Goal Statement - Katie D'Arcy's Online PR Portfolio
You’re entering a wild new business territory.
You’ve set a finish line, now you have to figure out how to get there.
The landscape is littered with traps, flying monkeys, snags and wrong turns.
There are infinite possibilities.
Let us lay your path… follow the green brick road.
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Katie Corbut Aubrey Haskins
Account Executive Team Manager
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Situation Analysis 1-5
Client Description 1
Challenge 1
Problem Statement 1
SWOT Analysis 1-3
Environmental Issues 3-4
Best Practices 4-5
Target Audience 5
Audience Analysis 6-7
Goal Statement 7
Objectives 8
Startegies 8
Key Messages 9
Benchmark Measurements 9
Tactics 10-17
iCafe Online Newsroom 10
iCafe and Boys and Girls SHAZAM! Fundraiser 11
Back-to-School Drive 12
iCafe Greek Kick-off 13
“Tackle the Day with iCafe” Foursquare Check-ins 14
iCafe and Olde Canal Days 15
iCafe Cook-off to Tackle Hunger 16
iCafe QR-Code Promotion 17
“Tackle the Day with iCafe” Corporate Luncheon 18
“Tackle the Day with iCafe” Corporate eBlast 19
iCafe Cookbooks 20
Tackle the Issues in Youngstown with iCafe 21
Campaign Map 22
Budget 23-24
Research Report 25-38
Primary Research Report 25-30
Secondary Research Report 31-38
Appendix 39-43
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Country Pure Foods operates in conjunction with three food and beverage companies: Natural Country Farms of Ellington, Ct.; Ohio Pure Foods of Akron, Ohio; and Ardmore Farms of DeLand, Fl. Combined experience levels exceed 150 years. This merger, which began in 1995, created the foundation for Country Pure Foods and led to the continued success Country Pure Foods enjoys today. Country Pure Foods aims to serve many clients such as hospitals, schools and retail businesses.
While Country Pure Foods is primarily a business-to-business corporation, offering distribution and packaging services for mass-production, the newest focus is direct-to-consumer. Country Pure Foods acquired the rights to sell an iced-coffee product, iCafe (produced by Boncafe International PTE LTD), on Feb. 16, 2009 in an attempt to offer more options to businesses and consumers. iCafe is a low-fat iced coffee available in three flavors: milk coffee, French vanilla and mocha. The drink is available in 8.1ounce cans at 93 Northeast Ohio Walgreens locations.
Country Pure Foods employees are more aware of the product than anyone else in the region. The company also has a record of hiring and retaining happy employees. These employees working in the Akron plant and offices can act as brand ambassadors of the product throughout Akron and surrounding cities where they reside.
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iCafe has succeeded internationally and is making its domestic debut in Northeast Ohio. The product is entering a market of nationally sold and recognized iced-coffee producers with multi-million-dollar annual sales. Right Path PR is charged with creating a plan to successfully build brand awareness and create buzz for the product among key audiences.
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Country Pure Foods is facing a lack of awareness for iCafe among key audiences. Country Pure Foods also faces a disconnect among target audiences when associating iced coffee with Walgreens drugstores.
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Strengths
iCafe taste tests held by Country Pure Foods and Right Path PR reveal publics prefer or believe iCafe is comparable to a Starbucks Frappuccino(, a leading brand on the market (Research Report, pg 27).
From the research gathered by Right Path PR, the size of the drink can be considered a strength. As interviews indicated, the audience doesn’t want to carry a large container of coffee. Primary research also found the target audience thinks iced coffee is generally easier to carry than hot coffee (RR, pg 25).
The product is displayed in the iCafe Chiller at the Walgreens checkout counters. The chiller is bright and has LED lights. Respondents in interviews reported bright and glamorous packaging routinely affects the decision to make impulse purchases (RR, pg 28-29).
The biggest strength of the product is the low price point. For the age groups of the key publics identified, both said price affects the decision to impulse purchase at stores such as Walgreens (RR, pg 28-29).
iCafe also has local alliances with the Cleveland Cavaliers, Cleveland Browns and the Lake Erie Monsters. These alliances could be valuable in creating more brand awareness for the iced-coffee beverage through established events sponsored by the teams.
Weaknesses
iCafe has little to no brand awareness among 18 to 34 year olds in Northeast Ohio. The product is also competing with big names in the iced-coffee market such as Starbucks, POMx, McDonalds and Caribou Coffee. Furthermore, energy drinks infused with coffee such as Monster Java can also pose a threat. While these drinks are a different product category, focus group subjects report the beverages work as a substitute for coffee or iced coffee (RR, pg 25).
