Wheres my Chinese?

Executive Summary ---------------------------------------------------------Busy days with little time to eat; a commonality among 21st century lives. Snacks replace meals. Fast
food is king. Homemade meals decline. Today millennials want food to be an adventure. They want new
cuisines from exotic lands. They want affordable meals. Most importantly they want food made quickly.
Tai Pei aims to satisfies millennials dire need of convenience.
The campaign will show millennials that Tai Pei is always there when you need it. From the quick
preparation down to the last bite, Tai Pei makes millennials food dreams come true. Tai Pei will show
that their frozen food not only makes their day easier but has fun telling them too. The campaign will
inform and persuade millennials of why Tai Pei provides the most convenient meals. From the long day
at work to the late-night hours of studying, Tai Pei will make your day full in minutes. On the go with
no time to stop, Tai Peis take-out style box makes a great companion. The work fridge is full, dont
worry Tai Pei lives in the freezer.
To inform millennials we will have a character take them on a journey of the bizarre and humorous for
brand awareness and excitement. In order to achieve awareness millennials will find entertainment
as a result of the campaign. Expressing everyday problems with Tai Pei as the solution will resonate
with Millennials. Our brand awareness messages will put a smile on millennials faces similar to when
millennials encounter convenience. To persuade millennials that purchase Tai Pei and other frozen
foods, sales promotions and a loyalty program will convince millennials to buy now instead of later.
By the end of the campaign, Tai Peis sales will increase by 7%. Millennials in the targeted urban
locations will experience the convenience of Tai Pei. Theyll unwrap the box, put it in the microwave,
and within minutes enjoy their Tai Pei adventure.

----------------------- Table of Contents

Company Analysis .............................................2
Research .......................................................... 2
Target Audience ................................................6
Big Idea ............................................................7
Campaign Strategy ........................................... 8
Media ...............................................................8
Creative ..........................................................14
Campaign Evaluation ......................................20
Citations .........................................................20

-------------------------------- Objectives
1. Increase unit sales by 7% at the end of
the campaign.
2. Increase average purchase frequency to
5x 7x per year by the end of the
campaign.
3. Website and social media traffic and
engagement to increase by 30% at the
end of the campaign.
4. Increase brand awareness and perception
of Tai Pei by 30% at the end of the
campaign.

Company Analysis ------------------------------------

--------------------------------------------- Challenges

They started back in 1996 with Sweet and sour chicken. From there, they
expanded their lines to have additional entres and appetizers. Over the years
they have experimented with different ad campaigns but nothing that stands out
from the blur of modern media. Young millennials use social media and make
commercials that are more cringe-worthy rather than intriguing. The hashtags
they have used for twitter campaigns consist of #nationallazyday which does not
show the brand in a positive light. Combining these poor marketing techniques
along with lack of appeal of the product has brought Tai Pei to rethink its efforts
and come up with a new challenge to help their brand.

Challenge presented from case: develop a fully integrated marketing and

retail campaign making the Tai Pei brand relevant to young Millennials (18-25).

We plan on taking Tai Pei and making it the brand that young millennials relate
to. Tai Pei has the ability to take their age and make it an advantage among
other competitive brands. Our plan is to add the excitement and engagement
to Tai Peis promotional tactics that millennials love, while continuing to make
every dollar efficient.
Good Quality
Products

Research ----------------------------------------------Today people live in a fast paced world with busy lifestyles. Millennials ages 1825 that attend college full-time have homework, a part-time job, and participate
in student organizations. Millennials ages 18-25 that did not attend college
have at least one full-time job or two - three part-time jobs. This does not leave
much time for preparation of homemade meals.
Millennials live in big cities to either get a start their career or attend college.
Frozen food meals are purchased frequently in the Midwest and South Central
regions of the United States. Conveniently many millennials live in major cities
located in these regions. Ten cities based on the age 20-24 population were
selected for the focus of our campaign.

1922

1986

1996

Old Brands

Sub-challenges we must be aware of:

Build excitement toward frozen foods
Combat negative aspect millennials have toward frozen foods
Position Tai Pei as a great value product for on the go or at home
Determine the best tools to engage with young millennials

Young Brands

City

Population

% of Total

City

Population

Austin

82,945

12.6%

Dallas

106,190

8.9%

Boulder

17,413

18.4%

Denver

45,534

8.2%

Chicago

239,252

8.3%

Detroit

65,654

6.9%

Cincinnati

31,327

9.5%

Houston

161,754

8.3%

Cleveland

32,061

6.7%

New York 1,244,309 6.6%

% of Total

1989

1948

1950

Bad Quality
Products

spur-of-the-moment food purchase decisions, and have a less stocked kitchen

than other target groups.
With tight budgets, our target audience look for ways to save money on a daily
basis. Millennials want brands that can help them. With 36% of millennials plan
their shopping around coupons and 51% have increased the amount of coupons
used in the past year, Tai Pei can help millennials save money on their next
meal. These digital natives will use the Internet to search for paper and digital
coupons. Lately millennials have used a variety of places to look for coupons
online.

