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TRANSCRIPT
Executive Summary Right Path PR implemented a variety of research initiatives to evaluate the current market for iced-‐coffee products in order to assess the ways Country Pure Foods may introduce iCafe in a comprehensive public relations campaign. Primary research involved multiple face-‐to-‐face methods with all key publics identified by Country Pure Foods and Right Path PR. Right Path PR conducted one focus group with college-‐aged students, 10 interviews with key audiences ages 18-‐35 and an interview with Kent Walgreens manager, Joe Roeger. Secondary research initiatives involved finding best practices, evaluating social media users, gaining insight into Walgreens shoppers and getting a greater look into key publics to find information that may be applied to future strategies and tactics. Key findings of primary research revealed that awareness of the product is non-‐existent. Kent State focus group participants agreed that if they were able to taste iCafe, they would choose it over Starbucks if placed next to each other, due to cost and flavor. Student interview participants, ages 18 to 24, agreed that the Internet and word-‐of-‐mouth communication is the best way to be reached concerning promotional events. Both focus group subjects and personally interviewed students agreed that impulse purchases are made if the product is placed at the checkout counter or if the item is on sale. Like the target audience of 18 to 24 year olds, coffee drinkers ages 25 to 35 agreed the Internet and word-‐of-‐mouth strategies are most effective and also agreed that items on sale in convenience stores spark impulse purchases. Secondary research revealed that a majority of social media users are between the ages of 18 and 34, which coincides with currently defined key audiences. Best practices research identified PomX as a good example of an iced-‐coffee product breaking into the market with innovative methods involving social media tactics among college students.
iCafe Research Report
Primary Research Report iCafe
Right Path PR held one focus group on Jan. 26, 2011 among Kent State University students ages 18 to 24. The participants willingly participated in the discussion about Country Pure Foods iced-‐coffee product, iCafe. Recruitment and Screening Participants were not asked to share any personal information and all participants signed consent forms agreeing to participate in the focus group. These students were recruited intentionally because they fit one of the primary audiences. E-‐mails were sent to 15 on-‐campus student organizations to provide a more accurate representation of Kent State University’s diverse student body. Names of the participants are not released per rules from the Kent State Institutional Review Board. The sample of students included members whose majors were:
Criminal Justice Studies Public Relations Fashion Merchandising Architectural Design Public Relations Accuracial Mathematics
Focus Group Process Right Path PR asked a series of open-‐ended questions to gain the greatest understanding from our participants on a variety of subjects. A moderator guided the discussion while the other members of Right Path PR observed the discussion and took notes. After the discussion, participants tasted the iCafe French Vanilla drink and a Starbucks French Vanilla Frappuccino drink in a blind taste test. Secondary research left Right Path PR with six clear objectives for the focus group:
• To understand coffee drinking habits in college students age 18 to 24 • To understand what motivates college students to purchase coffee • To understand which communication tools college students use to receive information • To gain knowledge about what would motivate students to come to events • To gain understanding about what motivates college students to go to drugstores such as Walgreens • To gain insight about strategies to build awareness and preference for iCafe among our target audience
Objective One
• To understand coffee drinking habits in college students age 18 to 24 Key Findings
• Most college students were coffee drinkers prior to college and consume an average of three cups per day
• A majority of participants said they drank coffee to wake themselves up in the morning • Students expressed if coffee was not available, they would purchase energy drinks to wake them up • All participants agreed that iced coffee was more enjoyable in the warmer seasons • All participants agreed that iced coffee was easier to carry than hot coffee
