3. Guided Research Questions
1
2
3
What will get
millennials ages
18-35 to eat
cranberries?
What values or
attributes would allow
18-35 year olds make
cranberries relevant
to their lifestyles?
What will make
millennials
digitally engage
with cranberries?
TEAM MADMEN
6. In-Depth-Interviews
"I can't afford going to nice restaurants all of the time, so being
creative with my ingredients keeps my cooking more exciting.
“You never know what ingredients or flavors are going
to compliment each other until you experiment them.”
“Contrasting flavors is a huge part
of what makes food interesting."
TEAM MADMEN
18. Survey
84% respondents cook at least weekly
They have full control over every ingredient that goes into meals.
19. Survey
56% upload, search for, and share food photos/
recipes on social media at least once a month.
54%
10%
TEAM MADMEN
20. Key Insights
1
2
3
4
Millennials like
cranberries
when they are
used as an
enhancer to
other foods.
Millennials like
the trend of
being healthy
rather than
actually being
healthy.
Females like
digitally
engaging with
food much
more than
males do.
Millennials like
to experiment
with food to
make it
uniquely
theirs.
22. PRIMARY TARGET MARKET
Unique Yuppies
HEAVY HALF + HEAVY USERS
•
Female
•
18-25
•
Boston
•
NYC
•
Seattle
•
Milwaukee
•
Washington D.C.
23. PRIMARY TARGET MARKET
Unique Yuppies
HEAVY HALF + HEAVY USERS
•
Female
•
Experimental
Health Craze
Boston
•
Digital Foodie
18-25
•
Emma
Unique
NYC
•
Seattle
•
Milwaukee
•
Washington D.C.
24. SECONDARY TARGET MARKET
Settling Young Professional
HEAVY + MEDIUM USERS
Values Time Spent
With Others
Health Cautious
Female & Male
26-35
New York, Boston, Seattle,
Milwaukee, Washington D.C.
Boutique
Refined Cultural
Activities
25. TERTIARY TARGET MARKET
Virtual Mover & Shakers
LIGHT + NON USERS
Content Seeker
& Spreader
Trendsetter
Virtually Connected
Female & Male
18-35
USA
Social Media
Savvy
26. Cranberry is the only berry
that enriches your every meal,
adding zest and creativity to your kitchen.
TEAM MADMEN
27. Cranberry is the only berry
that enriches your every meal,
adding zest and creativity to your kitchen.
•
•
•
flavor
texture
color
•
•
experimentation
uniqueness
TEAM MADMEN
34. Banner Ads
Feeling that mid-afternoon slump?
Drag the cranberries into the snack
of your choice for an extra boost!
TEAM MADMEN
35. Banner Ads
Feeling that mid-afternoon slump?
Drag the cranberries into the snack
of your choice for an extra boost!
NG!
BLI
BLIN
G!
TEAM MADMEN
36. Banner Ads
Start your day off right! What do you want for breakfast?
Drag the cranberries into the meal of
your choice for a morning boost!
TEAM MADMEN
37. Banner Ads
Having a case of the Mondays?
Add some sparkle to your day by adding
cranberries into the meal of your choice!
TEAM MADMEN
43. #mycranberrybling
Instagram Contest
Step 2
Upload your dish to Instagram.
Give it a name & use the
hashtag #mycranberrybling.
Follow @CranberryCravers on
Instagram.
For the latest contest updates:
Like CranberryCravers
Follow @USCranberries
Visit USCranberries.com/contest
44. #mycranberrybling
Instagram Contest
Step 3
Get as many likes as possible.
The top 20 contestants with the
most photo likes will receive a
prize.
!
From the 20 contestants, the US
Cranberries judges will then
decide on one final winner.
TEAM MADMEN
45. #mycranberrybling
Instagram Contest
Step 3
Get as many likes as possible.
The top 20 contestants with the
most photo likes will receive a
prize.
!
From the 20 contestants, the US
Cranberries judges will then
decide on one final winner.
TEAM MADMEN
46. #mycranberrybling
Instagram Contest
The Prizes
Top 20 contestants
Grand Prize Winner
Cranberry themed
gift baskets
Cooking class with celebrity
cooking chef, Jose Andres
He will teach the winner and up to 5
other friends the most exquisite ways to
utilize cranberries in a full course meal.
49. College Dining Halls
1. University of Massachusetts Amherst
2. Northeastern University
3. Boston University
4. Boston College
5. Bridgewater State University
6. University of Massachusetts Lowell
7. University of Massachusetts Boston
8. Excelsior College
9. New York University
10. SUNY University at Buffalo
11. Syracuse University
12. Cornell University
13. Rochester Institute of Technology
14. City University of New York : Hunter College
15. The George Washington University
16. Georgetown University
17. American University
18. George Mason University
19. Virginia Polytechnic Institute and State University
20. Virginia Commonwealth University
21. University of Washington
22. Washington State University
23. Western Washington University
24. Eastern Washington University
25. University of Wisconsin Madison
26. University of Wisconsin Milwaukee
27. Milwaukee Area Technical College
28. Marquette University
29. Madison Area Technical College
30. University of Wisconsin Oshkosh
56. COMMUNICATION OBJECTIVES
PRIMARY MARKET
SECONDARY MARKET
TERTIARY MARKET
Increase cranberry
awareness and
stimulate desire by
projecting zestful,
original, and unique,
image of cranberries
among 85% of
primary market.