Houston, Chicago, Dallas, Austin, and New York are found to be the top places where
millennials are currently living. Along Simmons One-View indicating that Chicago, Dallas, Detroit,
Cleveland, and New York are the top cities with high indexes where frozen food is purchased.

Our target audiences income and time remains low. Tai Peis product price
fits their income, and prep and cook time will conveniently fit their schedule.
Yet Tai Pei also faces challenges to reach this audience. The first challenge
that can affect our campaign is 35% of Millennials purchase snacks as meal
replacements. They expect snacks to be healthful, flavorful, and portable.
Another challenge is that our target audience wants to live healthier, but have
quick, convenient meals. Millennials perceive the frozen food category as not
healthy compared to making food from scratch. However, our product provides
a quick and convenient meal for our target audience.
Despite negative perceptions, frozen food still plays an important in peoples
lives. Millennials still find fast and frozen food easy and convenient, with 73%
of all households purchase frozen meals. In reality the frozen food category has
a variance of healthy and not healthy brands. Many millennials consider food an
adventure. Forty percent of millennials like to try ethnic cuisines. Also, they make

Websites Used by Internet Users to Search for

Coupons, by Generation, Q3 2015
% of respondents of each group
Millennials Gen X

Baby
Total
Boomers

Retailer Websites
69%
61%
44%
57%
Coupon Websites
66%
59%
39%
53%
66%
58%
40%
53%
Manufacturer/brand Websites
Search Engines
67%
55%
31%
49%
Links from Savings Sites/Blogs 61%
49%
28%
44%
Social Networks
63%
39%
17%
37%
Note: millennials born 1982-1998; Gen X born 1965-1981; baby boomers
born 1946-1964
Source: Valassis, 2K16 Valassis Coupon Intelligence Report: Savvy
Shoppers Provide Reality Check, March 15, 2016

The biggest surprise is that millennials use social media to find coupons. This
exemplifies the importance of social media influencing our target audience.
Recommendations from peers help millennials make decisions in their daily lives
according to 68% of millennials. Millennials take to the Internet, along with
77% of people, who share and provide recommendations online. Its vital to our 3
campaign to have high engagement with our target audience on social media.

Approximately 62% of millennials state if brands engage with them they will
more likely become a loyal customer. Young millennials are found on all types
of social media. By connecting with them on different platforms, we can reach
a larger part of this group to build awareness, excitement, and influence their
purchase behavior.

---------------------------------------- Survey Analysis

Digital ads have a major influence on millennials whether on a desktop or

mobile. Social ads, online display, and online video hold the highest amount of
influence under TV.
Besides social media, over 50% of millennials visit Buzzfeed and other similar
websites. Also, millennials will share articles from sites such as Buzzfeed to their
social media profile. Our target audience will help us create integration for our

Types of Advertising that Are Influential in

Percieving/Valuing a Brand According to US Millennial
Smartphone Users, Jan 2014
% of respondents
TV

70%
60%

Social
Online Display

42%
39%

Online Video
Mobile
Magazines

33%
31%

Billboards

21%

Radio

21%

Note: ages 18-33

Source: Androit Digital, Millennials: The New Age of Brand Loyalty, March 18, 2014

Millennials have multiple factors that influence their purchase of a frozen

food product. The survey questioned respondents on which factors hold the
most important to the least important. The factors in the question include:
brand, convenience, ingredients, nutrition, packaging, price, product recall, and
taste. Based on our survey, 75% of respondents stated that taste is the most
important factor, followed by price with 46% and product recall with 33%. The
top three factors for somewhat important include: convenience (43%), brand
(39%), and price (33%).

Survey Analysis ---------------------------------------Some millennials view ingredients and nutrition as important factors, but do not
let those two factors alone completely influence their purchase decision. Taste,
price, product recall, and convenience reign as the top influences. Yet many
millennials perceive frozen food as not healthy. Based on respondents, 20%
stated they perceive frozen food as not healthy, and 29% stated they perceive
frozen food as somewhat not healthy. None of the respondents stated that they
perceive frozen food as healthy.

