If the Wind Chimes are Ringing: Evaluating the Campaign

Message Evaluation 

To test the success of the IMC campaign for WIND energy drink, each of the elements of the campaign will be evaluated in a way that makes sense for the form of media it appeared in, and in a way that determines the success in meeting the IMC objectives. Each evaluation technique is outlined below.

1. Print Ads- The print ads will be portfolio tested before they are run. They will be presented to a sample group that represents the target market, and shown along with other versions of the ad to determine the effectiveness of the piece. The focus group will be asked questions about how the ad makes them feel, how likely they would be to purchase the product after viewing the ad, and what type of emotional response the ad elicits. The ad will also be post-tested after its run, and shown to another sample of the target market after the campaign has run, asking them if they have seen the ad, if they have heard of the brand, and if they have tried the product. To test if brand awareness objectives have been reached, this method will evaluate how effective the print ads were in achieving this.
2. Radio- To test if radio ads have been effective, which is no easy task, metrics will be obtained from radio station ratings to determine how many overall impressions were received from the ads at the time they were run. They will also be played for a focus group before they are aired to determine emotional responses and likability of the ads.
3. Television- Using the same method as above, overall GRPs will be measured for the times that the ad was run, and compared to internet hits and sales for the time period to determine how many people were exposed to the ad and how many responded to it by trying the product or visiting the website to learn more. A theater test given to a sample of the target market will also gauge the effectiveness of the ad based on the responses given to the format and memorability of the ad.
4. Outdoor advertising- This will be tested by simply comparing dollars spent against sales for the areas and time periods in which the ads were in place. Since impressions can't be measured precisely, this method will give a rough idea of the response to the ads. They will also be post-tested by selecting members of the target market in the geographic area where the outdoor ads were placed to determine if they were seen, how they were responded to, and if they were successful in achieving the objective of brand awareness.
5. Direct Marketing- This will be evaluated based on the amount of coupon codes redeemed, and the amount of visits to the website. Since a set number of mailings will be sent, a percentage can be calculated that shows exactly how many targeted customers responded to the mailing by entering their code for a coupon.
6. Interactive/Promotional- The online segment of the campaign will be measured by website hits using Google analytics. This will evaluate time spent on each page, bounce rates, click-thru rates, and overall traffic as it relates to other elements of the campaign that drives traffic to the site. This portion will also be evaluated by the success of the promotional contest, and how many entries are submitted. Metrics will also be run for click-thru rates of banner ads compared to overall traffic for the site they were placed on. 
7. Other- The success in reaching objectives in event/sponsorship/guerilla marketing efforts will be measured by free-product coupon redemption, reactions of people based on field tests, and subsequent website hits and database additions during the times shortly after the events occurred. Sales in the areas will also be measured to determine if interest was higher after being exposed to the event.

All in all, by combining several evaluation techniques and approaching the measurements from different angles, the campaign's effectiveness in reaching objectives will be analyzed based on how well the target market was made aware of the brand.

Executive Summary

Objectives: The primary objective of WIND's campaign is to increase brand awareness among the target market. Since it is a new product with unique attributes that include an all-natural formula, earth-friendly biodegradable packaging, and a positive mission of increasing sustainability in the world while increasing your energy, the campaign will aim to place WIND in the consumers mind as the preferred energy drink among the competition due to its overall brand identity.

Target Market: The target market for WIND is comprised of those who think outside the box, and need the extra energy required of today's busy lifestyle. They are 18-34 years old primarily, well-educated, earn a low to moderate income, live in up-and-coming, trendy, urban areas, are cultured and exposed to a variety of entertainment and the arts, and have made the choice to live a life aimed at reducing their carbon footprint, increasing their positive impact on the world, and making the most of every day they are given. They will be the ones who most embrace WIND's core message of environmental awareness, and healthy, natural energy, and being influential and highly opinionated, they will spread the word to other members of the population upon discovery of the brand. Since this market will often choose coffee over other energy drinks, highlighting the health and environmental benefits to them will be important, and a strong selling point that they will want to share with others.

