the team · qatar, singapore, south africa, thailand and united arab emirates. today there are more...

The Team...............................................................................................................................................................................

Introduction............................................................................................................................................................................

Secondary Research............................................................................................................................................................. Primary Research.................................................................................................................................................................

Key Publics............................................................................................................................................................................

Goals and Objectives............................................................................................................................................................

Strategic Programming.......................................................................................................................................................... Messages.................................................................................................................................................................. Tactics....................................................................................................................................................................... Coupon......................................................................................................................................................... Social Media................................................................................................................................................. Bus Advertisement........................................................................................................................................35 Fliers............................................................................................................................................................. Press Release............................................................................................................................................... Radio Advetisement...................................................................................................................................... Hot Chocolate Chiller Launch Event............................................................................................................. Timetable................................................................................................................................................................... Budget,ResourcesandStaffing............................................................................................................................... Evaluation.................................................................................................................................................................. Stewardship...............................................................................................................................................................

Snapshot of Communication Plan.........................................................................................................................................

Bibliography...........................................................................................................................................................................

Appendix............................................................................................................................................................................... Survey Questionnaire............................................................................................................................................... Survey Data Results.................................................................................................................................................

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Corby Herschman is a senior from Sarasota, Fla. majoring in public relations with a minor in organizational leadershipfornonprofits.Aftergraduation,CorbyhopestoworkasaprofessionalfundraiserandearnaMasters Degree in Business. She currently serves as the Communications Vice President for the Panhel-lenic Council and has been involved with Gator Growl, Dance Marathon, the University of Florida Founda-tion, Shands Hospital, UF Hillel and Public Relations Student Society of America. In her free time, Corby enjoystraveling,reading,snowboarding,skydivingandspendingtimewithfriendsandfamily.

Corby HerschmanAccount Executive

Rebecca Leibowitz is a senior Public Relations and Political Science dual major from Fort Lauderdale, Fla. She is a sister of Alpha Epsilon Phi and has been a captain for Dance Marathon at the University of Florida for two years. Rebecca has been interning at David Greenberg Communications, Inc., a Gainesville public relationsfirmforthepasttwoyears.Inhersparetime,Rebeccalikestraveling,relaxingwithfriendsandfamily, watching TV and being a nail polish connoisseur. When she graduates in May 2011, she hopes to workinMiamiatatravelandtourismpublicrelationsfirm.

Rebecca LeibowitzCreative Director 1

Lindsey Marmorstein, a Miami native, is a senior Public Relations major and Philosophy minor at the University of Florida. She is also the Vice President of Programming of the Delta Phi Epsilon sorority. Lindsey serves as a member of the Dean’s Student Advisory Council for the College of Journalism and Communications. In her free time, she enjoys spending time with family and friends.

Lindsey MarmorsteinCreative Director 2

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TaliaCadetisaseniormajoringinpublicrelations,andrecreation,parksandtourismattheUniversityofFlorida.Oncampus,CadetisinvolvedwiththeBlackStudentUnionandSAVANTLeadershipHonorary.SheworksatShandsattheUniversityofFloridaasacommunityrelationsinternandistheauthorofarelationshipblogatJAYEMagazine.Aftergraduation,CadethopestomovebacktoNewYork,whereshewas born and raised, Boston, Washington D.C. or Atlanta to pursue a career where she can apply both her public relations and event management educations. She enjoys listening to music, reading and comedy.

Talia CadetResearch Director

Cortney Whitlow is a fourth year public relations major and business administration minor from Palm Harbor, Fla. She plans to graduate from the University of Florida with a Bachelor of Science degree in May 2011. HercareergoalsaretopursueacareerinmediarelationsorcorporatecommunicationsandworkforaFortune 50 or Fortune 500 company. While at UF Cortney has been involved with Soulfest, the University Gospel Choir and Freshman Orientation. She enjoys volunteering in the community with her sorority, Delta Sigma Theta Sorority, Inc. and the Big Sister with the Big Brothers Big Sisters Program.

Cortney WhitlowCopy Director

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Red Mango is a worldwide frozen yogurt chain with more than 200 locations. Known for its relaxing atmosphere andsleekdesign,RedMangoalsosellsyogurtparfaits,smoothiesandprobioticteas.ItissettolaunchitsnewHotChocolate Chillers line nationally on Oct. 23, 2010. The frozen yogurt chain came to the United States in 2007 and theGainesville,Fla.location,Florida’sfirstandonlyRedMango,openedinMay2010.Gainesville’sRedMangois newest of seven frozen yogurt retailers in town. Red Mango is committed to providing quality products that are nutritious, ethically-made and environmentally-friendly, while promoting a healthy and holistic lifestyle. The company’s slogan, “Treat Yourself Well”, says it all.

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Organizational Background Red Mango, Inc. is a nationwide retailer of all natural nonfat frozen yogurt with a new franchise in Gainesville, Fla. The franchise, which opened in

May 2010, is owned and operated by Jon Austin and lets customers serve themselves and add their own toppings. Red Mango’s mission is “Treat Yourself

Well® with Red Mango’s all-natural nonfat frozen yogurt, smoothies, fruit parfaits, and probiotic iced teas.”

ChiefConceptOfficerandFounderofRedMangoDanielKimbroughtthecompanytoCaliforniain2006,afterfivesuccessfulyearsinSouthKorea.

According to a press release distributed by the company, “Red Mango operates more than 130 stores in major cities throughout South Korea and is the

largest retailer of the tart variety of nonfat frozen yogurt that has recently gained popularity in the United States. The company’s most unique differentiating

factor is its authenticity in creating a genuine nonfat frozen yogurt that is made with natural ingredients by licensed U.S. dairy manufacturers.”

Funding RedMangoisafor-profitcorporationthatreceivesitsrevenuefromthesaleofitsproducts.Eachfranchisehasitsownbudgetandexpenses.Red

MangoofGainesvilleisanewentityandAustinsaidheexpectsprofitstoincreaseafterthefirstyearofoperation.Becausefrozenyogurtisaninexpensive

and healthy treat, frozen yogurt retailers have been successful in Gainesville. There are four main frozen yogurt retailers in the area, and the majority of the

franchises opened in the past three years. According to an article in QSR Magazine, Kim stated that Red Mango had been actively franchising in 2009. “The

companyofferedanunusualfranchisingprogramthatofferedamoney-backguaranteetofranchiseswhoweren’tsatisfiedwiththeirinvestment,”Kimsaid.

“Nobodyhastakenituponitsoffer.”

Communications Analysis AccordingtotheRedMangowebsite,thecompanyclaimstobethe“PioneerofAllNaturalFrozenYogurt”andconsistentlystrivesto

standapartfromitscompetitorsbyappealingtothemore“active,healthconsciousconsumerwhowantstoeatwell,andlookandfeelgood”.

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Red Mango uses the clear and consistent message of Treat Yourself Well®, to reiterate the fact that the all-natural nonfat frozen yogurt is unique because

it is both nutritious and satisfying. Because about 75 percent of Red Mango customers are women, the company strives to ensure that its messages are

extremely clear because women tend to pay close attention to detail.

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“Wemakesureeverythingwedoistransparenttothecustomer–

ingredients,calories,nutrition–becausewomenreadlabels,”Kimsaid.

AccordingtotheRedMangoFacebookFanPage,RedMangohasan

image and reputation of being chic with its stylish and socially-engaging retail

environments. Red Mango stores a relaxing environment where customers can

feel rejuvenated and energized by eating a nutritious frozen treat.

“We put a real emphasis on design because we want to create an

environment people can immerse themselves into and relax, not just rush in

anout,”Kimsaid.“It’slikealoungemeetscoffeeshopmeetsfrozen-dessert

shop.”

TheRedMangostoreinGainesville,Fla.hasbeenworkingtopromote

the store and reinforce brand identity by hosting fundraiser events, inviting various bands play to play in the Mango Pit on Friday nights, offering in-store

promotionsandgivingcustomersthechancetowingiftcardsbypostinggamesontheFacebookpage.AccordingtoanarticleinTheGainesvilleSun,

OwnerBernadetteCastroforeseesRedMangobecomingthe“Starbucksofyogurt”.RedMangoofGainesvillecommunicateswithcustomersthroughvideos

anddiscussionsonFacebookinordertolearnaboutpreferencesandfeelingstowardsthestore.Thisisaneffectivewaytobuildbrandidentity,while

distributingmessagesandreceivingfeedback.KimnotedthatmoremoneywasspentonRedMango’sFacebookFanPagethantheRedMango

USAwebsite!Hebelievesthatastrongpublicrelationscampaignisakeyfactorinpromotingthecompany’sproductsandlifestyles.

