2014 Thrive Campaign
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CF creative force
THE team // 4
BACKGROUND // 6
RESEARCH // 10
SITUATION ANALYSIS // 16
creative brief // 20
ABOUT THE TEAM
FOUNDER THE GFB PRODUCTS
COMPETITION TARGET AUDIENCE PRIMARY & SECONDARY RESULTS
ASSETS OBSTACLES LEARNING APPROACHES
BRAND IDENTITY ADVERTISEMENTS SOCIAL MEDIA SOCIAL MEDIA MONITOR DISTRIBUTION
Budget // 44
closing REMARKS // 52
references // 53
$25,000 $50,000 $100,000
CLOSING
REFERENCES
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THE TEAM CREATIVE FORCE Our mission is to provide our clients with exceptional service and create campaigns that will leave a lasting impression. Our team is filled with professionals that will cater to your needs and help your brand stand out from the competition.
Each member has their own unique talents that blend together to form one strong Creative Force. We also enjoy long walks on the beach, binging on Netflix and drinking cold beer on warm summer nights.
CLAIRE gazoul
LAUREN duane
JOSH taffel
ZIH-HAN tang
HALIE burgess
ERIN smith
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Marshall and Elliott Rader are two brothers, and Michigan State University graduates, who have both struggled with a gluten intolerance. They searched for a high protein, gluten free bar that tasted great and was good for you, but they couldn’t find one. So in 2010, they created their own, and The GFB was born. Along with the help of our other partners, Ben and Jeremy (left), The GFB is a robust, quickly growing brand carried in over 1500 locations across the United States.
Elliot & Marshal Rader The Founders
background
The GFB bar is manufactured in their plant in Ada, Michigan, a suburb of Grand Rapids. The GFB partners are proud of their non-contaminated work zone ensuring no chance for cross-contamination in their products helping those with different types of food sensitivities (like peanut allergies) feel safe eating their products.
the Gluten Free bar The company sells gluten-free bars and bites. Both are protein based and gluten-free made with simple, healthy ingredients. The brothers collaborated with a pastry chef and a nutritionist, a very unique combination, to create their product. This has ensured a great tasting product with a high nutritional value. All bars and bites are certified glutenfree by GFCO, vegan by Vegan Action, kosher by Kosher Michigan, are GMO free and soy free.
The bars are made up of six flavors, two were recently added in March 2014. Ranging from Chocolate Peanut Butter to Coconut Cashew Crunch, The GFB can satisfy any craving.
RESEARCH COMPETITORS Main competitors to The Gluten Free Bar are made up from 4-5 companies. These companies include KIND bars, Lara bars, Clif bars and Luna bars. 80% of the gluten free bar market in controlled by these.
The other 20% of the competition is controlled by about 100 other companies, the most prevalent of those are Epic, Quest, Good On Ya bar, Picky bar, Zing bar, and Macro bar.
TARGET AUDIENCE Meet grace, The healthy lifestyle pursuer. As a real go-getter and patron of healthy living, I am always on the move and needing some fuel; that’s why I keep The Gluten Free Bar handy! Packed with protein, nutrients and tastes so great! Whether I am headed to yoga, shopping or needing a pick me up, I always reach for the GFB!
meet lola I am a celiac, who needs to pay more attention on what I eat. It is a daily behavior to identify what is gluten-free and safe for me to eat. Thus, I usually stick with certain brands and products. When I first ate the Gluten Free Bar, I was hooked and have been eating them daily ever since! The delicious taste and the all natural ingredients help me accomplish my every needs! Being a celiac won’t hold me back, and I believe with GFB I cannot only survive but thrive with it.
Meet chris, Being a college basketball player, I am always on the go. From the court, to the weight room, to the classroom, I barely can find time to sit down for snack. That’s why I love the Gluten Free Bar. It’s packed with 12 grams a protein, and other simple, nutritious ingredients. I was worried at first because it was gluten-free, so I thought the taste might be sacrificed. I was completely wrong. They tasted great and gave me the little boost I needed throughout the day.
Meet sarah, Being a mother of three children all under the age of 12, I pride myself in keeping all schedules organized, maintaining a household and giving my family healthy meals everyday. However, in the middle of my own errands and dropping kids off here and there, I find myself neglecting my own body when it’s hungry. When I do have time for a snack, I need something quick and effective to help me thrive the rest of the day. I tried the Gluten Free Bar because of the simple list of natural and healthy ingredients. And the best part? My kids love them too.