The iCafe website, including the “Where do you iCafe?” page also creates a weakness. The photos of people drinking iCafe appear to be staged. Also, the website is difficult to locate through search engines. The term “iCafe” is not trademarked. It is, however, used to brand discussion forums, Apple-product pages and Internet cafes. To give the brand a noticeable presence online, iCafe will have to be further branded with a slogan, catch phrase or memorable URL.
Opportunities
iCafe is new to Northeast Ohio. The population has little or no knowledge of the product, giving Right Path PR a blank slate to create an image for the brand.
The price of the product also creates an opportunity. The 18-to-24-year-old public consumes a lot of low-priced coffee. Primary research also found a large portion of the 25-to-34-year-old public is concerned with price (RR, pg 29).
iCafe’s low level of participation in social media also becomes an opportunity for the brand. The age group drinking the most coffee (18 to 34 year olds) is the most active group in social media (RR, pg 32). Also, social media communication can be targeted to the regional audience through Facebook pages, blogs and Twitter hash tags. The iCafe brand has a low level of participation, providing Right Path PR a blank slate when creating communication messages online. Finally, communicating the product via social media will effectively reach key publics while saving money for Country Pure Foods.
Northeast Ohio hosts more than 25 four-year universities and two-year colleges. Together the schools contain more than 100,000 students (RR, pg 34). These large pockets of young coffee drinkers are perfect venues for starting grassroots movements to create word-of-mouth buzz. Primary research indicates word-of-mouth is one of the most effective ways to persuade 18 to 24 year olds (RR, pg 26).
Word-of-mouth buzz also creates an opportunity to direct the audience to social media sites for more information on the product and more interaction with Country Pure Foods.
iCafe’s partnership with Cleveland Sports teams through Walgreens includes an established relationship with the Boys and Girls Club of Cleveland. The organization provides a safe education environment for underprivileged children. This establishing relationship with the BGCC gives iCafe an opportunity to tie itself with a community organization to gain media coverage and brand loyalty from consumers.
Threats
Since the brand is new and has no reputation, there are few threats. However, primary research discovered that people do not like the packaging (RR, pg 27). One participant reported having seen the drink, but did not know it was coffee (RR, pg 29). Also, focus group members reported iCafe looks like an energy drink (RR, pg 27).
Furthermore, secondary research found freshness of coffee affects the purchase decision. Coffee shops appear to serve fresh coffee (RR, pg 27). Focus group participants reported that coffee from a can does not appear fresh (RR, pg 27).
The competition from well-known, iced-coffee sellers in the market also threatens the potential success of iCafe. Companies such as Starbucks and McDonalds have had a national presence in the iced coffee business for years. The competitors have strong brand awareness online and offline. After admitting iCafe tasted better in blind tests, many people said they would still choose brand names such as Starbucks. Respondents report they trust the product and know what they will be getting when purchasing iced coffee from well-known companies. One interviewee reported the “trendy” factor affected her decision to purchase Starbucks.
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The Iced-Coffee Market
According to research from the National Coffee Association of the U.S.A., only about 40 percent of 18 to 34 year olds drink coffee. However, the age bracket makes up more than 60 percent of gourmet, out-of-home coffee drinkers, according to research on Starbucks drinkers by Peek You (an organization aggregating information from an array of social media platforms). The study revealed that 34 percent of Starbucks drinkers are 25 to 34 years of age while 29 percent are 18 to 24 years of age. (RR, pg 33)
A survey from OnTech Operations Inc., a national coffee-packaging company, also reported younger audiences drive the demand for iced coffee. Right Path PR’s primary research discovered younger audiences drink more iced coffee, but found no one who drank only iced coffee. A focus group and interviews found 18 to 34 year olds drank iced coffee for convenience, speed and refreshment. A 2011 study by Dunkin’ Donuts pinpoints the reasons why national audiences choose iced coffee (RR, pg 33):
• To get energy throughout the day -- 42 percent
• To drink it faster than hot coffee -- 21 percent
• To cool down -- 19 percent
• To drink through a straw --18 percent
The Walgreens Market
According to the manager of the Kent Walgreens, most of the stores’ sales come from prescription drugs (RR, pg 25). Statistics by the American Collegiate Retailing Association from 2006 confirm that more than 60 percent of the drugstore’s revenue comes from prescriptions. The same research reports non-pharmacy items are an opportunity for the store, primarily through impulse buying (RR, pg 32).
