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ALDER PUBLIC RELATIONS

Public Relations Plan

Table of Contents

Executive Summary ......................................................................................................... 1 Background ............................................................................................................... 2-5 Situation Analysis ......................................................................................................... 6 SWOT Analysis .......................................................................................................... 7-8

Publics ........................................................................................................................ 9-11 Goals, Objectives, Messages, Strategies, and Tactics .............................................. 12-16 Evaluation ................................................................................................................. 17-19 Budget ....................................................................................................................... 20-23

Timeline ................................................................................................................. 24-38 Team Bios ................................................................................................................... 39

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Executive Summary Following Burt’s Bees merger with Clorox, the company’s reputation as a “green” brand was questioned. Additionally, after the death of beloved co-founder Burt Shavitz, loyal consumers expressed concerns on social media about how the company could uphold its traditional values. This plan first seeks to reassure the public that Burt’s Bees is “greener” than ever after the merger and will continue to be a socially responsible brand. Secondly, this campaign is focused on increasing awareness of Burt Shavitz as the face of the brand and his lifestyle as the driving force behind Burt’s Bees core values. Burt’s Bees will continue its alignment with the Pollinator Partnership despite the public’s concerns of its support of neonicotinoids. In order to assuage these concerns, a portion of this plan is dedicated to showing that all of Burt’s Bees partnerships are mutually beneficial for both the companies involved and the environment. The first key public this plan focuses on is customers between the ages of 18 and 24. New trends are popular among young customers and with Burt’s Bees being a leader in the “green” trend, this demographic is extremely relevant to the company. In order achieve the goals of this campaign, many of the tactics take place on college campuses and involve direct participation from students in our key public age range. The second key public this plan focuses on is employees. Burt’s Bees employees need to be reassured that the merger with Clorox has not negatively affected the company’s eco-friendly values. They also need to be educated about the positive results that have come from the merger. To raise awareness, educational seminars and forums will be held along with surveys to measure the employee’s knowledge both before and after these events. Many of the tactics included in this plan incorporate events with partners of Burt’s Bees. Hosting these events will be mutually beneficial for all parties and will show the public how involved the company is with various charitable organizations. Burt’s Bees’ partnership with Farmer FoodShare and the Pollinator Partnership will be highlighted in community events. These events will show the importance of the “save the bees” movement and all that Burt’s Bees does to support it. To evaluate the outcome success of this campaign, surveys will be conducted along with careful collection of data to see how many “likes” and shares social media posts are garnering. Additionally, records will be kept of how many guests attend the various events the company plans to put on. To evaluate the output of this campaign, this plan uses observation to get an idea of event attendance and participation. Using these evaluation strategies, we will be able to determine if this campaign was successful.

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Background Organization overview and history Burt’s Bees is a personal care, health, beauty, and hygiene brand that manufactures its products with natural ingredients.1 In 1984, the company was founded as a candle making partnership between Roxanne Quimby and Burt Shavitz; Shavitz’s bees supplied the beeswax from his honey business for the candles. The co-founders sold their product at craft fairs with revenue jumping from $200 to $20,000 within the first year. By 1991, the famous Burt’s Bees Beeswax Lip Balm became the company’s staple item with the addition of other natural products.2 By 1995, Burt’s Bees reached $3 million in revenue and moved its Maine headquarters to North Carolina. The company eliminated most of its original handmade items and began focusing on manufacturing more personal care products. In 1999, Quimby bought out Shavitz, as she already owned two-thirds of the company. Only four years later, Burt’s Bees employed over 200 individuals and reached revenues of $60 million.3 Then in 2004, American European Associates Investors purchased the company for $175 million; Quimby remained in position for one year during the transition. By 2007, the company produced over 197 personal care products dispersed amongst almost 30,000 retail stores within the United States, United Kingdom, Ireland, Canada, Hong Kong, and Taiwan. By the end of the year, The Clorox Company purchased the brand for $925 million.4 Today, Burt’s Bees has an even larger variety of products with several personal care categories: lip color, lip care, face, body, baby, classics, and more.5 Burt’s Bees was founded on the principle of providing “Earth Friendly Natural Personal Care Products.”6 The company strives to limit ingredients without a function. Essential ingredients include: beeswax, cocoa butter, honey, and willow bark.7 Burt’s Bees packaging even takes a “green” approach as primary packages average 30 percent post consumer content, secondary packages 45 percent and bottles 60 percent. The company has also trimmed packing materials as much as 50 percent.8

1 Burt’s Bees. (n.d.). Burt’s Bees Skin Care & Beeswax Products. Retrieved from http://www.burtsbees.com 2 Vinjamuri, D. (2008). Accidental Branding How Ordinary People Build Extraordinary Brands. Hoboken: Wiley. 3 Vinjamuri, D. (2008). Accidental Branding How Ordinary People Build Extraordinary Brands. Hoboken: Wiley. 4 Vinjamuri, D. (2008). Accidental Branding How Ordinary People Build Extraordinary Brands. Hoboken: Wiley. 5 Burt’s Bees. (n.d.). Site Map. Retrieved from http://www.burtsbees.com/on/demandware.store/Sites-burtsbees-Site/default/SiteMap-Start 6 Burt’s Bees. (n.d.). Our Story. Retrieved from http://www.burtsbees.com/Our-Story/story-landing,default,pg.html 7 Burt’s Bees. (n.d.). Our Natural Ingredients Guide. Retrieved http://www.burtsbees.com/Our-Natural-Ingredients-Guide/ingredients,default,pg.html 8 Burt’s Bees. (n.d.). Packaging. Retrieved from http://www.burtsbees.com/Packaging/sustain-packaging,default,pg.html

