Silk Soymilk Advertising Plan

Nichole Palmero Ã Nicole Godreau Ã Sammi Miller Ã Katelynn Aubrey Ã Holly Van Wyck

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Table of ContentsExecutive Summary

Overview

1 Summary Overview2 Agency Brand Strategy3 History of Silk Soymilk4 Environmental Analysis5 Competitor Analysis6 SWOT Analysis 7 Objectives and Budget8 Research9 Brand Value Proposition10 Target Market11 Campaign Strategy12 Big Idea13 Creative Overview14 Creative Executions18 Creative Testing19 Media Objectives20 Media Choices25 Media Schedule26 Media Budget27 Brand Activation30 Evaluation31 Creative Brief32 Meet Our Team

Silk Soymilk is a healthy, organic non-dairy milk that is extracted from soybeans. Our mission was to raise awareness of Silk Soymilk amongst non-soymilk drinkers. Because people are skeptical of this plant-based beverage, Sunny Side Up wants to assure women that Silk is the right choice and promotes a healthy relationship between her and her body. By emphasizing its benefits through comparison to cow’s milk, we will position Silk as the correct choice for heart and body health. The women in our target market are constantly on the go, so we want to make it easier to be healthy by providing a delicious alternative to dairy. Our campaign will explain how women can start one of their healthiest relationships yet by switching to Silk.

Our campaign is geared towards our target market of women, ages 25-54. The tagline “Your Healthiest Relationship” will be used throughout the campaign to emphasize Silk as the most nutricious beverage to start your day. We will reach our target market through television, print, online, and store advertisements. This campaign hopes to achieve an increase comprehension to 60% and conviction to 30%.

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Agency Brand Strategy

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Sunny Side Up Agency is a full service advertising agency comprised of five creative individuals, each of whombring a unique skill set to the agency. We are dedicated to providing our clients with work that is nothing short of egg-cellent. By employing succinct listening abilities to thoroughly grasp what our clients are seeking to get from their campaign, Sunny Side Up is eager to put in the hard work required to create innovative and memorable productions that get our clients the results they desire. We serve up terrific executions through our six-step process:

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Listen Research Brainstorm

Create Review Execute

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History of Silk Soymilk

Silk has been a five year recipient of the Green Power Leadership Award from the U.S. Department of Energy and the Environmental Protection Agency. Silk has been a supporter of Farm Aid since 2002. Silk is a member of the Soyfoods Association of North America, (SANA) which provides information about the health benefits and nutritional advantages of soy consumption. The brand has also enrolled all of their products in the Non-GMO Project’s verification process.

Silk was founded by Steve Demos in Boulder, Colorado in 1978

First product was introduced by WhiteWave, Inc. in Anaheim, California

WhiteWave, Inc. was sold to Dean Foods for just under $300 million

Company’s sales grew to $350 million in annual revenues by 2005

Silk became largest producer of organic, non GMO soybeans in North America

Silk introduced Silk Pure Almond, its first non-soy-based product

WhiteWave, Inc. separated from Dean Foods as an independent company

Steve Demos conceived the notion of starting a tofu company

Local investor pitched in $2,000 of startup fundingExperimented with all plant-based foods: meatball sandwiches, salad dressings, etc.

Supermarket chain signed on to carry Silk’s goods

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Environmental Analysis

Competitive ForcesThe companies in direct competition with Silk Soy Milk are Soy Dream, Earth Balance, and Store Brand Soymilks (including Trader Joe’s and Kirkland). Silk Soy Milk sets itself apart from its competitors by offering customers a variety of flavors, the highest calcium percentage of all soy milk brands, a multitude of health benefits such as their Plain DHA Omega 3 Soy Milk, and a low price. Silk Soy Milk is a good choice for people of all ages, with an emphasis on women in the demographic ages 25 through 54 for its targeted health benefits.

Economic ForcesSoymilk has generally become more expensive over the past five years due to how popular soy milk as an alternative to dairly milk hasbecome in society. The high prices of soy milk products has made consumers more prompted to choose soy milk brands with the lowest price per gallon and are more aware of comparing the price of Silk Soy Milk with other soy milk brands. Store brand soy milks, like Trader Joe’s, Walmart’s, Kirkland’s and Target’s soy milk costs lower per gallon compared to Silk Soymilk. However, Silk’s numerous flavors from their seasonal Pumpkin Spice Soymilk and Egg Nog to their Original Plain Almond Silk Soy Milk creates a wider gap between Silk Soy Milk and their competitors.

Sociocultural ForcesWith an increased awareness towards health and fitness and the emphasis on the importance of protein, the idea of Silk Soymilk and the variety of flavors they offer has prompted consumers to be more aware of what brand of soymilk they are drinking.

