GrouchosDeliPublicRelationsCampaign

AlyssaFea,ElizabethStacks,JakeLange,ColbyRhodes,AieshaBurrell

SECTION1:BACKGROUND
BackgroundofOrganization
Forover65yearsGrouchosDelisfastcasualatmospherehasofferedquickgourmet
sandwichesandsaladstotimeconstrainedlunchtimepatrons.Groucho'sDeliwasbornfrom
humblebeginningsandtheideathat"qualityisthemostimportantingredientinasandwich."

TheHistoryoftheGroucho's
nameisastoryinitself.Harold"Groucho"Millercameto

Columbia,SouthCarolinain1941withahandfuloforiginalrecipesforpotatosalad,coleslaw,
andvarioussaladandsandwichdressings.Mostofthesewerecreatedduringhischildhoodina
Philadelphiaorphanage.
AlthoughtheideaofexpandingGroucho'sintonewareaswasalwaysthegoal,Groucho's
hadtoensurethatthequalityproducts,covetedrecipes,andcustomerexperiencewouldbe
consistent.SinceGroucho'sfirstFranchiseinLexington,SCin2000,theynowhave26
locations.Fromtheirhumblebeginningtovastexpansionintonewterritories,thegoalofeach
locationistobe"YourNeighborhoodDeli.
Goalsoforganization
Groucho'sDelistrivestoprovideexcellentcustomerservicetoeveryonewhoenters
theirdoors.Theywanttokeepagoodbalancebetweenserviceandinteraction.Grouchosaims
toservecustomerswhocametobeservedandinteractwithcustomerswhocametotalkorhang
out.Anothermaingoaloftheirsistoprovidereasonablypriced,qualityfood.Theirfoodis
createdwiththefreshestingredients.Thedelimeatisneverfrozenandsliceddailyforthebest
results.
Mission
Groucho'sDeliwillproudlyservehighqualitymeatsandcheeses,thefamousFormula
45Sauce,and"Fast,Fresh,andOriginal"trademarksubsandlargesaladsforgenerations.The

Groucho'sDelilegendspreadwith28Groucho'sDelifranchisesfromtheircommitmentto
offeringthehighestqualityproducts,usingcovetedrecipes,andprovidingafantasticcustomer
experience.EachGrouchoslocationisconstantlystrivingtobe"YourNeighborhoodDeli."
OrganizationalStructure
TheownersareNashandWalker.Theyhiremanagerswhowillbeabletolearntheorder
andbeabletorunthings.Cashiersandwaitressesarestudentsorgraduates.

SWOTAnalysis
Strengths.

TheresultsofGrouchosSWOTAnalysisshowedthattheyhaveabundant
strengthsandopportunities.Theirstrengthsarequickfood,personableservice,qualityfood,
reasonablepricesandtheirgenerallocation.Grouchosaimstobeconvenientforcustomerswho
areonthego.Theypayattentiontoeachcustomersneedandtrytoprovidefriendlyserviceand
notoverchargefortheirfood.AnotherstrengthistheirconvenientlocationonHillsborough
Street.
Weaknesses.

Theystrugglewithinsufficientfoottraffic,parkingspaceandrevenue
duringholidays.SinceGrouchosislocatedonasidestreetdirectlyoffofHillsborough,theydo
nothavemanypeoplewhowanderinsidewithoutknowingtheirlocationinadvance.Theyalso

haveconstructiongoingoninthebuildingbesideoftheirssotheydonthavealotofavailable
parking.Anotherweaknessforbusinessisthefactthattheirrevenuedrasticallydeclinesduring
theholidays.
Opportunities.

TheiropportunitiesaretobecomeawellknownfavoriteonHillsborough
St.andtowinthepreferenceofNCSUstudents,faculty,localcustomersandthepublicinneed
ofcatering.OnceGrouchoscreatesagoodreputationamongcollegestudents,adominoeffect
willoccur.Thefacultywillsoonfindoutabouttherestaurantandtheywillbookthemfor
cateringevents.GrouchoswantstobecomeapopularcatererfortheRaleigharea.
Threats.

GrouchoshaslightcompetitiononHillsboroughSt.ofotherfoodvarietiesbut
itsmainthreatsareJerseyMikesandFirehouseSubs.Thesearethreatsbecauseoftheirquality
meats.Otherrestaurantswhohavecheap,frozenmeatattractadifferentpublic.Those
restaurantsarenotathreattoGrouchosbecausetheyattractthecustomerwhowantstoenjoy
qualityfood.

ProblemsFacingOrganization
Themainproblemsfacingthisbusinessarethattherearenotenoughfoottrafficon
HillsboroughSt.,thattheirrevenuesharplydecreasesduringholidays,andthattheyareunsure
ofwheretoplacetheirnextlocation.

SECTION2:RESEARCH
Formativeresearchcanbeusedtohelpgatherinformationaboutandorganizationandits
publics.Thisresearchinvolvestheuseofavarietyofdifferentresearchmethodsbothqualitative
andquantitative.Thepurposeofformativeresearchistodefinetheattributesofacommunityor
thetargetaudienceofanorganizationanditspublics.Itistheprocessbywhichresearchers
defineandassessthecharacteristicsofthecommunityortargetaudiencesastheyrelatetothe
clientandtheirinterests.Thisinformationwillhelptheresearcherstoformandimplementa
successfulplanorcampaign.InthisproposalweusedformativeresearchtomakeourPR
campaignbothculturallyandgeographicallyappropriatefortheaudiencewearetargeting.

Thefirststepintheresearchprocesswastogettoknowtheorganizationanditshistory.

Thisresearchwascompletedonlineandthroughverbalcommunicationwiththeclient.Wethen
hadtoassesstheproblemsthattheclientwasfacingwithintheorganizationandwithinthe
community.

Methods
Theresearchthatweconductedforthiscampaignisimportantbecauseitallowedusto
getabetterunderstandingofourclientandhowtheyareperceivedbythepublic.Italsoprovided
ourcampaignwithcredibility,andithelpedusidentifytheproblemsthatourorganizationis
facing.Forourcampaignresearch,weconductedanindepthinterview,asurvey,andwe
gatheredsecondaryresearchregardingourclient.
InDepthInterview.
Thepurposeoftheindepthinterviewwastofindoutinformation
abouttheinternaloperationsoftheorganization.TheindepthinterviewoccurredonJanuary23,
2015inGrouchosDelionHillsborough.Weaskedquestionsandrecordedtheanswersthat
weregiven.WewantedtoknowmoreabouttheownersofGrouchos,andhowthisparticular

branchofthefranchisegotstarted.Wealsousedthisinterviewtodeterminethestatusofthe
organizationasawhole.Withthisinformationwewouldbeabletoestablishsomebaselinedata
tobeusedinourcampaign.Thisinterviewhelpedustoestablishcrediblebaselinedataforour
campaign.
SecondaryResearch
.
Foroursecondaryresearchwegatheredinformationabout
Grouchosdeli.Welookedintotheirlocalorganizationaswellasthebackgroundinformation
aboutthechainandhowtheygotstarted.Forthisinformationwelookedontheinternetand
foundmostoftheinformation.
Survey
.
Wechosetocompleteasurveyinadditiontotheotherresearchweconductedso
thatwewouldhavesomequantitativedatatoworkwith.Thesurveyallowedustotargeta
specificgroupofpeopleandgatherinformationabouttheireatingpatternsonandaround
Hillsboroughstreet.Thepurposeofthisresearchistogaininformationaboutthepublic
perceptionofGroucho'sDeli.Wewantedtoknowaboutthecommunityinwhichourclientwas
locatedandhowtheymadetheirbuyingdecisions.
ForourtargetpopulationwewantedtosticktomainlyNCStatestudents.Wewere
lookingspecificallyfor1825yearoldswholivedonornearcampus.Wecreatedanddistributed
thesurveyonline,andwewereaimingforasamplesizeofatleast100respondents.
Whencreatingthesurveywewantedtomakesurethatthequestionsthatweaskedwere
clearandconciseandthattheywerevalidmeaningthattheyaskedthequestioninthemost
effectivewaypossible.Westartedwithbasicdemographicquestionstounderstandthe
participantsbeingsurveyed.Theresultsfromthissurveywillhopefullygiveus,theresearchers,
andourclientabetterunderstandingofwhothetargetpublicis,aswellaswhichmembersofthe
communityarenotreceivingthemessages.Thisquantitativedatawillhelpustofocusourkey
messagestrategiesthroughoutthecampaign.

Results
InDepthInterview.

Fortheindepthinterview,wetheresearchersscheduledameeting
withoneoftheownersofGrouchosforaninterview.Wehadapreparedlistofquestions,which
weaskedinrotation.Werecordedtheinterview,andthentranscribedtherecordingandthenotes
forlateruse.Fromthisinterviewweassessedtheproblemsandissuesfacingtheorganization.
Wewereabletodeterminethecorevaluesthattheorganizationoperatesfrom.Itwasalso
determinedthatthesummermonthswherethetimeperiodswiththeleasttraffic.W
ealsowere
abletoestablishthegoalsandobjectivesofthecampaign.Thenotesfromtheinterviewcanbe
foundintheappendixofthisdocument.
SecondaryResearch.

