Raw Tea Co.

Professor Joel Davis Advertising Campaigns

Daniella Azencot | Jen Alburquerque | Kristen DuFour | Ari Engber | Elena Hill | Shannon Mitchner

TableofContents
PARTI:Strategy GeneralProductBackground.............................page3
Categorydefinition,description,natureofassignment,goalsandobjectives

IdentificationofProblemandOpportunity......................page4
Insights,whypeopledrinktea

KeyproblemsandOpportunity..............................................................page5 StatementoftheProblemtheproductaddresses...............................................page6 ProductRecommendation................................................................page7

Productdescription,physicalcharacteristics,productfeatures

Consumerbenefits...................................................................page8 PackagingandPrice.....................................................................page9
Label,sizes,price,linenames

Distribution..........................................................................page10 TargetAudience...................................................................page1112
Targetpersona,psychographics,sourceofbusiness

CommunicationIssues..............................................................page13
Businessdefinition,essentialmessage,positioningstatement

Conclusiontostrategy................................................................page14
Threetakeaways

PARTII:Creative CommunicationStrategyandMediaSynergy....................................................page15
MediaLaunchSequence

StrategicGoals.....................................................................page1617
Paidelements,earnedelementsandownedmediaelements

Decisionmakingprocess........................................................page18
Elementswithgoalacknowledgment,howcreativeelementsfit

CREATIVEELEMENTSOFCAMPAIGN: TelevisionCommercial....................page20 GuerillaMarketingEvents.....................page21 SocialMediaElements..................page22

Twitter,Facebook,Instagram,Pinterest

BrandedWebsite,WebBanner,brandedemail,secondscreen&productplacement.........pages2326 QRcode,instoresampledisplay,mobilemediaapp..............pages2728 PARTIII:CampaignEvaluation MeasuringSuccess.........................page29

Evaluatingmetrics

SummaryandConclusion.......................page30

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PartI:strategy
GeneralProductBackground
Cat egory Definition and Descrip tion

Raw Tea Co. Product Strategy

Statement of Goals TheRawTeaCompanyisnotinthetea and Objectives of the business.Rawhasbeenestablished Product

uponindividuallycraftedcorevalues, whichprovideapleasurableand memorableexperiencetothetarget consumerthroughabeveragethat soothestheirsensations,RawTeaCo. isinthebusinessofproviding experientialmomentsofpleasure.

Nature of the Assignment

Todevelopaninnovativeteaproduct thattheconsumerdidn'tevenknow theyweremissingouton.In combinationwiththefunpackaging anduniquesteepingtechnique,loyal teadrinkerswillwanttoenjoytheir ownbloomingteaexperience.

TheRawTeaCompanys goalistosuccinctly revolutionizethetea marketwithintricate researchbasedonour targetmarketsneedsand desires. Thisproductwillembodyan experience,animageand personalitythatiscurrently untappedinthelooseleaf teasegment.

Insights from market research

Keyfindingsidentifiedwithintheteacategory
RawTeaCo.hasassessedthecurrentteaindustrythroughextensiveresearchofits competitorsandconsumers.Thisresearchhasbeenusedtoshapetheproduct development.

Market Researchand Product Insights

1.Whatdopeople valueinateabrand?
Abrandthatrepresentstheir lifestyleandvalues:

2.Isthereroomtoenter 3.Whydopeopledrink tea? theteamarket?

Manypeoplereportdrinking "Althoughtheteamarketis teaduetothefeelingsthatit crowdedmarketwithbaggedand givesthem.Manyindividuals looseleafteas,thegourmetand describedrinkingteaprovides specialtyteasegmentiscurrently thefollowingbenefits: untappedandgrowing quickly.Infact,thespeciallyand Health gourmetteasegmenthas Increasinghealth expandedto18.5%ofthe consciousnesshaspopularized currentteaindustry."WorldTea teaasahealthybeverage Media,reportedFebruary2012 option

Environmentallyfriendly

Recentgreentrendssuchas thetumblerreusablecups demonstratesthatconsumers arebecomingenvironmentally consciousintheirpurchases.

