Tates-Ad-Plan-Fall-2017-3.pdf - Marissa Proulx
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Transcript of Tates-Ad-Plan-Fall-2017-3.pdf - Marissa Proulx
Table of Contents & Sum
mary
1
Table of Contents
Executive Summ
ary ............................................... 1A
gency Identity .................................................... 2Brand History ......................................................... 3Enivronm
ental Analysis ......................................... 4
Content A
nalysis ................................................... 6SW
OT A
nalysis ...................................................... 7O
bjectives & Budget ............................................ 8
Research ............................................................... 9Brand Value Proposition ...................................... 10Target M
arket ....................................................... 11C
ampaign Strategy ............................................. 12
The Big Idea ......................................................... 13C
reative Strategy ................................................ 14Print Executions ................................................... 15O
nline & Transit Executions ................................. 16
Video Execution &
Creative Testing .................... 17
Media O
bejctives & Strategies ........................... 18
Media M
ix: Magazines ......................................... 19
Media M
ix: Online .............................................. 2
0M
edia Mix: Transit ................................................ 2
1M
edia Mix: Television ......................................... 2
2M
edia Schedule & Budget ................................. 2
3Brand A
ctivation ................................................. 24
Evaluation ........................................................... 26
Appendices ........................................................ 2
7 C
reative Brief ..................................................... 28
Agency Profiles ................................................... 2
9References ......................................................... 32
Executive Summ
ary
Tate’s Bake Shop prides itself on providing the perfect hom
emade cookie fix for its custom
ers. It all began in 1970 w
hen Kathleen King, only 11 at the time, decided
to sell her fresh cookies outside her family hom
e. Since then it has grow
n into a successful, internationally recognized
company
based in
the charm
ing Southam
pton area. CA
MPP C
reative has worked w
ith Tate’s to design a cam
paign tailored to the 25-54
year old female audience. W
e want to attract m
ore consum
ers and increase brand awareness through an
engaging campaign. W
e hope that through our brand activation strategies and advertisem
ents we w
ill be able to show
off the comfortable and
approachable persona of Tate’s Bake Shop and m
ake it clear to consumers
that Tate’s is the go-to company for
sweat treats. To m
eet these goals we
are implem
enting our campaign in a
personal and applicable fashion with
our slogan, “It’s our little secret.”
Agency Identity
2
At C
AM
PP Creative, w
e are dedicated to producing unique and m
emorable IM
C cam
paigns for our clients. We strive
to bring people, share your story and spark creative ideas. A
ll five of our team m
embers are passionate, m
otivated and hardw
orking individuals that are here for the clientele above all else. W
e are here to bring your message to life
in the most effective and professional m
anner.
Brand History
3
1969
1980 King opened her first bake shop in a space she rented. The space w
as discovered by her m
other and she named it Kathleen’s Bake
Shop.
A m
onth after opening, a New York Tim
es reporter w
rote an article that put Kathleen’s Bake Shop on the m
ap.
2001
2014
2015
1983
January 2000
August 2
000
Founder of
Tate’s Bake
Shop, Kathleen
King, began
baking at
the age of eleven and
sold sm
all batches of cookies from
a card table.
Kathleen bought her own
Kathleen’s Bake
Shop building in Southam
pton
Kathleen took on two partners w
ho w
ere brothers; each owned 1/3 of the
company.
The tw
o partners
worked
together and fired Kathleen from her ow
n Bake Shop.The com
munity protested
“NO
KATHLEEN, NO
C
OO
KIES” and
Kathleen went to court w
hich ended in
a settlem
ent w
here she
became
$200,000 in debt due to legal fees.
Kathleen opened
Tate’s Bake
Shop, named after her father, to
compete w
ith the one she’d lost.
Gluten Free G
inger Zinger cookie w
as aw
arded Gold for Best
Gluten Free C
ookie
Kathleen sells a m
ajority stake in Tate’s Bake Shop for $100 m
illion to Riverside C
ompany, located in
Manhattan.
Consum
er Reports named Tate’s
the best chocolate chip cookie brand in the country
Founder of Tate’s Bake Shop, Kathleen King, began baking at the age of 11 and sold sm
all batches of cookies from
a card table.
