EPIC Campaigns Plan

C A M PA IG N S P LA NS H A ND B O O K

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APRIL BROWN PR Director

DANIEL SAHAD Media Director

ARIE GUERRA PR Director

EMILY BERENSOHN Account Director

AUDREY VIVAR

Creative Director

TABLE OF CONTENTS E XE C UT I VE S U M M ARY S I T UAT I O NAL ANALY S IS C ON S UM ER ANALY S IS RE S E A RC H IN S IG H T S TA RGE T A U D IENCE OBJ E C T I VES MA RKE T ING S T R AT EG Y GE OGRA PH ICAL PR O FILE F L I GHT O NE F L I GHT T WO F L I GHT T H R EE C ON T I N U O U S P RE S S R ELEAS E ME DI A SCH ED U LE ME DI A B U D G ET C OMMI T M ENT A P P E N DIX

1 3 5 6 7 10 11 13 15 17 19 20 21 22 23 25 26

EXECUTIVE SUMMARY Make every day epic. This is the mantra that EPIC has built its existence around. The beauty behind this mission is that an epic day can look however someone wants it to; people are free to define the word for themselves. EPIC leads the pack in differentiating what epic means. From epic meat bars to undeniably epic adventures, EPIC is the brand to follow when it comes to living in a straightforward and strong way every day.

The message resonates with a demographically unbiased and wide ranging group of core consumers, as EPIC’s key customers are evenly split between gender and spread themselves across all ages. Through extensive primary and secondary research, Glyph understands the inner workings of the industry that EPIC commands. Glyph’s plan for EPIC will focus in on reaching a special and often overlooked target: the aspiring enthusiasts.

Too often brands focus on one extreme or the other, the fully inundated and involved or the complete detached. This approach leaves the entire middle area of the target spectrum unengaged and floating any which way the wind blows. Glyph looks to hone in on this middle ground, in this case the aspiring enthusiasts. These are the people who live for excitement and have an innate desire to adventure but live in the mainstream and make their living doing more typical things than backpacking through the mountains.

Research shows that these aspiring enthusiasts look up to those who live out their weekend adventures on a daily basis. Social media influencers have a loyal following of people who live vicariously through their epic endeavors.

Their opinions on gear, equipment, destinations, food and more are taken very seriously by their followers. For this reason, Glyph will reach out to and connect with these influencers to get them on board with the EPIC mission and spread the word to the aspiring enthusiasts that admire them.

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The campaign will kick off with a thrillingly epic stunt video put together in partnership with a YouTube adventure sensation to get people buzzing about EPIC. Generating conversations about EPIC will start to drive traffic to the website to get more information on where the excitement is coming from. After connecting online through the video, Glyph will encourage consumers to engage with EPIC on social media by taking part in the mission to make your day epic. A social media contest will feature a chance to win an epic trip for two along with the opportunity to change the world with a donation in their name to an environmental conservancy organization.

Once social media following is boosted Glyph will take the engagements to the streets, reaching out in some of the nation’s top outdoorsy cities with guerilla marketing and epic street art.

In addition to the viral video, social media contest, and guerilla art, Glyph has identified other effective mediums that can be used to reach the target. A newsletter will be sent out monthly to keep readers in the know, brand ambassadors will be continuously forging relationships with potential customers and passing out product samples to encourage trial purchase, Google AdWords will be used to heighten EPIC’s visibility on searches, and social media posts will be boosted online.

Glyph admires EPIC’s mission to live epic and eat epic and fully believes in EPIC’s efforts to conserve the land and seas that feed us. Showing aspiring enthusiasts how EPIC products can help make their days epic will make them feel closer to the lifestyles they love to live when they can.

Aspiring enthusiasts look for excitement and straightforward ways to make life exciting and Glyph’s objectives and strategies are carefully aimed at connecting with this target on a level that resonates with that inner desire to be epic.

“May your life be filled with epic adventure and epic health

�

SITUATIONAL ANALYSIS IN D U S T RY OV ER V IEW The snack bar industry has seen significant growth within the last several years, growing 30 percent from 2009-2014. The strengthening of this market has led to a total $6.2 billion in sales, with nutrition and energy bars claiming $1.7 billion of that. Nearly 70 percent of respondents report consuming bars, and of that, 37 percent say they purchase performance bars.