Ethicallyconscious

Increasingdemandsforfair tradewithinthecoffee industryoverthepasttwo yearsexposethatpeopleare advocatingethicalpractices fromcompanies.

OrganizersoftheWorldTeaExpo andtheNorthAmericanTea Championship,haverevealedsix markettrendsthatwillshape2012

Theyincludetheriseofqualitytea andtearetailoutlets,aswellasthe growingpopularityofgreentea, andspecializedteaaccessories. Marketresearchwithinthe categoryfurtherdenotesthatthe USteamarketwillcontinuetogrow beyond2012andwillexpandby 8.7%in2014toreach$8.3billionin salesthatyear.
PackagedFacts,March2012

Energy

Providesconvenience

Relaxation/Relief

Teaisnaturallycaffeinated, givingmanydrinkerstheirdaily energyboost

Therecentincreaseinfastand easyteashops/cafesshows thatconvenienceisan importantconsiderationfor teadrinkers.

Teaistraditionallyknownfor
itscalmingaffects,andmany peopleuseittohelpthem relax.

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Key problems and opportunities these insights imply
Theseinsightsledtotheincorporationofthreedistinguishing elementsfeaturedwithintheRawTeaproductandbrand

Ethical& Ecofriendlypractices

Accessible& Affordable

Brandprovidesa personality&experience
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Statement of the problem that your product recommendations address

Whiletraditionalteasinthecurrentmarketstress affordabilityandaccessibility,manylackanauthentic experiencefortheconsumer.Withsomanyoptionsin acrowdedteamarket,therehastobesomethingthat setsRawTeaapartfromtherest.RawTeaprovides theconsumerwithauniqueexperienceandappealing brand.Thebloomingprocesswillinvigoratethe consumerssensesandinvitesthemtotakeamoment torelaxduringtheirhecticlives.

+Product
Floweringtea

Recommendation
Product Description
Small,attractiveandconvenient Marblesized RawTeamarbleiscreatedwitha naturalweightthatkeeps blossomedteaatthebottomof thecup Onceblossomed,theRawTea flowercanberesteeped,45 timesthroughouttheday

Physical characteristic s of Raw Tea

Individualsizedfloweringmarble Blossomedflowerretainsform,no disintegration Madeoutof100%natural ingredients Produceszerowaste

Product featu res with experience support

Aestheticallyappealinginbothdry andsteepedforms Providesanexcitinglypleasing alternativetolooseleaftea Naturallyproduced,ethicallymade, environmentallyconscious practices 7

+ Consumer
Benefits

Source of product benefits and product experiences

Accessible Ecofriendly Experienceoriented

RawTeaprovidesaunique, invigoratingexperiencethat
nootherbrandinthetea industrycurrentlyoffers.It givestheconsumera momenttorelaxduringa hecticday.

Experience :

Eco-Friendly:
RawTeaisethically producedandinsteadof individuallywrappedbagsit comesinmarbleformto reducetheamountof waste.Italsocomesinare usabletinthatcanbe refilledinstore.

Convenience:
RawTeaiseasilyaccessible. Itcanbetossedinthe consumerspurseandonly takes5minutestoprepare theperfectcupoftea, anytime,anywhere.

Raw provides the consumer with an experience that is unmet in this category and revolutionary in its conception

TheRawTeaCo.dedicatesitsbusiness towomenwhoseekauthentic experienceswithanaturalteathatisnot onlydelicious,butalsoprovidesthe consumerwithanexperientialmoment torelaxandembracelifessimplicities

Unmet need product responds to
Experienceintheteaindustry Accessibilityoffloweringtea Individualsizedfloweringtea

Raw Tea
Packaging & Price

Sizes
Small:
Completewith12marbles. Intendedfortheconsumerwhois tryingoutanewRawflavoror purchasingRawteaasagiftfora friend

Packaging Price
Allnaturalpackaging

Labelisprintedon100% recycledpaper Tincanister,reusableforother householduses Airtightcontainersotea marblesstayfreshand flavorful

SmallCanisterofRaw Tea:$9.79for12marbles
(oneflavor)

Regular:
Completewith25marbles. Createdfortheloyalconsumer whocancustomizetheirown flavoroptionsandusedaily

RegularCanisterofRaw Tea:$17.79for25marbles (mixandmatchoptions)

Reuse the tin canister!

