospheres to call home 1
outdoor-oriented Quick to prioritize outdoor space and envision it as a fluid extension of their indoor space
project-minded Seek gratifying, hands-on experiences to fill their life and time with meaning
home as extension of self
Envision their home as an expression of their identity and take time and energy to curate 2 their space accordingly
“I see my new place as a total work-in-progress. It’s tiny, and the patio is even tinier, but I’m having fun making the most of it–putting little creative touches as I go. I can’t wait ‘til it really feels like home.” -Ashley, 27
“I just moved to the city, and I’m in the middle of decorating everything. I just want it to look like all those crafty urban lofts I see on Pinterest.”-Stephanie, 25 “I’ve worked hard to get here. I don’t have a lot of money to spend on things, but I feel like I deserve to reward myself with the things that I feel will make my apartment my own” -Shana, 27
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CREATIVE BRIEF Meet Amy
PROBLEM
After graduating from Montana State, it took Amy a few years before landing a position as an HR specialist. She put effort into finding an apartment that she felt suited her. The focal point of her apartment is a cramped balcony where she can see the edge of Seattle’s iconic skyline. Because her new job is demanding, her apartment has become the oasis that she returns home to at the end of her day. Her apartment is decorated with refurbished furniture. But, she will spend more money on a few statement pieces to liven up her place. While she enjoys company, she also needs time to recharge. She occupies herself with small projects inspired by a shameless Pinterest obsession. After Amy killed her herb garden in college, she figured she doesn’t take after her mom’s green thumb. But now that she has more time, she’s willing to try again. Amy has worked hard to gain independence. Her apartment is a statement of her identity. She has begun curating bits and pieces to define her own lifestyle.
When it’s time to make a home, the BrazelBerries® Collection lets you grow into your space.
The audience longs to make their new space home
the work
the ambition
Make the BrazelBerries® Collection part of the millennial lifestyle by connecting the act of nurturing a plant with the act of establishing oneself in one’s own space.
Incorporate the BrazelBerries® Collection into millennials’ lives by making it part of the experience of settling into a new space.
audience
why will they care
Newly settled millennials between the ages of 25 and 30 in thriving urban environments.
As newly settled millennials take the time to curate their homes, they look for ways to commit to their new space and make it authentically their own.
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MEDIA PLAN
Our media plan is designed to capture urban millennials as they make the transition into their new home. BrazelBerriesÂŽ has already established a strong presence in the gardening sphere. As they shift focus to the millennial market, they need to be at the forefront of the minds of those who are settling into their new spaces. We chose mediums that connect with millennials in the physical spaces they will be occupying as they transition into their new home as well as cater to their technologicallysaturated lifestyle1. We chose to target trendy cities with a strong tech presence and start-up culture because millennials saturate these industries and are early-adopters and trendsetters within their generation.
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Furthermore, we centered our campaign around the summer moving season, which coincides perfectly with the time of year that our audience thinks most about both gardening and berry consumption.
The allure of the mountains, an inspiring music scene, and the surplus of coffee draws the spirited millennial to Seattle. Microsoft, Amazon, and Boeing are the big dogs in town.
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SEATTLE, WA
CHICAGO, IL
2 PORTLAND, OR
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Portland is a haven for coffee shops, food trucks, and craft breweries. Arguably the birthplace of the hipster, Portland is no stranger to quirkiness. Millennials seek jobs here, hoping to connect with leading companies in innovation, such as, Nike and Wieden + Kennedy.
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San Francisco has seen a large increase in millennials over the last five years. It is known as the financial hub of the west and is the birthplace of some of the biggest startups in the world.
4. Los Angeles is a city for the dreamers. Millennials move to LA to kick off their independent adult lives. The city offers many opportunities in the fitness industry, tourism, and tech startups.
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SAN FRANCISCO, CA
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LOS ANGELES, CA
AUSTIN, TX
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One of America’s fastest growing cities. It boasts a big live music scene and is a hotbed for many startup companies. The strong focus on wellness and sustainability makes it a prime city for young millennials.
Chicago is affordable in comparison to other large cities and gives the richness of a major metropolitan city. Finance, business, and technology dominate the job market.
MILLENNIAL HOTSPOTS
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MEDIA SCHEDULE
MEDIA MIX
2016
MARCH APRIL MAY BAGS
BUS SHELTER
YOUTUBE ADS
BrazelBerries® branded self-checkout stands at Home Depot® will distribute our reusable bags to attract newly-settled millennials who are shopping for their new space. With continued use, these bags are a valuable opportunity to strengthen existing impressions and gain new ones.
These shelters will be strategically placed in trendy neighborhoods where millennials are concentrated. Each city will feature four to six bus shelter ads in high traffic areas where millennials will be going to and from new jobs and building routines to meet their daily needs in their new city.
Our video capitalizes on technologically minded millennials while highlighting the BrazelBerries® Collection in a moment when the consumers are enjoying their space.
