On the PR Newswire, they have a blog that is updated regularly by a member of their staff. She wrote an article about a site she encountered that wanted people to give 2009 the “pink slip” because of the economic difficulties. She said this caused her to think about what a great public relations year it had been, and encouraged all professionals to submit their success stories.
This story reminded me of how confused I was when I entered this major. I kept hearing about how many great public relations career opportunities existed. I thought that PR, marketing, and advertising, were all synonymous. Therefore, I could not understand how advertising based careers were in demand with the current state of the economy. After studying the field of public relations I have realized why it can always be successful. PR professionals don’t rely on gimmicks or clever ideas, they base their campaigns in research and data. They create successful campaigns because they follow the ROPE process, conduct several SWOT analysis, and use research to effectively communicate to the involved publics. There will always be a need for effective communication across people, so good PR people will always have a job.
Saturday, November 28, 2009
2300: Silent Tiger
Getting in a single person car accident usually does not prompt police investigation and hordes of media attention. At the same time, it’s not every day that Tiger Woods crashes his car into a fire hydrant by his house at 2:25 in the morning. If anyone else did this, there might be a story published deep in the pages of the Utah section of the Tribune. But because it’s one of the greatest golfers of all time, there is a picture and story on the Yahoo! Homepage, and all the major news outlets have a story about it. What exactly do they have a story about? The funny part is that no one is sure what the big deal is. Woods hit the hydrant, and sustained minor injuries. He spent a short time in the hospital and then returned home. The only action he has taken is to refuse comment to the media.
One day in class we talked about how “no comment” was deadly in public relations. To me, this is a prime example of that in action. The story was speculating if Woods would still play in his upcoming tournament, if his sponsors would pull support, or if he crashed because he and his wife had been arguing. These all seem like ridiculous speculations for a man who has been quiet about his life outside of golf, and who is never seen in tabloids or entertainment magazines. Yet because nothing has been said, people assume that the silence means something, that because he hasn’t returned comment, Woods has something to hide. I don’t know what this story will evolve into, but now I know that “no comment” can turn into a public relations nightmare for all parties involved. To read the full story click here.
One day in class we talked about how “no comment” was deadly in public relations. To me, this is a prime example of that in action. The story was speculating if Woods would still play in his upcoming tournament, if his sponsors would pull support, or if he crashed because he and his wife had been arguing. These all seem like ridiculous speculations for a man who has been quiet about his life outside of golf, and who is never seen in tabloids or entertainment magazines. Yet because nothing has been said, people assume that the silence means something, that because he hasn’t returned comment, Woods has something to hide. I don’t know what this story will evolve into, but now I know that “no comment” can turn into a public relations nightmare for all parties involved. To read the full story click here.
Friday, November 27, 2009
2300: The Evoultion of Public Relations
Of the 600 PR professionals interviewed, 64% said their press releases were targeted to the media, but the other 24% said their target audience were consumers and “cite prospects.” According to an article published on PR Newswire, press releases are being used more digitally to attract potential customers, increase traffic on the website, and keep current consumers informed. Sophie Shiatis, vice president of E-commerce at PR Web said, “There have been big advances in analytics, and you can track results from online releases much better today.” 15% of the professionals surveyed said they only send their press releases through the internet.
Just today in class we discussed how fast the environment of public relations is changing because of the internet. This article illustrated that point perfectly. As I read the article, I could easily see the near future of press releases being completely online. Eventually professionals will have no need for a hard copy. If a person is not competent in the latest technological developments, it will be difficult to excel in any profession, but especially public relations. As this article mentioned, the environment is changing at a rapid pace.
Just today in class we discussed how fast the environment of public relations is changing because of the internet. This article illustrated that point perfectly. As I read the article, I could easily see the near future of press releases being completely online. Eventually professionals will have no need for a hard copy. If a person is not competent in the latest technological developments, it will be difficult to excel in any profession, but especially public relations. As this article mentioned, the environment is changing at a rapid pace.
Monday, November 23, 2009
Draft Presentation Outline
Agriculture in the Classroom Presentation
What is AITC?
• Brief Overview
• Purposes and goals of the program
What can AITC do for you?
• Conference
• Sponsorship
Benefits of being joined with AITC
• Testimonials of AITC
• Other organizations involved
Conclusion
What is AITC?
• Brief Overview
• Purposes and goals of the program
What can AITC do for you?
• Conference
• Sponsorship
Benefits of being joined with AITC
• Testimonials of AITC
• Other organizations involved
Conclusion
Draft Prospectus Letter
Prospectus Letter and Presentation Audience: Dairy Council of Utah/Nevada
Summary: School-age children are so far removed from the family farm; they do not understand the importance of agriculture in their daily lives. Agriculture in the Classroom (AITC) is a program dedicated to educating teachers how to incorporate agriculture into their curriculum. In order to better serve our purpose, AITC is planning to hold a state-wide conference for teachers of all grades; this is where the Dairy Council of Utah/Nevada can play a part. AITC is currently looking for sponsor s of $2,000 or more to help fund our conference. By becoming a part of the AITC conference, your organization will be a major contributor to increasing agriculture awareness. Sponsors of the conference will be invited to speak about their organization and will be endorsed throughout the conference.