Corporate/Brand Strategy: The strategies used will include a combination of carefully targeted ads and activities placed to appeal directly to the target market while aligning with the overall brand identity that WIND aims to portray. This will include advertising on television watched by the target market including Adult Swim and Planet Green. It will also involve radio ads on independent and alternative stations, and sponsorship of public radio programs geared towards the target market's interests. There will be print ads run in magazines such as Paste and Ready Made, both publications that are widely read by those among the targeted population. The website will explain the brand's goals, and traffic will be driven there by contests that will be advertised on social media sites, and will involve a combination of creative and sustainable executions submitted by the target market to engage them with the brand and it's mission of making the world a better place. Outdoor advertising will be used in geographic locations that have a dense population of the target market, often times trendy, urban areas where the creative outdoor advertising will be critical in increasing brand awareness. Event marketing and sponsorships will combine creative marketing efforts with the things that the target market embraces, serving to build a relationship among them and the brand while promoting the benefits of WIND. Guerilla marketing will also foster positive relationships by using unique, memorable methods of highlighting the unique selling proposition of WIND while building on the brand's image and increasing awareness among the target market.

Budgets/Allocation: Using a continuous marketing schedule, WIND will be promoted among the various channels in proportions that reflect the usage habits of the target market. With 18% of the budget focusing on the website and internet activities, it will offer a place where consumers can interact with the brand and create a relationship with the product. 17% will be used on radio, where the target market often goes for entertainment while on-the-go. This will include ads and sponsorships of public radio programming, as the target market is heavily involved in new, hip, and up and coming music. This will also offer ads to a captive audience where listeners will hear the main benefits and features of the product in a format that they relate to. 15% of the budget will be used for sponsorships, geurilla marketing, and event marketing as well as other alternative marketing. Since the target market is not as open to traditional forms of advertising, using a larger portion of the budget on alternative methods will be well-suited to increasing brand awareness in a unique and memorable way without seeming like it's attempting to trick the target market into buying. 13% will be used on promotional expenses such as the contest that will give $50,000 to the winning entrants school for sustainable energy. It will also go towards in-store promotions, signage, displays, and coupon expenses for discounted products. Television will make up 12% of the budget, as it is an expensive form of media that will reach a large portion of the targeted market segment. Used only to point directly at the target market, the tv ads will appeal to a large amount of consumers with each run. 10% will be used on both magazine and outdoor advertising, which will both be directly targeted to the people most likely to buy the product- this includes urban, trendy areas, and magazines read by the target market to ensure maximum coverage of the target market. The final 5% will be used for direct mail, and will include coupons and a creative direct mail piece aimed at creating brand awareness and enticing the consumer to try the product for free. The direct mail will also lead them to the website where they will interact with the product.

The budget is allocated in such as way as to increase brand awareness among a tightly selected target market. Since the target market is primarily composed of influencers, appealing to them will lead to word-of-mouth marketing that trickles down to other members of the population, maximizing the budget and increasing brand awareness on multiple levels.

Evaluation: The success of the campaign will be evaluated by pre and post testing, focus groups, and measuring of website hits and sales. The objective is to measure brand awareness, and will best be measured with social media activity, website hits, contest participation, and overall increase in sales.

WIND is a unique product being marketed to a unique set of individuals, and by using the right combination of marketing strategies, media formats, and a carefully selected target market, WIND will acheive it's objectives of increasing brand awareness and becoming a well-loved, respected brand that shares the same values as the target market that consumes it.

Breezing Through the Crowd: Public Relations and Sponsorships

Public Relations

The PR strategy for the WIND campaign will be handled internally, as opposed to hiring an external firm. Since most of the public relations activities will be aimed at building on a strong, positive image within the company and managing a positive reputation outside the company, it is important that any PR activities are reflective of the brand's positive impact on the world and it's employees. I feel that this will best be done from within the firm.