Raw tea product lines

Raw Tea Distribution:

Toreachconsumers,Rawwillbeavailablewherethetargetaudience regularlyshops,organicandhealthyretailoutlets.Rawwillalsobe distributedthroughorganicandlargeretailersandanonlinecompany store,providingaccessibilitytoabroaderaudiencesothatmorewomen seekinganauthenticexperiencefromtheirteabeveragecanfindRaw easilyandconveniently.

WholeFoods&Sprouts
Sellorganicandhealthyfoods Environmentallyandethically conscious CustomersconsistentwithRawTeas targetconsumer

Target

Providestheopportunityforgrowth Customerbasethatislargelyfemale Highlyvisibleandwelltrafficked endisledisplays

TraderJoes
Sellsorganic,healthy,andspecialty products Environmentallyfriendly Extremelyloyalcustomerbase CustomersconsistentwithRawTeas targetconsumer Haswellestablishedsamplingand promotionalopportunities

RawTeaCompanyWebsite
Convenient Ecofriendlyoptiontorefill Customerswillbeencouragedto recycletheirtinbyplacingtheir refillonlineandsendingintheir tin(freeofshippingcosts)

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ChloBradstreet
Who Loyalteadrinker, enjoystryingnewtea products Caresaboutthe environment,donates tocharities What Socialmediadevotee, consistentteablogger Strongfamilyvalues, careerdriven,health conscious Where Smalltowngirlfrom Wheaton,IL Attendedcollegeon WestCoastatStanford University Worksinbrand managementat AnthropologieinNYC How Onthecuspofthe latestandgreatest productsinthe market More Liveswithheryellow Labrador,Charlieand livesforfleamarkets andthriftstores

Target Audience Analysis

Whowillbuythisproduct? Whythisperson?

+RawTeas A Typical Raw Tea Drinker

Target

Womenofallages Alreadyloyalteadrinkerwhodevoteshermoneyandtimetotryingnew gourmetlooseleafteas

Consumer isalready Boredwiththecurrentteasinthemarket Nopriorknowledgeneededtousethisproduct loyaltothe InterestinDIYprojects,crafty,experimental tea Fastpacedlifestyle,alwaysonthego category Targetedthroughherlifestyleratherthandemographics

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Target Analysis Details

Chloerepresentsthewomenof Americawhoareconstantly crunchedforextratime. Shedoesnthavetimetothink aboutherfavoritemorning beverageeveryday,shejustneeds ittobesimple,convenient,and delicious. Innerdirectedpersonality(invest intheproductforthefeelingthey getratherthantoshowoffthe purchasetoothers)

Why does this person represent a viable segment?

Source of Business
Wheredoesthebusiness comefrom?
Stealingsharefromcompetitionwithin theteaindustry,teabags,looseleafteas andgourmettea Oneinstorecompetitor(Teavana) Variousonlinecompetitorswithno marketingoradvertisingoutlets Consumerswillhavetoenhancetheir behaviorwillingnesstobuyaless expensive,moreaccessibleproductthan thosetheymayhaveseenbefore.

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Positioning

Communication Issues

Product

Business Definition

Positioning Statement

TheRawTeaCo.isnotintheteabusiness,but thebusinessofaddingsimplepleasurestothe consumerseverydaylife

RawTeaispositionedespeciallyfor thewomanseekingauthentic experiences,RawTeaisaesthetic andnatural,providingamomentof ahhhduringthechaosofeveryday life,allowingitsconsumerstotakea stepbackandenjoylifessimple pleasures.

