S.O.S.- Gather Around the Table Strategic Marketing Plan

Transcription

1 S.O.S.- Gather Around the Table Strategic Marketing Plan Insert Product Photograph Here Team#: MED 117

2 S.O.S. Key Marketing Challenges Increase awareness that childhood hunger is an issue in the US With one in six American children at risk of hunger, the nation is facing a pervasive problem Generate Share our Strength (S.O.S) awareness and educate consumers while encouraging donation Raise money to support Share Our Strength While awareness is key, donations drive the success of S.O.S. and increase its ability to help those in need Campaign must provide opportunities for consumers to contribute 2

3 S.O.S. Key Marketing Challenges (cont.) Set the Great American Dine Out apart from other dining weeks and encourage consumers to eat out at participating restaurants Other high profile restaurant weeks might cause consumer confusion S.O.S must stand out from the competition to provide valuable information and give consumers a compelling reason to dine out 3

4 Who is the S.O.S. Target? Gen X Parents Ages Media Usage - Heavier Magazine and Internet usage than general population - More likely to be light TV viewers Consumer Habits - Parents buy organic food, often just for kids - Moms shop for items/brands for entire family use - Moms make 80% of purchase decisions Values/Beliefs - Purchase products that give back - More likely to make donations, especially moms Source: SOS Media Brief, MRI 2006 Doublebase, Nielsen rankers 4

5 What Drives Gen X Parents? Conducted one-on-one interviews with Gen X parents Children influence parents decisions Organization is crucial for parents Leisure time spent interacting with children Short on Time Gen X Parents Parents give more willingly to children s charities Kids Come First Socially Aware 5

6 Key Insights Gen X parents are busy and try to keep their lives on schedule They are bombarded with messages and to-do lists, so S.O.S. must break through the clutter while providing a compelling reason for the target to get involved Therefore, it is essential to HIT THEM EARLY, HIT THEM OFTEN! Reach out to target early before meals are planned for Great American Dine Out Week Create a multi-faceted campaign to drive decision making Reinforce the message at multiple touch points 6

7 The Big Idea Gather around the table with S.O.S. Provide Gen X parents an opportunity to reconnect with friends and family Make it easy for them to get involved Establish S.O.S. as an authority on family health and nutrition to drive future communications while fostering ongoing relationships 7

8 S.O.S. Marketing Solutions Align with strategic partners to deliver message Fewer, bigger, better to deliver greatest impact Food Network family sweeps with celebrity chef payoff will drive participation Hit audience at multiple touch points to reinforce message and encourage participation Deliver via in-classroom learning, television, print, guerilla marketing, supermarket presence, online, interactive widgets, mobile and in-restaurant promotion Provide repeated opportunities to bring families together around food 8

9 S.O.S. Marketing Solutions (cont.) Break through the clutter, drive participation and maintain an on-going relationship Target requires planning window earlier the better Provide tools to simplify reservation process and manage group invitations Engage in future communications via /branded websites Establish opportunities for parent and child to interact in a positive, learning environment Educational TV with specific nutrition focused assignments allows students to engage parents Online communities with cooking with kids videos, trivia games and recipes gets families cooking and eating together 9

10 Marketing Timeline 1 Create 2 Drive to 3 On-Going Awareness Dine Out Support In-School integrations On-air presence Targeted print Digital branded communities Online banners Supermarket TV Branded on-air interstitials Reservation widgets Print reminder execution Online banners in foodie communities Mobile calendar reminder Guerilla OOH In restaurant program Celeb chef sweepstakes payoff and on-air coverage communications SMS text follow-ups 10

11 Broadcast Delivers High Reach Program Elements 4-week paid advertising schedule on Food Network Sweepstakes for on-air celebrity chef personal cooking demo Tagged tune-ins driving to sponsored week, including S.O.S. website call-out Branded interstitials Celeb chefs share favorite family food memories Facts and statistics on family meal time and childhood hunger Rationale High reach opportunity against key audience Multiple touch points with digital extension Key Partners Budget $500K Media Commitment 11

12 In-School Programs Engage Families Program Elements Channel One units to air on Middle School network (3X/week) Bonus teacher program incorporates S.O.S. message into lesson plan /assignments Rationale Children impact parents purchasing decisions Engage parents through participation Key Partners Alloy Elementary School Knowledge Centers to focus on nutrition and family meals Teacher lesson plans, assignments, handouts Budget $150K Media Commitment 12

13 Creative Print/OOH Grabs Attention Program Elements Focus on parenting and female publications Ad with peel-off stickers to place on calendars for Great American Dine Out Week Guerilla marketers distribute post-it GADO reminders in key locations (cars in park, playground or supermarket parking lots) Messaging reminds recipient to call friends to invite out Rationale Gen X parents are heavy consumers of magazines Unique executions break through clutter and leave lasting impression Key Partners Budget $425K Print Media Commitment $85K Guerilla Media Commitment 13

14 Supermarket TV Keeps Food Top-of-Mind Program Elements :30 units on supermarket TVs in top 20 markets for four weeks S.O.S. fact vignettes with drive to GADO event promos Sponsored recipes provide quick solutions for easy family meals Rationale Targeted reach of Gen X parents while focus is on food Captive audience Key Partners Budget $175K Media Commitment 14

15 Digital Communities Drive Engagement Program Elements Custom roadblocks/ interstitials drive to website Encourage family mealtime with meal schedules, downloadable shopping lists and nutritious recipes Rationale Maintains parent / child connection Drives interest among influencers Key Partners Cooking with Kids videos S.O.S editorials/newsletters Branded sponsorship of online community city guides focus on restaurant review sections Budget $485K Media Commitment 15

16 Widgets & Mobile Facilitate Participation Program Elements Widgets run on key publishers, partners, and SOS website Mobile SMS follow-up for reservation information and postevent sweeps entry code Key Partners Budget $100K Media Commitment Rationale Simplifies reservation process and encourages engagement Make Your Reservation Invite Friends Add to Calendar Trivia Challenge ENTER SWEEPS for Live On-Air Cooking Demo with Your Family 16

17 On-Site and Beyond: Maintain Connections At Restaurant Elements Postcards with S.O.S. info and perforated donation tabs distributed with checks at participating restaurants Diners pull off desired tab and hand to server to add to bill Rationale Streamlines donation process Staff involvement and overall simplicity deliver results Budget Post Week Elements Follow-up SMS/ s to opt-ins Live on-air celebrity cooking demo yields video footage for future programs Rationale Establish SOS as authority on food and families $80K Media Commitment 17

18 Budget Breakout 18

19 Marketing Flowchart 19