Public Relations Campaign Justin Wood

Table of Contents

Campaign Overview…………………………………………………..2

Situation Analysis...……………………………………………………3

S.W.O.T. Analysis…..…………………………………………………...4

Competitive Analysis...……………………………………………….5

Campaign Theme.………………………………………………………6

Target Audiences...…………………………………………………….7

Campaign Execution…………………………………………………..8

Advertising Campaign...……………………………………………11

Budget…………………………………………………………………….14

Timeline………………………………………………………………….15

Evaluation……………………………………………………………….16

Survey…………………………………………………………………….17

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Campaign Overview

The Prepared Pantry located in Rigby, Idaho is a unique business focused on selling pre made mixes for your bread machine over the internet and in the store. This company has humble beginnings when it first started in Dennis Weaver’s garage with only one employee. Recently the small business was able to move into a much larger warehouse that will be able to accommodate further growth of the company. This type of product is not widely available and there are not too many other businesses that do what The Prepared Pantry does. The problem, like any small business is getting their products known to their target audiences. Also, the actual prices of these mixes can be more than what some people are willing to pay.

The goal of this pubic relations campaign is to break down these obstacles by having a new advertising approach that will better target the consumers in the Idaho Falls, Rigby and Rexburg area. The Prepared Pantry has just opened an actual store in their building to better serve its local customers. Also, to let the customers know of sales, new products, and the addition of classes that will teach new baking techniques. This campaign will not focus on internet advertising since there has already been an effort in that source.

Campaign Objectives

Increase local advertising in the Idaho Falls, Rigby, and Rexburg areas. Let customers know about the new store in Rigby that has a huge selection of

kitchen items and that the store sells more than just bread mixes. The Prepared Pantry is a great source for building up your food storage. The Prepared Pantry will be offering free classes that will teach individuals

new cooking and baking techniques.

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Situation Analysis

The Prepared Pantry has been the dream of owner Dennis Weaver for as long as he can remember. Dennis has owned and operated several other successful businesses but always knew that this was what he really wanted do. He started The Prepared Pantry back in 2003 in the garage of his Rigby home. He can up with all the recipes himself and tested them in his own kitchen. And to help out the starving college kids, he only hired BYU-Idaho students as employees.

In the fall of 2007, The Prepared Pantry was able to upscale into a much larger facility that will allow for further growth of the business. They now have a fully operational store within their warehouse that allows local customers to come in whenever they want. They are utilizing both the internet and local shoppers. The internet shoppers are still the main source of income but Dennis believes the local customers are what is keeping the business from being hurt by the recession. This is where Dennis wants to change things; he wants to bring a product that no one in the area sells, to the community of Eastern Idaho.

The Prepared Pantry’s motto is the “The Baking Mix Company with the Best Selection of Best Mixes.” The campaign will use this to alert the community that it has a premium baking mix business right in their own backdoor. Since it is a relatively new business and it has been a challenge to get the word out. This is where the local campaign will come into affect while advertizing on local TV and radio stations. The Prepared Pantry will also have billboards and offer free classes that will teach new baking and cooking techniques, these classes will be taught by Dennis himself.

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S.W.O.T Analysis

Strengths The Prepared Pantry offers customers the best selection of pre made baking

mixes. New facility offers even more of a variety of product including a huge

selection of premium kitchen tools and items. They utilize the internet and web videos to continually show customers new

products that they introduce. Their new updated website is user friendly and allows customers to register

for news letters, baking books (that are over 250 pages), and also have the chance to win a free Better homes and Garden cook book.

The Prepared Pantry offers free classes about baking to anyone who would like to come and participate.

Weaknesses The Prepared Pantry is relatively new. Doesn’t have loyal local based customers. Prices can be high on certain mixes. Obscure location located on the outskirts of Rigby. Having pre made mixes is a luxury, not a necessity.

Opportunities To increase awareness of The Prepared Pantry to the local area by ad

campaign through TV, Radio and Billboard. Increase retention through classes taught at The Prepared Pantry Change views of customers about different products and pricing that the

business has to offer.

Threats Obscure location and small town not being able to bring in desired returns. Carrying and expensive product in a working class community. Communities of Rexburg and Idaho Falls, not willing to commute to Rigby.

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Competitive Analysis

The Prepared Pantry is a unique business, in that it does not have any local competitors. Since The Prepared Pantry offers unique bread machine mixes, regular oven mixes plus premium kitchen items, it really is in a league of its own. There are a couple competitors like Krusteaz’s that sell premade bread machine mixes, but they only sell a couple different types. As opposed to The Prepared Pantry which has about 50 different varieties of bread machine mixes.

Rush’s Kitchen in Idaho Falls also sells premium kitchen items but doesn’t sell any baking goods.

Since the mixes are The Prepared Pantry’s main source of revenue, people will specifically come in to buy those and after looking around for a while, will usually purchase a kitchen item as well.