Though overall industry growth has slowed recently, there is room for innovation and new offerings such as savory and spicy bars. This is where EPIC has already positioned itself-- giving you ample room to shine! Many consumers report that performance bars contain too much sugar and are too sweet to be consumed as a real nutritional snack. With aspiring outdoor enthusiasts so often being vigilant about their diets, EPIC has an advantage in appealing to them with the wholesome produced bars that offer top nutritional values. Repositioning EPIC as a product for everyday people wanting to live epically will prove to be key as well as protein/ performance bars are thought of as “too extreme for my needs” by 15 percent of non-users.

The highest reported rates of bar consumption come from households earning $75K+ annually.

This indicates that nutrition bars may not be perceived as affordable to the general public and that price may be a barrier to trial purchases.

When describing an “ideal” bar, the highest

percentage of respondents opted for softer textures as opposed to hard or crunchy. As far as savory components of the “ideal” bar, only 11 percent indicated that dried meat would be their top go-to. The highest scoring mix-in was salted nuts at 37 percent. While meat itself is not top of mind in what the average bar consumer looks for, high protein is with 41 percent listing is as their top requirement. The industry is split relatively evenly by gender, giving EPIC an open range as far as their target.

COMPAN Y OVERVI EW EPIC is a locally founded protein bar company dedicated to making the world’s first 100% grass-fed meat, fruit, and nut bars. In addition to all EPIC foods beginning with live animals, EPIC sets the industry standard by sourcing their meats exclusively from certified ranchers that validate their freely pasture-grazing animals receive the utmost humane treatment. All EPIC bars are paleo-friendly, organic, and low in carbohydrates and sugar content. They are also committed to environmental sustainability by fertilizing, healing and restoring grasslands across the globe through holistic land management of livestock. By combining delicious tasting and lightly smoked animal protein with savory nuts and dehydrated fruits, EPIC is making massive waves in the whole foods industry.

C O M P E T I T I V E ANA LYS IS K I N D BA R S has a mission to offer healthy and

LARABAR offers fruit and nut based bars with

tasty snacks. In collaboration with community

simple, minimally processed ingredients.

partners, they run a campaign called The KIND

They believe the beginning of holistic health

Movement, whose mission is to make the world

starts with the foods we eat. Because of this,

a little kinder.

Larabar aligns supports Feeding America, an

C L I F BA R S provides organic energy bars

organization that alleviates hunger in the

to sustain an active lifestyle. One of the

United States.

key missions of Clif Bars is to do better

J ACK LI N K offers protein snack to “Feed Your

business. They focus on connecting with their

Wild Side�. Most well-known for their beef jerky,

farmers, buying organic products, reducing

they emphasize how the company is family-

environmental impact, and using ingredients

owned and a testament of the American Dream.

from ethical labor practices.

S TR ENG TH S Real food Animal treatment Diversified product line Strong digital presence Infiltrated niche groups Competitive affordability

WEAKN ESSES No traditional media Nontraditional energy bar Expensive compared to other snacks Excludes vegan and vegetarian groups

Found in major wholesale stores

O P P O RTU NITIES

T HREAT S

Changing the standard of energy bars

Beef jerky is the go-to meat snack

Capitalize on healthly lifestyle trend

Congested online ad environment

Convert non-meat groups

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CONSUMER ANALYSIS EPIC’s largest current consumer base is evenly

that live this lifestyle to its fullest, and aspire

comprised of males and females, primarily those

to emulate these role models by purchasing

who are health-conscious and take the time

the gear and products that these influencers

to read product ingredient labels, often living

recommend to their audience. Statistics show

active lifestyles while maintaining low-carb

that most of these impressionable explorers

or Paleo diets. Glyph recommends narrowing

prefer to experience their adventure in groups.

the focus of the campaign by targeting a

Also, these consumers are also exceedingly

new psychographic, the Aspiring Outdoor

brand loyal once they find the products that

Enthusiast, in order to engage a new untapped

suit the needs of this niche lifestyle. Therefore,

consumer market. This psychographic is one of

EPIC can seize the opportunity to expand their

the most active, outgoing and socially involved

reach by collaborating with these social media

communities across the nation.

influencers in order to spread some good word of mouth revolving the brand and to build brand

Although these outdoor enthusiasts may have

loyalty.

steady 9 am to 5 pm jobs during the week, they prefer to spend their free time chasing thrills,

