Research Paper on Gelatin Essay Example

Research Paper on Gelatin Paper Gelatin is a gelling agents derived from collagen which is the main protein in mammals. Chemically gelatin typically consists of 90% protein and approximately 10% water and only traces of salts. Gelatin has received designation E441. Gelatin is used in many different areas but mainly in the food and pharmaceutical industries. Typical products that contain gelatin are candy and pharmaceutical capsules as well as various health preparations where gelatin is used as a protein supplement. Worldwide, about 300 000 tons of gelatin is manufactured and used per year. University students who are about to prepare their research paper on gelatin must understand that it is also used to bind the silver halide crystals in camera film. For this task, there are no suitable replacements. Competition Swimmers use gelatin to fix their hair during training and competition, this is because the cold water does not dissolve the gelatin. We will write a custom essay sample on Research Paper on Gelatin specifically for you for only $16.38 $13.9/page Order now We will write a custom essay sample on Research Paper on Gelatin specifically for you FOR ONLY $16.38 $13.9/page Hire Writer We will write a custom essay sample on Research Paper on Gelatin specifically for you FOR ONLY $16.38 $13.9/page Hire Writer The building blocks of different types of protein are amino acids. Our body can build the proteins we need, but there are ten so-called essential amino acids that must be included in the food, which the body itself cannot form. Nine of these essential amino acids found in gelatin. Gelatin is also used as part of blood plasma replacement during major blood loss in accidents, etc. Gelatin is also used as an ingredient in ballistic gel, which has the consistency and properties of mammalian tissue and used in the testing of firearms. Gelatin has a variety of unique properties of which the most important is the ability to form thermoreversible gels i.e., it solidifies on cooling and melts at higher temperature which occurs within a narrow temperature range. For the food industry, these properties are important, especially when it comes to low-fat products of various kinds since the melting properties in the mouth are reminiscent of fat. The most commonly occurring gelatin, commonly used in the food industry, is made of pigskin (that is, a pork product), but also a beef gelatin is common. The raw material comes from animal products, typically from animals bones and skin that veterinary control approved for human consumption. Protein (collagen) is derived from raw materials by hydrolysis, that is, it is extracted in hot water. The water with protein then goes through various stages of purification, desalination, thickening, sterilization, and drying. The legislation for gelatin production in Europe put high and detailed requirements for bacteriological and chemical purity. There are special types of gelatin produced to conform with Islam Halal rules or the Jewish kashrut rules. Because of mad cow disease (BSE) and its link to Creutzfeldt-Jakob disease, there has previously been some concern about the possibility that the infected animal parts may be included in the production of gelatin but has proven to be entirely without risk. A study conducted in 2004 has shown both to commodity standards set detailed conditions and that the process used for gelatin production destroys any BSE prions. According to WHO, SSC, and the EU gelatin is safe to consume from that point. Free example research paper on gelatin is a good source of urgent information on the topic. Note! All research paper samples about Gelatin are 100% plagiarized!!! At EssayLib.com custom writing service you can buy a custom research paper on Gelatin topics. Your research paper will be written from scratch. We hire top-rated Ph.D. and Master’s writers only to provide students with professional research paper assistance at affordable rates. Each customer will get a non-plagiarized paper with timely delivery. Just visit our website and fill in the order form with all paper details: Enjoy our professional research paper writing service!

Child Sexual Abuse effects Essays

Child Sexual Abuse effects Essays Child Sexual Abuse effects Essay Child Sexual Abuse effects Essay Feb. 2012. Web. 23 Feb. 2013.. Currie, Janet, and Erdal Tekin. Does Child Abuse Cause Crime? IZA, Apr. 2010. Web. 23 Feb. 2013.. Garsden, Peter. Does Child Abuse Cause Crime? Inside Time Newspaper. N. p. , June 2012. Web. 01 Mar. 2013.. Impact of Child Abuse and Maltreatment on Delinquency, Arrest and Victimization. National Institute of Justice. N. p. , n. d. Web. 23 Feb. 2013.. Logan, Cassandra, Emily Holcombe, Suzanne Ryan, Jennifer Manlove, and Kristin Moore. Child Sexual Abuse and Teen Pregnancy. Nationa Campaign to Prevent Teen and Unplanned Pregnancy, Sept. 2011. Web. 23 Feb. 2013.. National Child Abuse Statistics. Prevention and Treatment of Child Abuse. Child Help, n. d. Web. 01 Mar. 2013.. Parental Substance Abuse. Child Welfare Information Gateway. N. p. , 2010. Web. 23 Feb. 2012.. Preventing Child Sexual Abuse. Preventing Child Abuse America, n. d. Web. 23 Feb. 2013.. Understanding Child Sexual Abuse: Education, Prevention, and Recovery. Understanding Child Sexual Abuse: Education, Prevention, and Recovery. American Psychological Association, n. d. Web. 23 Feb. 2013..

