executive summary - the creative groupportfolios.creativegroup.com/c/51278/451457c32ffe... ·...

Executive Summary Currently Zestar, a mobile diet application, is on iOS platforms for iPhone. It has been on the market since November 2011 and its goal is to gain more subscribers through building a trusted and fun brand. Their cur-rent target audience is women between the ages of 45-55, who are 15-30 pounds overweight.

The current problem with Zestar is the retention rate of users is substantially lower than expected. It is noted that the product’s function and algorithm works, therefore a push for an increased retention rate will be pursued throughout this campaign.

Through research, Cadet Communications (CC) as well as Strother Communications Group has found that in order to get more subscribers to the product it must make some improvements. These improvements include increased ease of usability, added features, and a way to make the application “fun” and addictive. Early preliminary results have also shown the actual audience is a mix of men and women, ages 20-35; very different from the proposed audience. This suggests that perhaps the target audience should be based on psychographics and not demographics.

The brand vision for Zestar is to develop a fun and trusted brand through education and creating aware-ness of healthy eating habits. Our key overarching strategy for Zestar is to educate and create awareness for healthy lifestyle habits. This strategy will be executed through 3 stages: improvements to the application, generating local awareness, and finally spreading the awareness nationally.

By using education and engagement, we can prompt a fun and health-conscious brand that gets anyone to their weight loss goal.

Through this model we are able to better connected with consumers and create a brand promise through multiple different platforms. CC wants Zestar to encompass all possible communication strategies to reach the target audience.

Our proposed overarching key message for Zestar is “Losing weight is hard--Zestar gets you there.” Within our key messaging will be taglines: “Put Zest in Your Step,” promoting exercise and healthy recipe tips; “Why am I eating this?” offering educational benefits on why the user should eat what is recommended; “Zestar gives choices that fit any lifestyle,” promoting the mobile aspect of the product and how it is with you 24/7. A B2B partnership will also be sought out by Zestar to increase awareness and credibility of the product and to extend the product and add new features.

Our digital strategy for phase one includes iAds, a blog to cross promote the product, and a Twitter account (@zestymeals) to promote the product and recipes. In phase two digital strategies will carry over from Phase One.

The schedule of implementation for improvements to be made will take place through August 2012. Phase one will start after the improvements have been made and run from September 2012 and continue through December 2013. Phase two will run January-December 2013 and will complement Phase One tactics. Our budget for this campaign is $500,000. This budget will be used for the post-beta application improvements and for phase one. Zestar will continue to expand on to different mobile platforms, such as Android and iPad.

In order to make Zestar a leading diet application, Cadet Communications plans to utilize an integrated, digi-tal strategy as well as more traditional PR approaches. We will carefully measure success, examine strengths and weaknesses, and continue to alter our offerings to cater directly to our consumers.


Through this model CC sees the communication strategies regarding education affected. The core benefit is the idea of a healthy diet. To portray the core benefits, formal features have been created through-out CC’s tactics such as a grocery list and street teams. To aid in the success of these features, CC then incorporates an educational com-ponent to add value to the overall product.

Situation AnalysisCurrent AudienceThe current target audience for Zestar is women between the ages of 45-55 years old who are 15-30 pounds overweight. The actual audience Zestar is currently attracting is a mix of men and women (35% vs. 65%) between the ages of 20-35 years of age. Most likely these people are early adopters of new technology and are frustrated with dieting.

SWOT AnalysisStrengths: Zestar as a diet app possesses many strengths. These strengths include the energy density for-mula it uses; this formula has been tried and tested through the Mayo Clinic. Another strength of Zestar is how the program works, by telling you what to eat to reset your diet and get you back on track if you veer off Zestar is there for you no matter what.

Weaknesses: Zestar is a new product so its future in the world of mobile diet applications is uncertain. Its usability is not as easy as other programs. It needs to be updated with user friendly, enticing features. Zestar must also gain consumer trust.

Opportunities: Because there are no other diet programs out there exactly like Zestar, it has an opportunity to be the first of its kind and get ahead of the competition.

