CHOBANI FOOD TRUCK

FAMILY REUNION

VALERIA CHAOMADISON PARKS

ETHAN PARRYCAMIE WRAY

COMMS 421 DECEMBER 10, 2014DR. WILSON

TABLE OF CONTENTS GOALS & OBJECTIVES..................................................................3

BIG IDEA: CHOBANI IS FAMILY..................................................3

TARGET AUDIENCES..................................................................4-6

APPENDICES: CAMPAIGN TACTICS & VISUALS

NEWS RELEASE.............................................APPENDIX A

DIRECT MAIL PACKAGE............................APPENDIX B

EVENT POSTER.............................................APPENDIX C

YOUTUBE VIDEO.........................................APPENDIX D

EVENT WEBSITE.............................................APPENDIX E

GOAL: Restore Chobani’s reputation by being seen again as the highest-quality Greek yogurt producer in America.

OBJECTIVES:1. By Sept. 30, 2015, improve internal communications among Chobani’s top-level executives by 30 percent.2. By Sept. 30, 2015, increase blog followers by 30 percent. 3. By Sept. 30, 2015, increase positive Facebook comments left on our posts by 40 percent.4. By Sept. 30, 2015, increase Twitter re-tweets by 30 percent. 5. By Sept. 30, 2015, increase number of partnering retailers by 10 percent.

GOAL & OBJECTIVES

WHAT’S THE BIG IDEA? By making sure everyone feels like they are part of the family, Chobani is having a family reunion to re-kindle that love every family should have.

THE STRATEGY WE PROPOSEChobani is holding a special event, the family reunion, to make everyone feel like they are part of the family. We want everyone to feel loved and happy as a member of the Chobani family.

OVERARCHING MESSAGEChobani is having a family reunion. Consider this your formal invitation.

TANGIBLE REPRESENTATIONChobani will host a Chobani Family Reunion Tour. To accomplish this, a Chobani food truck will travel around the United States to different cities (New York City, Chicago, San Francisco, Boston, Denver, Austin, Seattle, Provo). We chose these cities because they are highly populated, which means more people can participate. In each city, the truck will visit a local “family friendly” spot and a local grocery store/retailer that sells Chobani. There will be games, free yogurt, music and contests at each stop. We want this to feel like a real family reunion. Everyone in the family is invited, even babies and grandparents. It will be a fun and relaxing atmosphere for some quality family bonding time.

CHOBANI IS FAMILY

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TARGET AUDIENCE

DEMOGRAPHICS & PSYCHOGRAPHICSDemographics: Top-Level Chobani Executives are established in their careers. They are between the ages 40-65 and consist of both mend and women. Top-level Chobani executives are located in Norwich, New York where Chobani’s headquarters is. They have children and families.

Psychographics: Some of the motivating self-interests of top-level Chobani executives are making Chobani the best Greek yogurt company, providing for their families and advancing in their careers.

CURRENT RELATIONSHIP WITH CHOBANITop-level Chobani executives are the cheerleaders of the Chobani team. They have a great relationship with the company since they are the ones running it. However, throughout the “tainted yogurt” issue, it became evident that top-level Chobani execu-tives did not have the right communication skills set in place. By being targeted as a key public, top-level Chobani executives will be trained so that if there is ever a PR crisis again, a protocol will come into place that allows for all messages throughout each tier of the company will be the same—starting from the executive level.

OBJECTIVES TIED TO TOP LEVEL EXECUTIVESBy Sept. 30, 2015, improve internal communications among Chobani’s top-level executives by 30 percent.

MOTIVATING SELF INTERESTSMotivating self-interests of top-level Chobani executives include increasing the number of sales and revenue for Chobani Greek Yogurt and expanding the company. They may also be interested in promotions in the company. Lastly, providing for their fami-lies motivates them.

THIRD PARTY OPINION LEADERSMany groups affect top-level Chobani executives. Some third-party opinion leaders involve financial advisors, Chobani custom-ers, lower Chobani employees, the media, Chobani retailers and their families.

