This document outlines two creative concepts for a PR campaign for Biscuitville, a Southern biscuit restaurant chain, focusing on promoting fresh and healthy menu options to families. The first concept focuses on community involvement and pushing Biscuitville's values. Sample creatives showcase families and community engagement. The promotion plan includes a Biscuitville Bunch website and in-store activities. The second concept targets health-conscious families and emphasizes maintaining Southern quality while keeping options fresh. Sample menu boards showcase whole-food options. The launch is planned for April 9th and includes advertising, community events, and evaluation.

1. PR from Scratch
started baking creativity
specifically for Biscuitville
beginning February 2010.
PR
from
scratch
communications

2. Meet the team.
Tori Carufe
Research Director
Hometown:
Atlanta, Georgia
What makes your day better?
Coming home to my cat
PR
from
scratch
communications

3. Meet the team.
Caroline Matthews
Co-Creative Director
Hometown:
Houston, Texas
What makes your day better?
Taking my dog to the park
PR
from
scratch
communications

4. Meet the team.
Casey Ostrow
Tactical Director
Hometown:
Durham, North Carolina
What makes your day better?
Driving in my car with windows
down and radio on
PR
from
scratch
communications

5. Meet the team.
Abby Remein
Strategic Director
Hometown:
Raleigh, North Carolina
What makes your day better?
Eating meals with friends
PR
from
scratch
communications

6. Meet the team.
Morgan Wallace
Co-Creative Director
Hometown:
Vail, Colorado
What makes your day better?
Talking to my friends and family
PR
from
scratch
communications

7. Who is Biscuitville?
Fresh. Friendly. Fast.
Happy employees F 3
Affordable
Quality
Control
PR
Consistency from
scratch
communications

8. Client desires
PR
from
scratch
communications

9. Brand identification.
Quality-controlled, local product
BV
Doesn’t attract families
Product isn’t “healthy”
Must make the most of
consumer’s thin wallets
Utilizing
PR
brand evangelists from
scratch
communications

10. So we hit the books.
Research brief
Secondary research
In-store
intercept surveys
Social media
case study
PR
Twitter/Facebook from
scratch
communications

11. And learned a few things.
Whole family marketing
Taste conquers nutrition
Moms are budget conscience
Social media is a “have-to”
not a “nice-to-have”
Competitors have
PR
healthy options from
scratch
communications

12. And a few more things.
Kids have huge
altruistic desires
Consumers link “fresh”
directly to “healthy”
Social media must push
consistant messages
1 2 3 4 PR
from
scratch
communications

13. What can we do?
“Making your day better”
third-party credibility
honesty
Think “fresh” don’t integrity
push “healthy”
respect
Make values a way of life
Market distribution
commitment
PR
process from
scratch
communications
teamwork

14. Our target.
The Modern Family
Families make
decisions together
Moms today are not
authoritarian
Children ages 6- to
13-years-old PR
from
scratch
communications

15. At the top of our list.
Step 1:
Kid’s meal Commu
n
Involvem ity
ent
Think “fresh,” Step 2:
don’t push Introduc
Options e Healthy
“healthy” Step 3:
Promote
Prove that Freshne
Step 4: ss
values exist Social
Media
beyond the brand Promoti
PR ons
from
scratch
communications

16. Creative concept #1
PR
from
scratch
communications

17. Pushing community.
Strong family
values
Strong brand
culture
Positive attitude
PR
from
scratch
communications

18. Creatives.
PR
from
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communications

19. Creatives.
PR
from
scratch
communications

20. Promotion.
Press Kit: Advertisements:
Media Advisory Radio
Fact Sheet Newspaper
News Release In-Store
Backgrounder
Biscuitville
Bunch Web site PR
from
scratch
communications

21. Biscuitville Bunch Days.
Highlight the
Biscuitville Bunch and
promote kids meal
Introduce
Biscuitville
culture
to new trials both
in-stores and online PR
from
scratch
communications

22. Rewind.
Community
involvement honesty
New family-
integrity
friendly features respect
commitment
Spreading strong teamwork
values & culture
PR
from
scratch
communications

