Corporate Communications Portfolio ADPR 5910- PR Administration Hadley Dreibelbis

Tyson is a registered trademark of Tyson Foods, Inc.

Table of Contents Part One: Communications Audit I. II. III. IV. V. VI. VII. VIII. Introduction History Industry Overview Search Engine Optimization Analysis Key Publics Key Message Communication Strategies Suggestions

Part Two: Communications Budget I. II. III. IV. V. VI. VII. Introduction Event Overview Personal Salary and Benefits Materials and Supplies Expenses Venue and Personnel Rates Marketing and Advertising Costs Budget Reduction

Part One: Communications Audit I. Introduction Tyson Foods, Inc., established in 1935, has grown from a small commercial feed business to a member of Fortune 100. Based in Springdale, Ar., Tyson Foods, Inc. is a multinational corporation in the meat processing industry. Known as TSN on the New York Stock Exchange, it is the second largest food production company in the Fortune 500 and the second largest processor and marketer of chicken, beef, and pork in the world. Tyson Foods, Inc. employs more than 115,000 people working at over 300 facilities in the United States and around the world. The history of this company is divided into seven subsections. II. History 1930s: The Beginning Tyson Foods, Inc. began with John Tyson, who would drive 500 chickens from Arkansas to Chicago in a familiar pattern. Within a year, these trips were expanded to five more cities. In expanding his route, Tyson began a commercial feed business. 1940s: The Roots Grow In 1943, Tyson opened the companys first broiler farm. At this time, this move went against the industry trend, and Tyson began cross breeding birds. In this expansion, the company began offering three services: selling baby chicks, selling feed, and transporting chickens to the market. Diversifying the companys offerings helped its expansion, and the roots began to reach further. 1950s: A Family Business In the 1950s, the poultry business became vulnerable due to a fluctuating market and periodic outbreaks of disease (About Tyson: History). To combat the vulnerability of this burgeoning company, John Tysons son entered the business. After declining Swansons offer to buy out the company, Tyson built the first company processing plant. The company continued its path of expansion. 1960s: Going Public After growing considerably in the poultry industry, Tyson entered the commercial egg business and built new offices. The company then went public and changed its name to Tysons Foods. The first action of Tysons Foods was to purchase the Garrett Poultry Company. Purchasing this company was the first of many acquisitions for Tysons Foods and helped its pattern of growth continue. 1970s: A New Name, A Booming Business In this decade, Tysons Foods saw their first appearance on the Fortune 1000, as the chicken industry continued to see a large increase in per capita consumption. In 1971, the companys name was changed to its current Tyson Foods, Inc. An additional 3

computerized feed mill, new processing plant, and two more acquisitions doubled the size of the company. Tyson Foods, Inc. began taking more risks in moving from the commodities market to the sale of value-added products. While doing this, the company became the nations largest hog producer, and it was ready to take its spot in the forefront of the industry. 1980s: Solidifying Its Place Tyson Foods, Inc. began a concentration in the frozen foods section of grocery stores with its Chick n Quick line. In 1982, the company sold the only brand of chicken patty available in all 50 states. This boom in growth allowed Tyson Foods, Inc. to top one billion dollars in sales in 1984. In 1989, Tyson acquired Holly Farms, which once again doubled its size and expanded the companys market to include beef and pork processing. Tyson Foods, Inc. then expanded abroad, partnering with Trasgo to create an international partnership with Mexico and Japan. This partnership was named CITRA. 1990s and Beyond: The Future of Growth Secured 1992 saw the introduction of the company to the seafood industry, which proved to be a successful move. In 1999, Tyson Foods, Inc. reorganized to concentrate on the consumer. This reorganization led to continued growth and prosperity that enabled the company to focus on the big picture of the consumer. In 2010, Tyson Foods, Inc. celebrated its 75th anniversary! III. Industry Overview Tyson Foods, Inc. can be considered to be in the food industry, in the broadest sense. The food industry includes categories such as: regulation, education, manufacturing, food processing, agriculture and research and development. More specifically, NASDAQ and Yahoo Finance include the company in the meat products sector of the industry. This sector deals with the production of wholesale meat parts that will be cut or processed further, ground beef for commercial use, and case-ready items for retail use. The profitability of this industry depends on efficient operations and an effective distribution network, and the demand is driven by consumer income and exports. Industry Trends According to Forbes and Supermarket News, there are eight key food industry trends to monitor as the sector continues to expand and grow. Sustainability: Food companies are working to develop technological solutions to improve efficiency and minimize waste. This can affect the production output of Tyson Foods, Inc. and can attract new consumers if the company proves to be more environmentally friendly and waste-efficient than its competitors. Healthier Choices: Two-thirds of adults and one-third of children in the United States are overweight or obese. With growing concerns of diabetes, high blood pressure and heart 4

