GT's Kombucha Tea

Enlightened Synergy Kombucha Tea Julia Bjornland

Scout Will

Taryn Cordani

Kelsey Herniman

Amanda Ling

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Table of Contents 1 Executive Summary 2 Agency Identity 3 History 4-5 Environmental Analysis 6 Competitor Analysis 7 SWOT Analysis 8 Objectives & Budget 9 Research & Objectives 10 Brand Value Proposition 11 Target Market 12 Target Market Profiles 13 Campaign Strategy 14 The Big Idea 15 Creative Strategy 16 Print Ads 17 Online & Billboard Ads 18 Online Video & Creative Testing 19 Media Objectives & Strategies 20 Media Mix: Magazines 21 Media Mix: Online Video 22 Media Mix: Billboard 23 Media Flowchart 24-25 Brand Activation 26 Evaluation

Executive Summary GT’s Enlightened Synergy is a specialty kombucha tea beverage that prides itself in being organic, raw, and all natural, giving consumers an energized lift to their day while keeping their mind and bodies ultimately balanced and regulated. Our goal is to position GT’s Enlightened Synergy as the beverage of choice to consumers when they are not drinking water to help them stay at their best so they can live happier, healthier, and stronger. In our campaign, we will be using print, online video, online display, and billboard advertisements to reach our target market.

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Agency Identity

Eminence Agency is a team of five creative and talented women who embody the name and spirit of the company. We work to express our clients’ stories through collaboration, detailed planning, and innovative ideas. We believe in the strength of integrated marketing campaigns and the importance of reaching all markets of communication while spreading awareness of the brand. Eminence Agency believes each client is as prestigious as their products and showcase this through the services we provide. We strive to do this through:

Research

Goal Setting

Creative Brainstorming

Application

Evaluation

History 1995

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The owner’s mother, Laraine, was diagnosed with cancer and was drinking kombucha - which she believes is part of the reason she is still here. Knowing that this helped his mom, the owner, GT, began making kombucha tea in his parent’s kitchen. He was only a teenager when he started the business.

1996

The business began getting too big for the small house. GT was selling 30 to 50 cases a day. He rented a 2,000 square foot industrial space in Gardena, CA and started hiring workers. Soon, Whole Foods was calling.

1999

Whole Foods gave GT Kombucha the power it needed to become a brand across the states. The tea was now found all along the Southwest. He quickly rented another 2,000 square foot building in Gardena, CA.

2004

The tea was in high demand all along different regions. GT was still using the traditional brewing process with took up a lot of time and attention. GT refused to hire a contract manufacturer, or change his product. He stuck to his traditional way of brewing and worked even harder to get his brand going.

2010

GT’s Tea began being seen everywhere - with many celebrities being shown carrying it. Honest Tea, partly owned by Coca-Cola, began to be a competitor. GT started hearing from retailers that some bottles were leaking and bubbling while still on the shelves. The product was tested and was found to be fermenting on the shelves with an alcoholic content as high as 2.5%. Retailers pulled it off the shelves for fear of selling alcohol illegally. Lawsuits were filed against Honest Tea, and GT’s.

2011

GT’s changed the potential for alcohol by controlling the chemistry of fermentation. This then led GT’s to have new Enlightened Synergy, which was non-alcoholic. It had 5% juice content which was sweeter for many customers. The new category when put on shelves grew more than 40%.

2014

GT’s products are now seen in the mainstream, which is great for business. Conventional grocers are now the largest retail channel for kombucha. They have risen by more than 60%. .

Environmental Analysis

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Competitive Forces: As of right now, GT’s Company rules the Kombucha market and is the largest supplier in the industry. Other health drinks such as Kevita, Viva Coco, Bai 5, and Honest Tea have the same target market as GT’s and are of the brand’s biggest competitors. These other health drinks tend to have lower prices and utilize aggressive advertising techniques. GT’s Enlightened Synergy sets itself apart from its competitors by offering customers a variety of flavors, and a unique, delicious, taste due to its’ 5% juice content. The beverage also has immense health benefits that attract a growing health conscious crowd such as proprietary probiotics and powerful antioxidants.

Sociocultural Forces: In today’s society, there is an increased awareness of what people are consuming and how it affects their overall wellbeing. The trend of being healthy is growing quickly. As a result, people are searching for both creative and delicious ways to nourish their bodies. GT’s Enlightened Synergy is a drink that can offer both rewarding effects and great taste, while also helping one achieve or maintain an active, healthy lifestyle. GT’s is committed to having a local, personal impact on their consumers’ lives and stories. Therefore, the company understands the importance of Corporate Social Responsibility. GT’s recently paired with the non-profit organization, The Art of Elysium, founded in 1997 that works to make art a catalyst for social change. Additionally, a limited edition flavor “Sharing Gratitude” was created as a thank you to its loyal fans after 20 great years.