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Red Mango has been nationally mentioned in advertisements and print articles in magazines and newspapers such as Allure, Celebrated Living, Life

andStyle,TheChicagoTribuneandUSAToday.RedMangohasalsoreceivedtelevisioncoverageonFOX,ABCandNBCaffiliatesinLosAngeles,Salt

LakeCityandLasVegas.Furthermore,theRedMangowebsitehasanextensivepressroompage.

Localpublicrelationseffortsincludementiononlocalradiostations,flyersdistributedatUniversity

of Florida and Santa Fe College campuses and the management and updates of social media sites

likeFacebookandTwitter.

Current Situation Although it’s fastest growing retailer of frozen yogurt and smoothies in the United States,

Red Mango can be considered the underdog in the “Froyo Wars”. According to an article in USA Today,

thistermisusedbyprintandbroadcastmediatodescribethefiercecompetitionbetweenretailersof

healthier,greenerfrozentreats.Inordertoraisebrandawarenessandidentification,RedMango

must rely on its unique and innovative products, mindset and experience to stand out amongst

direct and indirect competitors, and become a household name.

Development Over the course of nine years, Red Mango went from a Korean institution to an international brand. It started in South Korea as a frozen yogurt and

smoothieshopin2002.ThefirstU.S.RedMangoopenedinLosAngelesinJuly2007.StorescanalsobefoundinAustralia,Indonesia,Mexico,Philippines,

Qatar, Singapore, South Africa, Thailand and United Arab Emirates. Today there are more than 200 stores worldwide. The Gainesville location,

Florida’sfirstRedMango,openedupitsdoorsthisyear.Atanygiventime,RedMangoprovidesatleast12ofits22frozenyogurtflavors.

Someoftheflavors,suchasKeyLimePieandPumpkinSpice,areseasonal,whichprovidecustomerswithmorevarietyandappealtodifferenttastes.More

than20freshfruit,nut,grain,cereal,candyandsyruptoppingsareavailabletocustomersseekingtheutmostcustomization.RedMangoalsosellsparfaits,

smoothies,coffeeandprobioticteas.SomeproductspartnerupwithpopularfoodandbeveragebrandslikePOMandGhirardelli.InOctober,RedMango

is set to introduce their frozen hot chocolate beverages, Hot Chocolate Chillers, to its Gainesville store as an alternative to the tart yogurt taste. Red Mango,

inpartnershipwithGhirardelliChocolate,createdfivenewflavorstoappeasetoeveryconsumer’stastebuds:

“Thesemade-to-orderindulgentdrinksarelowincaloriesandmadewithGhirardellichocolate,”Kimsaid.

Anarticletitled,RedMangoReceives$12MillionInvestment,fromPRNewswire,thecompanyalsosecureda$12millioninvestmentfromaprivate

Dallas-basedequityfirm.ThemoneywillbeusedtodeveloptheRedMangobrand,storeconceptandglobalmanagement.

Current Position In the city of Gainesville, Fla., Red Mango is the newest and one of eleven frozen yogurt shops. Three TCBYs, three Mochis, two Yogaberrys, and

aLollicuparelocatedinthecity.Nationally,PinkberryisRedMangobiggestcompetitorwithmoreU.S.storelocations,twoextrayearsofexperienceanda

cult-likefollowing.Onalocalandnationallevel,RedMangoandotherfrozenyogurtretailersareinindirectcompetitionwithicecreamandsmoothieretailers

likeColdstoneCreameryandBen&Jerry’s.

Because it has been in Gainesville for less than four months, Red Mango is in a trial period with community members. Since the

• DarkChocolate

• Peppermint

• Strawberry

• Banana

• Strawberry banana

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Gainesville location is the only Red Mango franchise in Florida, residents are becoming acquainted with the brand, products and experience. Local lovers of

frozen yogurt are trying Red Mango and forming their opinions in relation to TCBY, Mochi, Yogaberry, D’Lites Emporium and Lollicup.

Red Mango’s effort to build relations with Gainesville residents cannot be ignored. For its June 19 grand opening, the company gave out

free frozen yogurt to customers and families, and local college students also enjoyed free games, giveaways and live music. Personalities from a local con-

temporary radio station, Kiss 105.3 FM, broadcasted live from the show.

Pitfalls The primary threat to the strengthening of the Red Mango brand in Gainesville is the community’s resistance to accept the company’s product and

lifestyle. Due to the frozen yogurt craze, target publics and the greater Gainesville community may have no desire to try Red Mango’s product and

experience because there are so many similar options in the area. Residents should be encouraged to try Red Mango, to decide if it will be their preferred

yogurt retailer or choose to support the competition.

Central Issue ThecentralissueinPRime’sproposedpublicrelationscampaignistomaketheRedMangobrandsynonymouswithhealthy,activeresponsible

lifestylesamongsttheresidentsandtargetpublicsofGainesville,Fla.RedMango’sproducts,services,practicesandexperiencemakescustomers

holistically feel good.

Direction Red Mango is new to Gainesville and the state of Florida, so building brand awareness and strengthening brand perception must be the

toppriorityincommunicationsefforts.StakeholdersmustequateRedMangowithahealthylifestyle,quality,sophisticationandsocial

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SWOT Analysis

Strengths• Varietyoffrozenyogurt-rotationof22flavors

• Spaciouslounge&studyarea,withWi-Fi

• Heavilyfocusedonproduc5nutrition-Nonfat,gluten-free,probiotic,kosherandall-

natural frozen yogurt

• Strong online and social media presence

• Loyalty Program - Club Mango

• Products go beyond frozen yogurt—parfaits, smoothies, Hot Chocolate Chillers

• Sophisticated,spacious,sleekandmodernatmosphere

• WeekendliveentertainmentinGainesvillestore(MangoPit)

Weaknesses• Lackoffreshfruit,dryandliquidtoppingsincomparisontocompetitors.

• Tart taste of its frozen yogurt.

• Only one location in Gainesville and greater Florida.

• Notlocated“intheface”nearUniversityofFloridacampusandtargetpublic,college-

age women.

Opportunities• Build male and family clientele

• Open up additional Gainesville and Florida locations

• Play up unique product features

• Communityoutreach(charities,sponsorship,etc.)

• Introductionofnon-yogurtproducts(i.e.salads,coffee,hotfoods,etc.)

Threats• Longevity of the frozen yogurt trend

• Saturationoffrozenyogurtretailersinaparticularmarket

• Recent opening to two more Mochis in Gainesville

• Non-frozenyogurtdessertretailersintroducinghealthier,greenerproducts(i.e.ice

cream,cupcakes)

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responsibility. The company must distinguish itself from already-established dessert retailers. One of the ways Red Mango is doing this is by releasing its line

of Hot Chocolate Chillers. Locally, Kim’s overall vision for a communications effort is having Gainesville residents and college students become familiar with

RedMango.NotonlywouldheliketoseeGainesville’spatronage,butanadaptationofhealthier,moreholisticlifestyles.Thislocalvisionisverymuchthe

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same as the company’s global vision.

Interpretation and Application Given Red Mango’s current situation, PRime must devise a

communication campaign that builds brand awareness in the city of Gainesville.

The campaign must promote a product and the accompanying mindset and

lifestyle, as well as distinguish Red Mango as the go-to for a nutritious, quality

product that prioritizes health, community and social responsibility. PRime must

examine Gainesville’s perception of Red Mango as well as residents’ attitudes

and habits in regard to frozen yogurt, eating, and health.

Following Red Mango’s clean and simply style, the campaign intends

to attract the target public through straightforward messaging. With the target public’s focus on health, the campaign will inform consumers of Red Mango’s

healthbenefitsandnutritionalfactsandreiteratetheideathatRedMangocanhelpthemmaintainabalancedandhealth-consciouslifestyle.PRimewill

establish an image for Red Mango that focuses on a consistent brand of all-natural yogurt that is nutritious yet tasty and available in a trendy, fun

atmosphere.

