Tanvi Swar Strategic Planning

Business Portfolio

Jolt Relaunch FreshCo. Rebranding Maynard’s Brand Awareness Roots Cause Marketing YWCA Camp Tapawingo Direct Mail Jolt Relaunch

Strategy Creative Samples Jolt Relaunch

Key Observations Jolt, as the first highly caffeinated cola, pioneered the energy drinks industry within the Consumer Insights USA. Jolt was successful as soon as it hit the market, but has lost a lot of momentum as its “I drink energy drinks only when I have exams and assignments and need to stay up” original consumers grow older and switch to coffee. The younger generation of energy “I would change my energy drink if my friend suggested one from experience” drink consumers are more loyal to Red Bull, which led to its owners filing for “I remember drinking Jolt when I was a teenager, it was terrible stuff” bankruptcy. “I’ve heard of Jolt, but I’m not sure where”

Strengths Weaknesses Positioning • Pioneered energy drinks in USA • Low brand awareness among target Jolt’s weakness is in its low brand • Rebranding with attractive packaging • Difficult to find products conveniently awareness among the younger target. • Nostalgia amongst older consumers • Internal conflict & bankruptcy while the older target does not know if Opportunities Threats the brand exists anymore. This has • Established product placement • Large corporations like Coca Cola resulted in a massive drop in brand • Energy drinks are often impulse buys • Negative perceptions of energy drinks loyalty.Jolt will be positioned as a brand • Competitors’ products maturing • Laws, regulations and law suits that understands the target’s humour, their lifestyle and will therefore provide Direct Competitors Indirect Competitors them with what they need- the energy to • Red Bull owns 50% of Canadian market. • Coffee is the biggest indirect competitor. do what they want to do. • Rockstar & Monster are next in line owning • Coffee has more than twice the amount of roughly ¼th of the market share caffeine than energy drinks. Solution • All three brands sponsor various extreme • Coffee culture completely different to To remain relevant and create brand awareness, Jolt must employ traditional as well as sports events & club nights. energy drinks. below the line media strategies. Because it has such a low brand awareness, it must first • Sampling is an important tactic. • Caffeine pills are a new trend. strategically place itself within the culture of the target market in a very subtle manner. The best • Sponsor athletes and musicians. • 5 hour energy drink shots way to do this is through product placement. Extensive research must be done on the types of shows watched by the target audience. In the movie or show, the product must then be placed at Negative Perception of Energy Drinks critical moments that are expected to be received well by the audience. Jolt’s placement in the Energy drinks are often portrayed in a negative light by a variety of media sources. Rare and movie Due Date was absolutely perfect. With more, similar product placements, Jolt will be able to tragic cases are given a lot of coverage, instilling the idea that energy drinks, when consumed improve its brand awareness. It is important for the movies and shows to be chosen carefully for Jolt in great quantities, cause death. The repercussions of heavy consumption of energy drinks to seamlessly assimilate into the target’s culture. are often widely debated. This negative PR is something energy drinks have had to Once this strategy has been executed, traditional and online media vehicles can be used to consistently contest. carry out the second part of the strategy. The creative for this part of the campaign will be simple. It will make references to the shows or movies that Jolt was featured in. The tone would be Consumer Insights humourous. Referential humour is a growing trend and would be appreciated by the target Age 18-30, Male:Female (80:20), of any marital status, have part time or full time white collar jobs, audience. Referring to jokes in their favourite television shows and movies would also increase currently in or graduated from post secondary or post-graduate school, lower to upper middle brand loyalty towards Jolt. Being part of the audience’s culture would appeal to the audience, class with a house hold income of $10K-80K, living in . Household income includes that of remind them of the celebrities and stories associated with it and make them think of Jolt. their parents, whereas the target themselves might make 0-15K a year if they are on the younger end of the spectrum and up to 60-80K a year if they are part of the older group. VALS Segment: Experiencers, Achievers, Strivers, Makers CREATIVE SAMPLES Jolt Creative Samples FreshCo. Launch

