1. Naturally Powered
Zico Event Campaign

2. Naturally Powered Campaign
Partner with Equinox Fitness Clubs in NY, CT, Washington D.C., California (8 total).
Each Saturday from July-August 17th from 9 a.m. until 3. p.m.
Distribute free Zico, recipe cards promotional towels, and t-shirts.
Have Team Zico Athletes teach onsite fitness classes while promoting Zico.
Feature Kevin Garnett as spokesperson and host at each event.
Utilize E!, NBC Sports Network, Fitness Magazine, and local newscasts to promote Naturally Powered campaign.

3. Why? Gym Rationale
Zico target market segment interested in fitness: (Fitness Magazine 203, Men’s Fitness 164, Muscle and Fitness, 203, MRI).
Gym-goers tend to be healthy shoppers interested in beverages that support their healthy, active lifestyles.
Emphasize Zico as a healthy alternative to sports drinks, (where there will likely be direct comparisons), and the electrolyte science behind the campaign theme “Naturally Powered”.

4. Why? Equinox Rationale
Voted “Best Gym Chain” and “Best Classes” by Fitness Magazine.
Eco-friendly, sustainable efforts similar to that of Zico.
Equinox Senior Marketing Director Hillary Benjamin describes Equinox target market as:
Health-conscious
Well-educated
Professional
25-55
High household income
“Lifeaholics”

5. Event Features Zico Café samples, summer-themed recipes.
Team Zico athletes teach yoga and aerobic cardio classes, network. (credibility).
Promotional t-shirts (employees and instructors).
Have Garnett host event, give autographs, answer inquiries about Zico.
Distribute sweat towels to gym-goers with the ZICO logo and benefit of being “the ultimate hydration drink” printed on the towel.

6. Media Recommendations and Research
E!, Entertainment Television
163, MR
“health-conscious target audience participates in Pilate’s (156), kickboxing, (153) and triathlons/marathons, (153).
Reaches young, active, college educated professional audience.
“one of the highest concentrations in cable for reaching adults with a household income of $75k.
(expand target market).
72 percent of viewers are persons ages (the Cab E!) during prime time.

7. Media Recommendations and Research
Zico consumers are interested in cycling (Cycle World, 137, MRI).
In July, utilize NBC Sports Network, specifically coverage of the Tour de France, to reach consumers interested in cycling and fitness.
7p-11p when 56 percent of viewers are persons ages
Every day for 21 days of the Tour de France.

8. Media Recommendations and Research
Place Naturally Powered campaign print advertising in Fitness magazine’s June issue (203, MRI).
Purchase a horizontal, two-color, one-third page ad with dimensions of ” x 5-1/8”.
Fitness Magazine reaches a total audience of 7,330,000 with 63 percent having an income of $50k+ (Fitness, 2013.)

9. Additional Media Recommendations
Utilize Equinox gym member databases to send out text reminders, newsletters, and s of upcoming Naturally Powered events by location.
Order 13 ft. double-sided banners to place outside gyms along roadside with “Naturally Powered” event campaign logo from displays 2 go.
Social media promotion by Garnett and athletes. 5 days ahead, 1 day ahead, and day of.

10. Summary
Fitness-conscious individuals are a large segment of Zico’s target market.
Characteristics of Zico fitness-conscious consumers match Equinox consumer characteristics.
One-on-one interaction, WOM advertising, and try before you buy increase likelihood of purchase.
Allows direct comparison with competitor beverages in gym settings.
Media recommendations target men and women of matching demographics and psychographics in Zico target market.