Trimona Yogurt Public Relations Proposal

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TRIMONA YOGURT
Presented by
Public Relations
Proposal

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TABLE OF CONTENTS
ABOUT SPARK...
SITUATION ANALYSIS...
EXECUTIVE SUMMARY...
COMPETITOR ANALYSIS...
SWOT...
RESEARCH...
OBJECTIVES...
AUDIENCE...
STRATEGIES...
TACTICS...
BUDGET...
EVALUATION...
APPENDICES..
...3
...8
...9
...10
...13
...14
...15
...17
...19
...20
...35
...36
...37

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ABOUT THE AGENCY
Spark PR, based out of Ithaca, New York is a group of skilled, experienced PR
professionals dedicated to increasing brand awareness and B2C relationships for
brands nationwide. While all attending the Ithaca College Park School of Commu-
nications, we are all able to be innovative, creative thinkers. We pride ourselves
on our detail-oriented work ethic from beginning to end. We are truly dedicated
to the success of our clients, and are extremely appreciative of the opportunity we
have to work with Trimona.

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MEET THE TEAM
Emily Ackel is a junior Business Administration major with
a concentration in International Business. She has taken
French classes since she was in seventh grade, and would
like her career to incorporate traveling in some way. She
also has a minor in Integrated Marketing Communications.
She spent the spring of her sophomore year in London,
United Kingdom. This experience was extremely enjoyable
and helped her realize that she wants to work in the in-
ternational market in the future. Emily is an active member
of the Ballroom Dance club, Women in Communications
and American Marketing Association, in which she is a
part of the Professional Development team which helps
plan career development programs for students. Emily has
been an intern for AmpRidge since 2012 as a marketing
assistant. She helps manage many of the social media
sites such as Twitter, Facebook, and YouTube as well.
Her favorite way to eat Trimona yogurt is with honey
and berries mixed in. She would really enjoy trying
Trimona’s Quinoa Pancakes recipe.
Madison Barao is a junior at Ithaca College.
Currently pursing a degree in Business Ad-
ministration, she has a double concentra-
tion in Marketing and Management with a
minor in Integrated Marketing Communica-
tions. Madison is also Tour Guide at Ithaca
College and works as one of the Office of
Admission Assistants. She is also the current
president of IC Unbound, Ithaca College’s
largest dance company. During the spring of
2014 Madison spent the semester abroad in
London and had a marketing Internship at
Love Home Swap, an international vacation
home swapping company. Madison’s favor-
ite way to eat Trimona is with some honey
and strawberries.

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MEET THE TEAM
Olivia Berrigan is a Junior Integrated Marketing Com-
munications and Theatre Studies double major at
Ithaca College. As current Vice President of Profes-
sional Development for Ithaca College chapter of the
American Marketing Association, she just wrapped
up planning their annual Etiquette Dinner. Olivia is
also the Artistic Director of IC Players, the premiere
student-run theatre group on campus. Olivia’s fa-
vorite part about being an Ithaca College student is
having the opportunity to do what she loves every
day through her job in the Campus Center and Event
Services office as an Event & Marketing Coordinator.
In the future she would like to carry out her dream
of being a professional event planner. Olivia’s fa-
vorite ingredient to add in her yogurt is granola and
she would be delighted to try Trimona’s
Poached Eggs recipe.
Marissa Hermann is a Communications Man-
agement and Design senior with a minor in
International Business and a concentration in
Corporate Communication. She is from the town
of Saratoga Springs in Upstate New York. Last
spring, Marissa lived in London and interned
for OrientaEuro as a Business Development In-
tern. This past summer, she lived in Boston, MA
and worked at Shriners Hospital for Children as
a Marketing/ PR Assistant. She is currently a
member of the 2015 senior class cabinet and is
a Marketing Assistant at Albany Financial Group.
She enjoys blending strategic thinking and cre-
ativity to successfully increase brand awareness
and publicity. Her favorite yogurt dish is cold
yogurt soup!

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MEET THE TEAM
McKenna Petri is a sophomore Integrated Marketing
Communications major with a sport studies minor at Itha-
ca College. On campus, she serves as the secretary and
fundraising chair of Ithaca College Cheerleading. She also
works as a part of the operations staff for IC’s Campus
Center Event Services. She spent the past summer work-
ing with the New Hampshire Fisher Cats Minor League
Baseball team as an intern. Her favorite part of the intern-
ship was working with media relations during office hours
and games as well as running on-field promotions during
games. This year, she joined Varsity All-Star’s camp ad-
ministration staff to work cheerleading and dance com-
petitions around the nation and camps over the summer.
Living with a gluten-reduced diet, she enjoys fruit with her
favorite yogurt and would love to try the Quinoa
Crepe Trimona yogurt recipe.
Samantha Klie is a senior English major at Ithaca College
pursuing minors in both Integrated Marketing Communi-
cations and Writing. Samantha is a captain on the varsity
women’s basketball team on campus, recently breaking
a school record this past season as their team advanced
to the Elite Eight game of the National Tournament for the
first time in school history. Samantha is also a writing tu-
tor at the college and a member of Sigma Tau Delta, the
English Honors Society. After graduation Samantha plans
to move to South Carolina to teach High School English,
as she was recently accepted into the 2015 Teach For
America Corps. Samantha is very excited to work with
Trimona Yogurt as she is a huge fan of healthy foods and
loves to try out new recipes!

