red mango
campaign executive summary
The Mad-ers have outlined a comprehensive campaign with a budget of 25,000 dollars from January 23rd to May 31st, 2012
for the Red Mango franchise in Austin, TX. The recommended plan is positioned towards health-conscious college students
currently living in Austin; yogurt will be directed to college-aged females, and smoothies to both genders.
While most yogurt spots follow under the umbrella category of “healthy”, this is not entirely the case for our competitors.
This fact devalues the statement that Red Mango yogurt is “healthy”—Red Mango’s product is probiotic and brings many
positive things to the customer’s health unlike Red Mango’s competitors which are simply low-calorie or contain additives you
must pay extra for. This campaign intends not only to increase sales and brand perception for Red Mango, but sets out to
change consumer’s perception of what “healthy” really means. The central goal of this integrated marketing campaign is to
reposition Red Mango Austin as a local franchised company who cares about its consumers’ complete health by giving them
the best health value for their money and a place for social activity.
Furthermore, Red Mango has positioned them as the tastiest frozen yogurt company, but this is not a statement that the target
customers believe. It was discovered that the majority of yogurt and smoothie consumers are health conscious individuals
and embrace a proactive healthy lifestyle. Focusing on health rather than taste will reposition Red Mango in the consumer’s
mind, increase brand awareness, drive store traffic and increase sales.
As every campaign should have measurable standards, the majority of the events and placements we have recommended have
quantifiable amounts of impressions and feedback to set as benchmarks for Red Mango’s current and future success.
The hybrid campaign outlined in this plan book creates an aggressive strategy utilizing in-store promotions, event sponsorships,
newspaper, outdoor, search keywords, mobile, and social media. With such a broad spectrum of media and promotion tactics,
The Mad-Aders will effectively change the public opinion on what it means to be healthy and leave its impact on the local
community.
2
situation analysis
3
overview
company evaluation
product evaluation
consumer evaluation
competitive evaluation
SWOT
problems and opportunities
4
red mango company evaluation
As part of an in-depth analysis of frozen novelties and consumers, the Red Mango brand, and the industry as a whole, the
Mad Ad-ers have conducted a intercept survey consisting of 118 intercept surveys, a focus group of 10 females, and a Qualtrics
survey of 93 Austin, TX respondents. This research was done in conjunction with secondary research to develop an overall
understanding and to guide our strategic communication objectives for January to May 2012.
Red Mango strives to bring healthy food options to the
customers of its 135 locations across the United States. It has an
“ongoing commitment to provide the healthiest, tastiest and
most innovative treats, snacks and meal replacements for our
active and health-conscious consumer.” Red Mango was the first
retailer of frozen desserts to receive certification by the Yogurt
Association’s Live & Active Culture Seal as well as the AKA stamp
of approval from celebrity dietitian, Ashley Koff, validating the
dessert as a healthy product. Red Mango has also won an array
of local awards commending their product’s taste.
The company has a loyalty program called “Club Mango.”
Customers register a gift card and receive points for each
purchase, and with every 500 points earned, the customer
receives a five dollar gift card to Red Mango. Our focus group
observations indicated that students like places that have
loyalty programs and they might even be more likely to visit a
venue with one. Customers belonging to a loyalty card
program on average visit twice as often, and spend four times
as much money at that business. However, the Red Mango
loyalty program is not heavily advertised or promoted at the
Austin location.
5
www.redmango.com, www.ashleykoffapproved.com, Red Mango Austin Facebook, Zagat, punch’d, Focus Group
red mango company evaluation
From observations in the focus group and from online reviews on Yelp, we have assessed that consumers are not happy with this
particular Red Mango. Red Mango Austin, overall, is ranked poorly on Yelp and other online review sites. Consumers indicate that
the taste is different than other Red Mango stores they have previously visited. In addition, Red Mango was ranked first the least
amount of times and ranked the lowest (number 5 or 6) more than any other store in the in-store intercept survey.
In a measure of performance, the average ticket price at Red Mango Austin is only three dollars compared to Red Mango’s College
Station location which averages four dollars a ticket in sales.
In the past Red Mango Austin has focused primarily on promotions with campus organizations
through profit shares and contests with the Panhellenic sororities. The store has done very little advertising, only placing a coupon
in the Student Discount Handbook that comes out at the beginning of the semester. Red Mango’s efforts to challenge its
competitors have not been speculated to be successful.
Red Mango is struggling to keep up with the other frozen yogurt and smoothie spots because it entered the market at least nine
months after each of them. The other spots had a head start to engage consumers and develop brand loyalty.
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Yelp.com, Bill Chinn, Student Discount Handbook, Focus Group, Intercept Survey
welcome to west campus…
As displayed by the map below, the West Campus neighborhood is saturated with frozen yogurt and smoothie spots.
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…now google red mango
However, a simple search of both products sold yields 0 Red Mango results on the first page.
Google, Bing!
8
product evaluation
red mango product
evaluation
Red Mango serves two main products - frozen yogurt and
smoothies. They offer a form of parfait called “Spoonable
Smoothies”. Although not very known and advertised, it has been
serving the industry’s first probiotic iced tea as well.
Red Mango’s yogurt at UT Austin store location costs 39 cents per
ounce. It carries 12 frozen yogurt flavors. Smoothies have two sizes –
medium costs $3.95 and large costs $4.95. Consumers have the option
of adding boosts to their smoothies and each boost, ranging from
immunity to protein, costs 65 cents. The type of protein is whey, the
purest and best form of animal protein, containing 20 grams. Red
Mango carries 49 toppings for the frozen yogurt and it even carries 3
flavors of Ghirardelli sauces, honey, and banana, sliced at customer’s
request.
As stated before, Red Mango’s yogurt has an advantage over most
frozen treats because it is the first frozen yogurt that meets National
Yogurt Association criteria for Live & Active Culture Frozen Yogurt.
Consumers from our focus group generally believe that Red Mango is
healthier than most other yogurt chains. And while Red Mango was
nationally rated Best Smoothie/Frozen Yogurt and Top Healthy Options
by Zagat, it is far from the case locally. Consumers in West Campus feel
that Red Mango is the worst tasting frozen yogurt according to our
surveys and focus group research. While Red Mango may be one of
the leaders in frozen yogurt business nationally, it does not fare well
locally.
In-store observations, Bill Chinn
9
product evaluation
product
evaluation
Red Mango designed
the UT Austin store with Starbucks’
store concept in mind. Starbucks has an atmosphere
that leads to customers wanting to stay at their stores as
their “third place” after home and work. Starbucks has a
fairly dark and soothing environment with plenty of
comfortable seating in and outside the store, along with
soothing jazzy music. Red Mango, in contrast, has a
bright environment that consists of red and white which
are the two brand colors and it does not have a single
couch, but sleek chairs. In our focus group, we found
that most people go to frozen yogurt places as a social
activity or for a healthy treat, not to study, read or get
something done.
Interestingly enough, the CCO of Red Mango recently
released that Red Mango may begin serving hot
chocolate with Ghirardelli chocolate in the near future,
but details are still being released about this new
product. The Austin location of Red Mango currently
does not offer this product but is good to keep in mind
for the future.
Red Mango does have a big screen TV but unlike its
competitors, it is always off. For this fact, Red Mango is
unable to retain customers for long periods of time with
no alternative forms of entertainment outside of music
and conversation.
