This presentation was prepared for my Promotional Strategy course. Our objective was to design a campaign for Hershey\'s that would put them into the consumer consideration set in the lead up to Halloween. This is just one in a series of four campaigns we were tasked with developing.

2. Rob Bates Consultant, Market Research Nicholas Parrish Director, Print and TV Media Eileen Cho Consultant, Social Media and Youth Outreach Prism Vanessa Lee Director, Creative Dept. Joanna Huang Director, Finance Dept. Jonathan Jacobs Senior Account Manager

4. Little Price Competition

5. Resistant to Economic Crisis

7. All-Ages

8. Unexplained Excitement

9. Familiarity

10. Sharing

12. A Tradition Too Good Not To Be Shared

13. Final Four

14. Sources of Business

15. June Cleaver

17. Supermom…in Heels

18. Opinion Leader

21. Aspire To Be June Cleaver

22. Work-Life Balance

24. Information Networks

27. Marketing Campaign Print Media How Do You Hershey? Point of Purchase A Tradition Too Good Not To Be Shared

28. Macro Message Hershey's as the Chocolate of the Community and an Irreplaceable Part of the Halloween Tradition.

29. Marketing Objectives Hershey’s is to Halloween as Turkey is to Thanksgiving Hershey’s isn’t Just a Candy, it’s a Community Hershey’s…Since 1894

34. How Do You Hershey? Utilizing Any of Four Selected Candies Contest Open for One Month Photo Entry with Story Advertise via: Social Media Newspaper Inserts Select One Winner for Each Candy

35. How Do You Hershey? Turn Stories Into a Thirty Second Commercial Contest Winners Film for Authenticity Stitch all Four Stories Together in Editing Community of Hershey’s

36. Point of Purchase Displays Can’t Compete on Price, but Placement Distributed to 1,000 Stores Nationwide Display will Feature a“How Do You Hershey?” Winning Story

37. Media Rollout

38. Media Rollout

40. Conclusion A Tradition Too Good Not To Be Shared June Cleaver and Lorelai Gilmore Marketing Campaign Print Media How Do You Hershey? Point of Purchase Displays Total Budget: $10,000,000.00

45. When Buying Seasonal Chocolate for Others, the Qualities that Most Influence My Decision Are:

46. I Plan to Buy Seasonal Chocolate for Halloween: