MEDIA MARKETING PLAN

natural nutritious

Bridget Heredia, Kate Paulson, Clara Freebairn, Jamie Christianson

Table of contentsEXECUTIVE SUMMARY...........................................................................................

SITUATIONAL ANALYSIS..........................................................................................

COMPETITION........................................................................................................

SWOT......................................................................................................................

MARKETING GOALS................................................................................................

TARGET AUDIENCE.................................................................................................

CREATIVE...............................................................................................................

MEDIA OBJECTIVES................................................................................................

MEDIA STRATEGY...................................................................................................

MEDIA EXECUTION.................................................................................................

BUDGET..................................................................................................................

APPENDIX...............................................................................................................

Executive summaryIn 1984, the founders of Kashi envisioned the good

that real food can do. They understood that whole-

some food has the power to do more than give us

energy it can create positive change in ourselves

and in the world. Kashis pizza is made by the

Kashi Company, a division of the Kelloggs food

company. They offer six different types of frozen

pizza flavors, all made with whole grain ingredi-

ents.

Though the frozen pizza market is competitive,

Kashi has worked to become a recognized brand

over the years. Kashi is competing with big names,

such as Digiorno, Lean Cuisine, Organic Whole

Foods Pizza, Weight Watchers, and Amys. With

these big companies as competitors, Kashi recog-

nizes that they must strengthen their brand loyalty

with customers. This is the main goal their market-

ing plan aims to improve.

After much research and analysis, Kashi has estab-

lished three marketing goals they wish to accom-

plish through this plan. These are (1) Increase sales

by 15 percent to $40 million by end of next year.

(2) Increase organic food sales by 20%. (3) In-

crease awareness of the Kashi Pizza brand. With

these goals, they wish to increase sales and custom-

er loyalty.

In order to have an optimum campaign, Kashi has

a goal of 184 gross rating points per month. The

goal is to have a Reach of 80 and a Frequency

of 2.3. The six media chosen for Kashi to advertise

are Television, Magazines, Outdoor, Radio, Internet

and Sponsorship. The media will be divided into

national and spot advertising based on the goals of

each individual medium. Through these different

mediums, Kashi will target their chosen audience

and increase their sales goal.

2

Situational analysishistorical percpective:

Around 30 years ago, the founders of Kashi envisioned the good that real food can do. They understood that wholesome food has the power to do more than give us energy it can create positive change in ourselves and in the world.This sparked the idea that led them to explore nutrition from simple whole grains. Kashi discovered that, when combined, whole grains can provide important nutrition, while preserving the earth. Seven whole grains later, they were on their way to something big. This happened in 1984 and was the start of the 7 Whole Grains & Sesame blend. Today Kashi still values ingredients for their particular taste, texture and nutritional advantages.The approach to progressive nutrition from wholesome, real ingredients still inspires the foods they make and their mission to nourish people and the planet.

Kashi Pizza was introduced in 1992 with the tasty and nutritious Kashi Vegetarian Pizzas with a bran and grain crust.Kashi Pizza is made by the Kashi Company, a division of the Kelloggs food company. Kashi positioned its products as all natural, and they have trademarked the concept Kashi Seven Whole Grains & Sesame as a motto for countless of their products. The seven grains include whole

oats, hard red winter wheat, rye, barley, long grain brown rice, buckwheat, and triticale. The Kashi brand is best known for its line of natural cereals, snacks, crackers, and frozen waffles, with total sales for the entire Kashi brand at about $560 million.Despite lack of a definition for the term natural in the food world, the Kashi Company prides itself in its ability to fit into any of the FDAs future definitions of Natural foods. They use language that shows their pride in their nutritious ingredients. Kashi said this about their line of whole grain pizzas:

Weve been busy in our Kashi kitchen. Now, we are excited to introduce our All Natural Frozen Pizzas - a naturally nutritious and delicious addition to our frozen food line.The pizza crust is made with our signature blend of Kashi Seven Whole Grains & Sesame with flax seed and is stone-fired to bring out the natural flavors. Our pizzas are topped with real, wholesome ingredients - things like fire-roasted vegetables, tasty cheeses and all natural chicken. We take great care in combining these ingredients with flavorful sauces like our Tomato and Red Pepper Pesto.Kashi All Natural Pizzas are a wholesome and convenient option. Three delicious varieties are available in the freezer aisle of your local grocery or natural food store.