Focus group, In-Store Observations, Red Mango Austin Facebook
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the frozen novelties market
Frozen yogurt stores are part of the larger coffee and snack
shop segment, holding a U.S. market share of around six
percent. With profits reaching $1.6 Billion in 2011, industry
analysts expect an increasing demand and an improving
economy will be cause for “intense competition” for the future.
The ice cream/frozen novelties market is a mature market,
meaning that “growth” is less about attracting new consumers
as it is about taking consumers from one area of the market
and placing them in another. While consumers are spending
less on ice cream than they did three years ago, frozen yogurt
purchases have risen by 12 percent.
Although 89% of respondents from a Mintel survey felt that
frozen yogurt is healthier than ice cream, only 39% of
respondents actually prefer it to ice cream. Overall participants
said “taste” was the most important attribute of a healthy
snack and cited a lack of indulgent flavor in frozen yogurt. The
study also indicated that expanded variety is key to enticing
consumers, as 69% of respondents indicated that they would
eat more frozen yogurt if they were given more options.
Mintel
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consumer evaluation
The Red Mango consumer and users of the generic ice cream/frozen novelties category are comprised of both male and female University of
Texas students and college-age individuals. Typically residing within or near the West Campus neighborhood, they commute to class and
elsewhere in the immediate area by foot. It is speculated that the majority of these consumers are highly involved in the UT community by
way of athletic teams, and/or participation in Greek life and other student organizations.
Through focus group observations, we found a number of characteristics relevant to consumers of these products:
Consumers of frozen yogurt and smoothies hold brand preferences that tend toward the extremes.
Some considered themselves highly brand loyal, while others base purchase decisions in large part by convenience of location.
The majority of consumers see the nutritional value in these goods, but make little distinctions between brands based on this.
Elements of taste and price are highly influential in their purchase decisions.
On average, consumers who consider themselves regular users of the
frozen novelties category purchase these products on a once-a-month to a
two-to-three times a month basis. The purchase of these products often
revolves around a social context involving two or more individuals. As
evidence of this, results from the in-store intercept survey indicate 28
percent of respondents visited a venue of this category for social reasons,
narrowly beating out a general wanting for these products.
Reasons Why Respondents Like Their Favorite Location
Fresh
Other 6%
7%
Environment
8%
Variety
19%
Frequence
0%
Location
7%
Health
6%
Price
1%
Taste
46%
Mintel, Focus Group, Intercept Survey
Reasons Why People Visit Yogurt/Smoothie
Shops
Want
26%
Study
2%
Crave
10%
Health
19%
Trial
1%
Snack
3%
Promotion
5%
Other
6%
Meet
28%
Furthermore, people’s influencing reasons for ranking a yogurt
shop as their “#1 favorite place” include Variety and Price
ranking the highest.
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consumer evaluation
The majority of Red Mango consumers are female as indicated in our survey results. Women make up 3 out of 5 regular
yogurt consumers in the U.S. as of 2008. The speculated reasoning for this is the fact that yogurt in general is perceived as an
affordable, all-natural, and healthy food option enjoyed by consumers bearing active and social lifestyles.
According to another study by Mintel, “while women have traditionally been more receptive to health and diet positioned
foods, men may be increasingly more receptive.” This evidence suggests that marketing efforts in the ice cream and frozen
novelties category, directed solely toward the female consumer may be ill-advised and that male interest in frozen treats is
growing. In keeping with this notion, the Mad- Aders have uncovered through primary research, that males typically consume
smoothies with a higher frequency than their female counterpart.
Male Smoothie Purchase Frequency
Female Smoothie Purchase Frequency
2-3 Times a
Week
5%
Once a Week
14%
Once a Week
8%
Once a Month
43%
2-3 Times a
Month
38%
Mintel, Intercept Survey, Qualtrics Survey
vs.
2-3 Times a
Month
28%
2-3 Times a Week
4%
Once a Month
60%
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consumer evaluation
In both the intercept survey and Qualtrics survey distributed online, Red Mango received some discouraging results when
compared to its direct competitors. People ranked Red Mango as their favorite yogurt shop the least amount of times out of
any of their competitors by a drastic margin:
#1 Ranked Brand Preference
30
25
20
15
10
5
0
YP
SK
Jamba
JT
RM
Swirll
Mintel’s study also indicated that two target customer segments may currently be overlooked as future prospects. Certain
ethnic groups with a prevalence for obesity were also singled out, specifically African-American and Hispanic women between
the ages of 40-59, who can benefit from the healthy alternatives Red Mango provides.
Mintel, Intercept Survey, Qualtrics Survey
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competitor: jamba juice
Since losing sales during the economic downturn in 2008, Jamba Juice has focused on promoting
the freshness of their ingredients and the health benefits of their smoothies.
Overall, students who responded to our survey visited Jamba Juice around two to three times a
month with an average visit time of 7.75 minutes, indicating a ‘grab-and-go’ mentality for the
majority of their consumers. Respondents purchased from this location for a variety of reasons,
however the the greatest percentages cited health, cravings for specific smoothies, and wanting a
smoothie as their motivation.
Reasons Survey Participants
Visited Jamba Juice
Want
30%
Crave
27%
Health
23%
Meet
10%
Jamba Juice also scored very high in brand awareness, taste, and health consciousness with
consumers, indicating an overall positive healthy image and firm positioning in consumers minds
that reflects their advertising and promotion efforts. Jamba Juice consumers also display a
heightened sense of loyalty.
In an effort to differentiate itself from the competition, Jamba Juice has been experimenting with a
number of additional offerings over the past year as part of a newly expanded product line. On the
west coast a more prevalent threat has emerged in this chains latest venture, their own spin on
frozen yogurt, called “Whirl’ns.” With these 10, all-natural, fruit based flavors of yogurt now
expanding to over 100 stores in California, the anticipated success of this addition brings the
possibility of greater obstacles for Red Mango.
Mintel, Intercept Survey, Datamonitor, Factiva
Competitor Location: 2300
Guadalupe St Austin, TX 78705
Product: 28 smoothies, fruit &
yogurt parfaits, tea, coffee, hot
cocoa, energy drinks, orange juice,
carrot juice, green tea shots and
baked goods
Past Promotion: holiday season, for
free smoothie with gift card
purchase $25 or more
Brand Awareness: 94%, the highest
of all competitor locations
Average Visit Length: 7.75 minutes
Average Length of Customer
Loyalty: 3 years
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competitor: jamba juice
Guadalupe Store Interior
Atmosphere: small, not a lot of seating
Jamba Juice tastes good and has
a good variety
Reasons Why Respondents Prefer Jamba
Juice
Other
4%
Location
4%
Fresh
7%
Variety
23%
Health
4%
Taste
58%
Jamba Juice also scored very high in brand awareness, taste, and health consciousness with consumers, indicating an overall
positive healthy image and firm positioning in consumers minds that reflects their advertising and promotion efforts. Jamba
Juice consumers also display a heightened sense of brand loyalty.
Intercept Survey
16
competitor: swirll
Swirll’s menu offers 12 different flavors of yogurt, 15 different fruit toppings, and 12 dry
toppings. Swirll offers the most unique variety of options with toppings like lychee, logan, and
pomegranate seeds.
Reasons Survey Participants Visited
Swirll
Promotion
20%
Snack
5%
Crave
5%
Want
40%
Meet
30%
There is currently only one Swirll location in Austin, however there are five other locations spread
throughout Texas. They are predominantly located in Houston, and have a partnership with the
Houston Rockets and regularly advertise at their games.