WegatheredinformationaboutGrouchosDelibylookingonthe
internetformostoftheinformation.Welearnedabouttheirlocalorganization,thebackground
ofthechainandhowtheystarted.Thishelpedusunderstandtheirmissionandtrueintention
withthebusiness.ThisknowledgeledtothecorrectpathofexpandingGrouchosDelis
reputation.

SurveyResults
1. Whichbestdescribesyouragegroup?

2.Whichbestdescribesyourgender?

3.Whatisyouroccupation?


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4.HaveyouevereatenatGrouchosDelionHillsboroughStreet?


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5.Haveyoueverbeeninchargeofcateringanevent?


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6.Whatarefactorsaremostimportantwhenchoosingacatererforyourevent?


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7.Onaverage,howmanymealsperweekdoyoueatperweekonHillsboroughStreet?


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8.Inthepastyear,whichrestaurantshaveyoueatenatonHillsboroughStreet?


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9.
Whichofthesereasons(ifany)havecausedyoutochoosetoeatatarestaurantNOTlocated
onHillsboroughStreet?


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10.Whatfactorstypicallyaffectyourdecisiontotryanewrestaurant?


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SECTION3:GOALSANDOBJECTIVES

Inthissection,weidentifyavarietyofspecificgoalsthatourpublicrelationscampaign
willtarget.Agoalis
somethingthatyouaretryingtodoorachieve(MerriamWebster,Goal
[Def.1],2013).Anobjectiveisinvolvingorderivingfromsenseperceptionorexperiencewith
actual
objects
,conditions,orphenomena(MerriamWebster,Objectives[Def.1],2013).
All
goalsandobjectivesareimportantbecausetheywillbecenteredaroundincreasingsalesand
brandawareness.AccordingtoKiwanukaTondo,ifthegoalsofthecampaignareveryspecific
andclear,themessagesthatareproducedtoachievethesegoalsarelikelytobeofbetter
specificity(2013).

Goal1
Currently,GrouchosDeliishandlingabouteighttotwelvecateringeventspermonth.
However,Grouchoshastheabilityandresourcestocateralargernumberofevents.Thefirst
goalofourcampaignistoincreasemonthlycateringeventsbyabout8to10%.
Objective1.

Here,ourobjectiveistoincreasecateringeventsbyinformingpotential
customersandclientsofGrouchoscateringcapabilities.Wewillcarryoutthisobjectiveaswe
reachnewpublicsthroughadvertisingcateringabilities.Weareplanningtopromotebrand
awarenesstoseveraldifferentpublicsbutbecauseGrouchosDeliisinsuchcloseproximityto
NCStateUniversity,wewillfirsttargetthestudentpopulationandencouragestudentsto
considercateringtheireventsthroughGrouchosdeli.

Objective2.
NCStateishometoalargenumberofcampusclubsandorganizationsthat

regularlycaterfoodfortheirmeetingsorevents.Ouronlinesurveyaskedstudentsthemain
factorsthatinfluencetheircateringdecisions.Themoreweunderstandaboutthefactorsthatare
drivingstudentsdecisionmaking,themorewewillbeabletomoreeffectivelyplanandexecute


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ouradvertising.OursecondobjectiveistoincreaseawarenessofGrouchoscateringabilities
amongbusinessesintheRaleighDurhamarea.

Goal2
ThesecondgoalofourcampaignistoincreasethenumberofNCStatestudentpatrons
bytenpercentduringthetypicalbusinessweek.Currently,Grouchosmanagersestimatethat
approximately35%50%ofitscustomersduringtheweekarestudents.
Objective1.
Ourobjectivetoincreasestudentpatronsattherestaurantbycreatingmore
brandawarenessthatiscenteredaroundGrouchosDelishighqualityfoodandcustomer
service.AsweincreasestudentsawarenessofGrouchosdeli,wewillalsohelpstudentslearn
moreaboutdiscountsandcouponsthatcouldpotentiallybeofferedtostudents.

Goal3
Thethirdgoalofthiscampaignisittoincreasesalesduringthesummerseasonby15%.
Duringthesummer,NCStateUniversityhasanofficialbreakfromMaytoAugust,during
whichmanystudentsgohome.Thisdramaticallyaffectstheamountofbusinessformany
restaurantsonHillsboroughStreet,includingGrouchosDeli.Duringthesummerorotherschool
holidays,suchaswinterbreak,thesalesatGrouchosDelidecreasebyabout30%.
Objective1.
Our

objectiveistoincreasesawarenessaboutGrouchosdelibytargeting
Raleighlocalsduringthesummermonths.Alargenumberofindividualswhoarenotstudents
liveintheUniversityareaandwewillpromoteGrouchosdelitonearbylocalswhootherwise
mightavoidHillsboroughstreetduringtheacademicschoolyear.WewillpromoteGrouchos
Delibyhangingflyersatotherlocationsthattheirpublicsfrequent.


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Goal4
Thefourthgoalofourcampaignistoincreasebeersalesby8to10%.GrouchosDelion
HillsboroughStreetisoneoftheonlyoperatingfranchisesthatcurrentlyservesalcohol.
GrouchosDelisellsapproximately$3,500$4,000ofbeerpermonth.
Objective1.
OurobjectiveistoincreaseawarenessofGrouchosbeerproductsto
studentsandlocalswhoareattheageof21orolder.Toincreasebeersales,oneofour
objectivesistopromotebeerspecialsduringtelevisedsportingevents,particularlytelevisedNC
Statetelevisedeventssuchasbasketballorfootball.TheRaleighDurhamareaisalargely
sportscenteredarea,withmanypublicswhoareloyalfanstoavarietyofathleticteams.Our
campaignwilltargetindividualswhoareinterestedinconsumingalcohol,particularlybeer,
duringsportingevents.ThiswillallowGrouchosDelitocompetewithotherlocalsportsbarsin
thearea.
Objective2.
Oursecondobjectiveistoincreaseawarenessaboutalcoholandhoursof
operationstostudentsofNCStateUniversity.Asalocallyownedrestaurant,GrouchosDelihas
flexiblehoursofoperationthatareoftenchangeddependingoncrowdsandcustomers.


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SECTION4:PUBLICS
Students
TheprimarytargetpublicforGrouchosDeliisitsconsumerpopulationacrossthestreet
atNCStateUniversity,ages1823.Thispublicismostprevalentduringtheschoolmonthsat
theuniversity,butsalesdeclineduringwinterbreakandthesummerwhenstudentsareaway.
PublicsareCommunitiesofpeopleatlarge(whetherornotorganizedasgroups)thathavea
directorindirectassociationwithanorganization:customers,employees,investors,media,
students,etc.
(BusinessDictionary,Publics[Def.1],2015)
.Wedivideourpublicsby
demographics,psychographicsandtechnographics.Accordingto
StrategicPublicRelations
,
(Wirthlin.2013)demographicsisdefinedasthedivisionofconsumersintogroupsbasedon
selecteddemographics.Thisisdonesothatdifferentgroupscanbeapproached,targeted,and
advertisedtodifferent
(2015)
.Psychographicsaredefinedasmarketresearchorstatistics
classifyingpopulationgroupsaccordingto
psychological
variablessuchasattitudes,values,or
fears
(MerriamWebster,Psychographics[Def.1],2013)
.Accordingto
JournalofAdvertising
Research,
technographicsegmentationisa
marketresearch
analysistoolusedtoidentifyand
profilethecharacteristicsandbehaviorsofconsumersthroughtheprocessof
market
segmentation
(Reene,1988).
Thebulkoftheirloyalcustomersinthispublicareresidentsofneighborhoodsintheside
streetsconnectedtoHillsboroughStreet.Grouchoshasanadvantageofbeinginsuchclose
proximitytotheseresidents,whocansimplywalktothedelifromtheirhomeduringlunchand
dinnerhours.NCStateresidencehallsthroughoutcampus,includingUniversityTowers,
ValentineCommons,andNorthHall,areeachinrelativelyclosewalkingdistancefrom
Grouchos,givingyoungstudentstheopportunitytoeatthere.Hillsboroughisalsoconstructing


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largestructuresforstudentlivingandhotels.Oncebuilt,Grouchoswillgainalargercustomer
basefromtheinfluxofHillsboroughresidents.

NCStateStudentOrganizations
NCStateUniversityhasalargenumberofdifferentclubsandorganizationsoncampus.
TheseincludeGreekLife,honorssocieties,majorspecificclubsandmanyothers.These
organizationsoftencaterfoodfortheireventsandmeetings.GrouchosDeliprovidesexcellent
cateringopportunitiesfortheseclubs.