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competitionDigiorno Digiorno is the top ranked Frozen pizza brand with $1 billion worth of sales in 2013. Their claim to fame and their reviews all point to being flavorful and full of taste. They started out in Chicago in 1995. They have a half & half option so that people who like different toppings can enjoy their separate pizzas (2000). Digiornos doesnt claim to be healthy. They just claim on having a variety that satisfies all tastes. They do, however, have a 200 calorie portions for those who want a healthier portion for their meal; they started that in 2010. And in 2013, they came out with a thin and crispy spinach and garlic pizza with preservative free crust and no artificial flavors they dont say all natural or healthy but this is a healthier version of a pizza with a big brand name that people trust. Digiorno also has a pizza called Wheat harvest that is supposed to be healthier. Their company tagline is its not delivery, its digiorno. Even though, Digiornos not centering their campaigns and advertising around being natural or healthy, they have a huge customer base for their big name

brand. it was important to observe this brands techniques and media mix due to them being such a popular frozen pizza brand.PRICE: $5.47

Lean Cuisine: Lean cuisine has many frozen products and a high name recognition. On Lean Cuisines site, they in-clude the nutritional facts to their products just like Kashi does. Transparency with their food products is something that Lean Cuisine and Kashi have in common. Lean Cuisine has the Weight Watch-er points on all of their frozen products allowing customers who are on the Weight Watchers Diet to know exactly what they are putting into their body. They have great customer satisfaction and reviews, however, there is a bad review from drgourmet.com. The type of products they have that are within the category of frozen pizza are brick style, panini and frozen pizza. Lean Cuisines tagline is youll love the way it looks on you as well as oh so natural oh so good. Lean Cuisine was revamped and given a Thanks Lean Cuisine Campaign that centered around busy women still being able to have it all. Behind every successful women, is her microwave. Lean Cuisine has a loy-al facebook following with 55,000 facebook fans.

Organic whole foods pizza:Whole foods is a market that is all about being organic and healthy eating. On their site, Whole Foods is transparent by informing consumers of the ingredients they use, nutritional information and their method of making the product! They have an online ordering and catering option. Whole Foods is the first national brand to highlight its ground-breaking quality standards, healthy offerings and key milestones as a pioneer in the natural and organic food industry. Using the theme Values Matter primarily in television, print and digital advertisements, Whole Foods Market makes sure people know the origin of their products and the standards behind them.Whole Foods Market sells a 16 Cheese Pizza for $13.99. They also have varying prices depending on how many toppings the pizza has. One topping pizza is $15.24, two topping pizza is $16.49, and

three of more toppings is $17.74.

Weight watchers:With Weight Watchers being rated the #1 Best Plan For Weight-Loss, people trust their point-system which is included on all products that they are affiliated with. They have the name

recognition and have products that are at the nearest supermarket. The pizza that they have - Weight Watchers Smart Ones pizza has reviews of being 1) easy to prepare and 2) having a decent flavor and 3) price is great. However, people have complained that the pizza has too much sodium. Weight Watchers slogan is Where no food is a sin. Weight Watchers tagline is Do Something Good for Yourself.

