Integrated Marketing

Campaign Proposal: Fiber One

December 7, 2010

Kara Beaudet Hailey Crider

Amanda Gaeta Ben LeVine

Marcy Perona

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Executive Summary

Fiber One’s current campaign narrowly focuses on the taste of the products. In addition, its reach is

limited to a target market of women in the Weight Watchers program. Due to the products’ healthy

ingredients and intrinsic benefits, the target market should be expanded to the Fit Consumer- those

who already have a fitness routine and are health conscious consumers.

In order to reach both the original market as well as expand to the Fit Consumer market, the new

Fiber One campaign will run on the tagline “Eat Smart. Feel Great.” The new tagline illustrates a

more health-focused initiative for Fiber One products. This image change is accompanied by five

different marketing components: a co-brand with Smartwater, print ads in fitness conscious and

female focused magazines, a Fit Fiber Quiz placed online, a national sponsorship of the American

Heart Association’s Start! Heart Walk, and a co-brand with Girl Scouts to create and sell a Fiber One

cookie.

The co-brand with Smartwater will increase brand awareness among the Fit Consumer segment. It

will also help re-brand Fiber One as a health oriented product, since Smartwater’s endorsers are

the ideal role models for a healthy, active lifestyle.

The print ads will further re-brand the Fiber One image by prominently displaying the new tagline

and associating the brand with health and fitness. This will also increase brand awareness through

the broad range of publications in which the ads will be featured. Through these ads, consumers

will be reached the ideal frequency of 3-10 times.

The Fit Fiber Quiz online is an interactive way for consumers to get involved with the product.

Customers will be offered tailored solutions to their most stressful meal through product

recommendations, recipes and fiber tips. By leveraging information that is currently on the Fiber

One website, it will aid consumers in figuring out how fiber fits in their lives.

The American Heart Association Start! Heart Walk sponsorship gives Fiber One the opportunity to

be associated with the health benefits of fiber aside from digestive health. By placing Fiber One

samples in every registration bag, participants can try the product with no risk. It also positions

Fiber One as a brand dedicated to the betterment of the lives of its consumers.

Finally, the Fiber One Girl Scout Cookie will take advantage of the popularity and distribution

power of Girl Scout Cookies and generate brand awareness among new or reluctant consumers of

high fiber products. The values of Girl Scouts (active living, positive self-image, outdoor recreation,

and skills in sports for girls) align with the values of both the current and expanded target markets.

Each of these components will contribute to the overall objectives of expanding the target market,

rebranding the Fiber One image to be more health-oriented, raising brand awareness, and engaging

consumers more effectively.

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Situation Analysis

Every company has its own strengths, weaknesses, opportunities, threats and trends that affect the

way it conducts business. Fiber One is no exception, and by understanding its position in its

industry, it will highlight areas where they can be improved.

Strengths

Fiber One has many strengths it can leverage in the marketplace. First, they have many different

products in multiple categories. For example, they offer numerous varieties of dry cereal, cereal

bars and toaster pastries in breakfast food. They also offer an assortment of baking goods, such as

muffins, and pancake mixes. This means that regardless of the lifestyle the customer leads, they

will be able to find a product that fits into their life. Another strength of Fiber One is their current

website. Most corporate websites contain information on the products they offer, without

including any kind of bonus material. However, Fiber One’s website is filled with bonus

information and tools to help incorporate more fiber into your life. These additional tools include

recipes for any meal of the day, snacks, breakfast ideas and treats. There is also a section that helps

people realize the benefits of fiber. This section also contains tips on how to consume more fiber, a

comparison of Fiber One products to other high fiber foods and the awards the product has won for

taste.

Weaknesses

The largest weakness is their current campaign, which has an overall cardboard theme. Having this

kind of theme for a campaign centered on taste does not make sense. The current tagline,

“Cardboard No. Delicious Yes.” has consumers remembering the phrase “Cardboard Yes” due to the

primacy and recency biases. The association of Fiber One with cardboard is especially present in

it’s ready-to-eat cereals, some of which have pictures of pieces of cardboard surrounding bowls of

the cereal, which looks like cardboard. When this is combined with the fact that the consumer is

holding a cardboard box and likely smelling that box and the many others in the cereal aisle of a

grocery store, it would be understandable if consumers come away with an idea that Fiber One is

cardboard. Another weakness of Fiber One is their narrow focus on a target market. Their main

focus at the moment is on people involved in Weight Watchers, which are primarily women in aged

40-50. This is a narrow market of the “aspiring fit” consumer and could easily expand their market

to the already fit consumer.

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Opportunities

The greatest opportunity available to Fiber One comes from the trend of people becoming

increasingly aware of their health. Due to a high presence of health issues covered by the media in

recent years, more people than ever know they need to live a healthy lifestyle and are willing to

make the changes in their life to make that happen. Fiber One is already partly taking advantage o

this opportunity by targeting Weight Watchers, which helps people make this change in their life.

However, there is still the opportunity to gain the people who are striving to maintain the healthy

lifestyle they already lead.

