1. imPRess is a full-service public relations agency located in College Park, Maryland. Our mission
is to provide clients with integrated communication programs for the achievement of their
unique goals. Founded by five college seniors, imPRess understands the latest trends and new
techniques in order to deliver exceptional results for our clients.

2. SituationAnalysis
For nearlya century,the Mars corporationhas beenaleaderinthe chocolate and confectionery
industries acrossthe world.MarsIncorporatedleverageditssuccessasthe makersof the famousMilky
Way and Snickersbarsinthe early20th centuryto introduce productsforthe petcare, food,anddrink
industries.Today,afterseveral strategicacquisitionsand diversificationinthe marketplace,the Mars
brand competeswithindustryleadersacrossall productsegments.
AlthoughMars as a whole companyhasthrivedcontinuouslysinceitsconception,several current
organizational qualitiescontribute tothe unique situationMarsfacesin2012.
Strong Sales
In the U.S., the six segmentsof Marsoperate indifferentlocationsacrossthe country.Despite
geographical separation,the companyasa whole hasmaintainedstrongsalesacrossthe globe.The
currentnet profitof Mars productsexceeds$30 billionannuallyandForbesranksMars as the 5th
largestprivatelyownedcompany.1
Marschocolate brandsinclude M&Ms,Snickers,Twix andDove.
Sevenof the top20 favorite chocolate candiesinthe U.S.are a part of the Mars brand.In operationfor
more than 75 years,the petcare segmentincludeshouseholdfavoritessuchasPedigree,Cesarand
Whiskas.Afteracquiringthe Wrigleycompanyinthe early21st,Mars subsequentlyacquiredthe two
billion-dollarglobal brandsExtraandOrbitamong 39 otherbrands.Uncle Ben’sleadsthe Mars food
segmentwithbillion-dollarsalesandavarietyof productsfor householdfoodchoices.Finally,Mars’
drinkbrandsserve more than35 thousandbusinesseseachyear.2
ExpandingSegments
Despite operatingdozensof brandsthatgenerate billion-dollarsalesannually,Marsdoesnothave an
identitythatlinksthe strengthsof itsdifferentsegmentstogether.MostconsumersrecognizeM&Ms
and Uncle Ben’sas completelydifferentandunrelated entitieswheninfact,theyare bothoperatedas
parts of the large Mars Incorporated.FrankC. Mars probablyneverimaginedthissituationin1911 when
he firstbeganmakingchocolate candies.Butin2012, the realityiscontinual expansionforMars into
newsegmentsandindustries.MarsacquiredWrigleys,acompanywithitsowndistinctcorporate
identity,onlyafewyearsago.AsMars continuestoacquire successful companiessuchasWrigley'sand
Dove,as well asdiversifyitsproducts,itwill be increasinglydifficultforMarsto buildlinksbetweenits
brands.
5 PrinciplesandCorporateValues
Withstrong salesandan employee base of nearly100,000 people,Marshas spentmanydecades
buildingandadaptingitsorganization’sculture.Today’sfocus of leaderswithinthe organizationis
puttingits5 principlesinactioninitsmultiple segment’soperations.The Five Principlesinclude quality,
responsibility,mutuality,efficiencyandfreedom.Theseprinciplesare rootedinMars’historyas a family
ownedcompany.The Mars familyhasownedandoperatedthe companysince itwasfoundedbyFrank
1
^ "America's LargestPrivate Companies".Forbes.com.November 3,2010.
2
www.mars.com

