pdf file - Villanova University
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celebrate.<br />
who?<br />
We are a youth-oriented agency,<br />
powered by creative and spirited,<br />
collaborative individuals. Our<br />
vision-infused approach to<br />
marketing combines strategic insight<br />
and imagination to generate<br />
a powerful brand image, raising<br />
your voice above ordinary volume.<br />
Be heard, plug into<br />
Amplify Communications.<br />
plug in.<br />
what?<br />
• focus on 13-18 year olds<br />
• increase incidence of target market by 6% in order<br />
to yield 3% overall increase<br />
• increase favorite brand rating among target<br />
market by 6% to yield 3% overall increase<br />
how?<br />
• tie Coca-Cola Classic to the celebration of<br />
everyday victories to create additional use<br />
occasions<br />
• promote awareness of mycokerewards.com,<br />
increase traffic and generate greater brand loyalty<br />
• create greater engagement among target market<br />
in Coca-Cola’s current philanthropic efforts<br />
where?<br />
Executive Summary ............................................. 2<br />
Company and Product Information ...................... 3<br />
Research.............................................................. 4<br />
Positioning .......................................................... 6<br />
Target Market...................................................... 7<br />
Campaign Strategy .............................................. 8<br />
Media Timeline .................................................. 19<br />
Public Relations ................................................. 20<br />
Evaluation Plan.................................................. 22<br />
Budget............................................................... 23<br />
Campaign Summary........................................... 26<br />
Reference Sources ............................................. 27<br />
1
executive summary<br />
The Coca-Cola Company has not only been the leader in the carbonated soft drink market, but<br />
also in the beverage market as a whole. Coca-Cola’s core competency is its ability to adapt to<br />
changing consumer demographics and taste preferences, while maintaining its classic image and<br />
market dominance. To achieve this, Coca-Cola has developed many product extensions and continually<br />
updated its marketing strategy in accordance with emerging communications technology.<br />
the challenge<br />
The Coca-Cola Company has identified the following challenge: increase incidence and brand<br />
health and for its Coca-Cola Classic brand among 13-24 year-olds. Capturing the youth market<br />
often eludes companies; they rarely connect with the constantly evolving mindsets of younger<br />
consumers. To overcome this obstacle, Amplify Communications takes a revolutionary tact in developing<br />
and implementing marketing communications plans for our clients. We call it…<br />
Vision-Infused Marketing Communications<br />
Amplify Communications begins this process by focusing on you, our client, and your<br />
marketing objectives. Next, we develop a vision, an overarching campaign strategy designed to<br />
achieve your marketing objectives. Finally, we develop and execute a marketing campaign using<br />
every appropriate promotional tool to convey this vision in a clear, consistent, and compelling<br />
fashion. Applying this approach to Coca-Cola Classic, Amplify Communications has developed the<br />
following campaign strategy:<br />
• Marketing Objectives: increase incidence and strengthen brand health each by 3%.<br />
• Vision: celebrate the Coke Side of Life in everyday moments.<br />
• Marketing Campaign Strategy: use traditional media, in-store promotion, and cutting-edge<br />
media tools, such as advertising through podcasts and DVR technology.<br />
Amplify Communications empowers your brand. We break through the clutter and noise that<br />
consumers typically hear, and achieve your marketing goals by raising your voice above<br />
ordinary volume.<br />
2<br />
plug in.
