imc for yasso frozen greek yogurt

7/23/2019 IMC for Yasso Frozen Greek Yogurt

1/56blair & erin & lauren & lydia & rachel

a plan by


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Executive Summary.1

Research..2

Competitive Analysis..17SWOT

Issues & Opportunities.19

Target....2

Marketing.3

Pubic Relations....34

Media

Budget.

Measurement.54


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Executive Summary

Team Yogurls has created an extensivetwelve-month marketing plan forYasso Greek Yogurt to implement in 2014.

Founded right outside of Boston,Massachusetts in July of 2009, theYasso product was first delivered tostores in 2011 and is relatively new tthe frozen novelty food category.

Since the brands inception, Yasso hasput a lot of effort into developing theproduct, landing influential distributionchannels across the US and expandingas a fast growing novelty brand.

Our plans book maps out Yassos next steps as a new brand featured in the frozenaisle at supermarkets and superstores. An overbearing amount of well-known frozendesserts and snacks already live within the frozen novelty category including brandssuch as Ben and Jerrys, TCBY, Adonia and Skinny Cow. Competition is tight.

This plan must generate brand awareness and affinity for Yasso by utilizinginteractive and relevant outlets for women between the ages of 18 and 50.

Using extensive research, our plans book will uncover the targets eating habits andbrand values. These insights will drive a repositioning for the Yasso brand. Yogurlswill also utilize a celebrity endorser to introduce the up and coming brand, becomemore closely involved in CSR, and develop local relationships to effectively cutthrough the saturated frozen novelty and Greek yogurt markets.


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Research MethodsTeam Yogurls created a four-part primary market research plan includ

An observational field

study that took place atlocal grocery stores

An Internet surveydistributed via Facebook and Twitter focusing onCSR and buying local

habits

A series ofin-depthinterviews

Our secondary research is comprised of findings fromMintel, Internet sources, and activity on current socialmedia supplement our findings.

An in-depth surveytaken by 18

Emerson graduatestudents


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Graduate Student SurveyYogurls first chose to survey a sample of EmersonGraduate school students. We chose to survey graduatestudents because they are closer to the core of Yassos

target.

Yogurls also wanted the opportunity to compose primaryresearch using the Yasso brand name. In order to dothis, Yogurls had to stay within to the Emersoncommunity.

Out of the 18 people who participated in this survey, 40%of the participants provided their demographic

information. Participant ages ranged between 22 and 32and the gender majority skewed slightly female.

We wanted to gather information from this segment tobetter understand their relation to health and lifestyle;gauge frozen treat preferences; and understand keyfactors in their frozen treat buying process, such aswhere they buy their frozen treats and the amount theyare willing to spend on a box.

Finally, we asked if the participants had either heard ofthe Yasso brand or tried the bars.

The Questions We Asked:

How healthy do youconsider your lifestyle tbe?

What are some of thefactors you have in minwhen buying a frozensnack or dessert?

What do you look forin a frozen snack ordessert?

Have you tried frozenGreek yogurt?

Where do you typicallybuy frozen treats?

At what time in the dawould you typically eatfrozen yogurt or ice cretreat?

Would you eat frozenGreek yogurt forbreakfast?

Have you heard of Yasfrozen Greek yogurt?


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Our participants considered themselves either moderately healthy or health

Graduate Student Survey Results

Healthy44%

ModeratelyHealthy

56%

How healthy do you consider yourself?No one from our

sample felt they lead avery healthy or (onthe opposite end of thespectrum) a not veryhealthy lifestyle.

Our target finds value in maintaininga healthy or moderately healthylifestyle yet only 55% percentexercise on a weekly basis oreveryday. This shows that while

people value healthy living, theirhabits may fluctuate. Consumerswho claim to lead healthy lifestylesdo not necessarily visit the gym on aday-to-day basis.

Everyday6%

Once orTwice aWeek50%

A FewTimes aMonth33%

Never11%

How often do you exercise?


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Graduate Student Survey ResultsIn gauging the consumers values when purchasing their frozen treats,taste was the number one answer in the open-ended section with 10mentions. Other words such as price, calories and sugar came inclose second with five to seven mentions each.


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Only 22% of participants had previously tried frozen Greek yogurt,while 67% claimed to like regular Greek yogurt. This data shows thatthe frozen Greek yogurt category that has yet to hit its full potential.Brand recognition was also very low, with only 5% having heard ofthe Yasso brand.