23. Implementation plan.
May June July Aug Sep Oct Nov Dec Jan Feb March April May June
Biscuitville Bunch Campaign
Selected
Arrange the logistics of the
Kids Menu
Decide on printer for
advertisements
Implement Kids Menu in stores
Editorial meetings with
newspapers
Media Kit Release
Issue In store Print
Advertisements
Billboards leased
Launch Biscuitville Bunch-
applications available
Launch "Bunch Days"
Process applications and decide
on semi-finalists and finalist
Award winners receive prizes PR
from
scratch
Evaluation
communications

24. Let’s
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25. Kids in mind.
honesty integrity
respect commitment
teamwork
PR
from
scratch
communications

26. Social Media collaboration.
PR
from
scratch
communications

27. Twitter Biscuitv
ille
253
u see
work do yo
ys of team
at displa
ork. Wh
s teamw
tea m value
cuitville inutes
The Bis m
ay? 2
d ay-to-d
in your
uit :-)
iscuitv ille Bisc
with a B
my day off
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?
y better
your da
t makes
vil le Wha
Biscuit
4 hours
PR
from
scratch
communications

28. Myspace
PR
from
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communications

29. Facebook
PR
from
scratch
communications

30. Creative concept #2
PR
from
scratch
communications

31. Pushing freshness.
Target:
Health conscience multi-
membered families
Key Message:
Maintaining Southern
quality consumers love
but keeping it fresh
for the family. PR
from
scratch
communications

32. Creatives.
a wholesome alternative
made with the same southern comfort
PR demonstration
from available
scratch
communications

33. Creatives.
1 pick your base
2 now for the fixin’s 3 side pickin’s 4 wet your whistle
Dried fruit Salad Orange Juice
oatmeal Nuts
Brown sugar Fruit cup Apple Juice
Hash browns Coffee
PROTEIN:
- w/ half & half
biscuit Grilled chicken
Plain apple
slices
- w/ skim milk
WE CARE
GRAIN: Fried chicken
Whole wheat bacon Water
Sausage Spiced
White
With butter Turkey sausage apples Skim milk
Country ham
TOEGETHER
Egg Trail mix 2% milk
Egg whites
DAIRY: + salsa if
ordering
breafast
Cheese
breakfast
burrito EXTRAS:
burrito
getting the whole
toy
Mayo
GRAIN: Ketchup
flour tortilla
family involved within
Mustard
wheat tortilla
the community
order for
DIPPIN’S:
biscuit Butter
stix e
the whol
honey
Nuetella
4 collectible community
PR
GRAIN:
Very Berry Jam
family! action cards
Whole wheat
Apple Cinnamon
White
Jam
With butter
from
scratch
communications

34. Promotion.
Press Kit: Advertisements:
Media Advisory Radio
Fact Sheet Newspaper
News Release In-Store
Backgrounder Billboard
Brochure
Fresh Fact Sheet
PR
from
scratch
communications

35. Launch day: April 9, 2011
i e
e r nna tmv ort
me alt
w h iohe hosame souther
l se co f
a t t
made w
PR
from
scratch
communications

36. Take a step back.
Transforming Southern
comfort for on-the-go, healthy families
Menu alternatives
Trackable calorie intake
One box for Mom
Community push PR
from
scratch
communications

37. Implementation plan.
Dec Jan Feb March April May June
Send items to print, toy retailer
decided and purchased
Distribution of print collateral
(packaging, instore signage,
launch materials) delivered to
stores, employee training
Prepare for launch parties (order
event materials)
send out press releases to media
Regional newspaper and radio ad
campaign, billboard lease
Launch parties at specified
Biscuitville locations based on
regional family populations.
Continue newspaper, radio ads
(end date: April 16 2011)
Second month of billboard lease PR
Evaluation from
Follow-up meeting with client scratch
communications

38. Let’s
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from
scratch
communications
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39. Keeping fresh in mind.
Market distribution and
in-store cooking process
Taste and fun factor
conquer nutrition
Families make decisions
together
PR
from
scratch
communications

40. How will we know it’s working?
In-store survey
$
$
Facebook survey $
Fan numbers 1 pick
now f
o fre
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or t
shnes
your
he fi
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$
Web site hits
PR
Number purchased from
scratch
communications

41. PR from Scratch
thanks Biscuitville
for this rewarding
opportunity.
PR
from
scratch
communications

42. Questions?
PR
from
scratch
communications