Scope of Work

October 14, 2013

The purpose of this engagement is to develop and recommend social media strategies and/or digital applications to VML/Kellogg’s to gain

awareness of the importance of breakfast and promote KTG as a nutritious solution to skipping breakfast among a target audience

of college students.

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TABLE OF CONTENTS

Overview

Project Initiation………………………………………………………………….3

Project Assignment………………………………………………………….…..3

Client……………………………………………………………………………...3

Overview of Opportunity..............................................................................4

Market Segmentation…………………………………………………………...5

Operations

Meet the Team…………………………………………………………………..6

Reporting…………………………………………………………………………7

Client Meetings………………………………………………………………….7

Research

Research Strategies…………………………………………………………….8

Timeline & Graphic………………….…………………………………………..9

Deliverables

Presentation……………………………………………………………………10

Documentation…………………………………………………………………10

Budget…………………………………………………………………………………11 & 12

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Overview

Project Initiation:

Cardinal Consulting met with VML on September 16, 2013 at VML Headquarters. The purpose of this meeting was to review the project brief that VML laid out for Cardinal Consulting. VML engaged Cardinal Consulting to drive awareness and tail of a product, KTG, through social media strategies that are compelling, relevant, and share-worthy enough by tapping into insight that 31 million Americans are skipping breakfast. Cardinal Consulting consists of seven highly determined students along with an experienced Executive in Residence from William Jewell College. This mutual relationship between VML and Cardinal Consulting will bring real-life experience and knowledge to Cardinal Consulting with the hopes of providing VML with a strategic solution to the project assignment.

Project Assignment:

Cardinal Consulting was assigned to raise awareness and introduce Kellogg’s To Go as the solution against the problem (too many Americans and specifically college-students are skipping breakfast) and bring today’s college students all of the benefits of breakfast in a bottle. Cardinal Consulting will use creative considerations given by VML to conduct research including the following: an audience of self/college students, social channels including Facebook, Twitter, Youtube, and other channels as see fit, and consideration of re-sealable bottle and powder varieties. Cardinal Consulting will find solutions to aiding the awareness and promotion of KTG as a solution to the problem, skipping breakfast.

Client: VML & Kellogg’s

VML is a full service digital marketing and advertising firm based out of Kansas City, MO. VML is focused on helping businesses reach and connect with consumers in a smart and creative manner that will break through channel barriers. With offices spreading across the world, VML is able to form a team that will work on finding the best marketing or advertising solution for any business.

Kellogg’s In 1906, W.K Kellogg had a vision that would enrich the quality of a simple healthy breakfast to start off the day. Through many experiments and long hours in the laboratory, W.K created the first ever breakfast cereal, Kellogg’s Corn Flake’s. With his nutritious invention W.K developed a business that would create a new stance on the way people viewed breakfast. The Kellogg’s brand would from then on become the new iconic face of the most important meal of the day. Kellogg’s is a powerhouse in the breakfast market and has moved into other markets as well such as Special K, Pop-Tarts, multiple cereals including Froot Loops, Raisin Bran, Frosted Flakes, Eggo, Nutri-Grain, Fruity Snacks, Breakfast To Go and that is just to name a few. Kellogg’s has created a brand for consumers to ensure them that every day is a new start.

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Overview

Overview of Opportunity

Kellogg’s has been serving the American public for over 100 years. In particular, Kellogg’s has provided American consumers with breakfast options. Their goal has been to help individuals achieve great starts to their days. However, as the world has become more fast paced, less formal, and on the go, individuals are less willing to sit down and eat breakfast and more likely to either skip or eat something convenient. Breakfast is the most important meal of the day and Kellogg’s is trying to raise this awareness. Kellogg’s is appealing to this fast-paced lifestyle by tapping into “on-the-go” products such as Kellogg’s To Go Shake. This product was released earlier this year in an effort to reach out to a new market of people who do not eat breakfast or who seek a healthier alternative to a traditional breakfast or snack. In the past, Kellogg’s has had a strong presence in the traditional family market. However, Kellogg’s is attempting to start focusing more on Generation Y by appealing to the college-age market.

