Advertising & Promotion "Book"

CALIBER
When the bullet of a Colt .45 reaches the target, the collision generates a unique explosion,
emphatic penetration, and a new impression is created on the target. Founded in 2012 by aspiring
advertising experts, Caliber Advertising seeks to do the same for our clients. Analyze, Impact,
Excel embodies our mission here at Caliber. Through thorough and unmatched analysis, Caliber
prepares clients to have significant market penetration and brand identification. By strategically
impacting the market of our client, we ensure their brand is both unique and effective. Caliber
separates itself by then excelling beyond what a client would expect. We go to great lengths to
make sure their brand is delivered accurately and effectively and the client is seeing significant
results.
We are Caliber.
1

MEET THE TEAM
Ali Bach
Brand Strategist & Direct Marketing
Branding is fascinating and something Ali is incredibly passionate about.
She graduated from the University of Michigan with a degree in Marketing
with an Advertising emphasis. Recently joining Caliber, Ali is committed
to focusing on our client's strategy as the backbone of the advertising
efforts, creating synergy through all platforms. In this way, she seeks to
establish a solid and strategic brand to meet our client's needs.
Noah Kuhlman
Media Planner
Noah is one of the founding members of Caliber. As a media planner, Noah
strives daily to provide customers with the most effective and productive
advertising space. He graduated from the University of Oregon with a degree
in Marketing. He currently services clients from all over the United States
establishing plans to help them reach the greatest number of potential
customers at the lowest cost.
Max Rymer
Market Research & Interactive Producer
Max is also one of the founding members of Caliber. From an early age he
showed market-research prowess. He frequently did research on potential
markets and conducted SWOT analyses running lemonade stands as a
child. Max grew up and the passion never died. He attended the University
of California-Berkeley where he graduated with a double major in
Marketing and Business Management. He continues to provide the best
interactive productions in order to equip a brand in the market.
2

Kevin Zugschwert
Account Planner
Kevin joined the Caliber team shortly after their initial success. Coming to
Caliber right out of Northwestern University, Kevin uses a high-energy
approach to find the best possible information related to each client he
works with. This passion makes Kevin a natural fit as the Account
Planner.
Dan Doar
Creative & Digital Art Director
Dan was sought out by Caliber Advertising to add the creative touch the
company needed. Dan is motivated to help companies succeed and impact
the market through the use of creativity and design. He specializes in
design which is meant to catch the viewer’s attention and draw focus
towards a product. Graduating from California Institute of the Arts, Dan is
the Creative and Digital Art Director at Caliber. He oversees all of
Caliber’s creative efforts and is an integral part of brainstorming out-of-the
box ideas for our clients.
Haeley Wells
Account Director
Haeley has been with Caliber since the beginning as the Account Director.
She graduated from the University of California-Los Angeles with a degree
in Advertising. Haeley loves combining creativity and business and enjoys
working with our creative team. She seeks to exceed client expectations and
ensure top quality advertising campaigns.
3

CONTENTS
Caliber............................................................................................................................................. 1
Meet the Team............................................................................................................................. 2
Execuitive Summary....................................................................................................................... 8
The Company.............................................................................................................................. 8
Campaign Synopsis..................................................................................................................... 8
Major Selling Points.................................................................................................................... 8
Media Sources............................................................................................................................. 9
Market Analysis .......................................................................................................................... 9
Meals-on-the-Go........................................................................................................................... 10
History....................................................................................................................................... 10
Mission Statement..................................................................................................................... 10
Vision Statement ....................................................................................................................... 10
Strategy...................................................................................................................................... 11
Sales History ............................................................................................................................. 11
Market Analysis............................................................................................................................ 12
Understanding the Industry....................................................................................................... 12
Outdoor Recreation................................................................................................................ 12
Camping................................................................................................................................. 12
Fishing ................................................................................................................................... 13
Camping Trends ........................................................................................................................ 13
SWOT Analysis......................................................................................................................... 14
Strengths ................................................................................................................................ 14
Weaknesses............................................................................................................................ 14
Opportunities ......................................................................................................................... 14
Caliber........................................................................................................................1
Meet the Team.................................................................................................2
ExecutiveSummary..................................................................................................9
TheCompany..................................................................................................11
Campaign Synopsis........................................................................................11
Major Selling Points.......................................................................................11
Media Sources................................................................................................12
Market Analysis.............................................................................................12
Meals-on-the-Go.....................................................................................................13
History............................................................................................................15
Mission Statement..........................................................................................16
Vision Statement............................................................................................16
Strategy...........................................................................................................16
Sales History..................................................................................................16
Market Analysis......................................................................................................17
UnderstandingtheIndustry.............................................................................19
Outdoor Recreation..............................................................................19
Camping...............................................................................................19
Fishing..................................................................................................20
CampingTrends..............................................................................................20
SWOTAnalysis..............................................................................................21
Strengths...............................................................................................21
Weaknesses..........................................................................................21
Opportunities........................................................................................21
Threats..................................................................................................21
4

CompetitorAnalysis................................................................................................23
Mountain House.............................................................................................25
History..................................................................................................25
Differentiation......................................................................................25
IMCCampaign.....................................................................................26
Backpacker’s Pantry.......................................................................................27
History..................................................................................................27
IMC Campaign....................................................................................28
Ty Ry, Inc. - Alpine Aire Foods/Richmoor/Natural High..............................29
History..................................................................................................29
IMCCampaign.....................................................................................30
Summary of Companies in Industry...............................................................31
Secondary Competitors..................................................................................32
SoPakCo...............................................................................................32
Wornik..................................................................................................32
Brand and Campaign Theme................................................................................33
Bear Necessities Brand Campaign.................................................................35
Brand Identity.................................................................................................35
“Fuel” Campaign............................................................................................38
Creative Brief.................................................................................................40
Product Overview...................................................................................................43
Explanation of Product...................................................................................45
ChosenRetailers.............................................................................................46
UniqueSellingPoint.......................................................................................47
FCBQuadrant.................................................................................................47
Communication Effects Pyramid...................................................................47
5

TargetMarket..........................................................................................................49
Overview.........................................................................................................52
Primary Target Market - Aaron......................................................................54
Secondary Target Market - Kathy...................................................................55
IMC Elements.........................................................................................................57
Marketing Objectives.....................................................................................59
Sales.....................................................................................................59
Market Share........................................................................................59
CommunicationsObjectives...........................................................................59
Advertising.....................................................................................................60
Magazines............................................................................................61
Billboards.............................................................................................66
Radio....................................................................................................70
Email Marketing..................................................................................72
National and State Parks Visitor Guides..............................................75
Unused Media......................................................................................76
Sales Promotions............................................................................................77
Point of Purchase Displays..................................................................77
Coupon Campaign...............................................................................78
SamplingIn-Stores...............................................................................79
Promotional Product............................................................................81
6

Internet and Interactive.........................................................................................83
Website............................................................................................................85
Social Media - Facebook, Twitter, YouTube..................................................86
Pay-Per-Click..................................................................................................91
Online Magazine - Outside Online......................................................92
Bear Necessities Twit Pic Contest.......................................................93
Sponsorship and Events.........................................................................................95
Product Launch: Hibernate Hunger Challenge.............................................97
Sponsor: Field and Stream Total Outdoorsman Challenge...........................99
Community Events: National Trails Day....................................................100
PersonalSelling.....................................................................................................103
B2C Trade Shows.........................................................................................105

