POWER PR SOLUTIONS

Crescent Pure Campaign

7 East 12th Street, New York NY 10003

Phone: 917.982.3235
E-Mail: ppr@gmail.com Web: powerprsolutions.com

Crescent Pure Campaign

TABLE OF CONTENTS

1 RESEARCH.3
1.1
Positioning..3

1.2

Competitors.3

1.3

SWOT analysis4

ACTION PLANNING.5
2.1

Target audience..5

2.2

Objectives...6

2.3

Messages..6

2.4

Strategies.6

2.5

Brand redesign7

TACTICAL EXECUTION7
3.1

Endorsers...7

3.2

Community outreach ..8

3.3

Partnerships....................11

3.4

Sponsorship..15

3.5

Media outreach.15

EVALUATION18

FUTURE CONSIDERATIONS.18

APPENDICES....19

REFERENCE LIST..22

Crescent Pure Campaign

RESEARCH
Positioning
We decided to position Crescent Pure (CP) as a diet and low-sugar sports drink. The hydrating elements of
Crescent Pure, together with the energy boost and mental focus functions, can greatly improve athletic
performance and help remit post-workout fatigue after exercise.
Statistics shows a relatively slow growth of sports drink sales in recent years, with only a 9% increase between
2007 and 2012. However, the market is expected to have a 52% growth within five years, from $6.3 billion in
2012 to $9.58 billion by 2017. Moreover, the new diet and low-sugar sports beverages, which newly emerged in
2009, had a dramatic growth of 33% from 2010 to 2012.
According to the 2012 Mintel Study on sports drinks, 42% of sports beverage users did not associate sports
drinks solely with athletics, but considered them as anytime beverages. Regular drinkers consumed sports
drinks more often than energy drinks as this area appealed to a fairly wider potential consumer base. As well as
athletes and sports lovers, Crescent Pures all natural, organic ingredients and low sugar quotient will also
attract the growing group of health-conscious consumers who are seeking a healthier anytime beverage
alternative. Likewise, considering the dense negative media coverage about energy drinks, the prospect of
sports drinks is brighter and more health-oriented.
Competitors
Two of Crescent Pures strongest competitors in the sports drink industry are Gatorade (owned by PepsiCo)
and Powerade (owned by Coca-Cola). These two leading brands almost dominate the entire sports drink
market, with a 77% and 20% market share respectively. Although the sales gap between Gatorade and
Powerade is visibly large, they are always regarded as parallel products with similar ingredients and functions.
Additionally, to feature these sports drinks as low calorie beverages, both Gatorade and Powerade contain
artificial sweeteners such as acesulfame potassium, a type of zero-calorie sweetener that is 200 times sweeter
than sugar, resulting in possible health issues for the human body. Highlighting the all organic component
and 70% less sugar quotient, Crescent Pure can definitely differentiate itself from its strongest competitors and
build a positive and healthy brand image.

Crescent Pure Campaign

Besides competitors in the sports drink industry, energy drinks like Red Bull are also challenging the
opportunity for Crescent Pure to win a favorable place on store shelves. The popularity of energy drinks
among athletes continues to grow in recent years, however professionals and the general public question their
safety. Research shows that energy drinks contain copious doses of caffeine, sugar and sometimes alcohol, and
studies illustrate this does not necessarily enhance athletic performance. Moreover, it is known that high sugar
quotient causes diarrhea and other gastrointestinal upset, with significant caffeine intake leading to heart and
blood pressure abnormalities. The growing health consciousness among young adults will help Crescent Pure
establish itself as a healthier option, surely standing out in the sports and energy drink industry.
SWOT Analysis
Strength

