1

2
SECTION1:BACKGROUND
SunandSkisuntanoilascreatedbyCharlesRolley.ItwassoldtoBotanyIndustries
1955andbythesixties,thecompanyhadexploded.During1961revenuewasat12milliona
year.DuringthelatesixtiesitwasboughtbySmithKlinePharmaceuticalsandownedby
CarterWallaceuntil1988,whenFabergepurchasedit.FauldingConsumerboughtSunandSki
in2000,hopingtomergeitwithBananaBoat.During2002,theytriedreintroductionbutitwasa
fail.ThefinalcompanytobuyandownSunandSkiwasRadiantTechnologies,Inc.of
PathfinderManagement,Inc.ThecompanyexistedinFortLauderdale,Floridabutit
disappeared.
Goalsoforganization
SunandSkiaimedtoprovidethebestsmellingskinproductsmadewiththebest
ingredientstopeopleofallageswithallhobbies.
Mission
TheSea&Skiteamiscommittedtoprovidingyouwiththehighestqualityandmost
innovativesuncareproducts.Wewanttokeepyouandyourfamily'sskinhealthynowandfor
yearstocomewithhighSPFprotection,antioxidants,vitamins,andnaturalmoisturizers.
SWOTAnalysis
Strengths.SunandSkiabundantstrengthsandopportunities.Theirstrengthsarethat
theyareatrustedbrandwithaqualityproductthatisindemandeventwentyyearsafteritwas
soldregularly.SunandSkicoveredsensitiveskinwithunscentedproducts,differentdesiresof
theirconsumerswiththeirstrongandweakSPFsuntanoils,andtheyfeaturedaproductmade
withvitaminsandanunforgettablesmell.

3
Weaknesses.SunandSkistruggleswithhavinganownerthatknowshowtodistribute
andmakesales.Theagegroupthatremembersandappreciatestheirproductisreachinganage
wheretheyarelessactive.Theydontneedthisproductanymore.
Opportunities.Theiropportunitiesarespecificandmeaningful.Ifreachthisdying
marketsoon,theycouldmakecountlesssalesandgainanentirelynewfollowing.Ifthe
campaignincludedsomefamilybasedattemptstoreachpublicsthegrandparentswouldhappily
buythisproductfortheirchildsyoungfamily.Thereisalsotheopportunitytoreachconsumers
whoappreciateretroproducts.Theycouldbereachedwithadvertisementsthatfeaturethe
brandsvaluewhenitwaspopularinthepast.SunandSkicouldalsobecomeknownagainwith
therightadvertisingdirectlytoactivepeople,youngfamiliesandteenagers.Thereisgreat
potentialwhichstillexistsafteritsprecedentinthe1960s.
Threats.Threatsarepreexistingsuntanlotionandoilcompaniesthathaveloyal
customers.ForexampleBananaBoat,HawaiianTropic,Coppertone,Lancome,ReefandNivea.

ProblemsFacingOrganization
Themainproblemsfacingthisbusinessarethattheownersarenotconsistent.The
constantsellingbutnotadvertisingledtoadeepcycleofattemptingtomakemoneywithout
sellingaproduct.SunandSkisproductshouldhavebeenthefocusofeachsaleandpurchase.
Moreofaneffortshouldhavebeenmadetowardssellingandcreatingamarketofconsumers
whoweredemandingtheproduct.

4
SECTION2:RESEARCH
Formativeresearchcanbeusedtohelpgatherinformationaboutandorganizationandits
publics.Thisresearchinvolvestheuseofavarietyofdifferentresearchmethodsbothqualitative
andquantitative.Thepurposeofformativeresearchistodefinetheattributesofacommunityor
thetargetaudienceofanorganizationanditspublics.Itistheprocessbywhichresearchers
defineandassessthecharacteristicsofthecommunityortargetaudiencesastheyrelatetothe
clientandtheirinterests.Thisinformationwillhelptheresearcherstoformandimplementa
successfulplanorcampaign.InthisproposalweusedformativeresearchtomakeourPR
campaignbothculturallyandgeographicallyappropriatefortheaudiencewearetargeting.

Thefirststepintheresearchprocesswastogettoknowtheorganizationanditshistory.

