Raw Tea Campaign Book


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2

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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Raw Tea Co. Product StrategyGeneralProductBackground

Category Definit ion and DescriptionTheRawTeaCompanyisnotintheteabusiness.Rawhasbeenestablished

uponindividuallycraftedcorevalues,

whichprovideapleasurableand

memorableexperiencetothetarget

consumerthroughabeveragethat

soothestheirsensations,RawTeaCo.

isinthebusinessofproviding

experientialmomentsofpleasure.Nature of the Assignment

Todevelopaninnovativeteaproduct

thattheconsumerdidn'tevenknow

theyweremissingouton.In

combinationwiththefunpackaging

anduniquesteepingtechnique,loyal

teadrinkerswillwanttoenjoytheir

ownbloomingteaexperience.

Statement of Goalsand Objectives of theProduct

TheRawTeaCompanys

goalistosuccinctly

revolutionizethetea

marketwithintricate

researchbasedonour

targetmarketsneedsanddesires.

Thisproductwillembodyan

experience,animageand

personalitythatiscurrently

untappedinthelooseleaf

teasegment.

PartI:strategy


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4

Market

Researchand

Product

Insights

Insights from marketresearch

1.Whatdopeople

valueinateabrand?Abrandthatrepresentstheir

lifestyleandvalues:

Environmentallyfriendly

Recentgreentrendssuchas

thetumblerreusablecupsdemonstratesthatconsumers

arebecomingenvironmentally

consciousintheirpurchases.

Ethicallyconscious

Increasingdemandsforfair

tradewithinthecoffee

industryoverthepasttwo

yearsexposethatpeopleare

advocatingethicalpractices

fromcompanies.Providesconvenience

Therecentincreaseinfastand

easyteashops/cafesshows

thatconvenienceisan

importantconsiderationfor

teadrinkers.

2.Isthereroomtoenter

theteamarket?"Althoughtheteamarketis

crowdedmarketwithbaggedand

looseleafteas,thegourmetand

specialtyteasegmentiscurrently

untappedandgrowingquickly.Infact,thespeciallyand

gourmetteasegmenthas

expandedto18.5%ofthe

currentteaindustry."WorldTeaMedia,reportedFebruary2012

OrganizersoftheWorldTeaExpo

andtheNorthAmericanTea

Championship,haverevealedsix

markettrendsthatwillshape2012

Theyincludetheriseofqualityteaandtearetailoutlets,aswellasthe

growingpopularityofgreentea,

andspecializedteaaccessories.

Marketresearchwithinthe

categoryfurtherdenotesthatthe

USteamarketwillcontinuetogrow

beyond2012andwillexpandby

8.7%in2014toreach$8.3billionin

salesthatyear.PackagedFacts,March2012

3.Whydopeopledrink

tea?Manypeoplereportdrinking

teaduetothefeelingsthatit

givesthem.Manyindividuals

describedrinkingteaprovides

thefollowingbenefits:Health

Increasinghealth

consciousnesshaspopularized

teaasahealthybeverage

option

Energy

Teaisnaturallycaffeinated,

givingmanydrinkerstheirdaily

energyboost

Relaxation/Relief Teaistraditionallyknownfor

itscalmingaffects,andmany

peopleuseittohelpthem

relax.

KeyfindingsidentifiedwithintheteacategoryRawTeaCo.hasassessedthecurrentteaindustrythroughextensiveresearchofits

competitorsandconsumers.Thisresearchhasbeenusedtoshapetheproductdevelopment.


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Key problems and opportunities these insights imply

TheseinsightsledtotheincorporationofthreedistinguishingelementsfeaturedwithintheRawTeaproductandbrand+

Ethical&

Ecofriendlypractices

Brandprovidesa

personality&experienceAccessible&

Affordable


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6

Statement of the problem that yourproduct recommendations address

Whiletraditionalteasinthecurrentmarketstressaffordabilityandaccessibility,manylackanauthentic

experiencefortheconsumer.Withsomanyoptionsin

acrowdedteamarket,therehastobesomethingthat

setsRawTeaapartfromtherest.RawTeaprovides

theconsumerwithauniqueexperienceandappealingbrand.Thebloomingprocesswillinvigoratethe

consumerssensesandinvitesthemtotakeamoment

torelaxduringtheirhecticlives.


