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Public Relations Plan A proposal for Good to Go

By Team Verde December 2008

Local Store Launch National Awareness Campaign


Team Verde Public Relations

Account Executive Researcher Writer Editor Designer Producer

Rachel Ward Amanda Stageman Marie Wittig Stephanie Trifone Alexis Stoxen Caitlin West


Executive Summary Good to Go Team Good to Go ECOnvenience Center is a vibrant, pioneering convenience store company that offers customers the opportunity to live green without significantly changing their daily routine. Our plan for the launch of Good to Go ECOnvenience Center’s first outlet seeks to highlight the unique, innovative aspects of the company through raising awareness of Good to Go on the national and local level and developing Good to Go’s brand identity. Throughout all aspects of our plan, we will strive to establish Good to Go as the store where customers can find

convenience with a conscience.

Our plan will raise awareness and develop the Good to Go brand through a wide variety of concepts that focus on several audiences. On the national level, we will target various news and trade publications to gain national media coverage. On the local level, we will reach out to three primary audiences, targeted by generation: baby boomers, Generation X and Generation Y. Research into these three target audiences provided important insight into the tactics that will resonate most effectively with each group. The national objectives, strategies and tactics focus on gaining legitimacy and recognition for Good to Go as an environmentally aware, consumerfriendly company. We will pursue stories about Good to Go’s green technologies in respected national news and trade publications and seek out awards and partnerships that will enhance Good to Go’s reputation as a store that truly offers convenience with a conscience. The local objectives, strategies and tactics focus on reaching out to the Grand Chute community where the first Good to Go ECOnvenience Center will open. We will seek to raise awareness and develop the brand identity of Good to Go through reaching out to local media, hosting a grand opening event that engages the community, developing interesting and eye-catching advertisements and employing creative guerrilla marketing techniques. We will also gain customer loyalty through establishing meaningful relationships with the local community. We will evaluate the success of our plan through surveys, media monitoring and focus groups.

-Team Verde


Contents Research

Environmental Scan........................................6

Media Scan....................................................9

Primary Research.........................................10

Surveys..................................10

Interviews..............................19

Swot Analysis..............................................21

Target Audiences.........................................22

PR Plan

National PR Plan..........................................25

Local PR Plan..............................................30

Budget.......................................................40

Timeline.....................................................42

Appendix

i. Media Scan...........................44

ii. Interviews...........................53

iii. Post-Opening Survey...........64

iv. National Media Kit................65

v. Local Media Advisory.............69

vi. Local Press Release..............70

vii. Media Contacts...................72

viii. Media Timeline..................74

ix. Examples............................75

ix. Sources..............................81


Part I:

Research


Environmental Scan Technological To keep up with the demand for companies to act more socially and environmentally conscious, businesses have taken steps to decrease their environmental footprint. However, not until recently have companies implemented a green approach from the ground up. An increasing number of companies in all industries are trying to incorporate green building, specifically in the form of LEED (Leadership in Energy and Environmental Design) standards and certification. There are constantly new innovations and technologies available in green building, so timeliness is always an issue. Because LEED building is becoming more common, the media is starting to look for new or unique aspects of green building to cover. In green stories and media coverage, a green building must have something unique to stand out from the rest. Although green building is widely accepted for the most part, one of the few objections to green building is the question of whether or not green building distracts from basic building fundamentals. Another objection to green gas stations is that most of them sell regular unleaded gas that contributes to many environmental issues.

Political Oil and fuel sources are a hot topic in today’s politics. It affects political elections and the engineering of new cars and fuels. Recently, there are more environmentally friendly fuel options available to American drivers. There has also been a major shift in the automotive industry to provide cars that run on alternative fuels as opposed to the regular unleaded gasoline. A recent local report by the Sierra Club and the United State Steelworkers reported that 340,000 Wisconsin workers would benefit from the use of energy efficient and alternative fuels and that going green offers more opportunities for jobs in cellulosic biofuels, mass transit, energy efficient automobiles, solar and wind power. Many European countries provide incentives for drivers of bioethanol cars. A growing number of motor giants led by Saab, Ford and Volvo offer vehicles powered by bioethanol fuel, which cuts CO2 emissions by up to 70 percent. Sweden, France, Germany, Holland and Ireland all have incentives for drivers of bioethanol cars and an increasing number of filling stations that sell the fuel. In 16 Swedish cities drivers of biofuel cars get free parking spaces. Sales of green cars are set to top 30,000 in Sweden this year and make up nearly ten percent of all new motor sales. Environmental protection is a less important motivation in the UK, France, Spain and the Netherlands, with only 10 to 15 percent of motorists buying premium diesel for this reason. While most motorists undoubtedly care about the environment, they often place greater importance on other fuel attributes, which fuel retailers need to consider in their marketing strategies. Here in Wisconsin, green issues are being thoroughly addressed in Madison and Milwaukee, especially through the efforts to create more “green-collar� jobs and to work with local businesses on energy innovation. However, Governor Jim Doyle has been making statewide efforts to bring green issues to the forefront of all Wisconsin communities, including the appointment of a Task Force on Global Warming and increases in funding for clean energy initiatives.

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Environmental Scan

Social The green movement is one that is favored by many, if not most, people around the world. For those that are very environmentally conscious, going green is more of a lifestyle than a movement. There are many social and political groups that are dedicated to the cause of going green. It is rare to find someone that is against becoming more environmentally friendly. Those who are against it do not necessarily disagree with the cause, but rather do not want to put in the extra effort. Locally, Milwaukee ranks 16th on a list of greenest cities, and is in the “Top Ten” for its usage of green roofs. In regards to automated vending machine convenience stores (including Shop24), customers seem to be optimistic for the most part. In different areas of Europe, Shop24 machines are doing well with more than 60 million consumer transactions in 160 locations. Customers like the convenience and 24-hour availability of the futuristic machines. In many European locations, vending machines are being used for new and innovative purposes. There is developing technology in the vending machine business, making it an area to invest in. One objection to vending machine convenience stores is that it takes away jobs from store clerks. Also, there is usually not an employee on standby to help right away if there are technical difficulties with the machine. There is also a question of stocking the machine and dealing with perishable items. Lastly, some people view the machines as eyesores rather than hip and futuristic. To date, there has not been much research done about green car washes. This means that the issues is relatively new in the green building movement. At this time, it will be important to conduct primary research to find out potential customers’ views on this topic.

Economic Many companies have experienced success with Shop24 automated convenience store vending in Europe and the United States. All Seasons Services is the first American company to open a 24-hour automated convenience store on a college campus in Morrisville, New York. Another automated convenience store was opened in Washington. Both stores have been successful, citing the benefits of lower labor costs, real estate costs and number of thefts. Most customers are very much in favor of the new Shop24 because of its 24-hour availability. Business investors are becoming increasingly aware of the opportunity that lies within automated convenience stores. As the international community faces costs in the trillions to address climate change, businessmen are increasingly becoming aware that changing the world — can be an opportunity as well as a cost. A recent report finds that some $1 trillion in green business opportunities await creative entrepreneurs. Some of the negative aspects to automated convenience vending machines are the issues of stolen machines, product spoilage, and time commitment for the owner.

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Environmental Scan

Competition Express Convenience Center

Express Convenience Center is a small chain of convenience stores. They are primarily located in Northeast Wisconsin and the Fox River Valley, with eight stores in Appleton. Express bases their business on their motto, “not just in your community, but part of it.” They have a rewards program and gift cards. 730 E Wisconsin Ave, Appleton, WI 306 N Richmond St, Appleton, WI

Kwik Trip

Kwik Trip is a larger chain of convenience stores located in the Midwest (Wisconsin, Minnesota, and Iowa). It’s the most saturated convenience store in the Appleton area. Select locations include a car wash, bakery, café, or ice cream shop. Kwik Trip focuses on families by offering a free cookie, donut, or bagel if you buy a certain brand of milk. They also have a kid’s section on their web site with coloring pages. 650 W Northland Ave, Appleton, WI 3825 W Wisconsin Ave, Appleton, WI 3721 W College Ave, Appleton, WI 1342 W Prospect Ave, Appleton, WI 3232 S Oneida St, Appleton, WI

Motomart Convenience Stores

Motomart is a large chain of convenience stores located in Minnesota, Wisconsin, Illinois, Missouri, Ohio, and Indiana. They have a loyalty program, but don’t differentiate themselves from other convenience stores. 3225 W Glenpark Dr, Appleton, WI

Open Pantry Food Mart

Open Pantry is a small chain of convenience stores located mainly in Wisconsin and parts of Illinois. Its primary focus is on food and coffee, with fuel as secondary. 3314 W Spencer St, Appleton, WI

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Media Scan As a team, we were able to conduct an extensive media scan that covers an array of media outlets and story topics. These include: coverage of Good to Go, national environmental trends, Wisconsin environmental trends, positive and negative perceptions of vending machines, world trends in vending machines, European trends in green gas stations, American trends in green gas stations, and green car washes. We were also able to find some video news coverage of Shop 24’s around the world. Through our media scan we were able to determine the following: There is currently minimal coverage of Good to Go in the media. Possible negative effects of green buildings include overlooking basic building fundamentals. Wisconsin workers benefit from the use of energy efficient and alternative fuels. There are more positive than negative articles about vending machines, including articles about Shop 24’s success at Morrisville State College in New York. New trends in vending target more educated consumers by offering healthier snack options. There is a booming trend of usage of E85 fuel. In Europe, there are many bioethanol cars along with gas stations using solar powered pumps. In Los Angeles, Oregon, and Beverly Hills, there are gas stations capitalizing on green aspects such as solar panels, biofuels, and rainwater collection systems. There is only one mention of another car wash that uses an eco-recycled water system. Although there are articles about similar gas stations opening up around the country, none of them offer the same eco-friendly combination of services as Good to Go does. Please see Appendix A for a more in-depth summary of each article. Convenience with a Conscience

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Primary Research The following primary research consists of qualitative surveys and interviews. We studied a wide sample of random Wisconsin residents. The surveys were distributed to 50 individuals randomly with no preference to demographics. A sample of the survey is provided along with frequency data of the the 50 individual surveys. The interviews were administered to three or four people from each target audience generation (Generation Y, Generation X and baby boomers), both males and females. A synopsis of the interviews is provided. The full interview responses can be found in the appendix.

Survey Questions 1. Do you use an automobile? Yes No 2. Besides the price of gas, which of the following features are important to you in choosing a gas station? Please pick your top three choices. ___Location ___Different gas options ___ Offers alternative fuels (E-85, etc.) ___ Convenience ___ Food mart and variety of food ___ Providing Car wash ___ Benefits to your community ___ Fresh coffee ___ Cleanliness ___ Good customer service ___ Environmentally friendly ___ Offers a gas credit card ___ Other (please describe)_________________________ 3. How likely would you be to choose an environmentally responsible or “green� gas station over other gas stations? Very Unlikely Unlikely Neutral Likely Very Likely 4. Would you be more likely to choose an environmentally responsible gas station over another gas station if you did not incur any extra costs? Yes No

4b. If yes, do you think businesses that are LEED certified are better than those that are not? Yes No 5. Would you be willing to drive out of your way to go to a gas station or convenient store that is environmentally conscious? Yes No 6. If yes, how many miles would you be willing to travel? Unwilling 1-4 miles 5-9 10-15 6+ 7. If a gas station offered the following, which would motivate you to go there? Please check all that apply. ___ Water-preserving car wash ___ Cheap car wash ___ E-85 gasoline ___ Unleaded gasoline ___ Energy-efficient convenience store with green roof ___ Automated convenience store (vending) 8. What is your age range? Under 20 20-30 31-45 9. What is your sex? Female

46-65

Over 65

Male

10. What is your marital status? Single Married

Other

11. Do you have children? Yes No

4a. Do you know what LEED certification is? Yes No

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Primary Research

Synopsis of Survey Responses The following is data from surveys distributed on behalf of Good to Go. Fifty people from the Greater Milwaukee and Grand Chute areas were surveyed. The frequency data was generated though an SPSS file. Each question from the survey is broken down and analyzed in the following synopsis.

Identifying drivers The first question of the survey asked whether participants use a car. Due to the industry being studied, only people with vehicles were surveyed. Therefore, this question was intended to prevent people without vehicles from having to fill out the entire survey. All participants reported using a vehicle.

Do you use a car? Cumulative Frequency Valid

Yes

50

Percent 100.0

Valid Percent 100.0

Percent 100.0

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Primary Research

Choosing green gas stations over other gas stations Survey participants were asked how likely they would be to go to an environmentally friendly gas station over a regular gas station. The majority of participants said that they would be more likely to go to a green gas station. Only a small sample of participants said they were unlikely or very unlikely to go to a green gas station.

