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The Fearless Dingoes
25 Cliffs Den
Down Under, BC, V6G 2E6
April 13th, 2015
Geoffrey Bird and Tessa Jordan
British Columbia Institute of Technology
3700 Willingdon Avenue
Burnaby, BC, V6G 3H2
Dear Geoffrey and Tessa,
Clif Bar & Co. 25th Anniversary IMC Plan
The Fearless Dingoes have prepared the following report based on the requirements for
Marketing 2202 and Communication 2200 assigned in January, 2015. This report celebrates
Clif Bar & Co’s 25th Anniversary in 2017 with the main objective to increase its current market
share from 27% to 30% by the end of 2017.
It is important to mention that Clif Bar & Co are a privately owned company as well as
many of their competitors. The marketing objective is a percentage based off of North
American sales in relation to our chosen target audience population.
Sections we would like to draw your attention to are the company background, the
campaign message, design, and delivery. We are extremely proud of our ability to
effectively integrate the campaign theme throughout all facets of the report.
We would like to thank the 272 people who participated in our survey which gave us further
insight into the Canadian nutritional-health bar industry. For the purpose of this report, we
will refer to the company, Clif Bar & Co, as Clif.
On behalf of the Fearless Dingoes, we would like to thank you both for the opportunity to
craft a campaign and report using the skills developed in both of your courses. We are
happy to discuss any questions or elaborate on areas of this report which are of interest to
either of you. Please contact Kelsey Gostelow at 604.816.0875 or by email at
kgostelow@my.bcit.ca.
Sincerely,
Jenna Aalten, Andrew Bar, Brett Dubbert, Kelsey Gostelow, Melissa Hoffart, and Nicole
Magnusson
Clif Bar & Co. 25th Anniversary IMC Plan
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Table of Contents
Table of Figures .................................................................................................................................... 5
Executive Summary ............................................................................................................................. 6
Introduction .......................................................................................................................................... 7
Background .......................................................................................................................................... 7
Marketing Objective ........................................................................................................................... 8
Situation Analysis .................................................................................................................................. 8
Stakeholders ..................................................................................................................................... 8
Primary Findings ................................................................................................................................ 9
SWOT Analysis ................................................................................................................................... 9
Competitive Analysis ..................................................................................................................... 11
Strategic Decisions ............................................................................................................................ 13
Communication Objectives ......................................................................................................... 13
Target Audience ............................................................................................................................ 13
Positioning Strategy ....................................................................................................................... 14
Marketing Mix ..................................................................................................................................... 14
Product ............................................................................................................................................ 15
Price ................................................................................................................................................. 15
Place................................................................................................................................................ 15
Promotion........................................................................................................................................ 15
Marketing Communications Strategy ............................................................................................. 16
Primary Tools ................................................................................................................................... 16
Secondary Tools ............................................................................................................................. 17
Message Design ................................................................................................................................. 18
Message .......................................................................................................................................... 18
Message Source............................................................................................................................. 18
Creative Theme ............................................................................................................................. 18
Creative Strategy............................................................................................................................... 19
Gary Erickson and Kit Crawford ................................................................................................... 19
Clif. Employees ............................................................................................................................... 19
Retailers ........................................................................................................................................... 19
Suppliers .......................................................................................................................................... 19
Customers ....................................................................................................................................... 19
Communication Design .................................................................................................................... 19
Advertising ...................................................................................................................................... 20
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Sales Promotion .............................................................................................................................. 20
Internet Marketing ......................................................................................................................... 21
Public Relations .............................................................................................................................. 22
Pre-Testing ....................................................................................................................................... 23
Message Delivery ............................................................................................................................... 23
Contact Points................................................................................................................................ 23
Media Vehicles .............................................................................................................................. 24
Budget................................................................................................................................................. 25
Evaluation ........................................................................................................................................... 26
Marketing Objective ..................................................................................................................... 26
Five Aspiration Awareness ............................................................................................................ 26
Trial Purchase .................................................................................................................................. 26
Repeat Purchases .......................................................................................................................... 26
Brand Engagement ....................................................................................................................... 27
Conclusion .......................................................................................................................................... 27
References.......................................................................................................................................... 28
Appendix A: Marketing Objective Rationale ................................................................................ 32
Appendix B: Clif Survey Results......................................................................................................... 33
Appendix C: Everyday Athlete Profile ............................................................................................ 36
Appendix D: Positioning Grid ........................................................................................................... 37
Appendix E: TV Story Board .............................................................................................................. 38
Appendix F: Outdoor Media ............................................................................................................ 39
.............................................................................................................................................................. 39
Appendix G: Street Team Shirts........................................................................................................ 41
Appendix H: Contest Terms & Conditions ...................................................................................... 42
Appendix I: New Website ................................................................................................................. 43
Appendix J: Microsite ........................................................................................................................ 44
Appendix K: Interactive Games ...................................................................................................... 45
Appendix L: Sweepstakes Terms & Conditions .............................................................................. 46
Appendix M: Mobile Mountain ........................................................................................................ 47
Appendix N: Blocking Chart ............................................................................................................. 48
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Table of Figures
Figure 1: Marketing Budget Breakdown ................................................................................... 26
Figure 2: Do you exercise or play sports? ................................................................................. 33
Figure 3: How often do you purchase nutritional-health bars? ............................................. 33
Figure 4: When you purchase nutritional-health bars, do the ingredients play a factor in your
purchase decision? ..................................................................................................................... 34
Figure 5: How many times a week do you exercise or play sports? ..................................... 34
Figure 6: When you purchase nutritional-health bars, do the ingredients play a factor in your
purchase decision? ..................................................................................................................... 34
Figure 7: Is supporting a socially responabile company important to you? ........................ 35
Figure 8: Are you aware that CLIF Bars are made of 70% organic ingredients? ................. 35
Figure 9: Nutrition Bar Market ..................................................................................................... 37
Figure 10: Storyboard .................................................................................................................. 38
Figure 11: Conquer your commute ........................................................................................... 39
Figure 12: Conquerir la Litiere ..................................................................................................... 39
Figure 13: Conquer the Mountain ............................................................................................. 40
Figure 1914: Mobile Mountain in Vancouver, BC .................................................................... 47
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Executive Summary
In 2017, Clif Bar & Co. will be celebrating its 25th anniversary. This is an opportunity to launch
an integrated marketing communications campaign in recognition of this milestone.
Since its humble beginning in 1992, Clif has maintained true to its sustainable roots. Keeping
its focus on quality ingredients and environmentally-friendly production methods, Clif has
become the leading nutritional-health bar in the market.
The goal of the integrated marketing communications campaign is to increase Clif Bar &
Co.’s market share by 3% by 2018. This objective is reflected in Clif’s exponential growth
over the past three years.
Clif is a privately owned company, with its two owners Gary Erikson and Kit Crawford as the
primary shareholders. Collectively, they hold 80% of Clif’s shares, with the other 20% in the
hands of its employees.
Clif’s main competitive advantage is its sustainability and emphasis on its corporate culture,
The Five Aspirations of Business, Brand, Community, Culture, and People. This helps
differentiate from its primary competitors, PowerBar, Lara Bar and Vega.
