*World Wide Web – Using the already existing American Egg Board website, a link will be added to provide information regarding the Eggs-ellent Eggs Campaign. Due to the target audiences regular use of the Internet, a website offering information on egg nutrition is believe to support the Public Relations objectives.
*1-800-EAT-Eggs – A toll-free number offering additional information and the opportunity to request a free information pamphlets of Egg facts and various information.
*Promotional material – These items is expected to increase the visibility of the Eggs-cellent Eggs Campaign, such as postcards, T-shirts, caps, and refrigerator magnets.
Communication Vehicles:
The Egg Board will use a number of communication vehicles to achieve its public relations. Among the public relations tactics the Egg Board will employ are included:
Press kits — (which contains news release, background information, a fact sheet, and a VNR). Press Kits will be sent to school nutritionist, food, health, and lifestyle editors of magazine and newspapers, Food, health, and lifestyle producer of television stations, gyms, food, health, and lifestyle editors of online publications.
News releases — to keep the media informed of the latest news in health and nutrition, e.g., information on good and bad cholesterol, trends in eating, and to inform the media of up and coming events. Each news release will be special to the targeted vehicle.
VNR (Video New Release) — The American Egg Board will produce a VNR that includes general to specific information on eggs. Such as nutritional facts, health benefits and research to portray eggs in a positive way.
PSA (Public Service Announcement) — The American Egg Board will produce two PSA (TV. 30 sec & Radio 60 sec ) that includes general to specific information on eggs. Such as nutritional facts, health benefits and research to portray eggs in a positive way.
Evaluation:
The Public Relations plan will be closely monitored and evaluated to ensure the effectiveness of the Public Relations program. The evaluation methods includes: surveys (e.g., survey following the special event and at the end of the campaign), sales and content analysis. Analysis of media clippings and post surveys will detect any change in perception of the egg and any change in eating or nutritional habits. The number of website visitors and toll-free callers will be a quantifiable determinant of reach. The number of request for information will show the demand for information on egg nutrition, egg recipes and health advice. Monitoring a change in the U.S. per capita consumption of eggs will determine the success of the campaign.
Estimated Campaign Expenses
Promotional
Pamphlets $50,000
School Program $24,500
POP Promotion $3,120
Health Clubs $31,2000
Editor’s Menu $15,000
Menu Updates $11,000
Communication Tools
Press kit $5,000
VNR $65,000
PSA $75,000
Spokesperson $180,000
Eggmunch $75,000
Evaluation Cost
Total Cost $499,420
Notes to the Estimated Campaign Expenses:
1. Pamphlets – 500,000 will be printed at a cost of $.10 per pamphlet
2. School Program – this includes 1-million handouts (cost: $.01 each), 30,000 posters (cost: $.15), and 5,000 nutrition guides for educators ($2 per guide).
3. POP Advertising – this includes a POP display in major supermarkets through the US for an average of 200 per state 10,400 total ($.15 per display)
4. Health Clubs – 5,200 top/popular health (Average 100 per state), (cost: $6 per package including shipping cost)
5. Editor’s menu & binder – 200 produced (cost: $10,000 preproduction, and $6 per copy including shipping cost)
6. Menu Updates – two planed estimated cost: $5,000 preproduction and $5 per update including shipping cost.
7. Press Kit – includes slides, pictures, eggmunch invitation, news release, fact sheet, T-shirt, VNR (note 8).
8. VNR (Video News Release) – production cost: $55,000, copies are $5 each.
9. PSA (Public Service Announcement) – production cost: TV. $50,000 copies are $5 each; Radio cost $10,000 copies are $3 each.
10. Spokesperson – $130,000 salary for 12 months and $50,000 for travel and related expenses.
11. Eggmunch (special event) – cost includes park permit/usage fee ($10,000), staff of 25 (5 workshop leaders at $200, 5 cooks at $200, and 15 helpers at $100); PA system and DJ $5,000, rental items, food ($15,000), and promotional items: spatulas, T-shirts and refrigerator magnets. Accomadation for up to 1,000 persons.
Media List
Consumer Magazine
American Fitness
American Health
Better Health Magazine
Better Nutrition
Body Mind Spirit Magazine
Conscious Choice
Consumer Reports on Health
Cosmopolitan
Cooking Light
Country Living Healthy Living
Current Health
Elle
Eating Well
Essence
Family Circle
First for Women
FIT Magazine
Fitness
Glamour
Harper’s Bazar
Health
Healthy Kids
Ladies Home Journal
Living FIT
Mademoiselle
Marie Claire
McCalls Magazine
Mirabella
Men’s Fitness
Men’s Health
Ms.
