Table of ContentsTable of Contents

Situation Anaylsis 4 - 8

Company History 4 Marketing Mix 5 Brand Analysis 6 Competitive Analysis 7 Competitive Matrix 8

Research 9 - 10

Survey 11 - 12

Target Audience 13

SWOT Analysis 14

Objectives 15

Creative Executions 16 - 20 The Big Idea 16 Non- Traditional 17 - 19 Traditional 20

Media Strategy 21 - 23 Media Plan 21 Flow Chart 22 Evaluation 23

Situation AnalysisS

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Situation Analysis

4

The Klean Kanteen company is family owned and was started in Chico, California in 2004 by Darrel Cresswell and his children, Jeff Cresswell and Michelle Kalberer. The Klean Kanteen Company is an originator in the stainless steel industry and jumped into the reusable beverage container market before the current widespread concern about health and environmental issues in relation to Bisphenol-A (BPA) being found in plastic containers worldwide. The company was founded because the Cresswell family wanted to give people something longer lasting and safer than aluminum or plastic containers. Klean Kanteen wanted to offer a lightweight, reusable, body-friendly bottle free of bisphenol-A, and a bottle durable enough to last a lifetime. KleanKanteenhasgrownoverthepastfiveyears from a tiny, upstart company to a leader in the stainless steel bottle industry. In 2006, the company brought in one million dollars, and in only two years time projected sales of eighteen million dollars in 2008. During this time, Klean Kanteen has taken significantstepstowardloweringtheirenvironmentalfootprint through consideration and adjustments in every aspect of their facilities and practices. Ensuring their office paper is 100% postconsumer content,providing hand and dish soaps that are fair trade and eco-friendly, and using Energy Star-certified officeequiment, are just a few of Klean Kanteen’s earth-in-mind internal operation choices. In addition to including environmental and fair labor consciousness in their business practices, Klean

Kanteen partners with local, national, and international organizations to support efforts toward health, clean drinking water, and protecting the environment. The Klean Kanteen brand is dedicated to product and service excellence and treats their customers like good neighbors, and their partners like dear friends (KleanKanteen.com).

 

Mission:“Not all metal bottles are created equal when it comes to health and human safety….Sure it costs more to produce a stainless steel bottle compared to aluminum or plastic, but we’ve always thought you were worth it. At Klean Kanteen, our goals are simple: to provide affordable, high quality beverage containers and accessories that are good for people, and good for the planet.” - The Cresswell Family

Company History

Marketing MixMarketing Mix

Product: The Klean Kanteen brand brings a new way of thinking and drinking to the reusable beverage container industry. First released in 2004, Klean Kanteen was started in Chico, California made,of items found in the local hardware store. Five years later, Klean Kanteen is still the same family- owned and operated company. Klean Kanteens aremadeof100%stainlesssteelthreads,18/8food–gradestainless steel, and boasts features such as large mouth openings, easy to clean curves, BPA- free caps, and being eco- friendly & recyclable. The company prides itself on a “design engineered for function in every way.”

Price: The price for a Klean Kanteen is slightly above the average for reusable containers because of the high quality materials used to make them. Prices range from $19.95 to $27.95 for a classic bottle and $16.95 to $32.95 for the wide style. Accessories for the Klean Kanteen range from $2.99 for carabineers to $8.99 for insulated totes.

Place: Klean Kanteen is largely known on the internet and on its internet site kleankanteen.com. Klean Kateen is steadily making a name for itself in the reusable beverage container market. YoucanfindKleanKanteensatREI’snationwide,specialty stores and others that support and cater to those who live healthy, active, green, alternative lifestyles.

Promotion: Klean Kanteen has no advertising and extremely limited promotion other than its website. You can findKlean Kanteen on social networking sites such as Facebook and Twitter. Klean Kanteen also has a monthly photo contest on Flickr. These websites allow interaction between Klean Kanteen and their consumers. Klean Kanteen has also received a large amount of positive press for their philanthropic work that supports the healthy people and healthy world that the Klean Kanteen company is so dedicated to, creating a positive brand image amongst consumers.

