Lee Clark - PR Campaign for Gigabites

A Public Relations Campaign Proposal for Gigabites Caf

Rob Canning | President

Josh Brown | Account Executive

Olivia Perkins| Editorial Director

Annalee Schuette | Research Director

TABLE OF CONTENTS

Executive Summary ....................................................... 1 Agency Overview ........................................................... 2 Client Background ......................................................... 7 Situation Analysis ........................................................... 8 Central Problem Statement .......................................... 9 Targeted Publics ........................................................... 10 Public Relation Campaign .......................................... 12 Timetable/Editorial Calendar .................................... 23 Line-Item Budget ......................................................... 25 Evaluative Measures .................................................... 26 Supporting Documents ............................................... 27

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Executive Summary Lee Clark Public Relations is proposing a year-long standing public relations

campaign for Gigabites Caf. In the pages that follow, the agency outlines the

implementation of four specific tactics designed to increase the awareness of

Gigabites Caf among the Calloway County community. The plan is based on primary

and secondary research conducted across Calloway County and Murray State

University. We believe that the implantation of this plan will increase the number of

customers in the years to come.

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Agency Overview

Tagline: Big Ideas for Small Business

Mission Statement: Our mission is to implement creative and effective marketing

and public relations plans to assist small businesses in communicating with their

publics and do so with the highest level of integrity and excellence.

Agency Team

Olivia Perkins | President

Manages all business procedures and oversees the day-to-day agency operations

Josh Brown | Account Executive

Compiles information for research team and acts as the liaison between the

agency and client

Annalee Schuette | Editorial Director

Edits and manages all produced materials developed for media distribution

Rob Canning | Research Director

Implements strategic research plans that are targeted to each clients publics

and supervises the primary and secondary research for every campaign

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Joshua Brown

222 B Campus Suites Murray, KY 42071 727.282.2204 [email protected]

Personal Profile

To graduate from Murray State University and obtain an entry-level position in a marketing and/or media

sales company or agency.

Professional Experience

Mowing Company, Mower (August 2008 Present)

Mow lawns and create landscapes

Interior and exterior design

Murray State University Wellness Center, Greeter (May 2009 August 2009) Greet people as they enter the Wellness Center and checks I.D.s

Help with desk work

Education

Murray State University Murray, KY

Major: Advertising Minor: Health Education Expected Graduation: May 2014

Activities/Skills

Murray State University Football Team (August 2010 Present)

Proficient in photography

Microsoft Office Suite

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Smith R. Canning

1260 Todd Road Almo, KY 42020 270.227.2228 [email protected]

Personal Profile

To graduate from Murray State University and obtain an entry level position with a TV production company.


Murray State University Rowing Club, Vice President (May 2012 Present)

Handle fundraising and contributions from sponsors and alumni WKMS Radio Station, News Reporter (April 2013 Present)

Produce comprehensive local and regional news reports for radio broadcast and online publishing

Murray State University Rowing Club, Mens Captain (May 2013 Present)

Handle various personnel leadership issues Murray City Parks, Lifeguard (June 2010 August 2011)

Lifeguard pools, maintain machines and upkeep of facilities, concessions and training new employees

Calloway County High School, Newspaper Entertainment Editor (August 2010 June 2011)

Worked with staff of editors and writers to produce a monthly student-run newspaper

Researched and wrote several news and entertainment articles that were featured

Worked with formatting and structuring the layout of the newspaper

Education Murray State University Murray, KY Major: TV Production Expected Graduation: May 2015

Activities/Skills

Murray State University Rowing Club (September 2012 Present)

CPR/Lifeguard/AED/First Aid Certified


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Olivia Perkins

551 Chesapeake Drive Harrodsburg, KY 40330 859.613.8600 [email protected]

Personal Profile

To graduate from Murray State University and obtain an entry level position with a PR agency or company.


