the skinny mom blog campaign

22
An Advertising Campaign for The Skinny Mom Blog: A Mom’s Guide to Better Overall Health Created by: Sarah A. Rumple University of Colorado at Denver

Upload: sarah-rumple

Post on 19-Mar-2016

220 views

Category:

Documents


1 download

DESCRIPTION

Principles of Advertising Spring 2010

TRANSCRIPT

Page 1: The Skinny Mom Blog Campaign

An Advertising Campaign for

The Skinny Mom Blog:A Mom’s Guide to Better Overall Health

Created by:

Sarah A. RumpleUniversity of Colorado at Denver

Page 2: The Skinny Mom Blog Campaign

TABLE OF CONTENTS:

Abstract 2

Situation Analysis 3

SWOT Analysis 4

Marketing Strategy 5

Campaign Objectives 6

Campaign Strategy 7 – 8

Media Placement Strategy 9

Print Advertisements 10 – 13

Radio Advertisements 14 – 15

Television Advertisements 16 – 19

Direct Marketing Advertisement 20

Webpage 21

Page 3: The Skinny Mom Blog Campaign

Abstract

This advertising campaign has been created for The Skinny Mom Blog: A Mom’s Guide to Better Overall Health. The Skinny Mom Blog was created by a mom, for other moms who need help or inspiration to live a healthier lifestyle. The blog features nutritional information like websites for food journals, calorie counts and numerous healthy recipes. It also features fitness information – everything from the best jogging stroller to the newest workout trends and classes. Finally, The Skinny Mom Blog includes funny, real-life stories about parenthood that any mom would be able to relate to.

The advertising campaign for The Skinny Mom Blog includes an analysis of theadvertising situation – the particular market that has been targeted, the SWOT(Strengths, Weaknesses, Opportunities, and Threats) that have been revealed through research, the marketing strategy, campaign objectives, campaign strategy and the media placement strategy. Also included are examples of print advertisements, radio advertisements, television advertisements, a direct marketing advertisement and a Webpage.

2

Page 4: The Skinny Mom Blog Campaign

Situation Analysis

The current market for “mom blogs” is quite competitive. Recently, the internet has been flooded with blogs that have been created by stay-at-home moms who are either looking for something to do on the side, making some extra money through advertising on their blog, getting their helpful ideas out to other moms or just venting their frustrations with parenting and everyday life. NBC’s Today Show and other television programs have aired many stories specifically about moms who have created very popular blogs. In order to compete with these well-known blogs, it is important to implement an advertising campaign that targets a very specific audience and is successful at reaching that audience. It is also important to frequently post new articles on the blog with up-to-date information. This will help to keep the blog “fresh” for internet search engines and provide new and interesting things for moms to read.

The target market for this advertising campaign is moms – specifically moms of newborns, toddlers, and school-aged children. These moms are, or want to be, health conscious. Some may want to lose their remaining “baby weight,” others may want to maintain their weight and healthy lifestyle even through the daily craziness of parenthood. The blog is available for anyone to read, world-wide. However, it does include some information that is only applicable to people who live in the Denver area – like local running events, farmers markets and classes at local fitness centers.

3

Page 5: The Skinny Mom Blog Campaign

SWOT Analysis

Strengths I have been through exactly what my target market has been through and I can relate to them. I have been successful in losing my baby weight, which helps to give me credibility when providing health/nutrition advice on the blog. The name of the blog usually catches the attention of other new moms. The blog often includes humor about parenthood, which a lot of new moms need! A Google search of “The Skinny Mom” brings up my blog. Even a Google Images search brings up my profile picture.

Weaknesses I’m inconsistent and don’t update the blog often enough to keep people interested – it often requires research and more time than I currently have to devote to it. Not focused enough, maybe too broad. Should I focus on one particular theme (ex: health/fitness) and avoid the funny parenting stories and other things? Lack of marketing expertise! Undifferentiated product – lots of mom blogs out there with similar info. How can I stand out?

Opportunities I’m a member of several local moms groups and can market to them directly – they could help through word-of-mouth advertising to their other friends, family, etc… FaceBook is also an avenue that I can use to market my blog. I can post status updates that include links to my blog, etc…

Threats There are a lot of competitors out there – even a blog called “Skinny Mom” (vs. my “The Skinny Mom”). Mom Blogs are becoming more and more popular because it is an easy thing for stay-at-home moms to do in their spare time.