disease, companies are offering healthy meal options. If Tyson Foods, Inc. pays attention to this trend, it will see much higher growth in sales. New Proteins: The food industry is seeing a trend away from meat consumption and towards new proteins found in vegetables. While this may negatively impact the meat products industry, it could help Tyson Foods, Inc. discover more ways to diversify its products and stand out from the competitors. Mobile & Sensor Technologies: These new technologies have been implemented in several industries. In the food industry, they will reshape the way consumers interact with and purchase food. Transparency: Customers are increasingly reading labels amidst growing concerns about health and food safety. A trend in the food industry, even in the fast food sector, is awareness about the caloric count and nutritional facts in foods. The food industry is providing detailed information about what is in the foods offered by the particular companies. Snacking & Mini-meals: Companies in the food industry will follow this trend and market products that appeal to snacking lifestyles, rather than products targeted towards full meals. Male Audience: Previously, products in the food industry have often been targeted towards women, since they are the traditional grocery shoppers in the family. However, with the rise of stay-at-home dads and both working parents, companies will begin more product marketing towards men. If utilized in a smart, innovative way, this marketing could prove more profitable for Tyson Foods, Inc. Millennial Consumers: The growing impact of millennials (people born after 1980) is a crucial trend in the food industry. Millennial consumers are interested in affordable foods and are less brand loyal, which means that companies such as Tyson Foods, Inc. must be conscientious about keeping prices as low as possible to attract the younger generations that will continue to buy the brand as they get older. Millennials are also interested in foods that are flavorful and ethnically diverse, which is important to keep in mind when developing new products. Competition Hormel Foods Corporation: Based in Austin, MN, Hormel Foods is a multinational manufacturer of food and meat products. This company employs over 19,800 people and has 11,300 shareholders on record. Hormel Foods Corporation is listed on the New York Stock Exchange under the symbol HRL. They also own subsidiaries: Jennie-O Turkey Store, Inc., Dans Prize, Inc., Farmer John and Hormel Foods International Corp. Ranked 327 on the Fortune 500, Hormel Foods has a high rate of return to investors and is a threat to Tyson Foods in the meat products industry.

Pilgrims Pride Corporation: Pilgrims Pride Corporation is the second-largest chicken producer in the world. This company competes with Tyson Foods, Inc. in the global market, with operations in the United States, Mexico and Puerto Rico. Pilgrims Pride employs over 38,000 people, and approximately 3,900 contract growers supply poultry for the companys operations. Owned by JBS USA, Pilgrims Pride is listed on the New York Stock Exchange as PPC, and JBS S. A. owns 75.5% of the common stock. Pilgrims Pride Corporation is a competitor to Tyson Foods, Inc. in the poultry division and on the worldwide scale. Sanderson Farms, Inc.: Sanderson Farms, founded in 1947, is one of the nations leading food corporations and the third largest poultry producer in the United States. It employs more than 11,000 workers and includes over 800 independent growers. It also services overseas customers, as well as every state in the country. On the New York Stock Exchange, Sanderson Farms, Inc.s stock is listed as SAFM, and it performs well in the market. Smithfield Foods, Inc.: The Luter family founded Smithfield Foods, Inc. in 1936. It since expanded into being the number one pork producer in the United States and has a presence in 12 countries. Known as SFD on the NYSE, Smithfield is ranked 218 in the Fortune 500 for 2012. This company maintains a high return to investors rate and is a tough competitor with Tyson Foods, Inc. in the food production industry. Environmental Efforts Tyson Foods, Inc. includes a section on their website that specifically addresses sustainability. It opens with a welcome message that says: Accordingly, we define sustainability in a way that brings responsibility and accountability into every business activity and process. Our core values and focus on sustainability guide our actions on important issues such as hunger relief, food safety, environmental protection and resource conservation, animal well-being, ethical business practices, the health and safety of our Team Members, and returning a profit to our shareholders. The company also emphasizes, We endeavor to operate our business in an environmentally responsible manner while minimizing our environmental footprint. Tyson Foods works to reduce the amount of water used in their processes through maintaining their wastewater treatment facilities. Tyson Foods also works to reduce their amount of landfill waste and carbon footprint through recycling. Most importantly, they use new technologies that offer alternative fuels, reduce packaging waste, reduce the number of trucks on the road, and conserve energy. Through their Sustainability website, they display statistics regarding water usage and waste reduction, such as the chart below that shows the total water usage of the company by fiscal years, in billion gallons. It shows that this number has dramatically reduced over the past four years and will most likely continue to decrease. 6

