YETI Hard Coolers

Get Game Day YETI

MKTG 384: Integrated Marketing Communications

January 2020-December 2020

James Madison University

Cool Creations

Canessa Collins

Patrick Carr, Casey Cunnane, Isabella DeLuca, Julia Francione, Kristen LaPrade

April 18th, 2019

 TABLE OF CONTENTS

Title Page …................................................................................................................................... 1

Table of Contents …...................................................................................................................... 2
Agency Philosophy ….................................................................................................................... 3
Executive Summary …................................................................................................................... 4-5
Review of Marketing Plan …........................................................................................................ 6-12
Marketing Goals …....................................................................................................................... 12
Promotional Program Situational Analysis................................................................................ 13
TV Storyboards …....................................................................................................................... 14-15
Radio Scripts………...…............................................................................................................... 15
IMC Objectives and Strategies ................................................................................................... 16
Creative Recommendations …..................................................................................................... 17
Media Recommendations …........................................................................................................ 18
Media Mix Recommendations…..…………….............................................................................. 18-19
Media Flowchart …...................................................................................................................... 20
Magazine Print Ad Execution Examples …................................................................................ 21
Sales Promotion, Direct Marketing, Interactive, Public Relations, Personal Selling, Advertising Recommendations……. 22-25
Internet Execution Examples …………...….................................................................................. 26
Public Relations Press Release …............................................................................................... 27
Out of Home and Event Sponsorship Examples ..................................................................... 28
Campaign Flowchart ….............................................................................................................. 29
Measurement and Evaluation …................................................................................................ 29-30
Budget Breakdown …................................................................................................................ 31-33
Budget Summary ….................................................................................................................... 33
Conclusion …............................................................................................................................... 34
Appendices ….............................................................................................................................. 35
References …............................................................................................................................... 36

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 Our Philosophy

The intention of our company is to encourage our employees to reach their

full potential; this will improve the services Cool Creations provides. We believe in

strong team cooperation that will aid us in achieving synergy among our passionate

and hardworking employees. This will allow us to create the most innovative and

effective ads for our clients. The culture of our agency supports openness in

discussion of ideas which results in distinctive, individual strategies that can be

implemented during the creation of the ads and makes our company stand out from

the competition. Our main goal is to uphold the visions of our clients and meet their

unique expectations with every advertisement that we create. Cool Creations will use

our highly-motivated team to create engaging advertisements that will resonate with

every person that experiences them. This will ensure to our clients that their products

and services will meet a wider target audience and their overall advertising

objectives.

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 Executive Summary

Major Target Audience:

Our major target audience is men and women between the ages of 18 and 25 years old attending

one of the Big Ten Universities. We will specifically target college sports fans, as they are more

likely to attend tailgating events and want to purchase paraphernalia with a college logo on it.

Time Period of the Plan:

This campaign with run for one year from January 1, 2020 to December 31, 2020.

Campaign Objectives:

• Increase sales volume by 15% within our target market.

• To increase brand switching by 10% within our target market.

• To increase awareness of and interest in the collegiate cooler collection within our target

market by 20%.

• Stimulate trial and adoption by bringing in 1,000 new customers through repositioning

coolers to be used at college tailgates.

Campaign Theme:

Get Game Day YETI

Summary of all Promotional Sections:

The majority of our budget will go towards Internet and Interactive Marketing promotions. We

believe these strategies are the best way to reach our target market since men and women in the

college age range grew up using technology and use social media and the internet as their main

source of their communication. Additionally, we will utilize college email lists to reach them. We

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will also expand the existing brand ambassador program and select new influencers that

consumers who may not be purchasing the coolers specifically for outdoors activities can identify

with. Lastly, will engage in direct marketing promotions doing event sponsorships. Our main

focus would be working with ESPN College Game Day, but we will also sponsor concerts,

festivals and other sporting events at Big Ten Universities.

Overall Budget Total:

$8,000,000

Evaluation Program:

This campaign will be measured through comprehension and reaction tests, tracking response

rates, and sending post-purchase emails to evaluate activities. To evaluate at the end, YETI will

use the exposure method and implement post-event focus groups. These tactics will allow for

measuring of the overall effectiveness of the campaign.

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 Review of Marketing Plan

Industry Background:

Size

• The US Athletic & Sporting Goods Manufacturing industry (which encompasses golf

equipment, playground equipment, fishing and tackle equipment, and other sporting and

athletic goods) reached a total revenue of $9 billion in 2018 (IBISWorld).

