PR Plan for Watch Me DVD and Game Rental Public Relations Plan by: Amarilis Lugo Public Relations Plan for: Watch Me DVD and Game Rental For the Period of: September 19, 2008 through December 9, 2008 Introduction: The support for the following observations comes from a variety of sources. Firstly, by looking at the business plan, models and presentations given by SUNY New Paltz students from the School of Business a plethora of information was gained. This included a statement of purpose of the business, which delineated the intentions of increasing entertainment in residential life on campus also to provide affordable and accessible entertainment. Additionally, it was made clear that a primary goal was to provide a means of revenue for the campus affiliated business, Campus Auxiliary Services. Through looking at newspaper articles, posters, and emails that have been circulated to the public with information about the store it was easier to get a better understanding of the image that has been spread. This is one mostly comprised of factual information that the target audience has not been receptive to. In speaking with the executives at Campus Auxiliary Services, it was clear that their main concern was that in the first year of business, Watch Me failed to meet it’s
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PR Plan for Watch Me DVD and Game Rental
Public Relations Plan by: Amarilis Lugo Public Relations Plan for: Watch Me DVD and Game Rental For the Period of: September 19, 2008 through December 9, 2008 Introduction: The support for the following observations comes from a variety of sources.
Firstly, by looking at the business plan, models and presentations given by SUNY New
Paltz students from the School of Business a plethora of information was gained. This
included a statement of purpose of the business, which delineated the intentions of
increasing entertainment in residential life on campus also to provide affordable and
accessible entertainment. Additionally, it was made clear that a primary goal was to
provide a means of revenue for the campus affiliated business, Campus Auxiliary
Services.
Through looking at newspaper articles, posters, and emails that have been
circulated to the public with information about the store it was easier to get a better
understanding of the image that has been spread. This is one mostly comprised of factual
information that the target audience has not been receptive to.
In speaking with the executives at Campus Auxiliary Services, it was clear that
their main concern was that in the first year of business, Watch Me failed to meet it’s
quotas for revenue. Another concern was that of students being discouraged from renting
at the store because of a hold put on their account for late fees.
The opinion of employees is another avenue that was explored. A variety of
concerns were voiced, some being that the store did not have enough selection and the
customers were always coming in to only ask the pricing of products. Others were also
concerned about their customer service skills and their ability to effectively suggest titles
of movies and games for customers to try.
Finally, the opinions of various customers came into play. A majority of the
people spoken to were often frustrated that they couldn’t find their favorite movies within
the selection. Additionally, students wanted to see more information being distributed
about the store. A select few stated that they would not rent for the store again because
they had amassed such great late fees that their student accounts were frozen until they
paid the fee. Others didn’t want to rent because in previous times the movies didn’t work
in their DVD players.
All of this information is crucial in defining the needs of the business and how to
better communicate to its target customer.
SWOT Analysis: In a condensed form it might seem like there are more negative concerns to the business than positive. However, many of the weaknesses defined can be solved with the highlight of the strengths and new opportunities. Strengths: -Lower cost than off campus rental stores
-Convenient location for on-campus students -Students can use Hawk Dollars
Weaknesses: -Not well known in the community
-Students get very upset when items do not work -Not a large selection -Not all employees are knowledgeable in gaming or movie info. -Location is not centered so people don’t want to walk the distance
Opportunities: -New distributor of movies that provide better quality DVDs
-Series of new promotions starting this year Ex. Incentives/tournaments
Threats: -Competition with student’s personal collections and Netflix
-Lack of student interest -Competition to rent popular games that we only have one copy of
Needs of the Organization: Most importantly is to address the need of a constant customer base. Watch Me
could benefit greatly from a positive buzz about the store, preferably not generated from
the store itself. Additionally, the store needs students to feel comfortable entering, asking
employees’ questions or just coming to browse. Essential to the success of the store is an
increased cash flow, this would allow for us to purchase a larger variety of products.
Goals of the Public Relations Campaign for Fall 2008: Being mindful of the information gathered this period’s Public Relations
campaign will focus on internal and external goals of the Watch Me DVD and Game
Rental Store.
