Client Competition (Comm 464)

PRESENTED BY
PUBLIC RELATIONS PROPOSAL

Introduction 2
Executive Summary 4
PROBLEM STATEMENT 7
Situation Analysis 7
POLITICAL, ECONOMIC, SOCIAL, AND TECHNOLOGICAL ISSUES (PEST) 7
STRENGTHS, WEAKNESSES, OPPORTUNITIES, AND THREATS (SWOT) 9
ANALYSIS 11
Problem Statement 12
ANALYSIS OF KEY PUBLICS 13
DEMOGRAPHICS 13
PSYCHOGRAPHICS 13
INFLUENCERS & SELF-INTERESTS 14
RELATIONSHIP TO THE CLIENT 14
BUYER PERSONAS 15
SEAN MORRIS 15
COURTNEY HAWKINS 16
Work Statements 17
GOALS & OBJECTIVES 17
BUSINESS GOAL 17
POSITIONING STATEMENTS 17
OBJECTIVES 18
KEY MESSAGES 18
CAMPAIGN IDENTIFICATION 18
Implementation 19
FOOD TRUCKS 19
CREATE YOUR OWN FIZZ CONTEST 21
HASHTAG UTILIZATION 23
Calendar 25
SOCIAL MEDIA STRATEGIES 26
Campaign Budget 30
DIRECT PROGRAM COSTS 32
Evaluation 33
Conclusion 35
Qualifications 36
NOTE FROM EXECUTIVE DIRECTOR 38
Appendix 39
California Seltzer Co. !1 Aperture Public Relations

INTRODUCTION 
California Seltzer Company was founded in 2014 by business
partners Chris Sakacs and Rachelle Alfonzo. California Seltzer
Company provides an alternative to sugary soda beverages,
replacing them with organic, artisanal ingredients. The company
focuses on locally produced, small-batch products ensuring quality
and satisfaction to their customers in comparison to big name
brands pumping their beverages with chemicals and processed
sugars. 
 
In response to the request for proposal from California Seltzer
Company for public relations services, the following is Aperture
Public Relation’s analysis of the current public relations situation
and our specific recommendations for developing and expanding
the California Seltzer Company product market.  
 
With the newfound popularity of artisanal beverages and syrups on
the rise, consumers can now choose from their beloved traditional
colas or a whole new line of all-natural boutique brands that have
begun sprouting up in the marketplace. Aperture Public Relations’
goal is to increase brand awareness to consumers and retailers
alike as well as to create a sustainable profit margin.  
 

Aperture Public Relation’s goal is to show consumers and others
who are not aware of this product, why this product differentiates
from other products. Consumers are aware of brand name sodas
and our ultimate goal is to shed a new light on why California
Seltzer Company’s product will keep consumers satisfied and
coming back for more.  
 
The following proposal is Aperture Public Relations’ analysis and
suggestions for public relations and marketing for California
Seltzer Company in 2015. Our findings provide cohesive and cost-
effective methods that capitalize on California Seltzer Company’s
strengths to expand its consumer market.

EXECUTIVE SUMMARY
California Seltzer Company’s primary goal is to increase brand awareness and gain
full-scale entry into the consumer marketplace. California Seltzer Company would
like to expand their market reach, establish a strong social media presence, and
spread the word about artisanal, handcrafted sodas throughout the Southern
California/Orange County community by August 2015. By taking the beverage
industry by storm, Aperture Public Relations believes that California Seltzer
Company can redefine soda standards by providing the industry with high quality,
locally produced, and all-natural soda beverage alternatives.  
 
By setting up a social media presence on all predominant social networking
platforms, such as Facebook, Instagram, Twitter, and Pinterest, California Seltzer
Company can reach its target audience of 18 to 34 year olds. By creating brand
specific hashtags, contests, and giveaways, consumers have ample opportunity to
interact with the brand itself. The setup of a strategic social media calendar will list
the best times throughout the day for California Seltzer Company to post content
on all of their social networking platforms. By posting content at specific times
throughout the day, California Seltzer Company will have higher click through rates
to their content, more replies and consumer interaction, and will be able to reach a
broader audience. 
 
With the fast-growing market of food trucks in the restaurant industry it makes using
them as a marketing strategy important, especially for California Seltzer Company’s
target audience. Social media has played a large role in making food trucks more
accessible and easy to locate. Social media has also allowed food trucks to refine
the element of community by bringing people together from surrounding urban
areas. This helps California Seltzer Company market and integrate themselves into
focused, local communities where artisanal products are becoming even more
popular. Aperture Public Relations is focusing in on specific food trucks and

studying their menus in order to pair their food with California Seltzer Company fizz
flavors.
Another important part of California
Seltzer Company’s brand awareness
and outreach comes from integrating
local art walks and farmer’s markets
into the campaign. Aperture Public
Relations has carefully selected the
following art walks in order to reach the
primary target audience: the Laguna
Beach Art Walk, Santa Ana’s Artist Village and Art Walk, the Fullerton Art Walk,
and the Huntington Beach Art Walk. Other events include farmer’s markets in
Fullerton, Irvine, Tustin, Laguna Hills, Costa Mesa, Huntington Beach, Laguna
Beach, and Laguna Niguel.  
Expenses throughout the campaign will be primarily focused on product
introduction and awareness, advertising, ways to communicate directly and
effectively to the target audience, and billable hours. A majority of the allotted
budget of $5,000 will be used in web design and search engine optimization, social
media content boosting, and print advertisements in local newspapers and
magazines. Aperture Public Relations has been careful in calculating into the
budget smaller expenses such as booth rentals, space permits, pamphlet and flier
distribution, and packaging material costs as well. 
 
