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11definitionHI
Kait Turkett, Dominique Falcone, Emily Helwig, Jess Merrill & Marianna Dunbrook
BAI 5
3322 3
TABLE OF CONTENTS
EXECUTIVE SUMMARY
AGENCY STRATEGY
As a full-service Integrated Marketing Communications firm, we at HiDefinition are committed to providing our clients with effective and innovative campaigns. We are an ambitious team of profes-sionals dedicated to developing and implementing new and cutting edge strategy. Our goal is to discover new trends in the industry and make sure our clients stay updated in their different markets with their respective audiences. Our firm encompasses the five principles below to define our differ-ent clients’ brands with a campaign strategies that bring only success.
innovationambition
dedication
Bai 5 is an all-natural drink made from coffeefruit, the antioxidant filled shell that covers the traditional coffee bean. Bai 5 boasts five reasons for consumers to love its many tropical flavors. It’s all-natural, certified organic including the sweeten-ers used to flavor the drink. It’s packed with antioxidants from the superfruit cas-ing of the coffee bean, and has only one gram of sugar per serving.
Additionally, Bai is gluten free, soy free, vegan and Kosher, and it all comes to-gether in a great tasting, five calorie drink. But what does “Bai” mean? Bai 5‘s founder Ben Weiss said, “The name - the Mandarin word for “pure” - was chosen to represent the simple, natural goodness of a beverage dedicated to fostering great health.”
Our mission is to place Bai as the top juice drink choice for ladies on the go. We want to let them know that they can balance their “work hard, play hard” ap-proach towards life, and Bai 5 will help them get there. Through print, television, and online advertisements, paired with out-of-home and brand activation strat-egies, HiDefinition will instill in the minds of our target market that Bai 5 is the best choice when enjoying a healthy, delicious drink.
creativity
THE BEST
DECISIONSARE MADE IN
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EXECUTIVE SUMMARY – PAGE 2AGENCY STRATEGY – PAGE 3
HISTORY – PAGE 4COMPETITOR ANALYSIS - PAGE 5
SWOT – page 6environmental analysis – page 7
objectives & budget – page 8research – page 9
Brand value proposition – page 10Target audience – page 11
campaign strategy – page 12big idea – page 13
creative strategy – page 14print ads – page 15
print & internet ads – page 16commercial storyboard – page 17
ooh ad – page 18creative testing – page 19media strategy – page 20media choices – page 21
media schedule – page 26media budget – page 27
brand activation – page 28evaluation – page 32
creative brief – page 34bios – page 35
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COMPETITOR ANALYSIS HISTORY
CEO & Founder Ben Weiss travels for twenty years to exotic loca-tions in search of the best quality green coffee available. In his travels, Weiss discovers coffeefruit, the casing that surrounds the coffee bean, a powerful antioxidant.
Weiss starts a makeshift lab in his family’s kitchen working for over a year to combine coffeefruit with different ingredients to create a delicious and healthy drink.
2009 BAI 5 IS OFFICIALLY ESTABLISHED.
Initially, Bai 5 is distributed solely to health food stores in Princ-eton, NJ, but soon grows to be nationally distributed.
Strengths- Vitamin Water is a progressive, well-known brand recognized for it’s low calorie count- Variety of distinct flavors- Variety of different products in-cluding Smart Water- Strong social media presence- Popular celebrity endorsers such as Ellen, Jennifer Anniston & 50-Cent
Weaknesses - Product contains no real fruit juice- Deceiving serving sizes- Contains unnatural ingredients such as corn syrup- Higher in sugar
VITAMIN WATER
VITACOCO
SPARKLING ICE
Strengths- Popular celebrity endorsers includ-ing Madonna & Rhianna - Distributed internationally - Unique packaging - Consistent branding throughout all platforms
Weaknesses - Specific/acquired taste- Easily damaged packaging - Smaller serving - Higher in sugar & calories- Comes in one specific flavor
Strengths- Low in calories- Variety of different flavors- Low price- Widely distributed
Weaknesses - Includes artificial sweetener (Splen-da)- Artificially colored- Dated packaging and website- Perceived as lower quality partial to its lower price
BAI 5 IS A CERTIFIED ORGANIC, ALL NATURAL FRUIT JUICE CONTAINING COFFEEFRUIT.
