Proceeding the implementation of the Cast Study Campaign Competition, all teams are required to submit a two page communication plan for review.

1. We’re KIND of a Bama Deal#rollKINDroll
Introduction
WorkingwithKINDonTheUniversityofAlabamacampushasbeen#kindawesome.TheUAteamsuccessfullyimplement-
ed its communication plan throughout October 1 to November 7 with more than 30 UA PRSSA chapter volunteers collab-
orating to achieve each campaign objective. Focusing on the small details enabled the team to exceed their objectives in
spreading KIND brand awareness through print materials, social media, campus events and media relations coverage.
Overview
Like most students on college campuses, students at UA are constantly on-the-go and searching for a satisfying snack that is
both nutritious and tasty. According to a pre-campaign survey, 77 percent of 685 respondents admitted that they are too
Preparation
Team Objectives
Objective 1: Increase brand awareness by informing 500 students that KIND snacks are the perfect snack for both health and
taste by November 7, 2015.
Objective 2: Get 300 students to attend KIND events to spread awareness about KIND bars by November 7, 2015.
A vital, measurable component of the KIND campaign included a 16-question survey,
resulting in 685 respondents.The survey analyzed if students were aware the KIND brand
had a presence on campus and offered a multitude of essential benefits. Only 57 per-
cent of the survey respondents were aware that KIND bars were sold on campus. The
KIND campaign team took these numbers to heart by creating a strategic communication
plan that brought the KIND brand to life while while upholding its“AND”philosophy and
“KIND-hacking”campus locations to influence students that KIND bars are the ultimate
power snack.
Implementation
When approaching the task of what events to coordinate that best fit the team’s objectives,“We’re KIND of a Bama Deal”
decided to choose strategic partnerships with other on-campus organizations that shared a similar mission and values
with the KIND brand. The UA PRSSA team’s first partnership was a collaboration with Crimson Kindness, an on-campus
organization composed of students passionate about spreading kindness. Together, We’re Kind of a Bama Deal and Crim-
son Kindness held a Kindness Poster Rally, where members of both organizations targeted campus hotspots by holding up
encouraging posters displaying messages like:“Be kind to yourself”and“You are #kindawesome”to hundreds of students
adhering to KIND’s brand value of fun and living well anywhere. The Kindness Poster Rally ran from October 6 to October
9 and generated on-campus media coverage from bothTwitter and Instagram for UA, UA Student Affairs and DEAF Hands
Speak accounts.
busy to eat healthy. These insights helped the KIND campaign team to create a mission
empowering students to snack anytime, anywhere, without sacrificing fun along the way.
The campaign goal of increasing KIND bar brand awareness was demonstrated through
campus organization event partnerships, newsworthy social media postings and impact-
ful print materials, highlighting the brand and its cheerful philosophy on a daily basis
throughout the campaign to UA students.

2. Secondly, the team hosted a Twitter chat on October 14 encouraging its 70+ followers to participate in tweeting why they
were #kindawesome to further spread awareness about the KIND brand and spark conversation.
For its third event, the team partnered with Project Health, a go-to source of health education information on the UA cam-
pus. During the week of October 19-23, Project Health’s Health Hut ran a program on health literacy. The UA PRSSA team
saw a valuable opportunity to distribute KIND bars on October 21 as the Health Hut promoted KIND’s healthy and tasty mes-
sage, perfect for any student on-the-go between class. More than 500 bars were handed out in a three-hour span.
Lastly, as the ultimate integration into student’s busy lives, the team decided to“Kind-hack”two on-campus libraries, Angelo
Bruno Business Library and Rodgers Library for Science and Engineering. On November 2 and 3 tables were set up at both
libraries where students were able to grab free KIND bars and learn more about the product, enhancing brand exposure
and changing attitudes. These libraries were selected based on their infamous busyness during the late morning and early
afternoon hours.With so many students coming and going for multiple reasons, the team knew“KIND-hacking”these areas
would put KIND bars straight into the hands of many students promoting the KIND“AND”philosophy.
We’re KIND of a Bama Deal
The University of Alabama is a public institution that accommodates the needs of
over37,000undergraduateandgraduatestudents.Atthebeginningofthecampaign,
UA PRSSA set out to raise awareness about KIND bars to at least 500 students. While
83 percent of participants of our pre-survey were already aware of KIND bars and
the benefits of choosing it as their main snack food, there was still 17 percent of par-
ticipants who were not.Throughout the campaign, UA’s chapter was able to use social
media platforms to keep followers up to date on the newest whereabouts of the KIND
Campaign and where to find the tasty alternative around campus. The team knew
social media would be their best communication efforts when they received 767 im-
pressions just off their first Facebook post. Through the hacks UA PRSSA was able to
pass out KIND bars to more than 500 students, achieving both of its objectives initially
set at the beginning of the campaign for a total of over 1,000 bars.
Can I get a #rollKINDroll? The UA team encountered a speed bump or two when it came to coordinating events. Advocat-
ing or raising awareness for items is oftentimes mistaken for advertising. Because of this misunderstanding, the ability to
gain permission for our hacks took a little longer than expected. With all of that said, we were able to successfully pull off
passing out more than 1,000 free KIND bars to students diligently studying in various libraries across campus. In addition,
halfway through the campaign,“We’re KIND of a Bama Deal,”had a misunderstanding with KIND policies therefore we had
to delete our social media handles.While this could be seen as bad luck, we were able to turn the situation around and pro-
mote KIND bars on platforms with a higher following rate. Not only did we appeal to select people, we were able to reach
students in colleges and majors all across campus!
We did it! Throughout the month of October until the beginning of November, UA’s Public Relations Students Society of
America chapter took on the KIND“No Compromise”Campaign.Through the duration of this campaign students promoted
the tasty treats through social media, posters and library hacks. As students realized how many places on campus sold KIND
bars, students came to understand that their hectic lifestyle did not have to be met with an unhealthy diet. This chapter
loved seeing students across campus tweeting out pictures of their KIND bars on the way to class!
Evaluation
Conclusion
Note From the Team