Weakness

Certified organic, lower sugar quotient

Higher price than most sports drinks on the shelf

Healthier sports and energy drink alternative

Little public awareness as a new brand

Herbal stimulants provide energy boost and

Other possible competitors to arise in sports

mental focus functions

drink market in the near future

Environmentally-friendly packaging

Positive response in three States where already

launched

Opportunity

Threat

Growing sports drink market

Emerging and booming diet and low-sugar sports

Publics disapproval of new drink on the market

drink industry

Potentially stricter government regulation

Larger group of health-conscious consumers

Considered as "anytime beverage", providing a

Fierce industry competition

wider consumer base

Crescent Pure Campaign

ACTION PLANNING
Target Audience
According to feedback of our current retailers, Crescent Pure appeared to be most popular among young
adults aged 18 to 30 in our current market of three Western states1. For our national launch, our target
consumers are millennials aged 18 to 35. This group makes up 24% of the U.S. population, and is 77 million
strong2. Research shows that the obesity rate of this group has more than tripled in the past 40 years3.
Nowadays, around one third of millennials are faced with overweight or obesity problems due to unhealthy
diet habits and inadequate physical exercise.
Crescent Pure will contribute to combat obesity among millennials with the aim of raising a stronger
generation by providing a healthier sports drink alternative, encouraging these target consumers to be more
physically active.
Our entire target consumer group is subdivided into a primary and secondary group. We chose university
students aged 18 to 25 as our primary target consumers, who may have high engagement in sports but poor
diet habits. Adults aged 26 to 35 are our secondary target group, who also happen to be the largest group of
gym members. Our campaign will mainly cater to our primary target consumers, but we also hope to draw the
attention of our secondary target group as well as the general public.
To satisfy both our PR objectives and Crescent Pures business objectives, we have developed three key
messages we intend to relay to the public on Crescent Pures behalf, ensuring they become a recognized and
loved brand in New York within the first year (and hopefully across all of America thereafter). These
objectives are set out for the initial 12-months of the campaign launch.

Brief cases: Crescent Pure, Harvard Business School

Nielsen. Millennials Breaking the Myth http://www.nielsen.com/content/dam/corporate/us/en/reports-

downloads/2014%20Reports/nielsen-millennial-report-feb-2014.pdf
3

Susan Blumenthal. How Healthy Are Today's Young Adults? http://www.huffingtonpost.com/susan-

blumenthal/millennial-health_b_862162.html

Crescent Pure Campaign

Our three objectives are:

1) To establish awareness and familiarity of Crescent Pure within NYC
2) To position Crescent Pure as a healthier sports drink alternative
3) To encourage the current millennial generation to adopt a healthier regime and mindset
The key messages, in correspondence with the above objectives, are as follows:
1) We are the first of our kind- Taste Natural Energy
2) We are certified organic- less sugar, more natural ingredients
3) We encourage the millennial generation to adopt a healthier lifestyle through increased awareness of
diet and exercise
Strategies
Developing the correct strategies is a critical step not only to relay the correct tactics, but also to establish the
most suitable direction in which to take this campaign, with Crescent Pures best interest in mind. The five
strategies, which go in tandem with our five tactics and key messages, are as follows:
1) Use third-party celebrity endorsers to help position Crescent Pure as a sports drink and appeal to the
younger generation
2) Engage millennials through community outreach and university collaboration
3) Combine efforts with favorable global brands to raise awareness of Crescent Pure on a local and
national level
4) Increase exposure and establish affiliation with international sporting brand through sponsorship to
resonate with athletic consumers
5) Receive extensive and favorable press coverage via traditional and social media

Crescent Pure Campaign

Brand redesign
Additionally, we have created a brand refit design for the Crescent Pure logo and bottle label, setting it aside
from current competitors and appealing to the younger generation we are aiming to target. The packaging we
have chosen is made from eco-friendly fiber materials, allowing the bottles to be recycled. This allows Crescent
Pure to present itself as an environmentally-conscience company that cares about its ecological footprint
(Appendix A & B).

