Danny Ball • Kelly Hamilton • Matthew Hochberg Quentin LeVant • Alane Schmelkin

Adveritising

Summary & Overview

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Executive Summary....................1Agency Identity..........................2Environmental Analysis..............3Competitor Analysis...................4SWOT Analysis.............................5Objectives...................................6Research......................................7Brand Value Proposition............8Target Market.............................9Campaign Strategy.................10Big Idea.....................................11Creative Strategy.....................12Television Storyboard...............13Print Advertisements................14Internet Displays.......................15Digital Radio..............................16Creative Testing........................17Media Objectives.....................18Media Mix.................................19Media Schedule.......................20Media Budget...........................21Brand Activation.......................22Evaluation..................................25Appendix...................................27

Table of Contents Executive

SummaryAwake Caffeinated Chocolate is a popular emerging brand who creates delicious, energizing chocolate in Canadian and US markets. Paragon sees the pontential for this young brand to become a huge success for college students and young professionals who need Awake’s boost. Our big idea, “Eye Opening Chocolate”, tells consumers that this product is the perfect midday pick-me-up to help anyone complete a task at hand. Our goal is to expand the recognition of Awake and to encourage more people around the country to try it. We will be targeting college students and the young workforce through a variety of media to create

awareness for this brand.

About the Agency

Awake Caffeinated Chocolate is an extremely new brand. Awake was fouded by Matt Schnarr, Dan Tzotzis, and Adam Deremo who pitched their idea to David Chilton who chose to invest. The product was launched in 2012, originally only available in Canada. Awake Chocolate became available in the United States in 2014 and has been emerging as a huge success among young people who need to

stay awake.

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Paragon is a full-service advertising agency located in Ithaca, NY. The dictionary definition of “paragon,” is a person or thing that is the best of its kind. Here at Paragon we strive to be the best, and to provide our clients with the best services. We are a team of six passionate and creative Ithaca College students. Our small size guarantees that our clients will be given personal attention and care. At Paragon we always start with conducting thorough research that leads us to setting clear goals, campaign strategies, and media plans. We strive to create a strong brand identity that matches the values of our clients, and will allow them to stand out in a competitive business environment. Our clients are the most important aspect of our agency; so we work hard to maintain strong, lasting

relationships with our clients.

About About

Environmental AnalysisCompetitive Forces - There are many options on the market for people looking for a caffeine boost. Our biggest competitors are energy drink companies and coffee providers. Redbull and Five Hour Energy present a competitive threat to Awake, due the ease of consumption these drinks provide. For years people have always associated caffeine with coffee. Changing the perception that caffeine only comes from coffee and other drinks will present a challenge.

Sociocultural forces - Caffeine is something that people have relied on for many years. This is a positive force for Awake, because consuming caffeine is clearly not considered a fad, and Awake will be able to provide people with it for years to come. Awake will be able to provide caffeine to help the growing population of students and young professionals who feel the pressure to succeed and achieve greatness.

Economic forces - Our main target market consists on college students, and people who are new the job market. Due to the stage of life our target market is in, they don’t have a lot of money to

spare and spend on luxury items.

Regulatory - Since Awake is a food product with additives, such as caffeine we will have to work closely with the FDA.

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Competitor Analysis

Strengths - -Natural

-Traditional-Most common

-Easily attainable

Weaknesses --Acquired taste

-Bitter -Coffee stains

Strengths - -Low calorie

-Easy to consume-Fast-working

Weaknesses --Energy crash-Chemicals

Strengths - -Two uses: gum and caffeine

-Quick and easy

Weaknesses --New brand, little

recognition-Not sold in many

stores

Strengths - -Easy to consume

-Works quickly

Weaknesses --Action-sports

oriented-Causes “jittery”

feeling

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Opportunities - -Partnership with college campuses-Chocolate and caffeine will always be popular-Social media -Tech-savy target market

