GreenCleanse Sara Boas Professor Hoare Comm 301-Public Relations Public Relations Plan GreenCleanse Situation GreenCleanse is a juice company that has been on the market for 10 years

GreenCleanse
Sara Boas
Professor Hoare
Comm 301-Public Relations
Public Relations Plan
GreenCleanse
Situation
GreenCleanse is a juice company that has been on the market for 10 years. It has a reputation that is very positive. The goal of the campaign is to build brand awareness. The communication problem is that the company needs to reach women who have not heard of their product by word of mouth. My plan will address this problem by having different social media campaigns, interviews and events with partner companies throughout a two-way communication campaign. The campaign will end with an event in Central Park, there will be wellness activities, giveaways, speakers and of course juices.
Objectives
Motivational:
Increase sales
Increase amount of women the company reaches
Gain a distributor
Increase Instagram following
Informational:
Raise awareness about the company
Partner with SoulCycle to sell drinks there
Customer giveaways
Make a website
Make an app to get rewards
Event in central park at the end of the eight weeks
Audience
Primary:
Women who live in New York
Women age 18-40
Stay at home moms
Fitness bloggers
Food bloggers
Middle-upper class
Vegan
Media outlets such as Op-eds about health and fitness
Health conscious people
People who have a gym membership
Riders at SoulCycle
Consumers of Whole Foods, and other health stores
Fitness instructors
Social media influences in fitness and well-being
Secondary:
Men
Working Class
Working women
Teenagers
College students
Other parts of the country
Research
Focus groups with upper-class women after their workout class. This research will be primary and qualitative
Survey people coming out of SoulCycle asking what they think to eat or drink after working out. This research will be primary and quantitative
Look at the history of past customers of GreenCleanse and separate them into groups on age, gender, how many times they come in per week, how much they spend, what time of the day they come in and do they live or work in the area. This research will be secondary and quantitative
Test out new flavors and see which sells the best. This research would be primary and quantitative.
Give customers any online survey after they order at GreenCleanse, if they do this survey they will be able to get a discount on their next order. This research will be primary and qualitative.
Research the market and see how other juice places are doing. This research will be primary and quantitative.
Look at data of sales from each GreenCleanse store. This research will be secondary and quantitative
Survey people outside of gyms asking what they look for when choosing an after workout snack. This research will be primary and qualitative.
Messages
Spread the word about GreenCleanse through Instagram
Talk about the health benefits and that it is easy to take on the go
It is a product for everyone
More than just a drink it is a way of life
Strategy
Events
Have a pop up stand at a wellness event
Social media campaigns
Interviews with current customers
Making presents online known
Making an app
Making a website
Tactics
Increase sells- will give away free drinks at events to promote customers to come to the store
Increase amount of women the company reaches- have women talk at the main event and talk about how drinking this juice helps them in everyday life.
Gain a distributor- talk to Whole Foods about carrying drinks in their store. Make a deal with them so that we can get profit as well.
Increase Instagram following- promote the Instagram at the event and for the first 100 people to like a photo they will get a free juice.
Raise awareness about the company- by having the pop-up at different events it will get the attention of people who do not know about the company. Also we will have free juices at SoulCycle classes for a week so that the riders learn about the company.
Partner with SoulCycle to sell drinks there- during rider apperception week, we will be at a SoulCycle studio giving away drinks. After that week we will give SoulCycle free passes for drinks that they can give out to riders.
Customer giveaways- through the month we will do different giveaways such as if an existing customer brings in 2 new customers they will get points which will add up to getting free drinks.
Make a website- the website will have pictures of people enjoying the juice as well as links to the Instagram page. People will be able to order ahead of time. Also there will be stories from existing customers who have done cleanses.
Make an app to get rewards- the app can be used to pay in stores because it will be able to save customers credit cards. Also the app will keep track of your purchases and after the customer spends $100 they will be given a free drink.
Event at Central Park at the end of the 8 weeks- The campaign will end with a big event in central park. We will have family friendly activities and partner with SoulCycle to have them there. We will give out juices and roll out the new website and app.
Budget
Event-lighting, audio, initiations, drinks, food, activities, tables, chairs, and staff
Pop up store at wellness event or charity event
Hire a firm to make the website and app
Interviews with current customers
Calendar Week 1- The week will focus mostly on getting to know the company and their existing customers. We will do interviews with the customers to see what they like about the company and what they would like to see in the future. We will also spend time at the store to see the culture of the company as this is something we do not want to lose and is very important.
Week 2-This week will focus on hiring a team to make a website and an app. We will roll out both the app and website during our big event at the end of the campaign. We will have to sit down with the firm and present research about the customers so that they understand the company.
Week 3- This week will focus on customer giveaways. This will help build the customer base so that during the event there will be a lot of people. We will have a giveaway where existing customers can bring in new customers and get free drinks. Also if the customers check in on Facebook and say that they are at store they will get points which will end up to free drinks or a discount on a juice cleanse.
Week4- This week will focus on having a pop up store at a charity event or wellness event. Having a presents at the NYC marathon will be great for the company. We will have a pop up table at the end of the race and offer advice to the runners. We will also give up pass for free juices so that the runners can come to the store and become new customers.
Week 5- This week will focus on increasing the Instagram following. We will check in with the firm who is making the app and website. We will have another Instagram contest where customers can get free things for posting with the juice and liking the Instagram.
Week 6-This week will focus on the partnership with SoulCycle. Through research we did during week 1 we will see that a lot of the customers and focused on a wellness lifestyle. The majority of riders at SoulCycle are women. We will have a table at SoulCycle studios during rider appreciation week and give away drinks and free passes.
Week 7- This week will focus on getting everything ready for the big event next week. We will look at the space we have in Central Park and plan where to have everything set up so that the pictures are perfect. We will have SoulCycle at this event as well, so we will need to plan everything out with them as well as we would like them to have a bike demos and spread the word about the event at their studios.
Week 8- This week will focus on the big event and wrapping the campaign up. The event will be during the day at Central Park and we will roll out the new website and app. We will have family friendly activities. This event will help to increase sells of the company and look very good against other similar juice places.
Evaluation
Increase sales
Return of Investment (ROI)
Did sales of GreenCleanse increase?
Increase amount of women the company reaches
Exposure
Did GreenCleanse increase the number of women customers?
Gain a distributor
Production
Did GreenCleanse gain a distributor?
Increase Instagram following
Exposure
Did GreenCleanse increase their Instagram following?
Raise awareness about the company
Exposure
Do more people know about the company now?
Partner with SoulCycle to sell drinks thereExposure and production
Did GreenCleanse partner with SoulCycle?
Customer giveaways
Production
Did GreenCleanse do customer giveaways?
Make a website
Exposure
Did GreenCleanse make a website?
Make an app to get rewards
Exposure and production
Did GreenCleanse make an app?
Event in central park
Exposure and attendance
Was the event attended by a lot of people and did people buy juice there?