Social Media Marketing Plan

Marissa Nani, Greg Padula, Devin Racca, and Erica Rekrut

BUS 469
December 8th, 2015

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A: Executive Summary
Ice Breakers Cool Blasts provide consumers with a new and innovative level of cool. What starts
out as a chewy piece of gum then dissolves within the first few bites to give our users fresh breath
instantly. This innovative product will take advantage of the decreasing usage of chewing gum and mints
providing consumers with a new option. In todays culture chewing gum has steadily become seen as
rude or inappropriate resulting in the limited level of use. Still, consumers need a product that will
freshen up their breath and we believe this presents a significant opportunity to capture a large portion
of the gum and mint market.
Our target audience is adults between the ages of 18-24, and specifically college students or
business professionals. We believe that there is potential to target the segment of this demographic that
are conscientious of their physical appearance. College students who are socially active will be able to
receive the benefits of chewing gum without having to obnoxiously chew in front of their friends and
classmates. Similarly, business professionals who interact with other people on a daily basis will be able
to get the instant satisfaction of fresh breath before interacting with a customer or going into a meeting.
As a result of appearance being important to these individuals, we predict they will be a major share of
our sales since fresh breath connects with physical look.
In order to jump start our campaign, our organization will start a country wide bus tour in May
of this coming year. Our tour will travel to 48 states in six months where our crew of promoters will
provide our audience with free merchandise consisting of stylish t-shirts and winter beanies to protect
our consumers from the chilling effects of our Cool Blast products. A majority of the tour will be
traveling within close proximity to Justin Bieber's 2016 tour because his concerts tend to attract
consumers within our demographic range. In combination with our physical interaction with our
consumers through the bus tour, we will engage our followers in a number of different social media
activities.
In July, we will unleash a special snapchat filter for our consumers to share with their friends.
The filter will show in an entertaining fashion the exaggerated effects consumers will feel when using
our product. In addition to the filter, throughout the length of the tour we will present different contest
for our social media followers to engage in for the chance to win free products. Depending on the
month, our Cool Blast products will be promoted in a different way to associate itself with different
holidays or current events. As the tour ends, our promotion will become dominated by our social media
campaign to maintain the hype for our products generated from the tour. At the beginning of 2017, we
will release a video on social media reviewing the tour and the success of its promotion. And finally, our
promotion will end with following our target segment to Florida for spring break. Here we will engage
our consumers in a variety of fun games and contest.

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B: Situation Analysis
Company overview
Internal environment
The Ice Breakers brand is a sub brand of the massive company that goes by the name of The Hershey
Company. To focus on the Ice Breakers internal environment, the focus will be on the 4 Ps. Discussed
below are the current offerings that the Ice Breakers have introduced which consist of six different
products. The company has been able to produce and to gain strong recognition with the Ice Breakers
name and focus on the full range of subset of the millennial generation. Ice Breakers have the same
visible cooling crystals that they utilize across all products to reach the same appeal. Many consumers
are known for buying the Ice Breaker brand within mass merchandisers (41%) such as Kmart, Target, and
Walmart. The next location is convenience stores sitting at 23% of consumer purchase the brand at this
location. The Ice Breaker brand sits at a fairly similar price to its other products for a pack of mints. As
for their promotion strategy, Ice Breakers use traditional media of TV advertisement, along with
magazines that offer coupons for their products.
External environment
Their products are available throughout 70 countries around the globe and with that The Hershey
Company is the leading manufacturer of chocolate and non-chocolate candies in North America where
they reach approximately $6.6 billion annually in net sales. In 2010 was when Ice Breakers received
marketing activation. They now are the flagship brand of Hershey in the mint category1. Hershey
competes in two categories in the market, 1. Chocolate and 2. Sweets and Refreshment which Ice
Breakers falls into. Hershey or Ice Breakers being the leading brand in the mint category for Hershey
holds almost 40% of the mint share compared to Ferrero Mint, Wrigley Mint, as well as all other mint
product companies. This is share amount is almost twice as much as the second largest mint producer,
Ferrero Mint, which holds 22% of the market mint share.
Current Offerings
The Ice Breakers brand portfolio stretches out across the breath freshening industry. Their total
portfolio consists of six categories. Their portfolio includes mints, gums, and now these Cool Blast
chews. The mint portion consists of their main flavors of Cool Mint, Wintergreen, and Cinnamon flavors.
The Ice Breakers Frost is a more intense version of Ice Breakers mint. They continued with their mints
and introduced the Ice Breakers Duos and Ice Breakers Sour which combines sweet fruity flavors or sour
fruit flavors that pair with the power of cooling crystals. Ice Breakers Ice Cube Gum is their entrance into
the gum category. It delivers a breath freshening experience similar to the core mint, but instead it is a
chewing gum. The focus is on the Ice Breakers Cool Blasts that were launched in April of 2015. The two
flavors of spearmint and peppermint take the form of a rectangular mint that is chewable and
dissolvable, making it completely different from their other products.
Customer Analysis

