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Mosaic Communications - PR Plan for Spring Valley

Second of three presentations done for advanced Public Relations course. Served as introduction to overall public relations plan proposed for the client.

Client: Spring Valley Turf Products

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Mosaic Communications - PR Plan for Spring Valley

  1. 1. Spring
Valley
Public
Rela3ons
 Campaign
Plan
 Presented
by
Mosaic
Communica3ons
 Represented
by
Sarah
Laupan
&
Jolema
Noel

  2. 2. •  1.
Expand
adver3sing

 –  Establish
some
sort
of

TV/radio
ads
to
run
especially
in
months
leading
up
to
summer
 –  Incorporate
some
sort
of
seasonal
promo3ons
 –  Implement
a
campaign
geared
towards
reaching
more
of
North
America
 –  Plan
to
expand
sales
to
local
retailers
 –  Set
up
a
PR/Adver3sing
Budget
•  2.
Analyze
profitability
and
how
farm
supply
chain
retail
sales
can
be
intensified
 –  Have
a
key
selling
proposi3on
for
retail
sales
•  3.
Review
website


 –  Track
use
 –  Survey
aQrac3veness
of
site
•  4.
Improving
internal
and
external
communica3ons
•  ‐revamping
their
internet
presence
(website
and
online
adver3sing)
•  ‐direct
mail
to
poten3al
professional
industry
clients
and
poten3al
distributors
•  ‐the
special
event
(which
we
should
talk
about
more
but
dont
have
to
give
full
details
for
this
presenta3on)
•  ‐trade
adver3sing
and
membership
in
professional
trade
groups
•  ‐with
the
launch
of
their
consumer
directed
home
fer3lizers
at
menards
and
farm
and
fleet,
do
small
special
events
at
area
 stores
and
adver3sing
those
by
newspaper
and
radio
ads

  3. 3. Situa3on
•  50th
Anniversary
•  Strong
professional
end
user
customer
base
in
 Wisconsin
area,
wan3ng
to
expand
North
 American
regional
presence
•  Consistent
15%
growth
in
Sales
each
year
•  Wan3ng
to
expand
Retail
Product
Lines
•  Successful
Annual
event
‐
Turf
Fair
•  Organiza3on’s
Internal
Communica3on
Weak
•  Basic
Use
of
Website

  4. 4. Objec3ves
•  Enhance
Online
Presence
•  Improve
Internal
Communica3on
within
 Company
•  Develop
Retail
Partnerships
&
Promote
Launch
 of
Retail
Lines
•  Expand
Distributorships
&
Professional
End
 User
Customer
Base
in
North
America
•  Con3nue
Previous
Success
&
Expand
with
 2011
Turf
Fair
Event


  5. 5. Audience
•  Current
 –  Wisconsin
Area
Professional
End
Users
 –  Distributors
in
other
areas
in
North
America
 –  Breaking
into
retail
sale
partnerships
•  Future
 –  Expanded
area
of
Distributorships
 –  Retail
Stores
selling
to
Residen3al
End
Users

  6. 6. Strategy
Establish
Spring
Valley
as
a
brand
that
not
only
 provides
excellent
products,
but
also
a
 dis3nguished
customer
service
experience.

  7. 7. Enhance
Online
Presence
•  Re‐design
Website
 - Template
Based
 - The
story
of
“The
Spring
Valley
Experience”
 - Be
sure
of
all
links
working;
“My
Spring
Valley”
 - Distributor
Directory
 - Custom
Images
 - Effec3vely
Monitor
Traffic
-  YouTube
Video
Demos

  8. 8. Enhance
Online
Presence
•  SEO
 –  Currently
ranked
19th
when
searching
for
“Turf
 Products”,
49th
when
searching
for
“Turf
Fer3lizer”
•  Google
AdWords
 –  Campaign
to
adver3se
on
Google
using
 “keywords”
 –  Costs
per
click


  9. 9. Improve
Internal
Communica3on
•  Unified
Intranet
System
 –  Supported
through
re‐designed
website
 –  Log‐Ins
for
all
employees
&
distributors
 –  Template
based
 –  Pos3ng
all
Needed
Informa3on
•  Company
E‐mail
Communica3on
System
 –  Company
hosted
e‐mail
addresses
for
employees
 –  Distribu3on
Lists
 –  Important
No3ces
E‐mailed
to
Everyone
Concerned

  10. 10. Retail
Partnerships
&
Promo3on
•  Retail
Partnerships
 –  Will
assist
in
coordina3ng
partnerships
through
 market
research
and
evalua3on
of
best
poten3al
 associa3ons
 –  Promo3on
 •  Assistance
in
packaging
design
to
embrace
branding
 •  Retail
Store
promo3on
including
store
display
materials
 •  In‐store
Launch
Events
 •  Adver3sement
of
In‐store
Events
 •  Link
on
Website
to
Retailers
&
Update
of
History

