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The Fearless Dingoes25 Cliffs DenDown Under, BC, V6G 2E6
April 13th, 2015
Geoffrey Bird and Tessa JordanBritish Columbia Institute of Technology3700 Willingdon AvenueBurnaby, 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 [email protected].
Sincerely,
Jenna Aalten, Andrew Bar, Brett Dubbert, Kelsey Gostelow, Melissa Hoffart, and Nicole Magnusson
Clif Bar & Co. 25th Anniversary IMC PlanTable of Content
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Table of Figures................................................................................................................5Executive Summary..........................................................................................................6Introduction......................................................................................................................7Background......................................................................................................................7Marketing Objective.........................................................................................................8Situation Analysis.............................................................................................................8
Stakeholders.................................................................................................................8Primary Findings...........................................................................................................9SWOT Analysis..............................................................................................................9Competitive Analysis...................................................................................................11
Strategic Decisions.........................................................................................................13Communication Objectives..........................................................................................13Target Audience..........................................................................................................13Positioning Strategy....................................................................................................14
Marketing Mix.................................................................................................................14Product........................................................................................................................15Price............................................................................................................................15Place...........................................................................................................................15Promotion....................................................................................................................15
Marketing Communications Strategy..............................................................................16Primary Tools..............................................................................................................16Secondary Tools..........................................................................................................17
Message Design..............................................................................................................18Message......................................................................................................................18Message Source..........................................................................................................18Creative Theme...........................................................................................................18
Creative Strategy...........................................................................................................19Gary Erickson and Kit Crawford...................................................................................19Clif. Employees............................................................................................................19Retailers......................................................................................................................19Suppliers.....................................................................................................................19Customers...................................................................................................................19
Communication Design...................................................................................................20Advertising..................................................................................................................20Sales Promotion..........................................................................................................20Internet Marketing.......................................................................................................21Public Relations...........................................................................................................22
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Pre-Testing..................................................................................................................23Message Delivery...........................................................................................................23
Contact Points.............................................................................................................23Media Vehicles............................................................................................................24
Budget............................................................................................................................25Evaluation.......................................................................................................................26
Marketing Objective....................................................................................................26Five Aspiration Awareness..........................................................................................26Trial Purchase..............................................................................................................26Repeat Purchases........................................................................................................27Brand Engagement.....................................................................................................27
Conclusion......................................................................................................................27References.....................................................................................................................28Appendix A: Marketing Objective Rationale....................................................................32Appendix B: Clif Survey Results......................................................................................33Appendix C: Everyday Athlete Profile.............................................................................36Appendix D: Positioning Grid..........................................................................................37Appendix E: TV Story Board............................................................................................38Appendix F: Outdoor Media............................................................................................39.......................................................................................................................................39Appendix G: Street Team Shirts.....................................................................................41Appendix H: Contest Terms & Conditions.......................................................................42Appendix I: New Website................................................................................................43Appendix J: Microsite......................................................................................................44Appendix K: Interactive Games......................................................................................45Appendix L: Sweepstakes Terms & Conditions...............................................................46Appendix M: Mobile Mountain.........................................................................................47Appendix N: Blocking Chart............................................................................................48
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Table of FiguresFigure 1: Marketing Budget Breakdown.....................................................................26Figure 2: Do you exercise or play sports?..................................................................33Figure 3: How often do you purchase nutritional-health bars?..................................33Figure 4: When you purchase nutritional-health bars, do the ingredients play a factor in your purchase decision?............................................................................................34Figure 5: How many times a week do you exercise or play sports?...........................34Figure 6: When you purchase nutritional-health bars, do the ingredients play a factor in your purchase decision?............................................................................................34Figure 7: Is supporting a socially responabile company important to you?...............35Figure 8: Are you aware that CLIF Bars are made of 70% organic ingredients?........35Figure 9: Nutrition Bar Market...................................................................................37Figure 10: Storyboard................................................................................................38Figure 11: Conquer your commute............................................................................39Figure 12: Conquerir la Litiere...................................................................................39Figure 13: Conquer the Mountain..............................................................................40Figure 1914: Mobile Mountain in Vancouver, BC.......................................................47
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Executive SummaryIn 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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IntroductionThe 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
Background Marketing objective Situation analysis Strategic decisions Marketing mix Communication strategy
Creative strategy Message design Message delivery Budget Evaluation
BackgroundIn 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.