One of the primary activities that will promote a positive image is the social, community involvement aspect of the brand. WIND, being an all natural product that represents sustainability and environmental awareness, as well as a product that increases your energy to help you do the same, WIND will be heavily involved in environmental activities.

Through contributions to charity, such as building sustainable energy infrastructures in impoverished and disaster-stricken areas of the world, WIND will not only build its brand awareness, it will also build on its reputation as a wholesome, positive, world-improving brand. WIND will also be involved in community strengthening programs in urban American towns, including establishing urban gardens with members of the communities, enabling these neighborhoods to come together while increasing green spaces that can be used for expanding their local food supply.

WIND will not seek out media hits, rather it will rely on the integrity and positivity of its actions to generate word of mouth and natural media coverage that is earned and not paid. This will ensure that any coverage of any of their actions will portray the brand in a positive light. This method will integrate well with the advertising objectives and activities, as it will create a buzz that will lead the target market to seek out more information, leading them to the website where they will learn more about the company, its mission, and its products.

Any negative publicity will be handled honestly and immediately through the website, social media, and press releases in order to immediately refute any potential harm to the brand's image.

Sponsorship, Green and Event Marketing

Event marketing at a Green Festival

Since the entire campaign could be considered green marketing, there will be no specific activities that will be separately classified as green. As for sponsorships and events,WIND will greatly benefit from sponsoring small, local events. One of the major underlying themes of the campaign is that the power to save the world starts with one person, and the energy to save the world starts with WIND. To stay with this theme, WIND will sponsor community activities, such as small local outreach programs, as well as events that fit within their image. An event such as the one held in Milwaukee this past Fall, Rock The Green, was a concert that had a zero-carbon-footprint. With no waste, and no energy used that wasn't generated onsite, it was a green concert, not-for-profit, held to raise money for sustainability and local charities. WIND would have been a perfect sponsor for that type of event, and would be able to promote their image, offer samples, and promote brand awareness in the process. It would also give them a chance to build relationships with the target market in one-on-one interactions that foster a positive image associated with the brand.

Since the target market prefers underground, lesser known musical acts, are hip to up and coming trends, and are creative and cultured individuals who are heavily involved in their community, these types of events will appeal to their elitist tendencies while proving that WIND is not blowing smoke- they are a legitimate brand with a positive goal of making the world a better place, one drink at a time.

Promotion: Blowing the Competition Out of the Water

Promotional Strategy of Wind Energy Drink

WIND, as a natural energy drink product, is open to a variety of promotional methods that will serve to increase brand awareness and drive sales. One promotional offer will be a direct mail coupon sent to targeted customers offering a free bottle of WIND, with the intent to encourage them to try it for the first time. There will also be street teams distributing samples of the product at farmer's markets, street festivals, and outside of natural health food stores such as Whole Foods and Trader Joe's.

As stated in the outline of interactive marketing strategies, one of the most effective promotional methods will be a contest held on the website and promoted via social media. The contest will be aimed at college students, who comprise a large portion of the young, hip, on-the-go, liberal and Eco-conscious target market. The contest will invite college students (or any relatives of a college student, to avoid discluding anyone) to submit any creative works to the website about improving the environment, reducing your carbon footprint, etc., with entries being voted on through the website for a determined period of time. The winning entry will be aired/announced during the Superbowl, and the winning participant will receive $50,000 for their school to use towards sustainable energy (i.e. solar panels, wind energy on campus, etc.) in their name. The entries could be songs, dances, essays, poetry, a video, a painting, a sculpture, or anything that relates the idea of sustainability and green living.

