imc presentation (april 19)
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IMC PresentationJeff Heilig
Brayden Vandermaarl Stefan Barsony
Abhijith AS
Agenda
● Brand Implications
● Target Analysis
● Marketing Communication Objectives
● Campaign Strategies
● Message Delivery
● Campaign Execution Tactics
● Timing
● Budget
● Measurables
Statement of the Problem
AWARENESS
Brand Identity
New to Market
Market / Brand Analysis
Market Implications●
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Brand Implications●
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Competitive Implications●
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Energy Drinks as Competition●
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Target Analysis
Target Audience
Adults 18-34
HHI $100,000+
53.3% Female46.7% Male
“I think it's the sharing moment. You know, college students have to be price
conscious.”
Consumer Insights●
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Campaign Message Design
Core Brand Value
Taste
QualityEnergy
Positioning Statement
AWAKE Chocolate is the one chocolate bar that offers a quick and tasty caffeine boost in the
form of a high quality chocolate bar, unlike Red Bull or Monster that are energy drinks.
Key Benefit
AWAKE Chocolate is a caffeinated chocolate that tastes like a delicious, ordinary chocolate, while giving the same effects as a cup of coffee or an
energy drink.
Campaign Tone and Personality
● Fun, witty, irreverent and relatable
● Shows a solid understanding of college life
● Utilize AWAKE colours and packaging
Appeal Strategies
● Rational Thinking:○ 20 minute activities
provide energy boost
● Bandwagon:○ Students will be curious
about event from friends
Main Campaign Theme
● Highlight Product benefits during Exam Time
● Focus on taking 20 minute study breaks
● Show a variety of fun activities that can be done
● Shows an understanding of college life
● Use brand colours and packaging
Net Consumer Impression
● Students should have fun
● Feel active
● Positive image of AWAKE Chocolate
● Build product awareness
○ AWAKE branding to grab attention
IMC Strategies
Advertising:● Online: Facebook, Blogspot, Amazon, MSN, ABC News, Yahoo
○ Hit target market at night when they’re receptive
● OOH: Transit exterior posters, transit shelter posters, campus posters○ 38% of college students commute to school
Interactive:● Social Media: Facebook, Twitter
○ Speak to college students directly and get feedback
○ How do you stay AWAKE? Contest
IMC Strategies
● Experiential○ Take a Break and Stay Awake Event
■ Gives students an opportunity to take a
study break and get energized for studying
■ Product sampling allows the target to trial the
product while they are likely to use the
product
Campaign Message Delivery
Media Objectives
Reach 24.23%
Frequency 2.24.2 million weekly impressions
39.2 million Total impressions
25 Daily GRPs
Media Objectives
● With online advertising, reach 24.23% of college students in Canada weekly an average of 2.2 times during the exam months of December and April
● With online advertising, achieve 4.2 million weekly impressions across our online vehicles during the exam months of December and April
● For the online campaign overall, achieve 39.2 million impressions across our web portals during the exam months of December and April
● With Out Of Home advertising reach 25 daily GRPs in heavy transit regions in Halifax, Ottawa, Toronto, Winnipeg, Calgary, and Edmonton during the exam months of December and April.
Flight Schedule● Schedule 1
○ November - 1 week
○ December - 3 weeks
● Schedule 2○ April - 4 weeks
● Focus on Exam times
● Social Media promotion runs throughout the campaign
Seasonality
Campaign Execution
Take a Break Stay AWAKE Event● AWAKE college tour during exam times with a focus on 20 minute study
breaks
● Set up a variety of branded activities that can be done in 20 minutes or less at college campuses
● Samples will be given out throughout
Take a Break Stay AWAKE Event
Social Media● Social media coverage will be utilized during the events and in between exam
times (November - April)
● Keeps the target interested in AWAKE
● Uses the event theme - give students more study break ideas and receive feedback
● Enforce brand identity (fun, witty)
OOH
25 Daily GRPs50 Daily GRPs
31-320 Faces
Online
300x250 700,000 Weekly Impressions
700,000 Weekly Impressions
15-30 second Pre:Roll
Additional Opportunities
Why will the target care?● AWAKE is the perfect energy boost for late night studying
● The event will give the students ○ a fun study break○ energize them to continue studies
● AWAKE is sold at most campus stores and is easily available to students
● AWAKE understands the stress and difficulty of exam times and wants to help students get through their finals
Campaign Timing
Campaign Timing
● Text goes here
Campaign Budget
Budget: $500,000
University of BC: $125,000
University of Calgary: $125,000
University of Toronto: $125,000
York University: $125,000
Nov/Dec: $55,000April: $70,000
Nov/Dec: $62,500April: $62,500
Nov/Dec: $55,000April: $70,000
Nov/Dec: $55,000April: $70,000
SUV, Campus Spaces, Alarm Clock Production, Film crew, Event Staff, Event Materials, X 2 times (Two schedules)
Campaign Budget
● Regional priorities for the Brand○ Ontario○ Prairies○ British Columbia
● Top universities
● Reach the target market
● Priority based on size of the colleges○ Campus size○ Student population
Campaign Measurement
● Students participating in event
● Social media impressions via AWAKE account interaction and hashtags
● Online ads served
● Promotional items and product samples given out
Summary
● Campaign will use Transit ads, Campus ads, Online ads and social media to
ensure maximum reach throughout the campaign
● The campaign and event will run in late November, December and April with
social media coverage in between
● The focus will be on top Canadian Colleges/Universities across the country
● The event activities will give students the much needed chance to take a
break and stay awake
● The event will cost a total of $500,000
Creative Concepts
Creative Concept - Promotion
● Event logo to be used in advertising
and event branding
● Features AWAKE colours, product
and Nevil
Event Branding
Campus Network Posters● NewAd Campus Classics
● Found in campuses across Canada
● Promote product and event
● Links to social media and event website
Transit King Posters
Online Ads
● Weekly posts involving the brand and Event
● Highlight potential study activities for
students to stay awake and energized
● Allows AWAKE to gain consumer
responses and insights
● Weekly posts involving the brand and Event
● Highlight potential study activities for
students to stay awake and energized
● Utilize a hashtag to further spread the word
of the event and brand
Thank you!
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