1. Advertising CAmpAign
by PREMIER ADVERTISING
BethAny roCk | melissA strAuss | CAsey ledermAn | theresA ClArke | dAnielle ZiCkl | BrAndon BACorn

3. table of contents
1. Executive summary
Agency Identity
2. Brand strategy flow chart
Situation Analysis
Historical Context
3.Environmental Analysis
4.Competitor Analysis
5.SWOT Analysis
6.Marketing Objectives
Advertising Objectives
7. Budget
8. & 9. Time Frame
11.Research Objectives
12.Primary Research
methods & discoveries
13. Secondary Research
methods & discoveries
13.Brand Value Proposition
Functional benefits,
emotional benefits,
self-expressive benefits
14. Target Market Profiles–
Primary Target
15. Big Idea
16. & 17. Television Strategy
18. & 19. Magazine Strategy
20. Internet Strategy
21. Billboard Strategy
22. 23. 24. & 25. Excecutions
26. & 27. Brand Activation
28. Evaluation
29. Appendix
executive summary
agency identity
Premier Advertising is an integrated marketing
company that builds impactful and result driven
campaigns. We capture our clients’ unique brand
identity through strategic communication. We
focus on both creative and marketing strategies
to best fit our clients’ needs. Premier Advertising
formed in 2015 in Ithaca, New York and is com-
prised of six individual employees.
“Be our KIND” is our big picture idea. The premise is
that we want to attract our target market by appeal-
ing to their sense of belonging within the image of
KIND bars. The personas we’re creating are those of
hardworking, real women. We are focusing on three
types of people: moms, athletes, and students—all
women between the ages of 18-49. We believe that
these groups of people fit our target of being “our
kind” of individuals. Within our three types of people
we’ve isolated a specific tagline to emphasize a shin-
ing quality of each group. Our moms are superhe-
roes, the athletes are enthusiasts, and the students
are night owls. All of this is shown in our media exe-
cutions.
1

4. situational analysis
Historical context
KIND started in 1994 as a for-profit business with PeaceWorks. PeaceWorks
aims at making a profit and pursuing peace. They have created joint ven-
tures between Israel and Palestine and have created environments where
muslims, buddhists and christians all work together. In 2004 the company’s
founder, Daniel Lubertzky created KIND. Lubertzky is the son on a holocaust
survivor and founded the company on the idea of bringing kindness to the
world in the form of a healthy snack. Today the company is now based in
New York City and manufactures six product lines.
produCt timeline
(2004-2014)
2004 2008 2010 2011 2012 2013 2014
research
goal setting
creative
brainstorm
application
critiquing
finalizing
(brand strategy in 6 steps)
2

5. environmental analysis
competitive Forces
Today’s consumers are the smartest they’ve ever been. And when a smart consumer shops for health
foods, they look for the products with the fewest ingredients, the most natural ingredients, and the
ingredients they can actually pronounce! The rising health food trend has created both an opportu-
nity for KIND, but also a breeding ground for other health foods that just aren’t up to KIND’s one-
of-a-KIND standards. KIND Bars can still claim to be the snack bar with the fewest ingredients, and
least processing.
sociocultural Forces
“Healthy Living” isn’t just a trend anymore. It’s a real way of life that consumers are exploring and
accepting into their homes everyday. And when healthy living means more energy, stronger immune
systems, fewer sicknesses, and longevity, who wouldn’t want to be a part of KIND’s brand? The so-
cietal emphasis on healthy living shouldn’t just end at what goes into your body, though. That’s why
KIND does more than create the highest quality snack bars around, but makes being kind to your
body and to others an integral part of their message. Healthy living + love = KINDness.
economic Forces
No one said healthy living would be easy on your wallet— and eating healthy is no exception. If
you want whole grains, fruits, and the benefits that come with them, you have to pay for it. As it is,
society’s stance on health is that it’s only for the wealthy people who can afford it. Unfortunately, the
quality and love that goes into KIND bars is much less likely to reach those of lower income. Health
just isn’t seen as being worth the cost.
3

