simple kneads campaign

8/15/2019 Simple Kneads Campaign

1/59

Strategic Campaign


2/59

Meet the team

Shannon Prenetta Caela Shay LieStrategic Planning Tactical/Media Planning Creat

Manager Manager


3/59

Table of contentsMeet the Team

Company History

Company Goals

Past Company Communications

Competitor Landscape

Target Audience

Campaign Goals & Objectives

Strategy

Objectives

Creative Concept

Tactics

Timeline

Budget/Measurement

Addendum


4/59

Client goalsGain in-depth, detailed knowledge of the customer profiles within Target Group

are medically required to eat gluten-free.

Research and create reliable customer profiles in order to introduce, engage, gai

those in this demographic as customers.


5/59

Past company communicationsPrevious actions and communications with the target audience have been limite

that Simple Kneads is a startup company. Simple Kneads has active Facebook an

pages as well as product placements in a variety of local restaurants, grocers and

platforms. The company currently relies largely on word-of-mouth for interactio

target audience.


6/59

Competitor landscapeThe gluten-free industry is quickly expanding and many companies are creating

foods for the increasing number of gluten-free consumers. With a growing mark

growing competition, creating a challenge for Simple Kneads to differentiate the

leader in the industry.

Research reveals the following established brands are the largest competition fo

Kneads:

● Udi’s

● Rudi’s

● Glutino


7/59

Target audience: Gluten-Free Millennials

ch

r

co

Females & Males

Aged 25-34

Medically

required to notconsume gluten

OR


8/59

Target audience insight● Influenced by social proof and authenticity ( According to studies by Elite Da

CrowdTwist)

○ Social Proof: A brand must be present on social media and involved in online co

target audience wants to hear why Simple Kneads is great from others rather th

the brand itself. This is required to develop brand loyalty.

○ Authenticity: The target audience desires quality experiences and interactions i

an authentic relationship with brands.● Willing to try new products but have a high brand loyalty ( According to the

Safety Resource Website)

● Biggest issues of concern: ( According to a Mintel 2015 Gluten-Free food repo

■ Fear of weight gain due to poor nutritional value of gluten-free foods.

■ Fear of contamination from non gluten-free foods.


9/59

Target audience Communication Channels● Social Media

○ Facebook

○ Instagram

○ Twitter

○ YouTube

● Websites

● Blogs

● Support Groups

● Events

● Magazines*

*For future endeavors

See Media List in the addendum for a complete list of websites, blogs, magazines, support

groups, and events.


10/59

Communication Channels Insights● According to Billy Hulkower’s Digital Trends study, 92% of 25-34 year olds

internet to access social media in the past three months.

● 37% of our target audience says they pay more attention to advertiseme

media than to those on traditional media according to Lauren Bonetto’s re

marketing to millennials.

● Additionally, in 2014 Amanda Topper found that blogs account for more th“online chatter” about gluten-free diets and the gluten-free industry.

● Regarding video advertising, Rose Y. Colón-Singh found that 68% of mille

purchase products featured in video content, and 42% of millennial dads w

products they learn about in videos. In addition, 69% of millennials watch b

content on YouTube.


11/59

Campaign goals

Increase awareness of Simple Kneads as a

gluten-free option for

medically required

Millennials.

Establish SimpleKneads as a leader in

the gluten-free industry

and differentiate them

from competitors as the

brand with the best

quality and taste.

Engage with the

target audience in

order to gain and

retain them as loyal

customers.

Increas

Simple

products

com

eCommer


12/59

strategy

Establish Simple Kneads as the "simple" but

evolutionary gluten-free bread.

● We can use the fact that the bread uses only

natural ingredients and is preservative free

when establishing the brand in the

marketplace.

Use eCommerce to establish

as the small-batch, gluten-fr

● Simple Kneads creation o

site allows customers to sacross the country. This p

differentiate Simple Knea

competitors.


13/59


14/59

Creative campaign: The Evolution of bread


15/59

Creative Campaign Cont.Like the evolution of man, bread has evolved over the past hundreds of years. Br

simple grain of wheat and has progressed to a manufactured material, full of addpreservatives.

Simple Kneads breaks this trend of evolution by going back to the basics. The bre

simple, wholesome ingredients and is preservatives and additive free. This fact n

bread apart from other competitor brands but is the basis for our creative camp

This campaign intends to remind people to go back to the basics of life, before br

into an unnatural product. It will show people that bread can be simple again, an

simplicity, Simple Kneads can move forward in the evolution of bread.


