INNER DRAGON FEED your
The TEAM SECONDARY RESEARCH TEAM Paulina Szydlo Brittany Ellers Martin Miller Garrett Poladian Jamie Vareen Savannah Richardson Jordan Coleman Sean Chivers* Miriam Duckworth* Lucy Michelle** Jasmeen Rhoden**
Tabitha Yamaguchi
NICOLE RENFROE
MIRIAM DUCKWORTH
Brittany Stephens
SEAN CHIVERS
JADE FURMAN
EMILY MIKEL
NOEL FONTAINE
TIFFANI JOHNSON
Theresa Michalak
Nishuan trahms
MAKENNA CURTIS
MARIANA MAGALHAES DE PAULA
BROOKE TANSWELL
ANSWER ADVISOR
DRAGON HERDER
ILLUSTRATOR
DATA DIVA
JACK OF ALL TRADES
CREATIVE FLOATER
IDEA GENERATOR
ARTISTIC VISIONARY
EXECUTIVE PEACE GURU
RESEARCH WIZARD
ORIGINAL SASSY DRAGON
PLANS BOOK MASTER/ POWERPOINT GENIUS
SOCIAL MEDIA MAIDEN
EXECUTIVE PERSUADER
*NSAC Team Member **NSAC Team Member (Not Pictured)
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EXECUTIVE SUMMARY Long gone are the days when brands could simply craft a clever message and place it in a traditional space like newspapers. Now, in order to be successful brands must engage on an entirely different level. They must find a way to develop the right message for a particular audience segment and deliver it in the right space at just the right moment. For Millennial consumers this expectation epitomizes everything that they are – distinctive, variety seeking individuals who feed off of personalization. Tai Pei’s experience entering the market with packaging emblematic of its takeout competition signifies a willingness to be bold and connect with consumers in an authentic way. To effectively reach Millennials, Tai Pei must take things a step further once again by identifying a concept that allows this generation to own who they are in the brand while celebrating their individuality.
challenge To develop a fully integrated marketing and retail campaign for Tai Pei’s new single serve entree line that targets the younger Millennial consumers. The campaign must focus on: • Combating negative perceptions of frozen food as “unhealthy” • Highlighting compelling attributes such as value, flavor, and variety • Emphasizing use of all natural/clean ingredients, no additives or preservatives, and quick cook time
Table of Contents Situation Analysis
3
Research
5
Strategy
9
Creative
13
Budget
21
Objectives •
Increase awareness of Tai Pei’s new product line among 18-24 year old college students in 22 DMAs between July 2017 and March 2018
•
Generate at least 19 million media impressions between July 2017 and March 2018
•
Generate a 10% increase in sales of Tai Pei’s new product line (in comparison to previous line) by March 2018
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SITUATION ANALYSIS BRAND HISTORY The Tai Pei brand has a long-standing history of supplying consumers with easy, convenient, and delicious Asian-style offerings. It all began when VIP Foods introduced Tai Pei’s first single serve entree, Sweet & Sour Chicken, in 1996. Cleverly packaged in a takeout-style box, the brand’s entry into the market was memorable and allowed consumers to enjoy all the elements of a Chinese takeout experience right at home.
live better lives. The Ajinomoto philosophy is simple: “Eat Well, Live Well.” Currently, the brand has a range of familiar and approachable restaurant inspired entrees including General Tso’s Chicken, Beef and Broccoli, Chicken Chow Mein and Chicken Fried Rice in addition to other snacks and appetizers that complement the main dishes. In 2017, the product line was reformulated with improved ingredients as well as new easy-to-use packaging.
