IZZE Media Plan

Blaine Burnham, Brooke Van Roy, Fredrik Kilde, Jon Keimig, Josh Borst
Bergfeldt

SWOT-Situational Analysis
Strengths
Innovative in
its category
Healthy
beverage in a
health
conscious
society
Works with
nonprofit
organizations

Weaknesses
Owned
by
Pepsi-Co:
unhealthy
image
Small
budget
Appeals
mostly
towards
women

Opportunities
Re-create
image to
appeal to a
larger
audience
Use social
media to
increase
brand
awareness
Create
brand
personality
with strong
brand story

Threats
Amount of
competitors
Lack of brand
awareness
Competition
coming into
IZZEs niche
market

Creative Brief

Communication Objective To increase brand awareness at a national scale,

and to gain shelf space in both local and national health food retailers,
grocery stores, and convenience stores.

Creative Strategy IZZE is the healthy beverage for the proactive consumer,
and it is an untapped lucrative resource for retailers.

Promise IZZE is the affordable, healthy choice for the consumer who has a
busy lifestyle but cares about what they consume.

Tone We want the tone of our advertising to represent IZZE as a brand,

serious, light hearted, and practical. Our advertisements will involve slight
humor with a focus on how IZZE compliments the consumers lifestyle.

Tag Line IZZE. Life is hard, stay refreshed.

Media Objectives & Strategies

Target Audience & Media Mix

We aim to increase brand awareness most importantly among retailers, but

also among the large audience of females ages 18-34. We plan to break
through the clutter of their busy lifestyles by incorporating:

Use of digital media

Radio ads at various drive times, both national and spot

Ads in both business-directed general interest and women-oriented magazines

Attendance at trade shows to show the product to other businesses and retailers

Taste testing at bars and beverage retailers

Sponsoring 5K runs and marathons

Outdoor advertising during key months in the year

Media Mix Table

Medium

Total GRPs

Budget

Mix %

Total Radio

1988

$4,578,100

25.4%

National Radio

1490

$4,107,000

22.9%

Spot Radio

498

$471,100

2.6%

Total Digital

1912

$3,594,500

20.0%

National Digital

741

$3,049,600

17.0%

Spot Digital

1171

$544,900

3.0%

Magazine

800

$6,810,300

37.9%

Outdoor

*2479

$985,200

5.5%

Promotional

N/A

$2,000,000

11.1%

Total

4701

$17,968,100

100%

Reach, Frequency & GRPs

Minimum Frequency level: 3.0

Effective Frequency level: 4.0

Total calculated GRPs: 4695

Determined using the Ostrow Model

Total GRPs Used: 4701

Reach goals

Reach, Frequency & GRPs

National Goals
Month

Reach

Frequency

GRPs (per month)

January-February

65

195

March

70

210

April-July

90

360

August

70

210

SeptemberDecember

65

195

Reach, Frequency & GRPs

Spot Goals
Month

Reach

Frequency

GRPs (Total)

January-February

74

101 (296)

March

80

110 (320)

April-July

95

210 (570)

August

80

110 (320)

SeptemberDecember

74

101 (296)

Scheduling & Timing

Highest

reach, frequency levels, and GRPS would be focused on the months from April July.
Frequency level 6
Reach 95
570 GRPS
For March and August the will be a medium focus.
Frequency level 4
Reach 80
320 GRPS
Our lowest focus would be from Semptember February.
Frequency level 4
Reach 74
296 GRPS
Pulsing

timing and purchase cycle

Net radio evening drive, womens magazines, general interest magazines , digital national, spot radio
evening drive, and digital spot mediums would be present for all months
Net Radio morning drive (+ March and August), Net radio night time, and outdoor mediums would only be
precent in highest reach months

Media Budget

$18,000,000 Budget

Pulsing Strategy

$16,000,000 national and spot budget

Actual amount spent: $15,968,100

Spot Spending

Radio ($471,100)

Outdoor ($985,200)

Digital ($544,900)

National Spending

Radio ($4,107,000)

Magazines ($6,810,300)

Digital ($3,049,600)

Media Budget Continued

$2,000,000 Promotional Spending

Sponsoring 5ks and Marathons

Trade Shows

$500,000

Retailer Taste-Testing

$1,000,000

$300,000

Taste-Testing at Bars/Liquor Stores

$200,000

Geography

We are focused on both national and spot heavy up marketing in an effort to

increase brand awareness.

Spot markets included: Bakersfield, CA; Fresno, CA; Salt Lake City, UT;

Phoenix, AZ; Miami-Ft. Lauderdale, FL, Los Angeles, CA; Las Vegas, NV;
El Paso, TX; San Diego, CA; Milwaukee, WI

Our spot markets were chosen based upon:

High index numbers in relation to the consumption/interest of/in carbonated beverages.

Each individual spot markets overall population.

The high number of females ranging in age from 18-34.

With this focus we will be able to reach the largest most effective audience
possible while remaining in budget.

MARCOM Objectives

Increase national brand awareness for IZZE

Reach primary and secondary target audiences

Primary: Soft drink retailers

Secondary: Women ages 18-34

MARCOM Strategies

National Advertising

Network radio (morning, evening, and nighttime)

Womens magazines (B2C)

General interest magazines (B2B)

Digital (general sites, targeted sites, social, and mobile)

Spot Advertising

Spot radio (nighttime)

Digital (general sites, social, and mobile)

Outdoor (Billboards)

MARCOM Strategies Continued

Sales Promotion & Sponsorship

Sponsor The Color Run

Participate in trade shows to increase brand awareness

Provide taste-testing at retailers in our spot markets

Provide taste-testing to sample IZZE recipes at local bars/liquor stores

MARCOM Vehicles
Advertising Medium

Vehicle(s) Used

Womens Magazines (B2C)

People, Vogue, and Womens Fitness

General Interest Magazines (B2B)

Business Week, Convenience Store Decisions,

Grocery Headquarters

General Sites/Ad Networks

Google.com (SEM)

Targeted Sites/Ad Networks

Forbes.com, Google.com/finance

Social

Facebook, Twitter, Pinterest

Mobile

MyFitnessPal, MapMyRun, Amazon

Radio

Adult Contemporary, New Country/Country

Outdoor

Billboards within spot markets

The Color Run

Booth at event, coupons in participant bag,

sponsorship on event T-shirts

Retailer Taste Testing

Whole Foods, Costco, Trader Joes

Bar/Liquor Store Taste Testing

Based upon spot markets

Trade Shows

Juice Products Association, Nightclub and Bar

Convention

Media Schedule