Public Relations
Campaign
Taylor Almony
Amina Spahic
Calvin Burrows
Jadian Warren
Kamelia Sandova
 
 
Table of Contents
Executive Summary…………………………………2
Background…………………………………………….4
Current Situation…………………………………….8
C...
 
 
2
Executive Summary
Naga Tea is a new teahouse in Temple Terrace. It was started by two
recent USF graduates who wa...
 
 
large share of these workers. This as well as advantages in greater funding
and advertising capabilities by Naga Te...
 
 
Background
Purpose & Objectives
Our client, Naga Tea, provides freshly brewed authentic and organic
Taiwanese teas ...
 
 
responsible for helping our client achieve their goals are the Tea farmers
who ship the tea leaves to Naga thus ena...
 
 
Funding
Our clients used their own money to fund the startup and current
operational costs of Naga Tea. They plan o...
 
 
in their teas. Where the client struggles is being able to reach its existing
customers and potential customer base...
 
 
8
Current Situation
Naga Tea is a one of a kind establishment in the Tampa area. They
opened in October 2014 and ar...
 
 
They plan to utilize tactics such as delivery to provide more convenience
to that specific target group. Naga Tea m...
 
 
Initiated PR Efforts
• Flyers have been distributed to local business in the area and also on
USF campus.
• Attenda...
 
 
Current Position within the Community
The focus of Naga Tea is to create organic and health conscious drinks
while ...
 
 
12
Possible Campaign Pitfalls
 
The proposed campaign will feature a two tier goal structure designed to
target ...
 
 
Primary
• It could be hard to compete with more established tea businesses in
the area.
• The location of Naga Tea ...
 
 
14
• Time sensitive deliveries could be a problem, especially on large
orders, which will take some time to prepare...
 
 
Opportunities
15
Primary
• Create a recognizable brand for the business. Position Naga Tea as
the best choice for o...
 
 
Research
Statement of Problem
Naga Tea is a one of a kind tea destination, which opened in October of
2014 and is o...
 
 
local businesses they would like to target for deliveries in the future while
maintaining and growing their in-stor...
 
 
Based on these results, we can see that our client must utilize social media
and other mediums as alternative forms...
 
 
The survey is designed to show ordering habits and potential interest in
the delivery service Naga Tea offers. In o...
 
 
spend money and whether store hours need to be reevaluated.
Method
Customer Survey
In order to meet the demands of ...
 
 
We asked lifestyle questions in order to identify new areas we could
expand into. This survey focused on customers’...
 
 
completion. Customers would do it simply because they had nothing else
to do at that moment. The survey was short a...
 
 
company’s desire for our product.
Business surveys were printed and given to each member of our team.
Each member t...
 
 
24
If extended past one week, we may have run into duplicate surveys and
overall annoyance of each population. Half...
 
 
25
Analysis
All of the surveys that were distributed to both businesses and in store
were paper surveys. To make su...
 
 
26
Once all data was entered into the system, our team analyzed the
responses to see if the gathered information wa...
 
 
27
Application & Interpretation
Naga Tea is a fairly new business and the survey administered to in-store
customers...
 
 
28
But nearly 80 percent of the surveyed customers showed interest in an
app that would allow the to pre-order drin...
 
 
29
This proves that a business delivery service would be useful to create, but
correct promotion is needed. A major...
 
 
Goals
Goal 1: To create awareness about Naga Tea in
the Tampa Bay Area.
Objective 1: To increase sales over the nex...
 
 
31
Objective 2: Raise third party media mentions by 2 mentions per month
for the next 6 months.
Strategy: Feature N...
 
 
32
Objective 3: Increase reach of social media analytics by 30% over a
period of 6 months.
Strategy: Develop a unif...
 
 
33
Goal 2: Position Naga Tea as a leader in healthy
beverages deliveries in the Tampa Bay Area.
Objective 1: Increa...
 
 
34
Timetable - June
Sunday
  Monday
  Tuesday
  Wednesday
  Thursday
  Friday
  Saturday
 
31
  1
...
 
 
35
Timetable - July
Sunday
  Monday
  Tuesday
  Wednesday
  Thursday
  Friday
  Saturday
 
28
  29	...
 
 
36
Timetable - August
Sunday
  Monday
  Tuesday
  Wednesday
  Thursday
  Friday
  Saturday
 
26
  2...
 
 
Timetable - September
Sunday
  Monday
  Tuesday
  Wednesday
  Thursday
  Friday
  Saturday
 
30
  3...
 
 
Timetable - October
Sunday
  Monday
  Tuesday
  Wednesday
  Thursday
  Friday
  Saturday
 
27
  28	...
 
 
Timetable - November
Sunday
  Monday
  Tuesday
  Wednesday
  Thursday
  Friday
  Saturday
 
1
  2
...
 
 
Timetable - December
Sunday
  Monday
  Tuesday
  Wednesday
  Thursday
  Friday
  Saturday
 
29
  30...
 
 
41
Appendix
Recommendations:
“Tea Bag” Cards
PR6 will provide the template for the card that can be updated for eve...
 
 
42
Summer Splash
This serves as an example of what a promotional brochure for the
Summer Splash campaign will look ...
 
 
43
Blogger Pitch Letter
This is an example of the type of pitch letter we will design for Naga Tea
when we contact ...
 
 
44
App
In our research we found that an app is something that existing
customers of Naga Tea will be highly interes...
 
 
45
 
 
46
 
 
47
 
 
 
48
 
 
49
4. Age?
a. 18-22
b. 23-27
c. 28-32
d. 32-36
e. 37+
5. How do you rate your satisfaction with Naga
Tea?
1 2 3 4 5...
 
