MOONSTRUCK CHOCOLATE

MARKETING PLAN 2012CREATED AND PRESENTED BY

The average consumer sees hundreds if not thousands of advertisements per day, most of which they have been conditioned to ignore.  To be successful, brands must reach out to consumers where they least expect it - in the street, in their car, anywhere they would not expect a brand message.

At Nitty Gritty, we are a group of similarly forward-thinking creatives and managers who work to go beyond the typical means of advertising to reach consumers through creative non-traditional tactics. Rather than pursuing the sometimes prohibitively expensive markets of television and print, we utilize the relatively free medium of viral media coupled with creative and provocative regional campaigns to propagate a brand message on a far greater scale than the initial investment would garner in traditional ad buys. 

At Nitty Gritty, we have updated the meaning of full service agency to include the creative and technological needs of today’s consumer.  We know that traditional advertising isn’t enough in today’s market and we are willing to do what it takes to adapt because at Nitty Gritty, we get down to it.

Nitty Gritty teamErika Rattray Account Manager

Craig Batson Public Relations

Patrick Holly Copywriter

Nicole Shackelford Designer

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TABLE OF CONTENTS Executive Summary .......................................................................... 7

Scope of Work ....................................................................................8

Target Audience .................................................................................9

Internal ....................................................................................... 10

Consumer ....................................................................................11

B2B .............................................................................................. 14

SWOT Analysis ...................................................................................15

What is Moonstruck? ...................................................................... 16

Competitive Breakdown .................................................................18

Strategy ............................................................................................... 19

Tactics ....................................................................................................21

Web of Connectivity .............................................................23

B2B Tactics ...............................................................................25

Internal Tactics .........................................................................31

Consumer Tactics ...................................................................35

Budget ..................................................................................................52

Further Investment ..........................................................................55

Specifications ....................................................................................57

Social Media Details ............................................................. 62

Research Index ................................................................................. 65

Our Moonstruck Moments ........................................................... 69

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This campaign book represents Nitty Gritty’s recommended multi-channel product launch and Tumbled Chocolate marketing campaign for Moonstruck Chocolate. The Tumbled Chocolate campaign runs from May 1, 2012 to July 31, 2012 and is designed to increase the sales of Tumbled Chocolate and establish a framework for future product launches. The campaign will be centered on how eating a Moonstruck product has the ability to make any mundane activity a luxurious one. These moments of indulgence are dubbed “Moonstruck Moments”. The campaign will capitalize on the quality of Moonstruck’s products and how that quality has been expertly translated into a small, snackable, everyday treat. Tumbled Chocolate allows consumers to have a Moonstruck Moment in the every day--they no longer have to wait for a special occasion to splurge on a Moonstruck truffle or treat, they can have that same gourmet experience in their everyday routine. The campaign will focus on two core audiences: consumer and business-to-business and will include a plan for internal pre-launch strategy as well. Nitty Gritty is confident that the three-month Moonstruck Moment Campaign will show both groups how to have their own Moonstruck Moment, and ensure the success of Tumbled Chocolate and any future product launches.

EXECUTIVE SUMMARY

Marketing SupportSocial Media

Facebook

Twitter

Print & Trade Publications

Willamette Week

Gourmet News

Fancy Food & Culinary Products

Web

Facebook Ads

OPB.ORG Tile Ad

Media Channels that are covered in this campaign.

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Present a turn-key new product launch strategy

Define tools/tactics that reach all three channels

Outline a long-term support strategy for new product marketing

Supply ideas for creating national scale with a local brand

SCOPE OF WORK TARGET AUDIENCE

INTERNAL CONSUMER B2B

10 11

The target audience consists of men and women ages 35-54 that live in the greater Portland area. They are college-educated, work white-collar jobs and earn above $50,000 annually. Most are married and have children aged between 7 – 18. This segment heavily relies on technology to connect with each other and brands.*

- Interested in product stories

- Regularly entertain guests

- Like to go out for afternoons and evenings

- Like to shop local

- Prefer quality food

- Shop at upscale markets as well as chain grocery stores

- Social media user

- Wine enthusiast

TARGET AUDIENCE: CONSUMERTARGET AUDIENCE: INTERNALThis target audience is directly focused on Moonstruck Chocolate employees.

This audience consists of people from all walks of life, ranging from some in their mid-twenties working in Moonstruck Cafés and others working in the Moonstruck factory creating the chocolate. Moonstruck has invested in all these employees with the hope of having long-term stable workforce. Due to their varying backgrounds they do not share a common set of characteristics except for having a common goal of seeing Moonstruck succeed.

- Have varied interests

- Have a vested interest in seeing Moonstruck succeed

- Interested in the products they will be working with

* Nielson September 2009

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CHOCOHOLIC CHARLENEPROFILELocation: Portland, ORAge: 35 years oldEducation: College DegreeStatus: Married with no kidsFamily income: $150,000

Chocolate Affiliation Is a chocolate enthusiast and purchases Moonstruck and other chocolate brands regularly

MotivationEnjoys premium chocolate on a daily basis

How to reach- Moonstruck Stores- Local publications- Events (First Thursday)- Social Media

StoryCharlene loves all things Portland--chocolate included. Charlene and her husband can be found downtown at local events like First Thursday and the Farmers Market. They are always on the lookout for new things to do around the city. Sometimes she goes out of her way to buy premium chocolate at Moonstruck Cafés but generally buys chocolate at upscale markets such as Whole Foods. Tumbled Chocolates are perfect for Charlene because she is able to keep them at work and snack throughout the day.

