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Mr's Crenshaw's Bakery PR Campaign
 

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.

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 Mr's Crenshaw's Bakery PR Campaign Presentation Transcript

  • Robb SilversteinLauren Mendoza Haley Ertl Sera Michael
  • 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
  • Program Goals andObjectives To increase sales by 20% in 6 months To build up West Coast market ages 18 to 30 years
  • Following the RACE formula Research Action Evaluation Communication
  • Target RACE Process: ResearchAudience Ages 18-30 Profession: college students Economic Class : Middle to upper class
  • 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 to upper classStudents ranging from high school to college
  • 35th Anniversary Event Booths on campuses and Supermarkets
  • RACE Process: CommunicationUse of Mass Media•Press Release•RadioCommercial•TVCommercial -using YouTubeContestwinning video•Social Media
  • 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
  • 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
  • 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
  • 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
  • Evaluation •Survey at the events •Survey on our company website •Checking the sales numbers RACE Process: Evaluation
  • Thank You! Enjoy.