Environmental Analysis

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Legal & Regulatory: There has been an ongoing debate as to whether Kombucha is actually beneficial to one’s health or even safe for people to consume. Consumers may have been doubtful in choosing Kombucha drinks because of the process in which the Kombucha is fermented with bacteria, yeast and tea to create the final product. GT’s Kombucha first faced controversy in its original, “Classic” formula in which the fermentation of the tea was deemed to have caused too high of an alcohol level for a non-alcoholic drink and was pulled from the shelves. GT’s responded by creating the new Enlightened Synergy drink as well as bringing back the Classic Kombucha for consumers over 21.

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Competitor Analysis

Strengths:

Strengths:

Strengths:

• Cheaper than GT’s Enlightened Synergy • Celebrity endorsement • Extremely hydrating and high in potassium • High brand recognition • $400 million and growing coconut water market • Strong social media following

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• • • • •

Weaknesses: • Less flavor variety • Acquired taste • Flavored versions contain added sweeteners • Higher calories per serving than GT’s

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Juice nature of drink more approachable than Kombucha More widely distributed than GT’s Enlightened Synergy High caffeine content Less calories per serving Cheaper than GT’s Enlightened Synergy Strong social media following

Weaknesses: • Artificial sweeteners such as “stevia” • Plastic water bottle (less environmentally friendly)

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Widely available High brand recognition Variety of different flavors Strong Corporate Social Responsibility Awarded “Best Engagement Campaign” at the 2015 Golden Bevies Cheaper than GT’s Enlightened Synergy

Weaknesses: • • •

No probiotics or antioxidants High in calories No longer produces Kombucha because of regulating challenges • Owned by Coca-Cola, diluted brand identity

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SWOT Analysis • • • • • • • •

Strengths:

Health benefits such as: Probiotics, Metabolism boosting & Immune system health GT’s dominates 95% of Kombucha market Synergy brand extension tastes better than regular Kombucha due to 5% juice content USDA Organic, Gluten Free, Vegan Strong Corporate Social Responsibility Celebrities seen and photographed with GT’s Synergy (Madonna, Gwyneth Paltrow, Reese Witherspoon, etc.) Strong social media presence Product is becoming increasingly available in mainstream retailers such as Walmart

Opportunities: • • • •

Growing health conscious crowd Opportunity to create different flavors with juice content Probiotic and detoxing diet trends Kombucha category is growing about 30% a year

Weaknesses: • • • • • •

Against company values to produce unnaturally at faster rate & lower cost Traditional way of brewing slows down production Breweries currently only on West Coast Little to no advertising or marketing More expensive than most “health” drinks Massive recall in 2010 for over 2.5% alcohol content

Threats: • Legal issues regarding alcohol content • FDA regulations constantly changing • Other companies joining market with aggressive advertising and faster production rates • Kombucha could become fad and then die out • Competitors using local ingredients

Objectives & Budget

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Marketing and Advertising Objectives: This campaign is aimed at informing consumers of Kombucha and its health benefits. We will improve awareness of GT’s unique product, Synergy Kombucha, as a lifestyle brand. Our focus is on the regal health benefits and feelings Synergy brings to the lives of its consumers. The increased awareness of Kombucha as a drink will allow us to achieve our marketing goal of increasing overall sales by 12%. GT’s Synergy Kombucha targets women between 18 and 34 years old who have active lifestyles and are health conscious individuals. By the end of the campaign our goal is to have 80% of our target market be aware of GT’s Synergy Kombucha and 55% of the target market will understand the benefits. The effective reach for this campaign is 80 with an effective frequency of 4. To achieve these objectives, at least 80% of our target market needs to see our advertisements at a frequency of 4 times. This is our effective reach and frequency so that our advertisements are seen enough but not so much that the consumer becomes annoyed. Time Frame: The campaign will run for one year starting December 2016 and ending November 2017. With a budget of 11 million dollars we will be able to effectively advertise throughout the year. Synergy is a raw and organic product associated with a healthy life. Most consumers create a New Year’s Resolution which tends to include a goal towards bettering one’s health. By jump-starting our campaign we can keep Synergy in consumer’s minds when thinking about a healthy lifestyle. We are advertising Synergy as a lifestyle product so we will run advertisements continuously throughout the year. We will increase the number of ads during the summer months as this is when consumers are the most physically active as well as looking for healthy products. This will increase comprehension and conviction within our target market.

