ADVERTISING & MARKETING PLAN

NYU Stern Advertising Management

MEETING ATTENDEES
 Professor Daniel Cohen, Blue Print CMO
 Marina Rubel, Client

 Claudia Escobar, Account Planner

 Wendy Bronfein, Account Executive

 Sona Martirosian, Creative Director

 Gina Reduto , Digital Strategist

 Kerri McCarthy, Media Planner

BUSINESS BACKGROUND
 Launched in NYC in 2007
 Delicious juices made from
raw ingredients
 Pioneered concept that cleansing
benefits can be available to everyone

 Nationwide retailers and partners include:

 Acquired by Hain Celestial Group in December 2012

MARKET TRENDS
Trend toward healthy Healthy living lifestyles
eating, consuming more becoming increasingly
natural, organic products popular in the US

Green juice a day Women 18-34 more Increased number of

mentality likely to participate in healthy beverage
juice cleanses products
 MARKET TRENDS

Sales of
new,
exotic Sales of
flavors of traditional
juice on juice
the rise flavors
decreasing

Juice is the 3rd

most consumed breakfast
item, after coffee and
cereal

Sources: Beverage Industry Magazine, Wall Street Journal, CNBC, QSR

 CATEGORY ASSESSMENT
 Consumers purchase juice for several uses, but consumption as an
everyday beverage is the leading occasion

Usage Occasion
60
% Respondents
50

40

30
52%
20

10

0
As an everyday As a meal As part of a As a nutrition Do not consume
refreshment replacement cleanse supplement

Source: Brand Survey, November 2013

Q: How do you typically consume raw or organic juices?
 COMPETITIVE ANALYSIS

1%
Company $ per Brick & Online
14% Bottle Mortar
Organic $9.00 Yes Yes
Avenue
28%
Suja $8.99 No Yes

Blue Print $9.99 No Yes

28% Liquiteria $8.75 Yes No
1%
Juice $9.95 Yes Yes
Generation
Juice Press $10.99 Yes Yes
28%

Cold-Pressed Juice Market

Sources: Beverage Industry Magazine, Wall Street Journal

Note: Market share is estimated
 BRAND ASSESSMENT
 BluePrint has sizable brand awareness and purchase interest with
limited advertising, but has opportunities for improvement

80 Aided Awareness 80 Purchase Interest

70 % Respondents 70 % Respondents
60 60
50 50
40 40
30 30
20 45% 20 43%
10 10
0 0
Odwalla BluePrint Organic Other Suja No Odwalla BluePrint Organic Other Suja No
Avenue interest Avenue interest

Source: Brand Survey, November 2013

Q: Which of the following brands are you familiar with/are interested in purchasing?
POSITIONING STATEMENT

For 25-35 year old young professional women seeking a

healthy lifestyle, Blueprint is the original 100% cold
pressed, organic raw juice. Offering a variety of juices
and cleanses, Blueprint is full of nutrients, enabling
practical living for all nutritional lifestyles.
 EQUITY PYRAMID • High resonance
• Strong brand loyalty
• Highly trusted as a cleanse
• Positive perception: associated with • Feeling healthy and happy
health and wellness • Energized, focused
• High quality
• 43% would purchase over other brands • Treating your body well
• All natural
• Good for you • Sense of pride and self-respect
• Socially responsible/ • Fashionable and trendy
Environmentally friendly • Feeling like you’re doing
something good for yourself

• Organic, raw juices with no additives Resonance • Minimalistic design

• Focus on high quality • Logo with leaves and droplet
• Use fresh, locally sourced fruits and reiterates the brand’s healthy,
vegetables Judgment Feelings
organic image
• Cold pressed and not pasteurized
• Easily recognizable blue lid
• Juices available at health food retailers Performance Imagery
• Clear typography listing
nationwide
• Free cleanse delivery in LA and NY ingredients of each juice to
Salience facilitates user discovery

• High brand awareness within category: 45% Aided awareness

• Moderate brand awareness as a cleanse
• Low brand awareness as a healthy juice product
• 52% would purchase as refreshment, 32% as meal replacement
The core values we live and juice by:

QUALITY
The freshest fruits and vegetables makes the best juice. Keep me cold.

Juice should never be cooked. Cooking juice kills vitamins and live enzymes. Even “flash”
pasteurized means cooked.

Don’t have separation anxiety. Only additives can prevent the natural settling process and
who wants to drink additives? Stop staring and give me a little shake shake.

