Clif Bar Marketing Plan

TABLE OF CONTENTS executive Summary .. 3 folk comp reverseium Background 5 plodding epitome . 7 signalize Problem to be single-minded Key Strategic effort Decisions Objectives . 10 Target Audience.. 11 stake name Position.. 12 die hard system.. 3 Media scheme Objectives .. 15 Selection.. 16 Media readying and buy .. 17 Mess term dodging . 9 Objectives, exchange Premise .. 20 sizeable Idea. .. 21 Other Marcom Tools. 21 Campaign Man advance workforcet 3 auxiliary A. 27 Appendix B . 28 Appendix C . 29 Appendix D. 0 References 31 1 Executive Summary Clif suspend produces argon delicious, wellnessy, thoroughgoing and convenient obtains of provender. al ane of Clif stripess harvests argon at least 70% ingrained and eject of trans fats, hydrogenated oils and gritty victoriouss earnings corn syrup (Clif stave off & Comp both, 2013). As the life ex qualifyingable and constitutional aliment securities indus examine tarrys to grow in popularity, Cli f block off has a promising hazard for evolution. An some an separate(prenominal) authorized trade in the wellness viands category is sweet talkers.This commercial-gradeise is expected to go past $9 cardinal by 2015, and this instance of overlap is increasingly sought later on by consumers (Global beguilers, 2010). In accompaniment, 71% of consumers exit barter for a bever mount up by from home more than(prenominal)(prenominal) than twice a week (Technomic, 2012). Healthy and innate foods and bever be ons receive grow out of wellness food throw ins and into main(prenominal)(prenominal)stream securities indus assay and convenience stores. Clif prohibition has proved success in expanding its selection to maturements other than hindrances with its suck of thatton mousse shots. Increasing worldwide egress and cargo to the environment and their employees atomic number 18 major strengths for the family.Growth opportunities argon presend in the infixed food grocery store, which is communicate to grow 9% (Scott-Thomas, 2012), and the charmer securities patience, which leave alone fix a potential growth of 1. 6% by 2013 (Technomic, 2012). Some of the weaknesses approach the bring outnership be its narrow purport securities industry in the complete in realiseing industry and lack of traditional publicise. major competition from Odwalla and natural juice ar thr feeds to growth and the volatile grocery storeplace for fruit and other natural ingredients whitethorn get d ca drill unpredictable price step-ups and as well dealer as an unpredictable future.Also, shifts in popularity of the fashionable complete harvesting movement may cause a decline in future revenues. However, both the charmer and the natural/wellness food food markets atomic number 18 ontogenesis rapidly and Clif barricade conk the gate restrain a vauntinglyr lot in these markets with the introduction of manife stly Clif. 2 advertize efforts for Clif dis broaden start out traditionally centre on cordial media and event support. The comp all aligns itself with promotions and activities that involve creation active and sustenance the community and the environment. accessible media, powder cartridge advertisements, a billboard, and a responsive website pull up s posits be the main media utilise to salt a air barely Clif to the betoken market of adults in the age twine of 18-40 who are concerned closely health and are non overly fol low-pitched cognizant. Campaign soundness give be determined by smirch sensory faculty, gross gross revenue volume, and the number of unique visitors to the website. A cheeseparing return on investment (ROI) leave determine the boilersuit effectiveness of the initial typify. The objects of the electioneering are to introduce alone Clif to the tail auditory modality and incr rest period general sensory faculty of the Clif finish shit.The key advertizing hassle that trains to be considered is the fact that manifestly Clif is a pre dish up convergence and offer be located in contrasting sections of retail stores than the other Clif harvest-homes. This problem give be addressed, in affair, by promoting obviously Clif on existing forget product box. The merc cash in ones chipsise strategy go out overly increase awareness of the immature-made tarnish and its location. The marketing strategy harps of soft touch media (billboards and powder store ads), genial media (Facebook, Twitter, Pinterest,YouTube), and other marcom tools to appreciation the bum earshot and create blur awareness for scarce Clif. 3 Situation Analysis Company Background The report for Clif Bar & Company started with a hertz journey by owner and render Gary Erickson. After peck several of the competitors stops along the ride, he thought I can put forward a better qualification bar than this (Schmidt, 200 5). This is famously known as his epiphany and later on two yrs of experimenting in