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CHOBANI

FOOD TRUCK
FAMILY REUNION

VALERIA CHAO
MADISON PARKS
ETHAN PARRY
CAMIE WRAY
COMMS 421
DECEMBER 10, 2014

DR.WILSON

TABLE OF CONTENTS
GOALS & OBJECTIVES..................................................................3
BIG IDEA: CHOBANI IS FAMILY..................................................3
TARGETAUDIENCES..................................................................4-6
APPENDICES: CAMPAIGN TACTICS & VISUALS
NEWS RELEASE.............................................APPENDIX A
DIRECT MAIL PACKAGE............................APPENDIX B
EVENT POSTER.............................................APPENDIX C
YOUTUBE VIDEO.........................................APPENDIX D
EVENT WEBSITE.............................................APPENDIX E

GOAL & OBJECTIVES


GOAL: Restore Chobanis reputation by being seen again as the highest-quality Greek yogurt producer in America.
OBJECTIVES:

1. By Sept. 30, 2015, improve internal communications among Chobanis top-level executives by 30 percent.
2. By Sept. 30, 2015, increase blog followers by 30 percent.
3. By Sept. 30, 2015, increase positive Facebook comments left on our posts by 40 percent.
4. By Sept. 30, 2015, increase Twitter re-tweets by 30 percent.
5. By Sept. 30, 2015, increase number of partnering retailers by 10 percent.

CHOBANI IS FAMILY
WHATS THE BIG IDEA?

By making sure everyone feels like they are part of the family, Chobani is having a family reunion to re-kindle that love every
family should have.

THE STRATEGY WE PROPOSE

Chobani is holding a special event, the family reunion, to make everyone feel like they are part of the family. We want everyone
to feel loved and happy as a member of the Chobani family.

OVERARCHING MESSAGE

Chobani is having a family reunion. Consider this your formal invitation.

TANGIBLE REPRESENTATION

Chobani will host a Chobani Family Reunion Tour. To accomplish this, a Chobani food truck will travel around the United States
to different cities (New York City, Chicago, San Francisco, Boston, Denver, Austin, Seattle, Provo). We chose these cities because
they are highly populated, which means more people can participate. In each city, the truck will visit a local family friendly spot
and a local grocery store/retailer that sells Chobani. There will be games, free yogurt, music and contests at each stop. We want
this to feel like a real family reunion. Everyone in the family is invited, even babies and grandparents. It will be a fun and relaxing
atmosphere for some quality family bonding time.

TARGETAUDIENCE

TOP-LEVEL CHOBANI EXECUTIVES

DEMOGRAPHICS & PSYCHOGRAPHICS

Demographics: Top-Level Chobani Executives are established in their careers. They are between the ages 40-65 and consist of
both mend and women. Top-level Chobani executives are located in Norwich, New York where Chobanis headquarters is. They
have children and families.
Psychographics: Some of the motivating self-interests of top-level Chobani executives are making Chobani the best Greek yo
gurt company, providing for their families and advancing in their careers.

CURRENT RELATIONSHIP WITH CHOBANI

Top-level Chobani executives are the cheerleaders of the Chobani team. They have a great relationship with the company since
they are the ones running it. However, throughout the tainted yogurt issue, it became evident that top-level Chobani executives did not have the right communication skills set in place. By being targeted as a key public, top-level Chobani executives will
be trained so that if there is ever a PR crisis again, a protocol will come into place that allows for all messages throughout each
tier of the company will be the samestarting from the executive level.

OBJECTIVES TIED TO TOP LEVEL EXECUTIVES

By Sept. 30, 2015, improve internal communications among Chobanis top-level executives by 30 percent.

MOTIVATING SELF INTERESTS

Motivating self-interests of top-level Chobani executives include increasing the number of sales and revenue for Chobani Greek
Yogurt and expanding the company. They may also be interested in promotions in the company. Lastly, providing for their families motivates them.

THIRD PARTY OPINION LEADERS

Many groups affect top-level Chobani executives. Some third-party opinion leaders involve financial advisors, Chobani customers, lower Chobani employees, the media, Chobani retailers and their families.

