Final Positioning Paper

Team Hi-C

Clayton Mackay, Jessica Collett, Corey Sparks

Positioning Paper Assignment

JCOM 2310

March 19, 2008

As the head of PR for Burger Planet, we’ve decided to change our menu in a few different ways to bring in a wider variety of customers to all of our stores. Recent surveys have showed that women in their 30s and 40s have stopped coming to Burger Planet and we believe that this has to do with our menus containing mostly burgers and fries and the ever growing number of health conscious customers. We’d really like to see an increase in this target audience, since most women in their 30s and 40s have families and are often in charge of dinner for their families.

We’ve decided first off to bring in Jayne Petersen who has recently gained enormous commercial success due in part to her being Opal Whitcomb’s personal trainer and helping her loose and keep off weight. With her as a spokesperson, we will appear to this certain age group of ladies since a large number of them have seen her often on television and she promotes healthy lifestyles.

We’ve also added a lot of great new items to our already stellar menu that should appeal to the more health conscious customer. We’ve added white meat chicken breasts and we also offer the option to buy the chicken breast wrapped in lettuce in case they are also on a low-carb diet. Customers can also ask to hold the mayo off of their sandwich which will reduce a sandwich by as much as 500 calories. None of our competitors offers a similar entrée.

We also added apple slices to the menu so customers can choose from their choices of five different fruits: apples, bananas, grapes, peaches, or pineapples. We also added three brand new salads to give our customers another healthy option to choose. Many of our competitors have been offering salads for years and for many of our customers seem to enjoy the option of choosing them.

We will kick off our new media campaign by having a large gathering at Times Square with both Corny the Clown and Jayne Petersen there. We will also begin airing multiple commercials showing off our new items on television, the internet, and on radio and by running lots of events in multiple states.

We believe that these events will help bring in more women in their 30s and 40s along with more of the ever increasing number of health conscious consumers. By giving customers a healthy reason to come to Burger Planet, we hope to increase the number of people who come to our restaurants which will increase our revenues and give us a better public appearance.

Media Pitch

Dear Mr. Frazier,

I'm writing to you to let you know of a great local association that many of your readers might be interested in knowing about. The Cache Valley Area Investors Association is a locally operated organization started by Preston Parker, a teacher up at Utah State University. It has about 40 members and meets every other Thursday at the Cache Chambers of Commerce at 7:00 p.m.

This organization tries to help its members earn residual income so they can hopefully become financially independent so they don't have to live paycheck to paycheck. The CVAIA is a free organization and its members help set the topics for the meetings. If you want to learn how to invest your money to get 25% returns, they can teach you. Need to know how to buy stock? No problem.

This is a great organization that can help all of you readers make a better life for themselves and their families. You can contact me, Corey Sparks, at 435-770-1129 or at corey.sparks@aggiemail.usu.edu. Thank you for your time and consideration. I would love to answer any of your questions and look forward to hearing from you soon.

Sincerely,

Corey Sparks

Public Relations Advisor

Press Release #4 Final

For Immediate Release

February 28, 2008

Contact: Rex Davis, owner

Kick the Can

435-770-2083

Kick the Can Garbage Removal Starts Up

LOGAN, Utah- A brand new and exciting business is just starting up in Cache Valley for both commercial and household use. Have you ever forgot to put your trash can out on the street the night before garbage day? Instead of trying to cram another week of garbage into your already packed trash can, call Kick the Can instead. Within in 24 hours, they can pick up any trash can in Cache Valley and haul away all of your unwanted trash.

Kick the Can is also available for commercial site clean ups, recyclables, lawn trimmings, and any other garbage removal you can need. Free bids are available on how much it will cost to remove your trash.

Kick the Can is a Cache Valley owned business started in February by Rex Davis.

So instead of being left with all of your smelly garbage, take the smart way out and call Kick the Can now.

For more information contact Corey Sparks, Public Relations Advisor, at 435-770-1129 or at coreysparks@aggiemail.usu.edu.

Press Release for JCOM 2300

Corey Sparks

JCOM 2300

Assignment #2

I picked a recent press survey from BMW to do my assignment on. The press release from BMW was an announcement for the MINI John Cooper Works and the MINI John Cooper Works Clubman. This announcement shows that they are taking a previous model of their MINI and their even newer Clubman and are making a higher grade model more in line for those people who like to drive everywhere like it’s a race. These two specific models are driver’s cars. From their bigger and faster engines down to their redesigned underpinnings that will help the car be more stable and able to turn sharper.

The first article I found was at a website called Autoblog. This is a site where they take all the news that comes out in the automobile industry, in this case the actual press release, and then they write an article about what they really think of it from a consumer standpoint. This article was written by Michael Harley and was a very positive overview of the press release. He goes through and talks about how the new engine will be even faster then the old one. The new suspension and transmission are both upgrades as well, along with a newly upgraded interior that give the car an even better look as well. The overall tone of the article was extremely positive, with nothing in it that showed a negative side. Even the sticker price for the car was mentioned, but right afterwards he hinted that you might need to “storm your dealers” explaining that for what you are getting, it really is a good price.

The automobile world is very vocal if they think that any new innovations that a company is coming out with soon, might be a bad idea. But the one thing you can always count on, is if you have a company, like BMW, that is highly regarded especially as a “driver’s car company” any new press release that adds to this overall idea will be regarded extremely highly. It’s just how most people want to envision driving a car everyday of their lives.