Objective Two
• To understand what motivates college students to purchase coffee Key Findings
• Health factors made no impact on coffee purchase decisions
FOCUS GROUP
• Students said they would not purchase a coffee beverage priced at more than $4 • If a coffee is tied to a non-‐profit or worthy cause, students said they would purchase that brand over
others • Purchase decisions about coffee are influenced by opinions of peers and family members
Objective Three
• To understand which communication tools college students use to receive information Key Findings
• Students expressed hearing most information through word of mouth • Students access information through social media such as blogs, Facebook and Twitter • Students hear about events through the on-‐campus organizations they belong to • Students expressed getting overwhelmed by Facebook invitations and tend to ignore them
Objective Four
• To gain knowledge about what would motivate students to come to events Key Findings
• Students expressed that they would come to events that offered “freebies” • Students expressed that weekday afternoon or early-‐evening events were the best times to be reached • Students would pay a minimal fee for access to an event offering entertainment • Students are more likely to attend an event that their friends are going to and/or participating in
Objective Five
• To gain understanding about what motivates college students to go to drugstores such as Walgreens Key Findings
• Most students felt too young when they went to shop at Walgreens • Students expressed they went to drugstores such as Walgreens to purchase prescriptions, cosmetics
and other hygiene products • Students said when they go to drugstores they tend to make impulse purchases while checking out • Students expressed that if they had time to think about their impulse purchase they would probably
put it back on the shelf • Students said they mostly shop at drugstores when they are on they way to another location
Objective Six • To gain insight about strategies to build awareness and preference for iCafe among our target audience
Key Findings • Students expressed that it was important to be able to taste the product in order to make a purchase
decision • Students said that having a comparison booth at student events such as “Welcome Weekend” and
“Blast Off” would be a good way for students to become aware of iCafe • Students said that iCafe would do well in campus food markets and residence halls
Taste Test Results Right Path PR thought it was important for participants to taste the product against the leading competitor: Starbucks. Participants were given two, three-‐ounce samples: one of each product. After participants tried each beverage, Right Path PR asked for feedback on each sample. Students said that Starbucks was sweet and refreshing, but that iCafe provided an “awake feeling,” and tasted more like coffee. The students expressed, since they were able to taste the product, they would pick iCafe over Starbucks if placed next to each other
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because of the lower cost and flavor. However, students expressed they were not pleased with the packaging and it looked like an energy drink. Also, students said coffee in a can does not seem “fresh.” Implications Right Path PR will create strategies and tactics to increase awareness about iCafe products with the information from the focus group. Right Path PR will attempt to reach college students through social media and face-‐to-‐face communication. Right Path PR will develop incentive-‐based initiatives that will reach students about upcoming events where iCafe will be showcased.
Right Path PR interviewed specialists from Country Pure Foods to gain knowledge about the product, the challenges they are facing and partnership options. Right Path PR spoke to: President and Chief Executive Officer Raymond Lee, Marketing Specialist Megan Ridenour, Director of Marketing Joe Koch and VP of Retail Sales Jon Hanley. Key Findings • Believes the target age group for iCafe is 18 to 24 • The biggest challenge is awareness of the product • Primarily competing against Starbucks • Cannot change name, color or size • American Dairy Association said iCafe meets 10 percent of the U.S. daily requirement of calcium • iCafe has a one-‐year shelf life • The highest calorie amount for iCafe is 130 calories, the lowest is 90 calories • Country Pure Foods is open to the idea of a sweepstakes, but is hesitant because of legal costs • Open to the idea of coupons as long as it is specific for Walgreens