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PRIMARY RESEARCH We created a 10 question survey using surveymonkey.com. We asked questions pertaining to the type of person taking the survey (gender, age, occupation) and questions about healthy snack bars that we think might be beneficial to our research. We wanted to know if the respondents knew what gluten-free meant, so that was one of the first questions we asked. Creative Force also asked questions pertaining to food labels, such as what do you look at first and how does a gluten free label make you feel. The last type of questions we asked pertained to purchasing healthy bars. This included questions such as how much are you willing to pay for a healthy snack bar and what are you buying it for (price, taste, etc). We also asked would you prefer to buy them in a pack or individually and where do you generally purchase these types of snack bars. We had 122 people respond to our survey, but when analyzing the results, we looked at the first 100 answers. Our answer included short answer, multiple choice, and ranking options from your first choice to your last.
SECONDARY RESEARCH After reviewing the entire gluten-free food and beverage industry, we found out several important facts. Firstly, the entire industry has grown 44% from 2011-2013, and it will keep rising in the coming years. Secondly, the increase in gluten-free food purchases were not only contributed by those with celiac disease, but also by people who are interested in gluten-free. Thirdly, women are more concerned about gluten-free issue than men. We also discovered that although the majority of gluten-free products are purchased in conventional stores, natural supermarkets experienced the largest growth since 2011. Lastly, Americans aged 35 and younger are the largest group of consume gluten-free products. Through analysis of our competitors in the market, we discovered many opportunities that we can potentially use throughout our campaign. Firstly, GFB has different target audience than other brands. CLIF bar, Kashi and PowerBar all share a common theme of nutrition as the basis for athletic activities, and each brand sponsors professional or Olympic athletes to show how their bars performs. Moreover, CLIF and Pure Protein mainly targeted people aged 18-44; LUNA and PowerBar are used most by those 18-24. Secondly, nearly a quarter of Mintel respondents say they do not buy bars because they are too high in sugar. Even LARABAR and KIND grew in sales since 2012 because they promote the low/no/ sugar products, most of other brands offer product high in sugar.
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RESULTS
When buying a snack bar, what are you buying it for?
When you look at food labels, what is most important to you?
Where do you purchase healthy snack bars most often?
When purchasing a healthy snack bar, how do you prefer to buy it?
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SITUATIONAL Assets Product
Designed by a pastry chef to ensure an exceptional taste. Collaborated with a nutritionist creating an honest healthy bar. Is certified vegan, gluten-free, soy-free, and corn free. No cross contamination because it is an at-home and well monitored bakery.
Benefits
Real energy that stems from natural carbs and sugars. Nutritious protein from pea protein, brown rice proteins. The body breaks down vegetable proteins better than other proteins such as Whey.
Brand Identity
The name Gluten Free Bar is clear in what it is offering.
Social Media
Currently strong on Twitter, and Facebook in terms of publishing content. Have an events calendar with promotions that we intent to make more apparent. The Google+ page contains videos when we plan to extend to other social media sites.
L ANALYSIS Obstacles Competitors
The main competition taking over 80% of the market; KIND, Lara, Clif, Luna. The other 20% of the competition is divided between 100 companies; Epic, Picky Bar, Zing bar, Quest, Etc...
Product Placement
Packaging consists of a clear wrapper, allowing for the bars to get lost on the shelf. Harder to find in the stores as they are often placed only in specialty area, not “general” snack area.
Differentiation
Need to create awareness of the different benefits that The GFB contains such as tastes and ingredients. The Bits are very unique, and we intend to have them be more available.
Cost Barriers
Pricing of the bar is considered Premium pricing, we plan to show the value the bars hold for the price.
Issues
How to get people to switch from the bar they’ve always been eating. Getting people to know what is in this bar versus what is in other bars. 17
learning Purchase Decision Process
In-store assistance helping to answer questions, and influence potential consumers. Point of Purchase displays to create awareness and intrigue.
Forms of sales
Sell individually in retail, and have the option of buying in a box of multiple online only.