Growth

• The Athletic & Sporting Goods Manufacturing in the US industry has grown by 0.2% over

the past five years (2013-2018). YETI’s earnings in 2015 were $14.2 million and in 2016 they

were $72.2 million. Sales increased from $147.7 million in 2015 to $468.9 million in 2016.

Current Trends Affecting the Promotion Program

• Trends toward outdoor use, targets upper middle class/wealthier men.

Macro-Environment Factors

• Demographic

o college students may not have the money to buy high end YETI products

• Economic

o international demand for industry products has been hindered as domestically

produced goods become comparatively more expensive on foreign markets,

decreasing export.

• Technological

o potential new cooler technology

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 • Political

o New taxes, less money for high end products

• Legal

o Can only put college logos on YETI products if they are licensed

• Social

o Some people do not necessarily value cooler brand names

• Cultural

o Some cultures do not value sports tailgating as an important activity

• Environmental

o Less buyers in urban environments due to current promotion for outdoors

Company Snapshot:

Yeti Holdings, Inc. designs, markets and distributes outdoor products for the leisure and

recreation market under YETI brand primarily in the United States. The company's products are

designed for use in both recreational and professional outdoor activities, including hunting,

fishing, camping, barbecue, farm and ranch activities and others. Yeti Holdings, Inc. is

headquartered in Austin, Texas. Yeti Holdings Inc. is number one in the leisure and recreation

industry. (Snapshot Research)

We are a rapidly growing designer, marketer, and distributor of premium products for the

outdoor and recreation market. Our brand promise is to ensure each YETI product will deliver

exceptional performance and durability in any environment. By consistently delivering on this

promise, we have built a following of passionate and engaged consumers, ranging from serious

outdoor enthusiasts to individuals who value products of uncompromising quality and design. The

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increasing demand for our innovative products is evidenced by our net sales growth from $89.9

million in 2013 to $468.9 million in 2015, representing a compound annual growth rate, or CAGR,

of 128%. Over the same period, our operating income increased from $15.2 million to $127.9 million,

representing a CAGR of 190%. See "Summary Consolidated Financial and Other Data" for year-

by-year results, which reflect annual volatility not included in CAGR calculations.

Market Share, Sales, Growth:

• Sales history: YETI’s earnings in 2015 were $14.2 million and in 2016 they were $72.2
million. Sales increased from $147.7 million in 2015 to $468.9 million in 2016. They sell their
products in over 6,000 retailers such as West Marine, Bass Pro, Cabela’s, REI, and Dicks
Sporting Goods.

• Market share: In 2017, Yeti had USD $639.24 million in revenue. The US Athletic &
Sporting Goods Manufacturing industry (which encompasses golf equipment, playground
equipment, fishing and tackle equipment, and other sporting and athletic goods) reached
a total revenue of $9 billion in 2018 (IBISWorld). Therefore, YETI holds about 7.10% of
the industry sales.

Strengths Weaknesses
• Exceptional quality/ functionality • Targeted at only a small target market (outdoorsy
• Durability/ long lasting people/ men)
• Customizable • Heavy/ difficult to lift
• Keeps liquids/ foods cold for long periods of • Wheels are sold separately (more expenses)
time • Not too many color/ customizable options
• Versatility • Perceived to only be used in certain seasons
• Good customer reviews
• Popularity/ brand loyalty “cult brand”

Opportunities
• Opening to new target markets
• Event sponsorship (i.e. ESPN College
Game Day)
• Product development in cooler appearance
Threats
• Competitors with similar ice preservation
technology/ capabilities
• Competitors with cheaper prices

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Key Benefits & Brand Image:
• It is a cooler “built for the serious outdoor enthusiast rather than for the mass-discount
retailers” and they emphasize their extremely high quality in all their marketing, calling it
virtually indestructible on their website

• All features are described using words with strong connotation emphasizing high quality
through each of their features ex: Neverfail, TRex, Bearfoot, Double-haul, Anchorpoint

• “Ice stays ice” repeated throughout cooler descriptions with the science of their “unmatched
ice retention” explained

• They want their brand to reflect a fun, casual vibe

o The descriptions for each cooler includes how many beers you can fit in it

o Have a college section on their website that references at tailgating

Positioning:
When consumers think of YETI hard coolers, the first things that come to mind are its superior
ice retention capabilities, along with its high brand loyalty. YETI has built its brand on these two
aspects, resulting in a cult brand with few brand name competitors. Once a YETI customer,
always a YETI customer.

