A BUNCH OF HEALTHY CHOICES An integrated online marketing campaign A BUNCH OF HEALTHY CHOICES An integrated online marketing campaign PRESENTED BY ELIZABETH LAUREN ZAVALA
A Bunch of Healthy Choices: An integrated online marketing campaign created and presented by Elizabeth Zavala for the New Media Drivers License course at Michigan State University.
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1. A BUNCH OF HEALTHY CHOICES An integrated online marketing
campaign PRESENTED BY ELIZABETH LAUREN ZAVALA
2. ABOUT CHIQUITA
Founded in 1944
Bananas are worlds best-selling fruit
Chiquita was the first branded banana and the first to be
marketed in the U.S.
An interesting company, as advertising focuses on product
awareness instead of brand awareness
Campaign goal: to spread the word about how bananas fit into
healthy lifestyles while remaining relatable and contemporary
Image courtesy of jimmy.thewhatwhat.com 3. THEME
According to chiquitabananas.com, bananas are naturally sweet
and creamy, low in calories, high in fiber, fat free and full of
satisfying, appetite-curbing flavor.
A bunch of healthy choices.
A comprehensive online marketing campaign that focuses on the
naturally healthy benefits of bananas.
Campaign will target Web-savvy, family decision makers like
mothers and young adults
4. FACEBOOK
Chiquita already has a fan page with 16,336 fans
But needs more interactivity and involvement with fans
Fan-submitted recipe contests
A photo album recipe book
Bananas in the News section with links to recent articles
regarding the health benefits of bananas and fruit in general (like
the March 2010 articleBananas Could Be Key in Treating HIV )
Utilize keyword targeting Facebook ads to reach
health-conscious individuals (i.e., working out, P90x, fruit, going
to the gym, etc.)
Could direct to Facebook page or blog.
5. PUBLIC RELATIONS
Utilize Facebook to create a good-humored national event like
Give a Stranger a Banana Day
Partner with a fitness brand to create Chiquita branded free
weights or athletic wear.
A percent of proceeds could go towards athletic/health programs
in low-income schools
Could promote with Facebook Ads (see previous slide) and by
sending electronic press kits through thethousandsof diet/health
blogs in the blogosphere
6. SEO & KEYWORDS
Focus on selecting keywords relevant to the campaign for use in
search engine advertisements
Keywords will extend past "banana" and "fruit" to "healthy food
choices, weight loss foods, and diet menu
Ad Planner shows that84%of visitors to chiquitabananas.com are
female, so shape keywords likewise i.e., diet foods for women.
Image courtesy of tvacres.com 7. BLOG
The center of the A Bunch of Healthy Choices campaign
Named after the campaign itself, the blog will be updated
weekly with healthy photo recipes, facts, etc.--all that relate to
bananas
Big emphasis on great food photography and recipes that anyone
can make
The copywriter will make or break the blog
Participate in active blog promotion like using rolls,
end-of-the-week wrap ups and blogger outreach
Tie into Facebook by trying and publishing Facebook recipe
contest winners
8. BLOG - CONT.
Examples of other popular food photography blogs
www.foodgawker.com
www.rasamalaysia.com
9. METRICS/COMMERCE
Measure success by CPM for keyword effectiveness and bi-weekly
percentage increases in Facebook fans and blog
followers/traffic
With the Healthy Choices blog as the apex of this campaign,
allocate budget accordingly for excellent SEO and stunning Web
design/photography
Seasonal peak? YES!
Google Insights reveals huge spikes in health-related keywords
from the end of December to mid- January
Buy keywords during peak seasons to maximize audience
reception
10. CONCLUSION
A Bunch of Healthy Choiceswill consist of the following
components
An interactive Facebook fan page
Health-related PR programs
SEO keywords relating to an active lifestyle
A photo-intense, healthy recipe blog dedicated to bananas