The Hershey Company- Company Profile

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Ice Breakers have developed a loyalty by age range. The general audience is the millennial age, which
sits at 18-24 years old.

Table 1: Benefit of Customer Segments

Primary Benefits

o
o

o
o

o
o

Flavor Experience
Chill Mouths: searches for the cool sensations
Hygienic: always has the freshest breath
Low Price
Underemployed: those who have not reached full benefits in their jobs
The High schooler: people with no degree as of current purchase
Dissolving faster
Working Professional: busy, on the go, no time to wait
Dating teen: having new experiences with a significant other

Competitor Analysis
Ice Breakers is a part of the sweets and refreshment category in many companies. To further it they are
in the gum and mint fraction of the refreshment category. It is a part of the confectionary market which
holds total revenue of $37,397 million in 2014. This represented a compound annual growth rate of
1.8% between 2010 and 2014 shown in Appendix B. The chocolate segment holds the majority of the
market with total revenues of $18,853.3 million which equals to 50.4% of the markets overall value. The
sugar confectionery segment, which is what Ice Breakers falls under, contributed revenues of $11,193.8
million in 2014 which comes out to 29.9% of the markets aggregate value 2.
The main competitor that The Hershey Company has to compete with in the US confectionery market
share is Mars Inc. who leads the market with 30.4% of the market, while Hershey sits at 27.9%. The
second largest name is Mondelez International Inc. which sits at 6.2%. However the other big portion of
the figure, show in Appendix C, is from the other group which is the same portion as Mars Inc.3. The
Wrigley Company is a subsidiary of Mars which engages in manufacturing and selling of confectionery
products. The Wrigley Company holds names such as Altoids, Eclipse, Extra, and Orbit which are crucially
similar products to what Hershey and Ice Breakers have come up with. They are positioning themselves
to be a curiously strong flavor that freshen breath with classic mint and gum flavors. Wrigleys vision
with their products is to create simple pleasures to brighten everyones day 4. Thus they keep simplicity

2
3
4

Confectionary in the United States: Market Analysis

Confectionary in the United States: Market Segment
Wrigley.com- brands

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with their products while the main the aspect of quality as well. Wrigley target the young millennials
with their products of strong and lasting flavors that are easy to take on the go for a busy life.
The other competitor to watch out for in this section of confectionary is Ferrero Mint. They are known
most for the Tic Tac, a very small on the go mint that can fit in many places. They are within the other
segment that sits at 30.4%. They position themselves as an entertaining freshnessTic Tac. They hold
their signature packaging where the consumer can hear the rattling and flip the top open to experience
the joy that a Tic Tac can bring. Tic Tac targets the busy millennial person who is always on the go who
can just pop in a Tic Tac at any point where they need too. This is where they compete with Ice Breakers
the most5.

Context Analysis
Table 2: Context Factors that May Affect Sales and Profitability

Factors

Key Changes

Positive Factors
Economic

Fairly high operating and entry costs 6

It is harder for our competitors to enter the market
Need to be careful of substitutes

Technology

Social Media channels are used greatly by our target audience

(Twitter, Snapchat, Instagram, Facebook)
Pandora/Spotify are online radio sources that will air commercials

Uncertain Factors
Regulatory

Producers are surprisingly diversified

can adopt International Fair Trade standards 7

Socio- Cultural

Moving away from gum chewing 8

Looking for healthier alternatives
Private labels are offering a cheaper alternative to branded products 9