company and product information<br />
company analysis<br />
The Coca-Cola Company operates in over 200 countries<br />
with a mission to “refresh people every day and inspire<br />
them with optimism through its brands and actions.”<br />
Coca-Cola offers a diversified portfolio of nearly 400<br />
beverages, ranging from soda, juice and sports drinks, to<br />
tea, bottled water, and energy drinks. Popular<br />
beverages include Coca-Cola Classic, Odwalla, Dasani,<br />
Powerade, Minute Maid, and the new green tea<br />
beverage, Enviga. Coca-Cola has led the industry with<br />
product expansion over the years, in anticipation of and<br />
in response to consumer trends.<br />
carbonated soft drink industry analysis<br />
Coca-Cola’s top competitors in the Carbonated Soft Drink (CSD) industry are the Pepsi-Cola Company and<br />
Cadbury Schweppes. These major holders of market share face growing pressure from “new-age carbonated<br />
beverages.” This subcategory consists of energy drinks, diet and low-calorie soft drinks, sparkling water, and<br />
other beverages including premium soda, sparkling juices and teas. Companies have focused on these new<br />
products in response to demanding consumers who seek more variety.<br />
From 1985 to 1998, Carbonated Soft Drink volume growth ranged from two percent to four percent each year.<br />
However, the volume growth has sunk below one percent for the past eight years. In 2005, the Carbonated<br />
Soft Drink industry, volume declined by 0.2%. Despite declining sales in the CSD category, Coca-Cola is confident<br />
that its new marketing strategy will invigorate Coca-Cola Classic’s brand health and increase its overall<br />
market share.<br />
3
esearch.<br />
objectives<br />
• determine which segment(s) within<br />
the youth market to target<br />
• determine which user categories<br />
offer the largest growth potential<br />
• explore packaging<br />
enhancements<br />
• determine brand health and<br />
image<br />
• determine the best methods by<br />
which to reach our target market<br />
segment(s)<br />
methods<br />
• primary research<br />
• focus groups and survey<br />
• tracked media coverage of Coca-<br />
Cola and its competitors<br />
• January to March 2007<br />
• compiled secondary research<br />
• Simmons, SRDS, U.S. Census Data,<br />
beverage digest and Datamonitor<br />
statistics<br />
425 + 27 = 452<br />
completed surveys focus group participants participants<br />
focus groups<br />
composition<br />
• held three different focus groups: <strong>Villanova</strong> <strong>University</strong>’s multicultural society, <strong>Villanova</strong> freshmen<br />
students, and Harriton High School students<br />
insights<br />
consumption<br />
• 13-18 year olds are most likely to drink regular cola while 19-24 year olds tend to drink diet<br />
• 13-18 year olds are in the process of establishing brand loyalty while 19-24 year olds have<br />
determined brand preference<br />
• majority of participants said Coke is used to celebrate special occasions<br />
purchase decision influences<br />
• point of purchase-related factors determine many purchase decisions<br />
• gatekeepers play a large role in the consumption habits of the 13-18 age group<br />
• Coca-Cola is most often associated with family occasions<br />
continued...<br />
4
focus groups continued...<br />
advertising considerations<br />
• popular comedians and memorable commercials create<br />
“buzz” to get young people to talk about products<br />
• expressed the effectiveness of using everyday people to<br />
advertise as opposed to the use of athletes and celebrities<br />
survey<br />
composition<br />
• internet administered survey achieved 425 completed<br />
responses from 32 states across the U.S.<br />
• broad cross-section of American youth ranging from 13 through 24<br />
insights<br />
consumption/purchase<br />
• 87% drink Coca-Cola Classic in a social setting.<br />
• although Coca-Cola Classic is the favorite brand in the<br />
regular-cola category, 25% of those surveyed have not consumed<br />
Coca-Cola Classic in the past week.<br />
• 13-18 females had the highest level of consumption of CSDs<br />
• high school aged respondents most often purchase Coke at a supermarket<br />
or fast food location<br />
psychographics<br />
• more than 94% of respondents perceive themselves to be socially<br />
active<br />
• a majority of respondents claim to be leaders, and perceive themselves<br />
as fun, outgoing, with the ability to achieve anything.<br />
• more than 50% participate in volunteer and charitable activities at<br />
least once a month.<br />
marketing considerations<br />
• 94% of respondents are either not familiar or only vaguely familiar<br />
with the "My Coke Rewards" website.<br />
• 64% buy the brands that they grew up with<br />
• youth market are heavy consumers of technology and media<br />
• 80% of target market are trying to eat healthier foods with 19 to 24<br />
females being the most health-conscious<br />
Key takeaways<br />
youth stress the<br />
importance of<br />
