To build the image of Burger Planet, we have put together a PR campaign that builds around the healthy items now featured on your menu. With the correct research, we feel we have drafted a plan that will increase your consumerism by women ages 30-40 by 12 percent in the next twelve months.
Firstly, we will address our objectives for Burger Planet’s image building campaign. The objective of this PR campaign is to promote and increase awareness surrounding the new healthy conscious items offered at Burger Planet. We will do this by increasing women's purchases by 12 percent in the coming year. The way we will increase the consumerism of women ages 30-40 is by placing ads in the correct media outlets that will reach our target audience. Our plan, and the reason we will need the proposed budget, is place 3 ads in motherhood and women magazines, as well as film and release a short but quality commercial with Jayne Petersen. These objectives are measurable and will be implemented in an order that they were mentioned in this paper. The commercial and ads will have a common thread line. The implementation of these objectives is simple and measurable.
To begin our program, we will send Corny the Clown and Jayne Petersen around to various malls in the country in order to teach about healthier living. We plan on having Jayne discuss eating moderation, and directly speaking about Burger Planet as a positive choice. Not only will this help us reach our primary audience of women between 30 and 40, but it will also help reach teens. We also will be sending off press releases to healthy lifestyle, women’s health magazine, and prevention teaching about Jayne Petersen’s moderation plan and plug Burger Planet-showing how we are leading the market in offering new and healthier foods. We will also be sending press releases to the local newspapers o f the towns that we will be visiting malls at.
The methods we have chosen to evaluate the effectiveness of our campaign are all geared towards determining the demographics of consumers at Burger Planet. The four methods we have chosen include:
- Surveys on the website as well as employees in the dining area
- Focus group research
- Comment cards on tray liners
- Employee questionnaires regarding their observations
The surveys are meant to define the demographics. These will be put on the website as well as in the restaurants. Focus groups entail a random sampling of consumers to gather perspective on Burger Planet consumers. This is an uncontrolled environment where both Burger Planet loyalists and those that do not frequent the business will express their feelings towards the franchise. This will give clarity to why patrons and non-patrons come. Comment cards on tray liners will encourage consumers to complete a short survey with a 10 percent discount on their purchase. These will be sent via email if they complete the survey and supply us with their email information. Employee questionnaires are a simple way to find out what employees are observing in the store. The data gathered will include their observations.
Research-where McDonald’s and Wendy’s advertise with healthy food, where do they put healthy posters, and fit lifestyle stuff.
Objective-promote healthy items, increase awareness for 30-40 year olds
Plan-3 magazine ads, and Jayne and Corny tour country, Burger Planet Biggest Loser, one commercial with Jayne Petersen
Evaluation-surveys, focus groups, comment card, employee questionnaire
Sources of Research
Hooked on McDonald's at Age 3 http://www.time.com/time/health/article/0,8599,1650268,00.html
On average, 48% of the kids said they preferred the taste of the McDonald's labeled hamburger, compared with 37% who preferred the unmarked burger; 59% liked the McDonald's branded chicken nuggets compared with 18% for the unbranded nuggets, and 77% said the French fries in the bag stamped with the McDonald's arches and a smile tasted better than the fries from a plain white bag. IF YOU’RE TARGETING KIDS, YOU’RE TARGETING MOMS.
http://www.wendys.com/ads/-commercial
Sincerely,
PR Team
Ben Z.
Tressa G.
Renae C.
Kirk S.
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I understood exactly what your goals were and how you were going to accomplish them. Good job.
ReplyDeleteI think you guys did a stellar job, especially for a draft. One thing I would recommend changing: you have"firstly" as an intro your first paragrapgh but you don't continue that trend. Either add "second" and "third" elsewhere, or don't use it in the first place. Nice job.
ReplyDeleteGood draft. I liked how you had so much about your evaluation plan. I would like to have a little more information and research in the top paragraphs about why what you're doing will be effective. How will it top what the competitors are doing?
ReplyDeleteYou guys did such a great job. I find this easy to read and understand and I like the way it is written. The formatting draws my attention in and makes me want to know more. Way to go!
ReplyDelete