Presentation November 25, 2013 Findings & Recommendations Final - - PDF document

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Presentation

November 25, 2013

Findings & Recommendations Final Report

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TABLE OF CONTENTS

Overview

Executive Summary…………………………………………………………………….4 Scope of Work Summary……………………………………………………………....5 Project Assignment……………………………………………………………………..6 Methodology and Timeline……………………….……………………………….6 & 7

Findings

Survey Brief…………………………………………………………………………8 & 9 Primary Research: Survey Findings..……………………………………..……..10-28 Primary Research: Focus Group - Breakfast…………….………………………...29 Primary Research: Focus Group - Social Media……………………….……….....30 Opportunities from Findings………………………………………...…….………….31

Recommendations

Strategy #1: Kellogg’s Goes to College…………………………………….…32 & 33 Strategy #2: Go Somewhere Today…………………………………….….……34-37 Strategy #3: Facebook Sweepstakes………………………………………………..38 Alternate Strategies……………………………………………………………………39 Other recommendations………………………………………………………………40

Final Bill

Budget………...………………………………………………………….………….….41 Budget at a Glance…………………………………………………………………….42 Team Invoices……………………………………………………………….……..43-51

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APPENDIX

Scope of Work…………………………………………………………...…………………52-63 Raw Data: Open-Ended Survey Responses…..………………………………………64-136 Raw Data: Focus Group………………………………………………..………………137-153 Survey Approval Application………………………………………………………..…154-156 Background Research…….………………….…………………………………...……157-163 Works Cited………………………………………………………………………………...…164

¡ ¡ 4 ¡ Overview Executive Summary The purpose of Cardinal Consulting was to develop and recommend social media strategies and/or digital applications to VML/Kellogg’s to gain awareness of the importance of breakfast and promote KTG as a nutritious solution to skipping breakfast among a target audience of college students. Kellogg’s is known for its plethora of breakfast items that are generally aimed at serving the family market. The goal of Cardinal Consulting is to entice and bring awareness to college-age students about the Kellogg’s Masterbrand, and in particular Kellogg’s To Go. Cardinal Consulting has put together a final product that includes the original scope of work, primary research, secondary research, opportunities from this research, strategy recommendations, a list of other possible strategies, the budget, and the final billing statement. The primary research is broken up into two parts, a survey that was taken by 338 students and a focus group of eight different students. The secondary research was found via sites from the Internet including news articles, YouTube videos, and other websites. The research was aggregated and a list of opportunities was gathered from this data. Finally, the best opportunities that supported the research were combined into three different final strategy recommendations. Following the final recommendations is a list of other creative and insightful strategy ideas that are not as clearly laid out in detail. The budget and timeline is the final piece. Cardinal Consulting hopes that it was able to provide VML/Kellogg’s with the most useful and insightful data and strategies that it could in order to further the

¡ ¡ 5 ¡ Kellogg’s Masterbrand and bring awareness among college students about the KTG product. Overview Scope of Work Summary The purpose of the scope of work was to provide VML with a proposal of Cardinal Consulting’s objectives and goals for the assignment brief that was provided by VML. The scope of work was also used to give Cardinal Consulting a better idea of what they perceived the brief to look like. In the scope of work, Cardinal Consulting examined the project initiation, project assignment, the opportunity, market segmentation, reporting, client meeting logistics, research, timeline, deliverables, and budget. VML approved the project proposal on October 14, 2013. Cardinal Consulting was thus able to move on with the project by doing the following:

• Sending weekly updates to VML from Taylor & DJ that include what Cardinal

Consulting did that week, what they are going to do, and the current budget.

• Sending agendas and conference reports every week to Cardinal Consulting

from Taylor & DJ.

• Conducting primary research via a student wide survey and focus group.
• Conducing secondary research.
• Following the research timeline.
• Creating deliverables by strategically using the research to create creative and

effective recommendations.

¡ ¡ 6 ¡ Overview Project Assignment The project assignment for Cardinal Consulting was to bring about awareness to college-age students about Kellogg’s To Go and the importance of eating breakfast. This awareness could be brought through the use of social media and or digital

• applications. Approximately 31 million Americans skip breakfast and KTG can act as a

convenient and nutritious breakfast. Methodology & Timeline Background Research & Team Development, August 26th, 2013 to September 15th, 2013 The team researched VML, Kellogg’s, and their competitors. This research was used to increase the team’s background knowledge about each of the companies and understanding of the competition. The background research was also used in developing competitive analysis and supplemented the team’s strategies and

• suggestions. The team also determined strengths and weaknesses of each team

member, read The McKinsey Engagement, and assigned roles and responsibilities. Initial Briefing Meeting with VML, September 16th, 2013 A meeting was held with the VML Kellogg’s team to define the objectives of the consulting project and to set the framework in which we were to conduct our research and develop our strategies. Scope of Work Preparation, September 17th, 2013 to October 13th, 2013 The team prepared a document containing general information, timeline, research, objectives and budget in order to brief VML on the direction of the assignment. Scope of Work Presentation with VML, October 14th, 2013 Discussion on the scope was held at VML’s office and an agreement was established between both Cardinal Consulting and the VML staff.

¡ ¡ 7 ¡ Research Development, October 15th, 2013 to October 31st, 2013 The team developed and executed a thirty-question survey over social media and breakfast habits and a student focus group session to accumulate primary data. Data Collection & Analysis, November 1st, 2013 to November 7th, 2013 The team collected and compiled the results from the survey and the focus

• group. Individual tasks were provided and the team analyzed the data collected

from both sources. The team identified market trends and consumer preferences

• n social media and breakfast. The analysis of the primary data, combined with

the secondary research conduct, led to the development of the final recommendations. Recommendations & Strategy Development, November 8th, 2013 to November 17th, 2013 Cardinal Consulting developed the opportunities for growth that faces Kellogg’s. Once the opportunities were developed, the team sat down and went through all

• f the strategies that had been developed over the course of the project and the

group edited and selected the best options. Presentation Preparation, November 18th, 2013 to November 24th, 2013 The team finalized their documents and presentation materials in order to successfully present their findings and recommendations to VML on November 25th of 2013. Final Recommendations Presentation with VML, November 25th, 2013 Cardinal Consulting held a meeting with the VML Kellogg’s team to present its findings and recommendations.

¡ ¡ 8 ¡ Findings Survey Brief The survey development began the first week of October and went through a series of vetting processes. The survey was sent to a William Jewell College administrator on October 7th for distribution approval. On October 9th, the survey was approved and the team proposed the idea of an incentive to VML at the scope of work meeting on October 14th. On October 18th, once an incentive of a $200 Amazon gift card had been graciously confirmed by VML, the survey was distributed via Twitter, Facebook and email. All members of Cardinal Consulting posted the survey on their personal social media sites, and Professor Don Huntington distributed the link campus wide via email. The survey was closed on October 31st. The result was an astounding 338 responses, with 303 survey participants being William Jewell College students and 35 participants coming from other colleges and

• universities. As for demographics of our participants, the following was gathered: 60%
• f respondents were female, 35% were collegiate athletes and ~84% were between the

ages of 18-21. There was a fairly even distribution between scholastic classes with 30% being seniors, 25% first years, 23% sophomores and 18% juniors. In general, the average college student lacks time management and is stretched between multiple commitments. Popular large commitments tend to include athletics, Greek life and leadership development organizations. Smaller commitments tend to be academic honors organizations, campus activities organizations, social change groups and music/theatre organizations. When asked their favorite thing about being a college

¡ ¡ 9 ¡ student, an overwhelming majority stated, in general, socializing/hanging out with friends/meeting new people or freedom/independence. When it comes to breakfast and social media habits it’s important to consider a college student’s “jam-packed” day. Most college students are overwhelmed daily with information, events and tasks. In general, college students are apathetic to both breakfast and businesses on social media, which proves a challenge for Kellogg’s. In- depth analysis on social media and breakfast habits can be found below.

¡ ¡ 10 ¡ Findings Survey Findings Question 1: Disclaimer Question 2: Explanation: According to our results, the most popular social media platforms amongst

• ur sample group are Facebook, Twitter and YouTube.

Application: Our best opportunities for reach are going to involve the use of one or a combination of these three social network mediums.

¡ ¡ 11 ¡ Question 3: Explanation: The majority of people spend an hour or less on any given social media

• platform. The platform with the most use exceeding 1 hour a week was Facebook.

58.91% of survey takers who said they used Facebook use it for over 1 hour per day. Application: The greatest chances of Kellogg’s to Go product exposure would be on

• Facebook. That is where individuals spend the most amount of time per day and would

be more likely to see our campaign.

¡ ¡ 12 ¡ Question 4: Explanation: Facebook, Twitter, and Instagram, in that order, have the most user logins per week relative to the included social networking mediums. 71.26% of users from our

¡ ¡ 13 ¡ sample group say they use Facebook 7 days a week. Another 46.39% and 36.59% of Twitter and Instagram users report activity 7 days a week. Application: This reinforces the idea that our highest chances of either spreading the word about our product or having consumers become aware of our product are going to be through campaigns using Facebook, Twitter, or Instagram. (Kellogg’s currently does not have an Instagram page) Question 5:

¡ ¡ 14 ¡ Explanation: The results from this question also support the idea that Facebook is the social network most used by our sample group. Facebook and Twitter had the highest number of posts out of all the social networks included in the survey question. Application: Word of mouth reach opportunities with social media are most likely going to take place on one of these two sights. Question 6:

¡ ¡ 15 ¡ Results: The majority of companies followed on social networks are sports-related companies. Question 7: no graphical data Question 8: Explanation: 70% of the people who took the survey said they do not typically share posts from businesses. The majority of people are not motivated or excited by posts by businesses. Application: The strategy should not be aimed at gaining awareness from users sharing posts from the Kellogg’s page. Question 9:

¡ ¡ 16 ¡ Explanation: The majority of survey takers said that they would be most excited about a Twitter retweet or hashtag for coupon campaign. Second to that was an Instagram photo contest for a chance to win a reward. Application: Question 8 showed that sharing posts from businesses was not likely to be an effective strategy, but when you incentivize the sharing of the posts excitement about the campaign dramatically increases. Our strategy should include a reward of some type. Question 10:

¡ ¡ 17 ¡ Explanation: An astonishing 31.95% of our sample group said they do not have a Vine

• r an Instagram. Another 37.28% of survey takers were not very likely to share their

posts from Vine or Instagram to Facebook. Application: Sharing between Vine or Instagram and Facebook is not extremely

• common. Vine and Instagram are not quite as popular among our sample group as

Facebook and Twitter. Our strategy should not be centered around Vine or Instagram. Question 11:

¡ ¡ 18 ¡ Explanation: Questions 10 and 11 are aimed at discovering the likelihood of one sharing a post from one social network platform (Vine or Instagram) to another (Facebook or Twitter). From question 10 to question 11 a little over 2% of survey users were added to the group of people who did not have a Vine or an Instagram. This small inconsistency is probably caused by people defaulting to answering that they do not have a Vine or an Instagram because they actually do not have a Facebook or a Twitter, and no category suits them. If the sample group represents a larger target audience for our product awareness campaign we must consider how to include that group. Application: Again, sharing appears to be an ineffective strategy. Not enough people have the platforms or are willing to share the posts to gain the awareness across networks. Question 12:

¡ ¡ 19 ¡ Explanation: 43.20% of those surveyed said that Facebook was the most successful platform used by companies to gain their attention. Application: Once again, Facebook appears to be the most logical platform for a social media campaign. It has been the most successful in gaining the attention of our survey takers, and twitter was second at 33.73%. Question 13:

¡ ¡ 20 ¡ Explanation: 62.13% of people who took our survey had never posted on social networks about breakfast or breakfast habits. Application: Our campaign should be more concerned with cool, creative ways to present the product and less about the actual product. Breakfast itself does not appear to be a very popular topic. Question 14:

¡ ¡ 21 ¡ Explanation: 47.63% of people who took our survey answered that they eat breakfast 5 to 7 times a week. This data may be distorted, since the majority of our survey group goes to William Jewell. People are not permitted to live off campus, so going to the cafeteria during breakfast time before class is very convenient and does not require much energy or effort. Application: The survey results for this question do not accurately indicate the actual breakfast habits of the target market for this product. More research should be done to solidify the idea that college students are a target market for Kellogg’s Breakfast to Go. Question 15:

¡ ¡ 22 ¡ Explanation: 53.55% of individuals said that they sit down to eat breakfast. 31.66% of the sample population eats breakfast on the go. Application: This could also be distorted, because the majority of the sample group goes to Jewell. We could potentially show the shake as something that accompanies a full sit down breakfast. Question 16:

¡ ¡ 23 ¡ Explanation: Nearly twice as many people would prefer a bar to a shake. These results seem to put us at a disadvantage when attempting to raise awareness about a liquid party. Application: Our campaign should attempt to persuade consumers that drinking a shake is much more convenient than eating breakfast—even if it is a bar. Question 17:

¡ ¡ 24 ¡ Explanation: Taste, convenience, and health/nutrition are the most important factors when selecting a breakfast option. This should prove to be positive for the marketing of the Kellogg’s to Go product. Application: Positively portray the taste and convenience of the product in our marketing

• campaign. Also include positive health facts.

Question 18: no graphical data Question 19:

¡ ¡ 25 ¡ Explanation: 62% of survey takers said that eating breakfast was either important or very important to daily performance. These results show that the majority of individuals recognize the importance of eating breakfast. Application: Appeal to the conscious of individuals who know the negative effects of going through a day without eating breakfast. Attempt to persuade (guilt or scare) them into improving breakfast habits by using the Kellogg’s to Go product as an alternative to skipping the meal. Question 20: no graphical data Question 21: no graphical data Question 22: no graphical data Question 23:

¡ ¡ 26 ¡ Explanation: The majority of our survey takers were between the ages of 17 and 23. Application: The survey results come from the desired demographic as far as age is concerned. Question 24:

¡ ¡ 27 ¡ Explanation: The majority of individuals who took the survey were females. Application: Campaign must appeal to both males and females. Also, the group should examine the results and determine if Facebook is the number one social network in the female population and if there is a different social network on which males spend their

• time. We are attempting to appeal to both genders. Do both genders agree on social

networking rank? Question 25:

¡ ¡ 28 ¡ Results: It must be noted that in order to write in an “other” school of attendance, the person surveyed had to click on William Jewell College in order to complete the survey. This was due to survey creation error and not allowing “other” to be a sole option. 35 individuals came from other schools making for roughly 10% of the survey population. Question 26:

¡ ¡ 29 ¡ Explanation: 30.47% of those surveyed were seniors. This is the highest percentage of

• classes. Overall it was fairly evenly distributed between seniors, juniors, sophomores,

and first years, with a small 3.55% of those surveyed being non-traditional students. Application: Within our demographic of college students we have to consider the different lifestyles of students based on their class. E.g. seniors could be busier and more likely to drink the product—they also could live off campus. Younger students could be more like to eat breakfast at the cafeteria. Findings

¡ ¡ 30 ¡ Research Findings: Focus Group, Breakfast The findings from the focus group show that a number of college students are eating breakfast only a few times a week, usually only when they are located on campus and have access to the cafeteria. They typically eat eggs, yogurt, fruit, and protein shakes. The occasional breakfast eaters should be targeted to replace eggs, yogurt, fruit, or a protein shake with a Kellogg's To Go Shake as a breakfast item. Students who do choose to drink protein shakes choose brands based off of specific

• reasons. They choose the brands based off of the shake having a protein-free taste.

Another is the familiarity and regularity of drinking the item due to parents or other family members purchasing the brand and supplying it at home. Recommendations from friends or family to purchase a certain brand is another common reason. Another notable reason is the affordability of a protein-mix container that is offered by certain

• brands. Popular brands noted amongst college students include Herbalife, Slim-Fast,

and Ensure. The findings show that college students have the overall opinion that they would be more likely to drink the product during the day as a snack between activities that would serve to curb their hunger until they ate their next meal. Participants who answered yes to having shakes or lighter foods during the morning for breakfast said they would drink it as a breakfast item as well. KTG should aim towards being as much a daily snack as a breakfast item, as the majority of the participants answered yes to drinking it as a snack rather than a breakfast item itself. Consider locating shakes near other afternoon snack or drink machines/dispensers to target more buyers. The findings show that convenience is the most important factor for college students when it comes to choosing a food or drink product. Its availability in on campus stores and being able to use prepaid school accounts to purchase a product as opposed to spending money purchasing an item off-campus are the most important driving factors in the initial recognition and purchase of a product. Moreover, students are willing to pay between one and three dollars for an individual KTG protein shake. However, students are willing to price-match other shakes or juices that are offered (notably Naked Juice, typically priced around $3.25 in campus stores). College students are willing to pay a higher price for an item if it can be purchased on campus and therefore, The factor of convenience is enough to target the college student market if the price is reasonable and the product is available to students. Students who typically eat solid food are concerned with taste, size, and making sure they will be full, which may seem put off by the idea of drinking only KTG for breakfast. Those who prefer breakfast in a bottle should be targeted as KTG falls under their concerns of taste, convenience, and a source of energy. Findings

¡ ¡ 31 ¡ Research Findings: Focus Group, Social Media The findings from the Focus Group show that the social media channels that need to be targeted are namely Twitter and Facebook, with Vine and Instagram also solid secondary options. The findings also show that college students follow brands that they are ‘fans’ of. In order to become a ‘fan’ of the brand, college students must approve of the quality of the product, although they admit that creative marketing strategies (specifically the ones that make them laugh) will influence them to at least try a product. In order for college students to interact with brands on social media, they required an incentive by either giving out discounts or promoting a social awareness cause. It was unanimously agreed that an opportunity to win a free Spring Break vacation was plenty incentive to get college students to participate in social media campaigns/contests. The college students that do not follow any brands on social media believe that doing so will fill their accounts with unwanted advertisements and wish to avoid these. Unanimously, college students prefer to skip over ads while they are online. However, if the ad is able to make them laugh, it will hold their attention and stick in their minds when shopping for products. According to the information we found based on our Focus Group, in order for a social marketing strategy aimed at college students to be successful, it must:

• Involve a quality brand.
• Make them laugh or promote a worthy social cause.
• Have an incentive that interests them (Spring Break).

Findings

¡ ¡ 32 ¡ Opportunities After thorough research and consideration, Cardinal Consulting identified a list of

• bvious opportunities for Kellogg’s. These opportunities will help form the necessary

strategies or recommendations for Kellogg’s in order for this company to be a contender in the college-age market.

• Kellogg’s must use its brand to build awareness. Currently college-age

students do not associate Kellogg’s with their age demographic. Kellogg’s has the opportunity to raise brand awareness before spending funds aimed at increasing sales to this target market. Brand awareness must happen before Kellogg’s expects to increase sales.

• Kellogg’s has the opportunity to use incentives as a way to increase

participation in the Kellogg’s To Go Brand.

• Another opportunity for Kellogg’s is to tie sub-platforms (i.e. Twitter and

Facebook) to allow for maximum reach of brand and KTG.

• Kellogg’s has the ability to use a social cause strategy and humor to gain a

piece of the college-age market.

• Since a majority of individuals on the survey follow sports brands and since

many of the focus group individuals use protein shakes, Kellogg’s has the

• pportunity to not only use KTG as a breakfast shake, but also expand into

the sports/workout and snack market.

• College students can be lazy. They have grown up in an environment where

they can have food delivered, watch a movie on the Internet, not have to get up to change the channel, and talk to their cellular device in order to get something done, accessibility/ease of doing something is obviously very

• important. Therefore, Kellogg’s has a significant opportunity to increase sales

by offering single bottles of KTG on campus via partnerships with collegiate food distributors.

¡ ¡ 33 ¡ Recommendations Strategy #1 – “Kellogg’s Goes to College!” Objective and Target Audience: The objective of this strategy is to gain awareness of the Kellogg’s brand among a target audience of college students by taking advantage of the nostalgia of popular Kellogg’s mascots. Strategy: The objective will be accomplished by launching a marketing campaign consisting of videos and photos of Kellogg’s mascots (Cornelius, Tony, Sunny, Dig ‘em, Toucan Sam, COCO, Snap, Crackle, and Pop) ‘going to college’ and put in humorous college- like situations. Situations can include Kellogg’s characters going to class, hanging out in dorm rooms, or tailgating for a big game. Humor will be the key driver in this campaign. An initial YouTube video will be published to activate the new marketing campaign, followed by short videos and photos to be launched via YouTube, Vine, Instagram, Facebook and Twitter respectively. The diversity of platforms will allow for maximum reach amongst the college student market. Furthermore, by utilizing the top five social media accounts, Kellogg’s will have the

• pportunity to craft a cohesive brand image in the eyes of college students. Cardinal

Consulting believes that the brand image is the key driver to social media involvement from college students; hence, the strong followership that Chipotle and Starbucks has been able to gather. If Kellogg’s can rebrand themselves and form a strong identity, their chances of engaging the collegiate community will increase. Throughout these videos and pictures, an effort will be made to promote the KTG

• product. Because they are in college, the characters no longer have time to eat their

beloved cereal and take advantage of the new product by taking breakfast to go with KTG. Kellogg’s is a family brand, and lacks a marketing approach that appeals to college

• students. The youthful humor of this campaign mixed with the nostalgia of the Kellogg’s

characters will create and revive awareness of the Kellogg’s brand among college students, while still upholding the wholesome reputation that the Kellogg’s brand boasts. ¡ Tactics:

• 1. Video Contest: ‘KTG’d’

This contest would be hosted on Vine, but can be shared through Facebook, Twitter, and YouTube. This is a competition to post the most creative or funny video of friends ‘KTG’ing’ other friends, in order to win a Spring Break vacation trip. To start this

¡ ¡ 34 ¡ competition, videos will be released via social media of the Kellogg’s characters KTG’ing each other in humorous ways. KTG’d is a prank where a friend or group of friends present a KTG to another friend in a creative way, in which they have to take a knee and chug it on the spot, while the friends around him/her chant and heckle. The central message to this prank method of eating breakfast is “Friends don’t let friends skip breakfast.” At the end of the videos, it will be stated “Show us how you use Kellogg’s To Go to save your friends from skipping breakfast, and you can win you an all expenses paid Spring Break trip. Hashtag kellogstogo.”

• 2. On Campus Engagement: Tailgate Support Team

Another tactic includes educating college students on the importance of having breakfast before the big tailgate! The on-campus engagement would include a group of Kellogg’s mascots showing up at large university tailgates. Here, the mascots can surprise unsuspecting college student tailgaters with KTG and interacting with them in humorous ways. This allows Kellogg’s to further spread awareness of their brand and product in a way that college students will always remember (would you ever forget the time Tony the Tiger showed up at your tailgate?). During their time interacting with students, the mascots would encourage students to follow Kellogg’s on Twitter and Facebook, and they would encourage individuals to take pictures with them and post them on social media for a chance to win a prize.

• 3. On Campus Engagement: Mascot Flash Mob

On the same front as tactic #2, the mascots could attend large universities and enter the student union and perform a mascot flash mob during busy passing periods. At the end

• f the flash mob, they could walk around and hand out KTG to encourage engagement

and trials. The flash mob not only would encourage trial and increase awareness of those present, but students would post videos and photos on their respective social media accounts. This type of grassroots social media engagement would expand Kellogg’s reach.

¡ ¡ 35 ¡ Recommendations Strategy #2- “Go Somewhere Today!” Objective and Target Audience The Objective of this strategy is to raise awareness about the Kellogg’s to Go product. The campaign will focus on making the product more popular by associating the product with several unique locations and individuals. The campaign is targeted at young college students, who are anxious to explore the world. Strategy: The objective will be accomplished by enacting a campaign that calls for individuals to share a small portion of their lives with Kellogg’s to Go, as well as other potential

• consumers. The target audience will be engaged using either Instagram or a mobile

phone application. Kellogg’s various social network platforms will be used to call the audience to submit pictures of the various places they explore with a Kellogg’s to Go drink in hand. The audience will submit their photos to their Instagram or the application and various photos will appear in a creative format on the application before the winners are selected. Winners will be selected and rewarded. “Go Somewhere Today!” encourages participants not only to travel to beautiful places, and enjoy scenic views, but also to go out into the world in search of adventure and new

• experiences. The end goal is to have college students share their experiences with
• thers. Beautiful pictures of early morning sunrises, pictures of students with celebrities

they ran into on the streets and pictures of students hiking a mountain on the weekend are just a few examples of the content that could be created. The content should inspire and emotionally appeal to the audience in order to reach a young audience who is eagerly seeking meaning, purpose and beauty in life. The heart of the message is to portray how important relationships are, how beautiful and magical the earth can be, and demonstrate all the things that can be accomplished in a day with the right amount of determination and energy. Kellogg’s to Go is just an easy and tasty breakfast drink that allows individuals an option to enjoy the convenience

• f having their morning breakfast in a bottle. Through this campaign, Kellogg’s to Go

will encourage the audience to enjoy their day with that added kick of energy! The strategy will associate Kellogg’s and KTG with a youthful lifestyle that is artistic, adventure seeking, curious and healthy. Tactics:

• 1. Photo Contest

This Contest will begin with the production of a commercial on YouTube that is shared through the Kellogg’s Facebook page. The competition will call for users to submit a picture of themselves in unique locations with a Kellogg’s to Go breakfast shake. The photos will be submitted through a Kellogg’s to Go phone application or on Instagram. Sixteen winners will be selected by Kellogg’s and

¡ ¡ 36 ¡ their photos will be placed on the Kellogg’s website. This will drive traffic to the Kellogg’s brand website and garner more exposure from the college market. The public will vote on the sixteen photos, and four winners will be selected. These four winners will be provided a spring break trip to a location of their choice to “continue their life adventure.” The video on YouTube will be shared through Facebook and Twitter and will have a slide show format with clips of people at various locations exploring with a KTG in hand. The video will end with a call to action of showing Kellogg’s where you take your KTG. One photo will be selected each day as the “photo of the day,” and will be posted to Kellogg’s Facebook and Twitter accounts. Each winner of the “photo of the day” portion will be given a free four-pack of KTG. Implementation Costs: Facebook/Instagram Page Development & Deployment $0 Contest Administration & Management $25,000 Content Creation (Articles, promotion, ads, and etc.) $86,848 4 Contest Prizes Hotel for 4 for 4 nights $5000 Airfare and rental $2800 Cash $4000 $47,200 TOTAL COST (W/O APP) $159,048 Mobile Application Development $20,000 TOTAL COST (W/ APP) $179,048

¡ ¡ 37 ¡ After fees:

¡ ¡ 38 ¡ Performance Metrics: U.S. College Students 17,487,475

http://www.statisticbrain.com/college-enrollment-statistics/

College Students Using Facebook (85%) 14,864,362

http://www.collegiatetimes.com/stories/18784/facebook-facts-revealed ¡

Reach/posts clicks ~(10%) 1,486,443

http://www.insidefacebook.com/2013/07/29/3-most-useful-metrics-in-the-new-facebook-insights/

Target Number of Contest Entries (1%) 148,643 http://www.insidefacebook.com/2013/07/29/3-most-useful-metrics-in-the-new-facebook-insights/ Target Number of “Facebook shares” (8 %) 11,891 like vs. share costs ratio $14/$1.07) Cost per “share” $14

http://socialmediatoday.com/dwilliamjones/486401/how-much-does-or-follow-cost

NOTE: A share on Facebook is the most highly prized action in Social Media. Compared to other social media actions an organic Facebook Share is valued highest at $14, a Facebook Like ($8), a Twitter tweet ($5), and a Twitter follow ($2). Facebook fans are cheaper to recruit via a promotional campaign, with an average cost per Like (a very key metric, as opposed to CPC or Cost Per Click) of $1.07, and a Cost per follower on Twitter is a hefty $2.50-4.00 http://socialmediatoday.com/dwilliamjones/486401/how-much-does-or-follow-cost

¡ ¡ 39 ¡ Recommendations Strategy #3 – Like Kellogg’s on Facebook Sweepstakes Objective: The objective of this strategy is to gain awareness of the Kellogg’s brand among a target audience of college students through a low engagement/high reward social media campaign. Strategy: By structuring a social media campaign around the apathetic, lazy mentality of college students, Kellogg’s will be able to tap into a college student’s “online world” by implementing a low engagement/high reward sweepstakes contest. Kellogg’s will incentivize college students to “like” their Facebook page in return for a chance to win an all expense paid trip for four during spring break. A high level incentive proved successful during Cardinal Consulting’s survey efforts, and we believe that this will translate over to Kellogg’s effort to increase brand and product awareness. The strategy will include the use of all of Kellogg’s social media platforms, as well as on campus activation, to spread the word about the sweepstakes and get the attention of college students. Tactics:

• 1. YouTube Video Activation

Kellogg’s will produce a YouTube video explaining the sweepstakes while displaying college students having fun on spring break. This video would be distributed via Facebook and Twitter to gather viewership.