Physical

Cold weather may affect the profits during the winter months

5
6
7
8
9

https://www.ferrero.com/products/the-most-famous-products/tic-tac/overwhelming-freshness/
Confectionary in the United States- Five Force Analysis
Confectionary in the United States- Supplier Power
The Vancouver Sun (2015)
Confectionary in the United States- Degree of Rivalry

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SWOT Analysis
Strengths
Weaknesses
Strong brand recognition
Need help with recall of products though
Affiliated with The Hersheys Company
Only hold 27.9% of confectionery market
which can help spread awareness
New innovation product could take away
Innovative first new product of its kindsales from other products
no other company holds a similar
Growth potential depends on the US
product (Cool Blasts)
market (80.8%) and a few distributors for
plays on what consumers do not
revenue generation
like about a gum or mint
Products that have established the way
for Cool Blasts
Opportunities
Expansion into mass
merchandisers
Expansion into potential international
markets
especially China
Breath freshening products are in high
demand
gum sales are dissolving
Consumers living a hectic lifestyle leads
to demand for breath freshening
consumption

Threats
Mars Company and Other competitors
hold more than half of Confectionery
market
competition of price and shelf
space
Increasing private label penetration could
take away from future market share

Social Media Audit

Competitors
Our first competitor we looked at was Mentos; this product is one of the many that is represented in the
other 30.4%. Their Facebook page had about 12,409,249 likes and their page posts include photos,
contests with events they sponsor, and some videos. Next, We looked at their Twitter and that had only
6,250 followers. Their tweets were very interactive with their fans, engagements such as Thank You
messages and retweets. Lastly, we looked at their Instagram account. They only had 1440 followers
(the least out of the 3 social sites) and they used Mentos candy to create photos. they have a total of 42
Instagram posts overall.
Our second competitor we looked at was Tic Tacs. Their Facebook page had over 14,661,007 likes. On
their page they post photos, commercials and videos, they are very interactive, and they connect their
photos to the time of year as well as popular apps and hashtags. For example, they use the hashtag

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#MCM to create a tinder picture with the Tic Tacs. Their twitter page has about 29,500 followers. Much
more than Mentos. They tweet every 2 days, not very interactive, they use hashtags and a lot of photos,
advertise depending on the time of year, humor usage, contests, and promote their new flavors. Lastly,
when we looked at their Instagram they had 21,600 followers. They have a total of 292 posts. In their
photos, they use the Tic Tacs and unique ways. Each photo is likeable and engaging and they advertise
with important things going on that day such as Katy Perrys Birthday and Make-A-Wish foundation.
Our Social Media Efforts
Facebook
This is their most interaction with the public in terms of social media. Here they post clever
images and phrases that their followers can relate to. Their social media reach for Facebook hits
over a million people. It is important in this medium to remain intriguing for the followers to
remain engaged with the page. Their advertisement talents are shown in figure 1 in the
appendices.
Twitter
This is a fairly new concept to the Marketing team at Ice Breakers. The account has been made
on October 30th and has only had three tweets since the opening of the account. The followers
number sits at a low 19. This only means that there is room for improvement and to gain more
followers. They might need to start by following others this way a sense of awareness develops.
Like their Facebook page, their posts are condensed clever way of people to interact with their
social media accounts.
Instagram
There is no official page for Ice Breakers. This setback however, does not keep them out of the
Instagram world. There are many accounts associated with the Ice Breakers brand that could
potentially help them gain awareness. Also, there are many uses of the hashtag (#) for their
various products which lead people to view their product.
C: Objectives Using the SMART Format

Ice Breakers Cool Blasts will be promoted to both the male and female population ages 18-24,
who are either college students with minimum income or if employed full time a salary of at
least $30,000. We will also market to people who have some education, such as a high
school/college degree.

We will promote mainly by using social media outlets such as Facebook, Instagram, Snapchat
and Twitter. These platforms have been proven to be the most used by millennials (appendix D).
Our Facebook/Instagram pages will entail current Cool Blast advertisements such as
commercials and online ads. Twitter will be used for contests to earn a $0.50 coupon. One
contest will have users videotape themselves putting as many Ice Breakers Cool Blasts in their
mouth at one time (similar to the cinnamon challenge.) Our Snapchat channel will include a
Chilly filter that has the product name in the bottom right corner of the photo being taken.

