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& Cultivate Honesty Summer 2016 Campaign

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Page 1: Cultivate Honesty

&

Cultivate HonestySummer 2016 Campaign

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Table of ContentsWe Are 3383 Team PageExecutive SummarySituation Analysis Honest Company History Pillars of Honesty Honest TeaTimevine Product Evaluation Honest Kids Evaluation Competitive Analysis Competitive Analysis Consumer Evaluation Consumer Trends Primary Research S.W.O.TMarketing Direction Marketing Objectives Communication Objectives Target Audience Insights Brand Essence Chart Creative Brief

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Table of ContentsCreative Direction Creative Concept Cultivating Honesty Timevine Honesty Cultivators Bottle RedesignExperiential Marketing Mural Launch Urban Pop-Up Gardens Honesty Dispensers Communi-Tea Gardens Sprouts Day Camp Content Marketing Paid Social Elite DailyOwned Channels Cultivate Honesty Microsite Instagram Book YouTube Weekly “Recaps”Budget and Campaign Evaluation Budget Breakdown Campaign Evaluation

Future Recommendations Pouch Points Honest Tea Application Recycled Retweets Treehouse Instore Display Future Budget BreakdownAppendix

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Meet The Team

Chanel MullgravCreative

♥s Honey Green Tea

Lexi WillcocksCreative

♥s Lemon Tea

Kim NguyenCreative

♥s Half & Half Lemonade & Tea

Amber PortIMC Specialist

♥s Moroccan Mint Green Tea

Peyton WilhoiteIMC Specialist♥s Lemon Tea

Tad CiancioloMedia

♥s Lemon Tea

Haley VannMedia

♥s Just Black Tea

Alex PierceAccount Executive♥s Honey Green Tea

Morgan ZamoraBrand Planner

♥s Pomegranate Blue Herbal Tea

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We Are 3383

We created our name, 3383 (Thirty-Three Eighty-Three), with the thought of staying true to our roots here in Athens, GA. These numbers are based on the coordinates of the Classic City which is where our passion for advertising was born. This is where we have grown into our respective roles in our agency and bonded as a team.

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Executive Summary Millennials are increasingly giving back to their local communities. Volunteering and fundraising have become means to spend time with family and meet new people with similar interests. This recent social trend ties directly into wanting to live a healthier lifestyle. People want healthier lives both physically and mentally. Giving back to the community plays a part in this well-being. As the shift toward healthy living continues to grow, consumers are becoming more cognizant of companies that promote healthier lifestyles. Our agency, 3383 sees that Honest Tea’s core values strongly align with this way of living. However, currently consumers are unaware of what the company does for local communities. 3383 aims to fill this gap, by increasing consumer’s knowledge about the role Honest Tea plays in local communities. In an effort to understand the older millennial market, 3383 approached Honest Tea’s target audience through qualitative research methods. Focusing on two questions, “What was their definition of honesty” and “How do they incorporate honesty into their everyday lives”. After compiling responses from surveys, 3383 ran into difficulties formulating a single sentence response.People came up with synonyms like transparency, truthfulness, and integrity, but these single word responses did not fully capture the definition of honesty. Based on the target audience’s responses to the survey, 3383 started to look at how people display honest actions. Is honesty volunteering, coming clean after a mistake, or telling a friend the truth? There was one similarity between all of the compiled examples, the spread of positivity. Everyone’s definition varied depending on the action, but every circumstance led to the growth of positivity. Honest Tea came to 3383 wanting to own the honest

space, but unfortunately a feeling cannot be owned; only spread. No other company is taking advantage of the opportunity to grow the honest space. 3383 saw this as a great opportunity for Honest Tea to “Cultivate Honesty”. Through hands on experiences, Honest Tea could collaborate with the target communities across the United States to build the definition of honesty. Figuratively, Honest Tea could combine its target’s good deeds into a final representation of honesty, spreading positivity across the country. Physically, Honest Tea inititiates this growth by doing what they already have encouraged in the past, the planting of seeds. Honest Tea is already spreading positivity and giving back to local communities. By encouraging company transparency, consumers can see that Honest Tea supports local communities, there by influencing others to do the same across the nation. After speaking with Honest Tea representatives, it was clear that Honest Tea’s roots in non-traditional marketing were essential to the brand. By combining experiential, content, and promotional marketing, the Cultivating Honesty campaign provides Honest Tea consumers with the hands on shareable experiences. Every aspect of the campaign encourages consumers to share what is going on in their community. Consumer-generated content is then housed on Honest Tea’s Microsite and owned social channels. With each consumer submission, the definition of Honesty continues to grow. Every week the Cultivating Honesty campaign will feature someone from one of the target cities, demonstrating how thecompany contributes to building a more honest community. At the end of the Cultivating Honesty Campaign, Honest Tea will have a compiled a complete definition based on three essential components: community, initiation, and growth.

