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400 E University Way, Ellensburg WA 98926 509-555-1234

Top Three Tools

We’ve chosen the top three tools that we feel will be most effect for promoting our client.

News releases are used to get information about a client to the media such as newspapers, televisions news, magazines, etc. A lot of the information that is in newspapers comes from new releases. News releases are a good tool because there aren’t an overwhelming amount of media to send them to. The Ellensburg/Kittitas areas that would be the most interested in the new storefront opening in Ellensburg don’t have as many media contacts as bigger cities and areas. With the smaller number of media contacts; it is easier to tailor the news releases to the specific medium.

Fact sheets are usually a part of a media kit and give additional information about the product or business. This is a good tool to use because many people may not know exactly what Chukar Cherries is. By giving the reporters a fact sheet, they can use it as a resource when they write their stories. It can be used as a “cheat sheet” for on air reporting so that the reporter can tailor their questions to better match what the business, product, or event is about. These can also be sent out if information about Chukar Cherries if needed.

We believe Facebook will be a very useful tool for us to promote Chukar Cherries. An older demographic who are trying to connect with old friends and distant family seem to be taking over Facebook. This is music to our ears, since our target audience is women ages 20-60.

Chukar currently has a Facebook page with 4,878 likes; and according to the page insights the most popular age group that has liked Chukar is ages 35-44. We plan to offer discounts to existing members who invite people to like the Chukar page. Also, our 5,000 like on Facebook will win one of our gift baskets. In addition, throughout the year we will offer giveaways and coupons for liking our page.

Ineffective Tactics

While there are several tools with potential to aid our client, there are also costly and needless tools. Two techniques we will not utilize are news conferences and media parties.

News conferences are for a quick spread of information. While we’d love for information about Chukar Cherries to reach people quickly, the information is not time sensitive. A news conference serves as a defensive or offensive device, and we feel a store opening would not require either.

A news conference would also require several media outlets to be present. Due to Ellensburg’s location, it may be hard for enough media to attend the conference. A news conference is used to get information to several media outlets, and Ellensburg only has a handful.

Location is also a factor in not hosting a media party. A media party is used to socialize with the media and familiarize them with the client. They can be extremely costly and the amount of media would not justify the costs.

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400 E University Way, Ellensburg WA 98926 509-555-1234

One solution is inviting local media to our public events. We plan to hold a wine party for community members before the grand opening of the storefront. By inviting a reporter from the Daily Record, we could excite our target audience and also pitch ideas to the media.

Potential Tools

Three tools that we feel could help promote Chukar are blogs, publicity photos, and utilizing our Twitter page.

Blogs were the first widespread application of social media, are still in great use today, and could be a great tool for Chukar Cherries. Chukar Cherries already has a blog which they post on a few times a month and it primarily consists of recipes made using Chukar products. It doesn’t receive many views, and even fewer comments. I think there is a more beneficial way for them to use a blog. Their blog could be used more as a way to connect and interact with their target audience. We would have Pam Montgomery write the blog, or someone portraying Pam, weekly about her daily life. She would discuss family, friends, and her hectic schedule while relating it all back to Chukar Cherries. It would still include fun recipes and news about what is going on throughout the company, but all from Pam’s perspective as a wife, mother, friend, and business owner. This would make it relatable to the daily duties of our target audience.

Publicity photos are most commonly used by publicists to promote their client, usually celebrities, in efforts to spark curiosity or interest in that person. This includes photos of them at award shows, magazine shoots, and other events of that nature. This tactic could be used in a way for Chukar Cherries as well. Since we plan to do volunteer work at food banks, participate in community events, and have a food drive, having publicity photos taken at all of these events would get the Chukar name out in the community as well as spark curiosity and interest in the new business in town taking large strides to be involved in the town.

Another effective tool Chukar Cherries has already used and we plan to keep using is their Twitter page. Twitter is wildly used by people of all ages, and a great place to get information out quickly. It’s also a great place for special offers and customer perks.

Chukar uses Twitter to promote new items, and showcase their specials. They also do giveaways and contests through their page. We plan on continuing to use the Twitter. Like the Facebook page we will offer our followers to invite new people and receive a discount. Chukar Cherries currently has 1,145 followers; we will offer our 2,000th follower a Chukar gift basket. We want to keep up on Chukar’s Twitter page so customers can stay ‘in the know’ about what’s going on with Chukar Cherries.

Goals

Our main objective is to familiarize locals about Chukar Cherries and inform them of the storefront opening. The target public we are aiming for are local women ages 20-60. We feel that women tend to be the primary shopper of the household; not just for groceries, but for gifts as well. To reach our goal target public we are covering all media; print, television, and radio.

