Trimona Presentation for Public Relations Proposal

“Old World Taste, New World Health Benefits”

Agenda● About the Agency ● Situation Analysis ● Competitor Analysis ● SWOT Analysis ● Research ● Objectives ● Strategies ● Tactics ● Time Table ● Budget ● Evaluation

About the Agency

● Lifestyle PR● Health-oriented

brands● Unique

products in a modern market

Situation Analysis

● Healthy, probiotic yogurt

● Made from grass-fed cows

● Gluten-free, good for lactose intolerant people

● All-natural

Yogurt Industry TodayImportant Factors when buying yogurt: ● Low price● Health benefits ● Flavor● Locally made/ organic yogurt

Popular Yogurts:● Greek yogurt● Low-fat/ “fit” yogurt

Competitor Analysis

SWOT Analysis

Opportunities● Speciality yogurt is popular right now ● Appeal for health conscious consumers● Authenticity of brand identity ● Expanding in the United States

Strengths ● Unique story behind yogurt brand ● Many health benefits ● Traditional and simple ● Can be used in many different recipes

Weaknesses● Lack of Awareness ● Weak social media presence ● Currently no press kit provided

Threats ● Many other yogurts have similar health

benefits ● Popularity of competitors ● Expensive price point (not mass produced)

Research

Objectives

1. Increase Brand awareness of Trimona Yogurt

2. Create stronger brand image 3. Increase social media activity 4. Increase sales by 10% within the year

Target Audience

Dr. Manning Rosa Kate

Strategies

1. Motivate new customers to try Trimona 2. Use all social media platforms to create

more followers and likes on respective sites

3. Increase awareness and demand for Trimona throughout the local area

4. Create cohesive brand image

TacticsTactic 1: Social Media/ Website Improvements Tactic 2: Local EventsTactic 3: Partnership with cooking classes/schools Tactic 4: Distributing Promotional Materials Tactic 5: Reaching out to Opinion Leaders Tactic 6: Brand Ambassadors

Tactic 1: Social Media

1. Strengthen Facebook photos/posts

2. Expand Twitter activity

3. Update website

4. Create Pinterest boards

Facebook

● Logo as profile picture

● Periodically update cover

photo

● Simplify “About” section

Updated PhotosMore Brand Identity

Uploaded AlbumsUpdated About Section

Twitter

● Utilize hashtags○ #eatclean, #healthy, #yum, #postworkout, ○ #tbt, and #glutenfree

● Increase interactions with other users○ Tweet at people, Tweet at least 3 times a week

Pinterest

http://www.pinterest.com/trimonay/

Website

http://haleycavanna.wix.com/trimona

Tactic 2: Local Events

● Harvest festivals○ Autumn○ Summer

● Selling yogurt cups with toppings bar

Tactic 3: Partnerships

● Team up with local cooking classes/schools

● Paul Smith College, BOCES

Tactic 4: Distributing Promotional Materials

● T-shirts ● Bumper Stickers ● Spoons Sweepstakes ● Recipe Pamphlets ● Brochures ● Press Kit

T-Shirts & Bumper Stickers

Recipe Pamphlets & Brochures

Spoons Sweepstakes ● Spoons will be

distributed with Trimona’s website written on them and “enter to win”

● Will create buzz and web traffic

Press Kit

Tactic 5: Opinion Leaders

Nutritionist:Mary Lippet“Best Nutritionist” by NY Citysearch for past 5 years

*Could also look for pediatricians

Tactic 5: Opinion Leaders

● Talk shows and food networks

● Martha Stewart ● Other talk shows: Dr. Oz, Rachel Ray

Tactic 5: Opinion Leaders

Local Newspapers:

Ithaca Times, NJ Monthly, NJ Lifestyle, NY Health and Life, Well + Good

Tactic 6: Brand Ambassadors● Start at IC, expand to other

schools

● Similar to an internship

● Social media contest

● Partner with IC health organizations

● Host on-campus events

Timetable

Budget

Evaluation

● Measure social media traffic● More brand awareness in local communities ● Increase in sales

Thank you!