smoothies campaign

22
Overview of the plan. Aims: My aims for this campaign is to set up a newsletter subscription service for Innocent smoothies for six months to increase awareness of world hunger and also increase brand awareness while working on this campaign. Innocent smoothies promise to donate €2 to a charity organisation called Gorta Ltd for every newsletter subscription And by the end of this campaign I hope to increase the company reputation and also create awareness on hunger and also promote a healthier society by running a competition for subscribers of my newsletter to be in a chance to win one crate of innocent smoothies for two months .I will use E-tools such as twitter, google analytics, Email newsletter and YouTube to measure the result of my campaign.

Upload: sheriff-shobowale

Post on 15-Jul-2015

40 views

Category:

Documents


0 download

TRANSCRIPT

Overview of the plan.

Aims:

My aims for this campaign is to set up a newsletter subscription service for Innocent smoothies for six

months to increase awareness of world hunger and also increase brand awareness while working on this campaign.

Innocent smoothies promise to donate €2 to a charity organisation called Gorta Ltd for every newsletter subscription

And by the end of this campaign I hope to increase the company reputation and also create awareness

on hunger and also promote a healthier society by running a competition for subscribers of my

newsletter to be in a chance to win one crate of innocent smoothies for two months .I will use E-tools

such as twitter, google analytics, Email newsletter and YouTube to measure the result of my campaign.

Overview of innocent smoothies LTD.

Innocent smoothies is a public limited company founded 1999 by Richard Reed after selling some

smoothies at a music festival since he enjoyed making smoothies so much he tried an experiment by

putting two baskets beside his stall one had “yes” and the other had “No” and asked customers if they think he should give up his current jobs to make smoothies for a living.

He noticed a few hours later the Yes basket was already full so he resigned from his job and that how

Innocent smoothies was founded

Innocent smoothies donates 10% percent of its profit to Africa because that where most of their

fruits/ingredients comes from and they want to help maintain the natural resources. Innocent

smoothies provides funding for four types of projects seed funding, local food poverty, breakthrough development and emergency relief.

Swot Analysis of Innocent Smoothies.

Strengths

Innovative product and creative marketing

Innocent were being innovative by launching a new flavour in to the market Good communication with customers and retailers

Weakness

Loss of originality In 2008 a report accused the company of making false claims by stating that their product was transported solely by boat or rail to reduce greenhouse gas emissions when they were in fact trucked over hundreds of miles from the continent. Innocent's website stated that their drinks were "made in the countryside" whereas they were actually imported from the Netherlands. The company stated that the information on their website was out of date and misleading statements would be removed promptly.

New competitors PRIEMIER FOODS PLC OCRCHARD HOUSE FOODS LTD WELLNESS FOODS LTD (http://www.hoovers.com/company-information/cs/competition.INNOCENT_LTD.ade7e6158fefd450.html) That has entered the market with similar product at lower prices.

Opportunities First there is global trend that encourages people to take more care about their health and one of the main points for achieving that is eating healthier and natural food, ‘innocent' smoothies, juices and other brands have that characteristic and also they have a good know reputation.

Second with the partnership that ‘innocent' has made with McDonalds they have introduced their

brand in a worldwide know fast food chain, that has being able to entered to almost all countries in the

world and had being able to adapt their products to the specials needs of every country. Also

McDonalds is target to satisfied the needs of every member of the family, as ‘innocent' has become

part of this it would help the brand not only to maintain their position as the number one brand of

smoothies in the UK but also to consolidates their brand in other counties were they had already enter

the market as well as entering new potential market in other countries of the world.

Threats

Economic downturn

“innocent” fast growth was based on a period of economic boom and the brand didn't had any

significant competitors, so now they have to deal with all these external factors without losing the

company values and their way of doing business.

(http://www.ukessays.co.uk/essays/management/innocent-ltd-report.php)

Innocent smoothie target market.

1. Health conscious- people that want to improve their diets, health etc.

2. Time- strained- people that want to be healthy but do not have the time to make healthy food

choices or gym therefore want something convenient and nutritious

3. Parents?- may give this to children as an alternative option to fizzy drinks

4. Workers?- as part as their lunch

Innocent smoothie’s competitors.

Premier Foods PLC

Orchard House Foods LTD

Wellness Foods LTD

http://www.hoovers.com/company-

Objective of the digital marketing campaign.

