NSAC 2017 Tai Pei Planbook

EXECUTIVE SUMMARY SITUATION ANALYSIS PRIMARY RESEARCH STRATEGY CREATIVE MEDIA BUDGET CAMPAIGN EVALUATION 1
TEAM 788
NSACNATIONAL STUDENT
ADVERTISING
COMPETITION

2
03 EXECUTIVE SUMMARY
04 SITUATION ANALYSIS
07 PRIMARY RESEARCH
10 STRATEGY
11 CREATIVE
13 MEDIA
21 BUDGET
23 CAMPAIGN EVALUATION
24 SOURCES

Ajinomoto Windsor challenged us to develop a fully integrated marketing and retail
campaign for Tai Pei’s 2018 fiscal year. Our task is to help make the Tai Pei brand and
products relevant to 18- to-25-year-old millennial consumers.
Our research showed these younger millennials are a spot-on target for the frozen Asian
meal category. They are constantly on the hunt for food and flavor variety, and Tai Pei’s
16 unique entrée offerings give them a multitude of options to explore. We also learned
18- to 25-year-olds…
• settle for mundane pantry picks due to lack of time and money.
• are more likely to purchase from brands that are authentic, relatable and allow them
to express their individuality.
• want meal choices that are dependable and provide them a sense of ownership over
their food craving.
After getting to know our target demographic, we made it our campaign mission to
introduce them to hassle-free cooking that won’t rob them of flavor or meal quality.
We’re proving to consumers that they can satisfy their palates and stomachs with just a
press of a microwave.
THE CHALLENGE
3EXECUTIVE SUMMARY SITUATION ANALYSIS PRIMARY RESEARCH STRATEGY CREATIVE MEDIA BUDGET CAMPAIGN EVALUATION

EXECUTIVE SUMMARY SITUATION ANALYSIS PRIMARY RESEARCH STRATEGY CREATIVE MEDIA BUDGET CAMPAIGN EVALUATION4
INTRODUCTION
We set out to discover through primary and
secondary research how to help Tai Pei become
more relevant to the millennial consumer.
We kicked off our campaign with secondary
research using the sources Mintel, Factivia, MOJO
Ad and State of the YAYA. We performed brand
audits for both Tai Pei and its competitors and
then began conducting our own primary research.
This process included in-depth interviews and a
quantitative research survey of 18- to 25-year-
olds that gave us a look at their shopping and
eating habits.
SITUATION
ANALYSIS

