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Hero Presentation for NY and Boston
Citation preview
LAUNCHING HERO VELVET
JULY 24, 2014
OVERVIEW
Objective: Raise brand awareness, drive sales thru trial
Timing: Phase 1: Fall 2014
Phase 2: 2015
Markets: Phase 1: New York
Phase 2: New York, Boston
Target: 28+ yr old women who bake at home
Assets: 10,000 samples available: 1 oz jars
Consumer message:
Try the #1 fruit preserve brand preferred by professional bakers in your own treats.
2015: Now the ‘Velvet’ line of smooth and seedless fruit preserves are available for
the home baker.
2014 IN NEW YORK
Budget: $25,275
Option A :
Live Sampling
Targeted Outdoor Display Ads
SAMPLING: To raise awareness of the HERO brand name we
would take advantage of New York as a great sampling
medium. Targeting peak traffic areas, we can distribute 10,000
1 oz samples of Hero during the holiday season, along with a
recipe card that will :
- Reinforce the brand name
- Seed the baking concept
To capture attention and reinforce the brand name, we would
attire our samplers in blue like the new package color, with a
logo clearly displayed. Capes would serve as a mnemonic for
the “Hero” name.
ADVERTISING:
- Outdoor display targeting peak traffic areas
Brand Awareness
Recipe card
2014 IN NEW YORK
Budget: $25,125
Option B :
Live Sampling
Digital Banner Placement
SAMPLING: As described on previous slide.
ADVERTISING:
Digital Banner Ads would serve mainly as brand
name reinforcement.
We can place digital banners on food sites where
consumers are searching for holiday dessert
ideas.
If you have the list of store distribution, we can
target within a 5 mile radius of each store.
Programmatic Digital Banner Buy, targeted to
consumers interested in baking in NYC
Creative – 7 banner versions
3.75mm est. impressions
Brand Awareness
Recipe card
2014 - 2015
Moving forward into 2015, we recommend a coordinated effort
across multiple channels.
Website
A website focus on Hero Velvet
Your current site is functioning as a placeholder, with no consumer
strategy behind it.
To support Hero Velvet, requires
Focus on Recipes
Pastry Heritage
Recipes/Photography
On a minimal level we have a chef and photography team that will
create original recipes that are rights-cleared and owned by HERO.
They work with Sara Lee, Mars, Dole, and other major CPG
companies, and created content for our award-winning site for Arla.
Social Media
We would post on Pinterest, but do not recommend other social
media at this time. Pinterest is a strong driver of interest in recipes.
Facebook has changed its algorithm and is no longer pragmatic for
brand promotion.
Build core assets
2015 IN NEW YORK AND BOSTON
We recommend a strategy that will give you:
- the broad brand reach of traditional media
- the target specificity of digital
- and the high-touch of sampling.
A combination of magazine, digital radio, and sampling will allow you
hit peak selling (baking) seasons and support them robustly.
Being noticed in many places ‘at once’ gives you big brand impact.
With targeted markets, it’s affordable.
Multichannel marketing
2015 MAGAZINE ROLL-OUT FOR HERO VELVET
• To use the launch of the Hero Velvet line to gain significantly more
awareness and sales for the total Hero brand.
• To specifically spike interest in sales with consumer prospects for
baking usage of the new Velvet line.
Originally the plan was to concentrate coverage of consumer prospects
in New York and Boston. We look to magazines because magazines are
the most demographically targeted mass media. In the selling climate
facing magazines today, we can provide national coverage for the cost of
a single region.
The following statistical charts support our selection of consumer
magazines, matched with our experience with their editorial prominence
and suitability for your purposes.
Objectives:
2015 MAGAZINE ROLL-OUT FOR HERO VELVET
Food Magazines Ad Page Comparison
First 6 Months 2014 vs. 2013 Ad Page Level
2014 Pages 2013 Pages % Change
Cooking Light 573.5 580.1 -1.1%
Food and Wine 556.9 572.3 -2.7%
Food Network 512.8 588.5 -12.9%
Bon Appetit 380.7 445.3 -14.5%
Every Day w/ Rachael Ray 332.8 371.6 -10.4%
Eating Well 178.0 177.5 0.3%
TOTAL 2534.7 2735.1 -7.3%
We first looked across a broad field of food magazines. This chart of Food Magazines Ad Page
Comparison chart indicates the importance of each of these to advertisers. As you can see Cooking
Light and Food Network are at the top, as is Food and Wine.
2015 MAGAZINE ROLL-OUT FOR HERO VELVET
Hero Magazine Full Page Rates 2015
Publication Rate Base 2015 P4C Rate % Discount CPM Circulation
Bon Appetit 1,500,000 $90,680 50% 60.45
Cooking Light 1,809,000 $65,655 55% 36.29
Food Network 1,650,000 $47,760 50% 28.95
New Yorker 1,015,000 $24,180 80% 23.82
Real Simple 1,975,000 $58,825 70% 29.78
Vanity Fair 1,175,000 $98,387 47% 99.56
We next looked at cost as a factor. In discussion with the publications, we are able to provide the above Hero
Magazine Full Page Rates for 2015. We also provided the rate base (circulation), and calculated the CPM.
As you can see the cost efficiency of four magazines is relatively good whereas Bon Appetit and Vanity Fair
are out of line.