TACTICAL EXECUTION
To appeal to our primary and secondary audiences, whilst meeting the companys goals, we have established
five different campaign tactics.
1) Endorsers
A major aspect of our marketing campaign will depend on whom we select as Crescent Pures brand
ambassadors. As Crescent Pure is a sports drink, its very much in the companys best interest to have
professional athletes endorse the drink and selecting the right people is crucial. If those who endorse Crescent
Pure show signs of improvement in their performances, there is a high likelihood it will be attributed to the
drink in some respect, encouraging others to purchase it and bolster their performances as well. The reality is
that every single athlete in the world wants a substance that will enhance his or her capabilities. Unlike many
other sports and energy drinks, Crescent Pure is the only of its kind, as it contains a sole organic blend of
nutrients that improve performance through stimulating the break down of the body during and post the
workout progress.
Our first choice is Alex Morgan, a forward for the womens U.S National Team. Since 1999, the team has
made the World Cup final three times, winning twice, most recently this past summer versus Canada. It is by
far the most successful professionally organized team within American womens sport. The continuous success
of the team has significantly influenced the popularity of soccer more generally, and Morgan has quickly
established herself as the teams most talented and exciting player. Aside from Morgan and soccer, there are
few other female athletes with such elevated stature in the United States, or even the world respectively.
Although soccer ranks third for sport most played amongst female youth, its stars, such as Morgan sit at the

Crescent Pure Campaign

top of the popularity list. With this in mind, an endorsement from her can certainly enhance the brands
reputation. In addition to her excellent play, she has featured in several womens fashion magazines, and
although irrelevant to soccer itself, it develops her appeal and likeability, an influential factor pertaining to our
targeted audience base.
If Crescent Pure can break into this particular niche market, it could pave the way as the most popularly
consumed sport drink well into young girls adulthoods and as their soccer careers progress. This connection
between the drink and millennials will translate into steady and improved profit because, although not
everyone who drinks it will pursue a professional career, they may very well continue to consume the beverage
recreationally or whilst engage in other athletic activities.
Another sector of promising value via endorsement is in the X-Games, an annual sports event in multiple
countries that comprise of the ultimate extreme sports. The term extreme serves as a strong ignition toward
performing at ones absolute best. This notion directly corresponds with the value of Crescent Pure sports
drink, which serves to push ones capabilities to extreme levels with its organic formulation. Our spokesperson
from the X-Games and second endorser will be Shaun White, a professional snowboarder and skateboarder
with two gold medals representing the United States. He is considered to be among the most popular
snowboarders worldwide and his image resonates with X-games fans globally. Given that X-games popularity
does not amount anywhere in comparison with the larger sports (basketball, soccer, etc.), the sports best
athletes drinking Crescent Pure will spark an interest in the drink alone. As people attempt to emulate White
when hitting the slopes, they will compliment this with drinking Crescent Pure through his positive
reinforcement of the brand at the X-games.
2) Community Outreach
For community outreach, our primary target audience is millennials/university students. Therefore, we have
decided to create an event among the most popular and influential educational establishments in New York
City (NYC). The company has already launched Crescent Pure in three Western states (California, Oregon and
Washington), thus we chose NYC as our initial campaign launch location as its the most populous city in the
United States and regarded to be the centre of the whole country. Based on popularity, student numbers,
location, and athleticism, the four universities we will be working with are New York University (NYU),
Columbia University, Pace University and Fordham University.

