Download Media Plan - Alyssa Bordelon

Media Plan
by
Executive Summary
Situation Analysis
Index
Brand History
Past Advertising
Marketing Problem/PLC
BDI & CDI
Market Share Report
Advertising Expenditure
Breyers
Dreyer’s/Edy’s
Häagen-Dazs
Blue Bell
SOV
Media Mix
Marketing Strategy
SWOT Analysis
Blue Bell
Competitors
Marketing/Advertising Objectives
Target Selection
Media Objectives, Strategies,
& Tactics
Media Objectives
Target Coverage & Media Budget
Regionality, Seasonality, & Scheduling
Media Quintile Analysis
Budget Constraints
Media Vehicle Selection
Media Mix
Advertising Flowchart
Creative Strategy
Creative Concept/Sample Ad
Promotion Strategy
& IMC Efforts
Integrated Marketing Campaign
IMC Examples
Copy Test/Evaluation
Evaluation
Referneces
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Situation Analysis
Marketing Strategy
Blue Bell Creameries has become one of the largest-selling
ice cream brands in the United States. Their in-house advertising has produced traditional concepts tying to southern
loyalty. Blue Bell Ice Cream is third in market share after
Breyers and Dreyer’s/Edy’s. Blue Bell has high BDI in the
South because it is only sold in 22 states, and a vast majority
of advertising efforts are placed on local TV spots.
Blue Bell is one of the top ice cream brands in the country beyond its limitations, such as a limited social media
presence and only selling to 22 states. The goal of this
plan is to set clear objectives that can be achieved
within a year. Increasing market share, sales, social
media presence and brand awareness are necessary
steps to follow. Our target audience, adults with children, will experience new ways of seeing Blue Bell.
Media Objectives, Strategies
and Tactics
Using traditional and online advertising will increase the
success rate of a lasting legacy. We will focus our advertising
efforts in 22 southern states with different frequency and
reach weights throughout seasons using pulsing. Blue Bell
currently uses local TV spots as their major form of advertising. We will use spot TV, spot radio, outdoor and the Internet
to meet our advertising efforts. The quintiles for TV, radio and
Internet are high and give an opportunity to meet advertising
and marketing objectives for the fusion of different media to
achieve goals.
Creative Strategy
Blue Bell Ice Cream, a family brand upholding traditional values, has achieved great concepts and gained
loyalty. Blue Bell’s signature style has made it into
what it is today, and we are not going to change that.
Our mission is to engage audiences in a new and
exciting way, while still providing the comfort of this
long-established brand.
Promotion Strategy
and IMC Efforts
Copy Test/Evaluation
Blue Bell Ice Cream has to adapt to rapid changing technology. Through coupons and social media photo contests,
Blue Bell will attract attention in a diverse way. Diverging
from a completely traditional focus will grasp the attention
of an audience otherwise obscure to Blue Bell.
We will assess social media analytics and trial runs paired
with tracking of sales volume and share to test the success
of the campaigns and dictate the effectiveness of the
plan. Research will also be conducted to test the efficiency
and effectiveness of our outdoor advertising.
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Brand History
Blue Bell Creameries, a limited partnership with headquarters in the rural town of Brenham,
Texas, began in 1907 as a Washington County dairy farmers’ cooperative with the name of
Brenham Creameries. The founders converted an abandoned cotton gin into a creamery
making butter from the excess cream. Ice cream production began in 1911. The company
name was adopted in 1930, and it comes from a Texas native wildflower. Now it is the thirdlargest ice cream maker with 250 products and 45 flavors available across the South.
6
Past Advertising
Blue Bell Ice Cream has always advertised in-house and has created well-known concepts on television as well as popular radio jingles.
Print Ad
“The best ice cream in the country” print ad
was depicted with the best-selling product
Homemade Vanilla. The phrase was later used
in many different radio and TV spots.
TV Spot
“The First Taste” television ad described the
many first memorable events in life, like your first
day of school, your first love and your first taste
of Blue Bell Ice Cream. The TV spot included the
phrase “the best ice cream in the country” and
depicted scenes of cows running through pasture and people delighting in the taste of Blue
Bell Ice Cream.
