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PR Campaign

Eros Gin
Harry Elwell BA (Hons) Communication & Media Words: 3,995

Harry Elwell

Public Relations 2011

Words: 3,995

Executive Summary
On February 11th 2012, Eros Gin will launch their new RTD beverage onto the market. This date has been chosen in order for the launch to coincide with the week in which Valentine s Day falls. In association with the launch, the company will be organising a Guinness World Record Attempt for the world s largest singlevenue speed dating event as a method of creating awareness of the Eros Gin brand and generating customer interest in purchasing the product off-trade for outdoor socialising events. Following the launch, Eros Gin will also be offering successfully matched couples (from the previous speed dating event) a meal out for two on the evening of Valentine s Day, February 14th 2012. This special event will be paid for by Eros Gin on their behalf, with which a total of four complementary bottles of Eros Gin will be provided (two each). The intention of this will be to increase awareness of the brand and to create interest in purchasing the product on-trade with intimate social occasions. Both of these events will be supported by promotions in the form of flyers and Facebook pay-per-click advertising, as well as a variety of news media tactics. In addition to this there will be a supporting social media campaign, integrating the data collection power of Facebook within the company website.

Harry Elwell

Public Relations 2011

Words: 3,995

Table of Contents
1. Product .................................................................................................................................... 3 2. Situational Analysis ................................................................................................................. 4 2.1 Company Bio ...................................................................................................................... 4 2.2 State of the Market ............................................................................................................. 4 2.3 SWOT ................................................................................................................................. 6 2.4 PESTLE ................................................................................................................................ 7 3. Publics ..................................................................................................................................... 8 3.1 Media ................................................................................................................................. 8 3.2 Employees .......................................................................................................................... 8 3.3 Primary Customers ............................................................................................................. 9 3.4 Secondary Customers ......................................................................................................... 9 4. Goals & Objectives .................................................................................................................. 10 4.1 Goals ................................................................................................................................. 10 4.2 Position ............................................................................................................................. 10 4.3 Objectives for Primary/Secondary Customers .................................................................... 10 4.4 Objectives for Media .......................................................................................................... 11 5. Key Messages ......................................................................................................................... 11 5.1 Company Bio ..................................................................................................................... 11 5.2 Company Bio ..................................................................................................................... 11 6. Strategies ................................................................................................................................ 12 6.1 Proactive Strategies ........................................................................................................... 12 7. Tactics ..................................................................................................................................... 13 7.1 Interpersonal Communication Tactics ................................................................................ 13 7.2 Organisational Media Tactics ............................................................................................. 15 7.3 News Media (Opportunity) Tactics ..................................................................................... 15 7.4 Advertising and Promotional Media Tactics ....................................................................... 16 8. Schedule ................................................................................................................................. 17 9. Budget .................................................................................................................................... 17 10. Crisis Management ................................................................................................................. 17 11. Evaluation ............................................................................................................................... 18 11.1 Evaluative Research Methods .......................................................................................... 18 11.2 Evaluating Objectives with the Model .............................................................................. 19

Harry Elwell

Public Relations 2011

Words: 3,995

1. Product
Eros Gin is a gin-based RTD product, aimed specifically at a 25-35 year-old audience. The image below is a visual prototype of the product and brand name.

Ingredients Strawberry: Gin, strawberry syrup, lemon juice and sparkling water. Bitter Lemon: Gin, bitter lemon syrup and sparkling water. Elderflower: Gin, elderflower cordial and sparkling water. 275ml 4.0%abv

The drink will be available in three flavours: strawberry, bitter lemon and elderflower. The most important criteria for a successful brand name are relevance to the product category, connotations, overall liking, ease of recognition, distinctiveness, ease of recall and consistency with the company (Kohli & LaBahn, 1997). With this in mind, the brand name Eros Gin was chosen. In Greek mythology, Eros is the God of love and passion. The benefits of naming a brand after a mythological figure are that it carries connotations of intellectuality and classiness that may appeal to an older and more mature audience, it associates the product with the virtues of the mythological character and finally it can be easily trademarked (Morris, 2004).

