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Table

of Contents
Executive Summary

Background, History and Operational Environment

Situation Analysis

SWOT Analysis

Key Publics

Customers

11

Millennials

11

First-time Parents

12

Goals and Objectives

14

Budget

19

Timeline

24

Calendar

26

41

Meet the Team

Executive Summary
The aim of this public relations plan is to enhance the perception of Burts Bees as an
environmentally friendly company while establishing a relationship with new customers.
This plan is focused on increasing consumer awareness of Burts Bees recycling programs
by using a social media campaign to show Burts Bees recycling and waste disposal
methods. The plan also focuses on increasing the beauty industry's awareness of natural
products by reaching out to influential bloggers and celebrities to further promote the
brand.
This campaign focuses on millennials and new parents because these groups are diverse
and care about finding the best financial deals. Millennial mothers are just as diverse, but
they have the added pressure of caring for a child. To reach these new parents, this plan
aims to establish a relationship with millennial mothers by exposing them to new products
through a social media campaign featuring influential mommy bloggers and a frequently
asked questions platform with how-to style videos.
To reach these publics, the campaigns strategies and tactics will be influenced by the use of
social media channels, including Twitter, YouTube, Facebook and Instagram. The plan will
also use other promotional materials such as infographics, blogs, videos and coupon
incentives.
To measure the outcome of this campaign, we will use analytical sites such as Hootsuite,
Simply Measured and YouTube to track increases in social media followings and video
views. This plan also aims to collect outcome data through the use of surveys. One survey
will be an online post-purchase questionnaire and will gather information from new
mothers about why they purchased Burts Bees products. The other survey will be
administered by an independent survey company, such as Qualtrics, and will gather
information about millennial mothers.

Background, History, and Operational Environment


Organizations Background and History
Ingram Burt Berg Shavitz was the co-creator and face
behind the Burt's Bees brand of personal care products.1
Shavitz, a Long Island native, originally tried factory work
like his father, but it did not interest him. Shortly after, he
got into photography and worked his way up to being a
freelancer for major publications such as The New York
Times and Life, where he photographed anti-war rallies,
pollution and major public figures such as Malcolm X and
John F. Kennedy.2 Due to the rise of television, Shavitz
decided that the photography market was no longer a viable
option. He packed up his mattress in a Volkswagen bus and
drove upstate to the High Falls, New York area.
While Shavitz was there, the area experienced severe
flooding and he decided to go check out the damage. While
surveying the area, Shavitz stumbled on a swarm of bees on a wooden fencepost. Ironically,
a year before the trip, Shavitz had acquired beekeeping equipment from a man he bought
honey from, but was missing the bees. Shavitz collected the bees and took them back to his
home in Alligerville, New York, and started collecting and selling honey.
Soon after, Shavitz collected 26 hives and moved to rural Maine to continue his growing
business. He marked his hives with Burts Bees to keep them from being stolen and
started selling honey out of his truck. Shavitz eventually got his products into the local
general store. Shavitz met Roxanne Quimby, a single mother of twins, who was a back-tothe-lander. Quimby impressed Shavitz with her ingenuity and self-sufficiency.3 The two
became lovers and business partners, using leftover beeswax from Shavitzs honey to
create wax candles, shoe polish and eventually, lip balm. Quimby designed the brands logo
to include an image of Burts face.
Burts Bees incorporated in 1991. Shavitz owned one-third of the company and Quimby
owned two-thirds. By 1993, the company had grossed over $3 million and Quimby
relocated the headquarters from Maine to Durham, North Carolina. Quimby led product

Feloni, R. (2015, July 6). Burt's Bees cofounder Burt Shavitz died at age 80-here's his crazy success story.
Retrieved January 15, 2016, from http://www.businessinsider.com/success-story-of-burts-bees-latecofounder-burt-shavitz-2015-7
2
Stern, M. (2013, September 11). Burts Bees cofounder Burt Shavitz on the doc Burts Buzz, and losing
millions. Retrieved January 15, 2016, from http://www.thedailybeast.com/articles/2013/09/11/burt-sbees-co-founder-burt-shavitz-on-the-doc-burt-s-buzz-and-losing-millions.html
3
Sharp, D. (2014, June 8). Cofounder of Burt's Bees says he was ousted. Retrieved January 15, 2016, from
http://www.usatoday.com/story/money/business/2014/06/08/co-founder- of-burts-bees-says-he-wasousted/9982551/

development and changed the goods from homemade to factory produced. Shavitz traveled
throughout the East Coast maintaining the brands retail stores.
Shavitz and Quimbys relationship was severed after Shavitz had an affair with a collegeage girl at one of the retail stores. Quimby retaliated by accusing Shavitz of sexual
harassment and as a result ended up buying Shavitz out of the company for a low six
figure sum despite Quimby owning $300 million for her stake in the company.4 By 2001,
retail sales of Burts Bees had reached over $60 million.5 In 2004, Quimby sold 80 percent
of the company to the private-equity firm AEA Investors for $173 million. Under AEAs
direction, Burts Bees product offerings expanded to stores such as CVS, Walgreens and
Target. Two years later, Burts Bees sales were up to $250 million and the Clorox Company
acquired the company for $913 million.6 Cloroxs acquisition of Burts Bees involved much
skepticism from environmentalists who questioned why a corporation that is famous for
selling bleach should also be selling green products. Burts Bees loyalists also accused the
company of selling out. John Replogle, the chief executive of Burts Bees, says he personally
responded to upset customers who left their phone numbers.
Until Burt Shavitzs death last July, he was paid for the use of his image and name on Burts
Bees products. He also traveled on promotional trips to Taiwan to help expand the Burts
Bees brand and connect with fans. Despite his companys success story, Shavitz lived a
modest life in a cluttered house with no running hot water. Although Quimby swindled
Shavitz out of millions, Shavitz feels neutral toward her because money was never a
priority. Ive got everything I need: a nice piece of land with hawks and owls and
incredible sunsets, and the good will of my neighbors.7
Shavitz passed away on July 6, 2015, from respiratory distress.8 Even after Shavitzs death,
he is still used in social media for Burts Bees.9 The classic packaging, which once showed
Shavitzs grizzly appearance, has since been updated. Now the brand uses modern and
clean designs without Shavitzs face on the label.10 There are also more varieties of
products available ranging from different flavored lip balms, scented lotions and even BB
creams. The brand maintains a strong social media presence on Facebook, Instagram,
Twitter, Pinterest, YouTube and Google Plus. Consumers who leave legitimate complaints
on social media typically get a response from a representative at Burts Bees within a few
hours.11 Although the new Burts Bees is quite different from its roots, the brand lives on
4

