crescent pure proposal - web publishing · pdf file · 2016-08-16and powerade...

P O W E R P R S O L U T I O N S

Crescent Pure Campaign

7 East 12th Street, New York NY 10003

Phone: 917.982.3235

E-Mail: [email protected] Web: powerprsolutions.com


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T A B L E O F C O N T E N T S

1 R E S E A R C H … … … … … … … … … … … … … … … … … … … … … … … … … … … … … . 3

1 . 1 P o s i t i o n i n g … … … … … … … … … … … … … … … … … … … … … … … … … . . 3

1 . 2 C o m p e t i t o r s … … … … … … … … … … … … … … … … … … … … … … … … … . 3

1 . 3 S W O T a n a l y s i s … … … … … … … … … … … … … … … … … … … … … … … … 4

2 A C T I O N P L A N N I N G … … … … … … … … … … … … … … … … … … … … … … … … . 5

2 . 1 T a r g e t a u d i e n c e … … … … … … … … … … … … … … … … … … … … … … … . . 5

2 . 2 O b j e c t i v e s … … … … … … … … … … … … … … … … … … … … … … … … … . . . 6

2 . 3 M e s s a g e s … … … … … … … … … … … … … … … … … … … … … … … … … … . . 6

2 . 4 S t r a t e g i e s … … … … … … … … … … … … … … … … … … … … … … … … … … . 6

2 . 5 B r a n d r e d e s i g n … … … … … … … … … … … … … … … … … … … … … … … … 7

3 T A C T I C A L E X E C U T I O N … … … … … … … … … … … … … … … … … … … … … … 7

3 . 1 E n d o r s e r s … … … … … … … … … … … … … … … … … … … … … … … … … . . . 7

3 . 2 C o m m u n i t y o u t r e a c h … … … … … … … … … … … … … … … … … … … … . . 8

3 . 3 P a r t n e r s h i p s … … … … … … … … … … … … … … … … … … . . . . . . . . . . . . . . . . . . . . 1 1

3 . 4 S p o n s o r s h i p … … … … … … … … … … … … … … … … … … … … … … … … . . 1 5

3 . 5 M e d i a o u t r e a c h … … … … … … … … … … … … … … … … … … … … … … … . 1 5

4 E V A L U A T I O N … … … … … … … … … … … … … … … … … … … … … … … … … … … 1 8

5 F U T U R E C O N S I D E R A T I O N S … … … … … … … … … … … … … … … … … … … . 1 8

6 A P P E N D I C E S … … … … … … … … … … … … … … … … … … … … … … … … … … . . . . 1 9

7 R E F E R E N C E L I S T … … … … … … … … … … … … … … … … … … … … … … … … . . 2 2


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RESEARCH

Positioning

We decided to position Crescent Pure (CP) as a diet and low-sugar sports drink. The hydrating elements of

Crescent Pure, together with the energy boost and mental focus functions, can greatly improve athletic

performance and help remit post-workout fatigue after exercise.

Statistics shows a relatively slow growth of sports drink sales in recent years, with only a 9% increase between

2007 and 2012. However, the market is expected to have a 52% growth within five years, from $6.3 billion in

2012 to $9.58 billion by 2017. Moreover, the new diet and low-sugar sports beverages, which newly emerged in

2009, had a dramatic growth of 33% from 2010 to 2012.

According to the 2012 Mintel Study on sports drinks, 42% of sports beverage users did not associate sports

drinks solely with athletics, but considered them as “anytime beverages”. Regular drinkers consumed sports

drinks more often than energy drinks as this area appealed to a fairly wider potential consumer base. As well as

athletes and sports lovers, Crescent Pure’s all natural, organic ingredients and low sugar quotient will also

attract the growing group of health-conscious consumers who are seeking a healthier “anytime” beverage

alternative. Likewise, considering the dense negative media coverage about energy drinks, the prospect of

sports drinks is brighter and more health-oriented.

Competitors

Two of Crescent Pure’s strongest competitors in the sports drink industry are Gatorade (owned by PepsiCo)

and Powerade (owned by Coca-Cola). These two leading brands almost dominate the entire sports drink

market, with a 77% and 20% market share respectively. Although the sales gap between Gatorade and

Powerade is visibly large, they are always regarded as parallel products with similar ingredients and functions.