Crescent Pure Campaign

There are 44,599 students attending New York University, of which 22,615 are undergraduates. NYU has 21
sports club teams and is a member of the University Athletic Association (UAA). Organised in 1986, the UAA
is a unique group of universities dedicated to running competitive athletic programs, while maintaining
academic standards of the highest quality. In 2014, more than 1,250 students were enrolled in intercollegiate
sports club teams, 20% of whom were graduate students.
The total number of students at Columbia University is 26,957. An institution member of the National
Collegiate Athletic Association (NCAA) in Division I FCS, Columbia embodies varsity teams in 29 different
types of sport and is a member of the Ivy League. The university competes in 27 sports and has a total of 844
student athletes of which 463 are male and 381 are female.
In 2014, 12,857 students were enrolled at Pace University. Pace is an NCAA Division II member of the
Northeast-10 Conference and the Eastern College Athletic Conference that sponsors 14 intercollegiate sports.
Pace's athletic facilities are highlighted by the 29,000 square foot Goldstein Health, Fitness and Recreation
Center which boasts a 2400-seat arena, eight-lane swimming pool, weight/fitness room, aerobics/dance room,
among others.
Fordham University has 15,286 students in ten schools. The university supports 23 male and female varsity
athletic teams, as well as various club and intramural sports.
For this event, we will invite our two endorsers - Alex Morgan and Shaun White - to give talk tours among the
universities. The large community of students, faculty members and alumni can be involved, giving Crescent
Pure credibility and building reputation. Alumni particularly will be invited, making them great sponsors,
volunteers and advocates of our brand. In addition, the TedTalk type tour will be posted on the company
website and YouTube channel, becoming accessible to millions of potential customers. Morgan and White will
cover their personal career experience, and the topic inspired by the statistics of young people obesity: the shift
to a healthier generation, guidance to fight against this problem among our youth and how to lead better
quality lives in general. At each talk, sample drinks will also be distributed to the audience. This event, called
the CP TALK TOURHealthier Generations will be initially launched locally in NYC. Give that this is
successful, we intend to make this a national initiative, enhancing the exposure and promotion of Crescent
Pure across the U.S.

Crescent Pure Campaign

In additional to the motivational talk tour, Crescent Pure will benefit from establishing itself as a company
involved with the local community and its residents. We will donate $10,000 worth of professional sports
equipment to the athletic departments at each of the four universities, as well as a yearly supply of sample
drinks for the departments athletes. This will not only establish long-lasting relations with our group of
primary consumers, but also shoulder the corporate responsibility and good image we want to promote to the
general public. A recent article in the Wall Street Journal highlights an issue that Crescent Pure can use as
leverage behind this initiative. Coca-Colas one million dollar donation to the University of Colorado School of
Medicine in 2014 was recently returned back by the university, who claimed, it was revealed that the money
had been used to establish an advocacy group that played down the link between soft drinks and obesity4.
With obesity and related health issues proving to be a serious concern for medical personnel and the overall
public, our organic sports drink alternative can gain commercial benefit and exposure from the donation, using
Coca-Colas negative experience and relaying our own messages for a positive outcome.
Below, we have outlined the specific individuals we will be contacting in regards to our community outreach
initiative:
University

Contact

Position

Phone

Email address

number
New York

Christopher

Assistant Vice President for

University

Bledsoe

Student Affairs/Director of

998-2040

Christopher.bledsoe@nyu
.edu

Athletics
Columbia

Peter Pilling

University

Director of Intercollegiate
Athletics and Physical

ppilling@columbia.edu
212-854-4774

Education
Pace University

Mark R.

Director of Athletics

914-773-3285

mbrown@pace.edu

Director of Intercollegiate

718-817-4302

droach1@fordham.edu

Brown
Fordham
University

David Roach

Athletics

University Returns $1 Million Grant to Coca-Cola

http://well.blogs.nytimes.com/2015/11/06/university-returns-1-million-grant-to-coca-cola/?_r=0

10

Crescent Pure Campaign

3) Partnerships
In order to appeal to both our primary and secondary audience groups, we have selected two partners we
believe will be of value to Crescent Pure, not only in terms of familiarity but also building relationships with
influential, global brands.
The first partnership is with GoPro, an HD-quality video recording device. This camera has gained vast
popularity worldwide because of its compact size, without the loss of amazing video quality. It sold 5.2 million
units in 2014, an equivalent of shipping 1,000 cameras per hour. GoPro has built-in Wi-Fi and is completely
waterproof/shockproof, allowing use in extreme-action videography (Appendix C: SWOT Analysis)

GoPro serves two main target audience groups, one primary and one secondary:
Primary

Active adults aged between 22 to 45

Directed primarily at consumers that have adopted an extreme sports lifestyle. Media contents directed
towards the consumer involved high-risk, niche-based, and sports oriented individuals. These
individuals reside closer to the younger, single, group oriented area of the consumer profile.