7
Marketing Problem
Although Blue Bell Creameries only sell
their product in 22 states, it falls third in
market share at 6.6%. Its primary competitors, Breyers, with a market share of
11.5% and Dreyer’s/Edy’s, with a market
share of 7.4%, lead the market by a small
margin with Häagen-Dazs only slightly
trailing behind with a market share of
6.4%. Blue Bell needs to differentiate
itself as a comfort brand with strong
family values. How can Blue Bell outshine
the competition to dominate the market
in its target geographic area?
Product Life Cycle
Blue Bell Creameries has been around for 102
years and stayed a strong and prominent
company, despite the fact that their product is
only sold regionally in the South. The ice
cream brand would be considered in the maturity cycle. Blue Bell has a continuous flow of
sales and has reached its peak growth with
different products and flavors.
8
BDI & CDI
Map 1 indicates the BDI and CDI for Blue Bell. According to our Simmons OneView research, ice cream does not
have high category indexes across the United States. Blue Bell has low indexes in the Northeast, Midwest and West
regions since it is only sold in 22 southern states. Blue Bell does, however, have an extremely high index in the
South, with the population being 142% more likely to buy Blue Bell brand ice cream. For this reason the southern
region should be our only target audience.
MAP 1
BDI: 20
CDI: 99
BDI: 31
CDI: 102
BDI: 4
CDI: 101
BDI: 242
CDI: 99
9
Market Share Report
As seen in Figure 1, Private Label ice
cream brands dominate the market.
However, our main competitors are
Breyers, Dreyer’s/Edy’s and HäagenDazs, all within a very close market
share range. Blue Bell serves as the
third largest in the market with 6.6%
market share, even though the brand
is only sold in 22 states.
FIGURE 1
Private Label
Breyers
11.5%
24.9%
7.4%
6.4%
Dreyer’s/Edy’s
6.6%
Blue Bell
10
Häagen-Dazs
Advertising Expenditure (000)
Breyers
Dreyer’s/Edy’s
As shown in Figure 2, Breyers has a very large
advertising budget and spends most of it on
magazines. They diversify the rest of their
budget by spending large portions on syndication, cable TV, and network TV, as well as
small parts in spot TV and magazines.
As shown in Figure 3, Dreyer’s/Edy’s
spends their advertising budget mostly
on spot TV, but also uses almost 20% of
their budget on magazines. They also
allocate a small amount to newspapers.
Cable TV
Magazines
$3,584
$535.3
$2,325.8
$2,325.8
Syndication
$53.1
Spot TV
$6,576.5
$3,584
Magazines
$1,197.5
Spot TV
$3.9
Newspapers
$1,701.2
$1,701.2
Network TV
$769.3
Spot Magazine
FIGURE 2
FIGURE 3
11
Häagen-Dazs
As shown in Figure 4, Häagen-Dazs
spends their entire advertising budget on
print, mainly focusing on magazines.
They also allocate a small part of their
budget to national and local newspapers.
$16.6
Newspaper
$173.6
Natl. Newspaper
Blue Bell
As shown in Figure 5, Blue Bell spends the vast
majority of their budget on spot TV. A small
amount is allocated to outdoor advertising,
and only $1,000 is spent on newspapers.
$1
Newspaper
$72
Outdoor
Spot TV
Magazines
$4,264.9
$4,418.5
FIGURE 4
FIGURE 5
12
SOV (%)
As shown in Figure 6, Breyers has the largest SOV in Sunday magazines, network TV, syndication and
cable. Dreyer’s/Edy’s does not have a high SOV in any category. Häagen-Dazs has the highest SOV in
newspapers. Blue Bell leads in spot TV and outdoor advertising. We plan to continue having the largest
SOV in spot TV and outdoor, but also increase advertising in radio - an untapped medium.
100
100
40
100
100
0
0 0
0
0 0
0
0 0
77.94
37.48
21.12
19.02
4.70
FIGURE 6
100
57.80
20
0
100
80.98
80
60
100
.0088
0
Magazines
0
0
0
0
0
0 0
0
0 0
4.43
Sunday Newspapers Natl.
Network
Magazine
Newspaper
TV
Breyers
Dreyer’s/Edy’s
0
Spot TV
Häagen-Dazs
Syndication Cable
Blue Bell
Outdoor
Media Mix (%)
As shown in Figure 7, Breyers uses a diverse range of media in their advertising. The only medium they do
not use is outdoor advertising. Dreyer’s/Edy’s stick to mostly magazine and spot TV for their advertising.
