We don’t create advertisements for the sake of advertising.
We advertise for sake of generating results.
Intro
• Mitch Joiner Customer representative from the hive
• At the Hive we really admire the quality and free trade values second cup
stands for
About us
• The Hive is a full service advertising agency that has been in business since
2004
• It is a multinational corporation which is owned and run buy 6 working
partners.
• In the past they have had success with many major brands such as: Caramilk,
Coca Cola, Rogers, Reebok and Jack Daniels
• The Hive is your advertising specialist when it comes to creating unique and
memorable campaigns that are sure to meet all of your needs
About Notes
• Full service Marketing agency in business since 2004
• It is a multinational corporation run by 6 working partners
• Owner: Andy Krupski
• success with many major brands such as: Caramilk, Coca Cola, Rogers, Reebok and Jack Daniels
• Specialist at creating unique and memorable campaigns
• *What is the most important thing you want customers to know about Second Cup?
• *What would define the type of customer Second Cup is currently trying to target?
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Do you feel this is the most effective target and why?
• What is Second Cups toughest obstacle surrounding expansion and success in the future?
Services Offered
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Brand Blueprinting
Strategic Planning
Connection Planning
Brand Blueprinting
Strategic Planning
Connection Planning
Corporate Identity and Design
Digital Strategic Planning and Integration
Online Advertising and Site Development
Social Media Communication and Amplification
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Print, Outdoor and Broadcast Advertising
Proprietary Brand Experiences
Brand Promotions and Fulfillment
Sponsorship and Event Activation
Street Level and Field Marketing
In-Venue Advertising and Activations
Retail Merchandising
Core Values
We believe in invent what’s right.
We believe in core values.
We believe in independence.
We believe in the last inch.
We believe in sticky.
Values note
• We believe not in what’s easy, or what’s expected or even what’s most profitable. We believe in
inventing what’s right
• We aim to make your product or service relevant in helping people achieve values that are important to
them
• As mentioned We are owned and operated by 6 working partners and offer a full line of services
• A big idea is only big if it stretches all the way to the moment of contact between the brand and the
consumer. This is often the difference between advertising for advertising’s sake and advertising that
generates results
• When you’ve never seen anything like it before, when you simply have to share it with others, when it
touches something inside of you, when you can’t get it out of your head: That’s a sticky idea at work
Industry Trends
Industry trends notes
• Out of Home advertising has rapidly grown in the last 3 years
• Shifted from 3% to 42%
• Video is the most effective tool used for online branding
• Social media effectively used to promote branded content and online video
Why Choose the Hive
• Out of the box thinking
• If we can’t find the perfect combination of mediums to meet your needs, we will invent new
ones
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Full service agency
Specialize in the beverage industry
Work closely with clients
Experience with Major brands
• Ex. Reebok, Dole, Coca Cola, Corona, Rogers, Kraft Foods, Cadbury
Why choose the Hive
• Out of the box thinking
• If we can’t find the perfect combination of mediums to meet your needs, we will
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invent new ones
Full service agency
Specialize in the beverage industry
Work closely with clients
Experience with Major brands
Ex. Reebok, Dole, Coca Cola, Corona, Rogers, Kraft Foods, Cadbury
Events
• Some of our past event campaigns which have been very successful
was our work with Jack Daniels
• Involved hosting live music events as well
• The “Legendary Mash” campaign contributed to double digit
growth in most international Jack Daniel’s markets around the world
for that fiscal year
Events notes
• contributed to double digit growth in most international Jack Daniel’s
markets around the world for that fiscal year
• Really branded and built jack daniels into what it is today
• They now fully entrust the hive to handle their events
• Also did Studio no.7 and global print campaign for jack daniels (music
events)
• Built Jack Daniels into the major brand it is today
Viral Video
• We previously created a highly successful viral video campaign
for the launch of a new Reebok Sidekick lll hockey stick
• After fans and players saw the video of Sidney Crosby using the stick
they couldn’t wait to get their hands on it upon the product’s launch
Viral video notes
• highly successful viral video campaign for the launch of a new Reebok
Sidekick 3 hockey stick
• Has been viewed more than one million times on youtube
Contests
• Previously ran a highly successful Campaign called “Make Your Face a
Maynards” which won Maynards and the Hive the Best of Show Award
Contests Notes
• Won best in show award for this campaign
• also won three gold's for Best Integrated Campaign, Most Innovative Idea or
Concept and Best Activity Generating Brand Awareness
• a 360-degree program that included TV, OOH, interior transit, cinema posters,
interactive digital boards, online banners and promotional packaging. All roads led
to Maynards’ Facebook page
• consumers could upload a picture of their best candy face and use our Make Your
Face a Maynards app to turn their face into a Fuzzy Peach, a Sour Patch Kid, a Sour
Cherry Blaster or a Swedish Berry.