16/59

tactics

Press

ReleasesBlogger

Relations

Social

Media:

campaign/

presence

Simple

Kneads

Blog

Ads:

Digital &

Video

Even

Appearan

The following tactics will be used to implement our creative campaign:


17/59


18/59


19/59

Advertisements: Evolution of TechnologyThis advertisement shows that even though Simple Kneads is going back in time

simple again, it is not going back in its use of technology. The audience learns thaKneads has harnessed the evolution of technology to sell its bread via its eComm

ad can be used for digital platforms and print platforms in the future.

See addendum for design of advertisement.


20/59

Advertisements: Evolution of the grilled cheeseThis advertisement shows how a simple grilled cheese sandwich evolves with yo

your life. It compares a simple grilled cheese with minimal ingredients to a moresandwich with more ingredients. It shows that, like a grilled cheese sandwich, Si

bread grows with you. Like the other advertisements, it can be used for digital pl

now and print when the company expands to those platforms.

See addendum for design of advertisement.


21/59

Digital Advertisement PLacementThe most strategic websites to advertise on include:

● Celiac Disease Foundation: This website has 1.6 million page views per month with ov

visitors per month. This readership will allow exposure of Simple Kneads to a consist

audience. Additionally, placement on this website provides the potential of reaching n

consistent rate.

● Beyond Celiac: This website has one of the largest databases of celiac patients in the U

the page gets 400,000 views per day. Advertising on this site will reach members of S

target audience and increase awareness of its bread in the gluten-free community.

● Gluten Intolerance Group: The group’s website has 3,000-3,500 daily users with 80% o

and unique users. The group is active on social media, and it has increased its digital f

30% since September 2015. If Simple Kneads advertises on this site, it will reach man

will potentially purchase the bread.

For other potential digital advertising opportunities, see the Media List in the addendum.


22/59

Video Advertisements: evolution of father/son reThis commercial advertisement compares the relationship between a stereotypi

son in the 1950’s when the father comes home from work to the relationship of a

dad and his son today. It shows how the relationship between fathers and their s

changed and explains that bread has changed as well.

See addendum for storyboard and script of advertisement.


23/59

Video Advertisements: Tristaun’s Story and SimpleHistory

This advertisement describes the company’s unique start and its evolution since c

video starts with Tristaun telling the story of his son’s gluten intolerance and how

make the perfect gluten-free bread. Tristaun then describes how the company sta

and it will show clips of him making the bread at the factory, and him and his son

bread. This video can be as personal as the company would like.



24/59

Video Advertisements: making simple kneads/sanThis video shows step-by-step instructions for making the bread. It then continu

showing the making of a sandwich with the bread, and ends with the Simple Knethe ingredients as they are added to show that the bread is vegan. It demonstrat

bread evolves from a few ingredients to a delicious sandwich. The popular “Tast

Facebook inspired this advertisement.



25/59

Video Advertisement PlacementThe most advantageous platforms to place video advertisements are on all of Sim

social media accounts and the company website. Millennials are drawn to videosplace these advertisements on social media sites that they frequent and that hav

capabilities, such as Facebook, YouTube, Instagram, and Twitter. Sponsoring the

Facebook will ensure exposure of Simple Kneads and garner awareness within t

audience.

Additionally, it will be beneficial to have the video depicting the company’s storyautomatically when customers visit the website because the video’s sounds and

captivate the website’s visitors, and it will show the authenticity of the company


26/59

Advertisements ROiDigital Advertisements: By investing in advertising on the websites mentioned

will gain exposure to the users of the sites. With this exposure, more people in it

audience will learn about Simple Kneads and potentially purchase the bread.

Social Media Advertisements: Simple Kneads can post these advertisements o

media accounts to raise awareness to its followers and gain more followers by en

current network. Additionally, it can sponsor one of these advertisements or oth

week at the rate of $5 per post for 6 months on Facebook. These 24 posts will ga

the company. Studies found that, on average, companies’ that sponsor posts on Fan ROI increase of 14%. Some companies even increase their ROI to 450%. (http://

com/socialtimes/study-facebook-page-post-ads-generate-14-higher-roi-for-retail-sector-than-marketplace-ads/289658) (http

marketingsherpa.com/article/case-study/roi-increase-from-facebook-and-organic-content)


27/59

Social media campaign: #SimpletransformationThis campaign will show how Simple Kneads bread is changing the lives of its cu

through the #SimpleTransformations Campaign. Customers are asked to post a s

comparison of their meals before and after they discovered Simple Kneads bread

wants to see how the bread has changed, transformed, and simplified mealtime.

with the most likes and shares on their “simple transformation” post will win a y

their choice of Simple Kneads bread.

The campaign will first run in August and then again in May in coordination with

Awareness month.

