Media Plan by

Fresh Palette Media

Melinda Carmichael
Emile Renne
Holly Van Wyck
Stephanie Waite

TABLE OF CONTENTS

MEET THE TEAM

EXECUTIVE SUMMARY

SITUATION ANALYSIS

Brand Analysis

The Four Cs

Economic Trends & Societal Factors

Competitor Analysis

Target Analysis

SWOT Analysis

4-12
4
5-6
7
8-10
11
12

TARGET AUDIENCE AND MEDIA MIX

Television Shows

Television Specials
Magazines
Digital

Online Streaming

Sorority Buzz Marketing

15-20
15
16
17
18
19
20

SCHEDULING & TIMING

21-22

CREATIVE BRIEF

23

THE BIG IDEA

13

APPENDICES 24-26

MEDIA OBJECTIVES & STRATEGIES

14

REFERENCES 27

IZZE Media Plan | 1

MEET THE TEAM

MISSION STATEMENT: Fresh Palette Media is a group of four Ithaca
College students formed together in the fall of 2015 that provides
clients with the most creative and innovating marketing ideas and
executions. The fresh in fresh palette refers to our forward thinking,
culture conscious ideas. The palette represents the artistic, creative
edge that we give to our campaigns. After always listening to the
clients concerns and goals, we analyze their situation and execute
a plan to reach the objectives for the brand. We view our clients as
canvases that we can supply with our fresh, creative campaigns.

TEAM VALUES & PROMISES

TEAM PROMISES

MC

ER

HV

SW

Come to meetings on time

Have work finished at meetings

Actively partcipate in meeting

discussions

Give/receive constructive criticism

Melinda Carmichael

Emily Renne

Holly Van Wyck

Stephanie Waite

Melinda Carmichael is a junior

IMC Major pursuing a minor
in psychology. She is involved
in club rugby, IC Women in
Communications and Shes the First.
She is currently looking forward
to studying abroad at the London
Center the spring. Her favorite flavor
of Izze is Sparkling Blackberry.

Emily, a native of Syracuse, NY, is

a Junior IMC major with minors
in Writing and Honors. In her
downtime, she enjoys watching
late-night comedy and worshipping
Beyonce. She is renowned for
her love of traveling/inability to
stay in one place, a quirky blog,
and a lack of culinary skills. Emily
has a rare but devastating allergy
to all carbonated beverages, and
therefore has no favorite flavor
of Izze, but admires the products
tastiness from afar.

Holly Van Wyck is a senior IMC

Major with a minor in Art. She is
most known for being manager
of McDonalds for three and a half
years (and eating there daily) before
deciding to pursue Graphic Design.
Hopefully, with the help of her
internship experience and portfolio
(consisting of mainly freelance work
off Craigslist), she will be able to join
the internal marketing team of her
favorite fast food chain. Her favorite
flavor of Izze is Sparkling Lemon.

Stephanie is a junior Integrated

Marketing Communications major.
She is a member of Ithaca College
Women in Communications, Ithaca
College Feminist United and is part
of the 180 Degrees Consulting
Ithaca College team. She enjoys
music, feminist rants and putting
peanut butter on almost anything.
Her favorite flavor of Izze is
Sparkling Clementine.

IMC 17

2 | IZZE Media Plan

IMC 17

IMC 16

IMC 17

EXECUTIVE SUMMARY

Izze was created in 2002 and markets itself as a carbonated juice drink consisting
of 70% fruit juice and 30% seltzer water. Izze has positioned itself as a healthier
alternative to soda. Izze is surrounded by tough competition in the industry
and is struggling to stand out. Izze has the variety of flavors, clean yet playful
packaging and health consciousness to lead the pack of the carbonated juice
industry.
We propose a target audience 18-24 and 25-34 as they fit the persona of Izze.
These individuals consist of college students, and young professionals. These
individuals are fun, energetic, driven and health conscious.
We want to increase brand awareness to 22% over the course of campaign the
year. During the heaviest months of our campaign we will execute a reach of 80
and frequency of 7.
With a budget of $18,000,000 we will propose the use of utilizing television,
digital/social media, magazine, online radio ads and a unique buzz marketing
tactic within sororities.

IZZE Media Plan | 3

SITUATION ANALYSIS: Brand Analysis

ANALYSIS OF MARKETING OBJECTIVES

Izzes main objective is to increase brand awareness and establish a defined space
within its market. Currently, Izzes national brand awareness is 12%. One of Fresh
Palette Medias goals is to increase national brand awareness by 10% over the course
of the year. Obtaining this objective requires Izze to establish a clearly defined brand
personality in the minds of consumers. Establishing a strong brand personality will
allow Izze to own a space in the market and create a cooperative dialogue between
Izze and its consumers.