PressReleases........................................................................................................109
Budget.....................................................................................................................117
Timeline..................................................................................................................121
Appendix A...........................................................................................................125
Slides............................................................................................................127
Appendix B...........................................................................................................134
Primary Research.........................................................................................136
Media Kits...................................................................................................140
Other.............................................................................................................162
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“EXECUTIVE
SUMMARY”
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EXECUITIVE SUMMARY
THE COMPANY
Meals-on-the-Go was established in 1971 and has been largely competitive in the MRE and
military contracting business for the past twenty years. Recently, however, Meals-on-the-Go has
needed to reposition itself in the frozen food and microwavable meals share of the food industry.
Because of marginal success in this new market, Meals-on-the-Go has decided to launch back
into the MRE business, but market to consumers in the camping and outdoor adventure
industries. Meals-on-the-Go has contracted their advertising campaign for this venture to Caliber
Advertising.
CAMPAIGN SYNOPSIS
Caliber Advertising has developed an ad camping for Meals-on-the-Go’s new brand of meals
called Bear Necessities. The company seeks to create a new brand in order to distinguish itself as
a unique product, as well as defeat the consumer notion of MRE’s being messy or having a bad
taste. The specific campaign theme for Bear Necessities is the meal which “fuels adventure” and
the meal which “fuels memories.” These themes are specific to the two separate targets the
brand will market to. In both of these campaign themes, Bear Necessities seeks to meet the
consumers where they are - outdoors. By providing the fuel for their passion, Bear Necessities
will penetrate a highly-emotional, incredibly active market.
MAJOR SELLING POINTS
Caliber has long been a company based upon quality, precision, and pursuit of the highest
quality. This will be reflected in the advertising campaign for Bear Necessities. The meals will
not only have exceptional taste, but the packaging of the meals will cater to the busy lifestyles of
the target markets. The meals themselves are a combination of MRE-style food, as well as
packaged meal bars which are sweeping the industry. For a secondary benefit, Meals-on-the-Go
has added biodegradable packaging in order to create a sense of comfort and stewardship while
the primary consumers explore their natural habitat: the outdoors. Bear Necessities will be in a
market yearning for a strong brand to break the consumer MRE mold. Knowing this, their
product will be positioned as the tastiest, most convenient, and most durable meal which fuels
the target market’s active, aware audience. Ultimately, Bear Necessities takes care of every
worry the consumer may have about meal preparation so he or she can focus on their outdoor
passion.
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MEDIA SOURCES
Bear Necessities will use an abundance of effective media avenues to reach the target markets.
Bear Necessities seeks to meet the adventurous market and family market at the ground level.
Whether this is traveling to a mountain site or hiking across a National trail, Bear Necessities
will be there to remind their customers they do not have to worry about the quality and nutrition
of the food they are putting in their bodies. Because of thorough primary research of the market,
Caliber has discovered billboards, magazine advertisements, internet marketing, and event-based
sponsorships are the most effective ways to reach Bear Necessities’ markets. Additionally,
making use of trade show exhibits, sampling products, and sales promotions in order to
compliment a captivated target market is vital as well.
MARKET ANALYSIS
Through thorough analysis of the target markets, Caliber Advertising came to find Americans
have an incredible desire to be outdoors. For many Americans, a love for the outdoors starts with
a first fishing trip, a night camping under the stars, or a breathtaking view after a tough hike.
Such “gateway” activities are popular, accessible and often lead to participation in other outdoor
activities. This leads to an opening for a significant camping-food industry.
The Outdoor Industry is a growing industry with many companies claiming large amounts of
market share. Specifically in the camping food market, there are five major brands, a 55 million
dollar market. Mountain House and Backpackers Pantry are two of the primary competitors
which occupy the majority of the market share. In order for Bear Necessities to have maximum
penetration and effectiveness in this market, the meals will need to differentiate from those
already established. Because there is no inherent need for MRE camping meals and also due to a
lack of presence in this market already, a strong advertising campaign can put Bear Necessities
over the top and dominate this market share. Again, this industry is growing. The camping
convenience meal industry wants to be successful. Bear Necessities, through their integrated
marketing campaign, hopes to occupy the majority of this market within ten years.
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“Meals-on-
the-Go”
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MEALS-ON-THE-GO
HISTORY
Meals-On-The-Go was established in 1971 by Eugene Hanson after the completion of his tour in
Vietnam. He was compelled to create meals ready to eat as a convenient alternative to the food
served on the battlefield. In 1975, Eugene presented his idea, and Meals-On-The-Go was
officially adopted by the United States military. Throughout the years he partnered with young
entrepreneurs who helped expand the company into current military contracts, diversify the
product line, and research and develop innovative packaging as well as flavors. Towards the end
of 2004, Meals-On-The-Go had reached their highest net sales ever. The contract with various
branches of the U.S. Military reached a major point when Operation Iraqi Freedom became a
prominent, long-lasting war. This was, however, short lived because of the recession in 2009.
The government wanted to mend the hurt in private industry by cutting costs. This included the
termination of Meals-On-The-Go contracts with military branches. This change initiated the
needed motivation to drive Meals-On-The-Go to expand into different food markets. Thanks to
the initiatives of the young entrepreneurs which remain a part of this company, Meals-On-The-
Go began to diversify the product line once more. In addition to the current microwave entrées
for office convenience use and home diet meals, Meals-on-the-Go has repackaged their MRE
product for use in camping and recreational market segments. They are currently working on
establishing themselves as a front runner in the existing recreational packaged food industry.
Meals-On-The-Go expects to see a drastic rise in sales and product expansion in penetrating this
market.
MISSION STATEMENT
Inspired by the men and women who courageously serve our country, Meals-on-the-Go’s
mission is to passionately serve our customers by providing them with innovative, nutritious, and
reliable food products without sacrificing taste.
VISION STATEMENT
Meals-On-The-Go strives to be the most trusted and reliable camping food in the market,
aspiring to become the leading brand in the industry within ten years.
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16
Meals-On-The-Go expects to see a drastic rise in sales and product expansion in penetrating this
market.
MISSION STATEMENT
Inspired by the men and women who courageously serve our country, Meals-on-the-Go’s
mission is to passionately serve our customers by providing them with innovative, nutritious, and
reliable food products without sacrificing taste.
VISION STATEMENT
Meals-On-The-Go strives to be the most trusted and reliable camping food in the market,
aspiring to become the leading brand in the industry within ten years.
STRATEGY
Meals-on-the-Go seeks success through high quality products and packaging. By focusing
on relationships with customers, shareholders, and the surrounding community, Meals-on-
the-Go will begin by satisfying the world one quick, easy, convenient meal at a time.
SALES HISTORY
Meals-on-the-Go is currently a well established company in the frozen foods industry. The
company sales history has been characterized by steady growth along with a steadily increasing
demand for convenience products. In 2012, Meals-on-the-Go as a whole sold 15 million dollars
worth of product. In the coming year, Meals-on-the-Go strives for increasing sales with the
launch of the new brand Bear Necessities.

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“Market
Analysis”
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MARKET ANALYSIS
UNDERSTANDING THE INDUSTRY
OUTDOOR RECREATION
Americans have inherited an incredible desire to be outdoors. In 2010, Americans participated in
10.1 billion outdoor outings with an average of 73 outings per participant. Nearly 50 percent of
Americans ages six and older participated in at least one outdoor activity in 2010. Among many
other benefits, outdoor activities provide fitness and health benefits. More than half of all
married couples participate in outdoor activities. Among those who identify themselves as
outdoor participants, 61 percent are married. The most common outdoor activities include
running/jogging, trail running, fishing, bicycling, camping, and hiking. For many Americans, a
love for the outdoors starts with a first fishing trip, a night camping under the stars, or a
breathtaking view after a tough hike. Such “gateway” activities are popular, accessible and often
lead to participation in other outdoor activities.
CAMPING
Camping continues to shine as one of Americans most prized traditions. This activity is
accommodating to all life styles, genders, ages, and interests. Approximately 40 million
Americans, or 15 percent over the age of six, participated in camping in 2010. On average, each
participant enjoys 13 days of camping each year. Camping is also considered a recession-proof
activity. This means, despite the instability of the economy, camping continues to be a major part
of Americans lives. Camping and camping gear are among the top ten recession-proof segments
of the economy. Camping also provides an extremely flexible experience depending on
participants wants, needs, and preferences. People are motivated to camp for a variety a reasons.
Some are motivated by family fun, others by spending time with friends, and some by enjoying
luxuries, while even others are motivated to push their personal limits. The most amount of
camping is done in the Mountain region (Montana, Idaho, Wyoming, Nevada, Utah, Colorado,
Arizona, and New Mexico). The second most popular camping area is the Pacific Region
(Washington, Oregon, California). The third most popular region is East North Central Region
(Wisconsin, Michigan, Illinois, Indiana, and Ohio). The median age of a camper is 32 while 64
percent of campers are married. Not only is camping a hit now, but camping is predicted to rise
in popularity. Americans are continually looking to escape economic turmoil and constant
exposure to the media. Camping provides a low-cost, simple activity which can involve the
entire family or be an individual retreat.
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FISHING
More than 45.4 million Americans participated in fishing in 2010 equaling about 16 percent of
all Americans over the age of six. These fishing enthusiasts made a total of 925 million fishing
outings spending an average of 20.4 days fishing. Technology is becoming a vital piece of this
industry. Of all participants, 53.4 percent used a computer to search for information about
outdoor recreation while more than 40 percent used their mobile devices to plan their outdoor
adventures. Another 35 percent shared their outdoor experiences with technology. Fishing is
most practiced by people ages 25 to 44 and is also 68.2 percent male dominated. However,
fishing is becoming more and more attractive to females. When one looks at new fishing
participants, 42 percent are female while only 32 percent are male. In addition to the sport
becoming popular among females, this is a growing activity for minorities as well. These are two
populations currently underrepresented in this sport which are projected to see significant
increases in the coming years. Most fishermen (84.2 percent) participate in multiple outdoor
activities at the same time as fishing. The most popular include running, camping, bicycling, and
hiking.
CAMPING TRENDS
According to the Special Report on Camping, Camping is the number one outdoor activity in
America. Over one third of adults in the United States have been on at least one camping
vacation within the past five years. Astoundingly, only six percent of people who experienced
camping did not enjoy this activity. Due to the economic recession in 2009, families have been
less likely to spend large sums of money on extravagant vacations. While families still want to
get away, they are turning to lower budgeted vacations such as camping. Because of this, the
camping industry foresees favorable growth.
In addition to saving money, growth in this industry can also be expected due to the large amount
of campers from the baby boomer generation. This generation has grown up in the “height of the
Boy Scout movement” and they have a natural appreciation for the outdoors. This generation is
retiring and will be looking for ways to fill their time.
A concern for those traveling is gas prices. As the price of oil continues to rise, consumers are
still vacationing, but not traveling as far or going as frequently. “Stay-cations” are becoming
more common and will continue to be if gas prices continue to rise. This may result in campers
not driving as far for their camping destinations, but will not eliminate their camping vacations
all together.
Although consumers are more focused on their financial security due to the recession, travel still
ranks number one on the list of pursuits consumers rank as most valuable to their livelihood and
well being at 72 percent. While consumers may be cutting back on their extravagant vacations,
camping is viewed as a less expensive, yet still enjoyable option for a vacation.
20

21
SWOT ANALYSIS
STRENGTHS
- Established company with a successful history in the food industry.
- Superior experience producing MRE food.
WEAKNESSES
-Little familiarity with camping foods market.
- No Bear Necessities brand awareness or market share.
-Budget limited to $1.6 million.
OPPORTUNITIES
- Camping market is large, and continues to grow.
-Meals-on-the-Go has leading edge technology capabilities.
-Bear Necessities is the only camping meal product with biodegradable packaging.
-Competitors do not have a strong focus on online/third screen channels.
THREATS
- Mountain House controls the majority of the market.
-Consumers are brand loyal thus posing a challenge to convince them to switch to Bear
Necessities meals.

