ResearchObjectives by Kate Byrne Connor Lillis Veronica Padilla

Research/Objectives by Kate Byrne, Connor Lillis, Veronica Padilla, Jacob Weichert

Public Relations/Issue Analysis -Fruttare and its brand personality lack awareness among the intended target market. -Fruttare’s equity as a brand authentically connected to music needs to be better developed. -Fruttare’s desire to be a lifestyle brand is not being met due to low visibility.

SWOT Analysis Strengths ● Fruttare brand is known in 15 countries ● Very active on social media across all platforms ● Over 1 million followers on Facebook ● Promotes a product that has real fruit, low -calories, and non-fat ● Focused on Millennials passion points: Music and “It’s all Good” brand personality Weaknesses ● Low brand awareness ● Consumers in this market are not generally brand loyal ● Lack of intuitive link between product and music Opportunities Threats ● Effortless celebrity Competitors: ● Access to music content ● Dole Fruit Bars ● Expand social media outreach to other ● Edy’s/Dreyer’s Outshine Fruit Bars spaces, like Pinterest ● Leaders in music space ● Be present at more music festivals around the country

Social Media Analysis ● ● ● Pepsi Diet Coke Anheuser-Busch Red Bull Mountain Dew

Fruttare - Publics Analysis Communication Issue - Although there is a loyal following, they have not established a well-known brand. - Flooded market, with so many ice-cream products, makes 70% of potential audience not pay attention to Fruttare. - Nearly half of current customers are from promotional media at music festivals like Coachella. Organization - High brand loyalty for already following customers, but rather unknown to public at large. - Shop for quality and flavor over price.

Publics Analysis: Demographic Women: -Ages 18 -26 -Single -College Students -Income: $10, 000$40, 000/year Key Markets: -Chicago -California -Tennessee -Seattle • These markets are venues for the biggest music festivals in the country.

Publics Analysis: Personality Profile • Communications –Big social media aficionados, often spending time posting comments or reposting product reviews. – A majority (75% are about the on-the-go social media) are on their phones either taking pictures to post or commenting on product posts. – (Instagram, Tumblr, Facebook, Twitter) –Big media/music fans, following the big, “hip” new up-and-comers. – (Ne-Yo and Cher Lloyd) • Personality preferences –An “It’s all good” mindset, which lets them be on-the –go in their day to day lifestyle. –A passion for music, even going to the big name music festivals like Coachella. –Likely to try, support, and follow a product that embraces sampling and a product that has social media savvy. –Likes to embrace new challenges and try new things, so having new flavors of ice-cream bars is a welcomed asset. –Enjoy quality taste and vast number of flavors because nothing is a substitute for great snacks when they choose to put something in their body.

Campaign Objectives Awareness Objective: Draw Millennial’s attention to the Fruttare brand. Acceptance Objective: To generate Millennial interest in the Fruttare brand in an effort to associate the brand with a positive, music-fronted atmosphere, and generate a lifestyle surrounding the brand. Action: To increase sales by encouraging Millennials to connect over the fruit bar at music related special events.

SMART Goals -Increase sales by 15% over the music festival season (March-September). -Reach 1 Billion social media impressions about the product by the end of the music festival season. -Make “#itsallgood” and “#Fruttare. Famous” worldwide trending topics two times during the music festival season.

Strategies-Proactive Audience engagement to help develop a lifestyle surrounding the brand. Sponsorship with Music Festivals to promote the lifestyle surrounding the Fruttare brand. Monitor and improve organizational performance to fit the wants and needs of the consumer. Publicity to bring attention to the Fruttare brand it’s connection to nationwide music festivals.

Strategies-Reactive ● In case of an accident at the music festivals, there should be a prebuttal in place to deflate opposing arguments of the safety measures that are prepared for the festivals. The prepared statements are necessary for the accidents that could arise, so Fruttare is ready for any event. ● If needed, there should be a statement to reiterate the concern and condolences over potential product recalls in the case of product tampering. Fruttare should prepare apologies that convey empathy. ● If the spokespeople end up in any sort of debacle, unlikely but could happen, we want to be prepared to either back him up if justified or separate ourselves from him to prevent harm to the brand image. ● Fruttare should definitely prepare to fight potential threats on our biggest medium of social media, because of we can perform well here it will save our image. We have to assigns dedicated staffers to our social media sites in case we must answer an abundance of angry/worried tweets and messages.

Messaging Fruttare is promoting the #ITSALLGOOD theme while aligning itself with the music industry as a lifestyle brand. We are gonna make you Fruttare Famous!

Spokespeople Meghan Trainor Childish Gambino Sam Smith

Tactics Have a social media tent sponsored by Fruttare at Coachella, Lollapalooza, Bonnaroo, etc. that instantly uploads pictures to Instagram, Facebook, and Twitter of festival-goers with their Fruttare Fruit Bar samples with the “It’s All Good” and “Fruttare Famous” hashtags Participants will get a print of the picture if they share on their own accounts with the hashtag #itsallgood and #fruttarefamous Create a contest where participants upload a video with an original song about Fruttare and the “It’s All Good” lifestyle with the possibility to be Fruttare Famous! The contest will launch at Coachella where a sponsor will announce the competition Five finalists will be chosen by Facebook fans who will perform in front of our spokespersons judges’ panel, who will then pick one winner The winner of the contest gets to perform on a small stage sponsored by Fruttare at the final music festival of the summer

Additional Research/Needs Overview -Random survey of college students (millennials) to obtain better information about how to communicate brand awareness. -Price compare fruit bars in the same market as Fruttare. -Monitor current social media impressions to view areas of improvement.

Sources - Used a lot of social media to research audience: Facebook, Instagram, and Twitter. - Company website - Consumer reviews.