How to Write the University of Virginia Essays 2018-2019

The University of Virginia is a public research university founded in 1819 by Thomas Jefferson, making the institution a prominent historical site. Being a UNESCO World Heritage Site, UVA is well known for its historical foundation and early roots. Located in Charlottesville, Virginia, UVA is situated in a lively metropolitan community. Ranked by U.S. News and World Report at #3 among public schools and #25 overall, UVA is one of the nation’s top universities. In the 2016-2017 application cycle, UVA only admitted 27.4% of applicants, making admission quite competitive. In addition to academic transcripts and letters of recommendation, all applicants are required to submit an additional supplemental essay, with additional essays needed depending on your selected major. With such competitive rates, it is often intimidating to complete these additional essays. However, is here to offer our guide on how to tackle UVA’s 2018-2019 application! Required: Choose one of the following (250 words): Note that this essay is required; however, UVA gives you the option to choose between 4 prompts, all of which have a 250-word limit. Choose the essay that you feel a stronger connection to, as this will make for a much stronger and more personal essay. With that being said, let’s take a look at each of the following prompts. For this essay, avoid choosing a word that’s generally self-explanatory or cliche. Example of this could be â€Å"happiness† or â€Å"love† because these words are often overused and the meaning can generally be inferred without an additional story. You want to choose something that is both personally meaningful to you and something that is attached to a greater story. For instance, if you are multilingual and your grandmother would always offer you a specific piece of advice in another language, you could use a word related to that advice in that language. Perhaps there is a story attached to the reason why she gave you that advice, or perhaps it is what you remember the most from her. Tell a story around this idea and your essay will be much more personal and impactful. You could also show off your nerdy side here or highlight your interests. Perhaps your favorite word is â€Å"emulsion† because it is relevant to your two favorite activities: chemistry and cooking. You could discuss your love for each of these subjects and, like the previous example, tell a brief story on how the word relates to your personal experiences. When choosing a word, you could also consider alternate meanings by considering meanings outside the traditional dictionary definition. In this case, you could contrast the traditional meaning with your own personal interpretation of the word in order to point out any differences and highlight your own personal connection to the word. Again, the key for this essay is to be personal. In terms of writing your essay, you want to make it clear what your word is without directly saying â€Å"my favorite word is _____.†; always start your essay with an interesting opener and a thoughtful conclusion. Since the essay is short at 250 words, you want to be fairly straightforward without being too stale or obvious. Chances are, you have a unique quality that makes up who you are. This essay is all about pinpointing that quality and describing it in terms of its importance to your identity. Perhaps you have an odd fascination with insects or you collect unconventional objects. This is a perfect essay to discuss these facets of your life. You must make sure to connect your quirk to your personality and individuality. Don’t simply describe the quirk; ask yourself why this quality is important to you and consider how your individuality would change had you not possessed this characteristic. You want to highlight your personality in this essay, whether it be through humorous writing or a creative story. For example, if your quirk is having to do a cartwheel every morning before school, you can write a story mapping out your day, with emphasis on your daily cartwheel. Perhaps this is the only way to get your blood pumping and prepare you for the day ahead. Perhaps doing cartwheels ensures that you always start your day with a positive attitude, allowing you to tackle any obstacles during the day. There are endless possibilities for quirks you could write about, as each person is different and has unique habits. Your quirk could be a unique mannerism such as a â€Å"weird† laugh or a unique daily routine you have. Perhaps your quirk was the object of ridicule in your earlier years, but now you’ve become confident in yourself and your unique qualities. Show UVA what makes you you and how proud you are to be yourself — weird quirks and all! For this essay, you want to consider your interests and how you want to share these interests with others. Your Flash Seminar should reflect something you’re passionate about, yet also be unique enough to not already exist. For example, you don’t want to create a seminar about something like â€Å"Cell Biology† or â€Å"Classical Literature.† For instance, if you love science and have always been intrigued by astrology, you could create a Flash Seminar called â€Å"Is there a Scientific Basis for Astrology?† If you love politics and are passionate about film, you could create a seminar called â€Å"Hidden Political Messages in Modern Film.† With any topic you choose, make sure to explain your choice. Why are you passionate about the topic and why do you think there should be a discussion about it? Perhaps you want to share your passions with others through a unique perspective or perhaps your proposed question has puzzled you in the past, making you eager to hear the thoughts of others. Discuss your reasons for creating the class and the goals you hope the class achieves. Like the previous question, you want to consider the topics you’re passionate about and want to share with others. You could interpret â€Å"message† as a form of artwork such as a painting, or you can interpret it more literally as a message or phrase. For instance, if you’re passionate about redesigning the roles of modern women, you could describe a painting that includes a dichotomy between traditional and more progressive roles of women. Perhaps half the painting includes black and white images of women performing household tasks and the other half uses vivid colors to portray women in positions of power and independence. Maybe you’ve been empowered by several strong women in your life and want to advocate for gender issues such as equal pay. Maybe there is a quote or phrase from a novel that you’ve read that stuck out to you and want to share with UVA’s student body. For instance, if a quote from Thi Bui’s The Best We Could Do resonates with you due to a similarity with your immigration story, you could paint this message on the Beta Bridge in order to create a sense of community with those who share similar backgrounds. No matter what you choose to paint, make sure you have a personal connection to the art. Ensure that you answer the â€Å"why† aspect of the question and discuss the reasons why the message is important to both you and others. This is the last of the 4 prompt options and we recommend choosing the prompt you have the strongest connection to. Remember, there is no â€Å"best† prompt; regardless of the prompt you choose, ensure that you reveal something about your personality and give the admissions committee a closer look at your background Submit your essay and we’ll get back to you with helpful edits. This essay is only required for those applying under architecture. Like the previous prompts, this essay also has a word limit of 250 words. If you’ve traveled to a place with intricate and unique architecture, or you visited a site that excluded aesthetic excellence, this is the place to discuss that. Perhaps you were intrigued by the ancient architecture and designs featured in ancient Greece. Or perhaps you were fascinated by a particular home you saw while driving through Hollywood Hills due to its unique modern characteristics. Be detailed when describing the instance or location, and allow the reader to visualize the design. Your goal for this essay is to highlight the location that inspired you and explain why this was inspiring for you. Maybe you loved the detailed engravings embedded into ancient European architecture or maybe you love the intersection of minimalism and functionality. Make sure to convey the passion you have towards architecture and show a genuine interest and love for unique designs. For those of you interested in kinesiology, or the study of how the body moves, you must complete this essay. There could be several reasons why you chose this field of study but make sure to choose something that is personal to you and had a large impact in terms of exciting your interest in the subject. For instance, if you volunteered in a hospital and often worked with patients recovering from physical injuries, you could discuss watching people slowly regain mobility. You could discuss how you were amazed by the body’s ability to recover and how a person could transition from immobility to mobility. Maybe you have a more personal connection and witnessed a friend or family member experience the same recovery. If so, you could definitely include this in discussing your motivation for pursuing kinesiology. You could also discuss the science and mechanics behind kinesiology if you did not necessarily have a defining moment that influenced you to choose the field. Perhaps you are interested biomechanics behind kinesiology and were always intrigued by how the body interacts with itself. If you have played sports before, you could draw a connection between the two here and discuss how your interest in sports influenced your interest in the body’s mechanics. You want to identify a problem that’s important to you and propose a solution to solve it. This doesn’t mean the problem has to be large, as the prompt also explicitly states â€Å"small engineering project.† For instance, if you live in a large household with many siblings, perhaps you want to design a robot that cleans the house, easing the daily burden on your parent. If your grandfather struggles with putting on his shoes due to a weak back, you could propose a machine that assists him with that every morning. A great way to address the prompt is to consider any medical disabilities that a friend or family member may have. However, make sure to propose something that doesn’t already exist. For instance, if a family member is hard of hearing, you wouldn’t want to design a hearing aid since this already exists. If, however, you have a proposed modification that makes an existing device better for your chosen individual, then this would be appropriate to discuss. Pay attention to the people surrounding you by identifying any daily challenges they may experience. Once you choose your project, you want to describe the design and explain how this would be beneficial to your chosen family member or friend. This prompt is essentially asking you why you want to study nursing. You want to trace your previous experiences and consider whether they impacted your decision to study health care. Perhaps an experiences volunteering at a hospital changed influenced your love for nursing, or perhaps you realized nursing comes naturally to you after caring for an ill friend or family member. If you worked or volunteered at a hospital, you could discuss a specific interaction you had with a patient. For example, maybe an elderly woman recently exited surgery and you were assigned to assist with her recovery. Perhaps the woman would often tell stories about her past experiences to you, reminding you of your own grandmother. Maybe it’s this deep interaction with patients that has attracted you to nursing. You want to be personal in your response; don’t simply state that you want to study nursing in order to help people. These answers are cliche and vague, as they don’t really highlight a particular experience that you had. With so many fields classified under arts and sciences, you have a variety of ways to approach this answer. If you’re studying biology, for example, perhaps a unique experiment in the lab opened your eyes to the intricacies of life. If you want to study math, maybe you struggled with learning a theorem and want to discuss how you overcame this challenge. Maybe Toni Morrison’s Beloved introduced you to the darker side of literature that made you both uncomfortable and intrigued. You want to discuss why and how the work challenged or changed you rather than simply describing the work itself. The key here is to draw a personal connection and explain how the work impacted you by describing your personal reactions to it. For example, if you found reading Chaucer’s The Canterbury Tales challenging whether it be due to the language or content, you could describe the obstacles you encountered while analyzing the text. You could then conclude with discussing how working through these obstacles forced you to look at literature from a different perspective, thus allowing you to find unique symbols in the text that you otherwise would have skipped over. Remember, the purpose of these essays is to showcase your identity to the admissions officers. You want to highlight your personality and convey your passions in order to allow the reader to get a better sense of who you are. We hope this guide has allowed you to tackle UVA’s application with the utmost confidence. Happy writing! Want help on your University of Virginia application or essays? Learn about our College Apps Program . Want us to quickly edit your college essay? Submit it to our Rapid Review program , and we’ll get it back to you quickly with comments from our expert team.

CASE STUDY of the ESA Habitat Conservation Planning (HCP) process Essay

CASE STUDY of the ESA Habitat Conservation Planning (HCP) process - Essay Example The duration of HCPs can range from one year up to one hundred years. The United States Fish and Wildlife Services have the discretion to negotiate with landowners when there are no other stakeholders used. Found on the north of San Francisco Peninsula stands the San Bruno Mountain Habitat Conservation Plan. In this essay, this HCP will be analyzed in details from all dimensions. A development project in the San Bruno Mountains necessitated the development of the San Bruno Mountains HCP. There arose a conflict on the development of the mountainous region by the Visitacion Associates with the San Mateo County authorities. To discourage the development of the area, the US Fish and Wildlife Service (USFWS) came in and recommended that the habitat would be conserved for butterfly conservation. The complexity arose from the interconnectedness of the Visitation Associates with the Republican government of Ronald Reagan. Despite their support from the Federal government, the local environmentalists were firm in supporting USFWS propositions. As a result of the confrontations, there was developed an agreement between the developer and the San Mateo County authorities to have the HCP established. The HCP provides a habitat for the mission blue butterfly (Plebejus icarioides missionensis) and the San Bruno elfin butterfly (Callophyrs mossi bayensis). These two have be en found to be endangered. In addition, the HCP provides for the protection of the Callippe silverspot butterfly (Spayeria callippe callippe). Despite the heightened disagreements at the start of the negotiations in the 1980s, the HCP was successfully established (Thomas Reid Associates, 1993). The establishment of the San Bruno HCP was surrounded by several controversies especially based on the involvement of many parties. The San Mateo County supervisor Bacciocco spearheaded the negotiation process by bringing the

CIPD Diploma (Human Resource Practice Course ) Assignment - 1

CIPD Diploma (Human Resource Practice Course ) - Assignment Example For example, if an organization collects data about worker satisfaction and stores the data without acting on it, it is meaningless. However, is the data collected is accurate and well analysed, it can be of great help to the organization. There are numerous reasons as to why the organization needs to collect HR data. The major reason for collecting data is managerial decision making and action. The management needs to decide on various issues that affects workers and organization success and cannot do so without accurate information. It needs to know what competitors are doing in respect of employees in order to gain competitive advantage; whether workers are satisfied and what can be done to improve their morale in order to increase productivity and other aspects such as absenteeism, labor turnover, and performance levels. Another reason is for legal compliance. The law requires organizations to comply with labor laws such as laws against discrimination, termination and redundancy. To avoid legal litigations for claims of unfair dismissal or termination, the organization needs to collect and record all information regarding workers such as pay, performance levels and disciplinary actions taken to act as evidence in such cases. To avoid discrimination cases, it needs to record information about age of workers, sex, race, religion, disability, pay levels and also recruitment procedures. This data informs the organization whether it is complying with the law and can also be used as evidence in discrimination cases. The health and safety legislation also requires records of accidents, exposure to harzadous substances and training provided to be kept. There are various types of data collected within the organization to support HR practices. Quantitative data such as employee turn over, absenteeism, vacancy forecasts and sales targets are crucial for HR in manpower planning, performance management and