The target audience for Clif is focused on the Everyday Athletes. This group consists of
Millennials ages 19-29 who lead active lifestyles such as going to the gym and participating
in local runs. They value high quality products at a low price point, and this is how Clif will be
positioned.
The Everyday Athlete appreciates a company that focuses on sustainability. Based on this,
the campaign theme will focus on the Five Aspirations of Clif Bar & Co., and how the
company has met them over its 25 years. In order to encourage customer engagement,
the theme will read: “Conquering our cliffs for 25 years. What’s your Clif?”. This opens an
interactive medium for customers to share their everyday cliffs, or in other words, goal
objectives.
In order to engage consumers and ultimately reach the goal of a 3% increase in market
share, Clif will hold an interactive contest where participants send in videos of them
conquering their own individual cliffs.
With a budget of $2.5 million, this anniversary campaign will focus on outdoor advertising
and sales promotion. Media vehicles will include TV, radio, trade shows, and sampling.
The pretesting of this campaign will run from February 1, 2017 to January 2018, and the
campaign itself will launch on March 20, 2017.
The What’s Your Clif? campaign will increase product knowledge and brand engagement
among the target audience. The emphasis on sales promotions will encourage trial
purchases and repeat purchases within the budget-conscious yet quality-driven audience.
Overall, the execution of this anniversary campaign will increase Clif’s market share from
27% to 30% in the Canadian market.
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Introduction
The purpose of this report is to present the comprehensive integrated marketing
communications plan for Clif’s 25th Anniversary in 2017.
By the authorization of Geoffrey Bird and Tessa Jordan, the set budget of $2.5 million will be
used to implement a national campaign which will run from February 20, 2017 to January
31, 2018. Information collected from a survey created by the Fearless Dingoes, in
conjunction with credible sources such as Print Measurement Bureau, Priszm, and Clif’s
website, has been used and cited throughout.
The following sections are covered in the report
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Background
Marketing objective
Situation analysis
Strategic decisions
Marketing mix
Communication strategy
Creative strategy
Message design
Message delivery
Budget
Evaluation
Background
In 1990, Gary Erickson and his father, Clif, set out on a 175-mile bike ride; something the two
of them did on a regular basis. After consuming several energy bars on their ride, Gary
couldn’t bring himself to eat another. The bland taste and the inability to sustain the energy
that was needed to continue on inspired Gary to make his own sports nutrition bar (Clif Bar,
2014).
Erickson wanted to create a great tasting, healthy, and energy-fuelling bar for athletes and
active life-stylists. With the help of his mother, he finalized the perfect recipe using organic,
wholesome ingredients and CLIF Bar was born. Named after his father, the man who
introduced Erickson to the great outdoors and adventure, Clif Bar & Co was officially
formed in 1992 (Clif Bar, 2014).
After the company’s formation, Erickson was dedicated not only to providing a quality
product, but also ensuring that the way it was produced was done sustainably. Erickson
valued the people who were helping him in achieving his goals, so he set out to build a
business model which is now The Five Aspirations; sustaining the Business, Brands, People,
Communities, and Planet (Clif Bar, 2014). This “private, family, and employee-owned
company” (Clif Bar, 2014) has made Clif stand out in the fast growing and saturated market
of nutritional-health bars.
In order for Clif to maintain its strong-hold in the nutritional-health bar industry, the following
section discusses the marketing objective for this campaign.
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Marketing Objective
The campaign’s goal will be to increase Clif’s market share in Canada in the nutritionalhealth bar industry, from 27% to 30% by January 31, 2018.
The most recent market-share information available is from 2012 which states that Clif holds
a 27% share in Canada. Since 2004, Clif has had a compounded annual growth of 20%
(Mangalindan, 2014). In 2012, revenues rose 23.5% to $340 million; this was followed by
another dramatic increase in 2013 of 33% to $508 million (PrivCo, 2014). Furthermore, in 2014,
the Canadian organics industry was valued at over $3 billion (Canadian Health Food
Association, 2015).
As trends in the health industry continue to shift towards a more organic and health
conscious society (Canadian Food Insights, 2013), Clif can expect that these trends,
coupled with the successful execution of this campaign, will help achieve its objective of a
3% market-share increase. Refer to Appendix A: Marketing Objective Rationale.
Next, the report takes an in-depth look at the situational factors that will affect Clif’s ability
to achieve its marketing objective.
Situation Analysis
In order to understand the company in full, a situational analysis must be explored. Included
in this section are the current stakeholders, the primary findings from a survey conducted by
the Fearless Dingoes, a SWOT analysis, and the competitive analysis.
Stakeholders
Clif Bar & Co. maintains a simplistic spread of equity by remaining privately held and
minimizing company share ownership.
Gary Erickson
As the founder of Clif Bar & Co., Gary Erickson owns a 40% share in the company. He
maintained maximum control of the company by choosing not to become a publicly
traded company and plays the role of co-CEO and co-Visionary Officer with his wife, Kit
(Grist, 2008).
Kit Crawford
As Gary’s wife, Kit also holds a 40% share in Clif Bar & Co. Kit and Gary serve as co-CEOs
and the company’s only board members (Grist, 2008). She also serves as Clif Bar & Co’s coChief Visionary Officer, and was co-CEO until 2013, when Kevin Cleary took over as sole
CEO (Bloomberg Business, 2014)
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Clif Bar & Co. Employees
In June 2010 Gary Erickson implemented the Employee Stock Ownership program that gave
employees a 20% share in the company (PrivCo, 2014). Clif Bar & Co prioritizes a sustainable
work environment for their employees and encourages a comfortable workplace. They do
this by providing the employees with resources for child minding, flexible work schedules,
and a facility that encourages physical activity (Clif Bar & Co, 2014).
Suppliers
Clif works closely with the suppliers who provide the organic ingredients for its product.
These close relations help ensure that the ingredients meet internal non-GMO and
sustainability standards in order to make it in CLIF Bars (Clif Bar & Co, 2014).
Customers
Clif Bar & Co. ensures their customers have piece-of-mind knowing the ingredients from CLIF
Bars are naturally sourced and sustainably produced. Clif also makes sure it’s always giving
back to the community and even allocates 10,400 working hours a year for staff to go
volunteer at charities of their choice during the work week (Clif Bar & Co, 2014).
Primary Findings
From an online survey conducted by the Fearless Dingoes, 272 respondents provided the
following data:
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56.1% are not aware of Clif’s organic ingredients
70.5% say ingredients play an important factor in purchase decisions
75% purchase nutritional-health bars as needed
46.1% use nutritional-health bars as a snack between meals
76.8% weigh importance on supporting a socially responsible company
For more results, please refer to Appendix B: Clif Survey.
SWOT Analysis
The subsections below show an in-depth analysis of Clif’s internal strengths and weaknesses,
as well as its external opportunities and threats.
Strengths
Clif’s key strengths revolves around the ingredients in its products, its sustainable
manufacturing methods, and its Five Aspirations.
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Ingredients: CLIF Bars are currently one of the only truly natural health-nutrition bars in
the market Invalid source specified. and contains 70% organic ingredients Invalid
source specified.. Clif also maintains close relationships, giving it a competitive
advantage (Clif Bar & Co, 2014).
