Eli Serota Alexis Powell Alanna Furco Jocelyn Ravesi Chris Rose

Executive Summary..................................... 2 Big Idea............................................................. 13

Agency Identity.................................................. 3 Creative Overview..................................... 14

History of Stonyfield.................................. 4 Creative Executions.................................. 15

Environmental Analysis................................ 5 Creative Testing............................................ 17

Competitor Analysis...................................... 6 Media Objectives....................................... 18

SWOT....................................................................... 7 Media Choices............................................ 19

Objectives.............................................................. 8 Media Schedule......................................... 22

Research................................................................ 9 Media Budget............................................... 23

Brand Value Proposition.............................. 11 Brand Activation........................................... 24

Target Market....................................................... 12 Evaluation.......................................................... 26

Campaign Strategy....................................... 13 Appendix........................................................... 27

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Table of contents

2

Executive SummaryStonyfield Organic doesn’t just make yogurt, its makes yogurt with a purpose. Stonyfield provides consumers with a range of thoughtfully produced snacks, each with compelling social and environmental objectives. However, due to the company’s slightly high prices as well as their generally low levels of visibility within the yogurt market, the compa-ny struggles to keep up with its many competitors. Through presenting Stonyfield products as convenient and healthy options for consumers and their families as well as beneficial to local communities and the environment, Stonyfield will be positioned as a product that fulfills customers’ functional and ethical needs. As many yogurt products vary lit tle from one another, our agency’s campaign will focus primarily on the goodwill and charity work Stonyfield is involved in as a way to appeal to consumers on a more compelling basis.

ObjectivesOur campaign is designed to reach a target audience of women ages 34-49. With the tagline “Mindfulness Matters”, we intend to appeal to our audience through more than just their taste buds. This tagline, used continually throughout the campaign, summarizes the driving forces behind why consumers should choose Stonyfield over a competitor’s product. Through a mix of print, Internet, radio, and out of home advertisements, our campaign will reach the target in multiple places, further reinforcing the message of the Stonyfield brand. The campaign hopes to achieve a comprehension of 80% and a conviction of 40%.

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Agency Identity

At Vision Media, we see the world through a comprehensive lens. Our agency is comprised of five passionate and forward-thinking individuals who come together to create distinguished and ef fective campaigns for our clients. As a group, our agency strives to design analytical, visual, and strategic content that perfectly aligns with our clients’ creative visions and business needs. Through balancing societal, technological, and environmental trends and developments with our clients’ unique organizational roots, Vision Media works to position brands as competitive forces within their individual markets. Our agency process is outlined above.

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History of StonyfieldIn 1983, Samuel Kaymen and Gary Hirshberg, co-founders of Stonyfield, established their nonprofit organic farming school in New Hampshire. Working to support and advocate for family-run farms, the two dedicated themselves to producing high quality dairy products with a sustainable twist. While managing their seven-cow production, the found-ers began creating yogurt, produced free of pesticides, chemical fertilizers, artificial growth hormones, antibiotics, and GMOs. Over the years, Stonyfield has expanded into a 200,000-acre property with thousands of cows while still remaining true to their founding missions, opting for conscious production methods and continuing to create thoughtful products.

Between the years of 2001 and 2003, the French corporation Danone, who also owns Dannon and YoCrunch, bought a total of 85% of Stonyfield’s shares. Stonyfield subsequently expanded into both the Canadian market with Les 2 Vaches as well as the United Kingdom market with Stony, Yogurt on a Mission in addition to acquiring Brown Cow, a small California yogurt brand. Over time, the company’s products have developed to include items such as a baby-toddler-child line as well as Greek yogurt, and drinkable yogurt options.

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Environmental Analysis Competitive:

Sociocultural:

Legal and Regulatory:

Economic:

In the face of the 3-Every-Day campaign, introduced around 2008, dairy is something that mar-keters have tried to make more at tractive, especially to youth populations. In addition, with the in-

creased popularity of Greek yogurt beginning in 2011, yogurt as a whole reemerged as companies at tempted to keep up with the new trend. With greater at tention on the industry, companies like Stonyfield, Dannon, Chobani, and Fage seized the opportunity to reinforce their brands. Stonyfield of fers consumers a variety of quality products, providing every individual with a deliciously wholesome snack.

With increased emphasis placed on healthy lifestyles, yogurt is an ideal snack for those who value their physical wellbeing. Yogurt is low in fat as well as rich in natural probiotics, Calcium,

and Vitamin D. Stonyfield of fers healthfully prepared products reinforced by transparent nutrition, allergy, and ingredient information.

