Board of Burger Planet
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 our research, we will increase your consumer base among women ages 30-40 by 12 percent within twelve months.
The objective of this PR campaign is to promote and increase awareness surrounding the health conscious items offered at Burger Planet, which will increase 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 three ads in motherhood and women magazines.
- Film and release a short commercial with Jayne Petersen that will be appear on Women’s Network and Lifetime Television.
- Send Corny the Clown and Jayne Petersen around to various malls in the country in order to teach about healthier living.
These objectives are measurable and will be implemented in the order that they were mentioned in the above bullets. The commercial and ads will have a common thread line. The implementation of these objectives is simple and measurable.
During her tour, we plan on having Jayne discuss eating in moderation, and directly speaking about Burger Planet as a positive choice. Not only will this help us reach our primary audience of women ages 30 to 40, but it will also reach teens. We will be sending off press releases to Healthy Lifestyle, Women’s Health Magazine. Jayne Petersen will show how we are leading the market in offering new and healthier foods. We will also be sending press releases to local newspapers in the towns where we will visit malls.
The methods we have chosen to evaluate the effectiveness of our campaign are focused on 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 free item on their next purchase. These will be sent via email when 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.
After these steps have been implemented, Burger Planet will see an increase revenue by 12 percent in one year. Follow up studies will be done at the end of the year. We look forward to working with you on this campaign.
Sincerely,
PR Team
Ben Z.
Tressa G.
Renae C.
Kirk S.
Enclosed: Sources
Sources:
- http://www.wendys.com/ads/-commercial
- 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
- 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.
“Hooked on McDonald's at Age 3” http://www.time.com/time/health/article/0,8599,1650268,00.html
ən
good use of statistics
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