TEXAS MUSIC WATER THE MAKING OF AN ICONA CAMPAIGN BY DGBS

DGBS IS AMANDA SAFFER, CAMY GREISEL, DANIEL DIAZ, HUNTLEIGH BURKE, AND AUBREY JONES.

TABLE OF CONTENTS

02 Executive Summary03 The Challenge04 Situation Analysis Industry and the Brand The Competition07 Primary Research08 Campaign Objectives09 Big Idea10 Target Market11 Creative Strategy12 Media Strategy13 Traditional Media14 Non-Traditional Media15 Promotions, Etc.16 Budget and Evaluation17 Media Timeline

18 An Alternative Campaign

EXECUTIVE SUMMARY

We all go to concerts to lay back and listen to great music. But, we also go to witness what someone with exceptional talent looks like when they are at work. We want to show Texans that they can do more than just watch something great, they can also be a part of it. Texas Music Water hopes to unite Texas music fans to support the same cause.

We found that bottled water has a low to limited involvement level. Market research on bottled water shows that consumers are primarily concerned with cost.* When we asked our focus group what would get them to donate to a charity, they almost unanimously said more information on the cause.

We heard our consumers and designed a campaign that would get Austinites to recognize TMW’s logo and immediately associate it with the cause. This campaign will primarily revolve

around the logo using out-of-home executions all over the city. We will then invite consumers to get to know us better via social media to form a life-long bond through music. The most exciting part of this six month campaign is the intensity. We are going to start big and broad and end on a such a personal level that those who get to be a part of it will never forget the Texas Music Water guitar.

THE CHALLENGE

Texas Music Water’s low overall brand awareness may hinder future growth — especially in the low-involvement category of bottled water. Before the brand can expand statewide, we believe it’s critical for TMW to increase awareness and establish itself in its home market of Austin, Texas.

SITUATION ANALYSIS

STRENGTHSCharitable mission and good cause

Comparable price to popular water brands

Lightweight plastic, 100% recyclable

OPPORTUNITIESNew hotel agreements

Austin is “Live Music Capital of the World”SXSW, Fun Fun Fun Fest, other Austin events

TMW not yet sold at convenience stores

WEAKNESSESConfusing donation information

Low overall brand awarenessNo “superstar” musician support

Only comes in 24-pack cases (for now)

THREATSLow awareness of HAAM and SIMS

Environmentally-conscious consumersReusable water bottles rising in popularity

Poor economy decreases consumption

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SITUATION ANALYSIS: INDUSTRY & THE BRAND

Industry Trends & DemandThe fate of the bottled water category is tied to economic stability. Demand for bottled water in the last 10 years has risen and fallen with the strength of the economy, and more than half (56%) of consumers think lowest price is the most important factor in purchasing a bottled water.*

To better understand the low price orientation, we conducted surveys and focus groups to determine if this still held true if the water was associated with a charity. Participants said they’d be willing to buy a more expensive water brand if associated with a charity — but only if the charity was well known and they knew exactly where the

money was going.

Brand DiagnosisBefore DGBS conducted much research, we performed a simple brand diagnosis to determine where the Texas Music Water brand measured on four dimensions: Position, Pricing, Distribution, and Promotions.

POSITION

PRICING

DISTRIBUTION

PROMOTIONS

Texas Music Water is positioned as “the only water of its kind” according to founder Dean Wolfe. Namely, a water for musicians that donates to and supports the music community.

TMW’s pricing strategy is straightforward: it is being sold at the same price as popular brands like Nestle PureLife. This price allows 25 cents per case to be donated to the music community.

Although it is currently distributed primarily in Austin area HEBs and other stores, the brand will soon expand distribution to HEBs statewide.

Texas Music Water’s current promotions are focused on Austin area radio stations (informational spots, Reckless Kelly spots) and social media. The brand also does a lot of PR in the form of local events.

* Mintel — Bottled Water — March 2013

SITUATION ANALYSIS: THE COMPETITION

Texas Music Water doesn’t have to compete with other brands of water that donate consistently to non-profit organizations — because those other brands don’t exist. But this doesn’t mean that TMW has no competitiors. We’ve identified two primary competitors that Texas Music Water should be concerned with.

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Generic BrandsBecause of consumers’ increasing price consciousness (and 3 in 10 believe buying bottled water is a waste of money), generic brands may be considered primary competitors for Texas Music Water. If a price-conscious consumer opts for a bottled water, they’ll reach for a generic brand.

Nestle PurelifeAs of December 2012, Nestle owns over a third of the bottled water market share. The sheer size and influence this brand has makes it a primary competitor. Consumers may be loyal to Nestle, or if they aren’t, they may choose Nestle based on brand recognition alone.

PRIMARY RESEARCH

Our primary research methods include surveys, focus groups, and in-depth interviews and coupled with our secondary research revealed key insights regarding the Texas Music Water brand and bottled water consumption.

