Raw Tea Co.
Professor Joel Davis Advertising Campaigns

Daniella Azencot | Jen Alburquerque | Kristen DuFour | Ari Engber | Elena Hill | Shannon Mitchner

Table
of
Contents

PART
I:
Strategy
 General
Product
Background
……………..………..………..………..………..………..………..………..………….…..…….…..…….…..………..………..…page
3
 
 

Category
definition,
description,
nature
of
assignment,
goals
and
objectives


Identification
of
Problem
and
Opportunity………………….………….………….………….………….………….…..…….…..…….…..……..…..……....page
4

Insights,
why
people
drink
tea


Key
problems
and
Opportunity…..…..…..…..…..…..…..…..…..…..…..…..…..…..…..…..…..…..…....…..…..…..…..…..…..…..……..…..…..…..page
5
 Statement
of
the
Problem
the
product
addresses………..…..…..…..…..…..…..…..…..…..…..…..…..…..…..…..…..…..…..…..…..…..…..….page
6
 Product
Recommendation…..…..…..…..…..…..…..…..…..…..…..…..…..…..…..…..…..…..…..…..…...…..…....…..…..…..…..…..…..…..……….page
7
 

Product
description,
physical
characteristics,
product
features


Consumer
benefits…..…..…..…..…..…..…..…..…..…..……..…..…..…..…..…..…..…..…..…..…..…..…..…....…...…..…..…..…..…..…..…..………page
8
 Packaging
and
Price…..…..…..…..…..…..…..……..…..…..…..…..…..…..…..…..…..…..…..…..…..…..…..…....…...…..…..…..…..…..…..…..……..page
9
 

Label,
sizes,
price,
line
names


Distribution…..…..…..…..…..…..…..…..…..…..…..…..…..…..…..…..…..…..…..…..…..…..…..…..…..…..…..…..…...…..…..…..…..…..…..…..….page
10
 Target
Audience…..….…..…..…..…..…..…..…..…..…..…..…..…..…..…..…..…..…..…..…..…..…..…..…..…..…..…..…..…..…..…..…..…..…page
11‐12


 Target
persona,
psychographics,
source
of
business


Communication
Issues…..…..…..…..…..…..…..…..…..…..…..…..…..…..…..…..…..…..…..…..…..…..…..…..…...…..…..…..…..…..…………….page
13
 
 

Business
definition,
essential
message,
positioning
statement


Conclusion
to
strategy…..…..…..…..…..…..…..…..…..…..…..…..…..…..…..…..…..…..…..……….…..…..…..…...…..…..…..…..…..…..…..…..page
14

Three
takeaways



PART
II:
Creative
 Communication
Strategy
and
Media
Synergy…..…..…..…..…..…..…..…..…..…..…..…..…..…..…..…...…..…..…..…..…..…..…..…..…..….page
15
 
 
 

Media
Launch
Sequence


Strategic
Goals…..…..…..…..…..…..…..…..…..…..…..…..…..…..…..…..…..…..…..…..…..…..…..…..…..…..…..….…..…..…..…..…..…..…..page
16‐17

Paid
elements,
earned
elements
and
owned
media
elements


Decision‐making
process..…..…..…..…..…..…..…..…..…..…..…..……..…..…..…..…..…..…..…..…..…..…..…...…..………………….…..………..page
18

Elements
with
goal
acknowledgment,
how
creative
elements
fit


CREATIVE
ELEMENTS
OF
CAMPAIGN:

 Television
Commercial……….…….…….…….…….…….…….…….………….…….…….…….…….…….…….…….…….…….…….……………………….page
20
 Guerilla
Marketing
Events…….…….…….…….…….…….…….…….…….…….…….…….…….…….…….…….…….…….…….……………….………….page
21
 Social
Media
Elements…….…….…….…….…….…….…….…….…….…….…….…….…….…….………….…….…….………………………….page
22

Twitter,
Facebook,
Instagram,
Pinterest


Branded
Website,
Web
Banner,
branded
email,
second
screen
&
product
placement…….…….…….…….…….……….………...pages
23‐26
 QR
code,
in‐store
sample
display,
mobile
media
app…….…….…….…….…….…….…….…….…….…….…….…….…….…….……………pages
27‐28
 PART
III:
Campaign
Evaluation
 Measuring
Success…….…….…….…….…….…….…….…….…….…….…….…….…….…….……….…….…….…….…….…….…….…….….….…….page
29
 
 

Evaluating
metrics


Summary
and
Conclusion…….…….…….…….…….…….…….…….…….…….………….…….…….…….…….…….…….…….…….…….……..…….page
30


2


1 2

Part
I:
strategy

General
Product
Background


Cat egory Definition and Descrip tion

Raw Tea Co. Product Strategy

Statement of Goals The
Raw
Tea
Company
is
not
in
the
tea
 and Objectives of the business.
Raw
has
been
established
 Product
upon
individually
crafted
core
values,
 which
provide
a
pleasurable
and
 memorable
experience
to
the
target
 consumer
through
a
beverage
that
 soothes
their
sensations,
Raw
Tea
Co.
 is
in
the
business
of
providing
 experiential
moments
of
pleasure.



