erin irby, jenna jablonski, nate lawrence, zach millon, sarah parker

tazo
advertising campaign
erin irby, jenna jablonski, nate lawrence, zach millon, sarah parker, tracy r ivas
table of c ontents
executive summary
overview
agency strategy
situation analysis
competitor analysis
swot analysis
objectives
target market
brand value proposition
campaign strategy
creative
media
brand activation
evaluation
biographies
creative brief
2
3
3
3
4
5
6
7
8-10
11
12
13-19
20-28
29
30
31
32
executive summary
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to engage tea-drinkers with the Tazo brand. To achieve thorough
understanding of our target market, we conducted primary and
secondary research. Then we completed the picture with competitor
and situation analysis. For our creative strategy, we propose the
approach of “the dream is in the Tazo,” a campaign that features
women in our target market using Tazo Tea to add a bit of whimsy to
their routine. Whether its connecting with other cultures through
the “escape” of a cup of tea, or connecting on a deeper level with
themselves, the campaign shows how tea can enhance the meaning
of everyday life and help women become who they want to be. These
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brand activation methods. Evaluative tests ensure that our campaign
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Tazo Tea brand with the goal of having more tea-drinkers choose Tazo.
agency strategy
Great Scott! Advertising prides itself in creative and cutting-edge
strategy fueled by superior understanding of your target markets.
Our insights are more than ideas; they are vehicles for making your
goals a reality.
We guarantee that our plans for your brand will make you say
“WOW.”
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Witty, Original, and Worth your time
& this phrase embodies how we approach our advertising strategy.
Great Scott Advertising presents an ad campaign that will connect teadrinkers with the Tazo brand in meaningful and sustainable ways. By
tapping into “tea culture,” we have learned that tea-drinkers seek an
experience in each cup of tea. Our plan uses the experiential quality of
tea to appeal to consumers by showing them how Tazo Tea can enhance
their daily routine and even the pursuit of their more whimsical
aspirations.
overview
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them through a variety of media. Our plan not only employs the media
our target market trusts for information and for entertainment, but it
engages them on a new level with brand activation techniques. Spreading
Tazo’s message through advertising and sales promotion alike will build
relationships with consumers, increasing awareness and comprehension
of the Tazo brand. Ultimately, our campaign will make tea-drinkers seek
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3
situation analysis
historical context
1994
Created by Steve
Smith, founder of
Stash Tea
Acquired by Starbucks
for $ 9.1 million
e n v i r o n m e nt a l a n a l y s i s
technological f orces
4
2010
1999
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relaxed, and laid back atmosphere. In this day and age, where people
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or tea on the go! Yet, still experience the relaxed and pleasant feeling
of a hot cup of tea. The “on-the-go” single cup brewer has created
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technologies such as the “Keurig,” the quick and speedy on the go
business lifestyle can still be possible with a slice of tea heaven.
legal & regulatory
Tazo’s many tea assortments are promoted publicly as organically
produced. The regulatory force that Tazo faces is the USDA National
Organic Program which creates the logo that must be stamped
on their organically produced product. The U.S. Department of
Agriculture established a set of national organic standards in the
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by an independent agency by the USDA, and that products labeled
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by the Legislation. The legislation requires all organic products
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to the guidelines set forth by the legislation. Under the NOP there
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Tazo introduces 10
new full leaf teas for a
premium experience
socio-cultural f orces
Tazo is transforming the hot tea and iced tea experience
in North America through blending teas. Whether with
traditional favorites or exotic combinations of teas, herbs and
spices, Tazo challenges the boundaries of what tea can be.
In the US and around the world, endeavors for a more sustainable
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environment is becoming the new social movement. Amongst the Tazo
community, they advocate clean air and healthy communities.Tazo
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for energy derived from windmills. Their purchases this year have
helped to improve air quality, reduce greenhouse gas emissions, and
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protection requirements.Tazo is helping to advance renewable
energy development and joins a growing community of companies
and individuals committed to clean, renewable energy solutions.
economic f orces
The increasing demand for premium products in food service is
nowhere more evident than in the tea category. Given that tea
is the national drink for two thirds of the world’s population and
that much of the consumption is in the South where population
is growing, there is some potential for increased demand for
tea across the world! To counter this trend, the tea industry is
actively trying to promote consumption in the EU and the US
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perfect time for Tazo to be expanding its company. People are
willing to explore the intriguing phenomenon that is Tazo Tea!
competitor analysis
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program
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that share similar visions; users
can request funding for events
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audit on website to show
environmental sustainability of
operations
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Tazo
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all-natural, organic tea brand for
over 30 years.