In 2014, Tai Pei became part of the Ajinomoto Windsor family and benefits from the organization’s focus on innovation, technology, and creating products that allow consumers to
positioning POINTS OF DIFFERENTIATION
$
VALUE
FLAVOR
CLEAN INGREDIENTS
PRODUCT VARIETY
QUICK & EASY PREP
“Tai Pei is the frozen Asian food brand (in Single Serve Entrees) delivering a full range of great tasting, Asian dishes made with real, clean ingredients at an unmatched value. We are the Asian experts, delivering exceptional choice and flavor, at an affordable price.” - Tai Pei Case Study
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situation analysis current audience & competitive landscape Prepared Meal Industry Trends: • • • • •
Frozen entrees experiencing sluggish growth Single and multi-serve entrees hold largest market share Snacks and appetizers declining Household penetration of frozen food is currently at 73% nationwide Refrigerated meals market share increased to 22%
Competitor overview • • •
$400,485,056 in sales* 36,345 Facebook followers 1,100 Pinterest followers
• • • • •
$678,326,400 in sales* 8,506,833 Facebook followers 65,455 Twitter followers 1,070 Instagram followers 861 Pinterest followers
• • • •
$732,087,936 in sales* 575,121 Facebook followers 10,100 Twitter followers 3,154 Instagram followers
• • • • •
$361,368,224 in sales* 478,902 Facebook followers 13,500 Twitter followers 1,226 Instagram followers 2,400 Pinterest followers
33%
MEDIA SPEND
Current Audience • Generation X females • Works full time with an average household income of $60,000 • Married with children • Cooks dinner 2-4 times per week and brings lunch to the office every day • Enjoys experimenting with new flavors and new cuisines • Uses Facebook to keep in touch with friends and family, and Pinterest for ideas and inspiration • Too busy to workout at the gym, but enjoys long walks from time to time • Spends spare time going to the movies and watching TV shows on Bravo, A&E, Food Network, and Lifetime • Shops primarily at Walmart and Kroger • Uses coupons to save money when convenient
32%
MEDIA SPEND
14%
MEDIA SPEND
7%
MEDIA SPEND
*Sales in 52 weeks ending August 7, 2016 Data Source: IRI POS Scan Data ending 08/07/2016
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RESEARCH PRIMARY & secondary After carefully reviewing the client case study and background documents, both secondary and primary research was conducted in order to understand and segment the Millennial target audience. The data analyzed was used to create a campaign that delivers a variety of measurable methods to spread brand awareness, stimulate trial use, and ultimately encourage overall brand loyalty.
1,144 REsearch IMPRESSIONS
31
focus group participants
253
articles & reports
753
SURVEY respondents
90
samples tasted
secondary RESEARCH Through the evaluation of more than 200 credible articles and industry trend reports, the following key points constructed the millennial mindset toward frozen foods.
MILLENnIAL messaging • • • • •
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Prefer to purchase brands they can have a one-on-one interaction with Like to discover new products and brands Want the ability to easily find information on the ethics/values of the brand Comfortable holding contradictory beliefs Irony is very much their preferred form of self-expression
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in-store observations
RESEARCH SECONDARY Millennial SHOPPING EXPERIENCE
MILLENnIAL CHANNELS
• Ma jority use their mobile device before grocery shopping • Use mobile devices during grocery shopping trips to access mobile coupons, weekly ads, create/manage shopping lists, find recipe inspirations, and find store locations and hours • Preference for coupons/offers to be sent to their mobile device when they enter a store • More spontaneous and adventurous than previous generations regarding their interactions with food and beverage • Fear the lifestyles commonly associated with frozen food consumers • Appreciate convenience, low prices, honest ingredients, high-quality products, and environmentally-conscious values, with sustainable packaging
• Looking for easy access to information via a smartphone or mobile device • Online videos are most optimized by being capable of sharing on multiple platforms • Likely to listen to online radio and use streaming services for TV consumption verses the more traditional platforms • Prefer “hyper-targeted” media that is personalized • Trust influencers to deliver messages as long as the message seems relevant to their content
secondary research insights Developmental secondary research revealed that Millennials: • Function as self-aware, complex consumers that are full of contradictions • Appreciate experiences and value from brands that can be shared face-toface and digitally • Expect brands to meet them where they are and personalize content • Rely heavily on their digital devices before and during shopping trips • Look for practical, convenient, affordable, high-quality products that are made from real ingredients • Make food choices that are adventurous and spontaneous
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RESEARCH PRIMARY survey results Using the key insights from the secondary research, additional data was obtained to further define the Millennial segments the campaign should focus on. Using an electronic survey, 753 responses were collected.
