Public Relations Plan

Situation
 There are many families in the United States that are not able to afford school supplies
for their children to be successful in the classroom.
 Philadelphia is one of the many cities that this problem strikes the most as 25% of the
city lives in poverty.
Objectives
 Fill hundreds of backpacks with supplies that a child at any age would need for school.
Children in elementary, middle school, high school and even college are affected by this.
 In order to help, the plan is to give as many children and families school supplies as
possible.
Audience
 Efforts will be directed towards lower income families that are struggling to provide for
their children. It will be families that have children that are still in school, even college or
university.
Strategies
 There will be a carnival set up in Penn’s Landing, Philadelphia where all the proceeds go
towards buying school supplies.
 When the school supplies are bought, they will be distributed to as many schools as the
money that is raised.
 The headquarters will supply some as well to get picked up if the child is not in school.
Tactics
 There will be a pitch letter sent out to ABC News in order for them to invite Serena
Williams on the show to talk about the event taking place. By doing this, there will be
more exposure for the project.
 Advertisements, as well as, news releases will be sent out to different major media
sources so that there is more publicity for the event.
 The carnival will take place at Penn’s Landing in Philadelphia where Serena and Venus
Williams will make a speech to start off the day of games and rides for families and
younger children. Later in the evening, Wiz Khalifa will perform a benefit concert of all
his hits in order to entice teens and young adults into attending the event.
 After the money is collected and counted, Nabisco and Mendelez will buy the book bags
full of supplies and will distribute them to schools in the area.
Calendar
 The project was researched and planned during the month April.
 A pitch letter will be sent out on June 20th to ABC News in order for them to invite
Serena Williams on the show to talk about the program.
 Print advertisements will be sent out on July 10th so that there is some interest in the
project before Serena discusses it on television.
 Serena Williams will be on ABC News on July 15th doing an interview to talk about the
program and to answer any questions that people may have.
 A news release will be sent out on July 16th to major media sources in order for the news
to spread faster about the event.
  The Carnival Cookie Bash will take place on August 10th from 10 am to 10 pm at Penn’s
Landing in Philadelphia.
 Oreo/Nabisco and Mondelez will work together to buy the supplies and the book bags
and to distribute them to local schools on September 1st. Students who could not go to
school that day will be given the opportunity to pick up a backpack at headquarters
within the following week.
Budget
 The budget money will come from both Serena Williams and from Wiz Khalifa as they
each will donate $250,000 for the cause.
 The money will be split up between the cost of:
o Advertisements - $500
o Carnival (games, rides, food) (Dreamland Amusements) - $360,000
 Rides
 Ferris wheel
 carousel
 sky hawk swing
 tilt-a-whirl
 sea dragon
 Games
 Skee-ball
 Balloon and dart
 Water gun game
 Milk bottle toss
 Dunk tank
 Food
 Oreo cookie stand
 Dough Shop - Fried carnival food (Oreos, Twinkies, pickles)
 Candy castle (candy apples, cotton candy, popcorn)
 Firehouse fresh cut fries (French fries, hot dogs, nachos)
o Concert set up and break down - $5,000
o Employee payment - $5,000
 ~ 100 employees
 The leftover money will go towards the book bag drive. The money that is raised from
the carnival, as well as, donations from local shops/companies will also go towards the
book bag drive.
Evaluation
All objectives were met or exceeded:
 Instead of only local new stations covering the event, a few national stations sent out
reporters to write stories about the event.
 The sales at the food stations sold more food than was expected. There was a 13% in
sales in the middle of the day and a 18% increase towards the end of day during the
benefit concert.
 Many more families and teens came to the event than was projected. There was a head
count of approximately 100 more people attending the event.
 The event was set to raise $100,000 for the book bag drive. After counting the money
from the carnival, the left over money from the budget, and the donations from local
shops/companies, there was a little under $150,000 raised.