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Situtation Analysis

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Company History

Philosophy: Honest Tea believe’s organic ingredients deliver the best-tasting beverages to their consumers and have a lighter impact on the ecosystem.

Goal: Honest Tea’s engages customers through its transparency. Honest Tea products are organic, healthy and faithful to their philosophy. Honest Tea values honesty and integrity. In everything the company does, these two core values are at the center of it all. Not only does Honest Tea support workers and farmers throughout their purchases of Fair Trade Certified sugar, tea, and select herbs, but children of members also benefit from the on-going allocation of premiums which provide scholarships for university studies. After becoming Fair Trade certified, Honest Tea wanted to deepen theirconnection and impact within the fair trade communities from which they source their tea. After partnering with Fair Trade USA, dedicated funds were set aside to address and meet the needs of struggling communities. To show his dedication and appreciation, co-founder Seth Goldman travels to different countries to meet with the workers and farmers who help grow and produce Honest Tea’s all natural and organic ingredients.

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Pillars of Honest TeaIn addition to honesty and integrity Seth Goldman, and the rest of the Honest Tea team, strongly believes in quality. When you purchase Honest Tea, you are buying a product that is organic, hand plucked, fair-trade certified, and real brewed with compost leaves.

Organic Fair Trade Real Brewed Hand Plucked Compost Leaves

All teas certified organic according to standards set by the US Department of Agriculture (USDA)

All tea is Fair-Trade Certified which empowers farmers and workers to fight poverty through better trade.

Water is heated and tea leaves are steeped before bottling.

Leaves picked by hand by “pluckers” in tea gardens throughout China and India.

Whenever possible, the spent tea leaves are added to compost, helping enrich the soil at farms near tea production facilities.

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timevine

1998: Co-found-ers Seth and Barry start Honest Tea operations out of Seth’s house in Bethesda, MD

1999: Introduced world’s first organic bottled tea

2002: Honest Tea becomes the #1 bottled tea brand in natural foods industry

2003: “Tad Sweet” teas launched- first Fair Trade Certified bottled tea

2004: All products gain USDA organic certification

2007: Honest Kids organic juice drinks launch

2011: The Coca-Cola company acquires Honest Tea

2012: Honest Kids reformulated to fruit juice sweetened

2013: Crown Books published Mission in a Bottle by Seth and Barry

2015: Honest Tea changes PET design and adds a leaf to the logo.

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Product EvaluationSize: Either 16.9 oz bottles or a 59 oz jug

Cost: 16.9 oz bottle costs around $1.64 and a 59 oz jug costs roughly $36.94

Distribution: Honest Tea PET bottles are distributed to both main stream and natural grocery stores, restaurants, and other convenience stores.

Flavors: Honey Green Tea, Half Tea & Half Lemonade, Peach, Pomegranate Blue, Orange Mango, Raspberry, Unsweetened Lemon, Lemon, and Cranberry Lemon

Look/ Feel: Honest Tea logo is friendly and approachable. Colorful imagery highlights the organic, fresh ingredients and adds a refreshing appetite appeal. On the shelf, the PET bottles grab the attention of consumers by highlighting the flavors and reinforcing the idea of “organic” and “just a tad sweet”.

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Product EvaluationIn addition to PET bottles, Honest Tea sells Honest Kids. Honest Kids juice pouches are a healthy alternative to the ultra-sweet Capri Sun line. These juice pouches have a full day’s supply of Vitamin C and only 40 percent of the calories compared to Capri Suns.

Size: 6.75 oz pouches or 59 oz jug

Cost: 8 pouches costs around $4.58 and the 59 oz. jug is around $2.98

Distribution:Honest Kids is distributed to both main stream andnatural grocery stores, restaurants, and other convenience stores.

Flavors: Super Fruit Punch, Appley Ever After, Berry Berry Good, Goodness Grapeness, and Tropical Tango Punch

Look/ Feel: Honest Kids packaging is vibrant and refreshing. Once again, the colorful imagery highlights the organic, fresh ingredients. Moms feel good about purchasing this item when they see the “USDA Organic” label on the packaging. On the shelf, the Honest Kids pouches stand out as a healthy alternative to traditional sugary kidbeverages.

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As consumers become more health- conscious, there is a demand for healthier products including water, tea and other low calorie beverages. Research indicates the following brands are our target’s alternate preferences when searching for tea beverages.

