Public Relations & Marketing Proposal

Prepared by Prathigna Yerakala

To Generate Increased Awareness and Interest for Jonesbar

April 30, 2020

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THE ASSIGNMENT
Nutrition bars have always been sort of a staple in the American food market. They are highly
valued in a society that promotes productivity and heavy multitasking lifestyles. As
corporations rally for being the top brand in possibly the most crowded sector in the food
industry, the ethos of nutrition bars is ultimately lost.

Jonesbar is different. Handmade in Manasquan, New Jersey, Jonesbar has a simple solution
to typical store-bought protein + energy bars. Jonesbar features a family of nutrition bars that
have five organic ingredients and are gluten-free, vegan and no added sugar.

The following marketing proposal aims to provide an analysis of Jonesbar. This analysis
documents an overview of the business models, business growth plans, and marketing
strategies. The central goal of this proposal is to drive traffic to the Jonesbar website and
ultimately increase site sales. I also want to establish Jonesbar as the healthiest, best-tasting
nutrition bar on the market.

OBJECTIVES
The three main objectives for this proposal are listed below:
Create Brand Loyalty
Jonesbar is a small local business so maintaining a consistent presence
through active media engagement, creating valued user experiences, and
engaging with the right demographics will help build brand identity and
loyalty.

Increase Web Traffic

In order to drive consumers to the Jonesbar website, it is important to focus on
a simple yet aggressive strategic mixed marketing approach. This approach
will consist of launching search engine optimization, email marketing, and
media placements.

Promote Owned Media

Implementing key campaign strategies and prioritizing the PESO model will
help bring a consistent following to Jonesbar social media channels.

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 MARKET RESEARCH

Synopsis of Nutritional Bar Market o Rise in demand for plant-based

protein in a bar.
After compiling data and reports from online
databases, the following page will outline Industry Characteristics
the industry type, category, characteristics,
o Working population + hectic lifestyle.
and trends.
o Health conscious population +
Segmenting the Market athletes + fitness enthusiasts

Distribution
PROTEIN BARS o Nutritional bars are segmented into
store based and non-store based.
WHOLE FOOD BARS Most nutritional bars are mainly sold
in grocery and retail stores.
MEAL-REPLACEMENT
BARS
Global Market Analysis
SNACK BARS
o Nutrition Bar Market is segmented
into North America, Europe, Asia
Pacific and rest of the world (RoW).
A variety of these bars drive the growth of o Asia Pacific is the most prominent
the market. They come in flavors such as market for nutritional bars +
chocolates, fruits, peanut butter, and spices. expected to be the fastest growing
market.
Key Findings o India & China are the major market
contributors in Asia Pacific.
o Gluten free nutritional bars are
gaining acceptance from majority of Regional Market Analysis
population.
o U.S. holds major share of nutritional
o Germany, Canada, Belgium, France
bars market. Health awareness will
and Italy are the major exporters of
drive European market too.
nutritional bars.
o Protein bars is dominating the Key Industries
market.
o Chocolate is the dominating flavor o Chocolate Industry
among all. o Nutritional processing Industry
o Retailer, Wholesaler and Distributor
Trends o E-commerce Industry
o Traders, importers and exporters
o The growing demand for gluten-
free nutritional bars is the major
trend in the global market.

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 JONESBAR
MARKET SEGMENTATION
Jonesbar is a niche business so it is important that the target audience is segmented and
narrowed down to gain a clear understanding of the needs and wants of valued consumers.

Primary: Millennials + Gen Z consumers with active lifestyles

Secondary: Mothers + Children

DEMOGRAPHIC o Ocean County School

o Millennials + Gen Z Districts
o Men & Women
o Ages 21-69
o Mothers + Children PSYCHOGRAPHIC
o Consumer Occupations o Health-conscious consumers
o Athletes o Busy + on-the-go lifestyle
o Bodybuilders o Consumers who value
o Fitness Influencers convenience
o Outdoor + Recreational o Eco-friendly mindsets
Sport Enthusiasts o Vegan + Plant Based
o College Athletes supporters / activists
o Active College Students
o Pilates + Yoga Enthusiasts BEHAVIORAL
o Mothers + Children o High consumer rates for a
particular brand (brand
GEOGRAPHIC loyalty)
o East Coast o Customers who have
o New Jersey + New York City nutritional purchasing habits
o Jersey Shore o Customers who shop online
o Monmouth County: Asbury actively + searching for best
Park options
o Ocean County: Long Beach
Island + Seaside Heights +
Point Pleasant Beach
o Atlantic County: Atlantic City
o Cape May County: Cape
May Point + West Cape May
o New Jersey Suburbia
o Monmouth County School
Districts

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 COMPETITIVE LANDSCAPE ANALYSIS
As stated earlier, the nutrition bar market is a very crowded market and is only gaining more
attraction as the food industry heads towards a clean + organic direction. In order for
Jonesbar’s voice be heard over the noise of store bought/ corporate companies, it is vital to
address how Jonesbar’s messaging and solution is different than the rest of its competitors.
This section will include competition research, data and ideas that reflect advantages for
Jonesbar as a brand.