Sponsor Appeal: Your organization plays a critical role in Utah’s agricultural community. One of the most common agriculture misconceptions of school-age children is that chocolate milk comes from brown cows.
Problem: Many people are uneducated about the basics of proper nutrition which can lead to a decrease in demand of dairy consumption.
Solution: AITC works to correct these misconceptions and your organization can play a key role in educating teachers, who spread the knowledge to their students. Emphasis on agriculture includes teaching proper diet, including the daily recommended amounts of dairy products. The AITC conference will be using local products, enforcing the idea of supporting local agriculture and therefore, increasing demand for Utah dairy products.
Capabilities: AITC is supported by Utah State University, the Utah Farm Bureau and several other Utah commodity groups. We believe that by educating Utah teachers, Utah’s children will be more interested in agriculture as well as their health. Debra Spielmaker, who is the program director of Utah’s AITC, has been highly involved in the education system for several years.
Budget: AITC is asking for $2,000 to help fund our state-wide conference. The money will go toward a general fund that will support the operating expenses of the conference.
Conclusion: The Dairy Council of Utah/Nevada is an integral part of our local agriculture community. Agricultural awareness is decreasing at a frightening rate, and AITC is working to solve this problem. By being help AITC educate teachers, your organization will be creating a brighter future for agriculture.
Summary: School-age children are so far removed from the family farm; they do not understand the importance of agriculture in their daily lives. Agriculture in the Classroom (AITC) is a program dedicated to educating teachers how to incorporate agriculture into their curriculum. In order to better serve our purpose, AITC is planning to hold a state-wide conference for teachers of all grades; this is where the Dairy Council of Utah/Nevada can play a part. AITC is currently looking for sponsor s of $2,000 or more to help fund our conference. By becoming a part of the AITC conference, your organization will be a major contributor to increasing agriculture awareness. Sponsors of the conference will be invited to speak about their organization and will be endorsed throughout the conference.
Sponsor Appeal: Your organization plays a critical role in Utah’s agricultural community. One of the most common agriculture misconceptions of school-age children is that chocolate milk comes from brown cows.
Problem: Many people are uneducated about the basics of proper nutrition which can lead to a decrease in demand of dairy consumption.
Solution: AITC works to correct these misconceptions and your organization can play a key role in educating teachers, who spread the knowledge to their students. Emphasis on agriculture includes teaching proper diet, including the daily recommended amounts of dairy products. The AITC conference will be using local products, enforcing the idea of supporting local agriculture and therefore, increasing demand for Utah dairy products.
Capabilities: AITC is supported by Utah State University, the Utah Farm Bureau and several other Utah commodity groups. We believe that by educating Utah teachers, Utah’s children will be more interested in agriculture as well as their health. Debra Spielmaker, who is the program director of Utah’s AITC, has been highly involved in the education system for several years.
Budget: AITC is asking for $2,000 to help fund our state-wide conference. The money will go toward a general fund that will support the operating expenses of the conference.
Conclusion: The Dairy Council of Utah/Nevada is an integral part of our local agriculture community. Agricultural awareness is decreasing at a frightening rate, and AITC is working to solve this problem. By being help AITC educate teachers, your organization will be creating a brighter future for agriculture.
Sunday, November 22, 2009
2300: Is Blogging Bad for You?
Social media is quickly becoming an essential part of public relations. On almost every website there is an icon on the page linking to Twitter, Facebook, and Blogger. These outlets connect millions of people and can be an effective PR tool. However, the other day I was on the internet and came across a blog on the Salt Lake Tribune’s website. It consisted mostly of accusations and trash talk about a company. This is not the first time I have encountered a blog like this. Is blogging always an effective PR tool? Are there some instances where a blog can be more detrimental than beneficial? I have seen multiple blogs comprised of people fighting with each other or complaining about a policy or company. Although this could be potentially helpful to the company to improve customer relations, what if the accusations are false? Is it worth having a blog if it is ruining the image of the company or product? Yes, people are hired to do online reputation management, and they could try to prevent things like this from happening. But doesn’t that defeat the purpose of letting everyone have a voice and opinion?
I think this concept is interesting. Social networking sites are so popular because people love to have their voices heard. It makes them feel empowered and important. However this can become dangerous in public relations when the average person has the ability to damage a company’s reputation and standing. I don’t know if every PR campaign or effort should include a blog. I am not sure that it always serves the purpose that was originally intended.
I think this concept is interesting. Social networking sites are so popular because people love to have their voices heard. It makes them feel empowered and important. However this can become dangerous in public relations when the average person has the ability to damage a company’s reputation and standing. I don’t know if every PR campaign or effort should include a blog. I am not sure that it always serves the purpose that was originally intended.
2300: Taking a Stand When it Matters
There is something moving and inspiring about grassroots public relations efforts. I was reminded of this when California legislature proposed raising tuition 38%. For some colleges the fees alone would cost more than $2,000 a semester if this went into effect. There was an uprising of students as thousands marched and protested to argue their case.
I think it’s especially effective when youth or young adults are rallying for a cause. Many of the older generation would consider the youth of today “apathetic” about various important issues. However, when there is something that directly affects us, and we feel strongly about it, we make our position known.