4

Page 6: The Skinny Mom Blog Campaign

Marketing Strategy

The product strategy for The Skinny Mom Blog: A Mom’s Guide to Better Overall Health centers on a fun, exciting, interesting and useful blog for women to read in order to get information on health, nutrition, fitness and parenting. The blog will help any mom who wants to lose weight, maintain weight or just be in better overall health. The placement strategy will focus primarily on outlets that stay-at-home moms frequently have access to – fitness magazines, parenting magazines, daytime television and direct marketing mailers to be more specific. There is no pricing strategy because The Skinny Mom Blog is free to anyone who is interested in reading it. The remainder of this campaign will address the promotional strategy.

5

Page 7: The Skinny Mom Blog Campaign

Campaign Objectives

Promote the importance of a healthy lifestyle to new moms.

Increase online traffic to The Skinny Mom Blog. Help The Skinny Mom Blog encourage exercise through participation in local running and walking events, explanation of particular classes at local fitness centers and reviews of current fitness gear on the market directed toward moms - like jogging strollers. Assist The Skinny Mom Blog in encouraging healthy eating and nutrition by promoting healthful recipes, many vegetarian, all kid-friendly. Promote awareness of the many local support groups for moms.

Contribute to the health and happiness of moms, especially in the Denver area.

6

Page 8: The Skinny Mom Blog Campaign

Campaign Strategy

Being a new mom is not easy. Between feedings, crying, changing diapers and a total lackof sleep, it is very difficult for many moms to make their health a priority. The Skinny MomBlog: A Mom’s Guide to Better Overall Health helps moms realize that their health isimportant and they shouldn’t feel guilty about occasionally putting themselves first. TheSkinny Mom Blog gives women the direction that they need in order to get healthy, and stayhealthy, after baby by offering advice about fitness, nutrition and mental health. Specifically, The Skinny Mom Blog provides healthy, kid-friendly recipes, Websites that helpcount calories and keep track of intake through food journals, information about localrunning and walking events, links to local fitness centers that have family-friendlyamenities, research and opinions about the newest mom and kid-friendly fitness gear, andinformation about fun family events in the Denver area.

Who is our target? Newer moms who are eager to lose baby weight, start an exercise regimen, learn aboutnutrition, get information on new baby and fitness products, or just read funny vents froma mom who is going through the same things they are on a daily basis. Moms worldwidewould find the blog useful, but it is specifically geared toward Denver-area moms.

Where are we now in the mind of this person? Many moms have probably never heard of The Skinny Mom Blog. Where is our competition in the mind of this person? There are several popular “mom blogs” out there that our target market may be familiarwith. The most popular have even been featured on television shows like NBC’s Today Show.

7

Page 9: The Skinny Mom Blog Campaign

Where would we like to be in the mind of this person?I’d like for moms to think of The Skinny Mom Blog when they want an interesting, informative or funny quick read for the day.

What is the consumer promise? The “Big Idea” of The Skinny Mom Blog is to provide health and nutritional information to newer moms who would like to be in better overall health.

What is the supporting evidence? I am a newer mom myself, so I have been in the shoes that these women are in. I know and understand what they are going through on a daily basis. I also successfully lost my baby weight about four months after my son was born and have kept it off ever since.

What is the tone of voice for the advertising? The advertising is motivating. It provides numerous pictures of healthful foods, healthy women and children, and inspiring testimonials. Some of the advertising is also funny – poking fun at some of the everyday frustrations that come with being a parent.

8

Page 10: The Skinny Mom Blog Campaign

Media Placement Strategy

This advertising campaign will be focused on women, specifically newer moms who are health-conscious and live in the Denver area. The advertisements will be placed in women’s magazines – specifically Fitness, Shape, SELF, and Parenting. I will also utilize local Denver magazines like 5280. The radio advertisements will be placed on local Denver channels that women who have children in the car would be most likely listen to – 105.9, 97.3, 101.1, etc… The television advertisements will be placed on local channels during morning news programs like the Today Show and Good Morning America. They will also be shown during daytime television soap operas and talk shows like Oprah. It would also be productive to place the television ads during the late news programs because, for many busy moms, this is the only opportunity that they have to watch television during the day.

Direct marketing will be one of my most useful advertising tools in this campaign. I will send direct marketing advertisements to members of local mom’s groups. I will also post flyers at locations like local pediatric offices, OB-GYN offices, the zoo, the play area at the mall and the Children’s Museum.