Smart ones individual pizza price: $2.50

Trader Joes:Trader joes is a Market that started in 1958. Their positioning statement is We just focus on what matters great food + great prices = Value. At $2.49 for the bag of two pizza crusts, you can easily make your own cheese and pepperoni pie for less than five dollars. As of February 25, 2014, Trader Joes came out . This Market has name recognition, however, in 2011, their company had to recall 131,000 pounds of frozen pizza products found at Trader Joes stores because they contained an allergen not declared on the label.Trader joes tagline: Where less is morePrice: Trader Giottos Pizza 4 Formaggi ($3.99 for 13.4 ounces)

6

Amys kitchen:Amys Kitchen is the nations leading natural frozen food brand. They opened in 1987 and remain a family-owned and operated business based in Sonoma County, California. Amys products are available nationally in natural foods stores and most supermarkets. Their products advertise being organic before the idea of organic food had become well known, and when there were not many frozen options for vegetarians, Amys solved that problem by being one of the first to come out with frozen food products for vegetarians. In spite of the fact that many companies now produce similar products, Amys is still #1 in popularity and sales making them a huge competitor to Kashi. Most of their employment locations are in California, Oregon, and Idaho. All of Amys 250+ products are vegetarian and made with organic ingredients. Amys kitchen has a great business model and is VERY involved in the community and in organizations such as Kid Street Learning Center, OREworld.org, donating to tornado victims in Alabama, and the Painted Turtle. They are on youtube with their own channel where they post campaign videos and ads, facebook, they were on Oprah, pinterest, theyve had countless articles written about them and what their business stands

for. Whether they are on radio, magazines, TV, or in outdoor advertising, that information was not available. Recently (March 22, 2015), Amys issued a recall on organic products containing a contaminated organic spinach. Price: $ 5.89Tagline: We love to cook for youSales: Because Amys is a private entity, its annual earnings are not public knowledge. They reported gross sales of over $300 million on CNBCs How I made my Millions in 2012.

8

Strengths

Recognized brand that has been around for

about 30 years.

Wide range of pizza products: 6 different

pizza products available.

Appeals to consumers leading healthy

lifestyles: Pizzas are roasted with vegetables, rich

sauces and real cheese on top of a 7 whole grain

crust.

Reasonable price for the good quality pizza

product.

Transparency: Ingredients and nutrition facts

are exposed to the public (website and box).

Weaknesses

Consumers may have biased opinion about

healthy food products.

Lack of recognition among frozen pizza

market

Product sometimes not located within similar

product aisle

High price effects product sales

Opportunities

Loyal Kashi pizza consumers who prefer

healthier foods

Opportunity for exponential growth within

target market

Increase healthy lifestyle message in society

Threats

No exposure to Kashi products

Significantly higher price range than

competitors

Economic situations may affect the product

sales

Domination of competitive brands

swot analysis

10

1. Increase sales by 15 percent to $40 million by end of next year.

2. Increase organic food sales by 20%

3. Increase awareness of the Kashi Pizza brand

marketing goals

12

Specific Target Audience: Meet Jane, Jane is 32 years old and has been happily married for 8 years. She has 2 kids (ages 8 and

6). She makes about $70,000 a year. Jane graduated from Stanford University and works as an envi-

ronmental engineer. Jane and her family currently live in a beautiful home in Tampa, Florida not too far

from where she works. Jane commutes about 20 minutes to work each day. Jane is very health conscious

and always checks the ingredients and nutrition facts before she purchases food and groceries for her

family. Natural foods helps her body endure her long morning runs, her part time job, and her being a

mother of two young children. Motivational ads catch Janes attention as she is a very driven woman.

secondary Target Audience: Meet Joy, she just hit the big 50 but sure doesnt look like it. She still wants to feel young so she is very

conscious of what she puts into her body. She has been married for 26 years and now that her 3 kids are

grown and out of the house she has time for extracurricular activities. Joy and her husband both gradu-

ated from Florida State University where they met. Joys family makes about $100,000 a year. When

her husband is at work, Joy spends her time hiking in the nature trails of Tampa, Florida with her friends.

