client competition (comm 464)

PRESENTED BY

PUBLIC RELATIONS PROPOSAL

Introduction 2

Executive Summary 4

PROBLEM STATEMENT 7

Situation Analysis 7

POLITICAL, ECONOMIC, SOCIAL, AND TECHNOLOGICAL ISSUES (PEST) 7

STRENGTHS, WEAKNESSES, OPPORTUNITIES, AND THREATS (SWOT) 9

ANALYSIS 11

Problem Statement 12

ANALYSIS OF KEY PUBLICS 13

DEMOGRAPHICS 13

PSYCHOGRAPHICS 13

INFLUENCERS & SELF-INTERESTS 14

RELATIONSHIP TO THE CLIENT 14

BUYER PERSONAS 15

SEAN MORRIS 15

COURTNEY HAWKINS 16

Work Statements 17

GOALS & OBJECTIVES 17

BUSINESS GOAL 17

POSITIONING STATEMENTS 17

OBJECTIVES 18

KEY MESSAGES 18

CAMPAIGN IDENTIFICATION 18

Implementation 19

FOOD TRUCKS 19

CREATE YOUR OWN FIZZ CONTEST 21

HASHTAG UTILIZATION 23

Calendar 25

SOCIAL MEDIA STRATEGIES 26

Campaign Budget 30

DIRECT PROGRAM COSTS 32

Evaluation 33

Conclusion 35

Qualifications 36

NOTE FROM EXECUTIVE DIRECTOR 38

Appendix 39

California Seltzer Co. !1 Aperture Public Relations

INTRODUCTION

California Seltzer Company was founded in 2014 by business

partners Chris Sakacs and Rachelle Alfonzo. California Seltzer

Company provides an alternative to sugary soda beverages,

replacing them with organic, artisanal ingredients. The company

focuses on locally produced, small-batch products ensuring quality

and satisfaction to their customers in comparison to big name

brands pumping their beverages with chemicals and processed

sugars.In response to the request for proposal from California Seltzer

Company for public relations services, the following is Aperture

Public Relation’s analysis of the current public relations situation

and our specific recommendations for developing and expanding

the California Seltzer Company product market. With the newfound popularity of artisanal beverages and syrups on

the rise, consumers can now choose from their beloved traditional

colas or a whole new line of all-natural boutique brands that have

begun sprouting up in the marketplace. Aperture Public Relations’

goal is to increase brand awareness to consumers and retailers

alike as well as to create a sustainable profit margin.


Aperture Public Relation’s goal is to show consumers and others

who are not aware of this product, why this product differentiates

from other products. Consumers are aware of brand name sodas

and our ultimate goal is to shed a new light on why California

Seltzer Company’s product will keep consumers satisfied and

coming back for more. The following proposal is Aperture Public Relations’ analysis and

suggestions for public relations and marketing for California

Seltzer Company in 2015. Our findings provide cohesive and cost-

effective methods that capitalize on California Seltzer Company’s

strengths to expand its consumer market.


EXECUTIVE SUMMARY

California Seltzer Company’s primary goal is to increase brand awareness and gain

full-scale entry into the consumer marketplace. California Seltzer Company would

like to expand their market reach, establish a strong social media presence, and

spread the word about artisanal, handcrafted sodas throughout the Southern

California/Orange County community by August 2015. By taking the beverage

industry by storm, Aperture Public Relations believes that California Seltzer

Company can redefine soda standards by providing the industry with high quality,

locally produced, and all-natural soda beverage alternatives. By setting up a social media presence on all predominant social networking

platforms, such as Facebook, Instagram, Twitter, and Pinterest, California Seltzer

Company can reach its target audience of 18 to 34 year olds. By creating brand

specific hashtags, contests, and giveaways, consumers have ample opportunity to

interact with the brand itself. The setup of a strategic social media calendar will list

the best times throughout the day for California Seltzer Company to post content

on all of their social networking platforms. By posting content at specific times

throughout the day, California Seltzer Company will have higher click through rates

to their content, more replies and consumer interaction, and will be able to reach a

broader audience. With the fast-growing market of food trucks in the restaurant industry it makes using

them as a marketing strategy important, especially for California Seltzer Company’s

target audience. Social media has played a large role in making food trucks more

accessible and easy to locate. Social media has also allowed food trucks to refine

the element of community by bringing people together from surrounding urban

areas. This helps California Seltzer Company market and integrate themselves into

focused, local communities where artisanal products are becoming even more

popular. Aperture Public Relations is focusing in on specific food trucks and


studying their menus in order to pair their food with California Seltzer Company fizz

flavors.

Another important part of California

Seltzer Company’s brand awareness

and outreach comes from integrating

local art walks and farmer’s markets

into the campaign. Aperture Public

Relations has carefully selected the

following art walks in order to reach the

primary target audience: the Laguna

Beach Art Walk, Santa Ana’s Artist Village and Art Walk, the Fullerton Art Walk,

and the Huntington Beach Art Walk. Other events include farmer’s markets in

Fullerton, Irvine, Tustin, Laguna Hills, Costa Mesa, Huntington Beach, Laguna

Beach, and Laguna Niguel.