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Flavours: a wide variety of 11 flavours are provided along with special dietary bars
for individuals with intolerances such as soy and gluten (Clif Bar, n.d.).
Five Aspirations: known to its customers as a company who deeply cares about the
triple bottom line, its “Five Aspirations” (Planet, Community, People, Business and
Brands), has created a loyal following of customers Invalid source specified..
Partnerships: to extend its reputation as a sustainable company, Clif has partnered
with environmental companies such as TerraCycle and 1% For The Planet Invalid
source specified.. This appeals to customers who are equally environmentally
conscious, as well as differentiates Clif from its competition.
Weaknesses
Although Clif’s strengths give the company a competitive advantage, it does have some
internal limitations.
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Price: because of its organic components and environmentally-friendly production
methods, Clif Bars are more expensive than some of its competition Invalid source
specified.. For consumers who are more concerned with price rather than organic
ingredients, this is a reason to choose a competitor over Clif.
Brand Awareness: as a result of its small-town feel and down-to-earth roots, Clif has
low brand awareness as compared to its competitors Invalid source specified..
Competition such as Kellogg’s has hundreds of products in multiple markets to make
its brand known, whereas Clif has few products in a specific market (Kellogg's, 2015).
Language: Clif’s website does not have French language capability (Clif Bar & Co.,
2014)
Opportunities
The Everyday Athlete values quality and ethically sourced ingredients which gives Clif
competitive leverage (Personal communication, 2015).
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Health Trends: Canadian Millennials look towards more organic products and pay
attention to where their food is sourced (Canadian Food Insights, 2013).
Environmental Trends: the Everyday Athlete is concerned which the environmental
impact and carbon footprint they create (International Markets Bureau, 2010).
Sponsorship: “Corporate sponsorship is better than other methods as it provides
opportunities to gauge customer response to products immediately” (Khera
Communications, Inc, 2007).
Threats
Imminent threats posed to Clif include large companies with vast product lines and reach.
According to Agriculture Canada, “sports bars will be met with direct competition from
breakfast/cereal bars” (International Markets Bureau, 2010).
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Market Saturation: due to the fast growing trends in the nutritional-health bar
industry, there are multiple competitors (Gale Cengage Learning, 2012).
Sugar Stigma: the negative connotation that is correlated with the consumption of
sugar can be harmful to brand image. “The market is driven by the health-conscious
whose demand for healthy options has negatively impacted sales…snack bars
which contain high levels of sugar” (Marchand, 2014)
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Competitive Analysis
Clif Bar products are classified under the nutritional-health bar category. This category has
many firms vying for a spot in a saturated market. Also, Clif faces competition from other
categories offering different products with much of the same benefits. The next section
breaks down Clif Bar’s main competitors.
Direct Competition
CLIF Bar’s direct competitors have similar products with some overlapping characteristics
and offerings. The next section describes CLIF Bar’s top three competitors; PowerBar,
Larabar, and Vega One.
PowerBar: Protein Plus
PowerBar is focused on protein content. It held 10.8% of the nutritional health bar market in
2012 (Gale Cengage Learning, 2012).
Product: the bars contain approximately 20 grams of protein and are positioned to appeal
to athletes. The Protein Plus comes in a range of flavours and formulas including peanut
butter, chocolate and vanilla (PowerBar, 2014).
Place: PowerBar Protein Plus bars can be found nationwide in grocery, outdoor, athletic
equipment, and general stores such as Walmart and Costco.
Price: PowerBar Protein Plus can be purchased individually or in packages ranging from
$1.50- $45.99. Prices vary between retailers.
Promotion: PowerBar focuses its promotion on athlete and event sponsorship. They sponsor
athletes such as Brent McMahon, a triathlete from Victoria BC, and the Trek Red Truck
Cycling team (PowerBar, 2014).In addition, PowerBar sponsors events such as the BMO
Vancouver marathon (PowerBar, 2014).
General Mills: Larabar
In 2012, General Mills held 13.9% of the nutritional-health bar market (Gale Cengage
Learning, 2012) with Larabar being a major contributor.
Product: Larabar offers gluten free energy bars in a variety of flavours and formulas. The bars
are vegan and vegetarian and contain whole natural ingredients with little to no processing
(Larabar, 2013).
Place: Larabars can be purchased online from their website. In addition, the product can
be found in super markets and grocery stores as well as outdoor and adventure stores.
Price: Larabars can be purchased individually or in bulk with prices ranging from $1.95$43.00 (Well, 2014).
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Promotion: Larabar uses ambassadors in the medical, health and fitness, and nutrition fields
throughout Canada to promote their product (Larabar, n.d.). The brand focuses on
testimonials and small sponsorships with people and events that coincide with their beliefs.
Vega: Vega One Meal Bar
Vega produces plant based vegan products with most products also being gluten, dairy,
and soy free (Vega, 2015). It also uses whole ingredients with little or no processing to create
meal bars (Vega, 2015).
Product: Vega One meal bars offer 12 grams of plant based protein and 4 grams of fibre
(Vega, 2015). In addition, the product contains antioxidants, 25 vitamins and minerals while
remaining certified vegan and gluten free (Vega, 2015).
Place: Vega One meal bars can be purchased from a variety of locations including grocery
stores, nutritional supplement stores, gyms, and yoga studios (Vega, 2015).
Price: Vega One meal bars can be purchased individually or in packages ranging from
$3.99 to $47.99.
Promotion: Vega has a strong social media presence and uses very little traditional
advertising. It has a well-developed online presence with extensive accounts on Facebook,
Twitter, Instagram, and other social media platforms. Vega’s promotional efforts are geared
towards an active lifestyle including exercise and various vegan recipes.
Indirect Competition
Clif’s indirect competition is the protein powered market. Large protein powder brands such
as Optimum Nutrition and Muscle Milk hold the highest share of the overall sports nutrition
market (Euro Monitor, 2014). As competition from other nutritional mediums grows, Clif must
continue to promote its competitive advantage and differentiate itself to remain a leader in
its segment and in the market.
Analysis of the Competition
Clif Bar’s direct competitors have similar features and price points. Power Bar is protein
focused, Larabar is overall wellness focused, and Vega is total dietary health focused.
Where each of these products have one niche characteristic that makes them good, CLIF
bar has combined all of the features into one product.
Clif creates a superior product with 70% organic ingredients and uses sustainable
production methods. Clif differentiates from its competitors by remaining independently
owned and operated. By staying true to its roots, The Five Aspirations guide every decision
both from a business, sustainability, and health perspective.
According to the CLIF Bar survey, 78% of respondents value a company that is socially
responsible. This is Clif’s competitive advantage.
The next section describes the target audience and the communication objectives for this
campaign.
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Strategic Decisions
Based on the research conducted, the following section describes the communication
objectives, the target audience, and the positioning strategy.
Communication Objectives
This campaign has four communication objectives which are outlined below.
Five Aspirations awareness: increase awareness of Clif’s Five Aspirations by 25%. The
campaign centres around the Five Aspirations and all promotional tools build towards this
objectives.
Trial Purchase: attain trial purchase from 10% of the target audience. The campaign will use
sampling a sales promotion to generate trial purchases.