6 7 % like r e g u la r

Gr e ek y og u r t

5 % H

a v e he a r d o f t h e Y a s s o b r a nd

2 2 % like fro z

e n

G re e k

yo g u r t


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We also conducted research to learn more about the time of dayconsumers would be willing to eat the product. A whopping 89% ofparticipants claimed they wouldNOT eat a frozen yogurt treat forbreakfast and all participants claimed they would eat frozen yogurtbetween afternoon and nighttime hours. We believe it will take majorefforts to change peoples frozen treat eating habits and we will notfocus on changing behaviors.

100%eat frozen yogurtin the afternoon

and nighttime

89%would NOT eat afrozen yogurt treat

for breakfast


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Observational Fieldwork

Yogurls visited two supermarkets that carry Yasso to observe consumerbehavior in the frozen novelties aisle. We took note of consumersbehavior as they passed the Yasso products on the shelves. We alsoviewed competing products shelf placement in relation to Yassos shelfplacement.


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Local Food Survey

After taking in the presentationmade by the client, one of the majortake-aways Yogurls wanted toemphasize was the fact that thebrand is a small Boston-basedstartup and that they are involved ina variety of charities.

We conducted a small online surveyof 17 people, attempting to see if itscommon for people buy their dairyproducts such as yogurt or icecream with locality in mind. We alsowanted to see if people activelyseek out brands with honorable

CSR campaigns.


What are your ice creabrands?

What are your favoriteyogurt brands?

Are these brands localyour hometown and/orcurrent residence?

Do you prefer to buylocally produced foodproducts?

Where do you prefer tobuy your groceries?

Do you buy products fbusinesses that you knogive back to thecommunity?

What are somebusinesses that you thindo a good job at givinback to the community?

What are some localbrands that you support


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Local Food Survey ResultsBen & Jerrys and Chobani are the most well known, popular ice cream and yogbrands included in our survey. Other brands such as Brighams, Haagen Dazs,Edys, Friendlys, Fage, Yoplait, Stonyfield, Gogurt, Red Mango, and Berrylinewere mentioned as well.

People who enjoyed the products were not necessarily from (or currently living inthe area where these products are produced, and did not associate their favorite

ice cream brands with being local to them.

All of these brands are major names and distributed on a mass production level.They are not similar to Yasso on these terms at this stage in Yassos businessdevelopment.

When people were asked, Do youprefer to buy local food products andsupport local businesses? animpressive 81% of participantsanswered sometimes to always.

Additionally, 89% of participantssometimes to always supportbusinesses that give back to theircommunities.

People answering the surveys didnt

have any issue listing their favoritelocal brands and favorite brands thatare involved with CSR, which provethese are great areas to focus on inour campaign.

81%sometimes toalways supportlocal brands

89%sometimes toalways supportbusinesses that

give back


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In-Depth Interviews

Yogurls completed seven in-depthinterviews. The interview subjectswere all females, ranging betweenthe ages 21-50. Six of the sevensubjects have young children.

Regina, 21, and Rebecca, 42 arefrom New Jersey. Jen, 41, recentlyrelocated from Los Angeles toOregon. Marissa, 30, and Tanja, 32,live in Connecticut. Christine, 28,and Julia, 50, live in Massachusetts.

We interviewed these women tolearn about their yogurt eating-habits, frozen novelty-eating habits,their nutritional concerns when itcomes to eating frozen items forthemselves and their children, aswell as their knowledge of Yassofrozen Greek yogurt.


Tell me about yourexperiences groceryshopping in the frozenaisle.

What frozen snacks anddesserts are you mostattracted to?

What would make youinclined to buy frozenGreek yogurt?

What factors come intoplay when choosingbetween your favoritebrands?

How important arenutrition facts such ascalories, fat and sugar,when it comes to desseitems?

Would you consider eata frozen Greek yogurtfor breakfast?

Have you ever heard oYasso frozen Greekyogurt?


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In-Depth Interview HighlightsSubjects ate yogurt as a snack regularly, however, one subject does not like Greekyogurt. The subjects with children also let their children eat yogurt as a snack. Whecomes to frozen novelties, they ate them as frequently as every day to hardly ever.

Their nutritional concerns of frozen novelties also varied. Five of the subjects wereconcerned with mostly calories and fat, while the remaining two did not worry abounutritional factors because frozen novelties are considered an infrequent treat.Likewise if frozen novelties were an infrequent treat for the children, then the lessconcerned subjects were about nutritional information.

When it comes to Yasso brand recognition, only Tanja and Julia knew of the producbut had not tried it. Both subjects said the packaging looked clean.