• 2. On Campus Activation: Breakfast 101

Kellogg’s will send employees to large college campuses to hold “Breakfast 101”

• classes. These short “classes” will involve the employees discussing the

importance of breakfast in fun, interactive ways. At the end of the “lesson,” the professor will have a call to action for the students to like the Kellogg’s Facebook page in order to enter for a chance for a free spring break trip.

¡ ¡ 40 ¡ Alternative Strategies 1.) Cause Approach

• a. Social cause based mobile application for drinking KTG
• i. Scan code on inside of packaging
• ii. Displays a family you just helped out by buying the package
• iii. Use Facebook, Twitter, Instagram, YouTube to share the story and

movement 2.) AMC Partnership

• a. Use popular television shows such as Walking Dead and Breaking Bad
• b. Videos that mock the television shows with a KTG spin
• i. Ex: A professor at college who “distributes” KTG to students, who
• nce receiving them, start performing better on tests and spreading

the word about the product to each other.

• ii. Ex: Students who don’t drink their KTG in the morning are the

“walking dead” on a college campus, and the zombies are sitting in class next to one student who has had his KTG and is acting normal. 3.) Breakfast Vine Video Contest

• a. Use of the new platform Vine to create a video contest revolving around

anything breakfast

• i. Doesn’t have to include KTG, just creative or humorous
• ii. Spark the conversation around breakfast
• iii. Winner reward a large scale prize

4.) Good vs. Bad Reality

• a. Videos centered around two universes shown side by side.
• i. In one universe, the student drank his KTG in the morning, and

everything is going right. He is getting the girl, getting good grades, avoiding trouble, etc.

• ii. In the other universe, the student forgot to drink his KTG and

everything bad is happening. He messes up talking to the girl; he fails tests and falls down the stairs. 5.) Athlete Sponsorship

• a. Was not developed thoroughly; however, it is evident that the college

market responds well to sports and popular athletes.

• i. A partnership with a very popular athlete (Alex Morgan, Lolo Jones,

Paul George, Drew Brees, etc.) could prove very effective. ¡ ¡

¡ ¡ 41 ¡ Other Recommendations Cardinal Consulting would like to provide further recommendations outside the realm of social media and digital application. It has been apparent through our research that there a some changes in distribution that could have a positive impact on KTG

• sales. Firstly, it is important to note that a significant number of college students live on

campus in what is fondly referred to as, “the campus bubble.” More often than not, these students do not leave the “bubble” for extend periods of time, as all of their means are met in one location. This fact, combined with the laziness of college students, results in Kellogg’s To Go ultimately suffering in sales at grocery stores. Therefore, Cardinal Consulting suggests Kellogg’s investigate potential partnerships with major school food vendors (such as Sodexo for example) in order to offer single bottle sales at

• n-campus points of sale. Cardinal Consulting truly believes that with an effective social

media campaign and the placement of KTG sales on campus, that Kellogg’s will see a drastic increase in sales and brand awareness. Finally, if a partnership with food vendors is not an option, Kellogg’s could develop an on-campus representative program, where students receive product shipments and drive sales for commission. This approach is simply another path to reach the lazy “campus bubble” demographic, and could prove a worthwhile approach. Ultimately, Cardinal Consulting believes that a slight change in distribution could help Kellogg’s further their mission of reaching the college student market.

¡ ¡ 42 ¡ Final Bill Budget Actual billing in Italics Research and Development: 64 Hours 53.5 hours Research and Development: $4,160 $3,477.50 84% Competitive Analysis: 40 Hours 9 hours Competitive Analysis: $2,600 $585 23% Subtotal $6,760 Data Collection: 40 Hours 22 hours Data Collection: $2,600 $1,430 55% Subtotal $2,600 Research Analysis: 40 Hours 22 hours Research Analysis: $2,600 $1,430 55% Subtotal $2,600 Secondary Research: 25 Hours 24 hours Secondary Research: $1,625 $1,560 95% Subtotal $1,625 Research Analysis: 15 Hours 10 hours Research Analysis: $975 $650 67% Strategic Development: 40 Hours 35.34 hours $2,297 88% Strategic Development: $2,600 Subtotal $3,575 Preparation of Presentation and Materials: 25 Hours 59.3 hours Preparation of Presentation and Materials: $1,625 $3,854.5 237% Subtotal $1,625 Estimated Final Total $18,785 Actual bill $15,927 85%

¡ ¡ 43 ¡ Final Bill Budget Status at a Glance

¡ ¡ 44 ¡ Cardinal Consulting Time Invoice: Quentin Riser

¡

¡ ¡

Date Job Code Description Hours Rate Amount Amount to Date Memo 23-Sept 501 College Enrollment 1 $65.0 $65.00 $1,690.0 College Enrollment statistics info gathering Hours to date 26 7-Sept 501 Background 0. 5 $65.0 $32.50 $1,690.0 Initial secondary research Total Billed $1,690.00 23-Oct 701 Meetings 1 $65.0 $65.00 $1,690.0 Construct strategies 25-Oct 701 Meeting 1 $65.0 $65.00 $1,690.0 Construct strategies 28-Oct 701 Survey results 1 $65.0 $65.00 $1,690.0 Insights 30-Oct 701 Focus Group discus s 1 $65.0 $65.00 $1,690.0 1-Nov 501 Strategies 3 $65.0 $195.00 $1,690.0 Examine survey results 3-Nov 501 Strategies 2 $65.0 $130.00 $1,690.0 Examine survey results 11/10/20 701 Meeting 2.2 5 $65.0 $146.25 $1,690.0 16-Oct 701 Monday meeting 1 $65.0 $65.00 $1,690.0 21-Oct 701 Meeting 1 $65.0 $65.00 $1,690.0 11/4/201 701 Monday meeting 1 $65.0 $65.00 $1,690.0 11/6/201 701 Meeting 1 $65.0 $65.00 $1,690.0 11/11/20 701 Monday meeting 1 $65.0 $65.00 $1,690.0 11/13/20 701 Meeting 1 $65.0 $65.00 $1,690.0 11/15/20 301 Presentation Prepare 1 $65.0 $65.00 $1,690.0 11/17/20 301 Presentation Prepar 0. 5 $65.0 $32.50 $1,690.0 Went over secondary research 11/18/20 701 Meeting 1.2 5 $65.0 $81.25 $1,690.0 11/20/20 701 Meeting 1 $65.0 $65.00 $1,690.0 11/21/20 501 Target Market Rese 1 $65.0 $65.00 $1,690.0 Examine target market demographics 11/21/20

701 meeting

1 $65.0 $65.00 $1,690.0 11/24/20

301 rehearsal

1. 5 $65.0 $97.50 $1,690.0 Job Codes Driving 101 Supplies 201 Presentation301 Writing 401 Research 501 Accounting 601 Meetings 701

¡ ¡ 45 ¡ ¡ Cardinal Consulting Time Invoice: Travis Timmons ¡ ¡ ¡

Date Job Code Description Hour s Rate Amount Amount to Date Memo 29-Aug 501 research for backgrou 0.5 $65.00 $32.50 $2,723. 50 Kelloggs 10-k report 6-Sep 501 research for backgrou 3 $65.00 $195.00 $2,723. 50 Various financial web sites 6-Sep 401 writing background 0.5 $65.00 $32.50 $2,723. 50 explaining outlook according to dividend ratio 14-Oct 301 Scope of work 1 $65.00 $65.00 $2,723. 50 Presented scope of work at VML 16-Oct 701 strategy 1 $65.00 $65.00 $2,723. 50 brainstorming strategies 21-Oct 701 monday meeting . $65.00 $48.75 $2,723. 50 strategy development 21-Oct 501 survey 1 $65.00 $65.00 $2,723. 50 survey analysis 24-Oct 701 Wednesday meeting . $65.00 $48.75 $2,723. 50 Focus group format and questions 24-Oct 501 Shopping 1 . $65.00 $81.25 $2,723. 50 Locating new label in local stores 25-Oct 501 Focus group 1 $65.00 $65.00 $2,723. 50 Filmed focus group of 7 jewell students 25-Oct 801 Focus group 1.5 $65.00 $97.50 $2,723. 50 Rendering Focus Group video to universal format 10/27/20 801 Focus group 3.9 $65.00 $253.50 $2,723. 50 Editing Focus group video and making DVD 10/15/20 501 College enrollment . $65.00 $16.25 $2,723. 50 Collegian athletics ratio 10/30/20 701 Focus group 1 $65.00 $65.00 $2,723. 50 viewed and analyzed focus group video with group 11/1/201 801 focus group 1 $65.00 $65.00 $2,723. 50 11/4/201 701 Monday meeting 1 . $65.00 $81.25 $2,723. 50 Format of final sow for research and strategy finalizing 11/6/201 401 Wednesday meeting . $65.00 $48.75 $2,723. 50 began formating packet 11/6/201 401 digital copy . $65.00 $16.25 $2,723. 50 Make digital copy of informed consent for focus group 11/7/201 701 power point 0.5 $65.00 $32.50 $2,723. 50 power point photos 11/10/20 601 budget . $65.00 $48.75 $2,723. 50 labor allocation plans 11/10/20 701 monday meeting 1 . $65.00 $81.25 $2,723. 50 strategy formats 11/10/20 401 Budget 0.5 $65.00 $32.50 $2,723. 50 11/13/20 701 Wednesday meeting 1 $65.00 $65.00 $2,723. 50 performance metrics 11/13/20 501 performance metrics 3 $65.00 $195.00 $2,723. 50 further research on performance metrics and implementatio 11/13/20 401 writing performance m 1 . $65.00 $113.75 $2,723. 50 performance metrics etc rough draft 11/13/20 601 budget 1.5 $65.00 $97.50 $2,723. 50 Reformating budget chart to change with new data 11/17/20 701 sunday meeting 2.5 $65.00 $162.50 $2,723. 50 presentation prep 11/18/20 701 Monday meeting 2 $65.00 $130.00 $2,723. 50 Presentation prep 11/21/20 401 metrics and costs 3 $65.00 $195.00 $2,723. 50 Performance metrics and cost implementation 11/22/20 401 final packet prep 1.5 $65.00 $97.50 $2,723. 50 packet compilation 11/22/20 801 dvd copies 0.5 $65.00 $32.50 $2,723. 50 extra copies of focus group dvd 11/24/20 701 rehearsal 1.5 $65.00 $97.50 $2,723. 50 last powerpoint rehearsal Hours to date 41.9 Total Billed $2723.5

¡ ¡ 46 ¡ ¡ Cardinal Consulting Time Invoice: Don Huntington ¡ ¡ ¡

Date Job Code Description Hours Rate Amount Amount to Date Memo 16-Oct 501 Review survey 0.25 $65.00 $16.25 $568.75 17-Oct 501 Research focus grp p 0.25 $65.00 $16.25 $568.75 18-Oct 501 Email & Tweet Surve 0.5 $65.00 $32.50 $568.75 21-Oct 701 Strategy meeting/foc 0.75 $65.00 $48.75 $568.75 25-Oct 701 Discuss research fin d 0.75 $65.00 $48.75 $568.75 4-Nov 701 Strategy discussion 0.75 $65.00 $48.75 $568.75 7-Nov 401 Strategy developme n 2 $65.00 $130.00 $568.75 9-Nov 401 Strategy Dev 2 $65.00 $130.00 $568.75 10-Nov 701 Strategy meeting 0.75 $65.00 $48.75 $568.75 25-Nov 701 Present rehearsal 0.75 $65.00 $48.75 $568.75 Hours to 8.75 Total Bill $568.75 Job Codes Driving 101 Supplies 201 Presentation301 Writing 401 Research 501 Accounting 601 Meetings 701 Other 801

¡ ¡ 47 ¡ Cardinal Consulting Time Invoice: DJ Balazs

Date Job Code Description Hours Rate Amount Amount to Date Memo 2-Sep 501 Background Resear c 3 $65.00 $195.00 $1,917.50 Research Kelloggs 4-Sep 501 Background Resear c 1 $65.00 $65.0 $1,917.50 Put together reserach into paper 18-Oct 701 Meeting 1 $65.00 $65.0 $1,917.50 Brainstorming strategies 21-Oct 701 Meeting 1 $65.00 $65.0 $1,917.50 Brainstorming strategies 23-Oct 701 Meeting 0.75 $65.00 $48.7 5 $1,917.50 Focus Group Preparation 25-Oct 701 Meeting 1 $65.00 $65.0 $1,917.50 Focus Group 28-Oct 701 Meeting 1 $65.00 $65.0 $1,917.50 Prepartation for strategies 30-Oct 701 Focus group meetin 1 $65.00 $65.0 $1,917.50 View and anaylzed Focus group results 3-Nov 801 Research Summary 1 $65.00 $65.0 $1,917.50 Finalzing Research demographics 4-Nov 701 Meeting 1 $65.00 $65.0 $1,917.50 Reviewed our research and talked abou 5-Nov 501 Analyzing Survey 2 $65.00 $130.00 $1,917.50 Put together reserach into paper 6-Nov 401 Survey Outline 1.5 $65.00 $97.5 $1,917.50 Wrote the outline and demographics of 10-Nov 701 Meeting 2.25 $65.00 $146.25 $1,917.50 Final Presentation Logistics 11-Nov 701 Meeting 1 $65.00 $65.0 $1,917.50 Weekly meeting over strategies 11/12/20 401 Writing of Strategy 1 $65.00 $65.0 $1,917.50 Writing of Strategy 11/13/20 701 Meeting 1 $65.00 $65.0 $1,917.50 Wrote up Strategies 10/16/20 701 Meeting 1 $65.00 $65.0 $1,917.50 Worked on building strategies 11/6/201 701 Meeting 1 $65.00 $65.0 $1,917.50 Puting together packet 11/13/20 701 Meetings 1 $65.00 $65.0 $1,917.50 Working on presentation 11/17/20 701 Meeting 2.5 $65.00 $162.50 $1,917.50 Finalizing Presentation 11/18/20 701 Meeting 1 $65.00 $65.0 $1,917.50 Presentation to Don 11/20/20 701 Meeting 0.5 $65.00 $32.5 $1,917.50 Presentation work 11/22/20 701 Meeting 0.5 $65.00 $32.5 $1,917.50 Overview of presentation and finalizing 11/24/20 701 Meeting 1.5 $65.00 $97.5 $1,917.50 Final Practice for presentation Hours to 29.5 Total Bill $1,917.5 Job Codes Driving 101 Supplies 201 Presentation301 Writing 401 Research 501 Accounting 601

¡ ¡ 48 ¡ Cardinal Consulting Time Invoice: Chris Reimer

Date Job Code Description Hours Rate Amount Amount to Date ] 3-Sep 501 Background Research 2 $65.00 $130.00 $2,843.75 4-Sep 701 Research Meeting 1 $65.00 $65.00 $2,843.75 8-Sep 501 Competitor Analysis 2 $65.00 $130.00 $2,843.75 9-Sep 701 McKinsey Engagement 1 $65.00 $65.00 $2,843.75 11-Sep 701 Team meeting - planning 1 $65.00 $65.00 $2,843.75 16-Sep 701 VML Meeting 1 $65.00 $65.00 $2,843.75 18-Sep 701 Team meeting - planning 1 $65.00 $65.00 $2,843.75 23-Sep 701 Team meeting - planning 1 $65.00 $65.00 $2,843.75 25-Sep 701 Team meeting - planning 1 $65.00 $65.00 $2,843.75 30-Sep 701 Team meeting - Scope 1 $65.00 $65.00 $2,843.75 1-Oct 501 Creation of Survey 2 $65.00 $130.00 $2,843.75 10/2/201 701 Look through survey 1 $65.00 $65.00 $2,843.75 10/6/201 501 Edit and complete survey 1 $65.00 $65.00 $2,843.75 10/7/201 701 Meeting - Scope & Survey 1 $65.00 $65.00 $2,843.75 10/8/201 501 Market Segmentation 2 $65.00 $130.00 $2,843.75 10/9/201 701 Rough scope meeting 1 $65.00 $65.00 $2,843.75 10/14/20 701 VML Meeting 1 $65.00 $65.00 $2,843.75 10/16/20 701 Team meeting - review VML Meeting 1 $65.00 $65.00 $2,843.75 10/16/20 801 Survey Approval Process 2 $65.00 $130.00 $2,843.75 10/18/20 801 Survey distribution 1 $65.00 $65.00 $2,843.75 10/21/20 701 Team meeting - Brainstorm 1 $65.00 $65.00 $2,843.75 10/23/20 701 Team meeting - Focus group question dev e 1 $65.00 $65.00 $2,843.75 10/25/20 501 Focus Group 1 $65.00 $65.00 $2,843.75 10/28/20 701 Team meeting - brainstorm 1 $65.00 $65.00 $2,843.75 10/30/20 701 Focus Group finalization 1 $65.00 $65.00 $2,843.75 10/2/201 501 Survey data gathering 2 $65.00 $130.00 $2,843.75 10/4/201 701 Team meeting - strategy proposals 1 $65.00 $65.00 $2,843.75 11/10/20 701 Meeting 2.25 $65.00 $146.25 $2,843.75 11/11/20 701 Team Meeting 1 $65.00 $65.00 $2,843.75 11/13/20 701 Team Meeting 1 $65.00 $65.00 $2,843.75 11/17/20 701 Team Meeting 1.5 $65.00 $97.50 $2,843.75 11/19/20 301 Final Packet Editing 1.5 $65.00 $97.50 $2,843.75 11/21/20 301 Final Packet Editing 1.5 $65.00 $97.50 $2,843.75 11/22/20 301 Final Packet Editing 0.5 $65.00 $32.50 $2,843.75

¡ ¡ 49 ¡

Hours to da 43.75 Total Billed $2843.75 Job Codes Driving 101 Supplies 201 Presentation301 Writing 401 Research 501 Accounting 601 Meetings 701 Other 801

¡ ¡ 50 ¡

Cardinal Consulting Time Invoice Kelloggs To Go - Buffa, Scott

¡ ¡ 51 ¡ Cardinal Consulting Time Invoice: Taylor Brown

¡ ¡ 52 ¡ Cardinal Consulting Time Invoice: Ian Kennedy

¡ ¡ 53 ¡

¡ ¡ 54 ¡ ¡

Scope of Work

October 14, 2013

The purpose of this engagement is to develop and recommend social media strategies and/or digital applications to VML/Kellogg’s to gain awareness of the importance of breakfast and promote KTG as a nutritious solution to skipping breakfast among a target audience

• f college students.

¡ ¡ ¡ ¡ ¡ ¡

¡ ¡ 55 ¡

TABLE OF CONTENTS (numbers not updated with document)

Overview

Project Initiation………………………………………………………………………….3 Project Assignment…………………………………………………………...…….…..3 Client……………………………………………………………………………………...3 Overview of Opportunity........................................................................................4 Market Segmentation…………………………………………………………………...5

Operations

Meet the Team…………………………………………………………………………..6 Reporting…………………………………………………………………………………7 Client Meetings………………………………………………………………………….7

Research

Research Strategies…………………………………………………………………….8 Timeline & Graphic………………….…………………………………………………..9

Deliverables

Presentation……………………………………………………………………………10 Documentation…………………………………………………………………………10

Budget…………………………………………………………………………………………11 Appendix

Focus Group Questions…………………………………………………………….…12 Survey…………………………………………………………………………...Attached

¡ ¡ 56 ¡ Overview Project Initiation: Cardinal Consulting met with VML on September 16, 2013 at VML Headquarters. The purpose of this meeting was to review the project brief that VML created for Cardinal

• Consulting. VML engaged Cardinal Consulting to drive awareness and trial of the

product, Kellogg’s To Go, through social media strategies that are compelling, relevant, and share-worthy. Cardinal Consulting consists of seven highly determined students along with an experienced Executive in Residence from William Jewell College. This mutual relationship between VML and Cardinal Consulting will bring real-life experience and knowledge to Cardinal Consulting with the objective of providing VML with a strategic solution to the project assignment. Project Assignment: Cardinal Consulting was assigned to raise awareness and introduce Kellogg’s To Go as the solution against the problem (31 million Americans and specifically college-students are skipping breakfast) and bring today’s college students all of the benefits of breakfast in a bottle. Cardinal Consulting will use creative considerations given by VML to conduct research including the following: an audience of self/college students, social channels including Facebook, Twitter, YouTube, and other appropriate channels, and consideration of a re-sealable bottle and powder varieties. Cardinal Consulting will develop solutions to building the awareness and promotion of KTG as a solution to the problem, skipping breakfast. ¡ Client: VML & Kellogg’s VML is a full service digital marketing and advertising firm based in Kansas City, MO. VML is focused on helping businesses reach and connect with consumers in a smart and creative manner that will break through channel barriers. With offices spreading across the world, VML is able to form a team that will work on finding the best marketing

• r advertising solution for any business.

In 1906, W.K Kellogg had a vision that would enrich the quality of a simple healthy breakfast to start off the day. Through many experiments and long hours in the laboratory, W.K created the first ever breakfast cereal, Kellogg’s Corn Flakes. With his nutritious invention W.K developed a business that would create a new stance on the way people viewed breakfast. The Kellogg’s brand would from then on become the new iconic face of the most important meal of the day. Kellogg’s is a powerhouse in the breakfast market and has created additional products including Special K, Pop-Tarts, Froot Loops, Raisin Bran, Frosted Flakes, Eggo, Nutri-Grain, Fruity Snacks, and Breakfast To Go. Kellogg’s has created a brand that promises consumers “every day is a new start”.

¡ ¡ 57 ¡ Overview Overview of Opportunity Kellogg’s has been serving the American public for over 100 years. In particular, Kellogg’s has provided American consumers with breakfast options. Their goal has been to help individuals achieve great starts to their days. However, as the world has become more fast paced, less formal, and on the go, individuals are less willing to sit down and eat breakfast and more likely to either skip or eat something convenient. Breakfast is the most important meal of the day and Kellogg’s is trying to raise this

• awareness. Kellogg’s is appealing to this fast-paced lifestyle by tapping into “on-the-go”

products such as Kellogg’s To Go Shake. This product was released earlier this year in an effort to reach out to the segment of people who do not eat breakfast or who seek a healthier alternative to a traditional breakfast or snack. In the past, Kellogg’s has had a strong presence in the traditional family market. However, Kellogg’s is attempting to start focusing more on Generation Y by appealing to the college-age market. Approximately 31 million Americans skip breakfast and are tweeting about skipping nearly 80 times a day. In a world where it is imperative for firms to be able to evolve with forms of communication to reach customer markets, Kellogg's has showed a more involved presence through social media. Forms of social media such as Facebook and Twitter are constantly being used in order to reach a younger and more connected customer audience. By offering promotional specials and coupons through these social media channels, customer relations and marketing are reaching the younger audience in non-traditional ways. Kellogg’s has an opportunity to reach the college market with the help of Cardinal

• Consulting. This consulting group consists of the exact market that Kellogg’s is looking

to tap into. By using effective social media strategies developed by Cardinal Consulting, Kellogg’s has the opportunity to become a more viable option in the eyes of Generation Y and capitalize on the multi-billion dollar potential represented by this audience.

¡ ¡ 58 ¡ Overview Market Segmentation: Geographic segmentation: A majority of the Cardinal Consulting geographical reach will be limited to the William Jewell College campus within the Kansas City, Missouri area. However, in order to garner a macroscopic view of the college student market, Cardinal Consulting will gather responses from students around the United States via personal connections on members’ social media accounts. Demographic segmentation: Cardinal Consulting will be focused on the average college student demographic. The chosen demographic is comprised of young men and women between the ages of seventeen and twenty-three that are enrolled at either a two-year or four-year American collegiate institution. Behavioristic segmentation: ¡ Psychographic segmentation: The typical college student in today’s society values convenience, technology, social interactions, self-interest and money. The purchasing habits of college students are

• frugal. A majority of social interactions in this market currently occur online via social

media channels, making for “virtual relationships” being formed. General interests include sports, the opposite sex, pop culture and social responsibility. Cardinal Consulting will be mainly focusing their efforts on a campaign that utilizes the college students’ social media habits, appreciation of convenience, money and desire to form relationships. Specifically, Cardinal Consulting will be concentrating on the “sleepy skipper.” A majority of college students live a hectic and active lifestyle, resulting in consistent late nights and a built-up energy deficiency. Due to the average college students’ lifestyle habits, sleep deprivation is a significant

• concern. In order to adjust and regain ample

amounts of energy, college students sleep in as late as possible in the morning before attending class, ultimately leading to a neglected breakfast. In the end, convenience plays a key role in the purchasing habits of a “sleepy skipper.” ¡

¡ ¡ 59 ¡ ¡

DJ ¡Balazs, ¡Account ¡Executive ¡

• ­‑ ¡Lenexa, ¡Kansas ¡
• ­‑ ¡Business ¡Administration ¡
• ­‑ ¡The ¡Maids, ¡The ¡Right ¡ProAile ¡LLC ¡
• ­‑ ¡ ¡(913)488-­‑7089 ¡

Taylor ¡Brown, ¡Account ¡Executive ¡

• ­‑ ¡Louisburg, ¡Kansas ¡
• ­‑ ¡Business ¡Administration, ¡Economics, ¡CTI ¡
• ­‑ ¡Wells ¡Fargo ¡Advisors, ¡Burns ¡& ¡McDonnell, ¡The ¡Whittaker ¡Group, ¡The ¡

Kauffman ¡Foundation ¡

• ­‑ ¡(816)786-­‑3772 ¡

Scott ¡Buffa, ¡Research ¡Director ¡

• ­‑ ¡Liberty, ¡Missouri ¡
• ­‑ ¡Economics ¡
• ­‑ ¡LSA ¡Portfolio ¡Analytics ¡ ¡
• ­‑ ¡(816)820-­‑4817 ¡

Ian ¡Kennedy, ¡Research ¡Director ¡

• ­‑ ¡SpringAield, ¡Missouri ¡
• ­‑ ¡Business ¡Administration ¡
• ­‑ ¡Niles ¡Media ¡Group, ¡St. ¡John's ¡Physical ¡Therapy, ¡and ¡Integrity ¡Physical ¡
• Therapy. ¡ ¡ ¡
• ­‑ ¡(417)838-­‑5406 ¡

Chris ¡Reimer, ¡Documentation ¡Manager ¡

• ­‑ ¡Emporia, ¡Kansas ¡
• ­‑ ¡Business ¡Administration, ¡Economics, ¡CTI ¡
• ­‑ ¡Rolls-­‑Royce, ¡TOMS, ¡Children’s ¡Mercy, ¡The ¡Whittaker ¡Group ¡
• ­‑ ¡(620)794-­‑3071 ¡

Quentin ¡Riser, ¡Business ¡Strategist ¡

• ­‑ ¡Colorado ¡Springs, ¡Colorado ¡
• ­‑ ¡Accounting ¡& ¡Economics ¡
• ­‑ ¡Interested ¡in ¡Economic ¡Development ¡
• ­‑ ¡(719)233-­‑2927 ¡

Travis ¡Timmons, ¡Project ¡Manager ¡

• ­‑ ¡Liberty, ¡MO ¡
• ­‑ ¡Business ¡Administration ¡

LTL ¡Front-­‑line ¡Operations: ¡traded ¡commodity ¡futures ¡and ¡mutual ¡funds ¡

• ­‑ ¡(816)436-­‑5010 ¡

Meet Cardinal Consulting

¡ ¡ 60 ¡ Operations ¡ Reporting: Status Reports Taylor Brown and DJ Balazs will be the account managers for the Cardinal Consulting project with VML. Their tasks will include reporting the findings of the group, sending weekly updates to VML of Cardinal Consulting’s progress, deadlines, and current budget management and also managing meetings within the group. Taylor and DJ will also set up and confirm the times of client meetings with VML. Invoice: The team members will keep a running total of every hour logged each week and using an online spreadsheet tracking method. ¡ ¡ ¡ ¡ ¡ Billing: A comprehensive invoice will be issued on the final day of the presentation, November 25, 2013. ¡ Client Meetings: Monday, October 14, 2013 Scope of Work Presentation Monday, November 25, 2013 Findings and Recommendations Presentation (Subject to change upon request) ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

¡ ¡ 61 ¡ Research Research Strategies ¡ Phase One Objective:

• 1. Develop survey
• 2. Conduct secondary research

Output: Survey is distributed Phase Two Objective:

• 1. Collect data from survey and secondary research

Output: Data is organized and ready for analysis Phase Three Objective:

• 1. Analyze and compare data
• 2. Refine focus group questions based on survey analysis and secondary research

Output: Focus group questions are finalized Phase Four Objective:

• 1. Collect and analyze data from focus group
• 2. Compare focus group results with previous primary and secondary research
• 3. Brainstorm possible ideas for strategic development

Output: Strategies are developed for plan of action ¡

¡ ¡ 62 ¡ (See graphic below) ¡ ¡ ¡ Timeline 10/14/2013 – Meeting with Ryan and Renee to present Scope of Work. 10/14/2013 – Survey Monkey questionnaire distributed upon approval of Scope of Work. 10/14/2013 – 10/21/2013: Phase One is implemented, and survey is distributed. 10/21/2013 – Phase two is implemented. Data Collection (surveys refined for analysis) 10/28/2013 – Phase three is implemented. Data Analysis begins for development

• f potential strategies.