Beyond prescriptions, over-the-counter drugs prompt the next largest category of Walgreens trips. The majority of females in Right Path PR’s primary research also reported making trips to Walgreens for cosmetics (RR, pg 29).
The majority of participants in interviews and the focus group reported making impulse purchases during roughly 8 out of 10 trips to drugstores like Walgreens (RR, pg 28). Major factors contributing to impulse purchases, in descending order, were:
• Waiting at the check-out counter
• Time spent waiting for a prescription
• Passing something brightly colored or attention-grabbing
iCafe is displayed on the end of the checkout counter in the iCafe Chiller, making it visible and susceptible to an impulse purchase. The chiller is brightly colored with LED lights to draw attention, but the display is surrounded with other products and blends into the clutter.
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Right Path PR paid particular attention to similar integrated communications efforts related to iced coffee and other similar beverages. Many beverage producers have also implemented successful partnerships with professional sports teams in order to increase awareness. A full breakdown of best practices can be found in the research report. (RR, pg 35).
Dunkin’ Donuts
“Caught Cold” Campaign
o Street-teams gave away tickets for a Boston Bruins play-off game to people “caught cold” drinking Dunkin’ Donuts iced coffee.
o The team drove through Boston and surrounding cities to spot people drinking the beverage.
The Dunkin’ Donuts “Caught Cold” Campaign received many media mentions and an interview with the head of sports marketing for the Canton, Boston Dunkin’ Donuts showed the campaign contributed to the surge in iced-coffee sales. The partnership with Cleveland sports teams can allow iCafe to implement a similar tactic to help create awareness about iCafe. (RR, pg 36)
Red Bull
San Francisco Has Wings Campaign
o Red Bull and the San Francisco Giants used Facebook Places to make a citywide scavenger hunt to give away baseballs signed by pitcher Tim Lincecum.
o Red Bull took photos of the baseballs in designated spots throughout the city
o The first fan to check in at the designated locations using the password “San Francisco Has Wings,” won the baseball
o Fans that were unable to participate in the scavenger hunt entered Tim’s “October Heat” Facebook photo contest, submitting photos of how they supported the team (outfits, cheers, etc).
The contest received numerous mentions in local and nationwide media including the Yahoo homepage. iCafe could promote Facebook Places or Foursquare check-ins at Northeast Ohio Walgreens locations (RR, pg 36).
POMx Iced Coffee
“How do you wake the F up?” Campaign
o POM gave selected college students a camera, iced coffee, and a $100 budget to film videos explaining how they “Wake the F up.”
o The winner received $4,000 cash and a school year’s supply of POMx Iced Coffee.
iCafe could implement a similar tactic using social media to be more cost effective. The contest has not yet been judged, making it difficult to evaluate effectiveness. Number of entries is not an effective measure because only certain groups at select colleges were invited to participate. However, POMx has a number of consumers participating in social media, indicating it understands new media and how to reach its target audience. (RR, pg 35).
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Primary Audiences
• College age students, 18 to 24, who drink coffee and live within a 10 to 15 mile radius of a Walgreens at the following universities: Kent State University, University of Akron, Cleveland State University, John Carroll University and Case Western Reserve University.
• Coffee drinkers age 25 to 34 who shop at Walgreens for prescriptions, over-the-counter drugs and hygiene products in the Cleveland Metropolitan areas which encompasses seven counties: Lorain County, Cuyahoga County, Medina County, Summit County, Portage County, Geauga County, Lake County and Ashtabula County.
• Coffee drinkers age 25 to 34 who shop at Walgreens for prescriptions, over-the-counter drugs and hygiene products in the Youngstown Metropolitan area and the Canton-Massillon statistical area.
Secondary Audiences
• Media Outlets in Northeast Ohio
• Campus Media outlets
• Northeast Ohio Food and Beverage bloggers
• Country Pure Foods employees at the Akron facility
• Northeast Ohio Walgreens shoppers
Primary Audiences
• College age students, 18 to 24, who drink coffee and live within a 10 to 15 mile radius of a Walgreens at the following universities: Kent State University, University of Akron, Cleveland State University, John Carroll University and Case Western Reserve University.
These geographic areas represent nearly 90,000 college students from eight four-year universities primarily between the ages of 18 to 24. They live or go to school within a 15-mile radius of a Walgreens and have disposable income for small discretionary purchases.