 
 
50
Question 1
 
 
 
51
Question 2
 
 
 
52
Question 3
 
 
 
53
Question 4
 
 
 
54
Question 5
 
 
 
55
Question 6
 
 
56
Question 7
 
 
  57
5. Would you be interested in a delivery service
that could bring tea to your office?
a. yes
b. no
6. Do yo...
 
 
 
 
58
Questions 1
 
 
 
 
59
Question 2
 
 
 
 
 
60
Question 3
 
 
 
 
 
 
61
Question 4
 
 
 
 
 
 
62
Question 5
 
 
 
 
 
 
63
Question 6
 
 
 
 
 
 
64
Question 7
 
 
 
 
 
 
65
Question 8
 
 
 
 
 
 
 
 
66
Question 9
of 67

Naga Tea (1)

Published on: Mar 3, 2016
Source: www.slideshare.net


Transcripts - Naga Tea (1)

  • 1.     Public Relations Campaign Taylor Almony Amina Spahic Calvin Burrows Jadian Warren Kamelia Sandova
  • 2.     Table of Contents Executive Summary…………………………………2 Background…………………………………………….4 Current Situation…………………………………….8 Challenges & Opportunities………………………13&15 Research…………………………………………………16 Analysis………………………………………………….25 Application & Interpretation…………………….27 Goals……………………………………………………..30 Timetable……………………………………………….34 Appendix………………………………………………..41 1
  • 3.     2 Executive Summary Naga Tea is a new teahouse in Temple Terrace. It was started by two recent USF graduates who want to provide an authentic Taiwanese tea experience that they grew up with to residents of the Temple Terrace/Tampa area. They plan to do this by differentiating their product from other tea and coffee shops. Naga tea is original because: • It is made from authentic tea leaves from farms located in Taiwan • It contains no powders or artificial ingredients of any kind • It contains fresh, organic fruit from local farmers only • It is made to encourage a healthy and fit lifestyle for it’s customers Naga Tea currently consists of eight total employees including the two owners Carl Yen and Yi-hsiang Liao. They are targeting USF students with over 50% of their current customers coming from this group. They are looking to aggressively target office workers in the area and hope to provide them with a healthy, alternative source of energy. Yen’s plan is to get people to understand that a cup of tea can provide these workers with just as much energy as a cup of coffee without the hard crash that usually follows as Naga Tea products contain considerably less caffeine. Our
  • 4.     large share of these workers. This as well as advantages in greater funding and advertising capabilities by Naga Tea’s competitors make it challenging for our client’s to infiltrate the market. 3
  • 5.     Background Purpose & Objectives Our client, Naga Tea, provides freshly brewed authentic and organic Taiwanese teas to customers in the Temple Terrace area. Our client aims to provide an authentic Bubble Tea experience to it’s customers. Bubble tea is a Taiwanese tea-based drink invented in Taichung in the 1980’s. Bubble Tea’s contain a tea base mixed or shaken with fruit or milk. The "bubble" refers to the foam created by shaking the tea. Naga Tea reaches their objective by serving fresh, herbal, milk, and all fruit teas that contain no powders or artificial sweeteners. Composition The governance structure of Naga Tea consists of eight total employees. There are two owners, Carl Yen and Yi-hsiang Liao. Both are recent graduates of The University of South Florida with Yen receiving a Master’s Degree in Medical Science in the Summer of 2014 and Yi-hsiang Liao with a Master’s Degree in Entrepreneurship in the Summer of 2014. Our client also has one full-time marketing representative working with them who provides strategies to try and help this new business grow and expand their operations. A Manager, Assistant Manager, and three shop 4
  • 6.     responsible for helping our client achieve their goals are the Tea farmers who ship the tea leaves to Naga thus enabling them to make their product. Relevant Publics Naga Tea is located at 10950 North 56th Street Temple Terrace, FL 33617. Therefore our client primarily serves all people within the Temple Terrace and USF area. However, there is a strong customer base consisting of current USF students and employees. This stems from the fact that because both Carl and Yi-hsiang were USF students they still know many students and employees on campus that they have told about their new business. Of course, through word of mouth Naga Tea entered the knowledge of many others in the USF community and Naga Tea created it’s first customer base. The Asian community in the Temple Terrace area seems to provide quite a prevalent number of customers as well. This is most likely due to the fact that they grew up in cultures in which Bubble Tea or perhaps something similar to it was prevalent. Our client has stated that they have put a particular emphasis on office workers in the area. When still a medical student at USF Yen would work in the medical offices on and around the USF campus. Yen stated that multiple times a day somebody in the office would need to go to Starbucks to get coffee for everyone. Our client believes that if they can reach this specific group of customers that they can begin to grow their profits exponentially. 5
  • 7.     Funding Our clients used their own money to fund the startup and current operational costs of Naga Tea. They plan on using as much of their own money as possible for funding operations in the near future. Further on down the road when they wish to expand their operations they have said they might have to seek funding from other sources such as a loan from a bank or private investors. As of now they have brought in roughly $100,000 in revenue. Competitive Frame Direct competitors to our client include Starbucks, Dunkin Donuts, Einstein Bagels, and other establishments that serve Coffee and caffeine filled drinks. Although coffee and tea are very different beverages our clients are positioning themselves as an healthy alternative to coffee. Tea contains a smaller, healthier, amount of caffeine compared to coffee, and at Naga Tea, customers can choose how much sugar they want to add to their drink. They have the ability to make it an even healthier option. Our clients recognize the need of everyday working class individuals to procure boosts of energy throughout the day and would like to provide these people with a safer and healthier way to do so. The client is more focused on the well being of the customer compared to its competitors. Our client aims to encourage health of the mind and body through their 6
  • 8.     in their teas. Where the client struggles is being able to reach its existing customers and potential customer base to the extent that their competitors can. Naga Tea does not have the funding or infrastructure of the aforementioned companies. These companies can use the funding and infrastructure that they do have to operate national advertising campaign plans increasing their customer base and driving sales.   7
