Chef Sleeve - Communications Plan

Kelli Bembenek, Alex Pascutoi, Natalie Seidel, Hayley Vogt Mike Zwickey
Capstone Strategic Communications Project
University of Minnesota - SJMC
t
a
b
l
e

o
f

c
o
n
t
e
n
t
s
Table of Contents
I. Executive Summary
II. Situational Analysis
Chef Sleeve
Business Problem
III. Campaign Objective
IV. Strategy
Brand Positioning
Target Market
Target Market Profles
V. Execution
Press Releases
Live Demonstration
Media
Online
Campaign Schedule
Budget Summary

VI. Evaluation
VII. Sources
VIII. Appendix
.........................................1
.................................................2
.......................................2
......................................3
..........................................................4
........................................4
..............................................5
.................................6
.........................................................7
...........................................8
................................9-11
...................................................12-13
..................................................14-16
............................17-18
......................................18
....................................................19
..................................................20-21
..............................................22-37
1
I
.

e
x
e
c
u
t
i
v
e

s
u
m
m
a
r
y
Executive Summary
Chef Sleeve, a product of Established Tomorrow,
is an ultra-clear casing that provides effortless
protection for the iPad. Branded as the smart,
simple and fun way to make your kitchen smarter,
Chef Sleeve takes advantage of increasing iPad
ownership and the rise of foodie culture.
Despite amazing press coverage early on, Chef
Sleeves primary problem is a lack of awareness.
In fact, many consumers within their small niche
market dont even know they need a product like
Chef Sleeve.To counter this problem, our overall
objective is to increase awareness of Chef Sleeve
as a kitchen product to those most interested in its
benefts -- the techie chef.
To target this consumer, Chef Sleeve will implement
a communications plan to make meaningful
impressions -- making every ad dollar count.
These strategies will include public relations in
select techie cities, live demonstrations at farmers
markets and festivals,promotion through the media
including daytime talk shows and cooking shows
and online Google and Facebook advertising.
These meaningful impressions will raise awareness
to stimulate trial.
2
I
I
.

s
i
t
u
a
t
i
o
n
a
l

a
n
a
l
y
s
i
s
Business Problem
Chef Sleeves primary problem is lack of awareness.
Despite phenomenal press coverage early on, most
people are unaware of the product and its benefts. In fact,
they dont even know the need it.
But Chef Sleeves branding aligns it with exciting
opportunities (SWOT Analysis - Appendix j). Our
research shows increases in iPad ownership and cooking
enthusiasm, which indicates market growth for the Chef
Sleeve (iPad ownership & Foodie culture - Appendix g &
h)
Chef Sleeve currently has no advertising budget and relies
solely on media coverage and word-of-mouth initiatives
to drive growth. As the media hype begins to die, how
can Chef Sleeve keep the buzz alive to stimulate trial?
Where do we reach these new iPad owners interested in
cooking? How do we fnd new, innovative ways to tell the
Chef Sleeve story?
Chef Sleeve
Santiago Merea developed Chef Sleeve in April 2011 to
provide iPad users with effortless protection in the kitchen.
Tired of continuously washing his hands while scrolling
through recipes on his iPad, he created the ultra-clear
touch-sensitive sleeve to protect his tablet from messy
fngers (Company background - Appendix a).
Chef Sleeves brand is a simple, smart and fun way to make
your kitchen smarter. Its competitive advantage is effortless
iPad protection designed specifcally for cooking with FDA
approved material. The Chef Sleeve is sold in packs of
25 for $20 through online retailers like Best Buy, Staples,
ThinkGeek and Brookstone and in smaller peciality stores.
(Competitive Analysis - Appendix e).
3
I
I
I
.

c
a
m
p
a
i
g
n

o
b
j
e
c
t
i
v
e
Objective
To raise awareness of Chef Sleeve
among those most interested in its
benefts-- Techie Chefs.
Primary Goal #1:
Increase media impressions by 10%
Primary Goal #2:
Increase unique chefsleeve.com
visits by 25%
Primary Goal #3:
Increase google searches for Chef
Sleeve by 15%
Primary Goal #4:
Achieve 4,000 unique in-person
visitors
If we deliver Chef Sleeves story
and benefts to tablet users with
an enthusiasm for cooking, we can
stimulate trial of Chef Sleeve to
expand the market.
Secondary Goal #1:
Increase sales by 8%
4
I
V
.

s
t
r
a
t
e
g
y
Brand Positioning
Chef Sleeve makes your kitchen smarter.
Chef Sleeve provides a smart, simple and fun way to
integrate your iPad into the kitchen. Allowing you to
access more recipes online without worrying about
getting your iPad dirty. So you can do more, confdently.
smart, simple, fun.
protective
more recipes
eco-friendly
easy-to-use
perfect ft
reusable
disposable
kid-friendly
worry-free
cooking
We will achieve our objective by strategically
communicating with those who are unaware of Chef
Sleeve, but are most interested in its benefts. We
have selected the growing techie chef lifestyle
demographic as it aligns with Chef Sleeves current
positioning. Utilizing consumer research, we will
innovatively use media and to create meaningful
impressions with this small niche market.
Strategy
(Info Sheet & Ingredients - Appendix b & c)
5
I
V
.

s
t
r
a
e
g
y
Target Market
From our consumer research, we identifed two consumer
lifestyle trends that align with Chef Sleeves positioning
and potential for growth.
First, the iPad market is growing. As of March 2012,
Apple has sold 55 million tablets since the iPads launch
in 2010. Tablet sales are expected to increase to 326
million by 2015, with Apples iPad largely dominating the
market. iPad owners are early adopters and value Apples
innovation, intelligence, creativity and green brand identity
(iPad Ownership - Appendix g).
Another relevant trend is the rise of foodie culture
and increased interest in cooking. Food remains more
photographed, analyzed, critiqued, and genuinely
obsessed over than than its ever been. People are
sharing their experiences with cooking online through
social media. Kitchens now utilize technology like Chef
Sleeve to make cooking easier, healthier, smarter and
more tastier. According to Mintel Research, Enthusiastic
Chefs, a demographic that is passionate about cooking,
makes up 44% of the market (Foodie Culture - Appendix h).
The intersection of these two growing lifestyle
demographics creates our techie chef. This target is
sizable, growing and has a strong interest in the benefts
of our product.
Who are techie chefs?
iPad owners, smartphone owners, Apple loyalists, early
adopters, innovators, affuent, 25-54, college educated,
passionate about food, engage in cooking at least
occasionally, prefer organic and fresh products, green,
concerned with health, urban/suburban, likely to fnd
cooking inspiration from TV or online , attend farmers
markets, ready to purchase new equipment to improve
cooking (iPad Ownership, Foodie Culture & Survey Results
- Appendix g-i)
6
I
V
.