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Burt’s Bees operates on the business model of The Greater Good; products that are good for you, us and all.9 With this initiative in mind, the company created Burt’s Bees Greater Good Foundation with the mission to support human and honey bee health. The nonprofit has issued $1.2 million in grants since 2007. Burt’s Bees also partners with sustainability driven companies by providing time, resources and money. Current partners include: Inter-Faith Food Shuttle, The John Avery Boys & Girls Club, Pollinator Partnership, Eno River Association, Alliance Medical Ministry, Habitat for Humanity, and Farmer Foodshare.10 As a leader in the natural care market, Burt’s Bees’ merger with The Clorox Company caused major criticism as loyal customers expressed concern for the brand’s ethics. However, Burt’s Bees operates as a separate entity from The Clorox Company with its own CEO and management team.11 Since the merger, Burt’s Bees has increased the natural content of a variety of products and also sends zero waste to landfills and composts most its own waste. Its operations are water conscious and carbon neutral. Additionally, Burt’s Bees has influenced The Clorox Company with the addition of an eco-team.12 Although he is no longer an owner of the company, Shavitz’s image has become the sole face of the brand. From his face being plastered on the original lip balm tins to his promotional appearances, Shavitz was and is Burt’s Bees.13 The company’s promotional content on Facebook and other social media platforms utilize his image as a form of brand recognition.14 His natural way of life and homely demeanor mirror the mission of the company.15 The Burt behind the Bees has created a sense of familiarity for the brand’s loyal consumers.16 Even after Shavitz’s death in 2015, its Facebook uses the hashtag “Burt Lives On” to commemorate his life and impact within this market.17

9 Burt’s Bees. (n.d.). Our Purpose. Retrieved from http://www.burtsbees.com/Our-Purpose/story-philosophy,default,pg.html 10 Burt’s Bees. (n.d.). Outreach. Retrieved from http://www.burtsbees.com/Outreach/sustain-community,default,pg.html 11 MarketLine. (n.d.). Burt's Bees Case Study: Retaining Brand Values in Natural Personal Care Following Acquisition. Datamonitor Plc. 12 Burt’s Bees. (n.d.). Frequently Asked Questions. Retrieved from http://www.burtsbees.com/Company-FAQs/faqs-company,default,pg.html 13 Vinjamuri, D. (2008). Accidental Branding How Ordinary People Build Extraordinary Brands. Hoboken: Wiley. 14 Burt’s Bees. (n.d.). In Facebook [Fan Page]. Retrieved February 16, 2016, from https://www.facebook.com/burtsbees/?fref=ts 15 Burt’s Bees. (n.d.). Burt Shavitz. Retrieved from http://www.burtsbees.com/on/demandware.store/Sites-burtsbees-Site/default/%2fPage-StoryBurt 16 Shapiro, J. (Producer and Director). 2013. Burt’s Buzz [Motion Picture]. Canada: Every Pictures and Buffalo Gal Pictures. 17 Burt’s Bees. (n.d.). In Facebook [Fan Page]. Retrieved February 16, 2016, from https://www.facebook.com/burtsbees/?fref=ts

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Operational Environment The Burt’s Bees brand is centered on being natural and sustainable. The company targets consumers who are dedicated to using natural products and who are environmentally conscious.18 On Facebook, Burt’s Bees generally has positive consumer comments on its page. Most of the comments are typically talking about a new product; specifically, customers are asking for an old product to be brought back to the market.19 Burt’s Bees responds to both positive and negative responses. For example, one post on the Facebook page discusses Burt’s Bees’ merger with The Clorox Company. Someone writes:

I can't even believe they'd post this after how horrible he was treated and how badly he was ripped off by Roxanne Quimby. Watch the documentary about Burt's life. I no longer buy any Burt's Bee's products. Clorox bought out the company. No thanks...20

Burt’s Bees responded by talking about how being bought by a larger company always raises questions about the ability to maintain culture and values. The company representative then goes on to describe how the company has increased the number of all-natural products and is proud to send zero waste to landfills.21 Burt’s Bees personalizes each comment and often asks commenters to send a private message if they have further concerns. Burt’s Bees’ foundation contributes funding to the Pollinator Partnership initiative, which is a nonprofit 501(c)3 organization. According to its website, “It is the largest in the world dedicated exclusively to the protection and promotion of pollinators and their ecosystems.22 The Pollinator Partnership’s mission is to promote the health of pollinators critical to food and ecosystems through conservation, education and research.”23 The environment relies on the pollination efforts of bees to sustain the existing modern food system. Bees are responsible for pollinating about one-sixth of flowering plant species, as well as

18 Burt’s Bees. (n.d.). Burt’s Bees Skin Care & Beeswax Products. Retrieved from http://www.burtsbees.com 19 Burt’s Bees. (n.d.). In Facebook [Fan Page]. Retrieved February 16, 2016, from https://www.facebook.com/burtsbees/?fref=ts 20 Burt’s Bees. (n.d.). In Facebook [Fan Page]. Retrieved February 16, 2016, from https://www.facebook.com/burtsbees/?fref=ts 21 Burt’s Bees. (n.d.). In Facebook [Fan Page]. Retrieved February 16, 2016, from https://www.facebook.com/burtsbees/?fref=ts 22 Pollinator Partnership. (n.d.). About us. Retrieved from http://www.pollinator.org/about.htm 23 Pollinator Partnership. (n.d.). About us. Retrieved from http://www.pollinator.org/about.htm

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around 400 plants.24 Activists argue that reports of bee die-offs have been increasing in recent years.25 The activist’s perspective is that neonicotinoids, a type of pesticide, have been the culprit, as they can be harmful to bees.26 Neonicotinoids are a class of insecticides that affect the central nervous system of insects, resulting in paralysis and death.27 Activists believe the Pollinator Partnership supports the use of neonicotinoids because the organization continues to invest money in researching this product as a pesticide solution. Activists are also quick to point out that companies that use pesticides that harm bees and GMOs fund the Pollinator Partnership. Burt’s Bees associates itself with companies that are contributing to the decline of bees through its support of the Pollinator Partnership. Burt’s Bees also has its own initiative called “Wild for the Bees.”28 The website explains how important bees are and why people should support the cause to save the bees. Although Burt’s Bees is associated with the Pollinator Partnership and is owned by Clorox, which is not considered “green” by many environmentally friendly consumers, the company is taking action to help bees. 24 One Green Planet. (n.d.). Why Bees Are Important to Our Planet. Retrieved from http://www.onegreenplanet.org/animalsandnature/why-bees-are-important-to-our-planet/ 25 One Green Planet. (n.d.). Why Bees Are Important to Our Planet. Retrieved from http://www.onegreenplanet.org/animalsandnature/why-bees-are-important-to-our-planet/ 26 The Decline of Bees. (2015, September 6). The Economist. Retrieved from http://www.economist.com/blogs/economist-explains/2015/09/economist-explains- 27 Beyond Pesticides. (n.d.). Chemicals Implicated. Retrieved from http://www.beyondpesticides.org/programs/bee-protective-pollinators-and-pesticides/chemicals-implicated 28 Burt’s Bees. (n.d.). Wild For Bees. Retrieved from http://www.burtsbees.co.uk/w/wild-for-bees/

