KC - Presentation
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Transcript of KC - Presentation
Jake LandmesserLine Cook - Media Specialist
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Ian kerrExpediter - Account Manager
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Jean scanLanLead Bartender - Social Media Specialist
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mILes HoLensteInChef Garde - Creative Director
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JaneLLe GraceChef de Cuisine- Chief Digital Officer
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Henry GrantSous Chef/Meat Grinder - Public Relations
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sHeLLy maxweLLHead Chef - Public Relations
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Contents – the ReCipe
The ChallengeMeet the Kitchen
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Research & Key FindingsThe TargetThe IdeaThe IngredientsMeasurement & Timing
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Thinking Ahead 7
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the ChallengeDevelop an integrated brand awareness campaign with a focus on driving sales in Philadelphia.
Engage with Sipp brand advocates and customers while establishing a means to continue involvement
Double Sipp’s social following and engagement
ReseaRCh & Key FindingsOur competitors are product focused and lack a substantial experience or lifestyle associated with their brand.
10 year decLIne In saLes-14% since 2004
sHIftInG consumer preferences
industRy oveRview
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smaLL BatcHes
unIque fLavors
artIsanaL
naturaL InGredIents
sHIftInG consumer tastes
craft seGment drIvInG saLes
corporatIons BuyInG up mIcroBrewerIes
CRaFt soda
CRaFt BeeR
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Traditional SodaBeverage category
Sparkling Water
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Traditional SodaBeverage category
Sparkling Water
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Traditional SodaBeverage category
Sparkling Water
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Traditional SodaBeverage category
Sparkling Water
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Traditional Soda Sparkling Water
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Lifestyle
Product Focused
Beverage category
marketing angle
Traditional Soda Sparkling Water
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Lifestyle
Product Focused
Beverage category
marketing angle
the taRget audienCeYoung professional women who want brands they feel connected to and add value to their lives.
professIonaL socIaL personaL
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Grace
Age: 32
Location: Philadelphia, PA
Occupation: personal trainer/health and wellness blogger
Hobbies: bikram yoga, youth swim instructor
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the ideaTaking what we learned and putting it into words.
eneRgizing puRe fresH
oRganiC CleaRsimple CRisp
ReFReshingenvIronmentaL
Clean
InvIGoratInG
happy naturaL
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moRe than a pRoduCtIT’S A LIFESTyLE
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Cut the Shortcuts
Cut the ShortcutsGet Sipp Done.
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the ingRedientsTaking what we learned and putting it into words.
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CaptivateCOnTEnT Hub
DIGITAL DISPLAy
STREET LEvELMEDIA
InFLuEnCERS
aCtivateSOCIAL
EvEnTS
CultivateCSR
CuT THE SHORTCuTS
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Captivate
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Captivate | Content Hub
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Captivate | Content Hub | Blog Extension
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Captivate | Content Hub | Influencers
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Captivate | Content Hub | Influencers
Her Philly
@myasmine
Streets & Stripes
Philadelphia Foodie
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Captivate | Content Hub | Influencers
Cupcake and Cashmere
Career Contessa
Kendi
Lauren Conrad
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Captivate | Digital Display
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Captivate | Digital Display | banner Ads
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Captivate | Street Level
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Captivate | Street Level | Sponsorships
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Captivate | Street Level | uber
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Captivate | Media | Tv
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Captivate | Media | Print
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Captivate | Media | Out of Home
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Activate
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Activate | Social | Promoted Posts
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Activate | Social | Facebook
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Activate | Social | Instagram
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Activate | Events | Pop-up Kitchen
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Activate | Events | Sipp Maze
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Activate | Events | Swag
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Cultivate | E-newsletter
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Awareness
Capture
Enagement
CultivateActivate
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We believe in setting goals.
High ones. Just like you do.
These goals can only be achieved with
Strength. Inspiration. Passion. Perseverance.
no Shortcuts.
However, we believe that every goal-reaching woman has a right to
Work hard, Sipp hard.
We believe that everyday mishaps should also include everyday celebrations.
We believe that every moment is an occasion.
An occasion to spend with your friends, your co-workers, or yourself.
Practice and play with a purpose.
Sipp knows you don’t take shortcuts, so we don’t either.
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