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Tropical Leaves

HTEAO

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Question: create a media plan for the first HTeaO store in Charlotte, North Carolina.

Goals: 

  • Serve 200 in-store/drive-thru drink orders/weekday

  • Encourage 20% of HTeaO app users to participate in the “Refer a Friend” program

  • Achieve an HTeaO app install rate of 15% of the new target audience 

Budget: $60,000

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Brand Insights

  • Committment to excellence

  • Keen eye to quality control

  • Affordable price

  • Friendly and quick service

  • Tailor flavors to their individual preferences, with sweet, unsweet, and Truvia alternatives, along with fruit toppings.

  • Use the best 100% broadloaf iced tea, with doouble pass reverse osmosis water.

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USP: 27 flavors of freshly brewed tea every hour
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Customer Personas

Amy Hudgins, a 27-year-old hospital administrative assistant and earns $60,000. She is traditional and outgoing, and she enjoys baking and cooking for her family and friends. She desires a cup of sweet iced tea with a variety of fruit flavors, which provides her with refreshment and waking each morning. However, she is concerned about the freshness of the tea, which makes her feel uneasy, and she does not like chemical syrup to flavor tea, which she believes is harmful to her health.

 Traditional Milennial 

Billy Jones is a 33-year-old plumber who earns $50,000 a year. He has a strong work ethic as well as a love of fishing. He prefers a huge cup of unsweetened iced tea with classic American flavors to keep him cool throughout the heat. However, he finds it difficult to acquire a large amount of tea to travel to the fishing area because he requires tea for 4-5 hours. Furthermore, just a few businesses sell unsweetened iced tea with varieties prepared fresh every day.

 Blue Collar Country 
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CAMPAIGN

BORN IN TEXAS, MADE FOR CHARLOTTE

Sweet tea has a longstanding history in North Carolina dating back to the prohibition era of our country when tea became the substitute for outlawed beverages. In fact, in the US, tea was first grown in the Carolinas.

So to us, we are bringing HTeaO, home.

HteaO will become a normal aspect of the target audience's day-to-day living. With rich southern roots, traditionalist values, and sweet tea being a known popular beverage within this category of Carolinians, this campaign will help to make HTeaO the latest trend in drinks.

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Flight Strategy

Flight 1 + 2: increase 75% brand awareness before the grand opening

  • Radio: 4,000,00 impression

  • Magazines + Newspaper: 93,000 impression

  • Billboard: 1,000,000 impression

  • Facebook: 800,000 impression

Flight 3: increase 10% social media engagement and 15% store visits​

  • Newspaper: 30,000 impression

  • Billboard + Bus Wraps: 1,020,000 impression

  • SEM - "Tea drinkers": 5,500 impression

  • Instagram and Facebook Influencers: 300,000 impression

  • In-App Push Notification + Reward

Flight 4: increase social media engagement and generate customer retention​​

  • Bulletins + Bus Wraps: 20,300 impression

  • SEM - "Tea drinkers": 5,500 impression

  • Social Media Influencers: 500,000 impression

  • In-App Push Notification + Reward

Flight 5: drive 30% purchase in-store and increase 40% customer acquisition and 50% social media engagement

  • Social Media Challenge/Trend: What's the 28th flavor?

  • Social Media Influencers: 500,000 impression

  • Sports Events Sponsorship

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Media Planning Class
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