Approximately 31 million Americans skip breakfast and are tweeting about skipping nearly 80 times a day. In a world where it is imperative for firms to be able to evolve with forms of communication to reach customer markets, Kellogg's has showed a more involved presence through social media. Forms of social media such as Facebook and Twitter are constantly being used in order to reach a younger and more connected customer audience. By offering promotional specials and coupons through these social media channels, customer relations and marketing are reaching new markets that were not utilized in the past.

Kellogg’s has an opportunity to reach the college market with the help of Cardinal Consulting. This consulting group consists of the exact market that Kellogg’s is looking to tap into. Kellogg’s is currently not using not using its social media platform to its advantage. With the right strategic efforts, Kellogg’s masterbrand can become a viable option in the eyes of Generation Y.

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Overview

Market Segmentation:

Geographic segmentation:

A majority of the Cardinal Consulting geographical reach will be limited to the William Jewell College campus within the Kansas City, Missouri area. However, in order to garner a macroscopic view of the college student market, Cardinal Consulting will gather responses from students around the United States via personal connections on members’ social media accounts.

Demographic segmentation:

Cardinal Consulting will be focused on the average college student demographic. The chosen demographic is comprised of young men and women between the ages of seventeen and twenty-three that are enrolled at either a two-year or four-year American collegiate institution, of whom come from extremely diverse religious, socio-economic and ethnic backgrounds.

Behavioristic segmentation:

Psychographic segmentation:

The typical college student in today’s society values convenience, technology, social interactions, self-interest and money. The purchasing habits of college students are needless to say, frugal. A majority of social interactions in this market currently occur online via social media channels, making for “virtual relationships” being formed. General interests include sports, the opposite sex, pop culture and social responsibility. It is difficult to hone in on such a diverse demographic; however, Cardinal Consulting will be mainly focusing their efforts on a campaign that utilizes the college students’ social media habits, appreciation of convenience, money and desire to form relationships.

Specifically, Cardinal Consulting will be concentrating on the “sleepy skipper.” A majority of college students live a hectic and active lifestyle, resulting in consistent late nights and a built-up energy deficiency. Due to the average college students’ lifestyle habits, sleep deprivation is a significant concern. In order to adjust and regain ample amounts of energy, college students sleep in as late as possible in the morning before attending class, ultimately leading to a neglected breakfast. In the end, convenience plays a key role in the purchasing habits of a

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DJ Balazs, Account Executive- Lenexa, Kansas

- Business Administration- The Maids, The Right Profile LLC

- (913)488-7089

Taylor Brown, Account Executive- Louisburg, Kansas

- Business Administration, Economics, CTI- Wells Fargo Advisors, Burns & McDonnell, The Whittaker Group, The

Kauffman Foundation- (816)786-3772

Scott Buffa, Research Director- Liberty, Missouri

- Economics- LSA Portfolio Analytics

- (816)820-4817

Ian Kennedy, Research Director- Springfield, Missouri

- Business Administration- Niles Media Group, St. John's Physical Therapy, and Integrity Physical

Therapy. - (417)838-5406

Chris Reimer, Documentation Manager- Emporia, Kansas

- Business Administration, Economics, CTI- Rolls-Royce, TOMS, Children’s Mercy, The Whittaker Group

- (620)794-3071

Quentin Riser, Business Strategist- Colorado Springs, Colorado

- Accounting & Economics- Interested in Economic Development

- (719)233-2927

Travis Timmons, Project Manager- Liberty, MO

- Business AdministrationLTL Front-line Operations: traded commodity futures and mutual funds

- (816)436-5010

Meet Cardinal Consulting

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Operations

Reporting:

Status ReportsTaylor Brown and DJ Balazs will be the account managers for the Cardinal Consulting project with VML. Their tasks will include reporting the findings of the group, sending weekly updates to VML Ryan and Renee of Cardinal Consulting’s progress, deadlines, and current budget situation and also managing meetings within the group. Taylor and DJ will also set up and confirm the times of client meetings with VML.