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This channel will also have Snapchat Lenses Face Feature that allows users to blow out crystals
when they open their mouths, a snowy background and a cracked screen to exemplify the
extreme cold one tastes when consuming an Ice Breaker Cool Blast.

We will promote Ice Breakers Cool Blasts to millennials that are influenced heavily by celebrities
such as Justin Bieber and Tom Brady as well as YouTube Stars. We will post a commercial to our
YouTube page on April 1st, 2016, including celebrities like these to promote the product. At the
end of every week we will count the number of views on the YouTube video. Every 2 days the
commercial will be posted through Twitter. We will also use this social media handle to track the
number of retweets/likes/views on this commercial. The last day of every month we will track
the total number of views of that month, and use these numbers to track improvements.

D: Budget
We have a budget that is estimated at $10 million. The following breakdown is how our money will be
allocated:
Creative development: $2.4 million
This is where we create all our ideas that will benefit our campaign. We value our
creative development team greatly, and what they come up with is essential to our
success. This budget is to test and trial our creative developments in hopes that what
comes out of this stage will help us gain awareness and help to our end goals.
Media buying: $1.5 million
This is where our Snapchat Filter comes into play. We are looking to creating a face
recognition video that when the consumers attempts to the blow on the screen, Ice
Breakers Cool Blasts is spelt out in crystal ice. The rest of the budget is then being placed
with in our consumers Facebook pages as well as our emerging Twitter market. Then
we hope to reach out to YouTube stars to possible promote our product due to their
influence with our current target method.
Promotions: $1 million
The main focus of this development is our bus tour. This bus will be purchased for an
additional $25,000 and then detailed for a $10,000. This is our main awareness piece
due to its ability to reach the public sphere.
Merchandising: $2.24 million
On our bus tour, we are focusing on giving away t-shirts as well as beanies to represent
the coolness that the Cool Blasts give out. Beanies are around $8 to embroider and we
are looking to 200,000 bringing us to about $1.6 million. Then we are giving out about
$640,000 worth of t-shirts. Our giveaways are smaller in numbers to create a bigger
buzz about beanies as well as t-shirts giving a sense of exclusivity.
Samples: $2,276,190
Our reason behind this is saying with the average amount for our product along with
wanting to distribute on our bus tour, we hope to give around 1 million samples to our
target audience.

Packaging: $500,000
Due to responses that we gained from marketing research, our packaging was not very
valuable to our consumer. Therefore we are not going to allocate a lot of our budget to
changing the packaging.

E: Target Audience profiled by:

Demographics
Age

Gender

Income

Education

18-24

Male/Female

Currently can have a low income

for target segment because they
are still in college or just
beginning their career
$30,000 or higher for people
working full time

Race/
Ethnicity

Some college level education

or higher: targeting business
professionals who interact
with people on a daily basis

Any

Additionally, target market can

include anyone in college who
tends to be very social

Psychographics
Personality
Extraverts: anyone
who is social

Motives
People who want to make
good first impressions
People who want to be
successful and tend to be
clean cut and care about
their appearance

Lifestyle

Attitude/Opinions

Active individuals who

are meeting new people
or spend time with other
people on a consistent
basis

Anyone who may view

uncleanliness as unprofessional
or tend to believe in the idea
that if you look good, youll
play good. Cleanliness matters
and not having bad smelling
breath is important

Geodemographic
Country

Market Size/Density

Climate

Start with the United

States to see if it catches
on then expand to other
Western nations

Target areas with large amount of people like cities

(to attract business professionals) and college (to
attract college populations)
These areas with larger market size and density will
be more likely to have businesses that interact with
the population to market their own products

Climate should not be a

factor - indoor meetings,
classes, and interactions still
occur in cold or hot weather

Product Uses Characteristics

Frequency
Anyone who frequently uses gum or mints can be

Feature Use
Why do people chew gum or mints? Is it to cover up

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targets. The Cool Blast is an innovative product so

frequency of use may be difficult to capture, but if
individuals frequently use gum or mints it can be
assumed they have a higher potential of using Cool
Blast more often

bad breath, get the taste of some food or drink out of

their mouth, or do they simply enjoy it. Cool Blast can
target two-thirds of this reason because the product
provides a strong taste. However, with its fast
dissolving nature it would not last long and therefore
cannot target individuals who simply enjoy chewing
gum or mints.