  • 9.     8 Current Situation Naga Tea is a one of a kind establishment in the Tampa area. They opened in October 2014 and are in the early stages of brand development and management. The owners have been making tea for years and are well educated in best tea preparation. Naga tea has an exceptional product, but is in a market with high competition. Many other competitors offer a large variety of beverages and flavors. However, none in the immediate area offer the authenticity of Naga Tea. While the local tea industry is highly competitive, Naga Tea is alone in its commitment to providing customers with authentic tea that is healthy and organic. All their ingredients are imported from Taiwan to ensure an authentic taste. Healthy, authentic and organic is the center of the Naga Tea brand. To raise awareness, Naga Tea has incorporated various public relations tactics that have been received favorably by the community. Naga Tea has utilized flyer distribution, social media promotion, and organization partnerships to increase brand awareness in the Tampa area. Proximity to many local business and USF provide unique partnership and business opportunities for Naga Tea. They already have great support from the college community and want to gain that same support from Tampa
  • 10.     They plan to utilize tactics such as delivery to provide more convenience to that specific target group. Naga Tea makes high claims about the quality of their product. They need to ensure that employees are educated about their standards. They need to be consistent in order to ensure that customers receive the quality products they are promised. Development Growth Naga Tea has been open for less than a year and is in the beginning stages of their marketing and public relations efforts. There is little growth and evolution to show for the business because there hasn’t been sufficient time to evaluate the success or failure of their different public relations tactics. History The idea originated from two former USF students who wanted to provide a healthier alternative to coffee and teas filled with pure sugar. Naga Tea took about a year to execute and formulate into business plan while the store has only been open since October 2014. Being raised in 9
  • 11.     Initiated PR Efforts • Flyers have been distributed to local business in the area and also on USF campus. • Attendance at USF events distributing free samples • Hosting different student organizations for fundraising opportunities • Advertisements and articles have been placed in various local papers (Creative Loafing) • They have been featured in various blogs by local food critics (Carlos Eats) • Regularly updated website which is visually pleasing and informative • Social Media o Facebook coupons and deals o Sponsored/ Boosted Facebook posts o Facebook Ads o Instagram Contests o Featuring weekly tea with description and benefits o Reposting customers praise and photos on Instagram 10
  • 12.     Current Position within the Community The focus of Naga Tea is to create organic and health conscious drinks while introducing a new public to the traditional Taiwanese tea. The community which the businesses is part of is known to be supportive of small independently owned businesses. The key to success is this small and competitive market is to create the connection between the employees and the locals. The community has had a positive response towards Naga Tea since they opened in October of last year. Business has been growing steadily and many USF students have shown their support. The growing trend of health conscious individuals who are living a healthier lifestyle shows this is a great addition to the area and the future for the business. Vision The client’s vision for the business is to grow the Naga Tea brand into a leader of the growing tea industry by emerging as the healthier choice compared to other local boba or tea businesses. Another businesses side they are looking to expand on is the creating a loyal businesses consumer market to which they will offer a delivery service. The ultimate goal is to increase awareness of the product/business in the area and grow the consumer pool. The expectations of our efforts, which have been discussed with the client, is centered around targeting the 11
  • 13.     12 Possible Campaign Pitfalls   The proposed campaign will feature a two tier goal structure designed to target both in store customers both current or potential people who will be interested in the product. The second goal of the campaign is to reach the local business consumer base which will increase delivery sales and open up a bigger market for Naga Tea. Our public relations campaign is designed to create awareness and increase profits for Naga Tea. To avoid possible challenges or pitfalls of the campaign we plan to: • Regularly measure audience awareness, audience action and attitude changes towards the brand by creating two way channel of communications through in store comment cards and social media accounts. • Adjusting tactics accordingly to success and failure rate during the 6-month campaign. • Measuring any sales growth on a month-to-month basis from the beginning to the end of the campaign to measure if the campaign and pr efforts are successful.
  • 14.     Primary • It could be hard to compete with more established tea businesses in the area. • The location of Naga Tea could be a potential challenge because it’s not in a busy plaza, which eliminates consumer foot traffic. The lack of visibility from the street is another challenge if potential customers are trying to find the business. • A direct threat is the new tea business opening in the Winn Dixie plaza near them, which could draw some customers away. • Limited parking. • Currently Naga Tea’s hours are from 12 in the afternoon to 10 pm. This eliminates the morning crowd of caffeine drinkers. if businesses and businesses professionals are the new target public, the store hours might have to be revised to properly serve their customers. Secondary • In terms of market competition the higher price of the drinks could eliminate some customers. Naga Tea will have to market the health Challenges 13
  • 15.     14 • Time sensitive deliveries could be a problem, especially on large orders, which will take some time to prepare. Currently the only way to place orders is by calling the store. In the long run it will be beneficial to invest into website ordering or an app to expedite order time and clarity to eliminate wrong orders. • As the business continues to grow and expand, they will need to hire more employees. Training and consistency of tea preparation will be key to keep the quality of their drinks and their edge over the competition.