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Situation Analysis Burt’s Bees has faced recent criticism regarding its decision to merge with Clorox, a company known for its less-than-green approach. As one of the world’s leading natural personal care lines, Burt’s Bees has a reputation as an eco-friendly, sustainable company dedicated to the well being of consumers and the planet alike.29 Clorox, a company that has traditionally specialized in cleaning products, has a history of harmful chemical usage and animal testing.30 The big concern for both companies is that the merge has caused Burt’s Bees customers to question their loyalty. Many supporters of the company are drawn to Burt’s Bees’ environmentally conscious, natural appeal, and Clorox’s image could threaten that as people continue to learn of the merge through product reviews and social media comments. Another controversy that the company faces is the exploitation of Burt Shavitz. As the co-founder and the face of the company, Shavitz’s image has played a significant role in the successes and following of the brand. How does the inspiration behind the company end up with no rights to it? When Roxanne Quimby took control of the company, she bought Shavitz out for $130,000. Years later, Burt’s Bees was acquired by Clorox for $925 million. 31 It is because Shavitz’s unique lifestyle and brand that Burt’s Bees has the strong fan base that it does. Because of this, the company still uses Shavitz on a couple of its classic products and tries to promote his lifestyle. Until his death, Shavitz’s only claim to the company was paid global appearances to promote the brand and maintain its image.32 Through the use of all-natural products and strategic branding, Burt’s Bees seems to be exactly what Shavitz himself would have wanted. The company’s website has an “about us” page, typical for most businesses, and also includes “sustainability” and “wild for bees” sections.33 These are the kinds of things that consumers who have supported Shavitz’s lifestyle want to see. However, the online discussion of the merger with Clorox has put the company at great risk of losing credibility with its loyal consumers. If the perception is that Burt’s Bees is no longer as eco-friendly as it once was, sales could plummet.

29 The Clorox Company. (2007). Clorox to Acquire Burt's Bees; Expands Into Fast-Growing Natural Personal Care. Retrieved from http://investors.thecloroxcompany.com/releasedetail.cfm?ReleaseID=272197 30 Garlow, A. (2013, May 23). Companies That Should Stop Testing on Animals (and What to Do in the Meantime). Retreived from http://www.onegreenplanet.org/animalsandnature/companies-that-should-stop-testing-on-animals-and-what-to-do-in-the-meantime/ 31 Alter, L. (2008, January 6). The BackStory Behind Burt's Bees: It Sold Out Years Ago. Retrieved from http://www.treehugger.com/corporate-responsibility/the-back-story-behind-burts-bees-it-sold-out-years-ago.html 32 Producer, Shapiro, J., & Director, Shapiro, J. (2013, September 8). Burt’s Buzz. United States. 33 Burt’s Bees. (n.d.). Our Story. Retrieved from http://www.burtsbees.com/Our-Story/story-landing,default,pg.html

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SWOT Analysis Strengths Weaknesses

● Burt’s Bees produces high-quality products.34

● The company uses natural and environmentally friendly ingredients.35

● The organization collaborates with

Inter-Faith Food Shuttle; The John Avery Boys & Girls Club; Pollinator Partnership; Eno River Association; Alliance Medical Ministry; Habitat for Humanity; and Farmer Foodshare.36

● Burt’s Bees utilizes various social

media platforms by posting almost daily.37

● The brand created and now operates

the Burt’s Bees Greater Good Foundation.38

● The company has strong customer

loyalty.39

● In 2015, Burt Shavitz, co-founder and face of Burt’s Bees passed away.40

● The company is restricted on the products it can produce, as it only uses natural ingredients.41

● Burt’s Bees’ products are priced higher

than its competitors.42 ● The company merged with The Clorox

Company in 2007.43 ● The brand received negative feedback

from the documentary, Burt’s Buzz.44 ● Burt’s Bees has a varied image.45

34 Burt’s Bees. (n.d.). Our Story. Retrieved from http://www.burtsbees.com/Our-Story/story-landing,default,pg.html 35 Burt’s Bees. (n.d.). Whole Formulas. Retrieved from http://www.burtsbees.com/Whole-Formulas/nature-formulas,default,pg.html 36 Burt’s Bees. (n.d.). Outreach. Retrieved from http://www.burtsbees.com/Outreach/sustain-community,default,pg.html 37 Burt’s Bees. (n.d.). Burt’s Bees Skin Care & Beeswax Products. Retrieved from http://www.burtsbees.com 38 Burt’s Bees. (n.d.). Outreach. Retrieved from http://www.burtsbees.com/Outreach/sustain-community,default,pg.html 39 Shapiro, J. (Producer and Director). 2013. Burt’s Buzz [Motion Picture]. Canada: Every Pictures and Buffalo Gal Pictures. 40 Burt’s Bees. (n.d.). Burt Shavitz. Retrieved from http://www.burtsbees.com/on/demandware.store/Sites-burtsbees-Site/default/%2fPage-StoryBurt 41 Burt’s Bees. (n.d.). Natural Ingredients Guide. Retrieved from http://www.burtsbees.com/Our-Natural-Ingredients-Guide/ingredients,default,pg.html 42 Burt’s Bees. (n.d.). Facial Cleansers. Retrieved from http://www.burtsbees.com/Facial-Cleansers/facialCleansers,default,sc.html 43 MarketLine. (n.d.). Burt's Bees Case Study: Retaining Brand Values in Natural Personal Care Following Acquisition. Datamonitor Plc. 44 Burt’s Bees. (n.d.). In Facebook [Fan Page]. Retrieved February 16, 2016, from https://www.facebook.com/burtsbees/?fref=ts

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Opportunities Threats

● The company should participate in Earth Day activities.