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paperboard and cardboard
ŞStrictly adheres to the prohibition
of GMO ingredients as required by
the National Organic Program of
the U.S. Department of Agriculture
ŞPrinted with environmentally
friendly vegetable ink
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Committed for sustainability
ŞSimilar amount of likes on
Facebook
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ŞNot accessible to a mainstream
market; mostly sold in health food
stores.
ŞAdvertising tailored to a select
audience
ŞMore expensive than Tazo
ŞPrides themselves on wide
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ŞLower prices than Tazo
ŞMore than twice the following on
Facebook
ŞPromotions such as holiday
sweepstakes for a spa getaway
ŞAvailable internationally
ŞEasily accessible; available in
many stores
ŞOne of the largest specialty tea
manufacturers in North America
ŞFrequently donates to nonOQNƥSRNQF@MHY@SHNMRVHSGHM
Boulder, Colorado
Şsponsors conferences for arts
and humanities events governed
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ŞLeading innovator for new tea
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ŞLow quality product
ŞNegative customer reviews
regarding taste and quality
ŞEasily accessible to a
mainstream audience; available
internationally
ŞOne of the largest specialty tea
companies in the United States
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ŞUses recycled paper and paper
from sustainably managed forests
for packaging and other printing
projects
ŞCommitted to renewable energy;
ŞPurchases green power through
local electric utility, Portland
General Electric.
ŞFrequently donates to
organizations in Oregon and in the
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ŞLess expensive than Tazo
ŞMany negative customer reviews
regarding taste and quality of tea
6
Increase product placement in organic section of
stores/ health food stores
Increase distribution to more restaurants, cafes, and
retailers
Increase brand awareness through advertising
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points
Engage consumers more and demonstrate
appreciation for loyal Tazo-drinkers as an
opportunity to build relationship with consumer
Not seen at the “go-to” brand when buying tea in
retail stores
As a young label, the brand lacks history
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weaknesses
Tazo has more than 80 unique tea, fruit, and herb teas
Devoted to giving back to those who live in the areas that grow and
harvest tea.
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with Starbucks, which is dedicated to improving water quality
and accessibility, providing vocational and leadership training for
youth, training community health workers to provide preventive,
basic curative and referral health care to rural villagers, and
supporting social development projects chosen by the community.
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Member of the Ethical Tea Partnership
Committed to clean, renewable energy solutions.
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ready-to-drink iced and juiced teas, tea lattes, and full leaf tea kits.
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Sold in over 50 countries through Starbucks
Stand-out packaging design
Unique brand personality
t hr eat s
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strengt hs
SWO T analysis
Super-premium teas are the fastest-growing tea
segment in grocery and natural good stores, which
has increased Tazo’s competitors
Many in the target market have already formed
brand loyalties
Competition with brands with the USDA Organic
and Fair Trade labels, sometimes a caveat for teabuyers who are also environmentally and socially
conscious
objectives
marketing:
advertising:
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bags by
7
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comprehension of what Tazo
tea is
time frame:
This campaign will run over
the course of a year, beginning
in September and continuing
until the end of August.
research:
Understand the brand
personality of Tazo, its history,
and the deep values and
desires of the target market,
women aged 25-44.
budgeting
Great Scott Advertising was allotted $12,000,000 to
create a campaign for Tazo Tea that both embodied the
spirit of Tazo Tea and produced tangible results.
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campaign. The campaign was fully executed for a total
of $11,798,658.
Below is a summary of the campaign budget.
7
target market
We understand the needs, wants, and desires of women aged 25-44 based
on our primary and secondary research methods. Great Scott! conducted 13
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MediaMark database, and consumed various media and entertainment that the target
market currently enjoys.
