Nice Ice Presentation

Slide 1

Good morning everyone. My name is Ali Hassan Arshad and today I am

presenting to you a PR campaign that will see your company, Nice Ice, an iconic

ice cream brand, refresh its image and compete in the ice cream market.

Slide 2

What do we want to achieve as the Chosen PR agency for Nice Ice?

We want to be up there competing with the big boys, survival is the key and we need to make sure we’re up there selling with the leading ice cream brands.

Raise the profile of the brand in the media- Social media is key; it’s innovative and it’s becoming one of the main components of attracting consumers.

Promote the next “Big Flavour”- People want something new and fresh and by creating a new campaign to promote new flavours we can help achieve this. This allows us to reach out to consumers and get feedback from them.

Create a USP and raise brand identity Refresh the image- Yes Nice Ice is iconic, but it needs to remain in the

spotlight and achieve the objective of refreshing its image Be popular during the Summer- The main time of selling and competing

for ice creams is during the summer. Finally the most important objective is to make money!

Slide 3

Now How Do We Achieve This?

Firstly, we have to take a closer look at what our competitors are doing and

how they are attracting their consumers and what strategies they are using. I

conducted thorough research on competitor and consumer behaviour and this

is what I found.

Competitors

Back in 2013, Cornetto focused on promoting their brand at young teens with

their successful Cupidity campaign. Short love stories were uploaded onto

YouTube and Facebook page and they worked extensively on their social media

branding by promoting the #sharethelove hashtag a referral to sharing the

video to increase its exposure. The first video in the series has over 2m views

as of today. Whilst on social media platforms such as Facebook, they have over

10m likes on their page, in comparison to other ice cream brands such as Ben

and Jerry’s with 7m.

Now I’m not saying let’s start spending our PR budget on creating movies for

YouTube, however what I am saying, is that we need to attract the consumers

that are popular in the ice cream market, which evidently is young adults and

use similar platforms.

Slide 4

The same can be said about Ben and Jerrys, they interact with their consumers

through social media promotion on a regular basis. Their promote the Fan Foto

campaign, where the audience posts photos of themselves having Ben and

Jerrys ice cream. This allows for them to interact with their audience and allow

for them to become part of the campaign as a valuable USP. New flavour

announcement allows consumers to know that a new flavour of ice cream has

been released and an eye catching photo entices people to buy it.

Slide 5

The Plan

So the plan, is to be able to attract and increase sales during popular periods of

ice cream selling such as the summer, we need to become more prominent on

platforms such as social media or regional forms such as magazines. Whether

it’s engaging in a two way communication between seller and buyer, or

uploading an image of a celebrity eating your branded ice cream- it’s simple

and highly effective. People will therefore see it, the exposure will be greater

and people will therefore want to buy the ice cream.

There’s no point in creating a campaign and then not having a platform to

inform and spread the message on, that’s why if we want to attract both a

national and regional media system- being able to work effectively on social

media and in magazines is essential.

Slide 6

The Create a Flavour Campaign- The quirky idea

As we’ve spoke about how important social media is, it’s essential we look at a

campaign we can help to promote, attract and engage users. To engage with

the consumer the campaign should revolve around their ideas, their creativity

and should essentially be thought provoking. Therefore they can get involved

and we can interact with consumers more regular and in a positive manner.

That’s exactly what “The Create a Flavour Campaign” will bring.

The campaign, allows consumers to create a flavour of an ice cream that they

think Nice Ice Cream should make and sell to their consumers. To help push

the initiative and actually get people to participate in the campaign, a

competition will be set, whereby the top 3 flavours will be chosen. The people

who created the flavour will then win prizes and rewards judged by how they

ranked in the competition.

Slide 7

This will be the valuable USP, many of our competitors are tentative to

promote a ‘Create a flavour campaign’ due to the tried and tested approach of

their previously successful brands. But this idea is the definition of quirky, it’s

unexpected, people now have the chance to create their own flavours and see

it in the national and regional supermarkets. Plus it allows the consumer or the

participant to be imaginative, create a flavour out of nothing and turn their

kitchen into a science lab where quirky ideas and flavours can be created.

Slide 8

The Implementation

We've spoke about the plan and the platforms in which we will get this

message across, but we must combine the two together to create the essential

plan of implementation.

The idea is to remain specific to the core of Nice Ice's target market, young

adults and teens, but the ideas of implementing can be broad for example, for

online via Facebook and Twitter, we can post content of how consumers can

enter the competition and focus heavily on promoting the prizes that are on

offer- vouchers, free Ice Cream for a year etc. Images on Twitter and Facebook

are both appealing and effective, an image of a new flavour created by a

consumer allows for others to react and get involved.

Another online piece that's effective is YouTube, a video competition, asking

consumers to "show us how to make it", or show consumers how to get

involved, every view or like shows the exposure it’s getting and shows how

effective the campaign is to view for the consumer.

More for a regional basis, we could look at turning Nice Ice into a human, our

lovely Ms Nice Ice, could visit regional supermarkets to promote the campaign

by asking shoppers to create a flavour using the ingredients in the

supermarket. Every visit could become some sort of a promotional tour; every

visit to a regional supermarket will be followed by the press or food bloggers of

the area who will be taken along in the tour. Press coverage whether it’s

through ice cream magazines such as, “The National Dipper”, or articles in the

local paper, can become a major factor in promoting the campaign, as it gains

exposure for those people who don’t go online. Therefore we are catering and

promoting for both an online and regional audience.

Slide 9

Evaluation

To evaluate the progress of the campaign, it’s very important that we in take

regular meetings with the in-house marketing team to analyse the methods of

the campaign and whether they are being implemented to its full potential.

Meetings will take place a month before the campaign would start, allowing us

time to come to make adjustments to the campaign if needed. The meeting

will also allow us to come to the conclusion surrounding the budget that needs

to be funded for the campaign, the social media campaign may not be as costly

as the Mrs Nice Ice tour. We’ve estimated that the campaign may cost

between the regions of £25,000 and £30,000 due to the heavy use of Ms Nice

Ice touring the UK for our regional promotion and the need to promote the

competition and prizes.

Meetings will then be taken place in all three months of the campaign; this will

allow us to evaluate the current position and how well the campaign is doing

and judging its progress we can come to conclusions about its success. This

meeting will also allow for future planning especially leading up to summer

time, and whether the campaigns effectiveness can help achieve the target of

being popular during summer.

Finally, a meeting after the campaign will take place which evaluates the

campaign in general, debating whether the campaign has successfully

refreshed the image of Nice Ice through- press coverage of Ms Nice Ice, the

amount of participants in the “Create a Flavour Campaign” and whether there

has been a clear up scale in consumers buying Nice Ice creams.

Slide 10

So thank you for watching my presentation and I hope you found the campaign

both enjoyable and successful in the future.