Attila the Hun - Short Story Essay Example for Free

Attila the Hun Short Story Essay Why were the military campaigns of Attila the Hun successful? Attila’s military success will be explained through his ability to lure the Romans into war on a pretext whenever the Romans were vulnerable. His motives behind each war was to abstract as much money from the Romans as possible. Also to be explored will be his ability to assert psychological domination over the Eastern Emperor at a time when the two Empires were at peace. Furthermore to be examined will be his ability to portray himself as diplomatic through treaties and embassy consultations between the Romans and the Huns. Also to be looked at will be how successful was Attila’s at creating and seizing opportunities This will be done by looking at Attila’s campaigns in the east and west Roman Empires. After the death of their Uncle Rua 435/6, Attila and his brother Bleda took control of the Hunnic Empire. The two brothers decided to renegotiate the relationship that existed between their Uncle Rua and the Eastern Roman Empire based in Constantinople. The Treaty set up by Rua, stipulated that, the Romans paid him an annual subsidy of 350 lbs of gold. He also demanded fugitives who had fled to the Romans and threatened war if they were not returned. The negotiations took place near the city of Margus in 438. According to Priscus the meeting took place according to both parties’ customs. The Huns would hear what the Romans had to say while mounted on horseback while the Romans discussed the meeting on foot. The Huns dictated the new terms of the treaty, referred to as the Peace of Margus. The Huns decided the annual subsidy was to be raised to the sum of 700lbs. The treaty also fixed that for every Roman captive who had escaped from the barbarians, the Romans must pay eight pieces of gold. The treaty also predetermined that all fugitives must be returned to the Huns. Furthermore the emperor Theodosius was to relinquish any ongoing treaties with enemies of the Huns. Moreover the Huns were to conduct the way the free markets on the northern side of the Danube were controlled. Attila used the markets as a pretext to wage war on the east. The free markets were attacked by Hunnic traders in 441/2 killing Roman merchants during the raid. Theodosius complained that the Huns had violated the â€Å"Peace of Margus†. The Huns reported to the Romans that the Bishop of Margus had crossed over to their territory and robbed their royal tombs. They complained that the Romans had not honoured the Peace of Margus by refusing to return fugitives to them. Additionally, they demanded the Bishop be handed over as well. The significance of these allegations was central to the Huns plan for an attack during the campaigning season. The Romans refused both claims and war was declared. Having successfully provoked the Eastern Romans into a war had been a strategic move by the Hunnic leader. Attila knew the eastern Roman field forces were based in Sicily on a joint expedition with the Western Empire to recapture Carthage from the Vandals led by king Geseric. The North African campaign was partially why Theodosius readily agreed to the treaty of Margus. He thought it would give the east breathing space. Moreover Carthage was crucial to the Western Empire as it provided Rome with grain. Knowing that the east was vulnerable, the Huns would cause carnage throughout the Balkans. Margus was a key city that opened up the Balkans for the Hunnic invasion of the east. The Bishop of Margus defected to the Huns. In return for clemency he handed over the Episcopal city. The Huns swept through the Balkans raising cities to the ground. The key fortified city of Naissus was besieged and taken. Priscus gives an account of the siege. He states â€Å"a large number of [Hunnic siege] engines had been brought up to the wallthe so called rams were brought up alsoA beam is suspended by slack chains†. However, Professor E.A Thompson disputes that the siege occurred and that Priscus borrows heavily on Thucydides’ account of the Battle at Plataea. Professor Thompson states four reasons to argue his point, among them the Huns inept ability to construct such machines and also it is unlikely that the Hunnic archers, who rarely dismounted, would on this occasion have left their horses for a totally alien form of warfare. On the other hand, they may have been quite capable of such construction for it is well documented they had enslaved many tradesmen. As for example in the bath which was made for the Hunnic noble Onegesius by a craftsman who was captured at Sirmium. Nevertheless the Huns ransacked and pillaged the Balkans taking fortified cities along the way such as Viminacium, Illyricum and defeated the Roman army at Chersonese. According to Brian Croke, In 441 the Huns invaded Illyricum only and in 442 broke into northern Thrace . The Romans sued for peace and the Treaty of Anatolius was agreed. Attila terms demanded that the annual tribute be tripled to 2,100 pounds of gold. He also compelled the Romans to surrender all Hun deserters and to ransom their own deserters at a rate of twelve solidi each. The treaty, however, contained one provision that had no precedent. Attila forced the Romans to make an immediate payment of 6,000 pounds of gold. Attila’s plan to force a war to bring about higher subsidies had worked. He would devastate the Balkans for a second time in 447 when he came looking for subsidies that were in arrears. When Atillas second campaign of the Balkans began in 447 he was sole leader of the Huns after having his brother Bleda killed in 445/6. A year later an embassy was sent by Attila to the Imperial court to address the issue of arrears and fugitives. The Romans were now feeling in a stronger position. They had introduced a new law in 443 which insured Military readiness for the Eastern Field forces. They had been strengthened by a recruitment of a large number of Isaurians – traditionally bandits- from the highlands of Cilicia in south-west Asia Minor. Moreover the Eastern army had been forced to return from Sicily after Attila’s first campaign. Attila turned as far south to Thermopylae and then west, ransacking Marcianople, Arcadiopolis, and Callipolis. An earthquake at Constantinople had occurred, Attila decided to turn back. The Imperial City was heavily fortified with triple walls that had been repaired hastily after the earthquake. The legislated Military Readiness law was of little use to the Romans as Attila wreaked havoc on an unprecedented scale. The results were the same as the first campaign, the Romans sued for peace and the second treaty of Anatolius was agreed. More subsides was agreed and a large track of land to act as a buffer zone between the Huns and the Romans was approved. Attila had succeeded at luring the Eastern Empire into war on a pretext to extort more subsidies. He was also adept at asserting his psychological domination, by humiliating the Eastern Emperor Theodosius at Constantinople. Theodosius was humiliated in 449 when his Eunuch Chrysaphius hatched a plot to assassinate Attila. The Plot was unbeknown to the Roman ambassador Maximinus, and his escort Priscus. They were sent to Attila’s camp to discuss issues in the treaty such as the ongoing fugitives case and the issue of the land used as a buffer zone. To give a picture of the devastation Attila caused in the Balkans. Prisucus relates how when travelling to Attila’s court in 449 they stopped at Naissus to pitch tent, he states how the pl ace was littered with bones from Attila’s first campaign. Attila’s refusal to meet the missionaries irritated Maximinus and Priscus. He ordered them to leave then ordered them to stay. Maximinus and Priscus were at a loss to Attila’s behaviour. Maximinus was frustrated and urged Priscus to arrange a meeting with Attila. Priscus succeeded by offering gifts to Onegesius’ brother Scottas to secure them a meeting with Attila. The two missionaries were shocked when it was revealed to them by Attila’s men the purpose of their mission. After nothing left to stay for they departed home despaired. They met their interpreter Bigilas travelling back to Attila’s court whom he had dismissed earlier. When they had initially left Constantinople, Chrysaphius had persuaded Edeco to kill Attila. Edeco had arrived in Constantinople the previous spring as a Hunnic ambassador and was now returning to Attila’s camp along with Maximinus and Priscus. Edeco a faithful and trustful servant to Attila had revealed the details at once. When Bigilas arrived he was immediately set upon by Attila’s men a nd a bag with 50lbs of gold was found in his possession. It was the reward money to Edeco if he had succeeded in killing Attila. Bigilas’ son was threatened with death if he did not come back with another 50lbs of gold. Attila sent his Roman secretary Orestes as a Hunnic ambassador to Constantinople with the empty bag around his neck. His instructions were to ask Theodosius if he recognised the bag. Priscus gives a clear account of the humiliation when he states â€Å"Eslas was to say directly that Theodosius was the son of a nobly born father, and Attila too was off noble descentwhereas Attila had preserved his noble linage, Theodosius had fallen from his and was Attila’s slave bound to the payment of tribute†. Attila had succeeded at psychologically humiliating Theodosius. Furthermore, as the interpreter returned with the 50lb of gold to free his son, Attila had gained more subsidies in the form of 100lbs gold even though the two sides were at peace. Priscus observed an interesting point at Attila’s court. He noticed Attila was asking western ambassadors to hand over a silver plate dealer who resided in Rome, named Silvanus. Attila claimed Silvanus had stolen gold vessels from him. Silvanus maintained he had bought the vessels from Attila’s secretary Constantius. Attila had Constantius crucified and called for the surrender of the Silvanus. The Roman General Aetius refused Attila’s demand. Aetius declared that Silvanus was Constantius’ creditor, despite the fact that he did offer to pay for the price of the vessels he would not hand over the innocent Silvanus. Attila had got his pretext to wage war in the west. Moreover in c.450 a Frankish succession crisis brought about a situation where one claimant appealed to the Huns and the other to the Vatican. In 451 Attila left the Hungarian plains and turned westwards to Gaul. The Hunnic invasion of Gaul was accompanied by allies such as the Rugian, Gepid, Burgundian, Scirian, Thuringian and Franks. They initially swept away defenceless cities such as Metz and Constantine’s’ old Imperial city at Trier. At the city of Orleans they met heavy resistance from the Alans who were in the service of the Romans. Aetius and Theodoric along with several other mercenary tribes manage to lure Attila away from Orleans. The following month was the Battle of Chalons on the Catalaunian fields. The battle of Catulaunian Fields is regarded as one of the decisive battles of the western world. Attila’s army was defeated by Aetius who represented the incapable Western Emperor Valentinian. Both sides suffered heavy losses, the Gothic king Theodoric had been killed in the battle. Aetius advised Theodoric’s’ son Thorismud to return home to defend his claim to the throne, as a result disabling Aetius’ pursuit of the battle against the Hunnic alliance. Attila retreated back to the Hungarian plains to plan his next move. Within a year the Huns were on the move again. The Western Emperor Valentinian’ sister Honoria had been caught having an affair and was bethrothed to another man named Herculanus. She sent her eunuch Hyacinthus to Attila before he entered Gaul offering herself as his wife and half the western Empire as her dowry. She had sent her ring as proof of her commitment. Attila waged war on Italy in 452 on the pretext he was entitled to half the Western Empire. Attila pillaged the wealthiest cities in northern Italy most notably Aquileia and Milan. When he was marching towards Rome papal legend claims Pope Leo persuaded him to abandon his plan and not to attack Rome. More practical issues would be his incompetence in preparing a supply line of food for his huge army. It could also be said the army was suffering from breakouts of various diseases. Furthermore an Eastern Roman General also named Aetius had invaded Attila’s kingdom. Nonetheless, Attila decided to return home to his vast Empire north of the Danube where he died the following year on his wedding night. The Huns had been inadvertently responsible for creating the instability the Western Empire now faced. Attila’s predecessors had forced, Germanic, Alans, Suevi and other tribes into the Empire for sanctuary. In 376 the Romans were beseeched by Goths north of the Danube to be admitted into the Empire who had been retreating under Hunnic Pressure. They had been driven from their lands by the Huns and were now crossing the Danube to reach the Empire. When the Goths were admitted into the Empire during the late fourth century, the authorities gave them food and land to cultivate. The Eastern Emperor Valens viewed them as foedearti and more taxes; this would benefit the army and treasury alike. Moreover the rich landowners would benefit from their labourer. Too many refugees came across for the Romans to count, but it may possibly have been in the tens or hundreds of thousands. Many were dispersed to whether they were needed to stop them becoming a threat to the Empire. The displacement of the Goths by the Huns and acceptance by Emperor Valens is often viewed as the beginning of the end for the Western Roman Empire. The invitation quickly turned to attempted invasion when the Romans in the east suffered their worst defeat in 600 years at the battle of Adrianople in 378. The Goths led by king Fritergen killed the emperor Valens; not until the ninth century would another emperor die in battle. They slaughtered two thirds of the Eastern Roman army. It was a self inflicted wound, near crippling the east. If the Goths had been treated better in the east, they may have helped the Romans face the Hunnic hordes already closing in from the Steppes. Furthermore slightly more than three decades later the Visigoths led by Alaric would sack Rome in 410. These two conquests in the east and west is evident the once mighty Roman Empires glory days were almost at an end. By the time the Huns had turned west from the Hungarian plains into Gaul, the west was already a weakened Empire through lose of land, taxes and military power. By the time of Attila’s arrival the Western Empire was dominated by barbarian tribes. Germanic forces had fought and weakened the empire in northern Gaul. Consequently it seems to have become a patchwork of territories ruled by unrecognised chiefs, leaders whose authority was based upon Roman titles, and barbarian warlords. The tribes were dominant enough to conduct their own foreign policy and more importantly, alliances, without Roman approval. For example Theodoric married his one of his daughters to the heir of the Vandal throne and another to the Suevic king. In Gaul 406, 408, and 411, the Romans had fought among themselves and suffered heavy losses. Supported by the Huns in 425 they suffered further losses at the hands of the Vandals. In 439 Aetius was fighting the Goths in Gaul in and restoring order against local rebels named by Romans as Bagaudae at Aremorica. Geseric took advantage and took Carthage by surprise. Due to the manpower crisis the Empire could not afford to fight on two fronts. To protect Carthage, Aetius had to make peace with the Gothic king Theodoric to free himself in order to fight the Vandals. Aetius had increasingly become heavily depended upon recruiting barbarian allies outside the Empire.. Attila made unsuccessful attempts to extract wealth from the west. Attila’s campaigns can be measured as successful through his tactics, his ability to lure the Romans into war on a pretext. He tended to act diplomatic by negotiating treaties then he would dishonour his own treaty and blame the Romans, Attila repeatedly used the issue â€Å"fugitives† as a case to wage war. Attila’s success can be measured on his achievements through the raising of subsides with each treaty. Attila achieved what he had set out to do from the start and that was to get as much money from the Romans as possible. Attila never wanted to conquer Constantinople or Rome. He wanted to extract as much subsides as he could. The Eastern Empire collected taxes from Egypt to Asia Minor and the Huns had no navy to uphold this lucrative adventure. It was easier for them to collect of the Romans. His successful campaigns were planned strategically. His campaigns can be measured by breaking up an important joint East-West enterprise to save Carthage. This is also the case in the west. He knew it was in a factional position and politically unstable. It was an opportunity Attila Seized upon. Attila campaigns were thought out in advance and sometimes long before the enemy realised. Attila could also be tactful; evident to this was shown hen Attila humiliated Theodosius. [ 1 ]. W. Bayless, The Treaty with the Huns of 443. in The American Journal of Philology, Vol. XCV11, No. 2 (1976), p.178 [ 2 ]. W. Bayless, The Treaty with the Huns of 443., p.177 [ 3 ]. P. Heather, The fall of the Roman Empire: A new history of Rome and the barbarians (USA, 2006), p.301 [ 4 ]. E. Gibbon, (2012-05-12). History of the Decline and fall of the Roman Empire Volume 3 (Kindle Locations 3917-3922). . Kindle Edition. [ 5 ]. P. Heather, The fall of the Roman Empire, p.301 [ 6 ]. W. Bayless, The Treaty with the Huns of 443., p.177 [ 7 ]. E. Gibbon, (2012-05-12). History of the Decline and fall of the Roman Empire Volume 3 (Kindle Locations 3998-4001). . Kindle Edition. [ 8 ]. W. Bayless, The Treaty with the Huns of 443, p.178 [ 9 ]. P. Heather, The fall of the Roman Empire, p.302 [ 10 ]. R. Blockley, â€Å"Dexippus and Priscus and the Thucydidean account of the siege of Plataea†. in Phoenix, Vol. XXV1, No. 1 (1972), p.25 [ 11 ]. R. Blockley, â€Å"Dexippus and Priscus and the Thucydidean account of the siege of Plataea†, p.25 [ 12 ]. W. Bayless, The Treaty with the Huns of 443., pp. 176-179 [ 13 ]. B.Croke, The Context and Date of Priscus Fragment 6. Classical Philology, Vol. 78, No. 4 (Oct., 1983), pp. 297-308 [ 14 ]. W. Bayless, The Treaty with the Huns of 443., pp. 176-179 [ 15 ]. P. Heather, The fall of the Roman Empire, p.302 [ 16 ]. P. Heather, The fall of the Roman Empire, p.302 [ 17 ]. Medieval Sourcebook, â€Å"Priscus at the court of Attila† (http://www.fordham.edu/Halsall/source/priscus1.asp) (30 Nov. 2012) [ 18 ]. Medieval Sourcebook, â€Å"Priscus at the court of Attila† (http://www.fordham.edu/Halsall/source/priscus1.asp) (30 Nov. 2012) [ 19 ]. P. Heather, The fall of the Roman Empire, p.324 [ 20 ]. Medieval Sourcebook, â€Å"Priscus at the court of Attila† (http://www.fordham.edu/Halsall/source/priscus1.asp) (30 Nov. 2012) [ 21 ]. G. Halsall, Barbarians Migrations and the Roman West 376-568 (UK, 2007), p.250 [ 22 ]. P. Heather, The fall of the Roman Empire, p.324 [ 23 ]. G. Halsall, Barbarians Migrations and the Roman West, p.253 [ 24 ]. E.A. Thompson, Romans and Barbarians, p.16 [ 25 ]. G. Halsall, Barbarians Migrations and the Roman West, p.252 [ 26 ]. G. Halsall, Barbarians Migrations and the Roman West, p.252 [ 27 ]. G. Halsall, Barbarians Migrations and the Roman West 376-568, p.254 [ 28 ]. P. Heather. The Huns and the End of the Roman Empire in The English Historical Review, Vol. 110, No. 435 (Feb., 1995), p.11 [ 29 ]. J. Moorhead, The Roman Empire divided 400-700 (UK, 2001), p12 [ 30 ]. E.A. Thompson, Romans and Barbarians: The decline of the Western Empire (USA, 1982), p.16 [ 31 ]. J. Moorhead, The Roman Empire divided, p.12 [ 32 ]. J. Moorhead, The Roman Empire divided, p.62 [ 33 ]. G. Halsall, Barbarians Migrations and the Roman West, p.243 [ 34 ]. G. Halsall, Barbarians Migrations and the Roman West, p.247 [ 35 ]. G. Halsall, Barbarians Migrations and the Roman West, p.245 [ 36 ]. G. Halsall, Barbarians Migrations and the Roman West, p.254 [ 37 ]. J. Moorhead, The Roman Empire divided, p.53

