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RFP Plan Sujeit’s Snax

Representatives Emma Rowell Britta Sanchez Vicky Hernandez Annmarie Motley Alexis Dosamantes

California State University, Fullerton 800 N State College, Blvd, Fullerton CA 92831

Table of Contents

Letter of Transmittal

The Executive Summary

Introduction

SWOT Analysis

Pest Analysis

Problem Statement

Goal Statement:

Objectives

Key Audiences + Messages

Implementation

Results/Evaluation

Budget and Timeline

References

Letter of Transmittal

May 18, 2021

Dear Ms. Sujeit, In response to our work agreement, CSUF Capstone PR Management is here to present a public relations plan that we believe will increase awareness and sales for your snack brand as well as improve the aesthetic of your Instagram page.

As you’ll see in the executive summary, we propose to help by implementing at least two strategies that involve social media tactics and tools. Since your business revolves mostly around social media, we propose that most of the work will be social media based and measured through the analytics of your Instagram account. The work will appeal to the primary audience of your business who are around the ages of 18-25. We are anticipating completion of proposed strategies by the end of May 2022 and project at least a 15% increase in sales by that time.

We would like to thank you for your time and consideration. We look forward to helping Sujeit Snax.

Sincerely, CSUF Capstone PR Management

The Executive Summary

Our client has a business called Sujeit Snax where she provides a product and service of creating homemade Chamoy and it is decorated with an assortment of fruits and/or candies. She takes on custom pastries with a two week notice for customers and uses the social platform, Instagram to promote her business and brand, while also using it’s direct messaging to take order transactions.

Due to the fact that it is a small business that is mainly known about through friends, family and word of mouth, the client’s business could use help with more exposure by revamping some things such as new logo design that would be appealing to certain audiences and using clear tactics that will help expose her brand to a larger audience. By setting forth a few strategies and tactics that will be organized by a calendar of when and what time she should implement these, will help push her business in the direction she has talked about. With such a short amount of time with planning, it is clear that the tactics and strategies that we suggest may not all be executed. Thus, the goal for this is to create a long term plan that will help to build more awareness for the Suijet Snax business.

As a year-long plan, we aim to reach the client’s key audiences by using low to free budget strategies and tactics on the social media platform, Instagram as the tool. According to P. Litman’s How Runway Influence helps brands gain over 200k organic followers in just a few months, “Brand development and marketing have evolved over time. People are no longer interested in sponsored ads. A verified source like an influencer can create more interest and engagement with customers than advertisements.” Influencers can be anyone that is a trustworthy link to the business, in most cases this could be the customers themselves. In fact, when it comes to promoting a brand or business, influencer marketing has a wider reach compared to paid ads because the credibility factor plays a role. Consumers find it safer to purchase products recommended by influencers they follow and trust (Litman, P, 2021).

In regards to this known information, part of the goal for our client is to have customers enter a giveaway contest, where they may like a post, tag a friend and post a “Selfie” with a known product from the client’s business, using the hashtag “FamFavSnax.” Paid ads are forced visuals from an unknown brand page sponsored by social media. Customers don’t feel very connected to these ads on media channels (Litman, P, 2021). However, “The brand soon builds a relationship with the consumers through the influencer”, in this case, the customers, known as Fam, would be engaging and circulating their own content about the brand and its Chamoy products for free, mostly.

