year to date recap. index 2 1.media overview a)2011 placements to date b)2011 pending placements to...

Year To Date Recap

IndexIndex

2

1. Media Overviewa) 2011 Placements to Dateb) 2011 Pending Placements to Datec) Top Featuresd) Top Confirmationse) Top Requestsf) 2010 Media Overviewg) Media Overview Comparison 2010 vs. 2011h) Placements Breakouti) Quality of Placements in 2010 vs. 2011

2. Social Media Overview3. Challenges and Solutions4. Planned activities July – December5. Suggestions to Increase Web traffic6. “Let’s Move” Campaign7. Review Top PR Ideas8. Burrelles Monitoring service

Media Overview

Media Overview

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Magazines: 12 placements12,009,064 impressions 21.0% conversion rate

Online: 122 placements 80,360,480 impressions67.7 % conversion rate

Broadcast: TV and Radio5 placements130,091 over impressions71.4% conversion rate

Newspaper: 5 placements 3,159,280 impressions38.5 % conversion rate

2011 Placements & Confirmed Placements to Date

January 1 – June 29, 2011

Magazines OnlineBroadcast Newspaper

Total Placements: 144

Total Impressions: 98,658,915

Total Conversion Rate: 56.0%

Top FeaturesMedia Overview

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AssociatedContent.com – (12,551,400 Impressions)• May 31, 2011, Stainless Steel Mug• January 26, 2011, Stainless Steel Mug

Maxim Magazine – (8,798,878 Impressions)• March 1, 2011, 16 oz. West Loop

Suite101.com – (8,209,350 Impressions)• March 25, 2011, West Loop

Examiner.com – (6,988,878 Impressions)• April 28, 2011, Trekker and Kangaroo• April 17, 2011, Kangaroo• January 19, 2011, Kangaroo

MLive.com – (2,120,780 Impressions)• February 7, 2011, Kangaroo

ChicagoTribune.com – (2,531,840 Impressions)• January 19, 2011, Kangaroo

Chicago Tribune – (1,920,182 Impressions)• January 23, 2011, Kangaroo

OrlandoSentinel.com – (1,522,740 Impressions)• January 23, 2011, Kangaroo

SunSentinel.com – (1,169,563 Impressions)• January 23, 2011, Kangaroo

Top ConfirmationsMedia Overview

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The National Examiner (1,470,000 Impressions)• TBD, 20 oz. West Loop in a summer must-have

round up and giveaway Chicago Tribune Triblocal (988,000 Impressions)

• August 2011, Kids Trekker in a back-to-school article 002Houston (244,659 Impressions)

• August 2011, Kids Trekker in a back-to-school article The Residential Specialist (149,961 Impressions)

• July/August 2011, 20 oz.West Loop MetroFamily (122,500 Impressions)

• August 2011, Kids Trekker in a back-to-school article Q101 (DMA: 3, Chicago, IL)

• June 30, 2011, 20 oz. West Loop WHUD-FM 100.7 (DMA: 1, Westchester, NY)

• Week of July 4th, Tritan WGIV 103.3 FM (DMA: 23, Charlotte, NC)

• Week of July 4th, Tritan

Media Overview

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Magazines: 45 outlets47,666,448 impressions

Online: 58 Outlets60,218,957 impressions

Broadcast: TV and Radio 4 Outlets TBD impressions

Newspaper: 8 Outlets7,427,658 impressions

2011 Pending Requests to Date

January 1 – June 29, 2011

Magazines OnlineBroadcast Newspaper

Total Pending Requests: 115

Total Pending Impressions: 115,313,063

Top RequestsRequests

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Good Housekeeping (16,285,164 Impressions)• Kangaroo, Addison

*TMZ.com (7,465,100 Impressions) and TMZ TV (TBD Impressions)

• Addison, Tritan, Kangaroo, Extreme and Pod Mug

SheKnows.com (6,000,000 Impressions)• Martinique

Weight Watchers Magazine (4,596,336 Impressions)• Kangaroo

National Geographic Traveler (2,545,467 Impressions)• Kangaroo, West Loop

Bicycling Magazine (1,535,362 Impressions)• West Loop

Yoga Journal (1,237,099 Impressions)• Aria, Kangaroo, West Loop

*Initially contacted Ignite; Alpaytac following up to secure coverage.

Top Requests - continued Requests

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Gannett Government Media (857,671 Total Impressions)• Addison, 20 oz West Loop

Publications Include: Army Times (367,423 Impressions) Air Force Times (195,261 Impressions) Navy Times (190,911 Impressions) Marine Corps Times (104,076 Impressions)

Latina Style (525,000 Impressions)• West Loop

Daily Herald – (211,512 Impressions)• Scout Mug

McClatchy Tribune Wire Service (TBD Impressions)• Scout Food Jar

Media Overview Comparison 2010 vs. 2011Media Overview

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Placements

020406080

100120140

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ine TV

New

spap

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2010

2011

Impressions

0.00 10,000,000.00 20,000,000.00 30,000,000.00 40,000,000.00 50,000,000.00 60,000,000.00 70,000,000.00 80,000,000.00 90,000,000.00