Strategy Creative Samples

*Collaborative work with: •Mehdi Mollahasani •Matthew Stasoff FreshCo. Launch

The Big Picture FreshCo. is a new grocery store banner launched as a result of Sobey’s radical • Discounts are picked selectively. Women in this target do not buy everything on discount. They rebranding of Price Chopper. FreshCo. introduces a new concept in discount grocery pick and choose their brands and products. No name brands are not always the first choice. This shopping, offering the same low prices without compromising the quality of products group is especially pleased if they find their favourite brands on sale. However, it is difficult to check and in-store experience. Customers that have experienced FreshCo., perceive it as a different grocery stores for discounts on certain products. grocery store that offers wonderfully low prices in a great environment which is ideal. However, the store has minimal brand awareness and identity which could potentially • Meal planning is a desirable luxury. Strapped for time, meal planning as an activity is difficult to disrupt their brand loyalty. carry out. Although women would love to carefully plan out nutritious meals for their family, they often cook meals best they can with whatever it is that they have in their pantries. Demographics Psychographics •Females, 34-54 years of age •Enjoy sharing their shopping expertise Positive Attributes Negative Attributes •Household income: $60-100K •Prefer to do their shopping at one store • Discount store with quality experience and • Low brand awareness •Clerical, managerial, administrative work •Are busy in personal & work life products. • No brand loyalty •May be housewives •Grocery shopping is a chore • Potential image is ideal. • Not enough stores- inconvenient •1+ children household •Active on Facebook & blogs • Strategic store layout and design. • Low involvement category •Nuclear family - two parents & children •Want the best products for their family • New and unique concept in discount • Grocery shopping is a chore no matter what grocery shopping. the store offers or looks like Market Share Communication Objectives The Promise • Change the consumer’s perception of FreshCo. is the grocery store that provides you with the tools for a high quality, low price and discount grocery shopping. effortless grocery shopping experience that will make it feel less like a chore.

• Increase brand awareness. Appeal Techniques Creative Guidelines • Gain customer loyalty. This campaign will use emotional appeal to • Interactive application • Attract tech-savvy female shoppers create loyalty. Grocery shopping is a • FreshCo. Logo (35-54 years of age) meaningless activity and by adding emotion, it • Use of brand colours- green/white/black Insights will make it meaningful and create an • Friendly tone attachment to the brand. • Simple, minimalist design • What’s FreshCo? People that have not visited, seen or lived near a FreshCo. have no idea The Big Idea what it is. The small majority that had heard of it, knew of it because of a direct mail flyer. The proposed idea is “The Kitchen” which is a user-friendly, simple, grocery shopping, organizational There is very little brand awareness and brand identity that has potential to grow into tool that does all the work. The database of recipes allows the user to plan their meals by day, week or brand loyalty. A solid brand identity must be set and awareness created so that customers month, the calendar includes special days like birthdays, the calculator manages the budget and the list can embrace this new concept in discount grocery shopping. suggests products similar or relevant to previous purchases. The application is cross platform and can be accessed by a computer, a kiosk or a smartphone. Family members and friends can access the Kitchen • Grocery Shopping is a chore. No matter how clean, well laid out or bright a grocery store when the user needs them to. The creation of this app will make the target feel like FreshCo is a grocery is, grocery shopping is still considered a chore. The process is time consuming and store that cares, a grocery store that wants to help make your life easier. First time FreshCo customers tedious. This can only be fixed by making the chore easier and faster. will be given free access to this application. CREATIVE SAMPLES FreshCo. Creative Samples Maynards Brand Awareness

Strategy Creative Samples

*Collaborative work with: •Stephanie O’Riley •Matthew Stasoff •Fred Yang Maynards Brand Awareness

The Four P’s Product: Maynards offers a variety of confectionary products with type of a candy for Competitive Analysis everyone. An in-depth research of the competitive landscape Price: Maynards pricing ranges between $2-10 depending on the size, store & product. revealed that the majority of candy brands in the Placement: Maynards can be found at a variety of stores, mostly at the cashier. same category as Maynards (chewy, gummy Promotion: At the time of this campaign, no Maynards promotions were running. candy) took the humourous, eccentric path. The messages are funny and meant to be shared with Marketing Communication Objectives friends, similar to the candy. Skittle’s Taste the The primary objective of this campaign is to increase the brand awareness of Maynards Rainbow, Starburst’s Contradictions and M&M’s as the master brand of its variety of sub-brands. character based ads all have a humourous tone that matches the semantics of the target audience. Intended Audience Because almost every candy was going in this Candy makes them happy, gives a sugar fix Males: Females (40:60) direction, it was important to steer clear of the Enjoy sharing candy with friends & family clutter but stay with a similar message. The element Ages 18-34 (Critical secondary target 12-17) Very social and like having fun of “fun” was important and needed to be conveyed Income: $0+ (including secondary) Have a specific kind of humour. without using the same humour tactics as the competition. The unique nature of Maynard’s Perceptual Map candies should be an important part of the message At the time of this campaign, the purchase of Maynards, like most as well. candy, was a low involvement, rational decision. People would pick up the cheapest and the most convenient candy as an impulse Concept & Execution buy. The aim of this campaign was To show, through an engaging campaign, that Maynards is a soft and chewy candy with a to move its position to Quadrant 2 variety of sub-brands that consist of a wide range of flavours and textures that will help put a of the FCB grid, where people would have a high level of genuine smile on your face. The strategy chosen moved away from the saturated humour category, involvement in choosing their but maintained the element of fun and sharing. The entire campaign revolved around a 3 day event candy. It was also important to that involved Maynards’ trucks surprising people by delivering candy to them. A month before this, make it emotional to increase their loved ones would have signed up on a specially created microsite for them to receive it as a loyalty. surprise. Online, social media & traditional media created the build up for this event. The message of these advertisements would show the different flavours and textures of the candy that matched different personality types of their consumers. Also included were web banners and social media $4,670 Total Budget [$500,000] $54,466 pages that encouraged conversations around the event. The Twitter page specifically tweeted the $25,470 location of the Maynards truck throughout the 3 day event. The campaign continued after the event OOH by sending candy through direct mail for those who had been signed up. Online Direct Mail $83,000 Print Grassroots $332,109 CREATIVE SAMPLES Maynards Creative Samples Roots Canada CSR

