Proposal For:
The Situation
On-Target! Marketing is excited to partner with Cocktail Joe, a brand offering ready-to-go cocktails made with real juice and 12% ABV, to launch an innovative and impactful go-to-market strategy tailored to capture the college student market in Texas. With a focus on creating brand awareness, engaging Texas college students, and positioning Cocktail Joe as a fun, convenient, and high-quality choice for social occasions, this proposal outlines our approach to developing a creative and data-driven brand positioning.
Objective
The objective of this campaign is to:
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Develop a go-to-market strategy for Cocktail Joe targeting college students across Texas.
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Position Cocktail Joe as the go-to ready-to-go cocktail brand known for its quality, convenience, and fun lifestyle appeal.
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Build a unique brand presence that resonates with college students, driving awareness, trial, and loyalty.
Scope of Work
Brand Positioning Development
Objective:
Define a clear and differentiated brand positioning for Cocktail Joe that speaks directly to the lifestyle, preferences, and social dynamics of college students.
Deliverables:
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Position Cocktail Joe as a high-quality, fun, and convenient drink that fits seamlessly into the social scene of college life.
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Create brand messaging that highlights its real juice ingredients, convenient packaging, and 12% ABV, focusing on its unique appeal to the target audience.
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Develop a brand voice and tone that feels authentic and relatable to the college market.
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Marketing Budget for Investor Offering Memorandum
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Various Digital and Print Content to support investor acquisition
Creative Concept & Campaign Development
Objective:
Create a visually compelling and memorable campaign that resonates with the college student market across Texas.
Deliverables:
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Develop creative assets (taglines, digital ads, social media content, video) that appeal to the college demographic.
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Conceptualize a Texas-centric campaign with messaging that taps into local college culture, humor, and trends.
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Create engaging social media content and experiences to build brand affinity, such as student ambassadors, memes, and user-generated content campaigns.
Digital Marketing & Social Media Strategy
Objective:
Leverage digital platforms to build awareness, drive engagement, and convert college students into loyal customers.
Deliverables:
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Build a robust social media strategy focusing on Instagram, TikTok, and Snapchat, the platforms where college students are most active.
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Develop a paid digital media strategy, including social media ads, Google Ads, and retargeting, to increase visibility and drive sales.
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Engage influencers and micro-influencers to create organic content that authentically showcases Cocktail Joe in social situations.
Initial Engagement
Given the early stage of the Cocktail Joe brand and the nature of this assignment, we recommend an initial three-month Strategy and Creative Development retainer that allows time to develop the overall strategy, creative positioning, and an ample collection of creative executions to feature within the Investor Offering Memorandum to encourage adequate funding for the Marketing Plan. At the end of month two both parties will assess the timing and viability of initiating the Marketing Plan and find an appropriate ongoing relationship.
Initial Tactical Items Needed
- Strategic Planning & Consultation
- Creative Development
- Marketing Budget Development
- Investor Offering Memorandum Content
Service Disciplines Available
- Strategy & Consultation
- Creative: Graphic Design, Copywriting, etc.
- Web Development, Programming & Design
- Social Media Management
- Digital Marketing
- Traditional Advertising
- Search Engine Optimization
- Content Marketing
- Video Production
- Event Marketing
- Influencer Marketing
- Data Analytics
Strategy
The go-to-market strategy for Cocktail Joe focuses on positioning the brand as the ultimate ready-to-go cocktail for college students across Texas, offering a perfect blend of convenience, fun, and quality. By tapping into the college social scene, Cocktail Joe will be introduced as a must-have drink for parties, tailgates, and spontaneous gatherings. The strategy includes a multi-channel approach, combining digital marketing on high-traffic platforms like Instagram, TikTok, and Snapchat, influencer collaborations to build authenticity, and experiential marketing through on-campus activations and event sponsorships. Retail partnerships near major Texas universities will ensure easy accessibility while engaging content and student ambassador programs will create organic buzz. The messaging will emphasize Cocktail Joe’s unique appeal—real juice, a refreshing taste, and a 12% ABV, making it a standout in the ready-to-drink category.
Strategy
The go-to-market strategy for Cocktail Joe focuses on positioning the brand as the ultimate ready-to-go cocktail for college students across Texas, offering a perfect blend of convenience, fun, and quality. By tapping into the college social scene, Cocktail Joe will be introduced as a must-have drink for parties, tailgates, and spontaneous gatherings. The strategy includes a multi-channel approach, combining digital marketing on high-traffic platforms like Instagram, TikTok, and Snapchat, influencer collaborations to build authenticity, and experiential marketing through on-campus activations and event sponsorships. Retail partnerships near major Texas universities will ensure easy accessibility while engaging content and student ambassador programs will create organic buzz. The messaging will emphasize Cocktail Joe’s unique appeal—real juice, a refreshing taste, and a 12% ABV, making it a standout in the ready-to-drink category.
Creative Development
The creative development process for Cocktail Joe begins with in-depth research to understand the lifestyle, preferences, and social dynamics of college students across Texas. From there, we’ll craft a unique brand identity that resonates with this demographic, focusing on Cocktail Joe’s core attributes—fun, convenience, and quality. We will also create a memorable brand voice and tone, infused with humor and authenticity, to engage students on social media platforms like Instagram and TikTok. The creative concepts will be brought to life through a mix of digital ads, influencer content, and user-generated campaigns that encourage students to share their experiences.
Our goal is to create a campaign theme that feels organic to the college lifestyle, driving both awareness and a sense of community around the brand. Through collaborative brainstorming and iterative design, the creative process will ensure Cocktail Joe is positioned as a fun, relatable, and must-have product in the student market.
Creative Development
The creative development process for Cocktail Joe begins with in-depth research to understand the lifestyle, preferences, and social dynamics of college students across Texas. From there, we’ll craft a unique brand identity that resonates with this demographic, focusing on Cocktail Joe’s core attributes—fun, convenience, and quality. We will also create a memorable brand voice and tone, infused with humor and authenticity, to engage students on social media platforms like Instagram and TikTok. The creative concepts will be brought to life through a mix of digital ads, influencer content, and user-generated campaigns that encourage students to share their experiences.
Our goal is to create a campaign theme that feels organic to the college lifestyle, driving both awareness and a sense of community around the brand. Through collaborative brainstorming and iterative design, the creative process will ensure Cocktail Joe is positioned as a fun, relatable, and must-have product in the student market.
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