BRAND
Sweet & Sour Chicken made a name for itself within the residential
Chinatowns of the United States. For Tai Pei, it made its debut in 1996 as
the brand’s first single-serve frozen entrée.1
Tai Pei aimed to give people an authentic Chinese takeout experience in
the comfort of their own home, which inspired the making of its iconic
takeout-style box. Since its start, Tai Pei has grown from a small brand
preparing simple entrées to a national grocer and mass merchandiser
making 16 single-serve frozen Asian entrées and various appetizers.1
Now,
the brand is owned by Ajinomoto Windsor Inc., which holds 47 percent of
the Asian frozen food market in North America.9
With noodles, fried rice and other Asian cuisine, Tai Pei has made its place
in homes as an affordable and flavorful mealtime treat. Its single-serve
portions continue to stand out with their clean ingredients and quick
microwave process.
In grocery stores across the country, Tai Pei has wrapped up restaurant
quality meals that deliver “good fortune in every box.” Moving forward,
Tai Pei’s 2018 campaign will give younger millennials the authentic brand
experience they’re searching for with the flavor profile and convenience
they need.
CATEGORY
Tai Pei falls into the prepared meals category: frozen or refrigerated
entrées that are pre-cooked and have a short cook time.10
Sales of
prepared meals increased in 2015 by 1 percent but weren’t as high as their
peak in 2010. As of now, sales remain weak but are headed in a positive
direction.19
A major force still driving people to pack their freezers is the desire
for convenience and natural additives.10
In order for the frozen food
category to continue growing, brands have to speak to busy bodies and
up the quality of ingredients used in their food. Cutting out preservatives
and hitting on savory, nutritious options is key.
CONSUMER
Our target consumer is young millennials age 18 to 25. They are motivated
by convenience when buying a frozen meal, but they still want products
that are natural and transparent about nutritional value. They make small
but frequent trips to the grocery store and look for whole-food options.14
Millennials strive to be authentic and open, and they want the brands they
purchase to share these values. In order to gain their trust, it is crucial
for brands to not pretend to be something they are not. Even if the food
is already prepared, millennials still want to be able to share their meal
experience with others – whether that be through social media or
in person.
In addition, our target seeks variety in their food choices because it allows
them to escape from their daily routine. Plus, they are drawn to buying
frozen food that has an ethnic flare.14
The hardest part when combining
these factors is that our target’s budget does not match up with the kind
of quality they are looking for.
Tai Pei has two main types of competitors in the frozen food industry: brands
that produce ethnic or Asian cuisine and brands that produce healthier
frozen food options.
1) Asian
• P.F. Chang’s is highly regarded by those in search of bold, ethnic
flavors because the brand’s frozen food is supported by its restaurant’s
reputation.
• Kahiki meals have all-natural ingredients and strong roots to
Asian cuisine.
2) Healthy
• Lean Cuisine offers low-calorie meals influenced from Asian, Italian,
American, Mexican and Mediterranean dishes and is leading the Asian
single-serve entrées category.
• Healthy Choice specializes in health-conscious meals that typically pair
vegetables and meat and are easy to prepare.
• Smart Ones is a product of Weight Watchers and offers an array of
healthy meals for breakfast, lunch and dinner.
COMPETITORS

6
STRENGTHS
OPPORTUNITIES THREATS
WEAKNESSES
Wholesome, ethnic flavors: Our consumers
place Asian as number two on their frozen
food preference list, and Tai Pei offers an
array of Asian-inspired frozen meals that
come in both entrées and appetizers.5
Dependable: Tai Pei entrées cost under $3
and are easily stored in freezers. They are a
cost-effective, readily available way to have
a filling meal.
Quality: Natural, clean and preservative-
free, Tai Pei doesn’t cut corners with real
ingredients in order to offer its low cost.5
Variety: Millennials crave a variety of
cuisines and flavors. Tai Pei can help the
consumer quench the need for variety with
its different flavor options.20
Accessibility: Many consumers who enjoy
Asian food are uncomfortable or unwilling
to make it from scratch at home. Tai Pei has
the opportunity to give them the cuisine they
want without the intimidation or hassle of
cooking it.5
Busy lifestyle: Tai Pei fits in any cram-packed
schedule because consumers can count on it
being in their freezer and finished cooking in
five minutes or less.
Customizable meals: The target likes adding
ingredients that make them feel their meal is
more unique, and frozen meals are already
fully prepared to prevent extra steps.18
High health-consciousness: Many millennials
care about the ingredients that go into their
food. With Tai Pei’s updated ingredients, this
threat is less severe.
Brand recognition: Millennial consumers
aren’t familiar with Tai Pei, and most say
they haven’t purchased the brand’s
products before.
Social media: Tai Pei’s Facebook following is
significantly high, but it has a low following
on Twitter and Pinterest. With no Instagram
in the mix, Tai Pei is missing most of its target
demographic.
Content: Tai Pei’s website and marketing
channels could use more engaging and
relevant content.
6 EXECUTIVE SUMMARY SITUATION ANALYSIS PRIMARY RESEARCH STRATEGY CREATIVE MEDIA BUDGET CAMPAIGN EVALUATION