With 20,000 bags passed out in each city, we will initially gain 20,000 new impressions; however, the value of reusable bags lies in their ability to extend our message beyond the initial impressions. Reusable bags at Home Depot®: $56,600 The bags: 120,000 Bags (20,000 per city) Self-Checkouts: 24 units (4 per city)
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QR codes added to the bus shelter advertisements will direct traffic to the BrazelBerries® website making it easier to track the effectiveness of the advertising and reevaluate the placements in the city over the two month period. Bus shelter: $100,000 24-36 ads (4-6 per city)
Using Google Analytics to track video click through rates, we can get an idea of the video’s impact on website traffic. With approximately 520,000 impressions, this medium will be an effective means of spreading our message. :15 second video: $143,000 520,000 impressions Cost of production Licensing the song for the video
Total Cost: $ 299,600
JUNE
JULY AUGUST
reusable bags :15 video ad bus shelters
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BUS SHELTER The bus shelter ads allow the viewer to see the BrazelBerries速 plant in the context of the urban patio. At night, the lights on the porch will light up, adding an element of technology to the static image and furthering the potential of their patio with a BrazelBerries速 plant. While millennials navigate their new city, these advertisements bring the BrazelBerries速 plant to life, sparking their imaginations as they curate their new home.
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REUSABLE BAGS Trips to box stores, like Home Depot速, will be frequent outings for millennials while they work to settle into their new spaces1. Reusable bags from a branded self-checkout station in Home Depot速 stores will position the BrazelBerries速 brand to be present while millennials are making pivotal decisions about how to best settle into their new home. The trademark BrazelBerries速 green will entice the newly settled millennial to make purchases at the branded self-checkout where they will earn a reusable shopping bag with iconic designs inspired by the city they are choosing to settle in.
just moved?
:15 SECOND VIDEO AD Our :15 second video illustrates how the BrazelBerries® Collection fits into the newly settled millennial’s space as they establish roots and make it home. The BrazelBerries® plant remains a constant in the video, growing in its pot as the newly settled woman grows into her space.
VIDEO COPY “Throw down your boxes, Kick your shoes to the door, It’s all yours and its full of budding possibilities. What will you do? Let it reflect you. Express you. Inspire you to new growth. Let it be authentically yours. Plant your roots.”
MEET THE TEAM Name
Stephanie Griffin
Hannah Sedlak
Jasper BrezsnyFeldman
Katie McGuigan
Danah Abu Khamsin
Role
Strategist/ Designer
Designer
AE/Copywriter
Strategist
Media Planner
One year, I tried to grow a pumpkin by putting roasted pumpkin seeds in the ground.
Walking to the community garden with my sister, singing, “Let us pick lettuce!”
Favorite Gardening Memory
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Thanks from
When I was 2 As a little kid, Helping my I found a juicy when I lived in grandfather pick earthworm while Seattle, I loved figs from a tree digging in the climbing our lilac in his farm while garden. Just as I trees while my avoiding touching was about to plop mother was the leaves with it into my mouth, gardening. my skin. my mortified mom came racing across the orchard yelling, “No Jazzy, we’re vegetarian!”
THE PROOF 8
1. Nate Abrams “Millennials and Baby Boomers Migrating to Cities: What It Means for the City of the Future” Arts.Mic.http:// mic.com/articles/20130/millennials-and-baby-boomers-migrating-to-cities-what-it-means-for-the-city-of-the-future (2012). 2. Lynn Jackson Kirk “Gardening: New year predicts new garden trends” Richmond Times Dispatchhttp://www.richmond. com/life/home-garden/article_dfc2bec7-5425-5e0a-846c-dc9f9b75a77d.html (2015). 3. Hoffman, Beth. “How ‘Millennials’ Are Changing Food as We Know It.” Forbes: Food and Drink. Forbes, http://www.forbes. com/sites/bethhoffman/2012/09/04/how-millenials-are-changing-food-as-we-know-it/. 14 Sept. 2012. Web. 22 Jan. 2015.
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1. Nate Abrams “Millennials and Baby Boomers Migrating to Cities: What It Means for the City of the Future” Arts.Mic.http:// mic.com/articles/20130/millennials-and-baby-boomers-migrating-to-cities-what-it-means-for-the-city-of-the-future (2012).
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1. Cassandra Sawyer “30 Reasons You Need To Move To Seattle” Movoto. http://www.movoto.com/blog/real-estate-tips/30reasons-move-to-seattle/ 2013. 2. “Portland is 3rd Largest City for Millennials” Marcus Brown Properties.http://www.portlandonthemarket.com/blog/portland-3rd-largest-city-millennials/ 2013. 3. Mandel, Michael. “San Francisco and the Tech/Info Boom.” Mike Bloomberg. http://www.mikebloomberg.com/files/SouthMountainEconomics_SF_TechInfo_Boom.pdf. 2014. 4. “Top Industries for Career Building in Los Angeles.” About Travel. http://losangeles.about.com/od/careersjobs/a/Top-Career-Industries-Los-Angeles.html. 2014. 5. “10 Fastest Growing Cities.” CNN Money. http://money.cnn.com/gallery/real_estate/2014/03/27/fastest-growing-cities/index. html. 2014. 6. “Chicago Takes Top Spot Place On Move-In List, Believe it or Not.” Crain’s Chicago Business.http://www.chicagobusiness. com/article/20140912/BLOGS02/140919953/chicago-takes-top-spot-on-move-in-list-believe-it-or-not. 2014.
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Cheng, Andrea. “Home Depot sees smaller housing-market tailwind.” Market Watch. http://blogs.marketwatch.com/behindthe-