Mag

azin

esO

nlin

e TVN

ewsp

aper

s

2010

2011

11

Magazines: 12 placements reaching 12,009,064 impressions 21.0% conversion rate

Online: 122 placements reaching 80,360,480 impressions67.7% conversion rate

Media Overview

2011 Placements 2010 Placements

Newspaper: 5 placements reaching 3,159,280 impressions38.5% conversion rate

Broadcast: 5 placements reaching over 130,091 impressions 71.4% conversion rate

Magazines: 32 placements reaching 59,737,208 impressions 26.9% conversion rate

Online: 47 placements reaching 76,822,376 impressions51.4% conversion rate

Newspaper: 8 placements reaching 2,631,754 impressions44.4% conversion rate

Broadcast: 25 placements reaching 1,225,138 impressions 56.8% conversion rate

Total Impressions: 98,658,915 Total Placements: 144

Total Impressions: 140,416,476 Total Placements: 112

12

Quality of Placements in 2010 vs. 20112010 – 2011

Media Comparison

2010 Media Type 2011

6 (National Examiner, Weight

Watchers, Hemispheres, Popular Mechanics, Good Housekeeping,

Taste of Home)

Magazines Over 300,000 impressions

5 (Maxim, National Examiner, Natural

Body Building & Fitness, Sport Fishing, Que Onda)

3(New York Daily News, The Desert

Sun, St. Louis Post-Dispatch)

NewspapersOver 50,000 impressions

3 (Chicago Tribune, Jackson Citizen Patriot, La Prensa de San Antonio)

4(Bonnie Hunt, CBS 2 Chicago,

Better Connecticut, WGN Chicago)

BroadcastOver 25,000 impressions

5(NBC 5 Chicago, CBC 2 Chicago, Q101 Chicago, WHUD-FM 100.7 New York, WGIV 103.3 FM North

Carolina)

3(STLToday.com,

GoodHousekeeping.com, Univision.com)

OnlineOver 800,000 impressions

14(Examiner.com (3), Suite101.com, ChicagoTribune.com, Mlive.com,

MiamiHerald.com, KansasCity.com, OrlandoSentinel.com, Sun-

Sentinel.com, SacBee.com, AssociatedContent.com (2),

Self.com)

Social Media Overview

Social Media OverviewSocial Media

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Contigo is currently active on Facebook, Twitter, and YouTube.

Daily Activity includes: Competitor Monitoring Customer Feedback/Support Actively being a voice for Contigo through responses,

interaction, and conversation with consumers 3x week status updates (Monday, Wednesday, Friday)

Fun Facts / Health Facts Event Promotion Product Promotion Product Photos Interactive Videos Supporting GoContigo website Media Activity Industry News Updates Company News Updates Sweepstakes/Promotions

Social Media Overview - FacebookSocial Media

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Contigo Facebook Stats (New Page – Live since May 13th, 2011)

“Likes” – 282 Live from 5/13/2011 – Present

Old page – (1,034) Live from 2/26/2010 – 3/30/2011

Current Promotion – Facebook Fan Appreciation (Through July 27th, 2011) Fans of the old Facebook page who “move over” and Like the new

Facebook page, receive a 15% off promo code to use on GoContigo.com

Overall Customer Feedback – Positive

Level of Interaction from Fans – High Current Average Fan posts per day – 2

Level of Interaction from Contigo – High

Social Media Overview - TwitterSocial Media

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Contigo Twitter Stats - @GoContigo

Followers – 626 Live from 2/26/2010 – Present

Following – 276

Current Promotion – Directing Followers to Facebook Page

Overall Customer Feedback – Positive

Level of Interaction from Followers – High Current Average Follower interaction per day – 5

Level of Interaction from Contigo – High

Twitter by the NumbersSocial Media

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Oct-10

Nov-10

Dec-10Jan

-11

Feb-11

Mar-

11

Apr-11

May

-11

Jun-11

0

100

200

300

400

500

600

700

Individual Followers by Month

Individual Followers by Month

Social Media Overview - YouTubeSocial Media

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Contigo YouTube Stats – Channel Name “Contigo”

Channel Views – 145 Channel Subscribers – 2 Total Upload Views – 2,942

Current Number of Uploaded Videos – 2

Overall Customer Feedback – N/A

Level of Interaction from Consumers – Low

Level of Interaction from Contigo – Low

Challenges and Solutions

Challenges and SolutionsChallenges and

Solutions

20

Challenge: Focus Solution: Select one key vertical market to target per year, as well as a

select group of seasonal consumer initiatives to devote resources to. Create a 6 month campaign to focus on the one vertical market per year – education, medical, automotive, etc. This set up would allow for proper planning and pitching time for larger consumer focused sweeps - B2S, HGG and NYNY, for example.

Challenge: Multiple levels of planning or research on projects that do not move forward which takes time away pitching. For example:

• Gifting suites – award shows, celebrity parties/gift bags• IHA Hot Housewares for the Holidays show – full budget and

research• Dr. Laura Kinder opportunity

Solution: Discuss a happy medium of research and identify criteria needed in order to make an appropriate decision to move forward.

21

Challenge: Projects need more direction before execution. For example:

• Researching multiple vertical markets without knowing the end product

• Chip Foose research Solution: Discuss full scope of research and information needed, prior

to execution. Also, by using our solution for “focus” on the previous slide, we will be able to evaluate the need of a project and its urgency.

Challenge: Turn around time on approval process. For example:• Budgets• Pitch and mailer ideas

Solution: Set up an expense account for smaller budget needs. Lessen the need to send pitches for approval so that Alpaytac can proceed without waiting for feedback.

Challenge: Weekly Meetings require multiple reports, planning and follow up.

Solution: Conduct bi-weekly meetings, which will allow for more time to pitch, plan and execute initiatives.