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+ProductRecommendationProduct Description

Floweringtea

Small,attractiveandconvenient

Marblesized

RawTeamarbleiscreatedwitha

naturalweightthatkeeps

blossomedteaatthebottomof

thecup

Onceblossomed,theRawTea

flowercanberesteeped,45

timesthroughouttheday

Physicalcharacterist ics of RawTeaIndividualsizedfloweringmarble

Blossomedflowerretainsform,nodisintegration

Madeoutof100%natural

ingredients

Produceszerowaste

Product features withexperience support Aestheticallyappealinginbothdry

andsteepedforms

Providesanexcitinglypleasing

alternativetolooseleaftea

Naturallyproduced,ethicallymade,

environmentallyconscious

practices


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8

+

+

TheRawTeaCo.dedicatesitsbusiness

towomenwhoseekauthentic

experienceswithanaturalteathatisnot

onlydelicious,butalsoprovidesthe

consumerwithanexperientialmoment

torelaxandembracelifessimplicities

ConsumerBenefits Accessible

Ecofriendly

Experienceoriented

Source of product

benefits and productexperiences

Raw provideshe consumerith an

experience thatis unmet in thiscategory andrevolutionary inits conception

Unmet need product responds to

Experienceintheteaindustry

Accessibilityoffloweringtea

Individualsizedfloweringtea

Experience :RawTeaprovidesaunique,invigoratingexperiencethat

nootherbrandinthetea

industrycurrentlyoffers.It

givestheconsumera

momenttorelaxduringa

hecticday.Eco-Friendly:RawTeaisethically

producedandinsteadof

individuallywrappedbagsit

comesinmarbleformtoreducetheamountof

waste.Italsocomesinare

usabletinthatcanbe

refilledinstore.Convenience:RawTeaiseasilyaccessible.

Itcanbetossedinthe

consumerspurseandonly

takes5minutestoprepare

theperfectcupoftea,

anytime,anywhere.


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Raw Teaackaging

Price

Raw tea product lines

SizesSmall:Completewith12marbles.

IntendedfortheconsumerwhoistryingoutanewRawflavoror

purchasingRawteaasagiftfora

friend

Regular:Completewith25marbles.

Createdfortheloyalconsumer

whocancustomizetheirown

flavoroptionsandusedaily

PricePackagingAllnaturalpackaging

Labelisprintedon100%

recycledpaper

Tincanister,reusableforother

householduses

Airtightcontainersotea

marblesstayfreshand

flavorful

SmallCanisterofRaw

Tea:$9.79for12marbles(oneflavor)

RegularCanisterofRaw

Tea:$17.79for25marbles

(mixandmatchoptions)

Reuse the

tin

canister!


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10

Raw Tea Distribution:Toreachconsumers,Rawwillbeavailablewherethetargetaudience

regularlyshops,organicandhealthyretailoutlets.Rawwillalsobe

distributedthroughorganicandlargeretailersandanonlinecompany

store,providingaccessibilitytoabroaderaudiencesothatmorewomen

seekinganauthenticexperiencefromtheirteabeveragecanfindRaw

easilyandconveniently.