Currently

Brand Awareness: 12%

Goal

Brand Awareness: 22%

CATEGORY
Izze belongs to the product category of carbonated juice beverages. Unlike soda,
which usually contains high fructose corn syrup and high amounts of artificial sugar
and flavorings, carbonated juice drinks provide a more natural and refreshing taste
and better health benefits. Izze is made with real fruit, meaning it contains the fructose
and carbohydrates that naturally occur in fruit. According to Izze, there are 87 to 107
calories in 8 ounce drinks and 120 to 130 calories in 12 ounce drinks. While these
numbers are less than or equal to the calories in other juice drinks and sodas, Izzes
ingredients are natural, since the flavor comes from real fruit juice, and contains no
preservatives. Izze also launched Izze Esque which contains 50 calories in a 12 ounce
drink, and caters to those who favor lower calorie drinks. Izze also sells Izze Fortified,
which is the same Izze flavor but provides 30% of the daily recommended amount
of Vitamin C and 10% of the daily recommended amount of Vitamin B6 and Niacin.
Izze belongs in the product category of carbonated juice beverages, but focuses on
providing a healthier drink alternative.

CURRENT BUSINESS SITUATION

Izze partnered with PepsiCo in 2006, which helps the company
stand its ground among large soft drink providers. Although Izze
comes in different varieties such as Izze Esque and Izze Fortified, the
companys strategy is to expand the brand as an entirety, without
focusing on any one line or flavor. Izze has found success using
the push strategy. To gain sales, Izze has pushed into consumer
households through local and regional retailers like Whole Foods,
Trader Joes and Wegmans. They have also had case sales in Costco
and on Amazon.com and some promotion on social media. Izzes
current goal is to establish Izze as a national brand. According to
Nielsen, Izze occupies 12% of the over 35,000 supermarkets in the
USA, and 149,000 convenience stores. Within the next two years,
Izze would like to have a 70% distribution within these stores. Izze
has a $23 million budget to accomplish this goal, with $18 million
reserved for implementing the marketing communications and
strategy.

PRODUCT LIFE CYCLE

Izze was founded in 2002 and partnered with PepsiCo in 2006. Even
though Izze has been around for over a decade, it is still developing
as a new product to many people and should be considered to be
in the growth stage of the product life cycle.
GEOGRAPHY
Consumers who live in the Pacific marketing region are 38% more
likely to purchase carbonated juice drinks. Izze should expand itself
as a national brand, but focus on these heavy-usage areas.

SITUATION ANALYSIS: Brand Analysis

Continued

CONSUMER WANTS AND NEEDS

Currently, Izze has 8 different flavors of sparkling juice that come
in 8.4 ounce cans or 12 ounce bottles. Izze is made with real fruit
juice and no added sugar, meaning all of the sugars found in the
drink are naturally occurring. Izze is also caffeine and preservative
free.
Due to health and nutrition trends, consumers have become more
conscious of the health benefits in the products they purchase.
Since Izze is made with real fruit, it does not contain the high fructose
corn syrup or artificial ingredients common in regular and diet
sodas. Consumers are also focusing on fulfilling recommended

COST
Cost of Time in Acquiring the Product
The price of Izze varies depending on the store and if its
purchased as a can or bottle. At Wegmans, Izze is $3.19
for a 4- pack of 8.4 ounce cans and $4.99 for a 4-pack of
12 ounce bottles. Since Izze is currently a regional product,
it is not readily available in all stores and in all locations.
This makes it more difficult to obtain Izze than it is to obtain
competitors products, making the cost of consumers time
high.
Cost of Conscience
Izze is a better for you alternative to sodas and other
carbonated beverages, due to it being made with real
fruit juice and containing no preservatives, added sugar or
caffeine. The consumer can enjoy Izze without feeling guilty.

daily amounts of fruits and vegetables. Izzes product aids in this

goal given its natural fruit ingredients. Izze is a healthy alternative
to soda and other carbonated beverages but a tasty and satisfying
alternative to non-carbonated juice and water drinks, making it
a better for you choice. Our focus is on the female consumer
ages 18-34. These consumer want a product that is aesthetically
pleasing and fun, while still being a better for you choice.