VIABLE COMMUNICATION CHANNELS


- Email
- Face-to-face meetings
- Social media

TARGETAUDIENCE

MOTHERS OF YOUNG FAMILIES

DEMOGRAPHICS & PSYCHOGRAPHICS

Demographics: These are mothers who have young families and are the main decision makers over groceries and meals for the
family. They consist of women ages 20-35 that have children and are married. They live throughout the United States.
Psychographics: Mothers of young families are trying to make healthy food choices for their families. They want their children
and spouses to have the best health advantages when it comes to food.

CURRENT RELATIONSHIP WITH CHOBANI

Mothers of young families were not impressed with Chobani yogurt after their PR crisis. These mothers who purchase Chobani
Greek yogurt for their families went to social media and other similar outlets to express their rage on how inconsistent Chobanis
messaging was. Mothers currently do not have a good relationship with Chobani Greek yogurt, even though they once did.

OBJECTIVES TIED TO TOP LEVEL EXECUTIVES

- By Sept. 30, 2015, increase blog followers by 30 percent.


- By Sept. 30, 2015, increase positive Facebook comments left on our posts by 40 percent.
- By Sept. 30, 2015, increase Twitter re-tweets by 30 percent.

MOTIVATING SELF INTERESTS

Mothers of young families want their children to eat healthy. They are looking for food that tastes good, yet will be nutritious.
They are most likely under a budget and are looking for less expensive health foods. Their schedules are busy with trying to be a
homemaker, work, and raise children, so they look for food options that are quick.

THIRD PARTY OPINION LEADERS

Children are a third-party opinion leader for mother of young families along with friends, family, spouses and the media.

VIABLE COMMUNICATION CHANNELS


- Social media
- Email
- Direct Mail
- Television
- Face-to-face meetings (at events)

TARGETAUDIENCE

CHOBANI RETAILERS

DEMOGRAPHICS & PSYCHOGRAPHICS

Demographics: They are scattered throughout the nation. These retailers have cold sections in their stores that can house cold
products like Chobani Greek yogurt. The age range of retailers consists of 20-65.
Psychographics: Retailers are striving to generate sales throughout their stores. They retail products that they know will sell and
bring in revenue.

CURRENT RELATIONSHIP WITH CHOBANI

Retailers who sell Chobani products once had a good enough relationship with Chobani Greek yogurt to put it on their shelves,
but after the tainted yogurt crisis, that relationship has weakened. Many unhappy Chobani customers who had purchased
tainted yogurt blamed retailers for the bad yogurt, thus making retailers frustrated with Chobani Greek yogurt.
After Chobani Greek yogurt distributed free Chobani vouchers to unhappy customers who had purchased tainted yogurt, not all
retailers could accept the vouchers. Once again, customers were taking their anger out on retailers, when the problem resided
with Chobani Greek yogurt.

OBJECTIVES TIED TO TOP LEVEL EXECUTIVES

By Sept. 30, 2015, increase numbers of partnering retailers by 10 percent

MOTIVATING SELF INTERESTS

Retailers want their stores to stay in business so they shelf products that are guaranteed to sell. They want high ratings so they
strive to do what is best to please the customer.

THIRD PARTY OPINION LEADERS

Their customers, financial advisors, the media and grocery store employees influence retailers who sell Chobani products.

VIABLE COMMUNICATION CHANNELS


- Direct Mail
- Email
- Social Media
- Face-to-face meetings

APPENDICES OVERVIEW
PRESS RELEASE

To announce the nationwide Food Truck Family Reunion, a standard press release will be distributed nationwide to media
outlets.

DIRECT MAIL PACKAGE

In an effort to reach mothers in each city, we will send direct mail packages to them. These packages will have a fun, colorful
tone and will include RSVP cards so that it feels like theyre being invited to a party.

EVENT POSTER

To promote the event in local venues and stores, posters will be placed throughout the city where families often go (city gyms,
parks, near schools, etc.)

YOUTUBE VIDEO

This video will serve as a teaser to the event and help viewers see that Chobani is an extension of viewers families.