Tactics will be focused on gaining product awareness and social engagement with
California Seltzer Company. Aperture Public Relations will contact potential retail
buyers including specific food trucks and eating establishments. Our agency has
hand-selected four specific food trucks whose menus will pair exceptionally well

with California Seltzer Company’s handcrafted fizz flavors. Social media tactics
include key hashtags, messages, and contests on Facebook, Instagram, and Twitter.
The first objective of evaluation of brand awareness will be measured by how many
buyers and food trucks will agree to have California Seltzer Company as part of
their beverage selection. The distribution of California Seltzer Company products
will be measured by tracking what has and will be distributed. Aperture Public
Relations will create the inquiries for these locations by September 2015, after the
product has officially launched.
Aperture Public Relations will create a social media presence for the company
based on Facebook, Twitter, and Instagram. Our agency will establish friendly and
professional relationships with consumers and local businesses through interaction
on social media. In addition to analyzing the activities of the competition, Aperture
Public Relations will examine competing social networking websites and will
measure the amount of activity with consumers. The objective to create brand
awareness for the company will be fulfilled by increasing advertising using
traditional methods such as newspapers and magazines. Our agency will create a
brand image that highlights California Seltzer Company’s artistry and natural
ingredients.
The proposed plan will take an estimated six
months, beginning March to August 2015.

PROBLEM STATEMENT
SITUATION ANALYSIS
Political, Economic, Social, and Technological Issues (PEST)
Political
Taxes 
 
A new soda tax has been introduced to California in the past two
years. Berkeley, California has already succeeded in passing a one-
cent-an-ounce tax on sugary sodas, energy drinks, and even sweet
teas. This tax was voted in place as a means to an end in Type 2
Diabetes as well as other health concerns linked back to sugary
beverages. According to researchers at Harvard in 2013, increasing
the price of a 20 oz. soda beverage by 20 cents led to a decrease in
sales of that soda by 16%. 
Safety Regulations 
 
California Seltzer Company first and foremost needs to make sure that
they obtain the correct registration and permits in order to
manufacture, bottle, and distribute their product. Other permits will
need to be obtained if California Seltzer Company decides to
introduce their product or do a taste sampling on any type of school
campus.
Economical
The decline in U.S. sales of carbonated soft drinks accelerated in
2013, according to a leading beverage industry newsletter. Total sales
volume fell 3 percent in 2013 to 8.9 billion cases, the ninth straight
year of decline, according to Beverage Digest. That compares with
declines of 1.2 percent in 2012 and 1 percent in 2011.

Social
Health concerns are still at the forefront of American minds. This
includes and is not limited to hesitation of purchasing products with a
high sugar content, calorie content, and overall fat content. People
are striving towards more healthy lifestyles, transitioning into clean
eating fads, juicing, and all-natural, Whole 30 and Paleo diets.
Technological
With social media acting as the leader in today’s advertising and
marketing strategies, technology can do wonders for California
Seltzer Company’s brand image. The company should be available
for customers to peruse and interact with on every social media
platform including: Instagram, Facebook, Twitter, and Pinterest.
According to the survey research that Aperture Public Relations
conducted, 93% of the target audience is active on Facebook,
followed by 64% on Instagram, and at 21%, the third most commonly
used social media platforms are Twitter and LinkedIn.
 

Strengths, Weaknesses, Opportunities, and Threats (SWOT)
Strengths 
• Unique flavors
• Well-versed in graphic design, social media, and event planning
• 160 calories or less per bottle
• Consumers know what is going into their beverage
• Locally produced
• Prepared in small batches
• More natural and better quality than most sodas
• Healthier ingredients than the leading sodas 
Weaknesses 
• Soda sales have been declining since 2013
• Currently no social media presence
• No reputation has been established
• In competition with big name companies
• Lack of health benefits
• All-natural ingredients but still not quite “healthy”
• Lack of public knowledge regarding handcrafted soda 
Opportunities 
• Using the California lifestyle as a branding opportunity
• Food Establishments (See page 41)
- OC Mart Mix in Costa Mesa
- The Lab and The Camp in Costa Mesa
- The Anaheim Packing District
- Watson Drugs and Soda Fountain
• Farmer’s Markets (See page 41)
- Farmer’s markets are well dispersed throughout the Orange County area
including: Fullerton, Irvine, Tustin, Laguna Hills, Costa Mesa, Huntington
Beach, Laguna Beach, Laguna Niguel

• Art Walks (See page 41)
- Laguna Beach
- Santa Ana’s Artist Village and Art Walk
- Fullerton Art Walk
- Huntington Beach Art Walk
• Food Festivals (See page 41)
- OC Foodie Fest
- Made in America
- Orange International Street Fair
- Artisan Food & Arts Festival in Irvine (April 28, 2015)
• Seasonal Flavors
- Sample seasonal flavors:
‣ Spring: Floral notes
‣ Summer: Fresh berries or melons
‣ Fall: Pumpkin
‣ Winter: Cranberry, spices
• Food Trucks (See page 41)
- Cali Grill Truck
- White Rabbit Truck
- GDBRO Truck
- Me So Hungry Truck 
Threats
• Health consciousness affecting consumer buying choices
• Jones Soda Co.
• IZZE
• Homemade Fizz Company
• Sodastream
• Batch Craft Soda
• Refreshments Direct

Analysis
California Seltzer Company is in the beginning processes of integrating
themselves into the artisanal food and beverage industry. The company adds
their own flair by constructing new and unique flavors and by keeping their
product locally produced in small batches. The lack of social networking and
brand awareness, along with differentiating California Seltzer Company from
other brands is what Aperture Public Relations intends to improve upon as well
as providing additional market outreach.  
 