Kathleen took
on tw
o partners
who
were brothers; each ow
ned 1/3 of the com
pany. The
two
partners w
orked together and fired Kathleen from
her ow
n bake shop. The comm
unity protested “NO
KATHLEEN,
NO
CO
OKIES,”
and Kathleen w
ent to court which ended in a
settlement w
here she became $2
00,00 in debt due to legal fees.
Environmental A
nalysis
4
Tate’s Bake Shop, like any other baked goods company, experiences com
petition with com
panies producing sim
ilar items. Specifically this m
eans competition w
ith Keebler, Pepperidge Farms,
and Belvita. Although these com
panies offer comparable satisfaction for sw
eets at a lower
price, none compare to the taste of Tate’s products. O
ccasionally, Tate’s is lost in the mix, but
due to the wide variety of offerings in addition to their classic chocolate chip cookies, Tate’s has
continued to succeed.
Com
petitive Forces
The average Tate’s product costs around $5.00, which is a tad higher than the average
manufactured desserts. How
ever, this cost is due to the high quality of ingredients used that you don’t see used by the com
petition. This cost discrepancy can drive some consum
ers away,
leaving the brand with a sm
aller consumer base.
Economic Forces
Environmental A
nalysis
5
All products from
Tate’s are made w
ith absolutely no preservatives or GM
Os. Ingredients selected
to be used are ones you can find in a typical home, w
hich ensures the homem
ade taste consumers
associate with Tate’s. Tate’s Bake Shop is also recognized by the C
eliac Support Association for
their exceptional gluten free products.
Regulatory Forces
From the very start, Tate’s Bake Shop has been focused on providing the taste everyone loves from
hom
emade baked goods. W
ith emphasis on ease, ingredients, and a consistent flavor experience,
Tate’s provides the perfect treat for those who are busy but still w
ant to have a high quality and authentic snack. To get that experience, they’re w
illing to spend a little more. W
hen it comes to
Tate’s, a couple cookies is far better than a sleeve of the competition. There are also a variety of
goods available for those practicing a gluten-free diet or for any special occasion you may have.
Sociocultural Forces
Competitor A
nalysis
6 Strengths- Brand loyalty
- Strong brand recognition
- Strong social media presence
Weaknesses
- Contains artificial ingredients
- Not considered a healthy snack
- Perceived as cheap and lower
quality
Strengths- Know
n for natural and healthy ingredients
- Increasing market presence &
sales grow
th
- “On-the-go” snack
Weaknesses
- Perceived as cheap and lower
quality
- Not a wide variety of products
- Weak social m
edia presence
Strengths- Large variety of products- Brand loyalty- Strong brand recognition- Strong social m
edia presence- Inexpensive
Weaknesses
- Artificial ingredients (GM
Os)
- Perceived as mass produced
(doesn’t have homem
ade feeling)
SWO
T Analysis
7
Strengths- A
ll natural ingredients (no preservatives)- “Sm
all business” feel (unique story)- W
ide variety of products and flavors, including gluten free options- Hom
emade taste w
ithout the hassle- Perceived as a gourm
et brand- Localization in advertising- Recent expansion into superm
arkets- U
nique OO
H executions
Weaknesses
- Not as much brand recognition on the
national level as other larger brands- M
ore expensive than other brands- Expansion can lead to possible issues w
ith m
anagement, quality control, etc.
- Limited national advertising cam
paigns
Opportunities
- Increasing demand for natural and gluten
free products- “Foodie” culture- People like specialty foods and trying new
brands/flavors, etc.
Threats- C
ookie market is densely populated
- Increasing gluten free competition
- Push in society for healthy living and away
from store-bought baked snacks
- Many superm
arkets now have bakeries/
offer fresh baked goods
Objectives &
Budget
8 Marketing O
bjectivesIn a year-long national cam
paign, we w
ill increase overall sales of Tate’s Bake Shop products by 12%
. This will be achieved through
emphasizing the convenience and superior taste of Tate’s products,
as well as establishing a personal connection w
ith our consumers.
Advertising O
bjectivesFor this cam
paign, CA
MPP C
reative is targeting wom
en ages 2
5-54. W
e will achieve an 80%
comprehension rate and a 60%
conviction rate. This m
eans that 80% of our target m
arket will
understand our advertising message, and 60%
will find value in
that message. Ideally, this w
ill lead the target market to purchase
Tate’s Bake Shop products. We w
ill achieve an effective reach of 80%
with an effective frequency of 4
. This means our m
essage w
ill reach 80% of our target m
arket a minim
um of 4
times per
person.