Thisresearchwascompletedviaonlinesearches.Wethenhadtoassesstheproblemsthatthe
clientwasfacingwithintheorganizationandwithintheconsumers.
Methods
Theresearchthatweconductedforthiscampaignisimportantbecauseitallowedusto
getabetterunderstandingofourclientandhowtheyareperceivedbythepublic.Italsoprovided
ourcampaignwithcredibility,andithelpedusidentifytheproblemsthatourorganizationis
facing.Forourcampaignresearch,weconductedanindepthinterview,asurvey,andwe
gatheredsecondaryresearchregardingourclient.
SecondaryResearch.ForoursecondaryresearchwegatheredinformationaboutSun
andSki.Welookedintotheirexistingstateaswellasbackgroundinformationaboutthe
companyandhowtheygotstarted.Forthisinformationwelookedontheinternetandfound
mostofthecontent.

5
Results
SecondaryResearch.WegatheredinformationaboutSunandSkibylookingonthe
internetformostoftheinformation.Welearnedabouttheirexistingstateaswellasbackground
informationaboutthecompanyandhowtheygotstarted.Thishelpedusunderstandtheir
missionandtrueintentionwiththebusiness.Thisknowledgeledtothecorrectpathofexpanding
SunandSkisreputation.

6
SECTION3:GOALSANDOBJECTIVES

Inthissection,weidentifyavarietyofspecificgoalsthatourpublicrelationscampaign
willtarget.Agoalissomethingthatyouaretryingtodoorachieve(MerriamWebster,Goal
[Def.1],2013).Anobjectiveisinvolvingorderivingfromsenseperceptionorexperiencewith
actualobjects,conditions,orphenomena(MerriamWebster,Objectives[Def.1],2013).All
goalsandobjectivesareimportantbecausetheywillbecenteredonincreasingsalesandbrand
awareness.AccordingtoKiwanukaTondo,ifthegoalsofthecampaignareveryspecificand
clear,themessagesthatareproducedtoachievethesegoalsarelikelytobeofbetterspecificity
(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

7
drivingstudentsdecisionmaking,themorewewillbeabletomoreeffectivelyplanandexecute
ouradvertising.OursecondobjectiveistoincreaseawarenessofGrouchoscateringabilities
amongbusinessesintheRaleighDurhamarea.
Goal2
ThesecondgoalofourcampaignistoincreasethenumberofNCStatestudentpatrons
bytenpercentduringthetypicalbusinessweek.Currently,Grouchosmanagersestimatethat
approximately35%50%ofitscustomersduringtheweekarestudents.
Objective1.Ourobjectivetoincreasestudentpatronsattherestaurantbycreatingmore
brandawarenessthatiscenteredonGrouchosDelishighqualityfoodandcustomerservice.As
weincreasestudentsawarenessofGrouchosdeli,wewillalsohelpstudentslearnmoreabout
discountsandcouponsthatcouldpotentiallybeofferedtostudents.
Goal3
Thethirdgoalofthiscampaignisittoincreasesalesduringthesummerseasonby15%.
Duringthesummer,NCStateUniversityhasanofficialbreakfromMaytoAugust,during
whichmanystudentsgohome.Thisdramaticallyaffectstheamountofbusinessformany
restaurantsonHillsboroughStreet,includingGrouchosDeli.Duringthesummerorotherschool
holidays,suchaswinterbreak,thesalesatGrouchosDelidecreasebyabout30%.
Objective1.OurobjectiveistoincreasesawarenessaboutGrouchosdelibytargeting
Raleighlocalsduringthesummermonths.Alargenumberofindividualswhoarenotstudents
liveintheUniversityareaandwewillpromoteGrouchosdelitonearbylocalswhootherwise
mightavoidHillsboroughStreetduringtheacademicschoolyear.WewillpromoteGrouchos
Delibyhangingflyersatotherlocationsthattheirpublicsfrequent.

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

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.AccordingtoStrategicPublicRelations,
(Wirthlin.2013)demographicsisdefinedasthedivisionofconsumersintogroupsbasedon
selecteddemographics.Thisisdonesothatdifferentgroupscanbeapproached,targeted,and
advertisedtodifferent(2015).Psychographicsaredefinedasmarketresearchorstatistics
classifyingpopulationgroupsaccordingtopsychologicalvariablessuchasattitudes,values,or
fears(MerriamWebster,Psychographics[Def.1],2013).AccordingtoJournalofAdvertising
Research,technographicsegmentationisamarketresearchanalysistoolusedtoidentifyand
profilethecharacteristicsandbehaviorsofconsumersthroughtheprocessofmarket
segmentation(Reene,1988).
Thebulkoftheirloyalcustomersinthispublicareresidentsofneighborhoodsintheside
streetsconnectedtoHillsboroughStreet.Grouchoshasanadvantageofbeinginsuchclose
proximitytotheseresidents,whocansimplywalktothedelifromtheirhomeduringlunchand
dinnerhours.NCStateresidencehallsthroughoutcampus,includingUniversityTowers,

