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Seriously Good
INDULGE RESPONSIBLY
LINDSAY ADAM SAMANTHA ROBERTS JASMINE TURNER TJ LIND DANIELLE LEUNG
HERE’S WHAT
PRODUCT BENEFITS
BUDGET
THOROUGH RESEARCH
BRAND VISION
COMPETITIVE INSIGHT
MARKET SEGMENTS
YOU GAVE US
CURRENT MARKET THE OPTIONS ARE SLIM
Ingredients Taste / Flavors Homemade
CURRENT MARKET OPPORTUNITY
High Nutritional
C ontent
DELIVERABLES
PACKAGING
MEDIA PLAN
WEBSITE
SOCIAL MEDIA
MESSAGE STRATEGY
TARGET MARKET
ELEVATOR STATEMENT
TARGET MARKET
PROFILES
FOODIES MILLENIALS GENERATION X c c
Frequent Indulgers
Food Experts
Fitness Finders
MILLENIALS
Frequent Indulgers
SOCIAL MEDIA
BEHAVIORS
LIKE / SHARE
CONNECT
PERSONALITY
PROFESSIONAL
E COMMERCE
DIVERSE SEGMENT
SOCIAL
BUDGET
SHORT TERM HEALTH
BODY CONSCIOUS
PROFILES
EXPRESSIVE
FOODIES
Food Experts
SOCIAL MEDIA
BEHAVIORS
ENGAGEMENT
PROFESSIONAL
ARTISTIC
CONTENT
E COMMERCE
NEW MARKET
HEALTH CONSCIOUS
TREND SETTERS
INNOVATION
DIGITAL
PROFILES
CURIOUS
GENERATION X
Fitness Finders
SOCIAL MEDIA
BEHAVIORS PROFILES
COMMUNICATE
CONNECT
PERSONAL
PROFESSIONAL
E COMMERCE
MOST OF NEW ENGLAND
HEALTH CONSCIOUS
BUDGET
LONG TERM HEALTH
EMOTIONAL
LET’S GET SOCIAL
WEBSITE
c c c
c
c
c
c
c c
c
Mil lenials Generation X Foodies
WE ASKED THE PROFESSIONALS
50% OF RESPONDENTS
ARE TRYING TO LOSE
WEIGHT
CONSUMERS SEEK
FOOD PRODUCTS WITH
BENEFITS
HEALTH CATEGORIES ARE
GROWING FASTER THAN
INDULGENT CATEGORIES, BUT
THERE’S STILL ROOM FOR
TREATS IN OUR DIETS
MILLENIALS WILL PAY
FOR PREMIUM QUALITY
PRODUCT HEALTH
ATTRIBUTES ARE THE
MOST IMPORTANT FOR
EMERGING MARKET
Everyone has their own definition of what
it means to be healthy
99% of people would say that they’re
concerned about their health
BUT
Most of those people don’t take action in
changing their lifestyle
INSIGHT Message Strategy
WHAT WE NEED
TO SAY
HOW WE NEED TO
SAY IT c
Compelling message that separates
us from the competition and
concisely portrays our brand benefits
Create a tone of voice that
resonates with our multiple
target market segments
EDUCATE
Communicate to market segments that our
product offers both the indulgent taste they
want and the nutritional benefits
Seriously Good
INDULGE RESPONSIBLY
ELEVATOR STATEMENT
Our advertising will convince the
target to give our brand a chance
because Seriously Good is the
only ice cream brand that can
provide health benefits
MEDIA PLAN
Strategy
Our overall media strategy is to reach the
majority of our target market with a high
frequency, therefore increasing the
probability of trial / purchase.
BRAND AWARENESS
TRIAL
EDUCATION
CONVERSION
PAID
OWNED EARNED
Paid Social
Outdoor
Radio
IMC
Landing Page
Social Content
Coupons
Rewards Program
Word of Mouth
MEDIA TYPE COST IMPRESSIONS
Paid Social $1,000 300,000
Radio $17,600 160,000
Outdoor $6,000 833,328
TOTAL $24,600 1,293,328
TO RUN IN MAY AND JUNE
FLIGHTING
SCHEDULE
COLLEGE TOUR
BRAND AWARENESS / TRIAL / EDUCATION
We will start off our campaign with by traveling to local
college campuses in the Rhode Island area and giving out
free samples, as well as letting them test drive certain
features on our website such as the fiber tracker and meal
planner. This will provide immediate feedback on the
websites usability and interface.