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Brand AnalysisBrand Analysis

Klean Kanteen has branded itself as a leader in sustainable companies that promotes consumers to be both environmentally friendly and healthy through their products. As creators of one of the original stainless steel containers, Klean Kanteen has dedicated itself to the advancement of reusable drinking containers, and also to the advancement and the push for a more eco-friendly world. Klean Kanteen is involved with many philanthropic organizations including: 1% for the Planet, Healthy Child HelathyWorld, ClifBarGreenNotes, The Breast Cancer Foundation, and Nature Bridge. Klean Kanteen not only wants to be known for their revolutionary products, but also as a company who gives back to the world around them.

 

 

 

 

 

6

Visual Branding Visual Elements

Klean Kanteen comes in an array of colors that can be found in nature. Names such as: Indicator Red, Green Moss, Orange Sunset, Ocean Blue,BlackEclipse,PinkRenewal,TreeBark, andBrushedStainless go along with the eco-friendly position that Klean Kanteen takes. Klean Kanteen is available in multiplesizestofitconsumersneeds.ThereisalsoaSippy cup lid for young users as well. Klean Kanteen updated their logo to look more modern by changing its lettering, layout, and adding a splash of color. Klean Kanteen has also adopted the motto: “Not all Metal Bottles are Created Equal”, which refers to the design and features that makes Klean Kanteen a step above the rest.

 

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CompetitionCompetition

Competing Brands

Klean Kanteen is a leader and originator in the stainless steel water bottle industry. Other leading name brand beverage containers such as CamelBak, Nalgene, and Sigg compete with Klean Kanteen in the mid to high price range market. The average reusable bottle price ranges from $15.00 to $35.00 with Klean Kanteen priced at about $20.00.

It is important to note that all of the companies offer different sizes and features that effect pricing. Reusable beverage containers that are not namebrand and can be found at grocery stores, gas stations, and one stop shop locations such as Walmart also provide competition with Klean Kanteen because they offer a similar product at a much lower cost.

Finally, Klean Kanteen competes with the plastic water bottle industry overall as the reusable container market works to convert non-reusable container users to reusable container users. Beyond promotions and the competing companies websites, all of the competitors do limited advertising with Nalgene, CamelBak, and Sigg doing the only true advertising within magazines that focus on outdoor recreation such as camping, biking, and rock climbing.

Situ

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CamelBakNalgene

Sigg

Competitive MatrixCompetitive Matrix

CamelBak

Philosophy

Drink Smarter

- Drink responsibly- Genuine Nalgene, ask for it by name

- Nestle Pure Life- Ice Mountain-n-Pure as the Driven Snow

Founded in 1976 dustributing Perrier and now

owns 15 of the country’s best bottled water brands

Started a trend of

making similar products of name

brands for a cheaper price

The original Swiss Bottle

Founded in 1949 and started producing water bottles in the 1970’s

A European favorite that started in 19990 and came to the USA in 2005

N/A

- Made of BPA

free Eastman

Tritan

Co-polyester- Stainless steel

container- Wide variety of sizes, shapes

- Made out of aluminum with an

inside coating- Variety of sizes and caps- 100’s of color and design options

- Available in

aluminum, plastic,

stainless steel and a wide variety of shapes, sizes, and colors

Wide variety of sizes and also

flavors

Based in California and found 1989, CamelBac is the originator and world leader in hands

free hydration

- Stainless Steel- Insulated Option- No tip bite valve - also sell hands free hydration systems

- Online- Sporting good stores- Outdoor gear

�

suppliers

- Online- Sporting good stores- School book stores- Other specialty shops

- Online- Sporting goods stores- Specialty Stores

- Online- Grocery Stores- Retail outlets- One-stop shops- Gas Stations

- Online- Grocery Stores- Vending Machines- One-stop shops-Gas Stations

Turn in your old BPA

aluminum bottle for a free insulated CamelBak stainless steel bottle

- Nalgene Choice- New online aid to

help consumers pick the Nalgene product best for them

Express your

originality and enjoy

the functionality and quality of a Swiss design with our SIGG

Many companies and organizations

purchase generic

bottles and put

their name in them

Nestle Pure Life’s Go Play Campaign asks families to collect labels and Nestle donates to the children’s school