Soda has been addressed as an unhealthy drink and Aperture Public Relations’
goal is to focus on the organic ingredients that California Seltzer Company
incorporates into their handcrafted fizzes. By California Seltzer Company
differentiating themselves from the negative stigma behind soda beverages
and promoting their all-natural, high quality fizzes, we anticipate positive
results from our researched and carefully curated target audience. 
 
Aperture Public Relations conducted a survey using SurveyMonkey and posted
it to Facebook during the week of February 16, 2015 (see page 39). An
overwhelming majority of the participants surveyed were between the ages of
18 to 24 and 25 to 34 and were primarily residents of Orange County. 
 
100 percent of respondents from ages 18 to 34 reported that they knew little
to nothing about handcrafted soda. Aperture Public Relations would like to
help introduce the surveyed target audience to handcrafted sodas by
presenting them with the high quality brand of California Seltzer Company. 

PROBLEM STATEMENT
California Seltzer Company’s goal is to
increase brand awareness and gain full-
scale entry into t h e c o n s u m e r
marketplace. C a l i f o r n i a
S e l t z e r Company would
like to expand t h e i r m a r k e t
reach, establish a strong social
m e d i a presence, and
s p r e a d t h e w o r d a b o u t
a r t i s a n a l , h a n d c r a f t e d
sodas throughout the Orange County
community by August 2015.

Analysis of Key Publics
DEMOGRAPHICS
• Age: 18-34 years old
• Gender: Female - 78%, Male - 22%
• Ethnicity: Caucasian - 56.89%
• Employment Status: Employed - 79%
• Respondents ages 18-34 primarily use Facebook and Instagram.
• 62% were not students.
• 40% have graduated with a Bachelor’s Degree followed by 38%
some college
• 59% are in a relationship, 36.75% are single
• A majority of our surveyed consumers reside in California.
- The most popular California cities reside in Orange County.
PSYCHOGRAPHICS
• 61.11% of respondents between the ages of 18-24 drink soda
beverages sometimes.
• 50.94% of respondents between the ages of 25-34 drink soda
beverages sometimes.
• Majority of respondents have little to no preference for packaging.
• Survey shows respondents between the ages of 18-34 are not very
familiar with handcrafted soda.
• Majority of those who have been introduced to handcrafted sodas have
tried them at restaurants and grocery stores.
• 55.78% of respondents said they would be more inclined to purchase
soda beverages with all organic ingredients.
• Social Media Habits
- 1.6% respondents ages 18-24 reported to participate in social
media campaigns regularly
- 0% of respondents ages 25-34 said they participated in social
media campaigns regularly
- Most of the respondents reported that they participated
sometimes.

- 37.04% of respondents from at 18-24 reported that
environmentally conscious packaging was somewhat important
to them
- 40% reported having no preference regarding packaging
- 43% of respondents 25-34 said that environmentally conscious
packaging was somewhat important to them
- 30% reported having no preference.
INFLUENCERS & SELF-INTERESTS
Hipsters, like any sub-culture, are drawn to certain food and drink ideals. They
enjoy artisanal provisions and locally harvested produce and products. This
would make hipsters the ideal consumer for introducing California Seltzer
Company as a new type of handcrafted, ultra hip soda.
 
RELATIONSHIP TO THE CLIENT
According to Aperture Public Relations’ research, individuals that are more
likely to purchase soda beverages are between the ages of 18 and 34. This age
group represents individuals who are old enough and knowledgeable enough
to expose themselves to products that are offbeat and not part of mainstream
popular culture. California Seltzer Company would have the most success with
the 18 to 34 age group because trends show that these individuals are more
likely to support handcrafted, do-it-yourself business endeavors, especially if
they are local. 

BUYER PERSONAS
SEAN MORRIS
Sean is a 28 year old programmer living in Irvine.
Music is his passion and many of his hobbies
revolve around it such as playing the drums,
jamming with friends, seeing local shows and
concerts, as well as collecting vinyls. He is a
handcrafted beer connoisseur frequenting locally
owned restaurants and breweries sharing his
experiences through social media. Sean’s social
media fix comes primarily from Instagram, often
posting images and videos of his musical ventures,
as well as sharing the sceneries he encounters while
riding his fixie. He is a UCI graduate, with an
income ranging between $46,900 to $74,280.

COURTNEY HAWKINS
Courtney is crafty, creative, and in college.
She works part-time at a nearby seafood
restaurant, and commutes to school from
her parent’s home. In her free time, she
enjoys the outdoors hiking often at Crystal
Cove in Newport Beach, and visits the
Santa Ana Art Walk to support local artists
and her friends who have booths there.
Courtney is moderately health conscious.
She regularly exercises going to the gym
four times a week and monitors her fitness
and caloric intake.

