may 11, 2011 - esrock.comesrock.com/clientproofing/esrock/esrca565a/downloads/i'min... · a...
TRANSCRIPT
May11,2011
Marke,ngTeamPresenta,on
Agenda:
•Trademark
•I’mIn–MacroPerspec4ve
•I’mIn–Marke4ngCampaign
• Launch,Grow,ExpandStrategy
• Budget
oScenario1–ValueBudget
oScenario2–Mid‐TierBudget
oScenario3–MaxBudget
TheBigQues,ons:
• WhatisI’m In?Howdowewantitdefined?• What’sthegoal?Isitmeasurable?• WhatarethekeymessagesofI’m In?• Whatisthesimplifiedmessagein10wordsorless?• Whatistheexpectedlifecycleofthebrand?• Whoarethetargetaudiencesbypriority?• Whatistheproduct?• Whatarethebrandstandardsandwhokeepsthem?• What’sthedecision/approvalprocess?• Whoisexecu,ngthemedia?• Whatisthetargetbudgetforthecampaign?• Whopaysandhow?
TheBigQues,ons:
• WhatisI’m In?Howdowewantitdefined?
• Abrand;specificallyusedinconjunc,onwiththeLAUSDfoodserviceprogram
WhatisaBrand?
Companiesandproductshaveskillsets,casecounts,nutri,onalspecifica,ons,featuresandbenefits,theyliveinpeople’sheads.
Brandshaveacharacter,personalityandastyle,theyliveintheirhearts.Effec,vebrandposi,onsareexpressedthroughemo,onala[ributesnotfeaturesandbenefitdescrip,ons.
Brandingonlytakesplaceinthemindofthetargetaudiences.Alogoandamarke,ngposi,ononapieceofpaperisjustthestartofabrand.
WhatisaBrand?
Inordertocreatethe“I’mIn”brandweneedtogainthecustomerspointofviewandusethatknowledgeandinsighttodifferen,ateandaddvalue.
“I’mIn”isabigidea…nowweneedtomakeaconnec,on.
• WhatisI’m In?Howdowewantitdefined?
• Achangeofa_tude!Thenachangeinbehavior.
• Students/parents/communitygroupsaccep,ngtheirroleandresponsibili,esforhealthiermeals
• All‐inclusive,suppor,ngLAUSDisitsini,a,vetoprovidehealthiermeals,truancy,obesity,etc.
TheBigQues,ons:
• What’sthegoal?Isitmeasurable?
• Changethepercep,onofthefoodprogram• Currentlythoughtofascountyfoodandlowquality• Canbeaccomplishedthroughpreandposta_tudinalsurveys
• ADPgivesusameasurableresult• 5%annualincreaseinADP
TheBigQues,ons:
• WhatarethekeymessagesofI’m In?
• Be[ernutri,on.Whatdoesthatmeanforyou?• Studentswillrespondtotaste,flavor,color,etc–won’tmakedecisionsbynutri,on–“I’mIn”becauseIlikeit–Isimplyliketheproduct,tastesgood(Thereasonwillrarelybebecauseit’smorenutri,ous).• ChangeimageofLAFood–fullmenumakeover• Mo,vate/Accelerate/Graduate
TheBigQues,ons:
• WhatarethekeymessagesofI’m In?
• Ifyouachievethesethings,thenkidswillbemoremo,vated,thusbe[eracademicperformance.Be#erFuel=Be#erPerformance• Personalresponsibility• LAUSDmakesitpossibleandtheycare• I’mInitformycommunity,myschools,theyouth–BiggerthanjustLA–greatercause,greatergood,lookingtofuture
TheBigQues,ons:
• Whatisthesimplifiedmessagein10wordsorless?
Be[erfoodchoicesleadtobe[erstudents.Areyouin?
TheBigQues,ons:
• Whatistheexpectedlifecycleofthebrand?
• Brands,evenestablishedones,gothroughlifecycles• Weareproposingathree‐phasecycle;Launch,GrowandExpand• Allbrandac,vi,eswillbebuilttosucceedintothe2014‐2015calendaryearandbeyond
TheBigQues,ons:
• Whoarethetargetaudiencesbypriority?