Harry Elwell

Public Relations 2011

Words: 3,995

2. Situational Analysis
2.1 Company Bio
Eros Gin is a new brand, backed by private investors. It has its own distillery, based in the UK, at which all of the gin that is used in the products is made. 2.1.1 Mission Statement Eros Gin seeks to own the RTD market among a 25-35 male and female audience and win market share from wine, cider and spirits both on and off-trade. The brand seeks to achieve this in a socially responsible way.

2.2 State of the Market


As indicated by the tables below (Euromonitor, 2011), the UK alcohol industry is in decline, possibly due to an increase in alcohol-related health concerns, inflation and recession of the UK economy. The decreasing sales of RTDs between 2007 and 2009 are most likely due to the stigmatisation of FABs that resulted after their association with underage binge drinking. The sudden increase in sales in 2010 is potentially an indication that the new range of pre-mixed spirit and mixer RTDs, such as Gordon s & Tonic, that have emerged over the past two years are not associated by consumers with the FABs of the past and proof that the RTD industry is ready for a 25-35 market.

Harry Elwell

Public Relations 2011

Words: 3,995

The current UK market leader for white spirits is vodka, with a 55.7% share that amounts to 2.3 billion (Mintel, 2011a). It is predicted that Vodka will decrease over the next five years. Gin has seen recent increase in popularity amongst niche premium brands. There is potential for gin to reclaim popularity within the white spirits market over the next five years and therefore the RTD gin market. The Euromonitor (2011) diagram below indicates that there are no direct competitors for a gin-based RTD within the market.

Harry Elwell

Public Relations 2011

Words: 3,995

The RTD market is currently mainly consumed by those aged 18-24(30.6%) (Mintel, 2011a). On-trade drinking is currently worth more than off-trade but less popular, this is due 41% of consumers saying it has become too expensive to drink out of home (Mintel, 2011b). Despite the stigmatisation of the FABs of the past, they still benefit from a large portion of the market share.

2.3 SWOT
Below is a condensed version of the SWOT analysis for Eros Gin. For the full analysis, complete with all statistical data and explanation, see appendix F. Following this is a brief discussion of some of the most important points.

Harry Elwell

Public Relations 2011

Words: 3,995

The key to persuading customers to increase their frequency for on-trade spirit and RTD drinking on standard nights and not just big nights is to suggest everyday occasions for drinking, such as a complement to eating, an area in which wine has prospered (Mintel, 2009). This can lead to recommendations to consumers on which foods it goes well with as well as encouraging people to drink more responsibly. The clear popularity of social meal occasions is also something that can be implemented to take advantage of the off-trade market, with events such as picnics and barbecues.

2.4 PESTLE
Below is a condensed version of the SWOT analysis for Eros Gin. For the full analysis, complete with all statistical data and explanation, see appendix G. Following this is a brief discussion of some the most important points.

Harry Elwell

Public Relations 2011

Words: 3,995

The on-trade industry is under threat from a variety of areas. Going out for meals is one of the main reasons people still visit on-trade venues (Mintel, 2011b). The key to creating an on-trade customer interest in the product, is to make the consumers associate socialising and eating out with consumption of the product.

3. Publics
The key publics for Eros Gin are listed below. The table proposed by Smith (2002) was used to identify these (see appendix A). For the purpose of analysis, the publics have been categorised by type as customers, producers, enablers or limiters (see appendix A). Apart from the internal publics, such as employees, all of the publics are currently in a latent state and the PR action for time being would be to plan for communication. Here is a brief analysis of the key publics:

3.1 Media (Latent)


Issue: The media will appreciate this product launch if it is newsworthy and likely to sell papers/get viewers. Organisation: Not yet aware of Eros Gin, yet of value to the organisation as they can become the generators of mass public interest if they choose. They may find the organisation interesting, planning for communication to make them aware as a public is essential. Communication: Generates communication for all other key publics in print, broadcast and digital forms. Not actively seeking information as the announcement of the product launch has not been made, but with appropriate communication they could be attentive to information. Benefit Statement: Eros Gin can provide the various media outlets with information that would be of interest to their consumers.

