Reach

Reach

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MEET REACH PR:

Ashley Rich, CEO

Carrie Abramson, VP Janee Spence,Account Coordinator

Brittney Lindsay, Account Executive

Strategic Position

In today’s society, messages conveyed using mass media and social media can be easily overlooked by audiences. Reach PR creates obtrusive, thought-provoking and creative campaigns based on research to avoid being lost among other messages. Research-based messages provide our clients with accurate information when selecting and targeting their target publics. Our firm works with non-profit organizations to promote advocacy concerning important issues facing the public and enhance people’s lives.

Situation Analysis

The Physicians Committee for Responsible Medicine (PCRM) released a television advertisement in the Washington D.C. area featuring a cadaver clutching a hamburger with the appearance of McDonald’s widely recognized golden arches. Accompanied by the images was a play upon McDonald’s slogan stating, “I was lovin’ it”. The nation’s capital’s high obesity and number of fast-food restaurants made it the perfect target audience for the advertisement. Although catching the attention of many, the advertisement has caused McDonald’s to fire back in regards to the scare tactic used to convey the message. The PCRM has the opportunity to continue to challenge American citizens’ active role in their own cardiovascular disease as well as high cholesterol, high blood pressure, and heart attacks.

Consequences

Research

In the U.S., fifty million people are dependent on fast food and over 110 billion dollars are spent by Americans alone fore different types of fast food.

According to Schlossers, parents feel guilty about spending less time with their kids so they spend more money on them through things like fast food.

The Center for Disease Control and Prevention states that over nine million children, between the ages of 6 and 19 are either overweight or obese.

A study showed that 46 percent of commuting adults go to McDonald’s on their way to work while 19 percent eat at Dunkin’ Donuts or Starbucks

Research

According to a study, on average, 40.4 percent of college students ate at a fast food restaurant three to four times a week.

College students spend anywhere from $484 to $640 on fast food each academic year.

About 60 million American adults are classified as being obese with another 127 million being overweight.

Goal

The PCRM’s goal is to decrease health problems associated with fast-food consumption in Americans within 12 months by presenting the public with facts and information.

Objectives

Raise awareness of individuals’ own role in their cardiovascular disease as well as high cholesterol, high blood pressure, obesity, and heart attacks

Plan and implement a 12-month mass media campaign using advertisements similar to the “I was lovin’ it” commercials to demonstrate fast-food’s affect on the human body through shocking and fear-enticing messages.

Objectives

Obtain $500,000 from donations in our Fresh Tour campaign.

Create a six month nation-wide social marketing campaign to engage all American citizens through direct interaction focusing on delivering relevant information and facts.

Target Audience: Parents

Parents

Parents are perceived as role models for their children. When they participate in unhealthy eating habits, children are more likely to develop the same behavior from a young age. Additionally, parents often seek fast-food in order to satisfy picky children and receive gratitude. This key public can be reached by providing information on the high rates of childhood obesity and the disturbing nutritional value of fast-food meals. Parents that are well-informed of the risks from feeding their children fast-food will seek alternative methods to satisfy their children’s hunger.

Target Audience: Working Class

Working Class

Working class American diets are enticed meals that are fast, cheap and convenient. They desire food that can prepared fast because of heavy working schedules and lack of energy to prepare meals after a long day’s work. Low wages or salaries are also a factor when the working class considers fast-food because it costs less than buying separate items to prepare a meal from the grocery store. Highly populated areas have a large quantity of fast-food restaurants which makes them a convenient choice when considering meal options.

Target Audience: Students

Students

Busy high-school and college students represent a key public for this campaign because they usually prefer a quick meal as opposed to cooking one. Next, the amount of fast food restaurants located on college campuses throughout the nation is significant. Also, students are influenced by their peers and feel compelled to follow suit when they’re friends eat fast food for meals.

Target Audience: Individuals at Risk

Individuals who are have a high risk of developing heart-related conditions

People prone to developing heart-related conditions and also consume fast food are key publics. Eating fast food has been a habit for decades and it is difficult to discontinue behavior that has been developed throughout a lifetime. By advocating the risks of eating fast food on an individual’s health using scare tactics as a preventative measure. Health officials, physicians, family members and other individuals with similar high risks of heart problems serve as the primary influential's on this public.

Strategy and Tactics: Parents

Supply print and television advertisements providing information on the high rates of childhood obesity and the disturbing nutritional value of fast food meals to Medical Professionals, Medical Facilities, Schools, and Teachers will specifically reach parents.

Strategy and Tactics: Social Marketing Campaign

The FRESH Tour involving health officials, physicians, and influential public figures, traveling to the nation’s major cities will be employed to reach all key publics.

To obtain $500,000 in donations from attendees at the FRESH Tour

Strategy and Tactics: Working Class

America’s working class will be reached using outdoor advertising that can be seen traveling to and from work, the Internet and mass media advertisements.

Strategy and Tactics: Individuals at Risk

Mass media advertisements and print advertisements giving facts and information on the affects fast food consumption has on their individual health will be employed to reach Americans with a high risk of developing heart conditions.

Strategy and Tactics: Students

Provide information on the health risks and consequences of an unhealthy diet in a college environment through print media, television, and social media. Also, create awareness of prevention methods to these risks and consequences through the same media channels.

Evaluation