There are seven Walgreens within a 10-mile radius of John Carroll University and Case Western Reserve University. The area includes more than 16,000 students when schools such as the Cleveland Institute of Music are added.
Kent Sate State University (34,056 students; one Walgreens within 5 miles), Akron University (29,251 students; four Walgreens within 5 miles) and Cleveland State University (15,664 students; three Walgreens within 5 miles) all are within walking distance of a Walgreens.
• Coffee drinkers age 25 to 34 who shop at Walgreens for prescriptions, over-the-counter drugs and hygiene products in the Cleveland Metropolitan areas which encompasses seven counties: Lorain County, Cuyahoga County, Medina County, Summit County, Portage County, Geauga County, Lake County and Ashtabula County.
There are nearly 72,000 25 to 34 year olds living in the Cleveland Metropolitan area. According to PRIZM, these people, on average, are tech-savvy, educated and live in trendy urban neighborhoods. Many bars, coffee shops, boutiques and restaurants surround the neighborhoods. They have an average household income of $50,000 or more. There are more than 60 Walgreens stores located within these counties.
• Coffee drinkers age 25 to 34 who shop at Walgreens for prescriptions, over-the-counter drugs and hygiene products in the Youngstown Metropolitan area and the Canton-Massillon statistical area.
Approximately one million people live in the Canton-Massillon statistical area and Youngstown Metropolitan area. There are a combined total of 23 Walgreens stores in these geographic areas, each less than 15 miles from each other. These are important areas because they have high population densities per square mile.
With low amounts of public transportation, individuals are responsible for their own vehicles and often pass one or more Walgreens during their daily commute.
Secondary Audiences
• Designated media outlets in Northeast Ohio, such as, traditional media, campus media and Northeast Ohio food and beverage bloggers.
There are approximately 110 traditional and campus media outlets in Northeast Ohio (a complete list of the media outlets can be found in the appendix). These media outlets can serve as opinion leaders for our primary audiences. Many look to media outlets for information on new products and upcoming events. The media outlets can create awareness around iCafe and any sponsored iCafe events. Northeast Ohio food and beverage bloggers can also promote iCafe. Many people read these blogs for information on food products, beverages, recipes and cooking tips.
• Country Pure Foods employees at the Akron facility.
Country Pure Foods employees can act as ambassadors for the product and share information to their family and friends. The Marketing and Communications Department of Country Pure Foods can share their expertise on iCafe through media interviews, promotional events and taste tasting events.
• Northeast Ohio Walgreens shoppers.
The Walgreens shoppers in Northeast Ohio will see iCafe while shopping. This audience will be more familiar with iCafe than those who do not regularly shop at Walgreens. This will allow them to help promote iCafe to their friends and family.
[pic]Right Path PR seeks to raise awareness among key audiences about iCafe and its availability at Walgreens locations in Northeast Ohio.
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• To increase awareness about iCafe and its availability at Walgreens stores among college students in the defined Greater Cleveland area, who drink coffee and live within 10 to 15 miles of a Walgreens store by 10 percent by November 2011.
• To increase participation on targeted social media sites among key audiences to 1,000 followers and increase traditional media presence by five percent by November 2011.
• To motivate 100 college students in the defined Greater Cleveland area to sample a taste of iCafe by November 2011.
• To educate the Akron Country Pure Food employees about iCafe to encourage five percent of employees to become brand ambassadors by June 2011.
• To increase awareness among coffee drinkers age 25 to 34 who shop at Walgreens within the Greater Cleveland Metropolitan area, Youngstown Metropolitan area and Canton-Massillon statistical area about iCafe by five percent by November 2011.
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• Work from and redevelop the “Where do you iCafe” strategy using new social media.
• Engage audiences through further development of social media sites.
• Create relationships with nonprofits and local organizations to generate traditional media attention for iCafe.
• Use partnership with Walgreens and Cleveland professional sports teams to generate awareness of iCafe.
• Use events on or around Cleveland Metropolitan area universities to engage college students through face-to-face communication.
• Develop press materials to distribute to traditional media outlets, campus media outlets and food and beverage bloggers.
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• iCafe presents quality and value not traditionally found in the iced-coffee market.
• iCafe partners with causes and organizations that are relevant and important to its consumers and community.
• iCafe presents information to its consumers where they want it.
In order to evaluate the objectives for the seven-month campaign, benchmark measurements will be conducted at the beginning, middle and end of the campaign. Right Path PR will use a variety of benchmark measurements to ensure the campaigns success.
