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The Fruit Palette Plans Book Springboard Advertising Scott Gilbert Matt Whiteley April 21st, 2011 1

Scott gilbertaccountplanningfruitpalette

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The Fruit Palette!Plans Book

Springboard Advertising

Scott Gilbert

Matt Whiteley

April 21st, 2011

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Table of Contents

Advertising Problem.......................................................................................................03

Research (Quantitative).............................................................................................04-05

Research (Qualitative)...............................................................................................06-08

Target...........................................................................................................................09

Brand Destination..........................................................................................................10

Creative Work Plan.....................................................................................................11-12

Creative Campaign Ideas

! Traditional.....................................................................................................13-14

! Non- Traditional.................................................................................................15

! Owned...............................................................................................................16

! Earned...............................................................................................................17

Pre-Testing Research......................................................................................................18

Final Thoughts...............................................................................................................19

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Advertising Challenge

Challenge

The Fruit Palette needs to find a way to increase visibility and find a unique way to

brand themselves.

Objectives for Research

•To identify a target market•To gain insight into consumer’s attitude and awareness of the Fruit Palette•To understand the current consumer usage of the Fruit Palette

Methods of Research

•Quantitative: Survey

•Qualitative: Mind Mapping, Word Association, and Sentence Completion

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Research (Quantitative)After surveying over 200 respondents, we found some interesting things about the attitude,

awareness, and usage of the Fruit Palette.

•This shows the vast majority of people in Rice Village are unaware of the Fruit Palette

•From those surveyed, we found that over 75% of respondents were either in or had completed

some form of college.

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•We also found that of those surveyed, over 80% of respondents were between the ages of 18-44

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Research (Qualitative)Following our quantitative surveying, we followed this up with 150 quantitative research

impressions. We used a variety of methods.

Mind Mapping

Diagrams used to represent words, ideas, tasks, or other items linked to a central key word or idea. Mind maps are used to generate, visualize, and structure ideas.

Through this technique we found that the general consensus is very positive. Of those who have

heard of the Fruit Palette, they consider the atmosphere to be relaxing, enjoyable, and happy.

They also see the Fruit Palette’s offerings as delicious and healthy. We found that customers link

the experience to the fruit itself and see the Fruit Palette as a unique, fun experience.

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Word Association

•By giving customers a bank of words and asking them to circle the ones they feel strongly

represent the Fruit Palette, we found how customers classify the Fruit Palette.

By analyzing this data, we found that customers associated the Fruit Palette with being a unique,

fun place to visit. They enjoy the atmosphere just as much as the food. They value individuality,

and tend to reject the traditional, complicated, and uptight.

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Most Common: -  Trendy -  Unique -  Fun -  Cool -  Original

Least Common: -  All-American -  Sophisticated -  Ageless -  Technical -  Surprising

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Sentence Completion

We asked customers to finish these sentences:

= The Fruit Palette is for people that __________ .

- If you shop at the Fruit Palette, you are ____________.

- If I told them I ate at the Fruit Palette, my friends and family would say _____________.

- When I eat at the Fruit Palette, I feel __________.

From the answers, we found that the Fruit Palette is for people interested in fresh unique fruit-

based foods and a refreshing and relaxing alternative to the most common Houston restaurants

imbued with a trendy, relaxing atmosphere.

In conclusion to our quantitative data, we found:

- The Fruit Palette has already positioned themselves as a healthy alternative, so we feel that the

brand should be re-positioned as not only a healthy alternative, but also a unique, relaxing fun

place to take a break.

- General consensus of those familiar with the Fruit Palette is very positive - we saw very little

negative feedback.

- Due to lack of exposure, the Fruit Palette is unfamiliar to most locals, and more specifically, our

target.

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TargetHUSTLERS AND BUSTLERS

After researching the brand and the consumer, we have decided our target is best described asthe “Hustlers and Bustlers”

These are the hard-working, constantly moving professionals in the Houston area.

They can be different ages, ranging from 18-44, both male and female, and even different races.But they all share in common a busy schedule and a desire and need to just take a break

occasionally.

Persona 1: Ashley (Hard Working Mom)

Meet Ashley. Ashley is a 29-year-old working mom with two kids. Her full-time job keeps her busy, and once you add in the two kids, her life is non-stop. When she does take a break, she wants to relax. She wants to feel like it’s a quick little vacation, where she can sit back, relax, and enjoy a refreshing treat before the rush of the day catches back up. The Fruit Palette offers a Vaca-From-Her-Day.