RESPONDENT DEMOGRAPHICS
0
The survey captured participants’ demographic information and their typical weekly meal routines. Questions were focused directly on understanding how Millennials view frozen foods and how often they purchase them.
100 200 300 400 500 600 700 800 25-29
18-24 IN COLLEGE
BACHELOR’S
WHITE/NON-HISPANIC SINGLE
OTHER OTHER AFRICAN AMERICAN
MARRIED
OTHER OTHER
* The online survey had a total of 753 respondents (95% confidence level with a -/+4% margin of error). Out of those, 593 surveys were in the millennial age range.
survey insights The survey data revealed that Millennials: • Identify grocery options that are easy to prepare as the primary factor in purchasing • Choose meals that are convenient and fit their busy lifestyles as a secondary reason to buy • See price as a tertiary factor in their purchase decisions • Find variety and health benefits less important than other factors when making a purchase decision • Mostly purchase groceries from Walmart 1-2 times a week on average
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research primary TASTE TESTING A total of 15 taste testers each sampled 6 entrees, which included both the new product line and the previous versions.
IN-STORE OBSERVATIONS In-store observations in 17 store locations in Florida, Alabama and Mississippi compared the placements of Tai Pei in relation to its competitors. Findings indicated that competitors such as P.F. Chang’s held preferred placement in freezers, leaving Tai Pei out of view on the top shelf.
focus group analysis RESPONDENT DEMOGRAPHICS 0
5
10
15
20
25
18-24 MALE
25+
FEMALE
WHITE/NON-HISPANIC ON CAMPUS
30
OTHER
35
After completing the analysis of the developmental research, the initial creative strategy on Tai Pei’s new product line as easy to prepare, convenient, and affordable emerged. In order to copy test the visual and narrative message with the target audience, two focus groups were conducted with a total of 32 participants.
Findings revealed that the initial creative strategy and channels should be altered to reflect a more authentic, relatable message using digital platforms and opportunities to experience the brand.
OFF CAMPUS
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SWOT ANALYSIS INTERNAL
exTERNAL
S W O T STRENGTHS • Improved packaging • Convenient (time saver & easy to prepare) • Affordable price starting at $2.28 per entrée • Single serve portions • Healthy options (natural) & improved ingredients • Vegetables retain freshness because they are flash-frozen right after harvest • Consistency with their look and content across all social media platforms
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WEAKNESSES • In-store availability • Disbelief by consumers of healthy or fresh ingredients • Product placement • Noticeable packaging • Lack of consistency between packaging and channels • No vegan items • Based on Facebook reviews, low meat content exists • No interaction on Facebook with followers • Lacks organic, nonGMO, and gluten free products • Low awareness and enthusiasm • Operating within stagnant market • Lack of variety • Poor distribution
OPPORTUNITIES • New packaging design and rebranding • Easy to heat & eat • Faster cook time • Advertise dual preparation for the different dishes (e.g. customizing Tai Pei at home and add in your own ingredients) • Partner with a social cause • Displaying use of fresh ingredients
THREATS • Millennials have negative perceptions about frozen food • Less variation/choice because Tai Pei only produces Chinese food (compared to Stouffer’s, Marie Callender’s, Healthy Choice, and Lean Cuisine) • P.F. Chang’s offers a wider variety of Asian food and has a well-known restaurant name
STRATEGY AUDIENCE PERSONAS
PRIMARY
Through the analysis of the primary and secondary research, three personas were identified as the target segments of the millennial audience. These character archetypes reveal core commonalities that allow the campaign to hyper target key messages in the most effective and efficient manner possible.