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400 E University Way, Ellensburg WA 98926 509-555-1234

Media Contacts & Pitches

Jason Valentine- KAPP TV- jasonv@kvewtv.com Twitter: @JasonKAPPTVEW

Anchor Jason Valentine meets our team’s goals by showing people who we are, and what we have to offer. This will allow us to show people our products, and give them ideas on how to use them. Valentine’s segment reaches our target publics; many people start their day with the morning news. By airing between 5:00-7:00 a.m. we are reaching people watching before school, work, and before they start their day.

Jason Valentine part of the KVEW crew since 2005; he is currently an anchor and the weatherman on KAPP TV Good Morning Northwest. Aside from reporting the weather, Valentine hosts a cooking segment on GMNW called The Recipe Box. Here is an example of Valentine’s segment http://www.kapptv.com/recipe-box/. We believe Valentine will be interested in our pitch because it will showcase holiday themed cooking ideas, and encourage viewers to buy local and support the community.

For the segment we will have Pam Montgomery be interviewed, and show people how to cook a meal or a few dishes with Chukar products. The segment will take place in the KAPP TV studio. Aside from brining all of the ingredients and supplies needed to prepare the meal, we will bring a few other products from Chukar to show. The recipe(s) used, any additional information, and Chukar’s contact information will be provided as well.

Subject Line: Sizzling Holiday Recipes

Hi Jason,

My name is Hannah; my client Chukar Cherries is very excited to celebrate their 25th anniversary and grand opening of their Ellensburg storefront. As a fan of your segment, The Recipe Box, I know that you work very closely with Veronica Avella and Fiesta Foods to bring your viewers a new recipe every week. Since the holidays are approaching quickly, we would like to tie Chukar Cherries fruit salsas into one of the sizzling recipes.

We would like to offer you the opportunity to work with founder of Chukar Cherries, Pam Montgomery, to create a delicious holiday recipe using some of our products.

Would you be able to chat for 15 minutes in the next two weeks? I would love for you to meet Pam, and taste some of our delicious holiday treats. I look forward to hearing from you.

Thank you for your consideration,

Hannah KradenpothPink Ladies PR425.466.8932

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400 E University Way, Ellensburg WA 98926 509-555-1234

Kradenpoth@cwu.edu

Gayla Games- Valley Fresh Fare: KCTS 9; GaylaGVFF@KCTS.org

Gayla Games meets our team’s goals by providing a setting to showcase some of Chukar’s holiday recipes. In addition, viewers can will become more familiar with Chukar’s name and see some of the products they have to offer. Game’s show reaches our target public; most cooking shows are directed towards women.

Games hosts Valley Fresh Fare on KCTS 9. Once a month, Yakima area chefs come to showcase and create dishes featuring locally grown ingredients. Games is the co-creator and host of Valley Fresh Fare. We think Games will be interested in our pitch because her show focuses on local fresh ingredients and that is two big points in Chukar’s vision. Here is an episode of Games show http://kcts9.org/valley-fresh-fare/901-pasta.

For the interview/episode we will provide Pam Montgomery and all of the ingredients and supplies needed to create some holiday meals. The interview will take place on the KCTS Valley Fresh Fare set. In addition, we will provide a few gift baskets and other Chukar products so viewers can see what they have to offer. Recipes and contact information will also be given.

Subject Line: Delicious Spin on Holiday Treats

Hi Gayla,

My name is Hannah, I work with Pink Ladies PR; our client Chukar Cherries has some exciting upcoming events. This year marks the 25th anniversary of Chukar, and they will be opening up their Ellensburg storefront.

Having seen Valley Fresh Fare it occurred to me that Chukar Cherries may interest you. Your cooking show focuses on locally grown, fresh ingredients; both are something Chukar takes very seriously.

Many think that Chukar Cherries is just chocolate covered cherries, but they’re more than that. With fruits, nuts, and sauces, Chukar can spice up your favorite holiday classics. Since the holiday season is approaching quickly, we would like to offer you an exciting opportunity to have Pam Montgomery, founder of Chukar Cherries come and cook using their fresh and locally grown products.

Would you be able to chat for 15 minutes in the next week? We would love to send over a few Chukar gift baskets so you can try some of our products. I look forward to hearing from you.

Thank you for your consideration.

Hannah KradenpothPink Ladies PR425.466.8932

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400 E University Way, Ellensburg WA 98926 509-555-1234

Kradenpoth@cwu.edu