3.2 Employees (Active)


Issue: Wants to see the product launch be a success for the company to become a leader in the industry. Organisation: Affects the quality and productivity of the company and they know the company intimately. The organisation affects this public s continued employment. Communication: Communicates interpersonally with the organisation. Generally reached by direct mail and newsletters, though also susceptible to communication from the local media. Benefit Statement: Eros Gin can provide information that will create a sense of pride amongst the employees and motivate them to do their best in their role in the product launch. 8

Harry Elwell

Public Relations 2011

Words: 3,995

3.3 Primary Customers (Latent)


Issue: Wants to be able to sell the product will have an interest in the product launch if there is a desire for the product within the secondary customer public. Organisation: Provides the essential business for the organisation, buying the product and selling it to the consumers. They currently have no interest/awareness of the organisation, therefore communication must be planned for. Communication: Access to the general media as well as direct mailing from the organisation. May also be susceptible to communication of product demand from secondary customers. Benefit Statement: Eros Gin can directly contact the primary customers, highlighting the benefits that selling the product could provide for them, informing them of the product launch and persuading them to sell the product. Product interest in this public will also be generated indirectly through creating interest with the secondary customers.

3.4 Secondary Customers (Latent)


Issue: Want to get value for money. Organisation: No current knowledge of the organisation, yet the organisation relies upon them to keep running and make a profit. Communication: Influenced by communication from the media and directly affected by communication from the primary customers (for example if the primaries chose to sell the product on offer). Demographics: Ranges from 25-35 year-olds within the A, B and C1 classes. They are a part of the Generation X or Generation Y demographic. Benefit Statement: Eros Gin can create a product that fulfils the needs of the secondary customers and generates interest through the product launch, indirect communication from the media and the availability from the primary customers.

Harry Elwell

Public Relations 2011

Words: 3,995

4. Goals & Objectives


Here is the first part of the strategic planning for the Eros Gin product launch campaign, based on the Smith (2010) guidelines for strategic planning.

4.1 Goals
4.1.1 To create a positive brand image and increase awareness amongst the latent key publics. (Reputation Goal) 4.1.2 To establish a mutually beneficial relationship with the latent key publics. (Relationship Goal) 4.1.3 To gain a standing in the on-trade UK RTD market. (Task Goal) 4.1.4 To gain a standing in the off-trade UK RTD market. (Task Goal)

4.2 Position
Eros Gin wants to be seen by both primary and secondary customers as a reputable producer of quality ginbased RTDs for an adult market and to be regarded by the media as a brand of interest and a reliable and innovative source of information for the field.

4.3 Objectives for Primary/Secondary Customers


4.3.1 To have an effect on awareness; specifically to increase knowledge that Eros Gin is releasing a new gin-based RTD onto the market, with an emphasis on 40% (within a sample size of 1000) of 25-35 year-old secondary customers within the first month of the product launch. (Short term) 4.3.2 To have an effect on awareness; specifically to increase knowledge that Eros Gin is socially responsible, with an emphasis on 40% (within a sample size of 1000) of 25-35 year-old secondary customers within the first six months of the product launch. 4.3.3 To have an effect on acceptance; specifically to generate interest in buying Eros Gin on-trade with social eating occasions, reaching at least 5% (within a sample size of 1000) of the consumer demographic within the first month following the product launch. (Short term)

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Harry Elwell

Public Relations 2011

Words: 3,995

4.3.4 To have an effect on acceptance; specifically to generate interest in buying Eros Gin off-trade for outdoor socialising occasions, reaching at least 5% (within a sample size of 1000) of the consumer demographic within the first month following the product launch. (Short term) 4.3.5 To have an effect on action; specifically to obtain market share of 0.1% within the RTD market in the first six months following the product launch. (Short term) 4.3.6 To have an effect on action; specifically to obtain market share of 0.5% within the RTD market in the first 12 months following the product launch. (Long term) 4.3.7 To have an effect on action; specifically to obtain market share of 1% within the RTD market in the first 24 months following the product launch. (Long term) 4.3.8 To have an effect on action; specifically to obtain market share of 3% within the RTD market in the first 5 years following the product launch. (Long term)

4.4 Objectives for Media


4.4.1 To have an effect on action; specifically to obtain media coverage in at least 12 publication media clippings (broadcast, print or digital) within the first month of the product launch. (Short term)

5. Key Messages
At this point in time the public perception of the company is non-existent. For this reason the content and reception of the messages will define the brand image for the publics. Based on content construction theory (Smith, 2009; Gregory 2010), here are the key messages for the product launch campaign:

5.1 Rational Appeal


5.1.1 Eros Gin is a quality gin-based RTD. (Conjecture) 5.1.2 Eros Gin is a socially responsible company. (Value)

5.2 Emotional Appeal


5.2.3 Eros Gin is best enjoyed in intimate social situations. (Love) 11

Harry Elwell

Public Relations 2011

Words: 3,995

6. Strategies
Based on the theory provided by Smith (2009) and Gregory (2010), Eros Gin will develop the following strategies for the product launch:

6.1 Proactive Strategies


6.1.1 Involve the secondary customer public in special events linked to the product launch. Ties in with objectives: 1, 3, 4, 5 (6, 7, 8) and 9. Directly affects objectives: 1, 3 and 4. Indirectly affects objectives: 5 8 as creating awareness could ultimately lead to purchase intent Lavidge & Steiner (1961).

6.1.2 Take advantage of the newsworthy activities associated with the product launch and special events. Ties in with objectives: 1, 5, (6, 7, 8) and 9. Directly affects objective: 1, 9. Indirectly affects objectives: 5 8 as increased awareness from news coverage could lead to purchase intent (Lavidge & Steiner, 1961).

6.1.3 Engage in transparent communication to allow all key publics to observe the company s efforts to promote alcohol awareness in a socially responsible way. This strategy ties in with objective 2.

6.1.4 Mount a media campaign to support the product launch and special events. Ties in with objectives: 1, 3, 4, 5 (6, 7, 8) and 9. Directly affects objective: 1. Indirectly affects objectives: 5 8 (Lavidge & Steiner, 1961)

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Harry Elwell

Public Relations 2011

Words: 3,995

7. Tactics
7.1 Interpersonal Communication Tactics
7.1.1 Special Event 1: World Record Speed Dating Attempt The launch event will be taking place on Saturday 11th February 2012, the weekend preceding Valentine s Day, in a pre-booked area of Hyde Park, London.

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Harry Elwell

Public Relations 2011

Words: 3,995

It will be a Guinness World Record Attempt for the world s largest single-venue speed dating event. The current record holders had a total of 435 participants (Guinness, 2011). We will be aiming for a new record number of 500 750 participants. The event will be approaching the scenario of dating in a light hearted and fun manner, rather than a serious one. All that attend will be provided with samples of Eros Gin to enjoy whilst taking part. People will be prompted through the promotional activity (see section 7.4 below) to sign up for the event on the company website, on which there will be a dedicated section that gives each participant a user account (see section 7.2.1 below). For a detailed schedule of the day s events and instructions on the event layout, see appendix B. Implementation Rationale: This tactic is in relation to strategy 6.1.1 (see section 6, above). Concerning the objectives, this event will be addressing the off-trade objective to generate interest in buying the product for outdoor socialising (see 4.3.4, above). It is a response to the indication in the situational analysis that people were more interested in purchasing off-trade for outdoor socialising.