Brand Slogan Niche Price

“Refreshingly Honest”-Health conscious, on the go, young adult -Focus on being natural, pure and honest

$1.64 per 16oz bottle

“Share the love of leaves” - Health conscious, active on the go -Premium but not too high end consumer

$1.48 per 160z bottle

“Toast to goodness” “Grannyism”

-Focus of social goodness, acts of kindness - Social users with an em-phasis of mobile devices

$1.59 per 16oz bottle

“Artfully Blended”-Relaxed and worldly consumer -Linking personalities to different teas

$1.49 per 16oz bottle

Competitive Analysis

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Brand Slogan Niche Price

“Sweetened with organ-ic fruit juice”

less sugar than other products, popular among those who drink Honest Tea

$4.58 per 6.75 oz, 8 pack

“Wholesome fruit juice for kids”

classic brand, sports team half-time drink, kids like

$2.48 per 6.75 oz, 10 pack

“Put good in, Get good out”

not just for kids, seen as not as healthy, recent launch of newalternative line

$3.42 per 6.75 oz, 10 pack

“Be pure. Be fruitful.” natural appeal, comes in box instead of pouch

$3.25 per 6.75 oz, 8 pack

Competitive Analysis

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Consumer Evaluation Honest Tea’s target market of women 24-34 are the older generation of the digital savvy age. They enjoy using both Facebook and Instagram and occasionally Twitter. These women utilize these media platforms to share their opinions and the different activities they do on a day to day basis. They love to share their lives with their friends and really enjoy the photo based platform rooted in both Facebook and Instagram specifically. New moms keep their social media profiles updated with pictures of their new borns and toddlers, using social media as a way to keep record of events instead traditional printed photos. The target market does know of Honest Tea and are willing to go the extra mile to pay more for a healthier, tasty beverage. However, they are not as well versed in Honest Tea as we would like and need to be submerged in all the different products Honest Tea has to offer. While they do know the brand, they are not as educated as to what the brand stands for.

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Consumer and Industry Trends

Nutrition• Nutrition is now the #1 brand consideration (over taste and price) compared to

2012 • Overall, people are consciously consuming less calories and less added sugar • Organic vs. conventional food and beverage growth is 5X what it used to be

Volunteerism• 72% of adults have donated money or

goods to a charity or non-profit in the past year.

• 51% of adults would be more willing to donate to a brand if they support a social cause. (infographics from Ad Week)

Millennials are highly concerned with wellness. It is a daily, active pursuit, a commitment to eating healthy and exercising. They use apps to track their exercise and find information on healthy foods. They are willing to spend money on healthier products and brands. Honest Tea has already caught on to this new lifestyle, encouraging others to get active in their communities.

58%68%

78%

71%

71%47%

38%

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Primary Research When tasked with the creation of a campaign whereby Honesty could own the honest space, 3388 both literally and figuratively, sought to piece the puzzle of how and entity can own something as intangible as honesty. It can be done—it’s common knowledge that Coke owns happiness. We surveyed and interviewed members of our target demographic on how they defined honesty and how it fit into their everyday lives. Their answers were as diverse as “I feel good about buying products from honest companies” to “I feel as though [honesty] is important because it helps me grow as a person and I know that I am setting an example for my children. “ In the end, we found that one person or entity cannot define honesty. To do so would be sheer imposition and against grain of the Honest Tea brand. Honesty is shaped by our attitudes and beliefs, which are informed by our communities and cultures. Upon this basis 3383 decided that as well-intentioned as it sounds, Honest Tea, the brand, cannot own honesty, the virtue. It is for each individual to own and express for him or herself. How-ever, Honest Tea can share a space, help plant seeds of honesty, nurture it’s growth and allow other to watch it bloom. And, with luck, those blooms will spore to create new instances of honesty.

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S.W.O.T Analysis

Opportunities

Few competitors Appeals to health-conscious individuals

Growing health-conscious societyBenefits from philanthropic and

community efforts Bringing communities together

Threats

Consumers drinking water more than ever

Millennials skeptical about “organic” labeling

StrengthsAuthentic

Variety Gluten Free

PhilanthropicHealthy

Organically SweetenedHigh Quality

IntegritySustainableGreat Taste

Weaknesses

Higher PriceLack of Brand Recognition

Disconnect Between Products

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Marketing Direction

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Marketing Objec“tea”ves • To increase sales revenue by 3% in the US among the target audience by September 2016.• To increase purchase by 10% in the target audience by September 2016. Strategy: revamped promotional design, point-of-sale incentives, and value-added impetus are a few ways 3383 will encourage target consumers to purchase more Honest Tea. Rationale: Women still dominate grocery shopping. However, the millennials on the upper end of our target audience are more likely to shop for entire households. These women, prudent about the health of their families, will spare no expense. Nevertheless, they are financially savvy and take pride ininvesting a bit of time to find a good deal resulting in a healthy return. For them, Cultivating Honesty means family activities and healthy foods. Millennials on the younger end are purchasing for themselves and while they can afford to splurge, they realize “it’s only me.” Value-added options will incentivize more purchases.

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• To raise awareness and recall of the entirety of the Honest product line by 30% among women aged 24-34 by September 2016.