Due to its USDA Organic certification, Stonyfield must abide by strict farming regu-lations that control product ingredients as well as how products are manufactured.

Companies with this certification must demonstrate humane treatment of their animals and abstain from using GMOs (Genetically Modified Organisms), amongst various other qualifications. Such certifications increase the value of a brand by suggesting that companies are transparent about what they are selling and care enough to produce foods that are good not only for consumers but for the environment as well.

With such vast competition within the yogurt industry, the array of prices and access to promotions and discounts make healthy purchases feasible for the average consumer. Stonyfield of fers bulk and

personal size containers, all under about seven dollars and depending on the retailer, prices may even fall below that threshold.

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Competitor Analysis

Strengths-

Weaknesses-

Strengths- Strengths-

Weaknesses-

Weaknesses-

- Wide array of Greek yogurt products for adults, children, and everyone in between - Produced without GMOs or rBST - Give 10% of the company’s profits to community initiatives, small businesses, and food security projects through the Chobani Foundation

- Produce exclusively Greek yogurt products - 2013 recall af ter mold found in some of products

- Variety of unique flavors and yogurt styles - Three options for fat content; 0%, 2%, and Classic (about 6 grams of fat)

- Produce exclusively Green yogurt products- Slightly more expensive than other Greek yogurt products - All products targeted to adults; no specifically children’s products - Bland visual advertisements that some times make it challenging to identify the product

- Seven brands within the company, each with their own specialization (i.e. Greek, digestive health, children, etc.) - Promotional incentives and coupons available - The Oikos Brand (part of the Dannon) is an official sponsor of the NFL- Danino, a children’s line exclusively catering to Spanish speakers

- No singular brand identity or specialization - Use of carmine, a food coloring substance derived from insects - Controversial commercial in the 2014 Super Bowl featuring John Stamos

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SWOT AnalysisStrengths Weaknesses

Opportunities Threats

- Brand is not limited to yogurt or just one type of yogurt - USDA Certified Organic, Kosher, GMO Free, and most are Gluten Free- Sold at local food coops and specialty grocery stores in addition to larger chains - Strong corporate social responsibility

- Not well-known compared to competitors - Not many Greek yogurt options, the most popular form of yogurt at this moment in time - Slightly more expensive

- Increasingly conscious consumer base who value nutritious foods - Yogurt viewed as a healthy snack - Greater appreciation of product certifications and ingredient transparency - Yogurt sales expected to continue increasing, reaching a projected 9.3 billion by 2017

- Generic yogurt is viewed as less appealing compared to Greek options- Growing number of individuals trying dairy-free/ vegan lifestyles- Increasingly competitive market makes being a smaller and less visible company difficult

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ObjectivesMarketing & Advertising:

Within our primary audience of women 34-49, we will achieve a comprehension rate of 80% and a conviction rate of 40%. This means 80% of the

target audience will have an understanding of the Stonyfield brand, and 40% of the target audience will be compelled to purchase Stonyfield yogurt products. The ef fective reach acquired will be 80% with an ef fective frequency of 3. This campaign with increase sales by at least 8% through a variety of media that will emphasize Stonyfield’s commitment to health and conscious production.

Timeframe: Our campaign will run a total of 12 months, spanning from January 2016 and ending in December 2016.

Budget: Vision Media was given a budget of $11,000,000 which we decided to allocate in the following way.

Magazine 35%

Internet 36%

Radio 2%

Out of Home 22%

Production 5%

Magazine

Internet

Radio

Out of Home

Production

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ResearchObjectives:

Exploratory: Secondary research was performed using Simmons Oneview, allowing us to determine the target audience’s purchasing habits, favored media outlets, and their main priorities in regards to health and fit-

ness. Judging by our research, Stonyfield’s designated target audience is comprised of women ages 34-49. These individuals are middle to upper class mothers who, on a daily basis, balance family life, errands, and occupations. As the target audience has lit tle available free time, the majority of their web content is accessed from mobile sources, such as smartphones and tablets. Although the audience will also use their home computers and/or laptops to access web content, it is to a far lesser degree than their use of mobile devices. In terms of specific media vehicles, the target audience selects mediums that integrate easily with their on-the-go lifestyles. These sources are primarily consumer magazines, traditional and online radio, social me-dia, and online blogs. The audience is also more likely to be serial users of a few media vehicles rather than relying on numer-ous sources for information. The audience consumes media primarily to brush up on current events as well as search for new recipes, health tips, and fitness trends.