Expenses throughout the campaign will be primarily focused on product

introduction and awareness, advertising, ways to communicate directly and

effectively to the target audience, and billable hours. A majority of the allotted

budget of $5,000 will be used in web design and search engine optimization, social

media content boosting, and print advertisements in local newspapers and

magazines. Aperture Public Relations has been careful in calculating into the

budget smaller expenses such as booth rentals, space permits, pamphlet and flier

distribution, and packaging material costs as well.Tactics will be focused on gaining product awareness and social engagement with

California Seltzer Company. Aperture Public Relations will contact potential retail

buyers including specific food trucks and eating establishments. Our agency has

hand-selected four specific food trucks whose menus will pair exceptionally well


with California Seltzer Company’s handcrafted fizz flavors. Social media tactics

include key hashtags, messages, and contests on Facebook, Instagram, and Twitter.

The first objective of evaluation of brand awareness will be measured by how many

buyers and food trucks will agree to have California Seltzer Company as part of

their beverage selection. The distribution of California Seltzer Company products

will be measured by tracking what has and will be distributed. Aperture Public

Relations will create the inquiries for these locations by September 2015, after the

product has officially launched.

Aperture Public Relations will create a social media presence for the company

based on Facebook, Twitter, and Instagram. Our agency will establish friendly and

professional relationships with consumers and local businesses through interaction

on social media. In addition to analyzing the activities of the competition, Aperture

Public Relations will examine competing social networking websites and will

measure the amount of activity with consumers. The objective to create brand

awareness for the company will be fulfilled by increasing advertising using

traditional methods such as newspapers and magazines. Our agency will create a

brand image that highlights California Seltzer Company’s artistry and natural

ingredients.


The proposed plan will take an estimated six months, beginning March to August 2015.

PROBLEM STATEMENT

SITUATION ANALYSIS Political, Economic, Social, and Technological Issues (PEST)

Political

TaxesA new soda tax has been introduced to California in the past two years. Berkeley, California has already succeeded in passing a one-cent-an-ounce tax on sugary sodas, energy drinks, and even sweet teas. This tax was voted in place as a means to an end in Type 2 Diabetes as well as other health concerns linked back to sugary beverages. According to researchers at Harvard in 2013, increasing the price of a 20 oz. soda beverage by 20 cents led to a decrease in sales of that soda by 16%.

Safety RegulationsCalifornia Seltzer Company first and foremost needs to make sure that they obtain the correct registration and permits in order to manufacture, bottle, and distribute their product. Other permits will need to be obtained if California Seltzer Company decides to introduce their product or do a taste sampling on any type of school campus.

Economical

The decline in U.S. sales of carbonated soft drinks accelerated in 2013, according to a leading beverage industry newsletter. Total sales volume fell 3 percent in 2013 to 8.9 billion cases, the ninth straight year of decline, according to Beverage Digest. That compares with declines of 1.2 percent in 2012 and 1 percent in 2011.


Social

Health concerns are still at the forefront of American minds. This includes and is not limited to hesitation of purchasing products with a high sugar content, calorie content, and overall fat content. People are striving towards more healthy lifestyles, transitioning into clean eating fads, juicing, and all-natural, Whole 30 and Paleo diets.

Technological

With social media acting as the leader in today’s advertising and marketing strategies, technology can do wonders for California Seltzer Company’s brand image. The company should be available for customers to peruse and interact with on every social media platform including: Instagram, Facebook, Twitter, and Pinterest. According to the survey research that Aperture Public Relations conducted, 93% of the target audience is active on Facebook, followed by 64% on Instagram, and at 21%, the third most commonly used social media platforms are Twitter and LinkedIn.


Strengths, Weaknesses, Opportunities, and Threats (SWOT) Strengths

• Unique flavors • Well-versed in graphic design, social media, and event planning • 160 calories or less per bottle • Consumers know what is going into their beverage • Locally produced • Prepared in small batches • More natural and better quality than most sodas • Healthier ingredients than the leading sodas

Weaknesses

• Soda sales have been declining since 2013 • Currently no social media presence • No reputation has been established • In competition with big name companies • Lack of health benefits • All-natural ingredients but still not quite “healthy” • Lack of public knowledge regarding handcrafted soda

Opportunities

• Using the California lifestyle as a branding opportunity • Food Establishments (See page 41)

- OC Mart Mix in Costa Mesa - The Lab and The Camp in Costa Mesa - The Anaheim Packing District - Watson Drugs and Soda Fountain

• Farmer’s Markets (See page 41) - Farmer’s markets are well dispersed throughout the Orange County area

including: Fullerton, Irvine, Tustin, Laguna Hills, Costa Mesa, Huntington Beach, Laguna Beach, Laguna Niguel


• Art Walks (See page 41) - Laguna Beach - Santa Ana’s Artist Village and Art Walk - Fullerton Art Walk - Huntington Beach Art Walk

• Food Festivals (See page 41) - OC Foodie Fest - Made in America - Orange International Street Fair - Artisan Food & Arts Festival in Irvine (April 28, 2015)

• Seasonal Flavors - Sample seasonal flavors:

‣ Spring: Floral notes ‣ Summer: Fresh berries or melons ‣ Fall: Pumpkin ‣ Winter: Cranberry, spices

• Food Trucks (See page 41) - Cali Grill Truck - White Rabbit Truck - GDBRO Truck - Me So Hungry Truck