  • 16.     Opportunities 15 Primary • Create a recognizable brand for the business. Position Naga Tea as the best choice for organic healthy and authentic tea drinks in the area. • As a small independently owned company, using the community and their support of local businesses is a free way to boost their status in the area by networking. • A positive side of their location is the proximity of many health professional offices and businesses. Naga Tea can use this proximity to offer delivery and catering to the offices in a timely and professional manner. • A recommendation is to create an easy to use ordering system through an app or their website to help with over the phone and delivery orders confusion. • Naga Tea is unique in the way each customer can customize their tea to their individual taste. Instead of having set sweet levels, Naga tea uses 0-100% sweetness chart to offer a variety of sugar levels. • The owners are both USF graduates, which encourages customer loyalty from current students, alumni and faculty.
  • 17.     Research Statement of Problem Naga Tea is a one of a kind tea destination, which opened in October of 2014 and is owned by two USF alumni. The business provides authentic quality organic products in a growing market with high competition. The current clientele is a mix of college students and word of mouth references which draws in the local public. The business has used marketing strategies including social media contests, flyers, and multiple features in local papers to generate buzz about their product. Naga Tea has shown steady growth in customers and revenue since it’s opening so the owners are looking to expand into tea deliveries for local businesses. A key problem for a growing business like Naga Tea is their location. Currently the business is located in quiet plaza with very low foot traffic and limited parking spaces. The owners would like to expand the services they provide to include weekly business deliveries, Naga Tea needs to raise their profile in the neighborhood and create a bigger awareness and knowledge about their product and services to their potential customer base. 16
  • 18.     local businesses they would like to target for deliveries in the future while maintaining and growing their in-store customer base. Executive Summary Research was conducted for Naga Tea in order to determine what would be the best ways to increase their profile and create awareness amongst local businesses. To do this, we conducted a business survey and an in- store customer survey. The business survey aimed to determine if any businesses would be interested in receiving deliveries. The in-store survey aimed to determine both customers’ current satisfaction with Naga Tea, and areas in which they feel that they can improve. The findings were as follows: • Word-of-mouth accounts for 78.85% of Naga Tea’s advertising with social media coming in second at 15.38% • 79.03% of customers surveyed showed interest in having an app for pre-ordering or deliveries. • 58 percent of customers said they consume coffee or tea mostly after 3 p.m. • Out of the 15 businesses that were targeted, 100 percent of the representatives had not heard of Naga Tea. • Out of the 15 businesses surveyed, 10 wanted a healthier 17
  • 19.     Based on these results, we can see that our client must utilize social media and other mediums as alternative forms of advertising in order to increase brand awareness. This is very necessary in order to create awareness amongst the local businesses that they plan to target, who as of now are completely unaware of Naga Tea. Educating these potential customers about the health benefits of tea over coffee would be extremely beneficial, as it would provide customers with the knowledge that there is a healthy substitute available for purchase. Research Question/Hypothesis We designed two surveys: a business survey and an in-store customer survey to gage both target audience and what methods would be appropriate to target each in the future. Business Survey This survey is meant to target potential business clients in the area around the Naga Tea location who would be interested in deliveries. The questions in the survey are constructed to observe company patterns, company lifestyle values, interest levels and need for deliveries. We also want to know if businesses in the area had any previous knowledge of Naga Tea. 18
  • 20.     The survey is designed to show ordering habits and potential interest in the delivery service Naga Tea offers. In order to find effective ways to market Naga Tea products to businesses we asked them lifestyle questions to find the value they place on organic and health conscious drinks. We were also interested in the future marketing and public relations efforts which will be needed to increase awareness of Naga Tea to local customers. We structured a question to show if any of those businesses surveyed were already familiar with the brand. Customer Survey The in-store customer survey was designed to collect data on existing customers, their spending habits, their satisfaction with Naga Tea and their interest in potential business additions. We want to see what the business is doing right and in what areas they can improve to reach a bigger target audience. The survey is necessary in deciding whether past public relations and marketing efforts have been effective in reaching a customer base or if they need to be adjusted. Naga Tea is potentially interested in investing in an app to help their customers with faster and correct orders. To show potential client interest in an ordering app we included it as a question survey to show if an investment in the technology is worth the cost. The survey includes a question targeting the time of day people are more 19
  • 21.     spend money and whether store hours need to be reevaluated. Method Customer Survey In order to meet the demands of our client, we needed to focus on two specific populations, which we researched through surveys. Our first population was current customers because their satisfaction is important to ensure business growth and sustainability. The more satisfied the customer, the more likely they are to refer friends, families, and others. Customers who are satisfied will practice brand loyalty when choosing a place to get their tea. Naga Tea can continually bring in new customers, but if current customers are not staying the business will never grow. Understanding what current customers want, or what needs to be improved, can give insight to how to approach a new population of customers. The company has to simultaneously work on current customer concerns while trying to bring new customers. Therefore, the customer survey gages customer satisfaction and possible improvements. We also wanted to survey current customers to see their age demographic. We assume because of the close proximity to USF, that a majority of customers are college age students (between the ages of 18- 22). The survey would give us a better understanding of the demographic 20