Perceptual Map:

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 Competitive Review and Buyer Analysis

Competitive Review:

There are many competitors who have adopted YETI’s model of coolers and other products.

YETI’s main competitors for their coolers include Orca, RTIC, and Grizzly Cooler. Orca Coolers

is in the retail distributors field and generates .06% of YETI coolers revenue. Orca Coolers have a

similar appearance and design as the famous YETI design. Their cooler comes in a variety of colors

and is designed to keep items cool and fresh for up to 10 days. Orca uses Brett Favre as a company

spokesperson and their coolers are sold for around $100 less than YETI coolers. RTIC Coolers

manufactures and sells rotomolded coolers, which have a similar design and usage as a YETI

cooler. RTIC is one of the biggest direct competitors of YETI because they sell similar products

for a lesser price. RTIC coolers also come in about $100 cheaper than YETI coolers. Grizzly

Cooler designs and manufactures coolers for hunting, camping, fishing, tailgating and other action

sports. Grizzly coolers are 40-quart where YETI coolers are 45-quart, so there is less volume and

the cost is $125 cheaper than YETI coolers.

Buyer Analysis:

User Profile:
• Demographic:
o Age- 18-22
o College students
o Gender- Boys and girls
• Geographic:
o Areas with well-known colleges (big 10)
• Psychographic:
o Brand recognition
o Social status
o Motivated by school pride and the desire to belong
o The desire to be active especially outdoors

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Buying Decision Process:
• When attending college, parents and the college attendees themselves typically find
themselves needing certain items, one of them being a cooler for future tailgates. This is
where the problem or need recognition comes in and the parent or college student begins
to search for more information. The decision to buy a cooler can either be an extended or
limited one depending on the money the person is willing to spend and the quality they feel
they need. Since YETI is known for their exceptional quality and functionality, their price
is also more expensive than the competition which makes this an extended decision. The
potential buyer may search on the company’s website, YouTube advertisements, or ask
their friends to see how other people or friends have enjoyed their YETI hard cooler. After
gaining all necessary information, a list of potential alternatives is typically made in order
to weigh the pros and cons of each one. Common alternatives typically include Igloo,
Pelican, RTIC, and Contigo who all position themselves as lower-priced options.
Choosing a YETI cooler than any of the alternatives mainly comes down to a matter of the
quality of the product and the brand image it elicits. After deciding on the YETI, the
consumer will physically make the purchase and participate in any post purchase behavior
in order to portray if they were satisfied or dissatisfied with their decision usually through
social media, word of mouth, or reviews on the company’s website.

Who Buys the Product?

• College students
• Parents who kids are going to college
Who Influences the Purchase Decision?
• Typically friends of college students as well as parents
Who Makes the Decision?
• College students
• Parents
Decision Criteria:
• Quality
• Durable
• Customizable
• Functional
• Brand name

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Primary Research:
• Comments from real YETI Customers:
o “Great cooler and lives up to the hype! Worth paying the extra money for it in my
opinion. We had it out on a boat for 6 hours not shielded from the sun and it was
mid 90s all day. Everything kept very cold and there was still plenty of ice and my
ice packs were still practically bricks. Also, very sturdy design, this thing easily
doubles as a seat and looks like it could survive a nuclear blast with how thick it is.”
o “Absolutely as good, if not better, then everyone says. I keep it in the bed of my truck
24/7 as I more or less live on the road and this thing has helped make that possible
before I’m able to acquire more expensive equipment. Without electricity, a
refrigerator is out of the question but with my Yeti, that’s fine! In the hotter months
(NC, TN, GA) up to 95-105 degree temps, and little to no time in the shade, I’ve
still had ice 48 hours later! And that’s the MINIMUM!!!”
o “YETI everything is the only way to go. I literally check every day for these short
films. These films literally inspire me every time. Love it. Don’t stop! #Texasmade”
o “I'll have this cooler forever and never worry about food spoiling for days. No cooler
even comes close to keeping ice frozen and food and drink chilled.”
o “We purchased this for my son as his high school graduation gift. He was thrilled
to finally have a YETI cooler and over the moon to have the official Alabama logo
on the lid. The cooler is everything you would expect from a YETI product. Well-
constructed and incredibly insulated.”

Marketing Goals

Marketing Goals:

o Increase sales volume by 15% within our target market of college students in the next year.

