Devising a communications plan

Introduction to Kellogg’s

 World’s leading  Kellogg’s promotes

producer of breakfast benefit of healthy
cereals breakfast
 A leader in health  Supported
and nutrition for breakfast clubs for
over 100 years over 20 years
 Products  Over 500 clubs set
manufactured in18 up since 1998
countries
 Sold in more than
180 countries
Breakfast clubs
 Set up in partnership with education charity
ContinYou
 Kellogg’s provides start-up grant to schools
 Invested £1.5 million to date
 Clubs in schools provide nutritious breakfast
in safe, friendly environment
 Cuts in government funding affecting clubs
 Kellogg’s communication plan highlights
importance of clubs
The communication process
 Effective  Barriers to effective
communication communication =
needs ‘noise’, e.g.
 Clear message  Language, jargon,
from sender wrong medium
 Fitted to target
receiver
 Using right
channel or
medium
A communications plan
 Uses principles of  Also identifies all
communication stakeholders
process  Establishes
 May be used objectives to be
internally and met
externally  Sets out measures
of success
 Puts in place
means of feedback
and evaluation
Kellogg’s breakfast clubs
communications plan
 Background to plan
 1 in 7 UK children do
not eat breakfast
 25% eat chocolate/fast
food instead
 Poor nutrition = lack of
concentration, poor
performance/behaviour
 Kellogg’s purpose
 To show company’s
ongoing commitment
to breakfast clubs
 Part of its long-
standing Corporate
Responsibility
programme
Key messages for
communications plan
 Breakfast is important  Kellogg’s has
for people of all ages supported breakfast
especially young clubs since 1998
people  Buying Kellogg’s
 Breakfast clubs products helps to feed
positively impact on children at breakfast
children’s behaviour, clubs
attendance and ability
to concentrate
 Stakeholders in the plan
 Internal - Kellogg’s employees
 External
 Schools – to attract applications for Kellogg’s grants
 Media – to generate press interest and increase public
awareness
 Parents – to demonstrate Kellogg’s socially responsible
stance and inform them how breakfast clubs could
support their children.
 Members of Parliament (MPs) – to get them to
encourage local schools to apply for funding
 The public – to attract consumers to buy Kellogg’s
products and generate additional funding
Key objectives
 To get messages across about the benefits of breakfast
and breakfast clubs
 To raise funds for clubs through the sale of Kellogg’s
products
 To make schools aware of funding from Kellogg’s to
support breakfast clubs.
 Using the right medium
 Multi-platform approach using different media
 Mix of formal (e.g. MP letters) and informal (e.g.
mummy blogs) communications
Review and evaluation
 Press articles and  Kellogg’s employees
TV news coverage attended 15
 Reached a potential breakfast clubs with
audience of 9 million local MP
people  Money raised will
 Over 700 schools provide a million
applied for grant breakfasts by the
 500 of these end of 2012
received grant