10
ValentineCommons,andNorthHall,areeachinrelativelyclosewalkingdistancefrom
Grouchos,givingyoungstudentstheopportunitytoeatthere.Hillsboroughisalsoconstructing
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

11
placedonthreeofthefourwallsintheinterioroftherestaurant,eachtableisabletoviewany
gamefromtheangletheyaresitting.Byofferingthisviewingexperience,Sportsfanswilloften
choosetoeatatGrouchoswhentheywanttogoouttoeatdinnerbutdontwanttomissa
secondofthegametheyarewatching.
RaleighBusinesses
RaleighandtheResearchTriangleParkarehometonumerousbusinessesinNorth
Carolina.Asamaincenterforbusinessesandcorporations,therearevariouscatering
opportunitiesamongthesebusinessesthatoftencaterlunches,businessesmeetingsandother
events.
RaleighLocals
HillsboroughStreetisahighlypopulatedarea,andtherearemanylocalswhoarenot
UniversityStudents.Manylocalsavoidrestaurantsthatarecrowdedwithstudentsduringthe
schoolyear.However,duringthesummerandwinterbreaks,Raleighlocalswillbecomea
primarytargetpublicforourcampaign.

12
SECTION5:MEDIASELECTION
WedecidedtousetheTechnicianStudentNewspaper,Flyers,RadioStations,Social
MediaandCampusCouponBooks.Thissectionincludesadescriptionoftheadvantagesand
disadvantagesofeachmedium.
NCSUStudentNewspaperTechnician
PlacingadsintheTechnicianwouldbeahugebenefittoGroucho'sDeli.Oneadvantage
inplacingadsinthestudentnewspaperisthatitdirectlyreachesthestudentpopulationatNC
State.Inadditiontothatadvantage,aboutto1,000studentsreadthepublicationeachday
becauseoftheavailabilityofseveralfreecopiesthroughoutcampusinmanydifferentnewspaper
stands.ThedisadvantageoftheTechnicianisthatthereare34,000NCSUstudentswhodonot
readthepaper.TheadvertisementthatGrouchospublishesintheTechnicianisintheirprivate
possession.(SeeAppendixA).
Flyers
Aneffectivestrategythatcanbetakenadvantageof,asGrouchosisinsuchclose
proximitywithcampus,ispersontopersoninteractionsandhandoutsonboththebusinessand
campussidewalksofHillsboroughStreet.Oneadvantagetohandingoutflyerissimplythat
workers/volunteerscanpointtothedelitheyarepromoting.Thiscandirectlyinfluencestudents
andHillsboroughpedestrianstostopbyGrouchosamidsttheirdailyroutine,whetheritbe
takingalunchbreakafterclassorcasuallyexploringHillsborough.Onedisadvantageofflyers
andinteractionsarethatsomepeoplewillnotbeinterestedintalkingaboutanythingbusiness
relatedwhiletheyspeedwalktotheirdestination.Werecognizethatrelyingsolelyonthese

13
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
intheRaleigharea.Reachingouttolocalapartmentcomplexesandencouragingthemtoinclude

14
aGrouchosmenuand/orcouponsintheirwelcomebagswouldalsoincreaseawarenessof
Grouchos.Oneadvantagethecouponbooksprovideisthatitsagreatwaytoencouragepeople
tovisittherestaurantbecausetheycangetthefoodatadiscountedpricewiththecouponinthe
book.Onedisadvantageisthatsometimesitcanbeineffectivebecausenoteverystudentis
interestedinreceivingacouponbook.Also,forthosewhodoacceptabook,sometimesthey
arentusedandonlythrownaway.(SeeAppendixF).

