Communications


 * Secondary Research**

__Communication__ Has iPhone app (Jeffries, A. (2009). Kickin apps. //Oregon Business Magazine 32//(8), 20-25 Beginning transition into print & radio ads from more guerilla ad efforts. Produced in-house, ads homegrown nature of how Clif bar began – came out of focus groups saying they appreciated believable, nurturing ads, not corporate-speak. Radio feature Clif himself. Appear in men’s general, athletic, and environmentally-conscious magazines like //Outside//, //Men’s Journal,// and //Mother Jones//. Also sponsors more than 1,000 local event sponsorships a year (e.g. Chicago marathon & U.S. Pro Cycling Tour). New packaging touts certified organic. Reyes, S. (21 April 2003). Clif Bar Founder's Father Clif Tells Tale of How Son First Raised the Bar. //Brandweek// Had TV spot about 2006 triathlon, importance of training; tagline=”nutrition for sustained energy” Don’t advertise b/c believes traditional advertising doesn’t represent company’s goals for sustainability and environmentalism. 2007 April 15.“Green is the Color of Money” //GOOD Magazine// http://www.good.is/post/green-is-the-color-of-money/ __Culture__ Ingrained green initiatives into company culture through incentives and friendly competition – Cool Commute program (encourages employees to come to work via foot, bike, or public transport), $6500 cash incentive for buying a biodiesel, natural gas, or high-mileage hybrid car (nation’s first biodiesel incentive program for employees) According to HR manager, employees appreciate melding their personal values and company support: "Sustaining the planet and sustaining our people are our values as a company, and the people who work here share in those values. I think that when you have values aligned, you have happy and engaged employees who are loyal to the company," she says. Bridgeford, L.C. & Koster, K. (2009). The grass is always greener. //Employee Benefit News, 23//(9), 44-45 Worked with musician Xavier Rudd on the GreenNotes program, which takes steps to reduce the impact of touring and performing in venues worldwide. Matzuk, J. (2009). In person at natural products expo east. //Natural Foods Merchandiser, 30//(7), 37-38. __New product & Sales__ Inc. magazine has recognized the $150 million-a -year company as one of the fastest growing in America three times. Top-selling bar in the naturals category, posted double-digit growth from 2007-2008; cheaper than other ready-to-eat baked goods and are more nutrient-dense. Oliver, H. (2009). Merchandise smart for strong bar sales. //Natural Foods Merchandiser, 30//(6), 26-27. Just launched Clif Shot Rox, pop-n-go protein bites made with organic & all-natural ingredients, sold in U.S. sports retail stores; also **//Clif//** Quench, an 88 percent organic sport drink made with a balance of electrolytes and carbohydrates with no artificial colors, flavors, sweeteners, preservatives, available in fruit punch, limeade, orange and strawberry citrus (2009 “News Headlines.” //MarketWatch 8//(11), p. 72-92; 2009 “Product Review” //Bicycle Retailer and Industry News 18//(16) 76-79)

PROBLEM & INSIGHT The problem to be solved is to clearly define the brand to consumers.

The key insight we uncovered was that some people are unable to identify with the brand. Clif Bar has caused confusion with some consumers as to the target audience. One surveyed respondent stated that Clif Bars are for athletes and cannot meet the needs of a diet. One other participant said the wellness bar was more of a snack/meal replacement because of its level of carbohydrates, sugar, and protein. However, there is not a sufficient amount of protein to consider the bar to be suitable for bodybuilders according to the respondent. We found these image perception findings to be a trend with several other wellness bar consumers in our interviews and surveys. Reasons for the misconceptions could be the packaging and corporate sponsorships.

Clif Bar’s unique packaging includes the term “energy bar” and a graphic. The graphic typically has a mountain climber. In addition, Clif Bar often sponsors events such as triathlons, marathons, and hiking challenges. These extreme sports again, assist in the perpetuation of an unclear identity for consumers. Consumers that are not athletes or extreme sports enthusiasts may not think Clif Bar is for them. Because we want to appeal to a broader audience, a redesign of the package as well as a new ad campaign would clear up any misconceptions about the brand.

 Communication Companies in the nutrition bar category have used a variety of mediums for their advertisements. PowerBar, SlimFast, and Clif Bar have used television, print, and even radio. PowerBar once focused all of its ads for athletes and as a result, their print ads were centered around sports. They recently launched an ad campaign in March 2008 centered around Olympian Michael Phelps that included television, print and online advertising, event marketing and consumer engagement opportunities. The TV spots will air on targeted sports programming on channels such as ESPN and Versus (PowerBar.com). Clif Bar has relied on several methods to communicate the brand’s message since the company’s inception in the early 1990’s. The communication strategy in 2003 used national tv, radio, and print ads focused on the birth of Clif Bar involving founder, Gary Erickson’s father, Clifford Erickson (Brandweek, Sonia Reyes, 4/21/03). Print ads also involve both Gary and Clif together posing, hiking, and biking. The purpose of the ads according to brand manager, Tim Corliss, was to convey Clif Bar as a company people could trust because it is home grown and not a corporate giant. Clif Bar also featured radio ads with Clif Erickson discussing his son’s company’s birth, further emphasizing the down to earth and organic nature of the brand. Print ads have been used in magazines targeted at athletic men such as //Outside, Men’s Journal,// and //Men’s Health. // In addition, Clif Bar has sponsored athletic events such as the Chicago Marathon, the North Texas Flag Football Festival, the Corpus Christi Surf Open, and Coastal Trail Run in the United Kingdom. The company has also sponsored charity and environmental causes. By continuing to align itself with events such as the Green Festival and Kendel Mountain Festival, the brand further emphasizes its commitment to environmental sustainability as well as a desire to give back to the community through involvement with the Women’s Business Conference (Clifbar.com). The company’s website features a section devoted to Clif Bar sponsored events as well as an event sponsorship request form. The company’s philanthropic efforts have garnered national attention. Project 2080, one of the company’s ventures, gained headlines by sending employees to the New Orleans area after Hurricane Katrina. Another article in the San Francisco Business Times, discusses Clif Bar’s significant involvement both financially and physically with the Breast Cancer Fund. The efforts of the company reiterate the company and founder’s philosophy and can be encapsulated by Lifestyle Marketing Manager Grady O'Shaughnessy who “described the company's commitment to health, the environment and community service as a reflection of inherent traits among employees and founder Gary Erickson” (San Francisco Business Times, 7/21/06, Rob Bhatt). 