Nature of the Assignment
To
develop
an
innovative
tea
product
 that
the
consumer
didn't
even
know
 they
were
missing
out
on.
In
 combination
with
the
fun
packaging
 and
unique
steeping
technique,
loyal
 tea
drinkers
will
want
to
enjoy
their
 own
blooming
tea
experience.



The
Raw
Tea
Company’s
 goal
is
to
succinctly
 revolutionize
the
tea
 market
with
intricate
 research
based
on
our
 target
markets’
needs
and
 desires.


 This
product
will
embody
an
 experience,
an
image
and
 personality
that
is
currently
 untapped
in
the
loose‐leaf
 tea
segment.


3


Insights from market research
Key
findings
identified
within
the
tea
category


Raw
Tea
Co.
has
assessed
the
current
tea
industry
through
extensive
research
of
its
 competitors
and
consumers.
This
research
has
been
used
to
shape
the
product
 development.


Market
 Research
and
 Product
 Insights



1.
What
do
people
 value
in
a
tea
brand?


A
brand
that
represents
their
 lifestyle
and
values:


2.
Is
there
room
to
enter
 3.
Why
do
people
drink
 tea?

 the
tea
market?


Many
people
report
drinking
 "Although
the
tea
market
is
 tea
due
to
the
feelings
that
it
 crowded
market
with
bagged
and
 gives
them.
Many
individuals
 loose
leaf
teas,
the
gourmet
and
 describe
drinking
tea
provides
 specialty
tea
segment
is
currently
 the
following
benefits:

 untapped
and
growing
 quickly.

In
fact,
the
specially
and
 Health
 gourmet
tea
segment
has
 • Increasing
health
 expanded
to
18.5%
of
the
 consciousness
has
popularized
 current
tea
industry."
–World
Tea
 tea
as
a
healthy
beverage
 Media,
reported
February
2012

 option


Environmentally
friendly


Recent
“green”
trends
such
as
 the
tumbler
‐
reusable
cups
–
 demonstrates
that
consumers
 are
becoming
environmentally
 conscious
in
their
purchases.


Ethically
conscious



Increasing
demands
for
fair
 trade
within
the
coffee
 industry
over
the
past
two
 years
expose
that
people
are
 advocating
ethical
practices
 from
companies.



Organizers
of
the
World
Tea
Expo
 and
the
North
American
Tea
 Championship,
have
revealed
six
 market
trends
that
will
shape
2012


• They
include
the
rise
of
quality
tea
 and
tea
retail
outlets,
as
well
as
the
 growing
popularity
of
green
tea,
 and
specialized
tea
accessories.

 Market
research
within
the
 category
further
denotes
“that
the
 US
tea
market
will
continue
to
grow
 beyond
2012
and
will
expand
by
 8.7%
in
2014
to
reach
$8.3
billion
in
 sales
that
year.”

‐Packaged
Facts,
March
2012



Energy


Provides
convenience



Relaxation/Relief



Tea
is
naturally
caffeinated,
 giving
many
drinkers
their
daily
 energy
boost


The
recent
increase
in
fast
and
 easy
tea‐shops/cafes
shows
 that
convenience
is
an
 important
consideration
for
 tea
drinkers.




• Tea
is
traditionally
known
for

its
calming
affects,
and
many
 people
use
it
to
help
them
 relax.



4


+

Key problems and opportunities these insights imply
These
insights
led
to
the
incorporation
of
three
distinguishing
 elements
featured
within
the
Raw
Tea
product
and
brand



Ethical
&

 Eco‐friendly
practices


Accessible

&
 Affordable


Brand
provides
a
 personality
&
experience

5



Statement of the problem that your product recommendations address

While
traditional
teas
in
the
current
market
stress
 affordability
and
accessibility,
many
lack
an
authentic
 experience
for
the
consumer.

With
so
many
options
in
 a
crowded
tea
market,
there
has
to
be
something
that
 sets
Raw
Tea
apart
from
the
rest.

Raw
Tea
provides
 the
consumer
with
a
unique
experience
and
appealing
 brand.
The
blooming
process
will
invigorate
the
 consumer’s
senses
and
invites
them
to
take
a
moment
 to
relax
during
their
hectic
lives.




6


+
Product

Flowering
tea


Recommendation

Product Description
Small,
attractive
and
convenient
 “Marble
sized
“
 Raw
Tea
marble
is
created
with
a
 natural
weight
that
keeps
 blossomed
tea
at
the
bottom
of
 the
cup
 Once
blossomed,
the
Raw
Tea
 flower
can
be
re‐steeped,
4‐5
 times
throughout
the
day
 


Physical characteristic s of Raw Tea
Individual‐sized
flowering
marble
 
 Blossomed
flower
retains
form,
no
 disintegration
 
 Made
out
of
100%
natural
 ingredients
 
 Produces
zero
waste
 


Product featu res with experience support
Aesthetically
appealing
in
both
dry
 and
steeped
forms
 Provides
an
excitingly
pleasing
 alternative
to
loose‐leaf
tea
 Naturally
produced,
ethically
made,
 environmentally
conscious
 practices
 
 7


+
 Consumer
Benefits

Source of product benefits and product experiences

Accessible
 Eco‐friendly
 Experience‐oriented



 Raw
Tea
provides
a
unique,
 invigorating
experience
that

no
other
brand
in
the
tea
 industry
currently
offers.
It
 gives
the
consumer
a
 moment
to
relax
during
a
 hectic
day.