Threats • Health consciousness affecting consumer buying choices • Jones Soda Co. • IZZE • Homemade Fizz Company • Sodastream • Batch Craft Soda • Refreshments Direct


Analysis

California Seltzer Company is in the beginning processes of integrating

themselves into the artisanal food and beverage industry. The company adds

their own flair by constructing new and unique flavors and by keeping their

product locally produced in small batches. The lack of social networking and

brand awareness, along with differentiating California Seltzer Company from

other brands is what Aperture Public Relations intends to improve upon as well

as providing additional market outreach. Soda has been addressed as an unhealthy drink and Aperture Public Relations’

goal is to focus on the organic ingredients that California Seltzer Company

incorporates into their handcrafted fizzes. By California Seltzer Company

differentiating themselves from the negative stigma behind soda beverages

and promoting their all-natural, high quality fizzes, we anticipate positive

results from our researched and carefully curated target audience. Aperture Public Relations conducted a survey using SurveyMonkey and posted

it to Facebook during the week of February 16, 2015 (see page 39). An

overwhelming majority of the participants surveyed were between the ages of

18 to 24 and 25 to 34 and were primarily residents of Orange County.100 percent of respondents from ages 18 to 34 reported that they knew little

to nothing about handcrafted soda. Aperture Public Relations would like to

help introduce the surveyed target audience to handcrafted sodas by

presenting them with the high quality brand of California Seltzer Company.


PROBLEM STATEMENT


California Seltzer Company’s goal is to increase brand awareness and gain full-scale entry into t h e c o n s u m e r marketp lace . C a l i f o r n i a S e l t z e r Company would like to expand t h e i r m a r k e t reach, establish a strong social m e d i a presence, and s p r e a d t h e w o r d a b o u t a r t i s a n a l , h a n d c r a f t e d sodas throughout the Orange County community by August 2015.

Analysis of Key Publics

DEMOGRAPHICS • Age: 18-34 years old • Gender: Female - 78%, Male - 22% • Ethnicity: Caucasian - 56.89% • Employment Status: Employed - 79% • Respondents ages 18-34 primarily use Facebook and Instagram. • 62% were not students. • 40% have graduated with a Bachelor’s Degree followed by 38%

some college • 59% are in a relationship, 36.75% are single • A majority of our surveyed consumers reside in California.

- The most popular California cities reside in Orange County. PSYCHOGRAPHICS

• 61.11% of respondents between the ages of 18-24 drink soda beverages sometimes.

• 50.94% of respondents between the ages of 25-34 drink soda beverages sometimes.

• Majority of respondents have little to no preference for packaging. • Survey shows respondents between the ages of 18-34 are not very

familiar with handcrafted soda. • Majority of those who have been introduced to handcrafted sodas have

tried them at restaurants and grocery stores. • 55.78% of respondents said they would be more inclined to purchase

soda beverages with all organic ingredients. • Social Media Habits

- 1.6% respondents ages 18-24 reported to participate in social media campaigns regularly

- 0% of respondents ages 25-34 said they participated in social media campaigns regularly

- Most of the respondents reported that they participated sometimes.


- 37.04% of respondents from at 18-24 reported that environmentally conscious packaging was somewhat important to them

- 40% reported having no preference regarding packaging - 43% of respondents 25-34 said that environmentally conscious

packaging was somewhat important to them - 30% reported having no preference.

INFLUENCERS & SELF-INTERESTS

Hipsters, like any sub-culture, are drawn to certain food and drink ideals. They enjoy artisanal provisions and locally harvested produce and products. This would make hipsters the ideal consumer for introducing California Seltzer Company as a new type of handcrafted, ultra hip soda.

RELATIONSHIP TO THE CLIENT

According to Aperture Public Relations’ research, individuals that are more likely to purchase soda beverages are between the ages of 18 and 34. This age group represents individuals who are old enough and knowledgeable enough to expose themselves to products that are offbeat and not part of mainstream popular culture. California Seltzer Company would have the most success with the 18 to 34 age group because trends show that these individuals are more likely to support handcrafted, do-it-yourself business endeavors, especially if they are local.


BUYER PERSONAS

SEAN MORRIS


Sean is a 28 year old programmer living in Irvine.

Music is his passion and many of his hobbies

revolve around it such as playing the drums,

jamming with friends, seeing local shows and

concerts, as well as collecting vinyls. He is a

handcrafted beer connoisseur frequenting locally

owned restaurants and breweries sharing his

experiences through social media. Sean’s social

media fix comes primarily from Instagram, often

posting images and videos of his musical ventures,

as well as sharing the sceneries he encounters while

riding his fixie. He is a UCI graduate, with an

income ranging between $46,900 to $74,280.

COURTNEY HAWKINS


Courtney is crafty, creative, and in college.

She works part-time at a nearby seafood

restaurant, and commutes to school from

her parent’s home. In her free time, she

enjoys the outdoors hiking often at Crystal

Cove in Newport Beach, and visits the

Santa Ana Art Walk to support local artists

and her friends who have booths there.

Courtney is moderately health conscious.

She regularly exercises going to the gym

four times a week and monitors her fitness

and caloric intake.

WORK STATEMENTS

GOALS & OBJECTIVES

BUSINESS GOAL Increase brand awareness by:

• Leveraging the California Seltzer Company website. Create a strong website presence with regular blog posts. Hire a web development company for SEO benefits, or for California Seltzer Company’s website to appear higher on search engines such as Google.