Although they are often busy professionals, these women view themselves as
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a daily ritual. Flavor, familial preferences, and brand social responsibility govern
their choice of tea. They are health-conscious; they live active lifestyles and prepare
wholesome meals. They are well-educated and socially conscious. They often prefer
organic and Fair-Trade products. They appreciate multiculturalism and pride themselves
in worldliness. Their relaxation and entertainment often include nature and social
activities with friends and family. They consider themselves to have well-developed
connections with both themselves and with others.
“A woman is like a tea bag- you never know
how strong she is until she gets in hot water.”
-Eleanor Roosevelt
8
what’s in her bag?
what are her new years resolutions?
healthy lunch, t inted chapstick, iPad, refillable water bottle, & Eat, Pray, Love
1. buy only Fair Trade beverages 2. become a “locavore” 3. take more t ime t o read f or pleasure
how does she unwind?
4. try acupuncture f or t he f irst t ime
5. go somewhere beautiful
cooks a challenging new 6. make t ime f or exercise t hree t imes a week
recipe, goes t o a yoga7. drink less c offee lates class, walks t he dog 8. drink more tea
on a scenic trail, travels, 9. actually grow t omatoes in my garden t his year
& watches an o ld movie
10. and basil!
9
target market profiles
Bridget is a 40 year old college professor. She is
very passionate about education and loves her
career. She wakes up everyday happy to go to
work, because it isn’t really work at all. One of
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are those herbal blends . She enjoys gardening
and going to the farmers market on the
weekends. The main reasons she chooses Tazo
is because they care about making sustainablyinformed choices, just like she does.
10
Connie
is 26 and fresh out of graduate school.
She is young and still yearning for adventure
and exploration. She’s a small town girl in
the big city just starting her career. She can’t
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and movies online. Connie loves nature
and misses the many hiking trails available
in her home town, so she goes on walks
through city parks to reconnect herself with
nature. Tazo is her cup of relaxation. It is her
transportation into calmer world.
Rebecca
is a 34 business woman who lives
her life by a very structured schedule. She
misses the days when she used to travel all
the time. Over the years she has become
very knowledgeable about tea. She makes
sure she drinks tea three times a day and
carries her portable mug everywhere.
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loves feeling alert and energetic. Drinking
tea makes her feel good, inside and out.
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and focus on herself, which she doesn’t get
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week she enjoy doing yoga and trying new
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brand value proposition
functional benefits
emotional benefits
self-expressive benefits
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responsibility with its teas. It
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of the ancient tradition of
drinking tea with a uniquely
witty and playful personality.
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the Tazo brand is that it is
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beverages, tea is ritualistic,
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Drinking Tazo tea projects a sophisticated and worldly
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about their wellness and have a moment to relax with a cup of
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and easily form community with other tea-drinkers based on this
common interest.
11
campaign strategy
Our target market consistently assigns more meaning to a cup of
tea than that of any other beverage, describing each cup of tea as
an experience. They often use the word “ritual” to describe the
importance of tea in their daily routine. They further describe tea as
an “escape” or a “retreat” when their cup of tea is what transports
them away from the chaos of their everyday routine to a calmer
place. To address the meaningfulness of tea to our target market
of tea-drinkers, we structure our campaign around the experiential
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superior tea experience.
Furthermore, our target market seeks the betterment of self
and society, and they are in constant pursuit of these dreams.
They are health-conscious, connected with nature, embracing
of multiculturalism, socially-conscious, and always seeking
enlightenment. We appeal to their dream-chasing idealism with
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market to wherever they want to be - whether their cup of tea
simulates the zen of yoga, the calm of the outdoors, or the adventure
of travel.
what’s t he big idea?
The dream is in t he tea. tazo.
12
art direction
The art direction for the Tazo Tea is an expression of Tazo Tea’s
packaging design combined with the perceived style of our
target market. First, the color scheme of our visual materials
includes pastels and light earth tones, associating the brand with
healthiness and nature. These materials also convey the value of
multiculturalism shared by the Tazo brand and our target market.
