...Impact of PR for Chipotle John Moore Marketing 529 City University of Seattle Dr. Jean French February 23rd, 2014 Abstract The intention of this paper is to show the benefit that PR has had on the profitability, market success and financial performance of the organization Chipotle. Despite Chipotle being in business for 20 years, they have struggled to find their point of differentiation to market to their customers. In the last three years, Chipotle has used PR to communicate their mission statement and company focus of telling their story about what their mission “Food with Integrity” means and is all about. By focusing their efforts on communicating this story they have increased brand recognition, value and have lead to increased financial performance. Company Overview Chipotle was founded in Denver, Colorado in 1993. Their goal from the beginning was to use high-quality raw ingredients, with classic cooking methods and a distinctive interior design and friendly staff. They wanted to step themselves apart from other fast food restaurants and competitors like McDonald’s, KFC, Taco Bell and Pizza Hut and ended up creating their own category called “fast-casual” (Phillips, 2010). According to the company website they have always had this statement of “Food with Integrity” but they didn’t promote it or explain what it was all about. In 2010, they addressed this by making it their mission statement and what they place value on. Food with Integrity means to know...
Words: 1969 - Pages: 8
...PR Campaign-Kudler Fine Foods Bill Hussey MKT/438 October 31, 2011 Tammy Fernandez PR Campaign-Kudler Fine Foods As an organization Kudler Fine Foods is experiencing security issues associated with operating on the Internet. Learning Team A will act as the public relations team and will create and identify ways to address the issue. This paper will focus on the target audience for the public relations campaign, discuss ethical implications related to the public relation issues, develop a market research plan to support our PR campaign, analyze how the public relation campaign will affect the marketing function, and analyze the similarities and differences between proactive and reactive public relation. Organization’s Public Relations Issues Kudler Fine Foods is experiencing security issues associated with operating on the Internet. One Public Relations issue that Kudler’s is going to face is reassuring consumers the safety of their credit card information. Another issue is consumer privacy. The consumers will need reassuring that their home addresses were not accessed, keeping their privacy. When Kudler’s Internet was accessed, some of their accounts were gotten into. Kudler Fine Foods will have to reassure the company’s product providers that the information of the provider’s other consumers were not accessed because of to Kudler’s security issues. Both the consumers and the product providers will have to be reassured that safety has been taken to insure...
Words: 4024 - Pages: 17
...Running Head: STARBUCKS DELIVERY Starbucks Delivery Public Relations Campaign Anderson, J., McBride, T., Sandoval, M., & Waugh, J. University of Phoenix MKT/438 Public Relations Candice Steelman Starbucks Delivery Public Relations Campaign Introduction In such a competitive world it’s often crucial for a business to offer new services or products to keep the customer coming back. Starbucks is no different from any other business in the same industry. The need to to keep the market fresh is always there. Starbucks will introduce a new service of home or business deliver of there products. Before this product is introduced in the marketplace, areas such as business goals, public relations (PR) issues, use of SMART, identifying the targeted market, other publics that must be identified, ethical implications related to the PR issues, and a complete market research plan must be completed. With all these above areas identified and completed the chances of the new services success rate will go up. Business Goals After opening the first store in 1971, Starbucks Coffee Company has grown from a local Seattle market coffee and tea shop into an international phenomenon with more than 11,000 stores in all 50 of the United States and more than 4,400 in 43 other countries. Starbucks (2008) mission is “to establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles as we grow” (Mission Statement, para. 3). Starbucks...
Words: 1770 - Pages: 8
...Analysis Report Analysis Report PR Company PR Company Introduction: Good day this report lays out the goals we wish to achieve in the steps forward on accommodating the Indonesian culture we effect during the time of our detoured deliveries. Thomas Bartholomew has reported that our PR campaign will best be successful with a town feast that focus mainly with rice and Side dishes of meat, fish, eggs, and vegetables and a variety of condiments and sauces using chili peppers and other spices accompany rice. Mike Connors has suggested to play on the strengths of their history with commerce and make some deal to transport small amount of their trades. Mariam Diakite believes their focus on religion and their ritual Ramadan in the summer is a crucial aspect to be aware of for our drivers. Codie Basse Believes that their love for art can be a huge push for our campaign by pushing an art show. Background: This PR Campaign was set up by Anne Brown for the detrimental change to our delivery route. This change now effects nearby villages of the Indonesian culture base. Our efforts for this campaign is to build a relationship with the community that benefits both our organization and the community. Purposes: We need to be aware of the community during the Month of august and our drivers need to be train to respected their Ramadan (the month of fasting), Idul Fitri (the end of fasting), and the hajj (pilgrimage). Indonesia annually provides the greatest number of pilgrims...