● The organization should align itself with the “green” trend.

● Burt’s Bees should partner with

Greenpeace to help save the bees. ● The brand should partake in National

Pollinator Week.

● Burt’s Bees could face negative media coverage.

● The company could make major changes to products causing backlash.

● Consumers could change their behavior,

interests and loyalty. ● Competition could threaten the company

sales.

45 Shapiro, J. (Producer and Director). 2013. Burt’s Buzz [Motion Picture]. Canada: Every Pictures and Buffalo Gal Pictures.

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Publics

Overview

Customers and employees are essential to the Burt’s Bees brand. Burt’s Bees employees exemplify the essence of the products while customer’s purchases drive the success of the organization.46 Customers want natural, high quality personal care products at an affordable price.47 The natural care market with a “green” approach is popular and trending in the market today.48 By focusing on customers as a key public, Burt’s Bees will be able to promote environmentally friendly ingredients through brand recognition.49 Employees are the core of the organization and support the values of Burt’s Bees and its products. The purpose behind the product is people, profit and planet; these values are meant to benefit customers, employees and the environment.50

Customers

Burt’s Bees should target individuals ages 18-24, who are interested in natural and trending products.51

In 2014, it was reported that workers under the age of 25 represented one-fifth of those paid hourly; however, they also make up half of the population that is paid the minimum wage or below.52 The income summary statistics for households of 18- to 24-year-olds has a median yearly income of $17,247.03 and an average income of $23,818.00.53

Based on research of 18- to 24-year-olds, 87 percent use Facebook, 37 percent use Twitter, 53 percent use Instagram, 34 percent use Pinterest, and 23 percent use LinkedIn.54 We can compare the social participation among consumers based on consumer technographics data. In the 18- to 24-year-old demographic, 46 percent are creators, individuals who make the social content consumed by others; 50 percent are critics, individuals who respond to the content from others; 46 Grunig, J.E., & Hunt, T. (1984). Managing public relations. Orlando, FL: Harcourt Brace Jovanovich. 47 Burt’s Bees. (n.d.). Burt’s Bees Skin Care & Beeswax Products. Retrieved from http://www.burtsbees.com 48 Grand View Search. (2015, August). Organic Personal Care Market Analysis By Product. Retrieved from http://www.grandviewresearch.com/industry-analysis/organic-personal-care-market 49 Burt’s Bees. (n.d.). Whole Formulas. Retrieved from http://www.burtsbees.com/Whole-Formulas/nature-formulas,default,pg.html 50 Burt’s Bees. (n.d.). Our Purpose. Retrieved from http://www.burtsbees.com/Our-Purpose/story-philosophy,default,pg.html 51 Grand View Search. (2015, August). Organic Personal Care Market Analysis By Product. Retrieved from http://www.grandviewresearch.com/industry-analysis/organic-personal-care-market 52 BLS Reports. (2014). Characteristics of Minimum Wage Workers. Retrieved from http://www.bls.gov/opub/reports/cps/characteristics-of-minimum-wage-workers-2014.pdf 53 Shnugi. (n.d.). Income Percentile Rank Calculator. Retrieved from http://www.shnugi.com/income-percentile-calculator/?min_age=18&max_age=30&income= 54 Duggan, M. (2014). Demographics of Key Social Networking Platforms. Retrieved from http://www.pewinternet.org/2015/01/09/demographics-of-key-social-networking-platforms-2/

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38 percent are collectors, individuals who organize content for themselves or others using RSS feeds and tags; 85 percent are joiners, individuals who connect in social networks; 89 percent are spectators, individuals who consume social media content; and 3 percent are inactive, individuals who neither create nor consume social content of any kind.55

Employees

The employees at Burt’s Bees understand the ethics behind the organization, and it is the employees’ mission to promote those values through the brand. As a leader in the natural care market, Burt’s Bees employees pride themselves on making the world greener and cleaner while creating products that people love. With over 350 employees, each one commits to a zero waste policy in which not one bag of garbage is sent to a landfill. Burt’s Bees employees volunteer to check over 200 recycling, composting and waste to energy bins. This ensures that everything is distributed efficiently and follows the environmentally friendly policy. The Burt’s Bees facility also uses energy-efficient lighting, resource management software, and other efficient production equipment, attempting to save energy and water. The employees strive to make the world better for themselves, the consumers and the bees.56 Burt’s Bees employees belong to multiple age demographics; however, young adults and middle-aged adults are the most prevalent in the organization. The age demographics of employees are averaged around 24- to 50-year-olds.57 The salaries vary among the positions within the company; for instance, a Burt’s Bees Forecast Analyst has a salary of $86,415, an individual in finance receives $98,290 annually, and the Director of International Marketing gets paid $166,527.58 Overall, individuals in the age range of 24-40 average $69,519.00 per year.59 As a whole, the Burt’s Bees organization is active on Facebook, Twitter, Instagram and YouTube with a very large following on each social media platform.60 A technographics survey for 39- to 49-year-olds found that 73 percent use Facebook, 25 percent use Twitter, 25 percent use Instagram, 28 percent use Pinterest, and 31 percent use LinkedIn.61 These social media

55 Forrester Research Inc. (n.d.). What's The Social Technographics Profile Of Your Customers? Retrieved from http://empowered.forrester.com/tool_consumer.html 56 Burt’s Bees. (n.d.). Our Purpose. Retrieved from http://www.burtsbees.com/Our-Purpose/story-philosophy,default,pg.html 57 Bloomberg. (n.d.). Company Overview of Seventh Generation, Inc. Retrieved from http://www.bloomberg.com/research/stocks/private/person.asp?personId=25727721&privcapId=377062 58 Glassdoor, Inc. (2015, August). Glass Door Burt’s Bees. Retrieved from https://www.glassdoor.com/Salary/Burt-s-Bees-Salaries-E13942.htm 59 Shnugi. (n.d.). Income Percentile Rank Calculator. Retrieved from http://www.shnugi.com/income-percentile-calculator/?min_age=18&max_age=30&income= 60 Burt’s Bees. (n.d.). In Facebook [Fan Page]. Retrieved February 16, 2016, from https://www.facebook.com/burtsbees/?fref=ts 61 Pew Research Center. (2014). Pew Research Center Demographics of Key Social Networking Platforms. Retrieved from http://www.pewinternet.org/2015/01/09/demographics-of-key-social-networking-platforms-2/