SWOT AnalysisStrengths - -Well-suited for target market-Great taste-Combines two things that people like-Portable (no coffee cup)-Fast -Highly caffeinated for its size-No yellow teeth/coffee breath

Weaknesses - -Expensive (24 pack is $60 on Amazon)-Chocolate is unhealthy-Not sold everywhere-People are very set in their ways about their caffeine source

Threats - -Awake is chemically made and many popular diets would be restricting-Small niche market-Difficulty expanding product line

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ObjectivesMarketing - This campaign will increase sales of Awake Caffeinted Chocolate by 10%. This will be done through various strategies that focus on demonstrating the benefits of Awake to the target audience.

Advertising - Awake will increase audience comprehension to 70% and audience conviction to 50% in the target market of 18-34 years old men and women.

Time Frame - This campaign will run from January 2016 to December 2016. It will use a pulsing strategy to convey the messages, making a greater impact during finals time (December and May)

Budget - For this campaign, the budget will be $12 million spread out over a range of media including traditional and new methods.

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ResearchObjectives -

-Discover awareness and opinions of Awake in the target market

-Learn how better to market Awake to our audience

PrimaryOur primary research was completed through a survey using the program Qualtrics and received responses from 150 participants. This survey was spread over social media, mainly Facebook, in order to reach our target market. Our survey generated a great amount of information will help the development of this campaign. In the survey, more than half of the 18-34 year olds stated that they consumed caffeine regularly, but most drank coffee, tea, or soda. When choosing their caffeine source, participants said that they valued the caffeine boost and the taste equally. This is beneficial for Awake because most of the target were satisfied with Awake’s taste. Additionally, our research showed that 63% of participants have heard of Awake, and an overwhelming majority heard of it on their college campus, but only 17% of these people had eaten it more than one time. This shows that a focus should be trying to get repeat customers. Participants also stated that they were overall neutral or dissatisfied with Awake’s ability to give them a caffeine boost, so it is important that we view Awake not as a replacement for someone’s morning coffee, but rather as a supplemental treat

to reinvigorate someone in the middle of the day.

SecondaryAwake is a relatively new company and doesn’t even have a Wikipedia page. Therefore, there was a limited amount of secondary research to conduct. From their posts on Face-book and Twitter, among addition-al social media platforms, it is clear that the company’s target demo-graphic is the 18-25-year-old college student/young adult. According to co-founder Matt Schnarr, Awake is targeting the “sleep-deprived pop-ulation” and uses college students falling asleep to market themselves.

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Brand Value PropositionFunctional Benefits - Awake Chocolate provides two needed functional benefits for the stressed-out, overworked young adult. First, Awake is caffeinated, which can give the customer a needed boost to stay sharp and get their work done. Additionally, Awake tastes good. It functions as a nice treat that customers will appreciate when taking a break from their work.

Emotional Benefits - Awake’s combination of caffeine and chocolate makes it a great way to take a break from studying, work, and stress. Treating themselves to a chocolate bar, the customer can take a break from their busy life and enjoy themselves for a moment. The added caffeine boost will also provide the accomplished feeling that they are doing everything possible to get their work done.

Self-Expressive Benefits - Awake is a very new brand that created its product for the “sleep-deprived population” of young adults. People who consume Awake will feel that they belong to a group of young, trendy people who are aware of new products and trends. Because Awake is targeted at a stressed-out, over-tired group of people, Awake’s customers will feel like they belong to this hardworking group and that they deserve Awake as a needed pick-me-up.

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Target Market

Meet Zoe. She was born and raised in Boston, but is now a junior studying at Ithaca College. Zoe is an environmental science major, and loves all things outdoors. To make it through hours of hiking, Zoe relies on Awake Chocolate to keep her energized. When she’s not spending time time outdoors you can find Zoe hanging out at the local coffee shop or shopping at Urban Outfitters. Her studies are very important to her, and she often has to pull all nighters to keep up with homework. Zoe always has a bar of Awake Chocolate in her backpack. She loves the way it keeps her alert and attentive. It’s her best

study buddy during finals week!