Anderson Dean Aquatic Center, Head Lifeguard (May 2008 Present)

Supervised and instructed swim lessons for children ranging from 1-10 years old

Coordinated lifeguard scheduling and pool parties

Implemented social media marketing strategy

Managed the aquatic center when the supervisor had prior engagements Murray State University Office of Recruitment, Student Ambassador (August 2013 Present)

Educate potential students of Murray State University about the campus

Arrange visits to schools to expand knowledge of Murray State University

Assist with Racer Days, Honors Day, and Freshman Orientation

Education

Murray State University Murray, KY Major: Public Relations Expected Graduation: May 2016

Activities/Skills

Sigma Alpha Iota Vice President of Membership (September2012 Present)

Alpha Omicron Pi Alumnae Relations Chair(August 2013 Present)

Proficient in Microsoft Office Suite

Excellent leadership abilities

Strong communication skills

Ability to work alone or in a group setting

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Annalee Schuette

315 North 9th Street Mount Vernon, IL 62864 618.237.1733 [email protected]

Personal Profile

To graduate from Murray State University and obtain an entry level position with a non-profit organization.


WKMS Radio Station, Development Assistant (August 2012 Present)

Help with desk work

Assist with two fundraisers a year

Ask for food donations from local restaurants during each fundraiser Buffalo Wild Wings, Cashier/Hostess (December 2010 July 2013)

Welcome guests and seat them

Take to-go orders

Education

Murray State University Murray, KY Major: Public Relations Minor: Non-Profit Leadership Expected Graduation: December 2015

Activities/Skills

Alpha Omicron Pi (August 2012 Present)

Campus Outreach (August 2012 Present)

Murray State University First Year Leader (August 2013 Present)


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Client Background

Andrew Pilgrim, owner of Gigabites Caf, previously owed another business. For

almost six years he operated PC Re-Store, a computer repair and parts business.

Pilgrim saw something his PC Re-Store didnt have and decided to start a new

business.

His second business venture, took renovating and research to make sure he was

meeting the many building codes for a restaurant. While the codes for restaurants with

residential living above are even more tedious. The next year and a half was spent

renovating and refining the details of Gigabites. After much hard work, Gigabites

opened its doors in the fall of 2013.Gigabites Caf has been opened for several

months and is generally well received by customers.

Pilgrim envisioned Gigabites Caf as a place that students can come to relax, study

and enjoy a new option for coffee. Murray has lacked a real deli and local options for

quite some time and he believes Gigabites fills that niche. Gigabites is designed to

serve the population of Murray but its primary public is the University population. It

offsets all the comforts of home with an atmosphere for quiet study sessions and

group meetings. With free Wi-Fi, patrons can spend several hours at a time cramming

for exams while enjoying outstanding food and coffees.

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Situation Analysis

Gigabites is a small, relatively new business. It seeks to fill several consumer needs. It

characterizes itself as an Internet caf, coffee shop, deli, music venue and computer

repair center. Gigabites strengths include an easily accessible location near campus, a

strong Wi-Fi hotspot, a unique atmosphere, good food and friendly service.

Weaknesses include the owners past unsuccessful business venture in Murray, lack of

an identifiable central business mission and misunderstanding of its product line. We

have the opportunity to rebrand Gigabites while the business is still young. It needs to

scale down its broad market offerings and focus on one business goal at a time. It

cannot market itself as a (coffee shop / deli / computer store / venue) all at once.

Upon analysis and through primary research, we found that the majority of students

1) cant locate Gigabites 2) have never been to Gigabites or 3) dont know what

Gigabites is.

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Central Problem Statement

Gigabites main problem is its identity crisis. The fact that it is trying to be five

different types of businesses before establishing a central identity is confusing for the

potential customers.

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Targeted Publics

1. Primary Public - Murray State University Population

Murray State University is a growing university in the heart of the Jackson

Purchase with the students representing a large portion of Calloway Countys

population. Approximately 10,800 students with the average of 18-24 and over 1,200

faculty and staff members live within close proximity to the university or commute

for at least eight months of the year. The student body represents 45 states, 57 foreign

countries and 104 Kentucky counties. By targeting the Murray State University

community, we can reach roughly a third of Calloway County. By capturing the

attention of Murray State University students, faculty and staff, we can help bring

them to Gigabites.

2. Primary Public- Fulltime Murray Residents Age 35 +

More than 18,000 people call Calloway County home. This public includes

non-students, families with children, tourists and retirees. Gigabites has the appeal to

bring in the fulltime Murray residents by their wide variety of a menu, charming feel

and Wi-Fi hot spot.

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3. Tertiary Public- Mass Media Outlets

Editors and producers at the following list of media outlets will receive all VNRs

and news releases.

