Bee Healthy Campaign

Run For Our Bee-autiful Earth

The Bee Healthy campaign is designed to gain awareness and increase sales of the
Brightening Even Skin Tone Moisturizing Cream. The Campaign focuses around sponsoring the
5K Race, which is held on Earth Day- April 22, 2016. Having the race held on Earth Day helps
to connect the Burts Bees organic focus with the idea of keeping the Earth cleansed. According
to (NO-SI, 2015), those who purchase Natural and Organic Personal Care products, such as
Burts Bees, are more likely to have a greener attitude toward the environment. The Campaign
starts on February 22, 2016 and ends two months after the race on May 22, 2016. The promotion
for the 5K Race includes outdoor displays, television advertisements, magazine ads and social
media posts. The slogan of the race is Run for our Bee-autiful Earth, use this slogan
throughout traditional and non-traditional advertisements.
Burts Bees demographic targets primarily women with a college degree or beyond, age
18 to 34 (BB, 2015). These women are of all races and have household incomes of $150,000 or
more per year (BB, 2015). The target market for the Burts Bees Brightening Moisturizer
specifically are professional women older than 35 and incomes above $75,000 (BB, 2015).
Burts Bees target audience include those that are parents with children up to 17 years old,
especially parents with children under five years old (BB, 2015). Burts Bees target segment of
parents view natural and organic lotion and creams as having safer ingredients and feel more
comfortable about bringing them into the home (BB, 2015). Burts Bees audience have interests
in magazines on the topics of yoga, photography and bridal, TV shows on the topics of skating,
news and daytime talk, and visit websites like Hulu, PBS.org, Orbitz.com, and the NYTimes.com
(MRI, 2016). The Bee Healthy campaign parallels Burts Bees focus on the Greater Good,

Produced By: Ovington, Skillestad, Jamison

which are people, profit and planet, and influence the target audience to try the Skin Brightening
Cream and encourage purchase (BB, 2015).
Execute the Bee Healthy campaign in San Francisco, Austin and New York City. These
cities were chosen because of their rankings as some of the top green cities in the U.S., the
connection to these cities priority of environmental protection and their heavily populated parks.
New York City was named the top green city in the U.S., with San Francisco coming in third
and Austin as the eleventh city in the U.S. (Raney, N., 2015).The 5Ks take place in major city
parks such as Dolores Park in San Francisco, CA, Central Park in New York City, New York, and
Zilker Park in Austin, TX. Each city is heavy in population, which in turn attracts a larger crowd.
New York City was ranked number one most populated city in 2014 with an
estimated 8,491,079 people living there, Austin was ranked 11 with 912,791 people, and San
Francisco was ranked 13 with 852,469 people (Top 50 Cities). These rankings are based on a
report from WalletHub that looked at eco-friendly metrics of each city in the categories of green
lifestyle, local policy, and greenness of their energy sources and transportation (Raney, N., 2015).
These cities alight with Burts Bees demographics in the following ways.

San Francisco:
Median age 38 years old
Over 73 percent white-collar workers
Over 59 percent of the population has Bachelors or Graduate Degree
Average income $104,000 per year
Consumers are likely to spend more on personal care than the national average
(SFAR, 2016)
New York City:
The median age is 36
Over 62 percent are white-collar workers
44 percent have a Bachelors or Graduate Degree
Have an average income of $85,000 per year
Spend about the same on personal care as average Americans
(Point2 Homes, 2016)
Austin:
Average age is 32

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Over 59 percent of the population are white-collar workers

Average income $81,000 per year
Over 53 percent have a Bachelors or Graduate degree
Population spends about same as the national average on personal care
(Point2 Homes, 2016)
Two months before the event takes place advertise traditionally and non-traditionally to
promote the event. Major emphasis is placed on non-traditional advertisements because they are
authentic and relevant. These advertisements stand apart from other forms of advertising because
they are largely immune to the cynicism and skepticism (Non-traditional Marketing, 2012). On
the day of the race display banners at the start and finish line to tie the event to the Burt's Bees
brand. The banners include the slogan Run for Our Bee-autiful Earth as well as the hashtag
#BeeFirst. Place large honey pot shaped buckets at the finish line displaying the Burts Bee logo
and containing free samples for the runners so they can try the product. Use booths, also located
at the finish line, with full sizes products for the customer to purchase.
Use multiple non-traditional vehicles to attract the attention of the target market. Use
outdoor adhesives displaying images of the product and place them in populated areas such as
crosswalks and staircases in each city. These images are temporarily glued to surfaces and
provide information about Burts Bees Brightening Even Skin Tone Moisturizing Cream and the
5k. Surfaces include crosswalks, stairs, and drain covers. The focus is on gaining the attention of
consumers in an interactive way. These adhesives/images force the customer to see them while
going about their normal day to day life. Typically these items are viewed as an eyesore but
with the help of Burts Bees the city will become more beautiful through these advertisements.
Burts bees employees drive the food trucks around the cities prior to the race and then
again on the day of the race. Deck the truck out in the Burts Bees logo, offer samples to the
public, provide them with information about the products and the upcoming 5K. This is done to