This happened last year when higher education in the state of Utah was facing budget cuts. A group of students started the PR efforts and it spread quickly. Everyone was telling everyone to get involved, and most people did. This kind of response is the one that PR professionals work to achieve. I think the reason this campaign was so successful was that it came from our peers. It was other students just like me, pleading our case. Grassroots PR can be incredibly effective because it’s ordinary people who feel passionately about something and want others to know and be involved.
I think it’s especially effective when youth or young adults are rallying for a cause. Many of the older generation would consider the youth of today “apathetic” about various important issues. However, when there is something that directly affects us, and we feel strongly about it, we make our position known.
This happened last year when higher education in the state of Utah was facing budget cuts. A group of students started the PR efforts and it spread quickly. Everyone was telling everyone to get involved, and most people did. This kind of response is the one that PR professionals work to achieve. I think the reason this campaign was so successful was that it came from our peers. It was other students just like me, pleading our case. Grassroots PR can be incredibly effective because it’s ordinary people who feel passionately about something and want others to know and be involved.
Wednesday, November 18, 2009
2300: Apple is Awesome
One day in class we talked about Apple’s success in creating a name and brand for themselves, and also in fulfilling a specific niche. Their success as a company was enforced when I recently visited the website. Even though some companies may not realize it, web presence is becoming a huge part of PR. How a website looks and feels can either be a great marketing tool, or a detriment to the company. Apple’s website is definitely an asset to their company.
The site is sleek and cutting edge, reflecting and modeling their products well. The site is not overwhelming, yet it is interesting. There are videos to watch, animation that happens on the page, and interesting graphics. Most importantly, the site is easy to navigate, and it is easy to find what you are looking for. One thing I thought was interesting though, was that the prices were not the first thing displayed. I had to go several levels deep to find the prices of the products. This fits with Apple’s business model. They are not trying to be the cheapest and have the lowest prices. Instead, they sell a lifestyle. The “Apple” mentality is so cutting edge and unique that prices are obsolete. I think Apple is a great example of a company knowing their strengths and weaknesses, and capitalizing on them in every form of media.
The site is sleek and cutting edge, reflecting and modeling their products well. The site is not overwhelming, yet it is interesting. There are videos to watch, animation that happens on the page, and interesting graphics. Most importantly, the site is easy to navigate, and it is easy to find what you are looking for. One thing I thought was interesting though, was that the prices were not the first thing displayed. I had to go several levels deep to find the prices of the products. This fits with Apple’s business model. They are not trying to be the cheapest and have the lowest prices. Instead, they sell a lifestyle. The “Apple” mentality is so cutting edge and unique that prices are obsolete. I think Apple is a great example of a company knowing their strengths and weaknesses, and capitalizing on them in every form of media.
Tuesday, November 17, 2009
2300: No News is Good News?
The title of an article recently published in the Salt Lake Tribune read, “For many Utahns, Herbert still Gov. Unknown.” It further explained that one in four people have no opinion of the current governor’s performance. The governor has been in office for three months. Herbert’s spokeswoman Angie Welling said, “We view those (numbers) as favorable. I think the number of undecideds is to be expected given his relatively short time in office, and we’re confident as we move forward those favorable numbers will inch up.” Although Herbert has not received any negative attention, his approval is not nearly as high as Huntsman’s 83% approval rating he had after he was re-elected.
What does this mean? There hasn’t been any bad press, but there hasn’t really been any good either. What does it say about Herbert’s PR team if a quarter of Utahns are undecided about his performance? Should people in his office be pushing to get stories about him published, and have him better known among the general public? Or is it better to be more inconspicuous in his position? I think this is interesting from a public relations stand point because it’s neutral. Nothing bad has happened, but it isn’t necessarily a great success story. Is political PR different from the rest of the industry? I agree with a quarter of the Utah population: I have no opinion one way or the other about Governor Herbert. Is this a bad thing? Is bad press better than no press at all?
What does this mean? There hasn’t been any bad press, but there hasn’t really been any good either. What does it say about Herbert’s PR team if a quarter of Utahns are undecided about his performance? Should people in his office be pushing to get stories about him published, and have him better known among the general public? Or is it better to be more inconspicuous in his position? I think this is interesting from a public relations stand point because it’s neutral. Nothing bad has happened, but it isn’t necessarily a great success story. Is political PR different from the rest of the industry? I agree with a quarter of the Utah population: I have no opinion one way or the other about Governor Herbert. Is this a bad thing? Is bad press better than no press at all?
2300: Anything is Possible....Really, look at ReAL
A couple weeks ago our team presented a crisis management program for Real Salt Lake soccer. Their ticket sales were suffering, and their record was dismal. Now, this weekend Real Salt Lake is playing for the MLS Championship cup. Yesterday’s headline in the Salt Lake Tribune read, “Who’s Laughing Now?” Indeed, now instead of being the laughing stock of the MLS, Real Salt Lake has shocked soccer fans by playing an incredible post season.