Repeat Purchases: attain repeat purchases from 5% of the target audience. The campaign
will use on-package coupons to drive repeat purchases.
Brand Engagement: attain branding engagement among 13.5% of the target audience.
The campaign will use sales promotion, public relations, and an updated online presence,
in conjunction with a contest and sweepstakes to engage the audience from multiple
sources.
Target Audience
The campaign’s audience is the Everyday Athlete. For a detailed profile see to Appendix C:
Everyday Athlete Profile. This section discusses the demographic, geographic,
psychographic, and behavioural segments.
Demographic
This segment encompasses approximately 1,100,000 people (Print Measurement Bureau,
2014). Everyday Athletes are young Millennials, aged from 19 to 29. Many members of this
audience are working professionals or working towards a post-secondary education (Print
Measurement Bureau, 2014).
While 43% of health-nutritional bar consumers make under $25,000, Everyday Athletes earn
between $1,000 and $75,000 annually (Print Measurement Bureau, 2014).
Geographic
Everyday Athletes can be found across Canada in both metropolitan cities and suburban
areas. According to a PMB report, Quebec City and Vancouver consume the most healthnutritional bars than any other city (Print Measurement Bureau, 2014). The cities below have
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the highest density of retailers who sell CLIF Bars (Clif Bar, n.d.). Therefore, the campaign will
focus its promotional activities in these locations.
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Vancouver
Calgary
Edmonton
Regina
Winnipeg
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Ottawa
Toronto
Montreal
Quebec City
Halifax
Psychographic
Everyday Athletes care about social and environmental issues which affects their
purchasing decisions (International Markets Bureau, 2010). According to a global report by
USA Today, “Younger consumers are willing… to pay more for premium products they
perceive are healthier” (Horovitz, 2015). In addition, the audience is outgoing and
adventurous often participating in group or team activities and exercise (Prizm , 2013, pp.
35-36).
Behavioural
Primary research conducted by the Fearless Dingoes (Personal communication, 2015) has
revealed that the 75% of Everyday Athletes purchase nutritional-health bars as needed. The
survey also revealed that 50% of Everyday Athlete exercise two-to-three times a day and
32% exercise more than four times a week.
In addition, Millennials’ loyalty can be earned through “product quality, a good customer
experience, and the brand’s support for society” (Castro, 2015). The Everyday Athlete is
seeking quality and convenience and buy as needed (International Markets Bureau, 2010);
they often travel using public transit (Prizm , 2013, pp. 35-36).
Positioning Strategy
Given Clif’s wholesome ingredients, the campaign will use brand benefit positioning as its
strategy. CLIF Bar is positioned as a high quality product with an affordable price point.
Refer to Appendix D: Positioning Map.
Many of Clif’s previous campaigns focus on its main product, CLIF Bar, as a high quality bar
for the extreme athlete, in contrast, the CLIF Bar survey shows that the number of
respondents partaking in extreme sports is low. This new positioning strategy is derived from
that fact that 60% of survey respondents were not aware that CLIF Bar’s are made of 70%
organic ingredients. In addition, a majority of these respondents also listed price as an
important factor when making purchasing decisions.
This takes the report to the next section where the marketing mix is discussed in detail.
Marketing Mix
The product details, distribution channels, pricing, and promotional history are examined in
the following sections.
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Product
All CLIF Bars are made from 70% organic, wholesome ingredients and include 23 vitamins
and minerals (Clif Bar, n.d.). Clif has made a commitment to provide a product “made with
sustainable, organic ingredients; baked with clean, renewable energy; packed in
environmentally friendly packaging; and delivered by transportation that doesn’t pollute”
(CLIF Bar, 2014). There are 11 flavours sold in Canada.
Price
The MSRP for individual bars is $1.39 (Personal communication, 2015) and in bulk $19.00.
Retailers sell individually from $1.39 to $3.00.
Place
CLIF Bars can be purchased at over 3,500 locations across Canada (Clif Bar, n.d.). It
distributes both directly through its website and indirectly through a wide range of channels
including major stores such as Costco, specialty stores such as MEC, and convenience
stores such as 7-11 (Clif Bar, 2015).
Promotion
Clif is known for its “grassroots marketing programs that engage consumers and address
important environmental issues” (Clif Bar & Co, 2014). Clif thrives on sustainability and
creativity, which is shown in its innovative campaigns. The following section outlines Clif’s
top two major campaigns.
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#MeetTheMoment: The most recent campaign helped promote what Clif was built
on; adventure. By using the hashtag #MeetTheMoment, participants were
encouraged to share their adventures on social media platforms, and Clif would
donate $1 to one of seven environmental non-profits every month. Each bar
package featured 20 challenges, such as Sleep Under the Stars and Get Your Feet
Wet, to peak interest and ideas. The campaign generated $82,122 to environmental
non-profits that year (Clif Bar & Co, 2014).
Protect Our Winters: For the past 12 years, Clif has launched its limited edition
seasonal flavours during the holiday season. Clif donates one percent of net
seasonal sales to the non-for-profit organization Protect Our Winters. The organization
educates communities on the fight against climate change (Clif Bar & Co, 2014).
Clif’s past promotional history provides a benchmark for this campaigns strategy.
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Marketing Communications Strategy
In order to deliver an effective message, this campaign will leverage four promotional tools
as part of communications strategy.
Primary Tools
The campaign will have two primary tools which will help achieve three of the
communication objectives: Five Aspirations awareness, trial purchases, and brand
engagement.
Advertising
Advertising will be one of the primary tools given its ability to create visual images and
reach the large target audience on a national scale (Belch, Belch, & Guolla, 2014, p. 315) .
This will aid in achieving the communication objective of increasing brand awareness.
Advantage
 Brand perception: advertising helps to create favourable brand images and change
perceptions (Belch, Belch, & Guolla, Advertising & Promotion, p. 10).
Disadvantage
 Skepticism: Millennials tend to be more skeptical of traditional advertising methods
when making purchase decisions. If the message doesn’t seem authentic, they are
more likely to block it out (Colletto & Morrison, 2012). To combat this challenge, the
campaign will focus on the authenticity of Clif in the creative design to help limit any
perception blocks.
Sales Promotion
The anniversary campaign will utilize sales promotion as a primary tool to achieve the
objectives of trial purchase and repeat purchases of CLIF Bars. Sales promotion will provide
more immediate return on investment to measure campaign success (Belch, Belch, &
Guolla, 2011, pp. 422-424).
Advantage
 Repurchase: according to Adweek, consumers are 11 percent more likely to buy a
new product within 20 weeks of a sampling event. For established brands, this
resulted in a 57% increase in sales over a 20-week period of the group who received
a sample as opposed to a group who did not (Hein, 2009).
Disadvantage
 Unfavourable Preference: sales promotion could decrease brand preference after
the sample is distributed (Delvecchio, Henard, & Freling, 2006, pp. 203-213). The
campaign will offset this potential disadvantage by providing detailed product
information while sampling.
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Secondary Tools
To help effectively communicate the efforts of the primary tools, the campaign will use
internet marketing and public relations as secondary options.