It is important for Simple Kneads to have a heavy social media presence due to t

audience includes Millennials, who rely heavily on social media as a source of inf

See addendum for sample posts.


28/59


29/59

Social media campaign roiThe social media campaign will increase awareness of the brand at a low

current customers of Simple Kneads will post the benefits of the bread networks will learn about the company and its product. The hashtag wi

to search for the campaign. The awareness generated from consumer p

at no cost to the company. However, sponsoring Facebook posts at $10

month it runs will increase the potential involvement. One company fou

increased its ROI by 450% by sponsoring Facebook posts in a similar ca

(http://www.marketingsherpa.com/article/case-study/roi-increase-from-facebook-and-organic-content) (http://www.adweek

facebook-page-post-ads-generate-14-higher-roi-for-retail-sector-than-marketplace-ads/289658)


30/59

Company Social media PresencePosts from the company’s Facebook and Instagram accounts 3 times a week offe

lifestyle, brand and product posts.

Offer coupons to social media audience once a month with incentives to share th

for additional coupons.

Sponsor 1 post each week targeted at our target audience.

Connect with Key Opinion Leaders on social media.

See addendum for content calendar, example content, and KOL list.


31/59

Simple kneads blogBased on secondary research, we learned that online chatter accounts for a large

where gluten-free individuals receive information (Mintel, Social Media - Gluten 2014). Because of this, we suggest that Simple Kneads create a blog on their web

gluten-free eating and lifestyle tips. This will help to establish Simple Kneads as

source for gluten-free bread, but also has a source for gluten-free information. Se

addendum for sample posts.

The blog would be shared through the company’s social media platforms as welllinked to in some of the blogger reviews.

See addendum for example blog posts.


32/59

Company Social Media and company Blog roiSocial Media: Simple Kneads social media posts will raise awareness to its curr

well as gain more followers by engaging with its current network. Additionally, one post or one advertisement per week at the rate of $5 per post for 6 months

These 24 posts will gain exposure for the company. Studies found that, on avera

that sponsor posts on Facebook have an ROI increase of 14%. Some companies

their ROI to 450%

(http://www.marketingsherpa.com/article/case-study/roi-increase-from-facebook-and-organic-content) (http://www.adwee

facebook-page-post-ads-generate-14-higher-roi-for-retail-sector-than-marketplace-ads/289658)

Blog: The company’s blog will be low cost because it will be added to the websit

Kneads will only have to create the content. The blog will teach people about the

its products as well as provide them with gluten-free lifestyle tips. This will help

understand the company and create a sense of authenticity.


33/59

Blogger outreachBased off of research that revealed our target audience relies on social proof to e

loyalty and that online chatter accounts for 50% of conversations surrounding th

community, our tactic includes reaching out to prevalent gluten-free bloggers asreview the product and the eCommerce website.

Bloggers will receive a pitch letter through email asking them to review not only

also the eCommerce site. They will receive an online code which will allow them

bread free of cost and customize the types of breads they wish to review.

By receiving product reviews, Simple Kneads can continue to establish itself as a

gluten-free marketplace.

See addendum for example pitch letters and eCommerce press

release.


34/59

Blogger outreach: channels● The Adventures of Anti-Wheat Girl

○ Active social media, Facebook: 594, Twitter: 2K

●

Gluten Free Frenzy ○ Twitter: 14K, Facebook: 9,000, featured on national media outlets. Has product

advertisements

● Celiac Chicks

○ Facebook: 20K, Featured on national media

● G-Free Foodie

○ Facebook: 111K, Instagram: 11.2K

● GlutenDude

○ Twitter: 12K, Facebook 24K

Blogger outreach has the potential to have a large ROI due to the fact that it is a low-cost wa

audience. When a blogger reviews Simple Kneads, the review will be posted on their websit

For the full media list see addendum


35/59

Event appearanceSupport Group Meetings: Send samples to local and national support groups as w

attendees with a coupon urging them to use the eCommerce site to purchase the

National Conventions: Sponsor and attend national conventions where relevant

leaders appear showcasing the Simple Kneads product and its eCommerce platfo

coupons for convention attendees to further purchase and taste the product.


36/59


37/59

objectivesEstablish and

increase brandrecognition over

a 6 month period.

Increase Simple

Kneads websitetraffic by 25%

in 4 months.

Increase

Kneads F

Instagr

Pinterest

100% o

month

Receive 15media

placements in 6

months.

Receive 10blogger

mentions in 6

months.


