H-E-B Digital Broken Box Media
San Antonio | May 2017 A campaign strategy for promoting H-E-B’s latest digital platforms - app, curbside, and ship to home, in addition to reaching the right customers with the weekly print ad
table of 2
meet the team
3
executive summary
4
objectives
5
situation analysis
6
research & insights
9
competitive profile
12
geographic profile
13
target market
16
strategy
17
media objectives
23
flights
27
timeline
29
budget & media mix
31
call to action
34
work cited
meet the team Broken Box Media - we don’t just think outside of the box, we break the box.
A collaborative, boutique agency located in the heart of downtown Austin, Texas -- Broken Box Media isn’t closed to just thinking “outside of the box.” We are creators and innovators who don’t limit ourselves to dimensions of thinking. We don’t believe in thinking outside of the box; we break the box.
need. We do not just read numbers and regurgitate them back to you; we make sure those numbers matter. We provide a rich, well-established understanding of consumers in the target, which in-turn, will cultivate effective communication through all platforms, traditional as well as digital.
At Broken Box Media, we will work tirelessly to make sure you get the attention you
Break the box, make ideas happen.
Tabbi Loter, Manager & Media Specialist I do remember the first time I went to an HEB as a child. I imagined myself as Alice while walking through the aisle, skipping over the colorful tiles in a food Wonderland.
Caitlin Topham, Public Relations Specialist My brother and I would go grocery shopping with my mom at H-E-B when we were kids. I loved hopping on the back of the cart as my mom went down the aisles, leaping back off whenever I saw my favorite snacks.
Sara Shaw, Account Planner As the youngest child, I got toted along on errands with my mom frequently. My fondest memory of H-E-B: fresh bakery donut in one hand, mom’s hand in the other.
Megan Prendergast, Creative I first walked through the aisles of H-E-B as a freshman in college. Moving from Georgia, I felt pretty out of place in Texas, but my H-E-B made me feel right at home.
Amelia Kwok, Account Management I would often go to H-E-B after school with my mom when I was young. I loved going with her because she would always buy me a snack or candy that I wanted that day.
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executive summary H-E-B is one of the oldest and most trusted brands throughout Texas. Its core values of fostering relationships with the community and fulfilling every need with value, makes H-E-B’s store experience welcoming and enjoyable for each customer. With the forever evolving retail landscape and customer concern of saving time, H-E-B’s new digital capabilities are the perfect solution. Broken Box Media has crafted a strategic media plan to successfully initiate H-E-B’s digital services in the marketplace. Using the top five cities given and a mix of our primary and secondary research to analyze segments’ lifestyles and competitive profiles, Broken Box Media plans to allocate all expenses accordingly. The target market focuses primarily on mothers in the age range of 25-54. These women have two or more kids, they are tech savvy and most importantly, they run a busy schedule. Within the target market, there are two sub-segments. “Convenience Moms” and “Savings Moms.” While both segments represent mothers and the same age groups, the two differ in what each target markets’ needs are. The $3 million budget will be used to establish awareness of their new digital capabilities. The campaign will launch on July 16th beginning the first flight, before back to school. Broken Box Media recommends using heavy online presence through social media, advertisements, local news-related websites, email and search engine marketing. After the initial campaign launch, we recommend using already existing and new sponsorships, as well as school scholarships that donations can be paid through the app. As for in-store, the agency recommends using new creative print ads, digital coupons and a strategy with receipts. Following the initial flight, the second flight focuses to increase acknowledgment of the app and how it can save you money through the holidays. All of the recommendations in the first flight will also be used in the second, with each creative being adjusted for the holiday season. Broken Box Media recommends taking advantage of the holiday season with assorted bundles. Media strategies will heavy up when Thanksgiving and Christmas are near. Transitioning into our third and fourth flights, the campaign will focus on accessibility and creating a sense of community. In addition to continuing with previous recommendations, a large portion of our budget is towards broadcast in the second flight. The final flight will heavily promote the assorted bundles for spring break, holidays and summer family activities approaching. Our commercial recommendation will take place in the fourth flight to connect with the target market and families. Continuously throughout the campaign, there will be various in-store events for certain time periods. These events will increase foot traffic within the stores, while advertising the digital services. Broken Box Media will also utilize social media channels to stay connected to the target market and create a sense of brand credibility. SEM, display advertising, and geofencing for specific locations will also be in place to ensure awareness of the apps and digital service capabilities. Broken Box Media’s strategy will stay true to the already established H-E-B brand while successfully positioning itself in the digital marketplace. The media recommendations are thorough compositions that are planned based on the measurable objectives. This campaign is dedicated to effectively communicating the new digital shopping experiences to the target market.
objectives First and foremost, consumers must know of their options in order to make the right choice. Currently, H-E-B customers are simply unaware of the digital options. H-E-B is more convenient than ever with H-E-B’s new money and time-saving digital features. Broken Box Media is here to make sure this is known. The agency was given two main objectives when building and strategizing recommendations. Along with these overarching marketing goals, each service has its own main objective.
Increase loyalty of existing customers Building awareness and knowledge of H-E-B’s digital capabilities will be the initial step. Loyal customers deserve to know what all H-E-B can offer them.
Utilize the new services as a way to capture NEW customers The recommendations will not skew already existing customers towards savings, curbside, or delivery. Instead, the campaign will show new customers that there is no need to shop at competitor’s store when H-E-B offers everything you need.
Curbside Increase awareness of this service while encouraging trial | With customers being more concerned with saving time, it is important for H-E-B to advertise this service to stay in the market. The goal is to capture new customers while solidifying customer loyalty.
