Proposal Letter
PR Gurus
Kevin, Matt and Matt
United States Department of Transportation
“Ride. Don’t Drive” Campaign
The Pr Gurus, a world-renowned public relations firm, is requesting that the US Department of Transportation (USDOT) donate $50,000 for production of a PSA directed towards increasing the use of public transportation and enhancing the image of the USDOT.
Based on previous years, we have found that the USDOT has donated significant amounts of money to worthy causes, with the intent of improving the transportation system while creating a positive image for the USDOT. For example, by partnering with the Department of Housing and Urban Development (HUD), the USDOT demonstrated a commitment to helping American families achieve financial stability. We here at the PR Gurus look forward to the opportunity of helping create awareness of services available to American families, the foundation of our nation.
Right now, millions of dollars are being wasted, both in man-hours and gallons of gasoline, as the United States work force commutes to and from work each day. This is not only an inconvenience to our citizens, as well as a public health issue, but also a significant drain on our fragile economy. As is stated the USDOT mission statement, the USDOT will: “Serve the United States by ensuring a fast, safe, efficient, accessible and convenient transportation system that meets our vital national interests and enhances the quality of life of the American people, today and into the future. “ We firmly believe that funding our campaign will assist you in accomplishing your goals.
A major concern with the current transportation system is that 88.1 percent of Americans regularly commute to work in their own vehicles. We believe that solving this problem should be a top priority for the USDOT.
One of our main goals with this campaign is to raise awareness of the problems arising from current private transportation trends. Our ultimate solution is to increase the use of public transportation, which will result in a decrease of wasted dollars and the betterment of the environment.
Following are some quotes that we have gathered from focus groups:
“I thoroughly enjoy the public transportation. I can’t imagine commuting without it. It’s become a part of my everyday life.” –Matthew Frandsen.
“Sure, I like riding the bus. It allows me to get to and from work without stressing out over other drivers and suffocating traffic.” –Kevin Mouritsen
“I used to commute to work in my own car until one day it died on me. I took the bus hesitantly at first, ‘cause I thought it would be slower. How wrong I was. I will never commute to work in my own car ever again.” –Matt Ferris
We were involved in organizing the Kyoto Protocol that was help in Japan. This event was aimed at curbing green house emissions around the world. We received recognition from several major influences in the green community, including Al Gore. We were also nominated for a Nobel Peace Prize.
We feel that these accomplishments qualify us to undertake this complex and increasingly important endeavor.
To accomplish this daunting task, we will require $50,000 to cover all expenses. We feel that this amount of money is both sufficient and reasonable.
In conclusion, we reaffirm our mission to help increase awareness of the growing problem of the daily commute and the benefits of using public transportation. Thank you for your time.
The PR Gurus
Tuesday, March 31, 2009
Thursday, March 19, 2009
Position Paper Final: Burger Planet
PR GURUS
Position Paper
As a result of extensive research, it is our belief that women between the ages of 30-50 are not attracted to the unhealthy food choices at Burger Planet. According to an article on www.confectionerynews.com, the market for low-fat foods has been increasing over the last few years. It also states that in the US, 65 percent of the adult population is classified as overweight and 30 percent are obese. With the rising trend of obesity in America, people, especially women, are becoming more health-conscious in their food choices. For this reason, we are proposing to enhance the image of Burger Planet by introducing healthier food choices into the menu, bring in a health professional to give our healthy menu credibility and promote a healthier lifestyle, and do this without taking anything away from Burger Planet’s classic menu items.
As part of our research, we conducted several focus groups to find out why or why not middle-aged women were eating at Burger Planet’s restaurants. Following are some direct quotes from members of the focus groups:
A 45-year-old mother of four said: “Burger Planet is my dirty little secret. My heart races when I think about the Saturn burger, layers of juicy beef topped with delicious onion rings. But I'd never tell my husband I eat there. My husband runs marathons. He used to scold my eating habits. And I'd never take my children there. I think that would almost amount to child abuse. I try to make sure they eat healthy. You know, a cup of milk a day, plenty of veggies." She also said that the one phrase she thinks of when she hears the name Burger Planet is “grease on a bun.”
A 39-year-old waitress who was once employed by Burger Planet said: “I figure you gain 10 pounds every decade and, well, I have recently decided to change that in my own life. I like Burger Planet because it's fast and, hey, I'm a busy working mother without much time. But dining on Burger Planet caused my weight to top the 150-pound mark. And I'm barely 5 foot tall. I just made a decision that before I turn 40, I'm going to lose weight. So, I had to give up some luxuries. Like Burger Planet."
