The document is a public relations proposal submitted by Mira J. to her client Anne Lange for her new business Simply Pie. The proposal includes a situation analysis of the business, its customers, and challenges in building awareness. Mira will recommend tactics to increase awareness, acceptance, and purchase behavior among potential customers. These recommendations will include objectives, messaging, branding, and a schedule of proposed tactics for evaluation.

1.
I
am
submitting
the
attached
Public
Relation
Proposal
for
the
Simply
Pie
campaign,
to
Anne
Lange,
as
promised.
Simply
Pie
is
a
new
business
with
no
customer
base.
Therefore,
the
aim
of
this
plan
is
to
achieve
awareness,
acceptance,
and
behavior
among
the
potential
publics.
This
PR
proposal
includes
a
situation
analysis
of
the
overall
situation,
the
organization,
the
publics,
and
the
problem
and
consequences.
I
will
later
recommend
a
strategy,
which
includes
our
objectives,
key
messages
and
branding
suggestions.
The
proposal
will
end
with
tactics
to
be
used
to
help
achieve
awareness,
acceptance,
and
behavior.
A
schedule
for
these
tactics
will
also
be
presented,
and
finally,
the
evaluation
strategy.
There
has
not
been
a
specified
budget
yet.
However,
once
the
client
agrees
upon
the
tactics,
a
budget
will
be
drawn
up
for
each
phase
of
the
campaign.
Please
refer
to
the
next
page
for
an
executive
summary
of
this
plan.
I
am
looking
forward
to
presenting
this
plan
to
Anne
Lange
this
Sunday,
at
10:00
am.
Thank
you
for
considering
MJ’s
Public
Relations
Agency
for
your
company,
we
are
looking
forward
to
working
with
you.
Mira
J.
_________________________________

2. 2
TABLE
OF
CONTENTS
Section
Page
I.
Executive
Summary
3
II.
Situation
Analysis
4-­‐11
- Analyzing
the
Situation
4
o Client
Research
4
- Analyzing
the
Organization
4-­‐9
o Internal
Environment
4-­‐5
o External
Environment
5-­‐9
- Analyzing
the
Publics
9-­‐11
o Key
Publics
9
o Survey
Results
9-­‐11
- Problem
and
Consequences
11
III.
Recommendations
11-­‐19
- Strategy
11-­‐14
o Communication
Objectives
11
o Message
Strategy/Key
messages
12-­‐13
o Branding
13-­‐14
o The
Story
13-­‐14
o Possible
Slogans
14
- Tactics
14-­‐20
o Phase
1-­‐
Awareness
14-­‐16
o
Social
Media
Network
14-­‐16
o
Special
Events
16
o Phase
2-­‐
Awareness
and
Acceptance
16
o Open
House
16
o Media
relations
16
o Flyers
16
o Phase
3-­‐
Behaviour
o Press
Kit
17
o Talk
Show
17
o Outdoor
Advertising
17
o Radio
Advertising
17
- Schedule
18
- Evaluation
Plan
19
IV.
References
20
V.
Appendix
21-­‐24

3. 3
I.
Executive
Summary
The
Problem:
Simply
pie
is
a
completely
new
company,
which
means
there
is
no
customer
base,
and
a
lack
of
awareness.
A
large
amount
of
the
target
public
also
view
Anne’s
pastries
as
poorly
presented,
and
prefer
fancier
and
cleaner
pastries.
Program
Goal:
our
ultimate
goal
is
to
raise
awareness
of
our
products
among
the
public,
change
their
attitudes
towards
not-­‐so-­‐perfect
pastries,
and
to
encourage
the
public
to
get
involved
and
buy
Simply
Pie’s
products.
We
aim
to
gain
awareness
and
acceptance
from
our
target
audiences,
making
Simply
Pie
the
newest
pastry
shop
in
town
to
watch
out
for.
Target
Audience:
Our
key
publics
include
mothers,
fathers,
housewives,
external
family
members,
western
expats,
the
working
community,
and
students
of
all
nationalities.
Audience
objectives:
We
expect
our
audiences
to
spread
the
word
of
the
new
business,
and
to
create
a
Buzz
all
over
Abu
Dhabi.
We
also
expect
Simply
Pie
to
be
the
new
trending
topic
on
the
most
popular
social
media
networks
such
as
Twitter,
Instagram
and
Facbook.
Our
last
objective
is
to
gain
the
acceptance
of
opinion
leaders,
who
will
encourage
others
to
follow
in
their
footsteps
and
start
considering
Simply
Pie’s
products.
Major
Strategy:
Our
biggest
strategy
is
to
use
the
most
effective
form
of
advertising
known
as
“Word
of
Mouth.”
We
shall
spread
the
word
through
social
media
networks,
set
up
booths
in
schools,
universities
and
public
bake
sales,
send
out
flyers,
have
an
open
house
to
encourage
people
to
talk
about
it,
encourage
food
reviews
in
magazines
and
newspapers,
send
out
news
releases,
visit
talk
shows,
and
use
outdoor
as
well
as
radio
advertising.
Evaluation
Plans:
we
plan
to
evaluate
the
effectiveness
of
our
campaign
on
awareness
by
using
surveys
to
be
given
out
to
our
direct
customers,
which
will
ask
about
how
they
heard
about
us.
We
will
also
use
online
surveys
through
the
media,
which
will
ask
our
followers
how
they
heard
about
us,
and
what
their
attitude
towards
Simply
Pie
is.
After
9
months,
we
plan
on
surveying
students
in
schools
and
universities
to
measure
the
overall
progress
of
our
campaign,
and
to
measure
the
percentage
of
awareness
we
had
gained.
The
final
tool
we
will
use
is
to
check
our
campaign’s
output
in
all
media
in
Abu
Dhabi
and
other
cities
in
UAE.
This
will
include
publications
and
mentioning’s
of
Simply
Pie.
It
will
allow
us
to
measure
if
we
have
had
an
effect
on
gaining
acceptance
among
our
potential
public.

4. 4
II.
Situation
Analysis-­‐
Analyzing
the
Situation
Client
research:
Simply
Pie
The
beginning:
Anne
Lange’s
grandmother
loved
to
bake,
and
had
her
own
recipes
of
Belgian
pastries
that
she
loved
to
share
with
everyone.
Anne
also
has
the
talent
and
love
for
baking.
When
she
was
at
a
family
gathering
in
Europe,
her
cousin
approached
her
and
mentioned
how
it
would
be
a
good
idea
to
open
a
bakery
in
honor
of
her
grandmother
who
passed
away.
This
was
the
first
step
to
how
Anne’s
idea
came
about.
Anne
Lange,
who
also
bakes
all
the
products,
owns
Simply
Pie.
She
is
a
professional
chef
and
has
worked
in
various
places.
She
took
classes
to
improve
her
culinary
skills
and
has
had
experience
of
being
a
chef
in
the
US
for
ten
years,
and
in
London
for
one
year.
Her
vision
is
to
have
a
cozy,
homey,
and
sophisticated
place,
where
people
can
buy
freshly
baked
pastries
that
are
all
natural
and
have
a
home
baked
feel
behind
it.
Anne
Lange
wants
to
start
her
own
pastry
business,
where
she
can
sell
pastries
that
are
baked
in
her
own
home.
They
will
be
sold
directly
from
her
home
to
others,
and
plans
to
expand
and
have
a
shop
within
a
year.
Situation
Analysis-­‐
Analyzing
the
organization
Internal
Environment
Mission
&
Vision
Mission:
To
take
the
UAE
by
storm,
by
tantalizing
the
taste
buds
with
extraordinary
culinary
delights
and
being
the
first
choice
for
everyone
who
loves
homemade
desserts.
Vision:
Our
vision
is
to
become
a
household
name
for
the
freshest,
tastiest,
mouth-­‐watering
pastries
in
Abu
Dhabi,
served
with
care
and
richness
from
the
heart
of
our
home
to
yours

5. 5
Products:
All
her
products
are
made
from
scratch
with
natural
flavors.
Her
products
include
pies,
tarts,
scones
and
muffins;
which
are
all
recipes
from
her
grandmother.
Staffing:
She
will
be
baking
on
her
own,
and
does
not
plan
on
adding
any
staff
until
she
expands
to
having
a
shop.
Resources:
She
uses
all
natural
ingredients,
which
can
be
bought
at
various
places
in
Abu
Dhabi.
This
means
that
her
business
will
not
depend
on
only
one
place.
Services:
All
her
products
can
be
ordered
through
email
or
over
the
phone.
The
customers
can
then
pick
it
up
or
ask
for
it
to
be
delivered.
Budget:
yet
to
be
decided
Possible
locations
to
open
bakery:
Khalifa
Park,
Corniche,
Khalidya
Area
External
Environment
There
are
a
total
of
26
competitors
that
can
compete
with
Simply
Pie.
Seventeen
of
which
are
indirect,
and
nine
that
are
direct.
The
majority
of
the
indirect
competitors
focus
on
cakes,
chocolates,
and
manufactured
products,
while
the
direct
focus
on
freshly
baked,
hand
made
pastries.
There
are
three
important
indirect
competitors,
and
ten
direct
competitors,
who
she
needs
to
keep
an
eye
on.
Indirect
competitors:
Mr.
Baker:
This
bakery
focuses
on
event
cakes
such
as
birthdays,
weddings,
promotions,
etc.
They
create
modern
looking
cakes,
and
also
allow
their
customers
to
customize
their
own.
Mr.
Baker’s
prices
are
affordable
by
the
general
public,
and
are
very
well
known
around
the
UAE.
Location:
Hamdan,
Airport
Road
Client
Advantage:
Anne
is
more
pastry
focused
and
has
a
completely
different
feel
of
products.
Her
products
have
a
home-­‐made
look,
while
Mr.
Baker
have
a
manufactured
look.
Le
Café:
this
place
focuses
on
fancy
pastries
to
enjoy
with
high
tea.
It
has
a
very
elegant,
classy,
and
luxurious
feel.
Their
prices
are
quite
high,
which
targets
mostly
the
upper
class
and
tourists.
Location:
Emirates
palace.

6. 6
Client
Advantages:
Le
Café
is
not
a
place
for
everyone,
and
does
not
have
delivery.
Anne’s
pastries
are
not
cookie
cutter
perfect.
Le
Pont:
a
French
company
that
specializes
in
customized
cakes,
cupcakes,
and
cookies.
Their
prices
are
slightly
high,
but
target
the
general
public.
Location:
Khalidya
Client
advantages:
Simply
Pie
has
a
variety
of
pastries
and
does
not
focus
on
artistic
designs.
Direct
Competitors:
Shakespeare
and
Co.:
This
restaurant
is
a
cozy
place
with
a
“chic
ambiance
reminiscent
of
Victorian
elegance.”
It
has
a
variety
of
gourmet
meals,
chocolates,
croissants,
cake,
and
ice
cream.
Their
prices
are
a
bit
high
to
the
general
public.
They
have
14
restaurants
over
the
UAE,
and
have
established
Shakespeare
and
Co.
Floral
Creations,
Shakespeare
and
Co.
Pâtisserie,
Shakespeare
and
Co.
Catering,
and
Shakespeare
and
Co.
Chocolates.
Location:
Central
Market
Client
advantages:
while
they
focus
on
an
elegant
Victorian
ambiance,
Simply
Pie
is
heading
in
the
opposite
direction
of
a
sweet,
homey
feel.
Miss
J
Café:
this
is
one
of
the
most
popular
coffee
shops
in
Abu
Dhabi,
as
they
have
all-­‐day
breakfast,
lunch
and
dinner.
They
also
provide
high
quality
pastries,
but
mainly
focus
on
cakes.
They
have
a
delivery
service,
and
allow
their
customers
to
order.
They
have
no
specific
theme,
and
their
prices
are
affordable
to
the
general
public.
Location:
Khalidya
Client
advantages:
themed
and
focused
Maison
Sucre:
This
American/French
bakery
has
been
awarded
the
best
dessert
and
bakery
in
the
UAE.
They
focus
on
cupcakes,
cakes,
pies,
and
other
desserts.
Their
gourmet
products
are
handcrafted,
and
they
put
time
and
effort
into
decorating
their
desserts.
Their
prices
are
neutral
and
they
target
the
general
public.
Location:
Khalidya

7. 7
Client
advantages:
her
products
have
a
real
feel
and
the
desserts
are
not
overly
fancy
which
makes
them
light
and
not
killed
with
toppings.
Café
de
la
Paix:
This
French
bakery
imports
their
ingredients
from
France
and
always
has
fresh
products
made
from
traditional
French
recipes.
Their
dessert
menu
has
over
2000
options,
and
they
have
catered
for
a
number
of
Royal
families.
Although
they
have
a
large
selection
of
desserts,
they
focus
on
Bistro
food,
bread,
and
pastries.
Location:
Marina,
Wahda
mall,
Khalidya
Client
Advantage:
with
our
client
her
customers
can
call
and
order,
knowing
that
it
is
completely
fresh
and
made
just
for
them.
La
Brioche:
this
is
a
French
that
has
a
fresh/home
made
feel
to
it.
They
provide
a
range
of
cakes
and
tarts,
but
also
have
croissants,
Danishes,
muffins,
and
brioche.
Their
prices
are
aimed
at
the
middle
class,
and
are
often
called
up
for
catering.
Location:
Najda
and
Khalidya
Client
Advantage:
PIES!
Le
Pain
Quotidien:
This
Belgian
restaurant
use
only
organic
food,
and
provide
tarts,
bread,
soups,
salads,
side
dishes,
sandwiches,
and
different
beverages.
Their
prices
are
aimed
at
the
middle
class,
and
they
also
provide
catering.
Location:
Al
Salam
Street
Client
Advantage:
PIES!
Flavors
World:
this
is
an
Emirati
based
company,
which
provides
a
range
of
international
food
including
snacks
and
desserts.
They
target
the
youth,
and
are
used
as
a
source
for
catering.
Their
prices
are
quite
high,
but
their
quality
is
not
up
to
par.
They
do
not
have
a
location,
as
they
are
a
company
that
you
call
and
order
for
delivery.
Client’s
Advantage:
Natural
Ingredients
Jones
the
Grocer:
this
Danish
shop
provides
gourmet
food
from
around
the
world.
Their
products
are
of
a
wide
variety
starting
from
luxury
chocolates,
to
crackers,
to
pasta,
and
even
tea
leaves.
Their
prices
are
quite
high
end,
due
to
their
organic
ingredients.
Location:
Al
Mamoura,
Khalidya,
Sowah
Square
Client’s
Advantage:
Delivery
Service,
and
affordable
prices.

8. 8
Tarts:
this
is
a
new
business
in
the
UAE,
which
provide
manufactured
tarts,
cakes
and
brownies.
Their
prices
are
affordable,
and
target
the
general
public.
Location:
Al
Souq
Client’s
Advantage:
homemade
pastries
and+
pies
Abela
and
Co.:
this
is
a
food
service
management
company,
which
has
a
number
of
different
cafés
under
its
name.
The
three
direct
competitors
with
Simply
Pie
are
Rosmarino,
Bean
There,
and
Fresh
4
you.
They
all
have
quick
and
grab
it
type
of
pastries,
which
have
a
natural
home-­‐made
feel.
Location:
Khalidya
Client’s
Advantage:
Enriched
ingredients
and
flavor.
Location
Looking
at
Appendix
1,
the
majority
of
Simply
Pie’s
competitors
are
located
inside
the
city.
Therefore,
it
is
a
good
idea
for
Anne
to
open
her
shop
on
the
outskirts
of
Abu
Dhabi
next
to
Khalifa
Park.
SWOT-­‐
After
studying
our
competitors,
here
is
a
list
of
Simply
Pie’s
strengths,
weaknesses,
opportunities,
and
threats,
in
comparison
to
its
competitors.
Strengths:
Simply
Pie’s
biggest
strengths
are
the
fact
that
it
focuses
on
quality
over
quantity,
the
products
are
all
made
with
natural,
fresh
ingredients,
it
has
a
homey
feel,
reachable
prices,
and
provides
delivery
service.
Weaknesses:
its
biggest
weakness
is
that
it
is
new
to
the
market,
meaning
it
does
not
have
any
solid
base
of
customers.
The
products
may
be
seen
as
not
fancy,
in
comparison
to
the
competitors.
However,
its
homemade,
not-­‐so-­‐perfect
look
can
also
be
a
unique
strength.
Opportunities:
Since
Anne’s
pastries
are
new
to
the
market,
she
has
a
good
number
of
opportunities
for
her
business.
She
specializes
in
something
new,
her
pastries
are
a
healthier
choice,
meaning
she
can
target
people
who
are
more
health
conscious,
but
want
something
sweet.
Her
pastries
allow
parents
to
get
nutrients
into
their
child-­‐
such
as
cheese
muffins.
She
can
get
involved
in
cross
marketing
with
hotels.
She
has
the
potential
to
expand
into
a
café.
Her
pastries
are
not
target
oriented,
meaning
she
has
a
large
target
market
area.
Finally,
she
can
expand
her
business
to
more
than
one
branch
around
the
UAE.
Threats:
Simply
Pie’s
biggest
threat
is
that
competitors
can
launch
the
same
product
and
strategy.
They
also
have
a
strong
customer
base,
which
can
take
away
from
Simply
Pie.
Another
threat
would
be
that
some
of
her
target
market
who
may
be
opinion
leaders
may
not
like
the
product’
presentation,
which
can

9. 9
have
an
effect
on
Simply
Pie’s
over
all
image.
Since
the
products
are
made
from
scratch
with
natural
flavors,
another
big
threat
would
be
the
inability
to
find
natural
ingredients,
meaning
certain
products
would
not
be
able
to
be
offered
for
a
specific
time.
Situation
Analysis-­‐
Analyzing
the
publics
She
would
like
to
target
families
and
children
of
all
nationalities,
and
wants
to
share
her
grandmothers’
creations
with
the
public.
Key
Publics
1. Mothers
(all
nationalities):
women
who
want
to
get
nutrients
into
their
children,
or
allow
their
child
to
enjoy
a
treat
without
worrying
about
additives.
2. Fathers
(all
nationalities):
men
who
want
to
provide
a
treat
for
their
family
that
they
can
all
enjoy.
Giving
his
wife
a
break
from
cooking
and
allowing
the
whole
family
to
sit
down,
relax,
and
enjoy
each
others
company.
3. Housewives
(all
nationalities):
women
who
need
a
break!
They
have
so
much
to
worry
about
that
baking
a
dessert
for
the
family
is
the
last
thing
on
their
mind.
4. Western
expats:
working
females
and
males
who
moved
to
Abu
Dhabi
and
now
want
a
taste
of
home.
5. Students
(all
nationalities):
students
who
want
something
to
enjoy
either
at
gatherings,
or
when
they
are
trying
to
study.
Simply
Pie
can
deliver
to
their
homes,
schools,
or
even
universities,
allowing
all
students
to
share
a
treat
with
their
friends
and
teachers.
Survey
Analysis-­‐
a
survey
was
sent
out
to
have
a
greater
understanding
of
the
target
public,
their
knowledge
about
pastries,
their
eating
behaviors,
and
their
likes
or
dislikes
about
bakeries
and
pastries
in
general.
Appendix
2.
shows
that
the
majority
of
participants
believe
that
whether
a
pastry
is
healthy
or
not
heavily
depends
on
the
ingredients.
A
good
communication
strategy
would
be
to
emphasize
the
“all
natural”
of
Anne’s
pastries.
Looking
at
the
results
in
Appendix
3,
the
most
preferred
choice
of
pastries
are
tarts,
cheesecakes,
and
muffins.
This
can
help
Anne
when
she
sets
up
her
booth,
as
we
now
know
what
she
will
need
most
of
to
attract
people
to
her
booth.
Once
she
has
their
attention,
she
can
introduce
her
pies
and
latest
additions.
Although
we
thought
that
the
most
important
factor
was
looks,
the
results
in
Appendix
4
shows
that
the
taste
factor
surpasses
it.
However,
not
far
behind
are
look
and
smell.
There
is
no
doubt
that
Anne’s
pastries
have
the
taste
factor,
however,
looking
at
the
results
of
the
pictures,
the
majority
chose
the
Google

10. 10
images
over
Anne’s
pastries.
We
can
see
that
she
needs
to
take
the
presentation
into
consideration.
Although
the
results
in
Appendix
5
revolve
around
a
business
decision,
it
is
still
an
important
factor
to
take
into
consideration.
The
most
important
factors
that
people
consider
when
choosing
a
bakery
are
hygiene,
and
quality
of
service.
When
Anne
opens
her
bakery,
she
needs
to
put
effort
into
hiring
staff
that
are
polite,
friendly
faced,
and
clean.
This
may
help
in
giving
her
an
advantage
over
her
competitors.
Appendix
6
shows
that
the
majority
of
people
do
not
consider
pastries
as
a
main
meal.
Therefore,
we
can
communicate
in
our
advertising
that
it
is
a
dessert,
and
something
light
for
the
tummy
to
enjoy
after
a
heavy
meal.
We
can
see
in
Appendix
7
that
the
most
common
reason
behind
ordering
pastries
are
for
family
gatherings,
and
parties.
This
shall
help
with
the
advertising,
as
we
now
know
that
we
can
show
Anne’s
pastries
as
a
bonding
experience.
Appendix
8
shows
that
the
majority
of
participants
do
not
have
a
specific
time
for
when
they
crave
a
pastry.
As
a
result,
we
can
either
start
associating
Anne’s
pastries
for
specific
times,
which
will
be
something
“new”
and
“different,”
or
communicate
that
Anne’s
pastries
are
something
to
enjoy
at
any
time,
and
any
place.
Looking
at
the
results
in
Appendix
9,
we
can
tell
that
the
majority
of
our
participants
go
to
a
bakery
in
the
mornings.
Therefore,
our
advertising
should
be
bright
and
fresh,
which
will
give
our
audience
a
morning
feel.
It’s
obvious
from
the
results,
in
Appendix
10,
that
the
majority
prefers
handmade
pastries.
This
works
in
Anne’s
favor.
However,
the
picture
results
say
otherwise.
People
may
like
a
handmade
pastry,
but
they
also
like
a
good
presentation.
It
is
not
a
good
idea
to
include
the
prices
on
Anne’s
advertising.
However,
we
may
be
able
to
advertise
that
it
has
quality
and
taste
at
an
affordable
price.
Anne’s
prices
are
what
the
majority
would
be
willing
to
pay,
so
she
does
not
need
to
worry
about
this
part
(refer
to
Appendix
11).
In
conclusion,
we
now
know
that
it’s
important
to
include
in
our
key
messages
that
Anne’s
pastries
are
all
natural,
rich
in
taste,
and
handmade.
However,
the
ways
her
pastries
are
presented
and
photographed
have
a
huge
impact
on
people’s
choice.
We
also
found
that
we
should
present
her
pastries
as
a
dessert,
and
an
experience,
as
pastries
are
most
preferred
during
gatherings.
We
should
avoid
dark
colours,
and
stick
to
the
fresh,
sunny,
and
bright
feel.

11. 11
Looking
at
the
final
results
in
Appendix
12,
only
8.11%
are
not
willing
to
buy
handmade
Belgian
pastries
that
are
baked
with
all
natural
ingredients
on
a
monthly
basis.
The
rest
are
either
willing
or
undecided.
This
means
that
if
we
do
it
right,
Anne’s
business
will
be
a
success.
Problem
and
Consequences
The
biggest
problem
is
the
lack
of
awareness
of
Anne’s
pastries.
Our
second
problem
is
that
we
need
to
change
attitudes
towards
pastries
that
are
not
fancy,
to
encourage
people
to
try
her
products.
If
these
problems
are
not
addressed,
Simply
Pie
will
not
be
a
success
and
barely
cover
their
costs.
With
our
campaign,
we
aim
to
gain
awareness
and
acceptance
from
our
target
audiences,
making
Simply
Pie
the
newest
pastry
shop
in
town
to
watch
out
for.
III.
Strategic
Recommendations
Communication
objectives
Objectives
for
all
target
audiences
1. To
create
a
brand
awareness
among
90%
of
customers
about
her
natural
homemade
desserts
within
9
months
2. To
create
a
positive
attitude
towards
her
natural
homemade
desserts
among
90%
of
customers
within
the
next
year
Objectives
for
specific
target
audience
1. Mothers:
To
have
an
effect
on
the
awareness
of
the
natural
ingredients
used
for
Anne’s
pastries,
amongst
70%
of
middle
class
mothers
in
Abu
Dhabi;
specifically
in
gaining
their
trust.
2. Students
in
Universities
and
Schools:
• To
have
an
effect
on
awareness
of
Anne’s
natural
homemade
pastries;
specifically
among
university
students
in
Abu
Dhabi,
to
gain
their
interest
within
6
months.
• To
have
an
effect
on
the
acceptance
for
natural,
handmade
pastries
amongst
university
students
in
Abu
Dhabi,
specifically
to
increase
their
interest
in
taste
over
looks.
3. Western
Expatriate
Community
To
have
an
effect
on
the
awareness
amongst
60%
of
Westerners
in
Abu
Dhabi;
by
conveying
the
feeling
of
home
away
from
home
through
Anne’s
homemade
pastries.

12. 12
Message
Strategy/Key
Messages
There
are
a
total
of
five
different
key
messages
to
be
used
through
all
forms
of
communications.
However,
four
of
the
key
messages
are
specific
to
certain
target
groups,
to
guaranty
us
reaching
our
objectives.
1. A
pastry
that
doesn’t
need
artificial
additions
to
stand
out;
it’s
ingredients
speak
for
itself.
• Target
audience:
General
Public
Claim:
Its
taste
speaks
for
itself
Fact:
Anne’s
pastries
are
enriched
with
flavor
grinded
from
nature’s
ground.
Its
all-­‐natural
ingredients
are
so
intense
that
it
does
not
need
additives
to
satisfy
a
customer’s
sweet
tooth.
Example:
The
people
who
tried
Simply
Pie
describe
them
as
delicious,
light
and
they
wanted
more.
They
said
that
they
are
able
to
taste
every
part
of
the
pastry,
without
it
being
too
heavy
on
their
stomach.
2. The
healthier
choice
of
a
mouth
watering,
all
natural,
heart
warming
pastry.
• Target
audience:
Students,
Parents
&
Expats.
Claim:
Anne’s
pastries
are
the
healthier
pastry
choice
Fact:
Anne’s
homemade
pastries
are
made
with
all
natural
ingredients.
Parents,
who
do
not
allow
their
children
to
eat
additives,
can
trust
Anne’s
pastries
to
be
a
healthier
treat
for
them.
Example:
We
asked
a
lady
how
she
would
feel
if
she
ordered
pastries
for
her
children
that
are
made
with
all
natural
ingredients.
She
said
it
makes
her
happy
to
know
that
she
can
order
something
sweet
for
her
child
without
worrying
about
additives
3. A
sweet
treat
the
whole
family
can
agree
upon.
• Target
audience:
Parents
&
Family
Members
Claim:
We
bring
your
family
together
Fact:
When
your
family
is
getting
ready
for
a
meal,
you
wait
around
the
table
to
fill
up
your
plate.
With
Anne’s
pastries,
everyone
wants
to
make
sure
they
get
their
piece.
Example:
Just
knowing
that
my
mum
ordered
from
Anne’s
pastries,
we
gather
around
the
table
before
it
even
arrives.
Anne’s
pastry
gathers
everyone
in
the
house
around
a
sweet
dish.

13. 13
4. A
tasty
accessory
you
can’t
shine
without.
• Target
Audience:
Students,
Young
Adults
&
Trend
followers
and
setters
Claim:
Anne’s
pastries
is
the
new
edible
trend
Fact:
Anne’s
Pastries
will
be
the
new
buzz
around
universities
in
town.
It’s
a
brand
that
opinion
leaders
will
introduce
to
their
friends,
which
will
makes
them
part
of
the
“it”
crowd.
Example:
A
group
of
girls
were
sitting
and
talking
about
Anne’s
pastries.
When
I
asked
what
it
was,
they
said
I
was
living
under
a
rock.
5. A
piece
of
home
wrapped
in
its
crust.
• Target
audience:
Expats
Claim:
We
bring
a
piece
of
home
to
you
Fact:
Recipes
originated
from
a
western
background
Example:
“Tastes
like
Home”
Branding
Strategy
The
Story
Every
brand
needs
a
personality,
a
character,
and
a
history
or
story
that
people
can
connect
with.
To
achieve
this
with
our
audience,
we
shall
use
Anne’s
story
to
connect
with
the
public.
We
can
write
up
a
biography
of
the
grandma’s
love
of
pastry
and
baking,
turning
to
when
her
grandma
passed
away.
Mention
that
Simply
Pie
is
a
family
business
that
keeps
Grandma
alive
through
her
recipes.
Anne
felt
her
grandma’s
talent
and
passion
should
be
shared
with
the
world,
and
that’s
how
Simply
Pie
was
born.
This
story
can
be
shared
in
the
menu,
and
can
also
be
told
on
talk
shows
(After
the
shop
is
open).
Since
the
pastries
are
all
natural
ingredients,
meaning
some
of
the
products
will
be
seasonal,
we
can
add
a
story
to
each
product.
What’s
behind
the
lemon
pie?
What
does
it
taste
like?
What
will
it
satisfy?
When
is
a
lemon
pie
most
delightful?
Etc.
This
will
add
richness
to
each
product,
giving
the
customers
a
sense
of
a
story
that
they
are
now
part
of.
Another
strategy
we
can
use
is
adding
a
character
to
Simply
Pie.
Who
doesn’t
know
or
love
a
character
like
Tony
the
Tiger,
Energizer
bunny,
Pillsburry
doughboy,
and
all
these
other

14. 14
characters.
Adding
a
character
to
Simply
Pie
will
make
it
family
friendly,
and
also
can
be
recognized
anywhere.
Possible
Slogans
1. “Simply
Pie,
Simply
Delicious!”
This
slogan
is
simple
and
to
the
point,
but
also
has
a
playful
side
to
it.
It
can
also
turn
into
a
catch
phrase
that
the
Simply
Pie
character
can
say
after
every
pastry.
2. “A
taste
of
Europe/Belgium”
Can
be
used
regardless
of
audience,
as
it
can
be
perceived
in
different
ways.
For
example:
• University
students
always
want
to
travel
and
will
view
the
slogan
as
a
piece
of
something
from
abroad
that
will
make
them
feel
like
they
left
Abu
Dhabi’s
grounds.
• Western
Mothers
want
a
piece
of
home,
and
this
slogan
may
catch
their
interest.
• Other
Mothers
want
something
new
for
their
family
enjoy.
This
slogan
can
grab
their
attention
and
interest
in
providing
a
change
in
their
family.
Tactics
Phase1-­‐
Awareness
To
start
off,
we
need
to
encourage
word
of
mouth,
and
to
create
a
buzz
about
the
new
business.
Start
off
by
using
Social
Media,
then
start
visiting
schools,
universities,
and
public
bake
sales
to
promote
the
products.
1. Social
Media
Networks
such
as
Twitter,
Instagram,
BBM,
Facebook,
Blogs,
WhatsApp,
and
a
website
can
be
used
by
Anne
for
her
to
be
able
to
connect
with
her
customers
on
a
personal
level.
However,
the
advantage
may
be
that
it
is
free
and
effective,
but
if
it
is
not
kept
active,
Anne
risks
losing
a
lot
of
followers.
Therefore
I
recommend
that
she
uses
only
two
or
three,
to
be
able
to
keep
them
updated.
Here
is
a
list
of
the
different
social
networks,
and
what
they
can
be
used
for.
• Twitter-­‐
useful
in
targeting
the
youth
(Especially
Emiratis):
This
specific
tool
only
allows
you
to
type
140
characters
at
a
time,
meaning
she
cannot
give

15. 15
details.
However,
she
is
able
to
follow
a
large
number
of
people,
allowing
them
to
follow
her
back.
Twitter
can
be
used
to
give
a
basic
description
of
what
Simply
Pie
is,
and
to
post
updates
or
answer
any
enquiries.
• Instagram:
also
useful
in
targeting
the
youth.
This
specific
network
is
more
picture-­‐based,
and
is
a
useful
tool
for
uploading
well
shot
images
of
her
products,
or
announcing
new
additions.
It
can
also
be
used
as
a
gallery
for
people
to
look
at
what
she
has
on
the
menu
to
be
able
to
order
what
they
want.
• Facebook:
this
specific
network
seems
to
be
most
popular
among
European
mothers.
It
can
be
used
to
upload
pictures,
take
orders
and
answer
enquiries.
It
allows
much
more
space
for
different
activities.
• Whatsapp
&
BBM:
they
are
both
very
similar
applications.
Whatsapp
is
mostly
for
Iphone
users,
while
BBM
is
for
blackberry
users.
A
broadcast
can
be
sent
once
in
a
while
to
spread
the
message
as
well
as
pictures
for
people
to
order.
She
can
also
have
a
special
pin
where
people
can
add
her,
and
she
takes
orders
from
this
specific
account.
• Blog
within
Website:
instead
of
having
only
a
Website
or
only
a
blog.
It
is
possible
to
have
a
Website
that
will
make
the
business
more
official
and
legit,
and
then
add
in
a
Blog
page,
where
Simply
Pie
can
post
pictures
of
the
latest
additions,
describe
the
different
pastries,
and
have
an
informal
communication
with
her
customers.

16. 16
2. Special
events
in
schools,
universities,
and
public
bake
sales
can
be
great
opportunities
to
reach
the
majority
of
the
target
public.
An
attractive
and
recognizable
portable
booth
should
be
built.
As
it
can
be
taken
everywhere
she
goes,
allowing
her
business
to
be
consistent
and
easily
recognized.
Students
in
schools
can
take
samples
homes,
which
would
reach
parents
that
are
not
on
social
networks.
In
addition,
universities
are
a
great
way
to
get
to
students,
who
will
then
introduce
it
to
their
families
as
well.
University
students
will
also
be
aware
of
the
business,
where
they
will
ask
for
Simply
Pie’s
contact
number,
and
eventually
start
ordering.
A
public
bake
sale
in
places
such
as
Khalifa
Park
is
also
a
great
opportunity
to
check
out
her
competition,
and
to
compete
with
them.
It
will
also
allow
Anne
to
showcase
her
products
and
reach
people
who
are
interested
in
pastries.
Phase2-­‐
Awareness
and
Acceptance
1. Once
Simply
Pie
has
a
strong
client
base,
the
next
tactic
to
use
would
be
an
open
house.
She
can
post
an
announcement
on
the
different
social
media
networks,
stating
that
she
will
organize
an
open
house,
where
samples
of
her
products
can
be
tasted
(for
free),
but
there
will
be
a
live
chat
where
people
will
have
to
take
a
picture
of
what
they
have
eaten,
and
then
comment
on
it.
• This
will
encourage
more
people
to
tweet
about
Simply
Pie,
gaining
even
more
potential
customers.
It’s
important
to
have
a
good
base
of
people
following,
to
allow
trust
that
she
is
a
serious
businesswoman,
and
not
a
fluke
• Anne
can
also
encourage
food
critics
for
different
magazines
to
come
and
try
her
products.
This
will
allow
news
media
to
get
involved,
and
write
about
Simply
Pie.
2. Media
relations:
taking
on
from
the
previous
point
of
food
critics,
Anne
can
also
start
sending
her
pastries
to
food
critics
which
will
allow
them
to
review
it
in
different
magazines.
• Examples
include:
Time
Out,
Ahlan
and
OK
magazines.
• This
can
be
done
before
she
has
the
shop,
as
she
can
allow
orders
by
call.
3. Flyers:
Although
these
can
be
implemented
from
Phase
1,
they
are
more
crucial
in
this
second
phase
to
allow
greater
awareness.
Flyers
can
be
put
on
people’s
cars
outside
of
malls,
offices,
schools,
and
universities.