H-E-B Digital Coupons Get 20% of households to sign up for accounts and actively redeem H-E-B digital coupons | Savings and price are two of the primary reasons why consumers choose a grocery store. Broken Box Media will convey the benefits of digital coupons with its exclusive offers and weekly savings.
H-E-B Weekly Ad Find innovative ways to reach our customers with weekly deals relevant to them by acquiring email addresses to send the weekly ad and encourage downloads of the digital app & use of heb.com | With print costing more than digital media and the decline of print readership, the campaign will find ways to engage with our customers digitally while staying top of mind.
H-E-B Ship to Home Communicate to customers that shopping at H-E-B is more convenient than ever | Shoppers are seeking out online outlets to purchase groceries and e-commerce has become an expectation of retailers. Through media outlets, Broken Box Media will assure consumers that they can send themselves, or others, H-E-B products that we all have grown to love.
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situation H-E-B is competing in one of the oldest and most competitive markets. In this evolving retail landscape with consumers becoming more concerned with saving time and declining newspaper readership, H-E-B needs to promote its digital capabilities to compete. H-E-B’s biggest strengths, price and convenience, and its main weakness, lack of digital service awareness, lead us to our strategy. Below are the agency’s analysis of the strengths, weaknesses, opportunities and threats for H-E-B.
strengths • Strong brand loyalty and local commitments • Differentiate from other grocery stores through the use of techniques (such as shared attributes, in-store coupons, mood enhancers, etc.) • Location/Selection/Price - both private labels and branded products
weaknesses • Lack of advertisement of new available technology and shopping possibilities • Lower consumer satisfaction compared to specialized market competitors (Trader Joe’s, Whole Foods) • Lack of loyalty cards or point system
opportunities • Leverage new digital technology • Louder presence on social media platforms • Expanding into the Hispanic target market
threats • High brand loyalty among competing brands • Specialized or local market competitors • App’s capabilities/functionality vs. competitors
primary research Broken Box Media’s primary research began with understanding the general grocery shopping habits. The agency administered an online convenient sampling of 722 respondents, skewed 82% female. As the agency began to have a better grasp of the objectives, the primary research focused essentially on females, specifically moms, ranging in age of 22-44. The research consisted of the following: 15 responses to an online survey in Mom specific Facebook pages, curbside employee feedback, 25 responses to an in-store survey and general retail observation study. The index of the book provides logistics of each. Below are the highlights:
grocery shopping habits H-E-B In-Store Survey • 56.5% of the respondents make a shopping list before coming to the store • 30.4% prefer to receive money tips from digital coupons, while 26.1% want weekly coupons sent to their home • 65.2% of the respondents said digital coupons would motivate them to download a grocery shopping app • Majority of the open-ended questions of dislike/likes for the grocery delivery services responded with liking the convenience but disliking the price or time span
Online Survey • Convenience/location are the primary reasons people go to a specific grocery store (79.1%); price follows at 59.4% • Though the majority of respondents don’t use coupons or discounts, 26.9% prefer digital coupons via a mobile app • When asked what would motivate you to download a grocery shopping mobile app, 81.4% chose digital coupons and 45.4% chose virtual grocery list • When asked separately about curbside and delivery services, about 80% of respondents had never used either. About 20% of the respondents have never heard of either service.
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digital platforms Curbside Employee Feedback: • Young moms with $75k-$200k and 2+ kids are the general customers of curbside service • Diapers, baby items, and highly consumable items such as milk, bread, eggs, bananas are the most common items bought from the service • Busiest time is after work or on the weekends • Negative feedback -- consumers wanting the service at their particular H-E-B, or unable to find the correct location • Consumers hear about the service mainly through word of mouth, see it at the location or social media posts
potential target market research Mom Online Survey • 75% of moms go to HEB for most of their grocery shopping • The reason that respondents went to the grocery store they picked was because of two main reasons; 75% of moms said they go for both the convenience as well as the price. 50% said product quality which was the second most popular reason. • 50% of moms said the thing that will influence them most to try a new product or service is word of mouth. • A majority of the moms (75%) said they do use digital capabilities to assist in-store shopping experiences. The most common digital capabilities used were social media (50%), blog reviews (33.3%), and online research (16.7%). • The main motivating factor for moms to download a grocery shopping app is digital coupons at 87.5% of the respondents. • For curbside and delivery services, 75% and 100% of the moms had never used either, respectively.
key insights Based on the primary and secondary research, there were a few key insights that lead to the strategy and target market. Convenience H-E-B customers want a convenient, less crowded and time saving trip, to get back to their daily lives. Savings Consumers are drawn to products that are on sale or have a coupon, sometimes taking a step away from a brand they are loyal to in order to save money. Shoppers want access to coupons, but in a timely matter. Preparation Majority of consumers tend to have a shopping list or some idea of what they are going to buy before coming to the store. Shoppers know what products they are looking for, their value, the quantity, and price range before arrival. Different Stages of Life Based on our primary and secondary research, we concluded that consumers shop differently based on the stage of their life. • Consumers in college or younger are not taking the time out to search for coupons, read about certain products or services, or buy for anyone but themselves. • New parents, on the other hand, are reviewing and researching almost every product or service. They are influential and curious about new services. However, they don’t have the time to take a few hours out of the week to shop. They need a service that has all of their needs in one app. Sleep deprivation calls for more time. • Parents who have two or more children look for savings that are convenient. In this stage, feeding multiple people can be expensive. Rushing from different events, sporting activities and their own work can be time consuming. These parents need a one stop shop store that can evolve to all their needs. • Within these two groups are single parents. This group has a lower income and even less time. They have both aspects of first time parents and parents with two or more children. This group can be targeted for every H-E-B service.