Meet Justin. Justin and his two best friends from college just began working on a startup in LA. Justin usually begins his work day around 9 am, and sometimes doesn’t get home until midnight. He hopes the long hours and sleepless nights will pay off once his startup launches. Until then he relies on Awake Chocolate to get him through the day-- and sometimes night. Whenever the pressure of starting his own business gets the best of him, Justin likes to take a break by enjoying a caramel flavored Awake bar. It’s his go to

stress reliever, and the perfect pick-me-up.

The College Student

The New Workforce

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Campaign Strategy

Challenge - Awake is an extremely new Canadian company that needs to gain greater awareness in the U.S.

Key Insight - Awake Chocolate is a product targeted toward young people, 18-34, who need a boost of energy in their busy lives. They will appreciate the good taste and the needed caffeine that they will use to reward themselves for their hard work.

Brand Promise - Awake Chocolate is a truly unique brand that combines the benefits of caffeine and chocolate to provide consumers with a rewarding stress relief treat.

Big Idea

“Eye Opening

Chocolate”

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Creative

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Through our research, we have found that our target market appreciates a caffeine boost. Because traditional meth-ods like coffee are important to our market for the morning, we have decided that Awake will be better received as a midday or nighttime snack to reenergize and get work done. Our incorporation of the idea “Eye Opening Chocolate”

will convey that Awake is a delicious snack that will also reinvigorate the young, stressed-out population.

In an effort to convey the simple message of a caffeine boost to a young audience, we knew that our ads needed to be simple and youthful. We used techniques like text messages and emojis in our ads to catch the attention of our young audience and to stand out against the large volume of ads that people see every day. We also relied heavily on Awake’s iconic colors and their mascot, Nevil the owl, to create a sense of brand recognition among the audience. Using Nevil not only makes Awake more recognizable to the audience, but he also acts as a sort of personal cheerlead-

er for anyone who is struggling to stay awake.

We really wanted to focus on simple messages with our copy that young people would be able to relate to. We liked the idea of Nevil, Awake’s mascot, saying the messages himself so that he would build a personal relationship with cus-tomers. In all of our ads Nevil is advising the audience to try some of his “eye opening chocolate,” which demonstrates

a simple and consistent message.

Art Direction

Creative Strategy

Copywriting

Television Storyboard

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Print Advertisements

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Internet Displays

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Digital Radio

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(Hoot, Hoot)Hey there, it’s Nevil

I know first hand what it’s like being up all night, but I understand that you can’t sleep all day like me.

That’s why you need to get my Awake Caffeinated Chocolate Bars.

They give you the energy you need to get all your work done. Available at your local Barnes & Noble, Try Awake today.

Awake. Eye Opening Chocolate.

Creative Testing Results

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To gather information about the success of our advertisements, we decided that the best way to measure would be to ask individuals in our target market how they felt about the ads. This allowed us to get firsthand information about how an outside observer views our campaign so that we were better able to tailor it to our market. It was important to gain this feedback so that we could understand what we were doing right and what we could change about

this campaign. Below is some of the feedback we received:

“I think it’s cute! It’s true and I can relate to it.” –Ashley C.

“I like the colors, it really caught my eye.” –Aaron J.

“I think the owl is super cute.” –Andrew Q.

“A caffeinated chocolate bar? That’s awesome!” –Megan H.

Media Objectives

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Our target audience consists of individuals 18-34, specifically split into two groups:College students: These young adults are hardwork-ing and stressed, trying to balance school, work, a social life, and sanity. They are seeking a boost of en-ergy and a method of relieving a little bit of their daily stress.New Workforce: This group consists of recent college graduates and twenty-somethings who are working hard at their new jobs. They are also experiencing the stress of work and their new independence. They will appreciate a much-needed treat after a long day of work.