$24.00$12.00 $20 - $30 $7 - $15 $5 - $8 / 24

pack

Availability

Promotions

History

Price

Design

Feature

Nalgene Sigg Generic Nestle WaterBottles

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ResearchResearch

In-store research at the retail stores that sell Klean Kanteens and competing beverage containers has given our group better insight as to where Klean Kanteen stands in the reusable beverage container industry. The research also helped us see where improvements could be made to build brand awareness and improve consumer perceptions of the company. Because there are no Klean Kanteen retail stores, the observational research that our team gathered was from Dick’s Sporting Goods store, Walmart Super Center, Shawnee Trails, and the local neighborhood Co-Op Grocery store.

The first store visited was Dick’s SportingGoods and they did carry the Klean Kanteen brand, butwehadaveryhardtimefindingitwithinthestore.AftersearchingforKleanKanteenswecouldonlyfindone bottle, which was placed on a shelf along side clothes and hats. It was unclear if the Klean Kanteen was placed in this location on purpose or by mistake because therewasno specific locationwhere theywere kept. The sales associates explained that they only carry the brand at certain times during the year, primarily in the summer months. However, when the brand is carried many customers purchase them. The competing brands like CamelBak and Nalgene were the main reusable bottles that they carried. They were located in the far right corner of the store and also on kiosks in the middle of the store.

Walmart didn’t carry the Klean Kanteen brand. They only carried the generic Wal-mart brand

of reusable water bottles. They were all located in the plastic reusable Tupperwear section, except for a few in the sporting goods section. The associates had never heard of the Klean Kanteen brand and were notawareofthebenefitsofusingthem.

Shawnee Trails, a locally owned outdoor gear outfitter, did carry the Klean Kanteen brand andhad quite a wide variety of sizes, colors, and styles, including the water bottles and the wine carafe. The Klean Kanteen products were located in the center of the store on a Klean Kanteen display case. The display usedatShawneeTrailswasthefirstandonlydisplaywe had encountered for the brand and it was very simple and unimpressive. The store owner said that the Klean Kanteens sold pretty well, but that Nalgene and CamelBak were still the most popular.

At the local Neighborhood Co-Op Grocery there were no Klean Kanteen products. The main brand they carried was Sigg and a brand called Go Green. They were located in the back of the store wherepeoplecanrefilltheirgallonwatercontainers.The sales associate said that the store does not carry the Klean Kanteen brand, but she was aware of the brand and was surprised that the store did not carry Klean Kanteens.

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Research

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Observational Research

Research Con’tResearch Con’t

To better understand how consumers view the Klean Kanteen brand and the reusable beverage container industry overall, our team conducted a focus group consisting of seven college students. Twomale and five female students participated inour focus group. We asked a variety of questions about reusable containers in general, including if they used reusable containers, what brands they use or have heard of, what their position was on being environmentally friendly, and if they had ever heard of the Klean Kanteen brand. Not one of the seven focus group members had ever heard of Klean Kanteens. The leading competitors of Klean Kanteen were not mentioned either, but generic brands from stores such as Wal-Mart and Target were the most used by the focus group members because of the low price and convenience at which the bottles could be purchased.

Everyone in the focus group, male and female, had similar answers to all of our questions. Overall, about half the group considered themselves to be somewhat environmentally conscious, and willing to take at least small steps toward living greener lifestyles. The participants were also aware of the negative effects of water bottles that are not recycled fillinguplandfills.Ontheotherhand,thegroupwaspredominantly unaware of the negative health effects thatcanresultfromrefillingplasticbottles, includingthe very unsanitary germ infested nature of a reused water bottle, and the fact that the bottles could release harmful chemicals into the water and their bodies.