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competitive profile In order to get a better sense of what our competitors are doing, we researched the digital services they offer on their websites and mobile apps. We included Walmart, Whole Foods, Trader Joe’s, Costco, Target, Kroger, Randall’s and Amazon in our research. Most retailers are already offering many of the same services as H-E-B.
Walmart is a global retailer that offers a wide range of products which includes groceries. Walmart
is planning to spend $1.1 billion in 2017 to update their digital presence, which includes giving grocery shopping a larger presence online. They currently offer online grocery at 150 locations in 20 markets. The superstore offers online grocery shopping for curbside pickup and delivery. App
Curbside Pickup
• • • • •
• • • •
Online shopping Shopping List Store Locator Weekly Ad No Coupons
Same day pickup at no cost Same day delivered for a fee Minimum purchase of $30 4-9 personal shoppers in each store • Show produce to customer before loading their groceries • Products are not marked up
Target is a national retailer that offers a wide range of products, including groceries at some locations. Target has two separate apps, a general app and one for digital coupons. When creating a shopping list, you can also see if an item is available in store and what coupons are offered in each aisle of the store. Most perishable items are only offered in store and not available through online shopping.
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General App
Cartwheel
Pickup
• Online Shopping • Weekly Ad • Shopping List
• Digital Coupons • Select and Scan at the end of shopping trip
• No curbside service
Whole Foods is a global company that focuses on foods and products without artificial preserva-
tives, colors, flavors, sweeteners, and hydrogenated fats. The grocery chain bought a stake in Instacart and expanded their partnership. They don’t offer home delivery through Whole Foods, but their website automatically links to Instacart. App-users must create an account to access coupons and sales. They also offer coupons and sales online to print off and use in store. App Pickup • • • • •
Access to Coupons Current Sales Recipes Store Locator Shopping List
• No curbside service • Only for seasonal items
Costco is a membership-only warehouse club that sells a wide range of products in bulk sizes. Cost-
co does not offer in store pickup, but you can shop online to get products shipped to your home or use their app. Coupons can also be viewed on their website. It should be noted that products are only offered in very large bulk, but they do offer perishable items. App • Online Shopping • Access Coupons • Store Locator
Randall’s is a regional grocery retailer that offers special prices to Randall’s card holders. Randall’s also has two separate apps. Like others, customers must create an account to access the digital coupons. On their website, customers can also place deliveries, access digital coupons and view their rewards membership. General App Delivery App • Shopping List • Weekly Ad • Gas Rewards
• Scan items from kitchen • Shop from items purchased in the past • Make requests from the personal shopper • Deals for free items and free delivery • Product Recalls
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Trader Joe’s is a national grocery retailer whose mantra is “great quality at great prices.” Trader Joe’s does not have much of a digital presence. They do not have an app, coupons, or online shopping.
Kroger is a national retailer whose focus is groceries. It has the most similar digital services when
compared to H-E-B. Customers must create an account to access the digital coupons. Kroger also offers a rewards Visa card which gives customers points every time they spend money on fuel and groceries. App ClickList • • • •
Digital Coupons Weekly Ad Product Locator Shopping List
• Curbside pickup or delivery • Service fee is waived the first three times
Amazon is a global online retailer that offers a wide range of products. It has recently started offering groceries in select cities. Amazon’s offerings on their website and app seem almost identical. Amazon started offering private label food products in June 2016. Amazon is also increasing the number of cities where Amazon Fresh is available. Their next move is to open convenience stores and offer curbside pickup. App • Online Shopping by department • Amazon Fresh department offers chilled and frozen goods • Current and Upcoming Deals
After reviewing H-E-B’s competitors, we believe that H-E-B’s digital presence aligns with most of their competitors. Since curbside pickup and delivery for groceries is a new concept, there is not much research on the success competitors have had. Looking at the research, Walmart, Target, Kroger and Randall’s have the most advanced technology and are therefore H-E-B’s biggest competitors in the digital realm.
geographic profile H-E-B has five major cities of operation: Austin, Corpus Christi, Houston, Laredo and San Antonio. All five areas have fairly similar demographics; however, their differences are worth noting and considering when executing a campaign strategy. The population of Austin is mostly white, non-Hispanic and the average household income is $98,000. In Houston, 30% of the population is white with an average income of $111,000, 40.2% is Hispanic, non-white with an average household income of $62,000. In San Antonio and Corpus Christi, a majority of the population (65%) is Hispanic, non-white with an average household income of around $80,000. Laredo’s population is 95% Hispanic and the average household income is $64,000. Of these five cities, Laredo leads the number of households with children between age 6-17 (18.5%), followed by Houston (10%), San Antonio (10%), Corpus Christi (8.5%) and Austin (7.3%). In all five of these cities, over 35% of households are led by females. Between 2010 and 2016, Texas’ population has grown faster than any other state. Most of this population growth is people moving from California and other countries. Since 2010, the Hispanic/Latino population has grown over 2% while the white, non-Hispanic population has grown over 8%.