IV. Search Engine Optimization Analysis Search Engine Optimization (SEO) affects the visibility of a company on a particular search engines search results. The more frequently and earlier a company appears on the search, the more visibility it receives from its audience. SEO analysis considers how search engines work, which key words are most used in conjunction with the company name and even which search engines are most frequented. SEO can help a business customize their website design, layout, and content offerings so that any user can easily find the information in question. Google Search Results for Tyson Foods Ad: Tyson Job Application (Tyson.jobhat.com) Web pages: These web pages are what appeared on the first page of the search results (in order): o Tyson Foods, Inc. (www.tyson.com) o Welcome to Tyson Foods (www.tysonfoods.com) o Tyson Foods (www.tysonfoodscareers.com) o Tyson Foods- Wikipedia, the free encyclopedia (en.wikipedia.org/wiki/Tyson_Foods) o Tyson Food Service: Home (www.tysonfoodservice.com) o Tyson Food Service: K 12 (www.tysonfoodservice.com/K-12) o Tyson Foods (TysonFoods) on Twitter (twitter.com/TysonFoods) o Tyson Foods, Inc. News- The New York Times (topics.nytimes.com>Business>Companies) o TSN Stock Price Today- Tyson Foods, Inc. CI A Stock Quote- WSJ.com (quotes.wsj.com/tsn)

o TSN: Summary for Tyson Foods, Inc. Common Stock- Yahoo! Finance (finance.yahoo.com/q?s=TSN) o News for Tyson foods Related searches: o Tyson foods o Tyson foods jobs o Tyson foodservice o Tyson foods locations o Tyson foods Buena vista ga o Tyson foods plant locations o Tyson foods corporate headquarters o Tyson foods benefits o Tyson foods mission statement o Tyson foods springdale ar These search results reveal that Tyson Foods, Inc. has a well-built online presence with search results that relate well to the company and its initiatives. The first half of the pages results deal with the companys core values and missions, such as the career opportunities and the information about the company itself. In the second part of the page results, stock information is given about the company, which shows a positive presence with stockholders. These results all direct users to pertinent information regarding the company. Yahoo! Search Results for Tyson Foods Ads: o Great Chicken Fillets-Ready in Minutes (www.Tyson.com/GrilledAndReady) o Tyson Job Application-Hiring Now-Submit an App (Tyson.JobsRadar.com) o Tyson foods jobs (Hiring)-New job openings (Jobs.CareersLocal.net) Web pages: o Tyson Foods, Inc. (www.tyson.com) o Tyson Foods near Athens, GA 30602 o Welcome to Tyson Foods (www.tysonfoods.com) o Tyson Foods- Wikipedia, the free encyclopedia (en.wikipedia.org/wiki/Tyson_Foods) o Tyson Foods (www.tysonfoodscareers.com) o Tyson Foods, Inc.: NYSE: TSN quotes & news- Google Finance (www.google.com/finance?cid=591488) o Tyson: About Tyson (www.tyson.com/About-Tyson.aspx) o Tyson: Products (www.tyson.com/Products.aspx) o Tyson: Products (www.tyson.com.About-Tyson/Products.aspx) o Tyson Food Service: Home (www.tysonfoodservice.com)

o Tyson Foods- SourceWatch (www.sourcewatch.org/index.php?title=Tyson_Foods) The Yahoo! Search results came up with many of the same results as the Google search. However, on Yahoo! many of the results are from the official website itself. This shows that Tyson Foods, Inc. has a strong online presence on Yahoo! as well, and the results are tied directly to the company. More ads are also present with this search; this shows that the company is using Yahoo! Search to sell more products and place job hiring advertisements. Interestingly enough, when Yahoo! Search results are examined, there is no social media presence. This suggests that Tyson Foods, Inc. needs to increase the company social media efforts in order to create a more favorable SEO for younger generations. Bing Search Results for Tyson Foods Ads: o Tyson-Official Website-Quick & Tasty Meals (www.Tyson.com/GrilledAndReady) o Tyson Job Application-Hiring Now-Submit an App (Tyson.JobsRadar.com) o Tyson foods jobs (Hiring)-New job openings (Jobs.CareersLocal.net) Web pages: o Tyson Foods, Inc. (www.tyson.com) o Welcome to Tyson Foods (www.tysonfoods.com) o Tyson Foods- Wikipedia, the free encyclopedia (en.wikipedia.org/wiki/Tyson_Foods) o Tyson Foods (www.tysonfoodscareers.com) o Tyson Foods, Inc.: NYSE: TSN quotes & news- Google Finance (www.google.com/finance?cid=591488) o Tyson: Contact Us (www.tyson.com/Contact-Us.aspx) o Tyson: Products (tysonfoods.com) o Tyson Food Service: Home (www.tysonfoodservice.com) o Tyson Foods: Facebook (facebook.com/TysonFoods) o Tyson Foods News, Photos, and Videos- ABC News (abcnews.go.com/topics/business/companies/tysonfoods.htm) The Bing search proved to have many of the same results as Yahoo! and Google, with only a few key differences. For the first time, Tyson Foods Facebook page appeared in the search. Bing seems to have more of an optimized search for social networks, which is key in targeting a younger audience. Additionally, ABC News appeared on the Bing search, which gives a more rounded look at the company that may interest some customers.