11/4/2013 – Phase four is implemented secondary analysis begins 11/11/2013 – Development of strategies

¡ ¡ 63 ¡ 11/18/2013 – Preliminary presentation and presentation material rehearsal 11/25/2013 – Final Presentation Deliverables Presentation Market social network usage and recommended strategies to raise awareness: On November 25, 2013 Cardinal Consulting will present the results of research as well as recommended strategies to Kellogg’s/VML that center on raising awareness about their product. The presentation will include statistics about social network usage as well as breakfast habits sampled from a population of college students. The data will be presented in PowerPoint format and will contain strategic methods to gain the desired product awareness. The categories covered will include:

• Survey results, focus group feedback and secondary research
• Target market (sleepy skippers)

Documents Research Results and Recommended Strategies document: On November 25, 2013 Cardinal Consulting will present Kellogg’s/VML with a document including the following:

• Social Media usage research and analysis
• Focus group research and analysis
• Overall strategy statement based on findings and analysis
• Marketing strategy utilizing social networking media in a manner that will gain

the attention of the target market and promote KTG as a solution to “skipping”

• Projected costs and performance metrics

¡ ¡ 64 ¡ Budget Friday 10/18/2013 – Thursday 10/24/2013 Research and Development: 64 Hours Research and Development: $4160 Competitive Analysis: 40 Hours Competitive Analysis: $2600 Subtotal $6,760 Friday 10/25/2013 – Thursday 10/31/2013 Data Collection: 40 Hours Data Collection: $2600 Subtotal $2,600 Friday 11/1/2013 – Thursday 11/7/2013 Research Analysis: 40 Hours Research Analysis: $2600 Subtotal $2,600 Friday 11/8/2013 – Thursday 11/14/2013 Secondary Research: 25 Hours Secondary Research: $1625 Subtotal $1,625 Friday 11/15/2013 – Thursday 11/21/2013 Research Analysis: 15 Hours Research Analysis: $975 Strategic Development: 40 Hours Strategic Development: $2600 Subtotal $3,575 Friday 11/22/2013 – Sunday 11/24/2013 Preparation of Presentation and Materials: 25 Hours Preparation of Presentation and Materials: $1625 Subtotal $1,625 Estimated Final Total $18,785

¡ ¡ 65 ¡ Appendix Survey Logistics Date Started: October 18th, 2013 Date Ended: October 30th, 2013 Purpose: The purpose of conducting an online survey was to gather information on breakfast habits and also social media platforms college students are engaging in. Through a series of 30 questions, Cardinal Consulting was able to ask questions that broke down the specific breakfast habits of over 300 college students and saw tendencies based off of the responses. Cardinal Consulting was also able to gain more insight on how college students used social media platforms and the amount of use in a given week. The importance of these two areas of focus was to see if Cardinal Consulting could find a correlation between breakfast habits of college students and the use of social media. Services Used: Cardinal Consulting used the services of Survey Monkey to conduct this research. With the use of Survey Monkey, we were able to send the survey out through each team member’s social media platforms to gain as many possible completed surveys. Also survey monkey made the logistics of the survey available to

• ur team for review and more in-depth research.

Incentives: Cardinal Consulting with the help of VML was able to provide an incentive for students who took the survey. We felt as though by adding an incentive to our survey would increase the overall number of completed surveys along with the value each student placed into their answers. The winner of the prize was picked at random from Cardinal Consulting to make it fair all of those who participated in our research. Demographic: Our survey was sent out to all students at William Jewell College via e- mail, posted and tweeted the URL on Twitter and Facebook. When the survey was finished, Cardinal Consulting collected 338 surveys. With over 90% of the participants being a student at William Jewell, our data may be skewed towards a small liberal arts college where students are provided great amount of amenities in a relative small campus size. The following is the breakdown of surveys based off of gender, age, grade level within a university and if the students participated in a collegiate activity. ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

¡ ¡ 66 ¡ Age of Participants ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ With the purpose of this purpose of our assignment is to reach college-age student the bulk of our research was intended to target students in the age range of 17-23. As you can see in the chart above between the ages of 18-22 there was roughly around 80% of

• ur participants who fell between this age bracket. This research provides valuable

background into the age range of our target audience in being able to analyze breakfast and social media habits. ¡ ¡ ¡ ¡ ¡ ¡

¡ ¡ 67 ¡ ¡ ¡ Gender ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ The survey was conducted within a college community that is represented by a majority

• f female students according to our findings. We feel as though our data may be

skewed and referred back to the earlier statement regarding the campus upon which the survey conducted on. From the research and finding that 60% of our participants were female, one may infer that the opportunity of completing a survey for an incentive appealed to more females than males among the college age population. ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡

¡ ¡ 68 ¡ ¡ ¡ Participants School Status ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ ¡ A trend that we identified after the survey was finalized was the year in school the participants were enrolled in. We feel as though this could play a major role in results of

• ur data due to the behavior differences between college freshman and seniors. With a

little over 30% of our participants being enrolled as a senior in college, the behavior of breakfast and social media could be skewed due to the importance a senior may value their time management over the 25% of freshman that participated in the survey.

¡ ¡ 69 ¡ *The open-ended data from the Survey has been aggregated and is featured in the following pages*

Q6 List three brands/companies that you follow on social media

¡

Answ ered: 338 Skipped: 0

Name: Open-Ended Response Brittany Plant Sharpie, Nike, Ugg Daniel Q Gilt, Nike, Amazon Katelyn Johnson Groupon Amazon Ebay Chris Stathopoulos 1)ESPN 2) J. Crew 3)Chipotle Jenny Nelson Target, Kellogg's, Walmart Natalie Henderson TOMS, To Write Love on Her Arms, Pops Jacob Keeney none Libby Griffin None Alexandra Conklin lane Bryant Target jcp Stephanie Taco Bell Kraft Verizon Rebecca Broadbent Meadowbelle Market, Forever 21, Barnes and Noble Elizabeth Hudson

• 1. US Figure Skating 2. Steven Curtis Chapman 3. US Olympics

Emily Hoffman Women's Fitness Chipotle Target Cherish Walton Aeropostale, Hollister, Shoe company Chelsea Price Apple, Nike, underarumor Laina Gunsallus Old Navy Rexfest Summit Woods Baptist Church Tyler Owens GNC, NIKE, UNDERARMOUR Madeleine Jilka 1Masashi Kishimoto 2OKAMOTO's 3ONE OK ROCK Ashley Montee hilarious vines, Teen District posts, T mobile Amber Target Herbalife scentsy Alex Soos Nasa Wawa Mason McCoy ESPN, Nike, MLB Amber McAdams Denver Broncos, Tobi, Sons of Anarchy Ali Webb Nike, Mountain Movers, Adidas Nicole Littell Cooking shows, chiefs, MLS soccer Claire Williams The Onion, Bo Burnham, McDonalds Eric Lytle Old spice, chiefs, dicks sporting good Stephanie Gartner Nike, US Soccer, Adidas Zach West Miller lite coors lite sam adams Danielle Cerner, Stryker, Michael Kors Vijay Umashanker Adidas Nike Real Madrid Paige Messina

• 1. American Pharmacist Association 2. Chi Omega Sorority

Nationals Anthony Buss Nike LogJam Express Stephanie Onoh Coastal Contacts Taco Bell Urban Outfitters

¡ ¡ 70 ¡ Roselynn Zicarelli NikeTennis Abigail Bland Amazon.com, CNN National Park Service Wiley Meade Verizon, Samsung, empire Alan Kirk J Chloe Kittle NFL, CW, Callaway, nonprofit orgs Andrew Kump Nike, Subway, D2 Football Kyndal Shaddox Nike Under Armour Chipotle Sara Willis Nordstrom, Showpo, Nomorerack Chris Castelluccio Deloitte, Forbes, GQ Jeffrey Cunningham 1.Bar Louie 2.HubSpot 3.Conrad's Alehouse Chelsea Cundiff Victoria's Secret Starbucks Target Matt Kellogs The Walking Dead Cadillac Alyssa Bell Chaco, The Week, Grunauer KC Trevor Adams Sony Microsoft CBS Rachel Beranek Lulu lemon Anthropology Complete Nutrition Gavin Hodges Sony, GameStop, Kappa Alpha Order Trey Christian Flick Patagonia, WJC Soccer, Romney Ryan Platform Samantha Bond I don't follow any brands or companies Jessie Johnson Kansas City Chiefs Jimmy Johns Boston Marathon Athletic Association Molly Hutson Tokyo Pop, Disney, Myth Busters Amanda Alexander VS Pink Starbucks Vera Bradley Joshua Rogers I don't follow any brands or companies on social media Kaitlyn Ray 1)Sephora 2)Ugg 3)Apple Elisa Bulger ModCloth, Herb Chambers Infiniti, Forever XXI Shane Bowlen Nike Chipotle Adidas Casondra Stanford pac sun arepostale miss me Cameron VanDyke Lemon Tree, Starbucks, Target Jaylon Verser Google Facts Who I am Series Jacquinta Hammons psychological, social work and games Rebecca Roach

• 1. NUCO traveling 2. Just Fab 3. Birch box

Alex Bush Lonely Planet Apple National Geographic Brandell LeGrande I do not follow any companies. Morgan McCutchen Modcloth Urban Outfitters Forever 21 Rosemary Loher urban outfitters mod cloth pigwich Cole McCubbin Dallas Cowboys Kansas City Chiefs Nike lauren grubb Nike, william jewell, cosmopolitan heather scott hufft project, alexander mcqueen, spoon fork bacon Rachel M. Phillips Poptarts, Jolly Ranchers, iTunes

¡ ¡ 71 ¡ Rachel Snider Achievement Hunter, Rooster Teeth. Janies Phan none Angel Wansing Converse Fearless Records Hot Topic Kelsey Slater Francesca's, WJC Sports, MLB Sam Morman Vsauce, Conan, Jewell Baseball? Kayla Brewster BBC Apple JustFab Jason Carmichael Wall Street Journal, Applebee's, Ben and Jerry's Kevin Kolibas Fox Sports SportsCenter OKC Thunder Abigail Chorley american eagle gap modcloth Rachel Potvin

• 1. Ringor 2. NOTO Burrito 3. TV shows

Madi Willenborg KC Chiefs, Sporting KC and The I-ROK foundation Chelsey Williamson Express, quest nutrition, nike Emmanuel Porter Nike, STL Cardinals, and Boy Scouts of America Caitlin Troutman Starbucks, hellogiggles, coupon cabin Katie Awtrey

• Dr. Pepper Barnes & Noble Scentsy

Tommy Robinson

• 1. Jones Aquatic Center 2. Papa John's 3. Coca Cola

Megan Barnes Lululemon Chipotle Target Gretchen Mayes KCPT Associated Press Barnes and Noble Emily Daniel

• 1. Ripple Glass 2. Kauffman Center for the Performing Arts 3.

Oreo (the cookie brand) All are on Facebook Rayna Downing Walmart American Eagle Aeropostle Chelsea Meeks ESPN, Saturday Night Live, E news Karlee Friend Marley Lilly, Target, Fox 4 Courtney Ryan To Write Love on Her Arms Ranch Hot Topic Maggie Metz n/a Alex Steinkamp ESPN, Mizzou Tigers Athletics, PGA Golf Taylor Sullivan Kansas City Repertory Theatre, Apple, Doctor Who Natalie Canuteson American eagle Nike Underarmor Eric Chappell Routine Baseball inc., 22fresh, oakley Jordan Lemons CNN, Big Truck Tacos, Bath and Body Works Robert Mercer CNN, NBA, NFL Amanda Underwood MSN.com Facebook.com Youtube.com Jacob Jones NFL Nike Lesley Iron MTV Victoria Secret Starbucks Drake Burdette Oakley Nike Jordan Christina Pratt Reese's Biore Skincare Walt Disney Alex Abend

• 1. Telltale Games 2. Capcom 3. Gaijin Games

Kasandra Cooper Nike Starbucks CNN James Chipotle, Taco Bell, Denny's Hannah Maasen Target, Chipotle, Starbucks Bobby Berry Nike, Lebron James, Kobe Bryant Julie Cleek Logo TV The Bohemian Magazine Trinity Animation, Inc. Sam Cooper Boulevard Brewing Co Digiorno's Pizza Twitter Kara Ebeling CBS- TV channel Megan Carney Forever 21 Victoria Secret Amazon

¡ ¡ 72 ¡ Joel Steyer I don't follow any Sarah Marley & Lily, alabama football, nike Samantha Meier Sonic, Twizzlers, Alexia Foods Josh Priebe Forbes, Pac Sun. comedy central Ben Fahy Starbucks, Nike, amazon Brodi Sabiston Nike, William Jewell Business, Sports Center Caroline Wells REI, TOMS, Starbucks Savannah Drew Tennis express,sperry topsiders, Toms Eric Berner Adidas, Dunlop, Babolat Bailey Breeding Apricot Lane, Pac Sun, Michael Kors Aly Wurster

• 1. Juice Stop 2. Nordstrom 3. Wendy's

Samantha Cobb N/A Skyler Chapman Jack Threads Express Barnes and Nobles Lisa Strombach Disney Parks, Lilly Pulitzer, Panera Bread Elayna Elite Gymnastics and Aquatics, EDGE Gymnastics Ariel Neal Barnes & Noble Amazon Hamburger Mary's Kansas City Hunter Bingham Crocs Red Lobster Tide Jeffrey Reimer I do not follow any. Rebekah Loyd None I can think of, just a few TV shows Myriah Bernard Simply stated Coach Tory burch Claire Etzenhouser Vineyard Vines, Marley Lilly, and Gatorade Curtis Chapin Come&Live Kathryn Polizzi Quik Trip, Quik Trip, Quik Trip Erica Hankison Nike, Bath and Body Works, Maurices Brooklyn Bradley Simple skin care, target, walmart Ezra Begemann Reebok How I Met Your Mother Seether Steven Schultz American Century Investments, Vintage Stock, Community America Credit Union Clay Shaffstall I do not use scoial media for this exact reason, too much advertisement and very little actual content. Jeffery Lebowski None Kelcie Snyder Solar Nails, Crystal's Sweet Retreat, Maurices Grant Godfrey Nike Bethesda gopro Hannah Bothner Ben and Jerry's, TOMS, and Netflix Ali Bridal Exclusives WWD (Women's Wear Daily) The Knot Jess Capps William Jewell Dining Services, Target, Spotify Max Bullard Sporting KC US Olympics Top Athlete Performance Paige Cook American Eagle Aerie Victoria's Secrets Marissa Herbst Vans Pac Sun Rue 21 Charlotte Belshe TOMS, People Magazine, Denver Broncos Chancellor Williams adult swim, CNN, BBC Kyle Ainge Hackett, Niven & Joshua, Loake Stanley Singer, Jr. Square Bear, W7th Design Studio, Who I Am Series Josh Sawers Virgin Atlantic Chick fil a Gatorade Shelley Spohn American Eagle Buckle Victoria Secret

¡ ¡ 73 ¡ Michael Armstrong Lambda Chi Alpha NFL MLB Katharine DeBortoli n/a Kaylee Forever 21 Royals Andy Grammar Katie Bond I follow a lot of Professional Music companies; Kansas City Chorale Kansas City Symphony Kansas City Ballet Zachary Taylor Go-Green Pedicabs Q-102 Walmart Trenton Harnish Almost Human Ltd. Trendy Entertainment Sauropod Studio Amy Kessler Catfish and Tater (FB) Target (instagram) I can't think of another

• ne

Blake Alexander Nike, Adidas, Buckel

• a. hejny

TOMS, Madewell, Stone + Cloth Matt Crawford !.MLB 2. 44Pro Gloves 3. Arby's Jeremy Provance Brooks Brothers, Gear Patrol, & CBS News Eryn Johnson Urban Outfitters Anthropologie Victoria's Secret Lawanda Stance Nike, TNF, CNN Lee Cureton Landyachz, IGN, Supercell Trevor Logan Red Bull LG Boulevard Brewing Company ESPN Southpark lainey nike, books idk Zachary Starr Nike, subway, adidas Kate McFerren Regina Specktor, Fox4News, Students Gone Global Rachel Klopstein World Vision, Stl Cardinals, Apple Dani Schaefer Michael Kors Kate Spade Apple Riley Sawyer Pepsi Max, Maurices, Target will Bergman N/A Moriah M Vanderburg Marley Lilly, CNN, Education Sphere Bradley Dice Tesla Motors SpaceX Google Rylee Hess swimoutlet, nike, speedo Max Cooper FIFA Ink Live nation Emmeline Talbot Hollister, Abercrombie, North Face DeMarais Bradshaw Shoe Dazzle Payless Amazon Shelby Ridenhour USA Track and Field Google St. Louis Cardinals Broc Graves Nike Running Faith Song Nike MLB Starbucks Emily Lynch Advocare Susan G. Komen Breast Cancer Awareness Fox 4 News Company Heather Cistola beauty brands, nike, pink Victoria Malicoat None Shane Ahrens Nike, Tesla, and Heifer International Aidan Swanson American Apparel, Urban Outfitters, NastyGal Nick Ingram Wizards of the Coast ESPN Green Bay Packers Carmen Rabel Forever 21 Antropologie Free people jason keophaphone Sprint Barnes and noble Microsoft

¡ ¡ 74 ¡ Keith Smith Sporting KC Ubisoft Western Seminary Rachael meuser Outward bound North face Crown & co Dakota Skouby McDonald's, Nike, Rue 21 Jeanna Cupp HyVee Starbucks Gain Nick Jones Cracked Penny Arcade Rooster Teeth/Achievement Hunter Corinne Frei Coach Kent Murphy, Tritons Softball, Avila Softball Ashly Blake ABC Family, Charming Charlie, Barnes and Noble Colton Reynolds State Bicycle Co Don't follow any others Margaret Perko Don't follow anything Brandon Appel Sporting KC, 1st Phorm, Indianapolis Colts Renee Freeman Boulevard, Yahoo, WSJ Jillian Bush NPR Music, PBS NewsHour, 90.9 The Bridge (all on Facebook) Devi FItelly Pentatonix (Band). No others. Katy Lehenbauer Chiefs Royals Blackhawks Nickolas Brielmaier CollegeHumor Lifehacker CNET Tianyi Wang Nintendo, Square Enix, Steinway Pianos Julianna Keenan Khols, forever 21, h&m Noah Gold SpaceX NASA Tesla Hank Gamel Royals, William Jewell, Kellog Shelby Zah Buckle Victorias Secret Amazon Grant Janssen Nike, Titleist, Red bull racing Morgan Olson Ringer, target, walmart Sarah Bracken Apple Lilly Pultizer Kate Spade Simone Marshall Cosmo Hollister Pandora Emily Maasen William Jewell, 96.5 the Buzz, Target Jamie Wallen Target, Apple, Starbucks Luke Longfield Nike, total frat move, Starbucks Dakkota Huber Conrad's Excelsior Springs Standard Kctv5 Kelsi Ortega Vevo, Amazon Kindle, 350.org Mary Luber Harvesters AMC Theatres The Midland Priscilla Paoli Lily Pulitzer, Vera Bradley, and Nike Madeline Hopfinger Marley Lily Patagonia Nike Johann Kinser Rooster Teeth (sort of) No others Quentin Riser Karmaloop and The Economist Brittany Phillips Metal Mulisha, Target, Bodybuilding.com Joe Mattli I don't Victoria Potts Lemon Tree Froyo, Diet Coke, ABC Sarah Franklin KC star Nike Sporting kc Ciara Rucker Forever 21 Nike H&M Hailey Mills None! Courtney Wells Dicks Sporting Goods, Victorias Secret Pink, American Eagle Josh Capron Forbes, ESPN, Jewell Lauren Burns Starbucks Ko's Black Belt Academy Lemon Tree Rylee Goodson Jimmy johns, pink, cnn Caitlen Sloan Wen Hair Care, Sparkle in Pink, The Cake Junkie

¡ ¡ 75 ¡ Chance Hairston Gambit Gaming League of Legends Guild Wars 2 Leilani Seaborn Amazon Kindle Weasley's Wizarding Wheezes No H8 Campaign Christopher Morrison Nike, Katie Damgar Sporting kc Andrea Rhoades BBC Khan Academy Dollar Tree Will Kraft Microsoft, Tech N9ne, South Park Mackenzie Lown Cerner, Fraternity Collection, Vera Bradley Savanna Myers Marley Lily, Target, Apple Spencer Bush Apple, Burnettes Vodka, Nike Meara von Malottke None Kelsey Brush Jimmy John's, Pizza Bar, Starbucks Abram Fernandez i don't Matthew T. Gormley Starbucks Olive Garden Sonic Mike Walker Nike, Gibson, FYE Evan Jones CNN NYTimes Cosmopolitan Aaron Neier TFM, Nike, and Adidas Gabrielle Myers Duck Commander Browning Vera Bradley Luke Kullberg Quicksilver, Hurley, Ripcurl Alex Roberds Nike, Adidas, US Track Morgan Hayter None. Jordan Coppin Eastbay Hollister Co. Dr. Pepper Audrey Arns Nike Questbar Starbucks Christian Beardall None Jessica Shockley Etsy is the only company I follow. Megan Moore Bath and Body Works AT&T Whataburger Madeline Cox World Vision Subway Barnes and Noble Sharese Planned Parenthood, DCCC, Feminist Majority Maria Rucker

• 1. William Jewell Dining Services 2. Chacos USA 3. Sseko

Cassy ESPN, CNN, Nike Nick Lichti Blizzard, Eat Your Kimchi, Riot Games Rebekah Schaefer Coke Nike Kelloggs Austin Baragary The New York Times, J. Crew, Target Elizabeth Radford NBC Amazon Vera Brendan Holder Arizona Diamondbacks, HRC, LCA Megan Wilson PB Teen, Michaels, Target, Vera Kendall Stewart I don't follow any brands/companies jessica wheeler lauren conrad national geographic the beauty department Kit Russell Kansas City Chiefs, Sporting KC, ESPN Kathryn Scherich All Student Groups Stephanie Mullen STL Public Radio Subway Walgreens Rohman Viar MTV, Pro 44, The Royals Shannen McCoy MLS, Taco Bell, Berrics Anthony Vaughan Penny Arcade, Square Enix, Ubisoft

¡ ¡ 76 ¡ Kate Shelton Cosmopolitan Urban Outfitters Comedy Joe Buhlig Nintendo Kansas City Royals Taco Bell Hannah Payne I Am Second Forever 21 K-LOVE Radio Sara Nichols Amazon, Adult Swim, Korn Vanessa Palier Nike Apple Victoria's Secret Carysa Kansas City Chiefs, Affordable Adorable Creations, Villalobos Rescue Center Brian Kongs Nike McDonalds Amazon Adam Young makers mark ruger crossfit megan cunningham RNDeer, Aftrena's Big Fat Morning Buzz,, Optimum Nutrition Chad Newman Sports center Chipotle Electronic Arts Amber Krigbaum Ariat Boots Jewell CUA Nike Jordan McCune Kappa Alpha Order Fox News Kansas University Athletics Vinny Bockhoff Nike Buffalo Wild Wings Lebron James Andrew Smith

• 1. St. Louis Cardinals 2. NPR 3. Al Jazeera

Annie Murphey I don't follow "companies," usually just people (i.e. Obama) and friends Nathaniel Egharevba NBA NFL Lakers Daniel Virga None James W. Milam Jr. NFL CBS NEWS BRAVES Victor Pizzato Amazon, epic games, ubisoft Bryson Waibel Nike, Apple, Papa Johns Justin Nike, Adidas, playboy Shannon Brady Starbucks Cheesecake factory JC Penny Annie Birzer William Jewell Dining Toms HauteLook Drake Hofer ESPN, Adidas, Nike Isaac Mattis i dont follow any Gabrielle Brooks NA Alexis Buford Nike Adidas Under armor Dean Pinhas TechnoBuffalo, MacRumors,NBA Tyler Parks Nike, adidas, apple Hilary Stuver Denver Broncos CNN News World Market Kate Woolery I don't. Trevor Goforth KC Chiefs Kansas University Athletics Adidas Taryn Brush Starbucks, College Football, MLB, Phil Pettit Roosterteeth, Rise Records, Victory Records Isaac Hamilton Total Frat Move Nike Wilson Tennis Brian ewy Kansas men's basketball Johnny Macs sporting goods Buffalo Wild Wings Amy Rice Allied Staffing Sweet Southern Sss Duck Dynasty Brett Steinbrink Gibson Guitar, Universal Pictures, Star Wars Ellie esry ABC network Fitness accounts E! News Mandy McKinney Harvesters, Clinique, ATI Kelli Sontag NPR, Harvesters, BBC

¡ ¡ 77 ¡ Lindsay Coffey Drumm Farm Center for Children, Serenetee, and Naked Drinks. Elizabeth Ording N/A Evan Johnson Underarmour, Nintendo, Android Dillon Besser 1) Total Frat Move 2) The Economist 3) Kansas City Royals Mallory K. McNeal TOMS Chacos Patagonia Maigan T. Bridgette Old Navy Forever 21 Delia's Tanner Brown Naked, Celsius, Walmart Taylor Greene JCrew, Ralph Lauren, Southernly Stated Sam Thomas Rowdy Gentleman, Chipotle Alisha Trujillo Forever 21 Urban Outfitters Free People Joe Weimer Zink Calls, Mossy Oak Camoflauge, Team Realtree

¡ ¡ 78 ¡

Q7 What is your reasoning for following each

• f the three brands listed above on social

media? (Explain each one separately)

¡

Answ ered: 338 Skipped: 0

Name: Open-Ended Response Brittany Plant Sharpie- Suggested to me Nike- I wear nike clothing Ugg- I wear Ugg shoes Daniel Q daily prices, specials Katelyn Johnson Deals Chris Stathopoulos 1) Breaking sports news and highlights 2) News on sales, new products 3) I enjoy their social media presence and communication with customers who tweet at them Jenny Nelson I like them all Natalie Henderson TOMS - new shoe arrivals, giving opportunities TWLOHA - blog posts, new shirts Pops - food Jacob Keeney I dont follow any brands/companies Libby Griffin None Alexandra Conklin coupons Stephanie Like them all Rebecca Broadbent I know the woman who owns this company, I like shopping at Forever 21, and I like shopping at Barnes and Noble, as well as knowing if there are any deals going on. Elizabeth Hudson

• 1. I have been a figure skater for 14 years so I like to know what the

results are for competitions. 2. He is one of my favorite singers so I like to know where he is playing and having concerts or when a new CD is coming out. 3. I love watching the Olympics so I like to know when and who they are deciding for each Olympic sport throughout the year. Emily Hoffman Women's Fitness--to get healthy eating ideas and workout ideas. Chipotle--to see special offers/promotions. Target--to see what is new in the stores. Cherish Walton Aeropostale: because I work there, and they wanted me to. Plus I would get to see the newest things we are promoting in the stores. Hollister: because I really like to shop there, and since we do not have

• ne in my hometown anymore I could see some of the things they had

in store, and then order them off line Shoe Company: shows me the newest shoes coming out and gives me an opportunity to preorder them before others Chelsea Price I like them and want to know what they are doing. Laina Gunsallus Old Navy-- Employeer Rexfest-- favorite local music festival. They tweet lots of links to shows and cool music Summit Woods Baptist Church-- keeps me up to date on my church familly Tyler Owens GNC- I work for GNC so I keep up with what they are sending out to customers or future customers NIKE- I follow them to see if they release any promotions on their products Underarmour- same

¡ ¡ 79 ¡ reason as nike Madeleine Jilka They aren't businesses. I don't follow businesses. 1. Cool dude 2. cool dudes 3. cool dudes Ashley Montee hilarious vines because they are really funny to watch. Teen district because it has inspiring posts, T mobile because that is the phone service i have. Amber Target- find what is going on with the company and what is new. Herbalife- I have friends who are distributors and this allows me to see what is going on with each individual. scentsy- I buy products from this company and like to find out what sales and products are being promoted. Alex Soos Get updates on news or current offers Mason McCoy ESPN- for updates, news Nike- Inspirational videos, new products MLB- updates, news, gear Amber McAdams Denver Broncos- keep up to date with game/player information. Tobi-watch for sales and specials Sons of Anarchy- see new merchandise and sneak peaks Ali Webb Clothing and shoes for all Nicole Littell Different ideas for recipes, keeping up with scores and standings Claire Williams

• 1. I love the onion and their satirical news pieces. It's easy to get

updates and read new articles on twitter. 2. I think Bo Burnham is a pretty funny dude, so I watch the vines he posts. 3. I want free stuff from McDonalds so I look for promotional deals on twitter or Facebook. Eric Lytle Old spice: sometimes they have funny advertisements. Chiefs: I am a chiefs fan and sometimes need updates Dicks sporting goods: they sometimes have coupons Stephanie Gartner Nike: I like to see new products that are coming out. US Soccer: I like to stay updated. Adidas: I like to see new products coming out. Zach West Work work work Danielle Stryker and Cerner I follow for possible job opportunities after graduation and to stay current on company events. Michael Kors I follow for new product launches. Vijay Umashanker Sports advertisement essentially. I like some updates and generally am interested in what those enterprises do. Paige Messina I am a part of both organizations and the posts on Facebook and twitter keep me updated with upcoming events Anthony Buss Nike- I like to see the new products that they have. LogJam- The post drink specials at the bar. Express- They have codes for discounts for people that follow them. Stephanie Onoh Coastal Contacts- to get a free pair of glasses Taco Bell- to learn about deals, coupons Urban outfitters- to know when good sales are going on Roselynn Zicarelli Tennis coach Abigail Bland Amazon is where I buy almost everything. CNN is just a news source. I frequently visit National Parks.

¡ ¡ 80 ¡ Wiley Meade Personal inferest Alan Kirk J Chloe Kittle Interesting because of the activities I participate in Andrew Kump What they offer interests me. Kyndal Shaddox Updates, advertising, deals/give aways Sara Willis Shopping Chris Castelluccio Deloitte: I work there. Good way to keep up with company news and

• updates. Forbes: they post interesting articles. GQ: they also post

good articles. Jeffrey Cunningham 1 & 3 - specials for drinks and food 2 - post helpful content pertaining to my work Chelsea Cundiff I shop quite a bit at Victoria's Secret and the account offers updates

• n new products and sale dates. Starbucks posts information about

new drinks and specials. Target posts various ads and sales that the store has going on. Matt Kellogs-I like cereal The walking dead- It is my favorite show Johnnie Walker- I want to hear about good deals because it is expensive Alyssa Bell Chacos- Love their products and pictures The Week- interesting, quick-read articles Grunauer- newly discovered restaurant, reminds me of trips Trevor Adams Sony- up to date with video games and products Microsoft- keep up to date with info CBS- to keep up with shows Rachel Beranek For all of them I frequently use their services Gavin Hodges Sony-I own a PlayStation gaming system and it gives me updates GameStop-I play and buy video games and it gives me updates on special offers. Kappa Alpha Order- I am apart of that Fraternity so it matters to me what is going on within it. Trey Christian Flick Patagonia- Enviornmental Business supporter WJC Soccer- Support

• f soccer and WJC Romney Ryan- Supported their platform

Samantha Bond N/A Jessie Johnson To get updates on the Chiefs games when I can't watch. Jimmy Johns has funny tweets. I like to follow the progress of the runners in the Boston Marathon. Molly Hutson I follow Tokyo Pop because of its cultural content and articles on

• Japan. I follow Disney because my daughter loves Disney movies and

Mickey Mouse especially and they post pictures and vacation

• giveaways. I follow Myth Busters for the updates on themes for next

shows and science news. Amanda Alexander Coupons for all Joshua Rogers I am not interested in advertisements on my news feed Kaitlyn Ray 1)Hoping for free stuff. 2)Still hoping for free stuff... 3)Dreaming of free stuff. Elisa Bulger ModCloth--I like the clothing. Herb Chambers Infiniti--My dad works

• here. Forever XXI--I like the clothing.

Shane Bowlen Nike- Favorite clothing brand Chipotle- Favorite place to eat Adidas- Favorite brand for soccer cleats

¡ ¡ 81 ¡ Casondra Stanford clothes Cameron VanDyke Lemon Tree - deals, coupons, new flavors Starbucks - deal, coupons, promotions Target - coupons, new information Jaylon Verser I follow Google fact because the facts are interesting bits of knowledge I follow the Who I am Series because it was created by a friend of mine. Jacquinta Hammons

• 1. class 2. help 3. entertainment

Rebecca Roach Incentives and special deals/ advertisements. Personalization. Alex Bush 1.) I like to travel and read about future adventures I may take. 2.) I'm a bit of an Apple nerd and just like to be up to date with anything new they might be up to. 3.) Honestly, I follow NatGeo just for the pictures... Brandell LeGrande I am a double major student and I do not spend much time with social media because it is very easy to get lost in it and waste valuable time. Morgan McCutchen All three are clothing stores/websites. I will usually check when they are having a sale or when new fashions are coming out for the current season. Rosemary Loher

• deals, food updates, new clothes, sales, fashion trends

Cole McCubbin I am a fan. I am a fan. I like Nike products lauren grubb nike is my favorite sports company. Jewell is my college. Cosmo is the only magazine I regularly read. heather scott i like design. i like fashion. i like food. Rachel M. Phillips I like Poptarts. I like Jolly Ranchers. I like iTunes and it is useful. Rachel Snider I like them, and I want to know what they're up to. They're actions interest me; if I were following a brand like Kellogg's, I would follow

• nly for a specific reason (like winning a giveaway) and not really be

interested in what they're doing. Janies Phan none Angel Wansing Converse- A brand of shoes that I wear Fearless Records- I help promote bands signed to this record Hot Topic- One of my favorite stores Kelsey Slater Coupons, Sports updates Sam Morman Vsauce- interesting and passes time Conan- funny interviews Jewell Baseball- have to? Kayla Brewster BBC-I love all their shows and I like to stay up to date on them. Apple- To keep up with apple's new products. JustFab-I love their products and like to know when their are new shoes. Jason Carmichael Wall Street Journal - To keep up with news. Applebees and Ben and Jerry's - I like the company. Kevin Kolibas Fox Sports- I am an avid soccer fan and it keeps me up to date with soccer news. SportsCenter- I like to be updated in all sports and this twitter keeps me informed OKC Thunder- I like to hear play by play tweets about Thunder games I can't watch on tv. Abigail Chorley cloths

¡ ¡ 82 ¡ Rachel Potvin

• 1. Our coach told us to like Ringor on facebook to support them

because they support us. 2. I worked there over the summer. 3. I enjoy reading updates on Facebook of upcoming episodes, information, etc. Madi Willenborg To keep up with sports and charity events Chelsey Williamson I follow express to get their discounts. I follow quest nutrition to see recipe ideas. I follow nike to see new merchandise. Emmanuel Porter Nike- I enjoy their running shoes. STL Cardinals- They're my favorite baseball team. Boy Scouts of America- I am an Eagle Scout and I enjoy being able to young children become better young men. Caitlin Troutman Starbucks-competitions, promotiona, gift cards opportunities Hellogiggles-article links Coupon cabin-coupons Katie Awtrey

• Dr. Pepper: I love Dr. Pepper. It is definitely my soft drink of choice.

Barnes & Noble: I love books, and I love this book store. Scentsy: I love these products, and one of my good friends is a consultant. Tommy Robinson

• 1. It was my place of work 2. For Alerts on deals and specials 3.

Entertaining tweets Megan Barnes Lululemon because I like their clothes and they always post cool things about yoga. Chipotle because it is my favorite place to eat. Target because it is my favorite place in the world. Gretchen Mayes TV show listings and possible job. Up to date accurate news. Offers. Emily Daniel

• 1. I care a lot about the positive impact recycling makes. Ripple Glass

posts many facts about glass recycling, promotes the idea of businesses recycling glass. 2. I have a friend who manages the page for the Kauffman Center, but I like to see what kinds of things the Center sponsors. 3. I love Oreos. I like to look at their posts because they are very visually appealing: bright colors, seasonal references,

• ther fun things.

Rayna Downing I love shopping at Walmart. American Eagle was my favorite clothing store, and it gave me an opportunity to see the deals for that day or

• week. Aeropostle - same reasoning as American Eagle

Chelsea Meeks ESPN because I enjoy sports, SNL because the show is funny, and E- news because I like updates with celebrities. Karlee Friend Marley Lilly and Target- shopping, to get deals Fox 4- news Courtney Ryan TWLOHA: I believe in their cause and find them insightful. Ranch: I love ranch. Hot Topic: I like their merchandise. Maggie Metz I don't think I follow any... Alex Steinkamp ESPN- I like to know what is going on in the sport world Mizzou- I like be updated daily on how all the Missouri sport teams are looking and performing PGA- I like to be updated on how the latest tournaments are playing out Taylor Sullivan I like theatre and am a theatre major, I like apple products and how they have evolved from Macintosh, and I also like to watch Doctor Who and have started a collectiong. Natalie Canuteson Aeagle-love their clothes Nike-keeps me feeling athletic Under armor- keeps me active Eric Chappell Discounts/givaways

¡ ¡ 83 ¡ Jordan Lemons Breaking News Truck location each day and food specials Sales Robert Mercer CNN: I like to stay informed on world events. NBA: Follow scores and news NFL: Follow scores and news Amanda Underwood MSN: It's my browser page, and there's always something in the news that catches my eye. Facebook: I'm in college, so I like to see what's going on back home and how my friends are doing. Many of them are in high school and it's cool to see them participating in events I enjoyed in high school. Youtube: I like to look up music videos in my spare time and play them in the background while I work on

• homework. Especially Disney songs, they work well with study time.

:P Jacob Jones I love football Lesley Iron They post about about upcoming deals and the newest fashion Drake Burdette I like to look at their products. I own some also Christina Pratt Reese's- I really like them Biore skincare- I have no idea, I don't even use their products that much Walt Disney- Disney movies are my favorite Alex Abend

• 1. They make good games, and I like knowing what's coming next. 2.

I'm interested in the Resident Evil and Mega Man series, and Twitter is probably the quickest way to get new information regarding either.

• 3. They're pretty funny, and they make some awesome games.

Sometimes they give away free stuff which is pretty great. Kasandra Cooper Nike: I wear their products everyday and they make inspirational posts for fitness. Starbucks: I used to work there and they post their

• promotions. CNN: alerts you with breaking news and very

informational James I like food. Hannah Maasen Target- i spend the majority of my money there and they offer sales and coupons Chipotle- they are gods gift to earth. Starbucks- equally delicious, and also offer info on sales and upcoming specials Bobby Berry Sports clothes and shoes Julie Cleek Logo TV: Sign up for contest for RuPaul's Drag Race The Bohemian Magazine: Supporting a local art magazine in KC that my highschool friends published Trinity Animation, Inc.: Was interested in internship at company Sam Cooper

• 1. Local Brewery (until yesterday) They post interesting pictures

about how the beer is made and tweet about new brews they are releasing 2. They tweet funny things about pizza. 3. Just interesting to see things they highlight. Kara Ebeling I enjoy watching NCIS so I follow the characters and show on twitter to see what is new on the show. Megan Carney Forever 21- I like to see what they have on sale because I love their type of fashion Victoria Secret- I love their perfume Amazon- I LOVE buying things from this site so I like to see what their deals are on free shipping Joel Steyer None Sarah Marley and lily: for updates of sale items Alabama football: to keep

¡ ¡ 84 ¡ posted with games and Alabama athletics Nike: to keep up with deals Samantha Meier Sonic- I like to know their specials. Twizzlers- I like to see if they'll put a coupon Alexia Foods- They sometimes let you vote on new flavors. Josh Priebe interest Ben Fahy I like their pages and what they have to offer in way of product updates Brodi Sabiston I follow Nike because i like to be able to see what they are coming out

• with. I follow Jewell Business so I am informed on current events. I

also follow Sports Center so I can be up to date with scores and games. Caroline Wells REI: possible online sales TOMS: like the company Starbucks: learn about deals Savannah Drew I chose tennis express because they give deals through tweets and get notified on sales. Sperry topsiders because they let you when they have giveaways or new arrivals. I also follow Toms because it shows their latest news and they also have special events posted through social media Eric Berner Adidas is my favorite brand. I played with Dunlop racquets for most of my tennis playing days. Babolat is one of the biggest names in tennis these days. Bailey Breeding Apricot Lane - I work there but I also like to pay attention to what the new items are Pac Sun - I like to know what specials/promotions they are running. Michael Kors - I like to see the new products they have. Aly Wurster

• 1. It's my favorite smoothie shop from back home- many friends work
• there. 2. I like to look at all the expensive clothes and fantasize about

what it will be like to have the money someday to purchase them. 3. Wendy's is awesome. I'm hoping to get a free frosty soon. Samantha Cobb I don't care to know about brands on fb or any other social media Skyler Chapman I like watching for sales at the first two and I work for the third. Lisa Strombach Disney Parks because I am an avid Disney fan and I enjoy knowing what is going on in the various parks on a day to day basis. Lilly Pulitzer because I love their outlook on life and the bright colorful products they offer. Panera Bread because I am from St. Louis so it has always been my go-to restaurant and I like to know when my seasonal favorites are offered again. Elayna Personal investment in company Ariel Neal Barnes & Noble - I love reafing and they post about new books and

• pionion polls. Amazon - All the deals! Hamburger Mary's Kansas

City - I just like knowing when things are happening in KC. Hunter Bingham Crocs are awesome. They have retweeted me. Goofy tweets Red lobster is a quality chain restaurant that posts pictures of foods that I

• like. Tide has some really good laundry tweets. Nothing better than

laundry tweets. Jeffrey Reimer N/A Rebekah Loyd The TV shows will post when the new seasons start so I don't miss

¡ ¡ 85 ¡ them Myriah Bernard I shop there and modeled for one Claire Etzenhouser Vineyard Vines and Marley Lilly because they often post different coupons or discounts on their social media cite, and Gatorade because it was suggested to me by twitter. Curtis Chapin Spiritual & musical enjoyment Kathryn Polizzi They gave their followers a free soda, see previous, see previous Erica Hankison I like the products, I like to enter giveaways and get coupons, I like to enter giveaways and see products Brooklyn Bradley Simple skin care: I'm interested in using their products and want to gain more knowledge on them. Target: I'm a fan of target and they always have great deals! Walmart: great deals on products I often use. Ezra Begemann To get the latest updates on merchandise, and upcoming albums/episodes Steven Schultz I work of American Century; I follow Vintage Stock to know when sales are going on; I follow Community America because they are my bank Clay Shaffstall ... Jeffery Lebowski Social media is a waste of energy. Kelcie Snyder Show of support, See Creations, Show Deals Grant Godfrey Nike i am an athlete and love sports and related items bethesda, i love bethesdas video games gopro, i am an avid outdoors man and ski often and i like to film my self doing them Hannah Bothner News on upcoming charity and events and new products, news on new products and to support the cause, and news on new shows and movies added to instant streaming. Ali I follow all 3 brands because I am a wedding consultant at one of the top stores in America and I have to constantly be updated on new trends, styling and where fashion is going in the bridal industry. Jess Capps WJDS: I get info about the menu Target: I get info about sales Spotify: I see what other people are listening too and it gives me ideas. Max Bullard Updates/ticket deals/ merchandise deals Updates Updates/apart of the company Paige Cook Know when sales or coupons Marissa Herbst They are where I shop the most Charlotte Belshe TOMS-I like to stay informed about their new products. People Magazine-They tweet fun facts about celebrities with links to their

• articles. Denver Broncos-I'm a big Broncos fan and I like to stay

informed about games even when I can't watch them in KC. Chancellor Williams Adultswim let's me know when they air TV shows, CNN and BBC are good for breaking news and they attempt to keep it unbiased. Kyle Ainge Personal care Stanley Singer, Jr. The reason is the same for each of them which is to support minority

• wned businesses.

¡ ¡ 86 ¡ Josh Sawers Virgin Atlantic - British company founded by sir Richard Branson. The main reason is because of his charity. He is very successful yet he gives a lot back to society. Chick fil a - I love their food and their

• brand. I think it is cool how they don't open on Sundays. Gatorade - I

like drinking Gatorade and we don't really have it in the UK. Shelley Spohn I like their clothing I like their clothing I like their clothing Michael Armstrong For the sports brands, I like to be able to follow these sports

• rganizations so I can be "in the know" with everything involved with

the sport. Same goes for my Lambda Chi Alpha page. We like to keep in touch with our nationals that way. Katharine DeBortoli n/a Kaylee Want to know new styles Want to know scores Want to know what he's doing Katie Bond I am a Music Major, and I enjoy going to professional concerts. Zachary Taylor Go-Green Pedicabs because I worked there, the others just showed up. Trenton Harnish preordered goods, need to follow development Amy Kessler Catfish and Tater posts pictures of their new shipments every week Target shows pictures of cute things throughout the store Blake Alexander I wear nike athletic clothes for my sports and daily attire. I wear adidas clothes and shoes. Buckel because I buy my jeans from their stores.

• a. hejny

Fashion interest and personal connections to companies. Matt Crawford

• 1. MLB-I like to be up to date with scores and player news. 2. 44Pro

Gloves is a baseball glove company that posts cool pictures of new gloves that they make. 3. Arby's-Because sometimes they have promotional deals. Jeremy Provance I buy many clothes from brooks brothers, I like to stay up on new, innovative things from Gear Patrol, and I like to see what's going on in the world from CBS news. Eryn Johnson Clothing Lawanda Stance Updates,Discounts,Stay up to day with news. Lee Cureton

• 1. I like longboarding and keeping up with the newest updates. 2. IGN

gives me all the info i need to keep up with the important gaming news that i want to hear without sifting through all the trash. 3. Supercell is the company that makes Clash of Clans and this keeps me posted on the latest updates. Trevor Logan usually these are suggested to me by the facebook search engines. Those listed above are just a few that I can remember off the top of my head. lainey because Zachary Starr I like the shoes/clothes/discounts they display Kate McFerren I like Regina Spektor's music and I want to know when new music comes out. I want news updates and I am interested in what other students are doing with travel

¡ ¡ 87 ¡ Rachel Klopstein World Vision- It is an organization that my family has participated in for several years now and I am interested in it as a possible career. Stl Cardinals- I am from St. Louis and have grown up watching and attending the games. Apple- They always seem to have the next best

• thing. Their brand is really reliable and well-known.

Dani Schaefer Michael Kors- For new bags and accessories Kate Spade - same as Michael Kors Apple - for updates on macbook pro and new products Riley Sawyer I like their products will Bergman N/A Moriah M Vanderburg ML- because I love the clothing CNN- to stay updated on what's going on Education Sphere- I take an interest in what's going on with the education system and how it's changing Bradley Dice I follow Tesla Motors because I like sustainable transportation, and their electric cars are fascinating. SpaceX has a lot of amazing technology developments, and I enjoy space. Google is a huge force in my life because I utilize their products very frequently and am a programmer interested in their work. Rylee Hess Sports Max Cooper

• 1. Soccer is pretty cool 2. My cousin works for ink 3. I like music

Emmeline Talbot To find sales DeMarais Bradshaw I love fashion for discounted prices. Also, I save a lot of money on books for school. Shelby Ridenhour I run track Google posts interesting things I love my cardinals Broc Graves They are what I do most of the time Faith Song

• 1. Apparel. 2. Keep up with updates 3. They sometimes have

coupons. Emily Lynch Advocare is a company I work for as a distributor. Susan G. Komen Breast Cancer Awareness is a very dear organization to me and my

• family. All of my aunts have been affected by breast cancer, and my

carries the BRNA gene. I want to support the cause and spread the word about the importance in examinations. Fox 4 News gives me my daily local and national news information on Facebook, without me having to access a TV to watch the News. Heather Cistola they interest me Victoria Malicoat N/a Shane Ahrens Nike- They have some pretty cool stuff, and I like sports and cool visual things. Tesla- They create electric cars, and I want one

• someday. Heifer International- They have a great mission and I have

volunteered there before. Aidan Swanson Fashion advice, sale information, new item information Nick Ingram

• 1. Wizards of the coast produce a card game that I play regularly. 2.

ESPN covers many of the sports teams that I follow. 3. The Green Bay Packers are my favorite football organization. Carmen Rabel Forever 21-like their clothes anthroplogie-love love the store and clothes Free people- like their clothes and other items they pin in pintrest jason I have sprint phone I work at Barnes and Noble I want to buy a

¡ ¡ 88 ¡ keophaphone computer from the Microsoft store eventually Keith Smith I like to hear about news for the games. I like to hear about news for new products. I like to hear about news for my school. Rachael meuser They all are things I love Dakota Skouby 1.I use to work their and i like their food 2.I like their shoes 3.I like their clothes Jeanna Cupp I visit HyVee regularly. I like to see what new drinks Starbucks has

• ut. I got a free sample/coupon.

Nick Jones Cracked: I enjoy the articles and they post many of them on facebook that I look at if they seem interesting Penny Arcade: They post daily updates on the webcomics they do and other things that interest me. Once again, liking them on facebook allows me to see what they put

• ut without checking their site regularly. Rooster teeth: Same thing as

the others. Easy notification about new content in one place. Corinne Frei They tweet funny things or I can relate to their tweets. Ashly Blake

• 1. ABC Family - I watch a lot of their shows and I like a lot of

actors/actresses that they feature. 2. Charming Charlie. I love their clothing and I am always looking for their newest product or when they have sales. 3. Barnes and Noble. I like to read and I like to know when knew books are coming out. I am also looking for sales. Colton Reynolds I like knowing the new products the company comes out with Margaret Perko Don't follow anything Brandon Appel Keep up with team updates and product releases Renee Freeman Boulevard - new promotions, specials, BEEEEEER Yahoo - news, celeb news - guilty pleasure WSJ - news, world news Jillian Bush NPR Music: find links to First Listen and other programs I want to listen to, check out new artists PBS NewsHour: find links to news pieces I want to read 90.9 The Bridge: see which artists are coming to KC Devi FItelly Is a vocal group that is funny, informative, and inspiring. Katy Lehenbauer Sports updates, event promotions Nickolas Brielmaier To get a laugh at new posts. To learn new and creative ways to do everyday tasks. To read new technology news. Tianyi Wang My interests Julianna Keenan I shop at all three and love it. They all have products on wanelo. Noah Gold Aerospace engineering is my field of study Aerospace engineering is my field of study I have an interest in cars Hank Gamel 1: I love KC baseball, live and breathe it. 2: I go to College there, so I will obviously follow it. 3: Gotta have those Wheaties! Shelby Zah Buckle & VS-I show at both these stores a lot, they have great deals and sales, customer friendly Amazon-site has everything! Good products, returning is easy, GREAT pricing Grant Janssen Main interests Morgan Olson Ringor-i use their products Target-i enjoy shopping there Walmart- where I shop most often Sarah Bracken Most of it is for fashion and up to date styles.

¡ ¡ 89 ¡ Simone Marshall Cosmo- I subscribe to their magazine Hollister- I like their clothes and buy from there Pandora- I listen to their stations frequently Emily Maasen because they post things that benefits me-- discounts, news, upcoming events Jamie Wallen Coupons for all Luke Longfield Clothing offers Comedy/ updates Spefial deals And offers Dakkota Huber Conrad's posts drink specials and the photobooth photos. Local news News Kelsi Ortega Vevo: Updates about my music tastes Amazon: Deals on books that I enjoy 350.org: Updates about politics and social issues I find important Mary Luber Harvesters: to learn about volunteer opportunities/ needs of the

• rganization AMC: To get discounts, to have links to movie reviews,

to see what changes are being made to theatres The Midland: upcoming events Priscilla Paoli Sales, sweapstakes, and promos. Madeline Hopfinger Marley Lily- free gift cards Patagonia- sales Nike- advertisements Johann Kinser I like their videos and podcasts. Quentin Riser Information and conversation Brittany Phillips I like the brands/companies. Joe Mattli N/A Victoria Potts ABC-I watch many shows on ABC Lemon Tree-Lists and updates current froyo flavors Diet Coke-Drink it often Sarah Franklin KC star- to get frequent news updates Nike- to see various athletes and products Sporting KC- to follow their games/community events Ciara Rucker Clotges and shoes Hailey Mills I never really think about following companies--I usually get enough information/deals from email. Courtney Wells Dicks-I like their products. VSPink-They usually advertise sales and good deals. AE-They have special sales and I like their products. Josh Capron

• 1. Business/world news 2. Sports updates 3. School sports updates

Lauren Burns Starbucks - I liked it on Facebook to get free offers or promotions. Ko's - I follow it on Twitter because I used to work there and I enjoy Taekwondo Lemon Tree - I liked it in order to know what new flavors they have and if they have promotions. Rylee Goodson Find deals, find deals, to get news Caitlen Sloan Wen: I use the product and they post sales, discounts, and special scents when they come out. Sparkle in Pink: They post whenever there are sales, nw products, or contests. I buy more from here than I

• should. The Cake Junkie: They're from my home town and I just like

to support them. They have the best cupcakes I've ever eaten. Chance Hairston I follow the Gambit Gaming league of legends team since they are my favorite team. I follow League of Legends and Guild Wars 2 as they are both games that I play. Leilani Seaborn I have a kindle and love to read I'm a Potterhead I believe in equality! Christopher I love nike

¡ ¡ 90 ¡ Morrison Katie Damgar I work for them Andrea Rhoades BBC- to find out about TV shows I like (when released, extras, etc). Khan Academy- I use their site a lot. Following them doesn't really benefit me often, but I like supporting them. Flying Saucer--bar where I do trivia every once and a while. Gives out themes and hints in advance. Will Kraft Each brand posts information in a manner that is not obtrusive. Mackenzie Lown I am interested in all of them. Cerner as a possible career chose. I like the clothes at the Fraternity Collection, and I collect the purses from Vera Bradley. Savanna Myers Marley Lily- information about flash sales and pictures of their products Target- Sale information Apple- Updates Spencer Bush Apple is interesting and posts pictures that seem meaningful and thought out. Burnettes Vodka has hilarious tweets. Nike posts pictures of soccer players that I look up to. Meara von Malottke NA Kelsey Brush I follow all three to stay updated on promotions Abram Fernandez do not have any Matthew T. Gormley I really don't follow them I simply liked them on face book. Mike Walker I follow these companies to see pictures of new products and to hear about sales and sweet deals. Evan Jones Stay informed Stay informed Health/Beauty Aaron Neier I like sports Gabrielle Myers You get coupons and get to know when sales are going to be happening in advance Luke Kullberg All three of them are surf brands and they post really cool picture of the water Alex Roberds Interest in products/ events Morgan Hayter I don't follow brands Jordan Coppin Eastbay often keeps me updated on the latest shoes and athletic

• gear. Hollister showcases their latest clothing styles which is

beneficial to me since I work there. Dr. Pepper followed me, so I followed back. Audrey Arns Nike is my favorite apparel Quest bar is something I eat after I work

• ut Starbucks is something I drink way too often

Christian Beardall None Jessica Shockley Because I use etsy to buy gifts, it gives me ideas. Megan Moore I like things that smell good. I like technology. I like fast food. Madeline Cox It is awesome to see the difference World Vision is making. Subway and barnes and noble have promotionals. Sharese I care about their political causes Maria Rucker

• 1. Caf menu 2. They're the best 3. Great mission

Cassy Be informed

¡ ¡ 91 ¡ Nick Lichti I enjoy video games, which is why I follow both Blizzard and Riot

• Games. I've been watching Eat Your Kimchi's vlogs for a long time,

and they have since created a business around their youtube popularity. Rebekah Schaefer I like them. Austin Baragary I shop at each/rely on them for interesting information. Elizabeth Radford Coupons were offered or they let out specials Brendan Holder Diamondbacks- I like the diamondbacks HRC- I feel they do good for

• ur country LCA- I am in LCA

Megan Wilson I like to shop there. X 4 Kendall Stewart none jessica wheeler interested in their posts / what they sell Kit Russell I love to keep up to date with sports Kathryn Scherich Direct Involvement Stephanie Mullen STL Public radio-applied for an internship there Subway-to see deals

• n food Walgreens-worked there, coupons

Rohman Viar MTV: Gives live updates during shows as well as info on upcoming

• shows. Pro 44: Gives deals for baseball gloves The Royals: Give live

updates on games, as well as discounts to team store Shannen McCoy Keep updated on games, products, athletes, events. Anthony Vaughan Penny Arcade: They host a large gaming convention every year that I wish to attend Square Enix: they post news about upcoming Final Fantasy games and general merchandise Ubisoft: Following because I want to keep up with the release of new games such as Watch_Dogs Kate Shelton Interest Entertainment Joe Buhlig Nintendo reminds me of childhood and evokes feelings of nostalgia. The Royals are my favorite professional baseball team and also remind of simpler times. Taco Bell is my favorite fast food restaurant. Hannah Payne I Am Second - inspiring messages Forever 21 - good clothing K- LOVE Radio - one of my favorite radio stations Sara Nichols Amazon: They keep me up to date on everything Adult Swim: They have really funny tweets. Korn: One of my favorite bands Vanessa Palier I follow Nike because I like to know the newest shoes/sports apparel. I follow Victoria's Secret because they have specials and deals on social media. I follow Apple because I like to know about the newest tech innovations that Apple comes out with. Carysa Chiefs are my favorite football team. Affordable Adorable Creations is my sister-in-laws company and I buy her stuff a lot. Villalobos is a great cause and I hope to adopt from them someday. Brian Kongs I like wearing Nike. McDonalds is cheap. Amazon is where I buy everything. Adam Young I want news updates for what they are doing and because these products generally interest me megan cunningham Interests Chad Newman I like updates on what the companies are doing.