Overview

Inordertodevelopandimplementacampaignthatraisesawarenessandaction,researchmustbefocusedonfiveareas:

Method PRimePublicRelationsdecidedonQualtrics,anonlinefeedbacktool,toconductanonlinesurvey(seeAppendixA).Unlikeinterceptorin-person

surveys,convenientonlinesurveyallowsalargersamplesizetotakethesurveywithminimaltimeandresources.Datawouldalsobefoundorganizedin

oneplace.AccordingtoDanielKim,RedMango’sfounder,chiefconceptofficerandpresident,atypicalRedMangocustomerisan18to24-year-oldcollege

femalewhoisholisticandon-the-go.Anonlinesurveywouldbeconvenientforsaidcustomer.Sheiscomputersavvyandcantakethesurveywhenitsuits

her.

Consideringthefocusofthesurvey,the29-questionsurveywasdividedintofoursections.SectionI,questions1to11,askedaboutattitudesand

behavior in relation to frozen yogurt and frozen yogurt retailers. Section I also evaluated the awareness and favorites of Gainesville’s seven frozen yogurt

retailers.MostquestionsinSectionIweremultiplechoice.OnequestioninSectionIaskedparticipantstorankaseriesoffactorsthatinfluence

theirdecisiontopatronizeaparticularfrozenyogurtretailer.SectionIIofthequestionnaireaskedtwomultiplechoicequestionsabouteffective

waystocommunicatemessagesaboutlocalbusinesses.SectionIII,questions14to25,wereaseriesofLikertscalequestions(1-7range)

1. Discover attitudes and behaviors towards frozen yogurt and frozen yogurt retailers in general

2. Measure frozen yogurt and frozen yogurt preferences

3. Measure the awareness of Gainesville’s Red Mango and the other six Gainesville frozen yogurt retailers—D’Lites

Emporium, Freshens, Lollicup, Mochi, TCBY and Yogaberry

4. Discover effective means of communication and promotion

5. Evaluateattitudesandbehaviorsinregardstohealthandfitness,socialresponsibility,theenvironmentandpeers.

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askingthedegreetowhichparticipantsidentifiedwithstatementsabouthealthandfitness,socialresponsibility,theenvironmentandpeers.SectionIV

collects demographic information such as gender, age, race/ethnicity and highest level of education. A sample of survey questionnaire can be found in the

appendix.

PRime collected 106 valid and complete survey responses. Eight surveys were invalidated for incompletion. Participants were recruited by the use

ofstatusupdateonsocialnetworkingsiteslikeFacebookandTwitter.E-mailswerealsosenttovariousstudentorganizationsattheUniversityofFloridain

Gainesville. Data was collected between Sept. 29 and Oct. 6, 2010.

FindingsDemographic Information Althoughdemographicinformationwascollectedattheendofthesurvey,itisimportanttopaintthe“typical”surveyparticipantandrelateitbackto

thetargetaudience(seeAppendixB).AsseeninFigure1,87%ofthe106surveyparticipantswerefemale.Themajorityofparticipantswere21-years-old.

Theyoungestandoldestsurveyparticipantswere15-years-oldand23-years-old,respectively(Figure2).

Figure 1 Gender of Survey Participants Figure 2 Ages of Participants

Male:13%Female:87%

15yearsold:1%17yearsold:1%18yearsold:25%19yearsold:22%20yearsold:15%21yearsold:26%22yearsold:5%23yearsold:5%

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Sixty-onepercentofparticipantsidentifiedasWhite/Caucasian.Thirty-twopercentofparticipantsidentifiedasHispanic/LatinoandAsian/Pacific

Islander.OnepercentidentifiedasNativeAmerican.Oneparticipantindentifiedas“other”(Figure3).

Figure 3 Race/Ethnicity of Participants

Inretrospect,thequestionaskingthehighestlevelofeducationcouldhavebeenwordedbetter.Participantscouldeasilybeenconfusedbetweenthe

“High School Diploma or Equivalent”, “Some College”, “Associate’s Degree”, and “Bachelor’s Degree” options. Considering the groups we recruited, college-

agedstudents,itisconfidentthatthemajorityofsurveyparticipantsiscurrentlyincollegeorearnedacollegedegree.Sixty-threepercentofparticipantsdid

choosethe“SomeCollege”option(Figure4).Thedemographicinformationcollectedisin-linewiththetypicalRedMangocustomerillustratedbyKim.

Asian/PacificIslander:2%Black/African-American:30%Caucasian/White:58%

Hispanic/Latino:8%

NativeAmerican:1%

Other:1%

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Somehighschool:0%

High school diploma orequivalent:20%Somecollege:63%

Associate'sdegree:3%

Bachelor'sdegree:12%

Master'sdegree:1%

Professionaldegree:0%

Figure 4 Highest Level of Education of Participants

Attitudes, Preferences and Behaviors towards Frozen Yogurt and Frozen Yogurt Retailers PerFigure5,tasteisthefactortakenintothemostconsiderationwhenchoosingasnackordessert.Locationwasnotconsideredafactoratall.

Popularfrozenandchilledsnacksanddessertsamongparticipantswereicecream,frozenyogurtandsmoothies.

Healthy/nutritious and tasty were the two words most commonly associated with frozen yogurt. On average, participants frequented a frozen yogurt

retaileronetotwotimesperweek.Participantspreferredtheirfrozenyogurttohaveasweettasteopposedtotartandsour.Itwasalsocommonthat

participants would not visit a frozen yogurt retailer alone, but with a friend or group of friends.

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Figure 5 Factors in Choosing a Frozen/Chilled Snack/Dessert Retailer

Whenparticipantswereaskedtoranktenelementsthatarecommonanexpectedoffrozenyogurtretailers,therankingwasasfollowing:

WiththeexceptionofD’LitesEmporiumandLollicup,participantswererelativelyawareofallsevenofGainesville’sfrozenyogurtretailers.Ninety-seven

percent of participants were aware of Mochi, Gainesville’s leading frozen yogurt chain. Eighty-eight percent of participants were aware of Red Mango.

Eighty-six percent of participants were aware of Freshens, a campus frozen yogurt retailer. Respectively, seventy-nine percent and 73 percent

of participants were aware of TCBY and Yogaberry.

Cost:25%Location:0%Nutritionalvalue:13%Taste:57%Variety:4%

1. Taste

2. Amenities

3. Flavors

4. NutritionalValue

5. Atmosphere

6. Toppings

7. Location/Convenience

8. Cost

9. Discounts and Rewards/Loyalty Program

10. Self-service

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Although participants were aware of Gainesville’s frozen yogurt retailers, the percentages of participants that actually tried them were much lower.

NinetypercentofparticipantsactuallytriedMochi.Sixtyandfifty-sixpercentofparticipantsactuallytriedFreshensandTCBY,respectively.Thirty-eight

percentofparticipantsactuallytriedD’LitesEmporium.Thirty-fivepercentand31percentofparticipantshaveactuallytriedRedMangoandYogaberry,

respectively.

Whenaskedtochoosetheirfavoritefrozenyogurtretailer,fifty-eightpercentofparticipantschoseMochi.EighteenpercentchoseTCBY.Elevenper-

cent chose Red Mango. Seven percent and three percent chose Freshens and Yogaberry, respectively. Two percent chose D’Lites Emporium. One percent

choseLollicup(Figure6).

Figure 6 Favorite Gainesville Frozen Yogurt Retailer

0% 10% 20% 30% 40% 50% 60% 70%

D'Lites Emporium

Freshens

Lollicup

Mochi

Red Mango

TCBY

Yogaberry

Percentage

Froz

en Yo

gurt

Reta

iler

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Media and Marketing Preferences According to the survey, participants are most inclined to try new frozen yogurt product or retailer as a result of a free sample/product, reviews from

friends and peers, and discounts.

Themosteffectiveway,inorderofeffectiveness,tocommunicatethehappeningsoflocalbusinessesare:

Lifestyle Inregardstohealth,fitnessandnutrition,fifty-sevenparticipantsagreedtheyarephysicallyfit.Fifty-eightparticipantsagreedthathealthandfitness

areimportanttothem.Fifty-onepercentofparticipantsagreedthattheytakenutritionintoconsiderationwhenmakingdecisionsaboutfood.Forty-sixpercent

ofparticipantsagreedtheyfeelliketheyarebeinghealthconsciouswhenconsumingfrozenyogurt.Fifty-twopercentofparticipantsagreedtheyaremore

inclined to support a company, product or cause that promotes a healthy lifestyle.