Right Path PR interviewed a total five people from each age group in the key audiences. Nine open-‐ended questions were asked during the interview to allow participants to provide a more detailed answer and allow Right Path PR to gain a greater insight from each key audience. Participants 18 to 24 (Students) Courtney Jewett 22 Hudson, Ohio Amanda Albanese 21 Kent, Ohio Daniel D’Eustachio 22 Kent, Ohio Marissa Mendel 22 Cuyahoga Falls, Ohio Nathan Madison 19 Wooster, Ohio Key Findings • All participants agreed they drank coffee to keep them awake • All participants except two agreed the price of coffee did not affect the purchase decision • All participants except one agreed they do factor in the calorie amount or nutritional factors of coffee
INTERVIEW WITH COUNTRY PURE FOODS
INTERVIEWS WITH KEY AUDIENCES
• The most popular coffee brands among this target audience were Folgers and Starbucks • When participants went to drugstores such as Walgreens they normally purchased prescriptions and/or
hygiene products • Participants said they find out their information about events through the Internet and word of mouth • Participants said they would attend an event if their friends were going and it was cheap • Participants said they choose to make impulse purchases when the item is near the checkout counter or
if the item is on sale • Participants agreed that bright packaging of an item can influence them to make an impulse purchase
decision • Participants had not heard of iCafe
Participants 25 to 35 (Coffee drinkers) Julie Baldauf 35 Canton, Ohio Ginette Quien 33 Medina, Ohio Krissy Hays-‐Saur 25 Hamilton, Ohio Adam Mishler 26 Cuyahoga Falls, Ohio Scott Clark 31 Sagamore Hills, Ohio Key Findings • All participants agreed they drink coffee to keep them awake • These participants said that the price of coffee does tend to affect their purchase decision • All participants except one agreed they factor in calorie amount or nutritional values of coffee • The most popular brands among these participants are Maxwell House, Starbucks and Folgers • These participants shopped at drugstores such as Walgreens for prescription and hygiene products • These participants said they found out about events through word of mouth and the Internet, one
participant said the newspaper • Participants agreed they would come to an event if it was something of their interest and at low cost • Participants said they choose to make impulse purchases when something is on sale or catches their eye • All participants but one said they had not heard of iCafe • The one participant said she had heard of it, but did not know what it was or where she heard of it
Implications Right Path PR will take the information gained from these face-‐to-‐face interviews and put it towards communication elements for our campaign. Right Path PR will create tactics that will help its publics gain awareness about iCafe being sold at Walgreens stores. Right Path PR will create strategies and tactics that will reach our target audience through the Internet and word of mouth. Right Path PR will also create events that will interest its target audiences and will be at low cost. Quotes from Interview Participants “I usually make impulse purchases if I have extra cash and if the item is at the checkout counter.” -‐-‐Courtney Jewett, 22 “I certainly do take into consideration nutritional factors of coffee. I drink my coffee black and without sugar. I started doing this after reading an article on how many calories cream and sugar add to coffee.” -‐-‐Chris Eppich, 34 “I drink coffee to wake myself up, and I enjoy the taste” -‐-‐Amanda Albanese, 21
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“I would want to attend an event that was family and friend oriented. I would also want the event to be something that I would be interested in.” -‐-‐Ginette Quien, 33
Right Path PR interviewed Kent, Ohio Walgreens store manager, Joe Roeger. Right Path PR wanted to learn more about the traffic of Walgreens, the placement of iCafe in the Walgreens store as well as any partnership options Right Path PR had with the Walgreens in Kent, Ohio. Right Path PR also wanted to identify any challenges the manager felt he would face when trying to promote and sell iCafe. Key Findings • The stores busiest time is between 6 p.m. and 10 p.m. • Primarily most customers come to Walgreens to fill prescriptions • Most customers are between the ages of 30 to 35, which is younger than other Walgreens due to the