Due to the digitalization of society increasing, it has become important for brands to leverage their business over the internet in more ways than just a homepage website. Having a formidable presence online means to tap into the current popular culture, which includes knowing how to navigate popular social tools like Twitter, Facebook, Instagram and most recently, the newest platform, TikTok. Social media sites, particularly Instagram, have turned into wide-reaching advertising platforms, and free advertising at that. If you want to get the word out about your company, you must utilize digital advertising (DN, M.N.,2021). However, it was noted before that paid ads may render as unauthentic or trying too hard, while implementing more organic ways to come off sincere and genuine will definitely rank in views, likes and profits. Zac Sheaffer’s Why investing in your digital presence is essential [...]Zamage clothing utilizes instagram for no-cost high-exposure digital advertising, describes the tactics and strategies used to help his brand’s exposure to a wider audience. In Sheaffer’s story of utilizing social media, he “offered contests like a golden ticket for a free pair of shoes or a free album with every purchase.” These tactics worked and his business, Zamage Clothing, began to see some growth. Plus, the brand’s online presence was further cemented when celebrities like DJ Envy and Charlamagne Tha God began to post images online with them wearing custom Zamage items (DN,M. N., 2021). Half the time, what truly signifies as a solid digital footprint, is being supported by a community, in which Zamage takes pride in being a “people’s brand” and giving back to the community of Lancaster. Sheaffer has sponsored inner-city basketball leagues, given away thousands of Zamage-branded face masks during the pandemic, and offers free clothing to recently released inmates (DN,M. N., 2021). The result of this is that Sheaffer’s clothing brand, Zamage has established an online presence, while also it has “presented itself as a socially-conscious business that is firmly

rooted in its community.” Implementing strategies and tactics that will not only help your brand, but consider customers and employees first will be well admired and liked by most audiences.

Based on the research above, our client, being a small business, has already established a firm foot in their community. She had mentioned how she refers to her customers as “Fam,”, which is a strength in the right direction for establishing a social media presence. With already loyal customers, this is an opportunity to have those same loyal consumers, willing to promote their favorite Chamoy vendor through fun tactics that will also benefit their social media presence. It may be enough to gain some traction, but impressions of the brand’s visuals and image are also indications of being authentic as well. According to the Philadelphia Tribune, “one of the biggest hurdles is choosing visual clues - fonts, colors, illustrations and photographs - that channel a product's physical or conceptual provenance.” Thus, designing a subtle balance of visuals is a crucial element to branding one’s business. A brand identity that's too sleek and polished might appear inauthentic and lose credibility. Yet folksy designs or a reliance on regional symbols can look cliché and dated (Roberts, N., 2021).

The fact that the product and service she is offering is chamoy fruits and candies, may already indicate a primary audience: the latino/hispanic community. Younger individuals or groups are also a key demographic which could be within the Latin community, but may also include other communities such as African Americans, Asians and Pacific Islanders. Targeting these key audiences would be smart because according to the Philadelphia Tribune, “there is a strong appetite for foreign cuisines and products, especially among younger generations: "They love to experiment with food.” Plus, the client is located in Fullerton and makes deliveries from a second location in West Covina, both of which are predominantly a mix of all those communities mentioned. This is another strength that is to the clients business.

Introduction Sujeit is a student currently attending Cal State University, Fullerton, where she is studying biology. Her small business, ‘Sujeit’s Snax’ began as a family chamoy recipe passed down through generations, with a few loyal friends and family as her customer base, a few short years into her business and now she has amounted over 250 followers on her social media, with full menus that offer an array of delicious snacks. From fresh fruit, to sour candy and mini mangos, Sujeit takes snacking to the next level with her personal chamoy recipe. She offers holiday-special boxes, such as ‘The Love Bucket’ and ‘I Heart You Boxes’. In response to a request for proposal for the client, Sujeit’s Snax, it is our pleasure to offer the following proposal for a one-year public relations campaign. With the goal to rebrand her social media, to truly represensent her ‘chamoyologist’ approach, we plan to update her logo, her brand name, her highlights, and her content. We plan to engage her followers with giveaways, and a more clear availability calendar for when deliveries will be made. We also hope to help organize her internal business data such as profit and sales. Our proposal is based mostly on general information from other small chamoy businesses, as well as personal research with Sujeit herself, and looking at social media trends and the target audience. Using that information, we hope to translate that into an interpersonal communication between the small business and her customer base through strategies and tactics we recommend.

SWOT Analysis

Strengths ● The client’s brand already appeals to families and younger generations. ● One on one with these audiences makes her business likable & trustworthy. ● She’s based locally within a 5-10 radius from potential customers which makes the delivery of her products fairly easy. ● Accepts custom orders to fit customers desires. ● Aesthetic Instagram theme that catches people’s eye.

