T I L L A M O O K I C E C R E A M C A M P A I G N

T I L L A M O O K I C E C R E A M C A M P A I G N

A U G U S T 1 3 , 2 0 1 0

KnackThe BriefConsumer PersonasResearch The CampaignPrintBrand Experience Earned Media PlanOnline PresenceTwitterFacebook

MicrositeWebsiteFlavor PagePay Per ClickHuluRadioPoint of PurchaseMedia PlanBudgetThank You

T A B L E O F C O N T E N T S

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K A R L Y B O L T O N

N I C O L E J O R D A N

A N D R E W A B R A H A M

C A R R I E D U N N

K E N L A N G D O N

public relations

designer

account manager

copywriter

designer

T E A M K N A C K

We are an agency driven by talent and passion. An eclectic group, we focus on collaboration to bring you what you need. We’ve got a talent for design. We’ve got a talent for writing. We’ve got a talent for PR, marketing, and brand communications. More than anything, we have a knack for creativity. We look forward to showing it to you.

Use Knack, because we certainly use ours.

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B R I E F

Client: Tillamook County Creamery Association

Product: Tillamook Ice Cream

Message: “Best-tasting”

Goal: Increase sales at point of purchase

Campaign Elements: Advertising/media Public Relations Events Online Communication Channels

Timeline: March-May 2011

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C O N S U M E R P E R S O N A SSusiePortland, OR30 years old3 childrenFamily income: $170,000

Brand Alignments Starbucks | Corner Shop iPhone | Blackberry Windows | Apple Safeway | New Seasons Gap Kids | Hand-me-downs

Currently Buys: Breyers

Key Purchase Motivator: Believes in buying quality products and tends toward the brands she is emotionally tied to

Behaviorgraphics: Online activity includes researching, connecting, conversing, and observing

Susie is the quintessential young working mom. With three young boys, a working husband, and a full time job, she’s got a lot on her plate. However, Susie’s busy schedule and hefty combined income does not translate into an impulsive shopper. She is reasoned in her decisions at the grocery store, and she’s a creature of habit.

LauraSpokane, WA48 years old5 childrenFamily income: $95,000

Brand Alignments Starbucks | Corner Shop iPhone | Blackberry | Flip Phone Windows | Apple Safeway | New Seasons Gap Kids | Hand-me-downs

Currently Buys: Private Label

Key Purchase Motivator: Believes in buying quality products and tends toward the brands she is emotionally tied to

Behaviorgraphics: Online activity includes researching, problem solving, and observing

Laura’s exhausted. She’s a super mom, often faced with

life, and she marks off each task with a smile on her face. Money is tight, and when she shops, she buys cheap. There are a lot of mouths to feed, and not a lot of money to go around. To convince Laura to spend more, you need to be really persuasive.

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If you thought Susie was busy, meet Paige. Paige is employed full time in the public relations industry, which means working 60+ hours a week—and that doesn’t even cover communicating after hours on her iPhone. As a single mom to Peyton and a

grocery shopping. She makes the impulsive, emotional choice at the grocery store—regardless of the price.

PaigeSeattle, WA38 years old1 childFamily income: $85,000

Brand Alignments Starbucks | Corner Shop iPhone | Blackberry Windows | Apple Safeway | New Seasons Gap Kids | Hand-me-downs

Currently Buys: Tillamook Ice Cream

Key Purchase Motivator: Believes in buying quality products and tends toward the brands she is emotionally tied to

Behaviorgraphics: Online activity includes problem solving, commenting, researching, conversing, producing, connecting, broadcasting, marketing and observing

R E S E A R C H

89%shoppers in their family, verifying our target market is correct.

The following page contains a representation of the varied answers to the question, “Why do you purchase Tillamook?” The larger the word, the more often it was used in the reponses.

The results of this survey are clear. The differentiating factor that causes consumers to purchase Tillamook over the competition is the idea that

Tillamook is a local brand that tastes better.

interviews of our target market. The results showed “local” is a brand from the northwest made of a higher quality, which stems from the people behind the product.

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W H Y I P U R C H A S E T I L L A M O O K . . .

T H E C A M P A I G N

There’s only one way to explain why Tillamook Ice Cream is

Tillamook Ice Cream is made by and for the Northwest, so it only makes sense to perfect it with the best local ingredients. From Oregon strawberries to the Sticky Bun, all the way to our Marionberry Pie- it’s Northwest through and through.