Twice a week, Joy teaches a yoga class at the local gym. She loves to stay healthy by being active and

cooking with natural ingredients. She is all about self-improvement and is always striving to be a better

person.

target audience

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Target Audience Frozen Pizza-Total Heavy Frozen Pizza

Hlthy Choice/Lean Cuis Prim

Fitness Lifestyle Kashi Cereal Primary

Gender Idx Idx Idx Idx IdxWORKING WOMEN 110 114 129 115 121RaceWHITE 105 105 102 112 114IncomeHHI $50000-$74999 101 98 79 114 97HHI $75000-$99999 111 115 120 148 144HHI $100000+ 103 98 138 170 165AgeAGE 25-34 114 122 109 128 95AGE 35-44 113 138 89 141 80AGE 45-54 103 100 117 102 123Education GRAD COLL PLUS 101 89 121 177 157CareerProfessional and Related Occupations

108.0 100.0 142.0 178.0 143.0

Management Business and Financial Operations

101.0 104.0 136.0 170.0 124.0

Sales and Office Occupa-tions

108.0 108.0 95.0 103.0 123.0

Martial StatusMARRIED 106 109 96 111 109PARENTS 120 146 110 114 74ChildrenCHILDREN 6-11 YEARS 120 156 115 127 75DemographicSOUTH EAST 109 108 25.6 74 87MIDDLE ATLANTIC 82 69 12.3 101 123PACIFIC- MKTG REGN (Test Market)

82 71 20.5 120 110

Tagline:

'Wholesome ingredients Never Looked So Good

communication objective:The goal for Kashi is to increase sales and make the public aware of the health benefits.

Positioning Statement:

Kashi is well known Kelloggs product for its whole-some ingredients, and whole grains. Though the product is more expensive, the ingredients that it contains make spending an extra dollar worth it. Kashi is well known product known throughout east and southern coastlines. Those who are loyal to Kashi understand that they are trying to make the culinary world a healthier and better tasting environment.

Seasonal:Other taglines and mottos can be used seasonally to help the product appeal to the customer by

applying to their life in the here and now. For the end of the year when it comes time to think about New Years resolutions, people can see that Kashi can be a new part of their life--they will see how Kashi can make a positive change:

We want to:

Make Kashi a part of your New Years ResolutionSpring clean your body with Kashi 7 Whole Grains and nutrients

Promise

What Kashi can promise is that it will provide its audience with wholesome ingredients and whole grains. That will benefit your body and mind.

Tone

Kashi will provide an upbeat tone that addresses the target audience of working women. It will be encouraging to them to eat healthy and be active.

Creative

18

In order to have an optimum campaign, Kashi

should have a goal of 184 gross rating points

(GRPs) per month. The Reach will be between

20-30 and the Frequency will between 1-2. The

Ostrow Model can be found in the appendix to

reference how the frequency was calculated. The

budget for the year is $3,000,000. This is more

specifically divided into months and media.

The heavy months are March, April, October,

November, and December. The method that will

be used is pulsing except for network television.

Network television will be flighted and used only

during the heavy months.

The target market for this campaign is specifically

the Southeast Pacific region of the United States.

This is where the spot markets are clustered (Tam-

pa,-St. Petersburg, (sarasota), FL BDI: 123.2 CDI:

127.1 EV% 2.2; Orlando-Daytona Beach - Mel-

bourne, FL BDI: 114.5 CDI: 115.9 EV% 1.8; Green-

ville-Spartanburg-Asheville-Anderson, Anderson,

SC-NC BDI: 116.2 CDI: 130.8 EV% 1.1; West Palm

Beach - Ft. Pierce, FL BDI: 134.3 CDI: 112.9 EV% .9;

Greensboro-High Point Winston Salem, NC BDI:

112 CDI: 124).

The spot markets were chosen based on the area

brand sales, category sales and estimated value.

These markets show both promise for increasing

Kashi sales and the potential for growth in the

blossoming frozen pizza category. Through this

campaign the hope is that both brand and catego-

ry sales will increase through developed awareness

and interest in the Kashi frozen pizza brand.