YoungProfessionalsandRecentCollegeGraduates
Grouchosalsotendstoattractrecentgraduates,particularlythosefromNCState,intheir
early20sand30s.OneofthebiggestreasonsGroucho'sappealstothispublicisbecauseitis
oneofthefewrestaurantsonHillsboroughstreetthatcaterstothosewhoenjoydrinkingbeer
withlunch.Forthisreason,therestauranthasthepotentialtobecomeapopularspotforthese
youngprofessionalsandtheirfriends.AnotherwayinwhichGrouchosappealstoyoung
professionalsisthegeneralatmosphere.Therestaurantpridesitselfonbeingaquietandrelaxing
deliwherepeoplecanescapefromtheirbusyworkatmospheretokickbackandenjoyaquality
sandwich..

Sportsfans
Theinsideoftherestauranthasthreelargetelevisionswhichcontinuallyshowsports
relatedprogramming.TheownersoftenhostmanycustomersforNCStatefootballand
basketballgames,attemptingtocreateasportsbaratmosphere.SinceGrouchostelevisionsare
placedonthreeofthefourwallsintheinterioroftherestaurant,eachtableisabletoviewany


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gamefromtheangletheyaresitting.Byofferingthisviewingexperience,Sportsfanswilloften
choosetoeatatGrouchoswhentheywanttogoouttoeatdinnerbutdontwanttomissa
secondofthegametheyarewatching.

RaleighBusinesses
RaleighandtheResearchTriangleParkishometonumerousbusinessesinNorth
Carolina.Asamaincenterforbusinessesandcorporations,therearevariouscatering
opportunitiesamongthesebusinesseswhooftencaterlunches,businessesmeetingsandother
events.

RaleighLocals
HillsboroughStreetisahighlypopulatedarea,andtherearemanylocalswhoarenot
UniversityStudents.Manylocalsavoidrestaurantsthatarecrowdedwithstudentsduringthe
schoolyear.However,duringthesummerandwinterbreaks,Raleighlocalswillbecomea
primarytargetpublicforourcampaign.


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SECTION5:MEDIASELECTION
WedecidedtousetheTechnicianStudentNewspaper,Flyers,RadioStations,Social
MediaandCampusCouponBooks.Thissectionincludesadescriptionoftheadvantagesand
disadvantagesofeachmedium.

NCSUStudentNewspaperTechnician
PlacingadsintheTechnicianwouldbeahugebenefittoGroucho'sDeli.Oneadvantage
inplacingadsinthestudentnewspaper,isthatitdirectlyreachesthestudentpopulationatNC
State.Inadditiontothatadvantage,aboutto1,000studentsreadthepublicationeachday
becauseoftheavailabilityofseveralfreecopiesthroughoutcampusinmanydifferent
newspaperstands.ThedisadvantageoftheTechnicianarethatthereare34,000NCSUstudents
whodonotreadthepaper.TheadthatGrouchosusesfortheTechnicianalreadyexistsandisin
theirpossession.(SeeAppendixA).

Flyers
Aneffectivestrategythatcanbetakenadvantageof,asGrouchosisinsuchclose
proximitywithcampus,ispersontopersoninteractionsandhandoutsonboththebusinessand
campussidewalksofHillsboroughstreet.Oneadvantagetohandingoutflyerissimplythat
workers/volunteerscanpointtothedelitheyarepromoting.Thiscandirectlyinfluencestudents
andHillsboroughpedestrianstostopbyGrouchosamidsttheirdailyroutine,whetheritbe
takingalunchbreakafterclassorcasuallyexploringHillsborough.Onedisadvantageofflyers
andinteractionsarethatsomepeoplewillnotbeinterestedintalkingaboutanythingbusiness
relatedwhiletheyspeedwalktotheirdestination.Werecognizethatrelyingsolelyonthese


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interactionswillnotbefruitful,buttheywillbeagreatadditiontoourotherstrategies.(See
AppendixB).

RadioStations
Contactingthepopularlocalradiostationsandreservinganadspotwouldincrease
revenueforGrouchos.Oneadvantagetoreservingadspotsonlocalradiosstationsisthatitis
costeffective.Overall,radioadsarecheapercomparedtotelevisioncommercialads,even
thoughtheyreachasubstantialamountoflocals.Onedisadvantageinplacingadsonlocalradio
stationsisthatnoteveryonelistenstolocalstationsduetothefactthattherehasbeenasteeprise
inpreferenceofpersonalmp3playersandX.M.radio.

SocialMedia
GettingthewordoutonpopularsocialmediasitessuchasFacebook,Twitterand
Instagramisaneasywaytoincreaserevenue.OneadvantageispostingitonNCStateFacebook
pagesortheNCStateTwitteraccountthatthousandsofpeoplelookatmultipletimesaday.In
additiontotheadvantageofpostingonmassivesocialmediasites,havingpicturesofthefoodon
Instagramcouldmakepeoplehungryandisaneffectiveformofmediaadvertising.One
disadvantageofsocialmediaisthatitishardtoconvincepeopletofollowapageabouta
restaurantunlesstheyarealreadyabigfan.Anotherdisadvantageofthischannelisthatpeople
caneasilyblockormuteapagethattheyaredisinterestedin.(SeeAppendixC,D,E).

CampusSpecialCouponbooks
Everyfall,massamountsofcouponbooksareprintedandhandedoutinthebrickyardat
NCState.Thesebookscontainseveralpagesofcouponsforstudentstouseatnearbybusinesses


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intheRaleigharea.Reachingouttolocalapartmentcomplexesandencouragingthemtoinclude
aGrouchosmenuand/orcouponsintheirwelcomebagswouldalsoincreaseawarenessof
Grouchos.Oneadvantagethecouponbooksprovideisthatitsagreatwaytoencouragepeople
tovisittherestaurantbecausetheycangetthefoodatadiscountedpricewiththecouponinthe
book.Onedisadvantageisthatsometimesitcanbeineffectivebecausenoteverystudentis
interestedinreceivingacouponbook.Also,forthosewhodoacceptabook,sometimesthey
arentusedandonlythrownaway.(SeeAppendixF).


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SECTION6:MESSAGEDEVELOPMENT
WhenrepresentingGrouchosdeli,wemustdevelopamessagethatcapturesattention,
containssometypeofappeal,andputsanimageoftherestaurantsfoodintotheviewersmind.
Therearefourkeystepsinourprocessofmessagedevelopment.Thefirstistoidentifythe
primarypoints,language,andtone/feelofthemessage.Ournextstepconcernstheaudience,
whoseprimaryneeds,attitude,andplace/timeneedtobepinpointed.Next,wemustconstructthe
messagethroughhowitengages,andtheargumentsandwritingitcontains.Finally,wemust
focusonthedeliveryofthemessagebyfiguringoutthemeansbywhichwearereachingthe
audience.
Inourfirststep,wehadtofindaprimaryfocusofourmessage.WewantGrouchosto
conveyamessagethatinformstheaudienceofplacewheretheycansitbackandrelaxwhile
enjoyinggreatfoodandbeer.Thelanguage,aswellasthetoneofthemessage,needstoconvey
ayouthfulandmodernstyleofmessage.Thefollowingslogansportrayasenseofcommunity,
andtastefulnessthatisstraighttothepointastowhatGrouchosofferstheconsumer.
Yourneighborhooddeli.
Fast,freshandoriginal.
Eat,drinkandkickback.
Theseslogansaretellingthereceivertocomestopbyourrestaurant(whichislocaland
closeby),eatourhealthyanddeliciousfood,andtorelaxandenjoyyourselfwhileleavingyour
worriesbehind.Thehangoversloganreadsonthebackofemployeesshirts,conveyinga
humorousmessagetotheyoungcrowdofdrinkers.Thelanguagethatweareusingisnotthatof
afancydiningrestaurant,yetitstilldistancesitselffromfastfoodjointswithanundesirable
atmosphere.Wearetryingtocreatethismessagetoappealmosttoouryouthfulandlaidback
audience.Analyzingtheaudienceisournextstepincreatingourmessage.


