Principles of Advertising James Madison University

Advertising Campaign Book

Produced by:

Rebecca Agee Shelby Ballou Brian Delaporte Alexis Groves Heather McNelis

Sweet Bee Premium Frozen Yogurt

Advertising Campaign
Rebecca Agee Shelby Ballou Brian Delaporte Alexis Groves Heather McNelis
Principles of Advertising SMAD 256 Dr. John Guiniven Sweet Bee Frozen Yogurt Copyright 2011 All Rights Reserved

For Those Who Want It All

Sweet Bee Advertising Campaign For Those Who Want It All

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Table of Contents
Content
Table of Contents Executive Summary Creative Brief Situational Analysis Problems and Opportunities Goals and Objectives Competitor Analysis Markets, Segments, and Publics Strategies Tactic Implementation Evaluation Budget 4 5 6 8 10 11 12 14 15 19 20 21 gg

Introduction
There are three phases to our 2011 Sweet Bee Frozen Yogurt Campaign. 1. Increase awareness of the Sweet Bee Frozen Yogurt brand by 60 percent within two months. Simultaneously increase awareness of the health benefits of our product in both men and women by 50 percent within two months. 2. Increase the positive perception that Sweet Bee Frozen Yogurt tastes just as good as ice cream by 40 percent within six months. Simultaneously increase desire for Sweet Bee Frozen Yogurt over other brands/competitors by 40 percent within six months. 3. Increase sales of Sweet Bee products by 35 percent within ten months. Increase sales of Sweet Bee products by repeat customers by 25 percent within ten months. This campaign is geared toward promoting Sweet Bee Frozen Yogurt to local Harrisonburg communities by stressing the health benefits of frozen yogurt in comparison to ice cream. Before the grand opening of Sweet Bee Frozen Yogurt, locals of the city of Harrisonburg, VA were strictly limited to ice cream at Cold Stone Creamery, Klines Dairy Bar, and Brusters. With the emergence of Sweet Bee as the first frozen yogurt bar in Harrisonburg, the goal of our campaign is to show our target audience that frozen yogurt tastes just as satisfying as ice cream and also contains several health benefits that ice cream does not. Ultimately, Sweet Bee Frozen Yogurt is the healthiest and best tasting choice possible, and we want Sweet Bees customers to believe this and act upon that belief.

Appendices

Appendix A: Bus Advertisements Appendix B: Droid/iPhone Application Appendix C: Newspaper Advertisements Appendix D: Flyer Appendix E: Coupons Appendix F: Punch Cards

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Sweet Bee Advertising Campaign

