In mid-December, the Hansen's Natural Corporation's (HNC) Monster Energy sector awarded the communications firm Peak Advertising an opportunity to plan a comprehensive awareness media campaign. The plan that Peak Advertising is developing will provide HNC with a semi-broad, comprehensive, cost-effective media strategy along with additional strategies for extending and multiplying the penetration of the media campaign messages. In an intense planning cycle, Peak Advertising is designing this national media strategy based on a comprehensive social marketing model with input from the public, private, and academic sectors.
The media strategy will be used to structure and guide HNC's paid media advertising campaign. A concurrently produced plan will also identify and recommend non-advertising components in an integrated communication mix (such as media outreach, Internet and other types of new media, and partnerships) to effectively reach, motivate, and enable members of the target audiences to consume Monster Energy beverages. Where appropriate these components will link existing demand reduction programs at the national and community levels.
Communications Strategy Statement
The communication strategy statement will clearly define the target audiences for the campaign, the communication objectives for each target audience (i.e., what we hope to accomplish through communication), and the most promising message strategies to affect each objective (i.e., how we plan to communicate). Concurrently, existing sources will be assessed by review and target audience research already performed to identify those that are consistent with the communication strategy. This review will also determine whether there are gaps in the existing inventory of media that eventually must be filled with new ad