Words: 817 - Pages: 4
...ABC PR AGENCY [Document subtitle] | Public Service Announcement (PSA) Campaign Plan For: Partex Group | ABC PR AGENCY [Document subtitle] | Public Service Announcement (PSA) Campaign Plan For: Partex Group | Course Code & Course Title: MSJ 11345 Created Private Media Term & Year : Fall 2016 Submitted To : Mohammad Shazzad Hossain Lecturer, MSJ Department Submitted By : Muctadir Imam – 131012032 Abdullah All Mamun - 131012056 Sadman Hasan – 131012073 Submission Date: 15th March, 2016 PSA Campaign Proposal CONDUCTED BY ABC PR Agency March 15, 2016 Please direct all of your questions or comments at Contact: 02-9554251 E-mail: abc.pr.agency@outlook.com Block: B; Road: 3; House: 73 2 no. Gulshan, Dhaka – 1212 March 15, 2016 To, The Chairman Partex Group 74 Bir Uttam A.K. Khandaker Sarak, Mohakhali C/A, Dhaka - 1212, Bangladesh. Phone: +8802 8822888 Fax: +880 2 8821888 E-mail: mailbox@partex.net Subject: Proposal for running a PSA campaign for the company Dear Sir, With the due respect we are introducing ourselves ABC PR is an integrated agency with offices in Gulshan, driven by 120 creative, smart and sassy brainiest. We have come to know that, this year your company declared five...
Words: 1624 - Pages: 7
...Introduction International Public Relations Campaigns are increasingly used by states, non-government organisations and multinational companies to achieve specific objectives, purposes or goals, especially to improve the situations, to exploit the target markets or to solve problems of the organizations. Theoretically, a PR campaign has been defined as a “concerted effort of an organization to build socially responsible relationships by achieving research-based goals through the application of communication strategies and the measurement of outcomes” (Kendall 1996, p.3). This paper examines the value of the modern-day IPR practice through a case study from an overwhelmingly successful IPR campaign ‘Best Job in the World’ sponsored by Tourism Queensland, Australia. Firstly, the research methodology will be introduced. Secondly, an introduction of the campaign will be sketched. In the third section of the paper, the analysis of the campaign is structured in three subitems with theoretical references. In the following section, a post-hoc evaluation tries to examine the case through a logical model. Lastly, by drawing from the previous analysis and evaluation, the paper exposes the findings in the values of modern-day IPR campaign. Research Methodology When considering what research methodology is appropriate and shall be adopted in the course of analyzing and evaluating this IPR campaign, it is important to understand the patterns and attributes of the study case. In view of...
Words: 4484 - Pages: 18
...Finals Amos Rolle BA460 Public Relations Professor Emily Hachman 4 January, 2015 Question 1 Imagine you have been hired to manage the PR function for a startup company specializing in environmental concerns and preservation. Develop a high level PR plan that will carry you through the first six months of the company’s launch. Keep in mind initial startup tasks that might include reaching out to key stakeholders or customers, or explaining the nature of your company to others. A – By definition, Public Relations (PR) is the deliberate, planned and sustained effort to establish and maintain mutual understanding between an organization and its publics. PR planning efforts determines the possible future course of actions for the company initiatives for maintaining PR. The below table details a plan of PR activities for the next six months of the company which is specialized in environmental concerns and preservation: |Month |Schedule PR Events |Target Public | |1st Month |Release Mission statement to Media/Press detailing the mission and goals of the |Community | | |company to the society. | | |2nd Month |Using electronic social media, the company information is included as a part...
