Renona Criss, KaDee Ellis, Wade Harworth, Michelle Pavlack, Ali Shore

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s Branding Plan 1-11

Research Insights 1

Social Media Listening 2

Brand Mission 3

Audience 4

Brand Message 5

Brand Personality 6

Positioning 7

Visual Brand Identity 8

Mood Board 9

Branding Map 10

Big Idea/Timing 11

Video Content Plan 12-24

The Crave 12-16

Tea Tunes 17-20

The Arsen Avakian Story 21-24

Distribution Plan 25-26

About the Authors 27-28

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nBusiness Research InsightsHuman values lie deep within the company as well as the community it surrounds. -Argo Tea has reinvigorated the category -Tea has become fresh, fun and simple -Three years ago they began to bottle -Chooses not to franchise -Partnerships lie in the Middle East -The consumer is always referred to as ‘She’ -35 Stores in the US and Middle East -Looking to expand to 40 in the coming year -30% of business is done B2B (Business to Business)

“Stirring the souls and doing good for the CommuniTEA is our secret ingredient…” - Arsen Avakian

Consumer Research InsightsWe listened, shared, talked and drank a lot of Argo Tea with the millennial consumer, both men and women�WR�EHWWHU�XQGHUVWDQG��WKHLU�7($ULI¿F�OLIH�DQG�KRZ�$UJR�FRQWULEXWHV��7KLV�LV�ZKDW�ZH�GLVFRYHUHG�DERXW�WKH�brand: -Argo Tea’s goal to make tea tasty and healthy with the perfect tea mixologist is being clearly communicated and understood by the consumer

“They know how to make my perfect blend! The best spot around, for sure!” - Keith, Age 24

-Consumers appreciate the balanced ingredients Argo offers - Food is fresh and baked every day.

³,W¶V�HVSHFLDOO\�QLFH�WR�VHH�D�FRPSDQ\�GHGLFDWH�WKHPVHOYHV�WR�¿OOLQJ�WKH�FRPPXQLW\�ZLWK�IUHVK��HQMR\DEOH�IRRG��,W¶V�VRPHWKLQJ�WKDW�LV�KDUG�WR�¿QG��especially at a coffee/tea shop.” - Betty, Age 23

-Reasoning behind having a glass bottle instead of plastic: -Reusable project -Stays with the consumer -Sustainable -Argo can be with the consumer at all times

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nSocial Media Listening

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nBrand Mission

"One Customer, One Cafe, One Bottle & One Country at a Time."

Argo has a passion for bringing teas directly from growers around the world, blending them into unique and delicious signature beverages and teas. Committed to working with the best local, global tea, coffee and food artisans, Argo Tea keeps sustainable business practices top of mind. Argo Tea cares about the conservation of natural resources and contributes back to the communities to promote a healthy lifestyle.

“One customer, one cup, one bottle and one country at a time” is the genuine “Argo Experience” through the approach of rediscovering the diversity and tradition of teas. Argo promotes diversity by empowering their employees and leveraging their customers’ feedback, which together results in the best products, people and business, creating the unique “Argo Experience.”

Strengths Weaknesses

Opportunities Threats

-Well known tea cafe-Bottled tea is also well knownin local grocery stores -Recognized as a cafe that gives back to local charities -Customers at Argo know what environment to expect: -Great vibes, excellent customer service, quality tea

-Argo is not completely national with their teaosks. -Argo teaosks can be considered expensive for the average middle-class consumer

-Increase sales and reach a broader consumer base by partnering with moregrocery stores to sell the Argo Tea bottles nation and global wide

-Argo has a unique feel and unique products, however many competitors also have bottle tea and may have or could open up more teaosks depending on the location-Starbucks buying Teavana is a threat because they could easily expand Teavana and open more locations to compliment the Starbuck’s locations

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nAudienceDay in the Life of an Argo Tea Customer

:LWK�FDUHIXO�DQDO\]DWLRQ��ZH�KDYH�SUR¿OHG�WKH�FXUUHQW�DXGLHQFH�WKDW�embraces and lives the Argo lifestyle. These are men and women in urban to college settings with a steady income. They enjoy health conscious experiences and a calm atmosphere where socializing with friends is easy. So easy, they can get work done as well.

-Demographics: Women/men, urban living, $50k+ income, age 18-49

-Psychographics: Health conscious, enjoys calm atmosphere where she � FDQ�VRFLDOL]H�DV�ZHOO�DV�XWLOL]H�$UJR�DV�KHU�RI¿FH��6KH�HQMR\V�D�KHDOWK\�� fresh lifestyle with awareness of modern design and sustainable environment

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nBrand MessageWith the commitment to working with local artisans and contributing back to the community, Argo Tea has secured a distinguished place within the market. In doing so, Argo has also promoted a healthy lifestyle through creativity and passion. All of which will be captured in our video execution.

“One Customer, One Cafe, One Bottle & One Country at a Time.”