Threats

One of the threats to Fiber One is other ways to get the recommended amount of daily fiber. This

includes other high fiber foods, such as Kashi products, fiber-enhanced power bars, and granolas. It

also includes non-fiber products in each of Fiber One’s product categories. For example, threats to

the Fiber One cereals would be cereals such as Total, Raisin Bran Crunch, etc. Foods that naturally

contain high amounts of fiber would be another threat; this includes berries, beans, nuts, and

popcorn. Another major threat to Fiber One is the social stigma that surrounds high fiber products.

Many people are aware that Fiber helps maintain a healthy digestive tract; however they are not

aware of the other benefits it can have for heart disease and diabetes. It will be a challenge to get

people to see past the digestive reputation for fiber, and accept the other benefits.

Trends

As mentioned in the opportunities section, one helpful trend is that of an increasing awareness in

healthy living among people. In addition to this trend, there is also a rise in companies using

interactive marketing for their products. For example, Toyota’s campaigns encourage current or

aspiring drivers to make videos telling their story and post it online. This makes consumers feel

more involved in the product, and will therefore become more loyal to it.

Target Market Analysis: Fiber One

Demographics

According to FinancialTimesPress.com, the 2008 Fiber One branding campaign’s “touch points” (the

locations by which to best contact the target consumer) were diet blogs and Weight Watchers

meetings. According to a Gerson-Lehrman Group article, Weight Watchers began targeting baby-

boomer women in 2007 to maintain its competitive edge against Nutri-System. According to

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WeightWatchers.com, over 90% of Weight Watchers members are women. A study published by

the International Journal of Obesity states that 96% of Weight Watchers members are women, 85%

of which are married, most within their 40s and 50s. WeightWatchersMagazineMediaKit.com

asserts that 61.5% have attended or graduated college, 65.4% are employed, and 27.5% are

classified as “Professional/Managerial.” In addition, the media kit reveals that the magazine’s

readership has a median annual household income of over $65,000, and nearly half are between the

ages of 35-54 and have children under 18 in their household. According to a Packaged Facts survey

conducted in 2005, people who try to get a high amount of fiber in their diet tend to be women,

with 39.3% strongly agreeing and 67.9% agreeing. They also tend to be of Asian descent, while

they are mostly distributed evenly across the country. People who either agree or strongly agree

that they try to get a high amount of fiber in their diet tended to be in the higher age range of 55+,

however there was also high representation in the 25-50 age ranges.

Based on these facts, it can be concluded that the target market for Fiber One bars consists of

married, college-educated women, between their late thirties and mid-fifties. In addition, these

women are employed, earn a household income of over $65,000 annually, and have one or more

children living at home.

Sources:

1. http://www.ftpress.com/articles/article.aspx?p=1311599

2. http://www.glgroup.com/News/Weight-Watchers-2007-Earnings-Could-be-Lower-Than-

Expected-9173.html

3. http://www.weightwatchers.com.au/images/3081/dynamic/GCMSImages/UPDATEDFeb0

7MediaKit.pdf

4. http://www.nature.com/ijo/journal/v25/n3/full/0801521a.html

5. http://www.weightwatchersmagazinemediakit.com/audience/demo.php

6. Packaged Facts- The U.S. Market for Whole Grain and High Fiber Foods (April 2005)

Psychographics

Based on the sources of demographic information gathered, it can be assumed that members of the

Fiber One target market are body-conscious but aspiring to make a change. Because the majority of

these women are married and employed (and many of them are still caring for children at home), it

is likely that they lead busy lifestyles, balancing work and family life as best as possible, and are

realizing that they have perhaps “let themselves go” in the interest of their other priorities. Their

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values may include providing a happy home life for their children, being a dependable wife, and

treating family and friends with food and hospitality. It is likely that they have previously been

more concerned with report cards than the numbers on the scale. The Weight Watchers Magazine

Media Kit notes that nearly 70% of these women are the primary grocery shoppers in their

household; it can be assumed that they are also the primary preparer and planner of meals.

However, since joining Weight Watchers, these women have probably recently incorporated light

exercise into their daily routines (neighborhood walks, leisurely swimming, etc.). PewResearch.org

indicates that Republicans are more likely to be married than Democrats, and that Republicans

enjoy an annual median household income of $64,000. This closely correlates with the members of

the Fiber One target market; therefore it can be assumed that these women tend to vote

conservatively and have conservative values like the nuclear ‘family,’ Christianity, and capitalism.

Sources:

1. http://www.weightwatchersmagazinemediakit.com/audience/demo.php

2. http://www.pewresearch.org

Usage Behavior

A Packaged Facts research study shows that 90% of American adults do not get the recommended

daily allowance of fiber. The target market of Fiber One is likely trying to be part of the 10% of the

population that does consume the RDA of fiber. This means deliberate daily consumption of high-

fiber foods, such as cereals, enriched breads, etc. In addition, most Fiber One products contain

anywhere from 20-35% RDA of fiber per serving (FiberOne.com), meaning that target consumers

are eating multiple servings of various Fiber One products throughout the day. As the primary

shopper for a family of at least three people, it is likely that the target market purchases one or

more Fiber One brand products per week. They may consume the cereals during breakfast time,

the fiber bars and yogurt as snacks or to pack in kids’ lunches, the cottage cheese and breads during

lunch, the baking products during the weekend, and buy the toaster pastries to give to their

children. Therefore, the Fiber One target market probably consists of heavy users who are

conscious of their fiber intake, buy Fiber One products weekly, use Fiber One products daily, and

are seeking more numerous and convenient ways to incorporate fiber into their daily routine as

well as the daily routine of their families.