Threats: Competitors that pose a threat to Zestar are other diet programs such as Weight Watchers and other diet applications that have been available on the iPhone since the beginning.


The Zestar target audience has been identified as an explorer audience. Therefore through this model we are able to see the types of reinforcement and connection “explorers” desire. By identifying Zestar consumer as explorers it will be crucial to connect with their need

for better performance and achievement.


4

Push/Pull Marketing ProgressZestar is currently using a push marketing strategy. They are promoting their application and selling directly to the consumer who will download and use the app. In the future, Zestar is considering a pull strategy where they could possibly partner with large organizations or businesses to create a demand for the product.

Creative StrategiesCurrent creative strategies promote Zestar as a “24/7 weight loss coach.” There is a Zestar Twitter account (@zestarapp) and blog to help cross promote the mobile application for iPhone.

CompetitorsCompetitors of Zestar are divided into two classes: calorie counters and weight loss “programs”. Other mobile fitness and diet apps such as, LoseIt, Fast Food Calorie Counter, and Food Scanner are also compe-tition. These programs all offer diet like functions. However, none hold the unique diet proposition that Zestar does with its energy complex matrix.

Media AnalysisBeing that Zestar is a newly launched product (within the past 6 months) it has not received much media attention. They have, however, had an interview with WCCO about the application illustrating how the app works and how it is scientifically proven to work. They also use their website and blog to cross promote the


Research


Primary Research: Survey

A survey was conducted to determine people for a focus group. The survey was given to a completely ran-dom sample of people—there were no qualifications for submission. A general survey was used in order to gain basic insight for what a random sampling of people were interested. CC used this to justify the direction it took for the Zestar campaign.

Results:• TotalSampleSize:100people• 70%Female;30%Male.• Agerange:13-75yearsold• AverageAge:31.36yearsold• 47%ofparticipantssaidtheywouldlikeadietmobileapplication• 49%ofparticipantssaidtheywouldlikealifestylemobileapplication• 53%ofparticipantsownaniPhone

Participants were also surveyed to see what their definition of health and wellness was. Using consumer-generated words will allow for a greater connection to potential audiences.

Key words used in definitions were:• Food,eatingright,balanceddiet• Toned,muscular,inshape,lean• Active,busylifestyles,workingout• “Healthyweight”• “therightsizeandshape”• Happy,energetic


Primary Research: Additional interviews:

Q1: How often do you use your smartphone for looking up information, finding out where to go, etc… So,

how much do you use your phone’s non-traditional features? (Traditional features include: calling/ texting/

emailing)

Q2: Do you lead an active lifestyle? One in which you do not feel the need to watch what you eat?

Q3: Do you plan out your meals for each day in advance?

S1: Do you make a shopping list when you grocery shop? Do you stick to it?

S2: Do you utilize your smart for to create these food lists?

Q4: Are you conscious about your weight loss/ gain? Do you pay close attention to your eating habits? If no,

would you like to start paying attention to your eating habits?

Q5: How often do you diet or track your food intake?

Q6: Would you be willing to utilize your smartphone for tracking your food intake?

Q7: Have you ever used a diet application before? What features did you like/ dislike about it?

Q8: What do you feel is the more effective form of motivation when dieting? Why?

Q9:Whendietingareyouwillingtoputintheefforttoseeresults?Areyouwillingtotakethetime?

THEN EXPLAIN ZESTAR TO THE PERSONS.

Q10: How do you feel about the diet strategy behind Zestar? How do feel about the fact that it tells you ex-

actly what to eat? Explain.


Secondary Research:

The key takeaways from Strother Communications Group’s findings that were crucial to the development of

Cadet Communications’ campaign were in regards to the usership of the application. It was important for

CC to understand how users were interacting with the application and what their feedback on the product

was. First, it is noted that people did not understand how to properly use the Zestar application, it was being

used like other calorie counter diet apps. Therefore this leads to the conclusion CC’s messaging needs to

promote the different and unique format of the diet application. Additionally, the strategies used to pro-

mote increased usership of the product need to center around the education of potential user so they can

properly utilize the product.

