This is the RXBAR

Team Name: Notorious Creative

Challenge: Influence buying behavior of millennials to increase brand awareness
and revenues of RXBar.
Consult Team Members:
Robert Aparicio, Josh Ferero, Melissa Hadley, Kaelyn Heard, and Seth Salisbury
 Table of Contents Executive
1.
2.
Title Page
Executive Summary
18. Social Media Posts
19. Social Media Posts
Summary
3. Agency Identity 20. Instagram “Live Simply” is our big picture idea. Notorious
Statement 21. Magazine
Creative’s goal is to appeal to millenials with our
4. History of RXBar 22. Facebook Feed Ad
straightforward, no B.S. brand. We want to be
5. Brand Strengths 23. Transit Ads
upfront about the RXBAR brand as a whole and
6. Brand Weaknesses 24. Transit Ads
25. YouTube Ads what is in each bar. RXBARs are filled with four
7. Brand Opportunities
8. Brand Threats 26. Creative Testing Results natural, nutritious ingredients. We will reach our
9. Objectives 27. Media Timeline target market through our integrated marketing
10. Target Personas 28. Media Timeline campaign, including brand ambassadors, social
11. Research Objectives 29. Campaign Budget media posts, and influencer promotion. We
12. Primary Research 30. Evaluation want to increase awareness about RXBAR, as
13. Secondary Research 31. Meet the Team well as spread the importance of a simplistic
14. Brand Value Proposition 32. Meet the Team lifestyle. In addition to this, we will promote the
15. Creative Strategy 33. Meet the Team wide range of RXBAR flavors, each unique and
16. Creative Strategy 34. Meet the Team protein-filled.
Concepts 35. References
17. Brand Ambassador
Program

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Agency Identity Statement
Notorious Creative is one of
the top marketing agencies
in the country with a
our office

dedication to our clients that

is unmatched by any of our
competitors. With over 1,500
workers nationwide, our
team is committed to
creativity, innovation, and
developing expeditious
marketing strategies to
ensure high customer
satisfaction.
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History: RXBAR
“Best Friends. Broke. CrossFit. Bootstrapped. We refrained from outsourcing the
tough stuff and started a business the only way we knew how: the old school, gritty
way. Door to door and bar by bar.”

● In 2012, two best friends craved ● They commercialized their business in

exquisite quality and selective October of 2014.
ingredients to fuel their CrossFit ● In September of 2015, RXBAR attained
workouts. their first regional grocery distribution
● The pair invested $5,000 of their own deal with Wegmans.
money and rented a small kitchen ● Today, they are worth over $600
space in 2012. million and were purchased by
● Proudly use only a select few Kellogg’s in October of the past year.
ingredients in each bar.
Strengths
● Provides a healthy, ● Customer loyalty to the
“clean-label” option to brand itself has created
consumers who are a community-like feel
conscious about what ● Excellent customer
they put in their bodies service and involvement
● 1Kellogg’s, their parent from the headquarters
company, has a high and social media teams
market share

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Weaknesses
● Higher price point may ● Challenge to
discourage new differentiate due to the
consumers extensive health food
● The taste of the RXBAR market
can be defined as an ● 2Reliance on farming
‘acquired taste’ as it is for makes supply
a particular palette unpredictable

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Opportunities
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● Granola bar sales have ● The size of the health
a direct correlation with food, organic market
increasing incomes ● Having Kellogg behind
● Consumers tend to eat us allows us to reach a
granola bars with larger market with
breakfast or between reduced costs
meals

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Threats
● Other healthy granola ● Many competitors are
bar companies exist and targeting millennials for
are more established protein bars
● 4According to Mordor ● 5Food regulations
Intelligence, the climate will affect
packaged food industry consumer perceptions
is volatile about the bar
● External competition
from cookies and other
snack foods
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 Our objectives are simple
Preference Conviction Purchase
1 2 3 Millennials in the US who Millennials in the US who Millennials in the US
purchase healthy purchase healthy who purchase
granola bars and live granola bars and live healthy granola bars
health-conscious health-conscious and live
Awareness Knowledge Liking lifestyles should prefer lifestyles should love this health-conscious
RXBAR over close product to the point lifestyles will choose
All millennials in the Millennials in the US who By August 2018, competitors; by where they are and purchase RXbar
US will be aware of purchase granola bars millennials in the US who September 2018 there generating sales from over alternatives; by
the RXbAR by the should know about our purchase healthy should be 20 positive word of mouth; by November 2018 we
end of June 2018, product and our brand granola bars should like product reviews. October 2018 there will will sell 100 more
with 100 new by July 2018 from visiting the taste, packaging, and be at least 30 positive boxes per week.
Instagram followers, our website, resulting in the use of four social media reviews..
100 more Facebook a 15% increase in website ingredients per bar after
likes, and 100 new traffic. tasting a sample.
Twitter followers. 4 5 6

