Robb SilversteinLauren Mendoza   Haley Ertl Sera Michael
Situation            Our PR agency has developed a campaign            for Mrs. Crenshaw’s Bakery as they make            ...
Program Goals andObjectives              To increase sales by 20% in 6 months              To build up West Coast market a...
Following the RACE formula                    Research                               Action       Evaluation              ...
Target                          RACE Process: ResearchAudience           Ages 18-30           Profession: college         ...
Lifestyle:West Coast on-the-go
Location:Urban lifestyle
RACE Process: ActionStrategies and Tactics
College Students          Trendsetters                           Follow Media               Environmentally Conscious
Social Media
600
@CrenshawOnTheGo  #tastytreats   #onthego
Mrs. Crenshaw’s Bakery Commercial WinnerMrs. Crenshaw’s Channel
West Coast on-the-go                   Green                   Urban         Professionals ages 21 to 30           Middle ...
35th Anniversary Event             Booths on campuses and Supermarkets
RACE Process: CommunicationUse of Mass Media•Press Release•RadioCommercial•TVCommercial -using YouTubeContestwinning video...
Gantt Chart for Six Month Campaign Events                April   May   June   July   August   SeptemberSocial Media Print ...
Budget PlanCampaign for Mrs. Crenshaw’s BakerySupplies                                                           Amount   ...
Budget PlanProduction Cost (print/media)Facebook                                    1           0        No        0Twitte...
Budget PlanSubtotal                                                          441,262.00TransportationCar                  ...
Evaluation •Survey at the events •Survey on our company website •Checking the sales numbers                               ...
Thank You!  Enjoy.
Mr's Crenshaw's Bakery PR Campaign
Mr's Crenshaw's Bakery PR Campaign
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Mr's Crenshaw's Bakery PR Campaign

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This is a group presentation made for PR 192 Case Studies at San Jose State University, Spring 2011.

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  • Mr's Crenshaw's Bakery PR Campaign

    1. 1. Robb SilversteinLauren Mendoza Haley Ertl Sera Michael
    2. 2. Situation Our PR agency has developed a campaign for Mrs. Crenshaw’s Bakery as they make the move to the West Coast States: CA, OR, WA and ID
    3. 3. Program Goals andObjectives To increase sales by 20% in 6 months To build up West Coast market ages 18 to 30 years
    4. 4. Following the RACE formula Research Action Evaluation Communication
    5. 5. Target RACE Process: ResearchAudience Ages 18-30 Profession: college students Economic Class : Middle to upper class
    6. 6. Lifestyle:West Coast on-the-go
    7. 7. Location:Urban lifestyle
    8. 8. RACE Process: ActionStrategies and Tactics
    9. 9. College Students Trendsetters Follow Media Environmentally Conscious
    10. 10. Social Media
    11. 11. 600
    12. 12. @CrenshawOnTheGo #tastytreats #onthego
    13. 13. Mrs. Crenshaw’s Bakery Commercial WinnerMrs. Crenshaw’s Channel
    14. 14. West Coast on-the-go Green Urban Professionals ages 21 to 30 Middle to upper classStudents ranging from high school to college
    15. 15. 35th Anniversary Event Booths on campuses and Supermarkets
    16. 16. RACE Process: CommunicationUse of Mass Media•Press Release•RadioCommercial•TVCommercial -using YouTubeContestwinning video•Social Media
    17. 17. Gantt Chart for Six Month Campaign Events April May June July August SeptemberSocial Media Print AdPro-mobile SamplesInternshipRadio Ad YouTube TV AdTrend SpotPress Release35th EventEvaluation
    18. 18. Budget PlanCampaign for Mrs. Crenshaw’s BakerySupplies Amount Cost Per Unit Donated Actual CostCar 4 0 Yes 0Car advertisement magnet 8 20.00 No 160.00Cupcakes as free handouts at booths (including all ingredients) 2,000.00 3.00 No 6,000.00Cupcakes for the anniversary party (including all ingredients) 500.00 3.00 No 1,500.00Outdoor venue 4 0 Yes 0Booths 8 65.00 No 520.00Napkins (500 per package) 4 packages 3.00 No 12.00Decorations (balloons) 80 6.00 No 480.00DJ (2 hours) 4 200.00/hr No 1,600.00Water (24 pack) 40 7.00 per pack No 280.00Soda (12 per pack, 4 brands) 40 3.00 per pack No 120.00Subtotal 10,672.00
    19. 19. Budget PlanProduction Cost (print/media)Facebook 1 0 No 0Twitter 1 0 No 0Twitter Trending Topic 1 80,000.00 No $80,000.00Youtube 1 0 No 0Press Release 1 0 No 0Posters 50 8,000.00 per 50 No 8,000.00Newspaper ad full page (1 big town) 4 85,000.00 No 340,000.00Newspaper ad half page (1 local town) 4 500.00 No 2,000.00TV Commercial 1 5,000.00 No 5,000.00Radio promotion 4 stations 900.00 No 3,600.00Website 1 50.00 No 50.00Domain name 1 12.00 No 12.00Coupon software 1 100.00 No 100.00Advertisement design 1 500.00 No 500.00Internship 20 0 No 0
    20. 20. Budget PlanSubtotal 441,262.00TransportationCar 4 0 Yes 0Delivery of food/drinks (# of our trucks needed) 4 0 No 0Interns and workers 28 0 No 0Total Cost 449,934.00
    21. 21. Evaluation •Survey at the events •Survey on our company website •Checking the sales numbers RACE Process: Evaluation
    22. 22. Thank You! Enjoy.

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