Clif Bar Advertising Plan

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Advertising Campaign Presented by: Adrenaline Advertising Aubrie Dunn, Conor Harrington, Rachel Heiss, Alexis Marando, Zoee Silber, Colleen Wormsley

description

I worked with a team to create an advertising plan for Clif Bars as a part of my advertising class.

Transcript of Clif Bar Advertising Plan

Page 1: Clif Bar Advertising Plan

AdvertisingCampaign

Presented by: Adrenaline Advertising

Aubrie Dunn, Conor Harrington, Rachel Heiss, Alexis Marando, Zoee Silber, Colleen Wormsley

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Table of ContentsSummary/Overview 1AgencyBrandStrategy 2SituationAnalysis 3-4SWOTAnalysis 5CompetitorAnalysis 6BrandValueProposition 7Objectives 8BudgetSummary 9Research 10TargetMarket 11CampaignStrategy 12Creative 13Executions 14-18CreativeTesting 19MediaObjectives 20MediaChoices 21-23MediaScheduling 24MediaBudgeting 25BrandActivation 26-28Evaluation 29CreativeBrief 30Biographies 31-33

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Executive Summaryand Overview

Executive Summary

Overview

ClifBarsareaconvenientandnutritiousenergysupplementandwewanttheworldtoknowit!Theseenergybarsareforalltypesofmen,nomattertheirroutine.Wewantallmentorealizethattheyneedenergytosuccessfullyrunthroughtheirdailyschedules.ByincreasingClifBars’awareness,wecanhelpmentoreachtheireventualdestinationwithvictory.Allmenneedenergy,andClifBarsarethebestwaytoaccommodatemenbyprovidingthesatisfactiontheyarelookingfor.Throughprintadvertisementsinmagazines,televisioncommercials,Internetbanneradvertisements,andavarietyofbillboarddisplaysacrossthenation,wecanachieveourgoalofincreasingbrandawarenessforalltypesofmenages18to34.Inadditiontotheseefforts,ourwidespreadbrandactivationtacticswillhelptoincreasetheseefforts.ClifBarsarenotonlyformenwhoparticipateinavarietyofoutdoorphysicalactivities,butforallmen,regardlessoftheirinterestsorhabits.Formenwhoneedtorunonenergy,theyshouldberunningonClif!

Basedontheresearchwehaveconducted,itisevidentthatClifBarsareprimarilyusedbyasmallmarginofaffluentyoungmales.Thus,ourplanistorepositionClifBarsasaneverydayenergybarformalesofallagesandlifestyles:“EnergyForEveryMan.”Ourprimaryresearchshowedthatonlyasmallportionofthemalesinourtargetaudience(18-34year-olds)hastastedClifBars,despitehavingheardofthem.Inordertogain75%ofthemarketshare,Clifneedstoappealtotheeverydayman;weneedtofocusonconvenienceandavailability.Bydoingso,wewillreachourgoalisofincreasingthesalesoftheproductforthenextyearby8%.Throughourcommercials,printads,billboards,andonlinemedia,ourtargetmarketwillbedepictedeatingClifBars,showinghowconvenientlytheenergybarfitsintotheirlives.Theseadvertisementswillbeplacedinmagazines,televisionshows,andwebsitesthatappealto18-34year-oldmen.Usingour$14millionbudget,wehavecreatedacampaignthatwillsuccessfullyrepositionClifBarsfromenergybarsfortheactiveandwealthymantoenergybarsforeveryman.

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Agency Brand Strategy

AdrenalineAdvertisingrunsoncreativity.Weareasmallagencywithbigideas.Foundedin2011,AdrenalineAdvertisingconsistsofsixpassionateadvertisingprofessionalswhothriveonthinkingoutsidetheboxandcreatingintegratedmarketingcommunication

plansfortheirbrands.Weareproficientinartdirection,copywriting,accountplanning,mediabuying,creativeexecutions,andsocialmediastrategies.

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Situation AnalysisHistorical Context

Economic ForcesIntimesofeconomichardship,individualsarelikelyeithertosearchforamoreinexpensivealternativeortoeliminatecommoditiesthatdonotmeettheirprimaryneeds.Organicenergybarsarenotprimarycommodities,thustheyarelikelytobepurchasedfarlessfrequentlythaneggsandbread,forexample.While“organic”hasapositiveassociationwithhealth,ithasanegativeassociationwithprice.Organicenergybarsmaybebeneficialforone’swellbeing,buttheyarenotnecessaryforit.Assecondarycommoditiesinafailingeconomy,organicenergybarsmayberemovedfromthebudgetsofmanyconsumers.