Treat your body right. Drinking fresh juice and eating real food is a smart long-term
strategy for maintaining good health.
SUPERIOR SERVICE
We aim to surpass our clients’ expectations with an exceptional level of service, education
and support. Our Client Services team is available seven days a week to answer
questions, provide support , and help you choose the best program according to your
goals and dietary history. Or just to say hi!

Our clients health and nutrition is our highest priority. As the only cleanse company with
an in-house nutritional consultant, we are committed to providing professional nutritional
guidance at ever turn. We offer one-on-one nutritional consultants for those who wish to
incorporate the benefits of raw food and juicing into their everyday diet.

SOCIALLY & ENVRIONMENTALLY RESPONSIBLE

We use 100% organic, natural, whole, unprocessed and locally sourced ingredients from
farms that practice sustainable agriculture. We minimize our waste & carbon footprint by
using recyclable materials and composting. Our bottles are the most recyclable of bottle
options, PETE 1 plastic bottles, which are vital to preserving the shelf life and taste of our
juice.
 Flips through
magazines

CUSTOMER PROFILE
Reads fashion
blogs and checks
Is Social Online out celeb gossip Prefers herbal
supplements to
medication
Wants to Shops for
maintain clothes often
youthful skin
Goes to yoga
after work to relax

Recycles Shops at Whole

Foods
Goes to
farmer’s market
on weekends
Watches TV

LAUREN
Prefers iced tea or
28 years old water to soda
Learning to cook Lives in NYC
healthy food College Grad
Splurges on Casual chic
Buys natural cupcakes style
Orders an
beauty products egg white omelet and
when she can bottomless mimosas
at brunch
MARKETING OBJECTIVES
 Grow 7 points of market share within the cold-pressed juice
market in 2014
 Opportunity worth $6MM annually

 Increase distribution in retail grocery outlets and

convenience stores by 15 points by December 2014
COMMUNICATION OBJECTIVES
 Increase brand awareness of BluePrint juices within target
market from 45% to 60%

 Reposition BluePrint as a more holistic wellness solution

 Create stronger association with juice as an everyday
consumption occasion vs. part of a cleansing program
 Juice Your Way
BluePrint’s loved juices are now available in single servings to
power you through your day
 SOCIAL MEDIA
Blueprint’s target audiences are spending their time on social media

 Female 18-34 year olds are the most active

social media users Social media led conversion rates are
 71% use social media regularly 13% higher than average led
 54.2% of women have engaged in a social sharing activity based conversion rates
on something seen in an ad
 Social media leads to almost 2X the marketing leads that direct
mail, ppc, or tradeshows produce

 Females 18-34 respond to brands via social

media
 59% have bought something due to coupon or offer on social
media
 42% more likely to follow brands due to coupons and discounts

Source: 2013 Social mom report Neilsen/Babycenter,

Hubspot.com
SOCIAL MEDIA
 Opportunities
 Expand to include options to engage
beyond only ‘the cleanse’
 Focus on juice as part of everyday life
 Solicit examples of daily juice consumption
 Increase frequency of offers for
customers
 Avoid campaigns that offer rewards for
“likes”
 Social care: 1 in 3 customers prefer
customer service via social over phone
 Offer advice, answer customer questions
 Announce distribution and availability

Sources: 2012 Nielsen Social Media Survey

NM Incite: State of Social Customer Service Study 2012
MEDIA PLAN - OVERVIEW
 Recommend focusing media weight on two key windows of
activity:
 January – highest seasonality for BFY products
 April – pre-summer health & wellness activity
 Secondary: September – post-vacation/summer messaging

 National activation planned for print, digital and social;

local media recommended for out-of-home and in-store
activities
MEDIA PLAN – PRINT
 Print placements should align with the target consumer,
women ages 25-35:
 Women’s Health
 Shape
 Whole Living
 InStyle
 US Weekly

 Print buy will be amplified through digital extension

 MEDIA PLAN – DIGITAL

PARTNER RATIONALE TACTICS IMPS BUDGET

Women’s Health  High index against target audience

Shape  Contextual relevance  Sponsorships NA $150K
Fitness

 Focus on highly desirable

 Cost effective with ability to
leverage a variety of 3rd party data
segments
 Ability to optimize and develop
Turn
look-a-like modeling against high
performing segments
 Potential for scalability with access
to thousands of long tail sites
audiences, limiting wasted
impressions
 Eliminate need of content as a
proxy for target
193.5MM $774,000
 Use 3rd party data segments to
isolate target populations
 Females 18-34
 Health and Wellness Intenders

