Tyson Foods Pr Article Summary

TYSON FOODS POWERS THE FIGHT AGAINST HUNGER

Mitchell Communications Group, Inc. (MCG), 2007

Summary

Working with the public relations firm, Mitchell Communications Group, Inc., Tyson Foods "wanted to develop a more strategic overall approach to hunger relief that would engage stakeholders on a more meaningful level including: Tyson team members; community leaders and elected officials; retail and food service customers; and a larger number of organizations and individuals involved in a hunger relief nationwide." Together, they created three primary goals focusing on approach, communication, and involvement towards hunger relief. Tyson Foods and Mitchell Communications Group used primary and secondary research techniques to identify nonprofit hunger relief organizations in America, competitors' approaches to hunger relief, as well as issues related to key stakeholders in the company. They used their findings to fashion a plan focusing on four areas: strategies, target audiences, objectives, and budget. Execution of the plans, which included new partnerships with four hunger relief organizations (America's Second Harvest, Share Our Strength, Lift Up America, and Feed the Children), resulted in Tyson Foods donating 7.5 million pounds of protein and staged 68 major food donation events from fall 2005 to the end of 2006. MCG came up with an evaluation by surveying food bank directors, tracking and analyzing media coverage and exposure, assessing team member involvement, and by comparing actual results with initial goals. This campaign was found to be highly effective in retrieving positive results in each of these areas.

Tyson Foods Company Profile

Headquartered in Springdale, Arkansas, Tyson Foods is the world's largest processor and marketer of meats (chicken, beef, and pork) and is the second-largest food company in the Fortune 500 and the S&P 500. Tyson provides products and services throughout the United States and in 80 countries.

Community Relations Status (2000-2005)

Tyson Foods has donated approximately 3 million dollars and 25 million pounds of protein to hunger relief through a major partnership with Share Our Strength. Challenges the company was facing included ongoing debates with animal welfare and environmental issues, as well as concerns about avian influenza.

Company Aspirations/Goals

Tyson Foods "wanted to develop a more strategic overall approach to hunger relief that would engage stakeholders on a more meaningful level including: Tyson team members; community leaders and elected officials; retail and food service customers; and a larger number of organizations and individuals involved in a hunger relief nationwide." Together, with Mitchell Communications Group (MCG) came up with three goals: (1) Determine a more strategic approach to hunger relief with more meaningful results. (2) To communicate, with greater opportunity, to external and internal stakeholders. (3) Increase Tyson Food's involvement in a significant, more meaningful way to engage these groups.

Research

Tyson Foods and Mitchell Communications Group used primary and secondary research techniques to identify nonprofit hunger relief organizations in America, competitors' approaches to hunger relief, as well as issues related to key stakeholders in the company. The research was divided into four parts: archival, competitive, qualitative, and quantitative.

* Archival research identified an increasing rate of hunger in the United States. MCG's research indicated that 38 million people were "food insecure" and almost 14 million of those were children. They retrieved this information from an annual study reported by the U.S. Department of Agriculture in October of 2005. More than 42% of people who use services from America's Second Harvest Network reported in 2005 of having to make a choice of whether to pay utilities or buy food. Further research by MCG revealed hunger as a sincere and enduring issue American's cared about.

* Competitive research showed a widespread support for fighting hunger in America, but MCG found no major players that stood out in the donation of proteins to hunger organizations.

* Qualitative research was done both in-person and through phone interviews. MCG contacted nonprofits, food banks, and agencies throughout the country. There was a definite need for protein products, whereas they discovered that protein is the least donated item and is also the most sought-after.

* Quantitative research was gathered through a monthly telephone study asking consumers if Tyson was a good corporate citizen showed heavy support after Tyson and MCG tested new food donation events in pilot markets in 2004 and 2005.

Planning

Mitchell Communications Group's planning approach is to "develop a strategy and create a roadmap for communication initiatives tied directly to business objections." Together, with Tyson Foods, MCG fashioned a plan focusing on four areas: strategies, target audiences, objectives, and budget.

* Strategies included creating national relationships with several food banks and organizations; more specifically America's Second Harvest, Share Our Strength, Lift Up America, and Feed the Children. Special events were to be created to attract the media, as well as to create involvement from target audiences. An alignment of Tyson's national branding campaign "Powered by Tyson" with the company's fight against hunger efforts. Also, to reach special target audiences by having special events focusing on African-American and Latino groups.

* Target Audiences were decided to be: business customers, general consumers, civic community influencers, elected officials, Tyson team members, and hunger relief/non-profit agencies.

* Objectives formulated by Tyson and MCG included: hosting special events in at least 20 major media markets, involving key community influencers and newsworthy personalities, encouraging Tyson team member participation, producing at least 100 placements in media involving Tyson and their cause, utilizing at least half of the markets of specialty/diversity markets online, increasing sales of Tyson's products by 5% in selected donation markets, and to receive positive feedback from communities and their influencers.

* Budget was listed