RobertTrout_FinalPresentation_420A

NAP ENERGY DRINK COMPANYPUBLIC RELATIONS PLAN

National University 420A PR StrategiesRobert Trout

Executive Summary

The energy drink is still part of a new and developing industry, the energy drink target audience are male teenagers and people in their 20s who advertise to this younger generation through action sports and action sport athlete endorsements.

The is a gap and opportunity to target Mainstream-seekers, who skew male, younger and less fluent, work blue collar jobs, but are family- centric and value conscious. There are also a group we are calling the Showphisticated. The Showphisticatd, also skew younger, work a white-collar occupation, consist of young families and couples, and they like to shop and are fashion-conscious.

The objective for this public relations campaign will be to build awareness for NAP, create a positive image for the company, knowledge about the category, and generate additional sales.

The strategy is to meet and communicate the audience where they are, including social media, and events.

Situation Analysis

Dollar sales for energy drinks grew almost 6% to $6.67 billion in 2013 (Forbes). Energy drink companies target male teenagers and people in there 20’s. The companies market in the action sports industry and sponsor many of the athletics and artist that the younger generation want to emulate.

Campaign Objectives

To build product awareness of NAP through Media placements, events, and consumer attitude

Create interest and increase customer base by identifying and targeting the best customer

Provide customers with more in depth information about NAP product

Build the brand and a strong image amongst our target audience and differentiate NAP from the competition.

Target Market

Mainstream-seeker Skews male, younger and less

affluent Work blue-collar jobs Family centric and value

conscious Celebrity endorsements and

image conscious Interested in gaming and

entertainment Cell phones are important

Target Market

Showphisticated Skews younger, employed and good

income White collar occupation Young families and couples Enjoys sports and celebrities Social Networks and texting are key Shopping and fashion-conscious

The NAP Voice

#NeedAPump

#EverydayEnergy

NAP is geared to hard-working and active people who are concerned about health, are mindful of their everyday experiences, and lead hectic lives. NAP provides consumers the fuel needed to nourish the events of the day.

#NAPTIME#TakeaNAP

Development of Tactics

Tactic Jan-15 Feb-15 Mar-15 Apr-15 May-15 Jun-15 Jul-15 Aug-15 Sep-15 Oct-15 Nov-15 Dec-15

Events

SuperBowl  

New York Fashion Week  

E3  

Comic Con - San Diego  

The Taste of Newport  

Social Media

Twitter Tweet of the Week                        

Facebook / Instagram "Weekly                        

Infographic      

Video #1 "Mommy"  

Video #2 "Business / Gamer"  

Blogs

Mommy Blogs      

Gamer Blogs      

Sports Blogs      

New Releases

Monthly