¡ ¡ 92 ¡ Amber Krigbaum Ariat-to see what new shoes I want Jewell CUA- to get information Nike- it popped up on my follow list Jordan McCune Kappa Alpha Order keeps me informed on events, documents, etc... For my fraternity. Fox News is the news source I typically keep up with for current events KU athletics gives me the information of my favorite college sports team(s). Vinny Bockhoff Nike=see new items Buffalo Wild Wings= see when they have deals Lebron James=to see interesting new events Andrew Smith

• 1. I'm a fan of the team 2. News 3. News

Annie Murphey When I get on, I'm only concerned with things that directly affect my life (like my friends' lives). Nathaniel Egharevba I'm a sports fanatic. Lakers are favorite NBA team Daniel Virga None James W. Milam Jr. To stay updated on social media sites without having to leave the site and go to a news or sports site. Victor Pizzato Amazon- do most of my shopping there/deals Epic games- information on gears of war Ubisoft- latest games from them Bryson Waibel Nike - Favorite clothing brand, want to know new products Apple - Favorite technology brand, want to stay up to date on the technology

• n my devices Papa Johns - when I follow I get access to certain

deals from them. Justin Nike: I like the athletic clothing they have Adidas: I also like their athletic clothing Playboy: because it's playboy..#YOLO Shannon Brady Starbucks-I like finding out deals Cheesecake Factory-I like finding

• ut what new cheesecake flavors they get JC penny-I just like their

clothes Annie Birzer There was a special for Hautelook/ Toms if I followed, and I actually want to know what happens on WJC Dining Drake Hofer To keep up to date with the latest news and releases. Isaac Mattis i dont follow any Gabrielle Brooks NA Alexis Buford Nike new clothes Adidas new clothes Ua new clothes Dean Pinhas TechnoBuffalo is a good source for unbiased reviews of the latest

• technology. MacRumors, is pretty straightforward. Just updates on

different apple-related rumors. NBA accounts give great real time game scores and news updates. Tyler Parks Nike: merchandise Adidas: merchandise Apple: keep updated Hilary Stuver Denver Broncos - Score Updates CNN News - News Updates World Market - News about promotions Kate Woolery I don't follow brands. Trevor Goforth

• 1. I'm a big Chiefs fan 2. I'm a big Jayhawks fan 3. They sponsor

Jewellso I'm interested in the products that they are selling Taryn Brush I like to be updated Phil Pettit I keep up with media productions that Roosterteeth produces. I listen to a lot of the music that Rise Records produces. I also listen to a lot

• f the music that Victory Records produces.

¡ ¡ 93 ¡ Isaac Hamilton TFM: Humorous, relatable to my age and humor. Nike: Keep up to date on new products and styles. Wilson Tennis: Keep up to date on new products, styles and professional players. Brian ewy I love KU basketball I work for Johnny macs I like to hear about the specials at BWW Amy Rice Allied Staffing-work Sweet Southern Sass- country life Duck Dynasty-funny Brett Steinbrink I play guitar, I like movies, and I'm a big Star Wars fan. Ellie esry Workout advice Entertainment Mandy McKinney In order: a good cause amd products I use Kelli Sontag NPR - for updates on news and other reports Harvesters - to see what's happening around the Kansas City area surrounding the

• rganization BBC - for updates on news reports

Lindsay Coffey First one is where I used to work, the second one my good friend works for them, and because I used to drink those all the time. Elizabeth Ording N/A Evan Johnson I love the underarmour clothes, so I watch for deals. I watch Nintendo for new upcoming releases. Android tells me when good new apps are free, or when a new update is coming up. Dillon Besser 1) For laughs 2) For solid, important articles 3) They are my favorite professional team Mallory K. McNeal TOMS - online shopping and research project Chacos - online shopping Patagonia - online shopping Maigan T. Bridgette Sales/Discounts Sales/Discounts Sales/Discounts Tanner Brown New products New offers or discounts Ads Taylor Greene JCrew: posts sales and new items Ralph Lauren: shows all brands that the company has. Posts photo shoots and new items and sales Southernly Stated: posts sales and new items Sam Thomas I like Rowdy Gentleman and I really like Chipotle Alisha Trujillo Forever 21- One of my favorite stores because it is cheap Urban Outfitters- I love their clothes Free People- To find out about specials and sales Joe Weimer Zink- I love to duck Hunt Mossy Oak- I enjoy their products Realtree- I like to see what they post as far as deals/new products

¡ ¡ 94 ¡ ¡

Q18 If you don't eat breakfast, what is usually the reason for skipping?

¡

Answ ered: 338 Skipped: 0

Name: Open-Ended Response Brittany Plant No time Daniel Q time Katelyn Johnson No time Chris Stathopoulos Did not wake up soon enough to eat before class Jenny Nelson No time or I ran out of to-go breakfast items Natalie Henderson I'm usually rushed in the mornings, and I don't get very hungry until later in the day. Jacob Keeney Not enough time. Libby Griffin None Alexandra Conklin running late Stephanie Too busy Rebecca Broadbent No time! Elizabeth Hudson If I skip breakfast it is because I don't have time. Emily Hoffman I always eat breakfast. Cherish Walton Because I do not wake up in time to get breakfast. Classes are too early, and since I am not a morning person I am not usually hungry that early in the morning Chelsea Price I am in a hurry Laina Gunsallus I eat breakfast. Tyler Owens Time Madeleine Jilka Not enough time Ashley Montee Running late. Amber na Alex Soos Not enough time, rather sleep Mason McCoy Not enough time. Amber McAdams I eat breakfast Ali Webb I always eat breakfast....if i dont its cause i slept so late its lunch time Nicole Littell I always grab something usually Claire Williams Sometimes too busy (or I slept in too late) to make breakfast Eric Lytle Wake up after breakfast time or in a hurry Stephanie Gartner I don't. Zach West Not enough time Danielle Time. Vijay Umashanker I don't like waking up early or I have class

¡ ¡ 95 ¡ Paige Messina I didn't wake up early enough to give myself time to eat Anthony Buss Don't have time. Stephanie Onoh Not enough time Roselynn Zicarelli No time or running late Abigail Bland I always eat breakfast of some kind. Wiley Meade I eat breakfast. Alan Kirk Busy Chloe Kittle Convenience and money Andrew Kump In a hurry. Kyndal Shaddox I do eat breakfast! Sara Willis Not enough time Chris Castelluccio N/a Jeffrey Cunningham Breakfast is great! Chelsea Cundiff I usually eat breakfast. Matt Out of Time Alyssa Bell Out of time. Trevor Adams Sleeping in Rachel Beranek I dont have a enough time to eat breakfast or forgot to pack something to take with me on the go. Gavin Hodges Not enough time Trey Christian Flick Don't get up early enough/ Don't have any time Samantha Bond No time. Jessie Johnson I don't want to get up during the caf hours. Molly Hutson I always eat breakfast Amanda Alexander Not enough time Joshua Rogers Not enough time Kaitlyn Ray I usually eat something. Elisa Bulger I'm usually too busy to have breakfast in the morning. Shane Bowlen Wake up too late Casondra Stanford no Cameron VanDyke I always eat breakfast Jaylon Verser I am late for class, or have to participate in another activity during breakfast time. Jacquinta Hammons I do not have time. Rebecca Roach Sleeping in and missing it altogether Alex Bush Not enough time Brandell LeGrande No time Morgan I am busy or late for something.

¡ ¡ 96 ¡ McCutchen Rosemary Loher late for class Cole McCubbin Don't have time lauren grubb Woke up late heather scott it doesn't sound good when i'm up getting ready, never has. i usually just drink 16 oz of 2% milk. Rachel M. Phillips Don't have time, and I usually eat an early lunch and early dinner

• anyway. Money is an issue also; if there were cheap options that

taste good, I might eat breakfast more. Not a breakfast person. Rachel Snider I don't have time/I forget. Janies Phan Don't have enough time and/or no fast breakfast food options on hand. Angel Wansing Don't wake up with enough time to get some Kelsey Slater Sleeping Sam Morman Sleeping Kayla Brewster Don't have enough time to sit down and eat breakfast. Jason Carmichael No time. Kevin Kolibas If I don't eat breakfast it is usually because I have slept in or just can't make it. Abigail Chorley time/running late Rachel Potvin I wake up too late, so I just wait until lunch to eat. Madi Willenborg No time Chelsey Williamson I never go without something to eat for breakfast. Emmanuel Porter No time to get food. Caitlin Troutman Not hungry Katie Awtrey Lack of time. I enjoy sleeping more than eating breakfast. Tommy Robinson I usually eat breakfast Megan Barnes I sleep in too much in the morning to have time. Then I usually just don't feel like taking something to go with me. Gretchen Mayes I eat breakfast. Emily Daniel

• 1. I don't provide myself time to eat breakfast: wake up, get ready,

go to class, then lunch. 2. I am infrequently hungry in the morning because I almost always skip breakfast. I don't feel the need to eat it. Rayna Downing Oversleeping. Chelsea Meeks I did not wake up early enough Karlee Friend Not very hungry Courtney Ryan Time or no good options. Maggie Metz No practice, so sleep becomes more important. Alex Steinkamp I usually dont have time. Taylor Sullivan If I don't eat breakfast then it is because I am running out the door for class. Natalie Canuteson Not enough time Eric Chappell Woke up late

¡ ¡ 97 ¡ Jordan Lemons n/a Robert Mercer I am sleeping Amanda Underwood I'll miss the breakfast hours at our cafeteria because I've slept in too long before class. Jacob Jones Busy Lesley Iron I don't have enough time. Drake Burdette I eat breakfast Christina Pratt Not wanting to wake up before my 7:45. Alex Abend I usually have other things to do, and I figure I can make it until

• lunch. Hasn't failed me yet.

Kasandra Cooper I never skip breakfast James I eat breakfast. Hannah Maasen I eat breakfast! Bobby Berry Waking up late for class. Julie Cleek I eat breakfast everyday unless I'm sleeping in. Then my breakfast is technically lunch. Some people say "You snooze, you lose!" Well I say "I choose to snooze!" Because sleeping is awesome and I don't get enough of it. Are you still even reading this? I hope you're having a nice day! Sam Cooper I usually just drink coffee in the morning. I don't have to time to make a meal in the morning on most days. Kara Ebeling I am just not hungry in the morning. Megan Carney I usually sleep as long as possible before my first class so I do not eat breakfast Joel Steyer I usually eat breakfast Sarah Not enough time Samantha Meier I wake up too late. Josh Priebe I never skip Ben Fahy I wake up late. Brodi Sabiston Time crunch Caroline Wells I eat it about half the time, if I don't its because I forget Savannah Drew I wake up too late to eat breakfast so I just wait an hour or two until lunch is open Eric Berner I always eat breakfast Bailey Breeding I eat breakfast Aly Wurster Don't feel like waking up early enough to eat before class. Samantha Cobb If I do not eat breakfast it is because I wake up late and I am late for a class Skyler Chapman I'm normally running late Lisa Strombach n/a Elayna Wake up too late Ariel Neal Oversleeping Hunter Bingham Too tired if I miss it. Jeffrey Reimer I never miss a meal. Rebekah Loyd I woke up at lunch time Myriah Bernard Messes with my Chrons disease Claire I don't have enough time to eat.

¡ ¡ 98 ¡ Etzenhouser Curtis Chapin sleep Kathryn Polizzi Not enough time Erica Hankison N/A Brooklyn Bradley It's early in the morning! Ezra Begemann I have early classes and like to get as much sleep as possible Steven Schultz I usually don't have enough time in the mornings to make it in time. Clay Shaffstall Time, also with the 15 meal plan it is either breakfast OR lunch Jeffery Lebowski Time Kelcie Snyder no time or desire Grant Godfrey i eat it Hannah Bothner Not enough time or forgetting. Ali I'm too busy. But I normally drink a Boost (much like the Kellogg breakfast drink that just came out) Jess Capps I have to eat lunch at 10:30 because I have classes the rest of the lunch hour. Or I get too busy. Max Bullard Not enough time Paige Cook Lack of time in the morning Marissa Herbst Overslept, need to get to class, or there is nothing good in the Caf. Charlotte Belshe Running late. Chancellor Williams Sleep is better than food sometimes. Kyle Ainge I don't skip Stanley Singer, Jr. I do not enjoy breakfast food. Josh Sawers I don't skip by choice. I could possibly sleep through breakfast. Shelley Spohn I choose to sleep instead. Michael Armstrong Class or more sleep. Katharine DeBortoli No time Kaylee Not enough times Katie Bond I get sick if I eat to much in the mornings, so a granola bar is good, and I'm just not hungry in the mornings. Zachary Taylor class schedule Trenton Harnish N/A Amy Kessler I didn't wake up early enough Blake Alexander I'm not hungry or I don't want to wake up.

• a. hejny

Not enough time Matt Crawford I didn't wake up in time. Jeremy Provance I don't have time before my day starts. Eryn Johnson I do eat breakfast everyday Lawanda Stance I don't wake up in time. Lee Cureton Late Trevor Logan usually its a weekend day in which I utilize the only time that I have to sleep in. lainey Stupid cafe is not oppen

¡ ¡ 99 ¡ Zachary Starr I enjoy my sleep Kate McFerren I don't have time because I want to wake up early enough Rachel Klopstein I don't have to go and get breakfast. Dani Schaefer So i can sleep longer Riley Sawyer I do not have time for it. will Bergman Sleeping or School Moriah M Vanderburg No time or I'm running late Bradley Dice No time to eat. Rylee Hess time Max Cooper Sleep Emmeline Talbot Sleeping in DeMarais Bradshaw lack of time Shelby Ridenhour Too busy? Sometimes I eat multiple times before 9 am Broc Graves Nt enough time Faith Song I don't have time or am too tired to get up to go eat. Emily Lynch I eat breakfast! Most important meal of the day. It gets me started

• n the right foot.

Heather Cistola no time or im not hungry/sick Victoria Malicoat Not enough time Shane Ahrens The caf is closed. Aidan Swanson Stomach ache. Nick Ingram Late to class Carmen Rabel Too busy jason keophaphone If I ever skip breakfast, it is because I slept too long. Keith Smith Not enough time. Rachael meuser I eat Dakota Skouby No time Jeanna Cupp Don't have enough time, out of food Nick Jones I wake up late without time to eat breakfast before class. Corinne Frei I didn't have time. Ashly Blake I have to get up too early and forget/don't have time. Colton Reynolds Can't get to cafeteria on time Margaret Perko Don't have enough time Brandon Appel sleeping in until lunch Renee Freeman running late or don't have breakfast food in the house Jillian Bush not enough time Devi FItelly . Katy Lehenbauer Time, early lunch, wake up late on weekends Nickolas Brielmaier I do eat breakfast. Tianyi Wang Class Julianna Keenan I prioritize sleep over food. Noah Gold Time constraints

¡ ¡ 100 ¡ Hank Gamel I need sleep between work and school, or I will be a zombie for

• both. Not enough time.

Shelby Zah I eat breakfast Grant Janssen Woke up late Morgan Olson Not enough time Sarah Bracken NA Simone Marshall I wake up late and have to hurry to class so i dont have time to eat Emily Maasen wake up late in the day, so I will just wait until lunch time (rarely) Jamie Wallen I don't have class till noon so I just eat lunch Luke Longfield I eat breakfast Dakkota Huber Don't skip Kelsi Ortega I do eat breakfast. Mary Luber I do eat breakfast, but on days I do skip it is because I am in too big

• f a hurry to make something.

Priscilla Paoli I don't have time or I'm not hungry. Madeline Hopfinger N/a Johann Kinser Lack of hunger and time Quentin Riser Sleep Brittany Phillips Not enough time. Joe Mattli Not enough time/woke up late Victoria Potts too busy Sarah Franklin I eat breakfast Ciara Rucker No time Hailey Mills Not enough time. Courtney Wells Too little time Josh Capron Not enough time Lauren Burns I don't have time before class or I sleep in too late. Rylee Goodson Slept in Caitlen Sloan Not enough time. I can either wake up early enough to eat and make it to my 7 am class on time, or I could sleep that extra ten minutes, skip food, and make it to class on time. (I prioritize sleep

• ver breakfast.)

Chance Hairston I am not awake early enough for it. Leilani Seaborn Not hungry Christopher Morrison Dont have time in the morning before class Too lazy to get up on

• ther days.

Katie Damgar I eat breakfast Andrea Rhoades I never have time. Occasionally I miss breakfast because I forget to grab it on the way out of the house. Will Kraft N/A Mackenzie Lown I usually eat breakfast unless I am in a hurry Savanna Myers I always eat breakfast. Spencer Bush Sleeping in Meara von Malottke I am not hungry in the mornings. Kelsey Brush I skip if I do not have time

¡ ¡ 101 ¡ Abram Fernandez I do not have time. Matthew T. Gormley Late for class. Mike Walker I'm sleeping Evan Jones I don't want to wake up early for it Aaron Neier Class/ football Gabrielle Myers forgot/ didn't have time Luke Kullberg Want to sleep longer Alex Roberds Always eat breakfast Morgan Hayter I generally eat breakfast Jordan Coppin I don't have enough time to spare after my morning routine to get something, no matter the size or quantity. Audrey Arns I woke up late Christian Beardall Sleep Jessica Shockley I do not have time, like I am late for class Megan Moore I don't have time to eat. Madeline Cox not enough time Sharese Time Maria Rucker Wake up late Cassy Too busy Nick Lichti In a hurry or I'd rather sleep in. Rebekah Schaefer I'm not hungry Austin Baragary I eat breakfast. Elizabeth Radford I don't make time for breakfast Brendan Holder I have morning classes. Megan Wilson I eat breakfast Kendall Stewart I am in a rush jessica wheeler no time Kit Russell I usually have something such as physical therapy during the time

• f breakfast that disallows me from eating breakfast.

Kathryn Scherich I do.. Stephanie Mullen Do not have time or I am not hungry Rohman Viar No time before class Shannen McCoy Not awake early enough to catch breakfast Anthony Vaughan Not enough time Kate Shelton Don't like eating breakfast Joe Buhlig Time constraints Hannah Payne I'm not hungry in the morning and usually feel sick if I eat too early. Sara Nichols I'm running late. Vanessa Palier I eat breakfast every morning Carysa No time Brian Kongs Sleep>breakfast

¡ ¡ 102 ¡ Adam Young I am a college student who likes to sleep megan cunningham None Chad Newman To lazy to get up and go. Amber Krigbaum I don't have time. Jordan McCune N/A Vinny Bockhoff Woke up to late and I have class. Andrew Smith Nothing in the fridge, not enough time, etc Annie Murphey i dont Nathaniel Egharevba Lack of time Daniel Virga Time James W. Milam Jr. Sleep through it or too busy. Victor Pizzato Woke up late and don't have time to eat. Bryson Waibel N/A Justin Sleep > breakfast Shannon Brady I almost always have something for breakfast. Annie Birzer I ALWAYS eat breakfast Drake Hofer In order to be hungry for an early lunch. Isaac Mattis time Gabrielle Brooks NA Alexis Buford Class Dean Pinhas To sleep-in Tyler Parks No time Hilary Stuver Didn't get up in time to make it to the caf. Kate Woolery Breakfast makes me sick. Trevor Goforth I forget or just don't talk the time to get anything Taryn Brush Time Phil Pettit Waking up late Isaac Hamilton Running late or sleeping in Brian ewy N/A Amy Rice dont have time Brett Steinbrink I eat breakfast daily. Just like Walter Jr. Ellie esry I do eat breakfast. Mandy McKinney In a hurry Kelli Sontag Waking up late or not having enough time. Lindsay Coffey I eat breakfast regularly. Elizabeth Ording I don't have anything quick available. Evan Johnson I like to sleep, and will do so whenever I can. Dillon Besser Running late or not feeling well when I wake up. Mallory K. McNeal If I skip, it's usually because I'm too busy and forget. If I have a convenient "to-go" option, I'm much more likely to eat breakfast. Maigan T. Bridgette Woke up late and didn't make it breakfast before class Tanner Brown No time, early classes Taylor Greene I don't like breakfast foods.

¡ ¡ 103 ¡ Sam Thomas If im running late but I always eat something in the morning Alisha Trujillo In a rush Joe Weimer Hunting or Sporting Activities

¡ ¡ 104 ¡ ¡

Q20 When you think of breakfast, what brand first comes to mind? Why?

¡

Answ ered: 338 Skipped: 0

Name: Open-Ended Response Open-Ended Response Brittany Plant Jimmy Dean Most advertised Daniel Q Dannon Yogurt Katelyn Johnson Carnation Instant Breakfast It's fast, tastes good, and healthy. Chris Stathopoulos Starbucks Coffee is a constant in my morning routine Jenny Nelson Kellogg's or General Mills I hear about them a lot. Natalie Henderson IHOP It's the international house of

• pancakes. I love pancakes. I eat them

more often for dinner, though. Jacob Keeney General Mills It is the largest all encompassing breakfast brand. Libby Griffin Kellogg's None Alexandra Conklin pillsbury family tradition/holidays Stephanie Kellogg The cereal Rebecca Broadbent Pop tarts Because I used to eat them when I was a child. Elizabeth Hudson Breakfast Essentials I like the Breakfast Essentials protein shakes-they are fast and convenient in the morning. Emily Hoffman Quaker and Jif Because I eat Quaker Oatmeal with peanut butter for breakfast every morning. Cherish Walton Peanut butter crackers Because if i do eat breakfast I usually just grab one of those Chelsea Price Kelloggs I like to eat frosted flakes Laina Gunsallus Cheerios most people I know eat cheerios Tyler Owens Kelloggs, GNC (Shakes) Kelloggs makes various cereals that I

• eat. GNC makes ready-to-drink

shakes for meals. Madeleine Jilka None. That stuff doesn't matter. Ashley Montee Cheap knockoff. Do not have much money. Amber bilthouse farms I can take it with fruit or toast and get vitamins and minerals to increase my thinking and energy. Alex Soos Kellogg One of the large manufacturers of cereal Mason McCoy Eggs, bacon, and coffee. This is what I usually eat for breakfast. Amber McAdams Kellogs There are so many commercials

¡ ¡ 105 ¡ Ali Webb Quaker Oats! Nicole Littell Cheerios I eat cereal a lot and that's my favorite Claire Williams Anything pancakes related, usually hungry jack. I like hungry jack pancake mix and I like pancakes for breakfast, therefore it came to mind first Eric Lytle Kellogg's I love cereal Stephanie Gartner Pop tarts. They are a big brand and have a variety of breakfast pastries. Zach West Lucky charms Because they are magically delicious Danielle Kashi It's healthy. Extra protein. Tastes phenomenal. Vijay Umashanker Honey Nut Cheerios I used to eat them for breakfast every day. Paige Messina Special K I most always have a bar or cereal that is Special K one a week Anthony Buss Kellogs I think of cereal. Stephanie Onoh Jimmy Dean I eat their breakfast bowls Commercials Roselynn Zicarelli McDonalds (unfortunately) Most convenient Abigail Bland General Mills I have Honey Nut Cheerios in my dorm room. Wiley Meade Tang. Taste. Alan Kirk Kellogg Because cereal, that's why. Ya heard? Chloe Kittle Kellogg Widely known and trusted Andrew Kump Kellogs Because I don't know the brand that makes bacon. Kyndal Shaddox Cinnamon Toast Crunch Delicious Sara Willis Kellogg The most advertisement Chris Castelluccio Quaker oats I eat oatmeal almost every day Jeffrey Cunningham Honey Nut Cheerios My favorite breakfast cereal Chelsea Cundiff Kelloggs They market a wide variety of breakfast products. Matt Kellogs I like Frosted Flakes Alyssa Bell Cheerios Quick, tasty, not too much sugar. Trevor Adams General Mills I ate alot of their cereal growing up Rachel Beranek kellogs I like their frosted flakes Gavin Hodges Cereal products They are quick and easy Trey Christian Flick Kellogs Because I feel they have products in many products of business Samantha Bond Kellogg It's a very popular brand Jessie Johnson Scrambled Eggs I enjoy them and I make them for breakfast alot when I am at home. Molly Hutson Post Cheerios is one of my favorite cereals

¡ ¡ 106 ¡ since I was a child. Amanda Alexander Quaker Oatmeal & breakfast bars Joshua Rogers Kellogs Because they make cereal Kaitlyn Ray Kellog Tony the Tiger. Elisa Bulger Kellogg's My parents always had Kellogg's corn flakes for breakfast. Shane Bowlen Kellog Favorite cereal Casondra Stanford Special K its healthy, quick, easy, good Cameron VanDyke Kellog's I usually eat cereal of some sort Jaylon Verser

• Ms. Buttersworth

Well, I'm not sure. I do no eat sweets, nor do I use syrup on pancakes. Jacquinta Hammons kellogs the variety of cereal. Rebecca Roach Belvita Sustained energy marketing, tasty biscuits Alex Bush Kellogs - Poptarts Poptarts are my go to breakfast when I'm in a hurry Brandell LeGrande Post Cereals or Oatmeal - Kashi Commercials for Post. Kashi has an amazing tasting oat in their oatmeal. Quaker Oats is bland and old tasting. Morgan McCutchen General Mills General Mills provides a large variety

• f cereals, and since cereal is usually

my go to breakfast, this brand often comes to mind. Rosemary Loher nature valley health and convenience Cole McCubbin Eggs It is the easiest breakfast option for me lauren grubb Kellog I like cereal heather scott cheerios because if i do eat breakfast, it's usually that. Rachel M. Phillips Kellogg's Commercials for breakfast are popular. Rachel Snider Kelloggs. I'm taking a Kelloggs survey, but also, I frequently eat cereal for breakfast. Janies Phan Kelloggs It's the brand of cereal that I eat. Angel Wansing Quaker I typically think of oatmeal first when thinking of breakfast Kelsey Slater Quaker Oats I love oatmeal Sam Morman Roberts milk Milk is delicious Kayla Brewster Kellogs Because it is the first cereal brand that pops into my head. Jason Carmichael Kellogg's I thought of Cereal brands and then I thought of Kelloggs.