7.1.2 Special Event 2: On-trade Intimate Date Events Following the first special event, the company will have a database of user accounts for all the people that participated in the world record speed dating attempt (see section 7.2.1 below for further info). Participants of the first event will see their matches on the site following the event. They can then invite one of their matches to join them for the second stage of the Eros Gin events. The couple will be given a meal out, paid for by Eros Gin, at the popular restaurant chain Bella Italia. The meal will include two starters, two main courses, one desert to share and four complimentary bottles of Eros Gin RTD. Eros Gin has paid Bella Italia 20,000, on top of the cost of meals, to reserve 375 tables for two across their 15 London restaurants (25 tables per restaurant). Implementation Rationale: This tactic directly relates to strategy 6.1.1 (see section 6, above). Concerning the objectives, this special event will be addressing the on-trade objective to generate interest in buying Eros Gin on-trade with social eating occasions (see 4.3.3, above). In the situational analysis it was stated that restaurants are likely to remain the most popular on-trade drinking venues and that 45% of drinkers are likely to drink on-trade for big nights out and occasions.

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Harry Elwell

Public Relations 2011

Words: 3,995

7.2 Organisational Media Tactics


7.2.1 Website Overhaul and Social Media Integration for Special Events When people sign up for the event on the website, they ll be prompted to sign in with their Facebook account, allow access to personal information . This will provide details of all the people interested, which aids the demographic identification. Upon sign up they will additionally be asked how they heard of the event (flyers, news advert, news article, Facebook PPC). The brand website will also be given an overhaul from a web developer, following the guidelines set by Kent & Taylor (2003). Implementation Rationale: Directly relating to strategy 6.1.4 (see section 6, above).

7.2.2 Social Media Campaign In the budget, a social media team consisting of 10 members has been accounted for, who will be in control of optimising the Facebook as well as recording and editing the video coverage of the events, which will feature general coverage and individual interviews with participants asking them what their best/worst date experience ever was. Implementation Rational: Directly relating to strategy 6.1.4 (see section 6, above). In order to ensure that the social media campaign is carried out correctly, Burson & Marsteller s (2010) Global Social Media CheckUp should be used as a reference.

7.2.3 CSR Section of Website The Eros Gin website will have a section dedicated to explaining how a small percentage of the profit from each bottle sold is donated to the Drink Aware campaign funding. Implementation Rationale: This tactic directly relates to strategy 6.1.3 (see section 6, above).

7.3 News Media (Opportunity) Tactics


7.3.1 Local/Regional Newspapers One week before the launch, press releases will be sent to a variety of regional papers, as well as the Metro and London Evening standard. It will contain information on the world record attempt special event as well as details of the drink s contents.

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Harry Elwell 7.3.2 Media Press Pack

Public Relations 2011

Words: 3,995

A media press pack will be available on the company website. 7.3.3 Digital News Sites Press releases similar to those for newspapers will be sent to online news sources and blogs, mostly ones centred around what s going on in London .

7.4 Advertising and Promotional Media Tactics


7.4.1 Promotional Flyers Commencing two weeks before the launch event, promotional flyers will be distributed by a team of promoters around London. For a mock-up of the flyers, see appendix H.

7.4.2 Facebook PPC Commencing four weeks weeks before the launch event, there will be 3 pay-per-click adverts on Facebook. Aimed at the specific 25-35 year-old ABC1 demographic, both male and female and with a single marital status. As the event is a speed dating world record attempt, the target audience for the adverts needs to be single.

7.3.1 Local Newspaper Advertisements The Metro has a readership within London of over 2,000,000 per day. The Metro is also distributed outside train/tube stations and on trains, where the ABC1 secondary customers are looking for something to read on their commute every day. The adverts will begin January 28th 2012, two weeks before the launch event, and continue on a daily basis until the day before launch. For a mock-up of the local newspaper adverts, see Apendix BLAH. Implementation Rationale: This tactic directly relates to strategy 6.1.4 (see section 6, above).

