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Emmy's Organics

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by

Greg Acquavella

on 31 October 2014

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Transcript of Emmy's Organics

Public Relations Proposal
U.S. Organic Food Sales
Organic, Vegetarian or
Gluten-free Diets
Women,
Early 30's
Environmentally
Conscious Consumers
`
College
Students

Elementary School
Children and Mothers
Active Healthy Lifestyle
Current Audience
Desired Audience
Objectives
Strengthen and enhance brand identity
Increase exisiting product revenue by 10% by April 2013
Increase sales among affluent parents of elementary school-aged children
Increase the target audience's awareness of Emmy's products by April 2013
Gain a 10% increase in the consumption of the Emmy’s products amongst the target audience using social and print media
Strengthen and enhance brand identity
Packaging Design
Advertising Design
Company Values
Slogan
Increase existing product revenue by 10%
by April 2013

Increase the target audience's awareness of Emmy's products by April 2013
Gain a 10% increase in the consumption of the Emmy’s products amongst the target audience(s) using social and print media
Match Emmy's Macaroons with Personality
Coordinate products with holidays and current events
Merchandise
Appeal to young, active, energetic community members and IC students
Sell products on Ithaca's campus
Feature Emmy's products on
local store counter tops
Finger Lakes Wine/
Emmy's Partnership
Ithaca Tompkins County Regional Airport/Emmy's Partnership
Continue Social
Media Outreach
How?
Promote Emmy's products as great lunch box and snack food for school aged children and their parents
Fun Shapes, Designs and Graphics
Easily accessable for students of all ages
Generate Media Coverage about Emmy's Organics
Traditional Media
Social Media
How?
Through the use of...
How?
Development of Emmy's Snack Bar
How?
S
trengths
Sharing Healthy Recipes
Facebook and Website
Integration
Press Releases
Market Research
Survey
Students
Faculty
Spread the Flavor Campaign
O
pportunities
Competitors
New Locations for Kids
Weaknesses
Threats
Reasons for Buying Organic
Reasons for Not Buying
Organic
Ithaca Outdoor Store
Now You're Cooking
Homemade
Owners' personality
Ingredients
Taste
Strong customer relations
Good image
Finger Lakes Running Company
Home Green Home
Self-Operational
Employees
Budget
Saturation
Situation Analysis
Audience
Objectives
Measurement/Evaluation
Timetable
Budget
Thank You!
Social media
Globalization
Local support
New Products
Branding
Junk food
Economy
Demographics
Competition
Pitch Letters
Pitch Letter
Measurement and
Evaluation
Campaign Budget
Monitor press coverage
Track social media interactions
Monitor sales
Timetable
Total Cost:
$5,758.45
Increase sales among affluent parents of elementary school-aged children
1st Quarter
2nd Quarter
3rd Quarter
4th Quarter
Press Releases/Pitch Letters
Newspaper Advertisements
Launch Personality Blurbs
Launch Merchandise
Manage Social Media Outlets
Finger Lakes & Airport Partnerships
New Locations (Science Center/Museum of the Earth)
Vending Machines
Update Press Releases
Newspaper Advertisements
Manage Personality Blurbs
Continue Selling Merchandise
Consumer Advertisement Contest
Coordinate Products with Holidays and Events
Manage Social Media Outlets
Manage Finger Lakes & Airport Partnerships
Manage New Locations
Sell Products on Ithaca College Campus
Update Press Releases
Newspaper Advertisements
Manage Personality Blurbs
Continue Selling Merchandise
Coordinate Products with Holidays and Events
Manage Social Media Outlets
Manage Finger Lakes & Airport Partnerships
Manage New Locations including Ithaca College
Update Press Releases
Newspaper Advertisements
Manage Personality Blurbs
Continue Selling Merchandise
Coordinate Products with Holidays and Events
Manage Social Media Outlets
Manage Finger Lakes & Airport Partnerships
Manage New Locations
Sell Products on Ithaca College Campus
Full transcript