THE FROZEN FOODIE
PRIMARY
Jessica, 23
THE CONVENIENT COLLEGIATE
• • • • •
Single Lives in Gainesville, FL Full-time student Part-time waitress Makes less than $25k a year • Lives in an off campus apartment
• Shops at Walmart twice a month • Cooks more than 3 days a week • Likes frozen food entrees for the variety • Not health conscious
• • • •
Single Lives in Boulder, CO Full-time student Part-time box office attendant • Makes less than $15k a year
• Lives in a residence hall on campus • Shops at Walmart twice a month • Does not cook • Likes frozen food for convenience & ease of preparation
• • • •
• Shops at Walmart once a week • Cooks at least 5 times a week • Consumes frozen entrees regularly • Health conscious
SECONDARY
Nicolas, 21
THE HEALTH CONSCIOUS NEWLYWED Michelle, 27
Married Lives in Philadelphia, PA Bachelor’s Degree Full-time elementary teacher • Makes $45k a year • Lives in a house
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STRATEGY MESSAGE
INNER DRAGON FEED your
In order to execute a compelling campaign that will resonate with the target audience, the message strategy is grounded in authenticity and focuses on the Millennial expectation that Tai Pei will “meet them where they are” to deliver a highly personalized experience. Based on the research insights and confirmed by the copy testing results, Tai Pei will be positioned as easy to prepare, convenient and affordable.
narrAtive
Millennials are highly individualistic, and cannot be marketed to in just one voice. Unlike prior generations, Millennials grew up in a world of endless variety. They enjoy expressing themselves, and need to be acknowledged as individuals in order to appreciate the message. The tagline, FEED YOUR INNER DRAGON, evokes an understanding that the Tai Pei brand encourages the consumer to fuel the thing inside of them that makes them who they are. FEED YOUR INNER DRAGON can mean different things across the demographic, while still acknowledging the distinctiveness of each individual person it represents.
visual In order to bring the FEED YOUR INNER DRAGON tagline to life, an authentic Chinese Lion Dragon is used as the visual characterization of the campaign. Affectionately referred to as “Ginger,” she is costumed in traditional Chinese garb and is every bit as sassy as she is committed to satisfying hunger. The fun and playful spirit of this benevolent creature serves as a direct connection to the Tai Pei logo and the Millennial consumer.
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STRATEGY channels Reaching the Millennial consumer where they are is a critical part of the FEED YOUR INNER DRAGON strategy. Digital channels will be paramount to optimizing the messages and increasing the opportunities for engagement. Through targeted vehicles, the campaign begins with awareness and uses video on paid social, streaming services, cable television, and mobile. Once the target audience has become aware of the brand, the Comprehension/Conviction phase uses experiential
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AWARENESS Paid Social Media: Facebook, Instagram, Youtube, Shapchat, Bitmoji Streaming Services: Hulu Cable: Timeslot Specific & Programatic
marketing on college campuses and during gaming conventions. During the Desire/Trial phase, the target audience encounters the vending machines on college campuses and through the Point of Purchase displays in local grocery retailers. These phase also includes the strategic placement of billboards near college campuses and Walmarts as directionals to Tai Pei Retailers. The action phase of the campaign is achieved through in-store purchases.
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CONVICTION + COMPREHENSION Campus Events: Food Truck, Snapchat Filters Gaming Conventions: Food Truck, Augmented Reality, Claw Machine
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4
DESIRE/TRIAL
ACTION
Point of Purchase Displays: Vending Machines
Point of Purchase: Freezer Case Displays
Out of Home: Digital Billboards
Digital: Mobile Banner & Display
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CREATIVE VIDEO: STREAMING & CABLE As a central component of the FEED YOUR INNER DRAGON campaign, 15- and 30-second videos will be leveraged on both streaming services such as Hulu and cable networks such as Adult Swim, BRAVO, Comedy Central, ESPN and FX. Based on the research findings, Hulu provides the best opportunity to reach the key audiences in the Over the Top (OTT) delivery space using the 15-second variations of the spots. The extended 30-second versions of the spots will be used on cable to further enhance awareness of the brand and reach into the secondary audience. The cable media buy will be a combination of both time slot specific and programmatic spot schedules. The videos feature scenarios relatable to the target audience, using authentic situations such as coming in from a long night out and binge gaming to position the brand as the easy to prepare, convenient and affordable option that will feed their INNER DRAGON.