s
t
r
a
t
e
g
y
Techie Chef Profles
Bryan Powers
Nancy Peterson
Emily Saunders
Bryan Powers is a 30 year old gay male
who lives in downtown Minneapolis,
Minnesota. He considers himself tech-
savvy Apple lover as he owns an iPad,
iPhone and a MacBook Pro. A self-
proclaimed health junkie, Bryan enjoys
cooking elaborate organic food and uses
technology to fnd new recipes. He also
enjoys traveling the world and considers
his iPad and iPhone as a daily accessory.
Nancy Peterson just dropped the last of
her three children off at college. She is 50
years old and with her daily life being less
hectic, she is looking for a hobby to focus
her attention on. She has always been
interested in food and healthy living so she
has signed up for twice-weekly cooking
classes. Nancy hopes these classes will
strengthen her cooking skills and will open
her eyes to new recipes. Since she just
received an iPad for her birthday, she fnds
herself searching the web on it several
times a day. Additionally, she wants to be
more innovative and plans to use her iPad
to fnd more creative recipes. Finally, with
more time on their hands, Nancy and her
husband plan to travel more often.
Emily Sanders is a 31 year old, married,
mother of three. As a previous nutritionist,
she is very interested in cooking her own
healthy foods to encourage her kids to
eat healthy throughout their lives. Emily
does own an iPad and says that she uses
it to browse for new and fun recipes for
her family. Having three children makes
her life hectic, and she admits that, at
times, she uses her iPad to provide
entertainment for her children whether it
is during a long car ride, at the grocery
store, or running errands.
7
V
.

e
x
e
c
u
t
i
o
n
PR in Techie Cities
Live Demonstrations
Media
Online
The four month campaign spanning June-Au-
gust 2012 we will create meaningful impres-
sions with techie chefs to raise awareness with
the following tactics:
Using our research, we will select urban areas with the most iPad
ownership as target geographic locations. Press releases will be sent
to local News Stations to communicate the Chef Sleeve idea with
these innovative regions (Press Release News Stations - appendix l).
Live demonstrations at Minneapolis Farmers Markets, Gay Pride
Festival and the Minnesota State Fair will allow visitors to experience
the Chef Sleeve and its capabilities. At each of these events our
target demographic will interact with the Chef Sleeve, participate
in fun activities, receive samples and even purchase the product.
These local live demonstrations will also supply us with results to
inform future demonstrations in other cities.
Because techie chefs are likely to be infuenced by professional
chefs and cooking shows (Foodie Culture - Appendix h), we will
pitch segments to daytime talk-shows and cooking entertainment
channels. Creative and entertaining segments will transcend
traditional press by engaging audiences.
Techie chefs are fnding cooking inspiration online (Foodie Culture
- Appendix h). We will advertise for the Chef Sleeve using SEO
advertising to reach this market and utilize our ad spending with
pay-per-click rates.
8
V
.

e
x
e
c
u
t
i
o
n
PR in Techie Cities
To strategically reach iPad owners geographically, we will utilize re-
search by Chitka Insights that tracked consumer activation of 3rd
generation iPads on their launch date. This insight not only tells us
which states have many iPad owners, but also which states have
enthusiastic techies who want to be the frst to own the new Apple
product. Using these insights we will expand Chef Sleeves media
coverage nationwide to smaller, local stations in the techie-rich cit-
ies.
When?
The pitch will be sent to the following list of news stations June 15th
(Press Release New Stations - Appendix l).
What will we do?
Using Chef Sleeves Media Library (Appendix b-d), we will send
news stations information about the innovative new product along
with a traditional press release. The story will emphasize Chef
Sleeves online presence to direct traffc to chefsleeve.com and in-
form viewers of where to purchase. News stations can post the story
online as well and link it to the Chef Sleeve website.
Measures of success
Our primary goal is to gain media impressions in these techie-rich
cities. The success of this tactic will contribute to increased media
impressions, google searches and unique web site visits. Media
impressions will be measured by each individual shows ratings and
will contribute to google searches and unique web visits surround-
ing the air date. The online stories will also allow us to track which
stations drove the most traffc to our site.
9
V
.

e
x
e
c
u
t
i
o
n
Live Demonstration
Minneapolis Farmers Market Annex
The Farmers Market Annex is a Twin Cities-based farmers market
which, in addition to selling locally-grown produce, provides start-
up businesses a successful retail launching pad and encourages
entrepreneurialism. It is located in a prime location on East
Lyndale Avenue, near the new Target Field. According to our
research, our target frequently attends Farmers markets (Foodie
Culture & Tablet Owner Survey - Appendix h-i)
When?
The market takes place every Saturday and Sunday from April
28th to Oct 28th, from 6:30am to 1:30pm. We have chosen the
weekend of July 14th and 15th for our in-person demonstration.
What will we do there?
Demonstrating Chef Sleeve at the farmers market gives techie
chefs the opportunity to experience the product and witness how
it will make their kitchens smarter. We will use local products sold
in the markets to demonstrate the protective qualities of the Chef
Sleeve. Additionally, the family-friendly atmosphere of the farmers
market will allow us to emphasize the fact that the Chef Sleeve
is also great for parents who have young children who play with
their tablets. The local, organic atmosphere of the farmers market
is in line with the interests of our techie chef target market.
Measures of success
# of unique visitors to booth
# of sales during/in the days following the State Fair
Cost
$260 (this includes the $110 per weekend rental fee, as well as
the $150 one-time application fee)
10
V
.

e
x
e
c
u
t
i
o
n
Live Demonstration
Minneapolis Gay Pride Festival
Twin Cities Pride Festival is an annual event that occurs in late
June and has a mission to Create experiences that bring the
greater gay, lesbian, bisexual and transgender community to-
gether... During the weekend-long festival, more than 400,000
people fll Minneapolis Loring Park. Vendors set up booths in
the park, allowing for festival attendees to sample products and
watch product demonstrations.
When?
The Twin Cities Pride Festival will take place Saturday and Sun-
day, June 23rd and 24th, 2012. The operating hours are 10am-
10pm on Saturday and 10am-6pm on Sunday.
What will we do there?
Chef Sleeve will rent a booth in Loring Park for the entire dura-
tion of the pride festival, which will allow us to reach the Urban
GLBT market segment. We will demonstrate the product in a fun
way, describing it as a condom for the iPad. In accordance with
Prides ubiquitous safe sex message, we will demonstrate safe
iPad use, which includes covering it with a Chef Sleeve. Accord-
ing to Marketing Vox, Apple rated as one of the top 5 gay-friendly
brand and this community is loyal to the iPad brand. By being
present at the pride festival, Chef Sleeve will build brand loyalty
among this market segment, and expose its product to a large
audience, which has a tendency to use Apple products. To gage
awareness, we will ask each visitor if theyve ever heard of Chef
Sleeve.
Measures of success
# unique visitors to booth
# sales occurring during/in the days
following the festival
Cost
$675 (two-day booth rental ($450),
application fee ($50), and 10x10
tent rental, set up and take down from
Apres Party & Tent Rental ($175))
11
V
.