3. C. Mars in1911. The familyfiercelybelievesinprivacyandcurrentlymaintainslittletransparency.
Despite the lackof communicationaboutthe familytoexternalpublics,the companymakesclearthat
strongfamilyvaluesguide the operationsof all itslocations.Marscurrentlyhasadaptedthe production
and distributionof itsmanyproductsto alignwithitsFive Principles.
Current Initiatives
The symbioscience branchatMars is an importantsegmentof the organizationinthe 21stcenturyfor
honoringthe Five Principlesandkeepingupwithcurrenttrendsof consumers.Thisbranch,established
in2005, contributesthroughscience researchtoMars commitment tobe a companyconsciousof its
impacton the environmentandonstakeholderssuchasconsumersandemployees.Someof the most
recentresearchperformedbythe Symbioscience employeesrelatestohealthbenefitsof the ingredients
inMars productsincludingchocolate andpetfood.Asa resultof accumulatinghealthresearch,Mars
has proactivelyinitiatedseveral programstoreduce negativehealthimpactsof itsproducts.For
example,Marshasrecentlyintroducedportioncontrolsonitschocolate products.Inaddition,Marshas
teamedupwithChange4Life topromote responsible andeducatedeatingamongfamiliesinthe United
Kingdom.AlthoughMarshasbecome a leaderinprovidingopportunitiesforhealthiereating,their
initiativeshaven’tbeencommunicatedeffectivelytohealthinfluentialsandconsumersinthe United
States. Effectivecommunication of Mars’uniqueinnovationsand effortsto stakeholderscould linkthe
diverse setof brandstogetherunderonestrong identity.
Opportunity
Mars continuestogainmarketleadershipinthe U.S.across itschocolate,gum/confectionery,
petcare, and food/drinksegmentstoday.
But inorderto guarantee long-termmarketleadership,Marsneedstocreate a strongcorporate
identityforbuildingsustainable relationshipswithitskeystakeholders.
The consequencesof Marsnot creatinga strongercorporate identityare unsustainable relationships.
Relationshipscouldimportantpublicssuchasconsumersand employeescouldwaiverwithchanging
trendsor of the dayor unanticipatedissuesandcrises.Butif Mars can buildastrong corporate identity
that stakeholderscanfeel personallyconnectedtoandinvestedin,long-termrelationshipswill
withstandtrendsandissues.Therefore,if Marsbuildslong-termrelationships,Marscan guarantee long-
termmarketleadership.
Research

4. Mars’ opportunitytoattain long-termmarketleadershipthroughbuildingastrongcorporate identity
stakeholderscanfeel connectedtocanonlybe seizedwithacomplete understandingof itscurrent
organizational situation.Basedonathoroughsituationanalysis,imPRessperformed researchto
understandhowouragencycan bettercommunicate Mars’strong initiativesof the 21stcenturyfor the
creationof a strongcorporate brand.The researchfindingsthatfollowhelpedusdirectaplanthat will
leverage the strongsales,FivePrinciplesandunique initiativesof Marsto linkexpandingsegmentstoa
strongcorporate brand.
Review of secondary research
imPRessreviewedarticlesaboutthe Marscorporation,trendsof health,andrecentchocolate andcandy
studies.Inadditiontoexternallywrittenarticles,ouragencyreviewedcurrentMarscommunication
materialsaswell asemployeecommunicationavailable onglassdoor.comformore perspective on
internal opinionsandattitudes.Afteraccumulatingextensivesecondaryresearchandcomprehending
the narrativesthisresearchtellsaboutthe organizationandthe issuesthataffectit,imPRessperformed
a SWOT analysis.Asthe final stepbefore planningthe campaign,the SWOThelpsimPRessdetermine
the strengthsMars shouldleverage,the weaknessesitshouldimprove,the opportunitiesitshouldseize
and the threatsit mustanticipate.
Review of Mars in the media
● By 2010, Mars removed97 percentof the trans fatsinits chocolate productsknowntoincrease
riskof cardiovasculardisease.
● Mars has committednottoshipany chocolate productthatexceeds250 caloriesperportionby
2013.
● Dieticiansare advocatingforresponsiblesnackingandeatingsmallerportionsof foodshighin
sugar and fat.
● Mars participatedinMarch 2012 conference improve healththroughscience.
● Mars scientistspresentedcocoaflavonoidsfindingsthatprove positiveeffectsoncardiovascular
system.
● The Mars companyis notoriouslysecretive.
● The current presidentisthe FIRSTtonot be a part of the Mars family.
● Mars ischangingwayswithWrigleyandinitiativestopreventobesity.
Review of issues (chocolate, candy, food and family health) in the media
● 16.3% salesincrease innutritional barsfromJanuary2011 to January2012.
● Consumersare nowmore interestedinhealthful snacking.
● Mars has adapteditsproductionbyintroducingMarathonbars.
● Cocoa can reduce LDL cholesterol,bloodpressure andpreventheartdisease.
● Most Americansspecifyeatinglessandportioncontrol asmethodsforlosingweight.