+

WholeFoods&Sprouts

Sellorganicandhealthyfoods

Environmentallyandethically

conscious

CustomersconsistentwithRawTeas

targetconsumer

TraderJoes

Sellsorganic,healthy,andspecialty

products

Environmentallyfriendly

Extremelyloyalcustomerbase

CustomersconsistentwithRawTeas

targetconsumer

Haswellestablishedsamplingand

promotionalopportunities

Target Providestheopportunityforgrowth

Customerbasethatislargelyfemale

Highlyvisibleandwelltrafficked

endisledisplays

RawTeaCompanyWebsite

Convenient

Ecofriendlyoptiontorefill

Customerswillbeencouragedto

recycletheirtinbyplacingtheir

refillonlineandsendingintheir

tin(freeofshippingcosts)


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+

+Womenofallages

Alreadyloyalteadrinkerwhodevoteshermoneyandtimetotryingnew

gourmetlooseleafteas

Boredwiththecurrentteasinthemarket

Nopriorknowledgeneededtousethisproduct

InterestinDIYprojects,crafty,experimental

Fastpacedlifestyle,alwaysonthego

Targetedthroughherlifestyleratherthandemographics

Typical Raw Tea Drinker

argetudiencenalysis

RawTeasTargetConsumer

isalready

loyaltothe

tea

category

Whowillbuythisproduct?

Whythisperson?

ChloBradstreet

Smalltowngirlfrom

Wheaton,IL

Attendedcollegeon

WestCoastatStanford

University

Worksinbrand

managementatAnthropologieinNYC

Who Loyalteadrinker,

enjoystryingnewtea

products

What

Strongfamilyvalues,

careerdriven,health

conscious

Caresaboutthe

environment,donates

tocharities

How

Socialmediadevotee,

consistentteablogger

More

Where

Onthecuspofthe

latestandgreatest

productsinthe

market

Liveswithheryellow

Labrador,Charlieand

livesforfleamarkets

andthriftstores


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12

arget Analysis Details

Why does thiperso

represent

viablsegment?

Chloerepresentsthewomenof

Americawhoareconstantly

crunchedforextratime.

Shedoesnthavetimetothinkaboutherfavoritemorning

beverageeveryday,shejustneeds

ittobesimple,convenient,and

delicious.

Innerdirectedpersonality(invest

intheproductforthefeelingthey

getratherthantoshowoffthepurchasetoothers)

Source of BusinessWheredoesthebusiness

comefrom?Stealingsharefromcompetitionwithin

theteaindustry,teabags,looseleafteas

andgourmettea

Oneinstorecompetitor(Teavana)

Variousonlinecompetitorswithno

marketingoradvertisingoutlets

Consumerswillhavetoenhancetheir

behaviorwillingnesstobuyaless

expensive,moreaccessibleproductthan

thosetheymayhaveseenbefore.


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ProductPositioning

Communication Issues

Business Definition

TheRawTeaCo.isnotintheteabusiness,but

thebusinessofaddingsimplepleasurestothe

consumerseverydaylife

RawTeaispositionedespeciallyfor

thewomanseekingauthentic

experiences,RawTeaisaesthetic

andnatural,providingamomentof

ahhhduringthechaosofeveryday

life,allowingitsconsumerstotakea

stepbackandenjoylifessimple

pleasures.

Positioning Statement

RawTeaprovidesamomentofinner

clarity;makingeverydayareasonto

celebratethosesmallsimplepleasuresor

experiencesweusuallydonothavetimeto

celebrate.

Essential Message


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14

ConclusionsHerearethreemaintakeaways,essentialtotheRawTeabrand

RawTeahasidentifieda

growingnichethatwill

appealtothisproduct.

+

RawTeawillpresenta

productteadrinkers

didntrealizetheywere

missingouton.

RawTeaproductsembody

anexperience,imageand

personalitythatare

currentlynonexistentin

theteamarket.


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Raw Tea Creative CampaignCommunicationStrategy&MediaSynergy

PartII:creative

Productmadeavailablein

Target

Socialmediaeventsand

effectsmeasured

30secondnationalTVcommercial

Websitelaunch

Socialmediasiteslaunch

RawTeasfirstpromotionalcampaignwilltakeplaceoverthree

months,beginninginOctoberof2012.Inchoosingafalllaunch

date,RawTeawillbeintroducedtoconsumerswhilethecools

andteademandsarerising.