corporate social<br />
responsibility<br />
majority of<br />
respondents have<br />
never heard of the my<br />
coke rewards website<br />
youth market is more<br />
likely to be<br />
influenced people by<br />
people like themselves<br />
as opposed to<br />
celebrities<br />
Coca-Cola’s brand is<br />
perceived as classic,<br />
family-orientated,<br />
and urban<br />
youth market does not<br />
like to participate in<br />
contests and<br />
sweepstakes<br />
19 to 24 females are<br />
the most healthconscious<br />
consumers<br />
5
positioning.<br />
Coca-Cola Classic has long been associated with fond memories of holidays and celebrations<br />
with family, friends and loved ones. We believe that these celebrations can go beyond family<br />
parties to the wonderment of everyday victories. With this in mind, we intend to connect their<br />
special moments with Coca–Cola Classic, thereby increasing consumption of the product.<br />
Through our extensive research, we feel that young consumers will be especially receptive to<br />
these seemingly simple joys to life. We plan to encourage the youth to take pride in the accomplishments<br />
that they would normally see as insignificant and to reward themselves with a Coke.<br />
We see this as Celebrating the Coke Side of Life.<br />
the snooze button<br />
the paper basketball<br />
the snow day<br />
the first kiss<br />
the substitute teacher<br />
the first concert<br />
6
overview<br />
target market.<br />
13-18 females<br />
The aforementioned research has given Amplify Communications the<br />
ability to define the ideal target market for the celebrate campaign.<br />
Based on our understanding of the perceptions and habits of Coca-Cola<br />
Classic consumers, we have chosen age as the prime characteristic to<br />
segment the market. We have concluded that consumer between the<br />
ages of 13 and 18 will be the most effective for achieving our objectives.<br />
The 13-18 year old female market enjoys extreme<br />
sports, fashion, and running/jogging. Radio and<br />
advertising are likely ways to reach this market.<br />
Similar to the 13-18 year old male market, internet<br />
use is a crucial tool to stay connected.<br />
psychographics<br />
Based on our research, Amplify Communications has identified the<br />
following lifestyle elements as the most common among 13 to 18 year<br />
olds:<br />
• Diversity: Growing diversity in term of ethnicity, interests, tastes<br />
and preferences. There is also a growing tolerance.<br />
• Expression: The youth market is finding new outlets to express<br />
their individuality...<br />
• Communication: Use a variety of tools, such as Instant Messaging,<br />
Text Messaging/Cell phones, and online social communication<br />
networks, such as Facebook and MySpace, to stay connected.<br />
• Mobile: This multi-tasking market is always on the go, is heavily<br />
involved in sports and leisure activities, as well as volunteer activities,<br />
school, and work.<br />
• Precocious: Love to emulate older kids<br />
13-18 males<br />
The 13-18 year old male market enjoys extreme<br />
sports, electronics, and new technology. Based on<br />
an online survey we conducted of this demographic,<br />
70% play video games at least once a<br />
week or more. Although interested in technology,<br />
this market is still quite active, participating in a<br />
range of sports and physical activities. Since this<br />
market values staying connected to friends, they<br />
are frequent users of the internet.<br />
7
campaign strategy.<br />
creative objective<br />
Amplify Communications aims to remind consumers to celebrate the little things in life. This message is a<br />
consistent theme throughout our advertisements, each of which seeks to achieve the objectives of increasing<br />
incidence rate and brand health of Coca-Cola Classic.<br />
media objective<br />
Amplify will reach the targeted youth demographic through their preferred media and technologies, including<br />
watching television, listening to music, most likely on an iPod, socializing online, and surfing the web. The goal<br />
of the employed mediums is to effectively penetrate and compliment the lifestyle of our target market in order<br />
to achieve our campaign objectives.<br />
television.<br />
two campaign phases<br />
• January through June and September through December<br />
• July and August will mark the execution of other advertising strategies<br />
network implementation<br />
• Fox, NBC, ABC, The Disney Channel, Nickelodeon, MTV, and The Cartoon Network<br />
• All of these stations have demonstrated consistent viewing in the targeted market<br />
advertisement formats<br />
• Three 30-second commercials highlighting the celebration of the little things in life in<br />
accordance to the psychographics of our target demographic<br />
• Demonstrate that the “Coke side of life” is present in every day life.<br />
• The celebration of the small things transcends cultural boundaries, whereby identification with<br />
