Proposal for Valentine’s Day Manly Cans

April 29, 2016

By: Emily Gregory and Melissa Stallbaumer

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Table of ContentsStatement of Opportunity . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2

Statement of Purpose . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2

Overall Goal . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3

Objectives, Strategies and Tactics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3-4

Objective One . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .3

Objective Two . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3-4

Objective Three . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .4

Evaluation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4

Execution Timeline . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .5

Proposed Budget . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5

Qualifications Page . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6

Appendices . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .8-10

Facebook Posts . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7

Radio PSA . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8

Flier . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9

Terms of Agreement . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .10

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Statement of OpportunityDuring the Valentine’s Day season stores are filled with plush teddy bears, heart-shaped boxes filled with chocolates, and big bouquets of roses. There are a wide variety of options when it comes to Valentine’s Day gifts for the female population. However, when it comes to Valentine’s Day, men are often forgotten.Manly Cans offers the perfect solution for individuals seeking a “manly” gift for their significant other during the Valentine’s Day season. The market is filled with gift options for women, however, the market has very few options for men. This gives Manly Cans the opportunity to become a front-runner in Valentine’s Day gifts for men. Statement of PurposeThe purpose of this campaign is to increase awareness for the Manly Cans company, and therefore to increase overall sales of Manly Cans. Manly Cans is fairly new to the market and the purpose of this campaign is expand the Manly Cans audience in Springfield, and across the country.

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Overall GoalThe overall goal of this campaign will focus specifically on increasing awareness and sales of Manly Cans for the Valentine’s Day holiday. The goal is to take advantage of the male market for the predominantly female targeted holiday of Valentine’s Day. By boosting awareness for Manly Cans during Valentine’s Day, the campaign will also work to boost overall awareness for the company. Objectives, Strategies, and TacticsObjective One:To increase awareness of Manly Cans by increasing their social media presence and online engagement with their target audience. Strategies:

● Manly Cans will utilize the Facebook page already in place for the company.

● Manly Cans will develop posts that encourage audience engagement. ● Manly Cans will reward audience engagement with a sample of the Manly

Cans product. Tactics:

● Manly Cans will post a campaign that encourages the audience to share a story about their “Worst Valentine’s Day Gift.”

● Manly Cans will publish the story submissions and open up voting for the “Worst Valentine’s Day Gift.” The post with the most “likes” for votes will win.

● The contest winner will receive their choice of one of the one gallon preloaded Manly Cans (Carnivore, Nut, Snackage Can, Techy, or Weekend Warrior).

Objective Two:To reach a larger audience for Manly Cans through a radio public service announcement. Strategies:

● A radio public service announcement will be sent to a local Springfield, MO station.

● The public service announcement will introduce the product, but also bring in the “Worst Valentine’s Day Gift” theme.

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● Introduce Manly Cans to radio personalities who are prominent figures in the community.

Tactics:

● Provide Alice 95.5, in Springfield, MO, with a 30 second radio public service announcement.

● Deliver a sample one gallon Manly Can with the radio public service announcement to allow the radio personalities to experience the product.

Objective Three:To increase exposure on the Valentine’s Day Manly Cans by reaching diverse audiences through the passing out of brochures/fliers. Strategies:

● Entice women and men to buy the Valentine’s Day themed Manly Can. ● Reach out to a variety of audiences with a traditional form of

communication. Tactics:

● Create an informational half-sheet that is visually appealing and encourages women and men to purchase a manly can for their special someone.

● Design the half-sheet to contain brief details about Manly Cans and promoting the Facebook Manly Can giveaway.

● Deliver the fliers to local organizations, businesses and college campuses.

EvaluationManly Cans will analyze the sales for the company to determine if the cost to giveaway two Manly Cans, print fliers and take time on the campaign was worth the profit gained. Manly Cans will also look at its interaction of Facebook, including its amount of followers, likes, shares and comments.

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Execution TimelineImportant Campaign Dates Day Task· Jan. 10 Have fliers printed and ready for distribution to community Jan. 15-24 Pass out the fliers to organizations in Springfield Jan. 25 Start Facebook promotion with Initial Post Jan. 30 Post a second time on Facebook previewing the giveaway Feb. 1 Open up the “worst gift” contest on Facebook through post Feb. 8 Share on Facebook that the contest is closed, voting begins Feb. 13 Announce the winner of the Manly Can Proposed Budget