 Leverage 1st party data to reach

 Retarget users who have visited
highly interested prospects
Retargeting Blueprint site
 Capture audiences at lowest stage
5.2MM $26,000
 Increase frequency per user
of funnel

*Turn: Demand Side Platform

MEDIA PLAN – SOCIAL AND SEARCH
 A significant portion of the media budget would allow
BluePrint to increase the reach of its message through
always-on social and search tactics:
 Social – promote own social content through Facebook ads,
Sponsored Stories, promoted Tweets and potentially Instagram
ads
 Search – paid ad word targeting on search engines and within
social media channels (e.g. Twitter)
MEDIA PLAN – OUT-OF-HOME
 Local placements is the most cost efficient way to execute
impactful out-of home advertising
 Small-format billboard placements in close proximity to retail
location will reach consumers closer to the point of purchase
 Locals buys on gym ad networks in will ensure we are reaching
our target consumer when she is a captive audience
MEDIA PLAN – IN-STORE SAMPLING
 Focus on in-store will help BluePrint get closer to the point
of purchase and convert buyers on the spot

 Sampling plan would be focused on retailers who have a

close alignment with consumer (e.g. Wegmans) or have
recently added BluePrint to the shelf set (e.g. Kings)

 Sampling would focus primarily on green juice, but also

offer consumers the opportunity to try other varieties
MEDIA PLAN – COUPON
 In-store coupons will be distributed at sampling tables to
help spur trial and – ideally – repeat purchasing

 Leverage Catalina marketing to serve coupons to

purchasers of competitive cold-pressed juice

 Plan for social coupon later in year once a stronger social

community is established
MEDIA PLAN - FLOWCHART
 Heaviest media weight is in first half of the year
MEDIA PLAN - PRODUCTION
 Estimated production costs by medium:

PRODUCTION PLAN
Budget $ 1,000,000
Full Year
Social content $ 300,000
OOH $ 200,000
Print $ 150,000
Coupon $ 150,000
Digital $ 100,000
Mobile $ 75,000
Search $ 25,000
Total Production $ 1,000,000
RESEARCH PLAN
 Research efforts should be focused on digital and social to
help optimize flights throughout the year
 Digital analytics – targeting effectiveness, click through rates
 Social listening – what social content are consumers engaging
with the most?
NEXT STEPS
 Align on creative idea and move to production

 Finalize media plan

THANK YOU!
APPENDIX
 CATEGORY ASSESSMENT
 Taste is the leading product attribute for juices, but price
is a strong barrier to purchase

Top 3 Reasons for Purchase Top 3 Barriers to Purchase

• Like the taste • Too expensive

• Healthy beverage option • Do not like the taste

• Convenient for on-the-go • Poor value for the money

Source: Brand Survey, November 2013

Q: What are your main reasons for purchasing/not purchasing raw or organic juices?
SOCIAL MEDIA
Blueprint’s Current State
Currently focused on “the cleanse”
 Twitter
 22K followers
 8675 tweets
 Photos, sampling info, contests
 Instagram
 50K followers
 529 posts
 Promotions, hash tagged user photos
 Facebook
 51K likes
 Posting at least 2x per week
 Inspirational quotes, promos, coupons,
sampling details
 DIGITAL SPEND BREAKOUT
CREATIVE FLIGHT
PARTNER PLACEMENT FLIGHT END METHOD COST TOTAL UNITS NET COST
SIZE START
160x600,
Blueprint_AWA + 3rd Party data (Health and
300x250, 1/1/14 1/31/14 CPM $4.00 60,000,000 $240,000
Wellness Intenders)
728x90
160x600,
Blueprint Retargeting (off of Blueprint Site) 300x250, 1/1/14 1/31/14 CPM $5.00 2,000,000 $10,000
728x90
160x600,
Blueprint_AWA + 3rd Party data (Health and
300x250, 2/1/14 6/30/14 CPM $4.00 110,000,000 $440,000
Wellness Intenders)
728x90
TURN
160x600,
Blueprint Retargeting (off of Blueprint Site) 300x250, 2/1/14 6/30/14 CPM $5.00 2,000,000 $10,000
728x90
160x600,
Blueprint_AWA + 3rd Party data (Health and
300x250, 9/1/14 9/30/14 CPM $4.00 23,500,000 $94,000
Wellness Intenders)
728x90
160x600,
Blueprint Retargeting (off of Blueprint Site) 300x250, 9/1/14 9/30/14 CPM $5.00 1,200,000 $6,000
728x90

198,700,000 $800,000
MEDIA PLAN – MONTHLY BUDGET
 Heaviest media weight is in first half of the year