Stellar Promotions:Anton Christofer Berner

Nicole FernandezJason Oppenheim

Jackson PeckEric PoggioliScott MartinBryan Tarver

I. The Objective and Target Demographic…………………………….2

II. The Flavors …………………………………………………….....3

III. The Flavor Calendar………………………………………….........4

IV. In Store PoP………………………………………………………..6

V. Local Store Marketing………………………………………….......8

VI. Social Media………………………………………………………9

VII. Mobile app and Loyalty Program……………………………….12

VIII. Website………………………………………………………....13

IX. Alternative Media………………………………………………...15

Table of Contents

I. The Objective & Target Demographic

A. The Objectivesa. Develop promotional package for Period 2 (March-May 2014)b. Increase traffic/frequency during slower monthsc. Establish brand as “step above” the restd. Reinforce get real™e. Increase engagement on mobile app loyalty program

B. Target Demographic- 18-34 year old females who seek excitement and want to try new flavors

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II. The Flavors

10 internationally themed flavors and/or suggested pairings1. Belgium Waffle2. Italian Nutella3. Spanish Churro Chocolate Swirl4. Swedish Cloudberry5. Guatemalan Mamey6. Caribbean Sapodilla Fruit7. Tasmanian Papaya8. Tahitian Banana Coconut Pudding9. Paraguayan Passion Fruit Mousse10. Brazilian Brigadeiro

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III. The Flavor Calendar

Offer two flavors for a 20 day periodA. Introduce 2 new flavors as 2 old flavors are ending with 2 day

overlapa. March 1 - March 20: Belgium Waffle and Italian Nutellab. March 19 - April 8: Spanish Churro Chocolate Swirl and

Swedish Cloudberryc. April 7 - April 27: Guatemalan Mamey and Caribbean

Sapodilla Fruitd. April 26 - May 15: Tasmanian Papaya and Tahitian Banana

Coconut Puddinge. May 14 - May 31:Paraguayan Passion Fruit Mousse and

Brazilian Brigadeiro

B. Group the flavors by regions- Start from Europe and end with South America

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IV. In-store PoP

A. Interactive screens showcasing flavor quest

a. Explain the origins of each flavor

b. Allow customers to view the flavor calendars

B. Large map with pinpointed destinations and facts of flavors + QR codes for loyalty

a. History of different flavorsb. Explain importance of the

flavorsc. QR codes to track

returning customers loyalty

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IV. In-store PoP

C. LCD TVs showcasing elements of Flavor Quest campaign

a. Show YouTube Flavor Quest episodes

b. Explain the rewards program

c. Explain grand prize rules and possible destinations

d. Expedia advertisements showing destinations offered for grand prize

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V. Local Store Marketing

A. Direct mail (try first 5oz. free)a. Send to residents near local Yogurtland

location

B. Local Newspapers, Campus Print Mediaa. Advertise in local newspapers about

Flavor Questb. Put ads in local high school and college

campus newspapers

C. Out-Of-Home Ads (Buses, outdoor-displays)a. Buses will display Flavor Quest mapb. Bus stops will have maps (similar to bus

maps) showcasing Flavor Quest destinations

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VI. Social Media

A. Facebook- like the YogurtLand page and tell us your Flavor Quest (https://www.facebook.com/yogurtland)

a. Chance to create flavor for next year’s Flavor Questb. Winner gets to travel with Yogurtland and our Flavorologist to the

location to experience how the flavors will be tested and created

B. Twitter- #flavorquest (https://twitter.com/Yogurtland)a. Tweet out flavor calendarb. Reminder tweets about 2 current flavors and upcoming 2 flavorsc. Run new contest coinciding with the flavor calendard. Tweet picture of creation along with your recipe for each new flavor

for a chance to win free 10-oz.i. Must follow @yogurtlandii. Include #FlavorQuestiii. 10 winners per contest

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VI. Social Media

C. Instagram- #flavorquesta. Instagram the two current flavors a week before the new

flavor cycle with YogurtLand Recipe for each of the flavors.b. Run new contest coinciding with the flavor calendarc. Instagram picture of your creation along with your recipe for

each new flavor for a chance to win free 10-oz.i. Must follow @yogurtlandincii. Include #FlavorQuestiii. 10 winners per contest

D. Pinterest- #flavorquestd. Post your own creations to share with the worlde. Add an entry to grand prize tripf. Run new contest coinciding with the flavor calendarg. Post your recipe for each new flavor for a chance to win free

5-oz.- 10 winners per contest

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VI. Social Media

E. YouTube Documentary - Webisodes of each destination

a. Create interest for each flavorb. Shows where flavor is coming from and

why it was chosenc. Showcase points of interest in each

location

F. YouTube Advertisingd. Target 18-34 year old females (Lorde,

Katy Perry, Lady Gaga etc.)e. Focus on YouTube personalities (Jenna

Marbles).

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VII. Mobile App & Loyalty

A. Yogurt Passport - Loyalty Program on App a. Try 8 of the 10 flavors to complete your passport and winb. 10 oz free + chance to win 7 day trip for 2 to a destination of your choice

i. Chance to win trip for 2 with purchase of all flavorsii. Destinations based on locations of the Flavor Questiii. Winner chosen by random draw

c. QR codes will be on in-store map for scanning as quest goes along.

B. Vote for your favorite global flavorsa. Allow customers to vote for their favorite flavorsb. Winning flavor will come back prior to next year’s Flavor Quest to create interest

C. Watch YouTube webisodes on App- Allows customer to be informed about the origins of their favorite flavors

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VIII. Website

A. Separate website for flavor questa. Create Flavor Quest websiteb. Links to social media pagesc. Attach link to Yogurtland website

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VIII. Website

B. Outlines the campaigna. Different tabs explaining the Flavor Quest

i. Home: YouTube webisodes and the rules and regulations of the questii. The Quest:

1. Promotional tools used2. Identify promotional partners

iii. Global Flavors:1. Display the 10 international flavors with a picture of the original food,

with the dates that flavor will be offered2. Give brief summary of each flavor

iv. #Flavorquest: Links to social media pages (Facebook, Twitter, Instagram, Pinterest, and YouTube)

v. Your Store:1. Help locate the closest store to you2. Interactive map to show store’s location3. Overview marketing campaign 4. Expedia map to show destinations

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IX. Alternative Media

A. Spotify/ Pandora/ iTunes Radioa. Run commercials promoting the Flavor Questb. Ask listeners to like our social media sites to share their Flavor Quest

B. Facebook advertisinga. Ads promoting the flavors being usedb. Reminder ads about the 2 current flavors for that time period

C. Expedia.coma. Create partnerships to sponsor the grand prize tripb. Allow Expedia.com to air commercials on in-store TVsc. Expedia logo draws the lines connecting the locations of each flavor

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