Secondary

Young adult category between the ages of 18-21

Tend to travel with their friends and companions on short social outings and trips that fit their hobbies
and interests. This group is the highest group of social media users in front of the 22-45 category. They
love to share their selfies, vacation photos and videos on social media and 47% of this category is

11

Crescent Pure Campaign

reported to use the internet as their source of information. This group also spends an average of 29 or
more hours per week online distributing and consuming media.
Currently, GoPro is partnered with one of our competitors, Redbull. According to a 2013 article by TransWorld
Business, GoPro shares the Red Bull Signature Series commitment to progression and innovation and thereby
makes for a strong strategic partner5. Through our own research, however, we found that a number of
scientific studies and reviews have been published that address the negative effects of energy drinks,
particularly for athletes. An article in the New York Times states that there is a growing popularity of energy
drinks, specifically among athletes in college and younger:
In a recent survey of American high-school athletes, 32 percent reported drinking energy beverages. In
another survey, 27 percent of a group of 16,000 adolescent athletes, some as young as 11, said that they
used caffeine, usually in the form of energy drinks, to improve their sports performance; 13 percent
said they did so at the urging of their coaches6.
Evidence that energy drinks can make you a better athlete is sketchy at best. The article goes on to explain that
the amount of caffeine required to improve performance vary wildly for each individual, and the effects
typically are lessened once an athlete is used to the caffeine. The sugar-free version of Red Bull, while loaded
with caffeine, does not improve athletes run-to-exhaustion times. Meanwhile, it can contribute to dehydration,
and has been known to cause diarrhea and other gastrointestinal upset. BreakingMuscle website highlights the
fine print most people ignore on common energy drinks, including insomnia, anxiety, headache, dehydration,
rapid heart rate, seizures, and even cardiac arrest7.
To gain leverage over this competitor, we suggest for Crescent Pure to highlight the flaws and negative effects
of Redbull on professional athletes, initiating our product as the better substitute. Crescents herbal stimulants
deliver 80 milligrams of caffeine, roughly the same amount of energy effect as a cup of coffee. According to
5GoPro

Joins Red Bull Signature Series As Official 2013 Season Partner

http://business.transworld.net/news/gopro-joins-red-bull-signature-series-as-official-2013-seasonpartner/#K3C4fIMIu4l5QDjV.99
6

Phys Ed: Do Energy Drinks Improve Athletic Performance? http://well.blogs.nytimes.com/2010/12/08/phys-ed-do-

energy-drinks-improve-athletic-performance/?_r=3
7

Energy Drinks: An Athlete's Friend or Foe? http://breakingmuscle.com/nutrition/energy-drinks-an-athletes-friend-or-

foe

12

Crescent Pure Campaign

Consumer Reports, 400 milligrams per day of caffeine is considered safe for healthy adults 8. Therefore
Crescent Pure is a beneficial alternative not only for energy drinkers, but also coffee drinkers. Furthermore,
Crescents sugar quotient (derived from organic, raw cane sugar) is 70% less than leading energy and sports
drinks, on average, and includes ginseng; a herbal supplement known to relieve fatigue and boost
concentration and endurance.
This partnership will benefit both parties, as Crescent Pure can provide a positive brand to inspire and support
athlete performance, encouraging those who do partake in extreme sports to video their experience with the
GoPro, equally promoting Crescent Pure through effective product placement in these videos. In turn, this will
provide free, HD footage for GoPros promotional and advertising campaigns from actual customers, real
sport and true athleticism.