Objectives: • • • •

Research & Objectives

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Determine the health benefits that our target audience seek from specialty beverages Determine our target audience’s overall awareness of kombucha Find out the reasons why our target audience drinks kombucha Uncover the reasons that are keeping our target audience from drinking GT’s Enlightened Synergy

Primary Research:

Eminence Agency conducted primary research by creating and distributing a survey to students at Ithaca College and friends and family from each team member’s respective hometowns. We also conducted a small focus group consisting of seven individuals within our target market. The purpose of this research is to find out what consumers look for in a health drink, their knowledge of Kombucha, and their media habits. The focus group confirmed our belief that initially people are intimidated by the product but found the taste to be surprisingly delicious. We also received feedback on the packaging of the product and how to improve it. After receiving 142 survey responses we filtered them to represent our target market. We had 101 females’ ages 18-24 take the survey. Only 8% of respondents had heard of or were aware of GT’s Synergy Kombucha and even less knew what Kombucha even was. This reinforced our thoughts of focusing on making consumers knowledgeable about kombucha and GT. Consumers also stated that taste (88%) and price (80%) were factors when choosing a health drink. In terms of media, Facebook was the most popular social media site and 93% of participants use Netflix on a regular basis which we factored into our decision to not create television commercials and create online commercials instead.

Exploratory/Secondary Research:

To understand Enlightened Synergy’s target market, Eminence Agency researched why and how often our target audience consumes our product. Our team visited numerous online health and fitness blogs from women alike in our market to find out what they had to say about Enlightened Synergy. These women are health conscious, fit, and aspire to live a happy and healthy life. By doing so, they incorporate drinking kombucha into their daily or weekly lives. These women seek the best organic, natural, and eco-friendly choices.

Brand Value Proposition

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Functional Benefits: GT’s Enlightened Synergy is a line of GT’s Kombucha tea that offers a wide array of health benefits such as detoxification, as it is rich in enzymes and bacterial acids to detox the body, aided digestion and gut health, and boosted immune system. Enlightened Synergy offers great taste while also being low-carb and low calorie. It is raw, vegan and kosher and contributes to healthier skin, hair, and rejuvenated energy. GT’s Enlightened Synergy is offered in 12 varieties, such as Mystic Mango, Cosmic Cranberry, Gingerberry, and Cherry Chia, so that members of our target audience can find a flavor most suitable to them! Emotional Benefits: Since GT’s Kombucha is made naturally and organically, women who choose to drink Enlightened Synergy feel invincible knowing they are strengthening their bodies and their minds. Consumers of GT’s Enlightened Synergy can feel happier and more relaxed while drinking our Kombucha tea, knowing and feeling the health benefits of our products. With these benefits of Enlightened Synergy’s kombucha tea, consumers can feel ultimately balanced as the kombucha regulates the body and mind to a neutral state. Self-Expressive Benefits: Women who drink GT’s Enlightened Synergy can be identified as health conscious women who embrace the natural things in life. These women represent the active and environmentally friendly lifestyle. Enlightened Synergy drinkers are also trendsetters and support homemade companies, like GT. Most importantly, GT’s Enlightened Synergy drinkers are identified as happy, spiritual, and peaceful

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Target Market Demographic:

Behavioristic:

Geographic:

Psychographic:

18-34 women

Those in our target market and are moderate users of health drinks. Considering GT’s Enlightened Synergy is a specialty drink with a steeper price, most consumers only buy one or two per week. These women look for beverages that are healthy and delicious, when plain old water gets boring.

Our campaign is national, however we will emphasize our advertising efforts in areas where people embody active, outdoorsy lifestyles.

Our target market cares about eating organic and works towards achieving healthy and sustainable lifestyles. They shy away from overly processed foods and enjoy leisurely forms of exercise and activities that benefit their entire wellbeing such as hiking, rock climbing, yoga, painting, writing, etc.

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Target Market Profiles

Meet Hannah 18-23

Meet Sarah 24-28

Meet Erin 29-34

She is a 20 year old Ithaca College student majoring in Environmental Studies with a minor in nutrition promotion. Hannah is a determined environmental activist and loves cooking meals for her housemates. Her hobbies include doing yoga, hiking, and updating her “Wellness” Pinterest board. Hannah drinks GT’s Enlightened Synergy because of its natural health benefits and she loves being able to reuse the glass bottles. She brings her favorite flavor, Cherry Chia, with her to yoga every week.

