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Q4: "Thinking Outside the Box?" (18 marks) William Walsh got the idea for the Greenbox during his college fraternity days - when confronted with too much pizza and too few dishes, Walsh took to cutting up the pizza box lid into smaller "plates". Walsh, together with friends Jennifer Wright and Ned Kensing founded Ecovation in 2009. Their vision was to transform the pizza box into something more sustainable and socially responsible. Greenbox will save the environment... one pizza at a time." While typical pizza boxes may contain as little as 30% recycled material, Greenbox is 100% recycled. Moreover, the package is more than just a take-out container. The Greenbox's perforated lid can be easily broken down into four sturdy serving plates, and the bottom can be folded into a container for leftovers. This makes the Greenbox more convenient, reduces associated waste (paper plates, paper towels, aluminum foil, or plastic wrap). The best part is a Greenbox only costs a few cents more than a conventional pizza box. Ecovation's first bit of luck came in 2010 with a one-word tweet from popular actor Ashton Kutcher that said, "smart" in response to a GreenBox YouTube video. This led to inquiries from across the U.S. and around the world. A pitch on ABC's investment-themed reality show "Sharktank" in 2015 kept this momentum going. Ecovation sells its Greenboxes via a number of wholesale distribution partners to consumers in the food services and restaurant industry. Ecovation was recently acquired by corrugated packaging manufacturer Pratt Industries. Pratt has a long relationship with the brand - they were the manufacturer of the Greenbox since its launch in 2009 - and shares its commitment to sustainability and social responsibility. Pratt is the fifth largest packaging company in the USA and the world's largest privately held producer of 100% recycled containerboard. Pratt's first objective since acquiring the brand is to increase sales and grow new markets for Greenbox. They've set their sights on Canada as the next growth market for the brand. Using the above information and your own insights and application of the course material, please answer the following: a. Outline an advertising plan to promote the Greenbox in the Canadian marketplace. Your plan should use at least two media options and remember to be specific about its target, messaging, and frequency. (10 marks) b. What other communications tools might Pratt use to promote the Greenbox in the Canadian marketplace? Please select at least two of the tools discussed in our textbook and describe how Pratt could use them as part of an integrated marketing communications plan alongside the advertising plan described in part (a). Please be detailed and specific in terms of how each tool will be applied, who its audience will be, and why it is appropriate for the task. (8 marks)