Media Launch Sequence

October2012LateOctober/Early

November2012December2012

Productreleaseinorganicretail

outlets

Instoresampledisplays

Guerillamarketingcampaign

Webbanners

Secondscreen

ProductplacementonTVshow

Richmobilemediaapplication


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16

Strategic Goals

Objective:

ThegoalofRawTeaspaidmediaistogenerateawarenessand

stimulateconsumerinterest.

Elements:

30secondnationaltelevision

commercial

Guerillamarketing

Instoresampledisplays

Webbanners

Secondscreen

ProductplacementonTVshow

Richmobilemediaapplication

+

Objective:

RawTeasearnedmediafocusesonmakingthe

campaignanexperience,aiming

toactivelyengagingconsumers

toevokeasenseofbrand

ownershipandloyalty.

Elements: InteractiveGuerillamarketing

campaign

Socialmedia

Rawsponsoredevents

Objective:

RawTeasownedmediaisprimarilyconcentratedon

supportingthepaidandearned

elements,whileimplementing

othermethodstheconsumer

willengagewiththebrand.

Elements: Website

IndividualizedQRcode

Socialmediasites


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Inform. Entice. Activate.

30secondtelevisioncommercial

ThreeGuerillaEvents

SocialMediaNetworkso Twitter

o Facebook

o Instagram

o Pinterest

o Companywebsite

Webbanner

CompanyBrandedemail

Secondscreen/productplacement

QRcode

Instoresampledisplay

Mobilemediaapplication

hat type of brand-related decision-making processesill the target pass through in deciding trial, repeat andrecommendation of the product?

ll of these paid,earned, and owned

media elements arstrategically

designed to takethe consumerthrough a strategicdecision-making

process

Reciprocate. Advocate.

How do the creative elements fit?

TVCommercial

Spreadbrand

awareness

Teach

consumers

abouttheidea/process

ofblossoming

tea

GuerillaMarketing

&OtherPaidMedia

Elements

Sparkinterest

Reinforce

awareness Generate

intentto

purchase

GuerillaMarketing

&SocialMedia

Peoplewill

interactand

engagewith

Raw Consumerswill

createa

relationship

withbrand

SocialMedia&

InStoreSampling

Consumerswill

trytheproduct

Engagewith

socialmedia

sites

Continuing

relationship

Recommend&

supportRawTeaCo.

Peoplewill

becomebrand

loyal

Consumerswillpromote

throughwordof

mouth


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18

+

Simple PleasuresSinceRawTeaproductsprovidemomentsofsimplepleasure,

thethemerelevanttothisentirecampaignrepresents

momentsofindividualanduniqueexperientialmomentsof

gratification

Synergy & CohesionEachmediaoutletandvehiclerepresentsandemitscertain

measurableresponsesfromthetargetconsumer,whichwil

allowthemtonotonlyconsciouslyremaininformedabout

Raw,butalsototakepartintheinteractivityandhumanityof

thebrand

Target InvolvementByintegratingsomanyelements,whichinvolveandengage

thetargetaudience,theconsumerwillattainownershipof

thebrand.Toachievethis,messagesmustbeplacedwhere

theconsumerwillseeit,andfurthermore,itmustspeakto

thetargetthroughalanguagetheywillrespondtoafriend

orsomeonejustlikethem,RawTea

Relevant Media OutletsEachandeverysingleoneofthesecreativeelementsnotonly

coexistandcooperatewithoneanother,buttheyamounttoa

substantialawarenessandresponseorientedcampaignwith

mediaoutletsalignedstrategicallytocommunicateand

developarelationshipwiththeconsumer

Creative Campaign ObjectivesTheRawTeaCo.takesprideintheirethicalandecofriendlycommitmentstotheirenvironment,andstronglybelieves

thatnotjustcompanies,butpeopleshouldalldosomethingtogivebacktoourplanet.Furthermore,RawTeais

committedtoprovidingcelebratorymomentsofsimplepleasureeveryday.Hereareour4corevalues,whichare

prevalentintheRawTeabrandandcreativecampaign.


