Team Snack Attack: Bess Ardon Madeline Calvo Jonathan Caro

Team Snack Attack:
Bess Ardon
Madeline Calvo
Jonathan Caro
Amy Le
Ulisa Quiroz
Sarah Taft
TABLE OF CONTENTS
1. Executive Summary
2. Objective
3. Big Idea / Goal Plan
4. Situational Analysis
6. SWOT
National Plan
8. Target Segmentation
10. Geography
12. Seasonality
13. Media Tactics
19. Philanthropy
20. Flowchart
21. National Budget
Local Plan
23. Target Segmentation
25. Geography
27. Seasonality
28. Media Tactics
31. Flowchart
32. Local Budget
33. Appendix
EXECUTIVE SUMMARY
HUMAN has become the forerunner of the vending machine enterprise for 10 years, making
snacking convenient and fulfilling, whereas, creating “Easy Nutrition Everywhere”. Human is
ranked #1 Vending Franchise in Entrepreneur Magazine’s Franchise 500 and ranked on Forbes
Magazine’s “America’s Most Promising Companies” list.
Even though Snack Nation differentiates itself from other subscription snack delivery services by
the industry experience of its leadership, it is targeting towards only offices. We believe that
there is a way to increase SnackNation subscriptions to homes and also increase online
presence.
The key is to establish a brand identity and awareness with a recognizable campaign that
incorporates fun and healthy eating. SnackNation wants to make healthy eating just as
convenient as other foods. We can do this by targeting an audience that is passionate about
their health and fitness.
1
OBJECTIVES
1. Promote SnackNation as the ideal provider
for healthy snacks for active individuals.
2. Increase online presence with improved
website and social media.
3. Boost SnackNation home subscriptions
2
GOAL PLAN
The Big Idea
Miles Ahead in Nutrition
Promoting SnackNation
as a boost of energy to
athletes and as an ideal
snack post workout,
while advocating for
healthy living and
healthy eating.
3
The goal plan is what h.u.m.a.n stands for, we
want to promote the SnackNation brand as a
convenient healthy snack alternative that
acts as a boost of energy.
We want to endorse SnackNation as the ideal
snack option for an athletic and healthy
audience, specifically to marathon runners.
SITUATIONAL ANALYSIS
Consumer
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The US has the highest market shares
(31.6%) in snacking. 53% of Americans
are snacking two or three times a day.
Health has become a strong motivator for
food and drink purchases throughout the
U.S. consumers.
Snacking is so vital to the lifestyle of
Millennials (18-34) that Packaged Facts
considers them a driving force that will
propel the U.S. snack market to sales of
$77 billion by 2015.
Majority of Americans seek healthy
lifestyle with low sugar, high fiber are
most popular healthy product
positioning.
●
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Helping Unite Mankind and Nutrition
(HUMAN) was found in 2005 by Sean Kelly.
The company is America’s leading distributor
of convenient healthy food with its mission to
provide people healthy snacks at work and
home.
HUMAN employs 100 and signed up 40
clients for its new business model of
SnackNation which launched healthy snack
delivery within the incorporate environment in
order to provide “better-for-you” foods across
the nation.
The company has sold about 2,000 vending
machines to multiple business platforms in
over 40 states and 10 micro markets in
California to franchisees.
Company
4
SITUATIONAL ANALYSIS
Competition
Nature Box
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Website:
○
have their own brand of snacks
○
very organized and easy to use
○
includes detailed nutrition info.,
categories and reviews for the
various snacks
○
advanced online ordering tools.
○
displays images of the snacks
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Seasons:
○
has themed boxes (“fall feast box”,
“happy halloween box”)
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Pricing:
○
starts at $19.95/month
●
Promotion:
○
Facebook ads, behavioral
targeting
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Made $10.5M in 7 months
5
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Social Media:
○
23.3k Twitter followers and over a
million likes on Facebook
○
current with trends and create
competitions with related
hashtags (ex. #reuseabox for Earth
Day)
○
over 54,000 followers on Pinterest
and includes various boards (ex.
motivational quotes, recipes etc.)