Story, L. (2008, January 5). Can Burts Bees Turn Clorox Green? Retrieved January 15, 2016, from
http://www.nytimes.com/2008/01/06/business/06bees.html?pagewanted=2&_r=0
5
Ibid
6
Ibid
7
Ibid
8
Moyer, J. (2015, July 6). Burt Shavitz, cantankerous hippie co-founder of Burts Bees, dead at 80. Retrieved
January 15, 2016, from https://www.washingtonpost.com/news/morning-mix/wp/2015/07/06/burtshavitz-cantankerous-hippie-co-founder-of-burts-bees-dead-at-80/
9
Burts Bees. (n.d). Promotions. Retrieved January 20, 2016, from http://www.burtsbees.com
10
Ibid
11
Burts Bees. (n.d.). Timeline [Facebook page]. Retrieved January 19, 2016, from
https://www.facebook.com/burtsbees/

through the millions of consumers across the globe who use Burts Bees products in their
everyday lives.
Operational Environment
Burts Bees is a thriving natural company looking to benefit all parties involved: the
consumers, its business and the planet. The company ensures natural ingredients and
responsible business practices. Burts Bees works towards The Greater Good by
increasing the number of environmentally conscious consumers to better help our earth.12
In a changing business world that
is becoming increasingly
environmentally focused, Burts
Bees exemplifies a green
inspiration and influence. In 2007,
Clorox bought Burts Bees. After
the acquisition, Burts Bees was
accused of selling out because of
Cloroxs controversial reputation
from selling bleach and other harsh
chemicals.
However, Clorox has learned from
the natural and sustainable
company. Instead of following what
many predicted, Clorox surprised
the masses by absorbing many of
Burts Bees business practices.
Since 2007, Clorox has improved
its sustainable sourcing, waste
management and cross-pollinating sustainability. Under the guidance of Burts Bees
sourcing manager, Shannon Hess, Clorox has seen sustainability improvements up 35
percent of its product portfolio.13 Burts Bees is still increasing its profits every year and
lending valuable sustainability knowledge to Clorox. These successes follow the Burts
Bees motto of working towards The Greater Good.
Burts Bees has a strong and environmentally dedicated following who care about the
products they are buying. As a result, many of the naturally conscious consumers have
heavily criticized the brands recent changes. The biggest controversy for Burts Bees is its
participation in the Pollinator Partnership. This partnership is an organization that
12

Our Purpose. (n.d.). Retrieved January 18, 2016, from http://www.burtsbees.com/Our-Purpose/storyphilosophy, default,pg.html
13
Westaway, K. (2013, July 4). How Burt's Bees made Clorox more sustainable. Retrieved January 18, 2016,
from http://www.theguardian.com/sustainable-business/burts-bees-clorox-sustainable-change

promotes the health of pollinators that are critical to food and ecosystems through
conservation, education and research.14
Burts Bees partnered with the organization to help repair the colony collapse of the
honeybees. The natural company wants to help the environment in any way it can and has
partnered to help fund projects through the Pollinator Partnership such as the U.S. Bee
Buffer project, which will help 250 farmers install bee-friendly landscapes bordering their
crops.15 Although this seems to go along with Shavitzs wishes of keeping the company
environmentally-friendly, the Pollinator Partnership sponsors includes companies such as
Bayer, Monsanto and Syngenta, who have used toxic pesticides that are linked to the
massive die-off of honeybees.16
Burts Bees association with these
controversial companies has caused
some customers to cease buying Burts
Bees products. Overall, these vocal
consumers are livid and blame Clorox
for ruining the natural company. They
have commented on social media,
websites and articles about the
partnership. The company has
attempted to respond to the complaints
through social media outlets such as
Facebook, but the public has not been
completely supportive. The image on
the left is Burts Bees writing to its
Facebook followers about the
partnership and its benefits. Although
153 people liked the post, many of the
comments were negative impressions
claiming that Cloroxs efforts are
nothing more than a public relations ploy to deceive consumers into believing the
partnership is effectively benefiting the honeybees. The public is ready for Burts Bees to
take action and is asking the company to break its partnership with the bee-killers. As a
result, The Organic Consumers Association published an action alert to urge consumers to
ask Burts Bees to cut ties with the corporations that make the pesticides by withdrawing

14

Pollinator Partnership. (n.d.). Retrieved January 18, 2016, from http://www.pollinator.org/about.htm


Pollinator Partnership - Programs. (n.d.). Retrieved January 20, 2016, from
http://www.pollinator.org/programs.htm
16
Dwyer, M. (2014, May 9). Study strengthens link between neonicotinoids and collapse of honey bee
colonies. Retrieved January 18, 2016, from http://www.hsph.harvard.edu/news/press-releases/studystrengthens-link-between-neonicotinoids-and-collapse-of-honey-bee-colonies/
15

from the Pollinator Partnership.17 Overall, dedicated customers are concerned with the
reputation of Burts Bees after its buyout from Clorox. If this natural company continues its
corporate alliance with Bayer, Monsanto and Syngenta, it is looking at losing many devoted
customers who will not stand for the annihilation of the honeybees.






































17

Tell Burt's Bees: Stop Consorting with the Bee Killers! (n.d.). Retrieved January 18, 2016, from
http://salsa3.salsalabs.com/o/50865/p/dia/action3/common/public/?action_KEY=17381&track=FB&tag=F
B

Situation Analysis
Burts Bees uses a business model that embraces sustainability by using natural products
and recyclable packaging. The Greater Good model puts forth the idea of good for all,
good for us and good for you.18 Even though Burts Bees has expanded and grown since its
inception in 1991, the focus of the company has stayed the same. Burts Bees is still
committed to providing natural products that are good for the environment and good for
consumers.19 Recently, Burts Bees faced backlash from consumers due to a merger with
Clorox. Even though the companys practices and philosophy have not changed, many
people have accused Burts Bees of altering the natural product formulas and not
maintaining environmentally sustainable business practices.
The main concern from consumers and advocacy groups with the introduction of more
green and all-natural products is how much consumers can actually trust the labels
from big corporations. The demand in the marketplace for products that are
environmentally friendly has increased. Big companies are jumping on the opportunity to
incorporate these practices into their own businesses by acquiring smaller eco-friendly
brands. From 2000 to 2007, Burts Bees annual revenue increased from $23 million to $164
million, due to a rise in consumers gravitating towards natural products.20 Since Clorox
bought Burts Bees in 2007, there has been much skepticism surrounding the companys
values and ethics.21 Many consumers have accused the company of selling out. What was
once a company owned by a couple from the backwoods of Maine is now owned by a
consumer product giant best known for producing bleach. Many environmentalists believe
that bleach can be harmful when drained into the sewers, causing many problems for
wildlife and the environment.22
Burts Bees is a company that has always prided itself on environmental sustainability
within its business practices. Addressing and maintaining these relationship with its
publics is a priority for Burts Bees. As consumers continue to express distrust and
disappointment with the company over social media, it is important for the company to
respond and incorporate new methods of communication between the brand and its
publics. Increasing awareness of Burts Bees business practices and emphasizing company
values will help to change the public perception of the company.


