ADVERTISING & MARKETING PLAN

NYU Stern Advertising Management

MEETING ATTENDEES

Professor Daniel Cohen, Blue Print CMO Marina Rubel, Client Claudia Escobar, Account Planner Wendy Bronfein, Account Executive Sona Martirosian, Creative Director Gina Reduto , Digital Strategist Kerri McCarthy, Media Planner

BUSINESS BACKGROUND

Launched in NYC in 2007 Delicious juices made from

raw ingredients Pioneered concept that cleansing

benefits can be available to everyone

Nationwide retailers and partners include:

Acquired by Hain Celestial Group in December 2012

MARKET TRENDS

Healthy living lifestyles becoming increasingly

popular in the US

Trend toward healthy eating, consuming more natural, organic products

Green juice a daymentality

Increased number of healthy beverage

products

Women 18-34 more likely to participate in

juice cleanses

MARKET TRENDS

 

Sources: Beverage Industry Magazine, Wall Street Journal, CNBC, QSR

Juice is the 3rd

most consumed breakfast item, after coffee and

cereal

Sales of new,

exotic flavors of juice on the rise

Sales of traditional

juice flavors

decreasing

CATEGORY ASSESSMENT Consumers purchase juice for several uses, but consumption as an

everyday beverage is the leading occasion

As an everyday refreshment

As a meal replacement

As part of a cleanse

As a nutrition supplement

Do not consume0

10

20

30

40

50

60

52%

Usage Occasion% Respondents

Source: Brand Survey, November 2013Q: How do you typically consume raw or organic juices?

Cold-Pressed Juice Market

COMPETITIVE ANALYSIS

Sources: Beverage Industry Magazine, Wall Street JournalNote: Market share is estimated

28%

1%

28%

28%

14%

1%

Company $ per Bottle

Brick & Mortar

Online

Organic Avenue

$9.00 Yes Yes

Suja $8.99 No Yes

Blue Print $9.99 No Yes

Liquiteria $8.75 Yes No

Juice Generation

$9.95 Yes Yes

Juice Press $10.99 Yes Yes

BRAND ASSESSMENT BluePrint has sizable brand awareness and purchase interest with

limited advertising, but has opportunities for improvement

Source: Brand Survey, November 2013Q: Which of the following brands are you familiar with/are interested in purchasing?

Odwalla

BluePrint

Organic

Avenue

OtherSu

ja

No intere

st0

10

20

30

40

50

60

70

80

43%

Purchase Interest% Respondents

Odwalla

BluePrint

Organic

Avenue

OtherSu

ja

No intere

st0

10

20

30

40

50

60

70

80

45%

Aided Awareness% Respondents

POSITIONING STATEMENT

For 25-35 year old young professional women seeking a healthy lifestyle, Blueprint is the original 100% cold

pressed, organic raw juice. Offering a variety of juices and cleanses, Blueprint is full of nutrients, enabling

practical living for all nutritional lifestyles.

EQUITY PYRAMID

Salience

ImageryPerformance

FeelingsJudgment

Resonance

• High brand awareness within category: 45% Aided awareness • Moderate brand awareness as a cleanse• Low brand awareness as a healthy juice product • 52% would purchase as refreshment, 32% as meal replacement

• Minimalistic design• Logo with leaves and droplet

reiterates the brand’s healthy, organic image

• Easily recognizable blue lid• Clear typography listing

ingredients of each juice to facilitates user discovery

• Organic, raw juices with no additives• Focus on high quality• Use fresh, locally sourced fruits and

vegetables• Cold pressed and not pasteurized• Juices available at health food retailers

nationwide• Free cleanse delivery in LA and NY

• Feeling healthy and happy• Energized, focused• Treating your body well• Sense of pride and self-respect • Fashionable and trendy• Feeling like you’re doing

something good for yourself

• High quality• All natural• Good for you• Socially responsible/

Environmentally friendly

• High resonance • Strong brand loyalty• Highly trusted as a cleanse • Positive perception: associated with

health and wellness• 43% would purchase over other

brands

The core values we live and juice by:

QUALITY

The freshest fruits and vegetables makes the best juice. Keep me cold.

Juice should never be cooked. Cooking juice kills vitamins and live enzymes. Even “flash” pasteurized means cooked.

Don’t have separation anxiety. Only additives can prevent the natural settling process and who wants to drink additives? Stop staring and give me a little shake shake.