When it comes to food, the audience is highly conscious of ingredients and nutrition. The group places great value on organic and specialty products and are willing to splurge on those items. They are also constantly searching for new healthy products for their families to try. These purchases are of ten heavily influenced by the audience’s media outlets, such featured products on food blogs or magazine articles reporting the health benefits of a particular food/product. This group of consumers is also par-ticularly aware of their personal wellbeing and subsequently engages in some form of daily exercise, including yoga, cycling, and running. In their free time, the target audience also enjoys purchasing clothing as well as household products.

1. Determine what our target audience looks for in yogurt products.2. Determine the overall awareness of Stonyfield Yogurt with our target audience.3. Bet ter understand the target audiences purchasing and yogurt consumption habits.

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Research (continued)Primary: Our primary research was conducted using an online survey to

reach our target audience. The survey was spread throughout multiple Facebook pages and Facebook groups. The question topics addressed consumers’ relationship with yogurt products and brands, awareness regarding Stonyfield yogurt, how individuals consume yogurt products, and general inquiries regarding gender and age. Please refer to the list of questions on the right.

Our survey found that most respondents prefer granola bars for breakfast, as opposed to a bowl of yogurt. About 39% of our respondents buy Yoplait Yogurt and 32% buys Chobani. When choosing yogurt, most of our target audience prefers Greek yogurt as well as brands that provide an array of flavors. Most of our target audience consumes yogurt products 0-4 times a week and those same users say that they buy yogurt 0-4 times a month. Our survey showed that 56% of respondents had heard of Stonyfield, however only 36% of that group had tried the brand’s yogurt products.

Survey Questions1. What type of breakfast snack do you reach for in the morning?2. What do you look for when buying yogurt? (Check all that apply)3. What brand of yogurt do you usually chose from?4. Have you ever heard of Stonyfield yogurt product?5. Have you ever tried Stonyfield yogurt products?6. How many times a week do you consume yogurt?7. In the last month, how many times did you purchase yogurt?8. What is your gender?9. What is your age?

56% heard of Stonyfield 36% tried Stonyfield

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Brand Value Proposition Functional Benefits: Stonyfield products are certified organic, eliminating many of the health risks

associated with products that contain pesticides, hormones, and genetically modified organisms (GMOs). All but one of Stonyfield’s products are gluten-free and the brand of fers soy yogurt options that allow for a more inclusive consumer experience. The vast majority of Stonyfield’s products are low-fat, low-calorie, protein-packed, and loaded with vitamin D and calcium. Stonyfield snacks are convenient and provide busy people with a healthy, on-the-go solution to snacking.

Emotional Benefits: What’s included in every Stonyfield product? Consumer confidence. The company’s ethical and sustainable business model ensures that all Stonyfield products are produced

in a way that is healthy for their animals, employees, and consumers as well as for the environment. The absence of harm-ful chemicals and ingredients allows consumers to feel confident in their purchases and in providing their families with such a wholesome product.

Self-Expressive Benefits: Consumers who purchase Stonyfield products make the conscious decision to buy bet ter. When you purchase Stonyfield products, you know that your mon-

ey is supporting family farms and sustainable agricultural practices. Beyond making a statement regarding one’s values, Stonyfield consumers are also able to express their personality through the company’s wide array of yogurt products, finding the one that is best suited to their dietary needs and preferences. The brand of fers a range of yogurt styles from the simple Smooth and Creamy to the decadent Oh My Yog!. Stonyfield even of fers an expansive youth line with products specifically designed for babies, toddlers, and children.

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Target Audience (Women 34-49)

Alice Ruth Diana34 years old 39 years old 43 years old

Alice is a 34-year-old graduate of Boston University who now lives with her spouse in Hart ford, Connecti-cut. Alice and her husband are the co-owners of a small graphic design agency which primarily focuses on website design. Although she does not currently have any children, her schedule is hectic and con-sumed mainly by her occupation. Regardless of the unpredictable nature of her daily life, health is some-thing Alice prioritizes. Alice and her husband spend Saturday mornings at their local farmers market, purchasing products they will prepare throughout the week. She considers healthy, moderate eating to be an essential component of fitness in addition to daily exercise. Everyday af ter her morning run, Alice enjoys a cup of Stonyfield Fruit-on-the-Bot tom in the flavor Blueberry along with a bowl of organic fruit and a glass of mango juice.