Change attitude
More than half of Americans who do not have celiac diseas eat gluten-free foods because they feel the products are healthier. Despite the higher price point gluten-free foods tend to carry, households tend to use more gluten-free foods due to strong interest Millennials have.
Online/ Digital
Currently have events calendar with promotion. Have Blog, Twitter, Facebook and Google+.
approaches Focus
Packaging and product placement to increase GFB brand awareness. Expand on social media platforms resulting in a larger follower base.
Reach
We plan to reach consumers both online & offline through the GFB website, social media, online ads as well as at grocery stores, gyms and coffee shops. We have prepared three television spots to increase awareness of the benefits GFB provides. Point of purchase displays placed in grocery stores and super markets will increase recognition of the brand as well as increase sales
Word of Mouth
Placing the product in vending machines will make the product more readily available for purchase. Nature Box would also be a creative and new way to introduce the product to consumers that are interested in healthy and natural foods.
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The creation of “The Thrive Campaign� is the resolution we plan to utilize in order to increase brand awareness of The Gluten Free Bar. We plan to focus on the way it can benefit all consumers and the exceptional taste the GFB provides. It will target young adults who are conscious about what they are putting into their bodies and looking for a convenient grab and go snack. The intent of the ads is to encourage users to be more vigilant about the products and ingredients they are consuming. Thrive will show the audience how their lives can improve and feel rejuvenated by consuming clean, healthy and nutritious ingredients that The GFB provides. Through Thrive, the consumer is provided with a product that helps them to achieve strength, energy and endurance throughout the day.
The overall tone of the ads provides reassurance that The GFB can help users thrive and achieve all they have set out to accomplish. By implementing the outdoor, print, TV, social, digital and PR tactics, as recommended in the media schedule, Thrive, will thrive.
Consumer Insight
Many young adults are aiming to lead healthier lifestyles by being more conscious in their snacking.
Objective
The purpose of this campaign is to position The Gluten Free Bar as the on-the-go healthy snack that helps even the busiest of people feel powered through the day.
creative brief
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brand identity boxing glove Strength. Power. Focus. Discipline. Determination. These are all of the ways the Boxing Glove inspires to motivate. The Boxing Glove is a symbol that portrays the will to thrive through life, even when times are tough. The Boxing Glove is incorporated throughout the Thrive campaign. The Boxing Glove as a reminder that the GFB is there to provide you with all of the nutrients and energy needed to survive and conquer any situation.
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Advertisements PRINT 8:15 Doctor appt. Kelly
9:00 Conference call with David for IBM CLIENT BRIEF DUE TOMORROW at 10 !!
Meeting with Jeremy at Lunch meeting at 12:45 at Mictchell’s Fish
Meeting with George S. in Second Floor conference Be sure to send email to Constance about Baby Kelly dance class at 4:00 -- pick up Jenny tonight
This print advertisement will be placed in health and fitness magazines to attract the ‘healthy lifestyle’ consumer as well as the active consumer.
Pick up dry cleaning from M5 Dance pick up at 5:00 Robbie’s soccer game at 6:00 -- OUR SNACK Chinese for dinner -- call in Kim’s order 323 -
This print ad relates to our television advertisement which depicts a powerful mom getting through her busy day of running errands and taking care of her kids. Her day peaks with the help of the Gluten Free Bar, helping her thrive with its protein and simple healthy ingredients.
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outdoor
This outdoor billboard reveals the healthy and simple ingredients that go into the Gluten Free Bar. Natural ingredients including organic brown rice, pea protein, dates, golden flaxseed, vanilla and sea salt are uncovered in this billboard. This will help people get a taste of what this bar is all about.
This transparent glass, 3D bus stop advertisement shows the real ingredients that make up a Gluten Free Bar. Through the twopanel side glass, the packaging of the GFB will be displayed with decals within the transparent areas of the ‘packaging.’ The simple ingredients that make up the Peanut Butter flavored bar will be replicated in their natural form layered on top of each other. This shows how natural the ingredients are and how simple the great tasting Gluten Free Bar really is.