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CONTACT INFORMATION
EMILY ACKEL
> EACKEL1@ITHACA.EDU
MADISON BARAO
> MBARAO1@ITHACA.EDU
OLIVIA BERRIGAN
> OBERRIG1@ITHACA.EDU
MARISSA HERMANN
> MHERMAN1@ITHACA.EDU
SAMANTHA KLIE
> SKLIE1@ITHACA.EDU
MCKENNA PETRI
> MPETRI1@ITHACA.EDU

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SITUATION ANALYSISTrimona Yogurt is the premiere product of Trimona Foods, Inc., a company founded by Bulgarian native, Atanas Valev.
The entire company prides themselves on the ingredients present in the yogurt itself. Made in a certified organic farm-
house in New York state, the yogurt is certainly one of a kind. All of the yogurt’s milk comes from grass fed cows that
have never been treated with any sort of artificial antibiotics, hormones, or enhancers such as milk powders or starch
thickeners. It is Trimona Foods Inc.’s belief that their Trimona yogurt is unique in its completely live-culture strains as
well as whole milk from healthy cows. Free from any sort of preservatives, the perfect balance of tartness, lightness,
freshness, and aroma are what make this product so unique.
Currently, the product has a much larger presence on the East coast. It is available in 300 stores across the US in areas
such as Chicago, New York, New Jersey, Connecticut, and various others. The brand is fairly new to the market, so
it is in the process of expanding its reach to across the US to other cities and establishing a larger market out West.
Over the past few months, Trimona Yogurt has gotten quite a bit of publicity. One of its biggest accomplishments thus
far was earning a finalist spot in the Martha Stewart American Made competition for 2014. In addition, they’ve had ar-
ticles published in various industry-related blogs, magazines, and newspapers such as Dairy Foods, Food Navigator-
usa.com, and Foodandwine.com. In fact, in a recent article, Foodandwine.com even developed the phrase “Move over,
Greek yogurt, Bulgarian yogurt is on the rise.” This was in reference to its uniquely tangy, creamy taste that its creator,
Valev, takes such pride in.
With countless recipes offered on its website which incoporate the yogurt, it is no surprise that the company has been
hard at work to create brand awareness and expose the product to various markets. Their main goal is for Trimona
Yogurt to be used as a cooking ingredient. They recently took part in a demo located at Whole Foods- Columbus
Circle, Manhattan on April 4th, they were featured in a book by Kathie Swift as the “good brand of the week,” and
they’ve held a numer of sampling events in various locations from Connecticut to New York where attendees were also
given the chance to meet Mr. Valev.
At this point, we as PR firm see an enormous amount of potential and growth the Timona Yogurt’s future. It is our
mission to increase its brand awareness, especially outside of the North East, revamp the website and social media
platforms, and offer them a number of publicity tactics that will only serve to better their profits and increase the suc-
cess of the product.

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EXECUTIVE SUMMARY
Spark PR is thrilled to be able to work with Trimona Yogurt, a one-of-a-kind product straight from the heart of
Bulgaria. Atanas Valev, the company’s creator, is truly passionate about Trimona Yogurt, with a vision to show
the world the true value of yogurt, an integral part of Bulgarian culture. The story of Trimona Yogurt is a Cin-
darella Story, as Valev spent countless hours making yogurt in his kitchen. When he created the first batch of
Trimona, he knew he had discovered something special.
Trimona Yogurt is made with whole milk from grass fed cows in a certified organic farmhouse right here in New
York State. Spark PR’s main goal working with Trimona Yogurt is to educate the world on the incredibly unique
benefits of the product, which stems from the healthful process of producing it. To do so, we aim to generate
buzz about Trimona Yogurt throughout the country. Ultimately, we want to make Trimona the first choice for
health conscious consumers.
Our proposal offers many solutions to the challenges of brand expansion, including getting consumers to hear
about the product, to try it, and ultimately to fall in love with it. We’re primarily targeting all health-conscious
consumers, as we believe any individual who takes pride in their health would be thrilled to learn about the
qualities of Trimona Yogurt. We believe that this product would resonate specifically with young mothers and
athletes across the country. In order to do so, we must reach audiences nationwide, which is why another one
of our goals is to expand Trimona Yogurt to the West Coast, increasing sales locations, and ultimately increas-
ing revenue.
We would like to thank Atanas Valev for giving us the opportunity to develop a public relations proposal for
Trimona Yogurt, and for answering all of our questions along the way. We deeply appreciate all the feedback
you have given us - without which this proposal would not have been possible. Spark PR is also incredibly
grateful for your presence attending our presentation for this campaign.
Sincerely,
Spark PR