For Those Who Want It All

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Creative Brief
Dear Sweet Bee Creative Team, In the Spring of 2012, Sweet Bee Frozen Yogurt will be launching its campaign Taste of Cream, Health of Yogurt, For Those Who Want it All in Harrisonburg, Virginia. Within this campaign, we will be stressing the health benefits of frozen yogurt while simultaneously emphasizing the fact that our health conscious frozen yogurt is a treat to the taste buds. Dessert and healthy arent usually words associated with one another, but associating these words is what Sweet Bee Frozen Yogurt is aiming to do. Sweet Bee Frozen Yogurt is a brand new self-serve frozen yogurt bar nestled in the quaint college town that surrounds James Madison University. With only one location on Reservoir Street, directly across from the East side of James Madison Universitys college campus, Sweet Bees campaign will target health-conscious high school and college students ages 16-25. This will encompass Harrisonburg High Schools population as well as the college populations of James Madison University, Blue Ridge Community College, Eastern Mennonite University, and Bridgewater College. Our main goals for this campaign is to closely align each tactic with consumer motivations and company values. We will use a variety of specified tactics to create an effective campaign that reaches our target audience, center our campaign on increasing community knowledge of frozen yogurt health benefits versus ice cream, and prominently distinguish Sweet Bee Frozen Yogurt from neighboring competitors as the premium frozen yogurt of Harrisonburg, Virginia. To reach members of our audience, we will use an extensive combination of traditional and media tactics. In regards to traditional tactics, we will run advertising and coupons in Harrionburgs local newspaper The Daily News Record as well as the student-run newspapers at JMU, Bridgewater College, and Eastern Mennonite University; these newspapers are The Breeze, Veritas, and The Weather Vane. Further, we will strategically place advertisements on both the insides and outside of Harrisonburg buses and will run advertisements on local television channels as well as in Harrisonburg High Schools daily news announcements. We will also use a variety of social media (Twitter, Facebook, Four Square, iPhone app, etc.) to advertise Sweet Bee Frozen Yogurt and converse with Sweet Bee customers. Our advertising design and style will focus on the opportunity for health-conscious students with a sweet tooth to indulge in a treat without feeling guilty about their consumption later. We will create advertisements that accentuate how living a healthy lifestyle does not necessarily mean giving up desserts, specifically Sweet Bee Frozen Yogurt. We will incorporate various slogans that end with, For Those Who Want it All with the Sweet Bee logo clearly displayed against a backdrop of succulent frozen yogurt pictures as well as the various toppings available. Ultimately, the Taste of Cream, Health of Yogurt: For Those Who Want it All campaign proudly emphasizes the fact that one can indulge while staying healthy. Gone are the days when living a healthy lifestyle or dieting involved strict guidelines that strayed further away from desserts and sweet delicacies. With the outstanding health benefits of Sweet Bee Frozen Yogurt, indulging is no longer a guilty pleasure but rather the standard of healthy living. Sincerely, Sweet Bee Advertising

Sweet Bee Advertising Campaign

For Those Who Want It All

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Situational Analysis
Currently, Sweet Bee Frozen Yogurt occupies a single location on Reservoir Street in Harrisonburg, Virginia. Just having opened in July 2011, Sweet Bee is still in the process of establishing itself as a reputable and trustworthy business within local Harrisonburg communities. In the midst of this establishment, Sweet Bee has found itself in close proximity with several competitors. These competitors include Cold Stone Creamery, Klines Dairy Bar, and Brusters Real Ice Cream. We will go into more depth about these businesses on the Competitors page, but noteworthy is the fact that Sweet Bee Frozen Yogurt is the only frozen yogurt bar in Harrisonburg, Virginia. This puts the company in a great position to advertise the health benefits of their frozen yogurt to a more health-conscious high school and college aged population. Sweet Bee is also at a slight disadvantage, however, because it can be assumed that the local Harrisonburg population has become accustomed to eating ice cream, and not frozen yogurt. Frozen yogurt is a fairly foreign concept in the area, and our campaign must seamlessly intertwine the health benefits of frozen yogurt while advertising the extreme similarities of frozen yogurt to ice cream. Thats why Taste of Cream, Health of Yogurt: For Those Who Want it All is a perfect slogan for this campaign.

Sweet Bee Advertising Campaign

For Those Who Want It All

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Problems & Opportunities

Problems
Sweet Bee is faced with the challenge of establishing itself as a reputable local business while raising awareness of the health benefits of frozen yogurt. Brand loyalty to other dessert shops in the area will cause Sweet Bee to need to differentiate from the other shops, and is doing so by advertising the benefits of eating yogurt over ice cream. Advertising geared toward non-health conscious publics will focus on the large selection of yogurt flavors and toppings available to choose from. Sweet Bee must distinguish itself from close-in-proximity competitors while obtaining its own newly established loyal customer base. By focusing on coupons, punch cards, and mobile phone applications, Sweet Bee will reach the budget-conscious, tech-savvy 16-25 year old population. Name recognition and awareness are always problems for newly established businesses. Sweet Bee is competing against franchises with a much larger marketing budget and reach. Although Sweet Bee will not dominate any one medium with advertising, it will have the most presence on James Madison Universitys campus through Sweet Bee on the Commons Day, advertisements in The Breeze, and HDPT bus advertisements.