Thiswillmakeahugedifferenceifthebrandistoexpandtoawider,moreeverydayaudience.

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ClifBarsstartedasaconceptbyGaryEriksonin1990.Whileona175-milebikeridewithhisfriend,hetookabiteofaPowerbarandthought,“Icanmakeabetterenergybarthanthis.”Garythenworkedwithhismotherinthekitchentocreate“somethingbetterthanacookiethatwasmorelikeanenergybar.”Twoyearslater,aftermanyhoursofworkinginthekitchenwithhismother,theClifBarbecameareality.ThenameClifcamefromErikson’sfather,whoheconsidershischildhoodhero.

Inthefirstyear,ClifBarexceededover$700,000insales.ClifBarcontinuedtogrowexponentiallyandwasincludedinthe500FastestGrowingCompaniesListfrom1997to2007.In1999,ClifBar&CompanycreatedtheLUNABartotargetactivewomenwhowantedanenergybar.ClifBar&Companyhascontinuedtoexpanditsproductlineandnowofferseightdifferenttypesofproductsthatarealldesignedtosustainenergyandtastegreat.

ClifBarCo.continuestomakequalityenergybarsandcurrentlyhas18differentflavorsofitsoriginalnaturalenergybar.

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Situation Analysis

Legal and Regulatory Forces

Sociocultural ForcesIntheU.S.,eatingtrendshaveshiftedoverthelastcoupleofdecades.Anincreasingamountofindividualsnowhaveadesiretoleadhealthier,moreactivelifestyles.Moreover,theorganicmovementisontherise.Consumersarenowseekingproductsthatreflecttheimportanceoftreatingtheirbodieswell.Environmentalconservationisatrendingtopicnowmorethanever.Manyconsumershavebecomemoreconsciousofenvironmentallysoundpractices,suchasrecycling.ClifBar&Companyhasnotonlyvowedacommitmenttoitscustomers,buttotheplanetingeneral.

Anincreasedinterestinproductsthatpromotegoodhealthandpropernutritionhasledmanyconsumerstopaycloserattentiontothenutritionandorganiclabelsontheproductsthatbuy.Asanorganicproduct,ClifBarsmustmeetthestandardsregulatedbytheU.S.DepartmentofAgriculture’sNationalOrganicProgram.Amongmanyotherstrictpolicies,theN.O.P.requiresthattheproduct’scompositionisatleast70%organic.

Competitive ForcesTheenergybarmarketisthrivinginAmerica.Clifhasamyriadofcompetitorsallfightingforconsumers’attention.ClifBar’smaincompetitorsincludePowerBar,DetourBars,LaraBars,BalanceBars,andPureProtein.

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SWOT Analysis

Strengths Weaknesses

Opportunities Threats•Theall-naturalandorganicfoodproductindustryis booming,whichwillincreasecompetition•Thecurrentrecessionrestrictsdisposableincome•Clifbarsareperceivedbymanytobesolelyforthose withactivelifestyles•ClifBarsarenotavailableinallstores

•Developingproductpackagingthat’sbiodegradable tofurtherenvironmentalfriendliness•Exportingtoothercountriesandexpandingthe market

•Moreexpensivethanenergybarcompetition•OnlyhaveproductsinUSA,Canada,andUK•Lowbrandawareness(only6,185,000outof 225,887,000adultsusedClifinthelastsix months;2.7%)

•All-naturaland70%organic•Varietyof18flavors•Commitsto5aspirations:sustainingourplanet, community,people,business,andbrands•PartnershipwithTerraCycle.TerraCyclepartners withcompaniestocreatewastestreamsolutions through“upcycling,”orcreatingusablegoods fromitemspreviouslyconsideredwaste.•Partnershipwith1% for the Planet,aglobal movementofcompaniesdonatingat least1%oftheirannualnetrevenuesto environmentalorganizationsworldwide.

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Competitor AnalysisTheenergybarmarketinAmericaisthriving,especiallyasAmericansbecomemorehealthconscience.Themarketoffersanarrayofproductsforbuildingmuscle,curbinghunger,andlosingweight.Althoughtherearemanybarsonthemarket,thefollowingarethebiggestcompetitorsforClif.

Balance Bar

Pure Protein

Power BarDetourPowerBar’shavenoartificialflavorsorpreservativesandprovidemoreenergytomuscleswithC2MAX.ThisisadualsourceenergyblendcreatedespeciallyforPowerBarwitha2:1glucosetofructoseblendfoundtodelivermoreenergy.

