Public Relations Campaign

Table of Contents
Biographies

p. 4

Social Media: Facebook

p. 16

Executive Summary

p. 5

Social Media: Twitter

p. 17

Situation Analysis

p. 6-7

Social Media: Instagram

p. 18

Goals and Objectives

p. 8

Dealio

p. 19

Target Audience

p. 9

Punch Card

p. 19

Positioning

p. 10

Rexburg Unplugged

p. 20

Key Messages

p. 10

Research Methods

p. 21

Challenges

p. 11

Research Methods

p. 22

Communication Vehicles

p. 12

Time Charts

p. 23

News Release

p. 13

Budget

p. 23

Poster

p. 14

Evaluation Plan

p. 24

Website

p. 15

Advertising Plan

p. 24

Other Items to Consider

p. 25

Events Plan

p. 25

Biography

My name is Joana Ribeiro and I am currently a junior at Brigham Young
University-Idaho. I am a communication major with an emphasis in public
relations. I am passionate about social media, books, writing, cosmetics, fashion,
interior design, lifting other people up, animals, and soccer. I am from a small
country called Luxembourg, but originally I am from Portugal. I speak six
languages and hope to learn some more.

My name is MollyJo Nemeck and I am a communication major with a

public relations emphasis at Brigham Young University-Idaho. I am a dedicated
person and do what it takes to get a job done, and do it well. I work well with
others and work hard to gather ideas to create great products. My knowledge and
people skills serve well working in a team.

My name is Lauren Maxwell and I am a communication major with a
public relations emphasis at Brigham Young University-Idaho. I enjoy visual
media and working with Adobes design programs. I am creative person and I
work well with others. I am a hard worker dedicated to creating an end product
that is professional and useful.

My name is Zach Curtis and I am a communication major at Brigham

Young University-Idaho with an emphasis in public relations. Im from Denver,
Colorado, and am a physically active person; I love to play and watch any and all
sports, and I love the outdoors in general. I like to problem solve and see how an
issue or problem can be fixed, and to watch as various strategies slowly but
effectively work and create positive change.

Executive Summary

Great Harvest Bread Company is a national bakery franchise, known for its
healthy variety of breads and phenomenal lunch items. All of their products are baked
fresh daily and of the highest quality.

Great Harvest has grown into the nations first family of independently owned
and operated whole grain bakeries. The owners of Great Harvest Bread Co. in Rexburg
currently live in Utah. Carlee White is the local store manager, and throughout
constructing this campaign, we have been communicating with Carlee.

The overall goal for this campaign is to increase awareness about the high quality
lunch options available at Great Harvest Bread Co. in order to bring in more customers.
Our campaign is designed to increase awareness of Great Harvest through social media
sites such as Facebook posting specials for the week and a Twitter handle.

This plan is consistent with spreading Great Harvests existing mission statement
to the Rexburg community, namely to be loose and fun, bake phenomenal bread,
runfast to help customers, create strong exciting bakeries, and give generously to
others.

Situation Analysis

trengths: The strengths of Great Harvest Bread Co. begin with

location. Situated on Main Street, Great Harvest is in a
prominent position with high visibility from the road and
within walking distance from the north side of campus. Great
Harvest is known for its high quality products, specifically its
homemade bread. Furthermore, Great Harvest has already
built up a certain number of regular customers that come on a
daily basis, and they get a lot of business from the surrounding
companies and businesses. Great Harvest has also gained a
positive reputation in the community for donating its unused
daily bread to charities.

pportunities: The opportunities for this project are vast, as it

is a chance to see how far-reaching a presence in social media
can have on influencing public opinion. This is a great chance
at Public Relations because the main issue here is perception,
that Great Harvest sells primarily bread and not lunch as well.
Our goal is to change the perception of Great Harvest so that
students at BYU-Idaho will think of it as a lunch destination.
We also have a chance to improve their website and inform
students of the low-key atmosphere.

Situation Analysis

eaknesses: There are several major weaknesses that inhibit the

growth of Great Harvest Bread Co. To begin with, it is seen as
or thought to be expensive, especially considering the
surrounding community is largely made up of monetarily-tight
students. Secondly, the website could use vast improvement, as
it has outdated information (occasionally by more than a year)
and has a very poor layout design. Great Harvest also needs
to work on their social media accounts, both with expanding
their existing ones (such as Facebook) and creating new ones
(such as Twitter or Instagram) and need to be far more
proactive with getting their name out in the public, again
keeping in mind the vast student body that resides within
Rexburg. The biggest weakness we have found involves
perception. The vast majority of individuals seem to think of
Great Harvest purely as a bread store, rather than a place to
relax and get lunch.

hreats: The biggest threats to Great Harvest include the vast

number of fast-food chains that surround the campus of
BYU-Idaho, including Taco Bell (1), Subway (4), McDonalds
(2), Burger King (1), Wendys (1), KFC (1), Arbys(1),
Jack-in-the-Box (1), Jimmy Johns (1), Ramires (1), and other
cheap, close, and fast restaurant chains.