ural ingredients All the protein and natugh out your day to help you thrive thro
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TV SUPERHERO MOM THE SCENE STARTS WITH A MOTHER DRIVING AND TWO CHILDREN IN THE BACKSEAT OF A CAR, ON THE WAY TO SOCCER PRACTICE. THE CHILDREN ARE WATCHING A SUPERHERO MOVIE ON A DVD PLAYER AND ARE THRILLED AND EXCITED. THE MOTHER PASSED BY AND NOTICES A SUPERHERO BILLBOARD ADVERTISEMENT. THEY ARRIVE AT PRACTICE, CHILDREN LEAVE, MOTHER HEARS SUPERHERO THEME MUSIC FROM MOVIE. THE MOTHER PULLS GFB BAR OUT OF PURSE AND TAKES A BITE. SHE LEAVE AND WALKS TOWARD THE SOCCER FIELD WITH A CAMERA SHOT OF HER FROM BEHIND WEARING A SUPERHERO CAPE WITH GFB LOGO/ BOXING GLOVE.
VISUAL
SOUND
CHILDREN IN BACKSEAT OF CAR WATCHING SUPERHERO MOVIE.
SFX: SUPERHERO MOVIE WITH ACTION SOUNDS PLAYING
MOTHER PASSES BY AND SEES BILLBOARD AD WITH SUPERHERO ON IT DISPLAYING THE GFB.
SFX: SUPERHERO MOVIE SOUNDS CONTINUE
SFX: CHILDREN SOUNDS (OOH, AHH, ETC) IN EXCITEMENT
CHILDREN GET OUT OF CAR, MOTHER HEARS SUPERHERO THEME SONG START TO PLAY
SFX: SUPERHERO THEME SONG PLAYS
MOTHER PULLS OUT GFB BAR FROM PURSE, TAKES A BITE
SFX: SUPERHERO THEME SONG PLAYS LOUDER
MOM WALK TOWARD FIELD, WEARING SUPERHERO CAPE
ANNCR: All superheros have their weapons, this mom has hers. Combining protein, fiber and great taste, the Gluten Free Bar will give you the power to thrive throughout the day.
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VISUAL
GFB fight night THE SCENE STARTS OFF AND FOCUSES AROUND A SMALL, SCRAWNY BOXER IN A MATCH AGAINST A LARGER, BUFFER BOXER. THE SMALL BOXER IS STRUGGLING AND LOSING MOMENTUM AS THE FIGHT GOES ON. IN BETWEEN A ROUND, THE COACH GIVES THE BOXER A PEP TALK ABOUT NEEDING A BOOST OF ENERGY. THE COACH GIVES THE BOXER A BITE OF THE BAR (HALF WRAPPER WITH LOGO SHOWN). THE NEXT ROUND STARTS AND THE SMALLER BOXER GAINS MOMENTUM AND PICKS UP PACE. THE SMALL BOXER KNOCKS OUT THE BIGGER ONE GIVING THE SMALL BOXER THE WIN. THE REFEREE HOLDS UP THE WINNER’S ARM TO SIGNAL THE WIN. THE GFB LOGO IS SHOWN ON THE BOXER’S GLOVE.
SOUND
TWO BOXERS ARE SHOWN ABOUT TO FIGHT, ONE SIGNIFICANTLY SMALLER THAN OTHER
SFX: BELL RINGS (MATCH STARTS)
SMALL BOXER STARTS LOSING MOMENTUM
SFX: SOUNDS OF PUNCHES
COACH GIVES SMALL BOXER A PEP TALK
COACH: “only one more round to go, hang in there. I got just what you need.”
COACH HAS BOXER TAKE A BITE (HALF WRAPPER WITH LOGO SHOWN)
COACH: “take a bite, win the fight.”
SMALLER BOXER GAINS MOMENTUM, KNOCKS OUT LARGER BOXER
SFX: SOUND OF PUNCHES
REFEREE DEEMS WINNER, HOLDS UP SMALL BOXERS ARMS WITH GLOVE, GFB LOGO SHOWN ON GLOVE.
REFEREE: “we have a winner!” ANNCR: From scrawny to brawny, the Gluten Free Bar will boost your spirits. Made with natural ingredients and protein, helping you thrive, even when you least expect it.