Treat your body right. Drinking fresh juice and eating real food is a smart long-term strategy for maintaining good health.

SUPERIOR SERVICEWe aim to surpass our clients’ expectations with an exceptional level of service, education and support. Our Client Services team is available seven days a week to answer questions, provide support , and help you choose the best program according to your goals and dietary history. Or just to say hi!

Our clients health and nutrition is our highest priority. As the only cleanse company with an in-house nutritional consultant, we are committed to providing professional nutritional guidance at ever turn. We offer one-on-one nutritional consultants for those who wish to incorporate the benefits of raw food and juicing into their everyday diet.

SOCIALLY & ENVRIONMENTALLY RESPONSIBLEWe use 100% organic, natural, whole, unprocessed and locally sourced ingredients from farms that practice sustainable agriculture. We minimize our waste & carbon footprint by using recyclable materials and composting. Our bottles are the most recyclable of bottle options, PETE 1 plastic bottles, which are vital to preserving the shelf life and taste of our juice.

Shops at Whole Foods

Recycles

Is Social Online

Goes to yoga after work to relax

Prefers herbal supplements to

medicationShops for

clothes often

Learning to cook healthy food

Casual chic style

Prefers iced tea or water to soda

Splurges on cupcakesBuys natural

beauty products when she can

Reads fashion blogs and

checks out celeb gossip

Goes to farmer’s market

on weekends

Orders an egg white omelet and bottomless

mimosas at brunch

CUSTOMER PROFILE

Flips through magazines

LAUREN28 years oldLives in NYCCollege Grad

Wants to maintain

youthful skin

Watches TV

MARKETING OBJECTIVES

Grow 7 points of market share within the cold-pressed juice market in 2014 Opportunity worth $6MM annually

Increase distribution in retail grocery outlets and convenience stores by 15 points by December 2014

COMMUNICATION OBJECTIVES

Increase brand awareness of BluePrint juices within target market from 45% to 60%

Reposition BluePrint as a more holistic wellness solution Create stronger association with juice as an everyday

consumption occasion vs. part of a cleansing program

Juice Your WayBluePrint’s loved juices are now available in single servings to

power you through your day

SOCIAL MEDIA

Female 18-34 year olds are the most active social media users

71% use social media regularly 54.2% of women have engaged in a social sharing activity based

on something seen in an ad Social media leads to almost 2X the marketing leads that direct

mail, ppc, or tradeshows produce

Females 18-34 respond to brands via social media

59% have bought something due to coupon or offer on social media

42% more likely to follow brands due to coupons and discounts

Source: 2013 Social mom report Neilsen/Babycenter, Hubspot.com

Social media led conversion rates are 13% higher than average led

conversion rates

Blueprint’s target audiences are spending their time on social media

SOCIAL MEDIA

Opportunities Expand to include options to engage

beyond only ‘the cleanse’ Focus on juice as part of everyday life

Solicit examples of daily juice consumption Increase frequency of offers for

customers Avoid campaigns that offer rewards for

“likes” Social care: 1 in 3 customers prefer

customer service via social over phone Offer advice, answer customer questions Announce distribution and availability

Sources: 2012 Nielsen Social Media SurveyNM Incite: State of Social Customer Service Study 2012

MEDIA PLAN - OVERVIEW

Recommend focusing media weight on two key windows of activity: January – highest seasonality for BFY products April – pre-summer health & wellness activity Secondary: September – post-vacation/summer messaging

National activation planned for print, digital and social; local media recommended for out-of-home and in-store activities

MEDIA PLAN – PRINT

Print placements should align with the target consumer, women ages 25-35: Women’s Health Shape Whole Living InStyle US Weekly

Print buy will be amplified through digital extension

PARTNER RATIONALE TACTICS IMPS BUDGET

Women’s Health ShapeFitness

High index against target audience Contextual relevance Sponsorships NA $150K

Turn

Cost effective with ability to leverage a variety of 3rd party data segments

Ability to optimize and develop look-a-like modeling against high performing segments

Potential for scalability with access to thousands of long tail sites

Focus on highly desirable audiences, limiting wasted impressions

Eliminate need of content as a proxy for target

Use 3rd party data segments to isolate target populations

Females 18-34 Health and Wellness Intenders

193.5MM $774,000

Retargeting Retarget users who have visited

Blueprint site Increase frequency per user

Leverage 1st party data to reach highly interested prospects

Capture audiences at lowest stage of funnel

5.2MM $26,000

*Turn: Demand Side Platform

MEDIA PLAN – DIGITAL

MEDIA PLAN – SOCIAL AND SEARCH

A significant portion of the media budget would allow BluePrint to increase the reach of its message through always-on social and search tactics: Social – promote own social content through Facebook ads,

