The following slide deck was developed as a summary for the Sleep3 campaign I created for my final IMC course.

1. IMC Campaign Proposal
Kaitlyn Lopez
West Virginia University
IMC 636

2. Current State of the Brand
 Nature’s Bounty earned over $56 million for its
melatonin products during 2019
 Nature’s Bounty has utilized traditional methods to
market Sleep3 (coupons, light digital work, and paid
social media advertisements)
 Sleep3 receives more sales from the vitamin aisle, but
still performs well in the sleep aid aisle
 Sleep3 has earned third party verification

3. Industry
Overview
 According to the CDC, “35% of adults don’t get enough sleep” (Sleep Advisor, 2020).
 The sleep aid industry continues to grow and has become a billion-dollar industry
 Key Competitors
 Private Labels
 Natrol
 Nature Made
 ZzzQuil
 Olly
 Vitafusion
 About 17 percent of consumers use over-the-counter sleep aids
 Consumers are understanding that sleep is crucial to health
 The number of people who struggle with sleep is increasing
 Consumers lack sleep due to stress, anxiety, and household responsibilities

4. Marketing
Goals
DRIVE BRAND AWARENESS
AND AFFINITY
DELIVER INNOVATION
AGAINST GROWING
CATEGORIES
EXPAND THE DISTRIBUTION
FOOTPRINT AT KEY
RETAILERS

5. Campaign Objective 1
 Increase brand awareness and affinity of
customers in the target demographic of 35-45
years old by 10% within the first year of the
national launch.
 SMART Goal Statement: Utilize consumer reviews
and affiliate marketing strategies to reach those
within the target market during the first year of the
national launch.
 SMART Goal Statement: TNBC will partner with its
key retailers, such as Walmart, CVS, Walgreens
and Amazon to provide special promotions to its
customers and increase sales within 12 months
following the national launch.
 SMART Goal Statement: Utilize social media,
influencers, and traditional media outlets to
introduce Sleep3 among the target audience.

6. Campaign
Objective 2
 Deliver innovation against growing categories to stand out
among competitors in the market by 5% within the first 12
months of the national launch.
 SMART Goal Statement: TNBC will educate its customers through
informational advertisements and social media content to show the
breakthrough technology of Sleep3 during the first year of the
national launch.
 SMART Goal Statement: Create a microsite to highlight Sleep3’s
technology and innovation, as well as educate consumers about the
importance of sleep.
 SMART Goal Statement: Utilize number of Sleep3 products sold to
determine innovation growth.

7. Campaign
Objective 3
 Develop and maintain regular purchases of Sleep3 among 10%
of consumers ages 35-45 within the first twelve months,
increasing brand loyalty and consumer engagement.
 SMART Goal Statement: Reach out to loyal customers via email
with coupons and exclusive deals to encourage repeat Sleep3
purchases during a twelve-month period.
 SMART Goal Statement: Communicate with customers via social
media to respond to comments and reviews throughout the entire
campaign.

8. Target Market – Health Champion
 Demographic
 35-45 years old
 Likely to have children, a college degree, and own a home
 Earn $75K or more a year
 Psychographic
 Highly active on social media, primarily YouTube, Facebook, and
Instagram
 Spend time researching products before purchase
 Value strong work/life balance
 Prioritizes friends and family, as well as health and wellness
 45 percent of those ages 35-44 are actively trying improve their health
a little and 41 percent are actively trying to improve their health a lot
 Recognize that sleep has many benefits like improving mood, reducing
stress, improving energy, and maintaining physical health
 What Consumers Want from a Sleep Aid
 Fall asleep fast and staying asleep throughout the night
 Wake up refreshed/rejuvenated
 Flavor and texture
 All-natural and non-addictive
 Supplements that increase overall health

9. Budget and
Return on
Investment
Additional Costs
Agency Costs: $60,000.00
Production Costs: $300,000.00
Total Cost: $3,360,000.00
Total Units Sold
(Assuming sales goal of $8-10 million)
682,660
Revenue per Unit $11.99
Total Revenue (Total Units x Revenue per Unit) $8,185,100.00
COGs per unit (200% markup by retailer) $1.50
Total COGs (Units Sold x COGs per Unit) $1,023,990.00
Gross Profit (Total Revenue – Total COGs) $7,161,110.00
ROI Based on Revenue/Gross Profit 272% or $2.72 per $1 spent
Tactic Investment ROI Total
TV Advertisements $417,000.00 400% $1,668,000.00
Social Media Advertisements $980,000.00 95% $931,000.00
Print Magazine Advertisements $450,000.00 394% $1,773,000.00
OTT Advertisements $450,000.00 400% $1,800,000.00
Microsite $5,000 N/A N/A
Influencer Marketing $350,000.00 500% $1,750,000.00
Google Advertisements $300,000.00 200% $600,000.00
Email Marketing $48,000.00 122% $58,560.00

10. SWOT
Analysis
Strengths Weaknesses
• Unique technology unlike any other product
• Made with quality and/or natural ingredients
• Product is tested and held to the highest
standards
• Consumers can fall asleep quickly and stay
asleep throughout the night with little to no side
effects
• If sold in the drug aisle, consumers may see it
as a drug, not an all-natural product
• Consumers may not understand how Sleep3
is different from other melatonin supplements
• Consumers may believe that there are
negative side effects
• Lack of brand and product awareness in the
market
Opportunities Threats
• Breakthrough 3-layer technology sets Sleep3
apart from other sleeping aids
• Opportunities to increase distribution in stores
and online
• Customers may be interested in the new type
of technology
• Room to increase social media presence
• Consumers are searching for healthy sleep
remedies
• Large competition within the industry
• Lack of customer loyalty towards sleep aid
brands
• Competitors are expanding their product lines
• More brands are joining the
vitamin/supplement industry
• Economic and social factors (poor economy
and health scares) could impact product sales