15
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

16
atmosphere.Wearetryingtocreatethismessagetoappealmosttoouryouthfulandlaidback
audience.Analyzingtheaudienceisournextstepincreatingourmessage.
Sincethebulkofourpublicsarecomposedofstudents,wemusttargetthatsectorwith
themostefficiencyandeffectiveness.Thismeansthatwemustdeliverourmessagesduring
schoolsmonths,andalsoduringtimeswhenstudentsarehungry,thatbeingintheearly
afternoonandbeforeusualdinnertimes.Grouchoshastheadvantageofbeinglocatedin
extremecloseproximitytoNCState,withclasses,andresidentsinwalkingdistancetothe
restaurant.Ourgoalwithstudentsistobecomeachoicecandidateinwhatstudentsdecidetoeat
whenconsideringrestaurantsonHillsboroughStreet.Wearealsotryingtoappealtorecent
graduatesandyoungprofessionals.Wewanttoprovidethispublicwithaplacetheycanenjoy
onalunchbreakoratthedinnerhoursfollowingabusydayofwork.
Aftercarefulobservationandanalysisofouraudience,wehavedeterminedseveral
meanstoreachthemwithourmessage.Thefirstmessagewillbeconveyedthroughan
advertisementinTechnician,NCStatesstudentnewspaper.Inthead,whichwillbeplacedon
thebottomfrontpage,wewilloffera10%discountattherestaurant.Astotheadsdesign,it
willcontainapictureoftheSTPDipper,Grouchosmostpopularitem.Wewillalsousethe
Fast,FreshandOriginalslogantofurtherpersuadeNCSUstudentstoatleasttrytherestaurant
out,beingthatstudentswanttoexploreeachpopularHillsboroughrestaurantatleastonce.After
theirfirstvisit,theywilldiscovertheothermessagestherestaurantistryingtoconveythough
Grouchosatmosphereanddesign.Wewillgofurtherintotargetingstudentsthroughstudent
mediabyairingthefollowingradioadonthestudentradiostation.

17

ThefollowingistheradioadvertisementwillbereadbyWKNC:

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

18
Snapchat,Grouchosiscapableofinformingthepublicofanyinformationabouttherestaurant,
events,deals,andpromotionsthatcanbespreadthrougheachsocialplatformforfree.An
examplesocialmediapostcouldbesomethinglikeGraduates!Enjoyafreesandwichanddrink
whilecelebratingyouracademicachievementwithfamilyandfriends.Receiveafreesandwich,
drink,and/orbeerifyouwearyourcapandgownatGrouchoshappeningalldayonMay9.By
sharinginformationandnewswithpostssuchasthese,theRaleighareacanbecomemore
informedandwillingtovisittherestaurant.
Anexampleofwhatwewillnotbeusingiscommercialadvertising.Thisformofmedia
selectionistooexpensive,andwedonothaveenoughmoneyonourbudgettoconductthis.It
willbesimpler,cheaper,andaseffectivetoreachourpublicsthroughthestrategieswehave
selected.
Inconclusion,webelievethatbyconveyingthemessageofdeliciousfood,afriendly
atmosphere,andamoderntone,thatwewillbeabletocaptureouraudiencesattentionand
persuadethemtovisittherestaurant.Themeansbywhichwewillreachouraudienceare
efficient,farreaching,andcosteffective.

19
SECTION7:COMMUNICATIONSTRATEGIES
Theoryisimportantinpublicrelationsbecauseithelpsguidethetechnicianscampaign.
Theorypredictsphenomenonandexplainshowpeopleprocessinformation.Wewilluseseveral
persuasiontheories,strategiesandtechniquestochangeourpublicsopinionaboutSunandSki.
Thesetheorieswillbeusedtocraftandconveyamessagesothatitmakesadifferenceandcalls
peopletoaction.
Systemstheoryisdevelopedfromgeneralsystemstheory(Bertallanfy,1968).Itstates
thatorganizationsaremadeupofinterdependentpartsorsubsystemsthataffecteachother.This
appliestoSunandSkiscampaignbecauseweareusingchannels,content,audience,and
consistency.Theyallcollaboratetoworkasefficientlyaspossible.Openorganizationsinteract
withtheirenvironmentbyusingthefeedbackbetweensubsystemsandtheirenvironment(Katz
&Kahn,1978).SunandSkiisanopenorganizationbecausetheytrytomeetthepublicsneeds
whethertheyarelocal,students,faculty,orotherbusinesses.
Twostepflowtheory,nowknownasmediatheory,tellsusthattheflowofopinionabout
informationflowsfrommassmediatoopinionleadersandfromthemtotherestofthe
population(Lazarsfeld,Belson,&Gaudet,1948).Opinionleadersarethosewhoare
knowledgeableandarticulateaboutissues.Wewillusethetwostepflowtheorytoreach
customerssbyreachingouttoourstudentbodypresidentandNCStatestudentorganization
leaders.ThiscorrelateswithGoalTwowhichistoincreasethenumberofNCStatestudent
patronsby10%duringthetypicalbusinessweek.Wewillprovidethemwithinformationabout
offersatGrouchosinhopesthattheopinionleaderswillbesharedwiththestudentbody.This
strategyalignswithObjectiveOnetoGoalTwo,whichistocreatebrandawarenessthatis