This made me realized how fast the industry can change in public relations. Nothing is ever certain, and things are constantly changing. Today’s big news is a distant memory within two or three days. A scandal that rocked the nation will eventually be remembered with jokes and a strange sense of fondness. The company that embezzled millions of dollars will recover, and people will invest in them again. People’s opinions are changing constantly, and there are countless opportunities to influence pubic opinion. This is the great part about being a PR professional. Most PR jobs are focused on helping a company present themselves well to the public, and maintaining a positive image. When everything is shifting and changing at such a fast rate, there are always opportunities to showcase a company, and make people aware of what is going on around them. If the campaign is thoroughly researched and organized well, the chances of people listening are good. However, the PR professionals and agencies must be ready. If the Real Salt Lake can go from being the second worst team in the league to playing in the championship game, the possibilities for other companies are endless.
This made me realized how fast the industry can change in public relations. Nothing is ever certain, and things are constantly changing. Today’s big news is a distant memory within two or three days. A scandal that rocked the nation will eventually be remembered with jokes and a strange sense of fondness. The company that embezzled millions of dollars will recover, and people will invest in them again. People’s opinions are changing constantly, and there are countless opportunities to influence pubic opinion. This is the great part about being a PR professional. Most PR jobs are focused on helping a company present themselves well to the public, and maintaining a positive image. When everything is shifting and changing at such a fast rate, there are always opportunities to showcase a company, and make people aware of what is going on around them. If the campaign is thoroughly researched and organized well, the chances of people listening are good. However, the PR professionals and agencies must be ready. If the Real Salt Lake can go from being the second worst team in the league to playing in the championship game, the possibilities for other companies are endless.
Thursday, November 12, 2009
2300: Burger King Blow Up
Yesterday in class we talked about companies that practice great internal PR. Today when I opened up my internet browser, I found a company that may needs some lessons. Burger King franchises sued the company over the new $1 double cheeseburger promotion. Different restaurants say they are experiencing a ten cent loss with each sale. Executives came out with the new promotion with hopes to get more people to eat at Burger King, thereby minimizing the loss. The National Franchise Association, a group that represents over 80 percent of Burger King’s franchise owners says the loss is too much. The spokesperson for Burger King says the litigation against them is “without merit.”
Obviously, there is a lack of communication between the employees and executives in this company. From a public relations standpoint, I want to know how long this battle has been happening. Has the National Franchise Association tried to compromise with the executives? Was this a last resort? I don’t understand why the executives wouldn’t want to listen or maybe try to understand the situation before it turned into a legal battle. I want to know what else is behind the story. Pennsylvania franchise owner Steve Lewis said, “"The current management team has disregarded rights that Burger King franchises have always had.” What is different? I am going to follow this and see what happens. Things don’t look good. The lawsuit was filed Tuesday in U.S. District Court in Southern Florida, and Burger King stock shares fell 18 cents to close at $17.12 Thursday. Click here to read the full story.
Here is a link to the story:
Obviously, there is a lack of communication between the employees and executives in this company. From a public relations standpoint, I want to know how long this battle has been happening. Has the National Franchise Association tried to compromise with the executives? Was this a last resort? I don’t understand why the executives wouldn’t want to listen or maybe try to understand the situation before it turned into a legal battle. I want to know what else is behind the story. Pennsylvania franchise owner Steve Lewis said, “"The current management team has disregarded rights that Burger King franchises have always had.” What is different? I am going to follow this and see what happens. Things don’t look good. The lawsuit was filed Tuesday in U.S. District Court in Southern Florida, and Burger King stock shares fell 18 cents to close at $17.12 Thursday. Click here to read the full story.
Here is a link to the story:
Wednesday, November 11, 2009
2300: Best Buy's Internal PR
Today in class we talked about internal PR within a company. This summer I worked for Best Buy, and I had a great experience. After the lecture today, I realized that my experience was due to the excellent internal PR. The first thing they did that was practice excellent communication between all levels of employees. As an entry level employee, I talked personally with the Regional executive who oversees all the Best Buy stores in the western United States. They also provided great incentives and benefits for their employees, even though I only worked part-time.
One of the things that impressed me most was the interaction with my immediate supervisor and manager. My manager would talk to me at least once a week and ask me how I was doing. He constantly asked if there was anything he could do for me. He also followed through. If I had concerns, I talked to him, and he did the best he could to resolve my problems. My supervisor was also great to work with and always provided positive encouragement. This atmosphere encouraged me to work hard and do well in my job. Even though I was working retail, I really didn’t dread going to work. I felt satisfied with my job. I know that internal PR works and is effective in a company setting because I have lived it.
One of the things that impressed me most was the interaction with my immediate supervisor and manager. My manager would talk to me at least once a week and ask me how I was doing. He constantly asked if there was anything he could do for me. He also followed through. If I had concerns, I talked to him, and he did the best he could to resolve my problems. My supervisor was also great to work with and always provided positive encouragement. This atmosphere encouraged me to work hard and do well in my job. Even though I was working retail, I really didn’t dread going to work. I felt satisfied with my job. I know that internal PR works and is effective in a company setting because I have lived it.
Final Position Paper
Taylor Adams, Emily Flinders, Lisa Janssen, and Dani Taylor
When people hear the words “Burger Planet,” they think grease, addiction, and Corny the Clown. “I am ashamed to take my kids there,” says one woman. This image of greasy fast food can be changed. We plan to implement three ideas to reach our audience of middle aged women, and help them feel good about eating at Burger Planet. These three features will achieve this goal and in turn, help increase annual revenue. To come up with these features, we studied the company and examined strengths and weaknesses. We also looked at what competitors are doing to change their images, and how successful they were in their pursuits.