Häagen-Dazs uses almost all of their advertising budget on magazines, with a small portion going to
national and local newspapers. Blue Bell spends nearly their entire budget - 98% - on spot TV advertising.
100
95.72
98.37
48.83
43.46
80
60
40
20
23.88
19.43
15.50
11.34
0
FIGURE 7
0 5.13
00
.022
Magazines
.37.14
0 0
3.90
00 0
0 00
Sunday Newspapers Natl.
Network
Magazine
Newspaper
TV
Breyers
Dreyer’s/Edy’s
.35
0
Spot TV
Häagen-Dazs
0 00
0
0 0
Syndication
Cable
Blue Bell
1.60
0
00
Outdoor
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SWOT Analysis
Strengths
Weaknesses
Southern Loyalty
Advertising
Although Blue Bell Ice Cream is only sold
in 22 states in the southern region, they are
third highest in market share. This is
because the South is a very loyal customer
base. Adults in the South are 142% more
likely to eat Blue Bell Ice Cream than the
rest of the population. There is a very
strong and stable market in the states Blue
Bell does sell in.
Blue Bell does all of its advertising
in-house. They have worked for years to
create a country image for Blue Bell, but
lack in keeping this image through an integrated marketing campaign. Blue Bell has
also not had a new advertising campaign
in several years. They have not adapted
the company to make good use of social
media, which is critical in today’s society.
64oz.Containers
Sold in 22 States
Because of the increased price of milk,
many of Blue Bell’s competitors decreased
the size of their containers to 48 oz. Blue
Bell, however, kept their container size at
64 oz. appealing to their target audience of
homemakers and adults with large families.
Though Blue Bell does have a strong presence in the states they sell in, they only sell
in 22 states. All of their main competitors
sell their product across the United States.
Blue Bell can’t increase their sales reach,
and thus they cannot vastly increase their
market share to become number one in the
market.
16
Opportunities
Threats
Expand Market
Private Label
Blue Bell is already working on expanding product sales to close states it thrives
in. This gives the company the opportunity to increase sales, brand awareness,
and brand loyalty in other states. This all
leads to Blue Bell becoming first in ice
cream market share.
Since the recession began in 2008, our
target
audience-homemakers
and
families-have turned to Private Label, or
generic, brands to save money. This
increase in sales has caused Private
Label market share to skyrocket to the
number one spot. Private Label brands
serve a major threat since they share the
same target audience as Blue Bell and
continue to dominate in market share.
Social Media
Media Presence
Blue Bell has almost no social media presence. This is a good opportunity to use
the right strategies and tactics to create
that lasting fan base on the Internet.
Through social media, they will be able to
connect and engage with customers in a
way that a family brand, like Blue Bell,
should.
Though Blue Bell has the opportunity to
increase their brand through social
media, many of their top competitors
have already done this very successfully.
Not only do they have a strong social
media presence, but they have integrated campaigns across platforms that
have gained strong followings from their
target that Blue Bell lacks.
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Strengths
Weaknesses
Breyers
Dreyer’s/
Edys’
Häagen-Dazs
Top brand in the US
Distribution reaches
70% of US households
Available in 80 countries worldwide
Bought Haagen-Dazs
in 2004
Interactive social
media
Social media is split
between both names;
there are two pages for
every platform posting
the same content
Low market share in
the US
Strong social media
interaction
Negative customer
feedback on social
media due to costcutting practices
Opportunities
Appeal to the healthoriented market with
their less fattening
“frozen dairy desserts”
Manufacture ice
cream for gourmet
brands Starbucks
and Godiva
Threats
Products are called
“frozen dairy desserts”
because they don’t
contain enough milk to
be considered ice cream
Reduced their half
gallon size twice
since 2002
Net sales in 2012
increased by 16%
Narrow target audience – young, rich,
stylish females
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Marketing Objectives
Advertising Objectives
Increase Market Share
Increase Social Media
Our major competitor, Breyers, surpasses
Blue Bell’s market share by 4.9%. Our goal
is to dominate our target market in the
South to ultimately increase our market
share by 5% and become the number one
ice cream brand in the United States.
Blue Bell is a familiar name in many
households, but our goal is to make
Blue Bell part of the conversation on
social media platforms as well. Our
goal is to increase social media presence by at least 60% to keep up with
our competitors.
