strategic PR plan

         

Public relations fundamentals 

Strategic PR plan

Even with the decline of the low-carb diet fad, negative Perceptions about carbohydrates, including potatoes, still Persist. Even more misunderstood; according to your client McCain Foods is the French fry. According to your client, this Canadian favourite is demonized in the media because of Issues of obesity and inferior food choices available in schools. And, for the first time, foods are being labeled as “good” or “Bad” at the government level.

Develop a strategic PR plan to educate Canadians about the positive nutritional attributes of potatoes and oven –baked French fries, especially McCain super fries.

   Situation Analysis
 

McCain superfries   “it’s all good”  

Strength 

•   McCain has a wide range of delicious tasting side dishes made using real simple ingredients.
•  McCain super fries are 100 percent real potatoes and vegetables paired with simple ingredients including a carefully selected blend of herbs and seasoning.
•  They’re also trans fat free, low in fat and have no artificial colours or flavours so you can feel good about serving them to the entire family.
• McCain Baked potatoes are a good source of carbohydrate

    Weaknesses

• ·    The negative perception of French-fries as being unhealthy.
•      Decrease in customers due to potatoes being demonized.

 ·     Opportunities   

•      Baseline business experience
•     Extending business

 Treats

•  Other restaurants serving French fries
•  New competitions

   

 Objectives

•       To change the negative perception of McCain oven baked fries and super fries.
•  To educate Canadians about the nutritional minerals and essentials in McCain oven baked fries
•      To maintain current customer base and increase clientele.
•    To educate Canadians about the positive nutritional attributes of potatoes and McCain oven baked fries.

    Audiences
 AlliesHigh Schools, universities - interest to maintain a healthy diet for student and staff.
 

NeutralsCanadian Government food department –Interest- to maintain a healthy diet for the community


Adversaries
Parents-To ensure children are being fed with healthy food in School cafeterias.    Strategy
 

•    Public relations team to design a sample health choice menu listing all the essential minerals in potatoes.
•    Design a Website specially designs to promote Champaign, and encourage people to sign up.
•  Give out free McCain food trials

Communication channels

Media relationsNewspaper, TV, community newspapers

Social mediaFacebook, twitter
    
Key messages
 

•    McCain Oven baked potatoes are a healthy source of vitamin c, Fiber, and minerals
•  McClain French fries are a very nutritional source of carbohydrate, and very essential for the human body

• All McCain French fries are trans fat free, cholesterol free and are low in saturated fat.
•    McCain super fries are very delicious and are well prepared.

    

Tactics

•    Distribute media kits to local news sources

 

• By organizing news conferences, explaining the nutritional facts of McCain supper fries and oven-baked potatoes.

• ·  Parent Teachers conference and educate them about the campaign.

    Showcase the different healthy wide selection of McCain oven baked fries in   schools 

•  Put up videos on YouTube to raise awareness

• Give out free coupons, organize free food testing sessions.

    Big fun idea

• Ask consumers to take pictures of their McCain oven baked fries (after being prepared) and tag McCain on Facebook. The picture that gets the most likes winner gets100 voucher every week

 Celebrities  endorsement - Winnipeg blue bombers

  
 
Measurements
·      How much people get engage on the online activities.
·      How many hash tags McCain super fries is mention in
·      Updating Facebook status and see how people respond with their comments.


Any questions?????????

Target Canada grand opening

                                      

                                                       Tow # 4

  

The long wait is finally over,“Target “USA is finally coming to Canada. Target is an American retailing company headquartered in Minneapolis, It is the second-largest discount store in the United States, behind Walmart. The company is ranked at number 33 on the fortune 500 as of 2010 and is a component of standard. Its bullseye trademark is licensed to west farmers, owners of the separate Target Australia chain, which is unrelated to Target Corporation.

The company was founded in 1902 in Minneapolis as the Dayton Dry Goods Company, though its first Target store was opened in 1962. Target grew and eventually became the largest division of Dayton Hudson Corporation, culminating in the company being renamed as Target Corporation in August 2000. On January 13, 2011, Target announced its expansion into Canada. Target will operate 100 to 150 stores in Canada by 2013,through its purchase of leaseholds from the Canadian chain by Zellers.

For Target’s first official opening in Canada, the company has put together an amazing line up of events for all its amazing and potential customers.

On December 8, 2012 at 9am, the first Target store will be officially open in canada. As a token to show it's customer appreciation, the company will be organizing a free public breakfast from 8am to 12pm at 500 keneston Blvd. It will be an amazing and wonderful time for customers to come together and experience a warm and inviting atmosphere. Target's number one priority is customer satisfaction,we will be accepting questions, concerns or comments. Come out and enjoy a wonderful evening, invite  your friends, families and love ones to come out an make this event a memorable one.the first 200 visitors get $50 gift card towards their first purchase towards anything in the store, for more information contact www.coperate.target.ca