Would you choose a green gas station over other gas stations? Cumulative Frequency Valid

Missing Total

Percent

Valid Percent

Percent

Very Unlikely

3

6.0

6.1

6.1

Unlikely

3

6.0

6.1

12.2

Indifferent

10

20.0

20.4

32.7

Likely

23

46.0

46.9

79.6

Very Likely

10

20.0

20.4

100.0

Total

49

98.0

100.0

1

2.0

50

100.0

System

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Primary Research

Choosing green gas stations over other gas stations for no extra cost/time Survey participants were asked a follow-up question to the previous question, asking whether they would visit a green gas station if it did not require any extra cost or time on their part. Ninety percent of participants answered that they would be willing to do this. This question was intended to discover whether people value environmental consciousness more than time and money. The data shows that people value time and money above being green. If the needs of time and money are met, then people may be willing to consider making environmental choices. This suggests that Good to Go may be able to attract more new customers if they emphasize that their gas station is comparable to alreadyestablished gas stations in terms of time and cost. Differentiation as a green gas station may not be enough to create a customer base unless Good to Go stays competitive in other areas as well.

Would you choose a green gas station over others for no extra cost/time? Cumulative Frequency Valid

Total

Valid Percent

Percent

Yes

45

90.0

91.8

91.8

No

4

8.0

8.2

100.0

49

98.0

100.0

1

2.0

50

100.0

Total Missing

Percent

System

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Primary Research

Knowledge of LEED certification Survey participants were asked if they knew what a LEED certification is. Participants were more likely not to know what LEED is. This question was intended to discover whether it would be a good marketing point to publicize Good to Go’s LEED certification to consumers. The data suggests that the average person may not know what LEED is if Good to Go were to advertise it. For that reason, if Good to Go uses its LEED certification as a differentiator in the market, it should always describe or define what LEED certification is and what it means to the company.

Do you know what LEED certification is? Cumulative Frequency Valid

Percent

Valid Percent

Percent

Yes

16

32.0

32.0

32.0

No

34

68.0

68.0

100.0

Total

50

100.0

100.0

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Primary Research

Preference of LEED buildings over non-LEED buildings If participants knew what LEED was they were asked to say whether they thought more highly of companies that have LEED certifications as opposed to companies that do not. The data was very split on this point. This data suggests that LEED may not be something that Good to Go should focus too heavily on in terms of marketing and advertising.

Do you think better of buildings with LEED certification? Cumulative Frequency Valid

Missing Total

Percent

Valid Percent

Percent

Yes

7

14.0

38.9

38.9

No

6

12.0

33.3

72.2

Indifferent

5

10.0

27.8

100.0

Total

18

36.0

100.0

System

32

64.0

50

100.0

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Primary Research

Willingness to drive to a green gas station Survey participants were asked whether or not they would be willing to drive out of their way to go to a green gas station. If they answered yes, they were asked to choose how far they would be willing to drive to get to a green gas station. Our data shows that the majority of participants would be willing to drive one to four miles out of their way to get to a green gas station. The second most frequent answer was that participants would be unwilling to drive out of their way to go to a green gas station. This data suggests that most people will only visit green gas stations if it is on their normal route or close to their home or work. This means that the location of Good to Go stores will be imperative in attracting frequent visitors. How far would you drive to a green gas station? Cumulative Frequency Valid

Percent

Valid Percent

Percent

0 Miles/ Unwilling

12

24.0

24.0

24.0

1-4 Miles

29

58.0

58.0

82.0

5-9 Miles

6

12.0

12.0

94.0

10-15 miles

2

4.0

4.0

98.0

16 + Miles

1

2.0

2.0

100.0

50

100.0

100.0

Total

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Primary Research

Preferences in gas stations Survey participants were asked to choose three features that are important to them in choosing a gas station, excluding price of gas. The following shows the frequency of how often each option was selected. They are ranked from most preferred to least preferred. Some participants chose more than three options, which is why numbers may not perfectly reflect the specifications of the question. Almost every participant chose location as one of the most important preferences when choosing a gas station. This should resonate with Good to Go as it continues to expand and choose new locations. Stores should be built near homes and workplaces if Good to Go wants to attract customers. Even if it is a “green� store, people will not go there if it does not have a good location. The next most frequent preference was convenience. Location Convenience Cleanliness Good customer service Different gas options Alternative fuels

43 34 19 12 9 9

Environmentally friendly Food mart and variety of food Offers a gas credit card Fresh coffee Car wash Benefits to the community

7 6 4 3 2 2

Those taking surveys were also asked which options would motivate them to go to a new gas station. The following shows the frequency of how often each option was selected. They rank from most motivating to least motivating. Participants were allowed to choose as many options as applicable. Some participants did not choose any options. The most common answer from participants was that a new gas station would need to carry unleaded gas. This is important for Good to Go to know. Although they will emphasize having E85 gasoline, Good to Go must offer and market unleaded gas in addition to E85 gasoline if it wants to attract enough customers to its stores. The second most common answer was a cheap car wash. This is also important for Good to Go to keep in mind. Since the car wash will be a big differentiator for the company, it will be important that Good to Go can always advertise the car wash at competitive prices. Unleaded gasoline Cheap car wash Water-preserving car wash E85 gasoline Energy-efficient convenience store Automated convenience store None of the above

27 20 14 10 10 4 1 (written in) Convenience with a Conscience

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Primary Research

Survey Demographics The following are the demographics of the survey participants in terms of age, sex, marital status and children. Because this was a random-sample survey, the breakdown of demographics is not equal. The age groups are broken up by generations. The 30 years old and under group represents Generation Y. The 31 to 45 year old group represents Generation X. The 45 to 62 year old group represents the baby boomers. The 65 and over age range is under-represented in this survey data. Age Cumulative Frequency Valid

Percent

Valid Percent

Percent

20-30

17

34.0

34.0

34.0

31-45

16

32.0

32.0

66.0

46-65

16

32.0

32.0

98.0

1

2.0

2.0

100.0

50

100.0

100.0

Over 65 Total

Sex Cumulative Frequency Valid

Percent

Valid Percent

Percent

Female

20

40.0

40.0

40.0

Male

30

60.0

60.0

100.0

Total

50

100.0

100.0 Marital status Cumulative Frequency Valid

Missing Total

Percent

Valid Percent

Percent

Single

24

48.0

49.0

49.0

Married

22

44.0

44.9

93.9

Other

3

6.0

6.1

100.0

Total

49

98.0

100.0

System

1

2.0

50

100.0

Children Cumulative

Valid

Missing

Frequency

Percent

Valid Percent

Percent

Yes

28

56.0

57.1

57.1

No

21

42.0

42.9

100.0

Total

49

98.0

100.0

System

Total

1

2.0

50

100.0

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Primary Research

Interview Questions 1. How would you define the concept of being “green�? 2. How do you feel about the green movement? Do you support it? Why or why not? 3. What, in your opinion, are the positive/negative effects of including green choices in your life? 4. Is there a certain gas station, or chain of gas stations, that you go to on a regular basis? If yes, why this particular gas station? 5. Would you be willing to go to an eco-friendly gas station? If yes, how far would you be willing to drive to go to one? 6. How would you feel about all of the items in a gas station convenience store being put into a large vending machine? The machine would accept credit/debit cards and cash. There would be one clerk during normal business hours to help with questions. 7. What is your primary news/information source? 8. What is your age/sex/marital status? Do you have any children?

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Primary Research

Synopsis of Interviews Interviews

Ten interviews were conducted on behalf of Good to Go. All survey participants were residents of Wisconsin. Participants fell into one of three generational categories: Generation Y, Generation X or baby boomers. These categories correlate with the targeted audiences of the campaign. Breaking up interviews into the three generational categories will help us to better understand the most effective way to market Good to Go to our three main target audiences. The following is an analysis of the compiled interviews.

“Going Green”

Overall, participants were supportive of the general green movement. Almost all of the participants agreed that making green choices helps improve the environment for future generations. One participant said that green planning is something that brings her family closer together. However, the most common negative aspect mentioned for supporting a green lifestyle was that green choices sometimes cost more time and money. However, all of the participants agreed that they would be willing to choose an environmentally friendly gas station over competitors, but only if it did not include any extra time or costs. This is something Good to Go should keep in mind when establishing price points and future locations.

Cheap Is Good

When asked, “Is there a specific gas station that you go to on a regular basis?” all of the respondents indicated their choice was dictated by price and convenience. In addition, all were willing to choose an environmentally friendly gas station over another if the prices were comparable to competitors. This suggests that the ultimate deciding factor for consumers when choosing a gas station is price. If the price is not comparable, consumers will have no problem going elsewhere.

Automated Vending Convenience

Most, but not all, of the respondents reacted unfavorably towards the idea of an automated convenience store. The most common reasoning was that it takes away personal interaction with other people. Surprisingly, younger generations were most opposed to the vending machine, even more so than older generations. This contradicts common perceptions that young people are attracted to anything involving new technology. One participant said that it has the potential to be more convenient compared to self-check outs at the grocery store. This data may be promising for Good to Go because it suggests the vending machine will not turn away older generations.

Media Habits

For all of the generations, television and radio were the primary news sources listed by the participants. Print newspapers and online sources were listed as secondary.

Please see Appendix II for results of each interview.

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SWOT Analysis Strengths Conservation of water Innovative green roof Low labor costs Multiple fuel options Accessibility Self-sufficiency Surge of tech-savvy consumers Enthusiasm by owner and company Differentiate among competitors Provides choices Sustainable

Opportunities Political environment against foreign oil High revenue due to low operating costs Provides the beginning of a new green lifestyle Green movement is on the rise Leading by example for other businesses Potential to develop on a large scale

Weaknesses Small target market Small staff Lack of customer service which can lead to brand loyality Potential malfunctions with machines Not all cars can use E-85 fuel Education for first time users Vending machines only allow one user at a time Multiple purchases at vending machines No brand identity Lack of a back up plan Failure to meet deadlines Low-level LEED certification

Threats Older generations who have disposable income may not understand the green movement Local businesses offer the same products Vending stereotypes: seeing vending machines as a last resort Personal interaction provided by other businesses Credit cards already affiliated with gas stations Saturated market Economic Recession Questionable opening date

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Target Audiences Primary Audiences This public relations campaign will target green supporters in three generations ­— Generation Y, Generation X and baby boomers. Due to the fact the average age of residents in Grand Chute is 36 years old, our primary audience will be Generation X: adults 31 to 45 years old. Our two secondary audiences will be green users under the age of 30 (Generation Y) and adults 45 to 62 years old (baby boomers). There will be specific tactics that will target each of the audiences. The following summarizes our three target audiences.

Generation Y: Age 30 and under; 70 million members

Generation Y is the generation of technology. This age group grew up using the Internet, iPods, Facebook and MySpace. Cell phones are the main line of communication for Generation Y, although they also use social media. Generation Y is expected to be financially savvy with early plans to start saving for retirement. Although they are career focused, they are more concerned about quality of life than previous generations. Generation Y is very receptive to environmentally-conscious messages and causes. In a Maritz Research poll, 50 percent of Generation Y said that environmental messages influence their shopping behavior. 46 percent said they would shop at a retailer more if it was environmentally friendly, and 47 percent said they would be willing to pay more for environmentally friendly products, services or brands. However, according to the new study from ICOM Information & Communication, men and women age 25 to 34 are among the least likely to buy green products. A possible explanation for this is that Generation Y is becoming more cynical and is less likely to believe a marketer’s claims.

Generation X: Age 31 to 45; 44 million members

Generation X is characterized by a take-control attitude, independence and pragmatic mentality. Currently, Generation X is in the process of building careers, buying houses and having children. As a generation, they are conservative and sensible in matters of money. Television and radio are the primary sources of news and information for the majority of Generation X members. Online news outlets serve as the secondary source of information for Generation X. Companies should not try to deceive Generation X. Rather, firms must be honest and accurate in the media if they want to reach Generation X. Humor, especially sarcasm, is a favorite of this generation. If you are going to capture one moment of Generation X’s valuable time, you better make it worthwhile. An amusing story with a great punch line and a good laugh is one way to do it.

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Target Audiences

Baby Boomers: Age 45 to 62; 77 million members

Baby boomers were the first generation to grow up watching TV and highly identified with their music. Boomers sought higher education and the majority of them are college educated. Baby Boomers value their time and are an individualistic generation who has a tendency to reject authority. As far as media habits, boomers tend to lean towards more traditional mediums. When it comes to getting their news, boomers still prefer newspapers. They are also not interested in blogs or social networking sites; they prefer more traditional media, like email. The attitudes of baby boomers are still very youthful. They do not want to be told they are aging and reject messages that tell them so. The age range of the boomers is so broad that marketers must remember some boomers are retiring and some could be starting families. Since boomers grew up in a time where people were starting to be concerned about the environment, they are very open to the green movement.

Secondary Audience Targeted Media

For this campaign we plan to target the media on both national and local levels. On the local level, we will target several news sources, including print media and television stations. Print targets will include the Appleton Post-Crescent, the city’s major newspaper, and the Appleton Scene, a trendy, monthly magazine that features a section entitled “Green Choices.” Although Appleton’s television stations are based in Green Bay, we also plan to target WFRV 5 (CBS affiliate), WBAY 2 (ABC affiliate), WGBA 26 (NBC affiliate) and FOX 11 (FOX affiliate). In terms of national media, Convenience Store News and CSP (Convenience Store/ Petroleum) Magazine are the two national trade publications that we will focus on targeting. We will reach out to the Environmental News Network, a major news source for environmental issues, to use as a media tool. We will also target Time and Newsweek magazines with stories as both publications offer additions that focus on green issues.