  • 22.     We asked lifestyle questions in order to identify new areas we could expand into. This survey focused on customers’ lifestyle, customers’ satisfaction, and testing of new ideas like the app. Our technique for gathering information for both populations were printed surveys. The idea of online surveys were presented, but was quickly dismissed as reaching out to respondents online might yield less immediate responses. Customer surveys were printed and placed by the cash register in Naga Tea. We felt more responses would be received this way because there's a wait time before customers get their order. We wanted to utilize this wait time by suggesting customers fill out a short survey before their order is ready. Customers already have to wait a few minutes to receive their order so in that downtime it would be easy for them to fill out the survey and return it right away. This technique was immediate and got respondents at a time when they were not busy, but instead just waiting. It was important to get customers as they were in the store because once the customer left, the chances of them completing surveys lessened as they may not remember or not care to do so anymore. There was a box where all the completed surveys went to ensure each customer remained anonymous and to ensure secure and protected surveys. This method worked well for us because at the end of the day we could pick up the surveys and make sure to remind staff to encourage customers to take the survey. Surveys were offered at a convenient time for customers, so there was not a need to offer an incentive for survey 21
  • 23.     completion. Customers would do it simply because they had nothing else to do at that moment. The survey was short and clear so respondents could quickly complete the survey without to much effort. Each question was precise and the answers were clear making it easy for the respondent to answer each question. The answers did not require in depth thinking, and the customer would know the answer quickly without deep thought. This method seemed the best way to reach as many customers as possible. Business Survey Our second population is local businesses in the Tampa Bay area. Naga Tea wants to diversify their customer base by including more professionals in the area. In order to reach this demographic, we have to go where they are and they are working in local businesses. As businesses frequently cater for weekly employee meetings and other employee events, we wanted to gage interest in businesses providing tea for employees. If we can break into businesses deliveries, then employees of that business will also come in on their own free time. Targeting businesses will both increase deliveries and increase the amount of professionals Naga serves. However, before we target these businesses we had to find out if there was either a need or a want for Naga’s products and services. We asked various lifestyle questions that we would use to identify habits we could center promotion plans. This survey 22
  • 24.     company’s desire for our product. Business surveys were printed and given to each member of our team. Each member then went to local businesses and asked an employee to fill out our survey. We chose to go in person because it would legitimize the whole process. A business would not easily give information on social media or through email. We have no other effective avenue to reach a business other than going in ourselves. It would be harder to reach businesses through an online venue because it is easier to ignore a link than it is to ignore a person standing in your lobby. By going in person we were guaranteed an immediate yes or no. Going in person also ensured that any doubts the respondent had could be addressed therefore increasing the odds of completing the survey. After the survey is completed it would immediately return to the possession of a team member. This ensures confidentiality and organizing in the research process. We kept this survey short and clear so the respondent could move through the survey quickly. We made sure the questions would provide us with important information, but we did not ask intruding questions. This technique was best for this population. While the Internet may have reached more businesses, going in person ensured more responses. Research was conducted on each population for the duration of one week. We felt one week was enough time to get significant amount of completed 23
  • 25.     24 If extended past one week, we may have run into duplicate surveys and overall annoyance of each population. Halfway throughout the week we would assess.
  • 26.     25 Analysis All of the surveys that were distributed to both businesses and in store were paper surveys. To make sure everything was organized and properly recorded in the same place our team inputted all the completed surveys in to SurveyMonkey. Organization in research is extremely important to the analysis because it ensures every response is processed swiftly and accurately. We want to provide our client with the most insightful results as possible. SurveyMonkey provides charts and graphs of responses so it would make analyzing each response easier for the group. By using this online tool, it makes condensing information easier. Not only do we have to easily understand the information, but the results also have to be understandable for the client. In order for the client to understand our decisions, they have to understand the reasoning behind it. The client may have perceived notions on what they need to do to be successful, but the research may provide a different angle that the client will have to be comfortable with. Survey monkey will also help give the team an accurate display of responses and how they correlation with each other. Viewing correlations between answers will determine how we create our goals and objectives of the campaign plan. These correlations will also help us prioritize which issue is most important to tackle in our campaign.
  • 27.     26 Once all data was entered into the system, our team analyzed the responses to see if the gathered information was enough to continue to the next step of planning our campaign. We discussed what the results for each question meant and how that would affect any campaign ideas we might have had. We had to look at the research info with an unbiased mindset so we would provide a useful campaign for our client. We kept in mind what the client wanted, but focused on the issues brought forth in the results. We discussed adjusting objectives and goals to align with the new information we acquired. We made sure each goal, objective, strategy and tactic could be related back to the research results. All the results of our survey could be found in the Appendix on page 49.