First, we are offering healthier menu options. McDonald’s and Wendy’s both offer a variety of salads, fruit slices as a replacement for fries, and milk as a replacement for soda. We tested new menu options to see what was most popular with our target market. As a result of our research, we suggest the following:
Burger Planet Salads:
Type Calories Calories w/dressing
Raspberry vinaigrette spinach 150 300
salad w/ almonds and cheese
Caesar salad 150 300
Spinach salad w/ eggs 150 300
and hot bacon dressing
Burger Planet Fruit:
Apples, bananas, pineapple, peaches, and grapes (150 calories)
*Both salads and fruit come in plastic reusable containers, and can be substituted for fries with no extra cost.
All food products can be made without the bun, making them low in carbohydrates, and South Beach and Atkins diet friendly. This appeals to our audience because these diets are popular for middle aged women. If women are not on a specific diet but looking to eat better, we will be able to fulfill their needs as well.
As stated previously, Wendy’s and McDonald’s have added salads to their menu. The following tables contain the nutrition facts for the competitors’ menus items.
Wendy’s Salads:
Type Calories Calories w/dressing & toppings
Mandrian chicken salad 180 550
Chicken caesar salad 180 370
Chicken BLT salad 470 790
Southwest taco salad 400 645
McDonald’s Salads:
Type Calories Calories w/dressing & croutons
Southwest salad w/chicken 480 640
Bacon ranch salad w/ chicken 260 490
Caesar salad w/chicken 330 580
We want to be able to rival our competitors, if not supersede them. Therefore, all of our salads have a lower calorie count than any of Wendy’s salads and most of McDonald’s, and there is the same amount of options. After developing these items we will put them on the menu, and send out a survey after a three-month time period to test the customer's opinions about the improved menu. We will conduct a survey of 100 women, ages 30 to 40, to see if this change is effective. The survey will ask the following questions:
Have you purchased any of the new menu items?
If so, what ones?
How frequently do you buy them?
How frequently do you come to Burger Planet?
Do you feel the new choices are healthier?
After this survey, we will be able to determine the effectiveness of adding these new menu items. If proven effective, this will help to change the image of Burger Planet. Women don’t have to go there feeling guilty about what they eat, or ashamed to take their kids; women can go to Burger Planet and feel confident about the choice they have made. This will increase the revenue as more women choose Burger Planet, and tell their friends about their choice. These healthy eating options will also benefit children. They can eat healthier, thus eliminating the need for Burger Planet to worry about the lawsuits that are being filed because children are obese from fast food.
Second, we have hired fitness guru Jayne Petersen to help with our campaign. Petersen helped celebrity Opal Whitcomb lose, and keep off, 75 pounds. This is inspiring for the many women who have been through the ups and downs of the diet roller coaster. She emphasizes a message of moderation and variation in dieting, and therefore fits great with our plan. She tells women that a greasy hamburger or soda is not bad every now and again. She relates well with the targeted demographic because she is a part of it.
Petersen will be traveling with Corny the Clown to Burger Planets across the nation to promote the healthy menu options. She will also be providing nutritional packets and advice to consumers. Our goal in doing this is not only to create revenue, but also to establish a feeling of connection between the community and Burger Planet. We value our customers and they need to feel it. We believe that going into the community is the best way to do this. Petersen will also work with the Burger Planet chefs to make tray liners that have nutritional advice.
Pairing Jayne Petersen with Corny the Clown helps to accomplish our third objective, which is improving the image of Corny the Clown. Right now, customers associate Corny with the words greasy and addicting. By going on tour with Jayne and promoting the healthy menu items, we hope to rebuild Corny’s reputation to represent the company in a positive way. Instead of being seen as a symbol of greasy fast food, we want Corny to represent positive change at Burger Planet, and the many options that consumers can enjoy.
After implementing all of these changes, we will evaluate their success. Pre-implementation surveys as well as post-implementation surveys will be given out to customers and community members to evaluate the changes made to improve Burger Planet’s image. By following our three-part objective, we are confident that Burger Planet will experience an image improvement as well as an increase in revenue.
When people hear the words “Burger Planet,” they think grease, addiction, and Corny the Clown. “I am ashamed to take my kids there,” says one woman. This image of greasy fast food can be changed. We plan to implement three ideas to reach our audience of middle aged women, and help them feel good about eating at Burger Planet. These three features will achieve this goal and in turn, help increase annual revenue. To come up with these features, we studied the company and examined strengths and weaknesses. We also looked at what competitors are doing to change their images, and how successful they were in their pursuits.
First, we are offering healthier menu options. McDonald’s and Wendy’s both offer a variety of salads, fruit slices as a replacement for fries, and milk as a replacement for soda. We tested new menu options to see what was most popular with our target market. As a result of our research, we suggest the following:
Burger Planet Salads:
Type Calories Calories w/dressing
Raspberry vinaigrette spinach 150 300
salad w/ almonds and cheese
Caesar salad 150 300
Spinach salad w/ eggs 150 300
and hot bacon dressing
Burger Planet Fruit:
Apples, bananas, pineapple, peaches, and grapes (150 calories)
*Both salads and fruit come in plastic reusable containers, and can be substituted for fries with no extra cost.