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Part II:

PR Plan


PR Plan The Plan Based on the research we have conducted and the feedback we have received from Good to Go, we have crafted this proposal for a public relations plan. This plan revolves around one common theme and aims to accomplish two main goals for Good to Go.

Campaign Theme: Convenience with a Conscience Primary Campaign Goal: To increase awareness and brand identity of Good to Go. Secondary Campaign Goal: To create customer loyalty for Good to Go. Message Strategy: Our message strategy focuses on the slogan of “Convenience with a Conscience.” All of our messages will tie back to this slogan, which will set Good to Go apart from other traditional convenience stores. “Convenience with a Conscience” builds a perception among our audiences of Good to Go as a store that allows them to be passively green. It uses a rational appeal that will inform our audiences of the ease in which they can minimize their impact on the environment.

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National PR Plan Objective 1 In order for Good to Go to be successful, people need to know about it. That is why the first focus of our public relations plan is to gain brand recognition for Good to Go on a national level. We will raise national awareness of the Good to Go brand through pursuing media coverage in national news outlets. Therefore, the first objective of our plan is to achieve 20 national media hits for Good to Go in 2009.

Strategy 1 In order to increase national awareness of Good to Go, we will facilitate brand visibility through national media coverage that focuses on the innovation, uniqueness and environmental consciousness of Good to Go.

Tactic 1 Electronic, PDF media kits will be sent to targeted convenience store trade publications, including Convenience Store News and CSP (Convenience Store/Petroleum) Magazine, following the grand opening of the first Good to Go ECOnvenience Center. The media kits will include press releases that focus on Good to Go’s unique qualities as a convenience store with automated technology and an environmentally-conscious design, an “about us” section that focuses on the facts and history of the company, an “in the news” section that details past news stories and a “contact us” section. We will follow up with the editors of these publications to pitch stories about the “Convenience with a Conscience” appeal of Good to Go. While these media kits do not target Good to Go’s direct customers, the press coverage will raise national awareness of Good to Go within the convenience store trade.

Tactic 2 In addition to trade publications, media kits will also be sent electronically to national print media outlets, based on their editorial calendars (see Appendix, page 64). We will target news publications that often focus on green issues, including TIME and Newsweek, in order to gain nationwide coverage of Good to Go and its use of innovative, environmentally-friendly technology. We will follow up with the editorial teams of these publications to pitch story ideas about Good to Go, aiming to gain coverage in editions that focus on green issues. Media coverage that results from these pitches will increase national awareness of the brand and attract the interest of local target audiences.

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National PR Plan

Tactic 3 Given Good to Go’s environmentally-conscious design, we will also utilize the Environmental News Network (ENN.com) as a target to assist in achieving national brand recognition. ENN is a nationally recognizable source of environmental news and information. The organization offers a press release service that distributes press releases to over 10,000 environmental contacts at media organizations across the nation and syndication partners that include Google, Reuters, and Yahoo News. Press releases are also posted on ENN.com, a website that receives over three million views per month. We will purchase ENN’s single press release package to publish a press release about the grand opening of the first store, following the event.

Evaluation In order to evaluate the success of this objective, we will examine how many instances of national media coverage we have achieved by December 31st, 2009. If we achieve twenty or more national hits, we will have successfully met our objective. This media tracking will be done in-house through our firm’s subsription to Cision.

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National PR Plan

Objective 2 National environmental groups present great potential for Good to Go. Whether it is to create a strategic alliance, establish a mutual sponsorship, or receive an endorsement, Good to Go should reach out to these groups. By associating with environmental groups in one way or another, Good to Go can reinforce their green initiatives and legitimize their commitment to being environmentally responsible. This will give Good to Go great thirdparty credibility and recognition among other businesses in the industry. Good to Go will be more successful if it collaborates with other groups in the environmental industry. Therefore, the second national objective is to identify and obtain at least two partnerships with green organizations for Good to Go to pursue by December 31st, 2009.

Strategy 1 For its first partnership, we recommend that Good to Go partner with national renewableenergy group Village Green Energy. Village Green enables businesses to reduce their environmental footprint by purchasing renewable energy and carbon offsets in the form of Renewable Energy Certificates. Village Green also provides customized marketing support to help your business communicate this environmental effort.

Tactic 1 In order to create this partnership, we will initiate the process by contacting Village Green. We will complete an online application at http://www.villagegreenenergy.com/ business-owners, or contact someone at Village Green for a customized quote, on behalf of Good to Go.

Tactic 2 After working with Village Green to determine logistics, we will begin the process of purchasing Renewable Energy Certificates to equate the amount of energy Good to Go stores use each month.

Tactic 3 Once a partnership with Village Green is established, we will take advantage of the suite of marketing solutions that Village Green offers to its partners. Village Green will issue a press release announcing Good to Go’s purchase and help disseminate it to local media. It will create website content describing Good to Go’s partnership with Village Green. Village Green will provide each participating Good to Go store with window signs and decals. It will also give Good to Go membership in green business organizations.

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National PR Plan

Tactic 4 In addition to the publicity efforts offered by Village Green, Team Verde will also generate its own publicity for Good to Go. Brochures, posters or other collateral will be created for display in each Good to Go location in order to directly inform customers about the energy certificates.

Strategy 2 For a second partnership, we recommend Good to Go establish a mutually-beneficial partnership with the We Campaign. The We Campaign is a grassroots project of The Alliance for Climate Protection, a nonprofit effort founded by former Vice President Al Gore. The We Campaign is open to crafting special partnership arrangements with organizations and companies whose interests and commitments align closely with the We Campaign and where a formalized agreement may provide special benefits to both parties.

Tactic 1 In order to create this partnership, we will first complete an application for a corporate partnership with the We Campaign online at http://www.wecansolveit.org/page/s/ partnershipcorp.

Tactic 2

We will follow up with the application process as necessary. Once a formalized agreement between the We Campaign and Good to Go has been established, Good to Go will be added to We’s list of grassroots partners. Good to Go will be displayed on We’s website and other collateral. Good to Go will be able to feature the We logo on its own website and marketing materials. This will reach all of our target audiences, and since the We Campaign is a recognizable organization, this partnership should resonate with these consumers.

Evaluation

Obtain two partnerships with green organizations by December 31st, 2009.

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National PR Plan

Objective 3 Good to Go should continue to be recognized for the environmentally-conscious efforts of its company. We will identify and pursue additional award opportunities, with the objective of Good to Go receiving at least two more awards by December 31st, 2009.

Strategy 1 We recommend pursuing awards for Good to Go through Greenbuild and The American Institute of Architects. Greenbuild offers awards during its annual International Conference and Expo. The American Institute of Architects offers several awards pertaining to different types of architecture, including green building.

Tactic 1 The first step will be to apply for each award online before its deadline. This may involve writing copy about the merits of the company and why Good to Go deserves the award.

Tactic 2 The second step will be to follow up on awards and do anything necessary to help Good to Go win the award.

Tactic 3 For every award won, we will find ways to inform Good to Go’s audiences about it, such as adding the information to the company blog, sending out press releases and putting up signs about the awards in stores.

Evaluation Receive two credible awards by December 31st, 2009.

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Local PR Plan Objective 1 In order to accomplish Good to Go’s goal of establishing top-of-mind awareness in the local market, we will need to increase awareness in each community where a new Good to Go ECOnvenience Center is opened. Therefore, the first local objective will be to increase awareness by 40 percent in each community by December 31st, 2009.

Strategy 1 Our plan aims to gain significant local news coverage of Good to Go. This will increase local awareness of Good to Go throughout the community where the new store is located. We will seek local news coverage with a targeted media campaign in advance of the grand opening of the Good to Go store. This media campaign will address the unique attributes of the Good to Go ECOnvenience Center and the grand opening events.

Tactic 1 In order to gain local coverage of the grand opening, media advisories will be emailed to local print and broadcast media approximately one month before the event. We will also post the event on the Appleton Post-Crescent’s online “Community Events” calendar and on the online message board of the Appleton Scene.

Tactic 2 Electronic, PDF media kits about the grand opening of the Good to Go ECOnvenience Center will be sent to local print media targets. The local media kits will be similar to the national media kits; however, they will be sent before the grand opening and the press release in the local media kit will focus specifically on the grand opening of the store. In order to gain local print coverage about the store and its unique, innovative and environmentally-friendly traits, these media kits will be sent to the Appleton Post-Crescent and Appleton Scene. Follow-up pitches will be made to editors. The Appleton Post-Crescent stories will target the baby boomer audience, while the Appleton Scene story will target potential Generation Y customers.

Tactic 3 A media kit about the grand opening will also be emailed to local television news targets, including WFRV 5 (CBS affiliate), WBAY 2 (ABC affiliate), WGBA 26 (NBC affiliate) and FOX 11 (Fox affiliate), in order to gain visual coverage before and after the event. In addition to the media kit, follow-up pitches will be made to the stations’ news directors. Media coverage that results from the televised press coverage will target the Generation X and baby boomer audiences.

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Local PR Plan

Strategy 2 We want people in each community to know about Good to Go as soon as a new store opens its doors. Therefore, we will promote the opening of the Good to Go ECOnvenience Center with a special grand opening event and corresponding promotional marketing. The grand opening for the Grand Chute, Wis. store will take place on Saturday, May 2 from 12 to 6 p.m. Both community members and the media will be invited to attend the event.

Tactic 1 We will center the theme of the grand opening around the slogan “Convenience with a Conscience.” The big draw of the grand opening will be the production of a globe sculpture made out of soda cans. The sculpture will be built throughout the day of the of grand opening in the parking lot of Good to Go. The concept is designed to have community members bring recyclable cans to the grand opening event and add one to the community sculpture. The completed sculpture will be entitled “We Can Change the World.” Three art students from Lawrence University will be hired to supervise and assist in building the sculpture. The students will meet with Good to Go staff in advance of the grand opening to prepare for the construction of the sculpture.

Tactic 2 A school-based, district wide competition will be conducted to promote the grand opening to elementary school students and their parents. To begin, we will contact the principals of all elementary schools in the Appleton Area School District with a letter about the Good to Go grand opening “We Can Change The World” sculpture event. The letter will invite principals to involve their teachers and students to bring recycled soda cans to the grand opening of Good to Go. We will follow up with a phone call to the principals. If the principals accept the invitation, the teachers will send a note home with the students that informs parents about the contest. Upon arriving to the grand opening event, students will tell a Good to Go representative what school they attend. The student will then sign one of his or her cans and it will be used in the creation of the sculpture. The remaining cans that the students bring will be recycled in a bin rented for the day of the grand opening. The winner of the contest will be the school with the highest participation rate among its students, and will receive the finished sculpture. In addition to winning the finished sculpture, an added incentive for students to attend the event will be a goodie bag for participating. The first 250 students will receive goodie bags that will include Good to Go automated convenience gift cards for five dollars, candy, and bouncy balls with the Good to Go logo. A brochure about the store will also be included for parents.

Tactic 3

We will include gift cards for Good to Go vending machines within the automated convenience store in order to promote the use of the machine to customers. This targets all of our audiences. On-site staff will inform grand opening attendees of the gift card opportunity.

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Local PR Plan

Tactic 4 We will send a direct mail piece to target audiences within a two-mile radius of the Good to Go ECOnvenience Center. The piece will promote the grand opening and invite them to attend the event.

Tactic 5 We will also give away free car washes on the Saturday of the grand opening, and advertise this incentive in a local newspaper a few days prior to grand opening day (See Local Strategy 3). Free car washes will create traffic and ideally increase attendance for the grand opening event. This tactic will target all of the target audiences and encourages our audiences to attend the grand opening.

Tactic 6 The first 250 customers who use the automated convenience store will receive a free tote bag with the Good to Go logo.

Tactic 7 We will allow people to sign up to receive informational emails about Good to Go. Additionally, we will use the database of email addresses for our survey that measures customer awareness. (See objective 2 evaluation)

We can change the world Contest Collect soda cans for your school’s chance to win Good to Go’s We can change the world

contest.

Here’s how you can help: 1. Bring cans to Good to Go’s grand opening on May 2, 2009. 2. Tell us what school you are from. Students will receive prizes and the winning school will win a sculpture made out of cans. Come represent your school and change the world with Good to Go.

Conve nienc e with a con scien ce.

For more information visit goodtogoecovenience.blogspot.com

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Local PR Plan

Strategy 3 In order to increase awareness, Good to Go’s message must reach as many people as possible. Sometimes the best way to reach the largest number of people is through advertising. Therefore, in addition to our promotional efforts, we will create an advertising campaign that emphasizes the “Convenience with a Conscience” message of Good to Go.