Marketing Objective
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The campaign’s goal will be to increase Clif’s market share in Canada in the nutritional-health 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 AnalysisIn 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.
StakeholdersClif Bar & Co. maintains a simplistic spread of equity by remaining privately held and minimizing company share ownership.
Gary EricksonAs 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 CrawfordAs 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 co-Chief Visionary Officer, and was co-CEO until 2013, when Kevin Cleary took over as sole CEO (Bloomberg Business, 2014)
Clif Bar & Co. EmployeesIn 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,
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flexible work schedules, and a facility that encourages physical activity (Clif Bar & Co, 2014).
SuppliersClif 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).
CustomersClif 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 FindingsFrom an online survey conducted by the Fearless Dingoes, 272 respondents provided the following data:
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 AnalysisThe subsections below show an in-depth analysis of Clif’s internal strengths and weaknesses, as well as its external opportunities and threats.
StrengthsClif’s key strengths revolves around the ingredients in its products, its sustainable manufacturing methods, and its Five Aspirations.
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).
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
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Planet Invalid source specified.. This appeals to customers who are equally environmentally conscious, as well as differentiates Clif from its competition.
WeaknessesAlthough Clif’s strengths give the company a competitive advantage, it does have some internal limitations.
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).
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).
ThreatsImminent 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).
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)
Competitive AnalysisClif 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
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other categories offering different products with much of the same benefits. The next section breaks down Clif Bar’s main competitors.
Direct CompetitionCLIF 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: LarabarIn 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).
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 BarVega 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).
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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 CompetitionClif’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 CompetitionClif 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.
Strategic DecisionsBased on the research conducted, the following section describes the communication objectives, the target audience, and the positioning strategy.
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Communication ObjectivesThis 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 AudienceThe 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.
DemographicThis 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 health-nutritional bars than any other city (Print Measurement Bureau, 2014). The cities below have the highest density of retailers who sell CLIF Bars (Clif Bar, n.d.). Therefore, the campaign will focus its promotional activities in these locations.
Vancouver Calgary Edmonton Regina Winnipeg
Ottawa Toronto Montreal Quebec City Halifax
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PsychographicEveryday 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 StrategyGiven 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 MixThe product details, distribution channels, pricing, and promotional history are examined in the following sections.
ProductAll 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.
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PriceThe MSRP for individual bars is $1.39 (Personal communication, 2015) and in bulk $19.00. Retailers sell individually from $1.39 to $3.00.
PlaceCLIF 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).
PromotionClif 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.
#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.
Marketing Communications StrategyIn order to deliver an effective message, this campaign will leverage four promotional tools as part of communications strategy.
Primary ToolsThe campaign will have two primary tools which will help achieve three of the communication objectives: Five Aspirations awareness, trial purchases, and brand engagement.
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AdvertisingAdvertising 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 PromotionThe 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.
Secondary ToolsTo help effectively communicate the efforts of the primary tools, the campaign will use internet marketing and public relations as secondary options.
Internet MarketingMillennials 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.
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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.
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 MarketingDue 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
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Through these communication tools, the campaign will effectively reach the Everyday Athlete.
Message DesignThe 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 SourceThe 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 ThemeThe 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.
Creative StrategyIn 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 CrawfordAs 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.
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Clif. EmployeesClif’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.
RetailersBecause 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.
SuppliersSuppliers 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.
CustomersBy 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 DesignThe following is a detailed description of the look and feel of the specific design promotional tactics.
AdvertisingThe various advertising will incorporate TV, radio, and outdoor media to promote Clif’s 25th Anniversary.
TVThe 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.
