Jordan Legge 14102854

Marketing with Advertising

Public Relations Strategy

6BUS1071

Issidora Paleologos

Word Count (minus tables, headings and references) 2195

Table of Contents:

The Current Situation

Campaign Aims and Objectives

Target Publics

Strategic Proposal

Operational Plan

Implementation

Costing Breakdown

Measures of Success

The Current Situation

The Children’s Food Trust

The Children’s Food Trust is a non-departmental public body set up in 2005 by the Department for Education and as of 2007 has been a registered charity (Charitycommission.gov.uk, 2015), its aim is to get every child to eat correctly, this is highlighter in their mission statement - We’re on a mission to get every child eating well. That means spreading the skills, knowledge and confidence to cook from scratch, helping anyone who provides food for children to do a great job and encouraging industry to help families make better food choices (Children’s Food Trust, 2015). The Trust’s main source of funding was a £15million grant from the Department of Education in 2005 and additionally gained another grant recently of £20million from a Lottery fund (Druce, 2007).Obesity in the UK

The World Health Organization (WHO) has recently estimated that 74% of men and 64% of women in the UK will be overweight or obese by 2030, up from a forecast of 70% and 59% respectively in 2010 (Mintel, 2015). This is currently costing the UK £3billion a year (Birmingham.ac.uk, 2015). The UK is currently has highest % of obese people in Europe, see appendix 1, BMI by equivalised household income for men has little correlation to obesity (HSCIC, 2015), in 2013, the proportion of obese men in England stood at 26%, while the number of obese women reached 23.8%. These alarming figures are up from 1993, when the proportion of obese men and women stood at 13.2% and 16.4%, respectively, representing substantial percentage-point increases of 12.8 and 7.4. (Keynote, 2015)

Obesity in Children

Obesity among children is also on the rise according to HSCIC’s publication, with 9.5% of children aged 4 to 5 and 19.1% of children aged 10 to 11 classed as obese in 2013/2014, representing 0.2 percentage-point increases on 2012/2013 levels across both age bands. (Keynote, 2015). It is thought that If the current trends continue, the number of overweight or obese children will increase to 70 million by as soon as 2025 (Bupa, 2015).

Aims and ObjectivesAim

To raise awareness and educate 5-16 year olds as well as parents on a healthy lifestyle, by recognising a 1% involvement by children within this age group. Also to help lower childhood obesity in the UK from the previous year.

Objectives

1. To provide 86,000 school children with school packs to take home by the end of the campaign

2. Increase social media followers & likes by 1,000 between January & August

3. To have receive at least 5,000 design submissions by the end of the campaign

What the campaign looks to achieve Increased education in young children, under 16, by carrying out a road

show around schools in the UK and handing out the School Packs, see implementation.

Create a successful competition with over 5,000 participants within the 8 months the campaign is running.

Use the world stage with the designs of UK children to gain press coverage about what the CFT are about and increase awareness on the current issues.

Gain media coverage on multiple mediums during and post campaign. Implement the hashtag #gotorio to create ‘hype’ and get the hashtag

trending.

Key messages

Children should lead a healthy and active lifestyle with the support from their school and through their parents.

The public should take more notice of obesity, in particular in children

Obesity is a growing issue and if it is not addressed then it will continue to spiral and cause more issues

Target Publics

Primary Target AudienceThe primary target audience are the children in school aged between 5 and 16 across the whole of the UK and in every demographic, especially the lower socio-economic groups D & E as they have been shown to be the worst in leading healthy lifestyles.Secondary Audience

The secondary targeted audience are the parents as this types of consumer will be able to repeat the information to the children about leading a healthy lifestyle. Jefkins publics

Children’s Food Trust will not effectively be able to communicate to the target audience without the help of investors, opinion leaders and the media. As such, establishing a partnership with larger brands that the consumers/users have a connection with, will help the message to be communicated effectively.Opinion Leaders – Campaign Ambassadors (Athletes), Bloggers, MP’s, Teachers. Jefkins 2008 states that these will most likely need face to face communication, this is why we have reached out to bloggers and spoken on a personal level with the athletes that are involved in this campaign. We will also speak with many teachers on the road show and will lobby with MP’s to try and influence the way the government is handling the situation and will try gain a reputation within the government for being a positive company with similar views on the issue as they have. Opinion leaders can be very influential within the communities they find themselves in this therefore means we will need to manage them carefully and will be key in the success of our project, especially as Jefkins highlights they can be ill-informed and prejudiced. The Media – Parenting Magazine, Family Magazines and newspapers. Much like opinion leaders will have a large influence on their local communities and demographics, therefore we will need to manage the media in a similar way with updates and positive impacts we having this will keep them onside and giving us positive coverage, the reasoning behind this is that they are our direct route to the other publics outlined.Consumers – Children 5-16 and their parents. To reach this public we will need to be visible, using other publics to help endorse and influence our idea to this public. Be surprising and exciting, which is why we have enlisted the help of GB