This contest will appeal to the passionate nature of the target market when it comes to creating a better world. It will also tie in with all other marketing strategies, and as a green product, it makes sense to promote it in a green/eco-friendly way. It makes more sense to run this type of contest than the typical "look under the cap to win", or "two for $3" types of promotions often used by other beverages. The intent is not to increase sales, but to build a relationship with customers, create an identity, and expand brand awareness, and promoting in a unique and beneficial way will not only serve to advance the message that WIND is promoting, it will also increase sustainability while giving creative minds a chance to express themselves while attempting to better the environment.

By targeting brand-preference and brand loyal customers with this promotion, WIND will achieve its marketing objectives of becoming either part of a chosen set, or the number one choice among customers who buy energy drinks. This will not be because it is on-sale, or because it is cheap, or because it comes with a coupon; it will sell more beverages because more customers will recognize that WIND isn't just another energy drink, it's better.

Personal Selling

WIND will be sold by representatives that truly and honestly care about people and the environment. The salespeople representing the brand will be actual members of the target market. Young, hip, eco-friendly, passionate about the environment, creative, caring and compassionate people will be the face of the brand. They will be college educated, with some experience preferred but not required. It almost works better for the brand for the salespeople to be wet behind the ears- it's a new product targeting a new demographic, in a way that is unique to the brand. The target market also responds better to less traditional, more laid back approaches to marketing, and will appreciate being talked to by someone who shares their values.

The selling strategy will mostly entail getting the product into health food stores, convenience stores, grocery stores, and fitness centers. Another prime location for the product will be on college campuses, where a significant portion of the target market will be inclined to purchase them. The sales people, in addition to getting WIND into these locations, will also be the ones handing out samples at the events described above, meeting with potential consumers of WIND and discussing the unique features and benefits of the product. To tie in with the direct marketing campaign and website, their efforts will be supported with brochures similar to the one used to send to the customer database. It will invite customers to visit the website to print a free coupon with their code, and create a pin-wheel out of the paper. This will tie everything together, while still increasing brand awareness and promoting sustainability.

The incentive for sales reps to strive for success will include bonuses for the follow-thru rate of code entries on the website (which will be uniquely linked to each rep). Since the aim is not to increase sales, but to increase awareness, the reps will be well-compensated, and receive free tickets to events/concerts that will be ideal for promoting the beverage. Since the reps are the target market, this will be a huge advantage to continue to do their job well.

Throwing Data to the WIND

Database Marketing

The target market for WIND is likely to be less receptive to aggressive marketing tactics, and more responsive to value-based relationship marketing. There will be a negative effect if customers are deluged with e-mails or mail that badgers them relentlessly to buy the product. A better strategy will be to utilize permission-based marketing in the form of occasional newsletters that the consumer signs up for on the website, and specifically targeted e-mail and direct mail coupons and notices that are opt-in only.

The database of customers will be collected during other marketing activities. When customers submit content to the website for the t-shirt design contest, when they receive free samples in the experiential marketing activities, or when they interact with WIND via social media, their information will be collected with their permission.

The information gathered will consist of e-mail address, name, and mailing address. They will also have the option of how much of that information to provide, and that will serve to gain their trust and respect as an honest, transparent company with no tricks or gimmicks to ambush consumers with. Visitors to the website will be asked to participate in satisfaction surveys as well, in the form of pop-ups that appear for random customers.

Having this data will help to identify trends in purchases among certain groups, preferences, buying habits, and will show overall satisfaction. Knowing this information will assist in creating the marketing strategy for future campaigns, as well as how the creative executions should be designed.

To contact consumers on the list, e-mail and direct mail will be used. Occasional e-mails with content from the website will be sent out in the form of a newsletter, along with printable coupons and information about relevant events going on in the area that are sponsored by WIND. For the direct mail pieces, customers will receive a coupon on a piece of recycled paper that can also be folded and attached to a pencil (or stick) to be used as a pinwheel. This will show the personality of the brand, offer an incentive, and give them a fun, DIY toy to make and enjoy.

