Nike Energy Bar PR Proposal
Sheri Shannon
Southern New Hampshire University
1
Executive Summary
Nike, Inc. is the world’s largest sports and fitness company. Since its inception in 1964, Nike
has been committed to its customers by using the latest technology to provide high performing
products for athletic and recreational use for kids and adults. Now, the company is embarking on a
new endeavor in launching a new product in the health and nutrition market – Nike Energy, a
performance energy bar. Nike’s brand positioning dominates its category in the market and allows
the company to capitalize on being able to launch brand extensions. Through the public relations
“Next Level” campaign, Nike’s brand messaging will associate the company with health, nutrition
and well-being, and create a new position for Nike in the energy bar market.
There are currently more than 28 million consumers of nutrition bars, and that number will
increase because the sports nutrition market keeps growing. Launching a new energy bar is an
opportunity for Nike to expand its brand and offer additional high-quality products to help
consumers reach the next level of achievement. To successfully launch a new energy bar, Nike must
tap into its current brand audience of fitness enthusiasts, but also expand its message to appeal to
active women and recreationists. This will involve marketing the new energy bar to excitementseekers, fitness-driven athletes, getaway actives and health-conscious sociables.
There are many practices and strategies that can be used to promote and launch a new
product. The Next Level campaign is centered on using a bonfires and fireworks approach, aimed at
getting opinion leaders on-board early, increasing SEO through content generation and using social
channels to generate buzz throughout the duration of the campaign. Using key messages through
traditional, digital and media channels, the communication output of the campaign should create
product awareness and change the attitudes and behaviors of consumers so they take action and
purchase the energy bar.
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Situation Analysis
Nike, Inc. is the world’s largest sports and fitness company. The company that was started
by University of Oregon track coach, Bill Bowerman, and middle distance runner, Phil Knight,
originally producing shoes for track events, is now “just shy of becoming the definition of sports
themselves” (McNaney, n.d.). Nike designs, develops, markets and sells high quality footwear,
apparel, equipment and accessories for athletic and leisure purposes (“Nike”, 2014). Since its
inception in 1964, Nike has been committed to its customers by using the latest technology to
provide high performing products for athletic and recreational use for kids and adults. The
company’s mission is to “bring inspiration and innovation to every athlete* in the world” (Nike, n.d.,
para.1); and according to Bowerman, “If you have a body, you are an athlete” (Nike, n.d., para.1).
Nike’s brand of winning, performance, dominance, innovation and authenticity is one of the best
represented and culturally understood companies in the United States and around the world of
sports (McNaney, n.d.). It is due to strong brand positioning that Nike continues to lead the pack.
A brand is “based on culture, attitude, service, and the quality of that service” (White, 2012,
p.5). A strong brand needs personality, presence and three basics: consistent delivery, a distinctive
product, and an alignment between communication and delivery (Larson, 2011). As Nike has
matured over time, their brand has evolved from being product-focused to one that is about an
attitude. Nike is a vanity brand, relying on ego and selling consumers on the idea of staying on top
of their game, contrary to relying on demonstrating how a product helps to achieve a key goal or
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solve a problem (Newell, 2013). This type of emotional marketing sets Nike apart from its
competitors who sell similar products. When companies like Under Armour, Puma and New
Balance started to offer innovative athletic shoes and apparel worn by professional athletes, Nike
moved into selling an idea, to “bring inspiration” to their products. By utilizing celebrity endorsers
like Michael Jordan, Tiger Woods and Derek Jeter, Nike has created a superior value to represent
their brand (McNaney, n.d.). Nike’s branding strategy succinctly communicates the company’s
message, where it colors, typography, swoosh logo and tagline, “Just Do It” all clearly identify the
DNA of the company (Arnett, 2006).
a. Brand Position
Nike is positioned as an “exciting, spirited, cool, original and aggressive purveyor of athletic
footwear, apparel, equipment and accessories for a wide variety of sports and fitness activities”
(Haley, 2011, p.1). The athletic company focuses on “providing a consistent message to its customer
base by sticking to its formula of partnering with famous athletes which reinforces its theme of
producing high performing products and value” (Larson, 2011, p.10). Nike’s strong branding