• To improve the brand attitude of Honest products organic origins among of women ages 24- 34 by September 2016

Strategy: Through a mix of organic exposure via mommy bloggers, indoor and outdoor expe riential learning, apps, sharable social media content, and more, fostering brand recognition and product line remarkability will be but a feat. By agency of these IMC, specifically the more experiential components. Rationale: Millennials love to sharable content, and millennial moms characterize their relationship with their children as best friend-like. Understanding this insight brewed a strategy that encourages Honest’s target consumers to keep doing—perhaps with more frequency and an Honest Tea in hand--what they already love; social media content sharing, partaking in socially aware endeavors, all while spending time with their favorite people—their children.

Communication Objec“tea”ves

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Target Audience

Psychographics:• Loves the outdoors • Relaxed personality• Healthy lifestyle • regularly donates to charities

Demographics:• Primarily live on the coast in more• Lives urban areas• Household income over 70,000• Millennials ages 24-34

Who They Are

AGE

11% 18-24

17% 25-34

18% 35-421%

45-54

18%55-64

16% 65+

53% Female

47% Male

The primary target audience of the Cultivate Honesty Campaign is millennials ages 24-34. The older millennial generation is more likely to participate in the charitable actions based on the data found from Ad Week below. They also have a higher income than the younger generation, making them more likely to purchase a higher quality beverage.

Primary Target

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Meet Jenn

Jenn is a 31-year-old mom who is college educated and has a high household income. She has two children, Hannah (4) and Jake (2) who spend their weekdays at mother’s morning out. When Jenn is away from her children she enjoys playing tennis and running errands. Daily she balances family, work, and fitness. She enjoys camp-ing and going to the park with her friends and their children. After a typical day, she tries to provide a simple yet healthy meal for her family. Two to three times a week, she takes her family to her favorite fast casual restaurants.

Insight: “My children are my number one job. I make a conscience effort to find healthy food and beverage options for my family, because I want the best for us. My children want healthier alternatives too as they have become more aware of their health. My children influence a majority of the things that I buy, whether I am purchasing a new car or picking up lunch. One my favorite places to take my children is Einstein’s Bagels, because I can get good quality food and they are dedicated to giving back to the local community. A good day ends when I am confident that I made the right choices for my family.”

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Brand Essence Chart

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Key Fact: Millennial women are searching for a healthy, tasty alternative to sugary beverages. They are constantly balancing friends, family, and work, making them lean towards products that are easy to grab on the go.

Problem: People are aware of the Honest Tea brand, but not aware of the benefits and the extent of the product line.

Objective: To raise awareness and comprehension of the entirety of the Honest product line by 30% among women aged 24-34 by September 2016.

Target Market: Millennial moms aged 24-34, college educated, Household Income Over $70,000

Kate is a 29-year-old mom who is college educated and has a middle household income. She has one daugheter, Emma (6) who loves finger painting and dancing. Kate works from 8-4, so she makes sure that her kitchen is stocked with quick and easy options for the neighborhood nanny before she leaves for work. She feels like quality time is best spent not sitting around the TV, so is always looking for activites to do with daughter whenever she gets home from work.

Insight: “My daughter calls me her ‘best friend. I always want to be there for her like a best friend would, but I’m always called into the office on my days off and have to stay late every now and then. It seems like I’m always in a time crunch. When I’m with her, I try to make the most out of our time, but I want her to know that I’m still there for her even when I’m not around. I want to go the extra mile for her because that’s what best friends do.”

Promise: With every sip of Honest Tea we promise to refresh and revitalize your life, ensuring to bring out the best in us, you and your family.

Support:• Highest quality of organic beverages, promoting a more healthy, sustainable and active lifestyle• USDA certified organic and uses no synthetic chemicals, pesticides, genetically modified organisms or irradiation• Fair trade certified, paying over $200,000 back to farmers and growers• Organic ingredients are imported from natural sources across the world (tea, fruit, herbs, sweeteners)

Creative Brief

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Creati

ve

direc

tion

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Creative ConceptingCultivate honesty is rooted in the idea of both mentally and physically growing honesty. Within a family, a community, and an individual there is room too not only growing honesty around you but also within you. Honest Tea is a brand that want to extend its branches into all directions of the Honesty tree, however, as a brand Honest Tea also knows that this is impossible without the help of the individual and community. In order for Honest Tea to own the word honesty, we want everyone throughout the United States to open his or her minds to cultivate honesty. This does not only mean cultivating honesty and defining it for yourself but also cultivating it physically to make your community a place that exudes honesty. Through improving honesty for yourself and the community you are cultvating honesty everywhere. Honest Tea will be the brand that guides these seeds of honesty and cultivates them until they all flourish together. Through cultivating honesty as a unit between Honest Tea and the consumers we are able to create a sense of transparency between the two entities. Together, Honest Tea and the consumer are able to cultivate a new definition of honesty that allows the brand and its patrons to experience creating a new sense of the word. Every aspects relates back to how a brand cannot own the honest space.

