1. Tai Pei Integrated Marketing Plan
Group Asian Food Persuasion

2. “Clean Ingredients, Bold Flavor”
Advertising to Millennials through a variation of digital media.
Using nontraditional elements to best maximize reach to convey messages of “Clean Ingredients, Bold Flavor”

3. Situation Analysis

4. SWOT - Weaknesses

5. SWOT - Opportunities

6. Marketing Goals Increase Awareness. Reduce resistance.
Generate Excitement Amongst Millennials
Excited about adventure & discovery
Not focused on traditional meeting
I.e. Facebook, Twitter, Instagram, Pinterest
Combat Negative Perceptions
Create health Chart
Before/After of old and new ingredients
Create perfect persona
Busy Millennial type setting
Place in short ad commercials
Free-Sampling
Point of purchase
Try it before they buy it

7. Communication Planning
Messaging- “Clean Ingredients, Bold Flavor”
New Ingredients, new look
Millennials outlook on health
Key millennial words to get across in messaging
Fresh. Clean. Simple.
Bold. Adventurous. Exciting.

8. Communication Objectives
Reach>Frequency
Not well-known brand, maximize impressions
Reach more people less frequently, but increase awareness
Advertising efforts through millennial media
Hulu, Spotify, Snapchat
Point of purchase promotion - Sampling
Goal through advertising is to align
Tai Pei with millennial views.

9. Brand Development Trends Website-Simplistic, clean Easy to navigate.
Keep to new brand look
Fresh looking, sticks to color scheme of green, gold, white
Want a recognizable brand image to draw in millennials. Brand’s most recognizable feature is the box, just make it more appealing to target audience.
Colors emphasized in creative briefs

10. Tai Pei
Tai Pei
Tai Pei

11. Internet Radio Spotify and Pandora
Pandora - 70 million ad seeing users
Spotify - 30 million ad seeing users
Targeting
18-25, U.S., Today's Hits
Timeline
Entire campaign - 3 months
Design Specifications
Key message
7am to 11:59pm
second video ads
Call to action

12. Facebook No. 1 Social Media Site
Over 1.79 billion active monthly users
1.09 billion daily active mobile users
1.18 billion daily active users
167 million daily active users in US and Canada
Millennials
91% between ages 15-34

13. Twitter Users 320 million monthly active users
100 million daily active users
500 million monthly visitors that don’t log in
Millennials
59% have active Twitter accounts
80% access once a day

14. Instagram Users 500 million monthly active users
77.6 million users in the US
Millennials
48.2 million users in the US

15. Youtube/Hulu Youtube users 1 billion active users each month
30% of these users are millenials
Target millennials through new music videos and movie trailers
Hulu users
12 million subscribers
37% of these users are millenials
Target millennials through a mandatory ad viewing
before streaming of shows are played

16. Sponsored Snapchat Lens
Hold three different filters over three days throughout the campaign.
Reaches 41% of all year-olds in the U.S.
Millennials can use to tell a story

17. Snapchat Sponsored Lens

18. *Based on a $4 million dollar budget

19. FLOWCHART

20. Evaluation $4 million budget, ROI.
Twitter, Instagram, Facebook Analytics
Impressions
Survey before, middle, and after.
Awareness
Promo Code Scan (Text)
Pandora & Spotify
Tai Pei Website
Views & Hits
Measuring Awareness & Sales

21. “Clean Ingredients, Bold Flavor”
Conclusion
“Clean Ingredients,
Bold Flavor”