5. Review of Mars’ Communication Materials (Mars innovations)
DINNER FOOD HEALTH
● Mars islookingforwaysto make a differenceinfamilydietsbymakingourbrandsmore
nutritiousandnatural,andby usingfewer,simplerandmore wholesome ingredients.
● Mars isinnovatingtomake healthierfoodssuchasUNCLE BEN'S® Whole GrainWhite Rice.
PET FOOD HEALTH
● Petfoodswhetherspecialtyorsupermarketbrands,are basedonextensiveandevolving
researchintopetnutrition.
● Mars scientificinsightsintoprotein,aminoacid,fatcontent,vitaminandmineral requirements
and macronutrientprofilesall ensure thatMars formulateshigh-qualityfoods.
WRIGLEYHEALTH
● Firstchewinggumcompanyto receive the AmericanDental Association(ADA) Seal of
Acceptance,forORBIT® and EXTRA®,
● Chewingthese productsfor20 minutesaftereatingstimulatessaliva.The EuropeanFoodSafety
Authority(EFSA) hasalsogivenpositive opiniononsevenoral-healthclaims.
DRINKS HEALTH
● Most of drinksproductsare relativelylow incalories,evenhotchocolate drinks,DOVE® and
GALAXY®.
National Partners withChange4Life
● Theme:“Eat well,move more,live longer.”
● “Mars inthe UK issupportingChange4Life byincorporatingthe Change4Lifemessagingand
materialsintoitsemployee wellnessprogramme,Mars WinningwithWellness.”
SYMBIOSCIENCE HEALTH
● Createdownpatentedproductionprocess,COCOAPRO®,todeliverproductswithaguaranteed
level of cocoaflavanols.
● Mars Botanical haslaunchedtwoproductsabundantincocoa flavanols: COCOAVIA™and
CIRKU™ beverage supplements.
Review of employees’ attitude toward Mars
imPRessdiscovered27employeereviewsfromthe pastyearonwww.glassdoor.com.The average rating
as a place to work wasa 2.32/5. These are the most usedphrasesbyU.S. employeesintheirreviews:
PROS
● Good payand benefits(14)
● Strongbrands (5)
● Good people (5)

6. CONS
● Verypolitical (8)
● Poormanagement(13)
● Lean workforce/company,domore thanyourshare of work(6)
SWOT Analysis
Strengths:
● Consistently strong sales and brands such as M&Ms, Uncle Ben’s, Pedigree, etc.
● Strong internal communication channels.
● Traditionally family centered company with strong values.
● 5 principles are clear and strongly used in operations and corporate responsibility.
● Partners with TEDMED, a leader in envisioning the future of health and medicine.
● MARS has already started reforms to make their products healthier.
Weaknesses:
● Un-recognizable brand image, proven by surveys. Many consumers confused.
● The company is too private.
● Different sectors of company are split up all over the country, little unity.
● Employee reviews claimMars as a company is too political and the management does a
poor job at implementing principles and committing employees to company.
Opportunities:
● American obsession with becoming thin and dieting.
● A REAL need to fight childhood obesity now.
● Moms are in control of family shopping, food and health. Take advantage of large
buying power.
● Scientists are currently discovering new healthy aspects of chocolate.
Threats:
● May diminish popularity of smaller individual brands.
● Common negative perceptions of chocolate and candy for health.
● Other parent companies have already built stronger identities such as Hershey and
Nestle.
● Recent popularity of activist groups fighting fair trade and animal rights.
Primary Research

7. Aftersortingthroughcommonthemesandtrendsinthe secondaryresearch,imPResshasdecidedto
conduct primaryresearchwiththe public,supermoms,tohelpouragencyfurtherdevelopthesethemes
for the creationof effectivestrategies.Supermomscontrol healthdecisionsbecause theydothe
majorityof the foodshopping forfamiliescaretakingof families.If imPRessisgoingtolinkhealthand
Mars, tapping the brains of supermoms to determine whatismeaningful tothemisthe bestwayfor
our agencyto maximize changesinbehaviorduringthiscampaign.imPRessbuilta10-questionsurvey
and emailedthe linktomomswhobelongedtolarge family-relatedorganizations.Throughthe snowball
effect,93 momsrespondedandprovidedkeyfindingstohelpouragencybuildabettercampaign.
KeyFindingsfromSurveyResults:
● Moms thinkabouthealthmostwhenbuyingfoodforfamilies.Becausetaste isalsoimportantto
shoppers,thisfactormustbe incorporatedintoprogrammessaging.
● Our campaignaimsto change the percentage of momswhochange dietby stopeatingsnacksas
provenabove.
● More momscheckedconfusednexttoMars than Nestle orHershey.We hope tosee changesin
thispercentage duringthe postsurveyafterourcampaign.
● Because momstrust expertsonline overcelebritiesorfriends,we willhave expertsandbloggers
online deliverourmessages.