• Use social media to raise public awareness and interest in specialty, handcrafted soda.

• Create a social media presence by posting locations to enjoy beverages, fun facts about the product, nutritional updates, and utilizing special California Seltzer Company hashtags, #getfizzy, #fizzspiration, #fizzyfacts, and #fizzyfriday.

• Advertise using traditional methods such as newspapers, magazines, and radio.

• Make California Seltzer Company’s product accessible to consumers through farmer’s markets, food truck collaborations, and ample opportunities for consumers to sample the product.

POSITIONING STATEMENTS • Capitalize on the name California and use it a a Southern California lifestyle

brand. • Move California Seltzer Company away from an expensive drink stigma and

focus on the production of small batches through quality over quantity. • Promote California Seltzer to the craft and artisanal trend in Orange County.


OBJECTIVES • Create brand awareness of

California Seltzer Company by developing a social media presence by August 2015.

• Establish good customer relationships with a story and ample photo sharing on social media using the unique, brand relevant hashtags: #getfizzy, #fizzspiration, #fizzyfacts, and #fizzyfriday

• Analysis of activities of competition brands. • Create brand awareness by advertising using traditional methods such as

newspapers and magazines. This will include creating an attention-grabbing advertisement that prominently displays your product and explains its value.

• Create a brand image that highlights California Seltzer Company’s artistry and dedication to their product.

KEY MESSAGES • California Seltzer Company is an experimental fizz company.

• The sodas are produced to bring an artisanal spin on the readily available

chemical-laden sugary sodas currently on the market.

• The company will launch a total of five “core” brands that will be available

year round.

• As consumer culture turns to locally-produced, small-batched products, CA

Seltzer Co. aims to give consumers that option for soda.

CAMPAIGN IDENTIFICATION

“Experimental fizz from the best coast.”


IMPLEMENTATION

Food Trucks

Strategy

The popular explosion of food trucks in the restaurant industry makes using them as a marketing strategy worthwhile, especially for California Seltzer Company. Social media has played a large role in making food trucks boom and become easier to access. Social media has also allowed food trucks to refine the element of community by bringing people together from all urban areas. This helps California Seltzer Company market and integrate themselves into focused, local communities.Tactics

Contact the owners of specific food trucks to inquire how California Seltzer Company could incorporate their sodas into the beverage selections. Tools

• California Grill Truck - Food offered: Gourmet grilled cheese sandwiches with the option of

meats, cheeses, and vegetables and lettuce wraps. - Beverages offered: Not listed on website. - Why they are unique?: Prides themselves with their high quality

ingredients and unique grilled cheese sandwich options with an Asian infused twist.

- Best California Seltzer Co. flavor pairing: Ginger has been a longstanding, complimentary flavor for Asian dishes. California Seltzer Company’s Ginger Fizz would compliment the flavors of California


Grill truck, not to mention the local focus of California culture.

• White Rabbit Truck - Food offered: An array of meats and vegetarian options, tacos,

nachos, burritos, and rice bowls. Side dishes include coleslaw, fried eggs, a la carte tacos and rice. Dessert options include macarons and champorado.

- Beverages offered: Traditional Coke, Diet Coke, Sprite, and Dr. Pepper.

- Why are they unique?: White Rabbit Truck prides themselves on a unique and authentic take on Filipino Fusion flavor and experience.

- Best California Seltzer Co. flavor pairing: California Seltzer Company’s Hops Fizz would pair well with the Filipino flavors of White Rabbit Truck. Since White Rabbit Truck has a Mexican/Spanish twist to its flavors, Hops Fizz would add a refreshing, summertime aesthetic to the menu.

• GDBRO Truck - Food offered: Signature and gourmet burgers and sandwiches stuffed

with an array of unique flavors. Side dishes include specialty fries and mozzarella sticks.

- Beverages offered: Not listed on website. - Why are they unique?: Self-described as a culinary passion project,

GDBRO Truck aims to please with a colorful menu of unique burgers and toppings. This truck emphasizes that their burgers are “handcrafted” and made to devour.

- Best California Seltzer Co. flavor pairing: California Seltzer Company’s Cola Fizz would be a perfect pair to GDBRO Truck’s array of gourmet burgers. Both companies strive to let their consumers know that their products are handcrafted and high quality.

• Me So Hungry Truck


- Food offered: Full-sized burger options as well as sliders and a salmon rice medley. Sides include two different types of fries.

- Beverages offered: Not listed on website. - Why are they unique?: Me So Hungry Truck wants to bring gourmet

burgers to the masses without the gourmet burger price. This food truck also changes their menu seasonally.

- Best California Seltzer Co. flavor pairing: Me So Hungry Truck provides a perfect opportunity for California Seltzer Company to integrate their seasonal fizzes onto their menu.

Create Your Own Fizz Contest

Strategy

Create Your Own Fizz Contest will allow consumers to give their best shot at becoming an artisanal fizz maker themselves. There will be prizes and incentives for the person who wins this contest. Prizes can vary from cash to cases of soda.

Tactics

Announce on social media sites and use campaign hashtags so that consumers are aware of the upcoming contest.

Tools

Facebook


Twitter

Instagram


Hashtag Utilization

Strategy

Showcase California Seltzer Company’s new line of artisanal fizzes by using

three key marketing strategies for hashtags: brand and campaign specific,

trending, and content.