Swirll offers a frequency stamp card program that allows customers to get $4 off their eleventh
purchase (minimum purchase of $3 is required to get each stamp, 2 stamps on Mondays). Because
they are in close proximity to the UT campus, the bulk of their promotional activities in Austin focus
primarily on students. Students with I.D.s save 10% from 5 to 7 p.m and recently Swirll partnered with
the University Co-op to have an eight-pound yogurt eating contest, complete with live music and free
prizes from JanSport.
Intercept Survey
Competitor Location: 2310 Guadalupe
St Austin, TX 78705
Product: 16 yogurt flavors available at
one time, approximately 50 toppings; 4
flavors of fruit and yogurt smoothies
with option of adding whey protein,
soy protein, or fiber
Pas Promotion: official partner of the
Houston Rockets (advertise in the
arena) , frequency stamp card
program, gift cards
Brand Awareness: 85%, the highest of
all yogurt competitor locations
Average Visit Length: 21.5 minutes
Average Length of Customer Loyalty:
~1 year
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competitor: swirll
Guadalupe St. Store Interior
2 flat screen tv’s always playing sitcoms,
MTV, or music videos; individual health
facts for each flavor of smoothie
Swirll tastes good and is fresh
Reasons Why Respondents
Prefer Swirll
Variety
7%
Fresh
19%
Other
0%
Environment
6%
Location
6%
Health
6%
Taste
56%
Despite Swirll being in what is perceived to be a “great” location, it was not the big reason why people came to the yogurt
shop. The seating is limited and the space is inefficient, but it appears that Swirll has capitalized on a good-tasting recipe for
their yogurt and toppings.
Intercept Survey, Primary Photo
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competitor: yogurt planet
Yogurt Planet is a locally owned Austin business with three locations in north, south, and
central Austin. Although the Triangle location of Yogurt Planet is located outside of the West
Campus neighborhood, research into our target market indicated this shop is a primary
competitor of Red Mango. Students were not deterred by the physical distance of this
location and were observed to predominately travel to it by car, in groups of two people or
more.
Why People Came to Yogurt Planet
Want
30%
Snack
5%
Other
15%
Crave
10%
Health
15%
Meet
25%
Despite the funky and somewhat clashing elements of the store, there is a sincere effort to
associate this brand with health and nutrition. The walls of Yogurt Planet are lined with
photographed images of fruit as opposed to the offerings that are their name sake.
Nutritional facts of each flavor a prominently displayed atop each yogurt dispenser. An
article highlighting the healthy benefits of frozen yogurt is positioned in area where patrons
obtain their cups.
Competitor Location: 4601 N. Lamar
Blvd Austin, TX 78751
Product: 12 flavors of yogurt (changed
weekly) 40 toppings, fruit smoothies
Past Promotion: profit shares with
organizations w/community, social
media (inactive)
Brand Awareness: 48%, the lowest of
all competitor locations
Average Visit Length: 38.5 minutes,
the longest of all competitor locations
Average Length of Customer Loyalty:
~1.7 years
Note from the survey that people had stayed here the longest out of any location. This
could be because people drive here and therefore stay longer.
Intercept survey
19
competitor: yogurt planet
Interior of Yogurt Planet
Funky, clashing elements, fun to stay
Yogurt Planet is very well rounded in
all areas of its offerings
Reasons Why Respondents Like Yogurt Planet
Environment
5%
Other
6%
Variety
28%
Location
17%
Price
5%
Health
11%
Taste
28%
Although this location is well outside the bounds of West Campus, we have witnessed an influx of college students visiting
Yogurt Planet in the late evening hours. Over half of those randomly surveyed came to this location out of a general wanting of yogurt
and as a place for convening with friends, not due to brand loyalty. This indicates two areas where red mango can gain influence.
Intercept Survey
20
competitor: smoothie king
Smoothie King ‘s national slogan is “develop a good habit.” Smoothie King has
the most variety of any competitor. There are currently seven Smoothie King
locations in Austin, but the primary competing location is located less than two
blocks away from Red Mango.
Reasons Survey Participants
Visited Smoothie King
Want
21%
Meet
21%
Health
48%
Snack
5%
In 2011, Smoothie King focused their promotions primarily on weight loss and
organic options, debuting two brand new smoothies and launching an
interactive Facebook campaign. Smoothie King announced the arrival
of their Organic Apple Acai Smoothie to satisfy the rising demand for organic
food and beverages. By partnering with Nutrition53, Smoothie King
created the Lean1 smoothie locally, a smoothie specifically designed to help
consumers lose fat, curb hunger and tone muscle.
Mintel, Intercept Survey, Datamonitor, Factiva
Competitor Location: 504 W. 25th
Street Austin, TX 78705
Product: 66 smoothies combinations,
weight loss capsules, vitamins,
supplements, sports drinks
Past Promotion: profit shares,
frequent buyer card, mobile loyalty
card, VIP membership, in-store
brochures
Brand and one of the highest
Average Visit Length: 19 minutes
(median & mode 10)
Average Length of Customer Loyalty:
2.3 years
21
competitor: smoothie king
Smoothie King tastes good and is
24th Street Store Interior
likeable for a variety of reasons
Atmosphere: efficient, outdoor porch seating
Reasons Why Respondents Prefer Smoothie
King
Frequency
21%
Variety
16%
Other
5%
Healthy
21%
Taste
37%
More people cited health reasons for coming to Smoothie King than any other competitor. That being said, upon further
observation of Smoothie King’s ingredients, Red Mango’s smoothies are actually made from more healthy, less sugar-y
ingredients. Smoothie King’s perceived health is what is bringing customers.
Intercept Survey
22
competitor: juicytart
JuicyTart Yogurt in Austin is currently the only JuicyTart location in Texas and the United
States and is considered an Austin local business.
In the surveys, JuicyTart respondents considered the location to be a better hang out spot,
better place to study, and overall considered themselves to actually be healthier than those
who purchased Jamba Juice or Smoothie King, both nearby places.
Reasons Survey Participants Visited
JuicyTart
Health
17%
Want
17%
Study
6%
Promotion
11%
Other
5%
Meet
44%
In a recent development, our teamed has noticed a re-vamping of the Juicy Tart pricing
model. Diverting from the common, weigh-and-pay method of billing yogurt customers by
either a stroke of ingenuity or by accident (rumored to be both), Juicy Tart has begun
charging its customers based on a rather imprecise eyeball method. At this point we are
unsure of the success of this alteration in the pricing element of the marketing mix, but due
to the continuation of this strategy, it definitely something worth tracking. Whether the
consumer appreciate a perceived added value by this measure of cost, or they view it as
inconsistent, only time will tell. It may just be one new way this shop is differentiating itself
from the competition.
Mintel, Intercept Survey, Datamonitor, Factiva
Competitor Location: 504 W. 24th
St. Austin, TX 78705
Product: 12 rotating yogurt flavors
at a time, 50 toppings, flavored
teas, yogurt smoothies with
tapioca, bubble tea, energy drink
Past Promotion: Tart Lovers Club,
Punch’d Mobile loyalty card
Brand Awareness: 72%
Average Visit Length: 35.67
minutes
Average Length of Customer
Loyalty: 1.1 years
23
competitor: juicytart
24th Street Store Interior
Atmosphere: on second story, dimly lit,
soft colors, has balcony and indoor
seating
JuicyTart’s environment is its
biggest asset and is well rounded
Reasons Why Respondents Prefer JuicyTart
Frequency
14%
Other
21%
Taste
29%
Environment
36%
This location gives the air of a “third place” as its downstairs neighbor, Starbucks, has famously created for its customer base.