his buzz offs kitchen, Gary finally created a bar that is now the driving force toilet a oversizely favored American company, Clif Bar.Clif Bar, named later Garys father Clifford, was offset introduced in family 1991 at a bike base in California. The fender Clif Bar was produced in triplet diametric smacks and the company enjoyed a showtime affectionate class success of $700,000. By 1997 Clif Bar surpassed the $20 million dollar mark. The company continues to happen before the market in native energy bars (Clif Bar & Company, n. d. ). The Clif Bar billet model is founded on five aspirations sustaining the planet, community, passel, business, and brands. Today, Clif Bar is produced and sell to a wide smorgasbord of take markets including men, women, and children.Some of The Clif Bar brands entangle Clif Bar, Clif Kid, Clif pang and Luna Bar, which is made for women. Currently, Clif Bar produces eight brands and offers some(prenominal) unique flavors of each (Clif Bar & Company, n. d. ). securities industry Trends Clif Bar manufactures and markets its products as being at least 70% native. The perfect market is intercommunicate to continue its growth by the yr 2015. radical food sales, which fiddle 4. 2% of all U. S. food sales, are up 4% from 2010. Sales of thorough food products increased 9. 4% in 2011 (Scott-Thomas, 2012).This growth has been driven mainly by increased consumer interest in health and environmental issues. 4 The smoothie market depart continue to experience potent growth in the upcoming geezerhood. accord to Global Industry Analysts, Inc. (GIA), the smoothie market is projected to slide by $9 zillion by 2015 (PRWeb, 2010). This is a market that cannot be ignored by companies that manufacture rosy, organic products such(prenominal)(prenominal)(prenominal) as Clif Bar. In a recent survey conducted by Technomic, septenary out of ten consumers lead purchase a beverage a commission from home more than twice a week, which is up 66% since 2010 (2012).Fueled by the success of the Clif torpedo energy gel products and proven big businessman to market items other than organic energy bars, the company has a large opportunity to develop and market a un employ product that depart tending nurture its line of legal foods and beverages. Regulatory Issues To entertain the integrity of the Certified constitutive(a) seal, the innate Standards Protection Act was introduced into legislation in 2012. This act would protect the integrity of the husbandrys National essendial syllabus seal and filter out any im postal serviceer that puts the organic industry and the organic brand at a dis concedeoff.This bill, however, was not enacted after its introduction to Congress on June 12, 2012 (News Desk, 2012). grocerying Efforts Although not known for its large marketing budget, Clif Bar has done a fair amount t o promote the brand and support the community. In 2011, the company ensnareed the two-mile scrap which comportmented to replace 100,000 car trips with bike survive surrounded by May 12th and October 31st. For this challenge, Clif Bar aligned themselves with such organizations as league for Biking and Walking, harmless Routes to School, and 350. org.The company has excessively contributed $100,000 in total to support this cause (Hyde, 2011). 5 Another recent marketing crowd involved Twitter. Users tweeted (with geo-tag) their location to the company and were sent a coupon for the companys Clif Mojo Go product (Treacy, 2012). Users were likewise entered into a drawing to win a Garmin GPS repute or other adventure railroad train (Treacy, 2012). In an effort to economise its product line recent and contribute to a good cause, the company introduced ternary different seasonal bars Spiced Pumpkin Pie, Iced Gingerbread, and peppermint candy Stick.These bars are offered do ne the end of December. Clif Bar donates 1% of the net sales from these products to the Winter Wildland Alliance (Clif Bar & Company, n. d. ). Although Clif Bar does not spend the majority of its denote dollars on traditional television and brand media, the company does aim their escapes at freehanded back to the community and helping the environment. SWOT Analysis Strengths Gary Erickson founded Clif Bar in September 1991. Since its inception, the company has been committed to cr consume a honorable and bonnie environment.Clif Bar fork outs its employees with excellent haveing conditions and was voted the 12th scoop up company to work for by Outside Magazine in 2012 (Megroz, 2012). Starting in February 2012, Clif Bar expanded its international benefit by fling its products in Japan. Weaknesses Clif Bar has faced more challenges since it introduced its products to consumers. Clif Bar is only chargeed on the production of good and organic products. The company has a lim ited keister market of 22-45 year old men who principally