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Sincethebulkofourpublicsiscomposedofstudents,wemusttargetthatsectorwiththe
mostefficiencyandeffectiveness.Thismeansthatwemustdeliverourmessagesduringschools
months,andalsoduringtimeswhenstudentsarehungry,thatbeingintheearlyafternoonand
beforeusualdinnertimes.Grouchoshastheadvantageofbeinglocatedinextremeclose
proximitytoNCState,withclasses,andresidentsinwalkingdistancetotherestaurant.Ourgoal
withstudentsistobecomeachoicecandidateinwhatstudentsdecidetoeatwhenconsidering
restaurantsonHillsboroughstreet.Wearealsotryingtoappealtorecentgraduatesandyoung
professionals.Wewanttoprovidethispublicwithaplacetheycanenjoyonalunchbreakorat
thedinnerhoursfollowingabusydayofwork.
Aftercarefulobservationandanalysisofouraudience,wehavedeterminedseveral
meanstoreachthemwithourmessage.Thefirstmessagewillbeconveyedthroughan
advertisementin
Technician
,NCStatesstudentnewspaper.Inthead,whichwillbeplacedon
thebottomfrontpage,wewilloffera10%discountattherestaurant.Astotheadsdesign,it
willcontainapictureoftheSTPDipper,Grouchosmostpopularitem.Wewillalsousethe
Fast,FreshandOriginalslogantofurtherpersuadeNCSUstudentstoatleasttrytherestaurant
out,beingthatstudentswanttoexploreeachpopularHillsboroughrestaurantatleastonce.After
theirfirstvisit,theywilldiscovertheothermessagestherestaurantistryingtoconveythough
Grouchosatmosphereanddesign.Wewillgofurtherintotargetingstudentsthroughstudent
mediabyairingthefollowingradioadonthestudentradiostation.
ThefollowingistheradioadvertisementwillbereadbyWKNC:

Programmingon88.1WKNCisbroughttoyouinpartbyGrouchosDelion
HillsboroughStinRaleigh.GrouchosDelifeaturesmadetoorderdelisandwiches,alongwitha
varietyofsalads,soupsandsidedishes.Locallyownedandoperated,GrouchosDeliisopen


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until1a.m.onFridayandSaturdayandtelevisesallNCStatesportsgames.Wewouldliketo
thankGrouchosDelifortheircontinuedsupport.
Thisconveysabroadermessagewithnotjustthefood,butthevarietyofthemenu,
operatinghoursontheweekends,andthefactthatitreachesouttoNCStatesportsfans,who
willwanttostopbytowatchtheirdesiredgame.Studentswillalsohearaboutusviacampus
couponbooks.Grouchosspaceinthecouponbookwillfeaturea10%discount,whichappeals
tostudentswholiketoeatoutbutareonacollegebudget(alargepercentageofthestudent
population).
Grouchoswillalsospreadawarenessthroughemployeeshandingoutandpostingup
flyers.Themosteffectiveareainwhichwecanengagepotentialcustomers,mostofwhichbeing
students,willbeonHillsboroughstreet.Theadwilldepictpicturesoffood,andwilllisthours
andbeerspecials.Thiswillserveasinformativeinformationabouttherestaurant.Animportant
advantageofhandingtheflyersoutinpersonisthattheemployeescanliterallypointtowhere
therestaurantislocatedincasestudentsdonotknow.
ThoughNCSUstudentsareourprimarytargetaudience,wemustalsofocuseffortson
nonstudentsgraduates,locals,andyoungprofessionals,inparticular.Themosteffectivewayto
reachthisaudienceisthroughsocialmedia.ThroughFacebook,Twitter,Instagram,and
Snapchat,Grouchosiscapableofinformingthepublicofanyinformationabouttherestaurant,
events,deals,andpromotionsthatcanbespreadthrougheachsocialplatformforfree.An
examplesocialmediapostcouldbesomethinglikeGraduates!enjoyafreesandwichanddrink
whilecelebratingyouracademicachievementwithfamilyandfriends.Receiveafreesandwich,
drink,and/orbeerifyouwearyourcapandgownatGrouchoshappeningalldayonMay9.By


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sharinginformationandnewswithpostssuchasthese,theRaleighareacanbecomemore
informedandwillingtovisittherestaurant.
Anexampleofwhatwewillnotbeusingiscommercialadvertising.Thisformofmedia
selectionistooexpensive,andwedonothaveenoughmoneyonourbudgettoconductthis.It
willbesimpler,cheaper,andaseffectivetoreachourpublicsthroughthestrategieswehave
selected.
Inconclusion,webelievethatbyconveyingthemessageofdeliciousfood,afriendly
atmosphere,andamoderntone,thatwewillbeabletocaptureouraudiencesattentionand
persuadethemtovisittherestaurant.Themeansbywhichwewillreachouraudienceare
efficient,farreaching,andcosteffective.


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SECTION7:COMMUNICATIONSTRATEGIES
Theoryisimportantinpublicrelationsbecauseithelpsguidethetechnicianscampaign.
Theorypredictsphenomenonandexplainshowpeopleprocessinformation.Wewilluseseveral
persuasiontheories,strategiesandtechniquestochangeourpublicsopinionaboutGrouchos
Deli.Thesetheorieswillbeusedtocraftandconveyamessagesothatitmakesadifferenceand
callspeopletoaction.
Systemstheoryisdevelopedfromgeneralsystemstheory(Bertallanfy,1968).Itstates
thatorganizationsaremadeupofinterdependentpartsorsubsystemsthataffecteachother.This
appliestoGrouchoscampaignbecauseweareusingchannels,content,audience,and
consistency.Theyallcollaboratetoworkasefficientlyaspossible.Openorganizationsinteract
withtheirenvironmentbyusingthefeedbackbetweensubsystemsandtheirenvironment(Katz
&Kahn,1978).Grouchosisanopenorganizationbecausetheytrytomeetthepublicsneeds
whethertheyarelocal,students,faculty,orotherbusinesses.
Twostepflowtheory,nowknownasmediatheory,tellsusthattheflowofopinionabout
informationflowsfrommassmediatoopinionleaders,andfromthemtotherestofthe
population(Lazarsfeld,Belson,&Gaudet,1948).Opinionleadersarethosewhoare
knowledgeableandarticulateaboutissues.WewillusethetwostepflowtheorytoreachNC
StatestudentsbyreachingouttoourstudentbodypresidentandNCStatestudentorganization
leaders.ThiscorrelateswithGoalTwowhichisto
increasethenumberofNCStatestudent
patronsby10%duringthetypicalbusinessweek.Wewillprovidethem
withinformationabout
offersatGrouchosinhopesthattheopinionleaderswillbesharedwiththestudentbody.This
strategyalignswithObjectiveOnetoGoalTwo,whichistocreate
brandawarenessthatis
centeredaroundGrouchosDeli.
Inattemptofreachingouttooursportsfans,wewillgetalocal,


31

wellknownathletetobetheiropinionleaderandpromoteGrouchosbyexpressingtheirfavor
publically.NCStateathletesorHurricaneplayersareexamplesofgroupsthatcouldbeused.
TospreadthewordtoRaleighbusinessesaboutourcatering,wecansendinformationor
acoupontolocalCEOs.ThisstrategymatchesGoal1which
istoincreasemonthlycatering
eventsbyabout810%.
Thiswouldallowthemtoactastheopinionleaderiftheypassthis
informationtotheeventplanners.TheexchangeofinformationreflectsObjectiveOneofGoal
One,whichistoinformpotentialcustomersandclientsofGrouchoscateringcapabilities.When
thesepublicsaresuccessfullyreachedbytheiropinionleaders,theywillbetheleadersforother
Raleighlocalsandyoungprofessionals.
OnetheorythatexplainstheroleofmassmediaintheflowofpublicopinionisAgenda
SettingTheory.Thistheorystatesthatmassmediaemphasizescertainissuesthatmakethe
publicperceivethemasthesalientissuesfordiscussion.Saliencewilltransfertheissuesto
publicandpolicyagenda(McCombsandShaw,1972).Themediahastheabilitytomake
GrouchosDelilookimportant.Forthistheoryitisimportanttolookathowpeoplechangetheir
behaviorafterthemediadoesitspart.Surveysandcontentanalysisshouldbeusedtofindout
whatpeoplearesayingisimportant.WewillsendanewsreleasetotheNCSUstudent
newspaperandradiostations.Flyers,socialmediaandCampusSpecialcouponbooksare
othermediathatwillbeusedtoinfluencepublicopinion.
Byreachingoutthroughthese
channels,oursecondobjectiveistoincreaseawarenessofGrouchoscateringabilitiesamong
businessesintheRaleighDurhamarea.AgendaSettingTheoryconnectstoGoalOnes
ObjectiveTwo,toincreaseawarenessofGrouchoscateringabilitiesamongcampusclubsand
organizations,aswellasbusinessesintheRaleighDurhamarea.
AnothertheorythatexplainstheroleofmassmediainflowofpublicopinionisFraming
Theory.Itfocusesonthefactthatmediaandjournalistscanstresscertainattributesofanissues,


