Bradley Paulus
Media Plan
J405
April 6
Table of Contents
○ Executive summary
○ SWOT
○ Business objectives
○ Media objectives
○ Media strategy
○ Targeted media outlets
○ Story angles
○ Media messages
○ Spokespersons
○ Tactics
○ Location
○ Implementation
○Q & A
Executive Summary
Jamba Juice, a brand known for innovating the modern smoothie company, has evolved
from its California-based headquarters and has allowed for the chain to spread nationwide. Going
back to the roots of the organization, we should consider what makes Jamba Juice such a great
brand: the sense of community that inspires us to create the best tasting smoothies. Through
careful consideration, we are considering a partnership with Gold’s Gym, another Californiabased organization to promote our healthy drinks with exercise in order to produce a new
program, JambaGO.
JambaGO will utilize a blender cycle in order to incorporate Gold’s Gym bikes in their
gyms to open a separate section of the gym for people to gather their ingredients, sit down, load
the blender and start pedaling. The longer the person sits, the more smooth the smoothie will turn
out. Through these pop-up locations, which will be tested in 15 Gold’s Gym locations in
California, will serve as a start to a creative, mutually beneficial partnership to increase Jamba
Juice customers and Gold’s Gym memberships. We leave it up to franchisees to choose whether
or not they want to opt into a partnership with their local Gold’s Gyms later on should the test
run be successful.
Our JambaGO campaign will be supported by our spokespersons Kate Hudson, an
actress, mother and fitness enthusiast, and Adam Levine, lead singer of Maroon 5, television
personality on NBC’s The Voice, and avid yoga participant. Our team felt that these two stand
for Jamba’s core values and have also been supporters of our product. We will use their personal
statements to begin our social media and television campaigns for JambaGO, which will consist
of appearances on Ellen, The Today Show, Good Morning America and many others. Jamba
Juice will also have pop-up cycles along the coast in order to lead into our launch.
All efforts will culminate into our main event, Jamba Juice-A-Thon, which will take
place at the Gold’s Gym in Venice Beach, California. This event will consist of a boys versus
girls-type competition between our spokespersons and their teams in order to raise awareness of
hunger, an event in partnership with Feeding America. We feel that through our spokespersons
and media campaign, we will raise money for Feeding America while raising awareness for our
new re-branding trial. Leading up to the Juice-A-Thon, we will have our social media active to
let fans know where they can see the event and participate through donations.
Should the trial run be successful, we plan on aligning our stores with Gold’s Gym
locations nationwide to ensure that we have as much exposure as possible with our new
initiative. We hope to make JambaGO locations popularized through our efforts and have a longstanding partnership deal with Gold’s Gym. We also hope to inspire expansion of both
businesses to earn more marketshare in order to promote a healthy lifestyle and personal fitness
and wellness for those who want to make a difference and enjoy the rewards JambaGO cycles
can give. hcation on April 10, which is the start of International Health Week. The Juice-A-Thon
will consist of celebrity spokespeople Kate Hudson and Adam Levine inviting eight of their
celebrity friends to create smoothies using the power of the Jamba Juice Blender Bikes. The
public is able to participate by purchasing a smoothie made by their favorite celebrity. All
proceeds from smoothie purchases and donations will be made to the charity, Feeding America.
Strategy Two:
The second media strategy is to place Blender Bikes in high profile traffic areas in
Southern California. These Blender Bikes will be marked with the Jamba Juice and Gold’s Gym
logos and the date, April 10. No further information will be provided with the bikes in order to
spark the public’s interest and make them curious about the Blender Bikes. The Blender Bikes
will allow the public to sit on them and take their pictures that could be posted to social media
platforms. These pictures will get people talking and have the possibility to go viral. Kate
Hudson will make a public appearance to announce the meaning behind the Blender Bikes and
announce to the public the information for the celebrity Juice-A-Thon event.
Strategy Three:
The third media strategy will be to offer protein smoothies at Jamba Juice in order to
have a product that appeals to more men. In order to get people aware of the protein smoothies,
Men’s Health will run an expose on the health benefits of protein smoothies and ways to
incorporate them into daily fitness routines.
Targeted Media Outlets
Target audience 22-40 M/F
Since we are targeting a wide range of people, choosing outlets that reach everyone is
very important. Men’s Health and Women’s Health were the obvious top contenders since they
are the most subscribed-to health magazines circulating nationwide. Good Morning America,
Today Show, Ellen, and The View are shows that Kate Hudson can appear on promoting the new
Jamba Juice merchandise line as well as the grand opening of JambaGO in Gold’s Gym. Those
are the main television shows we would like her to appear on, other shows will have the option
to skype with other news outlets as well. Fitness bloggers in California are influential to moms
and young adults looking for different ways to stay healthy in a fun atmosphere.
