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
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