Radio

1. WFGE 103.7 FM

2. WKMS 91.3 FM

3. WOFC 1130 AM

4. WNBS 1340 AM

TV

1. WSIL 3 ABC, Harrisburg

2. WPSD 6 NBC, Paducah

3. KBSI 23 FOX, Cape Girardeau

Print

1. The Murray Ledger & Times

2. Murray Life Magazine

3. The Murray State News

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Tactic: Social Media

(Instagram and Twitter)

Targeted Public: Murray State University Population

Rationale: Instagram is a photo-and-video-sharing network now owned by

Facebook. It is the fastest growing social platform with over 200 million unique

visitors and has shared over 6 billion photos since its acquisition in June 2013. The

site allows users to share photos instantly from mobile devices and easily capture

videos at a maximum of 15 seconds. Most Murray State students have Facebook

accounts, however our research revealed that the most popular and user-friendly

social network for students is Instagram. Twitter currently has more than 430 million

users worldwide and is professionally used and operated by major brands and

companies around the world. This strategic plan creates a social buzz for Gigabites

that reaches the primary public where theyre most likely to see it: online.

Description: The agency will launch a well-defined profile of Gigabites on

Instagram. We plan to create a constant stream of relationship-building conversations

with the public by launching profiles/accounts on both Instagram and Twitter. The

agency will also create a Twitter account for Gigabites. The Twitter account can be

used to promote daily lunch specials, deals of the day and special events that will be

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happening that week. Tweets could include: compliments from customers in store,

upcoming special events and pictures of satisfied customers enjoying their time at

Gigabites.

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Examples of our Instagram and Twitter Accounts

Twitter

Instagram

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Tactic: E-Blasts

Targeted Publics: Murray full-time residents

Rationale: Having E-Blasts will keep Gigabites customers aware of special events

that are going on and special deals coming up. This will give Gigabites the ability the

ability to share relevant information. Sending E-Blasts out to customers is an excellent

tactic to have in addition to the use of social media. Email is the preferred way to

receive information for the majority of adults in the U.S. today. Email connects 85%

of the world where social media connects 62%. About 98% of all adults in the United

States have and regularly access at least one email address daily. The agency stands a

high chance of successfully getting our message to the public. Instead of spamming

potential customers and flooding their inboxes, we invite members of our public to

subscribe to our newsletter and email updates. This will also allow us to build a

customer database. The e-blast is a specially-designed message generated on behalf of

Gigabites to be sent out on a monthly basis, or as needed to support other PR tactics.

Description: Here are some example subject lines for e-blast messages:

1. Good Food is Brain Food: Find Out How Eating Well Helps Your Studies

2. Tuesdays are Half-Off Coffee Days: Click Here for Details

3. Open Mic Fridays: Come Out and Support Your Local Artists

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4. Deli Meat Sandwiches Cut Fresh Every Morning

5. Find Out Why Gigabites Has Been Voted Best Cup of Joe in Murray

6. Bring Your Study Group to Gigabites

7. Have Your Sunday Lunch Out: After Church Specials

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Example of an E-Blast

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Tactics: News Releases

Targeted Publics: Mass Media Outlets

Rationale: Most people tune in to their local TV or radio stations for community

news and events and we plan to take advantage of that. New releases will be sent to

local and surrounding areas newspaper, TV and radio stations. Instead of placing an

ad, this is a great way to notify the public of upcoming events and specials, especially

on-campus media. There are also several free event calendars that local radio stations

and newspapers have. These could be used to notify the public of upcoming events at

Gigabites.

Description: News releases will be disseminated to the full media list. The following

sample headlines are examples of newsworthy events that Gigabites would spread.

1. Gigabites Begins Happy Hour Specials from 2-5 Every Afternoon

2. Frequent Customers are Eligible for Special Discounts

3. Outdoor Cafe and Dining Will Begin Soon

4. Billy Joe Johnson and the Wiley Coyotes Play the Gigabites Stage this Friday

5. Line-Up for Acoustic Weekend Now Announced

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Sample News Release

Gigabites Cafe

For immediate release

Contact: Lee Clark Public Relations

Phone: 270-555-XXXX

Fax: 270-555-XXXX

Email: [email protected]

GIGABITES FOOD DONATIONS AS PART OF HUNGER AWARENESS MONTH

Gigabites Cafe and Deli Announces New Initiative to Aid Community Hunger Issues

MURRAY, KY September 1st, 2014 September is Hunger Awareness month, and independently-

operated restaurant Gigabites Cafe plans to launch a new initiative to provide extra help to

charitable foundations aimed at reducing poverty-induced hunger. Gigabites owner Andrew Pilgrim

says he got the idea in the first month of his delis operation.