The budget consists of $3,000,000. 9% goes to

Radio, 15% goes to Magazines, 37% goes to Cable

TV, 3% goes to Network TV, 24% goes to Out-

door, and 13% goes to Internet. With this media

mix, Kashis share of voice (SOV) will increase

from 0.71% to 9.81%---a significant increase that will

cause increased brand and category awareness.

Media objective

20

media strategyKashis best option for media planning is a pulsed

approach to advertising. This combination of

continuous and flighted advertising will give the

target audience the best chance to be exposed to

the Kashi frozen pizza line.

Due to the pulsing approach, there are some

months where the advertising is heavier than other

months. Based on the seasonal tagline-campaigns,

the heavy months are in spring and at the end

of the year preparing for New Years Resolutions.

Specifically, the heavy months include March,

april, November and December. October begins

to increase into the end of the year, but is not as

extreme as the following two months. A visual

representation of this information can be found in

the Scheduling Pattern Chart.

This plan uses both national and spot advertising

in order to reach specific markets and other

Kashi-lovers throughout the nation. Using both

National and Spot advertising gives target

audience members outside of the target markets

exposure to the brand. Additionally, the magazines,

internet and television chosen for the campaign

are conducive to a National campaign while the

radio, sponsors and outdoor advertising fit to a spot

market campaign.

Spot Markets: (based off BDI, CDI, and EV%) top 5

Tampa,-st. petersburg, (sarasota), FL BDI: 123.2

CDI: 127.1 EV% 2.2

Orlando-Daytona Beach - Melbourne, FL BDI:

114.5 CDI: 115.9 EV% 1.8

Greenville-Spartanburg-Asheville-Anderson,

Anderson, SC-NC BDI: 116.2 CDI: 130.8 EV% 1.1

West Palm Beach - Ft. Pierce, FL BDI: 134.3 CDI:

112.9 EV% .9

Greensboro-High Point Winston Salem, NC BDI:

112 CDI: 124

Also recommend: Albuquerque- Santa Fe, NM

bdi: 120.8 cdi: 110.2 EV% .9

22

24

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testi ut optibus reperum, totaspernam doluptatia

quia qui cus eliqui conemo vollenis ex eius, odio.

Ebis sinum eius et amet aut quundis mollesc ien-

duci nonet volorero berum volor seque numendam

faceribus digendanis dem. Ur sunt.

Aliquam et et doluptati ipici debitiusam, to que

eum aciae eum sentis et res cusciam quam es en-

digen derumque eat am, ut expliqui tem voluptas

volutem ulpa inctusam dictur, a dollore, vendame

por secusam et ut qui autemporit lantias qui ipsum

faceaquatur recum harunt asimagnimus pra por-

essi arume sit est et ium volum es pedipsum, sunt

utation el in comnist eatiatur sitatur?

Ut fugiatu ribus. Evendantum quis nonsedi aut

fuga. Ipiet faccus ut omni consequiam, aut aut vo-

luptatis ne vel expelis nos es doloren tiatem quati-

bus voloreius et maiorru ptatquatio. Rum eos inci se

dolorer itinven ienditiunto etur aut laborro quidell

atiandunt reria nimus dolendem solorat.

Nit, tem fugia nisqui qui sitassusam, nossita turentis

eaquo in nobis repelendis eossuntibus excea aut ut

eatquaeped molupie necaborum verum eatis ut

vero blaut ut as volecum aspercia nos ipsam, con

eos res a nobis adicae. Nam a num verum, que

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Media executionThe six media chosen for Kashi to advertise are

Television, Magazines, Outdoor, Radio, and Inter-

net and we recommend Sponsorship. The media

can be divided into national and spot advertising

based on the goals of each individual medium.

Television includes both Cable and Network. Both

of these categories will have national coverage.