Price was one of the most important factors our participants focused on when considering the purchase of a reusable beverage container. The entire group thought that the Klean Kanteen was overpriced. There was a general consensus that if Klean Kanteens were less expensive or given out as complimentary samples, the members would be much more likely to use one. However, when we informed them about the ways in which Klean Kanteen gives back to the community, and that the company’s values and ideals are strongly influencedbyhelpingpeoplemaintain their health and ahealthyplanet, the group agreedthatthiswoulddefinitelyhelpswaytheiropiniononwhetherornottheywouldbuyaKleanKanteen.Furthermore,thefocusgroupparticipantsweresemi-satisfiedwiththeaestheticsofthe product, and enjoyed its durable quality. Everyone agreed that if the brand could have a more personalized aesthetic or was designed to represent a certain cause or organization the group would be more likely to purchase a Klean Kanteen.

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Focus Group

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SurveySurvey

Our survey was posted on Google docs and was filled out by 107 participants. The studyparticipants were predominantly female, between the ages of 18 to 24 and are currently attending college. The survey proved to be very valuable in evaluating the attitudes of our target audience and gaining insight into their awareness of the Klean Kanteen brand and other reusable beverage containers. Please see the appendix for the complete survey questions. Thefirstsectionofoursurveywasdesignedto gain a better understanding of consumer’s buying habits of plastic bottles and the attitudes held about them. We thought this would be a good way to help understand why people use plastic over reusable containers. We found that the majority of the study participants do purchase plastic bottles and half of them use three or more bottles a week. This information gives a good idea of just how high the consumption of water bottles actually is, and also shows that there is a large population of people who could potentially be converted to loyal reusable beverage container users.

It was also important for us to find outif consumers understood that plastic bottles are harmful toward the environment, and that their reuse ispotentiallyharmfultothemselves.Resultsrevealedthat our survey participants agree that plastic bottles are harmful to the environment; but the majority of themrefilltheirplasticwaterbottles,andbelievethatdoing so is helpful to reducing their carbon footprint.

This information is valuable because we now know that people think they are helping their environment and thus themselves by refilling theirplasticbottles,while in realitythey are risking their health and eventually still putting plastic bottles into landfills, whichare two problems the Klean Kanteen brand is positioned against.

Average Number of Plastic Bottles Used Per Week

Section 1

Response to Refilling Plastic Bottles

Reusing Plastic Bottles is a Good Way to Lessen Carbon Footprints

Plastic Bottles Harming the Environment

No

Yes

59%

41%

9 or more

6 to 8

3 to 5

0 to 251%

26%

13%

10%

11

0 10 20 30 40 50

Strongly Disagree

Disagree

Neutral

Agree

Strongly Agree

19%

8%

44%

25%

5%

0 10 20 30 40 50

Strongly Disagree

Disagree

Neutral

Agree

Strongly Agree

1%

13%

48%

34%

4%

Survey

Survey Con’tSurvey Con’t

The second section of our survey asked questions about people’s use and attitudes toward reusable beverage containers. We were happy to see that a majority of respondents did use their reusable drinking container because it is better for the environment which matches values of the Klean Kanteen brand. However, the fact that 84 of the 107 respondents already own a drinking container and thatonly30%oftherespondentshadheardoftheKlean Kanteen brand helped us identify the weakness of low brand awareness, and also that converting consumers to the Klean Kanteen brand will be one of our biggest challenges. The survey showed that reusable beverage containers can be purchased at every type of store and are also given out as free promotions, which shows that Klean Kanteens need to appear more available in order to compete with the other brands.

The third section of our survey was designed to gain insight into consumer attitudes and purchasing habits of eco-friendly/green products because theKlean Kanteen company is founded on the principles of being a sustainable company with eco-friendly production and promotion. It was great to see that 95 of our participants use green products. However, the cost of such products is what keeps consumers from purchasing them more often.