“TEXAS’ POPULATION HAS GROWN FASTER THAN ANY OTHER STATE” As mentioned in our secondary target market, Hispanic populations are more likely to engage in online/digital shopping and do their grocery shopping multiple times a week. They are generally shopping for more people. Between 2014 and 2015, the percent change in personal consumption expenditures in Texas rose from 3.5% to 3.9%, and per capita personal consumption expenditures rose from over $36,000 to nearly $40,000.
target market After conducting both primary and secondary research, we have decided to keep H-E-B’s current primary target market and focus on mothers aged 25-54. These women have two or more kids, are tech savvy, and most importantly, run a busy schedule. As soon as a woman becomes a mom, her shopping habits, in particular grocery shopping habits, change. Their focus shifts dramatically toward safety and nutrition when making everyday purchases. The moms we are targeting are no different. They want the best for their family and will often choose a more nutritious product even if that means it will cost more. While they want what’s best for their kids, they are also crunched for time and trying to save wherever possible. So, we’ve separated our moms into two categories, the Convenience Moms and the Savings Moms.
primary Convenience Moms Whether they are rushing in between soccer practices or from the office to the dance recital, our Convenience Moms need to check groceries off their list, so they can move on to the next thing on the schedule - all of this without sacrificing the quality of their items. The H-E-B services and digital capabilities are perfect for our tech savvy moms who are needing to save big on time.
Savings Moms The savings mom may be in a lower income home, saving for college or a single working mom. She still wants the quality, while staying within a budget. The primary reason that current users of the H-E-B app are on it is for all the ways to save. But there are many customers, specifically moms, that don’t realize the opportunity of savings that they are missing out on by not having the app. Digital savings offered through the app will attract Savings Moms.
Moms that would download a grocery shopping app for digital coupons
Moms that use digital capabilities to assist with in-store shopping experiences
Texas moms that do most of their shopping at H-E-B
secondary Hispanic Moms Because of the geographic demographics of H-E-B’s major areas and the grocery shopping habits of Hispanic women, it is crucial to our campaign that we also target Hispanic moms 18-49 years old. Hispanics make up a large part of our geographic populations and generally shop for more people than the average customer does. They are more interested in online grocery shopping than non-Hispanics and are more likely than other groups to use the service again. Hispanics are more likely to travel further for a specific item, but, they are also much more likely to shop based on convenience. Though many Hispanic households do their grocery shopping multiple times a week, often at different stores including grocery stores, large superstores like Walmart, and Hispanic grocery stores, we want to be sure they know about the convenient services that H-E-B provides.
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marketing to the markets There are several stages of motherhood, and each have their own needs: new moms, experienced moms and working moms. New moms had their first child within the past three years and account for 40% of moms in the US, experienced moms had their first child over three years ago and make up the remaining 60%. In addition, 71% of moms are employed. Another way moms can be segmented is by age. There are the Millennials, Generation X and Baby Boomers. With these segments in mind, let’s explore how moms prefer to be marketed to. Firstly, brands need to understand the challenges moms face and not tell them what to do or not to do through advertisements. 64% of moms value their own mother’s opinion the most, followed by their spouse at 60%. Hispanic moms prefer personal advice from their moms and family even more than non-Hispanic moms. This is most likely because these people understand their situation and daily struggles. 52% of moms value other moms’ opinions, and older moms value other moms even more (44% Millennials, 61% Generation X, 70% Baby Boomers). On the other hand, younger moms value social media, TV and blogs about twice as much as older moms do. Hispanic moms also consider themselves more social media and tech savvy than typical moms. In regard to activities that moms do with their kids, 73% of Hispanic and non-Hispanic moms watch TV with their kids on a daily basis. 58% of Hispanic moms also watch videos on social media. A Majority of moms also go grocery shopping with their kids and are the decision makers when it comes to deciding what to buy. It is interesting to note that only 55% of new moms go grocery shopping with their kids while 67% of experienced moms do. This is due to the anxiety and social pressure that new moms feel when in public. Their expectations are also growing and they are starting to expect products to be delivered directly to them. All of H-E-B’s digital platforms should be promoted to the Hispanic market.
Curbside
Location is not key for Hispanics, and they are more willing to drive to farther locations to get what they want, as opposed to non-Hispanics. Hispanics are more likely than non-Hispanics to order groceries online.
H-E-B App
Hispanics download apps to make life more convenient, just as often as non-Hispanics.
Ship to Home
Hispanics typically purchase household products, personal care items and pet food/supplies from mass merchandisers, rather than Walmart or their regular grocery stores/supermarkets. This means there’s an opportunity for H-E-B to draw those customers back to H-E-B with Ship To Home - since the products Hispanics are purchasing elsewhere are many of the items offered through Ship to Home.
strategy There’s one thing moms never have enough of, and that’s time. Our target market is constantly spreading themselves thin, so they turn to H-E-B to save time and money. With the new digital services, including the H-E-B app, digital coupons, curbside pickup, and Ship to Home, convenience and savings are now only a touch away. Our campaign is centered around the big idea, “here for you, with one touch,” because now customers can choose how they shop at H-E-B. Whether they’re running Monday night’s PTA meeting, coaching Wednesday night’s soccer practice or staying late at work, moms can get what they need through their smart devices. At H-E-B, customers are like family, and with our new digital services, they can get the savings, convenience, accessibility, and most importantly, the time that they crave—with one touch.
CONVENIENCE
with one touch
SAVINGS
with one touch
ACCESSIBILITY
with one touch
HERE FOR YOU
with one touch 16
paid media H-E-B’s paid media will co-exist with our campaign strategy of promoting the digital capabilities while keeping the brand’s identity. The brand’s advertising will publicize and give awareness that consumers do not have to go anywhere else other than H-E-B when short of accessibility, convenience, or price. Broken Box will utilize paid media tactics to not only advertise, but find precise moments of creative communication to the target market.