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ThegoalofthiscampaignistogenuinelyhumanizeRawTeatodevelopandbuildlong

lastingrelationshipswithourconsumers.ThishumanelementisthebackbonetoRawTea

Co.sentirecampaignandhashelpedrepresentRawTeasbrandcorevalues.

Why thestrong social

mediapresence?

Aconsiderableportionthecreativewithinthis

campaignpersonifiestheRawTeabrandand

achievesapersonaofhumanratherthanjusta

teacompany.Rawisawarethatadvertisinghaschanged.

Everyoneisonline,socialmediahasbecomethe

numberoneactivityonthewebandRawTeas

targetconsumer,aspreviouslydiscussed,devotes

muchofhertimetosocialmedianetworkingsites.

RawTeastargetconsumerseeksbrandsthat

allowhertoselect,createandengageonamore

humanlevel.


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20

Thirty Second Television CommercialThetelevisionspotwillbethefirstadvertisingmediumtobelaunchedinOctober2012.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.

Onherwaytotheofficesheseesagolden

retrieveroutsidethecaf,shepatshimonthe

headbeforehurryingontowork.

Chlomadeitintotheofficeandpulls

outhergreenmugturningonthehot

waterforhermorningritual

Chlosearsperkupatthesoundofa

streetperformerplayingthesax,shegives

himthe$5fromearlier

Chlograbsamarblefromherreusable

tinandplopsitintohermug,lettingouta

sighofreliefasherteabloomsbeforeher

AhhChlosaysandshefinallytakesa

secondtoreflectonthebrightlittle

momentsofhermorning

ThemorningFogislitbyallofthebright

momentsChlodoesntgettofullyenjoyuntil

shesitsdownwithhercupofRawTea,taking

amomentforherself.


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Guerilla Marketing EventsPleasureandpamperconsumersonthego

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

consumertheopportunitytoembraceherindividuality

Locatedinthemiddleofthehustleand

bustle,attractingtouristsandthetarget

consumerinthemidstoftheirbusyday.

ChalkWallArtinVeniceBeach,CA

BlankwallrentedoutinVeniceBeach,

coveredinchalkpaintandonesingle

question:Whatsyoursimplepleasure?

andananswer:Theperfectcupoftea.

Chalkwillbeprovidedforpassersbyand

womenontheirlunchbreaktosharethe

uniquesimplepleasureandreadothers

contributions.

Thisguerillamarketingeventhumanizes

theRawTeabrandandgivesconsumers

theopportunitytoplayanactiveroleinit

RawTeaCo.expectsthewalltogenerate

attentionandallowforpeopletotake

photosandsharethemonvarioussocial

mediaoutlets.

Similartothetelevisionadlaunch,RawTeasguerrillamarketingplanhasbeeninspiredbyfindingbrightmomentsindayto

dayactivities.Thetargetconsumerisalwaysonthegoandoftenlivesinurbancities,sotheseuniqueandoutoftheordinary

eventsarestrategicallyplacedinunexpectedareasthatareknowntodrawacrowd.Eachactivitywillbebrandedwiththe

RawTealogoandapersonalizedQRcode,whichmaintainstheconsistencyofthebrand.InsynchronizationwiththeRawTea

communicationstrategy,thefirsttwoeventsaresettoenticeconsumers,asthethirdeventwillactivateparticipation.


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22

+

FacebookThefirstobjectiveforthisFacebookpagewastointegratethe

consumerfully,andprovidethemwithanincentiveofactuallyinspiring

thecreativepromotionsofthiscampaign.Thiswasdonebyprompting

LikerstoviewthestatusRawTeaCo.postseachdaycompletewitha

brandedimageembellishedwithanoriginalsimplepleasure.Theyare

thenaskedtosharetheirsimplemomentofthedaywiththeincentive

ofbeingthenextfeaturedsimplemomentonFacebook.

ThesecondobjectiveofthisFacebookpagewastophysicallyinvolve

theconsumerandliterallymakethemmovetoactionthroughposting

eventsonFacebooksuchasTaiChiclasses,Yogaintheparkandgroup

joggingactivities,RawTea likerscanextendtheinv itationtotheir

friendsbysimplylikingourevent.