The Life of my Dog Precious Essay -- Personal Narrative Pets Family Es

The Life of my Dog Precious Within the animal kingdom, few animals have the characteristics to co exist with humans. Dogs, however, are the exception. For centuries dogs have been known as man’s best friend. Throughout the test of time dogs have proven to be the most loyal and the truest friends. â€Å"Dogs are not just our proverbial best friends in the animal world but probably our oldest† (Phillips 12). With this in mind I understand the reason that my dog Precious is my most treasured and loyal friend. On December 24, 1993 I opened my mom’s purse to get some Tylenol and out popped a little puppy. Its fur was soft and blonde, she had freckles on her nose, and she had droopy eyes. It was a Cocker Spaniel. She was so adorable that my family and I decided to name her â€Å"Precious.† She was the greatest present anyone could have asked for. Precious, unlike most dogs, has lived an incredible life. She has been dog knapped three different times and taken to Georgia each time. She has been shot, ran over by a car, and experienced many other life threatening experiences. This dog has been through it all. After having her only two weeks, we decided to visit my grandmother. Precious did not like o be left alone, so when I looked around and noticed she was nowhere to be found, we all got a little worried. My family and I started searching all over the house. Finally, my grandmother heard a weird noise coming from the bathroom. Sure enough, it was Precious. She fallen in the toilet while trying to drink out of it, and could not get out. Thanks to my grandmother’s great hearing, Precious did not drown. Throughout Precious’s puppy years we had to repair many things that she destroyed. One ... ...eorgia. Last summer, right before I left to come to school, Precious was once again missing, and I was once again crying my eyes out. Instead of contacting our police or even driving down to Georgia, my parents contacted the police force in the area where the renters lived. They had an officer on dispatch drive by to see if they saw a little blonde Cocker Spaniel and there she was sitting in there lawn. The policeman told the people why he was there and quickly brought Precious home. One might think that dogs do not live an exciting life, but Precious has been on more road trips and lived through many life-threatening adventures than most humans. She is a wonderful pet and a great best friend. Obviously, she is adorable because she was stolen three times. She means the world to me and I do not know what I will do when she is gone for good.