Calories:230Calories from Fat:35Fiber: 2gProtein:8g

BalanceBarsrelyonthe40-30-30principlefortheirbars.40%ofcaloriescomefromcarbohydrates,sustainingyourenergylonger.30%ofcaloriescomefromprotein,perfectformusclerecovery.And30%ofcaloriesfromdietaryfat,asourceofessentialfattyacids.

Calories:210Calories from Fat: 60Fiber: Lessthan1gProtein:15g

DetourBarsboasttheuseofwheyprotein.DetourBarshavebeenawardedthetitleof“BestProteinBar”bybothMen’sHealthandWomen’sHealthandFitnessmagazines.

Calories: 180Calories from Fat:--Fiber: 0gProtein:15g

Lara Bar HowDoTheyComparetoClif?

Usingwhole,all-natural,organicingredients,thisbarisbuilttosustainyouradventurenomatterhowbigorsmall.

Calories:240Calories from Fat:50Fiber:5gProtein:9g

Offer9flavorsthatprovidetheperfectbalanceofgreattasteandproteinthathelpsbuildleanmusclesandanactivelifestyle.

Calories: 190Calories from Fat:60Fiber:1gProtein:18g

LÄRABARisadeliciousblendofunsweetenedfruits,nutsandspices.Madefrom100%wholefood,eachflavorcontainsnomorethannineingredients.Pureandsimple,justasnatureintended.

Calories: 220Calories from Fat:100Fiber:3gProtein:4g

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HowDoTheyComparetoClif?

BrandValueProposition

Functional Benefits

Emotional Benefits

Self-Expressive BenefitsMenwhopurchaseClifBarsaregenerallymoreactive,health-conscious,andholisticthanthemajorityoftheAmericanpopulation.Theirappreciationoforganic,naturalingredientsallowthemtosupplementtheirrigorousexerciseroutinewithaquick,nutritionalpowersnackthatleavesthemenergizedandsatisfied.

AfterconsumingaClifBar,customersfeelasurgeofenergy,encouragingtheirmindsandbodiestoengageinphysicallystimulatingactivities.ClifBarsgiveourconsumerstheedgetheyneedtoperformatasatisfyinglevelofintensity.

ClifBarsareorganicandmadefromall-naturalingredients.BecauseClifBarsarenutritiousandalsoprovidetheenergyneededtogetthroughanactiveroutine,consumersaremorelikelytoselectClifBarsastheirchoiceforenergysupplements.Energyisprovidedbasedonthelargeamountofproteinintake,whichmakesClifBaraperfectselectionforacomplementarysourceofenergy.

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Objectives

Time Frame

Advertising and Marketing Objectives Basedonsurveyingmembersofthetargetmarket,Adrenalinefoundthat75.8%ofmalesbetweentheagesof18and34hadheardofClifBars,yet64%reported“Never”whenaskedhowoftentheyeatClifBars.ThisdatashowsthatClifneedstofocusitseffortsonattractingmorefirst-timeusersoftheproduct.Byattractingmorefirst-timeusers,thiswillleadtomorerepeatbuyerswhichwillultimatelyhelpincreasesales.ByincreasingfirsttimeusersofClifBarby75%,Clifhopestoincreaseitssalesforthenextyearby8%.

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Thisadvertisingcampaignwillspanthecourseofoneyear,launchinginJanuary2012.

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Budget Summary

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AdrenalineAdvertisingwasgivenabudgetof$14,000,000tocreateanexceptionalcampaignforClifBar.Wehaveefficientlyusedtheallotedmoneytoimplementacampaignthatspansfourkindsofmedia.Adrenalinecalculatedaplanthatfallsunderbudgetby$16,387.73.BelowisasummaryofhowAdrenalineallocatedtheClifBarbudget.

Media Cost

Magazines 4,845,440.00

Television 4,302,000.00

Internet 1,350,000.00

Billboards(OOH) 2,787,394.32

Production 698,777.95

Total Campaign Cost

$13,983,612.27

Internet10%

Billboards20%

Magazines35%

Television30%

5%

Production

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Research

Primary Research

Secondary Research

Objectives EvaluatetheClifBarmarketplacetodetermineexternalopportunitiesandthreats.AnalyzedataandreportsfromMediamarkResearch&Intelligencedatabasetodeterminetheprimarytargetaudienceandgainstrategicinsightintotheconsumer’smediausage,lifestyle,andspendinghabits.