QUANTITATIVE METHODOLOGY
To understand how our target thinks, we conducted an
online survey using Qualtrics Survey Software and uncovered
their frozen meal do’s and don’ts. We distributed the survey
nationally using social media platforms.
• 1,096 survey respondents
• Age 18 to 25
• Respondents were 80% female and 20% male
• 16 in-depth interviews (8 male, 8 female)
QUALITATIVE METHODOLOGY
Our main goal for qualitative research was to determine how
and where Tai Pei could fit into our target’s life. Taking action,
we used the national survey to find participants willing to be a
part of in-depth interviews. We were then able to uncover our
target’s motivations, perceptions and trends within the frozen
meal category and in their daily eating habits.
PRIMARY
RESEARCH
1,096 SURVEY RESPONDENTS
AGES 18 TO 25
16 IN-DEPTH INTERVIEWS

APPETITE FOR FLAVOR
Millennials are used to foods that pack a full punch
of flavor and place a lot of weight on bold taste.
They often settle on bland food due to timing and
budget, but they wish they didn’t have to. Tai Pei
gives them a chance to explore a variety of flavors
with minimal time and financial consequences.
“There’s so many unique flavors to try out there.
I just want to make sure I’m giving myself a
chance to taste something different. If it were
possible, I would eat out at a different restaurant
every day to satisfy my hankerings. Time and
money don’t flow that way for me right now, but
I’malwayskeepingupthesearchforafulfillingand
tasteful meal.”
SHOULDER TO LEAN ON
Our target crams their days with coffee-
fueled essays. When they are hungry, they need
satisfaction fast. Keeping busy is admirable to
them, so suggesting options that will interfere
with their on-the-go lifestyle won’t do. Frozen
prepared meals are a perfect go-to because
this group can always count on their meal being
exactly where they left it: in the freezer.
“My free time is so short throughout the week.
I savor any open moments I get to catch up
on mealtime, but it ends up stressing me out
because I never know what to eat. I’m tired of
pulling together a sloppy sandwich, and I don’t
have time to cook up anything better. What
I really need is a meal I can rely on to be quick
and readily available.”
WORTHY OF GOOD FOOD
Younger millennials are in a transitional phase in
their lives, and the lack of money in their wallets
shows it. They work low-paying jobs, take
expensive classes and are still trying to figure
themselves out. Our survey shows 70 percent
buy frozen food because of its low cost, and
65 percent would purchase more if it were less
processed. This group doesn’t have much in the
bank, but they’re not ready to sacrifice quality of
ingredients to make up for it.
“I may not have a lot of money, but my taste
buds would assume otherwise. When I go to the
grocery store, I look for food that’s wholesome,
nutritious and won’t hurt my checking account.
Turns out it’s not easy finding quality food at
a low cost. Regardless, spotting that all-in-one
deal is always a priority.”
1 2 3

9
Our campaign hones in on millennials ages 18 to 25 who are con-
stantly busy and in need of a fast meal fix. They are on the look-
out for food that adds some spice to their hectic day but can be
prepared quickly. Due to this unique life stage and need, we have
dubbed our consumer the Two-Step Chef.
CONSUMER PROFILE
MEET ANDREW,
A TWO-STEP CHEF
Andrew is in his final year of college, and you can bet he is counting
the days until a diploma sets him free. After all, he is doing everything
he can to prepare for the future he has worked hard toward. Between
a full course load, a part-time job and volunteering at the school’s vet
hospital, Andrew’s friends really don’t get how he keeps it all together.
He’s overworked and under-slept, which is why even his smallest
breaks from work are something to look forward to.
When it comes to mealtime, he wishes he were that person who had
time to prepare a lavish dish full of spices and garnish. Instead he
finds himself mentally tallying the day’s workload as he wolfs down
yet another Pop Tart while traveling from class to work. Later, if he’s
in a culinary kind of mood, he may even whip up his specialty: a mi-
crowave cheese quesadilla.
Ultimately, Andrew is looking for a dish that gives him the delectable,
authentic flavors he craves, minus the prep work and cook time that
go along with it. All he wants to do is open the freezer and hit
a few buttons on the microwave. His reward? A flavorful and ful-
filling sensation that gives him the energy he needs to carry on with
the day.