Clif Bar Marketing Plan

TABLE OF CONTENTS Executive Summary †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 3 Situation Analysis – Background †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 5 SWOT Analysis †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 7 Key Problem to be Solved †¦Ã¢â‚ ¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ Key Strategic Campaign Decisions – Objectives †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 10 Target Audience†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 11 Brand Position†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚ ¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 12 Campaign Strategy†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 3 Media Strategy – Objectives †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 15 Selection†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 16 Media Planning and Buying †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 17 Message Strategy †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 9 Objectives, Selling Premise †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 20 Big Idea†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦.. 21 Other Marcom Tools†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 21 Campaign Management †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 3 Appendix A†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 27 Appendix B †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 28 Appendix C †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ †¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 29 Appendix D†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦. 0 References†¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦Ã¢â‚¬ ¦ 31 1 Executive Summary Clif Bar products are delicious, healthy, organic and convenient sources of nutrition. All of Clif Bar's products are at least 70% organic and free of trans fats, hydrogenated oils and high fructose corn syrup (Clif Bar & Company, 2013). As the natural and organic food market continues to grow in popularity, Clif Bar has a promising opportunity for growth. Another important market in the health food category is smoothies.This market is expected to reach $9 billion by 2015, and this type of product is increasingly sought after by consumers (Global Smoothies, 2010). In fact, 71% of consumers will purchase a beverage away from home more than twice a week (Technomic, 2012). Healthy and organic foods and beverages have expanded out of health food stores and into mainstream grocery and convenience stores. Clif Bar has proven success in expanding its selection to products other than bars with its line of energy gel shots. Increasing international growth and commitment to the environment and their employees are major strengths for the company.Growth opportunities are present in the organic market, which is projected to grow 9% (Scott-Thomas, 2012), and the smoothie market, which will see a potential growth of 1. 6% through 2013 ( Technomic, 2012). Some of the weaknesses facing the company are its narrow target market in the organic product industry and lack of traditional advertising. Major competition from Odwalla and Naked Juice are threats to growth and the volatile market for fruit and other natural ingredients may cause unpredictable price increases and as well as an unpredictable future.Also, shifts in popularity of the trendy organic product movement may cause a decline in future revenues. However, both the smoothie and the organic/health food markets are growing rapidly and Clif Bar can secure a larger share in these markets with the introduction of Simply Clif. 2 Advertising efforts for Clif Bar have traditionally focused on social media and event support. The company aligns itself with promotions and activities that involve being active and supporting the community and the environment.Social media, magazine advertisements, a billboard, and a responsive website will be the main media used to introdu ce Simply Clif to the target market of adults in the age range of 18-40 who are concerned about health and are not overly cost conscious. Campaign effectiveness will be determined by brand awareness, sales volume, and the number of unique visitors to the website. A good return on investment (ROI) will determine the overall effectiveness of the initial campaign. The goals of the campaign are to introduce Simply Clif to the target audience and increase overall awareness of the Clif Bar brand.The key advertising problem that needs to be considered is the fact that Simply Clif is a refrigerated product and will be located in different sections of retail stores than the other Clif products. This problem will be addressed, in part, by promoting Simply Clif on existing bar product packaging. The marketing strategy will also increase awareness of the new brand and its location. The marketing strategy consists of print media (billboards and magazine ads), social media (Facebook, Twitter, Pin terest,YouTube), and other marcom tools to reach the target audience and create brand awareness for Simply Clif. 3 Situation Analysis Company Background The idea for Clif Bar & Company started with a bike journey by owner and founder Gary Erickson. After eating several of the competitor’s bars along the ride, he thought â€Å"I can make a better energy bar than this† (Schmidt, 2005). This is famously known as his epiphany and after two years of experimenting in his mother’s kitchen, Gary finally created a bar that is now the driving force behind a largely successful American company, Clif Bar.Clif Bar, named after Gary’s father Clifford, was first introduced in September 1991 at a bike show in California. The original Clif Bar was produced in three different flavors and the company enjoyed a first year success of $700,000. By 1997 Clif Bar surpassed the $20 million dollar mark. The company continues to lead the market in organic energy bars (Clif Bar & Co mpany, n. d. ). The Clif Bar business model is founded on five aspirations: sustaining the planet, community, people, business, and brands. Today, Clif Bar is produced and sold to a wide variety of target markets including men, women, and children.Some of The Clif Bar brands include: Clif Bar, Clif Kid, Clif Shot and Luna Bar, which is made for women. Currently, Clif Bar produces eight brands and offers many unique flavors of each (Clif Bar & Company, n. d. ). Market Trends Clif Bar manufactures and markets its products as being at least 70% organic. The organic market is projected to continue its growth through the year 2015. Organic food sales, which represent 4. 2% of all U. S. food sales, are up 4% from 2010. Sales of organic food products increased 9. 4% in 2011 (Scott-Thomas, 2012).This growth has been driven mainly by increased consumer interest in health and environmental issues. 4 The smoothie market will continue to experience substantial growth in the upcoming years. Acco rding to Global Industry Analysts, Inc. (GIA), the smoothie market is projected to reach $9 billion by 2015 (PRWeb, 2010). This is a market that cannot be ignored by companies that manufacture healthy, organic products such as Clif Bar. In a recent survey conducted by Technomic, seven out of ten consumers will purchase a beverage away from home more than twice a week, which is up 66% since 2010 (2012).Fueled by the success of the Clif Shot energy gel products and proven ability to market items other than organic energy bars, the company has a large opportunity to develop and market a new product that will help further its line of healthy foods and beverages. Regulatory Issues To protect the integrity of the Certified Organic seal, the Organic Standards Protection Act was introduced into legislation in 2012. This act would protect the integrity of the USDA’s National Organic Program seal and filter out any imposter that puts the organic industry and the organic brand at a disa dvantage.This bill, however, was not enacted after its introduction to Congress on June 12, 2012 (News Desk, 2012). Marketing Efforts Although not known for its large marketing budget, Clif Bar has done a fair amount to promote the brand and support the community. In 2011, the company launched the â€Å"two-mile challenge† which aimed to replace 100,000 car trips with bike travel between May 12th and October 31st. For this challenge, Clif Bar aligned themselves with such organizations as Alliance for Biking and Walking, Safe Routes to School, and 350. org.The company has also contributed $100,000 in total to support this cause (Hyde, 2011). 5 Another recent marketing campaign involved Twitter. Users tweeted (with geo-tag) their location to the company and were sent a coupon for the company’s Clif Mojo Go product (Treacy, 2012). Users were also entered into a drawing to win a Garmin GPS watch or other adventure gear (Treacy, 2012). In an effort to keep its product line fresh and contribute to a good cause, the company introduced three different seasonal bars: Spiced Pumpkin Pie, Iced Gingerbread, and Peppermint Stick.These bars are offered through the end of December. Clif Bar donates 1% of the net sales from these products to the Winter Wildland Alliance (Clif Bar & Company, n. d. ). Although Clif Bar does not spend the majority of its advertising dollars on traditional television and print media, the company does aim their campaigns at giving back to the community and helping the environment. SWOT Analysis Strengths: Gary Erickson founded Clif Bar in September 1991. Since its inception, the company has been committed to creating a healthy and clean environment.Clif Bar provides its employees with excellent working conditions and was voted the 12th best company to work for by Outside Magazine in 2012 (Megroz, 2012). Starting in February 2012, Clif Bar expanded its international reach by offering its products in Japan. Weaknesses: Clif Bar has fac ed many challenges since it introduced its products to consumers. Clif Bar is only focused on the production of healthy and organic products. The company has a limited target market of 22-45 year old men who generally have a high disposable income. Clif 6Bar’s advertising budget is lower than most of its competitors, making it hard to gain brand recognition. Opportunities: There are many key opportunities for Clif Bar to take advantage of in the coming years. First, the company has seen growth internationally with the introduction of its products in Japan. Also, the organic market is projected to see a significant 9% growth in 2013 (Scott-Thomas, 2012). With the introduction of Simply Clif all natural 100% organic smoothies, the company can now take advantage of another profitable market.The smoothie market is projected to reach $9 billion in 2015 (PTM Consulting, Inc. , 2010). Threats: A threat for Clif Bar is major competition in its market. Odwalla and Naked Juice are majo r players with large advertising budgets and established brand recognitions that Clif Bar has to pay attention to. Along with increased competition, eating trends amongst consumers are also changing. Consumer eating trends adapt leaving Clif Bar with a new target market. Since Clif Bar has gone global, fuel and shipping costs are on the rise.The organic market is profitable today and for the projected near future, but it might not always be that way. Competition The market for healthy organic foods continues to grow. Clif Bar is immersed in a very competitive market with well-known Odwalla and Naked Juice (Callahan, 2010). After a decision not to sell the company to Quaker Oats, for a reported $120 million in 2000, Clif Bar has continued to hold their own with the other major companies that it competes with (Wu, 2010). Clif Bar continues to gain market share within the nutrition bar manufacturers, and has recently seen a growth of 1. % in dollar share to an overall 9. 7% increase in 2011 (CSP, 2011). 