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“Old World Taste, New World Health Benefits”
Agenda● About the Agency ● Situation Analysis ● Competitor Analysis ● SWOT Analysis ● Research ● Objectives ● Strategies ● Tactics ● Time Table ● Budget ● Evaluation
About the Agency
● Lifestyle PR● Health-oriented
brands● Unique
products in a modern market
Situation Analysis
● Healthy, probiotic yogurt
● Made from grass-fed cows
● Gluten-free, good for lactose intolerant people
● All-natural
Yogurt Industry TodayImportant Factors when buying yogurt: ● Low price● Health benefits ● Flavor● Locally made/ organic yogurt
Popular Yogurts:● Greek yogurt● Low-fat/ “fit” yogurt
Competitor Analysis
SWOT Analysis
Opportunities● Speciality yogurt is popular right now ● Appeal for health conscious consumers● Authenticity of brand identity ● Expanding in the United States
Strengths ● Unique story behind yogurt brand ● Many health benefits ● Traditional and simple ● Can be used in many different recipes
Weaknesses● Lack of Awareness ● Weak social media presence ● Currently no press kit provided
Threats ● Many other yogurts have similar health
benefits ● Popularity of competitors ● Expensive price point (not mass produced)
Research
Objectives
1. Increase Brand awareness of Trimona Yogurt
2. Create stronger brand image 3. Increase social media activity 4. Increase sales by 10% within the year
Target Audience
Dr. Manning Rosa Kate
Strategies
1. Motivate new customers to try Trimona 2. Use all social media platforms to create
more followers and likes on respective sites
3. Increase awareness and demand for Trimona throughout the local area
4. Create cohesive brand image
TacticsTactic 1: Social Media/ Website Improvements Tactic 2: Local EventsTactic 3: Partnership with cooking classes/schools Tactic 4: Distributing Promotional Materials Tactic 5: Reaching out to Opinion Leaders Tactic 6: Brand Ambassadors
Tactic 1: Social Media
1. Strengthen Facebook photos/posts
2. Expand Twitter activity
3. Update website
4. Create Pinterest boards
● Logo as profile picture
● Periodically update cover
photo
● Simplify “About” section
Updated PhotosMore Brand Identity
Uploaded AlbumsUpdated About Section
● Utilize hashtags○ #eatclean, #healthy, #yum, #postworkout, ○ #tbt, and #glutenfree
● Increase interactions with other users○ Tweet at people, Tweet at least 3 times a week
http://www.pinterest.com/trimonay/
Website
http://haleycavanna.wix.com/trimona
Tactic 2: Local Events
● Harvest festivals○ Autumn○ Summer
● Selling yogurt cups with toppings bar
Tactic 3: Partnerships
● Team up with local cooking classes/schools
● Paul Smith College, BOCES
Tactic 4: Distributing Promotional Materials
● T-shirts ● Bumper Stickers ● Spoons Sweepstakes ● Recipe Pamphlets ● Brochures ● Press Kit
T-Shirts & Bumper Stickers
Recipe Pamphlets & Brochures
Spoons Sweepstakes ● Spoons will be
distributed with Trimona’s website written on them and “enter to win”
● Will create buzz and web traffic
Press Kit
Tactic 5: Opinion Leaders
Nutritionist:Mary Lippet“Best Nutritionist” by NY Citysearch for past 5 years
*Could also look for pediatricians
Tactic 5: Opinion Leaders
● Talk shows and food networks
● Martha Stewart ● Other talk shows: Dr. Oz, Rachel Ray
Tactic 5: Opinion Leaders
Local Newspapers:
Ithaca Times, NJ Monthly, NJ Lifestyle, NY Health and Life, Well + Good
Tactic 6: Brand Ambassadors● Start at IC, expand to other
schools
● Similar to an internship
● Social media contest
● Partner with IC health organizations
● Host on-campus events
Timetable
Budget
Evaluation
● Measure social media traffic● More brand awareness in local communities ● Increase in sales
Thank you!