○
as “users stories” on Facebook
○
Posts instagram pictures
frequently
Community:
○
Donates snacks to “Feeding
America”
○
Partnership with “WhyHunger”
SWOT ANALYSIS
Strengths:
○
○
○
Strong office delivery presence
Pioneer of healthy vending since
2003
Subscription guarantees 100%
satisfaction
Opportunities:
○
○
6
Legislative laws are forcing schools
to be health conscious by restricting
saturated foods
Social media pursues followers to eat
healthier
Weaknesses:
○
○
○
○
○
Main purchasers of SnackNation
products are lawyers & CPA’s
Brand awareness is low
Low social media presence
Price Perception
Short-staffed
Threats:
○
○
○
Society links healthy with grocery
store brands
Not all snack brands are well-known
Most of the population does not how
to read a nutrition label
National Target Plan
NATIONAL TARGET
Jessica (28)
Jessica is a mom of 2
with a passion for
running. She has
been participating in
marathons for 8 years
now. She runs to
keep in shape and to
keep up with her 2
boys. She graduated
with a Science
Degree in Human
Nutrition so she is
knowledgeable about
healthy eating. With the diet that marathon
training brings, SnackNation can be a perfect
source of nutrition for Jessica. With these grabn-go snacks, Jessica can easily take her snack
on the way to a track to train and after a race.
SnackNation will fit with her health oriented
lifestyle and keep her fit for her marathons.
8
National Media Plan
Marathon Runners
Age: 21-34
Gender: Female
Education: College
Relationship: Married
HHI: $50,000 +
Running History: average of 9 yrs
running, average of 7 races completed
Running Routine: run and average of 4
days per week
Motivation: exercise (23.1%), weight
concerns (17.1%, friend/family
encouragement (7.6%)
Health: average weight of 140.2 lbs
NATIONAL TARGET
Dan (34)
Dan lives in NYC and loves to run. He first
started running for exercise in order to stay
healthy. He’s a stockbroker and works long
hours but still makes time to run at least 3
days a week. His wife and kids are proud of
his consistency. His wife supports his
runner’s diet and
keeps his diet
clean. With Snack
Nation deliveries,
Dan will be able to
snack healthy and
be able to maintain
his running lifestyle
and also stay
fueled for all his
training and future
races.
9
National Media Plan
Marathon Runners
Age: 21-34
Gender: Male
Education: College
Relationship: Married
HHI: $50,000 +
Running History: average of 13 yrs
running, average of 8 races completed
Running Routine: run and average of 4
days per week
Motivation: exercise (21%), weight
concerns (15.3%), stay in shape (76.8%)
Health: average weight of 174.4 lbs
GEOGRAPHY
Regions
REGIONS
Individuals with a higher income are mainly located in
California, Texas, Massachusetts, and New York, just
to name a few. It’s 10X more likely for a person of an
income over 50K to be involved on marathons due to
the initiation cost. A professional runner can spend
more than $500 dollars on a single race.
●
Junior Adults (Below 50K) - 3%
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Young Adults(50-80K) - 50%
●
Master Adults (Over 80K) - 47%
(Percent of individuals that have participated on a marathon
based on personal income.)
A 77% increase running interest has
occur in the last 14 years across the
country. Marathon runners continue
to increase among metropolitan
regions that have annual runs.
10
National Media Plan
GEOGRAPHY
Cities
Search Volume: Marathons
Northern cities in the United States
continue to increase their interest on
marathons. Each year the interest
continues to increase by 5%.
Cities
Search Index
11
National Media Plan
New York
California
80
Washington
79
62
Chicago
Boston
58
100
Source: Google Trends
SEASONALITY
In an online survey, 63% of Americans chose
chips as their #1 snack choice. SnackNation’s
healthy chips will be included in the bags that will
be given out at the tour campaign to satisfy this
trend.
According to MarathonGuide.com, in 2010,
October remained the most popular month for
running a marathon.
Marathon races are ran all throughout the year
around the country but for the bus tour, we will
focus on the major marathons in our select cities.
Chicago (Bank of America Marathon) in October
NYC (ING Marathon) in November
Boston (The Boston Marathon) in April
Washington DC (Marine Corps) in October
California (L.A. Honda Marathon) in February
12
National Media Plan
“healthy snacks” search volume
MEDIA TACTICS
Owned Media - Website
Barriers:
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The website is not user friendly. It focuses
heavily on office environments
●
Does not feature detailed nutrition
information about the snacks
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Doesn’t suggest a free trial upfront
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Colors are bland
Opportunities:
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Include more descriptions about the
ingredients of each snack packages.