Legal and Regulatory ForcesThe Organic Consumers Association (OCA) conducted a study that stated when Silk was owned by White Wave, an independednt company and pioneer in the organic industry, they used 100% organic soybeans in their Silk products. However, Silk is now currently owned by Deans Food, a conventional company- not organic. Deans Food has been criticized of purchasing conventional soybeans from China, and not from the United States. Silk Soy Milk used to be known as being an organic American company, but due to the study done by the OCA, many have critiqued their practice because not only did the price of Silk products not lower when they switched to covnentionally-grown soybeans, Deans Food raised the praise of their products and reintroduced three products with organic soybeans. The percentage of Silk products manufactured with organic soybeans has declined steadily over the years.

Environmental ForcesSoymilk and soymilk companies have been questioned because of the amount of benefits they have stated soy milk provides. Studies have stated that minerals are not absorbed when soy is consumed - one of the most primary benefits that create the bridge between soymilk and dairy milk. However, Silk Soymilk conduced research that shows that calcium from soymilk is absorbed as well as calcium is from cow’s milk. Also, unlike cows, the raw soybeans do not produce waste that emit methane. Silk Soymilk controls two-thirds of the American soymilk market and pride themselves in using wind power and making sustainable choices in the workplace.

Competitor Analysis

Strengths

Weaknesses

Strengths

Weaknesses

Strengths

Weaknesses

Strengths

Weaknesses

Variety of soymilk types (Refrigerated + shelf stable)

Biodegradable packagingRated the closest to dairy milk (creamy, rich taste)

Limited flavor selectionLow brand awarenessHigh calorie (140 per 8 oz

versus Silk at 90 per 8 oz)Refrigerated only available in 32 oz.Not healthy for infant/child demographicNo focus on soymilk

More health benefits than Silk (7g of protein,

casein-free)

USDA certified organicAvailable in wide array of sizes (64, 32, 24, and 16 oz.)

Low brand awarenessLimited variety of soymilk flavors (Original, chocolate,

and vanilla)

Main emphasis is not on soymilk (Large range

of products)

Lower cost per gallon than Silk (§$2.99 vs. $4.50)

High promotion of brand and customer loyalty within store

May not have as positive and strong brand reputation as high quality productsLimited availabilityNot USDA certified organicFewer health benefits

Generic brands, low brand awarenessRelatively high in caloriesSaturated fatNot lactose-free (Silk is!)

Creamy, rich tasteGreat source of calcium, potassium, Vitamin DGood for bone healthPopular for everyone

Dairy Milk Soy Dream Earth Balance Store Brand

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SWOTAnalysis

STRENGTHS WEAKNESSES

OPPORTUNITIES THREATS

Recognized by the FDA for role in supporting heart healthDairy free and gluten freeNon-GMO Project Verified50% more calcium than dairy milk Zero cholesterol Lower calories Less fat

Low brand awarenessSugar contentAvailabilityMore expensiveNot as trusted as dairy alternative

Growing trend in society to use organic or “green” productsLower awareness of the collections allows for more chances to create an impression on prospective customersMarket of lactose intolerant and gluten-free drinkersNot as many competitors

U.S. milk consumption has dropped 36% since the 1970sMany myths surrounding the consumption of soy (estrogen in soy, doesn’t support development of children, etc.)New competitors entering field since organic eating is trendy

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Objectives & Budget

Marketing and Advertising Objectives

Time Frame

Budget Summary

This campaign will increase sales of the Silk Soymilk product line by 6%. We will achieve this by bringing more attention to the benefits of switching to soymilk rather than sticking with the dairy alternative. With the target audience of 25-54 year oldwomen, Sunny Side Up Agency will see 60% comprehension and 30% conviction after the campaign is completed. This means that 60% of our target market will understand our message and 30% will see the value in it. The effective reach of this campaign is 70 with the effective frequency of 4.

Sunny Side Up Agency’s Silk Soymilk campaign will run for a year, beginning in January 2014 and ending in December 2014.

Sunny Side Up Agency has been allocated twelve million dollars to execute our campaign. The following pie chart representsthe amount of money to be used for each medium.