Arabic and Indian designs on the magazine ads represent the
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The faces in our ads portray what individuals in our target market
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cup of tea. By putting emphasis on the photo instead of the text,
we hope to show the positive emotions associated with drinking
tea to achieve a sense of calm and simplicity that corresponds
with the Tazo brand.
creative strategy
Through various forms of entertainment and interactive
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women in the ages of 25-44. From internet movie sites
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values of the target market. The advertisements will
provide meaningful brand relationships with the target
audience through media and promote the concept of
“The dream is in the tea. Tazo.”
copy writing
Our strategy for copywriting was using the same witty and
whimsical style of writing that the Tazo brand employs on its
packaging and website. In our print ads and radio ad, a narrative
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person, as if telling a story conversationally. We also include
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product. In all cases, we keep the copy concise and casual.
13
executions: print
My travels t o India led me t o an ashram w here I learned t o calm my mind , o pen my heart, and soothe my soul. My journey is most vivid w hile drinking a steaming mug of C alm™. My dream is in t he tea. tazo
executions: print
While studying in C hina, a family invited me into t heir home for tea brewed from herbs in t heir own garden. This experience will f orever be in my heart. Keeping a garden illuminates a sense of peace and balance in my modern world. I start every morning in my garden with my own Zen ™. My dream is in t he tea. tazo
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As a member of the Ethical Tea Partnership, Tazo is working together to improve the
environmental impact of tea production and help the lives and communities of tea workers.
executions: print
creative testing
Great Scott! showed the print advertisements
as well as the Internet banners to selected
members of Tazo Tea’s target market to gain
invaluable feedback from consumers that
are most likely to be consumers of tea. The
information was used to modify current
Tazo Tea advertisements as well as provide
a useful insight for the production of future
advertisements.
All my favorite places in the world have mountains. When I l ook out at t he misty peaks t hrough the steam of my morning tea, I feel l ike I c ould be anywhere in t he world. This is how I get ready f or all t he adventures my day will bring. This is how I Refresh.™ My dream is in t he tea. tazo.
Initially, the print advertisements had much
more copy, but through creative testing we
found that consumers were distracted with
trying to read the copy. Many said it was hard to
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conveying Tazo Tea’s message.
“Work, work, work. Everyday is meetings,
accounts, kids, and stress. All I want to do when
I get home is relax and enjoy some peace and
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Tea. When I drink Tazo Tea, sitting under the
willow tree on spring day, with my Tazo Tea in
one hand and a good book in the other. I dream
of escaping to a carefree environment with no
worries in the world. With my busy life, Tazo
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banner ads
executions: internet & radio
radio spot
executions: television
executions: television
media objectives
who are we going t o reach?
Our target audience consists of women aged 25-44. These
women are media-savvy business professionals with higher
education concentrated in cities in the north-east and west
coast.
We are reaching our audience through four media channels,
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where are we f ocusing?
The message will be sent out nationally, but it will be
especially heavy on the east and west coasts. The east and
west coasts will additionally receive radio advertisements,
and the New York and Los Angeles regional areas will
receive advertisements in newspapers.
how will we reach t hem?
The advertising campaign will consist of both national and
regional ads. The television, internet, and print magazine
ads will run nationwide. The print newspaper ads will run
in the new york and los angeles regional areas. The radio
ads will be placed in large geographic areas on the east
and west coast such as, New York City, Boston, New Jersey,
Connecticut, Los Angeles, San Diego, San Francisco, and
Portland.
20
media strategy
reach & frequency
Reachof the target market
There is large potential for Tazo to become the go-to brand
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Scott wants catch women early in their tea-buying decision
to acquire new tea drinkers and convert brand loyalists of
Tazo’s competitors.
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forefront of the specialty tea market.
continuity: pulsing
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most frequently during the colder months between October
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place in August, putting our tea brand into customers’ heads
before any other brand has a chance to get themselves
noticed.
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activation as busy professionals plan their winter holiday
and can associate Tazo with an adventurous getaway.
Bursting
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September through February to get into the consumers
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people to drink hot tea in the summer.
