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Success
PR Consultants:
Candice Andersen
Erik Hill
Alexa Knutson
Margaret Kuettel
Mike Stebbings
Great Harvest Bread Co.
1.Situation Analysis..........................................page 1
2.Goals and Objectives...................................page 2
3.Target Audiences...........................................page 3
4.Positioning.......................................................page 4
5.Key Messages..................................................page 5
6.Challenges........................................................page 6
7.Research Methods.........................................page 7
8.Communication Vehicles............................page 9
9.Calendar........................................................... page 10
10.Strategies and Tactics................................page 12
11.Events Plan....................................................page 20
12. Action Plan...................................................page 21
13.Budget............................................................page 22
14.Evaluation Plan............................................page 23
Table of Contents
Situation Analysis
Great Harvest is an outstanding company that ofers high quality
products, including fresh-baked bread, pastries, soups, salads and
sandwiches.
Despite its quality products, Great Harvest is currently lacking college
students as part of their customer base. Since 65% of Rexburgs
population consists of BYU-Idaho students, gaining student consumers
is the most efective way to increase sales.
Great Harvest under-utilizes cost-efective ways of advertising-such as
social media and a user-friendly web page.
Students are unaware of the variety of products that are ofered at
Great Harvest apart from bread.
1
Goals and Objectives
1. Help Great Harvest attract and maintain student
customers.
a. Establish web presence on the three most popular social media sites for
college students
b. Hold contests and ofer deals via social media
c. Hold Harvest the Music Open Acoustic Night once per semester to
promote Great Harvest as a social place for students to come and enjoy
music in a relaxing atmosphere, while enjoying great food
2. Improve Great Harvest website
a. Make it more aesthetically pleasing, user-friendly and informative
b. Create online menu that gets updated that students can reference
3. Increase sales by 10%
a. Display on-premise sign to draw attention and appeal to passersby
b. Promote deals and low value give-aways to bring in more student
customers
4.Increase awareness on social media by end of spring
semester
a. Increase number of likes on Facebook from 246 to 500
b. Increase number of followers on Twitter and Instagram to 200

2
Target Audiences
Our target audience is BYU-Idaho students.
3
Positioning
Great Harvest is a healthy, fresh option that can give students
a taste of home.
Ofers simple, healthy ingredients that other local businesses
cant compete with.
4
Key Messages
1. Great Harvest products have simple, healthy, quality ingredients
2. Gives students a taste of home
3. There is more than just bread ofered at Great Harvest; Great choice
for lunch
4. Prices are comparable to other food establishments that students
go to.
5
The Challenge
Lack of student consumers
a. Misconception about price
b. Lack of knowledge of products available besides bread
c. Poorly designed website
d. Underutilized mediums to reach student population

6
Research Methods
Primary Research:
1. Qualtric survey distributed to BYU-Idaho students
2. In-depth interviews with Great Harvest manager,
Carlee White.
Secondary Research:
1. Hufngton Post, Social Media Statistics
2. EBSCO; The New York Business Development
Center, The Importance and Efectiveness of Signage
3. The Flying Gringo, 10 Wow Social Media Statistics
4. Study Break College Media
7
0% 20% 40% 60% 80% 100%
Facebook
Twi3er
Instagram
Facebook
Twi3er
Instagram
College Student Social Media Use
8
Research Methods
Source: Study Break College Media
Communication Vehicles
1. Social media: Facebook, Twitter and
Instagram.
9
Calendar
10
*April 21-26 example of posts you can do each week*
*Post on all three social media sites by 10 am each day*
April 2014
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
1 2 3 4 5
6 7 8 9 10 11 12
13 14 15 16 17 18
Launch Pr
Plan
19
Social Media
Post
20
Social Media
Easter Sunday
21
Social Media
Fun Fact
22
Social Media
Picture of lunch
product
23
Social Media
Announce
Contest
24
Social Media
Picture of baked
good
25
Weekly Contest
Announce
winner
26
Tip for pairing
products
Calendar
11
May 2014
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
1 2
Social Media
Post
Weekly Contest
3
4 5
S
6 7 8 9
Social Media
Post
Weekly Contest
10
11
Mothers Day
12
Social Media
Post
13
Social Media
Post
14
Social Media
Post
15
Social Media
Post
16
Social Media
Post
Weekly Contest
17
Harvest
the Music
18 19
Social Media
Post
20
Social Media
Post
21
Social Media
Post
22
Social Media
Post
23
Social Media
Post
Weekly Contest
24
Strategies and Tactics
Strategy #1- Use social media to create
awareness and bring in student customers.
Tactics: Students are constantly on their smart phones
and connected to social media. By using Facebook,
Instagram and Twitter we will be better able to reach
them and get them in the store. According to Study Break
College Media, 90% of students, think its okay to post
daily on social media if its valuable information and 42%
of college students love seeing specials and discounts on
their social media feeds.
12
Strategies and Tactics
Facebook- Facebook is a great place to post promotions and daily
specials. 47% of college students like a page for contests and 56%
like it for giveaways. Students are constantly on their smart phones
and its also a great way to let customers know what the soup of the
day is as well as which breads are available. Facebook can be used
to promote events that Great Harvest is putting on, the good they
are doing throughout the community and post about contests and
giveaways.
13
Strategies and Tactics
Instagram- They say a picture is worth a thousand words so why
not get everyone talking about your products? We propose that
the store create an Instagram account. By posting a picture of one
of your products daily, such as a pumpkin chocolate chip mufn
or a cup of hot soup it will be irresistible to your followers and
they will be more inclined to stop in to pick one up. It takes only a
minute or two to snap a picture, add a caption and post it.
14
Strategies and Tactics
Twitter- What kind of an impact can you make with 160 characters
or less? A big one! Twitter is a great way to get a short message out
quickly. Want to let everyone know what the soup is today? Tweet
about it. Want to let customers know of a promotion going on?
Tweet about it. Or do you want to just let everyone know how cozy
and relaxing Great Harvest is? Tweet about it. Twitter is easy to use,
fast and free.

