Brendan Brown, Lee Hamacher, Sara Harmon, Megan Zart STCM 30900 – 01

Spring 2015

Integrated

Innovative

Strategic

Research-Based

Holistic

Agenda -  Situation Analysis -  Challenge & Key Insight -  Big Idea -  Media Mix -  Other Objectives & Strategies

Brand Analysis -  Industry

-  Frozen food -  Natural & organic food

-  Kashi brand -  Kashi frozen pizza

Brand Analysis -  Flighting strategy -  High brand awareness,

low product awareness -  West & Southwest

-  Previous ads

-  Marketing objective -  Grow sales by 15%

-  Ad budget -  $31,462,400 total -  0.63% spent on pizza

-  Economic & societal trends -  Healthy eating -  Busy lifestyle

Brand Analysis

Competitors

Competitors

Competitors

Competitors

Target Audience Primary: The Trendy Opinion Leader

•  Fueled by what they eat •  Willing to buy frozen pizzas •  Witty and intelligent leaders •  Trend-setters •  Pivotal member of social groups •  Technologically savvy •  Utilize magazines and radio

Meet Samantha Stewart

City: San Francisco, CA Occupation: Nurse at Saint Francis Memorial Hospital Age: 38 Income: $75,000 Marital Status: Married

Target Audience

Secondary: The Mature and Mindful •  Nutrition conscious •  Friendly and methodical •  Active within their communities •  Utilize traditional media •  Environmentally conscious •  Already familiar with the Kashi brand

Target Audience

Meet Ella Backus

City: Somers, CT Occupation: Administrative Assistant Age: 62 Income: $80,000 Marital Status: Married

Target Audience

SWOT

Media Mix -  Objective: spread awareness through:

-  Events -  Magazines -  Radio -  Social Media -  Blogs -  SEO -  Guerrilla Marketing

Green Festivals -  Promote ‘green’ products, healthy living -  5 total: LA, San Francisco, Portland, NYC, DC -  Kashi booth w/ samples, demos, free

merchandise, etc. -  Added perks

Magazines -  Half page ads

-  Parents -  Marie Claire -  Runner’s World

Radio -  :30 ads on national networks

-  Westwood One -  United Stations Radio Network -  Crystal Media

Social Media -  Facebook

-  Kashi Questions -  Twitter -  Pinterest

Blogs & SEO -  Blogs:

-  The Scoop on Food -  Hungry Runner Girl

-  SEO

Guerrilla Marketing -  Secret Kashi food truck

-  The Great Food Truck Race sponsorship -  Pi Day pizza parties -  Partnership with Box Tops for Education -  #GoldenBox promotion

Reach, Frequency & GRPs To launch a campaign that will achieve a reach of 70, a frequency of 5, and 350 GRPs during the peaks of the pulsing campaign.

Scheduling & Timing To implement a national twelve month pulsing campaign beginning in January that will generate more awareness about Kashi’s frozen pizza.

Monthly Schedule & GRP Breakdown

Geography

To launch a national campaign promoting Kashi frozen pizza across the United States.

Budget

Budget Breakdown