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stuck in traffic THE SCENE STARTS OFF AND FOCUSES AROUND A SMALL, SCRAWNY BOXER IN A MATCH AGAINST A LARGER, BUFFER BOXER. THE SMALL BOXER IS STRUGGLING AND LOSING MOMENTUM AS THE FIGHT GOES ON. IN BETWEEN A ROUND, THE COACH GIVES THE BOXER A PEP TALK ABOUT NEEDING A BOOST OF ENERGY. THE COACH GIVES THE BOXER A BITE OF THE BAR (HALF WRAPPER WITH LOGO SHOWN). THE NEXT ROUND STARTS AND THE SMALLER BOXER GAINS MOMENTUM AND PICKS UP PACE. THE SMALL BOXER KNOCKS OUT THE BIGGER ONE GIVING THE SMALL BOXER THE WIN. THE REFEREE HOLDS UP THE WINNER’S ARM TO SIGNAL THE WIN. THE GFB LOGO IS SHOWN ON THE BOXER’S GLOVE.
VISUAL
SOUND
BUSY BUSINESS WOMAN DRIVING A CAR STUCK IN A TRAFFIC JAM. WITH AN ANGRY LOOK ON HER FACE, PHONE RINGING AND CARS HONKING.
SFX: HORNS HONKING SFX: PHONE RINGING SFX: CITY NOISE
DEPRIVED OF ENERGY, STARTS LOOKING THROUGH HER GLOVE BOX FOR SOME SIGN OF FOOD.
SFX; CARS HONKING SFX: SHUFFLING NOISE
SHE FINDS A GFB AND HAS A LOOK OF RELIEF ON HER FACE. EATS BAR.
WOMAN: ooohh!
SHOWS THE WOMAN IN PURE BLISS
WOMAN: ahhhhhh
THE SUN BEGINS TO SHINE, TRAFFIC CLEARS AND THINGS ARE LOOKING UP
SFX: HAPPY MUSIC IN BACKGROUND
SHE IS DRIVING AWAY, DANCING TO THE MUSIC, WITH DETERMINATION, POWER AND HAPPINESS
SFX: HAPPY MUSIC ANNCR: Sometimes we find ourselves in a jam and need an easy way out. She found her way out with the GFB. Packed with protein and gluten free natural ingredients, the GFB is the key to help you thrive through any situation.
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Advertisements digital app Create an app where you can scan in barcodes in exchange for points/rewards. The barcode would be on the inside of the package to ensure that the points weren’t just scanned in the store without buying the product. The app would also have links to their other various social media sites.
HOME
ABOUT
PRODUCTS
STORE LOCATOR
REWARDS PROGRAM
THE GFB BLOG
BUY ONLINE
CONTACT US
When you first open our App on your phone, you will see the home screen that will have different images boxes you can click on. These boxes will have labels such as About, Products, Store Locator, Rewards Program, The GFB Blog, Buy Online and Contact Us. Depending on what box you click on, it will then take you to a new page that will contain more information.
PRODUCTS
bars
bites
This is an example of what the screen would look like after you clicked the “Products” button. This will allow consumers to search through the different products that the GFB has to offer and they will be able to easily see nutritional facts.
dark chocoalte coco coconut cashew crunch peanut butter chocolate peanut butter cranberry toasted almond oatmeal rasin
REWARDS PROGRAM scan code
enter code
This is an example of what the screen would look like after clicking on the “Rewards Program Button”. You will be able to scan in the barcode that is located on the inside of your GFB package. If the scanner is having issues and not working, there is also an area where you can manually enter in the code that you can find on the package.
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point of purchase display Point of purchase displays are often your best salesperson, therefore, you should optimize your POP Displays for maximum exposure and consumer benefits. Always keep in mind that shoppers will only see your display for a few short seconds before deciding whether or not to buy. These POP displays will help increase brand awareness as well as peak the consumers interest, hopefully into buying.
This point of purchase display will be placed near the checkout counter to attract the impulse buyer.
This display mimics our theme of inner strength by creating the feel of a boxing ring. The consumer will reach into the ring in order to get the GFB box.
This display would be placed as an end cap to the isles in a grocery store or market. The display will hold a bell used in a boxing match that will allow consumers to ring the bell as well as catch the attention of those passing by.
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social media Currently, the Gluten Free Bar has an active Facebook, Twitter, Google+ account. They have an Instagram, but there are zero posts and very few followers. We want to expand on the sites that they presently use and utilize the other social medias that they are inactive on. By doing this, we can expand the GFB’s reach and engage more users in conversations. This in turn will make the brand grab more attention and possibly create more consumers.