6. competitor analysis
strengtHs
Have more than just bars (cere-
als oats biscuits), give snack and
meal ideas, has partners such as
National Parks Conservation Asso-
ciation, Vial Resorts, The first Tee,
etc), campaigns such as #getout-
there, Healthy Bar, Strong Social
Media Presence, flavor variety,
nice website
Weaknesses
Lack of television Advertisements,
limits themselves to “outdoors”,
heavy competition, no health
conscious bar option
strengtHs
come from a company with huge
brand of products, variety of
flavor, many flavor variety, of-
fer health conscious options,
company has been around for a
while (has brand loyalty), inter-
est based advertising(track what
customers are interested in), nice
website
Weaknesses
lack of advertisements, no cam-
paigns currently running, compe-
tition
4

7. SWOT analysis
strengths weaknesses
opportunities threats
• All natural ingredients
• Multiple flavors to choose
from
• Different variety of snacks
• Vast health benefits
• Easy to navigate website
• Guilt free snacking
• Large target audience
• Not enough awareness of
the product
• On the more expensive
side
• Not in every grocery store
• People are willing to spend
more money on healthier
foods
• Giving people the opportuni-
ty to do a kind act
• Target audience wants to live
a healthy lifestyle
• Other competitors have cheap-
er products
• Competitors have stronger
marketing campaigns
• Competitors have stronger
name awareness
5

8. advertising objectives
marketing objectives
Our marketing objectives are to increase awareness of
the KIND brand and create a lasting and positive brand
image. We want to place ads in magazines, in bus sta-
tions, on billboards, on the Internet, and on television to
make KIND visible. This will hopefully result in an in-
crease of positive word of mouth communication, as well.
If people see KIND advertisements and like the message,
they will buy the products and tell people they know to
do so as well. We ultimately want to increase KIND sales
by 8% by the end of the year.
For our advertising objectives, we want our media to have a frequency of 4 times per
person with a reach of 75. We also want 75% of our target audience to understand our
message as well as a 60% conviction rate. This means that we want 60% of our target au-
dience to see their own values reflected in our message and therefore want to buy KIND
products.
sales
+8%by end of year
freq./reach
4/75
msg. comp.
75%
conviction
60%
budget allocation chart (%)
6

9. budget
total
$13,273,548.00
With our budget of $14 million, we have decided to allocate the
funds in the following media. Television dominates the largest part of
the our budget, as we feel it best reaches our target audience. The
remainder of our budget not included in total is dedicated to brand
activation, and crisis management.
7

10. TIME
We are starting our
campaign in January.
We believe that since
KIND bars are good
for you, we should tie
it in with when people
make their New Year’s
resolutions. Most peo-
ple want to start out
the new year healthier,
and having KIND on
their radar will help
with that. The main
goals of our campaign
were to increase sales
by 8%, have 75% of
our target audience
understand our mes-
sage, have 60% of
our target audience
understand our values,
and have a media fre-
quency of 4 times per
person.
8

11. FRAME
9

12. research objectives
1. Determine what types of people
KIND should target.
2. Determine where KIND should ad-
vertise.
3. Determine what variables affect
granola bar purchases.
10

13. primary research
metHods
discoveries
Our primary research came from a survey we conducted on Survey-
Monkey, where we posted the link on Facebook and Twitter for our
friends and followers to take. Our survey had eight multiple-choice
questions; some were about people’s granola bar preferences and
others were about more general demographic information.
Fifty-eight people—82.8% who were female and 17.2% who were
male—took this survey, mostly between the ages of 18 and 25. (7%
were between the ages of 26 and 33, and 5% were between the ages
of 34 and 49.) Our survey showed that most people were from the
East Coast, read entertainment and gossip magazines, didn’t exercise
regularly, and thought that taste (as opposed to price or nutritional
value) mattered most when choosing a granola bar to eat. In addition,
when asked directly if they preferred Quaker bars, Clif bars, or KIND
bars, the majority of people chose either Quaker or Cliff bars. This
means that KIND has to target the aforementioned demographics to
effectively compete with these other brands.
11