Tactics

Use four brand hashtags that are specific to California Seltzer Company. For a

specific campaign hashtag, use the name of the current marketing campaign.

Use a trending hashtag when you see a trend that relates to the California

Seltzer Company business. By using the trending hashtag in the content

update it can potentially get the message seen by a massive audience. Content

hashtags are hashtags used in a specific post and are not branded or highly

popular. The hashtags are simply common hashtags that are related to your

post content.

Tools

Specific brand hashtags #getfizzy, #fizzspiration, #fizzyfacts, and #fizzyfriday

Examples on next page.


CALENDAR

March April May June July August

- Social media accounts are acquired

- Create social media calendar (content creation)

- Company website design development

-Begin drafting Product Announcement Press Kit

- Contact potential vendors to carry product

- Website content development

- Finalize Product Announcement Press Kit (print and online)

- Company site is launched

- Begin reaching out to traditional media announcing product

- Arrange to set up booths at local farmer’s markets

- Implement #fizzspiration, #fizzyfacts, and #fizzyfriday into social media

- Weekly booths at farmer’s markets

-Laguna Beach Art Walk (June 4th, 6-9pm)

Santa Ana’s Artist Village Art Walk (June 6th, 7-10pm)

- Develop Product Launch Press Kit for next month (view sample news release on next page)

- Huntington Beach Art Walk/ Farmer’s Market (July 23, 6-9pm)

- Fullerton’s Art Walks (July 3rd)

- Disseminate Product Launch Press Kit (print and online)

- Begin implementing company hashtags on social media



NEWS RELEASE

FOR INFORMATION: Jessika Cantwell Day: (949) 222-2222 Eve/Wknd: (323) 712-4823 [email protected]

FOR RELEASE: April 1, 2015

LOCAL COMPANY PREPARES TO LAUNCH NEW SODA LINE California Seltzer Co. Brings an Artisanal Spin to The Beverage Industry

ORANGE COUNTY: California Seltzer Company was created by business partners Chris

Sakacs and Rachelle Alfonzo. The pair has been working to redefine the soda industry and bring

soda consumers in Orange County a handcrafted and high quality beverage. California Seltzer

Company has five flavors including: Chai, Cola, Birch, Hops, and Ginger. The sodas are created

with all-natural ingredients and can be purchased in 12 ounce bottles, cases of 24, and 5-gallon

kegs. California Seltzer Company is scheduled to launch their product in August.

“Rachelle and I wanted to create a handcrafted, locally produced ‘fizz’ to give consumers

an alternative to mass produced, chemical-laden soda beverages,” said co-founder Chris Sakacs.

“We are excited to break into the artisan and craft marketplace with a product that we are more

than proud of.”

Flavors that California Seltzer Company offers include: Chai fizz, a mixture of chai tea

infused with cream soda; Cola fizz, a classic cola recipe with a blend of citrus and cinnamon; Birch

fizz, a traditional birch beer made with birch bark, molasses and spices; Hops fizz, a blend of citrus

fruits with notes of simcoe hops; and lastly a Ginger fizz infused with bitter orange peel, coriander,

and cardamom.

- more-


California Seltzer Company Handcrafted Soda Beverages April 1, 2015 Page – 2

California Seltzer Company can be found at local farmer’s markets and art walks this

summer. They have chosen to incorporate their beverages into four local food trucks: the White

Rabbit Truck, GDBRO Truck, Me So Hungry Truck, and California Grill Truck. California Seltzer

Company has paid specific mind to how each flavor of fizz pairs with each of the food truck menus

when deciding which truck to sell their beverages through.

“I think that consumers would enjoy the food truck experience even more with specialty

beverages thrown into the mix,” said California Seltzer Company co-found Rachelle Alfonzo.

For more information regarding California Seltzer Company and their handcrafted fizzes,

nutritional facts, social media connection, and purchasing information, visit

www.caseltzercompany.com.

# # #

EDITOR’S NOTE: California Seltzer Company was founded in 2014 in Orange County, California. It was created by artisanal beverage lovers and co-founders Chris Sakacs and Rachelle Alfonzo.

http://www.caseltzercompany.com

http://www.caseltzercompany.com

Social Media Strategies

Twitter - Engagement is highest on Wednesdays and weekends

- 12 p.m. and 6 p.m. have the highest click through rates while 5 p.m. has

the highest retweets

- Update followers on California Seltzer Company day-to-day locations and

activities (example: food truck locations)

- Engage with foodie influencers, bloggers, and the community

Facebook - Social engagement peaks on Thursdays and Fridays.

- Optimal post times include 1pm for the most shares, 3 p.m. for the most

clicks and as a whole between 9 a.m. and 7 p.m.

Instagram

- The best time of the day to post is during off work hours

- Use to showcase ingredients and day to day events, including the

brewing process

- Engage with other food lovers, bloggers and consumers

Pinterest - The best times to pin throughout the day is between 2 p.m. and 4 p.m.,

and between 8 p.m. and 11 p.m. (peaking at 9 p.m.)