AFFLUENT ADAMPROFILELocation: Lake Oswego, ORAge: 40 years oldEducation: College DegreeStatus: Married with 2 children Family income: $70,000

Chocolate AffiliationPersonally isn’t a premium chocolate consumer but purchases Moonstruck as gifts for others

MotivationWants to impress others with premium chocolates for special occasions

How to reach - Local print publications- Local news websites- Local radio

StoryAdam is a middle class dad who works to support family. He buys premium chocolate for special occasions, but due to his busy schedule, he doesn’t spend time comparing brands. He likes buying local Oregon products but product price point influences his decision. Tumbled Chocolate is perfect for Adam because its relative price point is lower than Moonstruck truffles while still maintaining the quality he expects.

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This audience consists of many different segments working within the food industry. These segments include but are not limited to retailers, distributors, brokers, wholesalers and importers. This group of individuals is interested in convenience, value, and quality. Most importantly, they are mindful that this is a consumer driven market and will not buy a product if there is no demand.

- Top level decision makers

- Analysts

- Trend watchers

- Profit driven individuals

TARGET AUDIENCE: b2bC

HA

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ICS

:

STRENGTHS+ QUALITY

+ LOCAL

+ HAND-CRAFTED

weaknesses

opportunities threats

- PRICE

- LIMITED LOCATIONS

- LACK OF LOCAL

AWARENESS

+ MEMORIES/PERSONAL CONNECTIONS

+ CONSUMER ENGAGEMENT

+ PARTNERSHIPS

- COMPETING PRODUCTS

- AVAILABILITY IN-STORE

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SWOT ANALYSISOur research uncovered the following strengths, weaknesses, opportunities and threats for Moonstruck’s Tumbled chocolate. These findings helped shape the direction and approach for the campaign.

The creative strategy focuses on optimizing Moonstruck’s strengths and opportunities while reducing threats.

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WHAT IS MOONSTRUCK? Snackable

Larger quantity than other Moonstruck products

HOW TUMBLED EXTENDS THE BRAND

Tumbled Chocolate has a physical resemblance to popular snack foods and gives consumers a familiar touchstone for which to relate to the product.

Provides a middle ground for consumers to enjoy the product in lieu of traditional snack foods.

WHY THIS IS GOOD

HOW TUMBLED EMBODIES THE BRAND Made with local fruits

Handmade High quality chocolate

Rich flavor

Creative packaging

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LOCAL COMPETITORS:

Alma Chocolate Farmers market

Regional distributors

1 retail store

Online store

DePaula Confections Online store

Local boutique distribution

Vosges Chocolate Regional distributors

Online store

Local partnerships (Rogue Brewery)

Corporate gifts (partner with champagne/wine)

COMPETITIVE BREAKDOWN

ALMAChocolate DePaula

THE STRATEGY CHANGE THE WAY CONSUMERS

ENCOUNTER

EXPERIENCE MOONSTRUCK CHOCOLATE

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TacticsHAVE A MOONSTRUCK MOMENT

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Hotel

B2B Ad

Website

Radio’s Website

Facebook Ads

Visitor’s Center

MOONSTRUCK MOMENT

PosterStreet Campaign

Facebook& Twitter

Farmers Market

Willamette Weekly

Ad

Tag Yourself Promo

FirstThursday

WEB OF CONNECTIVITYThis web shows how each element of our campaign connects flawlessly and how each facet relies on each other for support to create the big picture.

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B2B Tactics

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Limited Edition Moonstruck Chocolate Moleskine Notebooks

SWAG - “STUFF WE ALL GET”

Moonstruck Chocolate branded apron

(A) Create sales sheet that highlights information pertinent to new products

(B) SWAG leave-behinds

(C) Distribute during in person sales pitch

(D) Personalize for each segment (large distributor/boutiques/distributors)

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FACT: In 2010 the average supermarket carried over 38,000 items.*

IDEA: The idea behind creating a new sales sheet is to highlight information pertinent to new products. This sales sheet will be more reader friendly and visually appealing. Because each channel has its own needs and desires there will be three iterations of the sales sheet, one for each B2B audience segment: grocery, distributor, and boutique.

B2B

Increase new product awareness in B2B channels

B2B collateral

MEASUREMENT: Track change in B2B sales resulting from initial sales pitch.