Ruth is a 39-year-old single mother and dentist with an 8-year-old son. Everyday, af ter work, Ruth has a few hours to herself before her son returns home from soccer practice. She typically uses these hours to do a home yoga workout as well as spends some amount of time online looking at wellness blogs. Ruth does not have a large disposable income but cares greatly about the health of her son and there-fore prioritizes having quality foods in her pantry at all times. Ruth buys most of her products from the local supermarket, taking advantage of sales promotions that allow her to be bet ter able to purchase the prod-ucts she values. When her son returns home, the two enjoy a bowl of Stonyfield Af ter Dark Chocolate non-fat frozen yogurt.

Diana is a 43-year-old stay-at-home mother with two year-old twins, a seven-year-old, and a ten-year-old. Diana’s wife is the Chief Financial Officer for a moderately sized corporation, so money is less of a concern for Diana than time management. Between driving her kids to and from elementary school, various af ter-school activities, and taking care of her young twins, Diana has lit tle time for herself. Good snack foods are essential at Diana’s household—ide-ally those that cater to a broad age-range and that do not sacrifice quality or flavor. Although Diana purchas-es Stonyfield Yotoddler and Yokids for her children, she herself is lactose-intolerant and enjoys Stonyfield O’Soy to keep herself energized throughout the day.

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Campaign StrategyChallenge:

Key Insight:

The Brand Promise:

The key challenge our campaign faces is a lack of dif ferentiation between yogurt brands. This aspect causes ele-ments such as brand awareness and promotions to heavily influence consumers’ yogurt-related purchases. As a less

prominent production, Stonyfield’s strong CSR and range of high quality products are of ten overshadowed by the company’s bet ter-known competitors. Vision Media’s challenge is to distinguish Stonyfield through the company’s uniquely conscientious mission.

Our research shows that our target audience, composed primarily of mothers, cares greatly about health and do not want themselves or their families exposed to harmful chemicals or nutritionally-lacking products. These consumers find

certifications and food labels to be a strong reflection of product quality and a distinguishing factor in their purchases.

Vision Media aims to promote Stonyfield as a brand that goes beyond just yogurt to deliver a wholesome, natural product that not only benefits consumers but also simultaneously supports

sustainable agricultural methods and ethical business.

Big Idea

Mindfullness Matters

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Creative Overview

Campaign Strategy:

Art Direction:

Copywriting:

Our research has shown us that our target audience has many concerns when it comes to purchase decisions. When it comes to choosing yogurt, they do not see a huge dif ference

in flavors, type (i.e. Greek, Soy, Smooth and Creamy etc.), or price. What sets Stonyfield yogurt products apart is its commitment to organic, all-natural ingredients and cultivation process. In order to ef fectively target health and product conscious women 34-49, we will position Stonyfield as the conscious consumer friendly product. By purchasing Stonyfield, their mind will be at ease knowing they are purchasing an all natural, organic, environmentally friendly product that has no adverse ef fects on their person-al health. We will highlight the USDA Organic certification Stonyfield has earned, as well as its commitment to a non-GMO prod-uct. These factors ultimately culminate into our big idea- Mindfulness Matters.

The art in our advertising will display members of our target audience in all natural set tings with their own Stonyfield products in hand. It will integrate the picturesque natural elements of the scene with the

people and product, to reinforce the all-natural message conveyed in our big idea. We will utilize natural bring colors that make the visual pop and will be extremely appealing to the eye, making the advertisements memorable.

Each of our advertisements will feature our big idea, “Mindfulness Matters”. Preceding our big idea will be a small paragraph writ ten as a let ter to the consumer, highlighting the choices they are making by

choosing Stonyfield. The majority of the copy will be done in a sof t curvy font to compliment the curves and shapes of nature. Our big idea will be highlighted by a bolder block style natural font, to make it pop of f the page.

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ExecutionsMagazine

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Executions (Continued)

Web Advertisement Animation OverviewStage 1: In space, cows spin slowly past. Text appears af ter one second.Stage 2: Scene pans down to Earth in one quick blur. Wind ripples in the grass. Stonyfield Logo is present at arrival. The text fades in smoothly, beginning with “No GMOs” and continuing down. Once all the text is in place, Stage 2 holds for six seconds.Stage 3: Text disappears as the Organic Certification Logo drops into place from above. Cow enters from right. Products fade in all at once. At this point, the ad appears to be static, except for some windy movement. Af ter ten seconds, the cow exits, and periodically returns to munch on grass.

Internet Banner

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Executions (Continued)

Cartoon: Upbeat, bubbly music plays as a Stonyfield milk truck bounces up and down a curvy country road. Woman’s Voice: “Do you know what makes Stonyfield special? Our commitment to using only organic ingredients: including real fruit and whole milk.”