666 7
HEADLINE
7
ENVIRONMENTAL ANALYSIS
6
ANALYSIS SWOT
STRENGTHS• Product is highly innovative• Only drink that uses the
newly discovered health benefiting coffee superfruit
• Wide variety of multiple flavors
• Product contains caffeine which can reach a sub-target market
• High in antioxidants and low in sugar
• Five calories per serving gives products competitive advantage in health drink market
• Sensitive to food allergies and dietary restrictions such as gluten free, kosher, soy and glycemic free creates a niche market
• Website is easy to navigate and minimalistic
WEAKNESSES• More expensive product which decreases potential
market share• Product has very low level of awareness• Because the unique ingredient of coffee superfruit has
never been used before, there is speculation of its credibil-ity and its claimed health benefits
• Audiences could be under the impression that the health drink is dehydrating because it derives from coffee
OPPORTUNITIES• More flavors can be added to the brand’s collec-tion• There is potential to reach more than target mar-ket of 18-24 year old females• Society is continuing to become more health
conscious• Ability to expand the brand’s types of products and promotions- recipes, daily exercise routines, and/or create ways to enhance mental and psychological health
• Increase social media presence• Increase overall product awareness• Potential to introduce a marketing strategy similar
to that of ‘Toms’ – the social responsibility approach could increase sales and help establish
the brand’s credibility and reinforce its mission
THREATS• Competitors have a higher brand
awareness• The price of repackaging and re-
labeling due to new food labeling regulations
• Distribution is scattered• The slow rise from the recent
recession is causing people to spend less, cutting out prod-ucts like Bai 5
There is a growing interest in today’s society to be healthy, and the natural foods movement is quickly spreading, especially among young people. Bai 5 has just five calories, and is made out of 100 percent natural ingredients which makes it appealing to those who want to be seen buying healthy products. It also contains antioxidants, which help combat the negative effects of stress, and is gluten free.
FORCES
Bai 5‘s competitors include brands such as Vitamin Water, VitaCoCo and Sparkling Ice. Bai 5 offers a super low calorie, low sugar, and antioxidant rich drink infused with natural flavors -- all of which can only be found together in Bai. One thing that sets Bai 5 apart from the competition is the boost of caffeine it gives you. It’s the light energy from a cup of tea, but in a great tasting, crisp, 5 calorie juice.
COMPETITIVE FORCES
When looking for an on-the-go drink, young consumers are looking for something that tastes great, makes them feel good, and is easy on the wallet. While Bai 5 may be a little more expensive than some of its com-petitors, it offers unique elements like antioxidants and caffeine in a super low calorie, tasty drink -- not found together in any other juice drink on the market. Plus, Bai 5 is sold at stores like Target, WalMart, and CostCo, all places where price conscious consumers shop.
ECONOMIC FORCES
With all of the regulatory laws banning high sugar sodas and other drinks, Bai 5 is a healthy alternative for young people that follows these new regulations and standards. Also, the FDA encourages natural foods and drinks with low sugar, and Bai 5 fits that standard.
REGULATORY FORCES
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BUDGET
To increase the sales of Bai 5 by 9%. We will highlight Bai 5’s unique and beneficial attributes relative to our target audience to accomplish this objective.
To increase comprehension by 70% and conviction by 50% within our primary target mar-ket of 18-24 year old women. Therefore, 70% of our target will understand and recognize our message and 50% will act on it. Our effective reach is 70% with an effective frequency of 4.
The “Indulge Your Health” campaign will run for a year. It will begin April 1, 2016 and end April 1, 2017. We are using a pulsing media campaign that allows us to have audience.
MARKETING OBJECTIVE
ADVERTISING OBJECTIVE
TIME FRAME
OBJECTIVES
Production Costs
Television
Out of homeInternetMagazine
We have been allocated 12 million dollars to execute our campaign.