This niche group is driven by the desire to step

adventures, and soaking up the great outdoors.

outside of their comfort zones, a place where

On the weekends, they enjoy hiking, camping,

no day is ever the same. Being close to nature

and fishing, among many other activities the

challenges their limitations and makes them feel

wilderness has to offer. These consumers are

alive. Considering this, EPIC will be able to tie

very proud of their unique lifestyles, and often

their brand with the exhilarating liberation of

post pictures of their latest endeavors on social

these outdoor activities to make every day EPIC.

media. They also follow social media influencers

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RESEARCH INSIGHTS Looking at the overall snack/protein bar

Aspiring enthusiasts love the outdoors and

industry we found that this category is growing

the connection with nature that they feel

exponentially. Consumers are increasingly

when they are outside. EPIC’s mission to

looking for bars and snacks that they perceive to

conserve the environment and care about food

be healthy; and, the portability and convenience

resonates with aspiring enthusiasts. Four key

of bars is one of their best selling points,

marketing strategies for EPIC to reach their

especially for those who take the bars on the

target are leading with strong brand values,

go. EPIC can capitalize on the health trend by

communicating credibility, inspiring consumers,

highlighting the high protein, low-carb aspects

and having a strong visual identity.

that their bars and bits have to offer. Promoting products’ wholesome ingredients and natural

EPIC can build a strong community around

flavors will meet consumer demand for a

their beliefs and missions by highlighting

satisfying and healthy snack.

what they do and sharing their story. Aspiring enthusiasts prefer to do activities in pairs or

Going after aspiring enthusiasts entails reaching

groups, meaning that they value personal bonds

them through channels that they connect with.

and trust those relationships the most. In the

They do not have the time nor the means to

relationships built with brand ambassadors to

drop their day jobs and adventure every day

consumers, EPIC will position its product line

which means that they get daily excitement

as one that can satisfy all snack needs-- thus,

living vicariously through full time explorers,

setting EPIC above the competition.

adventurers and athletes. The opinions of these influencers are taken seriously and EPIC can reach their target by creating partnerships with these people.

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TARGET // MEET PRESTON Meet Preston. He recently graduated from

weights at a local gym. He recently registered to

college, accepted a job offer from Google and

participate in his fourth Tough Mudder.

works full time in Seattle, WA. Although he has

His health is extremely important to him, so he

little of it, Preston enjoys hiking, camping, and

limits how much he goes out to eat and makes

traveling in his free time. During his vacation

as many of his own meals as possible. When

days, he travels to National State Parks all

he’s on hiking or camping trips, Preston always

over the country so that he can explore what

makes sure to bring extra snacks and water. He

nature has to offer. He purchases his outdoor

typically brings trail mixes, bars and sandwiches

equipment from REI based on what the outdoor

but is looking for something that is portable, low

recreation enthusiasts he follows on instagram

in sugar and artificial ingredients, and packed

recommend. In addition, Preston runs and bikes

with protein.

around the lake at home to stay fit and lifts

“When anybody

explores, I think they catch the bug and find the beauty in it...

”

— outdoor enthusiast —

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N A M E Pr es t o n OC C UPAT I O N W eb De ve lo per E DUC AT I ON B S i n C o m put e r S ci en ce S OC I A L ME DI A In s t a g r a m a n d F a ce b o o k E N J OYS Hi ki n g & B i ki n g

OBJECTIVES IN F O R M EPIC will create awareness of the brand name through buzz marketing both online and offline. The ads will ensure that our content makes a lasting and positive first impression.

IN C E N T I V I Z E EPIC will create opportunities for face-to-face conversations in order to engage the consumer and faciliate a pleasant trial before purchase experience. This will be the catalyst for future purchases.

IN S P I R E EPIC will inspire advocacy for utilizing all parts of the animal, heal the lands, and build community engagement. Glyph aims to foster a loyal customer base for the EPIC brand—one that is eager to spread the word about EPIC’s greater mission through word of mouth, social media and events.