RawTeaprovidesamomentofinner clarity;makingeverydayareasonto celebratethosesmallsimplepleasuresor experiencesweusuallydonothavetimeto celebrate.
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Essential Message

Conclusions
Herearethreemaintakeaways,essentialtotheRawTeabrand

RawTeahasidentifieda growingnichethatwill appealtothisproduct.

RawTeawillpresenta productteadrinkers didntrealizetheywere missingouton.

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RawTeaproductsembody anexperience,imageand personalitythatare currentlynonexistentin theteamarket.

PartII:creative Raw Tea Creative Campaign

CommunicationStrategy&MediaSynergy
RawTeasfirstpromotionalcampaignwilltakeplaceoverthree months,beginninginOctoberof2012.Inchoosingafalllaunch date,RawTeawillbeintroducedtoconsumerswhilethecools andteademandsarerising.

Media Launch Sequence

October2012 LateOctober/Early November2012 December2012

30secondnationalTVcommercial Websitelaunch Socialmediasiteslaunch

Productreleaseinorganicretail outlets Instoresampledisplays Guerillamarketingcampaign Webbanners Secondscreen ProductplacementonTVshow Richmobilemediaapplication

Productmadeavailablein Target Socialmediaeventsand effectsmeasured

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Strategic Goals

Objective:

Objective:

ThegoalofRawTeaspaidmediais togenerateawarenessand stimulateconsumerinterest. Elements:

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30secondnationaltelevision commercial Guerillamarketing Instoresampledisplays Webbanners Secondscreen ProductplacementonTVshow Richmobilemediaapplication

RawTeasownedmediais primarilyconcentratedon supportingthepaidandearned elements,whileimplementing othermethodstheconsumer willengagewiththebrand.

Objective:

RawTeasearnedmedia focusesonmakingthe campaignanexperience,aiming toactivelyengagingconsumers toevokeasenseofbrand ownershipandloyalty.

Elements:

Elements:

Website IndividualizedQRcode Socialmediasites

InteractiveGuerillamarketing campaign Socialmedia Rawsponsoredevents

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All of these paid, earned, and owned media elements are strategically designed to take the consumer through a strategic decision-making process
What type of brand-related decision-making processes will the target pass through in deciding trial, repeat and recommendation of the product?
Inform.
TVCommercial Spreadbrand awareness Teach consumers aboutthe idea/process ofblossoming tea

Entice.
GuerillaMarketing &OtherPaidMedia Elements Sparkinterest Reinforce awareness Generate intentto purchase

Activate.
GuerillaMarketing &SocialMedia Peoplewill interactand engagewith Raw Consumerswill createa relationship withbrand

Reciprocate.
SocialMedia& InStoreSampling Consumerswill trytheproduct Engagewith socialmedia sites Continuing relationship

Advocate.
Recommend& supportRawTeaCo. Peoplewill becomebrand loyal Consumerswill promote throughwordof mouth

How do the creative elements fit?

30secondtelevisioncommercial ThreeGuerillaEvents SocialMediaNetworks

o o o o o Twitter Facebook Instagram Pinterest Companywebsite

Webbanner CompanyBrandedemail Secondscreen/productplacement QRcode Instoresampledisplay Mobilemediaapplication

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Creative Campaign Objectives

TheRawTeaCo.takesprideintheirethicalandecofriendlycommitmentstotheirenvironment,andstronglybelieves thatnotjustcompanies,butpeopleshouldalldosomethingtogivebacktoourplanet.Furthermore,RawTeais committedtoprovidingcelebratorymomentsofsimplepleasureeveryday.Hereareour4corevalues,whichare prevalentintheRawTeabrandandcreativecampaign.

Simple Pleasures
SinceRawTeaproductsprovidemomentsofsimplepleasure, thethemerelevanttothisentirecampaignrepresents momentsofindividualanduniqueexperientialmomentsof gratification.