Internet Marketing
Millennials were the first generation to evolve through the internet age from childhood to
adult hood which has “fundamentally changed the way that [they] communicate, shop,
engage, and think about life” (Coletto & Morrison, 2012). On average, the Everyday Athlete
spends approximately eight-to-nine hours per day on the internet. The campaign will use
Internet Marketing to increase awareness of The Five Aspirations and increase engagement
amongst the Everyday Athletes.
Advantages
 Engagement: according to eMarketer, the best way to engage the Millennials is
through the use of social media (eMarketer, 2013). Using social media tools to foster
emotional connections with the Everyday Athlete will create trust and “prove to that
customer that the brand’s values are aligned with theirs” (Delzio, 2014).
 Visibility: investing in search engine optimization will result in
higher standing in Google searches Invalid source specified..
Disadvantages
 Media Image: Millennials can be sceptical about the information they receive and
have the ability to post their feedback immediately. This can lead to bad publicity or
a damaged brand image Invalid source specified.. The campaign will overcome
this by showing that Clif is a “sincere and authentic” company (eMarketer, 2013).
 Clutter: consumers are overexposed to advertisements on a daily basis. The ability for
a message to be received is considerably reduced (Belch, Belch, & Guolla, 2014).
With effective SEO and noteworthy social media posts, the campaign will try
overcome this challenge by becoming more visible.
Public Relations
Public relations will be used so Clif can display its culture. This will work towards
accomplishing awareness of The Five Aspirations, increase engagement, and trial purchase
objectives.
Advantages
 Target Market: PR can help companies get information in places that are “right up
the consumers’ alley” so they can get any information they need to make a
purchasing decision on a product or company (Bite Size PR, 2011). Because of Clif’s
specific target audience, this will be an effective way to directly target the Everyday
Athlete.
17
Disadvantages
 Potential Bad Publicity: PR events often bring journalists to the scene. Journalists may
be able to put a negative spin on some aspects of a company, which gives it bad
publicity and could even result in losing customers (Brookins, 2015). In a market with
so many competitors, this could be detrimental to Clif’s success. To mitigate any bad
publicity Clif will ensure that its employees are well informed and ensure adequate
response time.
Direct Marketing
Due to the fact that consumers have veto power of what information they read (Belch,
Blech, & Guolla, 2014, p. 482), Clif will not be utilizing this as a communication tool. Some
direct practices are not environmentally friendly which conflicts with Clif’s sustainable
practices
Through these communication tools, the campaign will effectively reach the Everyday
Athlete.
Message Design
The campaign will bring the focus of Clif’s unique Five Aspirations to light. This decision
comes from a survey conducted by the Fearless Dingoes which found many people were
unaware of Clif’s involvement in the community and its dedication to quality ingredients
(Personal communication, 2015). It will be described through a creative theme, message,
and message source.
Message
“Conquering our cliffs for 25 years. What’s your Clif?”
Message Source
The message will be delivered through Clif as well as the Everyday Athlete as they share
their “cliffs” and them conquering their own individual goals.
Creative Theme
The main message is “Conquering our cliffs for 25 years. What’s your Clif?” The meaning of
“our cliffs” will describe the company’s Five Aspirations and how it is achieving them. The
“What’s your Clif?” is how any individual is attaining their version of the Five Aspirations.
The creative strategy discussed in the next section integrates the theme into all marketing
activities.
18
Creative Strategy
In order to ensure the success of the anniversary campaign, there must be a smooth
channel of communication between the stakeholders and the company. The following
section will detail how the campaign will be communicated to Clif’s stakeholders.
Gary Erickson and Kit Crawford
As co-owners, founders, and the company’s main stakeholders, the campaign must align
with Kit and Gary’s vision. The campaign will be presented to them two months prior to the
planned launch date in March to ensure it meets their expectations of the company. Their
approval is mandatory before moving forward.
Clif. Employees
Clif’s employees will be educated on the goals of the anniversary campaign as well as
contest and promotional details. This will ensure they are well informed and up-to-date with
all campaign details to maximize campaign cohesiveness.
Retailers
Because Clif uses many indirect distribution channels across the country, detailed emails
with all the campaign information will be sent out to all main distributers. This ensures all of
our retailers are informed and are expecting an increase in demand. They will also be
notified of the on-package coupons that will be redeemed in-store, and the method to
process them.
Suppliers
Suppliers of raw materials to Clif will also be contacted by email with campaign information.
It is important to inform them of the planned increase in market share because they will
need to produce more goods to meet the projected demand that the anniversary
campaign will create.
Customers
By keeping all of Clif stakeholders informed it will ensure the campaign’s target audience is
able to get any questions they may have answered. It is essential that the Everyday Athlete
has an open channel of communication between the retailers, employees, and brand.
The following section will detail the message design of each media tool and how it will be
communicated.
Communication Design
19
The following is a detailed description of the look and feel of the specific design
promotional tactics.
Advertising
The various advertising will incorporate TV, radio, and outdoor media to promote Clif’s 25 th
Anniversary.
TV
The 30-second commercials will feature the history of Clif through an emotional appeal. As
seen in the storyboard in the Appendix E: Story Board, the ads will feature Clif’s
achievements through The Five Aspirations. The ads will end with “What’s Your Clif?” this will
provoke thoughts in our target audience and help focus on the authenticity of the product.
Radio
Thirty-second radio ads will be used to inform the public about local events such as Clif in
Your Community, Clif Nation, Clif’s Mobile Mountain, and the Street Team. Each ad will be
tailored to the event with a similar message as “Helping to sustain the places we live. Clif will
be in your community on June 25 on the corner or Burrard and Davie. Come find out how
we’re giving back to your community. Conquering our cliffs for 25 years. What’s your Clif?”
Outdoor Media
Outdoor media will be used to spread the question, “What’s your Clif?” and to provoke the
Everyday Athletes to think of theirs. For example, a woman is jogging up the Grouse Grind
with a checkmark beside the words “Conquer the Mountain” showing the audience that
she has conquered her cliff. A variety of these posters and wall murals will feature individuals
reaching their own goals, physical or not. QR codes will be placed on the bottom right
corner all ads; when they are scanned it will bring the Everyday Athlete to the microsite. See
Appendix F: Outdoor Media for mock ads.
Sales Promotion
Sampling will help Clif increase its market share by achieving the trial purchase objective.
The types of sales promotion the campaign will focus on are expo and trade-show
participation, sampling, street teams, and a contest.
Street Team
Clif will have a street team hired in each city that will distribute samples and promotional
items at all events such as pedometers, water bottles, and vinyl stickers. They will be trained
with CLIF Bar product knowledge and will help meet the goal of increasing knowledge of
Clif’s Five Aspirations. See Appendix G: Street Team Shirt.
20
Sampling
The street teams will hand out free sample-size CLIF Bars at all Clif events. The sample bars
will have a coupon on the inside of the wrapper which can then be redeemed for a 50%
discounted price on the purchase of any CLIF Bar. Coupons can be redeemed at any
retailer who sells CLIF Bars. The embedded coupon encourages repeat purchases and will
aid in attaining the favourable brand switchers and increase its Canadian market share.