Challenges and

Solutions

Challenges and Solutions – continued

22

Challenge: Product delays in production and availability. For example: Stainless Steel Food Jar and Mug, Addison, 20 oz West Loop

Other Solutions: Create news through other means such as polls and studies

• Can be based on the chosen vertical market, for example: During a school day how many bottles of water or cups of coffee do students or teachers consume?

Consider using a spokesperson to bring added exposure such as Amy Sewell, PTPA or an important person within a chosen vertical. Please note that these initiatives will require additional resources/budget.

Other Challenge in the future: Contigo vs. Avex – time spent on both consumer outreach efforts

moving forward

Challenges and

Solutions

Challenges and Solutions – continued

Planned Activities: July – December

Planned activities - 2011 Planned Activities:

July-December

24

July - Summer outreach:

4th of July: Five tips to stay hydrated this 4th of July – sent to newspapers, radio, TV, and online

Summer fitness: Continue outreach to TV, radio, newspapers and online to secure coverage on summer fitness

Glass free summer: Continue outreach to TV, radio, newspapers and online to secure coverage on how to have a glass free summer with Contigo

Back to school: Long lead outreach continued from our June efforts to secure

coverage on Back to School and Back to College pitches

Holiday Gift Guide: Holiday Gift Guide outreach has been spilt into multiple stages:

Long lead outreach is being conducted in two parts: Team is contacting top magazine outlets via email

and phone calls Holiday mailers sent to long lead outlets:

Contigo press kit boxes – 75 boxes sent to top tier magazine outlets

Wine box mailers – 65 boxes sent to 2nd tier parent, education and women’s interest magazine outlets

Planned activities - 2011

25

August- Summer outreach:

Wrap up: Summer fitness and Glass free summer pitches. Labor Day: Five travel tips to keep sane this Labor day, Contigo will be

one of the five travel tips – send to newspapers, radio, TV, and online Back to school:

Outreach will be conducted to TV (National, regional and local), radio, newspaper and online to secure coverage on Back to School and Back to College pitches


Follow up Long lead outreach Longer lead National TV will be contacted about Holiday

opportunities – will use long lead magazine placements as bait New Year New You:

Fitness and New Years resolution story angles NYNY outreach has been spilt into multiple stages:

Team will conduct personal outreach to the top magazine outlets via email and phone calls

The Addison and Kangaroo bottles will be offered to long lead editors

Trade show outreach: Outdoor Retailer Show: (August 4 – 7, Salt Lake City, Utah) outreach

will be done to the show’s media list and trade magazines New York Gift and Gourmet Show: (August 14 – 18, New York, New

York) outreach will be done to the show’s media list and long lead magazines

Planned Activities:

July-December


26

September - Summer outreach:

Wrap up: Labor Day pitch

Back to school: Wrap up: Back to School and Back to College pitches


Continue longer lead National TV outreach Start outreach to top 100 DMA: newspapers HGG editors

(traditional, commuter dailies and alternative-weeklies), regional/local TV producers – will use long lead magazine placements as bait

New Year New You: NYNY outreach has been spilt into multiple stages:

Continue personal outreach to top long lead magazines Start outreach to Longer lead National TV

Planned Activities:

July-December


27

October -


Continue longer lead National TV outreach Continue outreach to top 100 DMA: newspapers HGG editors

(traditional, commuter dailies and alternative-weeklies, regional/local TV producers – will use long lead magazine placements as bait


Continue personal outreach to top long lead magazines Continue outreach to Longer lead National TV Start outreach to top 100 DMA: newspapers HGG editors

(traditional, commuter dailies and alternative-weeklies, regional/local TV producers

Optional tactics/outreach: Let’s Move – Partnership, event, donation, exc. Start a Vertical Market initiative – strategize 6 month campaign,

create timeline and execute vertical

Planned Activities:

July-December


28

November -


Continue outreach to top 100 DMA: newspapers HGG editors (traditional, commuter dailies and alternative-weeklies, regional/local TV producers – will use long lead magazine placements as bait

Outreach to top online outlets and radio outlets will be conducted


Continue personal outreach to top long lead magazines Continue outreach to top 100 DMA: newspapers HGG editors

(traditional, commuter dailies and alternative-weeklies, regional/local TV producers – will use long lead magazine placements as bait

Start outreach to top online outlets


create timeline/stages and execute vertical

Planned Activities:

July-December


29

December -


All Stages of outreach will be implemented – all short lead outlets will be contacted


Continue outreach to top 100 DMA: newspapers HGG editors (traditional, commuter dailies and alternative-weeklies, regional/local TV producers

Outreach to top online outlets and radio outlets will be conducted


create timeline/stages and execute vertical

Planned Activities:

July-December

Suggestions to IncreaseWeb Traffic

Suggestions to Increase Web TrafficSuggestions to Increase Web Traffic

31

Working to secure top-tier web placements and partnership opportunities that may hyperlink to Contigo’s page will help build web traffic. Sites such as: • Sheknows.com (6,000,000 impressions)• iVillage.com (2,859,230 impressions)• AskMen.com (3,241,820 impressions)• Mashable.com (2,899,751 impressions)• HuffingtonPost.com (22,981,934 impressions)• AOLHealthyLiving (2,965,110 impressions)• Or an online major magazine – RealSimple.com (1,870,410

impressions) or Maxim.com (1,296,380 impressions)

Plan an online event or web-based contest that runs through or is linked to www.gocontigo.com.