this concept is not limited by race, gender, or other differences within our demographic<br />
8<br />
Television Network Gross Rating Points<br />
FOX 22,310,000<br />
ABC 16,050,000<br />
NBC 13,860,000<br />
Disney 12,390,000<br />
Cartoon Network 7,720,000<br />
MTV 7,650,000<br />
Nickelodeon 7,630,000
celebrate love at first sight.<br />
Setting: teenagers celebrating at a 1980s house party<br />
Shot: shy girl sits alone with Coca-Cola bottle,<br />
briefly looks up and sees boy in whom she is<br />
interested<br />
Sfx: ambient party sounds<br />
Shot: protagonist reluctantly joins her friend,<br />
finishing her Coke, Friend takes bottle and joins<br />
others on floor<br />
Sfx: ambient party sounds<br />
Shot: boy spins the bottle first and it lands on<br />
the protagonist, she looks up for the first time<br />
revealing beautiful eyes, they kiss, camera<br />
pans down to bottle, fade to white<br />
Sfx: mellow instrumental music<br />
Shot: fade in from white, kiss “flashed forward”<br />
to reveal future versions of initial characters<br />
in mid twenties and still together<br />
Sfx: music picks up with light vocals<br />
Shot: “love at first sight” displayed for a few<br />
seconds before fading, “Celebrate” remains<br />
Sfx: music continues<br />
Shot: “the Coke side of life” fades in followed<br />
by website<br />
Sfx: music continues then fades<br />
9<br />
9
celebrate making it.<br />
Setting: a multicultural rock band greets applauding fans but is soon interrupted<br />
Shot: large crowd applauding and going wild<br />
just after band finishes playing, camera flashes<br />
Sfx: guitar distortion fading as a song has just<br />
Shot: daydreaming band revealed in garage<br />
and appear to be upset by mom’s disruption<br />
Sfx: door opening, mom says “Honey, dinner’s<br />
ready!”<br />
Shot: mom turns away from doorway and then<br />
shouts back toward garage<br />
Sfx: mom informs band about phone call saying<br />
they landed a small, local gig<br />
Shot: band members celebrating biggest accomplishment<br />
with Cokes<br />
Sfx: ambient celebration sounds, rock music<br />
starts<br />
10<br />
Shot: “making it” displayed for a few seconds<br />
before fading, “Celebrate” remains<br />
Sfx: music continues<br />
Shot: “the Coke side of life” fades in followed<br />
by website<br />
Sfx: music continues then fades
the celebrate montage.<br />
Setting: various multicultural characters experiencing a normal day at school<br />
Shot: student runs for bus and barely flags it<br />
down before it pulls away, flashes sheepish<br />
grin at disgruntled bus driver and looks relieved<br />
as tagline appears<br />
Sfx: ambient sounds, upbeat song starts<br />
Shot: student nervously anticipating getting an<br />
exam back, receives exam and is pleasantly<br />
surprised, teacher smiles and student is satisfied<br />
with good grade, tagline appears<br />
Sfx: ambient, music continues<br />
Shot: a student waits nervously to be picked<br />
for a gym class softball game and is thrilled<br />
when not picked last<br />
Sfx: ambient, music continues<br />
Shot: a teacher walks in with no books and<br />
writes name on board, introduces self, puts<br />
movie on and sits down, tagline appears<br />
Sfx: teacher introduction, ambient, music<br />
continues<br />
Shot: characters come together at the end of<br />
the school day, sharing Cokes, appearing very<br />
happy, tagline appears<br />
Sfx: ambient celebration, music continues<br />
Shot: “Celebrate the Coke side of life” fades in<br />
followed by website<br />
Sfx: music continues then fades<br />
11
dvr technology.<br />
Developments in the Digital Video Recorder (DVR) industry are affording<br />
marketers new means through which to target audiences. This technology<br />
incorporates a single image into the regular commercial format, repeating the<br />
slide often enough for the DVR user to see the image while fast-forwarding, but<br />
infrequently enough that the viewer watching live television will never be<br />
interrupted by the image. This incredible new technology that allows the viewer<br />
to fast forward through commercials is a great reason to celebrate!<br />
12
print.<br />
In order to maximize our ROI on our print advertisements,<br />
it is necessary to be selective and strategic<br />
in choosing which magazines to advertise in and<br />
when to run the campaign. Amplify has allocated<br />
the print advertising budget by females and males.<br />
For females, the print campaign will appear in Seventeen<br />
and CosmoGirl!. Seventeen reaches 13 million<br />
females between the ages of 12-24 every<br />
month, making it the most popular teen magazine<br />
today. CosmoGirl!’s circulation is almost as impressive<br />
with 8 million readers per month and the title<br />
of “#1 Selling Teen Magazine at the Newsstand”<br />
(www.hearstcorp.com). We will alternate advertising<br />
in each magazine every month, continuing<br />
throughout the plan year. This strategy will enable<br />
us to reach CosmoGirl! and Seventeen readers<br />
equally, providing a greater audience range while<br />
