The Brand

Client Information ●  Newman’s Own has great brand

awareness ●  It is well known for its quality

ingredients, healthy products, charity mission, and good taste

Salad Dressing: ●  There has been a 7.2% decrease in

salad dressing sales ●  40% of salad dressing units are sold

in the summer ●  It is Newman’s Own core product

Source: Newman’s Own Client Brief

Brand Experience

●  We created a survey for our friends and families to get their opinion about salad dressing

●  Many people favor Newman’s

Own salad dressing and are satisfied with their purchases

Brand History/ Analysis

A Newman’s Own History background. Overview on what Newman’s Own is doing right and challenges they are facing right now.

Competitors

Newman’s Own contribution to overall category spend: 2011:8% 2012:14% 2013:15% Newman’s Own has a very low following on social media compared to their competitors

Consumer Research

Primary Demographic Research ●  Marital status: married women - index: 111

●  Education: post-graduate degree holder - index: 150

●  Children: households with three children - index: 111

●  Household income: income of $ 250,000 - $ 275,000 - index: 188

●  Employment: full-time employed - index: 111

●  Age: ages of 21-24, 35-39, and 50-69 all had high indices. ○  Those of age 21 had the highest- index: 124

Source: Newman’s Own team

4 Key Behaviors

Source: Simmons

6 Real Lives Behaviors

Source: Newmans Own deck

MRI/Simmons Behaviors & Psychographics: Females 25-34, 35-49 Food Attitudes:

●  Try to lose weight by dieting (131, 141) ●  I really enjoy cooking (121, 120) ●  I like to try new recipes (133, 120) ●  Kitchen is the most important room in my home (118, 150) ●  Looks for organic/natural food (115, 134)

Shopping Attitudes: ●  Always look for brand names (96, 116) ●  Always look out for special offers (130, 135) ●  I expect the brands I buy to support social causes (

Health/Diet: ●  Like to know about ingredients before I buy (113, 119) ●  Think of the calories in what I eat (120, 111)

General: ●  Newman’s Own product in last 6 months (150) ●  More likely to buy a brand that supports charity (85) ●  I enjoy showing my home off to guests (115) ●  Willing to pay more for a higher-quality product (113)

Source: MRI/

Simmons

Target Audience - “Karen”

●  Karen is an affluent mother, between 25-49 years old, who leads a busy and active lifestyle

●  She is married and works professionally but her family is still very important to her

●  A fit and healthy lifestyle is important to her, as is multitasking ●  Karen enjoys cooking, is creative, likes to entertain friends/show off her

home, appreciates/enjoys the arts and home décor, likes to read, and keeps up on celeb gossip

●  She is an avid user of her smart phone, as well as social media, relevant magazines, radio, and the internet

●  When shopping, she prefers a trusted name brand as opposed to price

“Karen”

Matrix Optimization

Communication Tasks

●  Matrix Optimization of Performance Tasks o  Optimized as an “Established Brand” o  Want/Desire: 34%, Talk About: 19.1%

o  Optimized as a “Re-Launch” o  Want/Desire: 19.1%, Notice: 25.1%

Source: Matrix

Optimized Medias ●  Weren’t able to

optimize for actual spend per media due to not having CPM’s, estimated costs from similar clients’ spend and prices from media investment teams.

Source: Matrix

Objectives

The Big Brief WHAT COMMS WILL DO: Successful relaunch of brand to increase salad dressing sales. WHO WE WILL WIN: “Karen” HOW WE WILL WIN: By bringing relevant ads into our consumers path to purchase, we will show them that Newman’s Own is more than a salad dressing..its part of their lifestyle. WHAT WILL WE MEASURE: Increase in preference of brand, and a 7% increase in salad dressing sales.

Our Brief

Strategy

Media Strategy

Budget

The Media Plan

The Plan

Q2

Campaign Launch ●  Upfront - utilize multiple

platforms to our advantage for maximum reach to increase interest in the Newman’s Own product, and thus increase sales.

●  Creative - personal health/ fitness

Q2 - OOH

●  Most popular media after Matrix ●  Outdoor Quintile:

o  I (Heavy)-II (133, 134) ●  East/West Coast markets had

highest indices for salad dressing usage

●  Objective: target stores and HHI areas surrounding stores

Plan Summary: ●  West Coast: San Francisco, San

Diego, Sacramento, L.A ●  East Coast: Hartford, Boston,

New York, DC ●  Stores: Stop & Shop, Shop Rite,

Wal Mart, Target ○  selected from Newman’s

Own distribution ●  Medias: Digital signage, gas

station signage, Zoom Fitness venues, parking lot signage, in-store shelf talkers, nail salons ○  1,143 units in Boston market

alone

Q2 - Local Radio ●  Complement to OOH campaign

o  Same local markets on East/West Coast ●  Radio Quintile: III (132) ●  Station formats of 6 local markets: News, Talk, Adult Contemporary/Adult