20
centeredonGrouchosDeli.Inattemptofreachingouttooursportsfans,wewillgetalocal,
wellknownathletetobetheiropinionleaderandpromoteGrouchosbyexpressingtheirfavor
publically.NCStateathletesorHurricaneplayersareexamplesofgroupsthatcouldbeused.
TospreadthewordtoRaleighbusinessesaboutourcatering,wecansendinformationor
acoupontolocalCEOs.ThisstrategymatchesGoal1whichistoincreasemonthlycatering
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

21
ObjectiveTwo,toincreaseawarenessofGrouchoscateringabilitiesamongcampusclubsand
organizations,aswellasbusinessesintheRaleighDurhamarea.
AnothertheorythatexplainstheroleofmassmediainflowofpublicopinionisFraming
Theory.Itfocusesonthefactthatmediaandjournalistscanstresscertainattributesofanissue,
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.GoalThreeistoincreasesalesduringthesummerseasonby15%.Byutilizingthese
channels,wewillbeworkingonObjectiveOne,whichistoincreasesawarenessabout
GrouchosdelibytargetingRaleighlocalsduringthesummermonths.
Therearealsopsychologicaltheoriesthatcanbeappliedtoourcampaign.Thefirstisthe
InformationProcessingModelwhichisfurtherexplainedbyMcGuireinhissixcrucialstages.
Theyexplainthatpeopleprocessinformationinaseriesofsteps,listedas:exposure,attention,

22
comprehension,yielding,retention,andattitudechange(McGuire,1983).Exposureissignificant
becausepeopleneedtobeexposedtothemessageinorderforthemtoreceiveit.Attentionis
criticalbecausethemessageneedstocreateattentionforthelistenertowanttoreceiveit.
Comprehensioniscrucialbecauseifpeopledontunderstandthecampaignthenitwillsurely
fail.Yieldingisnecessarybecausepeopleneedtoseethenewpointofviewandagreewithwhat
thecampaignistryingtosay.Evenmoreessentialisretentionsothatpeoplecanrecallthe
campaignsmessage.Attitudechangeisthemaingoalandonlyhappenswhentheotherfive
stepsaresuccessful.WecanusethistheorytocompleteGoalFour,toincreasebeersalesby
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.

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DiffusionofInnovationstheoryexplainshowpeopleadoptnewideasovertime(Rogers,
1983).Thecategoriesconsistofearlyadopters,lateadoptersandlaggards.Thespeedtowhich
theyadoptanideaisdependentontheimpactofopinionleadersandsocialnetworkshavewith
theircampaign.Therearefivecharacteristicsofinnovations:relativeadvantage,compatibility,
complexity,triability,andobservability.Relativeadvantagereferstotheadvantagethatthe
Grouchoshasovertheircompetitors.Theiradvantagesarethattheirmeatishighquality,they
havefastservice,andtheircustomerserviceisexcellent.Compatibilityisinvolvedwiththe
valuesoftheexistingculturewearetryingtointroduceGrouchosto.Complexityencompasses
howhardthemessagewillbetoreceive.Weareusingavarietyofmediasothatwecanreach
publicsofallagesandabilities.Triabilityrelatestotheneedthatourcampaignhasforpeopleto
beabletotryandunderstandcorrectusage.WewillprovideGrouchoslocationtomakeiteasy
forourpublicstonavigatetothedeli.Observabilityembracesthetheorythatpersuasioncanbe
usedtochangeopinion.ObservabilitywillbeusedwhenGrouchoscaterstoNCStatesstudent
organizationsandthemembersseethattheirmealsaredeliciousandtheirfriendsagree.
ObjectiveTwoofGoalOne,toincreaseawarenessofGrouchoscateringabilitiesamong
campusclubsandorganizations,aswellasbusinessesintheRaleighDurhamareaisrelatedto
thisapproach.Thisisawaytopersuadelargegroupsinapersonalapproach.

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