Blue ApronDynamec Media

Be Green

Be Blue

Diana, Eileen, Michelle, Christina, Yasemin

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Goal &

Objective

Social Media

Audit

Competitor

Analysis

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Strategie

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PR

Timeline

SWOT

Dynamec Media

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Goal &

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Competitor

Analysis

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Dynamec Media

Background

Dynamec Media

Subscription-based Dinner-Kit Service

Delivers All Necessary Ingredients to Make Meal

Largest player in its

industry

Biggest subscriber

market is New York

City

Competitors include

Plated & HelloFresh

Online Store: Cooking

Gear & Cookbook

Delivers 1 million

meals/month

Dynamec Media

BIG Idea

Focus on NYC :

A city that is eco-

sensitive and

health conscious

Eco-Friendly

Packaging Material

&

Packaging Recycling

Instruction

Green Idea :Differentiation

Commitment to reducing

Waste Packaging

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Goal &

Objective

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Audit

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Dynamec Media

Social Media Audit

Dynamec Media

❖ Lacks of tactics to interact with fans

❖ Responds to fans’ questions and complaints about the service,

but hardly does it directly contact with fans

❖ 60% males & 40% females of 21.5K followers, most of whom live in

NYC

❖ Not establish highly-engaged interaction agenda

❖ Positions to be a professional who keeps cooking time-saving

❖ Over packaging and wasteful boxes raise negative video

reactions

Social Media Audit

Dynamec Media

❖ 74% female, half of whom feel positive about the brand &

all males feel neutral

❖ Young mothers aged 28-40 as major group of influencers

used to share BA info

❖ 75% of NYC customers hold positive evaluation, 13%

hold neutral & 13% have negative evaluation

❖ Users have positively identified BA as timesaving meal kit

deliver with fresh ingredients and diverse recipes

Social Media Audit

Dynamec Media

❖ Higher engagement in Boston and Bridgeport than in New York City

❖ Higher engagement with more posts on Sunday

❖ 48 food photo boards to interact with people who love cooking

❖ Low engagement

❖ Reposts blog photos and videos to drive traffic on the

webpage and the blog

❖ Failed to create buzz and stimulate the community to

proactively share and discuss the products

❖ A good reputation about the overall service

❖ Leave reviewers who made the complaint to customer service

❖ Does nothing to deal with customers’ complaints

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Dynamec Media

Competitor Analysis

Dynamec Media

Comparison

Chart

Dynamec Media

● Has a page dedicated to recycling with a heading

of “Go Green with HelloFresh!” stating its

commitment to preserving the earth

● Offers clear recycling instructions

● Encourages customers to return their food pillows

by mailing them to its recycling center in order to

be re-used

● Partners with Recyclebank by returning boxes to

Recyclebank

● References recyclable packaging on

the web.

● Difficult to locate to get sufficient

instructions

● Individually answers user’s recycling

question on Twitter

● Not deem recycling as a serious issue

or concern

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Goal &

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Audit

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Analysis

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Dynamec Media

Goal & Objective

Dynamec Media

★ Blue Apron = green company = recycles/eco-

friendly

○ Improve level of engagement to increase followers by

20% on:

■ Twitter

■ YouTube

■ Pinterest

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Goal &

Objective

Social Media

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Dynamec Media

Research

Dynamec Media

Trending Keywords

● Food - Live - Love - Lover - Mom -

Cooking - Recipes - Life - Healthy

Trending hashtags

● #recipes, #food, #foodies,

#recipes, #foodporn, #cooking,

#foodie, #yum

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Dynamec Media

Strength

s

Weaknesse

sOpportunitie

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Threat

s

Industry Leader

More Followers Than Competitors

Overall Positive Sentiment to the Brand

Lack of Engagement in All Owned Media

Generic/poor responses to comments

Lack of Unity in Language

Overwhelmingly Neutral Sentiment

Competitors Aren’t Engaging Effectively

Competitors Attention to Packaging

Dominate the Social Media Platforms

Over-packaging & Unclear Recycle Guide

Lack Brand Advocates

Industry Issues Attributed to Blue Apron

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Goal &

Objective

Social Media

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Competitor

Analysis

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PR

Timeline

SWOT

Dynamec Media

Audience

Dynamec Media

● Green people

● Beginner cooks and expert chefs

● Young Professional Couples and Young Families of Four

● Older couples, whose kids have grown up and left the house

Dynamec Media

Demogra

phicsAudience

Young professional couples

and Young Families of Four

Beginner Cooks and

Expert ChefsOlder couples

Age:

Adults: 21-50 years old

Children: below age of 15

Personality:

● hectic schedules

● decent incomes

● busy to go grocery

shopping

● maintaining a healthy and

green lifestyle

Age:

over 50 years old

whose kids have grown up

as adults

Personality:

● making smart food

choices

● maintaining healthy eating

behaviors and a green

lifestyle

● idea of no-waste cooking

Include many single

adults

Busy Schedule

Enjoy Cooking

Dynamec MediaParticipat

ion Audience

Major

Concerns

Perception abt.

GREEN● build a community focusing on

family-centered activities

● build two-way communication on

social media platforms

Developing BA as a good-for-families

by:

● launching family-centered

activities

Target audiences address three aspects on the issue of

green:

1. concern about excessive packaging and wasteful boxes

2. reuse boxes, plastic containers and freezer packs

3. complain about rotten ingredients

⬇

BA establish the leadership in the industry to educate

customers the necessaries of individual packaging and

methods of recycling bags and boxes.

