Kudler's

Introduction

After various negative issues were uncovered through recent media events, Kudler Foods has asked Extreme Relations to developed carry out an aggressive public relations plan to keep them on the "food-market map". The allegations were potentially defaming and included; tampering with proprietary labeling, tampering with expiration/freshness dates, withholding pay for mandatory staff meeting, and management advocating racially discriminatory practices related to customer service. Research identified that all the allegations were true with the exception of management advocating racially discriminatory practices. Management has some blame by allowing this type of behavior to continue among the staff without any apparent accountability. The publics have been identified and an analysis on how an aggressive public relations campaign will affect marketing has been completed.

Based on these results, Kudler Foods is prepared to move forward with Extreme Relations strategic plan. The plan will include identifying the campaign objectives and evaluate anticipated success rates, re-evaluate publics and determine an order in which to connect with each public, create a press release and an audience, develop a tactical plan, and finally evaluate the business implications of the campaign.

Campaign Objectives/Tactical Plan

Extreme Relations role is to assist Kudler Foods with identifying and correcting poor practices that have damaged their image in the market place. Half the battle has been won, through thorough and complete research; Kudler Foods knows what poor practices truly exist.

Press Conference

A press conference will be the first on the agenda. Kudlers Fine Foods wants to prepare a press release and open communications with the public, promoting credibility. The press release will highlight Kudler's concern and commitment to the community and the customers it serves. A press conference will promote open communication between Kudlers, the consumer, and the Media. It is important to build these relationships while communicating to encourage trust.

Internet

Post the press release on the internet for all stakeholders to view. This will also help build credibility by posting comments for all to read or print at their leisure. This avenue will also be used for updates on internal investigations to inform the publics that this issue is being taken seriously and will be continually monitored.

Open House

Kudler's intends to close the stores for a day in order for the employees to search through all products and ensure the proper delivery of fresh, original, gourmet ingredients.

The campaign will include additional education and training; enhancing communication among the ranks, employee rewards and recognition; spotlighting star performers and providing an example of what a Kudler employee is, and finally pay for performance; initiating a new performance development program to advocate Kudlers mission, vision, and standards for success.

Extreme Relations feels very confident that the employee relations campaign will be successful because the employees are going to be given the tools needed for change as well as the incentive. A "grand-reopening" open house will be in conjunction with the direct mail fliers making it a community event, promoting further communication via sweepstakes and promotions.

Direct Mail

The direct mailers will have a copy of the press release, and a "grand-reopening" promotion to the local communities that shop all the locations of Kudlers. This will be an insert that will be delivered with the local newspapers.

Community Event

Extreme Relations will kick off a media relation's campaign; where Kudler Foods will tell about all that is new within Kudler Foods through print and televised advertisement. The campaign will show employees working with customers of all races, showing them the best Kudler Foods has to offer. This campaign has a highly calculated success rate because this type of advertisement does not just tell out the new and improved Kudler Foods; it shows the new and improved Kudler Foods.

Promotions- sweepstakes

The final objective will be to develop a new product campaign. It will include an array of fresher local products; demonstrating Kudlers commitment to offer the best quality food product for Kudler Customers. To demonstrate this Kudler Foods will have more employee presence in the isles to assist customers in finding their favorite products and tell them of new product now offered within the store. A customer feedback card will be given out with every purchase to assist with continuous measurement of Kudlers success meeting the customer's needs. A monthly grocery give-away drawing will provide incentive for the customer to return the evaluation cards. It is one thing to meet the customer's needs it is quite another thing to continue this practice over and over.

Kudlers' Publics

Our objectives stated above would undoubtedly "miss the mark" if we are unable to define who it is they're targeted for and in what order. Research suggests that an organization's Primary Publics are most often the best place to start. These include, but are not limited to; customers, employees, suppliers and management.

Of significant importance, are Kudlers' day-to-day and repeat customers as they are the group that's launching the boycott and without them Kudlers will cease to exist!

The second most important group are managers and employees who will need to "buy-in" to the changes proposed as well as adapt to them. We fully expect some morale issues as some management may be let go due to conflicts of interest with suppliers.

Lastly, our present suppliers must brace for change as well. As we expect to terminate contracts with some as well as open new arrangements with others.

Others to Consider

A Secondary Public we may have to contend with will be regulatory agencies such as the FDB (Food & Drug Branch), as they were initially called on to investigate the problems. While Kudlers may face some fines as a result, we feel that the changes implemented will dissuade them from taking further action.

Though considered a tertiary, the last group is nearly as important as Kudlers' customers, which is the media. As previously stated, this group was influential in highlighting Kudlers'