3. Agenda
I. Introduction of Tea Choice
II. Tea Choice & Fair Trade
III. Target Audience
IV. Promotional Writing
Slogan
Leaflet
On-campus
Radio
Script
Feature
Story
Press
Release
4. Introduction
Tea Choice
privately-owned social enterprise
produces delicious, healthy and organic drinks
with Fair Trade Certified Tea
visions to promote the concept of fair trade in
Hong Kong through the introduction of
reasonably priced fair trade tea products
launched its first store on 1 Dec in CityU
5. Tea Choice &
Fair FTraadire Trade
guarantees farm workers are paid with a
minimum fair wage for their labor
empowers them to lift themselves out of poverty
by investing in their farms and communities
Tea Choice
purchases Fair Trade Certified raw materials from
Dazhangshan
supports Fair Trade funds that are used to invest
in education, health, environmental protection,
and the development of business skills necessary
to compete in the global marketplace
6. Whenever you
purchase a nice cup
of Tea Choice’s drink,
you can enjoy the
drink with peace of
mind, knowing that
you have made an
ethical choice that
ensures those who
grew your tea receive
a fair return and a
more sustainable
7. Target
DemogArauphdicience
CityU students & staff -> General public
Age: 18-45
Psychographic
Tea lovers
Health conscious groups
Fair trade advocates
9. Slogan
“Your Choice of Tea”
Puns in the line, with brand name
promises variety of choices of tea drinks
advocates a choice of fair purchase decision,
i.e. a tea drink
informs the brand name
clear, neat and simple
11. Leaflet (front)
Location
Plan
How
to
order?
Company
name/logo
Fair Trade
Company
slogan
logo
Addres
Contact s
Informati
on
Opening
Promotion Hour
Coupon
12. Leaflet (back)
About Tea
Choice
Compan
y
Mission
What is Fair
Trade?
How does Tea
Choice’s tea
help the
farmers?
Footpath in
explaining the
development of
Fair Trade Tea
13. Rationale behind
thCeo vleerapflaegt e:
Company name/logo
Company slogan
Company brief description
(positioning as ‘Hong Kong’s
1st Fair Trade Tea Product
Store’)
simple design leaves an
impression for readers
emphasizes on the idea of
choice of ‘fair trade’ and
variety of tea choices with
company slogan
14. Rationale behind
thPea gleea#f2le: t
Information about Tea
Choice
Choices of tea variety &
Choices to be fair when
making purchase decisions
Mission
15. Rationale behind
thPea gleea#f3le: t
Information about Fair Trade
promotes the concept and
practice of fair trade
16. Rationale behind
thPea gleea#f4le: t
Information on how Tea
Choice benefits famers in fair
trade
Footpath explaining the
development from fair trade
tea to fair trade funds
provides better understanding
on the movement
promotes the concept and
practice of fair trade
echoes with the mission of Tea
Choice
17. Rationale behind
thPea gleea#f5le: t
Location Plan
Address
Contact information
Opening hours
provides necessary
information for access to the
store for readers
18. Rationale behind
thPea gleea#f6le: t
Steps to order drinks in Tea
Choice
emphasizes on the availability
of choice as a ‘selling point’
familiarizes readers with the
products in store
Promotion coupons
provides incentives for readers
to purchase drinks
20. On-campus
Radio Script
Conversational Style
Daily scenario where audience are likely
to feel involved
21. On-campus
Radio Script AIDA Approach
Attention
“Hey, Guess what’s special about this bubble tea?”
“Um….. Um…. what’s so special?”
-> attract the attention of the audience
Interest
“It’s a fair trade product! Isn’t that cool?”
“Wow, fair trade products.. It must be very
expensive!”
“No, it’s not! It’s more or less the same with what you
normally pay for.”
->raise audience’s interest by focusing on
22. On-campus
Radio Script Desire
“Really?That’s awesome ! Where do you get it?”
“From Tea Choice. It’s a new store located at 4/F of
Academic 1, near LT-4.”
-> convince audience that they want and
desire the product that it is so close and
convenient to satisfy their needs
Action
Y”ou could help stop the exploitation of tea
workers by making the right choice. Tea
Choice, Your Choice. Support fair trade now!”
-> lead audience towards taking action
24. Press Release
Inverted Pyramid Style
Three basic elements
Grab attention with the short headline
Contact
Information
Release
Time
Headline
25. Press Release
Inverted Pyramid Style
Get right to the point in the first paragraph
Lead (5W’s & 1H)
Who: Tea Choice
What: Opening of Hong Kong’s 1st fair trade tea products store
When: Today (1 Dec,2014)
Where: City University of Hong Kong
Why: To promote the concept of fair trade in Hong Kong
How: Offering 100 cups of free bubble tea to those in attendance
26. Press Release
Include quotes from numbers of
perspectives
offers a human element to the press release
serves a source of information in its own right
more believable and objective
27. Press Release
Include hard numbers
..100 cups of free bubble tea..
..more than 50 CityU students and staff
members..
supports the significance of the product
and announcement
28. Press Release
Prominent guest
Professor Way Kuo
President of City University of Hong Kong
creates interests for media coverage
grabs the public attention with the use of
public figure
offers an authoritative view to the event
29. Press Release
Newsworthiness (News angle)
Hong Kong’s 1st fair trade tea product
store
unprecedented -> news value + interests
of readers
News to inform, not promote
no elements of promotion
a detailed and informative account on what have
happened
people trust the words of journalists but seldom
believe in PR firm's opinion of its own (or its
31. Feature Story
Topic:
Raymond Tsang’s Painstaking
10 Years: Let's not be Afraid to
Dream Big
targets lifestyle magazine in Hong
Kong
takes a lighter approach, i.e.
someone’s story to educate and
promote the concept of fair trade as
well as Tea Choice
32. Feature Story
The story consists of four parts
1. The Lead
2. To be or not to be
3. Tea product? Why?
4. Keep an eye on possibilities
33. Feature Story
1. The lead
“turned threats into opportunities”
as a hook
creates curiosity among audience as
to knowing what “threats” and
“opportunities it meant
grabs the attention and encourages
to continue reading
34. Feature Story
Followed by an inciting Incident
tells the audience about how
Raymond started the idea of a fair
trade tea product store
35. Feature Story
2. To be or not to be
Conflicts: Whether or not to establish the fair
trade social enterprise? Is the business
financially sustainable?
Hong Kong public does not favor the
practice of fair trade
subheading creates curiosity among audience ->
more intrigue to read
engages readers’ emotions as Raymond faces
36. Feature Story
Twist in conflicts
defines the outcome of the story
fulfills readers’ expectations of a development of a
story
37. Feature Story
3. Tea Products & 4. Keep an eye on
possibilities
summarizes the story
echos with the new establishment of Tea
Choice
educates and promotes the concept of fair
trade
encourages development of fair trade in
Hong Kong
Editor's Notes
As I have mentioned before, it aims to penetrate from university level to the general HK society, therefore,
Did you know xxx
is to leave the key brand message in the mind of the target
Raymond Tsang’s Painstaking 10 Years: Let's not be Afraid to Dream Big