have a high up available income. Clif 6Bars publicize budget is press down than most of its competitors, do it hard to illuminate brand quotation. Opportunities at that place are many an(prenominal) key opportunities for Clif Bar to take advantage of in the coming years. First, the company has underwriten growth internationally with the introduction of its products in Japan. Also, the organic market is projected to see a significant 9% growth in 2013 (Scott-Thomas, 2012). With the introduction of precisely Clif all natural 100% organic smoothies, the company can now take advantage of another(prenominal)(prenominal) profitable market.The smoothie market is projected to reach $9 billion in 2015 (PTM Consulting, Inc. , 2010). Threats A threat for Clif Bar is major competition in its market. Odwalla and defenseless juice are major players with large advertising budgets and established brand recognitions that Clif Bar has to pay attention to. Along with increased competition, eating trends amongst consumers are in addition changing. Consumer eating trends conform leaving Clif Bar with a sore rear end market. Since Clif Bar has gone global, send away and shipping monetary values are on the resurrect.The organic market is profitable now and for the projected near future, but it business leader not always be that way. controversy The market for thinking(a) organic foods continues to grow. Clif Bar is immersed in a very war-ridden market with well-known Odwalla and Naked succus (Callahan, 2010). After a decision not to sell the company to Quaker Oats, for a reported $120 million in 2000, Clif Bar has continued to hold their own with the other major companies that it debates with (Wu, 2010). Clif Bar continues to bring in market luck within the nutrition bar manufacturers, and has recently seen a growth of 1. % in dollar share to an overall 9. 7% increase in 2011 (CSP, 2011). 7 Clif Bar continues to operate today as a privately held company with an estimated 311 employees (Clif Bar & Company, n. d. ). Key Problem to Be Solved Clif Bar generally has a large shelf divulge within stores equivalent REI, Kroger, and Life Time Fitness. This large display lets the brand to kiosk out amongst its competitors and spirited customers of virgin products. Those who are loyal to Clif Bar know exactly where to find the product in stores they typically frequent. plain Clif leave be pink slipd with a unseasoned logotype and impart be treated as a completely separate entity from the bar. The new product leave as well as come in the existing customer ft. Organic beverages that shoot refrigeration are located in a particular area of the store with a new logo and a new location, merely Clif go forth need to find a way to stand out on its own and play on the brand awareness generated from years of success in the bar industry. enjoin consumers to multiple areas pr esents a challenge, but its a challenge that Clif Bar aims to whip through its patently Clif marketing strategy. Key Strategic Campaign DecisionsObjectives The objective of this scat is to capture a substantial section of the fruit and vegetable soak up market from companies such as Naked Juice and Odwalla. exactly Clif provide focus on providing their key demo in writing(p), consumers 18 to 40 years of age, with an innovative new beverage that sets them apart from others in the market. This demographic plays an important fiber in marketing the product. only if Clif has the holy product for the active adult and his/her family. making consumers aware of the portability of this beverage result admit them to see that this is the i spate product for the gym, work, or school. Clif Bar & Co. eels that limiting initial advertising expenses is necessary to prevent over-extension and unnecessary cost. barely Clif leave behind use a large number of marketing media tools to sell the product. By engage pickup advertisements, billboards, affable media and other product displays only Clif allow for create a strong brand awareness and honour advertising costs at a minimum. As the noise level grows almost the brand other, plain Clif leave search the possibility of larger advertising venues such as television commercials. 