Академический Документы
Профессиональный Документы
Культура Документы
Julia Bjornland
Scout Will
Taryn Cordani
Kelsey Herniman
Amanda Ling
Table of Contents
1 Executive Summary
2 Agency Identity
3 History
4-5 Environmental Analysis
6 Competitor Analysis
7 SWOT Analysis
8 Objectives & Budget
9 Research & Objectives
10 Brand Value Proposition
11 Target Market
12 Target Market Profiles
13 Campaign Strategy
14 The Big Idea
15 Creative Strategy
16 Print Ads
17 Online & Billboard Ads
18 Online Video & Creative Testing
19 Media Objectives & Strategies
20 Media Mix: Magazines
21 Media Mix: Online Video
22 Media Mix: Billboard
23 Media Flowchart
24-25 Brand Activation
26 Evaluation
Executive Summary
GTs Enlightened Synergy is a specialty kombucha tea beverage
that prides itself in being organic, raw, and all natural, giving
consumers an energized lift to their day while keeping their
mind and bodies ultimately balanced and regulated.
Our goal is to position GTs Enlightened Synergy as the
beverage of choice to consumers when they are not drinking
water to help them stay at their best so they can live
happier, healthier, and stronger. In our campaign, we will be
using print, online video, online display, and billboard
advertisements to reach our target market.
Agency Identity
Eminence Agency is a team of five creative and talented women who embody the name and spirit of the
company. We work to express our clients stories through collaboration, detailed planning, and innovative ideas.
We believe in the strength of integrated marketing campaigns and the importance of reaching all markets of
communication while spreading awareness of the brand. Eminence Agency believes each client is as prestigious
as their products and showcase this through the services we provide. We strive to do this through:
Research
Goal Setting
Creative
Brainstorming
Application
Evaluation
History
1995
The owners mother, Laraine, was diagnosed with cancer and was drinking kombucha - which she believes is part of the reason she is still here. Knowing that this helped
his mom, the owner, GT, began making kombucha tea in his parents kitchen. He was only a teenager when he started the business.
1996
The business began getting too big for the small house. GT was selling 30 to 50 cases a day. He rented a 2,000 square foot industrial space in Gardena, CA
and started hiring workers. Soon, Whole Foods was calling.
1999
Whole Foods gave GT Kombucha the power it needed to become a brand across the states. The tea was now found all along the Southwest. He quickly rented
another 2,000 square foot building in Gardena, CA.
2004
The tea was in high demand all along different regions. GT was still using the traditional brewing process with took up a lot of time and attention. GT refused to
hire a contract manufacturer, or change his product. He stuck to his traditional way of brewing and worked even harder to get his brand going.
2010
GTs Tea began being seen everywhere - with many celebrities being shown carrying it. Honest Tea, partly owned by Coca-Cola, began to be a competitor. GT started hearing from retailers that
some bottles were leaking and bubbling while still on the shelves. The product was tested and was found to be fermenting on the shelves with an alcoholic content as high as 2.5%. Retailers
pulled it off the shelves for fear of selling alcohol illegally. Lawsuits were filed against Honest Tea, and GTs.
2011
GTs changed the potential for alcohol by controlling the chemistry of fermentation. This then led GTs to have new Enlightened Synergy, which was
non-alcoholic. It had 5% juice content which was sweeter for many customers. The new category when put on shelves grew more than 40%.
2014
GTs products are now seen in the mainstream, which is great for business. Conventional grocers are now the largest retail channel for kombucha. They
have risen by more than 60%. .
Environmental Analysis
Competitive Forces:
As of right now, GTs Company rules the Kombucha market and is the largest supplier in the industry. Other
health drinks such as Kevita, Viva Coco, Bai 5, and Honest Tea have the same target market as GTs and are of
the brands biggest competitors. These other health drinks tend to have lower prices and utilize aggressive
advertising techniques. GTs Enlightened Synergy sets itself apart from its competitors by offering customers a
variety of flavors, and a unique, delicious, taste due to its 5% juice content. The beverage also has immense
health benefits that attract a growing health conscious crowd such as proprietary probiotics and powerful
antioxidants.