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THE LONG NIGHT https://vimeo.com/209869049
PASSWORD: feedyourinnerdragon
THE GAMER https://vimeo. com/209865768 PASSWORD: feedyourinnerdragon
CREATIVE Mobile & Digital The FEED YOUR INNER DRAGON campaign will introduce mobile and digital display ads to further spread awareness of the new single serve Tai Pei entrees. The ads will feature a moving dragon and falling confetti as seen in the video spots. The 15-second version of the video spots used for OTT and cable networks will also be included as a call-to-action when possible.
locations where the product is available and during peak times prior to lunch and dinner. As a results-oriented metric and to extend from awareness into trial purchase, users will also encounter ads featuring a mobile coupon with a BOGO promotion. Metrics from the ads will allow for tracking awareness related statistics and coupon redemption will indicate trial use.
Geo-targeting features will be activated for the mobile ads allowing Tai Pei to capitalize on serving the message to the right audience at the right time as users near
music streaming Millennial consumers are more likely to stream music than they are to listen to traditional radio. The campaign would target display ads on Pandora, which has the largest reach of any music streaming service. Video ads will also be used on Spotify via the Branded Moments product.
Website redesign The Tai Pei website will be redesigned to feature the FEED YOUR INNER DRAGON narrative, with new visuals and copy. The new site will feature a fully responsive design optimized for mobile traffic.
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creative SOCIAL MEDIA Social media has significantly changed the way Millennials communicate, share, and receive information. The social media will revolve around creating an experience between the brand and the consumer using the FEED YOUR INNER DRAGON tagline and visuals.
FACEBOOK PROFILE PICTURE FILTERS Temporary profile photo filters will be used for consumers to show off their love of Tai Pei, and encouraging others to do the same.
INTERNET USERS
297.3M up 2.2% from 2016
SOCIAL NETWORK USERS
191.1M
up 2.9% from 2016
FACEBOOK USERS
174.1M
up 2.7% from 2016
INSTAGRAM USERS
77.0M
up 12.5% from 2016
TWITTER USERS
53.3M
up 1.9% from 2016
SNAPCHAT USERS
70.4M
up 14.2% from 2016
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FACEBOOK & INSTAGRAM ADS Ads on both Facebook and Instagram will be used to bring awareness to the new product line improvements. The ads will encourage consumers to explore Tai Pei’s website and discover the new products and how they can relate to the brand.
creative SOCIAL MEDIA BITMOJI Bitmoji is a avatar platform that is completely customizable. It can be made to resemble the user, customizing features from hair down to outfits. Utilization of this tool will lead to brand awareness amongst Millennials. Further spreading the reach of the FEED YOUR INNER DRAGON concept.
Creating a Tai Pei dragon outfit or costume that users can put on their Bitmoji would quickly and easily share the brand to users who receive messages from other users wearing the costume. Since you can change your Bitmoji’s outfit everyday if you want to, the more people using the costume the larger the reach of the message.
Snapchat The Snapchat geofilter will be used as a part of the Campus Takeout Tour and feature the FEED YOUR INNER DRAGON tagline. Additionally, Bitmoji can be linked to Snapchat accounts so users can showcase their Bitmoji on Snapchat.
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creative experiential CAMPUS takeout tour Tai Pei will host campus events across the country to build conviction with the brand. The Campus Takeout Tour will hit 22 universities, starting in August 2017 and end in March of 2018. The events will introduce the Tai Pei experience with a food truck, a pop-up tent, music, and flavor fun. The food truck will be used to distribute samples of the product. Students will also receive a coupon for a BOGO offer to be used in-store, which increases trial use of the product.
campus vending machine After the food truck departs, a customized vending machine will be installed on campus. Tai Pei will place the Bicom® vending machines on college campuses in all 22 of the DMA’s. The M300T machine from Bicom® Vending insulates frozen items, and heats them up when ordered. The machine stocks 100 items, using an insulated compartment system to bring the quick, line-free experience to the college campus. To generate additional excitement about the vending machines, the first 100 entrees will be dispensed from each free of charge.