avoiding superfluous costs.<br />
There are few publications targeting teen males;<br />
however, gaming magazines are the most popular.<br />
Accordingly, we will advertise throughout the campaign<br />
year in GamePro magazine, the “#1 Most<br />
Read and Favorite Video-Game Magazine in North<br />
America” (Teenage Research Unlimited, 2004). The<br />
publication boasts 3 million readers every month,<br />
with 39% between the ages of 12-19, thus providing<br />
an excellent opportunity to reach a significant<br />
portion of our male target market.<br />
Cost<br />
Monthly Annual<br />
Seventeen $ 108,335 $1,300,020<br />
CosmoGirl! 91,270 1,095,240<br />
GamePro 25,050 300,600<br />
Total Print Ad Cost $ 2,695,860<br />
13
out-of-home advertising.<br />
point-of-purchase<br />
In -tore refrigerator sticker<br />
theme parks<br />
Attendance at theme parks is well over one million people<br />
a year, with most of their traffic experienced in the<br />
summer months. Moreover, traffic through these parks<br />
has been increasing at an annual ate of 2.2%<br />
(about.com).<br />
With this in mind, beginning in May and ending on Labor<br />
Day, T-stand advertisements will be placed in the six<br />
most visited Six Flags theme parks in the country, which<br />
are among the top 25 most visited theme parks in America<br />
including locations in NJ, CA, IL, GA, and two in TX.<br />
Amplify Communications discovered that our target market<br />
frequently makes purchase decisions in stores. Therefore,<br />
we will implement different point-of-purchase tactics at retail<br />
locations for Coca-Cola products. During the summer,<br />
Celebrate stickers will be affixed on refrigerator doors with<br />
specific seasonal slogans. An example of a summer slogan<br />
would be “Celebrate the blast of cool air on a hot day.” By<br />
integrating these point of purchase displays, Amplify reinforces<br />
the strategy of celebrating little victories.<br />
Another innovative tactic is floor stickers. These strategic<br />
Celebrate stickers will display Coca Cola Classic graphics<br />
leading consumers to product displays in the aisles. The<br />
stickers will display graphics associated with celebrations<br />
such as confetti or streamers. The Celebrate stickers and<br />
aisle displays will reinforce the Celebrate Coke campaign<br />
and grab the attention of consumers.<br />
malls<br />
Mall kiosks are an opportune area to place our advertisements as<br />
the targeted market spends a large portion of their time at malls.<br />
In addition, a large portion of the males in out target market<br />
spend time playing video games. Accordingly, advertising in<br />
malls near video game arcades is an ideal location to reach our<br />
target audience. Kiosks will be placed in 50 malls nation wide for<br />
the entire duration of our campaign.<br />
movies<br />
According to Amplify’s primary research, our target market<br />
enjoys going to the movies. Our movie advertising will seek to<br />
reach our target demographic in the summer months when they<br />
have a larger disposable income, and when many movie studios<br />
are releasing “summer blockbusters” that are rated PG or PG-13.<br />
By placing 60-second advertisements on six movie screens in 30<br />
theatres for 12 weeks, we will reach a large number of youth.<br />
14
additional print/outdoor creative.<br />
15
interactive media.<br />
online<br />
The internet advertising campaign will be implemented throughout the entire plan year.<br />
banner advertisements<br />
Banner advertisements will be implemented in six-month time frames on ten different websites which will cover a variety of<br />
different categories that interest teens. These categories include social networking, user-generated content, gaming, humor,<br />
music, and television. The chosen six months for each website will depend on the site’s monthly traffic and seasonality associated<br />
with fluctuations in traffic on the website.<br />
MySpace<br />
Webshots<br />
Google Video<br />
website time frame positive attributes<br />
June through December<br />
• summer months when our target market has more free time<br />
• back-to-school months<br />
March through August<br />
• traffic peaks in March and May<br />
June to August and November to January<br />
• includes summer, the holidays, and school vacations<br />
• high traffic<br />
• growing in popularity<br />
• constant traffic volumes<br />
• constant traffic volumes<br />
Yahoo! Games June to August and November to January • games site<br />
CNET Entertainment June to August and November to January • games site<br />
• attracting new, unique users<br />
• most traffic from August to January<br />
eBaum’s World<br />
February to May and September to October<br />
• the time spans when the campaign has the least web presence<br />
• consistent with the school year<br />
• target markets shares humorous online<br />
content with friends<br />
AOL Music April to June and November to January • peaks in May<br />
Yahoo! Music<br />
MTV<br />
ESPN<br />