Sources:

1. Packaged Facts- The U.S. Market for Whole Grain and High Fiber Foods (April 2005)

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2. http://www.fiberone.com/Product/Default.aspx

Consumption Constellation

Based on the demographics of the Fiber One population, the members of the target market are

likely to purchase other Weight Watchers approved food items, such as Jell-o, Stevia sweetener,

Boca soy products, Mrs. Dash seasoning, Laura’s Lean Beef, Progresso Soup, Smart Ones frozen

entrees, and Jolly Green Giant canned vegetables (WeightWatchers.com). In addition, it is likely

that they purchase Weight Watchers brand products, which include single-serving desserts, yogurt,

cheese slices, microwave entrees, etc. As fiber-conscious consumers that also are their household’s

primary grocery shoppers, it is likely that members of this target market purchase fresh fruits and

vegetables, household paper and cleaning products, bottled water and other beverages, frozen

pizzas, and personal grooming products for themselves and their families. Their weekends may

include their children’s soccer games/ballet recitals/marching band shows, watching television and

cooking large breakfasts on Saturdays and Sundays, and various household duties like laundry and

vacuuming. In addition, because they are likely to be members of Weight Watchers and making a

lifestyle change, these consumers may purchase running shoes, athletic wear, home exercise

equipment, home exercise videos, and pain relievers.

Sources:

1. http://www.weightwatchers.com/shop/categoryshowcase.aspx?pageid=1055881&navid=mor

eww

Marketing Objectives and Plans

The main objective with the new marketing campaign is to expand the target market. Currently

Fiber One advertising seems to narrowly focus on older women and Weight Watchers. There is

potential in the brand to be a popular health food item among other segments of the population,

specifically Fit Consumers. Objectives that tie-in to this main one include rebranding the image,

raising brand awareness, and engaging consumers. The major focus is on improving the promotion

aspect of the current campaign, while the price point, distribution, and actual product are already

effective and do not need to be adjusted.

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IMC Campaign

Target Selection

With the “Eat Smart, Feel Great” campaign, Fiber One can continue to target the current consumers,

as well as expand into the “Fit Consumer” category. Currently, Fiber One targets mostly women

from ages 40-50, and they aspire to be fit. The campaign will also expand the target market and

reach Fit Consumers as well, which is made up of two separate categories: the currently fit and the

wannabe fit. Fiber One currently targets a large portion of the wannabe fits, yet expanding to the

currently fit category will allow us to capture more males, and a slightly younger demographic.

Both of these categories of consumers are more affluent, college educated, and interested in their

health.

Sources:

1. Packaged Facts – The Active and Fit Consumers and Sports Nutritional Products in the U.S.

(August 2007)

Message

The challenge in creating the new message was to create an integrated message for the entire

product line. This message needed to appeal to the current consumers who are aspirationally fit, as

well as appealing to the already fit consumers. This is summed up through the new slogan of “Eat

Smart. Feel Great.” This new slogan will convey Fiber One’s dedication to providing tasty healthy

foods that help lead towards healthy, active lifestyles. It emphasizes that fiber is important to one’s

health and by adding more of it into one’s diet, it will help lead a healthier life.

Communication Strategy

The new Fiber One campaign communicates its message through several mediums, and within

those mediums meets several promotion objectives:

Advertising

Utilizing the print ad with the “Eat Smart. Feel Great.” message prominently displayed, as well as

the imagery of an active, healthy person, Fiber One accomplishes several things:

1. Benefit Positioning- The “Eat Smart. Feel Great.” message explicitly states the benefits of

eating Fiber One products (that consumers will feel great) and also implies that consumers

can achieve the level of health displayed by the image of the woman running.

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2. Delayed Response Promotion- The “Eat Smart. Feel Great.” theme as well as the imagery of

the woman running emphasizes the benefits and positive qualities of Fiber One; and

encourages consumers to purchase the product when they are ready to feel great.

3. Brand Advertisement-“Eat Smart. Feel Great.” emphasizes the features and values of Fiber

One to consumers.

Interactive Marketing

The Internet splash page and website quiz communicates the “Eat Smart. Feel Great.” message in

an interactive way with the optional quiz and advice for consumers to fit fiber into their daily

routines. In addition, it meets two objectives:

1. Benefit Positioning: The splash page contains the “Eat Smart. Feel Great.” message to

emphasize the benefits of consuming Fiber One products, and the quiz gives consumers

several beneficial ways to incorporate fiber into their diets.

2. Brand Advertisement: The splash page and quiz leads consumers to recipes, fiber facts, and

recommended products that are the result of personal quiz responses. These items have

specific values to consumers (i.e. time savings, recipe recreation, etc.)