Opportunities
Sweet Bee is a breath of fresh air in Harrisonburg, Virginia. Being the only dessert shop that is entirely dedicated to frozen yogurt will allow for Sweet Bee to gain the health-conscious customer base that usually avoids ice cream. Being original and unique will create curiosity in the public and therefore raised awareness of the business. James Madison University has a high population of women, approximately 62 percent, who tend to be more health conscious than men. This is particularly ideal in an environment notorious for encouraging the freshman 15, which means Sweet Bees distinction and edge is particularly appealing to a large segment of the population. Sweet Bee has the advantage of being certified with health guarantees that are backed by the National Yogurt Association. This adds both credibility and originality to the brand. Sweet Bee is the only dessert shop that currently accepts FLEX. FLEX is a monetary account through the JMU student identification cards that can be used for purchases on and off campus. Accepting FLEX adds another way for JMU students to enjoy Sweet Bee.

Sweet Bee Advertising Campaign

For Those Who Want It All

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Goals & Objectives

Goals
The main goal of this campaign is to increase the awareness among the Harrisonburg community of the of health of frozen yogurt over similar alternatives. Additionally, the advertising goal is to raise awareness of the Sweet Bee brand (a new company in the community) as it distinguishes itself from other dessert locations. To implement an effective campaign that reaches our target audience by using a variety of specified tactics To increase Sweet Bee name recall by effectively pursuing potential customers To center all aspects of our campaign around the health and fitness concerns within the community To increase knowledge of health benefits of Sweet Bee Frozen Yogurt over ice cream in Harrisonburg communities To distinguish Sweet Bee from neighboring competitors as the premium frozen dessert To encourage repeat business by creating and maintaining a positive perception from loyal customers within the community

Objectives
Awareness Phase To increase awareness of our brand by 60 percent in the Harrisonburg population within two months. To increase awareness of the health benefits of our product in our target audience by 50 percent within two months. Attitudinal Phase To create a positive perception that Sweet Bee Frozen Yogurt is just as good as soft ice cream by 40 percent market within six months. To increase desire for Sweet Bee Frozen Yogurt over other brands/competitors by 40 percent within six months. Behavioral Phase To increase sales of Sweet Bee products by 35 percent within ten months. To increase sales of Sweet Bee products by repeat customers by 25 percent within ten months.

Sweet Bee Advertising Campaign

For Those Who Want It All

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Competitor Analysis
Three main threats were detected in the immediate Harrisonburg area including Cold Stone Creamery, Klines, and Brusters. These three locations all have unique competitive edges from which Sweet Bee must distinguish itself. The threats of these locations have been outlined below. Cold Stone Threats Cold Stone Creamery has both national and international name recognition. With locations in 17 different countries, Cold Stone continues to expand and its popularity is constantly on the rise. Only eight years after opening, Cold Stone served its one-millionth ice cream cone, which reflects its successful work ethic. With 20 years of ice cream making under its belt, Cold Stone is becoming one of the most well known ice cream venues in the U.S. and poses as a threat to Sweet bee. In Harrisonburg, Cold Stones competition is predominant in a few different areas. Other than having name recognition on their side, Cold Stone identifies its ice cream as Super Premium, while Sweet bee frozen yogurt has Premium Frozen Yogurt. In addition, Cold Stone crew members are known for singing after receiving tips, while Sweet bee does not currently have singing as part of their customer-employee interaction. Last, Cold Stone is located directly across the street from Wal-Mart, which is easily visible to the public eye from afar, while Sweet Bee is located around the corner and not visible to the convenient store shoppers. Klines Threats Klines Dairy Bar is one of the Must Visit places while in Harrisonburg. Its combination of being family owned and making their custard fresh daily makes it a profound competitor to Sweet Bees Frozen Yogurt. With almost 70 years in business, Klines promotes its high quality ingredients and old fashion ice cream making technique as a reason to stop by to one of its two locations downtown. In addition, Klines is known for its Flavor Forecast. Klines posts a flavor of the week with dates showing how long this flavor is available. Every four months a new Flavor Forecast is made available on the Klines website, for customers to try something new each week. The Flavor Forecast not only increases customer loyalty but also attracts new customers who have never tried these flavors.