14. secondary research
We found that, according to KIND’s website, the three most pop-
ular bars are the Dark Chocolate Cherry Cashew + Antioxidants,
Almond & Coconut, and Cranberry, Almond + Antioxidants. Ac-
cording to socialmention.com, there are currently 190 positive
mentions about KIND bars, with 60% strength, 51% reach, and
25% passion. Fortune.com states that KIND bars can be found in
80,000 locations in the U.S. and sales were around $120 million
in 2012. However, we haven’t seen KIND advertise in any medium.
As of now, 357,000 people have liked KIND on Facebook and they
have almost 50,000 followers on Twitter.
We used socialmention.com because it is a good way to find out
what others are saying about KIND and how they feel about it.We
used KIND’s website because it is smart to go right to the source.
Fortune.com is very informational, so we decided it would be a
good place to look for this data. We also used Simmons to gather
MRI data and SRDS to give us price and circulation data.
metHods
discoveries
12

15. brand value
proposition
Functional beneFits
emotional beneFits
selF-expressive
KIND bars are a healthy option for
snacking. Ingredients include nuts,
dried fruit, antioxidants, protein, flax
seeds, and non-GMO (genetically mod-
ified organisms) glucose; these are all
foods that are good for your health.
Eating a KIND bar will make you feel bet-
ter about yourself since you are eating
something that is good for you.
Eating healthy shows you are disci-
plined. You are willing to eat some-
thing that has health clear benefits,
even if something less healthy tastes
better.
13

16. primary target market profiles
meet rachel
Rachel is an active 20-year-old who is on UCLA’s track team.
On the days she isn’t lifting or practicing with her team, she
goes for long runs either on the treadmill or outside. Because
Rachel leads this type of lifestyle, protein is a very important
part of her diet. This is why she makes sure to eat a pro-
tein-packed KIND bar before every workout.
meet sarah
Sarah is a 32-year-old single mother of three who is always on
the go. A typical day includes driving her children to and from
school, taking them to soccer, piano, karate, and their friends’
houses for parties and sleepovers. Sarah rarely has a minute to
herself, so she eats KIND bars on the go to give her the energy
she needs.
meet diane
Diane is a health-conscious 49-year-old who enjoys watching
Oprah in her spare time. She goes to the gym a few times a week
and is always aware of what kind of food she puts in her body.
Among other things, her pantry is stocked with KIND bars, since
they are filled with antioxidants, chia seeds, fruit, whole grains,
flax, protein, and Omega 3.
18-24
25-31
41-49
14

17. big idea:
BeOur
KINDThe message behind “Be Our KIND” is one that is
meant to speak to powerhouse women who personify
the beliefs of the KIND brand: hardwork, healthy living,
and passion for tasteful snacks. We want to tell our au-
dience that they should be our kind of people. Based
on our research, KIND’s biggest problem is a lack of
brand awareness; we’ve developed a strategy to best
attack this problem. For our strategy to work, we’ve se-
lected a “pulsing” message schedule.
15

18. television strategy
The networks Premier chose to broadcast our KIND commercial on are Food
Network, Lifetime, HGTV, and Fox. These networks were chosen based on
their high index numbers. People who watch these channels are health con-
scious and primarily women between the ages of 18-49.
On Lifetime, the commercial would
be playing during Dance Moms.
Dance Moms runs continuously at
night from 6PM Eastern Time until 9
PM. These times can appeal to not
only mother’s who are looking for
that “mindless TV” show, but young
adults who love reality television. This
show will hit our target of the work-
ing mother coming home from work,
the stay at home mother, and even
young adults in college or coming
home from work looking for a show
to wind down. Dance Moms promotes
athleticism with its show’s premise
being young dancers, so mothers
and children who are into dance
would also enjoy this show.
On HGTV, the commercial will
be playing during Love it or List
it. Love it or list it is on at 9 PM
Eastern time. This show helps
homeowners decide whether
they want to keep or sell their
house by either transforming
their house and giving it a make-
over, or seeing if they should
sell it and make a profit. HDTV
is specifically targeted toward
mothers. This show is perfect
to show our KIND commercial.
Featuring many young couples,
this will target the younger de-
mographic. Another perk is this
can be shown right after the last
spot of Dance Moms.
16