●
Feature previously offered snacks and top
rated as seen from SnackNation app
●
Live Twitter feed for real-time customer
satisfaction
●
Improve the web layout with simple menu
task and attention grabbing colors
Impression: 2,500,000
Cost: $50,000
13
National Media Plan
TRY IT FIRST WITH A FREE TRIAL
Pop-up to advertise
SnackNation App
MEDIA TACTICS
Owned Media - SnackNation App
Almost everyone has an smart phone and with the rapid
growth of technology, it’s essential to use that to our
advantage.
With an app, it won’t only increase brand awareness, but
also have the brand at a touch of a screen. With Androids
and Iphones running apps, it broadens the amount of
potential users it will reach.
It will give the user the ability to rate snacks, access the
blog and most thier account. SnackNation will become
more familiar with what the consumer likes without actually
choosing snacks.
The app will make it easier for the consumer to order their
snacks and keep track of their subscription .
The “#snackonthetrack” campaign offers a chance to win
a free 6-month supply of SnackNation snacks.
14
National Media Plan
Overall, the SnackNation app will increase interactivity
between the company and its consumers.
Impression: 2,500,000
Cost: $50,000
MEDIA TACTICS
Paid Media - SEO
Pay per Click
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Target the individual searching for
words like “marathon,” “running
styles,” “healthy snack.”
Impressions: 3,000,000
Cost: $60,000
Average monthly searches on SEO for
keyword: “running” (last year)
15
National Media Plan
Google AdWords
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Individuals with target general
keywords such as “running”,
“marathons” and “healthy
snacks” and also bigger events
such as “Boston Marathon”,
“Houston Chevron Marathon”,
“New York Marathon”, etc.
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impressions: 3,000,000
●
Cost: $60,000
Source: Google AdWords
MEDIA TACTICS
Paid Media - Promotional Events
SnackNation Tour Bus, #snacksonthetrack
In order to increase awareness, a tour bus will park at the finish line of the 5 major
marathons in Chicago, New York City, Boston, Washington DC, and California.
A package including snack samples, flyers, and coupons will be given to finishers to
encourage them to register for membership with SnackNation and maintain healthy
eating habits.
Furthermore, we will offer a competition where they will post pictures of themselves
on any social media platform preparing for and/or after the race with the hashtag
#snacksonthetrack for a chance to win a month supply of free SnackNation
deliveries. The competition will begin 2 weeks before the marathon and the winner
will be chosen a week after the race.
Rationale: Runners are very health conscious. They also want to eat nutritious with
convenient food which contains high in protein and
fiber. Runners are most likely to be loyal customers because
SnackNation can correlate with their diets for marathon
preparation.
Impression: 80,000,000
Cost: $1,600,000
16
National Media Plan
MEDIA TACTICS
Paid Media - Magazine
Full Page Color Ads with high
visibility will run from April,
October and November; which
are considered marathon
months.
Cost: $360,000
Impression: 10,285,714
17
National Media Plan
MEDIA TACTICS
Owned/Earned Media - Social Media
Facebook
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Behavioral Targeting
Track the web-browsing behavior of
individuals looking at running or
health websites.
Impressions: 5,000,000
Cost: $100,000
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Twitter
Promoted Tweets
Ordinary tweets used to promote our
best content; promo codes, event
information accompanied by
#snacksonthetrack
Used to drive website traffic and boost
brand awareness
Impressions: 5,000,000
Cost: $100,000
Hootsuite
YouTube
Efficient tool to use for scheduling social
media posts, as a way to stay organized
and consistent.
Enhanced Analytical Reports for
reviewing social media performance.
Over 10 million users and the world's top
brands use Hootsuite
Pre-Roll Youtube Ads.
National Media Plan
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Ads promoting SnackNation on popular
fitness gurus videos like Amanda Russell
or Kyle Hunt.
Pay 0.87 extra to extend the time frame
a person can exit the advertisement.