Print - Newspaper and Magazine The print ads will show the convenience and savings of H-E-B’s digital features. To illustrate the app, for example, we will use both a oneand two-page spread. The one-page spread will show a clutter of ads and coupons at the top of the page being sucked into a phone on the bottom. The H-E-B red will fill the empty space. The two-page spread is similar - a page of clutter on the left, and a phone on the right showing the H-E-B app. The other digital features will be featured in similar ads. These ads will run in both English and Spanish in both magazines and newspaper.
Radio The campaign will have every touch point of communication to remind the target market of its digital capabilities. When the target market is stressing about dinner while sitting in traffic on the way to work or even taking the kids to a soccer game, our message will remind them about H-E-B digital services. Radio spots will be heavy during the first phase of the campaign to build awareness, and balance out until the third. For the secondary target market, about 25% of the radio station will be on Spanish speaking stations, while the 75% will be local stations in the DMA areas. The rate estimates are for 30 second radio spots based on DMA averages. For dayparts, spots will play during prime times: Morning Drive, Midday, and PM Drive.
Out-of-Home The new ads created will also be displayed on OOH. Billboards chosen near high traffic highways will increase impressions and awareness of digital capabilities. Two billboards will be located in each DMA. In Laredo, Corpus Christi and San Antonio, there will be one billboard written in Spanish to attract our secondary market. TV Commercial
TV Commercial In regard to activities that moms do with their kids, 73% of Hispanic and Non-Hispanic moms watch TV with their children on a daily basis. From April 16th to May 14th, Broken Box Media will place a commercial in the five selected cities on local, high viewership channels. For dayparts, spots will play during: Prime Time (M-Sa 7p-10p, Su 5-6p), and Early Fringe ( M-F 3p-6p, Sa-Su 10a-6p). The commercial spots will play for four weeks, with five spots per week and channel. We estimate 100,000 impressions per spot with a CPM of $25. With H-E-B already having an established brand and partnership with the San Antonio Spurs, the agency decided to create a commercial concept featuring a player. To further connect with the target market, the commercial will also feature the wife of a Spurs player. The agency recommends having Manu Ginobili and his family as the talent. This 30-second TV spot aims to give the viewer an example of the digital services.
Scene 1: Opens to wife of Spurs player, looking up recipes on the app and social media on her phone. She goes to the H-E-B app, and places an order for curbside pick up. Scene 2: She calls an unknown recipient, and explains that they will need to pick up groceries for dinner after work. After hanging up, the scene zooms out to her getting the kids ready for a sporting activity. Scene 3: The scene’s setting is at an H-E-B. It shows a regular car moving to the curb, with a curbside employee bringing bags out to the car. The window rolls down to show a Spurs player still in their jersey from practice, smile and pop open the trunk. Scene 4: The scene’s setting is outside of their home with the trunk open and the family unloading groceries together. There is a dialogue over the scene explaining H-E-B’s digital services. Scene 5: There is white screen with our short clip of animation of: Savings, with one touch Convenience, with one touch Accessibility, with one touch Here for you with one touch
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Ads on Shopping Carts
Receipt
The new created ads will be displayed in front of the shopping carts, to further expand the promotion of the app within the store.
To further increase awareness and acknowledgment of the savings consumers can have with the app, H-E-B will continue using an old receipt tactic with a twist. After receiving your receipt, the cashier always states “This is what you saved today” with the amount you saved. The cashier will now state “This is what you saved today, but you could have saved this with the digital app” with the amount you saved. At the bottom of the receipt, the amount will also be stated. This campaign will also continue partnership with its already existing companies, with saving coupons to their stores on the back of the receipt. However to receive these coupons, the customer will have to download the app and place in a code located on the back of the receipt with the partnership company.
Digital Aisle Promotion H-E-B’s yellow coupons are familiar & recognizable. Similar to this, these digital aisle promotions will be similar in size and placement, but will be a heavier plastic material. Instead of each customer taking this coupon, these small aisle displays will promote only digital coupons, along with instructions on how to download the app.
Social Media Advertising Younger moms value social media, TV, and blogs about twice as much as older moms do. Hispanic mothers also consider themselves more social media and tech savvy than other moms. With this research, a portion of our budget will be used on social media primarily for advertising. Using our new creative concept for promoting digital services, Broken Box Media will continuously run ads on Facebook, Twitter, Instagram and Pinterest to influence the target audience.
Display Advertising Will create new ads with descriptions and models that fit the two target audiences. Using past data, retargeting, and demographic data, these creatives will run display banners and ROS on relative mobile/desktop sites. These publishers will be able to target consumers who have connection to the store’s wifi, past visitors of the H-E-B’s website, and visitors of affiliated sites selected.
SEM Relative and competitive keywords, landing pages, geo-targeting and expanded text ads will be used to direct audience. Schemas will promote reviews of the nearby store locations to consumers searching.
Emails Existing emails will be sent out to the target audience, segmented and personalized. New email list from consumers who opt-in from the app will also be created and sent out weekly with coupons.
pr tactics Broken Box’s public relations strategies will all be focused on the sense of community and dependability that H-E-B has always emphasized. With shopping habits continuously changing in this digital world, we want consumers to know, and share, that H-E-B is here for them through those changes. Broken Box will utilize these tactics through continued local community support and giving app users the ability to share and communicate with their own personal communities. We hope that with the support of our paid and social media, consumers will be encouraged to share their own personal H-E-B digital service experience.