32

frame,andthisinfluencesourpublicsunderstandingoftheissues(Entman,1993).Itis
basicallysecondlevelagendasetting.WhenwesendnewsreleasestotheNCSUstudent
newspaperandradiostations,theywillcontaininformationaboutGrouchosDeliinacharming
lightwithinformationaboutitshistoryandanycurrentdealstheyarefeaturing.Weknowthis
willbeapplicabletoreadersandlistenersbecausetheyhaveshownwiththeirtimeinvestment
thattheyareinterestedinlearningindepthinformation.Flyers,socialmediaandCampus
Specialcouponbooksareothermediathatwillbeusedtoinfluencepublicopinion.These
advertisementswilltrytocapturethecharismaofGrouchosDeliaswellastheirqualityfood
andreasonableprices.Theseadvertisementsaremorelikelytoreachpublicssuchasstudents,
sportsfans,youngprofessionals,andRaleighcitizenswhoaremoreinterestedinadealatalocal
placetoeat.Grouchoswillbeframeddifferentlydependingonthepublicswhoviewthemedia
wherewearesharingourcontent.ThesechannelsallowustocompleteObjectiveOneofGoal
Three.GoalThreeis
toincreasesalesduringthesummerseasonby15%.Byutilizingthese
channels,wewillbeworkingonObjectiveOne,whichistoincreasesawarenessabout
GrouchosdelibytargetingRaleighlocalsduringthesummermonths.
Therearealsopsychologicaltheoriesthatcanbeappliedtoourcampaign.Thefirstisthe
InformationProcessingModelwhichisfurtherexplainedbyMcguireinhissixcrucialstages.
Theyexplainthatpeopleprocessinformationinaseriesofsteps,listedas:exposure,attention,
comprehension,yielding,retention,andattitudechange(McGuire,1983).Exposureissignificant
becausepeopleneedtobeexposedtothemessageinorderforthemtoreceiveit.Attentionis
criticalbecausethemessageneedstocreateattentionforthelistenertowanttoreceiveit.
Comprehensioniscrucialbecauseifpeopledontunderstandathecampaignthenitwillsurely
fail.Yieldingisnecessarybecausepeopleneedtoseethenewpointofviewandagreewithwhat
thecampaignistryingtosay.Evenmoreessentialisretentionsothatpeoplecanrecallthe


33

campaignsmessage.Attitudechangeisthemaingoalandonlyhappenswhentheotherfive
stepsaresuccessful.WecanusethistheorytocompleteGoalFour,to
increasebeersalesby
810%.WecanapplytheInformationProcessingModeltoaccomplishObjectiveOneand
ObjectiveTwoofGoalFour,whichistoincreasebeersalesbypromotingbeerspecialsduring
televisedsportingevents,particularlytelevisedNCStatetelevisedeventssuchasbasketballor
football.
ThesecondpsychologicaltheoryapplicabletoGrouchoscampaignisSocialLearning
theory,whichstatesthatpeoplelearncertainbehaviorsbyobservingorimitatingotherpeople
suchasrolemodels(Bandura,1969,1977).JustasthechildreninBandurasstudyactedviolent
afterviewingviolenceontelevision,sowillourpublicschooseGrouchosafterseeingtheir
peers,opinionleadersandvariousmediaoutletsreportthattheypreferittootherdelis.
SocialLearningtheorycouldbeusedinconjunctionwithtwostepflowtheorytoinformsports
fansaboutGrouchos.Twostepflowtheorywillbeusedbyhavinglocalathletespubliclystate
theirfavorforGrouchosandthiswillbeanactionthattheirfanscanobserveandimitate.This
pertainstoObjectiveOneofGoalThree,
toincreasesawarenessaboutGrouchosdeliby
targetingRaleighlocalsduringthesummermonths.
DiffusionofInnovationstheoryexplainshowpeopleadoptnewideasovertime(Rogers,
1983).Thecategoriesconsistofearlyadopters,lateadoptersandlaggards.Thespeedtowhich
theyadoptanideaisdependentontheimpactofopinionleadersandsocialnetworkshavewith
theircampaign.Therearefivecharacteristicsofinnovations:relativeadvantage,compatibility,
complexity,triability,andobservability.Relativeadvantagereferstotheadvantagethatthe
Grouchoshasovertheircompetitors.Theiradvantagesarethattheirmeatishighquality,they
havefastservice,andtheircustomerserviceisexcellent.Compatibilityisinvolvedwiththe
valuesoftheexistingculturewearetryingtointroduceGrouchosto.Complexityencompasses


34

howhardthemessagewillbetoreceive.Weareusingavarietyofmediasothatwecanreach
publicsofallagesandabilities.Triabilityrelatestotheneedthatourcampaignhasforpeopleto
beabletotryandunderstandcorrectusage.WewillprovideGrouchoslocationtomakeiteasy
forourpublicstonavigatetothedeli.Observabilityembracesthetheorythatpersuasioncanbe
usedtochangeopinion.ObservabilitywillbeusedwhenGrouchoscaterstoNCStatesstudent
organizationsandthemembersseethattheirmealsaredeliciousandtheirfriendsagree.
ObjectiveTwoofGoalOne
,toincreaseawarenessofGrouchoscateringabilitiesamong
campusclubsandorganizations,aswellasbusinessesintheRaleighDurhamarea
isrelatedto
thisapproach.Thisisawaytopersuadelargegroupsinapersonalapproach.


35

SECTION8:TIMETABLE
Inthissectionyouwillfindadetailedandsufficienttimetable,outliningaudiences,
media,messagesandstrategiesovertime.Thistimetablefocusesonoutliningouraudiencesand
thebesttimesforustopushourmessageouttothem.Italsoshowsthemediaandmessageswe
havechoseninrelationtoouraudiencesandthroughwhatchannelstheywilllikelyhearour
message.Ourstrategywillstaythesamethroughthecampaignunlesschangesneedtobemade
basedontheprogramevaluationthatwilloccurthroughoutthecampaign.Thetimetablewill
showwhentotakeactiontobestcompleteourcampaigninrelationtoouraudiences,media,
messagesandstrategies.Accordingto
KiwanukaTondoPersonalCommunication
,itis
extremelyeffectivetocomparetheoriginaltimetableandbudgetwithactualcampaignactivity,
thiswillensurethattheorganizationdoesnotfallbehindinthesettimetable.Whileyouare
implementingthisproposalyoushouldkeepatimetabletotracktheprogressofthecampaign.If
thecampaignfallsbehindinthesettimetable,theresultswillbedelayedandwillhurtpotential
businessprofits.Also,makingsurethatthecampaignisontrackincreasesmotivationamong
stafftokeeptheprocessrollingandcontinuingeffortstowardtheendgoal.

Date

Activity Target
audience

Summer Social
media
2015
campaign

June/July

August

Postflyers

Keymessages

Media
channels
used

Socialmedia Promofavorite Twitter

followers
menuitems
Facebook
Studentsand Upcoming
Snapchat
young
events
professionals Drinkspecials
First20toview
thesnapsgeta
freeteawith
purchase?

Studentswho Grouchosisa

Flyers

Relevantcampaign
goals

Communication
strategiesused

Increasemonthly
cateringeventsbyabout
810%.
Increasethenumberof
NCStatestudentpatrons
by10%duringthe
typicalbusinessweek
Increasesalesduringthe
summerseasonby15%.
Increasebeersalesby
810%.

DiffusionofInnovations
theory
SocialLearningtheory,
InformationProcessing
Model
FramingTheory
AgendaSettingTheory
Twostepflowtheory,

Increasethenumberof

DiffusionofInnovations


36

2015

oncampus

liveon
campus
Faculty
Advisors

Place
Studentswho
couponsor
liveonor
menusin
nearcampus
thecampus
welcome
bags

partofNCSU
community

Students

Community
membersand
Hillsborough
St.locals

October Halloween
Hike
2015

Students

Decembe Sendmail
outs
r2015

Localswho
livenear
Hillsboroug
hSt.
Surrounding
Raleigh
communities

February Dance
Marathon
2016

Community
Grouchosisa
organizations
partofNCSU
Students
community
Grouchosisa
charitable
company

advertising
holiday
specials

theory
SocialLearningtheory,
InformationProcessing
Model
FramingTheory
AgendaSettingTheory
Twostepflowtheory

Increasethenumberof
NCStatestudentpatrons
by10%duringthe
typicalbusinessweek
Increasebeersalesby
810%.

DiffusionofInnovations
theory
SocialLearningtheory,
InformationProcessing
Model
FramingTheory
AgendaSettingTheory
Twostepflowtheory

Newspaper

Increasethenumberof
NCStatestudentpatrons
by10%duringthe
typicalbusinessweek
Increasesalesduringthe
summerseasonby15%.

DiffusionofInnovations
theory
SocialLearningtheory,
InformationProcessing
Model
FramingTheory
AgendaSettingTheory
Twostepflowtheory

Social
media
Flyers

Increasethenumberof
NCStatestudent
patronsby10%during
thetypicalbusiness
week
Increasebeersalesby
810%.

Diffusionof
Innovationstheory
SocialLearningtheory,
InformationProcessing
Model
FramingTheory
AgendaSettingTheory
Twostepflowtheory

Mail
Flyers

Increasebeersalesby
810%.