18

Burts Bees. Our Purpose. (n.d.). Retrieved January 18, 2016, from http://www.burtsbees.com/OurPurpose/story-philosophy, default,pg.htm
19
Ibid
20
Story, L. (2008, January 6). Can Burts Bees Turn Clorox Green? Retrieved January 18, 2016, from
http://www.nytimes.com/2008/01/06/business/06bees.html?_r=0
21
Ibid
22
Ibid

SWOT Analysis
Strengths
The Burts Bees grassroots story
and image is recognized
internationally.

Weaknesses
By working with The Pollinator
Partnership, Burts Bees is subject to
the practices and procedures of this
organization.


Burts Bees works towards ultimate
sustainability in its operations,
sourcing and packaging. This results
in a smaller carbon footprint and
happy environmentally conscious
customers.

There is a negative environmental


connotation behind some of Cloroxs
products, such as bleach.

The partnership with Clorox takes


away the natural and homemade
appeal of the products by changing
the classic formula of several
products.

Burts Bees has a wide range of ecofriendly products that can reach a
diverse market.

The company has a strong social
media presence on various
platforms (Twitter, Facebook,
Pinterest, YouTube and Google+)
and has a quick response time to

negative complaints

Because of the unique and natural


formula, manufacturing costs are
higher than the competitors costs.

Shavitz and Quimby had an ugly
falling out that left the company
with a rocky leadership image.

Opportunities

Cloroxs merger with Burts Bees


allows the company to have a larger
number of distribution channels.
Cloroxs acquisition of Burts Bees
allows the company to reach a wider
consumer base with products in
stores such as Walmart and CVS.
The merger between the two
companies allows for a larger
variety of products produced.
Manufacturing of products is easier
because of the larger production
scale that Clorox provides.

Threats

By changing the formulas of popular


products, its possible that loyal
customers may notice the
difference, dislike the change, and
move on to a different brand, such
as Toms.
Customers are publicly complaining
about the products on social media
channels and on Amazon.
Changing the product design and
removing Shavitzs image could
result in a loss of customers who
were only dedicated to Burts Bees
products because of Shavitz and
what he stood for.
The loss of Shavitz severs the
personal connection between early
consumers and the brand.




10

Key Publics
Customers
Customers are an essential key public because they are the people buying, using and
talking about Burts Bees products. These people often use social media to show how they
feel about the Burts Bees
products. After a thorough
examination of
the brands Facebook,
Twitter, Instagram and
Amazon reviews, we know
that Burts Bees customers
are diverse. These customers
consist of men, women,
college students, business
professionals, stay-at-home
parents and other types of people. They range in age and do not occupy any particular
socioeconomic status bracket. The main similarity among all Burts Bees consumers is that
they have a desire, either conscious or not, to use sustainable and natural products. We
believe that Burts Bees needs to focus on millennials and first-time parents as its key
publics because both of these publics are easily accessible and can be persuaded through
peer influence.
Millennials
Millennial Burts Bees customers have the ability to buy health and beauty products but
still care about finding the best financial deal. This group consists of people from 18 to 34
years old. The millennial generation makes up approximately one-third of United States
population and is said to be the driving force behind the economic growth that followed
after the 2007 recession.23 Millennials are shaped by technology, most have taken out
student loans to pay for their education and they are willing to wait before getting married
or buying a home compared to previous generations.24
Time is a very important concept to Millennials. Since they tend to fill almost every waking
moment of their day with tasks, they do not have much time to perform day-to-day

23

The White House. (2014, October). 15 Facts About Millennials. Retrieved February 4, 2016, from
https://www.whitehouse.gov/sites/default/files/docs/millennials_report.pdf
24
Ibid

11

responsibilities.25 Millennials also tend to trust corporate institutions more than their
predecessor generations.26 This trusting attitude makes them a generally latent public.
Some people are aware of what has been happening with Burts Bees, but for the most part,
millennials are either too busy or too trusting to be bothered by any situation.
Within the demographic of Millennials, we are targeting women who wear makeup since
Burts Bees has a large line of beauty products. Women use makeup for a variety of reasons.
For example, in a recent study by the Angeles University Foundation, 62 percent of women
reported wearing makeup to enhance their perception of their own self-image.27 Ten years
ago, women typically started wearing makeup between the ages of 13 to 15 years old, but
now that age has now dropped to 11 years old.28 According to another survey, 89 percent
of women believe that girls should wait at least until the age of 12 and a half before
wearing any kind of makeup.29 With a $30 billion increase in the beauty industry's revenue
from 2003 to 2016, we can safely say this industry is growing rapidly.30 Burts Bees should
focus on seeking out the millennial women who want to wear makeup, but still have the
environmental concern that drives them towards purchasing Burts Bees products.
Millennials love online shopping and are among the biggest contributors to this consumer
trend. This generation also buys Burts Bees products at Target, Walmart, Walgreens, CVS
and Ulta. Pew Research has found that 90 percent of people ages 18 to 29 use social media
on a daily basis.31 These consumers are engaging with Burts Bees on various social media
platforms, including Facebook, Twitter, Instagram and even Pinterest. 84 percent of
millennials said that user-generated reviews, even if by a stranger, are influential in what
and how they buy things.32 Using the Internet and social media would be an effective way
to reaching this audience because they are already engaged online.

25

American Express. (2014). 7 Things Millennials Value Most at Work. Retrieved February 04, 2016, from
https://www.americanexpress.com/us/small-business/openforum/articles/7-things-millennials-valuemost-at-work/
26
Pew Research. (2009). The Millennials. Retrieved February 04, 2016, from
http://www.pewresearch.org/2009/12/10/the-millennials/
27
Afable, A. (2014, March). Reason Why Women Wear Makeup: A Descriptive Study. Retrieved February 16,
2016, from https://www.academia.edu/9327064/Reason_Why_Women_Wear_Makeup_A_Descriptive_Study
28
Smith, L. (2014, March 26). THIS is the average age girls now start wearing make-up. Retrieved February
16, 2016, from http://www.glamourmagazine.co.uk/news/beauty/2014/03/26/average-age-women-girlsstart-wearing-make-up-drops
29
Ibid
30
Statista. (2016). Revenue of the cosmetic industry in the U.S. 2002-2016 | Forecast. Retrieved February 16,
2016, from http://www.statista.com/statistics/243742/revenue-of-the-cosmetic-industry-in-the-us/
31
Pew Research. (2015). Social Media Usage: 2005-2015. Retrieved January 28, 2016, from
http://www.pewinternet.org/2015/10/08/social-networking-usage-2005-2015/
32
Millennials. (2012, January). Retrieved from
http://resources.bazaarvoice.com/rs/bazaarvoice/images/201202_Millennials_whitepaper.pdf