Muscle & Fitness
Natural Health: The guide to well being
New Women
Nutrition Health Review
Parenting Magazine
Prevention
Redbook
Self
Shape
Vogue
W
The Walking Magazine
Wellness Quarterly
Woman’s Day
The Woman’s Journal
Woman’s World
Working Mother
Working Woman
TRADE Magazine
Journal of Food Science
Journal of Nutrition
Natural Foods Merchandiser
Nutrition Research Newsletter
Nutrition Reviews
Nutrition Today
Supermarket News
Newspapers
Major Morning Dailies
USA Today-Arlington, VA
The Wall Street Journal- New York, NY
Top Daily Newspapers (Based on the highest circulation)
Wall Street Journal – New York, NY
USA Today – Arlington, VA
New York Times – New York, NY
Los Angeles Times – Los Angeles, CA
Washington Post – Washington, DC
Daily News – New York, NY
Chicago Tribune – Chicago, IL
Newsday – Melville, NY
Houston Chronicle – Houston, TX
Detroit Free Press – Detroit, MI
Chicago Sun-Times – Chicago, IL
Dallas Morning News – Dallas, TX
San Fransico Chronicle – San Fransico, CA
Boston Globe – Boston, MA
Philadelphia Inquirer – Philadelphia, PA
The Star Ledger – Newark, NJ
New York Post – New York, NY
Arizona Republic – Phoenix, AZ
The Plain Dealer – Cleveland, OH
Star Tribune – Minneopolis, MN
San Diego Union Tribune – San Diego, CA
Miami Herald – Miami, FL
St. Petersburg Times – St.Petersburg, FL
Orange County Register – Santa Ana,CA
The Oregonian – Portland, OR
Baltimore Sun – Baltimore, MD
Rocky Mountain News – Denver, CO
St. Louis Post-Dispatch – St. Louis, MO
Atlanta Constitution – Atlanta, GA
Denver Post – Denver, CO
Boston Herald – Boston, MA
San Jose Mercury News – San Jose, CA
Radio (Top 20 DMA)
#1 New York, NY
WABC-AM – New York, NY
WMXV-FM – New York, NY
#2 Los Angeles, CA
KABC AM
KBIG FM
#3 Chicago, IL
WVAZ FM
WGN AM
#4 Philadelphia, PA
WHAT-AM
WHYY-FM
#5 San Francisco, CA
KALW FM
KCBS AM
#6 Boston, MA
WGBH FM
WMJX FM
#7 Washington, DC
WMAL-AM
WJKF-FM
#8 Dallas-Ft.Worth, TX
KERA-FM
KNON-FM
#9 Detroit, MI
WDET FM
WDTR FM
#10 Atlanta, GA
WGST AM
WQXI AM
#11 Houston, TX
WGST-AM
WRFG-FM
#12 Seattle, WA
KOMO-AM
KVI-AM
#13 Cleveland, OH
WMMS-FM
WCBS-FM
#14 Minneapolis-St.Paul, MN
WCCO-AM
WMNN-AM
#15 Tampa/St. Petersburg, FL
WHNZ AM
WRBQ AM
#16 Miami/Ft. Lauderdale, FL
WSHE FM
WHQT FM
#17 Phoenix, AZ
KESZ FM
KTAR AM
#18 Denver, CO
KHOW AM
KOA AM
#19 Pittsburgh, PA
KDKA-AM
WTAE-AM
#20 St.Louis, MO
KWMU-FM
WGNU-AM
Special Radio Food Programs:
21st Century Nutrition’- WEDO-McKeesport, PA
Eat Right Las Vegas’ – KORK- Las Vegas, NV
Food for thought’ – WCCO- Minneapolis, MN
Great Recipies with Lynn Paska’ – WHRL – Albany, NY
Your Health’ – USA Radio Network – Dallas, TX
Television
Family Programs
47 Family Magazine – KWHB – Tulsa, OK
American Family – NET network – Washington, DC
CTN Today – WCLF – Clearwater, FL
Today’s Family – KTVT – Ft.Worth, TX
Today’s Family – WTGL – Orlando, FL
Food
Getting Healthy – TV Food Network – New York, NY
Healthy Alternatives – Cablevision of Framingham Inc., Framingham, MA
Healthy Living – Fit TV – Virgina Beach, VA
In Food Today – TV Food network, New York, NY
Health
A Healthy Perspective – Marcus Cable – Sheboygan, WI
Call the Doctor – WFMZ – Allentown, PA
Changing Habits with Caryl Ehrlich – Time Warner Cable of New York City-New York, NY
Fox for Health – FNC-New York, NY
For your Health – WTCI – Chattanooga, TN
Get the Facts – Cabel TV of Kennebunk- Kennebunk, ME
Getting Healthy – TV Food Network – New York, NY
Health Beat – WTVE – Reading, PA
Health Call – WLAE – New Orleans, LA
Health Matters – Mestar Communication – Allentown, PA
Health Today – WMGM – Concord, NJ
Healthy Living – Fit TV – Virgina Beach, VA
Healthy TV – Healthy Television Production – New York, NY
BIBLIOGRAPHY
Mogelonsky, Marcia: “Eggs get Rehabilitated”
American Demographics, pg. 30, August 1997
O’Neill, Molly: “After the Fall: Humpty Dumpty Regains His Throne”
The New York Times, pg. F1, September 24, 1997
Kolata, Gina: “Scientists Ease Up On Fear of Eggs”
The New York Times, pg. F3, September 24, 1997
The Lifestyle Market Analyst 1997 Chicago: 5RDS/Polk Co., 1997
Bacon’s 1997 Media Directories Chicago: Bacon’s Information Inc., 1997
www.usda.gov
www.unitedegg.org
www.cpit.gor
www.aeb.org
www.fightbac.org
www.enc-online.org
www.jesadv.com
Additional Sources of Infromation
* In-person interviews were conducted with members of the target audience
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