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Public Relations Campaign Presentation
- 1. Campaign Proposal for Brookton’s Market Brought to you by: Emily Glickman, Sarah Kessler, Kylie Manderson, Hannah Mautz, Glenn Tobey, Kira Shutowich
- 2. Why are we here? Advise & Assist Maintain image Gain customers Increase profits
- 3. SWOT STRENGTHS ● Community based ● Presence on social media ● Specialized market ● Host community events ● Loyal customer based ● Friendly staff WEAKNESSES ● Owner is off-site ● Organic (thought of as expensive) ● Lack POS ● Available seating ● Support from Ithaca Bakery ● Reply to their customers ● Updated and remodeled websites ● No ready to serve food menus ● Store-front sign isn’t eye grabbing ● Products are unorganized
- 4. SWOT OPPORTUNITIES ● Promotions at other businesses ● Reaching out to surrounding towns ● Advertising in Tompkins County ● Emphasizing locally produced foods THREATS ● Other “neighborhood markets” ● Gas stations that serve hot lunch ● Other organic markets (Greenstar) ● Few number employees ● Update website ● Promotional video ● Reaching a bigger audience on social media
- 5. Audience Analysis ● Current frequent customers ● Town of Caroline ○ Unique character ○ Community driven ○ Several small close knit communities
- 6. Target Publics ● Lower income families ○ Improve reputation ○ Post about low prices & sales ● College students & neighboring towns ○ Ithaca, Cornell, Cortland ○ Advertising with local businesses
- 10. Goals & Objectives of Campaign
- 11. Goals & Objectives Cont.
- 12. Evaluation
- 13. We predict… ● By implementing our suggestions for one year you will see a 20% increase of profits in both grocery and ready to make food combined.
- 14. Thank You! Questions or comments?
Hinweis der Redaktion
- who are we we are here to advise brookton's management by suggesting ways to widen clientele and increase profits for both ready to make food and grocery sales
- Current frequent customers: Older couples Families with young children Brooktondale students (middle school and high school) Singles (middle aged) People passing through Caroline for work → landscapers, construction workers Get to know the the Town of Caroline: Unique character, community driven Made up of several small close knit communities Average age: 49 years old Average income: $59,618 4.0% of citizens fall under the New York poverty line
- Lower income families Brookton’s wants to get rid of their reputation of being an overpriced grocery store Post new deals and low prices on both Instagram and in Newsletters College students & People from neighboring towns Ithaca and Cortland have both college students and prospective customers from these towns (families and professors) Advertising through partnering with local businesses that Brookton’s supports
- Trader Joe’s Similarities: Community/local grocery store. Small stores that are on a name to name basis with their customers. Because both are confined stores, Brookton’s can use their small space to their advantage by providing less options but higher quality goods. Trader Joe’s Differences: Recognized that consumers want fewer choices to decide between. Offers high-quality products for low prices which keeps consumers coming back for more. 80% of Trader Joe’s stock is the company’s brand and customers trust their brand. GreenStar Similarities: Community/local grocery store. Overlaps Brookton’s goal, “Emphasizing and promoting locally-produced goods.” GreenStar Differences: GreenStar is a chain, Brookton’s is not. At Brookton’s Market you can pay ahead of time for a surplus of products. At Brookton’s you can pay at the end of your meal if you order from the deli, at GreenStar you pay ahead of time.
- Getting more involved with social media. Improving the business’ promotional video. video is posted to youtube Website upkeep Updating the websites special event section Upload promotional video to website Update ALL current food items displayed on the website
- 4. Collaborating with other local businesses to promote their market Posting flyers and posters in local storefronts 5. Continue to focus on community outreach and build upon the outreach aspect. Hosting more special events and fundraising activities to involve the community Applefest, Oktoberfest, Farmer’s Market 6. Beautify outdoor features Fix the woodwork of the building Get a new more eye-catching sign
- Implement our suggestions for one year to see a 20% increase of profits in both grocery and ready to make food combined. You should see more people from other cities after implementing our advertising and social media campaigns. college students more families from other cities in Tompkins County To calculate these increases a survey can be created to see exactly what has changed How did you hear about us? Why did you stop in today?