April to June and August to October<br />
March and April and from August to November<br />
• supplement Spring Break events and new show debuts<br />
February, March, and June, and from September to November<br />
• Super Bowl, March Madness, and the World Series<br />
banner ad succession<br />
• nearly no fluctuation in web page views<br />
by month<br />
• most web page views in<br />
• September<br />
16
Coca-Cola at<br />
MySpace.com<br />
MyCokeRewards.com<br />
Amplify proposes minor additions to the Mycokerewards.com<br />
website, while seeking greater integration<br />
with Mycoke.com. Essentially, we aim to showcase the<br />
many activities on Mycoke.com, while still encouraging<br />
users to drink Coke for points redeemable on<br />
mycokerewards.com. Specific implementations will<br />
include the addition of four new games, which will be<br />
easily scalable. The games will feature the GTA<br />
character, the polar bears, the Happy Factory characters,<br />
and animated Coke bottles; such images are very<br />
memorable and associated with Coca-Cola. By featuring<br />
them in the games, they will also strengthen the brand<br />
recognition and reinforce past campaigns. Additional<br />
website design will account for $1,500 in our budget.<br />
AOL instant messenger<br />
An important element of the online banner campaign will be an<br />
expandable banner on AOL Instant Messenger. The expanded<br />
banner will contain a teaser mini-game that the user can play on<br />
the spot. Games can consist of one of the memorable Coca-Cola<br />
characters, such as the “Grand Theft Auto” character or the polar<br />
bears. The banner will invite the user to play the full game on a<br />
page we will create on mycokerewards.com. We will also<br />
consider easily integrating the games found on MyCoke.com, by<br />
using a name and password that will link the user back to their<br />
MyCokeRewards account. Achieving a score on the game above a<br />
certain level will allow the user to win free My Coke Rewards<br />
points. The games will not only retain current users of<br />
mycokerewards.com, but will attract new users who may not<br />
have tried using the site. A banner on the homepage of<br />
mycokerewards.com will also attract additional players.<br />
MyCokeRewards.com<br />
with additions<br />
17
podcasts<br />
Amplify will integrate podcast advertising. Their increasing popularity will be a<br />
huge advantage in effectively executing this phase. Research has shown that the<br />
most active and dedicated listeners to podcasts are young, hip, internet savvy<br />
individuals who have the ability to multi-task.<br />
Unlike the radio, which integrates multiple commercials together, Podcast<br />
advertisements will integrate multiple five-second renditions of the “Always”<br />
Coca-Cola theme song. This short mnemonic device will be tailored to fit the feel or<br />
genre of each show and will serve to remind listeners to consider picking up a<br />
Coke while enjoying their favorite podcasts. While the audio commercial is played,<br />
a visual web advertisement is displayed on the audio software, such as an iPod or<br />
a laptop. Because there is only one advertisement at a time and it is brief, the<br />
viewer is likely to pay attention rather than disengage from the message.<br />
Examples of Coca-Cola’s podcasts include the five-second theme song by a female<br />
vocalist humming (primarily for girls), an electric guitar rendition (primarily for<br />
boys), and the short theme being “beat-boxed” (primarily aimed at urban youth).<br />
Though podcasting is a relatively new technology, its potential to connect with the target market should not be ignored.<br />
Additionally, this form of advertising can be attractive for both the Coca-Cola Company as well as providers of podcasts, especially<br />
ones offered for free, that are trying to gain legitimacy with the coveted 13-18 year old demographic.<br />
podcast<br />
advantages/specifics<br />
Pardon the Interruption<br />
x-Plau<br />
• The most popular podcast on internet<br />
• Weekly advertisements from September to<br />
November and in February, March, and June<br />
• Targeted to internet gamers in 12-24 age<br />
group<br />
• Most popular gamer podcast<br />
• Advertisements run in summer, and from<br />
November to January<br />
Muggle Cast<br />
• Harry Potter podcast hosted by teenagers<br />
• Popular, and receives a lot of press<br />
• Run advertisements during the summer<br />
18<br />
Dane Cast<br />
• Dane Cook hosts the number one rated<br />
entertainment podcast currently<br />
• High school demographics enjoy comedians<br />
• Run advertisements during the summer and<br />
from November to February
media timeline.<br />
Media Category Jan. Feb. Mar. Apr. May Jun. Jul. Aug. Sept. Oct. Nov. Dec.<br />
TV<br />
Network Television*<br />
Cable Television**<br />
Magazines<br />
CosmoGirl!<br />
Seventeen<br />
GamePro<br />
Public Relations<br />
Red Bottles<br />
Sales Promotion<br />
Floor Stickers<br />
Freezer Stickers<br />
Interactive<br />
Myspace.com<br />