EXECUTIVE SUMMARY SITUATION ANALYSIS PRIMARY RESEARCH STRATEGY CREATIVE MEDIA BUDGET CAMPAIGN EVALUATION
“Once I get home from a long day filled with never-
ending tasks, the last thing I want to do is prepare a home-
cooked meal. I open the fridge multiple times just waiting for
something other than a jar of half-eaten pickles to suddenly
appear, but the voice inside my head laughs and tells me to
get realistic. To no surprise, I usually end up eating a make-
shift quesadilla crafted from pantry leftovers. I want food that
really hits the spot, and I wish I had the time and money to choose
different flavored meals every night. Unfortunately, I can’t just
snap my fingers like they do in Tasty videos and have all the
ingredients finely chopped and measured out.”
STRATEGY
Tai Pei is answering young millennials’ deepest inner cravings by
giving them distinct flavor they can depend on to be quick, low-cost
and fully prepared.
Our big idea is driven by the Voice of the Crave, the personification of
our consumer’s inner cravings. This sarcastic and humorous voice will be
implemented in our tactics.
THE MESSAGE
MESSAGE IN ACTION
• This campaign highlights Tai Pei’s niche place in the frozen prepared
food category as one of the few brands selling Asian-style cuisine with
a multitude of flavors.
• The message reaches our schedule-packed consumer in cities and on
college campuses and proves efficiency doesn’t replace fulfillment.
• It places Tai Pei closer to our target consumers’ consideration set by raising
overall brand awareness.
• It has measurable outcomes and gives insight to direct future campaigns.
• The campaign shows our target they can depend on budget-friendly frozen
meals when they need it most.
BIG IDEA INSIGHT THE VOICE OF THE CRAVE

We dare you to try to grab a bite to eat with any Two-Step Chef. They’ll spit out
an exhausting list of the tasks they have to complete before they can meet up
with you on their 17-minute break.
They’re always on the move and only home for short periods of time, which puts
meal prep on the back burner. Because Two-Step Chefs grew up on big flavor,
they’re not ready to settle now just because they’re busy….and broke.
The reality is they find themselves slapping together a PB&J to save time and
stress as they bounce from one activity to the next, but they’re tired of settling for
quick but tasteless food. And that’s where Tai Pei comes in. With 16 savory and
ethnic entrées to choose from, Tai Pei doesn’t require a culinary degree or a wallet
full of money to pack zest into mealtime.
Two-Step Chefs need a fast, low-cost way to satisfy their craving for real flavor.
Tai Pei speaks to the little voice in their head that isn’t satisfied with a bland dinner
or hours of prep. With Tai Pei in the freezer, Two-Step Chefs can look forward to
a meal break because they know they can always…
BIG IDEA
count on the crave

12 EXECUTIVE SUMMARY SITUATION ANALYSIS PRIMARY RESEARCH STRATEGY CREATIVE MEDIA BUDGET CAMPAIGN EVALUATION
12

13
TACTIC STRATEGY
Younger millennials cannot be reached in all of the same ways
as older age groups when viewing media. They pay attention
to advertising that is out-of-the-ordinary and provides an
experience. Our campaign tactics have been chosen due to their
ability to reach our target and can be measured accordingly. Our
message selection is grounded in research to ensure campaign
success.
We have included one out-of-home tactic, one experiential tactic,
two in-store activations, three social tactics and one traditional
commercial displayed on digital media:
• Out-of-home tactic conveys Tai Pei’s authenticity and utility
by meeting our target where they are.
• Experiential tactic provides a fun and memorable way to
increase brand awareness and have consumers test Tai Pai.
• In-store activations increase current and future purchases of
Tai Pei by reaching consumers in aisle and at point of sale.
• Social tactics incorporate Two-Step Chefs’ desire to share
with friends their unique personalities, thoughts and lifestyles.
• A traditional commercial on digital media reaches them
with highly visual, engaging content on channels they use
significantly more than TV.

