PRIMA GROUP| 1

COMMUNICATIONS STRATEGY & PLAN

Prepared by Publicist PR Consultants

Confidentiality: The information in this document is proprietary to Publicist PR Communications. Publicist PR Communications submits this document with the understanding that it will be held in the strictest confidence and will not be disclosed, duplicated or used, whether in part or in whole, for any purpose other than for the evaluation of Publicist PR Communications’ qualification, without the prior written consent of Publicist PR Communications. Publicist PR Communications may enforce any right arising from any infringement of intellectual property rights from the content of this document.

Prima Group

PRIMA GROUP| 2

CONTENTS

1. Brand Story2. PR Objectives3. Key PR Messages4. Overall PR Strategy 5. Current PR clippings6. PR Angles and Activities7. Targeted Media List

PRIMA GROUP| 3

BRAND STORY

• Founded in 1961 as the first flourmill in Singapore, and one of the pioneer flour millers in Southeast Asia. This was in response to the Singapore Government's encouragement of foreign investments in its industrialisation program.

• From a modest flour miller, Prima has grown steadily to become an industrial group with international operations. Although we have diversified into other areas, our primary activities continue to remain in the food and allied industries.

PRIMA GROUP| 4

TARGET AUDIENCE FOR PR CAMPAIGN

Target Audience• Caterers• Restaurants• Vendors• “Foodies”• Homemakers/ Housewives

PRIMA GROUP| 5

KEY MESSAGES

• They are a home-grown bakery “Authentically Singaporean”• They are the longest-running Singapore food franchise “Established”• Blends Western and Asian style baking “One-of-a-kind”• Baking at its finest “Expert in-house techniques”

PRIMA GROUP| 6

PR STRATEGY

• Create/ reinforce brand• Control impact of negative publicity• Build goodwill• Generate sales/ leads• Inform/ create positive perceptions

PRIMA GROUP| 7

CURRENT PRESS CLIPPINGS

PRIMA GROUP| 8

CURRENT PR CLIPPINGS

PRIMA GROUP| 9

PR ANGLE: PRIMA TOWER

• “Nothing tastes as good as home feels”– Prima Tower has been serving up delectable Beijing cuisine to loyal customers

and Fareast food enthusiasts since the 1970’s – Taps into pathos appeal i.e. Nostalgia– Families continue to patronise Prima Tower to indulge in the breathtaking 360-

degree view of Singapore’s famous landmarks, Sentosa, the Merlion, etc

PRIMA GROUP| 10

PR ANGLE: PRIMA TOWER

• “Signature Master Chef in all his culinary glory”– Awards/ Achievements Angle: – Awarded ‘Gold with Distinction' in Simply Dining 2008.– Singapore's Top 100 Signature Dish Award 2006 organized by Eat Me.– Chef Chan was awarded an Honorary Award in the Singapore Gourmet Hunt in

2005. – The ‘Royal Copenhagen Top Restaurant Award' for 1996, 2001 and 2002.– Chef Chan assisted Pasir Panjang Grassroot Organisations in achieving the World

Longest Noodle Breaking Record in Guinness Book of Records in 1999

PRIMA GROUP| 11

PR ANGLE: PRIMA TOWER

• Proposed event: Prima Tower’s “Pearl Anniversary”– Celebrating over 30 years of experience in cultivating authentic and exquisite

chinoisories since establishment in 1977 as Singapore’s one and only sky-view revolving restaurant

PRIMA GROUP| 12

PR ANGLE: iBake

• “iBake”- off/ Recipe Swap Challenge– Community engagement effort of the Prima Group– Held quarterly at Prima Deli outlet/ iBake café– Invite homemakers, tastemakers, housewives to compete in baking a winning

dish/ dessert/ delicacy that will be produced and sold at Prima Deli stores for the rest of the month

PRIMA GROUP| 13

PR ANGLE: iBake

• 12 Months of “Baking Bliss”– Educational Angle: Monthly series featuring newsletter with all things related

to Baking, e.g. recipes sharing, baking workshops, new equipment/ tool– Festive Angle: Prima Deli to organise a booth at each monthly special event,

e.g. St Patrick’s Day in March, Oktoberfest in October, etc, Valentine’s Day in February and feature new creations e.g. special themed-desserts