“Competition and Marketing.” Food Marketing Institute (2009): n. pag. Web. 24 Jul 2011. <http://www.fmi.org/docs/facts_figs/CompetitionandProfit.pdf>

MOONSTRUCK CHOCOLATE

DISTRIBUTOR MANUALSUMMER & SPRING 2012

CLASSIC COLLECTION:

CREAM CONEto serve as a mid-sized gift.CLASSIC COLLECTION310098

CRITTER COLLECTIONThe perfect-sized treat.CLASSIC COLLECTION310098

Specialties

24 PIECEThe perfect-sized treat.CLASSIC COLLECTION310098

SALES SHEETS

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(A) Create and place advertisements in trade publications prior to product launch

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FACT: The readerships of all trade publications included in this tactic are comprised of at least 85% of our target audience.

IDEA: Placing advertisements in B2B trade publications specially tailored to Moonstruck’s B2B audience will help increase awareness among B2B channels and lead to increased sales of Moonstruck Tumbled Chocolate and future products.

B2B

Promote new product awareness among distributors prior to product release

Trade publications

MEASUREMENT: Increased distributor product familiarity at initial sales pitch meeting.

Potential ad for a trade publication

30 31

INTERNAL TACTICS CHANGE THE WAY CONSUMERS

ENCOUNTER

EXPERIENCE MOONSTRUCK CHOCOLATE

32 33

(A) Hold company-wide gathering - Fun, engaging product-centered - Speeches from Chef Julian Rose - Tastings - Information about pairings (wine/cheese) - Educate staff re: product history/backstory - Ingredients and locality

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FACT: Knowledgeable and enthused staff will be more likely to embrace and promote new products.

IDEA: The idea behind this is to get the whole company involved and knowledgeable about Tumbled Chocolate and any future product. The event should be fun and upbeat to engage all tiers of Moonstruck employees. It will educate staff about the “Moonstruck Moment” campaign and encourage them to share their knowledge with patrons in future sales situations.

INTERNAL

Engage all tiers of the Moonstruck staff in a new product launch and ensure they will be informed evangelists for Tumbled Chocolate and the Moonstruck brand - Moonstruck Moment - Launch Events - Product Story

INTERNAL KICKOFF EVENT

34 35

CONSUMER TACTICS Pic of Julian??

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(A) Place a moonstruck brochure in Visitor Center

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FACT: Tourists often utilize the Portland Visitors Center to gather information about what the city has to offer.

IDEA: Moonstruck will target visitors through strategically placed brochures in the visitors center in order to drive traffic to Moonstruck Cafés and increase awareness of the Moonstruck brand as a quintessential Portland attraction.

CONSUMER

Promote Moonstruck Chocolate as a primary destination among tourists and drive tourist traffic to Moonstruck social media sites

VISITORs CENTER

MEASUREMENT: Track in-store foot traffic and total sales at Moonstruck Cafés.

DOWNTOWN PORTLAND

608 SW Alder St.Portland, OR

503.241.0955

PIONEER PLACE700 SW Fifth Ave.

Portland, OR 97204503.219.9118

NW PORTLAND526 NW 23rd Ave.Portland, OR 97210

503.542.3400

LAKE OSWEGO VILLAGE45 South State St.

Lake Oswego, OR 97034503.697.7097

BEAVERTON11705 SW Beaverton-

Hillsdale HighwayBeaverton, OR503.352.0835

Fresh Rainier cherries, Northwest blueberries, Oregon hazelnuts, locally roasted co�ee beans, malt balls, and caramels all covered in the best chocolate money can buy. Our Tumbled Chocolates have a knack for innovation with a respect for tradition. They are made in the spirit of the earliest confectioners from Egypt who rolled fruit and nuts in sugar to give them a sweet outer coating. Nowhere else can capture our passion for quality quite like Portland, the city where craftsmanship is something to be respected and exceptional quality is a requirement.

Come in for a free sample and have your own Moonstruck Moment because after all, words can only say so much while a taste speaks volumes.

Welcome to Portland! Introducing...Tumbled Chocolate

MOONSTRUCK LOCATIONS:

@MoonstruckChoc

facebook.com/moonstruckchocolate

It’s a passionate town, with a pension for living in the moment.

Our Moment came one night in 1993 when, on a whim, a Portland husband and wife decided to quit

their desk jobs and start making chocolate - chocolate that captured the Portland spirit of quality and craftsmanship.

Nearly two decades later and we’re still doing chocolate the same way: by hand, and with the best ingredients around. From our sea salt caramels to custom truffles, we have remained dedicated to making innovative sweets and making them well.

Stay Informed!

Unique brochures to be placed in the Portland Visitors Center.

38 39

(A) Place Moonstruck Chocolate on pillows

(B) Place Tumbled Chocolate in minibar

(C) Brochures in room

(D) Pilot program will run in Greater Portland Area for 30 days and then be evaluated to determine if it should be spread to a regional or national level

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FACT: The summer months are the peak season for hotels and tourism.* IDEA: In order to drive sales of Tumbled Chocolate and foot traffic to Moonstruck cafes we will take a three-pronged approach to customer-brand involvement within the rooms of the two Portland-based Kimpton Hotel properties. The initial campaign will run for 30 days and be measured to determine if it should be spread to a regional or national level.