Communication Objectives:

o To increase brand switching by 10% within our target market

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 o To increase awareness and interest within our target market by 20%.

o Stimulate trial and adoption by bringing in 1,000 new customers through repositioning

coolers for

Promotional Program Situation Analysis

Past Spending:
• $8,000,000 Advertising Budget
Promotion Mix:
• Promotional theme: Built for the Wild
Share of Voice:
• As a “cult brand”, YETI dominates compared to competitors in the hard cooler market
Message Strategies:
• Use of storytelling to emphasize the need for YETI products to enhance the experience of
outdoor adventures, while showcasing the durability and ice-retention capabilities of
products
Media Strategies:
• Commercials and social media

Instagram: Twitter:
• Followers: 1.1 M • Followers: 118.2K
• Following: 1,053 • Following: 5,180
• Posts: Outdoorsy pictures and videos • Posts: Showcase YETI products and their
focusing on YETI products and their uses in uses for every day and outdoor adventures.
nature

Facebook: YouTube:
• 948,868 likes on their page • 84,038 subscribers
• Contact information and background on the • Videos: commercials, podcasts, videos of
company (“Our Story”) uses for specific products
• Photos and information about products for
direct shopping
• Posts: Photos and videos with outdoorsy
uses of products

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 TV Storyboards
Storyboard 1:

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Storyboard 2:

Radio Scripts

Item Description
Gender Male or female
Length :30
Target Demographic College students
Character/ Narrator Sales representative
Vocal Direction Upbeat, excitable, exaggerated sound
Suggested Music Pop music, cheerful
Suggested Sound Effects Sound of beer opening, ice poured into
cooler, fans cheering

Ready for some fun with your friends and family at tailgates this upcoming football season? Not
without your YETI hard cooler! YETI gives everything you need to have a memorable tailgate
experience at your college game day by providing the convenience & quality you need! Before

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heading to that first game, be sure to buy your YETI hard cooler to start the tailgate season off
right! Get game day YETI!

Item Description
Gender Male
Length :30
Target Demographic College students
Character/ Narrator Announcer
Vocal Direction Upbeat, energized, powerful
Suggested Music Pop music
Suggested Sound Effects Opening a beer can, pouring of ice, fans
cheering

Are you tired of drinking warm beer or beverages? Do you find your friends leaving your tailgate
early because the ice in your cooler can’t hang? It’s time to be the tailgate champion you were born
to be. Trust YETI hard coolers to outlast even your wildest tailgate experience. With legendary
durability and ice-retention capability, YETI hard coolers are built for the most extreme
conditions. And our exclusive collegiate collection is the perfect way to show your school spirit.
Shop now with your student ID for 10% off a cooler with your school logo. So, what are you waiting
for? Get game day YETI!

IMC Objectives and Strategies

The role of YETI’s marketing communications program is to work in conjunction with other
marketing and promotional programs to provide a consistent and unified message to internal and
external audiences. The strategies that YETI will use include targeting college students during
their social consumer decision journey by advertising through channels such as social media, to
eventually create strong consumer bonds with YETI coolers. Another strategy will be to attempt
to use the cognitive response approach to create a favorable brand image of YETI. The marketing
communications program will attempt to conceive support arguments and ad execution-related
thoughts that consumers will partake in that contains the information that YETI’s advertisement
conveys. In addition, the marketing communications program will attempt to use the central route
on the elaboration likelihood model through a persuasive advertisement. The strategy to obtain
the consumers central route will be possible by having an attention-grabbing and persuasive
advertisement that gives consumers the ability and motivation to pay close attention to the
advertisements message.

The integrated marketing communications program objectives include:

Awareness Objectives: To utilize communications mediums to increase the awareness of YETI
coolers by increasing the advertisements reach in college areas by 20%.
Preference Objectives: To increase the preference for YETI coolers over alternatives by seeing an
increase of 1,000 online consumer’s using the hashtag #GetGamedayYETI.
Stimulate Trial Purchase: Obtain 1,000 new orders from college students using the promotion to
get 10% off their purchase of a YETI cooler with their college logo on it.

