As a final assignment for the Media Planning course at Ithaca College, I worked in a team along with three peers to create a comprehensive media plan for the client Kashi to use in promoting its line of frozen pizza. My team completed extensive brand, competitive and audience research, formulated a creative strategy, and designed and detailed media objectives and strategies to meet the client's needs. We then pitched this plan to the class as a whole at the end of the semester.

1. Brendan Brown, Lee Hamacher, Sara Harmon, Megan Zart
STCM 30900 – 01
Spring 2015

2. Integrated
Innovative
Strategic
Research-Based
Holistic

3. Agenda
- Situation Analysis
- Challenge & Key Insight
- Big Idea
- Media Mix
- Other Objectives & Strategies

5. Brand Analysis
- Industry
- Frozen food
- Natural & organic food
- Kashi brand
- Kashi frozen pizza

6. Brand Analysis
- Flighting strategy
- High brand awareness,
low product awareness
- West & Southwest
- Previous ads

7. - Marketing objective
- Grow sales by 15%
- Ad budget
- $31,462,400 total
- 0.63% spent on pizza
- Economic & societal trends
- Healthy eating
- Busy lifestyle
Brand Analysis

8. Competitors

9. Competitors

10. Competitors

11. Competitors

12. Target Audience
Primary: The Trendy Opinion Leader
• Fueled by what they eat
• Willing to buy frozen pizzas
• Witty and intelligent leaders
• Trend-setters
• Pivotal member of social groups
• Technologically savvy
• Utilize magazines and radio

13. Meet Samantha Stewart
City: San Francisco, CA
Occupation: Nurse at Saint Francis
Memorial Hospital
Age: 38
Income: $75,000
Marital Status: Married
Target Audience

14. Secondary: The Mature and Mindful
• Nutrition conscious
• Friendly and methodical
• Active within their communities
• Utilize traditional media
• Environmentally conscious
• Already familiar with the Kashi brand
Target Audience

15. Meet Ella Backus
City: Somers, CT
Occupation: Administrative
Assistant
Age: 62
Income: $80,000
Marital Status: Married
Target Audience

16. SWOT

20. Media Mix
- Objective: spread awareness through:
- Events
- Magazines
- Radio
- Social Media
- Blogs
- SEO
- Guerrilla Marketing

21. Green Festivals
- Promote ‘green’ products, healthy living
- 5 total: LA, San Francisco, Portland, NYC, DC
- Kashi booth w/ samples, demos, free
merchandise, etc.
- Added perks

22. Magazines
- Half page ads
- Parents
- Marie Claire
- Runner’s World

23. Radio
- :30 ads on national networks
- Westwood One
- United Stations Radio Network
- Crystal Media

24. Social Media
- Facebook
- Kashi Questions
- Twitter
- Pinterest

25. Blogs & SEO
- Blogs:
- The Scoop on Food
- Hungry Runner Girl
- SEO

26. Guerrilla Marketing
- Secret Kashi food truck
- The Great Food Truck Race sponsorship
- Pi Day pizza parties
- Partnership with Box Tops for Education
- #GoldenBox promotion

28. Reach, Frequency & GRPs
To launch a campaign that
will achieve a reach of 70, a
frequency of 5, and 350
GRPs during the peaks of
the pulsing campaign.

29. Scheduling & Timing
To implement a national
twelve month pulsing
campaign beginning in
January that will generate
more awareness about
Kashi’s frozen pizza.

30. Monthly Schedule & GRP Breakdown

31. Geography
To launch a national
campaign promoting
Kashi frozen pizza
across the United
States.

32. Budget

33. Budget Breakdown