Assorted Bundles
Back-to-School Scholarship
As a continuous part of the campaign, the assorted bundles will be a tangible example of how H-E-B is here to make things convenient and easy for moms. In each flight there will be various bundles available for purchase depending on the season or holiday. For example, at the launch of the campaign, there will be back-to-school bundles available filled with various school supplies and general school essentials. This will continue throughout the seasons until the end of the campaign. The bundles will be available for purchase in-store, but in order to redeem the bundle coupon, customers must create an account and download the app. Curbside and Ship-to-Home users will be able to add these bundles to their orders and coupons on the app will be available to clip.
In addition to the fundraiser for schools in need, we would also like to put together a scholarship fund during flight one. 10% of every back-toschool bundle that is purchased will go towards the scholarship.
Tablet/Computer Donation
Coupon/Recipe Shareability on the App
Education is already a large part of H-E-B’s community support efforts. We want to capitalize these efforts by adding an additional fundraiser for computers to go to schools in need in our DMA market areas. The option to donate to the effort will be presented to customers during their digital check-outs when using ship-to-home or Curbside as well as at in-store check out.
Everyone has heard or spoken the words, “you’ve got to give me that recipe!” We want to make that easier by making the recipes already provided on the app shareable. With just one touch on the app, you can save and share your favorite H-E-B recipes with family and friends via text, email and social media.
Local Sponsorships We want our target DMA communities to know that H-E-B is here for them in all aspects of theirs and their children’s lives. To do this, we suggest continuing community sponsorships at various little league, middle school and high school sport and extracurricular events. Having a “With One Touch” presence in these family settings will keep H-E-B at the top of parents’ minds when shopping for their families.
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in-store events In-store Tasting
Care Packages Display
Samples for products that have coupons in the mobile app will be set up throughout the store for customers to try. The H-E-B employee will inform customers about the mobile app and the coupons that are exclusively offered through the app. This event can be repeated as many times as the budget will allow.
A display showcasing a bundle of items customers can ship to loved ones who do not live near an H-E-B (family who live in other states, in the military, etc.). H-E-B employees will be stationed near the display to explain how shipping to home works. Customers will be able to purchase the bundles in store or take a handout with instructions on how to order them online. If they choose to buy the items in-store, they can leave them at H-E-B to have them packaged and shipped. This event will correspond with some of the Assorted Bundles offered throughout the campaign.
Mom’s Night Out This event will feature beauty and personal care products that have coupons on the mobile app. Mom’s will be able to get a manicure, try out a new lip color, and sample other items to pamper themselves. The event will take place near the beauty department, and customers will be required to download the app in order to get into the event. It will take place two times throughout the campaign on a Sunday afternoon since this is when most Mom’s will be free to enjoy this event without their kids. The event will be hosted and promoted by Austin, Alamo City and Corpus Christi Moms Blog and The Simple Parent, a Houston mom blog.
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Block Party Right before school starts back up in August, H-E-B will host a cookout in the parking lot. It will take place in front of the Curbside Pickup area to raise awareness about this service. This family-friendly event will feature hot dogs, burgers, soda and water free of charge. There will also be outdoor games, like cornhole. H-E-B will also be accepting donations to put towards providing computers and tablets to underprivileged schools.
social media The target audience is consistently online, connecting and communicating with others through social media. Whether it’s a post about what their kid did that day, or even a recipe they found online, social media is a huge influence on their lives. To always remind the audience of H-E-B, the campaign will have continuous social media tactics throughout the year. In order to do this, a social media coordinator will be hired to conduct these posts. To encourage posts, encompass the entire campaign together, and continue existing strategies, the hashtag #myheb will be used. This hashtag inspires the brand’s image of community, while giving each post a sense of individuality. Online Blogger Broken Box Media will sponsor famous mom related bloggers to use H-E-B digital app and services. In turn, these bloggers will feature it in their videos, articles, or social media posts. These influencers have a large following that trusts their opinion. Below are some recommendations of bloggers for the sponsored posts. Austin Moms Blog, Austin - 8,729 Instagram followers Alamo City Moms Blog, San Antonio - 10.2k Instagram followers The Simple Parent, Houston - 20.3k Instagram followers Corpus Christi Moms Blog, Corpus Christi - 844 Instagram followers Modern Tejana, San Antonio - 2,235 Instagram followers The bloggers above will be used for a later social media take over. After sponsoring the bloggers, Broken Box will see which of these had a higher engagement or conversion level. The more successful bloggers will then be sponsored for a social media takeover of H-E-B’s Twitter, Instagram, Facebook and Pinterest for a week. The blogger will continue to promote the digital services to its follower base.
Twitter There will be an active account where
H-E-B will be tweeting about latest coupons, success stories and upcoming events. We will also be answering users who have questions or complaints about H-E-B’s services and retweet photos and tweets of users at the events.
Instagram Photos and videos will be posted to
promote H-E-B’s products, services and events. In addition, there will be photos of the sponsored influencers at H-E-B and using the app. Users will also be encouraged to post photos from the events with the hashtag.
Facebook Events will be created to increase
awareness of the digital services. Users will be able to read and RVSP to the event. Latest up-
dates will be posted about events, answer questions, and promote businesses that will be at our events.
Facebook Celebrity Live Feed A local ce-
lebrity will participate in a Facebook Live video shopping in H-E-B. This will allow them to connect on the same level as the consumers, while having their personality in the creative concept.