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“Competitor
Analysis”
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COMPETITOR ANALYSIS
The Outdoor Industry is growing with many companies claiming large amounts of market share.
Specifically in the camping food market, there are five major brands competing in a 55 million
dollar market. Mountain House is the number one brand, claiming the majority (50 percent) of
the market share, with sales of 27 million in 2010. Ty Ry Inc, with three different brands, sold a
combined total of 15 million dollars as of 2010, holding 27 percent market share. Backpacker’s
Pantry has sold 9 million dollars as of 2010, with 16 percent market share. The remaining 7
percent of the market share is held by other various smaller companies.
MOUNTAIN HOUSE
HISTORY
Mountain House is a division of Oregon Freeze Dry, which was incorporated in 1963. They
worked with the Department of Defense to develop and produce military rations, focusing on
better tasting, lighter weight, longer shelf life (7-25 years), and easier preparation than
previously. By 1970, Mountain House was established in marketing freeze dried foods for
outdoor recreational use. In addition to continuing to be a major
supplier for the military, they also manufacture Nutri/System
weight-loss products and Gerber Graduate (food for toddlers).
Their brand is quality-conscious food and innovative research and
product development.
DIFFERENTIATION
Mountain House is the #1 brand of freeze dried backpacking foods, and has been recognized as
the best tasting freeze dried meal. Their pouches last up to 7 years while their canned products
have a 25 year shelf life. They offer entrees, breakfast items, vegetables, desserts, snacks, and
vegetarian options. Mountain House also prides themselves on their outdoor flameless heating
kits as well as low sodium and gluten free meals.
IMC CAMPAIGH
Tagline: Delicious meals anytime, anywhere.
1. Website: offers, product info, product purchasing, FAQ’s, testimonials, and extras - meal
planners, reserve a campsite; find national park, NOAA hurricane reports.
2. Social Media: limited Facebook, Twitter, and Youtube - CRM, pictures.
3. Online Retailers: brick and mortar retailer websites, mec.ca,
thereadystore.com, nitro-pak.com, karstsports.com, survival-
25

om, globalgoods.com, ldpcampingfoods.com,
ns.
, Dicks, Cabela’s, Sport’s Authority, Gander Mountain,
om’s Outdoor Outfitters, Campmor.com, Outdoor World,
rces, Survival Warehouse, Safecastle.
e, Field and Stream, Sunset Magazine, National
door Retailer.
ds.
veaway, 10K Fan Challenge, Adopt-A-Platoon for the
wearhouse.com, safetycentral.com, globalgoods.com, ldpcampingfoods.com,
amazon.com.
4. Email marketing, Online Coupons.
5. Brick and Mortar Retailers: REI, Dicks, Cabela’s, Sport’s Authority, Gander Mou
Emergency Essentials, EMS, Dom’s Outdoor Outfitters, Campmor.com, Outdoor
Nitro-Pack, Ready Made Resources, Survival Warehouse, Safecastle.
6. TV: The Outdoor Channel.
7. Magazines: Backpacker, Outside, Field and Stream, Sunset Magazine, National
Geographic Adventure.
8. Trade Show: SHOT Show, Outdoor Retailer.
9. Limited direct mail and billboards.
10. Sponsorships: 2012 Prepared Giveaway, 10K Fan Challenge, Adopt-A-Platoon fo
Holidays.
amazon.com.
5. Brick and Mortar Retailers: REI, Dicks, Cabela’s, Sport’s Authority, Gander Mountain,
Emergency Essentials, EMS, Dom’s Outdoor Outfitters, Campmor.com, Outdoor World,
10. Sponsorships: 2012 Prepared Giveaway, 10K Fan Challenge, Adopt-A-Platoon for the
Holidays.
IMC CAMPAIGH
amazon.com.
5. Brick and Mortar Retailers: REI, Dicks, Cabela’s, Sport’s Authority, Gander Mountain,
Emergency Essentials, EMS, Dom’s Outdoor Outfitters, Campmor.com, Outdoor World,
10. Sponsorships: 2012 Prepared Giveaway, 10K Fan Challenge, Adopt-A-Platoon for the
Holidays.
IMC CAMPAIGH
IMC CAMPAIGN
26

BACKPACKER’S PANTRY
HISTORY
Backpacker’s Pantry is a division of American Outdoor Products - a
camping food company which has existed since 1951. They are located
in the foothills of the Colorado Rockies in Boulder, Colorado. They
donate a portion of every sale to organizations dedicated to preserving
the planet for future generations. They were started to supply Girl
Scouts with lightweight and nutritious meals for their outdoor
experiences. In order to make their meals lightweight with all the nutrients while also keeping a
long shelf life, they both freeze dry and dehydrate their food for packaging. Backpacker’s Pantry
meals can be purchased in-store as well as online with delivery to anywhere in the country.
DIFFERENTIATION
The packaging on Backpacker’s Pantry products is customized to cook and eat the meals directly
out of the bag. The bag is re-sealable, reducing spills and keeping insects out. The “gusset
bottom pouch acts as a combination pot and bowl - just add boiling water, stir, and let it sit for
the instructed time.” They pride themselves on their serving sizes which are 20-30 percent larger
than the competition. They recommend when finished eating, the packaging should be properly
disposed of in the trash in order to preserve the environment.
IMC CAMPAIGN
Tagline: Our Chef – Your Adventure, The Gourmet Outdoor Meal
1. Website: products for purchase, company information, FAQ’s, retailers used,
Backpacker’s Pantry catalog, nutritional information, and allergen information.
2. Social Media: Facebook, Twitter, Skype, and Youtube - testimonials, pictures of
customers using product, updates and deals, CRM.
3. Online Retailers: brick and mortar retailer websites, amazon.com,
sierratradingpost.com, mountainhighoutfitters.com, backcountry.com,
wildernessdining.com, campsaver.com, survivalfood.com, vitacost.com.
4. In-Store Demos, National Park Store Sampling, Email Marketing,
Online Coupons.
5. Brick and Mortar Retailers: REI, Cabela’s, Alpenglow Sports, Any Mountain, Gander
Mountain, Adventure 16, Adventure’s Edge, Ace Hardware, Bass Pro, Inc. Eastern
Mountain Sports, and Academy Sports & Outdoors.
27

IMC CAMPAIGN
Online Coupons.
6. TV: Camping Gear TV.
7. Magazines: National Geographic Adventure, Backpacker, Handgun Hunter,
Backpacking Light – online magazine.
8. Trade Show: NBS Outdoor Recreation, Outdoor Retailer.
10. Sponsorships: Rivers for Change, Gear and Cheer Fundraiser, Wildlands Restoration
Center, Leave No Trace, 5k March – Laura Kate Memorial Fund, Wilderness Society.
IMC CAMPAIGN
Online Coupons.
28