– New tagline for each occasion e.g. “All you KNEAD is Love” on Valentine’s Day

PRIMA GROUP| 14

PR ANGLE: NOODLE PLACE RESTAURANT

• Noodle Place Restaurant’s Chef Chui – Former Executive Chef of Mak’s Noodle in Hong Kong joins PFS, as the Head

Consultant– Famous for its wanton noodles and congee, Chui has revamped Noodle Place’s

signature, congee and roasted meat for an authentic Hong Kong experience.

PRIMA GROUP| 15

PR ANGLE: NOODLE PLACE RESTAURANT

• Newly renovated restaurant front– If there are any exciting new dishes to expect which would make a new,

improved dining experience

PRIMA GROUP| 16

PR ACTIVITY: NOODLE PLACE RESTAURANT

• Host a food tasting session for the targeted media to showcase newly renovated restaurant front– To engage them in understanding and awareness of the signature dishes offered

by the restaurant

PRIMA GROUP| 17

PR ANGLE: PRIMA TASTE KITCHEN

• PRIMA kitchen – preserving the Singaporean heritage – Distinctly Singaporean ambience accented with Singapore scenes – Quick-service restaurant that serves a selection of local favourites: Crispy Soft

Shell Chili Crab, Fish Head Bee Hoon and Laksa Fried Rice, Hainanese Chicken Rice, and Singapore Curry Chicken

PRIMA GROUP| 18

PR ACTIVITY: PRIMA TASTE KITCHEN

• Let’s Get Cooking with Prima Group– ‘Live’ cooking demonstrations through the showcase kitchen – Invite local chefs to demonstrate at the cooking show

PRIMA GROUP| 19

TARGET MEDIA LIST – Tier 1Offline/ print: Young Parents, 8Days, CLEO, Cosmopolitan, Epicure, Wine & Dine, Singapore Tatler Dining, Makansutra, Harper’s Bazaar, TODAY, The New Paper, The Straits Times

Online: • Food bloggers: Ladyironchef, Gninethree, Eatwhattonight, Sgfoodonfoot,

TheFoodieliciousWorld, iEATiShootiPost, MissTamChiak, Six-and-seven, Camemberu, 365days2play, etc

• Media: TimeOut Singapore, AsiaOne, LifestyleAsia, Expat Living

PRIMA GROUP| 20

THE PUBLICIST PR TEAM

PRIMA GROUP| 21

Cecilia Tan is a senior PR & Brand Consultant. She takes a strategic approach to public relations and branding overseeing Publicist’s fashion and lifestyle brand development and event creation to fulfill client goals and objectives. She brings a wealth of experience in the entertainment, hospitality and fashion.

She started her career as a lifestyle and beauty journalist before moving to PR agency whose clients included Nike, Tiger Beer, American Express, Lee Hwa Jewelry and Coke.

She then moved to specialize in both corporate PR and consumer PR for blue chip clients such as Procter and Gamble, Olay, SK II, Omega Time pieces, Empire Hotel, Courts Singapore, Qantas Airlines and Pan Pacific Hotel. Cecilia is a co-founder of Publicist PR.

From 2008 -2010, she has also spearheaded a regional rebranding project for one of Singapore’s largest medical practice groups as well as $300 million dollar regional rebranding campaign for multiple FMCG brands. Cecilia holds a bachelor degree from National University of Singapore and an MBA with Manchester Business School.

OUR TEAM

PRIMA GROUP| 22

WHAT MAKES US GREAT

Part of what makes Publicist PR a much sought after agency is because of our passion for strong results.

We guide our clients to share their brand story by creating headlines accompanied by rich stories. Powered by drive and passion, we know the news, the web and what creates news.

We love what we do and are excited with what you can do.

PRIMA GROUP| 23

THANK YOU

We look forward to working with you in the future.

To follow up, please contact:

Cecilia Tancecilia@publicistpr.com65 9835 1082

Publicist PR Communications1557 Keppel Road, 04-23Singapore 089066www.publicistpr.com