EVENT WEBSITE

The website will serve as the go-to information hub for updates and details about the reunions in each city.

CHOBANI
GREEK YOGURT
Media Contact:
Ethan Parry
ethanp@chobani.com
801-111-1234 ext. 565
;;

FOR IMMEDIATE RELEASE

CHOBANI ANNOUNCES FIRST-EVER CHOBANI FAMILY REUNION TOUR


Chobani will share free product samples, host Chobani-inspired cooking demonstrations and give away prizes
as a part of its summer 2015 Chobani Family Reunion Tour.
NEW BERLIN, New York, (Sept. 23, 2014) Chobani,
LLC, maker of Americas No. 1-selling Greek yogurt
brand, Wednesday announced the solution to family
summertime boredom, the 2015 Chobani Family
Reunion Tour.
Chobani will start its Family Reunion Tour in New York
City, New York, June 23. The Chobani Family Reunion
truck will be giving out free product samples, hosting
Chobani-inspired cooking demonstrations and giving
away prizes.
We are excited to launch our Chobani Family Reunion Tour next summer, said Founder and CEO of
Chobani, Hamdi Ulukaya. Our goal with these tours is
to bring families together and share our great products with them. However, more importantly, we want
to help families recognize that they are also a part of
the Chobani family and are the very reason for our success.
During the Chobani Family Reunion Tour, families will be encouraged to join in the social media conversation by using the hashtag
#ChobaniFamilyReunion. The families with the most awkward family photo with Chobani yogurt, will win a free Chobani for a year.
Winners will be selected based on the number of likes that the image receives on social media.
The Chobani Family Reunion Tour will visit multiple cities during its nationwide tour including Chicago, Boston, Denver, Dallas, San
Francisco, Dallas, Seattle and Provo, Utah. For additional information about the Chobani Family Reunion Tour schedule, please visit
www.chobani.com/familyreunion or www.facebook.com/thechobanifamilyreunion.
###
About Chobani
Maker of Americas No. 1selling Greek yogurt brand, Chobani was founded on the belief that people have great taste they just
need great options. Chobani produces high-quality authentic strained Greek yogurt. Chobani products are available in the U.S.,
Australia and countries in Asia and Latin America. For more information, please visit www.chobani.com.

CHOBANI
;;;;

GREEK YOGURT

147 State Highway 320


Norwich, NY 13815
United States

May 17, 2015

Youre invited to Austins first-ever Chobani Food Truck Family Reunion


Dear Friend,
Chobani is starting a new tradition, nationwide. In just a few weeks The Chobani Food Truck will be stopping
in Austin on its First-ever Family Reunion Tour, and you are invited! Bring your kids, your husband or wife,
neighbors, friends and furry friends if you wish. Free Chobani yogurt with people you love, what more could
you ask for?
With all the technology and fuss of todays fast-paced world,
it can be hard to find the time to just hit the pause button and
take in all the goodness this life has to offer. Frankly, weve had
enough.
In the latest HomeAway Family Reunion Survey, only 29
percent of participants had attended a family reunion in the
past two years. Isnt it time we get together again? We want
this reunion to be nothing more than an excuse to gather your
friends and loved ones, learn new recipes and eat free yogurt.

The Chobani Food Truck.

We miss the good old days when neighbors talked face to face on the front porch and families made phone
calls to check up on each other. What better way to break the cycle than to go back to the basics? Its time we
show our gratitude to you and your loved ones with some good old-fashioned family fun.
Remember those new recipes we just mentioned? Turns out Chobani is more than just Greek yogurt. It can be
used as a substitue for butter, sour cream and even oil. Well be teaching you how to turn your family-favorite
recipes into even healthier versions.
Chobani yogurt has three kinds of probiotics and even contains twelve
percent more protein than other non-strained yogurts. We understand you
cant feed your kids yogurt as their only meal, which is why we are dedicated
to helping you make everything you create healthy and delicious. The sky is
the limit with Chobani Greek yogurt, and we cant wait to show you how.
Chobani recipe.