•AccessedMRI+togatherdataregardingourtargetaudienceandmediause•EvaluatedClifBar’swebsitealongwiththewebsitesofcompetingbrands

•AnalyzedClifBar’spastandcurrentmarketingstrategy•Surveyedtargetaudiencetogaininsightofgeneralperceptionsofthebrand

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Target MarketPrimary Thetargetmarketforouradplanincludes18-34year-oldmales.Wealreadyhavealoyalcustomerbaseamongaffluent,active,andhealth-consciousmeninthisagerange,butwehavedecidedtoexpandthescopeoftheproduct.Inasocietywherehealthylivingisbecomingincreasinglycommonamongeverydayindividuals,itisimportanttoprovideconsumerswithaproductthatpromoteswellnessonthego.ClifBarsarethatproduct.Ourcampaigneffortswillreachouttoyoungmaleswhoarecaughtupinthewhirlwindofschool,work,and,well—life.

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Meet Don,Thecasualathlete

Meet Stephen,Theon-the-gostudent

Meet Luke,Theyoungbusinessman

AnytimeIamonanoutdooradventure,ClifBarsgowithme.There’sneveraquestionaboutit.It’samazinghowwellthesebarssupplementmydietaryneedswhileI’mhikingorfishingfordaysonend.Theytastegood,they’remadewithmanyorganicingredients,don’tweighmuch,andthey

comeinadozenflavors.Torounditallout,IgetpeaceofmindknowingthateverytimeIpurchaseone,aportionofthatcostgoestowardenvironmentalstewardship-it’snicetoknowthatClifisseriousaboutprotectingtheplacesweplay.

WhenI’mrunningtomyearlymorningmeetings,Idon’thavetimetostopandeat.That’swhyIgrabaClifBaronmywayoutthedoor.Itkeepsmeenergizedduringmylongmeetingsandkeepsmegoinguntilmylunchbreak.Thevariety

offlavorsworkswellwithmyhecticschedule--givingmeanewflavorforeachadventureItackle.Whetherinthebusinessworldorinmyfreetime,Ican’tmakeitthroughthedaywithoutClif.

Asacollegestudentwithapackedschedule,IcanalwaysrelyonClifBarstogivemeenergyIneedtomakeitthroughmyday.WhetherI’mrunninglatetomyIntrotoSociologyclassorstayinguplateeditingmyvideo

project,ClifBarsareconvenient,deliciousandgivemetheenergyIneedtolastallday(andnight!)

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Campaign Strategy Whetherhe’sastudent,youngbusinessman,orcasualathlete,everymanneedsenergytogetthroughhisday.Nomancanbesuccessfulifhedoesnothavetheenergytosustainhimselfonaroutinebasis.Ourresearchfoundthatmenages18to34enjoyparticipatinginhabitualphysicalactivitiesthatmaynotbethemosttraditionalformsasdefinedbysociety.Theconceptofphysicalactivityshouldnotbelimitedtooutdoorrecreation,butalsoincludemomentswheremanmayberunningtocatchatrainorrunningtogettoclassontime.WeproposethatClifBartargetsthreemainaudienceswithintheprojectedagerange:thecollegestudent,theyoungbusinessman,andthe30-somethingcasualathlete.Thesetargetsneedenergytosustainasuccessfulroutine.ClifBarhastheconvenience,nutrition,andenergytofulfillandsatisfytheesteemneedsoftheconsumertarget.

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Creative StrategyOurcampaignwillbefocusedonfourmediaoutletsinordertoachieveourobjectives.Printadvertisementsinmagazines,banneradvertisementsonfeaturedwebsites,televisionadvertisements,andbillboardsplacedonhighwaysacrossthecountrywillhelptocreateadeeperawarenessoftheClifBarbrand.

THEBIGIDEA

Energy for Every ManWhetherheneedstheenergyonaroutinebasisorjustforanextraboostduringrecreationalactivities,ClifBarprovidesthemostbenefitstosuccessfullygetthesementoaccomplishtheirgoals.Energy for Every Man.

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CreativeArt Direction

Copywriting

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Ourcampaign’sprintadvertisementsareconsistentwithClifBars’simple,eye-catchingpackaging.ThesameblueandbrownpalettesareusedtoassociatetheadvertisementwithClifBars’recognizableimage.TheheadlinefontisalsosimilartothefontusedfortheflavorontheClifBarwrapper.Inaddition,eachofthemenarewearingredtosymbolizethatClifBarsareforeveryman.Theprintadvertisementsalsousecomparative,side-by-sidephotostoshowaproblemandsolutionscenario,whereClifBarsarethesolution.

