Executive Summary

Due to a lack of bar sales as a result of the campaign “Let’s Crunch Together,” Health Crunch
had senior management in the company complete a survey to evaluate what might be the cause
of the problem. The results of the survey revealed that there may be a problem the internal
communication taking place between Health Crunch’s senior management, and the employees
they hired to instruct the fitness classes in the PR campaign.
This led to a survey in which Senior management at Health Crunch conducted another survey for
the PR fitness employee branch of the company to evaluate the campaign itself, as well as Health
Crunch as a company. Through this survey, we learned that the fitness branch of employees at
Health Crunch were not feeling as involved in the company as they hoped, as well as a small
problem connecting the PR campaign to the bars themselves for a number of reasons.
In light of these identified problems, Health Crunch’s management sought to remedy this serious
problem within the internal communication in the company. The company’s goal is to have a
united organization in which all employees feel involved, appreciated, and active in the
company. The company will be taking steps to fix the internal communication problems within
the different branches of employees, and at the same time improve the sales and popularity of
their bars to their stakeholders. These steps will include implementing a monthly zoom meeting
between a member of the senior management at Health Crunch and a number of fitness PR
employees. These meetings will allow the employees to have more of an opportunity to give
detailed feedback about the company and how the PR campaign is going. They can also receive
advice from members of the senior management. In addition, Health Crunch will be taking steps
to expand their bars presence in the PR campaign by having their fitness employees be more
involved with promoting the bars themselves.
As a result of the PR campaign, Health Crunch bars only increased by 10%. The goal by the end
of the communication audit is to have the sales increase by 30% as a result of the campaign. In
addition, the results of the survey showed that the majority of fitness employees that lead the PR
campaign were only about 65% satisfied in their involvement and experience with the company.
The goal is to have this increase to 100% as a result of the audit.

Specific Issue
Health Crunch has been seeking to accomplish the strategy of providing opportunities and
resources for its public in two primary ways. The brand is continuing to sell and advertise its
caffeinated bars to their public so that they can have the opportunity to nourish their body and
diminish brain fog. Secondly, through its recent PR campaign, “Let’s Crunch Together,” Health
Crunch has been providing college students with pop-up fitness classes on university campuses.
The classes are taught by professional fitness trainers hired by Health Crunch, that are also
ambassadors for the brand. The goal of the PR campaign was to help our public get more
motivated to exercise as a community, and in doing so, improve their health. The other purpose
of the campaign was to raise awareness of Health Crunch’s bars to college students and give
them an outlet that would give them free sample Health Crunch bars. In addition, our brand was
anticipating after the class, students who had tried the health crunch bars at the event would
continue buying health crunch bars as a part of their regular routine because pf the positive
experience they would receive from consuming them.

The launch of the PR Campaign “Let’s Crunch Together,” was a massive hit for the company.
Students from different universities flooded to the free fitness class that Health Crunch provided,
and the massive majority of the public had positive feedback from the experience. Health
Crunch’s social media platforms grew vastly from the start of the campaign, as thousands of
students were anxious to share on social media about their thrilling and enjoyable experience
they received from the classes. Hundreds of students continued to tag Health Crunch and use
their hashtags even in weeks following their attendance of the class when they were working out
with their friends on campus and continuing to pursue after physical health.

The problem that has been brought to our attention is that the sales of the actual Health Crunch
bars have not spiked in the way that our company had anticipated as a result of this event. Our
company had expected our sales to increase by about 30%. However, the sales of the actual bars
have only increased by about 10%. Our company worried that there was something lacking in the
PR campaign that drew students into our bar and wanting to continue buying them after their
attendance of the class. This is a direct problem with our strategy as a company because we want
to ensure that college students are getting nourished first and foremost.

The C-Suite of Health Crunch decided to conduct a survey for the senior management to
participate in that evaluated the different aspects of the internal communication taking place
withing the company with different branches of employees. The goal of the survey was to get a
full assessment of the communication tactics and dynamics taking place in the company by
hearing the feedback from the senior management before conducting a full-scale audit. The
survey consisted of a series of 30 questions, that asked the management to rank various internal
communication tactics and objectives of Health Crunch’s brand, and rank how effectively they
were being fulfilled. The management could rank it from 1: strongly disagreed, or a 5: strongly
agree.
The senior management completed the survey, and the results were collected and reviewed by
the C-Suite of Health Crunch. The majority of the internal communication tactics that were
taking place withing Health Crunch got very high reviews. However, the questions that got the
lowest views consisted of the following: (the following numbers were the average given by the
management.)

