smartmkt2006 bbm

Agenda: 

Agenda Program Overview Promotions School Kit Online Auction Retail Feature Incentive Support Healthiest Student Bodies Advertising School Communication Program

Body By Milk Program: 

Body By Milk Program Target Primary: teens ages 13-17 Secondary: tweens ages 9-12 Timing September - December, 2006 MilkPEP Objectives Build awareness of milk’s healthy weight message and promote an active lifestyle Connect with teens’ concerns/goals for their bodies and their independent approach to life Strategy Establish Body by Milk platform with teens in their environment Create partnerships between relevant teen brands which provides an added-value reason to choose and continue choosing milk

Teen Healthy Weight Message: 

Teen Healthy Weight Message Drink milk and achieve the look you want Studies indicate teens who drink milk instead of sugary soft drinks are more likely to weigh less and have less body fat than those who don’t. Research has also shown that the protein in milk can play an important role in building and keeping muscle. Drinking three glasses of lowfat milk each day in place of sugary soft drinks (with little or no nutritional value), staying active and eating right can help give your body the nutrients it needs to stay lean, toned and healthy.

Healthy Weight for Teens: 

Healthy Weight for Teens Integrated Theme Core Message Objective Elevate awareness of milk’s healthy weight story in a relevant, positive way for teens You know milk helps you stay healthy, but it may also help you achieve a healthy weight (build muscle and get toned) Body by Milk

Objective: 

Objective Leverage BodybyMilk.com as key touch point for teen relationship to: Build awareness of milk’s healthy weight message and focus on active lifestyle Build credibility by connecting with teens’ concerns for their bodies in a relevant and engaging way Increase milk consumption among teens

2006 Partner Status: 

2006 Partner Status In discussions with interested brands, including …

How to Stay Involved - Auction: 

How to Stay Involved - Auction Side Panels Utilize artwork to continue to promote the program through December Available Summer 2006 Call 800-945-MILK to order artwork Partner Events Work with auction partners to provide milk materials at local events Information will be available on www.milkpep.org in Summer 2006

How to Stay Involved - New School Kits: 

How to Stay Involved - New School Kits Sampling Kit Vending Kit School Promotional Kit

In-School Plan: 

In-School Plan

Communication Goals In Schools: 

Communication Goals In Schools Launch “brand BBM” as a cool product for teens with key ingredients that help them achieve the look they want Convey the proof / science behind the message Communicate the online promotion to choose milk now and save UPCs Drive them to the web for further involvement

Zoned Message Mapping: 

Zoned Message Mapping The school is our most efficient and primary communication vehicle for BBM A retail setting with semi-permanent message placement in an environment with a captive audience! Strategically use our communication zones and pieces within zones according to the student’s behavior path Message at point of decision in the lunch line should be different from the message on the wall of the lunchroom. Various elements of the POS kit need to work together in order to communicate our fairly complicated message

Slide17: 

Zone 2 = act – “put milk on your tray and save UPCs! “ Zone 1 = attract & interact – “understand how milk will help you get the look you want … …a body by milk and get involved in the auction

In School Materials: Total Package: 

In School Materials: Total Package BBM promotional posters, clings, floor graphics, etc. each communicate different, appropriate part of total message Work hard together to tell the total Body By Milk Story as a student moves through the cafeteria environment Promotional Kits will consist of the following elements: 4 Promotional Posters 1 – Nutrition Detail 1 – Promotion Detail 2 – Program Overview 3 Promotional Clings 2 Milk Mustache Posters

’05 Promotional Materials: 

’05 Promotional Materials School Poster School Banner School Cling

’05 Milk Mustache Posters: 

’05 Milk Mustache Posters

School POS Shipping Dates: 

School POS Shipping Dates Shipping to 45,000 middle and Jr./Sr. High Schools List will be available on milkpep.org by June Schools will be able to order their own POS Kits via www.milkpep.org Shipping begins 8/7 POS Posted by 9/1

Healthiest Student Bodies: 

Healthiest Student Bodies Beginning in March 2006, Milk will be searching for America's 50 Healthiest Student Bodies Contest will help find out what schools are doing to keep their student bodies healthy Credible third parties will be involved in the judging process National launch event in August 2006 to unveil the winners Celebration in Washington, D.C. with reps from winning schools, local government officials Tie-in with formal launch of BBM ad campaign; celebrities to attend Conduct events September through December at 50 winning schools Schools awarded $1,000 grant and additional prize packages (potentially including visits from celebrities and merchandise) Local events held to celebrate the school’s accomplishments

How to Stay Involved - HSB: 

How to Stay Involved - HSB Healthiest Student Bodies Suggest schools to enter HSB search and help drive local entries Sample product at local market events to reach prized teen audience

Slide26: 

Buzz Website July - August Tremor 2 May BBM National Launch Event September America’s Healthiest Student Bodies Contest Launch March – June Healthy Weight Celebrity Print July - August Body by Milk Celebrity Print September - December Website and Auction Sept - December BBM Local Processor Events Sept – Dec Online Banners, Events, Teen Catalogs July - August Body by Milk Launch Pre-Launch Buzz Period March 2006 May 2006 September 2006 Online Media Support Sept - December

Schools Communication Plan: 

Schools Communication Plan Goals Create awareness of the BBM platform and promotional activities Gain support of the program and encourage participation within schools Increase communication to schools Target Primary: School Food Service Directors/Employees, Cafeteria Managers Secondary: Superintendents, Administrators, Principles, Teachers, Coaches, Athletic Directors

Retail Feature Incentive: 

Retail Feature Incentive October 2006

Program Overview: 

Program Overview Target Primary: Moms Timing October 1 - 31, 2006 MilkPEP Objectives Drive purchase of Flavored Milk at retail Connect with Mom's desire to provide a healthy choice for her kids Strategy Promote Flavored Milk via a retail feature incentive program Capitalize on Halloween as the perfect time for a good-for-you-treat

Halloween POS : 

Halloween POS Position Chocolate Milk as “The Official Drink of Halloween” Program nationally supported in 25,000 retail locations 1 Paper Banner (30” x 16”) 2 Clings (20” x 5”) 2 Wobblers (10” x 8.5”) Visuals are subject to change

Prizing: 

Prizing Prize selection is based on channel, tier level and participation ADA Key Accounts, Mass Merchandisers and Independent Grocers must choose between larger quantity of MP3 Players OR a smaller quantity of DVD Home Theatres Convenience and Drug Stores must choose between a larger quantity of Portable CD Players OR a smaller quantity of MP3 Players Surround Sound Home Theater DVD System ARV $99.99 Portable MP3 Digital Player ARV $49.99 Portable CD Player with AM/FM Stereo Tuner ARV $29.99

Timing: 

Timing Program sign-up deadline: 7/24 POS Ships weeks of 9/18 & 9/25 Early Prize Ship Prizes available: 9/18 & 9/25 POS In Stores 10/1-10/31 Feature Ads must run between: 10/1-10/31 Compliance Kits will be mailed: 10/23 Compliance envelopes are due: 11/20 Compliance Prizes begin shipping 12/11

Thank You!: 

Thank You!