the egg

Team ASchyler CainAlison GruossoAlyssa PalermoChristine Warner

table of contents• Company Overview - Alyssa• Situation - Alyssa• Problem – Alyssa• Objectives – Schyler• Share of Voice – Christine• Media Research Tools -

Schyler• Planning Parameters

• Media Mix - Alison• Media Strategies – Alison

• Target Audience – Christine• Media Profile - Christine

• Online - Alyssa• Social Media - Schyler• Print - Schyler• Radio - Christine• Mobile – Alison• Media Clock - Christine• Tactics – Alison• Budget – All • Media Flow Chart - All• Media Report Card - Alison

overviewcompany overview

The American Egg Board

• Egg producers’ link to consumers

• Mission: Increase demand for egg

• Funded by National Legislative

• Appointed by U.S. Secretary of Agriculture

http://www.aeb.org/images/website/documents/about-aeb/annual-report/annual-report_2010.pdf

incredibleegg.org• Marketing campaign showing the healthiness of egg

• Research about the egg

• Information and games for children

• Recipes and how-to videos

• Social media

http://www.youtube.com/watch?v=pCjFR9DvQ5w&feature=results_main&playnext=1&list=PL7A1D7061AF7F0470

overviewsituation

myth truth

http://www.eggnutritioncenter.org/page/david-l-katz-md-mph

overviewproblem

• The Lies: eggs are unhealthy

• The Truth: eggs are cheap and extremely healthy

• Variety: there are many specialty eggs in addition to the standard white ones

• Price: eggs are cheap

• Egg Recipes: there are thousands of recipes that call for eggs

share of voice

Women 18-34 are only 2% more likely to eat eggs than the national average

Eggs index low among women 18-34 in comparison to other breakfast foods

Frozen Pancakes/French Toast 128Instant Breakfast 126Frozen Breakfasts 125Granola Bars 123Frozen Waffles 116Cold Cereal 110Yogurt 110Doughnuts 109Bagels 109Muffins 104Eggs 102

media research tools

planning parametersobjectives

• Identify growth opportunities for the egg – new target audience

• Leverage health benefits & versatility of egg

• Clarify misconceptions of egg product

• Strengthen brand affinity between more specific target audience & egg

• Increase sales of the egg

planning parametersmethods

• Target new audience

• Choose media to communicate health benefits

• Choose media to target audience members where they have high activity

• Time campaign to parallel consumer behavior of egg consumption

planning parametersmedia mix

print radio mobile digital in-store

planning parametersmedia strategies

Right media at the

Right time in the

Right place to the

Right audience

planning parameters

Pulsing Strategy- Always something in media- More to kick off and end with holiday months

Reasoning- People buy eggs all year, everyday food.- People buy more eggs in summer + holidays

Mid-Year Evaluation- 7% safety net budget - $600,000

timing

target audienceUrban

Health

Conscious

Self Improvers

Career Driven

College

Educated

35 - 50K HHI

Egg-norant

Women 18-34

media profile

MAGAZINES111

RADIO 108

DIGITAL132

Smartphone Needy Always ConnectedMagazine Loyal

MOBILE

Social Media Addicts Fragmented AttentionMusic Streamers

paige lewisOn her mind…HusbandBabyHealth/Fitness

In her purse…iPhoneGym Membership CardDiapers

On her Pinterest…Food & DrinkPhotographyKids

In her driveway…Honda CRV

On her iPod…AdeleThe Wanted

On her grocery list…Vegetables, Fruits, NutsLean CuisineBaby Food

32, MarriedChicagoPart-time Nurse

meg robertsonOn her mind…Health/FitnessSocial LifeWork Promotion

In her purse…iPhoneGym Membership CardHeels

On her Pinterest…DIY & CraftsFilm, Music & BooksHair & Beauty

In her driveway…Public Transporter

On her iPod…KarminTrain

On her grocery list…Vegetables, Fruits, NutsVitamin WaterCold Cuts

26, SingleBostonBroadcast Producer

target audienceegg perceptions

Eggs are…

Not consumed daily

Primarily a breakfast food

Additionally used for baking and Easter decorations

A refrigerator stapleOur target is…

Unaware of the egg’s diversity as an ingredient

Aware of the egg’s protein benefits

Primary research: Survey Monkey

online

30% of Budget, $2,870,342.67

Women spend roughly 13 hours/week online

Cooking/recipe sites, health/fitness sites, and other popular sites

Inspiration for eggs used in new recipes

Increase awareness of healthiness of eggs on popular websites

websitesFoodNetwork.com

69% Female

63% Adults 25-54

Median Age: 46

Median Household Income: $72,601

48% of users agree FoodNetwork.com gets them to try new things

14.8 million unique visitors

170 million page views

 http://www.scrippsnetworksdigital.com/Foodnetwork/default.aspx?p=Audience+Profile