Tai Peis brand awareness among millennials split 50-50 which creates a
challenge for the campaign to achieve. Whether respondents heard of Tai Pei
before the survey or not, respondents stated their likelihood to try Tai Pei.
30% of the respondents had a neutral stance on Tai Pei. Approximately 28%
of respondents stated they would likely try Tai Pei, while 19% of respondents
stated they would highly unlikely try Tai Pei. Approximately 16% of respondents
stated they would not likely try Tai Pei, while 7% of respondents stated they
would highly likely try Tai Pei.
To achieve a successful campaign, Tai Pei needs to address millennials most
important purchase factors, while combating the negative health perception of
frozen food and generate excitement for the brand.

Target Audience ----------------------------------------------------------------------------------------------------We plan to reach young millennials (ages 18-25) in target cities. Our demographic has low income with blue collar, entry level jobs, or attend college. This also is
targeted toward college students will even lower income levels. Our target audience will have busy and active lifestyles.
They enjoy watching television, listening to music, and connecting with friends and family. Our group tends to use social media to follow trends and stay up-to-date
on what is happening around them, are not particularly active. This group is located in the early or late majority of the adaptive curve.
In their personal lives, millennials value their social lives. Still single and are renting an apartment or house on the outside of the city. They try to cut corners in different parts of their lives to save money. Coupons and loyalty programs help them to save money and has allowed them to grow closer to the brands.
We plan to reach the target audience in the following urban areas in the United States: Chicago, Houston, New York, Detroit, Denver, Cleveland, Cincinnati, Boulder,
Austin, and Dallas. We plan on heavily promoting in Chicago, Houston, Denver, and Dallas. This also allows us to reach both working class, but colleges that are located in these areas with our marketing tools.

------------------------------------------------------------------------------------------------------ Drew Simmons

Drew Simmons is a single, 23-year-old university graduate who just moved to
Denver, Colorado in search of a job. He is starting at an entry-level job in factory
management, so he can build his way up. He is renting an apartment just on the
outside of the city. In his spare time he loves to ski, and his family got him a season
pass to the nearest ski resort. Drew has racked up the debt from college and is
slowly trying to pay it off, so he tries to find as many ways as he can to save his
money. He competes in social media contests on Facebook to try and win prizes to
keep him involved in what is going on. Other than that, Drew is not very active on
social media. Drew tries to find the quickest way to save his time, so he can go onto
the next fun-filled adventure that awaits him. Drew doesnt have the time to cook
and often eats quick, convenient meals frequently throughout the week. He loves
to try new foods and is constantly picking out meals based off of the variety that is
being offered. Drew is looking for a great tasting meal that he can afford within his
price range, and still hasnt found the right one yet.

Big Idea --------------------------------------------------------------------------------------------------------------

CHINESE
when you please

Campaign Strategy ----------------------------------- -------------------------- Media Budget Breakdown

The Chinese When You Please campaign will put Tai Pei as the exciting frozen
food brand that showcases the product as champions convenience.
The creative will accomplish these three goals:
1. Rebranding Tai Pei to connect with millennials.
2. Introduce Ty, Tai Peis new trade character.
3. Present Tai Pei as the brand of convenience.
The campaign positions Tai Pei as the brand that saves millennials during
their busy day. Convenience is the theme from preparation to traveling.
Tai Pei can stay at home or come to work. Millennials will find Tai Peis
message entertaining with the introduction of Ty. He will show millennials the
convenience of Tai Pei through awkward interactions. Not only will the campaign
raise awareness, engagement will increase between millennials and Tai Pei.

Our first task was to figure out the best way to spend 10 million dollars. After
research and evaluation, we chose the best mediums to reach our target market.
Given our millennial target, we went with a campaign that is modern and takes
a much more digital approach compared to campaigns of the past. Using digital
forums and mobile friendly mediums we have comprised a plan that will raise
the awareness of the Tai Pei brand and engage the audience. Our budget divides
up so that we use every dollar wisely. All $10 million are accounted for. Through
the uses of our mediums we are expecting at least 7,439,428 impressions with
the use of the $10 million budget.
For the $15 million budget we decided to spend the same percent on each
medium as we did in the $10 million budget. This allows us to increase our
reach and frequency. We figured we had the best options possible, why not just
expand the capabilities. With every dollar spent yet again, we raised the amount
of impressions from 7,000,000 to 12,818,643 impressions over the year of the
campaign.