Television
• Previously had a very successful campaign with Caramilk
• Created 16 commercials showing real Canadians on their quest to find the golden key to
the Caramilk secret
• Has made Caramilk the #1 selling bar 2 years in a row
Television
• Successful campaign with Caramilk
• Created 16 commercials showing real Canadians on their quest to find the
golden key to the Caramilk secret
• In year 2 featured real Canadians in the commercials on their quest for the golden key
• Who ever finds the key gets $250,000 dollars
• Has made Caramilk the #1 selling bar 2 years in a row
Out-of-Home
• Coupled with other mediums the “Screme Eggs Campaign” grew from 9,000
to 62,000 Facebook likes within weeks of the campaigns launch
• Engagement levels were even more impressive, with up to 20% of fans talking about
the campaign
Out of home notes
• Integrated tv commercials, out of home and social media
• Told the tail of a good vs evil story and fear of an impending “goopocolypse”
• targeted at kids and kids at heart
• grew from 9,000 to 62,000 Facebook likes within weeks of the campaigns launch
• Up to 20% of fans talking about campaign
• Since its launch, the campaign’s been picked up by Cadbury in the UK and has been
featured on Devour, Adweek and Fast Company.
Breast Fest Campaign
• Breast Fest is a very special film festival where breast cancer stories are
shared through
• Festival received international attention
Breast fest notes
• Films showcased women who were directly or indirectly effected by breast
cancer
• The Hive created several web and print assets that drove traffic to the
Rethink film festival website
• Festival received international attention from the likes of Marketing and
Strategy Magazines, it created an opportunity for those whose lives have
been affected by breast cancer to come together to support each other and
their cause.
Benefits of Choosing the Hive
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Work closely with clients
Strong reputation for results
Offer a full line of services so nothing is outsourced
We monitor and make changes to the campaign based on feedback
Out of the box style of thinking
Benefits Note
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We work closely with clients to create exactly what you want
Strong reputation for results -shown earlier in campaigns
Offer full line of services means nothing is outsourced
Agency monitors and changes campaign based on feedback
Work towards producing something different than the rest
Cost
Item
Cost
Local TV Ad
$2000
National TV Ad
$250,000
National Newspaper Ad
$45,000
Magazine Ad
$1500
Billboard Ad
$100,000
Website
$10,000-15,000
Radio Ad
$100-350
Social Media (Facebook, Twitter etc.)
Recommended to be done In-house
544 King Street West, Toronto, ON M5V 1M3,
info@thehiveinc.com
Phone: 416-923-3800
Fax: 416-923-4123
Cost note
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Tv ads only 30 seconds
Newspaper just one issue
Magazine is full page
Billboard is 1 month
Radio
350=breakfast
225=afternoon
100=any other time
• Would you be interested in working with the Hive to start expanding
on and diversifying your marketing strategy today?
Campaign Example 1
• Innovative website
• Lots of features tied in to integrate media types
• Social media (Twitter, Facebook, Instagram, Pinterest) integrated to website
• Contest run through social media
• Local television ads run around Toronto location
Campaign Example 2
• Focused on the unique flavours and blends Second cup offers
• Targeted for a younger “Hipster Audience”
• Contest for who can new flavor broadcasted through
• Billboard, National TV, Viral video
• Street level advertising to be used outside locations
Campaign Example 3
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Local television ad about new store location layout in Toronto and promo
Targeting business and school commuters
“once you try one you’ll always be heading for your second cup”
promoting event such as free small coffee one morning
• Billboard, social media, breakfast radio
Cost
Campaign
Platform 1
Platform 2
Platform 3
Platform 4
Item
Website
Social Media
Local TV
Contest
Price
$10-15,000
In-House
$2,000
$10,000
Item
Billboard
National TV
Viral Video
OOH
Price
$100,000
$250,000
$2,000
In-House
Item
Local TV
Billboard
Social Media
Radio
Price
$2000
$100,000
In-House
$350x14
Total Cost
Campaign 1
$22-27,000+
Campaign 2
$370,000
Campaign 3
544 King Street West, Toronto, ON M5V 1M3,
info@thehiveinc.com
Phone: 416-923-3800
Fax: 416-923-4123
$104,900