WORK STATEMENTS
GOALS & OBJECTIVES
BUSINESS GOAL
Increase brand awareness by:
• Leveraging the California Seltzer Company website. Create a strong
website presence with regular blog posts. Hire a web development
company for SEO benefits, or for California Seltzer Company’s website to
appear higher on search engines such as Google.
• Use social media to raise public awareness and interest in specialty,
handcrafted soda.
• Create a social media presence by posting locations to enjoy beverages,
fun facts about the product, nutritional updates, and utilizing special
California Seltzer Company hashtags, #getfizzy, #fizzspiration, #fizzyfacts,
and #fizzyfriday.
• Advertise using traditional methods such as newspapers, magazines, and
radio.
• Make California Seltzer Company’s product accessible to consumers
through farmer’s markets, food truck collaborations, and ample
opportunities for consumers to sample the product. 
POSITIONING STATEMENTS
• Capitalize on the name California and use it a a Southern California lifestyle
brand.
• Move California Seltzer Company away from an expensive drink stigma and
focus on the production of small batches through quality over quantity.
• Promote California Seltzer to the craft and artisanal trend in Orange County.

OBJECTIVES
• Create brand awareness of
California Seltzer Company by
developing a social media
presence by August 2015.
• Establish good customer
relationships with a story and
ample photo sharing on social
media using the unique, brand relevant hashtags: #getfizzy, #fizzspiration,
#fizzyfacts, and #fizzyfriday
• Analysis of activities of competition brands.
• Create brand awareness by advertising using traditional methods such as
newspapers and magazines. This will include creating an attention-grabbing
advertisement that prominently displays your product and explains its value.
• Create a brand image that highlights California Seltzer Company’s artistry and
dedication to their product.
KEY MESSAGES
• California Seltzer Company is an experimental fizz company.
• The sodas are produced to bring an artisanal spin on the readily available
chemical-laden sugary sodas currently on the market.
• The company will launch a total of five “core” brands that will be available
year round.
• As consumer culture turns to locally-produced, small-batched products, CA
Seltzer Co. aims to give consumers that option for soda.
CAMPAIGN IDENTIFICATION
“Experimental fizz from the best coast.”

IMPLEMENTATION
Food Trucks
Strategy
The popular explosion of food trucks in the restaurant industry makes using them
as a marketing strategy worthwhile, especially for California Seltzer Company.
Social media has played a large role in making food trucks boom and become
easier to access. Social media has also allowed food trucks to refine the element
of community by bringing people together from all urban areas. This helps
California Seltzer Company market and integrate themselves into focused, local
communities. 
 
Tactics
Contact the owners of specific food trucks to inquire how California Seltzer
Company could incorporate their sodas into the beverage selections.  
 
Tools
• California Grill Truck
- Food offered: Gourmet grilled cheese sandwiches with the option of
meats, cheeses, and vegetables and lettuce wraps.
- Beverages offered: Not listed on website.
- Why they are unique?: Prides themselves with their high quality
ingredients and unique grilled cheese sandwich options with an Asian
infused twist.
- Best California Seltzer Co. flavor pairing: Ginger has been a
longstanding, complimentary flavor for Asian dishes. California Seltzer
Company’s Ginger Fizz would compliment the flavors of California

Grill truck, not to mention the local focus of California culture. 
• White Rabbit Truck
- Food offered: An array of meats and vegetarian options, tacos,
nachos, burritos, and rice bowls. Side dishes include coleslaw, fried
eggs, a la carte tacos and rice. Dessert options include macarons and
champorado.
- Beverages offered: Traditional Coke, Diet Coke, Sprite, and Dr.
Pepper.
- Why are they unique?: White Rabbit Truck prides themselves on a
unique and authentic take on Filipino Fusion flavor and experience.
- Best California Seltzer Co. flavor pairing: California Seltzer Company’s
Hops Fizz would pair well with the Filipino flavors of White Rabbit
Truck. Since White Rabbit Truck has a Mexican/Spanish twist to its
flavors, Hops Fizz would add a refreshing, summertime aesthetic to
the menu.
• GDBRO Truck
- Food offered: Signature and gourmet burgers and sandwiches stuffed
with an array of unique flavors. Side dishes include specialty fries and
mozzarella sticks.
- Why are they unique?: Self-described as a culinary passion project,
GDBRO Truck aims to please with a colorful menu of unique burgers
and toppings. This truck emphasizes that their burgers are
“handcrafted” and made to devour.
- Best California Seltzer Co. flavor pairing: California Seltzer Company’s
Cola Fizz would be a perfect pair to GDBRO Truck’s array of gourmet
burgers. Both companies strive to let their consumers know that their
products are handcrafted and high quality.
• Me So Hungry Truck

- Food offered: Full-sized burger options as well as sliders and a salmon
rice medley. Sides include two different types of fries.
- Why are they unique?: Me So Hungry Truck wants to bring gourmet
burgers to the masses without the gourmet burger price. This food
truck also changes their menu seasonally.
- Best California Seltzer Co. flavor pairing: Me So Hungry Truck
provides a perfect opportunity for California Seltzer Company to
integrate their seasonal fizzes onto their menu.
Create Your Own Fizz Contest
Strategy
Create Your Own Fizz Contest will allow consumers to give their best shot at
becoming an artisanal fizz maker themselves. There will be prizes and incentives
for the person who wins this contest. Prizes can vary from cash to cases of soda.
Tactics
Announce on social media sites and use campaign hashtags so that consumers
are aware of the upcoming contest.
Tools
Facebook

Twitter
Instagram

Hashtag Utilization
Strategy
Showcase California Seltzer Company’s new line of artisanal fizzes by using
three key marketing strategies for hashtags: brand and campaign specific,
trending, and content.
Tactics
Use four brand hashtags that are specific to California Seltzer Company. For a
specific campaign hashtag, use the name of the current marketing campaign.
Use a trending hashtag when you see a trend that relates to the California
Seltzer Company business. By using the trending hashtag in the content
update it can potentially get the message seen by a massive audience. Content
hashtags are hashtags used in a specific post and are not branded or highly
popular. The hashtags are simply common hashtags that are related to your
post content.
Tools
Specific brand hashtags #getfizzy, #fizzspiration, #fizzyfacts, and #fizzyfriday
Examples on next page.