Facebook<br />
AOL Games<br />
Yahoo! Games<br />
GameSpot<br />
MiniClip<br />
AOL Music<br />
Yahoo! Music<br />
MTV.com<br />
ESPN<br />
Podcasts<br />
ESPN Pardon the Interuption<br />
X-Play Daily Video<br />
MuggleCast<br />
Dane Cook: DANEcast<br />
Outdoor<br />
Six Flags Theme Parks<br />
Mall Kiosks<br />
Movie Theaters<br />
* Fox, NBC, ABC<br />
**The Disney Channel, Nickelodeon, MTV, Cartoon Network<br />
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public relations.<br />
To increase brand health, Amplify proposes a corporate social responsibility public relations initiative with the theme:<br />
“Celebrate the Power to Change the World, Celebrate the Coke Side of Life.” The objectives are to:<br />
• raise national awareness about AIDs<br />
• inspire local involvement through community service projects<br />
Amplify proposes that Coca-Cola Classic initiate a campaign working towards<br />
the alleviation of the world’s AIDS epidemic. As such, the Product (RED)<br />
Campaign will inform consumers about Coca-Cola’s global social initiatives.<br />
In accordance, Amplify suggests the introduction of an opaque, red,<br />
plastic, 20-ounce bottle. This new packaging would give the traditional Coca-<br />
Cola bottle greater consumer appeal without changing its core identity. Furthermore,<br />
the suggested limited edition packaging will differentiate Classic<br />
Coca-Cola from the other, regular labeled bottles.<br />
The bottle would be made available in the beginning of November. This is an<br />
optimal time frame as December 1st is World AIDS Day and marks the<br />
beginning of International AIDS Month. The distribution timing will heighten<br />
media awareness regarding the Product (RED) Campaign.<br />
packaging<br />
• Product (RED) Campaign<br />
• opaque, red, 20-ounce bottle<br />
• 30% of profits to global fund<br />
20<br />
Coca-Cola will donate 30% of sales profit from the red, 20-ounce bottle. During this promotional period, the standard Coca-Cola<br />
Classic bottles will remain available for purchase. Augmenting current sales with the units sold of the red bottle will increase<br />
gross sales volume for 20-ounce bottles. The campaign will be limited to 20-ounce bottles.<br />
The Product (RED) Campaign will positively contribute to point-of-purchase sales. The bottles will catch the attention of<br />
consumers lost in the boredom of the stagnant display of soda packaging. In addition, print media will feature an image of the<br />
red bottle with the tag line:<br />
Celebrate the Power to Change the World.<br />
The “Celebrate the Power to Change the World” theme segue into the Product (RED) Campaign national competition. The<br />
underlying concept supports the youth market’s efforts to make a difference in ways both big and small. It is through these<br />
improvement efforts that the youth market can “change the world.” Coca-Cola wants to celebrate these contributions.<br />
Accessible through the Coca-Cola website, participants are encouraged to submit an essay, photograph, and/or video displaying<br />
the charitable projects during the month of November via the Coca-Cola website. Participants must be between 13– 18 yearsold.<br />
It is through these personal submissions that youth will be inspired and encouraged by other teens to become involved.<br />
This contest will increase consumer interest thus driving traffic to the website.<br />
To measure the impact of Amplify’s recommended Global Corporate Responsibility Initiative, we propose tracking sales of the<br />
red bottle. Success will be determined according to the comparison of fourth quarter sales from previous years. Furthermore, the<br />
contest entries from the website promotion will help to gauge the passions and emotions which drive youth in our target market.<br />
Using the information these individuals provide, Coca-Cola will better understand the psychographics of the important youth<br />
market regarding Coca-Cola Classic.
evaluation plan.<br />
The objective for Coca-Cola is to increase the incidence rate and brand health in the target market of 13-24<br />
year olds by 3%, respectively. As our focus is solely on 13-18 year olds, which only account for half the total<br />
market, the objective of our campaign is to increase incidence and brand health by 6%.<br />
To track our incidence rates through the year, we<br />
will employ surveys at four key points in our campaign:<br />
in January, in May before summer, end of<br />
August, and the end of December. Surveys will be<br />
administered online using an independent research<br />
company, such as Harris Interactive, and will be<br />
tied to incentives relating to Coca-Cola Classic and<br />
mycokerewards points.<br />
We will measure our popularity on the web by<br />
measuring our web hits after the launch of<br />
Celebrate campaign. We recommend the<br />
implementation of affiliate marketing techniques in<br />
order to track the number of click-throughs per site.<br />
Thus, the effectiveness of each site will be evaluated.<br />