Pinterest On Pinterest, the majority of daily
active pinners are under the age of 40, with the most active segment being Millennial moms. To connect with the target audience on a social media platform they use, H-E-B’s social media coordinator will have an active account with multiple boards. Pinned posts will be sponsored by H-E-B.
Convenience | flight one july 16 - september 30, 2017
Broken Box Media will launch the campaign on July 16th. With school right around the corner, our target market will need the time to discover H-E-B’s digital capabilities and use them to their advantage for the upcoming school year. The first flight will last around three months, focusing on building awareness of the services’ convenience. Broken Box will build the promotions through continuous online advertising and promotions, along with the various media recommendations listed below. Receipts will establish awareness within in the store, while traditional advertising of radio and OOH will provide communication outside the store. Along with these, Broken Box Media recommends continuing implementation of scholarships for schools will accept donations through the app. To model our big idea and H-E-B’s sense of community, H-E-B will sponsor selected schools in various activities in the local DMA target areas. Location and logistics of the schools are located in the index.
JULY 16
Assorted Bundles Radio Emails OOH Scholarship School Sponsorship Digital Donations
AUGUST 1
Assorted Bundles Radio Emails OOH Scholarship School Sponsorship Digital Donations
SEPTEMBER 1
Radio Emails Scholarship School Sponsorship Digital Donations
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Savings | flight two october 1 - december 31, 2017
The second flight of our campaign will begin right before holiday season begins and will run all the way through December. While many of the media and advertising strategies are very similar to flight one, the messaging and specifics will be different. Messaging in flight one focused on the convenience of H-E-B’s services while flight two will shift to the savings that they provide. Especially with the hype of the holiday season and in-store traffic, it will be important to focus all messaging on savings and how H-E-B digital services can provide that. Assorted bundles will be available through this flight, however contents of the baskets will change depending on the specific holiday. Digital aisle promotions will be more holiday specific and traditional and new media will focus on easy savings while also maintaining the big idea of community and being there for customers. There will be a heavier promotion of Curbside during November leading up to Thanksgiving through radio, OOH and weekly emails.
OCTOBER 1
Assorted Bundles Radio Emails
NOVEMBER 1
Digital Aisle Promotion Assorted Bundles Thanksgiving Curbside Radio Emails OOH Magazine
DECEMBER 1
Digital Aisle Promotion Assorted Bundles Emails Magazine
Accessibility | flight three january 1 - march 31, 2018
During the third flight, Broken Box Media will focus on building more intimate relationships with H-E-B customers. The accessibility and approachability of H-E-B and its digital offerings are highlighted here. Our goal is to reach our target markets at different, less crowded places, both online and offline. We will focus on connecting with moms through mom blogs and school-related events. The mom blogs will serve as a way for the women to connect and share their stories of their H-E-B, while the school sponsorships and scholarships will show the grocery store’s commitment to families and education. Charity will be highlighted in this flight, too. H-E-B will accept digital donations through curbside and Ship to Home, and then all digital users can vote on monthly causes to support. A portion of the money will go towards the winning charity. Broken Box Media will implement the app to allow users to get involved with H-E-B’s current charity initiative.
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JANUARY 1
Digital Aisle Promotion Mom and Hispanic Blog Radio Emails Scholarship School Sponsorship Digital Donations Magazine
FEBRUARY 1
Mom and Hispanic Blog Charity 5% App Voting Radio Celebrity Facebook Live Scholarship School Sponsorship Digital Donations
MARCH 1
Assorted Bundles Mom and Hispanic Blog Radio Scholarship School Sponsorship Digital Donations
Here for you | flight four april 1 - july 15, 2018 For the final flight, Broken Box Media will focus on increasing the awareness and usage of H-E-B’s digital capabilities. It will also aim to maintain the customers who have started using the digital capabilities during the last three flights. We want to continue to emphasize to customers that H-E-B is here for them with one touch. This flight will last three and a half months, and will achieve its goal through the use of continuous online and in-store advertising along with the additional media recommendations below. Our main focus during this flight is the assorted bundles and a commercial. The assorted bundles will change each month, depending on the holiday period. We want to have different bundles each month to keep customers interested in the digital services, which is where the discounted bundle coupon is available to download. Second, the commercial will be used to reinforce the big idea that H-E-B is here for their customers with one touch. We’ll create a commercial related to Mother’s Day to connect with our target audience of moms and include a celebrity in it as well.