She is a 25 year old graphic designer living in Lorraine, Ohio. Sarah is an artistic, spiritual, individual whose favorite things to post on Instagram are pictures of her dogs. She loves eating healthy and staying fit, however her weakness has always been Orange Soda. Sarah heard about GT’s Enlightened Synergy from her spin class instructor and has been a loyal consumer ever since. Even though the drink is more expensive, she loves that it is naturally carbonated and is a great alternative for sugary sodas. After she finishes a bottle of Trilogy she feels rejuvenated, energized, and happy with her choice to nourish her body with something nutritious and healthy.

She is a 32 year old from Santa Monica, California. She graduated from the University of California Los Angeles with a degree in Psychology and is now a Child Counselor at Aviva’s Family and Children’s Services. In her spare time she loves rock climbing with her fiancé, playing with her niece, and sharing healthy dessert recipes with her Facebook Friends. Erin prides herself on staying active and cares about what she puts into her body. She has celiac disease, but that does not keep her from drinking GT’s Enlightened Synergy considering it is Gluten Free. When she has a bottle of her favorite beverage she feels like she is doing something good for herself without sacrificing taste.

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Campaign Strategy Challenge

Despite kombucha’s incredible health and wellness benefits, many people are uninformed and unaware about kombucha. GT’s Enlightened Synergy also faces the preconceived idea that the taste is unpleasant. Eminence Agency’s challenge is to inform and create more awareness to our target audience about kombucha and its health benefits to encourage our market to incorporate Synergy into their routine and healthy lifestyle. We also want to communicate that kombucha’s benefits are not a sacrifice for taste with GT’s Enlightened Synergy.

Through our research, we discovered that our target audience cares about achieving life-long wellness while staying active. Eminence Agency wants our audience to know and fully embrace the immense health benefits of GT’s Enlightened Synergy kombucha for the mind, body, and spirit.

Brand Promise

Key Insight

Kombucha originates from 221 BC China where it was once known as “The Tea of Immortality.” Our mission with GT’s Enlightened Synergy is to help people stay active and do what makes them happy, while reaping in the health and wellness benefits. When consumers buy GT’s Enlightened Synergy, they become a part of a community that values an active, holistic lifestyle that embodies the synergy of the mind, body, and spirit.

The Big Idea

Harmonize Your Health

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Creative Strategy Creative Strategy

-How the brand will deliver the brand promiseOur research has allowed us to identify the needs and beliefs of our target audience. These women ages 18 to 34 care about what they are putting into their bodies and have a lifelong passion for health and happiness. Our “Harmonize Your Health” position GT’s Enlightened Synergy as the superior choice of beverage for the ultimate mind, body, and spirit revitalization. It will empower women to achieve happiness and health in any activity while drinking GT’s Enlightened Synergy.

-Elements and link to strategy, show product/packageFor our print ads, we chose to put the primary focus on the product, GT’s Enlightened Synergy, with the target market (women 18-34) doing activities that emulate what the brand represents; harmonizing your health in the mind, body & spirit. For the mind, the ad features the drink in the foreground with a woman shown in a studio pursing her passion of drawing, with the quote “illustrate your happiness,” to earnestly persuade consumers to also pursue their passion. For the spirit, the ad shows a woman doing yoga in the background, which informs potential consumers that GT’s will allowed for them to “reach for their happiness”. For the body, the ad features a woman hiking along a trail and reminds consumers that “happiness has no boundaries,” so they also shouldn’t sacrifice their happiness when choosing a drink to better their health. Each ad includes the GT’s logo as well as the gluten-free, non-GMO & vegan logos. The big idea, “harmonizing your health,” will also be front-and-center.

Copywriting

Art Direction

-Copy elementsAll of our ads will display the slogan, “Harmonize Your Health” as the consistent message. The additional copy for these ads will communicate the health benefits of GT’s Enlightened Synergy with creative alterations based on the activities seen in the visuals. The copy will focus on the holistic benefits of GT’s Enlightened Synergy, supporting our big idea, “Harmonize your Health”. The copy will be visually appealing and be tailored to the images in the advertisements. The Vegan, Gluten Free, & Organic logos will also be seen on the print advertisements as well as the GT’s Enlightened Synergy logo. Additionally, a call to action will be placed on most advertisements to encourage consumers to visit the GT’s website, synergydrinks.com.

Print Ads

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Online Display & Billboard Ads Billboard Our idea for the billboard was to have the actual bottle be 3D. The cap and droplets would be mobilized so as the cap opens the drops would fall out and then return to their original position, closing the cap. This process would be repeated.