AllofthecopyinouradvertisementsfocusaroundtheideathatClifBarsprovide“EnergyforEveryMan.”Theheadlinesofeachofourprintadsare,“YouMayBeRunningLate,ButYou’reRunningonClif,”“YouMayBeRunningaCloseRace,ButYou’reRunningonClif,”and“YouMayBeRunningOn3HoursofSleep,ButYou’reRunningonClif.”Eachoftheseheadlinesreflectthatregardlessofthetypeofmanyouare,ifyou“run”onClifBarstheywillprovideyouwiththeenergyyouneedtosucceed.Eachoftheadsalsohasasmallamountofcopyinthelowerleft-handcornerthatsays,“Sustainyoureverydayadventureswithastrongsourceofproteinandall-naturalingredients.”Thiscopydescribesthebenefitsoftheproduct.Underneaththecopyintheleft-handcorneristhetagline,“Energyforeveryman.”Thisemphasizesthatonedoesn’tnecessarilyneedtobeanathletetoenjoyClifBars.AnymancanbenefitfromtheenergythatClifBarsprovide.Intheright-handcornerofouradsisthecalltoaction,“Clifbar.com”.ThisencouragespotentialconsumerstovisitClifBars’websitetolearnmoreinformationabouttheproduct.

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Print Advertisement

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Print Advertisement

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Print Advertisement

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Internet Bannersand Billboards

Internet Banner

Billboard

Ourinternetbanneradvertisementwillbefeaturedintwophases.ThefirstphasewillshoweachofourthreeClifmodelsindividuallyandthendissolveintothenextcharacter.Oncethelastcharacterisshown,theentirebannerwilldissolve,displayingthesecondinternetbanneradvertisementwhichshowsourcalltoaction.

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Television Storyboard

WS:Businessmanrunstocatchhistraintowork.

VO:Whetheryou’rerunninglate…

WS:Disheveledstudenthustlestoclass;hebarelysleptlastnight

VO:Orrunningonnosleep…

WS:AmangoesforamorningjogVO:Orsimplyrunning…

Montage.VO:You’rerunningonClif!

CU:Businessmansitsdownandbreathesasighofrelief;heeatshisClifbarVO:On-the-goenergy...

WS:Studentisattentiveinclass;heeatshisClifBar

VO:Great-tastingenergy

CU:RunnerreachestheendofhistrailwithaClifBarinhand

VO:All-naturalenergy

WS:PictureofClifBarsappearonthescreenVO:ClifBars:Energyforeveryman.Visit

clifbar.comtoday.

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Creative TestingInordertoimproveouradvertisements,weaskedforfeedbackfrommalesinourtargetdemographic.Theresponseswereceivedwerepositive.EveryonewetestedunderstoodthatClifBarsgiveyouenergyonthego.

Atfirsttheadvertisementwiththebusinessmanhadamovingsubway,butthisconfusedmanyoftheparticipantsinthepretesting.Wewereabletousethisfeedbackandchangedthephotoofthesubwaytoastoppedsubway.

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Objectives and StrategiesMedia

Objectives

Strategies

Message Weight: Printandtelevisionadvertisementswillbeweightedheavily,whilebillboardswillbeweightedlightlyduetotypicallycold,inclementweatherinthemajorityofthedesignatedout-of-homecities.

Geographic Scope of Placement: Thiscampaignconsistsofbothnationalandregionaladvertising.Theprint,television,andonlineadvertisementswillrunnationwide,whileout-of-homebillboardswillbeplacedinlargemetropolitanareassuchasDenver,Seattle,SanFrancisco,NewYorkCity,WashingtonD.C.,Burlington,andAtlanta.

Reach the Target Audience: Ourtargetmarketconsistsofmenages18–34.Weplantoreachourtargetaudiencethroughfourchannelsofmedia:television,print(magazines),Internet,andout-of-home.

Effective Reach: 80Effective Frequency: 4Continuity: Thiscampaignwilladheretoacontinuouspattern.

Media Type Length/SizeTelevision :30secondcommercialsPrint 2-8.5x11pagespreadsInternet 468x60pixelsBillboards(OOH) 14x48feet

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Media ChoicesMagazines Sports Illustrated - 3,212,278 circulation

Thisweeklysports-centeredmagazineappealstoabroadmaledemographic

Men’s Health - 1,917,411 circulation

Amonthlyhealthandfitnessmagazine,thismediaoutletwillattracttheactivemenwhocurrentlyeatorshouldbeeatingClifbars

Runner’s World - 703,563 circulation

Thisnichemagazinewillappealtoeverymanwhoisrunning,eitherforfunorcompetitively

Skiing - 307,443 circulation

ThisquarterlymagazinehasalowadvertisingcostandwillallowCliftohaveapresenceineveryissueoftheyear