Guerilla in the Wind

WIND Energy Drink- Alternative Marketing

A product like WIND lends itself very well to alternative forms of marketing. The primary target market consists of people who embrace an alternative lifestyle, including underground music, organic foods, free-trade goods, and sustainable living. These are the types of people who generally reject anything mainstream, commercial, or mass-produced, and will be more receptive than other markets to creative, intelligent, outside-of-the-box forms of marketing tactics.

WIND is an all natural, organic, free-trade energy drink that is packaged in plant-based biodegradable plastic bottles. One of the things that sets it apart from the competition is the fact that its good for you, and the environment, and the brand itself embraces sustainable living, adventurousness, nature, philanthropy, and environmental awareness. These lifestyles and values will make it easy to promote WIND in unconventional ways, while still tying into the objectives of the overall campaign, which mainly aims to increase brand awareness and to set WIND apart from the competition (which focuses on aggressive extreme sports).

To generate Buzz Marketing, college students in select major cities will be selected to receive a free case of WIND Energy Drink to drink and to hand out to their friends. In exchange, they will then be asked to review the drink and how they feel about the brand, and post it on Twitter with #WINDENERGYDRINK as the category. As an incentive, select students who participate will be selected at random to receive free WIND for one year.

An example of Guerilla Marketing tactics used would be street teams employed to erect working statues/sculptures of windmills made from the aluminum cans and bottles used by other energy drinks. These sculptures will have the WIND logo on them, and as the sculptures are being put up, a brand ambassador will be handing out samples of WIND and explaining the benefits of the product. This would gain attention, and demonstrate that WIND is a better choice than the competition.

Lifestyle Marketing would be very important as well, as this is perhaps where the target market would be most receptive. By employing college students to act as a street team, they will be asked to go to places where people might need natural energy. These places should definitely not be commercialized locations like shopping malls, but where the target market would shop- places like farmers markets, local street fairs, independent music stores, local coffee shops, bookstores, and college campuses. Potential consumers will all be told about the benefits of WIND, and be willing to try a free sample and take a coupon for a later purchase. This will generate interest in a grassroots manner, something that the target market will appreciate and respond to.

Experiential Marketing would be used by having organized events in regional markets that are sponsored by WIND, offer samples of the beverage, and educate consumers of WIND's attributes as well as the benefits to living green. One such event might be a neighborhood block party that encourages patrons to participate in building an urban community garden. WIND would provide the tools and the supplies, and the neighbors would have a chance to work together to create a living garden that will provide food. They will also be taught that WIND is biodegradable, and can be composted for the garden, and can be used to fuel their hard work- naturally.

Product Placement would be employed to create familiarity with the brand, and build awareness. On select TV shows, WIND would be enjoyed by key characters that are well-liked on the show. Shows such as New Girl on FOX comes to mind as a good example, as Zooey Deschanel is well liked among the target market, and is often hailed as an "indie princess". The show is also enjoyed by the target market, and would be a good place to feature an all natural product.

In-store marketing and POP displays would be an effective way to gain sales when they matter most. Used at major retailers as well as places like the Outpost Natural Foods, Whole Foods, and Beans and Barley in Milwaukee for example, an attractive display that is made of recycled cardboard and shaped like a windmill would be a good, eye-catching way to get attention as the customer is making their decision. Placed near other energy drinks in the cooler, as well as in the organic aisle, WIND will get the attention of the target market that is looking to purchase an energy drink. With 60% of purchase decisions made in-store, it will also gain impulse sales with that method as well. A coupon would also be made available to shoppers, or a fun incentive such as a free pinwheel with purchase would be appealing as well.

World Wide WIND...The Interactive Campaign

Website

The objective of the campaign is to increase brand awareness while emphasizing the benefits of Wind in relation to the competition, therefore the website will be a critical component in accessing the target market. If a consumer wishes to know more about WIND, their first step will be to research it on the internet, with the website being the first stop on their journey. Packed with interactive content in the form of information, product research, links, videos, a blog, and information on where to buy, the website will answer all of the consumer's questions about the energy drink while also offering relevant content that will enhance the brand image and engage the consumer. This will serve to build a relationship between the consumer and the brand, offering them a place to go to connect with the messaging of the campaign and the personality of the product.

