Public Relations Plan

Background / Situational Analysis

The Problem
Planet Granite is building a new gym in Portland
Unknown territory, how do we make it a success?
The Opportunity
Tapping in to the Portland community of college
students
Market Overview
Gyms are on the rise, Americans are more aware of
their health
Mens Fitness 2014: Portland is the fittest city in
America
Yoga and climbing are all the rage in Portland
SWOT
Strengths:
More services than any other gym
Soon to be the largest gym in PDX
Excellent social media usage
Experience with multiple locations
Weaknesses:
New/unfamiliar to the area
Lack of media connections in PDX
Opportunities:
Can gain a wide base following
First all-encompassing gym
Threats:
Many established competitors
Competitor Analysis
Publics
Key: College Students
University of Portland, Portland State University,
Lewis & Clark College, Concordia University

(Young) Adults (20s-30s)

Climbing/Yoga/Athletic Outfitters
REI, Next Adventure, Climb AX, OMC Gear, etc.
Goals
Overall goal create buzz on college campuses for
Planet Granites Portland opening
Obtain event coverage from at least two college papers &
Willamette Week
Land at least two radio spots on either KBOO or OPB
Solicit at least three write-ups by climbing publications
Welcome at at least 1,000 college students on opening day
Obtain results for Planet Granites bottom line
Quantified Goals
Goals in two areas:
Campaign goals
Outcome-based goals
Benefits of Quantified Goal Setting
Clear road map of the work before us
Direct benchmarks of evaluation
Dynamic factor-by-factor analysis/evaluation
Strategy: Overview
Step 1: Survey of the key public (college
students)
Step 2: Targeted media outreach
Step 3: Employee communication
Step 4: Direct outreach to key publics
Step 1: Survey
Purpose
To get a better picture of how potential, college-aged customers consume their
news and their gym amenity preferences
Projected Result
Help inform targets for media outreach
Give us an idea of how our target public will react to the grand opening
Timeline
Survey will be sent out no later than May 5
th
to ensure
adequate time for review and strategy adjustment
Goal
Goal of at least 50 responses within 2 weeks
https://www.surveymonkey.com/s/XMM82FY

Step 2: Media Outreach
Planet Granites media coverage on the Portland location
has been relatively dismal. We can do better!
Purpose
Placement ensures that Planet Granite can begin to build a
positive reputation in the community, and become a viable
competitor in the Portland climbing market.
This will be accomplished with a
targeted press release
Projected Result
Gain more awareness in the Portland
community (with target public)
Increase grand opening participation

Timeline
Outreach will run June 2014 - July 2014 to ensure that
we have plenty of time to garner media attention
prior to the grand opening festivities.
Goals
2 student papers, 1 local paper
2 radio spots
3 write-ups in climbing publications
Step 3: Employee Communication
Purpose
Currently hired employees that live in the area will be great word-of-
mouth marketers.
Projected Result
Encouraging employees to spread the word about the new Planet
Granite location via their own social networks will increase Grand
Opening Participation and
begin to build Planet
Granites reputation.
Timeline
Immediately!
Step 4: Direct Outreach to Key
Public
Purpose
Reach college students, make them aware of Planet Granites Portland
location and encourage them to attend grand opening festivities
Projected Result
Increase participation in grand opening festivities
Increase college-aged member sign-ups
Timeline
Immediately!
Goal
Welcome at least 1,000 college
students total on opening day
Social Media Strategy
Creating a YouTube Channel
They have the content to run a successful page
People have made videos about Planet Granite
Leading up to Opening Day
Campaign Strategy
Post pictures/videos of the space as it develops
Post pictures of the merchandise from venders that will be at
the opening
Post videos/pictures of the staff that will be working at the
Portland location
Interview famous climbers that will be at the opening
Cover the college-climbing clubs that will be competing at
the opening
Pre-Opening Social Media
Giveaway Contests
GoPro
Free year membership
Free month membership
Climbing essentials package
Opening Event
Community!
Local vendor stands, food carts, sponsor stands
Famous climbers
Up and running
Full gym in operation
Sample yoga lessons
Exhibition bouldering competitions
Social Media
Selfie giveaway competition #PGtakesPDX
Facebook event
Sponsor stands at Planet Granites annual Friction Series competition
Project Evaluation
Project goals become benchmarks for
success
Project goals assigned to group members,
responsible and accountable for their
results
May 5
Conduct Survey of Target Market
Begin Employee communication
Reach out to university outdoors
programs
Early June-Late July
Begin media outreach
Coverage acquisition
Continue to engage with
employees
Early June
Develop and pitch engagement plan
with outdoors program
Create YouTube channel
Early July
Poster placements at universities
Consistent posting on social media
August 11-15th
Opening day festivities
Opening day social campaign
Planet Granite PR Timeline