Social Media ------------------------------------------

Snapchat is the largest expenditure for social media. It uses 33.4% of the social
media budget and 10% of the overall budget. We will use sponsored ads placed
after Snapchat stories and feature mini sequences from our Youtube series. It
uses $1,000,000 out of the $10 million budget and $1,5000,000 out of the $15
million budget. Impressions generated are 50,000 and 75,000 for the respective
campaigns.
Tinder is a new form of media. Using Ty the Tai Pei dragon we plan on setting up
a profile for him and responding to those who match with him. Using this data
we generated impressions to be at 838,709 at $0.31 an impression. We spent
about $260,000 in the $10 million budget to get these impressions. For the $15
million budget we spent about $390,000 and generated 1,300,000 impressions.
This was 2.6% of our budget.

The first breakdown of the budget evaluates the social media strategies. For
Facebook, we allocated approximately 9% of the budget. This includes banner
ads and sponsored ads that direct people to the updated Tai Pei website. For the
$10 million budget it uses $945,000 and generates 157,762 impressions at a
cost of 5.99 CPM. For the $15 million budget we plan on using $1,417,500 and
generating 236,644 impressions. Facebook uses approximately 33.5% of our
social media budget.
Next, we have Instagram. We will use photos of the product and other small
content throughout the year, Instagram uses a smaller portion of the budget
at 5% of the overall budget and 18% of the social media budget. At the $10
million budget we spend $509,000 on it generating 157,762 impressions at
a cost of $5.78 per thousand. The increased budget will expand reach and
frequency, and increase the amount of sponsored accounts and ads to achieve
132,093 impressions for $763,000.

Finally we have Twitter which will get the smallest portion of the social media
budget since millennials are less engaged with W takes up 3.9% of the social
media budget and 1% of the overall budget. This allocation promotes our
account on twitter as a sponsored account. It cost about $3.63 CPM and cost
$109,000 and $163,500 respectively. Twitter generates about 30,000 and
45,000 impressions for the year.

Digital Media ------------------------------------------

maintain the site. We put about $40,000 and $60,000 into the site and this is
0.4% of the budget. This can be combined with other marketing cost in the long
haul.

------------------------------------------ Online Media

Next we have digital which is accounts for 33% of our overall budget. This
includes Youtube, Pandora and the Tai Pei website. Youtube represents 12% of
our overall budget. We plan on putting sponsor ads as well as the homepage
takeover. For the $10 million budget we allocated $1,291,000 toward it at a
CPM of $7.6. That will generate about 169,000 impressions. For $15 million
budget, we plan to spend $1,900,000 on Youtube ads and bringing in about
3,000,000 impressions.
Pandora is the next medium we use and the largest portion of both the digital
budget and overall budget. The campaign will run video and banner ads, the
Pandora ads take up 20% of the overall budget. We plan on getting 80,000
impressions from the $10 million budget when we spend $2,000,000 and
$120,000 from $3,000,000 in the respective budgets. The cost breakdown is
$25 CPM.
Next we have the Tai Pei website. We allocated funds in order to redesign and

Today, Millennials find their news from online news sources. They cut the cord
on normal broadcast channels and television and find other measures to get
their news. Three popular mediums for millennials are Buzzfeed, Elite Daily, and
Mashable.
Buzzfeed and Mashable have the exact same CPM, $8. We allocated $160,000
and $240,000 towards the two budgets. They will generate about 20 thousand
and 30 thousand impressions throughout the campaigns.
We also chose to do Elite Daily. Elite Daily had a lower price of $7. We budgeted
for $140,000 and $240,000. Things brings up the impressions to 20,000 and
30,000. The percent of the budget for these three outlets is 4.6% which is the
lowest percentage.

10

Out of Home ------------------------------------------

--------------------------------------------- Production

Out of home breaks into two more traditional tactics, box coupons and bus
stops. Bus stops takes up 54.7% of the out of home budget and covers the cost
to implement digital bus stop ads in New York, Chicago, Austin and Houston.
These four cities have the highest millennial levels and we discovered this is
were the most efficient way to advertise. For the 10 million dollar budget, we
spend $1,085,000 on the ads. This generates 3.6 million impressions. For the
15 million dollar the stops will generate 7.2 million impressions at a cost of 1.6
million dollars. This will be about 10% of our overall budget.
Our box coupon will run once during the duration of the campaign and will
be included on the boxes of Tai Pei. We spent about $900,000 to cover these
costs, hats 9% of the budget. With the 15 million budget we plan to spend
$1,300,000 on the coupons to cover cost.