I was really appalled after the first few weeks how much food we were just throwing away

at the end of the day, said Pilgrim. We were losing money with everything we didnt sell, so I

thought all that food would be better off going to those who need it the most. Luckily, I know a lot

of the charitable leaders around Murray and they all agreed to meet us halfway in getting it to those

people.

Each day at the end of business hours, most restaurants dump out their uneaten food,

especially in bakeries and delis where the goods are made fresh every day. Under the new plan,

Gigabites will save all of its uneaten food and deliver it to local Needline and Salvation Army

shelters for redistribution to those who need it most.

I was really appalled after the first few weeks how much food we were throwing away at the

end of the day, said Pilgrim. We were losing money with everything we didnt sell, so I thought it

would be better off going to those who need it the most. Luckily, I know a lot of the charitable

leaders around Murray and they all agreed to meet us halfway in getting it to those people.

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Gigabites is providing this community service at no extra cost to the customer. However, an

orange box will be placed by the register asking for a charitable donation that will go toward funding

food networks at the Needline and Salvation Army local chapters.

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Tactic: College Tour

Targeted Public: Murray State University Population

Rationale: Targeting the Murray State University population with a college tour is a

perfect way to bring awareness of Gigabites on campus. This will encourage students

to start walking to Gigabites for their lunch needs instead of going to other dining

options on Murray State Universitys campus. Students feel overwhelmed by the

Thoroughbred Room, especially on days when there are university tours. If students

are aware of more food options within a close proximity to campus, they would be

more inclined to go to Gigabites over a full lunch room.

Description: We will begin our college tour by having flyers for students to look at

as they walk to class. There will be fliers hung up on campus and there will be mini

fliers distributed by employees during the busy hours of the day (10:20, 11:20 and

12:20). In these fliers, there will be our Twitter and Instagram account information

and a menu of what Gigabites has to offer. These will be planned throughout the

semester in order to continue to raise awareness of Gigabites. Each college tour can

differentiate by having different promotional items. Some examples would be fliers

with information, samples of coffee and samples of a mini sandwich. These samples

will allow the Murray State University population to get a sample of what Gigabites

has to offer and will make them want to go to the actual caf.

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Timeline/Editorial Calendar

January

1- Launch Twitter and Instagram Accounts

1- Send out an E-Blast

15- Send out a Press Release

February



March



April



May



June



July



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August



25- College Tour 1

30- College Tour 2

September


10- College Tour 3


25- College Tour 4

October


10- College Tour 5


November



December



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Line Item Budget

1,000 Gigabites brochures $400

250 mini sandwiches $250

250 samples of coffee $150

E-Blasts (for six) $120

------------------

Total: $920

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Evaluative Measures

Evaluating the effectiveness of this public relations plan is vital to the success of

Gigabites.

There will be a post-survey sent out that asks the same questions are our

previous survey in order to measure the overall awareness of Gigabites.

The success of the Social Media accounts will be measured by how many

retweets, likes and comments we receive on information that we post.

Monitoring the retweets, likes and comments can be measured by using Twitter

and Instagram insights. These tools will be used to evaluate each account on a

weekly basis throughout the campaign.

The success of the E-Blasts will be measured by how many times the emails are

opened and how much time was spent looking at the E-Blasts. Since the E-

Blasts will allow potential and current customers to opt-in to the email list

which will allow us to use the amount of signups as a measurement tool.

The success of the Press Releases will be measured by how many pickups and

media placements are done.

The success of the College Tours will be measured by how many fliers,

sandwiches and coffee we are able to distribute. This will allow us to check

how many items we were able to send out to the Murray State University

public.

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Supporting

Documents

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Pre-Campaign Survey

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Calloway County Census

Lee Clark - PR Campaign for Gigabites

Documents

Transcript of Lee Clark - PR Campaign for Gigabites