On the internal level the goals will be to give the employees as much information
as possible to help the customer. Also to as a staff create a positive image of the store,
through enthusiasm and concern for any customer issues.
Externally, a definite goal will be to create awareness of the business and the
entertainment options provided. Also to keep the current customers we have by making
them feel valued. Another, large goal is to create relationships with organizations and
media that can give information about the store in a non-biased fashion. A final goal is to
find methods of reaching the target consumer that they will respond to positively and will
retain the information sent out.
Watch Me DVD and Game Rental
Contact: Amarilis Lugo (o) (845) 257-3464 email: [email protected] web site: www.newpaltz.edu/cas/watchme FOR DELAYED RELEASE January 19th 2009
REV UP THOSE GAMING ENGINES NEW PALTZ
NEW PALTZ – This upcoming semester Watch Me will be hosting a Mario Kart tournament for all SUNY New Paltz students. Signups start on January 21st and the first tournament starts on February 1st.
Each semester the Watch Me DVD hosts a tournament from the wide array of third generation games they have in stock. Last semester the store had a Super Smash Brothers tournament that had participation from 30 students. For the Mario Kart Tournament, Watch Me hopes to increase participation by opening up 50 individual slots for competition. Store Manager, Chris Cirincione, is looking forward to hosting the event. “We really are looking to provide students with a fun, alternative activity. It’s also great to see students meet others and have a good time in our store.” he states. The top three winner of the competition will each have their name on the Watch Me Tournament trophy, which is displayed at the store’s main window. Second and third place prizes are $25 and $15 Hawk Dollars gift certificates. The first place prize is a $40 gift certificate along with a College Survival Backpack, filled with assorted goods. Anticipating the next tournament, Steve Ollenu, a Senior in the Engineering Program says, “I really look forward to these tournaments because I love playing Mario Kart to relax and have fun with my friends. Now I could even win a prize for doing just that!”
###
The Watch Me DVD and Game Rental store aims to provide affordable and accessible forms of entertainment for the SUNY New Paltz community. Its resources can be used by students, faculty and employees of the college.
Early this summer, Chris Cirincione
joined the Watch Me Staff filling the position
of General Manager.
A graduate student in the MBA program
here at New Paltz, Chris hopes to makes
large improvements to the store’s business
plan.
“My focus in the MBA program is Manage-
ment, I went to New Paltz for my undergrad
as well. I got a degree in Communication
and Media with a focus in Media Manage-
ment.” says Chris.
Balancing his responsibilities, Chris says
the only free time he has is on the week-
ends. “I normally go home or I go out and
throw a football around or hang out with my
friends…normal stuff.”
Turning to products Chris says his favor-
ite movies are mostly series, such as Back
to the Future and Star Wars. Other favorites
are Wayne’s World and Indiana Jones. In
respect to games, Chris says, “I bought my
XBOX just for Halo back before Halo 2 came
out. I’ve never played Halo 3 because I re-
fuse to buy an
XBOX 360. I’m
also a big fan of
the first person
shooter games.”
A native of Rot-
terdam, NY, Chris
says that he has a
lot of goals for the
store. “I would
like everyone on
campus at least know about the store.
Whether they choose to rent from us or not
is another problem.”
Chris would also like the store to be more
welcoming. He states the our customers
should feel comfortable approaching us
even if they aren’t planning on renting.
As for his employees, Chris says that he
would like to see them more relaxed.
“Being young at heart I think is really im-
portant…and that’s coming from at 22 year
old. It’s important to have fun as long as
you’re getting your work done.
Continued on Page 4
Store Welcomes New Addition
Great Turnout for Super Smash Bros Brawl Tournament
Starting out as a simple concept, the Super
Smash Bros. Tournament has started with
great success.
Participants are highly excited to be com-
peting with one another inside the store.
With crazy team titles such as Statutory
Grape, the SSB Tournament is a great way
for students to relax in the middle of mid-
terms.
The final teams will be competing on Oct.
