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KIND Snacks “No Compromises” Campaign
Evan
Bad
er, L
ani C
olem
an, M
egan
Cot
tong
im, A
lexa
Lam
mer
s, B
lake
Lun
dy
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Executive Summary Throughout our campaign we spoke with three
different sports teams, eight different theater classes, and
hundreds of different students passing through campus who took free
samples. We engaged with students online with the hashtag
“KINDbears”, and offered the prize of a $25 gift card to a random
student who used the hashtag and also posted a selfie along with
the hashtag.
KIND snacks was established by Daniel Lubetzky in 2004 with the
goal of bringing together nutrition and taste in a snack that
unites humanity together through a common virtue. Daniel believed
snacks didn’t have to be unhealthy to taste great and by providing
a product known for defying the odds, it could help bring people
together who would not normally do so.
MISSION: To spread and celebrate kindness This mission is based
off of their common belief: there is more to business than just
profit. KIND is unique in many ways, but one in particular is KIND
strays from the standard business model of profit. It operates on a
social mission first and foremost to simply bringing people
together.
In order to gain understanding of the awareness of KIND snacks
within the Ohio Northern University (ONU) campus, a short survey
was sent to the stu-dent body (Appendix “”). All members of
Klondikes for KINDness reached out to their networks of
organizations and students within their major to distribute the
survey. The survey was also delivered to students via the campus
email digest and conducted in person at the ONU student center,
McIntosh Center. In total, the survey received 179 responses, which
provided a good sample of the student body. The survey revealed, of
the sample taken, 27.5 percent rarely choose healthy snacks and
37.7 percent choose healthy snacks half of the time. The survey
detailed which dining halls on campus the most students attend.
This enabled the team to determine where our awareness campaign
would be most effective. By discovering a shocking 80.8 percent of
students find themselves eating on the run, due to time
constraints, the team concluded KIND Snacks would be easily
adaptable to the campus body. However, more than half had never
heard of the brand before, and only 18 percent would con-sider
themselves “very familiar.” From the research, the team concluded
KIND snacks were not well known on campus, but students were
looking for an on-the-go snack for when time was tight and most of
the students choose healthier options more often, whereas only 5.6
percent never choose a healthier alternative.
Objectives Due to the large amount of our survey respondents
that did not have high knowledge of KIND as a product, our campaign
mainly focused on spreading awareness of KIND Snacks.
Key Messages The key messages we employed were as follows:• KIND
snacks are the perfect snack for both health and taste• Being KIND
to your body• KIND snacks are perfect for healthy, on-the-go
eating
Research
• Hand out samples including clever “life hacks” that relate to
being KIND to your body • In front of the chapel (near our dining
hall) and in our sport complex.• Hand out KIND bars to students at
White Bear (in our dining hall) during the “4th meal” slot (from 10
p.m.-12 a.m.)• Give a presentation in dance classes and practices
for various sports teams featuring a stretch and strengthening
exercise for the knee, while also promoting KIND as a good brand to
have before or after class/ practice• Have Klondike (our school
mascot) hand out KIND bars to students studying in the library for
brain food• KIND selfie - have students post a picture of
themselves with a KIND bar or doing something healthy and post it
on Twitter using #KINDbears and tagging @KINDsnacks to be entered
into a drawing for a $50 gift card to our bookstore on campus,
which sells KIND snacks• Reach out to The Northern Review, WONB and
bloggers on campus to generate traditional media buzz among
students.
Goal: Bridge campus life with healthy living while promoting the
KIND brand and values.
Objective: Educate 10% of the stu-dent population of KIND as a
healthy and tasty brand
Strategy: Build awareness among students that KIND snacks are
the per-fect snack for both health and taste.
Tactics:
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Target Audience Klondikes for KINDness main targets are: Primary
and Secondary Primary: Students with a healthy lifestyle, who
prefer healthy snacks Secondary: Students with an un-healthy
lifestyle, who choose healthy snacks less often
Survey results showed awareness was very low but students were
interested in healthy options. This motivated the team to target
students participating in sports and majors that require physical
activ-ity and are very time-constrained such as theatre and musical
theatre. Placing those who choose healthy snacks less often as
secondary target.