CONSUMERS

Place Moonstruck products and information in high-end hotels in the Greater Portland Area

HOTELS

MEASUREMENT: Track minibar, online, and café sales during pilot program.

“Economic Impacts of Travel, 2010 Portland, Oregon.”DEAN RUNYAN ASSOCIATES. N.p., 1/5/2011. Web. 9 Aug 2011. <http://www.travelportland.com/about-us/research/research-pdfs/

economic-impacts-of-travel-2010>.

MOONSTRUCK LOCATIONS:DOWNTOWN PORTLAND608 SW Alder St.�Portland, OR�(503) 241-0955

DOWNTOWN PORTLAND -PIONEER PLACE700 SW Fifth Ave.�Portland, OR� 97204503.�219.�9118

NW PORTLAND526 NW 23rd Ave.�Portland, OR� 97210503.�542.�3400

LAKE OSWEgO VILLAgE45 South State St.�Lake Oswego, OR� 97034503.�697.�7097

BEAVERTON11705 SW Beaverton-Hillsdale Highway�

Beaverton, OR�(503) 352-0835

Have aMoonstruck

Moment

Por tlandhand inmade by

Moonstruckchocolate.coM

MOONSTRUCK LOCATIONS:DOWNTOWN PORTLAND608 SW Alder St.�Portland, OR�(503) 241-0955

DOWNTOWN PORTLAND -PIONEER PLACE700 SW Fifth Ave.�Portland, OR� 97204503.�219.�9118

NW PORTLAND526 NW 23rd Ave.�Portland, OR� 97210503.�542.�3400

LAKE OSWEgO VILLAgE45 South State St.�Lake Oswego, OR� 97034503.�697.�7097

BEAVERTON11705 SW Beaverton-Hillsdale Highway�

Beaverton, OR�(503) 352-0835

Have aMoonstruck

Moment

Por tlandhand inmade by

Moonstruckchocolate.coM

Brochures to be placed in hotel rooms that resemble Moonstruck’s award-winning packaging

40 41

(A) Open booth at PSU Farmers Market

(B) Display promotional brochures with links to Moonstruck social media sites

(C) Display First Thursday event Poster

(D) Use Moonstruck’s Facebook page and Facebook advertisements to promote the launch of new products (E) Direct traffic to Facebook page with promotional additions to print collateral

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FACT: The PSU Portland Farmers Market averages 12,000 customers every Saturday.*

IDEA: In order to reach food and health conscious consumers Moonstruck will operate a booth within the farmers market at Portland State University. This will reinforce the Moonstruck brand as a Portland staple, promote sales, and allow Moonstruck to have a controlled encounters with a large number of consumers.

CONSUMERS

1 - Increase brand awareness among local target demographic/tourists

2 - Create a launch pad for new products

3- Promote First Thursday event and direct traffic to Moonstruck social media sites

FARMERS MARKET

MEASUREMENT: Measure the sales and brochures taken at the booth over the season.

Oregon Farmers Market Assoc. “Portland Farmers Market.” Aug. 7, 2011. Quoted from E-mail.

42 43

OPB’S WEBSITE:

FACT: Oregon Public Broadcasting is ranked among the most popular stations for Portland area listeners ages 35-54 with an average annual income of $50,000-$70,000.*

IDEA: Promote new products by advertising on Oregon Public Broadcasting’s website for a minimum of four weeks. This will reach our target demographic and because OPB limits the amount of advertisements on it’s website, Moonstruck’s buy will have less competition and therefore yield a higher return on investment. The advertisement will link back to Moonstruck’s website which will be promoting Tumbled Chocolate on its homepage.

WEBSITE: www.opb.org

(A) Place ads on the Oregon Public Broadcasting website to promote new Moonstruck products

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CONSUMERS

Increase awareness of new Moonstruck products among the target audience

OREGON PUBLIC BROADCASTING ADVERTISEMENTS

MEASUREMENT: Measure the number of impressions during the run period as well as the click-through-rate and track the online sales during the run period.

“The Media Audit- Media Profile Report.” International Demographics 18/5/2011. n. pag. International Demographics . Web. 5 Aug 2011.Screenshots of a Moonstruck web advertisement

44 45

PIcture of craig and erika??

FACT: Due to its central location and proximity to popular shopping centers and attractions, Pioneer Court House Square is a hub for both local and tourist foot traffic.

IDEA: Moonstruck will increase buzz about the Moonstruck brand and its new Tumbled Chocolates through a Street Campaign and PR push. The campaign will focus on the “Moonstruck Moment” theme and explaining how the concept relates back to the Moonstruck brand. A photographer will be taking photos of participants during the event and participants will be encouraged to tag themselves in the photos posted on Moonstruck’s Facebook page.

(A) Set up a booth in Pioneer Courthouse Square focused on offering members of the public Moonstruck Moments

(B) Complementary back rubs

(C) Butler serving tumbled chocolate samples

(D) Collaborate with local media to get coverage of event (Channel 8) (E) Tie into holidays i.e. national random act of kindness day

(F) Hire photographer to document event and post photos on Moonstruck Facebook page

(G) Encourage people to tweet “I just had a #MoonstruckMoment”

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CONSUMERS

1 - Garner public understanding and media coverage of the “Moonstruck Moment” concept

2 - Increase awareness of Tumbled Chocolate and First Thursday event

STREET CAMPAIGN

MEASUREMENT: Track Moonstruck related tweets and the increase in subscriptions to Moonstruck’s social media sites. Track media coverage of event over traditional mediums.