My objectives for this campaign is to increase awareness on hunger and also increase brand

awareness and also engage and convert visitors on my webpage by getting them to sign up for

newsletter and they will automatically be in a chance to win one crate of innocent smoothies for two

months and use email to build a better loyal customer base for innocent smoothies and also promote a

healthier society.

Suitable E-Tools Suggested

For this campaign I will first launch a video campaign on youtube and also leave a link to the

campaign homepage under the video inorder to direct viewers of my video on to our website as they might like to sign up for the newsletter/email addresses.

And I will also use twitter Hashtag and google analytics for this campaign also.

Justification for E-tools suggested.

The reason I will be using YouTube for this campaign is because I want to launch a video to show

viewers of the video the effect of hunger on a person’s physical and mental stability and to also create awareness and inform viewers also.

The objectives of the website is to provide viewers of video campaign on YouTube with more

information of what the campaign is about and if they sign up they will also be in a chance to win one

crate of innocent smoothies for 2 months and how innocent are going to donate €2 for every newsletter subscription for a 6 month period and to also gain their trust and convince them to sign up.

Website persona 1

For example let say Hannah Murphy, age 25 decided to sign up for the newsletter after seeing my

video campaign on YouTube and she likes idea of my campaign because of the competition and the

good we are doing, automatically she will be included in the draw to win one crate of smoothies for

two months

This will be my marketing strategy to encourage people to sign up.

Website persona 2

John legend age 33 sign up for the newsletter after viewing my video campaign on YouTube and

because he was worries about his weight and wants to be healthier so he signed up for the newsletter because he knew he would be in a chance to win one crate of innocent smoothies for two months

The reason why i have chosen to use email newsletter is because I want to show subscribers what our

donation has been doing so far in Africa for the victims of hunger and to also enhance our reputation

has a company.

The reason I will be using twitter hashtag trending and retweets is because I want to create awareness

about the hunger campaign we are doing and I think social media is the best marketing tool for me in order to achieve this at a faster rate and also covering the cost also.

The reason why i have chosen to use Google analytics for this campaign is because it will allow me to

see how people visited the campaign website on what certain day and what was the click rates and

what counties visited my website the most and what was the bounce rate from page to page and to be

able to analyse if I’m meeting campaign objectives and KPI successfully and to also find out if people clicked on the links to the website that I left on my YouTube video campaign and my twitter tweets.

Purpose of the various E-tools suggested.

The video campaign on YouTube will encourage people to sign up as they might not like the way these people are suffering all because they are hungry and also create awareness.

The website will allow me to collect data information of the people have signed up for the newsletter

and also help to increase enhance brand awareness and campaign awareness as there is no catch and it

is straightforward it allow us to gain the trusts of the subscribers that have signed up for our

newsletter as we promise to donate €2 to Gorta Ltd and automatically they will also be in a chance to win one crate of innocent smoothies for 2 months.

E-mail newsletter will provide subscribers what our donation will do for the victims of hunger and also prevent subscribers from unsubscribing to our newsletter

The twitter hash tag trending and retweets will help create awareness for our campaign and also enhances our reputation as a company #humilatehunger4innocent

I will use google analytics to identify unique visitors on my website and check the bounce rate on my

homepage and did most people just landed on my homepage and left or did they make the effort to check out my blogs about the campaign and what my campaign is about .

Specification of key performance indicators measuring campaign success and methods used.

I will launch my video campaign on YouTube on the 13/04/2015 and then check how many views I

have received on the video and I will then check for feedback on the video by reading the comments and then check the website itself for the campaign to see the number of people who viewed it so far.

I will then use google analytics to see how many people have subscribed to us for the newsletter and

also review the website stats using google analytics such as amount of likes and shares of blogs and

comments.

With google analytics I will be able to back up my statement as I will be able to check the number of

people who visited the campaign website on what day and what part of the world and also analyse if

my blogs about the campaign on WordPress has been liked and commented on also and how many

people have directed themselves onto our page due to the link I will leave below on the video

campaign I will launch on YouTube and how many people have clicked past my homepage and look at other stuff on my website such as my blogs about the campaign.

The method I will use for this campaign will be first I will launch the video campaign on YouTube to

inform viewers and I will also deliberately put a link under the video to direct viewers of the video to

our website and ultimately gain their trust by providing more information about the campaign and if

they sign up for our newsletter and they will be automatically included in a draw to win one crate of innocent smoothies for two months.