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Creative Recommendations

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 Media Recommendations

Television: broadcast commercials on stations relevant to our target market such as ESPN, NBC,
CBS, FOX, and HULU (streaming)
Radio- use iHeart radio stations and Internet radio such as Spotify and Pandora to broadcast
YETI commercials
Magazine: put print ads in college journals, Sports Illustrated magazines, and ESPN
Sales Promotion: College students receive 10% off if they get their college logo on their YETI
cooler.
Internet/Interactive: Facebook banner ads, sponsored Twitter and Instagram posts, YouTube,
and snapchat
Public Relations: influencer, donate to charities, Boys and Girls clubs around college campuses
Out-of-Home: posters distributed and hung inside buses/transit on college campuses and through
aerial advertising during spring break or football games
Event Sponsorship: host events at universities and colleges to promote YETI coolers for tailgating

Media Mix Recommendations

Share of Voice (SOV): There is no doubt that YETI is on top of a rather monotonous market. To
many consumers, a cooler is a mundane purchase decision since coolers are typically seen as a
functional product. When YETI hard coolers were first introduced, they sparked an interest and
developed an impenetrable brand image from its competition. This lead to positive word of mouth
about the YETI brand and a bandwagon of enthusiasts. In 2013, YETI participated in a brand
tracking study that showed 4.4% of the outdoor audience was aware of the YETI brand. In order
to make that percentage higher, they focused on diving more deeply into the niche market of
outdoorsy people. YETI is still looking to increase its share of voice and take advantage of their
established brand image. Cool Creations will look into targeting college students in order to
capture on the potential of this market.

Geographic Scope: Since coming into market in 2006, YETI has asserted themselves as a top
national company in the leisure and recreation product industry. YETI’s headquarters is in Austin,
Texas and has manufacturing plants in Minnesota, Wisconsin, South Carolina, and international
manufacturing plants in the Philippines and China. They are a national company with
multinational manufacturing plants. They do sales in brick and mortar stores in the United States
and through their online website.

Scheduling Pattern: YETI will use a pulsing scheduling pattern for running advertisements this
year. They will advertise continuously year round, but have a higher broadcast presence during
July-December. There will be a surge in advertisements during that time period because of the
upcoming college football season and it is when a lot of college students tailgate at concerts and
festivals. The surge in advertisements should induce higher sales during that time period.

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Reach: YETI aims to reach an average of 24,000 people of the target market in each of the Big 10
colleges. This estimate derives from estimating the average number of college students attending
these colleges which came out to be approximately 40,000 people. YETI predicts it will reach
about 60% of these college-goers since about 50% of them are attending college football games and
another 10% are attending student concerts hosted by their respective schools.

Frequency:
Social Media: Three times a day
Print: Once a month
Radio: Once a day
TV Broadcast: Once a day
Email: Twice a week
Mail: Once a week

Cost-per-Thousand (CPM):
ESPN- $27.5
NBC- $27.5
CBS- $27.5
FOX-$27.5
Hulu- $27.61
iHeartRadio- $6
Spotify- $5 and above
Pandora- $10
Sports Illustrated- $15.5
ESPN magazine- $15.5
Big 10 magazines- $15.5
Local Big 10 newspapers- $35
Instagram- $7.91
Snapchat- $3.49
Twitter- $3.50
YouTube- $2

Cost-per-Point (CPP):
CPP= CPM*(Target audience population/100,000)
Population was based on average college students attending each of the Big 10 colleges
(40,000*14= 560,000)
ESPN- $154
NBC- $154
CBS- $154
FOX- $154
Hulu- $154.62
iHeartRadio- $33.59
Spotify- $28
Pandora- $56

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Media Flowchart

20
Magazine Print Ad Execution Examples

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Sales Promotions Recommendations (Consumer):
Objectives
• Speed up the sales process through creating extra incentives online leading
to an increase of sales to college students by 15%.
• Retain current brand loyalty and gain 500 new loyal brand members through
the use of our hashtag (#GetGameDayYETI) on social media (Twitter,
Facebook, Instagram, etc.).

Sales Promotion Plan/Timing

• Will begin promoting the hashtag and 10% discount throughout the month
of August when students are returning to their respective colleges and college
football season is approaching.

Rationale
• Sales promotions will be used to generate goodwill and positive word of mouth
among college students. 10% off for anyone that gets their college logo on
their customizable cooler.