Experience :

Eco-Friendly:
Raw
Tea
is
ethically
 produced
and
instead
of
 individually
wrapped
bags
it
 comes
in
marble
form
to
 reduce
the
amount
of
 waste.
It
also
comes
in
a
re‐ usable
tin
that
can
be
 refilled
in‐store.



Convenience:
Raw
Tea
is
easily
accessible.
 It
can
be
tossed
in
the
 consumer’s
purse
and
only
 takes
5
minutes
to
prepare
 the
perfect
cup
of
tea,
 anytime,
anywhere.


+


Raw provides the consumer with an experience that is unmet in this category and revolutionary in its conception

The
Raw
Tea
Co.
dedicates
its
business
 to
women
who
seek
authentic
 experiences
with
a
natural
tea
that
is
not
 only
delicious,
but
also
provides
the
 consumer
with
an
experiential
moment
 to
relax
and
embrace
life’s
simplicities

Unmet need product responds to
• • • Experience
in
the
tea
industry
 Accessibility
of
flowering
tea
 Individual‐sized
flowering
tea



 8
 


Raw Tea
Packaging & Price

Sizes

Small:

Complete
with
12
marbles.
 Intended
for
the
consumer
who
is
 trying
out
a
new
Raw
flavor
or
 purchasing
Raw
tea
as
a
gift
for
a
 friend
 


Packaging

 Price

All‐natural
packaging



Label
is
printed
on
100%
 recycled
paper
 Tin
canister,
reusable
for
other
 household
uses
 Airtight
container
so
tea
 marbles
stay
fresh
and
 flavorful


Small
Canister
of
Raw
 Tea:
$9.79
for
12
marbles

(one
flavor)


Regular:

Complete
with
25
marbles.
 Created
for
the
loyal
consumer
 who
can
customize
their
own
 flavor
options
and
use
daily


Regular
Canister
of
Raw
 Tea:
$17.79
for
25
marbles
 (mix
and
match
options)



Reuse the tin canister!

Raw tea product lines

9


+


Raw Tea Distribution:
To
reach
consumers,
Raw
will
be
available
where
the
target
audience
 regularly
shops,
organic
and
healthy
retail
outlets.
Raw
will
also
be
 distributed
through
organic
and
large
retailers
and
an
online
company
 store,
providing
accessibility
to
a
broader
audience
so
that
more
women
 seeking
an
authentic
experience
from
their
tea
beverage
can
find
Raw
 easily
and
conveniently.



Whole
Foods
&
Sprouts

• • Sell
organic
and
healthy
foods
 Environmentally
and
ethically
 conscious
 • Customers
consistent
with
Raw
Tea’s
 target
consumer


Target

• • •

Provides
the
opportunity
for
growth
 Customer
base
that
is
largely
female
 Highly
visible
and
well‐trafficked
 end‐isle‐displays



Trader
Joe’s

• Sells
organic,
healthy,
and
specialty
 products
 • • • Environmentally
friendly
 Extremely
loyal
customer
base
 Customers
consistent
with
Raw
Tea’s
 target
consumer
 • Has
well‐established
sampling
and
 promotional
opportunities


Raw
Tea
Company
Website

• • • Convenient

 Eco‐friendly
option
to
refill
 Customers
will
be
encouraged
to
 recycle
their
tin
by
placing
their
 refill
online
and
sending
in
their
 tin
(free
of
shipping
costs)


10


+


Chloé
Bradstreet

Who
 Loyal
tea
drinker,
 enjoys
trying
new
tea
 products
 Cares
about
the
 
 environment,
donates
 to
charities
 What
 Social
media
devotee,
 
 consistent
tea
blogger

 Strong
family
values,
 career‐driven,
health‐ conscious
 Where
 Small‐town
girl
from
 
Wheaton,
IL
 
 Attended
college
on
 West
Coast
at
Stanford
 University

 
 Works
in
brand
 management
at
 Anthropologie
in
NYC
 How
 On
the
cusp
of
the
 
 latest
and
greatest
 products
in
the
 market
 More
 Lives
with
her
yellow
 Labrador,
Charlie
and
 lives
for
flea
markets
 and
thrift
stores


Target Audience Analysis

Who
will
buy
this
product?

 Why
this
person?


+
Raw
Tea’s
 A Typical Raw Tea Drinker

Target


Women
of
all
ages
 Already
loyal
tea
drinker
who
devotes
her
money
and
time
to
trying
new
 gourmet
loose‐leaf
teas



Consumer
 is
already
 Bored
with
the
current
teas
in
the
market
 No
prior
knowledge
needed
to
use
this
product
 loyal
to
the
 Interest
in
DIY
projects,
crafty,
experimental
 tea
 Fast‐paced
lifestyle,
always
on‐the‐go
 category

 Targeted
through
her
lifestyle
rather
than
demographics



11


Target Analysis Details

Chloe
represents
the
women
of
 America
who
are
constantly
 crunched
for
extra
time.