e
x
e
c
u
t
i
o
n
Minnesota State Fair
The Minnesota State Fair is the second largest in the United
States, and has the highest daily attendance of any fair in the
country. In 2011, 1,769,872 people attended the fair. Vendors set
up booths where they can showcase and sell their products. The
fairs mission is to educate and involve our guests by providing
a world-class showcase that is innovative, entertaining and fun.
Renting a booth at the state fair gives Chef Sleeve the potential to
build brand awareness and reach more than a million consumers
during the 12 days of the fair. This includes all three market seg-
ments within our techie chef target market.
When?
The 2012 Minnesota State Fair will take place over the course of
12 days from August 23rd through September 3rd.
What will we do there?
Chef Sleeve will rent a booth in the Home Improvement build-
ing in order to showcase how the product will make the kitchen
smart, simple and fun. The set-up will allow for product demon-
strations as well as a chance for consumers to buy the product.
We will engage fair attendees by giving them a chance to see
the Chef Sleeve in action by spilling some fair food favorites on
iPads, and then revealing how the device is unharmed thanks to
Chef Sleeve.
Measures of success
# of unique visitors to booth
# of sales during/in the days following the State Fair
Cost
In order to sell on-site, a vendor pays $105 per front foot, for the
entire duration of the state fair. A standard 10 foot booth costs
$1,050 for twelve days. Some of this cost will be recuperated
through on-site sales.
12
V
.

e
x
e
c
u
t
i
o
n
Media
The Ellen Degeneres Show
Popular among each each of our target profles, The Ellen
Degeneres Show runs daily at 3 pm central on NBC. The Emmy
award-winning show combines comedy, celebrity and musical
guests and human-interest stories. The program often features
wacky audience participation games with prizes. Ellen provides an
excellent opportunity to engage her audience with the Chef Sleeve
brand and raise awareness of its protective qualities. The shows
personality syncs with that of Chef Sleeve, as fun, simple, smart and
irreverent.
What will we do?
iPad Balloon Toss Game - We will pitch a Chef Sleeve sponsored
game which emphasizes the protective qualities of Chef Sleeve in
a fun, engaging way. The game features 4 audience participants
using a Chef Sleeve covered iPad to perform a new twist on
the classic summer BBQ game, the egg toss. The contestant to
catch the most unshattered eggs with win an iPad. The remaining
contestants and audience members will take home Chef Sleeve
samples. Demonstrating the Chef Sleeves protective quality in such
a fun and unique game will encourage viewers to learn more. The
experience can gain online impressions as video of the segment will
be posted to YouTube and ellen.warnerbros.com which will direct
traffc to chefsleeve.com. Chef Sleeve will be added to the As seen
on Ellen page to drive traffc to chefsleeve.com as well. The pitch
will include a game description (iPad Egg Toss - Appendix m) and
elements from Chef Sleeves media library (Appendix b-d).
When?
This game will be featured once as an audience engagement
segment within The Ellen Degeneres Show. Our pitch will be
submitted at the end of May 2012 to run on-air in June and relate to
the summer seasons barbecue trends.
Cost
$424 (399 on iPad prize, approx $25 on game supplies, cost of 150
sample giveaways)
Measures of success
# of in-person impressions (audience members receiving samples)
# of show viewers
# of online video viewers
# of website visits linked from the As seen on Ellen page
# of google searches following the show (same day)
13
V
.

e
x
e
c
u
t
i
o
n
The Chew
The Chew airs on ABCs weekday line-up as a cooking and talk
show. The show features 5 hosts, Iron Chef Americas Mario Batali
and Michael Symon, Top Chefs Carla Hall, What Not to Wears
Clinton Kelly, and Dr. Ozs Daughter, Daphne Oz. The shows tagline
is Food. Life. Fun. Segments are centered around cooking, health
and entertaining. The show features content that appeals to our
foodie segment and the empty-nester and mom target profles. The
show provides an opportunity for Chef Sleeve product placement
because it covers ways to make cooking easier, better and more fun.
According to our research, 47% of Enthusiastic Chefs buy products
seen on a cooking show (Foodie Culture - Appendix h).
What will we do?
We will pitch a Chef Sleeve sponsored cooking competition, where
two of the shows hosts face off to create the messiest meal by the
end of the show. Using the Chef Sleeve covered iPad they can
browse the internet for recipes on The Chews website. This factor
provides an additional beneft for the show as it will drive traffc to
their website. Audience members and viewers will actually see the
Chef Sleeve in use and the effortless protection it provides. The
contest will include a brief description of the Chef Sleeve and where
to buy. Chef Sleeve will also be featured on The Chews website
to drive online traffc to chefsleeve.com. The pitch will include a
contest description (The Chew - Appendix n) and elements from
Chef Sleeves media library (Appendix b-d).
When?
We will pitch the segment to The Chew in mid July 2012. The game
will throughout an entire episode of The Chew in late July or August.
Cost
$60 (cooking supplies)
Measures of success
# of in-person impressions (audience members)
# of show viewers
# of website visits linked from The Chews website
# of google searches following the show (same day)
14
V
.

e
x
e
c
u
t
i
o
n
Online
Two areas that Chef Sleeve should utilize is Google Pay-Per-Click
Advertisements and Facebook Ads based on their low marketing
budget. This will allow them only to pay each time their advertise-
ment is used giving them instant measurable results instead of pay-
ing for an advertisement that might not be looked at.
Based on Googles Keyword Tool the terms cooking and reci-
pes have fairly low competition on bids which allows Chef Sleeve
to utilize and bid on both these keyword searches and still be able
to maintain a low budget. For the keyword cooking, there are
30,400,000 global monthly searches and 9,140,000 local monthly
searches. For the keyword, recipes, there are 101,000,000 global
monthly searches and 55,600,000 local monthly searches. Other
keyword searches with a low AdWord competition are recipe, all
recipes, and food recipes.
If we used estimated costs based on Chef Sleeves low advertis-
ing budget and using a $1.00 maximum cost-per-click (CPC) and
a budget of $5.00/day for the keyword searches cooking and
recipes, the results would be $0.18 as an estimated daily cost for
cooking and $4.82 for recipes. This is based on an estimated ad
position of 1.29 and 1.26 for cooking and recipes respectively
and estimated daily clicks of 0.18 and 4.82 for cooking and reci-
pes respectively. Overall for both keyword searches, the summary
per day would be $0.90-$1.10 as an average estimated CPC, 4.5-
5.5 for total estimated clicks per day and a total estimated cost per
day of $4.50-$5.50.
Chef Sleeve would run these ads around the launch date of the
product being sold in Best Buy retail stores. The Google AdWords
campaign would start at the beginning of June and last all summer
long when most of the other campaign strategies are being put to
use. The total daily cost of the campaign running from June 1, 2012
to August 31, 2012 would be $410. The total average estimated
CPC would be $92 with a total estimated clicks-per-day average to
451 clicks. The overall total for the total daily cost added to the total
average estimated CPC would be $502 for a Google Ad Campaign.
15
V
.