fact the Kent Walgreens is seconds from campus • The iCafe will be moved from the side of the checkout counter to the front of the checkout counter • The manager is trying to work on getting the price changed to $0.99 • The biggest challenge will be getting customers to become aware of iCafe and want to make the
purchase Implications Right Path PR will follow-‐up to make sure the iCafe was moved from the side of the checkout counter to the front of the checkout counter. Right Path PR will also keep in mind the main age group of the Kent Walgreens shoppers when creating strategies and tactics. Right Path PR will plan any events with Walgreens and iCafe during the times the manager expressed has the highest traffic.
Interview pending
INTERVIEW WITH KENT WALGREENS MANAGER
INTERVIEW WITH CLEVELAND SPORTS PARTNERS
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Secondary Research Report iCafe
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• 40.8 percent of Facebook’s 500 million users are age 18 to 24 • The next highest age group that uses Facebook is 25 to 34 at 29 percent • More than 150 million active users currently access Facebook through a mobile device • The average user clicks the “like” button nine times per month vs. the average user being a member of
13 groups total • The average user is invited to three events per month
The high percentage of our target audiences’ participation on Facebook shows this is a useful communication tool. Like pages are more popular than groups among all Facebook users, making a Like page a more effective way to reach our target audiences.1 2 3 Twitter
• Twitter has 190 million users tweeting 65 times a day • 45 percent of Twitter users are 18 to 34 and 24 percent of Twitter users are 35 to 49 • 49 percent of Twitter users have no college education • 38 percent of Twitter users are in college or have a college education and 13 percent are grad school
students • Thursday and Friday are the most active days on Twitter, accounting for 16 percent of Tweets
The high percentage of our target audiences' participation on Twitter shows this is a useful communication tool. This also gives us a snapshot of optimal times during the week to reach them. 4 5 Foursquare
• 6 million registered users, 60 percent of which are from the U.S. • On election day (2008), 50,416 check-‐ins occurred, Ohio came in 8th place out of 50 states, with four
percent of those check-‐ins (about 2,016 check-‐ins for Ohio) • Average users check-‐in three to four times per day • Biggest categories for 2010 check-‐ins were food related, from noon to 1 p.m. and 6 p.m. to 8 p.m. • Most check-‐ins are incentive-‐based (coupons, statuses)
The high number of users on Foursquare shows this to be a useful communication tool. The high number of food related check-‐ins also poses a possibility for our client. This research also shows that Ohio citizens are a fairly large group of users on Foursquare. 6 7 8
1 http://www.blog.kissmetrics.com/facebook-‐statistics/ 2 http://www.istrategylabs.com/2010/01/facebook-‐demographics-‐and-‐statistics-‐report-‐2010-‐145-‐growth-‐in-‐1-‐year/ 3 http://www.digitalbuzzblog.com/facebook-‐statistics-‐facts-‐figures-‐for-‐2010/ 4 http://www.nickburcher.com/2010/05/twitter-‐facts-‐and-‐figures-‐latest.html 5 http://techcrunch.com/2010/06/08/twitter-‐190-‐million-‐users/ 6 http://www.brandchannel.com/home/post/2011/01/26/Foursquares-‐2010-‐Report-‐Card-‐Top-‐Marks-‐But-‐What-‐About-‐Facebook.aspx 7 http://foursquare.com/2010infographic 8 http://digital-‐stats.blogspot.com/2010/11/demographics-‐of-‐foursquare-‐gender-‐split.html
COMMUNICATIONS TRENDS
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PeekYou – Starbucks Case Study using PeekData Reverse Identity URL Lookups This was a study that they turned into an infographic on the demographics of Starbuck’s drinkers and showed that the 25 to 34 year olds (34 percent) drink more coffee than the 18 to 24 year olds (29 percent). This is relevant because iCafe and Starbucks are both considered gourmet coffee.9 Audience
• 60 percent of all U.S. households use either whole or ground coffee beans at home and consume an average of 4.2 cups per day
• The current percentage of 18 to 24 year olds who drink coffee is still significantly lower than 2007’s high of 37 percent that was attained after several years of steady growth
• Gourmet coffee consumption among older adults returned to levels typically seen over the past eight years but rose significantly in 2008
Country Pure Foods’ target age group (18 to 24-‐year-‐olds) is important, but 25 to 34 year olds are also a viable target10
Coffee Drinkers