19. On Food Network, KIND
bar commercials will be
playing during The Pio-
neer Woman. The Pioneer
Woman plays at 11:30 AM
Eastern time. At this time,
our commercials will reach
the segment of “stay at
home mothers” during this
slot. The Pioneer Woman
highlights the importance
of children and family, so
this show is one that ap-
peals strongly to mothers.
Also, the show creates
child-approved recipes, so
mothers would specifically
tune into this show to get
ideas for family dinners.
On Fox, KIND commercials
will be playing during
New Girl. This specifical-
ly will target our 18-25
female age range. This
show is one of the most
popular shows on Fox.
Focusing around a female
character with supporting
male characters, this show
has gained a huge female
fan base. New Girls airs
Tuesday’s at 9 PM East-
ern, so it is the perfect
show to wind down some-
one’s night. Because of
it’s loyal fan-base, they
have similar rating each
episode, to give an equal
showing of the commer-
cial.
17

20. magazine strategy
1,518,833 circulation
Bon Appétit is a monthly publication that fo-
cuses on food and entertaining. Bon Appétit
was started in 1956 with its headquarters in
Los Angeles, but it was moved to New York
City in 2011. The median age of its audience
is 48 years old, and 74% of its audience is
female. People from the East Coast and the
West Coast are reached, which is perfect since
most health-conscious individuals reside here.
Bon Appétit also caters to people who have an
interest in food and cooking.
1,011,971 circulation
Marie Claire is an international monthly
magazine that is geared toward wom-
en. It focuses on women from around
the world, as well as beauty, health, and
fashion. Marie Claire reaches the young-
er constituent of our target audience who
live mostly on the West Coast and are
interested in leading a healthy lifestyle.
18

21. 1,044,524 circulation
The New Yorker is a weekly magazine
that reports on politics, international af-
fairs, pop culture, technology, and busi-
ness. Cartoons, fiction, and poetry are
showcased as well. The New Yorker
also offers a digital edition. This maga-
zine reaches the older constituent of our
target audience, as well as people from
the East Coast and the West Coast since
these are the areas of the U.S. that are
the most health-conscious.
1,525,556 circulation
Women’s Health is a magazine that is
published 10 times per year. It focuses
on health, nutrition, fitness, and lifestyle.
Women’s Health was created in 2005
and is based in Emmaus, Pennsylvania,
so it is geared toward health-conscious
women living on the East Coast.
19

22. About.com is a website where expert-created content on
all subjects can be found. Experts contribute their knowl-
edge on topics such as fitness, food, travel, etc. It is one
of the most visited sites in the U.S. and targets a bit of an
older audience.
internet strategy
WebMD is a website that provides health information, tools for
managing your health, and support for any health concerns
people might have. Whenever people feel there is something
wrong with them health-wise, their instinct is to go online to find
out what is going on. Since we are living in technological era
where most everyone has access to a computer, people of all
ages use this website.
Buzzfeed is a website that provides news and entertain-
ment that is content-driven and shareable. On the web-
site, people can find videos, quizzes, and articles about
health, lifestyle, animals, music, science, etc. Buzzfeed
targets a younger crowd since it offers a more unique
style of getting information across.
20

23. OOH strategy
We chose to advertise our billboards in populous cities with high in-
dex numbers on MRI data that matched the demographics and psy-
chographs of our target audience. The MRI data with the highest index
numbers include: Miami, San Francisco, Washington DC and New York
City.
Since New York City and San Francisco are high populous cities, we
chose to advertise our billboards for three months each. Both of these
cities fall into the high CDI category.
Both Miami and Washington DC will advertise our billboards for two
months since the population is still high. The months that we will ad-
vertise are months that have extra people in the population such and
students and tourists to gain a higher reach.
21