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Greek Gods is a competitor
of Trimona. Both Trimona and
Greek Gods carry a twenty-four ounce size
of yogurt. However, Greek Gods has several
other varieties of yogurt that Trimona does not
have. Greek Gods carries a small six-ounce
size of yogurt, which is better suited for on-
the-go consumption. They also carry kefir, a
lactose-free beverage, and lebni, a type of sour
cream. They also carry multiple flavors of the
snack-sized yogurt, including fig, honey, and
pomegranate, compared to Trimona which only
has plain yogurt at this moment. One six-ounce
serving of Trimona contains 100 calories and
zero grams of fat, whereas a serving of Greek
Gods contains eight grams of fat and 160 calo-
ries.
Yoplait Greek is another competitor for Trimona.
While Trimona only currently has a plain flavor,
Yoplait Greek has an impressive sixteen flavors.
Yoplait Greek also has a Greek 100 Calories line,
which also contains an impressive seventeen flavor
options. These are all only available in six-ounce
containers, except Vanilla, which is available in a
thirty-two ounce container. A serving of Yoplait
Greek yogurt is 5.25 ounces, which contains 140
calories and zero grams of fat.
COMPETITOR ANALYSIS

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Brown Cow Yogurt is another competi-
tor for Trimona. Brown Cow also carries
several varieties of yogurt. They carry a
Non-Fat yogurt line, a Non-GMO 0%
Fat Greek variety, and a Cream Top va-
riety which preserves the naturally oc-
curring sweet cream that used to exist
at the top of glass-bottled milk. Within
the Cream Top line, there are sub-va-
rieties including Smooth & Creamy and
Fruit on the Bottom. Each of these varieties includes multiple flavor
options such as Maple and Peach, and the Smooth & Creamy
variety comes in either six-ounce or thirty-two ounce contain-
ers. The Non-Fat variety also comes in the same two varieties,
Smooth & Creamy and Fruit on the Bottom. These also come in a
variety of flavors such as Vanilla and Blueberry. The Non-Fat line
is also available in six or thirty-two ounce containers. The Non-
GMO 0% Fat Greek comes in the same two varieties, Smooth &
Creamy and Fruit on the Bottom. It also comes in six and thirty-
two ounce sizes and multiple flavor varieties. A six-ounce serving
of Trimona contains eight grams of fat and 160 calories, whereas
a serving of Brown Cow yogurt contains 160 calories and seven
grams of fat. The nonfat variety, however, contains 130 calories
and zero grams of fat. The Non-GMO 0% Fat variety contains 110
calories and zero grams of fat.
COMPETITOR ANALYSIS
Maple Hill Creamery is a competitor
of Trimona. They are also an organ-
ic yogurt made from 100% grass-
fed cows. Like Trimona, they do not
strain their yogurt, nor do they add
colors or preservatives. Maple Hill
offers flavors such as lemon, maple,
orange crème and vanilla. However,
their yogurt is creamline whole milk
yogurt, and is unsuitable for individ-
uals who are lactose intolerant. 6oz
of Maple Hill Creamery Yogurt con-
tains 150 calories, 6g of protein and
14g of sugar.

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COMPETITOR ANALYSIS
Chobani, another
competitor pro-
vides a variety of
flavors and types
of yogurt. Both
Chobani and
Trimona have the
32 oz. and the 6 oz. container
options. Chobani offers fruit on
the bottom, blended, simply 100,
flip, oat, indulgent, kids and snack
cups. Trimona and Chobani both
provide the plain yogurt flavor, yet
within each of Chobani’s yogurt
categories many different flavors
are offered as well. Both yogurts
are gluten free. Chobani uses non-
fat milk from local cows for their
yogurt. Chobani is also a big sup-
porter of non-GMO fed cows and
animal welfare. Both companies
believe in supporting healthy cows.
Trimona and Chobani only use
non-GMO products when creat-
ing their yogurts. Both of the final
products are pasteurized.
Dannon Oikos is Dannon’s version
of greek yogurt, and another one of
Trimona’s competitors. During the
production of Oikos, Dannon strains
their yogurt to concentrate the sol-
ids and remove the whey. Trimona,
on the other hand, does not strain
their yogurt and keeps the whey.
Both Dannon and Trimona offer the
plain flavor of yogurt, the quart and
6 oz. size. They offer their product in
single serve, 4-pack and quart op-
tions. Dannon also offers a variety
of flavors. When it comes to types of
Greek Yogurt they offer non-fat, tra-
ditional, and Greek Yogurt dips. They
also offer Greek Frozen Yogurt in a
pint size. They
use non-fat
milk and one
serving of
their yogurt
has 15g of
protein. Both
companies
provide a
yogurt that is suitable for those who
are lactose intolerant.
Fage is currently advertised as the
“#1 Yogurt in Greece.” and is another
of Trimona’s competitors. In regards
to different yogurt types, Fage offers,
Fage Total Classic, Total 2%, Total
0%, Total Classic Split Cup, Total 2%
Split Cup, Total 0% Split Cup, Fruyo
Classic, and Fruyo 0%. Strained. Both
Fage and Timona do not add sweet-
eners, thickeners, preservative, pow-
dered milk, powdered cream or pow-
dered protein. Both yogurts are made
with all natural ingredients as well.
The companies also market the idea
of utilizing the yogurts in a number of
different recipes that you can make at
home. These recipes are advertised
on their websites.