CALENDAR
March April May June July August
- Social media
accounts are
acquired
- Create social
media calendar
(content
creation)
- Company
website design
development
-Begin drafting
Product
Announcement
Press Kit
- Contact
potential
vendors to carry
product
- Website
content
development
- Finalize
Product
Announcement
Press Kit (print
and online)
- Company site
is launched
- Begin
reaching out to
traditional
media
announcing
product
- Arrange to set
up booths at
local farmer’s
markets
- Implement
#fizzspiration,
#fizzyfacts, and
#fizzyfriday into
social media
- Weekly booths
at farmer’s
markets
-Laguna Beach
Art Walk (June
4th, 6-9pm)
Santa Ana’s
Artist Village Art
Walk (June 6th,
7-10pm)
- Develop
Product Launch
Press Kit for
next month
(view sample
news release on
next page)
- Huntington
Beach Art Walk/
Farmer’s Market
(July 23, 6-9pm)
- Fullerton’s Art
Walks (July 3rd)
- Disseminate
Product Launch
Press Kit (print
and online)
- Begin
implementing
company
hashtags on
social media

NEWS RELEASE
FOR INFORMATION: Jessika Cantwell
Day: (949) 222-2222
Eve/Wknd: (323) 712-4823
Jessi.Cantwell@csu.fullerton.edu
FOR RELEASE: April 1, 2015
LOCAL COMPANY PREPARES TO LAUNCH NEW SODA LINE
California Seltzer Co. Brings an Artisanal Spin to The Beverage Industry
ORANGE COUNTY: California Seltzer Company was created by business partners Chris
Sakacs and Rachelle Alfonzo. The pair has been working to redefine the soda industry and bring
soda consumers in Orange County a handcrafted and high quality beverage. California Seltzer
Company has five flavors including: Chai, Cola, Birch, Hops, and Ginger. The sodas are created
with all-natural ingredients and can be purchased in 12 ounce bottles, cases of 24, and 5-gallon
kegs. California Seltzer Company is scheduled to launch their product in August.
“Rachelle and I wanted to create a handcrafted, locally produced ‘fizz’ to give consumers
an alternative to mass produced, chemical-laden soda beverages,” said co-founder Chris Sakacs.
“We are excited to break into the artisan and craft marketplace with a product that we are more
than proud of.”
Flavors that California Seltzer Company offers include: Chai fizz, a mixture of chai tea
infused with cream soda; Cola fizz, a classic cola recipe with a blend of citrus and cinnamon; Birch
fizz, a traditional birch beer made with birch bark, molasses and spices; Hops fizz, a blend of citrus
fruits with notes of simcoe hops; and lastly a Ginger fizz infused with bitter orange peel, coriander,
and cardamom.
- more-

California Seltzer Company
Handcrafted Soda Beverages
April 1, 2015 
Page – 2
California Seltzer Company can be found at local farmer’s markets and art walks this
summer. They have chosen to incorporate their beverages into four local food trucks: the White
Rabbit Truck, GDBRO Truck, Me So Hungry Truck, and California Grill Truck. California Seltzer
Company has paid specific mind to how each flavor of fizz pairs with each of the food truck menus
when deciding which truck to sell their beverages through.
“I think that consumers would enjoy the food truck experience even more with specialty
beverages thrown into the mix,” said California Seltzer Company co-found Rachelle Alfonzo.
For more information regarding California Seltzer Company and their handcrafted fizzes,
nutritional facts, social media connection, and purchasing information, visit
www.caseltzercompany.com.
# # #
EDITOR’S NOTE: California Seltzer Company was founded in 2014 in Orange County,
California. It was created by artisanal beverage lovers and co-founders Chris Sakacs and Rachelle
Alfonzo.

Social Media Strategies
Twitter
- Engagement is highest on Wednesdays and weekends
- 12 p.m. and 6 p.m. have the highest click through rates while 5 p.m. has
the highest retweets
- Update followers on California Seltzer Company day-to-day locations and
activities (example: food truck locations)
- Engage with foodie influencers, bloggers, and the community
Facebook
- Social engagement peaks on Thursdays and Fridays.
- Optimal post times include 1pm for the most shares, 3 p.m. for the most
clicks and as a whole between 9 a.m. and 7 p.m.
Instagram
- The best time of the day to post is during off work hours
- Use to showcase ingredients and day to day events, including the
brewing process
- Engage with other food lovers, bloggers and consumers
Pinterest
- The best times to pin throughout the day is between 2 p.m. and 4 p.m.,
and between 8 p.m. and 11 p.m. (peaking at 9 p.m.)
- Use to give recipe/cocktail ideas, party ideas, and DIY projects
HootSuite
- Free to use with options to upgrade
- Ability to schedule messages in advance
- Multiple staff can manage social media on one platform
- Easy and efficient way to post to multiple platforms through a single
service
- Incredibly time efficient

