Second of three presentations done for advanced Public Relations course. Served as introduction to overall public relations plan proposed for the client. Client: Spring Valley Turf Products

1. Spring Valley Public Rela3ons
Campaign Plan
Presented by Mosaic Communica3ons
Represented by Sarah Laupan & Jolema Noel

2. • 1. Expand adver3sing
– Establish some sort of TV/radio ads to run especially in months leading up to summer
– Incorporate some sort of seasonal promo3ons
– Implement a campaign geared towards reaching more of North America
– Plan to expand sales to local retailers
– Set up a PR/Adver3sing Budget
• 2. Analyze profitability and how farm supply chain retail sales can be intensified
– Have a key selling proposi3on for retail sales
• 3. Review website
– Track use
– Survey aQrac3veness of site
• 4. Improving internal and external communica3ons
• ‐revamping their internet presence (website and online adver3sing)
• ‐direct mail to poten3al professional industry clients and poten3al distributors
• ‐the special event (which we should talk about more but don't have to give full details for this presenta3on)
• ‐trade adver3sing and membership in professional trade groups
• ‐with the launch of their consumer directed home fer3lizers at menards and farm and fleet, do small special events at area
stores and adver3sing those by newspaper and radio ads

3. Situa3on
• 50th Anniversary
• Strong professional end user customer base in
Wisconsin area, wan3ng to expand North
American regional presence
• Consistent 15% growth in Sales each year
• Wan3ng to expand Retail Product Lines
• Successful Annual event ‐ Turf Fair
• Organiza3on’s Internal Communica3on Weak
• Basic Use of Website

4. Objec3ves
• Enhance Online Presence
• Improve Internal Communica3on within
Company
• Develop Retail Partnerships & Promote Launch
of Retail Lines
• Expand Distributorships & Professional End
User Customer Base in North America
• Con3nue Previous Success & Expand with
2011 Turf Fair Event

5. Audience
• Current
– Wisconsin Area Professional End Users
– Distributors in other areas in North America
– Breaking into retail sale partnerships
• Future
– Expanded area of Distributorships
– Retail Stores selling to Residen3al End Users

6. Strategy
Establish Spring Valley as a brand that not only
provides excellent products, but also a
dis3nguished customer service experience.

7. Enhance Online Presence
• Re‐design Website
- Template Based
- The story of “The Spring Valley Experience”
- Be sure of all links working; “My Spring Valley”
- Distributor Directory
- Custom Images
- Effec3vely Monitor Traffic
- YouTube Video Demos

8. Enhance Online Presence
• SEO
– Currently ranked 19th when searching for “Turf
Products”, 49th when searching for “Turf Fer3lizer”
• Google AdWords
– Campaign to adver3se on Google using
“keywords”
– Costs per click

9. Improve Internal Communica3on
• Unified Intranet System
– Supported through re‐designed website
– Log‐Ins for all employees & distributors
– Template based
– Pos3ng all Needed Informa3on
• Company E‐mail Communica3on System
– Company hosted e‐mail addresses for employees
– Distribu3on Lists
– Important No3ces E‐mailed to Everyone Concerned

10. Retail Partnerships & Promo3on
• Retail Partnerships
– Will assist in coordina3ng partnerships through
market research and evalua3on of best poten3al
associa3ons
– Promo3on
• Assistance in packaging design to embrace branding
• Retail Store promo3on including store display materials
• In‐store Launch Events
• Adver3sement of In‐store Events
• Link on Website to Retailers & Update of History

11. Distributorships & Customer Base
• Direct Mail Campaign
– Large‐scale distribu3on
• Professional Fer3lizer Lines
• Ice Melter
• Trade Associa3on Afflia3ons
– GCSAA
– GCBAA
– Golf Industry Show
– Print/Online Adver3sing

12. Turf Fair 2011
• Focus on quality Speakers and Demos
• Expand Invita3ons to poten3al distributors
and customers from out of the region
• Adver3se Event in Trade Publica3ons and with
Professional Organiza3ons
• Incorporate New AQrac3ons
– Turf “War”
– 2 Day Event
– Incorporate Residen3al Product Customers

13. Program Timeline
June 2010 July 2010
• Setup of new e‐mail system • Email System
• Evalua3on of needs from Implementa3on
website re‐design • Book Turf Fair loca3on
• Promote 50th Anniversary • Final Prepara3ons for 50th
Event Anniversary Event
• Begin Turf Fair Preliminary
Planning

14. Program Timeline
August 2010 September 2010
• 50th Anniversary Event • Evalua3on of 50th
• Launch of New Website Anniversary Event through
• Retail Market Research par3cipant responses
• Design & Purchase
• Pursue membership/
affilia3ons with Trade Adver3sing Space in Trade
Organiza3ons Publica3ons for Turf Fair

15. Program Timeline
October 2010 November 2010
• Book Speakers/Demos for • Secure and Finalize
Turf Fair Speakers for Turf Fair
• Secure Catering and • Turf Fair Coverage Pitches to
Vendors for Turf Fair Trade Publica3ons
• YouTube Demo Video • Design Ice Melter Direct
Crea3on Mail Pieces

16. Program Timeline
December 2010 January 2011
• Design of Retail Store • E‐mail System and Internal
Displays Communica3on 6‐month
• Design of Materials for Turf Evalua3on
Fair • Finaliza3on and Prin3ng of
• Sales Rep Event Training for Retail Store Displays
Turf Fair and In‐Store Events • Finaliza3on and Prin3ng of
• Finaliza3on and Prin3ng of Turf Fair Materials
Ice Melter Direct Mail • Ice Melter Direct Mail Roll‐
Materials out

17. Program Timeline
February 2011 March 2011
• Turf Fair 2011 • Retail Product Roll‐out
• Website Redesign 6‐month • 2 In‐store Retail Events
Evalua3on • Turf Fair 2011 Evalua3on
• Prepara3on for Retail Event – Par3cipant Comment Cards
Tour – AQendance Numbers &
Demographics
• Design of Professional
Fer3lizer Direct Mail Pieces

18. Program Timeline
April 2011 May 2011
• 3 In‐Store Events • 12‐month PR Campaign
• Finaliza3on and Prin3ng of Evalua3on
Professional Fer3lizer Direct – Examina3on of Website
Mail Pieces Traffic, Adver3sement
Impressions, Event Success
• Professional Fer3lizer Direct
Mail Roll‐out

19. Evalua3on
• Scheduled evalua3ons in 3meline
• Monitoring of Website Traffic and Calls
received through Call Center
• Analysis of Evalua3ons done by par3cipants of
special events
• Monitoring of sales numbers before, during,
and aner campaign

20. Budget
• Website Re‐design: $5,000
• Adver3sing: $2,500
• Direct Mail: $2,500‐$5,000
• Small Special Event Tour: $1,500
• Staffing: $14,000
• Turf Fair: $30,000‐$40,000
Total: $55,500‐$68,000

21. Ques3ons?