Sociocultural Forces:
In todays society, there is an increased awareness of what people are consuming and how it affects their overall wellbeing.
The trend of being healthy is growing quickly. As a result, people are searching for both creative and delicious ways to
nourish their bodies. GTs Enlightened Synergy is a drink that can offer both rewarding effects and great taste, while also
helping one achieve or maintain an active, healthy lifestyle. GTs is committed to having a local, personal impact on their
consumers lives and stories. Therefore, the company understands the importance of Corporate Social Responsibility. GTs
recently paired with the non-profit organization, The Art of Elysium, founded in 1997 that works to make art a catalyst
for social change. Additionally, a limited edition flavor Sharing Gratitude was created as a thank you to its loyal fans
after 20 great years.
Environmental Analysis
Competitor Analysis
Strengths:
Strengths:
Strengths:
Cheaper than GTs Enlightened
Synergy
Celebrity endorsement
Extremely hydrating and high in
potassium
High brand recognition
$400 million and growing coconut
water market
Strong social media following
Weaknesses:
Less flavor variety
Acquired taste
Flavored versions contain added
sweeteners
Higher calories per serving than GTs
Weaknesses:
Artificial sweeteners such as stevia
Plastic water bottle (less environmentally
friendly)
Widely available
High brand recognition
Variety of different flavors
Strong Corporate Social Responsibility
Awarded Best Engagement Campaign
at the 2015 Golden Bevies
Cheaper than GTs Enlightened Synergy
Weaknesses:
No probiotics or antioxidants
High in calories
No longer produces Kombucha because
of regulating challenges
Owned by Coca-Cola, diluted brand
identity
SWOT Analysis
Strengths:
Health benefits such as: Probiotics, Metabolism boosting & Immune system health
GTs dominates 95% of Kombucha market
Synergy brand extension tastes better than regular Kombucha due to 5% juice
content
USDA Organic, Gluten Free, Vegan
Strong Corporate Social Responsibility
Celebrities seen and photographed with GTs Synergy (Madonna, Gwyneth Paltrow,
Reese Witherspoon, etc.)
Strong social media presence
Product is becoming increasingly available in mainstream retailers such as Walmart
Opportunities:
Weaknesses:
Against company values to produce unnaturally at faster rate & lower cost
Traditional way of brewing slows down production
Breweries currently only on West Coast
Little to no advertising or marketing
More expensive than most health drinks
Massive recall in 2010 for over 2.5% alcohol content
Threats:
Legal issues regarding alcohol content
FDA regulations constantly changing
Other companies joining market with aggressive advertising and faster production
rates
Kombucha could become fad and then die out
Competitors using local ingredients
Objectives:
Determine the health benefits that our target audience seek from specialty beverages
Determine our target audiences overall awareness of kombucha
Find out the reasons why our target audience drinks kombucha
Uncover the reasons that are keeping our target audience from drinking GTs Enlightened Synergy
Primary Research:
Exploratory/Secondary Research:
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Functional Benefits:
GTs Enlightened Synergy is a line of GTs Kombucha tea that offers a wide array of health benefits such as detoxification,
as it is rich in enzymes and bacterial acids to detox the body, aided digestion and gut health, and boosted immune
system. Enlightened Synergy offers great taste while also being low-carb and low calorie. It is raw, vegan and kosher and
contributes to healthier skin, hair, and rejuvenated energy. GTs Enlightened Synergy is offered in 12 varieties, such as Mystic
Mango, Cosmic Cranberry, Gingerberry, and Cherry Chia, so that members of our target audience can find a flavor most
suitable to them!