12

First-Time Parents
First-time parents are a diverse group of customers. This public is just as diverse as the
Burts Bees millennial customers, but they have the added pressure of having to take care
of a child. The average age of first-time parents in the United States is 25.8 years old.
However, this number can vary significantly depending upon a multitude of factors,
including socioeconomic status, location and cultural beliefs.33 According to a 2008 USDA
report, the average middle-class family will spend about $12,000 on their child during their
first year of life.34 In another study, parents expressed concern about finding good
products on the market for their children.35 However, parents are often caught in the
dilemma of wanting to buy what is best for their child while trying to save as much money
as possible.
Parents also have a conscious awareness of what they are using on their children's bodies.
This makes them an aware public. If presented with a product that is natural and one that
is unnatural, they would typically choose
the natural product. Since the average
age of a first-time parent falls in the
middle of the millennial generations age
range, we can conclude that most of these
people are on social media. Research has
shown that 77 percent of those in the 30-
to 49-year-old age range use social
media.36 Some customers engage with
other potential customers of the Burts
Bees brand by writing product reviews on Amazon. Like the millennial generation, parents
often seek out advice from other parents when figuring out what to do for their child, even
if they do not know the person. Word-of-mouth referrals and Amazon reviews are often
the first line of inquiry for first-time parents. Once parents find a source of information,
they are often more likely to continually go back to that source for more information later
on.37 Reaching out to new parents through product samples in baby registry kits and
interacting with online reviews, on Burts Bees social media platforms and Amazon, would
be the best ways to reach this public. Early communication and maintaining trust are key
factors to starting a relationship with these new parents.
33

50 Facts: Global health situation and trends 1955-2025. (n.d.). Retrieved February 04, 2016, from
http://www.who.int/whr/1998/media_centre/50facts/en/
34
News Release. (n.d.). Retrieved February 04, 2016, from
http://www.usda.gov/wps/portal/usda/usdahome?contentid=2014/08/0179.xml
35
Greggs, Zoe. (2009). Marketing Strategies Within the Baby Industry. Retrieved February 4, 2016, from
http://commons.emich.edu/cgi/viewcontent.cgi?article=1137&context=honors
36
Ibid
37
Ibid

13

Goals and Objectives


Problem Statement:
After Burts Bees merger with the Clorox corporation, various publics have expressed
concerns about the brands changing business practices. These include the authenticity of
Burts Bees natural products and its affiliation with the Pollinator Partnership.

Reputation Management Goal:


1. Enhance the perception of Burts Bees as an environmentally friendly corporation.
Objective 1:
Increase consumer awareness of Burts Bees recycling program by 10 percent by July 1,
2016.
Primary message 1
Recycling is a priority to the Burts Bees brand.


Secondary messages
1. It is easy and free for customers to mail back used containers through
our Recycle on Us campaign. Consumers receive a prepaid mailing label can
use sustainable packaging to send back their empty containers.
2. Recycling through the program is the only way to ensure the empty
product tubes get reused. Due to Burts Bees small containers, most do not
make it through the sorting process at recycling centers.
Strategy 1
Use a social media campaign to show Burts Bees recycling/ waste disposal
methods.


Tactic 1
We will create a video about Burts Bees recycling and waste disposal
methods. This one-minute video will show the life of a Burts Bees product
from its creation to its journey back from the Recycle on Us campaign. It will
feature workers from the Burts Bees manufacturing and recycling plants.
The video will shows consumers the manufacturing process and inform them
about some of the reasons why the company supports recycling. The video
will be shared on the brands Facebook and Twitter channels. At the end of

14

the video will be a call-to-action inviting consumers to recycle their empty


containers. There will be easy instructions and a link for more information.

Tactic 2
Create a contest featuring consumers creative recycling containers they have
made to return empty product tubes. The contest will be held on Instagram
and feature recycling containers that the customers have designed. The
winner of the competition will be determined by who has the most likes on
their photo. The winner will receive a limited edition Burts Bees gift basket.
Tactic 3
Create an infographic about the impact of Burts Bees recycling efforts. This
infographic will introduce consumers to the Recycle On Us program. It will
show consumers the process from when they send their empty tubes in the
mail to when Burts Bees puts the packaging back on the shelves.
Evaluation
To measure the outcomes of this objective, we will use Hootsuite and Simply
Measured to evaluate Burts Bees social presence before and after the
campaign. During the campaigns duration, we will compare the number of
social media impressions to see if there was a significant increase in traffic on
the social media platforms. We will use the statistics from before the
campaign started as a baseline, and we will compile the media impressions
every month to see if there is any change. We will evaluate the number of
media impressions to determine if customer awareness increased by 10%.

Objective 2:
Increase beauty industry awareness of natural products by 15 percent by July 1, 2016.

Primary Message 1
Beauty that is simply beautiful.
Secondary Messages
1. All Burts Bees products are made with natural ingredients.
2. Burts Bees has a wide variety of products for all your beauty needs.

Strategy 1
Create partnerships between influential eco-friendly celebrities and Burts Bees.

15

Tactic 1
Create video tutorials of fashion designer Rachel Zoe using Burts Bees products.
The videos will be posted on Facebook and YouTube. The videos will be three to five
minutes in length and focus on skin treatment and prevention using Burts Bees
facial cleansers and moisturizers.
Strategy 2
Create partnerships between popular eco-friendly YouTube bloggers and Burts Bees.
Tactic 2
Create a video tutorial of popular blogger Kendra Atkins using Burts Bees products
for makeup tutorials. The video will be three to five minutes in length and feature a
how-to on achieving an all-natural look with Burts Bees makeup. This video will be
posted on Burts Bees YouTube channel and will be shared on the brands Facebook
page.
Evaluation
For the outcome measure of this objective, we will use YouTube and Hootsuite
analytics platforms to monitor the number of views. We will evaluate to see if the
number of YouTube followers on our page has increased. We will also monitor if the
number of Zoes followers have increased to determine if viewers like her as a face
of Burts Bees.
Relationship Management Goals:
1. Establish a relationship with new customers.
Objective 1:
Increase the number of relationships Burts Bees has with millennial mothers (ages 18-28)
by 10 percent by June 1, 2016.
Primary Message 1
Burts Bees has excellent baby products.
Secondary Messages
1. Burts Bees products are natural.
2. Burts Bees products are safe to use on your child.
3. Other parents use and recommend these products.
Strategy 1
Expose new moms to Burts Bees baby products.
16

Tactic 1
New mothers who sign-up for Targets baby registry will receive free Burts Bees
baby product samples.
Tactic 2
We will promote through Facebook, Twitter and Instagram that Burts Bees in giving
people a coupon for free Burts Bees Original Tear Free Shampoo & Wash. They will
be asked to enter their email on the Burts Bees website in exchange for the coupon.
They will be able to print it or have an electronic version sent to their emails that
can be accessed on any smart phone.
Evaluation
This outcome will be measured by administering a survey request when consumers
enter their emails in exchange for the coupon. This will not completely cover all of
the people who are buying baby products but will give those who are willing to give
us their email a chance to answer a post-purchase survey about why they chose to
buy Burts Bees products. In the survey one of our questions could be about how
they heard about the Burt's Bees baby line so that we can measure if tactics one and
two are working.