Online Display

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Online Video & Creative Testing

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1 Scene opens with a yoga class. Everyone is mediatating. The sound of the gong going off is in the background. 2 The gong signifies everyone saying “Ohm”. Camera pans from left to right. 3 Camera stops on a woman holding up a bottle of GT’s Enlightened Synergy. 4 Zooms in to just her taking a sip of the drink and then instead of saying “Ohm” she says “Yum!”. 5 Everyone in the class turns to her with curiousity. 6 Everyone in the class grabs their bottles of GT’s Enlightened Synergy and drinks, feeling themselves become balanced. 7 Voice over comes on stating: There’s a reason why “yum” sounds better than “ohm.” Bring some balance into your life and harmonize your health with GT’s Enlightened Synergy.” 8 GT’s Enlightened Synergy Logo.

Creative Testing In our research while testing our advertisements we found that the cohesive balance and integrity of our ads were understood by the audience. The theme of health and happiness was seen as representing the drink by a multitude of the people involved in the creative testing. “I like the juxtaposition of the product with the scene.” “I think it attracts a wide variety of creative people.” “I like that the ads are relativity simple and that the women are just carrying the drink along with them during their everyday lives” “The fonts are nice.”

Media Objectives & Strategies

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Objectives Target Market Our primary target audience is women ages 18-34 who are brand loyal to health drinks as well as a moderate user of these drinks. Women at this age are focused on their health as well as what they’re putting into their bodies. Since this is a specialty drink and a lifestyle brand, consumers are likely to purchase it around once a week during times of stress or when regular health drinks become repetitive. These consumers are interested in organic and sustainable lifestyles while enjoying mindful activities including yoga, hiking, and meditation. They choose alternative forms of medicine such as herbs and natural healing while staying away from processed and frozen food. We plan to reach these women with our campaign through a media mix including online video, magazine print advertising, billboards, and online banners.

Geographic Placement We plan on the majority of our advertisements being placed nationally, such as our magazine advertisements, online video and banners. However, our billboard advertisements will be placed regionally throughout the United States. Advertisements will be placed in areas with a younger population and a bustle of outdoor activities. These areas are San Francisco CA, Minneapolis MN, Austin TX, and Boston MA.

Message Weight This campaign is targeted towards the entire United States. States in the Midwest and Southern area will receive a heavier exposure to GT’s Synergy advertisements as it is more beneficial to them year round.

Strategies

Continuity Our campaign will be a pulsing continuity campaign. This is ideal so that our message effectively reaches our target audience continuously throughout the campaign year while increasing ads during the summer months. Our advertisements of Synergy drinks will increase from June to August when consumers become more active and health conscious.

Length/Size of Ads Magazine

Reach and Frequency

(3) Full-color sized 8.5” x 11”; Online Video (1): 30 second commercial; Online: Banner (1) 468 x 60 pixels; Out-ofhome Billboards (1) 30” x 20. *Highlighted portions are the sizes I thought you could fill in once you finish the ads and know the exact dimensions. Any questions or problems let me know!

Eminence Agency plans to achieve an effective reach of 80 and an effective frequency of 4 throughout the length of the campaign.

Media Mix: Magazines

Circulation 2,575,900 Shape is an American magazine that covers fitness, healthy eating, weight loss, lifestyle, and celebrities. This magazine promotes healthy and realistic living that our target market wants. In Simmons research, women ages 18-34 are 66% more likely than the average person to read Shape in the past six months. This magazine has a loyal following and target those serious about their health. This will help us reach our campaign goals as Synergy is a serious health drink that consumers will appreciate. Shape conveys to women the need for positive body images and healthy ways of losing weight. Synergy is about creating harmony with your body and the first step to that is loving yourself.

Circulation 2,348,000 Glamour magazine is an international publication that focuses on fashion, beauty, celebrities, health, news, and love. Recently, Glamour redesigned their brand to create a more open and relatable magazine. According to Simmons research, women ages 18-34 are 69% more likely than the average person to read Glamour within the past six months. Glamour showcases many lifestyle brands and is a magazine made by women for women. Consumers can gain important information about topics still taboo in the United States. It is focused on making sure women keep themselves healthy and happy which co-insides with how Synergy wants their customer to feel.