Wired - 794,196 circulation

Thisbusinessandtechnologymagazineappealstotheprofessionalmeninourtargetmarket

Rolling Stone - 1,453,158 circulation Inordertomaintainthe“energyforeveryman”philosophy,weproposeadditionalprintadvertisinginthispopularmusicandpopculturemagazine

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Media Choices

Television

SportscenterAttractingover620,000viewerswitheachshow,thisESPNsportsshowisgearedtowardsaretargetaudienceforClifBars

The Daily Show with Jon StewartAsatiricalnewsshowairingonComedyCentralthatattractsover1.6millionviewerseachnight,particularlymen18-34

Family GuyThisanimatedcomedyhassomewhatofacultfollowing,whilenewepisodesrakeinover6.6millionviewerseveryweekonFOX

Man vs. WildLaudedasthemostpopularnon-sportmen’sshowoncable,thisDiscoverychannelserieshasincreasedtheiraverageviewershiptoover1.6millionin2011

Anderson Cooper 360ThisCNNnewsshowisapopularsourceofnewscoverageforover670,000peopleeachnight

30 RockAiringduringtheThursdaynightNBCComedyBlock,thispopularshowattractsover5millionviewerseachweek,mostofwhichareinourtargetaudience

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Media Choices

Internet

Out-of-Home - BillboardsClifbillboardswouldbeinthefollowingcitiesforfourmonthsoutofthecampaignyear:(chosen by geographic region and population)

NewYorkCity(8,391,881) Seattle(617,334)Atlanta(540,921) Washington,D.C.(599,657)Denver(610,345) SanFrancisco(815,358)Burlington(38,647)

ESPN.comThisonlinesportsdestinationisthenumberonesportswebsiteandisvisitedbyover3millionmeninourtargetmarketeachmonth

funnyordie.comFoundedbyWillFerrell,thissiteissuretoelicitlaughsandrepeatvisitsfromitsaudience

collegehumor.comThispopularcomedicwebsitefeaturesmanyoriginalwebisodesandistargetedtowardscollegestudents

*Adrenalinealsobudgetedforinternetadvertisingonthewebsitesofthesamemagazinetitleslistedpreviously

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Media Scheduling-­   Jan   Feb   Mar   April   May   June   July   Aug   Sept   Oct   Nov   Dec   Executions   Costs  

Weeks:   1  2  3  4   1  2  3  4   1  2  3  4   1  2  3  4   1  2  3  4   1  2  3  4   1  2  3  4   1  2  3  4   1  2  3  4   1  2  3  4   1  2  3  4   1  2  3  4      Print:                              Men’s  Health                           3   1,118,730  Rolling  Stone                           2   731,080  Runner’s  World                           3   1,404,990  Skiing                           4   34,200  Sports  Illustrated          1                       1   741,000  Wired                           4   815,440                             Total  Costs:   $4,845,440  

Weeks:   1  2  3  4   1  2  3  4   1  2  3  4   1  2  3  4   1  2  3  4   1  2  3  4   1  2  3  4   1  2  3  4   1  2  3  4   1  2  3  4   1  2  3  4   1  2  3  4      TV:                              30  Rock        1        1      1      1                      1      1   6   774,000  Anderson  Cooper  360   1        1     1        1   1        1   1        1   1        1   1        1   1        1   1        1   1        1   1        1   1        1   1        1   24   720,000  Daily  Show                    1                    1                    1                    1                    1          1      1          1      1          1      1                    1                    1                    1                    1   15   450,000  Family  Guy       1   1   1         1   1   1     6   1,188,000  Man  vs  Wild   1   1   1   1   1   1          1      1          1      1          1      1   1   1   1   15   450,000  Sports  Center          1      1          1      1          1      1          1      1          1      1          1      1          1      1          1      1          1      1          1      1          1      1          1      1   24   720,000                             Total  Costs:   $4,302,000  Internet:                              CollegeHumor                           12   150,000  ESPN                           12   150,000  Funnyordie                           12   150,000  Men’s  Health                           12   150,000  Rolling  Stone                           12   150,000  Runner’s  World                           12   150,000  Skiing                           12   150,000  Sports  Illustrated                           12   150,000  Wired                           12   150,000                             Total  Costs:   $1,350,000  Out  of  Home:                              Atlanta  GA                           4   129,821.04  

Burlington  VT                           4   9,275.28  Denver  CO                           4   146,482.80  New  York  City  NY                           4   2,014,051.44  San  Francisco  CA                           4   195,685.92  Seattle  WA                           4   148,160.16  Washington  DC                           4   143,917.68                             Total  Costs:   $2,787,394.3