Strategy 2
Create a social media campaign through influential mommy bloggers.

Tactic 1
Send Burts Bees baby product samples to the top five influential mommy bloggers:
1. LaDonna Dennis - Mom Blog Society
2. Liz Gumbinner - Cool Mom Picks
3. Scarlet Paolicchi - Family Focus Blog
4. Jacinda Boneau and Jaime Morrison Curtis - Pretty Prudent
5. Jenn Worden - Jenns Blah Blah Blog

Encourage bloggers to write about the products and remind them to disclose that
they were sent free samples. Their blog posts and reviews will be re-posted on
Burts Bees social media platforms. This benefits Burts Bees because it could
introduce the brand to more people while allowing bloggers to gain more followers.

Tactic 2
Create a frequently asked questions opportunity where new mothers can ask
questions about Burts Bees baby products. With these questions, we will create
videos that answer their questions about the baby products and parenting in
17

general (task sharing). In addition to the platform, these videos will be shared on
Facebook and Instagram.

Evaluation
To measure these outcomes, Burts Bees will hire an independent survey company,
such as Qualtrics, to survey moms. This would be a pre-test/post-test model. We
will review the survey results to see if there is a 10% increase in millennial mothers
purchasing Burts Bees products.

18

Burts Bees Communication Plan Budget


The total cost for this plan, including all objectives, strategies and evaluations: $80,739
Reputation Management Goal:
1. Enhance the perception of Burts Bees as an environmentally friendly corporation.
Objective 1, Strategy 1:
Increase consumer awareness of Burts Bees recycling program by using a social media
campaign to show Burts Bees recycling and waste disposal methods.
Total cost of this strategy: $7,710


Tactic 1:
A one-minute video about Burts Bees recycling and waste disposal methods:
Two hours of labor to conduct pre-campaign analytics, $75/hour,
$150 total
Cost of hiring a video production company: $5,000
Total cost of this tactic: $5,150

Tactic 2:
An Instagram contest featuring consumers creative recycling containers they
have made to return empty product tubes. The winner will receive a limited
edition Burts Bees gift basket.
Two hours of labor to conduct pre-campaign analytics, $75/hour,
$150 total
Price of gift basket: $150
Shipping cost: $15
Total cost of this tactic: $315
Tactic 3:
An infographic about the impact of Burts Bees recycling efforts. This
infographic will introduce consumers to the Recycle On Us program.
Two hours of labor to conduct pre-campaign analytics, $75/hour,
$150 total
Three hours of planning, two account coordinators, $75/hour each,
$225 total
Four hours of designing the infographic, one account coordinator,
$75/hour, $300 total

19

One week of Facebook sponsored posts (spread out over a month) at


$100/ day, $700 total
Total cost of this tactic: $1,375
Evaluation
To measure the outcomes of this objective, we will use Hootsuite and Simply
Measured to evaluate Burts Bees social presence before and after the
campaign.
One year Hootsuite membership: $10/month, $120 total
Twelve hours of labor: $75/hour, $900 total
Total cost of this evaluation: $1,020
Total Cost of Objective One: $7,860
Objective 2, Strategy 1:
Increase beauty industry awareness of natural products through partnerships with
influential eco-friendly celebrities and Burts Bees.
Total cost of this strategy: $19,150
Tactic 1:
Create video tutorials of fashion designer Rachel Zoe using Burts Bees products.
The videos will be posted on Burts Bees Facebook page and YouTube channel. The
videos will be 3-5 minutes in length and focus on skin treatment and prevention
using Burts Bees facial cleansers and moisturizers.
Two hours of labor to conduct pre-campaign analytics, $75/hour, $150 total
One full day of filming (three videos) with Rachel Zoe: $6,000/day
Editing video footage from two hours of film to 3-5 minutes video segments:
$4,000/per video, $12,000 total
Videographer: $1,000/day
Total cost of this tactic: $19,150
Objective 2, Strategy 2:
Create partnerships between popular eco-friendly YouTube bloggers and Burts Bees.
Total cost of this strategy: $925

Tactic 1:
A video tutorial of popular blogger Kendra Atkins using Burts Bees products for a
makeup tutorial. The video will be three to five minutes in length.
20

Two hours of labor to conduct pre-campaign analytics, $75/hour, $150 total


Price of gift basket: $150
$250 check to pay Zoe for her time
Total cost of this tactic: $550

Evaluation
For the outcome measure of this objective, we will use YouTube and Hootsuite
analytics platforms to monitor the number of views. We will evaluate to see if the
number of the YouTube followers on our page have increased.
Five hours of labor: $75/hour, $375 total
Total cost of this evaluation: $375
Total Cost Of Objective Two: $20,075
Relationship Management Goals:
1. Establish a relationship with new customers.
Objective 3:
Establish a relationship with millennial mothers (ages 18-28) by 10% by June 1, 2016.
Total cost of this objective: $52,804
Objective 3, Strategy 1
Expose new moms to Burts Bees baby products.
Total cost of this strategy: $4,404

Tactic 1:
People who enter their emails online will be sent a Burts Bees coupon for a
promotional item to their emails.
Two hours of labor to conduct pre-campaign analytics, $75/hour, $150 total
Total cost of this tactic: $150
Tactic 2:
Burts Bees baby coupons and promotional offers will be posted online on popular
coupon websites. These websites include Coupons.com, LocalSaver, Coupon Suzy
and 11 other major coupon sites.
One year LocalSaver membership, $99/per month (first month is free),
$1,089 total
Two hours of labor to conduct pre-campaign analytics, $75/hour, $150 total
Total cost of this tactic: $1,239
21

Evaluation
This outcome will be measured by administering feedback requests when
consumers purchase Burts Bees baby products online through the GetFeedback
program.
Seven hours of labor for post-survey analysis: $75/hour, $525 total
GetFeedback subscription for the year: $24/month, $288 total
Total cost of this evaluation: $813

Objective 3, Strategy 2
Create a social media campaign through influential mommy bloggers.
Total cost of this strategy is $48,400.

