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.

Press Release 4: Final

February 23, 2009

For Immediate Release

Association 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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Final: Media Pitch For CVAIA

Dear Editor Jones:

I caught wind of something that I thought you would be interested in. Let me know what you think.

Cache Valley Area Investors Association (CVAIA) is a Cache Valley based non-profitorganization that is helping people achieve financial independence in as little as three years. The organization focuses on a three-fold investment process involving time, assets, and experience. The organization was organized in August 2007 by Utah State University graduate, Preston Parker.

To get involved with CVAIA, anyone can just sign up and attend the meetings that are held ever Thursday at the Logan City Chamber of Commerce. He says that while there are many things that one can do to become financially independent, "taking advantage of the opportunities available while completing a college degree is the single most important thing you can do to become financially independent."

If people learn the right mentality and approaches to investing, they can all be successful in what they desire. People should be able to spend their time doing something they love, not just a job that provides an income. Passive Income largely makes this possible. Cache Valley Area Investors Association teaches people how to increase passive income. CVAIA embraces the Law of Attraction, Law of Abundance, and Law of Exchange. They practice the methods found in the ideologies of books including Rich Dad Poor Dad, The Wealthy Barber, The Millionaire Next Door, and The Secret. CVAIA began in August 2007 and now has members from many geographical locations and from all walks of life. The members come together with the same belief: that education mitigates the risks of investing.

If you want some more info, go ahead and give me a call at 555-555-1234 or email me at kevin@CVAIA.com. Also, you can visit www.cvaia.com for more info. Thanks.

Kevin Mouritsen

Draft Press Release 4: JMCQ

February 23, 2009

For Immediate Release

Association 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 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. 

JMCQ Books Editor Edward C. Pease 

Subject: Financial Independence in Three Years

Dear Editor Jones:

I caught wind of something that I thought you would be interested in. Let me know what you think.

Cache Valley Area Investors Association (CVAIA) is a Cache Valley based non-profit organization that is helping people achieve financial independence in as little as three years. The organization focuses on a three-fold investment process involving time, assets, and experience. The organization was organized in August 2007 by Utah State University graduate, Preston Parker.

With a moderate amount of time, assets and experience, anyone can become financially independent in as little as three years, says Parker. While some say that financial independence is a matter of luck, Parker says that "luck" is just a matter of being prepared when the right opportunity presents itself.

To get involved with CVAIA, anyone can just sign up and attend the meetings that are held ever Thursday at the Logan City Chamber of Commerce. He says that while there are many things that one can do to become financially independent, "taking advantage of the opportunities available while completing a college degree is the single most important thing you can do to become financially independent."

If people learn the right mentality and approaches to investing, they can all be successful in what they desire. People should be able to spend their time doing something they love, not just a job that provides an income. Passive Income largely makes this possible. Cache Valley Area Investors Association teaches people how to increase passive income. CVAIA embraces the Law of Attraction, Law of Abundance, and Law of Exchange. They practice the methods found in the ideologies of books including Rich Dad Poor Dad, The Wealthy Barber, The Millionaire Next Door, and The Secret. CVAIA began in August 2007 and now has members from many geographical locations and from all walks of life. The members come together with the same belief: that education mitigates the risks of investing.

If you want some more info, go ahead and give me a call at 555-555-1234 or email me at kevin@CVAIA.com. Also, you can visit www.cvaia.com for more info. Thanks.

Kevin Mouritsen

Final Press Release 3: Cause Promotion

February 12, 2009
For Immediate Release
Cache Valley Area Investors Association
160 N. Main Street
Logan, UT 84321
cachevaia@gmail.com


LOGAN, Utah—Financial independence is attainable, and it’s easier than most people think, says Preston Parker, founder and president of Cache Valley Area Investors Association (CVAIA). The non-profit organization teaches members to focus on investing time, assets and experience to create opportunities for achieving financial independence.

Parker, a graduate of Utah State University, founded the organization in August 2007 after receiving several requests from acquaintances about how to manage their finances. He says that, although the ideas that his organization focuses on are not his own, he has come up with a creative way to present them.

With a moderate amount of time, assets and experience, anyone can become financially independent in as little as three years, says Parker. While some say that a lot of luck is involved in becoming financially independent, Parker says that ‘luck’ is just a matter of being prepared when the right opportunity presents itself.

“Taking advantage of the opportunities available while completing a college degree is the single most important thing you can do to become financially independent,” says Parker.

If people learn the right mentality and approaches to investing, they can all be successful in what they desire. People should be able to spend their time doing something they love, not just a job that provides an income. Passive Income largely makes this possible. Cache Valley Area Investors Association teaches people how to increase passive income. CVAIA embraces the Law of Attraction, Law of Abundance, and Law of Exchange. They practice the methods found in the ideologies of books including Rich Dad Poor Dad, The Wealthy Barber, The Millionaire Next Door, Atlas Shrugged, The Automatic Millionaire, and The Secret. CVAIA began in August 2007 and now has members from many geographical locations and from all walks of life. The members come together with the same belief: that education mitigates the risks of investing.

For more information, you can visit www.cvaia.com.


For more info, contact:
Kevin Mouritsen
Public Relations Manager
801-555-1986
cachevaia@gmail.com

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Draft Press Release 3: Cause Promotion

February 6, 2009
For Immediate Release
Cache Valley Area Investors Association
160 N. Main Street
Logan, UT 84321
cachevaia@gmail.com


LOGAN, Utah—Financial independence is attainable, and it’s easier than most people think, says Preston Parker, founder and president of Cache Valley Area Investors Association (CVAIA). The non-profit organization teaches members to focus on investing time, assets and experience to create opportunities for achieving financial independence.

“Taking advantage of the opportunities available while completing a college degree is the single most important thing you can do to become financially independent.”

If people learn the right mentality and approaches to investing, they can all be successful in what they desire. People should be able to spend their time doing something they love, not just a job that provides an income. Passive Income largely makes this possible. Cache Valley Area Investors Association teaches people how to increase passive income. CVAIA embraces the Law of Attraction, Law of Abundance, and Law of Exchange. They practice the methods found in the ideologies of books including Rich Dad Poor Dad, The Wealthy Barber, The Millionaire Next Door, Atlas Shrugged, The Automatic Millionaire, and The Secret. CVAIA began in August 2007 and now has members from many geographical locations and from all walks of life. The members come together with the same belief: that education mitigates the risks of investing.


For more info, contact:
Kevin Mouritsen
Public Relations Manager
801-555-1986
cachevaia@gmail.com

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