Tactic 1 We are trying to reach local audiences with these advertisements. Accordingly, we will place print ads in the local newspapers of the community. For the launch in Grand Chute, these newspapers will be the Appleton Post-Crescent and Appleton Scene. We will run five advertisements in the Post-Crescent before the grand opening. We will run five advertisement in Scene, which will run three weeks prior and two weeks after the grand opening. The newspaper advertisements in the Post-Crescent will be more likely to reach our baby boomer audience, while the Scene advertisement will be more likely to reach our Generation Y audience.

Tactic 2 Good to Go customers are drivers and car owners. Therefore, the best place to reach these consumers is in their car. If people can see the Good to Go message while in their cars, they may be more likely to stop at the store. We propose that Good to Go buy two billboard spots close to each convenience store location, or next to nearby highway exits. These billboards will have one of several cut lines with the the slogan: “Convenience with a Conscience.” These billboards will reach all of Good to Go’s target audiences.

ter ss wa for your

Use le

carwash than you do for your

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morning showe

Good to Go car washes only use two gallons of new fresh water.

Convenience with a conscience.

Convenience with a Conscience

33


Local PR Plan

Strategy 4 We do not want Good to Go to be limited by traditional promotional options. Good to Go needs ways to catch the attention of someone simply walking down the street. For that reason, we recommend that Good to Go implement guerrilla marketing techniques throughout each local city where a Good to Go store is located.

Tactic 1

ca co rb Re us ns on du in erv fo ce o g Go e w tpr you o at in r Ca d to er b t-rW G y o as ’s Co h! nv en ien Co wi ce ns th cie a nc e

R ca edu fil rbo ce Go l up n f you od w oo r Co n to ith tpr wi ven t i h Go E- int e Co n a c 85 -ns e ! cie at nc e

The first guerrilla marketing technique will involve green footprints placed on public streets and sidewalks around Grand Chute leading to Good to Go. These footprints will be stickers that can be stuck to the pavement. Each footprint will have a “green” message enticing the viewer to go to Good to Go, as well as Good to Go’s logo. These footprints should be placed around the city at least one month before the grand opening in order to start generating interest in Good to Go.

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Local PR Plan

Tactic 2 Sometimes companies need to do something quite extraordinary to be noticed. This kind of unconventional thinking doesn’t always fit properly into a PR plan. That is why we propose this guerrilla marketing technique as an innovative way to get attention. The purpose of this technique is to bring attention to the water-conserving car wash at Good to Go. The idea is to take an old junk car (it does not have to run), and make it watertight. Once the car is sealed from the inside, we will fill the car with 50 gallons of water -- the amount of water used in a typical car wash. The sides of the car will be shrink-wrapped with an advertisement that reads: “50 gallons. This is how much fresh water the average car wash uses. Good to Go only uses 2 gallons of fresh water.” This car, once completed, will be towed around Grand Chute and parked in various parking lots and public places for people to see. Beginning about one month before the grand opening, this car will start appearing around the city to catch attention and create intrigue.

ns. 50 GalloThis is how much water the average car wash uses. Good to Go only uses 2 gallons of fresh water on each car wash.

Convenience with a conscience.

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Local PR Plan

Strategy 5 In addition to creating Good to Go brand recognition through the media, we will facilitate online brand promotion with a national blog that also filters local information to the user by selecting a local city. Whereas websites can be very expensive to implement, a blog is free and can be reached just as easily through a Google search. The Good to Go blog will serve as supplemental informational material for audiences that are first exposed to media messages or for audiences that have seen the physical Good to Go building and want to learn more about its technology. The overall goal of the Good to Go blog is to encourage an interactive relationship between Good to Go and its potential and current customers.

Tactic 1 We will create an online Good to Go two-way blog, using Blogger.com. Creating the blog page will be free. Based on our primary and secondary research, we found that the younger generations, specifically X and Y, use online sources as a secondary source of news information. Their primary news source is television news. Although television coverage of Good to Go is ideal, it is probably only realistic during a major event or special promotion. During lull times when Good to Go is not receiving media coverage via television, web visibility will help to reinforce the Good to Go brand. Whether a potential customer sees coverage of Good to Go’s grand opening on the local news station or happens to get a glimpse of Good to Go’s logo while driving past the store, being able to go home and Google “Good to Go” and receive information will be satisfying for Good to Go’s younger target audiences.

Tactic 2 The Good to Go blog will be a national site that also filters local information to the site user by store location. Upon visiting the site, the user will be introduced with a homepage with Good to Go information that is applicable to all locations. The user can then opt to select a local Good to Go store from a list of national locations. Upon selecting a specific location, the user will be able to read information about a particular Good to Go store, its recent news and its involvement in the community.

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Local PR Plan

Tactic 3 The blog will also serve as an interactive two-way forum for Good to Go customers. Members of the community will be welcome to post other local green initiatives and nonprofit events on the community post board.

Evaluation We will evaluate the success of this objective in several ways. First, we will utilize pre- and post-grand opening surveys to measure consumer awareness. Three hundred people will be surveyed by five staff members hired for six hours. The pre-survey will be administered in Feburary 2009. Three hundred post-surveys will then be administered in November 2009. The post-survey will also be facilitataed by five hired staff members for six hours. This will be the key to measuring awareness. In addition, we will track local media hits with our firm’s subscription to Cision, aiming for 50 media hits in local news by December 31st, 2009. We will also examine the number of views on the blog, aiming for 1,000 views by December 31st, 2009. We will evaluate advertising success in print media by measuring the number of impressions as circulation times three.

Convenience with a Conscience How is Good to Go different? Good to Go provides an environmentally friendly alternative to the convenience and carwash industry. The environment and water usage are our primary focuses. We have formed a strategic partnership with a major producer of ethanol, a leading alternate fuel source, combined with our philosophy of preserving the environment through the use of green roofs, pervious concrete, highly efficient LED lighting, utilization of daylight and innovative storm water management techniquest, these LEED (Leadership in Energy and Environmental Design) certified elements will help promote the eco-friendly carwash opportunity. With use of pervious concrete we are able to capture the rain water to assist in the water supply for the carwash system. Compounding this opportunity with a sophisticated bacterial water reclamations system will reduce water usage from approximately 40 gallons per wash to two gallons per wash, will further protect the water supply. The two gallons will be capterured from the rain water holding tank.

Post a comment

Current Locations Grand Chute, WI

Our Partners

We Campaign

Feedback Post a general comment

E-85 Gasoline

What is it and who can use it?

Submit information for a local Good to Go digital community bulletin board Copyright 2008. Good To Go ECOnvenience Centers. All Rights Reserved.

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Local PR Plan

Objective 2

A secondary goal of our campaign is to create, develop and maintain customer loyalty. This is not the main focus of our plan, (which is made up of increased awareness and a developed brand identity), but we have included concepts that can be used to facilitate customer loyalty. Therefore, our second local objective is to increase customer loyalty (repeated purchases) by ten percent in each community where Good to Go stores are located by December 31st, 2009. We are merely suggesting some of these tactics that could be used as add-ons to the available budget.

Strategy 1

In order to create customer loyalty, Good to Go needs to establish meaningful relationships with the surrounding community of each Good to Go location. Community relations will increase brand loyalty through third-party credibility. Again, given the expense of implementing this strategy, some of the following tactics are merely options to consider.

Tactic 1 The first way to create community relations will be to reach out to the community in each Good to Go store. This will be done by providing a community bulletin board via television (utilizing AXIS TV) inside each Good to Go store. Members of the community will be able to post announcements and messages about eco-friendly choices on the television through the Good to Go website. Members of the community will be able to request postings via the Good to Go website that will be approved within 48 hours. This tactic targets the Generation X target audience, since they are likely to be active within the community and will seek out information about community events in electronic formats.

Welcome to Good to Go Conv

enience Center! Community

Did you know... Good to Go’s car wash uses only 2 gallons of fresh water per car wash? That’s 25 times less than all other car washes!

Need to get your message out? Please visit www. goodtogoeconvenience. blogspot.com

-Congratulations Appleton East High School Patriots women’s volleyball team who took 2nd in the state tournament. -Tickets for Grease on sale now at the Fox Cities Performing Arts Center.

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Local PR Plan

Tactic 2 (Optional) A second way to create community relations will be for Good to Go to sponsor a local youth sports team. Through this sponsorship Good to Go will be seen as an active member of the community, and they will also be cross-promoting themselves. Good to Go’s logo will be placed on the team’s T-shirts or jerseys. This tactic targets a primary target audience because Generation X will have children who play on local sports teams and they will therefore be exposed to the Good to Go logo.

Tactic 3 (Optional) A third way to develop community relations is for Good to Go to sponsor a water station at the Fox Cities Marathon. This race take place in the Appleton community and allows Good to Go to have it’s logo placed at the race. The Fox Cities Marathon is a highly regarded marathon which would allow for a lot of exposure. This tactic targets all audiences and allows Good to Go to be seen as a community player. Accordingly, those who participate in runs are active in a healthy lifestyle and usually more aware of “green” issues.

Tactic 4 (Optional) A final way to create community relations is to co-sponsor the Festival Foods Turkey Trot. The Festival Foods Turkey Trot takes place in Appleton, Green Bay and Oshkosh, and benefits both the Boys & Girls Club of America and the YMCA. Being a major sponsor for this race means acknowledgements and promotional materials in brochures, Festival Foods grocery bags, posters, the event website, newspaper ads, television ads, and T-shirts. Concurrently, a sponsorship of this event gives acknowledgement in public announcements before and after the race, logo presence on start and finish signage, two signs in the finish line chute, and a full page thank you ad in local newspapers. A sponsorship of this event means major exposure and a good way to reach the community and targets Generation X, who are health-conscious and would participate in races.

Evaluation

A survey will be given out using Survey Monkey to assess customer loyalty in November 2009. In addition, two focus groups will be held in November 2009 with community members that make up each of our target audiences to measure customer loyalty. Each focus group will consist of no more than ten people. Incentives for participating will include free food and gas cards.

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12 Month Plan: 52 Weeks

Budget National Budget

Media Kit* Press releases* ENN.com Applications for partnerships* Evaluation of partnerships Applications for awards* Evaluation of awards* Renewable Energy Certificates Billable hours

$0 $0 $299 $0 $0 $0 $0 $0 $9,786

National Total...........................................................................$10,085

Local Budget

Media Kit* Press releases* Banner Initial letters sent to school principles PDF flyer sent to students for can drive* Student staff Student artists Candy for goodie bags Art supplies Book to record school competition Large Bins (5) Permanent markers Table Chairs Tote bags Brown paper bags Good to Go stickers Automated convenience gift cards Good to Go bouncy balls Brochures Gas Cards Grand opening car washes Direct mailer Print advertisements Billboard advertisements Guerilla marketing footprints Junk Car Towing Welding * Denotes billable hours

$0 $0 $216 $20 $0 $192 $312 $100 $200 $15 $365 $8 $6.95 $6.00 $652.50 $12 $65 $125 $1,200 $668.14 $0 $0 $922.14 $7,750 $2,000 $340 $400 $200 $150

Budget continued on next page

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Budget Two-way blogger* Pre- and post-opening survey AXIS TV 20 Inch Flat Screen TV Blog hits* Impressions of ad clips from calendar listings* Customer loyalty survey* Customer loyalty focus groups Billable hours

$0 $480 $10,000 * Denotes billable hours $370 $0 $0 $0 $150 $12,600

Local Total................................................................................$39,525.73

Suggested Budget Additions

Cision media hit tracking** Festival Foods Turkey Trot sponsorship Fox Cities Marathon sponsorship Sports team sponsorship

$20,000 $10,000 $0 $600

Extras Total..............................................................................$30,600

National Billable Hours

Media Kit (PDF) Applications for partnerships Applications for awards Evaluation of awards Media hit tracking

** In a PR firm a company similar to Cision would already be utilized, however we researched the price for our knowledge as well as the client’s.