29th for two prizes. The first, having their
pictures in the Tower of Champions and in
the Winner’s Trophy. Also the champion
team will win a College Survival Pack that
includes a variety of things every college
student needs, such as Power Bars, a flash-
light, Vitamin Water, etc.
*For specific dates on the matches look at
the Calendar on Page 4*
Starting October 15th
all Horror and Thriller Movies
are Half–Off until Hal-loween!
The Reel Volume 1, Issue 1
Super Smash Bros.
Tournament
1
Info on New Releases 2
Trouble shooting tips 2
Redesigning Watch Me
—Phase 1
3
Suggestions key to
success
3
Future Events 4
Calendar 4
Inside this issue:
W A T C H M E D V D A N D G A M E R E N T A L S T O R E
Don’t Freak Out: Simple tips to Minimize Stress on the Job
Focus on one task at a time. — This allows your brain to separate actions into
smaller chunks so you aren’t focusing on the big picture.
Leave all other stressors at the door. — Come to work prepared to do your job, it’s only going to more
difficult if you are thinking about all the other responsibilities that you have to work on. Take a breather. — Everyone gets frustrated, don’t worry about leaving to get a drink of water or stepping
outside for some fresh air. Speak Up!— If something is repeatedly annoying you, say something! Most likely someone else is experiencing the
same problem. Take Care of Yourself.— Make sure you get enough sleep and are eating a healthily. School comes first!
Just In!
All the Info you need to know about our latest features.
Page 2 The Reel
I’m Not There — 2007
Six actors portray six personas of music legend
Bob Dylan in scenes depicting various stages
in the musician's life. Chronicling Dylan's rise
from unknown folksinger to international icon,
the film reveals how he reinvented himself
many times.
Atonement — 2007
In this drama based on the critically acclaimed
novel by Ian McEwan, a childhood lie irrevoca-
bly changes the lives of several people for-
ever. When 13-year-old Briony Tallis (Saoirse
Ronan) misinterprets a moment of flirtation
between her older sister Cecilia (Keira Knight-
ley) and a servant's son, Robbie Turner (James
McAvoy), her confusion causes her to finger
Robbie as the perpetrator of a crime.
There Will Be Blood — 2007
At the turn of the 20th century, Daniel Plain-
view (Daniel Day-Lewis, in an Oscar-winning
role) becomes a tycoon when he buys the oil
rights to a California family's ranch. Mean-
while, as the simple village becomes a boom-
town, a charismatic young preacher (Paul
Dano) fights his community's growing greed.
Into the Wild — 2007
Sean Penn directs this feature based on best-
selling author Jon Krakauer's true story of a
young man who gives up everything to lead
a solitary life in the wild. Christopher
McCandless (Emile Hirsch), a trust-fund
college graduate, abandons his safe exis-
tence to trek across the harsh yet beautiful
terrain of Alaska.
SuperBad — 2007
40-Year-Old Virgin veterans Judd Apatow
and Seth Rogen team up again as producer
and co-star/co-writer (respectively) of this
high school comedy starring Jonah Hill and
Michael Cera as best buddies facing separa-
tion anxiety as they prepare to go off to col-
lege. Attempting to score alcohol for a party
(believing that the babes will follow), the
boys' evening quickly dissolves into chaos.
Amelie — 2001
Impish gamine Amélie (Audrey Tautou) lives
alone and works in a café. When she finds a
trove of toys hidden for 40 years behind a
baseboard in her apartment, she's inspired
to repatriate the items, an impulse of gener-
osity that sparks more benevolent acts. A
celebration of life, Amélie reminds us of the
small wonders that abound around us … if
only we paused to look.
Just In!
All the Info you need to know about our latest features.
The first couple of years of a busi-
ness are the most important when
trying to establish yourself.
This is a time for trying new things ,
(mostly failing at them) and seeing
what works with the target audience.
Watch Me has a unique advantage
versus all of our competition. We are
right next to where students live and
eat! This might seem like an obvious
observation but it is often overlooked
when we are discussing how to target
students.
