Objective:

Build a holistic integrated marketing campaign for the full calendar year 2017 that delivers on the below objectives:

1. Within the Heartland: Heavy User Strategy

  • Grow Brand Relevance through engagement tactics with Heavy Snapple Users.

  • Brand Relevance is currently at 50%, implying that 50% of the time a consumer wants a Tea or Juice Drink we are in the consideration set.

  • Grow Purchase Frequency: Grow Heavy User Buying Rate from 9x to 10x per year.

2. Non-Heartland: Light User Strategy

  • Drive Trial by converting our high Awareness (90%) to Top of Mind Brand Awareness (15%).

  • 90% of people outside of the Heartland are aware of Snapple, but only 15% have Snapple in their top Tea or Juice Drink consideration set.

  • Grow Purchase Frequency: Grow Light User Buying Rate from 1x to 3x per year.

My Role: Account Manager + Media Planner

  • Conducted quantitative and qualitative research to create a strategic advertising message for repositioning Snapple Tea as the top RTD brand.

  • Developed a 12-month media plan that increased brand awareness among the target audience within a budget of $50 million.

  • Managed a team of 25 students by creating a supportive and collaborative culture, establishing team objects, creating a timeline for completing campaign tasks and ensuring projects were completed on schedule.

  • Served as the team’s point of contact to the university and sponsor by meeting with stakeholders and reporting the campaign’s progress.

  • Balanced the organization’s budget by managing costs of travel, accommodations, focus groups, registration fees and all other expenses.