Gre e k yog ur t

is a re g u la r s n a c k

Pa c ka g in g lo o ks c le a n

F r oze n nove lt ie s a r e a n in f r e q ue n t

t r e a t

Ill e a t f r oze n yog ur t a lm os t

e ve r yd a y


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Overarching Findings

o Nutrition, living healthy and taste are extremely important factors in theprocesso Even though brand recognition is low, there is hope for the growing fr

Greek yogurt category

o We will not focus on changing people's breakfast behaviors in our camo We want to focus on brand recognitiono The Yasso target is likely to shop in grocery storeso Need to work on consistent positioning in storeso People value CSRo People value business locality

brand recognitionCSR

grocery store

positioning

local business nutrition

growing category


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Industry InsightsIce cream and frozen novelties are a $10.7 billion industry, which increased 4.1% frthis past year. Consumers generally choose value pricing, second to flavor in thefrozen novelty and ice cream market.

As for competition in this market, Nestle is the leading competitor holding 23.6% omarket share in the ice cream and frozen novelties. Private labels take a strongsecond place with 21.5%. The leading brand in frozen novelties are Skinny Cow,Dryers Eddys and Drumsticks.

one of the

most popular

firstdatespots

According toThe New York Observer , frozenyogurt shops are the most popular first datedestinations. Another industry note is that vanilla

costs are soaring, while dairy prices are goingdown.

Self-serve frozen yogurt where you can add youown toppings and price is based on weight isgaining popularity.

The frozen yogurt trend took off about 3-4 yearago and has been rapidly expanding since. Some

wonder if its becoming an overly saturatedmarket.

10.7 milliondollar industry 4.1 percentfromlast year


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Container size and brand name are of equal importance to consumers in general,but container size is more important to consumers between the ages of 18-24, whoare looking for single servings on the run. This demographic is typically the mostfitness-oriented and trend savvy.

Brand name is more important to consumers between the ages of 55-64. Healthinformation is important to about half of the respondents in older demographics.Consumers choose value pricing, second to flavor in the frozen novelty and icecream market. 18-34 year-olds make up 24.8% of the ice cream-consumingpopulation.

Health-conscientious consumers whobuy into this segment also want to havean indulgent experiencecreating roomfor super-premium suppliers to blendtheir br and im age w ith a m or enutritional product. Strategically, these

markers must maintain characteristicsthat elevate the brand above thestandard, such as unusual flavors andcombinations.

-Mintel

Expand the reach for frozen yogurtto include times of day thatconsumers might not likely reach foritwith added health and functionalbenefits and tangier taste, why notinitiate consumption of frozen yogurt

for breakfast? Using granola orcereal brands as a mix-in mightperpetuate this notion.

-Mintel Ice cream andFrozen novelties, US, May 2008

Consumer Insights

Women consume frozen novelties more than men (although frozen novelties areconsumed far less than ice cream). This is thought to be because they areindulgences allowing for portion control which appeals to diet-minded/health-conscious consumers.


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Consumer InsightsIncome can be associated with ones level of education attained. As suchhigher income earners are more likely to be educated about the featuresand benefits of ice cream alternatives.

Millennials are the most educated generation in history about food, and view theworld as one wide open eating opportunity.

Iconoculture

0 100 200 300 400 500

ozen Yogurt is healthier than IceCream

Frozen Yogurt has more naturalingredients than ice cream

I would eat more frozen yogurt ifthere was more variety

prefer frozen yogurt to ice cream

All


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Competitive Analysis


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Strengths Healthy Product Largest Bar on the Market Available Nationwide Can be Eaten on the Go/Anywhere Social Media Activity is Strong on Facebook Local Up-and-Coming Company Positive Publicity in Media Values CSR Great Existing Brand Creative Briefs

Opportunitieso Offer Product in a Wider Variety of

Locations (ie. Convenient Stores)o Join the Protein Replacement Trendo Food truck culture

o Attending Local Boston Eventso Attending National Events

o Recently Added Flavors

Weaknesseso Weak Brand Awarenesso Price versus Quantity of Bars MakeCommitment Purchaseo Greek Yogurt Taste (Deterring for Soo Flavors are Boring (Facebook Sento Competition is Steep in Frozen TreatMarket

Threatso Frozen Yogurt Shops with PhysicalLocationso Long Winter Monthso Saturated Frozen Novelty Products Mo Saturated Greek Yogurt Marketo

Froyo or Greek Trend May Die Ou

SWOT Analysis


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Americans are still feeling the effects of the 2008 recession. Today, 50% of the worlpopulation under 27 is unemployed and 43% of recent college graduates are workingthat dont require a Bachelors degree.

The median household income under 35 fell 37% between 2005 and 2010 from 68.5K

50k. According to the American Psychological Association, because of this imminentpressure, Millennials have been declared to be the most stressed generation.

Because of the economic downturn, future influential generations have become moresimplistic, practical and find more enjoyment expressing individualism than pastgenerations. It also means Millennials may not want to spurge on a fancy treat withexpendable income.