Cost of Switching to Competitors

Izzes competitors include Sparkling Ice and San Pellegrino.
At Wegmans, a 6-pack of 6.75 ounce bottles of San Pellegrino
costs $4.69 and a 6 pack of 11.15 ounce cans costs $4.99.
The cans of San Pellegrino are a better deal than both
the cans and bottles of Izze. However, the bottles of San
Pellegrino actually cost more per quart than the bottles of
Izze, so the consumer would be getting less product for the
price with this competitor. Wegmans also carries Sparkling
Ice, which is $.99 for a 17 ounce bottle. This is a good price,
but Sparkling Ice only comes in single bottles, so this is less
convenient.

IZZE Media Plan | 5

SITUATION ANALYSIS: Brand Analysis

COMMUNICATION
Izze has a website that includes various tabs to explore, including the
different Izze products and recipes that can be made with Izze, such
as the Izze Vanilla Clementini and Izze Chimichurri sauce with mini
empanadas. Another part of the Izze website is the #Friendsday tab. This
hashtag encourages consumers to post their social experiences with Izze.
Izze has not had many advertising campaigns, but the most recognizable
one is the Youll Love Whats Inside campaign, which focuses on the

Continued

natural, fruity flavors of Izze and ran GQ, Details, People and Entertainment
Weekly. This campaign has an accompanying Facebook component that
allows users to tell their friends what makes them sparkle. Izze has also
sponsored many events including Art Basel, LA Fashion Week and the
Yahoo Sports Day of Champions and Izze frequently participates in these
word of mouth, kitschy event campaigns. Finally, Izze has utilized product
placement on national television, including on shows like Greys Anatomy,
Big Bang Theory and The New Adventures of Old Christine.

CONVENIENCE
Izze is not readily available in many locations. Some of the establishments that carry Izze are regionally based, such as Wegmans or
Whole Foods. Or, as seen with Target and Walmart, the stores are large chains but do not always stock Izze. Izze is also available at
Costco or through Amazon, and is sold at chain restaurants such as Starbucks and Chipotle. Overall, Izze is not the most convenient
product because it is not available in many places on a regular basis.

6 | IZZE Media Plan

SITUATION ANALYSIS: Brand Analysis

Continued

ECONOMIC
TRENDS
Health Consciousness
A growing trend among consumers is the desire to lead a more
healthy lifestyle based on better food and beverage choices.
According to a health and wellness survey conducted by Nielsen,
consumers now value the ingredient and nutrition facts of a product
more than they ever have in the past. In 2006, 42% of people
surveyed said they selected food based on the ingredient list, and
in 2013, 55% of people surveyed said the same thing. Therefore,
people are becoming more conscious of the health benefits their
purchases may or may not bring them, such as the contribution to a
balanced diet and the amount of calories and sugar.
Price Consciousness
In addition to the growing trends toward a healthier lifestyle,
consumers are growing more aware of the affect their purchases
have on their budget. The Great Recession of 2008 and other
economic downturns such as high unemployment rates have
affected consumer decision-making, and a study by Booz and
Company reflects these issues among consumer concerns. The
study says that on average, consumers are economizing their lives
and are doing so by downsizing, buying fewer items and trading
down on essentials. Due to the economic atmosphere, consumers
will consciously choose a brand with a better price but lower quality.
However, the study believes that consumers may go back to old
spending habits as the economy improves.

SOCIETAL
FACTORS
Technology and Social Media
The presence of technology, especially mobile technology and the
internet, has increased over the past decade. Many people have
access to the internet and own smartphones that allow them to
access information almost anywhere. This has also contributed to the
presence of social media. A study by Nielsen shows that Facebook
is the choice social media platform for 72% of Millennials and that
millennials log on to mobile apps between 20 and 21 hours per
month. Through posting and sharing statuses, pictures and articles,
consumers can develop opinions about brands that could be
crucial to business success. From Twitter to Yelp reviews, consumers
increasingly look to social media and other internet resources to
obtain the information they need. Therefore, companies can utilize
this trend and create new ways of reaching consumers. The two-way
communication between a brand and its consumer allows for brand
loyalty and creates a mutually beneficial relationship.

Sustainable and Responsible Businesses

Consumers increasingly appreciate and value brands that have
a strong corporate social responsibility, meaning brands that are
committed to positive social and environmental change. According
to a global study by Nielsen, 55% of online consumers say they
would pay more for products and services provided by socially
responsible brands and 51% of these people are millennials.