Our second partnership will be with Snapchat, a photo and video-messaging app that launched in 2011.
Primarily targeting young audiences/teenagers, Snapchat is used as a fun tool for sharing moments.
Snapchatters can take a photo or video, then add a caption, doodle or lens, and send it to a friend/add it to
their story to share with the world and their followers. Friends can view individual snaps for up to 10 seconds,
and then it disappears.
Since the launch, 100 million daily active users are on Snapchat, with 65% contributing daily content. Some
other statistics include9:

U.S. millennials make up 30% of regular Snapchat users

Snapchat Discover has 60 million monthly visitors

Number of Snapchat snaps per day is approximately 400 million

Snapchat stories views per day: 1 billion

77% of female college students share selfies on Snapchat, in comparison to 50% of male college
students

Approximately 71% of users are under 34 years old, and 45% are between 18-24

How Much Caffeine Is in Your Energy Drink?

http://www.webmd.com/food-recipes/20121025/how-much-caffeine-energy-drink
9

By the Numbers: 60 Amazing Snapchat Statistics http://expandedramblings.com/index.php/snapchat-statistics/

13

Crescent Pure Campaign

Roughly 70% of users are female

To expand the customer base, Crescent Pure will utilize Snapchats Discover feature by creating their own
user account; a new way to explore stories from different editorial teams. Snapchat Blog explains it as:
the result of collaboration with world-class leaders in media to build a storytelling format that puts
the narrative first. This is not social media. Social media companies tell us what to read based on whats
most recent or most popular. We see it differently. We count on editors and artists, not clicks and
shares, to determine whats important. Discover is different because it has been built for creatives10.
This feature includes full screen photos and videos and advertising techniques, with every edition refreshed
after 24 hours for new content/news (Appendix D).
My Crescent Pure Story will feature on Snapchats Discover menu through our Get Active campaign. Those
consuming Crescent Pure, regardless of their chosen physical activity, can add a picture or short video to their
own personal story feed, but also to the My Crescent Pure Story on Discover with the lens filter
#TasteEnergy. This is a chance for our younger audience base to get creative with their selfies, whether its
during extreme kayaking, or playing soccer with friends at a local park.
Two winning candidates will be chosen at random from the handful of Snapchat story entries at the end of the
month. The first will receive a skiing weekend in Whistler, Vancouver (with all expenses paid by Crescent
Pure), and a chance to meet one of our endorsers, Shaun White, for the ultimate snowboarding experience.
The other will receive a once in a lifetime soccer experience with our second endorser, Alex Morgan, at the US
Womans Team training grounds.
This partnership will benefit both Crescent Pure and Snapchat, driving more users and exciting content to
Snapchats feeds, whilst encouraging the younger generation to promote healthier lifestyles to their peers and
others around the world.

10

Introducing Discover http://blog.snapchat.com/post/109302961090/introducing-discover