• Elicit feedback and contributions from audiences via social media
• Ongoing measurement of hits to the iCafe website
• Continual study of media hits and impressions about iCafe
• Measure the attendance at all iCafe events and/or sponsored events
iCafe Online Newsroom
An online newsroom housed on iCafe’s portion of the Country Pure Foods website will act as an easily accessible hub for all communication elements channeled to the media. The page will include all press releases with an RSS-feed option.
The page will include a multi-media section including:
• All videos produced by Right Path PR
• A section of photos available to the media
The newsroom will also include a “quick links” section directing viewers to social media outlets and the Country Pure Foods homepage. Finally, the page will include a Frequently Asked Questions section for media members and bloggers with no awareness of iCafe.
Audience
• Traditional media outlets
• Campus media outlets
• Bloggers
Promotion
• Right Path PR will pitch bloggers and journalists via e-mail and direct them to the newsroom
• The link to the newsroom will also be on all iCafe social media websites
Rationale
The online newsroom will provide a comprehensive site where the media can learn everything about iCafe and its social responsibility initiatives throughout Northeast Ohio. All information will be easily accessible saving time for the Country Pure Foods marketing staff and Right Path PR.
The site will also provide an easy, trustable outlet for communicating press releases. Bloggers and Journalists will not be asked to download a file or read a news release within an e-mail.
Evaluation
• Monitor the number of media mentions iCafe receives from bloggers and journalists
• Measure the traffic to the online newsroom
iCafe and Boys and Girls SHAZAM! Fundraiser
iCafe staff will sponsor and attend a Greater Cleveland area Boys and Girls Club fundraiser event to achieve positive community status and media coverage. iCafe will give a corporate donation of $1,000 to the event and two corporate executives from iCafe will attend the event.
On Oct. 15, 2011, the 24th annual SHAZAM! black-tie fundraiser will be held at the InterContinental Hotel and Conference Center[1]
• SHAZAM! is the Boys and Girls Club’s annual black-tie fundraiser held each fall
• SHAZAM! began to develop new support for the organization and new corporate relationships
• Last year, SHAZAM! raised over $120,000 in sponsorship funds
Audience
• College students age 18 to 24
• Coffee drinkers 25 to 34
• Media
Promotion:
• A press release will be sent to traditional media outlets
• Right Path PR will also promote the event through social media
• Radio spots and internal communications provided through the partnership contract with the Cleveland Cavaliers and Walgreens will also promote the iCafe being at the event
Rationale:
Primary research shows our key audiences are attracted to companies and/or products that are tied to a charitable organization and give back to the community. By having iCafe sponsor a charitable event, it will help the public connect iCafe to a charitable organization. Also, by sponsoring an event for the Boys and Girls Club of Cleveland, iCafe may secure media attention as well as create awareness about iCafe and its availability at Walgreens as a secondary achievement.
Currently, the Cleveland Cavaliers donate game tickets to the Boys and Girls Club, creating an opportunity to use the partnership iCafe already has created with the Cleveland Cavaliers. Finally, many of the volunteers at the Boys and Girls Club are Cleveland-area residents who live in the designated geographic areas of high Walgreens store concentrated areas.
Evaluation:
• Number of hits received to online materials about the event
• Number of mentions iCafe received in traditional or nontraditional media
Back-to-School Drive
Country Pure Foods and iCafe will offer incentives to consumers who participate in the Walgreens’ Back-to-School Drive. The drive is sponsored by the Cleveland Cavaliers and provides school supplies for Cleveland, Akron, Loraine and Lake County-area schools. For every five items purchased for donation, iCafe will supply the consumer with a Buy-One Get-One Free coupon for iCafe priced at $1.49.
Audience
• Coffee drinkers age 25 to 34 in the Cleveland Metropolitan area
• Coffee drinkers age 25 to 34 in the Youngstown Metropolitan area and the Canton-Massillon statistical area
• Northeast Ohio media outlets
• Walgreens sales associates
• Walgreens shoppers
Promotion
• As approved by Bruce Burge and Dave Gordon of the Cleveland Cavaliers, Country Pure Foods can promote the event through the Cleveland Cavaliers eBlast
• Right Path PR will send a press release to traditional media outlets
• The Back-to-School Drive will also be on all iCafe social media websites
Rationale:
The Back-to-School Drive allows Country Pure Foods to use the partnership already created with the Cleveland Cavaliers and Walgreens. Also, parents who are buying school supplies for their children are within the age group of one of the key audiences for the “Tackle the Day with iCafe” campaign. This is another way for Country Pure Foods to tie iCafe to the greater community.