Words: 1136 - Pages: 5
...relations (PR) have become a powerful tool that helps organizations distribute their message to the masses. Halliburton, a company dedicated to providing services to the energy industry, is one of the many companies that use PR to connect with their target audience. Although a great deal of creativity, effort, and other resources go into a website, the synergy it creates with other events, and its intent, the outcome of the message is not always the desired one. When disasters strike and the media magnify them, it takes a great deal of PR to restore a company’s image. This document will review Halliburton’s existing public relations strategies. It will also review alternative campaigns that will help them maneuver corporate citizenship and crisis management. Current PR Issues After carefully analyzing Halliburton’s website, its services, achievements, and plans, there is no doubt the company fiercely strives for high standards and settles for nothing but success. The company’s target audience is any organization in the services industry that requires drilling on the ground or underwater, and such. Recent press releases also show the company’s effort in creating jobs and thus promote their goodwill intentions. An interesting segment of Halliburton’s website segments ambitious plans to expand services labeled as challenges. Although the company’s target audience is not the typical Internet surfer, public opinion is as important as what market Halliburton’s campaign wants...
Words: 1835 - Pages: 8
...King's Horrible, Creepy Ad Campaign Isn't Working DEREK THOMPSONJUN 22 2009, 2:30 PM ET 0 inShare More To the surprise of nobody, Burger King's horrible, creepy advertisement campaign is not working, and the company finds itself falling further behind McDonald's according to just-released figures. This strikes a huge blow to the idea that what Americans want from their fast food joint is a Bobblehead King doll who sneaks into your bed, raps about square butts, and terrorizes you from outside your bedroom window. Yes, those were advertisements for hamburgers. In other words, thank you America, for compelling our elites to put the strategic back into strategic advertising. Gawker has been on this story for a while, and they point out that the advertisement firm in charge of creeping out the country was the award-winning team at Crispin Porter Bogusky. Unfortunately for BK and Crispin, they don't award marketshare at advertisement gatherings and in this most crucial category, the company is not keeping track: Between 2003 -- the year before Burger King hired Crispin as agency of record -- and 2008, Burger King's share of the burger-chain market fell to 14.2% from 15.6%, according to Technomic, while McDonald's share rose to 46.8% from 43.6%. McDonald's has posted average annual sales growth of 6.3% compared with BK's 2.9% gain during that period. McDonald's is a behemoth, so maybe catching up isn't possible, with or without a marketing campaign that seems designed to scare...
Words: 1253 - Pages: 6
...Professor John Polich JMC 370 31 October 2013 Perfect Raise Agency – one of the Best Choices on the Russian Public Relations Market Nowadays, there are numerous public relations agencies that help companies to differentiate themselves on the Russian market. Because of the large variety of choices, Russian people tend to have difficulties identifying the best options available on this market. With the help of this paper, I will try to convince the reader that despite its comparatively small size and relatively short work experience in the field of PR, Perfect Raise agency is among the best choices the Russian public relations market has to offer. The arguments in support of this statement will be built on the analysis of the company’s origins, its history, status, achievements, competitors, the market share and its relationship to the local government. In the concluding part of this paper I will elaborate on the reasons for which holding a position in this company seems to be attractive from my point of view. Despite of its extensive service record, “Perfect Raise is not considered to be a large agency” (Krasev 2-6). It is a relatively compact company that provides Russian people with an outstanding service in the field of public relations. The company was founded “as a sole proprietorship with the main source of funding coming from the dowry” (Kolesnikov 9-11). Its founder, Igor Maslennikov, positioned the company as a family business with him...
Words: 2856 - Pages: 12
...Research and evaluation go hand-in-hand as key features that contribute to any successful public relations efforts. Without them, public relations plans and activities would have no clear direction or guidance as to how to speak to their intended audiences. With the increase in organisations seeking justification for their PR spend; it is even more important for practitioners to demonstrate return on their investment through their own evaluation. Effective primary and secondary research, along with a commitment to ongoing evaluation is crucial to any public relations plan. It is important that both research and evaluation are always undertaken as it will ultimately provide a solid foundation and help to ensure the campaign is continually evolving, increasing the chances of its success. Research, an essential tool for any public relations campaign, assists with the gathering of information and opinions, contributing to the strategic plans ability to increase its efficiency, establish realistic goals and target the right market. With the main purpose of research being to find answers to the questions being asked, it enables the public relations practitioner to build theories that will assist in solving the problems they will face. Harold D. Lasswell, a political scientist, explained the questions every practitioner should ask, ‘who says what, to whom, how, with what effect’ (Lindenmann 2006, p. 3). If a practitioner can find answers to these questions, they will be in a better...