121 SURVEYS FOCUS GROUP INTERVIEWSOur small survey helped us identify a few key insights regarding Texas Music Water, including low brand awareness (about 11%), confusion about what the brand is and does, low prices and brand recognition as primary factors in considering bottled water purchases, and neutral attitudes towards non-profit orgs consumers aren’t familiar with.

Holding a focus group in the short amount of time we had to conduct research allowed us to talk to many people in one place about the TMW brand. The major key insights were that the label is potentially too bland and vague, and there is confusion about what TMW actually does. However, many people liked the thin, recyclable bottles.

Beyond our focus group, we conducted several interviews with Austinites to understand their thoughts towards TMW and bottled water in general. From these interviews, we’ve concluded that the TMW cause is something that a lot of people have no problem getting behind, but the brand can do a better job explaining that cause.

CAMPAIGN OBJECTIVESBRAND AWARENESSAccording to our survey, brand awareness for Texas Music Water in Austin is at 11%. Before TMW can successfully expand across Texas, awareness must first increase. Our objective for this campaign is to in-crease awareness by at least 20% via concentrated efforts.

BRAND KNOWLEDGEEven though the TMW brand name may seem self-explanatory, our research revealed that consumers are confused about what the brand name means. When asked what they thought it meant, consumers responded with everything from “conservation effort backed by Texas musicians” to “crystal glass musicians.” This knowledge, in addition to our findings that consumers are reluctant to support charities they don’t know about, calls for an increase in brand knowledge before the brand can thrive. We hope to increase brand knowledge by 10%.

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3BRAND INTERACTIONTexas Music Water’s partnership with Social Distillery makes it clear that the brand wishes for a strong online presence. Our campaign seeks to increase online interaction by 25%.

BIG IDEA: THE MAKING OF AN ICONBrand Idea Good water with a good price — and a good cause.

Big Idea: The Making of an Icon Texas is an iconic state. From the Alamo to the Dallas Cowboys, George Strait to Enchanted Rock, Texas is full of icons that Texans embrace and support with passion. Texas Music Water stands to be another Texas icon — if the brand can raise the awareness it needs.

SIMPLE

THOUGHT-PROVOKING

ICONIC

Sometimes the best way to break through the clutter is to be simple and straightforward.

In order to pique consumers’ interest in a low-involvement product, we must promote involvement with a thought-provoking campaign.

To bring the Texas Music Water brand and the guitar logo to a prominent awareness level in Austin.

Creative Vision Water may be a low-involvement product, but Texas Music Water doesn’t have to be. This straightforward campaign will use simple icon imagery to increase curiosity around the brand.

Tone Minimalist and intriguing.

This campaign is:

OUR TARGET MARKET

PRIMARY TARGET: AUSTINITES AGE 30-50 Who they are: Anna and David Connor, who are in their early 30s. Where they call home: South Austin suburb. Their life: Anna and David work in the heart of Austin, and thus commute to every day. Because they don’t yet have children, their disposable income is often spent on evenings out — they frequently enjoy movies, dinner dates, and concerts together. Why they buy bottled water: Brand affinity.

SECONDARY TARGET: AUSTIN MUSICIANS .Who he is: Jacob King, age 31. .

Where they call home: East Austin. . His life: Jacob plays at pubs every weekend with his band, The Beagles. Since .

the revenue the band brings in is small, Jacob has a day job at Sprouts. . Why he buys bottled water: It’s a good option because he’s always on the go. .

CREATIVE STRATEGY

To promote brand awareness for Texas Music Water, our creative strategy will follow the campaign pillars — Simple, Thought-Provoking, and Iconic — throughout all media and promotional executions.

OUR STRATEGY INCLUDES:• Focusing on only the Austin market in order to raise concentrated awareness.

• Updating the brand image and bottle label to be more clearly communicative of Texas Music Water’s mission.

• Associating the guitar logo with the greater support of Texas music through Texas Music Water.

• Putting the “brand in hand” of more consumers in the form of customer promotional items in order to increase word-of-mouth pass-along rates.

• Increasing the quality and share value of the brand’s social media content by concentrating less on musicians and more on consumers and fans.

MEDIA STRATEGYTRADITIONAL

NON-TRADITIONAL

PROMOTIONS

The Making of an Icon campaign goes for a back to the basics approach with a strong traditional outdoor presence. Vehicles: Billboards and Bus Wraps

Content is key for the non-traditional portion of the campaign. Creating an online presence that is engaging is our mission.Vehicles: Twitter, Facebook, Instagram, Youtube

Putting Texas Music Water in downtown venues that play live music will consistently keep the brand top-of-mind in the appropriate locations.Vehicles: Coasters, Swizzle Sticks

ETC.We have a few recommendations for the brand to benefit from this campaign — namely changing the design and copy of the bottle label and packaging.

