Message Development Soy Nut Butter

OVERVIEW

The client for this PR campaign is for the product Soy Nut butter. This is a great product that

contains healthy ingredients making it allergy free, gluten free and dairy free. There products

consist of the soy nut butter, granola, corn and tortilla crumbs. There product can be explained

as a peanut butter substitute and offer many additional flavors with 60% less sugar and 50%

more protein than the leading peanut butter and hazelnut spreads.

Some challenges that the makers of Soy Nut butter are facing is there sales. The product has

had air time on specific news channels however, that has not been enough to push this

product. This is a great product and has unique selling point, which is being tree nut free. They

need a PR campaign to re-gain focus and to really sit down and market themselves for the

positive reasons they have instead of riding on the coat tails of alternative leading spreads.

COMMUNICATION GOALS/OBJECTIVES

Some of the objectives and goals this company could benefit from a PR campaign are improving

the company’s reputation within the industry, this means really allowing their unique selling

point of being allergy friendly to be known. Also, the company could strengthen their standing

with the environment and the communities of potential Soy Nut butter consumers.

A PR campaign could also help build relationship goals. This would help them enhance a

relationship with their consumers. This could be attained by entering into the market of

schools, and school related functions to reach out to parent and children affect directly or

indirectly by food allergies.

Task management goals could also be created from a PR campaign such as advancing the

company’s website as well as creating more buzz within social media sites. This could look

something like a Facebook and Twitter account, and even maybe a promotion using Group On.

Being involved in charity fundraisers are also really great for promoting a product.

As far as objectives, a campaign could really help bring awareness to the product and how it can

literally change the lives of people affected by food allergies.

PUBLICS

The public’s of Soy Nut butter are first and for most the customers. By customers I mean

maintaining the current customers, gaining potential future customers, and re-gaining former

customers. The customers of the product could be directly or indirectly affected by food

allergies. Stakeholders are also part of the customer public for the product.

The producers are also part of the Soy Nut butter public. This includes the employees and staff

as well as all levels of management. The investors, stakeholders, and founders are all involved

within this public. The suppliers for the product and the financiers of the product are also in this

public.

Enablers are the public made up of the community leaders such as government officials who

could be promoting the allergy free product. This is also the leaders within the community

organizations who could potentially work with the company to help promote the product.

Media is a huge part of this public as well. All forms of media such as local, state, regional,

national, and even international. This includes print media and electronic media.

The limiters public consist of the Soy Nut butter competitors, for example, any other products

that have health benefits for consumers. Opponents and activists are also part of the public.

MESSAGE

The main message of Soy Nut butter is the health benefits that the product offers. It is clear

that the product is gluten free and dairy free. It is also known that the product is tree nut free

which allows the millions of people affected by food allergies to still be able to enjoy this

product. That is the main message of the product that needs to continue to be clearly defined

within the PR campaign. A message such as this would support programs such as working with

children as well as parents so that all parties are aware of the benefits so being front and

centered on school events and functions would help this objective.

When being interviewed this client will have much to speak on to the publics such as statistics

about not only food allergies, but also about their product and can compare their nutritional

value to other products in the market. They can also speak on popular recipes that the products

can be used to create for family dinners and even snacks for the children to bring to school or

sports. Mainly, the client can speak on the importance of health and knowing what your family

and children are consuming and putting into their bodies and how it can affect them.