Men-targeted gift baskets are few and far between in the Southern Missouri area and Manly Cans has the opportunity to meet the needs of a niche market that has been underserved for many years. By creating a gift basket that is thoughtful, yet completely practical, Manly Cans has the opportunity to help out women looking to buy something for the men in their life. Since this is a new product and many opportunities to get the news about Manly Cans out to an unknowing set of publics.

The purpose of this campaign is strictly educational; the process of creating a campaign for Manly Cans is an excellent opportunity to learn more about being a public relations professional.

Opportunity Statement

Statement of Purpose

The goal of the campaign is to increase awareness of the Manly Cans business and its products.

Partner with two area businesses by July 31, 2016 to obtain

more local products

Create a new line of cans (3-4 cans) that fit with holidays and sports

in Aug. and Sept. by June 30, 2016

Continually create feelings of goodwill between Manly Cans and the

Springfield community

Raise Manly Can Facebook page likes by 500 from Aug. 1 to Sept.

30

Launch Manly Cans Twitter account by May 1, 2016

Goal

Objectives

Partnering with area businesses: Negotiate with Eb Latheworks to get shaving supplies that are handcrafted Purchase Andy’s gift cards to put in the cans

Creating new lines of cans: Partner with four sports teams for sports cans Create “Handy Can” for four professions for Labor Day

Ongoing, positive community outreach: Donate items to local nonprofit Donate 5-percent of sales to prostate cancer research

Facebook engagement: Create 6 new Facebook ads Have a giveaway contest for those who “like” and “share” a post from Manly Cans

Twitter launch: Post links to Manly Cans website Post announcements for deals and contests Repost Facebook content to gain more followers

A similar American company called Man Crates, which started up in 2011 with only $1,000, is now a multi-million dollar company with several investors on its side. CEO Jonathan Beekman’s main target is men, surprisingly, and not women. The startup even created “Palentines Day” (like Valentine’s Day), a gift-giving day just for men and their pals. This is because he considers men to be bad at gift-giving and sees his product as a convenient and unique way to do that. With this method in mind, Man Crates now has national media coverage and consistent rises in revenue annually. Our proposal to start donating sales was inspired by a campaign run by Belk, in which the clothing store began donating 2.5% of sales to community cause. Belk was successful in increasing customer loyalty. (Meg Johnson’s case)Our proposal to use social media to make humorous posts was done before by Hallmark. In Hallmark’s #BirthdayFail campaign, Hallmark understood that reach young mothers (a public that will buy Manly Cans as gifts), they needed to use humorous social media posts. Hallmark was successful, not only in raising birthday card sales, but sales overall. Our proposal to use a survey to gauge the community’s goodwill toward Manly Cans was done by Netflix. Surveys were sent out to customers to gauge how they felt about the term “binge-watching” and what customers thought Netflix focused on producing. Using this data, Netflix was able to measure the success of its informational/persuasive campaign.

Strategies

Research

Eb Latheworks and Andy’s: Reach out to Eric Johnson through FB message to discuss purchasing items in bulk below

retail price Reach out to local office to negotiate getting Andy’s gift cards below actual value of cards Reach out to local breweries for potential beer incorporation

Sports incorporation: Reach out to KC Royals to officially license a themed bucket Reach out to St. Louis Cardinals to officially license a themed bucket Partner with Springfield Cardinals to sell Cardinals themed buckets at baseball games

(inning swap entertainment shows)

The “Handy Can:” Reach out to locally owned hardware store to purchase tools for: Plumber, Electrician,

Carpenter and Car Mechanic

Nonprofit and cancer research contributions: Donate $150 “Monster Bucket” to OPT Contact Prostate Cancer Foundation

Facebook advertisement: Create 2 ads for regular line of cans Create 2 ads to be sent out 1 month before Labor Day Create 2 ads to be used to promote contest Spend $5 a day to use the Facebook Ad System

Facebook engagement: Give away a can special made for the event that is not available outside of contest, but

still in same league of regular cans

Twitter engagement and growth: Post these links that include references to current contest or reasons to buy (insert “handy

Can” here) a can Create hashtags for contest participants to use Use Facebook ads already created Use content (reviews for customers) from followers on FB