 She
doesn’t
have
time
to
think
 about
her
favorite
morning
 beverage
everyday,
she
just
needs
 it
to
be
simple,
convenient,
and
 delicious.
 Inner‐directed
personality
(invest
 in
the
product
for
the
feeling
they
 get
rather
than
to
show‐off
the
 purchase
to
others)


Why does this person represent a viable segment?

Source of Business
Where
does
the
business
 come
from?


Stealing
share
from
competition
within
 the
tea
industry,
tea
bags,
loose‐leaf
teas
 and
gourmet
tea
 One
in‐store
competitor
(Teavana)

 Various
online
competitors
with
no
 marketing
or
advertising
outlets

 Consumers
will
have
to
enhance
their
 behavior‐willingness
to
buy
a
less
 expensive,
more
accessible
product
than
 those
they
may
have
seen
before.


 


12


1 2


Positioning



Communication Issues

Product
 


Business Definition

Positioning Statement

The
Raw
Tea
Co.
is
not
in
the
tea
business,
but
 the
business
of
adding
simple
pleasures
to
the
 consumer’s
everyday
life


Raw
Tea
is
positioned
especially
for
 the
woman
seeking
authentic
 experiences,
Raw
Tea
is
aesthetic
 and
natural,
providing
a
moment
of
 “ahhh”
during
the
chaos
of
everyday
 life,
allowing
its
consumers
to
take
a
 step
back
and
enjoy
life’s
simple
 pleasures.

Raw
Tea
provides
a
moment
of
inner
 clarity;
making
everyday
a
reason
to
 celebrate
those
small
simple
pleasures
or
 experiences
we
usually
do
not
have
time
to
 celebrate.

13


Essential Message

+


Conclusions
Here
are
three
main
takeaways,
essential
to
the
Raw
Tea
brand






Raw
Tea
has
identified
a
 growing
niche
that
will
 appeal
to
this
product.


Raw
Tea
will
present
a
 product
tea
drinkers
 didn’t
realize
they
were
 missing
out
on.


14


Raw
Tea
products
embody
 an
experience,
image
and
 personality
that
are
 currently
non‐existent
in
 the
tea
market.


Part
II:
creative
 Raw Tea Creative Campaign
Communication
Strategy
&
Media
Synergy


Raw
Tea’s
first
promotional
campaign
will
take
place
over
three
 months,
beginning
in
October
of
2012.
In
choosing
a
fall
launch
 date,
Raw
Tea
will
be
introduced
to
consumers
while
the
cools
 and
tea
demands
are
rising.


Media Launch Sequence

 October
2012
 Late
October/Early
 November
2012
 December
2012



30‐second
national
TV
commercial
 Website
launch
 Social
media
sites
launch
 


Product
release
in
organic
retail
 outlets
 In‐store
sample
displays
 Guerilla
marketing
campaign

 Web
banners
 Second
screen
 Product
placement
on
TV
show
 Rich
mobile
media
application


Product
made
available
in
 Target
 Social
media
events
and
 effects
measured
 


15


+


Strategic Goals

Objective:



Objective:



The
goal
of
Raw
Tea’s
paid
media
is
 to
generate
awareness
and
 stimulate
consumer
interest.

 Elements:

• • • • • • •

16


30‐second
national
television
 commercial

 Guerilla
marketing

 In
store
sample
displays
 Web
banners
 Second
screen

 Product
placement
on
TV
show
 Rich
mobile
media
application


Raw
Tea’s
owned
media
is
 primarily
concentrated
on
 supporting
the
paid
and
earned
 elements,
while
implementing
 other
methods
the
consumer
 will
engage
with
the
brand.



Objective:



Raw
Tea’s
earned
media
 focuses
on
making
the
 campaign
an
experience,
aiming
 to
actively
engaging
consumers
 to
evoke
a
sense
of
brand
 ownership
and
loyalty.



Elements:

• • •

Elements:

• • •

Website
 Individualized
QR
code
 Social
media
sites


Interactive
Guerilla
marketing
 campaign
 Social
media

 Raw
sponsored
events


1 2 3

All of these paid, earned, and owned media elements are strategically designed to take the consumer through a strategic decision-making process
What type of brand-related decision-making processes will the target pass through in deciding trial, repeat and recommendation of the product?
Inform.


TV
Commercial
 • Spread
brand
 awareness
 • Teach
 consumers
 about
the
 idea/process
 of
blossoming
 tea


Entice.


Guerilla
Marketing
 &
Other
Paid
Media
 Elements
 • Spark
interest
 • Reinforce
 awareness
 • Generate
 intent
to
 purchase


Activate.


Guerilla
Marketing
 &
Social
Media
 • People
will
 interact
and
 engage
with
 Raw
 • Consumers
will
 create
a
 relationship
 with
brand


Reciprocate. 

Social
Media
&

 In‐Store
Sampling
 • Consumers
will
 try
the
product
 • Engage
with
 social
media
 sites
 • Continuing
 relationship


Advocate.


Recommend
&
 support
Raw
Tea
Co.

 • People
will
 become
brand
 loyal
 • Consumers
will
 promote
 through
word
of
 mouth


How do the creative elements fit?