e
x
e
c
u
t
i
o
n
In a Google Insights Search of the United States and the keyword
search cooking, the biggest spike was during the winter holiday
seasons -- Thanksgiving and Christmas -- with and steadily goes
down after. The biggest regional interest was in Vermont, Maine, New
Hampshire, Oregon and Alaska. The top search terms in the Food
and Drink category were recipes, cooking recipes, cooking
light, cooking chicken, and cooking channel with rising search-
es in philadelphia cooking creme, pork cooking temp, chicken
cooking temp, turkey cooking temp, cooking papa and cook-
ing games.
For the keyword search recipes, the biggest spike was during the
winter holiday seasons with decline until the beginning of April right
around Easter. The most regional interest for this search term was in
Montana, Wyoming, South Dakota, Idaho and North Dakota. The top
search terms based on the keyword recipes were chicken reci-
pes, easy recipes, food recipes, all recipes and healthy reci-
pes with rising searches in the chew, the chew recipes, juicing
recipes, vitamix recipes and easter recipes.
There are many different options for a Google AdWord Campaign,
but the best options Chef Sleeve could use is an Image Ad cam-
paign or a Video Ad campaign on YouTube which would allow dem-
onstration of the product which is a key feature in order for the con-
sumer to understand what the benefts of using Chef Sleeve.
When looking at Facebook for the top fve search results for the
term cooking the following were retrieved: the interest cooking,
an app called Cooking Mama Friends Cafe, the entertainment
cooking games, news and media for the term cooking, and the
game Cooking Mama. Currently on Facebook, the interest cook-
ing has 12,561,575 people who like it and 206, 819 people who
are talking about cooking. The app Cooking Mama Friends Cafe
has 768,448 likes, the cooking games term has 167,464 likes and
6,954 people talking about this, news and media for cooking has
63,120 likes and 1,349 people talking about it and the game Cook-
ing Mama has 1,456,038 likes and 13,252 people talking about it.
16
V
.

e
x
e
c
u
t
i
o
n
Online contd.
The best route for Chef Sleeve to go when creating a Facebook
Ad campaign is cost-per-click (CPC). Chef Sleeves goal is to
get clicks that will take viewers to their Facebook Page. The cur-
rent minimum cost for a CPC bid is $0.01 although this bid will
not be high enough in some cases based on keyword searches.
To create an ad for Chef Sleeve based on our target market our
estimated reach would be 31,291,780 people who live in the
United States and Canada inclusively between the ages of 25
and 60, college educated and have an interest in cooking, food
and dining and beer/wine/spirits. Along with that we narrowed
other targeting areas with parents with a child from 0-3 years old
and 4-12 years old and are iPad/iPhone users, interested in their
health and wellbeing and luxury goods. Based on our targeting
options, Facebook suggests a bid of $0.86 per click based on
a $5.00 per day budget. The total daily cost for a Facebook Ad
campaign from June 1 to August 31 would be $410. Overall
for a Google AdWords campaign ($502) and a Facebook Ad
campaign ($410) would be $912 from June 1 to August 31. This
budget doesnt include cost-per-clicks since that number would
be unmeasurable right now.
The Google and Facebook advertisements will target Young
Family Mothers who are looking for cooking recipes online us-
ing both of these search engines. Also, Young Family Mothers
will have young children either on their iPad or Facebook ac-
count playing cooking games such as Cooking Mama that
were mentioned in the top fve search results. However, these
ads are not discriminatory against our other two target profles
who could certainly be searching for the same things.
Measures of Success
# of Facebook Page views/month
# of Chef Sleeve website views/month
% of people who click on the Facebook Ad and like Chef Sleeves
Page becoming a subscriber vs.% of those who just click on
the Facebook Ad and view the Facebook Page.
% of people who click on the Google Ad and buy a Chef Sleeve
on their website vs. the % of those who just click on the Google
Ad and view Chef Sleeves website
(SEO ad example - Appendix o)
17
V
.

e
x
e
c
u
t
i
o
n
Campaign Schedule
18
V
.

e
x
e
c
u
t
i
o
n
Budget Summary
Calendar contd.
techie city PR: $0
live demonstrations: $2,040*
media: $484
online: $912
total: $3,436
*sales during live demonstrations can directly off-set these costs
19
V
I
.

e
v
a
l
u
a
t
i
o
n
Evaluation
The following strategies achieve our objectives through
the use of meaningful impressions. As opposed to more
traditional advertising, our communications make the
most of every ad dollar spent by strategically gain aware-
ness by engaging the right consumers. Heres how we
will measure our results:
Primary Goal #1: Increase media impressions
Using Nielsen ratings, we will analyze the amount of
impressions made during each appearanc of the Chef
Sleeve.
Primary Goal #2: Achieve unique in-person visits
At each live demonstration location, staff will ask Have
you heard of us before? to every visitor. Responses will
be counted and tallied to tell us how many new people
we are reaching.
Primary Goal #3: Increase Google searches
Using Google Analytics, we can see just how much Chef
Sleeve has been searched. This tells us how much inter-
est our efforts have garnered.
Primary Goal #2: Increase unique site visits
By tracking unique site visits, when they occurred and
their origin, we can evaluate which strategies drive the
most online traffc.
Secondary Goal #1: Increase sales
This measurement tells us exactly how our primary goals
translate into sales. In-person demonstrations can stimu-
late sales, as the visitors have an opportunity to purchase
the product on site. Increased site traffc and google
searches driven by our campaign will provide consumers
with the information necessary to purchase Chef Sleeve.
20
V
I
I
.

s
o
u
r
c
e
s
Sources
"2011 Trends: Recipe Websites, Apps, & Publishing." Food and
Tech Connect. 28 Dec. 2011. Web. 12 Apr. 2012. <http://www.
foodandtechconnect.com/site/2011/12/28/trend-report-2011-
recipe-websites-apps-publishing/>.
Advertise Your Business on Google. Google Ads. Google, 2012. Web.
28 Apr. 2012. <http://www.google.com/ads/adwords2/>.
Alfano, Sean. "How And Where America Eats." CBSNews. CBS
Interactive, 11 Feb. 2009. Web. 23 Apr. 2012. <http://www.cbsnews.
com/2100-500160_162-1060315.html>.
Appendix - Market Overview. Mobile Phone Apps - UK - June 2011.
Mintel. Web. 5 Apr. 2012.<http://academic.mintel.com.ezp1.lib.umn.
edu/sinatra/oxygen_academic/search_resul
s/show&/display/id=545169/displaytables/id=545169/display/
id=5831373?select_section83097>.
"Apple - The New iPad." Apple. Web. 5 Apr. 2012. <http://www.apple.
com/ipad/from-the-app-store/>.
"Aquapac Store." Aquapac. Web. 23 Apr. 2012. <http://store.aquapac.
net/>.
Be a Part of the Show. EllenTV.com. WAD Productions, Inc.,
2012. Web. 20 Apr. 2012. <http://ellen.warnerbros.com/show/
respond/?PlugID=655>.
Chef Sleeve. Established Tomorrow LLC, 2011. Web. 20 Apr. 2012.
<http://www.chefsleeve.com/>.
"Cleverwraps - Protect Your Device from Nature's Elements."
Cleverwraps. Web. 23 Apr. 2012. <http://www.cleverwraps.com/>.
CONCESSIONS AND EXHIBITS. Minnesota State Fair. Minnesota State
Fair, 2012. Web. 11 Apr. 2012. <http://www.mnstatefair.org/general_
info/concession.html>.
Cooking Enthusiasts - US - October 2011. Rep. Mintel Oxygen, Oct.
2011. Web. 27 Apr. 2012. <http://academic.mintel.com/sinatra/
oxygen_academic/search_results/show>.
"Epicurious' iPhone App." The Epi Log. Epicurious, 30 Apr. 2009. Web.
1 Apr. 2012. <http://www.epicurious.com/articlesguides/blogs/
editor/2009/04/epicuriouss-iph.html>.
Executive Summary. Tablets and EReaders - US - April 2011. Mintel.
Web. 7 Apr. 2012. <http://academic.mintel.com.ezp2.lib.umn.edu/
sinatra/oxygen_academic/search_results/sh
w&/display/id=543380/display/id=574014#hit1>.
Facebook Ads. Facebook. Facebook, 2012. Web. 9 Apr. 2012.
<http://www.facebook.com/advertising/>.
Farmers Market Annex of Minneapolis Vendor Information. Farmers
Market Annex of Minneapolis. Farmers Market Annex, 2011.
Web. 7 Apr. 2012. <http://www.farmersmarketannex.com/
VendorInformation.html>.
Kessler, Sarah. "Shipping Receipts Hint at New IPad Sales Trends."
Mashable Tech. Mashable, Inc., 29 Mar. 2012. Web. 23 Apr. 2012.
<http://mashable.com/2012/03/29/ipad-sales-shipping-data/>.
21
V
I
I
.