All food products can be made without the bun, making them low in carbohydrates, and South Beach and Atkins diet friendly. This appeals to our audience because these diets are popular for middle aged women. If women are not on a specific diet but looking to eat better, we will be able to fulfill their needs as well.
As stated previously, Wendy’s and McDonald’s have added salads to their menu. The following tables contain the nutrition facts for the competitors’ menus items.
Wendy’s Salads:
Type Calories Calories w/dressing & toppings
Mandrian chicken salad 180 550
Chicken caesar salad 180 370
Chicken BLT salad 470 790
Southwest taco salad 400 645
McDonald’s Salads:
Type Calories Calories w/dressing & croutons
Southwest salad w/chicken 480 640
Bacon ranch salad w/ chicken 260 490
Caesar salad w/chicken 330 580
We want to be able to rival our competitors, if not supersede them. Therefore, all of our salads have a lower calorie count than any of Wendy’s salads and most of McDonald’s, and there is the same amount of options. After developing these items we will put them on the menu, and send out a survey after a three-month time period to test the customer's opinions about the improved menu. We will conduct a survey of 100 women, ages 30 to 40, to see if this change is effective. The survey will ask the following questions:
Have you purchased any of the new menu items?
If so, what ones?
How frequently do you buy them?
How frequently do you come to Burger Planet?
Do you feel the new choices are healthier?
After this survey, we will be able to determine the effectiveness of adding these new menu items. If proven effective, this will help to change the image of Burger Planet. Women don’t have to go there feeling guilty about what they eat, or ashamed to take their kids; women can go to Burger Planet and feel confident about the choice they have made. This will increase the revenue as more women choose Burger Planet, and tell their friends about their choice. These healthy eating options will also benefit children. They can eat healthier, thus eliminating the need for Burger Planet to worry about the lawsuits that are being filed because children are obese from fast food.
Second, we have hired fitness guru Jayne Petersen to help with our campaign. Petersen helped celebrity Opal Whitcomb lose, and keep off, 75 pounds. This is inspiring for the many women who have been through the ups and downs of the diet roller coaster. She emphasizes a message of moderation and variation in dieting, and therefore fits great with our plan. She tells women that a greasy hamburger or soda is not bad every now and again. She relates well with the targeted demographic because she is a part of it.
Petersen will be traveling with Corny the Clown to Burger Planets across the nation to promote the healthy menu options. She will also be providing nutritional packets and advice to consumers. Our goal in doing this is not only to create revenue, but also to establish a feeling of connection between the community and Burger Planet. We value our customers and they need to feel it. We believe that going into the community is the best way to do this. Petersen will also work with the Burger Planet chefs to make tray liners that have nutritional advice.
Pairing Jayne Petersen with Corny the Clown helps to accomplish our third objective, which is improving the image of Corny the Clown. Right now, customers associate Corny with the words greasy and addicting. By going on tour with Jayne and promoting the healthy menu items, we hope to rebuild Corny’s reputation to represent the company in a positive way. Instead of being seen as a symbol of greasy fast food, we want Corny to represent positive change at Burger Planet, and the many options that consumers can enjoy.
After implementing all of these changes, we will evaluate their success. Pre-implementation surveys as well as post-implementation surveys will be given out to customers and community members to evaluate the changes made to improve Burger Planet’s image. By following our three-part objective, we are confident that Burger Planet will experience an image improvement as well as an increase in revenue.
Tuesday, November 10, 2009
2300: Make-up is a Must
I forgot my make-up bag. I went to put my make-up on after Pilates and realized that I had left it at home. I felt out of sorts, and immediately thought my day had taken a turn for the worse. I felt gross and extremely self-conscious about my appearance. When I arrived at the office where I work and explained my “horrible” morning to the predominately male group there, one of them laughed out loud. He declared that make-up was ridiculous, unnecessary, and a marketing tool that targeted a woman’s self-esteem. I agreed with him that the idea of spending a considerable amount of money to put foreign substances on one’s face was absurd. However, I have no intentions of throwing my make-up away and never wearing it again.
It then occurred to me that this is one of the most brilliant PR and marketing campaigns in existence. Aside from covering up large scars, no woman really needs make-up. However, all of the commercials and magazines convince women that a certain brand of mascara or eye shadow will make her more attractive, and make her lifestyle easier. Most women are convinced they need make-up to be beautiful. Although make-up is a ritual in our culture supported by decades of practice, the concept still amazes me.
I am impressed that so many different brands of cosmetics can co-exist harmoniously, each targeting a specific niche. Each company has successfully convinced women that their product is necessary to enhance their well-being. Advertising campaigns are so successful because every woman has insecurities, and most campaigns give the message that make-up will diminish these insecurities. Women want to feel good about themselves, so they buy make-up. I have to agree with the men in my office. This is a little ridiculous.
It then occurred to me that this is one of the most brilliant PR and marketing campaigns in existence. Aside from covering up large scars, no woman really needs make-up. However, all of the commercials and magazines convince women that a certain brand of mascara or eye shadow will make her more attractive, and make her lifestyle easier. Most women are convinced they need make-up to be beautiful. Although make-up is a ritual in our culture supported by decades of practice, the concept still amazes me.