Increase Sales
Increase Brand Awareness
By implementing multiple new advertising platforms, we plan to further reach
our target audience and increase sales
among homemakers and adults with
families by up to 20%.
We hope to strengthen brand awareness in
order to persuade new prospective customers to choose Blue Bell over our major
competitors. Our goal is to reach up to
20% more of our target audience and
encourage them to make the switch to
Blue Bell.
19
Target Selection
Adults with Children
FIGURE 8
160
140
134
120
136
134
120
117
107
100
161
112
109
97
96
94
Two
10-17
3 or More
10-17
One
10-17
3 or More
6-17
Two
6-17
One
6-17
Two
12-17
One
12-17
Two
6-11
One
6-11
Two
Under 6
0
One
Under 6
80
As shown in Figure 8, adults with children of various ages have high indexes
and are more likely to eat Blue Bell Ice
Cream across the board. Homemakers,
or possibly stay-at-home moms, are
29% more likely to eat Blue Bell Ice
Cream, and adults who are married are
11% more likely to eat Blue Bell. Adults
with 5 or more people in the household
are 15% more likely to eat Blue Bell. We
can assume that people of these demographics are part of large families and
are our target audience. Our target is
2% more likely to frequently eat sweets
and 4% more likely to say that there is
nothing wrong with indulging in fattening foods. They are 5% more likely to be
swayed by coupons and 4% more likely
to pay attention to commercials. They
are 5% more likely to remember advertised products when shopping. Adults
with chidlren are 31% more likely to use
advertisements to help them choose
products to buy for their children.
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Media Objectives
It is time for Blue Bell to break the barrier and
reach its target audience through a medium
they trust - Internet. We will use integrated marketing campaigns through social media to
increase our internet presence and brand
awareness, as well as increase our reach to new
prosepctive costumers. This will also maintain
brand loyalty by allowing fans to connect with
us through social media and reap the benefits
of loving Blue Bell ice cream through coupons
and recipes.
Though we plan to introduce this new medium
to the brand, we will also continue to use the
advertising that has worked for them in the past
- spot TV and outdoor. We will make campaigns
more cohesive while still capturing the traditional values that reflect our brand and continue the long lasting legacy that our customers
know and love. We will also be taking advantage of spot radio advertising, since it is a
medium that our target audience frequents and
trusts, but is still untouched by our competitors.
Overall Target Coverage
Overall Media Budget
The overall coverage we plan to achieve is a reach
of 80% of our target audience. The target audience will have an average frequency of 5. Blue Bell
Ice Cream has a satisfactory situation in the market
place. It is one of the market leaders, and it is the
best-selling ice cream brand in the South. The
marketing and advertising efforts will be placed in
the 22 states in which Blue Bell Ice Cream is sold
with a focus on our target audience: families. A
defensive strategy is appropriate because we are
focusing on markets where we have strong brand
sales to avoid risk and maximize our potential.
Blue Bell Ice Cream has been successful in
expressing their content with traditional media,
but online advertising is inadequate. There is not
enough presence online and by succeeding in
this endeavor we would increase the overall
reach with the blending of different media. We
propose to increase the budget by 5% to help
reach a greater audience online through various
social media platforms. We would also like to
increase spot radio advertising to become the
leader in Share of Voice for this medium. The
quintiles and psychographics for both Internet
and radio advertising are high, so increasing
advertising in these areas while still keeping our
highest Share of Voice in TV spots will greatly
increase awareness and presence.
Regionality
Seasonality
Our focus for regionality is 22 states in the
southern region. Our target audience and
consumers are located in the South since
this is the only area Blue Bell sells their
product. At this moment, expanding to
northern states is not a viable option and
not the main goal. Our entire advertising
budget will be allocated toward the
southern region.
Our media plan will carry different reach,
frequency, ad weights and ad budget allocation for different seasons because not all
seasons have the same amount of sales.
There are peaks during the summer and
during holidays, and there is a decline at the
beginning of the new year because of New
Year’s resolutions. Our reach and frequency
will be divided in three sections with the
months of summer being the highest with a
reach of 80% and a frequency of 5. Most of
the ad weight and budget allocation will go
to these months.