  • 28.     27 Application & Interpretation Naga Tea is a fairly new business and the survey administered to in-store customers was done in order to gauge the satisfaction and progress of Naga Tea. Over 50 percent of customers surveyed are between the ages of 18 and 22. Naga Tea predominantly services college students in the area and has done most of its networking and promoting at the University of South Florida campus. Therefore, these results are accurate based on the current promotions and campaigns Naga Tea currently use. This is also the likely reason why nearly 80 percent of customers surveyed heard about Naga Tea through another person. College students tend to be very social, so word of mouth is an easy way to gain business with this demographic. Naga Tea opens at 12:00 p.m. so questions were generated to see when and how often people coming in consume coffee or tea and 58 percent said after 3 p.m. A majority of the customers surveyed also reported they go out at least once a week to purchase coffee or tea. Naga Tea’s operating hours are not competitive with other places like Starbucks or Dunkin Donuts which open early or have 24 hour drive-thrus. The demographic surveyed, however, did not see the hours as a problem based on the time that they normally would purchase coffee or tea. It is safe to assume that the college student demographic is less likely to make tea purchases in the morning hours.
  • 29.     28 But nearly 80 percent of the surveyed customers showed interest in an app that would allow the to pre-order drinks and order deliveries to conserve time. The customer survey responses correlate with tendencies of the college age demographic. Their need for technology to better services is one Naga should implement. Satisfaction with Naga Tea rated favorably for the current customer surveys. While many customers offered suggestion on where Naga could improve, these improvements did not deter from the favorable satisfaction felt with the products and services. These surveys showed that Naga Tea needs to widen their demographic as college age individuals now make the majority. However, this group is the backbone of Naga and the campaign should ensure brand loyalty from them. Naga Tea owners initially showed interest in targeting business specifically with their delivery service. 6PR generated a business survey to determine how to curate business from this demographic. We surveyed 15 businesses within the local area and out of the 15 businesses that were targeted, 100 percent of the representatives had not heard of Naga Tea. These businesses were located within approximately walking distance from Naga Tea. The responses we gathered show that Naga needs to dedicate more promotion toward this demographic if they want increase business from them. The potential for a good working relationship is there because all but one business showed interest in a delivery service.
  • 30.     29 This proves that a business delivery service would be useful to create, but correct promotion is needed. A majority also reported that coffee or tea were provided at least once a week to their employees. Because people working in office settings are generally under a time schedule, Naga Tea’s delivery service coupled with the healthier alternative framing can be easily sold to businesses with enough networking and legwork. Out of the 15 businesses surveyed, 10 wanted a healthier alternative to coffee; however, nearly half were unaware of the benefits that tea has over coffee. Not only does Naga Tea need to target this demographic specifically, but they also need to provide useful information in their campaigns. When this group understands the benefits they will be more likely to purchase. The research and potential is available to Naga Tea if a task force was dedicated to solely expanding into business deliveries. Social media efforts by Naga Tea are noteworthy and updates are made daily, but the required work it would take for business to gain awareness calls for person-to-person interaction. Many local businesses are not as active on social media as the college aged demographic. Social media alone will not be useful in targeting businesses. A more traditional promotional approach needs to be taken.
  • 31.     Goals Goal 1: To create awareness about Naga Tea in the Tampa Bay Area. Objective 1: To increase sales over the next 6 months and measure sale increase on a month-to-month basis to show growth. Strategy: Position Naga Tea as a competitor in the local coffee/tea shops market by framing it as a healthy alternative to the rest. Tactic 1: Create “tea bag” informational card to increase customer knowledge about product. The front of the card will feature information and benefits on featured teas and the back will have the location. Tactic 2: Make “tea bag” card available in store as well as local gyms, yoga studios, vitamin and supplement store, as well as organic produce stores. 30
  • 32.     31 Objective 2: Raise third party media mentions by 2 mentions per month for the next 6 months. Strategy: Feature Naga Tea in local food blogs and papers to increase reach and introduce clients to the healthy and organic products offered at Naga Tea. Tactic 1: Make a list of local food blogs and papers that cover new local businesses. Tactic 2: Prepare pitch letter to email to food bloggers (an example is featured in the appendix section). Tactic 3: Contact bloggers and local papers to pitch the benefits of Naga Tea.
  • 33.     32 Objective 3: Increase reach of social media analytics by 30% over a period of 6 months. Strategy: Develop a unified brand message for Naga Tea that will be recognizable to all customers. Tactic 1: Begin the summer campaign with our the release of our “Summer Splash” brochure. This will create social media traffic for Naga Tea and feature them as a place to cool off in the summer heat. An example is available in the Appendix on page 42. Tactic 2: Market specific teas for specific interest categories: • Weight loss • Stress relief • Sleep • Detox Tactic 3: Create a social media campaign to target existing customers and new clientele. • Use catchy and memorable hash tags and use in all social media platforms to increase social media traffic. Ex. #benefitmetea
  • 34.     33 Goal 2: Position Naga Tea as a leader in healthy beverages deliveries in the Tampa Bay Area. Objective 1: Increase the number of deliveries per month by 4 deliveries every month for the next 6 months. Strategy: Create a campaign targeting businesses within a 15-mile radius. Position Naga Tea as a healthy alternative to other caffeinated drinks with the provided convenience of delivery. Tactic 1: Create a weekly schedule of businesses a week for the first 3 months of the campaign and go businesses to businesses to offer samples of Naga Tea products. Tactic 2: Create a contact list of local businesses including: locations, phone numbers and emails. Tactic 3: Create a weekly newsletter for businesses in the mailing list. -Newsletter will include: health tips, feature tea of the week and their