IZZE Media Plan | 7

SITUATION ANALYSIS: Competitor Analysis

COMPETITOR #1:

San Pellegrino
SAN PELLEGRINO
Description
An Italian and international brand, San Pellegrino began
as a mineral water in 1899. Along with this, they have
introduced six flavors of sparkling juice beverages. San
Pellegrinos philosophy is Live in Italian, which focuses
on togetherness and bonding around food. To San
Pellegrino, regardless of geography and culture, life is
best lived in Italian.
Strengths
Long, established brand

Associated with high art, culture and industry,

as seen through its creation of the Altagamma
Foundation

Official partnership with Cannes Film Festival,

its partnerships with Bulgari and Missoni and its
appearances on shows like Sex and the City and Eli
Stone make it an international status symbol

Weaknesses
Expensive

8 | IZZE Media Plan

Small size

PAST CREATIVE

SITUATION ANALYSIS: Competitor Analysis

Continued

COMPETITOR #2:

Sparkling Ice
SPARKLING ICE
Description
Created in the 1990s in the Pacific
Northwest, Sparkling Ice provides the
consumer with 0 calorie carbonated
juice in 11 different flavors. It describes
itself as the bold side of water.

PAST CREATIVE

Strengths
Low cost

Green tea extract and antioxidants

Weaknesses
Bottles are sold individually

IZZE Media Plan | 9

SITUATION ANALYSIS: Competitor Analysis

COMPETITOR #3:

La Croix
LA CROIX
Description
Flavored sparkling water available in
14 different flavors. La Croix began
in 1981 in La Crosse, Wisconsin and is
named after the La Croix river that flows
between Wisconsin and Minnesota.
Promotional strategies include enjoy La
Croix, which also helps consumers with
correct pronunciation of the product
and #LIveLaCroix.
Strengths
Domestically produced

100% recyclable cans

Contains zero calories

Weaknesses
Low brand awareness

10 | IZZE Media Plan

PAST CREATIVE

Continued

SITUATION ANALYSIS: Target Audience Analysis

Segmentation
Since Izzes main goal is to increase awareness
for the brand, we wish to target those who
are already carbonated juice drinkers. These
consumers are already familiar with the type
of product Izze is through similar products.
According to indexes provided by Izze, women
are 11% more likely to consume carbonated
juice drinks. By positioning Izze to females ages
18-34, we can differentiate the brand in their
minds, thus leading to higher awareness.
Primary Research
We conducted a survey that had 141
respondents. These respondents were males
and females ranging from ages 17-60. Our
findings show that 49.6% of respondents had
never heard of Izze, further proving Izzes need
to establish more brand awareness. The majority
of respondents said they reacted positively to
television advertisements as well as Youtube
and other digital ads.

Meet Mackenzie

Meet Erica

The Dedicated, Yet Carefree,

College Student

The Budding
Young Professional

Meet Mackenzie. She is a 20 year old, junior Design

and Media Arts major at University of California,
Los Angeles. During the week, she enjoys working
on various projects and being involved with her
extracurricular activities, like her sorority Alpha Phi.
Lately, she has been applying for graphic design
internships. She likes to balance her work with
her play, and is very social and enjoys visiting the
beach, exploring Hollywood and nights out. The
products she chooses reflect her bright, energetic
and colorful personality, such as Sephora, Victorias
Secret Pink and Kate Spade.

Meet Erica. She is a 30 year old living and working

in New York City. After a few years of interning, she
got promoted at her job at The Tonight Show with
Jimmy Fallon. She is dedicated to her job, but is
still enjoying the single girls life in New York City.
Whether she is on her lunch break or getting drinks
together for the weekend, she wants a flavorful, fun
beverage that can keep her satisfied. Her income is
around 70,000 dollars. She is health conscious when
it comes to what she puts in her body so she feels
Izze is the perfect mix of fun, flavorful and healthy.

DEMOGRAPHIC
18-24, Female, college student, urban/city living

PSYCHOGRAPHIC
Izze will mostly be used as a mixer over the weekend.

DEMOGRAPHIC
25-34, Female, middle class
professionals, urban/city living

income,

new

PSYCHOGRAPHIC
Desires a healthy alternative to pack for lunch
IZZE Media Plan | 11

 Healthy alternative to soda

(product made with real fruit juice)
Brand is present on digital platform (ie. Amazon)
Available in premium grocery stores
(ie. Wegmans, Trader Joes)
Wide variety of products
Image of brand is fun, trendy, and appealing
Enjoyable flavor according to current Izze users

Society is becoming increasingly more health-conscious

Millenial market (often are early adopters of products)
Popularity of product category during warmer months
(March - September)
Build Izzes social responsibility to cultivate positive
image around brand

T H R E A T S WEAKNESSES

OPPORTUNITIES

STRENGTHS

SITUATION ANALYSIS: SWOT Analysis

Brand awareness is low

Inconsistent packaging
(detrimental to consumer remembrance of Izze)
Occupies a small percentage of US supermarket and
convenience stores
Inconsistent pricing
Regional product

Carbonated fruit juice is not consumers first choice

beverage
Competitors products are more readily available and
the product category is typically bought for convenience
Competing products with high brand awareness
Low need for product category

Hey, whats THE BIG IDEA here?