Link up Ignite’s social media feed to www.gocontigo.com, Like Dunkin Donuts - http://www.dunkindonuts.com/

http://www.gocontigo.com/

http://www.gocontigo.com/

“Let’s Move” Campaign

“Let’s Move” Campaign“Let’s Move”

Campaign

33

We spoke with Dean Fluker in the Office of Intergovernmental Affairs and he informed us that Contigo can sponsor Let’s Move events in cities, but not on a national level. He gave us the contact information for the top 10 cities that are a part of the Let’s Move Campaign.

Davenport, IA Mobile Playground

Back to School Bash (Garfield Park) - Friday, August 7 from noon to 7 p.m.

Vineyard Family Festival (Vineyard Church) - Saturday, September 10 from 11-2:00 p.m.

Mississippi Grind Skatepark (Centennial Park) - Sunday, September 11 from noon-3 p.m.

Healthy Families Day/Punt Pass Kick (Wharton Field, Moline) - Saturday, September 17 from 11-2:00 p.m.

Boulder, CO Events

Iron Kids Boulder Reservoir Race (Kids 6-15 years old)- August 6, 2011 Pearl Street Mile and Kids 1/2 Mile Race- August 11, 2011 National Childhood Obesity Month (presidential request)- September National Child Health Day (presidential request)- October 4, 2011 National Walk to School Day- October 4, 2011 National School Lunch Week- TBD Thanksgiving Break Camp- TBD Lights of December Parade- TBD

Other cities we are researching: Lancaster, New York, Boston, Chicago, Charlotte, San Antonio, Sacramento, and Seattle

34

Review Top PR Ideas

PR/Marketing Opportunities

10


10


101

Key Calendar Focus for 2011 Review Proposed Tier 1 Marketing IdeasReview Top

PR Ideas

Fitness/ Hydration (Slide 44) Position Contigo as a health advocate for consumers to drink

enough water.

Back-to-School 2011 (Slides 45, 46) “Why My Teacher/Professor Deserves a Contigo Break” Michelle Obama’s Let’s Move! Campaign*

Holiday Gift Guide 2011 (Slide 47) Perfect Gift Swatch Cards*

Connecting with the Education Industry (Slides 48,49) Donate to Teaching Conferences Donate Trekkers to Classrooms

Connecting with the Medical Industry (Slide 50) Partner with a Highly Recognized Hospital

Connecting with the Auto Industry (Slide 51) Gas Station Partnership

AVEX Marketing Idea (Slide 52) Your Motivation, Your Bottle

35

*For additional details on each Tier 1 Marketing Idea, please see slides 43-52 in the Appendix.


10


10


101

Key Calendar Focus for 2011Review Top

PR Ideas Review Proposed Tier 2 Marketing Ideas

Fitness/ Hydration (Slide 54) Unique Ways to use your Kangaroo – Sending samples with

surprises in the “pouch”.

Holiday Gift Guide 2011 (Slide 55) Partnership with Keurig

Connecting with the Education Industry (Slides 56, 57) Partner with Special Education School Sponsoring School Fundraisers

Connecting with the Military Industry (Slides 58, 59) Partner with a VA Hospital Partner with The American Legion

Connecting with Auto Industry (Slide 60) No Road Spills with Contigo

AVEX Marketing Idea (Slide 61) Events & Partnerships (Fitness Gurus, 3rd Party Endorsements)

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*For additional details on each Tier 2 Marketing Idea, please see slides 53-61 in the Appendix.


10


10


101

Key Calendar Focus for 2011 Review Proposed Tier 1 Social Media IdeasReview Top

PR Ideas

Fitness/ Hydration (Slides 63, 64) Position Contigo as a health advocate for consumers to drink enough water by posting

tips, creating interaction. Contigo Green Guru of the Month

Back-to-School 2011 (Slide 65) Lunch Box Stories: Promote the Contigo kids products to parents by asking parents to

share creative lunch ideas for kids.

Back-to-College 2011 (Slides 66, 67) Students Get a Break with Contigo “Why I Need a Contigo Break”

Holiday Gift Guide 2011 (Slide 68) The 12 Days of Contigo

Connecting with the Education Industry (Slides 69, 70) Offering a Teacher’s Discount Super Teacher

Connecting with the Military Industry (Slide 71) Offering a Veteran’s Day Discount

Connecting with the Auto Industry (Slide 72) Contigo Trucker Tales

AVEX Social Media Idea - Your Motivation, Your Bottle (Slide 73) Encourage social media users to post their favorite fitness-related quotes on the

Facebook wall.

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*For additional details on each Tier 1 Social Media Idea, please see slides 62-73 in the Appendix.


10


10


101

Key Calendar Focus for 2011 Review Proposed Tier 2 Social Media IdeasReview Top

PR Ideas

Holiday Gift Guide 2011 (Slide 75) “What Winter Activities Do You Use Contigo?”

Connecting with the Education Industry (Slide 76) Contigo Teacher’s Pet

Connecting with the Medical Industry (Slides 77, 78) How Do You Avoid Germs at Work? How Does Contigo Keep Your Office Spill-Free?

Q3 Promotional Idea (Slide 79) Super Commuter Event

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*For additional details on each Tier 2 Social Media Idea, please see slides 74-79 in the Appendix.

Media Monitoring

Burrelles Monitoring Service Suggestions

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In 2010, Burrelles was actively monitoring for Contigo during the months of July, August, November, and December.