s
o
u
r
c
e
s
Sources contd.
Marketing to Affuent Consumers. Rep. Mintel Oxygen, July 2010.
Web. 25 Apr. 2012. <http://academic.mintel.com/sinatra/oxygen_
academic/search_results/show>.
Most Gay-Friendly Brands: Bravo, Apple, Showtime, HBO, Absolut,
Levis. MarketingVOX. Watershed Publishing, 14 May 2008. Web.
20 Apr. 2012. <http://www.marketingvox.com/most-gay-friendly-
brands-bravo-apple-showtime-hbo-absolut-levis-038560/>.
Rainie, Lee. Tablet and E-book Reader Ownership Nearly Double
Over the Holiday Gift-Giving Period. Pew Internet Libraries. Pew
Research Center, 23 Jan. 2012. Web. 23 Apr. 2012. <http://libraries.
pewinternet.org/2012/01/23/tablet-and-e-book-reader-ownership-
nearly-double-over-the-holiday-gift-giving-period/>.
Seidel, Natalie. Cooking & Tablets Survey Results. Qualtrics.com.
Qualtrics, 10 Mar. 2012. Web. 12 Apr. 2012. <https://new.qualtrics.
com/ControlPanel/?ClientAction=ViewResults&Section=SV_eYdASm
gjnysHS2U&SubSection=&SubSubSection=&PageActionOptions=&
TransactionID=1&Repeatable=0&T=2pXY12>.
Sengupta, Somini. Half of America Is Using Social Networks. Bits
Blog. 26 Aug. 2011. Web. 23 Apr. 2012. <http://bits.blogs.nytimes.
com/2011/08/26/half-of-america-is-using-social-networks/>.
Sterling, Greg. ComScore: The IPad Owns 97 Percent of US Tablet
Traffc. Search Engine Land. 23 June 2011. Web. 23 Apr. 2012.
<http://searchengineland.com/comscore-the-ipad-owns-97-percent-
of-us-tablet-traffc-8285>.
Tablets - US - April 2012. Rep. Mintel Oxygen, Apr. 2012. Web. 1 Apr.
2012. <http://academic.mintel.com/sinatra/oxygen_academic/
search_results/show>.
Tablets and EReaders - US - April 2011. Mintel. Web. 3 Apr. 2012.
<http://academic.mintel.com.ezp1.lib.umn.edu/sinatra/oxygen_
academic/search_results/show&/display/id=543380/display/
id=574030?select_section=574017>.
The Chew. ABC.com. ABC, 2012. Web. 19 Apr. 2012. <http://beta.abc.
go.com/shows/the-chew>.
Top Charts - iPad - United States - Lifestyle. App Annie. Web. 1 Apr.
2012. <http://www.appannie.com/top/ipad/united-states/lifestyle/>.
Twin Cities Pride - Festival Registration. Pride Twin Citites. The Active
Network, Inc., 2022. Web. 3 Apr. 2012. <http://www.regonline.com/
builder/site/Default.aspx?EventID=1055769>.
Wauters, R. (2011, June 28). IDC Predicts 183 Billion Mobile App
Downloads By 2015, Rise Of In-App Purchasing. Tech Crunch.
Retrieved April 18, 2012, from <http://techcrunch.com/2011/06/28/
idc-predicts-183-billion-mobile-app-downloads-by-205rise-of-in-
app-purchasing/>.
Whats Cooking Trends in Food. Rep. JWT Intelligence, Feb. 2012.
Web. 16 Mar. 2012. <http://www.jwtintelligence.com/wp-content/
uploads/2012/02/JWT_Whats-Cooking-Trends-in-Food_02.2012.
pdf>.
22
V
I
I
I
.

a
p
p
e
n
d
i
x
a. Company Background
Chef Sleeve, a product of Established Tomorrow of
Minneapolis is an easy to use sleeve, custom ft for the
iPad that protects from moisture, grease and even the
dirtiest of hands. Ultra-clear and touch sensitive material
allow for perfect scrolling; you will not even notice it is there.
Safe around food, FDA approved and 100% recyclable.
Besides cooking, the Chef Sleeve can be used in multiple
settings for multiple uses -- at the beach, for little hands
and in the hospital. The products packaging is recyclable
and doubles as an iPad stand. Chef Sleeve was created
by Santiago Merea in April 2011 when he got tired of
continuously washing his hands while following a recipe
on his iPad. He tested different plastics until he found one
he was confdent could protect the iPad while still allowing
easy screen interaction.
Chef Sleeve was launched in April 2011, and to this day
does not have a marketing budget, relying solely on public
relations and word-of-mouth initiatives as their engines of
growth. Starting out, Marea and his team began to gain
Chef Sleeve awareness by reaching out to food bloggers
who reviewed the product on their sites. This ended up
attracting attention for the product by creating an interest
from top publications such as the New York Times, Oprah
Magazine, Gizmodo and a segment on the Today Show.
Currently, the company has little to no prominent social
media presence, admitting that Chef Sleeve isnt really
sure how to approach this outlet.
Merea and his team consider the company to be in an
interesting point in their story as they are currently
repositioning the Chef Sleeve as a kitchen accessory with
exploring other areas of brand development in order to
make your kitchen smarter.
23
V
I
I
I
.

a
p
p
e
n
d
i
x
b. Info Sheet
24
V
I
I
I
.

a
p
p
e
n
d
i
x
c. Ingredients
25
V
I
I
I
.

a
p
p
e
n
d
i
x
d. Media Coverage
26
V
I
I
I
.

a
p
p
e
n
d
i
x
e. Competitive Analysis
Chef Sleeve Frog Skin Cleverwraps Aquapac
Description
Custom-fit
iPad sleeve
with
resealable
strip,
packaging
doubles as
iPad stand
Stretchy
polyurethan
e film that
conforms to
iPads
shape and
is closed
with a stay-
clean seal
iPad fitted
bag with a
zip-locking
and sticky
strip
Rubberized
case with a
plastic clip
to
hermetically
seal device
from
hazards,
comes with
or without
pockets
and a strap
Touch-
sensitive

