1. ADVERTISING & MARKETING PLAN
NYU Stern Advertising Management

2. MEETING ATTENDEES
 Professor Daniel Cohen, Blue Print CMO
 Marina Rubel, Client
 Claudia Escobar, Account Planner
 Wendy Bronfein, Account Executive
 Sona Martirosian, Creative Director
 Gina Reduto , Digital Strategist
 Kerri McCarthy, Media Planner

3. BUSINESS BACKGROUND
 Launched in NYC in 2007
 Delicious juices made from
raw ingredients
 Pioneered concept that cleansing
benefits can be available to everyone
 Nationwide retailers and partners include:
 Acquired by Hain Celestial Group in December 2012

4. MARKET TRENDS
Healthy living lifestyles
becoming increasingly
popular in the US
Trend toward healthy
eating, consuming more
natural, organic products
Green juice a day
mentality
Increased number of
healthy beverage
products
Women 18-34 more
likely to participate in
juice cleanses

5. MARKET TRENDS
Sources: Beverage Industry Magazine, Wall Street Journal, CNBC, QSR
Juice is the 3rd
most consumed breakfast
item, after coffee and
cereal
Sales of
new,
exotic
flavors of
juice on
the rise
Sales of
traditional
juice
flavors
decreasing

6. CATEGORY ASSESSMENT
 Consumers purchase juice for several uses, but consumption as an
everyday beverage is the leading occasion
52%
0
10
20
30
40
50
60
As an everyday
refreshment
As a meal
replacement
As part of a
cleanse
As a nutrition
supplement
Do not consume
Usage Occasion
% Respondents
Source: Brand Survey, November 2013
Q: How do you typically consume raw or organic juices?

7. Cold-Pressed Juice Market
COMPETITIVE ANALYSIS
Sources: Beverage Industry Magazine, Wall Street Journal
Note: Market share is estimated
28%
1%
28%
28%
14%
1%
Company $ per
Bottle
Brick &
Mortar
Online
Organic
Avenue
$9.00 Yes Yes
Suja $8.99 No Yes
Blue Print $9.99 No Yes
Liquiteria $8.75 Yes No
Juice
Generation
$9.95 Yes Yes
Juice Press $10.99 Yes Yes

8. BRAND ASSESSMENT
 BluePrint has sizable brand awareness and purchase interest with
limited advertising, but has opportunities for improvement
Source: Brand Survey, November 2013
Q: Which of the following brands are you familiar with/are interested in purchasing?
43%
0
10
20
30
40
50
60
70
80
Odwalla BluePrint Organic
Avenue
Other Suja No
interest
Purchase Interest
% Respondents
45%
0
10
20
30
40
50
60
70
80
Odwalla BluePrint Organic
Avenue
Other Suja No
interest
Aided Awareness
% Respondents

9. POSITIONING STATEMENT
For 25-35 year old young professional women seeking a
healthy lifestyle, Blueprint is the original 100% cold
pressed, organic raw juice. Offering a variety of juices
and cleanses, Blueprint is full of nutrients, enabling
practical living for all nutritional lifestyles.

10. EQUITY PYRAMID
Salience
ImageryPerformance
FeelingsJudgment
Resonance
• High brand awareness within category: 45% Aided awareness
• Moderate brand awareness as a cleanse
• Low brand awareness as a healthy juice product
• 52% would purchase as refreshment, 32% as meal replacement
• Minimalistic design
• Logo with leaves and droplet
reiterates the brand’s healthy,
organic image
• Easily recognizable blue lid
• Clear typography listing
ingredients of each juice to
facilitates user discovery
• Organic, raw juices with no additives
• Focus on high quality
• Use fresh, locally sourced fruits and
vegetables
• Cold pressed and not pasteurized
• Juices available at health food retailers
nationwide
• Free cleanse delivery in LA and NY
• Feeling healthy and happy
• Energized, focused
• Treating your body well
• Sense of pride and self-respect
• Fashionable and trendy
• Feeling like you’re doing
something good for yourself
• High quality
• All natural
• Good for you
• Socially responsible/
Environmentally friendly
• High resonance
• Strong brand loyalty
• Highly trusted as a cleanse
• Positive perception: associated with
health and wellness
• 43% would purchase over other brands

11. The core values we live and juice by:
QUALITY
The freshest fruits and vegetables makes the best juice. Keep me cold.
Juice should never be cooked. Cooking juice kills vitamins and live enzymes. Even “flash”
pasteurized means cooked.
Don’t have separation anxiety. Only additives can prevent the natural settling process and
who wants to drink additives? Stop staring and give me a little shake shake.
Treat your body right. Drinking fresh juice and eating real food is a smart long-term
strategy for maintaining good health.

