Pr Campagin

to markets abroad, building and maintaining relationships with our new customers will be Executive Summary

Some Dudes Fry sauce is the delicious alternative to ketchup and has been popular in the Western region as a tasty addition to hamburger and sandwich spreads along with a dipping sauce for a variety of foods. To introduce our creamy fry sauce and expand the recognition of our delectable sauce, Some Dudes has teamed up with the White Castle restaurants, the popular burger joint, located in the eastern region of the United States.

Some Dude's would like to use a direct approach to introduce the company further into the marketplace by teaming up with the White Castle restaurants and introducing Ð''bag in a box' which is placed directly inside a stainless steel dispenser for easy clean up and would be placed alongside other condiments.

Tent style advertising will be introduced into the White Castle restaurants, which is a cleaver inexpensive way to display information that will contain information about how to contact Some Dude's directly, the website address, phone number, also notices about upcoming promotional activities and contests.

An aggressive mail campaign will be a creative way to promote the partnership between Some Dudes and White Castle restaurants. The mail campaign will send advertising and mail coupons to consumers within a 5-mile radius of local stores and targeted fast food restaurants. This will increase our visibility and pinpoint selected group of customer while also inviting patrons to the White Castle restaurants.

The last PR approach will enhance the Some Dudes/ White Castle website by providing online brochures and electronic newsletters to give potential customers an inside view of what our company is all about. Visitors coming to our site will see company history, company events, annual reports, press releases, and emails from satisfied customers. The website will also list all upcoming promotions and sweepstakes events.

The PR goals are to expand recognition of Some Dudes Fry sauce with a minimal budget, easy implementation for White Castle, at the same time providing maximum profits for both companies.

Some Dude's, L.L.C. is a family-owned company that began in Utah in 1991. Some Dude's is a food manufacturing company that specializes in packaging and distributing sauces for dipping and marinating. Michael Thompson, now president and owner of Some Dude's, was a railroad engineer as well as a residential painter for several years before he decided to venture out, expanding his idea to establish his own business. The story behind the idea of Some Dude's is one evening, Michael's two children, Amanda and Ben, asked innocently "why is fry sauce not at the grocery store?" This is where the challenge of starting a new business began. For the first several years, the company, Some Dude's, lead the market with one product, later expending the product line.

The PR goals for Some Dude's at this time are to expand recognition of their fry sauce from their regional market, nationwide. The direct approach that Some Dude's has chosen includes teaming up with the well established White Castle restaurant chain to benefit both companies by involving the public in the changes thereby increasing familiarity of their products .

Some Dude's has been able to dominate the regional market with brand recognition and word of mouth advertisements. Knowing that Some Dude's success is due to having a unique and high quality product, the PR campaign will be able to elicit a desired response from the public's affinity for our product. White CastleÐ'® will have the media buzz and public praise from carrying the fry sauce, increasing customers' loyalty to both companies. The media coverage generated from a simple question like, "Fry sauce or Ketchup?" will help draw new customers to White CastleÐ'® and Some Dude's Fry Sauce. When the local media begins to cover the buzz of fry sauce both companies will earn profits without any additional cost.

Some Dudes has regional brand recognition in grocery stores that makes launching our product in the Food Service industry much easier. Some Dude's fry sauce began with only word of month advertising and will expand into the Fast Food chains and small family restaurants by doing:

1. Demonstrations

2. Short survey

3. Free case to restaurants

4. Seminar introducing product to Restaurant owners, Food Service Brokers, and

5. Distributors

Measuring the Campaign's Success

During the first year of launch, Some Dude's will continuously measure the success of the PR campaign. In order to measure how well the product integrates into the market our team has chosen the following ratios:

A. Liquidity Ratios: Evaluate on a regular basis how quickly Some Dude's would be able to pull out of the PR campaign schedule and still be able to pay off any debts incurred in the process.

B. Efficiency Ratios: An important measurement that needs to be tracked, the efficiency ratio will tell Some Dude's about the turnover of its product. Some Dude's will look at the efficiency ration in three different segments. The first section evaluated will be within the company. Some Dude's will look at the effect of the PR campaign on their total sales. Secondly, Some Dude's will look at the sales in grocery stores immediately surrounding all the White Castle restaurants. This will also include measurements of the rate of adoption in the grocery stores within these new market areas. The last evaluation Some Dude's plans to perform will be a measurement of the total sales of the 8 oz. bottle as well as the 2 oz. portion cups within the White Castle restaurants.

C. Profitability Ratios: The most important ratio for Some Dude's to perform is the profitability ratio because it is a small company and financial risks pertaining to public relations and advertising can be high. Some Dude's will carefully evaluate the net profit of the entire sales are in relation to their White Castle PR campaign.

PR Strategies

Some Dude's has been working to expand the brand recognition in the local area for almost 16 years. Within the last few years Some Dude's has made the attempt to market using inexpensive avenues. Beginning in 1998, Some Dude's launched a marketing campaign to