Words: 979 - Pages: 4
...Public Relations Campaign to Promote Women Participation in Sports in the United Arab Emirates Student’s Name: Affiliate University: Public Relations Campaign to Promote Women Participation in Sports in the United Arab Emirates March 2014 – March 2015 Presented to: The International Olympic Committee Prepared by: Executive Summary To: Sir/Madam… The Office of the International Olympics Committee, (IOC) Sub: An Awareness Campaign Aimed At The Promotion Of Participation Of Women In Sport In the recent past, there has been gender alienation when it comes to the participatory demesnes in the recreation and sporting activities in general. The minimal women participation has become a focal point that has raised various discussions within the various sporting bodies. This campaign, therefore, is geared towards the promotion of participation in sports by young girls, women and the female gender in general. It further encourages the specialization by the identified targeted groups; women and young girls, in their respective fields of choice as dictated by their talents. Several meetings had already been programmed to commence in the month of March 2014, with an aim of the actual campaign running from June. In the reaching out to the various groups of people, and the target groups, several methodologies have been anticipated as a means of communicating to them. These, amongst others, include: activities of media relations, for instance, releases of press, features as well as interviews;...
Words: 5670 - Pages: 23
...This case is based in the 90’s era when BMW decided to reinvigorate its sales and brand, make the BMW brand global and penetrate into the US market. The key challenges that lie in front of James McDowell, VP Marketing at BMW (NA) to launch a Phase II program for BMW Z3 Roadster are: a. Design a marketing campaign to create a sustained product excitement, continuing what was generated from Z3 Phase I program, until product is available at dealer stores b. Attract consumers based only the demand that can be met with production c. Choosing between Non-Traditional and Traditional media 1. Was the Z3 Phase I launch successful? In order to understand whether Z3 Phase 1 launch was successful, we need to look at different pieces TG, Objective, Creative Strategy, tactics and end-result first and then combine them to view the holistic success. Target Group and its need: NA consumer who is Luxury/Performance driven, has lover of life mindset and propensity to seek unique expression of individuality. Further he/she is looking for ultimate driving machine that provides excitement similar to what can be derived from driving a motorbike. Includes everyone from aspirational GenX to nostalgic baby boomers. For this target group, the communication objective of the Z3 Phase 1 Launch were as follows: a. Get people talking and excited about BMW Z3 in the context of American culture b. Stimulate the dealer network c. Build an order bank to enable the Spartanburg plant to build specification...
Words: 1397 - Pages: 6
...I think in case 3-2, an adequate background is given on the significance of the 2008 Save-A-Landmark campaign generated by Hampton hotels. The only thing I found tough to understand was the extensive history and why and how Hampton decided to begin this massive, yet important campaign. The major reason for conducting this campaign was to help preserve national sites honoring important people and moments in American history so they could be properly celebrated. The program seemed to be very proactive in the way that they started in 2000 and have been conducting surveys to see what landmarks they should be focused on and also timing up their refurbishment of the National Civil rights Museum 40 years after Martin Luther King’s assassination....
Words: 1011 - Pages: 5
...lacked otherwise. But everything is not hunky-dory; celebrities are after all mere mortals made of flesh and blood like us. If a celebrity can aggrandize the merits of a brand, he or she can also exacerbate the image of a brand. If I may take the liberty of rephrasing Aristotle’s quote on anger, “Any brand can get a celebrity. That is easy. But getting a celebrity consistent with the right brand, to the right degree, at the right time, for the right purpose and in the right way... that is not easy.” Celebrity endorsements are impelled by virtue of the following motives: Instant Brand Awareness and Recall. Celebrity values define, and refresh the brand image. Celebrities add new dimensions to the brand image. Instant credibility or aspiration PR coverage. Lack of ideas. Convincing clients. The scope of a celebrity on the incumbent brand: Simply stating, a brand is a differentiated product and helps in identifying your product and making it stand out due to its name, design, style, symbol, color combination, or usually a mix of all these....
Words: 2686 - Pages: 11