SUMMARY
Television: $1,620,000 (13.5%) Transit/ BB: $2,610,840 (22.5%) Internet: $5,393,372 (45%) Magazine: $1,075,937 (9%) Production Costs: $ 1,200,000 (10%)
RESEARCH
1. Determine women’s awareness and perception of the Bai 5 brand within our target market2. Determine what women want and need from a health beverage and further under-stand their purchase behavior3. Determine the best media channels and vehicles to target our audience most ef-fectively
RESEARCH OBJECTIVES
PRIMARY RESEARCH1. HiDefinition Agency conducted one-on-one personal interviews with women with-in our target market to further understand their perception of the brand and their rela-tionship with the product. We interviewed 10 women within our primary and second-ary target markets.2. We designed a survey using SurveyMonkey to further determine the consumer be-havior of our target audiences. We want to know what the consumer is looking for in a health drink and further determine when they would consume the product.
SECONDARY RESEARCHHiDefinition used Simmons OneView to determine the media vehicles and channels our primary and secondary target markets use most frequently. We are targeting people within the age of 18-24, but primarily women. We discovered there is a high social me-dia and Internet presence amongst these segments. After, we examined social media and product reviews to further solidify our target markets’ psychographic.
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BRAND VALUE PROPOSITION
Bai 5 is an innovative and unique health beverage that comes in a variety of nine exotic fla-vors and provides a multitude of functional benefits. It is specified in the brand name that there are five major benefits that the products provide, which include it being five calories, 100% natural, gluten free, glycemic free and antioxidant packed. Additionally, Bai 5 is ko-sher, low sugar, and has a boost of caffeine. What makes this product unique is the wide range of health benefits it provides for its consumers without a lack of unique and fruity taste.
FUNCTIONAL BENEFITS
Since Bai 5 only contains five calories, consumers do not have to feel guilty for drinking a satisfying, fruit drink. Health conscious consumers want to receive the value of fruit and vi-tamins, while not consuming too many unwanted calories that will derail the benefits they are trying to achieve. Consumers can feel confident in their decision of choosing Bai 5 as a drink on-the-go or anytime. Additionally, they can gain self-confidence because they are following the health-focused goals they have set for themselves.
EMOTIONAL BENEFITS
Consumers that drink Bai 5 can be identified as both health and environ-mentally conscious, adventurous, and dedicated to having a balanced life. They are highly passionate people that take their health and work se-riously, while still living an adventurous and ambitious lifestyle. They un-derstand the amount of effort they need to put into their health and that Bai is the best ways to achieve their personal goals. The naturalness of the product contributes the cultural revolution of going green and being environmentally conscious.
SELF EXPRESSIVE
TARGET MARKET
Rachel is an 18-year-old high school senior from Hershey, Pennsylvania. She is the treasurer of her class and captain of the soccer team; a natu-ral leader. Rachel is a highly involved and well-rounded woman that en-joys spending time with her friends, exercising, and reading. As shea prepares to go to her dream college and keep up with all her extra ac-tivities, she tries to lead thehealthiest lifestyle she can.
RACHEL
Quinn is a junior in college majoring in Environ-mental Studies. She is originally from Burlington, Vermont and is determined to positively impact the world. Quinn is the head of the Compost Club, an avid gardener, and strict vegan. Between her schoolwork, saving the environment, and doing yoga she looks for a natural, vegan health drink.
QUINN
Heather is a young professional that just moved to San Francisco, Cali-fornia. She works in the Human Re-sources Department for a Fortune 500 company. This job setting has a high stress environment that is fast paced, which requires her to take on a multitude of responsibilities. Off the job, Heather focuses on her health by running and hiking with her friends. As she is working hard in all the realms of her life, she needs a tasty and fruity drink that
will not derail her efforts.
HEATHER
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CAMPAIGN STRATEGY
Not many people know about Bai 5, its incredible health benefits and its unique ingredients. There are also a lot of competitors that are highly established brands already and Bai 5 needs to differentiate itself from them. HiDefinition’s challenge is to increase Bai 5’s awareness and show our target market that this is the healthiest option on the market. Bai 5 is for anyone that wants a low sugar or low calorie drink that has a fruity delicious flavor.
THE CHALLENGE
HiDefiniton Agency found through audience research that women are looking for a health beverage that is a natural and great tasting low calorie drink that they do not have to feel guilty about. Women in our target audience are in a major growth stage of their life and attempting to keep a balance throughout their busy lives, especially when it comes to their health. Our focus is to purify and enhance the health of the ambitious and busy woman.
KEY INSIGHT
HiDefintion Agency will focus on providing Bai 5 drinkers with a guilt-free duality of indul-gence and health benefits to support the balance they attempt to preserve as they take on their daily adventures with confidence, energy and satisfaction.
