The following is a public relations proposal made in school for The Piggery, a local butcher shop in Ithaca, New York. Click here to check it out!
Executive Summary: The Piggery is a local butcher shop and grocer in downtown Ithaca that specializes in offering local-grown and pasteurized meat. The Piggery is a family-owned business, employing less than 20 people in the entire organization. This has established an image for the company as a local, “mom and pop” store that embodies the small business identity of the Ithaca community. However, certain obstacles have prevented the company from reaching its potential level of financial success.
A survey that Savory conducted determined that only 17% of our sample population had ever been to The Piggery, while only 40% know where The Piggery is located. Savory has concluded that measures such as improving the company’s social media presence and re-branding its image to differentiate itself from other competitors in the Ithaca area will accomplish the company’s goals and draw new business opportunities. It will also resolve Savory and The Piggery’s secondary issue: a lack of education on the importance of high-quality meat. The same survey Savory conducted also determined that an astonishing 25% of the Ithaca community has “no clue” where the meat they eat comes from. In fact, only 10% truly knows the source of the meat products they eat. The Piggery would like to use this lack of awareness to create an educational campaign that informs its target audience about the importance of knowing what they’re eating and making sure that what they are eating is of the highest quality.
This mission that Savory PR and The Piggery would like to reach will be accomplished through public service announcements, local community events, and by using social media to increase brand awareness of the campaign. This campaign, entitled “Meat Matters,” will use traditional media such as local TV stations and radio stations to transmit PSA’s giving statistics on both our survey results and statistics on the benefits of eating high quality meat. These spots would be the best way to reach our target audience, middle-aged mothers, who aren’t usually as active on social media as college students, an integral part of the Ithaca community. The local community events The Piggery will sponsor, such as “The Piggery Fest,” will take place in the Ithaca Commons and unite both college students and families. These events will serve as the perfect opportunity to increase favorability, awareness and brand loyalty, as potential customers will learn more about The Piggery’s brand and be able to try free samples of the store’s products. Finally, the social media aspect of our campaign will allow The Piggery to spread “Meat Matters” through a hashtag on Facebook, Twitter, and Instagram. This can include give-a-ways and discounts for anyone who uses the hashtag in their posts.
Jillian Koehnken 