  • 35.     34 Timetable - June Sunday   Monday   Tuesday   Wednesday   Thursday   Friday   Saturday   31   1   2   3   4     5   6     Make   Blogger/Paper     Contact  List     Make  hootsuite   linked  with  all   social  media     Contact  One   Blogger/Food   Critics  /  Local   Paper  to  feature   Naga       7   8   9   10   11   12   13   Make  And  Edit   Promotional/     Informational   Video   Make  And  Edit   Promotional/     Informational   Video   Make  And  Edit   Promotional/     Informational   Video   Make  And  Edit   Promotional/     Informational   Video   Contact  One   Blogger/Food   Critics  /  Local   Paper  to  feature   Naga   Make  And  Edit   Promotional/     Informational   Video   Make  And  Edit   Promotional/     Informational   Video   14   15   16   17   18   19   20   Make  And  Edit   Promotional/     Informational   Video   Make  And  Edit   Promotional/     Informational   Video   Make  And  Edit   Promotional/     Informational   Video   Video  should  be   completed  and   ready  for   Launch   Contact  One   Blogger/Food   Critics  /  Local   Paper  to  feature   Naga   Have  Naga  Tea   Bags  ready  and   printed  for  in-­‐ store   distribution   Video  should  be   up  on  website   ready  to  be   shared  on   Social  Media  for   Sunday   21   22     23   24   25   26   27   SummerSplash   Campaign   Launch  on   social  media     Distribute   Naga  Bags  to   one  local   business       Contact  One   Blogger/Food   Critics  /  Local   Paper  to  feature   Naga       28   29   30   1   2   3   4   Tea  of  the  week   social  media   post    with   health  benefits   of  the  tea  Use   #benefitmetea               5   6   7   8   9   10   11
  • 36.     35 Timetable - July Sunday   Monday   Tuesday   Wednesday   Thursday   Friday   Saturday   28   29   30   1   2   3   4         Naga  Tea  time   samples  at  one   local  business   Contact  One   Blogger/Food   Critics  /  Local   Paper  to   feature  Naga     Record   data/analytics     from  hootsuite     5   6   7   8   9   10   11   Tea  of  the  week   social  media   post    with   health  benefits   of  the  tea  Use   #benefitmetea   Distribute   Naga  Bags  to   one  local   business       Contact  One   Blogger/Food   Critics  /  Local   Paper  to   feature  Naga       12   13   14   15   16   17   18   Tea  of  the  week   social  media   post    with   health  benefits   of  the  tea  Use   #benefitmetea       Naga  Tea  time   samples  at  one   local  business   Contact  One   Blogger/Food   Critics  /  Local   Paper  to   feature  Naga       19   20   21   22   23   24   25   Tea  of  the  week   social  media   post    with   health  benefits   of  the  tea  Use   #benefitmetea   Distribute   Naga  Bags  to   one  local   business     Business   Mingle   Networking   Event     Contact  One   Blogger/Food   Critics  /  Local   Paper  to   feature  Naga       26   27   28   29   30   31   1   Tea  of  the  week   social  media   post    with   health  benefits   of  the  tea  Use   #benefitmetea       Naga  Tea  time   samples  at  one   local  business   Contact  One   Blogger/Food   Critics  /  Local   Paper  to   feature  Naga       2   3   4   5   6   7   8
  • 37.     36 Timetable - August Sunday   Monday   Tuesday   Wednesday   Thursday   Friday   Saturday   26   27   28   29   30   31   1               Record   data/analytics     from  hootsuite     2   3   4   5   6   7   8   Tea  of  the  week   social  media   post    with   health  benefits   of  the  tea  Use   #benefitmetea   Distribute   Naga  Bags  to   one  local   business       Contact  One   Blogger/Food   Critics  /  Local   Paper  to   feature  Naga       9   10   11   12   13   14   15   Tea  of  the  week   social  media   post    with   health  benefits   of  the  tea  Use   #benefitmetea       Naga  Tea  time   samples  at  one   local  business   Contact  One   Blogger/Food   Critics  /  Local   Paper  to   feature  Naga       16   17   18   19   20   21   22   Tea  of  the  week   social  media   post    with   health  benefits   of  the  tea  Use   #benefitmetea   Distribute   Naga  Bags  to   one  local   business     Business   Mingle   Networking   Event     Contact  One   Blogger/Food   Critics  /  Local   Paper  to   feature  Naga       23   24   25   26   27   28   29   Tea  of  the  week   social  media   post    with   health  benefits   of  the  tea  Use   #benefitmetea       Naga  Tea  time   samples  at  one   local  business   Contact  One   Blogger/Food   Critics  /  Local   Paper  to   feature  Naga       30   31   1   2   3   4   5   Tea  of  the  week   social  media   post    with   health  benefits   of  the  tea  Use   #benefitmetea   Distribute   Naga  Bags  to   one  local   business
  • 38.     Timetable - September Sunday   Monday   Tuesday   Wednesday   Thursday   Friday   Saturday   30   31   1   2   3   4   5           Contact  One   Blogger/Food   Critics  /  Local   Paper  to   feature  Naga     Record   data/analytics     from  hootsuite     6   7   8   9   10   11   12   Tea  of  the  week   social  media   post    with   health  benefits   of  the  tea  Use   #benefitmetea       Naga  Tea  time   samples  at  one   local  business   Contact  One   Blogger/Food   Critics  /  Local   Paper  to   feature  Naga       13   14   15   16   17   18   19   Tea  of  the  week   social  media   post    with   health  benefits   of  the  tea  Use   #benefitmetea   Distribute   Naga  Bags  to   one  local   business     Business   Mingle   Networking   Event     Contact  One   Blogger/Food   Critics  /  Local   Paper  to   feature  Naga       20   21   22   23   24   25   26   Tea  of  the  week   social  media   post    with   health  benefits   of  the  tea  Use   #benefitmetea       Naga  Tea  time   samples  at  one   local  business   Contact  One   Blogger/Food   Critics  /  Local   Paper  to   feature  Naga       27   28   29   30   1   2   3   Tea  of  the  week   social  media   post    with   health  benefits   of  the  tea  Use   #benefitmetea   Distribute   Naga  Bags  to   one  local   business             4   5   6   7   8   9   10                   37