9

Page 11: The Skinny Mom Blog Campaign

THE SKINNY MOM BLOG – A MOM’S GUIDE TO BETTER OVERALL HEALTHOne-page advertisement“Yoga Mom and Child”

VISUAL: A mother and daughter doing yoga together on a hardwood floor.

HEADLINE: Striving for MILF Status? The Skinny Mom Blog can help get you there.

COPY: Our schedules are busy and our lives are hectic. Studies show that only about 47% of women exercise on a regular basis. About 25% of American women are obese. Don’t be a statistic. Take time for yourself. The Skinny Mom Blog offers helpful advice for all fitness levels, useful nutritional information, healthy and easy recipes, along with funny stories about parenthood that every mom will be able to relate to.

LOGO: Picture of broccoli. The Skinny Mom Blogwww.theskinnymom.blogspot.com

BASELINE: Where fun reading turns into a happy and healthy lifestyle.

10

Page 12: The Skinny Mom Blog Campaign

The Skinny Mom Blog

www.theskinnymom.blogspot.com Where fun reading turns into a happy and healthy lifestyle.

Striving for MILF Status?

The Skinny Mom Blog can help get you there.

Our schedules are busy and our lives are hectic. Studies show that only about 47% of women exercise on a regular basis.About 25% of American women are obese.

Don’t be a statistic. Take time for yourself.

The Skinny Mom Blog offers helpful exercise advice for all fitness levels, useful nutritional information, healthy and easy recipes, along with funny stories about parenthood that every mom will be able to relate to.

Page 13: The Skinny Mom Blog Campaign

THE SKINNY MOM BLOG – A MOM’S GUIDE TO BETTER OVERALL HEALTHOne-page Advertisement“Big Mac and Veggies”

VISUAL: Top ¾ of page consists of four pictures: carrots, cauliflower, a Big Mac and broccoli.

HEADLINE: One of these items doesn’t belong.

COPY: The rest may be an acquired taste, but so worth getting that little waist. Make healthier choices beginning today. Be the best you that you can be. Get realistic advice from someone who’s been there. The Skinny Mom Blog - log on and read your way healthy.

LOGO: Picture of broccoli.The Skinny Mom Blogwww.theskinnymom.blogspot.com

BASELINE: Where fun reading turns into a happy and healthy lifestyle.

12

Page 14: The Skinny Mom Blog Campaign

The Skinny Mom Blog

www.theskinnymom.blogspot.com Where fun reading turns into a happy and healthy lifestyle.

One of these items doesn’t belong.The rest may be an acquired taste, but so worth getting that little waist.

Make healthier choices beginning today.Be the best you that you can be.

Get realistic advice from someone who’s been there. The Skinny Mom Blog - log on and read your way healthy.

Page 15: The Skinny Mom Blog Campaign

THE SKINNY MOM BLOG – A MOM’S GUIDE TO BETTER OVERALL HEALTH “Busy Mom” :30 Radio

CHILD #1: Mom! I can’t find my black shirt!

HUSBAND:Honey, did you pay the bills today?

CHILD #2: Mom, can you go on my fieldtrip with me?

SFX: LOUD, DEMANDING VOICES SAYING “MOM, MOM, MOM” AND SLOWLY FADING TO A RECORD- SCRATCHING SOUND.

ANNCR: As a mom, your time is in constant demand. You can’t be everything that everyone wants you to be unless you take some time to take care of yourself. Don’t know where to begin? The Skinny Mom Blog offers helpful advice for all fitness levels, useful nutritional information, healthy and easy recipes, along with funny stories about parenthood that every mom will be able to relate to. www.theskinnymom.blogspot.com: where fun reading turns into a happy and healthy lifestyle.

14

Page 16: The Skinny Mom Blog Campaign

THE SKINNY MOM BLOG – A MOM’S GUIDE TO BETTER OVERALL HEALTH “Pool Mom” :30 Radio

SFX: POOL SOUNDS – KIDS SPLASHING, LAUGHING, JUMPING IN THE WATER, ADULTS TALKING AND LAUGHING, ETC…

CHILD: Mom! Come in the water with me!