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Circulation 1,495,537 Self magazine is an American magazine for women that specializes in health, wellness, beauty, career, and style. The women who read this publication want to achieve the best. Women ages 18-34 are 56% more likely than the average person to read Self magazine, making it another high indexing example of an outlet read by our primary target audience. Self not only focuses on the health and wellness aspect of life but also on a woman’s career as well as her lifestyle. This promotes female-empowerment and confidence that we want consumers to feel when they drink Synergy. Women aren’t just helping their bodies, they’re also helping their mental wellness.

Media Mix: Online Video This streaming website has around 16,791,929 unique visitors despite the monthly subscription fee of $7.99. Hulu offers a variety of cable television shows, Hulu originals, and movies at this low price. Our target market is extremely busy and wants to maximize their time which means missing their favorite tv shows during air time. A large portion of consumers use Hulu in order to watch what they want at their convenience. Television is a way for consumers to retreat from their hectic lives and enjoy their down time. This is an easy way for us to reach a large portion of our audience through an ad that can capture viewer’s attention and make them aware of how Synergy can benefit them.

Spotify is a music streaming service where one can use it for free or purchase a premium account for monthly fee of 9.99 or 4.99 for students. Users are able to create playlists, favorite music, or listen to others playlist when they are connected to an internet or data source. On the free application between songs they have to listen to 30-minute ads which is how the site can generate revenue. Our target market is a large user of the streaming service because they can have their music whenever they need it. Our consumers are all about customization and making life easier and Spotify is the way to do it. Users cannot exit out of ads so it’s a way to attract consumers with a unique video to catch their attention.

Through primary research we found most of our target market watches television shows aired through ABC. These shows include: How to get Away with Murder, Scandal, and Once Upon a Time. Here we can reach our target audience and other secondary markets through advertising on the ABC website which users can watch their show for free after it has premiered on television. Here we can use our creative advertising to appeal to viewers while watching their favorite shows as well as motivate them to harmonize their health.

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Media Mix: Billboard San Francisco, CA- Population: 837,442 people

Minneapolis, MN- Population: 400,700 people

Our target market continues to settle down in this West Coast city, even as the cost of living continues to increase. San Francisco embodies the spirit of Synergy with warm weather and lots of outdoor activities. With the bay nearby and the convenience of outdoor weather most of the year, consumers can embody the spirit of Synergy whenever they please. California has always been known to embody the organic, natural lifestyle, making it the perfect area to begin advertising. San Francisco’s location also allows us to advertise year round well staying relevant.

Minneapolis continues to appeal to the college and post-grad students despite the frigid winters. Many graduates come to the city as it continues to be one of the top cities for finding a job according to Fortune magazine. This is possible due to the headquarters for major companies including Target and the Mayo Clinic. Despite the cold weather, Minneapolis ranks second on the American Fitness Index. Most residents live within walking distance of a local park; and this enables citizens to be active. All of these factors create an environment for Synergy to thrive and build loyal customers.

Austin, TX- Population: 885,400 people This southern city grows in popularity amongst those ages 18-34. The city has that “weird” vibe similar to Portland, and is appealing to young people because of their belief in individuality that becomes more popular each year. The city is cheap to live in and is home to the infamous music festival, South by Southwest (SXSW), as well as over 200 music venues. Austin is also known for having a synergetic lifestyle by balancing work and enjoyment as well as a healthy lifestyle well occasionally treating themselves to the numerous food trucks. Austin’s continuous warm weather is also appealing because we can advertise year-round.

Boston, MA- Population: 645,966 people Boston is one of the more popular East Coast cities among college students during and after their four East Coast cities among college students during and after their four years. There are over 100 colleges in the greater Boston area and this old city is booming with restaurants and bars to appeal to appeal to the millennials. Boston is also home to beautiful parks and waterways so consumers are active when possible. The hardy spirit and growth of the city is similar to the attitude of the average Synergy user. Placing billboards in Boston can help consumers keep up with their fast-paced life.

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Media Flowchart September October November 1234 1234 1234 # of issues 2 3 2

Total Impressions 16,791,929 24,840,850 18,700,218

# of days 180 180 180 180

Cost per ad $269,900.00 $210,383.00 $251,942.00 Magazine Total

Total $539,800.00 $631,149.00 $503,884.00 $1,674,833.00

Cost $30.00 $30.00 $30.00 Online Video Total

Total $503,757.87 $1,490,451.00 $1,683,019.62 $3,677,228.49

Cost per day $2,512.33 $1,200.21 $2,656.20 $1,937.91 Billboard Total

Total $452,219.40 $216,037.80 $478,116.00 $348,823.80 $1,495,197.00

Total Impressions Cost Total 162,823,589 $10.00 $1,628,235.89 150,000,000 $10.00 $1,500,000.00 Online Display Total $3,128,235.89 Production $1,000,000.00 Grand Total $10,975,494.38

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Brand Activation Stickers in Magazine Ads Objective: This will distinguish our advertisements from others within the media vehicle by allowing consumers to interact with our print ads. Our target audience will place the stickers on surfaces where their friends and co-workers can see, ultimately increasing brand awareness. This will hopefully spur positive conversation about our brand and recruit new customers to try a bottle of GT’s Enlightened Synergy.