ISSUESEconomic Recession

SeasonalityAlthough Yasso is distributed all over the country, the majority of the areas that Yasbars are sold within have a seasonal climate change. It is a well know fact that thepopularity of frozen treats sky rockets in the warmer months and plummets during thcold winter. This is especially so in New England. Sales during the summer monthsmay not be enough to repair the damage that will be done if consumers lose interesthe frozen Greek yogurt bars.

Median HHI

37% 20 05-2010


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ISSUESVeganism

Among the several modern day health food and dietary trends is veganism. There isincrease in the prevalence of vegan cookbooks; cafes and restaurants. Packaged goodsare marked as vegan as a selling point. Veganism is becoming chic as it is practicedsingers, athletes, and even Bill Clinton. There were 7.5 million vegans in the US as2011. That number had doubled within the two most recent years.

.

82%of

vegans are inour target

59% of vegans are women and 82%of vegans fall within our target agerange. The primary reason for peoplebecome vegan is for health reasonswhich is closely followed byenvironmental concern. Animalwelfare and natural approaches towellness follow. And finally, weightloss and maintenance is one of theleast popular reasons people becomevegan. Educated young people areapt to take on the vegan diet, whichcan be a deterrent from purchasinglactose Yasso bars.

there are

15 millionVegans in America


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ISSUESIcelandic Yogurt: Skyr

Icelandic yogurt, known as skyr, is making its way to the US with popularity amongearly adopter audience. Currently a variety of skyr is available at Whole Food locatioalong the East Coast and Southern California. Skyr boasts similar health benefits asGreek yogurt such as a healthy dose of calcium and protein, in addition to a low facontent. Popular brands of skyr are Siggis and Skyr.is.

Saturation of Greek Yogurt MarketWithin four years Chobani has become the leader in the Greek yogurt market, holdin47% of the market. The second market leader is Fage, holding 17% of the market.Chobani is easily the most recognizable name in Greek yogurt category and Fage isextremely popular with the early adopter set. These brands are synonymous withquality Greek yogurt.

Krafts Athenos brand of Greek yogurtonly lasted a measly two years ongrocery store shelves. Kraft wasnt theonly major food brand that is jumpingGreek yogurt bandwagon. Other majorbrands, according to the chart, areGeneral Mills and Dannon are barelystaying afloat in the Greek yogurtindustry. Recently PepsiCo just entered

the market with its product, Mller andinevitably started the yogurt wars.Overall, the market is full of recognizabbrands and on the cusp of becomingcluttered. Yasso needs to separate itselffrom that clutter.

Chobani47%

Fage14%

Dannon20%

GeneralMills6%

Other 13%

May 12, 2012


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Popularity of self serveWorking in opposition to the popularityserve, Yasso offers portion control and tis not the option to add fattening toppinSome people may prefer the soft servetexture, going into the store and addingown mix of toppings, but we could empthat by adding all these unhealthy toppinyou are losing the benefits of eating froyogurt, and might as well be eating icecream. Yasso, being prepackaged andwrapped, offers portion control and a seamount of calories, fats etc.

ToppingsOVER-LOAD

New England Loves Ice CreamNew Englanders are the leading consumer ofice cream, and the theory behind the statisticironically has to do with the regions long andbrutal winters. When summer is approaching

New Englanders come out of hibernation andare looking to celebrate the beginning of theseason with a cold and sweet treat. Yasso hasthe opportunity to flaunt its nutritional valuewhile comparing itself to calorie and sugarpacked ice cream. There is a goldenopportunity to position the bars as a healthyyet sweet frozen alternative for the beginning

of summer celebration.

ISSUES


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Women's Health Awareness TrendYogurt, Greek yogurt, and Yasso Bars contain probiotics and antioxidanwhich are both focal points in the womens health awareness movemenAntioxidants fight free radicals, which can cause irreversible damage to

your DNA.

OPPORTUNITES

Antioxidants are said to havemany healthful benefits inaddition to removing free radicalsfrom your bloodstream such asreducing wrinkles and protectingskin from sun damage. Although

they do not treat theaforementioned problems, theyare used as preventativemeasures. Antioxidants are alsosaid to help fight against cancer,cardiovascular disease,cataracts, and immunedysfunction.

Yogurt is one of the easiest and cheapest ways to intake probioticsthat can boost your immune system and stave off colds, yeastinfections, and even flatulence! Probiotic is Greek for for life.


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Greek Yogurt TrendAs Americans become more health-conscious, trends are showingpeople are swapping from sugary treats and traditional yogurts to Greekyogurts. The tangy, creamier alternative is strained to remove much of

the whey and sugar, while leaving behind muscle-replenishing protein.