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Primary Reseach was done
through a Survey created
on Google Surveys, gaining
over 75 responses.
RESEARCH

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We conducted a fair amount of secondary
research to understand the marketplace
for Trimona Yogurt. The North America
yogurt market is growing due to increased
preferences for a healthy diet. According
to Hiren M Samani the SEO Executive at
Transparency Market Research, the mar-
ket for yogurt was at 6.72 billion USD in
2012 and is expected to reach 8.11 bil-
lion USD in 2019. Additionally, the market
for organic foods is also increasing rap-
idly, as it is expected to reach 42 billion
USD in 2014. (source-statista).
RESEARCH II

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This plan has been created to increase awareness, specifically among our target audience and
through social media, of the product and its unique beneficial ideology in order to generate higher
revenue and reach a wider array of sales locations across the country.
1. We aim to increase traffic for Trimona Yogurt on Social Media.
a. To increase likes on Facebook, and followers on Twitter by 50%
b. To gain over 500 followers on our newly created Insta gram page.
2. We aim to increase awareness of Trimona Yogurt and educate
health-conscious consumers about the unique qualities of the product.
3. We aim to increase the locations around the country where Trimona Yogurt is
sold.
4. We ultimately aim to increase the revenue of Trimona Yogurt by 5% in 12
months.
OBJECTIVES

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TARGET AUDIENCE:
Due to our focus on creating brand awareness, we have selected our target audience based on
those who we believe will popularize Trimona Yogurt. Therefore, the ideal market for reaching this
goal are consumers who are particularly health-conscious. Additionally, we believe that families,
specifically young mothers, as well as athletes or fitness personnel. These groups of people are
constantly looking for products that will benefit their personal lifestyles, and Trimona Yogurt is the
perfect find to enhance and continue their healthy habits.
1. HEALTH CONSCIOUS CONSUMERS 2. MOTHERS/PARENTS 3. ATHLETES
Not only do we hope to grab the attention of these specific groups of people, but also vari-
ous magazines, newspapers, blogs, and other forms of media. Spreading the word about
Trimona Yogurt is our biggest goal and further explanation efforts can be found throughout
the rest of the plan.
One large geographical area of focus is going to be the west coast. At this point, Trimona
Yogurt has a much better exposure on the east coast and we feel that creating nationwide
awareness will only serve to help the brand in every aspect.

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TARGET AUDIENCE:
HEALTH CONSCIOUS
In general, the health-conscious de-
mographic are those are take an ac-
tive interest in their health and lifestyle.
These people are surely well aware
that what they eat contributes to 80%
of their overall health. There is a com-
mon misconception of Greek yogurt
being the foremost healthy yogurt,
however they are well aware this is
not always true and are looking for a
healthier substitute. Trimona Yogurt’s
unique and organic process creates
the ideal mixture for our health-con-
scious audience. Our goal is to make
this audience aware of the product
they want but doesn’t know exists.
MOTHERS/ PARENTS
The mothers we are targeting is a
good choice for Trimona due to
their proactive attitudes about healthy
foods. It is their goal to provide their
children with the most health-con-
scious diet they can possible find in
order to keep their children as nutri-
tious as possible. Given the fact that
they have just undergone a new life-
style change, surely they would be
open to trying out the latest, most
healthy form of yogurt on the market.
Trimona Yogurt is also the perfect
choice for these mothers because
yogurt is one of the first foods that
children are able to eat due to its
soft, creamy texture.
ATHLETES
The athletes and fitness personnel in-
cludes those people who are active-
ly leading a health-conscious lifestyle
each day. This most definitely includes
their eating habits. This group of people
knows that it’s in their best interest to
constantly be on the look out for any
foods that are going to aid in their pur-
suit to eat healthy. Trimona Yogurt is a
much healthier alternative to the sugar-
filled yogurts that most people are used
to eating. If offers them the chance to
continue to eat one of the foods they
love most, but in a healthier fashion. It
is our belief that once they give it a try,
they will spread the word to their peers
about the up and coming Trimona Yo-
gurt.

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STRATEGIES
1. Motivate people to try trimona yogurt
Not many people have heard of or tried Trimona Yogurt, and so the first step toward reaching our objectives
is to get people to try the delicious and unique Bulgarian product. It is important to inspire the target audi
ence to get involved with the product, this includes getting the name out there. Buzz on social media involv
ing recipe competitions, as well as offering the product in sample sizes for free at both showcases and popular
local events is a great way to introduce people to Trimona Yogurt.
2. Reach out and develop relationships with industry related media and health companies
Contacting and maintaining relationships with companies who consumers are interested in healthy products will
allow consumers to be introduced to Trimona. Most consumers who are interested in organic and healthy prod
ucts would be interested in buying a product like Trimona. By marketing the product in outlets already used by
these consumers, awareness will spread and the consumer will be more likely to buy the product. We will be able
to use the radio, magazines, newspapers, online website articles and TV appearances to continue to spread aware
ness.
3. Enhancing the brand image through social media
As an up and coming brand, it is essential that Trimona Yogurt have a strong presence on social media. The
society that we live in today has put a strong emphasis on the importance of social media in creating brand
awareness. Social Media will give Trimona Yogurt the opportunity to actively advertise their new products as
well as upcoming events they will be holding and participating in. It will give consumers an easy resource for
product information and interaction. As a growing business, an important element to take into consideration is
feedback from customers, which Trimona will be able to receive from their social media platforms.
4. Inform consumers about the culture and process behind trimona yogurt.
Another one of our strategies is to inform consumers about the culture behind and the process of producing
Trimona Yogurt. One of Trimona’s core competencies is the way in which it is made. Trimona Yogurt is made from
100% grass fed cows, which grows on completely organic land. This ensures that the product is gluten-free,
organic and not genetically modified.

