Strategic Communications Plan

Industry Research and Marketing Tactics to

Strengthen Brand Image and Awareness

Prepared by Live Oak Communications

Fall 2016
 Our Objectives

Purpose of the Plan

This strategic communications plan is intended to layout several tailored,
yet confluent, brand messaging strategies. These overarching approaches are
broken down into executable tactics that will target specific consumer groups.
All efforts consider the needs and preferences of key audiences in order to
increase brand presence, and have been supported by diligent research.

Purpose of Simple Kneads

Simple Kneads is a rapidly growing gluten-free artisan bakery located in
Burlington, North Carolina. Its founding baker, Tristaun LeClaire, spent countless
hours learning to develop an extraordinary gluten-free bread for his son living
with Celiac disease. From founding, Simple Kneads has guaranteed a product
that is extraordinary in taste and quality, unparalleled by other gluten free breads.

Being that Simple Kneads is a company founded in passion, dedication and

authenticity, it is crucial that these values are promoted in brand messaging.
Our objective is to promote the products artisan character in the most
efficient and effective method, in order to expand reach and instill awareness.

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I. Establishing the
Brand
 Visual Branding

Personality & Positioning

Aesthetically, the style and appeal of Simple Kneads content should be distinct.
This encompasses all identity efforts: website, social media and product packaging.
Simple Kneads must connect verbally and visually as a powerful, recognizable brand.

Creating a cohesive image allows consumers to identify with the product personality,
and is considered a crucial component of building brand loyalty.

Brand Buzzwords
While representing an image visually, it is crucial to have in mind verbal descriptors
that reinforce the desired personality. Being that Simple Kneads is founded in
authenticity and artisanship, it is important that all marketing efforts embrace
those values and communicate them to the public effectively.

I Would Describe Simple Kneads as...

ARTISAN EXTRAORDINARY HEARTY

AUTHENTIC FAMILY-ORIENTED
HEALTHY FRESH HONEST

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SOCIAL MEDIA
MOOD BOARD
II. Investing in
Information
 Important Findings

The Research Process

In gathering information about the gluten free industry, surrouding both trends and
consumers, we focused heavily on conducted studies and previously-validated data.
These steps were essential to understanding Simple Kneads ideal markets before
planning campaigns and strategies. The following important take aways are
crucial to consider when making branding and marketing decisions:

Health Consciousness is Growing

82% of consumers said their decision was unrelated to diag-
nosis of celiac disease. More than a quarter of them are or were
testing to see if they are gluten-intolerant... a quarter of them ad-
mitted to eating gluten-free foods for weight loss.

Only 2% of shoppers who buy gluten-free foods do so because

they have celiac disease, while 59% said they buy such products
because they think theyre more healthful.

Though only a fragment of the population is affected by Celiac disease or gluten

intolerance, the number of people turning to gluten-free diets is increasing.

Voluntary gluten-free consumers differ in that they are more concerned with
seeking benefits than avoiding detriments. Messaging strategies to this audience
should capitalize on quality ingredients and healthful composition.

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 Millennials Lead the Pack
Younger generations, specifically 38% of Generation Z and
32% of millennials, said they are willing to pay premium for
gluten-free products. Bakery products, cookies and snacks are
the top gluten-free foods among this consumer group.

Part of this health-conscious movement is being formed by millennials, considered

age 18 into the mid-30s. This group has great decision making power and is willing
to pay more for products they see as worthwile.

Millennials also tend to build stronger brand relationships than older generations.
This means an emphasis on branded content, rather than aggressive
advertisements, are essential in targeting this major demographic. They are
attracted to authenticity, so Simple Kneads can focus on commitment to artisanship.

Diagnosed Individuals Desire Affirmation

Products must be made by a manufacturer committed
to gluten-free. Products must have a clear gluten-free claim on
the front of their packaging, prominent or primary.

Consumers are not satisfied with gluten-free solutions of the

recent past and are expecting textures and qualities more
comparable to the traditional wheat and flour products.

For consumers specializing in gluten-free products theres a leg-up. Individuals

with gluten-intolerance are now taking extra steps to avoid contaminated products;
seeking certification is key. It is a benefit that Simple Kneads has already done this.

Diverisity of products is becoming a greater concern for people diagnosed with

Celiac or gluten sensitivities. Research has shown that they would rather eat
naturally gluten-free foods, meats, fruits and vegetables, than consume poor
substitutes. SImple Kneads can address these concerns in highlighting their multitude
of products, as well as focusing on the unique taste and texture offered.

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III. Identifying
Key Markets
 Target Audiences

Establishing Profiles
Based on in-depth seconday industry reserach, we identified three target markets
for Simple Kneads to address, each with specific interests, desires and purposes for
gluten free products. The following individuals summarize these audiences:

Paige Klein - Health Conscious Millennial

Linda Thomas - Mother of Gluten-Free Kids
Michael River - Expert Nutritionist

It is pertinent to note that while individuals who are gluten-free by necessity are
a pre-established target audience of Simple Kneads, Celiac-affected persons
contribute 1% of the United States population. Because such a limited demographic
yields minimal data, we focused our research efforts on defined markets that
Simple Kneads has less direct of a share in marketing.