The Grown Up Juice Box

Remember the juice you drank as a kid?
It was the perfect addition to an after school snack or
a playdate. While we remember that, sometimes wed
like to forget those awkward stages. Youre grown up
now, ugly duckling no more. Your juice should reflect
that. Izze is everything youve wanted to be: bright,
colorful and effervescent.

With a variety of fruit

flavors, bubbly carbonation, and fancy glass bottles,

Izze is like a juice box for the independent woman you
are today.

IZZE Media Plan | 13

MEDIA OBJECTIVES & STRATEGIES

Goals
Increase national awareness by 10% over the course of the year.
(Izze currently has 12% awareness.)
70% distribution in convenience stores
Target Audience and Media Mix
To reach women ages 18-34, particularly women ages 18-24, Izze
will launch a flighting advertising strategy which will place a greater
emphasis on targeting college-age women in this category. To
accomplish this, Izze will advertise on television, magazines, and
digitial and social media, and employ guerilla marketing on select
college campuses.
Reach, Frequency and GRPs
Overall reach of 75, overall frequency of 4
Reach of 80 and frequency of 7 during its peak months in the fall
Geography
National
Scheduling and Timing
May - December
Budget
$18,000,000

14 | IZZE Media Plan

TARGET AUDIENCE AND MEDIA MIX: Television Shows

Strategy
Given our pop-culture savvy target audience, Izze will run part of its campaign
using television, particularly on spring-fall shows that correlate with Izzes
scheduling strategy. Most young adults ages 18-34 set aside time for
television during their busy lives. We will slowly introduce Izzes campaign
using television starting in May, gaining momentum as we approach the
fall, which is the climax of Izzes campaign. To do this, we have chosen to
consistently advertise on one syndicated show and two weekly Network TV
shows during Prime Time. We also plan to buy space and increase frequency
during three different TV show specials, including The Bachelorette Special
in July, the Miss USA Pageant in July, and the Victorias Secret Fashion
Show in December. We found especially high indexes for carbonated juice
beverage drinkers during pageants and entertainment specials.
We will run 15-second commercials on the three shows we will consistently
advertise during (Network TV and Syndicated), and 15-second commercials
on the three TV specials while increasing our frequency during these specials
(Network and Cable).

TELEVISION SHOWS
Program

Type

TV Daypart

Rating

Audience

Index

The Bachelorette

Network TV
(ABC)

Prime Time

2.6

9.5 M

142

Modern Family

Network TV
(ABC)

Prime Time

2.28

7.1 M

119

2.0

2.5 M

137

Access Hollywood Syndicated TV

Prime Access
(The CW)

NETWORK TELEVISION SHOWS

The Bachelorette
The Bachelorette hones in on the segment of our target audience
that Izze will focus on the most, women ages 18-24. The team will
later explain its guerilla marketing tactics it will employ via campus
promotions to target sororities. Such shows featuring romance
and the usual drama of reality television, appeal widely to collegeage women. The Bachelorette has an index of 150 for women
ages 18-24, and attracts a total of 9.5 million viewers with a rating
of 2.6. Since Izze will also be advertising heavily during the The
Bachelorette Special during the end of its season in July, Izze users
will build a connection with one of their favorite television shows
to their favorite carbonated juice beverage drink. The timing for
this show is impeccable, as it runs during the months building up to
Izzes on-campus sales promotions.
Modern Family
Modern Family is also very popular with our culture savvy and
progressive audience. The show has an index of 152 with women
ages 18-24, and an index of 143 with women ages 25-34 who have
watched the show in the last 7 days. Modern Family has an overall
rating of 119 with carbonated juice beverage drinkers, making it
the perfect show to appeal to already loyal members of the product
category and potential Izze drinkers in our target audience. Like
The Bachelorette, Modern Family also plays during Prime Time on
Wednesday nights on ABC, allowing Izze ads to become an integral
part of our audiences Wednesday night television rituals.
SYNDICATED TELEVISION SHOWS
Access Hollywood
With an index of 137 among carbonated fruit juice beverage
drinkers, Access Hollywood also has great appeal among the
younger segment of our target audience, adults ages 18-24. To keep
up with the latest in the realm of celebrity gossip and pop news, our
target audience often tunes into Access Hollywood. This show also
provides Izze with a versatile schedule as it airs every weekday and
both days of the weekend.