Time Fram
eThis advertising cam
paign will run for 12
consecutive months,
beginning in January 2018 and ending in D
ecember 2
018.
Production Costs
Internet
Transit
Magazine
Television
Budget Breakdown
CA
MPP C
reative was given a budget of $12
million
to distribute among various m
edia platforms. The
strategic allocation of this budget can be seen in the chart below
.
Research
9
Research Objectives
- Gain dem
ographic, psychographic, and behavioristic information about our target m
arket - Learn m
ore about the history of the Tate’s brand along with the prim
ary and secondary markets
- Develop a deeper understanding of the strenghts and w
eaknesses of Tate’s current advertising methods
Exploratory ResearchO
ur exploratory research was collected from
Incorporated M
agazine’s website, The Huffington Post, a resort new
spaper in the Ham
ptons called Dan’s Papers, and the Tate’s Bake Shop
website. Through our research, w
e learned that the secondary m
arket for Tate’s is people in their late 20s to early 30s who
are not necessarily focused on buying cookies but are willing
to buy them if they are health conscious and recognize Tate’s
as a trending product. In terms of Tate’s prim
ary market, w
e found that the upscale w
omen that purchase Tate’s cookies
are usually in a rush. However, even though they are very busy,
they also want to feed their kids som
ething that is all natural. This tendency to choose Tate’s over other cookie brands illustrates that these w
omen are m
ore willing to pay m
ore if it m
eans the ingredients are healthier for their children.
Primary Research
In order to gain some insight on Tate’s current m
arketing strategy, w
e contacted Steve Jarmon, the C
hief Marketing
Officer at Tate’s Bake Shop. Through our discussion w
ith Steve, w
e learned that Tate’s has four marketing segm
ents: upscale w
omen betw
een the ages of 35 and 54, label readers who are
food conscious, gluten-free consumers, and people w
ho visit the Ham
ptons for vacation. This information helped us to get
a good sense of what w
e could do to expand Tate’s current target audience. In term
s of advertising, we discovered that
Tate’s focuses its marketing in radio, giving out sam
ples on transit, and m
erchandising in stores. Many of their m
arketing strategies w
ere based in local areas rather than widespread
campaigns. W
hat impressed us the m
ost about Tate’s was that
it does not use any artificial ingredients, genetically modified
ingredients, or preservatives. Having all natural ingredients m
akes Tate’s stand out and gives them an advantage over its
competitors.
Brand Value Proposition
10 Functional BenefitsTate’s provides custom
ers with delicious desserts that range from
cookies to pies to macaroons. Tate’s fam
ous cookies com
e in thirteen different flavors, including gluten free options. The product gift baskets and bright green packaging are aesthetically pleasing and m
ake it distinct from other packaged cookies. C
ustomers
are given the liberty to create their own basket so they can m
ake it perfect for any planned event. Whether
it is for a book club, baby shower, w
edding, or any event, Tate’s cookies can be used to enhance any special occasion. By buying Tate’s, custom
ers save time and energy com
pared to baking at home.
Emotional Benefits
Tate’s promises its custom
ers that every ingredient they use in their products can be found in someone’s
kitchen. All ingredients in Tate’s are recognizable to the custom
er so that the homem
ade taste of the cookies is still there. Tate’s is also an inclusive brand of cookies because it is G
MO
free and offers gluten free options.
Self-Expressive BenefitsPeople w
ho buy Tate’s cookies will be seen as intelligent because they know
that making cookies can becom
e a hassle. Not only do they know
that they are saving time, but they are also aw
are that they are buying a quality product that does not have any artificial ingredients.
Target Market
11
Coconut
Crisp C
ookiesW
hole Wheat
Dark C
hocolateC
lassic C
hocolate Chip
Gluten Free
Ginger Zinger
Hamptonites
are quite
well-
off and enjoy mem
bership and country clubs and the general feeling of exclusivity in their daily and leisure life, especially w
hen it
comes
to vacations
and splurging. They tend to be fam
ilies that are participants in outdoor activities that include golf, tennis, w
atersports, and skiing.
Money
is spent
more
liberally and the emphasis is on
products that have the image
of high class prestige.
Foodie culture is surging in the Northeast, w
ith health being at the top of m
any people’s m
inds. These younger people in their m
id 20s-late 30s are
ingredient-award, have good
jobs for their young age, and love
trying new
things,
but don’t splurge w
hen it comes
to dessert. They are all about supporting sm
aller businesses and local treats.