Taza, a mother of two living in New York City, is the beloved author of her blog Love Taza, where she discusses
all things motherhood. She recently attended our Bryant Park reunion in New York City, where she and her
family live. Many of you may have seen my Instagrams of Eleanor and Samsons faces covered in yogurt. My
husband and I are always looking for wholesome, inexpensive ways to make memories with our kids, and this
was a perfect option, Taza said.
I highly recommend you take advantage of this reunionits only passing through
10 cities nationwide! And who knows, you may even let it inspire you to start your
own reunion traditions. I know I am! We agree with Taza that any excuse for a
memorable, inexpensive day out of the house is worth it, especially when its with
other families from your community.
In fact, when you share the event with your friends on Facebook, using the
hashtag #ChobaniFamilyAustin, you will be entered to win a trip to NYC to meet
Taza and a year supply of Chobani yogurt. The Chobani Food Truck Reunion will
make
its stop in Austin at 11 AM on Saturday, June 15, 2015 at 1522 Main Street.
All the best,
Your Chobani Family
P.S. Come join the fun and make some memories. We think spending time with those you love is always worth
it dont you?

...consider this your


invitation!

Maker of Americas No. 1-selling Greek


Yogurt brand, Chobani, LLC, produces
high-quality authentic strained Greek Yogurt
center
aboutnatural
chobaniingrediproductsback
made
with- only
ents from
its New Berlin, N.Y. and Twin Falls,
(boilerplate)
Idaho, plants. Chobani gives 10 percent of
its annual profits to charities worldwide
throught he companys charitable foundation. Chobani products are available nationwide in the U.S. and Australia, and in countries in Asia and Latin America.
For more information, please visit
www.chobani.com and
www.facebook.com/chobani.
Tweet @Chobani
Follow us on Instagram: Chobani

CHOBANI

CHOBANI
IS HAVING A
FAMILY
REUNION...

LET US CELEBRATE WITH


YOUR FAMILY,
CHOBANI STYLE!

We couldnt have come


this far as a company
without your support.
It would be
our pleasure
to have you
and your
family join
us for an afternoon, just
to say thank you for being you.
- HAMDI ULKAYA, CEO

To celebrate our
family of customers across the
country, we are holding a food
truck family reunion tour, and
we want you to come.
Millions of cups of yogurt are
purchased yearly from
people like you, and this is just
one way to show our gratitude.
We want to see you at the
reunion because you are
part of our family.
Our food truck stops in
Austin in a few weeks, and we
hope to see you there!

1522 Main Street


Saturday, June 15th
11:00 AM - 3:00 PM

ACTIVITIES AT THE REUNION:

- Free Chobani yogurt


- Chobani recipe cooking
lessons
- Meet & greet with
blogger Taza (lovetaza.
com)
- 1 year supply yogurt
giveaway

CHOBANI
R.S.V.P.
Yes, I am coming to Austins first-ever Chobani Family Reunion
Name: ___________________________________________________
Email: ___________________________________________________
Total # of people in my family/group, including me: __________
What is your Instagram account? (so we can tag photos of you and yours at
the reunion) _______________________________________________
Flavor(s) of yogurt your family prefers? (Apricot, Blackberry, Black Cherry,
Blood Orange, Key Lime, Strawberry, Chocolate Dust) _____________________
_________________________________________________________

#ChobaniFamilyAustin

CHOBANI
GREEK YOGURT

147 State Highway 320


Norwich, NY 13815
United States

AUSTINS
FIRST-EVER
FOOD TRUCK
FAMILY REUNION

SATURDAY
JUNE 15TH
11 A.M. - 3 P.M.
MAIN STREET

FREE CHOBANI AT THE FOOD TRUCK FAMILY REUNION.


YOU, FAMILY, AND A WHOLE LOT OF YOGURT.

SPONSORED BY CHOBANI GREEK YOGURT


WWW.CHOBANI.COM/AUSTIN

YOUTUBE VIDEO: HTTP://YOUTU.BE/3QXQFR8TR4C

CHOBANIFAMILYREUNION.SQUARESPACE.COM