 ‘Our content has a consistent voice that matches our company brand.” 2
 “Our remote/distributed employees feel informed or connected to the larger 2
organization as a whole.”
 We have employee feedback channels in place. 2
 We know how different segments of our audience respond to different types and 1
presentations of information.
 Our metrics are clearly tied to priorities identified by our stakeholders. 2
From this survey, the C-Suite of Health Crunch held a meeting with senior management of the
company for the purpose of addressing the communication tactics on the survey that had the
lowest scores from the management. The meeting informed the C-Suite that there was a general
disconnect they felt between them and the PR campaign leaders: the fitness instructors that had
been hired from Health Crunch. They felt that although the feedback they had been receiving
from the fitness instructors was greatly positive, they did not feel that it was extensive enough.
They also felt that there was a disconnect between the stakeholders with of the importance of the
Health Crunch bars with the fitness classes. They felt that the tie between the PR campaign and
the company’s product needed to be much stronger.
Health Crunch wants to strengthen the communication ties between the C-Suite/management and
the PR employee branch of the company. It also wanted to see the Health Crunch bars
themselves become as popular their stakeholders as the fitness event itself as been.
The Senior management sent out a survey to all of the PR fitness instructors in which they rated
how they felt the PR campaign events were going, and how connected they felt with the
company. After reviewing the results from the survey, the senior management learned that over
70% of the fitness instructors did not feel as connected with the company as a whole in the way
that they wanted.
From the feedback our leadership received from our PR fitness employees, Health Crunch
became aware of an opportunity to help them feel more connected with the company as whole,
and also further promote the sale of Health Crunch bars. The senior leaders held a series of zoom
meetings in which a number of the fitness instructors could touch base with top leaders in
management. The meetings will allowed the PR fitness instructors to provide more personal and
detailed feedback about their experiences with the classes, as well as improvement that they felt
could be made. The Senior management learned that the PR fitness instructors wanted more
opportunities to promote and be involved the company product within the campaign itself. The
felt that the classes need to provide them with more time to talk about the benefits of the bar. In
doing so, it could help them feel more apart of the company and not just it’s PR campaign. In
addition, they noted that there was usually not enough bars to give out at the events for all of the
attendees to receive one. The senior leaders reported the information from the meetings back to
Health Crunch’s C-Suite. There was a lot of information clarified through the meetings as well as
the surveys, and Health Crunch became aware that there was a bigger problem at hand than just
the sales of the Health Crunch bars.

Current State
Health Crunch’s current approach

The current action that Health Crunch has been doing to connect with the PR fitness instructors
was to send out an email asking for information about the class.
We required all fitness instructors hired by the brand to fill out an electronic survey after each
class that included three questions:

1. How many students showed up for the class? (Targeted to measure out awareness objectives)
(enter a specific number.)
2. How engaged did the majority of the audience seem? (Targeted to measure acceptance
objectives) (scale of 1-5)
3. How positive was the experience as a whole? (Targeted to measure acceptance objectives)
(scale of 1-5)

Based on the problems that have arisen as a result of the campaign, as well as the information
that was gained from the survey from the senior management, it became clear that this tactic was
not extensive enough and needed serious improvement. There was a lot more information that
needed to be gained from the PR campaign events as a whole.

Analysis of employee opinions and perceptions

The numbers from the survey had been all relatively high with extremely few exceptions. The
majority of the collected surveys from the PR leaders showed that large numbers of students
were showing up for the classes, that the majority of the audiences seemed engaged, and that the
experience was overall very positive. However, Health Crunch’s senior management felt that
there needed to be more information provided from the fitness instructors about the event and
more opportunities for them to do so. They also wanted there to be more opportunities to hear
from the PR fitness leaders as to how connected they felt to Health Crunch as a brand and its
objectives.