The interior strays from the sterile, stark white design that Red Mango and so many other yogurt shops have created and
encourages people to stay longer.
24
Intercept Survey
competitive conclusions
Red Mango had the lowest recall of all locations
with multiple stores in multiple cities
Red Mango would not fare well as a study location
due to its bright colors and limited seating
Most people said they disliked a place simply
because they were unfamiliar with the brand name
Taste is a very important factor in frozen novelty
preference
People stayed longer at locations that had parking
Respondents came most frequently for cravings and
to meet with people
25
25
SWOT
Strengths
• sells frozen yogurt and smoothies
• offer unlimited and unrestricted samples
• healthy desserts
• national awards
• one location in Austin
• upbeat music and bright colors
Opportunities
• proximity of non-competitor stores (Pluckers)
• validated parking
• adapt Austin culture as a supplement to being healthy
• males consume smoothies in greater frequency
• 1,100 student organizations at UT Austin
• 2,300 Panhellenic women at UT Austin who are prime
yogurt consumers
Weaknesses
• inconvenient location
• general perception of negative taste
• uncomfortable environment
• customer service
• lacking flavor variety compared to other locations
• does not offer complementary water
Threats
• competitors have had longer exposure at UT Austin
• people don’t have time to wait for smoothies
• other locations have unrestricted parking
• Smoothie King and Jamba well known chains for
smoothies
• Jamba Juice is set to launch the incorporation of frozen
yogurt as part of their regular menu
• Juicy Tart’s pricing strategies bring consumers more
perceived value for lower cost
26
26
problems
Recall for Red Mango is not high
People are unaware of Red Mango’s full
product selection
The general consensus is that Red Mango
does not taste good; taste is the most
influential in ranking decisions
Red Mango’s store layout is not completely
optimized
Customers see Red Mango as a chain
restaurant rather than a local business
27
27
opportunities
Red Mango brings positive health benefit to
the consumer and is truly healthy as opposed
to its competitors
Red Mango has a location in the center of
West Campus
Males consume smoothies at a higher
frequency
Social Media is relatively untapped by other
competitors
Recycling is a major part of Austin culture
2828
brand position
29
overview
positioning statement
opportunity statement
target market
30
positioning statement
Red Mango’s award-winning smoothies and
frozen yogurt are made from the finest
ingredients, and are delivered to consumers
at the greatest health value per ounce, and
per dollar. Red Mango embraces all
elements of health: mind, body, and soul.
31
31
opportunity statement
Health is valuable.
Health is social relationships.
Health is Austin.
Health is Red Mango.
Capitalizing on all of these will ensure a successful campaign.
32
target market: meet samantha
Primary Target:
Female, age 22, college student, Caucasian, health conscious, live in West Campus,
eats frozen yogurt at least 2 to 3 times a month, goes to yogurt locations to meet
friends, social, involved in multiple network of peers, sometimes drinks a smoothie as
meal replacement
Junior at UT
Conscious of
what she eats
Active sorority member
Will reward herself after
strenuous physical or
academic work
Busy school schedule, but
still makes time for friends
in various social networks
Loves to work out at
Gregory Gym
Food, drinks & desserts are
always part of the equation!
33
target market: meet ethan
Secondary Target:
Male, age 18-24, college student, concerned with customer service, athletic lifestyle,
regular consumer of smoothies
Senior at UT
Organized Intramural
Soccer team
Transferred from Austin
Community College after
his freshmen year
Used to be in a fraternity
In service organization,
Texas Blazers
Registered for weightlifting
class twice a week
Likes post workout
smoothies high in protein
Purchases a smoothie at
least once a week
34
advertising
and media
35
objectives
establish high traffic to facebook page through search keywords
monitor and maintain search keywords to determine high performing
and low-performing
obtain 1,000 twitter followers by campaign end
create additional viral growth in facebook “likes”
increase interactions on all facebook posted items
36
social media: facebook strategy
January – May Insights: The “Boom” of Red Mango Austin’s Facebook
This is when all of the contests began and Red Mango’s popularity began
January 1st: 582 Fans
672% Increase in “Likes”
May 31st : 4494 Fans
April 8th: Red Mango made 21,345 newsfeed impressions
No single post engaged more than 0.85% feedback
May – August Insights
Users actually began to make an effort to go to Red Mango’s page
and “Unlike” the company
Only 2 clicks actually came from Twitter posting a link
Impressions were at an all time low despite updates being posted
frequently through August
For the Fall 2011 Semester:
Red Mango is averaging 9.5 likes per day
With the reactivation of contests, Red Mango hit 5198 fans as of 11/7/2011.
This, however, leaves out the fact that 7,000 new students came to UT in between Spring and Fall
Little to no traffic is coming from outside sources – only 3 links from Twitter, 20 from Google
Direct Red Mango ATX Facebook Insight Data
37
social media: facebook strategy
Social Media Engagement Contests
Red Mango has acquired the majority of their social media fanbase from
the contests they have created for girls in sororities at UT Austin to say
“[sorority] loves Red Mango!” in an effort to get their own yogurt
flavor. Unfortunately, though this created publicity for Red Mango, it did
not create the brand loyalty needed to sustain the business as indicated
by the insights following the contests. Personal interviews with females
in sororities revealed that the girls simply liked the page for their own
sorority’s publicity and continued to maintain their previous brand
loyalty. Furthermore, this action is currently breaking Facebook’s contest
guidelines by holding contests where everyone must “Like” their page to
compete. A full copy of Facebook’s “Fan page” Terms and Conditions is
available in the appendix.
Some examples of engaging contests might be:
What is Red Mango Austin’s most popular flavor (by purchased ounces)?
How many cups of yogurt did Red Mango Austin sell last year?
What month is the busiest for Red Mango Austin?
What is your favorite smoothie flavor from Red Mango?
As long as Red Mango does not flat out say “you must like us and post on
our wall” they can continue their contests and continue making their fan
base grow.
MEASUREMENT: Facebook Insights give data on user demographics,
frequency of “Likes”, post interaction and feedback, and incoming
traffic sources.
Personal Interviews, Red Mango Austin Facebook
38
social media: twitter strategy
Twitter Engagement
• Busy, distracting background
• Following more people than
are following them
• General low followers
• Sporadic, unengaging tweets
Currently, Red Mango’s Twitter is
not optimized for maximum
customer engagement. The Twitter
should not rely as a supplement to
Facebook but rather develop as its own
medium over time. First, however, the Red Mango Austin
Twitter must develop an engaged fanbase. Posting links without an
explanation and generic school spirit links are recipe for failure, and
therefore the following strategies are recommended:
• Improve the aesthetics of the Twitter page so it is less harsh on the
eye
• Engage in customers and ask questions rather than only posting
promotions
• Retweet favorable tweets from customers
• Post about current events on campus
Red Mango Twitter Page
39
social media: twitter strategy
Furthermore, based off of the previous Facebook traffic data, only three of Red Mango’s tweets have lead users to the
Facebook page. This has proved ineffective. We are recommending the following strategies for tweeting effectively:
Tweet about promotions
Post links about articles happening in the Austin community
Post links and articles about fitness and weight loss
Have interactive questions and contests on Twitter
Have conversations with followers for fun
Follow less people than follow you
Post a twitter sticker (among with other social media stickers) on the window
Social media, while incredibly crucial and beneficial to a business, can be time consuming. Creating content for a Facebook and
Twitter on a consistent schedule, whether it be daily or weekly can often be difficult when there are other parts of a business to
focus on.