VIABLE COMMUNICATION CHANNELS- Email- Face-to-face meetings- Social media

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TOP-LEVEL CHOBANI EXECUTIVES

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DEMOGRAPHICS & PSYCHOGRAPHICSDemographics: These are mothers who have young families and are the main decision makers over groceries and meals for the family. They consist of women ages 20-35 that have children and are married. They live throughout the United States.

Psychographics: Mothers of young families are trying to make healthy food choices for their families. They want their children and spouses to have the best health advantages when it comes to food.

CURRENT RELATIONSHIP WITH CHOBANIMothers of young families were not impressed with Chobani yogurt after their PR crisis. These mothers who purchase Chobani Greek yogurt for their families went to social media and other similar outlets to express their rage on how inconsistent Chobani’s messaging was. Mothers currently do not have a good relationship with Chobani Greek yogurt, even though they once did.

OBJECTIVES TIED TO TOP LEVEL EXECUTIVES- By Sept. 30, 2015, increase blog followers by 30 percent.- By Sept. 30, 2015, increase positive Facebook comments left on our posts by 40 percent.- By Sept. 30, 2015, increase Twitter re-tweets by 30 percent.

MOTIVATING SELF INTERESTSMothers of young families want their children to eat healthy. They are looking for food that tastes good, yet will be nutritious. They are most likely under a budget and are looking for less expensive health foods. Their schedules are busy with trying to be a homemaker, work, and raise children, so they look for food options that are quick.

THIRD PARTY OPINION LEADERSChildren are a third-party opinion leader for mother of young families along with friends, family, spouses and the media.

VIABLE COMMUNICATION CHANNELS- Social media- Email- Direct Mail- Television- Face-to-face meetings (at events)

MOTHERS OF YOUNG FAMILIESTARGET AUDIENCE

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DEMOGRAPHICS & PSYCHOGRAPHICSDemographics: They are scattered throughout the nation. These retailers have cold sections in their stores that can house cold products like Chobani Greek yogurt. The age range of retailers consists of 20-65.

Psychographics: Retailers are striving to generate sales throughout their stores. They retail products that they know will sell and bring in revenue.

CURRENT RELATIONSHIP WITH CHOBANIRetailers who sell Chobani products once had a good enough relationship with Chobani Greek yogurt to put it on their shelves, but after the “tainted yogurt” crisis, that relationship has weakened. Many unhappy Chobani customers who had purchased tainted yogurt blamed retailers for the bad yogurt, thus making retailers frustrated with Chobani Greek yogurt.

After Chobani Greek yogurt distributed free Chobani vouchers to unhappy customers who had purchased tainted yogurt, not all retailers could accept the vouchers. Once again, customers were taking their anger out on retailers, when the problem resided with Chobani Greek yogurt.

OBJECTIVES TIED TO TOP LEVEL EXECUTIVESBy Sept. 30, 2015, increase numbers of partnering retailers by 10 percent

MOTIVATING SELF INTERESTSRetailers want their stores to stay in business so they shelf products that are guaranteed to sell. They want high ratings so they strive to do what is best to please the customer.

THIRD PARTY OPINION LEADERSTheir customers, financial advisors, the media and grocery store employees influence retailers who sell Chobani products.

VIABLE COMMUNICATION CHANNELS- Direct Mail- Email- Social Media- Face-to-face meetings

CHOBANI RETAILERSTARGET AUDIENCE

APPENDICES OVERVIEW

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PRESS RELEASETo announce the nationwide Food Truck Family Reunion, a standard press release will be distributed nationwide to media outlets.

DIRECT MAIL PACKAGEIn an effort to reach mothers in each city, we will send direct mail packages to them. These packages will have a fun, colorful tone and will include RSVP cards so that it feels like they’re being invited to a party.

EVENT POSTERTo promote the event in local venues and stores, posters will be placed throughout the city where families often go (city gyms, parks, near schools, etc.)