Evaluation:
• Number of BOGO coupons redeemed in conjunction with donated supplies
• Measure of media hits
• Number of likes, comments and retweets on iCafe social media sits about the Back-to-School Drive
iCafe Greek Kick-off
The iCafe Greek Kick-off will be a competition between the Greek Communities at each targeted university. Country Pure Foods will challenge each sorority and fraternity to produce a 60 to 90 second creative video describing where they like to iCafe. A list of rules for the competition will be given to the participating Greek chapters. The videos will be submitted to the iCafe website, which already provides a place to upload videos. The winner of the video contest at each university will be granted 100 points to their overall Greek Week scores and the top five videos will be posted to all iCafe social media websites.
Audience
• College students age 18 to 24
• Campus media outlets
Promotion
• The competition will be promoted through campus media outlets
• Press releases and competition rules will be sent to the Greek Organization at each targeted university
• The competition will also be promoted through iCafe social media websites
Rationale
There are a combined total of 79 sororities and fraternities from each of the targeted universities, indicating the Greek Community is a large part of the 90,000 students within the target audience. Also, primary research by Right Path PR shows Country Pure Foods implemented a similar tactic when first acquiring the rights to sell iCafe, called “Where Do You iCafe?” The Greek Week event creates an opportunity to rebuild on a previous idea to create awareness about iCafe and its availability at Walgreens to college students age 18 to 24.
Evaluation
• Number of Greek chapters participating
• Number of videos uploaded to the iCafe website
• Number of related interactions on social media sites
• Frequency of media coverage by campus media outlets
“Tackle the Day with iCafe” Foursquare Check-ins
Right Path PR will use the existing partnership with Country Pure Foods and Walgreens to create iCafe- Foursquare check-ins at Northeast Ohio Walgreens. There are several promotional options that Country Pure Foods can chose from to drive Foursquare users to buy the product at Walgreens. An iCafe Foursquare account can be created and/or Walgreens can also offer specials for iCafe through their existing account on Foursquare.
Promotional options available on Foursquare for iCafe Chiller Check-ins:
• Mayor Special
o This is your most frequent visitor to your venue over the past 60 days. This helps encourage repeat visits. This promotional option could offer the mayor an iCafe for $0.99 throughout the duration of its mayor ship and/or an iCafe t-shirt.
• Frequency Special
o This works as a frequent buyer card. Every five times they visit they can redeem a special. For every 10 Walgreens/iCafe check-ins they can get a 50 percent off offer at the $1.49 price point.
• Count Special
o This is suggested by Foursquare as the way to obtain new customers. This special gives you the option to obtain a special on the customers’ first check-in for the product, as well as subsequent check-ins after that. For the first check-in a customer will get a can of iCafe for free with the purchase of something else or one iCafe at the $0.99 price point.
• Custom Special
o These are available to customers on every check-in, but based on whatever conditions you choose. The customer special for iCafe is if you and two other friends check in you each get a can of iCafe for $0.99.
• Venue Regulars Special
o This encourages customers to check back in frequently, which is great for increasing repeat customers. If a customer checks in three times at Walgreens they can receive a BOGO coupon for iCafe.
Audience
• College students age 18 to 24
• Coffee drinkers age 25 to 34 in the Cleveland Metropolitan area
• Coffee drinkers age 25 to 34 in the Youngstown Metropolitan area and Canton Massillon statistical area
Promotion
• Country Pure Foods can promote its participation on Foursquare at events
• Social media will also promote iCafe’s participation on Foursquare
Rationale
Secondary and primary research reveals several of our target audiences are tech-savvy and spend time on social media sites. With the growth of Foursquare and the increased use of this social media platform by businesses to drive customers to their stores, it will benefit iCafe to become involved.
Evaluation
• Total daily check-ins
• Most recent visitors
• Top frequent visitors
• Gender breakdown of customers
• What time of day people check-in
• Portions of your venue’s Foursquare check-ins that are being broadcast on Twitter and Facebook
iCafe and Olde Canal Days
Country Pure Foods and iCafe will set up an informational tent at the Olde Canal Days Festival from June 30 until July 2 in Canton Fulton, Ohio. In order to attract guests, a prize wheel will be set up at the booth as well as taste testings of iCafe. In order for a guest to be able to spin the wheel they must taste test iCafe. The prizes of the wheel will include: iCafe t-shirts, iCafe pens and iCafe eco-friendly bags. [2]
Audience
• Coffee drinkers age 25 to 34 in the Canton-Massillon statistical area
Promotion
• The presence of iCafe at Olde Canal Days Festival will be placed on iCafe social media websites
• The festival and the venders will also be promoted through traditional media outlets
Rationale
Interviews with participants age 25 to 34 showed this audience enjoys events that are low cost and family oriented. The Olde Canal Days Festival is a family oriented festival, so it is certain iCafe will be able to create awareness among this target audience.