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TACTICS
STRATEGY #1: MOTIVATE PEOPLE TO TRY TRIMONA YOGURT
RECIPE COMPETITION
One of Trimona Yogurt’s very unique aspects is that it can actually be used as part of recipes.
Other yogurts that Trimona competes against do not have this feature. In order to highlight this
aspect of the product and to prompt people to try it, we suggest launching a recipe competi-
tion. This would be introduced and advertised through Trimona’s website and social media.
The competition would ask yogurt consumers to create new recipes using Trimona and send
them in through email or other social media. This would give the consumer the chance to try
Trimona and also experiment with the many different ways it can be used. Once the recipe is
submitted, it will be posted on Trimona’s social media outlets and website. Then, others can
make and try the recipe themselves and vote for their favorites. The top recipes will be fea-
tured on Trimona’s website as well as in showcases at Whole Foods and other food events.
The recipe with the most votes will win a year of free Trimona yogurt and the chance to tour
the factory and try out the new flavors before they become available. With strong social media
coverage, we believe that many people will want to participate and contribute to the Trimona
yogurt recipe book.

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TACTICS
INCREASE SHOWCASES/ FREE SAMPLING
Offering product samples at grocery stores is a great way to spread brand awareness. We encourage Trimona
to set up stands with Trimona recipe testers near the yogurt aisle is Whole Foods and Green Star Chains.
This will give consumers the opportunity to try the product without a cost, and a chance for the spokesper-
son (server) to explain the great things about Trimona. Trimona’s health benefits and versatility truly sell itself
once consumers are aware.
Sampling does not strictly have to be done in grocery stores, either. Think of fun places that will create a
lot of buzz (college campuses, fitness centers, public places). Sample products that are accustomed to the
audience you are sampling to. Ex: at fitness centers a protein packed easy to make smoothie, on college
campuses, perhaps an easy chip or vegetable dip. The key is to be creative while connecting with the audi-
ence of samplers.
> Start Planning
First and foremost consider your customers. Ask yourself what kinds of foods they might be interested in and
what level of knowledge they might have about specific foods or dishes. That will help you establish a theme
for your demo, ex: “After-school snacks your kids will love,” “Yummy vegetables” or “Quick dinners you can
make in 30 minutes or less.” From there, you can choose a dish to feature.
> Pay attention to food safety
Be sure that the food you’re serving is safe for most customers to eat. It’s critical to avoid cross-contamination
if there are meats or eggs involved, and every ingredient should be kept at the appropriate temperature. (The
last thing you want is consumers getting sick from your Trimona!)
Free samples may not seem like a good investment, but inventive, successful sampling can truly
spread brand awareness, not to mention the social media buzz it can create!

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TACTICS
TEAM UP WITH LOCAL EVENTS
Festivals, markets, and expos are some of the most common attractions for media, and potential consumers to at-
tend. Therefore, this is the perfect venue for and up and coming brand to showcase its products. Trimona Yogurt
has the opportunity to create brand awareness and inform customers about their company and products. The fol-
lowing events/venues are just a few examples of possibilities we recommend they take advantage of.
#1. 33rd Annual Apple Harvest Festival
Date: October 2-4, 2015
Location: Ithaca, NY
With a prominent presence in the city of Ithaca at the lo-
cal Green Star stores, the annual Applefest is the perfect
event for Trimona to attend and showcase their product.
Seeing that it takes place in the heart of one of the most
health-conscious, organic cities in the US, Applefest
couldn’t be a better choice for Trimona. Rides, games,
music, food, performers, and taste-testing are just some
of the exciting things that occur each year at Applefest.
Potential consumers flock the streets to taste-test and
browse local vendors. All ages and demographics come
to join in the fun of Applefest, providing a great oppor-
tunity for Trimona to directly interact with all three of their
target audiences. In addition, it gives them a chance to
chat with other vendors and create relationships in order
to better understand their competition and the market in
general.

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TACTICS
#2. Green Festival
Date: December 13-15, 2015
Location: San Fransisco, California
Since one of our goals for Trimona Yogurt as a whole is to
increase the sales, expanding to the west coast is one way of
ensuring this will happen. A great way to jumpstart this idea
is to become active in festivals and events out on the west
coast. One of the biggest and most famous events called
the Green Festival occurs in San Fransisco every year. It is
the longest-running sustainability and green-living event in
the US, providing the perfect marketplace for Trimona’s tar-
get audience. This will emphasize Trimona Yogurt’s organic
nature. It provides an excellent platform for the companies
at the exhibit to connect with potential customers, retailers,
and corporations. The goal of the festival is to emphasis the
latest green products on the market and aid in increasing
their brand awareness, yet again another reason for Trimona
Yogurt to take part in this experience.

