Media+Plan

Media Plan Optimal Time for Campaign Launch: In our campaign, we want to create a brand image for CLIF Bar that consumer needs it everyday. Based on our primary and secondary research, one of CLIF Bar’s characteristic is to meet consumers’ need on wellness and healthy life, which should be a theme for their whole lives. At the same time, there is no evidence shows that CLIF Bar’s sales has significant difference among different seasons or holidays. So we will design four different versions for our print advertisements corresponding to four seasons in a year. Our campaign will star at December and keep promoting for a whole year. Recommended Media: Magazine From our secondary research, we know that CLIF Bar seldom does traditional advertisements on print media (CLIF Bar website), which also fits its environmental friendly image. However, the result from MRI report shows that the consumers of nutrition/energy bar have a high interesting in reading magazines (MRI Nutrition/Energy Bar 2008). Our target consumers, whose age range from 22-44, are also magazine readers (MRI Media Usage, 2008). So we recommend CLIF Bar to choose magazines. In order to keep the environmental friendly brand image, the print advertisement will be placed on recycled paper, which can also make CLIF Bar stand out from the average advertisements. Internet: From the MRI report, the consumers in nutrition/energy bar category are likely to use Internet (MRI Nutrition/Energy Bar, 2008). Our target consumers are also heavy Internet users (MRI Media Usage, 2008). Doing Internet advertisement, including traditional banners and a non-traditional interactive website, is an environmental friendly and effective strategy. Outdoor: Although from the MRI report, our target consumers are not attracted by traditional outdoor advertisements (MRI Media Usage, 2008), we think doing non-traditional outdoor campaigns can attract their attention and get higher ROI. The message our campaign tries to tell is that CLIF Bar can bring its consumers an active lifestyle. So we plan to do a series of outdoor non-traditional advertising campaigns. First of all, we will set some sport grounds outside some major cities’ office buildings, and ask some people in business dresses to do some sports like bicycling. The idea of it is that you can be active no matter where you are or what you are doing. Second, we will put a series of poster in subway tunnels, when the train goes by, those posters looks like connect together and becomes a series of movement. The idea is that even though you are in a static situation, you can still be active. These non-traditional campaigns can better illustrate CLIF Bar’s brand soul and attract more attentions. Media Vehicle Magazines: From our research on the target audience’s characteristics and MRI reports, we recommend the following magazines: //Bicycling, National Geographic (Adventure), The New Yorker, Outside, Real Simple, Runner’s World, Sierra, Ski, Travel & Leisure, and Vanity Fair.// These magazines can be put in three categories: sport related, travel related, and life style related. It fits our target audience’s characteristics: active, exploring the world and enjoy trying new things. We will also post banners on those magazines’ website, which is a supplementary of the Internet advertisements. Outdoor: For the outdoor non-traditional advertisements, we will launch on the biggest cities like New York and Los Angeles and some second line cities like Austin and San Francisco. The reason we choose biggest cities is that in those cities we can increase the brand awareness most quickly and attract media attention. But we will also pick up some second link cities which is more active and energetic. At those cities, the active and energetic atmosphere is fitting into the brand soul of CLIF Bar. <span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 150%;">Internet: <span style="font-family: "Times New Roman","serif"; font-size: 12.0pt; line-height: 150%;">For the Internet advertisements, we will launch banner and do partnership with our micro site on Flicker.com, which is one of the most favorite websites in our target audience (MRI Media Report, 2008). On About.com, another favorite website of target audience, we will do search optimization with travel related and nutrition bar related. By doing this, we hope that we can send the message to the group that interests in travel and nutrition bars. Because of the same reason, we will also put the banner of CLIF Bar at CNN’s travel/health/life style section. We choose CNN because it is the most favorite news website in our target audiences. Based on our finding on MRI report, we will also put advertisements on the following websites: //Tripadvisor,com, IMDb.com, ESPN.com, pbs.org.// All of them are our target consumers favorite websites, some are entertainment websites, and some are travel related, which also fit into our target audience analysis.
 * Recommended media vehicles**

__Magazines__ (will also appear on corresponding websites) Bicycling National geographic (adventure) The new yorker Outside Real simple Runner’s world Sierra Ski Travel & leisure Vanity fair

__Event/charity sponsorships__ (marathons, biking, triathlons) à microsite, YouTube

__Outdoor__

Edge of buildings Mass-transit posters Print ad concept in tunnels

__Websites__

Flickr (banner/display ads & partnership with microsite) TripAdvisor About.com (search optimization w/travel-related, nutrition bar-related searches) IMDb.com CNN.com (only on travel/health/lifestyle sections) ESPN.com Pbs.org General charity (cause v. product advertising)

__Microsite__ (tied to banner/outdoor/magazines advertising)