By utilizing social media, Great Harvest will literally be in the
hands of the student population of Rexburg. Students check their
Facebook, Instagram, and Twitter accounts multiple times a day.
By posting to these social media outlets daily, Great Harvest will
be able to become very visible in the lives of the students and be
in the forefront of their minds.
15
Strategies and Tactics
Strategy #2- Small Store Improvements
Tactics- By putting these few changes into place, Great Harvest will
attract more customers, especially students.
Toaster- Few things beat a warm, toasted piece of cinnamon burst
that is smothered in melted butter. Free slices of bread are awesome
but by adding a toaster, Great Harvest will be able to enhance
customers experience. Also, Rexburg is cold for the majority of the
year and a hot piece of toast will draw in student crowds.
Black and Decker 4 Slice
Toaster
Avaliable at Amazon.com
$35.00
Shipping: Free

16
Sidewalk Sign- A sidewalk sign is a great way to attract customers that
are strolling down Main Street. Since this part of town gets a lot of
trafc, it would be benefcial to invest in a sign. Also, according to an
EBSCO study, on average, an on-premise sign increases annual sales by
4.75%.
On the sign you can post specials and deals that are available such as a
special meal combo soup of the day, etc.
Furthermore, on-premise signs appeal to impulse buyers.
Avaliable at Staples
Board: $65
Neon Marker Set: $7
Total: $72
Strategies and Tactics
17
Free Wif-Free Wif is one of the easiest ways to attract college
students. Often times they dont have the best wif at their
apartments so they have to resort to going somewhere else to get
internet. By having free wif access you will attract more students.
It is nearly impossible to resist a warm cinnamon roll once you are
in the store. They are sure to buy something while they are there.
Strategies and Tactics
18
Strategies and Tactics
Great Harvest already ofers punch cards that reward loyal
customers. Students are always looking for ways to save money
since their budgets are tight. Thus, punch cards are especially
appealing to them.
While Great Harvest currently uses punch cards, most students
are not as aware of these punch cards and therefore, they are
underutilized.
We propose that Great Harvest should advertise these punch cards
on social media to remind students that they are available. This will
attract more students to the store.
19
Events Plan
The purpose of these events is to attract new student business to Great
Harvest and to spread awareness of the variety of products sold.
Harvest the Music: Acoustic Night
Great Harvest could host an acoustic caf event once a semester where
students will have an opportunity to share their musical talents.
Great Harvest will host these events on a Friday or Saturday evening
(special hours) and will serve a variety of baked goods (cookies, brownies,
bars) and drinks. Great Harvest will ofer a promotion to students to
increase and encourage sales (i.e. Buy a cookie get a free hot chocolate).
This event will create a buzz in town, especially on campus since students
enjoy music and socializing.
The Harvest the Music Acoustic Night will be promoted through social
media. Our target audience is college students social media will be the
most efective way to get the word out.
To best promote the event we will create a Facebook page that will
advertise the event. This will create hype about the event as well as send
out reminders and announcemnts about the event to get more attendees.
To recruit talent for the acoustic night, we suggest contacting local
musicians, talking to your employees, or putting a fier up in your store to
advertise auditions for the event.
20
Action Plan
Tactic: Advertising; have Great Harvest manager oversee the
postings on social media; have employees make posts during
their shifts.
Due Date: Daily, beginning April 2014
Tactic: Tactic: Toaster
Due Date: Beginning of April 2014
On-premise sign
Due date: Beginning of April 2014; outdoor board should be
changed every other day or so.
Tactic: On-premise sign
Due date: Beginning of April 2014; board should be changed
every other day or so.
Tactic: Free Wi-f
Due Date: Beginning of April 2014
Tactic: Promote Punch Cards
Due Date: Beginning of April 2014
Tactic: Have a student re-design the website to build their
portfolio. Done at little or no cost to Great Harvest.
21
Budget
22
Ad development- Free; social media main way of advertising
Store Improvements:
-Toaster-$35
-Sidewalk dry erase sign and markers- $75
-Re-design of website- done by college student at no cost.
Grand Total: $110
Evaluation Plan
Measure
Social Media:
-Starting number of likes vs. number of likes at the end of PR
campaign

-Number of followers on Twitter and Instagram at the end of PR
campaign

Profts:
-Current daily revenue vs. daily revenue throughout PR campaign
Views:
-Change in student opinion and knowledge of products after PR
campaign is implemented. Student opinion will be measured at the
end of the campaign by using the same Qualtrics survey that was sent
out prior to the implementation of this plan.
Student Trafc:
-Current number of student consumers at Great Harvest vs. number of
student consumers throughout PR campaign.
23