athletes to visit schools with us and help promotion of the campaign. Most importantly though we must perform as we say we will and give correct, relevant and useful information to this public in order to create a successful campaign.Suppliers – Sainsbury’s & Team GB. As both supply us with elements of our campaign they will be another key focus, with GB supplying us athletes and the route to the games in Rio we will need to take on board their advice and opinions and use them when building the campaign. Sainsbury’s will be supplying recipes for the school pack and will therefore be involved within the process of creating the pack, they are less influential than team GB but will still need to communicated with. These have been chosen as both have a good reputation within the UK and can be influential in our campaign whilst fitting in with our mission statement and outlook.

Strategic ProposalOverall strategy Going into morning assemblies of the 5 to 16 year olds with a School Pack in partnership with Team GB and Sainsbury’s in order to communicate healthy living with an incentive to grab the attention of the children in the prospect of their healthy designs winning the Rio Project and being showcased to not just the UK but the World.SWOT analysis

Where we are now

Opportunities

Mass press coverage Influence new potential

partners Imbed name into schools

and young generation Make a difference

Strengths

Reputation Funding Endorsements

(celebrities involved) Support, e.g.

government and Sainsbury’s

Subject knowledge

Weaknesses:

Gaining feedback Measuring success

Threats:

Vulnerable to economic changes

Other charities Partners pulling out of

campaign Negative press coverage

The Peso Model To integrate our strategy we’ve chosen to look at adopting it to a PR model, the one chosen is the PESO model which looks at how to use different mediums for different audiences.Looking at the audiences we have will use all the PESO segments to reach them.Earned, this is our bloggers and press release articles, they are aimed at the parents of our consumers and the opinion leaders. The aim here is really to gain the correct earned media on the right mediums to attract the correct attention.Shared, this is where our partnership with Sainsbury’s and Team GB will be most influential. By using these we can share the media coverage on digital platforms with them to gain more media coverage ultimately helping us achieve our main aim. These look to include all publics, mainly the consumers.Owned, this is where we use our own website, Radio and TV interviews to create expert stories and using the YouTube video create our own media. We can also link this to shared media as Sainsbury’s have their in house magazine which is owned by them and can give us good media coverage. Again looking at all publics.Paid, this is where we can pay for twitter and Facebook to enhance our reach by paying for ads and sponsor tweets, this requires us to be smart and use only when necessary to reach the correct publics, which on these forms of media will be the consumers and opinion leaders.Where we are nowCurrently we are a growing charity looking to increase the awareness of not only ourselves but more importantly the growing issue of obesity within the UK.Where we want to beIt is our aim to raise awareness, therefore we want to be known and associated with the obesity crisis and be sought after as the leading charity in the UK for child obesity, much like that of Jamie Oliver’s reputation within the healthy eating community.What we want from our publicsFrom the opinion leaders, media and suppliers we want them to help recommend the charity and help us grow by using their channels and influential standings amongst the public. Why we want this from them is because it will help us to achieve our aim of decreasing obesity whilst improving our abilities to gain supporters of this campaign and potential upcoming campaigns.

Opportunities

Mass press coverage Influence new potential

partners Imbed name into schools

and young generation Make a difference

From the consumers we want them to listen to the information we are supplying and get involved with the project. This again will help us improve the aim, and will positively impact them in the process.What is the message?Children should lead a healthy and active lifestyle with the support from their school and through their parents.

Where we will reach themOpinion leaders, through lobbying and media forms; TV interview, Radio, Blogs, Press Releases, Magazine and Newspaper articles.Consumers, similarly using TV interview, Radio, Blogs, Press Releases, Magazine and Newspaper articles. However including social media forms i.e. Facebook Twitter and YouTube also by doing the schools roadshow as a main element of our campaign.(Structure from Barnett 2006)Tactics We will use a range of media forms across the old and new to gain as much media coverage as we can using these PR tools, shown in the implementation below, we can reach as much of our chosen target audience as possible.Looking at the objectives and strategy once can use the following tactics to insure we meet them.Firstly to increase the education we will carry out a moving roadshow across UK schools, this will be done from January 2016 till the competition closes. The reasoning behind choosing this tactic is it is personal and engaging for the young audience.Secondly to create a successful competition we have enlist the help of Team GB athletes, as Mukherjee 2009 explains that having celebrities that a relevant to a campaign can increase brand image and help increase engagement with a brand and their projects.The next tactic is to use the world stage as an influencer on gaining support for our campaign and brand image. This will be done by using the Rio games to gain mass media coverage.To increase social media followers we will use our hashtag as hashtags.org 2013 has proven that using hashtags and gaining “hype or buzz” about something will help a company increase its social media following.Using these tactics we believe we can achieve the overall goal of the project which is to increase awareness and educate.