38/59

Timeline

budget


39/59

budget


40/59

addendumIncludes:

● Digital Ads● Video Storyboards & Scripts

● Sample Social Media Campaign Posts

● Press Releases

● Content Calendar

● Sample Company Social Media Posts● Sample Blog Posts

● Pitch Letters

● Press Release

● Research Report

●

Media List

A E B (B D


41/59

Advertisement: Evolution of Bread (Banner and D

A E T


42/59

Advertisement: Evolution of Technology


43/59


44/59

Father/Son Relationship Commercial Script


45/59

(Black-and-white 1950’s kitchen. MOTHER is making sandwiches while SON watches TV at the ta

from front door. He is coming home from work. MOTHER places sandwich on table.)

MOTHER: Hello, dear.

FATHER: (kisses MOTHER on cheek.) Hello! (Ruffles SON’s hair and sits down at table. SON stopsHiya, son!

(MOTHER places sandwiches in front of them and sits with them.)SON: Hi, Dad! (Eats sandwich.)

(Switch to color modern-day kitchen. DAD is making sandwiches while SON plays on a tablet. MO

door. She is coming home from work. DAD places sandwich on table.)

DAD: Hello, dear.MOM: (kisses DAD on cheek.) Hey! (Ruffles SON’s hair and sits down at table. SON puts down tab(DAD places sandwiches in front of them and sits with them.)

SON: Hi, mom! (Eats sandwich.)

(Screen changes to white writing on Simple Kneads’ orange color.)

“THE RELATIONSHIP BETWEEN DADS AND THEIR KIDS HAS EVOLVED...”(Fade to new message.)

“SO HAS BREAD”.(Fade to Simple Kneads logo.)

(Fade to black.)


46/59

Tristaun and Simple Kneads Commercial Script

(TRISTAUN i itti d t lki t th d thi it h ith B ll li i l di T


47/59

(TRISTAUN is sitting and talking to the camera and this switches with B-roll clips including Tr

figure out the recipes, making the bread in the factory now, and Tristaun feeding his son the b

his son).

TRISTAUN: When my son was 2, he developed an allergic reaction to gluten. I soon found th

really any satisfying gluten-free breads on the market, so I began experimenting with wholeto create my own recipe. I wanted to create a bread that was hearty and delicious as it was h

nutritious.

After many attempts, I finally found three different combinations of ingredients that made g

unlike others that we had tried. They were like normal bread. The breads were so enthusias

everyone who tried them, I wanted share them with the world.

One taste and you’ll agree: This is bread the way it was meant to be. Each loaf is hand-crafte

food ingredients that are gathered close to the source. And because the recipes are gluten-fr

enjoy the pleasure of breaking bread together – wholesome, robust, artisan bread.

Although we’ve outgrown the one oven in my home kitchen, we still maintain the hands-on,

craftsmanship that was nurtured there. We still do all the baking, never outsourcing a single

us to bake each batch with the love and care of a father for his son.


48/59

Social media campaign Sample Posts


49/59

Social media campaign Sample Posts

Press release: Social media campaign


50/59

Press release: Social media campaignXXXXX FOR IMM

Simple Kneads

XXXX

XXXXX

Social Media Campaign to Highlight Transformation of Gluten-Free Foods

Burlington, NC: Simple Kneads, an artisan-style gluten-free bread company, is pleased to announce the beginning of #Sim

Through Facebook and Instagram, Simple Kneads wants to see how this bread is changing the lives of it’s customers. In co

Awareness month, the campaign will run through the month of May.

Customers are asked to post a side-by-side comparison of their meals before and after they discovered Simple Kneads bre

see how the meals have changed, transformed, and simplified mealtime.

“When creating Simple Kneads bread, my main goal was to create a simple, good tasting bread, that my son would like an

easier and more enjoyable,” Said Tristaun LeClaire, Simple Kneads CEO, “ it is the company’s hope that our customers exp

The customers with the most likes and shares on their “sImple transformation” will win a year's supply of their choice of

About Simple Kneads: Simple Kneads is a gluten-free bread company based in Burlington, N.C. Beginning business in Aug

has developed, produced, and distributed 3 artisan-style gluten-free vegan breads.

###

Company Social media Content Calendar


51/59

Company Social media Content Calendar

Company Social media example posts


52/59




53/59


Key Opinion Leader list


54/59

Key Opinion Leader list

Company blog example posts


55/59

Company blog example postsDelicious (and Easy!) Lunch Time Sandwich Inspiration

You finally have delicious gluten-free bread and lunchtime finally means sandwich time again, but having the same sandwi

boring. Check out these delicious, healthy and easy sandwich ideas to help evolve your lunch box from simple to fun!

1. “Grown-Up” PB&J

Ingredients:

● Simple Kneads Sourdough

● Peanut Butter

● Jelly

● Banana

● Honey (just a little drizzle!)