3 12 10 0 208

Total National Billable Hours....................................................233 $42/hour blended rate

Local Billable Hours

Media Kit (material switching with national kit) Letters to school principals PDF Letters sent to students for can drive Two-way blogger Pre and post survey Media hit tracking Blog hits (insert counter on blog) Impressions of advertisements Clips from calendar listings Customer loyalty survey (creation and review) Customer Loyalty Focus Groups

$9,786

6 3 1 6 10 260 0 5 4 5

Total Local Billable Hours.........................................................300 $42/hour blended rate

$12,600

Grand Total...........................................................$49,610.73 Convenience with a Conscience

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Timeline January 2009: National Objectives

Begin contact with national news publications Organize materials for media kits Begin research and application process for partnerships with green organizations Begin research and application process for green building awards Contact the Appleton Scene for advertising

February 2009: Local Objectives

Pre-opening survey of 300 local residents Continue any necessary research or application processes Sign up for AXIS TV service; purchase and install television in store Purchase billboard space for May and June

March 2009: Local Objectives

Place orders for and purchase materials for grand opening giveaways Place orders for all print materials for grand opening marketing and event Reach out to principals at local elementary schools with letters about grand opening sculpture project Hire Laurence University students for grand opening sculpture project and staff Contact the Appleton Post-Crescent for advertising Organize details for water-filled junk car to be parked in locations throughout town Create and launch blog

April 2009: Local Objectives

Write and send local media advisory Post grand opening event on local internet news calendars and message boards Meet with Laurence University art students to finalize sculpture design for grand opening Follow up with local elementary school principals about grand opening Send direct mail piece to surrounding community Write local press release and include in updated media kit for local media targets; send local media kit Facilitate towing and parking of water-filled junk car in weeks leading up to grand opening Follow up with media about grand opening attendance

May 2009: National Objectives

Send national media kits that contain press releases about opening of first store to trade publications; follow-up with editors about potential stories

Send press release about the opening of the first store through ENN.com Timeline continued on next page

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Timeline

Local Objectives

Grand opening event

Place green footprints around Grand Chute and Appleton to attract additional store business Follow up with national trade publications about media kits

Place billboards in Appleton area

June 2009:

National Objectives

Continue pitching to national news publications for recognition in green issue

Local Objectives

Contact Jesse Drake of the Fox Cities Marathon about sponsorship and involvement in race (suggested)

July 2009: Local Objectives

Reach out to local children’s sports clubs about fall team sponsorship (suggested)

August 2009: Local Objectives

Contact Sean Ryan of the Festival Foods Turkey Trot about sponsorship and involvement in race (suggested)

September 2009: Local Objectives

Participate as a sponsor in Fox Cities Marathon (suggested)

November 2009: Local Objectives

Post-opening survey of 300 local residents Email customers the link to the customer loyalty survey on SurveyMonkey.com Organize customer loyalty focus groups Participate as a sponsor in the Festival Foods Turkey Trot (suggested)

December 2009: National Objectives

Gather year’s data on media mentions in national publications Evaluate success of gaining award recognition Evaluate success of gaining green partnership

Local Objectives

Gather year’s data on media mentions in local publications and broadcast programs Evaluate blog hits Evaluate impressions of advertisements

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Appendix


Media Scan Good to Go Coverage Appleton Post-Crescent • June 30, 2008: “Paving system breaks ground with recycled glass, plastic.” This article describes an eco-friendly pavement system that a local business is installing. The article briefly mentions that Good to Go is installing a similar system. http://search.postcrescent.com/sp?aff=1100&skin=100&keywords=%22Good+to+Go%22&x =21&y=14 Corporate Report Wisconsin • Vol. 23, June 2008: “Around WI: Northeast Business Briefs.” In the business briefs, there is a small mention of Grand Chute’s new Good to Go convenience store, noting that the business is bio-friendly and has been built to LEED specifications. http://proquest.umi.com/pqdweb?index=0&did=1501391831&SrchMode=1&sid=4&Fmt=3 &VInst=PROD&VType=PQD&RQT=309&VName=PQD&TS=1221103622&clientId=56639 Appleton Post-Crescent • November 14, 2007: “Buzz Mailbag.” A small question and answer column that describes Good to Go, its location and its ecofriendly approach to business. http://web.ebscohost.com/ehost/detail?vid=3&hid=6&sid=c84671ce-52ea-4995-9bb8-aa35e e20d8b2%40SRCSM2&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#db=nfh&AN=2W62 W62719371754

National Trends on Going Green Building Green • Zemtseff, Katie. “The bad green project examined.” Building Green. Seattle Daily Journal of Commerce. 13 Aug. 2008. This blog, although based in Seattle, offers information about possible negatives in building green. It describes a specific situation in which a green building project poorly placed some appliances (water heater, exhaust fan, etc.), which created elevated levels of carbon monoxide in the building. The blog brings to attention the danger in concentrating too much on the green aspects of building, which can lead to in this case, overlooking basic building fundamentals. It stresses how common this situation is, and who should to take responsibility to make sure it doesn’t happen. This is one of very few blogs found denoting a negative side to being green. http://www.djc.com/blogs/BuildingGreen/2008/08/13/the-bad-green-project-examined/

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Media Scan

Greenline : Design/ Technology/ Sustainability • Greenline: Design/ Technology/ Sustainability. 2007. This blog discusses current green information including energy efficiency, green products, and the environment. It’s a very technical blog, discussing new software and innovation in building green. The blog also highlights different green building projects in the nation, such as the world’s first LEED museum complex in Grand Rapids, MI. It raises the point that although all green building projects are important, new technology arises every day. Timeliness is an issue in building green, because innovation today can be passé in just a few years. This blog like almost all of the other green blogs, focuses on education, technological advances, and all the positive aspects of green building. http://greenlineblog.com

Wisconsin Trends on Going Green Small Business Times • April 27, 2007: “Milwaukee is going green.” Milwaukee ranks no. 16 on a list of greenest cities and is in the “Top Ten” for its usage of green roofs. Locally Milwaukee has green initiatives seen in companies like Johnson Controls, Rockwell Automation, and in other small businesses. Milwaukee also opened its first “green street” this year that is paved with a material that absorbs 100 percent of storm water runoff. With Milwaukee ranking green building initiatives higher on the list, Mayor Tom Barret wants to develop a “green light district” to create more jobs. http://www.biztimes.com/news/2007/4/27/Milwaukee-is-going-green Journal Sentinel Online • June 2, 2008: “Going green seen as a job aid.” 340,000 Wisconsin Workers would benefit from the use of energy efficient and alternative fuels according to a report by the Sierra Club and the United State Steelworkers. Going green offers more opportunities for jobs in cellulosic biofuels, mass transit, energy efficient automobiles, solar and wind power. http://www.jsonline.com/story/index.aspx?id=757516

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Positive American Perceptions on Vending Machines The Patriot Ledger • January 17, 2006: “Automated Convenience Stores Make Way to U.S.” All Seasons Services has opened the first 24-hour automated convenience store on a U.S. college campus at Morrisville State College in Morrisville, New York. According to the school’s business arm, the installation of Shop24, the new automated vending convenience store, allowed him to shut down the school’s campus convenience store, which was losing money because of its labor costs. The students are very much in favor of the new Shop24 because it is available to them 24 hours a day. All Seasons Services is currently targeting new markets, which include hospitals, military bases, and transit hubs. http://ledger.southofboston.com/articles/2006/01/17/news/news13.txt Wisconsin State Journal • June 11, 2008: “Vending machine will let you fix your bike, day or night.” In Madison, Wis. the first of its kind bicycle parts vending machine opened outside of a bike shop called Machinery Row. Customers can stop by the shop anytime, day or night, and buy a wide range of bicycle parts including cable locks, batteries, pumps, valves, etc. Cold drinks are also available in the machine and tend to be the best sellers. The prices at the vending machine are the same as in the store except there is 24-hour access to the merchandise. The project is seen as a guerilla project, and is not necessarily for profit just yet. http://www.madison.com/toolbox/index.php?action=prime2&ref=wsj&storyURL The New York Times • August 28, 2002: “Shop Till Eggs, Diapers, Toothpaste Drop” This article highlights a test automated convenience store in Washington. Although the article is a bit dated, it highlights the benefits of eliminating most labor costs and problems with theft, as well as helping with real estate costs. The machine offers pricing that is similar to regular grocery or convenience stores, but offers less selection. The machine is easy to restock and it automatically contacts you if there is a problem. This article suggests that a shortage of labor will be one of the industry’s biggest problems in the coming years according to the National Association of Convenience Stores. According to Timothy Sanford, Vending Times editor, “the public needs to get used to these kinds of stores, but I think it’s inevitable that they will.” In a survey by the National Association of Convenience Stores, people ranked “convenient location” and “fast in and out of store” as the most important factors that influenced their decision. http://query.nytimes.com/gst/fullpage.html?res=9C05E1D81F3CF93BA1575BC0A9649C8 B63&sec=&spon=&pagewanted=1

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AllBusiness.Com • November 29, 2005: “Automated Convenience Store to Open in New York State This Week” All Seasons Services will open its first Shop 24 automated convenience store – its first in the United States at Morrisville State College in Morrisville, New York. The article goes on to highlight the products that are offered by the automated convenience store and physical facts about the durability of the machine. The opening ceremony will feature a ribbon cutting, remarks by the College’s President, and a New York state proclamation presented by Senator David Valesky, among other events. The article closes by summarizing the popularity of Shop24 machines in Europe: more than 60 million consumer transaction in 160 locations across Europe. http://www.allbusiness.com/retail-trade/food-stores/4259848-1.html NBC-4 News, Columbus Ohio • June 13, 2007: “Kroger To Install Convenience Store-Like Vending Machine” This article announces the opening of a convenience store vending machine on the site of a Kroger store gas station in Columbus, Ohio. It does not mention how customers feel about the vending machine; it only covers bare facts about the new machine store opening. The vending machine is modeled after similar vending machines that are popular in Europe. It is the first vending machine convenience store in Ohio and the second in the country. http://www.nbc4i.com/midwest/cmh/news.apx.-content-articles-CMH-2007-06-13-0015. html Wikipedia.com: Morrisville State College • Under the “Campus Highlights” section, Morrisville State College is noted for being the first college in the United States to have a 24-hour vending machine on campus called “Shop 24.” http://en.wikipedia.org/wiki/State_University_of_New_York_at_Morrisville#Nor wich_ campus

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Media Scan Wired : Gadget Lab : Hardware that Rocks Your World • Northern, Martin. “The World’s Weirdest Vending Machines.” Wired: Gadget Lab: Hardware that Rocks Your World. 2008. 13 Aug. 2008. This is a blog that focuses on technology. This entry talks about Best Buy’s recent idea of putting vending machines into airports. It talks about the advantages of vending machines, such as their 24-hour access. Also, the blog discusses the importance of placement, such as the Best Buy vending machines that hold cell phone chargers and travel adapters and are placed in airports. The blog goes on to show unique types of vending going on throughout the world, such as umbrella and book vending machines. It shows that even in this modern age, vending machines are being used for new and different purposes. There is developing technology in the vending machine business, making it an area to invest in. This was one of a few blogs that emphasized the innovative technology of vending, most discussed the business as a whole. http://blog.wired.com/gadgets/2008/08/the-worlds-weir.html

Negative American Perceptions on Vending Machines The Bulk Vending Blog that Educates You • August 23, 2008 “Bulk Vending’s Dirty Dozen-12 Negative Experiences to Prepare For.” The Bulk Vending Machine Blog that Educates You!. This blog concerns vending as a business. It talks about some negative aspects of the business such as stolen machines, product spoilage, and time commitment. Also, it gives advice from an experienced point of view. Entries range from personal experiences to business tips to financial advice. It seems overall to note that the business of vending is not for everyone, and to make sure that someone who is thinking about it as a career, knows what he is getting into. Most vending blogs were similar to this one, as they were focused on the business as a whole, and offered advice. http://bulkvending.blogspot.com/search?updated-max=2008-08-30T18%3A52%3A0005%3A00

World Trends in Vending Machines Chinadaily.com.cn • July 19, 2008 “Demand for vending machines may double” As Chinese consumers become more accustomed to convenience shopping, the local market for vending machines is expected to double in the next three years, said Martijn van den Hazenkamp, chairman and CEO of Europe-based International Vending Alliance GmbH (IVA). IVA, through its local partners, operates vending machines in more than 100 countries. Up to 40,000 machines are in use in China, which is just starting to adopt this style of vending, although the figures vary depending on the classification of products, said Hazenkamp. IVA is operating about 5,000 machines in Chinese cities such as Beijing, Shanghai and Hangzhou. Convenience with a Conscience

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Media Scan Business Day (South Africa) • November 28, 2007, Health News Edition, “An alternative to junk-food snacks” by Marika Sboros A new trend in vending is healthy vending. Giles Knights is MD of Fit Fuel Healthy Vending (www.healthyvending.co.za), a pioneer in the business in South Africa. Health vending is a response to the time-strapped consumer-driven demand for more convenient access and a variety of healthier snacks in the workplace. It is also a function of an increasingly-more-educated consumer market that understands the risks inherent in snacking on junk food. Where as typical vending machines are viewed as a last resort for eating, healthy vending is something people will actually want to use

European Trends in Green Gas Stations The Sun (England) • April 6, 2007 “Government has done little to make British drivers go green” by Ken Gibson Many European countries provide incentives for drivers of bioethanol cars. A growing number of motor giants led by Saab, Ford and Volvo offer vehicles powered by bioethanol fuel, which cuts CO2 emissions by up to 70 percent. Sweden, France, Germany, Holland and Ireland all have incentives for drivers of bioethanol cars and an increasing number of filling stations that sell the fuel. Sweden is perhaps the best example of a government seriously backing biofuel. It has 600 filling stations supplying the fuel and a target that every forecourt will have it by 2009. In 16 Swedish cities drivers of biofuel cars get free parking spaces. Sales of green cars are set to top 30,000 in Sweden this year and make up nearly ten per cent of all new motor sales. Datamonitor CommentWire • October 11, 2007 “Eni: focuses on green credentials of petrol stations; Eni has stated that it will open 1,000 ‘green’ service stations in Italy” Eni has announced plans to open 1,000 ‘green’ service stations in Italy under its Agip brand. The facilities will use solar panels to power the pumps and will also offer alternative fuels – a choice between hydrogen, methane, and traditional gas and diesel. However, in Italy, it is estimated that 55% of premium diesel users buy the fuel because of the improvements to vehicle efficiency, while only 18% of motorists do so on environmental grounds. Environmental protection is an even less important motivation in the UK, France, Spain and the Netherlands, with only 10% to 15% of motorists buying premium diesel for this reason. While most motorists undoubtedly care for the environment, they often place greater importance on other fuel attributes, which fuel retailers need to consider in their marketing strategies.