Amplify will monitor both the sales of the red bottles<br />
and the number of submissions to analyze the<br />
effectiveness of the “Celebrate the Power to Change<br />
the World” campaign.<br />
We anticipate an additional spike in our incidence<br />
and brand health due to our Red Bottle campaign in<br />
accordance with the fight against AIDS, which occurs<br />
in November.<br />
Sales Response Curve<br />
%<br />
20.00%<br />
18.00%<br />
16.00%<br />
14.00%<br />
12.00%<br />
10.00%<br />
8.00%<br />
6.00%<br />
4.00%<br />
2.00%<br />
0.00%<br />
Incidence<br />
Brand Health<br />
January<br />
February<br />
March<br />
April<br />
May<br />
June<br />
July<br />
August<br />
September<br />
October<br />
November<br />
December<br />
time<br />
22
udget allocation.<br />
23
campaign budget.<br />
Television 6,000,000<br />
Magazines 1,527,630<br />
CosmoGirl! 547,620<br />
Seventeen 650,010<br />
GamePro 330,000<br />
Interactive 2,150,000<br />
Internet 2,100,000<br />
Podcasts 50,000<br />
Outdoor Advertising 2,765,014<br />
Theme Parks 1,800,000<br />
Movie Theaters 216,000<br />
Mall Kiosks 558,000<br />
Floor Stickers 133,514<br />
Freezer Stickers 57,500<br />
Red Bottles 500,000<br />
Licensing and Incidental Fees 57,356<br />
Production 2,000,000<br />
Total 15,000,000<br />
24
the family.<br />
4: Professor William Madway, Kyle Scudilla, Jeremy Cantarow, Rachael Levenson, Wil Kristin, Paul Campagna<br />
3: Evan Armstrong, Sara Horstmann, Courtney Betley, Cristina Chewning, Jamie Herman,<br />
Janette Spreen, Marianna Visnadul, Lindsay Clark, Steph Zaucha, Mallory Smith<br />
2: Lily Linquata, Colleen Dunleavy, Jenn Cacace, Carla Cardona, Katie Thompson<br />
1: Christine Vianna, Kristina Ordoneza, Maria Amjed, Jacqueline Perry<br />
media.<br />
account<br />
management.<br />
creative.<br />
25
campaign summary.<br />
Amplify Communications celebrate Campaign began researching the youth market through three means of<br />
information gathering: secondary research, focus groups, and an online survey. The two most significant findings<br />
from this research process are that 13-18 year olds represent the best target within the youth market<br />
and that these consumers are greatly influenced, not by celebrity personalities, but by depictions of people<br />
“just like them.”<br />
Our research also shows that 13-18 year olds are less health-conscious than their older counterparts, and they<br />
tend to be fun-loving, outgoing, active, and technology-savvy.<br />
The Celebrate Campaign we developed is designed to connect the little moments in life with Coca-Coca Classic<br />
as a part of “the Coke side of life.” Through bold, playful images and poignant messages, conveyed through<br />
traditional media, interactive media, and our social responsibility initiatives, we expect to increase incidence<br />
and brand health by 6% respectively among 13-18 year olds.<br />
It is through Amplify Communications’ extensive knowledge of the youth market that meaningful connections<br />
are made with this demographic. In order to reach this coveted yet confounding market, we do not simply get<br />
to know the youth market, we become the youth market.<br />
As a full service communications firm, our budget allocation for the celebrate Campaign consists mainly of<br />
traditional media such as television and print advertisements. However, Amplify Communications differs from<br />
other communications firm because of our Vision Infused Marketing approach. Our creative team has<br />
put us on the cutting edge of non-traditional media, through such vehicles as podcasts and DVR fast-forward<br />
formatted advertisements. Amplify Communications’ Campaign will overcome all surrounding media noise to<br />
make Coca-Cola Classic heard in the youth market.<br />
Amplify Communications invites you to celebrate…..<br />
plug in.<br />
26
Images:<br />
reference sources.<br />
200405329-001/Tim Jones/courtesy of Getty Image<br />
Shy Girl picture for Love at First Sight:<br />
E010588/Photodisc/courtesy of Getty Images<br />
Spin the Bottle pic for Love at First Sight:<br />
200464260-001/Lisa Pines/courtesy of Getty Images<br />
20-something couple kiss for Love at First Sight:<br />
56385682/Stockbyte/courtesy of Getty Images<br />
Serious looking bus driver, not happy she had to stop the bus for the<br />
kid being late:<br />
BF0989-001/Frank Herholdt/courtesy of Getty Images<br />
Kids hanging out: 57613813/Stockbyte/courtesy of Getty Images<br />
Image 200473276-001 (Royalty-free)<br />
Collection: Photodisc Red<br />
Three teenage girls (13-18) photographing themselves on bed, smiling<br />
Photographer: Tonya Constantine<br />
Industry Reports:<br />
Beverage Digest, March 8, 2006, Beverage Digest Company, LLC<br />
2005 Teens– Adult National consumer survey, Simmons Market Research Bureau<br />
SRDS Media Solutions<br />
Nielson Media Research Television Audience Data<br />
27
6:00 and time to wake up already?<br />
Just 5 more minutes.<br />
…. 5 more minutes….<br />
…. 5 more minutes….<br />
but don’t wait to RSVP to...<br />
plug in.<br />
28