TY RY, INC. - ALPINE AIRE FOODS/RICHMOOR/NATURAL HIGH
HISTORY
AlpineAire was established in 1979. They pride themselves
on producing top quality freeze-dried and dehydrated instant
meals. AlpineAire is located in Rocklin, California. Not only
do they produce freeze-dried entrees, but also side dishes,
breakfasts, soups, and desserts. AlpineAire packages their products into laminated foil pouches.
These products can be used for backpacking camping, hiking, hunting, fishing, expeditions, RV
traveling, boating, and even in preparing for emergencies.
In 1662, Richmoor was created. To this day, they continue to strive to produce a delicious
selection of lightweight freeze dried and dehydrated instant foods. Most of the products they
produce only require water. Richmoor provides traditional
family favorites such as Spaghetti, Beef Stroganoff and
Apple Brown Betty.
Developed in 1980, Natural High was the first line of all natural freeze-
dried and dehydrated foods developed for Ty Ry. The Natural High
brand is focused on providing meals with all natural ingredients and no
preservatives, artificial flavors or colors.
DIFFERENTIATION
Alpine Aire: Recipes are carefully developed and constantly tested to maintain high standards.
They also use a combination of nitrogen flushing and oxygen absorbers to maintain freshness for
5 plus years.
Richmoor: Recipes are focused on providing family favorites. These meals are family focused
with the family packs being their main emphasis.
Natural High: All natural ingredients, no preservatives, no additives, and no artificial flavors
or colors.
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IMC CAMPAIGN
Taglines:
Alpine Aire: Naturally Good Food Anytime/Anywhere
Richmoor: Eat Well – Go Far
Natural High: The Great outdoor Café.
1. Website: products for purchase, company information, FAQ’s,
sponsored athletes/testimonials, photos.
2. Social Media: Facebook, Twitter, Blogger, Skype and Youtube - testimonials, pictures
of customers using product, sponsored events, product updates, CRM.
wildernessdining.com, survivalfood.com, karstsports.com, preparedplanet.com,
earthwaveliving.com.
4. Email Blasts, Online Coupons.
5. Brick and Mortar Retailers: REI, Cabela’s, Alpenglow Sports, Any
Mountain, Gander Mountain, Adventure 16, Adventure’s Edge, Ace
Hardware, Bass Pro, Inc. Eastern Mountain Sports, and Academy Sports &
Outdoors.
6. TV: Epicocity Crew Expedition – College group featured on National
Geographic.
7. Magazines: National Geographic Adventure, Scouting, Outdoorfare & Backpacking
Light – Online Magazines.
8. Trade Show: Winter Outdoor Retailer
10. Sponsorships: NRL Team – bike racing group, Warrior Hike – raising
donations for wounded veterans, Canyon Country Youth Corps, Leave No
Trace, Voyager Hudson Bay Expedition, Sailboat Race around the world,
Project Athena.
30

SUMMARY OF COMPANIES IN INDUSTRY
BRAND OVERVIEW
DRYING
METHOD
PACKAGING
SERVING
SIZE
SHELF
LIFE
Freeze dried, easy
prep, lightweight
meals especially for
camping
Freeze-driedDurable,
biodegradable
packaging,
resealable zip
closure, and
Cover Scent
technology
10 oz., 400-
650 calories
5-7 years
Large selection of
quick-prep entrees
plus bulk ingredient
pouches
Blend of
freeze-dried/
dehydrated
ingredients
Laminated
polyester, foil
and polyethylene
stand-up pouch
with resealable
zip closure/
oxygen absorber
10 oz., 250-
350 calories
3 - 5
years
Selection of ethnic
cuisine alongside
classic entrees.
"Performance
products" with added
natural vitamin
supplement.
Blend of
freeze-dried/
dehydrated
ingredients
Laminated
polyester, foil
and polyethylene
stand-up pouch
with resealable
zip closure/
oxygen absorber
12-14 oz.,
300-500
calories
3 - 5
years
Variety of fully
cooked, freeze-dried
entrees
Freeze-driedLaminated
polyester, foil
and polyethylene
stand-up pouch
with resealable
zip closure/
oxygen absorber
10 oz., 250-
350 calories
7 years
31

Vacuum packed
classic freeze-dried
entrees
Freeze-driedVacuum packed,
laminated
polyester, foil
and polyethylene
stand-up pouch
with resealable
zip closure
16 oz., 450-
550 calories
7 years
All natural, gourmet
brand. No artificial
ingredients
Blend of
freeze-dried/
dehydrated
ingredients
Laminated
polyester, foil
and polyethylene
stand-up pouch
with resealable
zip closure/
oxygen absorber
10 oz., 250-
400 calories
3+ years
Old-fashioned style
and family-oriented
products
Blend of
freeze-dried/
dehydrated
ingredients
Laminated
polyester, foil
and polyethylene
pouch
10 oz., 250-
400 calories
3+ years
SECONDARY COMPETITORS
SOPAKCO
SoPakCo, established in 1943, creates and packages marketable food products. They are trusted
within the industry and create over 150 million pouch units annually. SopakCo’s main goal is to
be accessible for people who are looking for efficient, food packaging production. They also
package kosher, halal, and organic food projects. They are the preferred partner to many major
international food companies. They have ready-to-eat meals branded under the name Surepak-
12.
WORNIK
Wornick is a multi-faceted company dealing with formulation of new products,
commercialization of products, marketing services, product development, assembly and
packaging, and logistics and distribution. Wornick does extensive research to find new looks,
flavors, and customer trends. In 2001 they pioneered the first flexibly packaged shelf stable
group feeding ration. They also set new industry technical standards with non-foil restorable
pouches. Wornick strives to improve their products, services, and supply chain in an enterprise-
wide effort to exceed customer requirements and expectations. Wornick prides itself on
innovation in packaging and flavor-creating raw materials.
32

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“Brand and
Campaign
Theme”
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SEPARATOR

BRAND AND CAMPAIGN THEME
BEAR NECESSITIES BRAND CAMPAIGN
Bear Necessities realizes both of their target markets are men and women consistently seeking
adventure. Whether experiencing nature with family or hitting the trails alone, hiking in the
wooded paths of Northern California, traversing the dangerous cliffs of Washington, or simply
sitting around the campfire in depths of a Minnesota forest. These men and women are in search
of a meal which will not bog them down or occupy any amount of significant preparation. Bear
Necessities seeks to meet the target wherever they venture and be the fuel for their adventure.
BRAND IDENTITY
Brand Name: Bear Necessities. This name was chosen based on two primary factors. First,
customers are looking for the absolute minimum for their meals – minimum space occupation,
minimum prep time, minimum hassle, and minimum worry). These are all features which are
important to the target base. The word bear came into play to suggest the product was not only
rugged and adventurous, but could also be used for bringing families together in a warm,
comforting way. The bear encompasses both of those qualities which are vital to Bear
Necessities customers’ time in the outdoors. By bringing both of those elements together, the
name Bear Necessities was both approved and applauded by primary interviews conducted
within the target market.
Logo and Design: Based on the name Bear Necessities, Caliber wanted to develop a logo and
brand initiative which would not only compliment the seasoned outdoorsmen, but also be a
welcoming product accessible to families participating in outdoor, recreational activities.
Caliber’s graphic designer developed a word mark logo which would be extremely eye-catching
with bear-like text, yet still inviting with the soft, easy-to-read font. Both of Bear Necessities’
target markets have a major theme in common: both enjoy the visuals of outdoor scenery. In
order to grab their full, undivided attention, and ultimately their market share, the design
campaign had to cater to the visual focus of the market. A focus group was conducted to confirm
the design and appeal of the Bear Necessities brand advertisements. The focus group excitedly
approved of both the logo and visual ad campaign.
The Bear Necessities Logo:
35

Packaging: Bear Necessities’ packaging is one of the most critical aspects of the product.
Packaging of the Bear Necessities brand is vital for the product to be successful. This is often the
customers’ first exposure to the product on the shelves. Taking the utter importance of packaging
into consideration, Bear Necessities has set itself apart from the competition. Because primary
research indicated several issues with current MRE packaging, adjustments were made to the
packaging to address and alleviate those specific issues within the product. Package durability, as
well as preservation issues and litter were both key concerns in the consumer base. In order to
address both of those issues, engineers developed a poly-fiber, biodegradable packaging which is
both durable and safe for the environment. Another key issue was the efficiency and
effectiveness of the packaging for those who need every inch they can get when they go for a
hike. The packaging is more flexible and malleable than competitors because of the poly-fiber
packaging. Heating was also a significant concern among the target market. This was addressed
by providing a self-heating chemical which would heat each meal. This chemical, similar to the
packaging, is also biodegradable. Bear Necessities foods also are provided in three different
sizes: the Cub Bar, Lone Bear Meal, and Family Meal. These packages increase in both size and
portions of meals. Lastly, the target markets of Bear Necessities are both visual and intelligent
people. The goal for the packaging is to stand out among the sea of camping meal products by
involving bold logos and colors, while using soft, inviting text to appeal equally to both markets.
Packaging is a gigantic aspect of Bear Necessities’ successful Integrated Marketing Campaign.
Bear Necessities Lone Bear Meal Packaging
36

Performance and Association: Bear Necessities has positioned their meals as the adventurer’s
meal or a casual family meal around a campfire. The meals are both perceived as, and are, the
ultimate nourishment for someone who does not have the time or space to eat a sit-down meal.
Because of their affiliations with the National Park System, Field & Stream, UNICEF to feed the
hungry, and The Total Outdoorsmen Challenge, Bear Necessities will be the go-to meal for those
who either want to challenge Mother Nature, or have a non-stress meal with friends and family
along the lake. In both cases, when consumers think about the brand of Bear Necessities, they
will understand great-tasting meals should not hinder their outdoor experience. This
encompasses the consumers’ awareness of Bear Necessities foods and has created a significant,
recognizable brand in competing in an industry having potential for massive sales growth.
Bear Necessities’ Hibernate Hunger Event with UNICEF
Sponsorship of the Total Outdoorsmen Challenge
37