I am impressed that so many different brands of cosmetics can co-exist harmoniously, each targeting a specific niche. Each company has successfully convinced women that their product is necessary to enhance their well-being. Advertising campaigns are so successful because every woman has insecurities, and most campaigns give the message that make-up will diminish these insecurities. Women want to feel good about themselves, so they buy make-up. I have to agree with the men in my office. This is a little ridiculous.
2300: AG Evaluation
A couple weeks ago, the Attorney General of Utah Mark Shurtleff came to Utah State University. A group of PR students was allowed to do all the public relations for the event. I signed up to be part of this group, and worked with other students for weeks to get everything ready. We executed all the principles that we learn about in class on a daily basis. We were confident in our abilities, and sure that the evening would be a success. When I showed up to listen to his address, there were maybe thirty people in the audience, and the majority of them were PR students. The presentation was informative and everything went well, but hardly anyone showed up. After all the work we did, no one came.
Did we fail? It seemed like our goal was to get the word out that he was coming, to get people to come and listen to him speak. The fact that there were not many people there seems like we didn’t achieve the purpose. Yet after he was done speaking, Shurtleff said that Utah State was the most successful stop on the college tour. So what constitutes success in a PR campaign? I think the answer varies depending on the situation. This is where the evaluation part of the ROPE process is so essential. After everything is done, we can step back and ask ourselves what we did well, what we could have done better, and what didn’t work. Through the attorney general experience I learned that even when you follow all the principles and rules to the letter, it won’t always work out. It was eye opening to experience a real campaign and then evaluate the success of it after wards.
Did we fail? It seemed like our goal was to get the word out that he was coming, to get people to come and listen to him speak. The fact that there were not many people there seems like we didn’t achieve the purpose. Yet after he was done speaking, Shurtleff said that Utah State was the most successful stop on the college tour. So what constitutes success in a PR campaign? I think the answer varies depending on the situation. This is where the evaluation part of the ROPE process is so essential. After everything is done, we can step back and ask ourselves what we did well, what we could have done better, and what didn’t work. Through the attorney general experience I learned that even when you follow all the principles and rules to the letter, it won’t always work out. It was eye opening to experience a real campaign and then evaluate the success of it after wards.
Tuesday, November 3, 2009
Draft Position Paper
Taylor Adams, Emily Flinders, Lisa Janssen, Dani Taylor
When people hear the words “Burger Planet,” they think grease, addiction, and Corny the Clown. “I am ashamed to take my kids there,” says one woman. This image of greasy fast food can be overcome. We plan to implement three ideas to reach our audience of middle aged women, and help them feel good about eating at Burger Planet. These three features will achieve this goal and in turn, help increase annual revenue. To come up with these features, we studied the company and examined strengths and weaknesses. We also looked at what competitors were doing, and how successful they were in their pursuits.
First, we are offering healthier menu options. McDonald’s and Wendy’s both offer a variety of salads, and fruit slices or milk as a replacement for fries and a soda. We tested all the new menu options to see what ones were most popular with women. After our tests, we developed the following products.
Five different kinds of fruit: apples, bananas, pineapple, peaches, and grapes
Calories: 150
Price: $3.99
Comes in a plastic reusable container, and can substitute for fries with no extra cost.
Gourmet Salads: Raspberry vinaigrette spinach salad with gorgonzola cheese and walnuts, Spinach salad with hot bacon dressing and eggs, and Caesar Salad
Calories: 300, 150 without dressing
Price: $4.99
All food products can be made without the bun, making them low in carbohydrates, and South Beach and Atkins diet friendly. This appeals to our audience because these diets are popular for middle aged women. However if women are not on a diet but looking to eat better, we fulfill their needs as well.
As stated previously, Wendy’s and McDonald’s have also added salads to their menu options. Here is what their nutritional value is:
Wendy’s Salads:
Mandarin Chicken Salad-180 (with dressing, almonds, and crispy noodles: 550)
Chicken Caesar Salad-180 (with dressing and croutons: 370)
Chicken BLT Salad-470 (with dressing and croutons: 790)
Southwest Taco Salad-400 (with dressing, chips, and sour cream: 645)
We wanted to be able to rival our competitors. Therefore, all of our salads have a lower calorie count than any of Wendy’s salads, and there is the same amount of options.
After developing these items, we will put them on the menu, and then do a survey after a three month time period to test their effectiveness. We will conduct a survey of 100 women ages 30-40 to see if this change is effective. The survey will ask the following questions:
Have you purchased any of the new menu items?
If so, what ones?
How frequently do you buy them?
How frequently do you come to burger planet?
Do you feel the new choices are healthier?
After this survey, we will be able to determine the effectiveness of adding these new menu items. If proven effective, this will help to change the image of Burger Planet. Women don’t have to go there feeling guilty about what they eat, or ashamed to take their kids; women can go to Burger Planet and feel confident about the choice they have made. These healthy eating options will also be beneficial to children. They can eat healthier, and this will eliminate the need for Burger Planet to worry about the lawsuits that are being filed because children are obese from fast food.