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4) Sponsorship
Granted there are many other sports drinks and their respective endorsers, Crescent Pure must continue
developing ways to distinguish itself in its mission to generate greater exposure and more revenue. Sponsoring
a sports team is an amenable step forward given the positioning of the drink.
The Barclays Premier league, located in England, represents the greatest economical soccer league in the world
today. It has partnered with NBC Sports of America on a six-year $800 million deal to be the leagues sole U.S.
broadcaster. This deal has elevated the total revenue of the league upwards to a whopping $3 billion. As the
league continues to profit exponentially, more of its teams have room for growth both competitively and
economically.
One team in particular, Crystal Palace, can serve to be an ideal fit for Crescent Pures brand. Recently, Joshua
Harris, owner of the National Basketball Associations Philadelphia 76ers, purchased a 25% stake in the
English soccer club. Crystal Palace is located in South London, which is in the midst of a $5.2 billion
regeneration plan, with Harris partial ownership paving the way for more American affiliation with the club.
This proves to be an excellent opportunity for Crescent Pure to adopt and further strengthen the growing
connection between America and a soon-to-be elite team in the worlds greatest - economically and socially sports league. The teams current sponsor is on a one-year $1.25 million deal. Without a sponsorship contract
for next season, Crescent Pure can interest the team with a lengthy and sizeable offer. Currently valued at $252
million, there is great promise in the growth of the club and the exposure for Crescent Pure as its primary, and
most importantly, recognizable, sponsor.
5) Media Outreach
Crescent pure will conduct broad and aggressive outreach to reporters, from TV stations, radios, newspapers,
and magazines on a local and then national level. We have chosen journalists who cover health, diet and wellbeing, the sports industry, and local cities/communities to drive awareness of Crescent Pure. Spokespeople for
the sports drink will include Portland Drake Beverages (PDB) CEO Michael Booth, sports medicine physician
James Andrews M.D (Appendix E), and nutritional doctor Mark Hyman, M.D (Appendix F). These
interviewees were chosen as appropriate in order to relay the importance of building a healthier generation,
and how Crescent Pure is a positive tool in aiding this initiative, both for athletes and the general public. They
will be trained accordingly prior to any organized meetings with reporters.

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Below is a detailed graph outlining how we will pitch every media outlet, the specific reporter and our target
audience in mind for each respectively.

Media

Section/targeted

Pitch angle

Target audience

Partnership with GoPro to

Sports enthusiasts

reporter
TV

ESPN

X Games

promote extreme sports and

athletic spirit
NY1

Kristen Shaughnessy

Our endorsers Alex Morgan and

Millennials, local

Shaun White will give their

NYC residents

outlook on the importance of a

healthy diet and exercise.
Emphasis on CPs donation to
university athletic departments
ABC, CNS,

Talk show

NBC, Fox

Interview with spokesperson such Sports enthusiasts,

as CEO, nutritional expert, etc.

the general public

News
Newspaper

New York

Health reporter

The negative effects of energy

Health conscious

Times

Anahad O'Connor

drinks on athletes and how

individuals, sports

Crescent Pure is a better

enthusiasts

alternative
New York

Page six reporter David Alex Morgan and Shaun Whites

Millennials, local

Post

K. Li

NYC residents

TED talks in universities across

NYC

Wall Street

Business section

The launch of a new sports drink

Local NYC

Journal

reporter Mike Esterl

in the ever-growing beverage

residents, with a

industry. How will it survive?

particular interest in
business issues

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Crescent Pure Campaign

Washington

Health section reporter

How will CP help build a healthy

Millennials, health

post

Lenny Bernstein

generation?

conscious
individuals

USA

Sports section reporter

Partnership with GoPro to

Today

Nina Mandell

promote extreme sports and

Sports enthusiasts

athletic spirit. How will CP help

athletes?

Magazine

The New

Reeves Wiedeman,

CPs donation to the athletic

Millennials, local

Yorker

Contributing writer

departments of NYC universities

NYC residents with

a particular interest
in education and/or
charity work

Radio

WNYC

Jennifer Houlihan

CPs aim to help build a healthier

Millennials, sports

Roussel, Senior

generation, and its donation to

enthusiasts, local

Director of Publicity

the athletic departments of NYC

NYC residents

universities
University-

Fordham University's

Alex Morgan and Shaun White

University

owned radio

WFUV, NYU's

visit universities to speak about

students/millennials

stations

WNYU, Columbia

the importance of a healthy

in NYC

University's WKCR,

lifestyle, with an emphasis on

and Pace Universitys

CPs donation to each schools

WPUP

athletic departments

Social media will play a critical role in raising the awareness of Crescent Pure. Aside from traditional media,
consumers and our endorsers will be encouraged to spread the word by sharing their stories and/or pictures of
their Crescent Pure experience on Facebook, Twitter, Instagram and Snapchat with the hashtags
#MyCrescentPureStory and #TasteEnergy.