Synergy & Cohesion

Eachmediaoutletandvehiclerepresentsandemitscertain measurableresponsesfromthetargetconsumer,whichwill allowthemtonotonlyconsciouslyremaininformedabout Raw,butalsototakepartintheinteractivityandhumanityof thebrand.

Target Involvement
Byintegratingsomanyelements,whichinvolveandengage thetargetaudience,theconsumerwillattainownershipof thebrand.Toachievethis,messagesmustbeplacedwhere theconsumerwillseeit,andfurthermore,itmustspeakto thetargetthroughalanguagetheywillrespondtoafriend orsomeonejustlikethem,RawTea!

Relevant Media Outlets

Eachandeverysingleoneofthesecreativeelementsnotonly coexistandcooperatewithoneanother,buttheyamounttoa substantialawarenessandresponseorientedcampaignwith mediaoutletsalignedstrategicallytocommunicateand developarelationshipwiththeconsumer.
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Why the strong social media presence?

The goal of this campaign is to genuinely humanize Raw Tea to develop and build long lastingrelationshipswithourconsumers.ThishumanelementisthebackbonetoRawTea Co.sentirecampaignandhashelpedrepresentRawTeasbrandcorevalues.

Aconsiderableportionthecreativewithinthis campaignpersonifiestheRawTeabrandand achievesapersonaofhumanratherthanjusta teacompany. Rawisawarethatadvertisinghaschanged. Everyoneisonline,socialmediahasbecomethe numberoneactivityonthewebandRawTeas targetconsumer,aspreviouslydiscussed,devotes muchofhertimetosocialmedianetworkingsites. RawTeastargetconsumerseeksbrandsthat allowhertoselect,createandengageonamore humanlevel.
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Thirty Second Television Commercial

ThetelevisionspotwillbethefirstadvertisingmediumtobelaunchedinOctober2012.Thecommercialshowsahecticmorning throughtheeyesofRawTeadrinker,ChloBradstreet.

ThecommercialopensasIts6:30am,Chlo wakesupandsmilesatthevintagealarm clockshefoundatherfavoriteboutique store.

Chlosquintstoseeasweetnotefrom herroommatewishingherawonderful day.

Chlograbsherkeysonthewayoutthe doorandsmellstheflowershersister boughther,theyrestillfresh!

Chlostopsoutsideherapartmentand sees$5ontheground,shelooksforan ownerbutnoonesaroundfinders keepers!

Chloturnsthecornerandallsheseesis balloonsremindingheroftheballoonsher grandfatheralwaysgotherforherbirthday!

Inarushtocatchher9amtrain,sheslows foramomenttoadmiretheoldcouple holdinghands.

Chlosearsperkupatthesoundofa streetperformerplayingthesax,shegives himthe$5fromearlier

Onherwaytotheofficesheseesagolden retrieveroutsidethecaf,shepatshimonthe headbeforehurryingontowork.

Chlomadeitintotheofficeandpulls outhergreenmugturningonthehot waterforhermorningritual

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Chlograbsamarblefromherreusable tinandplopsitintohermug,lettingouta sighofreliefasherteabloomsbeforeher

AhhChlosaysandshefinallytakesa secondtoreflectonthebrightlittle momentsofhermorning

ThemorningFogislitbyallofthebright momentsChlodoesntgettofullyenjoyuntil shesitsdownwithhercupofRawTea,taking amomentforherself.

Guerilla Marketing Events

Pleasureandpamperconsumersonthego

NailSaloninTimeSquare,NY
Womenwillhavetheopportunitytotake abreakfromtheirbusydayandenjoya fewmomentsofrelaxation Theywillreceiveacomplimentary pedicure,manicureormassageinour RawTeabrandedstreetspa Whiletheyarebeingpampered,theywill beservedRawTea.Thisgivesthe consumertheopportunitytonotonly sampleRawTea,butalsothechanceto visuallyseehowdifferentitisfromother teasonthemarket. RawTeaCo.expectsthespatogenerate buzzandgetwomenexcitedtolearn moreaboutthebrand.