OPPORTUNITES

Chobani Corporationspearheaded theGreek yogurt craze i2005. Within 5 yearssales, Greek yogurtdoubled market sharefrom under 2% in 2Greek yogurt nowaccounts for 36 percof the $6.5 billionindustry in total U.Syogurt sales, accordinto investment firmAllianceBernstein.

Greek yogurtaccounts for 36% of $65

billion total U.S.yogurt sales


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Childhood Obesity EpidemicChildhood obesity has more than doubled in children and tripled in adolescents ovthe past 30 years.

Overweight and obesity are the result of a caloric imbalance which is when toocalories are expended in comparison to how many calories are consumed. Accordinto the Center for Disease Control and Preventions, this imbalance also has to do

genetic, behavioral and other environmental factors.

Many medical websites do not suggest puttingchildren on diets because they need nutrientsand energy for development and growth.Yasso provides a controlled serving size andfixed caloric intake that will appeal to youngmothers concerned with this epidemic.

Eating while watching TV/ in front of thecomputer/ playing video games isdiscouraged. Yasso bars make eating on thego easier which thus encourages physicalactivity.

It is also important that children eat food thatis low in fat. Yasso bars are low in fat andsugar unlike many food products marketed tochildren these days.

We can't lie aroundon the couch eatingFrench fries andcandy bars and

expect our kids to eatcarrots and runaround the block.

OPPORTUNITES


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Redefining the Triple Threat

TARGET

warm

hearted

women

They care aboutthe health of

their loved ones

They areeducated abouthealth issues

The health benefits of

Yasso most greatlyimpact women


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TARGET

WomenAges18-501. Young Professionals

2. Young Mothers

3. College Students1. New England2. United States

HHII$50K -$100K

SeekingBachelorsdegree or

higher

o Fitness & YogaEnthusiasts

o Healthy Eaters

o Trend Awareness

o Food Knowledge


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Sherine25Brookline, MAWeb Engineer$80,000


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Christine

34New London, CTRealtor$65,000

Christinesdaughter

Sophia2 yrs.


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MARKETING

OBJECTIVE #1:Increase brand

awareness by 10%

Tie-ins withmulticulturalinfluencers

Expandguerrillamarketing

OBJECTIVE #2:

Develop a positivereputation tocoincide withObjective #1

Relate Yassoto a fitnessorientedlifestyle

Cultivate aculture of CSR


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What are the creative executionsexpected to accomplish?o Brand Awarenesso Call to Actiono Increase Saleso Become a Lifestyle Brand

Who are we talking to?Women ages 18-50o Young Mothers, with children


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Boston-based Yasso offers the firstfrozen Greek yogurt bar providingfemale consumers between the ages

of 18 and 50 a nutritious guilt freetreat that is low calorie and proteinpacked.

This positioning statement emphasizes the key aspects of Yassos frozen Greek yogurt bar athe overall brand that needs to be shared with the target audience.

The first aspect highlights Yassos origin city with Boston-based Yasso. The location is

imperative to the statement because the local characteristic relates to brand awareness.Results from our Local Food Survey show 81% of participants sometimes to always supthese brands.

The second element of the positioning statement declares Yasso as the first frozen Greekyogurt. Being first to market is crucial for the early adopter set, which encompasses thepsychographics of the young adult, female primary target.

The third aspect that is highlighted in the positioning statement describes the Yasso bars astreat in the clause, a nutritious guilt-free treat that is low calorie and protein packed.

After analyzing the in-depth interviews, Yogurls took note of one respondent's answer to thequestion, Would you eat frozen Greek yogurt for breakfast? The respondents answermentioned that she would get a toothache if she were to eat something frozen along with hhot coffee. We decided coffee in the morning is too strong of an American breakfast stapleYasso to fight. In addition, the idea of frozen yogurt for breakfast creates cognitive dissonaWhile treat limits the product from including breakfast, it does however encompass desserand snacks while alluding to a sense of novelty rather than commodity.

POSITIONING


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TONE

The tone for this campaign coincides with the current Yassobrand. The characteristics representing visual tone such asModern and Upbeat appeal to the early adopter-likepsychographics of our target. Feminine corresponds with ourtargets demographics. Playful is how the voice of Yasso will beportrayed.


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OverviewOur public relations plan will be built upon:1. A celebrity endorsement.2. An in-depth media outreach campaign3. A variety of promotional events and partnerships

A celebrity endorsement will demand a large portion of the campaignsbudget, but will be extremely effective in helping Yasso obtain our goalincreasing brand awareness by 10%.

The teams media outreach plan will target local and national publicationsincluding mommy blogs, health and fitness magazines, and villageweeklies.