Strategy Creative Samples Roots CSR On a global scale, the messaging for endangered species causes is extremely cluttered with The Sponsor shocking and negative messages. A rare campaign will often surface, with dark humour appealing Roots Canada is a proud Canadian company with a wholesome image. The company works to to the target market. Symbolism is a key rhetoric that is often employed in various advertising keep this image by using organic and sustainable fabrics. The company also supports a wide messages. One aspect that was apparent in all of these messages was the use of negative variety of causes that deal with health and sickness, humanitarian and animal conservation causes. messaging. Few, if any, celebrated the animals, their beauty and their basic right to survive on the planet. The Cause Demographics Psychographics The depletion of natural resources is a global problem. While Canadians are aware of this issue on Primary • Focused on career, ambitions, making and a more global scale, they tend to neglect the rising number of endangered species within their Age: 25-35 saving their hard earned money own country. Today, 631 Canadian species are at some level of being endangered. Each of these species is a weak link in a very fragile ecosystem. Damage to an ecosystem can not only cause Gender: Male: Female/ 50:50 • Newly weds & new parents focus on family Education: Post secondary graduates, current • Fitting in with their social circle is important long term, irreversible problems but also cost an economy a lot of money. graduate school students • Concerned with world issues: environment, Key Messages Religion/Background: All global warming, humanitarian causes. Principle Language: English • Digitally savvy (Social media & gadgets) • The primary message of this campaign is the awareness of the problem. There is a problem Occupation: Entry level, corporate, • Consume digital media along with concerning endangered species within Canada. It is a serious issue and must be dealt with entrepreneurs, administrative, managerial traditional media at the same time before we lose some of the beautiful animals we know and love. Income: $40,000 - $150,000 • Relationships with friends and family are • The secondary message is that this problem can be dealt with, and all it takes is a few, Principle Shopper: Self, Spouse valued highly convenient changes in the target’s lifestyle and purchase habits. Home: Condo, rental, own, home • Liberal views both politically and generally Marital Status: Single, married, divorce, • Brands and quality of product is vital common law • Health and fitness is important Comparative Content Analysis - Creative Samples Key Insights 1. The target market is well aware of endangered species outside of Canada but are unable to name endangered species within Canada. 2. The target market prioritizes the causes they support - a cause more relevant, closer to their heart (possibly because of experience) is prioritized over animal causes.

Campaign Benefits Roots Canada has been involved in a variety of Corporate Social Responsibility efforts. From their workplace code of ethics and the Jane Goodall foundation, Roots has covered a wide spectrum of world causes. With sustainability being at the core of the Roots philosophy, wildlife conservation within Canada is a cause that fits perfectly with Roots‘ image. Supporting a cause like endangered species and being involved in a full campaign like this one, gives Roots a more wholesome image. It is also important that both the cause and sponsor are fully Canadian, giving the project significant credibility within their target. Shoppers at Roots share the values of the store and supporting a cause like this would strengthen consumer loyalty.

CREATIVE SAMPLES Roots CSR

Media Budget [$2,800,000] 2% 10% For the cause, having the support of a successful, responsible company such as Roots, offers a 5% 40% great amount of credibility. In addition, resources from the sponsor are a great help when raising Television awareness. The support of Roots also means that there is a good chance that Roots’ customers Radio will also support this cause. Newspaper 13% Magazine Out of Home Creative & Production Budget [$600,000] Transit 14% 12% Non-Conventional 17% Television Radio 16% Print Point of Sale Transit 5% Celebrate Canadian Wildlife OOH Celebrate Canadian Wildlife is a concept that celebrates the diverse wildlife of our nation. Non-Conventional 8% Public Relations 42% Rather than shocking the target so they are desensitized to the images, Celebrate 3% Canadian Wildlife honours beautiful and endangered, Canadian animals that have become icons to our community. Throughout the campaign, stories of these animals and 10% their unique characteristics will be told, building awe and respect and finally, support for 5% these wonderful creatures.