Sixty-nine percent of participants said agreed they were personally socially responsible, socially conscious and charitable. Fifty-two percent of

participants agreed they were more inclined to support companies, products or causes that are socially responsible and charitable.

Fifty-four percent of participant agreed they were environmentally-friendly. Forty-seven percent were more inclined to support a company, product or

cause that is environmentally-friendly.

Fifty-threepercentofparticipantsagreedthattheirfriendsandpeersinfluencetheproductsandservicetheyuse,andcausesthey

support.

1. Facebook 6.BillboardAd/BusAd

2. CouponBook 7.TV/RadioCommercial

3. Fliers/Poster 8. Twitter

4. CampusNewspaper 9.LocalNewspaper

5. TextMessage 10.LocalTVNews

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Fortypercentofparticipantsneitheragreednordisagreedtheyliketouseproducts/servicesthatareconsideredhip,coolandtrendy.Twenty-five

percent and 27 percent of participants disagreed and agreed, respectively. Forty-two percent of participants neither agreed nor disagreed that they felt cool

when consuming frozen yogurt.

Interpretation and Application The target audience of the proposed campaign, and the demographic and psychographic information

indicated that the typical Red Mango customer and participant in this survey is a young, college-educated

female who is health-conscious, socially responsible, environmentally-friendly and friend-oriented. The

campaignmessagesneedtospeakdirectlytothem.Secondarymessagesthataredevelopedcanappeal

tothosewhodonotfitintothetargetaudience,buthavethepotentialtoidentifywithRedMango’sbrand

and products.

Since taste is more important than any other frozen yogurt attribute, an emphasis needs to be put on

qualityandorganicingredientsRedMangousesinits20plusflavors.Itisobviousthatsweetfrozenyogurtsare

morepopularthantartandsourfrozenyogurts.RedMangoisknownforitstart,“realistic”flavorandthismaypresenta

challenge.Thereisanopportunitytoplay-upRedMango’samenities,flavorsandnutritionalvalueandnewHotChocolateChillers.

Other frozen yogurt retailers are not the only threat to Red Mango. According to the survey, ice cream and smoothies are popular frozen/chilled

snacksanddesserts.Frozenyogurtcaneasilydistinguishitselffromicecreambecauseofnutritionalvalue.However,smoothiesaremoreofathreat

becauseitisseenasahealthiersnack/dessert.

Participantsarevisitingfrozenyogurtretailersonetotwotimesperweek.Campaignmessagesneedtoensurethatthosewhovisit

weeklycontinuetovisitweeklyandconvinceotherstovisitRedMangomorefrequently.

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Red Mango has been in Gainesville for a little less than 4 months, but awareness is relatively high. However, not as many participants have actually

triedRedMango.TacticsneedtohavepeoplegobeyondawarenessandgiveRedMangoatry.Thiswhereusingeffectivemeansofcommunicationlike

Facebookandcouponbookscanbeused.

RedMangowasthethirdmostpopularoftheGainesvillefrozenyogurtretailersBecomingequallycompetitivewithMochiwillbedifficult,beingthat

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Gainesville has three Mochi locations, and Mochi has been in town much

longer than Red Mango. Also, Mochi’s frozen yogurt has a sweeter taste. The

proposedcampaignmustputemphasisonwhateverMochilacks,suchasa

varietyofflavorsanddesserts.

If participants consider themselves health conscious, socially respon-

sible, environmentally-friendly and friend-oriented, and support organizations

that are also health conscious, socially responsible, environmentally-friendly

and friend-oriented, it is imperative that Red Mango become synonymous with

these characteristics. People are more inclined to support business they

identify with.

Red Mango also needs to be promoted as a place where friends can

socialize. Amenities and atmosphere must be emphasized. Tactics can promote special events or promotions that encourage groups of friends to frequent

theGainesvillestore.Ifaperson’sconsumptionisinfluencebyhisorherpeers,thiscanworkinRedMango’sadvantage.Intheory,onepersoncanbe

reachedbythecampaignandittrickledowntohisorherfriendsandpeers.

The proposed campaign targets college-aged women. Among characteristics shared by the target

areaheavyinvolvementincampuslifeandbusysociallives.Theyenjoystayingphysicallyfitandsee

themselvesbecomingbetterworldcitizens.Thereisstrongpersonalidentificationwiththebrandsthey

support. Plenty of discretionary income allows these women to patronize the business, products and

services they love very often.

Secondary publics for this campaign are college-aged men and families. Because college-aged

women will frequent the store, college-aged men will patronize the store. Families that visit the store are

veryclose-knitandusetheiroutingsasopportunitiestobondandhavefun.Thechildreninthesefamilies

are active and heavily involved in extracurricular activities such as ballet and soccer. Parents in these

familiesarethedecisionmakersandareconcernedwiththequalityofproductstheirchildrenconsume.

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Therearetwooverallgoalsofthecampaign,whichweredeterminedthroughtheanalysisoftheprimaryresearch.Thefirstistoincreasetheamount

of people who try Red Mango. There is a general awareness of Red Mango among survey participants, but few said they had tried Red Mango. In addition,

Red Mango was placed third among participants’ favorite frozen yogurt retailer at 11 percent. According to the primary research conducted, survey

Output Objectives:

• To distribute 500 two-for-one coupons to sororities and campus gyms by

Nov.15,2010.

• TodisplayanadforRedMangoontheRTSSororityRowbusfromNov.1to

Nov.30,2010.

• ToairaradioadonKISS105.3fromNov.1toNov.30,2010.

• TocreateaTwitteraccountforRedMangoFloridabyNov.1,2010.

respondentsclaimedtovisitafrozenyogurtretaileronetotwotimesperweek.PRimePublic

Relations believes that by enticing consumers to try Red Mango once, they will become repeat

customers, which will increase word-of-mouth promotion among friends.

The second goal is to increase awareness of Red Mango’s new product, Hot Chocolate

Chillers. According to the primary research, more than half of the survey participants said they

preferred sweet frozen yogurt to tart frozen yogurt. The Hot Chocolate Chillers are sweeter than

mostofRedMango’sfrozenyogurtflavorsandcoulddrawinagroupofpeoplewhohavenot

tried Red Mango because of this preference.

Inordertoachievethefirstaction-focusedgoal,thefollowingobjectiveshavebeen

established:

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Inordertoachievethesecondawareness-focusedgoal,thefollowingobjectiveshavebeenestablished:

Impact Objectives:

• Tohave150peopleusethetwo-for-onecouponsatRedMangobetweenNov.1andNov.30,2010.

• ToincreasetheamountofRedMangoFloridaFacebookfansby100peoplefromNov.1,2010toNov.30,2010.

• Toobtain50followersoftheRedMangoFloridaTwitteraccountbyNov.30,2010.

Output Objectives:

• Todistribute500fliersfeaturingtheHotChocolateChillerstosororitiesandcampusgymsbyOct.23,2010.

• To host a Hot Chocolate Chiller launch event on Oct. 23, 2010.

• To distribute a media release about the Hot Chocolate Chiller launch event to local media outlets including The Independent Florida

Alligator, the Gainesville Sun and TV20 by Oct. 20, 2010.

Impact Objectives:

• To have 50 people purchase a Hot Chocolate Chiller on Oct. 23, 2010.

• To have one article or television story published/aired about the Hot Chocolate Chillers by Oct. 25, 2010.

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PRime Public Relations has created a public relations campaign rooted in the theory of Management by Objectives. The tactics and messages are

designedspecificallytoachievethecampaign’soriginalgoalsandobjectives.Strategically,thecampaignhasimplementedrhetoric,slogans,factual

proposition and the dialogue model to ensure all tactics and messages are in line with the campaign objectives.

According to “Strategic Planning for Public Relations,” by Ronald D. Smith, the dialogue model “involves the deeply conscious interaction of two

parties in communication. It involved a sincere and competent attempt at mutual understanding.” The dialogue model will be a helpful strategy to the public

relations campaign because it will allow Red Mango to communicate directly with customers. Understanding customer desires and preferences through direct

communication will increase awareness and the number of people who try Red Mango products.