A DV E RT I S I N G

PUBLI C RELAT I ON S

•

Achieve 30% awareness of EPIC

•

300 people using #MakeYourDayEPIC

•

30,000 website hits

•

1,000 attendees at meet-ups

•

10% increase in blog traffic

•

10,000+ samples given (across 12 weeks)

•

7,100 likes on Facebook

•

At least 3 influencer mentions online per

•

3,000 Instagram Followers

•

15% redemption on newsletter coupons

month •

1,000 Newsletter sign-ups per month

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MARKETING STRATEGY PRODUCT

Primary research suggests that EPIC lacks brand awareness in the market. Competitor KIND dominates the local in-store market, racking up high brand recognition and coming in as the first preference for snack bars by survey respondents. Building relationships with consumers is the first step to beginning the conversation about what makes EPIC the pure and tasty product that it is. Reaching out to EPIC’s target market will build a community of loyal EPIC fans who will understand and cherish the work that EPIC does to bring only the best to the table. The nutritional criterion speaks for itself. The unique variety puts EPIC on a separate level from its competitors.

Encouraging trial purchase of EPIC is key to securing brand loyalty with consumers.

PLACEMENT

EPIC’s campaign is going to be targeting aspiring enthusiasts across the nation. This target is often extremely busy with work and responsibilities and does not have time to go out searching for new products. That being said, it is crucial that EPIC take the responsibility of finding new ways to meet these consumers where they are. Taking EPIC samples to specific regional markets frequented by the aspiring outdoor enthusiast makes it easy to introduce them to EPIC and boosts brand awareness. The aspiring enthusiast also often looks to social influencers to make recommendations on new foods and goods. Epic will capitalize on this by reaching out to popular influencers and getting favorable features on their social media pages and blogs.

PRI CE

All EPIC animals are pastured and grass fed, ensuring that the final product is an honest representation of EPICS mission and values. This dedication to sustainability and responsibly sourced goods requires extra time and money. While EPIC may be more expensive than some other snack bars, its ingredients are guaranteed to be of higher quality. Despite setting this new standard for quality, EPIC bars are moderately priced in the market. This, alongside EPIC’s vision and commitment to honest quality makes EPIC a great contender to substitute and replace all other moderately priced snack bars on store shelves.

PROMOT I ON

Forging new, honest relationships is key to building brand loyalty around EPIC. As mentioned, getting new customers to give EPIC a try is essential. A proven way to encourage trial purchase is to offer product pass-outs, flyers, and newsletters with coupons. This, and maximizing the amount of people who try the product will help generate buzz around the EPIC brand. Brand promotion will be ongoing throughout the campaign as well.

Epic must increase its brand awareness and brand preference, and that’s why flight two is all about getting the product into consumer hands. Promotion strategy is a main aspect of this campaign and is highlighted in detail throughout the remainder of the book.

P O SITIO NING EPIC positions itself as a wholesome, natural, protein-based snack bar. They value the quality of their meats and the ranchers who raise them. Unlike most meat based products, EPIC refuses to lower itself to inhumane treatment of animals.

Instead they ensure that their grass-fed animals are free to roam pastures as nature intended, and that the ranchers provide certifications of fair animal treatment. EPIC caters their products to the health conscious and active, and is also Paleo approved. Epic strives to produce an unrivaled level of excellence that will satisfy any customer who purchases one of their many snack products.

M ESSA G ING EPIC has done an exceptional job pleasing its customers. On both Amazon and Paleo reviews their Bison bars receive both 4 and 5 stars respectively. Moreover, their Instagram and Facebook accounts provide their audience with beautifully shot images and engaging content on their blogs. However, based on our research, those who know about EPIC really love it, but the majority of our target has never heard of it.

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GEOGRAPHICAL PROFILE Although we are running a national campaign, heavy-up advertising in select cities will improve the effectiveness our #MakeYourDayEPIC movement. Implementing our strategies in specific cities will keep EPIC top of mind. The cities selected were based on two criterion: Is it a metropolitan area and does it have an outdoor scene. These cities are easily recognizable and boast some of the nation’s most scenic landforms, best trails for hiking or cycling and care for their local water(aquatic) life. In addition, they are highly populated with our target.

HEAVY-UP

CITIES

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BOULDER, CO

BURLI N GTON , VT

SEAT T LE, WA

MI N N EAPLOI S, MN

PORT LAN D, OR

SALT LAKE CI T Y, UT

AUST I N , T X

FLAGSTAFF, AR

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FLIGHT ONE In flight one, the aspiring enthusiasts will become aware of the EPIC brand name. How? By pulling at their bold and adventurous heartstrings with visual content that’s bound to make their hearts race. Glyph will utilize media platforms to ensure that our content makes a lasting and positive first impression. In effect, generating buzz for the brand and gathering future consumers one video view at a time. By letting the aspiring enthusiast know that EPIC is the snack bar that understands their needs, they’ll realize that these unique snack bars can make any adventure epic.

