A Cause-Related Public

Relations Plan!

Melinda B. Inc presents…….

Introduction

.

Ya know this right…………..

Now they’re doing this…………...

Mission Statement

COFFEE FOR YOU | WATER FOR

ALL

As a company, we're in business

to help improve lives. Our latest

mission helps our customers

provide the most basic human

need:

With every bag of coffee you

purchase, TOMS will give one

week of clean water to a person

in need. One for One. (TOMS

2015).

Melinda B inc believes that

Deserves a Cause-Related Public Relations Plan……………...

Situation…..

● Ecommerce store offering a coffee club, where members are sent different roasts each month.

● Partnership with Wholefoods Markets as a nationwide distributor

● 4 US store locations that sell all of TOMS product lines including coffee.

SWOT…….. nah!

What people are saying………..

Research…..

“Who’s TOM? And why is he making coffee?”

“You mean TOMS shoes?Are you sure they're doing coffee?”

“TOMS is making coffee? WTF??”

“In B.C. we use about 350 litres per person per day – not including industrial or agricultural use of water. Usually, in the home, toilets will use 30 percent and about another 30 percent is needed for bathing” (Government of British Columbia).

Campaign 1Crowdsourcing Online Campaign

Objective: Create user-generated publicity and to increase traffic to online channels by 20%

Target Audience: 18-35 year old Millennials, singled or coupled men who are socially conscious, adventurous, technically inclined, gamers who live in North America.

Key Message : Drip x Drip, Drop x Drop

Strategy: Online Crowdsourcing Contest Campaign that will generated user content based on the TOMS ROASTING CO.’s cause Water for all.

Main Tactics:

● 3-month long social media user-generated campaign.

● Contest will ask participants to live off of 140 litres of water for a week and to submit their videos using a hashtag #DripXDrop

● Winner will be announced by CEO Blake Mycoskie at a live event for World Water Day, March 22, 2016 (Campaign 3) and online with live streaming of the event.

Sample of Campaign…...

Campaign 2“1 Bag of Difference” Documentary

Objective: Heightening visibility, creating positive publicity and education of TOMS ROASTING CO. cause efforts by creating a documentary about TOMS ROASTING CO’s giving back to a local community.

Target Audience: North American Netflix account holders. Netflix has roughly 40 million users worldwide and counting.

Key Message: 1 Bag = 140 litres of difference

Strategy: The documentary will follow TOMS CEO Blake Mycoskie and their ‘gifting’ partners and show their efforts in creating access to clean water in a select North American community, all the while educating the public about water conservation.

Main Tactic: Documentary to start filming summer of 2015. Final editing to be completed

by December of 2015 for the release date World Water Day, March 22, 2016

The Star……………...

Campaign 3“Pouring is the New Caring” World Water Day Events at Wholefoods

Objective: To generate ‘word of mouth’ and to enhance customer attitudes towards the TOMS ROASTING CO. brand by sponsoring UN’s World Water Day, March 22, 2016 at selected Whole Food Stores across North American cities by 2016.

Target Audience: 18-35 year old single, coupled male or females or young families living in North America who are socially responsible.

Key Message: Pouring is the new caring

Strategy: 2016 World Water Day events with TOMS ROASTING CO.’s partnership distributorWholefoods Markets, in 20 select stores .

Main Tactics:● 20 in-store events and a live event at the Venice Beach, California Wholefoods Market.● The event will be streamed live on the website and in-store kiosks.● Contest winners announcement and documentary screening at live event.● Venice Beach will have a promotional interactive screen featuring an x ray type of a person

filling up with water will standing behind.

It’ll look like this……………..

Timeline and Budget……………………..

Campaign 1

APR

MAY

JUN

JUL

AUG

SEP

OCT

NOV

DEC

JAN

FEB

MAR

APR

MAY BUDGET

Hire 2 Social mediaProfessionals

50%

Gant Chart managed by social media managers

Announce Contest & begin online promotion

managed by social media managers

Website Launch & Upkeep 10%

Contest 3 month managed by social media managers

Finalist selected managed by social media managers

Finalists flight, accommodation

13.3%

Winner selected

Winner’s trip & promotional photos

13.3%

Flux Fund 13.4%

Campaign 1

17.5 % of Overall Budget

Campaign 2

APR

MAY

JUN

JUL

AUG

SEP

OCT

NOV

DEC

JAN

FEB

MAR

APR

MAY BUDGET

Hire location scout and scout locations for filming

1.3%

Hire Director & Scriptwriters

20%

Hire film crew 20%

Work on water conservation plan with community

6%

Filming and equipment 15%

Editing 15%

Promotional Trailer release

managed by social media managers

Live Screening Part of Campaign 3

Film Release-Netflix Deal 5%

Flux Fund 17.7%

Campaign 2

32.85% of

Overall Budget

Campaign 3

APR

MAY

JUN

JUL

AUG

SEP

OCT

NOV

DEC

JAN

FEB

MAR

APR

MAY BUDGET

Hire an event coordinating company

15%

Promotional Activities 10%

Media Advisories included with PR fee

Email Blasts included with PR fee

Set-up 20 kiosks at Whole food stores

20%

Hire Kiosk workers 2%

Promotional leaflets & flyers

5%

X-ray screen 10%

Book live performers 20%

Book stage sets & sound equipment

8%

Book security 5%

Flux Fund 10%

Campaign 3

36.65 % of

Overall Budget

Melinda B. Inc.’s fee 13%

of Overall Budget

Total Budget 100%

Evaluation & Measurement…….. main

Campaign 1 Crowdsourcing Online Campaign

Before and after internal audit of all of TOMS social media.

Campaign 2 “1 Bag of Difference” Documentary

Measure the viewers through Netflix’s data collection and evaluate viewers based on

location, popularity, number of views and do a comparison of sales in that time

frame.

Campaign 3 “Pouring is the New Caring” World Water Day Events at

Wholefoods

A measuring matrix for the events will be collected and evaluated by Melinda B. Inc and

compiled into a Evaluation and Debrief report and will be present at a meeting with

the Stakeholders and CEO.

Once the results are in TOMS ROASTING CO. will be glad that they choose Melinda B. Inc’s Cause-Related Public Relations Plan.