Furthermore, it was excellent to see that the majority,77%,ofstudyparticipantsareinterestedinmaking changes in their lifestyles to become more eco-friendly, which could easily be done by using a product such as the Klean Kanteen. Also, 88 of study participants are more likely to purchase a product that supports a cause they believe in. This indicates that by framing the Klean Kanteen brand in a way that shows people they are not only purchasing a greatqualityproduct,butalsofulfillingtheirdesiretobecome more eco friendly will send a good message and create a positive relationship between the brand and its potential and current consumers.

Section 2

Section 3

Reusable Drinking Container Owners Awareness of Drinking Container Brands

Eco-Friendly Costs Keep Consumers from Purchasing

No

Yes

79%

21%

0 10 20 30 40 50 60 70 80

Other

Enviro New Wave

Camelbak

Klean Kantene

Sigg

Nalgene18%

29%

57%

18%

63%

9%

0 10 20 30 40 50

Strongly Disagree

Disagree

Neutral

Agree

Strongly Agree

27%

11%

44%

15%

4%

12Surv

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on’t

Target AudienceTarget Audience

The primary target market for the 2010 Klean Kanteen campaign will consist of both males and females between the ages of 18 to 34 living in or around Chicago. The target audience is well educated and has either attended college or is attending college at the moment, making them web savvy and in touch with technology. These people are health conscious and lead busy active lifestyles, and have an appreciation for the outdoors. They have interest in entertainment, sports, fashion, and the green movement. .

The secondary target market for the 2010 Klean Kanteen campaign consists of males and females 35-54 with families. These people are also well educated, health conscious, and environmentally aware. These people are older and more successful than the primary market, giving them a larger amount of spending money. Also, people who are married with families will want to make purchases that are good for themselves and their loved ones. This group of people will give the brand an opportunity to be adopted by entire households, and become the beverage container of choice for family outings.

Primary SecondaryAwareness of Drinking Container Brands

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Target Audien

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SWOT AnalysisSWOT Analysis

•Strongeco-friendlybrandidentity•GreenMarketpopularityontherise•Theproductcanbeusedbyallages•Anoriginator,andthustrustworthybrandin the stainless steel beverage container industry•Positivephilanthropiccompanyidentity•Ultimatelyhelpsconsumerssavemoney•BPAfree•Makerofhighqualityproducts

•Lackofadvertisingingeneral•Price•Lowbrandawareness•Lackofaestheticdesignoptions•Availabilityinpopularretailoutlets

•Advertisingandpromotions•Aidingpeopleinlivinggreenerlifestylesby making a statement, and a difference in their health and the environment•Potentialconversionofheavyplasticbottleusers to reusable containers•Createanichemarketforstainlesssteelcontainers vs. plastic and non BPA free•Createabuzzaroundthecompany’s actions that combat negative environmental and health issues

•Lessexpensivegenericbrands•Competingbrands,whosecompanies are older and more well known•Saturatedreusablebeveragecontainer market•Anycompanythatputstheirbeverage in a plastic container•Manypeoplealreadyown reusable containers

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ObjectivesObjectives

The Klean Kanteen brand has a huge opportunity to promote the brand in a big way because the level of promotion they do now is miniscule. One of the main goals of the 2010 Klean Kanteen campaign is to build brand awareness in the Chicagoland area.

- Increase awareness of the Klean Kanteen brand among our primary and secondary target audiences in Chicago and the surrounding suburbsby45%inthefiscalyear2010

- Build interest in the brand and drive consumers to the Klean Kanteen website and social media, suchasFacebookandTwitter,tofindoutmoreinformation about the brand and to make purchases.

-BuildconsumertraffictowardlocationswhereKlean Kanteens can be purchased

Because Klean Kanteens brand awareness is so low, we think that it is important to drive sales at both retail outlets and online to take advantage of the online and instore shopper markets. Klean Kanteen does not have its own store, and many of its retail outlets are small scale. This means we need to drive consumers to the bigger name retailers where the Klean Kanteen is available, suchasREI, andalsopushwebsitepurchases. And so, our main marketing objective is to increase the annual sales of Klean Kanteens by15% in theChicago landareabetweentheonline store and other retailers.