“What’s Your Clif?” Contest
The contest will involve the Everyday Athlete submitting a video of what their personal cliffs
are and how Clif can help them achieve it. Contestants will have to promote their video by
sharing it with the public and getting as many people to vote for them on microsite. The
winner, chosen by Clif, will receive $25,000 at the end of the campaign. The individual who
receives with the most votes from the public will win a year’s supply of CLIF Bars. See
Appendix H: Contest Terms & Conditions for more details.
Internet Marketing
Outlined below are the internet marketing tools that will be used for the 25th anniversary and
a description of each tactic. These tactics will help to achieve two of the communication
objectives: The Five Aspirations awareness and brand engagement.
Website
The current Canadian website will be updated to have a clean and visually aesthetic look
that is mobile friendly. It will also have an interface built in to translate the text into French.
The website will provide information on The Five Aspiration and company events.
Furthermore, the website will have an icon for the 25th Anniversary which will direct the
Everyday Athlete to the anniversary microsite. See Appendix I: New Website for the design.
Anniversary Microsite
A microsite will be created as the main platform for the 25th anniversary. The Everyday
Athlete will be able to stay up-to-date with all of the campaign events and activities and
learn more about The Five Aspirations. The “What’s Your Clif” contest will be posted here
and is where the Everyday Athlete will sign up and cast their votes. Lastly, the interactive
game “Clif’s Challenge” will be on the microsite. See Appendix J: Microsite for the microsite
design.
Clif’s Challenge: Interactive Game
An interactive game will be featured on the microsite to keep the Everyday Athlete
engaged and to evaluate the effectiveness of the Five Aspirations awareness objective.
The goal of the game will be collect as many ‘Clif points’ as possible by navigating the
avatar through various obstacles; ‘Clif points’ will be tokens labelled as each of the Five
Aspirations. After completing the game, a skill testing question will be asked which will
pertain to one of The Five Aspirations. The Everyday Athlete will then be entered into a draw
for $2500 at the end of the campaign. See Appendix K: Interactive Game and Appendix L:
Sweepstakes Terms & Conditions.
21
Social Media
The campaign will create new social media accounts for Canada. Throughout the
campaign, these accounts will continually post pictures and updates for events such as Clif
in Your Community, Clif Nation, and Clif’s Mobile Mountain. The Everyday Athlete will also
be encouraged to tweet and/or post pictures and updates of them conquering their cliffs
using #whatsyourclif and @whatsyourclif.
Search Engine Optimization
To maintain high ranking search results on Google, the campaign will continue to use SEO in
conjunction with the internet marketing activities mentioned above. Some key words that
will be used are: “Clif”, “organic bars”, “nutrition”, “sports nutrition”, “energy bars”, and
“healthy bars”.
Public Relations
The campaign will use the below events to create buzz worthy news and hype around the
campaign with the intent to extend its reach. Public relations will work in conjunction with
sales promotion and internet marketing to achieve its marketing and communication
objectives.
Clif’s Mobile Mountain
Clif will rent a portable climbing wall and set it up the ten major cities across Canada for
one day per location. Each location for the Clif’s Mobile Mountain is dense with Everyday
Athletes and will build Clif’s brand preference among them (Print Measurement Bureau,
2014). Decals with facts about Clif and CLIF Bars will be placed on the climbing wall to
educate climbers.
Along with the climbing wall, Clif employees will be present to hand out samples and
coupons, as well as answer questions. These events will create brand engagement,
awareness of The Five Aspirations and encourage trial purchases. Refer to Appendix M:
Mobile Mountain for a mock up.
Clif Nation
Partnering with MEC, Clif will be a Gold-level sponsor at ten of their races across Canada.
Because MEC’s values align closely with Clifs, the partnership will reinforce that Clif works
with other brands and businesses who value sustainability. Included in the race kits will be a
CLIF Bar Mini and other promotional items such as a pedometer and a vinyl sticker with
#whatsyourclif. The Five Aspirations and trial purchase objectives will be met through this
partnership.
Clif in Your Community
To satisfy Clif’s Community Aspiration, Clif employees will be visiting and volunteering at
community events. Events include helping out at local community gardens, food banks,
and shoreline clean-ups. To ensure the sincerity and authenticity of these events, Clif will not
be handing out promotional items, but the employees will be wearing shirts to promote the
brand.
22
Donations
Clif will donate $250,000 to Green Communities Canada (GCC). With a mission statement of
“A green and healthy future for all” (Green Communities Canada, n.d.), GCC is aligned
with Clif in both environmental and health views. GCC works with its sponsors to “reduce
pollution, improve the health of … [communities], and conserve resources for future
generations” (Green Communities Canada, n.d.). Donating to a cause such as Green
Communities Canada shows Clif’s dedication to their Planet Aspiration, as well as increase
brand engagement for the company.
This concludes the message design. The next section outlines the pre-testing logistics that will
be used before the initial launch of the campaign.
Pre-Testing
From January to early March, pretesting will be conducted. Clif will hold two focus groups,
one in Vancouver and one in Quebec City. These cities have been chosen because they
consume the most nutritional-health bars in Canada (Print Measurement Bureau, 2014). The
focus groups will be put through concept, rough, and finished tests to enable Clif to gauge
the reactions of the target audience. The results of the testing will help Clif decide on
specific communications and re-work campaign ideas if needed.
The next section reveals and rationalizes when, where, and how the campaign will be
executed.
Message Delivery
In order for the campaign message to be communicated effectively, specific vehicles will
be used to reach the Everyday Athlete.
Contact Points
Everyday Athletes are inherently on the go. Between work, school and living a healthy
lifestyle, this audience is constantly traveling on transit, by foot and in cars (Prizm , 2013, pp.
35-36). For this reason the best time to connect with them is during their travels outside of
the home. The most popular times an Everyday Athlete will be on the go are: before school
or work, after school or work and after dinner when they leave home to be active (Prizm ,
2013, pp. 35-36).
Outdoor advertisements are used in high traffic areas near where Everyday Athletes
exercise and in the transit stations they use to get to these areas. Although this audience is
out-of-home often, they are still exposed to TV advertising. Everyday Athletes spend 39% of
their daily media consumption watching TV (Powell, 2014).
23
Media Vehicles
This campaign will convey our message, “Conquering our cliffs for 25 years. What’s your
Clif?” The campaign utilizes multiple media vehicles to reach the Everyday Athletes on a
variety of fronts. The next section describes these media vehicles.
TV
Given Millennials spend an average of 19.7 hours per week watching TV with a 96.7%
weekly reach (TVB, 2015), Clif will broadcast nationally in the primetime timeslot. The
commercials will first air in accordance with the campaign launch for three months, and
again in October. CTV and Global will be the primary networks, since they are consistently
rated in the top 10 audience viewers per week (Numeris, 2015).
Radio
The radio ads will be broadcasted and aired three weeks prior to all of Clif’s sales promotion
and public relations events. Please see the blocking chart in Appendix N: Blocking Chart.
The focus will be on regional broadcasting, given that the event locations of these events
vary from province to province.
Outdoor Media
The outdoor advertising will feature ten billboards, 50 subway wall and floor murals, and 200
transit station posters. As seen in the blocking chart (refer to Appendix N: Blocking Chart),
the transit station posters will be pulsing year-round. The billboards and murals will coincide
with the campaign launch date. Billboards will be located in major cities including
Vancouver and Quebec City. The murals and station posters will be located across Canada
in major metropolitan areas for the maximum reach.