Our vision of a Moonstruck Moment in Downtown Portland

46 47

(A) Host an art show featuring the “Making of a Moonstruck Moment” during First Thursday

(B) Custom Tumbled Chocolate wine pairings with local vintners

(C) Promote event with in-store poster

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FACT: 62% of people visiting the First Thursday website are 35 years or older and 64% have a college degree with an income within Moonstruck’s target range.*

IDEA: Host an art show during First Thursday and use it as a launch event for new products. The event would be themed “Making of a Moonstruck Moment” and will feature one of a kind truffles decorated live by Chef Julian Rose as well as custom Tumbled Chocolate wine pairings from local vintner, Twist. A photographer will be documenting the event in order to generate content for the Moonstruck Facebook and website.

CONSUMERS

Create awareness of new product among key consumer demographic and media outlets

FIRST THURSDAY LAUNCH EVENT

MEASUREMENT: The results will be measured in overall event attendance, increase in sales of Moonstruck products at event, and increase of Facebook Likes.

“Quantcast.” N.p., 5/8/2011. Web. 5 Aug 2011. <http://www.quantcast.com/>.

JAMIE SEXTON2453 1st AvenuePortland, OR 92705

STAMP

Invitation for our First Thursday event.

Join Moonstruck Chocolate-for-

The Making of a MoonsTruck MoMenT

We will be celebrating the release of our new Tumbled Chocolates

With an ode to the art of chocolate making

Guests will be treated to one of a kind trufflesand custom Tumbled Chocolate wine pairings from

local vintner Twist.

July 05, 2012

Gallery6:00pm -10:00pm

48 49

(A) Implement social media promotional campaign to engage online users

(B) Content calendar

(C) Place Facebook ads to spread awareness of new products

(D) Create custom landing page for users that click Facebook ads (E) Direct traffic to Facebook page with promotional additions to print collateral

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FACT: Facebook is the second most popular site among adults aged 35-54 in the Portland Market.*

IDEA: Use Moonstruck’s Facebook page and Facebook advertisements to promote the launch of new Moonstruck products. In addition to initial audience reach, Moonstruck will be able to utilize the resulting influx of fans to sustain long-term brand awareness and promote future events.

CONSUMERS

Increase awareness of new products among Facebook users

SOCIAL MEDIA: FACEBOOK

MEASUREMENT: Use Facebook Analytics to track Facebook page traffic and click-thru rate and increase in sales.

“The Media Audit-Media Profile Report.” International Demographics 18/6/10 .n. pag. International Demographics . Web. 5 Aug 2011

50 51

Product Launch: Social Media Editorial CalendarOVERVIEW: When launching a new product, Moonstruck Chocolate Co. must take advantage of its pre-existing fan base on social networking sites. This editorial calendar provides a guide for social media posts during the product launch. The calendar is focused on promoting new products via Facebook but it is recommended to apply the same content themes to other social networking sites such as Twitter.

Moonstruck should post one to two comments/posts on their Facebook page per day and tweet one to four times per day on Twitter. To capture the largest audience Moonstruck should post/tweet during morning hours around 9 AM, during lunch at 12 PM, and little after work hours at 5:30 PM.

A MORE DETAILED CALENDAR CAN BE VIEWED IN THE INDEX ON PAGE 60.

SUNDAY MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY

Phase OneFacebook Ad:

Campaign Teaser

Teaser Fan GuessingHint

Fan GuessingHint

Hype

Announcement Stay Tuned Product Description

Event Announcement

ProductDescription

Phase TwoFacebook Ad:

Change Pictures & Comment on it

Blogger Article

How it’s MadeVideo

Event Details

Show Excitement

of Event

Phase ThreeFacebook Ad:

Favorite Memory

Employee Testimonials

Employee Testimonials

Event Reminder

Show Excitement

of Event

Where to BuyProduct

Show Excitement

Reminder of Event

Like for EventPhase Four

Facebook Ad:Custom Landing

Page & Recap

Ask forEvent

Feedback

CustomerTestimonials &Media Reviews

ProductFeedback

CustomerTestimonials &Media Reviews

CustomerTestimonials &Media Reviews

CustomerTestimonials &Media Reviews

CustomerTestimonials &Media Reviews

(A) Reach out to members of the media with press releases and pitch letters (traditional journalists, bloggers, etc.)

(B) Grant interviews and give tours to journalists and bloggers that ask for them

(C) Post press releases to Moonstruck’s website

(D) Post coverage to Facebook page

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FACT: According to the 2011 Edelman Trust Barometer overall global trust has increased since 2010. This includes businesses, media and government.*

IDEA: Send press releases and pitch letters to media outlets promoting the release of new Moonstruck products in order to get media coverage. The letters will give information about new products, offer tours of Moonstruck’s factory, and interviews of key Moonstruck personnel. This will garner media coverage, create content for social media, and promote sales of Moonstruck products.