Based on these statements, we have concluded that women enjoy the food at Burger Planet but feel that eating at Burger Planet and maintaining a healthy lifestyle is improbable, if not impossible. As we find from the statement from the 45-year-old, she likes Burger Planet’s food and eats at Burger Planet often, but she is too embarrassed to admit it, much less recommend Burger Planet to other people. We believe this can be remedied by conforming the image of Burger Planet to increasing health-conscious trends.
Our Plan
We propose two main steps to enhance the image of Burger Planet so that women between the ages of 30 and 50 will start or continue to eat at Burger Planet.
First, we propose to add healthy food items to Burger Planet’s menu. These new menu items will include, but are not limited to, white meat chicken breasts, gourmet salads and various fruit choices.
Secondly, according to Burger Planet’s Market Research VP, research has shown that women in their 30s and 40s have been Burger Planet's base customer for the past 20 years. But in the past two years, we've spotted a growing trend. Those women aren't coming to Burger Planet as much. They don't see Burger Planet as a healthy place, but those women trust Opal Whitcomb. Whatever Opal Whitcomb promotes on her show, female consumers make it a bestseller. Opal's viewers all followed her efforts to lose weight with Jayne Petersen. If we hire Jayne Petersen, we get Whitcomb's credibility with our target consumer by association.
By hiring Jayne Peterson, we gain instant credibility with our target audience. Burger Planet will no longer be seen as a “dirty secret” by these women, but as a leading supporter for women wanting to maintain a healthy lifestyle.
Conclusion
Burger Planet should no longer be known as “grease on a bun,” but as the leader of a health-conscious food industry. There is a large market for healthy food, and Burger Planet can seize the majority of it by enhancing its image right now while other fast-food chains are dragging their feet.
Position Paper
As a result of extensive research, it is our belief that women between the ages of 30-50 are not attracted to the unhealthy food choices at Burger Planet. According to an article on www.confectionerynews.com, the market for low-fat foods has been increasing over the last few years. It also states that in the US, 65 percent of the adult population is classified as overweight and 30 percent are obese. With the rising trend of obesity in America, people, especially women, are becoming more health-conscious in their food choices. For this reason, we are proposing to enhance the image of Burger Planet by introducing healthier food choices into the menu, bring in a health professional to give our healthy menu credibility and promote a healthier lifestyle, and do this without taking anything away from Burger Planet’s classic menu items.
As part of our research, we conducted several focus groups to find out why or why not middle-aged women were eating at Burger Planet’s restaurants. Following are some direct quotes from members of the focus groups:
A 45-year-old mother of four said: “Burger Planet is my dirty little secret. My heart races when I think about the Saturn burger, layers of juicy beef topped with delicious onion rings. But I'd never tell my husband I eat there. My husband runs marathons. He used to scold my eating habits. And I'd never take my children there. I think that would almost amount to child abuse. I try to make sure they eat healthy. You know, a cup of milk a day, plenty of veggies." She also said that the one phrase she thinks of when she hears the name Burger Planet is “grease on a bun.”
A 39-year-old waitress who was once employed by Burger Planet said: “I figure you gain 10 pounds every decade and, well, I have recently decided to change that in my own life. I like Burger Planet because it's fast and, hey, I'm a busy working mother without much time. But dining on Burger Planet caused my weight to top the 150-pound mark. And I'm barely 5 foot tall. I just made a decision that before I turn 40, I'm going to lose weight. So, I had to give up some luxuries. Like Burger Planet."
Based on these statements, we have concluded that women enjoy the food at Burger Planet but feel that eating at Burger Planet and maintaining a healthy lifestyle is improbable, if not impossible. As we find from the statement from the 45-year-old, she likes Burger Planet’s food and eats at Burger Planet often, but she is too embarrassed to admit it, much less recommend Burger Planet to other people. We believe this can be remedied by conforming the image of Burger Planet to increasing health-conscious trends.
Our Plan
We propose two main steps to enhance the image of Burger Planet so that women between the ages of 30 and 50 will start or continue to eat at Burger Planet.
First, we propose to add healthy food items to Burger Planet’s menu. These new menu items will include, but are not limited to, white meat chicken breasts, gourmet salads and various fruit choices.