Additionally, to feature these sports drinks as low calorie beverages, both Gatorade and Powerade contain

artificial sweeteners such as acesulfame potassium, a type of zero-calorie sweetener that is 200 times sweeter

than sugar, resulting in possible health issues for the human body. Highlighting the ‘all organic’ component

and 70% less sugar quotient, Crescent Pure can definitely differentiate itself from its strongest competitors and

build a positive and healthy brand image.


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Besides competitors in the sports drink industry, energy drinks like Red Bull are also challenging the

opportunity for Crescent Pure to win a favorable place on store shelves. The popularity of energy drinks

among athletes continues to grow in recent years, however professionals and the general public question their

safety. Research shows that energy drinks contain copious doses of caffeine, sugar and sometimes alcohol, and

studies illustrate this does not necessarily enhance athletic performance. Moreover, it is known that high sugar

quotient causes diarrhea and other gastrointestinal upset, with significant caffeine intake leading to heart and

blood pressure abnormalities. The growing health consciousness among young adults will help Crescent Pure

establish itself as a healthier option, surely standing out in the sports and energy drink industry.

SWOT Analysis

Strength Weakness

• Certified organic, lower sugar quotient

• Healthier sports and energy drink alternative

• Herbal stimulants provide energy boost and

mental focus functions

• Environmentally-friendly packaging

• Positive response in three States where already

launched

• Higher price than most sports drinks on the shelf

• Little public awareness as a new brand

• Other possible competitors to arise in sports

drink market in the near future

Opportunity Threat

• Growing sports drink market

• Emerging and booming diet and low-sugar sports

drink industry

• Larger group of health-conscious consumers

• Considered as "anytime beverage", providing a

wider consumer base

• Fierce industry competition

• Publics disapproval of new drink on the market

• Potentially stricter government regulation


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ACTION PLANNING

Target Audience

According to feedback of our current retailers, Crescent Pure appeared to be most popular among young

adults aged 18 to 30 in our current market of three Western states1. For our national launch, our target

consumers are millennials aged 18 to 35. This group makes up 24% of the U.S. population, and is 77 million

strong2. Research shows that the obesity rate of this group has more than tripled in the past 40 years3.

Nowadays, around one third of millennials are faced with overweight or obesity problems due to unhealthy

diet habits and inadequate physical exercise.

Crescent Pure will contribute to combat obesity among millennials with the aim of raising a stronger

generation by providing a healthier sports drink alternative, encouraging these target consumers to be more

physically active.

Our entire target consumer group is subdivided into a primary and secondary group. We chose university

students aged 18 to 25 as our primary target consumers, who may have high engagement in sports but poor

diet habits. Adults aged 26 to 35 are our secondary target group, who also happen to be the largest group of

gym members. Our campaign will mainly cater to our primary target consumers, but we also hope to draw the

attention of our secondary target group as well as the general public.

To satisfy both our PR objectives and Crescent Pure’s business objectives, we have developed three key

messages we intend to relay to the public on Crescent Pure’s behalf, ensuring they become a recognized and

loved brand in New York within the first year (and hopefully across all of America thereafter). These

objectives are set out for the initial 12-months of the campaign launch.

1 Brief cases: Crescent Pure, Harvard Business School

2 Nielsen. Millennials – Breaking the Myth http://www.nielsen.com/content/dam/corporate/us/en/reports-2 Nielsen. Millennials – Breaking the Myth http://www.nielsen.com/content/dam/corporate/us/en/reports-

downloads/2014%20Reports/nielsen-millennial-report-feb-2014.pdf

3 Susan Blumenthal. How Healthy Are Today's Young Adults? http://www.huffingtonpost.com/susan-

blumenthal/millennial-health_b_862162.html


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Our three objectives are:

1) To establish awareness and familiarity of Crescent Pure within NYC

2) To position Crescent Pure as a healthier sports drink alternative

3) To encourage the current millennial generation to adopt a healthier regime and mindset

The key messages, in correspondence with the above objectives, are as follows:

1) “We are the first of our kind- Taste Natural Energy”

2) “We are certified organic- less sugar, more natural ingredients”

3) “We encourage the millennial generation to adopt a healthier lifestyle through increased awareness of

diet and exercise”

Strategies

Developing the correct strategies is a critical step not only to relay the correct tactics, but also to establish the

most suitable direction in which to take this campaign, with Crescent Pure’s best interest in mind. The five

strategies, which go in tandem with our five tactics and key messages, are as follows:

1) Use third-party celebrity endorsers to help position Crescent Pure as a sports drink and appeal to the

younger generation

2) Engage millennials through community outreach and university collaboration

3) Combine efforts with favorable global brands to raise awareness of Crescent Pure on a local and

national level

4) Increase exposure and establish affiliation with international sporting brand through sponsorship to

resonate with athletic consumers

5) Receive extensive and favorable press coverage via traditional and social media


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Brand redesign

Additionally, we have created a brand refit design for the Crescent Pure logo and bottle label, setting it aside

from current competitors and appealing to the younger generation we are aiming to target. The packaging we

have chosen is made from eco-friendly fiber materials, allowing the bottles to be recycled. This allows Crescent

Pure to present itself as an environmentally-conscience company that cares about its ecological footprint

(Appendix A & B).

TACTICAL EXECUTION

To appeal to our primary and secondary audiences, whilst meeting the company’s goals, we have established

five different campaign tactics.

1) Endorsers

A major aspect of our marketing campaign will depend on whom we select as Crescent Pure’s brand

ambassadors. As Crescent Pure is a sports drink, it’s very much in the company’s best interest to have

professional athletes endorse the drink and selecting the right people is crucial. If those who endorse Crescent

Pure show signs of improvement in their performances, there is a high likelihood it will be attributed to the

drink in some respect, encouraging others to purchase it and bolster their performances as well. The reality is

that every single athlete in the world wants a ‘substance’ that will enhance his or her capabilities. Unlike many

other sports and energy drinks, Crescent Pure is the only of its kind, as it contains a sole organic blend of

nutrients that improve performance through stimulating the break down of the body during and post the

workout progress.

Our first choice is Alex Morgan, a forward for the women’s U.S National Team. Since 1999, the team has

made the World Cup final three times, winning twice, most recently this past summer versus Canada. It is by

far the most successful professionally organized team within American women’s sport. The continuous success

of the team has significantly influenced the popularity of soccer more generally, and Morgan has quickly

established herself as the team’s most talented and exciting player. Aside from Morgan and soccer, there are

few other female athletes with such elevated stature in the United States, or even the world respectively.

Although soccer ranks third for sport most played amongst female youth, it’s stars, such as Morgan sit at the


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top of the popularity list. With this in mind, an endorsement from her can certainly enhance the brand’s

reputation. In addition to her excellent play, she has featured in several women’s fashion magazines, and

although irrelevant to soccer itself, it develops her appeal and likeability, an influential factor pertaining to our

targeted audience base.

If Crescent Pure can break into this particular niche market, it could pave the way as the most popularly

consumed sport drink well into young girls’ adulthoods and as their soccer careers progress. This connection

between the drink and millennials will translate into steady and improved profit because, although not

everyone who drinks it will pursue a professional career, they may very well continue to consume the beverage

recreationally or whilst engage in other athletic activities.

Another sector of promising value via endorsement is in the X-Games, an annual sports event in multiple

countries that comprise of the ultimate extreme sports. The term “extreme” serves as a strong ignition toward

performing at one’s absolute best. This notion directly corresponds with the value of Crescent Pure sports

drink, which serves to push one’s capabilities to extreme levels with its organic formulation. Our spokesperson

from the X-Games and second endorser will be Shaun White, a professional snowboarder and skateboarder

with two gold medals representing the United States. He is considered to be among the most popular

snowboarders worldwide and his image resonates with X-games fans globally. Given that X-games popularity

does not amount anywhere in comparison with the larger sports (basketball, soccer, etc.), the sports’ best

athletes drinking Crescent Pure will spark an interest in the drink alone. As people attempt to emulate White

when hitting the slopes, they will compliment this with drinking Crescent Pure through his positive

reinforcement of the brand at the X-games.