“FUEL” CAMPAIGN
Campaign Details: Bear Necessities will be taking a major step in meeting their consumers
where they are, and ensuring their meals both keep them energized, and ready them to take on
whatever nature throws at them. To better engage Bear Necessities customers, Caliber came up
with buzz campaigns which would both excite and peak the curiosity of the target markets.
Through the “Fuel Adventure” and “Fuel Memories” campaigns, the ultimate advertising mix of
adventure and comfort ability, without sacrificing taste, has been forged. Caliber conducted
multiple surveys and focus groups to find out why people spent their time outdoors. Two general
themes emerged from these studies: to make memories or to have a once-in-a-lifetime
experience. Because of Bear Necessities’ great taste, convenient packaging and accessibility, and
biodegradable components, Bear Necessities products are the adventurer’s and casual camper’s
ultimate fuel for what they do. The target markets will always find themselves choosing between
convenience, taste, or accessibility. By providing all three of those vital aspects, they will be
ready and willing to dive into a brand which fuels their lives.
Fuel Adventure: Bear Necessities target Aaron is constantly on the move. Looking for the next
cliff face to climb or the most excruciatingly long trail to hike is what makes this target tick.
Aaron does not have the time or the space in his backpack to prepare a large meal to keep him
nourished. This is where Bear Necessities comes in and fuels his adventure. Bear Necessities
gives him the nourishment for the next adventure without slowing him down. The Fuel
Adventure campaign targets every Aaron across the nation who is concerned with having the
energy needed for such great tasks, but does not want a ton of wasted energy or time in the
process. In using Bear Necessities products, Aaron never has to worry about not having fuel for
his next adventure.
Fuel Memories: Bear Necessities target Kathy is looking for ways to provide for her family on a
casual camping trip. She knows packing food and keeping the food fresh can be a major hassle in
itself, but she wants the trip to be something which brings her family closer. She wants her
family to never forget what a smashing success this camping trip was. This is where Bear
Necessities comes in and provides Kathy with the easy-to-prepare, great-tasting meal. This way,
Kathy will not have to worry about meal preparation, but can instead focus on whether or not her
children applied bug spray before finding sticks to make marshmallows. Bear Necessities
provides a comforting experience for Kathy and her family so her families’ memories can be the
primary focus. Bear Necessities meals fuel the memories of the outdoors for Kathy and her
family.
38

Campaign Channels: The “Fuel Adventure” and “Fuel Memories” campaign will be the
primary focus in many of the Bear Necessities meals. Dependent upon the target market-specific
locations, the radio advertisements will be run under this campaign. The “Fuel” campaign will
also be emphasized on the face of Bear Necessities packaging. The Lone Bear Meals will consist
of “Fuel Adventure,” while the Family Meals will be labeled with “Fuel Memories.” Another
facet the Fuel campaign will occupy is internet media. Through creative contests and social
media interaction, the Fuel campaign will be the primary focus in these endeavors as well. Each
partnership and sponsorship Bear Necessities is part of will also consist of having the Fuel
campaign as major aspect of the product line. Magazine advertisements will also include this
campaign. All media facets pursued will include the Fuel campaign.
Goal: The goal for the “Fuel Adventure” and “Fuel Memories” campaigns: they both become an
integral, maybe even synonymous, part of the Bear Necessities brand. By stating Bear
Necessities meals fuel what the target markets love to do, brand awareness, and ultimately brand
loyalty, will be achieved. Through multiple advertising facets, Bear Necessities will continue to
meet their customers at ground level and appeal to them by understanding what makes them tick.
Both the adventurer, Aaron, and the camping-minded mother, Kathy, will feel they truly do not
need to worry about what to eat. The Fuel campaign ensures this within both of the target
markets.
39

CREATIVE BRIEF
CLIENT
Meals-on-the-Go
ASSIGNMENT
IMC campaign for Bear Necessities camping foods.
OBJECTIVES
Promote Meals-on-the-Go’s new camping meal products under the Bear Necessities brand.
Create and raise brand awareness in the camping and recreational markets, resulting in product
sales for the company.
TARGET
Men age 24-34, income $50,000-75,000. “Extreme” segment, love a challenge and go camping
with friends. Very brand loyal, desire quality products.
Women age 35-44, Income $75,000-99,000. “Parent” segment, all about family. She is
somewhat brand loyal, looking to provide nutritious meals for her family and wants a fair price.
However, she will not sacrifice nutrition for cheap food.
WHAT CUSTOMERS THINK
Meals-on-the-Go provides convenient and wholesome diet and office meals, and MREs.
Customers are unaware of the Bear Necessities brand and the line of camping foods.
WHAT WE WANT CUSTOMERS TO THINK
Bear Necessities foods are quality. The meals are not a tasteless military food product, but a
nutritious and flavorful solution to fuel your body for all your outdoor experiences.
PRODUCT POSITIONING STATEMENT
Bear Necessities foods are the ultimate outdoor dining option with quality ingredients, great taste
and innovative packaging.
For Aaron – lightweight, sustaining foods to fuel his extreme adventures
For Kathy – nutritious, family friendly meal allowing her to spend more time with the family and
less time preparing meals while camping
REASONS TO BELIEVE
40

Unique Bear Necessities brand image, foods made with 100percent all natural ingredients.
Providing convenience without sacrificing taste.
TONALITY
Fun, adventurous, friendly, family oriented.
CREATIVE CONSIDERATIONS
Develop concepts within the FUEL Campaign.
Creative requirements:
Convey quality and convenience without sacrificing taste.
Accommodate a variety of camping scenarios promoting the wide variety of uses for Bear
Necessities foods.
Use the Bear Necessities Logo.
Other considerations which need to be addressed:
Concepts must be able to work for billboards, magazines, social media, etc.
For Kathy – nutritious, family friendly meal allowing her to spend more time with the family and
less time preparing meals while camping
REASONS TO BELIEVE
41

INSERT
“Product
Overview”
PAGE
SEPARATOR

PRODUCT OVERVIEW
EXPLANATION OF PRODUCT
Bear Necessities offers a variety of different meal sizes, as well as flavors. Bear Necessities
seeks to not only to be the leading and best tasting food in the industry, but also to provide
innovative packaging and convenience. Bear Necessities products include the following:
FAMILY PACK CUB BAR
Pricing $16/Bear Family Pack Pricing $1.45/bar
(feeds 4) $25 per Bear Box (20 bars)
$275/Family Box (20 meals) Diversification Peanut Butter
Diversification Dinners Chocolate Chip
Steak and Chicken Dinner Raisin
Asian Sensation Dinner Mixed Berry
Home-style Dinner
Desserts
Family Treat
LONE BEAR MEAL
Pricing $8/meal
$160/Bear Meal Box (20 Meals)
Diversification Dinners
Spaghetti
Beef Stew
Chicken
Macaroni and Cheese
Chicken Teriyaki
Lamb
Breakfast Meals
Scrambled Eggs w/ Ham
Scrambled Eggs w/ Bacon
Desserts and Snacks
Apples and Cinnamon
Cheesecake
Chocolate Strawberries
45

CHOSEN RETAILERS
Founded in 1961, Cabela’s has grown and prospered from simple beginnings to the largest mail-
order, retail, and Internet outdoor outfitter in the world. Cabela’s is the world’s foremost outfitter
of hunting, fishing, and outdoor gear. Cabela's retail division operates tremendously popular
stores all over the United States. Having as many wildlife
museums and education centers as retail stores, Cabela's
showrooms provide a unique shopping experience. Cabela's
Outfitter Journal magazine, and award-winning television
shows, further enhance the company's brand image and
provide the public with entertaining and educational ways to
experience what Cabela's is about. These media outlets provide sportsmen and women the
opportunity to learn what the outdoors has to offer through top-quality production and
informative features from the nation's most knowledgeable outdoor journalists and personalities.
Bear Necessities would like to partner with Cabela’s in their pursuits towards providing every
outdoorsman the products they need at every turn. Cabela’s is number one in the outdoor retailer
industry for a reason, and Bear Necessities is happy to be a part of this.
REI is another reputable retailer in the outdoor
industry in which Bear Necessities will be found.
Currently, REI is the nation’s largest consumer
cooperative. REI’s passion for the outdoors is
obvious whether visiting a retail store, interacting
with the company in person, or interacting with the
company online. REI also stands behind their product
with a 100percent satisfaction guarantee assuring any
customer of the quality each and every product holds.
Furthermore, each year REI donates millions of dollars to support conservation efforts
nationwide, and sends teams of volunteers to build trails, clean up beaches, restore local habitats,
and so much more. Therefore, REI is not only an established retailer, but also a large supporter in
reducing the environmental footprint. Due to both the success of REI as well as what this
company believes in, Bear Necessities will be proud to find themselves in selected REI retailers.
Dick’s Sporting Goods will be the final stop for Bear Necessities within the product’s launch
year. This recognized retail powerhouse will be no little
store for Bear Necessities to penetrate. After small
beginnings, Dick’s Sporting Goods has evolved into a
distinguished retailer within outdoor and indoor sports.
Now with over 450, Dick’s Sporting Goods continues to
offer the finest quality products at competitive prices,
backed by unmatched service. Their passion for sports is
obvious, and their enthusiasm for providing the best
products is incomparable. Knowing this, Dick’s Sporting Good will be a final location of Bear
Necessities.
46