After conducting our “Klondikes for KINDness” campaign, we
determined that our main objective of spreading awareness of KIND
and promoting a healthy lifestyle to students of the Ohio Northern
University Campus was achieved. We were able to attend multiple
classes and sports team practices to educate students on the KIND
brand and its values. Overall, we attended 12 congregations of
classes, team practices and even depart-ment meetings including: •
Women’s volleyball • Football • Men’s and Women’s cross country •
Theatre department meeting • Ballet, tap and modern dance classes •
Communication and public relations classes Based on sports and
class rosters, we reached approximately 365 students. We con-ducted
a presentation on being “KIND” to our bodies by learning stretches
and exer-cises on preventing knee injuries (an injury we found very
common among athletes, dancers and avid exercisers). These
participants were then given a free KIND bar, which they accepted
eagerly, and told of our social campaign.
We also handed out free samples of KIND brand healthy snacks in
different locations around campus including King Horn (athletic
center), in McIntosh Center outside of White Bear (food service in
student union) and in front of our chapel (located near the back
entrance of McIntosh). These free samples also included healthy
life-hacks for the students that chose to take them. As a total, we
handed out 79 samples outside of our chapel, 61 samples in King
Horn and 38 full-sized bars at White Bear.
Our school newspaper, The Northern Review, posted an article and
Facebook post detailing our campaign. 12 bloggers also posted about
our campaign on their blogs. We also sent a PSA to WONB, our campus
radio station.
We also found success in our social media competition, in which
we entered any-one who sent a “selfie” of themselves engaging in a
healthy activity (i.e. exercising with buddies or eating a KIND
bar) in a drawing to win a $50 gift card at the ONU Bookstore,
where KIND products are sold. Students were also given a KIND bar
to promote this social media competition and bring awareness to the
KIND movement. Since KIND had a large focus on Twitter, our main
social media interaction was done using this platform. We had a
total of 73 Tweets, 15 retweets, 357 likes and 26
men-tions/comments. Because we had a large response of students
using our hashtag, we entered students who used #KINDbears and
tagged @KINDsnacks into the drawing once, while the students that
attached a picture or video were placed into the drawing twice. Any
posts by team members were excluded from the drawing. Our winner
was chosen at random by picking names out of a container.
Due to the buzz our campaign was generating on campus, the ONU
bookstore moved their display of KIND products to the doorway as
students walk in. One team member then dressed as Klondike, our
school mascot, to take a picture with this display. After this,
they went to the library to hand out KIND bars as brain food for
students busy studying, reaching a total of 12 students.
With the help of our KIND presentations, “selfie” competition
and handing out samples of KIND bars, we were able to spread
awareness of KIND products and the message of being “KIND” to your
body through eating healthy and exercising consistently to a total
of approximately message of being “KIND” to your body through
eating healthy
Budget
Results & Evaluation
and exercising consistently to a total of approximately 450
students. Including Twitter, Facebook and Instagram, our campaign
received a total of 84 posts, 746 likes and 32 comments across the
various platforms. We had 56 unique students post about our
campaign, while other students were prone to sharing or liking the
posts. We also received personal engagement from @KINDsnacks on one
of our cam-paign tweets.
Since ONU has approximately 3,600 un-dergraduate students, this
means we raised awareness of KIND products to 12.5% of the student
body, exceeding our objective.
Gift Card: $50Supplies for samples: $8.63Total expenses:
$58.63
Donations: none
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Contact: Elena Coleman FOR IMMEDIATE RELEASEPhone:
412.496.1107Email: [email protected]
STUDENTS PROMOTE A HEALTHY LIFESTYLE AND BENEFITS WITH KIND
PRODUCTS.
Ada, Ohio – Students in the Public Relations Student Society of
America (PRSSA) organization at
Ohio Northern University are campaigning to bring awareness to
KIND products by increasing aware-
ness to a healthy lifestyle with “life hacks” and tasty, healthy
snacks for on-the-go nutrition. The main
goal of KIND products is to inspire people to do the “kind”
thing for your body. KIND is not only focused
on making wholesome and delicious food, but also making the
world a kinder place - one act and snack
at a time.
At Ohio Northern the students aim to promote being “kind” to our
bodies and minds by exercis-
ing and eating right. To further implement this message,
students will attend several fall sports teams’
practices, exercise club classes (Polar Fit) and dance classes
to teach some “life hacks” on exercising and
eating right with the help of KIND snacks. With each KIND sample
given, students will include a useful
“life hack” to promote healthy lifestyles. Student-athletes will
be encouraged to tell others of their expe-
rience with the KIND campaign hashtag #KINDbears and tagging
@KINDSnacks and spreading kindness
throughout campus.