The production section of the budget breaks down the Youtube series and the
Loyalty program. This section takes up 14% of the budget. The Youtube series
features Ty the dragon and his crazy stunts. To produce the series, we budgeted
for $601,000 in the $10 million budget and $901,020 in the $15 million budget
which equals 6% of our overall budget. Using this cost we are expecting 2
million and 3 million views/impression respectively.
The Loyalty program accounts for all the different parts from coupons to chopsticks. We allocated 800 thousand out of 10 million and 1.2 million out of the
15 million dollar budget. This is 8 percent of the overall budget.

11

10 Million Dollar Budget

MEDIUM
CPM
Impressions
total
percentage
Facebook
5.99
157,762.00
945,000.00
0.0945
Dont use any of this
Instagram
5.78
88,062.00
509,000.00
0.0509
Social Media
0.2823
snapchat
20
50,000.00 1,000,000.00
0.1
Digital
0.3331
Youtube
7.6 will follow
169,868.00
1,291,000.00
Online and
News advertising
0.046
For
our campaign, the schedule
a flighting
pattern.0.1291
In April we begin with Facebook
every other month. This ends in February of 2018. On
Youtube series
2,000,000.00
601,000.00
0.0601
Out of Home
0.1985
the
months we do not run Facebook
we
will have Instagram running.
These end in March of
2018. Snapchat0.1401
starts in August of 2017 and ends in December. This
Pandora
25
80,000.00 2,000,000.00
0.2
Production
allows
for
us
to
hit
the
target
audience
as
many
are
starting
classes
for
school
so
Snapchat
is
more
active
as
people
meet and add each other on the app. Twitter
Tinder
0.31
838,709.00
260,000.00
0.026
1
Buzzfeed
8
20,000.00
160,000.00
0.016
Buzzfeed
0.347826087
runs on and off for 2 months at a time. This is to promote the account over a longer period of time. Youtube will start in May with a homepage
takeover. It will
start
Elite Daily
7
20,000.00
140,000.00
0.014
Elite Daily
0.3043478261
sponsored
post towards November
and
the colder
months. Pandora
will follow the same pattern as Twitter hitting on two months and off two
months. This again
Mashable
8
20,000.00
160,000.00
0.016
Mashable
0.347826087
helps
in September
for back 0.004
to school and then reappear in January and February for the month of love. Buzzfeed, Mashable, and 1
Websitewith longevity. Tinder will appear
365,000.00
40,000.00
LoyaltyDaily
Program
Facebook
0.3347502657
Youtube
0.3875712999
StopsMashable
0.5465994962
Elite
appear for 4 months each at different800,000.00
times. We start0.08with Buzzfeed for
April through
July, Elite
Daily for August
through NovemberBusand
for
Bus stops
3,600,000.00 1,085,000.00
0.1085
Instagram
0.1803046405 Pandora
0.6004202942
Box Coupons
0.4534005038
December
through
March.
When
school
starts
up
in
August,
we
have
bus
stops
ads
starting
in
September
and
October.
The
box
coupons
will
be
added
in
August
as 1
Box Coupons
900,000.00
0.09
Snapchat
0.3542330854 Website
0.01200840588
Twitter starts and is only for 3.63
30,027.00
109,000.00
0.0109
Tinder
YT Series per month
0.4289793005
school
that month.
They expire
at the end
of the September.
Finally the0.0921006022
Youtube series will release with 21episodes
in April through
7,439,428.00
10,000,000
1
Twitter
0.03861140631
Loyalty Program 0.5710206995
June, August through September and January through March.
1
1

10 Million Dollar Budget Media Schedule ----------------------------------------------------------------------

10 MILLION DOLLAR BUDGET- SCHEDULE

April 2017 MAY
Facebook
Instagram
snapchat
Twitter
Youtube
Pandora
Tinder
Buzzfeed
Elite Daily
Mashable
Bus stops
Box Coupons
Youtube Series

JUNE

JULY

AUGUST

Start the social media competition

Start Youtube Sponsor ads
SEPTEMBER OCTOBER
NOVEMBER DECEMBER

JANUARY

FEBURARY

March 2018

Youtube Takeover

http://fortune.com/2015/06/22/tinder-advertising-brands/
http://expandedramblings.com/index.php/tinder-statistics/

Tinder

Starts and ends

12

---------------------------------------------------------------------- 15 Million Dollar Budget Media Schedule