8. ● The surveyresultsshowthatmomsshopmore at supermarketsthanWalmart,Targetor Whole
Foodsso will utilize supermarketstoplace ourmessages.
Additional Key Findings
1. Some of the most popular researchrightnow relatedtofoodare chocolate healthbenefit
studies.Duringoursecondaryresearch,we foundthatmanyhealthjournalsanddieticians
recentlypublishedarticlesaboutcocoaflavonoidsandchocolate’sbenefitsforthe heart.This
popularityshouldbe utilizedasa core componentof our campaign’smessagingtotake
advantage of the current trendsandattract more supermomstocampaign.
2. “HealthfromHeart” theme isa combinationof Mars’initiativesthatlowerriskforheartdisease
and Mars’ reputationasa family-orientedcompany.Throughsecondaryresearchreview,
imPRessfoundthese twoqualitiesstrengthsof Mars.
3. Because momstrust expertsfordietingandeatingadvice,ourresearchfromthe internetand
academicjournalsshouldbe featuredinprogramming.Influentialsshouldbe the voicesof our
campaign.
4. The Change4Life isa perfectcampaignforus to buildupon.AlthoughMarshas alreadystarted
improvingthe awarenessof “educatedeating”andresponsible snacking,the focusof
Change4Life isonEurope and kids.Ourcampaignwill use Change4Life’sconceptandconnectit
to Americantrendsandvaluesfoundinoursecondaryresearchtomake the Mars’ corporate
brand meaningfultopublicsinthe U.S.
5. The newMars Marathon Smart Stuff Nutritionbarisa perfectmetaphorforour campaign.The
researchfromhealthjournalistsabove pointtomore responsible eatingandenjoyingsweetsin
moderation.The Marathonbar usesa small amountof deliciousMarschocolate witha whole
mixture of whole grains,nutrientsandfruit.Thisbarshouldbe usedinthe campaignto help
publicsgraspedthe conceptof incorporatingportionsof sweetsintoahealthydiet.
Goals:
1. To be the recognizable corporate brand preferred by health-conscious American
consumers.
Why? While Mars, Inc. has been successful in producing quality products, the company lacks
public recognition of a connection between all of its brands.
2. To align Mars’ internal culture with corporate brand values.
Why? Mars, Inc. must rely on the motivation of the company’s employees in order to push for
new health initiatives toward the external public. The implementation of a strong, health-
conscious, and proud employee base will translate into a strong corporate brand reputation as a
whole.

9. Objectives:
For the first, external goal:
a) Increase consumer association of corporate name with all Mars brands by 75% after three
years.
b) Educate 250 health influentials about Mars’ health and wellness initiatives in the first year.
c) Improve positive attitude toward the Mars brand among target public by 50% after three
years.
For the second, internal goal:
a) Increase employee interest in joining ambassador or volunteer program by 100% in three
years.
b) Increase management advocacy of the Five Principles by 50% in the first year.
Key Publics
The imPRess plan decided to target two important stakeholders in order to implement success
for the Mars Inc., brand. The primary publics include moms and Mars employees. Based on
the primary research imPRess conducted, we found that moms have the most influence on
what the rest of the family eats.
● When addressing the first goal, we have decided to target moms, aged 30-50 who
control their families’ shopping, food choices and health. These moms have strong
buying power and influence not only over their family but also other moms who may be
more concerned about health conscious initiatives.
● Mars employees from all the United States locations are the primary publics in the
proposal’s second goal. It is important to have Mars employees understand the Mars
brand and feel part of the Mars family, no matter their location.
The secondary publics are consumers who buy Mars products, but who may not have as much
influence on others like moms. This secondary public includes young adults and men (aged 30-
50).
The campaign’s intervening publics can be utilized to deliver messages more effectively to our
primary and secondary publics. Based on research, we found that moms mostly revert to online