• Many coffee drinkers are loyal to their chain or brand, but many also switch between coffee houses like Starbucks and Dunkin’ Donuts
• The average coffee drinker visits his or her favorite chain five times per month • Out-‐of-‐home coffee preparation is down six percentage points from 2009 • In-‐home coffee brewing rose by five percent to 83 percent from 2006’s numbers • Young people prefer coffee they feel is “fresh” 11
Home-‐brewing and brand loyalty are two major barriers in reaching possible consumers. The number of drinkers who switch between coffee houses are more likely to try iCafe.12 13 Iced Coffee Drinkers
• Why people drink iced coffee: o 42 percent said it gives them energy to get through the day o 21 percent said they can drink it faster than hot coffee o 19 percent felt it helped cool them down o 18 percent like being able to drink their coffee through a straw o 56 percent of iced coffee drinkers still purchase the beverage during the winter
• When people drink iced coffee o 9 a.m. to 12 p.m. (37 percent) o 12 p.m. to 3 p.m. (30 percent) o 6 a.m. to 9 a.m. (20 percent) o After 3 p.m. (13 percent)
9 http://blog.peekyou.com/peekyou-‐starbucks-‐case-‐study-‐using-‐peekdata-‐reverse-‐identity-‐url-‐lookups/ 10 http://www.marketresearchworld.net/index.php?option=com_content&task=view&id=2897&Itemid=77 11http://www.faremagazine.com/ME2/dirmod.asp?sid=&nm=&type=Publishing&mod=Publications::Article&mid=&tier=4&id=AA910663429D4E2F80B3852379EC70C 12 http://www.ncausa.org/custom/headlines/headlinedetails.cfm?id=667&returnto=171 13http://www.streetdirectory.com/food_editorials/beverages/coffee/current_trends_of_coffee_consumption.html
DEMOGRAPHICS/ KEY AUDIENCES
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Reasons why people drink iced coffee and when they choose to drink it provides insight to when and how key messages should be communicated.14 15 Northeast Ohio Colleges School Type Location Enrollment Kent State University 4 yr. Uni Kent, Ohio 34,056 Cuyahoga Community College 2 yr. Uni Cleveland, Ohio 31,024 University of Akron 4 yr. Uni Akron, Ohio 29,251 Cleveland State University 4 yr. Uni Cleveland, Ohio 15,664 Youngstown State University 4 yr. Uni Youngstown, Ohio 14,682 Stark State College Of Technology 2 yr. Uni Canton, Ohio 13,353 Lakeland Community College 2 yr. Uni Kirtland, Ohio 12,000 Lorain Community College 2 yr. Uni Lorain, Ohio 11,124 Case Western Reserve University 4 yr. Uni (p) Cleveland, Ohio 9,800 Ashland University 4 yr. Uni (p) Ashland, Ohio 6,500 Baldwin–Wallace College 4 yr. Uni (p) Cleveland, Ohio 4,300 John Carroll University 4 yr. Uni (p) Cleveland, Ohio 4,050
North Central State College 2 yr. Uni Mansfield 3,150 Oberlin College 4 yr. Uni (p) Oberlin, Ohio 2,958 Malone University 4 yr. Uni (p) Canton, Ohio 2,600 Walsh University 4 yr. Uni (p) Canton, Ohio 2,500 Mount Vernon Nazarene University 4 yr. Uni (p) Mt. Vernon, Ohio 2,455 Mount Union 4 yr. Uni (p) Alliance, Ohio 2,200 Cleveland Institute of Music Cleveland, Ohio 2,100 College of Wooster 4 yr. Uni (p) Wooster, Ohio 1,827 Kenyon College 4 yr. Uni (p) Gambier, Ohio 1,635 Ursuline College 4 yr. Uni (p) Cleveland, Ohio 1,180 Lake Erie College 2 yr. Uni Cleveland, Ohio 920 OSU Agricultural Technical Institute Wooster 800 Notre Dame College 4 yr. Uni (p) South Euclid, Ohio 700 Cleveland Institute of Art Cleveland, Ohio 484 Chancellor University 4 yr. Uni (p) Cleveland, Ohio 422 Remington College 2 yr. Uni Cleveland, Ohio 368 Trumball Business College 2 yr. Uni Warren 321
• Starbucks Strengths
o Huge brand awareness, especially online o Has separate website for Frappuccino’s, including bottled ones o Easy to “share” things from website to Facebook
14 http://www.nydailynews.com/lifestyle/2011/01/20/2011-‐01-‐20_winter_doesnt_sway_iced_coffee_drinkers_away_from_chilled_java_new_survey_report.html#ixzz1ByBYoyKU 15http://news.dunkindonuts.com/dunkin+donuts/dunkin+donuts+news/dunkin+donuts+iced+coffee+survey.print
COMPETITORS/ BEST PRACTICES
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o iPhone application, buy coffee from phone o Links to blog posts and clear links to all social media sites
• Starbucks Weaknesses o Expensive o Tends to have a “brand name” image (some see as pretentious) o Some complaints in news stories that the names of the coffees are unnecessary (why not small,
medium, large)16 17 Using Starbucks as an example for our client will help us identify some things to do right in reaching our audience. They use creative ways and huge brand recognition to dominate the coffee market.