Scheduling
Ice cream is a product that sells throughout
the year with peaks and declines depending
on the season. We will use pulsing so there
can be a continuous advertising schedule
within the year with concentrated bursts
during high seasons. The season with the
biggest burst is the summer. It will also
include our highest reach and frequency
efforts.
24
“Blue Bell Country”
Media Quintile Analysis
Radio
In radio, our target audience has high quintile rankings and very positive responses to radio in psychographic questions. Adults with children are in the top 20% of adults who listen to radio while driving
and are 21% more likely to see ads on the radio. They are 8% more likely to listen to the radio from
6AM-10AM and 6% more likely to listen to the radio from 3PM-7PM. They are 5% more likely to always
listen to the radio in a car and 6% more likely to use the radio to keep informed and get quick news
updates. It is safe to assume that they are listening to the radio as they are driving their children to and
from school or driving to and from work.
Internet
Internet quintile rankings for our target audience are extremely high. Adults with children are in the top
20% of Internet users and are 41% more likely to be active on the Internet at home. Our target is 19%
more likely to use social media and 8% more likely to purchase products if it is recommended on social
media. We can assume that these women may be stay-at-home moms who are active on social media
and mommy blogs to stay up-to-date on all the latest parenting trends. They trust online sharing sites
and rely on their friends and word-of-mouth for purchasing decisions.
25
Television
The top 20% of prime time television watchers are 9% more likely to have children and the top 40% of
early and late fringe TV watchers are 27% more likely to have children. Adults with children are 7% more
likely to watch the local news at these times as well. We can assume that they are watching television as
they get home with their children from school and watch the news as they are preparing dinner for their
family.
Outdoor
Outdoor advertising quintile rankings are just average. The top 60% to notice outdoor advertising are
8% more likely to have children. From our radio information, we can assume that our target are travelers
that would be on the road often and notice outdoor advertising.
Magazines
Adults with children are 5% less likely to enjoy ads in magazines and 5% less likely to buy magazines.
They are also 5% less likely to believe that magazines are worth the money. We can obviously see that
our target doesn’t care much for magazines and probably doesn’t have the time to read them because
of their busy schedules with their families.
26
Budget Constraints
Print
Network TV
Though newspaper can
reach specific geographic
markets, it is a poor medium
to use for Blue Bell. For similar reasons, magazines are a
poor choice for Blue Bell as
well. It is expensive to buy
advertising space in print
media, and they have a high
CPM. Also, our target audience
has
negative
responses to psychographic
questions
about
print
media. Blue Bell also has a
very low Share of Voice in
print media compared to
our competitors.
Network TV is extremely
expensive and far out of our
budget’s range. Because
Blue Bell only sells their
product in the southern
region, it would be wasteful
to advertise nationally.
Instead, we will use spot TV
to reach our target markets.
It’s less expensive than
cable and has a lower CPM.
We will also use spot radio
in the South because it’s
inexpensive. Radio has a
high exposure in the
summer, when we will be
spending most of our
budget.
27
Media Vehicle Selection
Internet
We are going to use the Internet strategically to
reach our target audience of moms who are
extremely active on social media. Social media sites
such as Facebook, Twitter and Instagram will be
utilized to interact with consumers. Through social
media, there are many ways to share infomration
and show your loyalty to a brand, which is what we
hope to achieve with our target audience. Social
media campaigns that are cohesive throughout
each site will allow followers to recieve coupons and
recipes, as well as win prizes. We will also use sponsored status updates, tweets and Instagram posts to
increase our reach through these sites and gain
more followers in addition to the loyal consumers
we already have. We want to connect and interact
with the target audience on a personal level and use
the information we learn to better reflect our ads to
their beliefs and values. Through social media, we
will be able to reaffirm our image as a traditional,
southern brand while still adapting and evolving
with today’s growing technology and dependency
on the Internet.
28
Spot Radio
We will be using spot radio to
reach our target audience.
Local radio stations allow us
to cover large areas while still
reaching the exact geographic locations in the
South that we need to focus
on to increase sales and gain
new customers from our
target. We will choose stations that play music that
would most appeal to our
target audience, such as
country, talk radio, easy
listening, or even oldies and
stray away from busy stations
that have a lot advertising
clutter. We will run radio
spots at the times our target
most uses the radio: 6AM10AM
and
3PM-7PM.
Though morning drive time is
the most expensive time for
radio advertising, we feel it is
cost-efficient because it is a
critical time to reach our
target audience.