SEO
We suggest creating posts about “Show Us How You Thrive”, in which people can write comments and share their stories, post pictures or videos of how the GFB is helping them thrive. We would also make sure that we include the Facebook logo on all advertisements to make sure the public knows about the GFB page to reach a larger audience.
The Gluten Free Bar has the opportunity to utilize other social media search engine optimization tools. “Twellow” is a monitoring system that helps find and connect with people sharing the same experience and expertise in your areas of interest. It is a way to ‘cut through the clutter’ on social media and categorize through the inter-personal exchanges online every day, making it more personal and direct to the brand/company involved. “Followerwonk” uses your individual Twitter account to compare similar users, analyze your followers (where they are from, their hourly twitter activity) and explore and grow your overall social presence. It’s also a great way to connect with fellow gluten-free bloggers by sharing followers with similar interests.
INSTAGRAM The Instagram has been created, but there are no posts and only a small amount of followers. Come up with a way to get more followers. For example, we could have different people taking pictures with the bar, doing different things with the bar, etc.
We want to increase the reach for GFB’s Twitter handle. We could have people follow and Retweet for a chance to win GFB’s. This would help other followers see posts from the GFB. We also want to start using more hashtags and using certain ones such as #GFBthrive.
Create boards that have pins related to the GFB. This could include all of the advertisements they presently have (commercial, print, digital). The GFB Pinterest could also have pins that have links to gluten free recipes, snacks, drinks and other products. There could also be pins of different workouts to help support a healthy lifestyle. It would also be beneficial to include other promotions they have or sweepstakes that are currently happening. Also include pins about new products or events involving the GFB.
@GlutenFreeBar Don’t just survive carpool, THRIVE! #GFBThrive My turn for carpool to soccer practice - bit.ly/1nt6sax
Don’t just survive __________ . #GFBThrive #ThriveWithGFB. What’s making your day challenging? Let us know!
Check out our new Thrive Not Survive campaign on our website! #GFBThrive #ThriveWithGFB. theglutenfreebar.com/thrive-not-survive-blog...
YOUTUBE Create and use their own YouTube channel. They have a video that was shared via Google+, of a man taking a bite of the GFB then jumping into the freezing water (polar plunge). They could upload different videos of everyday people doing activities like this. They could even use this YouTube channel to upload videos for their blog in relation to the “Believe in a Better you” campaign. This might add a little more excitement to their already existing blog by using videos instead of written blogs.
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Hootsuite We will set up a Hootsuite account to monitor your multiple social media streams. This will enhance your social media detection and allows 24/7 access to all online conversations about The Gluten Free Bar. For this stream, we used keywords @glutenfreebar, #GFB, #glutenfree. Examples of what HootSuite can connect to for apps (Instagram, Pinterest, YouTube, etc.) and social networks (Twitter, Facebook, Google+, etc.)
GOOGLE ADWORDS Google AdWords is an online advertising opportunity utilizing specific keyword searches through campaign management. By programing Keyword Planner, your specific keywords from consumers searches would bring up the Gluten Free Bar advertisements on their search. Through the Google AdWords you can pick and choose your search categories that shows the status, clicks and impressions of each keyword.
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social media monitoring Who will do the monitoring? A Digital Media Team
How often will we monitor?
Each team with monitor social media at three different check points throughout the day. We will do this Morning, afternoon and night. We would like to monitor conversations outside of regular business because we believe that people won’t stop talking about us just because business hours are over. We would also like to have monthly meetings where we can discuss trends and make changes if needed.
Will we set up alerts for potential issues with our brand?
We think it would be beneficial if you set up alerts for certain keywords. These would be keywords that could be about potential issues due to our products. If we set up alerts, we can tackle the problem immediately and get it resolved.
Will we reach out to influencers?
By using followerwonk.com, you can dive deeper into analyzing your followers on Twitter, as well as find and connect with potential influencers.
Set up hootsuite to monitor conversations?
We will set up a hootsuite account to monitor your multiple social media streams. This will enhance your social media detection and allows 24/7 access to all online conversations about The Gluten Free Bar.