On its travels it is passes happy mooing cows and then dodging images of GMOs and pesticides. Woman’s Voice: “Unlike other brands, All Stonyfield products are free of GMOs and artificial pesticides.”

The Stonyfield logo appears in the scene. Woman Voice: “Stonyfield, Mind-fulness Matters”

Cut to a scene of a mother and daughter at the gro-cery store, picking a cup of Stonyfield yogurt of f the shelf and place it in their shopping cart. “Why do we do all of this for our yogurt? Because your family’s health is just as important to us as it is to you.”

Internet Pre-roll Out of Home

NPR UnderwritingNPR is proudly supported by: “Stonyfield Organics – Yogurt and dairy products for the conscious consumer, mindfulness matters”

Creative Testing: In order to test the ef fectiveness of our advertisements, we shared our magazine, Internet pre-roll, and direct mail samples to women in our target market. Af ter each person analyzed the samples, we recorded their opinions about what they thought

of each ad. Our target audience was very impressed with the Internet pre-roll, and magazine ads. They said the color scheme was very appealing, and that they enjoyed the storyline behind our commercial. Also, they explained how including the mom and child bond between the product in the Internet pre-roll was beneficial to reach moms. For the direct mail advertisement, our market mentioned that there needed to be a creative boost. We took that into consideration by shaping the mailing ad to look like a cow to emphasize Stonyfield’s commitment to having healthy and happy cows.

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Media ObjectivesTarget Market:

Geographic Scope:

Message Weight:

Our target market, women between the ages of 34 to 49. They are generally upper middle class, many of them with families of some sort. They are conscious consumers who care about health and the

environment. We will reach them by appealing to their conscious and highlighting the healthy choices they make by purchasing Stonyfield yogurt.

This campaign will be executed as a national campaign with a heavy up in certain spot DMA’s. Our internet, social media, and magazine advertisements will be national, however out of home

and physical brand activation will be place in areas with high index numbers and high populations.

All national executions (internet, social media, and magazine) will be evenly distributed across the country since our target market is located across the country. Spot campaigns in Boston, New York,

Philadelphia, San Francisco, and Los Angeles will serve to reinforce the message in those areas. These targeted DMA’s have high brand development indexes with even higher category development indexes, giving them maximum potential for Stonyfield.

Media Strategies (Continuity): For this campaign we will utilize a pulsing media schedule. Internet and social media will be constantly used throughout the year-long campaign. Out of home,

magazine, direct mail, and radio will only be used during certain months in order to conserve costs. We have chosen heavy up months based on our research which shows that our target market is more likely to buy yogurt during warmer months, as well as targeting vacation times when they are more likely to relax, run errands, and absorb more media vehicles than usual.

Media DimensionsInternet 160 x 600 pixels Out of Home Custom Shape 7” x 8”

:30 second pre-roll Shopping Cart 9” x 11”

Magazine 8.5” x 11” 4C Radio Standard Underwriting

Effective MediaEf fective Reach 80

Ef fective Frequency 3

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Media Choices (Magazine)

Health

Parents

Better Homes & Gardens

People

O, The Oprah Magazine

Circulation: 4,475,000

Circulation: 2,208,127

Circulation: 7,649,173

Circulation: 3,537,318

Circulation: 2,395,496

Health is a popular women’s wellness magazine that that covers areas such as dieting, exercise, and beauty. Stonyfield print ads will blend in well with the publication and ef fectively reach the younger end of our health-conscious target audience. As health is a daily priority for our target audience, Stonyfield will run advertisements for much of the year but with a primary heavy-up during the summer.

Parents is a magazine geared towards parents, but more specifically mothers. It aims to give readers practical advice to guide them through the parenting process. The magazine covers topics like pregnancy, raising children, food and family time. Placing a print adver-tisements within Parents will allow us to reach mothers within our target audience who will feel compelled by Stonyfield’s family-oriented message. Advertisements will run during the pre-summer and back-to-school periods.

Bet ter Homes & Gardens is a more general home magazine featuring home decorating ideas, home improvement projects, gardening, and recipes. The magazine’s target market is women ages 25-54 and it is therefore a highly ef fective and applicable vehicle for our entire target audience. Featuring Stonyfield advertisements during the spring and summer months is the best way to reach our target audience as that is the height of the gardening and outdoor activities season.

People Magazine is a popular magazine for celebrity and human-interest stories. It covers current events, celebrity news, inspirational stories and health and fitness stories. People’s goal is to keep their readers updated with what’s going on in the celebrity world. Placing advertisements during the Oscars and Emmys will help to create greater awareness for Stonyfield as those periods are popular times to read up on celebrity news.