Impressions: 6,500,000
Cost: $130,000
PHILANTHROPY
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19
National Media Plan
Raise awareness behind
SnackNation’s
philanthropic efforts
Flyers will be included in
each shipment box
Give consumers a “feelgood” experience postpurchase
Encourage prospective
customers to purchase
FLOWCHART
20
National Media Plan
NATIONAL BUDGET
National Budget: $3,000,000
21
National Media Plan
Local Target Plan
LOCAL TARGET
Ricardo (26)
Ricardo lives in Houston and works in
the Energy Corridor for an Oil and
Gas company. He works long tiring
hours and uses running as a method
of relaxation and stress relief. He
enjoys running the trails of Memorial
Park and Terry Hershey on his down
time. Ricardo eats healthy and is
looking to supplement his diet with
healthy snacks as he begins to train
for his first marathon, but does not
know where to find these snacks.
Ricardo understands that in order to
have a successful marathon he
needs to be in tip top shape and diet
needs to supplement his intense
training.
23
Local Media Plan
Marathon Runners
Age: 21-34
Gender: Male
Ethnicity: Caucasian and Hispanic
Education: College
HHI: $50,000 +
LOCAL TARGET
Lucia (27)
Lucia is a hard-working, single
Hispanic woman in the
workforce as she works in the
Galleria area as a marketing
research analyst at a PR firm.
She has been under some
pressure regarding market
research, strategy and
calculating some numbers. And
as she gets home, she preps for
a workout as one of her hobbies
is running and enjoys the
atmosphere and the relief from
her work as it calms her down.
She loves running so much she
tries to participate in any
marathon when it is flexible.
24
Local Media Plan
Marathon Runners
Age: 21-34
Gender: Female
Ethnicity: Caucasian and Hispanic
Education: College
HHI: $50,000 +
GEOGRAPHY
Houston is the 4th largest city in the United States and is also
one of the fastest growing cities in the United States. Also, it is
one of the more diverse and according to the Media Audit
based on our target in the age range, this is what is shows:
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Caucasian - 31.8%
Hispanic or Latino - 44.8%
African-American - 12.0%
Asian - 9.8%
HHI: $50,000+
Its Hispanic population is increasing as more Latin Americans
move to work. Houston is now the 3rd largest Hispanic
population in the United States.
According to the Houston Chronicle, the Houston population is
not slowing down due to the plentiful areas of education and
housing. Also, many job sectors are growing as a few urban
areas are growing such as the Galleria area.
25
Source: The Media Audit
Local Media Plan
GEOGRAPHY
In each of these areas within the city of
Houston, each Google Trend map gives us
an idea as to who will attend a marathon
from what city to clarify why they are
running. These maps will ensure us where
they are coming from in each marathon
they will attend to when we promote
SnackNation.
Areas within the Houston area with search
indexes for “weight loss”.
26
Local Media Plan
Areas within the Houston area with search
indexes for “marathon”.
Areas within the Houston area with search
indexes for “running”.
Source: Google Trends
SEASONALITY
Since we decided to focus on Houstonians that enjoy running, we will be present
at many major marathons held in the city. We will have SnackNation tents with
tables and staff that will promote and create brand awareness as well as
promote our social media. This will also allow us to sell subscriptions for
SnackNation to runners to boost our sales. We will be giving out swag bags with
promotional SnackNation items such as snack samples, our flyers, and
promotional items such as hand towels, t-shirts, and water bottles.
SnackNation will also partner up with Luke’s Locker, a store that is popular
among runners and is already actively involved in marathons in the city. An
experienced marathon runner usually takes 12 weeks average to train for a
marathon. We believe this partnership will increase SnackNation’s credibility and
awareness within the runners community. Chevron hosts a marathon in January
so SnackNation will cross-promote with Luke’s Locker heavily during this month.
On November and December, Luke’s Locker experiences an increase in sales
during the holiday season so we will use this traffic to promote SnackNation. We
will set up tables at the store to inform customers and sell subscription to boost
sales. On SnackNation’s flyer we will have a coupon code for runners to receive
10% off of their next purchase at Luke’s Locker.
27
Local Media Plan
LOCAL CAMPAIGN
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Promotional Events
Cross-promotion
Local Trends
●
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Many Houstonians are
focused on running
towards mid-August due
to the cooler fall weather
and tax-free weekend.
