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Download Key Message Statement: “To our audience, Ritz Crackers are the
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Ritz Crackers Planbook Horizon Advertising, LLC + Table of Contents Ritz Crackers 360° Ad Campaign “Open for Fun!” [Ritz] 01. Situation Analysis 02. Creative Strategy and Execution 03. Creative Brief 04. Media Strategy 05. Other MARCOM Components Situation Analysis Product Category Convenience products o The convenience trend is driven by the desire to create more leisure time o Due to changing lifestyles, consumers are spending less time planning and preparing meals o Consumers spend no more than 30 minutes cooking dinner each night, including preparing, cooking, eating the meal and cleaning up. o Single serve, easy to prepare, easy to take away products o Food on the go Top Brand for convenience products o Hershey o General Mills o Pepsi o Coca Cola Our Brand – Ritz Current campaign o Open for fun Dedicated to inserting fun wherever, whenever they can Competitors As much of a threat as competing national brands pose, it is also important to note that the rising trend of store brands. These in house private label brands often ad for retailers a higher margin while offering a similar product to consumers at a lower price. Premium Saltine Crackers o Positions brand as traditional cracker o Saltine customers are brand loyal Wheat Thins o Wheat Thins has 13 different variations including reduced fat, multigrain, parmesan, organic, etc o Marketed most in united states and Canada Keebler Club Crackers Triscuits o Positions themselves as the healthy choice with no trans fat and 100% full grain o Reducing the risk of heart disease Consumer Middle aged women ages 25 to 55 o They are the ones who are doing the grocery shopping and buying the product for their kids, families, for entertainment or for themselves Major companies blanket brands with packaging color and style to target different age and economic classes, Ritz uses its bright color and lack of perceived unhealthy aspects that would be more appealing to a young adult Trends o Explosive crunches and wild flavors right out of the box o Marketers are moving in the direction of offering crackers that serve as mini-meals for consumers who don't have time to sit down for a regular meal o Health and wellness concerns 2 Creative Strategy and Execution Creative Strategy Target Audiences: • Women 25-55 • College Students • Sports Fan Key Message Theme: To our audience, Ritz Crackers are the greatest snack choice because they are delicious, healthy, and compliment many other great tasting snack foods. Why it Works Starting the #RitzFoodFight will help the cross 3 Creative Brief Objective: the purpose of this campaign is to revolutionize the Ritz Crackers brand. We want to get people excited about the look, taste, and feel of the Ritz cracker. Our goal is to make our target audience think “Ritz” when they get that insatiable craving for a satisfying snack. We want to highlight the meaningful traditions Ritz has associated with snacking for years, while creating a personalized message to each consumer that Ritz is far more than merely a cracker; it embodies the endless possibilities of snacking! The Target Audience: current customers, former customers, competitors; women from age 25-55. Approaching the Market: mass marketing: undifferentiated marketing strategy view all consumers as the same; basically marketing to everyone! A Pulsing strategy of advertising will work best for this campaign. Key Message Statement: “To our audience, Ritz Crackers are the greatest snack choice because they are delicious, healthy, and compliment many other great tasting snack foods.” This creative brief is to be presented to the Creative Team, via the Account Executive of Horizon Advertising, LLC Strategy: Social media is our bestie! We plan to run an ongoing interactive social media campaign, promoting and speaking the message on all of our great ideas! We will use social media platforms such as Facebook, Twitter, Pintrest, Storify, and YouTube. The overall goal is to be as innovative, creative, and original as possible! Our ad and commercial should establish a lasting and memorable “position” in the minds of current and potential consumers. The appeals we want to incorporate are humor and music. Also, the campaign should include a specific ad and TV spot for each holiday and major sport event since those are days when people are typically snacking. We will also have a 3 second Super Bowl commercial branded by an iconic well-liked celebrity. Most importantly, we want to find a way to give a ‘voice’ to our target audience and hear their feedback. Similar to how Coca Cola put personalized names on their soda cans, we want to personalize the Ritz brand with the interests of our consumers and the current popular trends. Basically we want to make a significant impact while staying culturally 4 Media Flowchart SNACK WITHOUT RITZ 5 Media Strategy • Online- We’ll be using Instagram, Twitter, Youtube, and Facebook. Promoting. YouTube Homepage Takeover • TV - Capitalize with Super Bowl and continue on from there with ads on TV during primetime shows and sports channels. • Print- Coupons in the circulars, and possibly joint-coupons with items from the commercial. These will start ahead of our reveal of the Superbowl Ad and then continue until the end of the hashtag campaign. It’s Ritz Baby! Column1 Online TV Print 6 Other MARCOM Components Marketing Communication Tools 1. Public Relations Tools a. Free Publicity: social media “conversations” and promotions b. Storify: create an aesthetic, fun, interactive story with updates and information that people can get involved with and follow c. Pseudo & Real Events: local and national events for public outreach and ‘connecting’ with consumers i. These events will be centered around other major sport events and at colleges ii. At these events, people can play games, trivia, win prizes, ect. d. Sponsorships: sponsor sport events to stay relevant and generate awareness; AIDA Attention, Interest, Desire, Action e. Press Releases: used to send to major magazine and newspapers to spread the word about upcoming events, new products, ect. f. Blog: a great use of two-way communication, similar to social media marketing; another way to reach out, have conversations with the public, and get feedback 2. Traditional Advertising Tools a. Billboards b. Newspaper and Magazine Ads i. Free Standing Insert (FSI) c. Online Ads i. Banner ii. Pop-up iii. Retargeting strategies d. Word of mouth e. Share of voice f. Media MixMedia Multiplier Effect 3. Online Tools a. “Paid organic” SEO, Search Engine Optimization 4. Finding Our Audience a. Analyze psychographic and demographic information to advertise specifically to each audience (Aperture) 7 Horizon Advertising, LLC 200 Bloomfield Ave West Hartford, CT 06117 CMM 260: Communication & Advertising University of Hartford | Fall 2014 Lindsay Martinez, Miranda Schmalfuhs, Adrienne Branch