9 evidently Clif result institute a one-year restance of performance and the effects of advertising on the bottom line.If market share growth and brand awareness increase at a strong rate, precisely Clif result look to add to the victorious hazards of the existing strategy and remove those they are not paying dividends. Clif Bar would like to capitalise on the 3%, biyearly decline of the 100% fruit juice market. With consumers ditching 100% juice due to the high sugar content, exclusively Clif believes capitalizing on vacated market share is attainable (Euromonitor International, 2012). merely Clif has the unadulterated p roduct at the perfect clip and is looking forward to a successful product assemble.Target Audience Focusing on men and women ages 18-40, alone Clifs primary object lens market is broader than Clifs authorized target market of men ages 22-45. simply Clifs target auditory sense impart consist of multitude that care near their health and bequeath focus more on quality than price. After the initial oneyear bleed, we, as the ad agency, hope that hardly Clif leave alone be profitable luxuriant to start using television ads along with social media to start reaching a more defined target market. only if Clifs secondary target market volition be defined as active adult men, women and growing families.Simply Clif ad scarpers bequeath target the parents who go out buy Simply Clif for themselves and share with their children. Simply Clifs target sense of hearing of adults 18 to 40 consists of 112. 8 million people and about 36. 5% of the U. S. present. This target consu ltation also includes 73% of the U. S. population under the age of 18 (Meyer, 2001). Targeting is how a company designs a specific communication strategy to disturb the references needs and wants and sight a product in the best ways to match those needs and wants (Moriarty, Mitchell, & Wells, 2012).Simply Clifs initial endeavor give consist of product displays in the stores that sell Simply Clif and Clif Bars. Additional advertising provide be 10 billboards, magazine ads and social media. As Simply Clif brand recognition grows, so allow sales and the capital to go after the more specific target audition of active parents and their active kids through television commercials and social media outlets. The second scarper go out focus more nowa long time on the active adults ages 25-40 with active children ages 5-17.As of 2010, in that respect are 81,345,554 U. S. citizens between the ages of 25 and 40 years of age, which consisted of 26. 4% of the U. S. population. That lik e year, in that location were 61,297,467 U. S. citizens between the ages of 5 and 17, which was 20. 4% of the population (Infoplease, 2010). These key groups are becoming more health conscious and are making healthier life woofs for themselves and their children. About 24% of the Echo Boomers (ages 18-34) and Generation X (ages 35-46) are limiting their daily intake of sugar and sodium (Bouchard, 2011).This campaign entrust focus on men and women between the ages of 18 and 40 by strategically placing commercial advertisements on lark abouting events, television programs, and social media outlets. Brand Position Simply Clif is being positioned as a health conscious, environmentally friendly company. The company uses recyclable materials and hopes to stag sporting events to further position itself as a wakeless brand. Simply Clif competitors products in the smoothie market are exchange in the same stores where Simply Clif provide be sold, and as such, intend to take a raft of that market share.Simply Clif is a nutritious fruit smoothie drink that comes in different flavors that testament fulfill your thirst and appetite at the same time. This new product is not meant to compete with products like weight tucker out supplements, but instead with fruit and vegetable drinks. Simply Clif volition eventually become the healthiest choice on the shelf. 11 Campaign Strategy After analysis of the afoot(predicate) state of Clif Bar & Company, we have determined that Clif Bar is in a position to ensue in introducing the Simply Clif brand of organic smoothies.The SWOT analysis indicates strong growth of both the smoothie market and the organic foods market. Consumer interest in water-loving, organic, delicious and environmentally friendly products will continue to rise in the future and the Simply Clif campaign strategies are aimed at securing a portion of the market share from submit competitors such as Odwalla and Naked. Strategy 1 Brand Awareness Providi ng brand awareness to the target audience will be congenital to informing the public that there is another option other than juice and sports drinks.The smoothie will be a runty more like a beautiful meal or snack than except a healthy drink. This also provides an opportunity for Simply Clifs healthy smoothie drinks to obtain their initial brand recognition and grow within Simply Clifs first year of operation. Print ads will be the primary form of advertising. Strategy 2 Flavor Options One of the goals of the campaign will be to provide awareness of the smoothie flavor options. The target consumers will also need to be amend on the differing nutritious flavors that will blow over hunger, satisfy thirst, and provide an enjoyable taste.Print ads, social media and ingest will be utilise in this effort. Strategy 3 military position of Product There will be a strong concentration on product and advertising placement. Location of products and ads will be in target consumers sce nery at eye level in party stores, gyms, gas stations and health food stores. 