We tailored Yasso sponsored events and partnerships to appeal to health-conscious women between the ages of 18 to 50.

PUBLIC RELATIONS

celebrity endorsement local events

charitymedia outreach


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Celebrity Endorsement

Yasso will use images of Maria

Menounos in creative assets. Shewill take on the role of celebrityspokeswoman and sponsor.

Her mild celebrity status makes a

partnership an attainable goal.The women of Yasso will mostlikely identify with her upbeat andhealthy lifestyle.

Considering Menounos isa Medford, MA native and

of Greek descent we feelshe would be the perfectindividual to representYasso.


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About MenounosMaria Menounos is an actress, journalist, and television presenter with a knack foradventure and a heart for social change.

Born and raised in Massachusetts to Greek immigrant parents, Costas and Litsa,Menounos attended the Greek Orthodox Church and is fluent in the Greek language

After graduating in 2000, Menounos

became a reporter for Channel OneNews before moving on to theentertainment industry.

She appeared on Access Hollywood , One Tree Hill , Dancing With The Stars , and hosted The Challenge and reunion specials ofThe Real World .

She has been named one of PeopleMagazine's "50 Most BeautifulPeople" and is the founder ofcharity organization, "Take ActionHollywood!" that works to fightAIDS.

She stepped into the spotlight early, whenshe won Miss Massachusetts Teen USA.

She then went on to pursue her passion forentertainment at Emerson College, whereshe took part in the now award-winningorganization, Emerson Independent Video.


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Media ListPress releases and pitches will be drafted for the release of the new Yasflavors and sent out to all appropriate contacts on the media list. EveryYasso event will also be pitched to all New England outlets that arefeatured on our list, appealing to the editors with a local community ang.

o Mommy bloggerso Health and Wellness bloggerso College bloggerso Lifestyle magazineso Fashion magazineso Food magazineso Fitness/Health magazineso Local (New England) weeklieso Local (New England) newspublications food editorso

Local (New England) newsstations radio & television


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FOR IMMEDIATE REL

Yogurls Marketing A617-555-1

PR@yogurls.

YASSO FROZEN GREEK YOGURT SPONSORS FREE PUBLIC YOGA SESSIONSAROUND BOSTON THIS SUMMER

(BOSTON, MA) JUNE 1, 2013 Yasso Frozen Greek Yogurt is announcing the dates todatheir pop-up Yasso yoga sessions which will be taking place bi-weekly in some of Bostopopular public parks including, the Boston Common, the Esplanade, Back Bay Fens, CamCommon, and the Rose Kennedy Greenway. The Yasso Yoga summer sessions will be thseries of its kind sponsored by the Boston based start-up.

Each Yasso Yoga Session will be free and open to the public, lasting one hour and hosprofessional and certified yoga instructor. Yasso Yoga Sessions are appropriate for beginneand welcome participants of all ages to attend. At the end of each session the Yasso Trbe on site to provide attendees with a sample of the protein-packed Yasso bars. Yassoprovide free yoga mats in the shape of frozen Greek yogurt bars for participants to use.

The series will kick off on the first Saturday of the much anticipated summer season. Tschedule for the following six sessions are as follows:

o Saturday June 22nd @ 1pm, Boston Common across from the Frog Pondo Saturday July 6th @ 1pm, Rose Kennedy Greenway across from Hanover Sto Saturday July20th @ 1pm, Cambridge Common under the willow treeso Saturday August 3rd @ 1pm, Back Bay Fens adjacent to the MFAo Saturday August 16th @ 1pm, the Esplanade in front of the Hatch Shello Saturday August 31 @ 1pm, Jamaica Pond across from the boat house

About Yasso : Founders of Yasso, Amanda and Drew are long time childhood friends whup in 2009 to create the first ever frozen Greek yogurt bar. Consumers quickly becameand Yasso grew rapidly. Now staffed with a team of fun and energetic people, Yasso haone of the fastest-growing frozen novelty brands in the country. As they look to the futwill continue to create products that are delicious, nutritious, and authentic, loyal to thevalues Yasso has had since its inception.