Alexa Traffic Report A search on www.alexa.com revealed statistics on the tyson.com website over the last three months. Demographics: The consumer who typically views tyson.com and presumably uses Tyson Foods, Inc.s products regularly is female, between the ages of 25-34, with some college education. Demographics show the consumer frequently has children and browses from home, which might suggest that a stay-at-home mother is the typical audience for Tyson Foods. Daily Traffic Rank

The daily traffic rank trend is a measure of the number of unique page views and users for a specific site. Over the past three months, www.tyson.com had an Alexa traffic rate of 144,242. This rank moved up 34,344 from the last reporting period, which is a sizeable increase.

10

Daily Pageviews Per User

Daily pageviews per user measures the estimated daily unique pageviews of www.tyson.com. This number for the past three months was an average of 2.52 pages, which is an increase of 11 percent. This means that when people visit www.tyson.com, they browse on average two and a half pages on the site. Bounce Rate

The bounce rate measures the estimated percentage of visits consisting of one pageview. Essentially, it measures how frequently users accidentally land on the site and

11

immediately click elsewhere. The bounce rate was 46.5% for the past three months, which decreased seven percent since the last reporting period. The lower the bounce rate, the better, so this is a significant improvement. Daily Time on Site (mins)

The daily time on site is simply the amount of time an average unique visitor spends visiting the website (www.tyson.com). This number, given in minutes and seconds, was 2:21 for the reporting period. This shows an increase of time by seven percent. Top Search Traffic Queries 1. Tyson 10.02% 2. Tyson foods 7.53% 3. Tyson grilled and ready 2.08% 4. Tyson foods inc. usa 1.14% 5. Tyson coupons 1.09% 6. Tyson grilled & ready 0.84% 7. Tyson mike 0.77% 8. Tyson.com 0.62% 9. Tyson bread bowls 0.50% 10. Tyson anytizers 0.47% Upstream Sites Which sites did users visit immediately preceding Tyson.com? 1. Google.com 35.03% 2. Facebook.com 5.33%

12

3. Yahoo.com 4.31% 4. Pinterest.com 3.55% Alexa Summary The traffic report shows that SEO is increasing for Tyson Foods, Inc. and each of the statistics about www.tyson.com is shown to have a favorable increase from the last reporting period. Two of the Upstream sites in particular, Facebook.com and Pinterest.com, show that consumers are using social media to find Tyson Foods, Inc. which suggests that the search results on engines such as Bing, Yahoo! and Google should also reflect this trend. Since they do not, more of a social media presence and SEO must be carried forward. V. Key Publics Stockholders/Investors In April 1963, Tyson made its initial public offering, selling 100,000 shares of common stock at $10.50 each. Tyson Foods, Inc. stock is traded on the New York Stock Exchange under the symbol TSN. Investors and stockholders play an essential role in the companys financial stability and decision-making. Its strategy is listed as, Accelerate. Innovate. Cultivate. A section of the website, www.ir.tyson.com, is dedicated solely to appealing to current and future investors. The top stockholders of Tyson Foods, Inc. are as follows: 1. Vanguard Group, Inc. 5.10% 2. AllianceBernstein LP 3.98% 3. State Street Corp 3.60% 4. Acadian Asset Management LLC 3.17% 5. Columbia Management Investment Adv LLC 2.37% Customers Tyson Foods, Inc. has a variety of customers, many of whom are females between the ages of 25-34 with children. The consumer is what drives product sales, and often, word-of-mouth recommendation can be a driving force for increased sales. Since many products in the meat products industry can be similar, the most cost-efficient company is often the company that receives the most business. Tyson Foods, Inc. must market to its customers that the products it sells are affordable, delicious and healthy. Retailers Several retailers participate in selling Tyson Foods products. The retail channel includes all major grocery chains, wholesale club stores, super centers, regional chains, dollar stores, convenience stores and drugstore chains. Tyson Foods also supplies products to all major national restaurant chains, leading broad-line distributors and on 13

site foodservice venues including hospitals, school cafeterias and military commissaries. Tyson Foods must make sure that this public is particularly satisfied, because without the retailers, the customers will have no way of purchasing Tyson products. Employees Tyson Foods employs more than 115,000 people worldwide, called Team Members. It makes certain to hire employees that live up to the current and future needs of the company. Tyson Foods works to recruit valuable employees from many different avenues, such as through their College Relations Department and their Camo to Khaki program for military servicemen and servicewomen. Team Members are knows as Tysons most valued resource. This public is targeted through employee benefits and through the Team Member Bill of Rights. Food Industry and Financial Regulators Tyson Foods, Inc. must comply with the Food and Drug Administration regulations in producing its products. This makes the FDA a key public in Tyson Foods, Inc.s messaging, particularly in its assertions about the health and safety of their food. Tyson Foods must also comply with the Securities Exchange Commission as a publicly traded company. The company must provide investors with financial and other significant information, as well as abstain from deceit, misrepresentations, and other fraud in the sale of securities, which is outlined in the Securities Act of 1933. Media Tyson Foods, Inc. must use the media as a key public in order to communicate the latest news and information to its consumers and investors. The company does so through its Media Room section of the corporate website. On this page, news releases, video clips, position points, logo guidelines, RSS feeds and facts about the company are provided for the media in an effort to make contact easier. Tyson also provides the contact information for their media contact, Gary Mickelson. This enables an easier method of communication to this key public. VI. Key Messages Stockholders/Investors Tyson Foods has achieved an improved level of performance while navigating global economic challenges, unfavorable market dynamics and often staggering input cost increases. From FY2010 to FY2012 Tyson delivered record sales each year, generated $3.7 billion in operating cash flows, paid down $1.1 billion in debt and reduced interest expense, improved liquidity to more than $2 billion at the end of FY2012 and purchased more than 22 million shares under the share repurchase program. 14