12 Strategy 4 Expand Target Audience This campaign will expand the target market to both males and females. Clif Bars current market are males, ages 22 to 45, with high disposable income. Expanding to a target audience that value the commitment to clean, healthy life environments, which match the lients goals will include males and females ages 18-40. This campaign will also set the target audience of all the onward motions Simply Clif Organic smoothies provides to the consumer. Advertising the organic ingredients should entreaty to the female audience along with acquiring the smoothies to their families. Strategy 5 Gain Market Share Simply Clif will take a portion of the market share from companies like Naked Juice and Odwalla dapple at same time, providing the target consumer with a different type of drink that separates itself from the juice and vegetable market.Clif Bar plans to be the first ener gy bar company to introduce a smoothie line, which will provide the node with a competitive advantage. Depending on how much market share the smoothies set ahead in the USA, the client can aim to launch the smoothie product in Japan in 2014. Japanese enculturation is more focused on selfimprovement. This should provide high brand awareness with the launch of Clif Bar in 2013. The growing international market share is a long opportunity for the client. Marcom Tools Print media ? billboards near gyms, sport arenas, cafes, highways near large businesses viewed by consumer base ?Sports and health and fitness magazines ads distribution 13 kindly media ? Social media and mobile front tech savvy target market, denomination of mouth through social media Twitter, Facebook, Pinterest, YouTube ? Displays with sampling the new smoothies sporting events, health stores, grocery stores Other Tools ? Coupons set in magazines, emails, post cards and other products before long sold by Clif Bar product line ? SQR marks provides coupons and sport bits of schooling of how Simply Clif helps benefit consumers lives. ? Also, advertising on Clif Bars organic smoothie bar already in circulation.Simply Clif is being positioned as a health conscious, environmentally friendly product. The client uses recyclable materials that will also be used by in the breeding of other Simply Clif products. Simply Clif also hopes to start a new market for healthy, meal like smoothie drinks that are not a weight loss product. Media Strategy Media Objectives The objective of simply Clifs media strategy is to reach its target audience that consists of 18-40 year old adults searching for healthy ways to live their lives. This target watches what they eat and they live healthy active lives.They pick to eat a balanced healthy diet that includes 14 100% organic foods. Simply Clif will reach a large percentage of its target audience in different ways end-to-end a one-year span. One way it will r each its target is through health management magazine ads. There will also be Billboard ads on busy freeways such as I-96 and 275. Another way is through Social Media, by hiring get off Social Media for one year. Lastly, through a responsive bailiwick website that will help Simply Clifs audience familiarize themselves with better eating and life story habits.Media Selection The ads in health and fitness magazines will help Simply Clif reach a large portion of the target audience. Simply Clifs target audience is technologically savvy and use social media outlets and the Internet often. This is how Simply Clif will increase brand awareness and utilize use-word-of-mouth advertising. Ignite Social Media will be hire to help Simply Clif reach their target through social media. When people see a friend nominate Simply Clif organic smoothies on their Facebook rapscallion, they will pay better attention to it the adjoining time they see Simply Clifs products.Ignite Social Media will help Simply Clif by featuring sports competitions and having Facebook and Twitter fans tag themselves allows their friends and families to see the pictures. YouTube would also be a commodious way to get Simply Clifs name out there by creating a contest where customers need to come up with creative ideas that are artless and organic once these videos are post the customers are actually helping Simply Clif spread their brand by batting order their own videos on showing their friends and family members.The master will win a years supply of Simply Clif Organic Smoothies and their video will be stick on on the responsive theme website. 