Diffusionof
Innovationstheory
SocialLearningtheory,
InformationProcessing
Model
FramingTheory
AgendaSettingTheory
Twostepflowtheory

Increasethenumberof
NCStatestudentpatrons
by10%duringthe
typicalbusinessweek
Increasemonthly
cateringeventsbyabout
810%.

Diffusionof
Innovationstheory
SocialLearningtheory,
InformationProcessing
Model
FramingTheory
AgendaSettingTheory
Twostepflowtheory

Septemb Runadin
er2015 the

technician

NCStatestudentpatrons
by10%duringthe
typicalbusinessweek
Increasebeersalesby
810%.

Grouchos
servesbeer
Grouchosisa
partofNCSU
community


37

August
2015
Spring
2016

Host
multiple
senior
nights
featuring
gamesfor
students

Evaluate
program
effectivene
ss

Conduct

staffsurvey

Measure
employee
perceptionof
campaign

Online
survey

Twostepflowtheory

March
2016

Placeadin Students
the
Community
technician
members

Newspaper

Increasethenumberof
NCStatestudentpatrons
by10%duringthe
typicalbusinessweek
Increasesalesduringthe
summerseasonby15%.

DiffusionofInnovations
theory
SocialLearningtheory,
InformationProcessing
Model
FramingTheory
AgendaSettingTheory
Twostepflowtheory

Begin
sending
promo
flyersin
themail

Local
community
members

Flyers
Mail

Increasesalesduringthe
summerseasonby15%.

DiffusionofInnovations
theory
SocialLearningtheory,
InformationProcessing
Model
FramingTheory
AgendaSettingTheory
Twostepflowtheory

Online

survey
Comparison
ofbaseline
datato
currentdata
Customer
satisfaction
and
awareness

Fall2016 Final

NCSU
seniors

evaluation
of
campaign

Grouchosisa
partofNCSU
community

Event

Increasethenumberof
NCStatestudentpatrons
by10%duringthe
typicalbusinessweek
Increasebeersalesby
810%.

Diffusionof
Innovationstheory
SocialLearningtheory,
InformationProcessing
Model
FramingTheory
AgendaSettingTheory
Twostepflowtheory


38

SECTION9:BUDGET
Thetotalbudgetofourcampaignis$1,600.Thebudgetismainlyallocatedtoward
advertising.Thisincludescostsforprintedandonlineadvertisingthatincludescouponbooks,
flyers,newspaperandradioadsandsponsorships.Giventhatsocialmediaisrelativelycostfree,
wewillbeabletoallocatemoreofourbudgettopaidadvertising.OtherformsofInternet
marketingwewillusearerelativelycostfree.

1)TechnicianAd.
Printadvertisingvariesfrom$125to$1,512.Tobeginouradvertising,wewillstartwith
afrontbanneradvertisement,thatwillrunthreetimesduringtheweekMarch21st25th,2016.
WehavechosenthisweekbecauseitisduringtheUniversitysapartmentguideweek,whichis
typicallyoneofthemostheavilyreadweekofTechnicianissues.Inordertogaugethesuccess


39

ofthead,thetextintheadwillincludeacoupon,whichmustbebroughttoGrouchostobe
redeemed.Wehavechosenthecolored,frontbanner,forouradvertisements.Allpricesare
includedinthefollowingtables.
PricesForTechnicianAdvertisements.

Hereare

traditionalBlackandWhite
Advertisements.Thereisanadditionalfeeforcoloradvertisements.
Size

Price

FullPage

$945.00

HalfPage

$472.50

QuarterPage

$236.25

EighthPage

$112.50

PremiumPositionforAdvertisementsinTechnician

Price

Size

FrontBanner

$125.00

9.96x1

BackBanner

$150.00

9.96x2

PuzzleSpace

$65.00

3.3x3

NewspaperAdFrequencyDiscount
3adsin2weeks

10percentoff

5+adsin1month

15percentoff


40

RadioAdvertisingwithWKNC89.1
TheradiowewillbeadvertisingwithisWKNC89.1,whichistheuniversitysstudent
radiostation.Alltheratesareasfollowed:
Basic$170/week
1AMorPMDriveTimeSpotMF1MiddaySpotMF
Totalof10SpotsMF
Plus$210/week
1AMDriveTimeSpotMF1MiddaySpotMF
1PMDriveTimeSpotMFTotalof15SpotsMF
Premium$250/week
1AMDriveTimeSpotMF1MiddaySpotMF
1PMDriveTimeSpotMF6WeekendSpots
Totalof21SpotsMSun.
DiscountPackages
Buythreeormoreweeklypackageswithintwomonthsandreceivea10%discount.
SponsorshipfromDanceMarathon
DancemarathonoccurseveryFebruaryatNCStateUniversityanditisafundraiserthat
benefitschildrenandfamilieswhosufferfromillness.AtthethefirstDanceMarathonin2013,
studentsraised$100,000andithasnowbecomeatimelessNCStatephilanthropictradition.
Grouchoswillbeinvolvedindancemarathonbydonating$300worthofsandwiches,which
willlastonehouroruntilfoodrunsout.Students,facultyandallotherdancemarathon
participantswillbeabletoenjoythedelicioussandwichesduringthistime.WhileGrouchos


41

foodisbeingdispersed,thedancemarathonDJwillannouncethatthefoodwasdonatedby
Grouchos,asathankyoutoallparticipantswhoaredonatingtimeandmoneytothecause.This
willhelpreinforceGrouchosasafriendly,relaxedandcharitablecompanytoitspublics.
MailAds
Periodically,mailadvertisementsorflyerswillbeeithermailedviaUSPSorplacedin
mailboxesinsurroundingneighborhoods.Wehaveallocatedabudgetof$242formail
advertisements.Thisbudgetwillcovertheprintingcostsforflyersandallprintadvertising.This
willalsocoverthecostsofpayingemployeeswhowillbeplacingflyersinsurrounding
mailboxes,whichwillbeanestimated10hoursofworkthroughouttheyear.
SocialMedia
Althoughsocialmediaplatformsarefree,Grouchoswillperiodicallyhavepromotions
viasocialmediathatincludefreedrinks,mealsandotherspecials.Wehaveallocated$150ofthe
budgettocoverthecostsofsocialmediapromotions.SocialmediaoutletsincludeTwitter,
Facebook,InstagramandSnapchat.Specificdetailsaboutsocialmediapromotionscanbefound
inthemessagessection.
CampusSpecialCoupons
TheCampusSpecialcouponbooksaredistributedbythethousandseverysemesteratNC
StateUniversity.WewillbeginbyplacingacouponintheFallsemestercouponbookwhichwill
costanestimated$400.Thatincludesa10%offentreecoupon.Wewillmeasurethesuccessof
thecouponbykeepingtrackofthenumberofcouponsusedbystudents.


42

SECTION10:EVALUATIONTOOLS
10.1MonitoringtheCampaign
Oneofthemostimportantthingsyoucandothroughoutacampaignismonitorthe
progressofit.Accordingto
KiwanukaTondo2015,(PersonalCommunication
,)thesignificance
ofmonitoringcampaigns,ensuresgoalsarebeingmet,ensuresthecampaignisontrack,itcan
catchpotentialproblemsforroomtoadjustanditensuresthatcampaignmaterialsareenough.
Byproperlymonitoringthecampaignfromthebeginninguntiltheend,itcanhelpusavoid
potentialrisksthatmayputourhardworkandcampaigninjeopardy.Also,aswecontinueto
observeourcampaignprogressitallowsustomakesurethatallofourmaterials,suchasflyers,
adsandcouponsareenoughandthatouroverallmessageisstilleffective.Havingthisinmind,
thereareafewdifferentwayswemonitoredourlengthyprogress,aswellasthesuccess,ofthe
GrouchosDelipublicrelationscampaign.
StaffSurveys/FocusGroups/IndepthInterviews.