THE PROMISE
BIGIDEA
THE
“ “INDULGEYOUR health.
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CREATIVE Through careful research and analysis, we at Hi Definition have devised a creative strategy that will draw more attention our brand, Bai 5, by incorporating the beliefs and needs of our target audience with a friendly and insightful design. Our creative is centered around our active and hardworking target’s desire for something both healthy and indulging. Our campaign strategy focuses on how Bai 5 is the perfect indulging treat that is also guilt-free and healthy.
CREATIVE STRATEGY
Each of our print advertisements show our target audience engaging in active, hardwork-ing, and healthy activities. To play up the healthy and energizing aspects of Bai 5 we have developed advertisements with high contrast, saturation, and clarity. We felt that it was im-portant to show the package on all of our creative, so you can find a flavor of Bai 5 on all of our media. We consistently use green text in our ads to associate our product with healthy and natural connotations. The transparent curved break that appears on our magazine ads is used for motion and a break for our text to lay.
ART DIRECTION
On each of our advertisements, our tagline “Indulge your health” will appear. This tagline is used to promote our big idea that Bai 5 is both an indulging treat and a healthy drink. There is also a second placement of copy that explains why Bai 5 fits in perfectly with the lifestyle of the woman in each scene of our ad as well as including a health benefit of drink that re-lates to the scene. We have include a call to action in some of our print ads, prompting our target audience to either go to our website or like us on Facebook.
COPYWRITING
PRINT ADS
15FOR MORE INFORMATION, VISIT DRINKBAI.COM
INDULGEYOUR health.
FOR MORE INFORMATION, VISIT DRINKBAI.COM
INDULGE
The perfect balance of health & taste.100% Natural.
YOUR HEALTH.
WE MADE A DRINK THAT WORKS AS HARD AS YOU DO.
PACKED WITH ANTIOXIDANTS AND A SHOT OF WHITE TEA THAT WILL GIVE YOU THE EXTRA BOOST YOU NEED.
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STORY BOARDLength: 30 Seconds
Track: Rather Be - Clean Bandit Ft. Jess Glynne
1.
2.
3.
4. 5.
Voice over: LADIES, WE TRAIN HARD, WORK HARD, AND EAT RIGHT. BUT WHEN ALL OF THAT LEAVES YOU WANTING MORE DON’T CAVE IN TO SUGAR...
VOICE OVER: INSTEAD,INDULGE IN YOUR HEALTH GRAB A BAI 5, WITH ONLY 5 CALORIES, LOADS OF ANTIOXIDANTS, AND 9 DELICIOUS TROPICAL FLAVORS IT’S THE PERFECT CRAVING KILLER THAT FITS IN WITH YOUR HEALTHY LIFESTYLE.
We at HiDefinition created a commercial that every health conscious woman could relate to. We show the simple problem of working hard, eating right and conquer-ing the craving for something sweet. That’s where Bai 5 comes in, with a satisfying taste to defeat that craving and remain on par with every woman's healthy lifestyle.
YO
UR
he
alt
h.
FOR MORE INFORMATION, VISIT DRINKBAI.COM
Ind
ulg
e
YOUR
FOR MORE INFORMATION, VISIT DRINKBAI.COM
INDULGE
Adventure time means you’ll need a guilt-free
pick me up.
HEALTH.5 Calories.
1 Gram of Sugar.
PRINT AD INTERNET AD
YOUR
191818
OUT OF HOME AD CREATIVE TESTING
health.indulge
YOUR
FOR MORE INFORMATION, VISIT DRINKBAI.COM
THROUGH OUR CREATIVE STRATEGY DEVELOPMENT AND IMPLEMENTATION, WE RECEIVED A GENERALLY POSITIVE RESPONSE FROM OUR TARGET AUDIENCE.
GENERALLY, PARTICIPANTS HAD LITTLE TO NO KNOWLEDGE OF BAI 5 AS A BRAND.
HOWEVER, AFTER SHOWING THEM OUR ADVERTISEMENTS, WE WERE ABLE TO GENERATE A BET-TER UNDERSTANDING AND RECEIVE DIFFERENT REACTIONS.