Research

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Research Objectives

Primary Research Secondary Research

Ã Determine overall awareness of Silk Soymilk within our target audienceÃ� Determine the benefits our target audience is looking for in their milkÃ� Discover why members of our target market are not choosing to drink Silk SoymilkÃ� Uncover the reasons why our target audience chooses competitors over Silk

Sunny Side Up conducted our primary research by creating a comprehensive online survey for our target audience. We covered a variety of topics including: how many glasses of milk a member of our target audience consumes a week, the benefits these women are seeking in milk, how they learned about the Silk brand, why these women are (or are not) drinking Silk, who our biggest com-petition is, and their favorite flavor of Silk soymilk. We found that most people drink 1-6 glasses of milk a week. About 70% of our target audience found out about Silk soymilk from shopping at the grocery store. We found that almost all of the women are seeking calcium as a main benefit through their morning beverage. Most people don’t drink Silk Soy Brand because it’s too pricey, they don’t like the taste, or they prefer almond milk. However, our target audience’s favorite flavor is Vanilla. Most responders drink soymilk because they are lactose intolerant or because it is low calorie. We also found that if not Silk, soymilk drinkers choose the store brand soymilk.

To understand Silk’s market, Sunny Side Up researched how and why our target audience consumes the product. We looked up health blogs of like-minded women to see what our target audience had to say about Silk Soy Brand, whether it was positive or negative. These women are veryconscientious shoppers from their body health to the health of the planet through organic purchases. Some women are cautious about the flavor of soy, while still opting to use Silk’s products in their day to day cooking in the place of milk. In terms of how and where our target uses media, we searched MRI+ to determine these patterns, as well as SRDS to help navigate the print process. We found that these women spend time online, but not an excessive amount. They enjoy the fun stories of other womanly excapadesthrough online blogs. However, to unwind after a hard day at work, these women are more likely to turn on the television or flip through the magazine from their coffee table to gain insight on various topics.

Research

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Research Objectives

Primary Research Secondary Research

Ã Determine overall awareness of Silk Soymilk within our target audienceÃ� Determine the benefits our target audience is looking for in their milkÃ� Discover why members of our target market are not choosing to drink Silk SoymilkÃ� Uncover the reasons why our target audience chooses competitors over Silk

Sunny Side Up conducted our primary research by creating a comprehensive online survey for our target audience. We covered a variety of topics including: how many glasses of milk a member of our target audience consumes a week, the benefits these women are seeking in milk, how they learned about the Silk brand, why these women are (or are not) drinking Silk, who our biggest com-petition is, and their favorite flavor of Silk soymilk. We found that most people drink 1-6 glasses of milk a week. About 70% of our target audience found out about Silk soymilk from shopping at the grocery store. We found that almost all of the women are seeking calcium as a main benefit through their morning beverage. Most people don’t drink Silk Soy Brand because it’s too pricey, they don’t like the taste, or they prefer almond milk. However, our target audience’s favorite flavor is Vanilla. Most responders drink soymilk because they are lactose intolerant or because it is low calorie. We also found that if not Silk, soymilk drinkers choose the store brand soymilk.

To understand Silk’s market, Sunny Side Up researched how and why our target audience consumes the product. We looked up health blogs of like-minded women to see what our target audience had to say about Silk Soy Brand, whether it was positive or negative. These women are veryconscientious shoppers from their body health to the health of the planet through organic purchases. Some women are cautious about the flavor of soy, while still opting to use Silk’s products in their day to day cooking in the place of milk. In terms of how and where our target uses media, we searched MRI+ to determine these patterns, as well as SRDS to help navigate the print process. We found that these women spend time online, but not an excessive amount. They enjoy the fun stories of other womanly excapadesthrough online blogs. However, to unwind after a hard day at work, these women are more likely to turn on the television or flip through the magazine from their coffee table to gain insight on various topics.

Brand Value Proposition

Functional Benefits

Emotional Benefits

Self-Expressive Benefits

Silk Soymilk is a healthy, low calorie soybean base milk that is an alternative for dairy milk. The eleven diverse flavors to choose from guarantees you will find your flavor to suit your taste buds. Silk not only can be used in the same places as dairy milk, but functions as a healthy ingredient in a variety of recipes. Silk provides that great taste, and is an excellent alternative to dairy milk. Soy protein is the only protein recognized by the FDA for its role in supporting heart health, and Silk Soymilk is involved in the Non-GMO Project. This nutricious beverage is also lactose and gluten free.

Women feel confident because they know they are starting off their day with a healthy drink. They know the ingredients are grown responsibly, and the company is environmentally friendly with their manufacturing, so the consumer feels comfortable supporting Silk.

Women who drink Silk are more self-confident and more health conscious. These women choose to live healthy lives and lead by example. They are confident with their choice because Silk comes with a money back guarantee if the consumer isnot impressed by its taste. Because there are so many flavors, they can choose the one to best suit their needs, whether its organic unsweetened or light chocolate.

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Target Market (Ages 25-54)

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(Ages 25-33) (Ages 34-42) (Ages 43-54

Meet Danielle. She is a 26 year old fromMinneapolis, Minnosota. She is a full-time graduate student pursuing her M.S. in Kinesiology at the University of Minnesota. In her spare time, she is a yoga teacher at the university fitness center. Danielle is various health consious and pursues a vegan lifestyle. She drinks organic unsweetened SilkSoymilk to stay in shape in order to conquer her busy lifestyle.

