Blue Bell Creameries - Crisis Communications Plan
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A communications plan developed for Blue Bell Creameries' recent Lysteria outbreak. Includes company information, landscape and competitor analysis and recommended strategies leveraging integrated marketing and corporate social responsibility (CSR). Co-created with Adam Scheidler.
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Blue Bell Creameries - Crisis Communications Plan
- 1. Blue Bell Ice Cream Recall Margot Smirniotopoulos and Adam Scheidler July 20th 2015
- 2. Agenda • Company overview • Industry Landscape • Situation • Communication Goal and Objectives • IMC Strategy • Social Media Strategy • CSR Strategy • Measurement
- 3. Agenda • Company overview • Industry Landscape • Situation • Communication Goal and Objectives • IMC Strategy • Social Media Strategy • CSR Strategy • Measurement Fast Facts •1907 in Brenham, Texas •23 states •$570 million in 2014 •#1 Ice Cream Company
- 4. * IBISWorld Report • Not so cool • Milk and sugar • Cherry on top Agenda • Company overview • Industry Landscape • Situation • Communication Goal and Objectives • IMC Strategy • Social Media Strategy • CSR Strategy • Measurement
- 5. Competitor: Jeni’s Splendid Ice Creams *Jenis.com • Established in 2002 • Listeria outbreak detected in April 2015 • Products back on the market late May 2015 • No layoffs • Reintroduce product flavors Agenda • Company overview • Industry Landscape • Situation • Communication Goal and Objectives • IMC Strategy • Social Media Strategy • CSR Strategy • Measurement
- 6. Where we are now? •First Listeria outbreak reported •Additional reports impending •Processes in place Where do we want to go? •Communicate next steps •Position the brand as learning from the incident Agenda • Company overview • Industry Landscape • Situation • Communication Goal and Objectives • IMC Strategy • Social Media Strategy • CSR Strategy • Measurement
- 7. Agenda • Company overview • Industry Landscape • Situation • Communication Goal and Objectives • IMC Strategy • Social Media Strategy • CSR Strategy • Measurement Goal: To rebuild consumer trust in the Blue Bell product and brand. 1. Adopt a set of crisis messages. •We are heartbroken •Customers are family •Working around the clock •We will ensure safety 2. Manage 100% of the conversation on owned-platforms. •Website •Social media •Newsletters 3. Initiate a proactive media strategy. •Frequent •Transparent •Accountable Objectives
- 8. Internal •Town Hall Meetings •Newsletters •Direct e-mails via distros External •Press Conference •Media Roundtable •Proactive engagement Agenda • Company overview • Industry Landscape • Situation • Communication Goal and Objectives • IMC Strategy • Social Media Strategy • CSR Strategy • Measurement
- 9. Agenda • Company overview • Industry Landscape • Situation • Communication Goal and Objectives • IMC Strategy • Social Media Strategy • CSR Strategy • Measurement • Relative content • Monitor online conversations • Engage consumers and critics
- 10. Becoming a Leader in Food Safety •Case studies •White papers •Forums and seminars •Partnerships •Advocacy Agenda • Company overview • Industry Landscape • Situation • Communication Goal and Objectives • IMC Strategy • Social Media Strategy • CSR Strategy • Measurement
- 11. • Internal v. External • Qualitative v. Quantitative • Baseline, mid-campaign, final Agenda • Company overview • Industry Landscape • Situation • Communication Goal and Objectives • IMC Strategy • Social Media Strategy • CSR Strategy • Measurement
- 12. SWOT STRENGTHS •Loyal, niche fan base •No previous issues with health or sanitation •Small enough organization to handle resolution quickly WEAKNESSES •Not enough capital to hold onto employees •Few dairy competitors have gone through the same crisis; no directly applicable case studies to learn from OPPORTUNITIES •Reintroduce the brand as a highly health-conscious organization, use the crisis as a learning moment •Gain new customer base as most people (outside of its fan base) will follow news about its response to the outbreak THREATS •Not enough capital to see through the resolution of the outbreak •Possibility of recontamination
Editor's Notes
- Growing health consciousness Tightening household budgets 5-YR Forecast: Steady growth.
- This Crisis Communications Plan assumes that the first report of a customer affected by Listeria has just been reported to the President of Blue Bell Ice Cream.
- Seems like a half-baked effort