• • •

30‐second
television
commercial

 Three
Guerilla
Events
 Social
Media
Networks


o o o o o Twitter
 Facebook
 Instagram
 Pinterest
 Company
website


• • • • • •

Web
banner
 Company
Branded
email
 Second
screen/product
placement

 QR
code
 In‐store
sample
display
 Mobile
media
application


17


+


Creative Campaign Objectives

The
Raw
Tea
Co.
takes
pride
in
their
ethical
and
eco‐friendly
commitments
to
their
environment,
and
strongly
believes
 that
not
just
companies,
but
people
should
all
do
something
to
give
back
to
our
planet.

Furthermore,
Raw
Tea
is
 committed
to
providing
celebratory
moments
of
simple
pleasure
everyday.
Here
are
our
4
core
values,
which
are
 prevalent
in
the
Raw
Tea
brand
and
creative
campaign.



Simple Pleasures
Since
Raw
Tea
products
provide
moments
of
simple
pleasure,
 the
theme
relevant
to
this
entire
campaign
represents
 moments
of
individual
and
unique
experiential
moments
of
 gratification.



Synergy & Cohesion
Each
media
outlet
and
vehicle
represents
and
emits
certain
 measurable
responses
from
the
target
consumer,
which
will
 allow
them
to
not
only
consciously
remain
informed
about
 Raw,
but
also
to
take
part
in
the
interactivity
and
humanity
of
 the
brand.



Target Involvement
By
integrating
so
many
elements,
which
involve
and
engage
 the
target
audience,
the
consumer
will
attain
ownership
of
 the
brand.

To
achieve
this,
messages
must
be
placed
where
 the
consumer
will
see
it,
and
furthermore,
it
must
speak
to
 the
target
through
a
language
they
will
respond
to…
a
friend
 or
someone
just
like
them,
Raw
Tea!



Relevant Media Outlets
Each
and
every
single
one
of
these
creative
elements
not
only
 coexist
and
cooperate
with
one
another,
but
they
amount
to
a
 substantial
‘awareness
and
response’
oriented
campaign
with
 media
outlets
aligned
strategically
to
communicate
and
 develop
a
relationship
with
the
consumer.


18
 


Why the strong social media presence?

The
 goal
 of
 this
 campaign
 is
 to
 genuinely
 humanize
 Raw
 Tea
 to
 develop
 and
 build
 long
 lasting
relationships
with
our
consumers.
This
human
element
is
the
backbone
to
Raw
Tea
 Co.’s
entire
campaign
and
has
helped
represent
Raw
Tea’s
brand
core
values.







A
considerable
portion
the
creative
within
this
 campaign
personifies
the
Raw
Tea
brand
and
 achieves
a
persona
of
human
rather
than
just
a
 tea
company.

 




Raw
is
aware
that
advertising
has
changed.

 Everyone
is
online,
social
media
has
become
the
 number
one
activity
on
the
web
and
Raw
Tea’s
 target
consumer,
as
previously
discussed,
devotes
 much
of
her
time
to
social
media
networking
sites.

 




Raw
Tea’s
target
consumer
seeks
brands
that
 allow
her
to
select,
create
and
engage
on
a
more
 human
level.

19


Thirty Second Television Commercial

The
television
spot
will
be
the
first
advertising
medium
to
be
launched
in
October
2012.

The
commercial
shows
a
hectic
morning
 through
the
eyes
of
Raw
Tea
drinker,
Chloé
Bradstreet.


The
commercial
opens
as
It’s
6:30am,
Chloé
 wakes
up
and
smiles
at
the
vintage
alarm
 clock
she
found
at
her
favorite
boutique
 store.


Chloé
squints
to
see
a
sweet
note
from
 her
roommate
wishing
her
a
wonderful
 day.


Chloé
grabs
her
keys
on
the
way
out
the
 door
and
smells
the
flowers
her
sister
 bought
her,
they’re
still
fresh!


Chloé
stops
outside
her
apartment
and
 sees
$5
on
the
ground,
she
looks
for
an
 owner
but
no
ones
around
–
finders
 keepers!


Chloé
turns
the
corner
and
all
she
sees
is
 balloons
reminding
her
of
the
balloons
her
 grandfather
always
got
her
for
her
birthday!


In
a
rush
to
catch
her
9am
train,
she
slows
 for
a
moment
to
admire
the
old
couple
 holding
hands.


Chloé
‘s
ears
perk
up
at
the
sound
of
a
 street
performer
playing
the
sax,
she
gives
 him
the
$5
from
earlier


On
her
way
to
the
office
she
sees
a
golden
 retriever
outside
the
café,
she
pats
him
on
the
 head
before
hurrying
on
to
work.


Chloé
made
it
into
the
office
and
pulls
 out
her
green
mug
turning
on
the
hot
 water
for
her
morning
ritual


20


Chloé
grabs
a
marble
from
her
reusable
 tin
and
plops
it
into
her
mug,
letting
out
a
 sigh
of
relief
as
her
tea
blooms
before
her


“Ahh”
Chloé
says
and
she
finally
takes
a
 second
to
reflect
on
the
bright
little
 moments
of
her
morning


The
morning
Fog
is
lit
by
all
of
the
bright
 moments
Chloé
doesn’t
get
to
fully
enjoy
until
 she
sits
down
with
her
cup
of
Raw
Tea,
taking
 a
moment
for
herself.