Sampling
CLIF Bar Minis will be used in order to limit costs for promotional use. Sampling is key in
stimulating trial purchases for Clif. To further encourage trial purchases, the packaging will
be formatted with a redeemable coupon for 50% off regular size CLIF Bars, or $4 off bulk
CLIF Bars. This gives the Everyday Athlete incentive to re-buy and aids in achieving the
communications objective of stimulating repeat purchases. A street team will distribute the
CLIF Bar samples during major sporting events such as Crankworx in Whistler, Winter
Carnaval in Quebec, and many public runs.
Contest
The What’s Your Clif contest will be posted on the microsite at the after the pre-testing has
finished and will run until the end of the campaign in January. Contestants will have to
submit their video on the microsite and are encouraged to share their video via social
media. See Appendix N: Blocking Chart for more details.
Internet Marketing
The new website and anniversary microsite will be launched on March 20, along will the
social media accounts and will be live for the whole duration of the campaign; these
24
accounts include Facebook, Twitter, and Instagram. A strong push on SEO will be timed with
the launch of the website and microsite and will continue throughout the whole campaign.
Public Relations
The following sections outline the media vehicles for each public relations event that Clif will
be executing during its Anniversary Campaign.
Clif’s Mobile Mountain
Starting in Vancouver, the Mobile Mountain will continue across the country, appearing in
Calgary, Toronto, Quebec City, and Halifax. Refer to Appendix N: Blocking Chart for the
schedule of appearances.
Clif Nation
By partnering with MEC, Clif will grow its presence by being at ten races across Canada
including the Vancouver Sun Run (Vancouver, BC), the MEC Calgary Race (Calgary, AB),
Toronto Yonge Street 10K (Toronto, ON), Eco-Endurance Challenge (Halifax, NS), and
Centre de la Nature de Laval (Laval, QC). These races will run from April to October, and
Clif will be involved in the set-up, take-down, and executions of each race.
Clif in Your Community
Clif employees will visit small communities across Canada to participate in their community
events. Events that will be included are local food banks and drives, community clean-ups
along the shorelines or roads, and community gardens. Refer to Appendix N: Blocking Chart
for a schedule of events.
Donations
Clif will present the Green Communities Canada with a $250,000 cheque in August, 2017.
Clif’s Canadian social media accounts will make followers aware of Clif’s good deed.
The allocation of the $2.5 million budget will be outlined in the upcoming section.
Budget
The $2.5 million dollar budget is divided into: outdoor media, online marketing, TV and radio
broadcast, event partnership and a contest sweepstakes and donation. A portion of the
budget is also devoted contingency funds and pre testing. By using complimentary media
tools, the campaign maximizes the value of every dollar spent. The $2.5 million budget is
allocated as shown in Figure 1: Marketing Budget Breakdown. See Appendix O: Budget for
details.
$176,887
$250,000
$1,002,500
TV
$2,500
$25,256
Radio
Internet Marketing
Outdoor Media
$502,808
$370,750
25
$101,200
$68,100
Events
Contest
Figure 1: Marketing Budget Breakdown
Figure 1 shows that the largest portion of the budget is spent on advertising and sales
promotion. The secondary tools of internet marketing and public relations use a smaller
portion of the budget. Despite costing less, these tools remain imperative to the success of
the campaign, driving engagement and knowledge of the Five Aspirations.
Evaluation
After the campaign concludes, a number of post-test systems will be used to evaluate if the
marketing and communication objectives have been successfully achieved.
Marketing Objective
To measure if the 3% increase in market share was attained, total revenue from the
campaign period will be compared to total Canadian nutritional-health bar revenues for
that period.
Five Aspiration Awareness
Clif will conduct an unaided recall test to evaluate how well its message was decoded,
remembered and understood in the target audience. The QR codes will help track how
many Everyday Athletes were directed to the microsite from the outdoor ads. In addition,
Clif will use a purchase behaviour survey after the campaign to evaluate consumer’s
knowledge of the five aspirations and their reasons for purchase.
Trial Purchase
Clif’s revenue will be tracked before and after sales promotions are implemented in each
region to evaluate the increase in consumer trial purchases. The previous year’s revenue in
the same region and over the same time will be used as a benchmark to measure success.
In addition, the purchase behaviour survey will be used to evaluate this objective.
Repeat Purchases
Clif will evaluate repeat purchases by tracking usage of coupons issued on samples. Sales
will also be measured against previous year’s revenue to compare repeat purchases. As
well, Clif will use the purchase behaviour survey to evaluate this objective.
26
Brand Engagement
Clif will measure brand engagement through both its online and physical presence in
Canada. Traffic on Clif’s revamped website, the 25th anniversary microsite, as well as likes,
tweets, and shares on the new social media accounts, will provide a benchmark to
evaluate the number of consumers engaging with the brand. Furthermore, Clif will also be
able to measure engagement at community events it participates in through attendance.
Conclusion
Clif has reigned supreme over the past 25 years on the basis of the company’s Five
Aspirations. This includes the People, Planet, Business, Brand, and Community. Every decision
Clif makes aligns with its aspirations.
Everyday Athletes value authenticity in products they purchase. This target audience is
classified as Millennials. Everyday Athletes can be found conquering personal goals at
different calibres and in different environments.
This audience awakes with goals looking to be conquered and carry the motivation to
innovate and achieve them. An everyday athlete embodies different goals since abilities
range. However, these athletes mutually share the desire to succeed no matter what the
range may be. They search for nutrition and quality within products that are going to
enable and energize them to reach new personal goals.
The goal of Clif’s 25th anniversary campaign is to keep the Five Aspirations in the mind of
the Everyday Athlete. The most effective method in communicating to this active audience
will be by reaching them while on the go. In addition, an enhanced online presence will
allow Clif to achieve greater brand engagement across multiple social media platforms.
This campaign will yield a 93% return on investment. By leveraging a $2.5 million budget, Clif
will earn $4,839,900. This increase in revenue from the 25th anniversary IMC campaign will
raise Clif to a 30% market share in Canada.
By executing the campaign around increasing awareness of Clif’s Five Aspirations and
enabling a new breed of athlete, the People, Planet, Business, Brand and Community have
the ability to reach new heights.
The question now is… “What’s your Clif?”
