Proposed 2018 Marketing PR Plan July 31, 2017
The Chips That Saved Detroit Once upon a time, the Hope District bustled with work that created wealth, dignity, and optimism. Residents and workers were warned that these economic boom times were threatened by global competition and complacent but they did not take heed. Because of that, things began to decline. Consequently, residents and workers lost wealth, dignity, and optimism. Until one day our community came together and created Detroit Friends Potato Chips food product as a way to add new purpose to vacant lots inside of the Hope District which in turn created opportunities for new employment that has created wealth, work, and helped regain our dignity.
homemade Vintage Roots locally-grown Detroit pride flavorful
Overview ● From soup kitchens to amazon ● Community Roots ○ Half nonprofit & half for-profit ○ Unique start-up story ● National Coverage ○ Oprah’s 2016 Favorite Things List ■ “Motown Munch” ● "To help revitalize the Hope District of Detroit, Michael Wimberley repurposed vacant lots into community gardens to grow potatoes locally, creating job opportunities and a terrific chip that actually tastes like a sliced potato. I’ll snack to that!" — Oprah
Objectives ● Drive consumer awareness and sales by 10% ● Engage retail buyers and increase local retail store presence ● Strengthen community awareness in Detroit and Michigan ○ Forge smart partnerships with appropriate and effective groups and entities
Initiative Breakdown
Social Media ● Refresh social media accounts ● Create consistency over all social media platforms ○ Use one account name for all platforms ○ Implement uniform color theme ● Maintain social media presence and coverage ● Content centered around the story of the brand and what makes the chips unique ● Examples ○ #FeatureFriday: Highlight workers each week ○ #TaterTuesday ○ Community brand integration ○ Consumer Interaction
Social Media Inspiration
Media Relations ● Continuing ongoing media outreach throughout the year with seasonal specific pitches ● First contact: media mailers ● Expand media outlet outreach ○ Local outlets ■ Detroit Free Press - Susan Selasky’s - “Free Press Feast Section” ■ Secure airtime on Fox 2’s Charity/Community service segment “Amy’s Angels” ■ Secure a spotlight on Channel 4 WDIV’s “Heart of Detroit” or “Force 4 Good” programs ○ Detroit food bloggers ■ The Hungry Dudes, Metro Detroit Foodie, Best Food Detroit ○ National outlets ■ E.g. Eater, Inc. Magazine
Media Relations: media mailers ● Several bags of chips with different flavors ● Branded Detroit Friends Potato Chips items: ○ Bowl, reusable grocery bag, and potato peeler ● Glossy card insert with dip recipes and brand story ● Distribute to 250 (75% Michigan-based, 25% National) media outlets and reporters
Quarterly Breakdown
Q1 January-March ● Social media revamp ○ Create consistency across all platforms ● Photoshoot to create content ● Distribute media mailers ● Super Bowl pitching & ads ○ It’s Crunch Time ● National Potato Chip Day - Mar. 14 ○ Social giveaway announced a week before ■ Follow social accounts and tag a friend who’s a potato-lover ■ #potatopeople ○ Winner announced on National Potato Chip Day ● Website overhaul and remodeling
Q2 April-June ● Launch brand partnerships ○ Begin social campaigns with local restaurants ■ American Coney Island ■ Lafayette Coney Island ■ Stache International ○ Garden Fresh Gourmet ■ Based in Ferndale, Michigan (30 min away) ■ Upholds same values - dedication to roots ● Start transit campaign ■ Ads on public transportation: ● Buses, Detroit People Mover, QLine ● Baseball Season pitch ○ Media relations : 7 Snack Ideas that are Out of This Park ● Photoshoot to create content
Q3 July-September ● College Football Gameday ○ Hire street team to hand out gameday kits ● Back to school snacks ○ Pitch mommy bloggers for chip dip recipes ● Detroit Jazz Festival -- Sept. 1-Sept. 4 ○ Event Sampling ● Brewery social media partnerships ○ Detroit Beer Co. ○ Batch Brewing Company ○ Atwater Beer ● Photoshoot to create content
Q4 October-December ● Holiday pitching angles: ○ “The Spud Spirit of Giving” ○ New Year’s Eve - Snacks to start off the New Year ● Donations ○ Donate product to the Blood Bank of Michigan to be handed out after volunteers give blood ○ Nov. 1st - Michigan State University’s “Spartan Day of Service” ■ “Detroit Friends Potato Chip Co. Chips in with MSU students” ■ Provide samples to the Michigan State Center for Service-Learning and Civic Engagement ● Photoshoot to create content
Budget Breakdown
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