Jones Soda Media Planning project

JONES SODA

Your Photo. Your Soda. Your Brand. Image source: thinkofthat.net

Target Audience • Target Audience: Demographics: The younger generation of all

races. Ages 15-25.

• Psychographics: “Young”, “Cool”, “Sporty”, “Current and hip”. Targeted towards a more “be you” crowd. The product asks consumers to be different. The brand is the consumer.

• Geographic Targets: Looking on the website, a majority of the providers are located in the south east, mainly Florida. There are some retailers that are nation/worldwide such as Walmart. Product can be purchased online. Can even be purchased through third party websites such as ebay and Amazon.

• Primary market will be Orlando, Florida.

Image source: huffpost.com

Purchasing Power

• “CHICAGO (MarketWatch) --Younger Americans, those born from 1982 to 2000, have purchasing power of more than $200 billion a year, influencing as much as half of all spending in the economy, a new study shows.”

Fact from Market Watch

What we care about

Both Gen Y and Z care deeply about social causes. A study by Cone revealed that 9 out of 10 consumers in these generations would switch to a brand associated with a good cause if quality and price were comparable.

Study done by Cone

Our campaign

• Campaign name: #TackleBullying• Goal: To increase brand recognition as well as sales

while spreading awareness on an important issue that has been left in the dark.

• Plan: Create a flavor and design a bottle specifically towards this campaign. Advertise the bottle along with the campaign and trend people with the bottle to spread awareness.

• Why: This brand is about being comfortable with yourself and being proud of who you are. Its audience is teens who are the primary victims of bullying.

Bullying statistics

In The US, according to PACER:• Nearly 1 in 3 students report being bullied

during the school year (National Center for Educational Statistics, 2013).

• The reasons for being bullied reported most often by students were looks (55%), body shape (37%), and race (16%).

Where we spend our time

Graph source: Nielsen.com

Top Networks

Image source: Bright house media strategies

Media Plan Network Time Rate Spots Weekly

Total IMP

TNT M-Sun 6p-8p $865 4 3,460.00 884

FAM M-Sun 8p-11p $295 4 1,180.00 1,038

FX M-Sun 8p-11p $650 4 2,600.00 1,971

ESPN M-Sun 8p-11p $1,150 3 3,450.00 1,070

ESPN Sat-Sun 12n-6p $365 6 2,190.00 1,378

TOTALS 21 12,880.00 6,341

Source: Bright House Networks

Distributions across the Nation

Image source: icleiusa.org

Jones Soda popular locations

Image source: Jonessoda.com

Advertising Markets

OrlandoRichmondTrenton Baton RougeChicago Jefferson city

1,000,000 100,000

750,000250,000

100,000

Marketing Materials

• New packaging labels for the campaign• Producing a new flavor • Create a T-shirt to give away with every

purchase to spread awareness of the brand and issue.

Marketing Costs

Production costsT-Shirts

1,000,000

500,000

What’s next?

After our campaign, assuming we have raised awareness of the issue and increased sales, our goal for the next 12 months will be:• To continue raising awareness of the brand by

increasing advertising in hopes of launching a new campaign

• New campaign: #BlockCyberBullying