position is like having moats around the company, limiting new business from competitors
(Mourdoukoutas, 2014). A strong reputation equals strong brand equity, and Nike is able to
capitalize on being able to launch brand extensions because new products are more likely to be
accepted than those of competing, lesser-known brands (Haley, 2011). Nike’s dominance in the
fitness market puts the company in a strong position to launch a new product in the health and
nutrition market with a performance energy bar.
“Nike’s brand of winning, performance, dominance, innovation and
authenticity is one of the best represented and culturally understood
companies in the U.S. and around the world of sports.”
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Gap Analysis
Nike’s brand credibility and authenticity is pivotal in marketing a new product in a market
outside of athletic-wear. Introducing a new energy bar with products such as Clif Bar, LUNA and
PowerBar already on the market, will require for the Nike brand to integrate selling a new product
along with the attitude. In order for Nike to enter the energy bar market, the company needs to
have a brand image associated with health, nutrition and well-being. This is where the athletic
company can use their strong brand image and make improvements in messaging so the public
views them as a wellness company. Other energy and nutrition bars may appeal to health and
nutrition in a natural and organic way, but Nike is not that type of brand. They are about health and
nutrition that gets people moving in a way that is enjoyable and fun. Nike’s best option is to use
messaging that associates the brand with being a leader in the sports and fitness world, and
providing a product that will help all athletes boost endurance and succeed in being active. With a
research lab that is an integral part of gaining scientific insight into understanding athletic
performance, using technology such as copper sweating mannequins and skin humidity sensors to
measure muscle strength (Nike, n.d.), Nike is in an excellent position to use its resources to produce
an energy bar that replenishes and refuels athletes.
a. Market Trends
Nike is a company of growth. Nike continues to design, produce and sell high-quality
performance gear and lifestyle products to inspire athletes to reach their full potential. There are
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more than 28 million consumers of nutrition bars, and that number will increase because the sports
nutrition market keeps growing (ReportBuyer, 2014). ReportBuyer (2014) published a market
research report that identified trends influencing the sports nutritional market and factors affecting
growth of sales through 2017. The report shows that women dominate the market for nutrition
bars and individual fitness buffs, with fitness walkers as the single largest segment, generating the
most opportunities in sports nutrition (ReportBuyer, 2014). Launching a new energy bar is an
opportunity for Nike to expand its brand and offer additional high-quality products to help
consumers reach the next level of achievement.
b. New Product Characteristics
There are many companies that use different labels, such as breakfast bars, energy bars,
nutrition bars, protein bars and snack bars, to create a niche in the food bar market. It can be
confusing to understand the purpose of each bar, but Nike will launch an energy bar: Nike Energy.
“A high-carbohydrate snack marketed towards active individuals” (Booth, 2012, p.2), Nike Energy
does exactly what its name implies - meet the calorific needs of individuals participating in physical
activity (Booth, 2012). Delivering a formula targeting the nutrient big three – protein, fat and
carbohydrates – that is also appetizing, has whole grains, nuts, seeds, dried fruits, and dietary
options for gluten, dairy and soy allergies, will help athletes reach their full potential. Energy bars
are versatile and can be consumed before, during and after exercise, but more consumers are eating
them as a midday snack. Nike is a company about physical activity, where play and sports are an
enjoyable part of life, so Nike Energy will be seen as a source of energy for those on the move.
“There are more than 28 million consumers of nutrition bars, and
that number will increase because the sports nutrition market keeps
growing.”
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Target Audience
Nike has several market segments for the number of products offered for world class and
everyday athletes. Nike focuses on people who are active and enjoy quality sporting goods,
especially footwear (Labrador, 2010). The sports company has footwear for running, basketball,
football, baseball, golf, tennis, soccer, skateboarding and everyday use. To successfully launch a new
energy bar, Nike must tap into its current brand audience of fitness enthusiasts, but also expand its
message to appeal to active women and recreationists.
a. Demographics
Demographics for Nike include both men and women, age 18 to 40, that are educated, single
and married (Labrador, 2010), but the company’s products are for men, women and children of all