Our ,QWHUQHWDGV will be bursting in the coldest months of
the campaign while people stay inside for work and play.
length and sizes
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B@AKDMDSVNQJRGNVRRODBHƥB@KKX@HQHMFCTQHMFOQHLSDSHLD
shows
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Pandora
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color background, and a video creative
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video creative
media mix
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QD@BGVNLDMCTQHMFSGDHQE@UNQHSDRGNVR^ BBK@HLDCOQHLDSHLD
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ad can communicate Tazo’s message clearly. That clarity will
speak to our target market in busy moments spent at home.
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VNLDMHMNTQS@QFDSL@QJDS^3GDNQF@MHY@SHNM@BBDOSRM@SHNM@K
broadcast sponsorship, and Tazo will be heard as the tea that
supports our market’s favorite radio shows.
Our target market is full of highly educated professional
women who enjoy
^/K@BHMF@CUDQSHRDLDMSR
in the print media they consume every day will reach to our
market far and wide.
reading f or pleasure
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media forms such as music sites, television
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attracts millions of viewers each month,
while Pandora reaches 24 million subscribers
LNMSGKX^$ƤDBSHUDQD@BGB@MAD@SS@HMDCPTHBJKX
with such high viewership.
21
media choice: magazines
circulation
305,494
Barron’s
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appeals to the professional
woman who wants to keep up
with the market.
circulation
970,733
Travel + Leisure
This monthly leisure travel magazine
features articles by novelists, poets,
artists, and designers. The magazine
appeals to those who prefer an upscale
destination environment.
circulation
1,522,078
Bon Appetit
22
This monthly food magazine
appeals to women who have an
eclectic taste in food, and can
show recipes that use Tazo tea
such as chai-infused cookies.
circulation
811,714
Conde Nast Traveler
This monthly high-end travel magazine
appeals to women who like to travel
to luxury destinations. Portion of the
magazine is dedicated to business
travelers.
circulation
1,227,707
Vanity Fair
3GHRLNMSGKXBTQQDMS@Ƥ@HQR
fashion and pop culture
magazine allows women to keep
up to date on the news and
lifestyle in an up-scale and more
circulation
463, 385
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This monthly fashion magazine
features the elite of fashion and
entertainment in American and
European society, which appeals
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things in life.
media choice: radio
talk news shows
Through primary research, it was found that the target
market for Tazo Tea listens to the radio frequently.
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1@CHN@MCNSGDQRS@SHNMRNƤDQHMF@U@QHDSXNEMDVR
and information shows.
By underwriting popular shows such as “This
American Life” and “All Things Considered”, Tazo will
begin to establish a truly meaningful relationship
with listeners in our target market.
San Francisco
Los Angeles
Portland
San Diego
New Y ork C ity
Boston
New Jersey
Connecticut
23
media choice: television
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TRŚ/QNFQ@LRQ@MFDHMSNOHBEQNL@QSƥKL
music, contemporary culture, and travel.
The network teams up with American cultural
institutions and arts education groups to
promote creativity through interesting
content. Weekend nights comprise of So You
Think You Can Dance marathons watched
primarily by women in our target market.
7KH&RRNLQJ&KDQQHO@B@AKDRS@SHNM
for the avid cooking enthusiast who values
healthy, natural, and delicious food & drink.
“Good Eats” airing Wednesdays and Fridays at
8 pm, caters to foodies with a sense of humor
and interest in pop culture.
)R[@K@QFDAQN@CB@RSMDSVNQJVHSGNQHFHM@K@MC
KHBDMRDCSDKDUHRHNMRGNVRQ@MFHMFEQNLƥBSHNM@K
dramas and comedies to news specials and sports
programming. Tuesday night primetime revolves
around the new original comedy New Girl starring
9NNDX#DRBG@MDK3GDRGNVHRV@SBGDCAX
million people and is a hit in our target market.
$%&.MDNESGDNQHFHM@K
broadcast network stations
that competes with FOX,
CBS, and NBC for the most
popular network. The
channel tries to appeal
to families and individual
members of the family unit
with diverse programming.
Primetime on Wednesday
night revolves around
Modern Family, an
ensemble comedy about
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family structure. The show
is watched by 12.7 million
people and has won many
Emmys for the unique
and entertaining look at
American life.