Strother Communications Group also discovered users were not eating the meals Zestar suggested mainly

due to the fact they did not have the correct food items at hand. Additionally, the reinforcement provided by

Zestar was not influencial or effective enough for users to stay active with the product. These findings both

lead CC to suggest structural changes to the application (see Pre-Phase 1).

Finally, the idea of “fun” was identified as a key factor in the future success of Zestar. A “fun” factor has pro-

vided a challenge for the campaign and is what inspired some of the primary research conducted by CC. All

of the research conducted by Strother Communications Group and work to this point has served as the base

for CC’s communications plans and has provided CC with reason to support change within the application.


Our team then looked at Indoor advertising research to see the benefits and effectiveness of certain place-

ments. According to a study at Rice University “retention of impressions generated by restroom advertising

was found to be on average 40% stronger than impressions generated by other media”. Indoor advertising is

the ultimate captive advertising. Since the advertising is unavoidable in many of its locations to the consum-

er. Consumers are physically idle, yet mentally engaged, while looking at your ad for 1 to 2 minutes. Indoor

ads can be combined with coasters, glassware, or mirror clings so your message has ultimate presence.

Indoor Statistics:

• 84%ofwashroomvisitorsrecalledoneormoreofthewashroomads*

• 98%ofthemhadapositiveorneutralreactiontotheads*

• 80%ofthemfelttheadsweremorenoticeablethanadsappearinginothermedia*

• 88%ofthosewhorecalledseeingaspecificadcouldnameatleastfoursellingpointsinthead*

• RestroomBillboardAdvertisingreceivesconsumers’undividedattentionfor1.5to2fullminutes.**

• RestroomBillboardAdvertisingcanbetargetedtomenorwomenexclusively,evenbyagegroup,

incomerangeorlifestyle.***

• Whenadboardviewersareshoppingforaproductorservice,retentionofthatproductorservice

advertisedraisestoanimpressiveandeffective85%retentionrate.****Barbour&MonroeMarketingResearchStudies**RiceUniversityStudy***MarketIntelligenceMediaResearch

Benefits of Indoor:

• Theabilitytotargetbygender,demographicprofile,geographiclocationandethnicgroup

• Coverageisavailablewherebillboardsandothermediacannotreach.

• Higherrecallrate

• Positiveadreaction

All of the secondary research on indoor advertisements is courtesy of AllOver Media.


Strategies for ExecutionThe survey used in primary research was distributed via e-mail and social media where Cadets reached out to people in all its different social groups. Individual conversations were held with family members and documented via e-mail. Many conversations and trial participants were gathered through those closest to the Communications team like their mothers, since the mothers fell within the ideal target segment.

MethodologySurveys and group discussions were used to understand the audiences. Cadet Communications also had friends and family use the product so people could provide informal feedback on the product. This feedback was crucial to finding potential product improvements to develop goals for the product.

Summary of FindingsThe users of Zestar are more willing to lead a healthy lifestyle without trying. This application needs to posi-tion itself as a part of the daily routine for its users. There needs to be a more addictive quality about the product. Research shows that users of Zestar are relatively indifferent towards “lifestyle” and/or “diet” applica-tion wording. Therefore it is conclusive that the Zestar App can be positioned as a diet in the marketplace, but treated as a lifestyle for its users.


Make Zestar a household name in dieting.

Generate a “stickiness factor” for Zestar; make the product addicting. We know this is

important because the rates of downloads is higher compared to the number of actual

users.

Gain 10,000 new subscribers and users of the product.

Form multiple success stories of people who have used the app and successfully lost and

kept their weight off. Personal stories will help consumers visualize themselves getting

the results they desire from the product.

Make the product fun, interactive, and rewarding.

Through partnerships Zestar will gain awareness and buzz.

Planning for product maturation and decline due to lifespan of tech products.