However, while the cable channels are continuous-

ly advertising, the network channels flighting will

be used during the heavy periods of the seasonal

campaigns. Based on the target demographic and

the audience index numbers, the optimal TV types

for Kashi include:

Pageants/Specialty

Reality Based

The television stations include:

ABC Network

CW Network

ABC Family

Cooking Channel

Hallmark

TLC

Magazines are also a national medium. Based on

the target audience interests and audience demo-

graphic the best type of magazine to advertise

Kashi is:

News and Entertainment Weekly

Better Homes and Gardens

Parents

Cosmopolitan

Outdoor advertising is a spot advertising medium.

As a result, the outdoor advertisements will be

located in Tampa,-st. petersburg, (sarasota), FL,

Orlando-Daytona Beach - Melbourne, FL, Green-

ville-Spartanburg-Asheville-Anderson, Anderson,

SC-NC, West Palm Beach - Ft. Pierce, FL, Albu-

querque- Santa Fe, NM and Greensboro-High

Point Winston Salem, NC. Within these markets,

to best utilize the outdoor marketing, it will include:

75 Showing

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Ne maiost occus plabo. Nequi tempere catibusciis

dolorpore perro doluptae sit reserfernat et, vendi

qui to et accum quaecab oriant hita voloratenim

expersp erumquam re, te ne sequossintia nis autas

maiorib uscipid emperibeat.

Luptat iliquianimus re num, sunt autatius eossin con

rem as aut faccabo reictemposa voluptatur, eatatur

epuditi underibus, voluptiae rerestia dolorenia con

plistia tempossequi quam, sequiat ionsequi dolor-

estiis voluptatur, con estisim fugiae. Et et dolorru

ptatur adisita tetur?

Apercia corecat urectas estibea sequidio et autem

re et qui doles velissitatet is ape parunt restio qui

testi ut optibus reperum, totaspernam doluptatia

quia qui cus eliqui conemo vollenis ex eius, odio.

Ebis sinum eius et amet aut quundis mollesc ien-

duci nonet volorero berum volor seque numendam

faceribus digendanis dem. Ur sunt.

Aliquam et et doluptati ipici debitiusam, to que

eum aciae eum sentis et res cusciam quam es en-

digen derumque eat am, ut expliqui tem voluptas

volutem ulpa inctusam dictur, a dollore, vendame

por secusam et ut qui autemporit lantias qui ipsum

faceaquatur recum harunt asimagnimus pra por-

essi arume sit est et ium volum es pedipsum, sunt

utation el in comnist eatiatur sitatur?

Ut fugiatu ribus. Evendantum quis nonsedi aut

fuga. Ipiet faccus ut omni consequiam, aut aut vo-

luptatis ne vel expelis nos es doloren tiatem quati-

bus voloreius et maiorru ptatquatio. Rum eos inci se

dolorer itinven ienditiunto etur aut laborro quidell

atiandunt reria nimus dolendem solorat.

Nit, tem fugia nisqui qui sitassusam, nossita turentis

eaquo in nobis repelendis eossuntibus excea aut ut

eatquaeped molupie necaborum verum eatis ut

vero blaut ut as volecum aspercia nos ipsam, con

eos res a nobis adicae. Nam a num verum, que

eiur?

Radio is also a spot medium. In these markets,

the drives to and from work (morning drive and

evening drive) are the best times to target working

women. During the day is the best time to target

moms and other women. Based on a result the

best radio formats to advertise Kashi include:

Local Radio

Weekday 6am-10am

Weekday 10am-3pm

Weekday 3pm-7pm

Because of its wide coverage, Internet is a national

medium. After consulting the target audience and

Internet audience the Internet websites that are

best to advertise Kashi include:

PBS.org

whitepages.com

groupon.com

hotels.com

weather.com

weatherbug.com

Sponsorship is Kashis non-traditional medium of

choice. Sponsorship is a spot advertising group. This

includes giving money to different events, mara-

thons and races to promote the brand and products

in the spot markets. Some of the races or events

include:

Color Fun Run in South Florida

Chosen Marathon in Tampa

Melbourne Music Marathon Weekend

30

32

Justification Kashis last years sales were $36,000,000.