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Primary Research Methods:

Research Our primary research came from a survey we conducted on JMU

Qualtrics. We shared our survey with our friends and posted the
survey on Facebook for people to take. Our survey had 12 multiple
Link to Survey: choice, fill-in-the blanks, and interactive questions. These
http://jmu.co1.qualtrics.com/jfe/for
m/SV_e8QzC6g7UNgstzT questions ranged from perceptions about snack bars in general to
specific opinions and knowledge about RXBAR.

Discoveries:
● Most Important attributes: Taste, ingredients, and price
● 46% of respondents said they would sacrifice taste for a
healthier snack
● Protein bars are 34% of past snack bar purchases
● 73% of respondents had not heard of RXBARs
● The average participant would pay $5.00 for a box of 5
RXBARs

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Secondary Research Methods:

Research Through 6Mintel Academic, 7Busidate, 8millennialmarketing.com, 9Forbes,

we were able to discover why millennials choose to snack so often and
what they look for in snack bars. We also used RXBAR’s website because
it gave a lot of helpful information about the brand itself.

Discoveries:
● Millennials make up the largest share of primary grocery shoppers
● Busy lifestyles challenge traditional approach to eating
● Millennials love to showcase their live with friends and family on
social media.
● Look to family and friends for 65% of the time for information on
products.
● Nutritional aspects are a big deal
● Mindful of how purchasing habits affect the planet
● “Experiential currency” adventurous nature brings about desire for
many flavors
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Creative Strategy:
Live Simply.
Notorious Creative’s goal is to inform all consumers in the
market of a new trend of clean eating through RXBAR’s
products and mission. With the “Live Simply” campaign,
Notorious Creative plans to promote three concepts of the
RXBAR brand: simple ingredients, healthy lifestyle, and a “NO
B.S.” message of positivity. This message will be conveyed
through the channels of social media, paid sponsorships, and a
campus ambassador program.
 Creative Strategy Concepts
Social Media Posts Campus Brand Ambassadors Advertisement
Platform: Instagram, Facebook & Platform: In person Platform: Print, YouTube, Transit
Twitter The “RX-ers” will embody the Live The “RX-ers” will embody the Live
The #LiveSimply campaign will be Simply brand message through Simply brand message through
across three different social media promotional activities. advertisements in magazines, on
platforms. On Instagram, paid YouTube and in public transit spaces.
Notorious Creative also plans to
promotional posts by fitness
unveil a recruitment process for On YouTube, short commercials will
accounts will feature the product. interested students to become RX-er
the RXBAR as being perfect for the
On Twitter, RXBAR customers will campus ambassadors. Selling points two target personas. In the
be encouraged to post photos of will include brand, sales and magazines, two print ads will target
their RXBAR using the hashtag marketing experience. men and women. For the transit ads,
#LiveSimply to win a free box. On Notorious Creative chose Boston
Facebook, the company will also subway systems as canvases for
share graphics prompting viewers large-scale posters.
with “How do you live simply?” to
encourage word-of-mouth
advertising and engagement.
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Brand Ambassadors Program
Campus Brand Ambassadors
Platform: In person
The “RX-ers” will embody the Live Simply
brand message through promotional
activities such as passing out materials at at
school happenings, and lead an increase in
social media followings by passing out
promotional materials (free samples,
stickers, shirts, other ‘swag’).
Notorious Creative also plans to unveil a
recruitment process for interested students
to become RX-er campus ambassadors.
Selling points will include brand, sales and
marketing experience. The Brand
Ambassadors program will start with JMU,
UVA, and Virginia Tech. The ambassadors
will also be in charge of running and
generating content for the Live Simply. Blog,
Blog website header
which will feature what it is like to live simply
as a millennial.
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 Social Media Posts
Social Media Posts
Platform: Facebook & Twitter
The #LiveSimply campaign will be dual focused on social media.
On Twitter, RXBAR customers will be encouraged to post photos of their RXBAR using the hashtag
#LiveSimply to win a free box of their flavor of choice.
On Facebook, the company will also share graphics that ask social media platform visitors “How do you
Live Simply?” to encourage engagement in the form of crowd sourced posts, and word-of-mouth
advertising through impressions and sharing. The Facebook page will be updated regularly with company
news, new product in order to keep content consistent and continuous.

