Script

Slide 1

Good morning everyone. My name is Ali Hassan Arshad and today I am presenting to you a PR

campaign that will see your company, Nice Ice, an iconic ice cream brand, refresh its image and

compete in the ice cream market.

Slide 2

What do we want to achieve as the Chosen PR agency for Nice Ice?

We want to be up there competing with the big boys, survival is the key and we need to make sure we’re up there selling with the leading ice cream brands.

Raise the profile of the brand in the media- Social media is key; it’s innovative and it’s becoming one of the main components of attracting consumers.

Promote the next “Big Flavour”- People want something new and fresh and by creating a new campaign to promote new flavours we can help achieve this. This allows us to reach out to consumers and get feedback from them.

Create a USP and raise brand identity Refresh the image- Yes Nice Ice is iconic, but it needs to remain in the spotlight and achieve

the objective of refreshing its image Be popular during the Summer- The main time of selling and competing for ice creams is

during the summer. Make money!!!

Slide 3

Now How Do We Achieve This?

We firstly have to do our research and one of the best ways to do that, is to look at what your

competitors are doing.

Competitors

Back in 2013, Cornetto focused on promoting their brand at young teens with their successful

Cupidity campaign. Short love stories were uploaded onto YouTube and Cornetto worked extensively

on their social media branding by promoting the #sharethelove hashtag a referral to sharing the

video to increase its exposure. The first video in the series has over 2m views as of today. Whilst on

social media platforms such as Facebook, they have over 10m likes on their page, in comparison to

other ice cream brands such as Ben and Jerry’s with 7m.

Now I’m not saying let’s start spending our PR budget on creating movies for YouTube, however

what I am saying, is that we need to attract the consumers that are popular in the ice cream market,

which evidently is young adults and use similar platforms .

Slide 4

Same with Ben and Jerry’s - They interact with their consumers through heavy social media

promotion. New flavour announcement allows consumers to know that a new flavour of ice cream

has been released and an eye catching photo entices people to buy it.

Slide 5

The Plan

So the plan, to be able to attract and increase sales during popular periods of ice cream selling such

as the summer, we need to become more prominent on platforms such as social media or regional

forms such as magazines. Whether it’s engaging in a two way communication between seller and

buyer, or uploading an image of a celebrity eating your branded ice cream- it’s simple and highly

effective. People will therefore see it, the exposure will be greater and people will therefore want to

buy the ice cream.

There’s no point in creating a campaign and then not having a platform to inform and spread the

message on, that’s why if we want to attract both a national and regional media system- being able

to work effectively on social media and in magazines is essential.

Slide 6

The Create a Flavour Campaign- The quirky idea

As we’ve spoke about how important social media is, it’s essential we look at a campaign we can

help to promote, attract and engage users. To engage with the consumer the campaign should

revolve around their ideas, their creativity and should essentially be thought provoking.

That’s exactly what “The Create a Flavour Campaign” will bring.

The campaign, allows consumers to create a flavour of an ice cream they think Nice Ice Cream

should make and sell. To help push the initiative and actually get people to participate in the

campaign, a competition will be set, whereby the top 3 flavours will be chosen. The people who

created the flavour will then win prizes and rewards.

Slide 7

This will be the valuable USP, many of our competitors are tentative to promote a ‘Create a flavour

campaign’ due to the tried and tested approach of their previously successful brands. But this idea is

the definition of quirky, it’s unexpected, people now have the chance to create their own flavours

and see it in the national and regional supermarkets. Plus it allows the consumer or the participant

to be imaginative, create a flavour out of nothing and turn their kitchen into a science lab where

quirky ideas and flavours can be created.

Slide 8

The Implementation

We've spoke about the plan and the platforms in which we will get this message across, but we must

combine the two together to create the essential plan of implementation.

The idea is to remain specific to the core of Nice Ice's target market, young adults and teens, but the

ideas of implementing can be broad for example, for online via Facebook and Twitter, we can post

content of how consumers can enter the competition and focus heavily on promoting the prizes that

are on offer- vouchers, free Ice Cream for a year etc. Images on Twitter and Facebook are both

appealing and effective, an image of a new flavour created by a consumer allows for others to react

and get involved.

Another online piece that's effective is YouTube, a video competition, asking consumers to "show us

how to make it", or show consumers how to get involved, every view or like shows the exposure it’s

getting and shows how effective the campaign is to view for the consumer.

More for a regional basis, we could look at turning Nice Ice into a human, our lovely Ms Nice Ice,

could visit regional supermarkets to promote the campaign by asking shoppers to create a flavour

using the ingredients in the supermarket. Every visit could become some sort of a promotional tour;

every visit to a regional supermarket will be followed by the press or food bloggers of the area who

will be taken along in the tour. Press coverage whether it’s through ice cream magazines such as,

“The National Dipper”, or articles in the local paper, can become a major factor in promoting the

campaign, as it gains exposure for those people who don’t go online. Therefore we are catering and

promoting for both an online and regional audience.

Slide 9

Evaluation

To evaluate the progress of the campaign, it’s very important that we in take regular meetings with

the in-house marketing team to analyse the methods of the campaign and whether they are being

implemented to its full potential.

Meetings will take place a month before the campaign would start, allowing us time to come to

make adjustments to the campaign if needed. The meeting will also allow us to come to the

conclusion surrounding the budget that needs to be funded for the campaign, the social media

campaign may not be as costly as the Mrs Nice Ice tour. We’ve estimated that the campaign may

cost between the regions of £25,000 and £30,000 due to the heavy use of Ms Nice Ice touring the UK

for our regional promotion and the need to promote the competition and prizes.

Meetings will then be taken place in all three months of the campaign; this will allow us to evaluate

the current position and how well the campaign is doing and judging its progress we can come to

conclusions about its success. This meeting will also allow for future planning especially leading up to

summer time, and whether the campaigns effectiveness can help achieve the target of being popular

during summer.

Finally, a meeting after the campaign will take place which evaluates the campaign in general,

debating whether the campaign has successfully refreshed the image of Nice Ice through- press

coverage of Ms Nice Ice, the amount of participants in the “Create a Flavour Campaign” and whether

there has been a clear up scale in consumers buying Nice Ice creams.

So thank you for watching my presentation and I hope to hear from you very soon about prospects

of working together. 10