Sample social media calendar:
Platforms Monday Tuesday Wednesday Thursday Friday
1 p.m.
#fizzspiration;
include inspirational
photos, funny
photos, jokes, and
motivational quotes
3 p.m.
Post #fizzpiration
1 p.m.
Time to get through
Hump Day! How do
you fizz up a flat
day? (Post
questions and
interact with
responding
consumers)
3 p.m.
Post #fizzpiration
1 p.m.
Ask consumers how
they will #getfizzy
this weekend
3 p.m.
Post how California
Seltzer Co. is
celebrating
#fizzyfriday
12 p.m. & 5 p.m.
Post Monday
#fizzpiration in 140
characters of less
Include motivational
quotes, quirky
photos, and one
liners
12 p.m. & 5 p.m.
Time to get through
Hump Day! How do
you fizz up a flat
day? Or a short
#fizzyfacts
12 p.m. & 5 p.m.
In 140 characters or
less, post of how
California Seltzer
Co. is celebrating
#fizzyfriday and how
they will #getfizzy
over the weekend
1 p.m.
Share an image of
someone who has
shared their photo
using the hashtag
#getfizzy over the
weekend
5 p.m.
Post Photoshopped
images of
#fizzyfacts (example
above)
5 p.m.
Post image of how
California Seltzer
Co. is celebrating
#fizzyfriday or how
they will #getfizzy
over the weekend
Pin 10-20 relevant
pins that correlate
to brand image
Pin 10-20 relevant
pins that correlate
to brand image
Pin 10-20 relevant
pins that correlate
to brand image
!
!

CAMPAIGN BUDGET
Stafﬁng
- $20 an hour per employee
Consultants/Professional Fees
- Web development:
‣ Domain fees - $9.99 per year (GoDaddy.com)
‣ Hosting via Wordpress - As low as $3.99 per month through
GoDaddy.com. We recommend using WordPress.
Photography
- Model fees - Can be anywhere from $0- $400.
- Location/studio - Wolf Camp Studios in Costa Mesa provides props and full
studio for use for a flat rate. The studio has a fully stocked bar and kitchen
area, perfect for product shots of California Seltzer Company’s fizzes.
- Contact: info@foxesandwolves.com
Print Advertising
- Design fees and charges - Approximately $200 for local newspapers and
magazines.
- Reach out to influential food bloggers and propose to swap product for
brand mention.

Booth
- Permit designated by specific campuses - Free
- Example: Cal State Fullerton requires that all food and beverage vendors fill
out and submit an application for a temporary permit. This includes a short
questionnaire to be filled out by the vendor done in advance to be
approved by the campus.
- Table and chairs - Approximately $6 to rent a 6 ft. table and $0.75 per
plastic folding chair according to Otay Party Rentals in Fullerton.
- Sample cups - Approximately $20.99 for 750 count 5 oz. pack of clear Solo
Cups at Costco.
Travel
- Gas = 13 miles per event x 4 events = $163 at $3.15 per gallon.
Total Before Contingency = $4247.61
- Contingency Reserve: Add an additional 10-15% to the subtotal to account
for any unexpected expenditures.
Grand Total = $4672.37

DIRECT PROGRAM COSTS
Publicity
- Letterheads, Press kits (print and online) = Letterheads $1.34 per piece,
press kits $189 - $275
- Mailing supplies = Packing peanuts $18.99 per carton, $4.49 per each box
- PR Distribution services (helps client’s disseminate their news to online
media, print media, journalists and bloggers while also making their press
release available for pickup by search engines. Supports businesses in
building brand awareness, increasing visibility on the web and enhancing
exposure through social media.) - $89
- Fliers and handouts - Approximately $47 per 100 fliers at Staples.
Social Media Budget
- Bimonthly Facebook Post Boosts = $100 every two weeks totaling $200 per
month
- Total Cost For Post Boosting = $1200 from budget for 6 months
OC Farmer’s Market $20 or 9% of Gross
- Food and Safety Permits = $12.25 for California Food Handlers Card
Training and Testing valid for 2 years.
Aperture Public Relations Billable Hours
- 10 hours per week at $20 per hour
- 22 weeks of billable hours from March until August
- Total = $2,200

Evaluation
The first objective is to create brand awareness for California Seltzer Company
products with a minimum of eight farmer’s markets (Irvine, Tustin, Costa Mesa,
Laguna Hills, Huntington Beach, Laguna Beach, Irvine, and Laguna Niguel)
and four food trucks (Cali Grill Truck, White Rabbit Truck, GDBRO Truck, and
Me So Hungry Truck). We will also be trying to distribute to Orange County
based Art Walks (Laguna Beach, Santa Ana’s Artist Village Art Walk, Fullerton’s
Art Walk, and Huntington Beach) and four food festivals (OC Foodie Fest,
Made in America, Orange International Street Fair, and Artisan Food & Arts
Festival in Irvine). This is to be evaluated by counting the numbers of buyers
and food trucks that have agreed to have California Seltzer Company as part
of their offered beverage selection. The distribution of California Seltzer
Company’s products will be measured by tracking what has been will be
distributed. Aperture Public Relations will create the inquiries for these
locations by September 2015 after the product has officially launched.
Our agency aims to create a social media presence for California Seltzer
Company by increasing their following on Facebook, Twitter, and Instagram as
well as by interacting with consumers online. Aperture Public Relations will be
establishing friendly and professional relationships with consumers and other
local businesses through interaction and photo sharing on social media while
utilizing the hashtags: #getfizzy, #fizzspiration, #fizzfacts, and #fizzyfridays by
October 2015.