And of course, we make our ice cream the best by creating it with loving care. That makes it more than comfort food, it’s supporting food. Every time you take a bite, you can feel good about supporting a cooperative of dairy farmers who love what they do.

It’s an ice cream made with love, to make it an ice cream

Northwest pride. That’s Tillamook Ice Cream, and that’s Delicious Local Love.

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P R I N T

During the campaign, a back cover print ad will run each month in Portland Monthly, Seattle Metropolitan, and Spokane Coeur d’Alene Living. The combined reach of these three magazines is 459,474 people. Of that readership, 61% is made up of our target audience.

The back cover placement will give our ads the optimal position to be viewed by the consumer. The image of the ad is designed to quickly instill an emotional feel for our campaign. A call to

under the message of Delicious Local Love.

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B R A N D E X P E R I E N C E

The Delicious Local Love campaign will be led by the community involvement of the Tour de Yum. Customized Tillamook bikes (complete with freezers) will ride the streets of Portland, Seattle, and Spokane, giving out free ice cream samples during the course of the three-month campaign. At farmer’s markets, art walks, festivals and parades, the Tour de Yum will be there to make it better with delicious ice cream and a love of sustainability and all things local.

The Tour de Yum will create direct, face-to-face interactions between Tillamook Ice Cream and consumers.

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E A R N E D M E D I A P L A N

We will launch a thorough public relations campaign to gain coverage for the various events around Portland, Seattle and Spokane from March 2011-May 2011. This campaign will include pitches and media relations follow-ups with area newspapers, alternative newspapers, popular local blogs and mommy blogs.

Alternative newspapers: portlandmercury.com wweek.com

Seattle Blogs: slog.thestranger.com citizenrain.com blog.capitolhillseattle.com seattlesubsonic.com seattlest.com

PNW Mommy Blogs: evergreenmoms.com seattlemomblogs.com frugallivingnw.com

Portland Blogs: pdxpipeline.com ourpdx.com portland.daveknows.org aroundthesunblog.com

Newspapers: Oregonian The Seattle Times The Spokesman-Review

Local Magazines: Portland Monthly Seattle Metropolitian Spokane Couer d’Alene Living

Alternative newspapers: seattleweekly.com thestranger.com

Spokane Blogs: spocool.com inlander.com/spokane drinknectar.com

O N L I N E P R E S E N C E

Currently, all Tillamook products are branded online under “Tillamook Cheese.” In order for Tillamook Ice Cream to be further endorsed and celebrated, a separate online presence will be created.

while promoting the Tour de Yum. Website updates will optimized the site to ensure ice cream product information is easily accessible.

T W I T T E R

The @TillamookIC handle will be the center of all Tillamook Ice Cream news, photos, and conversations. The account will follow the Tour de Yum and provide real-time tweet responses for ice cream fans.

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F A C E B O O K

The Tillamook Ice Cream page will be a forum for the Tour de Yum and ice cream information, photos, and conversations. Facebook ads will also be utilized to promote this content.

M I C R O S I T E

The microsite will be the hub for all Ice Cream activity online. Links to the social media sites, fan page and main Tillamook website will be here, integrating them all in a single location. A Twitter feed will give real-time results for all Tillamook Ice Cream tweets.

The Tour de Yum schedule will be easily accessed here, and a running photo album will allow fans to post their pictures from the Tour. A “Your Perfect Flavor” quiz will be available for fans to determine

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W E B S I T E

For search engine optimization purposes, we will redirect the tillamookcheese.com domain to Tillamook.com.

To establish ice cream as a prominent product of the Tillamook brand, we are modifying the homepage to better showcase the entire family of Tillamook products. We’ve created a drop down menu for the Product tab on the home page. This will allow for easier navigation of the products, and a more direct route to the Ice Cream page.

The current homepage is monopolized by the single call to action of learning Tillamook’s story. To capitalize on the user’s attention, we’ve created rotating content in this spot. Without having to refresh, the section will rotate through call to actions for the Tillamook story, Ice Cream, and Cheese to make the most of this important section and widen the user’s perspective of the brand.

To integrate the Tour de Yum, we will add a link to the microsite.

