Peritus Public Relations Intern Project

Venni Veddi FruitiWe came. We saw. We pledged.

Alex McLeanBrooke PerellisEric WittkeJoseph Mulloy

Cross-Promotion Goals

Background Information

What is Fruit2O?

First fruit-flavored water

Hit the shelves in 1999 and pioneered the flavored water category of drinks

Zero sugar and zero to few calories per serving

Fruit2O’s Target Audience

Active women who…• Want their recommend daily intake of fruits and water• Want to eat their calories, not drink them• Want water to look like water

“Lately we designed our bottle with our female target in mind—we have the pinched waist so the bottle is easier to hold and we have the smaller opening because women tend to prefer to sip their drinks vs. chug them.”

“Fruit2O is committed to helping women live more healthy, fulfilling lives.”

Who isthe ADA?

Mission• “To prevent and cure diabetes

and to improve the lives of all people affected by diabetes.”

• Leading the fight against diabetes by…• Funding research.• Delivering services to hundreds

of communities.• Providing objective and credible

information.• Giving voice to those denied

their rights because of diabetes.

ADA & Fruit2O Relationship

“The idea behind our small changes>Lifelong Results campaign is to help customers realize they don’t have to make drastic changes to significantly improve their health... We found that the American Diabetes Association shares asimilar message and is a great partner tohelp motivate our consumers to makehealthy choices, like swapping beverageshigh in calories and sugar for low-calorie beverages like Fruit2O.”

- Fruit2O’s Cincinnati press release

Promotion Plan & Strategy

Strategy: 3 Basic Questions

Q1: Channels

1. Social Media Facebook Twitter

2. Promotional Event

Q1: Channels

1. Social Media2. Promotional Event

At Qdoba Mexican Grill, downtown Louisville 11:30-1:30 on Thursday, July 22

Prime time, bustling downtown Louisville during lunch time and one day prior to Hullabalou

Q1: Channels

1. Social Media2. Promotional Event (cont’d)

Tactic: Tweets & Facebook statuses Tactic: Facebook Event

Sent to all Peritus employees (except Team A), sponsors, and the staff of sponsors.

Tactic: Press release to local media

Q1: Channels

1. Social Media2. Promotional Event (cont’d)

Tactic: Print material 6x3 Banner: “It’s your life. Step in the right direction

with Fruit2O and a pledge of One Small Change.” Pledge Handouts Pledge Sheets

Q2: Incentive

1. Free Fruit2O Bottles

2. Qdoba’s Mango Salsa3. Drawing

Health basket donatedfrom Amazing Grace WholeFoods

Gift card to Captain’sQuarters

Two giftcards from ShirazMediterranean Grill.

Q3: Credibility

1. T-shirts2. Walking the Talk3. ADA Representative

Conclusion

Obstacles

1. Time frame & location2. Cincinnati/Kentucky3. Motivation for participation

Budget: $500

$110.72 = Fruit2O + Cups$118.72 = Banner$156.59 = Handouts$25.26 = Event decorations$88.71 = Happy Bags$500.00 TOTAL

Evaluation

1. Started with 1,302 Healthy Pledges, ended with a lot more.

2. Created awareness of the Step Out: Walk to Fight Diabetes

3. Gave the ADA a new partner