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nBrand PersonalityThe brand personality of Argo Tea is one of community and creativity. Within every Argo location and ERWWOH�WKHUH�LV�D�IHHOLQJ�RI�WRJHWKHUQHVV�LQ�D�SODFH�¿OOHG�ZLWK�DQ�LQQRYDWLYH�EX]]��$Q\�WHD�HQWKXVLDVW�FDQ�walk into Argo and feel like they can create healthy and happy relationships within the space.

The brand’s visual communications match the creativity within the brand personality perfectly.

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nPositioningWhile researching other competitive tea bars and cafes, we discovered there is a strong web and social media presence that is lacking within the Argo brand. The main competitors are bigger brands and cafes with quality differences. Argo Tea is a unique business with a distinct creative atmosphere. We feel the innovation, originality and quality behind the company makes Argo stand out as a unique addition to the Food and Beverage category.

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nVisual Brand IdentityThe visual identity of Argo Tea is a combination of a healthy environment with a colorful ambiance and soothing feel all while conserving the natural resources. Argo is very open with consumers about what goes into their tea’s to make them so great: natural resources.

Colors: green, white, black, red (colors of tea and packaging) and earth tones

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nMood Board

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Branding Map

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Big Idea/Timing:H�EHOLHYH�WKH�QDWXUDO�DQG�UHDO�LQJUHGLHQWV��GLUHFWO\�IURP�JURZHUV�DURXQG�WKH�ZRUOG��DGG�D�ÀDYRU�LQWR�WKH�FRQVXPHUV�OLYHV��

The big idea behind our branding strategy and video plan is to capture this creative and outstanding community in order to increase the Argo Tea consumer base.

Through the use of YouTube, Google Adwords and the emotional pull within our video, we believe we can spread the Argo message through one customer, one cafe, one bottle and one country at a time.

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TREATMENT:Scene opens with an image of loose leaf tea, and spirals into many scenarios throughout the city of Chicago that build emotion. You hear the following line from a woman with an inspiring voice:

‘Nourishment. It’s a way our bodies survive. We nourish our bodies because we crave relief. The relief, WKH�FUDYH�DQG�WKH�GHVLUH�IRU�TXDOLW\�ÀDYRUV���)ODYRUV�¿OOHG�ZLWK�SDVVLRQ��6XUH���RQH�FDQ�KDYH�D�SDVVLRQ�IRU�ODZ��WHFKQRORJ\�RU�PDQXIDFWXULQJ��EXW�ÀDYRU���ÀDYRU�LV�¿OOHG�ZLWK�IULHQGV��IDPLO\�DQG�ORYH��7KLV�LV�what we crave. We crave the sweet smell, the serene sights and the tantalizing taste of romance, connections and community. That crave is backed by passion, diversity and creativity to make it special and desirable. What will your crave be?’

�:KLOH�WKH�FRS\�LV�EHLQJ�UHDG�WKH�PXVLF�LV�EXLOGLQJ�LQWHQVO\�ZLWK�LQVWUXPHQWDOV��7KH�ZRPDQ¶V�LQÀHFWLRQ�within her voice goes up and down. The build of the scenes happen in fast cuts). The idea is similar to the current Apple commercial to give you an idea of what it would be like.

GOAL: Capture the passion of culture and ingredients through the Argo surroundings and experiences the Argo goer encounters everyday.

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lan Tea Tunes

TREATMENT: Customer orders one of Argos Cafe Signature Drinks and has a culturally musical experience. The employees will make music with the kitchen utensils and machines. The music will match up with the region in which the tea is inspired. For example,. Mojitea will play spanish music. The Carolina Honey tea will play country music.

GOAL: Capture the passion of the Argo culture and ingredients through the creativiTEA and innovations behind the drinks.

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lan The Arsen Avakian Story

TREATMENT:Open with heartwarming and graviton music. Shot documentary style you see shots of a hospital. You hear cords of music playing. You then see Arsen strolling up and down the halls, looking joyous. His wife MXVW�JDYH�ELUWK�WR�KHU�¿UVW�FKLOG���+H�VKDUHV�WKLV�EHDXWLIXO�PRPHQW�ZLWK�KHU��EXW�DOO�VKH�ZDQWV�LV�D�&DUROLQD�+RQH\�7HD���<RX�VHH�$UVHQ�UHDOL]H�WKH�VLJQL¿FDQFH�RI�ERWK�RI�KLV�SDVVLRQV�FODVKLQJ�WRJHWKHU���7KLV�PRPHQW�LV�RQH�¿OOHG�ZLWK�SDVVLRQ�DQG�H[FLWHPHQW�IRU�$UVHQ���

As the moving scenes are playing out you hear the voiceover of Arsen explaining his story:'Moments. Moments when your life changes. Changes in a ways that are riveting and mountain moving. These mountain moving moments can be fostered by passion, creativity and love. Creating a work of art. And when this work of art is natural and inspiring. It's special. I had the pleasure of experiencing my two results of passion intersect. In this moment I knew. I knew this moment was a result of passion.