YOUTUBE VIDEOThis video will serve as a teaser to the event and help viewers see that Chobani is an extension of viewers’ families.

EVENT WEBSITEThe website will serve as the go-to information hub for updates and details about the reunions in each city.

CHOBANI ;;GREEK YOGURT

CHOBANI ANNOUNCES FIRST-EVER CHOBANI FAMILY REUNION TOUR

NEW BERLIN, New York, (Sept. 23, 2014) – Chobani, LLC, maker of America’s No. 1-selling Greek yogurt brand, Wednesday announced the solution to family summertime boredom, the 2015 Chobani Family Reunion Tour.

Chobani will start its Family Reunion Tour in New York City, New York, June 23. The Chobani Family Reunion truck will be giving out free product samples, hosting Chobani-inspired cooking demonstrations and giving away prizes.

“We are excited to launch our Chobani Family Re-union Tour next summer,” said Founder and CEO of Chobani, Hamdi Ulukaya. “Our goal with these tours is to bring families together and share our great prod-ucts with them. However, more importantly, we want to help families recognize that they are also a part of the Chobani family and are the very reason for our success.”

During the Chobani Family Reunion Tour, families will be encouraged to join in the social media conversation by using the hashtag #ChobaniFamilyReunion. The families with the most awkward family photo with Chobani yogurt, will win a free Chobani for a year. Winners will be selected based on the number of likes that the image receives on social media.

The Chobani Family Reunion Tour will visit multiple cities during its nationwide tour including Chicago, Boston, Denver, Dallas, San Francisco, Dallas, Seattle and Provo, Utah. For additional information about the Chobani Family Reunion Tour schedule, please visit www.chobani.com/familyreunion or www.facebook.com/thechobanifamilyreunion.

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About ChobaniMaker of America’s No. 1–selling Greek yogurt brand, Chobani was founded on the belief that people have great taste — they just need great options. Chobani produces high-quality authentic strained Greek yogurt. Chobani products are available in the U.S., Australia and countries in Asia and Latin America. For more information, please visit www.chobani.com.

FOR IMMEDIATE RELEASE

Media Contact:Ethan Parryethanp@chobani.com801-111-1234 ext. 565

Chobani will share free product samples, host Chobani-inspired cooking demonstrations and give away prizes as a part of its summer 2015 Chobani Family Reunion Tour.

CHOBANI ;;;;GREEK YOGURT147 State Highway 320Norwich, NY 13815United States

You’re invited to Austin’s first-ever Chobani Food Truck Family Reunion Dear Friend,

Chobani is starting a new tradition, nationwide. In just a few weeks The Chobani Food Truck will be stopping in Austin on its First-ever Family Reunion Tour, and you are invited! Bring your kids, your husband or wife, neighbors, friends and furry friends if you wish. Free Chobani yogurt with people you love, what more could you ask for?

With all the technology and fuss of today’s fast-paced world, it can be hard to find the time to just hit the pause button and take in all the goodness this life has to offer. Frankly, we’ve had enough.

In the latest HomeAway Family Reunion Survey, only 29 percent of participants had attended a family reunion in the past two years. Isn’t it time we get together again? We want this reunion to be nothing more than an excuse to gather your friends and loved ones, learn new recipes and eat free yogurt.

We miss the good old days when neighbors talked face to face on the front porch and families made phone calls to check up on each other. What better way to break the cycle than to go back to the basics? It’s time we show our gratitude to you and your loved ones with some good old-fashioned family fun.

Remember those new recipes we just mentioned? Turns out Chobani is more than just Greek yogurt. It can be used as a substitue for butter, sour cream and even oil. We’ll be teaching you how to turn your family-favorite recipes into even healthier versions.

Chobani yogurt has three kinds of probiotics and even contains twelve percent more protein than other non-strained yogurts. We understand you can’t feed your kids yogurt as their only meal, which is why we are dedicated to helping you make everything you create healthy and delicious. The sky is the limit with Chobani Greek yogurt, and we can’t wait to show you how.

May 17, 2015

The Chobani Food Truck.