Smithstatesthatthedialoguemodelcreatesfourgoalsthatcanbeusefulforapublicrelationscampaign:

RedMangowillcommunicatewithitscurrentandpotentialcustomersthroughsocialmediaaccounts.Accordingtotheprimaryresearch,thekey

publicisveryreceptivetoFacebookandTwitter,whichcomplementsinstanttwo-waycommunicationeasilyandefficiently.

Thecampaignmessageswillbeformulatedusingtheideaofrhetoric.AccordingtoSmith,rhetoricis“theartofusingwordseffectivelyinspeaking

andwritingforthepurposeofinfluencing,persuadingorentertaining.”BecausetherearesomanycompetitorsintheGainesvillearea,RedMangoneedsits

messagestostandoutandbememorabletothekeypublic.ThemessagesshouldpersuadepotentialcustomerstotryRedMangoandfeelgoodabouttheir

choice to purchase Red Mango products. Red Mango’s current slogan, “Treat Yourself Well,” effectively combines the two concepts of health

and indulgence. According to Smith, a well-crafted slogan “can be quite effective, especially during the awareness phase of a strategic

communication campaign.”

1. To provide for an information exchange between individuals or groups

2. Tohelpcommunicationpartnersmakeresponsibleandpersonallyacceptabledecisions

3. To help revive the original vitality of a relationship

4. To foster a deep relationship that continues to unite communication partners ever more closely

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idea that the theme is a natural thought and that it should have a special place in their lifestyle. It is very calming, but yet gives them energy and it is different

than any other yogurt.

Thetagline,“Theyogurtyoulike,thewayyoulikeit,”impliesthatRedMangohaseverythingcustomersneedandmore.Itmeansthatpeoplecan

getatastysnackandunwindintheRedMangoatmospherewhileenjoyingtheirdesertanywaytheywant.Peopleshouldfeelasthoughtheyaretreated

withtheutmostcareandconcern.ThetruedecisionshouldbechoosingtovisitRedMangoandmakeapurchase.Oncetheymakethefirst

decision, the rest is easy because they choose how to create their frozen treat.

Similarly, all campaign messages will be factual propositions, which focus on provable evidence. Highlighting the all-natural ingredients and environ-

mentallyfriendlybusinessmodelarewaystoimprovepublicopinionofRedMango.Smithstates“factualclaimsareoftenlinkedwithcommunicationobjec-

tivesfocusedonawareness,whichseektoincreaseattentionorbuildgreaterunderstanding.”

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Messages PRime Public Relations created messages centered around two

primarygoalsofthecampaign:encouragingnewcustomerstotryRedMango

and increasing awareness of the newest product, the Hot Chocolate Chillers.

The messages are directed toward the target public of women ages 18-24

who are technologically savvy and health conscious. The messages are short,

directandtothepointtofitthe“on-the-go”andfast-pacedlifestyleofourtarget

public. They are memorable because they paint a picture of either the design

elements of a Red Mango store or a cup of Red Mango yogurt.

Theoverallcampaigntheme,“Relax.Revive.Rethink,”drawsthe

target public in, creating an aura that Red Mango is a part of them. It creates an

Themessagesarebothrationalandemotional.Thefirst,“Goodbyefrozenfruit…hellofreshfruit.RedMango:all-natural,”isrationalbecausewe

wantpeopletothinkabouttheirhealthandmakedecisionsaboutsweetsandtreatsthatwillnotdoadisservicetotheirbodyandoverallwellness.

Red Mango is an enticing alternative to other competitors who do not specialize in all-natural nonfat frozen yogurt. The second message, “Tasty and

Nutritious.Whatmorecouldyouaskfor?”isemotionalbecauseitelicitsaparticularmoodandfeeling.TheRedMangoexperienceisrelaxingand

comfortable.Thetargetaudienceshouldgetthatvibefromthemessagesandtheyshouldfeelempoweredtomakeastrongdecisionandenjoysomething

nutritious and satisfying.

ThemessageaboutFacebook,“Likeouryogurt.Likeourpage.VisitusonFacebook,”isusedtopromotetrafficandofferawayforpotential

customers to learn more information about Red Mango and receive an opportunity to win coupons and participate in polls and promotions.

Tactics For the campaign, PRime Public Relations has selected a set of diverse tactics to best reach our target audience. These tactics include coupons,

TwitterandFacebookpages,pressreleases,anRTSbusadvertisement,HotChocolateChillerlaunchevent,radioadvertisementandfliers.Thoughthe

tactics utilize different channels of communication, they are all designed to reach college-age, educated females in Gainesville who are interested in

maintaining healthy lifestyles. The target audience also is both socially and environmentally conscious and is friend oriented.

Coupons Inordertoincreasecustomertraffic,RedMangowillissuecoupons(seepage32).Becausethetargetaudienceisfriendoriented,thecouponswill

be “buy one, get one free,” to encourage customers and their friends to try Red Mango products. Also, the coupons will hopefully differentiate Red Mango

fromitslocalcompetition,likeMochi.Wellestablishedfrozenretailersdonotissuecouponsbecausethesefranchisesalreadyhaveasteady

clientele. Hopefully, customers will choose Red Mango because it will be a better value.

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Coupon

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Social Media TheuseofTwitterandFacebookpageswillbeessentialtothesuccessofthecampaignbecausethisisthecampaign’smainformoftwoway

communication(seebelowandpage34).ByallowingcustomerstointeractwithRedMangothroughtheuseofsocialnetworkingsites,RedMangocanre-

ceivevaluablefeedback.Duringtheprimaryresearchphaseofthecampaign,PrimePublicRelationsGrouplearnedthatthebestmediumtoreachthetarget

publicwasusingFacebook.Thepagewillincludelinkstocoupons,aswellasanyinformationaboutotherpromotionalitems.

Facebook

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Twitter

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Bus Advertisement OneofthecampaignsmostinterestingtacticsistheRTSbusadvertisement(seebelow).Becausefemalestudentsarethetargetpublic,abus

advertisement will hopefully convince students to try Red Mango. Furthermore, the Commuter Lot on the University of Florida campus is within one mile from

the Red Mango store. Seeing the advertisement before getting in the car might spur customers or potential customers to head to Red Mango. This tactic al-

lowsPrimePublicRelationstodesignandcreategraphicsthatdirectlytieintoRedMango’ssleek,trendyandenvironmentallyfriendlybrandimage.

Bus Advertisement

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>red mango

3333 SW 34th Street, Suite 1 Gainesville, FL 32608

Fliers OurfourthtacticisfliersthatfocusontheproductlaunchoftheHotChocolateChiller(seebelow).Theseflierswillprovidepeoplewithinformation

abouttheHotChocolateChiller,includingadetaileddescription,flavorsandcaloriecount.Theseflierswillbeplacedinpopularcampuslocationstohelp

spread awareness about the new product. The campus locations will be the best place to reach our target public.

Flier

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Press Release CreatingpressreleaseswillbeanotherimportanttacticbecausethiswillcauselocalmediatopromoteRedMango(seepage38).Manystudents

readTheIndependentFloridaAlligatorandotherlocalpapers.ThepressreleasewouldprovidelocalmediawithauniqueoutlookonRedMango,andthis

will help create a newsworthy article. Also, during the primary research phase, the survey respondents found local newspapers to be one of the most

effectiveformsofcommunicationforlocalbusinesses,likeRedMango.

Radio Advertisement Theradioadvertisementhasthelargestreachofanyofthetactics(seepage39).Atanygiventime,hundredofpeopletuneintopopularlocalradio

stations. These ads are useful because the majority of people listen to the radio while they are already in the car. People who are already in the car are more

likelytodrivetoRedMangoonimpulse.ThisisanimportantwayofreachingpotentialcustomerswhomaynothavetheinitialideatotryRedMango.

Hot Chocolate Chillers Launch Event TheHotChocolateChillerlauncheventoccurredonSaturday,October23anddefinitelyreachedthedesignatedtargetpublic(seepage40).Hot

ChocolateChillerswereofferedfor$1,andthestorewasfilledwithcollegeagedfemales,asexpected.Alocalradiostationhelpedhosttheeventand

promoted the entire event on the radio. This tactic helped draw new customers to the store and encouraged both new and old clients to try the new product.