10. articles and experts when searching for dieting advice. Based on these results, imPRess decided
to take note of the intervening publics that specifically influence the beliefs of our primary
public. These intervening Publics include:
● Mom bloggers
● Health bloggers
● Medical journalists
● Medical professionals with online articles and websites
● Food enthusiasts/foodies
● Television news outlets (talk shows, morning shows, etc.)
● Traditional news outlets (newspapers, magazines, radio, etc.)
Messages to Primary Publics
The imPRess plan crafted six specific key messages that cater to our each of our key publics. The
first four messages focus on targeting our “supermom” audience and also support the first,
external goal of the imPRess plan. The last two messages target Mars employees and will help
attain our second, internal, goal.
Messages to Moms:
“Our family loves your family”
“Forget strict diets. Mars introduces Educated Eating.”
“Chocoholics unite for healthy hearts!”
“Let Mars pack your lunch with more balanced nutrition, natural ingredients, real portions and
simply delicious flavors.”
Messages to Employees:
“Mars is not run by a family, Mars Incorporated is the family.”
“Every Mars employee is an Educated Eating ambassador.”
Spokespeople
A team of Mars symbioscience experts will serve as our main spokespeople during the public
relations campaign. Head managers and imPRess will choose this team of experts based on
their overall likability, knowledge of the company, understanding of the five principles and their
communication skills. Those chosen will travel across America during the Mars daytime
television show road trip. The experts will be leading demonstrations, talking to the publics
about Mars’ new health initiatives, and will specifically present new ideas for healthy recipes
using Mars products. We learned from our primary research survey that moms are more likely

11. to listen to dieting advice from experts rather than friends or celebrities, so imPRess decided
this panel would be a credible source for the face of Mars in the eyes of our primary public.
ImPRess also wishes to partner with is Nancy Brown, CEO of the American Heart Association
(AHA), another credible spokesperson for the campaign. Nancy Brown will be a great
spokesperson for this campaign because she is both a mom and a credible expert on current
heart health initiatives.
Many dieticians and health experts have found that chocolate’s antioxidants and cocoa
flavonoids are actually healthy for your heart because they lower cholesterol, decrease blood
pressure and have the potential to prevent heart disease. In addition, Orbit and Extra were the
first gum to be approved by the American Dental Association. Research has shown that teeth
health is directly related to heart health. A partnership with Nancy Brown, and the American
Heart Association, is a strategic method to support the Mars new health initiatives because
Brown and AHA are trusted among moms.
External Strategies
1. Involve influencers in Mars initiatives through interactive “Healthy Hearts Across America”
family roadtrip events featuring partnership with American Heart Association
Mars will have events in New York, Washington DC, Los Angeles, Dallas, Chicago and Atlanta in
major city parks. The events will be apart of a “Summer Roadtrip” series that encourage
supermoms and their families to come out and enjoy Mars products. There will be a Mars RV
that travels to all the cities and will be adorned with Mars brands’ logos. During the summer
2013 Mars Inc. will be hitting the road with the American Heart Association to talk about ways
to live a healthier lifestyle. The "Healthy Hearts Across America" is a new campaign from the
Mars family to yours to teach families healthy ways to diet and still enjoy delicious Mars snacks.
The main goal is to have people aware and practicing Educated Eating instead of feeling guilty
for indulging in snacking. The Mars RV's first stop will be in the Big Apple on June 8th and will
continue throughout the summer. Stations will be set up in city parks with Mars representatives
sharing new recipes, talking about the new Mars health initiatives and providing free give-a-
ways. Mars is inviting families to come join the new initiative. The media and families will enjoy
multiple events at the events including; demonstrations for new recipes, games for children,
taste-testing stations with Mars products, food carts and fenced in dog parks with water and
Pedigree. A team of Symbioscience members and American Heart Association ambassadors will
be at the events to talk about the benefits of whole grain and flavanols for better ingredients
for people and pets. There will also be a new Healthy Hearts Roadtrip website created so
people can get all the information they need on the initiatives and city stops.