• POMx Iced Coffee Strengths o Flavors have interesting names, easy to carry bottles and stress how healthy their product is o Healthy Buzz iced coffee Website
Gives recipes for alcoholic drinks that can be made with their product (could be a weakness)
Has a list of sampling events Had a contest with mobile phone for a spring break trip, also had a video submission
contest for college Greek organizations at UCLA and Northwestern Offered prize of $4,000 cash and school year’s supply of POMx Iced Coffee Asked those participating to enter submissions on how they “wake the f up” Provided them with a flip video camera, cooler to keep bottles of their iced coffee cold,
six cases of their iced coffee for each week of shooting, five t-‐shirts and a $100 budget • POMx Iced Coffee Weaknesses
o Also a more expensive product than our client’s o Seems to be convincing consumers that their coffee product doesn’t taste like pomegranates
(primarily a juice company) PomX is important for us to pay attention to because they used innovative methods to reach a target audience similar to ours (college students). They found a creative way to get key publics involved with the brand and should be used as a best practice. This could be a great example to get college students involved in Northeast Ohio universities with our client’s product18 19
• McDonald’s Coffee Strengths o Drive through coffee, don’t have to get out of your car o Going for the down to earth approach, against pretentious brand name coffee o Unsnobby coffee website (unsobby.com), play games, send interventions to friends asking
them not to drink snobby coffee o Their product is cheap20
• McDonald’s Coffee Weaknesses o McDonald’s reputation of fast food21
16 http://www.frappuccino.com 17 http://www.starbucks.com 18 http://www.pomwonderful.com/products/coffee/ 19 http://www.healthybuzz.com 20http://www.unsnobbycoffee.com/ 21 http://www.mcdonalds.com/us/en/food/full_menu/beverages.html
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McDonalds is also using creative ways to get its key publics to notice its coffee. They have an innovative approach to get away from the brand name coffees by exposing the “pretentious” aspect of gourmet coffees in an entertaining way. They should be looked at as a best practice. Sports Teams Best Practices
• Dunkin’ Donuts “Caught Cold” Campaign o Partnership with the Boston Bruins o Had street-‐teams hand out tickets for a play-‐off game for people “caught cold” drinking Dunkin’
Donuts iced coffee o Drove around cities in Boston according to a schedule on Dunkin’ Donuts website o Drove around in Dunkin’ Donuts branded Toyota Yaris
The Dunkin’ Donuts “Caught Cold” Campaign could be used as a best practice for the partnership iCafe has with the Browns, Cavaliers and Monsters. 22 23 24
• San Francisco Has Wings Campaign o Red Bull sponsored San Francisco Giants pitcher Tim Lincecum o Used “Facebook Places” for people to check in during a scavenger hunt around the city o Took photos of autographed baseballs in different places around the city o First fan to check in at the different locations around the city, using the password “San
Francisco Has Wings,” won the baseball o Fans that were unable to participate in the scavenger hunt could enter Tim’s “October Heat”
Facebook photo contest Photos showed fans taking photos of themselves supporting the teams (outfits, cheers,
etc)25 The Red Bull “San Francisco Has Wings” Campaign could be used as a best practices for the partnership iCafe has with the Browns, Cavaliers and Monsters.
• More than 60 percent of the drugstore’s revenue comes from prescriptions. • Non-‐pharmacy items are an opportunity for the store, primarily through impulse buying • Over-‐the-‐counter drugs and prescriptions prompt 20 percent of Walgreens trips
Most people go to Walgreens to fill prescriptions. Food and beverage products do not draw people to Walgreens.26
22 http://www.eagletribune.com/latestnews/x1700432958/Iced-‐coffee-‐drinkers-‐beware-‐Dunkin-‐Donuts-‐is-‐looking-‐for-‐you 23 http://www.dunkindonuts.com/content/dunkindonuts/en/promotions/caughtcoldrules.html 24 http://www.dunkindonuts.com/content/dunkindonuts/en/promotions/caughtcold.html 25 http://www.allfacebook.com/red-‐bull-‐places-‐baseball-‐2010-‐10 26 http://www.acraretail.org/documents/Katy_Mullis_-‐_Walgreens_SWOT_Analysis.pdf
WALGREEENS SHOPPERS
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Northeast Ohio Media Outlets Right Path PR identified nine college newspapers reaching a total of 55,000 students in target market. The segmented portion of Ohio circulates 17 daily newspapers serving overlapping areas of the region. The papers reach as many as 250,000 (Cleveland Plain Dealer) and as little as 10,000 for smaller dailies in cities like Independence and Ashland. Searches also found more than 20 community papers with circulations ranging from 70,000 to 1,000. A full list of media outlets can be found in the appendix on page 14. Cleveland Bloggers