Integrated Marketing Communications Objectives


Key Message: Losing weight is hard--Zestar gets you there.

Sub- Messages for Advertising and PR

“Put Zest in Your Step” A weekly theme that mixes a flavor with a health education benefit, such as garlic for the heart, or advantages to gluten-free. Also addresses the option of doing exercise to balance out some of the Calories if the user really wants a naughty snack, but then wants to get back on track.

“Why am I eating this?” The question mark users can click that offers educational benefits to the change in diet, i.e. veggies reducing risk of cancer, this item makes you feel more full, etc. “Zestar gives choices that fit any lifestyle.” Zestar is unique in that users can dodge all of the foods they hate to eat, and gives options if the meal option just isn’t what the user wants. It is a diet that is capable of fitting the lifestyle of any user. Beats Weight Watchers by being designed for a more introverted personality, having no meetings, and can fit a more on-the-go lifestyle.

Messaging


Integrated Strategy and TacticsKey Overarching Strategy: To educate and create awareness of healthy lifestyle habits.

Zestar is crafting a fun and trusted brand through education and creating awareness of healthy lifestyle habits,

without unknown side effects.


Post-Beta Application Improvements: Present - August 2012 Sub-Strategy One: Zest It Up! Fix the product and make app more engag-ing and easier to use to reinforce subscriptions--educating users how to meet their weight goals.

Product Testing: Cadet Communications Experiences Using Zestar: Cooking every meal is challenging Grocery list not functional Redundant meal choices Un-engaging design

Analysis: Through research and testing of the product it was concluded the app needs to be more interactive and rewarding to use.

Development: With this idea we have developed some ways to make the app more engaging for its audience. For example, creating “Zest of the day”. This is a tip/spice/idea of the day that helps make your meals more exciting.


Name ProposalFor iPad CC proposes the name Meal Matrix by Zestar. This name would reinforce that Zestar is an eating application and could also be used with future specialized diet apps such as Gluten Matrix or Diabetes Matrix. This is for future consideration


Marketing Strategy Phase One: August 2012 - December 2013

Sub-Strategy Two: Create awareness of the Zestar experience within target markets.

Advertising TacticsThe goal is to continue to market iAds, capping at 500 clicks a day (25 cents per a click, adding up to $125/day.) In addition to the iAds, CC plans to implement advertisements within grocery stores surrounding items of value for “healthy choices.” Therefore the brand will be syncratic with healthy meal choices. Another advertising platform will include placement in Lifestyle magazines such as Downtown Business Journal. This placement will target potential users and people who are already interested in leading a healthy lifestyle.


Public Relations TacticsZestar’s Public Relations platform will begin with the implementation of the Zesty Meals blog (zestymeals.wordpress.com). The goal for this blog is to be an online platform for nutritional facts and meal suggestions away from the application. Improvements will be made to the Twitter account with links to meals on the blog, links to healthy living articles and the hashtag #dailyzest to influence the social media users. A daily “Zest of the Day” tip and message will be provided via the Zestar Facebook account. In addition, links to the Zesty Meals blogs and other informational, nutritional blogs and articles will be posted on the Facebook page. These digital connections will help users create a relationship with the brand of Zestar. They allow for a sense of community and connection with other people trying to lose weight and form healthy lifestyle habits. CC believes that adding a “mommy” type blog onto the platform will hit home with the older, on the go consumer who frequently utilize online educational tools. The blog illustrates the importance of a home cooked meal and home cooking ideas.

News releases will be placed in Lifestyle Magazines and given to local news outlet to discuss changes adapted for the iPad version. The goal is to become a recognizable name within the health community. Local Talk show spots will allow for discussion of the product and its benefits and features. Zestar needs to educate and talk to people to explain the new dieting concept and the scientific approach to weight loss.

