Trimona Presentation for Public Relations Proposal

1. “Old World Taste, New World Health Benefits”

2. Agenda
● About the Agency
● Situation Analysis
● Competitor Analysis
● SWOT Analysis
● Research
● Objectives
● Strategies
● Tactics
● Time Table
● Budget
● Evaluation

3. About the Agency
● Lifestyle PR
● Health-oriented
brands
● Unique
products in a
modern market

4. Situation Analysis
● Healthy, probiotic yogurt
● Made from grass-fed cows
● Gluten-free, good for lactose intolerant people
● All-natural

5. Yogurt Industry Today
Important Factors when buying yogurt:
● Low price
● Health benefits
● Flavor
● Locally made/ organic yogurt
Popular Yogurts:
● Greek yogurt
● Low-fat/ “fit” yogurt

6. Competitor Analysis

7. SWOT Analysis
Opportunities
● Speciality yogurt is popular right now
● Appeal for health conscious consumers
● Authenticity of brand identity
● Expanding in the United States
Strengths
● Unique story behind yogurt brand
● Many health benefits
● Traditional and simple
● Can be used in many different recipes
Weaknesses
● Lack of Awareness
● Weak social media presence
● Currently no press kit provided
Threats
● Many other yogurts have similar health
benefits
● Popularity of competitors
● Expensive price point (not mass produced)

8. Research

9. Objectives
1. Increase Brand awareness of Trimona
Yogurt
2. Create stronger brand image
3. Increase social media activity
4. Increase sales by 10% within the year

10. Target Audience
Dr. Manning RosaKate

11. Strategies
1. Motivate new customers to try Trimona
2. Use all social media platforms to create
more followers and likes on respective
sites
3. Increase awareness and demand for
Trimona throughout the local area
4. Create cohesive brand image

12. Tactics
Tactic 1: Social Media/ Website Improvements
Tactic 2: Local Events
Tactic 3: Partnership with cooking
classes/schools
Tactic 4: Distributing Promotional Materials
Tactic 5: Reaching out to Opinion Leaders
Tactic 6: Brand Ambassadors

13. Tactic 1: Social Media
1. Strengthen Facebook photos/posts
2. Expand Twitter activity
3. Update website
4. Create Pinterest boards

14. Facebook
● Logo as profile picture
● Periodically update cover
photo
● Simplify “About” section

15. Updated Photos
More Brand Identity
Uploaded Albums
Updated About Section

16. Twitter
● Utilize hashtags
○ #eatclean, #healthy, #yum, #postworkout,
○ #tbt, and #glutenfree
● Increase interactions with other users
○ Tweet at people, Tweet at least 3 times a week

17. Pinterest
http://www.pinterest.com/trimonay/

18. Website
http://haleycavanna.wix.com/trimona

19. Tactic 2: Local Events
● Harvest festivals
○ Autumn
○ Summer
● Selling yogurt cups with
toppings bar

20. Tactic 3: Partnerships
● Team up with local
cooking
classes/schools
● Paul Smith College,
BOCES

21. Tactic 4: Distributing Promotional Materials
● T-shirts
● Bumper Stickers
● Spoons Sweepstakes
● Recipe Pamphlets
● Brochures
● Press Kit

22. T-Shirts & Bumper Stickers

23. Recipe Pamphlets & Brochures

24. Spoons Sweepstakes
● Spoons will be
distributed with
Trimona’s website
written on them
and “enter to win”
● Will create buzz
and web traffic

25. Press Kit

26. Tactic 5: Opinion Leaders
Nutritionist:
Mary Lippet
“Best Nutritionist” by NY Citysearch for past 5
years
*Could also look for pediatricians

27. Tactic 5: Opinion Leaders
● Talk shows and food networks
● Martha Stewart
● Other talk shows: Dr. Oz, Rachel Ray

28. Tactic 5: Opinion Leaders
Local Newspapers:
Ithaca Times, NJ Monthly, NJ Lifestyle, NY Health and Life, Well +
Good

29. Tactic 6: Brand Ambassadors
● Start at IC, expand to other
schools
● Similar to an internship
● Social media contest
● Partner with IC health
organizations
● Host on-campus events

30. Timetable

31. Budget

32. Evaluation
● Measure social media traffic
● More brand awareness in local communities
● Increase in sales

33. Thank you!