Download - TOMS ROASTING CO. PR PLAN BY MELINDA B
A Cause-Related Public
Relations Plan!
Melinda B. Inc presents…….
Introduction
.
Ya know this right…………..
Now they’re doing this…………...
Mission Statement
COFFEE FOR YOU | WATER FOR
ALL
As a company, we're in business
to help improve lives. Our latest
mission helps our customers
provide the most basic human
need:
With every bag of coffee you
purchase, TOMS will give one
week of clean water to a person
in need. One for One. (TOMS
2015).
Melinda B inc believes that
Deserves a Cause-Related Public Relations Plan……………...
Situation…..
● Ecommerce store offering a coffee club, where members are sent different roasts each month.
● Partnership with Wholefoods Markets as a nationwide distributor
● 4 US store locations that sell all of TOMS product lines including coffee.
SWOT…….. nah!
What people are saying………..
Research…..
“Who’s TOM? And why is he making coffee?”
“You mean TOMS shoes?Are you sure they're doing coffee?”
“TOMS is making coffee? WTF??”
“In B.C. we use about 350 litres per person per day – not including industrial or agricultural use of water. Usually, in the home, toilets will use 30 percent and about another 30 percent is needed for bathing” (Government of British Columbia).
Campaign 1Crowdsourcing Online Campaign
Objective: Create user-generated publicity and to increase traffic to online channels by 20%
Target Audience: 18-35 year old Millennials, singled or coupled men who are socially conscious, adventurous, technically inclined, gamers who live in North America.
Key Message : Drip x Drip, Drop x Drop
Strategy: Online Crowdsourcing Contest Campaign that will generated user content based on the TOMS ROASTING CO.’s cause Water for all.
Main Tactics:
● 3-month long social media user-generated campaign.
● Contest will ask participants to live off of 140 litres of water for a week and to submit their videos using a hashtag #DripXDrop
● Winner will be announced by CEO Blake Mycoskie at a live event for World Water Day, March 22, 2016 (Campaign 3) and online with live streaming of the event.
Sample of Campaign…...
Campaign 2“1 Bag of Difference” Documentary
Objective: Heightening visibility, creating positive publicity and education of TOMS ROASTING CO. cause efforts by creating a documentary about TOMS ROASTING CO’s giving back to a local community.
Target Audience: North American Netflix account holders. Netflix has roughly 40 million users worldwide and counting.
Key Message: 1 Bag = 140 litres of difference
Strategy: The documentary will follow TOMS CEO Blake Mycoskie and their ‘gifting’ partners and show their efforts in creating access to clean water in a select North American community, all the while educating the public about water conservation.
Main Tactic: Documentary to start filming summer of 2015. Final editing to be completed
by December of 2015 for the release date World Water Day, March 22, 2016
The Star……………...
Campaign 3“Pouring is the New Caring” World Water Day Events at Wholefoods
Objective: To generate ‘word of mouth’ and to enhance customer attitudes towards the TOMS ROASTING CO. brand by sponsoring UN’s World Water Day, March 22, 2016 at selected Whole Food Stores across North American cities by 2016.
Target Audience: 18-35 year old single, coupled male or females or young families living in North America who are socially responsible.
Key Message: Pouring is the new caring
Strategy: 2016 World Water Day events with TOMS ROASTING CO.’s partnership distributorWholefoods Markets, in 20 select stores .
Main Tactics:● 20 in-store events and a live event at the Venice Beach, California Wholefoods Market.● The event will be streamed live on the website and in-store kiosks.● Contest winners announcement and documentary screening at live event.● Venice Beach will have a promotional interactive screen featuring an x ray type of a person
filling up with water will standing behind.
It’ll look like this……………..
Timeline and Budget……………………..
Campaign 1
APR
MAY
JUN
JUL
AUG
SEP
OCT
NOV
DEC
JAN
FEB
MAR
APR
MAY BUDGET
Hire 2 Social mediaProfessionals
50%
Gant Chart managed by social media managers
Announce Contest & begin online promotion
managed by social media managers
Website Launch & Upkeep 10%
Contest 3 month managed by social media managers
Finalist selected managed by social media managers
Finalists flight, accommodation
13.3%
Winner selected
Winner’s trip & promotional photos
13.3%
Flux Fund 13.4%
Campaign 1
17.5 % of Overall Budget
Campaign 2
APR
MAY
JUN
JUL
AUG
SEP
OCT
NOV
DEC
JAN
FEB
MAR
APR
MAY BUDGET
Hire location scout and scout locations for filming
1.3%
Hire Director & Scriptwriters
20%
Hire film crew 20%
Work on water conservation plan with community
6%
Filming and equipment 15%
Editing 15%
Promotional Trailer release
managed by social media managers
Live Screening Part of Campaign 3
Film Release-Netflix Deal 5%
Flux Fund 17.7%
Campaign 2
32.85% of
Overall Budget
Campaign 3
APR
MAY
JUN
JUL
AUG
SEP
OCT
NOV
DEC
JAN
FEB
MAR
APR
MAY BUDGET
Hire an event coordinating company
15%
Promotional Activities 10%
Media Advisories included with PR fee
Email Blasts included with PR fee
Set-up 20 kiosks at Whole food stores
20%
Hire Kiosk workers 2%
Promotional leaflets & flyers
5%
X-ray screen 10%
Book live performers 20%
Book stage sets & sound equipment
8%
Book security 5%
Flux Fund 10%
Campaign 3
36.65 % of
Overall Budget
Melinda B. Inc.’s fee 13%
of Overall Budget
Total Budget 100%
Evaluation & Measurement…….. main
Campaign 1 Crowdsourcing Online Campaign
Before and after internal audit of all of TOMS social media.
Campaign 2 “1 Bag of Difference” Documentary
Measure the viewers through Netflix’s data collection and evaluate viewers based on
location, popularity, number of views and do a comparison of sales in that time
frame.
Campaign 3 “Pouring is the New Caring” World Water Day Events at
Wholefoods
A measuring matrix for the events will be collected and evaluated by Melinda B. Inc and
compiled into a Evaluation and Debrief report and will be present at a meeting with
the Stakeholders and CEO.
Once the results are in TOMS ROASTING CO. will be glad that they choose Melinda B. Inc’s Cause-Related Public Relations Plan.