STUNT VIDEO The impact that engaging visual content can make for a brand during the digital age is undeniable; therefore, flight one will kick off the marketing strategy with an epic stunt video. We will be working with a world famous YouTube team of innovators called “devinsupertramp,” to create an outdoor adventure video that is sure to reach and inspire the target market. This video will feature an EPIC-branded team of enthusiasts taking a bite from an EPIC product right before taking a plunge off of the world’s largest canyon rope swing in Moab, Utah. The overall goal of this video is to tie the thrilling emotion induced by the rope swingers to the EPIC brand name, while also inspiring our target market consumers to get outdoors and make their own day epic. This video will be featured on the landing page of the EPIC website, YouTube, and on all EPIC social media platforms in order to increase web traffic and generate positive word of mouth. This will prove to be an easier task than one would expect because of this team’s 4 million YouTube subscribers. Each of “devinsupertramp’s” videos (almost) instantly receives millions of views, ensuring a massive growth in brand awareness while also reflecting the company’s epic nature.

Metrics: Number of views on YouTube, number of hits to the landing page, number of likes or favorite on social influencer’s posts

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MEDIA KITS EPIC is going to send out media kits to publications leading up to the “world’s largest rope swing” video. The kit will contain all of the specifics regarding the stunt in order to publicize the video before and after it occurs.

The kit will also contain information about the “devinsupertramp” team, and their collaboration with the EPIC brand. EPIC will send these kits out to major media publications, social media influencers and a few reputable blogs in order to harness earned media.

Metrics: number of articles published about the stunt, number of mentions on social

N E W S O C IA L A ND B LO G C O NTENT Epic will be running a blog series targeted specifically to aspirational enthusiasts. These blog posts will contain the marketing videos recommended by Glyph, as well as interesting adventure stories shared by EPIC consumers in order to foster the brand community. EPIC will also create engaging content directed at these adventurous men and women such as: “10 cool places to go in Austin for your next adventure,” and “10 tasty ways to use EPIC duck fat.” This will help educate consumers on cool getaways to fill their weekends, the utility of the EPIC brand, and will encourage readers to keep returning to the EPIC website for more fun stories and useful tips.

Metrics: Blog page views, increase in EPIC’s blog following

FLIGHT TWO

F l i ght Two w i ll initiate the engagem ent phase of t he campaign. Social media engagement will b e bo o s te d he r e to f urther build the com m u nit y around EPI C. Creat ing opport unit ies for face t o f ace c o nve r sa t i o ns and getting products into consumers’ hands will be key for engaging t hem and f a c i l i t a ti ng i n itial purchas es.

P R O D U C T PA S S O U T EPIC bars are guaranteed to satisfy the aspiring enthusiasts’ hunger; they offer quality ingredients with high protein and low sugar content. By meeting our target at locations they go to feel epic, the EPIC bar can become part of their athletic or adventurous experience.

In each selected city we will pass out free EPIC bars at local outdoor meet-up groups, nearby universities and select workplaces. Each location will have a brand ambassador passing out an assortment of EPIC bars and answering questions from the consumers.

EPIC will also be sponsoring additional meet-ups such as major city marathons, Iron Man competitions and biking competitions. A tent will be placed near the competition routes with a brand ambassador passing out EPIC products and taking photos of competitors eating EPIC products and the event.

After generating so much Buzz about the EPIC name in Flight One, it is crucial that we engage the consumer and provide them with opportunities to try the product before purchasing. By integrating EPIC bars into our target’s athletic or outdoor experience, they will associate EPIC with their aspiring journey to becoming the enthusiast they strive to be. Just a bite of EPIC products at work or home will make them feel they are still on the path to greatness.

Metrics: Number of EPIC products distributed

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SOCI AL CON T EST EPIC will kick-off their #MakeYourDayEPIC social media contest across Facebook, Twitter and Instagram to engage with their audience and inspire their target to do something epic. To enter the contest, online users will post a photo of how they made their day epic with the hashtag #MakeYourDayEPIC. The strategy will begin in flight two and winners will be announced in flight 3. The selected finalist will win an all inclusive 4-day trip to Costa Rica for two, a feature in Backpacker magazine and 5,000 dollars will be donated to The Savory Institute.