15 Another way of reaching Simply Clifs target audience is by helping to sponsor a endurance contest in the summer. Taking pictures and posting them throughout Simply Clifs social media outlets allows the people participating to see their strikements and also to show off their efforts to their friends and family members. The billboards will be situ ated on roads where they can be easily seen, especially during rush hour.The billboards will have the catchy phrase Simply Awesome that is easy to read and remember. The ingenuous design of the billboard reflects the overall ingathering of Simply Clif smoothies. Lastly, the responsive themed website will allow Simply Clifs users to use the website with ease and clarity allowing them to enjoy every part of the website. These marketing strategies will get the Simply Clif name recognized and help reach Simply Clifs target audience. Media Planning and BuyingMagazines According to Media Broker International (MBI) website, earthy SOLUTIONS Magazine is a USA magazine covering Health. indispensable Solutions, formerly authorise Alternative Medicine magazine, is a solution of culture on choice therapies and products. It guides and inspires its readers to make informed decisions about their health and public assistance in every facet of their lives. Natural Solutions magazine is the most trusted source readers turn to for help in making decisions about their health and wellbeing (MBI, 2013).The magazine is issued to ages 18-54 and is issued nine times a year, with a total circulation of 225,000. A black-andwhite advertisement that is two-thirds of a page will cost $10,820. 00 per issue. Simply Clif will dissipate advertisements in quadruple issues of Natural Solutions magazine. 16 MBI also states fittingness fall by the waysides strategies and tools that help women make little changes to achieve big success. With a you-can-do-it attitude, our workouts, health and beauty advice, diet plans and success stories touch off readers to get strong in mind, frame and spirit.The magazine empowers women to embrace fitness as a life style not an age or dress size and to change the conversation from skinny to healthy (MBI, 2013). This magazine is issued ten times per year, to ages ranging from 18 to 64, and circulates 1,500,000. A half-page ad with four colors will cost $98,490 per issue. Simply Clif will distribute advertisements in four issues of Fitness magazine. Lastly, MBI stated, PARADES HEALTHYSTYLE fresh dynamic, approach to the latest health, food,fitness and nutrition information (2013).It gives you insight into the latest about the healthy recipes and modus vivendi you need to adapt to let out a newer you. Parade healthy lifestyle addresses issues like mens & womens health issues tackling the gay problems that they encounter (MBI, 2013). PARADES HEALTHYSYLE reaches an audience from ages 25 to 54 the magazine is issued 11 times per year and circulates 8,000,000. A half-page ad with four colors will cost of $163,200. 00 per issue. Social Media Ignite Social Media will have a great(p) deal of impact on Simply Clifs social media.As mentioned before they will have special events that will connect them to Simply Clif and the rest of their target market. Ignite Social Media will also be in charge of all the social mesh topology site e diting and ensuring the information is up-to-date. Ignite Social Media will be hired for 1 year at a total cost of $15,000. 17 reactive Themed Website Lastly, the responsive theme website allows the viewer to view Simply Clifs website at any size on their screens, they can maximize the screen and be able to see the built-in website including all the ads.If the viewer pertinacious to minimize the screen slightly the website will re-adjust itself allowing the viewer to still view the complete website but with minor ads. Message Strategy Key Consumer Insight The brand means of Simply Awesome is intentional to pushover the consumers attention and drive the consumer to canvass the bold statement. The strategy of the campaign is to be simple and clean, but also deliver a bold message. The message is designed to reach a target audience of 18-40 year old health conscious men and woman by stating that Simply Clif is simple and healthy.The brand message is designed to be a teaser that will create curiosity and drive the target audience to investigate why Simply Clif is Simply Awesome (Moriarty et al. , 2012). The target audience is looking for new products that have simple, organic ingredients that help them maintain their already healthy lifestyle. The target audience will be motivated to purchase Simply Clif because they are looking for healthy, organic foods that taste good. The Simply Clif campaign will feature trine different product flavors that will draw to the target audience.These three different flavor options will reinforce the come before that healthy foods can taste good and advertize the consumer to pursue healthier eating habits. The Simply Clif campaign is designed around the way our target audience attempts to live their lives, simple and clean. The campaign will speak to the target audience by introducing a product that contains only five natural ingredients, is gluten free, and is low in calories. 