Target Audience

Awake Chocolate is a very young brand and is fairly new to US markets. This being the case, our media spending will focus on increasing our reach because Awake is not now known all over the country. The plan will maintain a high reach in the national market with a moderate frequency to reinforce the brand in customer’s minds.

Media Strategy

Our campaign schedule will be pulsing. This will allow the brand to continuously increase our awareness while increasing our ads during desired time peri-ods. We plan to increase our ads during more stress-ful times of the year, including finals (mid December and early May)

Continuity

Since our target market is spread throughout the country, mainly around urban areas, our campaign will be national.

Geographic Reach

Television (1): 30 second commercialMagazine (3): Full-page color ads with bleed 8.5x11”Digital Radio (1): 15 second commercialInternet (2): Skyscraper 120 x 600

Dimensions

Effective reach: 70%Effective frequency: 4

Media Mix

Digital Radio - Digital Radio is one of the fastest growing channels of media and appeals to the demographic we are targeting. We will be advertising on Spotify and Pandora with 30-second

commercials.

Television - Advertising on television will enable us to reach a mass audience. We chose specific networks and shows which appeal to the 18-25-year-old audience - our main target market. The shows we chose are “SportsCenter” on ESPN, “Modern Family” on ABC, and “Keeping Up With The Kardashians” on E! We chose to advertise on “SportsCenter,” to take advantage of the large population of young people, especially men who watch it daily. Modern Family appeals to a young, educated demographic such as our target market. Its high ratings make it a popular show among young adults, and its mass appeal will allow us to reach our target market and beyond.We know that our target market highly values social media, which is why we chose to advertise

Awake on “Keeping Up With the Kardashians.”

Internet - Advertising on the Internet will enable us to reach our target market effectively through their interest in sport and pop culture. We chose the websites ESPN.com, BuzzFeed.com and Mashable.com. Mashable is one of the best news blogs for college students and recent graduates. The blog runs stories on topics from business, technology, social media, and beyond. Since our target market values education we thought Mashable would be a great place to advertise Awake chocolate. Buzzfeed is a highly utilized blog among college students. The majority of buzzfeed readers (56%) make up our target market of 18-34 year olds. ESPN.com is a great place to feature an Awake advertisment, because the main demogrpahic is males 18-34. These men make up 66% of ESPN.

com’s target market.

Print - The specific outlets we chose are Sports Illustrated and Cosmopolitan. We strategically chose to advertise in Sports Illustrated because the magazine is mostly targeted towards young males. It has an impressive annual circulation of 160,905,000, and averages a frequency of 51 times a year for its readers. We chose to place our advertisements in Cosmopolitan because it serves our target market well. While Sports Illustrated helped us attain male readers, Cosmopolitan will reach our female target market. Cosmopolitan perfectly serves our target market, because the majority of its readers are females ages 18-34. This demographic makes up 9,057,000 of its readers. Cosmopolitan is also a perfect match for Awake, because it has more college subscribers than Glamour, Vogue,

and Allure19

Media Schedule

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Media Budget

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Brand Activation

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Sponsor Midnight Madness

Objectives: Raise awareness of Awake on college campuses by aligning our brand with well-known colleges and allowing the

market to try the productStrategies: Midnight Madness is very popular at many colleges and universities. The events are attended by students of the school and are often broadcasted locally. Awake would sponsor the event at various schools like Syracuse University and University of Connecticut, handing out samples to the crowd and displaying the logo in the stadium. This would align the Awake brand with staying up late because

the event begins at Midnight.

New Year’s Eve in Times Square

Objectives: encourage new customers to try the product and to increase social

media presenceStrategies: New Year’s Eve is a highly televised event in Times Square, so having Awake as a presence would be extremely beneficial. Handing out free chocolate to help people “stay awake until midnight” would encourage new people in the target market to try Awake. This would also be an opportunity to further the Instagram contest: people could post selfies in Times Square with the hashtag #WideAWAKE, demonstrating how they are using Awake to make it

through New Year’s Eve.

