jones soda media planning project
TRANSCRIPT
Target Audience • Target Audience: Demographics: The younger generation of all
races. Ages 15-25.
• Psychographics: “Young”, “Cool”, “Sporty”, “Current and hip”. Targeted towards a more “be you” crowd. The product asks consumers to be different. The brand is the consumer.
• Geographic Targets: Looking on the website, a majority of the providers are located in the south east, mainly Florida. There are some retailers that are nation/worldwide such as Walmart. Product can be purchased online. Can even be purchased through third party websites such as ebay and Amazon.
• Primary market will be Orlando, Florida.
Image source: huffpost.com
Purchasing Power
• “CHICAGO (MarketWatch) --Younger Americans, those born from 1982 to 2000, have purchasing power of more than $200 billion a year, influencing as much as half of all spending in the economy, a new study shows.”
Fact from Market Watch
What we care about
Both Gen Y and Z care deeply about social causes. A study by Cone revealed that 9 out of 10 consumers in these generations would switch to a brand associated with a good cause if quality and price were comparable.
Study done by Cone
Our campaign
• Campaign name: #TackleBullying• Goal: To increase brand recognition as well as sales
while spreading awareness on an important issue that has been left in the dark.
• Plan: Create a flavor and design a bottle specifically towards this campaign. Advertise the bottle along with the campaign and trend people with the bottle to spread awareness.
• Why: This brand is about being comfortable with yourself and being proud of who you are. Its audience is teens who are the primary victims of bullying.
Bullying statistics
In The US, according to PACER:• Nearly 1 in 3 students report being bullied
during the school year (National Center for Educational Statistics, 2013).
• The reasons for being bullied reported most often by students were looks (55%), body shape (37%), and race (16%).
Media Plan Network Time Rate Spots Weekly
Total IMP
TNT M-Sun 6p-8p $865 4 3,460.00 884
FAM M-Sun 8p-11p $295 4 1,180.00 1,038
FX M-Sun 8p-11p $650 4 2,600.00 1,971
ESPN M-Sun 8p-11p $1,150 3 3,450.00 1,070
ESPN Sat-Sun 12n-6p $365 6 2,190.00 1,378
TOTALS 21 12,880.00 6,341
Source: Bright House Networks
Advertising Markets
OrlandoRichmondTrenton Baton RougeChicago Jefferson city
1,000,000 100,000
750,000250,000
100,000
Marketing Materials
• New packaging labels for the campaign• Producing a new flavor • Create a T-shirt to give away with every
purchase to spread awareness of the brand and issue.