2010 Costs $327 Monthly Service Charge $1.82 per Press Clipping

2010 Media Pick-up 19 Placements

AssociatedContent.com HubPages.com WIRED.com Dispatch.com About.com The Columbia Dispatch Philadelphia Daily News Orange County Register TMCNet.com

2011 Proposed Months for Service July, August, November, December at 2010 Cost

Times North Lake Times Illinois Times Porter Appeal-Democrat Blogs.PhiladelphiaWeekly.com MommaInFlipFlops.com Evening Leader MrGadget.com HomeWorld Business

9

Washington D.C. Route

#

BurrellesLuce (print & online monitoring)Alpaytac works with Burrelles for a number of our clients and would recommend this service because of the quick turnaround time of print clips and its reasonable price.

Cost $327 base monthly fee. $1.82 per clip found, scanned and delivered.

Services Monitors newswires and syndicated services, professional journals, trade magazines,

consumer magazines, daily and non-daily newspapers, regional publications, online video, Web news sources, social media, internet forums and blogs.

Receive full text of the article, including photos, graphics, original headlines, as well as a thumbnail that shows exactly where the clip appeared on the page.

Example: http://images.burrellesluce.com/image/19316EE/19316EE_257&site=19316 Allows for customization so that you only see clips from a certain DMA or a precise tier of

publication. Also gives you choice of which clips you want to see, how you want to see them and how fast you want to receive them.

You choose customizable topics and keywords. News delivered via email and through online portal, BurrellesLuce 2.0, or in hard copy via

USPS.

Media Monitoring and Clipping Services

NOTE: All price quotes are estimates. Actual cost depends on specifics of company and discussions with sales representatives.

Media Monitoring and Clipping Services

9

Media Monitoring

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http://images.burrellesluce.com/image/19316EE/19316EE_257&site=19316

Appendix

Tier 1 Marketing Recommendations

43

Position Contigo as a health advocate for consumers to drink enough water.

PR/Marketing Opportunities Health Advocate for Drinking Water

10

Put literature or daily health tips on the Contigo website discussing the benefits of drinking enough water.

Position Contigo as the expert and the Tritan water bottle as the product to have to help consumers get enough water. Emphasis the how convenient and easy it is to take it with wherever you go.

Objective

Details


10


10

Contigo Involvement Daily posting of information on the website.Send outbound emails to current customer database with

helpful information on water consumption.

1

Key Calendar Focus for 2011

Marketing Idea for Fitness/Hydration:

44

To show teacher appreciation and bring awareness to Bella and West Loop as the perfect classroom accessories that allow teachers to stay in the classroom while enjoying hot coffee or a cold beverage.


10

Send Bella and West Loop review samples to top teacher bloggers; include a Trekker for safe mugs for kids use

A Social media contest would be implemented and would encourage students to submit a short essay on why their teacher deserves a ‘Contigo’ break

One teacher will be chosen each month to win a Contigo prize pack.

This could also be announced within education focused magazines.

The teachers who win will also be entered to win Trekkers for their entire classroom.

Objective

Details


10


10Contigo Involvement

Provide each per package would include Bella, West Loop, coffee and tea.

A 20% discount for teachers would also be posted*1


Marketing Idea for Back-to-School 2011:“Why My Teacher/Professor Deserves a Contigo Break”

45

Position the Scout Mug and Scout Food Jar as a must-have for packing school lunches to help keep kids healthy and use this product in conjunction with Michelle Obama’s Let’s Move! Campaign.


10

Partner with the Let’s Move! Campaign which is about putting children on the path to a healthy future during their earliest months and years.

Contigo would provide samples of the Scout Mug and Food Jar as well as a list of nutritional and economical kid tested lunch ideas to the media as well as select schools where the campaign is focusing its efforts.

Contigo can also donate these packages to schools in need across the country to under privileged kids.

Objective

Details


10


10

Contigo Involvement Provide each per package:

Scout Mug Scout Food Jar Lunch Box Nutritional lunch ideas

1


Marketing Idea for Back-to-School 2011:Michelle Obama’s Let’s Move! Campaign

46

To show how Contigo is a perfect gift for everyone on a gift list, create sets of swatch cards that display which product is best for each person

Perfect Gift Swatch Cards

1

The swatch cards would be created based on the current swatch cards Contigo has for the folder press kits but tailored to holiday gift guides.

Swatch sets would include, “For the Commuter,” “For the Coffee Lover,” “For Your Favorite Teacher,” etc.

These swatch cards would need to be created and finalized by the beginning of June.

The swatch cards would be sent with product in great, holiday themed wrapping.

Objective

Details

Contigo Involvement

Media Outreach Idea for Holiday Gift Guide 2011:Key Calendar

Focus for 2011

47

PR Plan

5

Top Verticals

2

To build Contigo awareness in the education community by giving Contigo products away at well-attended teaching conferences.

Teaching Conferences

Contigo can sponsor a conference like the LANL 13th Annual Conference on Education where 1500 educators gathered.

The sponsorship would include a West Loop as a ‘favor’ of the conference.

The product could potentially have the Contigo logo as well as the conference logo on embossed on them.

Objective

Details

Contigo Involvement

Product samples would need to be coordinated to supply all conference attendees.

Marketing Idea for Education Industry:

48

PR Plan

5

Top Verticals

2

Build Contigo awareness in schools by donating Trekkers to teachers to pass out to their students to promote hydration in schools.

Donate Trekkers to Classrooms*

Contigo will select key schools to donate Trekkers to teachers to pass out to students.

By donating Trekkers, teachers can promote the impact of hydration and recycling in their classrooms.

Literature in the form of leaflets or pamphlets would also be sent to these schools to enforce what they learned about hydration and recycling.

Classrooms would be encourage to show how they are being green in their school and one class from each of the selected schools will be awarded Trekkers for each student.