Since the product is unique from the competition with organic ingredients and biodegradable packaging, consumers will want more information on proof to these claims. One of the pages on the website will allow the consumer to click on various attributes of WIND to learn more about the claim. An example of the page might look like this:

A page on the website will be dedicated to offering more information about advertised claims.

Website Features

The site will have a tabbed list of menus to make it easy to search and toggle between pages, increasing the usability and ease of navigation of the site. The primary menus will include the following:

• Information/Certification about product claims
• Blog filled with relevant content regarding green living, the environment, nutrition, and popular culture
• Videos including those from sponsored events, commercials, mini-documentaries relevant to green living and environmental awareness, and consumer-generated short films submitted through YouTube
• Social Media links that connect consumers to Twitter, Pinterest, Facebook, YouTube, and StumbleUpon, all social sites that WIND will utilize to connect users with the brand and drive traffic back to the website for more engaging content
• Widgets and games will be developed for the website that create an entertaining way for consumers to interact with the brand. One example of this would be an interactive survey that calculates your carbon footprint. Another would be a virtual wind turbine, virtual bubbles, a virtual pinwheel, and a virtual birthday candle that you can "blow" with your mouse to watch it react
• Links to relevant content will allow users to connect to things that matter to them, such as the following web pages:
• www.ecotourism.org - A site dedicated to conservation and sustainable travel
• www.epa.gov/brownfields/urbanag/basic.htm- An EPA site that explains how to start an urban community garden
• www.upcyclethat.com- A site dedicated to tutorials and ideas for upcycling everyday items
• www.green-living.com- A site for green living products
• and other content that users can contribute through StumbleUpon to be shared on the site
• Where to Buy will list retailers that sell WIND
• Living WIND will feature contests, events, promotions, and other incentives that will engage consumers with the product and encourage them to buy, all while building a brand image
• Shopping will be a secure portion of the website that allows you to purchase WIND t-shirts that were submitted via a contest that will be hosted on Threadless.com, where 15% of the proceeds from every sale will go towards environmental-related charities/organizations. Any concerns about the safety of e-commerce on the site will be handled with thorough disclaimers, extremely secure checkout, and PayPal payment options. 
• E-List sign-up will allow consumers to opt-in to an e-mail mailing list that will send updates, coupons, promotional information, and videos and contests that will keep consumers in the loop with WIND happenings

 Online Advertising

There will need to be online advertising to drive traffic to the website. This will mainly be in the form of rich media banner ads that will encourage the target market to visit the website, buy WIND, and become familiar with the brand. Tied in to contests on Threadless.com, and featured on sites that are linked to on the WIND website as well as on social media pages and the websites of other media channels used for advertising, the banner ads will grab the consumers attention and create interest. An example might look like the one shown below, with dandelion seeds blowing across the page:

 The pages advertised on will be chosen based on target market traffic. SnagFilms.com is an example of a perfect place to access people interested in saving the environment and being healthy. The ads will get attention, create interest, generate desire, and elicit action as the consumer is encouraged to visit the website.

Engagement

One of the more interactive elements of the campaign will be the user-submitted content. Internet users will be invited to submit t-shirt designs featuring the WIND logo to Threadless.com, and designs will be featured on the website for sale. 15% of the proceeds of all sales will go towards sustainable charities that build urban gardens, establish sustainable energy in impoverished countries, and environmental research programs. This will enhance the natural aspects of the product, and encourage sales and participation from the target market, as well as putting branded apparel on the streets.

Mock-Up of t-shirt design that would be submitted for campaign

There will also be invitations to submit videos of people doing good things for the world, their community, or the environment, fueled by the energy they gained from drinking WIND. These videos will be on the website, as well as all social media forums. This also has the possibility for becoming viral content.