2) Community Outreach

For community outreach, our primary target audience is millennials/university students. Therefore, we have

decided to create an event among the most popular and influential educational establishments in New York

City (NYC). The company has already launched Crescent Pure in three Western states (California, Oregon and

Washington), thus we chose NYC as our initial campaign launch location as it’s the most populous city in the

United States and regarded to be the centre of the whole country. Based on popularity, student numbers,

location, and athleticism, the four universities we will be working with are New York University (NYU),

Columbia University, Pace University and Fordham University.


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There are 44,599 students attending New York University, of which 22,615 are undergraduates. NYU has 21

sports club teams and is a member of the University Athletic Association (UAA). Organised in 1986, the UAA

is a unique group of universities dedicated to running competitive athletic programs, while maintaining

academic standards of the highest quality. In 2014, more than 1,250 students were enrolled in intercollegiate

sports club teams, 20% of whom were graduate students.

The total number of students at Columbia University is 26,957. An institution member of the National

Collegiate Athletic Association (NCAA) in Division I FCS, Columbia embodies varsity teams in 29 different

types of sport and is a member of the Ivy League. The university competes in 27 sports and has a total of 844

student athletes of which 463 are male and 381 are female.

In 2014, 12,857 students were enrolled at Pace University. Pace is an NCAA Division II member of the

Northeast-10 Conference and the Eastern College Athletic Conference that sponsors 14 intercollegiate sports.

Pace's athletic facilities are highlighted by the 29,000 square foot Goldstein Health, Fitness and Recreation

Center which boasts a 2400-seat arena, eight-lane swimming pool, weight/fitness room, aerobics/dance room,

among others.

Fordham University has 15,286 students in ten schools. The university supports 23 male and female varsity

athletic teams, as well as various club and intramural sports.

For this event, we will invite our two endorsers - Alex Morgan and Shaun White - to give talk tours among the

universities. The large community of students, faculty members and alumni can be involved, giving Crescent

Pure credibility and building reputation. Alumni particularly will be invited, making them great sponsors,

volunteers and advocates of our brand. In addition, the ‘TedTalk’ type tour will be posted on the company

website and YouTube channel, becoming accessible to millions of potential customers. Morgan and White will

cover their personal career experience, and the topic inspired by the statistics of young people obesity: the shift

to a healthier generation, guidance to fight against this problem among our youth and how to lead better

quality lives in general. At each talk, sample drinks will also be distributed to the audience. This event, called

the “CP TALK TOUR—Healthier Generations” will be initially launched locally in NYC. Give that this is

successful, we intend to make this a national initiative, enhancing the exposure and promotion of Crescent

Pure across the U.S.


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In additional to the motivational talk tour, Crescent Pure will benefit from establishing itself as a company

involved with the local community and it’s residents. We will donate $10,000 worth of professional sports

equipment to the athletic departments at each of the four universities, as well as a yearly supply of sample

drinks for the department’s athletes. This will not only establish long-lasting relations with our group of

primary consumers, but also shoulder the corporate responsibility and good image we want to promote to the

general public. A recent article in the Wall Street Journal highlights an issue that Crescent Pure can use as

leverage behind this initiative. Coca-Cola’s one million dollar donation to the University of Colorado School of

Medicine in 2014 was recently returned back by the university, who claimed, “it was revealed that the money

had been used to establish an advocacy group that played down the link between soft drinks and obesity4.”

With obesity and related health issues proving to be a serious concern for medical personnel and the overall

public, our organic sports drink alternative can gain commercial benefit and exposure from the donation, using

Coca-Cola’s negative experience and relaying our own messages for a positive outcome.

Below, we have outlined the specific individuals we will be contacting in regards to our community outreach

initiative:

University Contact Position Phone

number

Email address

New York

University

Christopher

Bledsoe

Assistant Vice President for

Student Affairs/Director of

Athletics

998-2040 Christopher.bledsoe@nyu

.edu

Columbia

University

Peter Pilling Director of Intercollegiate

Athletics and Physical

Education

212-854-4774

[email protected]

Pace University Mark R.

