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Milkbar
- 1. MILKBAR PR plan Rada Ryzhikova Angelina Khatiwada Natallia Morza
- 2. Executive Summary Milkbar is an unique ability to show how typical breakfast and lunch could be changed in healthier and sweeter way, were to find like-minded visitors for changing our culture in other way more belarussian. By the way, were not the tea or coffee nation, but got used to make so many incredible milk products! Browse around our fantastic range of milk products and bakery and get lost in bars fun-loving culture!
- 3. Situation Analysis sustain domestically produced raw materials develop into the popular bar chain internationally absolutely new culture of having snacks outside
- 4. PR plan objectives Objective 1: To raise awareness of the mission of Milkbar Objective 2: To develop the attractiveness and use of unique products selling in the bar Objective 3: To create more public involvement by organizing communication platforms (SMM, events, etc.) Objective 4: To bring Milkbars mission and knowledge into the communities with intentions of the organization developing new missions and goals
- 5. Primary Target Audience Locals: young generation (age 14- 35), families with children, milk lovers Tourists
- 6. Local PR campaign Actions Invite food editors, so that posts about Milkbar will appear in popular online journals (Citydog, How to live) and social groups in VK, Facebook (Where to go, Minsk etc.) Sponsor charity organization children sports organization local farmers, pastries shops various food contests Organize an annual / semi-annual event - a milk week devoted to National Milk Day ≒Make you own yoghurt/ ice-cream workshops for children, Who will drink more... milk contests for adults. Participate in food festivals (Vulitsa Ezha), gastrofests. Collect customers卒 e-mail addresses and permissions to send out newsletters about products, discounts and events in Milkbar Work with other businesses to combine resources for promotion (bookshops, art galleries, children entertainment centers, etc.).
- 7. Timetable News release pitching before Milkbar opening Active social media accounts (Facebook, VK, Instagram) in the months leading up to the opening to generate curiosity Running PR campaign throughout the year, but with heavy efforts during warmer months (spring and summer) when the demand is higher (increase in number of tourists, summer terrace open, etc.) Events both for children and adults and special offers devoted to various celebrations (New Year卒s Day, Women Day, Midsummer Night, Halloween, etc.) Special offers in social network groups once a week
- 8. Media Use online press releases (website, blogging). Engage Social Media Influencers (Youtube and Instagram bloggers, such as Anna Bond, Vlad Bumaga, famous sportsmen). Collaborate with online portals carte.by, relax.by, gusto.by. Add a full description of Milkbar with photos and constantly scan reviews of the visitors. Add information about Milkbar to Google and Yandex maps.
- 9. International PR campaign Actions Establish contacts with major tourist agencies in Belarus and abroad, offer them to include information about the milkbar in their print and video materials for customers (magazines, leaflets, brochures, guides, commercials, etc.) Create several press releases aimed at foreign audience, send them to major international travel magazines Take part in the international trade shows and exhibitions Leave tip sheets with brief information and health advice for customers at the railway and bus stations and at the airport Create an Instagram account aimed particularly at foreign visitors of Belarus, both current and future
- 10. Media Magazines National Geographic Traveller Travel + Leisure Magazine Budget Travel Afar Media kit in English, which include press release background information business card photographs product information sheets (including bars detailed menu) published articles, customer references or testimonials financial data Tripadvisor!
- 11. THANK YOU FOR ATTENTION