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Campaign Theme

The theme for this campaign and The Prepared Pantry is that the customer do not have to look far to get quality products that can’t be found anywhere else. The Prepared Pantry offers unique products that are fast and easy to make and that taste great. Where else are you able to go to find such a wide variety of pre made baking mixes for whatever tastes you like.

Because it has a central location between Idaho Falls and Rexburg, The Prepared Pantry will be able to offer services to a wide demographical area. Since only being about 15 minutes apart from both Idaho Falls and Rexburg it would be easy to stop by and see what they have to offer.

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Target Audience

Primary AudienceThe primary target audience will be women of the Idaho Falls, Rigby and Rexburg areas. These women are typically from middle to upper middle incomes, usually have families and do not have a lot of time to bake in the kitchen. It also appeals to women whose children have left home and who do not really enjoy spending all that time in the kitchen. These women are the demographic which we will try and target in this campaign.

Secondary AudienceThe Prepared Pantry can also appeal to someone starting a new chapter in their life, like newly weds or new college students. In both of these cases they are starting off fresh with little to no kitchen items or food. If they don’t have cars they can have it shipped to them within a day or they can come down to the store in Rigby on their way to the mall in Idaho Falls. We know that these people don’t have a lot of extra money to spend, but when you are starting off…why not start off with the best?

The campaign knows the products that The Prepared Pantry offers are a little pricey for students and newly weds. That is why the campaign will have more free giveaways and special sales just for them. Also we will put a coupon in the Starving Student Card and the local newspaper to help reach the student population.

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Campaign Execution

Objectives

To increase local awareness by ad campaign through Movie, Radio and Billboard by 20 percent.

Increase retention through classes taught at The Prepared Pantry Change views of customers about different products and pricing that the

business has to offer.

Strategies and Tactics

To increase local awareness by ad campaign through Movie, Radio, and Billboard by 20 percent.

Strategy 1- Using local means of advertizing the campaign will focus on creating a whole new ad campaign for The Prepared Pantry.

Tactic 1- Creating a 30 second ad that will play at local movie theaters before the movie begins. This movie ad will briefly explain what kind of products The Prepared Pantry has to offer as well as give directions on how to get to the store in Rigby.

Tactic 2- Using a 30 second radio add, which runs along the same line and dialogue as the movie spot. Being able to show the benefits of The Prepared Pantry through radio and not being able to use pictures will be difficult, but explaining the wide variety of choices and the premium products will help. Also, this add will be playing on a radio station that appeals to our primary audience.

Tactic 3- Using outdoor advertising by means of billboards. One on Highway 20 in Idaho Falls on the north side, and the other one closer to Rexburg along the south side of the freeway. These billboards will contain simple large text with the company’s name and have a large picture of the one of the products. It will also give simple directions to allow people to know where the business is located.

Tactic 4- Because this is a public relations campaign we will also alert the local media outlets like the cable providers, newspapers like the Post Register, Standard Journal, and Scroll of upcoming product releases through media kits which will be sent out to each outlet.

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The free classes that will be offered to individuals will bring awareness and confidence to the business. They will be a very informal sort of lecture with Dennis having the classes in the kitchen.

Strategy 2 - By allowing people to come in and take free classes at The Prepared Pantry.

Tactic 1- Every Wednesday evening and Saturday afternoon there will be a half hour lesson on cooking and baking using The Prepared Pantry’s products. The items being demonstrated are usually ones that few people actually know how to make so it is beneficial to almost everyone who attends. There will be a german pancake (also called pannekoeken) night, how to make egg rolls, how to decorate a cookie and so on.

Tactic 2- Through these classes they will be introduced not only to the location of the store but the kinds of product The Prepared Pantry has to offer. By physically bringing people into the store it will bring awareness and retention to customers. Having the chance to have hands on experience will be remembered by customers. Also, it almost becomes irresistible to buy the product being demonstrated and anything else that tempts you when buying that product.

Tactic 3- By using the website to provide a register for classes the potential customers will be able to see more pictures and products and other services that The Prepared Pantry has to offer.

Tactic 4- The best part of the free classes will be that you can take home what you make. Even though some products may take more time to prepare than an hour to an hour and a half, the product will be provided free for you to take home and try yourself.

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To focus more on students, newly weds and lower middle income households The Prepared Pantry will have special promotions for the local community members.

Strategy 3 – Having free giveaways, promotions and sales of products.

Tactic 1- Using simple giveaways that can be accessed only by coming into the store and registering for a free newsletter can the customer be eligible to win.

Tactic 2- The customer can refer a friend or family member and if that person ends up buying a product that person on their next return will be able to receive a 20% off on their next purchase.

Tactic 3- All college students have to do is show their I-card and they will be eligible for special sales and free giveaways.

Tactic 4- There will be a coupon for a buy one get one half off of a cookie mix in the starving student card that will is sold to students every semester.