UT students in the public relations departments are taught how to concisely and creatively write for social media. With the
many public relations students at UT, Red Mango could hire one to two students as a part-time intern to run the social media.
UT has a multitude of resources for matching companies with students. We suggest Hirealonghorn, AccessUT and
Communication Career Services.
This student would be knowledgeable as to how Facebook analytics works and thus be able to track the progress of Red
Mango’s Facebook. The social media tactics taught at UT would aid the student in writing creative content for all social media.
Finally, the student could aid with any promotional items Red Mango needs to write for profit shares or other events.
MEASUREMENT: Monitoring Twitter on external applications such as Tweet Deck can give detailed insights into the rate at which
people are following and responding to tweets.
Personal Interviews
40
social media: checking in
Checking In: Facebook and Foursquare
Every day, social media influences the users connected to one another--who they
talk to, what they do, and where they go. Friends make suggestions to other friends
for music, activities, and food, and as more of these activities happen online,
businesses like Red Mango have the opportunity to join the conversation.
People are sharing more and more on their mobile phones. Friends update their
friends on what they’re doing, where they are going, and recommendations about
the businesses they visit. Investing in Facebook Deals and Foursquare Specials
generates exposures to businesses and connects businesses with people. This will
increase awareness of Red Mango when people check in areas in close proximity to
the actual store.
offer incentives for users to check into Red Mango itself
exposes Red Mango to each of the user’s friends
shows Red Mango as a social environment
www.facebook.com/deals/checkin/business, foursquare.com/business
4141
social media: checking in
People can also see which places have a coupon when they
are browsing nearby places. Local venues such as Cain and
Abel’s and Plucker’s have high check-in rates (The official
Cain and Abel’s has 2,515 check-ins) and as these people
go and check in to be social, they will be able to see the
deal and for future reference will be able to do it.
If a story shows up that a friend received a discount
there. They’ll make more of a point to eat at that place,
because their friend likes it. In addition, both Facebook
Deals and Foursquare specials are free to create.
MEASUREMENT: Both Facebook and Foursquare having built in
metrics for tracking who checks in and who is using coupons.
42
search engine keywords
Red Mango needs to be one of the first search results when a user searches for any term related to Red Mango that can
eventually drive traffic into the store. A current Google or Bing! search for related terms in Austin, Texas shows no instances
of Red Mango on the first page as indicated in the situation analysis.
We are proposing a budget of $5000 for keywords that are searched linking to Red Mango’s Facebook page. Red Mango
Austin does not have a local website and most user interaction is currently thriving on social.
$2500 on each engine (Google and adCenter) will lead to a budget of approximately $17/day per search engine.
Purchased keyword
(broad, exact, or phrase)
Sponsored link
Actual search results from
Google/adCenter algorithm
43
search engine keywords
In the appendix we have compiled a search build that contains ad groups with location information attached; it can be summarized into
the following ad groups which when combined create over 1,000 keywords (including broad, phrase, and exact terms):
Smoothies Non-Brand
smoothie, smoothies, fresh smoothie(s), healthy smoothie(s), low calorie
smoothie(s), low-calorie smoothie(s), low-cal smoothie(s), low cal smoothie(s),
gluten free smoothie(s), gluten-free smoothie(s), probiotic smoothie(s), cheap
smoothie(s), inexpensive smoothie(s)
Smoothies Brand
“Red Mango” + everything above
Frozen Yogurt Non-Brand
frozen yogurt, frozen yogurts, frozen yogurt shop, froyo, froyo shop(s), fro yo, fro
yo shop(s), froyo place(s), fro yo place(s),
Frozen Yogurt Brand
“Red Mango” + everything above
Gluten Free
gluten free, gluten-free, gluten allergy, gluten free, gluten free places, gluten-free
places, gluten free restaurant(s), gluten-free restaurant(s)
Health motivation
Healthy, health, yogurt health benefits, smoothie health benefits, probiotic, froyo
health benefits, living healthy,
Price Motivation
Cheap, inexpensive, affordable, + frozen yogurt & smoothie
At the end of each keyword, location terms such as “Austin” “austin texas” “west campus” “rio grande” “78705” “near 78704” etc. will
be added to make sure that search results are relevant to the Austin area.
MEASUREMENT: SEO is easily measured on the AdWords / adCenter servers detailing specific
campaigns, ad groups, and individual performance by keyword. The Facebook page also offers
insights as to where incoming traffic is coming from. Hits from google.com, yahoo.com, and
bing.com will reflect upon our purchase of SEO.
44
44
creative brief
Why are we advertising?
To direct travelers to the near by Red Mango location, to display
the convenience of validated parking, to create associations of
health and physical fitness
Whom are we talking to?
Females and males traveling within the West Campus area
What do they currently think?
They are unaware of the Red Mango brand and/or its complete
offerings, being over-shadowed by its main smoothie competitors
What would we like them to think?
Red Mango smoothies are healthier than the competition and will
help you maintain the physical appearance you desire with little
inconvenience
What is the single most persuasive idea we can convey?
You don’t have to sacrifice your health for convenience, you can
have both!
Are there any creative guidelines?
Display Red Mango’s address and that it validates parking
45
outdoor
Billboards are one of the remaining traditional media vehicles that work.The billboard located on Martin Luther King and Rio
Grande St. is the prime location for an out of home placement for Red Mango. The location gives prospective customers the chance
to see the ad when they still have the opportunity to turn right on to Rio Grande. Some of the other billboards in West Campus
would require a consumer to turn
around and go down several streets, an action
a new customer may not be as likely to do. The
location is also a high traffic area, which will
give Red Mango many impressions.
MEASUREMENT: This Reagan Billboard has a reach
of 20.6% which will reach 135,251 Austin residents
over the course of four weeks.
The ad space will be Red Mango’s from February 12 to March 11, which is the month preceding University of Texas spring break. The
ad that we are recommending encourages consumers to purchase smoothies from Red Mango, rather than its competitors Jamba
Juice and Smoothie King, because they are not as healthy. This objective of this call to action is to increase Red Mango smoothie
awareness and encourage consumers to be healthy.
SRDS
46
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print
As part of the print advertising strategy for this plan, we recommend a boost in placements in two coupon booklets that specifically cater
to the UT community. Both of outlets distribute their booklets at the start of each semester.
Student Discount Handbook
This outlet was noted for producing some impressive results for the
College Station Red Mango location. In talking with a representative
from the company College Station received 2,000 redemptions in its
first year of advertising with the handbook. This marked success is
certainly attainable through the UT supplier, especially considering
the immense population of more tan 50,000 students.
UT Student Insider
This publication offers over 75 coupons in addition to helpful
information on the UT campus, shopping guides and apartment
information among other areas of interest to entice a rather large
readership. We are unsure of the successes of Red Mango Austin’s
past promotional activities with this outlet, but an increased
presences by larger advertising buy is warranted to remain
competitive in the market.
We will be buying weekly ads in The Daily Texan to reach our
target audience of college students. However, so many Daily Texan
newspaper get thrown away rather than recycled as they can (and
should) be. To encourage the healthy behavior of recycling, every
Monday that the ad runs, students may bring the newspaper to
Red Mango and recycle it to receive ten percent of their purchase.
This will encourage students to come to Red Mango as well as
participate in a healthy activity.