Reusable
Recyclable
Disposable
FDA
approved for
food use

Perfect fit
Bulky case
Ultra-clear
Design on
back
Clear
screen
area,
colored
case
100%
Waterproof
Not
submersible

Withstands
quick
submersion

Available
sizes
iPad
iPhone*
Kindle *
All iDevices Tablets
mobile
phones
eReaders
Tablets
mobile
phones
iPods
Cameras
eReaders
Available at
Small
specialty
stores & Best
Buy*
Online via
BestBuy,
Online via
Barnes and
Noble &
small
electronic
retailers
Online via
cleverwraps.
com,
Amazon,
BestBuy &
small
retailers
Online via
aquapac.ne
t, Amazon &
outdoor/acti
ve retailers
iPad price
25 @ $20
5 @ $5*
2 @ $19.99 3 @ $14.99 Approx.
$45

27
V
I
I
I
.

a
p
p
e
n
d
i
x
Competitive Advantages
1. FDA approved for food use - this attribute of Chef Sleeve estab-
lishes it as the only iPad cover specifcally designed for kitchen use
2. Price - The price of an individual Chef Sleeve is the lowest
3. Branding & Design - The Chef Sleeve has the strongest modern
branding design
Competitive Weaknesses
1. Not submersible in water
2. Packaging amount - With a new product, consumers are less like-
ly to purchase 25. Competitors sell smaller packs and might steal
frst-time users from Chef Sleeve.
3. Lack of variety - Currently, Chef Sleeve only has an iPad sleeve,
whereas competitiors sell covers for multiple devices
Chef Sleeve
The smart, simple, fun way to
make your kitchen smarter.
Frog Skin
The water-resistant, dirt-
proof protective iDevice skin.
Cleverwraps
Clear disposable protective
sleeves for your digital de-
vices.
Aquapac
Immerse yourself.
28
V
I
I
I
.

a
p
p
e
n
d
i
x
g. iPad Ownership
Estimates for U.S. sales in 2011 present a market that more than doubled in size, from
$6.7 billion in 2010 to $13.9 billion (in manufacturer sales). Shipments are expected
to have increased even further, rising more than twice from 10 million units in 2010 to
35 million units in 2011.
Sales growth is expecting to slow in 2012, but still a 19% increase to $16.5 billion is
forecast, along with a unit shipment increase of 31% to 35 million units. Forecasts,
however, may have underestimated the strength of the launch of the third-generation
iPad, sales fgures for which have yet to be provided.
Its diffcult to overestimate future sales when it comes to tablets. The product burst
through its early adoption phase in less than two years, and is now in the early majority
stage of its lifecycle:
iPad sales in its frst quarter on the market surpassed the number of new DVD players
sold in that technologys frst fve years on the market, including all brands sold.
Penetration rates for tablets were projected by eMarketer to hit 11% at the end of
2011; Mintels survey data as of January 2012 suggest that penetration was more in
line with a 15-16% estimate of all U.S. adults at the end of 2011.
Penetration will almost undoubtedly stand above 20% by the end of 2012, a penetra-
tion level that as recently as a few months ago some analysts saw as likely only by
2014.
As such, the following sales fgures, based on surveys and sales data as of October
2011, may prove to be substantially too low, in spite of an estimate of sales more than
doubling by both volume and value in 2012. Source: Mintel Tablets - US - April 2012
0
5
10
15
20
25
30
35
40
2009 2010 2011 (est.) 2012 (fore.)
U.S. tablet manufacturer shipments, by unit and dollar
sales, at current prices, 2009-12
Sales $billions Unit millions
Source: Mintel Tablets - US - April 2012
% share of global tablet sales, by unit
Tablet sales are expected to increase to 326
million by 2015 with Apple largely dominating
the market, according to research frm Gartner.
By then tablets could rival sales of desktop
computers, which Gartner expects to total 368
million units this year.
The enduring popularity of Apple products, and
stock, have provided Chief Executive Tim Cook,
who took over after the death of Steve Jobs last
year, with a good start. The stock has jumped 45
percent this year to a market value of about $550
billion.
Source: Reuters.com - Ethat Bilby & Nicola Leske
57%
14%
8%
21%
4Q 2011 global tablet sales, by
market share
iPad Kindle Fire Samsung Other
29
V
I
I
I
.

a
p
p
e
n
d
i
x
15%
26%
18%
19%
12%
10%
Tablet ownership, by age,
February 2012
18-24 35-24 35-44 45-54 55-64 65+
8%
8%
16%
20%
20%
28%
Tablet ownership, by household
income, January 2012
<$25k $25k-49.9k $50k-74.9k
$75k-99.9k $100k-149.9k $150k+
Source: Mintel Tablets - US - April 2012
Base: 460 internet users aged 18+
Which of the following do you own answered: tablet
70%
50%
39%
28%
31%
34%
56%
14%
18%
31%
20%
7%
9%
S
u
r
f

t
h
e

w
e
b

R
e
a
d

b
o
o
k
s

L
i
s
t
e
n

t
o

m
u
s
i
c

W
a
t
c
h

m
o
v
i
e
s

W
a
t
c
h

T
V

c
l
i
p
s
,

R
e
a
d

n
e
w
s
p
a
p
e
r
s

T
e
x
t
,

I
M
,

o
r

e
m
a
i
l

V
i
d
e
o

c
a
l
l
s

F
o
r

p
r
o
d
u
c
L
v
i
t
y

M
o
b
i
l
e

s
h
o
p
p
i
n
g

T
o

e
d
u
c
a
t
e

o
r

H
o
m
e

a
u
t
o
m
a
L
o
n

O
t
h
e
r

Top tablet ac+vi+es
% of tablet users
Source: Mintel Tablets - US - April 2012
Base: 412 internet users aged 18+ who own a tablet
Which fve activities do you use your tablet for most?
Research frm NPD reports that in 2009, 36% of Apple computer owners had household
incomes more than $100k, compared to just 21% of all respondents. The following Apple
values speak strongly to an affuent target:
innovation - Apple invents innovative product people didnt realize they need. Their brand
position establishes them as a smart tech pioneer.
intelligence - Apple products are often described as working better, with a seamless
experience that simplifes common tasks.
creativity - Apple humanizes technology with an emphasis on fun and imagination.
green - Apple enhances its modern and progressive identity with efforts to reduce its
environmental footprint.
Source: Mintel: Marketing to Affuent Consumers - US - July 2010
47%
47%
3%
3%
Compared to this .me last year,
would you say you are cooking at
home same money?
more about the same less I don't do this
28
V
I
I
I
.