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Media Scan Birmingham Evening Mail (UK) • April 16, 2008 “Driving is a real gas!: First hydrogen station opens at university” by Tony Collins The University of Birmingham in Edgbaston, UK, opened England’s only hydrogen gas fueling station. The filling station complements research being carried out at the university to ascertain the viability of hydrogen in transport as part of Birmingham’s Science City hydrogen energy project. The fueling station has been specially designed by Air Products, a leading producer and supplier of hydrogen, to meet the fueling needs of the first hydrogen vehicles to appear on the roads. The hydrogen for the filling station comes from Green Gases Ltd. It is manufactured from renewable energy, resulting in a considerable reduction in greenhouse gas emissions. The Christian Science Monitor (London) • October 25, 2006 “Never mind altruism: ‘Saving the earth’ can mean big bucks” by Mark Rice-Oxley Some $1 trillion in ‘green’ business opportunities await creative entrepreneurs, a report finds. As the international community faces costs in the trillions to address climate change, businessmen are increasingly becoming aware that changing the world - its fuels, technologies, energy sources, and waste disposal practices - can be an opportunity as well as a cost. Globally, the market could be worth $1 trillion over the next five years, the report found. Such conclusions challenge President Bush’s assertion that adopting the Kyoto Protocol, which compels signatories to cut greenhouse gases, would seriously damage America’s economy. Greenpeace points out that even though Shell is encouraging small green businesses to develop their technologies, it still devotes around 98 percent of its capital expenditure to hydrocarbons.

American Trends in Green Gas Stations The Los Angeles Times • February 22, 2007: “BP unveils green gas station” In 2007, a BP in Los Angeles was unveiled as one of the nation’s first green gas stations. The gas station’s rooftop holds 90 solar panels and a collection system that gathers rainfall to irrigate drought-tolerant plants. The gas station uses low-energy lighting and concrete with recycled materials pieces mixed in it. The station’s “green team” will check the tire pressure on customers’ cars in an effort to boost gas mileage and they will give out energysaving tips, printed on recycled paper embedded with flower seeds that sprout when the card is planted in the ground. There will also be eco-vignettes and green videos on screens built into the fuel dispensers. Critiques say the BP gas station is not making much of a difference because it sells the same hydrocarbon-based fuels that are blamed for worsening air pollution and climate change. http://www.redding.com/news/2007/feb/22/bp-unveils-green-gas-station/ Convenience with a Conscience

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Business Week • August 10, 2007: “Green Gas Stations” In Eugene, Oregon, SeQuential Biofuels opened the state’s first commercial biofuel facility in 2006. This was one of the first retailers to use a green design gas station to match its ecoconscious fuels. The gas station features a roof with sun panels and 4,800 native Oregonian plants, and Biowalls adjacent to the parking areas to filter storm water to coincide with its biodiesel and ethanol fuel. http://www.businessweek.com/innovate/content/aug2007/id20070810_943939. htm?chan=innovation_architecture_green+architecture The New York Times • March 11, 2007 “Thinking Green, Not Pumping It” by Jerry Garrett The nation’s first certified green gas station opened in February 2007 in Beverly Hills. The station itself is green, but it sells unleaded gas. It is owned by BP. The roof is surfaced with 90 solar panels, and a rainwater collection system irrigates the landscaping. The station was built mostly with recycled materials, including bits of glass mixed into the pavement, which sparkle. Video screens at the pumps show energy-saving tips. The U.S. Green Building Council in Washington, which has certified more than 700 energy-efficient buildings as green, said it expected to certify the facility, making it the first gas station to receive the designation. Architectural Record • August 1, 2007 “Gas stations go green, from fuel to finishes” by David Sokol A new trend in gas stations is to use green design to make a statement that their stores are as eco-conscious as their alternative fuels. One example is in Eugene, Oregon, SeQuential Biofuels opened the state’s first commercial biofuel facility last year. Another is a prototype station that uses sustainable materials and solar power, designed by Alan Eliot Goldberg, FAIA, a former design consultant to ExxonMobil. Will the green principles adopted by this small group infiltrate America’s massive network of gas stations? BP may have the answer with its Helios House demonstration project, designed by Office dA with Johnston Marklee. Located in LA, it produces energy via photovoltaics, captures rainwater for irrigation, and reduces the urban heat island effect with a drought-tolerant green roof. Ironically, although these green features make the station eligible for a LEED Gold rating, Helios still dispenses old-fashioned gasoline.

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Green Car Washes RedandBlack.com An Independent University of Georgia Student Newspaper • September 5, 2008: “Car wash goes green, uses ‘PurWater’ to clean, conserve”. A green car wash in Athens, Georgia allows consumers to maintain their vehicles with recycled water. The car wash uses 98 to 99 percent recycled water. The chemicals are also completely eco-friendly. The car wash uses water from its own on-site well. Appleton Post-Crescent • March 26, 2008: “Green-minded car wash’s debut in Grand Chute now set for May.” This article describes that Good to Go has been delayed due to weather and machinerelated problems, but that the debut is set for May 2008. http://nl.newsbank.com/nlsearch/we/Archives?p_action=search&s_search_ type=keyword&p_product=PTCB&p_theme=gannett&s_site=postcrescent&p_ maxdocs=200&s_dispstring=%22Good%20to%20Go%22&p_text_advanced0=(%22Good%20to%20Go%22)

Videos News Coverage of Shop 24 at Morrison College http://www.youtube.com/watch?v=voBcYFRXCts&NR=1 Petite Casino 24-Hour Vending Machine Demo Lyon, France http://www.youtube.com/watch?v=RDg2rvu2tWM Strasbourg, France http://www.youtube.com/watch?v=0OKkoJ735hY&feature=related Paris, France http://www.youtube.com/watch?v=r3P1j9U9Rpg

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Interviews Generation Y Interview Responses Age: 22 Sex: Male Marital Status: Single Children: No How would you define the concept of being “green”? Just being eco-friendly. How do you feel about the green movement? Do you support it? Why or why not? I think it is important, especially with fuel prices, trying to find alternate sources of energy, and trying to save money, too. What, in your opinion, are the positive/negative effects of including green choices in your life? For an individual I think it is saving money. There is going to be positive effects on the earth, as well. Is there a certain gas station, or chain of gas stations, that you go to on a regular basis? If yes, why this particular gas station? Whatever is the cheapest. If they were the same I would probably pick BP because they have good coffee. Would you be willing to go to an eco-friendly gas station? If yes, how far would you be willing to drive to go to one? Sure. Not very far. If I ran into it I might stop. How would you feel about all of the items in a gas station convenience store being put into a large vending machine? The machine would accept credit/debit cards and cash. There would be one clerk during normal business hours to help with questions. It depends, if it was quick I wouldn’t mind, but I think you would miss out on the personal aspect. What is your primary news/information source? Probably from TV or radio. You know, I watched a TV show on green buildings. There is one in NYC that catches rainwater on the roof and can generate enough power from that to power most of the building. Stuff like that is really cool.

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Interviews Age: 22 Sex: Male Marital Status: Single Children: No How would you define the concept of being “green”? It’s all recycling and planting trees. I think of hippies wanting to save the planet and recycling and alternative fuels. How do you feel about the green movement? Do you support it? Why or why not? I’m indifferent. I think there are better ways to go about it than being all up in someone’s face. Not like hippies forcing people to do stuff like Hitler. That’s communism. What, in your opinion, are the positive/negative effects of including green choices in your life? The positives are that alternative fuels lower gas prices and stop drilling and relying on other countries oil. The hippies are negative. People will do it if they want to, you can’t force people. Is there a certain gas station, or chain of gas stations, that you go to on a regular basis? If yes, why this particular gas station? I go to wherever it is the cheapest. All the fuel is the same. Would you be willing to go to an eco-friendly gas station? If yes, how far would you be willing to drive to go to one? If it was competitive prices and in my area, then yes, I would go there. But I wouldn’t go out of my way for it. How would you feel about all of the items in a gas station convenience store being put into a large vending machine? The machine would accept credit/debit cards and cash. There would be one clerk during normal business hours to help with questions. That’s the stupidest idea I’ve ever heard in my life. How do you check if the eggs are good? When I buy beer, too, I want to make sure it’s not dented and stuff. Maybe for cigarettes, or snacks or useful things for your car. But it shouldn’t be for grocery stuff. What if there’s a fire or you’re really dehydrated and you need water? It would take too long to get it. Maybe windshield wipers and cigarettes, stuff for your car. What is your primary news/information source? I watch CNN because I go on it on my BlackBerry all the time, but not because of my political views. I read the Boston Metro and Globe and when I’m in Milwaukee, the Journal Sentinel.

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Age: 23 Sex: Female Marital Status: Single Children: No How would you define the concept of being “green”? Being environmentally responsible, and contributing to the saving of natural resources. How do you feel about the green movement? Do you support it? Why or why not? I think it is a very important part of society today and people should be required to partake in it. It affects the future of our planet and the well being of future generations and if we don’t do something they will be screwed. What, in your opinion, are the positive/negative effects of including green choices in your life? For my work in interior design we have things like building codes and LEED certification. Applying things like that to buildings I work on is important. I think that when people are required to do that they think about how much they are wasting and they wouldn’t take that into consideration otherwise. Is there a certain gas station, or chain of gas stations, that you go to on a regular basis? If yes, why this particular gas station? BP stations because my mom gives me gift cards to those gas stations. I think my mom chooses BP because they sell those gift cards at Pick’n’Save. Would you be willing to go to an eco-friendly gas station? If yes, how far would you be willing to drive to go to one? Yes. 5 miles. Is it cheaper? If it were the same price, then I would drive 5 miles. How would you feel about all of the items in a gas station convenience store being put into a large vending machine? The machine would accept credit/debit cards and cash. There would be one clerk during normal business hours to help with questions. I would not like that. I think it is so impersonal and I think so many things are becoming impersonal today. I like that personal interaction. I would probably avoid going to that vending machine. What is your primary news/information source? Radio probably. Radio news and TV.

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Age: 24 Sex: Male Marital Status: Single Children: No How would you define the concept of being “green”? I think it is complicated because a lot of people think they’re being green when they really aren’t. I think of “green” as being self-sustaining (such as not creating waste, or reusing the waste you create, etc.). Just because you drive a hybrid or use alternative fuels does not mean you’re green. How do you feel about the green movement? Do you support it? Why or why not? I support the green movement. I think that people are green on a wide range of levels, but every little bit counts. What, in your opinion, are the positive/negative effects of including green choices in your life? I think being green has all positive effects, however, people are bound by the amount they can do. I’m a conversationalist because I try to recycle and reuse, but in order to do what I want I can’t always be green. Not one person can ever do enough. I feel like sometimes it is a “catch 22.” Is there a certain gas station, or chain of gas stations, that you go to on a regular basis? If yes, why this particular gas station? I go to BP, but there really is no specific reason why. I guess I just like their logo. Would you be willing to go to an eco-friendly gas station? If yes, how far would you be willing to drive to go to one? Yes I would be willing to go to one, but I wouldn’t be willing to drive out of my way to one. How would you feel about all of the items in a gas station convenience store being put into a large vending machine? The machine would accept credit/debit cards and cash. There would be one clerk during normal business hours to help with questions. I wouldn’t like that simply because it takes out the human element. What is your primary news/information source? TV News.

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Generation X Interview Responses Age: 38 Sex: Female Marital Status: Married Children: 3 How would you define the concept of being “green”? Trying to be as eco friendly as possible in both work and play, along with buying and using products. How do you feel about the green movement? Do you support it? Why or why not? I whole-heartedly support it. In order to have a good society, the environment has to be healthy. It’s like the circle of life. Being environmentally friendly has to be a part of everyone’s life. However it is difficult to be eco friendly with three children. What, in your opinion, are the positive/negative effects of including green choices in your life? Positive: It is a good example for kids and doing the right thing for our selves. Negative: It takes more time and effort. Have to decide what is important in your life. Green products cost more and you have to do what you can afford to do. Is there a certain gas station, or chain of gas stations, that you go to on a regular basis? If yes, why this particular gas station? I don’t go to a particular gas station, just whatever is cheapest. Once in a while I will stop in for coffee, but most times it is stopping in to get milk or go to an ATM. Would you be willing to go to an eco-friendly gas station? If yes, how far would you be willing to drive to go to one? I would go if it fit into routes for running errands, or I would try to include it in a route for errands. I would make a point of going but if it was way out of the way I would not. How would you feel about all of the items in a gas station convenience store being put into a large vending machine? The machine would accept credit/debit cards and cash. There would be one clerk during normal business hours to help with questions. I feel indifferent about vending machines. I would still use it, but would probably only be making one purchase. What is your primary news/information source? TMJ4 News for both local and national news.