TRADITIONAL MEDIA

Outdoor BillboardsBillboards will launch the campaign with a strong start and continue to be featured at various locations throughout the 6 months of the campaign.

The simplicity and iconography set the tone for the rest of the campaign.

King Kong Bus WrapsFour Capital Metro bus routes will feature minimalist The Making of an Icon Texas Music Water ads for a period of 6 months. Commuters who frequently ride and pass by these routes will be exposed to the brand on a daily basis, increasing brand awareness and recognition among this group.

NON-TRADITIONAL MEDIA

TEXAS ICONS TRIVIA & FUN FACTS

COVER VIDEO CONTESTWe know our target market heavily uses social media platforms, but brand interaction is low. By offering interesting and engaging content for fans (not just musicians) across the brand’s social platforms, we will increase interest and interaction where it is lacking and put Texas Music Water on its way to becoming an iconic and fun brand.

Throughout the campaign, TMW will use social media to disseminate fun facts about famous Texas icons like George Strait, the Alamo, the Longhorn, and more. And since tweets with links get 86% more engagement, we’ll include those, too!* Every week will have a different icon as a theme, and every month will be punctuated with a trivia contest in the same vein. TMW swag (like t-shirts, backpacks, etc.) and other fun prizes will be given away to winner(s). Hashtags to use: #TXMW, #texasicons

At the peak of our social media campaign, we will announce a video contest to reach out to our secondary target. With a grand prize of $5,000 (which can be used for studio time or new music equipment, etc.) and Texas Music Water gear, talented musicians all over Texas will be inspired to participate.

The premise is simple: Submit a Youtube video covering an iconic Texas song via social media with the hashtag #makemeanicon. Texas Music Water will choose the best submissions and host a 2-week voting period on texasmusicwater.com. This will drive traffic to the site and get more people involved.

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* Open Forum, “How to Improve Your Twitter Engagement Rate”

CONSUMER PROMOTIONS, ETC.

LOGO COASTERSDisposable coasters will be placed at bars and pubs in the downtown area as well as at music venues around Austin. The coasters, which will feature the guitar logo prominently, will ensure more Austinites see the guitar on a regular basis.

SWIZZLE STICKS (NOT PICTURED)Swizzle sticks will be placed at similar venues. These consist of plastic sticks with the TMW guitar on top and are used for mixing cocktails. The swizzle sticks will also aid in brand recognition, especially focusing on the TMW guitar.

TMW will position itself in locations popularly visited by Austinites. Directly seeking out our target and placing TMW in that environment will aid in reaching our goal of brand awareness.

NEW LABELThis label more prominently features the guitar, making it easy to spot after being exposed to our campaign. The most important change, however, is the updated copy, which more clearly defines how TMW works. We recommend a packaging re-design in the same vein.

MEDIA BUDGET AND EVALUATION

EVALUATIONBecause all media in this campaign will prominently feature the texasmusicwater.com website link, we will measure an increase in website traffic as an indicator of campaign success. We expect a 25% increase in website traffic.

For the non-traditional media portion of our campaign, success can be directly measured via an increase in followers and likes. The number of retweets, @replies, and comments across all social platforms will also be measured to evaluate an increase in interaction.

MEDIA TIMELINE 2014

E. Ben White Blvd

I-35 N @ 4th St

607 Anderson on 183

183 @ Anderson Mill

I-35 S @ Oltorf

OUTDOOR BILLBOARDS

Capital Metro

Capital Metro

Capital Metro

Capital Metro

BUS ROUTES

SOCIAL / ONLINESocial Media Trivia & Giveaways

Video Contest

AN ALTERNATIVE

PRIMARY TARGET: RURAL TEXANS AGE 45-65 Who they are: Carol and David Richardson, late 50s. Where they call home: Rural Texas Their life: David his own auto shop in the nearest city and listens to local radio during his daily commute. Anne works from home as an accountant and shops for the family in the closest town 15 miles away. Anne and David’s cattle farm serves as a solid source of secondary income. Why they buy bottled water: Their local supply is not ideal for drinking.

CREATIVE STRATEGYOur second alternative focuses heavily on traditional tactics to reach Texans in rural areas of the state. Heavy radio advertising across 109 rural stations coupled with in-store HEB promotions in rural areas will promote awareness of the Texas Music Water brand among rural Texas communities

Texas rural radio reaches over 3 million Texans per week, making it an ideal vehicle to get the word out about Texas Music Water. And because Texas Music Water can be found in every HEB in Texas, in-store pamphlets and standables at point of sale will increase brand awareness and give incentive to consumers to purchase water supporting a charitable cause.

BUDGET OVERVIEWSince the entire campaign is based around frequent radio advertisements across rural texas and in-store HEB promotions, we recommend the following budget allocation:

Radio $60,000HEB Promos $40,000