6XQGDQFH@TMHPTDB@AKDBG@MMDKGHFGKHFGSHMFř6G@SŗR
Next, Now” reaches 40-million households with an age group between 25-54 seeking to
BDKDAQ@SDSGDBQD@SHUHSXNE LDQHB@M@QSLTRHBƥKL@MCBTKSTQD3GD,NQSHƥDC2DRRHNMR
is a primetime original series airing Monday nights that interviews professionals in
SGDDMSDQS@HMLDMSHMCTRSQXRTBG@R$C'DKLR)DMMHEDQ&QDX@MC,Nŗ-HPTD@ANTSSGDHQBKHLAEQNLBGHKCGNNCSN
stardom.
media choice: internet
'TKTHR@MNMKHMDUHCDNRDQUHBDSG@SBNMMDBSRLHKKHNMR
of people with their favorite television shows, movies,
@MCBKHORD@BGLNMSG'TKTFHUDR@CUDQSHRDQRFQD@S
opportunities to associate their brand with the premium
online video content of their choice. This allows
advertisers to connect with engaged consumers that
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also reaches consumers through its ad-supported
RTARBQHOSHNMRDQUHBD'TKT/KTR
This form of internet media is considered to include “All
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news, multimedia, business, sports, movies, travel,
books, jobs, education, real estate, cars and more. The
target market enjoys being “in the know” and since this
newspaper covers many informative aspects of everyday
life, it is a perfect form media choice.
Pandora connects to more than 200 electronic consumer
CDUHBDRRTBG@RRL@QSOGNMDR35ŗR!KT1@XOK@XDQR
iPads, in-home connected devices, and more. Tens
of millions of people in the United States alone use
Pandora to listen to their favorite music. Pandora
reaches on average 24 million people every month.
Each person can customize their own personal station
by simply inputting a single word through the music
genome project. This allows consumers to listen to
whatever music they want, when they want.
(,#A(MSDQMDS,NUHD#@S@A@RDHR@M
online database that provides people with
a wealth of information relating to movies,
televisions shows, actors, production crew
ODQRNMMDKUHCDNF@LDR@MCDUDMƥBSHNM@K
characters from movies and televisions
shows. With over 100 million unique
viewers each month it is one of the most
popular online entertainment sites and is only gaining
more and more viewers each month. IMDb can be used
on mobile devices to instantly view over 6,000 movies
and television shows from CBS, Sony, and a selection of
HMCDODMCDMSƥKLL@JDQR
The Wall Street Journal has the largest circulation in the
United States delivering 2.1 million copies each year,
which includes over 400,000 paid online subscriptions.
In 2004 the Wall Street Journal released its Wall Street
Journal Online mobile application. Now subscribers can
access content wherever they are from a mobile device.
They recently launched a worldwide expansion of the
website, which now includes the major foreign-language
editions. Its readership mainly consists of people that have
management positions who are interested in reading about
ƥM@MBH@K@MCHMSDQM@SHNM@KATRHMDRRMDVR(SG@R@KRNRGNVM
interest in buying it’s long time rival, Financial Times.
25
media scheduling
Weeks:
Print
W
Vanity Fair
Bon Apetite
Traveler
Travel & Leisure
Baron's
L.A. Times
New York Times
Jan
Feb
1234 1234
April
May
1234 1234
June
1234
July
Aug
Sept
1234 1234 1234
1
6
6
6
10
10
20
20
20
40
40
600,000
600,000
600,000
1,200,000
1,200,000
Total Cost: 4,200,000
Internet
Pandora
Hulu
nytimes.com
wsj.com
3
3
4
4
4
1,080,000
1,200,000
120,000
120,000
120,000
Total Cost: 2,640,000
Radio: NPR
%(%) )&
Los Angeles
Portland
San Diego
New York City
Boston
Connecticut
New Jersey
6
6
6
6
6
6
6
6
6,400
78,400
4,240
24,000
64,000
4,640
28,000
64,000
Total Cost: 273,680
$11,798,658
1
1
1
1
1
1
1
1
1
1
2
2
2
5
5
2
2
2
5
5
2
2
2
5
5
2
2
2
5
5
1
1
1
1
1
1
2
1
1
6
6
6
10
10
Costs
4
1
1
1
1
1
1
1
1
1
Nov
Dec
Executions
1234 1234
577,758
1,077,906
1,011,220
716,178
522,300
324,076
40,020
87,900
Total Cost: 4,084,978
1
1
1
1
1
1
Oct
1234
6
6
7
6
5
7
3
3
TV
Good Eats
&(* /)
New Girl
Modern Family
1
1
1
Mar
1234
Grand Total
26
media budgeting
Magazines : all executions are 1 page spreads 1.
