yogurtland - advertising campaign for january to march

HEALTHIER TOMORROWBy: Chris Hauber, Sukanya Datta Majumdar, Hien Le & Monica Kanini

CAMPAIGN OBJECTIVE

The goal is to create a marketing campaign forYogurtland during January – March, one of theirslower traffic periods.

We also want to increase brand awareness topotential customers and strengthen customerloyalty in Yogurtland’s existing customer base.

BRAND SNAPSHOTCore Value: Exotic flavors & quality products to showvalues of adventure, energy, ambition, and authenticity.

Services: Self-serve. Sample various flavors. Well-designed clean stores. Chill environment.

Advertisement: Social-media centric.

Marketing: Target mailing. Local marketing bysponsoring tastings and tours to the shop for schoolstudents as well as daycare centers.

YOGURT INDUSTRY SNAPSHOT First success wave was in 1980 and dominated

North America market in the 1990s Tough competition by coffee houses and ice

cream shops in 2000s

Yogurt industry re-recognized their target market: health-conscious consumers

Nowadays, yogurt industry is a 2 BILLION revenue industry 400 different brands 2582+ stores

TCBY: 470+ Menchies: 400+ Yogurtland: 300+

TCBY Menchies Pinkberry Boba Gelato

Millennials 25% of America’s population

Age 18-35

2/3 are female

Born in the Internet, molded by mobile devices

Social media active (89% in 18-29, 82% in 30-49)

Cool, outgoing, individualistic

CONSUMER INSIGHT

When it comes to eating habits and behaviors, Millennials are much less PRICE concern and much more HEALTH conscious

“The HARDEST lift of all is lifting your BUTT off the couch”

- Millennials enjoy to workout a lot.

IMC CAMPAIGN

HEALTHIER TOMORROW

HEALTHIER TOMORROWThe Healthier Tomorrow marketing campaign is designed on thetheme of Millennials’ common New Year’s Resolutions: Join a gym Get fit Feel better about themselves

This campaign will give our health-conscious consumers morebenefits when they choose to workout and consume Yogurtland’snutritious products daily thus taking on a very Healthy Lifestyle.

Execution: Gym partners Yogurtland’s Day Valentine’s Day

Tools: Mobile app Social media In-store presence

GYM PARTNERS Collaborate with the top 3 gyms in the United States of America,

like, 24 hour Fitness, Equinox, and LA Fitness.

Allow existing app users to update their workout sessions onthe app, earn minimum number of points, and rewardthemselves with a free and a very healthy frozen yogurt fromYogurt Land.

Provide free 1-week trial sessions to our existing customers inexchange of the points they have earned in their app.

YOGURTLAND’S DAY February 6th - National Frozen Yogurt Day Serve free frozen yogurts to the customers and bring the

community together and celebrate health together. Hashtag: #healthierDay

VALENTINE’S DAY Current marketing strategy - offer unlimited frozen yogurt to

couples at a price of $10.

Our campaign - #weFITtogether eat unlimited healthy frozen yogurt with your loved one only for $10.

Agenda – would invite our customers to have some healthy frozen yogurt with their partner in one of their favorite environment.

MOBILE APPWe revamp the loyalty program on mobile app.

Platform: iOS, Android

Add more incentives & rewards Add a new achievement system More rewards on Valentine’s Day and

Yogurtland’s Day

Use location-based technology to connect with gym partners’ mobile app

Synchronize with a physical card

SOCIAL MEDIAFacebook: Create open & engaged content Run targeted Facebook Ads

Twitter: Update frequently Friendly interact with users

Instagram & Snapchat: Short workout video contest

IN-STORE PRESENCE Posters in physical stores and gym Television Ads

CONCLUSIONThis would be a successful campaign because: Customer-centric: focus on the right target market Positive message appeal Take advantage of the channels & tools

Yogurtland’s customers are using

THANK YOU