ages and ethnicities from around the world, with a large segment being purchased by teenagers.
According to Piper Jaffrey, an investment bank and asset management firm, Nike remained as the
top clothing brand among teens across all income levels in 2014 (Peterson, 2014). When it came
down to footwear for upper-income teens, Nike was still the leader, besting brands like Sperry and
Steve Madden (Peterson, 2014). Teenagers making Nike their leading choice coincides with the idea
that the Nike consumer is athletic, active and casual with fashionable taste and a high income, often
rocking sneakers as a fashion statement (Labrador, 2010). Nike products are cool, confident and
stylish, and each market segment is really broken down based on the sport, style and geography of
the audience.
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Brands define the nutrition of their products differently to consumers. Some emphasize the
right balance between protein, fat and carbohydrates for high-performance athletes while others
focus on providing a snack with enough calories to keep you going through the day. Nike’s audience
for the energy bar will be urban, active, recreationists, ages 18 to 54, with a primary target on
women ages 25 to 44. ReportBuyer (2014) notes that women and the 25 to 44 demographic is a
sweet spot for sports nutritional marketers.
b. Psychographics
In sports marketing there are four key segments of active consumers based on the attitudes,
activities, interests and opinions of people: excitement-seeking competitors, getaway actives,
fitness driven and health-conscious sociables (Dodds and Swayne, 2011). Excitement-seekers fall
into the extreme sports category trying to foster personal improvement (e.g. snowboarding, wake
boarding, bungee jumping), whereas getaway actives don’t have much leisure time, so they use
their vacation time to hike, canoe or play golf (Dodds and Swayne, 2011). Fitness driven and healthconscious sociable individuals are similar in that they both believe in keeping fit, however the
workouts of fitness driven people involve running, high intensity cardio and weight lifting (i.e. these
people frequent the gym and participate in athletic events). Health-conscious people are more into
walking, light cardio and doing things at a slower pace, and most importantly purchasing healthy
foods (i.e. yogis or older women) (Dodds and Swayne, 2011). Based on the psychographics and
behavior of these groups of active and inactive people, Nike has two distinct groups for how they
market their new energy bar:
Group 1) excitement-seekers and fitness-driven athletes
Group 2) getaway actives and health-conscious sociables.
“Nike’s audience for the energy bar will be urban, active,
recreationists, ages 18 to 54, with a primary target on women ages
25 to 44.”
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“Nike Energy: Sustained energy for every athlete.”
Nutrition bars appeal to fitness buffs, more so to individuals than those who play team
sports (ReportBuyer, 2014). According to nutrition market trends, 6.3 million fitness walkers
comprise the single largest and most attractive market segment (ReportBuyer, 2014). People who
take yoga classes, pursue outdoor activities like mountain biking, camping and backpacking,
outnumber the people who play soccer, football, baseball and volleyball (ReportBuyer, 2014).
Active and outdoorsy people who care about fitness and are not considered high-performance
athletes, outnumber those in Group 1. Research shows that nutrition bars are for urban, outdoorsy,
active and busy people who want something that is beneficial for their health.
c. Targeted Messaging
It is the “pursuit of excellence,” “possibilities” and “finding greatness” that has become the
core of Nike messaging. Nike is all about performance, winning and dominance, but the food bar
market is inclusive of more people who need something on-the-go. Both market groups are active
and fall within the current trend for nutrition bars, but each group have different needs for Nike
Energy. Fitness walkers and yoga instructors have different fitness goals than snowboarders and
triathletes. Targeted messaging for Group 1 is about enhancing performance. Messaging for Group 2
is focused on Nike Energy as a fuel source. The emphasis is on Nike Energy providing endurance
without consumers thinking the product is only for those who engage in sweat-drenching
workouts. Nike Energy should also be seen as a source of energy for a day hike or morning walk.
The company’s messaging will focus on identifying and understanding the needs for all
athletes. CEO Nate Parker pointed out that Nike is about sponsoring athletes, not just events
(Bloomberg News, 2014). Not every consumer will define themselves as an athlete, so the brand
message must focus on Nike’s definition of an athlete. Women also have different nutritional needs
than men. By creating a product for this demographic, combined with understanding how women
move through sport science, Nike can appeal to this target market. By using phrases like, “For the
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athlete in you,” or “Created and inspired for active women” combined with images of women
