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Activate Water. Jennie Amanda Will. CONSUMER ANALYSIS. Twitter followers are mostly into fitness or creative fields. Most reviewers are mothers. Many have previously worked in professional fields. Many are currently stay-at-home moms.

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Activate water

Activate Water

Jennie

Amanda

Will


Consumer analysis

CONSUMER ANALYSIS

  • Twitter followers are mostly into fitness or creative fields.

  • Most reviewers are mothers.

    • Many have previously worked in professional fields.

    • Many are currently stay-at-home moms.

  • All costumers seemed like 'on-the-go' types of people


Meet jane

Meet Jane

  • Health-Conscious: trying to find an easier way to get family involved.

  • 20’s to 40’s

  • Upper-middle class

  • Married, husband is a businessman

  • 3 Children

  • Stay at home mom


Brand audit

BRAND AUDIT

  • - 2013 Summer Campaign: Stop Vitamin Cruelty.

  • Features digital :30 spot commercials, Facebook App, Print, and Out-of-home media including billboards.

    • http://www.youtube.com/watch?v=mCXZdzjf_1U

  • In 2013, Activate expanded to the East Coast in New York, Boston, Connecticut & New Jersey after it experienced success on the West Coast.

  • Staged fake protest in July to “Stop Vitamin Cruelty” in Manhattan & distributed free samples.


Activate water

SWOT

Strengths: 

  • Concept is strong

  • Mission oriented -shown by store

  • AWESOME website

  • Content videos

  • Design factor 

    Weaknesses:

  • Awareness

  • Limited markets

  • Eco-Friendly???

  • Convenience fight with Gatorade, Mio, crystal light

  • Not huge social media following


Swot cont

SWOT (cont)

Opportunities:

  • Health consciousness is growing.

  • Bottled water popularity is growing.

  • Activate offers a wide variety of products.

    Threats:

  • Low level of awareness

  • Pricey

  • Bought in bulk

  • Competition


Branding strategies

Branding Strategies

Sponsorship of events

  • Sponsor athletic events open to the public to get the company name out there

    • 5k’s, 10k’s, mini triathlons

    • Sponsorship of these events wouldn’t cost much to the company, and could really only include giving free water to the participants of the races, which is perfect for our target markets.

  • Reaching out in the community to help restore or bring in new walking trails

    • Building new places for people to get outside and do some activity to become healthy.

  • Beef up social media following

    • Via YouTube, twitter, Facebook, etc. 

    • Need more original content, too many generic photos and videos shared.


  • Advertising time

    Advertising Time


    Advertising goals

    Advertising Goals

    • We should run year-round, but focus more heavily on January when people are making New Years Resolutions and during hot summer months when people are more likely to drink more water.

    • Considering the growth ACTIVATE has been experiencing, we recommend a $2.5 million budget.


    Budget breakdown

    Budget Breakdown

    • Social Media: $100,000 or 4% of the budget.

    • Print Media: $870,214 or 34.8% of the budget.

    • Billboards: $375,000 or 15% of the budget.

    • YouTube Commercials: $500,000 or 20% of the budget.

    • Color Run / Global Citizen Sponsorship: $654,786 or 26.19% of the budget.


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