MEASUREMENT: Student Discount Handbook and UT Student Insider impressions vary semester to
semester, but each Red Mango 3 x 5 ad will receive 48,000 impressions. 48,000 x 16 = 768,000
dailytexanonline.com
47
47
dailytexanonline.com
Top Banner – 468 x 60
In addition to advertising in The Daily Texan weekly for a
coupon-recycling incentive, advertising in the top banner ad
space of dailytexaonline.com will ensure that the readers of The
Daily Texan, both online and print, will be completely saturated
with Red Mango’s brand name. There are multiple spots on the
website, but choosing a top banner for $300 per week will make
Red Mango’s brand name known right when the user starts
browsing the page.
Furthermore, our point of interest here is the smoothies being
sold for Red Mango which will increase awareness of our
smoothie products.
The online banner is flighted for 7 weeks prior to Spring Break,
and for 5 after, ensuring that anyone who visits the Daily Texan
website at any point during the year will be exposed to Red
Mango’s smoothie products.
MEASUREMENT: a 468 x 60 top banner will receive approximately
47,000 impressions per week.
47,000 impressions x 12 weeks = 564,000 impressions
dailytexanonline.com, Texas Student Media 2011-2012 Local Rate Card
48
marketing
49
objectives
raise brand recognition from 79 percent to 95 percent
increase Red Mango smoothie awareness to 95 percent
increase average ticket sale from three dollars to four
dollars
50
marketing promotions
Operation West Campus Connection
In an effort to remain competitive with Jamba Juice for their multitude of early morning offerings, a greater emphasis should be
placed on the health benefits and convenience of Red Mango smoothies as a meal substitute for the early riser. We would like to
steal from the Jamba Juice West Campus early-morning customer base before they even make it to Guadalupe and the edge of UT
campus. The close proximity of Red Mango Austin to large domiciles including: The Hardin House, University Towers, The Block and
Quarters apartments, in addition to several Co-ops and other multi-person housing structures, allows Red Mango the strategic
advantage of cutting off Jamba Juice West Campus connection.
In order to draw in the West Campus early-morning customer base,
we will offer a “Happy Hour” special of half-off smoothies from 9a.m
to 11a.m. Coupled with an integrated advertising approach involving
notification to our online constituency via Facebook and Twitter, instore notification, word-of-mouth, and street teams to flier the
neighboring housing units, we will swiftly garner a desired response
of increased awareness of Red Mango smoothies in addition to increased
store-traffic to this location. This plan will effectively cannibalize the
early-morning market, by rerouting store traffic destined for Jamba Juice,
directly to Red Mango’s door. No longer will boring oatmeal and carb
-loaded pastries fulfill breakfast appetites. Red Mango will show how
their smoothies perfectly compliment the college students go-to food
of breakfast bars in the morning if not replace them altogether.
Message specifics:
no-crash-in-class increased energy levels throughout the day
breakfast helps you perform better in school
eating regularly boosts your metabolism
digestive health
Red Mango smoothies promote long-term health and great physical
form
51
marketing promotions
There’s certainly nothing wrong with a little healthy
competition.
Weight-Date Promotion
On average Red Mango Austin draws in a dollar less per ticket than its sister
store in College Station. To combat this the Mad Ad-ers have cleverly devised a
contest to provide an incentive for patrons to spend an increasing amount
with every visit to the store.
Introducing the “Weight-Date” promotion to occur during the months of April
and May. Any purchaser of yogurt at Red Mango’s Austin location, who at
their first attempt of weighing in their concoction of frozen yogurt and
toppings, achieves a sales price that matches the date of purchase, will be
awarded a weeks supply of yogurt up to three dollars in retail value
redeemable anytime through August. In addition, the winner will be
announced through Red Mango social media outlets for all to see.
To clarify this incentive program here are a couple of examples:
A patron visits Red Mango on April 11th (i.e. 4/11/11) and weighs their yogurt for the first
time. If the individual creation registers to a retail price of $4.11, they are declared a winner.
A patron of frozen yogurt on May 6th (i.e. 5/06/11) matches the date with a retail price of
$5.06, too will be declared a winner.
Based on the timing of the campaign, this contest has the ability to increase
the average sales ticket one to two dollars for the months of April and May
respectively. We are certain the incentive is reason enough for a college
student to attempt the contest.
MEASUREMENT: impressions and interactions
are measurable on social media outlets,
whereas in-store posters can be measured
through store purchases
Heavy advertising though social media and in-store will give plenty of publicity
leading up to its start detailing the promotion.
52
marketing promotions
Punch’d Mobile Loyalty Card
Punch’d is a California based company that offers a mobile frequency card program designed for
the convenience of consumers and vendors that was acquired by Google last summer. Its recent
expansion to Austin, Texas creates an opportunity for Red Mango to get involved with a rising
trend in marketing, advertising and social media.
Punch’d offers a free app for iPhone and Android device users that keeps tabs on their frequency
of visits to participating stores. Using a quick response (QR) code that is printed with the patrons
receipt, the code is scanned using the Punch’d app on the consumer’s device, which records all
information related to the purchase. The incentive for the consumer is much like that of the
frequency card programs maintained by a number of Red Mango competitors: buy 10 and get the
11th free: essentially 10 percent off each purchase. Based on convenience and environmental
friendliness, a mobile loyalty program is a natural match for Red Mango.
The benefits of this program are however, not limited to consumers alone. Punch’d is currently
developing mobile advertisement messages and will enable Red Mango to connect with customers
on a new level. Tracking of various advertising and marketing initiatives enabled by the app will
provide insight to the success of Red Mango’s communication efforts.
Punch’d offers access to printable promotional materials for in-store use, a custom QR code for the venue and can be easily set up in
less than ten minutes. In addition, Punch’d has been heavily promoted on the UT campus to our target market.
MEASUREMENT: Punch’d has online digital metrics to track usage. Currently, Red Mango Austin does not examine
the return on investment for Red Mango’s coupons or loyalty program, and this provides a way to do so.
http://getpunchd.com
53
marketing promotions
Forty Acres Fest: April 14, 2012
Every year in April the Texas Union Student Events Center and the University CO-OP host Forty
Acres fest, an on campus festival that strives to bring the community together with food, fun
and entertainment. Many on campus organizations set up interactive booths with games
ranging from basketball to “pin the tail on Bevo” to engage prospective members of the club.
As this is an event that many students from UT attend, there will be a lot of foot traffic along
Guadalupe and between West Campus and UT. We recommend Red Mango give out “today
only” coupons directly on the drag to encourage students to come to Red Mango as a break
from the festival or on their way home. This will reach the target audience of college males
and females.
MEASUREMENT: Impressions can be measured by the number
of coupons handed out by the interns that day and how many
are left at the end of the day.
Utexas.edu
54
public relations
55
objectives
increase brand awareness to match national competitors to 94 percent
generate a general improvement in attendance and quality of profit shares
generate measurable e-mail database from customers
measure and increase number of customers registered with loyalty program
improve relative ranking of Red Mango in mind of consumers to be in top two
decrease waste
56
public relations strategy
Donations and Sponsorship for Sorority Events
Every semester each Panhellenic sorority hosts a number of philanthropic events. Typically at least one of these events is an
all you can eat fundraiser which is hosted at a sorority house in West Campus near or during Round Up weekend, where many
members of the Greek community at UT go from house to house for weekend festivities. These sororities work to get food
donated from various vendors around Austin and are completely alcohol-free in accordance with Panhellenic bylaws. Red
Mango should offer to donate yogurt to at least one of these events during the spring semester for the following reasons:
Red Mango has an established brand with women involved in sororities
The events’ proceeds go straight to the sorority’s philanthropy
Not only would it reach the target market of college males and females,
but it would also position Red Mango Austin as a vendor who cares about its
community.