+


Guerilla Marketing Events
Pleasure
and
pamper
consumers
on‐the‐go


Nail
Salon
in
Time
Square,
NY


Women
will
have
the
opportunity
to
take
 a
break
from
their
busy
day
and
enjoy
a
 few
moments
of
relaxation
 They
will
receive
a
complimentary
 pedicure,
manicure
or
massage
in
our
 Raw
Tea
branded
street
spa
 While
they
are
being
pampered,
they
will
 be
served
Raw
Tea.
This
gives
the
 consumer
the
opportunity
to
not
only
 sample
Raw
Tea,
but
also
the
chance
to
 visually
see
how
different
it
is
from
other
 teas
on
the
market.
 Raw
Tea
Co.
expects
the
spa
to
generate
 buzz
and
get
women
excited
to
learn
 more
about
the
brand.


D‐I‐Y
Fragrance
Station
in
Chicago

Women
will
have
the
opportunity
to
mix
 and
create
their
own
personal
scent
with
 a
variety
of
perfume
oils
(examples:
 vanilla
&
sandalwood
or
lemongrass
&
 cinnamon)

 
 Each
woman
will
walk
away
with
a
special
 gift
from
Raw
Tea,
as
well
as
sample
the
 product.
 
 Offers
another
simple
way
to
connect
 with
Raw
Tea’s
brand,
and
gives
the
 consumer
the
opportunity
to
embrace
her
 individuality


Chalk‐Wall
Art
in
Venice
Beach,
CA


Blank
wall
rented
out
in
Venice
Beach,
 covered
in
chalk
paint
and
one
single
 question:
“What’s
your
simple
pleasure?”
 and
an
answer:
“The
perfect
cup
of
tea.”
 Chalk
will
be
provided
for
passersby
and
 women
on
their
lunch‐break
to
share
their
 unique
simple
pleasure
and
read
others’
 contributions.

 This
guerilla‐marketing
event
humanizes
 the
Raw
Tea
brand
and
gives
consumers
 the
opportunity
to
play
an
active
role
in
it.
 Raw
Tea
Co.
expects
the
wall
to
generate
 attention
and
allow
for
people
to
take
 photos
and
share
them
on
various
social
 media
outlets.



Located
in
the
middle
of
the
hustle
and
 bustle,
attracting
tourists
and
the
target
 consumer
in
the
midst
of
their
busy
day.


Similar
to
the
television
ad
launch,
Raw
Tea’s
guerrilla‐marketing
plan
has
been
inspired
by
finding
bright
moments
in
day‐to‐ day
activities.

The
target
consumer
is
always
on
the
go
and
often
lives
in
urban
cities,
so
these
unique
and
out
of
the
ordinary
 events
are
strategically
placed
in
unexpected
areas
that
are
known
to
draw
a
crowd.
Each
activity
will
be
branded
with
the
 Raw
Tea
logo
and
a
personalized
QR
code,
which
maintains
the
consistency
of
the
brand.
In
synchronization
with
the
Raw
Tea
 communication
strategy,
the
first
two
events
are
set
to
entice
consumers,
as
the
third
event
will
activate
participation.
 


21


+
Social Media Campaign Components
All
the
elements
described
below
are
intended
to
launch
in
the
immediate
stages
of
the
campaign
and
signify
the
 backbone
of
this
campaign.

These
elements
will
allow
consumer
feedback
and
response,
as
well
as
involvement
and
 engagement.

All
employed
elements
are
featured
on
common
social
media
outlets
that
Raw
Tea
consumers
already
 enjoy
using.



Twitter
Raw
Tea’s
Twitter
will
engage
consumers
while
keeping
the
 brand
personable.
Raw
Tea
will
tweet
about
a
variety
of
topics
 including:
 • Reminders
about
Raw
events
 • DIY
projects
 • Eco‐friendly
tips
 • Simple
pleasures
 Raw
Tea
will
also
ask
people
to
share
their
simple
pleasures
and
 will
re‐tweet
them
to
their
followers.
The
perfect
way
for
Raw
 Tea
to
engage
the
target
consumer
while
staying
consistent
 with
the
distinctive
brand
personality.



Fac ebook
The
first
objective
for
this
Facebook
page
was
to
integrate
the
 consumer
fully,
and
provide
them
with
an
incentive
of
actually
inspiring
 the
creative
promotions
of
this
campaign.
This
was
done
by
prompting
 “Likers”
to
view
the
status
Raw
Tea
Co.
posts
each
day
complete
with
a
 branded
image
embellished
with
an
original
simple
pleasure.

They
are
 then
asked
to
share
their
simple
moment
of
the
day
with
the
incentive
 of
being
the
next
featured
simple
moment
on
Facebook.
 The
second
objective
of
this
Facebook
page
was
to
physically
involve
 the
consumer
and
literally
make
them
move
to
action
through
posting
 events
on
Facebook
such
as
Tai
Chi
classes,
Yoga
in
the
park
and
group
 jogging
activities,
Raw
Tea
“likers”
can
extend
the
invitation
to
their
 friends
by
simply
liking
our
event.


