- 1. A BUNCH OF HEALTHY CHOICES An integrated online marketing
campaign PRESENTED BY ELIZABETH LAUREN ZAVALA
2. ABOUT CHIQUITA
- Bananas are worlds best-selling fruit
- Chiquita was the first branded banana and the first to be
marketed in the U.S.
- An interesting company, as advertising focuses on product
awareness instead of brand awareness
- Campaign goal: to spread the word about how bananas fit into
healthy lifestyles while remaining relatable and contemporary
Image courtesy of jimmy.thewhatwhat.com 3. THEME
- According to chiquitabananas.com, bananas are naturally sweet
and creamy, low in calories, high in fiber, fat free and full of
satisfying, appetite-curbing flavor.
- A bunch of healthy choices.
- A comprehensive online marketing campaign that focuses on the
naturally healthy benefits of bananas.
- Campaign will target Web-savvy, family decision makers like
mothers and young adults
4. FACEBOOK
- Chiquita already has a fan page with 16,336 fans
- But needs more interactivity and involvement with fans
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- Fan-submitted recipe contests
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- A photo album recipe book
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- Bananas in the News section with links to recent articles
regarding the health benefits of bananas and fruit in general (like
the March 2010 articleBananas Could Be Key in Treating HIV )
- Utilize keyword targeting Facebook ads to reach
health-conscious individuals (i.e., working out, P90x, fruit, going
to the gym, etc.)
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- Could direct to Facebook page or blog.
5. PUBLIC RELATIONS
- Utilize Facebook to create a good-humored national event like
Give a Stranger a Banana Day
- Partner with a fitness brand to create Chiquita branded free
weights or athletic wear.
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- A percent of proceeds could go towards athletic/health programs
in low-income schools
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- Could promote with Facebook Ads (see previous slide) and by
sending electronic press kits through thethousandsof diet/health
blogs in the blogosphere
6. SEO & KEYWORDS
- Focus on selecting keywords relevant to the campaign for use in
search engine advertisements
- Keywords will extend past "banana" and "fruit" to "healthy food
choices, weight loss foods, and diet menu
- Ad Planner shows that84%of visitors to chiquitabananas.com are
female, so shape keywords likewise i.e., diet foods for women.
Image courtesy of tvacres.com 7. BLOG
- The center of the A Bunch of Healthy Choices campaign
- Named after the campaign itself, the blog will be updated
weekly with healthy photo recipes, facts, etc.--all that relate to
bananas
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- Big emphasis on great food photography and recipes that anyone
can make
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- The copywriter will make or break the blog
- Participate in active blog promotion like using rolls,
end-of-the-week wrap ups and blogger outreach
- Tie into Facebook by trying and publishing Facebook recipe
contest winners
8. BLOG - CONT.
- Examples of other popular food photography blogs
9. METRICS/COMMERCE
- Measure success by CPM for keyword effectiveness and bi-weekly
percentage increases in Facebook fans and blog
followers/traffic
- With the Healthy Choices blog as the apex of this campaign,
allocate budget accordingly for excellent SEO and stunning Web
design/photography
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- Google Insights reveals huge spikes in health-related keywords
from the end of December to mid- January
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- Buy keywords during peak seasons to maximize audience
reception
10. CONCLUSION
- A Bunch of Healthy Choiceswill consist of the following
components
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- An interactive Facebook fan page
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- Health-related PR programs
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- SEO keywords relating to an active lifestyle
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- A photo-intense, healthy recipe blog dedicated to bananas
Image courtesy of jdjournal.com