• Eating Cleveland o Between 6,000 and 12,000 clicks per month o Covers diverse food products including restaurants, products, farms and gardeners27
• Oh Cherry Picker o Only three months old o Clicks constantly climbing, currently 8,000 per month o Lists discounts and specials in supermarkets and drugstores around Northeast Ohio28
There is no media coverage for our client’s product that we could find. We looked at national and local news and nothing was found. We did find stories in the news about competitors, views of others on the competitors and studies on coffee drinkers and their habits. We’ve also set up Google searches for competitors as well as terms relevant to our client’s product. In more than one month, no alert has been found. The Starbucks Trenta question: How much coffee is OK? BBC News
• This article is important because it talks about the Trenta that Starbucks, a competitor, is releasing and the health effects associated with a “super sized” iced coffee drink
• Talks about how the Trenta would lead most to consume almost half of their RDA calorie intake for the day in one sitting with this new coffee drink
• Starbucks defends this by saying more ice will be put in the cup (leaving consumers to pay for less than they think they’re getting) and less caffeine
• Will only be offered for a few of the iced drinks • Also talks about the size as an inconvenience (iCafe is much smaller, compact and easier to carry)29
Starbucks drink size intrigues students The Daily Gamecock (University of South Carolina)
• Starbucks new drink size discussed by students in the article, important because assumed target audience by client is college students
27 http://www.eatingcleveland.com/ 28 http://www.ohcherrypicker.com/ 29 http://www.bbc.co.uk/news/magazine-‐12249363
CURRENT NEWS FOR ICED COFFEE
MEDIA OUTLETS
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• Many students didn’t like the huge size, too much caffeine, cup size is too large (iCafe’s size is much smaller, easier to carry) 30
30 http://www.dailygamecock.com/news/item/269-‐starbucks-‐drink-‐size-‐intrigues-‐students
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Relevant Media Loudonville Times Community Newspaper 2,500 The Journal Community Newspaper 2,000 Dalton Gazette & Kidron News Community Newspaper 1,485 Sun Newspapers Community Newspaper Publisher 246,361 Record Publishing Company Community Newspaper Publisher 97,079 Leader Publications Community Newspaper Publisher 65,400 The Suburbanite Community Newspaper Publisher 46,000 Chagrin Valley Publishing Co. Community Newspaper Publisher 25,000 Town Crier Community Newspapers Community Newspaper Publisher 20,000 E.J. Gottschalk Publishing Company Community Newspaper Publisher 9,000 Farmer-‐Record Newspapers Community Newspaper Publisher 6,100 Alliance Publishing Company Community Newspaper Publisher 6,050 Oberlin & Amherst Newspapers Community Newspaper Publisher 4,000 The Plain Dealer Daily Newspaper 252,608 Akron Beacon Journal Daily Newspaper 92,856 The Repository Daily Newspaper 59,564 The Vindicator Daily Newspaper 46,748 The News-‐Herald Daily Newspaper 33,313 Tribune Chronicle Daily Newspaper 27,274 The Chronicle-‐Telegram Daily Newspaper 24,512 The Morning Journal Daily Newspaper 21,589 The Daily Record Daily Newspaper 21,283 The Times-‐Reporter Daily Newspaper 18,594 Record-‐Courier Daily Newspaper 17,406 The Alliance Review Daily Newspaper 13,200 The Medina County Gazette Daily Newspaper 12,017 Ashland Times-‐Gazette Daily Newspaper 11,374 The Independent Daily Newspaper 11,074 Morning Journal Daily Newspaper 10,577 Salem News Daily Newspaper 5,030 Alternative Press Magazine 297,222 Smart Business Magazine 205,985 Long Weekends Magazine 200,000 New Equipment Digest Magazine 185,330 mental_floss Magazine 90,705 Lake/Geauga Family Magazine 79,000 Ohio Magazine Magazine 67,630 Z Magazine Magazine 45,000 Kaleidoscope Magazine 40,000 Mahoning Valley Parent Magazine 38,284 Cleveland Magazine Magazine 36,863 Cleveland Barhopper Magazine 30,000
APPENDIX A
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Cleveland/Akron Health & Wellness Magazine 30,000 Ohio Sports & Fitness Magazine Magazine 30,000 Cleveland/Akron Family Magazine 27,229 Lake Erie Living Magazine 25,000 Your Teen Magazine 22,000 Shaker Life Magazine Magazine 21,000 Cleveland Business Connects Magazine 20,000 Crain's Cleveland Business Magazine 19,961 Akron Life & Leisure Magazine 15,846 This Week In Cleveland Magazine 10,000 Today's Family Magazine Magazine 10,000 Lake County Business Journal Magazine 6,000 21 News 6 P.M. — WFMJ-‐TV Television Station Show 33 News at 11 — WYTV-‐TV Television Station Show Channel 3 News at 6 — WKYC-‐TV Television Station Show Fox 8 News at 6 PM — WJW-‐TV Television Station Show Good Company — WKYC-‐TV Television Station Show Good Morning Cleveland — WEWS-‐TV Television Station Show News Channel 5 at 11 — WEWS-‐TV Television Station Show TV 27 First News at 6 — WKBN-‐TV Television Station Show
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