a
p
p
e
n
d
i
x
h. Foodie culture
Yesterdays gourmand has multiplied into factions of foodies all with various
passions centered around cooking, dining out and eating, eating, eating. A foodie
backlash may be under way, but food remains more photographed, analyzed,
critiqued and gennerally obsessed over than its ever been.
The tech-savvy foodie is far more connected to like-minded eaters than the food
afcionado of old. While the explosion in social media sharing came after the rise
of foodie culture, today its a key driver: Half the satisfaction is in photographing
fabulous dishes and posting to Facebook or networks like Foodspotting, in turn
stirring FOMO (fear of missing out) and copycat behavior.
Source: JWT Intelligence
Whats Cooking? Trends in Food - Foodie Culture
28
30
32
34
2005 2006 2007 2008 2009 2010
Time spent in food prepara/on
and cleanup per day
Average minutes spent
0
2000
4000
6000
8000
2000 2002 2004 2006 2008 2010 2011
Farmers' Markets in the US,
2000-2011
# of farmers markets
Source: Mintel Oxygen Academic
Cooking Enthusiasts - US - October 2011
Time Utilization from Bureau
of Labor Statistics American
Time Use Survey shows a
10% increase in
time spent in meal
prep and cleanup
among people aged 15 and
older.
Nearly half of respondents
to Mintels consumer survey who cook at least
occasionally say they are cooking
home to save money more
often than a year ago.
In addition to saving money,
people are cooking at
home to adopt healthy meal
prepartion as a positive and
healthy lifestyle choice. The
rapid rise in farmers markets
is an indicator of this attitude
as it attracts food enthusiasts
with a variety of fresh, locally
grown, healthy and organic
produce.
29
V
I
I
I
.

a
p
p
e
n
d
i
x
0%
10%
20%
30%
40%
50%
60%
70%
C
o
o
k
b
o
o
k
s

O
n
l
i
n
e

F
a
m
i
l
y

m
e
m
b
e
r
s

C
o
o
k
i
n
g

s
h
o
w
s

o
n

T
V

E
x
p
e
r
i
m
e
n
t
a
C
o
n

C
o
o
k
i
n
g

m
a
g
a
z
i
n
e
s

F
r
i
e
n
d
s

R
e
s
t
a
u
r
a
n
t
s

O
t
h
e
r

c
u
l
t
u
r
e
s

How Enthusias-c Chefs learn about
new cuisines and cooking techniques
% of EnthusiasCc Chefs
22%
30%
16%
24%
8%
Enthusias)c Chefs, by household income
<$25k $25k-49.9k $50k-74.9k
$100k-149.9k $150k+
20%
46%
34%
Enthusias)c Chefs, by educa)on
H.S. or less Some college College+
28%
24%
34%
14%
Enthusias)c Chefs, by genera)on
Millenials Genera1on X Baby Boomers Swing Genera1on/WWII
Of cooking enthusiasts...
28% are shopping at farmers markets more often
33% are reading about food on the internet more often
22% are watching cooking shows more often
40% regularly read a cooking or food-related blog
69% buy utensils, cookware and other kitchen
items if needed for a new recipe or cooking technique
47% buy products seen on TV cooking shows
In their October 2011 report, Cooking Enthusiasts - US, Mintel categorized
2,000 survey respondents into four distinct segments based on how frequently
they cook from scratch, their attitudes toward cooking, and their self-reported
cooking skill level. The segments included Non Cookers (25%), Basic Cooks
(23%), Enthusiastic Chefs (44%), and Conficted Cooks (9%).
This report will focus on Enthusiastic Chefs. This segment likes or loves cooking
and engages in cooking at least occasionally. Their skill level is either intermedi-
ate or advanced/very advanced. Enthusiastic Chefs are the target audience for
ingredients, recipes and cooking-related supplies.
Source: Mintel Oxygen Academic
Cooking Enthusiasts - US - October 2011
30
V
I
I
I
.

a
p
p
e
n
d
i
x
i. Tablet Owner Survey
0%
20%
40%
60%
80%
family friends cooking
websites
pinterest cookbooks
How they nd recipes

% of iPad owners
30%
10%
40%
15%
5%
How o%en they a,end
farmers' markets each year
never 1 ,me 2-3 ,mes 4-5 ,mes 6+ ,mes
20 survey respondents - 50% male, 50% female; 50% 18-25, 15% 26-32, 10% 33-40, 5% 41-
48, 20% 49+; 32% <$49k, 21% $50k-99.9k, 5% $100k-149.9k, 5% $150k-199.9k, 5% $200k-
249.9k, 16% $250k+, 16% n/a; 60% single, 40% married; 85% no children under 18, 5% 1
child under 18, 10% 2 children under 18
We conducted an online survey of tablet users using Qualtrics.
100% own iPads 90% own a smartphone (50% are iPhones)
taste, ease, time, nutrition & cost
are most important to them when preparing and selecting food
Their most used tablet apps are
fun, social, entertaining & simplify their life
60% use their tablet to fnd recipes
50% use their tablet in the kitchen (69.2% of which were concerned with
the cleanliness of their iPad)
90% would be interested in sampling Chef Sleeve
67% would be interested in buying Chef Sleeve
0% were aware of Chef Sleeve
using Pinterest, epicurious, foodnetwork.com & allrecipes.com
8%
33%
42%
17%
How they prefer to buy Chef Sleeve
1/$3 5/$5 10/$9 25/$20
On average they cook for 34.4 minutes daily
31
V
I
I
I
.

a
p
p
e
n
d
i
x
j. SWOT Analysis
strong branding & de-
sign
eco-friendly
strong media coverage
FDA approved for food
use
expansion to more re-
tailers
multiple uses in multiple
settings
lack of awareness
lack of retail presence
lack of social media/
tablet app/online pres-
ence
small niche market
seemingly trivial pur-
chase
package of 25 not ideal
for trial
growing tablet owner
market
lack of direct competi-
tors with kitchen brand-
ing
brand extensions
growing foodie/cooking
enthusiast culture
dying media hype
competitors with brand
extensions
economic recession -
less disposable income
strengths weaknesses
opportunities threats
0%
20%
40%
60%
80%
100%
120%
i
n
t
e
r
n
e
t

b
r
o
w
s
i
n
g

s
o
c
i
a
l

m
e
d
i
a

w
a
t
c
h
i
n
g

t
v
/
v
i
d
e
o
s

p
l
a
y
i
n
g

g
a
m
e
s

n
d
i
n
g

r
e
c
i
p
e
s

b
u
s
i
n
e
s
s
/
w
o
r
k

e
n
t
e
r
t
a
i
n
i
n
g

c
h
i
l
d
r
e
n
*

%

o
f

i
P
a
d

o
w
n
e
r
s

iPad Ac0vity
How they use the iPad
daily weekly monthly
*

o
f

r
e
s
p
o
n
d
e
n
t
s

w
i
t
h

c
h
i
l
d
r
e
n

32
V
I
I
I
.

a
p
p
e
n
d
i
x
k. Creative Brief
Why are we advertising?
The business problem is that there is low market saturation or
usage of the product. People dont know about the Chef Sleeve.
They may not even know they need it.
What is the advertising trying to get the consumer to do?
The advertising is trying to raise awareness to stimulate trial.
Who are we talking to?
Techie Chefs
What do we know about them that will help us?
Techie Chefs are affuent, high disposable income, 25-54, well
educated, enjoy cooking, innovative, tech-savvy.
The three segments among this category include the Urban
GLBT Community, Empty Nesters, and Young Family Moms. The
Urban GLBT Techie Chef has a high loyalty to Apple products
and are early adopters and innovators to the newest technol-
ogy products. Empty Nesters no longer have children in their
household and have a newly disposable income. They are also
looking for new hobbies with their additional spare time and are
more health conscious now than ever before. With more spare
time and a health conscious attitude, the empty nesters are
cooking more often. The Young Family Mom enjoys family time
and cooking healthy food for them. She frequently uses her iPad
device for entertainment purposes with her children.
Whats the big idea?
Smart. Simple. Fun.
Make your kitchen smarter.
Why should people believe us?
Consumers should believe us because of the unique design of
the Chef Sleeve. The Chef Sleeve protects the iPad from messy
spills and hands when using the tablet device while cooking.
33
V
I
I
I
.