Brusters Threats Brusters is a nationwide known ice cream franchise that began in 1989. Some of its popularity is due to the fact that Brusters makes its own ice cream, cakes and cones that are sold on location in their stores. As many may not know, Brusters has ice cream for dogs. Dog owners do not have to feel guilty about leaving the house to go out for a treat because they can bring their dogs along for one too.

Sweet Bee Advertising Campaign

For Those Who Want It All

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Markets, Segments & Publics

Sweet Bees Taste of Cream, Health of Yogurt, For Those Who Want It All Campaign will target a demographic of health conscious 16-25 year old men and women. This target audience will range from high school students who can drive, all the way up to undergraduate and graduate college-age students. We have split our target audience of consumers into two primary publics: latent and aware. Our latent public consists of 80 percent of the target market, which has either never heard of Sweet Bee Frozen Yogurt or knows of Sweet Bee but has never tried the product. Our active public seemingly consists of 20 percent of the market. Twenty percent of our target audience has either heard about Sweet Bee and tried it, or know about Sweet Bee, like it, and have become returning customers. By working through these two primary markets, we believe we will effectively reach out to those who are unfamiliar with frozen yogurt and the health benefits that come along with it. We will also reach out to those who are familiar with Sweet Bee and its health benefits and keep this active public coming back for more. In addition, we have further segmented our two primary publics into two narrower sections: health conscious consumers and non-health conscious consumers. Health conscious consumers are those who are either concerned about their own personal weight gain from eating our product or those who are interested in gaining a higher level of health satisfaction overall. Non-health conscious consumers are those who are either unaware of the health risks from eating ice cream as opposed to frozen yogurt, or those who are simply unconcerned with their health and do not see the point in switching over from ice cream to a new beneficiary treat like frozen yogurt. We believe that by segmenting our target audience of 16-25 year-old men and women either high school or college-aged into primarily latent and aware publics, that we will be able to achieve the most out of our marketing and advertising scheme. By additionally segmenting our market even further to appeal to both health and non-health conscious consumers, we feel that we can get the most out of our goals and objectives and ultimately achieve what we envision for Sweet Bee and the future of frozen yogurt.

Sweet Bee Advertising Campaign

For Those Who Want It All

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Strategies
Our strategies are broken up in the same way as our objectives for the Sweet Bee advertising campaign, in three phases: awareness, attitudinal, and behavioral. These phases are strategically planned according to the seasons in which they will be implemented as frozen desserts tend to be more popular in the warmer months. Some tactics are implemented in more than one or all of the phases in order to provide a sense of continuity for our target audience. Awareness Phase: February to March The awareness phase calls for a variety of tactics that will help Harrisonburg residents recognize Sweet Bee as a brand of frozen yogurt. This will further allow them to identify and understand the specific health differences between ice cream and frozen yogurt that affirm the latter as the better choice. In the awareness phase, the following tactics will be implemented and utilized: HDPT Bus Advertisements Since research suggests that captive audiences will pay attention to an advertisement when there is nothing better to do (such as when they are standing in the elevator), we decided to put Sweet Bee advertisements both in and on the buses. This way both JMU students and Harrisonburg residents, riders and non-riders, will be exposed to the advertisements. The advertisements on the side of the buses will introduce the public to the slogan, For those who want it all. Newspaper Advertisements An attractive quarter-page advertisement will be placed in The Breeze, Veritas, The Weather Vane, and The Daily News Record. It will display the brands slogan as well as a delicious looking frozen yogurt, happy looking customers, and witty or fun-to-read copy. The advertisement itself will change weekly. Social Media Implementation As our target market becomes more aware of our brand there is an increased chance that potential customers will start to look for us on social networking sites such as Facebook and Twitter. We will need to have a presence on these sites and a social media strategy to go with it. Though Sweet Bee already has a Facebook, the site could benefit from increased customer interaction. A Twitter account must be established for the company. It too will try to excite and engage customers by interacting with them. Public Television Commercials In order to increase awareness in the general Harrisonburg community, Sweet Bee will air short commercials on local television channels. These commercials will focus on the campaign slogan, Taste of Cream, Health of Yogurt: For Those Who Want it All, integrating various themes that are conveyed in the designs displayed in the appendices. By emphasizing the health benefits of Sweet Bee Frozen Yogurt and relevant interests of our target audience such as study breaks and date nights, Sweet Bee will effectively stress a consistent message of simultaneous health and indulgence. These television commercials will reach a large portion of our target audience, as high school and college students spend approximately three hours watching television each day.