Evaluation
• A face-to-face survey of two questions will be asked before a guest tries iCafe
• A face-to-face survey of three questions will be asked after a guest tries iCafe
• Number of visitors to the iCafe booth
• Number of media mentions about iCafe being at the festival
iCafe Cook-off to Tackle Hunger
Kent State University recently launched a chapter of Campus Kitchen, an organization that invites college students to prepare food for a local soup kitchen in the community. Right Path PR will sponsor a contest with the student chefs in the program. Chefs will compete to make the best dish using iCafe as the secret ingredient. Students from the hospitality management program and staff from Country Pure Foods will judge the dishes. Students will be able to sign up in their hospitality management classes and rules will be provided to the judges and the participating student chefs. The winning chief will earn an honorary $500 donation to the Kent State Campus Kitchen chapter.
Right Path PR will purchase wholesale ingredients through Campus Kitchen vendors. The winning dish will be produced as a dessert for the hungry people of Portage County on the day of the event.
Audience
• College age students age 18 to 24
• Coffee drinkers age 25 to 34 in the Canton-Massillon statistical area
• Coffee drinkers age 25 to 34 in the Cleveland Metropolitan area
Promotion
• Right Path PR will send a press release to the student media at Kent State University
• A press release will also be sent traditional media outlets about the event
• A video news release will be sent to traditional media outlets and posted on iCafe social media sites
Rational
A focus group and face-to-face interviews showed key publics can base impulse purchases on social responsibility. Since the Campus Kitchen is a new organization on campus, the promotion will be mutually beneficial. iCafe can also earn regional media mentions by implementing a creative contest and aligning with the contest to a worthy cause.
Evaluation
• Number of media mentions of the event and iCafe
• Number of student chefs participating in the contest
• The amount of likes, retweets and comments posted to iCafe social media websites surrounding the event
iCafe Campus QR-Code Promotion
Right Path PR will acquire quick-read (QR) codes to be placed on creative posters throughout the targeted universities. The posters will display an oversized code with a headline stating “Scan Here to Tackle Your Day With iCafe.” When a student scans the cods with their Smartphone, he or she will automatically be connected to a landing page about iCafe and its availability at Walgreens. Once connected to the landing page, the students will be able to enter into a sweepstakes to win a free case of iCafe.
Audience
• College age students age 18 to 24
Promotion
• Right Path PR will send a press release to campus media outlets
• Promotion of the QR codes will be on all iCafe social media websites
Rationale
Secondary research indicates more than half of college student’s use a Smartphone. QR codes are beginning to be used in mainstream media and will resonate well with the young technologically savvy audience. Placing the posters throughout targeted universities will reach the students in their environment.
Evaluation
• The number of hits on the specially tailored iCafe landing page
• The number of participants entered in the sweepstakes
“Tackle the Day with iCafe” Corporate Luncheon
Right Path PR will create a 20-minute presentation explaining its role within the “Tackle the Day with iCafe” campaign as well as the benefits of using certain strategies, such as social media, media relations and face-to-face communication to the corporate employees of Country Pure Foods. During the presentation the corporate employees will be provided with a boxed lunch and refreshments.
Audience
• Country Pure Foods employees at the Akron facility
Promotion
• The luncheon will be promoted through the employee e-mail database used by Country Pure Foods
• Top management at Country Pure Foods will also remind its employees of the luncheon through face-to-face communication
Rationale
The corporate employees of Country Pure Foods can serve as ambassadors and media contacts for iCafe, therefore it is important for the employees to understand the benefits and importance of creating awareness for iCafe to target audiences through a public relations campaign. Also, for any beverage launch to be successful all corporate employees must understand the beverage and the activities around the beverage, in order for any strategies and tactics to be successfully implemented.
Evaluation
• Number of employees at the luncheon
• Increase in brand loyalty for iCafe among employees
“Tackle the Day with iCafe” Corporate eBlast
Right Path PR will create an iCafe eBlast template that will be sent to the Country Pure Foods employees through the Country Pure Foods e-mail database. The eBlast will be sent out on the last business day of each month during the campaign. Country Pure Foods will distribute the eBlast. Information on the eBlast will include media hits about iCafe, a list of upcoming iCafe events and an overview of the campaigns success for that particular month. Right Path PR will write the copy for the eBlast.