2.
3.
4.
5.
6.
Total Cost
Title
W
Barron’s
Conde Nast Traveler
Vanity Fair
Travel & Leisure
Bon Appetit
# of times
6
7
6
6
5
6
Internet
Cost per page
96,293
46,296
119,363
179,651
104,460
144,460
Total Cost
577,758
324,076
716,178
1,077,906
522,300
866,760
$ 4,084,976
Website
1D@BG
Frequency Impression
CPM
Total Cost
Pandora
6m
3
18 m
$60
1,080,000
'TKT
6m
3
18 m
$100
1,200,000
NYtimes.com 4 m
3
12 m
$8
120,000
LAtimes.com 4 m
3
12 m
$8
120,000
IMDb.com
3
12 m
$8
120,000
4m
Total Cost
$ 4,273, 422
Newspapers : all executions are 1/2 page spreads 1.
2.
Title
# of times Cost per page
New York Times
3
29,300
Los Angeles Times 3
13,340
Total Cost
Total Cost
87,900
40,020
$ 127,920
Radio : each commercial is a 30-second spot City or State
San Fransisco
Population
800,000
&1/
100
CPM
$800
Total Cost
6,400
Los Angeles
Portland
San Diego
New York City
Boston
Connecticut
New Jersey
Total Cost
9,800,000
530,000
3,000,000
8,000,000
580,000
3,500,000
8,000,000
100
100
100
100
100
100
100
$9,800
$530
$3,000
$,8,000
$580
$3,500
$8,000
78,400
4,240
24,000
64,000
4,640
28,000
64,000
$ 273,680
Television : for each execution Great Scott has budgeted, 1 rating point
Show
Good Eats
Mortifed Sessions
So You Think You
Can Dance
Executions
20
20
20
Cost per point
$30,000
$30,000
$30,000
Total Cost
600,000
600,000
600,000
New Girl
Modern Family
Total Cost
20
20
$30,000
$30,000
1,200,000
1,200,000
$ 4,200,000
27
brand activation
a taste of serenity
objective:
To allow a traveler to immerse themselves in the calmness,
HMSQHFTHMF@MCƦ@UNQETKDWODQHDMBDNE3@YN3D@
strategy:
3NHLOKDLDMS@M@QD@NEř9DMŚHM@BNƤDDSD@B@EDKNB@SDCHM
K@QFD@MCONOTK@Q@HQONQSR@QNTMCSGDBNTMSQX)%*2%. 3+
"QD@SD@RO@BDENQEQDDR@LOKHMFNE3@YN3D@Ʀ@UNQRRNSG@S
people can taste the richness of the tea and experience a
getaway within the stress of an airport.
Coupons would also be distributed in these cafes that
would incentivize customers to purchase and experience
SGDLDLNQ@AKDƦ@UNQDWODQHDMBDRNE3@YNSD@@MCHLLDQRD
themselves in the tranquility before & potentially enhancing
their day of travel.
objective:
strategy:
28
show us your mug shot
To build a better relationship with Tazo Tea customers by
collecting personal stories from individuals about their favorite
mugs
To use Facebook to promote Tazo Tea by asking people who
visit the Facebook page to send in a picture of them with their
favorite mug.
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when you are drinking it out of your favorite mug!
People will be taken from the Tazo Tea Facebook page to
the Tazo Tea website where they will be prompted to submit
a picture of themselves with their favorite mug as well as
download free coupons.
evaluation
Tazo Tea’s goals for this advertising
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campaign was executed over a period of
one year. Great Scott felt it was important
to collect quantitative data not just at
the end of the year, but throughout the
entire year. The increase in sales was
recorded each month. To quantify the
DƤDBS NE SGD B@LO@HFM QDF@QCHMF AQ@MC
awareness how many individuals visited
the website and the facebook page
each month will be documented as well.