DIYFragranceStationinChicago
Womenwillhavetheopportunitytomix andcreatetheirownpersonalscentwith avarietyofperfumeoils(examples: vanilla&sandalwoodorlemongrass& cinnamon) Eachwomanwillwalkawaywithaspecial giftfromRawTea,aswellassamplethe product. Offersanothersimplewaytoconnect withRawTeasbrand,andgivesthe consumertheopportunitytoembraceher individuality

ChalkWallArtinVeniceBeach,CA
BlankwallrentedoutinVeniceBeach, coveredinchalkpaintandonesingle question:Whatsyoursimplepleasure? andananswer:Theperfectcupoftea. Chalkwillbeprovidedforpassersbyand womenontheirlunchbreaktosharetheir uniquesimplepleasureandreadothers contributions. Thisguerillamarketingeventhumanizes theRawTeabrandandgivesconsumers theopportunitytoplayanactiveroleinit. RawTeaCo.expectsthewalltogenerate attentionandallowforpeopletotake photosandsharethemonvarioussocial mediaoutlets.

Locatedinthemiddleofthehustleand bustle,attractingtouristsandthetarget consumerinthemidstoftheirbusyday.

Similartothetelevisionadlaunch,RawTeasguerrillamarketingplanhasbeeninspiredbyfindingbrightmomentsindayto dayactivities.Thetargetconsumerisalwaysonthegoandoftenlivesinurbancities,sotheseuniqueandoutoftheordinary eventsarestrategicallyplacedinunexpectedareasthatareknowntodrawacrowd.Eachactivitywillbebrandedwiththe RawTealogoandapersonalizedQRcode,whichmaintainstheconsistencyofthebrand.InsynchronizationwiththeRawTea communicationstrategy,thefirsttwoeventsaresettoenticeconsumers,asthethirdeventwillactivateparticipation.

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+Social Media Campaign Components

Alltheelementsdescribedbelowareintendedtolaunchintheimmediatestagesofthecampaignandsignifythe backboneofthiscampaign.Theseelementswillallowconsumerfeedbackandresponse,aswellasinvolvementand engagement.AllemployedelementsarefeaturedoncommonsocialmediaoutletsthatRawTeaconsumersalready enjoyusing.

Twitter
RawTeasTwitterwillengageconsumerswhilekeepingthe brandpersonable.RawTeawilltweetaboutavarietyoftopics including: RemindersaboutRawevents DIYprojects Ecofriendlytips Simplepleasures RawTeawillalsoaskpeopletosharetheirsimplepleasuresand willretweetthemtotheirfollowers.TheperfectwayforRaw Teatoengagethetargetconsumerwhilestayingconsistent withthedistinctivebrandpersonality.

Fac ebook
ThefirstobjectiveforthisFacebookpagewastointegratethe consumerfully,andprovidethemwithanincentiveofactuallyinspiring thecreativepromotionsofthiscampaign.Thiswasdonebyprompting LikerstoviewthestatusRawTeaCo.postseachdaycompletewitha brandedimageembellishedwithanoriginalsimplepleasure.Theyare thenaskedtosharetheirsimplemomentofthedaywiththeincentive ofbeingthenextfeaturedsimplemomentonFacebook. ThesecondobjectiveofthisFacebookpagewastophysicallyinvolve theconsumerandliterallymakethemmovetoactionthroughposting eventsonFacebooksuchasTaiChiclasses,Yogaintheparkandgroup joggingactivities,RawTealikerscanextendtheinvitationtotheir friendsbysimplylikingourevent.

