This document provides an overview and strategic plan for a granola subscription service called Nuts About Granola. Primary research found that most consumers consider granola a breakfast food but are unfamiliar with this brand. The plan aims to position the subscription service as a nutritious, convenient and flavorful breakfast solution delivered straight to customers' doors. A proposed budget of nearly $1 million includes print ads, social media, sponsorships, pop-up shops and production/agency fees to build brand awareness and convert memberships.

2. MEET OUR TEAM

3. Anna Blunt
Account Planner
Marcus Perez
Account Manager
Cara vedral
Copywriter
Ava Wolf
Art Director
Masako yonemura
Media Planner

4. RFP TAKEAWAY

5. • Brand awareness for Nuts
About Granola
• Increase web traffic and
ecommerce
• Launch the subscription box

6. ISSUE overview

7. • Geographically limited
• Insubstantial market presence
• Lack of brand awareness

8. INDUSTRY overview

9. • Organic on the rise
• Demand for clean labels
• Consumer desire for
convenience

10. Competitive analysis

14. PRIMARY RESEARCH

15. Methodology
QUANTITATIVE
• 3 online surveys
• 296 respondents
• Consumer Research
• Granola
• Breakfast
Qualitative
• 35 in-depth interviews

16. 84%of respondents eat granola.

17. 96%of respondents have never heard of Nuts About Granola.

18. Research objectives

19. What do consumers recognize as the most
important factor when purchasing food?

20. 79%OF RESPONDENTS SAY NUTRITION.

21. 81%OF RESPONDENTS SAY TASTE.

22. 86%OF RESPONDENTS SAY quality of ingredients.

23. Why do consumers order
packaged food online?

25. Are consumers subscribed to a service?

26. 84%Of respondents have never ordered a subscription service.

27. What would incentivize consumers
to order a subscription box?

29. When do consumers
typically eat granola?

30. 86%OF RESPONDENTS consider granola to be a breakfast food.

31. 74%OF RESPONDENTS would eat granola for breakfast.

32. Communication objective

33. Persuade the target audience that
subscribing to the Nuts About Granola
monthly subscription service will liven
up every morning by introducing granola
as a nutritious, convenient, and
flavorful breakfast solution.

34. Key business issue

35. While potential Nuts About Granola
consumers consider granola to be a
breakfast food, they do not express
direct interest in a subscription
service, and are largely unaware of
our brand as a whole.

36. Positioning statement

37. For those looking to reinvigorate their
mornings, the Nuts About Granola monthly
subscription service delivers a nutritious,
flavorful and convenient breakfast staple
straight to their doorstep.

38. target audience

39. Demographics
• M/F 30-50
• Married with children
• Middle class professionals
• Urban dweller
psychographics
• Active lifestyle
• No particular diet
• Health conscious
• Tech savvy

40. Meet Rachel.
• 32
• Foodie
• Newlywed
• Head of marketing department
• Attends yoga twice a week
• Marathon runner
• Reads ”mommy blogs”
• Subscribed to food magazines

41. Meet Dave.
• 41
• Nurse
• Active lifestyle
• Enjoyshiking with hiswife
and daughter
• Prefers home-cooked meals
• Family oriented

42. Key benefit

43. The Nuts About Granola
subscription service will make
breakfast irresistibly convenient
by delivering nutritious, flavorful
granola straight to your doorstep.

44. Features

45. • Monthly subscription service
• 3 months
• 6 months
• 12 months
• Broad variety of flavors
• High-quality, natural ingredients
• Sourced locally and organically

46. Tone

47. Invigorating
energizing
fresh

48. The Big IDea

49. Put a little munch in
your morning with
nuts about granola.

50. Print ads

54. BANNER ads

56. WEBSITE

58. DIGITAL MARKETING

59. • Google AdWords
• SEO
• Paid Search
• Direct e-mail

60. Social media

61. Twitter

62. Instagram

63. Pinterest

64. FACEBOOK WEB FACEBOOK MOBILE

65. Media recommendations

66. print
• 1 page spread:
• June
• August
• October
• Reach:
• 13,874,000

67. print
• 1 page spread:
• July
• September
• November
• Reach:
• 5,176,000

68. sponsorships

69. Lisa leake What’s up moms Lily rubio
Millennial moms Jenny kusgen The mom’s view
INFLUENCERS

70. Events
• June: Adventures NYC
• New York City, NY
• July: street food fest
• Seattle, WA
• August: World Veg Fest
• San Francisco, CA
• September: Mill City Farmers Market
• Minnneapolis, MN
• October: Kid’s Euro Festival
• Washington, D.C.
• November: Philadelphia Marathon
• Philadelphia, PA

72. Pop-up shops

73. East Coast
• Miami, FL
• Boston, MA
• Washington,D.C.
WEST COAST
• Provo, UT
• San Francisco, CA
• Seattle,WA
Midwest
• Minneapolis,MN
• Boulder, CO
• San Antonio, TX

74. Why?
• Test new revenuestream
• Engage customersoffline
• Create a sense of urgency
• Cater to specific demographic
• Inform new customers
• Generate brand awareness
Where?
• $10,000 per temporary shop
• 8 A.M. – 1 P.M.
• 2 weekendsper month
• Trader Joe’s
• WholeFoods
• Costco
• Aldi

75. Success metrics

76. MEMBERSHIP CONVERSION
SOCIAL ENGAGEMENT
INCREASED WEB TRAFFIC
INCREASED ECOMMERCE

77. MEDIA FLOWCHART

79. budget

80. Print ads 479,772
Social media 75,000
Google adwords 18,000
sponsorships 93,000
Pop-up shops 90,000
Free trial 25,000
Production fees 100,000
Agency fee 100,000
Grand total 995,772