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statistics suggest the demographic of 25- to 34-year-olds use social media the following ways: 33 percent are creators, 46 percent are critics, 80 percent are spectators, and 9 percent are inactive.62

62 Forrester Research Inc. (n.d.). What's The Social Technographics Profile Of Your Customers? Retrieved from http://empowered.forrester.com/tool_consumer.html

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Goals, Objectives, Messages, Strategies, and Tactics Goal 1 Enhance Burt’s Bees’ presence in the natural care market as a socially responsible brand. Objective 1 To increase customer awareness of Burt’s Bees’ presence in the natural care market among an additional 10 percent of 18- to 24-year olds by Dec. 2, 2016.

Primary Message 1 Burt’s Bees uses an average of 99 percent natural products, and over half of its products are 100 percent natural.

Secondary Messages 1. The 1 percent is a synthetic preservative phenoxyethanol used in water-

containing products.

2. This is a non-paraben, non-formaldehyde-releasing preservative.

3. This preservative is widely used in natural personal care products to prevent mold.

Primary Message 2 Burt’s Bees sends no waste to landfills. Secondary Message

Each month, employees volunteer to check over 200 recycling, composting and waste to energy bins to ensure proper disposal of waste.

Strategy 1 Create a team of representatives for Burt’s Bees at colleges and universities across the United States. Use this on-campus presence on Earth Day to establish credibility for the position that Burt’s Bees is an all-natural brand.

Tactic 1 Set up information tables on college campuses on Earth Day. The university representatives will provide information on Burt’s Bees’ “green” approach and give away free samples. Each sample will have information on the natural ingredients that make up the product as well as a “fun fact” about Burt Bee’s environmentally friendly practices.

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Tactic 2 Execute a social media scavenger hunt at the universities with Burt’s Bees representatives. The representatives will post photos of different areas on campus as clues to where various Burt’s Bees products are hidden. The clues will contain information about Burt Bee’s natural ingredients and practices. Each hidden product will have additional information on the natural ingredients that make up the product as well as a “fun fact” about Burt Bee’s environmentally friendly practices. The winners are encouraged to post to social media a photo of their prize with the hashtag “WhatsTheBuzz.”

Strategy 2 Use social media to demonstrate how to use Burt’s Bees’ natural care products.

Tactic 1 Post product tutorial videos on all social media platforms. The videos will consist of beauty tutorials for woman and grooming tutorials for men that emphasize the natural benefits of these products. Tactic 2 Create a social media competition. Participants will be asked to post a 30-second video of themselves on Facebook showing how they exemplify Burt’s Bees’ natural lifestyle. Winners will receive a Burt’s Bees care package.

Objective 2 To raise customer awareness among an additional 10 percent of 18- to 24-year olds that Burt’s Bees supports and partners with sustainability-driven organizations by Sept. 22, 2016.

Primary Message 1 Burt’s Bees gives back to the community. Secondary Messages

1. Burt’s Bees partners with the Pollinator Partnership to help promote pollinator health.

2. Burt’s Bees partners with Farmer Food Share to help create easy access to fresh produce.

3. Burt’s Bees partners with various other organizations to promote natural

health and well-being.

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Strategy 1 Use strategic philanthropy to earn goodwill toward Burt’s Bees. Tactic 1

The Burt’s Bees campus representatives will create an event with Farmer Food Share that involves planting a community garden on college campuses. Campus representatives will invite students to participate and plant pollinator-friendly crops and flowers. This will be mutually beneficial for the community and the “save the bee” initiative.

Tactic 2

The Burt’s Bees campus representatives will create various events that are coordinated with the Pollinator Partnership during Pollinator Week, June 20-26, 2016. These events will be held on college campuses. Different booths and events on campus will feature Burt’s Bees products, Pollinator Partnership information, honey tastings, bee keeping seminars, pollinator-friendly plants for purchase, and more.

Objective 3 To convince 75 percent of Burt’s Bees’ employees that the company’s support of the Pollinator Partnership reflects its “green” values by June 6, 2016.

Primary Message 1 The Pollinator Partnership is environmentally friendly. Secondary Messages

1. The Pollinator Partnership’s mission is to promote the health of pollinators, critical to food and ecosystems, through conservation, education and research.

2. The organization’s signature initiatives include: the North American Pollinator Protection Campaign, Pollinator Week and Ecoregional Native Planning Guides for Pollinators.

3. The organization funded over 30 research grants for honey bee health.

Primary Message 2 The Pollinator Partnership understands the publics’ concerns towards its practices. Secondary Message

The Pollinator Partnership is developing “softer” chemical treatments to replace the use of neonicotinoids.

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Strategy 1 Hold a seminar for employees to learn about the Pollinator Partnership and its assistance to the Burt’s Bees mission and vision.

Tactic 1 Create video of an inside look at the Pollinator Partnership. The video will feature interviews with Executive Director Laurie Davies Adams, multiple employees and supporters with B-roll of its headquarters, philanthropy events, and advocacy for the bees. The video will emphasize the benefits of the Pollinator Partnership and its relationship with Burt’s Bees. Tactic 2 Hold an open forum for employees to speak freely about their opinions on the Pollinator Partnership. Burt’s Bees executives will run the forum and provide additional information on the Pollinator Partnership’s role in the “save the bees” campaign. The forum will provide a safe environment for employees to express concern and ask questions. Tactic 3 Create a survey for employees to take before and after viewing the video and before and after the seminar. The survey will record the employees’ attitudes and beliefs towards the Pollinator Partnership.