RADIO
OUTDOOR
PAID SOCIAL
COLLEGE
PULSING
CONTINUOUS
CONTINUOUS
FLIGHTING
MEDIA PLAN SCHEDULING
PULSING
SCHEDULE
RADIO -Start off with low GRP’s (10)
-Build to 20 GRP’s right before product launch
-Peak at 30 GRP’s for the first two weeks the product is available
-Back down to 20 for the two remaining weeks
BRAND AWARENESS / EDUCATION
THESE RADIO STATIONS WITH RUN ALL DURING
AFTERNOON DRIVE TIME, WITH A PUSH ON THE END
OF THE WEEK TO HIT PEOPLE WHILE THINKING
ABOUT STOCKING UP FOR THE WEEKEND.
BRU: 18-35 Cat Country:
25-54
Pro FM:
18-49
RADIO STATIONS
CONTINUOUS
SCHEDULE
OUTDOOR
BRAND AWARENESS / TRIAL
Next outdoor will be used primarily to drive trial. We will
purchase 12 bus shelter ads that will run all for the month of
June. These will be the closest bus shelter ads to each Whole
Foods and Dave's Marketplace location, with the messaging
driving them into the stores.
CONTINUOUS
SCHEDULE
PAID SOCIAL
BRAND AWARENESS / EDUCATION
Paid social media ads that will drive
consumers to our website to learn
all about our product
PACKAGING
TAKE A 360°
PACKAGING
BIRD’S EYE VIEW
PACKAGING WHAT’S UNDERNEATH
PACKAGING HERE’S WHAT’S INSIDE
10%
20%
30%
Fiber Tracking
WEBSITE
WEBSITE Every P int Has A Story
On our product
page, users are not
only able to see our
ingredients for each
flavor, but also
register their pint.
Under each lid is a
number that can be
entered at our
website and users
can see how their
pint was made and
where the
ingredients came
from.
MORE THAN A
ONE WORD
BRAND
WEBSITE Fiber Chal lenge
#DareToTaste
With this tactic,
users will be able to
create daily fiber
meal plans and
access easy recipes
full of fiber. When
they’re done, they
can choose to
challenge a friend
in their network or
create another meal
plan under a saved
name in their
profile.
FIBER
FRIENDLY
WHAT MAKES US UNIQUE
FIBER
CALCULATOR
FIBER
CHALLENGE
FIBER
BLOG
CONTENT WORTH TALKING ABOUT
Increase
Digital Traffic
Increase
Loyalty Search Engine
Optimization
FLAVORS SHOP CONTACT US OUR STORY
OUR MISSION LOCATIONS
MEET THE DR. CONTACT
YOUR CART OUR PRODUCTS
PINT STORY
EAT MORE. GET MORE. HAPPY BODY.
Seriously Good Rewards
SERIOUSLY DIGITAL
SERIOUSLY DIGITAL
ADS THAT
C onnect
OUTDOOR
OUR
MESSAGING
DRIVES OUR
TARGET TO
THE DAVES/
WHOLE
FOODS
NEAREST
EACH
OUTDOOR AD
Strategy
#UnderTheLid
#DareToTaste
#UnderTheLid #DareToTaste
HAVE A POINT
OF VIEW
Brand Tastemonials
#Tastemonials
On Tuesdays we’re
opening our
Facebook to Brand
Tastemonials,
allowing our target
market to upload
their “Taste Stories”
with our ice cream
A GUIDE TO
SUCCESS
COLLEGE TOUR #DareToTaste
RADIO SPOTS
It's that ah hah moment when
you realize you need it.
That upsetting moment when
you realize you don't.
The hmmm moment when you
see this new kind.
And the mmmmm moment when
you try it and love it.
It's seriously good. Seriously.
Seriously Good Ice Cream
Indulge Responsibly
Grab. Open. Eat. Ahhhh
Grab. Open. Eat. Ahhhh
Grab. Open. Eat. Ahhhh
4 steps until greatness.
No regret, no disgust, just
ahhhhhhhh.
Seriously Good Ice Cream
Indulge Responsibly
RADIO SPOTS
We understand your cravings
Those mouth watering,
Stomach pinching cravings
Those-late-night-feel-good-
munchies,
Wake-up-can’t-zip-pants-coffee-
binge-cravings
While we can’t stop you from
getting hungry
We can give you something to
satisfy your guilty pleasures
Without the guilt
Ice cream made from 100% all
natural ingredients
And 30% of your daily amount of
fiber in just one pint
Seriously Good ice cream
Indulge Responsibly
Whoever told us to feel bad about
what we eat is wrong.
Feel great about a juicy hamburger
with slaw and fries, or kale salad with
chicken.
Feel great about that hardcore
workout after work, or taking the 6
flights of stairs.
Feel great about indulging in ice
cream. That's right.
Feel GREAT about indulging in
Seriously Good Ice cream.
Love your body again.
Seriously Good ice cream
Indulge Responsibly
LINDSAY ADAM SAMANTHA ROBERTS JASMINE TURNER TJ LIND DANIELLE LEUNG
THANK
YOU