Tactic 1
Send Burts Bees baby product samples to the top five influential mommy bloggers:
1. LaDonna Dennis - Mom Blog Society
2. Liz Gumbinner - Cool Mom Picks
3. Scarlet Paolicchi - Family Focus Blog
4. Jacinda Boneau and Jaime Morrison Curtis - Pretty Prudent
5. Jenn Worden - Jenns Blah Blah Blog

Encourage bloggers to write about the products and remind them to disclose that
they were sent free samples from Burts Bees. Their blog posts and reviews will be
re-posted on Burts Bees social media platforms. This benefits both parties because
it could introduce the brand to more people and allows bloggers to gain more
followers.
Five baskets, $185/per basket, $925 total
Five hours of labor, $75/hour, $375 total
Total cost of this tactic: $1,300
Tactic 2
Create a frequently asked questions platform (as part of the company website)
where new mothers can ask questions about Burts Bees baby products. With these
questions, we will create videos that answer their questions about the baby
products and parenting in general (task sharing). In addition to the platform, these
videos will be shared on Facebook and Instagram.
Thirteen one-minute videos released every week for one quarter

22

Editing video footage from two hours of film to one-minute video segments:
$2,000/per video, $26,000 total
Videographer: $1,000/day, $13,000 total
Total cost of this tactic: $39,000

Evaluation
To measure these outcomes, Burts Bees will hire out an independent survey
company, such as Qualtrics, to survey moms. This would be a pre-test/post-test
model. There would be an additional cost to go along with this. We will review the
survey results to see if there is a 10% increase in millennial mothers purchasing
Burts Bees products.
Surveying 1,000 specialized sample customers (millennial moms) $7.50 each
survey/ $7,500 total
Three hours of labor for an agency research analyst: $200/hour, $600 total
Total cost of this evaluation: $8,100

Total Cost Of Objective Three: $52,804

The total cost for this plan, including all objectives, strategies and
evaluations: $80,739








23

Timeline
First quarter: July 1- Sept. 30
Objective 1, Strategy 1, Tactic 1: Recycling Video
-Full social analytics will be conducted on June 30. This will provide the baseline for
our campaign.
-Video will be released on July 1 on Facebook and Twitter.
-Video will be shared on Facebook, Twitter and the Burts Bees website three times
throughout the quarter (Ideally July 1, Aug. 1, Sept. 1).
-Post-campaign analytics will be conducted on Sept. 2.
Objective 1, Strategy 1, Tactic 2: Instagram Contest

-Conduct baseline Instagram stats on Aug. 31.

-Campaign begins Sept. 1 and will run until Sept. 15.

-Sept. 1, 2 and 3 will be posts related to contest information and rules

-Sept. 4-14 will feature one post a day of a contest entry

-Sept. 15 is when the winner is announced on Instagram and Twitter

-Post-campaign analytics will be conducted Sept. 16.
-Objective 1, Strategy 1, Tactic 3:
-Pre-campaign analytics will be conducted on July 30.
-Infographic released on Aug. 1 on Facebook.
-It will be promoted on Facebook for seven days over the course of the month.
-Promoted posts will take place on Aug. 1, 5, 10, 15, 19, 24 and 29.
-Post-campaign analytics will be conducted on Aug. 30.
Second Quarter: Oct. 1-Dec. 31
Objective 3, Strategy 1, Tactic 1&2: Coupon Strategy
Expose new moms to Burts Bees baby products.

-Pre-campaign analytics will be conducted on July 1
-Campaign runs all year
-Monthly: Check GetFeedback answers
-Monthly: Feature coupon advertising from LocalSaver account
-Post-campaign analytics will be conducted on June 30
Third Quarter: Jan. 1-March 31

Objective 2, Strategy 1, Tactic 1: Video tutorials of fashion designer Rachel Zoe
-Pre-campaign analytics will be conducted on Jan. 17
24

-Release one video per month on YouTube and Facebook for three consecutive
months
-Videos will be first released on Jan. 18, Feb. 15, March 22
-Videos will be shared via social channels again on Jan. 25, Feb. 22, March 29
-Post-campaign analytics will be conducted on March 30

Objective 2, Strategy 2, Tactic 1: Video tutorial of popular blogger Kendra Atkins using
Burts Bees products
-Pre-campaign analytics will be conducted on Feb. 28
-This video will be shared on Burts Bees YouTube channel and Facebook page
ideally between 12-16
-Post-campaign analytics will be conducted on March 31.
Fourth Quarter: April 1-June 30
Objective 3, Strategy 2, Tactic 1: Sending Burts Bees samples to mommy bloggers

-Send out a basket to each blogger
-Send basket to LaDonna Dennis on July 1, share their post between then to Sept. 30
-Send basket to Liz Gumbinner on Aug. 1, share their post between then to Oct. 30
-Send basket to Scarlet Paolicchi on Sept. 1, share their post between then to Nov. 30
-Send basket to Jacinda Boneau on Nov. 1, share their post between then to Dec. 30
-Send basket to Jaime Morrison Curtis on Dec. 1, share their post between then to
Jan. 30
-Send basket to Jenn Worden on Jan. 1, share their post between then to Feb. 30
Objective 3, Strategy 2, Tactic 2: FAQ videos

-Pre-test surveys will be conducted through the week of March 28-April 4

-Release one video every week, on Thursdays, for a quarter

-April 6-June 29
-Videos will be released on April 6, April 13, April 20, April 27, May 4, May 11, May
18, May 25, June 1, June 8, June 15, June 22, June 29

-Post-test surveys will be conducted through June 29- July 6

25

July 2016
Sunday

Monday

Tuesday

Wednesday

Thursday
30
Recycling
Video-Social
Media
analytics
(Pre
Campaign)
Surveys of
FAQ
Videos(Post
Campaign)

3
Surveys of
FAQ
Videos(Post
Campaign)

4
Surveys of FAQ Videos(Post Campaign)

10

5
Surveys of
FAQ
Videos(Post
Campaign)

11

Friday
1
Recycling
Video-Release
on Twitter,
Facebook
and
website.
Surveys of
FAQ
Videos(Post
Campaign
Send
Basket
LaDonna
Dennis
Coupons:
Pre
Campaign
Analytics

Share
Posts
LaDonna
Dennis

9
Share
Posts
LaDonna
Dennis

13

14

15

Coupons: Feature one


of the coupon website
posts on Facebook,
Twitter and website.
#moneysavingmondays

17

2
Surveys of
FAQ
Videos(Post
Campaign)

Surveys of
FAQ Videos(Post
Campaign)

12

Saturday

16
Share
Posts
LaDonna
Dennis

18

19

20

21

22

23
Share
Posts
LaDonna
Dennis

24

25

26

27

28

29
Coupons:
Feature

30
Share

26

one of the
coupon
website
posts on
Facebook/

31

Posts
LaDonna
Dennis

27

August 2016
Sunday

Monday

Tuesday

1
Recycling Video
Re-share video on
Twitter, Facebook.
Send BasketLiz Gumbinner
Coupons: Post
Campaign Analytics
(get feedback/ checkin)