IN-STORE ACTIVATION
KIOSK + FLOOR DECALS
Two-Step Chefs are frequently searching for that next convenient, flavorful
meal. To simplify their search in the chaos of the freezer aisle, we’re placing
an interactive kiosk that lets them discover what they’re craving and floor
decals that lead them directly to it. The Voice of the Crave will shout
things like, “C’mon, we’re starving! it’s time to move on from frozen cheesy
potatoes. Let me help you find your crave!” to capture people’s attention
as they pass by.
At the kiosk, the screen greets them with a question: “Are we craving
something zesty, spicy or tangy?” The answer they choose will lead them
through a chain of related questions that ultimately tells them what Tai
Pei frozen entrée they’re craving. Here, the user can click “Get the meal
+ a treat” to retrieve a fortune cookie that has a code to text for a digital
coupon of the resulting entrée.
RATIONALE
Two-Step Chefs are no strangers to last second decision-making. Any
exposure to Tai Pei entrées is a nudge toward the right decision. Plus,
millennials are twice as likely as other age groups to say they are willing
to shop at a grocery store that provides an experience.20
Eighty percent
identify as value seekers, and the kiosk lets them earn value by rewarding
them for interacting with the brand. We’re keeping Tai Pei in its current spot
in the freezer aisle so when the kiosk is gone, they’ve already formed the
habit of heading to its designated section.
IMPRESSIONS
3,947 impressions per store per month8b

MINI FREEZERS
Two-Step Chefs have a short attention span. From the time they enter the
checkout line to the time they swipe their credit card, they’ve checked all their
friend’s Snapchat stories. Twice. To switch it up, we’re placing a small freezer
that embodies the look and shape of Tai Pei’s new microwave containers at the
entrance of the checkout lane and stocking it with Tai Pei entrées. Our target
needs something that reaches past the monotony of assorted gum to capture
their attention, and a Tai Pei freezer does exactly that.
RATIONALE
Young millennials require a reason to pay attention to their surroundings, and
an out-of-the-ordinary Tai Pei freezer will stand out in the checkout lane. Also,
Two-Step Chefs are highly likely to make impulse decisions at the point of sale;
75 percent say they usually buy products that aren’t on their grocery list.20
This
freezer is important for younger millennials because they place importance on
familiar brands, and the tactic increases Tai Pei’s overall brand awareness.
IMPRESSIONS
3,947 impressions per store per month8b
SIDEWALK
MANHOLE COVERS
OUT OF HOME
On urban sidewalks near grocery stores, Two-Step Chefs will
come face-to-box with large Tai Pei packages on top of manhole
covers that release steam. The giant steaming container will
capture people’s attention, instill a craving for Tai Pei and spark
the search for its entrées.
RATIONALE
Two-Step Chefs are most open to meal suggestions during their
commute home. Sidewalk Tai Pei packages are a reminder that a
hot meal is easily accessible at grocery stores nearby and doesn’t
require a lot of effort to make after a busy day.
BUDGET AND IMPRESSIONS
$672,000 and 265,517,280 impressions18a

SOCIAL
BUZZFEED
PERSONALITY QUIZ
Our target has spent countless nights avoiding
homework assignments by exploring Buzzfeed
personality quizzes. It is super important they figure
out what kind of garlic bread they are or what
celebrity they will inevitably date. Not because the
answers really mean anything, but because it makes
them feel like their personalities are as unique as
the options they choose. We want to cash in on this
popularity by poking a little fun at the concept, all
while revealing to Two-Step Chefs their resulting
Tai Pei crave.
RATIONALE
Our target prefers advertising that’s relatable, and
they enjoy being treated as an individual. Buzzfeed
quiz answers reveal an aspect of the quiz taker’s
personality in a light-hearted, ridiculous way, all while
showing them a correlating Tai Pei flavor. This forces
Two-Step Chefs to think about themselves in relation
to the brand. Overall, the quiz has potential to leave
a positive impression in the minds of consumers by
making them laugh and being a fun diversion.
$100,000 for 4 quizzes on Buzzfeed23
50 million impressions per quiz3b
Take the
Quiz!
http://bzfd.it/2nhuMaF