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creative experiential gaming conventions Focus group participants confirmed that Tai Pei’s single serve entrees provide a convenient meal that fits their busy lifestyles. In particular, gamers within the focus group sessions revealed how easy the new package would heat between matches. Further questioning during the focus group sessions confirmed that gaming convention sponsorship/participation by Tai Pei would be an ideal way to reach a large segment of the younger Millennial target audience.
During the FEED YOUR INNER DRAGON campaign, Tai Pei will become an official sponsor of the PAX gaming conventions. The PAX gaming conventions take place in Boston, Seattle and San Antonio and are the country’s three largest industry events. As a sponsor, Tai Pei will use an augmented reality scavenger hunt to encourage brand engagement. The game will challenge attendees to find as many of their “INNER DRAGONS” as possible throughout the convention center. Winners will receive a free plush toy and bragging rights celebrating the successful completion of their adventure.
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creative experiential food truck Tai Pei will have a food truck at the conventions and the campus tour to capture attendees. The food truck will carry every flavor of Tai Pei’s single serving entrees as well as pot stickers and spring rolls. The convenience of fresh hot food during a long wait in line builds conviction among consumers in the comprehension phase.
dragon claw machine Integration of a claw game machine will build brand awareness amongst the gamer community. The machine will feature the FEED YOUR INNER DRAGON plush toys. The claw machine will build brand recognition and awareness within the gaming community.
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creative in-store activation During the creation of Tai Pei’s SWOT analysis, numerous observations of various grocery stores stocking the product revealed that Tai Pei’s frozen single serving entrees are commonly stocked at the top row of the freezer. This was initially listed as a weakness, however, after further evaluation, it has been determined that the brand’s in store location is an amazing opportunity. An inter-freezer border will be used to frame Tai Pei’s location in the freezer, while signage featuring the dragon mascot acts as a marker to remind and excite the target audience.
interactive digital billboards Digital interactive billboards will be placed in the top 22 DMAs near retailers that sell Tai Pei within a 5-10 mile radius of college campuses. Each billboard will feature the dragon mascot celebrating and real-time Instagram posts using #FeedYourInnerDragon. The billboards will allow consumers to interact with Tai Pei by giving them the chance for their post to be featured on the billboard.
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BUDGET Tai Pei DMA Listing The map below indicates the target DMAs for the FEED YOUR INNER DRAGON campaign. DMAs were selected based on the following criteria: • Highest population of 18-34 year olds • Geographically situated near university and/or college campus • Highest BDI for frozen prepared foods
The $15 million budget includes all 22 DMAs listed while the $10 million budget presented eliminates the following DMAs in order to maintain all tactical deliverables*: • Boulder, CO • Fort Collins, CO • Gainesville, FL • Tallahassee, FL • Tampa, FL • Cincinnati, OH *With the reduction in DMAs for the $10 million budget, the campaign’s in-store activation tactic will be executed in 60 Walmart locations rather than the 124 stores featured in the $15 million budget.