APRIL 1
Assorted Bundles Commerical
MAY 1
Assorted Bundles Commerical Magazine
JUNE 1
Assorted Bundles Magazine
JULY 1
Assorted Bundles Magazine
Continuous july 16, 2017 - july 15, 2018
Broken Box Media continuous efforts will make sure H-E-B’s digital presence grows and establishes the brand in a highly competitive market. By implementing SEM strategies, pushing content marketing, maintaining social media platforms, running newspaper ads throughout the year and regularly updating the website, our efforts will guarantee that the digital services will be known. H-E-B will stay relevant and continue to carve its own digital space as an accurate and reliable grocery store. Broken Box Media is committed to reaching the target market through native and effective advertising on every digital platform needed. Our strategies will be able to be implemented beyond the campaign year. • • • •
SEM Social Advertising Display Advertising Receipt Promotion
• • • •
Assorted Bundles Network Geofencing Shopping Carts Ads Newspaper
timeline Print Magazine Newspaper Television Spurs Commercial Out of Home Billboards Radio Digital Email SEM Display Advertising Social Media Advertising Geofencing In-Store Shopping Carts Aisle Coupons In-Store Events Receipts Assorted Bundles Social Media Content Management Mom & Hispanic Blogs Celebrity Facebook Live Public Relations Scholarship Sponsorships Digital Donations
july aug sept oct nov
dec jan feb mar apr may jun july
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budget and media mix Media Time Period Price Percent of Budget TV Production 4 weeks $302,000 10.07% TV Commercial 4 weeks $750,000 25.00% Radio 37 weeks $797,535 26.58% Facebook Advertising 52 weeks $19,950 0.67% Instagram Advertising 52 weeks $13,160 0.44% Twitter Promoted Tweets 52 weeks
$2,700
0.09%
Pinterest Engagement
52 weeks
$10,600
0.35%
FB Celebrity Live Feed
1 day
$25,000
0.83%
Digital Aisle Promotion
12 weeks
$7,400
0.25%
Magazine 6 months $119,702 3.99% Newspaper 52 weeks $338,449 11.28% SEM Tactics 52 weeks $60,000 2.00% Emails 28 weeks $5,600 0.19% Display Advertising 52 weeks $5,600 0.19% OOH 4 weeks $35,464 1.18% Geofencing 52 weeks $29,540 0.98% In-Store Events
15 days - varies
$204,000
6.80%
Bloggers 12 weeks $27,300 0.91% Social Media Take Over
1 week
$1,000
0.03%
School Sponsorships 12 weeks $120,000 4.00% Ads on Shopping Carts
52 weeks
$0
0.00%
Receipts 52 weeks $0 0.00% Assorted Bundles Seasonal $0 0.00% Digital Donations 12 weeks $10,000 0.33% School Scholarship 12 weeks $15,000 0.50% App Upgrades 52 weeks $0 0.00%
Contingency - $100,000 3.33% Total 52 weeks $3,000,000 100%
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Broken Box Media effectively allocated the budget in order to fully integrate the digital services with consumers’ shopping experiences. Through this campaign strategy, H-E-B will educate the target market about their services as well as encourage them to engage in social media and events. Through the four flights and continuous efforts, the media mix is broken up into social, paid (traditional and digital) and PR tactics. Our paid media recommendations make up the majority of the budget. As shown through our primary and secondary research, the target markets spend a large percent of their time watching television and commuting to work. Through TV commercials, radio, OOH and print advertising, these strategies will produce the largest amount of impressions, increasing the overall awareness of the digital services. Broken Box Media has placed media in specific locations to improve the chance of engagement. To specifically reach the secondary target market, Broken Box Media has allocated funds to increase their awareness through different medias. In each of the five DMA’s, there will be one billboard with our ad concept and various print ads written in Spanish. With these print ad concepts, there will be Hispanic models and families. Along with these, 25% of the radio stations will be Spanish speaking and one Hispanic blogger is selected for blog sponsorships.
“H-E-B will educate the target market about their services as well as encourage them to engage in social media and events.” 30
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Call to Action Broken Box Media has worked diligently to understand the culture and pinpoint the appropriate messages to show that H-E-B will always be one touch away for its consumers. Broken Box Media is confident in its ability to effectively speak to the target market and emphasize their importance in the community. This media plan is tailored to seamlessly align with H-E-B’s established core values, while reaching overall your goals of building awareness of the grocery store’s digital capabilities. Broken Box Media thanks you for considering this media plan. We are certain that the strategic planning and passion presented here will lead H-E-B to a successful outcome. Now it is your turn to break from the box, and let ideas happen with Broken Box Media.
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work cited “Articles for Entrepreneurs Radio Advertising Costs in Texas.” Radio Advertising Costs in Texas. Gaebler Ventures, 23 Apr. 2017. Web. 25 Apr. 2017. Bloom, Beth. “The Food and Drink Shopper: Spotlight on Technology.” Mintel. N.p., Nov. 2016. Web. 21 Mar. 2017. Carmichael, Matt, and E.J. Schultz. “Stat of the Day: 68% of Millennials Ask Friends Before Choosing a Restaurant.” Ad Age. John Golden, 29 June 2011. Web. 22 Mar. 2017. Cavato, Gina. “Marketing to Moms.” Mintel. N.p., Sept. 2016. Web. 02 Apr. 2017. Chronicle, Lydia DePillis Houston. “Texas Again Tops the Nation in Population Growth.”Houston Chronicle. N.p., 20 Dec. 2016. Web. 25 Mar. 2017. Dave Gian. “Infographic: How Millennial Moms Shop to Fill Their Kids’ Lunch Boxes.” – Adweek. Adweek, 14 Aug. 2015. Web. 30 Mar. 2017. Freud, Aliza. “Will Moms Buy Groceries Online?” 03/24/2017. MediaPost, 24 Mar. 2017. Web. 30 Mar. 2017. Halzack, Sarah. “How Walmart Plans to Transform the Way We Buy Groceries.” The Washington Post. WP Company, 08 Oct. 2016. Web. 21 Mar. 2017. “Hispanic Shoppers Bring Social, Mobile Habits to the Grocery Aisle.” EMarketer. N.p., 25 Apr. 2013. Web. 22 Mar. 2017. “Population Estimates, July 1, 2016, (V2016).” Texas QuickFacts from the US Census Bureau. N.p., 2016. Web. 25 Mar. 2017. Ruiz, Juan. “Marketing to Hispanic Moms.” Mintel. N.p., Sept. 2016. Web. 4 Apr. 2017. Smith, Diana.. “Grocery Retailing.” Mintel. N.p., Nov. 2016. Web. 23 Mar. 2017. SimplyMap. N.p., n.d. Web. 25 Mar. 2017.
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