websitesEpicurious.com

Average Unique Visitors/Month: 8,619,793

Average Page Views/Month: 45,695,989

Median Age: 50

73% Female

Age 25-64: 60%

Average Household Income: $94,576

http://www.condenastdigital.com/mediakits/epicurious/ http://www.condenast.com/brands/epicurious

websitesNewYorkTimes.com

Female: 50%Median Age: 44Median Household Income: $74,538Unique Visitors/Month: Over 44 million

http://nytmarketing.whsites.net/mediakit/online

websitesHulu.com

Average Unique Visitors/Month: 6,306,11747% FemaleAge 18-34: 38%

http://www.quantcast.com/hulu.com http://hulu.com/advertising

websitesPandora.com 90 million registered users

More than 164,000 activations a day

63% 18-34 year olds

46% female

Average HHI: $75,000

social media

magazines

About 30% of Budget, $2,282,165

Chose popular women’s magazines

Health, Fitness magazines

Benefits:• High pass along factor• Highly targeted• Repeated exposure

magazinesOver 3 million monthly readers

59% 18-34 year olds

Median Age: 31

Median HHI: $61,500

$68.25 CPM

Total cost: $829,940

www.cosmomediakit.com

magazines

Over 1.5 million monthly readers

82% 18-49 year olds

Median Age: 31

Median HHI: $87,000

$98.67 CPM

Total: $618,878.20

www.shape.com/mediakit

magazines

Over 2 million monthly readers

69% 18-34 year olds

91% female readers

Median Age: 30

Median HHI: $43,700

$67.51 CPM

Total: $540,566.00

www.theparentinggroupmediakit.com

magazines

Over 5.6 million monthly readers

91% female readers

Median Age: 32

$238.07 CPM

Total: $292,780.80

www.condenast.com/brands/brides/media-kit

radio stations• Top 3 DMAs: New York, Chicago, and Los Angeles

• Total Budget: $1,953,600

• Chose the #1 stations for our demographic

• Mix between DJ Mention spots and Commercial spots

http://www.arbitron.com/home/mm001050.asp

radio stations

Z100• 4.3 million listeners each week• #1 18-34 in all dayparts• Elvis Duran and Ryan Seacrest are key personalities• Format: Mix of talk radio and Top 40s

Hot 97• New York’s leading hip hop station• #1 18-34 listeners in category• Format: Mix of R&B and Hip Hop• Funkmaster Flex and Angie Martinez are key personalities

http://www.z100.com/cc-common/YourAdHere/#ixzz1tczcxBJ7http://www.rapnews.net/0-202-261696-00.html

new york

radio stations

103.5 Kiss FM• 2,247,100 total radio listeners every week• Format: Top 40s• Core Listeners: 18-34

101.9 The Mix• Major demographic 25-54 year old women• Format Top 40s• Eric & Kathy in mornings and Cara in afternoons

http://miami.gopride.com/news/printer.cfm/ArticleID/20133529http://www.wtmx.com/koz.php

chicago

radio stations

102.7 Kiis FM• Format: Top 40s• #1 age 18-34• 1.24 million listeners a week

97.1 Amp Radio• Format: Top 40s• Competes with Kiis FM for #1 spot in 18-34• 2,819,800 listeners in overall audience share

http://articles.latimes.com/1990-08-01/entertainment/ca-1666_1_radio-stations http://en.wikipedia.org/wiki/KAMP-FM

los angeles

media clock

Months:

MEDIA ON: July – AugustMEDIA DARK: September – October MEDIA ON: November – December

Day Part:

MORNING: 6 – 9AMMIDDAY: 12 – 2PMEVENING: 5 – 8PM

radio

budget

Digital34%

Print27%

Radio23%

Mobile9%

Reserved7%

tacticsflowchart

Vehicle July August September October November December 1 8 15 22 29 6 13 20 27 3 10 17 24 1 8 15 22 29 5 12 19 26 3 10 17 24

Digital                                                     Unique Visitors (Monthly) CPM Total Impressions Total Media CostPandora                               109,876,600 4.00  329,629,800   1,318,519.20 

New York Times                             44,000,000 4.00  88,000,000   352,000.00 Hulu                               6,306,117 4.00  18,918,351   75,673.40 

Epicurious                                             8,619,793 4.00  103,437,516   413,750.06 The Food Network                                                     14,800,000 4.00  177,600,000   710,400.00 

Total 717,585,667 2,870,342.67 Social Media                                                        

Facebook                                                     0.00 0.00Twitter                                                     0.00 0.00

YouTube                                                     0.00 0.00Total 0.00

Print                                                     Circulation CPM    Brides          307,454  238.07  292,780.80 

Cosmopolitan          3,040,013  68.25  829,940.00 Shape          1,568,055  98.67  618,878.20 

Baby Talk          2,001,733  67.51  540,566.00 Total 2,282,165.00

Radio                                                       CPP   New York  

Z100                                 589.00                        706,800.00 Hot 97                