Ins tagram
Rawwillencouragefollowerstohashtagtheirpersonalphotoswith brandedandcustomizedhashtag:#myrawmoment.Thecompanywill giveincentivestofollowersforparticipatinginhashtaggingwithour dailytagsandthemes.Forexample,RawTeapostsastylisticphotoof theirsamplesimplepleasuresandencouragedourfollowerstodothe sametobeenteredintoaweekendgetawaytoNewYorkCity. InstagramwillfurtherenhanceRawsbrandpersonalityandassistin generatingbuzzandinteractivitywithourconsumersastheyspenda

P in teres t
PinterestwillbeusedtolinkconsumersvisuallywithRawTeas products,flavorsandvalueswhilealsocontinuingtoinvolve followers.RawTeawillhaveseveralPinboards.Onewillbe dedicatedtotheproduct,showingthemarbles,canisterand logos.OnewillencompassRawTeasecofriendlyvalues, followerswillbeabletoseetheethicaltreatmentofworkersand apeakintotheecofriendlyprocessthatsusedtomakeRaw Teasproduct.Therewillalsobeboardsforeachflavorwith picturesthatembodytheflavor.Thelastboardwillbeusedto continuetheSimplePleasurescampaignbyinvitingfollowersto repintheirsimplepleasurestoRawTeasboard.

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1 2

Raw Tea Co. Branded Website

consumerdemands. socialmediaactivityaswellasthelaunchingpoint Thewebsitedisplaysthreemainsectionsthatwill fortheRawTeaInternetstoreandfurtheronline leadtheconsumertootherresourceswithinthesite: initiatives.Itfeaturesasimpleandcleanlayout Fall2012WebsiteLayoutNavigation withanaturalaesthetictoembodyRawTeaseco 1. Sip:store,refillandproductinformation friendlyphilosophy. 2. Slowdown:simplepleasurescampaign Thelayoutofthewebsitewillchangewiththe 3. Giveback:brandspromisetosupportthe seasonandtheintroductionofnewproductsand farmerswhocultivateandproduceRawTea. campaigns.KeepinginthemewithRawTeas Finally,thewebsiteconnectstheconsumertoall ethicalcorevalues,liketheproductandthe theabovementionedsocialmediasitesandgives consumer,theRawTeabrandiseverchanging themanincentiveforrefillingtheircanisteronline. andflexibledependingonshiftsinthemarketand
TheRawTeabrandedwebsiteisthehubofall

Incentives to refill canisters online:

Bydecidingtoreusethetincanisterforanotherrefillof RawTeamarbles,consumerswillberewardedfortheir conservationwithpricediscounts,donationsofproceeds toourteacultivatorsorenteredtowinourdailySimple ExtravaganzaoftheDay.
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Raw Tea Co.

Web
Banner
Advertisement

RawTeaCo.willhavewebbannersthatappearonsiteslikeEhow,Yahoo,Anthroplogie,Urban OutfittersandShopBop. Theconceptforthewebbannerswouldinvolveashortanimationandintegrationoftheindividual simplepleasureinspiredbyoneofourveryownconsumers. Inthisexample,youcanfirstseeawomantakesaspontaneoussnapshotofherselfinaphoto boothandthenitrelaysheruniquemessage. ThisexamplewouldbeuniquetotheSpontaneityRawTeaproductline,becausespontaneity doesnthaveascheduleandotherbannerswouldbedesignedforotherflavorssuchas tranquility,vitality,andserenity.Liketheothermediumsweareemploying,theinvolvementof theconsumerisvitaltotheRawTeaCo.essentialmessage.

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Raw Tea Co.

Branded

Email
Thisisanexample ofaRawTeaCo. monthlye newsletter,which updatesconsumers onRawTeabrand, eventsandnew flavor introductions. Consumerswillbe signedupforRaw Teaemailsby optinginandliking usonFacebook. Fortheinitial campaignlaunch, consumerswillbe informedofRaw Teasguerrilla marketingplansfor thefall,notify themaboutRaw Teaseasyandeco friendlyrefillpolicy throughtheRaw TeaCo.Website andrecapRaw Teasbrandimage &corevalues throughabrief companyhistory.