Upscale w
omen buying for their
families are alw
ays on the go, but care im
mensely about their
kids and providing the ideal “fam
ily experience”. They have enough m
oney to make organic
choices about
their fam
ily’s diet and look for labels that boast w
holesome ingredients
and no preservatives.
Gluten-free consum
ers are a specialty m
arket that often are dissatisfied w
ith the tasteless desserts that m
any companies
provide them
w
ith. These
struggling individuals are often on the lookout for tasty treats that you can’t even tell are gluten free. O
nce they find this perfect snack, they are loyal to the brand that takes the tim
e to create a hom
emade taste
that caters to their needs.
Ham
ptonitesFoodies
Gluten Free
Consum
ersU
pscaleW
omen
Campaign Strategy
12
The main challenge w
e are trying to overcome in this cam
paign is the lack of widescale brand
awareness for Tate’s Bake Shop. W
hile many people w
ho are familiar w
ith the Tate’s brand love their products, there is a large group of people w
ithin our target market that don’t even know
that Tate’s exists. W
e hope that through this campaign, Tate’s w
ill not only become a recognizable
brand, but the go-to cookie brand for consumers.
Problem
Through creating a consumer-oriented slogan, “It’s O
ur Little Secret,” we w
ill be able to build a personal connection and relationship betw
een the consumer and our products. This w
ill help increase both brand aw
areness and brand loyalty.
Key Insight
From this cam
paign we hope our audience w
ill have increased awareness of the Tate’s brand
as well as w
hat the company believes in; ultim
ately we w
ant our audience to select Tate’s when
they are in need of a baked goods product.
Brand Message Solution
Creative Strategy
Creative Strategy
A
rt Direction
Copyw
riting
Tate’s Bake Shop prides itself on providing the perfect homem
ade cookie fix for its customers. It all began in 1970 w
hen Kathleen King, only 11 at the tim
e, decided to sell her fresh cookies outside her family hom
e. Since then it has grown into a successful, internationally recognized
company based in the charm
ing Southampton area. C
AM
PP Creative w
ants to work for Tate’s to design a cam
paign tailored to the 25-4
9 year old fem
ale audience. We w
ant to attract more consum
ers and increase awareness through an engaging cam
paign. We hope that
through our brand activation strategies and advertisements w
e will be able to show
off the comfortable and approachable persona of
Tate’s Bake Shop and make it clear to consum
ers that Tate’s is the go-to dessert company. To m
eet these goals we are im
plementing our
campaign in a personal and applicable fashion w
ith our slogan, “It’s our little secret”.
To emphasize the Tate’s Bake Shop brand and ensure that consum
ers are creating a mem
orable connection between the ad/brand
activation and the Tate’s brand, we have consistently used the Tate’s green in all of the advertisem
ents so that when consum
ers see that color, their m
ind automatically translates it to Tate’s cookies. Furtherm
ore, we used the Tate’s font that looks like a sketched in serif in all
of the ads and brand activations. Again, this helps consum
ers to remem
ber Tate’s as a brand better since brand awareness is one of the
primary issues for the com
pany.
Due to the fact that brand aw
areness on a national level is an issue for Tate’s Bake Shop, we found that the m
ost effective way to gain
consumer attention w
ould be to establish a more personal connection w
ith our target market. W
e did this through our body copy and creative slogan, “It’s our little secret.” O
ur body copy reflects real life situations that many consum
ers can relate to, strengthening its relevance. In the slogan, w
e use “our” to establish the connection between brand and consum
er, creating the idea that Tate’s and the individual buying the product are in on the secret together, also im
plying that they are the only ones who know
about the secret.
14
25-54
Online &
Transit Executions
16 Online Rich M
edia Banner Ad
Bus Shelter Lenticular Ad
Transit ads will
feature a lenticular design, w
here the im
age appears to sw
itch as viewers
pass by.
Interactive online ads w
ill allow users
to open the oven to reveal a coupon that
will direct them
to the Tate’s w
ebsite.
Video Execution & Creative Testing
Our com
mercial starts w
ith a wom
an opening up the oven in dism
ay to see that she has burnt all of her cookies. Know
ing that she has com
pany coming over, she starts to panic.