It is crucial for the company to convey to investors and shareholders that while the market is being challenged by droughts in the Midwest and economic challenges, the companys stock is continuing to perform well and is a good investment. Customers Tyson Foods communicates its key message to customers through Core Values. Who We Are o We strive to be a company of diverse people. o We strive to be honorable. o We strive to be a faith-friendly company. What We Do o We feed our families, the nation, and the world with trusted food products. o We serve as stewards of the animals, land, and environment entrusted to us. o We strive to provide a safe work environment for our Team Members. How We Do It o We strive to earn consistent and satisfactory profits for our shareholders and to invest in our people, products, and processes. o We strive to operate with integrity and trust in all we do. o We strive to honor God and be respectful of each other, our customers, and other stakeholders. Along with communicating the quality of Tyson Foods products, the company ensures that the customer is respected by their Core Values. Retailers At Tyson Fresh Meats, were strongly committed to providing our retail and foodservice customers with only the best quality and variety of fresh meat products, backed by unmatched service and support. Tyson Fresh Meats can deliver a customdesigned program and product mix that will satisfy your needs and help you achieve your business goals. Through this subsidiary of Tyson Foods, Inc., fresh meats are provided to retailers with this key message. Tyson Foods consistently guarantees quality-assured, fresh and safe products to retailers for consumer purchase. Employees Tyson Foods, Inc. communicates to its Team Members through the Team Member Bill of Rights, which includes the following elements: 1. The Right to a Safe Workplace 15

2. The Right to Existing State and Federal Benefits 3. Right to be Free from Discrimination and Retaliation 4. Right to Compensation for Work Performed 5. The Right to Information 6. The Right to Understand Information Provided 7. The Right of Choice 8. Right to Continue Training Including Supervisor Training 9. The Right to Adequate Equipment 10. The Right to Adequate Facilities and the Opportunity to Utilize Them 11. The Right to Tell Tyson First 12. Tyson Foods Core Values This Bill of Rights sends the message to employees that they have rights in the workplace and will be respected by Tyson Foods, which is a key message to send to encourage workers to apply and continue working for this company. It shows an appreciation and encouragement for the best employees possible that will continue the companys mission. Food Industry and Financial Regulators We take steps at every level to make sure each product that leaves a Tyson plant meets customers expectations [...] Vertical integration gives us control over every facet of our production process. We own our breeding flock, operate our own hatcheries, work closely with independent contract growers and make our own feed. And, of course, we manage our own processing plants and storage facilities. This message, directed towards both consumers and the food industry regulators, assuages any concerns that the food is not packaged or prepared in a safe manner. The company ensures that the products are produced through a vertical integration process which enables the company to manage the safety and regulations each step of the way. Media Tyson Foods uses news releases, key facts about the company and video clips to communicate through the media. On its website, it does not address the media itself in a key message. VII. Communication Strategies Tyson Food, Inc.s Corporate Website (www.tysonfoods.com) Home Page On the Home Page, there are several features. There is a summary about the company, the current rate of TSN Common Stock is listed, company news, careers and popular topics links: core values, hunger relief, community news and sustainability.

16

The tabs on the top of the page list: Investors, About Tyson, Careers, Media Room, Business to Business, and Contact Us. Each of these tabs has subsections that explore more detail. The page design itself leaves much to be desired. Its clean and easily navigated, but upon searching the websites of Tyson Foods competitors, it is not as pleasing on the eye in comparison. It is very basic. However, the consumer-focused site, www.tyson.com, is a lot more creatively designed and appealing. While this site could be more engaging and pleasing to the eye, it does a good job with the continuation of color schemes and staying updated. My only suggestion would be to include social media links on the home page so that the SEO of social media sites could be increased. Investors This section contains a plethora of information targeted at investors and stockholders. The main page includes an event calendar and news section, as well as the companys description. On the side tab, additional sections include: news releases, reports, webcasts/podcasts, SEC filings, investor presentations, financial statements, stock information, shareholder services, corporate governance, calendar and investor FAQ. These sections very thoroughly cover the investor portion of Tyson Foods. It also indicates that Tyson Foods is a very transparent company, since each of these findings is openly displayed. About Tyson This section opens with the statement: Welcome to the Company information section of our website. Here you will find all sorts of information about our company, and see why we are so proud of who we are and where weve been. Take a tour, and drop us a line to let us know what you think. Thanks for stopping in! This statement adds a friendly and personable touch to the site and invites potential investors, customers and employees to explore the background of Tyson Foods. The main page delves into the generational history of the company, and expands to include company information, sustainability, Tyson community, charitable giving guidelines, products, live production, locations and the Tyson timeline. Clicking the Sustainability tab leads users to a separate website. This website is designed similarly to the www.tysonfoods.com site, and it is clean and easy to read. I think it is a good strategy to direct users to a different site, because it signals to the potential consumer that the company is serious about sustainability.