TacticsEvaluation Measurement

Measure page likes at beginning of campaign and at the end of campaign

Measure amount of followers before and after the running of the campaign

Review number of business partnerships at the beginning and end of campaign

Measure number of Twitter followers at the beginning and end of campaign

Create and launch a public survey on Survey Monkey asking questions pertaining

to awareness of Manly Cans and overall image in the Ozarks

Review how many partnerships were created during this campaign, as well as

business who have reached out to Manly Cans

Execution Timeline

Budget

SOCIAL MEDIAFacebook advertisement $300 (two months)NEW PRODUCTNew Can Lines $80/can DONATIONSOPT tele-auction $150Prostate Cancer Research 5-percent of revenueTOTAL $Unknown

With the Division Series approaching in early October, baseball fans – no matter for the St. Louis Cardinals or 2015 World Series winning Kansas City Royals – want to support their teams with merchandise. And especially in the Ozarks, sports bring communities together. Whether you prefer the blue or red team, Manly Cans can offer unique gifts just for sports lovers.

Manly Cans is the perfect gift for the practical sports fan in your life. We don't waste your money on frills and bows - even the package could be used as a cooler! And we don't stop there - we go even further by donating 5% of our sales to the Prostate Cancer Research Center, which helps out men in need.

Campaign Theme & Key Message

Supporting Documents

Example social media posts:1. “Do right by #NationalHotDogDay and head out to the ballgame with a fun-packed Royals

or Cardinals-themed Manly Can. Here’s to finding your happy place: http://bit.ly/ZZZZZ”

2. “Have a Handy Man in your life? ‘Handy Cans’ are available now; featuring manly household items that help him get the job done. Give him the gift of letting him do what he does best: http://bit.ly/ZZZZZ”

3. “Going to the @Springfield Cardinals game tonight? Be sure to to purchase a limited edition "Cardinals Can", made for only the most dedicated Cardinal fans. Go Cardinals! http://bit.ly/ZZZZZ”

4. “Celebrate 113 years of legendary baseball with your team’s Manly Can, now with Mothers Brewing Co. beer. Nostalgia never tasted so great!: http://bit.ly/ZZZZZ”

5. Tired of kissing a porcupine? Get yourself (and your man) the gift a smooth shave with the Barbershop Can. Featuring shaving accessories from EB Latheworks, you can kiss that porcupine goodbye! http://bit.ly/ZZZZZQualifications

Stephanie has worked in the media industry for a total of three years and is currently a Web Producer at KY3, Inc., writing and self-editing articles, creating social media content and posting photos, video and stories to the KY3, Ozarks Sports Zone and KSPR websites. She is also knowledgeable in web development and design, and is currently assisting Missouri State University with its academic website conversion – in which the entire missouristate.edu website will be responsive and mobile-compatible within the next two years. Stephanie is also familiar with raising awareness and promoting an idea positively as the President of a new nonprofit in the Ozarks called Health Haven Botanical Gardens.

Ozarks Public Television hosts a bi-annual tele auction to raise funds for its programming. This event reaches an audience spread over 57 counties that are more likely to have disposable income and a deeper appreciation for company that use local products.

This agreement is made this _____ day of ______________, between and among Manly Cans and the communications consultant team from Missouri State University comprised of Stephen Carr and Stephanie London. The above proposal outlines objectives to be completed by the team to raise awareness and increase revenue for Manly Cans – a new company in the Springfield, Missouri area.During the completion of this project Manly Cans agrees to:

Provide the consultant team with information and materials for its Aug. – Sept. 2016 campaign

Meet periodically in person or by email to evaluate and consider improvements

During the completion of this project the consultant team (Stephen Carr and Stephanie London) agrees to:

Cooperate with client to launch and complete an awareness campaign for Manly Cans Provide client with reports on the status of the campaign Meet periodically in person or by email to evaluate progress Facilitate and coordinate the exchange of information among all participants in the

project.

Statement of Agreement

Stephen has passion for communication and understands the role it plays in breaking or making a business. Majoring in Public relations, Stephen has almost completed his junior year at Missouri State University. Throughout his college career he has created multimedia presentations, video PSAs and worked through multiple communication campaigns in class. Stephen currently works as a marketing and events intern at Ozarks Public Broadcasting and helped in raising awareness and funds for OPB.

The consulting team agrees that all materials shall be kept strictly confidential and shall not be used by any team member other than for the purposes outlined in this agreement. The team also agrees to provide Manly Cans with final copies of all materials prepared throughout the course of the project. By signing this agreement, Manly Cans agrees to the outlined proposal and the terms listed above. Furthermore, everything within this proposal was strictly for educational purposes and the Missouri State University students will not be receiving funds from the campaign.

__________________________ __________ __________________________ __________Jeni Huelskamp Date Stephen Carr Date

__________________________ _________Stephanie London Date