Budget
• 10% of total budget
o $800,000

Direct Marketing Recommendations:

Objectives
• Have an increase of 5,000 or more college students respond to/view emails
to promote future actions with YETI in the next 6 months
• Get at least 35% of people at our sponsored events to use
#GetGameDayYETI on social media

Direct Marketing Strategies/executions

• Emails sent out to college students accounts
• The internet-follow YETI and use hashtag to enter raffle
• Non-repetitive person to person direct selling at events

Rationale
• Email: College students are always using their laptops/ on the internet and
frequently check their email so we feel that would be the easiest, cheapest
and most effective way to reach them
• Direct selling at events: We would do sponsorships at events such as festivals,
concerts and ESPN College GameDay. These events are regularly attended by the
students in our target market and would expose them to the product while
they are in an environment that using a cooler would be appropriate.

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Budget
• 5% of total $8 million budget
o $400,000

Internet/Interactive Recommendations:
Objectives
• To increase awareness of YETI customized college coolers by 25% through
use of banner ads and online videos
• To generate buzz about YETI coolers through use of social media ads and
posts by increasing clicks and likes by 30%

Internet/Interactive Strategies/executions
• Banner ads
• Online videos - beginning of YouTube videos from influencers
• Virtual Reality (at sponsored events-tailgates, concerts)
• Social media ads (Facebook, Twitter, Instagram, Snapchat)
• Behavioral content & Contextual content strategies

Rationale
• Internet/interactive strategies are most important to achieving our objectives
and require a large portion of the budget. We believe they are the most
important because our target, college students, uses social media/internet
as their major source of their communication and the way they get them
information.

Budget
• 30% of total budget
o $2,400,000

Public Relations Recommendations:

Objectives
• Build brand-to-customer bonds through the use of relevant publicity to create credibility
for the brand and a connection to the target market which will be measured through use of
satisfaction surveys filled out post-purchase by 30% of customers
• Gain 3-5 spokespeople, such as professional athletes or coaches, to spread positive
endorsements of YETI hard coolers with messages found appropriate through media
content analysis
• Create a positive image for YETI through the use of 5-10 sponsored events and
environmental advocacy campaigns per year

PR plan

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 • Use of internet, community involvement, interviews with spokespeople, image and
advocacy advertising

Rationale
• Public relations, through advocacy, is important to create and maintain a bond between
our company and consumers, as well as, keep up a positive image for our brand

Budget
• 10% of total budget
o $800,000

Personal Selling Recommendations:

Objectives
• Increase customer retention by 15% through a person to person communications process
• Exchange specific information on the YETI hard coolers between the firm and potential
customers in order to increase awareness and education by 50% in college students

Personal Selling Plan

• Implement relationship marketing through customer relationship management.
• Incorporate creative selling to present capabilities to satisfy the needs of college students
who tailgate

Rationale
• The focus is not on selling but on building customer relationships when it comes to the
personal selling objectives.
• We are not allocating a large portion of the budget to personal selling due to the fact that
college students are more active online rather than in stores.

Budget
• 1% of total budget
o $80,000

Media/Advertising Recommendations:
Television Objective
• Increase reach by 45% for the college student market.
Radio Objective
• Increase reach or listenership by 20% in targeted college towns.
Magazine Objective
• Create an increase in awareness for the YETI cooler by 15% for college students who read
sports and outdoors magazines.

TV rationale
• TV is the best way to reach a large amount of college students across the U.S.
Radio rationale

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 • Radio will grab the attention of a more targeted group of college students who listen to
sports radio or music when driving
Magazine rationale
• Universities often hand out sports magazines illustrating upcoming games and events
that college students read. This is a good way to reach our target
market.

Overall Advertising Budget = 44% of overall budget = $3,520,000

(spread throughout TV, radio, magazine, event sponsorship, and out-of-home)
Budget for TV
• 15% = $528,000
Budget for radio
• 5% = $176,000
Budget for magazine
• 9% = $316,800

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 Internet Execution Examples

This is an example of an internet banner ad that would be used on websites, such as ESPN or
Dick’s Sporting Goods, which are relevant to our target market of college students,
especially. This ad is “hot-linked” to the YETI website for consumers to have easy shopping access.

This ad will appear as “sponsored” on the Instagram feeds of the college student demographic. If
the ad is tapped, the viewer will be directed to the YETI website where they can purchase a hard
cooler with their school logo.