What’s Ideal
Our brand’s hope is to have the PR campaign to continue to be a massive success. In addition,
we want the PR event to motivate students to continue purchasing our bars as one of the results
of the event so that they can nourish their bodies and minds with our bar. We want to measure
this by seeing our sales go up by 30%. We want students to be aware of the great benefit they
can receive from consuming our bar, and for the PR event and the purchase of our sales to go
hand-in-hand with advancing our companies reputation with the stakeholders.
In addition, Health Crunch wants to make every branch of our company feel involved and
motivated with our company. Our brand wants the fitness instructors to feel involved more with
the brand as whole, and not just like they are promoting another protein bar. We want them to
feel tied with the company’s goals and objectives. We would like to be more aware of the ways
we can be meeting their needs and making adjustments to help them feel more engaged and
appreciated by the company for their hard work.

Recommendations (options)
In order to improve the sales of Health Crunch bars and strengthen the connection
between the PR leaders, Health Crunch leaders have two recommended options.
1) Strengthen the advertising of the bars themselves through the PR campaign. Health Crunch
Marketing could work on the advertisements that are centered around “Let’s Crunch
Together” to make more of an emphasis on the bars as one of the centers of the campaign.
this would involve:
a) Making slight modifications to the advertisements on social media that emphasize the bar
more, and what the bar can do for college students. The marketing team could make more
of an emphasis on the critical role that nutrition plays in maximizing the results and
benefits of the workouts.
b) Ensure that there are an abundance of bars at the fitness classes.
c) Create an additional hashtag to #letscrunchtogether that was centered around the
consumption of the bar. We would use the hashtag to encourage students to post on social
media about the bar and use the hashtag. The goal of this would be to have Health Crunch
bars gain more presence and popularity in social media posts.
2) The second option is to work on strengthening the relationship between the PR campaign
employees.
a) Establish meetings in which the PR leaders can regularly give feedback to senior
managements at Health Crunch. The company could schedule monthly zoom meetings in
which senior managers at Health Crunch would talk to a group of the fitness instructors
and gain more extensive and personal feedback about the fitness classes. They could also
get more feedback from the trainers about how they feel about Health Crunch as a brand
and improvements that could be made.
b) Health Crunch could have the fitness instructors be more involved with Health Crunch as
a company, in areas that are separate from the PR campaign. Encouraging/possibly
requiring them to talk about the bars on social media platforms.

Cost (time, money, resources)

Cost of option 1:
 Hiring photographers and graphic designers to produce more/additional social media
content that emphasized the bars more-$3000
 Increasing the number of free bars to hand out at events-$4000
Cost of option 2:
 Paying senior management members as well as fitness employees for monthly zoom
meetings-$5000 additional monthly fees

What’s the cost of doing nothing?

The cost of doing nothing could be extremely dangerous for Health Crunch as company. “Let’s
Crunch together” as provided an immense amount of hype and excitement around the company’s
name and fitness opportunity it has provided for college students, even though it has not
provided the focus for the product as much as the company intended thus far. If the company did
nothing to create more of an emphasis on the bar in the campaign, there is a chance that sales
will not increase at all over the course of the campaign. When “Let’s Crunch Together” season
has ended, students could neglect or even forget about the brand when they are not actively
engaging in the fitness classes.
In addition, if Health Crunch neglected to take steps in improving the communication among the
fitness employees, this could lead to the employees feeling neglected by the brand and not
properly including the brand in their fitness classes. This could also lead to a missed opportunity
for the brand to become stronger as a company.

Executions (best option)

Health Crunch’s best option will be to work on improving the communication with their fitness
employees. This will provide a better reputation for the brand as whole and will also be a
solution to helping the bars be more involved with the classes. Overlooking their needs will lead
to frustration and miscommunication. Making too much of an effort to re-design certain aspects
of the campaign could potentially be too obvious to stakeholders that the brand is trying to
increase sale numbers.

Action items
In order for Health Crunch to execute its solution, the C-Suite of Health Crunch must come to an
agreement on taking initiative with improving the communication with the campaign. They
would need to Senior management to agree to doing a monthly zoom meeting with the PR fitness
employees that would be paid. Afterwards, the senior management would need to draft a
statement to all fitness instructor employees that Health Crunch would be having monthly zoom
meetings that they would be invited to participate in. Secondly, the fitness employees would
need to approve of the idea of becoming more involved with Health Crunch as a brand.