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.
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.
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.
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
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!)
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.
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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Internet Bannersand Billboards
Internet Banner
Billboard
Ourinternetbanneradvertisementwillbefeaturedintwophases.ThefirstphasewillshoweachofourthreeClifmodelsindividuallyandthendissolveintothenextcharacter.Oncethelastcharacterisshown,theentirebannerwilldissolve,displayingthesecondinternetbanneradvertisementwhichshowsourcalltoaction.
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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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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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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