TARGET AUDIENCE AND MEDIA MIX: Television Specials

TELEVISION SPECIALS
Program

The Bachelorette Special

Miss USA Pageant
The Victorias Secret
Fashion Show

Type

Month

TV Daypart

Rating

Network TV (ABC)
Cable TV (Reelz)

July

Prime Time

1.3

July

Prime Access

2.4

Network TV (CBS)

December

Prime Time

3.3

Audience

9.1 M

TELEVISION SPECIALS
The Bachelorette Special
As the grand finale to Izzes continuous presence on The Bachelorette from May to July, Izze will advertise
heavily on the shows end of season special. The Bachelorette Special plays just before college-age
women who frequently watch the show go back to school, reminding them about Izze before the oncampus promotions begin in early September. Women ages 18-24 who watched the last special have an
index of 177, and an index of 140 for planning to watch it again. Women ages 25-34 who watched the
last special have an index of 164, and an exceptionally high index of 225 for planning to watch it again.
The special is also consistent with Izzes presence on ABC during Wednesday nights, so that viewers can
count on seeing Izze ads during their Wednesday night television rituals.
Miss USA Pageant
Pageants have an index of 140 with the carbonated juice drinking audience, and the Miss USA Pageant
in particular has especially high indexes with Izzes target audience when compared to Miss America and
Miss Universe. The Miss USA Pageant has a rating of 2.4 and is conveniently featured in early July, right
before Izzes heavy advertising in the fall. Women ages 18-24 who plan on watching the next pageant
have an index of 204, and women ages 25-34 who plan on watching it next time have an index of 193.
Victorias Secret Fashion Show
The Victorias Secret Fashion Show is a highly anticipated event for young women, and is often made into
an event and watched with friends. Collectively the special has 9.1 million viewers with an exceptional
rating of 3.3. Women 18-34 who watched the last show have an index of 217, and an index of 270 for
planning to watch it again. Women 25-34 who last watched the show have an index of 129 and an index
of 145 for planning to watch the next show. This show nicely wraps up Izzes scheduled campaign, as it
is shown in early December after heavy advertising in the fall.

TARGET AUDIENCE AND MEDIA MIX: Magazines

MAGAZINES
Among carbonated fruit juice drinkers, magazines have a heavy usage index of
115. Magazines are a strategic form of media for their ability to target very specific
audiences and long shelf life. Magazines also present creative opportunities
for the advertising department. Given Izzes fun, vibrant, and colorful image,
this media provides an excellent platform for creating a strong and resonating
visual with the audience. We chose two magazines, Ok! USA and Vanity Fair, to
reach the older portion of our audience. Since we will be reaching much of our
younger audience with television, digital and social media, and buzz marketing
on college campuses, we thought it would be strategic to choose a medium that
reaches out to women ages 25-34.
MAGAZINES
Magazine

Circulation

Media Age

Index

Ok! USA

4,436,000

33

151

Vanity Fair

1,205,229

25-54

135

Ok! USA (151)

Ok! USA is a magazine picked with celebrity gossip, stories, and exclusives on
the hottest stars in showbiz. This is a very appealing magazine to our entire
target audience, but the median age of a typical reader is 33. Despite this, Ok!
USA has a very high index of 334 with women ages 18-24, a high index of 303
with women ages 25-34, and an overall index of 151 with carbonated juice
beverage drinkers. Ok! USA reaches almost 4.5 million members of the entire
US population.
Vanity Fair (135)
Vanity Fair delivers the latest on pop culture, Hollywood, and trending fashion.
Vanity Fairs affluent reading audience spans from ages 25-54. Overall, this
magazine has an index of 135 with carbonated fruit juice beverage drinkers,
an index of 190 with women ages 18-24, and an index of 120 with women ages
25-34. Although Vanity Fair is not as appealing to our target audience as Ok!
USA, it present Izze with an excellent opportunity to reach the older portion of
its target demographic.