• Students• Parents• Foodservicestaff• LAUSDteachersandstaff• TheSchoolBoard/Administra,on• Communitygroupsandthoughtleaders• SNAmembers• USDA• Categoricalsuppliers
TheBigQues,ons:
• Whatistheproduct?
• Mostexci,ng,schoolprograminthestate(beyondfoodservice)first,andtheninthecountrysecond
• Howdowesellintocelebri,esforendorsements:LAisthemosthealthy,greattas,ngmealprogramintheState–exci,ngnewschoolmenuthatbalancesgreatflavorwithgreatnutri4on
• I’mIntogivingkidsthebestpossiblechanceatsuccess,andLASchoolshelptodothisbyprovidingx,yandz.
• Students/Parents—Community/Gov’t–Tryingtowinthestomachsofthestudents–andtryingtowinhearts&mindsofothergroupslikeParent’s,Teachers,CommunityandGov’t–Industry,media
TheBigQues,ons:
• Whatarethebrandstandardsandwhokeepsthem?
• Weneedtoputtogetherbrandstandardstokeepthecrea,veincheckandconsistent• LAUSD/Manufacturersdeterminebrandstandards–butLAUSDistheholderofthestandards–enforcingthestandards• Esrockcanbethebrandchampion
TheBigQues,ons:
AlookattheLogo:
• Whatisthetargetbudgetforthecampaign?
TheBigQues,ons:
Nikespendsapproximately1.7billiondollarsayearonadver,sing
BrandingComesAtAPrice
Evenwithprobonocelebrityendorsements,theCaliforniaTourismBoardspends7.3millionannuallyonadver,sing
• Whatisthetargetbudgetforthecampaign?
• $2mm,$1mm,$500k• Whopaysandhow?
TheBigQues,ons:
LAUNCH:IDEASFORDISCUSSION
IMMEDIATE(Before2010/2011schoolyearisout):
• Logodevelopmentandbrandstandards• Formalizedpresenta,onfortheSchoolBoardandcommunityleaders(tobehostedatanL.A.cafeteria)
• Parentle[er• Micrositelandingpageteasingwhat'scoming.Includeacountdownun,lthenextmenuofficiallytakesplace.
• "Teaser"signageincafeterias
ANCShow2011• Updatesession;“I’mIn”introduc,on• Visibilityatcategoricalsupplierbooths• “I’mIn”twi[erfeed• “I’mIn”video• FullPRini,a,ve• SNArecogni,on
Crea4veElements:•Createajinglewithafunky,contemporaryurbanbeat.Tobeusedonvideos,webpromo,ons,radio,etc.Lyricswouldinclude“I’MIN”.
•10‐15sec.radiospotfeaturingcelebri,es(teaser)•15sec.TVspotfeaturingcelebri,es(teaser)•Outdoorsignage‐teasers
MallkiosksEscalatorsMovietheater(beforethetrailers)Interac,ve/guerillamarke,ng‐bussta,onsandpublictransitJumbotronatspor,ngevents
SocialMedia:Twi[er,Facebook,Foursquare:“FollowusonTwi[ertoseewhichcelebsare“IN”forthecomingyear."Postswillbemade,teasingwhothecelebsmightbe,anewcelebisrevealedeveryweek/everyotherweekduringthesummer.