Persona 2: Michael (Fast-Paced Executive)

! Meet Michael.

Michael is a 34-year-old insurance executive. He usually starts his day fairly early and has meetings throughout. He never knows when he will get a break, as his schedule is constantly changing, however when he does, he wants some me-time. He wants that me-time you get when you lay on the beach without a care in the world. He heads to The Fruit Palette, shuts off his blackberry and slips into calm.

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Brand DestinationCurrent Belief:

“I really need a break in the day and my choices are either fast-food or Starbucks. Neither place is relaxing, however the latter used to be a nice place to chill but it is more of a coffee fast-food place now.”

Current Behavior:

“I’ve never heard of Fruit Palette, and don’t know any of their benefits or offerings.”

Brand Insight:

“The Fruit Palette offers a soothing beach-like atmosphere and offers delicious tropical treats that will allow me to slip into a vacation state of mind

for a few minutes in my day to regroup, recharge, and relax. It gives me a VACA-FROM-MY-DAY”

Future Belief:

“When I get a break from my day, I know that a mini-vacation is just a walk or short drive away. I know I can escape to a tropical state of mind and recharge the batteries, so to speak.”

“My little vacation is something I look forward to in my day.”

Future Behavior:

“I think about the serene escape at the Fruit Palette, and make it a point to take time in my busy schedule to go sip a refreshing aqua or have a creamy fruit bar.”

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Creative Work PlanWhat is the Problem?

The problem is that the Fruit Palette has very low visibility and has not found a unique way to brand themselves.

To whom are we marketing?

We are marketing to the “Hustlers and Bustlers”. This market includes men and women ages 18-44, who all have in common a busy schedule and a desire to take a break occasionally.

What do they currently think and do?

They currently believe that for a break in their day, their only options are fast-food or Starbucks, and consequently, when they have a little free time, they grab a quick, unhealthy bite to eat or a coffee.

What do we want them to think and do?

We want them to believe that when they have a break in their day, the Fruit Palette is an relaxing alternative to the fast food or chain coffee establishment.We want them to look forward to the break in their day.

What is the idea that will get them to think that way?

“The Fruit Palette offers a Vaca-From-My-Day”

What are the best way s to connect the idea to the consumer?

The best way to connect this to the consumer (our target) is to make our advertising beach-like.

That is to say that when our consumer looks at our advertising, their first thought is a beach vacation. Maybe they are reminded of a spring break or summer vacation.

Our print will be tropical in nature, filled with pictures and copy that takes them to that place in their mind. That place they felt like they didn’t have a care in the world. Maybe it’s Cancun, Maybe it’s Playa Del Carmen or the Mayan Riviera. In addition to the beach, images of delicious fruit will be incorporated to advance the product idea.

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What tone do we want to take?

We broke our tone down into a couple different components

- Values of the Company: Genuine, Fun, New

- Personality of the Brand: Tropical, Exciting, Fresh, Fun

How will we measure success?

We will post-measure our target quarterly through qualitative research to track improvement among our target audience. We will identify where we stand in terms of awareness of the brand, attitude towards the brand, and usage of the brand.

What are the mandatories and key milestones?

The Fruit Palette logo must be used on all advertising

Milestones may include quarterly measurements on awareness, attitude, and usage.

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Creative Campaign IdeasTRADITIONAL PAID

Print

The target is immediately thrown into a vacation by seeing the ad. Going back to the big idea, the

concept is going to be to conjure up relaxing, tranquil thoughts when the consumer reads the

advertising.

Examples:

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Out-of-Home

As with the print executions, we want to put the reader in a vacation state of mind. Our outdoor

boards will feature the beautiful beach with a simple question. “Need a Vacation?” Images of

Fruit Palette products can also be incorporated in these billboards.

Example:

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Creative Campaign IdeasNON-TRADITIONAL PAID

Guerilla

Due to the nature of the budget involved, we have elected to use a majority of Guerilla

advertising.

Execution One: Around the Rice Village area, we will construct large Fruit Palette cups, that will

be tilted. Sand will be falling out of them, seemingly onto the concrete corner around them. In

the sand will be a beach chair, with a sign that says “This vacation brought to you by: The Fruit

Palette”

Execution Two: We will place dioramas of two buildings from the Houston skyline connected by

a hammock. The copy on the sign will read, “The Fruit Palette offers you a vacation from your

busy Houston life.”