Objective

Details

Contigo Involvement Donate Trekkers to teachersLocate schools to donate TrekkersEncourage classrooms to submit photos and videos via

social media


49

PR Plan

5

Top Verticals

2

Build Contigo awareness within the medical community by partnering with a high profile hospital to show how Autoseal can help in the medical field.

Partner with a Highly Recognized Hospital

Contigo can partner with a hospital like Rush or University of Chicago.

Contigo would donate the West Loop to doctors and nurses to use within their day to day work at the hospital. The product could also be branded with the hospital logo.

An additional idea would be to partner with a doctor as a spokesperson for the brand.

We would also leverage patient testimonials and stories within the media

Objective

Details

Contigo Involvement The partnership would need to be finalized and the

mugs would need to be embossed with the logo.Additional giveaway can be done over social media

channels to doctors or nurses.

Marketing Idea for Medical Industry:

50

Bring awareness to motorists and consumers in the trucking industry by partnering with a recognized gas station/oil company.

PR Plan

5

Top Verticals

2

Gas Station Partnership

Contigo can partner with a gas station/oil company like Shell or Exxon to get the West Loop to be available in locations along major interstates across the country.

Special promotions or the gas station logo could be implemented for the mug.

Objective

Details

Contigo/ Alpaytac Involvement Product would need to be branded with the

logo.

51

Marketing Idea for Automotive Industry :

Engage consumers that enjoy to work out, by positioning Avex as an active lifestyle enthusiast. Also encourage Avex users to personalize and have fun with their product.

PR/Marketing Opportunities Your Motivation, Your Bottle

10

Print stickers that fit vertically on the Avex Kangaroo and Ridge Water Bottle that have inspirational quotes that have to do with exercise.

Stickers would also include the logo.Send the free sticker with a quote of the buyer’s choice with

any Ridge Water Bottle or Kangaroo that is purchased during a certain time period.

Objective

Details


10


10

Contigo Involvement Stickers will be provided to customers during a set

timeframe. Use social media to encourage active consumers to

purchase a Ridge Water Bottle or Kangaroo and pick out an inspirational quote sticker to come free with the purchase.

1


Marketing Idea for Avex:If y

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.

52

Tier 2 Marketing Recommendations

53

Generate interest with the media by sending surprises inthe Kangaroo Water Bottle’s pouch.

Unique Ways to Use Your Kangaroo*

Send the Kangaroo with a card that outlines the features and benefits of the water bottle.

Include a gift card to a smoothie shop to encourage smart refueling after a work out.

Or, three gift card alternatives could be GNC, Jamba Juice, or Vitamin Shoppe.

Print cards to include in the Kangaroo and purchase gift cards.

Objective

Details

Contigo Involvement

Marketing Idea for Fitness/Hydration:

54

To draw attention to the 10oz Aria for holiday gift guides, partner with Keurig to show how convenient the mug is for Keurig fans.

Partnership with Keurig*

1

Send a Keurig brewer with an Aria mug to select media starting in June to bring awareness to the mug for gift guides.

Possibly co-brand the mug with Keurig to make a special edition Aria that would be available where brewers are sold.

Create a die cut box in the shape of the brewer to fit the mug in the box to show how unique the product is.

Discuss concerns.

Partnership would have to be finalized as soon as possible.

Use this partnership solely for holiday gift guide initiatives. This could be applied to the West Loop Express too.

Objective

Details

Contigo Involvement

Media Outreach Idea for Holiday Gift Guide 2011:Key Calendar

Focus for 2011

55

PR Plan

5

Top Verticals

2

To build Contigo awareness in the education community by partnering with a Special Education school to promote Contigo products.

Partner with Special Education School

Contigo can partner with a school like New Horizon Center located in Chicago, which specializes in children with additional needs.

Contigo can help to create a safe environment for Special Education teachers when they face unpredictable situations with students.

The worry about spilling hot coffee while caring for these children will be eliminated with Contigo.

In addition, Contigo would give exposure to the participating schools on the website and social media channels.

Objective

Details

Contigo Involvement Partner with New Horizon CenterDonate Contigo West Loop Mugs to teachers or

partner with the schools to participate in/sponsor fundraisers


56

PR Plan

5

Top Verticals

2

Build Contigo awareness in schools by partnering with a school on a fundraiser that can involve teachers and students.

School Fundraisers*

Contigo will participate in a school fundraiser in order by donating products as a prize to kids who hit a certain fundraising dollar.

In addition, the classroom that has raised the most money will win a Contigo mug or water bottle for the entire class.

The teacher who’s classroom wins the grand prize, will get $500 to use for their classroom as well as a Contigo basket filled with products and goodies.

Objective

Details

Contigo Involvement Research what potential schools would be open to

holding a fundraiser with Contigo.Can tie in environmentally friendly messaging to

students.


57

PR Plan

5

Top Verticals

2

Build Contigo awareness within the veteran community by partnering with a VA hospital.

Partner with a VA Hospital

Contigo can partner with the Jesse Brown VA Medical Center here in Chicago to provide products to the various veterans as well as the doctors that care for them.

Contigo could hold a game night for veteran patients and donate the West Loop mugs as prizes.

Objective

Details

Contigo Involvement

Additional giveaways can be done over social media channels veterans and those currently serving.

Marketing Idea for the Military:

58

PR Plan

5

Top Verticals

2

Build Contigo awareness within the veteran/military community by partnering with an organization that helps and assists veterans.

Partner with The American Legion

Contigo can partner with The American Legion to provide products to the various events and causes they support such as troops overseas and family and youth support.

