Beruflich Dokumente
Kultur Dokumente
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I. Establishing the
Brand
Visual Branding
Creating a cohesive image allows consumers to identify with the product personality,
and is considered a crucial component of building brand loyalty.
Brand Buzzwords
While representing an image visually, it is crucial to have in mind verbal descriptors
that reinforce the desired personality. Being that Simple Kneads is founded in
authenticity and artisanship, it is important that all marketing efforts embrace
those values and communicate them to the public effectively.
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SOCIAL MEDIA
MOOD BOARD
II. Investing in
Information
Important Findings
Voluntary gluten-free consumers differ in that they are more concerned with
seeking benefits than avoiding detriments. Messaging strategies to this audience
should capitalize on quality ingredients and healthful composition.
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Millennials Lead the Pack
Younger generations, specifically 38% of Generation Z and
32% of millennials, said they are willing to pay premium for
gluten-free products. Bakery products, cookies and snacks are
the top gluten-free foods among this consumer group.
Millennials also tend to build stronger brand relationships than older generations.
This means an emphasis on branded content, rather than aggressive
advertisements, are essential in targeting this major demographic. They are
attracted to authenticity, so Simple Kneads can focus on commitment to artisanship.
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III. Identifying
Key Markets
Target Audiences
Establishing Profiles
Based on in-depth seconday industry reserach, we identified three target markets
for Simple Kneads to address, each with specific interests, desires and purposes for
gluten free products. The following individuals summarize these audiences:
It is pertinent to note that while individuals who are gluten-free by necessity are
a pre-established target audience of Simple Kneads, Celiac-affected persons
contribute 1% of the United States population. Because such a limited demographic
yields minimal data, we focused our research efforts on defined markets that
Simple Kneads has less direct of a share in marketing.
Consumer Information
Each consumer profile offers a narrative as to what makes them a valuable
potential customer for Simple Kneads, including age, education, interests, career
choices and personal values, as well as detailed communication information. Data
on social media platform use and followed blogs and influencers is featured.
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Paige Klein
Health Conscious Millennial
23 | Charlotte, NC
Now working and living in Charlotte, Paige, 23, is a re-
cent graduate of Wake Forest University. She recently
started her career as the marketing coordinator of a
boutique. Paige is on her own for the first time, and in
building her ideal adult life, has decided to convert to
a more healthconscious lifestyle. Based on the trends
that her friends have been talking about, glutenfree
diets seem to be the best way to eat well and look
your best. She is committing to avoiding gluten, as well
as fats and products containing GMOs. Natural and
artisan labels are important to her, and she is willing to
SOCIAL MEDIA spend a little extra if it means getting superior prod-
ucts. Paige is less concerned with finding substitutes
for bread and cookies; instead, she plans to focus
mostly on fruits, vegetables and proteins. She hopes
to spread her health passion using a photo blog, and
wants to work on crafting glutenfree meals to share
online. She is on her smartphone constantly, spending
up to six hours a day on social networks. The app she
uses most heavily is Instagram. She is becoming more
accustomed to ads in her feed, and if theyre of blog-
gers or health companies, she actually finds the posts
interesting. Her greatest goal is to feel fit and gluten
free seems to be the way to go.
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Linda Thomas
Mother of Gluten-Free Kids
41 | Marietta, GA
Linda, 41, lives in Marietta, Georgia with her husband,
John, and two young sons. She grew up an upper
middle class community and attended Emory Universi-
ty, where she studied business administration. She now
works parttime in a local real estate office. Since both
of her children were diagnosed with variations of glu-
ten intolerance, Linda has been looking for new prod-
ucts to try and brands that her boys might start to en-
joy again. Between being at work, taking care of the
home and driving the boys toandfrom soccer prac-
tice, Linda finds ways to multitask and spends much of
SOCIAL MEDIA the day on her phone. When she finds time to shop for
groceries, she struggles to find glutenfree alternatives
for the boys, especially ones that they like. She likes
having the option to buy online and save some time,
and also values input from brands and other wom-
en on the web. Facebook is where much of her news
and social interaction comes from; she likes to hear
what the other moms in her neighborhood have to
say about products theyve tried and restaurants they
loved. Though shes not a fan of advertisements, she
enjoys liking and commenting on content, and believes
the advice she leaves influences brands and products.
Linda recently created a Pinterest account, and is be-
coming more savvy on other platforms.
Key Take-Aways
BLOGS 85% of home purchases have a mother as the
primary buyer and decision maker.
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Michael River
Expert Nutritionist
32 | Raleigh, NC
Key Take-Aways
90% of respondents from 18 to 24 years of age said
they would trust medical information shared by others
on their social media networks.
BLOGS
60% of social media users are most likely to trust
social media posts and activity by doctors over any
other group.
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IV. Putting Strategies
in Practice
Strategic Marketing
Research-Based Tactics
Industry research led us to analyze what communications platforms and messaging
mediums are effective for reaching and intreuging our desired audiences.
The following four are strategies that we identified as effective ways for
SImple Kneads to increase brand awareness among potential customers,
and increase brand loyalty within active markets:
The remainder of the report describes the goals of each strategy in detail,
as well as provides tactics with logistics and suggestions for execution.
In future semesters, this information could be handed to future teams
further development and implementation.
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Strategy 1:
Social Media Campaigns
Logistics
Live Oak Communications creative team has the talent and resources to prepare
photoshoots and make sure backpocket content is ready to post for campaigns.
Cost is low being that social media accounts are unpaid. Rather than pushing ads,
this is about creating quality content that genuinely interests consumers.
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Strategy 2:
Pitching Media Outlets
Write Unique Pitches Contact journalists covering beats related to food, culture or
business. Coverage in newspapers offers publicity to a wider
for Newspapers: audience, either to attract customers or build name recognition.
Create Media Lists Lists of online bloggers or social media figures must be compiled
and then contacted. Story pitches should be tailored to meet
for Online Sources: niche markets addressed by influencers.
Get Involved with College campus news networks are a great way to reach younger
audiences, especially when stories can connect a Simple Kneads
Student Media: product or event to campus. Spoon U should be considered.
Logistics
Our agency has the resources to write media pitches and compile media lists.
Other than allotment of time, pitching news stories relies on third-party advocacy
and publicity, not funding. This is about getting a worthy story covered.
Response can be correlated with increased website visits following story releases.
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Strategy 3:
Interacting with Health Influencers
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Strategy 4:
Producing Story-Telling Video
Logistics
The ability for Live Oak Communications to produce video work in-house will
depend on the selected concept and mass of production. This will be discussed
and determined with next semesters creative team.
We have the capacity to research production companies and quotes for outside work.
Effectiveness can be gagued by analyzing video shares, views and changes in sales.
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