27
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Marchand, E. L. (2014, November 12). Companoes and Markets. Retrieved from Food and
Drink: http://www.companiesandmarkets.com/News/Food-and-Drink/Luna-Barsstand-out-amongst-snack-and-nutrition-bar-market-competitors/NI9706
Miles, S. (2012, August 28). Clif Bar Uses Foursquare’s API for Geo-Targeted Twitter
Campaign. Retrieved from Street Fight Magazine:
http://streetfightmag.com/2012/08/28/case-study-clif-bar-uses-foursquares-api-forgeo-targeted-twitter-campaign/
Numeris. (2015, March 15). PPM Top-line Radio Statistics. Retrieved March 15, 2015, from
Numeris:
http://assets.numeris.ca/Downloads/Vancouver%20CMA%20(December%201,%2020
14-March%2030,%202015).pdf
Numeris. (2015 йил 22-March). Top Programs - Total Canada. From Numeris:
http://assets.numeris.ca/Downloads/March%2016%20%20March%2022,%202015%20(National).pdf
Passport. (2014, October 23). Snack Bars in Canada. Retrieved from Passport: Passport
Database
Powell, C. (2014, June 11). Millenials stil avid commerical tv watchers. Retrieved from
Marketing Mag: http://www.marketingmag.ca/media/millennials-still-avidcommercial-tv-watchers-tvbipsos-reid-study-114521
PowerBar. (2014). Athletes. Retrieved from PowerBar: https://www.powerbar.ca/Athlete/
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https://www.powerbar.ca/protein-and-recovery
Print Measurement Bureau. (2014). Meal replacement/ nutritional drinks/bars type(s)
personally ate in past 30 days. Retrieved from Print Measurement Bureau: Print
Measurement Bureau
PrivCo. (2014). Retrieved from http://www.privco.com/private-company/clif-bar-andcompany
Prizm . (2013). Marketer's handbook. Retrieved from Prizm: Prizm Database
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Suster, M. (2014, October 25). The silent benefits of PR. Retrieved from Both Sides:
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30
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31
Appendix A: Marketing Objective Rationale
Clif Bar total revenue 2013 (privco)
$508,000,000
Adjusting for revenue in Canada
$508,000,000x 0.088 = 44,704,000
(0.084 is Canada’s portion of clif bars total revenues) this is assumed in proportion to
population of the largest countries Clif bar revenues come from.
Canada’s total revenue in nutritional health bar market (Passport, 2014)
3% of the market (our goal increase)
Bars sold to reach marketing objective:
3,481,943
MSRP per bar $1.39
$161,330,000
$ 4,839,900
$4,839,900/$1.39=
Bars per Everyday Athlete:
bars
3,481,943/ 1,110,000= 3.2
Total projected revenue:
ROI:
$49,543,900
4,839,900/2,500,000= 1.93596 (93% return)
32
Appendix B: Clif Survey Results
Do you exercise or play sports?
No
5%
Yes
95%
Figure 2: Do you exercise or play sports?
Figure 3: How often do you purchase nutritional-health bars?
33
Figure 4: When you purchase nutritional-health bars, do the ingredients play a factor in your purchase decision?
How Many Times a Week Do You Exercise
or Play Sports?
None
4%
1
14%
4+
32%
2-3
50%
Figure 5: How many times a week do you exercise or play sports?
When you purchase nutritional health bars,
do the ingredients play a factor in your
purchase decision?
Yes
23%
No
77%
Figure 6: When you purchase nutritional-health bars, do the ingredients play a factor in your purchase decision?
34
Is supporting a socially responsible company
important to you?
No
16%
Yes
84%
Figure 7: Is supporting a socially responabile company important to you?
Are you aware that CLIF Bars are made of
70% organic ingredients?
Yes
40%
No
60%
Figure 8: Are you aware that CLIF Bars are made of 70% organic ingredients?
35
Appendix C: Everyday Athlete Profile
Nick and Jennifer are Everyday Athletes living in Vancouver, British Columbia. Nick is 23 and
a Vancouver native who grew up mountain biking and snowboarding on the west coast
while Jennifer is 24 and originally from Toronto, Ontario. They both love getting out and
being active together, whether it’s at the gym or on the mountain. Typically, Nick and
Jennifer are active two to three times in a week. This often comes in the form of medium
intensity weight training and local running; although, the couple enjoys to hike, snowboard,
and mountain bike when they get the chance.
Balancing work and life puts the couple on the go more than ever before in their lives. Nick
is a university student in his fourth year and Jennifer recently landed her first professional job
out of post-secondary. The couple is always trying to stay healthy in the midst of their
whirlwind schedules. They purchase organic foods on a daily or weekly basis, as they need
it. Despite having only one source of income, the couple puts the most importance on the
quality and sustainability of products they buy. They believe that every dollar they spend
needs to go to a company that acts responsibly and cares for the environment that they
love to be active in.
36
Appendix D: Positioning Grid
Figure 9: Nutrition Bar Market
37
Appendix E: TV Story Board
Figure 10: Storyboard
The TV ad starts with a brief visual representation of Clif’s history. It shows a video clip of a
man attempting to bake his own nutritional-health bar. The ad then goes to a group of
people at a community event helping other people. After, it will flash to a video clip of a
man giving a homeless man a jacket and blanket. It moves to someone hiking and
reaching the peak of the hike, then lifting their hands to the sky in accomplishment. The
next clip is of a business owner doing business in a sustainable, responsible, and ethical
manner. Next the viewer will see a clip of someone nurturing the earth by gardening. Then a
clip of a woman tying up her shoes to go for a run will be on the screen. Lastly, a clip of an
oat field will appear, and Clif’s logo as well as “Conquering our cliffs for 25 years. What’s
your Clif?”
38
Appendix F: Outdoor Media
v
Figure 12: Conquerir la Litiere
Figure 11: Conquer your commute
39
Figure 13: Conquer the Mountain
Figure 14: Conquer Three Flights
40
Appendix G: Street Team Shirts
Figure 15: Street Team Shirts
41
Appendix H: Contest Terms & Conditions












No purchase necessary
Contestants must be over the age of 19
Contest opens March 20th, 2017
Contest closes January 31st , 2018
One entry per person
Contestants will sign up on the Clif Bar & Co. anniversary micro site and upload their
videos
Videos must include how the contestant embodies Clif’s aspirations, and showing
how they are meeting their own cliffs through these aspirations
Contest is open to all Canadian citizens (19+) and citizens of Quebec (19+)
Grand prize chosen by Clif Bar is $25,000*
People’s Choice receives a one year supply of CLIF Bars (valued at approximately
$900)
To receive the People’s Choice Award it is up to the contestants to promote their
individual video link to receive votes
Clif Bar & Co. will be reviewing all applications and choosing the best one based on
its Five Aspirations
*Subject to applicable taxes and fees (Quebec)
42
Appendix I: New Website
Figure 16: Website Redesign
43
Appendix J: Microsite
Figure 17: Microsite
44
Appendix K: Interactive Games
Figure 18: Game
45
Appendix L: Sweepstakes Terms & Conditions








No purchase necessary.
Participants must be 19+ and a resident of Canada (Quebec included).
Participants must successfully complete the game Clif’s Challenge located on the
25th anniversary website (www.http://clif.ca/25anniversary/clifschallenge) and be
able to answer a skill testing question. If the skill testing question is answered correctly
the participant must then fill out their contact information in the ballot form
provided.
One entry per person.
Only one winner.
Sweepstakes will be open from March 20, 2017 at 12:01 until January 31, 2018 at
23:59 PST.
Cash prize available in the amount of $2500 CAD in the form of a cheque.
Winner will be drawn on February 1, 2018.
46
Appendix M: Mobile Mountain
Figure 19: Mobile Mountain in Vancouver, BC
47
Appendix N: Blocking Chart
Figure 20: Blocking Chart
48
Appendix O: Budget
Figure 21: Budget
49