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 Press Release

PRESS RELEASE - FOR IMMEDIATE RELEASE

Media Contact: Cool Creations
Phone: 504-555-5555
Email: ads@CoolCreations.com

ESPN College GameDay Sponsored by YETI

At James Madison University

WHEN: Saturday, October 12, 2019

WHERE: James Madison University | Bridgeforth Stadium | 251 Bluestone Dr., Harrisonburg, VA 22807

[HARRISONBURG, VA October 12, 2019] - ESPN College GameDay Sponsored by YETI is coming to James
Madison University. Full coverage of the pre-game show is from 10AM- 12PM. Come to JMU’s Quad to see
Rece Davis, Kirk Herbstreet, Lee Corso, Desmond Howard, and David Pollack discuss the James Madison
Dukes, as well as, college football as a whole. Stop by the YETI tent for games, raffles, photo opportunities, and
ice cold drinks from their legendary hard coolers with long-lasting ice retention capabilities. Visitors who
Instagram or Tweet using #GetGameDayYETI will be entered in a chance to win a YETI Tundra 35 Hard Cooler
with the JMU logo. Afterwards, come see the James Madison Dukes play the Villanova Wildcats at Bridgeforth
Stadium. Kick off at 3PM. ESPN and YETI hope you will join them to cheer on the James Madison Dukes.

ABOUT YETI
In 2006, YETI was founded by Ryan and Roy Seiders, two brothers who sought to create a cooler that could
withstand the harshest conditions. As outdoor enthusiasts, the Seiders brothers, needed a more durable cooler
to accompany them on their adventures. YETI Hard Coolers is an innovative product born from necessity and
first-hand experience. Choose YETI Hard Coolers to outperform when it matters most season after season.

###
If you would like more information about this event, please call Cool Creations at 504-555-5555 or email us at
ads@CoolCreations.com.

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 Out-of-Home and Event Sponsorship Examples

One event sponsorship that YETI will pursue is sponsoring an ESPN College GameDay. This will
be a solid promotional event for YETI because it will allow many college students who watch the
show to get exposure to YETI. Also, it will allow college students attending College GameDay to
experience YETI and receive promotional elements. In addition, many students that are tailgating
prior to the game can receive promotional elements and YETI products (stickers, koozies) to
promote YETI coolers.

Another event sponsorship that YETI will pursue is sponsoring the music festival Firefly. Many
of the festival goers have similar demographics that fall into the target market of YETI. There are
approximately 90,000 people that go to Firefly each summer. A lot of festival attendees tailgate
prior to the festival and can receive YETI products (stickers, koozies) to promote YETI coolers.

An out-of-home execution that YETI will do is transit advertising. YETI will place advertisements
on bus transit stations at a Big Ten college. Many college students rely on public transportation
to get to classes every day. Having many college students see the YETI advertisements everyday
will provide a constant reminder to them to purchase a YETI cooler to get game day ready.
Another out-of-home execution that YETI will partake in is aerial advertising. YETI will use
airplane banners to promote YETI coolers. During spring break in Daytona, Florida, YETI will
fly an airplane banner above college spring breakers. Many spring breakers will be at the beach
with beverages and will see the YETI cooler banner and will be reminded that they need a YETI
cooler.

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 Campaign Flowchart

Note: Excludes media, See the Media flowchart (Page 20)

Measurement and Evaluation

1. Measurement and evaluation activities that occur during the campaign
a. Comprehension and reaction test used to discover if ads convey the proper
message/ meaning before being released to the public
b. Effectiveness of ads (TV, radio, print, online)- response rate
c. Post-purchase emails with surveys to determine customer satisfaction
2. Measurement and evaluation activities that occur at the end
a. Conduct post-tests to determine level of recognition and recall
i. Use feedback when developing the next campaign to increase effectiveness
b. For Event Sponsorships
ii. Exposure method- track the quantity of media coverage received from the
event (i.e. number of posts with #GetGameDayYETI)
iii. Post-event focus groups to gather feedback about the effectiveness and
efficiency of the sponsored event
3. Contain a description of those activities and the specific methods that will be used to
appraise the individual components of the campaign

To measure the advertising pieces before the campaign, comprehension and reaction tests will be
used to evaluate the ads and whether or not they convey the proper message and meaning before
being released to the public. Throughout the campaign, effectiveness of print and online ads, as
well as, TV and radio commercials will be measured by tracking the response rates. Additionally,
post-purchase emails with surveys will be used to determine customer satisfaction. Lastly, the
campaign will be measured at the end through the use of post-tests to determine the level of
recognition and recall from our target market of college students. To measure our sponsored
events, post-event focus groups will be used to gather feedback about the effectiveness and
efficiency of the event.

