Great Harvest Bread Company

PUBLIC RELATIONS PLAN

Table of Contents
Executive Summary...............................
Background............................................
Challenges..............................................
Budget.....................................................
Survey Statistics.......................................
Website....................................................
The Three Gs...........................................
Social Media Calendar..........................
Get Involved............................................
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The goal of this PR plan is to increase awareness of Great Harvest by (30%)
making the company a well known name on BYU-Idahos campus, local
businesses, and the community. In addition to this, we hope to increase
sales by thirty percent as well as customer fow by ffty percent while
maintaining the loyalty of current customers. We intend to begin this plan
at the beginning of May during the Spring 2014 semester and hope to
have reached our goals by December 2014. Furthermore, we hope to
implement a social media strategy to help boost the publicity and sales of
Rexburgs Great Harvest Bread Company.
Executive Summary
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Background
Great Harvest, a local bread company located in Rexburg, Idaho,
provides the community with wholesome meals and a warm
atmosphere. However, the store is lacking the wide range of cliental
and the publicity necessary to make their brand a household name.
The company wants to reach out to new customers, particularly
students of BYU-Idaho, without losing exisiting customers; which
consists mainly of locals and young mothers. The company, also,
hopes to accomplish this while staying in a comfortable price range.
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Challenges
Price
The bakery seeks to target students as their primary customers, however
Great Harvests prices do not align with the typical college student budget.
In showing students that Great Harvest is quality food and a great place to
eat, quality will take prescedence over price.
Location
Great Harvest has a prime location on Main Street, however many students
seem to overestimate the overall distance to the bakery. After this
campaign students will become aware that it actually takes less time to
walk to Great Harvest from campus than it does to walk from one end of
campus to the other.
Lack of awareness
According to our research, approximately 30% of students at BYU-Idaho are
not aware that a Great Harvest is located in Rexburg.
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We understand the current fnancial status of Rexburgs
Great Harvest Bread Company and wish to save the
store as much money as possible. With this PR plan we
have included pricing for fyers, doorhangers, coupons,
other forms of advertisments for events, and any
other excess cost for less than $100 per semester, which
is approx. $300 per year.
Budget
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Survey Statistics
Which type of advertising
infuences you the most?
Did you know that there is
a Great Harvest located in
Rexburg on Main Street?
29%
Never
> once a month
once a month
2-3 a month
once a week
2-3 a week
daily
How often do you attend
the Great Harvest
in Rexburg?
29%
46%
31%
8%
1%
5%
1%
8%
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Public Tactics
Website
We recognize that online status is very important for businesses. In an effort
to enhance your companys online image, we revamped your website,
making it more visually appealing and easy to navigate.
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Public Tactics:
The Three Gs
It is important for employees to have an enjoyable work day,
as well as create a pleasant environment for customers. We
feel the need to have universal guidelines for all employees
and managers to follow. With these guidelines, owners and
managers will have the comfort of knowing that all customers
are getting the best treatment possible.
How important is customer service to you?
75%
25%
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The Three Gs
Employee Guidelines
Always greet every person with a
hello and a smile as soon as they
walk through the door, regardless if
they purchase anything or not.
Offer everyone a free slice of our
delicious bread! We want all to
know about our healthy bread.
Always be quick and effcient in and
out of the kitchen. Have the custom-
ers food out as soon as possible and
always keep the dining room and
counters clean and inviting.
Greet
Give
Go
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MONDAY TUESDAY
Introduce bread of
the week. Include
a previously
taken photo & brief
description of
the bread.
Introduce bread of
the week. This time,
show a photo that
is taken in real-time.
Introduce bread of
the week. Include
picture. Dont
forget to come try
this weeks
specialty bread!
Congratulations to
this weeks winner!
They won _________
Check in on Friday
to see what the
next prize is!
Congratulations to
this weeks winner!
They won _________
Check in on Friday
to see what the
next prize is!
WEDNESDAY
Post picture of a
ftness quote
inspiring good
health. Include
information of a
popular healthy
sandwich.
Post picture of
the sandwich
mentioned earlier
with the ftness
quote as
the caption.
Post picture of the
sandwich. Include
health benefts.
Make your last
meal of the day a
healthy one!
Congratulations to
this weeks winner!
They won _________
Check in on Friday
to see what the
next prize is!
Social Media Calendar
POST BY
9AM
POST BY
4 PM
POST BY
12 PM
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THURSDAY FRIDAY SATURDAY
Check in tomorrow
for a Great Harvest
Giveaway! Post
a picture of
tomorrows prize.
Check in tomorrow
for a Great Harvest
Giveaway! Post
a picture of
tomorrows prize.
Check in tomorrow
for a Great Harvest
Giveaway! Post
a picture of
tomorrows prize.
Like this Facebook
picture, favorite this
tweet, or like this
Instagram picture
for a chance to
win _______.
Dont forget to
participate in this
weeks giveaway!
Each social media
network gives you
another vote!
Like this Facebook
picture, favorite this
tweet, or like this
Instagram picture
for a chance to
win _______.
Like this Facebook
picture, favorite this
tweet, or like this
Instagram picture
for a chance to
win _______.
Dont forget to
participate in this
weeks giveaway!
Each social media
network gives you
another vote!
Dont forget to
participate in this
weeks giveaway!
Each social media
network gives you
another vote!
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Get Involved
Student Activities
BYU-I Talent Activities is excited for their events to
involve local businesses--including yours. This
organization acts as your connection to students
wanting to showcase their talent at an event
held at Great Harvest. From singers to comedians,
BYU-Idaho Talent Activities is more than willing to
provide your entertainment.
Center Stage
Center Stage is a BYU-Idaho group that hosts
outside performers, roughly 6-7 times a semester.
We offer you the opportunity to raise the awareness
of your products by donating a free loaf of bread
or gift card at these events. There are usually at
least 300 people in attendance at these events
allowing your company to reach the attention and
interest of a large audience.
Scroll
Scroll is BYU-Idahos campus newspaper. This
newspaper has the potential to reach up to 15,000
students and faculty. We are willing to provide the
Scroll with a press release about Great Harvests
upcoming changes and events that are to take
place in the future.
With the students of BYU-Idaho as Great Harvests targeted
audience, the best way to reach out to them is through
BYU-I affliated events and programs.
Talent Activities Contact
Erica White
(970)901-6587
Center Stage Director
Meg Shaver
(208)631-6702
Scroll
Kristina Miller
(208)496-3737
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Kayla Merrill: (760)272-5485
Meeshell Jewell: (661)623-6019
Paige Nelson: (925)984-8023
Hailey Farr: (812)202-3135