Public Relations Campaign - Assignment Example

EXECUTIVE SUMMARY Barkley promotions, Inc., will take the responsibility of increasing the market share for Sonic drive-in in the United States. Barkley promotions will also help in the branding of Sonic Drive-In and make it a household name in the American industry. We plan to achieve this through a strong advertising campaign, through the various media channels available, and encourage the community’s involvement to gain a positive response for Sonic Drive-In and its products. We aim to create awareness for our planned activities for the promotion of the project “Limeades for Learning” through the following outlets. Writing and distributing press releases Promoting a strong media campaigns through advertisement Promoting the new slogan “Limeades for Learning” Creating awareness for the initiative, by use of social media, (Facebook, twitter and you tube accounts). Publishing of a promotional newsletter that will describe in detail the Project, “Limeades for learning”. In order to make Sonic Drive-In more visible, during this branding exercise, we will sponsor nationwide community projects and hold raffles. This is how we plan to achieve this: Sponsoring talent contests in selected schools countrywide with the theme “enabling the disabled”, in which students countrywide will be allowed to participate. Writing and distributing press releases that goes into the details of the proposed contest. Getting media coverage for the final contest and prize giving ceremony. We have confidence that this campaign will be a success because we will target the key segments of the public that are relevant to our brands. Our target public in this case is students, adults through teachers and parents. This will enable Sonic Drive-In to realize its target of increasing its market share substantially in the competitive American market (LEtang, 32). TABLE OF CONTENTS 1. Cover page....i 2. Executive summary....ii 3. Table of contents ....2 4. Situation analysis....2&3 5. Statement of the problem/opportunity....3 6. Goals and/or objectives....4 7. Public and rationale for selection.... 4&5 8. Strategies and tactics....5,6&7 9. Timeline....7&8 10. Budget.... 8,9,10&11 11. Evaluation methods....11&12 12. Professional bio....12 13. Appendices/Attachments: press release and pitch....13 SITUATION ANALYSIS In this campaign, Sonic Drive-In has an opportunity to increase market share in the fast food market. In addition, this will make Sonic Drive-In more visible in the market and increase its strength as a household brand name. This will encourage the purchase of products by Sonic Drive-In by the current customers and attract new ones to their product range. It will also show the company is sensitive to matters affecting the community and that it is empathic to the problems its consumers face. It will also boost its prominence around the country hence increasing the company’s chance for future growth (Henslowe, 68). Problems that might be faced during this exercise in order to reach our target public include the following. Firstly, it will be difficult and time consuming in covering schools, in the whole country. This will prove to be an enormous undertaking. It will also be difficult to come up with a schedule that will accommodate all the schools in the country. Finding a schedule that will suit them all will be a big challenge. Since we cannot go school by school, we will have to pick strategic locations for this event that will attract the largest group of our public. This will be a challenge since the success of this campaign relies on numbers. We will have to deliberate carefully to identify the most suitable venues for this event. STATEMENT OF THE PROBLEM/OPPORTUNITY The main opportunity created in this campaign for Sonic Drive-In will be to increase its share in the fast food market in the United States. It will increase its customer base through its target public. This campaign will also make the brand more attractive to consumers through our efforts in advertisements through the various media campaigns we plan to undertake. Through this initiative, Sonic Drive-In will also be giving back to the community by fulfilling its corporate responsibility before the community. This campaign will also influence the public’s perception of the company positively. This will work in favor of Sonic Drive-In both socially and businesswise (Botha, 34). GOALS AND OBJECTIVES CAMPAIGN OVERAL GOAL: to increase the market share for the Sonic Drive-In, in the American fast food market and strengthen its already existing customer base for Sonic Drive-In. GOAL 1: Create awareness for the “limeade for learning” project through social events and raffles. GOAL 2: Create a stronger and more attractive brand for Sonic Drive-In. Objective 1: to create an event that will provide a platform for Sonic Drive-In to promote its drink limeades. Objective 2: to create an event that will attract media attention in terms of coverage to help in reaching a wider pool of the target public. GOAL 3: To create a media campaign that will show Sonic Drive-In in a positive light as well market limeade through cause marketing PUBLIC AND RATIONALE FOR SELECTION We had to identify public that will form a large pool of probable clients for Sonic Drive-In’s product limeades. The biggest market share in the fast food market is the young generation. This prompted us to look for how we can capture this. We targeted students, since they fall in the age category of the highest consumers of fast food in the United States. We also settled for students since they are easy to group together in large numbers at once hence involving many people in the planned activities. Another reason for targeting students is parents normally take part in the activities of their children. Through