The next article I found was at a website called Winding Road that seems to cater pretty exclusively for those people who like to drive a car like they envision it should be driven. Meaning if you own a car that has any sort of history as a race car, then you shouldn’t hesitate to drive your car that same way. The article was written by Dustin P. Walsh and is another announcement for the brand new MINI’s. The cars originally debuted at the Geneva Motor Show and this article just goes into a little more explanation about them. It talks about the brand new turbocharged and direct injected engine putting out 207 horsepower and how fast to 60 miles per hour it will be. It also goes into minimal detail about some of the new upgrades: light alloy rims, light and extremely high- performance brakes, a new exhaust system, and a modified six-speed manual transmission.

The overall tone of this article is once again extremely positive as well. Both of these two editors probably pride themselves on being very knowledgeable on how to drive a car, and they both probably like BMW. Most people usually have a pretty hard time finding a lot of fault with a company like BMW, because they market themselves so well. The company logo is “BMW, The Ultimate Driving Machine.” And if you drive a BMW, you totally believe in this. Ask either one of my parents. They bought one a few years ago, and not only did I always have to hear about how great their car was, over and over again, but they were extremely proud of that car. I think with the great engineering and great marketing of their products, bring about an immense source of pride and happiness to the customers.

These two articles were actually incredibly easy to find using Google’s search engine and the simple key words from the press release. If you are in the automobile industry you probably like to talk about cars all the time. And there are multiple magazines out there that contribute to these desires. The automobile industry is changing incredibly fast, especially in the face of all the environmental concerns and the fact that the government is getting ready to enforce a few laws in the next few years. The press release that I used was very good. It talks about the upcoming cars in a way that makes them look like everybody who wants to be somebody should own one. My only complaint was after the first couple of paragraphs, it lapsed into lots of technical specs that really made me just gloss over some of the paragraphs. And the press release was incredibly long. Automobile companies are always bringing out special editions and more superior upgraded models every year, and for the most part these “new” cars are always looked upon eagerly and with a feeling of longing towards them. This press release was no different. In the past, MINI has taken the John Cooper name, upgraded their current platforms, and sold these upgraded models for a premium price above the everyday current models. It seems like they’ve found a winning idea that their consumers appreciate, and they’re following the proven road and doing it once again.

Press Release #4 Draft

For Immediate Release

February 19, 2008

Contact: Rex Davis, owner

Kick the Can

435-770-2083

Exciting New Business Announced In Cache Valley

LOGAN, Utah- A brand new and exciting business is just starting up in Cache Valley for both commercial and household use. Have you ever not gotten your trash can to the street in time? You rush out there just as the garbage man waves and drives away? Well we have the answer for you. Instead of trying to cram another week of smelly garbage into your already packed trash can, call us instead. Within in 24 hours, we can pick up any trash can in Cache Valley and haul away all of your unwanted trash.

Kick the Can is also available for commercial site clean ups, recyclables, lawn trimmings, and any other garbage removal you can need. Free bids are available on how much it will cost to remove your trash.

Kick the Can is a Cache Valley owned business started in February by Rex Davis.

So instead of being left with all of your smelly garbage, take the smart way out and call Kick the Can now.

For more information contact Corey Sparks, Public Relations Advisor, at 435-770-1129 or at coreysparks@aggiemail.usu.edu.

Press Release #3 Final

For Immediate Release

February 15, 2008

Contact: Preston Parker, President/Founder
Cache Valley Area Investors Association
www.cvaia.com
cachevaia@gmail.com
four three five-seven five seven-four five six zero

Cache Valley Financial Education Meetings Announced

LOGAN, Utah- A brand new and exciting educational experience has just been announced for residents in and around Cache Valley. Its primary cause is to promote financial education and teach people that earned income isn’t the only way to make money. This is free education to help its members become financially independent and to do so with lots of happiness.

Preston Parker is the president and founder of the Cache Valley association. He started teaching the classes because the thinks that people should “do the job they want to do, because they love it.” He stresses that people shouldn’t do certain jobs just to make a lot of money. The group meets every other Thursday at 7:00 p.m. at the Cache Chambers of Commerce at 160 N. Main St., in Logan.

The Cache Valley Area Investors Association was started in August 2007 by Preston Parker and has 40 members involved with it.

Now is the time to make smart decisions concerning your financial status so you can be financially independent in the future. Parker commented that "If you want to make a 25% return off of your money; I can teach you that. Try finding a stock with a turnaround like that. Even the best CD's are only 8%." The sooner people get involved, the sooner they can reap the rewards and be making interest off of their money.

For more information contact Corey Sparks, Public Relations Advisor, at corey.sparks@aggiemail.usu.edu or by calling 435-770-1129.

Press Release #3 Draft

For Immediate Release

February 12, 2008

Contact:Preston Parker, president/founder
Cache Valley Area Investors Association
www.cvaia.com
cachevaia@gmail.com
four three five-seven five seven-four five six zero

Cache Valley Financial Education Meetings Announced

LOGAN, Utah- A brand new and exciting educational experience has just been announced for residents in and around Cache Valley. Its primary cause is to promote financial education and teach people that earned income isn’t the only way to make you a millionaire. This is free education to help you become financially independent and to do so with lots of happiness.

Preston Parker is the president and founder of the Cache Valley association. He started teaching the classes because the thinks that people should “Do the job they want to do, because they love it.” He stresses that people shouldn’t do certain jobs just to make a lot of money. The groups meet every other Thursday at 7:00 p.m. at the Cache Chambers of Commerce at 160 N. Main St, in Logan.

The Cache Valley Area Investors Association was started in August 2007 by Preston Parker and has 40 members involved with it.

Now is the time to make smart decisions concerning your financial status so you can be financially independent in the years to come. The sooner you get involved, the sooner you can reap your rewards and be making interest off of your money.

For more information contact Corey Sparks at corey.sparks@aggiemail.usu.edu or by calling 435-770-1129.