ADDITIONALLY, WE HAD SEVERAL PARTICIPANTS NEW TO THE BRAND TRY BAI 5 FOR THE FIRST TIME. THEIR REACTIONS WERE POSITIVE, AS ANTICIPATED.
PARTICIPANTS DESCRIBED BAI 5 AS:
19
“refreshing”“trendy”
“healthy” “crisp”“tropical”
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MEDIA OBJECTIVES MEDIA CHOICES
Bai 5’s target market is women ages 18-24 years old, with a secondary target market of men ages 18-24 years old. Our primary target market consists of health conscious, versatile women that attend college or are young pro-fessionals. These women want to keep a balance in their life, especially when it comes to their health and do not want to feel guilty for drinking some-thing they enjoy. We would also like to reach our secondary target market of men that are trying to achieve the same healthy, balanced lifestyle.
REACH TARGET AUDIENCE
HiDefinition will run this advertise-ment campaign on both national and regional levels. Due to Bai 5’s recent expansion to a national distributor, we will be advertising our television com-mercials, magazine and internet ads nationally. Our billboards will be dis-played regionally in major cities, such as New York City, Los Angeles, Boston and Miami. These cities are all heavily populated with college students and young professionals.
GEOGRAPHIC SCOPE PLACEMENT
The women within our target market mostly use the internet as their main media source. HiDefinition Agency will put a higher weight on the inter-net advertisements. We also recognize that the women in our target market are constantly on the go, so we have also placed a heavier weight on Out of Home advertising. These women also read magazines and watch televi-sion, but to a lesser degree, so we have placed less weight on these mediums.
MESSAGE WEIGHT
HiDefinition’s effective reach is 70% with an effective frequency of 4.
REACH & FREQUENCY
A pulsing media schedule will be used during this campaign. There will be continuous exposure to Bai 5’s ad-vertisements with heavier frequency during strategically specific times throughout the year. We will adver-tise more heavily during the spring and summer months when women are more focused their body image. We are also keeping in mind the times when college students will be present in the major cities that our billboards will be displayed in.
REACH & FREQUENCY
DIMENSIONS
Television : 30 Second Commer-cial
Magazine: 1 full page color & ½ page color
Internet: Ban-ner (468xx 60 px), Skyscraper (120 x 600 px), 30 Second Pre-Roll Commercial, & Rectangle (300 x 100 px)
Billboard: 48 feet x 14 feet
INTERNET
HiDefiniton Agency found through audience research that women are looking for a health beverage that is a natural and great tasting low calorie drink that they do not have to feel guilty about. Women in our target audience are in a major growth stage of their life and attempting to keep a balance throughout their busy lives, especially when it comes to their health. Our focus is to purify and enhance the health of the ambitious and busy woman.
BANNER AD
HiDefiniton Agency found through audience research that women are looking for a health bever-age that is a natural and great tasting low calorie drink that they do not have to feel guilty about. Women in our target audi-ence are in a major growth stage of their life and attempting to keep a balance throughout their busy lives, especially when it comes to their health. Our focus is to purify and enhance the health of the ambitious and busy woman.
PRE-ROLE COMMERCIAL
PRE-ROLE COMMERCIAL & BANNERHiDefinition wants to grab the attention of college students and grow their awareness of the brand. The frequency of the advertisements on this website will increase the attention of the viewers to the product, making them more apt to interact with the ad.
PRE-ROLE COMMERCIALHiDefinition wanted to also target a less formal online news source that was used often by 18-24 year olds. The Onion’s journalism provides humor, relatable daily life pieces and opinionated news.
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HiDefinition’s target market are young women trying to keep up with fashion, general news and entertainment. E! Network is beneficial for our primary target and synergistic with the television advertisements.
SKYSCRAPER
MAGAZINEFor all the women who are looking for fashion, dating tips, and celebrity news, Cosmo has been the ultimate source of this information. The psy-chographics of our target match with Cosmo’s status oriented articles and relatable tips about health, beauty and fashion.
COSMOPOLITAN - 3,015,858
HiDefiniton wanted to use the same frequency tactic with Cos-mo, just as we did with CollegeHumor. HiDefinition also used the synergistic tactic of using ads in both the magazine and the website. Cosmopolitan is a very well established and popular source of media to our primary target market.
BANNER & RECTANGLE
CNN attracts a large amount of viewers, but young profes-sionals and college students particularly have a need to be up to date with their current events. CNN is a reliable and popular news source often used by this target market.