17

Careers This section leads to the www.tysonfoodscareers.com website, which is designed for future employees. This site is user-friendly and includes the tabs: Home, Professional, Working at Tyson, Driving, Internships, Production and Military. I found it most interesting that Tyson included a Military tab, which shows military testimonials of military-to-civilian work cases. This program, advertised as Camo to Khaki, seems like a beneficial way to encourage former military personnel to join the Tyson family. Contact Us This section includes a search engine for frequently asked questions. A contact for customer service, a link to media sponsorship requests and the mailing address and telephone number for the corporate headquarters. This information is easy to find and very accessible. In all, Tyson Foodss website is clean and easy to navigate. It is very user-friendly. Facebook Tyson Foods has two Facebook pages. The first page, according to Facebook, is automatically generated based on what Facebook users are interested in and not affiliate with or endorsed by anyone associated with the topic. This page has received 69,950 likes, which is a very large and respectable number, but this page has absolutely no content other than the link to the Wikipedia page description. This page is the first that appears for the company in a search, which is embarrassing for the companys social media presence. The other Tyson Foods Facebook page is well maintained, with a variety of posts and content. However, this page has only 603 likes, which is abysmal. The content is interesting and engaging, yet it receives few shares or comments. One example of a post from this page is: Special thanks to our Meals That Matter cook team from Sherman, Texas. They were the first ones to fire up their grills here in Moore, Oklahoma, and will be the last to shut em down when we pack up today. This post included a picture of the grill team. The current Meals That Matter campaign undertaken by Tyson Foods to help the recent tornado victims is an incredible community effort that should be better promoted via social media. Overall, Tyson Foodss Facebook presence is slim and does not receive much customer support. Tyson Foods needs to contact Facebook and remove the automatically generated page, so that users will be directed to the actual company page. Increasing these likes will bring more SEO to the companys social media and will attract younger audiences.

18

Twitter Tyson Foods has a single official corporate Twitter account, and it as 2,838 tweets and 12,614 followers. This accounts biography says, Tyson Foods, Inc., founded in 1935, is the worlds largest processor and marketer of chicken, beef, and pork. Retweets do not equal endorsements. BLOG: TysonHungerRelief.com. This account tweets frequently, using a variety of media. The account tweets at least three times or more per day, depending if there is a scheduled event for the company. Some examples of @TysonFoods tweets include: Get as much education as you can and get a job Dads advice to congresswoman @kyrstensinema #NoKidHungry #inspiring 3 Jun #Content #Strategy very good ideas here for #SocialMedia: Meaningful & provoke emotion see list: #NoKidHungry pic.twitter.com/tcWla3MgG3 This account utilizes Twitter tools such as retweeting followers, using hashtags for increased visibility and responding frequently to followers of the account. It is a very interactive social media tool that is being well used. Tyson Food, Inc.s Blog (www.tysonhungerrelief.com) This blog is maintained to give insight to the efforts of Tyson Foods to help the community. It is designed to raise hunger awareness and unite those already engaged in the fight against hunger. This blog, created in 2007, is a great way to show consumers the companys dedication to national social causes. Hunger is a huge issue facing many populations in our country, and Tyson Foods uses this blog to bring awareness to all the company is doing to combat the issue. It is maintained frequently and showcases many of the companys efforts. This blog needs to be promoted throughout the companys website and not just on its Twitter page. Events/Community Involvement Tyson Foods maintains a strong tie to community hunger relief. The company introduced the KNOW Hunger campaign in early 2011 to raise awareness of hunger in the United States. Tyson Foods also sends food to cities that have been affected by tragedies and natural disasters. In 2011, Tyson sent 77,000 pounds of food to Joplin after the tornado hit. It also sent 100,000 pounds of food to the communities along the Gulf of Mexico after the oil spill. Most recently, it has initiated Meals That Matter, a program for the Moore, Ok. tornado relief efforts. Tyson Foods, Inc. shares its community efforts through a blog, www.tysonhungerrelief.com.