Chobani recipe.

Taza, a mother of two living in New York City, is the beloved author of her blog Love Taza, where she discusses all things motherhood. She recently attended our Bryant Park reunion in New York City, where she and her family live. “Many of you may have seen my Instagrams of Eleanor and Samson’s faces covered in yogurt. My husband and I are always looking for wholesome, inexpensive ways to make memories with our kids, and this was a perfect option,” Taza said.

“I highly recommend you take advantage of this reunion—it’s only passing through 10 cities nationwide! And who knows, you may even let it inspire you to start your own reunion traditions. I know I am!” We agree with Taza that any excuse for a memorable, inexpensive day out of the house is worth it, especially when it’s with other families from your community.

In fact, when you share the event with your friends on Facebook, using the hashtag #ChobaniFamilyAustin, you will be entered to win a trip to NYC to meet Taza and a year supply of Chobani yogurt. The Chobani Food Truck Reunion will make its stop in Austin at 11 AM on Saturday, June 15, 2015 at 1522 Main Street.

All the best,

Your Chobani Family

P.S. Come join the fun and make some memories. We think spending time with those you love is always worth it — don’t you?

back center - about chobani (boilerplate)

CHOBANIIS HAVING A

FAMILY REUNION...

...consider this your invitation!

Maker of America’s No. 1-selling Greek Yogurt brand, Chobani, LLC, produces high-quality authentic strained Greek Yogurt products made with only natural ingredi-ents from its New Berlin, N.Y. and Twin Falls, Idaho, plants. Chobani gives 10 percent of its annual profits to charities worldwide throught he company’s charitable founda-tion. Chobani products are available nation-wide in the U.S. and Australia, and in coun-tries in Asia and Latin America.

For more information, please visit www.chobani.com and www.facebook.com/chobani. Tweet @Chobani Follow us on Instagram: Chobani

CHOBANI

“We couldn’t have come this far as a company without your support. It would be our pleasure to have you and your family join us for an afternoon, just to say thank you for be-ing you.”

- HAMDI ULKAYA, CEO

To celebrate our family of customers across the country, we are holding a food truck family reunion tour, and

we want you to come.

Millions of cups of yogurt are purchased yearly from

people like you, and this is just one way to show our gratitude.

We want to see you at the reunion because you are

part of our family.

Our food truck stops in Austin in a few weeks, and we

hope to see you there!

1522 Main StreetSaturday, June 15th 11:00 AM - 3:00 PM

- Free Chobani yogurt- Chobani recipe cooking lessons- Meet & greet with blogger Taza (lovetaza.com)- 1 year supply yogurt giveaway

ACTIVITIES AT THE REUNION:LET US CELEBRATE WITH YOUR FAMILY,

CHOBANI STYLE!

CHOBANI R.S.V.P.

Yes, I am coming to Austin’s first-ever Chobani Family Reunion

Name: ___________________________________________________Email: ___________________________________________________Total # of people in my family/group, including me: __________

What is your Instagram account? (so we can tag photos of you and yours at the reunion) _______________________________________________

Flavor(s) of yogurt your family prefers? (Apricot, Blackberry, Black Cherry, Blood Orange, Key Lime, Strawberry, Chocolate Dust) ______________________________________________________________________________

#ChobaniFamilyAustin

CHOBANI GREEK YOGURT

147 State Highway 320Norwich, NY 13815

United States

AUSTIN’S FIRST-EVER

FOOD TRUCK FAMILY REUNION

SATURDAY JUNE 15TH

11 A.M. - 3 P.M.MAIN STREET

WWW.CHOBANI.COM/AUSTINSPONSORED BY CHOBANI GREEK YOGURT

FREE CHOBANI AT THE FOOD TRUCK FAMILY REUNION. YOU, FAMILY, AND A WHOLE LOT OF YOGURT.

YOUTUBE VIDEO: HTTP://YOUTU.BE/3QXQFR8TR4C

CHOBANIFAMILYREUNION.SQUARESPACE.COM