BANNER
INTERNET CONTINUED
Fit Magazine is for women who are serious about their health and having a balanced lifestyle. Bai 5’s values and missions are very similar to Fitness Magazine’s and HiDefinition feels that this properly targets the ideas and goals of the women within our target market.
FITNESS MAGAZINE - 1,501,058
HiDefinition recognizes our target market as young professionals that are concerned with their appearances and health. Allure is a great media ve-hicle to grab women’s attention and point it towards Bai 5.
ALLURE - 1,168,138
TELEVISIONHiDefiniton chose to advertise on E! Network because a majority of our target market watches one or more shows that are broadcasted on this network.
The people within our target market are in a somewhat transitional stage of their life and attempting learn and find inspiration on how to establish organization in their own homes.
There is a heavy weight of our target market that watches ABC Family. This will increase our exposure and frequency.
TELEVISION
TLC is a very popular network that our tar-get market watches because it revolves around personal stories, lifestyles and fam-ily life; three main factors that our target market considers very important.
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MEDIA SCHEDULE MEDIA BUDGET
PRIN
T AD
STE
LEVI
SION
INTE
RNET
TRAN
SIT
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BRAND ACTIVATION
Objective: To raise brand awareness and equate our brand’s name with one of the biggest events in the world.
Strategy: With the 2016 Summer Olympics taking place in Rio de Janeiro, Brazil, it’s a perfect opportunity for Bai 5 to extend its brand activation through a part-nership with returning Olympian Gabby Douglas and the United States women’s gymnastics team. Bai 5 is a healthy, natural way to get energized for the day, a good alternative to soda or coffee drinks for the athletes. Rio is a tropical locale, a great pairing with Bai 5’s tropical flavors. Also, women in our target market iden-tify with Olympians who are around their age.
Objective: To increase brand recognition and interaction within our target market of 18-24 through social media platforms they use most.
Strategy: Our target market is the most active generation in terms of social media us-age on both computers and mobile devices. Through the platforms of Twitter, Face-book, and Instagram, anyone with an account can propose the newest Bai 5 flavor by Tweeting, uploading a photo, or creating a status with the hashtag #Bai5FlavorChal-lenge. Along with this promotion, anyone who likes our Facebook page will have access to a coupon for 50 cents off any Bai product at any retailer.
1. Bai 5 and the Fab 5:2. Bai 5 flavor challenge
29?
28 29
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Objective: To increase Bai 5’s corporate social responsibility and public image by giving back to the community that helps make Bai 5 what it is.
Strategy: In the six weeks leading up to Earth Day 2016, Bai 5 will lead a fundrais-ing effort to give back to the Indonesian community where founder Ben Weiss discovered the coffee superfruit that is an integral part of the Bai 5 brand. With every Bai 5 purchased, a percentage of the total sales will be donated to the com-munity where the coffeefruit is found.
3. Bai 5 gives back
30 31
Objective: Enhance the healthy and active image of the brand by directly linking it to our target's favorite athletic clothing brand, Lululemon Athletica.
Strategy: Our brand will put out dual advertisements, media and promotions with Lululemon Athletica. Lululemon is a self described yoga-inspired athletic apparel company that appeals to our target audience. To promote Bai 5's healthy image, we decided to partner with Lululemon to increase our sales. First, we pro-mote an incentive coupon of when you make a purchase of $75 or more, you get a free bottle of Bai 5. This will ultimately bring first the awareness of the product. Next, we will place vending machines of Bai 5 in the Lululemon flagship stores. In those particular bottles of Bai 5 will have a code at the top of the bottle which will have unlock coupons on the Lululemon clothes. One bottle per machine will also have a code to unlock $50 gift card to the store. Lastly, to incorporate social media in our partnership with Lululemon, we will hold an instagram contest where we will encourage women to take a pictures of themselves with their Bai 5 bottles while wearing their Lululemon apparel on Instagram using the hashtag #BaiandLuluForAHealthyLife. Using the has tag we will pick a winner every week and repost their picture and name on our Bai 5 Instagram account and Lululemon's Instagram account. Whether they are at the gym, going for a jog in the park or out walking their dog, the Instagram will promote both the active and healthy images of both Bai 5 and Lulule-mon.