IZZE Media Plan | 17

TARGET AUDIENCE AND MEDIA MIX: Digital

The largest portion of our campaign will run on social media and digital
platforms. The largest portion of our budget will also be allocated towards this
media. Our target audience spends a significant amount of their time on social
media and other online sites. According to the Pew Research center, 89% of
men and women ages 18-29 are on social media. To keep up with the trends of
the Information Age, it would be strategic for Izze to take advantage of these
omnipresent platforms. The team found that online sites and social networks
that are visited by Izzes target demographic the most are Facebook, Instagram,
Twitter, Hulu and Netflix. Having a presence on all of these heavily used sites will
successfully drive up the frequency of Izzes campaign.
On these sites, Izze will run banner ads and pre-roll video ads. The team found
remarkable data proving the effectiveness of advertising online among young
people. Among women ages 18-24, there is an index of 277 that their exposure
to banner ads will often lead to a purchase, and an index of 193 for women ages
25-34 regarding the same statement. Pre-roll ads often leading to a purchase
have an index of 423 for women ages 18-24. The millennial generation relies
heavily on visuals and interactive media. Catchy, online ads instigate significant
exposure and memorability for brands. Already-loyal carbonated juice drinkers
also have an index of 124 for clicking on ads while visiting a social network.
Facebook, Twitter, and Instagram
Classy, fun, and chic, Instagram perfectly mirrors the young, female segment of
our audience that Izze will target the most. Izze will display vibrant, artistic posts of
its product, with a description of the flavor and what it mixes with best. According
to Jenns Trends for social media management, the average Instagram user
spends 257 minutes a month on Instagram, and 68% of users ages 18-29 are
female. Instagram consumes a considerable amount of our target audiences
time, and lays the perfect foundation for Izze to build a social-media relationship
with users. Facebook is a more versatile social media network, giving Izze access
to a greater percentage of its target audience. Women ages 18-14 have an
index of 157, and women ages 25-34 have an index of 171. Twitter is especially
common amongst Izzes entire target audience, with a frequent usage index of
191 in women 18-34.
18 | IZZE Media Plan

TARGET AUDIENCE AND MEDIA MIX: Online Streaming

Most of Izzes target demographic is essentially addicted to using online television streaming
sites such as Hulu and Netflix. These people leave busy lives between school and/or work and
often dont have time to watch their favorite shows live. Hulu has over 9 million subscribers, while
Netflix has reached over 50 million subscribers. This allows Izze to reach a substantial portion
of its target audience. Women in the target range who frequently watch have an index of 253.
Netflix best reaches the older portion of Izzes demographic, as men ages 25-34 who frequently
watch Netflix have an index of 180, while women ages 25-34 who frequently tune into Netflix
have an index of 205.

IZZE Media Plan | 19

TARGET AUDIENCE AND MEDIA MIX: Sorority Buzz Marketing

BUZZ MARKETING
Sorority Sponsorships
We plan on implementing a buzz marketing campaign that
focuses on maximizing the word of mouth potential of Izze.
Buzz marketing can amplify the message Izze is giving to
its target consumer, and will create energy and excitement
around the brand.

Chapters Participating
Phi Mu - University of Tennessee

To amplify the big idea of the juice boxs hot older sister,
we will place Izze among sororities in ten college campuses
around the United States. These sororities will act as brand
ambassadors for Izze in exchange for free gifts and funding
for campus events. As brand ambassadors, these sorority
members will hold Izze events, set up Izze booths and be
an overall advocate for Izze on their campus. Because of
Greek lifes commitment to philanthropy, Izze will sponsor
charitable events. This will raise awareness for Izze among
the target demographic, and also make Izze look like a
favorable beverage choice.

Theta - University of Southern California

Branded Knapsack

Kappa Delta - University of Georgia

Zeta Tau Alpha - University of Florida
Phi Mu - University of Alabama
Kappa Delta - Penn State
Delta Gamma - NC State University
Chi Omega - University of Boulder
Zeta Tau Alpha - Rutgers University
Tri Delta - University of Michigan
As an initial gift, members of each sorority
will receive an IZZE Swag Pack (knapsack of
branded materials.)

Shot Glass

Variety 12-Pack

and cards on
how to make
the best
IZZE mixed
drinks

Tank
Notebook

SCHEDULING AND TIMING

GEOGRAPHY
Fresh Palette Media will roll out a national campaign to spread awareness
on the product. When trying to decide whether we should spot advertise or
nationally advertise we decided to advertise nationally. When we inputted
the target demographics into Media Flight Plan and selected the top 10
geographic locations we were reaching 29% of the population. This makes
it more strategic to execute a national campaign. We also plan to execute a
buzz marketing campaign by partnering with sororities. This campaign will
be more of a spot campaign, because we plan to partner with sororities in ten
universities across the United States. Using MFP we found the top 10 best cities
to market in for our guerilla marketing where we will be on college campuses
working with sororities.