F: Social Media Mix

Our target audience is more likely to use social media and is more likely to be influenced by
social media. Therefore, Ice Breakers Cool Blasts will be advertised on the four main social
media outlets such as Facebook, Twitter, Instagram, and Snapchat.
On our Facebook, Twitter, and Instagram pages, we will use these to promote our
advertisements as well as post our commercial video clips. We would also like to use these
outlets to promote different contests that will allow our consumers to win various prizes
With snapchat we are going to take Cool Blasts to a whole new level. With the popular snapchat
filters we will create different ones so consumers will become more aware of the product
Also, we will use our social media to promote the different locations of our Cool Blasts Bus. We
are scheduled to travel to numerous universities, concerts, and festivals to hand out free
samples!

G: Experience Strategy
1) Our social media marketing campaign focuses on the decreasing level of annoyance consumers
experience when choosing Ice Breakers Cool Blast over chewing gum or mints. Additionally, our
campaign intends to connect with the cultural shift moving towards the rudeness associated
with chewing gum. When using Ice Breakers Cool Blast, our consumers step away from the
annoying feeling of chewing gum way past its flavor or impatiently waiting for the mint to
dissolve.
2) For Millennials, the Ice Breakers Cool Blast is the most soothing among all breath fresheners
because they dissolve in your mouth.
3) Experience Brief
a) We really want to communicate the past message that it is a new kind of cool, but we
want to build on that and exceed that message. Our slogan will change to Shake. Pop.
Chew. BLAST OFF. This message ultimately describes the experience our consumers will
have. Our main communication task we hope to focus on is the dissolving factor that
the Cool Blast Chews has to offer. We hope to focus on how other gums and mints are
annoying and a hassle to the busy ongoing person; this is where the Cool Blast Chews
come into play, a new innovative way for fresh breath in a more convenient way.
b) The brand position that Ice Breakers Cool Blasts that it is a soothing sensation that gets
away from the annoyance of waiting for a mint to dissolve or to continue to chew gum.
What is special about Ice Breakers Cool Blast is their brand name is already well known

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c)

d)

e)

f)

g)

and has other various successful products that hold loyal customers. These customers
not only trust the Hershey brand and name, but Icebreakers as well.
Our focus is Millennials, the age between 18-24 year olds. Establishing our target market
as 18-24 years old, we know that they are especially fond of social media. Many people
of their generation are social media enthusiasts as some would say. Due to having social
media at their fingertips, the average millennial is always on the go and wants things to
happen quickly and easily. We also know that millennials are heavily influenced by their
peers (appendix E); this is something to keep in mind when thinking of marketing
towards our consumers. The platforms that we are looking at to reach our target
audience are snapchat filters, Facebook, Instagram, and Twitter. What is important with
these platforms is that we make our messages personal to millennials, this is highly
valued to them and will likely make our campaign that more successful.
Millennials are extremely influenced by celebrities they follow. This is why we, for a part
of our tour, are associating ourselves with Justin Bieber. He has announced his tour
around the same time as our bus tour and millennials have shown strong interest in
him. What's in it for him is that our product represents a cool and fresh new way to
freshen breath, much like his new image the association is very beneficial for Justin
Bieber. We are also focusing on YouTube channels. This will channel our social media
audience. Millennials are also highly influenced by their peers, so a YouTube star would
have an easy outlet to our audience. The benefits that Justin Bieber will experience will
be for our selected stars. It is a way from them to first to try something and recommend
it to others, a source of power and validation of trying something first.
Our existing creative assets that foster a social experience include our print ads, TV
commercials, coupons with scan able bar codes. Any of these can be transferred to be
repurposed for social experience. The print ads can easily be applied to Instagram and
Twitter. Our commercials can easily be transferred YouTube. As for the scan able
barcodes, with todays technology and QR code technology, these can easily be
repurposed for social experience as well.
Our greatest creative asset is how well recognizable our past media has been. This is
tremendously important when we are introducing new products into the market. Our
other creative assets consist of our established media campaigns as well as our social
media page, Facebook. With our Facebook having over 1 million followers, this is
fantastic way to reach our target audience. To foster our creative assets into a social
experience, we are planning to start a moving bus tour for Ice Breakers Cool Blasts.
Through our well established creative media, we will start to spread awareness of when
our bus will being coming to where we can reach a wide spread of our target audience.
Our idea behind this is to make it fun and social experience therefore creating a positive
image of not only the product, but the company as well.
There are a number of potential avenues our campaign can travel down to best connect
with other branded media. The most promising connection our organization can
integrate into our promotion is drawing the connection between using Cool Blast
products and drinking Dunkin Donuts Coffee. According to an NPD survey, almost 40%