1. Boulder, CO 2. Fort Collins, CO 3. Madison, WI 4. Ann Arbor, MI 5. Gainesville, FL 6. Austin, TX 7. Denver, CO 8. Tucson, AZ 9. Tallahassee, FL 10. Seattle, WA 11. Tampa, FL 12. Minneapolis, MN 13. Columbus, OH 14. San Francisco, CA 15. Cincinnati, OH 16. Washington, DC 17. Philadelphia, PA 18. Raleigh, NC 19. Orlando, FL 20. Columbia, SC 21. New York, NY 22. Baton Rouge, LA
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BUDGET MEDIA PLAN/BUDGET BREAKDOWN $3,544,364 $2,444,364 $1,100,000
$4,614,743 $1,450,000 $1,159,743 $2,005,000
$1,076,403 $587,129 $489,274
$2,071,984 $480,000 $734,984 $857,000
$1,476,030 $3,703 $373,077 $7,700 $259,000 $407, 500F $144,000 $60,700 $39,000 $103,850 $47,500 $30,000
VIDEO: CABLE & STREAMING CABLE TV SPOTS HULU COMMERCIALS ADS
MOBILE & DIGITAL DISPLAY MOBILE & DIGITAL DISPLAY SEM/GOOGLE ADWORDS MOBILE COUPON REDEMPTION
MUSIC STREAMING SPOTIFY BRANDED MOMENTS PANDORA VIDEO ADS
PAID SOCIAL MEDIA FACEBOOK/INSTAGRAM SNAPCHAT GEOFILTER/BITMOJI YOUTUBE
EXPERIENTIAL: CAMPUS & GAMING TENT BICOM MIDA M300T VENDING MACHINE GIVEAWAY PRODUCT SAMPLING OOD TRUCK SPONSORSHIP BOOTH SKYBRIDGE SIGNAGE CLAW MACHINE & PLUSHIES COLLECTIBLES AUGMENTED REALITY APP
$10,168
IN-STORE ACTIVATION
$6,200 $3,968
VENDOR POP SETUP IN-STORE SIGNAGE
$584,000 $707,975 $41,400 $650,000 $16,575G
$164,333 $120,000 $12,500 $31,833
$750,000
DIGITAL BILLBOARDS PRODUCTION WEBSITE REDESIGN VIDEO PRODUCTION RAPHIC DESIGN
Management & administration TRACKMAVEN RESEARCH PUBLIC RELATIONS
$2,038,202 $1,500,000 $538,202
$2,852,000 $900,000 $752,000 $1,200,000
$721,000 $393,000 $328,000
$1,313,000 $200,000 $513,000 $600,000
$1,304,530 $3,703 $373,077 $7,700 $181,000 $314,000 $144,000 $60,700 $39,000 $103,850 $47,500 $30,000
VIDEO: CABLE & STREAMING CABLE TV SPOTS HULU COMMERCIALS ADS
MOBILE & DIGITAL DISPLAY MOBILE & DIGITAL DISPLAY SEM/GOOGLE ADWORDS MOBILE COUPON REDEMPTION
MUSIC STREAMING SPOTIFY BRANDED MOMENTS PANDORA VIDEO ADS
PAID SOCIAL MEDIA FACEBOOK/INSTAGRAM SNAPCHAT GEOFILTER/BITMOJI YOUTUBE
EXPERIENTIAL: CaMPUS & GaMING TENT BICOM MIDA M300T VENDING MACHINE GIVEAWAY PRODUCT SAMPLING FOOD TRUCK SPONSORSHIP BOOTH SKYBRIDGE SIGNAGE CLAW MACHINE & PLUSHIES COLLECTIBLES AUGMENTED REALITY APP
$6,000 $392,000 $707,975
IN-STORE ACTIVATION DIGITAL BILLBOARDS PRODUCTION
$41,400 $650,000 $16,575G
WEBSITE REDESIGN VIDEO PRODUCTION RAPHIC DESIGN
$164,333 $120,000 $12,500 $31,833
$500,000
Management & administration TRACKMAVEN RESEARCH PUBLIC RELATIONS
CONTIGENCY
CONTIGENCY
CAMPAIGN TOTAL: $15,000,000
CAMPAIGN TOTAL: $ 9,999,040
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BUDGET MEDIA TIMELINE
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evaluation ASSESsMENT The FEED YOUR INNER DRAGON campaign will effectively and efficiently position Tai Pei’s new line as convenient, easy to prepare, and affordable. The potential return on the $15,000,000 campaign was developed with a focus on three objectives and will be evaluated as follows: • Objective #1: To increase awareness of Tai Pei’s new product line among 18-24- year-old college students in 22 targeted DMAs between July 2017 and March 2018. Evaluation: Using the awareness benchmark of 29% from our primary research, focus groups and online surveys will be repeated to analyze lift. Data from social media sites and online streaming services will also be assessed against the benchmark for impact. • Objective #2: To generate at least 19,000,000 media impressions per month between July 2017 and March 2018 in 22 targeted DMAs. Evaluation: Based on the efficiently allocated budget, the campaign will produce approximately 134 million media impressions per month, allowing Tai Pei to reach the target audience 19 times per month. • Objective #3: To generate a 10% increase in sales of Tai Pei’s new product line (in comparison to previous line) by March 2018. Evaluation: Based on the previous fiscal year’s sales data, the campaign will increase sales by approximately $2.8 million through the following avenues: • $1.2 million in sales will be generated through mobile coupon redemptions based on a 60% redemption rate. • $350,000 in sales will be generated by the 22 vending machines, based on selling 100 entrees per week during the nine month campaign period. • $1.25 million in sales will be generated by the purchase of 357,000 additional entrees through repeat grocery store and/or vending machine purchases.
