MTP350 PR Agency Emily Humpert

Erin HillHaley Les

Rebecca Ballard Joseph Toomey

Erica Statly

Research Methods● Baskin Robbins website● Competitor's websites● 12 In-depth interviews ● Online survey

“America’s

Favorite

Neighborhood

Ice-Cream Shop!”

Research Methods - Online Survey● 20 Respondents ● 9 Questions ● 70% female, 30% male1. “What did you like/dislike about the

store?”2. “How likely would you be to visit

Baskin-Robbins while on campus?”a. Out of a 10 rating, the average was

7.35

Situational Analysis ● Organizational Analysis

○ Concerned with guests, planet, people and

neighborhood

● Industry/Competitor Analysis○ More concerned with the quality of their treats and

if the guest is having a “fun” experience

● Target Audience Analysis○ The target audience is mostly concerned with price

and if the ice cream and experience will be worth the

extra money

“The one thing I dislike about Baskin-Robbins is the price.”

SWOT Analysis

● Strengths○ Good brand image/awareness, exclusive flavors, unlimited free samples, 1000 flavors of ice

cream including no fat and no sugar ice-cream

● Weaknesses○ Not all stores offer the same product, price is higher than some competitors, not offered in

stores like competitors

● Opportunities ○ More product innovations and product range, expansion/more locations

● Threats○ Rivalry with other companies, increasing competitors, off season, students not going into the

Bioscience building

PR I-A-B Objectives● Informational

○ To achieve 80% of student awareness of the company Baskin Robbins locating to campus.

○ To gain 25% increase in student awareness of what all Baskin Robbins offers.

○ Goal Date: August 31st (Opening Day)

● Attitudinal ○ To create a favorable attitudes among at least 70% of students of the Baskin

Robbins now on campus. ○ To gain 30% increase in favorable attitude of all products offered at Baskin

Robbins.○ Goal Date: September 16th

● Behavioral ○ To influence 60% of students that ice cream is just as great in the cooler months.○ To increase student traffic by 15% during the afternoon hours of 2-5 during the

winter months.○ Goal Date: December 2nd

Audience ● Primary

○ Demographic ■ 4-year CMU Students, 18-22, male/female, living on/near campus, tight budget

○ Psychographic ■ Students are always busy so we want BR to be a place they know they can quickly stop into

● Secondary○ Demographic

■ CMU Faculty, Mount Pleasant residents, visitors

○ Psychographic ■ steady income, work/life balance

Strategy ● Key Messages

○ Ice-cream is still good during the winter months!

○ Baskin Robbins is worth the higher cost

○ Baskin Robbins has 31 different ice cream flavors available in every store

● PR Strategy ○ Incentive to buy ice cream when the temperatures are colder

■ Promotions include giveaways while it’s snowing

○ Advertise hot sauces/desserts to accompany ice cream and give free samples on campus

○ Offer stylized (CMU theme) souvenir cups to make Baskin Robbins trendy

■ Used for special promotions

Tactics ● Sequence of communication activities

○ Media Tactics

■ News releases, landing page, CM Life, Grand Central, Morning Sun, CMU

Calendar, Student News email

○ Internet/Social Media Tactics

■ Instagram, Twitter, Facebook, Snapchat, JoyRun, Tapingo

○ Event Tactics

■ Opening Day Party, Ice Cream Sampling Day, Fundraising Events

○ Other Tactics

■ Flyers, coupon books

Grand Opening Party● Live Music● BOGO Waffle Cones● Coupon-Book giveaway● Geofilter Launch

● Active for first two weeks after store launch

● Covers South campus, East campus and Towers

SNAPCHAT GEO-FILTER

CALENDAR

● Media interviews

● Face to face advertising

● Opening Party

CALENDAR

● Promote goodwill of company

● Coupon Campaign

CALENDAR

● Halloween Ice Cream Contest

● Social media promotion

CALENDAR

● Chill-Out

Campaign

to remind

people ice

cream is

still good in

the winter

while

benefitting

students

CALENDAR

● New Year’s Ice Cream Contest

● Winter Break Ice Cream Social

● Student

Rewards coupons

Budget● PR Service Fee: $9,357● Significant items: Flyers, Snapchat

Geofilter, ice cream samples, website● Evaluation Cost: $3,034

Measurement ● Media Exposure

○ Use Facebook, Twitter, Instagram and Snapchat to fully promote Baskin-Robbins.

○ Snapchat will be run through the CMU account, which many students have access to.

○ Twitter and Facebook will be used for information gathering as well as sharing pictures of

ice cream.

○ Instagram will be used like Twitter and Facebook but will focus more on picture sharing and

promotional items.

● Awareness○ Mass media communications like Twitter, Facebook and Instagram will enhance our credibility

○ Post interviews and post surveys

○ Ask target audience what the message was and what they remember about it.

#BaskinRobbinsCMU#ChillOutCampaign#OpeningDayParty#2018FlavorContest

Measurement Part 2● Attitude

○ Keep track of how many

students visit the store

○ Visitors fill out surveys saying

if they like the store or not

○ Complete a baseline study

● Behavior ○ Want more students to visit

during the winter.

○ See if organizational

objectives have been met

#HalloweenFlavor

Contest

#BaskinRobbinsCMU#2018FlavorContest

Thank you!