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Cultivate Honesty timevine

April 22nd - Campaign Launch: Packing and seeds distributed

May 1st- Mural Launch: First day for consumers to have a hands on experience with the brand

mid-May: First Round of pop-up gardens and Elite Daily Articles

June- PR Stunt: Honesty Dispensers

1st week of July: Communi-Tea Garden winners announced

mid-July: Gardens are built and start of Sprouts Day Camp

August: Final definition of honesty

The timevine belows chronologically outlines the creative approach for the Cultivate Honesty Campaign.

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Honesty CultivatorsBrand ambasadors will be responsible for providing information about the Honest brand, generating sales opportunities and working as the Honest Tea “street team” to raise brand awareness and build customer preference for the brand. They are essential ly the back bones to all of grass roots tactics. to There will be three per the 20 target cities. Applications will be posted on school job websites. Prefer-rably the application will be directed towards Marketing, Videography, and Landscape Design Majors. Applications will be due on March 1st, 2015 and the selected by April 18th. They are an essential first step in the campaingn.

Essential Duties and Responsibilities: • Represent the company in a positive way • Works well with other team members • Performs marketing duties relevant to promoting the

brand • Assists managers with the implementation of

marketing campaigns • Gives out free samples of the product to the public • Shares ideas with supervisors regarding new ways to

market the brand • Train newly hired brand ambassadors • Sets up and breaks down advertising displays of the

brand

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New PET Packaging

Bottle Redesign

After purchasing and enjoying any of Honest Tea’s PET bottled tea, customers can cultivatea plant of their own. The bottle’s label includes a peel-off pouch containing Honest Seeds. The label also shows where the consumer can then cut along a dotted line to split the bottle in half. At this point, the bot-tle is recycled as a planter and the Honest Seeds can be planted within in. Using #cultivatehonesty, participants can share their potted PET plants on social media. Instagram and Twitter will be used here as participants tag their city along with the hashtag. The city with the most social media tags will win a community garden. The bottle redesign is the very first physcial display of hon-esty, acting as the first step in the campaign. Honest Tea sippers are encouraged to submit photos of their plants and others doing honest acts for the chance to win a community garden. 30

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Chicago will be used as the city for the mu-ral launch. Chicago is saturated with Honest Tea consumers, which will increase the likeliness that people will share and talk about the mural that is going up in their city. The mural launch will be the physical start of the grassroots portion of our campaign. This mural will be a green wall located on the side of building. The green wall will be of a large Honest Tea bottle, and incorporate the words “cultivating honesty”. Along with the green wall, activities for kids and parents will be held at the mural to bring people to the area and improve engagement. Some of activiites will include creating paints using different fruits, berries, vegetables, etc and crafting and planting your own Honest Tea bottle pot. The scale of the mural and activities will be used to gain more national exposure outside of the city. By this point of the campaign, the brand loy-als should be aware of the campaign. The mural is meant to attract those the ocassional use the product.

Mural Launch

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Pop-Up GardensUrban Pop-Up Gardens will be used to help launch the gardens and promote cultivating honesty physically. These gardens will be separated into two phases and implemented in all 20 of Honest Tea’s target cities. The first phase of the Urban Pop-Up Gardens will be on May 15 and the second phase on June 15. Power-washed arrows in the sidewalk will direct consumers to these pop-up gardens. The notion behind Honest Tea’s Urban Pop-Up Gardens is to create a buzz for the summer campaign as well as the winning final gardens. Beyond this, the Urban Pop-Up Gardens are also created to cultivate honesty in the physical sense of the word. By cultivating something physically beautiful, Honest Tea is able to contribute to bettering these communities. As a result, Honest Tea will gain the respect and trust of its target audience because they took care in a portion of their patrons’ lives.

For Honest Tea to get the most recognition from the Urban Pop-Up Gardens, it would be most effective to include already potted plants and flowers. By having fully grown plants and flowers, the audience will react immediately to the visual. The total cost of these pop-up gardens will be $5,000. Turf will be laid down to get the “garden grass” going and then placing Summer Pecan Trees, Japanese Boxwoods, Midnight Wine Wiegala Shrub (which flowers), and Sunshine Ligustrum to add a pop of yellow color. Beyond the shrubs and flowers, there will also be a life-size PET Bottle cardboard cut-out that will have a description of Honest Tea’s Summer Garden competition. Along with this cut-out, little signs will hang from the pots describing what Honest Tea is and its promise as a brand to ensure consumers associate the Urban Pop-Up Gardens with Honest Tea.