Media Effects Model Integrated Marketing Communications Mix

Media Awareness Buzz Engageme Action Advertising: Print, radio, television, transit, out of home nt Television X Sales Promotion: Up to 40% off coupon with various donation amounts.

Radio X X Public Relations: Press Releases, social media responses and website Newspapers X X Online Communications: Website (www.Roots.ca/ccw), banners and in-app ads Magazines X X

Out of Home X X Event Planning: Celebrate Canadian Wildlife Festival at Dundas Square, August Transit X 2012

Non-conventional X X X X Public Relations X X CREATIVE SAMPLES Roots Creative Sample Camp Tapawingo DM

Strategy Creative Samples

*Collaborative work with: •Jacob Batist •Chris Campaner •Hilary Craig •Fred Yang Camp Tapawingo DM Current Situation Camp Tapawingo has been a part of YWCA programs and properties for over 80 years. It Maslow’s Hierarchy of Needs focuses on the mental and physical needs of young women and ensures their well being. An The images on the direct mail piece aim to spark the target’s own opportunity to go to camp is treasured by many girls, especially those who do not have the memories of camp. Seeing these girls who are unable to have a financial resources to go. It is a place where girls from troubled families can go to escape and camp experience, reminds them of their own experience and find themselves. The camp provides a number of outdoor and indoor activities such as sailing, memories of how camp helped them grow into who they are swimming, canoeing, rock climbing, archery, mountain biking, snorkeling, painting, sketching, today.These memories, along with the target’s need for Love & paddle making, woodworking, drama, music and dance. These activities teach the girls important Belonging encourage the target to donate for this cause. They feel values of teamwork, hard work and self esteem. Camp Tapawingo has a capacity of 120 the plight of the young girls. The cause is also very relevant to campers, a large number of which, remain unfulfilled every year. their lives, making them feel like a part of an exclusive group.

List Description [1000 recipients] Execution This list is comprised of previous donors, camp alumni, camper’s parents and attendees at camp This direct mail piece will consist of two parts. One part will serve as a “fake” brochure for the events - people who already have a strong emotional connection with the camp and may have unappealing “Camp in the City”, a dreary alternative to the real Camp Tapawingo. Using a experienced Camp Tapawingo before in some sense. satirical, but serious tone, the Camp in the City brochure outlines alternative, camp-like activities young girls could do in order to get the camp experience in the city. This “fake” brochure will Demographics then be explained as being a satire, a parody of a fake camp and an unfortunate reality. A tear off The donors in this group range from 35-60 years of age. They are primarily female as Camp sheet with payment details for convenient donations will accompany the brochure. Tapawingo is a camp for young girls. They most likely have a post-secondary or a post-graduate educational degree. This allows them to really understand the complexity of the situation and the Campaign Extension importance of camp in shaping a woman’s personality in the future. Women at the YWCA come This direct mail piece will be extended online through social media and a website. These were from various backgrounds. They may hold white collar office positions, managerial positions and used to encourage discussion and dialogue around the campaign as well as to extend the may even be senior executives. Their household income (combined) may start at $60,000. audience. Social Media: Facebook and Twitter were used to encourage donations and for updates. Donor Profile Micro Website: The micro website expanded on the brochure and drove traffic to the Camp Who? Children’s charities, health charities, humanitarian causes, emotionally relevant causes Tapawingo website. It also has an option for direct online donations. What? Old clothes, old items, money, non-perishable foods, volunteer time When? When approached, when reminded, regular pre-approved donations on particular days 2%4% Where? Events, personal encounters, fund raisers, kiosks, information booths, charity offices Budget [$1500] 16% 27% Why? Emotions, random request, request by family or friend, direct connection to cause

Communication Objectives Printing Fees: $325 Postage Fees: $590 2% • The primary communication objective is to convey that any amount of donation can make a Folding Fees: $20 significant difference to a young girl’s life. Stock Images: $200 • The secondary communication objective is to communicate that a summer without camp is Return Envelope: $29.95 Number 10 Envelope: $50 something no young woman should experience.

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CREATIVE SAMPLES Direct Mail Mock Up Thank You Tanvi Swar Strategic Planning

[email protected] 647.864.8810

*Full & complete documents available upon request.