Download - 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

13

It’s O

ur L

Itt

Le s

ec

ret

The Big Idea

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

Print Executions

15

Full Page, 4-Color M

agazine Advertisem

ents

It’s O

ur L

Itt

Le s

ec

ret

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


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


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.

Appendices

27

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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