KIND products are all gluten-free, non-GMO and are made with
simple ingredients. The KIND
brand seeks new opportunities every day to spread kindness to
inspire others to do the same. For more
information on the brand please visit
http://www.kindsnacks.com
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Appendix: Press Release
Best way to start my busy day 😎💪 #KINDbears @KINDSnacks
pic.twitter.com/4rAsbm61Ca
— Kathryn Watson (@katmw8) November 3, 2015
mailto:[email protected]
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Appendix: KIND Life Hacks
Usescholar.google.comtosearchinformationforschoolessays.You’llfindmorerelevantinformationrightaway!
Thesmellofanorangerelievesstress.Smellinganorangeoreatingonecanreducestressbyover70%.
Worriedaboutyourstudentloans?SponsorChange.orgisanorganizationthatwillhelpyoupayoffyourstudentloansinexchangeforvolunteerwork!
Pineapplejuiceis500%moreeffectiveathelpingyoustopcoughingthancoughsyrupbecauseitcontainsBromelain,whichcancombatinfections.
Stickingyourfingersinyourearsforafewsecondscaninstantlygetridofthehiccups.
20situps,15pushups,20armcircles,30calfraises,30sec.plank,15frogjumps,20squatsand20sec.wallsitisaneffectiveat-homeworkout!
Ifyou’restrugglingtorememberaword,clenchyourfist.Thisincreasesbrainactivityandimprovesmemory,makingiteasierforyoutoremember.
Wantwhiterteeth?Gentlyrubtheinsideofabananapeelaroundyourteethfortwominutes,themineralswillabsorbintoyourteethandwhitenthem!
Eatanorangebeforeworkingout.Notonlydoesitkeepyouhydrated,butitalsopreventsyourmusclesfromgettingsore.
Eatinggrapesimprovesyourbrainsabilitytoprocessnewinformation.
KINDisabrandthatinspirespeopletodothekindthingfortheirbodyoneactandsnackatatime.
KINDisabrandthatinspirespeopletodothekindthingfortheirbodyoneactandsnackatatime.
KINDisabrandthatinspirespeopletodothekindthingfortheirbodyoneactandsnackatatime.
KINDisabrandthatinspirespeopletodothekindthingfortheirbodyoneactandsnackatatime.
KINDisabrandthatinspirespeopletodothekindthingfortheirbodyoneactandsnackatatime.
KINDisabrandthatinspirespeopletodothekindthingfortheirbodyoneactandsnackatatime.
KINDisabrandthatinspirespeopletodothekindthingfortheirbodyoneactandsnackatatime.
KINDisabrandthatinspirespeopletodothekindthingfortheirbodyoneactandsnackatatime.
KINDisabrandthatinspirespeopletodothekindthingfortheirbodyoneactandsnackatatime.
KINDisabrandthatinspirespeopletodothekindthingfortheirbodyoneactandsnackatatime.
Ifyoulikedthislifehack,tweetusing#KINDbearsand@KINDsnacks
Ifyoulikedthislifehack,tweetusing#KINDbearsand@KINDsnacks
Ifyoulikedthislifehack,tweetusing#KINDbearsand@KINDsnacks
Ifyoulikedthislifehack,tweetusing#KINDbearsand@KINDsnacks
Ifyoulikedthislifehack,tweetusing#KINDbearsand@KINDsnacks
Ifyoulikedthislifehack,tweetusing#KINDbearsand@KINDsnacks
Ifyoulikedthislifehack,tweetusing#KINDbearsand@KINDsnacks
Ifyoulikedthislifehack,tweetusing#KINDbearsand@KINDsnacks
Ifyoulikedthislifehack,tweetusing#KINDbearsand@KINDsnacks
Ifyoulikedthislifehack,tweetusing#KINDbearsand@KINDsnacks
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Appendix: Congregations
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Appendix: Twitter
Top tweet with picture
Top tweet without picture
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Appendix: Facebook
Top Facebook post
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Appendix: Instagram
Top Instagram post
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Appendix: Video
Top video
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