Brown

Director of Athletics 914-773-3285 [email protected]

Fordham

University

David Roach Director of Intercollegiate

Athletics

718-817-4302 [email protected]

4 University Returns $1 Million Grant to Coca-Cola

http://well.blogs.nytimes.com/2015/11/06/university-returns-1-million-grant-to-coca-cola/?_r=0


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3) Partnerships

In order to appeal to both our primary and secondary audience groups, we have selected two partners we

believe will be of value to Crescent Pure, not only in terms of familiarity but also building relationships with

influential, global brands.

The first partnership is with GoPro, an HD-quality video recording device. This camera has gained vast

popularity worldwide because of its compact size, without the loss of amazing video quality. It sold 5.2 million

units in 2014, an equivalent of shipping 1,000 cameras per hour. GoPro has built-in Wi-Fi and is completely

waterproof/shockproof, allowing use in extreme-action videography (Appendix C: SWOT Analysis)

GoPro serves two main target audience groups, one primary and one secondary:

Primary

• Active adults aged between 22 to 45

• Directed primarily at consumers that have adopted an extreme sports lifestyle. Media contents directed

towards the consumer involved high-risk, niche-based, and sports oriented individuals. These

individuals reside closer to the younger, single, group oriented area of the consumer profile.

Secondary

• Young adult category between the ages of 18-21

• Tend to travel with their friends and companions on short social outings and trips that fit their hobbies

and interests. This group is the highest group of social media users in front of the 22-45 category. They

love to share their “selfies”, vacation photos and videos on social media and 47% of this category is


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reported to use the internet as their source of information. This group also spends an average of 29 or

more hours per week online distributing and consuming media.

Currently, GoPro is partnered with one of our competitors, Redbull. According to a 2013 article by TransWorld

Business, GoPro “shares the Red Bull Signature Series’ commitment to progression and innovation and thereby

makes for a strong strategic partner5.” Through our own research, however, we found that a number of

scientific studies and reviews have been published that address the negative effects of energy drinks,

particularly for athletes. An article in the New York Times states that there is a growing popularity of energy

drinks, specifically among athletes in college and younger:

In a recent survey of American high-school athletes, 32 percent reported drinking energy beverages. In

another survey, 27 percent of a group of 16,000 adolescent athletes, some as young as 11, said that they

used caffeine, usually in the form of energy drinks, to improve their sports performance; 13 percent

said they did so at the urging of their coaches6.

Evidence that energy drinks can make you a better athlete is sketchy at best. The article goes on to explain that

the amount of caffeine required to improve performance vary wildly for each individual, and the effects

typically are lessened once an athlete is used to the caffeine. The sugar-free version of Red Bull, while loaded

with caffeine, does not improve athletes’ run-to-exhaustion times. Meanwhile, it can contribute to dehydration,

and has been known to cause diarrhea and other gastrointestinal upset. BreakingMuscle website highlights the

fine print most people ignore on common energy drinks, including insomnia, anxiety, headache, dehydration,

rapid heart rate, seizures, and even cardiac arrest7.

To gain leverage over this competitor, we suggest for Crescent Pure to highlight the flaws and negative effects

of Redbull on professional athletes, initiating our product as the better substitute. Crescent’s herbal stimulants

deliver 80 milligrams of caffeine, roughly the same amount of “energy effect” as a cup of coffee. According to 5GoPro Joins Red Bull Signature Series As Official 2013 Season Partner

http://business.transworld.net/news/gopro-joins-red-bull-signature-series-as-official-2013-season-

partner/#K3C4fIMIu4l5QDjV.99 6 Phys Ed: Do Energy Drinks Improve Athletic Performance? http://well.blogs.nytimes.com/2010/12/08/phys-ed-do-

energy-drinks-improve-athletic-performance/?_r=3 7 Energy Drinks: An Athlete's Friend or Foe? http://breakingmuscle.com/nutrition/energy-drinks-an-athletes-friend-or-

foe


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Consumer Reports, 400 milligrams per day of caffeine is considered safe for healthy adults8. Therefore

Crescent Pure is a beneficial alternative not only for energy drinkers, but also coffee drinkers. Furthermore,

Crescent’s sugar quotient (derived from organic, raw cane sugar) is 70% less than leading energy and sports

drinks, on average, and includes ginseng; a herbal supplement known to relieve fatigue and boost

concentration and endurance.