Hits, Country o  Selected based on demographic’s interests

●  Commuter day part (AM) o  Approx. cost: $200

Q2 - Radio Stations by Ownership Group

Q2 - Utilization of Orion Capital ●  Orion Capital partnership

o  Mediabrands Matters program

o  3% back on $325,000 investment

o  Approx. $9,750 client savings back to charity

Q2 - TV Networks: Preliminary

W 25-49, Married, with children, HHI 100K+

Networks (000)s Vert% Horz% Index

ABC Family 2603 27.64 4.93 123

Bravo 2209 23.46 6.9 173

E! 1732 18.39 6.65 166

USA Network 2020 21.45 3.44 86

Food Network 3363 35.71 5.66 142

HGTV 3350 35.57 7.41 185

Oxygen 614 6.52 2.95 74

TLC 2662 28.45 5.97 149

●  We chose networks with highest indices for our demographic ●  TV Quintiles: IV (157)

Source: MRI

Q2 - TV Networks: Secondary ●  We chose National Cable Networks that had the highest ratings for our

desired demographic

NETWORK W2549 USA 0.49

HGTV 0.31 FOOD 0.27

FAM 0.25 TLC 0.25 BRV 0.24 EET 0.17

OXMD 0.11

Source: Mediabank Ranker

Q2 - TV Budget Allocations Nielsen Universe: W3549= 497.5

Cable Networks Gross Budget 2Q14 W2549 CPM W2549 :30 Planned GRPs

ABC Family $125,000 $26.52 9.5

Bravo Base $125,000 $22.27 11.3

Oxygen $98,000 $17.44 11.3

E! $260,000 $27.74 18.8

Food $225,000 $22.23 20.3

HGTV $130,000 $32.34 8.1

USA $125,000 $28.79 8.7

TLC $200,000 $26.32 15.3

Total $1,288,000 103.3

Savings $12,000

Q2 - Print ●  Previously only in print ●  Spend less but spend strategically for most profitable

reach ●  Magazine Quintile: I (118) ●  National: Self magazine

○  May, June issue (food issue) ○  Index: 313 ○  CPM: 203.74 ○  Cost: $138,747 ○  (000)’s: 681

●  Local: East Coast, Yankee magazine ○  March/April issue ○  May/June issue

Q2 - Mobile Usage ●  Our targeted demographic are actively on their smartphone for email and

regular phone usage

Source: MRI

Q2 - Mobile App Usage ●  Our consumer audience

actively use their smart phone apps for healthcare, books, education, travel, and shopping

●  There is a high index for

redeeming mobile coupons while shopping (204)

Source: MRI

Q2 - Mobile Objective: reach consumers at the moment of purchase Ibotta Mobile App: ●  Initial investment $50,000 ●  Free mobile shopping application enabling

consumers to discover, engage with and purchase products

●  2 billion+ offer views in 12 months ●  16th most frequently used app in US ●  Gamification and engagement capabilities drive

brand objectives ●  Recommended Engagements:

o  Fact o  Video o  Facebook & Twitter o  Recipe o  Do-Gooder

Q2 - Digital Search ●  Utilize digital search to compliment OOH and TV advertisements ●  Leverage two different types of search

o  Specific: will purchase search keywords and phrases such as “Newmans’s Own” and “Paul Newman”

o  Broad: will purchase search keywords and phrases such as “Healthy Living” “How to eat healthy” “All natural”

Programmatic ●  Advertise on the magazine websites that are running N’O adds (self,

shape, prevention, real simple)

Q2 - Digital

Q3 Q3 - Lead into Q4

●  Maintain momentum of Q2 capitalizing on seasonal changes (summer/ back to school)

●  Creative - family centric

Q3 - Print ●  Still spending strategically ●  Coupon suggestion ●  Family centric/back to school ●  National: Family Fun magazine

o  August issue o  Index: 423 o  CPM’s: 294.69 o  Cost: $197,740 o  (000)s: 671

●  Local: West Coast, Sunset magazine o  July, Aug, Sept issues o  Seasonal change, their “summer”

Source: Matrix

Q3 - Mobile

Objective: reach consumers at the moment of purchase Ibotta Mobile App: ●  Initial investment $50,000 ●  Free mobile shopping application enabling consumers to

discover, engage with and purchase products ●  2 billion+ offer views in 12 months ●  16th most frequently used app in US ●  Gamification and engagement capabilities drive brand

objectives ●  Recommended Engagements:

o  Fact o  Video o  Facebook & Twitter o  Recipe o  Do-Gooder

Q3 - Digital Digital Search ●  Continue specific digital search to maintain brand awareness

o  Keywords: Newman’s Own, Paul Newman, My Newman’s Own Programmatic ●  Utilize digital private market programmatic through a vendor such as

cadreon to also continue brand awareness

Q4 - Final Push ●  Leverage brand awareness and

donations to charity, combined with the holiday season to make Newman’s Own the prefered choice and increase sales