After receiving a call from
her friends, she realizes that she does not have a lot of tim
e before they arrive. Not w
anting to disappoint her friends, the w
oman runs to the store and
buys a bag of Tate’s cookies. After her friends
have tried the cookies, they complim
ent the w
oman on her cooking skills and ask w
hat her secret recipe is. Not w
anting to reveal her secret, the w
oman says that it is a fam
ily secret. A
t the end of the comm
ercial, the cam
era focuses on the bag of Tate’s cookies and the voiceover says “Tate’s C
ookies, it’s our little secret”.
60-second TV C
omm
ercial
We conducted creative pre-tesing of our ads w
ith wom
en in our target market. W
e received mostly positive results about our
ads, and many w
omen expressed that our ads w
ould make them
more inclined to look for or buy the Tate’s Bake Shop brand in
the future. We used the responses from
participants to revise and improve our ads, particularly the m
agazine ads. We changed
an earlier idea of the “passing down the fam
ily recipe” to the current, “Nana’s cookies” concept. The visuals used in the original ad w
ere unclear and took away from
the message, so w
e adjusted the ad to make it m
ore on-brand and consistent with our
campaign. O
verall, though, wom
en in our target market did express interest in Tate’s if they had not previously know
n about the brand (increasing brand aw
areness), and those who w
ere familiar w
ith Tate’s said they liked the ads and would continue
to buy the products (increasing brand loyalty).
Creative Testing
17
https://ww
w.youtube.com
/watch?v=zrgO
pmZj0ys
Media O
bjectives & Strategies
Media O
bjectivesTarget M
arket – Our target m
arket consists of upscale and sophisticated wom
en aged 25-54 however this cam
paign focused on a subgroup of w
omen w
ithin that demographic aged 30-40. W
ithin this target market w
e have four primary m
arkets. By creating these four subgroups, we
are able to cater our ads specifically to these individuals who lead a variety of different lives but all have the sam
e need of a, what w
e refer to as, “adult cookie” that tastes hom
emade. O
ur secondary market consists of individuals 25-54 w
ho aren’t necessarily in the market for cookies,
but would fit them
into their shopping list if they’re health-conscious or trendy enough.
Geogaphic Placem
ent – Our advertisem
ents will be placed prim
arily in the northeast due to the fact that this is where the m
ajority of consum
ers are aware of and by the product. How
ever, Tate’s is a national brand so we did place ads nationally to capture the attention of
untapped cookie markets.
Message W
eight – Due to the fact that Tate’s began in the northeast and the majority of our consum
ers purchasing our products are from this
area, we decided to heavy up m
arketing in this region.
Media Strategies
Reach & Frequency – For this campaign, w
e wish to achieve an effective reach of 80%
and an effective frequency of 4.
Continuity – W
e will be using pulsing advertising throughout our cam
paign, meaning w
e will have a consistent level of advertisem
ents throughout the year, but w
e will increase our advertising during select m
onths that we believe Tate’s w
ould benefit from. W
e have decided to heavy up during the holidays it is a busy tim
e of year and many w
omen in our target m
arket do not have the time to create additional treats. W
e will also
increase ads during the back-to-school season, we are able to capture w
omen w
ho have families and other people they m
ust buy for and they are looking for any easy and convenient snack.
Media Dim
mensions
Print: (3) 8.5” x 11” 4 color magazine ads w
ith bleedO
nline: (2) 180 x 150 square sponsored post, (1) 240 x 400 promoted pin,
(1) 468 x 60 banner ad, (1) branded content piece
Television: (1) 60 second comm
ercial
Transit: (1) 48” x 69” lenticular poster18
Media M
ix: Magazines
19
Food Netw
ork Magazine
Food Network M
agazine is a print and digital publication focused on cooking and entertainment. This publication helps
us reach our “upscale wom
en” demographic w
ho are also interested in entertainment am
ong a variety of other things. By placing our ad in the Food Netw
ork Magazine w
e’ll be reaching out to the wom
en who w
ill appreciate the quality of Tate’s. (C
irculation: 1,758,279)
Better Hom
es & G
ardensBetter Hom
es & G
ardens is a print publication, aimed at fem
ale readers, providing them w
ith information on in-hom
e projects, recipes, and ideas for those interested in entertaining. This publication serves as a great platform
for our brand w
ith roughly 80% of readers being fem
ale. Having our ad in Better Homes &
Gardens w
ill inspire people to include Tate’s in their next entertaining endeavor or they’ll note it as an alternative to baking if they’re in a hurry. (C
irculation: 7,627,739)
ElleElle is a fashion m
agazine made for the everyday fashionista to further drive our m
essage to the “upscale wom
en” dem
ographic that is key to our campaign. W
e would place our ad in Elle specifically so w
e could reach the wom
en w
ho aren’t always focused on baking as com
pared to our other magazine vehicles. (C
irculation: 1,113,166)
Gluten-Free Living
Gluten-Free Living is a m
agazine dedicated to providing readers information regarding a gluten free lifestyle. To
reach our gluten-free consumer base w
e decided to go with a publication designed just for them
.(C
irculation: 155,000)
Media M
ix: Online
InstagramInstagram
is a site actively visited by our target audience. Users here are 60%
female and 87%
are within
the age range of 18-49, according to the Pew Research C
enter. Including our sponsored ad here is a great addition to our ad cam
paign because we are guaranteed view
s from potential consum
ers.