Goal 2 Improve Burt’s Bees reputation with regard to its relationship with deceased co-founder Burt Shavitz. Objective 1 To increase customer awareness of Burt Shavitz as a co-founder and face of the brand by an additional 10 percent of 18- to 24-year old customers by Dec. 2, 2016. Primary Message 1 Burt Shavitz is the co-founder of Burt’s Bees. Secondary Messages

1. Shavitz and Roxanne Quimby founded the company in 1984 as a candle making partnership.

2. Shavitz’s bees supplied the beeswax from his honey business for the candles. Primary Message 2 Burt Shavitz is the face of the brand.

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Secondary Messages

1. Shavitz’s lifestyle reflected the brand’s overall mission.

2. Shavitz lived a simple life with limited luxuries and relied mostly on what nature could provide for him.

Strategy 1 Use social media to communicate the relationship Burt’s Bees had with Burt Shavitz. Tactic 1

Post “Throw Back Thursday” photos of Shavitz every Thursday for a month. Photos will feature Shavitz from the early days of Burt’s Bees. Captions will feature the hashtag “BurtLivesOn” along with information about his contribution to the company. Tactic 2 Create a “Where’s Burt” campaign for college campuses. Burt’s Bees representatives will place images and likenesses of Burt throughout campuses. Students must take photos with Burt’s image and post on social media with the hashtag “WheresBurt.” Students with the most photos will receive a gift certificate for Burt’s Bees products.

Objective 2 To increase employee awareness by 85 percent of Burt’s Bees loyalty to Burt Shavitz as an icon that represents the foundation of the brand by Sept. 22, 2016.

Primary Message Burt’s Bees cherishes the life and memory of Burt Shavitz and his influence on the brand.

Secondary Message

Shavitz’s lifestyle reflects the brand’s overall mission. Strategy 1 Emphasize the memory of Burt Shavitz in a way that reflects his lifestyle.

Tactic 1 Build a memorial garden at the Burt’s Bees headquarters. The garden will be dedicated to Shavitz as a place for employees to take a break at work. It will feature some of Shavitz’s favorite things as well as inscribed quotes and information about his life.

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Evaluation Objective 1 To increase customer awareness of Burt’s Bees’ presence in the natural care market among an additional 10 percent of 18- to 24-year olds by Dec. 2, 2016. We will analyze the following key performance indicators for the campaign output measure:

• Number of increased followers on Facebook, Instagram and Twitter • Number of views on product tutorials • Amount of participation in Burt’s Bees events on college campuses • Amount of hashtag use • Amount of engagement in events such as the campus scavenger hunt and community

garden For the outcome of this objective, Burt’s Bees HR representatives will record and tally the number of likes, shares, comments, retweets, hashtags, and tutorial views on social media accounts before and after the tactics are implemented. This data collection will check and verify Burt’s Bees customer awareness through social media outlets. Objective 2 To raise customer awareness among an additional 10 percent of 18- to 24-year-olds that Burt’s Bees supports and partners with sustainability-driven organizations by Sept. 22, 2016. We will analyze the following key performance indicators for the campaign output measure:

• Coverage of community events in campus newspapers, as well as a sentiment analysis of the content

• Amount of participation in community events For the outcome of this objective, we will record how many individuals attend the events. We will also record how many individuals use the community garden after a period of three days one month after its opening. We will then continue this pattern every three months. Objective 3 To convince 75 percent of Burt’s Bees’ employees that the company’s support of the Pollinator Partnership reflects its “green” values by June 6, 2016. We will analyze the following key performance indicators for campaign output measure:

• Amount of participation in employee forum For the outcome of this objective, we will record how many employees attend and actively participate at the forum. We will also send a survey to employees before and after the forum to

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analyze their understanding of the Pollinator Partnership’s relationship with Burt’s Bees. This survey will be sent to all Burt’s Bees employees and will include 5-10 questions as well as a writing portion to determine the sampling data about prior and post forum knowledge. Indicate on a five-point scale (strongly agree, agree, neutral, somewhat agree, strongly agree) the extent to which you agree with the following statements: 1. The Pollinator Partnership is environmentally friendly. 2. The Pollinator Partnership and Burt’s Bees share similar values. 3. The Pollinator Partnership cares about the bees. 4. The Pollinator Partnership is making a positive difference. 5. The Pollinator Partnership could do more to be transparent in its communication. Information about employees’ age, gender and income will also be asked. Employees will also have the opportunity to anonymously write what they know and believe before the forum and what they learned following it. If issues continue, additional forums and informational seminars will be held. Objective 1 To increase customer awareness of Burt Shavitz as a co-founder and face of the brand by an additional 10 percent of 18- to 24-year old customers by Dec. 2, 2016. We will analyze the following key performance indicators for the campaign output measure:

• Participants’ comments, likes, shares, and retweets on social media pages To evaluate our success, we will hire Qualtrics to conduct surveys in winter 2016 and summer 2016 of individuals on college campuses who have purchased Burt’s Bees in the last year. We will then identify if there was an increase in brand awareness before and after the tactics are implemented. Information about customers’ age and gender will also be asked. Objective 2 To increase employee awareness by 85 percent of Burt’s Bees loyalty to Burt Shavitz as an icon that represents the foundation of the brand by Sept. 22, 2016. We will analyze the following key performance indicators for campaign output measure:

• Count the number of individuals who visit the memorial garden

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To measure the increase in employee awareness by 85 percent, we will conduct an employee survey. The survey will ask employees about their use of the Burt Shavitz Memorial Garden. This survey will be sent to all Burt’s Bees employees and will include 5-10 questions to determine many employees are utilizing the garden. 1. Have you visited the Burt Shaviz Memorial Garden? Yes or No. 2. If yes, how often do you visit? Fill in the blank. 3. Do you enjoy the scenery? Yes or No. 4. Do you know who Burt Shavitz is? Yes or No.

Information about employees’ age, gender and income will also be asked.