A final public relations strategy will be to have a street team that is within grocery stores (see B2B strategies) and having a physical presence at farmers markets. This team will be promote the application to people and encourage them to sign up for a the free two week trial. A street team will be able to discuss the value of this type of diet application and how it varies from a “typical diet.” Since Zestar is a new format, users need to be educated on how it is formatted and how it will affect their lifestyles. Much of the Public Relations campaign will rely on referrals from users to their friends. The referral program will be discussed when signing people up at events (grocery stores, farmers markets). Referrals that subscribe get user a 20% off on their subscrip-

tion when they make it past the two week free trial.


B2BGrocery StoresPartnerships with grocery stores based on where Zestar is most popular will allow for brand visibility in a location where people are already focused on food. This creates a presence within an apparent cross market. Hope-fully with the improved grocery feature on the application, Zestar signs and logos will be a reminder to buy healthy food items in order to successfully produce the meals suggested by the app. Zestar will provide coupons to drive traffic to the grocery stores that are partnered with it. As a tool to at-tract partners, the grocery stores’ receipt paper will include links to Zestar. Spheres into online grocery stores, however gives options to pre-select gro-cery items on list. Some of the suggestion grocery store partnerships for the Twin Cities include: Lund’s, Roundy’s (Rainbow, Festival) SuperValu (Cub), and Byerlys. National brands such as Simon Delivers and Whole Foods.

Additionally the partnerships with grocery stores will allow for the brand-ing of Zestar become a household name within the food industry. On the bottom of store receipts the Zestar logo will be printed with “Zesty Meal” tips and information about the app for customers to explore.

Mayo ClinicUtilize previously existing connections therefore the logical partner in terms of the diet approach is Mayo Clinic. With Mayo Clinic there is potential for having Zestar promotions within the medical community. In addition to doctors and nutritionists suggesting the use of Zestar to patients, a waived or reduced fee would be provided to users through Mayo Clinic. This allows for an exchange of resources, Zestar allows Mayo’s patients to use the app for the waived or reduced fee and in return Mayo guests blogs and increases the scientific credibility of the product. Releases in internal Mayo publications will aid in the promotion of the application.


Farmer’s MarketsAt Farmers Markets in major Metro areas, starting with the Twin Cities, the Zestar Street Team will have a stand with collateral items and promotional giveaways such as custom stress balls and drawstring backpacks to increase brand awareness. The Zestar Street Team members will be a resources for information about the scientific platform in which Zestar is formulated and the new approach to dieting. This is an ideal setting to create connections with health conscious individuals who are concerned about eating a balanced diet.


Zestar aims to prompt a fun and trusted brand through education and creating awareness of healthy eating habits.

Contact Info: Joy Solomon, President and COO Nomolos Inc. +1-612-555-2415, [email protected]

Embargo August 20, 2012

Minnesota State Fair: Recovering from the Calories Cheese curds at the Minnesota State Fair contain over 750 Calories. How are dieters

supposed to get back on track?

(Minneapolis)—Each year, “The Great Minnesotan Get-Together” throws even the most

disciplined dieters off track, with beer, fried items and everything else that makes the event a

treat. It is an annual tradition, but no one wants to pay the price the next day. Is there

anything to eat that won’t pack on the pounds, and what should we do after realizing we

have consumed twice the amount of our daily-recommended caloric intake?

Through collaborative efforts between scientists, nutritionists, and doctors, a new app

has been engineered based on an algorithm that makes a way for anyone to achieve their

goal weight. By suggesting ideal meals, and correcting the indulgences, it keeps users full and

gets the weight off. Users that binge on Pronto Pups and deep-fried Oreos can plug their

indiscretions onto the app, and from there it will get you back on track and keep you feeling

full, yet not State Fair bloated. With Zestar, a little discipline goes a long way.

With the launch of Meal Matrix by Zestar, new features make the app educational and

engaging to make losing weight easier. These features include a grocery list for users can plan

out their meals and a button explains the importance of the nutrition so users understand the

science behind the diet. With “Zest of the Day,” you can make meals zesty yet healthful.

Join the “Zest Revolution” by following our Twitter handle @ZestyMeals, including

your favorite #DailyZests,and reading our recipe blog (www.zestymeals.wordpress.com).