Operational Plan

The Gantt chart (Appendix 2) shows the timings of the project. From week one being the start of the year when we plan to release the first of our promotional material and start the school visits, it will also mark the start of the competition. This gives us 18 weeks to visit schools and 22 weeks for the competition to run. All digital and social media promotions, i.e. Facebook and twitter will run through the length of the campaign. The winners will then be announced in week 27 giving four weeks to make the preparations for the opening ceremony of the games in week 31. The games finish on week 33 giving us 3 weeks to measure the short term success of the project, however we will look to review it at intervals within the project to now if any adaptations are needed, also it can be used as a beneficial reference when looking at childhood obesity figures the following year.

ImplementationSchool Poster(Jordan Legge, 2015)

Women’s Health magazine cover

(Jordan Legge, 2015)

YouTube Video(Josh Pearson, Matt Gayner & Jordan Legge, 2015) – URL: https://www.youtube.com/watch?v=K27P-RBixTQ Children’s Food Trust Website

(Josh Pearson, 2015)

Facebook Page (Jordan Legge & Josh Pearson, 2015)

Twitter Page(Jordan Legge & Josh Pearson, 2015)

Blog Article

Matt Gayner 2015 Good Morning TV Script

Matt Gayner 2015

LBC Radio Script

Josh Pearson 2015

News Article

Josh Pearson 2015Telegraph Article

Josh Pearson 2015

Assembly Plan

Matt Gayner 2015

Press Release One

Matt Gayner 2015

Press Release Two

Matt Gayner 2015

Costing Breakdown

Event Cost ReasoningPacks (T-Shirt) £110,94

0To purchase in bulk Plainwhitetshirt, 2015, quoted that the cost per t-shirt would cost 88p. To manufacturer one school pack would cost £1.70 due to the cost of the printing. Our target of 86,000 overall school packs delivered, would see a quota of 43,000 T-shirt school packs delivered.

Packs (Flags) £130,290

Midland Flags, 2015, were able to quote us with £15.95 for 12, 9” by 6” flags, leading to a cost of £1.33 per flag, adding into this cost would also be the £1.70 for the printing of the school pack. This cost also takes into account of reaching a quota of 43,000 students with these packs.

Flights £12,420 Skyscanner, 2015, issued us with a price of £621 per passenger for a return flight to Rio de Janiero. There will be 20 passengers all together, as each winner will be accompanied by 1 parent or guardian.

Accommodation £3,570 Taking into account that each family would be sharing one room, Trivago, 2015, stated that to stay at the Olympic park would cost £51 a night. Each winner has the room booked for a week, making the cost per winner £357 per room.

Travel (Primary £166.16 Taking into account the current price of petrol, the average

Schools) miles per gallon being 35, and calculating the distance between each of the destinations

Travel (Secondary School)

£175.50 Again using the same calculations, as mentioned previously. Taking into account the different schools we would be visiting compared to the Primary schools.

Social Media £0 These tasks will be completed in house by the marketing department, therefore no additional money will be spent

Press Releases £0 This will be accomplished by the marketing team, thus no additional money will be paid as it is part of their standard wages.

Earned Media £0 Earned media such as: News Articles; Blogger posts; Radio interviews; TV interviews, as these mediums will want to post stories detailing the campaign, therefore we will not need to pay for anything.

Total Costing: £257,561.86(Matt Gayner & Jordan Legge, 2015)

Measures of SuccessTo evaluate the measures of success we must look at the three objectives of this campaignFirstly - to provide 86,000 school children with school packs to take home by the end of the campaign.

We can measure this at week 18 once we have completed the road show we can use the figures collected from the schools, for example the sum of children at the schools, if this number reaches above 86,000 then we have achieved the first objective.