kickboxing, running, kayaking, walking or hiking, the company will be able to send the message that
the energy bar was made for women that run marathons and take water aerobics.
Nike is sports science. Nike know athletes, what athletes need and how to keep athletes
active. Nike creates products and experiences to help drive performance across the brand. Nike is
about finding solutions to enhance athletic performance and with a research lab dedicated to
understanding the science of athletic performance, Nike knows what human bodies need to move.
Launching a new energy bar is taking the brand to the next level. Nike took things to the next level
with Air Jordan sneakers and elevated track and field by creating shoes to produce gold medal
winners. By positioning itself in the nutrition market as the force behind human performance and
potential, Nike will be able to reach its target audiences. The recommended brand slogan for the
energy bar is “Nike Energy: Sustained energy for every athlete.”
Key Words and Campaign Phrases
Energy
“Nike is sports science.”
Performance
nutrition
“We know athletes. We know how to keep you
active.”
Revive
“Nike creates solutions to help you train longer.”
Boost
“We’re taking fitness to the next level.”
Recovery
“Take your fitness to the next level.”
Endurance
“For the athlete in you.”
Fuel
“Created and inspired for active women.”
Active
“Giving you more miles per gallon to keep going.”
Health
“It’s about getting to the end. Nike will help you get
there.”
Fitness
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PR Strategy
By launching a new energy bar, Nike is taking athletic performance to the “next level.” The
Nike Energy PR campaign will be titled the “Next Level.” Nike will continue to rely on its identity as
a vanity brand for the energy bar public relations campaign by generating media buzz and word-ofmouth attention through the use of traditional, digital and social media efforts. The goal of the
campaign is to create product awareness using both a bonfire and fireworks approach.
Unlike other Nike products that already have social currency, such as Air Jordan sneakers,
introducing a new energy bar does not already have a high interest from the public. Therefore,
using a ripple effect where the key influencers are empowered to tell and share the story, much like
what the fashion industry uses to get attention about new trends, is not the best approach for the
Nike energy bar (Pentin, 2013). Nike also uses celebrity endorsements for many of its products and
campaigns, but the PR strategy is more focused on everyday athletes than professional athletes. The
brand should use a bonfire strategy, which starts lots of small fires, holds people’s attention and is
“always on” (Pentin 2013; Knight, n.d.). Bonfires take the form of ongoing search engine
optimization (SEO) strategies that focus on increasing site traffic and conversions throughout the
year (Knight, 2013) or an ongoing brand story. In combination with fireworks, or big and loud
campaigns that attract attention and pull in the audience (e.g. flash sales or launch events), Nike
will be able to get people interested in the new product (Knight, 2013).
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a. Keynote Presentation
The campaign will kick-off with Nike CEO and co-founder, Phil Knight, introducing the
product at a keynote presentation – a fireworks approach. Public events have the advantage of
speaking directly with the public and getting information to key influencers. Knight making the
announcement that Nike will enter the nutrition bar market is a way to get thought leaders on
board before the actual product launches and demonstrate how the product will benefit people.
Nike’s strategy is to build media coverage about the upcoming energy bar and use the momentum
to create an ongoing buzz (Kissmetrics, 2010). The presentation is an opportunity to interject key
messages and explain how Nike has created another solution for individuals to train longer by
taking fitness to the next level. People can go onto the Nike website to learn details about
ingredients and nutrition information about the energy bar. In addition, the presentation will be
live streamed and available for viewing later. Videos convey emotions that influence consumer
behavior and are great content marketing, “a marketing technique of creating and distributing
valuable, relevant and consistent content to attract and acquire a clearly defined audience – with
the objective of driving profitable customer action” (Content Marketing Institute, n.d., para.5).
b. Digital Media
Nike’s former vice president of marketing, Simon Pestridge, said, “We don’t do advertising
anymore. We just do cool stuff…Advertising is all about achieving awareness, and we no longer
need awareness. We need to become part of people’s lives and digital allows us to do that” (Pentin,
2013, p.48). Nike will create a microsite and discuss the energy bar on its blog – both bonfire
approaches. Microsites have a unique URL, making it easier for people to remember and find the