Argo Tea - fostering passion with real ingredients. This is our story.'

GOAL: To convey the passion behind the brand in a manner that displays how Arsen’s story has come full circle.

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n Distribution Plan:This piece of branded entertainment will be made public by May 2014 with consent from the Argo Team. 7KH�YLGHR�FDQ�EH�D��³SUH�UROO´�EHIRUH�WDLORUHG�<RXWXEH�YLGHRV��:H�ZLOO�XVH�*RRJOH�$G:RUGV�WR�WDUJHW�VSHFL¿F�demographics by location and interest to ensure the video is being seen by the target audience. Utilizing a VSHFL¿F�NH\ZRUG�OLVW��ZH�ZLOO�LQFUHDVH�WKH�YLHZ�UDWH�WR�DSSUR[LPDWHO\���N���N�YLHZ�ZLWK�DQ�LPSUHVVLRQ�UDWH�RI�2,463,469.

The video will also include a link that will carry the user straight to the Argo Tea website. This process makes it easy on the consumer when viewing the video to exploring different opportunities on the website and social platforms.

8WLOL]LQJ�VRFLDO�KDQGOHV�ZLWKLQ�WKH�YLGHR�ZLOO�PDNH�LW�HDV\�DQG�HI¿FLHQW�IRU�XVHUV�WR�VKDUH�WKLV�SLHFH�RI�EUDQGHG�entertainment. Key partners will be engaged in order to ignite the sharing process.

Success will be tracked via Google Analytics. Demographics that are viewing the video, how many consum-ers are going to the website and the number of individuals clicking on the video will be collected and analyzed using this system. In result, this would provide us with the return on investment for the project.

Shareable. Trackable. Clickable.

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How typical amount of views are generated based on campaign budget alone.

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rsMichelle PavlackMarketing: Digital PRFavorite Argo Tea: MojiteaMichelle is a Digital Public Relations major at Columbia College Chicago, graduating LQ�0D\�������0LFKHOOH�KDV�ZRUNHG�IXOO�WLPH�LQ�WKH�3XEOLF�5HODWLRQV�¿HOG�IRU�WKUHH�\HDUV�ZKLOH�¿QLVKLQJ�KHU�GHJUHH�DW�&ROXPELD��8SRQ�JUDGXDWLQJ��0LFKHOOH�LV�LQWHUHVWHG�LQ�digital marketing and brand strategy as well as digital management. Being a foodie, \RX�FDQ�¿QG�0LFKHOOH�,QVWDJUDPLQJ��7ZHHWLQJ�DQG�)DFHERRNLQJ�DOO�RI�KHU�FXOLQDU\�adventures. Contact Michelle at michelle.pavlack@loop.colum.edu.

Renona CrissTelevision: Producing/DirectingFavorite Argo Tea: Tea SangriaNona is a Television Production/Directing student with an eye for creating beauty. A mother of four children committed to producing balance and quality in their diet. She has worked with the public over 20 years. Her motto is “ If you’re going to do it, do it ULJKW´��6KH�JLYHV�KHU�IDPLO\�RI�VL[�WHD�LQVWHDG�RI�DUWL¿FLDO�GULQNV��Contact Nona at renona.criss@loop.colum.edu.

KaDee EllisMarketing: Public RelationsFavorite Argo Tea: Chai TeaKaDee is a Marketing Communications major with a concentration in Public Relations at Columbia College Chicago. KaDee will be graduating in May 2014. Upon graduation she will be moving to Seattle, Washington to start her career and life with soon-to-be husband. KaDee has a part time job as a Cash Handler and an internship with WorldChicago. Her dream job would be a event coordinator for the White House. Contact KaDee at kadee.ellis@loop.colum.edu.

Wade HarworthTelevision: Writing/ProducingFavorite Argo Tea: Bubble Tea CoconutWade is a Television Writing and Producing major pursuant at Columbia CollegeChicago. Originally from Tennessee, when Wade isn’t writing he is an avid paintball enthusiast, skateboarder, and designer of custom leather. He has been studying television broadcasting production since 2005. Contact Wade at wade.harworth@loop.colum.edu.

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Ali ShoreMarketing: Brand ManagementFavorite Argo Tea: Chocolate Mint TeaAli is a Marketing Communications major at Columbia College Chicago, graduating in 0D\�������$IWHU�KHU�¿UVW�\HDU�DW�D�VWDWH�VFKRRO��$OL�UHDOL]HG�VKH�QHHGHG�WR�EH�somewhere creative and made the switch to Columbia. Between helping create a student marketing organization, enjoying her four internships and working with real clients, Ali has made her time at Columbia very useful. Upon graduating, Ali is interested in integrated marketing and brand management. She loves exploring new places in the city and spending time with family. Contact Ali at alison.shore@loop.colum.edu.