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Budget Goal 1 – Enhance Burt’s Bees’ presence in the natural care market as a socially responsible brand: $15,612.19

The total cost for objective one, including all strategies and excluding evaluation: $3,624.84

Objective 1, Strategy 1 – Create a team of representatives for Burt’s Bees at colleges and universities across the United States: $2,699.84

Tactic 1 – Set up information tables on eight college campuses on Earth Day: $1,754.92

• Representatives/interns ($10/hour): $400 o Two representatives per college for two hours o Skype orientation for each team member for three hours

• Representative t-shirts for $11.70 each: $187.20 • Custom table cloth for $28 each: $224 • 300 flyers ($0.49/copy): $588 • Poster for $4 each: $32 • Crafts ($12.50/school): $100 • Burt’s Bees Beeswax Lip Balm to distribute ($7.99/case): $223.72

Tactic 2 – Execute a social media scavenger hunt at each university: $944.92

• Representatives/interns ($10/hour): $160 o Two representatives per college for two hours

• Representative t-shirts reused from previous tactic: Free • 300 flyers ($0.49/copy): $588 • String and paper ($10/school): $80 • 64 lotions to distribute: $26.50 • 64 face scrubs to distribute: $26.50 • Burt’s Bees Beeswax Lip Balm to distribute ($7.99/case): $63.92

Objective 1, Strategy 2 – Use social media to demonstrate how to use Burt’s Bees’ natural care products: $925

Tactic 1 – Post product tutorial videos on all social media platforms: $200 • Two Burt’s Bees employees: $200

o Four tutorials for one month ($25/tutorial) • Beauty products provided: Free • Video camera (cell phone/laptop provided): Free

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Tactic 2 – Create a social media competition: $725

• Videographer intern ($25/hour): $200 o Post to all Burt’s Bees social media platforms and website

for a total of 8 hours • Advertising: $450

o Promoted Facebook post – 300,000 impressions • Care package ($25/package): $75

o Three winners The total cost for objective two, including all strategies and excluding evaluation: $10,087.35

Objective 2, strategy 1 – Use strategic philanthropy to earn goodwill toward Burt’s Bees: $10,087.35

Tactic 1 – Create an event with Farmer Food Share to plant a community garden on three college campuses: $3,442.88

• Event coordinator ($75/hour): $1,350 o Half hour lead time, five-hour event and half hour clean up

– six hours total • Intern ($25/hour): $450

o Half hour lead time, five hour event and half hour clean up – six hours total

• Advertising: $750 o News release to local media: $625 o Account executive ($125/hour): $125

• 300 flyers ($0.49/copy): $220.50 • Crops:

o Carrot seeds ($3.95/pack): $11.85 o Onion seeds ($.95/pack): $5.85 o Cabbage seeds ($3.95/pack): $11.85 o Tomato seeds ($1.75/pack): $5.25 o Apple tree seeds ($4.76/pack): $4.76 o Sunflower seeds ($7.99/pound bag): $23.97 o Echinacea purpurea seeds ($2.95/pack): $8.85

• Garden supplies: Free o Donated from Farmer Food Share

• Snacks and refreshments: $600

Tactic 2 – Create event with Pollinator Partnership during Pollinator Week, June 20-26, 2016 on three campuses: $6,644.47

• Event coordinator ($75/hour): $1,350

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o Half hour lead time, five-hour event and half hour clean up – six hours total

• Intern ($25/hour): $450 o Half hour lead time, five hour event and half hour clean up

– six hours total • Custom table cloth reused: Free • Vendors ($500/campus): $4,500 • 300 flyers ($0.49/copy): $220.50 • Advertising (Burt’s Bees social media platforms): Free • Crafts: $100 • Burt’s Bees Beeswax Lip Balm to distribute ($7.99/case): $23.97

The total cost for objective three, including all strategies and excluding evaluation: $1,900

Objective 3, Strategy 1 – Hold a seminar for employees to learn about the Pollinator Partnership and its assistance to the Burt’s Bees mission and vision: $1,900

Tactic 1 – Create video of an inside look at the Pollinator Partnership: $750

• Media employee ($50/hour): $750 • Pollinator Partnership employee interview: Free

Tactic 2 – Hold an open forum for employees to speak freely about their opinions on the Pollinator Partnership for two hours: $350

• Employee speaker ($75/hour): $150 • Conference room: Free • Snacks and refreshments: $200

Tactic 3 – Create a survey for employees to take before and after viewing the video and the participation of the seminar: Free

• Employee survey: Free • Agency research analyst ($200/hour): $800

o Four hours total

Goal 2 – Improve Burt’s Bees reputation of its relationship with deceased co-founder Burt Shavitz: $57,295

The total cost for objective one, including all strategies and excluding evaluation: $2,250

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Objective 1, Strategy 1 – Use social media to establish the relationship Burt’s Bees has with Burt Shavitz: $2,250

Tactic 1 – Post “Throw Back Thursday” photos of Shavitz every Thursday for a month: $450

• Advertising: $450 o Promoted Facebook post – 300,000 impressions o Photos of Burt: Free

Tactic 2 – Create a “Where’s Burt” campaign for eight college campuses: $1,800

• Representatives ($10/hour): $800 o Crafting and placing clues around campus for five hours

total • Gift certificates ($50/campus): $200 • Crafts: $800 • Advertising (Burt’s Bees social media platforms): Free

The total cost for objective two, including all strategies and excluding evaluation: $55,045

Objective 2, Strategy 1 – Emphasize the memory of Burt Shavitz in a way to reflect his lifestyle: $55,045

Tactic 1 – Build a memorial garden at the Burt’s Bees headquarters: $55,045

• Landscape architect: $25,000 • Materials: $30,000 • Burt’s Bees annual newsletter: $45

The total cost of this public relations plan: $72,907.19

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Timeline Fourth Quarter ◄ March April 2016 May ►

Sun Mon Tue Wed Thu Fri Sat 1

2

3

4

5

6

7

8

9

10

11

12

13

14

15 Post on All Social Media Platforms about Earth Day







22 Earth Day Set up University Info Tables

23

24

25 Evaluation of Event Attendance

26

27

28

29 Post on Social Media About Future Community Garden Event

30

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◄ April May 2016 June ►



3


5

6

7

8

9

10


12

13

14 Hold Community Garden Event Post on Social Media about Event

15


17

18 Evaluate Results of Customer Surveys

19

20

21

22

23

24

25 Post on All Social Media Platforms About Community Garden

26

27

28

29

30

31

Notes:

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◄ May June 2016 July ►


Post on Social Media About Future Pollinator Partnership Event

2

3

4

5

6 Post on Social Media About Future Pollinator Partnership Event

7

8

9

10 Begin Analysis of Community Garden Usage Post on Social Media About Future Pollinator Partnership Event

11 Continue Analysis of Community Garden Usage

12 Complete Analysis of Community Garden Usage

13

14

15 Post on Social Media About Future Pollinator Partnership Event

16

17

18

19

20 Hold Pollinator Partnership Events Post on Social Media About Pollinator Partnership Event






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◄ May June 2016 July ► Sun Mon Tue Wed Thu Fri Sat



28

29

30

Notes:

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First Quarter ◄ June July 2016 August ►


2

3


5

6

7 Record Social Media Involvement

8

9 Start Social Media Competition Post on Social Media Platforms About Competition

10

11 Post on Social Media Platforms About Competition

12

13


15

16

17

18

19


21

22 Post on Social Media Platforms Announcing Finalists

23 Announce Winner of Social Media Competition

24

25 Analyze Social Media Involvement

26

27

28

29

30

31

Notes:

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◄ July August 2016 September

► Sun Mon Tue Wed Thu Fri Sat

1


3

4 Post “Throw Back Thursday” Photo to All Social Media Platforms

5

6

7


9

10


12

13

14

15

16

17


19

20

21


23

24


26

27

28


30

31

Notes:

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◄ August September 2016 October ►


2

3

4

5

6

7


9 Begin Analysis of Community Garden Usage



12

13

14

15

16

17

18

19 Create Pollinator Partnership Info Video

20

21


23

24

25

26

27

28

29

30

Notes:

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Second Quarter ◄ September October 2016

November ►


2

3

4

5 Hold Employee Forum Distribute Employee Survey

6

7

8

9

10 Evaluate Employee Survey Data

11

12

13

14

15

16

17

18

19 Begin Conducting Customer Surveys

20

21 Post Updates on Social Media Platforms

22

23


25

26

27 Post on All Social Media Platforms About Upcoming Beauty Tutorial

28

29

30

31

Notes:

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◄ October November 2016 December ► Sun Mon Tue Wed Thu Fri Sat

1

2 Post on All Social Media Platforms About Upcoming Beauty Tutorial Videos

3

4

5

6


8


10

11

12

13

14

15

16



19

20

21 Post Beauty Tutorial 1 on All Social Media Platforms

22

23


25

26

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◄ October November 2016 December ► Sun Mon Tue Wed Thu Fri Sat

27


29

30

Notes:

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◄ November December 2016 January ►



3

4


6

7


9 Begin Analysis of Community Garden Usage




13


15

16

17

18

19

20

21

22 Post on All Social Media Platforms About Future “Where’s Burt” Campaign

23

24

25

26

27 Post Update on All Social Media Platforms About Community Garden

28


30

31

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Third Quarter ◄ December January 2017 February ►


2

3

4

5

6



9

10


12 Begin “Where’s Burt” Campaign

13


15 Post on All Social Media Platforms About “Where’s Burt” Campaign

16

17

18

19 Post on All Social Media Platforms About “Where’s Burt” Campaign

20

21

22

23

24

25

26

27 28

29

30

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◄ December January 2017 February ► Sun Mon Tue Wed Thu Fri Sat

31

Notes:

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◄ January February 2017 March ► Sun Mon Tue Wed Thu Fri Sat

1

2

3

4

5

6

7

8 Begin Building Memorial Garden

9


11

12

13

14

15

16 Post on All Social Media Accounts About Progress of Memorial Garden

17

18

19

20

21



24

25 Post on All Social Media Platforms About Future Grand Opening of Memorial Garden


27

28


Notes:

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◄ February March 2017 April ►


2

3 Post on All Social Media Platforms About Grand Opening of Memorial Garden

4

5

6

7 Grand Opening of Memorial Garden

8 Post on All Social Media Platforms About Campus Scavenger Hunt

9


11 Post on All Social Media Platforms About Campus Scavenger Hunt

12 Begin Campus Scavenger Hunt

13


15

16 Evaluate Usage of Memorial Garden

17

18

19

20

21

22 Analyze Usage of Community Garden

23

24

25

26

27

28

29

30

31

Notes:

Key Goal 1 Tactics= Blue Goal 2 Tactics= Orange Evaluations= Black

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Team Bios

Rylee Croce Croce is a junior public relations major at the University of Oregon School of Journalism and Communication. She was an intern at the City of Happy Valley last summer, where she assisted with community relations and events. Last summer she also worked at Harper Houf Peterson Righellis Inc. as a marketing intern, where she assisted with marketing tasks. Her favorite Burt’s Bees product is the peony tinted lip balm.

Hannah Minton Minton is a senior public relations major at the University of Oregon School of Journalism and Communication. She is the public affairs intern of Lane Regional Air Protection Agency. Her responsibilities include writing news releases, managing social media, composing quarterly newsletters, and creating informational brochures. Her favorite Burt’s Bees product is the Beeswax Lip Balm.

Kailey Regoli Regoli is a senior public relations major at the University of Oregon School of Journalism and Communication. She is an account supervisor at Allen Hall Public Relations. Her team’s client is the SOJC Public Relations Portfolio reviews. She is responsible for directing a team of four to plan and execute portfolio reviews for every public relations student. Her favorite Burt’s Bees product is the Beeswax Lip Balm.

Cassie Serra Serra is a junior public relations major at the University of Oregon School of Journalism and Communication. She was the communication intern at Upstart Crow Studios and worked as a community assistant for CA-Ventures. She was responsible for creating media kits and running social media accounts. Her favorite Burt's Bees product is the cranberry and pomegranate sugar scrub. Ashlee Sutherland Sutherland is a junior public relations major at the University of Oregon School of Journalism and Communication. She is the social media intern at Willamette Resources and Educational Network. As a student intern, Sutherland is responsible for innovative strategies to promote the nonprofit organization. Her favorite Burt’s Bees product is the hibiscus tinted lip balm.

Documents

3XEOLF5HODWLRQV 3ODQ - · PDF fileGoals, Objectives, Messages, Strategies, ... In order achieve the goals of this campaign, many of the tactics take place on ... and other social media