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FOR IMMEDIATE RELEASE

REDMANGOFOUNDERCOMESTOGAINESVILLEOCT.23TOINTRODUCEHISNEWESTPRODUCT:HOTCHOCOLATECHILLERS

Sneak-previeweventatGainesvillestorewilloffer$1chillersandraisemoneyforMakeaWishFoundation

GAINESVILLE–(Oct.20,2010)–RedMangoFounderandChiefConceptOfficerDanKimiscomingtoGainesville,Fla.onSaturday,October23tointro-duce his newest product, Hot Chocolate Chillers, which will launch nationwide this month.

InasignaturesmoothierecipethatblendsGhirardellipremiumdarkchocolateandRedMango’sall-naturalnonfatyogurt,Kiminvitescustomerstoindulgethehealthywaythisholidayseason.RedMango’sHotChocolateChillersdelivertherichtasteofhotcocoawithouttheguilt,andareavailableinfiveflavor-fulvarieties:JustDarkChocolate,DarkChocolatewithStrawberries,DarkChocolatewithBanana,DarkChocolatewithStrawberriesandBanana,andPeppermintDarkChocolate.Aregular16-ounceservingislowinfat,kosher,richinprobiotics,andunder300calories.HotChocolateChillersarealsoagoodsourceofcalcium,andofferantioxidantslikeVitaminA&C,andthosenaturallyfoundindarkchocolate.

“GainesvilleisDan’sfirststoponhisHotChocolateChillerstouracrossAmerica,andthat’sahugecomplimenttoourincrediblecustomershereandthelove they have for Red Mango,” said Terri Keogh, franchise owner of the self-serve Red Mango store at 3333 SW 34th Street. “We’re planning our biggest celebration for the man behind our menu and one of the most exciting food introductions all year.”

InaspecialsneakprevieweventattheGainesvillestore,HotChocolateChillerswillbeofferedin16-ounceservingsforjust$1from11a.m.to1pm,and10percentofallsalesthatdaywillbedonatedtotheMakeaWishFoundation.ThecelebrationwillalsoincludealiveKISS105.3broadcast,freegiftsandprizes for guests, and a personal welcome from the man who has been changing the way America eats.

“We couldn’t pass up the opportunity to introduce something delicious for our Gainesville customers and help Dan meet his Florida fans while also doing something good for a charity that we love and support,” Keogh said.

As the creator of America’s fastest-growing yogurt and smoothies chain, Kim calls his newest smoothie one of the most decadent items on the menu that is sure to please Gainesville’s chocolate lovers and also deliver a healthy, all-natural experience.

“The Hot Chocolate Chiller is that perfect combination of a rich, creamy taste without the excessive calories,” Kim says of the recipe he has personally developed over the last few months.

Hot Chocolate Chillers will be available throughout the fall and winter seasons.

###

Press Release

38

Radio Advertisement

There’s a new guy comin’ to town, famous for creating a cool satisfying experience. It’sDanKim,thefounderofRedMango,theall-naturalfrozenyogurtandfreshfruitsmoothieplacethat’salltherageinLA,NewYork,andnowrighthereinGainesvilleon34thStreet,nexttoHooter’s! Dan’snewestcreation?“TheHotChocolateChiller!”Everythingyouloveabouthotchocolateexcepttheheat.On Saturday, October 23, buy a “Hot Chocolate Chiller” for just a dollar, meet Dan, win prizes, get a free T-Shirt, and a portion of allsalesforthedaygototheMake-a-WishFoundation.” RedMangofrozenyogurtisnonfat,100percentallnatural,glutenfree,probiotic,withnoartificialsweeteners.Choosefrom12rotatingdeliciousflavors,40freshtoppings,and20smoothiesmadewithfreshfruit(neverfrozenliketheotherguys). The “Hot Chocolate Chiller” celebration starts at 11 a.m. Saturday October 23rd. TheGatorsmaybeoff,butwe’reon!Socomechilloutwithournew“HotChocolateChiller.”RedMango:34thStreet,nexttoHooter’s in Gainesville!

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Hot Chocolate Chillers Launch Event

40

WeekofNov.1-7 WeekofNov.8-14 WeekofNov.15-21 WeekofNov.22-28 Nov.29-30

Create Red Mango Florida Twitter accountDistribute two-for-one coupons

Distribute two-for-one coupons

KISS 105.3 radio ad KISS 105.3 radio ad KISS 105.3 radio ad KISS 105.3 radio ad KISS 105.3 radio ad

Display RTS bus ad Display RTS bus ad Display RTS bus ad Display RTS bus ad Display RTS bus ad

Update social media accounts





Timetable ThepublicrelationscampaignforRedMangowilltakeplacefromOct.20,2010toNov.30,2010.Becausethecampaignhastwoprimarygoals,to

change behavior and increase awareness, the timeline for each goal is different. The behavior-changing goal to increase the amount of people who try Red

MangowilllastfromNov.1toNov.30,2010.TheawarenessgoalfortheHotChocolateChillerslaunchwilllastfromOct.20toOct.24,2010.

Goal One Timetable

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Goal TwoTimetable

TheobjectiveswillbeevaluatedonNov.1,Nov.15andDec.1,2010.

Oct. 20 Oct. 21 Oct. 22 Oct. 23 Oct. 24

Distribute Media Release/ invite media to event

Contact media outlets/invite media to event

Distributefliers Distributefliers Distributefliers Distributefliers

Plan for event Plan for event Plan for event Hot Chocolate Chillers launch event






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Budget, Resources and Staffing ThebudgetfortheRedMangopublicrelationscampaignwillbebasedlargelyaroundthetacticsused.Abreakdownofthebudget,resourcesand

staffingrequirementsforeachtacticisbelow.

Tactic Budget Resources Staffing Total CostCoupons Printing:500quarter-pagecolor

fliers,$75--Computer--InDesign(orsimilardesignprogram)

--Design:1staffmember(pro-fessional),2hours,totalof$100--Distribution:1staffmember(lower-level),3hours,totalof$30

$205

TwitterandFacebook N/A --Computer--Internet Connection

--Creation:1staffmember(professional),2hours,totalof$100--Maintenance:1staffmember(professional),2hoursperweek,4weeks,totalof$400

$500

Press Release N/A --Computer--Internet Connection

--Creation:1staffmember(professional),2hours,totalof$100

$100

RTS Bus Advertisement --Printing:112x24inchcolorposter, $40--AdvertisingFee:$100/week,4weeks,$400

--Computer--InDesign(orsimilardesignprogram)

--Creation:1staffmember(professional),2hours,totalof$100

$540

Hot Chocolate Chillers launch event

--Printing:500quarter-pagecolorfliers,$75--Balloons:$50

--Computer--InDesign(orsimilardesignprogram)

--Workingtheevent:3staffmembers(lowerlevel),13hours each, $10 per hour, total of $390

$515

Radio Ad --Advertisingfee:$500 --Computer--Audio recording equipment--Audio editing software

--Creation:1staffmember(pro-fessional),5hours,$250

$750

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Evaluation To evaluate the success of the objectives, Red Mango will rely on its employees to collect and record data appropriately. There will be many different

forms of evaluation for each goal, objective and tactic.

Goal 1: Increase the Amount of People who try Red Mango Both the impact and output objectives will be evaluated to the greatest extent possible on

Nov.1,Nov,15andDec.1,2010.PRimePublicRelationsbelievesthatcreatingamidpointfor

evaluationwillallowformoreflexibilitywhenworkingtowardachievingtheobjectives.

Over the course of the entire campaign, the number of Club Mango cards activated in the

Gainesville area will be measured online. An increase in the number of customers registering Club

Mango cards from Gainesville will indicate that new customers are trying Red Mango products

and could assist in determining the effectiveness of the campaign.

Output Objectives

The success of the output objectives, including distributing 500 two-for-one

coupons, posting a bus advertisement, creating a Twitter account and airing a radio commercial,

willbemeasuredaftertheircompletion.Forexample,when500fliersaredistributed,theobjective

will be successfully reached.