These measurements will be looked at through web analytics including web
traffic, social media engagement on Twitter, Facebook, and Instagram. Other
methods of evaluation will come from news clippings, print and web.
The objective to analyze the activities of the competition will be determined
by examining the social media websites and measuring the amount of activity
with consumers. We will analyze how the competition interacts with their
followers and subscribers, see how much buzz surrounds their giveaways and
how many consumers enter to win prizes, and analyze how many followers
each of their social media platforms have by March 2015.
The objective to create brand awareness for California Seltzer Company by
increasing advertising using traditional methods such as newspapers and
magazines (specially OC Register and OC Weekly) will be implemented by
contacting said outlets by August 2015.
The objective to create a brand image that highlights California Seltzer
Company’s artistry and natural ingredients will be implemented by displaying
and speaking in regards to where California Seltzer Company retrieves their
fresh ingredients from before making their artisanal sodas. There will be
representatives from California Seltzer Company at local farmer’s markets
documenting their ingredient purchases to provide pictures and videos for
consumers to see where everything comes from by May of 2015.

Conclusion
Aperture Public Relations has attempted to meet every
goal and objective stated in the above text. Our
research and findings have led us the creation of the
most reasonable goals and tactics in an effort to reach
our clients’ desired outcome. With a combination of
increased social media presence, community
engagement, event planning, media outreach, and
carefully selected distribution partnerships and
locations, we are confident that by following our
proposed plan, California Seltzer Company can
anticipate a successful product launch in August 2015.

Qualiﬁcations
Putting your brand in focus.
Aperture Public Relations is dedicated to bringing your visions into focus with strategic public
relations services using our academic knowledge and genuine enthusiasm.
Chief PR Executive | Jessi Cantwell
Relocated Northern California native, newly wed, and creative go-getter are only a few words
that Jessi uses to describe herself. Throughout her college career she has been a public relations
intern for the American Heart Association as well as public relations/
editorial intern for online fashion boutique, Ruche Inc. Jessi has held a leadership position and
has been an avid volunteer for the nonprofit organization, Young Life, for the past three years.
She has recently been hired to contribute monthly to LaurenConrad.com and
VanessaLachey.com. Jessi's strengths include social media strategy, editorial writing,
photography, and public speaking. photography and public speaking.
PR Manager | Arlene Herrera
Arlene is a Southern California native and an adrenaline junkie! When she isn’t busy with school
and work, she spends her time outdoors. Over the course of her college career Arlene has worked
with Socialite Communications and Hagerty Photography as a public relations intern. Arlene has
also held leadership positions at the Disneyland Resort and Pier 1 Imports. Her biggest strengths
include public speaking, research, and video editing. Arlene recently returned from a five month
student exchange program in Shenyang, China, where she studied Chinese language, media, and
communications.
PR Administrator | Grace Lim
Grace started Geekly Gaming, an independent gaming news blog, and with it she was able to
challenge herself as a writer, as well as hone her public relations skills. She has also worked with
the USC Information Sciences Institute and Novy Unlimited as a public relations intern. Her skills
have allowed her to grow and become a well-versed in the world of public relations specializing in
media relations, events/conferences, social media marketing, and content strategies. Grace is
currently pursuing a degree in communications (with an emphasis on public relations) at California
State University, Fullerton.

Social Media Strategist | Demetrius Lykes
Demetrius has helped implement and host events for the campus wide organization, APAC.
Recently he has planned the event Why I Love Black Women on the CSUF campus for APAC,
which had approximately 400 female guests in attendance. Demetrius has lead the organization,
WE, plan the Millions March in Los Angeles which had approximately 15,000 to 20,000 people
in attendance including celebrity rappers The Game, Tyga, DJ Mustard, Tyler the Creator, singer
Kevin McCall, and NBA legend Steve Nash.
Community Management Coordinator | Ivy Nguyen
Ivy is a senior at California State University Fullerton, originally from Chicago, IL. This spring she
will receive her B.A in Communications with an emphasis in Public Relations. Ivy is a
compassionate person who is dedicated to public awareness. Her dedication to helping others
has pushed her to pursue a career at a hospital where she can specialize in healthcare public
relations. One of Ivy’s other loves is fashion, when she isn’t busy with work or school, you will
find her interning at Le’Vie , an accessory showroom located in the Los Angeles Fashion
District. At Le’Vie Showroom she has gained knowledge in marketing, building professional
relationships and networking. This experience combined with over 6 years of excellent
interpersonal communication and leadership skills have allowed her to work effectively with
other people at all levels.

NOTE FROM EXECUTIVE DIRECTOR
To Chris & Rachelle:
First and foremost Aperture Public Relations would like to thank
you for your time and reviewal of our proposal. Our agency
admires your hard work and dedication to your budding brand
and is looking forward to aiding California Seltzer Company in
achieving their brand goals. The future looks bright for
handcrafted, artisanal sodas and we appreciate the consideration
to help you further incorporate yourselves into the food and
beverage marketplace.
Warmly,

Appendix
Survey Questions
 
1. What is your age?
18-24
25-24
25-44
45-54
55-64
64 and older
2. Are you employed?
Yes
No
3. Are you a student?
Yes
No
4. What is your highest level of education?
Bachelor’s Degree
Some college
High school
Other (please specify)
5. What is your marital status?
Single
In a relationship
Married
Divorced
6. Where do you live?
City
State
Zip Code
7. Are you male or female?
Male
Female
Not specified
8. What is your ethnicity? (Please select all
that apply.)
American Indian or Alaskan Native
Asian or Pacific Islander
Black or African American
Hispanic or Latino
White / Caucasian
Prefer not to answer
9. Which social media platforms do you use
most frequently? (Mark all that apply.)
Facebook
Twitter
Google+
LinkedIn
Instagram
10. How often have you participated in a
social media contest conducted by a
company or brand?
Regularly
Often
Sometimes
Rarely
Never