Metrics: Number of hashtags on all social media platforms

BRAN D AMBASSADORS The brand ambassadors are the heart of this campaign. They are the physical face of the company and the connectors between the customers and EPIC. The brand ambassadors will be utilized throughout each flight to provide product knowledge, excellent customer care, and build relationships with the consumer. Along with passing out EPIC bars, ambassadors are expected to distribute EPIC flyer encouraging consumers to follow the company’s social media and sign up for their newsletter to received coupons and exclusive discounted rates.

Metrics: Number of consumers brand ambassadors talk to, number of hits to the stunt video from a trackable UTM code that is listed on the flyer being passed out

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FLIGHT THREE Flight Three will wrap up the Epic campaign and bring everything home. The last flight keeps the messaging from the first two flights consistent while also creating epic new ways to keep the conversation going. We have generated buzz to raise brand awareness, passed out product to encourage trial purchase and are now continuing to spark engagement with our consumer base..

C H A L K A RT Epic will take to the streets of our ten selected cities with highly talented chalk artists. These artists will compose huge sidewalk chalk installations in high traffic areas of their respective cities. The 3D pieces will not only be epic in size but visually compelling, unmissable by passersby. The visuals of the chalk displays will recreate the imagery from the stunt video that launched the campaign in June. The SuperTramp x Epic Bar video will have been on the internet for over two months at this point in the campaign, giving it plenty of time to have garnered millions of views. The art will spring the video back into current relevance and revive the viral air around it.

People will be able to take a life-size picture of themselves recreating the stunt as they pose against the sidewalk. They can then post their pictures onto their social media using the hashtag #MakeYourDayEPIC that will boost Epic’s social media. The excitement of new scenery in a mundane city setting will generate large amounts of media and buzz to bring more awareness and recognition to the Epic brand.

Metrics: Number of impressions of those who see sidewalk chalk, Number of posts on social media with the art

S O C I A L M E D IA C O NTEST W R A P -U P The Make Your Day Epic contest that was launched in Flight Two will come to a close in the last section of our campaign. The four finalists chosen will be featured on Epic’s social media and followers will get to comment on and like their favorite picture. The picture with the most likes or comments will be crowned the winner. This will allow Epic to build community engagement around the contest and increase brand involvement.

Metrics: Likes and comments on social media

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CONTINUOUS NEWSLETTERS Epic will run a newsletter throughout the campaign to keep consumers in the know about what Epic is up to and how they are living their mission. Consumers will have the opportunity to opt into receiving the newsletter as opposed to sending it unsolicited, making readers more likely to engage with the content. As another incentive for consumers to subscribe, the newsletter will contain exclusive coupons and offers. Updates on upcoming events and recaps from recent adventures will keep readers involved in Epic’s activities around the country. The newsletter will contain information about land and sea conservation efforts and updates on the Whole Animal Project.

Features from the Epic blog and updates from social media will also be included as the content for the newsletter.

Metrics: Number of newsletter sign ups

S O C I A L I N F L U ENC ER S Aspirational enthusiasts are very receptive to the opinions of influencers they follow on social media; therefore Epic is going to garner brand awareness and credibility by contracting influencers to share EPIC’s “world’s largest rope swing” video stunt on their own digital platforms. This will greatly expand the reach of the video, connect the EPIC brand name to influencers they trust, and will facilitate relationships with social influencers that can be contracted to generate buzz whenever EPIC creates new content. These sponsored posts will also drive traffic to the EPIC website while simultaneously building a responsive and loyal community. Glyph recommends choosing social influencers from each of EPIC’s current passion groups such as (instagram handles): @shortstache, @roundtheworldgirl, @taylormichaelburk, @fursty, @hannes_becker, @fosterhunting, @ thegentsjournal and @rachelscheer in order to maximize coverage.

Metrics: Number of social media views and likes

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PRESS RELEASE // STUNT VIDEO EPIC launches new campaign, #MakeYourDayEPIC News Release FOR IMMEDIATE RELEASE Wednesday, June 1, 2016 eatepic@epicbar.com

FOR MORE INFORMATION,CONTACT: General Contact, (512) 900- 7982

EPIC Teams Up with Extreme Sports Videographer to Create the Most EPIC Stunt Yet MOAB, Utah-- EPIC, the 100 percent grass-fed snack bar company, sponsored its first stunt-video recorded and choreographed by production company Team Supertramp on June 1, 2016.