Sweet Bee Advertising Campaign

For Those Who Want It All

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(continued)

Strategies
Attitudinal Phase: April to July The attitudinal phase builds upon the awareness phase as the bus advertisements and the periodic fundraisers continue, but the campaign itself grows more complex as the objectives shift. The objectives in this phase involve increasing the perception of Sweet Bee Frozen Yogurt as better than competitors ice cream in that it tastes just as great but boasts additional benefits. Ultimately, wed like to increase a desire among the target market for Sweet Bee, and hope to make these changes with three additional defined tactics. JMU / Harrisonburg High School Fundraiser In order to increase awareness of the Sweet Bee brand in the smaller segment of our target market, Sweet Bee will designate specific dates in which 10 percent of the proceeds from high school students sponsor Harrisonburg High School clubs and activities. Sweet Bee will give similar offers to different sports teams and clubs throughout the year to keep enthusiasm in even smaller segments alive. Also, within this tactic, Sweet Bee will sponsor announcements twice a week on the daily Harrisonburg High School news to inform students of fundraisers happening throughout the month, current flavors and discounts. Sweet Bee on the Commons Day James Madison University students are the main target for this campaign. As such, Sweet Bee is willing to make the biggest investment on raising awareness within this segment. Sweet Bee on the Commons Day will be a one-day investment where Sweet Bees original frozen yogurt flavor will be brought to the most central part of campusthe Commonsin order for students to try it. The entire spread of available toppings will be paired with the frozen yogurt display. Students will be encouraged to try a free 2 oz frozen yogurt with toppings they put on themselves, the same way it is purchased in the store. Flyers given out during the event will list interesting facts about the health benefits of frozen yogurt. This promotion is meant to generate excitement about Sweet Bee and send the message to students that Sweet Bee is a fun, healthy brand with delicious products. Droid / iPhone Application To once again generate excitement about the brand, a Smartphone application will be created that will be compatible with both Droid and iPhone. This free application will allow a user to input the flavor of frozen yogurt they want and their specific toppings. The output of the app will be a calorie count based on the customers preferred yogurt.

Sweet Bee Advertising Campaign

For Those Who Want It All

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Strategies
Behavioral Phase: August to November The bus advertisements and the periodic fundraisers will continue into the behavioral phase, and the advertising, Smartphone application, and social media advertising maintained. The campaign in itself, however, will grow more complex as the objective shifts from consumer attitude to consumer action. Coupons Sweet Bee will begin to issue coupons in The Breeze and in-store. These coupons will serve two purposes: to remind customers of Sweet Bee and to bring them into the store. Improved Punch Cards Sweet Bee currently gives punch cards to customers to increase repeat action. The deal on the punch cards is an 8 oz. free frozen yogurt with 10 punches. This is a good tactic, though there is a lot of wasted space on the back of the card. In order to solve this problem, the new Sweet Bee campaign will encourage customer visits by reminding them of the taste and health benefits of yogurt on the back of the card. The copy will be typographically attractive so that customers who carry this card around with them in their wallets will have a constant reminder about why they need to return to Sweet Bee.