###


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Lauren DiZazzo, Communications ManagerApollo Food Group617-555-6391

Dawn Roode, Editorial DirectorMA Metro Parents(617) 315-0800

[email protected]

Dear Ms. Roode,

Stereotypical subcultures such as eco-friendly hippies are no longer the only segment of the populatwho are concerned with the ingredients of the food they consume every day. The media as well aUnited States government have made strides to inform our nation of the growing obesity epidemic,mainly focusing on the 17 percent of Americas children (between the ages of 2 and 19) who areconsidered to be obese. The production and promotion of nutritional foods that appeal to young chiis a necessary step to take towards bettering the health of our nation, and organizations such as AFood Group are striving to do just that with the release of three new Yasso frozen Greek yogurt f

Yasso frozen Greek yogurt bars were born in Boston, MA and are the pride product of Apollo FoGroup. Yasso produces a line of frozen Greek yogurt treats including smoothies and frozen bars, anstrives to provide mothers who are seeking healthier snacks for their children with a sweet, proteinpacked snack. The organization has recently decided to broaden their horizons by developing threedelicious flavors including Mango, Coconut, and Vanilla Bean. All of the bars are fat free, containof protein essential to childrens nutrition, and are free of all artificial sweeteners. The new flavorsbeen released just in time for the upcoming summer season! Yasso will be encouraging youngsterstheir mothers to sample the tropical flavors by offering free samples via the Yasso truck which wilsurprise guest appearances at local Boston playgrounds.

We look forward to hearing from you and hope that your publications will assist our team in introcaring mothers and their children to the nutritional and tasty products Yasso has to offer. We willreleasing the Yasso Truck schedule to local publications, and please contact me to request a scheduand regarding any questions you may have concerning the products, I can be contacted any time vemail at [email protected] or by phone at 617-555-6391.

Sincerely,Lauren DiZazzo


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Yasso Guest AppearancesYogurls carefully selected New England-based events to sponsor. At theseevents we will have a presence that we are callingYasso GuestAppearances.

The Yasso truck will be parked atevents such as the BostonMarathon, Tufts 10K, the BostonMusic Festival, and the NewportFolk Festival making Guest Appearances. In addition tomaking Yassos presence knownat these highly publicized events,we also plan on attending smallercommunity events, such as theSoWa Open Market and theBoston Greek Pride Parade. Wewill aim to seek out events takingplace in some of Bostons uniqueneighborhoods where we willhave the opportunity to spreadthe word and Yasso goodness.


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Yasso Yoga SessionsYasso Yoga Sessions provide an opportunity to reinforce Yassos value of communityThe portable yoga classes will take place bi-weekly during the spring and summer.Sessions will be conducted by a professional yoga instructor on heavily traveledoutdoor spaces all over Boston, including:o Boston Commono Rose Kennedy Greenwayo Cambridge Commono Back Bay Fenso The Esplanadeo Jamaica Pond

Not only will Yasso provide theyoga instructor, but it will alsohand out free Yasso bar shapedyoga mats and ice cold Yassobars at the end of every class.

Passersby will see the classtaking place and hopefully beintrigued by the brand that issponsoring the event. But we will

also promote the event so peopleare aware of the classes. Complementary

Yoga Mat


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Partnership with Athleta

The partnership with Athleta will be active during the summer and fall months. Thipartnership will be centered around yoga events and the yoga products Athleta offeras well as their culture. Their yoga pants and tops are in the medium-high priceand fall within a price range that attracts our target demographic. (~$50-$150)

An Athleta representative will be at the Yasso Yoga Sessions and will have productcatalogs, information and items for sale. Athleta will have signage and exposurethe yoga sessions as an incentive on their end of the partnership. This is a chanc

them to bring in potential sales and new customers.This partnership would give Yasso added brand exposure and awareness becausethis is such a popular brand and fits the lifestyle of our target. Athleta has a popublog Athleta Chi which can feature stories about Yasso and the larger partnership.More importantly Athleta has a store on Newbury Street which hosts athletic andsocial events as well as yoga classes a few times a month. If we partnered withwe could provide bars and coupons at the store/events that will get more people tothe bars, building brand awareness. Our product is healthy and fits into the Athetaenthusiasts lifestyle and fitness routine. Some of their fitness classes include lightrefreshments and even brunches so this could be a way to integrate our Yasso barsinto the Athleta brand.


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For the Yasso media buys, Yogurls is focusing on online outlets. Our goals remainsame, to create more brand awareness and generate a buzz with those in the earlyadopter group. We are allocating approximately $60,000 to our media plan. Media wtake up a small portion of the total budget because we are directing most of our etoward events and public relations tactics. We believe our Public Relations plan iswhere we can be more creative and cost effective

MEDIA

Going off of the community connection we are going to place a banner and side badvertisement on the Improper Bostonian homepage, which will cost $3,500 for a twweek run. We will place this ad in the late spring, just before the summer.

The online media strategy will encompass online socialmedia platforms in addition to online ad buys. The socialmedia platforms we will utilize will be the the ones that aremost popular with our targets, especially the earlyadopters. The social media elements will encourageconsumer to business interaction within the community.

We are inserting the salary for aCommunity Manager

and Intern into the budget of about $35,000 a year.