Sponsored Stories, promoted Tweets and potentially Instagram ads

Search – paid ad word targeting on search engines and within social media channels (e.g. Twitter)

MEDIA PLAN – OUT-OF-HOME

Local placements is the most cost efficient way to execute impactful out-of home advertising Small-format billboard placements in close proximity to retail

location will reach consumers closer to the point of purchase Locals buys on gym ad networks in will ensure we are reaching

our target consumer when she is a captive audience

MEDIA PLAN – IN-STORE SAMPLING

Focus on in-store will help BluePrint get closer to the point of purchase and convert buyers on the spot

Sampling plan would be focused on retailers who have a close alignment with consumer (e.g. Wegmans) or have recently added BluePrint to the shelf set (e.g. Kings)

Sampling would focus primarily on green juice, but also offer consumers the opportunity to try other varieties

MEDIA PLAN – COUPON

In-store coupons will be distributed at sampling tables to help spur trial and – ideally – repeat purchasing

Leverage Catalina marketing to serve coupons to purchasers of competitive cold-pressed juice

Plan for social coupon later in year once a stronger social community is established

MEDIA PLAN - FLOWCHART

Heaviest media weight is in first half of the year

MEDIA PLAN - PRODUCTION

Estimated production costs by medium:

PRODUCTION PLANBudget $ 1,000,000

Full YearSocial content $ 300,000 OOH $ 200,000 Print $ 150,000 Coupon $ 150,000 Digital $ 100,000 Mobile $ 75,000 Search $ 25,000 Total Production $ 1,000,000

RESEARCH PLAN

Research efforts should be focused on digital and social to help optimize flights throughout the year Digital analytics – targeting effectiveness, click through rates Social listening – what social content are consumers engaging

with the most?

NEXT STEPS

Align on creative idea and move to production

Finalize media plan

THANK YOU!

APPENDIX

CATEGORY ASSESSMENT

Taste is the leading product attribute for juices, but price is a strong barrier to purchase

Top 3 Reasons for Purchase Top 3 Barriers to Purchase

• Like the taste

• Healthy beverage option

• Convenient for on-the-go

• Too expensive

• Do not like the taste

• Poor value for the money

Source: Brand Survey, November 2013Q: What are your main reasons for purchasing/not purchasing raw or organic juices?

SOCIAL MEDIABlueprint’s Current StateCurrently focused on “the cleanse” Twitter

22K followers 8675 tweets Photos, sampling info, contests

Instagram 50K followers 529 posts Promotions, hash tagged user photos

Facebook 51K likes Posting at least 2x per week Inspirational quotes, promos, coupons,

sampling details

PARTNER PLACEMENT CREATIVE SIZE

FLIGHT START FLIGHT END METHOD COST TOTAL UNITS NET COST

TURN

Blueprint_AWA + 3rd Party data (Health and Wellness Intenders)

160x600, 300x250, 728x90

1/1/14 1/31/14 CPM $4.00 60,000,000 $240,000

Blueprint Retargeting (off of Blueprint Site)160x600, 300x250, 728x90

1/1/14 1/31/14 CPM $5.00 2,000,000 $10,000

Blueprint_AWA + 3rd Party data (Health and Wellness Intenders)

160x600, 300x250, 728x90

2/1/14 6/30/14 CPM $4.00 110,000,000 $440,000

Blueprint Retargeting (off of Blueprint Site)160x600, 300x250, 728x90

2/1/14 6/30/14 CPM $5.00 2,000,000 $10,000

Blueprint_AWA + 3rd Party data (Health and Wellness Intenders)

160x600, 300x250, 728x90

9/1/14 9/30/14 CPM $4.00 23,500,000 $94,000

Blueprint Retargeting (off of Blueprint Site)160x600, 300x250, 728x90

9/1/14 9/30/14 CPM $5.00 1,200,000 $6,000

  198,700,000 $800,000

DIGITAL SPEND BREAKOUT

MEDIA PLAN – MONTHLY BUDGET

Heaviest media weight is in first half of the year