UNIQUE SELLING POINT
Bear Necessities seeks to maximize people’s outdoor experience by providing a convenient meal
solution which offers exquisite taste and nutrition. Taking into consideration the customer’s
natural habitat, biodegradable packaging has been developed. Bear Necessities is the first
camping meal in the industry to offer this feature. This special packaging gives Bear Necessities
a competitive edge as well as taking an advocacy position against littering, supporting the
consumer’s passion and desire to keep their outdoor environment clean.
FCB QUADRANT
According to the Special Report on Camping, 59 percent
of new purchases and 68 percent of replacement
purchases are made at home prior to the camping trip.
This indicates a majority of camping purchases,
including Bear Necessities products, are thought out
purchases. This information as well as having a food
product qualifies Bear Necessities foods in FCB
Quadrant 3. This purchase is a low involvement and
rational decision.
COMMUNICATION EFFECTS PYRAMID
Because Bear Necessities is a new product, customers are
at the very bottom of the pyramid at “Awareness.” The
beginning part of this campaign heavily emphasizes raising
awareness of the existence of this product with the ultimate
goal of moving customers through the pyramid to the
“Purchase” phase.
47

INSERT
“Target Market”
PAGE
SEPARATOR

TARGET MARKET
Geographic The following regions will be targeted based on the highest concentration of
campers.
Mountain – Region 2
Pacific – Region 1
East North Central – Region 5
51

OVERVIEW
Demographic Gender Male – 55% Female – 45%
Age 25-34 (17%)
35-44 (18%)
Median Age
45-54 (16%)
32
Race Caucasian (81%)
Life Stage Married (64%)
Household Size Campers with kid(s) under 18 (61%)
Socioeconomic Income $50,000-74,999 (24%)
$75,000-99,999 (16%)
Education College Graduate (23%)
1-3 Years of College (24%)
Psychographic Personality Fun seeker, enjoys getting away, exploring, and
relaxing
Motivated By Family fun, hanging out with friends, enjoying
luxuries, and pushing one’s own limits
Other Type of Camping Tent (86%)
93% of tent campers are 18-34
89% of tent campers go camping 3-5 times
Backcountry/Backpacking (38%)
38% of backcountry/backpacking campers are
18-34
49% of backcountry /backpacking campers go
camping 12+ times
Number of Trips 1-3 (34%) 4-5 (19%) 6-11 (22%)
52

According to the Special Report on Camping, there are 5 categories of campers, segmented by
their attitudes toward camping.
53

The main targets of this campaign are the Extreme and Parent segments. These two segments
have the most incentive for purchasing Bear Necessities products. For the Extreme camper, they
are looking for quick and easy foods to fill them up and not take up much room in their
backpacks. Though the meals are somewhat expensive, 81percent of this segment has graduated
from college and is financially stable. This segment is willing to spend money on camping
supplies, especially camping meals, if this means they can spend more time outdoors. For the
Parent, these foods provide a convenient solution and reduce the meal planning efforts for busy
parents on the go. Because the Parent segment is financially well established, they too are able to
afford this product.
PRIMARY TARGET MARKET - AARON
Meet Aaron. He fits into the “Extreme” camper segment. Aaron is a 32 year old, Caucasian male
from Billings, Montana. He is married, but does not have children. Aaron is a college graduate
who works as a marketing manager at Montana Marketing Ltd. He has a household income of
$69,000. When he’s not working, he enjoys getting away on the weekends and going camping.
Aaron tries to go camping at least 8 times a year (20 days)
and plans some trips with his wife and friends. His favorite
camp sites are Yellowstone and Glacier National Parks
where he camps in a tent. Work is Aaron’s biggest reason
keeping him from going camping more often. Aaron
travels about an hour or two to different camping
destinations. He is a thrill seeker and adventurer who loves
the outdoors and spends his free time hiking, running, rock
climbing, and going mountain biking. Because of his avid
love for the outdoors, Aaron frequently shops at REI,
Dick’s and online for all of his outdoor needs. He is very
social and values relationships as well as living life to the fullest. He is easy going, loves a
challenge, and is all about having a good time. While he does worry about his finances, he does
not lose sleep worrying about his future too much. The “here and now” is what is important to
him. Aaron drives a Jeep Wrangler and has subscriptions to Backpacker Magazine and Rolling
Stone. He loves Apple products and wants the latest and greatest “cool” toys.
Aaron fits the “Experiencers” category of the VALS types. According to VALS, “Experiencers
are motivated by self-expression. Young, enthusiastic and impulsive consumers, experiencers
quickly become enthusiastic about new possibilities but are
equally quick to cool. They seek variety and excitement,
savoring the new, the offbeat, and the risky. Their energy
finds an outlet in exercise, sports, outdoor recreation, and
social activities. Experiencers are avid consumers and spend
a comparatively high proportion of their income on fashion,
entertainment, and socializing. Their purchases reflect the
emphasis they place on looking good and having ‘cool’
items.”
54

SECONDARY TARGET MARKET - KATHY
Kathy fits into the “Parent” segment. She is a 38 year old, Caucasian female from Lansing,
Michigan. She is married to Jeff who is 42 and they have two kids ages 6 and 8. Kathy is a
college graduate who works part time as a nurse at Sparrow Hospital in Lansing. She has a
household income of $95,000. Kathy works part
time because her family is very important to her
and she values quality family time. When she is
not working, Kathy is taking her kids to their after
school activities and in her free time she likes to
walk and spend time outdoors. Kathy tries to plan
4 camping trips a year (10 days), planning at least
a month in advance, camping at public
campgrounds with her family in a tent. The family
chooses camping destinations within an hour to
two hours driving distance from their house. They
go camping mostly in the summer because their kids are involved in many activities during the
school year. The main reason Kathy and her family do not go on trips more often is because they
are all very busy. Because Kathy is very busy, having pre-prepared nutritious meals allows her to
spend more time with her family and less time cooking while they are camping. As Kathy is
always on the go, she frequently shops online and at Cabela’s for her family’s outdoor needs.
When the family is on camping trips, they enjoy hiking, fishing, canoeing, and spending time
around the campfire telling stories and sharing memories. Kathy is focused on creating a healthy
lifestyle for her family and is committed to doing anything to help make her family’s life easier.
Kathy is energetic and highly involved. She worries about finances and the health and safety of
her family, as well as her children’s futures and their success. She drives a Toyota Sienna and
her family subscribes to In Style and Outside Online.
Kathy fits the “Makers” category of the VALS types. According to VALS, “Makers are
motivated by self-expression. They express themselves and experience the world by working on
it-building a house, raising children, fixing a car, or canning vegetables – and have enough skill
and energy to carry out their projects successfully. Makers are practical people who have
constructive skills and value self-sufficiency. They live within a traditional context of family,
practical work, and physical recreation and have little interest in what lies outside this context.
Makers are suspicious of new ideas and large institutions such as big business. They are
respectful of government authority and organized labor but resentful of government intrusion of
individual rights. They are unimpressed by material possessions other than those with a practical
or functional purpose. Because they prefer value to luxury, they buy basic product.”
*These target markets have been identified based upon the Special Report on Camping, VALS
Types, and customer interviews.
55

INSERT
“IMC Elements”
PAGE
SEPARATOR

IMC ELEMENTS
MARKETING OBJECTIVES
SALES
Based on data produced in the Special Report on Camping, the camping industry foresees
favorable growth - approximately five percent within the next year. Based upon the sales
numbers for the industry of the past year, 55 million, the forecasted sales for 2013 is 58 million.
Although Mountain House has been the industry leader for over 30 years, their product has not
changed much in regards to technological advances. Additionally, Mountain House does not
have an overwhelmingly strong online/social media presence. This is a huge opportunity as the
target market for camping foods is spending an increased amount of time online. As Bear
Necessities seeks to be the leading camping meal provider within the next ten years, the first year
target sales number is 5.8 million, approximately 715,000 food products. This number is
achievable based upon the intensive push strategy focusing on the third screen and interactive
media and advanced product technology.
MARKET SHARE
Within the first year, Bear Necessities seeks to gain ten percent of the market share,
aggressively promoting the product and emphasizing the unique differences and state-of-the-art
technology for this product. Bear Necessities seeks to become the market leader over the course
of ten years.
COMMUNICATION OBJECTIVES
The main communication objectives are to create awareness about the Bear Necessities product,
informing customers about the product benefits and attributes, namely the biodegradable
packaging. This campaign seeks to communicate Bear Necessities’ commitment to the values of
fun, adventure, and family.
59