- Use to give recipe/cocktail ideas, party ideas, and DIY projects

HootSuite - Free to use with options to upgrade

- Ability to schedule messages in advance

- Multiple staff can manage social media on one platform

- Easy and efficient way to post to multiple platforms through a single

service

- Incredibly time efficient


Sample social media calendar:

Platforms Monday Tuesday Wednesday Thursday Friday

1 p.m. #fizzspiration; include inspirational photos, funny photos, jokes, and motivational quotes

3 p.m. Post #fizzpiration

1 p.m. Time to get through Hump Day! How do you fizz up a flat day? (Post questions and interact with responding consumers)

3 p.m. Post #fizzpiration

1 p.m. Ask consumers how they will #getfizzy this weekend

3 p.m. Post how California Seltzer Co. is celebrating #fizzyfriday

12 p.m. & 5 p.m. Post Monday #fizzpiration in 140 characters of less

Include motivational quotes, quirky photos, and one liners

12 p.m. & 5 p.m. Time to get through Hump Day! How do you fizz up a flat day? Or a short #fizzyfacts

12 p.m. & 5 p.m. In 140 characters or less, post of how California Seltzer Co. is celebrating #fizzyfriday and how they will #getfizzy over the weekend

1 p.m. Share an image of someone who has shared their photo using the hashtag #getfizzy over the weekend

5 p.m. Post Photoshopped images of #fizzyfacts (example above)

5 p.m. Post image of how California Seltzer Co. is celebrating #fizzyfriday or how they will #getfizzy over the weekend

Pin 10-20 relevant pins that correlate to brand image



!

!


CAMPAIGN BUDGET

Staffing - $20 an hour per employee

Consultants/Professional Fees - Web development:

‣ Domain fees - $9.99 per year (GoDaddy.com)

‣ Hosting via Wordpress - As low as $3.99 per month through

GoDaddy.com. We recommend using WordPress.

Photography - Model fees - Can be anywhere from $0- $400.

- Location/studio - Wolf Camp Studios in Costa Mesa provides props and full

studio for use for a flat rate. The studio has a fully stocked bar and kitchen

area, perfect for product shots of California Seltzer Company’s fizzes.

- Contact: [email protected]

Print Advertising - Design fees and charges - Approximately $200 for local newspapers and

magazines.

- Reach out to influential food bloggers and propose to swap product for

brand mention.


mailto:[email protected]

Booth - Permit designated by specific campuses - Free

- Example: Cal State Fullerton requires that all food and beverage vendors fill

out and submit an application for a temporary permit. This includes a short

questionnaire to be filled out by the vendor done in advance to be

approved by the campus.

- Table and chairs - Approximately $6 to rent a 6 ft. table and $0.75 per

plastic folding chair according to Otay Party Rentals in Fullerton.

- Sample cups - Approximately $20.99 for 750 count 5 oz. pack of clear Solo

Cups at Costco.

Travel - Gas = 13 miles per event x 4 events = $163 at $3.15 per gallon.

Total Before Contingency = $4247.61

- Contingency Reserve: Add an additional 10-15% to the subtotal to account

for any unexpected expenditures.

Grand Total = $4672.37


DIRECT PROGRAM COSTS

Publicity

- Letterheads, Press kits (print and online) = Letterheads $1.34 per piece,

press kits $189 - $275

- Mailing supplies = Packing peanuts $18.99 per carton, $4.49 per each box

- PR Distribution services (helps client’s disseminate their news to online

media, print media, journalists and bloggers while also making their press

release available for pickup by search engines. Supports businesses in

building brand awareness, increasing visibility on the web and enhancing

exposure through social media.) - $89

- Fliers and handouts - Approximately $47 per 100 fliers at Staples.

Social Media Budget - Bimonthly Facebook Post Boosts = $100 every two weeks totaling $200 per

month

- Total Cost For Post Boosting = $1200 from budget for 6 months

OC Farmer’s Market $20 or 9% of Gross - Food and Safety Permits = $12.25 for California Food Handlers Card

Training and Testing valid for 2 years.

Aperture Public Relations Billable Hours - 10 hours per week at $20 per hour

- 22 weeks of billable hours from March until August

- Total = $2,200


Evaluation

The first objective is to create brand awareness for California Seltzer Company

products with a minimum of eight farmer’s markets (Irvine, Tustin, Costa Mesa,

Laguna Hills, Huntington Beach, Laguna Beach, Irvine, and Laguna Niguel)

and four food trucks (Cali Grill Truck, White Rabbit Truck, GDBRO Truck, and

Me So Hungry Truck). We will also be trying to distribute to Orange County

based Art Walks (Laguna Beach, Santa Ana’s Artist Village Art Walk, Fullerton’s

Art Walk, and Huntington Beach) and four food festivals (OC Foodie Fest,

Made in America, Orange International Street Fair, and Artisan Food & Arts

Festival in Irvine). This is to be evaluated by counting the numbers of buyers

and food trucks that have agreed to have California Seltzer Company as part

of their offered beverage selection. The distribution of California Seltzer

Company’s products will be measured by tracking what has been will be

distributed. Aperture Public Relations will create the inquiries for these

locations by September 2015 after the product has officially launched.

Our agency aims to create a social media presence for California Seltzer

Company by increasing their following on Facebook, Twitter, and Instagram as

well as by interacting with consumers online. Aperture Public Relations will be

establishing friendly and professional relationships with consumers and other

local businesses through interaction and photo sharing on social media while

utilizing the hashtags: #getfizzy, #fizzspiration, #fizzfacts, and #fizzyfridays by

October 2015.