Strategy: Decorating laptop cases, car windows, and reusable water bottles with various stickers is a popular trend that a large part of our target audience takes part in. We will spice up our print advertisements by including a fun and colorful sticker on the magazine page. The GT’s Enlightened Synergy logo in our magazine advertisements will double as a sticker. GT’s social media accounts will tweet telling followers to keep a look out for the stickers in magazines and post a photo of what surface they end up decorating.

Bottle Cap Pins Objective: Raise sales and brand awareness by re-thinking the GT’s Enlightened Synergy bottle cap as also being a pin. Additionally, promote sales by offering an incentive for collecting a certain amount of caps. Our research showed that our target audience was generally displeased with the cap of our product. They thought it was boring and ugly, so this would be an exciting way to respond to this customer feedback.

Strategy:

For a limited time, all GT’s Enlightened Synergy drinks will have bottle caps that also double as pins. The pins will read a variety of sayings that represent the message of the brand. This brand activation strategy will support our big idea of “Harmonizine Your Health” because we will encourage consumers to collect all different pins that embody areas of wellness. The caps will have an access code on the inside. Once our consumers collect three pins and essentially harmoize their health, they can use the codes to redeem a coupon for a free beverage through GT’s website.

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Brand Activation GT’s Enlightened Synergy Wellness Event Objective: This event will raise interest and awareness of GT’s Enlightened Synergy and cause consumers to associate the brand with a fun experience revolving around holistic health and wellness.

Flowchart

Strategy: People will embody our big idea of “Harmonize Your Health” at this outdoor event put on by GT’s Enlightened Synergy. This event will have various tents and activities set for attendants to take part in that promote overall health of the mind, body, and spirit. These activities will be designed to also interest our target audience of women 18 through 34 and include yoga, painting, rock climbing, massages, and jewelry making. Additionally there will be music and raffles. At the event we will also have a booth of empty GT’s Enlightened Synergy bottles and various arts and crafts supplies. We will encourage those at the event to get creative and recycle the bottles in an artistic way. At the end of the event, the winner will receive a gift basket. These events will be held throughout the spring and summer in city parks to gain an optimal amount of attendance and awareness.

Evaluation The three main goals of Eminence Agency were to increase comprehension rates of the brand of GT’s Enlightened Synergy Kombucha by 80%, increase conviction rates by 55%, and to increase sales by 12%. We planned on achieving these goals by carefully considering all options in terms of the placement of the ads and brand activation tactics. The comprehension and conviction rates throughout the campaign fluctuated until we finally exceed our original goal.

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APPENDICES

      Creative Brief

Competition: Vita Coco, Bai5, Honest Tea

Underlying Emotional Need: Many of the consumers in our target market are health conscious. They want products they know are organic, raw, and all natural to match their active and healthy lifestyle. These women seek a beverage that keeps them balanced and at their best.

Advertising Problem: Many consumers are neither aware nor informed about kombucha and its health benefits. This also comes with the preconception that kombucha tea has an unpleasant taste and a strange fermentation process. We plan to find solution to this problem by creating more awareness about our brand and kombucha’s health and wellness benefits in our campaign.

Target Market: Our target market consists of women between the ages of 18 and 34. These adventurous women are health conscious and lead an active lifestyle, while seeking a happy life. They are moderate users to various health drinks as an alternative to drinking water. Members of our target market tend to also eat organic and raw, while caring for the environment. These women pride themselves in staying active, but also place a strong importance on their mental and physical health as well.

Goals: Marketing Goals: Objectives for this campaign will increase overall sales of GT’s Enlightened Synergy by 12%. Advertising Goals: Within the target audience of women, 18-34 years old, Eminence Agency will see 80% comprehension and 55% conviction. The effective reach for the campaign is 80 with an effective frequency of 4. Time Frame: This will be a year-long campaign, beginning in December 2016 and ending in November 2017.