18 Main Objectives The main message object ive is to success honorabley launch the new Simply Clif organic smoothie into the growing organic market by offering the target audience a healthy, organic beverage.The campaign will capitalize on an increased interest in organic products sold in the marketplace. The overall sale of organic food and beverages in the United States has grown from $1 billion in 1990 to $26. 7 billion in 2010. The sale of organic foods and beverages has increased by 7. 7% from 2009 to 2010. Also, the highest increase in sales during 2010, were organic fruits and vegetables, up 11. 8% through 2009 (Organic Trade connector, 2011). These dramatic increases in organic food sales indicate a growing interest in consumers wanting(p) to live a healthier lifestyle.Secondary objectives of the campaign are to increase overall awareness of the product, suck up the fact that the Simply Clif Organic Smoothie is made of all natural ingredients, suggest the idea that the Simply Clif Organic Smoothie is a healthy mea l heterotaxy alternative, and to employ that our product is a higher quality alternative to Naked and Odwalla juices. The overall message of the campaign is to foreground the product as the highest quality, all organic smoothies on the market.Selling Premise The selling premise of the Simply Clif Organic Smoothie is to highlight the simple ingredients and healthiness of our product. The campaign will focus on clean living and the benefits of choosing an organic product over other non-organic products on the market. The Simply Clif Organic Smoothie is not only a healthy snack, but can be used as a meal replacement to help maintain a straight-laced body weight or as a recovery drink after strenuous exercise. The campaign will enforce the benefit of choosing the Simply Clif product by explaining how the 19 roduct can help an case-by-case live a healthier lifestyle by consuming organic products. self-aggrandizing Idea The Big Idea of the campaign is to introduce the new organic sm oothie into the marketplace as a simple, healthy, organic and clean smoothie drink alternative to high-sugar and high-calorie drinks currently on the market. The campaign itself is clean and simple and designed to mimic the product. The goal of the campaign is to have the target audience connect with Simply Clif organic smoothies as a way to help them continue to maintain their active healthy lifestyle.Other Marcom Tools In addition to the planned billboards, social media promotions and marking media advertisements placed in magazines, Clif Bar will also employ other marketing communication tools to enhance the campaign. Public relations activities, direct marketing, personal selling, sponsorships, point-of-purchase displays and special furtherance features will also be used to engage potential customers and increase brand recognition. Public Relations Clif Bar will submit a press release to introduce Simply Clif to the public.This press release will be referd at the beginning of the next quarter and will contain information about the new flavors and the benefits of drinking Simply Clif smoothies. Simply Clif will continue the Clif Bar tradition of livelihood healthy lifestyles by encouraging outside activities and helping the environment. The company will continue to work with organizations like the Alliance for Biking and Walking, Safe Routes to Schools, and 350. org. 20 Direct Marketing The direct marketing tools will include SQR codes and social media.These SQR codes will be strategically placed on the magazine advertisements, smoothie packaging and on other merchandise offered by Simply Clif. SQR codes will provide coupons and information about how Simply Clif can help benefit consumers lives. Also, direct marketing will occur through the presence of social media. Simply Clif has created Twitter, Facebook, Pinterest and YouTube accounts. These accounts will help in providing information and special offers to the target audience. These accounts will pr ovide more personal and agreeable interactions with consumers.YouTube will be used to announce offers and show mini-commercials of athletes drinking the smoothie and others having fun in the outdoors. Social media outlets will also increase word-of-mouth advertising and the brand recognition of the new smoothies. Personal Selling Because Simply Clif is a new product, personnel will be hired to hand out free samples of the new smoothies. The free sampling will occur at sporting events, college campuses, in health stores, and grocery stores. Also free lanyards will be given out to consumers willing to try all three flavors.Sponsorships As part of the announcement of Simply Clif, it plans to sponsor a triathlon in midsummer along with swimming, BMX and skateboard competitions. This will introduce the product to many athletes and consumers wanting an active lifestyle. These sponsorships will also hand out free merchandise, such as wrist bands, t-shirts, lanyards, and water bottles. 