17
SPONSORED PARODY
TASTY VIDEOS
Tasty, owned by Buzzfeed, creates shareable videos that
range from 30 seconds to two minutes, and they are all over
our target’s social feeds. The videos are fun to watch and are
an easy way for Two-Step Chefs to learn how to cook up a
wholesome meal. The problem? These meals aren’t easy to
execute – and they take time. This parody will give Two-Step
Chefs a taste of reality. Sure, making a meal from scratch
sounds like a good idea, but after 10 long, agonizing steps
and a sink full of dishes…not so much. With this tactic, we will
place the Tasty parody video on Tai Pei owned channels as
well as sponsored ads on Facebook, Instagram and Snapchat
to build brand awareness and gain more impressions.
RATIONALE
The parody Tasty video is another tactic that pokes fun at
millennial food culture. Two-Step Chefs don’t have the time
or money to try out a lot of Tasty’s complicated recipes, and
our video embodies how Tai Pei is the accessible way for
them to get the flavor and variety they crave. It also serves
as a way for millennials to express themselves since they’re
fiercely individualistic and like shareable content.
The sponsored tasty parody will appear on three of the
most popular social platforms our target uses. We found
58 percent of millennials report they have learned about a
new product from an advertisement. Seventy-one percent of
millennials report accessing social media daily, making it an
ideal placement for ads and campaign posts. We also know
Instagram is relevant because 60 percent of its users are
between the ages of 18 to 29. Snapchat reaches 41 percent of
all 18- to 24-year-olds.26
Instagram: $130,000
10 million Impressions3
Facebook: $400,000
10.4 million impressions11
Snapchat: $40,00016
2 million impressions21a
Check
it out!
http://bit.ly/2nFg8e5

HULU AND YOUTUBE COMMERCIAL
For Two-Step Chefs, there’s nothing quite as heart-
wrenching as an empty fridge. When cheese puffs and
oatmeal just don’t cut it anymore, they need a savior. We
are showing them that when they need some real food,
Tai Pei has their back. The commercial follows the plight
of a Two-Step Chef fed up with his mealtime routine.
Then he finds in his freezer the random Tai Pei purchase
he made last week. Once he swipes a taste, there’s no
going back.
RATIONALE
While traditional television ads are a dying tactic for
millennials, video ads are still effective in reaching this
audience when placed strategically through sites like
Hulu and YouTube. As cable TV audiences shrink,
viewership for Hulu has been increasing. More than
a quarter of 18- to 44-year-olds in February 2017 said
they watched Hulu the past week. Two-Step Chefs can
be found on Hulu binge-watching popular shows and on
YouTube browsing viral videos, making these channels
an ideal place for placing video ads. With research
showing that young men age 18 to 25 are more likely
to make a purchase after viewing a commercial, these
online advertisements are more effective than TV ads at
targeting a younger, niche audience..
Hulu: $350,000 for 10million impressions24
YouTube: $2,000,000 for 10 million impressions3
TRADITIONAL
take a
look!
http://bit.ly/2nfj4gx

EXPERIENTIAL
Two-Step Chefs are constantly running from one
obligation to the next. Naturally, a free on-the-go
meal is an opportunity they’ll never pass up. So
we’re bringing free food to them. We’re parking
a Tai Pei food truck in big cities with college
campuses to let Two-Step Chefs connect with
the brand and test out its entrées.
FOOD TRUCK
Here’s how it will roll out:
• Food truck parks near a busy campus hub at 8 a.m., almost entirely
disguised by roll-down shades attached to the truck. An opening
displays the food truck’s screen that says, “See what’s inside at noon.
#WhatsInTheTruck.”
• Lower half of the screen unveils a live feed of tweets from students’
guesses to #WhatsInTheTruck.
• The shades roll up at noon and reveal the Tai Pei food truck. The side
opposite of the screen has an opening for people to walk up and order
a Tai Pei entrée.
• Screen continues to show live tweets with the updated call to action, “I
found #WhatsInTheTruck,” to make the event an interactive experience.
Tweets show reactions to Tai Pei products and the Voice of the Crave.
• Rep stands outside food truck handing out fortune cookies with fortunes
inside providing a number to text for a Tai Pei coupon.
• A Tai Pei rep is hidden inside the truck with a microphone starting at
8 a.m. and acts as the Voice of the Crave speaking directly to people
passing by.