17. 17
Phase3-­‐Behaviour!
(After
shop
opens)
Once
the
client
has
opened
her
shop,
it
will
be
time
to
consider
other
forms
of
advertising
such
as
press
kits,
talk
shows,
outdoor
advertising,
and
radio
advertising.
1. Press
kit-­‐
News
releases
can
be
sent
out
to
various
newspapers
announcing
the
opening
of
the
shop,
information
on
Anne,
and
how
it
started.
This
is
important
to
publicly
and
officially
announce
her
brand,
and
to
give
it
an
identity.
• News
releases
should
be
placed
in
newspapers
and
magazines
that
are
relevant
to
our
target
audience.
These
include
Al
Etihad,
Gulf
News,
and
The
National.
2. Talk
Show-­‐
Anne
can
promote
her
products
on
local
talk
shows,
where
she
can
tell
her
story
straight
from
her
mouth.
In
addition,
an
advantage
of
this
would
be
to
give
a
face
to
her
products.
• Since
she
is
claiming
that
her
pastries
are
of
Belgian
origin,
it
would
be
a
marketing
booster
to
the
audience
for
them
to
know
that
the
person
behind
it
is
actually
Belgian.
• Examples
of
shows
can
be
Out
and
About
and
Sabah
Al
Khair.
3. Outdoor
Advertising-­‐
the
best
type
of
outdoor
advertising
to
start
off
with
is
with
the
billboards
that
are
at
eyelevel.
The
city
of
Abu
Dhabi
has
far
too
many
buildings
for
people
to
see
billboards
at
the
top.
A
good
place
would
be
on
the
small
standup
billboards
that
are
at
the
traffic
lights.
This
will
guaranty
that
we
will
get
people’s
attention
while
they
are
waiting
for
the
traffic
light
to
change.
4. Radio
advertisement-­‐
a
large
amount
of
our
target
public
listen
to
the
radio.
Mothers,
children,
and
working
adults
usually
listen
in
the
mornings
at
around
6
or
7,
while
they
are
on
the
way
to
work
or
school,
and
again
in
afternoons
at
around
4
or
5,
while
they
are
on
their
way
home.
It
is
not
very
expensive,
and
can
help
in
raising
awareness
of
the
new
shop-­‐
stating
it’s
number
and
location.
Examples
of
radio
stations
to
consider
include:
Radio
1,
Virgin
Radio,
and
Radio
Sawa

18. 18
Schedule
Activity
January
February
March
April
May
June
Branding
• Logo
• Slogan
• Packaging
• Business
card
• Menu
• Flyers
Social
Media
• Instagram
• Twitter
• Facebook
• Blog/
Website
• Whatsapp
• BBM
Special
Event
Advertisement
(with
Website)
• Blackberry
• Twitter
• Traders
Open
House
Reviews
Press
kit/News
release
Open
Shop
Talk
Show
Outdoor
Advertisement
Radio

19. 19
Evaluation
Plan
Throughout
the
process
of
our
campaign,
we
will
use
various
tools
to
help
us
evaluate
the
effectiveness
of
our
campaign.
The
first
tool
to
use
that
will
measure
the
impact
of
our
campaign
on
awareness
is
by
asking
our
customers
to
fill
out
a
short
survey,
telling
us
how
they
heard
about
Simply
Pie.
This
survey
will
list
all
the
different
tactics
we
used,
to
see
which
ones
were
the
most
effective.
The
list
will
include:
social
network,
friends
or
family,
flyers,
outdoor
advertising,
radio
advertising,
talk
show,
newspapers
and
magazines.
After
approximately
9
months
of
putting
the
tactics
into
actions,
we
will
measure
the
progress
of
our
campaign
by
surveying
students
in
schools
as
well
as
universities
about
Simply
Pie,
and
ask
if
they
are
aware
of
the
brand.
We
will
also
send
out
online
surveys
through
social
networks,
to
ask
people
where
they
heard
about
Simply
Pie.
This
will
help
us
in
finding
whether
we
met
our
objectives
of
creating
brand
awareness.
Every
month,
we
will
check
our
campaign’s
output,
by
searching
the
media
to
find
out
how
many
publications,
reviews,
and
news
releases
were
prepared
and
actually
made
it
into
the
media.
We
will
also
look
at
how
much
airtime
we
had
on
the
radio,
and
how
many
times
Simply
Pie
was
mentioned.
This
evaluation
plan
will
help
us
in
understanding
if
we
met
our
objectives
of
having
an
effect
on
the
acceptance
of
our
target
publics,
and
if
we
created
positive
attitudes
towards
her
desserts
among
her
customers.

20. 20
IV.
References
Mr.
Baker:
http://www.misterbaker.com/
Le
café:
http://visitabudhabi.ae/en/where.to.eat/le.cafe.aspx
Le
Pont:
http://lepontcafe.com/main.asp
Shakespeare
and
Co.:
http://www.shakespeareandco.ae/
Miss
J
Café:
http://missjcafe.com/about_us.html
Maison
Sucre:
http://www.maisonsucreuae.com/
Café
de
la
Paix:
http://www.cafedelapaixabudhabi.com/
La
Brioche:
http://labriocheuae.com/company.php?id=2
Le
Pain
Quotidien:
http://www.lepainquotidien.ae/#/en_ME/about
Flavors
World:
http://www.flavors-­‐world.net/
Jones
the
Grocer:
http://www.jonesthegrocer.com/
Tarts:
http://www.tartsuae.com/contactus.html
Abela
and
Co.:
http://www.abelaandco.com/

21. 21
V.
Appendix
Appendix
1
Appendix
2
Appendix
3

22. 22
Appendix
4
Appendix
5
Appendix
6

23. 23
Appendix
7
Appendix
8
Appendix
9

24. 24
Appendix
10
Appendix
11
Appendix
12