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Age: 40 Sex: Female Marital Status: Married Children: 2 How would you define the concept of being “green�? In my household we try to be green by dividing garbage, using bio-degradable detergent and being energy wise by replacing light bulbs. How do you feel about the green movement? Do you support it? Why or why not? I do support it, but there is a fine line to what we call green. We need to realize what we have and what we could lose. People need to realize the amount of trash they create. What, in your opinion, are the positive/negative effects of including green choices in your life? The positive thing is that is brings my family together. If we can teach ourselves we can teach our children. The negative effects are that we have to be careful how far we go and what the term green means. Also, the products are more expensive. There needs to be a more affordable way to go green for families. Is there a certain gas station, or chain of gas stations, that you go to on a regular basis? If yes, why this particular gas station? I usually go to a Clark gas station near my house cause it is a lot cheaper than the other big chain gas stations. Would you be willing to go to an eco-friendly gas station? If yes, how far would you be willing to drive to go to one? I would if it was within five miles from home. How would you feel about all of the items in a gas station convenience store being put into a large vending machine? The machine would accept credit/debit cards and cash. There would be one clerk during normal business hours to help with questions. I would if it was within five miles from home. What is your primary news/information source? Online news, usually MSN CNN or Bloomberg.

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Baby Boomer Interview Responses Age: 51 Sex: Female Marital Status: Divorced Children: 3 How would you define the concept of being “green”? To me, being “green” means taking care of the earth (reduce, reuse, recycle, etc.). I try to recycle everything I can and purchase fruits and vegetables from organic farmers who do not use pesticides, etc. How do you feel about the green movement? Do you support it? Why or why not? I support it. I think it is important for us to take care of the earth now so that it is in decent shape for future generations to come. What, in your opinion, are the positive/negative effects of including green choices in your life? Positives are that we’re not wasting or polluting. Personally, when I make “green” choices, it makes me feel healthier. Negatives are that sometimes it means putting in more effort. Is there a certain gas station, or chain of gas stations, that you go to on a regular basis? If yes, why this particular gas station? There is a gas station that I like to go to because it is close to my house, but honestly I don’t even know which chain it is, “Speedy something.” Or if I want some coffee in the morning, I will go to a PDQ that is close by, as well. Would you be willing to go to an eco-friendly gas station? If yes, how far would you be willing to drive to go to one? Yes, I would be willing to go to an eco-friendly gas station but I would not be willing to drive out of my way. How would you feel about all of the items in a gas station convenience store being put into a large vending machine? The machine would accept credit/debit cards and cash. There would be one clerk during normal business hours to help with questions. I would hate that because I like interacting with other people and receiving customer service. What is your primary news/information source? Radio, newspaper, and morning TV news

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Interviews Age: 50 Sex: Female Marital Status: Married Children: 2 How would you define the concept of being “green”? I don’t know, changing out my light bulbs to those whatever those ones are. Recycling. Not using my dryer as much, hanging up my clothes outside. It’s about saving electricity, saving gas, and saving the earth by doing different things. Like driving and mowing my lawn less. How do you feel about the green movement? Do you support it? Why or why not? I think the movement is nuts, but I support it. I’m not a psycho about it. I support it because I want to save the planet for my children, grandchildren, and me. And it’s not that hard; it’s logical. What, in your opinion, are the positive/negative effects of including green choices in your life? I would think it would all be positive; it’s healthier. Green light bulbs cost more, but they last longer. I don’t use green products other than light bulbs. I don’t want to use green clothing stuff, I use my Tide; I like it. I don’t find anything negative about it for what I do. Is there a certain gas station, or chain of gas stations, that you go to on a regular basis? If yes, why this particular gas station? I would think it would all be positive; it’s healthier. Green light bulbs cost more, but they last longer. I don’t use green products other than light bulbs. I don’t want to use green clothing stuff, I use my Tide; I like it. I don’t find anything negative about it for what I do. Would you be willing to go to an eco-friendly gas station? If yes, how far would you be willing to drive to go to one? If it were the same price as everywhere else, I would choose it. I wouldn’t be willing to drive that far, it would have to be on my daily route of about a 5-mile radius: from work to home to the grocery store. How would you feel about all of the items in a gas station convenience store being put into a large vending machine? The machine would accept credit/debit cards and cash. There would be one clerk during normal business hours to help with questions. I think it would be kind of cool as long as the prices were the same. It would be just as convenient or more convenient, kind of like the new check out lanes at grocery stores that don’t have register people at them. What is your primary news/information source? I watch mostly TV for my primary news, but I also read the paper every day. I watch Fox News and read the Journal Sentinel. Convenience with a Conscience

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Interviews

Age: 52 Sex: Male Marital Status: Married Children: 2 How would you define the concept of being “green”? Making a conscious effort to conserve and being informed about environmental issues. Taking appropriate action wherever possible on purchasing green products, using energy reducing heating and using products like low toxicity paint. How do you feel about the green movement? Do you support it? Why or why not? I support it whole heartedly, yes I support the green movement. One, it makes business sense. Squeezing out waste increases profits. Two, it’s about being a responsible citizen. Making sure future generations are able to enjoy the same prosperity. What, in your opinion, are the positive/negative effects of including green choices in your life? The positive effects are saving money on heating, electricity and gasoline. The negative is the upfront costs of investments like solar panels, light fixtures, and furnaces. Is there a certain gas station, or chain of gas stations, that you go to on a regular basis? If yes, why this particular gas station? Yes I do, I go to gas stations that are close to my work and home. I go there out of simply convenience. Would you be willing to go to an eco-friendly gas station? If yes, how far would you be willing to drive to go to one? Yes. I would go within three miles of my work or home. How would you feel about all of the items in a gas station convenience store being put into a large vending machine? The machine would accept credit/debit cards and cash. There would be one clerk during normal business hours to help with questions. I’d be fine with it if had a broad enough selection and if prices were competitive. What is your primary news/information source? Public radio, but for print I also read the Wall Street Journal and the Financial Times.

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Interviews

Age: 52 Sex: Male Marital Status: Married Children: 2 How would you define the concept of being “green”? Making a conscious effort to conserve and being informed about environmental issues. Taking appropriate action wherever possible on purchasing green products, using energy reducing heating and using products like low toxicity paint. How do you feel about the green movement? Do you support it? Why or why not? I support it whole heartedly, yes I support the green movement. One, it makes business sense. Squeezing out waste increases profits. Two, it’s about being a responsible citizen. Making sure future generations are able to enjoy the same prosperity. What, in your opinion, are the positive/negative effects of including green choices in your life? The positive effects are saving money on heating, electricity and gasoline. The negative is the upfront costs of investments like solar panels, light fixtures, and furnaces. Is there a certain gas station, or chain of gas stations, that you go to on a regular basis? If yes, why this particular gas station? Yes I do, I go to gas stations that are close to my work and home. I go there out of simply convenience. Would you be willing to go to an eco-friendly gas station? If yes, how far would you be willing to drive to go to one? Yes. I would go within three miles of my work or home. How would you feel about all of the items in a gas station convenience store being put into a large vending machine? The machine would accept credit/debit cards and cash. There would be one clerk during normal business hours to help with questions. I’d be fine with it if had a broad enough selection and if prices were competitive. What is your primary news/information source? Public radio, but for print I also read the Wall Street Journal and the Financial Times.

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Interviews

Age: 50 Sex: Male Marital Status: Married Children: 2 How would you define the concept of being “green�? The emissions of producing a product and recycling How do you feel about the green movement? Do you support it? Why or why not? I support it because it is good for the environment. God gave us this planet and we should support it for as long as possible. Everything that goes into the ground affects everyone. What, in your opinion, are the positive/negative effects of including green choices in your life? The negative effects are that it takes extra effort, takes extra education, and is expensive at first. The positive effects are that it is better for the environment and it is a good angle for sales for businesses since it is a popular trend. Is there a certain gas station, or chain of gas stations, that you go to on a regular basis? If yes, why this particular gas station? I go to BP Amoco gas stations because they are an environmentally friendly company. Would you be willing to go to an eco-friendly gas station? If yes, how far would you be willing to drive to go to one? Yes I would be willing to go to an eco-friendly and I would drive up to five miles out of my way but no further. How would you feel about all of the items in a gas station convenience store being put into a large vending machine? The machine would accept credit/debit cards and cash. There would be one clerk during normal business hours to help with questions. I do not like it. I like to be able to touch and feel products, coldness of soda, and freshness of other products. What is your primary news/information source? I use AOL and WBBM News Radio for my news and information.

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Sample Survey Post Opening Survey Questions 1.

Do you drive? Yes No

2.

How close do you live to Grand Chute, Wis.? (Circle one) a. I live in Grand Chute, Wis. b. I live less than 5 minutes by car from Grand Chute. c. I live between 5 and 10 minutes by car from Grand Chute. d. I live between 11 and 15 minutes by car from Grand Chute. e. I live between 16 and 20 minutes by car from Grand Chute. f. I live over 20 minutes away by car from Grand Chute.

3.

Have you heard of the Good to Go ECOnvenience Center in Grand Chute, Wis.? Yes No (If no, your survey is complete.)

4.

Have you visited the Good to Go ECOnvenience Center in Grand Chute, Wis.? Yes No (If yes, please answer question #5. If no, please go on to question #6.)

5.

How often do you visit the Good to Go ECOnvenience Center in Grand Chute, Wis.? (Circle one) a. Less than once a month b. Once a month c. Once a week d. 2-3 times per week e. 4-6 times per week f. Everyday

6. How did you first hear about the Good to Go ECOnvenience Center in Grand Chute, Wis.? (Circle one) a. advertisement in newspaper b. billboard c. television news story d. newspaper story e. online news story f. word of mouth g. green footprints placed around town h. “We Can Change the World� student sculpture project i. Other (please list) __________________________________________ j. I do not recall how I heard about the Good to Go ECOnvenience Center

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National Media Kit Fact Sheet

Stephanie Trifone | strifone@verdepr.com | 630-881-8742

Facts About Good To Go • Good to Go provides customers convenience with a conscience. It is a first-of-its-kind, environmentally-friendly convenience store, car wash and alternative fuel station. Located in Grand Chute, Wis., Good to Go’s inaugural store is on track to obtain silver LEED (Leadership in Energy and Environmental Design) program certification. • Good to Go provides customers with conventional convenience store products through the unconventional use of automated merchandising systems. The machines accept cash or credit cards and will offer products like ice, soda, snacks, frozen foods and DVDs. The facility will be open 24 hours and an on-site manager will be at the store 10 hours per day. • Good to Go’s car wash uses a sophisticated water reclamation system that reduces water usage from the traditional 40 gallons to two gallons per wash. This system saves 2,793,710 gallons of water in one year and 55,874,200 gallons in 20 years. • Along with standard gasoline, Good to Go provides corn-based ethanol fuel E85 as an environmentally-conscious fuel alternative. • Good to Go’s pervious concrete system allows rain water to pass through the pavement and be absorbed into the ground. This reduces storm water run-off, flooding and pollution that cause the warming of lakes, streams and other bodies of water. • Good to Go’s facility conserves energy through its solar friendly design and use of LED lighting, which is eight times more efficient than incandescent lighting.