¡ ¡ 107 ¡ Kevin Kolibas I usually don't eat brand names at breakfast. I eat eggs, fruit and such. Not cereal Look at above answer. Abigail Chorley mills cheap cereal Rachel Potvin Great Value. The Wal-Mart brand of anything. Cereal, granola bars, canned fruit, cheesesticks, etc. Madi Willenborg Kellogg I associate cereal as a breakfast food and my favorite cereal is a Kellogg brand. Chelsey Williamson Quaker I like eating oatmeal for breakfast. Emmanuel Porter Kellogg Good brand of food. Caitlin Troutman Larabar, fage They are the brands I eat consistently Katie Awtrey Kellogg I see commercials for them all the time. Tommy Robinson Cereal I always eat a bowl of cereal for breakfast Megan Barnes Kellogg I think of cereal. Gretchen Mayes General Mills My family member works for General Mills and I like their breakfast cereal and yogurt. Emily Daniel Well, I am thinking Kellogg's because I read the consent section... Well, I am thinking Kellogg's because I read the consent section, but normally I would think of the type of food I would want, not a brand, e.g. bagel, banana, orange juice instead

• f Post, Kellogg's, Malt O Meal, etc.

Rayna Downing Biscuits, hashbrown, sausage, and chocolate milk. That is typically what I eat every morning in the cafeteria Chelsea Meeks General Mills Because that is where my favorite cereal comes from Karlee Friend Kellogg's I think of cereal mostly. Lots of advertisement from them. Courtney Ryan General Mills They make a lot of cereal. Maggie Metz General Mills Cereal is delicious and they have some of the best (tasting). Alex Steinkamp Kellogs I have eaten that brand of cereal since I was little. Taylor Sullivan Poptart It is my go to breakfast item. Natalie Canuteson Luna bar I had it for breakfast Eric Chappell Lucky charms They're magically delicious Jordan Lemons Nature Valley I usually eat Nature Valley bars for breakfast Robert Mercer Kellogs Kellogs makes the Chocolate Krave

¡ ¡ 108 ¡ Cereal. Amanda Underwood Cocoa Puffs, I have them almost every morning with a bagel. I consider it my "daily dose of chocolate," and eating two things I love (cocoa puffs and bagels)makes me feel more confident about the day ahead of me. Jacob Jones None I don't care about brands Lesley Iron Kellogs It's on all the cereal boxes. Drake Burdette Kellogg They make the most cereal/ breakfast

• ptions.

Christina Pratt Trix I always ate it as a kid Alex Abend Kellogs Because I enjoy Bran Flakes an unusual amount for a twenty year old. Kasandra Cooper Quaker I eat oatmeal everyday James Kellog's Usually because of their slogan that I've had drilled into my heads for eons. Hannah Maasen Cheerios! So i suppose that is general mills? second is nature valley! Cheerio's are the epitome of breakfast and nautre valley granola bars are what i eat for breakfast most day! Bobby Berry Cereal or Fruit Loops Easy, fills me up and cheap Julie Cleek Kellog's Because cereal Sam Cooper Pop Tarts Loved them when I was growing up. Kara Ebeling Kellogs Commercials on TV Megan Carney Kashi When I do eat breakfast it is usually

• ne of their breakfast bars

Joel Steyer Kelloggs I usually eat Kelloggs cereal and their commercials are the most memorable Sarah Quaker They have oatmeal and granola bars which I eat Samantha Meier Pop Tarts I almost always ate them for breakfast in high school. Josh Priebe Folgers and Bacon I like them Ben Fahy Kellogg they are very prominent in advertising Brodi Sabiston The types of food that normally are involved with a home cooked breakfast. These are the things that are normally portrayed with breakfast. Caroline Wells Quaker breakfast bars, oatmeal to go Savannah Drew Cheerios Because I associate breakfast with cereal and my favorite personally is Cheerios. Eric Berner Kellogg I eat a lot of their cereal, pop tarts, bars etc. Bailey Breeding Quaker I really like to eat oatmeal for breakfast. Aly Wurster Quaker Oats I love oatmeal, it's the most abundant

¡ ¡ 109 ¡ breakfast option I keep on hand. Samantha Cobb N/A I don't think of brands when I think of breakfast I just eat whatever is handed to me Skyler Chapman General Mills It's the type of cereal I eat Lisa Strombach Kellogg's Poptarts That is usually the fast, convenient breakfast I grab before leaving most mornings Elayna Frosted Flakes Cereal ate it frequently as a kid Ariel Neal Quaker I like the granola bars. Hunter Bingham General Mills I love cereal and their advertising. Jeffrey Reimer Bacon and eggs, yogurt and granola. Because that is what I make every morning. Rebekah Loyd General Mills Because they make lots of cereal and lots of commercials Myriah Bernard Pancakes Thier my favorite! Claire Etzenhouser Kelloggs I eat a lot of kelloggs brand cereal. Curtis Chapin Chex I eat their cereal about every morning. Kathryn Polizzi Kellogg Their commercials live in my childhood memories. Erica Hankison Quaker I guess they just focus on the breakfast marketing and I see a lot of ads for it. Brooklyn Bradley Kellogs and general mills I eat cereal for breakfast a lot, and these are generally the brands I eat. Ezra Begemann Great Value Its the brand of pop tarts I generally eat Steven Schultz McDonalds I love their breakfast food Clay Shaffstall Kellogs Cereal? Jeffery Lebowski Milk Boobs Kelcie Snyder Quaker Old Brand and Grew up with it Grant Godfrey kellogs i think about cereal and their a cereal company Hannah Bothner Kelloggs They have a lot of breakfast products and are well known. Ali Cereal It's quick, cheap and easy. Although I do drink Boost every morning and it is packed with nutrients and gives me energy for my day. Jess Capps No brand. Because I make my own food. Max Bullard Eggs Thats all my mom would give ,e Paige Cook Quaker Oats I use to eat a lot of oatmeal Marissa Herbst No brand comes to mind. Because when I think of breakfast, im thinking about food and what looks good. Charlotte Belshe General Mils Because I like cereal.

¡ ¡ 110 ¡ Chancellor Williams Folgers Because of the song: THE BEST PART OF WAKIN' UP IS FOLGERS IN YOUR CUP Kyle Ainge Keloggs Favourite cereal Stanley Singer, Jr. Farmland Foods Their bacon. Josh Sawers No brand comes to mind A brand doesn't come to mind as the food itself comes to my mind. I.e. What am I going to eat on this day. Shelley Spohn Kellogs I like their cereals a lot. Michael Armstrong Kelloggs I think of cereal as soon as I hear breakfast. Katharine DeBortoli Kellogg Because it's really popular Kaylee Quaker Because I eat a lot of oatmeal Katie Bond Quaker they have different options for quick breakfast foods Zachary Taylor Kelloggs Their cereal and other breakfast shake and bars Trenton Harnish No particular brand comes to mind I don't think of the brand my toast, eggs or bacon comes from for breakfast. Amy Kessler malt o meal It has my favorite cereal (cocoa dynobites) AND it is cheaper Blake Alexander Kellogs I eat frosted flakes for breakfast.

• a. hejny

Silk I use their Almondmilk on my cereal. Matt Crawford Waffles. I like to have waffles for breakfast if I can. Jeremy Provance Kellogg's Cereal I used to eat a lot of cereal, I don't any longer. Eryn Johnson Quaker I love oatmeal Lawanda Stance Kellogg

• Advertisement. And they own tons of

breakfast products. Lee Cureton General Mills Cheerios Trevor Logan Model Dairy Because I usually eat after lifting practice in the early morning. This means that I am looking for foods that are rich in proteins and carbohydrates in order to rally through my busy schedule lainey Fruitloops cereal Zachary Starr Aunt Jemima I like her syrup Kate McFerren Special k or Fiber One Those are what I usually buy Rachel Klopstein Kellogg Mainly for their poptart commercials. Dani Schaefer AMP Protein Shakes That is the protein shake i currently drink almost every day for morning meal replacement

¡ ¡ 111 ¡ Riley Sawyer General Mills I think I eat that brand more than

• thers

will Bergman Kellogg's When I eat breakfast, I almost always eat cereal. Kellogg's, is the number

• ne brand in cereal.

Moriah M Vanderburg Any cereal It's the most common breakfast item, it's fast and easy. Plus the eggs in the caf aren't that great. Bradley Dice Kellogg's They use their company name in their product names. Rylee Hess cheerios just because Max Cooper Simply orange I like orange (both the color and the juice) Emmeline Talbot Kellogs It is everywhere DeMarais Bradshaw Special K protein bars Convenient, tasty, healthy, and reasonably priced Shelby Ridenhour Hiland Dairy Foods Co. That's the type of milk my high school used for breakfast and lunch. Broc Graves Eggs I love eggs Faith Song Kelloggs cereal I love cereal. Emily Lynch Special K. I normally grab a Special K Protein Bar for breakfast, or if I have more time than normal, I will enjoy a Special K Cereal option. Heather Cistola Quaker Oats Oatmeal is a good start to the day. Victoria Malicoat General Mills It's what I eat most often Shane Ahrens Great Grains It is my go-to breakfast cereal. Aidan Swanson Captain Crunch ?? It's delicious duh Nick Ingram Farm Land Bacon Bacon is delicious an my home town has a farmland plant. Carmen Rabel Special K I eat their strawberry and yogurt cereal jason keophaphone Kellogs cereal I grew up on it. Keith Smith Kellog's...duh Because they are the greatest. Rachael meuser Mornings that suck Because I'm usually half asleep eating Dakota Skouby Pillsbury I eat their toaster strudels for breakfast most times Jeanna Cupp Cheerios favorite breakfast Nick Jones Cereal brands such as kellogs If I am making my own breakfast I will usually eat cereal and that is a common brand I eat. Corinne Frei Banana It's what I usually eat. Ashly Blake Kelloggs I eat a lot of their granola bars in the morning or I usually have their cereal in my pantry.

¡ ¡ 112 ¡ Colton Reynolds Kellogg's I think of cereal, and that's the first brand of cereal that comes to mind Margaret Perko Belvita! Because they are delicious. Brandon Appel Kellogg's they constantly advertise their product Renee Freeman Raisin Bran I eat it almost every day if I don't make eggs and toast Jillian Bush Saltines Saltine crackers are about the only food I keep in my room, so if I eat breakfast that's usually what it is. Devi FItelly Pop Tarts. Is a common breakfast food. Katy Lehenbauer General Mills Cereal Nickolas Brielmaier Jimmy Dean Creative advertisements and good tasting foods. Tianyi Wang kellogg Cereal Julianna Keenan Biscuits and gravy. It's my favorite. Noah Gold Kellogg's Lots of cereals Hank Gamel Kellog. Wheaties of course. Shelby Zah Cereal-Kellog Most likely breakfast food Grant Janssen Eggs All I eat Morgan Olson Kellogg I think its one of the most common... And I have a Kellogg factory near my house. Sarah Bracken Dannon Oikos I eat Greek yogurt multiple mornings a week Simone Marshall Toaster Strudel. or whoever makes them Because i ate them a lot before i came to college Emily Maasen Kellogs not sure, maybe because cereal and breakfast correlate for me Jamie Wallen Kellogs Cereal Luke Longfield Eggo I eat a good amount of waffles Dakkota Huber Kelloggs Popular cereal brand Kelsi Ortega Clif It's my go to breakfast Mary Luber Quaker Oats I just have a personal preference for

• atmeal and oatmeal squares, so

that's what I eat. Priscilla Paoli Kelloggs They're GRRREattt!!! Madeline Hopfinger Poptarts It's my typical breakfast Johann Kinser McDonalds It's where I grab to-go food when I wake up too early for lunch places to be open Quentin Riser Eggo waffles They're yummy and quick to make Brittany Phillips Cheerios Because I have Cheerios in the pantry. Joe Mattli Pop tart It's what I eat during the summer before work. Victoria Potts kellogg kellogg makes cereal.

¡ ¡ 113 ¡ Sarah Franklin Yoplait I like yogurt. Ciara Rucker Kellogg It's a week advertised brand Hailey Mills Kellogs I like their food the best. Courtney Wells Kelloggs I grew up with it and it's pretty much everywhere. Josh Capron Kelloggs Brand of cereal I ate growing up Lauren Burns Kellogg's When I was a kid, we would eat their

• cereal. Also, it's just one that I see in

the cafeteria most often. Rylee Goodson Kellogg's I like cereal. Caitlen Sloan Special K When I do but breakfast foods, I buy what would be convenient to eat on the car on my way to class. Special Kay's granola bars are the best for that. Chance Hairston Trix Trix are for kids. Leilani Seaborn none I don't think in brands Christopher Morrison Honey Nut Cheerios Or the

• ne brand with the guy in the

giant sun costume I used to eat those all the time. I see that guy on commercials Katie Damgar Koshi I like the taste Andrea Rhoades Tie between Clif Bar and Cheerios. Because those are the most common breakfast choices I have Will Kraft General Mills

• Cereal. Also, I'm in Minnesota.

Mackenzie Lown General Mills Commercials, all the cereals. Savanna Myers Quaker I eat oatmeal a lot. Spencer Bush Kellog I just think of tony the tiger when I think of breakfast Meara von Malottke Kellogs People I know like Kellogs cereal. Kelsey Brush Special K It is the brand we have at our house for cereal and breakfast bars Abram Fernandez Kellogs I eat cereal a lot. Matthew T. Gormley Ego Go waffles!!! Mike Walker Poptarts and Kellogs That's what I ate when I was a kid Evan Jones Kellog's I don't usually think of a brand, but if I was, I'd think of a cereal brand. Aaron Neier Kellogg Predominant manufacturer of my preferred breakfast cereal Gabrielle Myers Starbucks thats what we have on campus Luke Kullberg Raisen Brand It popped in my first. I don't usually eat it though Alex Roberds Kelloggs Common and I see it a lot Morgan Hayter Cereal brands, like Kellogg Cereal is one of the few breakfast foods i eat.

¡ ¡ 114 ¡ Jordan Coppin Jimmy Dean Jimmy Dean sausage links go well with eggs. Audrey Arns Egg white omelet with spinach or oatmeal with cinnamon and banana That's what I always eat and that's what gives me em where to start my day and keeps me full until lunch Christian Beardall Kellogg's Cereal Jessica Shockley Kellogg Maybe it is the one I see the most? Megan Moore Kellogg's I eat a LOT of poptarts. Madeline Cox Kellog It's advertised the most Sharese Kelloggs Cereal I am familiar with Maria Rucker Cliff or Be Kind bars They're convenient, taste good, and are kind of healthy. Cassy Eggo I think about eggo waffles I used to eat every morning when I was little. Nick Lichti Kellogg's I really like Fruit Loops Rebekah Schaefer Ihop Pancakes Austin Baragary Jimmy Dean Their commercials just stick in my head; they have a very consistent approach to their marketing. Elizabeth Radford Luna It's what I have in my room Brendan Holder Eggo Because I grew up eating their waffles Megan Wilson Pop tarts Easy Kendall Stewart Kellog Cereal jessica wheeler quaker cuz i eat lots of oatmeal Kit Russell Kellogg's When I think of brands that involve breakfast Kellogg's is the first that comes to mind Kathryn Scherich Quaker I eat oatmeal every morning Stephanie Mullen Quaker I thought of granola bars and other products they have. I usually buy this brand. Rohman Viar Total Good Cereal Shannen McCoy Kelloggs I like cereal for breakfast, especially Kelloggs brand Anthony Vaughan Bacon isn't a brand, but it's the first thing that comes to mind I love bacon Kate Shelton Slim fast Favorite shakes Joe Buhlig Kellogg's So many different cereals Hannah Payne Nature Valley They make my favorite granola bars. Sara Nichols Kellogs Because I think of cereal. Vanessa Palier Frosted Flakes so I guess Kellogg because I regularly eat frosted flakes with strawberries sliced in them. So break equals frosted flakes

¡ ¡ 115 ¡ Carysa Lucky Charms They are my favorite cereal Brian Kongs Lucky Charms I wanted to get to the other side of the rainbow. Adam Young jimmy dean biscuits and gravy megan cunningham Kelloggs Because they make Chex and most of the time I eat that. Chad Newman Lamar's Donuts Who doesn't like a good donut in the morning. Amber Krigbaum Cheerios Because it's my favorite cereal. Jordan McCune Fiber one Fiber one protein bars are my typical breakfast item Vinny Bockhoff

• Mrs. Butters worth

Pancakes, waffles, and even eggs can be benefited by he products Andrew Smith Jimmy Dean I <3 Sausage. Annie Murphey Fiber One They hold me to lunch Nathaniel Egharevba Kellogg's Ate a lot of frosted flakes as a kid Daniel Virga Yoplait I always eat yogurt. James W. Milam Jr. pop-tarts Kellogg They are quick and tasty Victor Pizzato Cracker barrel Work there Bryson Waibel Kellogg's Cereal Justin Frosted flakes Frosted flakes are so good Shannon Brady None, I eat eggs. I eat eggs. Annie Birzer Protein Bars Protein gets me started Drake Hofer Crystal Light I drink one of their energy drinks every morning. Isaac Mattis pancakes favorite food Gabrielle Brooks Kellogg That's my friend's last name Alexis Buford French toast Love French toast Dean Pinhas No specific brand. I think of a home cooked breakfast. I have always made breakfast from scratch Tyler Parks Kellogg Cereal popularity, I enjoy it Hilary Stuver Cheerios I like to eat a bowl of Cheerios with a banana for breakfast. Kate Woolery Kellogg I like their cereal. Trevor Goforth McDonalds It's usually what I get whenever I decide to get breakfast Taryn Brush Kellogg's They have really good cereal Phil Pettit Kellogg They're a big cereal company. Isaac Hamilton Kellogg's, Florida Oranges, Hiland Cereals, Orange Juice, Milk, and eggs Brian ewy Kellogg's They're the number one cereal brand Amy Rice kellogs grew up on it Brett Steinbrink General Mills I usually have cereal for breakfast. Ellie esry Almond milk Low cal Mandy McKinney Malt O Meal Its good cereal

¡ ¡ 116 ¡ Kelli Sontag Kellogg It's what I used to eat as a kid. Lindsay Coffey Yoplait yogurt. Because I almost always eat their 100 calorie yogurt. Elizabeth Ording PopTarts This is the breakfast food I eat most

• ften.

Evan Johnson Kellogg's Cereal is the best food ever. Dillon Besser Special K I eat Special K cereal and bars on many days. Mallory K. McNeal Clif Bar & Company Because when I do eat breakfast, it's usually a Clif bar due to the ease and convenience. Maigan T. Bridgette Kellogg I like their cereal. Tanner Brown Kellogg's or General Mills Commercials for them Taylor Greene Jimmy Dean Commercials Sam Thomas No brand really comes to mind when I think of breakfast I think of eggs and hash-browns. Sorry Its what I eat most days for breakfast and I really enjoy the combination Alisha Trujillo Special K They have advertisements

• everywhere. And the kid sitting next to

me right now is eating something special K Joe Weimer Farmland Bacon

¡ ¡ 117 ¡

Q22 Any other comments on social media or breakfast habits?

¡

Answ ered: 93 Skipped: 245

Name: Open-Ended Response Brittany Plant Daniel Q Katelyn Johnson Chris Stathopoulos Social media and meals should not go together. Jenny Nelson Natalie Henderson Jacob Keeney Libby Griffin None Alexandra Conklin Stephanie No Rebecca Broadbent I think people who sit down for breakfast and have large fancy breakfasts are more likely to share them, as well as people who are proud about how healthy their breakfast is. Elizabeth Hudson Emily Hoffman Cherish Walton Chelsea Price Laina Gunsallus Tyler Owens Madeleine Jilka Ashley Montee Amber na Alex Soos Mason McCoy No. Amber McAdams Ali Webb Nicole Littell No Claire Williams Sometimes I just wish my iPhone upgrade had come with some sort of toaster option so I could toast on the go. Or having a spoon attached would be cool too. Eric Lytle Stephanie Gartner Zach West Danielle Vijay Umashanker Paige Messina Anthony Buss Stephanie Onoh Roselynn Zicarelli Abigail Bland

¡ ¡ 118 ¡ Wiley Meade Alan Kirk Chloe Kittle Wish there were cheaper healthy and good tasting foods Andrew Kump Kyndal Shaddox Sara Willis Chris Castelluccio No Jeffrey Cunningham Vine is the best outlet to be creative. Also gets the most shares on FB. Chelsea Cundiff Matt Nope Alyssa Bell Need breakfast to help control my sugar daily Trevor Adams Rachel Beranek Gavin Hodges Trey Christian Flick I feel that marketing campaigns on social media haven't been taken as effectively as they could have been, this is an untapped market which could be taken advantage of. Samantha Bond Jessie Johnson Molly Hutson A hot meal of some kind for breakfast always beats cereal in my

• pinion :)

Amanda Alexander Joshua Rogers Kaitlyn Ray Frosted Flakes they're more than good, they're great! What's with the particular interest in breakfast anyways?? Elisa Bulger Shane Bowlen Casondra Stanford Cameron VanDyke Jaylon Verser Jacquinta Hammons Rebecca Roach Alex Bush nah Brandell LeGrande I do not spend much time with social media. If it comes to my smartphone, that is usually the only time I post or respond to anything. Breakfast is usually a shake with some instant coffee blended in. Morgan McCutchen Rosemary Loher Cole McCubbin lauren grubb heather scott no.

¡ ¡ 119 ¡ Rachel M. Phillips Rachel Snider Although I'm very active on Tumblr, a company could not get my attention on it. I would ignore any ads, etc. Janies Phan Angel Wansing Kelsey Slater Sam Morman "Derek Jeter loves breakfast" fiver fact Kayla Brewster Jason Carmichael No Kevin Kolibas Abigail Chorley Rachel Potvin Madi Willenborg Chelsey Williamson Emmanuel Porter N/A Caitlin Troutman Katie Awtrey Tommy Robinson Megan Barnes Gretchen Mayes Emily Daniel No other comments Rayna Downing I think it is ridiculous that so many individuals post about their breakfast habits. Chelsea Meeks Karlee Friend Courtney Ryan Maggie Metz I probably wouldn't eat breakfast as often if I didn't have a morning practice before the caf opens. Alex Steinkamp Taylor Sullivan Natalie Canuteson Eric Chappell Jordan Lemons Robert Mercer Amanda Underwood Jacob Jones Lesley Iron Drake Burdette I'm always hungry in the morning Christina Pratt Nope Alex Abend I like to stay off of Facebook because people I went to High School with are on it, and I don't really ever want to talk to them ever again. Kasandra Cooper I love them both James Nope. Hannah Maasen Bobby Berry

¡ ¡ 120 ¡ Julie Cleek Nawp. Sam Cooper . Kara Ebeling Megan Carney Joel Steyer Sarah Samantha Meier no. Josh Priebe no Ben Fahy Brodi Sabiston Caroline Wells Savannah Drew Nope Eric Berner Bailey Breeding Aly Wurster Samantha Cobb Skyler Chapman Lisa Strombach n/a Elayna Ariel Neal Hunter Bingham Eating breakfast is the most important part of Derek Jeter's day. Jeffrey Reimer Rebekah Loyd Nope Myriah Bernard None Claire Etzenhouser Curtis Chapin Kathryn Polizzi Erica Hankison Brooklyn Bradley Ezra Begemann Steven Schultz none Clay Shaffstall How are they related? Jeffery Lebowski No Kelcie Snyder Grant Godfrey Hannah Bothner Ali Nope Jess Capps Max Bullard Paige Cook Marissa Herbst Charlotte Belshe Chancellor Williams I feel like social media based advertisements usually are ignored, as well as brand-name breakfast foods. People like cheap food. I'm probably wrong though, I don't know.... Kyle Ainge

¡ ¡ 121 ¡ Stanley Singer, Jr. Josh Sawers Shelley Spohn Michael Armstrong Katharine DeBortoli n/a Kaylee Katie Bond Zachary Taylor Trenton Harnish Amy Kessler Blake Alexander

• a. hejny

Matt Crawford Jeremy Provance I'm not sure how they fit together, but I'm sure that's why you are asking these questions. I'd like to see data posted. Eryn Johnson No Lawanda Stance Lee Cureton Trevor Logan lainey What does this have to do with social media? Or anything Zachary Starr I get distracted with social media too often Kate McFerren Rachel Klopstein Dani Schaefer Riley Sawyer will Bergman Moriah M Vanderburg Bradley Dice Rylee Hess Max Cooper No Emmeline Talbot DeMarais Bradshaw I am suckered in by sales and discounts. I would be more willing to follow companies if they get me with sales. Shelby Ridenhour I eat multiple times before 9 am sometimes. Broc Graves No Faith Song Emily Lynch I believe a "Kellog's College Breakfast" Facebook page would be

• awesome. You could promote Kellog's product, and give facts about

how breakfast is important in a healthy lifestyle. You could also give quick and easy recipe ideas that college kids could make in microwaves (since that is normally the only option we have). Heather Cistola Victoria Malicoat Shane Ahrens I have to have a lot of food for breakfast or else my day will be worthless.

¡ ¡ 122 ¡ Aidan Swanson Nick Ingram Carmen Rabel No jason keophaphone Keith Smith Rachael meuser Dakota Skouby no Jeanna Cupp Nick Jones I don't think my breakfast habits are greatly affected by social media. I don't follow any breakfast related things on social media. Corinne Frei Ashly Blake Nope! Colton Reynolds Not a huge fan of social media. Huge fan of breakfast Margaret Perko Brandon Appel Renee Freeman breakfast is my favorite morning habit :) Jillian Bush Devi FItelly Katy Lehenbauer Nickolas Brielmaier Tianyi Wang Julianna Keenan Noah Gold Hank Gamel Nope. Shelby Zah Grant Janssen Morgan Olson no Sarah Bracken Na Simone Marshall N/A Emily Maasen n/a Jamie Wallen Luke Longfield Dakkota Huber Kelsi Ortega Mary Luber Priscilla Paoli Madeline Hopfinger I am usually on twitter while I am eating breakfast.... Relevant? Johann Kinser Quentin Riser Brittany Phillips No. Joe Mattli Victoria Potts Sarah Franklin Ciara Rucker No

¡ ¡ 123 ¡ Hailey Mills Courtney Wells Josh Capron Lauren Burns Rylee Goodson Caitlen Sloan Chance Hairston Leilani Seaborn nope Christopher Morrison Katie Damgar Andrea Rhoades Will Kraft Mackenzie Lown Savanna Myers Spencer Bush Nope Meara von Malottke None Kelsey Brush Abram Fernandez Matthew T. Gormley Jimmy Dean Mike Walker Nope Evan Jones Aaron Neier Gabrielle Myers Luke Kullberg Alex Roberds None Morgan Hayter Jordan Coppin Audrey Arns Christian Beardall Jessica Shockley Nope Megan Moore Madeline Cox Sharese No Maria Rucker Cassy Nick Lichti Rebekah Schaefer Austin Baragary Elizabeth Radford I usually only eat breakfast if I get up earlier than usual Brendan Holder Megan Wilson Kendall Stewart jessica wheeler Kit Russell

¡ ¡ 124 ¡ Kathryn Scherich Stephanie Mullen Rohman Viar Shannen McCoy Anthony Vaughan Kate Shelton Joe Buhlig No Hannah Payne Sara Nichols Vanessa Palier no other comments Carysa Brian Kongs The only thing on the other side of the rainbow is tears and sadness. Adam Young megan cunningham No Chad Newman Nope. Amber Krigbaum Jordan McCune Vinny Bockhoff Andrew Smith nope. Annie Murphey Nathaniel Egharevba Daniel Virga James W. Milam Jr. Victor Pizzato Bryson Waibel Justin I like frosted flakes Shannon Brady Annie Birzer Drake Hofer Isaac Mattis Gabrielle Brooks NA Alexis Buford Dean Pinhas personally the best social media app is the app that keeps me busy the most with worthwhile articles. Tyler Parks Hilary Stuver Kate Woolery N/A Trevor Goforth Nope Taryn Brush Phil Pettit Isaac Hamilton Brian ewy Amy Rice Brett Steinbrink Nope.