Emotional Benefits:
Since GTs Kombucha is made naturally and organically, women who choose to drink Enlightened Synergy feel invincible
knowing they are strengthening their bodies and their minds. Consumers of GTs Enlightened Synergy can feel happier
and more relaxed while drinking our Kombucha tea, knowing and feeling the health benefits of our products. With these
benefits of Enlightened Synergys kombucha tea, consumers can feel ultimately balanced as the kombucha regulates the
body and mind to a neutral state.
Self-Expressive Benefits:
Women who drink GTs Enlightened Synergy can be identified as health conscious women who embrace the natural things
in life. These women represent the active and environmentally friendly lifestyle. Enlightened Synergy drinkers are also
trendsetters and support homemade companies, like GT. Most importantly, GTs Enlightened Synergy drinkers are
identified as happy, spiritual, and peaceful
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Target Market
Demographic:
Behavioristic:
Geographic:
Psychographic:
18-34 women
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She is a 25 year old graphic designer living in Lorraine, Ohio. Sarah is an artistic, spiritual, individual
whose favorite things to post on Instagram are
pictures of her dogs. She loves eating healthy and
staying fit, however her weakness has always been
Orange Soda. Sarah heard about GTs Enlightened Synergy from her spin class instructor and
has been a loyal consumer ever since. Even though
the drink is more expensive, she loves that it is
naturally carbonated and is a great alternative for
sugary sodas. After she finishes a bottle of Trilogy
she feels rejuvenated, energized, and happy with
her choice to nourish her body with something
nutritious and healthy.
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Campaign Strategy
Challenge
Despite kombuchas incredible health and wellness benefits, many people are uninformed and unaware about
kombucha. GTs Enlightened Synergy also faces the preconceived idea that the taste is unpleasant. Eminence Agencys
challenge is to inform and create more awareness to our target audience about kombucha and its health benefits
to encourage our market to incorporate Synergy into their routine and healthy lifestyle. We also want to communicate that kombuchas benefits are not a sacrifice for taste with GTs Enlightened Synergy.
Through our research, we discovered that our target audience cares about achieving life-long wellness while staying active. Eminence Agency wants our audience to know and fully embrace the immense health benefits of GTs
Enlightened Synergy kombucha for the mind, body, and spirit.
Brand Promise
Key Insight
Kombucha originates from 221 BC China where it was once known as The Tea of Immortality. Our mission with
GTs Enlightened Synergy is to help people stay active and do what makes them happy, while reaping in the
health and wellness benefits. When consumers buy GTs Enlightened Synergy, they become a part of a community
that values an active, holistic lifestyle that embodies the synergy of the mind, body, and spirit.
Harmonize
Your
Health
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15
Creative Strategy
Creative Strategy
-How the brand will deliver the brand promiseOur research has allowed us to identify the needs and beliefs of our target audience. These women ages 18 to 34
care about what they are putting into their bodies and have a lifelong passion for health and happiness. Our
Harmonize Your Health position GTs Enlightened Synergy as the superior choice of beverage for the ultimate
mind, body, and spirit revitalization. It will empower women to achieve happiness and health in any activity while drinking GTs Enlightened Synergy.
-Elements and link to strategy, show product/packageFor our print ads, we chose to put the primary focus on the product, GTs Enlightened Synergy, with the target market (women 18-34)
doing activities that emulate what the brand represents; harmonizing your health in the mind, body & spirit. For the mind, the ad
features the drink in the foreground with a woman shown in a studio pursing her passion of drawing, with the quote illustrate your
happiness, to earnestly persuade consumers to also pursue their passion. For the spirit, the ad shows a woman doing yoga in the background, which informs potential consumers that GTs will allowed for them to reach for their happiness. For the body, the ad features a
woman hiking along a trail and reminds consumers that happiness has no boundaries, so they also shouldnt sacrifice their happiness
when choosing a drink to better their health. Each ad includes the GTs logo as well as the gluten-free, non-GMO & vegan logos. The
big idea, harmonizing your health, will also be front-and-center.
