kashi campaign

PUR3000 Section 3948 Program Planning Project

Jaclyn Rosen, Rory McCormack, Samantha Stein, Jamie Given, Rebecca Binford and Rebecca Drescher

4Kids!

Appendix

Slide 1……………………………………………IntroSlide 2……………………………………………AppendixSlide 3………………………………..Situational AnalysisSlide 4…………………………………………..ObjectivesSlide 5………………………………….Target AudiencesSlide 6-8………………………………………...StrategiesSlides 9-10…………………………...Objective 1 TacticsSlides 11-12………………………….Objective 2 TacticsSlides 13-14…………………………Objective 3 TacticsSlides 15-17……………………………………..EvaluationSlide 18……………………………………....Key Messages

Situational AnalysisStrengths Opportunities

Weaknesses Threats

- Loyal Kashi consumers- Advocates health and well-being within society- Substantial continuing growth within target market- Ability to easily reach offspring of target market

- Leader in nutritional foods- Brand recognition- High consumer loyalty- Recent product expansion into frozen foods, snacks and cookies- Diversity in suppliers- Appeals to middle-aged women and heath-conscious adults

- Vast market of competitors- High costs lead to expensive products- Targets a narrow audience

- Significantly higher prices than competitors; rival products have lower prices- Rival products with immediate brand recognition for multiple target groups

Objectives1. Increase awareness of kid-friendly products by 15% by

2013 among elementary and middle school-aged children.

1. Increase visitor traffic to Kashi’s website by 20% by the end of the 2013 school year among both children and adult audiences.

2. Increase sales among middle-aged adults with children by 15% by 2013.

Target Audiences1. Elementary and middle school-aged

children2. Middle-aged adults with children

Strategies:Objective 1: Increase awareness of kid-friendly products by 15% by 2013 among elementary and middle school-aged children.

1. Increase product advertisements in elementary and middle schools.

1. Increase product advertisements and product awareness through television networks with similar target audiences. Build relationships with nationwide organizations dealing with children’s fitness and health or entertainment to reach a broader audience.

Strategies:Objective 2: Increase visitor traffic to Kashi’s website by 20% by the end of the 2013 school year among both children and adult audiences.

1. Increase interactivity on the website, making it more appealing to children.

1. Implement discounts through the website for loyal customers.

Strategies:Objective 3: Increase sales among middle-aged adults with children by 15% by 2013.

1. Increase awareness of scholarship and donation programs.

2. Spread nutritional information and company’s kid-friendly products through television programs and parenting magazines aimed at middle-aged adults with children.

Tactics: Objective 1Strategy 1: Increase product advertisements in elementary and middle schools.

Tactics:1. Increase product advertisements on vending machines, milk

containers and other products distributed in their schools featuring games or cartoons to entice children to look at the advertisements.

2. Sponsor events that support healthy minds and bodies like Family Math Night or after-school “Mommy and Me” programs, where children and parents can sample Kashi’s new kid-friendly products.

Strategy 2: Increase product advertisements and product awareness through television networks with similar target audiences. Build relationships with nationwide organizations dealing with children’s fitness and health or entertainment to reach a broader audience.

Tactics:1.Announce partnerships with certain television networks like Cartoon Network or Nickelodeon and create a giveaway sweepstakes featuring a new Kashi product and exclusive Cartoon Network/Nickelodeon t-shirt.

2.Feature advertisements for Kashi products in videogames targeted towards boys. This will be a great subconscious way of targeting young boys, including on billboards in racing or NASCAR games.

Tactics: Objective 1

Strategy 2: Increase product advertisements and product awareness through television networks with similar target audiences. Build relationships with nationwide organizations dealing with children’s fitness and health or entertainment to reach a broader audience.

Tactics:3. Sponsor or co-plan events with nationwide non-profit organizations to further solidify Kashi’s reputation of being a leader in healthy living. Plan events to retain Kashi’s current loyal consumers and reach partnering organization’s followers.


Strategy 1: Increase interactivity on the website, making it more appealing to children.

Tactics:1.Feature codes on the inside of boxes to unlock new levels and rewards for games on the Kashi Kids website. As the player earns a certain number of points through the educational games, they will be eligible to receive free Kashi Kids t-shirts and other giveaways. This will create an incentive for children and parents alike to view the Kashi website.

2.Create games and short, entertaining videos featuring characters from the partnering television network, which would educate kids on the benefits of eating right and ways to stay healthy.


Strategy 2: Implement discounts through the website for loyal customers.

Tactics:1.Feature buy 5, get one free discounts for registered “Our Kashi Family” members. These members are loyal Kashi consumers with a family to look after; the discounts will help mitigate Kashi’s high costs for families struggling in the current recession.2.Feature exclusive monthly coupons for 15% off products for registered “Our Kashi Family” members through the website.


Strategy 1: Increase awareness of scholarship and donation programs.

Tactics:1.Partner with Teach for America or other nationwide non-profit to create Kashi-sponsored events in big cities where all the proceeds go towards helping at-risk students and education. This will boost morale and help demonstrate Kashi’s dedication to children and education.

2.Create a “Box-Top” type of program that’s linked to the website. Instead of sending in tops for rewards for the consumer’s school, consumers can send in codes easily and effectively through the online database. This will increase traffic to the site while also helping students raise money for their schools.


Strategy 2: Spread nutritional information and company’s kid-friendly products through television programs and parenting magazines aimed at middle-aged adults with children.

Tactics:1.Partner with NBC’s early morning talk show “The Today Show” and plan a month-long event on healthy living. Kashi will sponsor the event and feature videos every week to increase awareness of the importance of what you feed your children.

2.Run a campaign with celebrity mothers, like Angelina Jolie, emphasizing the importance of healthy living. Sponsored events can include a “Mommy and Daughter” fashion show followed by a Q&A on healthy foods by Dr. Oz, with Kashi samples and t-shirt giveaways throughout the event.


Objective 1: Increase awareness of kid-friendly products by 15% by 2013 among elementary and middle school-aged children.

Evaluation Method:1.Conduct research of the current awareness levels of Kashi kid-friendly products as a survey among elementary and middle school-aged children asking whether or not they recognize this brand or product. The survey will be conducted through schools’ health awareness programs or during health awareness campaign weeks in classrooms. Results from the survey will be compared from before the campaign to results after campaign completion in 2013.

Evaluation

Objective 2: Increase visitor traffic to Kashi’s website by 20% by the end of the 2013 school year among both children and adult audiences.

Evaluation Method:1.Research the current number of hits to the Kashi website and reassess the number at the end of the 2013 school year to determine if the 20% increase was achieved. Adding interactive games and videos will attract the younger target audience; while discounts and coupons for registered “Our Kashi Family” members will attract the older, parent audience.

2.Conduct a survey for each individual, non-repetitive visit to the site simply asking the age of the individual.

Evaluation

Objective 3: Increase sales among middle-aged adults with children by 15% by 2013.

Evaluation Method:1.Research the level of current sales among individuals with children between the ages of 25-50 and then reassess the number at the end of 2012 to determine if the 15% increase was, in fact, achieved.

Evaluation

The delicious foods kids want to eat!The healthy foods moms want to buy!

Key Message

KIDS KRAVE KASHI!

kashi campaign

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