B2B

Increase media coverage of Moonstruck

PUBLIC RELATIONS

MEASUREMENT: Track media coverage of Moonstruck.

CONSUMERS

“2011 Edelman Trust Barometer- Key Findings Presentation.” 2011 Edelman Trust Barometer. StrategyOne, 1/1/2011. Web. 10 Aug 2011.

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BUDGET ALLOCATIONCOST Hotel Samples Mini Bar Brochures

Visitors Center Entry Fee Brochures

Edible Thursday SWAG Poster Wine Show Set-Up Product at Show Invites Postage Envelopes

Invite

WW Ad Samples Brochures

Street Campaign Samples Rent for Space Suit/Actor

Farmers Market Entry Fee Samples Set-Up Cost Labor Brochures

Radio Stations

Facebook Ads

B2B Gourmet News Fancy Foods SWAG

Internal Launch Employee Training

TOTAL

PRICE

$3,048Free (pitch)$1, 524

$475$240

$2,000$500$439.92$3,500$50

$66$20$30

$1,650$500$400

$750$1,335$1,500

$55$500$2,400$900$400

$2,000

$2,000

$12,915$9,450$1,500

$2,000

$52,000

QUANTITY

15,240

3,810

1 Year600

208 cases

25150

100lbs Tumbled1,000

50lb Tumbled

1 Year25 lbs.

1,000

OPB.com

BASIS

Based on 20 Cents

.40 Each

.40 Each

$100 Print/Photo Work$54.99/case

.44 EachBox of 250.20 Each

$5.00 lbs.

$5.00 lbs (3 Events)$445 Rent Option 2

4 Times

.40 Each

3 Prints Print 1/23 Prints Print 1/2

54 55

FURTHER INVESTMENTWhile the “Moonstruck Moment” campaign operates primarily at the local level it can easily be expanded to the national market through further monetary investment.  

AD CAMPAIGNThe ad campaign can be expanded through increased ad buys and new advertisements based on the Moonstruck Moment theme.

STREET CAMPAIGNThe street campaign can be expanded into other major markets around the country in order to bring Moonstruck into the everyday lives of people around the country.

ART SHOWThe “Making of a Moonstruck Moment” art show can be replicated in other cities around the country in order to raise awareness of Moonstruck Chocolate and promote new products.

SOCIAL MEDIASocial Media ad buys can be expanded and the social media strategy outlined in this book can be continued to keep fans engaged with the brand.

HOTELIf the pilot partnership with Kimpton Hotels is successful, it can be replicated in other Kimpton properties throughout the country.

56 57

specifications

58 59

B2B Trade Publications’ SpecsAdvertisement placements are tailored to magazine/issue content.  These trade publication readers are:- Specialty and gourmet retailers- Grocery & department stores- Specialty distributors & brokers- Supplier business Inserts: ½ Half Page, Full Color 6 Ads in 2 Publications  Fancy Food and Culinary Products Impressions: 20,009 CPM: $157.42 Advertising months are based on a particular feature: July: Chocolate Sept: Sweets & Treats Oct/Nov: Snacks   Gourmet News Impressions: 24,538 CPM: $175.44 Advertising months are based on a particular features: July: Chocolate Oct: Wine Nov: Gifts

CONSUMER PUBLICATION SPECSAdvertisements targeted at consumers to raise awareness of Tumbled Chocolate First Thursday launch event. These readers are… Loyal: In a recent survey, 52% of respondents said they read Willamette Week at least four times per month.

Educated: 79% of Willamette Week readers surveyed have advanced and/or college degrees. The Key Demographic: 63% of Willamette Week readers are 25-44 years old.  Have money to spend: 57% of those surveyed have an annual household income over $50,000, 20% over $100,000.

 Insert: Half Page, Full Color 1 Advertisement  Willamette Week: Impressions: 90,000 CPM: $18.33

60 61

SOCIAL MEDIA ADVERTISING SPECSAdvertisement will be posted on Facebook where our target demographic is already spending their time.  TARGET INFORMATION:Location: Country: USA City: Greater Portland area Demographics: Age: 35-54 Gender: Both Precise Interest: - Chocolate - Dark chocolate - Milk Chocolate - Cooking - Dining Out - Art  Connects: People who are not already fan of Moonstruck Chocolate Co.  Campaign & Budget: “Moonstruck Moment” Budget limited: $223/week for 9 weeks Facebook: Pay-per-click (CPC) Suggested bid: $2.64* (Note: This price is suggested bidding lower is ideal)

Oregon Public Broadcasting Radio SpecsAdvertisements are targeted specifically at consumer of OPB who fit within the target consumer age group.  Viewers are: - Active, Educated and Influential - 42.9% are between the ages of 35-54- 24% have $100,000+ in liquid assets- 27% have traveled abroad in the past two years - 48% have a single or advanced degree Insert: 120 x 120 pixels linked ad rotating throughout the site. OBPImpressions: 366,879* (Note: Aged 35-54 visited OBP in the last 30 days)