Kicking off its #MakeYourDayEPIC Campaign, the Austin based company sponsored an intense rope swing stunt in the world’s largest canyon. The thrilling stunt featured Utah videographer and CEO of Team Supertramp Devin Graham taking a bite of an EPIC bar before plunging down the canyon.

According to the company owner,Katie Forrest, the stunt was a physical testament of EPIC’s goal to encourage its customers to continue their journey of living epic.

“We want to use this event to unite and entertain our athletic or outdoor enthusiasts.” Forrest said.

“Our brand is all about larger-than-life and ambitious expeditions and we want our customer to hold those same values.”

Although groundwork for the event seems as difficult as the stunt itself, Graham said his previous stunts have prepared him well. More than anything Graham wanted to make sure whatever stunt he and EPIC decided to execute truly honored the company’s motto.

“I like how the company is focusing on “the aspiring enthusiast” who may not live this intense lifestyle every day but their efforts should be commended,” Graham said. “Sometimes life doesn’t go as planned, but you make the choice every day to make the best of it. Regardless of your current situation at home or work, you have all the power to turn something negative and make it epic. So, why not? I think that’s what this campaign is all about.”

The stunt video has already garnered more than 640,000 views and is expected to reach 10 million by the end of the month. Watch the video on YouTube here. ###

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MEDIA SCHEDULE 1 F L I G H T O NE Stunt Video Media Kits Landing Page

F L I G H T TWO Product Flyers Social Contest

F L I G H T TH R EE Chalk Art

CONTINOUS Brand Ambassadors Newsletter Social Influencers Videos SEO Blog/Social Content

22

2

3

4

1

2

3

4

1

2

3

4

MEDIA BUDGET U NITS

CPU

TOTAL

I MPRESSI ON S

1

$0

$0

30M

1

$0 $15

$0 $15

-30M

32K 16 16 8

$10 $10 $400

$10,000 $403 $1,920 $160 $3,200

10K+ 32K+ ----

8 8

$1,000 $40

$8,000 $320

1 1

$5,000 $5,000

$5,000 $5,000

80K+ -----

1 5

$1,800 $200 $1,000

$1,800 $10,000 $1,000 $1,000 $0 $0

-100K+ -1M+ 500+ --

$47,818

61,222,500

F L IG H T O N E Stunt Video Production Media Kits Landing Page

F L IG H T T WO Product Flyers Brand Ambassadors T-shirts Tents

F L IG H T T H R EE Chalk Art Permits Social Content Prizes Trip for 2 to Costa Rica Donation

C O N T IN U O U S Social Intern Videos SEO Social Influencers Newsletter Blog/Social Content

8 $0 $0

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COMMITMENT We at Glyph Media would like to congratulate you on 4+ years of providing the highest quality of meat-based products to your loyal customers. Using the best and brightest minds available, we have created an outmatched media plan that will further elevate the EPIC brand. We believe that by implementing our strategies your brand will be top of mind and out sell when compared to competitors in the snack bar vertical. With your help, we will communicate and cater messages to Aspiring Outdoor Enthusiast. Thank you for considering us as you further grow the EPIC brand. We are passionate about our strategies and your future endeavors. This is only the beginning and we are excited about taking the next step with you. Together, we’ll make everyday EPIC.

E P I C BA R R EP R ES ENTATIV E

DAT E

G LYP H R EP R ESENTATIV E

DAT E

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APPENDIX epicbar.com academic.mintel.com/display/716483/ nextdayflyers.com/business-card-printing/standard-business-cards.php northstarflags.com/custom-tent-10x15-feet-1-color.html? youtube.com/watch?v=4B36Lr0Unp4 kayak.com/flights/AUS-SJO/2016-08-21/2016-08-24 mashable.com/2012/12/19/red-bull-content-marketing/#WQzmPSaeK5qu Questions asked during in-depth interviews: How would your friends describe you?

What’s your favorite part of your week?

What are your favorite activities and why?

Tell me about your an adventure you took What comes to mind when you think of “nature”?

What comes to mind when you think of “wild and free”?

What are your favorite brands?

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