Chicago  103.5 KissFM                                 410.00                        492,000.00 101.9 The Mix                

Los Angeles  102.7 KIIS FM                                 629.00                        754,800.00 

97.1 AMP Radio                Total 1,953,600.00

Mobile                                                       CPM    New York Times                                                     4.00

191,250,000 765,000.00 Epicurious                                                     4.00The Food Network                                                      4.00

YouTube                                                     4.00Total 191,250,000 765,000.00

Grand Total 7,871,107.67   Reserved Budget  628,892.33                                                         Overall Media Budget 8,500,000.00

tacticsjuly - august

Vehicle July August1 8 15 22 29 6 13 20

Digital                Pandora        

New York Times        Hulu        

Epicurious                The Food Network                

TotalSocial Media                

Facebook                Twitter                

YouTube                Total

Print                Brides    

Cosmopolitan  Shape    

Baby Talk  Total

Radio                New York

Z100        Hot 97        

Chicago103.5 KissFM        101.9 The Mix        

Los Angeles102.7 KIIS FM        

97.1 AMP Radio        Total

Mobile                New York Times                

Epicurious                The Food Network                 

YouTube                Total

Grand Total                 

tacticsSeptember October

27 3 10 17 24 1 8 15 22 29                                                                            

                              

                                                                            

                    

  

 

                   

                                                                                               

                   

september – october

tacticsnovember – december

November December 5 12 19 26 3 10 17 24

                Unique Visitors (Monthly) CPM Total Impressions Total Media Cost  109,876,600 4.00  329,629,800   1,318,519.20 

44,000,000 4.00  88,000,000   352,000.00   6,306,117 4.00  18,918,351   75,673.40 

                8,619,793 4.00  103,437,516   413,750.06                 14,800,000 4.00  177,600,000   710,400.00 

717,585,667 2,870,342.67                                     0.00 0.00                0.00 0.00                0.00 0.00

0.00                Circulation CPM    

   307,454  238.07  292,780.80      3,040,013  68.25  829,940.00 

   1,568,055  98.67  618,878.20      2,001,733  67.51  540,566.00 

2,282,165.00                   CPP  

                         589.00                        706,800.00        

                         410.00                        492,000.00        

                         629.00                        754,800.00        

1,953,600.00                   CPM                    4.00

191,250,000 765,000.00                 4.00                4.00                4.00

191,250,000 765,000.00 7,871,107.67

Reserved Budget  628,892.33                     Overall Media Budget 8,500,000.00

mobileMobile - $765,000

Medium

- m.youtube.com

- NYTimes.com

- Epicurious.com

- FoodNetwork.com

Months

February(162,580,256)November(19,588,144)

November(2,396,027)

December(10,214,880)

Benefit

Mobile Desktop

Mobile site features:- Blogs- My Alerts (track news by

topic/keyword)- Email articles

Award winning family of mobile apps allowing search for Epicurious recipe collection on iphone, ipod touch, ipad, Android

Various Mobile Modes:- Search- Browse- Shopping List- Cookbook Mode- Favorites- Recipe Box Sync

Enable New Conversations:

Click to Web 78%Click to Download 19%Click to Call 2%Click to iTunes 1%

Source: Jumptap MobileSTAT Report, July 2011 “Marketplace Click Destinations”

Source: Quantcast.com

tactics* Include rationale for media choices (high index, etc.)

Print - Magazines

• Visual• Genre-specific• High reader Involvement• Quality color reproduction

Radio - Afternoon, morning• On-the-go• Station/genre• Negotiable rates• Daypart

Mobile• On-the-go • Engaging• Personal Phone• Targeted Audience

Digital - Online• Behaviorally/Contextually Targeted• National vs. Local• Visual

media report cardVehicle Mediums Key Benefit Limitation

Print (Magazines)

- Brides- Cosmopolitan- Shape- Baby Talk

- Visual- Genre Specific- High reader involvement- Quality color reproduction

- No interaction- Costly- Long Lead Time

Radio - Z100 (NY)- Hot 97 (NY)- 103.5 KissFM (CHI)- 101.9 The Mix (CHI)- 90.1 Best Music, Best Variety (LA)- 97.1 AMP Radio (LA)

- On-the-go- Station/genre- Negotiable rates- Daypart

- No visual- Distractions- Can't go back to ad- Background Medium

Digital/Online - Youtube- Pandora- Hulu- NYTimes- Epicurious- The Food Network

- Option to click Egg link- Interaction- Visual- National vs. Local- Behaviorally/ Contextually Targeted

- People Ignore- Low click rate- Unclear ROI- People buy in person- Costly

Mobile - m.youtube.com- NYTimes - Epicurious- The Food Network

- On-the-go- Engaging- Personal phone- Targeted Audience

- Size limitations (Optimization)- Device Restrictions