All of the interactive media initiatives will serve to increase traffic to the website, and reach the target market with the intention of increasing brand awareness and sales of WIND.

Fanning the Flames

Media Selection and Strategy

Choosing the appropriate media channels to advertise WIND Energy Drink will be critical to its success. Keeping the target audience's lifestyles in mind, as well as the recency theory of advertising, the campaign will be best suited for a continuous advertising schedule with a high reach that touches upon a variety of select media channels that will maximize brand recognition.

Using the schedule below, the selected media will be used to advertise on a continuous basis, with breaks on specific media to avoid over-saturation. In general, however, some form of media will be utilized at all times as WIND builds recognition as a brand.

 Advertising will be utilized based on where the target market goes for entertainment.

TV, being a more expensive media channel, will be lighter during months with lower viewership. The television spots will be :30 commercials, aired on highly segmented cable networks such as Adult Swim, current., and Planet Green, and also on Sunday nights during FOX's "Animation Domination". These television networks have the highest viewership of adults with median ages of 20, 34, and 47 who are educated, cultured, adventurous, tech-savvy, and generally the livers, thinkers and doers that comprise the majority of influencers in the target market. Targeting specific groups will have a high reach of the target market, and since the target market consists of very influential, ahead-of-the-curve types, they will then encourage others to buy WIND, supporting the campaign's influence in other media channels.

The same goes for magazines, which will be reserved for use during the summer months when sales will be maximized, with a brief reminder push being used in December and April. The ads will be full-color, full-page ads and will run in PASTE Magazine, Ready Made magazine, and Natural Health magazine, where the target market of young, hip and intelligent members of society will be most receptive to the ad messaging. This segmented approach will maximize the high expenditures required for magazine ads, and have the same effect as television ads- influencing the influencers, for the least possible dollars.

Alternative advertising will be constant, as it is cost-effective, and will again be highly strategic in placement. This category will include sponsored events, product placement, guerilla marketing, buzz marketing generated by other advertising, product ambassadors, and lifestyle marketing. All of these types of marketing will be put in place year round, all generating interest and brand recognition in a memorable way for a very low cost, all while supporting the campaign objectives.

The same goes for interactive/internet advertising, as it will be the backbone of the integrated media plan, with a year-round website and highly targeted campaign. Social media sites, a blog, banner ads, e-mail promotions, consumer-generated content, and videos will all be used to carry the messaging into the hands of educated, tech-savvy, go-getter adults seeking increased energy and a green product.

Direct marketing will be occasional, as not to over-do it and drive away customers with excessive frequency. Specific promotions will be used to increase sales and act as an incentive. It will only be used in alternating months as a minor support to the campaign. This will include coupons and samples sent to targeted customers, and various relevant mail pieces aimed at generating interest in the product.

Outdoor advertising will be used only during Late Spring, Summer, and early Fall, when people will be outdoors. As a product aimed at outdoor enthusiasts, this will be an efficient use of funds for this media channel. Billboards in trendy, urban areas, ads in bus shelters and on bike racks, and commissioned paintings on buildings in trendy, regionally-targeted markets will gain the most exposure in the target market, reaching people who bike to work, ride the bus, and live in areas densely populated by people interested in culture and green living. Since people are out and about more during nicer weather, this channel will not be used during colder months in order to maximize advertising dollars.

For other advertising, this category consists of in-store displays, signage and promotions, as well as incentives and training for stores and distributors. It will be important to educate sales people, and also to encourage their increased sales to retailers with worthwhile incentives. Having eye-catching signage and sale prices/coupons in-store will also maximize sales at the point of purchase.

All media will be used intelligently, with the objective of increasing brand recognition and encouraging sales of WIND. Traditional media will be used, but sparingly and effectively, with a higher focus on internet and alternative marketing that will serve to reach out to the influencers of the target market and in turn trickle-down to the rest of the population.