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.