2015 MAGAZINE ROLL-OUT FOR HERO VELVET
Audience Cost Ranking
Women Ages 25-54 who Bake at Home
Base: Adults - Population: 235,577,000 Run Date: 7-29-2014
Aud (000) % COV % COMP Index Cost (4PC) CPM Users
Women and Adults 25-54 & Baking: Participated in last 12 months 20,144 100.0 8.6 100
Real Simple 2,181 10.8 26.9 315 $ 58,825 26.97
Cooking Light 2,025 10.1 18.6 217 $ 65,655 32.42
Food Network 1,806 9.0 15.5 181 $ 47,760 26.44
Bon Appetit 915 4.5 15.0 175 $ 90,680 99.10
Vanity Fair 908 4.5 14.6 171 $ 98,387 108.35
The New Yorker 482 2.4 12.0 141 $ 24,180 50.16
Our next view drilled down the CPM to our target. The Audience Cost Ranking chart compares the six magazines in
covering our target audience of women 25-54 who bake at home. Here, as you can see, 3 magazines stand out in their
efficiency and strength of coverage in reaching this group. The surprise is Real Simple, which is not a food book but
nonetheless has the highest composition of women who bake at home. Together Real Simple, Cooking Light, and
Food Network emerge as offering Hero the best opportunity for reaching your target.
2015 MAGAZINE ROLL-OUT FOR HERO VELVET
Proposed Magazine Schedule Year 2015
Magazine % of Coverage Cost P4C Frequency Total Cost Total Coverage
Real Simple 10.8% $58,800 2x $117,600 21.6%
Cooking Light 10.1% $65,600 2x $131,300 20.2%
Food Network 9.0% $47,700 2x $95,500 18.0%
Total 29.9% Total $344,400 59.8%
Est. total net coverage of women 25-54 who bake at home 33.0%
Estimated Frequency 2x
With these choices, we then developed the above Proposed Magazine Schedule for 2015.
According to Google Trends, peak periods for home baking are July and Nov/Dec holiday, followed by April/May.
We would make the final determination of issue choices based on their 2015 editorial calendars.
PANDORA STREAMING RADIO
Display ads appear at the same time as your
audio ads. This increases response.
Pandora Digital Radio creates a strong
engagement through audio and screen with
click-thru to special offers or other
engagement. We manage the campaigns to
maximize impact by region, demographics,
and daypart.
Targeted: 100% delivery to ONLY your
demo and geographic target
Un-Cluttered Environment: Only 4 minutes
of ads per hour.
Our plan would include four 2-to-4-week
flights in each market
Additionally, we have the ability to change
creative messaging, enhance the message
through banner advertising with the ability to
click-through to an offer or website
demonstration.
Standard Banner appears after audio
ad concludes and music resumes
Audio w/ Companion Tile displayed
during duration of audio message
We are in discussion with the International
Culinary Institute, which trains 20,000
professional chefs and pastry chefs and educates
26,000 amateurs through a regular calendar of
courses.
We are discussing levels ranging from a launch
event with baking demonstration and
participation, to development of a course
sponsored by HERO, to an endorsement from the
pastry faculty with rights to use their imprimatur.
There are also professional bakery associations
and events to be considered on a trade show
level, including the triannual International Baking
Industry Exposition, being held next in 2016 in
Las Vegas.
Baking and Sweets Show, a show for amateurs,
is held in Chicago.
PROFESSIONAL INTEGRATION
NY Q4 2014 BRAND PUSH
Media Production Description Budget
Option A
Street Team Sampling
Brand ambassador team in Hero branded attire, giving out printed material and samples
3625
Sampling Assets 10,000 handouts, attire, expenses 8000
Phone Booth 1 month, 18 placements 7650
Production 6000
TOTAL 25,275
Option B
Street Team Sampling
Brand ambassador team in Hero branded attire, giving out printed material and samples
3625
Sampling Assets 10,000 handouts, attire, expenses 8000
Programmatic Digital Banner Support
Banner Creative
Targeted to consumers interested in baking in NYC Set-up, creative, coding
13,500
TOTAL 25,125
INTEGRATED ELEMENTS FOR NY AND BOSTON, 2015
Media Production Description Impressions Budget
Website Updated HeroUSA.com website, focus on recipes, simple navigation
-
24,000
I2 Original Recipes for Hero Velvet
- 24,000
Print Campaign Relevant baking and foodie-focused magazines running across 2015.
6mm – National w/ Women 25-54 who
Bake at Home
344,400
Print Ad Concept, design, photography, production, materials to publication 60,000
Pandora Radio Demographically and geo-targeted :30 audio/visual ads
1.83mm – NY 1mm – Boston
50,000
Spot Production Copy, production on a per spot basis 6,000
Sponsorship Opportunities
Potential with I.C.E. TBD
Programmatic Digital Banner Support
Targeted to consumers interested in baking in NYC and Boston
5mm – NY 5mm – Boston
50,000
Banner Creative Set-up, creative, coding 9,000
TOTAL $567,400
Drive Calendar Market Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
2014 Sampling/Outdoor
Soft Launch (Opt. A) New York
2014
Sampling/Programmatic
Digital Buy (Opt. B) New York
Hero Website
Development National
Real Simple National
Cooking Light National
Food Network National
Pandora Boston
Pandora New York
Programmatic Digital
Banner Support Boston
Programmatic Digital
Banner Support New York
Will be adjusted to coordinate with in-store promotions schedules, and to support live events, as needed.
TIMELINE 2015