7 Clif Bar continues to operate today as a privately held company with an estimated 311 employees (Clif Bar & Company, n. d. ). Key Problem to Be Solved Clif Bar generally has a large shelf display within stores like REI, Kroger, and Life Time Fitness. This large display allows the brand to stand out amongst its competitors and alert customers of new products. Those who are loyal to Clif Bar know exactly where to find the product in stores they typically frequent. Simply Clif will be released with a new logo and will be treated as a completely separate entity from the bar. The new product will also target the existing customer base. Organic beverages that need refrigeration are located in a particular area of the store; with a new logo and a new location, Simply Clif will need to find a way to stand out on its own and play on the brand awareness generated from years of success in the bar industry. Directing consumers to multiple areas presents a challenge, but ità ¢â‚¬â„¢s a challenge that Clif Bar aims to overcome through its Simply Clif marketing strategy. Key Strategic Campaign DecisionsObjectives The objective of this campaign is to capture a substantial portion of the fruit and vegetable drink market from companies such as Naked Juice and Odwalla. Simply Clif will focus on providing their key demographic, consumers 18 to 40 years of age, with an innovative new beverage that sets them apart from others in the market. This demographic plays an important role in marketing the product. Simply Clif has the perfect product for the active adult and his/her family. Making consumers aware of the portability of this beverage will allow them to see that this is the ideal product for the gym, work, or school. Clif Bar & Co. eels that limiting initial advertising expenses is necessary to prevent over-extension and unnecessary costs. Simply Clif will use a multitude of marketing media tools to sell the product. By using magazine advertisements, billbo ards, social media and other product displays Simply Clif will create a strong brand awareness and keep advertising costs at a minimum. As the noise level grows around the brand other, Simply Clif will explore the possibility of larger advertising venues such as television commercials. 9 Simply Clif will institute a one-year review of performance and the effects of advertising on the bottom line.If market share growth and brand awareness increase at a strong rate, Simply Clif will look to add to the successful portions of the existing strategy and remove those they are not paying dividends. Clif Bar would like to capitalize on the 3%, two-year decline of the 100% fruit juice market. With consumers ditching 100% juice due to the high sugar content, Simply Clif believes capitalizing on vacated market share is attainable (Euromonitor International, 2012). Simply Clif has the perfect product at the perfect time and is looking forward to a successful product launch.Target Audience Focusi ng on men and women ages 18-40, Simply Clif’s primary target market is broader than Clif’s current target market of men ages 22-45. Simply Clif’s target audience will consist of people that care about their health and will focus more on quality than price. After the initial oneyear campaign, we, as the ad agency, hope that Simply Clif will be profitable enough to start using television ads along with social media to start reaching a more defined target market. Simply Clif’s secondary target market will be defined as active adult men, women and growing families.Simply Clif ad campaigns will target the parents who will buy Simply Clif for themselves and share with their children. Simply Clif’s target audience of adults 18 to 40 consists of 112. 8 million people and about 36. 5% of the U. S. population. This target audience also includes 73% of the U. S. population under the age of 18 (Meyer, 2001). Targeting is how a company designs a specific commun ication strategy to match the audience’s needs and wants and position a product in the best ways to match those needs and wants (Moriarty, Mitchell, & Wells, 2012).Simply Clif’s initial campaign will consist of product displays in the stores that sell Simply Clif and Clif Bars. Additional advertising will be 10 billboards, magazine ads and social media. As Simply Clif brand recognition grows, so will sales and the capital to go after the more specific target audience of active parents and their active kids through television commercials and social media outlets. The second campaign will focus more directly on the active adults ages 25-40 with active children ages 5-17.As of 2010, there are 81,345,554 U. S. citizens between the ages of 25 and 40 years of age, which consisted of 26. 4% of the U. S. population. That same year, there were 61,297,467 U. S. citizens between the ages of 5 and 17, which was 20. 4% of the population (Infoplease, 2010). These key groups are beco ming more health conscious and are making healthier life choices for themselves and their children. About 24% of the Echo Boomers (ages 18-34) and Generation X (ages 35-46) are limiting their daily intake of sugar and sodium (Bouchard, 2011).This campaign will focus on men and women between the ages of 18 and 40 by strategically placing commercial advertisements on sporting events, television programs, and social media outlets. Brand Position Simply Clif is being positioned as a health conscious, environmentally friendly company. The company uses recyclable materials and hopes to sponsor sporting events to further position itself as a healthy brand. Simply Clif competitors’ products in the smoothie market are sold in the same stores where Simply Clif will be sold, and as such, intend to take a portion of that market share.Simply Clif is a nutritious fruit smoothie drink that comes in different flavors that will quench your thirst and appetite at the same time. This new produc t is not meant to compete with products like weight loss supplements, but instead with fruit and vegetable drinks. Simply Clif will eventually become the healthiest choice on the shelf. 11 Campaign Strategy After analysis of the current state of Clif Bar & Company, we have determined that Clif Bar is in a position to succeed in introducing the Simply Clif brand of organic smoothies.The SWOT analysis indicates strong growth of both the smoothie market and the organic foods market. Consumer interest in healthy, organic, delicious and environmentally friendly products will continue to rise in the future and the Simply Clif campaign strategies are aimed at securing a portion of the market share from direct competitors such as Odwalla and Naked. Strategy #1: Brand Awareness Providing brand awareness to the target audience will be essential to informing the public that there is another option other than juice and sports drinks.The smoothie will be a little more like a small meal or snack than just a healthy drink. This also provides an opportunity for Simply Clif’s healthy smoothie drinks to obtain their initial brand recognition and grow within Simply Clif’s first year of operation. Print ads will be the primary form of advertising. Strategy #2: Flavor Options One of the goals of the campaign will be to provide awareness of the smoothie flavor options. The target consumers will also need to be educated on the differing nutritious flavors that will eliminate hunger, satisfy thirst, and provide an enjoyable taste.Print ads, social media and sampling will be used in this effort. Strategy #3: Location of Product There will be a strong concentration on product and advertising placement. Location of products and ads will be in target consumers’ view at eye level in party stores, gyms, gas stations and health food stores. 12 Strategy #4: Expand Target Audience This campaign will expand the target market to both males and females. Clif Bar’s cur rent market are males, ages 22 to 45, with high disposable income. Expanding to a target audience that value the commitment to clean, healthy living environments, which match the lient’s goals will include males and females ages 18-40. This campaign will also educate the target audience of all the benefits Simply Clif Organic smoothies provides to the consumer. Advertising the organic ingredients should appeal to the female audience along with getting the smoothies to their families. Strategy #5: Gain Market Share Simply Clif will take a portion of the market share from companies like Naked Juice and Odwalla while at same time, providing the target consumer with a different type of drink that separates itself from the juice and vegetable market.Clif Bar plans to be the first energy bar company to introduce a smoothie line, which will provide the client with a competitive advantage. Depending on how much market share the smoothies gain in the USA, the client can aim to launch the smoothie product in Japan in 2014. Japanese culture is more focused on selfimprovement. This should provide high brand awareness with the launch of Clif Bar in 2013. The growing international market share is a great opportunity for the client. Marcom Tools Print media ? Billboards near gyms, sport arenas, cafes, highways near large businesses: viewed by consumer base ?Sports and health and fitness magazines ads: distribution 13 Social media ? Social media and mobile presence: tech savvy target market, word of mouth through social media – Twitter, Facebook, Pinterest, YouTube ? Displays with sampling the new smoothies: sporting events, health stores, grocery stores Other Tools ? Coupons: placed in magazines, emails, post cards and other products currently sold by Clif Bar product line ? SQR codes: provides coupons and fun bits of information of how Simply Clif helps benefit consumers’ lives. ? Also, advertising on Clif Bar’s organic smoothie bar already in ci rculation.Simply Clif is being positioned as a health conscious, environmentally friendly product. The client uses recyclable materials that will also be used by in the development of other Simply Clif products. Simply Clif also hopes to start a new market for healthy, meal like smoothie drinks that are not a weight loss product. Media Strategy Media Objectives The objective of simply Clif’s media strategy is to reach its target audience that consists of 18-40 year old adults searching for healthy ways to live their lives. This target watches what they eat and they live healthy active lives.They prefer to eat a balanced healthy diet that includes 14 100% organic foods. Simply Clif will reach a large percentage of its target audience in different ways throughout a one-year span. One way it will reach its target is through health management magazine ads. There will also be Billboard ads on busy freeways such as I-96 and 275. Another way is through Social Media, by hiring Ignite Social Media for one year. Lastly, through a responsive theme website that will help Simply Clif’s audience familiarize themselves with better eating and living habits.Media Selection The ads in health and fitness magazines will help Simply Clif reach a large portion of the target audience. Simply Clif’s target audience is technologically savvy and use social media outlets and the Internet often. This is how Simply Clif will increase brand awareness and utilize use-word-of-mouth advertising. Ignite Social Media will be hired to help Simply Clif reach their target through social media. When people see a friend mention Simply Clif organic smoothies on their Facebook page, they will pay better attention to it the next time they see Simply Clif’s products.Ignite Social Media will help Simply Clif by featuring sports competitions and having Facebook and Twitter fans tag themselves allows their friends and families to see the pictures. YouTube would also be a great w ay to get Simply Clif’s name out there; by creating a contest where customers need to come up with creative ideas that are â€Å"simple and organic† once these videos are posted the customers are actually helping Simply Clif spread their brand by posting their own videos on showing their friends and family members.The winner will win a year’s supply of Simply Clif Organic Smoothies and their video will be posted on the responsive theme website. 15 Another way of reaching Simply Clif’s target audience is by helping to sponsor a marathon in the summer. Taking pictures and posting them throughout Simply Clif’s social media outlets allows the people participating to see their achievements and also to show off their efforts to their friends and family members. The billboards will be placed on roads where they can be easily seen, especially during rush hour.The billboards will have the catchy phrase â€Å"Simply Awesome† that is easy to read and r emember. The simplistic design of the billboard reflects the overall appeal of Simply Clif smoothies. Lastly, the responsive themed website will allow Simply Clif’s users to use the website with ease and clarity allowing them to enjoy every part of the website. These marketing strategies will get the Simply Clif name recognized and help reach Simply Clif’s target audience. Media Planning and BuyingMagazines According to Media Broker International (MBI) website, â€Å"NATURAL SOLUTIONS Magazine is a USA magazine covering Health. Natural Solutions, formerly entitled Alternative Medicine magazine, is a source of information on alternative therapies and products. It guides and inspires its readers to make informed decisions about their health and well-being in every facet of their lives. Natural Solutions magazine is the most trusted source readers turn to for help in making decisions about their health and wellbeing† (MBI, 2013).The magazine is issued to ages 18-54 and is issued nine times a year, with a total circulation of 225,000. A black-andwhite advertisement that is two-thirds of a page will cost $10,820. 00 per issue. Simply Clif will distribute advertisements in four issues of Natural Solutions magazine. 