Consumer Information
Each consumer profile offers a narrative as to what makes them a valuable
potential customer for Simple Kneads, including age, education, interests, career
choices and personal values, as well as detailed communication information. Data
on social media platform use and followed blogs and influencers is featured.

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 Paige Klein
Health Conscious Millennial
23 | Charlotte, NC
Now working and living in Charlotte, Paige, 23, is a re-
cent graduate of Wake Forest University. She recently
started her career as the marketing coordinator of a
boutique. Paige is on her own for the first time, and in
building her ideal adult life, has decided to convert to
a more healthconscious lifestyle. Based on the trends
that her friends have been talking about, glutenfree
diets seem to be the best way to eat well and look
your best. She is committing to avoiding gluten, as well
as fats and products containing GMOs. Natural and
artisan labels are important to her, and she is willing to
SOCIAL MEDIA spend a little extra if it means getting superior prod-
ucts. Paige is less concerned with finding substitutes
for bread and cookies; instead, she plans to focus
mostly on fruits, vegetables and proteins. She hopes
to spread her health passion using a photo blog, and
wants to work on crafting glutenfree meals to share
online. She is on her smartphone constantly, spending
up to six hours a day on social networks. The app she
uses most heavily is Instagram. She is becoming more
accustomed to ads in her feed, and if theyre of blog-
gers or health companies, she actually finds the posts
interesting. Her greatest goal is to feel fit and gluten
free seems to be the way to go.

BLOGS Key Take-Aways

Millennials are joining the gluten free movement
quickly, and are willing to pay more for products that
are considered healthier.

90% of millennials use social networking sites daily.

The more educated they are, the more likely they are
to use social.

Preferred social media platforms among millennials

include Instagram, Snapchat and then Facebook.

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 Linda Thomas
Mother of Gluten-Free Kids
41 | Marietta, GA
Linda, 41, lives in Marietta, Georgia with her husband,
John, and two young sons. She grew up an upper
middle class community and attended Emory Universi-
ty, where she studied business administration. She now
works parttime in a local real estate office. Since both
of her children were diagnosed with variations of glu-
ten intolerance, Linda has been looking for new prod-
ucts to try and brands that her boys might start to en-
joy again. Between being at work, taking care of the
home and driving the boys toandfrom soccer prac-
tice, Linda finds ways to multitask and spends much of
SOCIAL MEDIA the day on her phone. When she finds time to shop for
groceries, she struggles to find glutenfree alternatives
for the boys, especially ones that they like. She likes
having the option to buy online and save some time,
and also values input from brands and other wom-
en on the web. Facebook is where much of her news
and social interaction comes from; she likes to hear
what the other moms in her neighborhood have to
say about products theyve tried and restaurants they
loved. Though shes not a fan of advertisements, she
enjoys liking and commenting on content, and believes
the advice she leaves influences brands and products.
Linda recently created a Pinterest account, and is be-
coming more savvy on other platforms.

Key Take-Aways
BLOGS 85% of home purchases have a mother as the
primary buyer and decision maker.

70% of moms post about or engage with products

on social media, and many believe they can influence
companies by voicing their opinions on social media.

Moms have the highest consumer presence in food

and drink purchasing, as well as online shopping.

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 Michael River
Expert Nutritionist
32 | Raleigh, NC

Michael, 32, lives in Raleigh, North Carolina with his

wife, Julia, who is pregnant with their first child. Mi-
chael grew up in Raleigh in an upperclass community.
His father was an orthopedic surgeon at Duke Ortho-
pedics and Michael always knew he wanted to help
people in one way or anther one day. He attended
Duke University and throughout his undergrad studies
Michael always focused on health conscious activi-
ties including cross fit training and eating healthy. He
always prided himself on cooking great meals. During
his senior year, he decided that he wanted to get his
SOCIAL MEDIA masters in nutrition. He attended Boston Universitys
Sargent College of Health and Rehabilitation Sciences
and earned is M.S. in Nutrition. Michael now works
at Duke University Hospital in its Department of Nu-
trition Services. He deals with many clients that are
asking for advice on what they should eat based on
their various medical situations. Michael finds most of
his specific brand product suggestions on accredited
blogs, medical networking sites and on social media
platforms. He feels that he can trust articles and social
media posts that are published by actual professionals
in the medical world. Michael isnt likely to trust brands
that us flashy paid for promotions and those that do
not substantiate their health benefits, but will repost
articles about new and upcoming food products that
would beneficial to him, his friends and patients.

Key Take-Aways
90% of respondents from 18 to 24 years of age said
they would trust medical information shared by others
on their social media networks.
BLOGS
60% of social media users are most likely to trust
social media posts and activity by doctors over any
other group.