Produced By: Ovington, Skillestad, Jamison

celebrate earth day and promote the brands environmentally friendly character. Offering free
samples increase the know-like-and-trust-factor that makes consumer buy (Hayden C.J., 2012).
Free samples allow the consumer to try a product without risk resulting later in brand loyalty
(Hayden C. J, 2012). The purpose of the truck is for company representatives to provide answers
to any questions the consumer might have through demonstrations and verbal connection. A food
truck is a trendy and innovative way to get people excited about a product.
The final form is a bush sculpture shaped into a woman kissing a bottle of Burts Bees
Brightening Even Skin Tone Moisturizing Cream. The moisturizing cream is made with daisy
extract so the bush shaped woman is covered in daisies to support the natural ingredients of
Burts Bees. Place sculptures throughout parks in each city as well as areas that are not as
appealing because Burt's Bee wants to make the city more beautiful. Display all of these
advertisements in high traffic areas in the selected cities. San Francisco and New York City were
ranked as high walkable urbanism areas (Ranked: Walkability 30). Austin is also a major city
that has a unique downtown area that is walkable and attracts locals and tourists. Because of such
high foot traffic in these cities, scatter the advertisements so they are encountered on a daily basis
while people walk around the cities.
The traditional media used to promote the Bee Healthy Earth Day 5K to the target market
includes television, social media and magazines. The target market watches daytime talk shows
and children's shows this is according to their above average indices:
Daytime Talk Shows: 153
Childrens shows: 185
o (MRI, 2014)
Place a :30-second ad during two commercial breaks every time any of the selected shows air.
The selected shows include: every episode of E! News on the E! Network (MRI, 2014) and

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during Sesame Street on PBS Kids Sprout (The Best PBS, 2016) from February until April. Both
of these shows are picked because they have the highest indices for cable networks. Therefore
the women who are purchasing Burts Bees products are watching these two networks more
frequently than any other television network. Placing advertisements on these networks during
the most popular shows for our target audience there will be a greater chance of impact on the
customer. Not only does PBS Kids Sprouts have a high index on the MRI data, they also appeal
to children so it opens a great opportunity to introduce not only the Brightening Cream but also
the baby products that Burts Bees offers as well. According to Ranker, Sesame Street is the most
popular children's program aired on PBS Kids Sprouts network (The Best PBS, 2016) so, place
ads during this show. Also, according to Ranker, E! News is in the top five most watched shows
on the E! Network, which is why ads will placed during that shows airtime (The Best E!, 2016).
Listed are the above average indices of the networks on which they are located:
E! Network: 140
PBS Kids Sprouts: 185
o (MRI, 2014)
To reach the target market with social media put a hashtag into all media used. The
hashtag is #BeeFirst and it is used to track impressions across all social media outlets. The social
media that used is Facebook, Instagram, and Blogging.
Facebook is most popular with women between the ages of 18-49 (Social Media
Demographics, 2015) so, this fits perfectly with the people targeted during this campaign.
Facebook is a popular way of connecting with friends inside and outside of their area so
Facebook gives the opportunity for wide expansion of the campaign awareness. Place banner
advertisements on Facebook to catch users attention. Because our target market matches that of