Direct Competitors: According to an article on 99 Boulders, the following bars are RXBAR
the best energy bars of 2020. The article was ranked on carb + sugar content,
protein + fats, flavors, and all-natural ingredients.

LARABAR KIND
o Clif Bar
o LunaBar
o Kind Bar
o RXBAR
o Larabar
o Probar

The image to the right is the narrowed down direct competition. The RXBAR, Kind Bar, and
Larabar all have one thing in common: they all contain little no artificial ingredients.

RXBAR
o Year Founded: 2012
o HQ: Chicago, IL
o Estimated Employees | 50 – 200
o Annual Revenue: 130M +

TRAFFIC + ENGAGMENT OVERVIEW

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 TRAFFIC SOURCES

AUDIENCE INTERESTS

KINDBAR
o Year Founded: 1998
o HQ: New York, NY
o Estimated Employees | 500 – 1,000
o Annual Revenue: 800M +

TRAFFIC + ENGAGMENT OVERVIEW

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 TRAFFIC SOURCES

AUDIENCE INTERESTS

LARABAR
o Year Founded: 2000
o HQ: Denver, CO
o Estimated Employees | 10 – 50
o Annual Revenue: 77.5 M
o Larabar is on the small-scale business so there was no sufficient data to cover
traffic + engagements + audience interests.

JONESBAR
o Status Quo: Jonesbar is disruptive because it is simple, handmade, and delicious.
Simplicity is key, and it sells.

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 BRAND POSITIONING

Jonesbar is all about being natural, organic, and simple. It is a brand that takes
pride in its product as well as the process behind the product. And although
Jonesbar has built its brand around simplicity, there is a bigger picture behind
this company that is worth sharing.

Fun. Jonesbars are fun to eat and fun to look at. In this digital age people don’t
want the newest and shiniest toy anymore. People are attracted to aesthetics,
convenience, and most importantly, experiences.

After researching the brand and its engagement with customers, I’ve
developed a campaign and activation ideas that reflect and enhance the
brand’s identity. The following information below will also set a social media
benchmark.

INSTAGRAM

Media Uploads: 554

Followers: 4,771
Following: 230
Engagement Rate: 3.57%
Avg Comments: 8.52

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 FACEBOOK

Followers: 1,238
Page Likes: 1,197
Community Engagement: 16 check-ins
Rating: 5 out of 5: Based on the opinion of 36 people

TWITTER

Followers: 117
Following: 1
Likes: 67
Tweets: 74
Avg Retweets: 0

SOCIAL MEDIA GOALS

o Increase following for all channels with a heavy focus on Twitter

o Increase engagement on socials through giveaways, posts, polls & challenges
o Promote Jonesbar blog on social media to link people back to the website
o Incentivize more product reviews on Amazon + Facebook

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STRENGTHS WEAKNESSES
o Clear brand messaging o Lack of Twitter engagement
o Variety + quality in products o Moderate Instagram + Facebook
o Well-built professional website engagement
o Majority of customer reviews are o Only depending on word of mouth
positive o Few product experiences +
o Innovative product interactivity with consumers
o Solid brand reputation

OPPORTUNITIES
o Improve social media following
o Create interactive activities for
online consumers
o Initiate more cross-promotions
with other local businesses
o Pitch earned media + generate
awareness for Jonesbar as a
local, shore brand

THREATS
o Seasonal losses during off-seasons
o Slow growth due to local competitors
and businesses
o Changes in customer tastes + brand loyalty

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 JONESBAR
HEALTH IS WEALTH CAMPAIGN

THE GIST

o The concept of this campaign is as simple as it sounds. #HealthisWealth is a campaign

that has its overarching focus on the health + wellness lifestyles of targeted consumers.
Developed from Jonesbar’s mission statement, it serves to generate awareness for the
brand and echo a sense of social responsibility.
o Under this campaign, I have mapped out two activation ideas will tie in the main
objectives for the marketing proposal: brand loyalty, web traffic, & social media
following.
1. #HEALTHISWEALTH CHARITY PROGRAM
2. COLLEGE AMBASSADOR PROGRAM

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 THE BREAKDOWN
BUDGET: $25,000

#HEALTHISWEALTH CHARITY PROGRAM

o For every purchase from the Jonesbar website, $10 will go to one of charities of the
customer’s choosing. The links and information of each charity can be located at the
#HealthisWealth page on the Jonesbar website. The program will cap at $500 for
each charity so no matter the outcome $500 will be allocated across the charities.
$1,500 in total will be used from the budget.

