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PR Plan
12/11/08
Nick Dunne
Nick Dunne | nicholasdunne14@webster.edu | 573.999.7434 | Page 2 | Background
Rosemary’s sales started off as just produce not sent to Produce Row in St. Louis, but as
business grew, the crops eventually were sold exclusively at the farm’s produce stand.
freshly-grown produce,
Farm.
In this same year, founder Rosemary Rombach and relative Jeannie both passed
away, possibly from the stress they felt with the farm under water.
Salvation Army, brought the farm back into business. From then on, the Rombach
family farm has been just as, if not more, fruitful, than ever before. Business
continues to boom every fall with over 1500 visitors daily, carrying on and
other businesses in the Chesterfield Valley area. Shopping malls, restaurants, and other
such businesses continue to pop up all throughout the valley, and commercial developers
Problem: The Rombach family is selling its farmland and relocating to a nearby
plot of land to continue its business. However, the business could potentially suffer and
Objectives:
Stakeholders:
1. Schools
Strategic Plan
Media Relations Campaign: The Rombach Pumpkin Farm is no stranger to the media.
The popularity of the farms has drawn consistent media attention for many years. Getting
the media involved in the moving process will be the best method to get the word out to
The more local media attention we can get, the higher the likelihood of Rombach
Community Relations Campaign: The Rombach Pumpkin Farm has always been a
traditional stop for the majority of people within the Chesterfield Valley, as well as other
Without an appeal to residents of the local community, they may move on to other
alternatives for picking out pumpkins. However, we could make the community feel like
it’s moving with the Rombachs to continue with that feeling of community.
Prizes
Nick Dunne | nicholasdunne14@webster.edu | 573.999.7434 | Page 6 | Strategic Plan
the relocation to the community, there needs to be a general awareness of the Rombach
Farm’s movement. This should be a higher focus on the various forms of awareness
Special Events Campaign: The special events campaign is geared towards all our
audiences, and will be the main focus of attracting people directly to the current location
of the Rombach Farm. These are not to inform people of the move, as that is the function
of the Awareness Campaign. The function of the Special Events Campaign is to draw
audiences to the farm to enjoy the myriad amenities that the farm has provided for so
many years.
Music festivals
Mock-museum
Mid-week events
Nick Dunne | nicholasdunne14@webster.edu | 573.999.7434 | Page 7 | Tactical Plan
Tactics
Media Relations Campaign:
Pre-opening press tour: Bring in local television news stations to tour the
farm before it opens for its final season. May possibly be tied in with
Press Release: Place a press release in St. Louis newspapers, e.g. St.
location.
Designated School Tour Day: Invite local schools out for historical tours
similar to that of the press tours mentioned above. Offer pumpkins and
gourds at a discounted price for kids who pick their own pumpkins from
the field.
Raffle tickets: Sell raffle tickets for prizes, or have a drawing for every
Door prizes: Offer the first 150 visiting groups a voucher for a free
Tactics (cont’d)
Awareness Campaign:
a blog about the current happenings on the farm. This would attract a
would attract a lot of interest, especially from the younger and more
technologically-savvy audiences.
or perhaps every vehicle that enters the roadway up to the farm. Include
St. Louis area. Putting up billboards nearby along I-64/40 for the
the St. Louis Post Dispatch and other local newspapers will get a lot of
Signage: Post signs along Olive St. Rd. and the street of the new location
Tactics (cont’d)
Special Events:
Fall Festival: Continue with the Rombach’s annual fall festival, providing
the same family fun they’ve always provided. Use the methods mentioned
new. The furniture could be arranged so a set path could be made for
1950’s-style clothing and give guided tours through the house, describing
Mid-week Events: In the early evenings, families could gather with their
blankets and picnic baskets and view the “Big Screen on a Barn” or “Bales
& the Big Screen” where a popular movie is projected on the side of a
Invite area schools & media for tours later in the month
Mid-to-Late September:
Continue advertising
Early October:
Opening day: Offer free-pumpkin vouchers for first 150 groups to arrive
Late October:
Evaluation
Success: Success to the Rombach family would be an overall heightened awareness of
their relocating. They also wanted to see an increase of profit due to extra advertising and
promotion.
Measurement: To measure whether the Rombachs were successful with their final
people than normal? How many people took part in the mid-week
many hits has the website or blog received since being published at the