Objectives & Marketing Strategy

Create brand awareness and drive foot traffic to retail locations stocking Avelina Selecta & Instant Oatmeal, while building an engaged and highly active social media community of brand enthusiasts.

Marketing Strategy:

Get the word out to moms & young professionals on their smart phones! In one sentence, that’s the strategy. We suggest segmenting the audience into two categories. First, target active millennials leading a healthy lifestyle both with and without kids at home for the Selecta product line. Second, target young professionals and college students for the instant oatmeal products.

For both groups, targeting females / moms is important. We plan to show her how fast and easy making a tasty, healthy, breakfast can be. Make it easy for her to find a store nearby that carries the products, and make it easy for her to tell her friends. A digital strategy accomplishes all three of these objectives.

Video is the best way to tell this story. Using two videos, one for each audience will ensure relevancy. To keep costs down, we suggest engaging one spokesperson / influencer to present the products, and using stock footage of active lifestyle related activities for group A, and college / young professional stock footage for group B. Both videos share the same spokesperson to tie the brands together.

Using social media platforms to run video ads it is possible to target 20 – 35 year old female consumers who live within three (3-5) miles of a store location that carries Avelina products in Florida, Texas and the northeast. Once they click on the ad, they are taken to a landing page for that specific product line – not the existing Avelina products page which is too general. On that page is the video, a bit more info about the product, lifestyle images the target can relate to, and a store finder interface.

Once on the landing page the main goal is for the consumer to engage with the store finder. However, a secondary objective is offering a coupon they can download without having to give us their email address. We want to make it easy for them, and for them to share it with their friends. Since consumers will likely be on their mobile devices (since they came from social media), it is critical to make the page appealing to mobile users.

In addition, a content marketing strategy will nurture social media followers with a daily social media posts on Facebook and Instagram that focus on the health benefits, active lifestyle activities for the Selecta line, and messaging focused on convenience and taste for the Instant line.

Green Dot will carefully track and analyze the results of each campaign, chart which approaches result in store finder interactions and email sign ups. We can report monthly on community growth, feedback, and audience engagement as well as the progression or online ratings and product reviews.