Ben and Jerry’s Greekin’ Good Greek Frozen Yogurt Targets Sorority Women

Ben & Jerry's

Ben and Jerry’s opened in the 1970’s. The first store was in a renovated gas station located in Burlington, Vermont. Ben and Jerry, the owners of Ben and Jerry’s, had very little experience with ice cream. Upon the opening in the 1970’s their only experience consisted of an ice cream-making course from Penn State University.

In the 1980’s they rented a new space on South Champlain Street in Burlington. They changed their packaging to pints so they could deliver ice cream to the small stores along the delivery route. The deliveries were made out of Ben’s VW Square back wagon he owned at the time. Ben and Jerry’s gained momentum and opened a new shop in Shelburne Vermont in 1981 and also built a new shop in Burlington.

In 1985 Ben and Jerry’s Foundation was established. The company announced they would gift 7.5% of the company’s profits (pre-tax) to fund projects within the community. In 1988, Ben and Jerry were named the “U.S. Small Business Persons of the Year” by President Reagan.

The 1990’s the momentum they had continued. The Pint-Sized legend was born; they started the Children’s Defense Fund, and expanded to the United Kingdom. They also created, followed by no fat, no lactose, no cholesterol ice cream in 1996.

The 2000’s proved to be a success with many accomplishments along the way. They became a wholly owned subsidiary of Unilever, released “One Sweet Whirled” flavor, celebrated 25 years, spoke up against cloning, and started the “Do the World a Flavor” contest.

Ben and Jerry’s continued their success into the 2010’s by standing up for what they believe in and truly caring about their customers. They have continued to thrive in the ice cream industry by staying true to their founding values.

The target market for ice cream brands are children and families. There is research to show that families with children consume more ice cream than families without children. Therefore, Ben and Jerry’s general target market would be males and females living with their parents, and adults with children (both male and female).

The audience that the marketing efforts will reach is Millennial. However we are specifically targeting 18 to 24 year old females. The campaign will be focused on sorority woman that are watching their figure, but want to indulge in a guilt free treat.

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The best platform to launch this campaign is Twitter. According to Adweek, 22.6% percent of twitter users are males and females between the ages of 18 and 24. This is the largest category of users for Twitter.

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With this campaign we are trying to expand the current market for Ben and Jerry’s ice cream, therefore we are not trying to reach current customers but new prospects. By utilizing their new Greek frozen yogurt products we will be able to target a new market. This market is pre-existing due to the healthy trend. Capitalizing on this existing market Ben and Jerry’s can expand sales. We have narrowed the market down specifically to 18 to 24 year olds in sororities because a lot of these women are trying to watch their figure, eat healthy, and they have a large presence on college campuses. Sorority women tend to be up with the trends, if not ahead in a lot of cases. This Greek yogurt product fits the trend of healthy eating that has started to sweep across the nation.

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We want to see these women start a trend in purchasing the Greek yogurt from Ben and Jerry’s. When looking at social media engagement we are going to measure the progress of our campaign by the brand related hashtags and mentions from March 1, 2015 to February 28, 2016. This will allow plenty of time to create relationships, showcase, and sponsor sororities including recruitment events that can help with publicity, interaction, and sales.

We would like to use sorority engagement to help create more awareness of our product. With their large presence we hope to increase engagement and to increase product sales by expanding the existing market Ben and Jerry’s seek. To do this we would like to showcase and sponsor different sororities. Essentially, we would like to have them help us increase the popularity of our Greek yogurt, by going to the Greeks.

We are going to also utilize social media to spread awareness of our Greek yogurt. We want to engage with prospects on social media, specifically Twitter, to increase interaction with Ben and Jerry’s and the products. This will include featuring products, catching tweets, and designed photos that highlight the unique, flavorful, healthy Greek Frozen Yogurt.

We want to use the hashtag “Greekin’Good.

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Utilizing a landing page could help track the progress of this campaign. We could also use the landing page to direct prospects to local stores and product information on the “Greekin’Good” Frozen Yogurt in unique flavors. Starting the campaign on twitter and a landing page would be the most beneficial as our target market is most accessible online.

Metrics would be starting at ground zero as their twitter page has been inactive since May 2014. Ben and Jerry’s inactivity on Twitter resulted in low interactions with the company on social media sites. This will make measuring the campaign easy as we will utilize a landing page that is linked to, but different, then the Ben and Jerry’s site. We will also be able to easily measure the increase in engagement with Ben and Jerry’s on Twitter with brand related hashtags and mentions since essentially there is currently none.

Since we are targeting a new market, specifically Greek women, it wouldn’t make sense for us to use benchmarks. While we are using an existing trend of people moving towards healthier lifestyles, we haven’t seen any ice cream companies taking a similar strategy. Therefore there is not much opportunity for us to benchmark.

We are expecting to see a quick increase in engagement on social media with our new hashtag, specifically the Greek community. We also hope to see an incline in the Greek Frozen Yogurt sales as a result of this campaign to create awareness of our Greek Frozen Yogurt products.

Since we have plans to engage with sororities and hopefully sponsor some of these organizations, we believe this will help spark our engagement and sales. Word of mouth and trends travel quickly through these organizations. Since there has already been a market movement towards healthy foods, we can see how this already existing trend can help us gain popularity with an existing market.

We will collect results by monitoring our engagement on twitter. We will count and monitor brand related hashtags and mentions. We will also track the number of prospects that proceed to our landing page with information regarding locations and products. Lastly, we can monitor progress and metrics of this campaign through the sales of our Greek Frozen Yogurt.

We would need to have one person that would manage the social media. This includes designing the tweets (including photos, links, landing pages, or websites attached) and engaging with prospects. We would need a second person that is familiar with Greek Life. This person would be in charge of working with the Social Media partner to showcase sororities. They would also work with sororities to sponsor them, and help spread awareness through the Greek community.

The only money that would be necessary would be the money needed to create photos, landing pages, websites, and payroll for the two employees. We would also need a budget to donate product to the organizations we sponsor.

The tools we would need would consist of tools that support our staff to successful execute this campaign. This would include a budget, electronic devices, product displays, photography, and online resources to help create and inspire the tweets.

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