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Crescent Pure Campaign

EVALUATION
Evaluating the success of the campaign is important not only for Power PR Solutions, but also Crescent Pure.
We will therefore be preparing a report for the company outlining each accomplishment through the
assessment of figures both generally and before versus after the launch based on the following factors:

Number of sales - before vs. after

Media coverage, placements and feedback: pitch letters, news releases, social media - before vs. after

Community outreach: students engagement in sports clubs and other activities/organized sport- before
vs. after

Awareness of Crescent Pure as a brand and as a company that is locally engaged

Change of attitudes towards sports drinks

Customer satisfaction towards Crescent Pure via online surveys and Facebook polls

Target audience distribution

Social media followers and influence of endorsers - before vs. after

FUTURE CONSIDERATIONS
Satisfying the long-term success of Crescent Pure in the market, additional considerations for our client are as
follows:

Partnership with Michelle Obamas Lets Move! initiative

Sponsorship of 2016 Olympics in Brazil

Nationwide university initiative, including the distribution of Crescent Pure in vending machines

Lululemon partnership targeting niche yoga community: free yoga classes organized in sponsorship by
Crescent Pure, education on healthy diet and exercise, etc

Trial testing of products at local universities with schools best athletes (before vs. after testing)

Launch of additional flavors (with integrated public suggestions)

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APPENDIX
A)

B)

C)
Strength

Weakness

Innovative Technology

Low Market Penetration

-Camera with protective case, accessories, and production

-Focused on sports, targets professionals, and current users only

software
Expensive Sale Price
Quality and Versatility

-High price point, $199 - $399

-High quality product, water proof and shock proof

-Hands free media production with mountable camera

Accessories Extra Expenses

-Built-in WiFi

-Wearable mounts and harnesses

Demand and Supply Chain

Marketing Concentration

-High demand from content marketing and appeals to large

-Limited market, less active consumers and non-athletes are

sports based audience

excluded

Brand Name
Initial Public Offering filed in third quarter of 2014

Single Lens Attached to a Camera

-Cannot switch lenses, limited to wide angle view only

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Opportunities

Threats

New Services and Innovations

Maturing Markets

-Possible partnerships and new products entering the market

-Existing markets has been saturated

Social Media

Intense competition

-Advertising brand promotion opportunities

-Competitive products have substantially lower price points

Emerging Markets and Growing Economy

Substitutable Electronics

-Travel and leisure

-Cell Phones

-Medical

-Digital SLRs and compact digital cameras

-Security

-Other competing media recording devices and prototypes

-Safety
Economy
Initial Public Offering

-Purchase of cheaper alternatives

-Stock options and brand awareness for consumers will generate

revenue as well as new customers

Government Regulations
-Legal ramifications on personal privacy

Source: https://jacobmgao.files.wordpress.com/2014/05/gopro-campaign-and-pitch.pdf

D)

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F)

E)

James R. Andrews, M.D

Mark Hyman, M.D

Andrews is one of the founding members of

Holistic doctor, scholar and best-selling

Andrews Sports Medicine and Orthopaedic

author, Hyman is most known for his whole-

Center in Birmingham, Alabama and co-

foods, low-sugar approach to eating. He

founder of the American Sports Medicine

published his latest diet book, The Blood Sugar

Institute (ASMI), a non-profit dedicated to

Solution 10-Day Detox Diet, in February 2014.

injury prevention, education and research in

As a healthy eating activist, he also played a

orthopaedic and sports medicine. He is

large part in Fed Up, a controversial

internationally known for his skills as an

documentary about childhood obesity and

orthopaedic surgeon as well as his scientific

the food industry. Hyman is also the founder

research contributions in knee, shoulder and

of the UltraWellnessCenter.

elbow injury prevention and treatment. In

2013, he wrote a book, Any Given Monday,
about sports injuries and how to prevent them
for athletes, parents and coaches.

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Crescent Pure Campaign

REFERENCES

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