Create engagement with
cranberry products and
increase knowledge of
cranberry usages and
benefits among 80% of
secondary market.
Build cranberry
recognition and
exposure among 65%
of tertiary market.
TEAM MADMEN
57. MARKETING OBJECTIVES
PRIMARY MARKET
SECONDARY MARKET
TERTIARY MARKET
Increase customer
base by 40% from
Feb-Oct 2014
Raise cranberry sales by
30% from Feb-Oct 2014
Increase Cranberry
Marketing Committee
website traffic and
social media
engagement by
40% from Feb-Oct
2014
TEAM MADMEN
58. Partnerships
PARTNERS
STRATEGY
WHAT’S IN IT FOR THEM?
Cooking class to increase
engagement among
secondary target
Expand brand recognition through
CMC website and social media
promotional efforts
Posters and cranberry dishes
to create engagement
among primary target
Increase sales for on campus
dining, healthy options, and
student satisfaction
Whole Foods
Cranberry-centric samplings to
increase engagement among
secondary target
Increase brand usage through
CMC website and social media
promotional efforts
Music Festivals
Increase entertainment and
Booth/partnership to increase
awareness and engagement engagement options with snacks
and interactive activities
among tertiary market
Living Social
College Dining
Halls
59. Public Relations
Instagram
#mycranberrybling
contest
What: press release
Where: Twitter, Facebook,
Instagram, CMC website
College Dining
Partnerships
What: press release,
publicity from local college
Where: Twitter, Facebook,
student newspapers,
university website
Living Social
Cooking Class
Youtube Video
!
What: press release, publicity What: press release
from living social
Where: Twitter, Facebook,
Where: Twitter, Facebook,
CMC website
Living Social website
Whole Foods
Partnership
What: press release, publicity
from Whole Foods
Where: Twitter, Facebook,
CMC website, Whole Foods
website
Music Festival
Partnerships
What: press release, publicity
from partnering festival (i.e.
Sweetlife, Sasquatch)
Where: Twitter, Facebook,
CMC website, partnering
festival website
63. Budget
WITHIN $50,000
•
•
•
•
•
•
•
Digital Banner Ads
College Posters
Main Contest Prize (cooking
class)
Runner Up Contest Prizes (gift
baskets)
Whole Foods Sampling Events
Website
Living Social Cooking Classes
!
$34,000
$1,200
$2,000
!
$1,000
!
$2,000
$3,980
FREE
!
!
•
WITHIN $100,000
TOTAL:
$44,180
!
!
!
TEAM MADMEN
64. Budget
WITHIN $50,000
•
•
•
•
•
•
•
Digital Banner Ads
College Posters
Main Contest Prize (cooking
class)
Runner Up Contest Prizes (gift
baskets)
Whole Foods Sampling Events
Website
Living Social Cooking Classes
!
$34,000
$1,200
$2,000
!
•
•
•
•
$1,000
!
•
TOTAL:
$2,000
$3,980
FREE
•
!
!
•
WITHIN $100,000
•
$44,180
!
•
Music Festival Interactive Booths
Digital Banner Ads
College Posters
Main Contest Prize (cooking
class)
Runner up Contest Prize (gift
baskets)
Whole Foods Sampling Events
Website
Living Social Cooking Classes
!
!
$2,000
!
$1,000
$3,980
FREE
TOTAL:
$94,980
!
!
!
!
!
•
$40,000
$36,000
$10,000
$3,000
TEAM MADMEN
65. Accountability
WHAT WE WILL
ACCOMPLISH
Increase awareness
through campaign
TACTICS
MEASUREMENT
All creative tactics
•5,000 unique hits on www.uscranberries.com/
recipes
•10,000 gross impressions on
www.uscranberries.com/recipes
•5,000 fans on Facebook
•1,000 followers on Twitter
•10,000 views on YouTube
YouTube video,
•2,000 participants in #mycranberrybling
Increase engagement contests, partnership Instagram contest
events and music •400 participants in Living Social cooking class
through campaign
festivals, banner ads •500 Whole Foods event participants
•5,000 unique banner ad click-throughs
• 2,309,770 barrels (5,774,427 barrels sold
Increase cranberry
All creative tactics domestically in 2011) in increased domestic
sales through campaign
sales
66. WHAT WE’VE DONE
Drive year-round demand
Appeals to 18-35 year old target
Fully integrated media
Builds relationships and partnerships
Means to assess campaign efficacy
TEAM MADMEN
67. WHAT WE’VE DONE
Drive year-round demand
Appeals to 18-35 year old target
Fully integrated media
Builds relationships and partnerships
Means to assess campaign efficacy
TEAM MADMEN
68. WHAT WE’VE DONE
Drive year-round demand
Appeals to 18-35 year old target
Fully integrated media
Builds relationships and partnerships
Means to assess campaign efficacy
TEAM MADMEN
69. WHAT WE’VE DONE
Drive year-round demand
Appeals to 18-35 year old target
Fully integrated media
Builds relationships and partnerships
Means to assess campaign efficacy
TEAM MADMEN
70. WHAT WE’VE DONE
Drive year-round demand
Appeals to 18-35 year old target
Fully integrated media
Builds relationships and partnerships
Means to assess campaign efficacy
TEAM MADMEN
71. WHAT WE’VE DONE
Drive year-round demand
Appeals to 18-35 year old target
Fully integrated media
Builds relationships and partnerships
Means to assess campaign efficacy
TEAM MADMEN