These measurements will be looked at through web analytics including web

traffic, social media engagement on Twitter, Facebook, and Instagram. Other

methods of evaluation will come from news clippings, print and web.

The objective to analyze the activities of the competition will be determined

by examining the social media websites and measuring the amount of activity

with consumers. We will analyze how the competition interacts with their

followers and subscribers, see how much buzz surrounds their giveaways and

how many consumers enter to win prizes, and analyze how many followers

each of their social media platforms have by March 2015.

The objective to create brand awareness for California Seltzer Company by

increasing advertising using traditional methods such as newspapers and

magazines (specially OC Register and OC Weekly) will be implemented by

contacting said outlets by August 2015.

The objective to create a brand image that highlights California Seltzer

Company’s artistry and natural ingredients will be implemented by displaying

and speaking in regards to where California Seltzer Company retrieves their

fresh ingredients from before making their artisanal sodas. There will be

representatives from California Seltzer Company at local farmer’s markets

documenting their ingredient purchases to provide pictures and videos for

consumers to see where everything comes from by May of 2015.


Conclusion


Aperture Public Relations has attempted to meet every goal and objective stated in the above text. Our research and findings have led us the creation of the most reasonable goals and tactics in an effort to reach our clients’ desired outcome. With a combination of increased social media presence, community engagement, event planning, media outreach, and carefully selected distribution partnerships and locations, we are confident that by following our proposed plan, California Seltzer Company can anticipate a successful product launch in August 2015.

Qualifications

Putting your brand in focus.

Aperture Public Relations is dedicated to bringing your visions into focus with strategic public relations services using our academic knowledge and genuine enthusiasm.


Chief PR Executive | Jessi Cantwell Relocated Northern California native, newly wed, and creative go-getter are only a few words that Jessi uses to describe herself. Throughout her college career she has been a public relations intern for the American Heart Association as well as public relations/ editorial intern for online fashion boutique, Ruche Inc. Jessi has held a leadership position and has been an avid volunteer for the nonprofit organization, Young Life, for the past three years. She has recently been hired to contribute monthly to LaurenConrad.com and VanessaLachey.com. Jessi's strengths include social media strategy, editorial writing, photography, and public speaking. photography and public speaking.

PR Manager | Arlene Herrera Arlene is a Southern California native and an adrenaline junkie! When she isn’t busy with school and work, she spends her time outdoors. Over the course of her college career Arlene has worked with Socialite Communications and Hagerty Photography as a public relations intern. Arlene has also held leadership positions at the Disneyland Resort and Pier 1 Imports. Her biggest strengths include public speaking, research, and video editing. Arlene recently returned from a five month student exchange program in Shenyang, China, where she studied Chinese language, media, and communications.

PR Administrator | Grace Lim Grace started Geekly Gaming, an independent gaming news blog, and with it she was able to challenge herself as a writer, as well as hone her public relations skills. She has also worked with the USC Information Sciences Institute and Novy Unlimited as a public relations intern. Her skills have allowed her to grow and become a well-versed in the world of public relations specializing in media relations, events/conferences, social media marketing, and content strategies. Grace is currently pursuing a degree in communications (with an emphasis on public relations) at California State University, Fullerton.

http://LaurenConrad.com

http://VanessaLachey.com

http://LaurenConrad.com

http://VanessaLachey.com


Social Media Strategist | Demetrius Lykes Demetrius has helped implement and host events for the campus wide organization, APAC. Recently he has planned the event Why I Love Black Women on the CSUF campus for APAC, which had approximately 400 female guests in attendance. Demetrius has lead the organization, WE, plan the Millions March in Los Angeles which had approximately 15,000 to 20,000 people in attendance including celebrity rappers The Game, Tyga, DJ Mustard, Tyler the Creator, singer Kevin McCall, and NBA legend Steve Nash.

Community Management Coordinator | Ivy Nguyen Ivy is a senior at California State University Fullerton, originally from Chicago, IL. This spring she will receive her B.A in Communications with an emphasis in Public Relations. Ivy is a compassionate person who is dedicated to public awareness. Her dedication to helping others has pushed her to pursue a career at a hospital where she can specialize in healthcare public relations. One of Ivy’s other loves is fashion, when she isn’t busy with work or school, you will find her interning at Le’Vie , an accessory showroom located in the Los Angeles Fashion District. At Le’Vie Showroom she has gained knowledge in marketing, building professional relationships and networking. This experience combined with over 6 years of excellent interpersonal communication and leadership skills have allowed her to work effectively with other people at all levels.

NOTE FROM EXECUTIVE DIRECTOR


To Chris & Rachelle:

First and foremost Aperture Public Relations would like to thank

you for your time and reviewal of our proposal. Our agency

admires your hard work and dedication to your budding brand

and is looking forward to aiding California Seltzer Company in

achieving their brand goals. The future looks bright for

handcrafted, artisanal sodas and we appreciate the consideration

to help you further incorporate yourselves into the food and

beverage marketplace.