Sales Promotion

The Smart Water co-brand and coupon provides extra incentive to Smartwater consumers to

purchase Fiber One products, stimulating immediate sales. In doing so, several promotional

benefits are incurred:

1. Brand Advertisement: Smartwater consumers are informed about the value of Fiber One

products and may associate the health benefits of fiber with those of Smartwater.

2. Direct Response Promotion: The coupon asks Smartwater consumers to act immediately

and purchase Fiber One products simultaneous to purchasing Smartwater.

Public Relations

The Start! Heart Walk and the Fiber One Girl Scout Cookie are generating positive brand awareness

of Fiber One products in order to increase public understanding of the benefits of Fiber as well as

acceptance of fiber as a necessity. In addition, these charitable activities enhance the image of the

Fiber One company.

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Start! Heart Walk

1. Brand Advertisement: The Heart Walk emphasizes the importance of a healthy lifestyle and

educates participants about the importance of Fiber One for digestive as well as heart

health.

2. Corporate Advertisement: The sponsorship the Start! Heart Walks creates awareness of the

Fiber One company and a favorable attitude toward General Mills.

3. Delayed Response Promotion: By giving participants free samples of Fiber One products,

they are encouraged to enjoy the samples during the event and purchase Fiber One

products at a later time (because Fiber One is now in the consumers’ evoked and

consideration sets).

Fiber One Girl Scout Cookie

1. Brand Advertisement: The Girl Scout Cookie provides value to Fiber One products because

it allows consumers to partake in the tradition and enjoyment of Girl Scout Cookies in a

relatively beneficial way.

2. Corporate Advertisement: By associating with a historical non-profit organization, Fiber

One and General Mills are creating positive corporate awareness among consumers that

may not otherwise have a favorable attitude toward General Mills.

Marketing Communications

In order to convey our new message emphasizing the health benefits of fiber, five main components

will be used: a co-brand coupon offer with Smartwater, a series of print ads in at least three

magazines, an online, personalized quiz, becoming a sponsor of The American Heart Association’s

Start! Heart Walk, and a special edition Fiber One Girl Scout cookie.

Co-Brand with Smartwater

The first component in the proposed new campaign is a co-brand promotion with Smartwater. Co-

branding with Smartwater is a natural choice for Fiber Once since both companies provide

products that give consumers necessary nutritional value. There is a certain amount of both fiber

and water a person needs in order to live a healthy lifestyle and most people do not get enough of

either in their daily diets. Aside from the similarities Fiber One and Smartwater have in their

nutritional value, Smartwater in particular was chosen for their established target market of the fit

consumer.

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Although two separate companies with two separate target markets, both Fiber One and

Smartwater share a focus on health to some degree. Currently, Fiber One focuses on women who

are part of the Weight Watchers program and trying to lose weight. This is done by showing this

type of consumer in commercials as well as emphasizing the taste of the product. As these women

are changing their lifestyle to something more health conscious, they are sacrificing food that has a

better taste but that is worse for their weight management or weight loss initiatives. Therefore, it is

necessary that Fiber One propel this aspect of their product. On the other hand, Smartwater is

focusing on those who are already fit. Health conscious celebrities, such as Jennifer Anniston and

Tom Brady, endorse the brand and all of the imagery in the brand’s advertisements makes sure to

show their defined bodies and each of them working to sustain that fit body type. Thus, both

brands focus their advertising on body maintenance; whether it is through working hard to lose

weight or to maintain a consistent fitness level. If these two brands came together and promoted

getting healthy and being healthy, the two brand images built by the two companies would be able

to have utilized to their full potential in the market.

Sources:

1. http://www.packagingdigest.com/article/343558-

Busmartwater_raises_its_packaging_IQ_with_a_new_look.php

2. http://www.bottledwaterstore.com/smartwater.htm

Co-Brand Components

In order to encourage the fit consumers to try Fiber One, a coupon for $1.00 off any Fiber One

product will be placed on Smartwater bottles nationwide, starting in April 2011. By letting the

customer choose their own Fiber One product, they will be able to try whichever product is the best

for them. The $1.00 value should be enough of a discount

to make the slightly higher priced products more attractive

to try. This will improve the brand awareness of Fiber One

within the Fit Consumer market and will place the

products in their consideration set for the next time they

are grocery shopping. This coupon will be placed on 8,000,000 Smartwater bottles nationwide,

which should be enough to last a little over one month. The redemption period will last an extra

two months until the end of June, so that everyone has a chance to redeem the coupon.

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Budget

Many factors need to be considered when determining the budget for a coupon promotion. For the

initial investment, it is estimated how many of the 8,000,000 coupons will be redeemed as well as

how many of those redeemed would be incremental. In addition, it is estimated that the printing

and distribution costs would be about $.01 per coupon, due to the large quantities. The redemption

costs charged by the stores are $.08-$.10 per coupon. Since we will be placing these coupons on

every Smartwater bottle, the redemption rate will most likely be on the lower end, so only around

5% of all coupons will actually be redeemed. The target market of Smartwater and the current

target market of Fiber One overlap somewhat, but also have many different sections. Therefore, it

is reasonable that 50% of the coupon users would be incremental. Due to these estimations and

assumptions, about 400,000 coupons will be redeemed and 200,000 of them would result in

incremental sales. The printing and distribution costs for the 8,000,000 coupons would be $80,000.