Oprah Magazine is a unique magazine targeted towards middle-aged women. It provides women with healthy food ideas, fashion and beauty advice, book discussions, and wellness tips. Vision Media plans to place print advertisements in this publication as a way to appeal to mindful female consumers within our target. These advertisements will run during pre-summer, a key time for personal bet terment, as well as during the pre-winter months, a period when much of our target is kept indoors.

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Media Choices (Internet)

MindBodyGreen is a blogging site that boasts articles regarding relationships, healthy eating, and unique fitness trends. MindBodyGreen is viewed by over 12 million readers/bloggers and reach’s our target market of Woman ages 34-49. These women are educated, health-conscious individuals that use Internet blog arti-cles to inform and guide their consumer behavior. The best time to place an advertisement on their website would be during the spring and summer.

Mamavation is a blogging site tailored to mothers within our target audience. The site of fers readers a range of articles that can be easily integrated into their busy lifestyles. Article topics include cooking, child raising, con-sumer awareness, fitness, and beauty. The blog’s readers value thoughtfully produced foods, such as organic fruits and vegetables, and prioritizes their family’s health and safety above all else. Our advertisements will be running on the Mamavation website during the back to school, pre winter, and pre summer months.

Pandora is an Internet music-streaming site that allows people to steam their favorite music for free. Advertisements are featured on Pandora through commercial spots played in-between users songs. Users are able to design their own playlists and listen to their favorite music in their homes or on-the-go. From our research, we know that Pandora is the most popular Internet music site for middle-aged mothers. Using this and the site’s personalization tools, we will be bet ter able to locate times and stations that best appeal to the target. Advertisements will be streamed during the summer as that is when listeners use Pandora the most frequently.

Hulu is a premium TV streaming website that allows viewers to watch popular shows, movies, and documentaries at lit tle to no cost. Many on-the-go women don’t have time to sit at home and watch live TV but Hulu allows this group to watch their favorite programs on their own time. Placing a 30 second advertisement on this website will help us reach our target audience of busy middle-aged women. Our Hulu advertisements will be placed in the summer. During this period, our target has greater availability as school is out and vacation time is more prevalent.

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Media Choices (Out of Home)

Direct Mail: The created direct mail pieces will be sent to our target audience in the five specified target DMA’s: Boston, New York, Philadelphia, Los Angeles, and San Francisco. We believe this type of personalization will emphasize the point that Stonyfield truly cares about its

consumers. By only targeting those five mentioned DMA’s, we can assure a greater ef fect and conserve spending.

Shopping Cart:

Whole Foods is one of the premier food shopping stores for conscious consumers. With their specialization in organic food, as well as their commitment to healthy food, planet, and people, our target audience is also one of their main consumer audiences. Whole Foods also at tracts upper middle class shoppers, whom are also Stonyfield’s target audience.

Wegmans is very similar to Whole Foods in its target demographic. It’s “Eat Well, Live Well” slogan, at tracts health conscious con-sumers to its isles of organic products. It is also located in three of the five target DMA’s, making its geography favorable for advertising.

Trader Joes has a large concentration of stores in the Southern California area, highlight the other two targeted DMA’s: San Fran-cisco and Los Angeles. Its emphasis on healthy eating and organic foods, as well as generally higher prices, ensures our target audience will be present within the stores.

Stop & Shop is a combination of health conscious and price sensitive consumers, again located in the general Northeast region. The constant sales promotions and partnership with Peapod groceries invite a variety of shoppers into it’s doors.

Shaws is the most popular supermarket in the New England area, which contains one of our 5 target DMA’s, making it an essential target. Its average prices and constant sales promotions at tract a variety of consumers, and give a lower socioeconomic target oppor-tunities for exposure.

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Media Schedule

23

Media Budget

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Brand Activation1. Heifer International Lids-for-LifeObjective: In order to motivate individuals to buy Stonyfield products, we have created a promotion to raise awareness to end hunger and poverty through Heifer International.

Strategy: On the top of each Stonyfield Yogurt lid a message will say “End Hunger and Poverty” to inspire consumers to donate to the cause. When you open the yogurt, the inside of the lid has a statistic about hunger and poverty around the world to encourage people to save their lids. For every ten Stonyfield yogurt lids you send in, five cents will be donated to Heifer International to help others over-come hunger and poverty.