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TACTICS
#3. Health & Wellness Expo
Date: April 2015
Location: Port Jefferson
As the home and headquarters of our beloved Trimona Yoogurt,
Port Jefferson, NY is another ideal location for the company to
showcase its products and make natives aware of the up and
coming brand that originated right in their very own hometown.
It is our belief that those who hear about Trimona and are ex-
posed to its high quality will be proud supporters and want to
spread the word about the new health product on the market.
Giving locals an education about Trimona Yogurt will spark
their interest and urge them to start buying it on a regular basis.
The best way to create this brand awareness is to participate
in one of Port Jefferson’s very own events, the annual Health
and Wellness Expo. This yearly event is focused on bringing
the latest and greatest information on health and wellness to
attendees. This includes anything and everything from exercise
to nutrition, creating the perfect platform for Trimona Yogurt. The target audience at the festival includes
everyone from adults to children in the womb, another perfect match for Trimona. Exhibitors come from
all over to share information with vendors about health and wellness. With Trmiona’s focus on their pride
in the healthy ingredients of the yogurt, it would be wise of them to take part in one of the largest festivals
located in the same city as their headquarters.

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STRATEGY #2: REACH OUT AND DEVELOP RELATIONSHIPS WITH INDUSTRY
RELATED MEDIA AND HEALTH COMPANIES
TACTICS
RADIO INTERVIEWS
We think it’s important to use the radio to inform consumers about Trimona Yogurt and get the word
out about the product. Our focus for radio is on health, food, and organic sources in order to reach our
target audience. Some radio’s we suggest are:

Sirius XM: Doctor Radio: This radio station is one in which health conscious consumers pay extra for,
making these listeners part of our target market in that they have the funds and the interest to afford and
enjoy Trimona Yogurt. Sirius XM Doctor Radio receives health and medical information from the NYU
Langone Medical Center. Since Trimona Yogurt is so healthy, we believe the station would be thrilled
to endorse the product.
Blog Talk Radio: Blog Talk Radio is the largest online talk radio in the world. We believe that getting a
spot on this station would generate a great deal of buzz for Trimona Yogurt, one of our primary objec-
tives.
Crop to Cuisine (Boulder, Colorado) : Crop to Cuisine Radio, broadcasted out of Boulder, Colorado
would be a great way to both expand the brand nationwide as well as encourage consumers to incor-
porate Trimona Yogurt into their daily lives. This station focuses on encouraging people to use healthy
foods to change their lives for the better. Because Trimona Yogurt is so broad in its range of possible
uses, we believe this station would be a great fit!

26
RADIO INTERVIEWS
The Beyond Organic Radio Show (San Fran, California): This station was created basically from scratch in a
vision to “connect listeners with the pioneers in the environmental movement.” We believe getting on this
show, in California, would be incredible to gain prestige for Trimona Yogurt, and would coincide with your own
humble and inspiring launch of our product.
Good Food (Santa Monica, California): Good Food Radio, hosted by Evan Klei-
man, focuses on cultural foods with a “taste of life, culture and the
human species.” We believe this is a tremendous opportunity to
expose Bulgarian Yogurt, and inspire a sense of pride in Trimona.
An Organic Conversation (Oakland, California): An Organic Con-
versation Radio Show has been described as “a weekly inspiration
for anyone who eats.” They focus on building healthy meals and a
healthy lifestyle. This is one of the leading organic foods radio across
the nation, and would contribute in a very positive way to getting the
word out about Trimona Yogurt and all of its unique benefits.
TACTICS

27
TACTICS
MAGAZINE, NEWSPAPER, WEBSITE ARTICLE
Trimona should be advertised in a location that their prospective consumers will be able to notice it. By putting
advertisements within magazines, newspapers and website articles, a source the consumer already trusts for
reliable information, they will be much more likely to try the products. A constant advertisement in health maga-
zine like Women’s Health would allow one of Trimona’s target markets to be directly introduced to the product.
A list of possible magazines that would provide Trimona with their most likely consumers:
> Women’s Health
> Natural Health
> Fitness magazine
> Men’s Fitness
Possible websites where articles could be published explain the benefits of Trimona:
> Heath.com
> Well and Good
> Huffington Post
A possible to reach a high number of consumers that do not purchase health magazines or visit health websites
would be to get published in the health section of a newspaper. Some possible examples would be:
> New York Times: Health News
> Ithaca Times
> Los Angeles Times: Health

28
TACTICS
STRATEGY #3: ENHANCE SOCIAL MEDIA PRESENCE
As an up and coming brand, it is essential that Trimona Yogurt have a strong presence on social media. The soci-
ety that we live in today has put a strong emphasis on the importance of social media in creating brand awareness.
Social Media will give Trimona Yogurt the opportunity to actively advertise their new products as well as upcoming
events they will be holding and participating in. It will give consumers an easy resource for product information and
interaction. As a growing business, an important element to take into consideration is feedback from customers, which
Trimona will be able to receive from their social media platforms.
1. ADVERTISE INTERN POSITION IN LOCAL COLLEGES- ITHACA & CORNELL
In order to successfully revamp social media we suggest creating an internship program through Ithaca or
Cornell
Because social media, the website, and hosting events are so important to getting the
Trimona name out there in terms of brand awareness, having interns to help manage
the load would be very helpful. We suggest hiring three interns, each one designated
for either social media, website management/design, and events. There are a few ways
to hire interns at a low cost. One of which would be hiring the interns and paying them
minimum wage for only a few hours per week, which is all that would be necessary.
Another idea we highly recommend would be to communicate with colleges (i.e. -
Cornell or Ithaca) and hire interns as a part of credit opportunities for students. This allows for students to
receive internship/fieldwork credits outside of campus (necessary for many majors), without costing anything
to you. We believe that hiring young interns, with awareness for the internet and the market, would be very
beneficial for Trimona. To advertise an internship position to Ithaca College Park School of Communications
students, contact Dennis Charsky at dcharsky@ithaca.
edu or Scott Hamula at shamula@ithaca.edu.