ADVERTISING
MAGAZINES
BACKPACKER MAGAZINE
Objectives: To create awareness about Bear Necessities foods. To drive traffic to the website.
To generate sales leads.
Magazines were chosen because of their selectivity, reproduction quality, creative flexibility,
permanence, prestige, readers’ high receptivity and involvement, and the services they have to
offer. While this is an area worth advertising in, this is not the main focus as magazines are
becoming less and less popular as people shift to using their third screen.
Backpacker Magazine has been in circulation for over 35 years. They connect with over 1.1
million outdoor enthusiasts monthly who enjoy a variety of outdoor activities. Backpacker
magazine covers numerous topics including Destination Ideas, Rip & Go – a tear-out reference
guide, Outdoor Gear Reviews, Essential Outdoor Skills, Recipes, and Health & Fitness Tips.
Backpacker is an award-winning magazine winning over 12 awards in the past six years
including Magazine of the Year, Magazine A-List Award, and General Excellence Print.
Audience: Backpack subscribers, ideally the target market “Aaron.”
Backpack subscribers average approximately 33 days of hiking and backpacking a year. They
spent nearly $609 million on outdoor gear and apparel in the past year. They are digitally-savvy,
core consumers who have been active in the outdoors for an average of 25 years. Of their
readers, 86.9 percent go to Backpacker.com for more information about reading the magazine
content.
Timing: The ad campaign for magazines will be run on continuously February through October.
Because the target markets, especially Aaron are more “third screen focused,” Backpacker
Magazine is the only print magazine Bear Necessities will be advertised in. Backpacker has an
East/West split (the Mississippi is the dividing line) for their magazine. Bear Necessities will run
their ads in the West region because this region covers two of the three target camping regions.
This is a more cost effective solution for advertising in this magazine and targeting customers.
Measurement: Split runs will be used to determine the effectiveness of the ads. There will also
be a QR code on all of the magazine ads allowing metrics to be gathered about who scanned the
code, when, where, how long they spent on the website, and if they purchased products.
60

Backpacker Subscriber
Demographics
Male/Female 70/30%
Median Age 43.6
College Educated 78.50%
Prof/Managerial 42.50%
Median HHI $87,086
Frequency 9 issues/year
2012 Base Rate 340,000
- West Split $23,963
9
COST $215,663
uction $2,000
$217,663
culation
quency 9 issues/year
2 Rate Base 340,000
dience 1,054,000
Backpacker Subs
Demographic
Male/Female
Median Age
College Educated
Prof/Managerial
Median HHI
Frequency 9
2012 Base Rate
Magazine Cost
Full Page Bleed - West Split $23,963
# Times Run 9
TOTAL RUN COST $215,663
Split Run Production
Charge
$2,000
TOTAL COST $217,663
Circulation
2012 Rate Base 340,000
Audience 1,054,000
Backpacker Subscriber
Demographics
Male/Female 70/3
Median Age
College Educated 78.5
Prof/Managerial 42.5
Median HHI $87
Frequency 9 issues/
2012 Base Rate 340
Magazine Cost
Full Page Bleed - West Split $23,963
# Times Run 9
TOTAL RUN COST $215,663
Split Run Production
Charge
$2,000
TOTAL COST $217,663
Circulation
2012 Rate Base 340,000
Audience 1,054,000
61

BILLBOARD ADVERTISING
A crucial piece of the Bear Necessities advertising campaign will be the use of billboard
advertising. This source of media will take a supporting role to the main methods of advertising,
but will have an important job in the overall campaign. Billboard advertising will be utilized
because of their outstanding ability to generate awareness of a company and/or product. Over the
past five years, billboard advertising has been showing definite increases. These increases are
mainly due to the ability billboards have to reach 93 percent of Americans. This reach is second
only to television. Also, there are 53 percent more cars on the road today than 30 years ago,
making higher visibility possible. Billboard advertising makes up 62 percent of outdoor
advertising making this the most popular avenue outdoors. Not only is this method of advertising
extremely effective, but is also affordable. Billboards work twenty-four hours a day, seven days
a week to promote their purpose. On average, this will cost 80 percent less than running
televisions advertisements, 60 percent less than newspaper advertisements, and 50 percent less
than radio advertisements. Billboard advertisements will be utilized in all three of the main
regions targeted – Mountain, Pacific, and East North Central.
TUCSON, ARIZONA
Arizona is at the heart of the primary market for Bear Necessitates. This state contains 6 of the
top 100 campgrounds in the United States. Tucson, the second-largest city in Arizona only
behind Phoenix, has a population of 520,116. However, Tucson holds a metropolitan area of
about 1,020,200. Tucson is the 32nd largest city in the entire United States, and is home to main
U.S. attractions such as the Arizona Historical Society, Fort Lowell Museum, and the University
of Arizona. These attractions, the dense population of the city, and the popularity of camping
within the state, make Arizona the perfect place to use billboard advertising. Because the
billboards will be strategically placed in a high trafficked area within Tucson, the viewing, and
therefore awareness of Bear Necessities will see dramatic increases.
18+
Pop.
(000)
GRP Total
Faces
Four wk.
Circulation
(000)
Daily GRP 4 wk Rate
per Face
Total 4
wk rate
CPM CPP Reach Freq.
477.6 60 24 13,507.20 60.6 $1,400 $33,600 $2.49 $19.80 80.90% 21.0 x
278.6 35 14 7,879.20 35.3 $1,500 $21,000 $2.67 $21.22 71.20% 13.9 x
$54,600
BILLBOARD ADVERTISING
A crucial piece of the Bear Necessities advertising campaign will be the use of billboard
advertising. This source of media will take a supporting role to the main methods of advertising,
but will have an important job in the overall campaign. Billboard advertising will be utilized
because of their outstanding ability to generate awareness of a company and/or product. Over the
past five years, billboard advertising has been showing definite increases. These increases are
mainly due to the ability billboards have to reach 93 percent of Americans. This reach is second
only to television. Also, there are 53 percent more cars on the road today than 30 years ago,
making higher visibility possible. Billboard advertising makes up 62 percent of outdoor
advertising making this the most popular avenue outdoors. Not only is this method of advertising
extremely effective, but is also affordable. Billboards work twenty-four hours a day, seven days
a week to promote their purpose. On average, this will cost 80 percent less than running
televisions advertisements, 60 percent less than newspaper advertisements, and 50 percent less
than radio advertisements. Billboard advertisements will be utilized in all three of the main
regions targeted – Mountain, Pacific, and East North Central.
TUCSON, ARIZONA
Arizona is at the heart of the primary market for Bear Necessitates. This state contains 6 of the
top 100 campgrounds in the United States. Tucson, the second-largest city in Arizona only
behind Phoenix, has a population of 520,116. However, Tucson holds a metropolitan area of
about 1,020,200. Tucson is the 32nd largest city in the entire United States, and is home to main
U.S. attractions such as the Arizona Historical Society, Fort Lowell Museum, and the University
of Arizona. These attractions, the dense population of the city, and the popularity of camping
within the state, make Arizona the perfect place to use billboard advertising. Because the
billboards will be strategically placed in a high trafficked area within Tucson, the viewing, and
therefore awareness of Bear Necessities will see dramatic increases.
18+
Pop.
(000)
GRP Total
Faces
Four wk.
Circulation
(000)
Daily GRP 4 wk Rate
per Face
Total 4
wk rate
CPM CPP Reach Freq.
477.6 60 24 13,507.20 60.6 $1,400 $33,600 $2.49 $19.80 80.90% 21.0 x
278.6 35 14 7,879.20 35.3 $1,500 $21,000 $2.67 $21.22 71.20% 13.9 x
$54,600
66

DENVER, COLORADO
Denver, Colorado is also a vital city in the primary market of Bear Necessities. Denver is the
capital and most populous city in the state of Colorado with a population of 600,158. This places
Denver as the 27th
largest city in the United States. As a state, Colorado holds 5 of the top 100
camping sites in the United States. Denver has over 200 parks, from small mini-parks all over the
city, to the giant City Park (314 acres). Denver also has 29 recreation centers. This provides
places and programming for resident's recreation and
relaxation. The city has acquired land for mountain parks as
well. Over the years, Denver has acquired, built, and
maintained approximately 14,000 acres of mountain parks.
City parks are important places for both Denver residents
and visitors to relax and enjoy the outdoors. Because of
Denver’s obvious appreciation and respect for the outdoors,
this becomes the second location to utilize billboard
advertising. This billboard will be placed on I-76, a key and
well trafficked highway in Denver. With an average
EOI/Panel of 105,366, this billboard will not go unnoticed
in the great city of Denver.
18+
Population
Total 4
Week
Net Rate
Flight Avg
EOI/Panel
CPM Location
1,439,394 $21,000 4
weeks
105,366 $4.40 Top of Form
#1 - I-76 300' E/O HURON ST SS WF
Bottom of Form
1,439,394 $4,200 4
weeks
105,366 $4.40 Top of Form
#2 - 11510 W COLFAX AVE 200' E/O
SIMMS SS EF
Bottom of Form
$25,200
67

DETROIT, MICHIGAN
Detroit, Michigan is the largest city in the secondary market region and therefore an important
target of the campaign. Michigan contains 8 of the most popular camping sites in the United
States. Detroit is the largest city in Michigan with a population of
713,777. This is the major city among cultural, financial, and
transportation centers in the Metro Detroit. Detroit ranks as the 18th
largest city in the United States and is filled with popular U.S.
attractions such as the Detroit Science Center, Motown Historical
Museum, the Tuskegee Airmen Museum, Fort Wayne, the Dossin
Great Lakes Museum, and the Museum of Contemporary Art Detroit.
A strategically placed billboard on the popular I-96 of Detroit will
immensely help increase the brand awareness of Bear Necessities.
18+
Population
Total 4
Week
Net Rate
Flight Avg
EOI/Panel
CPM Location
3,299,829 $23,000 4 weeks 292,547 $2.28 S/S I-95, .2 MWO SCHAEFER,
F/WBottom of Form
SAN DIEGO, CALIFORNIA
San Diego, California will be where the first billboard advertising campaign will reach its
completion. This city ranks as the 8th
largest city in all of the United
States with a population of 1,301,617. This state is also home to nine
of the top campgrounds in the United States. San Diego's main
economic engines are military and defense-related activities, tourism,
international trade, and manufacturing. The beaches, along with
attractions such as Balboa Park, Belmont amusement park, San
Diego Zoo, and SeaWorld help drive millions of people to this state
each year. Due to the incredible popularity of San Diego, California,
as well as their obvious love for camping and the outdoors, a
billboard will be unbelievably beneficial to Bear Necessities on this
heavily traveled highway.
18+
Population
Total 4
Week Net
Rate
Flight Avg
EOI/Panel
CPM Location
2,090,000 $28,923 4
weeks
166,972 $3.85 PCH EL S/O WASHINGTON,
SAN DIEGO
68