PinterestPinterest is the site for fashionistas and foodies alike, but m
ore importantly, a w
ebsite where 93%
of its content comes from
w
omen and 45%
of all wom
en on the internet use it. Even though most food-related pins are recipes, Pinterest integrates
advertisements as pins, putting Tate’s right in the m
ix with user-generated content and one click aw
ay from a purchase.
Serious EatsSerious Eats is a one-stop shop for foodies that include recipes, tips, food history, and even a gift guide section. The clean layout and intuitive user experience m
akes it friendly and accessible to 19 million m
onthly visitors, and it even has tips for host gifts, a perfect spot to rem
ind Serious Eats visitors that Tate’s is a great option for any party dessert.
FacebookFacebook is the m
ost popular social networking site in Am
erica. According to the Pew Research C
enter, 62% of Facebook users
are female and 65%
of users fall between the ages of 18-49. Facebook is a critical channel in w
hich to reach our audience due to the users present on the site. By introducing a sponsored post w
e will be able to reach a large portion of our target m
arket.
BuzzfeedBuzzfeed’s content typically includes sponsors, but integrates the content in a fun and alm
ost seamless w
ay w
ith quizzes, recipes, and videos that engage users past simple aw
areness. Through multiple branded contnent
pieces, we w
ill be able to create a deeper connection between our brand and consum
ers.
20
Media M
ix: TransitSan Francisco, C
AEven though San Francisco’s M
uni has only 1,000 vehicles, its diverse selection includes buses, trolleys, light rails, and cable cars helps us let passengers know
about Tate’s in every nook and cranny of San Fran.
New
York, NY
As public transit goes, the New
York City Transit A
uthority has the biggest operation in the world, serving m
ore than 666 million
people with 4
,373 buses, which m
eans thousands of bus shelters. Even though this is not a narrowly targeted m
arket, many
people will be exposed to and influenced by their w
ait or walk-by.
Baltimore, M
DThe M
aryland Transit Authority provides local bus routes as w
ell as bus routes to the city of Baltimore, m
eaning that we are reaching
both an urban and suburban audience with these placem
ents.
Chicago, IL
The Chicago Transit Authority m
anages a large system of trains and buses, m
aking about 25,000 bus trips a day and scooping up passengers at alm
ost 12,000 bus shelters. Chicago is the biggest m
etropolitan area in the American M
idwest, w
hich will help us reach those far from
the Ham
ptons who have never heard of Tate’s.
Houston, TX
For our southern demographic, the Houston M
ETRO has both neighborhood and city services that w
ill show our m
essage to a variety of people on w
ho are on the go in downtow
n Houston or on their way hom
e in the suburbs.
Los Angeles, C
AW
ith 15,967 bus stops across the entire Los Angeles metropolitan area, w
e are counting on this system to provide m
any of its residents, especially those close to the w
ealthier neighborhoods of San Marino and Santa M
onica, with inform
ation about Tate’s on their way to w
ork or shopping.21
Media M
ix: Television
22 Fixer Upper (H
GTV
)HG
TV is a channel full of how-to shows based around the idea of home im
provement. W
e chose to place are ad on this channel because of the audience and dedication to the shows on air. Lots of the shows have a fanbase that fits perfectly into our dem
ographic. Specifically, we would like our ad to air on the show “Fixer Upper”. This show has over 5 million total viewers who
are dedicated to improving their houses and actively seeking inspiration. Tate’s is the perfect product for this type of individual.
