Mini PR Plan

In Uncategorized on February 20, 2011 at 9:23 pm

1. The Situation: Fresh Beans’ desired sales have not been met.

2. Objective: Increase awareness of Fresh Beans and sales by 3% in 3 months.

3. Audience: Austin-area college students age 18-25 that value environmentally friendly products.

4. Strategies: Social media popular among college students will be used as well as promotional coupons to increase awareness of Fresh Beans.

5. Tactics: Fresh Beans will become participants on Foursquare, Yelp!, Gowalla, and Facebook Pages to entice new customers. There will also be a Facebook page created for informing students that Fresh Beans exists and their mission. A Twitter account will be created to inform students of deals and new products. Coupons will be distributed at the University of Texas, St. Edwards, and Austin Community College campuses to increase awareness of Fresh Beans and entice new customers.

6. Calendar: A three month plan will be enacted to increase awareness and sales by 3%. In the first month, all social media accounts will be started. The Twitter account will start following all Austin-area college students linking to the Facebook page. Start a promotional deal that everyone that “likes” the Fresh Beans Facebook page will receive a deal. Distribute coupons on all campuses that first-time customers will receive a deal. Implement rewards cards for frequent visitors. Set up accounts with Foursquare, Yelp!, and Gowalla. In the second month, end the initial promotional campaign and start offering deals to everyone that “checks-in” on their mobile device. Maintain rewards cards for frequent visitors. Get free coverage in campus newspapers. In the third month, offer deals to anyone that refers a friend on Facebook. Continue utilizing social media campaigns.

7. Budget: No money from Fresh Beans is being used in this three-month campaign.

8. Measurement: Increase sales by 3%.


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