Copywriting
Art Direction
-Copy elementsAll of our ads will display the slogan, Harmonize Your Health as the consistent message. The additional copy for these
ads will communicate the health benefits of GTs Enlightened Synergy with creative alterations based on the activities
seen in the visuals. The copy will focus on the holistic benefits of GTs Enlightened Synergy, supporting our big idea,
Harmonize your Health. The copy will be visually appealing and be tailored to the images in the advertisements.
The Vegan, Gluten Free, & Organic logos will also be seen on the print advertisements as well as the GTs Enlightened
Synergy logo. Additionally, a call to action will be placed on most advertisements to encourage consumers to visit the
GTs website, synergydrinks.com.
Print Ads
16
Online Display
17
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1 Scene opens with a yoga class. Everyone is mediatating. The sound of the gong
going off is in the background.
2 The gong signifies everyone saying Ohm. Camera pans from left to right.
3 Camera stops on a woman holding up a bottle of GTs Enlightened Synergy.
4 Zooms in to just her taking a sip of the drink and then instead of saying
Ohm she says Yum!.
5 Everyone in the class turns to her with curiousity.
6 Everyone in the class grabs their bottles of GTs Enlightened Synergy and
drinks, feeling themselves become balanced.
7 Voice over comes on stating: Theres a reason why yum sounds better than
ohm. Bring some balance into your life and harmonize your health with GTs
Enlightened Synergy.
8 GTs Enlightened Synergy Logo.
Creative Testing
In our research while testing our advertisements we found that the cohesive balance and integrity of our ads were
understood by the audience. The theme of health and happiness was seen as representing the drink by a multitude of the
people involved in the creative testing.
I like the juxtaposition of the product with the scene. I think it attracts a wide variety of creative people.
I like that the ads are relativity simple and that the women are just carrying the drink along with them during their everyday lives The fonts are nice.
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Objectives
Target Market
Our primary target audience is women ages 18-34 who are brand loyal to health drinks as well as a moderate user of these drinks. Women at this age are focused on their health as well as
what theyre putting into their bodies. Since this is a specialty drink and a lifestyle brand, consumers are likely to purchase it around once a week during times of stress or when regular health
drinks become repetitive. These consumers are interested in organic and sustainable lifestyles while enjoying mindful activities including yoga, hiking, and meditation. They choose alternative
forms of medicine such as herbs and natural healing while staying away from processed and frozen food. We plan to reach these women with our campaign through a media mix including
online video, magazine print advertising, billboards, and online banners.
Geographic Placement
We plan on the majority of our advertisements being placed nationally, such as our magazine advertisements, online video and banners. However, our billboard advertisements will be placed
regionally throughout the United States. Advertisements will be placed in areas with a younger population and a bustle of outdoor activities. These areas are San Francisco CA, Minneapolis MN,
Austin TX, and Boston MA.
Message Weight
This campaign is targeted towards the entire United States. States in the Midwest and Southern area will receive a heavier exposure to GTs Synergy advertisements as it is more beneficial to
them year round.
Strategies
Continuity
Our campaign will be a pulsing continuity
campaign. This is ideal so that our message effectively reaches our target audience continuously
throughout the campaign year while increasing
ads during the summer months. Our advertisements of Synergy drinks will increase from June
to August when consumers become more active
and health conscious.
Circulation 2,575,900
Shape is an American magazine that covers
fitness, healthy eating, weight loss, lifestyle, and
celebrities. This magazine promotes healthy
and realistic living that our target market
wants. In Simmons research, women ages 18-34
are 66% more likely than the average person
to read Shape in the past six months. This
magazine has a loyal following and target
those serious about their health. This will
help us reach our campaign goals as Synergy
is a serious health drink that consumers will
appreciate. Shape conveys to women the need
for positive body images and healthy ways
of losing weight. Synergy is about creating
harmony with your body and the first step to
that is loving yourself.