Meet Susan. She is a 38 year old from Athens, Georgia. She is an experienced stay at home mother of three. A typicalday of Susan’s includes picking up and dropping her two oldest children at school, keeping an eye on her youngestchild at home, running a carpool to soccer practice, helping with homework, and preparing dinner. Despite her hectic schedule, Susan looks forward to starting her day each morning with a glass of VeryVanilla Silk Soymilk

Meet Debbie. She is a 52 year old from San Diego, California. As an empty nester, and with her career winding down towards retirement, Debbie is exploring hobbies such as painting and gardening. She stays young through hertravelling and community involvement,as well as her health. To manage her lactose intolerance, she drinks Light Chocolate Silk Soymilk so she does not have to worry about any allergens,without sacrificing taste.

Target Market (Ages 25-54)

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(Ages 25-33) (Ages 34-42) (Ages 43-54

Meet Danielle. She is a 26 year old fromMinneapolis, Minnosota. She is a full-time graduate student pursuing her M.S. in Kinesiology at the University of Minnesota. In her spare time, she is a yoga teacher at the university fitness center. Danielle is various health consious and pursues a vegan lifestyle. She drinks organic unsweetened SilkSoymilk to stay in shape in order to conquer her busy lifestyle.

Meet Susan. She is a 38 year old from Athens, Georgia. She is an experienced stay at home mother of three. A typicalday of Susan’s includes picking up and dropping her two oldest children at school, keeping an eye on her youngestchild at home, running a carpool to soccer practice, helping with homework, and preparing dinner. Despite her hectic schedule, Susan looks forward to starting her day each morning with a glass of VeryVanilla Silk Soymilk

Meet Debbie. She is a 52 year old from San Diego, California. As an empty nester, and with her career winding down towards retirement, Debbie is exploring hobbies such as painting and gardening. She stays young through hertravelling and community involvement,as well as her health. To manage her lactose intolerance, she drinks Light Chocolate Silk Soymilk so she does not have to worry about any allergens,without sacrificing taste.

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Campaign Strategy

Challenge

Key Insight

Solution

Dairy milk is consumed by a vast majority of the population, across various demographic markets. These drinkers are under the false assumption that the taste of soymilk is not as satisfying as regular milk. Because soymilk is a fairly new beverage, consumers are cautious of its ingredients, and have various health concerns concerning the amount of soy present in Silk Soymilk. Sunny Side Up’s challenge is to convince our target audience that Silk Soymilk tastes just as good regular dairy milk and features even more health benefits than its dairy alternative in order to keep the consumers’ bodies in peak physicalhealth.

From our research, Sunny Side Up found that women in our target market drink milk or soymilk in an attempt to benefit their health and to accompany their breakfast with a variety of flavor choices. However, these women do not want to sacrifice taste or pay a significantly higher price for this benefit.

Sunny Side Up Agency intends to promote Silk Soymilk as the highly nutritional and flavor differentiated alternative to regular dairy milk. Our campaign will focus on the lastingrelationship you can form with Silk in order to ensure health benefits through the years, unlike its dairy counterpart.

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“Your Healthiest Relationship”After all the heartbreaks and headaches,women deserve a dependable aspect of their life; thankfully, Silk Soymilk gives these

ladies all the health benefits they crave without sacrificing flavor.

The Big Idea

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Creative Overview

Creative StrategyThrough our research, we have been able to identify the needs and beliefs of our target audience. These women are not necessarily concerned with drinking organic, but they do drink milk for a source of calcium to start their morning. To justify the higher prices of Silk, we will target these dairy milk drinkers by positioning Silk soymlk as a superior alternative for its health benefits and variety of flavors. Because 25-54 year old women are no strangers to relationships, we will personify the Silk Soymilk carton as a compatible match. We will drive home the idea by depicting three stages of love life: breaking up with dairy, exploring the variety of options, and ultimately settling down with Silk Soymilk– your healthiest relationship.

Art DirectionIn a sea of photographed women, our illustrated print ads will act as a clutter buster while flipping through a magazine. The bright bold colors and graphic elements grab the attention of the casual reader who are forced to focus upon the subject, Silk Soymilk. Each scene depicts a different relationship scenario, whether it be breaking up, exploring the single life, and settling down. To appeal to crafty women, the swatches of color are patterns which draw upon the idea of collaging and scrapbooking. Because we are comparing Silk to a healthy relationship through our body text, women are more likely to become brand loyal.