Top Chef (Bravo)
Bravo
is an e
nterta
inme
nt channe
l com
mo
nly wa
tched
by w
om
en in o
ur key d
em
og
rap
hic. With a
show
like
“Top
Che
f” we
will b
e a
ble
to g
et to
our “fo
od
ie” ta
rge
t ma
rket w
hich isn’t rea
lly targ
ete
d in o
ur othe
r te
levisio
n choice
s. An a
d in this sho
w w
ill de
mo
nstrate
how
Tate
’s is just as g
rea
t an a
ctual ho
me
ma
de
d
esse
rt.
How
To Get A
way W
ith Murder (A
BC)
The ABC
network is a often seen by w
omen indulging in “guilty pleasures” w
ith dramas that keep them
at the edge of their seat. The netw
ork is known for their w
ide variety of appealing shows. A
show such as
“How To G
et Away W
ith Murder” is a great tim
e and place for our company to broadcast Tate’s m
essage to the audience w
hile they’ll need a comforting snack on a channel they trust.
This Is Us (N
BC)
The NBC netw
ork is, again, highly viewed by the key dem
ographic of our ad campaign. V
iewers w
atching the show
“This is Us” are interested in em
otional dramas. Typically in this state people turn to com
fort food, m
aking Tate’s the perfect purchase.
Media Schedule &
Budget
23
JanuaryFebruary
March
April
May
JuneJuly
August
Septem
berO
ctober N
ovember
Decem
berW
eeks1 2 3 4
1 2 3 41 2 3 4
1 2 3 41 2 3 4
1 2 3 41 2 3 4
1 2 3 41 2 3 4
1 2 3 41 2 3 4
1 2 3 4
Magazine
# of IssuesC
ost Total
Food Netw
ork Magazine
4$95,174
$380,696B
etter Hom
es & G
ardens3
$653,100$1,959,300
Elle
4$180,330
$721,320G
luten Free Living7
$3,168$22,176
Magazine Total
$3,083,492
TelevisionR
ating PointsC
PPTotal
HG
TV (Fixer U
pper)25
$30,000$750,000
Bravo (Top C
hef)22
$30,000$660,000
AB
C (H
ow to G
et Aw
ay with M
urder)30
$30,000$900,000
NB
C (This Is U
s)56
$30,000$1,680,000
Television Total$3,990,000
Transit (Bus Shelters)
# of Days
Cost Per D
ayTotal
San Francisco
30$2,594
$77,832N
YC
30$25,590
$767,700B
altimore
30$1,860
$55,800C
hicago30
$8,115$243,450
Houston
30$6,909
$207,270Los A
ngeles30
$11,400$342,000
Transit Total$1,694,052
InternetR
eachC
PMTotal
Instagram (sponsored post)
3,843,800$14
$107,626P
interest (promoted pin)
4,500,000$17
$153,000S
erious Eats (banner ad)
2,103,000$10
$105,150Facebook (sponsored post)
25,454,000$14
$2,138,136B
uzzfeed (branded content pieces)3,145,000
$100,000Internet Total
$2,603,912
Production Costs (5%
)$600,000
Total Cost
$11,971,456
Brand Activation
24
This point of purchase display will appear in superm
arkets and other locations that sell Tate’s during the w
inter holiday season. The poster added on top of the racks reinfores the “secret” concept, stating that Tate’s are so good, even M
rs. Claus passes
them off as her ow
n.
The “Secret Scents” line of cookie candles will be sold on the Tate’s
Bake Shop website. These candles create the arom
a of fresh baked cookies and com
e in discrete packaging, helping our customers
keep their secret. Whith Tate’s, entertaining is as easy as lighting a
candle and buying a bag of our signature crispy cookies.
Seasonal Point of Purchase Display
“Secret Scents” - Cookie C
andle
Brand Activation
25
The Secret Vending Machine
A green “vending m
achine” in the shape of a Tate’s cookie bag w
ill be placed in major
cities around the US. W
ith the contents hidden, consum
ers will be intirgued to find out w
hat’s inside. People w
ill be able to write one of
their secrets on a electronic tablet on the front m
achine. In return, they will recieve a free sam
ple of an individually w
rapped Tate’s cookie. After
the campaign ends, som
e of the secrets would
be revealed (anonymously) in conjunction w
ith the slogan “our biggest secrets.”