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Honesty Dispensers In mid June, Honest will announce the 3 city front runners via owned social media and the Vending Machine PR stunt. Honest Tea will first place the vending machines on a week-night and then in the morning announce the front runners on social media once the vending machines are set up.These vending machines will be created to show our honest appreciation for the consumers participating in the cultivate honesty competition. These vending machines will be placed in the three cities that are currently leading the Cultivate Honesty Competition. The idea of the vending machine is that Honest Tea is showing their honest appreciation for participation and exemplifying how much they, as a brand, care for their tea-drinking consumers. The bush vending machines will be tagged with “We Honestly Appreciate You.” The idea behind the green machines is that the people who take the different ingredients of Honest Tea’s from the “Honesty Dispenser” will share them with their loved ones. Honest quotes we will be printed on the pots, ranging from quirky humor to sweet sentiments. The vending machines itself will be shaped out of old shelves and a shaped bush made by local artists. The Honesty Dispensers are forms of both physical and figurative displays of honesty.

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Communi-Tea Gardens The concept of the final gardens is to take an area that is not necessarily beautiful and transform it into something the community could enjoy together whether it be by themselves, with friends, or with families. The final gardens will take an area that is not full of physical honesty and turn into a physically honest area by cultivating mental honesty through community participation and enjoyment. The three winners of the competition will be awarded with the necessary tools to create a community garden. These community gardens will be placed in areas that need some livelihood, and sprucing up. The winners will be announced on July 7 and on July 20 the all-day gardening event will occur. The people who contributed to the competition will arrive on July 20 to participate in this gardening day. This day will include refreshments, tools, seeds, and trees that will help create this community garden. After this nation wide day event is complete, there will be a calendar given to these three cities to help ensure that they are able to easily keep up with the garden and see it flourish. The Honest Tea brand will be viewed as growing Honesty by showing how they gave back and contributed to the cities and the communities within that participated and cared enough to contribute to the competition. This day will be documented on social media and also Honest Tea will encourage the individual winners who participated to share photos on their social media platforms to expand word of mouth. At the end of August, Honest Tea will return to these gardens and share photos of what they are currently looking like on all of the Honest Tea social media platforms. The rationale behind the gardens is cultivating honesty both physically and mentally. Physically, the community is cultivating plants that bring beauty, joy, and connection in the community. Figuratively, it brings the community together to help better these areas and work together to spread honest acts. Also, by rewarding the effort put in by these communities, Honest Tea is able to exemplify how much they appreciate their target audience.The plants that are in each of these three gardens will be chosen based on which cities win and on average will cost $10,000 per garden. Honest Tea wants nothing more than to ensure that these community gardens are able to flourish and cultivate a sense of community.

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Sprouts Day CampThe sign up for this camp will be available on the Honest Tea website and promoted through all of the social media plat-forms starting April 22. The dates for Sprouts Day Camp are July 5 through July 10. Honest Tea will hold a Sprouts Day Camp order to promote the Honest Kids pouches and ex-emplify how, as a brand, Honest Tea cares about the joy and activities of its consumers. The five day camp will cost around $5,000. The conceptualization with the camp is that we are giving our target audience, the mothers, a chance to be honest with themselves and say “I really need a break.” In lieu of this, they send their children to Honest Tea’s Sprouts Day Camp. We believe that by incorporating children in an honest and caring way that Honest Tea will be associated as a brand with integrity. Mothers have trouble letting go of their children and trust our brand means that these mothers believe we are a honest brand with honest intentions. By hosting a day camp for children, we are cultivating honesty from the ground up. To see a schedule for the class, please refer to the appendix.

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Paid SocialWe will use promotional features on major social media platforms to promote our #cultivatehonesty campaign. We will use paid social on major social media platforms: Facebook, Twitter and Instagram. These will consist of promoted Facebook advertisements, promoted tweets and promoted Instagram posts. From our research, Facebook is the most popular social media platform within our target market so we will start much of our efforts here. We will also be putting lots of effort into our Instagram book where stories will be fostered and shared. Our paid social will promote our microsite and draw traffic to it growing more awareness of the Honest brand. We want to enhance paid social to engage our target audience. We really want them to cooperate with the brand and share with us their honest opinions as well as how they are involved within their city. We will also use promotional media space to advertise and spread awareness for our pop up gardens in target cities. We believe with a multi faceted approach we can gain significant saturation within our target knowledge’s awareness without being intrusive.

Our total budget for paid social is $125,250. In our summer campaign, the months April through September, we will be using all major platforms mentioned above but with a budget of $75,000. The remaining months, October through March, we will have a total budget of $55,250, still using the same major platforms. We plan to encourage and drive engagement through social media in all 20 target cities. With a saturated social media campaign, we will be able to fully connect the Honest brand and its consumers.