24. magazine
excecution 1
“Night Owl”
magazine
excecution 2
“Enthusiast”
22

25. billboard
excecution
magazine excecution
3 &
OOH excecution
23

26. TV excecution
internet banner exceution
24

27. brand activation
time table
25

28. A BuzzFeed quiz is a quick, and fun way to grab our 18-24 year old target mar-
ket’s attention. Not only does the quiz pair players with their “matching” KIND bar,
but the results page includes a description of the flavorful bar, and links leading to
kindsnacks.com. Some benefits to this include BuzzFeed’s easy social media shar-
ing options, and the growing popularity of BuzzFeed. The quiz would also encour-
age interactions via the KIND bar hashtag, #beourKIND.
brand activation
26

29. Our Point of Purchase display ad (in the natrual foods sections of groceries,
and convience stores) will attract the attention of shoppers and remind them to
#beourKIND. The red-caped KIND character is sure to bring to mind the su-
perhero KIND commercial, thus engaging the target audience with a little syn-
ergy to reinforce the brand message and campaign.
27

30. evaluation
We are starting our
campaign in January. We
believe that since KIND
bars are good for you, we
should tie it in with when
people make their New
Year’s resolutions. Most
people want to start out
the new year healthier,
and having KIND on their
radar will help with that.
The main goals of our
campaign were to increase
sales by 8%, have 75%
of our target audience
understand our message,
have 60% of our target
audience understand our
values, and have a media
frequency of 4 times per
person.
28

31. Appendix
29

32. graph results
from survey
30

33. creative brief
31

34. meet the team
32

35. Agency biOgrAphieS
Bethany Rock is a sophomore
Integrated Marketing Communications
major at Ithaca College. There, she is an
Event and Marketing Coordinator, a Copy
Editor for the campus’ award winning
newspaper, Vice President of IC League
of Legends, as well as a Teaching Assis-
tant of Presentation and Graphic Design.
Bethany plans on studying away in LA
for the Fall 2015 semester where she
hopes to find an intern position with a
game developer or agency. She also loves
reading, writing, swimming, -ing endings,
and pasta. Her favorite KIND bar is the
Pomegranate Blueberry Pistachio + Anti-
oxidants to help her power through her
workouts.
casey LedeRman is a sophomore
IMC major. She is a student event man-
ager on campus and President/founder
of IC Beatbox, Ithaca’s first beatboxing
club on campus. Casey plans to study
in London next spring, and is interning
this summer at an experiential marketing
agency called Pop2life in New York City.
Her favorite KIND bar is the Peanut But-
ter Dark Chocolate Healthy Grains bar.
33

36. meLissa stRauss is a sophomore
Integrated Marketing Communications
major at Ithaca College. She is from
a small town in northern New Jersey.
Her hobbies include watching movies,
checking trends on social media, and
checking out trendy restaurants in
the big apple. She hopes to pursue a
career working with celebrities in the
entertainment industry. Her favorite
KIND bar is the Fruit and Nut Delight.
BRandon BacoRn is a senior Theatre
Arts Management major at Ithaca College
from central New Jersey. Recently he was
the marketing intern for the Ithaca Shake-
speare Company and the Reception Coordi-
nator for the department of theatre arts at
IC. When he is not working in the Theatre
Brandon can be found out and about giving
back to the surrounding community. While
expressing his random acts of kindness
he can be found enjoying a KIND Hickory
Smoked bar.
34