TasteTestPreview:NewmanCenter/Malltastetestevents(samplingoffoodbeingservedatschool)
‐Adver,seatkiosks,escalators,movietrailers,bussta,ons‐Twi[erandFacebookhype
CafeteriaMake‐Over:•Bring“I’mIn”tolife•Lookforwaystomakecafeteriasmorestudentfriendly•Considerreachingouttolocalandna,onalshows(RestaurantMakeover)
SEPTEMBER2011—beforenewmenulaunch:
•PRKickOffEvent‐"Fes,val"atanL.A.school/schools‐Sampling‐Music‐Celebrityguestspeakers‐Games
•Launchmicrosite‐Nutri,ondata‐Truancy,e‐in‐Celebri,esthatare"in"‐Menu(whereitwas,whereitistoday)‐Videos/Song(jingle)‐ringtonedownload‐Contestannouncement,rules,details‐Educa,on‐wheredoesgoodfoodcomefrom‐Parentcomponent/links‐Gamesgearedateachstudentagegroup‐Kids(see"Cu,esCitrus.com")‐Tweens(seeReese'sPuffssite)‐Teens(see"Truth"videosandgames)
AFTERMENUISLAUNCHEDANDTHROUGHFALL/WINTER:
•Funac,vi,esinthelunchroom‐games,music•Newpackaging•Posters,banners,etc.•PSA's‐drivetomicrosite,Facebook,Twi[er,YouTube•Postmenuonlineandgivestudentsanopportunitytogivetheirfeedback•Dailycontestswithprizes‐nutri,oneduca,onfocused•Scholarshipopportuni,es
Socialmediaexpansion•Twi[er/Facebook/YouTube•Set“community”goals•Constantupdates•Seekwaysfor“I’mIn”togoviral•Challengestudents/studentgroupstodrive“I’mIn”
GROW:IDEASFORDISCUSSION
FORSTUDENTS:
"I'mIn”Pledge•StudentspledgeonFacebookormicrositethattheyare"In"bymakingastatementofwhythey'rein.
•Custom"I'mIn"braceletsforallpar,cipants•Foryoungerstudents‐acoloring/drawingcontest(hanginschool/cafeteria)
•Schoolswiththemostpledgesgetaprize‐celebrityappearance,sportsequipment,etc.
"I'mIn"s4cker•Createacustoms,cker(seeChiquita)online•Celebri,eshaves,ckers,too•Uses,ckers/designsonfoodpackaging
GROW:IDEASFORDISCUSSION
FORSTUDENTS:Par4cipa4onRewards•Receiverewardsforea,ngreimbursablemeals•PunchcardorstudentIDswipesystems•Rewardsbehaviorofea,nghealthiermeals;whiledrivingADP(keyforolderstudents)
•Prizesmightinclude:,cketstoanL.A.GalaxyorDodgersgameandscratchoff,ckets‐instantprizes
•Perfectschoola[endancepluslunchpar,cipa,onleadstomorerewards
StudentFitnessChallenge•"Getfit"‐celebritytraining•Tienutri,ontostudentwellness•Haveschoolscompeteagainsteachotherthroughoutthedistrict•Tieinto“Let’sMove”
GROW:IDEASFORDISCUSSION
"Streetfood"/suppedupstreetfoodtruck•GetWestCoastCustomstocreatea"foodtruck"(similartoatradi,onalstreetfoodvendor)‐setupatmallsandintheschoolparkinglot
•IncorporateTwi[er‐"WestCoastCustomsfoodtruckwillbeat..."•Indicatethesamegreatfoodisbeingservedinthecafeteria;plusofferfullyreimbursablemeal
OngoingCelebrityAppearances•Schoolswithhighestpar,cipa,onlevelsforthemonthgeta"lunchwithacelebrity"reward
•Lunchconcerts•“I’mIn”peprallywithguestappearances
GROW:IDEASFORDISCUSSIONVideoContestStudentsrecordthemselvesdoing/saying"I'mIn"andshowingwhy.Uploadtomicrosite.A1‐minutevideowillbecreatedshowcasing25randomstudents.Ofthechosen,they’llwinalunchdatewiththecelebrity
•U,lizeL.A.U.S.D.'sTVsta,on/equipment•Encourageteacherstou,lizethisasaclassroomproject•UploadtoYouTube•Top25willbeinthevideo,winalunchdatewithacelebrity•U,lizeL.A.'sTVsta,on/equipment•(Gotomicrositetofindoutmore)
FORCOMMUNITY/PARENTS:
FamilyMealNight•Openhouse;foodservedperiodically(monthly)•Encouragesfamiliestoeattogether•Allowsparentstoshowtheirchildrenthattheytooare“in”•Helpsgaincommunitysupportfortheprogram
RecipeContest•CommunityFood•Involvelocalrestaurants(notjustchefs)andindividuals•Judgedbylocalchefs,celebri,esandstudents•UsedasLTO’s•Workinconjunc,onwithcategoricalsuppliers(alaIronChef)
Sta4s4calProgressUpdates•Viapublicadver,sement;Billboard,TV,radio,etc.•Setupasystemwheretheen,recommunitycanshareinthesuccess.Letthemknowwhatwe’retrackingandwhentheywillreceiveupdates.