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Honest Tea will create native content through popular sites like Elite Daily. We chose Elite Daily because of its older demographic compared to the younger millennials draw toward Buzzfeed. Elite Daily’s audience’shousehold income is more representative of the typical Honest Brand buyer as well. Readers are more likely to shop at natural grocery stores where there are more Honest brand options. Featured topics will include information about gardening, drink recipes, and spreading good in your community. Total we will spend $10,000 on the native advertising. The articles will go live mid-way through the campaign.

Elite Daily

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Honest Tea MicrositeThe Honest Tea Website will play a crucial role in delivering the campaign as a whole. One of the main functions of the website will be to serve as the informational hub for everything regarding cultivating honesty. We have set up the other forms of advertising in this campaign to point the consumers towards the website in order to gain the knowledge and details of the Cultivating Honesty in full. Along with utilizing the website’s homepage, we will be using a subsite within the main site to organize information. A main part of the subsite will be the description page regarding the gardens and corresponding photo contest. This is where consumers will learn in detail about the photo contest and events that they may have learned about in shorter detail through the bottle packaging, popup gardens, and other paid media. Along with details about how to participate in the contest, the site will also feature a real time tally of contest city leaders throughout the campaign. This live feed will consist of bottles, each given to its specific city. As photos are sent in for the contest, they will be sorted by the city they represent, and will be tallied into their cities bottle in the form of the bottle being filled. This live feed will draw in consumers wanting to see how their cities compare to other cities in the contest.

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Microsite Mock-Ups

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Instragram Book

The Instagram Book is a way in which Honest Tea will connect all the chapters of its brand along with the consumers. Each city will be considered a different chapter of this Instagram Book. On May 15, this book will start and each week will feature one person from each target city. The interns will find an individual within the city who are living honestly, bettering themselves, and bettering the community. Once they find this person, they will take a photograph and give a short introduction to this individual on the Instagram on the week of their cities. The Instagram Book will highlight the chosen individual and also provide information for their full description and video for the Youtube Mini-Series, which will be released at the end of the summer. To launch the video, Honest Tea can do their own video, starting the definition of honesty with company transparency. By the end of the campaign, Honest Tea will have spread the definition of honesty across a variety of social channels, focusing on the figurative growth of honesty and positivity. The instagram book is housed under the Honest Tea’s owned media.

Karen feels most at home in in her greenhouse where once a month she sows seeds of kindness and honesty by feeding the homeless.Hear more about her contributuions to her local community on our YouTube page.#cultivatehonesty#sowingbothkindnessandseeds#sowingbothkindnessandseeds#organiclivingforall

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The first of August will be the day that the Youtube mini-series will be released on the Instagram Bookindividuals. This mini-series is meant to exemplify a dialogue between Honest Tea and people who are Honest within our target cities. This helps demonstrate how Honest Tea is a brand of honesty that respects those within communities that embody their definition of the world. We will release one video a week throughout the campaign. After 15 videos, will release a compiled video that contains a new definition of honesty based off of a compilation of these individual’s definition of honesty. The videos will be the same as the Instagram Book videos. If the user wants to find out more about the particular organization, then they can click on the link on Instragram to find the longer version of the video on Youtube. Interns will beresponsible for selecting the participants.

“Rachel Ehlinger cultivates honesty in her community with her clothing company EKKO”

YouTube Weekly “Recap”

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Budget & Campaign Evaluation

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Summer Budget Breakdown

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Evaluation Plan Below are the key performance indicators to measure the success of the Cul-tivate Honesty campaign. The diagram belows goes over how 3383 plan to measure each aspect of the campaign. Luckily most of the campaign is based in consumer- generated content, so we can measure participation and adjust

promotions for the grass roots events based on participant.

Unique visitors to

the microsite

Average time spent on the

microsite

Times content was shared, liked, or

retweeted on Facebook,

Instagram & Twitter

Foot traffic at the Big City Gardens

& Sprouts Day Camps

#cultivatehonesty hashtag use on all

social media platforms

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RecommendationsFuture

September 2016 - March 2017

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Pouch Points ProgramThe pouch point rewards program will be little excerpts on the packaging that the children or mothers will turn into various schools. Whichever school collects the most of these little excerpts will receive compensation from Honest Tea. We Honestly appreciate you putting this effort in to support our brand. We will compensate them with Butterfly gardens and art classes. The top schools that most of these little excerpts will receive compensation through a Butterfly garden. These gardens will be organized through the science teachers to help inform the children on various subjects such as photosynthesis, roots, planting, etc. Art classes will also be awarded to those who choose to learn how to make their own paint from edible ingredients, looping the idea back to the original campaign.

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Appreciation- Honest Tea App

The app will be a way for loyal Honest Tea consumers to earn points and redeem rewards. Within the app, users can earn points, redeem points, and keep up with Honest Tea social media news feeds.

Users can earn points by: • Buying Honest Tea products • There will be a code underneath bottle caps or inside Honest Tea packaging. In the app, simply click “snap

code” and take a picture of the code. The code will then add points to your account based on how much you spent. Points vary based on the different Honest Products.