Kashi wants to increase their sales by 15% which

would come out to $41,400,000 worth in sales.

With increasing their budget from $197,000 to

$3,015,000, their sales will exceed the 15% increase

that they are looking for.

Another reason that the budget needs to be raised

is because we need to compete with the com-

petitors. Digiornos spends $22,000,000. Just on

Harvest Wheat, they spend $3,000,000. Healthy

Choice spends $3,000,000. And Lean Cuisine

spends $100,000. Kashi has a very low budget

compared to most of these companies which are

their competitors. They need to be more aggres-

sive in reaching their target audience which is only

possible by increasing their budget.

Nation

Out of all the competitors, Digiornos had the best

media mix because they use a variety of media

which was helpful in determining the media mix

for Kashi. Digiornos use Television (Heavy) index

102, Internet (Light) Index 106, Radio (Heavy) in-

dex 106, Newspapers (Light) Index 107, Magazine

(Heavy) index 104.

Budget

34

36

appendix

38

!

Frozen Pizza-Total

Heavy Frozen Pizza

Hlthy Choice/Lean Cuis Prim

(000) Idx (000) Idx (000) @;CB> DC ?@D<

40

Ostrow Model

Marketing Factors That Affect Frequency

Established brands/New brands -.1High market share/Low market share +.2Dominant brand in market/Smaller, less known brand +.2High brand loyalty/Low brand loyalty -.1Long purchase cycle/Short purchase cycle, high volume -.2Product used occasionally/Product used daily -.1/Need to beat competition +.2/Adv. To older consumers/children +.2Total: +.3

Copy Factors That Affect Frequency

Simple copy/Complex copy -.1Copy more unique than competition/Copy less unique than competition -.2Continuing [old] campaign/New copy campaign -.1Product sell copy/Image type copy -.1Single kind of message/More difficult kinds of messages -.2To avoid wear out: New messages/Older messages

+.1Larger ad units/Small ad units +.1Total: -.5

Media Factors That Affect FrequencyLower ad clutter in media mix/Higher ad clutter in media mix +.1Compatible editorial environment/Non-compatible environment -.1Attentiveness (to media) high/Attentive (to media) low -.2Continuous schedule campaign/Pulsed or flighted campaign -.2Few media used in media mix/Many media used -.2Opportunities for media repetition/Fewer opportunities +.1Total: -.5TOTAL: +.3 -.5 -.5 -.7

Ostrow: -.7Benchmark: +3Frequency: 2.3 42

Meet the teamKate: Kate was the team leader of Kashi Frozen Pizza

Campaign. She is a Communication major with

an emphasis in Public Relations and a minor in

Communication Management. Kate was in charge

of researching Kashis competitors, narrowing the

target audience, and determining Kashis new

budget and media mix through data analysis.

Kate guided the team by delegating tasks to each

group member and configuring due dates for each

section.

Bridget:Bridget was born and raised in Houston, Texas.

She will graduate in July 2015 with a Bachelors

in Communication for Public Relations and Visual

Media. She loves anything related to PR, designing,

and photography. Her role in this campaign was

writing the executive summary, situational analysis,

scheduling pattern chart and designing the entire book and PowerPoint.

Jamie: Jamie is a Communication major with an emphasis

in Advertising. She enjoys researching and learning

how to make a company look better in their

advertising and public relations.

She worked on the BDI, CDI, EVI%, marketing

objectives, appendix, creative brief, and

determining Kashis new budget and media mix

through data analysis

Clara: Clara is a Communication major with an

emphasis in Public Relations and a minor in Visual

Communication. She is a Colorado native from

Colorado Springs, CO. She is interested in events

management as well as public relations agencies

and campaigns. She also loves social media and

writing. Her role in the campaign consisted of

planning, data analysis, statistical analysis, history,

media objectives, media execution, and determining

Kashis new budget and media mix through data

analysis. 44