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ICE CREAMSticky BunHere at Tillamook, we know how great the classics are. Heck, we made the classics! But there’s nothing like taking a great thing and making it better. That’s why we’ve taken those delicious Sticky Buns everyone loves, and put them into our ice cream. Their sweet flavor has never tasted so good. So go ahead and grab some Sticky Bun Ice Cream, fresh out of the freezer. That’s Delicious Local Love, and that’s Tillamook Ice Cream.

INGREDIENTS: Nonfat Milk, Cream, Sugar, Corn Syrup, Cheesecake Base (corn syrup, water, high fructose corn syrup, buttermilk solids, natural and artificial flavors, salt, potas-sium sorbate [preservative]), Strawberry Ribbon (strawberries, sugar, natural and artifi-cial strawberry flavor, vegetable stabilizer, citric acid), Contains less than 2% of the following: Microcrystalline Cellulose, Cellulose Gum, Mono- and Diglycerides, Polysorbate 80, Car-rageenan.

ALLERGEN INFORMATION: This prod-uct contains milk products. It is made with equipment that also makes products containing soy products, wheat, peanuts, eggs and tree nuts.

F L A V O R P A G E

Delicious Local Love campaign. Facebook Open Graph technology will integrate the website with Tillamook’s social media. Users can “like”website, creating interactions that will be pushed to Facebook. The most

P A Y P E R C L I C K

To formulate our PPC strategy, we examined the technographic and behaviorgraphic qualities of our consumer. Targeted keywords on Google Ad Planner helped us create a comprehensive PPC campaign that will reach these consumers while they use the internet as a tool to connect, research, create and observe.

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H U L U

As opposed to traditional television, Hulu offers direct target advertisement opportunities. Hulu ads will eliminate competition for the user’s attention, as it will be the only commercial seen throughout the episode.

It also zeroes in directly on our target market. Every person from our consumer demographic who is on Hulu will see Tillamook advertisements, making every dollar spent here 100% effective. Also, Hulu offers research-based advertisements, so Tillamook can gain research on for their Ice Cream product and never stop learning about the audience they’re striving to reach.

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R A D I O

Radio is a strong method for reaching out to our target audience. It is here that our

mother will be able to tie together other experiences of Delicious Local Love,

and now associate it with her local station, as well. This increases the sense of a “local”

brand, especially when mentioned through radio personality endorsement, and also

can intercept her as she is reaching the grocery store and the Point of Purchase.

P O I N T O F P U R C H A S E

This is Tillamook Ice Cream’s last opportunity to stand out from its competitors and

reach the consumer. The current ice cream seal presents an affordable way to increase

the appeal of the packaging. The seal redesign will remind the consumer of the

Delicious Local Love Campaign message.

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M E D I A P L A N

MediumPrint Portland Monthly Seattle Met Spokane CDA

Radio Portland Seattle Spokane

Hulu Targeted Demographics

Social Media Twitter Facebook Microsite

Tour de Yum Events Social Media Earned Media

March

Back CoverBack CoverBack Cover

RunRunRun

Run

LaunchLaunchLaunch

RunLaunchRun

April

Back CoverBack CoverBack Cover

RunRunRun

Run

Build Fan BaseBuild Fan BaseBuild Fan Base

RunBuild Fan BaseRun

May

Back CoverBack CoverBack Cover

RunRunRun

Run

MaintainMaintainMaintain

RunMaintainRun

B U D G E T

Tour de Yum Employee cost $25,750 Bikes $50,000 Run Cost $162,250 Total $238,000

Print Design Cost $20,000 Portland Monthly $27,315 Seattle Met $33,675 Spokane CDC 17,985 Total $98,975

Radio Seattle $102,000 Portland $97,500 Spokane $60,000 Total $259,500

Online Presence Social Media Design & Set up $20,000 Maintenance $15,000 Website Updates Implementations $8,000 Pay Per Click Design $15,000 Run Cost $27,000 Microsite $25,000 Hulu $425,000 Total $535,000

Public Relations $25,000

Point of Purchase Seal $20,000 TOTAL $1,176,475

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T H A N K Y O U

We would like to thank you for the time you’ve spent imagining the world of Delicious Local Love. We hope you’ve enjoyed listening to our ideas as much as we’ve enjoyed making them a reality.

Thank you to the Portland Advertising Federation and all of the participating agencies. Your time, support, and advice has helped us create a campaign that we can take pride in.

Thank you and remember- Use Knack, because we certainly use ours.

Sincerely,Knack