2. Stonyfield on WheelsObjectives: Having a Stonyfield truck (similar to an ice-cream truck) drive around our targeted DMA’s, Boston, New York, Philadelphia, Los Angeles, and San Francisco to spread the awareness of Stonyfield.

Strategy: In order to get individuals to purchase Stonyfield products, free sample size cups of Stonyfield Frozen Yogurt, Frozen Yogurt Pearls, and Smoothies will be of fered to the public through our Yogurt Mobile. The truck will visit family events such as youth sporting games, town festi-vals, and mall or grocery store parking lots. This will allow people to

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Brand Activation (Continued)

3. What’s your Yog?Objective: Enable Facebook fans of Stonyfield to take an active role in the development of new flavors, and encourage them to try the Oh My Yog! product line. Additionally, this should lead to increased interaction with our social media fan base.

Strategy: Of fer Facebook followers the opportunity to create unique flavor combinations for the newest batch of the Oh My Yog! line. Oh My Yog! yogurts feature unique flavors, including Orange Cranberry and Gingered Pear. Facebook users would be able to select any two flavors from a list, and the most-voted-for flavor combinations will be added to the Oh My Yog! line. Facebook users who vot-

4. Sponsor: Walk to End Alzheimer’s DiseaseObjective: Sponsoring The Walk to End Alzheimer’s events that occur all over the country will demonstrate Stonyfield’s commitment to increasing awareness regarding Alzheimer’s and contribute to the search for a cure.

Strategy: At the event, limited edition purple yogurts will be of fered to participants and spectators. All yogurts will be free for race participates and at tendees. At the event, a Stonyfield tent will be set up at the fin-ish line. They will have the option to choose from two flavors of Greek yogurt, vanilla and blueberry. It will give individuals a healthy snack to enjoy throughout the event.

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Evaluation

0%  

2%  

4%  

6%  

8%  

10%  

12%  

14%  

January  

February  

March  

April  

May  

June  

July  

August  

September  

October  

November  

December  

Comprehension   ConvicDon  

0.00%  

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0.60%  

0.80%  

1.00%  

1.20%  

1.40%  

1   2   3   4   5   6   7   8   9   10   11   12  

Sales  

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Creative Brief

Agency BiographiesEli Serota is a sophomore at Ithaca College majoring in integrated marketing communications major with minors in politics from West Dover, Vermont. He has worked on congressional races doing graphic design, press releases, constituent relations and debate preparation. Eli specializes in graphic design and copy-writing. His passion is in the public sector, working with educating the public on current events and spread-ing public awareness of social issues. His favorite Stonyfield product is Apple Cinnamon Oh My Yog!

Alexis Powell is a sophomore Integrated Marketing Communications major and Women & Gender Studies minor from Calais, VT. Alexis serves as the Promotions & Events Director for Ithaca College’s Stillwater Magazine and has interned previously with Planting Hope, a non-profit organization that helps to provide small loans to Nicaraguan micro-businesses as well as promote service-learning experiences. Alexis aspires to work in strategic planning for an organization like Fair Trade, striving to redefine ethical and sustainable business standards. Alexis’ favorite Stonyfield product is Fruit-on-the-Bot tom in the flavor Strawberry.

Alanna Furco is a sophomore Integrated Marketing Communications major with a Communications Management and Design minor. She is currently the Advertising & Marketing Chair on the IC Courage E-Board. She is also a Student Manager at the library on campus. Alanna has a passion for entertain-ment and baseball and hopes to one day work for a music company or major league baseball team. Her favorite Stonyfield product is Super Fruits Organic Greek Yogurt.

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Agency Biographies (Continued)

Jocelyn Ravesi is a sophomore Integrated Marketing Communications major. Af ter college, she aspires to work in an advertising agency specifically in the fashion industry. Her favorite Stonyfield product is the smooth and creamy french vanilla yogurt.

Chris Rose is a junior Integrated Marketing Communications major with a Writing minor. Af ter college, he is interested in working as a grant writer for any organization connected to the arts. His favorite Stonyfield product is Organic Lowfat Yogurt (unflavored/unsweetened), ideally mixed with fresh blueberries and granola.