Wednesday Thursday

Friday

Saturday
5

Share
Posts
Liz
Gumbinner

Share
Posts
LaDonna
Dennis

10

11

12

Share
Posts
Liz
Gumbinner

14

15
Coupons: Feature one
of the coupon website
posts on Facebook,
Twitter and website.
#moneysavingmondays

21

17

18

19

Share
Posts
Liz
Gumbinner

23

29

24

25

26

Liz
Gumbinner

27
Share
Posts
LaDonna
Dennis

30
Share
Posts

20
Share
Posts
LaDonna
Dennis

Share
Posts
Liz
Gumbinner

28

13
Share
Posts
LaDonna
Dennis

16

22

31
Instagram
Contest
Look at
baseline
Instagram
statistics

28

September 2016
Sunday

Monday

Tuesday

Wednesday

Thursday

1
Recycling
Video
Re-share
video on
Facebook and
Twitter
Instagram
Contest
Contest rules
and entry
information on
Instagram
Send
Basket
Scarlet
Paolicchi
Coupons:
Look at/ get
feedback

4
Instagram
Contest
Feature an
entry on
Burts Bees
Instagram

11
Instagram
Contest
Feature an
entry on
Burts Bees
Instagram

5
Instagram
Contest
Feature an
entry on
Burts Bees
Instagram

12
Instagram
Contest
Feature an
entry on
Burts Bees
Instagram
Coupons:
Feature one
of the coupon
website posts
on Facebook/

6
Instagram
Contest
Feature an
entry on
Burts Bees
Instagram
Share
Posts
Liz
Gumbinner

13
Instagram
Contest
Feature an
entry on
Burts Bees
Instagram
Share
Posts
Liz
Gumbinner

7
Instagram
Contest
Feature an
entry on Burts
Bees
Instagram

14
Instagram
Contest
Feature an
entry on Burts
Bees
Instagram

Friday
2
Recyling
Video
Postcampaign
analytics will
be conducted.
Instagram
Contest
Contest rules
and entry
information on
Instagram
Share
Posts
Scarlet
Paolocchi

8
Instagram
Contest
Feature an
entry on
Burts Bees
Instagram

15
Instagram
Contest
The contest
end.
Announce a
winner on our
Instagram.

Saturday
3

Instagram
Contest
Contest rules
and entry
information
Share
Posts
LaDonna
Dennis

9
Instagram
Contest
Feature an
entry on
Burts Bees
Instagram
Share
Posts
Scarlet
Paolocchi

10
Instagram
Contest
Feature an
entry on
Burts Bees
Instagram
Share
Posts
LaDonna
Dennis

16
Instagram
Contest
Run post
campaign
analytics and
ship winner
their basket.
Share
Posts
Scarlet
Paolocchi

17

Share
Posts
LaDonna
Dennis

29

18

19

20

21

22

Share
Posts
Liz
Gumbinner

25

26

23
Share
Posts
Scarlet
Paolocchi

27

28

Share
Posts
Liz Gumbinner

29

24
Share
Posts
LaDonna
Dennis

30
Infographic
Pre-campaign
analytics
Share
Posts

Scarlet
Paolocchi

30

October 2016
Sunday

Monday

Tuesday

Wednesday

Thursday

Friday

Saturday

1
Infographic
Release on
Facebook.
Boost post on
Facebook.
Coupons:
Post
Campaign
Analytics (get
feedback/
check-in)

4
Share
Posts
Liz
Gumbinner

10
Infographic
Boost post on
Facebook.
Coupons:
Feature one
of the coupon
website posts
on Facebook/

16

11

23

17

13

19

20

Infographic
Boost post on
Facebook.

31

14

15
Infographic

25

26

Share
Posts

Boost post on
Facebook.

21

22

Share
Posts
Scarlet
Paolocchi

27

28

29

Share
Posts

Liz Gumbinner

30

Share
Posts
Scarlet
Paolocchi

12

18

24

Share
Posts
Scarlet
Paolocchi

Infographic
Boost post on
Facebook.

Share
Posts
Liz
Gumbinner

Share
Posts
Liz
Gumbinner

5
Infographic
Boost post on
Facebook.

Scarlet
Paolocchi

31

Infographic
Post-campaign
analytics
conducted.

32

November 2016
Sunday

Monday

Tuesday

1
Send
Basket
Jacinda
Boneau
Coupons:
Post
Campaign
Analytics (get
feedback/
check-in)

Wednesday

Thursday

Friday

Share Posts
Jacinda
Boneau

14

15

Coupons:
Feature one
of the coupon
website posts
on Facebook/

20

10

16

22

17

27

28

23

29

24

12

18

19

25

26

Share
Posts
Scarlet
Paolocchi

30
Share Posts

11

Share
Posts
Scarlet
Paolocchi

Share Posts
Jacinda
Boneau

Share
Posts
Scarlet
Paolocchi

Share Posts
Jacinda
Boneau

21

4
Share
Posts
Scarlet
Paolocchi

Share Posts
Jacinda
Boneau

13

Saturday

Jacinda
Boneau

33

December 2016
Sunday

Monday

Tuesday

Wednesday


Share Posts
Jacinda
Boneau

Thursday

1
Send
Basket
Jaime
Morrison
Coupons:
Post
Campaign
Analytics (get
feedback/
check-in)

12

13

Coupons:
Feature one
of the coupon
website posts
on Facebook/

18

14

20

15

25

26

21

27

22

Jacinda
Boneau

10

16

17

23

24

Share
Posts
Jaime
Morrison

28
Share Posts

Share
Posts
Jaime
Morrison

Share Posts
Jacinda
Boneau

Share
Posts
Jaime
Morrison

Share Posts
Jacinda
Boneau

19

Saturday

Share
Posts
Jaime
Morrison

Share Posts
Jacinda
Boneau

11

Friday

29

30
Share
Posts

31

Jaime
Morrison

34

January 2017
Sunday

Monday
1

Send
Basket
Jenn Worden
Coupons:
Post
Campaign
Analytics (get
feedback/
check-in)

Tuesday

Wednesday

Thursday

Friday

Share
Posts
Jenn Worden

10

11

12

Share
Posts
Jenn Worden

22

17
Conduct
Analytics of
Rachel Zoe
(Pre
Campaign)

23

29

19

13

14

20

21

27

28

Share
Posts
Jaime
Morrison

25

26

Rachel Zoe
Video 1Release again
via social
media
channels.