Focusing on the Chicagoland area, the 2010 Klean Kanteen campaign will make use of its budget of $100,000 efficiently by spendingless than 25% on traditional media, includingtheinternetandtheLtrainanduse75%ofthebudget on nontraditional touch points that will resonate in consumers’ minds by helping us to build brand awareness and increase sales.

Ourgoalistoreach25%oftheprimaryand secondary target audience at least three times throughout the campaign, and attempt to reachthemfivetimesthroughouttheyearlongcampaign.

Communication Marketing Media

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Objectives

Creative ExecutionsCreative Executions

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The Big IdeaKlean Kanteen: Bottled Up? Break Free.

 

The Klean Kanteen brand is an eco-friendly, healthy, and positive choice in reusable containers for both people and the planet. The Klean Kanteen Company believes in sustainability and breaking free from the overconsumption of goods that are harmful to people and the environment. Being a part of the Klean Kanteen family involves taking action in one’s ownlifetomakemovestowardpositivechange,andthatissomethingtocelebrate.TheKleanKanteen“BottledUp?BreakFree.”Campaigncapturestheessenceofthebrandbycallingpeopletomakeaconsciouslifestylechoicethatwillbenefitthemselves and the world we live in.

Non-Traditional AdvertisingNon-Traditional Advertising

Street Team Refill Station The Klean Kanteen Crew will take the Klean Kanteen“ Bottled Up? Break Free.”Campaign to the streets in the months of May through October. Teams will consist of 5 or 6 members who travel around the city on bikes in Klean Kanteen gear talking to people about Klean Kanteens, creating a buzz around the Klean Kanteen brand, and setting up a trivia wheel at prime locations where people can take advantage of the opportunity to win Klean Kanteens, as well as magnet coupons. The Klean Kanteen Street Team will have a presence at events such as the Grant Park Music festival, and locationssuchasNavyPier,theLakeShoreDrivebike path, College Campus’s, Millennium Park, Museum Campus, and other heavily populated areas.

TheKleanKanteen refill stationswill help reach the“BottledUp?BreakFree.” Campaign’s primary goal of building brand awareness amongst Chicagoans by creating an experience with the brand that is memorable and also encouraging people to lead healthy and active lifestyles for themselves and the planet which is a keyvalueoftheKleanKanteencompany.TheKleanKanteenrefillstationswillbeplaced at three different popular summer events in Chicago: The Taste of Chicago, The Chicago Blues Fest, and The Wicker Park Summer Fest which cumulatively bring in 3,660,000 attendees a year. The stations will consist of Klean Kanteen branded tents where people can come and have their reusable water containers or previously used plastic water bottles filled and refilled throughout the day. The tents will be placed at central locations at each of the outdoor festivals, and a very large Klean Kanteen helium balloon will float above each location so that the tents can be easily located, used as a landmark for festival navigation, and ensure that all festival attendees are aware of the Klean Kanteen brand. Klean Kanteen team members will distribute water and also encourage people throughout the festivaltomakeuseoftherefillstation.Thefirst100peopletorefilltheircontainerswill receive a free Klean Kanteen everyday of each festival. Klean Kanteens will be availableonsiteforpurchase,and25%offon-linepurchasemagnetcouponswillbedistributedtoeveryonewhomakesuseoftherefillstation.Also,aKleanKanteen“BottledUp?BreakFree.”StickerwillbeplacedoneveryplasticwaterbottlethatisrefilledtocovertheexistinglabelandremindconsumersthatKleanKanteenisthe best choice when purchasing a reusable container.