¡ ¡ 125 ¡ Ellie esry Mandy McKinney Posting what you eat online is silly Kelli Sontag Lindsay Coffey Elizabeth Ording Evan Johnson Cereal is still the best food ever. Dillon Besser Mallory K. McNeal Maigan T. Bridgette Tanner Brown Taylor Greene Sam Thomas Alisha Trujillo Joe Weimer

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¡ 126 ¡

Q28 What activities are you involved in at college? What do you like most about college?

¡

Answ ered: 338 Skipped: 0

Name: Open-Ended Response Open-Ended Response Brittany Plant none freedom Daniel Q none Girls Katelyn Johnson Debate Debate Chris Stathopoulos Pryor Leadership, Greek Life, Concert Choir, Men's Chorus Being with my friends, whether we're hanging out on or off the Hill. Jenny Nelson My sorority Being with friends Natalie Henderson Choir, handbells, Mosaic, CSM The community at Jewell, my friends, teachers who actually care about you as a person. Jacob Keeney ROTC, fraternity meeting new people Libby Griffin NSSLHA Free time Alexandra Conklin Pryor, Nursing, RA, CSM the fun Stephanie None Socializing Rebecca Broadbent Feminist Club, Diakranomena My friends Elizabeth Hudson Fellowship of Christian Athletes Figure Skating Meeting new people and taking classes that will help me with my planned career. Emily Hoffman The University tennis team, Phi Mu sorority, Blue Key Honor Society, Student Senate, Pi Omega Pi Business Honor Society, Student Athletic Advisory Committee Being an athlete and meeting new people all the time. Cherish Walton Intramural, Women's Basketball team Getting to interact with people my age, all the time Chelsea Price NLA, FCA My friends and the opportunities I have Laina Gunsallus ISA, NLA, CSM living with my favorite people Tyler Owens Athletic Student Trainer. Lambda Chi Alpha. Greek Life Madeleine Jilka Music. Stupid surveys. Ashley Montee CUA Freinds Amber na na Alex Soos AIAA Being independent and prepare for future Mason McCoy ROTC, Fraternity, News station, Service org. The friends I've made. Amber McAdams Work Study Independene Ali Webb Swimming Friends and being independent

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¡ 127 ¡ Nicole Littell Soccer program and nursing Soccer program Claire Williams Sorority, Res Life, Honor Societies Lots of generally good looking people in one area. Eric Lytle None at the moment Looking at the endgame; how what I'm doing will relate to my future Stephanie Gartner Women's soccer Being an athlete. Zach West Football Environment Danielle Sorority and several business clubs. I was a cheerleader at Jewell before I transferred. Meeting new friends and acquaintances. Vijay Umashanker Rotaract Making friends. Paige Messina Chi Omega Sorority Intramurals Multiple Pharmacy School Organizations Being involved in organizations Anthony Buss Soccer Social events Stephanie Onoh Step team BSA Getting to know people, make new friends Roselynn Zicarelli Sorority All of it Abigail Bland Student Ministries The professors. Wiley Meade NA Learning new things Alan Kirk J Everything, I miss it. Take me back. Chloe Kittle Golf, SAAC Freedom to pursue own path Andrew Kump None Sleeping Kyndal Shaddox N/a The weekend Sara Willis Sorority The learning experience Chris Castelluccio Football Wearing sweats everyday Jeffrey Cunningham Graduate Graduate Chelsea Cundiff Cheerleading, Greek life, campus tour guide, Greek Judicial Council Small, community lifestyle Matt Athletics Getting away from home Alyssa Bell ASCD, honor societies The community (students and professors) Trevor Adams Work- study program Making new friends Rachel Beranek ZTA SAAC Athletics Mentor program meeting new people Gavin Hodges Football Fraternity Life and Social gatherings Trey Christian Flick Soccer The people that I have met and spent time with. Samantha Bond Christian ministries Free time Jessie Johnson Cross Country Track The friends I have met. Molly Hutson None The knowledge and community activity Amanda Alexander Cheer, Greek life, choir The friendships I've made.

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¡ 128 ¡ Joshua Rogers Track and Field, Intramurals, Honor Society The people I have met Kaitlyn Ray Concert Choir Being away from my parents. Elisa Bulger BSA, SAGE I enjoy the spontaneous moments of happiness I can share with friends. Shane Bowlen Soccer The Fraternity of Phi Gamma Delta Playing Soccer Casondra Stanford Phi Alpha Delta Pre Law learning and the oppertunities Cameron VanDyke College Union Activities (CUA), Rotaract, Greek Life, Cardinal Blazer, Cardinal Innkeeper The close-knit community and plethora of opportunities Jaylon Verser Entrepreneurial Society, Sports Network, Live Broadcast Association. Being away from home. Jacquinta Hammons BUS, CUA, NLA, Cardinal Steppers, Cardinal Blazer, and E Society Organizations Rebecca Roach Running, music, rowing

• Education. Higher learning and

balancing different aspects of life. Alex Bush Student Senate, Phi Gamma Delta, symphonic band, christian student ministries the people here Brandell LeGrande Nursing Program and related volunteer

• pportunities. One club

related to nursing. I love college because I love to learn new information from people who know what they are doing and I love the environment. Morgan McCutchen Theatre Theatre, and my classes. Rosemary Loher debate greek life my classes Cole McCubbin Soccer Friends lauren grubb Cross Country, track, ISA, Semple hall council Sports heather scott nursing activities. that's it. no extra time. graduation. Rachel M. Phillips Sigma Tau Delta, Alpha Lambda Delta, College Union Activities, Hall Council Learning and having my friends there to make it fun, even if it is just studying together. Rachel Snider Choir, Gay-Straight Alliance. The fact that I now enjoy school. Janies Phan None The freedom of it compared to high school. Angel Wansing SAGE, Romeo and Juliet upcoming play The freedom and Independence away from home Kelsey Slater Alpha gamma Delta, Mortar Board, Order of Omega, SNA Sorority life Sam Morman Baseball Baseball family

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¡ 129 ¡ Kayla Brewster Chapel Choir, Rotaract, and Alpha Delta Pi Greek Life and all the opportunities it has given me and all the friends I have made because of it. Jason Carmichael Football, Kappa Alpha Spending time with friends Kevin Kolibas Men's Soccer Order of Omega (Greek Honor Society) The Fraternity of Phi Gamma Delta Dance Parties Abigail Chorley csm friends, independence Rachel Potvin Softball, Delta Zeta, Student Nursing Association Meeting new people, playing softball, education Madi Willenborg Spirit Team The activities Chelsey Williamson Golf and sorority Flexibility in schedule Emmanuel Porter Cross Country Track Meeting new people Caitlin Troutman Oxbridge, feminist club Meeting new people, discussing ideas Katie Awtrey Science related ones and work study The friendships I have been able to make. Tommy Robinson Biology Club, AMSA, Tri- Beta, Alpha Lambda Delta, Sagamore, Bod Squad Interacting with other students Megan Barnes Softball meeting new people Gretchen Mayes Track and Field Meeting new people and having responsibility. Emily Daniel Science Research (cell culture) Tutor Diakrinomena Rotaract Hilltop Monitor (newspaper) The breadth and depth of the learning I do here. The good people.The opportunities for extra- curricular involvement. Rayna Downing None I enjoy being around students who are motivated to learn. Chelsea Meeks Sorority, sports team, SAAC Being independent, having a flexible schedule and having free time Karlee Friend Greek life All of my friends Courtney Ryan Rotary Sigma Tau Delta The growth that comes with the new experiences. Maggie Metz Swimming The people. Alex Steinkamp Women's Golf, Greek Life, FCA, Mosaic, CUA, Nursing Greek Life and the community of friends I have made Taylor Sullivan Theatre Productions, Cardinal Blazers, Jewell Communication and Theatre Society, and Jones Hall Council Spending time with friends and having new experiences while making memories. Natalie Canuteson Young democrats Acs People are serious about school Eric Chappell Work study Being on my own Jordan Lemons Zeta Tau Alpha Education Robert Mercer Not currently involved in activities Dorm life

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¡ 130 ¡ Amanda Underwood Theatre My favorite part about college is meeting new people and being excited about planning the life after

• college. I like learning about job
• pportunities and knowing that no

matter what I end up doing with my life, I'll love it and be happy wherever I am. Jacob Jones None The ice cream machine Lesley Iron DZ, Volleyball, and Intramurals. Friends Drake Burdette Intramural sports Meeting new people Christina Pratt Volleyball Education Alex Abend None. Hanging out with the new people I've met. Kasandra Cooper Cheerleading Sorority Nursing Building relationships and lifelong friends along with getting a great education James Phi Alpha Delta, The Hilltop Monitor, Band, Handbells The independence? Hannah Maasen CUA! I'm a nursing major! I have no time! I like the socialization and friends! Bobby Berry Fraternity- Lambda Chi Alpha Work Study Being part of a Fraternity and Studies Julie Cleek Sorority, theater, language society Friends and learning opportunities Sam Cooper KA, Hilltop Monitor, Job

• utside of school, and

working to stay on the top of the mountain. Social life and the political science department. Kara Ebeling Mosaic College events(CUA events) Megan Carney Just a couple of small clubs like CUA My favorite part of college is getting to have fun with all of my friends at school events Joel Steyer Greek Life, Band, Honors College Greek Life Sarah Dance team, CUA, rotaract All of the new people I have met and the freedom of managing your own time Samantha Meier Alpha Delta Pi Doing unified events like Homecoming or CUA things. Josh Priebe None The freedom and classes Ben Fahy LCA, CUA, band thee social aspect Brodi Sabiston Soccer Hanging out with the bros Caroline Wells greek life, Nonprofit Leadership Association, Campus Ministries, ResLife Community, friendships, adventure

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¡ 131 ¡ Savannah Drew Alpha gamma delta, womens tennis Expanding opportunities, hanging

• ut with friends/teammates, playing

tennis for WJC, and being able to be apart of a close knit community. Eric Berner Tennis and intramurals Freedom Bailey Breeding Dance Team, CUA, FCA I like having all of the freedom Aly Wurster Greek Life Pryor Leadership Studies Premed Hanging out all night with people who were complete strangers a year ago. Samantha Cobb Greek Life Community Skyler Chapman Newspaper Social life Lisa Strombach Concert choir, Advanced Handbell Choir, Schola Cantorum Being involved with other students who have the same goals as me and being with my friends constantly. Elayna Cheerleading, Track and Field, Greek Life, First Year Mentor Eye opening discussions Ariel Neal SAGE, Sorority Being involved. Hunter Bingham FCA Baseball CUA dance formals. Jeffrey Reimer Benedictine college student nurses association Structure and a positive learning environment. Rebekah Loyd Newspaper, WJC Feminists study abroad Myriah Bernard Track and field Sleeping Claire Etzenhouser Mosaic, Small group in browning, CUA, Revive-- Worship night. Being able to socialize and get involved on campus. Curtis Chapin Choir Choir Kathryn Polizzi Groups which promote tolerance and diversity. Having non-traditional work hours. Erica Hankison Honor society, on-campus events Meeting people from all over and learning about my field. Brooklyn Bradley Cardinal blazer: tour guide, liberty symphony orchestra Social aspects, clubs Ezra Begemann None at the moment, but I plan on joining the band later Being on my own completely and ultimately only having to worry about myself for once instead of my entire family Steven Schultz Jewell Business Today the interaction with a diverse group

• f people

Clay Shaffstall Senate, Sage, BSA, FCA... It is almost over. Jeffery Lebowski Everything Confessional Kelcie Snyder None at the moment The responsibility Grant Godfrey football, FCA, LCA being independent Hannah Bothner CUA The freedom to chose classes that interest me. Ali I am an online student. The interaction between people. Jess Capps Tennis, FCA The community and the freedom. Max Bullard Football Being Independent

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¡ 132 ¡ Paige Cook None Freedom Marissa Herbst Theatre Meeting new people and challenging my mind. Charlotte Belshe Greek life, Pryor Leadership, Cardinal Blazer, Nonprofit Leadership Association The community. Chancellor Williams Sleeping and eating The people Kyle Ainge Swimming team Rigorous academic learning Stanley Singer, Jr. Black Student Association, The Entrepreneurial Society, Cardinal Steppers, and the Mentor Program. Learning about the field in which I will working. Josh Sawers Swimming relaxed atmosphere Shelley Spohn CUA, BSA, RHA, Semple Hall Council, Rotoract The people at Jewell. You meet someone new everyday and there are so many friendly faces. Michael Armstrong Lambda Chi Alpha First Year Mentor Program The people. Katharine DeBortoli n/a Education Part Kaylee Volleyball Delta Zeta Pryor Leadership Living in dorms Katie Bond I'm not involved in too much. Having a more free schedule and taking classes I enjoy. Zachary Taylor physics department, fraternity life of FIJI, Sigma Pi Sigma The people in the fraternity and physics department. Trenton Harnish No Extracurricular Learning about music. Amy Kessler Alpha Gamma Delta Big Brothers Big Sister My friends Blake Alexander Track & Field Meeting people

• a. hejny

Service work, study abroad, art programs Community! Matt Crawford Liberty Symphony Orchestra and Baseball Just hanging out with good people whenever I can. Jeremy Provance Student Senate, Phi Gamma Delta, Ambassador for the College, Academic Research Learning and growing relationships Eryn Johnson Sorority, Nursing Program, CUA Social aspect Lawanda Stance Intermurals Class Lee Cureton RA, Intramurals, and Nursing associations. Campus life in general. Trevor Logan Throw's Team- Men's Track and Field The ability to see drastic changes as you mold from a teenager to full adult and forge your own path. lainey Running Sleeping

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¡ 133 ¡ Zachary Starr Basketball Free time Kate McFerren JCTS, semple hall council, AGD website coord., work for Marketing and Admissions doing video The social part and blazing a trail with a self design major and journey grant Rachel Klopstein NLA, Pryor Leadership Program, ZTA, Delta Mu Delta, Alpha Lambda Delta The community living and the people you meet. Dani Schaefer Choir NLA ADPI Riley Sawyer Greek Life, CUA People will Bergman Fiji, freedom Moriah M Vanderburg Alpha Gamma Delta, Cheer Team, Iglesia Camino Director and Phi Sigma Iota Being independent and working towards something (education and Spanish) that I love and care about so much. Bradley Dice Science clubs and business discussions. Getting to meet people. Rylee Hess Varisty swimming swimming Max Cooper Tennis premed fraternity Guitar Emmeline Talbot Step club Social Life DeMarais Bradshaw Cheer, track I love the shared experience of knowledge and friendship Shelby Ridenhour Track and Field My friends on and off the track team! Broc Graves SAAC Cross country Track Sports Faith Song Softball Softball Emily Lynch Independent Student Association Resident Assistant in Semple Hall Work study student in the Office of Admission The community of people I am surrounded with at Jewell. Heather Cistola Swimming Swimming, friends, and parties on the weekend Victoria Malicoat Rha So many different opportunities Shane Ahrens Swimming The community and the swim team Aidan Swanson Theatre Sleeping. Nick Ingram Kappa Alpha Order/Greek Life Naps and intelligent debates in class Carmen Rabel Residence Housing Association The people and being challenged in my classes. jason keophaphone Greek life, Hilltop Monitor, First year mentor Meeting new people Keith Smith N/A Having the freedom to do whatever I want, whenever I want Rachael meuser Zta, nla, Pryor New experiences Dakota Skouby S.A.G.E How easy it is to get help for classes Jeanna Cupp Nonprofit Leadership Association, Sorority, Socializing

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¡ 134 ¡ Nick Jones Lambda Chi Alpha The social aspect of being on campus and living in my fraternity house Corinne Frei Softball team Getting to meet new people. Ashly Blake Choir, opera, sorority, academic honor society Performances! And my sorority. Colton Reynolds Disc golf, racquetball, cycling, exercising, weight lifting Easy access to gym Margaret Perko Track and Field Classes Brandon Appel Phi Gamma Delta, Liberty Symphonic Orchestra, SNA Learning Renee Freeman used to be soccer player everything about it. wahhhhh Jillian Bush Alpha Gamma Delta, Hilltop Monitor becoming enlightened and things Devi FItelly Feminist Group, SAI, Tutoring, Information Services assistance, First Year Mentoring The environment for learning and interpersonal relationships. Katy Lehenbauer ZTA, ACS, Tennis Professors Nickolas Brielmaier Melrose Hall Council Band All of the experiences. Tianyi Wang Choir Learn about the world Julianna Keenan Mosaic Freedom Noah Gold Theta Tau, engineering fraternity Students for the exploration and development of space Being surrounded by great people in the same stage in their life Hank Gamel Student Senate The free roaming environment. Shelby Zah softball size Grant Janssen Varsity Sports, Greek life, intramurals Friends Morgan Olson Resident life, campus union activities, FCA, Greek life, collegiate softball, intramurals The people Sarah Bracken Sorority ACS Inter-murals Social atmosphere Simone Marshall CUA plan to join sorority living on campus Emily Maasen n/a learning about a subject that really interests me Jamie Wallen PAD, Pryor Social Life Luke Longfield KA, SAAC, football Learning about fields of study that interest me Dakkota Huber Phi alpha delta Mortar board Freedom to choose classes Kelsi Ortega Jewell Biz Today Newsletter, Independent Student Association The classes Mary Luber Residence Life The freedom to designate my own

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¡ 135 ¡ schedule Priscilla Paoli ZTA and cheerleading Being independent Madeline Hopfinger Soccer Delta Zeta Nursing Living away from home Johann Kinser Fraternity, off campus work My friends, and the knowledge I'm gaining Quentin Riser N/a Education Brittany Phillips Karate Club Having a set schedule Joe Mattli Football Having more freedom Victoria Potts sorority, CUA, Rotaract, Honors Program community Sarah Franklin Soccer, delta zeta, Pryor leadership program The people and freedom Ciara Rucker None Education Hailey Mills ISA The environment. Courtney Wells Golf, Greek life The community Josh Capron Football coaching. Fraternity. Dj Balazs Lauren Burns Martial Arts Club, Hall Council, CUA The community atmosphere Rylee Goodson Track and field Sports Caitlen Sloan None atm. Just getting the education I need to get the job I want. Chance Hairston Lamda Chi Alpha Fraternity League of Legends Club Hanging out with friends. Leilani Seaborn Residence Hall Association Residence Hall Council - Melrose self-reliance and independence Christopher Morrison NCAA Basketball Intramural Sports The people and basketball Katie Damgar Dz Volleyball Friends Andrea Rhoades SAI (Sigma Alpha Iota Music Fraternity) S.A.G.E. The friends I have made and how I have grown as an individual. Will Kraft Business, engineering, and language organizations Freedom of inquiry, although it is still not ideal. Mackenzie Lown Alpha Gamma Delta, Phi Alpha Delta Friends! Savanna Myers Alpha Gamma Delta and Cheerleading Overall atmosphere Spencer Bush Greek life, athletics Phi Gamma Delta Meara von Malottke Martial Arts Club Symphonic Band Concert Choir Chapel Choir Being in charge of my own life Kelsey Brush Dance Team, Sorority, Pryor Leadership Friends - close community Abram Fernandez Theater The relationships with my friends, and doing philosophy. Matthew T. Gormley Greek Life Social life

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¡ 136 ¡ Mike Walker Cross Country, Indoor Track, Outdoor Track No bed time Evan Jones Track Alpha Gamma Delta The connections and friendships Aaron Neier Football and Greek life The people you meet Gabrielle Myers mosaic, not much yet. trying to stick to my studies Getting to hang out with friends all the time and having my laptop in class to take notes. Luke Kullberg Baseball and Inter murals experience Alex Roberds Track Freedom and interesting choices with classes Morgan Hayter None. Learning and doing new things. Jordan Coppin Theatre The independence I'm allowed to showcase with the fact that I'm doing everything just fine without my

• parents. Also, just how fun it is; I'm

thoroughly enjoying my time on campus as well as getting my work

• done. It's a very liberating feeling.

Audrey Arns None Having freedom to do what you want and develop a schedule that best fits your habits Christian Beardall Football Being able to play football and hang

• ut with friends

Jessica Shockley Cross country and track The freedom college gives me. Megan Moore Choir Making new friends Madeline Cox Greek life The community and freedom Sharese None None Maria Rucker Mosaic, ALD The people Cassy Women's basketball Being a part of the basketball team Nick Lichti Sigma Tau Delta, Student Tutoring The atmosphere Rebekah Schaefer SAI My friends and leisure activities. I like how close I am to everyone Austin Baragary Greek life, newspaper, leadership development social opportunities Elizabeth Radford Nursing, sorority Small accomplishments that have lead up to senior year Brendan Holder LCA, CUA, BSA Away from home. Megan Wilson Sorority, student senate Class, and other activities Kendall Stewart Work The people jessica wheeler basketball my boyfriend Kit Russell Soccer Playing soccer and being socially active Kathryn Scherich Engineering Organizations mostly, research basketball :) Stephanie Mullen CUA, Greek Life, intramurals, mentor program the people around me Rohman Viar baseball friends

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¡ 137 ¡ Shannen McCoy CUA Being away from home, closer to the city, friends, and learning. Anthony Vaughan Greek life, Cardinal Blazer, various work study jobs Social life Kate Shelton Greek Life Panhellenic Council Social aspects Joe Buhlig Intramurals The people Hannah Payne Mosaic Bible Study Revive Worship Work Study Opportunites Sara Nichols Hall Events and music Living away from home Vanessa Palier Alpha Gamma Delta social life Carysa Zeta Tau Alpha being social Brian Kongs Soccer Piano Not having any friends. Adam Young Greek life, choir, intramurals friends/community/relationships megan cunningham None Graduating Chad Newman Soccer, RA Freedom Amber Krigbaum CUA, FCA, Jewell Communication and Society Social Life Jordan McCune Kappa Alpha Order Fraternity Brotherhood bonding as well as receiving a higher form of education that I could not receive at a typical state college/university. Vinny Bockhoff Football Freedom of creating your own schedule/ future Andrew Smith Fraternity. Don't know. Annie Murphey Rotaract, Hall Council, SAI, Diakrinomena, Band Classes Nathaniel Egharevba Football Meeting new people Daniel Virga Choir The freedom to learn and be who I am. James W. Milam Jr. Kappa Alpha, Society of Physics Students, Pryor Leadership Studies, CSM Learning and building life-long friendships Victor Pizzato Football Independence Bryson Waibel RA, Student Senate, writer for Hilltop Monitor The people Justin Soccer I like to rage Shannon Brady Theater Creating my own schedule Annie Birzer Alpha Gamma Delta, Phi Sigma Iota Friends and food at every event and parties Drake Hofer Football Being on your own and meeting new people. Isaac Mattis track people Gabrielle Brooks Soccer, mosaic, Friends and school Alexis Buford Golf Zeta tau alpha Friends Dean Pinhas Tennis, greek life, and freshman RA. the location

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¡ 138 ¡ Tyler Parks Football Football Hilary Stuver Pryor Leadership Program Learning! (But really) Kate Woolery JCTS Mortar Board ZTA the environment college students create Trevor Goforth Football, KA Comradery with teammates and friends Taryn Brush Dance team, greek life, pryor greek life Phil Pettit Band and greek life. Greek life and intramurals. Isaac Hamilton Men's Tennis, Student Senate Being a student-athlete Brian ewy Campus ministry Meeting new people and learning new things Amy Rice Early Childhood Educaton meeting new people Brett Steinbrink Quidditch, Marching Band, Tau Beta Sigma Making new friends Ellie esry Sorority Pryor Free time Hanging out with friends all of the time Mandy McKinney Nursing The awesome Nursing department Kelli Sontag Soccer, Cardinal Blazer, First year mentor advisor, and other various groups The community Lindsay Coffey Greek Life and Sigma Tau Delta Socializing Elizabeth Ording Sorority/executive position, athletics, SAAC Living away from home Evan Johnson Band, choir, SAGE Meeting all the new people. Dillon Besser Being a law student The topics we discuss in each of my classes Mallory K. McNeal Greek life, nursing association, campus ministries, TOMS mentor program, Orientation advisor, nursing recruitment counselor, volunteer/nonprofit projects. The community and social aspects. Maigan T. Bridgette Student Senate Greek Life Academic organizations Setting my class schedule Tanner Brown Soccer Soccer and fun classes Taylor Greene Zeta Tau Alpha, Cardinal Blazer The community Sam Thomas Baseball and the Kappa Alpha Order The friends that I've made being in a fraternity and being a college athlete Alisha Trujillo Adventure Club Toms Club The freedom Joe Weimer Football Catholic Student Felowship Being done this spring

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¡ 139 ¡ Appendix Focus Group Questions (October 24, 2013) The purpose of the focus group is to get a sampling of students across William Jewell College in order to gain more personal and detailed insights into college student breakfast habits, usage of social media channels, and overall free advice from the students. Demographic: This group will be very diverse. It will consist of females and males. It will consist of all grades (Freshman-Senior). It will also consist of athletes, sorority members, fraternity members, and representatives of different clubs. This group will also differ in ethnicity. Date: October 25, 2013 Time: Jewell Time 10:15 A.M. – 11:05 A.M. Where: Jewell PLC #110 Possible Incentive: Refreshments made available (would be ideal to have Kellogg’s To Go Shakes) Group Questions: BREAKFAST

• 1. Do you eat breakfast and if so what do you typically eat? (Go around the room)
• 2. What time of day do you first eat?
• 3. Do you ever drink protein shakes? If so, what brand?
• 4. Would you drink Kellogg’s To Go in the morning? Or during the day?
• 5. Why would you drink or buy this product?
• 6. As college students, do you prefer breakfast in a bottle or something that you can

eat? Group Questions: SOCIAL MEDIA

• 1. What social media channel(s) do you use the most?
• 2. What brands do you follow on these social media channels and why?
• 3. Are there any brands that persuade you to retweet or tweet back to them?
• 4. Can you think of any social media campaigns that really caught your attention?

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• 5. What digital applications do you have in regards to brands or companies? Why do

you use these certain apps? Group Questions: SOCIAL MEDIA

• 1. What social media channel(s) do you use the most?
• a. The social media channels that were most used among the group were

Facebook and Twitter. Every individual listed these two channels. A few individuals also listed Instagram, and while Vine was not mentioned by anyone, a later question revealed that there were a few users of this channel as well. Analysis: Target Facebook, Twitter, Instagram , Vine for social media strategies

• 2. What brands do you follow on these social media channels and why?
• a. The brands that our participants followed were clothing brands and sports

brands that they are fans of. There were 3 members who said they do not follow any brands on their social media channels. There were three reasons why our participants followed these brands. They agreed that they must be a fan of the brand, and more than likely would not follow brands for the sole reason of promotional coupons and

• discounts. However, if they are a fan of the brand, the main reason why

they would follow them is to receive discounts. One individual also mentioned that one of his favorite follows was a brand that pushed social awareness promotions, and the group consensus was that was also a main reason they would follow a brand on social media. The 3 individuals that did not follow any brands were under the assumption that if they followed brands on their social media accounts, their timelines would be full of advertisements that they would prefer to

• avoid. However, they did tend to agreed that they would more than likely

follow brands if they knew it was for a social awareness cause or if they knew they would receive discounts on the brand. Analysis: Use strategies that give discounts and/or contribute to a greater

• cause. Also, what are ways that can help make more college students

fans of the Kellogg’s brand?

• 3. Are there any brands that persuade you to retweet or tweet back to them?
• a. Our participants claimed that they would be persuaded to interact with

brands on social media through social awareness campaigns- i.e. ‘retweet

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¡ 141 ¡ and we’ll donate this much’- and discounts – i.e. ‘retweet and receive this much % off.’ Analysis: Use strategies that give discounts and/or contribute to a greater cause.

