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

Facebook

● 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

Twitter

● 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!