PinterestPinterestwillbeusedtolinkconsumersvisuallywithRawTeas

products,flavorsandvalueswhilealsocontinuingtoinvolve

followers.RawTeawillhaveseveralPinboards.Onewillbe

dedicatedtotheproduct,showingthemarbles,canisterand

logos.OnewillencompassRawTeasecofriendlyvalues,

followerswillbeabletoseetheethicaltreatmentofworkersand

apeakintotheecofriendlyprocessthatsusedtomakeRaw

Teasproduct.Therewillalsobeboardsforeachflavorwith

picturesthatembodytheflavor.Thelastboardwillbeusedto

continuetheSimplePleasurescampaignbyinvitingfollowersto

repintheirsimplepleasurestoRawTeasboard.

Social Media Campaign ComponentsAlltheelementsdescribedbelowareintendedtolaunchintheimmediatestagesofthecampaignandsignifythe

backboneofthiscampaign.Theseelementswillallowconsumerfeedbackandresponse,aswellasinvolvementand

engagement.AllemployedelementsarefeaturedoncommonsocialmediaoutletsthatRawTeaconsumersalready

enjoyusing.

TwitterRawTeasTwitterwillengageconsumerswhilekeepingthe

brandpersonable.RawTeawilltweetaboutavarietyoftopics

including:

RemindersaboutRawevents

DIYprojects

Ecofriendlytips

Simplepleasures

RawTeawillalsoaskpeopletosharetheirsimplepleasuresand

willretweetthemtotheirfollowers.TheperfectwayforRawTeatoengagethetargetconsumerwhilestayingconsistent

withthedistinctivebrandpersonality.

InstagramRawwillencouragefollowerstohashtagtheirpersonalphotoswith

brandedandcustomizedhashtag:#myrawmoment.Thecompanywill

giveincentivestofollowersforparticipatinginhashtaggingwithour

dailytagsandthemes.Forexample,RawTeapostsastylisticphotoof

theirsamplesimplepleasuresandencouragedourfollowerstodothe

sametobeenteredintoaweekendgetawaytoNewYorkCity.

InstagramwillfurtherenhanceRawsbrandpersonalityandassistin

generatingbuzzandinteractivitywithourconsumersastheyspenda


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TheRawTeabrandedwebsiteisthehubofall

socialmediaactivityaswellasthelaunchingpoint

fortheRawTeaInternetstoreandfurtheronlineinitiatives.Itfeaturesasimpleandcleanlayout

withanaturalaesthetictoembodyRawTeaseco

friendlyphilosophy.

Thelayoutofthewebsitewillchangewiththe

seasonandtheintroductionofnewproductsand

campaigns.KeepinginthemewithRawTeas

ethicalcorevalues,liketheproductandthe

consumer,theRawTeabrandiseverchanging

andflexibledependingonshiftsinthemarketand

consumerdemands.

Thewebsitedisplaysthreemainsectionsthatwill

leadtheconsumertootherresourceswithinthesite:Fall2012WebsiteLayoutNavigation

1. Sip:store,refillandproductinformation

2. Slowdown:simplepleasurescampaign

3. Giveback:brandspromisetosupportthe

farmerswhocultivateandproduceRawTea.

Finally,thewebsiteconnectstheconsumertoall

theabovementionedsocialmediasitesandgives

themanincentiveforrefillingtheircanisteronline.

Incentives to ref i l l canisters online:Bydecidingtoreusethetincanisterforanotherrefillof

RawTeamarbles,consumerswillberewardedfortheir

conservationwithpricediscounts,donationsofproceeds

toourteacultivatorsorenteredtowinourdailySimple

ExtravaganzaoftheDay.

Raw Tea Co. Branded Website


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24

Raw Tea Co.

Web BannerAdvertisement

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.BrandedEmail

Thisisanexample

ofaRawTeaCo.

monthlye

newsletter,which

updatesconsumers

onRawTeabrand,

eventsandnew

flavorintroductions.