Goals and Objectives

Increase student traffic: Increase student consumption for

lunch products by 20% within 5 months of campaign launch.

Improve website: Update the company website to have a

welcoming landing page, a page with the deals of the
week/the meals of the week, a menu card, and it also must be
easy to navigate. This is to be done within the first month.

To increase the social media presence we propose that you

make at least 2 posts a week (2 a day for Twitter) on all social
media accounts.

Objective: Use new forms of social media, like Facebook,

Twitter, and the Rexburg Dealio to send information to
Rexburg residents. Students use the Dealio to see what is
going on and what is more affordable that day. Through these
they can increase customers and awareness of their lunch
program by getting their name out.

Target Audience
Carlie said that they already work with:
The businesses around Great Harvest Bread Co.
Local High schools
Locals, including moms that already come in every
morning

Our primary target audience will be the college students, as they make up
the majority demographic of the community. It would also be good to get people
from the local community that are in Rexburg during the Summer Break to be
more loyal to the company.

Positioning

Great Harvest Bread Company provides high quality, healthy breads and
products to the local area. It is also very involved in the community as it donates
breads and other services to companies and businesses that need it.

Furthermore, the company provides a really nice and cozy atmosphere for
college students to do their homework and to eat a bite when they get hungry.

Key Messages
Healthy- They serve and provide healthy and great tasting food.

Quality- They bake premium breads and make soups and

sandwiches that use healthy and quality ingredients.
Great Service- They are welcoming and instantly there to help
customers when they walk into their store.
Welcoming atmosphere- They are sure to help customers when
they walk in and offer them a piece of bread and help them find
the thing they are looking for.

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Challenges
Challenge: Awareness- The major demographic of the town is unaware of either
the existence of Great Harvest Bread Co. or, if they are aware, they dont think of
it as a viable option for lunch.
Solution: Increase social media presence via Facebook, Twitter, and
Instagram to bring awareness to the college students in the area of
Great Harvest as a lunch location.

Challenge: Price- They are more expensive than other options

in Rexburg.
Solution: Using social media to let the public know about Great Harvests deals and educate the public about their healthy choices versus
their competitors for similar products.

Challenge: Competitors- There are other sandwich shops and fast food options
that are cheaper and closer to campus. People think that competitors are cheaper
when they are about the same price.
Solution: By using social media the public can become more aware of
how good Great Harvest is. They will realize that GHBC has more to
offer that is healthier and better quality, for the same price.

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Communication Vehicles
News Release- Create and publish a news release in the paper to let people know
about the event that will be happening.
Flyers - Self-made flyers to increase awareness amongst the community,
advertising the key points of GHBC and advertising a deal.
Website - Improve the website so that people can know what meals they can order,
and what deals the company has that week. This will probably be targeted more
towards the local community and the businesses on Main Street.
Social Media - Same idea as website, but more targeted towards the college students.
Dealio - A great way to attract college students is to have deals going on every once
in a while. This will also help for the Great Harvest Bread Companys name to get out
there.
Punch Card - Create a punch card that will motivate customers to go to the store for
lunch by creating a reward system where the 10th sandwich is free. Customers,
especially students, will have an extra incentive to eat lunch at Great Harvest.
Rexburg Unplugged - In the fall the town closes part of W 2nd S down from Deseret
Bookstore to Kiwi Loco and brings in more local businesses and they set up booths.
They advertise it on campus, its purpose is to help get the students involved in the
community and let them know what businesses are there that they can go to. Most
companies that participate give out coupons and samples for people to try and it
brings in new customers. It is a great way for Great Harvest Bread Company to get
their name out, especially with the students.

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News Release

Great Harvest Bread Company

NEWS RELEASE
April 4, 2014
FOR IMMEDIATE RELEASE

19 E Main St, Rexburg, ID 83440

Contact Information:
Joana Ribeiro, Communication

Director

Office: (801) 859-4063

Email: joana-sousa07@hotmail.fr
GREAT HARVEST CELEBRATES ANNIVERSARY WITH THE VIKINGS
Bread Samples Handed Out by Thor the Viking

REXBURG, IdahoGreat Harvest Bread Co. celebrates its 10 anniversary on June 14, by holding
th

Write up a news release, or hire
a student to do so, to inform the public
of an event that you are having, such
as your 10-year anniversary party.
This is free to publish and does not
take long to create.

an all-day party at their location on Main Street. Thor the Viking, former local college mascot, will
be there handing out free samples of bread.
The Rexburg location opened its doors in June 2004 and has been providing freshly made
bread to the community ever since. To celebrate a decade in the college town, the company decided
to bring back Thor the Viking, the Brigham Young University-Idaho former mascot.
We feel like Thor really represents Rexburg, and he is a personality that students, as well as
locals, know and love, said Carlee White, Store Manager. He used to be the image of this town and
bringing him back strengthens the sense of belonging.
Great Harvest Bread Co. wants to rekindle the sense of community that Thor the Viking
brought to Rexburg when he was the official mascot. Great Harvest invited him to be the greeter at
their

-more-

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Posters

Create a poster to hand out to s

tudent apartments in Rexburg to
create awwarness for the store.