Flow Chart

Tactics

Droid / iPhone Application

Sweet Bee Advertising Campaign

For Those Who Want It All

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Evaluation
In order to track our advertising campaign progress, we will evaluate each of our applied tactics for our target market of 16-25 year old men and women. As previously mentioned, we have segmented our marketing strategies into three phases: awareness, attitudinal, and behavioral. For our tactics in relation to the awareness phase, we will evaluate the success of our Harrisonburg Department of Public Transportation advertisements, The Breeze advertisements, social media implementation, and public television commercials. For our HDPT advertisements, we will use a quadratics survey in order to determine whether or not our bus advertisements have increased awareness among the demographic we are targeting. For The Breeze advertisements, we will evaluate their effectiveness by campus word of mouth. If people are starting to take notice of our new ads, conversation will hopefully stir via social media or face to face communication. If we do not see this happening within the first month, we will survey JMU students and faculty via email to determine if the greater majority have or have not seen the ads. In terms of social media implementation we will use both Facebook and Twitter. Our Facebook and Twitter pages will be monitored daily, and by documenting the number of clicks and likes on the each page, we will see how much traffic the pages are producing. Finally, we will evaluate our public television commercials by checking the overall ratings for the stations in which we broadcast our thirty second slots. We will also have an in-store survey to see how many of our current customers have viewed our commercials. For our tactics concerning the attitudinal phase, we will assess the progress of our JMU and Harrisonburg High School Fundraiser, Sweet Bee on the Commons Day, and our Droid/iPhone Application. The purpose of our Harrisonburg High School fundraiser is to appeal to the younger end of our target market (16 to 18 year-olds). In order to evaluate the success of this event we will advertise through the morning announcements, then count how many HHS students show up to the announced school fundraisers. We anticipate a favorable response from the high school community itself. We will assess Sweet Bee on the Commons Day by surveying the number of people (students/faculty/anyone walking on the Commons) who taste-test a 2 oz cup of frozen yogurt with additional toppings. Collecting this data will allow us to know just how interested or uninterested the JMU campus is in our product. Finally, by counting how many people download our Droid/iPhone app, we will be able to know if it is an effective tactic. The more downloads, the greater the tactics effectiveness. Lastly, for our tactics pertaining to the behavioral phase, we will measure the success of our coupons and newly improved punch cards. Our coupons will give customers 10 cents per ounce off of a single frozen yogurt purchase. Documenting how many customers pay for their Frozen Yogurt with a coupon will ultimately determine the success of their circulation. For our newly improved punch cards, we will ask customers in house to submit a simple ballot either checking Yes, I like the new punch cards or No, I do not. This will give our campaign immediate feedback on this particular tactic. The Sweet Bee 2012 advertising campaigns evaluation process hopes to get significant feedback on which of our tactics are working effectively and which of those need improvement or to be modified.

Sweet Bee Advertising Campaign

For Those Who Want It All

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Budget
Phase One: Awareness Bus Inside
Bus Outside Newspaper Social Media Public Television $1,750 $1,400 $4,000 $1,400 $10,000 $250 $600 $1,000 $100 $50 $6,500

Phase Two: Attitudinal High School Announcements

Sweet Bee on the Commons Day Droid/iPhone Application

Phase Three: Behavioral Coupons

Punch Cards

Sweet Bee Creative Team

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Sweet Bee Advertising Campaign

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Appendix A

Bus Advertisements
Outside Inside

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Appendix B

Droid/iPhone App

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Appendix C

Newspaper Ad #1
A.

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Appendix C (continued)

Newspaper Ad #2
B.

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Flyer for On the Commons Day

Appendix D

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Appendix E

Coupons

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Front

New Punch Cards

Appendix F

Back

For Those Who Want It All!

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Health of Yogurt

Taste of Cream,

Copyright 2011
All Rights Reserved