Marin Magazine - Fitness magazine in California
Los Angeles Sports and Fitness magazine
Shape Magazine
Partner with RacePlace for Juice-A-Thon
Diablo (magazine)
LA Times
Los Angeles Daily
Good Day LA
Men’s Health
Women’s Health
SoCal Lady Bloggers
California Girl Fitness blogspot
Focused Fitness blog.org
Latina Mom Bloggers
Emily Schuman - most popular fitness blogger
Story Angles
Partnership Announcement
● Jamba Juice partners with Gold’s Gym to make healthy living more accessible.They both
value fitness being a good way to live life.
● Jamba Juice is causing quite the stir with a new way for customers to blend their
smoothies and drinks by combining exercise in a partnership with Gold’s Gym.
● Jamba Juice and Gold’s Gym announce a partnership to combine fitness with healthy
eating in 15 California locations
● Jamba Juice customers are now able to use blender bikes at Gold’s Gym locations in
California to make their own drinks in order to make the smoothie process interactive.
● Profile on the engineer of the blender bikes.
● Feeding America expose with Kate Hudson and Adam Levine.
● 10 celebrities come together for Juice-a-thon. All proceeds will go to Feeding America.
● What’s with the new blender bikes popping up around the California coast? Just ask
Jamba Juice and Gold’s Gym.
Celebrity Endorsement
● Jamba welcomes Kate Hudson and Adam Levine as new spokespersons for new mystery
campaign!
● Jamba Juice recruits Maroon 5 lead singer Adam Levine to bring awareness to Feeding
America
● Kate Hudson, actress, welcomed to Jamba Juice to promote new fundraising event for
Feeding America
Post Juice-A-Thon
● Jamba Juice and Gold’s Gym announce expansion to major US markets
● The Jamba Juice Juice-A-Thon has caused a stir and focused attention on Feeding
America.
● Celebrities Kate Hudson and Adam Levine have brought awareness to hunger relief
efforts in promotional deal with Jamba Juice.
Media Messages
1.) Kate Hudson and Adam Levine invited 8 of their celebrity friends to participate in Jamba
Juice’s Juice-A-Thon at our flagship Gold’s Gym location in Venice Beach, California.
Celebrities will bike for as long as they can, blending our smoothies. The public has the
opportunity to purchase a smoothie blended by their favorite celebrities. All proceeds will go
towards Feeding America.
2.) On April 6 we will host the grand opening of JambaGO inside of Gold’s Gym. That day we
will have all of the vendors that supply our ingredients there to talk about the importance local
and organic foods.
3.) We have 20 bikes in 10 different locations around Venice along the beach and in highly
populated areas. People can bike on them and take photos. The bikes will be branded by Jamba
Juice and Gold’s Gym. The blender is powered by speed of the person pedaling.
Spokespersons
Kate Hudson: Actress & Celebrity
The first spokesperson is Kate Hudson. Hudson was chosen for her emphasis on living a
healthy and fit lifestyle. She promotes being active and is passionate about running, aerobics, and
pilates. She wants to inspire people to live healthier lifestyles and has appeared on the cover of
the fitness magazine, Shape, three times and is currently on the March 2015 issue to promote
healthy living. Hudson is also the co-founder of the website, Fabletics, which specializes in
selling athletic clothing and accessories, which will be beneficial when creating Jamba Juice
athletic wear.
Spokespersons
Adam Levine:
Personality
Musician & TV
The second spokesperson chosen for this campaign is Adam Levine. Levine is known as
a musician and TV personality, but is also an advocate for healthy living. He is passionate about
Yoga and working out. He has appeared on the cover of fitness magazines such as Men’s Health
and Men’s Fitness. He was featured in a Men’s Fitness article where his trainer explained the
“Adam Levine Workout” so readers could be fit like Adam. Aside from his passion for fitness,
Levine also has a large following and a likeable personality, which allows him to captivate
audiences. This is beneficial for this campaign to get people to listen and try out the new product.
Tactics
1.) Rebranding campaign to be the integrated into workout facility. Jamba Juice will partner up
with Gold’s Gym to introduce new Smoothie Bike. There will be JambaGO venders put into all
the Gold’s Gym locations around the California area.
2.) Give out free give-aways, such as, smoothie coupons or Jamba Juice branded water bottles to
offer tangible items to our publics for advertising efforts. This will be used as an advertising
effort prior to our special event held in April.
3.) Announce offers for free or discount “gym” membership, when partnered with Gold’s Gym.
4.) Host a meet and greet with Kate Hudson at the “new” grand openings or a launch events for
partnered merchandise line. Kate Hudson will go on Ellen, The View, The Chew, The Doctors,
Today Show, Good Morning America, Rachael Ray to showcase our brand.
5.) Develop Jamba Juice sponsored workout routines. We will connect workout facts with the
operations of Jamba daily operations (speed on a bike in relation to blender motor speed). fact
sheet ads will appear on the Blender Bikes and in movie sections of Gold’s Gym. There will be
banner ads in the gym and around California where we are hosting our special event.