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Media Budgeting

Title # of pages Cost per page Total Cost

1. Men’s Health monthly 6 186,455 1,118,730

2. Rolling Stone monthly 4 182,770 731,080

3. Runner’s World monthly 6 234,165 1,404,990

4. Skiing quarterly 8 8,550(perspread) 34,200

5. Sports Illustrated monthly 2 370,500 741,000

6. Wired monthly 8 101,930 815,440

TotalforMagazines $4,845,440

Magazines *allexecutionsare2-pagespreads

BillboardsCity # of months Total Cost

1. Atlanta 4 129,821.04

2. Burlington 4 9,275.28

3. Denver 4 146,482.80

4. NewYorkCity 4 2,014,051.44

5. SanFrancisco 4 195,685.92

6. Seattle 4 148,160.16

7. Washington,D.C. 4 143,917.68

TotalforBillboards 24 $2,787,394.32

Television *foreachtime,Adrenalinehasbudgeted1ratingpoint

Internet *Estimatesforbanneradsat$10/CPMWeb Site Reach Freq. Impressions Total Cost

1. CollegeHumor 5m 3 15,000,000 150,000

2. ESPN 5m 3 15,000,000 150,000

3. FunnyorDie 5m 3 15,000,000 150,000

4. Men’s Health 5m 3 15,000,000 150,000

5. Rolling Stone 5m 3 15,000,000 150,000

6. Runner’s World 5m 3 15,000,000 150,000

7. Skiing 5m 3 15,000,000 150,000

8. Sports Illustrated 5m 3 15,000,000 150,000

9. Wired 5m 3 15,000,000 150,000

TotalforInternet $1,350,000

Program # of times Cost for each Total Cost

1. 30 Rock 6 129,000 774,000

2. Anderson Cooper 360 24 30,000 720,000

3. Daily Show 15 30,000 450,000

4. Family Guy 6 198,000 1,188,000

5. Man vs. Wild 15 30,000 450,000

6. Sportscenter 24 30,000 720,000

TotalforTelevision $4,302,000

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Page 27: Clif Bar Advertising Plan

Brand Activation

Thefollowingstrategiesdonotfallunderanytraditionaladvertisingcategories.However,ourteamfeelstheywillbenefitthecampaignnonetheless.

Clif Street Teams

WeproposethatClifBarpartnerwithLifetimeFitness,anationalfitnesschain,tofurtherpromotetheirbrandandprovideinteractionbetweenthecompanyandconsumers.ClifBarcansponsorrock-climbingclassesatLifetimeFitness’indoorrockclimbingwall.ThesefreeclasseswillbeopentothepublicandfeaturesamplingofClifBars.ConsumerscanthenpurchaseavarietyofClifBarflavorsatLifetimeFitnesslocationsacrossthecountry.

ThisbrandactivationtacticwillnotonlyachievetheobjectiveofpromotingClifBars,butitwillalsogainpromotionforLifetimeFitness’rockwallandotherfacilities.

Gym Partnership

Ourgoalsinimplementingthe“On-The-GowithClif”streetteamsaretoincreasethenumberoffirst-timeClifBarusersandtoattractpositivepublicityforthebrand.ApromotionalstreetteamwillhandoutfreeClifBarsamplesatparksinmajorcitiestopeoplepassingby.Thecitieswillbethesameasthosewherethebillboardsappear:Denver,Burlington,Seattle,SanFrancisco,NewYorkCity,Washington,D.C.,andAtlanta.Theteamwillstrategicallysetupdisplaysthroughouttheparks,distributingClifBarstothosewhoareinterested.Therewillalsobeotherpromotionalmaterialsavailable.

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Adrenalineproposesawebisodeseriestitled“Clifhangers.”ThismonikercombinesthepopulartelevisionstrategywithClif’suniquespelling.Theseshort,entertainingvideoswouldbeanexpansionofthestorylinesusedinClif’stelevisionadvertising.

ThegoalisforthecustomertofeelastrongerconnectiontoClifBarsafterseeingthemeateninanentertaining,relatablevideo.Thesevideoswouldbeonthecompany’sYouTubechannel,inadditiontoclifbar.com.

Brand ActivationClifhangers Web Series

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Page 29: Clif Bar Advertising Plan

Brand ActivationClif’s Adventures - Internet GameOurbrandwillbeintegratedintoaninternetgamewherethecharacterClif(asastudent,businessperson,orjogger)musteatClifBarstoavoidlosingenergyinordertoreachhisdestination.

Thiswillentertainthetargetmarket,whileillustratinghowClifBarscanhelpthemtosustaintheirenergyinmanyenvironments,includingrecreational,academic,andbusinesssettings. OurgamewillbeplacedonClifbar.com,magazinesinwhichweadvertise,andtheClifBarFacebookpage.ThisgamewillalsofeaturesocialmediaintegrationsouserscantweettheirresultsorpostthemontheirpersonalFacebookpage.