Total Billboard Advertising Expense
City, State Total Expense
Tucson, Arizona $54,600
Denver, Colorado $25,200
Detroit, Michigan $23,000
San Diego, California $28,923
TOTAL $131,723
69

RADIO
Synopsis: Radio advertising will play a vital part in the campaign. Thirty second radio
advertisements will be utilized in order to effectively communicate the information while not
becoming overbearing. Different radio advertisements will be catered to the interests of the
family target - Kathy, as well as the primary, always-moving target – Aaron. The ads will either
be a relaxed, camping-oriented, family-based commercial, or an action-packed, adventure-filled
message. The competitors of Bear Necessities do not advertise on radio, thus this is an untouched
avenue for Bear Necessities to capitalize on. Additionally, in integrating the IMC campaign,
some radio advertisements will mention the various sales promotions and sponsorships
occurring.
Objective: To reach the target markets who are always on-the-go and focused on convenience.
To increase brand awareness. To drive traffic to the website and social media platforms.
Audience: The specific radio stations which will most effectively reach the target markets have
been identified in each state.
The radio ads will be broadcast in the primary regions:
1. Mountain region (Montana, Idaho, Wyoming, Nevada, Utah, Colorado, Arizona, and
New Mexico).
2. Pacific (Washington, Oregon, California)
3. East North Central Region (Wisconsin, Michigan, Illinois, Ohio, Indiana)
Timing: To reach the target markets and then after make a significant impact on them, an 18-21
ads/week will be run. These ads will be broadcast in the morning drive time (6-10am) and
afternoon/evening drive time (3-7pm) dayparts. The ads will be targeted to reach Aaron on his
morning drive to work and on his way home. Similarly, the ads will target Kathy driving her kids
to school and listening on her drive home from work as well.
Tools and Maintenance: Advertising will include pulsing advertisements throughout the main
camping season (June-August), ads before the main season in March and April, and a few ads in
September and October as many people still camp during these months, but not as much as June-
August.
Measurement: In seeking higher amounts of web traffic, as consumers sign up for the Bear
Necessities email group, they will be asked where they heard about the Bear Necessities product.
Additionally, web and social media traffic increases, as well as sales, may be loosely associated
with the radio campaign.
70

Radio Cost:
Station Location Size/
Week
Age M/F % Psychographic Ads
Used
30 Sec
Spot
Cost
Total
Cost
KJR- FM
95.7
Seattle, WA 770K 35-64 55/45 Family-Based 72 $209 $15,048
KKWF- FM
100.7
Seattle, WA 710K 24-44 60/40 Single 72 $185 $13,320
HOT- FM
107.1
Denver, CO 660K 18-27 45/55 Single 72 $209 $15,048
KBCO- FM
97.3
Boulder, CO 840K 30-62 60/40 Family-Based 72 $270 $19,440
KISS- FM
103.3
Boise, ID 440K 18-33 50/50 Single 72 $209 $15,048
KBAZ- FM
96.3
Hamilton, MT 550K 25-49 82/18 Single
adventurous
males
80 $200 $14,400
KBEE- FM
98.7
Salt Lake
City, UT
640K 18-25 49/51 Single 72 $209 $15,048
KDKB- FM
93.3
Mesa, AZ 720K 25-44 62/38 Active males of
all ages
108 $185 $13,320
WBBL- FM
107.3
Grand Rapids,
MI
770K 29-55 75/25 Sports/
Outdoors fans
72 $200 $14,400
WDUZ- FM
107.5
Green Bay,
WI
450K 25-44 70/30 Sports/
Outdoors fans
72 $209 $15,048
WBNQ- FM
101.5
Bloomington,
IL
720K 18-32 45/55 Single 72 $200 $14,400
TOTAL COST $164,520
71

EMAIL MARKETING
Synopsis: Emails will be multi-faceted. In conjunction with buying email lists from Cabela’s,
website visitors can subscribe to a monthly email on the website (featuring company news, new
products, national park highlights, and camping tips). Also, at all of the events/tradeshows,
collecting emails will be an integral part of growing the Bear Necessities database. Email
Marketing will allow Bear Necessities to reach their target market and advertise promotions.
Email marketing will be used to get the word out to customers and include coupons at the bottom
of the page, using the two-step approach. Coupons will be redeemable in-store or online.
Customers will also have the option to refer a friend via email and receive 25 percent off their
next purchase for doing so. For customers wishing to sample the product, they can respond to the
email, in which Bear Necessities will send a free sample to them. To set the emails apart from
clutter in the junk mail inbox, the email will have a scenic background and will be personalized
to each individual customer.
Objectives: To create brand awareness and gain new customers. To entice product purchase
through advertising promotional efforts. To direct the target market to both the brick and mortar
store and the online store.
Audience: Emails will be sent to one million campers nationwide. For those campers who do not
live in the targeted regions, emphasis will be put on visiting the online store.
Timing: The email will be sent out in conjunction with the launch of Meals-on-the-Go new
brand Bear Necessities in January. Monthly updates will sent out to continually engage
customers. The promotional emails will be sent out every two weeks in April and May to get the
customers thinking about Bear Necessities product for their summer camping trips. Through the
summer months, incentive emails will be sent out every week to entice Kathy and Aaron to
redeem the coupons in the brick and mortar & online stores. The coupons via email are a two-
step approach. Those customers who are interested in redeeming the coupons will either have to
visit the brick and mortar stores or the website to make a purchase.
Tools and Maintenance: This program will need maintenance on a regular basis to send out the
latest information and advertise the current promotions.
Measurement: Emails will allow Bear Necessities to track the frequency of promotional code
use, location, and if the customers visit the website, their click path, amount of time spent, items
purchased.
Cost: For the first year, Bear Necessities will be targeting one million campers through
purchasing an email list, sending emails to campers in the targeted regions. The email database
will continue to increase as more emails will be
collected at events/tradeshows.
Email List Cost
per customer $ 0.159
# of names 1,000,000
TOTAL COST $ 159,000
72

EMAIL SAMPLES
Bear Necessities Meals |PO Box 9985|Colorado Springs |CO | 80917
From: Info@bearnecessitiesfoods.com
To: Kathy Smith
Cc:
Subject: Welcome!
Kathy Smith,
Thank you for signing up with Bear Necessities, the brand which provides convenience without
sacrificing taste! We are happy to have you as a member of our family. Your email address and
interest preferences have been recorded in our database. In the future, you will receive periodic
emails specific to your interests.
Privacy is important to us; therefore, we will not sell, rent, or give your name or address to
anyone. At any point, you can select the link at the bottom of every email to unsubscribe, or to
receive less or more information.
Thanks again for registering. If you have any questions or comments, feel free to contact us.
Share Bear Necessities with a friend! Get 25% off your next purchase!
Sincerely,
Customer Service
Bear Necessities Foods
___________________________________
Email: Info@bearnecessitiesfoods.com
Phone: 1-800-582-2327
1-800-582-BEAR
Web: http://www.bearnecessitiesfoods.com
This email was sent to KathySmith@aol.com by Info@bearnecessitiesfoods.com |
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73

Bear Necessities Meals |PO Box 9985|Colorado Springs |CO | 80917
From: Info@bearnecessitiesfoods.com
To: Aaron Johnson
Cc:
Subject: Bear Necessities innovated biodegradable packaging.
Aaron Johnson,
Fuel your adventure with Bear Necessities meals-on-the-go. Now complete with biodegradable
packaging.
At Bear Necessities, we seek to maximize people’s outdoor experience by providing a
convenient meal solution which offers exquisite taste and nutrition. Taking into consideration
our customer’s natural habitat, we have developed a biodegradable packaging which allows us to
stand out from our competitors and combat recreational littering.
We are releasing Meal’s-on-the-Go new product line Bear Necessities freeze dried meals. The
company is excited to be a part of your camping adventure. Click here to order a free sample of
our delicious freeze dried meals and try the product for yourself.
To order Bear Necessities Meals-on-the-Go go to www.bearnecessitiesfoods.com
Sincerely,
Customer Service
Bear Necessities Foods
___________________________________
Email: Info@bearnecessitiesfoods.com
Phone: 1-800-582-2327
1-800-582-BEAR
Web: http://www.bearnecessitiesfoods.com
Refer a Friend! Get 25% off your next purchase!
This email was sent to Aaronjohnson@gmail.com by Info@bearnecessitiesfoods.com |
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74

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