CopywritingOn each advertisement, our big idea, “your healthiest relationship,” will be featured. The font is simple and bubbly, with a cursive type used for the headings. The soft curves of the lettering exemplify the natural elements of our product, and our copy elaborates on the benefits of drinking Silk soymilk versus regular dairy milk. We justify the higher price through a list of nutritional values that prove Silk as the better alternative.

Print Advertisements14

Out of Home & Online

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TV Commercial 17

“Your Healthiest Relationship”Length: 30 secondsTrack: “Love on Top” by Beyonce Voiceover:

More calories, less calcium, lack of flavor? Have you found yourself in a spoiled relation-ship? You deserve to be treated better than that. Break free from dairy and drink Silk soymilk. With so many flavor choices, added calcium, and all the vitamins and minerals you need to keep your body healthy, it’s hard to go wrong. Silk is there to support you through your busy life by giving you the boost you need. With the same great taste as dairy milk: Silk is the perfect match for daily drinking, recipes, and everything in between. It’s time to begin your healthiest relationship.

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Creative Testing

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Our creative testing process for our campaign consisted of e-mails and in person interviews. The participants were women of all ages in our target market. The overall commentary was very assuring. At first, our second print ad execution showed a woman single with the five Silk cartons with the caption, “Shop Around.” Our audience felt that “Explore Plenty of Options” was more appropriate, as it explained the variety of flavors while still playing into the idea of having the freedom of being single. The women we showed our ads to responded to them by saying “The animation gives off a playful vibe and makes the ads more eye catching”, “I like the concept of showing all of the flavors of Silk and the health benefits through a relationship you build, very effective”, and “The ads have a fun way of showing typically not particularly engaging information, it makes me want to learn more about Silk”. Many of our participants only bought Silk Soymilk because they saw it in the grocery store. They told us the ads were very effective and inspired them to evaluate their different relationships; whether with food or people.It also inspired them to make more healthy choices, starting with a carton of Silk soymilk.

Media Objectives

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Reach the Target Market

Geographic Scope

Message Weight

Our target market is women ages 25 to 54 years old. We will reach these busy women using a variety of media including television commercials, print and online advertisements, and shopping cart inserts.

The range for this campaign will be exclusively national. All of of print advertisements and internet advertisements will be distributed nationally, while still being placed in carefully selected outlets targeted to our primary target. Our shopping cart inserts and coupon dispensers will be distributed nationally without much discrimination, due to the fact that women shop at all grocery stores throughout the U.S.

The range for this campaign will be exclusively national. All of of print advertisements and internet advertisements will be distributed nationally, while still being placed in carefully selected outlets targeted to our primary target. Our shopping cart inserts and coupon dispensers will be distributed nationally without much discrimination, due to the fact that women shop at all grocery stores throughout the U.S. Media Strategies ContinuityWith the exception of our internet ads and our google paid search, all of our advertisements will be placed in a pulsing schedule. This will be done in order to place our message in publications and on television during peak times such as holidays. By placing these ads in a pulsing continuity cycle we will also avoid having viewers over inundated by our advertisements, our placement will be just enough to make the most of our budget and capture the most impressions. Internet ads and paid search will be continuous because they will be able to get the viewers attention while remaining subtle on the page.

Media Dimensions

Television Commercial: 30 second spotPrint Advertisements: 8.5x11 (Full Color with Bleed)Internet: Medium Rectangle (300x250 pixels/sec)Out of Home: Size of Standard Shopping CartCoupon: Approximately 2.5x4 inches

Effective Reach: 70Effective Frequency: 4

Media Choices: Magazines

Real Simple

People

Weight Watchers

Lucky

Women’s Health

Good Housekeeping

Real Simple aims to give women practical solutions to their everyday problems. The magazine covers topics ranging from parenting and cooking to money and fashion. Women within all facets of our target consistently read this publication. Placing print ads within Real Simple will allow us to effectively reach the wide scope of our target audience.

People is a popular magazine that covers current events, celebrity news, inspirational stories, and general interest topics. People aims to reconnect readers with the world. Sunny Side Up plans to place print ads in this publication because it is the number one magazine amongst women 25-54, our target market.

Weight Watchers magazine is popular amongst the majority of women seeking total mind and body health. These values are also embraced by the Silk brand making the two a great partnership. These print ads will allow us to reach our campaign goals.

Women’s Health blends perfectly with the health conscious values that Silk embraces. The magazine places strong importance on balanced eating, workouts, and health topics pertinent to a woman’s life. Our print ads will mesh well within the readers of this publication and reach our target market.

With a fashion emphasis, Lucky is a popular magazine that is geared towards the younger part of our target age range. Sunny Side Up selected Lucky due to the fact that it also places emphasis on fitness, health, and women’s general interest topics.