Impact Objectives

Red Mango employees and professional staff members will measure the success of the impact objectives. To determine if the coupon was an

effectivetactic,employeeswillcollectandsavethetwo-for-onecouponsusedbycustomersbetweenNov.1andNov.30.Thecouponswillbe

countedandif150ormorewereused,itcanbedeterminedthattheobjectivehasbeenmet.Similarly,thenumberofFacebookfansandTwitter

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followers can be easily determined by the end of the campaign just by logging on to the account.

Goal 2: Increase Awareness of Hot Chocolate ChillersOutput Objectives

Theoutputobjectivesforthesecondgoalwillalsobeeasytomeasure.Thesuccessofthethreeobjectives,distributingfliers,hostingalaunchevent

and creating a press release, can be measured upon the completion of these tactics.

Impact Objectives

Aswiththefirstgoal,RedMangoemployeeswillplayalargeroleinevaluatingthesuccessoftheimpactobjectives.Employeeswillkeepatallyof

thenumberofcustomerswhopurchaseaHotChocolateChilleronOct.23.Thiscanalsobedeterminedbylookingthroughtheday’sreceipts.Todetermine

whether or not a media outlet covered the launch event, PRime Public Relations will remain in contact with each media outlet and will set up a Google Alert

for “Red Mango of Gainesville.”

Stewardship Currently,RedMangopracticesstewardshipwithitscustomersthroughthe“ClubMango”program.UpontheirfirstvisittoRedMango,customers

receiveaClubMangocardthatallowsthemtocollectpoints,whichtheycantrackonline.CustomersmustactivatetheiraccountontheRedMangowebsite

andreceivefivedollarsforevery500pointstheyaccumulate.Thepointsystemisasfollows:

Through this reward system, Red Mango is able to get contact information for its clients and sends them e-mails once a month with

• 10 points per dollar spent at Red Mango

• 50 points for opening a Club Mango account online

• 50 points for referring a friend

• 500 points on the customer’s birthday

45

coupons and promotions in their area. According to Grunig’s Situational Theory of Publics, Club Mango ensures that Red Mango has the contact information

for the most active and aware publics.

Red Mango of Gainesville also sells Red Mango merchandise, including T-shirts, tote bags, hats and water bottles. If Red Mango

changed the structure of Club Mango, customers could exchange their points for Red Mango merchandise, which would increase visual awareness and

brand recognition in the community. Red Mango of Gainesville also has a policy that customers wearing Red Mango merchandise receive 10 percent off their

purchase,whichcouldworkasanotherstewardshipprogram.

TheRedMangoTwitterandFacebookaccountswillalsopromotestewardshipamongcustomers.Accordingtotheprimaryresearch,thetarget

publicisveryreceptivetobothcouponsandsocialmedia.ByofferingamonthlycouponexclusivelythroughFacebookorTwitter,RedMangocouldincrease

itscustomerbaseandincreaseawarenessthroughwordofmouth,retweetsandFacebook“likes.”Theeffectivenessofthisstewardshiptacticwouldbe

measured through the number of customers who use the online coupon.

PRime Public Relations believes that through strategic philanthropy and sponsorships, Red Mango can increase stewardship efforts and build

relationships with customers. According to Smith, strategic philanthropy “is part of the wider approach to corporate social responsibility in which organizations

realize that their success depends in part on the goodwill of the community and their perception as being a contributing member of this society.”

BeginningonOct.23,RedMangowillbeginhostingbenefitnightsforlocalorganizationsthatwanttoraisemoneyfornonprofitsandcharitiesinthe

Gainesvillecommunity.Onthe23rd,tenpercentoftheproceedsgeneratedfromtheHotChocolateChillerslauncheventwillbedonatedtotheMake-A-Wish

Foundation.ThesebenefitnightsaremutuallybeneficialforthecommunityandRedMango.Participatingorganizationswillpromotetheeventamongtheir

members,bringinginmore(andpotentiallynew)customerstoRedMangoandshowingthatitsupportscausesitscustomersareinvolvedwith.The

effectivenessofthisstewardshiptacticcouldbemeasuredbycountingtheamountofpeoplewhoattendthebenefitnightsandhowoftenorganizations

requestabenefitnightatRedMango.

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Snapshot of Red Mango’s Communications PlanDeveloped by: PRime Public Relations

Overview of client situation: PRime Public Relations’ client is Red Mango, a worldwide frozen yogurt chain that opened a new store in Gainesville, Fla. in May 2010. Red Mango sells frozen yogurt, parfaits, smoothies and iced teas. It directly competes with six other frozen yogurt retailers in Gainesville, and indirectly competes with 10 ice cream and gelato shops in the area. Red Mango’s slogan, “Treat Yourself Well” exemplifies its goal to maintain a nutritious, ethical and environmentally-friendly image. PRime Public Relations will be working with Red Mango to increase its overall awareness among Gainesville residents, while promoting its new product, Hot Chocolate Chillers.

Timing: The public relations campaign for Red Mango will take place from Oct. 20, 2010 to Nov. 30, 2010. Goal #1’s objectives will last from Nov. 1 to Nov. 30, 2010 and Goal #2’s objectives will last from Oct. 20 to Oct. 24, 2010.

Budget: The budget for the campaign will cost approximately $2,800. This will include physical labor, printing fees and supplies, advertising fees and decorations for the launch event.

Background: Red Mango originated in South Korea and in 2006 was brought to California. The Gainesville location, Florida’s first Red Mango, opened in May 2010.

Objectives: To build awareness among the target audience, while promoting Red Mango’s new product, Hot Chocolate Chillers.

Strengths: Red Mango has a variety of 22 flavors, a spacious lounge area, and free Wi-Fi . Its products are nonfat, gluten-free, probiotic, kosher and all-natural.

Comeptitors: Red Mango strives to separate itself from the seven other frozen yogurt retailers in the Gainesville area.

106 participants

Quantitative:Online survey that measured attitudes, behaviors and aware-ness of Red Mango.

Findings:• 98% of participants are aware of Red Mango, but only 35% have actually tried it.

• 73% of participants preferred sweet tasting frozen yogurt.

The key publics for our campaign are fe-males who attend the University of Florida, exercise regularly, visit their local frozen yogurt retailer one to two times a week, often with friends.

Goal #1: To increase the amount of people who try Red Mango.Impact Objectives: • Distribute 500 two-for- one coupons. • Display an ad for Red Mango on the RTS Sorority row bus. • Air a radio ad on KISS 105.3 for one month. • Create a Twitter account for Red Mango Florida.Output Objectives: • Have 150 people use the two-for-one coupons. • Increase the amount of Red Mango Florida Facebook fans by 100 people. • Obtain 50 followers of the Red Mango Florida Twitter account.

Goal #2: To increase awareness of Hot Chocolate Chillers. Impact Objectives: • Distribute 500 fliers featuring the Hot Chocolate Chillers. • Host a Hot Chocolate Chiller launch event on Oct. 23, 2010. • Distribute media release about the Hot Chocolate Chiller launch event to local media outlets.Output Objectives: • Have 50 people purchase a Hot Chocolate Chiller at the launch event. • Have one article published/broadcasted about the Hot Chocolate Chillers.

Through our primary research we found the Facebook, coupons and fliers/posters are the most reliable ways to contact the target audience. This information allowed us to create objectives that will effectively reach the target audience, and make our goals obtainable. In addition, the attitudes and behaviors findings showed that the target audience values nutrition and socially and environmentally responsible products. All of these findings will affect the way communication is disseminated and what the messages will say.

Theme: “Relax. Revive. Rethink.”

Tagline: “The yogurt you like, the way you like it.”

Messages for Goal #1: “Goodbye frozen fruit… hello fresh fruit. Red Mango: all-natural”

“Tasty and Nutritious. What more could you ask for?”

Message for Goal #2: “Sweet never tasted so good” is a really good saying.

Facebook traffic and awareness message: “Like our yogurt. Like our page. Visit us on Facebook”

• Twitter account• Facebook account• Radio ad• Bus advertisement• Two-for-one coupons• Product launch event• Media release• Fliers

Data necessary to complete the evaluation will be recorded by PRime Public Relations and Red Mango employees. PRime Public Relations will measure the impact of the bus advertisement, flier distribution, Facebook and Twitter accounts, media releases and radio commercial. The Red Mango employees are responsible for collecting and counting all coupons, keeping track of customers who attend the launch event and will assist in the evaluation of Facebook fans and Twitter followers. They will also maintain the Club Mango program and note of the number of customers that register.

