|
Prepare an outline plan which shows how PR could contribute to the launch of a new soft drinks brand aimed at young people.
• target audiences
SAMPLE PR PLAN – LE VIN ROSE SITUATION ANALYSIS Le Vin Rose is an up market chain of wine retailers and vineyards, appealing to an ABC1 target market and trade customers. In France, the company reputation as revealed by a recent Communications Audit, is very good across the whole range of publics. The company wishes to transfer that image to the UK market. The recent take-over of a chain of 50 Waterloo Wine shops makes Le Vin Rose the major shareholder and the decision has been taken to change the UK company name to Le Vin Rose, and refit all of the retail outlets on a rolling basis - one per week as the shops are spread throughout the UK. No news of the take-over has been given to the outside world.
1. To ensure that 90% of employees stay with Le Vin Rose throughout the year to lessen hostility from outside parties and to maintain the level of customer service. 2. To ensure that no other shareholders in Waterloo Wine sell their shares in the company within the first year. 3. To successfully launch Le Vin Rose products onto the UK market with an upmarket image, including five national, 20 regional, 12 consumer magazine pieces of positive media coverage in one year. STRATEGY • To reassure employees of their future with Le Vin Rose through both personal and written communications. • To sell in Le Vin Rose at a media conference to journalists, thereby indirectly reaching opinion leaders and other shareholders. • To communicate with customers and the media through the launch of the flagship shop in London, followed by local launches throughout the country, with the message of the excitement of France. • To follow up the launch with a range of activities - combining exhibitions, sponsorship, competitions and media coverage throughout the year, designed to retain the attention of customers, media and other publics. PUBLICS
Customers Trade – hotels, restaurants, local businesses
TACTICS Short Term 1. Cascade briefing for store managers, complete with written information for them to take back to their stores containing company profile, questions and answer leaflet, timetable of when directors will be visiting their shop for personal discussions and of training programmes whilst the shops are being refitted.
• Journalists, relevant shareholders, major customers, shop managers (so that they can see how the launch is handled), plus a celebrity associated with wine (for example Jilly Goolden, Oz Clarke), depending on who available and their charges. • The consultancy will handle the launch and then will provide a manual for the store managers so that they can then arrange their own openings within the same format, using local celebrities or mayors as appropriate. A budget of say £500 can be allowed for each outlet. • Cheese and wine will be served, and there is the possibility of a tie in with a local French delicatessen. The guests will be served by employees in traditional French dress, and will receive an information or media pack. Throughout the Year 1. Employees will be kept in touch with a monthly newsletter, which will include news, personalities, incentive schemes, details from France etc.
BUDGET £ Fee (40 days at £900 per day) 36,000 Press Conference 800 Press and Information packs 2,000 Flagship opening 15,000 Celebrity fee 20,000 49 shops x £500 budget 24,500 Facility visits 10,000 Sponsorship 20,000 Competitions (including prizes) 10,000 Newsletters 800 Expenses 4,000
Contingency 15,000
TOTAL £158,100
The campaign will be measured by :
|
 |
|||
| 网站地图 |