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Creative Campaign IdeasOWNED

In-Store

We recommend that the Fruit Palette improves its signage. We propose a large, colorful stand-

up sign in the front of the building. Currently the Fruit Palette has a chalkboard that is easy to

miss.

We also recommend Vacation Specials. Where you currently have your “Ambrosias”, we

recommend changing the names of these to travel destinations. For example, the “Tropical”

could be changed to the “Acapulco”. The “Citrus Fan” could be changed to the “Puerto

Vallarta”, etc. This would create a link between the product and the idea of a vacation.

Lastly, we recommend you “Beachify” the front entrance. This could be done by painting a nice

beach-scape on the walls, or adding a tiki=bar area.

Website

To stay congruent with the campaign, we also recommend “Beachifying” the website. Add a

tropical element to the brand.

Under the store tab, we recommend including a picture of the outside facade of the Fruit Palette.

We found through our research that it is easy to drive by and the location can be inconspicuous.

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Creative Campaign IdeasEARNED

Social Media

Currently, the Fruit Palette has a Twitter and a Facebook, however with only 19 followers on

Twitter, we want to give guests an incentive to follow. Each time the Fruit Palette gains a new

follower, they will receive a direct message with a link to a 50% off coupon that will be located at

a landing site imbedded in the Fruit Palette website.

For Facebook, we want to incorporate our guerilla advertising with a contest. When consumers

see the guerilla advertising, if they take a picture and tag the Fruit Palette, they will be entered

into a contest. Users will vote on best, original, funny, exciting, fresh picture. The winner will

receive a weekend trip to Cancun.

Both of these will be advertised in-store.

Promotions

The Houston Museum of Natural Science does Mixers and Elixirs. We recommend the Fruit

Palette takes part and sponsors a beach-inspired mixer. Special cocktails can be inspired by the

Fruit Palette’s products or offerings.

The Fruit Palette should organize and sponsor a Fun-Run in Rice Village. With all proceeds

going to charity, this would create press and visibility for the Fruit Palette.

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Make You FamousSpringboard Advertising wants to bring the Fruit Palette even more visibility by using a “Make

Us Famous” stunt. So what’s the best way to become famous? Well, you have to do something

that warrants attention. Lots of attention. Media attention. And this is where the idea comes. We

want to place a radio personality (Rod Ryan) in a clear plexiglass box. He will broadcast his show

live from the box and eat only fruit. The event would be coupled with a charity, and at the event,

there would be opportunities to donate to the American Cancer Society. Rod Ryan would be

sponsored by different companies and travel agencies who would pledge a certain amount of

money for every hour he stays in the box. This would bring awareness to the health benefits of the

Fruit Palette, raise research money, and bring a large amount of visibility to the Fruit Palette as

news outlets would surely be interested in such a story.

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Pre-TestingWe have a technique that we truly believes sets us apart from the competition. Not only did we

create a great campaign, but after creating and drafting up mock ads, we decided to go back to

the Fruit Palette and Rice Village to pre-test our campaign. After a series of 35 on-the-street

interviews, here are our findings:

When we presented our Print Ads, the responses were:

“I love seeing the fruit in the ads. I want to connect my sight with taste.”

! - Megan, 28, Oil Industry

“Oh yeah. I would react to that. I would be curious enough to come in and check it out.”

- Hannah, 25, Graduate Student

“I’d love to see a summer-scape or beach atmosphere behind the fruit. That seems relaxing.”

! - Christine, 38, Full-Time Mom

After seeing the guerilla ideas, the responses were:

“I like that. That is really cool!”

! - Nikki, 26, Accountant

“Wow! That would definitely grab my attention. I would want to know what that business was all

about.”

! - Erran, 35, Marketing Executive

Because of this coupled with our initial research, we are confident that this approach will be

successful and will reach our target effectively.

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Final ThoughtsWhat separates our campaign with others is our ability to extend it.

We know that the leadership of the Fruit Palette really loves and wants to advertise that their

product is healthy. We completely agree that it is important, however we feel as if to introduce

and position it initially as healthy just puts it as one more place on the map for a healthy snack.

This is the reason we have chosen to position it as a vacation. However, because our campaign

has legs, we can then extend it to highlight the health factor after we have generated initial

interest already.

The way this can be done is we add to the taglines and headlines.

Example. “Relax” becomes “Relax...It’s only 100 calories”, etc.

We at Springboard Advertising are confident our research is sound and this positioning and

campaign will be effective.

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