Weaknesses ● It’s a small business on Instagram so may not have much exposure compared to others. ● It’s only known about through word of mouth: family and friends. ● Is only on one type of social media platform; Instagram. ● The brand revolves around Chamoy flavoring, but not everyone may be a fan of Chamoy itself. ● Only located in Fullerton and Rialto.

Opportunities ● With the help of social media, client can broaden their audience. ● Get the message or brand message across instagram or other platforms faster and at no expense. ● Type of small business that can attend pop-up shops. ● People are more open after COVID-19 to support small businesses. ● New business that has a large room for growth.

Threats ● Other similar businesses that sell similar products for maybe less. ● Even other small businesses make use of ALL the social media platforms to help leverage their business. ● Other small businesses that have chamoy as an option, but include a more diverse type of deserts. ● New start up business that has been up for only one year compared to others. ● Other businesses that are located in the center of Los Angeles or have multiple locations.

Pest Analysis

Political ● Various versions of Mexican chamoy are sold under different brand names in Mexico and parts of the American southwest. ● Businesses selling Mexican snacks exist around OC county. ● For example La Michoacana is a well established brand that has thousands of fans worldwide. ● Many individuals recently lost their jobs and currently don’t have extra money to be spending on luxury items such as customized chamoy candies. ● Individuals would feel more comfortable going to a more established business that has been known longer because it feels safer than a brand who is based at home.

Economic ● Chamoy is a well known sauce or flavored condiment that is sold in most countries like Latin America or even Asia. ● Using IG can help with promoting the Client’s Chamoy brand with low to no cost. ● Brands who make Chamoy make it so that it can be cheaper than homemade chomy. ● Many individuals who can't splurge the extra cash would rather buy chamoy that is cheaper. Thus, they go the store bought route. ● The supply and demand of chamoy candies continue to grow.

Social ●

Technological ● Instagram offers businesses small or big, tools and strategies to help get their messages across to wider audiences. ● She doesn't have a website where people could easily order their delicious snacks. ● Individuals who do not have a phone or technological device may be unaware of her business. ● Her only social media platform for her snack page is instagram. No Facebook or TikTok specifically for her snacks. ● She doesn’t have a system to track her orders since she accepts all of them through direct message, which may be more difficult to track.

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Social media devices and being connected through social platforms have become a way of life. Individuals and businesses have a far better chance to reach their target audiences through these platforms. Brand owners can have a more personalized relationship with their audiences, making it a more trustworthy experience. Easier to ensure satisfaction between customers with an active Instagram account. Social media is limitless and new customers can be found through word of mouth, giveaways, and hashtags.

Problem Statement Based on the above information and the client’s goal to increase awareness to the Instagram page of Sujeit Snax, which has a primary audience of individuals around the ages of 18-25. We see that only having one social media platform and being a small unknown business can be limiting factors. Our challenge then, is to plan and launch a year long campaign that will result in an increase of awareness, followers, and sales for Sujeit Snax.

Goal Statement: The goal is to increase exposure for the client’s business, and rebrand her Social Media. We plan to update the client's logo to better represent her interests, and upgrade the aesthetics of her overall brand. This increase in exposure to a wider audience will be done through strategies and tactics implemented throughout the year by following these objectives down below. The plan will seek to target groups of audiences part of the Latino/Hispanic community, African American and/ or Asian Americans.

Objectives

Objective 1: Gain a 10% increase of views and/or followers by the end of each month. Objective 2: Create an entirely new logo that incorporates aspects of her background in biology. Bring the ‘chamoyologist’ brand to life.

Key Audiences

To address the above stated challenges, we propose targeting young individuals, with a primary audience focus of those around the age 18-25. This age range is likely to support a candy business on Instagram. The most important factors for these consumers when considering purchasing from Sujeit Snax are the aesthetics of the small business and the idea of supporting a small business’s dream.

We chose to focus our secondary audience on those around the ages 26-50. We believe this age group is likely to purchase a chamoy fruit platter from the small business for a family-like party. We also believe that with convenience and accessibility, this age group would be willing to purchase for themselves or their family.