15 Million Dollar Budget
MEDIUM
CPM
Facebook
Instagram
snapchat
Youtube
Youtube series
Pandora
Tinder
Buzzfeed
Elite Daily
Mashable
Website
Loyalty Program
Bus stops
Box Coupons
Twitter

Impressions
5.99
5.78
20
7.6

total

236644
132093
75000
254865
3,000,000
120000
1300000
30000
30000
30000
365000

percentage
1417500
763500
1500000
1936980
901020
3000000
390000
240000
210000
240000
60000
1200000
1627500
1350000
163500
15,000,000

0.0945
0.0509
0.1
0.129132
0.060068
0.2
0.026
0.016
0.014
0.016
0.004
0.08
0.1085
0.09
0.0109
1

For the bigger budget we follow similar patterns. Facebook and Instagram will be on and off but the ads will be more frequent given the larger allocation. Snapchat
and Twitter will also stay during the same times with more frequent ads. Youtube will do the takeover in May and this time will include running ads in August and
25
September. Pandora now0.3 runs 3 months in a row and then stops. It does this three times in the campaign running more ads and gaining an extra month over the
10 million dollar budget 8schedule. Tinder gains more time in August for the back to school time. The three news outlets gain an extra month each and now overlap
7
during the months of August,
November and December. Bus stops now go from September to December with the larger budget. The coupons stay in August but a
8
larger amount will go out to the public. Finally the Youtube series will run 4 episodes a month for the four three month periods.
7200000
3.63

45041
12818643

15 MILLION DOLLAR BUDGET- SCHEDULE

Start the social media competition

April 2017 MAY

Facebook
Instagram
snapchat
Twitter
Youtube
Pandora
Tinder
Buzzfeed
Elite Daily
Mashable
Bus stops
Box Coupons
Youtube Series

JUNE

JULY

AUGUST

SEPTEMBER

OCTOBER

Start Youtube sponsor ads

NOVEMBER
DECEMBER

JANUARY

FEBURARY

March 2018

Youtube Takeover
Tinder

Starts and ends

13

Social Media -----------------------------------------Facebook, Twitter, and Instagram

As the campaign runs its course, it will continue to have a great impact on
young millennials. During the beginning of the campaign, we will encourage
this group to connect with Tai Pei on Facebook, Twitter, YouTube, and our newly
started Instagram account. Facebook holding the 72% of all Internet users in
their back pocket, will allow us to connect with the 82% of Facebook users
between 18 and 29 years old.

However, people will only tweet, share, and post about the campaign so many
times before they get bored. Starting in October and ending in November,
people can submit their ideas for the remaining mini series. This will increase
buzz about Tai Pei again at the end of 2016. To encourage fun and crazy
content, our agency will rank the submitted commercials from best to worst.
The top 3 submissions will receive a cash prize and have their commercials
incorporated into the mini series.

Twitter and Facebook will be one of the first places the new brand personality
and Ty will be introduced. These outlets will also be encourage members to
share the content from our website, mini series, and other sponsored content.
Video content has become a large part of 2016 social trends. We will work to
develop content from our mini series and develop gifs to make our content pop
from others. We will also be able to connect with our target audience through
Instagram. Instagram has 28% of total users on the Internet. Approximately
55% percent of use user are between the ages of 18-29.

14

Tinder and Snapchat

We will also connect with our members on Tinder and Snapchat. Snapchat has
grown into an in demand app for Millennials and Generation Z. Not only will
this app connect with the audience, we will stamp the Tai Pei brand on the mind
of Generation Z before they start their own lives. We will have clips of our mini
series that will encourage people to ask what happens next and direct them to
our website.

Digital Media -----------------------------------------Pandora

Pandora will be very similar to our Snapchat advertising. The second largest
group of lessons on Pandora are millennials are between the ages of 18-24.
Pandora ads will introduce clips of our mini series in our video advertising.
We will also place digital ads, that will like users to our website to explore our
campaign, mini series and loyalty program.

We plan on to use Tinder to increase the connection between young millennials

and Ty the Dragon. Tinder dominates with 79% of their users being millennials
between the ages of 18-29. From that 73% of all college students use, and
consider Tinder to be their favorite dating app. Tinder to be introduced in
September and again in January and February. This lovable awkward creature
will make people laugh and have fun connecting with this little guy. Every
conversation with Ty will lead to engagement on social media and word-tomouth with friends of tinder members who swipe right. Ty will look like his
2D counterpart used in other materials. Millennials will be able to make the
connection by his appearance.

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SEO
The organic search strategy will save dollars spent on Google AdWords and
deliver long-term results with search engine rankings.