• 4. Can you think of any social media campaigns that really caught your attention?
• a. Apple was the first mentioned for their social media marketing campaign.

The reason given was because of their creative and powerful marketing strategies that hit our participants on a more personal level. ‘A gum company’ was also mentioned. Their marketing was done through groups of ‘Vine celebrities’- “people that are only famous because they make funny videos on Vine”. They would hire these Vine celebrities to make a video about their product. Later in the discussion, participants share that if they encounter a social media marketing strategy that they find funny or clever, they would be inclined to purchase the product to at least try it out. Funny advertisements are what stick in the minds of our participants when they are shopping products. Analysis: It is easy to skip over ads online, but if the advertisement or campaign can hold the attention of the student, the student won’t skip over it and it will stick in their minds. The way to get the student’s attention is to make them laugh or creatively hit them on a personal level.

• 5. What digital applications do you have in regards to brands or companies? Why

do you use these certain apps?

• a. Apps that our participants use range from games (Candy Crush), food
• rdering/delivering services, and Front Flip.

The games were for the use of entertainment, food ordering/delivering services were for the use of convenience, and the Front Flip app was used to obtain discounts or a free promotional item.

• 6. Would you participate in a video or Vine contest if you had the opportunity to win

an all expenses paid Spring Break trip?

• a. A unanimous ‘yes.’

Spring Break trips are great incentives to get college students to participate in campaign

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¡ 142 ¡ Focus Group Logistics The purpose of the focus group was to get a sampling of students across William Jewell College in order to gain more personal and detailed insights into college student breakfast habits, usage of social media channels, and overall free advice from the students. Demographic: This group was very diverse. It consisted of females and males. It consisted of all grades (Freshman-Senior). It also consisted of athletes, sorority members, fraternity members, and representatives of different clubs. The group also differed in ethnicity. Date: Friday, October 25, 2013 Time: 10:15 A.M. Location: William Jewell College Pryor Learning Commons #110 Cardinal Consulting Leaders: Scott Buffa & Ian Kennedy *Refreshments were provided as an incentive. Kellogg’s To Go Shakes were also made available as well.* The Focus Group signed released forms to be videoed. The video will be given to VML the day of the final presentation. The video will also be referred back to as primary research and used to implement strategies. Focus Group Participants: 1. Bryson Waibel 2. Trey Flick 3. Aerial Smith 4. Jimmy Destafano 5. Kate McFerren 6. Morgan Cimpl 7. Maddie Mason 8. Sam Thomas There were other participants that were invited. However, not everyone showed up. It was still a diversified and effective group of individuals.

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¡ 143 ¡ The data from the Focus Group has been aggregated and is featured in the following pages. Focus Group Results: Breakfast 1. Do you eat breakfast, and if so, what do you typically eat? A: Two of the participants, both male athletes, said that they usually ate breakfast every morning, consisting of a solid meal form, such as eggs, bacon, toast, etc. Four of the participants answered to having breakfast around 2-3 times a week, usually when they had class and were located on campus. The meals consisted of eggs, yogurt, fruit, or a protein shake. The other two participants answered as eating breakfast almost never, mostly due to time constraints. Analysis: Half of the participants only eat breakfast 2-3 times a week and choose lighter and more liquid foods than the other half of the participants. The occasional breakfast eaters should be targeted to replace eggs, yogurt, fruit, or a protein shake with a Kellogg's To Go Shake. 1. What time of day do you first eat? A: The two regular breakfast eaters answered early in the morning, around 7:30 am, due to being awake for class or a sports practice. Five participants answered mid- morning to noon, closer to a typical lunchtime than a breakfast time. The remaining participant answered noon to afternoon following their classes on that day. Analysis: Placing KTG shakes in convenient and available locations for athletes, such as near locker rooms or practice facilities should be considered. For those who do not eat until mid-morning to noon or noon to afternoon, KTG should be targeted to serve as a snack or to curb hunger until it is time for lunch. 1. Do you ever drink protein shakes? If so, what brand(s)? A: Three of the eight participants answered yes. The brands they chose to drink included Herbalife, Slim-Fast, Ensure, and one unknown brand. The participant that regularly chose Herbalife stated she chose this brand of shake due to its taste (protein- free) and that she sold the product herself. The participant choosing Slim-Fast and Ensure chose these brands because they are purchased regularly by her mother and the convenience of breakfast in a bottle. The participant choosing the unknown brand did so due to someone's recommendation and the affordable price of protein-mix container. Analysis: Participants seem to choose these brands due to familiarity with a product because they sell it. They are influenced by their parents who have been buying a certain brand for years and have therefore drink that brand. They also buy what friends

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• r family members have recommended to them. Other factors are being able to buy a

high quantity at a low price, as well as it tasting protein-free. Also, what are ways that can help make more college students fans of the Kellogg’s brand? 1. Would you drink Kellogg's To Go in the morning, or during the day? A: The overall opinion of the participants answered that they would be more likely to drink the product during the day as a snack between activities that would serve to curb their hunger until they ate their next meal. Participants who answered yes to having shakes or lighter foods during the morning for breakfast said they would drink it as a breakfast item as well. Analysis: KTG should aim towards being as much a daily snack as a breakfast item, as the majority of the participants answered yes to drinking it as a snack rather than a breakfast item itself. Consider locating shakes near other afternoon snack or drink machines/dispensers to target more buyers. 1.

• 5. Why would you drink or buy this product?

A: There was an overall agreement that the participants would most likely buy the product if they had little to no time between activities during their day, such as between classes or sports practices. There was a unanimous agreement that convenience was the most important factor. Furthermore, we asked if the bottles were available in on- campus stores, such as “The Perch” or “The Cage,” and if they could use “cardinal dollars” if they would be inclined to purchase the bottle. All participants agreed that they would purchase the bottle if it was conveniently located in these stores on campus, even at least to try it once. It would serve as a breakfast substitute, as well as a snack. Analysis: Convenience is the most important factor for college students when it comes to choosing a food or drink product. Its availability in on campus stores and being able to use prepaid school accounts to purchase a product are the most important driving factors in the initial recognition and purchase of a product. Locate KTG in on campus stores that accept prepaid school accounts or school specific currency. 6.As college students, do you prefer breakfast in a bottle or something you can eat? A: Five of the participants answered to preferring to solid food, while three answered

• liquid. Those who answered solid food listed factors such as taste, size, and making

sure they will be feeling full as reasons why they choose solid food over a liquid

• breakfast. Those who preferred a liquid breakfast listed factors such as taste,

convenience, and as a source of energy. Analysis: Students who typically eat solid food are concerned with taste, size, and making sure they will be full, which may seem put off by the idea of drinking only KTG for breakfast. Those who prefer breakfast in a bottle should be targeted as KTG falls under their concerns of taste, convenience, and a source of energy. Locate KTG next to

• ther breakfast shakes or liquid breakfast sources.

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¡ 145 ¡ 1. Other than in the college cafeteria or in a restaurant, how much do you typically spend

• n breakfast?

A: The answers varied from none, to under $8 a day, to up to $15 per day. Those who said zero were clearly the skippers, who do not eat breakfast at all typically. One participant answered somewhere between $6-$12 if it was a big family breakfast or

• brunch. Only one contestant answered with the highest price of $15 per breakfast, only
• ccasionally. It is important to note that because student meal plans are already paid

for, when they eat breakfast, the participants noted going to the school cafeteria the most. Analysis: Students are mostly inclined to use school specific currency and eat meals through prepaid school accounts as opposed to going out and spending tangible currency at a restaurant or other establishment. Locating KTG in campus stores at an affordable price that can be purchased using prepaid school accounts will once again be the right option. 1. How much would you be likely to pay for a bottle of KTG shake? A: The participants all agreed that they would be willing to pay no more than $1-3 for individual bottles, and no more than $5-6 for the four-pack. However, it was noted that participants also agreed they would be willing to pay up to the same price as a popular and available fruit juice bottle, Naked Juice (priced at $3.25), that is offered on campus. They would be willing to price-match almost solely due to its convenience factor of being offered on campus. The option of being able to use an internal campus currency known as “cardinal dollars,” was another highly important factor in being inclined to purchase the product on campus. Analysis: If KTG is offered in campus stores, it should be offered in single bottles at a price under $3 or at least match the price of other drinks available such as the noted Naked Juices popular on many campuses. The factor of convenience is enough to target the college student market if the price is reasonable and the product is available to students. *Other general comments regarding Kellogg's To Go Breakfast Shake: When asked to give general thoughts on the appearance of the bottle (vanilla-flavored, specifically), the participants commented that the bottle seemed to be somewhat lackluster in appearance, such as the color choices being too bright or not matching

• well. Two of the participants even stated the bottle made them think of “sugary cereal.”

One participant expressed her dislike for Kellogg's Special K brand protein shake, which therefore, was the cause for her dislike of her initial impression of the To Go brand bottle.

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¡ 146 ¡ Research Findings: Focus Group, Breakfast The findings from the focus group show that a number of college students are eating breakfast only a few times a week, usually only when they are located on campus and have access to the cafeteria. They typically eat eggs, yogurt, fruit, and protein shakes. The occasional breakfast eaters should be targeted to replace eggs, yogurt, fruit, or a protein shake with a Kellogg's To Go Shake as a breakfast item. The findings show that college students have the overall opinion that they would be more likely to drink the product during the day as a snack between activities that would serve to curb their hunger until they ate their next meal. Participants who answered yes to having shakes or lighter foods during the morning for breakfast said they would drink it as a breakfast item as well. KTG should aim towards being as much a daily snack as a breakfast item, as the majority of the participants answered yes to drinking it as a snack rather than a breakfast item itself. Consider locating shakes near other afternoon snack or drink machines/dispensers to target more buyers. Students are willing to pay between one and three dollars for an individual KTG protein

• shake. However, students are willing to price-match other shakes or juices that are
• ffered (notably Naked Juice, typically priced around $3.25 in campus stores).

The findings show that convenience is the most important factor for college students when it comes to choosing a food or drink product. Its availability in on campus stores and being able to use prepaid school accounts to purchase a product as opposed to spending money purchasing an item off-campus are the most important driving factors in the initial recognition and purchase of a product. Moreover, students are willing to pay between one and three dollars for an individual KTG protein shake. However, students are willing to price-match other shakes or juices that are offered (notably Naked Juice, typically priced around $3.25 in campus stores). Locate KTG in on campus stores that accept prepaid school accounts or school specific currency at a lower or same price as

• ther shake or juice items offered.

KTG should be offered in single bottles at a price under $3 or at least match the price of

• ther drinks available such as the noted Naked Juices popular on many campuses. The

factor of convenience is enough to target the college student market if the price is reasonable and the product is available to students. The findings from the focus group show that a number of college students are eating breakfast only a few times a week, usually only when they are located on campus and have access to the cafeteria. They typically eat eggs, yogurt, fruit, and protein shakes. The occasional breakfast eaters should be targeted to replace eggs, yogurt, fruit, or a protein shake with a Kellogg's To Go Shake as a breakfast item. For those who do not

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¡ 147 ¡ eat until mid-morning to noon or noon to afternoon, KTG should be targeted to serve as a snack or to curb hunger until it is time for lunch. KTG should aim towards being as much a daily snack as a breakfast item, as the majority of the participants answered yes to drinking it as a snack rather than a breakfast item itself. Consider locating shakes near other afternoon snack or drink machines/dispensers to target more buyers. Convenience is the most important factor for college students when it comes to choosing a food or drink product. Its availability in on campus stores and being able to use prepaid school accounts to purchase a product are the most important driving factors in the initial recognition and purchase of a product. Locate KTG in on campus stores that accept prepaid school accounts or school specific currency. Students who typically eat solid food are concerned with taste, size, and making sure they will be full, which may seem put off by the idea of drinking only KTG for breakfast. Those who prefer breakfast in a bottle should be targeted as KTG falls under their concerns of taste, convenience, and a source of energy. Locate KTG next to other breakfast shakes or liquid breakfast sources. Students are mostly inclined to use school specific currency and eat meals through prepaid school accounts as opposed to going out and spending tangible currency at a restaurant or other establishment. Locating KTG in campus stores at an affordable price that can be purchased using prepaid school accounts will once again be the right

• ption.

If KTG is offered in campus stores, it should be offered in single bottles at a price under $3 or at least match the price of other drinks available such as the noted Naked Juices popular on many campuses. The factor of convenience is enough to target the college student market if the price is reasonable and the product is available to students.

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¡ 157 ¡ Survey Research Approval Application Research Approval Application WJC Institutional Review Board for the Use of Human Subjects (Please complete and email, along with an attachment containing copies of any questionnaires, consent forms, or other written materials, to irb@william.jewell.edu.) Please allow a minimum of ten (10) days for completion of IRB review. (It will help us move proposals through the process if attachments are clearly labeled and in order of their mention in the proposal.)

• 1. Title of Project: VML/Kellogg’s Social Media & Breakfast Survey
• 2. Name(s) of researcher(s): Chris Reimer, Taylor Brown, Quentin Riser, Scott

Buffa, Travis Timmons, Ian Kennedy (Student researchers, please be sure that your Faculty Supervisor has submitted the Faculty Endorsement Form) (Note: If one or more of the researchers is from off campus, please consult point 7 of the IRB Policies and Procedures, 2013-2014.)

• 3. Faculty Supervisor: Don Huntington

(Student researchers please note: Faculty supervisor should send the ‘statement of faculty supervisor approval’, available in the IRB public folder, in a separate email to irb@william.jewell.edu.)

• 4. Brief Statement of Purpose:

(Describe the purpose of the research in no more than three sentences. Fewer is quite acceptable.) To gather data on social media usage and breakfast habits of college students in

• rder to inform us how best to market a new breakfast shake from Kellogg’s.
• 5. Proposed Subjects:

Who will participate and how do you plan to recruit the participants? Please mention

• thers involved in the recruiting process, means of identifying proposed subjects,

and any incentive offered to participants. We will garner responses from Jewell students and students from other colleges. We will send the survey out in an email to Jewell students, and post a link to the survey on our personal social media accounts to get friends from other schools to

• participate. A prize will be given to one participant in order to increase the number of

responses we receive.

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• 6. Procedure:

(Fully describe the research procedure to be applied to all or to any subset of your subject group. PLEASE USE LANGUAGE UNDERSTANDABLE BY THOSE NOT IN YOUR FIELD INSOFAR AS POSSIBLE. ) We will send out a Surveymonkey survey and request college students to answer the questions provided. We will then use Surveymonkey analytics to measure responses and select one participant to receive the prize. How will the consent of participants (and, where applicable, their legal guardians) be

• btained and documented? (An explicit, written informed consent agreement is

generally used. If you need an example of such an agreement, please email the IRB committee chair. The consent form for you study should accompany your proposal.) We placed an explicit consent agreement at the start of the survey, which requires them to input their name after the agreement before the survey is accepted. 7a) Approximately how much time will be required of each research participant? 5-10 minutes

• 8. Have you attached (or supplied links to) copies of any forms, measurement

instruments, and other written materials? (Include any documents relevant to participants’ consent described in 7.) If not, please tell us why not. N/A

• 9. Will the research involve the disclosure of health-related or other legally protected

personal information? (“Protected information” is listed in a document on the IRB information site.) ___yes X no (If yes, please explain the steps that will be taken to prevent inappropriate disclosure of this information.)

• 10. Will data collection include activities beyond the William Jewell Campus?

___no X yes (If yes, please indicate the location and how necessary approval will be

• btained.)

Placement of survey on our personal social media accounts for our personal friends at other colleges besides Jewell.

• 11. Once data are gathered, how will they be stored (or, if applicable, destroyed) so as

to assure continued protection of participants’ confidentiality? Stored in Surveymonkey account, destroyed at the end of the semester once the project is completed.

• 12. Will subjects be placed at risk, physically or psychologically, by the procedure?

____yes X no

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¡ 159 ¡ (If yes, explain how you will minimize the risk and why it is necessary to the research.)

• 13. In lieu of signatures, the researcher submitting the proposal should send cc’s to all
• ther researchers whose names are on the proposal. **

PLEASE SUBMIT THE PROSAL ELECTRONICALLY TO, irb@william.jewell.edu. Please direct any questions about the form to Dr. Pat Schoenrade via the irb email or at 415-7583 (781-7700, ex 5403). **(When a proposal is submitted by student researchers, the faculty supervisor should have previously received a cc of the proposal. At the time of submission, the faculty supervisor should also send an email of approval to the IRB using the very brief template available in the public folder.) (Updated 9/13, P. Schoenrade)

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¡ 160 ¡ History of Kellogg’s In 1906, W.K Kellogg had a vision that would enrich the quality of a simple healthy breakfast to start off the day. Through many experiments and long hours in the laboratory, W.K created the first ever breakfast cereal, Kellogg’s Corn Flake’s. With his nutritious invention W.K developed a business that would create a new stance on the way people viewed breakfast. The Kellogg’s brand would from then on become the new iconic face of the most important meal of the day. Throughout the history of this successful business, W.K and his staff has implemented six core values (K-values) that are the backbone to their every business

• action. In the early 1930’s, in the midst of the Great Depression, the Kellogg’s

Foundation wanted to invest in consumers by splitting shifts and hiring more employees. Also, during this time period Kellogg’s became one of the first companies to display their nutritional facts on the boxes. This informed consumers of all the quality ingredients they were consuming. Continuing to focus on bettering their product for consumers, Kellogg’s opened the Institute for Food and Nutritional Research Lab in Battle Creek, Michigan the home to Kellogg’s. In recent years, Kellogg’s has continued their support of philanthropic efforts through a variety of charities striving for healthier meal options. Through their own foundation, W.K Kellogg’s Foundation, they have raised several billion dollars in support

• f health education, agriculture reform, and youth programs all across the world.

W.K Kellogg started off with a single grain that has now turned into one of the most successful and supportive businesses of a healthier tomorrow. Kellogg’s has

Kellogg’s Breakfast To Go: Background Research

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¡ 161 ¡ created a brand for consumers to ensure them that every day is a new start. With the power of breakfast it all starts with a choice, so choose Kellogg’s. SWOT Analysis: Breakfast To Go Shake Strengths:

• Convenient
• Offered in three flavors (Chocolate, Vanilla, and Strawberry)
• Protein
• Can be bought in a mix
• Retracts time
• Good taste

Weaknesses:

• Difficult to find
• Special K Protein Shakes are easier to find
• Not in the breakfast aisle
• High in sugar
• Price is too high
• Unattractive brand and bottle

Opportunities:

• Bought in bulk
• Expand product line (more flavors- coffee, smoothies, etc.)
• Variety pack
• Change brand image and bottle
• Breakfast to go college application (accumulate points every time you drink one)
• Breakfast to go car (drives around and sells shakes)
• Move to the breakfast section at the grocery store

Threats:

• GNC Protein Shakes (higher in protein, can be bought in bulk)
• Naked Juice (contains real fruit, bottle design is attractive, many flavors)
• SlimFast
• Protein Shakes
• Other breakfast options (bars, eggs, bacon, cereal, pancakes, waffles, etc.)

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¡ 162 ¡ Kellogg's Current Marketing Strategies Currently the world's leading cereal company, Kellogg's has taken specific avenues in their marketing strategies in 2013, especially with the redefining of categories among breakfast and wholesome snack products. Falling under these two specific product categories is Kellogg's To Go shakes, which were released early in the year to market in an effort to reach out to a new market of people who do not eat breakfast or who seek a healthier alternative to a traditional breakfast or snack. Kellogg's CEO, John Bryant, says that the company is excited to see results from an

• pportunity to bring in consumers who otherwise would be skipping breakfast or other

Kellogg's products to eat something else. It is a great way for the company to observe from a “dashboard dining” perspective on a convenience product that is an alternative to the traditional breakfast product. In a world where it is imperative for firms to be able to evolve with forms of communication to reach customer markets, Kellogg's has showed a more involved presence through social media. Forms of social media such as Facebook and Twitter are constantly being used in order to reach a younger and more connected customer

• audience. By offering promotional specials and coupons through these social media

channels, customer relations and marketing are reaching new markets that were not utilized in the past. A specific marketing campaign the company has launched this year is the Share- Breakfast initiative that occurred in January by creating and sponsoring National School Breakfast Week in association with the non-profit Action for Healthy Kids. The Share- Breakfast campaign's goal is to donate over a million breakfasts to kids over the course

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• f the year. Kellogg's has teamed up with numerous retailer and supermarkets such as

Publix, Safeway, and BJ's to create local promotional events for the Share-Breakfast. Kellogg's has developed an in-store marketing plan involving point of sale (POS) promotions on milk cartons and other packaging to promote products as well as the Share-Breakfast campaign.

• http://investor.kelloggs.com/files/doc_events/InvestorDay/02_Strategy_Overivew

_Bryant.pdf

• http://www.cpgmatters.com/In-StoreMarketing0313.html

Competitive Analysis for Kellogg’s To-Go Shakes What is the customer need being filled?

• An on-the-go source of nutrition to prevent the customer from skipping breakfast

during their busy day. What are like products? Broad like products:

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Self-made snacks to-go

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Granola Bars

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Toaster products

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Protein and weight loss bars

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Drive-thru breakfast sandwiches

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Muffins and pastries

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Coffee drinks

• ­‑

Trail Mixes Narrow like products:

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Carnation Instant-Breakfast powder

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Carnation Instant-Breakfast to-go shakes

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Medifast shakes

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Nesquick shakes

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Herbalife shakes

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Pediasure drinks

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GNC protein shakes

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Self-made shakes and smoothies

• ­‑

Naked Juice

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Slim-Fast shakes

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Atkins diet shakes How do customers fill this need now?

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¡ 164 ¡ According to studies, 31 million Americans skip breakfast on a regular basis. As of now, the customer is either opting to skip the meal all together, or opting for a convenient and timely source of nutrition in the form of shakes, smoothies, breakfast bars, trail mixes, pre-packaged pastries or drive-thru food and drinks. Who are the competitors? Direct Competitors: Herbalife, Slim-fast, GNC, Nestle, Carnation, Atkins, Naked, Medifast Indirect Competitors: Quaker, Cliff Bars, Starbucks, Dunkin Donuts, General Mills, Pillsbury, Kashi, Nature Valley Why would the customer switch? Customers would switch products to satisfy their breakfast needs due to convenience of the product, price of the product, the product’s flavor/taste, serving size offered from the product, quality of the product, the environmental effects caused by the product, the healthiness of the product, and the amount of energy provided by the product for the day ahead of them. What is Kellogg’s basis for competitive advantage? Kellogg’s competitive advantage is in their trusted and well-established brand name and their pricing compared to the majority of their direct competitors. Differentiated Value vs. Ante: Kellogg’s ante in the breakfast-to-go industry: convenience, ease of preparation, transportability, ranges of flavors offered, trusted brand name Kellogg’s differentiated value in the breakfast-to-go industry: price, breakfast in a shake Summation of Competitive Analysis:

• There are many different ways for consumers to conveniently staunch the temptations
• f skipping breakfast on a busy morning. When it comes down to it, the consumer must

make a conscious decision if a solid (in the form of breakfast bars, drive thru food, pastries) or a liquid (breakfast shakes, protein shakes, smoothies, weight-loss drinks) best suits their lifestyle. When it comes to the consumption of breakfast foods, there are

• nly a handful of brands in the market; therefore, each brand is well established and

consumer trust is vital. When looking at the liquid breakfast route, it should be noted that there are very few products marketed as solely “breakfast” products. A majority of the Kellogg’s To-Go Breakfast Shake’s competition are weight-loss, health and protein drinks that act as meal supplement or replacements. The only other established “breakfast” drink on the market is Nestle’s Carnation Instant Breakfast shakes. In this sense, Kellogg’s has an opportunity to distinguish themselves as the leading providers

• f a nutritious on-the-go liquid breakfast option.

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¡ 165 ¡ Nutrition When examining the current nutrition values posted on the Kellogg Breakfast To Go label, we noticed numbers that could potentially alarm and detour consumers from purchasing the Kellogg’s Breakfast to Go Product. The first number that stood out was the 18 grams of sugar present in each bottle product. This is a little less than half of the suggested daily value of 50 grams. Consumers who are conscious of their sugar intake may be reluctant to consume such a large portion of their sugar so early in the day on a liquid beverage. We also see another problem: the market of adolescents may not be fully tapped into, because their parents are uncomfortable with the high sugar content and would prefer a healthier alternative. The other value that could cause a loss of interest in your product is the low protein content. If the protein content in the liquid beverage was increased, we feel the drink could potentially draw more interest from the college-age students who are health conscious and concerned with consuming high amounts of protein. This could give a comparative advantage over other premixed protein beverages in non-nutrition specific stores. Higher protein content could also make the sugar content more acceptable to consumers, who would see it as more of a worthy trade off. Those numbers alone have the power to attract consumers to your product or cause them to search for an alternative.

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¡ 166 ¡ Kellogg’s Financial Research On July 26th, 2013 Kellogg Company (NYSE:K) announced that its Board of Directors will meet the declared dividend of $0.46 announced on April 26, 2013. An increase of 4.5 % per share on the common stock of the Company, payable on September 16, 2013, to shareowners of record at the close of business on September 3, 2013. The ex-dividend date is August 29, 2013. This is the 355th dividend that Kellogg Company has paid to owners of common stock since 1925. This company has a strong track record of consistent dividend payouts making it attractive for income type

• investors. The current dividend ratio of 67.4 is above the average of 54.3 dividend

payout ratio of the S&P since the 1930’s. The forecast for Kellogg company investor relations are positive. 2013 year-to-date net sales are out pacing the previous year by 9.5 % aided by recent acquisitions in Europe. With 2012 sales of $14.2 billion, Kellogg is the world's leading cereal company; second largest producer of cookies and crackers; a leading producer of savory snacks; and a leading North American frozen foods company. ¡ ¡ ¡ ¡ ¡ ¡ ¡

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¡ 167 ¡ Works Cited Alli, Syed. "The Best Social Media Campaigns by Brands." socialmedia today. N.p., 01 Aug 2013. Web. 22 Nov 2013. <http://socialmediatoday.com/syed-noman- ali/1638021/best-social-media-campaigns-brands>. Blakeley, Julie. "7 Creative and Successful Social Media Campaigns." Postano. TigerLogic Corp., 01 Nov 2012. Web. 02 Oct 2013. <http://www.postano.com/blog/7-creative-and-successful-social-media- campaigns>. ¡ Chanel Use/Growth. N.d. Photograph. http://geniusrecruiter.com/Web. 22 Nov 2013. Chapman, Erin. "Facebook Facts Revealed ." Collegiate Times. N.p., 8 Nov 2011. Web. 22 Nov 2013. "College Enrollment Statistics." Statistics Brain . N.p., 28 Apr 2013. Web. 22 Nov 2013. Duggan, Maeve, and Joanna Brenner. "The Demographics of Social Media Users -- 2012." Pew Research Center's Internet and American Life Project (Feb 2013): n.pag. Pew Research Center. Web. 02 Oct 2013. Friedman, Lauren. "The Best Social Media Campaigns of 2013 (so far)." iMedia

• Connection. N.p., 26 Jun 2013. Web. 02 Oct 2013.

¡ In Sixty Seconds. N.d. Photograph. Go-globe.comWeb. 22 Nov 2013. <http://http://techmarketingbuffalo.com/.com/>. "Kellogg's Company Financials ." MorningStar. N.p.. Web. 22 Nov 2013. "Kellogg's 2012 Anual Report ." Kellogg's. N.p.. Web. 22 Nov 2013. Jones , William . "How Much Does a Like or a Follow Cost?."Socialmedia today. N.p., 12 Apr 2012. Web. 22 Nov 2013. Segal, Nathan. "10 Strategies to Create Successful Social Media Campaigns." HTML

• Goodies. N.p., 05 Jul 2013. Web. 02 Oct 2013.

<http://www.htmlgoodies.com/market_research/10-strategies-to-create- successful-social-media-campaigns.html>. "Dividend payout ratio." wikipedia. N.p.. Web. 22 Nov 2013. <http://en.wikipedia.org/wiki/Dividend_payout_ratio>. "3 most useful metrics in the new Facebook insights." Inside Facebook . N.p., 29 July

• 2013. Web. 22 Nov 2013.