This partnership will benefit both parties, as Crescent Pure can provide a positive brand to inspire and support

athlete performance, encouraging those who do partake in extreme sports to video their experience with the

GoPro, equally promoting Crescent Pure through effective product placement in these videos. In turn, this will

provide free, HD footage for GoPro’s promotional and advertising campaigns from actual customers, real

sport and true athleticism.

Our second partnership will be with Snapchat, a photo and video-messaging app that launched in 2011.

Primarily targeting young audiences/teenagers, Snapchat is used as a fun tool for sharing moments.

‘Snapchatters’ can take a photo or video, then add a caption, doodle or lens, and send it to a friend/add it to

their story to share with the world and their followers. Friends can view individual snaps for up to 10 seconds,

and then it disappears.

Since the launch, 100 million daily active users are on Snapchat, with 65% contributing daily content. Some

other statistics include9:

• U.S. millennials make up 30% of regular Snapchat users

• Snapchat Discover has 60 million monthly visitors

• Number of Snapchat snaps per day is approximately 400 million

• Snapchat stories views per day: 1 billion

• 77% of female college students share selfies on Snapchat, in comparison to 50% of male college

students

• Approximately 71% of users are under 34 years old, and 45% are between 18-24 8How Much Caffeine Is in Your Energy Drink?

http://www.webmd.com/food-recipes/20121025/how-much-caffeine-energy-drink 9 By the Numbers: 60 Amazing Snapchat Statistics http://expandedramblings.com/index.php/snapchat-statistics/


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• Roughly 70% of users are female

To expand the customer base, Crescent Pure will utilize Snapchat’s ‘Discover’ feature by creating their own

user account; a new way to explore ‘stories’ from different editorial teams. Snapchat Blog explains it as:

…the result of collaboration with world-class leaders in media to build a storytelling format that puts

the narrative first. This is not social media. Social media companies tell us what to read based on what’s

most recent or most popular. We see it differently. We count on editors and artists, not clicks and

shares, to determine what’s important. Discover is different because it has been built for creatives10.

This feature includes full screen photos and videos and advertising techniques, with every edition refreshed

after 24 hours for new content/news (Appendix D).

‘My Crescent Pure Story’ will feature on Snapchat’s Discover menu through our Get Active campaign. Those

consuming Crescent Pure, regardless of their chosen physical activity, can add a picture or short video to their

own personal story feed, but also to the My Crescent Pure Story on Discover with the lens filter

#TasteEnergy. This is a chance for our younger audience base to get creative with their selfies, whether it’s

during extreme kayaking, or playing soccer with friends at a local park.

Two winning candidates will be chosen at random from the handful of Snapchat story entries at the end of the

month. The first will receive a skiing weekend in Whistler, Vancouver (with all expenses paid by Crescent

Pure), and a chance to meet one of our endorsers, Shaun White, for the ultimate snowboarding experience.

The other will receive a once in a lifetime soccer experience with our second endorser, Alex Morgan, at the US

Woman’s Team training grounds.

This partnership will benefit both Crescent Pure and Snapchat, driving more users and exciting content to

Snapchat’s feeds, whilst encouraging the younger generation to promote healthier lifestyles to their peers and

others around the world.

10 Introducing Discover http://blog.snapchat.com/post/109302961090/introducing-discover


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4) Sponsorship

Granted there are many other sports drinks and their respective endorsers, Crescent Pure must continue

developing ways to distinguish itself in its mission to generate greater exposure and more revenue. Sponsoring

a sports team is an amenable step forward given the positioning of the drink.

The Barclays Premier league, located in England, represents the greatest economical soccer league in the world

today. It has partnered with NBC Sports of America on a six-year $800 million deal to be the league’s sole U.S.

broadcaster. This deal has elevated the total revenue of the league upwards to a whopping $3 billion. As the

league continues to profit exponentially, more of its teams have room for growth both competitively and

economically.

