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PHASE II PRESENTATION YUBAN. amanda. lauren. elaine. jeff. lily. YUBAN PHASE II. 8.7.2007. AGENDA. WHAT’S THE BIG IDEA WHO WE ARE HOW WE WORK WHY YB. Strategy Recap. Brand & Packaging Considerations. Online College City In-store. Conclusion & Future Insights.
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PHASE II PRESENTATION YUBAN
amanda lauren elaine jeff lily YUBAN PHASE II 8.7.2007
AGENDA WHAT’S THE BIG IDEA WHO WE ARE HOW WE WORK WHY YB Strategy Recap Brand & Packaging Considerations OnlineCollegeCity In-store Conclusion & Future Insights
What’s the big idea? Strategy Recap
It’s e a s i e r to be g r e e n than you t h i n k.
US COFFEE MARKET ANALYSIS WHAT IS MISSING? Ground Coffee for Gen-Y I Inexpensive AND Green SUSTAINABILITY OVERVIEW WHAT IS MISSING? THE BIG IDEA Value in CertificationsI Visible & Tangible Impact TARGET ANALYSIS WHAT IS NEEDED? CREATIVE STRATEGY simplicity
OBJECTIVE ACTIONABLE Our objective is to generate Yuban awareness.
MARKETING & COMMUNICATION GOAL GENERATE AWARENESS INNER-DIALOGUE CONSUMPTION HABITS EXTERNAL DISCUSSION YUBAN SALES
OBJECTIVE Campaign Description Drive Awareness Short-Term Sales Brand Advocacy ANNOYING CATCHY CLEVER COMPLEX CREATIVE EXTREME FLASHY FUNNY GLAMOROUS HAPPY HONEST INSPIRATIONAL MEANINGFUL ORDINARY OVERWHELMING RELAXING TRITE Think Dove Real Beauty Campaign
Who we are. Brand & Packaging Considerations
PACKAGING BROWN LIME GREEN CAN BAG Bland Just Coffee Ordinary Youthful Fun Energy Our Parents Old Industrial Modern Recyclable Fun
PARTNERSHIPS BRAND ASSOCIATIONS DRIVE CONSUMERS TO STORE TOOL FOR BREWING COFFEE PROMOTION OF PRODUCTS SIMPLE & MODERN BOTH PRODUCTS SOLD AT TARGET
How we work. Online Presence
WEBSITE YUBAN - ORDER YUBAN PRODUCT AND MR. COFFEE BREWERS - CHOOSE WHERE YOU WANT YOUR PROCEEDS TO GO - HOW-TO-BREW - ABOUT US (360 BRIEF TONE) SIMPLICITY - TIP OF THE DAY GREEN - INTERACTIVE CALCULATOR (COST SAVINGS & DAILY IMPACT) - DOWNLOADABLE CHECKLISTS (ROOM, DAILY LIFE, FOOD, TRANSPORTATION) THOUGHT - VIEW COLLEGE TOUR VIDEOS THROUGH YOUTUBE
YOUTUBE FRONTPAGE TAKEOVER ONLINE
we bought this ad so you could think about something else. yuban.
we bought this ad so other advertisers won’t pester you. yuban.
CONTEXTUAL TARGETING ONLINE Budget Travel: East Coast & Midwest: Entertainment/Gossip: Social Networks:
CONTEXTUAL TARGETING ONLINE Nightlife: Apartment & Job Search: Environmentalism: Sports:
ONLINE we bought this ad space so that you could think about something else. yuban.
How we work. College Tour
YB COLLEGE TOUR: 1 week at 8 US colleges COLLEGE TOUR U. of Michigan Penn State U. Mass U. of Maryland U. of Georgia U. of Texas U. of Colorado UC Berkeley
COLLEGE TOUR YB COLLEGE TOUR: Tactics - School newspaper mystery package - Facebook Flyers - Thought Bubbles - Yuban Stand - Free coffee all week (no cups) - Yuban insulated mug give away - “Overwhelming” green screen
yb overwhelmed?Yuban is a well established coffee brand which has been a pillar of sustainability and environmental advocacy for many years. Yuban is a well established coffee brand which has been a pillar of sustainability and environmental advocacy for many years. Yuban is a well established coffee brand which has been a pillar of sustainability and environmental advocacy for many years. Yuban is a well established coffee brand which has been a pillar of sustainability and environmental advocacy for many years. Yuban is a well established coffee brand which has been a pillar of sustainability and environmental advocacy for many years. NEWSPAPER KIT COLLEGE TOUR
SCHOOL SPECIFIC FACEBOOK BANNER COLLEGE TOUR
CAMPUS THOUGHT BUBBLES COLLEGE TOUR
y boverwhelmed?u n p l u g* yb.com y boverwhelmed?t u r n o f f* yb.com y boverwhelmed?w a l k* yb.com y boverwhelmed?r e u s e* yb.com y boverwhelmed?t h i n k* yb.com THOUGHT BUBBLES y b overwhelmed?d r i v e l e s s*yb.com
y b overwhelmed? BOOTH DESIGN COLLEGE TOUR
INSULATED MUG GIVE AWAY COLLEGE TOUR
GREEN SCREEN COLLEGE TOUR
GREEN SCREEN COLLEGE TOUR
GREEN SCREEN COLLEGE TOUR
How we work. City Tour
CITY TOUR YB CITY TOUR Denver Boston New York Atlanta San Francisco
PUBLIC TRANSIT ADVERTISING CITY TOUR RATIONALE - Our generation will go home and find out what Yuban is - Our generation is curious and will ask others what it is - Success demonstrated with Windorphins campaign - Can be used as billboard advertising - It is simple, refreshing, and breaks the clutter we bought this ad so you could think about something else. yuban.
How we work. In-Store Tactics
IN STORE y boverwhelmed?walk more* *it’s easier to be green than you think.find out more. www.yb.com OTHER MESSAGING go natural* use less water* drive less* unplug*
IN STORE y boverwhelmed?use less water* *it’s easier to be green than you think.find out more.www.yb.com
y bpredictable?try somethingn e w. It’s my favorite brand,but is itg r e e n? What I buy doesn’teffect the Earth,d o e s i t? I dare you to trysomethingd i f f e r e n t. y b reckless?consumeresponsibly. What doess u s t a i n a b i l i t ymeanto me?
Why yb. Conclusions & Future Insights