Zestar is dedicated to providing its users to live a healthier and happier lifestyle than they did

before using the app. Dieting might be hard, and we all need a treat, but Zestar will always be

there to get you back on track.

Keywords: iPad diet app, weight loss, nutrition, dieting, meal planning

###


Marketing Strategy Phase Two: January 2013 - December 2013 Sub-Strategy Three: Expand the Zestar experience to a national audience.

The overarching goal of phase two is to hit 10,000 subscribers by December 2013.We began Phase 1 locally, however to achieve the awareness we want CC will launch a na-tionwide campaign that adds to the already existing phase one tactics. Pitches to more na-tional content: i.e. Today Show, Own Channel (Spike TV if trends in young males continue, and the same idea behind following wherever the target market moves).

Launching Zestar into a major partnership with the nationwide health and fitness club, such as Lifetime Fitness for example, would generate national buzz. Lifetime Fitness incorporates similar beliefs and attributes as Zestar. Such as, building and maintaining a healthful lifestyle. Advertising in their monthly publication “Experience Life Magazine” would increase national and international press coverage since this publication is distributed to 22 different states across the United States and Toronto, Canada.

Zestar should also consider seeking partners with creative, “smart” technologies, such as Nike+ shoes. The idea is that this market is already using Apple technology (i.e. iPhone and iPod touch), while being a relevant cross market. Common interest with the products con-nected to will be held important to the brand identity of the promotion of a disciplined, healthy lifestyle. Nike’s motto Just do it. isn’t far from what a dieter needs to tell themselves to choose the greater benefit.


Pricing/Revenue Related Issues

There is a free two week trial when the app is first downloaded. The price of the app needs to

be placed higher than general diet apps for the perception to be of a higher quality. There is

a subscription charge after the trial period, the charges are outlined below:

One month: $3.99

Three months: $8.99

Six months: $8.99

One year: $19.99

Exceptions to the general pricing strategy occur with some of the B2B partnerships and the suggested referral program. With B2B partnerships, like Mayo Clinic, the subscription fees will be waived for users would have the appropriate access code provided through their involve-ment with Mayo Clinic. Reduced fees are also an option. Additionally, the suggested referral program (as mentioned in section VI, B, 2) will allow for a reduced subscription fee of 20% off when the referred person subscribes. Referrals will take place, not on a customer to customer base, but via in store marketing, i.e. signing up with the Zestar Street Team in grocery stores, etc...

DistributionThe app is currently available for iPhone users only, located in the app store. The product will be distributed through other platforms, such as Andriod, during phase one and two of the

marketing strategy.


Brand Vision

Zestar will prompt a fun and trusted brand through education and healthy eating habits.

In order to make Zestar a leading diet application, Cadet Communications plans to utilize an integrated, digital strategy. We will carefully measure suc-cess, examine strengths and weaknesses, and continue to alter our offerings

to cater directly to our consumers.


Implementation and ControlSchedule for ImplementationBy September 2012, we wish to have:1. Suggested improvements made before marketing re-launch

By the end of 2012, we wish to have: A business-to-business partnership with: Mayo Clinic National grocery store chain/provider Nutritional information as to why users are eating recommended foods Daily recipes, “Zest of the Day”, incorporated into recommended foods (Twitter)By the end of 2013, we wish to have: Coupon offers

Referral programs

Measurement and Spot test iAds’ success are measurable; we will further use these measurements as guidelines and goals to our success. By the end of 2013, we hope to have: 10,000 subscribers A place in Apple App Store’s Top 25 in the weight loss/diet app section 25% of Zestar subscribers following the Zestar blog: “Zesty Meals” 50% of Zestar subscribers following the Zestar Twitter: #dailyzest Increased retention of users Subscription rate up 50% of people who download the app are subscribing. Track click through rates of blog on Twitter

C. Budget: $500,000 will get us through the improvements stage and through phase one as well, all the way up to the flashpoint.

executive summary - the creative groupportfolios.creativegroup.com/c/51278/451457c32ffe... ·...

Documents