19

VIII. Suggestions Search Engine Optimization Tyson Foods, Inc. should utilize its most frequently searched key words in order to direct more people to the site. Often, people are looking for coupons, so I would suggest offering more company coupons that direct consumers to the website, where they can find more products and become more engaged with the company. I would also gain more followers and likes on social media so these sites would appear higher up on search engines. Social Media Facebook I would suggest that Tyson Foods contact Facebook to remove the automatically generated fan page. This will then direct all user traffic to the companys official page, which will enable the company to receive more likes and interactivity. The page does a good job with its frequency and content of posts, so I would suggest that it continue with the frequent, daily page updates. Twitter Tyson Foods does a good job with its Twitter account. It incorporates outside links, photos, and videos. It often replies to its followers and retweets them, which increases user interactivity. The account tweets multiple times per day, and the follower count continues to increase. Corporate Website I would suggest that the company make its corporate website more interactive and aesthetically pleasing. In clicking some of the links, I was left with sections missing content, which needs to be updated. Particularly the section of Community should be updated, because Tyson Foods needs to showcase their great works within the community in regards to hunger relief. It should also include links to the companys Facebook and Twitter pages in order to increase followers and likes on these pages. Community Events Tyson Foods is very active within the community. I would suggest that it promote its blog, www.tysonhungerrelief.com, more in order to spread the SEO and awareness of the companys beneficial efforts. Smart Phone App I would suggest that the companys next move be the creation of an app for smartphones. This app could show consumers Tyson Foods products, as well as allow 20

them to see which retailers near them carry the products. They could also get easy access to coupons and other deals. In creating this app, it would make information about the company more accessible to the consumer and address the growing mobile technology. This app could be advertised through the website, through small placement on product packaging and through advertisements containing a QR code link to the download of the free app. IX. Bibliography http://www.forbes.com/sites/daniellegould/2012/12/28/2013-food-trends-get-technicalsustainable-healthy/ http://supermarketnews.com/blog/top-10-food-trend-predictions-2013 http://www.google.com/search?client=safari&rls=en&q=tyson+foods&ie=UTF8&oe=UTF-8 http://search.yahoo.com/search?ei=utf-8&fr=aaplw&p=tyson+foods http://www.bing.com/search?q=tyson+foods&form=APMCS1 http://www.tysonfoods.com/About-Tyson/History.aspx http://www.tysonfoods.com/Sustainability/2012/Section-1.aspx http://www.hormelfoods.com http://www.pilgrims.com http://www.smithfieldfoods.com http://investors.morningstar.com/ownership/shareholders-major.html?t=TSN

21

Part Two: Communications Budget I. Introduction On May 20, 2013, tragedy struck in Moore, Oklahoma. An EF5 tornado crossed a 17-mile path of destruction through the city, and at 1.3 miles wide destroyed around 13,000 homes and affected over 33,000 people. Many organizations since have pledged donations to help Moore rebuild and recover, and companies have stepped in to bring in relief, including Tyson Foods, Inc. II. Event Overview Tyson Foods, Inc. began a program through its Tyson Hunger Relief initiative called Meals That Matter to provide relief for families affected by the tornado tragedy in Moore, Ok. Volunteer employees have served over 64,000 meals to residents and relief workers and are working alongside organizations such as the American Red Cross and the National Guard. These services winded down around June 3, as many businesses reopened and many people were going back to work. However, Tyson Foods plans to continue support through giving recent area high school graduates a proper graduation party on July 31 to celebrate their achievements as they head to their future of college or employment. This event will be held at the Will Rogers Amphitheatre in Oklahoma City, Ok. 1,400 high school graduates will be invited to this event, but we expect no more than 1,000 to be in attendance. The event will begin with set up at 9 a.m. and boxed lunches will be served from 11 a.m. through 2 p.m. There will be a local band performing a concert for the students from the beginning of lunch until the end. Backpacks filled with college supplies and vouchers will be provided courtesy of a partnership with Target. III. Personnel Salary and Benefits Tyson Foods has chosen to hire its staff from Moore, Ok. in an effort to further support the community. The public relations team working on this event will oversee the promotions for the graduation party, as well as the event itself. The team will consist of a team leader working within Moore, two public relations professionals and an intern to serve as an administrative assistant. The team will convene from May 31, 2013-July 31, 2013. Salary will depend upon each employees experience, as well as the average annual salary for a professional in Moore. The team leader has been an employee at a local public relations firm for 10 years. According to Salary Wizard online, the mean annual wage for an event planner in Moore, Ok. is $73,359. The two public relations professionals have been working at the same public relations firm for the past five years. The mean annual salary for public relations professionals in the area is $65,858. The intern will be paid an hourly wage of $15. Each salaried employee will receive benefits covering health, social, security and retirement, which sums up 30 percent of each employees salary.