30
Share
Posts

18
Rachel Zoe
Video 1
Released on
YouTube and
Facebook.

24

Share
Posts
Jenn Worden

Share
Posts
Jaime
Morrison

16
Share
Posts
Jenn Worden
Coupons:
Feature one
of the coupon
website posts
on Facebook/

6
Share
Posts
Jaime
Morrison

15

Saturday

31

Share
Posts
Jaime
Morrison

Jenn Worden

35

February 2017
Sunday

Monday

Tuesday

Wednesday

Thursday

Friday

Saturday

10

11

15

16

17

18

23

24

25

Coupons:
Post
Campaign
Analytics (get
feedback/
check-in)

Share
Posts
Jenn Worden

12

13

14

Rachel Zoe
Video 2
Released on
YouTube and
Facebook.

Share
Posts
Jenn Worden
Coupons:
Feature one
of the coupon
website posts
on Facebook/

19

20

21

Share
Posts
Jenn Worden

26

27
Share
Posts
Jenn Worden

22
Rachel Zoe
Video 2Released
again via
social media
channels.

28
Conduct
Analytics of
Kendra
Atkins-
(Pre
Campaign)

36

March 2017
Sunday

Monday

Tuesday

Wednesday

Thursday

Friday

Saturday

10

11

16

17

18

23

24

25

30

31

Coupons:
Post
Campaign
Analytics (get
feedback/
check-in)

12
Kendra Atkins
VideoReleased on
Burts Bees
YouTube and
Facebook.

13
Kendra Atkins
VideoReleased on
Burts Bees
YouTube and
Facebook.

19

20

14
Kendra Atkins
VideoReleased on
Burts Bees
YouTube and
Facebook.

21

Coupons:
Feature one
of the coupon
website posts
on Facebook/

26

27

15
Kendra Atkins
VideoReleased on
Burts Bees
YouTube and
Facebook.

22

Kendra Atkins
VideoReleased on
Burts Bees
YouTube and
Facebook.

Rachel Zoe
Video 3Released on
YouTube and
Facebook.

28
Surveys of
FAQ Videos-
(Pre
Campaign)

29
Rachel Zoe
Video 3-
Released again
via social
media
channels.
Surveys of FAQ
Videos-
(Pre
Campaign)

Conduct
Campaign
Analytics of
Rachel Zoe-
(Post
Campaign)
Surveys of
FAQ Videos-
(Pre
Campaign)

Conduct
Campaign
Analytics of
Kendra
Atkins-
(Post
Campaign)
Surveys of
FAQ Videos-
(Pre
Campaign)

37

April 2017
Sunday

Monday

Tuesday

Wednesday

Thursday

Friday

Saturday

1
Surveys of
FAQ Videos-
(Pre
Campaign)
Coupons:
Post
Campaign
Analytics (get
feedback/
check-in)

2
Surveys of
FAQ Videos-
(Pre
Campaign)

3
Surveys of
FAQ Videos-
(Pre
Campaign)

Surveys of
FAQ Videos-
(Pre
Campaign)

10

11

12

Coupons:
Feature one
of the coupon
website posts
on Facebook/

16

14

15

21

22

FAQ Video 1Release on


Facebook and
Instagram.

13
FAQ Video
2Release on
Facebook and
Instagram.

17

18

19

20
FAQ Video 3Release on
Facebook and
Instagram.

23

24

30

25

27
FAQ Video 4-

28

29

Release on
Facebook and
Instagram.

26

38

May 2017
Sunday

Monday

Tuesday

Wednesday

Coupons:
Post
Campaign
Analytics (get
feedback/
check-in)

Thursday

Friday

Saturday
5

12

13

19

20

26

27

FAQ Video 5Release on


Facebook and
Instagram.

10

11
FAQ Video 6Release on
Facebook and
Instagram.

14

15

16

17

Coupons:
Feature one
of the coupon
website posts
on Facebook/

21

18
FAQ Video 7Release on
Facebook and
Instagram.

22

23

24

25
FAQ Video 8Release on
Facebook and
Instagram.

28

29

30

31

39

June 2017
Sunday

Monday

Tuesday

Wednesday

Thursday

Friday

Saturday
2

10

16

17

23

24

FAQ Video 9Release on


Facebook and
Instagram.

8
FAQ Video
10Release on
Facebook and
Instagram.

11

12

13

14

Coupons:
Feature one
of the coupon
website posts
on Facebook/

18

15
FAQ Video
11Release on
Facebook and
Instagram.

19

20

21

22
FAQ Video
12Release on
Facebook and
Instagram.

25

26

27

28

29
FAQ Video
13Release on
Facebook and
Instagram.


Surveys of
FAQ Videos-
(Post
Campaign)

30

Coupons: Post
Campaign
Analytics
(Final checkin)
Surveys of
FAQ Videos-
(Post
Campaign)



40

Meet the Team


Ally Kron
Account Coordinator
Ally is a senior public relations major with a Spanish minor at
the University of Oregon. Previously, she preformed social
media work for a start-up company in San Francisco where
she pinned hundreds of posts on Pinterest and reached out to
25 bloggers using Twitter. Ally is an active member of the
Gamma Phi Beta sorority and has held positions that
required her to organize multiple social events. Her favorite
product is the Burts Bees original lip balm because of its
refreshing qualities.
Natalie Mangan
Account Coordinator
Natalie is a senior public relations major with a business
administration minor at the University of Oregon. She
currently works for Oregon Athletics and the Pac-12 Networks
in video production. Previously, Natalie has worked at a global
public relations agency in San Francisco where she pitched to
reporters from the New York Post and the Chicago Tribune and
served on five client teams. Her favorite Burts Bees product is
the Burts Bees shea butter hand repair creme.
Brooke Adams
Account Coordinator
Brooke is a senior public relations major at the University of
Oregon. She currently works for Capstone Collegiate
Communities as a marketing assistant, in addition to working
for the UO Global Studies Institute as a Web assistant.
Previously, Brooke interned for a media group in Bend,
Oregon, where she worked in the programing department for
five radio stations editing, mixing and producing commercial
spots. Her favorite Burts Bees product is the cranberry and
pomegranate sugar scrub.

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Chloe Shaughnessy
Account Coordinator
Chloe is a senior public relations major with a psychology
minor at the University of Oregon. She currently works for the
University of Oregon radio station, KWVA, as the marketing
director and at ASPIRE Oregon as a media coordinator.
Previously, Chloe has worked as a teaching assistant at the
School of Journalism and Communication where she helped
mentor transfer students who were settling into the University.
Her favorite Burts Bees product is the pumpkin spice lip balm.

Brianna Montarello
Account Coordinator
Brianna is a senior public relations major at the University of
Oregon. Previously, she interned for a nonprofit ballet
organization in Eugene as an outreach coordinator. Brianna
helped draft news releases and maintain communication with
the media about the organizations upcoming seasons and
shows. She also helped organize and plan events, as well as
manage several of the organizations social media platforms.
Her favorite Burts Bees product is the citrus facial scrub.

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