these planned activities, we will also be able to reach parents who will accompany their children to these events and the teachers. This will in turn make our targets expand to different age groups that include the adult fraction of the market. I believe this is a sound strategic move for the company in expanding its market (Phillips, Young, 12). STRATEGIES AND TACTIS GOAL 1: Objective 1: Strategy 1: To make the public aware of the planned project, “Limeades for Education” and how the public can participate. Tactic 1: write a press release on the upcoming event “limeades for education” and what it is about. Tactic 2: Issue a press release to 150 relevant media channels Tactic 3: Implement the new advertisement for the project; show how positively it will affect the society. The proposed project is aimed at sensitizing the community on the problems faced by the disabled students in society and raise funds to assist them through the charity donor choose organization. Tactic 4: Meet the various school heads for the selected schools for hosting the events. Also, contact the heads of schools countrywide and explain the proposed project. Strategy 2: Promote the proposed initiative through the internet Tactic 1: We will create account in social media for the initiative. Use popular social sites like twitter, Facebook and you tube. Tactic 2: We shall create materials for these sites and appoint administrators to manage these accounts. Tactic 3: we shall invite schoolchildren to join the group. We shall also target teachers and professionals to join this cause through social media. Tactic 4: we shall create links for you tube. Here, we shall have videos on the plight of disabled students through testimonials and documentaries. These materials shall be provided in the other social media outlets for viewing (Scott, 27). Strategy 3: We shall promote the publication the promotional newsletter titled ‘Limeades for Learning’. Tactic 1: Publish 500 copies of a 10 page promotional version of the newsletter. Tactic 2: Hand out copies of the newsletter for free to the public. GOAL 2: Objectives 1: Strategy 1: Sponsor a nationwide contest and raffle that will receive nationwide coverage. Tactic 1: Sponsor a community based initiative dubbed the “enabling the disabled” students countrywide will take part in a nationwide talent show and raffle. These events will take part in strategic locations, in different states in order to maximize the reach. The final contest will be held where the winner will take home, a prize of a meal ticket to Sonic Drive-In, and a full scholarship to a college of their choosing. The winner will also obtain nationwide recognition through media coverage. Tactic 2: Invite the press to cover the final event where the winner will be determined. Goal 3: Objective1: Strategy 1: We shall use the newly coined tagline of “Limeades for Education” to generate interest from students and education institutions. This is to update the community of the initiative and its significance to the public (Johnston, Zawawi . 45) Tactic 1: Design the advertisement that will show the proposed initiative and make an impact. Tactic 2: Implement the advertisement with the new slogan to the newsletter the media and website. Tactic 3: Place the advertisement in strategic areas: in the media, the newsletter, website and through social media. Tactic 4: Display posters and banners of the new advertisement at various education convention and shows. Tactic 5: Distribute posters to partnering schools and other institutions by mail. CAMPAIGN CALENDER (APRIL-SEPTEMBER) April Announce the project “enable the disabled”. Send out press releases and posters to the respective destination. Announce the main price for the winner. Announce the benefitting charity through this initiative. May Turn the attention to social media. Create a YouTube viral video. The video will be linked to social media pages including Facebook and twitter and through emails to partners in this initiative. It will also be advertized in the promotional newsletter. June Start the application process for the talent contestants. Issue the free copies of the promotional newsletter to the selected public. July Start the competition and raffle in schools across the country. August Hold the final contest to pick the winner and introduce them to the nation. September Track all the media activities that were pro Sonic Drive-In during the campaign. Begin compilation and calculate the potential media impact in the market. BUDGET BUDGET Goal 1 details Cost per item Total projected Sponsored credit Actual projected Strategy 1 To make the public aware of the planned project, “Limeades for Education” and how the public can participate Tactic 1 write a press release on the upcoming event “limeades for education and what it is about Tactic 2 Issue the press release to 150 relevant media channels Send through email 0 150 0 0 Tactic3 Implement the new advertisement for the project. This is to educate the community on the problems faced by disabled students. Radio TV 2,000 10,000 10 5 0 0 0 0 Tactic 4 Meet the various school heads for the selected schools for hosting the events. Also, contact the heads of schools countrywide and explain the proposed project. Strategy 2 Promote the proposed initiative through the internet Tactic 1 We will create account in social media for the initiative. Use popular social sites like twitter, Facebook and you tube. Create social media accounts 0 0 0 0 Tactic 2 We shall create materials for these sites and appoint administrators to manage these accounts. Filming crew edits 2500 200 1 1 0 0 0 0 Tactic 3 We shall invite schoolchildren to join the group. We shall also target teachers and professionals to join this cause through social media. Tactic 4 We shall create links for you tube. Here, we