Circulation 2,348,000
Glamour magazine is an international publication that focuses on fashion, beauty, celebrities, health, news, and love. Recently, Glamour
redesigned their brand to create a more open
and relatable magazine. According to Simmons
research, women ages 18-34 are 69% more
likely than the average person to read Glamour
within the past six months. Glamour showcases
many lifestyle brands and is a magazine made
by women for women. Consumers can gain important information about topics still taboo in
the United States. It is focused on making sure
women keep themselves healthy and happy
which co-insides with how Synergy wants their
customer to feel.
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Circulation 1,495,537
Self magazine is an American magazine for
women that specializes in health, wellness,
beauty, career, and style. The women who read
this publication want to achieve the best. Women ages 18-34 are 56% more likely than the
average person to read Self magazine, making
it another high indexing example of an outlet
read by our primary target audience. Self not
only focuses on the health and wellness aspect
of life but also on a womans career as well as
her lifestyle. This promotes female-empowerment and confidence that we want consumers
to feel when they drink Synergy. Women arent
just helping their bodies, theyre also helping
their mental wellness.
21
22
Minneapolis continues to appeal to the college and post-grad students despite the frigid winters.
Many graduates come to the city as it continues to be one of the top cities for finding a job according to Fortune magazine. This is possible due to the headquarters for major companies including
Target and the Mayo Clinic. Despite the cold weather, Minneapolis ranks second on the American
Fitness Index. Most residents live within walking distance of a local park; and this enables citizens to
be active. All of these factors create an environment for Synergy to thrive and build loyal customers.
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Media Flowchart
September October November
1234
1234
1234
# of issues
2
3
2
Total Impressions
16,791,929
24,840,850
18,700,218
# of days
180
180
180
180
Cost per ad
$269,900.00
$210,383.00
$251,942.00
Magazine Total
Total
$539,800.00
$631,149.00
$503,884.00
$1,674,833.00
Cost
$30.00
$30.00
$30.00
Online Video Total
Total
$503,757.87
$1,490,451.00
$1,683,019.62
$3,677,228.49
Total
$452,219.40
$216,037.80
$478,116.00
$348,823.80
$1,495,197.00
Total Impressions
Cost
Total
162,823,589
$10.00
$1,628,235.89
150,000,000
$10.00
$1,500,000.00
Online Display Total
$3,128,235.89
Production
$1,000,000.00
Grand Total
$10,975,494.38
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Brand Activation
Stickers in Magazine Ads
Objective:
This will distinguish our advertisements from others within the media vehicle by allowing consumers to interact with our print ads. Our
target audience will place the stickers on surfaces where their friends and co-workers can see, ultimately increasing brand awareness. This
will hopefully spur positive conversation about our brand and recruit new customers to try a bottle of GTs Enlightened Synergy.
Strategy:
Decorating laptop cases, car windows, and reusable water bottles with various stickers is a popular trend that a large part of our target
audience takes part in. We will spice up our print advertisements by including a fun and colorful sticker on the magazine page. The
GTs Enlightened Synergy logo in our magazine advertisements will double as a sticker. GTs social media accounts will tweet telling
followers to keep a look out for the stickers in magazines and post a photo of what surface they end up decorating.
Strategy:
For a limited time, all GTs Enlightened Synergy drinks will have bottle caps that also double as pins. The pins will read a variety
of sayings that represent the message of the brand. This brand activation strategy will support our big idea of Harmonizine Your
Health because we will encourage consumers to collect all different pins that embody areas of wellness. The caps will have an access
code on the inside. Once our consumers collect three pins and essentially harmoize their health, they can use the codes to redeem a
coupon for a free beverage through GTs website.
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Brand Activation
GTs Enlightened Synergy Wellness Event
Objective:
This event will raise interest and awareness of GTs
Enlightened Synergy and cause consumers to associate the
brand with a fun experience revolving around holistic
health and wellness.
