Group3-Gigabites-PlanBookFinalEdit

A PR Campaign Proposal for Gigabites Cafe

Rob Canning | President

Josh Brown | Account Executive

Olivia Perkins| Editorial Director

Annalee Schuette | Research Director

TABLE OF CONTENTS

Executive Summary ....................................................... 2 Agency Overview ........................................................... 3 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

1

Executive Summary

Lee Clark Public Relations proposes a year-long “standing” public relations campaign for

Gigabites Café. In the pages that follow, the agency outlines the implementation of four specific

tactics designed to increase community awareness of Gigabites throughout Calloway County. The

plan is based on primary and secondary research conducted at Murray State University and in the

college town of Murray, Kentucky. The agency believes strongly that implementation of this plan

will help the new business grow and achieve its goals and objectives.

2

Agency Overview

Tagline: Big Ideas for Small Business

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

plans that assist small businesses in communicating with a broad range of publics, and allows them

to do so with the highest level of ethical integrity, professionalism and excellence.

Meet the 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 client’s publics and include

primary and secondary research.

3

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

4

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, Men’s 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


5

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

6

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)


7

Corporate Background: Gigabites

Andrew Pilgrim, owner of Gigabites Café, previously owed another business in Murray. For nearly

six years he ran “PC Re-Store,” a computer sales, parts and repair company. He ended that venture

just over a year ago to pursue a bigger dream and fill a necessary niche in the college town of

Murray.

This second business venture involved a lengthy renovation and jumping into the restaurant

business. A major challenge was meeting all required building codes. While the codes for restaurants

with residential living above are tedious in Murray, Pilgrim persevered for almost a year and a half

refining the details that would ultimately create Gigabites. After all the hard work, the cafe opened

its doors in the fall of 2013. Gigabites Café has been open for several months and is generally well

received by customers.

Pilgrim envisioned Gigabites as a place where students could come to relax, study and enjoy coffee

and healthy meals. Murray has lacked an actual “deli” in the past. Gigabites is designed to serve the

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

comforts of home and an atmosphere conducive to quiet study and group meetings. With free Wi-

Fi, patrons can spend several hours cramming for exams while also enjoying outstanding food and

coffee.

8

Situation Analysis

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

characterizes itself as an Internet café, coffee shop, deli, music venue and computer repair center.

Gigabites’ strengths include an easily accessible location near campus, a strong Wi-Fi hotspot,

unique atmosphere, good food and friendly service. Weaknesses include the owner’s past reputation

as a business owner in Murray, the lack of an identifiable mission and rampant misunderstanding of

the product line.

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

to scale down a too-broad offering and focus on one business goal at a time. It cannot market itself

as a coffee shop/deli/computer store/entertainment venue all at once. Through primary research,

we learned that the majority of students 1) Can’t locate Gigabites 2) Have never been to Gigabites

or 3) Don’t understand what Gigabites offers.

9

Central Problem Statement

Gigabites’ is having an identity crisis. It cannot be five different types of businesses at once and

needs to establish a central identity before consumers become too confused.

10

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 County’s 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 full-time Murray

residents with its wide variety of menu items, charming ambiance and free Wi-Fi.

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

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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

12

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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 they’re 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 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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Sample Instagram and Twitter Profiles

Twitter

Instagram

15

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 You Study

2. Tuesdays = Half-Off Coffee: Click for Details

3. Open Mic Fridays: Support Your Local Artists

4. Deli Meat Sandwiches Cut Fresh Every Morning

5. Gigabites Voted Best “Cup of Joe” in Murray

6. Bring Your Study Group to Gigabites

7. Have Your Sunday Lunch Out: After-Church Specials

16

Sample E-Blast

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Tactic: 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 LOGO

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 deli’s 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 didn’t 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 didn’t 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.”

19

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.

20

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 University’s 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 café.

21

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



22

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



23

Line Item Budget

1,000 Gigabites brochures $400

250 Free Samples – Food cost 250

250 Samples coffee 150

E-Blasts (Constant Contact platform fees over 6 months) 120

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

Total:

$920

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Evaluative Measures

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

A post-campaign survey after 10 months will measure the increase in overall awareness.

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 Results

27

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Calloway County Census Data