Onemethodinmonitoringa
campaignisdeterminingwhetherstafffeelthecampaignisgoingsmoothly(KiwanukaTondo
PersonalCommunication).Afewwaysinwhichyoucandeterminewhetherstafffeelthe
campaignisuptopar,isthroughuseofstaffsurveys,focusgroupsorindepthinterviews.
Throughuseofthese,youcangetasenseofhowefficientandeffectivethemanagementofthe
campaign.Allthreeoftheseareusefulincomparingtheprocessfromwhereyouwereatduring
thebeginningofthecampaigntowhereyouareatintheendofthecampaign.
Staffsurveysprovideathoroughunderstandingofstaffattitudesandperceptions.These
surveysimproveattendanceforbusinesses,strengthencustomerrelationsandultimatelyincrease
companyprofits.Sincemostcompaniesbelievetheirgreatestassetsareintheirworkforce,fully
understandingtheattitudeandperceptionsoftheirstaff,byconductingsurveys,allowsa
companytomaximizeperformanceandincreaseprofits(Knowles,2004).Thetwomajor


43

requirementsinconductingstaffsurveysisconfidentialityandanonymity.Ifthesurveys
conductedarebothconfidentialandanonymous,theresponseswithbemoreaccurateandhonest.
Anotherwaytogatherhonestfeedbackisprovidingincentivesforcompletingthesurvey,such
asprizesorgiftcards.
Thestaffsurveyquestionscanbeaskedatthebeginning,toseewhereyouwereatbefore
thecampaignstarted,andthenattheendtoseehoweffectiveyourcampaignturnedout.We
askedaseriesofquestionsonafivepointLikertScale,with1=StronglyDisagree,2=Disagree,
3Neitheragreenordisagree,4=Agree,and5=StronglyAgree.Someofthequestions
included:
Doyoufeelencouragedtocomeupwithnewandbetterwaysofdoingthings?,Doyou
havethetoolsandresourcestodoyourjobwell?,HowwelldoestheCompanydowithkeeping
employeesinformedaboutmattersaffectingus?
,
Consideringeverythinghowsatisfiedareyou
withyourjob?,Haveyouexperiencedpersonalgrowthsuchasupdatingskillsandlearning
differentjobs?,andDoyoufeelvaluedbyyoursupervisor?
Allofthesequestionsaimtomonitor
staffdevelopment,effectivenessandimprovementofthebusiness.
Focusgroupsconsistoftypically710people,thathaveacommoninterestthatare
broughttogetherbyamoderatortogaininformationaboutaspecificissue(Marczakand
Sewell).Thesegroupshelpplananddesignnewprograms,evaluateexistingprogramsand
managingeffectivenessandefficiencyofthecampaign.Inconductingafocusgroup,itoccursin
threephases:Conceptualization,InterviewandAnalysis/Reporting.Duringconceptualization,
youfigureoutthepurpose,whotostudyanddevelopaplan,Next,intheinterviewphase,you
askthequestionswhileavoidingquestionswithyesornoanswers.Duringourfocusgroup,
weaskedafewdifferentquestions.Someoftheseincluded
Whatisthedesiredoutcomeofthis
campaign?,Howdoweachieveourgoals?,Howdowemakesurethecampaigniseffective?
Howdowemeasuretheeffectivenessofourcampaign?
Lastly,theanalyzingphaseshouldstart


44

offbygoingbacktotheintentofthestudy,whichisseeinghoweffectiveourcampaignhas
been,andthensummarizingwhatwasaccomplishedbyreportingthedata.
Indepthinterviewsareusuallyconductedonaoneononebasisinhopetounderlythe
motivesbehindemployeesbehavior,attitudes,thoughtsandperceptions.Indepthinterviews
allowtheinterviewerandintervieweetoexploretheeffectivenessofthecampaignandmake
changesfromthebeginningofthecampaigntotheendofthecampaign,ifnecessary.These
interviewsareaqualitativemethodofanalysis,lessstructuredandarekeptconfidentialbetween
thetwopeoplehavingtheconversation.Havingthisinmind,ourGrouchoscampaign
conductedafewindepthinterviewsaskingmanydifferentquestions.Someofthesequestions
asked:
Howdoyouhandleconflictonateamproject?Howdoyouhandleworkingunder
pressure?Howdoyoureducecostsandincreaseprofits?Howhaveyouspecificallyhelpedto
increasesales,profitsandsuccess?Doyouworkwellwithothers?Howdoyouseethe
campaigntransformingfrombeginningtoend?
Indepthinterviewsareagreatwaytomonitor
campaignandtalktopeopleonapersonallevel,especiallygettingaccuratefeedbackifthe
subjectisatoughonetotalkaboutordiscussopenly.
Timetableandbudget.
Asstaffsurveys,focusgroups,andindepthinterviewsare
successfulwaysinmonitoringcampaigns,anotherwaytosuccessfullymonitoristhroughuseof
atimetableandbudget.Accordingto
KiwanukaTondoPersonalCommunication
,itisextremely
effectivetocomparetheoriginaltimetableandbudgetwithactualcampaignactivity.Itis
extremelyimportanttonotfallbehindinasettimetableorgoabovethesetbudget.Ifthe
campaignfallsbehindinthesettimetable,theresultswillbedelayedandwillhurtpotential
businessprofits.Also,makingsurethatthecampaignisontrackincreasesmotivationamong
stafftokeeptheprocessrollingandcontinuingeffortstowardtheendgoal.Ifthecampaignstalls
andfailstobemonitoredeffectively,attitudesamongstaffbecomelackadaisicalandopensup


45

roomforpotentialcampaignfailure.Havingthisinmind,makesurethecampaignstayswithin
thebudgetissuedatthebeginning.Aquickwaytogetintodebtandlosepotentialprofitsisnot
monitoringwhatyouarespendingandbeingcosteffective.Ifthesetbudgetis$3,000,thenitis
importanttomonitorwhatyouspendduringeachphaseofthecampaigntomakesureyouhave
enoughleftbythetimethecampaignisfinished.
ForGrouchosDeli,weestablishedabudgetandtimetablerightfromthegetgo.
Knowingthatitisimportanttostaywithincompanymeans,thesetbudgetforthetotal
campaignwas$1,500.ThemajorityofthebudgetforGrouchoswasinvestedinadvertising
costssuchasradioandnewspaperads.Aftermappingouthowmucheachadcost,wecametoa
conclusionofhowmuchthecampaignwouldcostandhowweshouldgoaboutplacingtheseads
inthedesiredmediaoutlets.Havingasetinstonebudgetplan,wedevelopedatimetableof
whentheseadsshouldbereleasedintothepublicatmosphere.Ourtimetableincluded:Dateof
theactivity,theactivityitself,desiredtargetaudiencefortheactivity,keymessageswewanted
toinclude,mediachannelsused,relevantcampaigngoalsandthecommunicationstrategiesused
duringeachprocess.Therewereavarietyofeventsoveraspanofyearinwhichwemonitored
theeffectivenessandstayedwithinthebudgetwetransposed,nevergoingoveritatall.Forour
Grouchoscampaign,everyoneconstantlycheckedinwitheachother,makingsureallofthe
costswerewithinthebudgetwhendifferenteventscameabout.Teamworkandbeingonthe
samepageiscrucialforastickingtothetimetableandbudgetthroughoutthecampaignprocess
MediaExposure.
Anintricatepartinmonitoringtheeffectivenessofcampaignsis
makingsureadsarerunningandareatanappropriatetime(KiwanukaTondoPersonal
Communication).Intodayssociety,mediaoutletsaresignificantinadvertisingormarketingany
brand.WhetheritbeFacebook,Twitter,Instagram,Snapchat,radioadsortelevisionads,getting
yourcompanysmessageacrosscanmakeorbreakaprofit.Allofthesemediaexposuresare


46

effectivebecauseoftheircosteffectivenessandsimplicityofgettingamessageacross.Also,
sinceanumerousamountofpeoplelookatsocialmediasitesafewtimesadayaswellaslisten
totheradio,itisaneasychoicetousetheseoutlets.Usingallofthemediaoutletscanallowa
campaigntostaywithinthebudgetwhileincreasingcustomertrafficandawarenessofa
business.
OurfirstactivitystartedinSummerof2015withasocialmediacampaignpromoting
upcomingevents,drinkspecialsandmenuitemsspreadacrossTwitter,Facebook,Instagramand
Snapchat.Afewwaysinwhichwemonitoredtheeffectivenessofmediaexposureishowmany
peoplelikethepages,howmanyfollowersthereareandtalkingtostudentsatNCStateandother
peopleinRaleigh.Inthefollowingmonths,weplannedafewmoreeventsincludingHalloween
HikeforStudents,acateringeventforNCSUDanceMarathon,placingradio/newspaperadsand
sendingmailoutsadvertisingholidayspecials,allwhilestayingwithinourbudgetand
monitoringtheeffectivenessofeachprocess.Oneofourgoalswastoincreasecustomersduring
thewinterandsummermonths,soprovidingthesemediaexposuresduringthesetimesisan
extremelyeffectivetactic.Aswecontinuedtomonitortheseexposuresattheappropriatetimes,
wefiguredthatmoreandmorecustomerswouldstarttogotoGrouchosintheseonce
troublesomemonths.KeepingalogofhowmanycustomersattendGrouchosduringallofthe
eventsbecauseofmediaexposureisaneffectivewaytomonitorcampaignprogress.Also,
monitoringifalloftheadsandflyersarephysicallyintheproperplacecansignificantlyrelate
totheeffectivenessandefficiencyofacampaign(KiwanukaTondoPersonalCommunication).
Placingaflyerinadisinaspotwhereapersoncanseeitandwheretheywalkpasteveryday,
increasesthechancesofthemlearningaboutthecompany.