One team in particular, Crystal Palace, can serve to be an ideal fit for Crescent Pure’s brand. Recently, Joshua

Harris, owner of the National Basketball Association’s Philadelphia 76ers, purchased a 25% stake in the

English soccer club. Crystal Palace is located in South London, which is in the midst of a $5.2 billion

regeneration plan, with Harris’ partial ownership paving the way for more American affiliation with the club.

This proves to be an excellent opportunity for Crescent Pure to adopt and further strengthen the growing

connection between America and a soon-to-be elite team in the world’s greatest - economically and socially -

sports league. The team’s current sponsor is on a one-year $1.25 million deal. Without a sponsorship contract

for next season, Crescent Pure can interest the team with a lengthy and sizeable offer. Currently valued at $252

million, there is great promise in the growth of the club and the exposure for Crescent Pure as its primary, and

most importantly, recognizable, sponsor.

5) Media Outreach

Crescent pure will conduct broad and aggressive outreach to reporters, from TV stations, radios, newspapers,

and magazines on a local and then national level. We have chosen journalists who cover health, diet and well-

being, the sports industry, and local cities/communities to drive awareness of Crescent Pure. Spokespeople for

the sports drink will include Portland Drake Beverages (PDB) CEO Michael Booth, sports medicine physician

James Andrews M.D (Appendix E), and nutritional doctor Mark Hyman, M.D (Appendix F). These

interviewees were chosen as appropriate in order to relay the importance of building a healthier generation,

and how Crescent Pure is a positive tool in aiding this initiative, both for athletes and the general public. They

will be trained accordingly prior to any organized meetings with reporters.


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Below is a detailed graph outlining how we will pitch every media outlet, the specific reporter and our target

audience in mind for each respectively.

Media Section/targeted

reporter

Pitch angle Target audience

TV ESPN X Games Partnership with GoPro to

promote extreme sports and

athletic spirit

Sports enthusiasts

NY1 Kristen Shaughnessy Our endorsers Alex Morgan and

Shaun White will give their

outlook on the importance of a

healthy diet and exercise.

Emphasis on CP’s donation to

university athletic departments

Millennials, local

NYC residents

ABC, CNS,

NBC, Fox

News

Talk show Interview with spokesperson such

as CEO, nutritional expert, etc.

Sports enthusiasts,

the general public

Newspaper New York

Times

Health reporter

Anahad O'Connor

The negative effects of energy

drinks on athletes and how

Crescent Pure is a better

alternative

Health conscious

individuals, sports

enthusiasts

New York

Post

Page six reporter David

K. Li

Alex Morgan and Shaun White’s

‘TED talks’ in universities across

NYC

Millennials, local

NYC residents

Wall Street

Journal

Business section

reporter Mike Esterl

The launch of a new sports drink

in the ever-growing beverage

industry. How will it survive?

Local NYC

residents, with a

particular interest in

business issues


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Washington

post

Health section reporter

Lenny Bernstein

How will CP help build a healthy

generation?

Millennials, health

conscious

individuals

USA

Today

Sports section reporter

Nina Mandell

Partnership with GoPro to

promote extreme sports and

athletic spirit. How will CP help

athletes?

Sports enthusiasts

Magazine

The New

Yorker

Reeves Wiedeman,

Contributing writer

CP’s donation to the athletic

departments of NYC universities

Millennials, local

NYC residents with

a particular interest

in education and/or

charity work

Radio

WNYC Jennifer Houlihan

Roussel, Senior

Director of Publicity

CP’s aim to help build a ‘healthier

generation’, and its donation to

the athletic departments of NYC

universities

Millennials, sports

enthusiasts, local

NYC residents

University-

owned radio

stations

Fordham University's

WFUV, NYU's

WNYU, Columbia

University's WKCR,

and Pace University’s

WPUP

Alex Morgan and Shaun White

visit universities to speak about

the importance of a healthy

lifestyle, with an emphasis on

CP’s donation to each school’s

athletic departments

University

students/millennials

in NYC

Social media will play a critical role in raising the awareness of Crescent Pure. Aside from traditional media,

consumers and our endorsers will be encouraged to spread the word by sharing their stories and/or pictures of

their Crescent Pure experience on Facebook, Twitter, Instagram and Snapchat with the hashtags

#MyCrescentPureStory and #TasteEnergy.