•Testscores,truancyandbeyond
FORCOMMUNITY/PARENTS:
SocialMedia•ProgressionbeyondFacebookandTwi[er•GrouponandFoursquare•Seekmoreopportuni,estoinvolvethecommunity
OngoingMessaging•Billboards:sta,candmobile•In‐classroommessaging•PSA’s(in‐schoolandcommunitywide)•Communitybusinessmessaging(banks,churches,etc.)•Reportcards(insidethereportcard;here’swhatyourstudentate)•Weeklyfoodblog
EXPAND:IDEASFORDISCUSSION
PRKittootherdistrictsinthecountry•ShowwhatisbeingaccomplishedatL.A.U.S.D.andhow•Videodocumenta,onthroughoutL.A.programtoshowcasesuccess•TargetNewYork,Chicagoandothers•Considerregionalexpansion
SeekNa4onalCoverage•FoodNetwork,CookingChannel,MythBusters,WallStreetJournal,etc.•Capturerecogni,onwellbeyondtheDistrict•Getthem“behindthescenes”•Reportprogresstomainstreammedia
EXPAND:IDEASFORDISCUSSION
2012ANCShow•Presentfullcasestudy•Videotouroftheopera,onatLAUSD•Taketheroleofconsultant
I’mIn:V2.0•Refreshandreviseallpromo,ons•Lockinnewcelebrityendorsements•Buildonthemomentum•Awards/recogni,onofwinnersfrom2011
MediaDiscussion
LAUSDMediaFacts/TargetsLAUSDFacts:
1,065K‐12Schools 678,411K‐12enrollment
73%Hispanic• 11%Black/9%Caucasian/4%Asian/3%other
Targets:Primary:
K‐12Students ElementarySchool 50%
MiddleSchool 22%
SeniorHighSchool 28% Parents(AD25‐49)
Secondary: SchoolAdmin–SchoolFoodservicePersonnel SchoolAdministra,onOfficials PTO/PTAGroups LosAngelesGovernment/BusinessCommunity‐Banks,Churches,etc. LosAngelesMedia–TV/Radio/Print/ElectronicMedia
Na,onalMedia–FoodNetwork/CookingChannel/WSJ/MythBusters Na,onalFoodserviceManufacturingIndustry
PaidMedia
EarnedMedia
OwnedMedia
OutofHomeBillboards(sta,c&mobile)TransitShoppingMalls
MovieTheater
Interac4ve/GuerillaMarke4ng
Emedia–Targetedeblasts/newsle[ers/banners
SocialMedia–Facebookads
TradeMedia&Shows
PR/CustomPublishing
InSchoolTVNetwork
CommunityWebinars/Podcasts
SocialMedia–Blogs/Twi[er/YouTube
LAUSDSpeakingOpportuni4es
CommunityEvents
PSA’sTV/Radio/OOH/Emedia/Print
Opportunis4cEditorial
CommunityPar4cipa4on
LocalSNAsupportopportuni4es
LAUSDMediaLandscape
BILLBOARDS–Oct‐Dec,2011• 300Jr.Posters–HispanicZipCodeCoverage–70%coverageofHispanicLAmarketplace
• 50CityLightsIlluminatedDisplaysinhighprofileloca,onstarge,ngL.A.BusinessCommunityandGovernment–25%CoverageofGeneralMarket
• 15PremiumBulle,nsinhightrafficarteries–10%CoverageofGeneralMarket
90dayslead,me$600.0
MOBILEBILLBOARDS–Oct‐Dec,2011• 10’X22’double‐sidedadspace• OnlineLIVEGPStrackingsystem• Includesdriver,gas,mileagecost,8hrs/day• 40selectedschools/weekspreadover90days‐480schools
90dayslead,meGuaranteed3,000,000impressions$100.0
PaidMedia/OutOfHome
SHOPPINGMALLS–Oct‐Dec,2011• 2SidedescalatorSides–17Malls*• 30BacklitMallDisplays–17Malls*
AverageMallmonthlytraffic:1,249,764Totalmonthly17Mallimpressions:17,496,7053monthtotalimpressions:52,490,11590dayslead,me$106.0