• Using the Timer within the app• Following Honest Tea on Social Media (Twitter, Facebook, Instagram) gives you 20 points• Referring a friend to the app gives you 20 points

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Appreciation- Honest Tea App

The app keeps track of how many points have been earned based on the different point earning categories .For every 100 points earned, users can choose to either redeem rewards, donate, or keep earning• 1 Dollar = 1 Point• For every 100 points earned, you earn $10 in rewards• Redeem Points- If you decide to “redeem points” you will receive a $10 coupon to be spent on any Honest Tea products• Donate- Users can choose to donate the money they have earned via points to a charity as listed in the app. If they do not see a

charity they wish to donate to, they can choose to add a different charity of their choice. In this case, if the user had earned 1,000 points, Honest Tea would donate $100 dollars to the charity of their choice.

• Keep Earning- Once the user reaches 100 points they have the option to redeem or donate them. If they choose not to, they can continue to earn points until they want to donate them. (*Note: Coupons for Honest Tea products must be redeemed at 100 points. Otherwise, if the user continues to earn points without redeeming the coupon, these points will go towards being donated to a charity.)

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Rooted in all 20 of Honest Tea’s target cities, we will pick out various recycling bins in the city to help promote recycling as well as Honest Tea and the company’s brand essence. Honest Tea’s Recycling Honesty Bins will start in May and extend its branches all throughout the campaign until the end of Sep-tember. By the end of the summer, the bins will cost Honest Tea around $8,000. The concept of the Recycling Honesty Bins is that every time an individual recycles into one of these special bins, he or she will be able to create a tweet of their opinion on what it means to cultivate honesty. This tweet will include #recyclehonesty. These tweets will then appear on the bins after each tweet is sent in. The Recycling Honesty Bins are helping to promote the individual sense of honesty and expose this to others as well. The concept is that it will cultivate what it means to both physically manifest honesty in the tangible sense and also including what honesty means to the individual. These bins promote Honest Tea in a sense that it shows how Honest Tea promotes a healthy, clean communi-ty, while also respecting the definition of honesty and that it has many dimensions.

Recycled Retweets

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Honest TreehouseThe Treehouse will be in a dedicated section of stores in select retail locations. It will consist of a large fake tree with dif-ferent flavors of honest pouches available for children to pick off and sample. Around the base of the tree will be plants, outdoor farming decorations and displays of Honest products for parents to toss in their shopping carts.

The display will be interactive and feature not only decorations and the product itself but activities for kids as they enjoy their honest pouches for example Honest branded coloring pages.

We hope by creating an interactive display within the store we can not only establish more brand recognition to a new set of customers but create a tangible experience that will resonate within our target Market. The tree house will be con-structed and displayed in the (later months of campaign?) to add more excitement and consumer interaction to our other ongoing IMC projects and competitions. Each individual installation should cost around a thousand dollars and include roughly two hundred and fifty dollars worth of product to give away.

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Future Budget Breakdown

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Appendix

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Appendix Account Executive:

Alex Piercephone: 678-462-7311email: [email protected]

Brand Planner:

Morgan Zamoraphone: 678-346-8974email: [email protected]

IMC Specialists:

Amber Portphone: 404-889-3379email: [email protected]

Peyton WIlhoitephone: 678-936-2135email: [email protected]

Media:

Haley Vannphone: 229-669-8171email: [email protected]

Tad Cianciolophone: 910-691-2608email: [email protected]

Creative:

Lexi Willcocksphone: 706-410-7091email: [email protected]

Chanel Mullgravphone: 770-885-2791email: [email protected]

Kim Nguyenphone: 404-538-1188email: [email protected]

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Contact Information

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Survey Questions

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Survey Questions Ctnd.

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Media Flowchart

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Sprouts Day Camp CalendarDay 1 Craft Day Cherries, Raspberries, Black-

berries, Spinach Ginger and Tumeric You need flour to mix the juice and a colander to strain it

Kids create their own edible paints. Then ask them to paint pictures of people helping others. Fingerpainting and other crafts will be followed by lunch.

Day 2 Gardening Day RaspberriesMint Lemons Blackberries

This will be great for the kids to be outside and learn about gardening because it is a good tool to have throughout life. Parents will recieve the photos as the garden begin to grow after the camp.

Day 3 Active Day Picnic supplies and Honest Kids

Kids get to spend time outside. If it rains then indoor activites and games will be prepared

Day 4 Pottery Day Clay, water, and tools to stick clay together

Children can make bowls, pots, and plates.

Day 5 Volunteering day Volunteer locations Kids spend time doing a simple volunteer activity around their town. We will reach out to the commu-nity to see if who would be interested in hosting the kids. Lunch will be provided on site.

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