22

The team leader will oversee all members of the team and their duties, making sure details fall under schedule and reporting to the public relations firm the status of the event. One public relations professional will be responsible for all marketing and promotional materials related to the event, both upcoming and on the day of the party. The other public relations professional will be in charge of booking the venue, music and renting and purchasing all supplies. This professional will also direct the Tyson Foods volunteers in setup and breakdown during the event. The intern will handle corporate sponsorship and donations, particularly the partnership with Target and assist the team in any other way necessary. IV. Materials and Supplies Expenses Each employee is using the computers provided at their firm with the Adobe Creative Suite 6 software installed. This software, needed for designing promotional materials, costs $1,299. For the event, the team will need to rent 20 tables at $100 each to place the boxed lunches. 1,200 canned sodas will need to be purchased. Since one dozen cans costs approximately $2.50, this will amount to $250. Tyson Foods will provide the boxed lunches at $5 each, for a total of $6,000. The band will cost $7,500 and will supply the audio equipment. The college supplies packs, provided by Target, will be donated at a valued cost of $30 per pack and totaled at $36,000. V. Venue and Personnel Rates The Will Rogers Amphitheatre costs $50 per hour to rent, which would amount to $250 for 6 hours, including setup and breakdown. This venue requires a $20 key & deposit fee, as well as a $100 security deposit. These deposits are nonrefundable. 12 security guards will be hired to monitor the event at a rate of $40 per hour for a total of $2,880. Volunteers from Tyson Foods, Inc. will be working the event as setup and breakdown staff, as well as food servers. VI. Marketing and Advertising Costs Printing services will be necessary for 500 flyers to be posted around Moore advertising the event, 2,000 brochures to be places in the three area high schools and a banner to be displayed at the entrance of the amphitheatre. Total printing costs are estimated to be $405. A banner for the entrance of the venue is estimated to be $50. Each of these materials will be printed in color and delivered to the Moore public relations firm office in the mail. A billboard advertisement will run four weeks prior to the event in downtown Moore for $15,000 which includes printing and posting. Newspaper advertisements will run one week prior to the event in The Oklahoman for $1,110 for a full daily run and two inches. Other advertising will include social media posting on Facebook and Twitter through the corporate accounts, as well as the Tyson Hunger Relief blog. Posts will be

23

directed towards the Moore, Ok. community followers and users, as well as any local media that will be covering the event. The total event budget is $84,746.50. The following table details the budget line items: Items PERSONNEL Event Planner PR Professional 1 PR Professional 2 Intern Total Salary STAFF BENEFITS Event Planner PR Professional 1 PR Professional 2 Total Benefits MATERIALS/SUPPLIES Adobe CS6 Tables Food boxes Drinks Band rental College supplies packs Total Materials Expenses VENUE Amphitheatre rental Key & Deposit fee Security deposit Security staff Total Venue Fees MARKETING/ ADVERT Flyers Brochures Banner Billboard Advertisement The Oklahoman Ad Total Marketing Costs TOTAL EVENT BUDGET June 6,113.25 5,488.16 5,488.16 2,400 July 6,113.25 5,488.16 5,488.16 2,400 38,978.50 1,833.98 1,646.40 1,646.40 1,833.98 1,646.40 1,646.40 10,253.56 1,299 2,000 6,000 250 7,500 36,000 (in-kind) 15,750.00 250 20 100 2880 3,250.00 45 360 50 15,000 1,110 16,515.00 84,746.50 Total

24

VI. Budget Reduction If Tyson Foods, Inc. management demanded a 20 percent reduction in budget, it would cut $16,949.30 and cap the total event budget at $67,797.20. This cut could be achieved through reducing the size of the billboard to a small advertisement, which would cost $3,000 instead of $15,000. The band could also be eliminated and replaced with a DJ, which would cost $500 to rent for 6 hours and $100 for a projector and screen. This would bring the music budget down from $7,500 to $600, eliminating $6,900 from the budget. This brings the total cost reduction to $18,900, which reduces the budget 22.3%. The new budget would be $65,846.50, and the cost reductions are itemized as such: Item Smaller Billboard Replace Band with Professional DJ TOTAL REDUCTION Reduction 12,000 6,900 18,900

Bibliography http://monster.salary.com/SalaryWizard/Public-Relations-Specialist-III-Salary-DetailsOklahoma-City-OK.aspx http://monster.salary.com/SalaryWizard/Meeting-Event-Manager-Salary-DetailsOklahoma-City-OK.aspx http://mashable.com/2012/04/23/adobe-creative-suite-6-pricing/ http://abbeyrentssf.com/pdf/abbey-pricelist.pdf http://www.samhillbands.com/faq.shtm http://www.okc.gov/parks/rentals/documents/EVENTCENTERPAVILIONINFO201 3.pdf https://bestvaluecopy.com/site/brochure-printing#.Ua8Ui-DtWK9 https://bestvaluecopy.com/site/flyer-printing#.Ua8Um-DtWK8 http://www.halfpricebanners.com/banners_1354506.php?gclid=CLmwtLvczLcCFfHm7 AodQmAAeg http://www.bluelinemedia.com/billboard-advertising http://www.youradsok.com/oklahoman-adportal/retail/static/pricing.html http://www.djforhire.djintelligence.com/availability/index.asp

25