!"##
29
great scott! biographies
meet erin
Erin Irby is an Integrated Marketing
Communications junior at Ithaca
College. She is the president of
Active Minds, a national organization
that promotes mental health and
positive stress relief on campus. She
has volunteered at the local library,
the TCPL, for the past two years and
now serves as their Foundation’s
development intern.
Erin delights in the beauty of everyday
life, the warmth of the radiant sun, and
SGDINXNEKHUHMF2GDKNUDRSNCQHMJ9DM
read a good comic book in her backyard,
and watch the wildlife play.
30
meet jenna
Jenna Jablonski studies Integrated
Marketing Communications and Spanish
as a junior at Ithaca College. She stays
busy working for the Ithaca College
.ƧBDNE2STCDMS$MF@FDLDMS@MC
,TKSHBTKSTQ@K Ƥ@HQRUNKTMSDDQHMFHMSGD
community, and enjoying the natural
wonders of the Ithaca area.
Jenna loves to start her days with Tazo
Black Awake Tea
and her dream is to hike among the
giant redwoods in Northern California.
meet nate
Nate Lawrence is a Cinema Production Major and
an IMC Minor. During his college career, Nate
has focused on writing and directing dramatic
M@QQ@SHUDRGNQSƥKLR(MSGDRTLLDQNEGD
interned at a commercial production company
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6NQKCVHCD'DGNODRSNBNLAHMDGHRBQD@SHUHSXHM
producing motion picture media and knowledge
of the industry to build a successful career as
a director or commercials, music videos, and
ED@STQDƥKLR
Nate’s dream escape is into the snowy Sierras
around Lake Tahoe in California. Snow, inspiring
terrain, and culture draw Nate to his favorite
location to snowboard in the United States.
After a long day of riding the best snow in the
West, nothing sounds better than a hot mug of
Darjeeling tea to unwind.
meet zach
9@BG@QX,HKKNMHR@RDBNMCXD@Q3DKDUHRHNM
1@CHNL@INQ@SSGD1NX'/@QJ2BGNNK
of Communications at Ithaca College
with a minor in Integrated Marketing
"NLLTMHB@SHNMR'@HKHMFEQNL$@RS
Meadow, NY on Long Island, he does not
take too kindly to the winters of upstate
New York. In his spare time he likes to take
long walks on the beach, go rock climbing,
and read a good book.
'HRCQD@LHRSNLNUDSN-DV8NQJ"HSX
and work for Saturday Night Live on NBC
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1DEQDRGNMGHRBNƤDDAQD@J
meet sarah
Sarah Parker is a sophomore Integrated
Marketing Communications major with
a minor in Politics. She lives on the
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favorite activities include sailing and
coloring.
My dream is to be on a warm, sandy
beach watching the ocean waves crash
while drinking my favorite Tazo Tea
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meet tracy
3Q@BX1HU@RHR@ITMHNQ+DF@K2STCHDRL@INQVHSG@LHMNQ
in Integrated Marketing and Communications from Long
Island, New York. She is a member of the IC Women’s
Lacrosse Team and a member of the Student Athletic
Advisory Committee. Tracy partakes in the Ithaca College
,NBJ3QH@K3D@L@MCVNQJRVHSG@KDF@KƥQL@SGNLDNM
AQD@JREQNLRBGNNK3Q@BXG@RADDM@O@QSNE'@AHS@SENQ
'TL@MHSXATHKCRVGDQDRSTCDMSRGDKOATHKCGNLDRENQ
local families and families across the country. Tracy is an
avid member of Korean style yoga her local community
@SGNLD@RVDKK@R!HJQ@LXNF@RGDƥMCRSD@SNNAS@HM
the perfect balance of health and serenity that gets her
through each day with enthusiasm and wonder.
3Q@BXDMINXRCQHMJHMFSGD3@YNƦ@UNQŖ/@RRHNMŗ@MCCQD@LR
of traveling to an array of places, experiencing all the
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unique.
31
creative brief
32