THE CHARITIES

o The following charities were researched and chosen based on how parallel their
missions were to the mission of Jonesbar. I wanted to choose charities related to
sustainability + reservation, water conservation, & food + nutrition within the state of
New Jersey. This campaign will allow consumers and the brand to engage in
community outreach and social responsibility.
o The charity will run for roughly one month: July 1st – July 31st
o Social Media + Email Marketing will begin pre-promoting mid-June to the end
of June. Promotions will officially begin July 1st when the campaign launches
and will end on July 31st.

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 COLLEGE AMBASSADOR PROGRAM

o A total of $15, 000 of the budget will be used for this program. It will begin the week
of September and continue until the first week of May. Three college students will be
selected the summer leading into the program.

o Application date: June 1st - June 14th

o Application Criteria:
o College Sophomore + Junior + Senior
o Must submit a creative video on why they love Jonesbar’s brand + what it
means to them
o Strong social media knowledge + navigation
o Passionate about health + wellness + active lifestyle
o Strong set of time management and planning skills

o Each Jonesbar Ambassador will have $5,000 for the entire school year to plan and
create events, pop up shops, workshops, develop campus-specific experiences to
grow the Jonesbar brand in a college environment.

o Perks of being an Ambassador include

o Complimentary Jonesbar merch
o Jonesbar product discounts
o Resume building opportunity
o Leadership opportunity

o By utilizing the College Ambassador Program, Jonesbar can hit the collegiate
demographic and spread their brand all over campus through experimental
marketing and social media.

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 PESO MODEL
REMAINING BUDGET: $8,500

PAID
o $1,500 – 4,000 for a back-to-school billboard between August and September.
o $300 for a shore/beach themed Snapchat geo-filter spanning two to three weeks.
o Will cover a minimum of 20,000 square feet or a maximum of 5,000,000 square
feet.
o Samsara + Surf Retreat: Asbury Park, New Jersey
o The goal is to provide an experience that is adventurous, fun & relaxing.
o $2,000 for any event preparation costs like tabling, merch, & renting surf work shop,
yoga instructor + surf instructor cost.
o Create a day event with staff and customers. Some activities include:
§ Surfing workshop
§ Family friendly beach picnic
§ Yoga Hour

EARNED
o Pitch to the following types of outlets with a tag line that is tailored to the journalist or
media representative’s style of writing or theme of work.
Ideas for Taglines + Hooks for pitching an email: LOCAL IS THE NEW FAMOUS or
#LOCALFAMOUS
• Local Radio
• Health + Nutrition Magazine
• Local Newspapers

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Edible Magazine Asbury Park Press
Contributing Writer Features Staff Writer / Food + Dining
Lauren Johnson @ Susan Weiner: sweiner@gannettnj.com
https://yeahwritelauren.com/
Twitter @YeahWriteLauren Monmouth Healthy & Life Magazine
Director of Marketing and Digital Media
Asbury Park Press Nigel Edelshain:
Features Staff Writer / Food + Dining nigel.edelshain@wainscotmedia.com
Sarah Griesemer:
sgriesemer@gannettnj.com

Spoon University
Contact
info@spoonuniversity.com

SHARED
o Shared media can be tricky but focusing on consumers instead of influencers would
be the better fit for Jonesbar.
o Sharing hashtags like #JonesforGood or #HealthisWealth #EatSimple are all ways
consumers can engage on social media.
o A product giveaway would also be an efficient way to gain new followers and have
people share Jonesbar across all primary and secondary target audiences.
o Tease a new product or launch a Product Giveaway
o Pre-promote the Giveaway a week before promotions begin
o Have the caption read: PRODUCT GIVEAWAY ON AUGUST 15th
To enter the giveaway, LIKE this post, FOLLOW @jonesbars & TAG a friend

OWNED
o Instagram will need to stay consistent with its current posts and activity. It would
engage more people by utilizing tools like Instagram Stories, Polls, Instagram Live &
re-sharing of Insta Stories.
o Organizing a Jonesbar Cover Design Contest can be useful in getting more traffic to
the app. Those who enter the contest must design their Jonesbar cover and submit
the application via email.
o The winner will be picked from the Jonesbar staff and have their graphic art
showcased on the website as well as receive their personalized Jonesbar package
free of charge.

LEFTOVER BUDGET: $1,700

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 Sources
RESEARCH ARTICLES

Beale, A., Alex, & Alex. (2020, January 6). The Best Energy Bars in 2020. Retrieved from
https://www.99boulders.com/best-energy-bars

“Nutritional Bar Market Size, Share, Trends, Global Analysis, 2023: MRFR.” Nutritional Bar
Market Size, Share, Trends, Global Analysis, 2023 | MRFR,
www.marketresearchfuture.com/reports/nutritional-bar-market-4867.

DATA ANALYSIS TOOLS

SocialBlade
Owler

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