2. Why We Are Here Today
- Social Media: projects, partnerships, and
nature
- Too focused on calls to action and
accomplishments
- Lack of promotion of products
- Limited reach
3. Roadmap
- Coordinate and refocus social media
- Increase brand reach & loyalty
- Less nature promotion, more product
- Rebuild & refocus on target audience
9. Why the Change is Necessary
● Current:
○ Ignores product itself
○ Too nature focused
○ Limits reach of the company
● New:
○ Promote products while
promoting going green
■ Enlisting influencers
○ Link thoughts of ‘sustainability’
with Nature Valley
11. - A greener and sustainable future
- The Original Granola Bar
- Adventurer’s best friend
- Healthy lifestyle
- Convenience
- Nature
- “Real” energy in a bar
What does Nature Valley Stand for?
Brand Personality
12. - Partnerships with national parks
foundation, National Parks
Conservation Association, and
Wilderness inquiry to name a few
- Restoring 10,000 miles of park trails
- Supporting farmers with
regenerative agriculture journey
- New recyclable wrappers
Brand Personality
What activities is Nature Valley involved in?
13. - A granola bar company
- Misleading ingredients
- The green granola bar that gets
crumbs everywhere
- Cheaper alternative to expensive
energy bars
Brand Personality
How is our brand viewed now?
14. Breaking Out of the Cocoon
Increase awareness of the entire product
line.
Utilizing influencers and relevant
hashtags to gain traction on social media.
Sharing UGC to increase engagement
and credibility.
Improve consumer experience through
responsive platforms.
15. Brand Role - The Outdoors Advocate
The Outdoors Advocate is always exploring. They
have the best suggestions for outdoor activities
that help free your mind.
They're always looking for the next best
adventure, and willing to take on anything.
Nothing is going to stand in their way.
Somehow, they’re there every time you need an
activity or getaway, and they want to share their
experiences with others.
17. Tying Platforms Together
- Voice: Outdoors advocate - the one you share your adventure stories with.
- Engagement: Collaborate with influencers, share UGC, and interact with
followers to promote engagement.
- Content: Promote our products while promoting nature.
- Campaigns: All platforms will promote Nature Valley’s mission for a greener
future.
18. Target Consumer Group: Everyday Sightseers
Age group: 13-65
Sightseers include both the young and old. Some may
spend their time commuting to class, practicing tricks at
a skatepark, exploring a mountain, doing fitness at a
park, or possibly caring for their family.
Sightseers travel on a daily basis in some shape or
form. In between actions, they’re always down for a
quick snack to refresh their energy. Nature Valley is
here to provide those quality granola products at delis,
gas stations, and supermarkets across the globe.
They’re affordable, great tasting, and convenient for
those who like to explore. They can be found anywhere
and brought everywhere. Fitting for a sightseers with a
variety of choices for all.
19. Everyday Sightseers’ Preferences
A quick and healthy on-the-go snack is what the
everyday sightseers are expecting from us.
We want anyone looking for a healthy snack to
think of our products first.
● Over 50% of Americans have shown interest in
health and fitness since the Coronavirus pandemic
● Nearly 40% of Americans age 18+ plan to go on
vacation or travel once things return to normal
● 26% of Americans spend free time in nature at least
twice a week
● Ready to eat snacks are preferred by 77% of people
20. Digital Goals For Our New Strategy
Promote
Products
Increase
Engagement
Improve Consumer
Experience
21. Goal #1: Promote Products
As a brand, we have been focusing too
much on promoting nature and have
been ignoring products.
Let’s promote our products while
promoting nature.
22. Goal #2: Increase Engagement
Engagement increases brand loyalty and
commitment. Currently, Nature Valley has a
low engagement rate across all social
media platforms.
Create and share content our followers want
to see. Ask questions. Share stories. Take a
stance on social issues. Make connections.
23. Goal #3: Improve Consumer Experience
Listen to our consumers and be
responsive.
Know what consumers want and
make changes to improve our
products and our brand.