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Advertising Campaign

Billboard

Newspaper Ads

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The Prepared Pantry

Bread Machine, Cookie, and Dessert Mixes and a wide variety of Premium Kitchen Tools. Plus

much more!

Exit on County Line Rd.Head East 1 mile

Come join us every Wednesday and Saturday for a free lesson in

new baking and cooking techniques!

You will be able to take home what you make!

Register online at our websitewww.preparedpantry.com

We’re more than just a bread company!

Come by our store in Rigby to see our wide variety of premium cookware and

baking treats!Exit on County Line Rd.

Head East 1 mile

Radio Spot 30 seconds

MMM…WHAT’S THAT AWESOME SMELL? OH IT’S JUST MY COOKIES, THEIR IN

THE OVEN. WHAT?! YOU MADE COOKIES? FROM SCRATCH? NO, IT’S MY NEW MIX

I BOUGHT FROM THE PREPARED PANTRY; THEY HAVE WIDE VARIETY OF PRE

MADE MIXES FROM BREADS TO PANCAKES! WOW, ILL HAVE TO STOP BY. WHERE

IS THE STORE? IT’S IN RIGBY, OFF THE COUNTY LINE EXIT, GO EAST, AND YOU

CAN’T MISS IT. THANKS, ILL CHECK IT OUT.

Radio Spot #2

HAVE YOU EVER WONDERED HOW TO MAKE THAT PERFECT OMELET, OR EASY

EGG ROLE? THEN COME TO THE PREPARED PANTRY, IN RIBGY ON TUESDAY

EVENINGS AND SATURDAY AFTERNOONS FOR YOUR FREE CLASS. IT’S SIMPLE

ALL YOU HAVE TO DO IS REGISTER AT W-W-W—DOT—PREPAREDPANTRY—DOT-

COM. YOU’LL BE A PRO IN NO TIME, AND THE BEST PART IS THAT YOU GET TO

TAKE HOME WHAT YOU MAKE. SO COME GIVE US A TRY, YOU WONT BE

DISSAPOINTED.

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Budget

Radio……………$10.50 for six month for a 30 second commercial "run of schedule" from 6am to midnight.

Billboard……...$4,736 for two billboards in the Idaho Falls and Rexburg are for a 6 month period.

Movies…………$28.50 for a thirty second ad that will run three times before a movie for 26 weeks. An additional $100 to have them develop the advertisement.

Giveaways……$2,000 in product giveaways, which will be during special events and sales during the six month period.

Newspapers…For the Post Register = $7, 322 for a 3 column x 5.5 inch ad for 26 wksStandard Journal = $4,200 for a 3 column x 5.1 inch ad for 26 wksScroll = $250 for ten half page ad over semester

Budget Total = $18,647

If this amount seems high the campaign can always decrease its ads in the local newspapers to a 13 week campaign or put them in less frequently.

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Timeline

May…………………………………..Send out surveys to upper middle income homes in Idaho Falls, Rigby, and Rexburg

July- December………………….Radio, billboard and newspaper ad campaigns will be up and airing.

July-December………………….The starting of biweekly classes will begin, Wednesday evenings and Saturday afternoons.

July-December………………….. Programs for referring a friend and registering for monthly newsletter will begin.

September and November…Program for special giveaways will be these months and starving student coupons will now be available.

November………………………... End of the semester giveaway for students will be given away towards the end of the month.

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Evaluation

The success of this campaign will be measured by 500 surveys that will be sent out to upper middle class homes in the Idaho Falls, Rigby and Rexburg areas. This survey will be sent out in May before the advertising campaign begins. Upon filling it out there will be a 10 % discount on mixes and kitchen items. This survey will include if they have heard about The Prepared Pantry, if they ever shopped there before and what are there feelings of the store. Is it overpriced, or not enough selection?

Sales will be recorded before and after the campaign with hopes of having at least a 15% increase in store sales alone.

Due to the free classes the campaign will also watch class attendance and to see if those individuals that attend the class are becoming loyal return shoppers. These totals will really see if the classes that are offered are a good return in an investment.

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Survey

1. Have you ever heard of The Prepared Pantry? ___Yes or ___No

2. If yes, how have you heard of us?___Internet___Family or Friend___Saw our Store___________Other

3. Do you own a bread machine?___Yes or ___No

4. Would you be interested in buying pre made mixes?___Yes or ___No

5. In which city do you live?___Idaho Falls ___Rigby ___Rexburg

6. Would you be willing to drive 20 minutes to a specialty store?___Yes or ___No

7. Would you be interested in registering for free class on new baking techniques?

___Yes or ___No

8. If so, what types of classes would most interest you? Check all that apply___pizza making ___cookie decorating ___easy omelets ___ aebleskivers ___flavoring meat ___the perfect pasta

9. Would you be willing to purchase specialty items like syrups and jams?___Yes or ___No

10. What is your age?___under 18 ___19-24 ___25-30___31-40 ___41-50 ___51-60___61-70 ___70+

11. What is your gender?___male ___female

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