The $10,000,000 version of the budget consolidates the 22 DMAs down to 16 and eliminates Walmart Neighborhood Market locations. The objectives outlined above will be adjusted accordingly.
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EVALUATION MONITORING The FEED YOUR INNER DRAGON campaign analytics will be monitored and assessed using the TrackMaven enterpriselevel software suite. Based on the request outlined in the case study, TrackMaven is the most robust platform available to suit Tai Pei’s needs and budget. TrackMaven allows you to obtain intelligent, actionable insights derived from the thorough analysis of coupon redemptions, digital ads conversions, media impressions and purchases. The system utilizes a single dashboard to track your content across social media, blogs, email, earned media, paid digital ads, and SEO. Additionally, TrackMaven allows you to monitor your performance against competitors, peers, and industry influencers through their brand profile area. Beyond the TrackMaven software platform, ROI metrics will also be reported on the campaign using sales data from grocery retailers, the BicomŽ vending machines, billboard impressions and the programmatic television-buying platform. With the real-time data available through TrackMaven, we will utilize the allocated contingency fund to place additional advertising buys in halo markets, produce extra POP signage and cover ancillary costs related to the PAX conventions and the Campus Takeout Tour.
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citations 1. The 2017 NSAC Tai Pei Case Study 2. The 2017 NSAC Tai Pei Client Background 3. www.socialmediaweek.org/blog/2015/07/marketing-to- millennials/ 4. www.forbes.com/sites/patrickspenner/2014/04/16/inside-the- millennialmind-the- dos-donts- of-marketing- to-this- powerful-generation- 3/#30ebff92371b 5. www.bcgperspectives.com/content/articles/marketing_center_consumer_customer_insight_how_millennials_changing_marketing_forever/ 6. www.forbes.com/sites/thehartmangroup/2015/07/22/millennial-food- shoppers-and-diners- spontaneous-flexible- contradictory/#5bbbbe2b7d8e 7. www.adage.com/article/cmo-strategy/hip- ways-banks- market-millennials/299176/ 8. www.targetmarketingmag.com/article/duracells-success- with-social- seo/ 9. www.edisonresearch.com/eight-in- ten-millennials- listen-to- internet-radio/ 10. www.marketingland.com/survey-best- way-reach- millennials-social- media-91241 11. www.business.com/marketing/20-top- social-and- digital-trends- that-will-impact-marketing- in-2016/ 12. www.progressivegrocer.com/research-data/shopper- behavior/study-probes-spending-habits- millennial-grocery- shoppers?page=0%2C2 13. www.cstoredecisions.com/2016/05/23/millennial-grocery- shopping-trends/#_ 14. www.adage.com/article/adagestat/millennial-grocery- shopping-habits- marketing-trends/228480/ 15. www.forbes.com/sites/thehartmangroup/2015/07/22/millennial-food- shoppers-and-diners- spontaneous-flexible- contradictory/#5bbbbe2b7d8e 16. www.time.com/3529202/millennials-frozen- food/ 17. www.refrigeratedfrozenfood.com/articles/90593-what- do-millennials- want-from-the- food-beverage- industry 18. www.emarketer.com/Article/How-Retailers- Marketing-via- Influencers/1013381 19. www.reliablesoft.net/how-businesses- can-gain- more-followers- on-social- media-case-study/ 20. www.admall.com/foragencies.cfm 21. National Frozen Refrigerated Foods Association
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