Dynamec MediaBenefits of

Interaction Audience

Influencer

s● Share their voice and words

about BA

● Build BA as a brand of

raising concept of green in

the industry

● Advocate the brand with

families, friends and

communities on social

media

● Yelp

● influential blogger

Courtney

● Celebrities

@realtonyrocha

@bigalpeoplespal

@daniellejonas

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Analysis

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Dynamec Media

Strategies

Dynamec Media

Strategies

Dynamec MediaChannel Strategy &

Engagement

Strategies

Dynamec Media

change color

Channel Strategy &

Engagement

Channel Strategy &

Engagement

Strategies

Dynamec Media

change color

Channel Strategy &

Engagement

Channel Strategy &

Engagement

Strategies

Dynamec Media

Be Green

Be Blue

Microsite and 2 different Contests

Create Content & Engage with Our People with

Tutorials & Tips on How to Recycle in NYC

Partner with the NYC Department of Sanitation

Helping Us in the Quest of Educating New

Yorkers in a Fun & Simple Way

Channel Strategy &

Engagement

Channel Strategy &

Engagement

Strategies

Dynamec Media

Content &

Channel Content #1,

Recycled Arts Contest

PROCESS

● Launch it on Pinterest and Instagram as an initiative of the campaign

● Invite followers to create artworks of recyclable packages

● Contestants can upload pictures of recycled art pieces on Pinterest and Instagram

● Showcase 10 selected artworks on our Microsite

● Contestants participate in polls on their favorite artworks and share their choice

● Winner gets a month of Blue Apron along with a set of cookware and bakeware.

MESSAGE

Hashtag: #BArecycleart & #BAbegreenbeblue

Strategies

Dynamec Media

Content &

Channel Channel,

Recycled Arts Contest

Create a board to repin photos to collectives showcase

contestants’ works

● present contestants’ art pieces

● followers are expected to upload and pin their

creative art pieces

● measure through the numbers of pins/repins on

the Recycle Arts Contest board

Followers upload or repost their art pieces ideas

● followers upload pictures

● they can also upload 15 second videos with

the hashtags

● followers are expected to express themselves

through artworks, and have fun with Blue

Apron recycle packages

● drive followers into potential customers by

sending free recipes

Strategies

Dynamec Media

Content &

ChannelContent #2,

Recycle Blogger

Contest

PROCESS

● Invite 10 Mommy, Green and Foodie bloggers to participate in the contest

● Give bloggers a free one month subscription

● In the end, upload the 10 videos on Facebook, Youtube and Microsite and ask people to vote for

them.

● The NYC Department of Sanitation will have a winner of their own.

● Give 2 prizes that include Blue Apron’s new line of exclusive cookware and bakeware and a month

free subscription plan.

MESSAGE

Hashtag: #BAbegreenbeblue #NYCrecycle

Strategies

Dynamec Media

Content &

ChannelChannel,

Recycle Blogger

Contest

The contest will be advertised with an exclusive event page in FACEBOOK

● use hashtags #BAbegreenbeblue and #NYCrecycle

● followers to comment on the ideas and give the participants more

ideas of what they could do

Moving all of content constantly and driving traffic to the Microsite

● posting content of the contest to keep people on track of the

type of ideas we are looking for

Videos of the recycling ideas will be uploaded

● Every video will be uploaded

● Bloggers followers are expected to like and

comment on the ideas

● Measuring the amount of likes and

comments

Strategies

Dynamec Media

Measuremen

t

★ Survey at the beginning & end of the campaign

★ Verify & Specify the awareness level of “Be Green, Be

Blue”

Strategies

Dynamec Media

Monitoring

★ Use Hootsuite to monitor constantly our social

media platforms

★ Use Sysomos to measure keywords,

wordcloud, audience profile, sentiment and

influencers on all platforms.

★ SimplyMeasured, will be used to analyze

engagement on owned media.

Backgroun

d

Goal &

Objective

Social Media

Audit

Competitor

Analysis

Researc

h Audience

Strategie

s

PR

Timeline

SWOT

Dynamec Media

Dynamec Media

Be Green Be Blue - Mid February (After Valentines) until April

Phase Dates Item

Preparation Phase

Jan. 19 - Feb. 18 Logistics preparation Partnership securement (Delivery service supplier and NYC Dep. of Sanitation)Survey #1

Phase 1 Feb. 19 - Feb. 27 Beginning of Recycle Initiative Launch with microsite launch and Blue Apron will become green for this campaign.

Phase 2 Feb. 28 - Mar. 28 1. Art Recycling Contest on Instagram and Pinterest2. Recycling Contest that collaborates with NYC Recycles announce their

commitment to being green, and educates and encourages NY to care about recycling.

Mar. 28 - Apr. 11 Blogger Contest Votations will be open

Phase 3 Apr. 11 - Apr. 18 Best content will be post on our owned mediaSurvey #2End of Recycling Campaign; Blue Apron’s owned media will go back to it’s original blue color, and the Microblog will become a permanent section of the Webpage

PR Timeline

Blue ApronDiana

Yasemin

N

A

Michelle

Eileen

Christina

Media

Thank

You!

Be Green, Be

Blue