Contigo would donate the West Loop’s for regional gatherings and meetings as well as to troops overseas.

Objective

Details

Contigo Involvement

Additional giveaways can be done over social media channels veterans and those currently serving.

Marketing Idea for the Military:

59

PR Plan

Marketing Idea for Automotive Industry :

5

Top Verticals

2

No Road Spills With Contigo

Partner with the “Road Dog Trucking” radio show and conduct a poll asking truck drivers to vote for the best truck stop in America (truck stops must advertise with “Road Dog Trucking”)

After the best truck stop has been identified, send a Contigo street team to the truck stop to hand out Contigo products for truckers to try.

Ask truckers their thoughts on Contigo to leverage on social media (see next slide)

Form partnership with “Road Dog Trucking” to conduct the poll

Promote the poll by directing social media followers to the poll and advertising on “Road Dog Trucking”

Objective

Details

Contigo/ Alpaytac Involvement

Create awareness for Contigo in the trucker community by engaging with the target through a poll and giving away free products.

60

To leverage Avex and target the appropriate audience through relevant activities, such as aligning with top fitness gurus, receiving 3rd party endorsements and participating in fitness trade show and events.

Top Fitness Gurus

3rd Party Endorsement

Fitness Events

1

Objective

Marketing Ideas for Avex:Events and Partnerships*


Jackie WarnerJillian MichaelsBob GreeneAndrea Metcalf

GatoradeVitamin Water

2011 Chicago Triathlon Illinois Fishing & Outdoor Expo

61

Tier 1 Social Media Recommendations

62

Position Contigo as a health advocate for consumers to drink enough water.

PR/Marketing Opportunities Health Advocate for Drinking Water

10

Post daily health tips on the Contigo social media channels about ways to drink more water as well as general facts on the benefits of water.

To create interaction, have a contest to encourage users to post tricks on how they consumer more water each day and the best tips with get a free Contigo water bottle of their choice.

Objective

Details


10


10

Contigo Involvement Provide free product to winnersMonitor and respond

1


Social Media Idea for Fitness/Hydration:

63

Raise awareness to the amount of waste created by disposable bottle consumption, specifically from use at gyms and identify consumers that participate in the green initiatives.

PR/Marketing Opportunities Contigo Green Guru of the Month

10

Objective

Details


10


10

Approve list of facts and tips to post on social media channels. Identify users with the best green routines to showcase on the

social media channels. Monitor and respond to social media responses.

1


Social Media Idea for Fitness/Hydration:

Add CRI WasteCount 2011 meter to social media channels, a running tally of disposable bottle waste.

Increase awareness of waste caused directly from disposable bottles with facts and images.

Encourage users to send in their green routines and highlight one consumer per month on the social media channels.


64

Promote the Contigo kids products to parents by asking parents to share creative lunch ideas for kids.

PR/Marketing Opportunities Lunch Box Stories

10

Objective

Details


10


10

Monitor and respond to social media responses.Send three winners Contigo kids products.

1


Social Media Idea for Back to School:

Have parents post stories and photos about the best lunch that they have ever sent their kids to school with.

Chose the three best lunch recipes to post on the social media channels and send the winners a Trekker, Scout Food Jar and Mug


65

Give a 20% discount code to college students that email an account such as [email protected] with their school email address.

PR/Marketing Opportunities Students Get a Break with Contigo

10

Objective

Details


10


10

Provide discount code. Monitor and respond to social media responses.

1


Promote the discount on social media channels and encourage students to email an account with their school email address to receive a 20% off discount code.

This promotion would encourage college students to purchase products while not breaking the bank.

Social Media Idea for Back to College:


66

mailto:[email protected]

Bring awareness to the West Loop as a product that students need in their social lives at college in between studying, classes, etc.


10

Have students submit why they, or a student they know, deserves a ‘Contigo’ break

Students will submit their nominations via social mediaUsers will vote on most deserving story and the winner

will receive a Contigo prize pack of products.A possible addition to this idea would be a scholarship

or supply of their favorite beverage for the year.

Objective

Details


10


10

Contigo Involvement Provide a Contigo prize pack

1


Social Media Idea for Back-to-College 2011:“Why I Need a Contigo Break”

67

Show a variety of Contigo products by highlighting a new product for 12 days before Christmas to give consumers last minute gift ideas.

PR/Marketing Opportunities The 12 Days of Contigo

10

Objective

Details


10


10

Take pictures of wrapped Contigo products to post on Facebook and Twitter.

Monitor comments and feedback.

1


Social Media Idea for Holiday Gift Guides:

For each product, post images of fun ways to wrap each Contigo product.

On the picture’s caption, write what person on a holiday list the product would be perfect for.

Post images from appropriate swatch cards to encourage ideas and suggest gifts for certain people.

Each day, 5 followers who commented on the post would be picked to receive the product for free

.


68

http://www.gocontigo.com/index.html

PR Plan

Education Industry Social Media Idea:

5

Top Verticals

2

Teacher’s Discount*

Similar to the “Contigo on Campus” discount, promote the teacher’s discount on social media channels and encourage educators to email an account with their school email address to receive a 20% off discount code.

This discount would include the “Super Teacher” branded West Loop.

Objective

Details


Provide discount code. Monitor and respond to emails.

Give a 20% discount code to teachers that email an account such as [email protected] with their school email address.

69

mailto:[email protected]

PR Plan

5

Top Verticals

2

Contigo Super Teacher

Objective

Details


Introduce Contigo to educators and show the useful ways that the products can save sticky spills in the classroom.