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RadioThirty-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 MediaOutdoor 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 PromotionSampling 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 TeamClif 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.
SamplingThe 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?” ContestThe 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.
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Internet MarketingOutlined 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.
WebsiteThe 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 MicrositeA 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 GameAn 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.
Social MediaThe 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 OptimizationTo 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
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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 MountainClif 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 NationPartnering 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 CommunityTo 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.
DonationsClif 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-TestingFrom 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
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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 DeliveryIn order for the campaign message to be communicated effectively, specific vehicles will be used to reach the Everyday Athlete.
Contact PointsEveryday 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).
Media VehiclesThis 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.
TVGiven 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).
RadioThe 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.
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Outdoor MediaThe 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.
SamplingCLIF 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.
ContestThe 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 MarketingThe 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 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 RelationsThe following sections outline the media vehicles for each public relations event that Clif will be executing during its Anniversary Campaign.
Clif’s Mobile MountainStarting 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 NationBy 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.
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Figure 1: Marketing Budget Breakdown
Clif in Your CommunityClif 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.
DonationsClif 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.
BudgetThe $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.
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.
EvaluationAfter the campaign concludes, a number of post-test systems will be used to evaluate if the marketing and communication objectives have been successfully achieved.
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$1,002,50
0
$101,200 $68,100 $370,750
$502,808
$25,256 $2,500 $250,000
$176,887 TVRadioInternet MarketingOutdoor MediaEventsContestSweepstakesDonationContingency
Marketing ObjectiveTo 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 AwarenessClif 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 PurchaseClif’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 PurchasesClif 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.
Brand EngagementClif 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.
ConclusionClif 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.
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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?”
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Appendix A: Marketing Objective RationaleClif 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) $161,330,0003% of the market (our goal increase) $ 4,839,900
Bars sold to reach marketing objective: $4,839,900/$1.39= 3,481,943MSRP per bar $1.39
Bars per Everyday Athlete: 3,481,943/ 1,110,000= 3.2 bars
Total projected revenue: $49,543,900ROI: 4,839,900/2,500,000= 1.93596 (93% return)
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Appendix B: Clif Survey Results
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Yes95%
No5%
Do you exercise or play sports?
As needed75%
Daily3%
In bulk22%
How often do you purchase nutritional-health bars?
Figure 2: Do you exercise or play sports?
Figure 3: How often do you purchase nutritional-health bars?
Figure 4: When you purchase nutritional-health bars, do the ingredients play a factor in your purchase decision?
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114%
2-350%
4+32%
None4%
How Many Times a Week Do You Exercise or Play Sports?
Yes23%
No77%
When you purchase nutritional health bars, do the ingredients play a factor in your
purchase decision?
Figure 5: How many times a week do you exercise or play sports?
Figure 6: When you purchase nutritional-health bars, do the ingredients play a factor in your purchase decision?
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No16%
Yes84%
Is supporting a socially responsible company important to you?
No60%
Yes40%
Are you aware that CLIF Bars are made of 70% organic ingredients?
Figure 7: Is supporting a socially responabile company important to you?
Figure 8: Are you aware that CLIF Bars are made of 70% organic ingredients?
Appendix C: Everyday Athlete ProfileNick 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.
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Appendix D: Positioning Grid
Figure 9: Nutrition Bar Market
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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?”
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Appendix F: Outdoor Media
v
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Figure 11: Conquer your commute Figure 12: Conquerir la Litiere
Figure 13: Conquer the Mountain
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Figure 14: Conquer Three Flights
Appendix G: Street Team Shirts
Figure 15: Street Team Shirts
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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)
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Appendix I: New Website
Figure 16: Website Redesign
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Appendix J: Microsite
Figure 17: Microsite
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Appendix K: Interactive Games
Figure 18: Game
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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.
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Appendix M: Mobile Mountain
Figure 19: Mobile Mountain in Vancouver, BC
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Appendix N: Blocking Chart
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Figure 20: Blocking Chart
Appendix O: Budget
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Figure 21: Budget
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