Good Housekeeping is a unique magazine that has a mix of inspirational and personal stories influencing public policy and culture. Sunny Side Up hopes to place print ads to target women 40-55 years old.

Circulation: 2,020,064

Circulation: 3,542, 185





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Media Choices: Television Shows

Ellen

Modern Family

House Hunters International

Rachael Ray Show

The Real Housewives of New Jersey

Ellen is a daytime talk show featuring popular celebrities, comedy sketches, and is upbeat keeping viewers interested and happy while watching. Sunny Side Up selected to utilize The EllenShow due to the fact that it is one of the top rated shows within our target market, women ages 25-54. By placing ads during this program we will increase the likelihood of our campaign message reaching our desired target.

From the single-camera format to the multicultural storylines to the cross-generational appeal of its humor, Modern Family continues as an award-winning sitcom. As the highest rated scripted show in our demographic, placing our ads during this program would spread reach and support our message of healthy relationships.

Women within our target enjoy watching HGTV and their shows consistently receive high ratings from our target. House Hunters International is the sister show to highly successful House Hunters. Placing advertisements during this program is a concrete way to increase exposure to our target.

The younger side of our age demographic is very loyal to Bravo programs, and the older side of our age range simply enjoys watching Bravo programming. The Real Housewives of New Jersey is one of the first hugely popular Bravo programs that has also infiltrated mainstream media. Advertising during this program will be an easy way to reach our entire target market.

Our target audience likes to take advice and watch Rachael Ray, she is a personality that our target admires. Her show offers easy cooking tips, promotes healthy eating, features relevant celebrities, and advice on issues concerning women. Our target will be engaged with this program and likely to receive our advertisements well.

NBC Weekdays at 4:00pm EST

ABC Wednesdays at 9pm

HGTV Mondays at 10:30pm EST

Bravo Sundays at 8:00pm EST

ABC Weekdays at 2:00pm EST

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Media Choices: Television Specials

Oscars

Emmys

The Oscars are a highly anticipated event that million look forward to each year. Our target is well within the group of people that will be watching the awards ceremony and admiring the celebrities walking the red carpet. Placing advertising during this special program will be a huge opportunity for growth and exposure for Silk.

The women within our target market like to stay current as well as informed on popculture and see the celebrities they admire. Because the women in our key demographic love daytime television, this awards ceremony is particularly relevant to them. Television commercials airing during this awards show present a large opportunity for our message to reach our desired target.

ABC March 24, 2014 at 7:00pm EST

NBC August 24, 2014 at 7:00pm EST

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Media Choices: Internet

Groupon

CafeMom

WebMD

“Delicious Shots” Blog

iVillage

Groupon is a deal-of-the-day site that features tons of local discounts on everything from food tofitness. Silk Soymilk would be a featured discounted item on the site, where our target audience can check daily to find a different discount. Our target audience consists o women who are genuinely tech savvy. Because Groupon is also a popular app, it will be easier and faster to find Silk Soymilk deals on the go.

CafeMom is a blogging site with a variety of topics for Moms to talk about and connect with oneanother. They give advice to each other and support one another. CafeMom has over 60,000 groups, so there is something for everyone on the site. These moms are smart explorers of the internet who want to find out what’s best for their children.

WebMD is a network often used by moms concerned about their children’s health and wellbeing.The information on this site is credible and moms trust the advice given. Associating Silk Soymilk with professional doctors will boost its credentials as a healthy source of nutrition for the family.

iVillage is a community that connects women of all different ages. The site has expert advice on subjects such as fashion, beauty, parenting, and health. Women can talk to one another through the message boards and other social networking tools.

Who is more trustworthy to the women in our demographic than a spokesperson of our target market? Najwa, a wife and mother, runs a blog of her secret recipes, and has been voted Best Overall Food blog (as well as Best Photography, Best Recipes, and Fun to Read). Women 25-54 ressonate with this real woman and are inspired by her. There are advertisements on her blog-spot from Martha Stewart and Energizer, so Silk soymilk will accompany these names as another reliable brand.

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Media Choices: Out of Home

CVS Middle-Income Shoppers

Wegman’s Organic Conscious Shoppers

Whole Foods Organic Conscious Shoppers

Target Middle-Income Shoppers

Walmart Lower-Income Shoppers

We selected to place our ads within CVS due to the fact that a large majority of our targetaudience shops at this store. People also shop at CVS for health related products and Silk is a very health conscious brand. These mean our message has a greater chance of being received.

Wegman’s has a large Nature’s Marketplace section that focuses on health conscious foods as well as products that would be food allergy friendly. Wegman’s has a wide reaching positive reputation for having high quality food products at the lower possible prices, maintaining a high class shopping experience.