Spot TV
Blue Bell already has a very
strong Share of Voice in spot
TV advertising and we plan to
continue this, since it has
been successful in the past.
We will run spots during
prime time and early and late
fringe, when our target audience is most likely to be
watching television. Local
news stations will give us the
opportunity to reach our
target geographically. We
can precisely define our
target while still having a relatively low cost. We will use
frequency to reiterate our position as a brand with strong
values . This will allow the
target to remember Blue
Bell’s brand and effectively
change their purchasing
decisions.
Outdoor
With outdoor advertising, we
will have wide coverage of
local markets and the high
frequency we need to keep
our brand fresh in the minds
of our target. It is also efficient because there is high
travel in the summer-our
target season-and outdoor
advertisng has high summer
visibility. We will use simple
copy on billboards and focus
on covering high popualtion
rural and subarban areas, as
well as metropolitan areas.
29
FIGURE 9
Spot Radio
Media Mix
5%
$235.803
Outdoor
.5%
$23.580
Internet
30%
$1,414.823
64.5%
$3,041.868
Spot TV
As shown in Figure 9, our budget will
be dispersed through spot TV, spot
radio, outdoor, and Internet advertising. We allocated 64.5% of our
budget to spot TV. We are decreasing
the medium from what it has been in
the past, but still allowing enough
money to have the highest Share of
Voice in that category. We allocated
30% of our budget to radio so we can
increase our reach and frequency in a
medium that is so often used and
trusted by our target audience. Also,
none of our competitors use spot
radio as a source of advertising, so we
would have the highest Share of Voice
in this category. We are increasing our
outdoor budget to 5% to reach those
travelers during our peak summer
season. Since Internet advertising on
social media is inexpensive, we allocated .5% of our budget to be spent
on sponsored status updates, tweets,
and Instagram posts.
30
Advertising Flowchart
JAN
FEB
MAR
APR
MAY
JUN
JUL
AUG
SEP
OCT
NOV
DEC
Reach
30%
30%
50%
50%
80%
80%
80%
80%
50%
50%
30%
30%
Frequency
3
3
4
4
5
5
5
5
4
4
3
3
GRPs
90
90
200
200
400
400
400
400
200
200
90
90
Cost
76,046
76,046
228,140
456,280
456,280
456,280
76,046
76,046
Reach
30%
30%
50%
50%
80%
80%
80%
80%
50%
50%
30%
30%
Frequency
3
3
4
4
5
5
5
5
4
4
3
3
GRPs
90
90
200
200
400
400
400
400
200
200
90
90
Cost
35,370
35,370
106,111
212,223
212,223
Reach
30%
30%
50%
80%
80%
Frequency
3
3
GRPs
90
90
200
Cost
5,895
5,895
Reach
30%
Frequency
SPOT TV
228,140 456,280
228,140 228,140
TOTAL
GRPs
TOTAL
COST
2,700
$3,041,868
SPOT RADIO
106,111 212,223
212,223 106,111 106,111
35,370
35,370
50%
30%
30%
4
4
3
3
200
90
90
5,895
2,700
$1,414,823
OUTDOOR
50%
80%
4
5
5
5
200
400
400
400
400
200
17,685
17,685
35,370
35,370
35,370
35,370
17,685
17,685
30%
50%
50%
80%
80%
80%
80%
50%
50%
3
3
4
4
90
90
4
80%
5
50%
2,700
$235,803
5,895
INTERNET
GRPs
Cost
TOTAL
GRPs
TOTAL
COST
5
5
5
4
4
3
3
200
400
400
400
400
200
200
90
90
1,768
3,537
3,537
3,537
3,537
1,768
1,768
589
589
1600
1600
1600
1600
800
800
360
360
589
1,768
360
360
800
117,900
30%
200
589
117,900
5
30%
353,704
800
353,704
707,410 707,410
707,410 707,410
353,704 353,704
117,900 117,900
2,700
$23,580
11,040
$4,716,074
$SFBUJWF
4USBUFHZ
Creative Strategy
Blue Bell Ice Cream is a family brand upholding the finest traditional values. It is proud to provide a product
that is manufactured in an old-fashioned way. This home-style ice cream brand is rooted in a classic concept
that has helped families come together since 1911. Through new television ads, we can demonstrate and
remind people of the comfort Blue Bell brings to them. Using family images and strong copy, we will reaffirm
the well-established image of Blue Bell in the minds and hearts of our target audience.
