Author: John Hartnett

Digital Marketing Communications Campaign

NOTE: This is a fictional marketing communications campaign created by me as part of my studies in “Digital Communications for Business” in Griffith College.

Public relations has a key role in relationship marketing, since it concerned with building a long term image rather than a quick sale. There is a strategic relationship between publicity, PR and press relations. Public relations people talk about ‘publics‘ rather than the ‘ public’. This is because they are dealing with a wide range of people, all with different needs and preconceptions.

ABC’s Campaign Strategy

Public relations: Creating and maintaining a favourable reputation with the organization’s publics.

ABC’s Tactics

• Press relations: Creating and maintaining a favourable image with news media.
• Publicity: Creating favourable news stories about the organization and its’products and activities.

Company Background

ABC, the Alternative Bread Company, a well known artisan bread manufacturing and retail company located in the English Market in Cork city, manufactures a range of fresh, organic, wheat and dairy free bread products containing no preservatives.   

While ABC’s core product is organic bread, they position themselves in both the natural and the highly competitive traditional bread markets. This trend has changed in recent years with the growth of new artisan bread manufacturers and retailers.
See other company Background information in appendices
Interview with Sheila Fitzpatrick, ABC Director, ABC

The Brief

This public relations campaign is being initially launched in ABC’s retail outlet in the English market, Grand Parade, Cork city and then all other outlets countywide. The company’s management have stated the company’s objective, using a budget of 20,000 euros, which the company is to incorporate both traditional and digital media marketing channels to create awareness among the various publics and grow the company further in the Irish market.

These publics include existing and potential customers, suppliers, retailers, food safety authority personnel, food bloggers/writers critics, artisan and traditional competitors, key Twitter and Facebook influentials.

Also, the campaign is also driven by the company’s recent launch of its new wheat free product and a brand new website in which the business can leverage digital marketing tools such as Facebook, Twitter and blogs. A press release statement issued to the media and social media marketing will both be a major part of the campaign. Continue reading “Public Relations”

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