The most popular time to
sell Snack Nation
products is during
November-January (avg.
12 weeks) as
Houstonians are focused
on diet as they train for
the Chevron Houston
Marathon.
PROMOTIONAL ITEMS
SnackNation Swag Bags
28
Local Media Plan
MEDIA TACTICS
Paid Media - Promotional Events
Houston Chevron
Marathon
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29
Event on the
second Sunday of
January
Cost: $20,000
Impressions: 13,500
Rationale:
Engaging
marathon runners
to supply them with
healthy snacks to
help continue to
boost energy/
metabolism.
Local Media Plan
Run the Woodlands
5K
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Event on the 2nd
and 4th Saturday
of every month
Cost: $20,000
Impressions: 2,500
Rationale: The
more local event is
a great place for
the targets to
interact with the
brand after the run.
Run for Wellness 5K George Bush Park
and Heights
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George Bush Park:
End of the month
from April to
November
Heights: the first
Sunday of every
month
Cost: $40,000
Impressions: 20,000
Rationale: Identical
rationale with Run
The Woodlands 5k
run.
Cross-Promotions with
Luke’s Locker
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Set-up tables twice a
month at Luke’s
Locker
Cost: $20,000
Impressions: 43,000
Rationale: Engaging
on-going customers
to persuade them to
get a SnackNation
package as they also
purchase a running
shoe product.
MEDIA TACTICS
Owned Media - Social Media
Facebook
Instagram - @snacknationdelivery
Consistent across all social media
sites is to connect with current and
prospective consumers. Educate followers
about snack brand nutritional facts, and
endorse home sales. SnackNation can also
use Facebook to create and remind
followers of events.
Promote SnackNation’s involvement
at local marathons through the hashtag
#snacksonthetrack. Cross-promote with
Luke’s Locker and local marathons. Post
photos of various snacks at least 3 times a
day, and promote home sales.
Twitter
Actively engage in conversations
with consumers, and start conversations
based on current trends regarding healthy
eating and fitness. Maintain
#snacksonthetracks campaign to promote
local marathons and Luke’s Locker.
30
Local Media Plan
FLOWCHART
31
Local Media Plan
LOCAL BUDGET
Our local budget is towards promotions that are
allocated in such events as local marathons and
also partnering with Luke’s Lockers, a local running
shoe store.
Local Budget: $100,000
32
Local Media Plan
APPENDIX
Executive Summary
NATIONAL TARGET PLAN
-SnackNation
-Strategic Alliance Concept ppt
National Target
Goal Plan
-SnackNation
Situational Analysis
-SnackNation
-Nature Box
-Packaged Facts.com
-Facebook
-Pinterest
-Twitter
-Marketresearch.com
Geography
SWOT Analysis
MEDIA TACTICS
Paid Media
-SnackNation
-Strategic Alliance Concept ppt
33
-Google Trends
-The Media Audit
-Running USA
-Pew Research
-Google Trends
-The Media Audit
Seasonality
-Google Trends
-Marathon Guide.com
-Running USA with Athlinks
-Google AdWords
-Active.com
-SnackNation
-Runner’s World
Earned/Owned Media
-Facebook
-Instagram
-Twitter
-Hootsuite
Flowchart
-Google Trends
-Honda LA Marathon
-Boston Marathon
-Washington D.C. Marine Corps
-Chicago Bank of America
Marathon
-ING Marathon
-Facebook
-Instagram
-Twitter
APPENDIX
National Budget
-Google Trends
-Microsoft Excel
LOCAL TARGET PLAN
Paid Media
Local Target
-Google Trends
-The Media Audit
Geography
-Houston Chronicle
-U.S. Census Bureau
-Google Trends
-The Media Audit
Seasonality
34
-SnackNation
-Luke’s Locker
-Running (About Health)
-Instagram
-Twitter
Promotional Events
-Chevron Houston Marathon
-Run The Woodlands 5K
-Run The Wellness 5K
-Luke’s Lockers
Owned Media
Social Media
-Facebook
-Instagram
-Twitter
Flowchart
-Chevron Houston Marathon
-Run The Woodlands 5K
-Run The Wellness 5K
-Google AdWords
-Luke’s Lockers
-Facebook
Local Budget
-Microsoft Excel