During the event, the screen will continue to show
live tweets with the updated call to action “I found
#WhatsInTheTruck” to make the event an interactive
experience.
RATIONALE
Research shows 18- to 24-year-olds visit food trucks
more than any other age group, and this tactic pokes
fun at the trending obsession. It suits their on-the-go
lifestyle by parking itself in the middle of their path
and provides them a meal to satisfy their hankerings.
The menu filled with Tai Pei’s entrées increases
brand recognition among Two-Step Chefs and lets
them learn about the brand’s ingredients and fast
cook time. The hashtag allows Tai Pei to track brand
engagement, and the live Twitter feed keeps our
target interacting with the brand. The fortune cookies
give busier consumers a chance to score a free snack
and interact via coupon at a more convenient time,
since 70 percent of grocery shoppers use technology
while shopping mostly for food and drink.3A
Five trucks: $2,059,00028
1.8 million impressions8a

TOTAL: $15 MILLION
This pie chart represents the $15 million budget given to us by the client. To achieve the $10 million budget option, we would subtract $5 million from the in-store
activation budget. We are focusing $8.2 million of our budget to in-store activations because we believe that impressions closer to the point of sale will be the
most valuable for Tai Pei to drive sales. In addition, we have found in secondary and primary research that our target is highly likely to make impulse purchases in
the store. We believe this will result in a more ROI than other tactics.
BUDGET

TIMELINE

The Count on the Crave campaign accomplishes the outlined challenges.
Specifically, it creates awareness of the Tai Pei brand among younger millennials,
generates trial of Tai Pei entrees with this age group, creates brand loyalty
through experiential events and social media engagement, and ultimately
forms loyal brand users which will spur sales. The campaign will position Tai Pei
as the fast and cost-effective way for millennials to satisfy their craving for bold
flavor.
In-store kiosk brand engagement shows us how many new Two-Step Chefs
put Tai Pei in their consideration set. Coupons from the food truck and in-store
activations also will be tracked after consumers use them to purchase Tai Pei.
We will measure increase in social awareness by analyzing volume, reach and
exposure. Tai Pei will oversee user data for Instagram, Facebook and Twitter on
Tableau, a data visualization and tracking tool. The platform lays out types of
users and their impressions, and it shows social post and campaign performance.
Tai Pei also will set up an account with Facebook’s ad manager to post paid
social ads on Instagram and Facebook and later track interactions in Tableau. We
will track engagement on social platforms by analyzing the number of retweets,
comments, replies and impressions. We will analyze share of voice by looking
at Tai Pei volume relative to competitors in the frozen food category. We will
measure overall increased awareness by sending out a pre- and post-campaign
simple random survey that screens out respondents over the age of 25. We want
to increase awareness in the 18- to 25-year-olds by 20 to 30 percent.
Continued social media engagement leads to increased brand loyalty, awareness
and future sales by establishing brand advocates for Tai Pei. Advocates push
sales for millennials because they are more influenced by word-of-mouth than
older age groups. It is crucial for Tai Pei to track ongoing tactic engagement
and data to become apart of Two-Step Chefs’ consideration set and be seen as
trustworthy and valuable.

SOURCES
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aspx
2 . Advertising on Instagram | Instagram
Business. (n.d.). Retrieved March 18, 2017, from
https://business.instagram.com/advertising
3. Allger, J. (2015, July 15). How Much Do Ads on
YouTube Cost? Retrieved March 18, 2017, from
http://www.pennapowers.com/how-much-do-
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31. Quantitative survey results from team 788
32. Qualitative survey results from team 788
24

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