Invoice: The team members will keep a running total of every hour logged each week and use the proper tracking methods. Hours will not be logged until the scope of work has been approved.

Bill:The bill will be issued on the final day of the presentation, November 25, 2013.

Client Meetings:

Monday, October 14, 2013 Scope of Work Presentation

Monday, November 25, 2013 Findings and Recommendations Presentation

(Subject to change upon request)

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Research

Research Strategies

Phase One Objective:

1. Develop survey2. Conduct secondary research

Output: Survey is distributed

Phase TwoObjective:

1. Collect data from survey and secondary research

Output: Data is organized and ready for analysis

Phase ThreeObjective:

1. Analyze and compare data2. Refine focus group questions based on survey analysis and secondary research

Output: Focus group questions are finalized

Phase FourObjective:

1. Collect and analyze data from focus group2. Compare focus group results with previous primary and secondary research3. Brainstorm possible ideas for strategic development

Output: Strategies are developed for plan of action

(See graphic below)

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Timeline

10/14/2013 – Meeting with Ryan and Renee to present Scope of Work.

10/14/2013 – Survey Monkey questionnaire distributed upon approval of Scope of Work.

10/14/2013 – 10/21/2013: Phase One is implemented, and survey is distributed.

10/21/2013 – Phase two is implemented. Data Collection (surveys refined for analysis)

10/28/2013 – Phase three is implemented. Data Analysis begins for development of potential strategies.

11/4/2013 – Phase four is implemented secondary analysis begins

11/11/2013 – Development of strategies

11/18/2013 – Preliminary presentation and presentation material rehearsal

11/25/2013 – Final Presentation

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Deliverables

Presentation

Market social network usage and recommended strategies to raise awareness: On November 25, 2013 Cardinal Consulting will present the results of research as well as recommended strategies to Kellogg’s/VML that center on raising awareness about their product. The presentation will include statistics about social network usage as well as breakfast habits sampled from a population of college students. The data will be presented in PowerPoint format and will contain strategic methods to gain the desired product awareness. The categories covered will include:

Survey results, focus group feedback and secondary research Target market (sleepy skippers)

Documents

Research Results and Recommended Strategies document: On November 25, 2013 Cardinal Consulting will present Kellogg’s/VML with a document outlining the following topics:

Social Media usage analysis: What social networks are most heavily used? Project Strategy: Observe research results and form strategies Marketing Strategy: Presenting strategies through a social networking

medium in a manner that will gain the attention of the target market

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Budget

Friday 10/18/2013 – Thursday 10/24/2013

Research and Development: 64 Hours

Research and Development: $4160

Competitive Analysis: 40 Hours

Competitive Analysis: $2600 Subtotal $6760

Friday 10/25/2013 – Thursday 10/31/2013

Data Collection: 40 Hours

Data Collection: $2600 Subtotal $2600

Friday 11/1/2013 – Thursday 11/7/2013

Research Analysis: 40 Hours

Research Analysis: $2600Subtotal $2600

Friday 11/8/2013 – Thursday 11/14/2013

Secondary Research and Development: 40 Hours

Secondary Research and Development: $2600

Data Collection: 40 Hours

Data Collection: $2600 Subtotal $5200

Friday 11/15/2013 – Thursday 11/21/2013

Research Analysis: 40 Hours

Research Analysis: $2600

Strategic Development: 40 Hours

Strategic Development: $2600 Subtotal $5200

Friday 11/22/2013 – Sunday 11/24/2013

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Preparation of Presentation and Materials: 25 Hours

Preparation of Presentation and Materials: $1625

Subtotal $1625

Estimated Final Total $23985

In the event of Cardinal Consulting under estimating the final bill due to unexpected developments, Cardinal Consulting reserves the right to a 10% allowance to continue the current workload. If this estimate is forecasted to be more than 10%, VML reserves the right to be informed of a new estimate before work may proceed.

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