Key Metrics
Tai Peis keyword selection will generate traffic to their website and retailer
websites that carry the product. Even though frozen food is not a popular
searched product, we understand that it is important to make it easier to find
the product and the campaign. Adding the keywords listed below, will connect
with the marketing campaign which will add another way to get the product
into the consumers hands.

Organic Search Traffic

Bounce Rate
Conversion Rate

These Tactics Will...

News Outlets

Increase search engine rankings to the top three search results for
selected keywords in four months,
Increase brand awareness of Tai Pei through optimization,
Increase conversion rate of coupon redemptions by 20% at the end of the
campaign.

Keywords
Tai Pei Coupon
Name of Entre Frozen
Frozen Chinese Food
Frozen Food Coupons
Ty Dragon
Series Name
Quick Frozen Food Meals

Tai Pei Near Me

Frozen Asian Food
Tai Pei Loyalty Program

Returning Users
Keyword Rankings
Backlinks

Pages Per Visitor

Average Time On Page
Social Media Traffic

Online Media -----------------------------------------News is an important part of every demographic in the United States. Eightythree percent of millennials, between the ages of 18-29, have been found to
keep up-to-date on current news. Along with paying more attention to break
national and local news. The web continues to be a popular for all groups to
find news. Seventy-three percent of our age group find a majority of their news
through the Internet. With Buzzfeed, Elite Daily, and Mashable being some of
the more popular new streaming website. Static and moving banner ads will
grab their attention to encourage members to click links to learn what they can
benefit from the ads.

Tactics
Voice Search: Link Tai Pei digital content to all digital platforms
utilized.
Keyword Implementation: Provide links to coupon redemption page and
loyalty program page.

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Out of Home Media ---------------------------------- ------------------------------------ Production Media

Coupon

Loyalty Program

The mobile coupon on the package will be inserted on packaging August 2017.
Users can scan the QR code on Snapchat to redeem the coupon. The call-toaction will influence millennials since the majority use Snapchat regularly. By
introducing Snapchat with our QR codes, young millennials will be more willing
to engage with ads including a QR code.

The loyalty program is developed in encourage people to purchase more

produces that they enjoy. The loyalty program will be connected to the website
where people can login. People receive an online punch card where members
can earn prizes and coupons for Tai Pei Products.
The website will also include a tab that has the website well explain the
campaign and have a connection to the social media and mini series and other
advertising campaigns. This will in place of their good fortune tab they currently
have.
The rewards program will be on a 10 punch system. The first 10 punches
will earn customers a pair of decorative, collective chopsticks; the second 10
punches will earn customers a free single serve entre; and the third 10 punches
will earn customers a free appetizer.

Bus Stops
Bus stop advertisements will run from September 1st, 2017 to October 31st,
2017 in Austin, Chicago, Houston, and New York City. Users will scan the QR
code on Snapchat to redeem the coupon. For the 15 million dollar budget, the
ads will run September- December.

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Mini-Series
The mini-series will air April 1st, 2017 - June 30th, 2017, August 1st, 2017 - October 31st, 2017, and January 1st, 2018 - March 31st, 2018. The series has a 15
minute runtime. The series will spotlight Ty and his awkward experiences with millennials.

OPEN TO SCENE OF TWO GUYS WALKING

INTO A GYM, LAUGHING AND BEING GUYS.
ONE GUY HOLDING A CELLPHONE.

CUT TO CELL PHONE SCREEN WITH SCREEN.

LOCKER IN THE BACKGROUND. VIEW
MESSAGE SAYING SENT FROM MAN SAYING
DO YOU WANT TO HANG OUT? SURE
AWESOME CAN YOU COOK DINNER?

CUT TO MAN FACED SHOCKED, DRAMATIC

MUSIC STARTS, CAMERA STARTS CUTTING
CLOSER TO HIS FACE THREE TIMES

GUY TURNS TO OTHER GUY SHOWING THE

PHONE MESSAGE
Guy: what should I do about dinner tonight?

chinese when you please.

CUT TO FACING TO LOCKER. MAN
CONTINUES TO LOOK BACK AT THE PHONE
WHILE OPENING LOCKER. SMOKE ROLLS
OUT OF THE LOCKER. SEE MAN FANNING AIR
NEXT TO LOCKER. AND OUT POPS TY, SLOWLY
PUSHING THE TWO TAI PEI BOXES AND
SMOOTH TALKS TO THE GUY.
Ty:Tai Pei when you please. Easy to cook and
never have to worry about ruining your girls
dreams on date night.