4. As well as for measuring the overall effectiveness of the campaign

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At the end of the campaign, sales and response rate will be evaluated to determine the overall
success. If there is a large number of sales and interactions with customers about our
advertisements and events, then the event will be viewed favorably. Also, profit will be examined
to ensure the amount of revenue was greater than costs. Furthermore, the exposure method will
be used to count the number of times #GetGameDayYeti is included in posts on social media,
which will determine a baseline of the total number of people who have interacted with YETI
throughout the campaign. Lastly, all of the surveys and tests that were conducted during the
campaign will be analyzed for trends, this includes customer satisfaction, response rates,
recognition, and recall.

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 Budget Breakdown

Total Budget 100% $8,000,000

Television 15% $1,200,000
ESPN 3% $240,000
NBC 3% $240,000
CBS 3% $240,000
FOX 3% $240,000
HULU 3% $240,000
Radio 1% $80,000
iHeart Radio 1% $80,000
Internet Radio 4% $320,000
Spotify 2% $70,400

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Pandora 2% $70,400
Magazines 6% $480,000
Sports Illustrated 2% $160,000
ESPN 2% $160,000
College Magazines 2% $160,000
Newspapers 3% $240,000
Local to Big 10 3% $240,000
Out of home 8% $640,000
Transit 4% $320,000
Aerial 4% $320,000
Event Sponsorship 7% $560,000
Tailgates/concerts 4% $320,000
Local college events 3% $240,000
Mobile 15% $1,200,000
Yeti App 8% $640,000
Mobile Ads 7% $560,000
Internet/Interactive 15% $1,200,000
Banner ads 3% $240,000
YouTube 3% $240,000
Twitter 3% $240,000
Snapchat 3% $240,000
Instagram 3% $240,000
Public Relations 10% $800,000

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 Campus advocacy 10% $800,000
Direct Marketing 5% $400,000
Email 5% $400,000
Sales Promotions 10% $800,000
Discounts 5% $400,000
Sweepstakes 5% $400,000
Personal Selling 1% $80,000
P2P direct selling 1% $80,000
Budget Summary

The 2020 Marketing Budget of $8 million was decided by referencing Yahoo Finance and

taking approximately 3.5% of the 2017 Selling and General Administrative expense budget of $230

million. Advertising mediums such as television, radio, magazines, out-of-home, and event

sponsorship are 44% or $3,520,000 of the $8 million. This will give an adequate amount of the

budget to cover the high costs of advertising on channels like ESPN and in magazines like Sports

Illustrated. The advertising mediums were chosen based on the likelihood of reaching the target

demographic, college students. The mobile and interactive channels take 30% or $2,400,000 of the

budget which will allow us to reach millennials that spend hours online. Public relations require

10% or $800,000 of the budget. YETI will be able to support on campus advocacy with this portion

of the budget. Direct marketing, sales promotions, and personal selling make up the remaining

16% or $1,280,000 of the budget. The portion of the budget dedicated to direct marketing and

personal selling is smaller due to the fact that college students are not very responsive to these

marketing strategies. In conclusion, the breakdown of the $8 million budget was done by

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evaluating the behaviors and attitudes of our target market, college students, to determine which

mediums would increase responsiveness and therefore need more of the budget. The measurement

and evaluation expenditures are included in the percentages allocated to each promotional

section. See appendices for an in-depth breakdown of the total budget.

Conclusion

The 2020 Integrated Marketing Communications Plan created by Cool Creations for

YETI seeks to reposition the YETI hard coolers toward college students. By making the

campaign theme “Get Game Day YETI”, college students are made aware of YETI’s value at

tailgating events. The hard cooler has distinct qualities such as high ice retention capability and

high brand loyalty that make it relevant to college students, especially during sports seasons.

Through setting specific, measurable objectives and allocating the $8 million budget to various

promotional sections, YETI will be able to achieve at least a 15% market share and sales growth

increase by the end of the year 2020. The campaign focuses heavily on Internet and interactive

marketing promotions as well as on event sponsorship for the Big Ten college tailgates. Due to

the fact that the college age range emphasizes the use of technology as their main information

channel, the campaign has a lesser focus on direct mail and personal selling. In addition to this,

YETI seeks to create awareness by being active on college campuses through advocacy and local

events. To measure and evaluate the effectiveness during and after the campaign, YETI will

implement surveys, post-tests, and post-event focus groups among other methods to gain insight

into the overall effectiveness of the campaign. The final evaluation of the campaign sets the stage

for YETI to make recommendations in regard to future IMC plans.

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 Appendices
Other magazine/interactive execution examples

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