29
TACTICS
The current Trimona Yogurt offers a lot of helpful information about the product and why it is
so healthy and beneficial. However, having the right information included in a website is only
part of creating a strong website for a company. We decided that revamping the Trimona Yo-
gurt website to make it more visually appealing would help to enhance the brand image and
bring in more customers. In recreating the website, we used Wix.com and used the information
from the current website to build it. We also added an online store feature so that customers
who are not near a store that offers the product can still purchase it. More screenshots of the
new website can be seen in the Appendix.
2. REVAMP WEBSITE

30
TACTICS
3. FACEBOOK
Although Trimona Yogurt does already have a presence in the Facebook world, our goal is to enhance
it and take it to the next level. With 838 likes as of December 2014, we would like to see that num-
ber increase. After taking a look at their page, we observed that many of their posts non-interactive;
meaning, there are posts being made on a fairly frequent basis, but very little comments or likes. We
would also like to give them some tips and ideas that will make their posts seem more methodical
and frequent so that they can grow their relationship with consumers via Facebook. Some of these
examples can be found in Appendix D1.
4. TWITTER
While Twitter should be linked to Facebook accounts, it should also have its own messages that it’s
trying to convey. One way to do this is to follow more industry-related twitter pages such as other
organic foods, yogurt brands, and Bulgarian food companies in order to really portray Trimona’s vision
through their Twitter page. As of December 2014, the Trimona page only follows 347 other pages and
has only 102 followers. Our goal is to increase these numbers, much like the Facebook page. One
way to do this is by retweeting posts that similar companies make. This will create a network of simi-
lar Twitter pages in order to understand what’s going on in the industry. The followings and retweets
will also lead to more followers and help current followers to understand the brand more. One other
element of Twitter that is very useful in creating brand awareness is hashtags. Scrolling through the
Twitter page, we’ve noticed that many of the hashtags are simply #Trimona of #yogurt. This doesn’t
necessarily give consumers an idea of what message you’re trying to get across if they don’t know
what the brand is already. Therefore, we’ve provided a few potential hashtags in the Appendix (D2)
section that can be used frequently. In addition, revamping and enhancing the Twitter page will certainly
appeal to our target audiences, as many of them are younger and impressionable age groups. Many
young moms, for example, have Twitter accounts and surely follow companies and brands that appeal
to them. Once again, this will only aid in the increase of brand awareness.
The design of the Facebook and Twitter pages should be consistent and display relatively the same
image. Therefore, we have redesigned both of these pages, which can be found the Appendix.

31
TACTICS
5. INSTAGRAM
Due to the fact that Trimona Yogurt is a product-based company, we believe that posting pictures
via social media will be one of the most useful tactics in order to create brand awareness. The
pictures will surely capture the attention of the target audience and keep them interested in what
is going on in the company. Instagram is the perfect outlet for this purpose. Trimona can also
post fun captions fro each picture with further information as well as release dates or event times.
Hashtags are also popular on Instagram, so the hashtags that we created for Twitter can be utilized
on Instagram as well to maintain consistency and brand image. We have created a mock Instagram
account to allow the client to see what the page would look like and how it would function as a
useful tactic. The mock up page can be found in the Appendix.
6. PINTEREST
The last social media outlet we’ve chosen to use in this campaign is Pinterest. Nowadays, many
companies are creating Pinterest pages to pin different products and ideas that accurately represent
their brand. Promoting their Pinterest page we have created will give Trimona the opportunity to
showcase their message to the target audience through a very popular social media outlet. This is
also a great website for consumers to interact with Trimona. Pinterest gives you the ability to “pin”
images to your own “boards” and explore the boards of other accounts. In essence, it works much
like a virtual bulletin board that is open to anyone. This will allow Trimona Yogurt to showcase their
entire brand to anyone who wants access, creating an even bigger brand following. The idea then
is that, once the page starts to become popular, recipes can be posted and our target audience will
begin to share the ideas they see on the Pinterest page with friends. An example of the Pinterest
page can be found in the Appendix.

32
TIPS FOR SOCIAL MEDIA
1. POST PICTURE OFTEN- CONSUMERS WANT TO ACTUALLY SEE
THE PRODUCT YOU ARE TALKING ABOUT!
2. FOLLOW AND FRIEND SIMILAR COMPANIES AND BRANDS TO
CREATE A LARGER NETWORK.
3. RETWEET AND SHARE POSTS OF OTHER BRANDS OFTEN. THIS
WILL GIVE CONSUMERS A BETTER IDEA OF YOUR BRAND IM
AGE.
4. TWEET AND POST ON A REGULAR BASIS TO KEEP BRAND IM
AGE CONSISTENT AND INTERACT WITH FOLLOWERS USING
FOLLOW COMMENTS, RETWEETS AND REPLIES.
5. USE HASHTAGS IN ORDER TO PROMOTE NEW PRODUCTS, EVENTS,
AND GRAB FOLLOWER’S ATTENTION
TACTICS