Historical Background: In 1995, GT Dave, founder of GT’s Synergy products, began brewing kombucha in his kitchen for his mother who had been diagnosed with breast cancer. He was only a teenager when he started his business, but GT was dedicated to share the strength of kombucha that helped his mom to everyone. After selling bottles from his house, in 1999, Whole Foods gave GT’s kombucha brand power across the states and his tea became in high demand. Fast forward to 2010, GT’s kombucha was seen with celebrities in tabloids and began gaining popularity. Today, GT’s Synergy kombucha teas are in the mainstream and see great business, with conventional grocers being the largest retail channel for GT’s kombucha.

     

Creative Brief

Agency Profiles Julia Bjornland

Scout Will

Taryn Cordani

Julia Bjornland is a sophomore Integrated Marketing Communications major from Utica, New York. She has always had a passion for art, advertising, and fashion. On campus she is highly involved with HiFashion Studios marketing and advertising team, is apart of the American Advertising Federation chapter on campus ParkAdvenue and works for the Office of Public Safety. In her spare time she enjoys spending time with family, painting, and buying new shoes. Julia plans to go into the creative side of advertising. She wants to go to portfolio school then have a career in fashion marketing. Julia’s favorite flavor of GT’s Enlightened Synergy is Cosmic Cranberry.

Scout Will is an Integrated Marketing Communications Major with an English minor from Lancaster, Pennsylvania. At Ithaca College, her favorite club in which she is most involved in is Ithaca College’s chapter of Women in Communications. This summer, she is most looking forward to an opportunity to intern at the agency Tierney in Philadelphia. Scout enjoys many outdoor hobbies such as mowing the lawn, playing croquet and hiking the trails of Pennsylvania with her dog, Rango. Her favorite flavor of GT’s Enlightened Synergy is Grape Chia.

Taryn Cordani is currently a sophomore at Ithaca College majoring in Integrated Marketing Communications with a minor in Sport Studies. Additionally, she is a member of the Women’s Cross Country and Track & Field teams. She enjoys being a part of Ithaca College’s branch of Student Consulting for Nonprofit Organizations, and helping local nonprofits overcome strategic challenges. Her career focus is in cause marketing. It is her goal to use advertising, PR, social media, and new technologies to help create social good. She believes that advances in mass media do not have to come at a cost that harms our environment or society in general. In her free time she likes to knit, walk her dog, and color mandala’s. Taryn’s favorite flavor of GT’s Enlightened Synergy is Trilogy.

Agency Profiles Kelsey Herniman

Amanda Ling

Kelsey Herniman is a Business Administration major with a concentration in marketing and an Integrated Marketing Communications minor from Gowanda, New York. Kelsey is highly involved with market research as a marketing intern at the Suicide Prevention and Crisis Services in downtown Ithaca, NY as well as the Assistant Vice President of Market Research for the Ithaca College chapter of the American Marketing Association. When not working with marketing, Kelsey works as an office assistant for one of the Residence Directors at IC while also being a Peer Leader for freshman students. She also enjoys ice skating and playing tennis. Kelsey’s favorite flavor of GT’s Enlightened Synergy is Mystic Mango.

Amanda Ling is a sophomore Integrated Marketing Communications major, with a Sports Studies Minor from Lake George, New York. She is currently on the social media team for ICTV’s “Sports Final” and was previously a PR intern for a licensing company for high profile brands and celebrities such as Juicy Couture, Michael Jackson, Marilyn Monroe, and Muhammad Ali in New York City. Amanda aspires to work in public relations for a company or celebrity. Amanda enjoys hiking, going on adventures with friends and playing tennis. Amanda’s favorite flavor of GT’s Synergy is Mystic Mango.

References http://www.inc.com/magazine/201503/tom-foster/the-king-of-kombucha.html http://greatist.com/health/20-best-cities-20-somethings http://qz.com/368513/the-american-kombucha-craze-in-one-home-brewed-chart/ http://thegoodkarmakitchen.blogspot.com/2012/03/product-review-gts-raw-organic-kombucha.html http://www.brianastockton.com/kombucha/ http://www.organicbeautytalk.com/gts-enlightened-organic-raw-synergy-kombucha-in-passionberry-bliss/ http://hotinkreviews.blogspot.com/2012/11/gt-daves-enlightened-raw-kombucha-out.html https://likeajapanesehamsandwich.wordpress.com/2012/05/03/kombucha-is-my-new-alcohol-yoga-drinking http://www.thetravelingyogi.com/favorite-things-fridays-gotta-have-gt’s-kombucha-synergy-drinks/ http://familyfriendlydaddyblog.com/2014/08/26/gts-synergy-enlightened-kombucha-grape-chia-vegan-friendly-reviewwhy-i-gave-up-caffeine/