2. Turkey Pesto Club

Ingredients

● Simple Kneads Quinoa Power Grain

● 2 slices of Turkey

● Bacon

● Pesto

● Goat Cheese

● Tomato

● Lettuce

3. Not your average chicken sandwich

Ingredients

● Simple Kneads Pumpkinickle

● 1 chicken breast

● Provolone cheese

● Honey mustard

● Lettuce

● Tomato

4. 4 Cheese, Grilled Cheese

Ingredients

● Simple Kneads Sourdough

● Cheddar

● Goat

● American

● Mozzarella

● Optional: Avocado, Bacon, Tomato

Blogger pitch: gluten-free mommy/daddy blogger


56/59

Blogger pitch: gluten-free mommy/daddy bloggerSubject Line: Taste Test Reveals Simple Kneads is Preferred Gluten-Free Bread

Dear XXX,

Mornings are chaotic and packing lunch for your kids makes them even busier. When your child has a gluten-alle

sandwich can become a chore due to poor bread quality and taste. Simple Kneads gluten-free bread can help eas

with its gluten-free bread, boasting delicious flavors and excellent quality. Our bread is available in sourdough, q

pumpkinickel flavors ensuring something for the whole family. In fact, in a blind taste test, consumers preferred

gluten-free breads.

Simple Kneads isn’t your typical gluten-free bread. The bread, created by a father who was determined to make

celiac son, is made with only whole food ingredients. That’s right, we are going back to the basics, back to when b

our bread also ships fresh, which means we don’t bake it until you order it and shipping is always free.

We make ordering our bread easy with the launch of our new Ecommerce site. I would love to invite you to test o

Simply select the 4 loafs you wish to purchase and check out, it’s that easy! I have even included a coupon code s

order free. Test out the site and the bread, we would love to hear what you think! No more are the high stress m

s lunch, Simple Kneads makes lunchtime simple again.

Best,

XXX

On Behalf of Simple Kneads

Blogger pitch: gluten-free lifestyle bloggers


57/59

Blogger pitch: gluten free lifestyle bloggersSubject: Taste Test Reveals Simple Kneads is Preferred Gluten-Free Bread

Dear XXX,

Mornings are busy and packing a lunch for your work day makes them even busier. When you have a gluten-alle

sandwich can become a chore due to poor bread quality and taste. Simple Kneads gluten-free bread can help ea

stresses with its gluten-free bread, boasting delicious flavors and excellent quality. Our bread is available in sou

grains and pumpkinickel flavors ensuring something everyone’s taste buds. In fact, in a blind taste test, X out X c

Simple Kneads to other gluten-free breads.

Simple Kneads isn’t your typical gluten-free bread. The bread, created by a father who was determined to make

celiac son, is made with only whole food ingredients. That’s right, we are going back to the basics, back to when

our bread also ships fresh, which means we don’t bake it until you order it and shipping is always free.

We make ordering our bread easy with the launch of our new ecommerce site. I would love to invite you to test

Simply select the 4 loafs you wish to purchase and check out, it’s that easy! I have even included a coupon code

order free. Test out the site and the bread, we would love to hear what you think! No more are the high stress m

something together quickly for lunch, Simple Kneads makes lunchtime simple again.

Best,

XXX

On Behalf of Simple Kneads

Press release: ecommerce site


58/59

Press release ecommerce siteXXXXX FOR IMM

Simple Kneads.

XXXX

XXXXX

eCommerce Allowing for Easy Access to Gluten-Free Bread

Burlington, NC: Simple Kneads, an artisan-style gluten-free bread company, is pleased to announce the launch of their ec

business in August 2015, the company began distributing their product through a variety of channels. Now getting good gl

one-shop stop experience.

The launch of the eCommerce site allows for the easy purchase of a variety of packaged bread combinations that comes in

quinoa power grains and pumpkinickele.. Simple Kneads’ founder and co-owner Tristaun LeClaire said, “The launch of th

because not only does it make finding and purchasing gluten-free bread only a click away, it also guarantees a quick delive

customers.”

Living a gluten-free lifestyle shouldn’t be hard, and Simple Kneads is working to make it all the more simple. Easy purchas

consumers take the their meals to the next level or back to the basics.

About Simple Kneads: Simple Kneads is a gluten-free bread company based in Burlington, NC. Beginning business in Aug

has developed, produced, and distributed artisan-style gluten-free vegan breads.

###

Research report & Media List


59/59

Research report & Media List

Attached, please find the research report on Relevant Media Channels &

as the media list.

simple kneads campaign

Documents