11. How often do you drink soda?
Very often
Somewhat often
Sometimes
Never
12. Is environmentally-conscious packaging
important to you?
Very important
Somewhat important
No preference
Somewhat important
Very important
13. When choosing a soda, are health factors
important to you?
Very important
Somewhat important
No preference
Somewhat unimportant
Very unimportant
14. Unique packaging influences your decision
when purchasing beverages.
Strongly agree
Somewhat agree
No preference
Somewhat disagree
Strongly disagree
15. How familiar are you with handcrafted
soda?
Very familiar
Somewhat familiar
Not too familiar
Not at all 
No opinion
16. Where have you tried handcrafted soda
before? (Mark all that apply.)
Restaurant
Bar / pub
Fair (craft, art, fair, etc.)
Grocery / Supermarket
Farmer’s Market
Never tried handcrafted soda
17. Which of these unique sodas have you
tried? (If none, specify in comment box.)
Jones Soda Co.
Fizzio by Starbucks
IZZE
18. How much would you be willing to pay for
a bottle of handcrafted soda?
Less than $.99
$1.00 to $1.99
$2.00 to 3.99
$4.00 to $5.00
19. Would you be more inclined to purchase
soda with organic ingredients?
Yes
No
20. I am more inclined to buy locally made
soda.
Strongly agree
Somewhat agree
No preference
Somewhat disagree
Strongly disagree

References
“U.S. Soda Sales Decline Worsened in 2013-Beverage Digest,” http://www.reuters.com/article/
2014/03/31/usa-soda-beverages-idUSL1N0MS1672014331 March 31, 2014
“Food Facility Health Permit,” Health Environmental Health www.ocfoodinfo.com/permit
“California Department of Food and Agriculture,” http://www.cdfa.ca.gov/egov/farmersmarket/
producers_app_step1.asp 2014
Duggan, Maeve, Ellison B. Nicole, Lampe Cliff, Lenhart Amanda, and Madden, Mary “Social Media Update
2014,” www.pewinternet.org/2015/01/09/social-media-update-2014 January 9, 2015
Frizell, Sam “Nation’s First Soda Tax Passed in California City,” http://time.com/3558281/soda-tax-berkeley/
November 5, 2014
“U.S. Food and Drug Administration,” Registration of Food Facilities January 9, 2014
“Art Walks in Orange County,” Anaheim/Orange County http://anaheimoc.org/deals-and-discounts/
free-and-almost-free/orange-county-art-walks 2015
Satran, Joe “Craft Beer Growth Pushes Number of Breweries in U.S. Higher Than Ever Before,” http://
www.huffingtonpost.com/2012/12/13/craft-beer-breweries_n_2287906.html December 12, 2012
“Part Time Waiter Salaries,” Simply Salary http://www.simplyhired.com/salaries-k-part-time-waiter-
jobs.html 2015
“Annual Earnings of Young Adults,” http://nces.ed.gov/programs/coe/indicator_cba.asp 2015
“U.S. Bureau of Labor Statistics,” http://www.bls.gov/ooh/computer-and-information-technology/
computer-programmers.htm Wednesday, January 8, 2014
“California Grill Truck,” http://californiagrilltruck.com 2015
“White Rabbit Truck Menu,” http://whiterabbittruck.com/menu-2/ 2012
“GD BRO Truck,” http://www.gdbrotruck.com 2015
“Me So Hungry Food Truck - Sliders/Burgers/Fries/LA/SF/OC/ Los Angeles Food Truck,” http://
mesohungrytruck.com/ 2015

Gillet, Rachel “The Best (And Worst) Times to Post on Social Media (Infographic),” http://
www.fastcompany.com/3036184/how-to-be-a-success-at-everything/the-best-and-worst-times-to-post-on-
social-media-infograph September 25, 2014
Bennett, Shea “What Are the Best times to Post on #Facebook, #Twitter, and #Instagram?
[Infographic] http://www.adweek.com/socialtimes/best-time-to-post-social-media/504222 January 6, 2015
“Gallery For > Female College Student,” http://imgarcade.com/1/female-college-student/
MacDonald, Joe “How to Become a Software Developer,” http://techdegreelink.com/how-become-software-
developer#formPage_1 Monday September 23, 2013
Stock, Kyle “Two Reasons for Pepsi to think Twice About SodaStream,” http://www.bloomberg.com/
bw/articles/2013-06-06/two-reasons-for-pepsi-to-think-twice-about-sodastream June 6, 2013
Pranata, Amalia “Peminum Soda lebih Cepat Bertambah Tua,” http://www.revasi.com/diary/peminum-
soda-lebih-cepat-bertambah-tua/ 2014
Kobliski, J. Kathy “Newspaper Ads,” http://www.entrepreneur.com/article/83096 2015

Client Competition (Comm 464)

Recommended

Recommended

More Related Content

What's hot

What's hot (15)

Viewers also liked

Viewers also liked (20)

Similar to Client Competition (Comm 464)

Similar to Client Competition (Comm 464) (20)

Client Competition (Comm 464)