Nice Ice

1. Nice Ice Presentation
Slide 1
Good morning everyone. My name is Ali Hassan Arshad and today I am
presenting to you a PR campaign that will see your company, Nice Ice, an iconic
ice cream brand, refresh its image and compete in the ice cream market.
Slide 2
What do we want to achieve as the Chosen PR agency for Nice Ice?
 We want to be up there competing with the big boys, survival is the key
and we need to make sure we’re up there selling with the leading ice
cream brands.
 Raise the profile of the brand in the media- Social media is key; it’s
innovative and it’s becoming one of the main components of attracting
consumers.
 Promote the next “Big Flavour”- People want something new and fresh
and by creating a new campaign to promote new flavours we can help
achieve this. This allows us to reach out to consumers and get feedback
from them.
 Create a USP and raise brand identity
 Refresh the image- Yes Nice Ice is iconic, but it needs to remain in the
spotlight and achieve the objective of refreshing its image
 Be popular during the Summer- The main time of selling and competing
for ice creams is during the summer.
 Finally the most important objective is to make money!
Slide 3
Now How Do We Achieve This?
Firstly, we have to take a closer look at what our competitors are doing and
how they are attracting their consumers and what strategies they are using. I
conducted thorough research on competitor and consumer behaviour and this
is what I found.
Competitors

2. Back in 2013, Cornetto focused on promoting their brand at young teens with
their successful Cupidity campaign. Short love stories were uploaded onto
YouTube and Facebook page and they worked extensively on their social media
branding by promoting the #sharethelove hashtag a referral to sharing the
video to increase its exposure. The first video in the series has over 2m views
as of today. Whilst on social media platforms such as Facebook, they have over
10m likes on their page, in comparison to other ice cream brands such as Ben
and Jerry’s with 7m.
Now I’m not saying let’s start spending our PR budget on creating movies for
YouTube, however what I am saying, is that we need to attract the consumers
that are popular in the ice cream market, which evidently is young adults and
use similar platforms.
Slide 4
The same can be said about Ben and Jerrys, they interact with their consumers
through social media promotion on a regular basis. Their promote the Fan Foto
campaign, where the audience posts photos of themselves having Ben and
Jerrys ice cream. This allows for them to interact with their audience and allow
for them to become part of the campaign as a valuable USP. New flavour
announcement allows consumers to know that a new flavour of ice cream has
been released and an eye catching photo entices people to buy it.
Slide 5
The Plan
So the plan, is to be able to attract and increase sales during popular periods of
ice cream selling such as the summer, we need to become more prominent on
platforms such as social media or regional forms such as magazines. Whether
it’s engaging in a two way communication between seller and buyer, or
uploading an image of a celebrity eating your branded ice cream- it’s simple
and highly effective. People will therefore see it, the exposure will be greater
and people will therefore want to buy the ice cream.

3. There’s no point in creating a campaign and then not having a platform to
inform and spread the message on, that’s why if we want to attract both a
national and regional media system- being able to work effectively on social
media and in magazines is essential.
Slide 6
The Create a Flavour Campaign- The quirky idea
As we’ve spoke about how important social media is, it’s essential we look at a
campaign we can help to promote, attract and engage users. To engage with
the consumer the campaign should revolve around their ideas, their creativity
and should essentially be thought provoking. Therefore they can get involved
and we can interact with consumers more regular and in a positive manner.
That’s exactly what “The Create a Flavour Campaign” will bring.
The campaign, allows consumers to create a flavour of an ice cream that they
think Nice Ice Cream should make and sell to their consumers. To help push
the initiative and actually get people to participate in the campaign, a
competition will be set, whereby the top 3 flavours will be chosen. The people
who created the flavour will then win prizes and rewards judged by how they
ranked in the competition.
Slide 7
This will be the valuable USP, many of our competitors are tentative to
promote a ‘Create a flavour campaign’ due to the tried and tested approach of
their previously successful brands. But this idea is the definition of quirky, it’s
unexpected, people now have the chance to create their own flavours and see
it in the national and regional supermarkets. Plus it allows the consumer or the
participant to be imaginative, create a flavour out of nothing and turn their
kitchen into a science lab where quirky ideas and flavours can be created.
Slide 8
The Implementation

4. We've spoke about the plan and the platforms in which we will get this
message across, but we must combine the two together to create the essential
plan of implementation.
The idea is to remain specific to the core of Nice Ice's target market, young
adults and teens, but the ideas of implementing can be broad for example, for
online via Facebook and Twitter, we can post content of how consumers can
enter the competition and focus heavily on promoting the prizes that are on
offer- vouchers, free Ice Cream for a year etc. Images on Twitter and Facebook
are both appealing and effective, an image of a new flavour created by a
consumer allows for others to react and get involved.
Another online piece that's effective is YouTube, a video competition, asking
consumers to "show us how to make it", or show consumers how to get
involved, every view or like shows the exposure it’s getting and shows how
effective the campaign is to view for the consumer.
More for a regional basis, we could look at turning Nice Ice into a human, our
lovely Ms Nice Ice, could visit regional supermarkets to promote the campaign
by asking shoppers to create a flavour using the ingredients in the
supermarket. Every visit could become some sort of a promotional tour; every
visit to a regional supermarket will be followed by the press or food bloggers of
the area who will be taken along in the tour. Press coverage whether it’s
through ice cream magazines such as, “The National Dipper”, or articles in the
local paper, can become a major factor in promoting the campaign, as it gains
exposure for those people who don’t go online. Therefore we are catering and
promoting for both an online and regional audience.
Slide 9
Evaluation
To evaluate the progress of the campaign, it’s very important that we in take
regular meetings with the in-house marketing team to analyse the methods of
the campaign and whether they are being implemented to its full potential.
Meetings will take place a month before the campaign would start, allowing us
time to come to make adjustments to the campaign if needed. The meeting
will also allow us to come to the conclusion surrounding the budget that needs

5. to be funded for the campaign, the social media campaign may not be as costly
as the Mrs Nice Ice tour. We’ve estimated that the campaign may cost
between the regions of £25,000 and £30,000 due to the heavy use of Ms Nice
Ice touring the UK for our regional promotion and the need to promote the
competition and prizes.
Meetings will then be taken place in all three months of the campaign; this will
allow us to evaluate the current position and how well the campaign is doing
and judging its progress we can come to conclusions about its success. This
meeting will also allow for future planning especially leading up to summer
time, and whether the campaigns effectiveness can help achieve the target of
being popular during summer.
Finally, a meeting after the campaign will take place which evaluates the
campaign in general, debating whether the campaign has successfully
refreshed the image of Nice Ice through- press coverage of Ms Nice Ice, the
amount of participants in the “Create a Flavour Campaign” and whether there
has been a clear up scale in consumers buying Nice Ice creams.
Slide 10
So thank you for watching my presentation and I hope you found the campaign
both enjoyable and successful in the future.