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of adults 18-24 drink coffee on a regular basis, which presents an interesting
opportunity to combine the act of drinking coffee with consuming the new Ice Breakers
products10. Since our target market is made up of individual who are conscientious of
their appearance, we believe that they will be likely to use a breath freshener to get rid
of their coffee breath. This combination of Dunkin Donuts coffee and Cool Blast mints
will reach the social college students as well as business professionals who typically
interact with people at work. The best channels to advertise this relationship would be
online using digital media. Promotions could be placed on user social media pages
where a millennial can be seen using both products.
h) Our target market is composed of the general college age. With the stress that college
endures on our target market, their needs are a relaxing fun time away from school and
stress. This is where we are heading our focus on with the Ice Breakers Cool Blast Bus.
The experience we hope to give to our consumers is a fun party where they can win
items such as the beanies and t-shirt, try our product and unwind from a stressful time.
This bus tour will ultimately be our key in portability of our product leading to optimal
access to our target audience. We also wish our SnapChat filter will help in promotions
as well as advertised pages on our social media channels.
i) In order for our campaign to successfully reach our target demographic, we will utilize a
variety of content to maintain a constant engagement with our audience. The most
notable piece of content will be our promotional tour around the United States. For this
to work, our organization has invested in a coach bus that will travel around the country
to different events where we will hold contest and give away free merchandise, such as
beanies and t-shirts. In combination with our physical interaction with our consumers,
we will maintain a digital presence to remain connected after the tour is complete. Our
digital engagement starts by developing a contest for our Twitter page where we will
ask our followers to post and share a video of them eating as many cool blast mints at
once. To increase the incentive for our followers to submit a video, we will offer a
coupon for Ice Breakers Cool Blast to the winners of the contest. Additionally, we will
create a new and fun snapchat filter for all users to share with their friends. While using
the filter, ice crystals will be released when the users mouth is opened which will also
cause the screen to crack from the chilly weather. After a couple of seconds the cracks
on the screen will subside and the words Cool Blast will appear. We expect that with
the increase trend of consumers sharing different snapchat filters will friends this will
provide use with both paid and earned media sharing. Similarly to our snapchat filter,
we will post advertisements on Instagram that will promote the Cool Blast products.
j) Throughout our social channels, we hope that we can create more interaction with our
consumers. By showing them a good time we hope that the will document their
experiences and share it with their followers. By sharing it, they will then enter into a
contest through our social media channels to win a grand prize. Also, each week we will
10

Aubrey, Allison. "Young Adults Swapping Soda For The Super Buzz Of Coffee." NPR. NPR, Jan. 2013. Web. 07 Dec. 2015. Web
Link

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be announcing what city we will be heading to next to start a buzz of the upcoming
effect. We hope they share through our Snapchat filters, Twitter, Instagram, Facebook,
and YouTube videos. We want our audience to overall share info and awareness of the
product. We want to express to them how there is a big difference between our product
and the others.
H. Campaign Timeline (April 2016 - March 2017)
April 2016- Commercials promoting Ice Breakers Cool Blasts along with the Cool Blast Bus. Also have all
our social medias up and running.
May 2016- Start of Cool Blasts Bus Tour- Lasts 6 months and goes to numerous concerts, events, and
sports games. Throughout this month, the Tour Bus will attend each of the following states:
Washington, Idaho, Oregon, Montana, North Dakota, South Dakota, Nebraska, Minnesota, and
Wyoming.
June 2016- Throughout this month, the Tour Bus will attend each of the following states: Iowa,
Wisconsin, Michigan, Missouri, Illinois, Indiana, Ohio, and Kentucky. We will continue to engage with our
fans on all social media handles.
July 2016- Throughout this month, the Tour Bus will attend each of the following states: Maine, New
Hampshire, Vermont, Massachusetts, Connecticut, New York, Pennsylvania, and New Jersey. Our tour
bus will follow the Justin Bieber 2016 Concert Tour around these states. We will be handing out sample
packages of Cool Blasts, as well as getting Bieber fans to tweet about the product to win a gift card.
Below are the dates we will attend these concerts.
-

July 9, 2016 Newark, NJ, Prudential Center

July 10, 2016 - Hartford, CT, XL Center
July 12, 2016 - Buffalo, NY, First Niagara Center
July 13, 2016 - Pittsburgh, PA, CONSOL Energy Center
July 15, 2016 - Atlantic City, NJ, Boardwalk Hall
July 18, 2016 - New York City, NY, Madison Square Garden

Also, the Snapchat Filter Release is on July 1st.