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IV. Putting Strategies
in Practice
 Strategic Marketing

Research-Based Tactics
Industry research led us to analyze what communications platforms and messaging
mediums are effective for reaching and intreuging our desired audiences.
The following four are strategies that we identified as effective ways for
SImple Kneads to increase brand awareness among potential customers,
and increase brand loyalty within active markets:

Social Media Campaigns

Pitching Media Outlets
Interacting with Health Influencers
Producing Story-Telling Videos

The remainder of the report describes the goals of each strategy in detail,
as well as provides tactics with logistics and suggestions for execution.
In future semesters, this information could be handed to future teams
further development and implementation.

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 Strategy 1:
Social Media Campaigns

In implementing social media campaigns, our goals are:

to create a dialouge with current and potential customers.

to encourage consumer engagement and earned media.
to share the Simple Kneads story.

#MonthOfTheSpread #HandsAndHeart #SKGoingPlaces

During the #HandsAndHeart Again focusing on consumer

#MonthOfTheSpread,
SImple Kneads will share a
picture of their gluten free
bread featuring a unique,
healthy or creative spread.
Consumers will be prompted
to do the same, generating
content and conversation
on Instagram, Facebook
and Tumblr.
encompasses the passionate
and artisan aspect of Simple
Kneads brand persona.
Focusing on imagery, lighting
and coloring that makes
content look authentic and
warm, posts should be
focused to owned media
accounts including Instagram,
Twitter and Facebook.
engagement,
#SKGoingPlaces will
emphasize that Simple Kneads
is more than a NC-based
bakery. Users will be asked to
post on Instagram and
Facebook a photo of their
product with a landmark or
cityscape. This is meant to
drive cross-country, web sales.

Logistics
Live Oak Communications creative team has the talent and resources to prepare
photoshoots and make sure backpocket content is ready to post for campaigns.

Cost is low being that social media accounts are unpaid. Rather than pushing ads,
this is about creating quality content that genuinely interests consumers.

Engagement can be monitored using likes, comments and click-through rates.

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 Strategy 2:
Pitching Media Outlets

In pitching information and stories to the media, our goals are:

to promote the roots of SImple Kneads as a unique business.

to grow presence digitally and in print media.
to build brand awarness in new markets.

Write Unique Pitches Contact journalists covering beats related to food, culture or
business. Coverage in newspapers offers publicity to a wider
for Newspapers: audience, either to attract customers or build name recognition.

Create Media Lists Lists of online bloggers or social media figures must be compiled
and then contacted. Story pitches should be tailored to meet
for Online Sources: niche markets addressed by influencers.

Get Involved with College campus news networks are a great way to reach younger
audiences, especially when stories can connect a Simple Kneads
Student Media: product or event to campus. Spoon U should be considered.

Logistics
Our agency has the resources to write media pitches and compile media lists.

Other than allotment of time, pitching news stories relies on third-party advocacy
and publicity, not funding. This is about getting a worthy story covered.

Response can be correlated with increased website visits following story releases.

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 Strategy 3:
Interacting with Health Influencers

In partnering with health influencers and professionals, our goals are:

to access full purchasing power of the market.

to seek promotion beyond the gluten-intolerant community.
to build relationships with like-valued people or brands.

Send Medical Professionals Samples and Information

We need to outline a direct path to getting samples and
information about Simple Kneads to professionals in
nutrion and medicine. This will include pamphlets and
bread packaged to promote a brand image and story.
These indviduals are important to reach, as they have
influence over suggesting and reviewing gluten-free
products. Medical professionals are highly trusted on
social media and they have a far reach when they post.
Cost: value of bread, printing and shipping ($40 each)
Response: follow up with professionals for feedback

Reach Out to Gluten Free Bloggers

Partnerships with bloggers and influencers are a
great way to gain authentic publicity. Blog fol-
lowers invest trust into the information and
opinions shared; if Simple Kneads can sell to the
blogger, we have reached their audience.
Cost: time commitment to research and contact
Response: view posts and audience reviews

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 Strategy 4:
Producing Story-Telling Video

In partnering with health influencers and professionals, our goals are:

to visually and digitally engage consumers.

to create dynamic, interactive and multi-platform content.
to share the baking process and brand story of Simple Kneads.

Our Bread Recipes Simple Essence Sourdough Story

Simple Kneads bread is Investing in a brand concept Sourdough is an ancient living

gluten free, but can be shared
by the whole family. 15 to 30
second videos explaining
creative dishes and recipes
catch attention, but also
reinforce that Simple Kneads
is a family brand. These can
acts as owned and paid
(placed) content on Instagram
and Facebook.
video is a solution to getting
out Simple Kneads values,
processes and mission. Two to
three minute clips that
establish brand are meant to
reach new audiences but also
move existing consumers. This
could be a longer video, or
a series of clips: who we are,
what we do, why we do it.
organism that has crossed the
seas and has been passed
down from generations.
Simple Kneads found a way
to alter its growth process
and uses it in their gluten free
bread today; creating a video
that outlines this exchange of
history gives a deeper look
into the vital process.

Logistics
The ability for Live Oak Communications to produce video work in-house will
depend on the selected concept and mass of production. This will be discussed
and determined with next semesters creative team.

We have the capacity to research production companies and quotes for outside work.

Effectiveness can be gagued by analyzing video shares, views and changes in sales.

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