shall have videos on the plight of disabled students through testimonials and documentaries. These materials shall be provided in the other social media outlets for viewing. Upload the created material 0 0 0 0 Strategy 3 we shall promote the publication the promotional newsletter titled ‘Limeades for Learning’ Tactic 1 Publish 1500 copies of a 10 page promotional version of the newsletter Print the publication 9 1500 0 0 Tactic 2 Hand out the copies of the newsletter for free to the public GOAL 3 Strategy 1 We shall use the newly coined tagline of “Limeades for Education” to generate interest from students and education institutions. Tactic 1 Design the advertisement that will show the proposed initiative and make an impact. Print posters Create the TV ad Create the radio ad 1 1 1 1,0000 1,000 500 0 0 0 0 0 0 Tactic 2 Implement the advertisement with the new slogan to the newsletter the media and website. Tactic 3 Place the advertisement in strategic areas: in the media, the newsletter, and website and in social media. Tactic 4 Display posters and banners of the new advertisement at various education convention and shows Tactic Distribute posters to partnering schools and other institutions by mail. GOAL 2 Strategy 1 sponsor a nationwide contest and raffle that will receive nationwide coverage 50,000 1 0 0 Strategy 2 Invite the press to cover the final event where the winner will be determined. EVALUATION METHODS Goal 1, Objective 1, Strategy 1 Evaluation 1. Track the number of press releases written. 2. Track the number of press releases used for a story or published as is per event. Goal 1, Objective 1, Strategy 2 Evaluation 1. Track the number of individuals who take part in the online interactive training sessions. 2. Track the number of hits to the online press release. 3. Track the number of views in the YouTube release. 4. Track the number of hits to the social sites created and the company website. Goal 1, Objective 1, Strategy 3 Evaluation 1. Observe and record initial reaction to promotional newsletter as they are handed out. 2. Track the number of promotional copies handed out. Goal 2, Objective 1, Strategy 1 Evaluation 1. Track the number of contest entries. 2. Track the different regions from which the contest entries come. Goal 3, Objective 1, Strategy 1 Evaluation 1. Track the number of times television coverage is given to the contest. 2. Track the number of press clippings covering the contest. 3. Track the different regions giving coverage to the contest. 4. Track the number of times, the press releases is published. PROFESSIONAL BIO Barkley Promotion Company is a public relations firm, which is committed to making the clients visions and goals for their business become a reality. Through our strategic approach to marketing, Barkley uses current trends and adopts this to give our clients an edge in the competitive market. We always strive to achieve more for the client and our service delivery is world class. What sets us apart from our competition is our ability to think outside the box and create original and innovative solutions that are not only current but also pragmatic. We believe that for any business to be successful, a good relationship with the community is vital, and we provide these platforms for interaction of the two parties. FOR IMMEDIATE RELEASE. April. 13, 2012 Contact: Claudia San Pedro Vice President of Investor Relations and Treasurer 405-225-4846 Sonic offers students the chance to help improve their communities Sonic Corp, the nations largest chain of drive-in Restaurants in America, we will offer a full scholarship to the winning student in the “Enabling the Disabled” talent contest. Sonic has come up with a community based initiative-involving students nationwide through a talent competition and raffle to raise funds to assist disabled students through the charity donor choose. A winner will be picked from the contest and will be awarded a full college scholarship and a year meal ticket at any sonic drive in. The winner will also receive media recognition and will get to meet the head of the sonic corporation. Website: http://ir.sonicdrivein.com/. About Sonic Sonic, Americas Drive-In originally started as a hamburger and root beer stand in 1953 in Shawnee, Oklahoma called Top Hat Drive-In, and then changed its name to Sonic in 1959. The first drive-in to adopt the Sonic name is still serving customers in Stillwater, Oklahoma. Sonic has more than 3,500 drive-ins coast to coast, where approximately three million customers eat every day. For more information about Sonic Corp. and its subsidiaries, visit Sonic at www.sonicdrivein.com. Pitch Sonic drive in and the donor choose charity are thrilled to introduce the limeades for education campaign. We intend to raise funds to assist the disabled students in the challenges they face. We need your support in making this a reality. It is time we work together to ensure that disability is no longer an impediment. Works cited Botha, Dawid. Public Relations: Fresh Perspectives. Cape Town: Pearson/Prentice Hall South Africa, 2007. Print. Johnston, Jane, and Zawawi Clara. Public Relations: Theory and Practice. Crows Nest, N.S.W: Allen & Unwin, 2009. Print. Henslowe, Philip. Public Relations: A Practical Guide to the Basics. London: Kogan Page, 2003. Print. Hoboken, N.J: John Wiley & Sons, 2009. Print. LEtang, Jacquie. Public Relations: An Interdisciplinary and Critical Introduction. Los Angeles, CA: SAGE Publications, 2007. Print. Phillips, David, and Young Philip. Online Public Relations: A Practical Guide to Developing an Online Strategy in the World of Social Media. London: Kogan Page, 2009. Web. Scott, David M. The New Rules of Marketing and Pr: How to Use News Releases, Blogs, Podcasting, Viral Marketing, & Online Media to Reach Buyers Directly. Print. Read More