a
p
p
e
n
d
i
x
l. Press Release News Stations
According to Chitka Insights, the following states had the highest
3rd generation iPad adoption rates. We have selected the largest
urban areas from each state and listed a few news stations from
each below.
CA Los Angeles, San Diego, San Fransisco
NV Las Vegas
DC Washington D.C.
HI Honolulu
NY New York City
WA Seattle
WI Milwaukee
OR Portland
34
V
I
I
I
.

a
p
p
e
n
d
i
x
n. The Chew
m. iPad Egg Toss
Chef Sleeve, the ultra-clear iPad case, would like to share our exciting
product with Ellens audience while having some fun. Chef Sleeve
protects iPads from a whole mess of stuff in the kitchen to make
cooking smarter with online recipes and apps. To demonstrate the
protective benefts of Chef Sleeve, wed like to sponsor a 4-minute
game segment called the iPad Egg Toss. Four audience member
will participate in a traditional barbeque egg-tossing game with a
twist. After donning safety glasses and smocks, the contestants
will toss eggs to each other directly on a Chef Sleeve covered iPad.
Splattered eggs, hilarity and laughter ensue. The winner, or the
contestant with the least splattered eggs with receive an iPad and
the rest of the audience will receive samples of our product.
The Chews viewers are constantly searching for ways to make their
kitchen smarter. Our product, Chef Sleeve, does just that. The ultra-
clear casing provide effortless and function protection for the iPad
to bring innovation to the kitchen. The Chef Sleeve can allow your
viewers to browse recipes from thechew.com while cooking. We
would like to sponsor a cooking contest segment that promotes both
our product and your website. The segment will feature two of our
hosts battling to create the messiest meal. At the start of the show,
they are given Chef Sleeve covered iPads. They must fnd thechew.
coms messiest, sloppiest, most delicious recipe and complete it
by the end of the show. Throughout the show, the camera will take
shots of our hosts hard at work-- using messy hands to scroll through
your web page. The remaining hosts will decide which meal is most
the fnger-licking good mess.
35
V
I
I
I
.

a
p
p
e
n
d
i
x
o. SEO Example
36
V
I
I
I
.

a
p
p
e
n
d
i
x
p. Scope of Work
Project Name: Chef Sleeve Communications Campaign
Prepared by: Focu5 (Natalie Seidel, Alex Pascutoi, Kelli Bembenek, Mike Zwickey,
Hayley Vogt)
Date (MM/DD/YYYY): 03/27/12

Version History (insert rows as needed):
Version Date
(MM/DD/YYYY)
Comments
1.0 03/05/12 Edit to be more concise and clear
2.0 03/27/12 Good



1. Executive Summary
Provide below a brief overview of this project (e.g., project purpose and justification):
The purpose of this project is to provide Chef Sleeve with a communication plan to increase
awareness of the Chef Sleeve as a kitchen accessory. This communication plan will reposition
the Chef Sleeve as a niche product which will provide a competitive advantage against
competitors.
Provide a brief project summary in the space below. This information may be available
in the Project Charter. Also provide a link to the Project Charter for reference.
Link_To_Project_Charter

Note: In any instance where there is a discrepancy between the Project Charter and the Project Scope
Statement, the latter is considered authoritative.

2. Business Objectives
2.1 Product Description (Solution):
The Chef Sleeve is an easy to use sleeve, custom fit for the iPad that protects from moisture,
grease and even the dirtiest of hands. Ultra-clear and touch sensitive material allow for perfect
scrolling; you will not even notice it is there.
2.2 Business Objectives:
Our objective is to raise awareness of the Chef Sleeve as a kitchen accessory.

3. Project Description
For each area below, provide sufficient detail to define this project adequately:
3.1 Project Scope
Includes (list Deliverables):
3 strategies with 2-3 tactics per strategy, market research, sample media tools
Does Not Include:
Brand representatives for demonstration, space and equipment rental, execution of technological design
3.2 Project Completion Criteria:
To be completed by April 30, 2012
3.3 External Dependencies:
Chef Sleeve media library, new branding plan, web statistics, budgeting information
3.4 Assumptions:
In-person demonstrations will increase site traffic, pay-per-click ensures true measurement
3.5 Constraints:
Rebrand website and packaging, develop new retail opportunities, execution of technological
design

37
V
I
I
I
.

a
p
p
e
n
d
i
x
4. Project Milestones
Estimated Schedules List key project milestones relative to project start. (Insert rows as needed)
Project Milestone Target Date
(MM/DD/YYYY)
Project Start 02/25/12
Scope of Work 03/21/12
Creative Brief 03/28/12
Strategies/Tactics 04/04/12
Project Complete 04/30/12

5. Project Approach
5.1 Primary Plans - Will the project have formal written plans i.e., project schedule, budget, quality, risk, etc.?
Describe briefly in the space below:

5.2 Scheduled Status Meetings (Insert rows as needed):
Meeting Purpose Frequency
03/05/12 Meeting with client 03/05, 03/29email follow-ups
weekly
Starting 02/27/12 Meeting with campaign team Every Monday/ Wednesday until
04/25/12
04/15, 04/22, 04/29 Final details 3 Sundays

5.3 Scheduled Status Reports (Insert rows as needed):
Report Purpose Frequency
02/29/12 Confirm client with Dan Gore 1
04/04/12 Check in on strategies/tactics 1
04/18/12 Final check in 1

Jour #4263 Statement of Work (SOW) GORE
Originally created by U of MN Office of Information Technology Page 1



The signatures above indicate an understanding of the purpose and content of this document by those
signing it. By signing this document, they agree to this as the formal Project Scope Statement document.
6. Project Scope Statement Approval / Signatures
Project Name:
Chef Sleeve Communications Campaign
Project Manager:
Focu5
The purpose of this document is to provide a vehicle for documenting the initial planning efforts for the project. It is
used to reach a satisfactory level of mutual agreement among the Project Manager, Project Sponsors and Owners
with respect to the objectives and scope of the project before significant resources are committed and expenses
incurred.
I have reviewed the information contained in this Project Scope Statement and agree:
Name Role Signature Dat
(MM/DD/YYYY)
Alex Pascutoi Account Planner
Alex Pascutoi
03/27/12
Hayley Vogt Account Manager
Hayley Vogt
03/27/12
Natalie Seidel Creative
Natalie Seidel
03/27/12
Kelli Bembenek Account Planner Kelli Bembenek 03/27/12
Mike Zwickey Account Planner
Mike Zwickey
03/27/12