Whole Foods has the best reputation for organic, healthy, and specialized foods. Shoppers tend to associate Whole Foods with exclusivity and quality, so Silk would be a good fit within this store’s image. Our ads would emphasize to health conscious shoppers that our product is available within the store.

Target has the reputation of being the more upscale alternative to Walmart. While still budget friendly and well-known, Target attracts a large majority of our target market through its clean and organized environment. This makes it a logical location to feature our cart’s ads.

As one of the world’s leading retailers, Walmart has the power to reach the majority of our consumers. Our target market shops frequently at this store in order to get products at the best price. Placing ads on these courts will remind shoppers to look for Silk at the lowest price available.

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Media Schedule

January February March April MayWeeks 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4

EllenModern FamilyHouse Hunters InternationalHousewives of New JerseyRachael Ray Show

OscarsEmmys

Real SimplePeopleWeight Watcher'sLuckyWomen's HealthGood Housekeeping

GroupOnCafeMomWebMDiVillageBlogspot

WalmartCVSWegman'sWhole FoodsTarget

Google Suggested Search

Total Costs: $2,070,000


Total Costs: $915,000


2014

Television

Television Speciais

Magazine

Internet

Store

June July August September October November December1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4





2014

Television

Television Speciais

Magazine

Internet

Store

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Media Budget

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Media Choices $10,831,689Production Costs $500,000Total Budget Cost $11,331,689

CostCost Per Point Rating Points

$30,000 10 $300,000$30,000 20 $600,000$30,000 15 $450,000$30,000 10 $300,000$30,000 10 $300,000

$30,000 2 $60,000$30,000 2 $60,000

Cost Per Page # of Pages$208,700 4 $834,800$228,600 4 $914,400$85,455 3 $256,335

$131,652 2 $263,304$1,495,810 2 $2,991,620

$406,410 3 $1,219,230

CPM Impressions$15 20,000,000 $300,000$15 16,000,000 $240,000$15 12,000,000 $180,000$15 9,000,000 $135,000$15 4,000,000 $60,000

Cost Per Cart Number of Carts$3 52,000 $156,000$3 50,000 $150,000$3 130,000 $390,000$3 100,000 $300,000$3 75,000 $225,000

365 Days $146,000





GOOGLE

ExecutionsTELEVISION

PRINT

INTERNET

OUT OF HOME

CostCost Per Point Rating Points

$30,000 10 $300,000$30,000 20 $600,000$30,000 15 $450,000$30,000 10 $300,000$30,000 10 $300,000

$30,000 2 $60,000$30,000 2 $60,000

Cost Per Page # of Pages$208,700 4 $834,800$228,600 4 $914,400$85,455 3 $256,335

$131,652 2 $263,304$1,495,810 2 $2,991,620

$406,410 3 $1,219,230

CPM Impressions$15 20,000,000 $300,000$15 16,000,000 $240,000$15 12,000,000 $180,000$15 9,000,000 $135,000$15 4,000,000 $60,000

Cost Per Cart Number of Carts$3 52,000 $156,000$3 50,000 $150,000$3 130,000 $390,000$3 100,000 $300,000$3 75,000 $225,000

365 Days $146,000





GOOGLE

ExecutionsTELEVISION

PRINT

INTERNET

OUT OF HOME

Brand Activation

Dating Game Booths

Direct Mail

Objective To have individuals relate to Silk Soy Milk’s dating-themed and “it’s time to find your healthiest relationship” advertisements placed online on our interactive banner-ads and on our print advertisements.

Strategy Using guerilla marketing for our product trhough a Dating Game booth will help promote our advertising campaign and help convey our idea of “breaking up” with dairy milk and moving to Silk Soymilk. By creating an advertis-ing and interactive tactic in unexpected places such as the side of the street or in a park can create buzz and help create more awareness to Silk Soy Milk and its campaign.

Objective By receiving direct mail, we want to motivate the recipients into buy-ing our Soy Silk Milk products and by making impressions with our advertising campaign.

Strategy Promoting Silk Soy Milk through postcards and letter packages will help promote the brand because with direct mail, we will be able to communicate with our consumers personally, we can address our customers by name and appeal to their interests. Having a wide variety of inexpensive versions of our campaign in direct mail will allow Silk Soy Milk to have our consumers physically have our messages in their hand. We can create a different impression by incorporating different elements through direct mail such as coupons for Silk SoyMilk products and stickers to captivate our customers even further.

with

SOYMILKSOYMILK

CHOLESTEROL-FREE

& HEART

HEALTHY

PROTEIN

100CALORIES

PER CUPN O NG M OP r o j e c t

V E R I F I E D

FRONT BACK

It’s time to beginyour healthiest relationship

Present this coupon for $1.00 off

all Silk Soymilk products

Dear Scott, Did you know that SilkSoymilk has 50% calcicumthan average daily milk?And now it has $1 off thecost! It’s time you beginyour healthiest relationship. See you soon,

27

Brand Activation

Product Placement

Product/Brand Integration

Objective Exposing our brand by placing it on the set of ‘Modern Family’ to generate positive feelings towards our product. By embedding our product in a production, we enable the audiences of the Modern Family to develop a stronger connection with with the brand because the charactersare drinking Silk Soymilk.