Secondly, according to Burger Planet’s Market Research VP, research has shown that women in their 30s and 40s have been Burger Planet's base customer for the past 20 years. But in the past two years, we've spotted a growing trend. Those women aren't coming to Burger Planet as much. They don't see Burger Planet as a healthy place, but those women trust Opal Whitcomb. Whatever Opal Whitcomb promotes on her show, female consumers make it a bestseller. Opal's viewers all followed her efforts to lose weight with Jayne Petersen. If we hire Jayne Petersen, we get Whitcomb's credibility with our target consumer by association.
By hiring Jayne Peterson, we gain instant credibility with our target audience. Burger Planet will no longer be seen as a “dirty secret” by these women, but as a leading supporter for women wanting to maintain a healthy lifestyle.
Conclusion
Burger Planet should no longer be known as “grease on a bun,” but as the leader of a health-conscious food industry. There is a large market for healthy food, and Burger Planet can seize the majority of it by enhancing its image right now while other fast-food chains are dragging their feet.
Tuesday, March 17, 2009
Position Paper Draft: Burger Planet
PR GURUS
Position Paper
As a result of extensive research, it is our belief that women between the ages of 30-50 are not attracted to the unhealthy food choices at Burger Planet. According to an article on www.confectionerynews.com, the market for low-fat foods has been increasing over the last few years. It also states that in the US, 65 percent of the adult population is classified as overweight and 30 percent are obese. With the rising trend of obesity in America, people, especially women, are becoming more health-conscious in their food choices. For this reason, we are proposing to enhance the image of Burger Planet by introducing healthier food choices into the menu, bringing in a health professional to give our healthy menu credibility and promote a healthier lifestyle, without taking anything away from Burger Planet’s classic menu items.
As part of our research, we conducted several focus groups to find out why or why not middle-aged women were eating at Burger Planet’s restaurants. Following are some direct quotes from members of the focus groups:
A 45-year-old mother of four said: “Burger Planet is my dirty little secret. My heart races when I think about the Saturn burger, layers of juicy beef topped with delicious onion rings. But I'd never tell my husband I eat there. My husband runs marathons. He used to scold my eating habits. And I'd never take my children there. I think that would almost amount to child abuse. I try to make sure they eat healthy. You know, a cup of milk a day, plenty of veggies." She also said that the one phrase she thinks of when she hears the name Burger Planet is “grease on a bun.”
A 39-year-old waitress who was once employed by Burger Planet said: “I figure you gain 10 pounds every decade and, well, I have recently decided to change that in my own life. I like Burger Planet because it's fast and, hey, I'm a busy working mother without much time. But dining on Burger Planet caused my weight to top the 150-pound mark. And I'm barely 5 foot tall. I just made a decision that before I turn 40, I'm going to lose weight. So, I had to give up some luxuries. Like Burger Planet."
Based on these statements, we have concluded that women enjoy the food at Burger Planet but feel that eating at Burger Planet and maintaining a healthy lifestyle is improbable, if not impossible. As we find from the statement from the 45-year-old, she likes Burger Planet’s food and eats at Burger Planet often, but she is too embarrassed to admit it, much less recommend Burger Planet to other people. We believe this can be remedied by conforming the image of Burger Planet to increasing health-conscious trends.
Our Plan
We propose two main steps to enhance the image of Burger Planet so that women between the ages of 30 and 50 will start or continue to eat at Burger Planet.
First, we propose to add healthy food items to Burger Planet’s menu. These new menu items will include, but are not limited to, white meat chicken breasts, gourmet salads and various fruit choices.
Secondly, according to Burger Planet’s Market Research VP, research has shown that women in their 30s and 40s have been Burger Planet's base customer for the past 20 years. But in the past two years, we've spotted a growing trend. Those women aren't coming to Burger Planet as much. They don't see Burger Planet as a healthy place, but those women trust Opal Whitcomb. Whatever Opal Whitcomb promotes on her show, female consumers make it a bestseller. Opal's viewers all followed her efforts to lose weight with Jayne Petersen. If we hire Jayne Petersen, we get Whitcomb's credibility with our target consumer by association.
By hiring Jayne Peterson, we gain instant credibility with our target audience. Burger Planet will no longer be seen as a “dirty secret” by these women, but as a leading supporter for women wanting to maintain a healthy lifestyle.
Conclusion
Burger Planet should no longer be known as “grease on a bun,” but as the leader of a health- conscious food industry. There is a large market for healthy food, and Burger Planet can seize the majority of it by enhancing its image right now while other fast-food chains are dragging their feet.
