5. Target Audience
Healthy Habits
Simmons
InterviewsLove the idea of Traveling Abroad -145
I ask for advice before buying something - 146
Advertising is a waste of my life- 136
I spend a lot of time in the store browsing - 176
Creative, Imaginative, Innovative - 144
“I would have it if it was given to me”
“Never heard of this”
“Is it better than Sammy’s”
“I avoid advertising”
“I dont watch TV on TV”
“I wish I was traveling”
“Listen to Spotify all day”
Female
20 years old
College Student
7. S.W.O.T Summary
Strengths Weaknesses
Opportunities Threats
● High brand recall
● Wide variety of products
● Appealing to healthy lifestyles
● Lack of recognition among
frozen pizza market
● Higher price for healthier pizza
affects sales
● Appealing to customers and
potential customers that lead healthy
lifestyles
● Show how healthy options can still
taste good
● Economic situation may affect
sales
● More healthy frozen options are
being introduced to the market
9. Media Objectives
Increase brand awareness among target
audience
12 month spot campaign
Emphasize product through digital media
Rationale:
We believe this will be the best way to
increase brand loyalty among target
10. Media Strategies
Digital Strategy
Demographically Targeted Ad Networks
Paid advertising on US travel blogs
Spotify and Pandora Ads
Social Ad Networks
Pinterest, Twitter, Facebook, Instagram
Earned Digital Media
BuzzFeed Quizzes
Presence on Health and Wellness Blogs
12. Reach, Frequency, & GRP
Integrated Pulsing Campaign
Heavy-Up Months (January-March, October-
December)
Reach of 50
Frequency of 4.1
203 GRPs
April-September
Reach of 42
Frequency of 3
124 GRPs