Valery FregosoBecky Justman

SITUATION Due to weaker than expected sales for the third quarter of 2013,

Kellogg’s Co. is planning to cut its global workforce by 7% over the next four years as an effort to cut costs. As an alternative to cutting the workforce, we’d like to propose a plan that would lead to increased sales, revival of the company image, and the gaining of prospective customers.

Kellogg’s “Stripes for Sports” program allows consumers to collect “pawprints” located at the top of every Kellogg’s product and turn them into their schools to redeem funds for struggling athletic programs. Schools have the option of having a “representative” register and start up the program at their school.

With Kellogg’s being a top sponsor for the Little League world series, the program will open up doors for the company to support overall fitness and involvement with other youth athletic programs.

The goal of the project is to provide public schools with funds intended to go towards the start-up of intramurals, scholarships so that underprivileged students can participate, and update the current equipment and resources available in physical education classes.

OBJECTIVESInformational Objectives:To expose our audience to the new Kellogg’s program and to

gain general awareness about our suffering athletic programs in K-12 schools. We would like to sponsor as much funding as possible for suffering physical education and intramurals in these schools.

Motivational Objectives: To increase our company sales by 15% and to secure 100

media placements in mainstream outlets such as newspapers, blogs, catalogs, and commercials.

TARGET AUDIENCEIncludes:• Families-Parents, children, moms• School officials- Principals, superintendents, treasurers• PTA members• Educators- classroom and physical education teachers• Coaches• General Kellogg’s customers and publics who care and

might want to help out• Anybody that could be a potential representative for their

school

Judy Wildrow is a mom of three with two of her children being of elementary school age and one of middle school age. She is the

Head of PTA at the elementary school and wants to keep her children active while eating right. Judy’s middle school son is a

member of his school’s soccer team and they need new equipment for the season that the school cannot afford. Judy

will volunteer to register their school to collect the paw prints needed to earn the necessary equipment.

PERSONA

STRATEGIES• To make sure that Tony the Tiger is an active mascot for the

Stripes for Sports program while also encouraging children and their families to eat Kellogg’s products.

• To build relationships with our sponsors and the key partners needed to allow our program to succeed.

• To develop a strategic media outreach campaign that focuses on gaining awareness towards this new program by holding events and hosting conferences across the nation.

TACTICSNews Release Apr 26, 2005Tony the Tiger and his ALL-Star Friends help Kids Earn Their StripesBattle Creek, Mich.- Tony the Tiger and his all-star friends- soccer legend Mia Hamm, pro skateboarder

Tony Hawk and NBA star Kevin Garnett- have joined together to encourage kids to get active, eat right and work hard to achieve all of their goals. The all-stars’ efforts are apart of an initiative sponsored by Kellogg’s Frosted Flakes that is designed to help kids build their confidence, stay fit, and at the same time have fun.

“I’m very excited to be working with Kellogg to show kids that fitness can be fun,” said Hamm. “Our goal is to encourage young people to work hard, eat right and stay active. Experts know that if kids are physically fit it helps give them the confidence to succeed in other parts of their lives.”

The highlights of the new initiative is “Tips from Pros,” offering insider tips and challenges from Hamm, Hawk and Garnett. Kids can access the tips via a CD-ROM available in packages of Kellogg’s Frosted Flakes. The CD will take kids to a special website, where they will find exclusive training videos featuring each athlete, encouraging kids to “Work Hard, Eat Right and Never Stop Earning Your Stripes.”

Another highlight of the program is the newly redesigned Tony the Tiger website (www.tonythetiger.com), featuring web pages for each athlete and an Earn Your Stripes playbook. In the playbook, kids can earn stripes for their accomplishments and redeem the stripes for rewards.

Later in the year, limited-edition posters featuring the pros will be inserted into specially marked packaging of Kellogg’s Frosted Flakes. The “Tips From the Pros” promotion will be supported online and television advertising, which will begin airing nationally the week of April 25, 2005.

With 2004 sales of almost $10 billion, Kellogg’s Company (NYSE:K) is the world’s leading producer of cereal and a leading producer of convenience foods, including cookie, toaster pastries, cereal bars, frozen waffles, meat alternatives, pie crust and ice cream cones. The company’s brands include Keebler, Pop-Tarts, Eggo, Cheez-It, Nutri-Grain, Rice Krispies, Murray, Austin, Morningstar Farms, Famous Amos, Carr’s, and Kashi. Kellog products are manufactured in 17 countries and marketed in more then 180 countries around the world. For more information, visit Kellogg’s website at www.kelloggcompany.com

MEDIA TACTICS• We will create, produce and distribute media kits that

include our news release, background information ,and conference information. Our press targets include: bloggers, school officials, newspaper outlets, and local grocery stores.

• We will Send out a “Promoted Tweet” regarding the program and reminding Twitter users to buy Kellogg's products in order to support their local schools’ athletic programs.

• We will secure national press by having our spokesperson, Tony the Tiger, appear on national morning shows and at sporting events to promote our program.

• We will take advantage of our already active “Earn your Stripes” program, which coincides with the Little League World Series sponsorship, for additional coverage to further promote “Stripes for Sports” by using commercials and announcements during the nationally televised event.

EVENT TACTICS• Tony the Tiger will be “bussing around the country” and

holding conferences that allow students, athletic coaches, and school officials to review and check out the program and encourage them to register for our program.

• We will also reach out to the NAESP (National Association of Elementary School Principals) to help gain awareness and to generate excitement about starting the program

• We will hold a small booth at The Little League World Series in August, promoting attendees to join our developing program.

PARTNERSHIP TACTICS• To help generate awareness of this program, we will secure

sponsorships with athletic equipment companies (such as Wilson, Spalding, Fitness Gear and Champion) to create possible packages for participants to trade in for their paw-prints. Developing these packages will create incentives for programs that have a specific need in mind.

• We will also ask our sponsors to attend all of our conferences with us and to hold a booth showcasing our conference attendees what they could retrieve by participating in this program.

• To generate awareness of the program, we will provide partners and conference attendees with informational kits that will allow them to hang up posters, fliers and other tips explaining how they can get their school involved.

CALENDARMay- Plan conference dates to build excitement and inform schools/PTA

members about the program. Reach out to NAESP (National Association of Elementary School Principals) and encourage them to send representatives to attend these conferences.

June- Secure sponsors for conferences, begin putting out commercials and reach out to some media outlets

July- Conferences will be held, encourage representatives to register their school, and let word get out to the media

August- Begin selling products with “paw-prints”, use media coverage from Little League World Series “Earn Your Stripes” to promote “Stripes for Sports”

September-Recommend schools to host their own ralliesOctober-Promoted tweet- has your school registered yet? November- Updated commercials January- Continue to build program, begin donating funds for programsFebruary-Expand paw-print product inventory May- Begin to contact schools, see how well programs have turned

out/if funds are helpingJune- begin process all over again

**Registration and funding are continued on a rolling basis.

EVALUATIONWe will measure our results by analyzing our overall sales for

the entire year. We will check to make sure that the program has made up for our current losses and has hopefully made some sort of profit. We will be looking at both of our profits and losses within the program, and will compare how many paw-prints were purchased vs. how many were actually submitted.

Additionally, we will also send out a survey to all participating schools and athletic programs. The survey will give some insight into whether or not the students and parents found the program to be efficient and enjoyable. We will also ask for feedback on how our program could be improved.

Any success stories will be noted and added to our website and sent to press on a regular basis.