 

 

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Non-Traditional Con’tNon-Traditional Con’t

Lollapalooza Klean Kanteen Cool Off Stations

Chicago Style Klean Kanteen

Recycling Bin “Bottled Up? Break Free.” Advertisements

The cool off station at LOLLAPALOOZAmusic festival will consist of a Klean Kanteen water fountain that will go off every hour on the hour for twenty minutes where people can come and have a fun and unique experience with the brand and take the opportunity to cool off in the extreme heat of the August festival. The fountain will be accompanied by the Klean Kanteen street team who will encourage people to enjoy the fountain, take pictures that can be retrieved on Klean Kanteen’s facebook and flickrpages, and also encourage interaction with the brand through trivia games and Klean Kanteen promotional giveaways.

The members of the Klean Kanteen team decided that it would be ideal to create a limited edition Chicago style Klean Kanteen reusable container. This particular Klean Kanteen will feature the Chicago skyline on the front of the bottle, as well as the Klean Kanteen logo. Creating the Chicago style Klean Kanteen, will help the Chicago target market identify with the brand.PotentialKleanKanteencustomerswillbeabletofindthis limited edition Klean Kanteen at each of the events that Klean Kanteen participates in as well as online and at local Chicago retailers.

Recycling bins offered by the FreeGreenCanRecycling Company supplies large Chicago festivalswith recycling cans in exchange for revenue created by advertisements placed on the cans for only a $1.00 a day. AccordingtoFreeGreenCanRecycling,Adsareopento“any environmentally responsible company, organization or person,” helping the sponsor “build a green reputation. Klean Kanteen will place advertisements on these recycling cans in order to capture the attention of environmentally conscious people and encourage people to switch from plastic bottles to a reusable Klean Kanteen. Klean Kanteen will advertise on 100 cans at each of the following festivals: Taste of Chicago, Blues Fest,ChicagoAirandWaterShow,andLollapalooza.

 

 

 

Non-Traditional Con’tNon-Traditional Con’t

Chicago Triathlon Expo BoothChicago Green City Market Tote Giveaway

College Gym Advertisements

The Chicago Triathlon is the largest triathlon in the world. The Multi Sport and Fitness Expo is the mandatory site of the triathlon registration packet pickup for the triathlons’ 11,000 participants, and is visited every year by over 18,000 sports enthusiasts. Klean Kanteen’s booth at the Expo will give the brand premium exposure amongst leading athletes who are both health and environmentally conscious. Klean Kanteens will be available for purchase, and the Klean Kanteen team will be present to encourage interaction with the booth through trivia and Klean Kanteen promotional giveaways. Magnet coupons will also be distributed at the booth.

Chicago’s only year round farmers market is the perfect place to reach consumers who believe in leading healthy, active lifestyles for themselves and the planet. The Chicago Green city market supports and promotes local, sustainable agricultural practices and places it’s success in the hands of their 80,000 “conscientious and caring” consumers. Klean Kanteen reusable shopping totes, and coupons will be distributed every Saturday that the market is indoors, November 7th through April 24th. The totes will serve as great touch points for the Klean Kanteen brand, and will be reused over and over again to keep Klean Kanteen at the top of consumer’s minds every time they shop.

There will be two types of advertisements placed in the gyms and recreational centers of the following colleges;DePaulUniversity,LoyolaUniversityChicago,Columbia College Chicago, the University of IllinoisChicago,andtheUniversityofChicago.First,posterswill be placed around the gyms and recreational centers with our logo and tagline. Second, advertisements will be placed in cup holders that are attached to the work out machines. These small advertisements are designed to look like a Klean Kanteen so that it appears as if a Klean Kanteen is in the cup holder. This will hold peoples attention while they spend time working out. Thebenefitsoftheseadvertisementsarehighvisibilityand exposure while building a relationship directly with the consumers. It is also convenient and cost effective.

 

 

 

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Traditional AdvertisingTraditional Advertising

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Klean Kanteen “L” Train Advertisements

Online: Facebook, Flickr, Twitter

Klean Kanteen believes strongly in the benefits of public transportation topeople and the environment. And so, Klean Kanteen will be purchasing all of the ads withintwocarsonChicago’s“L”railwayinordertocreateanoticeableandmemorableKlean Kanteen brand experience for train riders. Instead of placing ads sporadically throughout the railway system Klean Kanteen will take over a car on each of Chicago’s twomostpopularrailways,theRedLineandtheBlueLine,whicharefrequentlyriddenby both students and professionals which will allow the ads to be seen by both the primary and secondary target audiences. These ads will be placed during the three winter months, December through February, and will maintain a bright, clean, positive tone and color scheme so that people can have an aesthetically pleasing experience while they ride the train and learn about the Klean Kanteen brand while being encouraged to visit the website and make a purchase.