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30

End NotesHistorical Analysis

Stonyfield Farm, Inc. (2015). Stonyfield Organic Yogurt. Retrieved from ht tp://www.stonyfield.com .Groupe Danone S.A. (2014). Danone Homepage. Retrieved from ht tp://www.danone.com/en/

Competitor Analysis

Chobani

Chobani, LLC. (2015). Chobani. Retrieved from ht tp://chobani.comKim, Susana. (2013). Whole Foods Will Stop Selling Chobani in Early 2014. Retrieved from ht tp://abcnews.go.com/Business/foods-stop-selling-products-greek-yogurt-giant-chobani/story?id=21262692Algar, Selim. (2014). Greek Yogurt Companies Trying to Hide Amount of Sugar in Products: Suit. Retrieved from ht tp://nypost.com/2014/06/19/greek-yogurt-companies-trying-to-hide-amount-of-sugar-in-products-suit/Moat, Inc. (2015). Search Results: Chobani. Retrieved from ht tp://www.moat.com/search/results?q=chobaniChobani, LLC. (2015). Facebook|Chobani. Retrieved from ht tps://www.facebook.com/Chobani?fref=tsChobani, LLC. (2015). Twit ter|Chobani. Retrieved from ht tps://twit ter.com/Chobani.Chobani, LLC. (2015). Instagram|Chobani. Retrieved from ht tps://instagram.com/chobani/.

Fage

Fage Dairy Industry, Inc. (2015). Homepage. Retrieved from ht tp://usa.fage.eu.Moat, Inc. (2015). Search Results: Fage. Retrieved from ht tp://www.moat.com/search/results?q=fage

Dannon

Groupe Danone, S.A. (2014). Homepage. Retrieved from ht tp://www.dannon.com.Moat, Inc. (2015). Search Results: Dannon. Retrieved from ht tp://www.moat.com/search/results?q=dannon.Weller, Chris. (2013). Dannon Yogurt Contains Insect-Based Color Additive, Could Pose Allergy Risk and Threat to Vegitarians. Retrieved from ht tp://www.medicaldaily.com/dannon-yogurt-contains-insect-based-color-additive-could-pose-allergy-risk-and-threat-vegetariansMarshall, Bob. (2012). The Most ‘Controvercial’ Super Bowl Spot This Year Was for Yogurt. Retrieved from ht tp://www.adweek.com/agencyspy/the-most-controversial-super-bowl-spot-this-year-was-for-yogurt/30087.

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End Notes (Continued)Environmental Analysis

Competitor

Statista. (2013). Snack Dollar Sales Growth in the United States in 2013. Retrieved from ht tp://www.statista.com/statistics/257937/snack-dollar-sales-growth-in-us-supermar-kets-by-category/.Thompson, Derek. (2011). How Did Greek Yogurt Get So Popular? Retrieved from ht tp://www.theatlantic.com/business/archive/2011/08/how-did-greek-yogurt-get-so-popu-lar/244025/.

Sociocultural

Thompson, Derek. (2011). How Did Greek Yogurt Get So Popular? Retrieved from ht tp://www.theatlantic.com/business/archive/2011/08/how-did-greek-yogurt-get-so-popu-lar/244025/.Statista. (2014). Greek Yogurt’s Market Share of the U.S. Market in 2008 and 2014. Retrieved from ht tp://www.statista.com/statistics/279746/us-market-greek-yogurts-market-share/.Hof fman, Beth. (2012). How ‘Millennials’ Are Changing Food as We Know It. Retrieved from ht tp://www.forbes.com/sites/bethhof fman/2012/09/04/how-millenials-are-changing-food-as-we-know-it/.Newman, Jaclyn. (2011). The Health Benefits of Yogurt. Retrieved from ht tp://www.canadianliving.com/health/nutrition/the_health_benefits_of_yogurt.php.Hiat t, Kurtis and Angela Haupt. (2011). Greek Yogurt vs. Regular Yogurt: Which is More Healthful? Retrieved from ht tp://health.usnews.com/health-news/diet-fitness/diet/arti-cles/2011/09/30/greek-yogurt-vs-regular-yogurt-which-is-more-healthful.

Legal & Regulatory

United States Department of Agriculture. (2015). Organic Agriculture. Retrieved from ht tp://www.usda.gov/wps/portal/usda/usdahome?contentidonly=true&contentid=organ-ic-agriculture.html. OK Kosher Certification. (2015). Kosher Certification. Retrieved from ht tp://www.ok.org.Gluten Intolerance Group (2015). Gluten-Free Certification Organization. Retrieved from ht tp://www.gfco.org.

Economic

Davis, Christopher and Donald Blayney, Andrew Muhammed, Steven T. Yen, and Joseph Cooper. (2010). A Cross-Sectional Analysis of U.S. Yogurt Demand. Journal of Food Distribution Research, 41(2), 36-45. Retrieved from ht tp://naldc.nal.usda.gov/naldc/download.xhtml?id=48807&content=PDF.