Ins tagram
Raw
will
encourage
followers
to
hashtag
their
personal
photos
with
 branded
and

customized
hashtag:
#myrawmoment.

The
company
will
 give
incentives
to
followers
for
participating
in
hashtagging
with
our
 daily
tags
and
themes.

For
example,
Raw
Tea
posts
a
stylistic
photo
of
 their
sample
simple
pleasures
and
encouraged
our
followers
to
do
the
 same
to
be
entered
into
a
weekend
get
away
to
New
York
City.

 Instagram
will
further
enhance
Raw’s
brand
personality
and
assist
in
 generating
buzz
and
interactivity
with
our
consumers
as
they
spend
a


P in teres t
Pinterest
will
be
used
to
link
consumers
visually
with
Raw
Tea’s
 products,
flavors
and
values
while
also
continuing
to
involve
 followers.
Raw
Tea
will
have
several
Pinboards.
One
will
be
 dedicated
to
the
product,
showing
the
marbles,
canister
and
 logos.
One
will
encompass
Raw
Tea’s
eco‐friendly
values,
 followers
will
be
able
to
see
the
ethical
treatment
of
workers
and
 a
peak
into
the
eco‐friendly
process
that’s
used
to
make
Raw
 Tea’s
product.
There
will
also
be
boards
for
each
flavor
with
 pictures
that
embody
the
flavor.
The
last
board
will
be
used
to
 continue
the
Simple
Pleasures
campaign
by
inviting
followers
to
 re‐pin
their
simple
pleasures
to
Raw
Tea’s
board.


22


1 2

Raw Tea Co. Branded Website

consumer
demands.

 social
media
activity
as
well
as
the
launching
point
 



The
website
displays
three
main
sections
that
will
 for
the
Raw
Tea
Internet
store
and
further
online
 lead
the
consumer
to
other
resources
within
the
site: initiatives.

It
features
a
simple
and
clean
layout
 Fall
2012
Website
Layout
Navigation
 with
a
natural
aesthetic
to
embody
Raw
Tea’s
eco‐ 1. Sip:
store,
refill
and
product
information
 friendly
philosophy.
 2. Slow
down:
simple
pleasures
campaign
 




The
layout
of
the
website
will
change
with
the
 3. Give
back:
brand’s
promise
to
support
the
 season
and
the
introduction
of
new
products
and
 farmers
who
cultivate
and
produce
Raw
Tea.
 campaigns.

Keeping
in
theme
with
Raw
Tea’s
 




Finally,
the
website
connects
the
consumer
to
all
 ethical
core
values,
like
the
product
and
the
 the
above‐mentioned
social
media
sites
and
gives
 consumer,
the
Raw
Tea
brand
is
ever‐changing
 them
an
incentive
for
refilling
their
canister
online.

 and
flexible
depending
on
shifts
in
the
market
and
 


The
Raw
Tea
branded
website
is
the
hub
of
all


Incentives to refill canisters online:
By
deciding
to
reuse
the
tin
canister
for
another
refill
of
 Raw
Tea
marbles,
consumers
will
be
rewarded
for
their
 conservation
with
price
discounts,
donations
of
proceeds
 to
our
tea
cultivators
or
entered
to
win
our
daily
Simple
 Extravaganza
of
the
Day.


 23


Raw Tea Co.

Web
Banner
Advertisement


Raw
Tea
Co.
will
have
web
banners
that
appear
on
sites
like
Ehow,
Yahoo,
Anthroplogie,
Urban
 Outfitters
and
ShopBop.
 
 The
concept
for
the
web
banners
would
involve
a
short
animation
and
integration
of
the
individual
 simple
pleasure
inspired
by
one
of
our
very
own
consumers.
 
 In
this
example,
you
can
first
see
a
woman
takes
a
spontaneous
snapshot
of
herself
in
a
photo
 booth
and
then
it
relays
her
unique
message.
 
 This
example
would
be
unique
to
the
Spontaneity
Raw
Tea
product
line,

“because
spontaneity
 doesn’t
have
a
schedule”
and
other
banners
would
be
designed
for
other
flavors
such
as
 tranquility,
vitality,
and
serenity.

Like
the
other
mediums
we
are
employing,
the
involvement
of
 the
consumer
is
vital
to
the
Raw
Tea
Co.
essential
message.


24


Raw Tea Co.

Branded

Email

 This
is
an
example
 of
a
Raw
Tea
Co.
 monthly
e‐ newsletter,
which
 updates
consumers
 on
Raw
Tea
brand,
 events
and
new
 flavor
 introductions.

 Consumers
will
be
 signed
up
for
Raw
 Tea
emails
by
 opting
in
and
liking
 us
on
Facebook.
 For
the
initial
 campaign
launch,
 consumers
will
be
 informed
of
Raw
 Tea’s
guerrilla
 marketing
plans
for
 the
fall,
notify
 them
about
Raw
 Tea’s
easy
and
eco‐ friendly
refill
policy
 through
the
Raw
 Tea
Co.
Website
 and
recap
Raw
 Tea’s
brand
image
 &
core
values
 through
a
brief
 company
history.