The“BottledUp?BreakFree.”Campaignwillalsoinvolvecreating a larger online Klean Kanteen community in order to build brand awareness. This will involve Klean Kanteen making an effort to friend as many Chicagoans as possible whose interests include sports, health, outdoor recreational activites, music festivals, and so on. The Klean Kanteen Flickr contest will remain, but will be publicized more via Facebook and Twitter to build the number of participants. Also, instead of only Twittering sporadically, the Klean Kanteen company will tweet everyday at least once a day with newsaboutthecompany, interesting factsaboutthebenefitsofusing Klean Kanteens, and offer special discount offers.

 

 

 

 

Media PlanMedia Plan

Both

Secondary

Primary

2% 1%

97%

The Klean Kanteen team has come up with many ideas and events to reach our primary and secondary target audiences. The events that we chose to promote the Klean Kanteen reusable container were very effective in reaching both of our target audiences in theChicagoarea,97%tobeexact.1%ofouraudiencewas reached through providing our secondary audience withreusabletotebags,andtheother2%wasreachedthroughLollapaloozaandWickerParkFest,whicharemusic events that a lot of our younger target audience attends during the summer months.

The largest part of our budget, 54.9%, wasallocated toward Klean Kanteen being a presence at summer events in Chicago, which will make up almost a quarter of our impressions. Less than a quarter ofour budget was spent on traditional media, but these advertisements will receive the most impressions becauseofthehighridershipofthe“L”train.Finally,27%of our budgetwas allocated to non- traditionalmedia that create memorable touch points for the Klean Kanteen brand among consumers.

We have allocated the majority of our budget to events, like the Blues Festival, that will give us 3.9 million impressions,. We chose these types of events because we thought it would be a great opportunity for the Klean Kanteen brand to make it’s presence known in the Chicago community and make a memorable lasting impression on Chicagoans as a brand that is both responsible and fun. Duetothe“L’s”highridership,thelargestnumberofimpressions,over11million,will come fromour traditionalmedia at the lowest costofonly 18%ofourbudget. Non -Traditional media makes up the least amount of impressions, but willbebeneficialinthefrequencywithwhichweareabletoreachconsumers.

Target Audience Reach

Impressions

Budget Breakdown

Events

Non-Traditional

Traditional3,910,000

111,12011,315,610

Total 15,335,730

Non-Traditional

Traditional

Events27.1%

18%

54.9%Total $100,000

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EvaluationEvaluation

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Evalu

ation

AnoverallevaluationoftheKleanKanteenBottledUp,BreakFreecampaignwilltakeplaceattheendofthecampaign.Klean Kanteen online and retail sales from the Chicagoland area will be evaluated along with the number of page views on the Klean Kanteen website. We will also be monitoring the Klean Kanteen facebook and twitter accounts to see if there has been an increase in the brand’s friends and followers. Finally, a survey will be administered after the campaign to evaluate Klean Kanteen brand awareness among Chicagoans, in order to assess if we have successfully reached our goal of increasing brand awareness by45%.

 

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AppendixAppendix

Dearsurveyparticipant,weareJournalismstudentsatSouthernIllinoisUniversity.Weareconductingthissurveyfora class project dealing with the use of reusable drinking containers. By taking this survey you are helping to build a better understanding of consumer attitudes, knowledge, and use of reusable drinking containers. We ask that you answer all questions honestlyandtothebestofyourability.Thankyoufortakingthetimetofilloutthissurvey;itisgreatlyappreciated.Pleasefollowthe instructions carefully.

Drinking Bottles Survey

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