Brand Activation

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Objectives: Increase awareness and popularity on social media by encouraging customers to

participate in the brand. Strategies: A great amount of the target market uses social media, so an Instagram contest would be very helpful to raise awareness and encourage more people to become repeat users. The contest would utilize the hashtag #WideAWAKE which customers would use to show their favorite alternative ways to use Awake. Examples of these uses would be melting awake on ice cream, using it in smores, etc. A new winner would be awarded every month and receive Awake swag (t-shirts, free chocolate, etc.) to encourage further

participation.

Instagram Contest

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Brand Activation

Schedule

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EvaluationOur main three goals of this campaign are to increase sales by 10%, increase comprehension rates by 70%, and increase conviction rates by 50%. The chart shown below represents the

monthly goals of this campaign that will achieve our objectives:

Evaluation

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Creative BriefAwake Caffeinated Chocolate

Why are we doing this? Awake is a very new brand that needs to increase awareness in a US market.

Solving the problem: We will use a variety of media, such as television and Inter-net, to appropriately reach the target market.

Advertising Objectives: Increasing sales by 10%, conviction by 50%, and com-prehension by 70%.

Main Message: combining chocolate and caffeine will help customers stay awake through a long day

Target Market: 18-34, mainly college students and the young workforce

Competitors: Coffee chains, energy drinks, soda, similar emerging products such as Jolt Gum, Energems, and 5 Hour Energy

Duration: January 2016- December 2016

How will our advertising plan reflect the values of Awake? Awake is a new, trendy brand that is appreciated for its uniqueness. The advertising should re-flect the values that the target market will see in Awake: its taste and its ability to keep you focused throughout the day. The plan will focus on telling the audi-ence that Awake is a perfect midday pick-me-up and a much-needed break for a stressful day.

The Big Idea: Eye Opening Chocolate

Meet the Team

Kelly Hamilton is from Baltimore Maryland. She is a sophomore at Ithaca College studying Integrated Marketing Communications with minors in Spanish and honors. She has a passion for language and is also studying German. Outside of her studies, Kelly spends her time playing on Ithaca’s women’s rugby team, where she is a member of the executive board. In the future, Kelly hopes to work at an advertising agency in her hometown of

Baltimore.

Daniel Ball is a sophomore Integrat-ed Marketing Communications ma-jor. On campus, Danny is a shooting guard on the Men’s Club basketball team, an Assistant Event Manager with the Ithaca College Athletics and Event Staff and Vice President of the IC American Sign Language Club. He has a burning passion for the game of basketball and loves sports in general. Danny’s career goal is to hopefully find a position that combines his love of sports with

social media marketing.

Matthew Hochberg is a senior studying Sport Media. Matthew has previous internship experience with the New York Red Bulls and Brook-lyn Nets, focusing on partnership marketing and corporate sales. He studied at the Ithaca College Lon-don Center in the spring of 2015, where he also interned at SportBusi-ness Group. His love of travel and the sport industry are two passions Matthew hopes to be able to make a career out of as he prepares for

graduation this May.

Meet the Team

Alane Schmelkin is a sophomore at Ithaca College. She is earning a degree in Integrated Marketing Communications with a minor in psychology. Alane is from Chicago, Illinois, and hopes to move back there after college. When Alane is not in the classroom you can find her in the dance studio. Alane is part of two different dance companies at Ithaca College. In the future she hopes to combine her love of communications with her passion for

dance.

Quentin LeVant is a junior Integrat-ed Marketing Communications ma-jor. On campus, Quentin is a starting handler on the Men’s Club Ultimate Frisbee team. When he is not in school, he is the Assistant Waterfront Director at Camp Seneca Lake. At this camp he teaches children (ages 8-15) how to sail and waterski/wake-board. Quentin’s career goal is to become a Trooper with the New York State Police. He plans on pur-suing a position in the K-9 unit and eventually become an Investigator.