Great Harvest
Bread Co.

Find us on these social

media sites by searching:
@GHBCRexburg
or
#GHBCRexburg

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Website

Improve the website so that people can
know what meals they can order, and what deals
the company has that week.

15

Social Media: Facebook

Post at least twice a week

informing customers of weekly deals
and specials. Hold Facebook contests
that offer prizes of discounts to
winners.

16

Social Media: Twitter

Use Twitter as a way of continually

informing customers of deals and specials.
Tweet at least twice a day. Hold contests.

17

Social Media: Instagram

Post at least twice a day with deals and
specials. Use as a way to advertise products
with photographs to attract customers.
Hold contests.

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Dealio

Talk to Dealio and set up an
account sending out messages with
special deals that they have.

Punch Card
Great Harvest Bread Co.
Buy 9 sandwhiches and
get your 10th free!

Punch cards are a great way to
ensure customer fidelity. They will be
motivated to come back to the store if they
know that they are getting a free meal. You
should hand it out when they come for the
first time, that way they will be motivated
right of the bat.

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Rexburg Unplugged

Every year in the fall participate in Rexburg Unplugged with the
chamber of commerce. Local companies are able to have a booth and
promote their company at this event. This is an opportunity for Great
Harvest Bread Company to tell people, especially students about GHBC
and what they have to offer.

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Research Methods

The specific research approach we have involves asking students on campus
via face-to-face and email communication, asking citizens at grocery stores, and
even possibly going door-to-door to obtain as big a variety of a sample audience
as we can find. We will ask questions to obtain information involving the general
publics knowledge of Great Harvest, including their menu, location, hours, pricing,
offers, and other pertinent information.

We will also research how effective Dealio, the local farmers market, the
Scroll, the Post-Register, social media, websites, local radio, and handouts, etc. are
when applied to raise awareness and sales of a company.

We will research the effect these companies have had on other businesses by
contacting them as well as other businesses through email and phone to ensure they
were helpful.

In regards to students, we will target three specific areas. First, we will survey
the student housing complexes near Great Harvest. This is an important public to
access because of their close proximity to Great Harvest. They have greater potential
as consumers because they are within close walking distance of the shop. Second, we
will survey the student housing complexes that are generally more expensive. Great
Harvest is known to be a little bit more expensive, and targeting students who can
afford the menu pricing will be far more effective. Third, we will survey the Crossroads, where we can get a general finding of what the student body knows about
Great Harvest.

21

Research Methods

22

Time Chart

The research will begin in early February, but the majority of the plan will
occur in early May, when the farmers market begins in Rexburg.
May 2014

February 2014

START

Budget

Estimated Cost

Item
Flyer Printing

$50

Website Change

$100

Total:

$150

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Evaluation Plan

To measure if the program we should see and increase in customers
visiting the store and in awareness that grows in both the student community
and the local community of Rexburg.

Advertising Plan
M edia Mix: Scroll, Facebook, Dealio, Radio, website, Twitter,
and Instagram

A dvertising placement: campus, The Scroll, local posters, and

using the social media sites

F requency: Constant present out there, especially on Facebook

and other social media because it is free.

A udience: Locals, students, moms, and surrounding businesses

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Other Items to Consider

Targeted messages - Great Harvest Bread Co. is a great place to go and do
homework and get lunch. It has a relaxing and inviting environment that is
appealing to both students and families. Their bread and food is fantastic!
PR-specific collateral materials - Ads, Radio, online ads, text notifications,
and social media awareness.
Media contacts (news angle and any exclusivity agreements) - Dealio, Scroll
online
Internal announcement strategies/vehicles - Facebook page, social media in
general
Customer contacts/strategies - continue to include businesses surrounding
GHBC in recent deals and specials.
Regulatory contacts/strategies - Keep constant clients up to date with what is
happening in GHBC.
Timing - This will occur in the summer to take advantage of the farmers
market and good weather.

Events Plan

Great Harvest Bread Co. opened June
2004, this summer will be its tenth anniversary.
Our idea for an event is to have an anniversary
party where they could hand out free samples of
their different types of breads.

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