One event that Red Mango could offer to provide donations to is Desserts with
DG. This event typically takes place on a Thursday evening in March. Red Mango
has already historically contacted sororities with this strategy and should
continue to offer its sponsorship.
MEASUREMENT: Number of impressions of Red Mango brand name can be
evaluated based on how many people have responded to the event
“Attending”, “Maybe Attending”, and “Not Attending.” Direct exposure to
Red Mango’s product can be measured through attendance to the sorority’s
event.
57
public relations strategy
Profit Shares
In the past Red Mango has hosted a multitude of profit shares with campus organizations. While we think that this is a good way to
increase store traffic and promote the store on campus, we have suggestions for improving these events.
Red Mango currently leaves it up to the organization to promote the profit shares. Red Mango should also be promoting the profit
shares from start to finish because it brings traffic directly to Red Mango. The intern that Red Mango will hire next semester will
be responsible for working directly with a representative from the organization to create promotional materials for the event. Fliers,
a blog post, tweets and Facebook statuses will be created for the organization to use prior to the event. By promoting each profit
share the idea is that more people will come, increasing the profits for the organization and increasing store traffic for Red Mango.
We also suggest sending out a follow up survey to the organization representative to see how the event could be improved.
E-mail Database
It is important that we monitor the response of these events,
not only for the sake of Red Mango’s business but for
benchmarking the success of the organizations we work with.
For this reason we suggest that attendees be required to sign
in with an email address in order for the organization to
receive their portion of the profit. These email addresses will
help Red Mango build a database to send out coupons and
promotional emails in the future.
MEASUREMENT: Success of profit shares can be determined in both sales and number of valid e-mail addresses acquired.
58
public relations strategy
Of the 1100 registered student organizations at UT we have determined that the following are organizations whose missions align
with the healthy values of Red Mango and we believe that partnerships through events or profit shares would be beneficial.
Furthermore, students included in the following groups and organizations fit into a niche target of extremely healthy living and
campus involvement and would be prime targets for our product:
Nutrition & Wellness Association (NWA)
The Nutrition and Wellness Association is a student organization comprised
of 35-50 regularly attending members, predominantly of the female gender.
The NWA was formed in the interest of nutrition and health and welcomes
membership to any UT student, although its roots come from an academic
focus in Nutrition and Human Ecology. The purpose of this organization is to
provide students with opportunities for serving the community, as a platform
for discussion of health related topics and for developing relationships
with other students interested in health and nutrition. Some of the activities
this group is involved in include:
•Volunteering with the Race for the Cure and the Capitol Area Food Bank
• Holding regular student-run meetings
• Organizing social events to bring like-minded students together.
Healthy Student Living
Healthy Student Living is a UT student-run organization consisting of 20 active members and 50 prospective members of various
backgrounds and interests, who strive to promote a healthy standard of living across campus. The purpose of this organization is to
provide nutritional tips and guidelines for maintaining a well-balanced diet and to promote physical fitness. Though it is a newly
established organization, it plans to participate in events correlating to recreational activities including various fun-runs to promote
awareness and other team-oriented activities, such as intramural sports, to align itself with their mission.
Cns.utexas.edu, uts.cc.utexas.edu/~nwa, deanofstudents.utexas.edu,
59
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public relations strategy
Student Health Advisory Committee (SHAC)
The mission of the Student Health Advisory Committee (SHAC) is to
serve as a student organization for individuals interested in promoting
health related issues on campus and to identify and represent all groups
of the student body. SHAC was developed to serve as a liaison between
the student body and the administrators of University Health Services
(UHS), thereby serving as a mechanism by which UHS may better
respond to student needs.
Activities this group is involved in include: discussions with health
professionals, tabling on issues of health safety in the West Mall of the
UT campus and the distribution of Spring Break Survival kits with the
directive of promoting a safe and healthy return to school following the
break (kits include: tips for the safe consumption of alcohol, emergency
contact lists, sun screen and condoms among other useful items
encased in a water bottle).
Cns.utexas.edu, uts.cc.utexas.edu/~nwa, deanofstudents.utexas.edu,
60
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public relations strategy
Reusable Tote Bags
“A January report from the city's Solid Waste Services Department said Austinites use 263
million plastic bags a year, and the bags cost the city $850,000 a year to put in landfills
and to clean up as litter.”
Because of these statistics there have been recent efforts to mandate that stores charge
for plastic bags at checkout to encourage customers to bring their own environmentally
friendly bags. Creating unnecessary waste is bad for the environment; what’s bad for the
environment is bad for us. Red Mango wants to promote all dimensions of health from
the individual outward to the community as a whole by distributing reusable tote bags.
With these bags we will be distributing fliers on recyclable paper with information about
keeping staying healthy with reusable bags. Many people are unaware of the potential
dangers of using these bags can considering the bacteria and germs that are transferred
from products. To keep consumers healthy the flier will provide information on how to
wash these bags for continued use.
We will be passing out 100 bags the first week of school to students on Guadalupe. In
addition, 300 tote bags will be offered in-store as an incentive for joining the Club Mango
Loyalty Program or for customers already involved in the Club Mango Loyalty Program
and Punch’d frequency program. This event will be promoted on Facebook and Twitter to
encourage people to attend.
The remainder of the bags will be handed out at the Health & Wellness Event as door
prizes.
kxan.com, cnn.com,
MEASUREMENT: Impressions have no
limit for those who carry the tote bag.
The number of bags distributed will
determine how many people have
been exposed to our environmental
objectives.
62
public relations strategy
Recycling and Social Responsibility
Break it Down, is an Austin based nonprofit recycling organization that collects garbage from homes and businesses in Austin.
In the case of Red Mango, it would cost approximately $46.87 (including tax) per month to collect bags of garbage. The best
thing about this partnership is that the service is single-stream recycling, meaning that Red Mango pays Break it Down to
separate recyclable and compostable materials and dispose of them accordingly.
Although we are unaware of the current cost Red Mango incurs for waste disposal, we are certain the minimal additional cost
of starting a recycling program will vastly improve the brands image in the minds of Austin consumers. We recommend
providing two separate receptacles for the current byproducts of the business: one for double poly paper cups and smoothie
cups and the other for plastic #5 spoons and napkins.
MEASUREMENT: Break it Down will be
able to tell Red Mango the number of
pounds recycled, and we plan to
measure it week by week in pounds
with a goal of the amount recycled
increasing each week.
Breakitdownaustin.org
63
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public relations strategy
Red Mango Health & Wellness Event: De-Stress Fest
Red Mango knows the true value of health and strives to inspire healthy living across all dimensions of mind, body, and soul.
Although delicious and nutritious yogurt and smoothies are certainly in line with maintaining a good bill of physical health, Red Mango is
aware of the added stresses final exams have on students. With this, we have developed a sure-fire way of tending to these needs, which
so often get shoved aside when its crunch time. In coordination with this event, we will offer the chance for healthy-minded student
organizations such as: NWA, SHAC and Healthy Student Living to set up information booths and educate attendees on important health
issues.
Yoga
East Side Yoga is a locally owned yoga studio
that offers a variety of yoga styles and
levels as well as meditation. The company
will send three instructors to teach yoga at
this event to help calm the minds and
bodies of students. Yoga is a great exercise
for the body, as it improves flexibility,
overall balance and burns calories. It is
great for the mind because it helps you
focus and improves meditation skills.
This will show consumers that Red Mango
truly cares about the overall health of its
consumers.