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Harry Elwell

Public Relations 2011

Words: 3,995

8. Schedule
This is a Gantt chart representation of the time schedule for the tactics in section 7.

9. Budget
In this PR campaign, an objective-based budgeting scheme (Smith, 2009: 220) will be undertaken. This means that the organisation will provide the necessary budget for the objectives once the objectives have been approved by organisational decision makers. For the full budget, see appendix C.

10. Crisis Management


According to Murphy s law, If anything can go wrong, it will . This is why it is important to prepare for a crisis. A full crisis management plan has been composed, but for the case of the product launch, an extract of the full plan has been included in the appendices (see appendix D).

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Harry Elwell

Public Relations 2011

Words: 3,995

11. Evaluation
11.1 Evaluative Research Methods
As Lindenmann (1993: 9) states, it is important to recognise that there is no one simplistic method for measuring PR effectiveness. Depending on which level of measurement is required, an array of different tools and techniques is needed to properly assess PR impact . Wilcox (et al., 2000: 193) has a similar view that, A skilled practitioner will use a combination of methods to evaluate the effectiveness of a program . For this reason, the following Macnamara (1993, 2000) model has been selected to determine the specific evaluative tools that should be used for each activity: 11.1.1 Macnamara s Macro Model

In the simplified macro model (below), the methodologies are not completely rigid for each type of activity, generalising which can be used and essentially trading the top results tier for outcomes , which now reflects the objectives hierarchy seen in the AIDA model (see below). A combination of the macro and simplified macro will be used to determine the evaluative methodologies.

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Harry Elwell

Public Relations 2011

Words: 3,995

11.2 Evaluating Objectives with the Model


11.2.1 Evaluating Objective 4.3.1 To evaluate whether or not the objective to increase awareness of the Eros Gin brand has been achieved, results evaluation in the form of primary quantitative data is required. This has been addressed in question 4 of the survey (see Appendix E). 11.2.2 Evaluating Objective 4.3.2 Can be evaluated as an outcome in terms of awareness, specifically through primary quantitative research (see appendix E, survey question 5). 11.2.3 Evaluating Objective 4.3.3 Can be evaluated as an outcome in terms of attitudes, specifically through a primary research combination of both quantitative data to determine how many have been reached (see appendix E, survey question 6) and qualitative data obtained through focus groups. 11.2.4 Evaluating Objective 4.3.4 Can be evaluated as an outcome in terms of attitudes, specifically through a primary research combination of both quantitative data to determine how many have been reached (see appendix E, survey question 7) and qualitative data obtained through focus groups.

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Harry Elwell

Public Relations 2011

Words: 3,995

11.2.5 Evaluating Objective 4.3.5 , 4.3.6 , 4.3.7 and 4.3.8 These objectives are all action-based, the model indicates that they should be evaluated using secondary research, available in 2012 market research reports from Euromonitor and Mintel. As Watson & Noble (2005: 62) state, to conduct primary research when it is already available as secondary research is to be wasting time and money to find out what you already know . 11.2.6 Evaluating Objective 4.3.9 The reach of press releases can be evaluated in terms of the distribution statistics and readership of the publications that published stories. Media clippings can be obtained to determine if the number specified in the objective was met. A content analysis of the clippings can be conducted to determine the number of messages supporting objectives 4.3.1 to 4.3.8, featuring a breakdown of the positive, negative and neutral messages featured. Cross-analysed with the event attendance, it will to determine how successful the promotions were, since users will have stated upon their sign-up on the website how they were informed of the events, it will be measurable as to how many were influenced by news media. 11.2.6 Evaluating Promotional Media There will be a variety of primary data available from the promotional activities. Upon sign-up to the special events via the company website, users will have specified which promotional media informed them of the events. Facebook Insights will also be used to determine how effective the PPC adverts were.

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