The overall target demographic for Sujeit Snax would be hispanic individuals. Since chamoy is a variety of sauces derived from Mexican culture, we believe that the target demographic would include latin individuals.

Key Messages Primary Audience: 18 - 25-year-olds Primary message: Sujeit Snax promotes homemade chamoy that will satisfy your needs.

Secondary message: Customize your chamoy order to your liking. Secondary message: Personalized snacks with diverse pastry options. Primary message: Supporting a small business means more than you think. Secondary message: Make a change and support one's dream. Secondary message: Be a part of supporting a small business.

Secondary Audience: 26-50-year-olds Primary message: Homemade and accessible snacks made for you. Secondary message: Choose from our diverse options and easily order through DM. Secondary message: Homemade chamoy that can be delivered to your door on Sundays if you live in the Inland Empire. Primary message: Help support a local business that sells homemade chamoy for you and your family. Secondary message: Choose us and our chamoy fruit platters for your family parties. Secondary message: Offers popular and tasty gummies and snacks for you or your kids.

Implementation

Strategy #1: To influence external audiences by creating monthly giveaways that will encourage promotion of brand and good active one on one relationship between the client and their consumer.

Tactics: ●

Using Canva to create colorful and engaging posts that will appeal to both key audiences

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Create a series of IG stories that are Q&As or Polls. These are popular forms of engaging actively with audiences, known as stickers. Research has stated that 60% of businesses use interactive elements like stickers in their Instagram stories (10 social media trends for 2021, May 2021).

Tools: Canva and IG stickers

Strategy #2: Increase 10-15% page views and/or following count by promoting #FavFamSnax

Tactics: ●

Capturing primary audience attention would help influence secondary audiences to view, like and possibly follow the client, such as telling their current followers to post a selfie of themselves, enjoying a favorite Sujeit Snax product, tagging a friend & hashtagging FavFamSnax.

Tools: Instagram post hashtags

Results/Evaluation

Her previous logo is pictured to the left, with her updated logo below. It was important to her that the sunset background still be included, but the overall logo be completely reimagined to include an Erlenmeyer Flask to incorporate her background in Biology.

She wanted to include the same fruits covered in chamoy, with the chamoy ‘exploding’ out of the flask. She wanted the logo to read ‘Sujeit’s Snax’ opposed to ‘Personalized Snax by Sujeit’ to match her Instagram Username. We utilized Procreate to create the logo for her, and then Canva to share it with everyone.

Link to Sujeit's Snax Logo

Not only did we want to work on her business externally, but on the internal side of things we wanted to update her business organization in terms of profit/sales. We also created two templates for her availability calendar that she uses to notify her customers of when is available to take orders

or deliver. She will be able to alter these templates and customize them to each month as she desires. We utilized Canva to create these so that she can easily access and utilize them. Her Original Calendar:

We offered some templates for the possible highlight rebrand, such as fruit icons that matched her logo to create a clear brand message, and uniformity across her logo and social media platforms.

Link to Canva Highlights These are the new highlights we have created for her Instagram business page. She wanted the highlights to be more consistent with her branding, as well as her logo. She felt like the different images on her current highlights would look more professional and cohesive if we incorporated the ombre of her logo. The fruit icons helped add to that overall brand feeling, correlating with the fruit in her logo. We utilized Canva to create the icons so that they can be easily downloaded and accessed for her social media platforms.

References

DN, M. N. (2021). Why investing in your digital presence is essential according to zac sheaffer: Zamage clothing utilizes instagram for no-cost high-exposure digital advertising.Englished.

Litman, P. (2021). How Runway Influence helps brands gain over 200k organic followers in just a few months.English ed.

Roberts, N. (2021, Mar 28). Foreign foods hope to excite American shoppers. Philadelphia Tribune, Retrieved from https://search-proquest-com.lib-proxy.fullerton.edu/newspapers/foreign-foods-hope-excit e-american-shoppers/docview/2510614439/se-2?accountid=9840

10 social media trends for 2021. Canva. Retrieved May 10, 2021, from https://www.canva.com/learn/social-media-trends/