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INational Media Kit

National Press Release

Stephanie Trifone | strifone@verdepr.com | 630-881-8742 FOR IMMEDIATE RELEASE

Good to Go ECOnvenience celebrates successful launch

First of several planned eco-friendly stores that offer convenience with a conscience opened over weekend APPLETON, Wis. (May 5, 2009) – Consumers concerned about the environment must search no more to find a store that achieves convenience with a conscience. Good to Go ECOnvenience Center celebrated the grand opening of the first-of-its-kind, eco-friendly convenience outlets in Grand Chute, Wis. on Saturday, May 2, 2009. “‘Convenience with a conscience’ is not just a slogan for Good to Go,” said Angie Nikolas, vice president of neighborhood relations for the company. “Our convenience centers will truly offer a simple, expedient shopping experience that allow customers to live green without changing their daily routine.” Featuring a convenience store, car wash and alternative fuel station, Good to Go incorporated innovative technologies into the design of its first outlet that minimizes the store’s impact on the environment. Utilizing design elements such as a green roof and pervious concrete systems, Good to Go was built to the guidelines of the Leadership in Energy and Environmental Design (LEED) program, which is administered by the U.S. Green Building Council. The store is on-track to become LEED-certified. Saturday’s grand opening focused on bringing the community together, inviting local school children to participate in the creation of a globe sculpture, made of recycled cans. The school with the highest student participation rate won the “We Can Change the World” sculpture, which will be placed on the school’s grounds. “It’s fantastic that Good to Go has already made so many efforts to reach out to the community,” said George Grey, a local teacher. But Grey was most excited by what the grand opening of the store means for its customers. “The event demonstrated how the simple choice of what convenience store you shop at can have a huge, positive impact on the environment.” - MORE Convenience with a Conscience

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National Media Kit

-2The event also allowed local customers the first opportunity to explore and use the features of Good to Go’s inaugural store. “The technology was amazing,” said Jane Johnson, a Grand Chute resident. “It’s great to have a convenience store option that allows me to make a difference for the environment without really changing my habits.” The convenience store offers automated merchandising systems that allow customers quick and easy access to traditional convenience store products, ranging from milk to diapers. In addition to the main “Shop 24” system that utilizes robotics to allow customers 24-hour access to their needs, the convenience store features a gourmet coffee kiosk, a DVD rental machine, and a bulk ice dispenser. The car wash offers customers the opportunity to collectively save more than two million gallons of fresh water each year. Featuring several energy-saving elements and a water cleaning and reclamation system that uses two gallons of water per wash instead of the traditional 40 gallons, Good to Go’s car wash allows customers to help protect the global water supply and prevent excessive uses of energy without any additional effort or cost. Free car washes were available during the Saturday grand opening event. Good to Go also features fuel pumps with environmentally-conscious ethanol-based alternative fuel and traditional fuel, including E-85 and E-10. The entire Good to Go experience is one that offers its shoppers convenience with a conscience. Customers can easily fulfill their traditional shopping needs in a facility that was built with the protection of the environment in mind. The company plans to expand into many more neighborhoods throughout Wisconsin, Illinois and Iowa by 2010. ###

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National Media Kit

Good to Go in the News Appleton Post-Crescent June 30, 2008: “Paving system breaks ground with recycled glass, plastic.” Corporate Report Wisconsin Vol. 23, June 2008: “Around WI: Northeast Business Briefs.” Appleton Post-Crescent November 14, 2007: “Buzz Mailbag.”

Media Contact Rachel Ward Account Executive Verde PR Firm 847-707-4895 rachelnward@gmail.com

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National Media Kit

Local Media Advisory

Stephanie Trifone | strifone@verdepr.com | 630-881-8742 FOR IMMEDIATE RELEASE

Good to Go ECOnvenience announces grand opening of first outlet

Eco-friendly Grand Chute store offers convenience with a conscience APPLETON, Wis. (April 6, 2009) – Good to Go ECOnvenience is proud to announce the grand opening of its first outlet on May 2, 2009. The store will give consumers who are concerned about the impact they leave on the environment a chance to achieve convenience with a conscience. Featuring a convenience store, car wash and alternative fuel station, Good to Go incorporated innovative technologies into the design that minimize the store’s impact on the environment. Community members are invited and welcome to attend the grand opening festivities to learn more about Good to Go. WHAT: Grand opening of the inaugural Good to Go ECOnvenience Center. Event will feature opportunities for community members to learn about the features of the store, receive giveaways and participate in the creation of a community art piece to be entitled “We Can Change the World.” WHERE: Good to Go ECOnvenience Center, located at 2141 W. Wisconsin Ave., Grand Chute, Wis. WHEN:

12:00 p.m. on May 2, 2009.

WHY: To celebrate the grand opening of Good to Go’s first store and local customers’ access to convenience with a conscience. For further information, contact Stephanie Trifone at 630-881-8742. Please visit the website at www.goodtogoeconvenience.blogspot.com for additional details. ###

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National Media Kit

Local Press Release

Stephanie Trifone | strifone@verdepr.com | 630-881-8742 FOR IMMEDIATE RELEASE

Good to Go ECOnvenience announces grand opening of first outlet

Eco-friendly Grand Chute store offers convenience with a conscience APPLETON, Wis. (April 20, 2009) – Consumers who are concerned about the environment must search no more to find a store that achieves convenience with a conscience. Good to Go ECOnvenience Center will celebrate the grand opening of the firstof-its-kind, eco-friendly convenience outlets in Grand Chute, Wis. on Saturday, May 2, 2009. “’Convenience with a conscience’ is not just a slogan for Good to Go,” said Angie Nikolas, vice president of neighborhood relations for the company. “Our convenience centers will truly offer a simple, expedient shopping experience that allow customers to live green without changing their daily routine.” The grand opening event will allow the local community to learn about the features of the store, receive giveaways and participate in the creation of a community art piece to be entitled “We Can Change the World.” Students from area schools will bring recycled soda cans to the event and assist in the construction of a giant globe sculpture. Throughout the day, shoppers will have the opportunity to win gift cards for the store as they learn handson about the exciting technologies featured throughout Good to Go. - MORE -

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National Media Kit: Local Press Release

-2Featuring a convenience store, car wash and alternative fuel station, Good to Go incorporated innovative technologies into the design that minimize the store’s impact on the environment. Utilizing design elements such as a green roof and pervious concrete systems, Good to Go was built to the guidelines of the Leadership in Energy and Environmental Design (LEED) program, which is administered by the U.S. Green Building Council, and is on-track to become LEED-certified. The convenience store offers automated merchandising systems that allow customers quick and easy access to traditional convenience store products, ranging from milk to diapers. In addition to the main “Shop 24” system that utilizes robotics to allow customers 24-hour access to their needs, the convenience store will feature a gourmet coffee kiosk, a DVD rental machine, and a bulk ice dispenser. The car wash offers customers the opportunity to collectively save more than two million gallons of fresh water each year. It features several energy-saving elements and a water cleaning and reclamation system that uses two gallons of water per wash instead of the traditional 40 gallons. Good to Go’s car wash allows customers to help protect the global water supply and prevent excessive uses of energy without any additional effort or cost to the consumer. Free car washes will be available during the Saturday grand opening event. Good to Go will also feature fuel pumps with environmentally-conscious ethanol-based alternative fuel and traditional fuel, including E-85 and E-10. The entire Good to Go experience is one that offers convenience with a conscience. Customers can easily fulfill their traditional shopping needs in a facility that was built with the protection of the environment in mind. The company plans to expand into many more neighborhoods throughout Wisconsin, Illinois and Iowa by 2010. ###

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Media Contacts Print Publication Contacts Name: Bryan Walsh

Publication: TIME Magazine Title: Reporter Focus: Business and green issues

Name: Daniel Stone

Publication: Newsweek Title: Reporter Focus: Green issues (particularly in “Project Green� editions)

Name: Larry Avila

Publication: Appleton Post-Crescent Title: Business editor Contact information: 920-993-1000 x292 lavila@postcrescent.com

Name: Andy Thompson

Publication: Appleton Post-Crescent Title: Community news editor Contact information: 920-729-6620 x29 athompson@postcrescent.com

Name: Jim Lundstrom

Publication: Appleton Scene Title: Editor Contact information: info@scenenewspaper.com

Name: Steve Holtz

Publication: Convenience Store/Petroleum Title: News Director Contact information: 630 -574-5075, ext. 234 sholtz@cspnet.com

Name: Don Longo

Publication: Convenience Store News Title: Editor-in-Chief Contact information: 646-654-7489 dlongo@csnews.com Convenience with a Conscience

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Media Contacts

TV Contacts Name: Lee Hatter

Station: WFRV 5 (CBS affiliate) Title: News Director Contact Information: tips@wfrv.com 920-437-5411

Name: Tom McCarey

Station: WBAY 2 (ABC affiliate) Title: News Director Contact Information: wbay@wbay.com 920-432-3331

Name: Megan Rushmore

Station: WGBA 26 (NBC affiliate) Title: News Director Contact Information: youask@nbc26.com 920-494-2626

Name: Juli Buehler

Station: FOX 11 (Fox affiliate) Title: News Director Contact Information: juli.buehler@wluk.com 920-490-1420

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Media Timeline

Media Timeline January 5, 2009: Begin pitching to TIME for environmental issue April 3, 2009: Sale date of TIME’s annual environmental issue April 6, 2009: Send media advisory to local press; add grand opening event to online calendars and forums for local press April 20, 2009: Send media kits that include local press release to local media contacts April 29, 2009: Follow-up with local media contacts on grand opening attendance May 5, 2009: Send media kits that include national press release and updated “Good to Go In the News” section to national trade publications; send press release about grand opening through ENN.com’s service

May 18, 2009: Follow up with national trade publications on media kit/press release June 15, 2009: Begin pitching to Newsweek following the release of one of their “Project Green” issues for a December issue

December 14, 2009: Issue date of a Newsweek “Project Green” issue that will focus on

technology

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Examples

Print Advertisements on’t You d

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Good to Go will do that for you.

E85 gasoline and regular gas available

Convenience with a conscience.

Convenience with a Conscience

75


Examples

ater w s s Use le for your

carwash than you do for your

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morning showe

Good to Go car washes only use two gallons of new fresh water.

Convenience with a conscience.

Can’t find the

eggs? Good to Go has

everything in one place.

Good to Go stores keep all goods in one automated vending machine.

Convenience with a conscience.

Convenience with a Conscience

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Examples

Billboard Advertisements ater ess w for your

Use l

carwash

than you do for your

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morning sh

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Convenience with a conscience

Convenience with a Conscience

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Examples

Letter to Principals

Angie Nikolas 16645 W. Greenfield Ave. Suite D New Berlin, WI 53151 262-827-4866 Rick Waters 3601 S. Telulah Ave. Appleton, WI 54915 March 23, 2009

!

Dear Principal Waters, Good to Go would like to request your permission for Janet Berry Elementary’s participation in a local event on Saturday, May 2, 2009. The grand opening event for Good to Go Econvenience Center in Grand Chute will be centered around a community wide art project. Supporting our company mission of providing convenience while at the same time reducing our environmental footprint, we hope to involve the local community in a unifying project that will use recycled cans to create a new art sculpture. We are asking all of the elementary schools in the Appleton School District to be involved with this art project. The school with the highest participation rate will receive the finished artwork as a donation to display at the school, or at a different location of the school’s choice. This contest is easy for your students to participate in. We ask that your students bring a recycled aluminum soda can to contribute to our community sculpture on Saturday, May 2, 2009. Upon arrival, all the students have to do is bring their can and tell a Good to Go representative which school they attend. The students will then be able to sign their names on their recycled can as a physical reminder of their role in the larger community. At the event, students will learn about the importance of recycling and watch their personal contributions become a significant part of a community effort that supports the arts and an environmentally conscious lifestyle. If your school decides to participate, we will supply you with informational materials that each student can take home to his or her parent(s) or guardian. Thank you for considering this request. I hope you support this endeavor and encourage your students at Janet Berry Elementary School to be a part of this community event. If you have any questions regarding this information, please contact me at 262-827-4866. Sincerely, Angie Nikolas Vice President of Neighborhood Relations Good to Go Econvenience Centers

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Examples

Brochure About Good to Go

Contact Information/ Hours Our Locations: 2141 W. Wisconsin Ave. Grand Chute, WI

ce enien Conv h a wit nce cie Cons

262-827-4866 Open 24 Hours www.goodtogoeconveniencecenters..com

Good To Go

is a carwash and automated merchandiser (vending) company that partners with a major ethanol producer to provide for an environmentally friendly facility.

Convenience with a Conscience

Good To Go

is a project for today and tomorrow. With the first development in Grand Chute and beyond, we stay committed to providing an environmentally conscious solution for a convenience store, car wash and fueling station.

What we have to offer you

What makes us different

Shop 24/ Vending -Convenience store of vending machines.

Good to Go helps preserve our environment through the use of LEED (Leadership in Energy and Environmental Design) certified design elements such as:

-Green Roofs -Pervious Concrete -LED Lighting -Alternative Fuels including E-85 -Car Wash that will reduce water

-Vast array of products will be sold through vending machines. -Nearly 200 different items for sale 24 hours/ day. -Machines include, ice, ATM, DVDs, grocery, soda, snack and frozen foods. -Accepts credit and cash.

usage from 40-50 gallons per wash to 2 gallons per wash. All of these efforts help to promote our mission of eco-friendly convenience, or as we like to call it:

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Examples

Direct Mailer

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Sources Budget Sources ENN.com www.enn.com Cision Ruth McFarland (ruth.mcfarland@cision.com) Banner Kinkos Letter to school principals www.usps.com Candy for give-a-way bag www.samsclub.com Book to record school competition www.walgreens.com Large Bins www.uline.com Permanent markers www.walgreens.com Table and Chairs www.canopiesevents.com Tote Bags Liso Tote Bag Give-away bags www.papermart.com Stickers for give-a-way bags www.planetlabel.com Automated convenience gift cards Scott Ward (scottwardrdg@aol.com) Good to Go bouncy ball www.gumball-machine.com/custom-bouncy-balls.html Brochures Kinkos Direct mailer Kinkos Print advertisements www.scenenewspaper.com/images/NEW-2008-RATE-CARD.jpg Billboards jonessign.com Green footprint stickers planetlabel.com Junk car www.autosalvage.com Sports Team Sponsorship Sarah Fredrick (aprdsports@appleton.org) Festival Foods Turkey Trot Sponsorship Sean Ryan (sean@netnet.net) Fox Cities Marathon Sponsorship Jesse Drake (info@foxcitiesmarathon.org) AXIS TV Mike Hanson (678-392-1758)

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Good to Go Book