For this campaign I used free smoothies to target people who might not be happy about their weight

or health to sign up as they might like to do something to fix health problem and I will use the

newsletter update and our blog followers to enhance our reputation as a company and to show our

subscribers what our donation will be doing for victims of hunger in Africa.

The method I will use for this campaign will be first I will launch the video campaign on YouTube to

inform viewers and I will also deliberately put a link under the video to direct viewers of the video to

our website and ultimately gain their trust by providing more information about the campaign and if

they sign up for our newsletter and they will be automatically included in a draw to win one crate of innocent smoothies for two months.

For this campaign I used free smoothies to target people who might not be happy about their weight

or health to sign up as they might like to do something to fix health problem and I will use the

newsletter update and our blog followers to enhance our reputation as a company and to show our

subscribers what our donation will be doing for victims of hunger in Africa.

Timeliness of monitoring and corresponding resources required.

I will monitor the campaign success carefully by reviewing the amount of retweets ,like ,shares

,visitors and subscribers with google analytic to show if the campaign is achieving the objectives or

not and tools I will use to monitor campaign success will be google analytics, YouTube and twitter.

Full Evaluation of campaign carried out.

The YouTube campaign video was launched so the 13/04/2015 and has now received at least 27

views in the first two days of the launch in this way I know I am creating awareness for the campaign

and engaging people has they are click on the link I left below on the video and directed themselves on to our website.

the website itself for the campaign has also been viewed by at least fifteen people so far from Ireland

and 7 people has signed up for our newsletter also received one comment and a like on our website I was able to access all this information with goggle analytics .

The campaign has been a success so far because my tweet #humilatehunger4innocent is going viral

on twitter has many twitter users are retweeting my original post this way I know I am creating awareness for the campaign as it is being shared to friends of those who retweeted .

With google analytics I will be able to back up my statement as my website has been viewed by 16

people so far and my blogs about the campaign on WordPress has been liked by one person and

commented on also and 2 people so far have directed them self on to our website because of the link I

left below the on my YouTube campaign video and 6 people have clicked past my homepage and look

at other stuff on my website such as my blogs about the campaign.

The strategy I used for this campaign can also be used for another campaign since it successfully so

far and can also be on going for a long while and all the feedback I received on the video and our

website were positive so this mean people actually approve our campaign by this way we are also enhancing our reputation and our brand.

Evidence that campaign is quiet successfully so far

Youtube campaign gaining views already

Providing more information about the campaign.

Signing up for the newsletter

After signing up for newsletter you get an email to confirm your subsricption.

Every time innocent post a new blog on their website the subsribers will recieve an email to show that

there a new post on the website and they can click on link to read the blog or read it through their email instead.

Increasing awareness for the campaign via twitter

Analytics to show people visited and liked posts about the campaign website on April 14

Demographics of the visitors

Clear demonstration of good client management relationship skills

Jan

I will design the campaign website and send the link to the home page to our client via email

Feb.

I will launch the video campaign on YouTube and share the link for the video to our client via text

messages.

Mar.

I will create a twitter page for the campaign call innocent hunger campaign and post some tweet and

get my followers on twitter to retweet it to their friends to create awareness on the campaign and also

I will also give our clients the username and password to our account via twitter private messaging to

show them that we are creating awareness by the amount of retweets and mentions we have because of the campaign.

Apr.

I will start posting blogs on the campaign website to start up the newsletter so that the subscribers of

the campaign can get a feedback on what our donation has done so far and what we are going to do

next and also get our clients to subscribe to us via email to show them that the newsletter is working

and it is successfully.

June.

I will start reviewing my campaign with google analytics and also meet with our client online through

Snapchat screenshots and showing them the amount of views we have on the YouTube video and how

many people visited our website and did they direct themselves from the link I left below on the YouTube video and calculate the amount of subscribers we have for the campaign.

To show I have achieve the objectives for the campaign which was to create awareness about hunger and enhance our reputation has a company.

Harvard Referencing.

Patrick Kelleher. (2006)....... Available: (http://www.hoovers.com/company-information/cs/competition.INNOCENT_LTD.ade7e6158fefd450.html. Last accessed 27/03/2015

...... (.....). .... Available: (http://www.ukessays.co.uk/essays/management/innocent-ltd-report.php). Last accessed 5/04/2015.