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Strategy The program, ‘Top Chef: Just Desserts’ will showcase the functional benefits of Silk Soymilk by incorporating it in the script as the secret ingredient. The chef’s challenge will be to create interesting desserts with the milk. Viewers at home will be more likely to attempt these creations with their own Silk soymilk, because they are watching professional bakers make delicious pastries using it.

Objective By integrating Silk Soymilk into the script of the television show, Silk Soymilk will be able to gain exposure and popularity with viewers of the show.

Strategy Subtly promoting Silk Soymilk through appearance on an episode on “Modern Family” will have Modern Family’s viewers notice the product used by the characters in the show and will therefore more strongly think about using the product themselves.

Brand Activation Flowchart

January February March April MayDating Game BoothDirect MailModern FamilyTop Chef: Just Desserts

2014June July August September October November December

2014

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EvaluationSunny Side Up Agency’s goals were to increase awareness by 70%, comprehension by 60%, and conviction by 30%. By doing so, we will raise sales by 6%. We predict that through our carefully planned and targeted campaign that we willbe able to reach these goals. Below shows graphs of the predicted outcome for comprehension, conviction, and sales. We based our predictions on our media schedule.

30

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31

Meet Our Team

Katelynn Aubrey is a senior Integrated Marketing Communications major from Syracuse, NY. Katelynn spent a semester in London where she interned at RiverCommunications, a boutique public relations agency. She also held a public relations internship at the Everson Museum of Art and a grant writing internshipfor Math & Movement, which is an education non-profit. Around campus Katelynn is involved with a variety of extracurricular activities including International Business Association and Women in Communications. Her favoriteSilk Soymilk is Chocolate.

Nicole Godreau is a sophomore Integrated Marketing Communications major at Ithaca College from Queens, New York. This summer she will be interning at ScrippsNetworks in New York City and next spring she hopes to attend the Los Angeles Program. Nicole hopes to one day work in public relations. Her favorite Silk is VanillaCoconut Milk.

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Nichole Palmero is a sophomore Business Administration major with a Financeconcentration and a minor in Art History and Honors in Humanities and Sciencesfrom Manila, The Philippines. She is currently interning with The Sustainable Enterprise and Entrepreneur Network at Ithaca, New York as a Membership Development Assistant Coordinator. Nichole aspires to work with GoldmanSachs in their financial firm or with the Metropolitan Museum of Art in New York City as an international art dealer. Nichole's favorite Silk is Chocolate Soymilk.

Sammi Miller is a sophomore Television-Radio major at Ithaca College. Sammiwas born and raised in Princeton, New Jersey. She enjoys directing films anddiscovering new music. She is studying abroad in Los Angeles next semesterwhere she will be interning on Conan. She hopes to one day produce her owntalk show. Her favorite Silk is Vanilla Soymilk.

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Nichole Palmero is a sophomore Business Administration major with a Financeconcentration and a minor in Art History and Honors in Humanities and Sciencesfrom Manila, The Philippines. She is currently interning with The Sustainable Enterprise and Entrepreneur Network at Ithaca, New York as a Membership Development Assistant Coordinator. Nichole aspires to work with GoldmanSachs in their financial firm or with the Metropolitan Museum of Art in New York City as an international art dealer. Nichole's favorite Silk is Chocolate Soymilk.

Sammi Miller is a sophomore Television-Radio major at Ithaca College. Sammiwas born and raised in Princeton, New Jersey. She enjoys directing films anddiscovering new music. She is studying abroad in Los Angeles next semesterwhere she will be interning on Conan. She hopes to one day produce her owntalk show. Her favorite Silk is Vanilla Soymilk.

Meet Our Team

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Holly Van Wyck is a sophomore Integrated Marketing Communications majorwith an intended art minor. She is currently the Advertising Cochair for theStudent Activities Board on campus, as well as a designer for the MarketingCommunications Department. While at school, she is constantly missing herfamily of coworkers at McDonald’s, and dreams of being a graphic designerin a fun cubicle on the McDonald’s account. Holly’s favorite Silk is Almond.

UPSUNNYSIDE A

genc

y

Silk Soymilk Advertising Plan

Marketing

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