FUTURE OF IZZE
After the completion of the first year of this media plan, Fresh Palette Media
will evaluate the success of our strategies. If the evaluation proves positive,
we recommend Izze to continue its campaign using the media strategies we
suggest. Our research and findings, as well as our understanding of media
and the target audience, allowed us to make strategic decisions that will be
beneficial to the future of Izze. Since Izze is still raising its brand awareness and
establishing a voice among other carbonated juice drinks, we recommend
Izze optimize frequency over reach; this will position Izze in the mind of the
consumer.

FLIGHTING ADVERTISING STRATEGY

Media Type

May

June

July

August

September

October

November

December

January

February

March

April

Network TV - Daytime
Network TV - Primetime
National Syndication
Womens Magazines
Netflix and Hulu
Campus Events
Facebook
Twitter
Instagram

IZZE Media Plan | 21

SCHEDULING & TIMING

Television
$962,400

6%
Magazines
$79,200

1%

Buzz Marketing
$2,684,000

15%

Digital/Social
$14,130,000

78%

TV
22 | IZZE Media Plan

DIGITAL/SOCIAL

MAGAZINESB

UZZ MARKETING

Continued

CREATIVE BRIEF

Product Background
Izze is a sparkling juice drink that is made with real fruit juice available in 8 different flavors. The
main goal for this plan is to gain awareness for Izze by 10% nationally.
Target Audience
Izzes target audience is females ages 18 to 34. These consumers are either college students
or young professionals typically from urban areas who are up to date on social media and live
a trendy lifestyle. These women enjoy spending their days working and relaxing and enjoy
spending their nights out. They are passionate and ambitious when it comes to their school,
career or extracurricular but are not too serious or stuffy.
Brand Positioning
More exciting than water or unflavored carbonated drinks, Izzes fruit flavors and bright packaging
are a satisfying and enjoyable alternative to other beverage choices. Izze allows these women
to live their grown up lifestyles but still lets them enjoy the fun vibe they love and remember
from their juice box days.
Brand Personality and Voice
Bright, colorful, spunky, fun, passionate
Deliverables
Integrated marketing approach utilizing television, magazines, digital, and guerilla tactics.
Budget
A budget of $18 million dollars will be allocated among the media channels to fulfill these goals.

IZZE Media Plan | 23

APPENDICES

24 | IZZE Media Plan

APPENDICES

Continued

IZZE Media Plan | 25

APPENDICES

26 | IZZE Media Plan

Continued

REFERENCES

http://www.multichannel.com/news/content/miss-usa-pageant-topssundays-nielsen-twitter-tv-ratings/392139
http://tvbythenumbers.zap2it.com/tag/miss-usa-pageant-ratings/
http://www.latimes.com/entertainment/envelope/cotown/la-et-ct-tvratings-cbs-victorias-secret-fashion-show-nbc-the-voice-20141210-story.
html
http://tvbythenumbers.zap2it.com/2015/08/24/tv-ratings-sundaybachelor-in-paradise-slips-as-preseason-football-inflates-big-brother/
http://variety.com/2015/tv/ratings/ratings-nbcs-voice-abcs-bachelor-finaletop-monday-1201449680/
http://tvbythenumbers.zap2it.com/2015/02/18/access-hollywood-hits-51week-season-high-in-viewers/
http://www.americanmediainc.com/brands/ok
http://www.condenast.com/brands/vanity-fair/media-kit/print
http://abc.go.com/shows/the-bachelorette/about-the-show
http://www.cbs.com/shows/victorias_secret/about/
http://www.locatetv.com/listings/wstq-lp-cw
http://abc.go.com/shows/modern-family
http://variety.com/2015/tv/news/ratings-abcs-modern-family-black-ish-hitlows-in-finales-1201502455/
http://www.pewinternet.org/fact-sheets/social-networking-fact-sheet/
http://www.jennstrends.com/instagram-statistics-for-2014/
http://www.theverge.com/2015/4/29/8513147/hulu-9-million-subscribers
http://money.cnn.com/2014/07/21/technology/netflix-subscribers/
http://okmagazine.com/about/
http://www.vanityfair.com
http://www.universityprimetime.com/top-20-hottest-sorority-chaptersschools-country/

IZZE Media Plan | 27

Cheers!
Thank you

28 | IZZE Media Plan