Brand Activation Tim
eline
Evaluation
26 CA
MPP’s objectives for Tate’s Bakeshop are to have increased audience com
prehension to 80%
, audience conviction to 60%, and a total sales increase of 12
% over the course of
one year. We w
ill do this by placing our advertising materials in the appropriate printed
circulations as well as interactive experiences throughout the year that w
ill encourage participation w
ith the brand. We plan for the cam
paign to kick-off strong in January, advertise less heavily in the sum
mer, and then ram
p back up for the holiday season. Our
goal is to have consistent, pulsing messaging along w
ith special advertising that will keep
Tate’s products in consumers’ m
inds when they’ll m
ost crave it.
Creative Brief
28
C r e a t i v e B r i e f
Tate’s Bakeshop, No. 111
Objectives Increase overall sales of Tate’s Bake Shop products by 12% w
ithin one year. Our campaign w
ill be deemed
successful is 80% comprehension is reached, along
with a conviction rate of 60%.
Target Market
We categorize our target m
arket for this campaign as
Sophisticated wom
en (35-54) – single wom
en buying for them
selves or mom
s buying for families that also
intersect w
ith the
“Hamptonites”
lifestyle of
consumers that can spend m
ore liberally. Advertising Problem
Even though Tate’s is know
n in the Northeastern region of the United States, it’s alm
ost unknown
throughout the rest of the country, even though it is offered in grocery stores nationw
ide. Our main goal
was to raise aw
areness of the cookie’s existence and help
audiences understand
why
this cookie
is superior to its com
petitors.
Underlying Emotional Need
Our sophisticated wom
en are busy – they are either balancing a job and a social life or a job, a social life, and a fam
ily. They want to be able to treat them
selves w
ith something sim
ple but unique, and Tate’s can offer them
a dessert that feel more special than a
pack of “junk food” cookies. These cookies have a hom
emade feel w
ithout the need to make them
. Key M
essage Tate’s Bakeshop provides products w
ith great ingredients and an unbeatable hom
emade taste w
hen you w
ant to feel a little fancier. M
andatories Tate’s Bakeshop Logo, Tate’s Packaging, Call to Action
Agency Profiles
29
Caroline
Anson
is a
current sophom
ore studying
Integrated Marketing C
omm
unication at Ithaca College.
She is from C
roton-on-Hudson, NY, enjoys anything
with sugar and opts for purchasing sw
eets since she is incapable of cooking or baking. O
nce she actually broke a m
icrowave w
hile attempting to m
elt chocolate at her day cam
p. C
aroline Anson
Agency Profiles
30
Rachel Cutsum
pas is a sophomore Integrated M
arketing C
omm
unication major at Ithaca C
ollege with a m
inor in C
omm
unication Managem
ent and Design. A
White Plains
native, Rachel has a passion for art, cooking, and DIY
projects. Rachel is an enthusiastic student leader and aspires to w
ork in the advertising industry in the future.Rachel C
utsumpas
Margaret M
owrer is a sophom
ore at Ithaca College
and she loves all things dessert. Hailing from Bethlehem
, PA
, occasional trips to The City w
ould result in a dozen M
agnolia’s Bakery cupcakes or cookies from C
arlo’s. Her fam
ily suffers from the excessive quantities of
her own baked goods, but m
ake a generous sacrifice just for her. In her free tim
e, she is a Spanish and Integrated
Marketing
Com
munications
major
and dabbles in paying a lot of m
oney for concert tickets.M
argaret Mow
ererM
argaret Mow
rer
Agency Profiles
31
Nicole Peter is a sophomore at Ithaca C
ollege studying Integrated M
arketing Com
munications w
ith a minor in
Graphic D
esign. She is from Rochester, NY
and enjoys the art of graphic design as w
ell as the art of baking (and eating) sw
eet treats, and exploring the outdoors. In the future, Nicole aspires to w
ork as an Art D
irector for an advertising agency.
Nicole Peter
Marissa Proulx is a sophom
ore Integrated Marketing
Com
munications
major
at Ithaca
College.
She lives
in M
iddlebury, C
T and
enjoys taking
a train
into New York to see a broadw
ay show. In her spare
time,
Marissa
enjoys film
ing, drawing,
and learning
new languages. A
fter graduation, Marissa plans on
working as an A
rt Director at an advertising agency.
Marissa Proulx
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