33
STRATEGY #4: INFORM CONSUMERS ABOUT THE CULTURE AND PROCESS
BEHIND TRIMONA YOGURT.
Another one of our strategies is to inform consumers about the culture behind and the process of pro-
ducing Trimona Yogurt. One of Trimona’s core competencies is the way in which it is made. Trimona
Yogurt is made from 100% grass fed cows, which grows on completely organic land. This ensures
that the product is gluten-free, organic and not genetically modified. It is also not strained, so as not to
eliminate any of the healthy live cultures. Because the remaining product is so full of live cultures, it has
an extremely long shelf life of eleven weeks. The diary used coming from grass-fed cows also ensures
it is full of healthy omega-3 fatty acids. Many people are also unaware that Bulgaria is one of the origi-
nal producers of yogurt. This is where the main live culture in yogurt, Lactobacillus bulgaricus comes
from. This yogurt is always made in traditional ways with grass-fed cows, just as Trimona Yogurt is.
TACTICS

34
TACTICS
1. BULGARIAN APPRECIATION MONTH
In order to inform people about the various benefits of Trimona Yogurt, we suggest making a Bulgarian Ap-
preciation month, where you could take to social media to educate people about the benefits of Bulgarian
yogurt, and also some facts about the history. Various tweets could mention how Trimona lasts about eleven
weeks on the shelf, or different recipes to utilize Trimona Yogurt in. During this month, Trimona could also
have demonstrations at various colleges or grocery stores to educate people about Bulgarian yogurt and
possibly allow customers to taste-test some of Trimona’s yogurt.
2. Reveal Countdown on Social Media.. + Contest
Trimona has plans to introduce flavored yogurt varieties within the next few years. When this occurs, Tri-
mona could implement a countdown on social media to anticipate the release and involve consumers in the
reveal. This could also include a contest of guessing which flavors might be released, in which the winners
could receive free Trimona Yogurt for a period of time.
> Based on the survey question regarding why people choose to eat yogurt, we found that most
people like yogurt based on its taste, the second reason is because it’s healthy, only 13% on brand
preference.
> A feedback card/ website submission could would be very beneficial for Trimona. Since we con
ducted a survey on peoples’ opinions of yogurt and found that one of the main things consumers
look for in their yogurt is taste, we think a feedback card could be very advantageous. It could help
Trimona establish flavors that would be more desirable to customers.
STRATEGY #4: INFORM CONSUMERS ABOUT THE CULTURE AND PROCESS
BEHIND TRIMONA YOGURT.

35
BUDGET
INTERN ($5,760) (PRICE OPTIONAL IF
HIRE FOR CREDIT)
> 3 Interns
1. Social Media
2. Website Design
3. Events
> $8 per hour
> 5 hours per week
[No interns May, August and December]
MAGAZINE ADS ($500)
TRANSPORTATION ($1000)
PRODUCT SAMPLING ($500)
> Use for events, collegiate sampling and
grocery store sampling
RECIPE CONTEST ($224)
Award: 1 year of yogurt
Ads ($200)
EVENTS (~$650 EACH) ($1,950)
> Table (~$300)
> Tent (~$150)
> Cooler (~$100)
> Other supplies (~$100)
SOCIAL MEDIA ($1,000)
> Twitter ads ($500)
> Facebook ads ($500)
WEBSITE (ECOMMERCE ACCOUNT $16.17/
MONTH $194.04/YEAR)
Price Includes:
> Get a domain name
> Ad voucher
> 2 Premium Apps
> 20GB of storage
> Shopping cart
> Google Analytics
[SEE BUDGET GRAPHIC IN APPENDIX D3]
TOTAL: $11,328.04

36
EVALUATION
1 - SOCIAL MEDIA ATTENTION
Track the number of “likes” on Facebook, followers on Twitter and
Instagram, and “likes” and “repins” on Pinterest.
2-TRAFFIC ON WEBSITE
Track the number of views, and the length of time people are viewing the website to
see if the audience is engaging with the product.
3-INCREASE IN SALES
Measure the sales before and after tactics have been implemented. This can be done
periodically throughout the timetable.
4-BUZZ GENERATED
Measure each time Trimona is mentioned or makes an appearance either online, on
the radio, in magazines, or on TV networks.
5- UTILIZE FEEDBACK CARDS
Take the time to look through feedback cards after you host events to see how people
are reacting to the product, how they heard about it, and how they plan to interact with
Trimona in the future.
6- SALES LOCATIONS
Measure the number of Sales Locations around the country before and after the tactics
have been implemented.

37
APPENDICES CONTENTS
> DIAGRAM 1: FACEBOOK
> DIAGRAM 2: TWITTER
> DIAGRAM 3: INSTAGRAM
> DIAGRAM 4: WEBSITE
> DIAGRAM 8: BUDGET
> DIAGRAM 9: TIME TABLE
The Appendices is a collection of graphics and images that are relevant to this public relations
proposal. We hope you find this information usefull, if not please contact us.

38
<< ORIGINAL
UPDATED >>
DIAGRAM 1: FACEBOOK

39
<< ORIGINAL
UPDATED >>
DIAGRAM 4: TWITTER

41
DIAGRAM 4: WEBSITE
<< ORIGINAL
UPDATED >>

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