Position Paper
As a result of extensive research, it is our belief that women between the ages of 30-50 are not attracted to the unhealthy food choices at Burger Planet. According to an article on www.confectionerynews.com, the market for low-fat foods has been increasing over the last few years. It also states that in the US, 65 percent of the adult population is classified as overweight and 30 percent are obese. With the rising trend of obesity in America, people, especially women, are becoming more health-conscious in their food choices. For this reason, we are proposing to enhance the image of Burger Planet by introducing healthier food choices into the menu, bringing in a health professional to give our healthy menu credibility and promote a healthier lifestyle, without taking anything away from Burger Planet’s classic menu items.
As part of our research, we conducted several focus groups to find out why or why not middle-aged women were eating at Burger Planet’s restaurants. Following are some direct quotes from members of the focus groups:
A 45-year-old mother of four said: “Burger Planet is my dirty little secret. My heart races when I think about the Saturn burger, layers of juicy beef topped with delicious onion rings. But I'd never tell my husband I eat there. My husband runs marathons. He used to scold my eating habits. And I'd never take my children there. I think that would almost amount to child abuse. I try to make sure they eat healthy. You know, a cup of milk a day, plenty of veggies." She also said that the one phrase she thinks of when she hears the name Burger Planet is “grease on a bun.”
A 39-year-old waitress who was once employed by Burger Planet said: “I figure you gain 10 pounds every decade and, well, I have recently decided to change that in my own life. I like Burger Planet because it's fast and, hey, I'm a busy working mother without much time. But dining on Burger Planet caused my weight to top the 150-pound mark. And I'm barely 5 foot tall. I just made a decision that before I turn 40, I'm going to lose weight. So, I had to give up some luxuries. Like Burger Planet."
Based on these statements, we have concluded that women enjoy the food at Burger Planet but feel that eating at Burger Planet and maintaining a healthy lifestyle is improbable, if not impossible. As we find from the statement from the 45-year-old, she likes Burger Planet’s food and eats at Burger Planet often, but she is too embarrassed to admit it, much less recommend Burger Planet to other people. We believe this can be remedied by conforming the image of Burger Planet to increasing health-conscious trends.
Our Plan
We propose two main steps to enhance the image of Burger Planet so that women between the ages of 30 and 50 will start or continue to eat at Burger Planet.
First, we propose to add healthy food items to Burger Planet’s menu. These new menu items will include, but are not limited to, white meat chicken breasts, gourmet salads and various fruit choices.
Secondly, according to Burger Planet’s Market Research VP, research has shown that women in their 30s and 40s have been Burger Planet's base customer for the past 20 years. But in the past two years, we've spotted a growing trend. Those women aren't coming to Burger Planet as much. They don't see Burger Planet as a healthy place, but those women trust Opal Whitcomb. Whatever Opal Whitcomb promotes on her show, female consumers make it a bestseller. Opal's viewers all followed her efforts to lose weight with Jayne Petersen. If we hire Jayne Petersen, we get Whitcomb's credibility with our target consumer by association.
By hiring Jayne Peterson, we gain instant credibility with our target audience. Burger Planet will no longer be seen as a “dirty secret” by these women, but as a leading supporter for women wanting to maintain a healthy lifestyle.
Conclusion
Burger Planet should no longer be known as “grease on a bun,” but as the leader of a health- conscious food industry. There is a large market for healthy food, and Burger Planet can seize the majority of it by enhancing its image right now while other fast-food chains are dragging their feet.
Sunday, March 1, 2009
Press Release 4: Final
February 23, 2009
For Immediate ReleaseAssociation For Education In Journalism and Mass Communication
234 Outlet Pointe Blvd.
Columbia, SC 29210-5667
803-798-0271
COLUMBIA, South Carolina--The academic journal Journalism and Mass Communication Quarterly (JMCQ) is being published online in March 2009 for the first time since its inception in 1994.
JMCQ Books Editor Edward C. Pease says that this will change the way that people will use the information. "In today's society, going online is no longer a luxury; it's a necessity."
With JMCQ online, and the new edition coming out in March, the JMCQ readers will be able to access the information more easily.
JMCQ focuses on research in journalism and mass communication and consists of reviews on journalism and communication books. The Association for Education in Journalism and Mass Communication (AEJMC) publishes JMCQ four times a year.
For inquiries contact:
Kevin Mouritsen
PR Communications Director
555-555-1234
kevin@jmcq.com
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