6.) During National Health Week (April 3-12) we will showcase our partnership with Gold’s
Gym by hosting the introduction of our Blender Bike product. During this event we will increase
the awareness of healthy eating options with local produce that are provided in Jamba Juice
products. We will also hold a Juice-A-Thon with our Blender Bikes and the proceeds will be
donated to Feed America.
7.) We will revamped Rewards Program for discounts on classes and smoothies. According to a
report done by Mintel, 69 percent of consumers prefer loyalty programs that give you points
towards a future purchase and 32 percent of consumers find it easier to communicate with
restaurants online or via social media (Mintel, 2014). Jamba Juice recently launched a new
loyalty program in 2014 called “My Fruitful Rewards,” that allowed customers to earn rewards
through entering a phone number onto a touch screen at the point of purchase. Once the customer
has built up enough points, they will be able to use it towards a purchase or save for a future
visit. We want to take the program already developed and add more social media efforts along
with incorporating healthy tips from Gold’s Gym.
Venice Beach Location
Gold’s Gym located in Venice, CA, is the original Gold’s Gym, known as “The Mecca of
Bodybuilding.” Gold’s Gym is known for their heavy traffic of celebrity users. Venice Beach has
been called “Muscle Beach,” which has landed Gold’s Gym Venice as a prime spot for famous
bodybuilders. Arnold Schwarzenegger was one of the first big celebrity body builders to train in
this location. The 1977 film, “Pumping Iron,” was filmed in the Venice Gold’s Gym site and has
also been home to various bodybuilding contests, including the Mr. America competition hosted
by Mae West. (Men’s Bodybuilding: A Short History).
The gym is located in Venice, at the northeast corner of Hampton Drive with 47,000
square feet filled with the most up-to-date workout equipment and free weights for gym users.
The Venice Beach location was the first Gold’s Gym to ever open in fall 1965. With this being
the original location, it is considered to be a sport’s landmark and is highly recognized by
ESPN.com and on the 100 most important sport’s venues. Gold’s Gym is known as the largest
chain of mixed gender gyms with three million members in more than 400 locations in 37 U.S.
states and 20 other countries (Gold’s Gym Memberships).
We chose this location to host the Jamba Juice-A-Thon because it is the original Gold’s
Gym, which attracts the most celebrities in California. This is also one of the biggest gym
locations and one of the most popular gyms on the West Coast, so people are aware of the brand
and location. Since this is located close to the Venice Beach, also known as “Muscle Beach,” we
thought this location would promote the most traffic for our event.
Implementation
● General Managers
● Employees
● California Gold’s Gym Franchisees and Trainers are to promote the JambaGO
introduction to all existing gym members
● Senior VP - US West Operations
● Chief Marketing and Innovation Officer
● The Public Relations and Marketing Team will be tasked with placing the Blender Bikes
along high-traffic areas around Venice Beach.
Question & Answer
1. Who will be the other celebrities in the Juice-A-Thon?
a. The celebrities haven’t been chosen yet, but they will be health conscious
celebrities that Kate Hudson and Adam Levine choose. There will be five men
and five women celebrities participating in total.
2. Will JambaGO be in all Gold’s Gyms?
a. Initially the launch will only be in California as a test market. If the partnership is
successful, Jamba Juice will expand with Gold’s Gym nationally.
3. Why did Jamba Juice choose to launch this only in California?
a. Gold’s Gym had the most locations in California and that fitness center was the
one that aligned most with Jamba Juice on a values and mission statement level.
4. Is it healthy to have food and beverage at a fitness center?
a. Food safety and regulations are a top priority for Jamba Juice. The JambaGo will
be in a separate section of the gym to eliminate any chance of contamination.
5. Why did Jamba Juice choose Feeding America as the charity to donate to?
a. 1 in 6 Americans are affected by hunger. By being able to give back to a charity,
it further promotes Jamba Juice’s mission of healthy people.
6. Why did Jamba Juice partner with Gold’s Gym?
a. Gold’s Gym has the most locations in California and has the most space to build a
JambaGO inside.
Sources
Beck, M., & Schatz, A. (2014, January 16). Americans' Eating Habits Take a Healthier Turn,
Study Finds. Retrieved March 30, 2015, from
http://www.wsj.com/articles/SB10001424052702304149404579323092916490748
Bixler, B. (2014, June 30). Franchise Chatter Guide: How the Jamba Juice Franchise Became
a Leading Health Brand that Has No Problem Attracting Millennials. Retrieved
March 30, 2015, from http://www.franchisechatter.com/2014/06/30/franchise-chatterguide-how-the-jamba-juice-franchise-became-a-leading-health-brand-that-has-noproblem-attracting-millennials/
Emery, M. (2003, June 20). Men's Bodybuilding: A Short History. Retrieved March 30, 2015,
from http://www.bodybuildingreviews.net/Bodybuilding.html
Limited Service Restaurant (LSR) Specialty Shops - Snacks, Beverages & Desserts - US June 2014. (2014, June 1). Retrieved March 30, 2015, from
http://academic.mintel.com.proxy.bsu.edu/display/707973/?highlight#hit1