If only $400,000 coupons are redeemed, the redemption fees would be $40,000 on the higher end.

This comes out to an initial investment of $120,000. While this is the budget for the initial

investment, it is conceivable that Fiber One could end up making a profit, due to the incremental

users.

Sources:

1. http://money.howstuffworks.com/personal-finance/budgeting/question426.htm

Evaluation Metrics

The success of the coupons can easily be measured using the scanner data collected from the stores

that sell Smartwater (primarily grocery stores). To measure the effectiveness of the coupon itself,

we can use the Coupon Efficiency Ratio, which is simply a ratio of the incremental purchases made

to the total purchases made. The scanner data will also be able to show how many people

redeemed the coupon, as well as the basic information about the people who redeemed them. This

way, it can be seen if the coupon is reaching our target market.

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Print Ad

The second element of the campaign is a series of print

ads. These print ads will cover the objectives or

rebranding the Fiber One image and increasing brand

awareness. The new slogan, “Eat Smart. Feel Great.” is

featured prominently in the print ad, as is a jogging

woman, which will reinforce the health aspects of the

brand. This message is perfect for Fit Consumers, who

already see themselves as adventurous, healthy, and

fit. The message will also resonate with the aspiration

group (which includes current customers involved

with Weight Watchers), who are actively working

towards the goal of living a healthy lifestyle and look

up to the athletic-type woman featured in the

advertisement. The ad will also include a link to the

new splash page at the bottom left of the print

advertisement. The print ads will be instrumental in

driving traffic to this new site.

Print Ad Placement

The print advertisements will be placed in three different magazines: Women’s Health, Parent

Magazine, and Fitness Magazine. The markets for these magazines closely align with both the

current and expanded target markets. Women’s Health and Parent Magazine cater mostly to

women. Women’s Health readership is 92% female, with 65% of the total audience between the

ages of 18-49. Parent Magazine has an 82% female readership and 88% between 18-49. Over half

of Parent Magazine readers have 2 or more kids, and the magazine describes itself as a publication

for “the woman who understands that taking care of her family also means taking care of herself.”

Given this information, the age ranges, and the fact that women make up a significant portion of the

campaign’s target market and customer base, the consumers reached through these magazines will

be extremely receptive to the advertisement’s message. Fitness Magazine includes about a 75%

female readership and is targeted specifically to Fit Consumer. This also fits well with Fiber One

because the magazine describes itself as “the magazine [that] empowers women to embrace fitness

as a lifestyle.” There are also secondary magazines identified to advertise in if the budget allows it.

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These magazines include O, The Oprah Magazine, Entertainment Weekly, and Cosmopolitan. These

magazines would further benefit the Fiber One brand because they primarily target women of the

same age demographics, and could help expose the brand to a broader audience. For instance,

readers of Entertainment Weekly are more likely than average to act as new product evangelicals

and spread the word about brands that they have tried and liked.

Sources:

1. Women’s Health Media Kit: http://www.womenshealthmag.com/mediakit

2. Fitness Magazine Media Kit: http://www.meredith.com/mediakit/fitness/index.html

3. Parent Magazine Media Kit: http://www.meredith.com/mediakit/parents/print/index.html

4. Entertainment Weekly Media Kit: http://www.ew.com/ew/static/advertising/

5. Oprah Magazine Media Kit: http://www.omediakit.com

6. Cosmopolitan Media Kit: http://www.cosmomediakit.com

Budget

We will place six print ads in each of the three magazines throughout the year at critical times such

as the start of bikini season and after the holidays. The grand total for the 18 magazine placements

at full-page, 4-color is budgeted for a $2,949,870. Full-page color ads in Women’s Health, Parent

Magazine, and Fitness Magazine are priced at $169,145, $174,500, and $148,000 respectively.

Placing a print ad in these secondary magazines is about as costly as the other magazines-

anywhere from $150,000 to $220,000 for a full-page color advertisement. The total for the 18

placements, including those in the secondary magazines would be $3,219,690. This would bring

the total for print ads to $6,169,560.

Sources:

7. Women’s Health Media Kit: http://www.womenshealthmag.com/mediakit

8. Fitness Magazine Media Kit: http://www.meredith.com/mediakit/fitness/index.html

9. Parent Magazine Media Kit: http://www.meredith.com/mediakit/parents/print/index.html

10. Entertainment Weekly Media Kit: http://www.ew.com/ew/static/advertising/

11. Oprah Magazine Media Kit: http://www.omediakit.com

12. Cosmopolitan Media Kit: http://www.cosmomediakit.com

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Evaluation Metrics

The effectiveness of the new print advertisements will be measured in a variety of ways. Google

analytics will be able to help track how many people visit the unique URL from the print ad. This

tool will also show where these customers are coming from and how long they stay. Unaided and

aided recall tests will also show the effectiveness of the health aspiration message. The message

can be refined depending on overall receptivity and recall. One metric that is already evident, is

overall coverage. Combined, the three primary placement magazines have an audience of over 30

million. With 6 placements each throughout the year, this becomes a very significant number. It is

likely that customers will be exposed to the ad in the 3-10 frequency range and thereby will

continue to raise brand awareness. Fiber One currently spends less than half a million to place four

print ads a year in Weight Watchers Magazine. While the current system restricts the brand’s

potential, placing ads in other magazines will effectively communicate to the Fit Consumer market.