Sample Ad
Scene I:
There are people in
the beach in the midst
of the summer heat
and they are eating
Blue Bell Ice Cream.
Voiceover:
In the midst of the
summer heat...
Scene III:
Bowl of ice cream on
a table next to a
Christmas tree.
Voiceover:
for the holidays....
Scene II:
There is a couple
on a date sharing
dessert on a romantic evening.
Voiceover:
sharing with your
loved ones...
Scene IV:
Small boy on a regular
day eating ice cream.
Voiceover:
or for just any day...
For every occasion.
We are there for you.
Blue Bell Ice Cream.
1SPNPUJPO4USBUFHZ
*.$&ĊPSUT
Integrated Marketing Campaign
To achieve our marketing objective, we want to reinvent Blue Bell’s social media presence. Blue Bell currently
has a Facebook page but has yet to present itself on any other social networking sites. We want to revamp the
Facebook page and create two additional accounts for both Instagram and Twitter, while still honoring the
brands traditional and southern style. We budgeted for sponsored advertisements to appear on our three different social media platforms. The ads will be simple and traditional to appeal to our current customers, and
feature new and interactive promotional methods to grab new ones. The paid-for advertisements will be wellcoordinated using different promotional methods that are intended to reinforce each other. Our debut on
social media is the perfect way to reach out to new customers and further illustrate a positive image for the
brand.
We have implemented a hashtag that will be consistently used on all three of our social media accounts. The
#iscreamforbluebell hashtag allows users to upload photos of and with Blue Bell products for a chance to win
a gift from the company. When users add the #iscreamforbluebell, their photos are immediately tagged with
the hashtag so that Blue Bell has a pool of pictures to pull winners from. The most clever, creative or awesome
photograph that week will win a years supply of Blue Bell ice cream. The contest will be done during peak seasons such as holidays and early summer. Users will have one week to submit and hashtag their pictures and
winners will be notified at the end of the week on Sunday evenings.
Other promotional efforts done through IMC include the posting of professional looking photographs,
reposting of photographs uploaded by users and fans, open ended posts allowing for user feedback and conversation, and surprise coupons meant to excite and reward loyal customers and our social media followers
and fans. Our first coupon to launch will be the "buy one half-gallon, receive one half-gallon free!" scheduled
to release at the beginning of December in honor of upcoming holidays. Coupons and other rewards programs will come out four to five times a year.
35
IMC Examples
This week only! Buy one Blue Bell
halfgallon, get one free! Scan this
coupon at your check out to receive
discount! II bb.cc/b1gof
Buy one half-gallon of Blue Bell ice cream, get one free!
Scan the QR code
below to receive
your discount.
Offer expires 12/12/13.
#iscreamforBlueBell
Instagram Hasgtag
“Buy One, Get One Free”
Coupon
Evaluation
The effectiveness of the media plan will be assessed by
testing the sales volume and share, discount trial run,
and social media analytics. We will conduct a test for at
least six months to see if sales and social media presence
increase. With the discount coupons, there will be a trial
in three cities at first. If the success rate is favorable, then
we will proceed to use the coupons throughout our
market.
Social media analytics will be used to our advantage
through the different posts we are going to create. The
Blue Bell Ice Cream page will post at different times of
the day either through Facebook, Instagram or Twitter.
With that information we can calculate the time of day
that these posts are more likely to be seen and promote
those posts to have more interaction and views.
There will also be extensive research to test the effectiveness of our outdoor advertising. The quintiles for outdoor advertising are average and are said to have no
major effect on our audience. A survey to conduct
around cities where outdoor advertisements are placed
should give an idea to the validity of this theory.
38
References
*www.bluebell.com
*Rajni Madan, "BLUE BELL CREAMERIES," Handbook of Texas
Online(http://www.tshaonline.org/handbook/online/a
rticles/dibgj), accessed December 01, 2013. Published by the Texas State Historical Association.
*Market Share Reporter [serial] {HF5415.2.
M3558*2011 Vol1 & Vol2}
Thank You!
Alyssa Bordelon
Ana Argueta
Isabella Diaz
Maddy Broussard
Taylor Kirkes
Cody Pfister