*Orange,Burbank,Torrance,EagleRock,L.A.,Riverside,Glendale,SanBernadino,Lakewood,Cerritos,Montclair,Montebello,MorenoValley,Northridge,Ontario,Ventura,PanoramaCity,Downey,CA
GUERILLAMARKETING–Oct‐Dec,2011• WallArtinselectedzips• GroundGreenGraffi,(reversepressurewash)• TransitsandSheltersselectzips• WildPos,ngsinselectzips
Projected3monthimpressions:28,760,250120dayslead,me$300.0
PaidMedia/OutOfHome
FACEBOOK–Oct‐Dec,2011• Create“I’mIn”FacebookPage• TheFacebookPage’sInsightstoolwillincludenewdataonFans’engagementwithpostsfromtheLAUSDPage.You’llbeabletoseehowmanycommentsFansmakeonyourposts,andyou’llalsobeabletotrackhowmanyFacebookusersstartandstopviewingyourpostsinNewsFeed.• Setthedailybudgetyouarecomfortablewith• Adjustyourdailybudgetatany,me• Choosetopayonlywhenpeopleclick(CPC)orseeyourad(CPM)
60dayslead,meProjectedaudienceTBDuponfinalnego4a4ons(projectedini,alCPCbudgetbasedonaverageof$1.25/PCgenera,nganini,al40,000click…budgetcanbeadjusted+/‐dependinguponresponse.)$50.00
LAUSDPaidMedia
MOVIETHEATERS–Oct‐Dec,2011• 85%ofallHispanicsand68%ofallAfricanAmericansgotothemovies(NRG,AmericanMoviegoing2009)
• Preshowvs.BlankScreen:8to1preferseeingapreshowvs.blankscreen(LiebermanResearchGroup,2006‐2009)
• 3outof4moviegoerspaya[en,ontopreshowsatthemovies(2009OTXResearch,TheMoviegoingeXperience)
• :30secCinemaSpotsover14weeks(9/30‐1/5/12)withinallScreenvisiontheatersina10milezipmatchLADMAthruallG,PGandPG13ratedfilms34theaterson298screens
• Cinemaslidesover12weeks(10/7‐12/29/11)withinallScreenvisiontheatersina10milezipmatchLADMAthruallG,PGandPG13ratedfilms 27theaterson229screens
90daylead,meGuaranteed5,000,000admissionsover14weeks$400.0
LAUSDPaidMedia
LAUSDPaidMedia
–Oct‐Dec,2011
• LAUSDtousestatustonego,atePublicServiceAnnouncementprogramswiththeLosAngelesmedia:Print,TV,Radio,OOHandEmedia.
• LAUSDtoaggressivelypursuethroughinternalPRDepartment,editorialopportuni,eswithallrelevantmediaoutlets,bothlocalandna,onal.
• LAUSDpersonneltopar,cipateinlocalcommunitymee,ngs,events,streetfares,churchgatherings,etc.topromotethe“I’mIn”Program.
• LAUSDpersonneltoworkinconjunc,onwiththelocalLosAngelesSchoolNutri,onAssocia,onBoard,CaliforniaSchoolHealthCenters,Children’sHospitalofLosAngelesandotherlocalassocia,onsinordertoreachouttotheirindividualmembersandaffiliatespromo,ngthe“I’mIn”Program.
Cost:$0
LAUSDEarnedMedia
–Oct‐Dec,2011
• LAUSDtousePRDepartmenttokeepasteadyfeedofprogramlaunchnewstothelocalaswellasna,onalmedia.
• LAUSDtoreinforce“I’mIn”messagingandprogramsthroughtheLAUSDIn‐SchoolTVNetwork.
• LAUSDtoac,velyuseBlogs,Twi[er,YouTubeandFacebooktopromotethe“I’mIn”Launch
• LAUSDtoprovideSpeakerstoallvenuesofLosAngelesfunc,onsthat,eintoanyK12reference.
Cost:$0
LAUSDOwnedMedia
Budget