  • 39.     Timetable - October Sunday   Monday   Tuesday   Wednesday   Thursday   Friday   Saturday   27   28   29   30   1   2   3           Contact  One   Blogger/Food   Critics  /  Local   Paper  to  feature   Naga     Record   data/analytics     from  hootsuite     4   5   6   7   8   9   10   Tea  of  the  week   social  media   post    with   health  benefits   of  the  tea  Use   #benefitmetea       Naga  Tea  time   samples  at  one   local  business   Contact  One   Blogger/Food   Critics  /  Local   Paper  to  feature   Naga       11   12   13   14   15   16   17   Tea  of  the  week   social  media   post    with   health  benefits   of  the  tea  Use   #benefitmetea   Distribute   Naga  Bags  to   one  local   business     Business  Mingle   Networking   Event     Contact  One   Blogger/Food   Critics  /  Local   Paper  to  feature   Naga       18   19   20   21   22   23   24   Tea  of  the  week   social  media   post    with   health  benefits   of  the  tea  Use   #benefitmetea       Naga  Tea  time   samples  at  one   local  business   Contact  One   Blogger/Food   Critics  /  Local   Paper  to  feature   Naga       25   26   27   28   29   30   31   Tea  of  the  week   social  media   post    with   health  benefits   of  the  tea  Use   #benefitmetea   Distribute   Naga  Bags  to   one  local   business       Contact  One   Blogger/Food   Critics  /  Local   Paper  to  feature   Naga       1   2   3   4   5   6   7                   38
  • 40.     Timetable - November Sunday   Monday   Tuesday   Wednesday   Thursday   Friday   Saturday   1   2   3   4   5   6   7   Tea  of  the  week   social  media   post    with   health  benefits   of  the  tea  Use   #benefitmetea       Naga  Tea  time   samples  at  one   local  business   Contact  One   Blogger/Food   Critics  /  Local   Paper  to   feature  Naga     Record   data/analytics     from  hootsuite     8   9   10   11   12   13   14   Tea  of  the  week   social  media   post    with   health  benefits   of  the  tea  Use   #benefitmetea   Distribute   Naga  Bags  to   one  local   business     Business   Mingle   Networking   Event     Contact  One   Blogger/Food   Critics  /  Local   Paper  to   feature  Naga       15   16   17   18   19   20   21   Tea  of  the  week   social  media   post    with   health  benefits   of  the  tea  Use   #benefitmetea       Naga  Tea  time   samples  at  one   local  business   Contact  One   Blogger/Food   Critics  /  Local   Paper  to   feature  Naga     Campaign   Endss   22   23   24   25   26   27   28                 29   30   1   2   3   4   5                 6   7   8   9   10   11   12                   39
  • 41.     Timetable - December Sunday   Monday   Tuesday   Wednesday   Thursday   Friday   Saturday   29   30   1   2   3   4   5               Record   data/analytics     from  hootsuite     and  analyze  all   data  for   campaign   6   7   8   9   10   11   12                 13   14   15   16   17   18   19                 20   21   22   23   24   25   26                 27   28   29   30   31   1   2                 3   4   5   6   7   8   9                   40
  • 42.     41 Appendix Recommendations: “Tea Bag” Cards PR6 will provide the template for the card that can be updated for every tea and their unique benefits by the client. The cost of this tactic will
  • 43.     42 Summer Splash This serves as an example of what a promotional brochure for the Summer Splash campaign will look like. It will be available on all Naga Tea social media pages and released to the community the week leading to the
  • 44.     43 Blogger Pitch Letter This is an example of the type of pitch letter we will design for Naga Tea when we contact bloggers for potential cover stories on the business. There is no out of pocket cost to the client at this time for this tactic.
  • 45.     44 App In our research we found that an app is something that existing customers of Naga Tea will be highly interested in purchasing and using. We have provided visuals of what a Naga Tea app could look like. The cost to create an app varies ($500-$5000) depending on complexity and features the client would like included.
  • 46.     45
  • 47.     46
  • 48.     47
  • 49.       48
  • 50.     49 4. Age? a. 18-22 b. 23-27 c. 28-32 d. 32-36 e. 37+ 5. How do you rate your satisfaction with Naga Tea? 1 2 3 4 5 6. Do you have any suggestions for how we can improve your Naga Tea Experience? We appreciate your input and thank you for your time. Customer Survey Naga Tea Customer Survey We're conducting research on Naga Tea and their existing customer base. We'd love to hear from you about what you think of Naga and if there is anything you think we can do to make it even better. This will help us make improvements to the existing environment and prioritize new features. This survey should only take 5 minutes, and your responses are completely anonymous. If you have any questions about the survey, please email us: 6publicrelations@gmail.com 1. How did you hear about Naga Tea? a. word of mouth b. social media c. yelp d. article/blog e. ad f. Other ____ 2. Would you download an app for pre-ordering and deliveries? a. yes b. no 3. How often do you get coffee or tea on the go? a. once a week b. twice a week c. three time a week d. four or more times a week
  • 51.       50 Question 1
  • 52.       51 Question 2
  • 53.       52 Question 3
  • 54.       53 Question 4
  • 55.       54 Question 5
  • 56.       55 Question 6
  • 57.     56 Question 7
  • 58.       57 5. Would you be interested in a delivery service that could bring tea to your office? a. yes b. no 6. Do you partner with any local businesses to provide food or beverages to your employees? a. yes b. no 7. How important are organic ingredients to you? 1 2 3 4 5 6 7 8 9 10 8. what social media tool do you trust more when choosing your beverages? a. Facebook b. twitter c. instagram d. pinterest e. other 9. Have you heard of Naga Tea? a. yes b. no 1.Are you aware of the benefits of the benefits of drinking tea over coffee? a. yes b. no 2. Are you and your employees looking for a healthier alternatives to your daily caffeine? a. yes b. no 3. Do you provide food or drinks for office meetings? a. yes b. no 4. How often do you provide coffee or catering for your employees or clients? a. everyday b. once a week c. twice a week d. 3/more times a week e. never Business Survey Naga Tea Business Survey We're conducting research on businesses in the Temple Terrace area in order to determine if they and their employees could benefit from Naga Tea. It would be great to hear from you about what your beverage choices and benefits you desire from an establishment such as Naga Tea. This will help us make improvements to the existing environment and prioritize new features. This survey should only take 5 minutes, and your responses are completely anonymous. If you have any questions, please email us: 6publicrelations@gmail.com
  • 59.         58 Questions 1
  • 60.         59 Question 2
  • 61.           60 Question 3
  • 62.             61 Question 4
  • 63.             62 Question 5
  • 64.             63 Question 6
  • 65.             64 Question 7
  • 66.             65 Question 8
  • 67.                 66 Question 9

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