16 MBI also states â€Å"FITNESS delivers strategies and tools that help women make little changes to achieve big success. With a â€Å"you-can-do-it attitude†, our workouts, health and beauty advice, diet plans and success stories motivate readers to get strong in mind, body and spirit.The magazine empowers women to embrace fitness as a lifestyle — not an age or dress size — and to change the conversation from â€Å"skinny† to â€Å"healthy†Ã¢â‚¬  (MBI, 2013). This magazine is issued ten times per year, to ages ranging from 18 to 64, and circulates 1,500,000. A half-page ad with four colors will cost $98,490 per issue. Simply Clif will distribute advertisements in four issues of Fitness magazine. Lastly, MBI stated, â€Å"PARADE'S HEALTHYSTYLE fresh dynamic, approach to the latest health, food,fitness and nutrition information (2013).It gives you insight into the latest about the healthy recipes and lifestyle you need to adapt to discover a newer you. Parade healthy lifestyle addresses issues like men's & women's health issues; tackling the peculiar problems that they encounter† (MBI, 2013). PARADE’S HEALTHYSYLE reaches an audience from ages 25 to 54; the magazine is issued 11 times per year and circulates 8,000,000. A half-page ad with four colors will cost of $163,200. 00 per issue. Social Media Ignite Social Media will have a great deal of impact on Simply Clif’s social media.As mentioned before they will have special events that will connect them to Simply Clif and the rest of their target market. Ignite Social Media will also be in charge of all the social network site editing and ensuring the information is up-to-date. Ignite Social Media will be h ired for 1 year at a total cost of $15,000. 17 Responsive Themed Website Lastly, the responsive theme website allows the viewer to view Simply Clif’s website at any size on their screens, they can maximize the screen and be able to see the entire website including all the ads.If the viewer decided to minimize the screen slightly the website will re-adjust itself allowing the viewer to still view the entire website but with minor ads. Message Strategy Key Consumer Insight The brand message of â€Å"Simply Awesome† is designed to grab the consumer’s attention and drive the consumer to investigate the bold statement. The strategy of the campaign is to be simple and clean, but also deliver a bold message. The message is designed to reach a target audience of 18-40 year old health conscious men and woman by stating that Simply Clif is simple and healthy.The brand message is designed to be a teaser that will create curiosity and drive the target audience to investigat e why Simply Clif is â€Å"Simply Awesome† (Moriarty et al. , 2012). The target audience is looking for new products that have simple, organic ingredients that help them maintain their already healthy lifestyle. The target audience will be motivated to purchase Simply Clif because they are looking for healthy, organic foods that taste good. The Simply Clif campaign will feature three different product flavors that will appeal to the target audience.These three different flavor options will reinforce the premise that healthy foods can taste good and encourage the consumer to pursue healthier eating habits. The Simply Clif campaign is designed around the way our target audience attempts to live their lives, simple and clean. The campaign will â€Å"speak† to the target audience by introducing a product that contains only five natural ingredients, is gluten free, and is low in calories. 18 Main Objectives The main message objective is to successfully launch the new Simply Clif organic smoothie into the growing organic market by offering the target audience a healthy, organic beverage.The campaign will capitalize on an increased interest in organic products sold in the marketplace. The overall sale of organic food and beverages in the United States has grown from $1 billion in 1990 to $26. 7 billion in 2010. The sale of organic foods and beverages has increased by 7. 7% from 2009 to 2010. Also, the highest increase in sales during 2010, were organic fruits and vegetables, up 11. 8% through 2009 (Organic Trade Association, 2011). These dramatic increases in organic food sales indicate a growing interest in consumers wanting to live a healthier lifestyle.Secondary objectives of the campaign are to increase overall awareness of the product, highlight the fact that the Simply Clif Organic Smoothie is made of all natural ingredients, suggest the idea that the Simply Clif Organic Smoothie is a healthy meal replacement alternative, and to enforce that our p roduct is a higher quality alternative to Naked and Odwalla juices. The overall message of the campaign is to highlight the product as the highest quality, all organic smoothies on the market.Selling Premise The selling premise of the Simply Clif Organic Smoothie is to highlight the simple ingredients and healthiness of our product. The campaign will focus on â€Å"clean living† and the benefits of choosing an organic product over other non-organic products on the market. The Simply Clif Organic Smoothie is not only a healthy snack, but can be used as a meal replacement to help maintain a proper body weight or as a recovery drink after strenuous exercise. The campaign will enforce the benefit of choosing the Simply Clif product by explaining how the 19 roduct can help an individual live a healthier lifestyle by consuming organic products. Big Idea The Big Idea of the campaign is to introduce the new organic smoothie into the marketplace as a simple, healthy, organic and clean smoothie drink alternative to high-sugar and high-calorie drinks currently on the market. The campaign itself is clean and simple and designed to mimic the product. The goal of the campaign is to have the target audience connect with Simply Clif organic smoothies as a way to help them continue to maintain their active healthy lifestyle.Other Marcom Tools In addition to the planned billboards, social media promotions and print media advertisements placed in magazines, Clif Bar will also employ other marketing communication tools to enhance the campaign. Public relations activities, direct marketing, personal selling, sponsorships, point-of-purchase displays and special packaging features will also be used to engage potential customers and increase brand recognition. Public Relations Clif Bar will submit a press release to introduce Simply Clif to the public.This press release will be announced at the beginning of the next quarter and will contain information about the new flavors an d the benefits of drinking Simply Clif smoothies. Simply Clif will continue the Clif Bar tradition of supporting healthy lifestyles by encouraging outdoor activities and helping the environment. The company will continue to work with organizations like the Alliance for Biking and Walking, Safe Routes to Schools, and 350. org. 20 Direct Marketing The direct marketing tools will include SQR codes and social media.These SQR codes will be strategically placed on the magazine advertisements, smoothie packaging and on other merchandise offered by Simply Clif. SQR codes will provide coupons and information about how Simply Clif can help benefit consumers’ lives. Also, direct marketing will occur through the presence of social media. Simply Clif has created Twitter, Facebook, Pinterest and YouTube accounts. These accounts will help in providing information and special offers to the target audience. These accounts will provide more personal and engaging interactions with consumers.You Tube will be used to announce offers and show mini-commercials of athletes drinking the smoothie and others having fun in the outdoors. Social media outlets will also increase word-of-mouth advertising and the brand recognition of the new smoothies. Personal Selling Because Simply Clif is a new product, personnel will be hired to hand out free samples of the new smoothies. The free sampling will occur at sporting events, college campuses, in health stores, and grocery stores. Also free lanyards will be given out to consumers willing to try all three flavors.Sponsorships As part of the announcement of Simply Clif, it plans to sponsor a triathlon in midsummer along with swimming, BMX and Skateboard competitions. This will introduce the product to many athletes and consumers wanting an active lifestyle. These sponsorships will also hand out free merchandise, such as wrist bands, t-shirts, lanyards, and water bottles. 21 Point of Purchase Displays Large displays will be placed in locati ons where other Clif Bar products are currently sold. These displays will show the logo and provide the great benefits of the new smoothies.The displays will direct consumers to the refrigerated isle where the smoothies are sold. It will also provide a large SQR code to link the interested consumer to the Simply Clif website to gather more information and other offers. Unique or Special Packaging Coupons will be placed with advertisements in magazines, sent to consumers through email, sent on personalized postcards to consumers of Clif products. Also, peel off coupons will be placed on other products currently sold in the Clif Bar product line.Another sales tool that will be used is introductory pricing. This is a new product, so a discounted price will be used to entice consumers to try the product. Campaign Management Key Players Three roles will head up the media department: the art director, graphic designer and copywriter. The graphic designer is in charge of designing the maga zine ads that will be distributed (American Association of Advertising Agencies, n. d. ). The copywriter is in charge of creating and supervising the Simply Clif website.While working on their tasks, both the graphic designer and copywriter will give weekly reports to the art director to keep him/her informed of how the two areas are progressing. These reports will then be shared with the head of the marketing department. 22 Campaign Budget Media costs will consist of one-page ads in the following magazines: Natural Solutions, Parade's Healthstyle, and Fitness. Other media costs include a billboard, social media services provided by Ignite Social Media, and the newly developed Simply Clif website. Media Costs /3 page ad in NATURAL SOLUTIONS Magazine (4 issues @ $10,820 / issue) 1/2 page ad in FITNESS magazine = (4 issues @ $98,490 / issue) 1/2 page ad in PARADE'S HEALTHSTYLE = magazine (3 issues @ $163,200 / issue) Billboard on I-96 & 275 Hiring Ignite Social Media for 1 year Respon sive Theme Website Total Expenses = = = = $5,000 $15,000 $25,000 $971,840 $489,600 $393,960 = $43,280 For our services in creating this ad campaign, our agency will charge $95 per hour, making an eight-hour days’ worth of work cost $760. Also, since we will be purchasing and 3 orchestrating the various types of media for our client, Clif Bar, we will also be charging a 15% media commission fee totaling to $145,776 to be made payable to the agency (Janet Fazio Advertising, n. d. ). Evaluation of Effectiveness Evaluations will be conducted based on the target market that Simply Clif shares with other products of its kind. The target demographic of men and women 18 to 40 years of age was chosen because those people in that age group are more likely to engage in life-changing events such as eating healthier or having kids.Not only will Simply Clif satisfy the health food cravings of that age group, but it will also help in developing strong and healthy children. By segmenting dow n into this life-stage sect of the population, Simply Clif will not only appeal to the main target audience, but also secure product loyalty among future generations (Moriarty et al. , 2012). Other smoothie brands used to weigh the effectiveness of the campaign will be Naked and Odwalla. Both brands appeal to youth and will serve as acceptable benchmarks to measure the ad campaign’s effectiveness.Naked products are the more expensively priced of the two brands, with one 15. 2 ounce bottle retailing between $3. 19 and $3. 49 (The Nibble, n. d. ). One box of Odwalla’s smoothie product retails at $1. 49 (Beverage Industry, 2012). The size of the bottles affects the prices of the products, however, as Naked’s bottles are more than double the size of Odwalla’s bottles. Simply Clif bottles are 12 ounces and the retail price will be between $1. 49 and $3. 19 to provide the greatest value. Because the Clif Bar brand has not dealt in the smoothie industry yet, com paring the success of the campaign will be relatively simple.Evaluation of the campaign’s effectiveness will begin three months after the campaign has been introduced to the public. Effectiveness progress will be monitored every three months until the campaign has ended. At that time, a full 24 evaluation report will be conducted to judge the success of the entire campaign. If Simply Clif is successful in taking a portion of the smoothie market share from Naked and Odwalla, the campaign will be deemed successful. The types of metrics used to judge whether or not the campaign was effective