Sources:

1. Kantar Media Fiber One Magazine Schedule (Attached)

Website Splash Quiz

Both Fit Consumers and Fiber One’s current target market agree that the Internet has changed the

way in which they get information; it is now the first place they go. Over half of Fit Consumers are

likely to seek out information about nutrition and diet. In addition, they are also more

technologically savvy at all ages. Thus, incorporating a website component into the campaign is

justified for both markets and serves the campaign purpose to reach out to the Fit Consumer. Not

only will it draw the current target market through our female based Parents Magazine placements,

but these same print ads will be drawing our new Fit Consumer gender-balanced target through

our Fitness and Entertainment Weekly placements.

The Fit Fiber Quiz derives its name from ideas that apply to both the current and Fit Consumer

market. For the current target market of middle-aged women who are aspiring to lose weight, the

words “Fit Fiber” can be interpreted as how to fit fiber into their lifestyle. Many of these women are

busy with their families and their careers and do not have time to think about maintaining their

health. On the other hand, Fit Consumers can read “Fit Fiber” as maintaining their fitness level with

fiber. Therefore, the name has an appeal to each party.

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Sources:

1. Packaged Facts – Generations Market Research Bundle: Baby Boomers, Gen X and Gen Y

(December 2008)

2. Packaged Facts – The Active and Fit Consumers and Sports Nutritional Products in the U.S.

(August 2007)

Quiz Components

The quiz will consist of six questions that acquire information including demographics, fitness level,

and most stressful meal. Demographic questions will ask for the respondent’s gender, age, weight,

how many children as well as the age of their youngest. The fitness level will be simple questions

asking to rate themselves from low to high. Finally, the most stressful meal will consist of

breakfast, lunch, or dinner. Each of these questions will correspond with a “calculated” outcome.

After the quiz is submitted, the respondent will immediately be taken to an answer page that will be

presented in a tab format. There will be three tabs: Fiber Facts, Recipes, and Recommended

Products. The “Fiber Facts” will be consistent for all participants. These facts are currently listed

on the site, but are not well leveraged. Since these are important in rebranding our image towards

health and combating the social stigma related to fiber, it is essential for these facts to be provided

to our audience. There will be four different sections: heart

health, digestive health, diabetes, and weight management. Each

facet has an explanation about how incorporating fiber in one’s

diet aids in a healthier lifestyle. The next tab, “Recipes,” will be

based on the database of recipes already posted on the Fiber One

website. These will correlate with the respondent’s answer to the

most stressful meal question. Every meal of the day can have a

high fiber content to help people “eat smart” and “feel great.”

Finally, the recommended products results will be drawn from the

recipe recommendations as well as the fitness level. The reason

that fitness level serves as a base for these results is due to the fact

that it is assumed that taste is a more important feature for people

that are at a lower fitness level. When people are at their optimal

fitness level, they are willing to eat products like cereal that is not honey coated and bars that are

not topped with chocolate. Along with these two foundations for results, every respondent will be

recommended Smartwater, which will be placed at the top of the recommended products page.

IMC Proposal | 16

With each of these information tabs, Fiber One will be able to leverage information that it already

has within links on its site as well as relay current information like the co-brand and information

about new products.

Quiz Placement

The consumer will have two formal pathways to get to the quiz website. As seen on the print

advertisement, the quiz will have a unique URL (www.fiberone.com/fitfiber). In addition to this

URL, there will also be a splash page formatted for the Fiber One webpage (www.fiberone.com).

This splash page will give visitors the option of either taking the Fit Fiber Quiz or to continue on to

the Fiber One home page. The splash page will serve as a sort of advertisement to promote the Fit

Fiber Quiz to the people that are already interested enough in the brand to visit the website. Each

of these pathways will be looked at further when analyzing our metrics.

Budget

As aforementioned, one of Fiber One’s strengths is the high quality of its website. The online quiz

will require the addition of approximately five pages: the splash page, the quiz itself, and three

different results pages. After researching an average cost estimate of website development, design,

copywriting, incorporation of flash components, and database integration to “calculate” the

answers to the quiz, this addition will cost approximately $30,000. In one estimate the high-end

design for a smaller company is $10,000. Other quotes for larger companies range from $25,000 to

$35,000 due to the interactive database management aspect needed to deliver outcomes.

Sources:

1. http://www.designquote.net/

2. http://www.webpagefx.com/

Evaluation Metrics

The success of the Fit Fiber Quiz will be measured through website hits. The great part about

online components is the ability to obtain precise analytics. These analytics can relay extremely

detailed information about what sites people came from to get to the site in question. This will be

valuable for the quiz by relaying information about whether the person who entered the quiz site

came from the splash page or more importantly, if they came directly from the unique URL. If the

latter is shown, they will be assumed to come from the print ad placement. Otherwise, their visit

will be considered a result of the splash page.