12. SUPERIOR SERVICE
We aim to surpass our clients’ expectations with an exceptional level of service, education
and support. Our Client Services team is available seven days a week to answer
questions, provide support , and help you choose the best program according to your
goals and dietary history. Or just to say hi!
Our clients health and nutrition is our highest priority. As the only cleanse company with
an in-house nutritional consultant, we are committed to providing professional nutritional
guidance at ever turn. We offer one-on-one nutritional consultants for those who wish to
incorporate the benefits of raw food and juicing into their everyday diet.
SOCIALLY & ENVRIONMENTALLY RESPONSIBLE
We use 100% organic, natural, whole, unprocessed and locally sourced ingredients from
farms that practice sustainable agriculture. We minimize our waste & carbon footprint by
using recyclable materials and composting. Our bottles are the most recyclable of bottle
options, PETE 1 plastic bottles, which are vital to preserving the shelf life and taste of our
juice.

13. Shops at Whole
Foods
Recycles
Is Social Online
Goes to yoga
after work to relax
Prefers herbal
supplements to
medication
Shops for
clothes often
Learning to cook
healthy food
Casual chic
style
Prefers iced tea or
water to soda
Splurges on
cupcakesBuys natural
beauty products
when she can
Reads fashion
blogs and checks
out celeb gossip
Goes to
farmer’s market
on weekends
Orders an
egg white omelet and
bottomless mimosas
at brunch
CUSTOMER PROFILE
Flips through
magazines
LAUREN
28 years old
Lives in NYC
College Grad
Wants to
maintain
youthful skin
Watches TV

14. MARKETING OBJECTIVES
 Grow 7 points of market share within the cold-pressed juice
market in 2014
 Opportunity worth $6MM annually
 Increase distribution in retail grocery outlets and
convenience stores by 15 points by December 2014

15. COMMUNICATION OBJECTIVES
 Increase brand awareness of BluePrint juices within target
market from 45% to 60%
 Reposition BluePrint as a more holistic wellness solution
 Create stronger association with juice as an everyday
consumption occasion vs. part of a cleansing program

16. Juice Your Way
BluePrint’s loved juices are now available in single servings to
power you through your day

21. SOCIAL MEDIA
 Female 18-34 year olds are the most active
social media users
 71% use social media regularly
 54.2% of women have engaged in a social sharing activity based
on something seen in an ad
 Social media leads to almost 2X the marketing leads that direct
mail, ppc, or tradeshows produce
 Females 18-34 respond to brands via social
media
 59% have bought something due to coupon or offer on social
media
 42% more likely to follow brands due to coupons and discounts
Source: 2013 Social mom report Neilsen/Babycenter,
Hubspot.com
Social media led conversion rates are
13% higher than average led
conversion rates
Blueprint’s target audiences are spending their time on social media

22. SOCIAL MEDIA
 Opportunities
 Expand to include options to engage
beyond only ‘the cleanse’
 Focus on juice as part of everyday life
 Solicit examples of daily juice consumption
 Increase frequency of offers for
customers
 Avoid campaigns that offer rewards for
“likes”
 Social care: 1 in 3 customers prefer
customer service via social over phone
 Offer advice, answer customer questions
 Announce distribution and availability
Sources: 2012 Nielsen Social Media Survey
NM Incite: State of Social Customer Service Study 2012

23. MEDIA PLAN - OVERVIEW
 Recommend focusing media weight on two key windows of
activity:
 January – highest seasonality for BFY products
 April – pre-summer health & wellness activity
 Secondary: September – post-vacation/summer messaging
 National activation planned for print, digital and social;
local media recommended for out-of-home and in-store
activities

24. MEDIA PLAN – PRINT
 Print placements should align with the target consumer,
women ages 25-35:
 Women’s Health
 Shape
 Whole Living
 InStyle
 US Weekly
 Print buy will be amplified through digital extension

25. PARTNER RATIONALE TACTICS IMPS BUDGET
Women’s Health
Shape
Fitness
 High index against target audience
 Contextual relevance  Sponsorships NA $150K
Turn
 Cost effective with ability to
leverage a variety of 3rd party data
segments
 Ability to optimize and develop
look-a-like modeling against high
performing segments
 Potential for scalability with access
to thousands of long tail sites
 Focus on highly desirable
audiences, limiting wasted
impressions
 Eliminate need of content as a
proxy for target
 Use 3rd party data segments to
isolate target populations
 Females 18-34
 Health and Wellness Intenders
193.5MM $774,000
Retargeting
 Retarget users who have visited
Blueprint site
 Increase frequency per user
 Leverage 1st party data to reach
highly interested prospects
 Capture audiences at lowest stage
of funnel
5.2MM $26,000
*Turn: Demand Side Platform
MEDIA PLAN – DIGITAL