4. bai 5 & lulu for a healthy life
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EVALUATIONHiDefinition has three main objectives: to increase comprehension of Bai 5 by 70%, increase total conviction by 50%, and increase total sales by 9%. These goals and their accomplishments will be solely met and determined through the intensity and frequency of advertising and brand activation tactics throughout the year, varying with each month.
MONTH COMPREHENSION CONVICTION SALES
CONVICTION & COMPREHENSION
PERC
ENTA
GE
TIME /MONTH
PERCENTAGE OF SALES
TIME /MONTH
PERC
ENTA
GE
3535
MEET OURCR
EATI
VE B
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defin
ition
HI
Hist
ory:
Ba
i 5 is
a p
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ely
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mp
any
foun
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eiss
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Wei
ss d
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to
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ai 5
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outh
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e fla
vors
. As
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mis
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issi
on a
t Ba
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to s
hare
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hile
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ting
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goal
s:
Mar
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bje
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e: T
his
cam
pai
gn w
ill in
crea
se th
e sa
les
of B
ai 5
by
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Adv
ertis
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Ob
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ive:
HiD
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pre
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ion
by 7
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18-2
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ter
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his
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is 7
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an
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tive
freq
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e Fr
ame:
Thi
s w
ill b
e a
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cam
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gn, s
tart
ing
in A
pril
201
6 an
d en
ding
in M
arch
201
7.
targ
et M
arke
t:
Our
prim
ary
targ
et m
arke
t is
wom
en r
angi
ng fr
om t
he a
ges
of 1
8-24
. Our
sec
onda
ry t
arge
t m
arke
t is
men
ran
g-
ing
from
age
s 18
-24.
The
prim
ary
targ
et m
arke
t fo
r th
is c
amp
aign
focu
ses
on w
omen
tha
t ar
e co
llege
stu
dent
s,
grad
uate
stu
dent
s, o
r you
ng p
rofe
ssio
nals
. The
se w
omen
are
act
ive
and
stat
us o
rient
ed in
divi
dual
s th
at le
ad b
oth
soci
al a
nd h
ealt
h co
nsci
ous
lifes
tyle
s. T
hey
wan
t a
pro
duct
tha
t w
ill r
eflec
t an
d b
enefi
t th
eir
lifes
tyle
s as
wel
l as
thei
r val
ues.
adve
rtis
ing
prob
lem
: Th
ere
is la
ck o
f aw
aren
ess
of th
e Ba
i 5 p
rodu
ct w
ithin
our
targ
et m
arke
t. Th
e ta
rget
nee
ds to
be
info
rmed
and
ex-
pos
ed to
the
ben
efits
of B
ai 5
, bec
ause
it is
com
par
ativ
ely
uniq
ue to
the
mar
ket i
t is
in. B
ai 5
is o
ften
per
ceiv
ed b
y ou
r tar
get a
udie
nce
as a
n un
know
n p
rodu
ct c
omp
ared
to th
eir m
ore
wel
l-kno
wn
com
pet
itors
. The
y ar
e un
awar
e of
the
ingr
edie
nts
and
how
it is
bet
ter t
han
the
othe
r pro
duct
s.
We
will
sol
ve th
is is
sue
by p
ositi
onin
g th
e p
rodu
ct to
hig
hlig
ht it
s un
ique
att
ribut
es a
nd b
enefi
ts a
s w
ell a
s its
gr
eat t
aste
. HiD
efini
tion
will
focu
s on
the
dual
ity
of th
e p
rodu
ct a
s b
oth
a sa
tisfy
ing
trea
t and
a b
enefi
cial
add
i-tio
n to
the
cons
umer
s’ di
et. W
e w
ill e
stab
lish
this
dua
lity
by u
sing
bal
ance
as
a p
aral
lel a
nd re
itera
ting
the
five
dif-
fere
nt h
ealt
h b
enefi
ts th
at c
onsi
st o
f the
pro
duct
bei
ng 1
00%
nat
ural
, ant
ioxi
dant
pac
ked,
5 c
alor
ies,
low
sug
ar,
and
natu
rally
sw
eete
ned
as s
upp
orte
rs. T
his
cam
pai
gn w
ill re
itera
te th
e fa
ct th
at p
eop
le c
an e
njoy
Bai
5 w
ithou
t ha
ving
to fe
el g
uilt
y fo
r it b
eing
unh
ealt
hy. T
hey
can
“ind
ulge
thei
r hea
lth”
in th
e ex
otic
and
del
icio
us fl
avor
s of
Ba
i 5. T
he s
atis
fact
ion
of it
s ta
ste
and
the
heal
th b
enefi
ts it
pro
vide
s w
ill a
llow
peo
ple
to fe
el c
onfid
ent i
n th
eir
deci
sion
of c
hoos
ing
Bai 5
and
als
o gi
ve th
em e
xtra
sup
por
t whi
le a
ttem
ptin
g to
bal
ance
thei
r bus
y lif
esty
les.