Secondly - Increase social media followers & likes by 1,000 between January & August.This can be measured at the end of August by comparing the previous figures of social media interactions taken in January with that at August, this will be over all mediums; YouTube, Facebook and Twitter.Thirdly - To have receive at least 5,000 design submissions by the end of the campaign.This will mean that the ROI from the schools 86,000 (if objective one is met) would be 6% of the children have committed to the cause.Finally – The main aim of the project was to raise awareness and educate 5-16 year olds as well as parents on a healthy lifestyle, by recognising a 1% involvement by children within this age group. Also to help lower childhood obesity in the UK from the previous year.

To measure this we can see that the engagement of the 86,000 proposed school children on social media, if we have gained over 8,600 likes, shares and follows on social media then we can recognise that we have gained 1% involvement from the chosen demographic.With regards to UK child obesity, the NHS and other reporting mediums release reports on childhood obesity every year. If in 2016 there has been a decrease by a minimum of 1% then the campaign has been a success. However Tench and Yeomans 2009 do state that evaluation is ongoing and therefore we can measure the 2018 figures to gain more feedback and better indication of our success.

Bibliography

Barnett, J. (2006). PR Strategy. [online] terena. Available at: https://www.terena.org/activities/tf-cpr/how-to/pr-strategy.pdf [Accessed 16 Dec. 2015].Bergen, M. (2015). Exploring the PESO Model for Public Relations. [online] Trendkite.com. Available at: http://www.trendkite.com/blog/exploring-the-peso-model-for-public-relations [Accessed 16 Dec. 2015].Birmingham.ac.uk, (2015). Obesity in the UK - University of Birmingham. [online] Available at: http://www.birmingham.ac.uk/research/activity/mds/centres/obesity/obesity-uk/index.aspx [Accessed 16 Dec. 2015].Bupa, (2015). Obesity in children | Bupa UK. [online] Available at: http://www.bupa.co.uk/health-information/directory/c/child-obesity [Accessed 16 Dec. 2015].charitycommission.gov.uk, (2015). Charity overview. [online] Available at: http://apps.charitycommission.gov.uk/Showcharity/RegisterOfCharities/CharityWithPartB.aspx?RegisteredCharityNumber=1118995&SubsidiaryNumber=0 [Accessed 15 Dec. 2015].

Childrens Food Trust, (2015). Children's Food Trust - Childrens Food Trust. [online] Available at: http://www.childrensfoodtrust.org.uk/ [Accessed 16 Dec. 2015].Druce, C. (2007). School Food Trust looks to National Lottery for cookery club funding. [online] thecaterer.com. Available at: https://www.thecaterer.com/articles/311846/school-food-trust-looks-to-national-lottery-for-cookery-club [Accessed 16 Dec. 2015].Hashtags.org, (2013). Hashtag Power: What A Hashtag Can Do For A Brand. [online] Available at: https://www.hashtags.org/business/management/hashtag-power-what-a-hashtag-can-do-for-a-brand/ [Accessed 16 Dec. 2015].HSCIC, (2015). Statistics on Obesity, Physical Activity and Diet. [online] Available at: http://www.hscic.gov.uk/catalogue/PUB16988/obes-phys-acti-diet-eng-2015.pdf [Accessed 16 Dec. 2015].Jefkins, F. (1998). Public relations. London: Financial Times Pitman.Keynote, (2015). Snack Foods. [online] Available at: https://www.keynote.co.uk/market-update/retail/snack-foods [Accessed 16 Dec. 2015].Keynote, (2015). Soft Drinks. [online] Available at: https://www.keynote.co.uk/market-report/drink/soft-drinks [Accessed 16 Dec. 2015].L'Etang, J. (2008). Public relations. Los Angeles: SAGE.Mintel, (2015). Healthy Lifestyles. [online] Available at: http://academic.mintel.com.ezproxy.herts.ac.uk/display/716238/ [Accessed 16 Dec. 2015].Mukherjee, D. (2009). Impact of Celebrity Endorsements on Brand Image. [online] http://usdrinc.com. Available at: http://usdrinc.com/downloads/Celebrity-Endorsements.pdf [Accessed 16 Dec. 2015].Prhelper.com, (2015). Public Relations (PR) Campaign Plan Template | PR Helper. [online] Available at: http://www.prhelper.com/templates/pr-campaign-plan-1.php [Accessed 16 Dec. 2015].Tench, R. and Yeomans, L. (2009). Exploring public relations. Harlow, England: FT Prentice Hall.Wilcox, D. (2005). Public relations. Boston: Allyn and Bacon.

Appendices

Appendix 1

Europe's obesity league:UK 24.9%Ireland 24.5%Spain 24.1%Portugal 21.6%Germany 21.3%Belgium 19.1%Austria 18.3%Italy 17.2%Sweden 16.6%France 15.6%

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