Warmly,

Appendix

Survey Questions 1. What is your age? 18-24 25-24 25-44 45-54 55-64 64 and older

2. Are you employed? Yes No

3. Are you a student? Yes No

4. What is your highest level of education? Bachelor’s Degree Some college High school Other (please specify)

5. What is your marital status? Single In a relationship Married Divorced

6. Where do you live? City State Zip Code

7. Are you male or female? Male Female Not specified

8. What is your ethnicity? (Please select all that apply.)

American Indian or Alaskan Native Asian or Pacific Islander Black or African American Hispanic or Latino White / Caucasian Prefer not to answer Other (please specify)

9. Which social media platforms do you use most frequently? (Mark all that apply.)

Facebook Twitter Google+ LinkedIn Instagram Other (please specify)

10. How often have you participated in a social media contest conducted by a company or brand?

Regularly Often Sometimes Rarely Never


11. How often do you drink soda? Very often Somewhat often Sometimes Never

12. Is environmentally-conscious packaging important to you?

Very important Somewhat important No preference Somewhat important Very important

13. When choosing a soda, are health factors important to you?

Very important Somewhat important No preference Somewhat unimportant Very unimportant

14. Unique packaging influences your decision when purchasing beverages.

Strongly agree Somewhat agree No preference Somewhat disagree Strongly disagree

15. How familiar are you with handcrafted soda?

Very familiar Somewhat familiar Not too familiar Not at all No opinion

16. Where have you tried handcrafted soda before? (Mark all that apply.)

Restaurant Bar / pub Fair (craft, art, fair, etc.) Grocery / Supermarket Farmer’s Market Never tried handcrafted soda

17. Which of these unique sodas have you tried? (If none, specify in comment box.)

Jones Soda Co. Fizzio by Starbucks IZZE Other (please specify) 18. How much would you be willing to pay for

a bottle of handcrafted soda? Less than $.99 $1.00 to $1.99 $2.00 to 3.99 $4.00 to $5.00

19. Would you be more inclined to purchase soda with organic ingredients?

Yes No

20. I am more inclined to buy locally made soda.

Strongly agree Somewhat agree No preference Somewhat disagree Strongly disagree


References

“U.S. Soda Sales Decline Worsened in 2013-Beverage Digest,” http://www.reuters.com/article/2014/03/31/usa-soda-beverages-idUSL1N0MS1672014331 March 31, 2014

“Food Facility Health Permit,” Health Environmental Health www.ocfoodinfo.com/permit

“California Department of Food and Agriculture,” http://www.cdfa.ca.gov/egov/farmersmarket/producers_app_step1.asp 2014 Duggan, Maeve, Ellison B. Nicole, Lampe Cliff, Lenhart Amanda, and Madden, Mary “Social Media Update 2014,” www.pewinternet.org/2015/01/09/social-media-update-2014 January 9, 2015 Frizell, Sam “Nation’s First Soda Tax Passed in California City,” http://time.com/3558281/soda-tax-berkeley/ November 5, 2014

“U.S. Food and Drug Administration,” Registration of Food Facilities January 9, 2014

“Art Walks in Orange County,” Anaheim/Orange County http://anaheimoc.org/deals-and-discounts/free-and-almost-free/orange-county-art-walks 2015

Satran, Joe “Craft Beer Growth Pushes Number of Breweries in U.S. Higher Than Ever Before,” http://www.huffingtonpost.com/2012/12/13/craft-beer-breweries_n_2287906.html December 12, 2012

“Part Time Waiter Salaries,” Simply Salary http://www.simplyhired.com/salaries-k-part-time-waiter-jobs.html 2015

“Annual Earnings of Young Adults,” http://nces.ed.gov/programs/coe/indicator_cba.asp 2015

“U.S. Bureau of Labor Statistics,” http://www.bls.gov/ooh/computer-and-information-technology/computer-programmers.htm Wednesday, January 8, 2014

“California Grill Truck,” http://californiagrilltruck.com 2015

“White Rabbit Truck Menu,” http://whiterabbittruck.com/menu-2/ 2012

“GD BRO Truck,” http://www.gdbrotruck.com 2015

“Me So Hungry Food Truck - Sliders/Burgers/Fries/LA/SF/OC/ Los Angeles Food Truck,” http://mesohungrytruck.com/ 2015


Gillet, Rachel “The Best (And Worst) Times to Post on Social Media (Infographic),” http://www.fastcompany.com/3036184/how-to-be-a-success-at-everything/the-best-and-worst-times-to-post-on-social-media-infograph September 25, 2014 Bennett, Shea “What Are the Best times to Post on #Facebook, #Twitter, and #Instagram? [Infographic] http://www.adweek.com/socialtimes/best-time-to-post-social-media/504222 January 6, 2015

“Gallery For > Female College Student,” http://imgarcade.com/1/female-college-student/ MacDonald, Joe “How to Become a Software Developer,” http://techdegreelink.com/how-become-software-developer#formPage_1 Monday September 23, 2013

Stock, Kyle “Two Reasons for Pepsi to think Twice About SodaStream,” http://www.bloomberg.com/bw/articles/2013-06-06/two-reasons-for-pepsi-to-think-twice-about-sodastream June 6, 2013

Pranata, Amalia “Peminum Soda lebih Cepat Bertambah Tua,” http://www.revasi.com/diary/peminum-soda-lebih-cepat-bertambah-tua/ 2014

Kobliski, J. Kathy “Newspaper Ads,” http://www.entrepreneur.com/article/83096 2015


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