Description Cost

2 one-gallon Manly Cans $80

Printing $100

Gas $150

Total $330

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Qualifications PageMelissa StallbaumerMelissa is a senior at Missouri State University. She will graduate in December 2016 with a Bachelor of Science in Public Relations with a minor in psychology, and an Undergraduate Certificate in Conflict and Dispute Resolution. She currently serves as the Student Specialist for Marketing and Service Hours for the Center for Community Engagement at Missouri State University. Additionally, Melissa is working as the Marketing and Public Relations Intern for Girls on the Run of Southwest Missouri. Through these positions, Melissa has gained experience in managing various social media accounts, writing press releases, developing newsletters, and designing promotional materials. She has experience with Constant Contact, MyEmma, HootSuite, InDesign, VideoPad, and Microsoft Office. Melissa’s commitment to pursuing the best work possible, and her experiences within the field of public relations has prepared her for a professional career.Emily GregoryEmily is from Nixa, MO, she is a senior majoring in Public Relations at Missouri State University. She is also pursuing a minor in Technical Writing. Emily has specialties using InDesign, Photoshop and Microsoft Office. She has also taken courses that have given her skills in the following areas: planning, researching, writing, editing, social networking and public speaking. Emily is currently the Public Relations Intern for Ozarks Food Harvest, The Food Bank for southwest, MO. She was hired in January 2015. During this internship she has gained experience in writing press releases, news stories for OFH’s newsletter and thank you letters to donors. She has also had the opportunity to design various sign and flyers using InDesign and Photoshop. This experience has taken her education to the next level by taking what she has learned in the classroom and applying it in the professional field.

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FACEBOOK MARKETING PLAN INITIAL POST

Oversized bears, heart-shaped boxes filled with assorted chocolates, and flowers in a hundred shades of pink—it is easy to tell that Valentine’s Day is quickly approaching. In all of the conversation hearts and flowers, where are the gifts for the men this Valentine’s Day? Manly Cans offers a wide variety of gift options from snack cans with jerky and pork rinds to handy cans with duct tape and pocket knives. Manly Cans has exactly what you need this Valentine’s Day to put an end to bad Valentine’s Day gifts. (Include link to website in post)

INTRODUCING THE CONTEST

This year, Manly Cans wants to put an end to bad Valentine’s Day gifts. Help us do this by sharing your worst Valentine’s Day gift experience. Starting February 1st, Manly Cans will start taking story submissions. Votes will be cast for the best story and the winner will receive a FREE one gallon Manly Can of your choice. With your help, we can put the Manly into Valentine’s Day. CONTEST START

The end to bad Valentine’s Day gifts begins today! Share your story by commenting on this post with a description of your worst Valentine’s Day gift. Tag your girlfriend, your spouse, or your friends, help us spread the word about how to end bad gift giving this year! Fix the problem and visit www.manlycans.com for this year’s Valentine’s Day gifts. (Pin this post to the top of the page for the remainder of the contest)REMINDER TO VOTE

Now is the time to vote for your favorite Valentine’s Day gift disaster story. Check out the post at the top of the page, read the stories, and vote for your favorite! Then be sure to check out the Manly Cans we have to offer this Valentine’s Day season by visiting the Manly Cans website at www.manlycans.com.

WINNING STORY

Congratulations (insert winner here), the winner of our put an end to bad Valentine’s Day gifts contest! We hope that you enjoy your Manly Can! Thank you to everyone who participated in helping us put an end to bad gift giving! (Include photograph of the can/winner)

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RADIO PUBLIC SERVICE ANNOUNCEMENT

Contact: Jeni HuelskampInfo@ManlyCans.net

417-587-3838

MANLY CANS: PUTTING AN END TO BAD VALENTINE’S DAY GIFTS

15 SECONDS

(ANNOUNCER): ARE YOU TIRED OF GETTING THE SHORT END OF THE STICK

EVERY YEAR ON VALENTINE’S DAY? HOW DOES JERKY, PORK RINDS, AND DUCT

TAPE SOUND? NOW THAT’S A MANLY GIFT. PUT AN END TO BAD VALENTINE’S

DAY GIFTS THIS YEAR WITH MANLY CANS.

30 SECONDS

(ANNOUNCER): HERE IS A QUESTIONS FOR ALL OF MY MEN OUT THERE, HAVE

YOU EVER GOTTEN A BAD VALENTINE’S DAY GIFT? IS THAT EVEN A QUESTION?

MANLY CANS, A LOCALLY OWNED COMPANY IN SPRINGFIELD IS AIMING TO FIX

THAT. MANLY CANS OFFERS A WIDE VARIETY OF OPTIONS FROM SNACK CANS

FILLED WITH PORK RINDS AND JERKY TO HANDYMAN CANS WITH POCKET

KNIVES AND DUCT TAPE. NOW THAT IS A GIFT FOR A MAN. MANLY CANS CAN BE

ORDERED ONLINE AT WWW.MANLYCANS.COM. SPREAD THE WORD THIS YEAR

AND PUT AN END TO BAD VALENTINE’S DAY GIFTS.

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Manly Cans Flier

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Terms of Agreement:This contract by and between the undersigned parties Ozarks Food Harvest and the Missouri State University communications consultant team comprised of Emily Gregory and Melissa Stallbaumer affirms the projects to be completed for Manly Cans as part of the course requirements for Com 439: Techniques and Cases in PR during the Spring 2016 semester at MSU. The consulting team agrees that all texts and materials shall be kept strictly confidential and shall not be used in any form by any team member. The team also agrees to provide Manly Cans with copies of all materials prepared throughout the course of the projects, which are outlined in the preceding proposal. All materials and ideas will be free to Manly Cans. Because we are students, all rights are given to Manly Cans to share with the public, through any outlets, and at any time, the materials discussed in this proposal.

Emily Gregory Date Melissa Stallbaumer Date