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EVALUATION

Evaluating the success of the campaign is important not only for Power PR Solutions, but also Crescent Pure.

We will therefore be preparing a report for the company outlining each accomplishment through the

assessment of figures both generally and before versus after the launch based on the following factors:

• Number of sales - before vs. after

• Media coverage, placements and feedback: pitch letters, news releases, social media - before vs. after

• Community outreach: students engagement in sports clubs and other activities/organized sport- before

vs. after

• Awareness of Crescent Pure as a brand and as a company that is locally engaged

• Change of attitudes towards sports drinks

• Customer satisfaction towards Crescent Pure via online surveys and Facebook polls

• Target audience distribution

• Social media followers and influence of endorsers - before vs. after

FUTURE CONSIDERATIONS

Satisfying the long-term success of Crescent Pure in the market, additional considerations for our client are as

follows:

• Partnership with Michelle Obama’s ‘Let’s Move!’ initiative

• Sponsorship of 2016 Olympics in Brazil

• Nationwide university initiative, including the distribution of Crescent Pure in vending machines

• Lululemon partnership targeting niche yoga community: free yoga classes organized in sponsorship by

Crescent Pure, education on healthy diet and exercise, etc

• Trial testing of products at local universities with school’s best athletes (before vs. after testing)

• Launch of additional flavors (with integrated public suggestions)


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APPENDIX

A)

C)

Strength Weakness

• Innovative Technology

-Camera with protective case, accessories, and production

software

• Quality and Versatility

-High quality product, water proof and shock proof

-Hands free media production with mountable camera

-Built-in WiFi

• Demand and Supply Chain

-High demand from content marketing and appeals to large

sports based audience

• Brand Name -

Initial Public Offering filed in third quarter of 2014

•Low Market Penetration

-Focused on sports, targets professionals, and current users only

• Expensive Sale Price

-High price point, $199 - $399

• Accessories – Extra Expenses

-Wearable mounts and harnesses

• Marketing Concentration

-Limited market, less active consumers and non-athletes are

excluded

• Single Lens Attached to a Camera

-Cannot switch lenses, limited to wide angle view only

B )


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Opportunities Threats

• New Services and Innovations

-Possible partnerships and new products entering the market

•Social Media

-Advertising brand promotion opportunities

•Emerging Markets and Growing Economy

-Travel and leisure

-Medical

-Security

-Safety

•Initial Public Offering

-Stock options and brand awareness for consumers will generate

revenue as well as new customers

• Maturing Markets

-Existing markets has been saturated

• Intense competition

-Competitive products have substantially lower price points

• Substitutable Electronics

-Cell Phones

-Digital SLR’s and compact digital cameras

-Other competing media recording devices and prototypes

• Economy

-Purchase of cheaper alternatives

• Government Regulations

-Legal ramifications on personal privacy

Source: https://jacobmgao.files.wordpress.com/2014/05/gopro-campaign-and-pitch.pdf

D )


2 1

E )

F )

Holistic doctor, scholar and best-selling

author, Hyman is most known for his whole-

foods, low-sugar approach to eating. He

published his latest diet book, The Blood Sugar

Solution 10-Day Detox Diet, in February 2014.

As a healthy eating activist, he also played a

large part in Fed Up, a controversial

documentary about childhood obesity and

the food industry. Hyman is also the founder

of the UltraWellnessCenter.

James R. Andrews, M.D

Andrews is one of the founding members of

Andrews Sports Medicine and Orthopaedic

Center in Birmingham, Alabama and co-

founder of the American Sports Medicine

Institute (ASMI), a non-profit dedicated to

injury prevention, education and research in

orthopaedic and sports medicine. He is

internationally known for his skills as an

orthopaedic surgeon as well as his scientific

research contributions in knee, shoulder and

elbow injury prevention and treatment. In

2013, he wrote a book, Any Given Monday,

about sports injuries and how to prevent them

for athletes, parents and coaches.

Mark Hyman, M.D


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R E F E R E N C E S

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