25


Second
Screen &

Product
Placement Integration
The
decision
to
create
a
second
screen
 was
implemented
to
fit
with
the
 consumer’s
ability
and
dependability
of
 multi‐tasking.
It
will
be
synchronized
 with
subtle
product
placement
on
 Network
television
programming
 significant
to
Raw
Tea’s
target
 consumer.
The
consumers
will
be
 exposed
to
second
screen
advertising
 through
a
new
television
show
called
 New
Girl,
whose
female
lead,
Jess,
 embodies
a
Raw
Tea
drinker
with
her
 funky
style
and
youthful
spirit.
 As
Jess
drops
a
Raw
Tea
marble
into
her
 cup
there
will
be
a
Raw
Tea
canister
 placed
on
the
corner
of
a
table.
As
Jess’s
 tea
blossoms,
Raw
will
blossom
from
the
 corner
of
the
screen,
encouraging
 viewers
to
share
their
simple
pleasures
 on
Twitter
and
Facebook.
At
the
same
 time,
consumers
will
be
given
another
 option
to
get
connected
as
Raw
Tea’s
 second
screen
ad
pops
up
in
the
corner
 of
their
iPad,
displaying
the
Raw
Tea
tin
 canister
and
the
question
“whats
your
 simple
pleasure.”

 Once
the
consumer
clicks
on
the
ad,
 she
will
see
the
authentic
tea
marbles
 and
a
clear
mug,
and
then
will
be
 prompted
to
make
herself
a
virtual
 cup
of
tea.
This
second
screen
 advertisement
will
inform
the
 consumer
about
the
Raw
Tea
 process,
and
will
show
them
how
 easy
and
rewarding
the
Raw
Tea
 experience
is.
It
will
end
with
a
view
 of
the
Raw
Tea
logo,
and
provides
the
 option
to
click
and
get
linked
to
the
 website
and
social
media
elements
of


26


QR Code
Sending
consumers
to
our
Mobile
 stay
up‐to‐date
with
Raw
Tea
Co.
 news
 Media
Application
and
methods
to


QR
has
become
popular
in
 the
marketing
and
 advertising
realm,
but
Raw
 Tea
Co.
wanted
to
take
this
 a
step
further
and
disperse
a
 fun,
eye‐catching
QR
code
in
 places
where
the
consumer
 can
become
involved
with
 the
brand
 The
QR
code
will
be
 integrated
into
the
 campaign
shortly
after
 product
launch
to
stir
 excitement
 Raw
Tea
Co.
will
also
 randomly
disperse
QR
codes
 in
our
launching
cities
to
 generate
curiosity
and
 awareness
 The
QR
code
will
be
placed
 within
all
the
guerilla‐ marketing
events.
 In
keeping
with
Raw
Tea’s
 eco‐friendly
theme
it
is
 important
that
no
waste
is
 created
from
distributing
 the
QR
code.


+


In
addition
to
the
Raw
Tea
QR
 code
being
scattered
across
 the
initial
launching
cities,
 sample
displays
will
also
be
set
 up
in
the
previously
discussed
 retail
distribution
centers.

The
 QR
code
will
also
be
displayed
 through
branded
sample
table
 displays

 The
consumer
will
be
given
a
 Raw
Tea
marble
and
large
 enough
one‐time
use
cup
to
 try
out
the
product
right
there
 in
the
store.

 These
displays
will
commence
 from
the
west
to
the
east
 coast
and
last
a
week
in
each
 store.




 


27


Mobile Media Application
The
concept
of
this
rich
mobile
media
application
was
to
integrate
all
social
media
elements
of
the
 campaign
to
involve
the
consumer
and
provide
them
an
incentive
to
return
and
use
again
by
integrating
a
 daily‐changing
horoscope
&
fortune
touch‐based
game.


28


Part
III:
Campaign
Evaluation



Measuring Success:
Consumer
interactivity
will
gauge
the
 effectiveness
of
this
campaign

 Defining Metrics to campaign success

Social Media
Twitter:
follower
tweets,
retweets,
follows,
direct
messages
&
 mentions

 Pinterest:
follower
pins,
repins,
&follows
 Facebook:
fan
comments,
likes,
posts,
&
photo
comments

 Instagram:
follower
hashtags,
comments
&
photo
likes


 
 Participation
 Social
media
posts/comments
about
guerilla
marketing,
YouTube
 Videos

 
 RSVP’s
on
Facebook
 Event
shares
with
friends
 Attendance
to
events

 Comments,
replies
and
“Likes”

 29


• • • •

Guerilla Marketing
• •

Event Participation
• • • • 






+


Summary & Conclusion

+


With
creative
elements
like
these,
and
confidence
within
 the
tea
industry’s
market
trends;
women
seeking
an
 authentic
tea
experience
will
be
drawn
to
Raw
Tea
for
its
 appeal.

Raw
Tea
embodies
both
a
flavor
and
experiential
 sensation
that
is
currently
lacking
in
this
category.

Raw
 Tea
Co.
will
become
a
leader
in
the
tea
market,
and
a
 common
necessity
in
our
consumers’
day‐to‐day
life.
 Raw
Tea
knows
that
tea
is
not
just
a
boring
beverage;
it
 becomes
an
authentic
and
unique
experience
with
Raw
 Tea’s
100%
natural
flowering
tea
marbles.