21 Point of Purchase Displays Large displays will be placed in locations where other Clif Bar products are currently sold. These displays will show the logo and provide the great benefits of the new smoothies.The displays will direct consumers to the refrigerated isle where the smoothies are sold. It will also provide a large SQR code to link the interested consumer to the Simply Clif website to gather more information and other offers. singular or Special Packaging Coupons will be placed with advertisements in magazines, sent to consumers through email, sent on individualise postcards to consumers of Clif products. Also, peel off coupons will be placed on other products currently sold in the Clif Bar product line.Another sales tool that will be used is introductory pricing. This is a new product, so a discounted price will be used to entice consumers to try the product. Campaign Management Key Players threesome roles will head up the media segment the art director, graphic design er and copywriter. The graphic designer is in charge of calculating the magazine ads that will be distributed (American Association of Advertising Agencies, n. d. ). The copywriter is in charge of creating and superintend the Simply Clif website.While working on their tasks, both the graphic designer and copywriter will give weekly reports to the art director to keep him/her informed of how the two areas are progressing. These reports will then be shared with the head of the marketing department. 22 Campaign budget Media costs will consist of one-page ads in the following magazines Natural Solutions, Parades Healthstyle, and Fitness. Other media costs include a billboard, social media service provided by Ignite Social Media, and the pertly developed Simply Clif website. Media Costs /3 page ad in inbred SOLUTIONS Magazine (4 issues $10,820 / issue) 1/2 page ad in FITNESS magazine = (4 issues $98,490 / issue) 1/2 page ad in PARADES HEALTHSTYLE = magazine (3 issues $163,200 / is sue) Billboard on I-96 & 275 Hiring Ignite Social Media for 1 year Responsive Theme Website Total Expenses = = = = $5,000 $15,000 $25,000 $971,840 $489,600 $393,960 = $43,280 For our operate in creating this ad campaign, our agency will charge $95 per hour, making an eight-hour days worth of work cost $760. Also, since we will be purchasing and 3 orchestrating the mixed types of media for our client, Clif Bar, we will also be charging a 15% media commission fee totaling to $145,776 to be made payable to the agency (Janet Fazio Advertising, n. d. ). rating of Effectiveness Evaluations will be conducted ground on the target market that Simply Clif shares with other products of its kind. The target demographic of men and women 18 to 40 years of age was chosen because those people in that age group are more apparent to engage in life-changing events such as eating healthier or having kids.Not only will Simply Clif satisfy the health food cravings of that age group, but it will also help in development strong and healthy children. By segmenting down into this life-stage sect of the population, Simply Clif will not only appeal to the main target audience, but also secure product loyalty among future generations (Moriarty et al. , 2012). Other smoothie brands used to weigh the effectiveness of the campaign will be Naked and Odwalla. twain brands appeal to youth and will serve as acceptable benchmarks to measure the ad campaigns effectiveness.Naked products are the more expensively priced of the two brands, with one 15. 2 ounce bottle retailing between $3. 19 and $3. 49 (The Nibble, n. d. ). One box of Odwallas smoothie product retails at $1. 49 (Beverage Industry, 2012). The size of the bottles affects the prices of the products, however, as Nakeds bottles are more than ikon the size of Odwallas bottles. Simply Clif bottles are 12 ounces and the retail price will be between $1. 49 and $3. 19 to provide the greatest value. Because the Clif Bar brand has not dea lt in the smoothie industry yet, comparing the success of the campaign will be relatively simple.Evaluation of the campaigns effectiveness will begin three months after the campaign has been introduced to the public. Effectiveness progress will be monitored every three months until the campaign has ended. At that time, a full 24 evaluation report will be conducted to jurist the success of the entire campaign. If Simply Clif is successful in taking a portion of the smoothie market share from Naked and Odwalla, the campaign will be deemed successful. The types of metrics used to judge whether or not the campaign was effective