●  Creative - Charity, Holiday,

Home Cooking

Q4 - TV ●  National cable networks

o  Couldn’t afford primetime o  Evening daypart

●  Estimated budget from historic spend of similar clients ●  Different allocation of networks for quarter four in comparison to quarter

two

Cable Networks Gross Budget 4Q13 W2549 CPM W2549 :30 Planned GRPs

ABC Family $50,000 $25.08 4

Bravo Base $25,000 $25.43 2

Hallmark $50,000 $16.80 6

E! $75,000 $28.00 5.4

Food $100,000 $31.72 6.3

HGTV $25,000 $33.45 1.5

USA $75,000 $25.50 5.9

Total $400,000 31.1

Q4 - TV Budget Allocations

Q4 - Print ●  Leverage holiday season/home cooking ●  Higher emphasis on print ●  National:

o  Coastal Living (hit East/West coasts) o  Oct, Nov, Dec issues

§  Index: 266 §  CPMs: 149.57 §  Cost: $69,100 §  (000)s: 462

o  Cooking Light o  Oct, Nov, Dec issues

§  Index: 286 §  CPM’s: 110.7 §  Cost: $137, 600 §  (000)s: 1243

Q4 - Mobile Objective: reach consumers at the moment of purchase Ibotta Mobile App: ●  Initial investment $50,000 ●  Free mobile shopping application enabling consumers to

discover, engage with and purchase products ●  2 billion+ offer views in 12 months ●  16th most frequently used app in US ●  Gamification and engagement capabilities drive brand

objectives ●  Recommended Engagements:

o  Fact o  Video o  Facebook & Twitter o  Recipe o  Do-Gooder

Q4 - Digital Digital Search ●  Utilize digital search to compliment TV advertisements ●  Leverage two different types of search

o  Specific: will purchase search keywords and phrases such as “Newmans’s Own” and “Paul Newman”

o  Broad: will purchase search keywords and phrases such as “Give back” “Ways to donate to charity” “Give to charity”

Online Video ●  Utilize online video (hulu) to increase engagement and mass brand

awareness

Recommendations for Q1, 2016 ●  Purpose: Continued presence over the course of the year ●  Plan: Remainder of budget spend like digital advertising such as online

videos (Hulu and YouTube)

Full Holistic

Media Holistic

Media Flowchart

Specific Metrics by Media ●  OOH: impressions ●  TV: reach & frequency ●  Radio: reach & frequency ●  Social: interaction with brand ●  Digital: clicks (pay-per-click) ●  Mobile: engagements w/ app ●  Print: reach & frequency

#MyNewmansOwn

Social Media Proposal High social networkers (192 index) Q1: (No Advertising) Q2: “My Newman’s Own is more than a salad dressing, it’s a healthy lifestyle!” ●  #MyNewmansOwn #Healthyliving ●  Consumers will post recipe ideas and pictures to their social media websites (organic

ambassadors) ●  The best recipes will be re-posted on Newman’s Own social media pages ●  Winners will get their recipe on the back of the bottle

Q3: “My Newman’s Own is more than a salad dressing, it means family time!” ●  #MyNewmansOwn #Familytime ●  Consumers post pics or ideas for family time ●  Newmans own will repost pics and ideas on social media

Q4: “My Newman’s Own is more than a salad dressing, it’s a way to give back!” ●  #MyNewmansOwn #GiveBack ●  Consumers will post their favorite charities and why on their social media pages- Newmans own

will re-post on their own social media websites ●  Newman’s own will donate to the winners charity 1000 dollars

Source: Matrix

Closing

●  Bonny Tan, Initiative, HR ●  Barbara Pokorny, Initiative, research tools ●  Deb Nanus, Initiative, client information ●  John Coffaro, Andrew Weinstein- Rapport, OOH campaign ●  Liz Bastian, Initiative, Consumer Strategy ●  Matt Sauli, Orion Capital, Mediabrands Matters program ●  Jane Krause, Orion Capital, spend analysis ●  Giuliana Terrell, Orion Capital, local radio ●  Emily Leahy, Orion Trading, local radio ●  Lindsey Kaufman, Initiative, Digital ●  Mia Mariano, Initiative, Intern project team ●  Chloe Mangan, Initiative, TV Investment ●  Emma Phillips, Initiative, TV Investment ●  Adrian Padron, Initiative, Digital Search ●  Aliu Oyofo, Ansible, Mobile Strategy ●  Sam Rogers, Initiative, TV Investment ●  Kevin Fritts, Initiative, TV Investment ●  AND ALL OTHER MENTORS!

Thank you!

Questions?