Some progress has already started to
happen with positive feedback from
students, such as the SSB Tournament
and selling batteries.
Now is the time for us to continue
with the good ideas.
One idea that is being put into mo-
tion is creating caricatures of all the
employees . These are currently be-
ing sketched by the talented, Stepha-
nie Inserra.
Another way of making the store
more of a relaxed location is by
bringing a couch into the store.
Hopefully this will be delivered by
the end of the month.
We need your help! Let us know if
there is anything at all that you have
seen other businesses do to attract
college students or if you have sug-
gestions of your own. Don’t worry
about it being quirky or outlandish,
we’ll probably love it!
fill out a slip for a suggestions, they
walk out of the store. What then?
There are a couple of ways to rem-
edy this kind of situation.
The first thing is to make a habit of
encouraging customers to suggest
titles...even when they are just brows-
ing!
Second, don’t think that just because
they didn’t fill out a slip doesn’t mean
that you can’t write it down. Chances
are that they aren’t the only one that
wants to see the film or game in the
store. So go ahead write it down .
Lastly remember that the more sug-
gestions we get, the more likely it is
that we will eventually buy it.
All of us have seen it at least once
during a shift. A customer walks in
desperately looking for a movie or
game, checks all of the shelves and
then comes up to ask if we own it. Af-
ter checking through the system, you
disappoint them even more by saying
that we don’t have it in the store, and
before you can even prompt them to
Easy Phrases You can Use to
Approach a Customer
Can I help you find something?
Have you checked out our “For
Sale” Section?
Would you like to see a trailer
of that? (Item they are holding)
If you can’t find what you are
looking for, write it down and
put it in the Suggestion Box.
When a customer asks for the
location of an item...don’t just
point. Walk over and help them
find it...
SUGGESTIONS! They have them, we want them!
Research shows that a
customer is more likely
to buy something if they feel
comfortable with the store and staff.
Page 2
Let’s Get Comfy! Redesigning Watch Me to fit our needs
Creating a spot where students can hang out is essential.
Watch Me DVD and Game Rental- Amarilis Lugo- 845-257-3464
PUBLIC SERVICE ANNOUNCEMENT 30 SECOND PSA BEGIN ON: January 21st, 2009 KILL ON: February 1st, 2009 ATTENTION ALL MARIO KART ENTHUSIATES, WATCH ME DVD IS HOLDING A TOURNAMENT TO SEE WHO IS THE BEST RACER IN NEW PALTZ. SIGN UPS START ON JANUARY 21ST AND END ON FEBRUARY 1ST. THIS EVENT IS FREE AND OPEN TO ALL SUNY NEW PALTZ STUDENTS.
-END-
Watch Me DVD and Game Rental- Amarilis Lugo- 845-257-3464
PUBLIC SERVICE ANNOUNCEMENT 60 SECOND PSA BEGIN ON: January 21st, 2009 KILL ON: February 1st, 2009 ATTENTION ALL MARIO KART ENTHUSIATES, WATCH ME DVD IS HOLDING A TOURNAMENT TO SEE WHO IS THE BEST RACER IN NEW PALTZ. FIRST PLACE PRIZE IS A COLLEGE SURVIVAL PACK WITH ASSORTED GIFTS. SECOND AND THIRD PLACE PRIZES WILL BE AWARDED AS WELL. SO GO SIGN UP SOMETIME BETWEEN JANUARY 21ST AND FEBRUARY 1ST AT THE WATCH ME DVD AND GAME RENTAL STORE LOCATED ON THE FIRST FLOOR OF HASBROUCK DINING HALL NEXT TO OSCAR’S. THIS EVENT IS FREE AND OPEN TO ALL SUNY NEW PALTZ STUDENTS.
-END- TARGET AUDIENCE: ALL SUNY NEW PALTZ STUDENTS TARGET RADIO STATION: 88.7 FM WFNP
$1.00 per day For Normal Release DVDs, Xbox, Game Cube and PS2 Games
$2.00 per day For New Release DVD’s, Wii, Xbox 360 and PS3 Games