CUT TO BOTH GUYS STARING AT TY. GUY 1

GRABS THE BOXES AND STARES AT THEM
AWKWARDLY. GUY 2 EXPRESSES SHOCK. GUY
1 LOOKS BACK UP

CUT BACK TO THE DRAGON WITH MAKE UP

AND PUTTING ON A WIG. (VOICE CHANGED
INTO HIGH PITCH)

CUT TO BLACK WITH LOGO

(3 SECONDS)
ANNCR: Tai Pei. Chinese when you please.

Ty: Preparing for our date!

Guy: Dude, what are you doing?

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GUY IN SUIT DRIVING CAR AND STUCK IN

TRAFFIC (5 SECONDS)

CUT TO HIM HONKING; TIME ON SCREEN

4:30 (3 SECONDS)

CUT TO HIM YELLING OUT THE WINDOW;

TIME ON SCREEN; 4:50
(3 SECONDS)

CUT TO HIM IN FRUSTRATION PUTTING HEAD

BACK; TIME 5:15
(3 SECONDS)

Guy: This is going to take years to get home

Guy: MOVE IT LADY!

chinese when you please.

CUT TO HIM CRYING; 5:45
(3 SECONDS)

SMOKE APPEARS IN PASSENGER SEAT AND TY

APPEARS (25 SECONDS)

Guy: What kind of music do you like? (5

seconds)

CUT TO BLACK WITH LOGO

(3 SECONDS)

T: Hey buddy why not try some of Tai Peis

delicious orange chicken?
G: Where did you come from?!!? TRYING
TO CLEAR SMOKE
T: Thats not important right now. What is
important is that Im here to help alleviate
your hunger. Its chinese when you please!
G: (LOOKS AROUND) Wait am I in a
commercial?
T: ...No
GUY GIVES DRAGON STRANGE LOOK
G: Eh okay GRABS A BOX OF TAI PEI
CUT TO THEM EATING

CUT TO THEM ROCKING OUT TO POUR SOME

SUGAR ON ME (3 SECONDS);CUT TO THEM
JAMMING TO BARBIE GIRL (3 SECONDS);
CUT TO DANCING TO GO SHORTY ITS YOUR
BIRTHDAY (3 SECONDS)

ANNCR: Tai Pei. Chinese when you please.

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Campaign Evaluation -----------------------------------------------------------

---------------- Citations

As the objectives are reached, its important to track and measure KPIs (key performance indicators) to ensure
success. Primary KPIs will focus on sales, ROI and purchase frequency. Secondary KPIs will focus on digital analytics
and consumer awareness and perception.

Access Development
Ad Age
Ad Week
Ala National
Blueline Media
eMarketer
Expanded Ramblings
Forbes
Fortune
IbisWorld
Inc
iSpot TV
Pew Internet
Refrigerated Frozen Food
Tai Pei
That Food Guy
Transit Chicago

Objectives
Increase unit sales by 7% at the end of the campaign.
Increase average purchase frequency to 5x 7x per year.
Website and social media traffic and engagement to increase by 30% at the end of the campaign.
Increase brand awareness by 30% and increase the positive perception of Tai Pei at the end of the campaign.

Measurements
Nielsen retail data will track and measure sales during the campaigns life. ROI will also help determine growth.
Loyalty program data will track how many joined and how many units purchased by our most loyal customers.

Coupon redemption rates will also measure frequency.
Analytics for the website such as keyword visits, direct visits, click-through rate, conversion rate, bounce rate, and

length of visit per page will determine growth. Analytics for social media such as click-through rate, shares,

comments, brand mentions, profile visits, length of visit per page, followers, and new followers will

determine social media growth and engagement.
Surveys and focus groups will help determine the intrinsic value Tai Pei. Surveys will focus on brand awareness,

while focus groups will focus on perception.

Expected Results
Sales will have increased by 7% at the end of the campaign.
The increase of Tai Peis average purchase frequency will increase our target markets consideration to 55%.
Through a more engaged digital campaign, online website and social traffic and engagement will increase by 30%.
Increase brand awareness by 30% and increase the positive perception of Tai Pei at the end of the campaign.

Media & Financial Metrics

Campaign Spent: $10,000,000
Media Impressions: 7,439,428

------------------ Agency
AIMC 488 Campaigns course at Ferris
State University. Developed in Fall 2016.
Inspired by 72andSunny
Project Manager: Corey Saladin
Media Director: Tyler Thompson
Research Director: Austin Vela
Campaign Director: Shelby Washkevich
Creative Director: BreAnna Williams

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