Coupons & Yogurt
Eastsideyoga-austin.com
64
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public relations strategy
Red Mango Health & Wellness Event: De-Stress Fest
Knot Anymore, LLC is a locally owned, corporate chair massage company that has over 10 years of experience serving the Austin,
Texas community. What sparked our interest in this company was their business-oriented mindset that offers the unique option of
creating a fully branded experience on behalf of the client. The highly trained staff of massage therapists pride themselves as
skilled communicators and will serve a secondary purpose as proponents of the Red Mango brand. Therapists will don Red Mango
T-shirts and hats and will be trained in delivering a brief elevator speech that explains the purpose of the event, the health benefits
of Red Mango products and ways to stay connected with the company. Each five-minute massage will create an individualized and
meaningful interaction with Red Mango that will establish it as a company that cares about its patrons and exemplifies all aspects
of healthy living.
Yogurt and Door prizes
A Red Mango event would not be complete without yogurt. At this event each
attendee will have the chance to sample Red Mango’s yogurts as well as get a coupon
for one dollar off their next purchase at Red Mango.
Coupons for free smoothies and yogurt, yoga classes and massages will be given away as door prizes. Attendees can put their name in the
drawing when they arrive and prizes will be drawn every 15 minutes. The entry form will include email address to help build the email data
base.
Knotanymore.com
65
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budget and
flowchart
66
Segment
Online
Out of Home
Print
Print Total
Search
Search Total
Social Media
Package
Daily Texan Online Banner
Billboard - MLK and Rio Grande
Daily Texan Ad 3x5
Student Insider
UT Student Discount Handbook
Google AdWords
Yahoo! AdCenter
Facebook Contests
Facebook Deals
FourSquare Specials
Twitter Contests
Social Media Total
Advertising & Media
Total
Marketing
$18,455.00
Mobile
Promotion
Punch'd
40 Acres Fest Coupons
Operation West Campus
Connection
Weight-Date Promotion
Promotion Total
Marketing Total
Misc
$1,441.26
$1,000.00
$2,441.26
Promotion
Recycling
Tote Bags
Tote Bags - Flyers
$234.35
$795.00
$87.36
$1,116.71
$0.00
$0.00
$1,000.00
$1,000.00
$99.00
$0.00
$960.00
$38.71
$172.90
$300.00
$240.00
$1,810.61
$3,927.32
Desserts with DG
Profit Shares
Student Organizations
Sponsorship Total
Stressfest
Gregory Massage Certificates
Lot Reservation
Massage Chairs
Stressfest - Coupons
Vinyl Banner
Yoga Certificates
Yoga Instructors
Stressfest Total
Grand Total
$0.00
$0.00
$77.42
$176.42
Contingency
2 Interns / Brand Ambassadors
Promotion Total
Sponsorship
PR Total
$99.00
$77.42
Contingency
Labor
Misc Total
PR
Total Cost
$3,600.00
$5,000.00
$3,660.00
$700.00
$495.00
$4,855.00
$2,500.00
$2,500.00
$5,000.00
$0.00
$0.00
$0.00
$0.00
$0.00
budget
Grouping
Advertising & Media
$25,000.00
67
flowchart
JANUARY
FEBRUARY
MARCH
APRIL
27 3 10 17 24 31 7 14 21 28 7 14 21 28 4 11 18 25 2
MAY
9
JUNE
16 23 30 6
TOTAL
SPEND
MARKETING
Happy Hour
Weight-Date Contest
Punch'd
40 Acres Fest
In-Store Promotion + Social Media
In-Store Promotion + Social Media
In-Store Promotion + Social Media
MARKETING TOTAL
$0.00
$0.00
$99.00
$77.42
$176.42
PUBLIC RELATIONS
Sponsorship
Dessert with Delta Gamma
Other Sorority Events
Profit Shares
Sponsorship Subtotal
Sponsorship
Sponsorship
Sponsorship + Build E-mail Database
$0.00
$0.00
$0.00
$0.00
UT Student Organizations
Nutrition & Wellness Association
Student Health Advisory Committee
Healthy Student Living
UT Student Organization Subtotal
N/A
N/A
N/A
$1,000.00
Environmental Initiative
Tote Bags
Tote Bag Flyers
Recycling Program
Environmental Initiative Subtotal
$795.00
$87.36
$234.35
$1,116.71
De-Stress Fest
Gregory Massages Certificate Doorprizes
Lot Reservation
Vinyl Banner
Massage Chairs
Yoga Certificates Door Prizes
De-StressFest Coupons
Yoga Instructors
De-Stress Fest Subtotal
PUBLIC RELATIONS TOTAL
Recycling Service from Break It Down Austin
3
Free
1
4
30
500
4
$99.00
$0.00
$172.90
$960.00
$300.00
$38.71
$240.00
$1,810.61
$3,927.32
68
FEBRUARY
MARCH
APRIL
27 3 10 17 24 31 7 14 21 28 7 14 21 28 4 11 18 25 2
MAY
9
JUNE
16 23 30 6
TOTAL
SPEND
ADVERTISING & MEDIA
Paid Search
Gooogle AdWords
Yahoo! adCenter (Yahoo / Bing!)
Paid Search Subtotal
Online
Daily Texan Online
Online Subtotal
Paid Search
Paid Search
468 x 60
Social Media
Facebook Contests
Twitter Contests
Facebook Mobile Check-In Promotion
Foursquare Mobile Check-In Promotion
Social Media Subtotal
Print
Student Discount Handbook
Insider
Daily Texan
Print Subtotal
Out of Home
Outdoor
Out of Home Subtotal
468 x 60
Engaging Posting & Contests
Engaging Posting & Contests
Check-in promotions
Check-in promotions
2x4
2x4
3x5
4wks - MLK/Rio
$2,500.00
$2,500.00
$5,000.00
$3,600.00
$3,600.00
$0.00
$0.00
$0.00
$0.00
$0.00
flowchart
JANUARY
$495.00
$700.00
$3,660.00
$4,855.00
$5,000.00
$5,000.00
$18,455.00
ADVERTISING & MEDIA TOTAL
MISCELLANEOUS
Intern(s)
Contingency
MISC TOTAL
GRAND TOTAL
One to two interns w/stipend
$1,000.00
$1,441.26
$2,441.26
$25,000.00
69
final recommendations
Buy all recyclable or compostable paper products
Move smoothie menu to a more visible location
Change “spoonable smoothie” to parfait
Fix TV and subscribe to the Longhorn Network to
attract UT students
Change the store furniture to more comfortable
chairs
Include Bevo Bucks as an acceptable payment
method
Improve store layout
Offer free ice water to customers
70
next steps
The Mad Ad-ers are confident in the target market, position, and strategies we have
outlined, and would like to move forward with Mango to input this interactive
campaign for the Spring 2012 semester. We will be directly. After seeing the Mad
Ad-ers’ presentation and the presentations from other agencies please sign the
abbreviated contract below to move forward with The Mad Ad-ers on this plan.
CLIENT: Red Mango
CLIENT REPRESENTATIVES: Bill Chinn, Yongjun Sung, Casey Strickland
AGENCY: The Mad Ad-ers
AGENCY REPRESENTATIVES: Josh Berman, Meghan Avery, Gretchen Smith
AGREEMENT: After completing an exemplary deck and plans book, Red Mango will
move forward with the Mad Ad-ers for the implementation of this campaign,
including but not limited to media recommendations, measurement and analysis.
______________________________________
Client Representative
71