10.2EvaluatingtheCampaign


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Thepurposeofevaluatingacampaignistoseehowsuccessfulthecampaignwas,ifthe
goalswereaccomplishedandlookatthemeasurementofresultsagainstthegoals
(KiwanukaTondoPersonalCommunication).InlookingbacktoSectionThree:Goalsand
Objectives,wegaveaspecificvarietyofgoalsthatourGrouchosDelicampaignwantedto
accomplish.Ourgoals,included:#1=increasingmonthlycateringeventsbyabout810percent,
#2=increaseNCStateStudentpatronsby10%duringthetypicalbusinessweek,#3=increase
salesduringthesummerseasonby15%,and#4=increasebeersalesby810%.Asthe
campaignwrappedup,wecomparedtheseinitialgoalstotheresultsofthecampaign.Inthe
process,welookedatdifferentmeasurementmethodsinevaluatingourcampaign.These
evaluationmeasurementsincluded:production,audienceawareness,audienceaction,audience
attitudes,andmessageexposure.Afterthoroughlylookingatourcampaignprogressfrom
beginningtoend,withhelpofthesemeasurements,wesawcompellingresults.
MeasurementsofAudienceAwareness/Action/Attitudes.
Thesethreemeasurements
ofaudienceawareness,actionandattitudesdirectlyrelatedtohowacampaigncanbeevaluated
effectively.Awaytoevaluatecampaignsthroughuseofaudienceawarenessandattitudes,isto
usesurveys,focusgroupsandindepthinterviewsbeforeandafterthecampaign
(KiwanukaTondoPersonalCommunication).Asmentionedbeforeinthemonitoringsection,all
threeofthesetoolsmeasurefeelings,attitudesandbeliefsoncertainissueswhichprovides
helpfulinsightforacampaign.Audienceactionspecificallyrelatestoincreaseinsalesforour
companyGrouchos.
Beforeourcampaignstarted,weconductedsurveys,focusgroupsandindepth
interviewsaskingpeopleaseriesquestionstotryandgaininsightonourcampaignprocess.The
respondentanswerstothesesurveyquestionsremainedconfidentialandtheresultsshown,gave
usinformationregardingtheattitudes,awarenessandbeliefsofpeopleinRaleigharearegarding


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thefoodandGrouchos.Onequestionaskedinthesesurveys,focusgroupsandindepth
interviewsledustocomingupwithGoal#1.Thequestion,formulatedfromtheresponses,asked
Haveyoueverhadfoodcateredtoyouforanevent?
Mostoftherespondentsansweredyes,so
wemadeitagoaltoincreaseGrouchoscateringby810%.Afterthecampaignends,we
concludedthatanthereisanincreasedofcateredeventsbecauseofthequestionaskedfromthe
surveysbeforethecampaignstarted.Askingquestionsbefore,canleadtoapositiveoutcomein
thecampaignandwhenevaluatingtheoutcomeofthecampaign,itcanbecomparedtohow
successfulthegoalsyoustartedwithwereorhowsuccessfulthemeasurementswereagainstthe
goals.
Asaudienceawarenessandattitudesareextremelyimportanttotheevaluationofa
campaign,theaudiencesactionscanbeevenmoreimportant.Audienceactionsareespecially
importantbecausetherelatespecificallytotheincreaseofsales,whichisultimatelywhatthis
campaignistryingtodoforGrouchosdeli.Postingorhandingoutflyersnearthebusinessisa
greatwaytogettrafficintothedoor.Thisisasimpleandcosteffectivetacticbecauseyoucan
pointoutthespotofthebusinesstopeoplesotheyhavenotroubleoffindingtheplace,whichis
anissuewithGrouchosDelibecauseitistuckedinonasidestreet.Helpingdesiredcustomers,
especiallyhungrycollegestudents,findtheplaceofbusinessgetpeopleinthedoor,whichin
returnincreasesrevenueforabusiness.Withsomanywaysofincreasingaudienceaction,itis
importanttofigureoutwhichtacticsuitsthebusinessbest.Measuringaudienceactionisa
usefultoolandanecessaryoneinevaluatingtheeffectivenessofacampaignsgoals.
MeasurementofMediaExposure.
Inthisdayandage,mediaexposureisoftheutmost
importance.Inmeasuringmediaexposure,itisimportanttolookatfourdifferentaspects:
numberofpeopleexposed,systematictracking,numberofrequestsformoreinformationandthe
audienceattendanceatevents(KiwanukaTondoPersonalCommunication).Whenlookingat


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thenumberofpeopleexposedvsthegoaltargeted,itspecificallyillustrateshoweffectivethe
penetrationofthemessageswere.Insystematictracking,itiseffectivetousecomputer
databasesintrackingtheexposureofthesocialmediaaccountsandgivesthecampaignanalytic
informationneeded.Onewaytoprovidemoreinformationforanyonethatneedsitistohavea
tollfreenumberreadyandapersononthelineduringallhoursoftheday.Lastly,evaluating
audienceattendanceateventsallowsyoutoseehoweffectiveyourmediaexposurewassuchas
howmanyflyersdidyouhandoutcomparedtohowmanypeopleshowedup.
Aperfectwaytochecknumberofpeopleexposedandsystematictrackingislookingat
wherethebusinesswasatthebeginningofthecampaignandwhereitisatheendofit.For
example,youcanlookathowmanypeoplefollowGrouchosDelionInstagram,howmany
peoplelikeGrouchosDelionFacebookandhowmanypeoplefollowGrouchosDelion
Twitterwiththesalesinthebeginning.Thenasthecampaigngoeson,youcheckthisagainat
theend,whichshouldyieldresultsofincreaseoffollowersandsalesoradecreaseinfollowers
andsales.ThisexamplespecificallyrelatesbacktoSection3goalsbyevaluatinghoweffective
ourGoal#1,#2and#3endedupbeingwiththesethoroughanalyticresults.Inotherwords,if
thepromotionstacticsgotouteffectivelythroughmediaexposure,thensaleswouldincreaseand
ourGoals#1,#2and#3wouldpositivelycorrelatewithhowwewantedtoevaluateour
campaign.Measuringmediaexposureisausefultoolandanecessaryoneinevaluatingthe
effectivenessofacampaignsgoals.
MeasurementofProduction.
Onewayinseeinghowtheproductionofthecampaignis
usedisbylookingathowmanymediaproductionswereused,aswellas,giveideasofstaff
production(KiwanukaTondoPersonalCommunication).Precisely,figuringouthowmany
featurestories,newsreleases,pictures,etc.wereusedbefore,duringandafterthecampaignis
overiscrucialtomeasuringproductionandevaluatingacampaign.Themorenews


50

releases/pictures/featurestoriesbroughttothepublicsattention,themoretheyvisualizeorget
anideaofwhatthestaffisactuallyworkingon.Notonlydotheygetaglimpse,butsodoesthe
staffinevaluatingiftheywereextremelyproductiveoriftheyneedtokickitupanotch.
ForGrouchosDeli,aneffectivewaytomeasureproductionistolookathowmany
pictureswereuploadedtoInstagram.Theseimages,consistingofmouthwateringmenuitems,
canincreaseproductionandsalesbecauseoftheirappeal.Also,newsreleasestellingthepublic
aboutanewmenuitemoraneventtakingplaceinthefuturecanhaveahugeeffectonthe
campaignproduction.Usually,peopleliketotrynewthingsandareenticedbynewmenuitems
orevents,notfocusingonhowmuchitcosts.Havingthatinmind,newbeerscomeoutallofthe
time,especiallyseasonalbeers.Ifanewsreleaseorpicturepromotethesenewbeerseffectively,
itcanincreasesalesandproductively,positivelycorrelatingtoourGoal#4.Also,whensalesare
upbecauseofnewsreleases/pictures/etc,itshowsthattheideasofstaffproductionareworking.
Measuringproductionisapivotalaspectoftheevaluationprocessanddrivesalesupifitisdone
correctlyandeffectively.
Overall,apublicrelationscampaign,whetheritbeforGrouchosDelioranother
organization,reliesonamultitudeofparttoworktogethertoachieveadesiredgoal.Firstit
startswithresearching,thendefininggoalsandobjections,followedbydefiningthedesired
publics,figuringoutwhatmediaoutletstoselect,developingamessage,findingtheright
communicationstrategies,creatingatimetableandbudgetanditfinisheswithevaluatingthe
entireprocess.Whileeachstepisessentialtothecampaign,monitoringthecampaignfrom
beginningtoendisthemostimportant.Duringthecampaign,youwanttomakesureyoustay
withinthebudgetandmakesureeveryoneiscontributingtotheirrole.


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References
DemographicSegmentation.(n.d.).
PublicRelationsBlogger
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Goals.(n.d.).In
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(Volume28,No.2,April/May1988:pg38)
KiwanukaTondo,J.(2013).
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Knowles,P.(2004).Staffsurveys.RetrievedApril3,2015,from
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Objectives.(n.d.).In
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AppendixA


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AppendixB


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AppendixC


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AppendixD


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AppendixE


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AppendixF