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Second
Screen &

Product
Placement Integration
Thedecisiontocreateasecondscreen wasimplementedtofitwiththe consumersabilityanddependabilityof multitasking.Itwillbesynchronized withsubtleproductplacementon Networktelevisionprogramming significanttoRawTeastarget consumer.Theconsumerswillbe exposedtosecondscreenadvertising throughanewtelevisionshowcalled NewGirl,whosefemalelead,Jess, embodiesaRawTeadrinkerwithher funkystyleandyouthfulspirit. AsJessdropsaRawTeamarbleintoher cuptherewillbeaRawTeacanister placedonthecornerofatable.AsJesss teablossoms,Rawwillblossomfromthe cornerofthescreen,encouraging viewerstosharetheirsimplepleasures onTwitterandFacebook.Atthesame time,consumerswillbegivenanother optiontogetconnectedasRawTeas secondscreenadpopsupinthecorner oftheiriPad,displayingtheRawTeatin canisterandthequestionwhatsyour simplepleasure. Oncetheconsumerclicksonthead, shewillseetheauthenticteamarbles andaclearmug,andthenwillbe promptedtomakeherselfavirtual cupoftea.Thissecondscreen advertisementwillinformthe consumerabouttheRawTea process,andwillshowthemhow easyandrewardingtheRawTea experienceis.Itwillendwithaview oftheRawTealogo,andprovidesthe optiontoclickandgetlinkedtothe websiteandsocialmediaelementsof

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QR Code
SendingconsumerstoourMobile stayuptodatewithRawTeaCo. news MediaApplicationandmethodsto

QRhasbecomepopularin themarketingand advertisingrealm,butRaw TeaCo.wantedtotakethis astepfurtheranddispersea fun,eyecatchingQRcodein placeswheretheconsumer canbecomeinvolvedwith thebrand TheQRcodewillbe integratedintothe campaignshortlyafter productlaunchtostir excitement RawTeaCo.willalso randomlydisperseQRcodes inourlaunchingcitiesto generatecuriosityand awareness TheQRcodewillbeplaced withinalltheguerilla marketingevents. InkeepingwithRawTeas ecofriendlythemeitis importantthatnowasteis createdfromdistributing theQRcode.

InadditiontotheRawTeaQR codebeingscatteredacross theinitiallaunchingcities, sampledisplayswillalsobeset upinthepreviouslydiscussed retaildistributioncenters.The QRcodewillalsobedisplayed throughbrandedsampletable displays Theconsumerwillbegivena RawTeamarbleandlarge enoughonetimeusecupto tryouttheproductrightthere inthestore. Thesedisplayswillcommence fromthewesttotheeast coastandlastaweekineach store.

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Mobile Media Application

Theconceptofthisrichmobilemediaapplicationwastointegrateallsocialmediaelementsofthe campaigntoinvolvetheconsumerandprovidethemanincentivetoreturnanduseagainbyintegratinga dailychanginghoroscope&fortunetouchbasedgame.

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PartIII:CampaignEvaluation

Measuring Success:
Consumerinteractivitywillgaugethe effectivenessofthiscampaign Defining Metrics to campaign success

Social Media
Twitter:followertweets,retweets,follows,directmessages& mentions Pinterest:followerpins,repins,&follows Facebook:fancomments,likes,posts,&photocomments Instagram:followerhashtags,comments&photolikes Participation Socialmediaposts/commentsaboutguerillamarketing,YouTube Videos RSVPsonFacebook Eventshareswithfriends Attendancetoevents Comments,repliesandLikes 29

Guerilla Marketing

Event Participation

Summary & Conclusion

Withcreativeelementslikethese,andconfidencewithin theteaindustrysmarkettrends;womenseekingan authenticteaexperiencewillbedrawntoRawTeaforits appeal.RawTeaembodiesbothaflavorandexperiential sensationthatiscurrentlylackinginthiscategory.Raw TeaCo.willbecomealeaderintheteamarket,anda commonnecessityinourconsumersdaytodaylife. RawTeaknowsthatteaisnotjustaboringbeverage;it becomesanauthenticanduniqueexperiencewithRaw Teas100%naturalfloweringteamarbles.