11. Communication
Strategy
 Sleep3 is currently marketed as a “triple action, 100% drug
free sleep aid” (Nature’s Bounty, n.d.)
 Utilize a mixture of traditional and digital marketing
methods to reach the target audience where they are at
 Television advertisements
 Social media advertisements
 Print magazine advertisements
 OTT advertisements
 Microsite
 Influencer marketing efforts
 Google advertisements
 Email marketing
 Estimated total reach of 352.07 million

12. Brand
Character
 Steadfast: Nature’s Bounty is a reliable brand that has a
mission to ensure a healthy lifestyle for all consumers.
 Dependable: Through testing and research, Nature’s Bounty is
committed to giving its consumers the best results possible.
 Innovative: Nature’s Bounty is on the cutting edge of
technology to keep consumers healthy.
 Experienced: With over 48 years in the industry, Nature’s
Bounty is extremely knowledgeable in the field of vitamins and
nutritional supplements.
49.2K followers
16.4K followers532.6K followers
3.88K subscribers
Nature’s Bounty Social Media Nature’s Bounty Ratings

13. Product
Positioning
Statement
Sleep is an important part of leading a healthy life,
but it can be difficult to get in a full eight hours
each night. Sleep3 is an all-natural sleeping
supplement that utilizes tri-layer technology to help
users relax, fall asleep, and stay asleep. Wake up
feeling refreshed and ready for the day ahead with
Sleep3. For over 45 years, Nature’s Bounty has
been developing vitamins and nutritional
supplements to keep customers healthy.

14. Creative Brief
 Brand Communication Strategy: The communications strategy will include
paid, owned, and earned media. Nature Bounty’s brand personality is
steadfast, dependable, innovative, and experienced.
 Motivating Insight: People need a healthy and natural supplement to
provide a full night’s rest that will not leave them groggy in the morning.
 Key Benefit: Sleep3 is an all-natural product with three layers to provide
quality sleep throughout the night, resulting in energy to prepare for the day
ahead.
 Why Will Consumers Believe Us?: Nature’s Bounty has over 48 years of
expertise in the wellness industry. Additionally, Sleep3 is a safe sleep aid that
will help users fall asleep and stay asleep.
 Advertising Tone: Knowledgeable, Personal, Helpful, Wholesome
 Deliverables: We are looking for an agency to deliver an integrated
marketing campaign across channels that will drive product sales and inform
consumers about Sleep3.
 Schedule for Creative Development: Campaign will launch on February 1,
2020.
 Budget: A total of $60,000 will be allocated to agency efforts.
 Approval: Approval will be needed from the Marketing Director, Marketing
VP, Agency Account Lead, Agency Strategic Lead, and Agency Creative
Lead.

15. Media Plan
 Timing: Pulsing advertising efforts so Sleep3 is always top-of-
mind for consumers
 Reach: “The total # of people or households exposed to an ad
schedule during a given time period” (Media Planning, n.d.).
 Frequency: “# of exposures to the same message each HH
supposedly receives” (Media Planning, n.d.).
 Circulation: “the # of copies of an average issue that will be
distributed” (Media Planning, n.d.).
 Rating: “% ofTV homes delivered to an advertiser (based on the #
of homes withTVs)” (Media Planning, n.d.).
Core Campaign Idea: Relax. Recharge. Revive.
• Resonates with target audience's needs
• Showcases tri-layer technology
• Highlights consumer benefits

16. Sleep 3 Media Timeline

17. Communication
Touchpoints
Sample Advertisements

18. Internal
Communication
Plan
Inform Employees
- Introduce the product and establish the campaign
Communicate with Employees
- Keep employees updated and ask them for their input and
ideas
Encourage Employees
- Ask employees to share the campaign online and with friends
and family
Reward Employees
- Employees who participate can receive small prizes and
Nature’s Bounty swag

19. Evaluation
Plan
 Research Objective 1: Measure brand awareness and affinity
each month of the campaign to analyze if the campaign is
resonating with consumers.This can be done through total reach
of advertisements, sentiment, surveys, and focus groups.
 Research Objective 2: Analyze the number of products sold
each month to determine the rate of innovation.
 Research Objective 3: Analyze reach and engagement rates of
influencer marketing efforts, GoogleAds, and email marketing, as
well as product sales each month.
 Tools
 Meltwater: Generate infographics for reach, website traffic,
return on investment, share of voice, and much more. Find
influencers and track analytics.
 Qualtrics: Send out customer surveys to analyze band
awareness.
 Internal Network: Track product sales and measure success of
campaign.

20. Conclusion
 Integrated marketing communications is essential to any
brand
 Utilizes a combination of traditional marketing methods and
digital strategy
 Communicates the needs of the consumer, highlights
technology, and displays product benefits
 Total expected reach: 352.07 million
 Total expected revenue: $8,185,100.00
 Achieves overall marketing goal and objectives within the
budget
 Increasing brand awareness and affinity
 Delivering innovation against growing categories
 Driving and maintaining sales of Sleep3 while increasing brand
loyalty and engagement