product. A microsite has the benefit of focusing on a specific product and highlights the features of
the new product using keywords and tags that are valuable for search engines. Nike will also start
blogging about the energy bar as a way to create content and drive SEO. Blogs generate 67 percent
more leads than companies who do not blog during product launches (Boccamazzo, 2014). Blogging
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is at the heart of content marketing, and how brands are able to grab people’s attention and keep
them coming back. Nike’s blog will be focused on creating strategic content with the inclusion of
keywords to improve search engine results. Writing about nutrition and the health benefits of
energy bars, especially for women (the target demographic) will attract new visitors and
supplement marketing efforts for customers who are looking for similar products. This is another
way for Nike to differentiate itself from other energy bars that are already on the market. To
achieve product awareness, Nike needs to draw out the suspense and emphasize its selling point of
knowing athletes, knowing what athletes need, and how to keep them active. Nike can do this by
sharing blog articles and hyperlinking to the microsite on social networks to drive traffic and gain
followers.
c. Social Media
Nike uses social channels to cross-promote larger PR and marketing campaigns. The Next
Level campaign will create a new account handle for the energy bar on all their social media
accounts, but the campaign will focus on Facebook, Twitter and YouTube. Using social media will be
two-fold for the company: to build momentum leading up to the product launch and creating
fireworks with a hashtag campaign.
i.
Social media evangelizers
Writers and thought leaders will become evangelizers or “social media foot
soldiers” (Schwartz, 2013, para.7) who will help raise the public profile of the
energy bar. 60 to 90 days before launch, the PR team will cultivate relationships
with writers and reach out to writers and bloggers on social media they have
relationships with. One tactic is using Help a Reporter Out (HARO), an online service
that connects members of the press with people from the public who have expertise
or experience in helping to write a story they are covering (Zazueta, 2013).
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ii.
Hashtag campaign
Hashtags are a great way to tie conversations together and make content
discoverable by targeted audiences. Brand conversations about Nike Energy will use
the hashtags “#nextlevel” and “NikeNextLevel.” Nike has a history of creating viral,
awe-inspiring ads. Nike will post two Next Level campaign videos on YouTube and
share it on Facebook and Twitter using the hashtags campaign hashtags. The first
video will launch before the product with the launch date at the end, much like
when the company counts down to the release of sneakers from Kobe Bryant or
LeBron James. The second video will launch after the product is on shelves. Both are
part of the fireworks approach to attract attention.
d. Press Release
Lastly, Nike will distribute press releases announcing the new product, after the keynote
presentation and when the product launches. Press releases are viewed as trustworthy sources of
information and can be communicated via newspaper and magazine articles, television and radio
reports, blogs and social networking sites. However, distributing a press release does not equate to
the story being picked up by journalists and bloggers because writers receive hundreds of pitches
on a daily basis. This is why the relationships that were cultivated during the pre-launch period are
important. The opinion leaders that were invited to the keynote presentation and have been
writing about Nike’s new energy bar will also be the people covering the story when the product
launches. Press releases may be an older method of disseminating information but they are still
effective (Boccamazzo, 2014). Well-written press releases are a great way to grab headlines and
gain press coverage.
“We don’t do advertising anymore. We just do cool
stuff…Advertising is all about achieving awareness, and we no
longer need awareness. We need to become part of people’s lives
and digital allows us to do that.”
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Evaluation
Public relations is measured on three levels – outputs (impact on media/social channels),
outcomes (impact on target groups) and business results (impact on organizations) (Ketchum
Global Research & Analytics, n.d.). The communication output should create product awareness and
change the attitudes and behaviors of consumers so they take action and purchase the energy bar.
The first spike in PR will be the announcement of the energy bar at the keynote presentation. Press
coverage of this event will be a baseline for the volume of conversations about the energy bar using
a fireworks approach. The first two months of the microsite and blog will be used as a baseline for
typical volume on a daily, weekly or monthly period. Davis (n.d.) recommends the following as
primary metrics for the Next Level campaign:

Awareness – volume, reach and exposure

Engagement – retweets, comments, replies and number of participants

Drive traffic – URL shares, clicks and conversions

Share of voice –volume of closest competitors to overall conversation of Nike brand
Criteria for Success
Reach
Urban, active, recreationists, ages 18 to 54, with a primary target on women ages 25 to
44. These individuals are excitement-seekers, fitness-driven athletes, getaway actives
and health-conscious sociables.
Awareness
The target audience becoming aware of Nike’s position in the nutrition market as a force
behind human performance and understands Nike Energy is a new solution to enhance
athletic performance.
Comprehension Consumers understanding the nutritional and fitness value of the energy bar.
Attitude
Consumers believing that the energy bar will give them the fuel, endurance and
nutrition needed to perform.
Behavior
The target audience purchasing the new energy bar within the first quarter of product
launch.
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a. Digital Media
People discover blogs through social media recommendations or search engines, but users
will bounce if the post does not have content pertaining to the answer they are looking for (Smith,
n.d.). When people visit a company website, they are specifically looking for that brand and will stay
on the site much longer. The bounce rate for both the microsite and the blog should be below 65
percent (Smith, n.d.). Understanding the amount of total visits and new sessions helps gauge how
well the campaign is driving traffic. In a healthy campaign, the total number of visits and recurring
visitors should grow steadily because the content and structure of the site is effective (DeMers,
2014). Channel-specific traffic, such as seeing if Facebook is driving most of the traffic to the blog
contrary to links on wiki pages, is also an indication of how certain channels are performing
compared to others (DeMers, 2014). The best metrics to measure the content of the energy bar
posts on the Nike blog:

Total visits - 1,000 visits per post

New visitors - 60 percent per month

Traffic sources – 40 percent from social media, 35 percent from search engines (Google,
Yahoo, Bing), 25 percent from referrals

Average time on page – 90 seconds at beginning of campaign, 2 minutes 30 seconds at
end of campaign. (Bounce rate under 65 percent)

Conversions to subscribers – 5,000 new subscribers
b. Social Media
Even though the energy bar launch does not garner the same international attention as the
World Cup or the Olympics, Nike should still receive a high number of mentions on Facebook and
Twitter. The objective is to reach a total of two million mentions throughout the campaign, with a
majority of the mentions being positive. The Next Level campaign should hit the following numbers
on social media:
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• 7,500 followers
on Nike Energy
handle
• 50,000 tweets
with
#NextLevel on
launch day
• Boost
engagement on
corporate
handle by 30%
• Boost
engagement
80% after
keynote and
product launch
YouTube
Twitter
Facebook
• 10,000 likes on
Nike Energy
page
• Increase
followers on
corporate page
by 5%
• Boost
engagemment
by 30 % during
campaign
• Boost
engagement
50% after
keynote and
product launch
• 500,000 views
on Next Level
videos
• 100 press
pickups of
videos
c. Press Releases
Nike will evaluate its press release distribution based on mentions, reads, referrals, traffic
and deliveries. Mentions is a number that reports how many times a brand was mentioned within a
timeframe and can help Nike learn if people are talking about them (Penn, 2013). Reads is how
many times the press release is read daily competing against other trending topics, while deliveries
is keeping tabs on which media outlets have received the news release (PR Web, n.d.). A similar
process as the blog and website metrics are used for analyzing referrals and traffic. Impressions
were left out as a main data point because they are a passive measure that does not indicate
commitment (Penn, 2013). Nike should aim for:

500 – 1,000 online pickups two weeks after the keynote presentation

1,200 – 1,500 online pickups after product launch
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
Publicity with mainstream media: television, magazines and newspapers (i.e. CNN, New
York Times, NPR, Forbes, Men’s Health)

200 write-ups from newspapers, bloggers, magazines and nutrition websites two weeks
after product launch
d. Data Analysis
Lastly, Nike will use the following quantitative and qualitative tools to measure the efficacy
of the Next Level campaign:
Social Mention Social media search engine that scours user-generated content through
Ask.com and delivers results as a single stream of mentions from different
platforms (Angeles, 2014).
Mention High-end version of Google Alerts that allows users to customize alerts and
delivers results in 42 languages from social media sites, news sites and other
web pages (Elran, 2013)
Google Free analysis service that measures website performance and activity. Google
Analytics Analytics can be used to research site visits, bounce rates, where visitors are
coming from (U.S. or other countries, most popular pages and average time
spent on the site (Matteson, 2013).
Meltwater High-end product that covers news features, online media monitoring and
News delivers breaking news from more than 200,000 news publication, social
sources and blogs (Dembak, 2013).
PR Newswire Global provider of multimedia platforms that enable corporate communicators
and public affairs officers to leverage content to engage with their key
audiences (PR Newswire, n.d.)
Hootsuite Social media management systems that helps manage many social network
channels, monitor multiple online streams in one place (e.g. Facebook, Twitter,
Google+, etc.) and track weekly analytics reports (Gray, n.d.).
““Having a clear set of goals in place is key to understanding what
you want to achieve and hence measuring it.”
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