26. MEDIA PLAN – SOCIAL AND SEARCH
 A significant portion of the media budget would allow
BluePrint to increase the reach of its message through
always-on social and search tactics:
 Social – promote own social content through Facebook ads,
Sponsored Stories, promoted Tweets and potentially Instagram
ads
 Search – paid ad word targeting on search engines and within
social media channels (e.g. Twitter)

27. MEDIA PLAN – OUT-OF-HOME
 Local placements is the most cost efficient way to execute
impactful out-of home advertising
 Small-format billboard placements in close proximity to retail
location will reach consumers closer to the point of purchase
 Locals buys on gym ad networks in will ensure we are reaching
our target consumer when she is a captive audience

28. MEDIA PLAN – IN-STORE SAMPLING
 Focus on in-store will help BluePrint get closer to the point
of purchase and convert buyers on the spot
 Sampling plan would be focused on retailers who have a
close alignment with consumer (e.g. Wegmans) or have
recently added BluePrint to the shelf set (e.g. Kings)
 Sampling would focus primarily on green juice, but also
offer consumers the opportunity to try other varieties

29. MEDIA PLAN – COUPON
 In-store coupons will be distributed at sampling tables to
help spur trial and – ideally – repeat purchasing
 Leverage Catalina marketing to serve coupons to
purchasers of competitive cold-pressed juice
 Plan for social coupon later in year once a stronger social
community is established

30. MEDIA PLAN - FLOWCHART
 Heaviest media weight is in first half of the year

31. MEDIA PLAN - PRODUCTION
 Estimated production costs by medium:
PRODUCTION PLAN
Budget $ 1,000,000
Full Year
Social content $ 300,000
OOH $ 200,000
Print $ 150,000
Coupon $ 150,000
Digital $ 100,000
Mobile $ 75,000
Search $ 25,000
Total Production $ 1,000,000

32. RESEARCH PLAN
 Research efforts should be focused on digital and social to
help optimize flights throughout the year
 Digital analytics – targeting effectiveness, click through rates
 Social listening – what social content are consumers engaging
with the most?

33. NEXT STEPS
 Align on creative idea and move to production
 Finalize media plan

34. THANK YOU!

35. APPENDIX

36. CATEGORY ASSESSMENT
 Taste is the leading product attribute for juices, but price
is a strong barrier to purchase
Top 3 Reasons for Purchase Top 3 Barriers to Purchase
• Like the taste
• Healthy beverage option
• Convenient for on-the-go
• Too expensive
• Do not like the taste
• Poor value for the money
Source: Brand Survey, November 2013
Q: What are your main reasons for purchasing/not purchasing raw or organic juices?

37. SOCIAL MEDIA
Blueprint’s Current State
Currently focused on “the cleanse”
 Twitter
 22K followers
 8675 tweets
 Photos, sampling info, contests
 Instagram
 50K followers
 529 posts
 Promotions, hash tagged user photos
 Facebook
 51K likes
 Posting at least 2x per week
 Inspirational quotes, promos, coupons,
sampling details

38. PARTNER PLACEMENT
CREATIVE
SIZE
FLIGHT
START
FLIGHT END METHOD COST TOTAL UNITS NET COST
TURN
Blueprint_AWA + 3rd Party data (Health and
Wellness Intenders)
160x600,
300x250,
728x90
1/1/14 1/31/14 CPM $4.00 60,000,000 $240,000
Blueprint Retargeting (off of Blueprint Site)
160x600,
300x250,
728x90
1/1/14 1/31/14 CPM $5.00 2,000,000 $10,000
Blueprint_AWA + 3rd Party data (Health and
Wellness Intenders)
160x600,
300x250,
728x90
2/1/14 6/30/14 CPM $4.00 110,000,000 $440,000
Blueprint Retargeting (off of Blueprint Site)
160x600,
300x250,
728x90
2/1/14 6/30/14 CPM $5.00 2,000,000 $10,000
Blueprint_AWA + 3rd Party data (Health and
Wellness Intenders)
160x600,
300x250,
728x90
9/1/14 9/30/14 CPM $4.00 23,500,000 $94,000
Blueprint Retargeting (off of Blueprint Site)
160x600,
300x250,
728x90
9/1/14 9/30/14 CPM $5.00 1,200,000 $6,000
198,700,000 $800,000
DIGITAL SPEND BREAKOUT

39. MEDIA PLAN – MONTHLY BUDGET
 Heaviest media weight is in first half of the year