Flowchart
Strategy:
People will embody our big idea of Harmonize Your Health at this outdoor
event put on by GTs Enlightened Synergy. This event will have various tents
and activities set for attendants to take part in that promote overall health of
the mind, body, and spirit. These activities will be designed to also interest
our target audience of women 18 through 34 and include yoga, painting, rock
climbing, massages, and jewelry making. Additionally there will be music and
raffles. At the event we will also have a booth of empty GTs Enlightened Synergy
bottles and various arts and crafts supplies. We will encourage those at the event
to get creative and recycle the bottles in an artistic way. At the end of the event,
the winner will receive a gift basket. These events will be held throughout the
spring and summer in city parks to gain an optimal amount of attendance and
awareness.
Evaluation
The three main goals of
Eminence Agency were to increase
comprehension rates of the brand of
GTs Enlightened Synergy Kombucha
by 80%, increase conviction rates by
55%, and to increase sales by 12%.
We planned on achieving these goals
by carefully considering all options
in terms of the placement of the
ads and brand activation tactics. The
comprehension and conviction rates
throughout the campaign fluctuated
until we finally exceed our
original goal.
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APPENDICES
Creative Brief
Competition:
Vita Coco, Bai5, Honest Tea
Advertising Problem:
Many consumers are neither aware nor informed about kombucha and its health benefits. This
also comes with the preconception that kombucha tea has an unpleasant taste and a strange
fermentation process. We plan to find solution to this problem by creating more awareness about
our brand and kombuchas health and wellness benefits in our campaign.
Target Market:
Our target market consists of women between the ages of 18 and 34. These adventurous women
are health conscious and lead an active lifestyle, while seeking a happy life. They are moderate
users to various health drinks as an alternative to drinking water. Members of our target market
tend to also eat organic and raw, while caring for the environment. These women pride
themselves in staying active, but also place a strong importance on their mental and physical
health as well.
Goals:
Marketing Goals: Objectives for this campaign will increase overall sales of GTs Enlightened
Synergy by 12%.
Advertising Goals: Within the target audience of women, 18-34 years old, Eminence Agency will
see 80% comprehension and 55% conviction. The effective reach for the campaign is 80 with an
effective frequency of 4.
Time Frame: This will be a year-long campaign, beginning in December 2016 and ending in
November 2017.
Historical Background:
In 1995, GT Dave, founder of GTs Synergy products, began brewing kombucha in his kitchen
for his mother who had been diagnosed with breast cancer. He was only a teenager when he
started his business, but GT was dedicated to share the strength of kombucha that helped his mom
to everyone. After selling bottles from his house, in 1999, Whole Foods gave GTs kombucha
brand power across the states and his tea became in high demand. Fast forward to 2010, GTs
kombucha was seen with celebrities in tabloids and began gaining popularity. Today, GTs
Synergy kombucha teas are in the mainstream and see great business, with conventional grocers
being the largest retail channel for GTs kombucha.
Creative Brief
Agency Profiles
Julia Bjornland
Scout Will
Taryn Cordani
Agency Profiles
Kelsey Herniman
Amanda Ling
References
http://www.inc.com/magazine/201503/tom-foster/the-king-of-kombucha.html
http://greatist.com/health/20-best-cities-20-somethings
http://qz.com/368513/the-american-kombucha-craze-in-one-home-brewed-chart/
http://thegoodkarmakitchen.blogspot.com/2012/03/product-review-gts-raw-organic-kombucha.html
http://www.brianastockton.com/kombucha/
http://www.organicbeautytalk.com/gts-enlightened-organic-raw-synergy-kombucha-in-passionberry-bliss/
http://hotinkreviews.blogspot.com/2012/11/gt-daves-enlightened-raw-kombucha-out.html
https://likeajapanesehamsandwich.wordpress.com/2012/05/03/kombucha-is-my-new-alcohol-yoga-drinking
http://www.thetravelingyogi.com/favorite-things-fridays-gotta-have-gts-kombucha-synergy-drinks/
http://familyfriendlydaddyblog.com/2014/08/26/gts-synergy-enlightened-kombucha-grape-chia-vegan-friendly-reviewwhy-i-gave-up-caffeine/