unde
rlyi
ng e
mot
iona
l ne
ed:
Bai 5
pro
vide
s fiv
e gr
eat b
enefi
ts th
at a
re u
niqu
e an
d in
nova
tive
with
in it
s p
rodu
ct m
arke
t. Ba
i 5 is
the
only
drin
k th
at h
as 5
cal
orie
s p
er s
ervi
ng a
nd a
s lo
w o
f sug
ar a
s it
does
. Bai
5 d
rinke
rs c
an fe
el c
onfid
ent d
rinki
ng th
e p
rod-
uct b
ecau
se it
is b
oth
satis
fyin
g an
d b
enefi
ts th
eir h
ealt
h. It
pro
vide
s a
guilt
free
feel
ing
that
con
sum
ers
cann
ot
gain
from
thei
r oth
er m
ore
wel
l kno
wn
com
pet
itors
. Bai
5 w
ill a
llow
con
sum
ers
to m
aint
ain
thei
r nat
ural
, hea
lthy
and
bal
ance
d lif
esty
le.
com
peti
tors
: VIt
amin
wat
er, v
itac
oco
coco
nut
wat
er &
spa
rkli
ng ic
e
definitionHI
Kait TurkettKait is a sophomore at Ithaca College pur-suing a degree in Integrated Marketing Communications with a minor in Politics. Currently, Kait is a marketing intern for the United Way of Tompkins County as well as a leader within the on-campus organization, Ithaca College United Way. Kait aspires to work in the field of government relations after graduation and move to Washington, D.C. Kait’s favorite Bai flavor is Pomegran-ate.
TEAM
37373636
Dominique FalconeDominique is a sophomore Ithaca College student studying Integrated Marketing Communications with a minor in Art Histo-ry. Dominique has been a middle distance runner of the Ithaca College Track and Field team. Currently, she is a sales associate at kate spade new york. She plans to study in Los Angeles for the spring of her Junior year. She is originally from Westchester, New York. She hopes to pursue a career in mar-keting in the fashion industry. Dominique’s favorite flavor of Bai 5 is Dragonfruit.
definitionHIMEET OUR
TEAMEmily Helwig
Emily is a senior journalism major at Ithaca College, with a minor in Integrated Market-ing Communications. Most recently, Emily served as an editorial intern in Los Angeles at The Hollywood Reporter, and a public re-lations intern at Love PR. After graduation, she plans to leave her hometown of Buffa-lo, NY to pursue a career in entertainment journalism or television scriptwriting. Em-ily’s favorite Bai 5 flavor is peach.
MEET OURTEAMdefinition
HI
39393838
MEET OUR
Jess MerrillMarianna is a sophomore Integrated Mar-keting Communications student at Ithaca College. Currently, Marianna is the Design Editor at The Ithacan and next semester will be Co-Advertising Chair for SAB. This summer Marianna will be interning at Me-diaVest in New York City and next spring will be spending the semester in LA. Upon graduation, Marianna intends to pursue a career in branding or public relations. Mari-anna’s favorite Bai 5 flavor is Mango.
TEAM definitionHIMEET OUR
TEAMdefinitionHI
Marianna DunbrookJessica is a sophomore Ithaca College stu-dent studying Integrated Marketing Com-munications with a minor in Still Photog-raphy. Currently, Jessica is a photographer for the on campus organization, HiFashion Studios and hopes to study in New York City the spring of her Junior year. She is originally from Manchester, Vermont and hopes to move to New York City after grad-uation and pursue a career in photography or public relations. Jess’ favorite Bai 5 flavor is also peach.