Secondary research Primary research Key publics Goal(s) & Objectives Strategies Theme/Messages Tactics Timing/Budget Evaluationfindings findings

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Berry,E.(12Aug.2010).RedMangoReceives$12MillionInvestment.PRNewswire.RetrievedSeptember18,2010,from

http://www2.prnewswire.com/cgi-bin/stories.pl?ACCT=109&STORY=/www/story/08-12-2008/0004866104&EDATE=

Clark,A.(20March2010).FamiliarfacetoopenRedMangofrozenyogurtshop.TheGainesvilleSun.RetrievedSeptember18,2010,from

http://www.gainesville.com/article/20100320/ARTICLES/3201013?p=2&tc=pg

Horowitz,B.(26May2009).Frozenyogurt(fro-yo)warsheatupforthesummerseason.USAToday.RetrievedSeptember18,2010,from

http://www.usatoday.com/money/industries/food/2009-05-25-frozen-yogurt-froyo-growth_N.htm

Jett,T.(24March2010).RedMangotojoinlistofGainesvillefroyoshops.TheIndependentFloridaAlligator.RetrievedSeptember18,2010,from

http://www.alligator.org/news/local/article_cba2b830-3623-11df-9464-001cc4c03286.html

Kneiszel,J(1July2010).RedMango.QSRMagazine.RetrievedSeptember18,2010from

http://wwww.redmangofranchising.com/files/news/07-01-2010-Press_July_QSR.pdf

Marklein,M.(19October2005).Collegegendergapwidens:57%arewomen.USAToday.RetrievedSeptember19,2010,from

http://www.usatoday.com/news/education/2005-10-19-male-college-cover_x.htm

RedMango(2010).RedMango,Inc.FacebookFanPage.RetrievedSeptember15,2010fromhttp://www.facebook.com/redmango

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RedMangoFlorida(2010).RedMangoFloridaFacebookFanPage.RetrievedSeptember12,2010fromhttp://www.facebook.com/redmangoflorida

RedMango,Inc.(2010).RedMangoUSAWebsite.RetrievedSeptember18,2010,fromhttp://redmangousa.com

RedMango,Inc.(22March2010).RedMangotoopenupfirststoresinFlorida.RedMangoFranchisingWebsite.RetrievedSeptember18,2010,from

http://www.redmangofranchising.com/files/news/03-22-2010%20-%20Press%20-RED_MANGO_TO_OPEN_FIRST_STORES_IN_FLORIDA.pdf

Smith,R.(2005).“StrategicPlanningforPublicRelations.”SecondEdition.LawrenceErlbaumAssociates,Inc.,Publishers.Mahwah,NewJersey.

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Appendix A: Survey Questionnaire Thankyouforparticipatinginthissurvey.Yourtimeandhonestyisgreatlyappreciated!Yourvaluedinputwillbe

used towards the development of a real-life campaign for students enrolled in a Fall 2010 section of PUR4800, Public Relations

Campaigns, at the University of Florida.

Thissurveywillevaluateattitudesandlifestylesassociatedwithnew-agefoodtrendsandretailers.Itshouldtakenomore

than 15 minutes to complete.

If you have any questions, comments or concerns about this survey, please contact Talia Cadet, PRime Public Relations

Research Director, at [email protected].

Questions1-11askquestionsconcerningattitudesandbehaviorstowardsfrozenyogurt.Pleasereadthequestionsand

responses carefully.

1.Whenpurchasingasnack/dessertfromarestaurant,whatfactordoyoutakeintothemostconsideration?Chooseone.• Cost• Location• NutritionalValue• Taste• Variety/Options2.Doyouconsumefrozenorchilledsnacks/desserts?• Yes• No3.Ifyoudoconsumefrozenorchilledsnacks/desserts,whichones?Chooseallthatapply• FrozenYogurt• IceCream 53

• No8.Withone(1)beingmostimportantandten(10)beingleastimportant,rankthe following factors when choosing a frozen yogurt or frozen yogurt retailer._______Amenities(seating,Wi-Fi,parking)_______Atmosphere(decor,lighting,music)_______Cost_______DiscountsandLoyalty/RewardPrograms_______Flavors_______Location/Convenience_______NutritionalValue_______Self-service_______Taste_______Toppings9.WhichGainesville,Fla.frozenyogurtretailersareyouawareof?Chooseallthat apply.• D’LitesEmporium• Freshens• Lollicup• Mochi• RedMango• TCBY• Yogaberry• Noneoftheabove

• IcedCoffee/Tea• Milkshakes• Sherbet/Sorbet• Slushies• Smoothies• Noneoftheabove4.Whatword(s)/phrase(s)doyouassociatewithfrozenyogurt?Chooseuptothree.• Cool• Healthy/Nutritious• High-Quality• Tasty• Trendy5.Onaverage,howmanytimesperweekdoyoupurchase/consumefrozenyogurtorvisitafrozenyogurtretailer?• Never• 1-2Times• 3-4Times• 5-6Times• 7ormoreTimes6.Whatkindoftastedoyoupreferyourfrozenyogurttohave?Chooseone.• Sour• Sweet• Tart7. When visiting a frozen yogurt retailer do you usually go with a friend or groupoffriends?• Yes 54

12.Whatfactorwouldinfluenceyouthemosttotryanewfrozenyogurtorfrozenyogurtretailer?Chooseone.• Discount,saleorpromotion• Freeproduct/sample• Reviewsfromfriendsandpeers• Aprintadvertisement• Atelevisionorradioadvertisement• Anonlineadvertisement• Atextmessage13. What is the most effective medium to hear about local businesses, sales, promotionsandevents?Choosethree(3).• Billboard/BusAdvertisement• CampusNewspaper(i.e.TheAlligator)• CouponBook(i.e.GatorGreenbacks)• Facebook• FlyersorPosters• LocalNewsPaper(i.e.TheGainesvilleSun)• LocalTelevisionNews• TelevisionorRadioCommercial• TextMessage• Twitter

Questions 14-25 are a series of statements. Please read each statement carefully and choose the answer that corresponds with your degree to which you agree.

10. Which Gainesville, Fla. frozen yogurt retailers have you actually pur-chased/consumed?Chooseallthatapply.• D’LitesEmporium• Freshens• Lollicup• Mochi• RedMango• TCBY• Yogaberry• Noneoftheabove11.WhichGainesville,Fla.frozenyogurtretailerisyourfavorite?Chooseone.• D’LitesEmporium• Freshens• Lollicup• Mochi• RedMango• TCBY• Yogaberry• Noneoftheabove

Questions12-13askquestionsconcerningvariousoutletsaffectingyourhabits as a consumer. Please read the questions and responses carefully.

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14.Iconsidermyselftobehealthyandphysicallyfit.

StronglyDisagreeDisagreeNeitherAgreeNorDisagreeAgreeStronglyAgree

15.Healthandfitnessisveryimportanttome.


16.Itakenutritionintoconsiderationwhenmakingdecisionsaboutfood.


17.IfeellikeI’mbeinghealthconsciouswhenconsumingfrozenyogurt.


18. I’m more inclined to support companies, products and causes that promote a healthy lifestyle.


19. I consider myself socially conscious, socially responsible and charitable.


21. I consider myself environmentally conscious and friendly.


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22. I’m more inclined support companies, products and causes that are environmentally friendly.


23.Myfriendsandpeersinfluencetheproducts/servicesIuseandcausesIsupport.


24.Iliketouseproducts,servicesandcausesthatarehip,trendyandoverall“cool”.


25.Ifeelhip,trendyand“cool”whenconsumingfrozenyogurt?


Whatisyourgender?• Male• Female

Whatisyourage? Whatisyourrace/ethnicity?Chooseone.• Asian/PacificIslander• Black/African-American• Caucasian/White• Hispanic/Latino• NativeAmerican• Other

Whatisyourhighestlevelofeducation?Chooseone.• SomeHighSchool• HighSchoolDiplomaorEquivalent• SomeCollege• Associate’sDegree• Bachelor’sDegree• Master’sDegree• ProfessionalDegree(Law,medical,pharmacy,dentistry,etc.)• DoctorateDegree(Ph.D.orthelike)

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Appendix B: Survey Data Report

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