Audience
• Country Pure Foods employees at the Akron facility
Promotion
• Right Path PR will promote the new eBlast at the corporate luncheon
• Country Pure Foods top management can share the news about the reoccurring eBlast through face-to-face communication
• The eBlast will have continual promotion every month when it is distributed via the e-mail database
Rational
The employees of Country Pure Foods are the closest and most familiar with iCafe, so it is important to keep them informed and updated throughout the campaign. It will also keep employee retention for the approval and support of the campaign. After speaking with Country Pure Foods, Right Path PR learned they use an e-mail distribution list to send important information to all salary employees. By utilizing an existing database, Country Pure Foods will save on time and money.
Evaluation
• Number of opened eBlasts
• Increased brand loyalty for iCafe among employees
iCafe Cookbooks to Tackle Your Hunger
Right Path PR will create small six-page cookbooks. All recipes will include iCafe as the featured ingredient. The back, inside cover of the cookbook will direct readers to iCafe’s social media venues.
The recipes will include:
• iCafe Chocolate and French Vanilla Mousse
• iCafe French Vanilla Toast
• Mocha iCafe Cupcakes with iCafe glaze
• French Vanilla iCafe Miniature Cheesecakes
• iCafe Milkshake
The books will be given away for a $5 donation to one of four charities. The options include:
• Boys and Girls Club of Cleveland
• Greater Cleveland Habitat for Humanity
• Stark County Humane Society
• Akron Canton Regional Foodbank
The cookbooks will be at all iCafe events and donations can also be made on the iCafe Facebook page via a Facebook PayPal fundraising application.
Audience
• College age students age 18 to 24
• Coffee drinkers age 25 to 34
• Traditional media
Promotion
• Right Path PR will draft a press release for local media outlets and campus media outlets
• The cookbook donations will also be promoted through pitches, including a copy of the cookbook, to Northeast Ohio food and beverage bloggers
• The cookbook donations will be promoted on all iCafe social media sites
Rationale
A focus group and face-to-face interviews showed key publics partially base purchase decisions on the awareness of the company’s charitable donations. Research also showed some of the audience is more apt to make a purchase decision if the individual has previous interest in the cause. The tactic invites audiences to help iCafe be more socially responsible by benefitting an organization relevant to the individual.
Evaluation
• Number of cookbooks given to donors
• Measure of media hits
Tackle the Issues in Youngstown with iCafe
iCafe and Youngstown-Warren Regional Chamber of Commerce will invite area residents to a sit-in at an open outdoor space in the Youngstown area to host a brainstorming session. Residents will listen to speeches from the Chamber of Commerce members and then discuss industrial problems facing Youngstown in its mission to reinvent and revitalize itself. iCafe will offer free iced coffee to anyone attending the event and provide brainstorming games to help facilitate discussion.
Audience
• Coffee drinkers age 25 to 34 in the Youngstown Metropolitan area
• Youngstown media outlets
Promotion
• Right Path PR will distribute a press release promoting the event
• A press release will also be sent after the event to share the information that came out of the discussion
• Right Path PR will also take video of the event and post it to the iCafe newsroom and iCafe social media websites
Rationale
The Youngstown Chamber of Commerce is helping the city shed its image as post-industrial city struggling to modernize. By aligning with the citywide cause, iCafe will earn media coverage and create awareness among coffee drinkers age 24 to 34 in the Youngstown Metropolitan area.
Evaluation
• Number of attendees to the event
• Measure of media hits
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AUDIENCE ANALYSIS
GOAL STATEMENT
OBJECTIVES
STRATEGIES
KEY MESSAGES
BENCHMARK MEASUREMENTS
TACTICS
Tyler Norris
Multimedia Manager
ALL ABOUT RIGHT PATH PR
Lauren Vogel
Research and Editing Manager
TABLE OF CONTENTS
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Situation Analysis
iCafe
CLIENT DESCRIPTION
THE CHALLENGE
WHAT’S THE PROBLEM?
WHERE WE STAND | SWOT ANALYSIS
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THE LANDSCAPE | UNDERSTANDING THE ENVIRONMENT
3
WHO TOOK THE RIGHT PATH | BEST PRACTICES
4
TARGET AUDIENCE
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“Tackle the Day with iCafe”
Public Relations Plan
April 20, 2011
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