Consumerswillbe

signedupforRaw

Teaemailsby

optinginandliking

usonFacebook.

Fortheinitial

campaignlaunch,consumerswillbe

informedofRaw

Teasguerrilla

marketingplansfor

thefall,notify

themaboutRaw

Teaseasyandeco

friendlyrefillpolicy

throughtheRawTeaCo.Website

andrecapRaw

Teasbrandimage

&corevalues

throughabrief

companyhistory.


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26

Thedecisiontocreateasecondscreen

wasimplementedtofitwiththeconsumersabilityanddependabilityof

multitasking.Itwillbesynchronized

withsubtleproductplacementon

Networktelevisionprogramming

significanttoRawTeastarget

consumer.Theconsumerswillbe

exposedtosecondscreenadvertising

throughanewtelevisionshowcalled

NewGirl,whosefemalelead,Jess,

embodiesaRawTeadrinkerwithher

funkystyleandyouthfulspirit.

AsJessdropsaRawTeamarbleintoher

cuptherewillbeaRawTeacanisterplacedonthecornerofatable.AsJesss

teablossoms,Rawwillblossomfromthe

cornerofthescreen,encouraging

viewerstosharetheirsimplepleasures

onTwitterandFacebook.Atthesame

time,consumerswillbegivenanother

optiontogetconnectedasRawTeas

secondscreenadpopsupinthecorner

oftheiriPad,displayingtheRawTeatin

canisterandthequestionwhatsyour

simplepleasure.

Oncetheconsumerclicksonthead,

shewillseetheauthenticteamarblesandaclearmug,andthenwillbe

promptedtomakeherselfavirtual

cupoftea.Thissecondscreen

advertisementwillinformthe

consumerabouttheRawTea

process,andwillshowthemhow

easyandrewardingtheRawTea

experienceis.Itwillendwithaview

oftheRawTealogo,andprovidesthe

optiontoclickandgetlinkedtothe

websiteandsocialmediaelementsof

SecondScreen &

ProductPlacementIntegration


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+

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

TheconsumerwillbegivenaRawTeamarbleandlarge

enoughonetimeusecupto

tryouttheproductrightthere

inthestore.

Thesedisplayswillcommence

fromthewesttotheeast

coastandlastaweekineach

store.

QR CodeSendingconsumerstoourMobile

MediaApplicationandmethodsto

stayuptodatewithRawTeaCo.

news


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Mobile Media ApplicationTheconceptofthisrichmobilemediaapplicationwastointegrateallsocialmediaelementsofthe

campaigntoinvolvetheconsumerandprovidethemanincentivetoreturnanduseagainbyintegratinga

dailychanginghoroscope&fortunetouchbasedgame.


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Measuring Success:Consumerinteractivitywillgaugethe

effectivenessofthiscampaign

PartIII:CampaignEvaluation

Social Media Twitter:followertweets,retweets,follows,directmessages&

mentions

Pinterest:followerpins,repins,&follows

Facebook:fancomments,likes,posts,&photocomments

Instagram:followerhashtags,comments&photolikes

Guerilla Marketing Participation

Socialmediaposts/commentsaboutguerillamarketing,YouTubeVideos

Event Participation RSVPsonFacebook

Eventshareswithfriends

Attendancetoevents

Comments,repliesandLikes

DefiningMetrics tocampaignsuccess


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Summary

&Conclusion

Withcreativeelementslikethese,andconfidencewithin

theteaindustrysmarkettrends;womenseekingan

authenticteaexperiencewillbedrawntoRawTeaforits

appeal.RawTeaembodiesbothaflavorandexperiential

sensationthatiscurrentlylackinginthiscategory.RawTeaCo.willbecomealeaderintheteamarket,anda

commonnecessityinourconsumersdaytodaylife.

RawTeaknowsthatteaisnotjustaboringbeverage;it

becomes an authentic and unique experience with Raw

Raw Tea Campaign Book

Documents

Transcript of Raw Tea Campaign Book