IMC Proposal | 17

Additionally, the demographic questions from the quiz responses will be able to give information

about who exactly took it. This aspect will aid the company in determining success of magazine

placements in more detail. For example, the Fit Consumer tends to be a younger in age and at a

medium to high fitness level. If this respondent were also male, we could assume that this person

came from the placement in Fitness Magazine. Although Fiber One’s original target market and the

expanded Fit Consumer market is clear, this online component will aid in getting more data on

exactly who the new overall market consists of. This will not be the first interactive component of

the Fiber One website, but it will be one of the first to be advertised in this manner.

Start! Heart Walk Sponsorship

In addition to the website, the print advertisement, and the co-brand proposal with Smart Water,

we are proposing an event sponsorship with American Heart Association. The American Heart

Association has four different focus areas targeting specific audiences. They have an event to target

women and heart disease, stroke in minorities, childhood obesity, and physically active adults age

35-54. Fiber One would be the best fit to sponsor the Start! Heart Walk, which targets the

physically active adults, ages 35-54. This target market overlaps perfectly with the desired target

market of the “Eat Smart. Feel Great” campaign.

The Start! Heart Walk is the American Heart Association’s premiere event in raising funds for heart

disease and stroke, the number one and three killers in the United States, respectively. This heart

walk promotes physical activity and heart-healthy living. Studies show that high fiber diets can

help decrease cholesterol, which benefits the heart. By

becoming a national sponsor of the Start! Heart Walk,

Fiber One will have the opportunity to educate its

consumers on the other benefits of proper fiber intake,

aside from the digestive ones that most are aware of. This

can help Fiber One step away from the current stigma of high-fiber products. The Start! Heart

Walk advocates that by exercising for as little as 30 minutes each day, you can reduce the risk of

heart disease. Their slogan, “Walk more. Eat better. Live a longer, healthier life,” fits perfectly with

the new Fiber One slogan, “Eat Smart. Feel Great.”

IMC Proposal | 18

Sources:

1. http://www.the-

alliance.org/uploadedFiles/Members/Learning_Circles/In_the_Circle/BrownPresentation.pdf?

n=6234

2. http://www.startwalkingnow.org/start_heart_walk.jsp

Start! Heart Walk Components

The Start! Heart walk has events in nearly 350 major cities nationwide. They typically place these

walks in the fall or spring. Within the nearly 350 different events, American Heart Association

predicts more than 1 million participants will walk. Because the currently fit consumers are

hesitant to try new food products, we have decided to set up a booth at each of the events that will

allow the participants to taste the delicious Fiber One bars. This will give the participants an

opportunity to try the product without have anything to lose. In addition to the booth, a Fiber One

bar will be placed in each of the participants’ registration bags. Not only will Fiber One reach the

participants in each of these walks, but the company will also reach their family and friends that

come out to support them. By sponsoring the Start! Heart Walk, Fiber One has the opportunity to

increase brand awareness.

By sponsoring the Start! Heart Walk, Fiber One has the opportunity to target both the currently fit

consumers, as well as those who aspire to be fit. Those attending the walks are of a middle-age

demographic, which corresponds perfectly with the demographics of the campaign’s target market.

Because this event advocates physical activity, Fiber One is able to reach a large amount of

currently fit consumers. On the other hand, there will be a lot of consumers whom aspire to be fit at

each of these events as well, because they want to reduce their risk for heart disease or stroke. The

location of the Start! Heart Walk supports our target market as well, because the majority of fit

consumers reside in urban areas. The Start! Heart Walk focuses on fitting a short amount of

exercise in each day; they specifically recommend 30 minutes. American Heart Association is

aware that the obesity rate is rising, and people are less active due to transportation and

technology. The sedentary jobs have increased 83% since 1950. In addition, Americans work 164

more hours per year than 20 years ago. The Start! Heart Walk is not only promoting exercise, but

they are promoting it to the busy Americans that have cut exercise out of their life for lack of time

for it. The wannabe fit consumers are at risk for this problem. Their lives are incredibly busy either

with work, family, or a variety of other daily to-dos. The Start! Heart Walk directly targets them by

promoting physical activity and healthy eating into busy lives.

IMC Proposal | 19

In addition to reaching the Fit Consumer and building brand awareness, Fiber One will have the

ability to use the “Proud sponsor of American Heart Association’s Start! Heart Walk” on the boxes

of its products to help leverage the brand. This could encourage the Fit Consumers, who are less

likely to try new food products than other consumers, to purchase our product.

Sources:

1. Packaged Facts – The Active and Fit Consumers and Sports Nutritional Products in the U.S.

(August 2007)

2. http://www.the-

alliance.org/uploadedFiles/Members/Learning_Circles/In_the_Circle/BrownPresentation.pdf?

n=6234

3. http://www.startwalkingnow.org/start_heart_walk.jsp

Budget

The estimated budget for this portion of the “Eat Smart. Feel Great.” Campaign is about $1,000,000.

This was found from the average of different national sponsorships of different events in the United

States, as well as discussing sponsorship costs with the student founder of the Students Supporting

Brain Tumor Research walk held annually at the University of Arizona. This is also a lower cost

than some sponsorships because the Start! Heart Walks do not have national media coverage.