37. danieLLe ZickL is a senior writing major
from Macungie, Pennsylvania, who has a
minor in integrated marketing communica-
tions. She currently works at the Ithaca Col-
lege Fitness Center and interns at the Ithaca
Times as a copyeditor. She has previously
copyedited for The Ithacan as well as written
for ICTV, Cake Zine, and Imprint Magazine.
Danielle enjoys skiing, running, and reading.
She hopes to pursue a career in journalism.
Her favorite KIND product is the Vanilla Blue-
berry Healthy Grains bar.
theResa cLaRke is a dedicated, right-
brained student, who uses her creative mind to
intertwine with serious business situation to cre-
ate a high energy, innovative, and original envi-
ronment. She is a sophomore Integrated Market-
ing Communication major with an art minor who
is currently enrolled at Ithaca College. Theresa is
from a small suburban town in New Jersey that
is a short 30-minute drive away from New York
City. Her hobbies include running, art, writing,
being outdoors, working on cars, and watching
movies and listening to music. Theresa’s hope is
to someday live in the City and get a job working
as an art director in an advertising company. Her
favorite KIND product is the Raspberry Clusters
with Chia Seeds that she puts in her greek yo-
gurt every morning.
35

38. end nOTeS
1. (n.d.). Retrieved April 28, 2015, from http://www.socialmention.com/search?q=KIND
bars&t=all&btnG=Search
2. (n.d.). Retrieved April 28, 2015, from https://placeit.net/
3. (n.d.). Retrieved April 28, 2015, from http://www.rdeliciouskitchen.com/wp-content/up-
loads/2015/03/KIND-bars1.jpg
4. (n.d.). Retrieved April 28, 2015, from http://www.hercampus.com/sites/default/files/2015/02/25/
kind-bars.jpg
5. (n.d.). Retrieved April 28, 2015, from http://kindsnacks_wp.s3.amazonaws.com/wp/wp-content/
uploads/2013/04/home-feature-mix.png
6. (n.d.). Retrieved April 28, 2015, from http://ecx.images-amazon.com/images/I/91XLHrA+IkL._
SL1500_.jpg
7. (n.d.). Retrieved April 28, 2015, from http://ecx.images-amazon.com/images/I/91XLHrA+IkL._
SL1500_.jpg
8. (n.d.). Retrieved April 28, 2015, from http://www.rdeliciouskitchen.com/wp-content/up-
loads/2015/03/KIND-bars2.png
9. (n.d.). Retrieved April 28, 2015, from http://www.diabetesdaily.com/voices/files/2013/03/Screen-
Shot-2013-02-21-at-3.05.03-PM2123.png
10. (n.d.). Retrieved April 28, 2015, from http://img.foodnetwork.com/FOOD/2012/10/23/HE_Kind-
Bars-Dark-Chocolate-Sea-Salt-Nuts_s4x3_lead.jpg
11. (n.d.). Retrieved April 28, 2015, from http://www.weei.com/sites/default/files/Kind-Logo.
jpg?1428091079
12. (n.d.). Retrieved April 28, 2015, from http://www.trail-running-blog.com/wp-content/up-
loads/2013/02/kind-fruit-and-nut.png
13. About Us - The New Yorker. (n.d.). Retrieved April 28, 2015, from http://www.newyorker.com/
about/us
14. About WebMD. (n.d.). Retrieved April 28, 2015, from http://www.webmd.com/about-web-
md-policies/
15. Bon Appétit. (n.d.). Retrieved April 28, 2015, from http://en.wikipedia.org/wiki/Bon_Appétit
16. BuzzFeed. (n.d.). Retrieved April 28, 2015, from http://www.buzzfeed.com/
17. KINDSnacks. (n.d.). Retrieved April 28, 2015, from http://www.kindsnacks.com/
18. Marie Claire | Hearst Corporation. (n.d.). Retrieved April 28, 2015, from https://www.hearst.com/
magazines/marie-claire
19. Why Kind bars are suddenly everywhere. (2014, February 10). Retrieved April 28, 2015, from
http://fortune.com/2014/02/10/why-kind-bars-are-suddenly-everywhere/
20. Women’s Health (magazine). (n.d.). Retrieved April 28, 2015, from http://en.wikipedia.org/wiki/
Women’s_Health_(magazine)
36

40. Be our KIND
love,
PREMIER ADVERTISING