Distribution suggestions press release When new ad campaigns or new products are being introduced and distributed, the use of formal and social media press releases can be utilized to connect to potential consumers and distributors.
vending machines The Fresh and Healthy Vending Initiative was founded to help communities fight the junk food epidemic that overwhelms our nation. Vending machine snacks and beverages constitute a significant portion of the average American’s diet. Whether we are at school, work, or out in our community, the convenience of quick and affordable sustenance through traditional vending is almost always at our fingertips, and our dependence on it has increased in recent years.
ON campus ambassadors The use of student on-campus ambassadors is a way to connect more with health conscious college campuses. These students have more access to health and fitness centers and gyms on campuses that can attract students that may be interested in the GFB as an alternative healthy snack bar.
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BUDGET
$25,000
$50,000
$100,000
As the cheapest of options, we decided to allocate the $25,000 budget to Point of Purchase displays, Print media and Social Media. 44% of this budget will be distributed to print, as we will focus on higher frequency and reach, such adding as posters and advertising in flyers. $8,000 will be put toward the POP displays, as we are cutting out Outdoor and TV and increasing Point of Purchase displays. The last 24% of the budget will go into Social Media in the form of monitors, promotions and ads.
Focusing in on Outdoor and TV spots, the middle budget allows for 5 forms of media, including: Social Media, Outdoor, Print, Point of Purchase and TV. Because of the cost of the digital app, it will be eliminated. The largest portion of this budget will be allocated to TV spots and coming in second is outdoor advertisements. Print, Point of Purchase and Social Media will each have around 10% of the budget to run year round.
For our $100,000 budget, we decided to utilize all types of advertisements. The majority of our budget will be dedicated to TV commercials. We decided to allocate 20% of the budget for the digital app we created. The other types of advertisements we used were outdoor, point of purchase, social media and print being the smallest percentage of our budget.
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$25,000
The lowest of budgets, $25,000 allows for year round advertising, but in limited platforms. Focusing on Social Media, Print and Point of Purchase, we will run more print ads, create and distribute additional POP displays and increase social media output. The print ads will run January through December and increase through magazines, posters and ads in flyers. Social Media will continue to run January-December but increase posts, promotions and interactions. Lastly, POP will be increased January-December, ensuring greater reach in grocery stores. The simplest of schedules, it will lose the Digital App, TV, and Outdoor.
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$50,000
For our middle budget of $50,000, our media schedule focuses most of the money on TV spots and outdoor advertisements. However, from our flow chart, you can see we are only implementing these advertisements three months out of the year. For example, our TV commercial of the busy mother who chooses a GFB to help her thrive through the day running errands and helping kids would air in the fall season around back to school time. The rest of our budget is used for print advertisements, point of purchase displays and social media, which is exposed year round, but with a smaller budget.
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$100,000
For the largest budget, we decided to have all of ads, with the exception of TV Commercials and outdoor Advertisements, run year round. Our budget allowed us to have 3 different commercials, each running for a 3 month time period. We decided not to have our commercials shown in the months of November, December and January because those are very busy months for TV advertisements, and we didn’t want our ads getting “lost� in the clutter. Creative Force chose to have our Outdoor Advertisements, which include ads at bus stops, running in the warmer months of the year. We thought these would be the most beneficial months because the temperature is warmer, so more consumers will be able to see our ads and there will be less wasted reach.
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All of us at Creative Force hope you enjoyed our ‘Thrive’ campaign for the Gluten Free Bar. With our selection of advertisements, both commercial and outdoor, our social media strategies to attract more consumers, and our point of purchase displays, we hope you see the potential of generating more brand awareness for your product.
Closing remarks
GFB. (2014). The gfb gluten free bar. Retrieved from http://theglutenfreebar.com/ Amanda, T. (2013). Gluten-free foods - us - September 2013. Mintel Oxygen, Retrieved from http://academic.mintel.com.proxy1.cl.msu.edu/display/637717/ Marla, C. (2014). Snack and nutrition bars - us - march 2014. Mintel Oxygen. Retrieved from http://academic.mintel.com.proxy2.cl.msu.edu/display/680635/ Beth, B. (2013). Cereal bars and snack bars - us - march 2013. Mintel Oxygen. Retrieved from http://academic.mintel.com.proxy2.cl.msu.edu/display/637603/
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