24. Current eCommerce Efforts
Analysis of brand’s current ecommerce/digital platform
● eCommerce is fine
● Lack of loyal fanbase/engagement
● Lack of customer feedback on products
25. eCommerce Improvements
Overall, Nature Valley’s website is very well made and maintained.
2 Minor Improvements:
1. Instagram posts at the bottom of the page should feature most recent posts
and several pieces of UGC from an appropriate hashtag.
2. Add a rating system for users to rate their products and flavors for other
users to see.
26. Improvement 1: Featured Posts
Featuring customers on the main
website will help develop a sense of
community.
Consumers will feel more
connected and involved with the
brand, which helps create brand
loyalty.
27. Improvement 2: Review System
68% of consumers take reviews &
ratings into account when deciding
whether to purchase a product from
a brand.
While the current website doesn’t
sell products, descriptive reviews
will help customers decide which
products are best for them.
29. Current Social Media Efforts
Social Networks Followers Post Frequency Engagement
Facebook 1,694,088 Monthly 0.00094%
Instagram 38,400 Monthly 0.0045%
Twitter 27,418 Monthly 0.66%
Youtube 6210 Rarely 0.0644%
TikTok 4815 Once 708%
*Keep in mind
this was based
off of one post.
30. Improving Social Media Efforts
● Incorporate more product centered posts
○ Post would highlight more of their products compared to their current strategy of random
themes.
● Have consistent themes with different strategies throughout channels
○ Post content based on channel strategy
● Make it easier to purchase products from social media
○ Links to website or nearby retailers where products are available
31. Social Media Strategy by Channel
Channel focused on
customer service.
Respond to individual
comments,
questions, concerns.
Place to share
recipes and updates
on new products that
are likely to catch
consumer interest.
Platform for
promoting products
and sustainability
efforts. The best
platform to share
and feature UGC.
Funnel engagement
from viral posts to
other social media
platforms. Trend
setting possibilities.
Collection of past
campaigns and
commercials.
Focused on content
over a minute long.
32. Social Media Strategy by Channel
Facebook:
- Focus on older audiences who are not
present on other platforms
- Link recipes and keep customers
informed on new offers and products
- Should post weekly
- Check for messages & comments and
respond appropriately
33. Social Media Strategy by Channel
Twitter:
- Mainly for one-on-one engagement
- Reply to questions, concerns, and
comments
- Post breakfast recipes and ask what
people are eating
- Should post daily
- Should monitor at least once every 5
hours
34. Social Media Strategy by Channel
Instagram:
- Mainly for promoting our products
- Occasionally promote nature and
recycling
- Occasionally feature UCG or
influencers
- Occasionally post trail
recommendations
- Post 2-3 times a week
35. Youtube:
- Place for story sharing
- Use as a portfolio of past campaigns
- Should post ~6 times a year
Social Media Strategy by Channel
36. Social Media Strategy by Channel
Tik Tok:
- Create challenges to boost
engagement and try to go viral
- Possible promotions through Tik Tok
Influencers
- Should post weekly
“The Cinnamon Challenge but with
Nature Valley.”
37. General Social Media Guide
● Avoid duplicating content on channels
● Post frequently. At least once a week
● Use appropriate hashtags
● Feature both general Instagram and UGC posts
● Keep text in images minimal. Text goes in descriptions/captions
● Alternate between image and video posts
● Credit creators of UGC and request for permission to share
● Update the company site when new products are released
● Respond to questions in a timely manner (~5 hours max)
38. Social Media Checklist
❏ Promotes brand and products
❏ Customer engagement
❏ Consistent themes throughout all platforms
❏ Content matches channel strategy
❏ Create conversations and share stories to build relationships
❏ Create content worth sharing and saving
https://www.mintel.com/press-centre/food-and-drink/a-snacking-nation-94-of-americans-snack-daily
https://outdoorindustry.org/wp-content/uploads/2017/05/2017-Outdoor-Recreation-Participation-Report_FINAL.pdf
% later