CPM: $5.45

62 63

TITLE4 WEEKS BEFORE

PHASE ONE:

FACEBOOK AD

TEASER

FAN GUESSING

CONTEST

FAN GUESSING CONTEST HINT

HYPE

3 WEEKS BEFOREANNOUNCEMENT

STAY TUNED

PRODUCT DESCRIPTION

EVENT ANNOUNCEMENT

2 WEEKS BEFORESTART PHASE TWO: FACEBOOK AD

CHANGE PICTURES

COMMENT ON LOOK CHANGE

BLOGGER ARTICLE

HOW IT’S MADE VIDEO

DESCRIPTION4 WEEKS BEFOREUse Facebook Ads to encourage users to Like Moonstruck’s page.

Post teaser announcing that Moonstruck is almost done creating a brand new product that will be unveiled soon.

Ask fans an open-ended question about what they think the new product will be. Encourage engagement by responding to their guesses with clues.

Provide a hint for fan guessing contest.

Let fans know that the new product will be unveiled on Monday. Post the best fan product guesses so far and ask for more.

3 WEEKS BEFOREUnveil the product through a video of Julian announcing and explaining it.

Let fans know that there’s more exciting info to come.

Provide info about the new product (i.e. history, photos, ingredients, etc.)

Announce to fans that Moonstruck will be holding a launch event and invite them to join.

2 WEEKS BEFOREUse Facebook ads to promote release of new product.

Change all photos on social media page to promote new product.

Comment on photo change.

Get a chocolate/food blogger to write an early review of the new product.

Post video of how the new product is made.

TUMBLED EXAMPLE4 WEEKS BEFOREPost a general Moonstruck advertisement on Facebook to drive traffic to Facebook page.

Moonstruck is proud to announce that we are almost done perfecting a new product and will be unveiling it shortly.

What do you think our new product will be? The rumor we’ve been hearing is that it involves King Tut. Your thoughts?

There have been some good guesses so far, so we figured we’d give you a hint: The new product will NOT involve pickles.

Moonstruck’s new product will be officially unveiled Monday. The best suggestion so far is _____. Any last guesses?

3 WEEKS BEFOREMoonstruck Chocolate is proud to announce our new Tumbled Chocolate! Watch our Master Chocolatier, Julian Rose, make the announcement of it here (link).

If the announcement of Tumbled Chocolate wasn’t enough for you, later this week we will be announcing another exciting surprise!

Our new Tumbled Chocolate is a modern interpretation of the world’s first treat - find out more information on our website (link).

Moonstruck is proud to announce that we will be holding a launch party for our new Tumbled Chocolate during First Thursday next month!

2 WEEKS BEFOREFocus on making exising fans aware that Tumbled Chocolate is about to be released.

Change all photos on Facebook page to Tumbled Chocolate.

We’ve decided to go all out for Tumbled Chocolate - what do you think?

John from the blog Chocolate Lover came by our factory today to taste Tumbled Chocolate and see how it’s made. Check out his post here (link).

Here’s an inside look at how Tumbled Chocolate is made.

TITLE

EVENT DETAILS

WEEK BEFORESTART PHASE THREE FACEBOOK AD

FAVORITE MEMORY

EMPLOYEE TESTIMONIALS

EVENT REMINDER

WEEK OF LAUNCHWHERE TO BUY

“LIKE” FOR EXCITED

REMINDER OF EVENT

“LIKE” FOR EVENT

CUSTOM LANDING PAGE

EVENT RECAP

EVENT FEEDBACK

PRODUCT FEEDBACK

ONE WEEK AFTER“LIKE” FOR TASTED

STORE TESTIMONIALS

MEDIA REVIEWS

DESCRIPTION

Post reminder and details of event.

WEEK BEFOREPromote launch event with Facebook Ads

Ask fans to respond with their favorite Moonstruck Memory

Post employee testimonials on what they like about the new product

Event reminder

WEEK OF LAUNCHLet fans know when and where they can buy the product

Ask fans to “Like” the status if they are excited about Tumbled Chocolate

Remind fans of time, date, and location of event

Ask fans to Like status if they are coming to the launch event

Create a custom landing page for users that visit website via ads

Post photos and details of launch event

Ask for feedback about event

Ask fans if they have tried the new product and ask for feedback

WEEK OF LAUNCHAsk fans to “Like” a status if they have tasted Tumbled Chocolate

Post videos of customers trying new product at Moonstruck cafes

Post reviews from the media

TUMBLED EXAMPLE

Our “The Making of a Moonstruck Moment” launch even is in two weeks and will feature chocolate centric art. Are you excited?

WEEK BEFOREAd displays event information and links through to event page

What’s your favorite memory of eating Moonstruck Chocolate?

Lake Oswego employee Jane Goodall says, “I love how Tumbled Chocolate brings together all the best products Portland has to offer and COVERS

THEM IN CHOCOLATE! As if it could get any better.”