Evaluation Metrics

The success of this campaign element can be measured by how many potential consumers we

reach. This is determined through calculating the number of participants registered at each event.

This will show how many participants at each event will have the opportunity to try a Fiber One

product, as well as how many will see the Fiber One booth.

Fiber One Girl Scout Cookie

The last element of the new campaign is a co-brand with the Girl Scouts USA organization. Plans

are underway to develop a new Girl Scout Cookie that is as delicious as the other Girl Scout Cookie

varieties but has a lower fat content, less sugar, and still delivers at least a third of the daily value of

fiber per serving.

IMC Proposal | 20

Girl Scout Cookie Components

According to the official Girl Scouts website, over 200 million boxes of Girl Scout Cookies are sold

every year. The cookies represent five of the top fifteen best selling cookies in the United States,

even though they are only available a few months each year. These cookies are sold and distributed

all over the United States by over two million girl scouts and volunteers.

In addition to their popularity, a Girl Scout Cookie would be an extremely effective element because

of the cohesiveness of the values of Girl Scouts with those of Fiber One’s current target market and

the expanded Fit Consumer market. The Girl Scouts Organization promotes healthy living, positive

self-image, outdoor recreation, and skills in sports for girls. Many Fiber One consumers may be

parents of Girl Scouts, or have friends, coworkers, or gym buddies that are parents of Girl Scouts; it

is highly likely that Fiber One’s existing target market as well as its newly expanded Fit Consumer

market will be willing to support the Girl Scouts Organization’s mission by purchasing Girl Scout

Cookies.

Girl Scout Cookies have been sold in the United States for over 80 years. Being associated with

something so steeped in nostalgia and tradition will help the Fiber One brand get a figurative foot in

the door of the homes of many new consumers. It will create brand awareness as well as give

reluctant or uncertain consumers of high-fiber foods a familiar and charitable medium by which to

try a Fiber One product. It also gives the fit (and aspirationally fit) consumers a comparatively

smarter and more beneficial way to indulge in Girl Scout Cookies. This way, consumers are making

a smart choice between cookie options and feeling great about supporting the Girl Scouts

organization, which retains nearly 70% of cookie profits.

Sources:

1. http://girlscoutsnebraska.org

2. http://www.girlscouts.org

Budget

The budget for this portion of the campaign is just over $500,000. By studying the R&D costs

incurred by Kellogg’s to launch a new product (and taking into consideration the relatively short

initial lifespan of a new Girl Scout cookie), it is estimable that $220,000 will be spent researching

and developing the new cookies. Assuming that 10% of Girl Scouts sell one box of Fiber One Girl

IMC Proposal | 21

Scout Cookies, this means 240,000 boxes of cookies will be sold at a cost of production of about

$1.20 per box. Therefore, production costs can be estimated at $290,000.

Sources:

1. http://girlscoutsnebraska.org

2. Kellogg’s 2009 Annual Report: http://www.annualreport2009.kelloggcompany.com/

Evaluation Metrics

To determine the success and popularity of the new cookie, order data can be compiled and

calculated. Each Girl Scout receives an order form for initial orders and also keeps track of boxes

sold after the orders are complete and excess cookies are sold at locations such as grocery stores.

Timeline

The timeline for implementing the new “Eat Smart. Feel Great.” Campaign begins in April of 2011,

when it is projected that the necessary research and planning will be completed. The Smartwater

co-brand will run in April and May, just leading in to the summer months. This should begin to

generate awareness of Fiber One among the Fit Consumer segment. The print advertisement will

be staggered in three two-month occurrences to hit high-volume “shape-up” seasons (before

summer, during back-to-school season, and during the “eat healthy” New Year’s resolution season) .

The Start! Walks are only held in the spring and fall seasons. Therefore, the sponsorship will start

in April and continue through the spring of 2012. It is also helpful that the sponsorship is

concurrent with the print ad timing. The online quiz will be implemented at the same time as the

first print ad with the unique URL starts running in magazines. It will remain constant throughout

year-long planned adoption time. Girl Scout Cookies are generally only sold in January and then

delivered from mid-February to March. Since it is likely too late to develop the Fiber One cookie

and have it accepted by the Girl Scouts Organization for the upcoming season, it will arrive just in

time for Girl Scout Cookie season in 2012.

IMC Proposal | 22

Budget

There are two final budgets for the campaign, depending on which print ad placement schedule is

chosen. For the primary only placements, the final budget is $4,609,870. The majority of the

budget is print advertisements, comprising 64% of the total budget. The primary plus secondary

placement final budget is $7,829,560. For this option, print advertisements comprise 79% of the

total budget. Fiber One currently spends about $30,000,000, or 91%, of their budget on television

advertisements. Print and Internet ads only make up $3,000,000 of their current total spending.

Sources:

1. Kantar Media: Fiber One Media Mix (Attached)

• $120,000Smartwater Co-Brand

• $2,949,870 / $6,169,560Print Ad

• $30,000Splash Page

• $1,000,000Event Sponsorship

• $510,000Girl Scout Cookie

• $4,609,870 / $7,829,560Total