12. 2. Create momentum for the roadtrip events through traditional Media Relations
Develop “Health from the Heart” campaign at least 3 months prior to events and distribute
materials to through media outlets. We will use the ads to link the Mars to health initiatives to
places that are visited or viewed by targeted consumers. imPRess found through primary
research that moms tend to do their family food shopping at grocery chains such as Giant and
Food Lion. imPRess will therefore be using these supermarkets to advertise the new Healthy
Heart Campaign. In addition, we will have ads in magazines which are read by mothers as well
as have a daytime TV tour which spreads awareness about Mars initiatives. The hard copy ads
will be one page full color ads in magazines such as Shape, Self, Women’s Day, Ladies Home
Journal and Women’s Health. In the grocery stores the same ads will be created into large
posters and displayed in the food chains of Giant, Food Lion and Publix. imPress will aimto put
the large poster in about 500 stores. In addition to the ads, imPRess will create and distribute
press releases closer to the roadtrip event dates. The press releases will be given to to specific
reporters at major newspapers with health beats in the six major cities where events will be
held that includes information about the events.
3. Form an alliance with the American Heart Association to educatesupermomsaboutthebenefitsof
Marsproductsforhealth.
imPResswantstoeducate toconsumers,specificallymothers,thatMarsproductsalthoughknownfor
snacking,can actuallybe healthy.Lookingatourresearchwe foundthatour publicstrustmore in
people thantheycanrelate to more thana celebrity.Giventhisandourhealthinitiative we wantto
forman alliance withthe AmericanHeartAssociation(AHA).Toshow ourconnectionwiththe
organization,we wanttoinvite NancyBrown,the mom-agedCEOof AHA,to talkat roadtripeventsand
meetmoms.She wouldnotonlyconnectthe organizationwithAHA butalsowithourtarget publics.To
furtherour alliance,the firstFebruaryof our3 yearcampaign,5% of all all chocolate saleswill goto
AHA.FebruaryisNational HeartDisease AwarenessMonth,andthisiswhywe chose thismonthto
donate.The alliance anddonationswillsparkawarenessforupcomingsummerroadtriptour.The
partnershipwithAHA will continue forthe nexttwoyearsandeachFebruary,proceedswill gotoAHA.
While we will be connectedwithAHA we wanttomake sure thatMars is seenahealthyoptionfortheir
families.imPResswantstobe sure that our publicsare choosingMars productsbecause theysee them
as the healthyandbestoption.
4. Foster advocatesof Mars’healthand family initiativesthrough bloggerrelations.
Basedon secondaryresearch,we foundthatmomssubscribe toandread “mommyblogs.”Additionally,
basedon primaryresearch,we foundmomslike togetinformationandadvice throughonline articles
and internetsearches. Therefore,imPResshasdecidedtouse these influentials,specificallybloggers,
throughoutthe three yearcampaigninorderto spreadawarenessof Mars products andhealthbenefits

13. for families.The bloggerswill be targetedto discussthe Mars’ 250 calorie initiativeand“chocoholic
diet”with100 U.S. influential family/mombloggersbysendingoutblogger mediakitthatincludesan
eventinvitationto the closestcity road trip tour, press release,chocolate recipesandMars products
to try. Example:Marathon smart stuff bar. We will alsoinvite bloggerstothe “HealthyHeartsAcross
America”roadtrip eventsintheirlocal citiesandprovide themwithfree samples,demonstrationsand
speeches.Thiswill furtherpromote oureventsandprovide uswithinvaluable genuine advertisement
frombloggers.Tomaintainrelationshipsbloggerswill be invitedtotourfacilities,especially
symbioscience center.
5. Draw attention to the use of Marsproductsin family-friendly dinners,snacks,mealsand petmeals
through a daytimetelevision tour.
Mars’ daytime television show tour combines multiple aspects of secondary research. The
strategy will specifically highlight the presentations of health professionals on T.V. in order for
stay-at-home moms to watch. Because secondary research shows that most moms turn to
doctors and health professionals for health advice, Mars will employ the assistance of various
health professionals to perform presentations with Mars’ products. They will highlight healthy
recipes moms can make by using Mars products, and will also go into detail about the research
conducted by Mar’ often unidentified Symbioscience branch. Most of Mars’ target public during
this campaign – Moms – are unaware of the great amount of scientific research that Mars
performs in an effort to strengthen the value and health of all of its products.
A daytime television show tour will specifically appeal to Moms because the shows occur in the
morning and throughout the daytime. Moms, some of whom are stay-at-home and are always
eager to implement new healthy recipes, will be interested in watching these daytime
television shows. Shows to be included in the tour are:
● The Rachael Ray Show
● Live With Kelly
● Good Morning America
● The Today Show
● The Doctors
● The Ellen Show
These shows specifically appeal to Mars’ target audience of Moms and food bloggers.
Presentations by health professionals on these shows will draw a great amount of attention to
Mars’ “educated eating” initiative and will share a new spin on the idea of healthy snacking.
This tour will position the Mars brand as a leader in protecting family health by having Mars
representatives and health professional specifically talk about recent portion control, sodium