These individuals will be in charge of managing the Facebook, Instagram, Pintrest aTwitter, as well as the Check-ins for Yelp and Foursquare. They will also conductresearch and compose articles for BostInno Channel posts.


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We will also run a homepage banner and square ad onThought Catalog for a fewweeks in the beginning of the year. This strictly online publication is popular amo20-somethings. The contents of this blog are short essays by both the staff andpeople who submit.

To coincide with Yassos mission to promotea healthy lifestyle, we will also put a bannerand square ad in the online version ofFlowYoga Magazine . Flow is a publicationdedicated to yoga, and is not the most

popular yoga magazine but its audience isgrowing and is targets the older segment ofour target.

The price is affordable. We will buy the 600 x200 banner on the website for one year. At$200 a month that will cost $2,400.

Another college blog where Yogurls willbuy a homepage and square spot ion the HerCampus main site. An ad placedthere has a rate of $10 per CPM.HerCampus reaches approximately onemillion unique monthly visitors and ispopular among college women.


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banner ad

s i d e - b a r a d

square ad


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Yogurls will purchase aBostInno Channel for Yasso as a form of contentmarketing, The estimated cost is $500 per year. The Community Managewill create posts for the channel that will focus on healthy diet habits, lfood events, and the childhood obesity epidemic.

Yogurls is also going toconcept scan-able coupons tobe distributed around collegecampuses, public transit, and inlocal health clubs/gyms. Onesuch gym we want me to pushthe coupons in isHealthworksbecause it is a fitness centerfor women. Healthworks haslocations around Boston in theBack Bay and Coolidge Cornerneighborhoods.

These coupons can be scanned with any smartphone QR code reader.Immediately after they are scanned, a digital coupon pops up for a freeof Yasso bars. This coupon can be redeemed at participating grocerystores or at the Yasso food truck. This promotion will run in May 2014


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front

back

3

3

scan-able coupon


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C a m p a

i g n

T i m e

l i n e


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CommunityManagement58%

BostInnoChannel

1%

Ad Buys Online33%

Scan-ableCoupons

7%

Leeway1%

Total Media Budget: $60,000

$4,200 $600

$34,800

$600

$19,800


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Total Budget

Media.$60Maria Menounos Image.$500,000Maria Menounos Photoshoot costs$40,000

o Photographero Studio rentalo Photo editingo Digital ad creation

Yasso Truck Appearances...................$35,000o @ $5,000 per event X 7 events

Yasso Yoga Sessions$130,000o $50,000 for Yasso popsicle yoga mat productiono Staff handing out yoga equipmento Yoga instructorso Photographer

Community Manager and Intern.$35,000Athleta Parntership.$20,000Donations to Charity.$30,000

o $10,000 to One Fundo $10,000 to Boston Childrenso $10,000 to Tufts 10K

Scan-able Coupons.$50,000Total = $900,000


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We have set aside $1,000,000 in miscellaneous costs, such astravel and unanticipated bills. There is also the possibility thatusing Maria Menounos in our digital ads will cost more thanexpected, as will managing all the publicity.

With a million-dollar budget, we areable to allocate substantial amounts ofmoney to all of the tactics. The MariaMenounos campaign is allocated thelargest sum of money because webelieve that this tactic will greatlycontribute to our goal of increasingbrand awareness.

We are allocating $35,000 to bring the Yassotruck to events. This includes insurance, gas,and compensating the operators for their work.

The Yasso Yoga Sessions require money for several

factors including popsicle yoga mat production,compensating the instructors, an purchasing city permits.

We will also donate $10,000 tothe Bostons One Fund, BostonChildrens Hospital, and the Tufts10K for Women to support ourCSR goals.


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Measurement

At the end of this year long campaign Yogurls will report the effectivenof the strategies and tactics. The campaign plan includes heavy socialmedia efforts, so evaluation of these efforts will be based on the numbeof Facebook likes, Twitter followers, Pinterest pins, and Yelp reviews inJanuary 2014 which will be closely compared to the numbers resulting i

January 2013.

The social media buzz surrounding Yasso sponsored events such asYasso Yoga Sessions and Yasso Guest Appearances will also bemonitored. The number of mentions, retweets, and posts will be reported

By utilizing a well developed media list and implementing a strategicmedia outreach campaign, Yogurls plans to receive a solid amount of

media placements in local weeklies, mommy blogs, and lifestylemagazines. The media hits our team receives will be tracked through aclipping system and quarterly publicity reports will be be delivered to thclient

During the digital coupon campaign Yogurls will also track how manyscans the coupons receive, how much traffic they drive to the website,and how many boxes of Yasso are redeemed.

imc for yasso frozen greek yogurt

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