WOMAN: No, honey. Mommy doesn’t like the water. I’ll watch you from here. (Now talking to herself:) Pool season again. I wish I could get in the water but that would mean taking off this stylish cover-up that’s saving the other pool-goers from seeing my horrific thighs. Why did I eat all of that fast food over the past year? I should have used the treadmill the way it was meant to be used instead of hanging my laundry all over it. Next year will be different.

ANNCR: Don’t cover up. Read up. Check out The Skinny Mom Blog – where moms go to get helpful advice for all fitness levels, useful nutritional information, healthy and easy recipes, along with funny stories about parenthood that every mom will be able to relate to. Take care of yourself. Dread the pool no more. www.theskinnymom.blogspot.com: where fun reading turns into a happy and healthy lifestyle.

15

Page 17: The Skinny Mom Blog Campaign

CLIENT: THE SKINNY MOM BLOGJOB: :30 TVTITLE: “SHE’S BEEN THERE”

Video

OPEN ON A SHOT OF THE BEFORE PICTURE OF THE SKINNY MOM.

Audio

VO: This was me at 237 pounds.

ZOOM OUT TO SHOT OF THE CURRENT SKINNY MOM STANDING NEXT TO THE CARDBOARD CUT OUT OF THE BEFORE SKINNY MOM.

SKINNY MOM: I’ve been there, and I know what it’s like to want to be healthy but just not know where to begin. Since this picture was taken more than 7 years ago, I’ve lost over 100 pounds and successfully kept it off. It wasn’t easy, but I did it – and now I’m here to help you do the same thing. Whether you want to lose 5 pounds, 95 pounds, or just want to learn how to live a more healthy, active lifestyle – check out The Skinny Mom Blog.

16

Page 18: The Skinny Mom Blog Campaign

It offers helpful advice for all fitness levels, useful nutritional information, healthy and easy recipes, along with funny stories about parenthood that every mom will be able to relate to.

VO: The Skinny Mom Blog. Where fun reading turns into a happy and healthy lifestyle.

The Skinny Mom Blog

www.theskinnymom.blogspot.com

CUT TO THE SKINNY MOM LOGO GRAPHIC – PICTURE OF BROCOLLI WITH THE WORDS: THE SKINNY MOM BLOG. WWW.THESKINNYMOM.BLOGSPOT.COM.

17

Page 19: The Skinny Mom Blog Campaign

CLIENT: THE SKINNY MOM BLOGJOB: :30 TVTITLE: “POOL SEASON”

18

Video

OPEN ON A SHOT OF A CROWDED POOL, LOTS OF PEOPLE HAVING FUN.

Audio

SFX: (SOUNDS OF THE CROWDED POOL – KIDS YELLING, PEOPLE TALKING, WATER SPLASHING WHEN PEOPLE JUMP IN.)

CUT TO SHOTS OF ATTRACTIVE, HEALTHY WOMEN IN BATHING SUITS AT THE POOL. THE SHOTS FIRST GO BY SLOWLY, THEN FASTER AND FASTER UNTIL THEY STOP.

SFX: (SOUNDS OF A DRUM BEAT BETWEEN EACH SHOT OF DIFFERENT WOMEN THAT GETS FASTER AND FASTER WHILE THE PICTURES GO FASTER AND FASTER UNTIL A FINAL DRAMATIC DRUM BEAT AFTER THE FINAL PICTURE.)

Page 20: The Skinny Mom Blog Campaign

Sarah Rumple

Sarah Rumple

Sarah Rumple

Sarah Rumple

CUT TO BLACK SCREEN.

VO: Summer is just around the corner. Are you ready for the pool?

The Skinny Mom Blog

www.theskinnymom.blogspot.com

CUT TO THE SKINNY MOM LOGO GRAPHIC – PICTURE OF BROCOLLI WITH THE WORDS: THE SKINNY MOM BLOG. WWW.THESKINNYMOM.BLOGSPOT.COM

VO: The Skinny Mom Blog. Where fun reading turns into a happy and healthy lifestyle – and gets you ready for the pool.

19

Page 21: The Skinny Mom Blog Campaign

ATTENTION DENVER MOMS!Want to lose those last stubborn “baby” pounds?

Want some healthy, easy recipes?Want direction to some of the best family

events in Denver?Want all of this from a mom who understands you?

The Skinny Mom Blog:Where fun reading turns into a happy

and healthy lifestyle.www.theskinnymom.blogspot.com

20

Direct Marketing Advertisement

Page 22: The Skinny Mom Blog Campaign

Webpage

21