14. reduction, cocoa science, saliva research, and pet gold standard initiatives during
demonstrations.
6. Generate a buzzaboutMarsamong thepublicthrough SocialMedia.
imPRessdecidedutilizingsocial mediaoutletswouldbe agreatwayto get people interestedinour
campaign.We have decidedtoimplementthe following:
● Twitter account to postunusual nutritionfactsforfollowersandhealthyrecipeswithuse of
Mars foodproducts.@mars_heart
● Applicationfor smartphonesthathasa dailyMars healthrecipe availableforusers
● Mars campaign blogthat highlightshealthypostsandMars employeespotlight:“guest
employeebloggerof the week”whose blogpostisconnectedtothe employee'sownpersonal
healthandwellnessmotivationpractices.Linkthe blogonall small brandspopularFacebook
pages.(Skittles&Uncle Ben’sveryinteractive Facebookpages)
● QR codeson advertisementstobe usedtoguide publictoblog(Appendix C)
These outletsallowforinteractionbetweenthe organizationandthe publics. Havingactive sitesthat
allowsfortwo-waycommunication will keepourpublicsengagedandinvolvedinthe conversation.
Internal Strategies
1. Activate U.S. employees to commit to 5 principles by promoting interactive contests at each
location.
After conducting secondary internal research, imPRess found that many Mars employees said
that although the Mars 5 Principles are a good platform for the organization, they also said that
the principles do not necessarily resonate as they once did, especially since the acquisition of
Wrigley. Therefore, imPRess felt it was important to reinstate these principles so Mars can be a
cohesive organization once again. We have decided to encourage these 5 principles through
interactive contests among the employees at all levels. Management will distribute handouts to
employees that explains the contest. The employees will form teams to build unity competing
to build the best community project that incorporates the principles. The teams at each
location that win will compete with other locations’ winners across the country, forming some
kind of unity among the various Mars locations throughout the US.
2. Encourage employees to become ambassadors of Mars’ new initiatives by hosting Brown Bag
Lunch Series:
This series will allow for employees to learn from the Mars symbioscience team about the new
health initiatives from Mars, allowing employees to develop healthier eating habits. Once a

15. month at each location members from the symbioscience branch will educate Mars employees
through a series of brown bag lunches where the speakers bring in healthy food. This will get
Mars employees to realize the importance of healthy eating and encourage them to practice
healthier lifestyles. By informing employees on Mars’ health initiatives they will be better apt to
talk about Educated Eating. The knowledge that they gain will allow them to communicate to
their family and friends how Mars is making an effort to be a healthy company.
3. Foster participation among employees by featuring Employee Spotlight On Blog:
To have employees feel more like a family at Mars, imPRess decided it would be useful to have
an Employee Spotlight each week so employees can talk about their life at Mars and what they
do to stay healthy. This will not only benefit the internal organization, but also will allow
transparency. It will allow outside publics to get a glance at Mars worklife and will give
employees a chance to be an ambassador for the healthy Mars initiatives. Employees of the
week will be chosen by a manager based upon great work to write a guest blogging piece about
their own motivation to be healthy in the home. The previous strategies will help to make sure
that employees are aware and have the resources to be health conscious Americans. By
featuring them on a blog, Mars’ employees and consumers will see how the company truly does
care about its employees and leading healthy lifestyles. Each Mars location will participate in
the blog and a schedule of rotation will come into effect.
Budget
For the MARS proposal,we determinedabudgetof $2,000,000 wouldbe requiredtoimplement
our strategies.The budgetisbrokendownintonine categories:
1. Monthly ProfessionalServices.Monthlyprofessional servicesisthe costto pay eachmemberof
imPRess.
2. Outof Pocket
a. Surveys:A membershiptoasurveyproviderwebsite isroughly$800 peryear.The
projectedbudgetforsurveysalsoincludesthe costtogetpublicsto participate inthe
surveys.
b. Website/App development:The costforcreatingthe new MARS blog,mobile application
and QR codes.The projectedbudgetislargestinthe firstyearbecause of the
developmentprocess.The remainingbudgetisprojectedforwebsite andmobileapp
maintenance.
c. Give-aways:Thisisthe projectedbudgetsetaside forproductgive-aways(suchasMARS
Marathon bars) at the summerroad-tripevents.
d. Advertisementplacements:The costto place (not create) full-pageadvertisementsin
Shape,Women'sHealth,LadiesHome Journal,Self,Women'sDay twice.