Next, we have hired fitness guru Jayne Petersen to help with our campaign. She helped celebrity Opal Whitcomb lose 75 pounds that she has kept off. This is inspiring for the many women who have been through the ups and down of the diet roller coaster. She emphasizes a message of moderation and variation in dieting, and therefore fits great with our plan. She tells women that a greasy hamburger or soda is not bad every now and again. She relates well with the targeted demographic because she is a part of it.
She will be traveling with Corny the Clown to Burger Planets across the nation to promote the new healthy menu options. She will also be providing nutritional packets and advice to consumers. Our goal in doing this is not only to create revenue, but also to establish a feeling of connection between the community and Burger Planet. We want our consumers to feel like we value them, and we believe that going into the community is the best way to do this. Jayne will also work with the Burger Planet chefs to make tray liners that have nutritional advice.
Pairing Jayne Petersen with Corny the Clown helps to accomplish our third objective which is improving the image of Corny the Clown. Right now, people associate him with the words greasy and addicting. By going on tour with Jayne and promoting the healthy menu items, we hope to rebuild Corny’s reputation to represent the company in a positive way. Instead of being seen as a symbol of greasy fast food, we want Corny to represent positive change at Burger Planet, and the many options that consumers can enjoy. After implementing all of these changes, we will evaluate their success. Surveys at implementation, and several months after will show the effectiveness of our campaign.
When people hear the words “Burger Planet,” they think grease, addiction, and Corny the Clown. “I am ashamed to take my kids there,” says one woman. This image of greasy fast food can be overcome. We plan to implement three ideas to reach our audience of middle aged women, and help them feel good about eating at Burger Planet. These three features will achieve this goal and in turn, help increase annual revenue. To come up with these features, we studied the company and examined strengths and weaknesses. We also looked at what competitors were doing, and how successful they were in their pursuits.
First, we are offering healthier menu options. McDonald’s and Wendy’s both offer a variety of salads, and fruit slices or milk as a replacement for fries and a soda. We tested all the new menu options to see what ones were most popular with women. After our tests, we developed the following products.
Five different kinds of fruit: apples, bananas, pineapple, peaches, and grapes
Calories: 150
Price: $3.99
Comes in a plastic reusable container, and can substitute for fries with no extra cost.
Gourmet Salads: Raspberry vinaigrette spinach salad with gorgonzola cheese and walnuts, Spinach salad with hot bacon dressing and eggs, and Caesar Salad
Calories: 300, 150 without dressing
Price: $4.99
All food products can be made without the bun, making them low in carbohydrates, and South Beach and Atkins diet friendly. This appeals to our audience because these diets are popular for middle aged women. However if women are not on a diet but looking to eat better, we fulfill their needs as well.
As stated previously, Wendy’s and McDonald’s have also added salads to their menu options. Here is what their nutritional value is:
Wendy’s Salads:
Mandarin Chicken Salad-180 (with dressing, almonds, and crispy noodles: 550)
Chicken Caesar Salad-180 (with dressing and croutons: 370)
Chicken BLT Salad-470 (with dressing and croutons: 790)
Southwest Taco Salad-400 (with dressing, chips, and sour cream: 645)
We wanted to be able to rival our competitors. Therefore, all of our salads have a lower calorie count than any of Wendy’s salads, and there is the same amount of options.
After developing these items, we will put them on the menu, and then do a survey after a three month time period to test their effectiveness. We will conduct a survey of 100 women ages 30-40 to see if this change is effective. The survey will ask the following questions:
Have you purchased any of the new menu items?
If so, what ones?
How frequently do you buy them?
How frequently do you come to burger planet?
Do you feel the new choices are healthier?
After this survey, we will be able to determine the effectiveness of adding these new menu items. If proven effective, this will help to change the image of Burger Planet. Women don’t have to go there feeling guilty about what they eat, or ashamed to take their kids; women can go to Burger Planet and feel confident about the choice they have made. These healthy eating options will also be beneficial to children. They can eat healthier, and this will eliminate the need for Burger Planet to worry about the lawsuits that are being filed because children are obese from fast food.
Next, we have hired fitness guru Jayne Petersen to help with our campaign. She helped celebrity Opal Whitcomb lose 75 pounds that she has kept off. This is inspiring for the many women who have been through the ups and down of the diet roller coaster. She emphasizes a message of moderation and variation in dieting, and therefore fits great with our plan. She tells women that a greasy hamburger or soda is not bad every now and again. She relates well with the targeted demographic because she is a part of it.
She will be traveling with Corny the Clown to Burger Planets across the nation to promote the new healthy menu options. She will also be providing nutritional packets and advice to consumers. Our goal in doing this is not only to create revenue, but also to establish a feeling of connection between the community and Burger Planet. We want our consumers to feel like we value them, and we believe that going into the community is the best way to do this. Jayne will also work with the Burger Planet chefs to make tray liners that have nutritional advice.
Pairing Jayne Petersen with Corny the Clown helps to accomplish our third objective which is improving the image of Corny the Clown. Right now, people associate him with the words greasy and addicting. By going on tour with Jayne and promoting the healthy menu items, we hope to rebuild Corny’s reputation to represent the company in a positive way. Instead of being seen as a symbol of greasy fast food, we want Corny to represent positive change at Burger Planet, and the many options that consumers can enjoy. After implementing all of these changes, we will evaluate their success. Surveys at implementation, and several months after will show the effectiveness of our campaign.
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