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Social Media Posts
Twitter Post

Facebook Post

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Instagram
Influencer Promotion
Notorious Creative will use a portion of the marketing budget towards paid
promotional posts from influencers on Instagram. These influencers will
feature the RXBAR through innovative posts that encourage engagement
with followers and increase traffic to the RXBAR Instagram page.
Utilizing influencers is a great way to reach the millennial population
because of comparative reference groups - young people tend to identify
with influencers they follow online.
We will be partnering with influential fitness and adventure accounts that
have a broad reach to our target market of millennials who are very active
on Instagram. We interviewed a local JMU fitness club member who
agreed that instagram accounts are usually willing to showcase the RxBar
on their fitness pages. Promoters will be contracted to do five posts each
and will be required to utilize our hashtag #LiveSimply.
Influencer to reach “The Health Nut” persona: @jshealth
# Followers: 177K / Cost: $399.00-665.00 per post
Influencer to reach “The Young Adventurer” persona: @cedarwright
# Followers: 192K / Cost: $435.00-725.00 per post
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Magazine
Vehicles: Men’s Fitness & Women’s Health
Men’s Fitness readers comprise of at least 60% college Men’s Fitness Ad Template
students. Therefore we will be able to reach a large Average Monthly Readers: 1.6 M
number of our target market by advertising here.
Includes picture focusing on a football players in the
gym working out. One is on the bench press while the
other eats an RXBAR while he waits for his turn.

Women’s Health readers comprise of the upper age

range of millennials, they reach 1.8M readers per
month
Visuals include shot of fit girl eating an RXBAR with a
barbell loaded with 335 lbs right behind her.
Women’s Health Ad Template
Average Monthly Readers: 1.8M

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Facebook Feed Ad

CPM: Average $7.19

Goal: 500K impressions
Cost: $3,595.00

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 Transit Ads
For the transit Ads, We will place QR coded billboard on the subway that
takes Boston Red Sox fans to Fenway Park. When people use the QR
code, a coupon for a free box of RXBARs will be added into their mobile
wallets. The ad will have a large RXBAR featured in the ad, next to our
slogan “Live Simply.” Under the “Live Simply” slogan will be the QR code
that will allow consumers to receive a coupon for a free box of RX Bars
with a purchase of one box.

To continue with our plan of placing ads in highly populated metropolitan

cities, we will also place ads in the subways of New York City, especially
the subways that are located near Times Square. In this ad, we will have a
rough-looking hand holding an RXBAR, stressing how the RXBAR is for
the athlete as well.

We will also be placing the QR coded ad in the Washington D.C. metro

stations. By placing these ads in metro stations, we will capture a large
audience of millenials who have just started their careers. This targeting
Subway entrance ad
will allow us to reach higher-income millenials who have disposable
income to spend on a more expensive, healthy, snack bar. QR-Code

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 Transit Ads

Subway platform ad

Cost for Ad in Boston: $875K/month

Cost for Ad in NY: $44K per month
Cost for Ad in DC: $50K per month

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YouTube Ads

Cost: Average $0.20 per impression = $100,000 for goal number of impressions
CPM: $200
Goal: 500K impressions

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Creative Testing Results
After holding a creative testing session with local students at JMU, we recorded their feedback
for our ad copies and campaign ideas.
Transit Ad Sample Feedback:
Top Comment:
● “The photo helps show that the product isn’t just for upscale women, but that it’s for
crossfit athletes that get dirty and need fuel as well. I like it alot.” -Paige B.
Social Content Feedback:
Top Comment:
● “I really like that you are choosing 100 people to receive a free box after engaging with
the Twitter posts. I don’t know how an RXBAR tastes, so a free box would help me get
more familiar with it and see if I like it. I’ll tell my friends!” -McKenzie C.
Instagram Influencers Selection Feedback:
Top Comment:
● “My favorite instagram account of the two is Cedar Wright. He seems cool, calm, and into
being active, which are things that I value about myself. I connect personally to him
because he seems fun and driven.” -Kalen B.

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Media Timeline

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Media Timeline

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Campaign Budget

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Evaluation We have forecasted an
increase in 76% of web traffic to
the RXBAR website by June 2019.
Through social media posts
encouraging viewers to engage
with the brand, traffic will increase
to the website as customers will
seek more information and will
click on our URL connected to
each social post.
We plan for 55% of frequent
Millennial buyers to spread
awareness through positive social
media reviews by June 2019. We
will do this by having our bars
consistently cater to their taste
and nutritional needs, as well as
lifestyle values.
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Meet the Team
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Thanks!
Any questions?

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