  11. 11. Distributorships
&
Customer
Base
•  Direct
Mail
Campaign
 –  Large‐scale
distribu3on
 •  Professional
Fer3lizer
Lines
 •  Ice
Melter
•  Trade
Associa3on
Afflia3ons
 –  GCSAA
 –  GCBAA
 –  Golf
Industry
Show
 –  Print/Online
Adver3sing

  12. 12. Turf
Fair
2011
•  Focus
on
quality
Speakers
and
Demos
•  Expand
Invita3ons
to
poten3al
distributors
 and
customers
from
out
of
the
region
•  Adver3se
Event
in
Trade
Publica3ons
and
with
 Professional
Organiza3ons
•  Incorporate
New
AQrac3ons
 –  Turf
“War”
 –  2
Day
Event
 –  Incorporate
Residen3al
Product
Customers

  13. 13. Program
Timeline
 June
2010 

 July
2010
•  Setup
of
new
e‐mail
system
 •  Email
System
•  Evalua3on
of
needs
from
 Implementa3on
 website
re‐design
 •  Book
Turf
Fair
loca3on
•  Promote
50th
Anniversary
 •  Final
Prepara3ons
for
50th
 Event
 Anniversary
Event


































•  Begin
Turf
Fair
Preliminary
 Planning

  14. 14. Program
Timeline
 August
2010 

 September
2010
•  50th
Anniversary
Event
 •  Evalua3on
of
50th
•  Launch
of
New
Website
 Anniversary
Event
through
•  Retail
Market
Research
 par3cipant
responses
 •  Design
&
Purchase
•  Pursue
membership/ affilia3ons
with
Trade
 Adver3sing
Space
in
Trade
 Organiza3ons
 Publica3ons
for
Turf
Fair

  15. 15. Program
Timeline
 October
2010 

 November
2010
•  Book
Speakers/Demos
for
 •  Secure
and
Finalize
 Turf
Fair
 Speakers
for
Turf
Fair
•  Secure
Catering
and
 •  Turf
Fair
Coverage
Pitches
to
 Vendors
for
Turf
Fair
 Trade
Publica3ons
•  YouTube
Demo
Video
 •  Design
Ice
Melter
Direct
 Crea3on
 Mail
Pieces

  16. 16. Program
Timeline
 December
2010 

 January
2011
•  Design
of
Retail
Store
 •  E‐mail
System
and
Internal
 Displays
 Communica3on
6‐month
•  Design
of
Materials
for
Turf
 Evalua3on
 Fair
 •  Finaliza3on
and
Prin3ng
of
•  Sales
Rep
Event
Training
for
 Retail
Store
Displays
 Turf
Fair
and
In‐Store
Events
 •  Finaliza3on
and
Prin3ng
of
•  Finaliza3on
and
Prin3ng
of
 Turf
Fair
Materials
 Ice
Melter
Direct
Mail
 •  Ice
Melter
Direct
Mail
Roll‐ Materials
 out

  17. 17. Program
Timeline
 February
2011 

 March
2011
•  Turf
Fair
2011
 •  Retail
Product
Roll‐out
•  Website
Redesign
6‐month
 •  2
In‐store
Retail
Events
 Evalua3on
 •  Turf
Fair
2011
Evalua3on
•  Prepara3on
for
Retail
Event
 –  Par3cipant
Comment
Cards
 Tour
 –  AQendance
Numbers
&
 Demographics
 •  Design
of
Professional
 Fer3lizer
Direct
Mail
Pieces

  18. 18. Program
Timeline
 April
2011
 May
2011
•  3
In‐Store
Events
 •  12‐month
PR
Campaign
•  Finaliza3on
and
Prin3ng
of
 Evalua3on
 Professional
Fer3lizer
Direct
 –  Examina3on
of
Website
 Mail
Pieces
 Traffic,
Adver3sement
 Impressions,
Event
Success
 •  Professional
Fer3lizer
Direct
 Mail
Roll‐out


  19. 19. Evalua3on
•  Scheduled
evalua3ons
in
3meline
•  Monitoring
of
Website
Traffic
and
Calls
 received
through
Call
Center
•  Analysis
of
Evalua3ons
done
by
par3cipants
of
 special
events
•  Monitoring
of
sales
numbers
before,
during,
 and
aner
campaign

  20. 20. Budget
•  Website
Re‐design:
$5,000
•  Adver3sing:
$2,500
•  Direct
Mail:
$2,500‐$5,000
•  Small
Special
Event
Tour:
$1,500
•  Staffing:
$14,000
•  Turf
Fair:
$30,000‐$40,000
 
 

 
 
 
 
 
 
 
Total:
$55,500‐$68,000

  21. 21. Ques3ons?


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Second of three presentations done for advanced Public Relations course. Served as introduction to overall public relations plan proposed for the client. Client: Spring Valley Turf Products

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