Encourage teachers to submit testimonials on social media channels to share how Contigo saved a stack of papers that would have been spilled on otherwise, etc.

Encourage followers that are teachers to comment on the teacher testimonials with their own stories.

The teacher with the best ‘save’ will be awarded a product of their choice.

This will be a monthly promotion to encourage teachers, fans, and followers to return to the Contigo pages.

Monitor and respond to social media posts.

70

Su

per T

eacher

Social Media Idea for Education Industry:

PR Plan

Social Media Idea for Military:

5

Top Verticals

2

Veteran’s Discount Day*

Post Veteran's Day discount on social media channels to show support for the brave men and women that serve our country.

Objective


Provide discount code. Monitor and respond to emails.

Details

Film Give a 20% discount code to current and former service men and women from the American armed forces on Veteran’s Day under the motto “Contigo Serves: All present and past servicemen/women who protect our nation will receive a 20% discount on our best spill-proof protection”

71

Bring awareness to the consumers in the trucking industry by leverage truck driver testimonials from the Contigo truck stop giveaway to encourage other truckers to try using Contigo products.

PR Plan

5

Top Verticals

2

Contigo Trucker Tales

Ask truck drivers why they think Contigo will help them on the road and post their quotes/testimonials on Contigo’s Facebook and Twitter pages.

The truckers who ‘like’ or re-tweet the testimonial, will be entered into a drawing to receive a Contigo product.

Objective

Details

Contigo/ Alpaytac Involvement Conduct quick interview at the truck stop

giveaway.Post testimonials on social media channels.

72

Social Media Idea for Automotive Industry :

Select top ten quotes from users and conduct a poll asking social media followers to pick their favorites.

Send users that submit quotes a free product.Create stickers to send out with purchases


10

Objective

Details


10


10


1


73

Your Motivation, Your Bottle Social Media Idea for Avex:

Engage social media users that enjoy to work out, by positioning Avex as an active lifestyle enthusiast.

Encourage social media users to post their favorite fitness-related quotes on the Facebook wall.

Post the ten best quotes and ask users to vote for their favorites. Award the users that posted the top five quotes that are voted on with

free products.Create quote stickers with the top five quotes voted by the social

media followers. Send the free sticker with a quote of the buyer’s choice with any 24

oz Water Bottle or Kangaroo that is purchased during a certain time period.

Tier 2 Social Media Recommendations

74

Encourage consumers to post images of how they use their Contigo products during the holidays.

PR/Marketing Opportunities “What Winter Activities Do You Use Contigo?”

10

Objective

Details


10


10

Promote on social media channels Monitor comments and feedbackSend ten winners a Contigo sample for posting their image

1


Social Media Idea for Holiday Gift Guides:

Ask social media followers to post images of themselves using a Contigo product during the holidays for a chance to win Contigo products.

Select a daily winner to give away a Contigo product for ten days in December.


75

PR Plan

Social Media Idea for Education Industry:

5

Top Verticals

2

Contigo Teacher’s Pet

Objective

Details


Introduce Contigo to educators and show the useful ways that the products can save sticky spills in the classroom.

Encourage teachers to submit testimonials on social media channels to share how Contigo saved a stack of papers that would have been spilled on otherwise, etc.

Encourage followers that are teachers to comment on the teacher testimonials with their own stories.

The teacher with the best ‘save’ will be awarded a product of their choice.

Once a month a teacher would be coined the “Contigo Teacher’s Pet” and will win a free product of their choice.

Monitor and respond to social media posts.Provide product to educators.

76

PR Plan

Social Media Idea for Medical Industry :

5

Top Verticals

2

How Do You Avoid Germs at Work?

Objective

Details

Contigo/ Alpaytac Involvement Send a limited number of samples to medical offices

that post pictures to the Facebook page.Monitor and respond to emails.

Have medical personnel post pictures to the Facebook page to show how their office or hospital avoids germs.

Give away Contigo samples to medical staff that posts pictures.

Show Contigo’s support for the medical community by hosting a giveaway.

77

PR Plan

5

Top Verticals

2

How Does Contigo Keep Your Office Spill-Free?

Interview and film medical staff as they answer the question “How does Contigo keep your workplace spill-free?”

Gives a strong community involvement identity to Contigo by showing help they give to medical environments.

The best answer gets Contigo products for their entire specialty wing of the hospital.

Objective

Details

Contigo/ Alpaytac Involvement Film and interview medical staff and ask simple

interview questions.

Film staff at medical offices while they tell the camera how Contigo helps to keep their office spill-free.

78

Social Media Idea for Medical Industry :

Host an event focused and driven by super capacity travel mugs that benefit “Super Commuters” – a category and term created by Ignite.

Invite targeted media to attend event. Targeted media to include radio, Sirius radio, blogs, travel

magazines, major newspapers Promote contests to gain attention of media

Radio contest during morning rush hour, looking for top super commuter stories; do the same on social network sites.

Create super commuter survival kit with mug and other items

Send mug to radio show hosts as the only mug that can be safely used in the studio

Send mug overnight filled with ice water to showcase superior vacuum properties that keep drinks cold for 18 or more hours

Send mug on a cross-country trip with a few truck drivers and ask them to report back on their journey with their mug

This could also include photos or video for social media

1

Objective

Q3: Super Commuter Event*Key Calendar Focus for 2011

Details

79

year to date recap. index 2 1.media overview a)2011 placements to date b)2011 pending placements to...

Documents

total impressions

total placements

total pending impressions

impressions broadcast

impressions julyaugust

total conversion rate

west loop metrofamily

west loop bicycling