1. RAISE ENERGY DRINK
MANDY THELE - Account Manager
RYAN DUNN - Media Planner
RENEE HILL - Media Buyer
BRITTNEY MADDALENA - Digital Manager
CHRIS CHEW - Creative Manager

2. Raise Energy Drink
PepsiCo's Newest Energy Drink
Product Launch Period: March-September 2014
 Pilot Market: Lansing
Target Market: “active” males and females ages
18-25

3. Situation Analysis
Clutter
Frequency

4. Goals
Increase Awareness/Market Share
Increase Sales

5. Survey
Questions Regarding Media Consumption
64 Respondents Within Target Market

6. Survey

7. Survey

8. Survey

9. Survey

10. Secondary Research
Trusted Source
Males & Females 18-25
Spend 15+ Hours/Week

11. Billboards & Posters
2 Billboards (Highway)
$2,300/Month
2 Billboards (Intersections)
 $2,300/Month
2 Posters (Intersections)
$1,500/Each/Month
Total = $85,400 for 7 Months

12. Radio
Tier 1 (Hit Music)
Evening: $35/60 Sec.
Weekend: $35/60 Sec.
Tier 3 (Sports)
Evening: $5/60 Sec.
Weekend: $15/60 Sec.
Total = $26,475 for 7 Months

13. TV
Tier 1 (ESPN)
Primetime: $750/30 Sec.
Tier 2 (MTV, FSD)
Primetime: $750/30 Sec.
 Total = $51,600 for 7 Months

14. Promotions & Sponsorships
Street Teams
Sampling
Michigan State Athletic Events
Cause Marketing: (Marathons, 5k’s, Etc.)
 Total = $48,000 for 7 Months

15. Digital Media
Google AdWords (SEM): $5,000/Month
Google Keywords: Raise Energy, Energy, Energy
Drink, Raise Drink, Workout, Sports, Sports
Drink, PepsiCo, 5 Hour Energy, Worx, Red
Bull, AMP, Vitamin Water, Gatorade, Full
Throttle, Monster
Total = $35,000 for 7 Months

16. Facebook & Twitter
Free Word-Of-Mouth
Spread Awareness
700 Billion Minutes Spent on Facebook Per Month
Twitter: Customer Engagement: 500 Million Users

17. Schedule: Pulsing

18. Creative Message
 Objective:
 Get People To Try Raise
 Repeat Purchases
 Target Audience:
 Active/Healthy
 Male/Female 18-25
 Tone:
 Uplifting
 Motivational

19. Summary
7 Month Launch Period Conclusion:
 Establish the Brand
 Increase Market Share
 Continue to Boost Sales