August 2016- Throughout this month, the Tour Bus will attend each of the following states: West
Virginia, Delaware, Virginia, Maryland, North Carolina, South Carolina, and Tennessee. Snapchat Filter
ends on August 31st. This months advertising will be geared towards Back To School.
September 2016- Throughout this month, the Tour Bus will attend each of the following states: Georgia,
Florida, Alabama, Mississippi, Louisiana, Arkansas, Oklahoma, Texas and Kansas. In honor of Labor Day,

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we will send promoters of Ice Breakers Cool Blasts to parades/fairs to hand out sample packs of the
product. The Ice Breakers will be colored red, white, and blue in these sample packages.
October 2016- Throughout this month, the Tour Bus will attend each of the following states: New
Mexico, Colorado, Utah, Arizona, California and Nevada. In light of Breast Cancer Awareness Month, the
packing and advertising will all be done in pink.
November 2016- The Twitter contest will begin on November 1st. Twitter users have 2 weeks to submit
videos in order to win coupons. On November 15th, winners will be chosen and Tweets will be sent out
using their Twitter handles.
December 2016- Each post used on social media this month will include a holiday theme to get our fans
in the spirit of the holidays. These posts will include things such as snowmen, presents, stars, etc., and
holidays like Christmas, Hanukkah, Kwanzaa, and New Years.
January 2017- Ice Breakers Cool Blasts will release their video of all the places the tour bus went and
recapping with their new fans. This video will be released on January 2nd.
February 2017- Promote the use of Ice Breakers to Break the ice between you and the one you love.
March 2017- Lastly, we will travel to a college spring break location in Panama City Beach, Florida. Here
we will have fun contests for the college students to get involved.
I. Measurements
For Facebook our metric is to increase website traffic by 5%. For the first month our success
would be to increase traffic to the Facebook Page. By the end of the first quarter, we would like to see a
15% increase in traffic to the Facebook page. and Lastly, by the end of the year, a 20% increase of traffic
to the Facebook page. For our twitter page our metric is to increase the number of followers and
engagements. For the first month, our success would be to gain at least 50 followers per month and
have 25 engagements. At the end of the first Quarter, We would like to have at least 175 new followers
and 75 new engagements. Lastly, at the end of the year, we would like to have at least 1,000 followers
and 750 engagements. For our Instagram account, our metric is to increase the number of followers on
our account. Our success for the first month would be at least 100 new Instagram followers. At the end
of the first quarter, we would like to see at least 500 new followers. Lastly, at the end of the year, our
success would be to have at least 1,500 followers. Lastly, for our last social media platform Snapchat,
our metric is to increase the number of users using our filters and live feed. At the end of the first
month, our success will be to have 50 posts to our live feed and 75 posts with the use of our filter. By
the end of the first Quarter, our success would be to have 150 posts to our lived feed and 200 posts with
the use of the filter. Lastly, our success at the end of the year would be to have 2,000 posts to our live
feed, and 2,500 posts with the use of our filters. We also check the success of each account monthly
just to get an estimate to see if we will meet our goals or not.

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Appendices
Appendix A: Current Ice Breakers Offerings

Appendix B:
Growth Rate based on Confectionary market value11

Growth Rate based on Confectionary market value

11

Confectionary in the United States- Market Data

16

Appendix C12
US Market
Share of
Confectionary
Segment

Appendix D13

12
13

Confectionary in the United States- Market Data

http://www.statista.com/chart/2570/most-popular-social-apps-among-millennials/

17

Appendix E14

14

http://www.sharethis.com/blog/2014/09/23/new-consumer-study-millennials-2x-likely-purchase-productsshare/#sthash.uBBuv2fy.dpbs

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