Asanincentiveforconsumerstoplaythegame,everypersonwhoplayswillreceiveaprintable“Buyone,getone”coupongoodforanyoriginalClifBar.

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Evaluation

ThetwogoalsthatwesettoachieveduringthiscampaignaretoincreaseawarenessofClifBarsby75%andtoincreasesalesby8%.Althoughthecampaignwilllastafullyear,itisimportanttoevaluateitssuccessasit’srunning.Below,wehavecompiledachartthatbreaksdowntheobjectivesthattheplanwillachievepermonth.WeanticipatethatClifBarswillbemoreeasilyconceivedasanenergybarforeverymaninthemonthswiththeheaviestadvertisingschedule.Inturn,themonthswiththemostbrandrecognitionwillalsobethemonthswiththehighestincreasesinsales.

  Reposition  Recognition   Sales  January   7%   .8%  February   6%   .6%  March   6%   .6%  April   6%   .6%  May   4%   .2%  June   7%   .8%  July   10%   1.5%  August   7%   .8%  September   7%   .8%  October   4%   .2%  November   6%   .6%  December   5%   .5%     75%   8%    

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Biographies

Aubrie Dunn

Conor Harrington

ConorHarringtonisasophomoreIntegratedMarketingCommunicationsmajorintheRoyH.ParkSchoolofCommunicationsatIthacaCollegeinIthaca,NY.ConorhailsfromDallas,Pennsylvaniaandenjoystraveling,skiingandplayingtennis.

Conor’sfavoriteClifBarisBlackCherryAlmondandheenjoysitmostwithabigcupofcoffee.

AubrieDunnisasophomoreIntegratedMarketingCommunicationsmajorintheRoyH.ParkSchoolofCommunicationswithaneconomicsminoratIthacaCollegeinIthaca,NY.AubrielivesontheSt.LawrenceRiverinHammond,NY.AnytimeAubriehasafreemoment,youcanalwaysfindheronthetenniscourt!

Herbestpieceofadviceforanyonewantingtobeginanactivelifestyleistosimplygooutanddosomething!Beitassimpleaswalkingorasstrenuousasscalingamountain,aslongasyou’remakinganeffort,you’reonestepclosertolivinganactivelifestyle.

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Biographies

Rachel Heiss

Alexis Marando

AlexisMarandoisasophomoreIntegratedMarketedCommunicationsmajorandInternationalCommunicationsminorintheRoyH.ParkSchoolofCommunicationsatIthacaCollegeinIthaca,NY.AlexishailsfromNutley,NJ,andsheenjoysyogaandbiking.

Alexis’snumberonetipforstayingactiveandhealthyistofindanexercisethatpromoteswellnessofboththemindandthebody—andtomakesurethatyouhaveanawesomeexerciseplaylistonyouriPod!

RachelHeissisasophomoreIntegratedMarketingCommunicationsmajorintheRoyH.ParkSchoolofCommunicationswithminorsinInternationalCommunicationsandHealthCommunicationsatIthacaCollegeinIthaca,NY.RachelisfromBuffaloGrove,IL.Inherfreetime,shelovestoplayteamsportsandgorockclimbing.

Rachel’sbesttiptoliveanactiveandhealthylifestyleistofindsomeonetoworkoutwith.Havingsomeonetohelpmotivateyouwhenyouworkoutonlyhelpstoenhancetheresultsyoureceivefromexercising.

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Biographies

Zoee Silber

ZoeeSilberisasophomoreIntegratedMarketingCommunicationsmajoratIthacaCollege.ZoeeisfromTenafly,NJlocatedabout10minutesoutsideofNewYorkCity.SheenjoysspendingdaysinNewYorkCity,shopping,singing,anddiscoveringgreatrestaurants.

Inordertomaintainahealthylifestyle,Isteerclearofallstarchandsugar.Addcolortoyourdiet!Fruitsandvegetablescanaddvolume,flavorandcolortoanydish.

Colleen Wormsley

ColleenWormsleyisasophomoreIntegratedMarketingCommunicationsmajorwithminorsinSpanishandCultureandCommunicationattheRoyH.ParkSchoolofCommunicationsatIthacaCollegeinIthaca,NY.

Inthefuture,Colleenwouldliketopursueacareerinpublicrelationsfornon-profitorganizationsorhighereducationinstitutions.ColleenenjoysstayinghealthybyrunningonIthaca’s“gorges”trails.

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