Moonstruck’s “The Making of a Moonstruck Moment” is this week during First Thursday at the art gallery. Come by to see some truly delicious art.

WEEK OF LAUNCHTumbled Chocolate will be available online and in stores around the country next week.Click here to find a retailer nearest you.

If you are excited about Tumbled Chocolate let us know!

Remember, Moonstruck will be holding a launch party for Tumbled Chocolate at the _____ gallery this upcoming First Thursday!

Who will be joining us tonight for our “The Making of a Moonstruck Moment” launch event?

Page should focus on getting them to “Like” Moonstruck and informing them about Tumbled Chocolate.

Hope you had a Moonstruck Moment at the gallery! If you couldn’t make it, here’s a little bit of what you missed (link).

Did you have a Moonstruck Moment at our First Thursday event? We’d love to hear about it.

Now that Tumbled Chocolate is officially for sale, have you picked up a box yet?

WEEK OF LAUNCHHave your tried Tumbled Chocolate yet? What do you think?

We asked some people walking by our Downtown Portland cafe to try new Tumbled Chocolate. Here’s what they said (link).

Reviews are rolling in for Tumbled Chocolate. Check out another one here (link).

SOCIAL MEDIA DETAILS & EXAMPLES

64 65

RESEARCH INDEX

66 67

IF ALL U.S. INTERNET TIME WERE CONDENSED INTO ONE HOUR, WHAT KIND OF SITES WOULD BE VISITED?

SOURCE: Nielsen NetView: June 2010* Other refers to 74 remaining online categories visited from PC/laptops** NewView’s Videos/Movies category refers to time spent on video-specific (e.g., YouTube, Bing Videos, Hulu) and movie-related websites (e.g., IMDB, MSN Movies and Netflix) only. It is not a measurement of video streaming or inclusive of video streaming on non-video-specific websites (e.g., streamed video on sports or news sites).

SOCIAL NETWORKS/BLOGS13m 36s

*OTHER20m 36sec

E-MAIL5m 00sec

PORTALS2m 36s

INSTANT MESSAGING

2m 24s

**VIDEOS/MOVIES2m 18s

SEARCH2m 6s

SOFTWARE INFO 2m 00s

MULTI-CATEGORYENTERTAINMENT

1m 42s

CLASSIFIEDS/AUCTIONS

1m 36s

OU

T O

F 6

0 M

INUTES

AG

E A

NA

LYS

IS

AGES 35-44

53.9%

AGES 50-54

20.8%

AGES 45-49

25.3%

ED

UC

AT

ION

PR

OF

ILE

COLLEGE DEGREE

41.6%

H.S.GRADUATE

21.2%

SOMECOLLEGE

21.4%

ADVANCED DEGREE

15.7%

AN

NU

AL

IN

CO

ME

OVER 50k

56%25-35k

18.1%

30-50k

20.6%

15-25k

5.3%

SOURCE: 2011 International Demographics Inc.

REPORT MARKET: Portland, OR

REPORT BASE: Adults - Age 35-54

REPORT PERIOD: Sep - Oct 2010

OPB.ORG PROFILE

Popular websitesThis graph indicates the more visited websites in the Portland, OR area for ages 35-54.

SOURCE: 2011 International Demographics Inc.

REPORT MARKET: Portland, OR | Sept - Oct 2010

REPORT BASE: Household Income: $50,000 - $75,000 / yr

PRIMARY 1: Adults - Age 35 - 54

TARGET 1 PERSONS:

45,331

43,02325,635

19,85517,334

VISITED IN THE PAST 30 DAYS TO:

OREGONLIVE.COM

FACEBOOK.COM KGW.COM

OPB.ORG COMCAST.NET

OPB.ORG STATISTICSThese three graphs illustrate a further look into OPB’s target audience.

68 69

NAME: Erika “Smiley Face” RattrayPOSITION: Account ManagerHOMETOWN: Othello, WAMOONSTRUCK OF CHOICE: Sea Salt Milk Chocolate Truffles ABOUT: Erika is a free spirited gypsy soul who loves smiley faces and rainbows.

NAME: Patrick “Pep Pep” HollyPOSITION: CopywriterHOMETOWN: Boston, MAMOONSTRUCK OF CHOICE: Sea Salt Caramels ABOUT: Pat is a writer, blogger, documentary lover, Fabio lookalike, five time NBA all-star, inventor of the lightbulb, average guy.

WE ARE

AND WE’RE GETTING DOWN TO IT.

NAME: Craig “Batter Up!” BatsonPOSITION: Public RelationsHOMETOWN: Olympia, WAMOONSTRUCK OF CHOICE: Tumbled Sea Salt CaramelsABOUT: Craig likes things and enjoys doing them. He prefers to do things that he likes but will sometimes put up with doing things he does not if they are for a good cause.

NAME: Nicole “Shack” ShackelfordPOSITION: DesignerHOMETOWN: Mt. Pleasant, MIMOONSTRUCK OF CHOICE: Dark Tumbled Ice Wine RaisinsABOUT: Shack is slightly obsessed with 90’s music and wishes dogs would stay puppies forever.

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