Sloan and Faison (2023) developed an Integrated Marketing Communications (IMC) program from psychological theory, neuroeconomics, and customer insights by targeting the market, utilizing motives, and innovating new value for the customer.

Using original research, machine learning, and expert input, researchers narrowed the customer base to a target market segment of trend-dieters and a serviceable obtainable market represented by the Sophia Greenwell persona (Chi, 2023).

Sloan and Faison (2023) then analyzed these stakeholder groups for motives guided by reward-seeking pleasure centers within the brain (Smith & Huettel, 2011).

Finally, the team devised a strategy to create new value for customers using the #IGotTheSauce hashtag. This plan includes developing complementary products such as purse-stable picantes, implementing a social media “flavor” funnel, and leveraging name, image, and likeness (NIL) partnerships with female athletes.

This foundational strategy positions Tessemae’s to achieve ambitious communication objectives and drive sustainable growth.

This comprehensive strategy enhances Tessemae’s online presence by targeting brand awareness, stabilizing conversion rates, and boosting follower growth rates, all supported by a rigorous monitoring and evaluation framework. Annually, the plan is forecasted to increase brand awareness by 28.57% through Instagram engagement, stabilize conversions at five percent through social media funneling, and achieve a steady follower growth rate of five percent.

With these targeted objectives and a robust monitoring and evaluation framework, Tessemae’s is well-positioned to become a digital nomad within the coming year. 

Researchers employed organic and paid advertising on Instagram, Pinterest, and Facebook using athletic micro-influencers, product placement, and brand watermarks. Every social media channel will have a unique branding purpose, including Instagram for interpersonal use of trending reels, Pinterest for recipe boards and pins, and Facebook for magnified segmentation on paid advertisements.

Tessemae’s will utilize NIL partnerships with athletic micro-influencers, like Caisa-Marie Lindfors, product innovation with limited-time-only pocket picantes, and conversion looping using the flavor funnel.

Despite fiscal hardships and legal battles, Tessemae’s will realign itself as the original star company of organic, five-ingredient salad dressings.

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