Managers’ Encouragement Essay

ACADEMIC INTEGRITY DECLARATION Breaches of academic integrity (cheating, plagiarism, falsification of data, collusion) seriously compromise student learning, as well as the University’s assessment of the effectiveness of that learning and the academic quality of the University’s awards. All breaches of academic integrity are taken seriously and could result in penalties including failure in the course and exclusion from the University. Students should be aware that the University uses text-matching software to safeguard the quality of student learning and that your assignment will be checked using this software. I acknowledge and agree that the examiner of this assessment item may, for the purpose of marking this assessment item: reproduce this assessment item and provide a copy to another Griffith staff member; and/ submit this  assessment item to a text-matching service. This web-based service will retain a copy of this assessment item for checking the work of other students, but will not reproduce it in any form. Examiners will only award marks for work within this assignment that is your own original work. I, hereby certify that: except where I have indicated, this assignment is my own work, based on my personal study and/or research. I have acknowledged all materials and sources used in the preparation of this assignment whether they be books, articles, reports, lecture notes, or any other kind of document or personal communication. I have not colluded with another student or person in the production of this assessment item unless group work and collaboration is an expectation of the assessment item. this assignment has not been submitted for assessment in any other course at Griifith, or at any other University or at any other time in the same course without the permission of the relevant Course Convenor. I have not copied in part or in whole or otherwise plagiarised the work of other students and/or other persons. I haven’t made this piece of work available to another student without the permission of the Course Convenor. Providing this declaration falsely is considered a breach of academic integrity. I have retained a copy of this assessment item for my own records. Acknowledged by: Enter nameDate:       (Signature) Where the item is submitted electronically Clicking â€Å"I Agree† constitutes an electronic signature for the purpose of assignment declaration compliance. STUDENT CONSENT (to be completed by the student before their essay, assignment or other work is uploaded to an internal/online learning University website or used for the purpose of moderation (not to be used if there is to be public access to the work) At Griffith the use of assessment exemplars by academic staff is encouraged to inform students’ understanding of the performance standards associated with learning and achievement in the course. An assessment exemplar is an authentic example, actual sample or excerpt, of student work that has been annotated to illustrate the ways in which it demonstrates learning, achievement and quality in relation to the intended learning outcomes (including graduate outcomes) for the course. Assessment exemplars may be made available in a range of ways. In order to collect assessment exemplars students are asked to consent, on every assessment item submitted, for their work, without disclosure of the contributor’s identity, to be used, and reproduced as an assessment exemplar for standard setting and moderation activities. I acknowledge that for the purpose of standard setting and moderation activities the examiner of this assessment item may wish to store, reproduce, annotate, and communicate my work to others, including future students, without disclosure of my identity. I consent to my Work, Enter title of Assignment itemwithout disclosure of my personal details, being stored, reproduced annotated and communicated within the University’s secure online learning environment. I do not consent to my Work, Enter title of Assignment itembeing stored, reproduced annotated and communicated within the University’s secure online learning environment. Acknowledged by:  Date:       (insert name here) Where the item is submitted electronically Clicking â€Å"I Agree† constitutes an electronic signature for the purpose of assignment declaration compliance. Several studies have been conducted on how managers’ encouragement of employee voice can lift well being and productivity. Do managers really help open the door for employee voice? ‘Managers’ encouragement’ is seen to be the support or direction given to employees from co workers who regulate worker behaviour. Through this professional relationship, managers may behave in a way that deters employees from engaging with their managers and their work, decreasing productivity and well being. Other issues within the contemporary workplace, such as job scarcity or the diminishing union presence, may also affect the well being of employees and may have a negative effect on businesses. Today’s work environment is very evolved. We live and work in a recognisably equal and fair society with very few big issues troubling workers. Or so it seems. Although that with the presence of unions and established organisations such as the FWC, a workplace without any idiosyncrasies is still, unrealistic. Competition for jobs is a pressing issue that may lead to a lack of confidence within the workplace. This lack of confidence can cause workers to feel invaluable and may, in-turn, suppress employee voice. â€Å"Many individuals do not work in an environment where they where they see it safe to speak up†(Millican, Morison and Hewlin, 2003: Ryan and ostrich, 1998) Although it may be beneficial for an organisation to receive feedback and knowledge from an employee, employees simply see ‘ the risks outweighing the benefits’.(Academy of management Journal 2007, Vol. 50, No 4, p869-884). In recent years, the number of unionised workplaces has slowly faded , along with the presence of unions themselves. In the UK alone, over the past 30 years, the percentage of union members has fallen from 58% down to 28% of the total workforce(Barrat 2009). Does this lead us to believe that the role of trade unions and unions alike also fade? (J Benson, 2002). Trade unions and similar organisations (such as the FWC) were put in place over 150 years ago to aid the working class citizens to stop employers from creating inhumane working conditions. In today’s work environment the role of unions is to negotiate with employers over terms and conditions of employment as well as employee salary. Unions also continue to help provide fair working conditions for employees and maintain economic interests for employees’ (Tannenbaum 1964). Will employee voice be further suppressed due to lack of union presence? ‘Employee voice can be describes in many ways, however in this case, Employee voice is: â€Å"A whole variety of processes and structures which enable, and at times empower, employees, directly and indirectly, to contribute to decision-making in the firm† (Boxall and Purcell, 2003: 162) A Managers professional obligation towards their company is their personal responsibility to assist in allowing their co-workers perform to the best of their abilities. Businesses and corporations are represented and established by their people, thus managers are upheld by their corporate social responsibility to perform (Ali M. Quazi, 2003 (D. J. Wood, 1991)). Managers’ utilize employees’ skills knowledge and efforts in an attempt to create the most efficient form of productivity. (R.Loudoun, RMcPhail, Awilkinson p27) The fact that this obligation to the business takes priority may alter Managers’ behaviour towards employees. Without the correct understanding of the employee, this can easily negatively affect the well being and productivity of the employee. â€Å"Engagement is about establishing mutual respect in the workplace for what people can do and be, given the right context, which serves us all, as individual employees, as companies and organisations and as consumers of public services.† Employee engagement is one of the fundamental pieces of a functional business and is a by product of successful employee voice. . â€Å"A ‘Good manager’ should be empathetic and open minded towards their co workers.† (Says R.McMaster – Employee @City beach DC) It is known that if a person takes time to invest an interest into another person, that person feels valued. (article by Cath Everett) The same goes for the workplace. As managers become closer to their co workers, a relationship of trust is formed, making the communication of information more efficient, therefore increasing productivity. Can employee voice within the workplace lift well being and productivity? It has been discussed whether or not employee voice is heard and/ or promoted along with other aspects of working conditions within the work place; However, does managers’ encouragement of employee voice lift well being and productivity? It is obvious that managers’ encouragement for employee voice positively effects well being and productivity. With the encouragement of employee voice, employee engagement is also lifted. With the correct management approach, ‘Performance and profitability can be transformed by employee engagement’(D McLeod, N Clarke). As an engaged member of a work force, an employee would be able to conduct themselves in a more efficient manner. With engagement comes interest and motivation, with that behind them, employees can work at their best to produce results. â€Å"Employees who are more engaged with their work are said to be more likely to behave in positive and cooperative ways† (Rees, C., Alfes, K. and Gatenby, M. (2013) ) The heightened engagement of employees positively effects all parties involved; better quality of work and a statistically greater productivity throughout the workplace can be achieved. References: http://www.hrzone.com/topic/managing-people/encouragement-managers-increases-staff-engagement/110457 . 2014. . [ONLINE] Available at:http://www.sagepub.com/wilton/Chapter%2010%20-%20Employment%20Relations.pdf. [Accessed 28 September 2014]. Rees, C., Alfes, K. and Gatenby, M. (2013) Employee voice and engagement: connections and consequences, International Journal of Human Resource Management, 24:14, 2780-2798. Wood, D.J. (1991), â€Å"Corporate social performance revisited†, Academy of Management Journal, Vol. 16, pp. 691-718. David MacLeod, Nita Clarke Engaging for success: enhancing performance through employee engagement. A report to Government Page 7, paragraph 2: http://dera.ioe.ac.uk/1810/1/file52215.pdf JAMES R. DETERT Cornell University ETHAN R. BURRIS University of Texas at Austin Academy of Management Journal 2007, Vol. 50, No. 4, 869–884 John Benson December 2002 Employee Voice in Union and Non-union Australian Workplaces 16 DEC 2002 Tannenbaum, F1951, Philosophy of labour, Alfred Knopf, New York. -1964, the true society: a philosophy of labour, Cape, London.