Produced By: Ovington, Skillestad, Jamison

the demographic of Facebook users our target audience will likely see and be affected by the
banner advertisements placed on Facebook.
Instagram users are mostly urban women between the ages of 18-49 (Social Media
Demographics, 2015). Instagram is useful for posting images of the non-traditional vehicles used
throughout the campaign thus gaining awareness for the 5K run. Use Instagram to post from the
Burts Bees account to gain awareness of the new product and 5K event.
Lastly, the inclusion of bloggers boosts the detailed information available on social
media. Blogging is popular with women ages 21-50 with it being 25.63% (Get More Than, 2010)
more popular in the selected locations (Texas, New York, and California) over other states.
Blogging is most popular in California followed by New York then by Texas (Get More Than,
2010). There is no limit to how short or long a blog can be so this gives free range to the blogger
to really delve deep into the Burts Bees brand and fully commit to explanation of the event and
product. Pick 25 Bloggers from each of the selected cities for a week of time spread across
February to April and give them the product to try and blog about. The blog posts include the
hashtag, where to purchase the product, a description of how they enjoyed the product, and
information regarding the 5K race. Compensate the bloggers for time, but give direction that they
have freedom to create a personalized post.
To reach the target market through magazines, place one full page, full color ad in the
following magazines from February until April: Runners World (MRI, 2014), USA Today (MRI,
2014), and Yoga Journal (MRI, 2014). These are picked based on their above average indices:

Runners World: 307

USA Today: 321
Yoga Journal: 575
(MRI, 2014)

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All of these magazines more commonly read by the target audience they also are in line
with the plan to reach an audience interested in maintaining health and a clean lifestyle. Those
who read Runners World and Yoga Journal are interested in the 5K run for the exercise and
outdoor experience, whereas USA Today is a popular magazine with the target market according
to the demographic information on their readers (Media Kit, 2015).

References
BB, 2015. Brown, L. (2016, February 24). Burt's Bees. Reading.
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Get more than insights, get business results. (2010). Retrieved February 25, 2016, from
https://www.sysomos.com/reports/blogger-demographics
Hayden, C. J. (2012). Turning Samples Into Sales. American Salesman, 57(10), 12-14.
Retrieved March 16, 2016, from http://0web.a.ebscohost.com.library.uark.edu/ehost/pdfviewer/pdfviewer?sid=518a6a5c-a1934a60-8267-a593198230f2@sessionmgr4004&vid=10&hid=4209
Media Kit. (2015, February). Retrieved February 25, 2016, from http://marketing.usatoday.com/
MRI+ MediaMark. Spring 2014 Reporter Gfk. Health & Beauty Aids.Retrieved February 25,
2016, from MRI+ MediaMark.
Non-Traditional Marketing | What is Green Marketing? (2012). Retrieved March 17, 2016, from
http://www.marketing-schools.org/types-of-marketing/non-traditional-marketing.html
NO-SI, 2015. [PowerPoint Presentation]. Retrieved from PowerPoint slides, February 25, 2016,
From https://learn.uark.edu/webapps/blackboard/content/listContent.jsp?
course_id=_98751_1&content_id=_3701647_1
Our History. (2016). Retrieved February 24, 2016, from
http://www.burtsbees.com/Our-History/story-history,default,pg.htm
Point2 Homes. (2016). Retrieved February 24, 2016, from
http://www.point2homes.com/US/Neighborhood/NY/New-York-City-Demographics.htm
Point2 Homes. (2016). Retrieved February 24, 2016, from
http://www.point2homes.com/US/Neighborhood/TX/Austin-Demographics.html
Raney, N. (2015, October 15). Austin cleans up as one of America's greenest cities - and No.
1 in Texas. Retrieved February 24, 2016, from http://austin.culturemap.com/news/citylife/10-15-15-wallethub-report-study-greenest-cities-in-america-austin-ranking-texas/
Ranked: Walkability in the 30 Largest U.S. Metros Next City. (n.d.). Retrieved
February 25, 2016, from https://nextcity.org/daily/entry/walking-cities-list-ranked-urbanwalkability-in-30-us-metros
SFAR. (2016). Retrieved February 24, 2016, from
http://www.sfrealtors.com/US/Neighborhood/CA/San-Francisco-Demographics.html
The Best E! TV Shows. (2016). Retrieved March 14, 2016, from
http://www.ranker.com/list/best-e-tv-shows/votable?var=4
Social Media Demographics for Marketers | Sprout Social. (2015). Retrieved February 25,
2016, from http://sproutsocial.com/insights/new-social-media-demographics/

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The Best PBS KIDS Sprout TV Shows. (2016). Retrieved February 25, 2016, from
http://www.ranker.com/list/best-pbs-kids-sprout-tv-shows/voteable
Top 50 Cities in the U.S. by Population and Rank. (n.d.). Retrieved February 25, 2016,
from http://www.factmonster.com/ipka/A0763098.html

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