16. e. Venuebookings:The venue bookingsbudgetincludesthe costtorentout the six parks
duringthe summerroad trip,as well asthe cost for securityandothernecessaryevent
maintenance personnel.
f. Speakertraining:The anticipatedcostforpreparingspeakersforeventpresentations
and Q&A sessions.
g. Travel expenses:The costfor the RV rental,gasfor the cross-countryroad trip,hotel
bookingsandothertravel necessities.
h. Donation base:The cost to start a donationfundforthe AmericanHeartAssociation.
The remainderof the donationswill come fromaportionof proceedsinFebruaryof
each yearof the campaign.
i. Media kits: The projectedcosttocreate,compile,anddistribute pressmaterialsforthe
media,bloggers,andotherinfluentials.
Expense June-Dec
2012
Jan-Dec
2013
Jan-Dec
2014
Jan-May 2015
Monthly
professional
services
$87,500 $150,000 $150,000 $62,500
Out of pocket
Surveys $1,250 $1,250 $1,250 $1,250
Website/App/QR
code development
$12,500 $1,500 $1,500 $1,500
Give-aways $1,300 $1,700 $1,300 $1,300
Advertisement
placements
$800,000 -- $400,000 --
Venue bookings -- $300,000 -- --
Speakertraining -- $7,000 -- --
Travel expenses
(includinggas)
-- $17,500 $13,000 --
RV rental -- $100,000 -- --
Mediakits $10,000 $10,000 $10,000 $10,000
Donationbase $20,000 $20,000 $20,000
Total $912,550 $608,950 $597,050 $96,550
Three year total $2,215,100

17. Timeline
For the MARS proposal,a three-yeartimelinewascreated.Further,the timeline wasbroken
downintofoursegments,(1) June-Dec2012, (2) Jan-Dec2013, (3) Jan-Dec2014, and (4) Jan-May2015.
The firstsegmentof the campaign,June-Dec2012, will be dedicatedtobrainstormingandpreparations.
It isessential thatduringthe beginningof the campaign,MARScreatesall of itsweband app material so
that itis readyfor release inthe followingyear.Inordertobe bestpreparedthroughoutthe entire
campaign,MARS needstoprepare all materialsearlyoninthe plan.
In June-Augustof the nextyear,MARSwill be embarkingonitssummerroadtour.The tourwill
start inNYC on June 8th, andthentravel to DC, Chicago,Dallas,Atlanta,andfinallyendinginLA on
August24th. Otherhighlightsof the 2013 projectedtimelineare ad/mediakitdisseminationandthe
beginningof the employeecontestandbrownbaglunchseries.
2014 will be largelyfocusedonthe daytime TV tourandthe bloggertour.Additionally,MARS
shouldbeginincorporatingemployee storiesinthe campaignblog.
Finally,the campaignwillwrap-upduringJan-Mayof 2015. MARS will conductapost-testto
determine if publicshave changedtheirperceptionsof the brand.The final monthsof the campaignwill
alsoinclude sendingoutfinal mediakitstobloggersinordertowrap-upthe relationshipsdeveloped
overthe three yearengagement.
Evaluation
It is important to evaluate the campaign in order to determine its successes and
opportunities for improvement. Evaluation should take place throughout the entire campaign,
not just at the end. The most beneficial method of evaluating this campaign is by using the PII
formula. The PII formula presents three elements: preparation, implementation, and impact.
● Preparation. Investigating the preparation of the MARS campaign shows how successful
the plan and research was. The questions to ask when evaluating the preparation
include:
■ Was the timing for the road trip realistic?
■ Did we anticipate how many people would attend the events?
■ Did we target the right bloggers and influentials for spreading messages?
■ Was the employee contest design motivating?
● Implementation. This step of evaluation investigates the successes and opportunities for
improvement in regards to output objectives and execution of those objectives. The
questions to consider when evaluating implementation include:
■ How many unique traditional media hits did the campaign generate?
■ How many bloggers and/or moms attended the events?
■ How many RSVPs were obtained for the events?
■ How many hits did the website, www.healthyheartsroadtrip.com, receive?
■ How many Twitter followers did the account gain?
■ How many users follow the blog? How many comments and/or notes did
the users contribute?

18. ■ How many QR codes did the campaign receive?
■ How many employee projects were submitted?
● Impact. Finally, evaluating the impact of the campaign considers the successes and
opportunities for improvement in regards to outcome objectives. Ultimately, this is where
the campaign is assessed for changes in awareness, attitudes/opinions/perceptions, and
action/behavior of the target public. Some questions to consider when evaluating the
campaign’s impact are:
■ How many bloggers talked about MARS initiatives?
■ How much money did the campaign raise for AHA from first February to
last February?
■ How many viewers watched daytime TV programs?
Additionally, some actions to consider when evaluating the campaign’s impact are:
■ Send out original survey to moms at the end of the campaign to measure
changes in awareness of brand.
■ Conduct likert scale throughout the campaign to measure attitude toward
brand.