MEMO

To: David Compton and Upper Management

From: Comptons Public Relations Department

Subject: Samuel Nathans Select Campaign Proposal

Date: December 12, 2016

______________________________________________________________________________

Message:

This proposal presents an idea to seize the opportunity of the introduction of Samuel Nathans
Select series of Old World style soups. The new line should significantly impact Comptons
sales, image, and target markets. Our proposed campaign will introduce the new line to our
current audience, as well as encourage our threat consumer to try them out. Our threat
consumer has a higher income and enjoys luxurious tastes. Our new line will target the European
and Asian markets in attempt to expand the Comptons brand. We feel that this new line is a great
way to reach out to consumers that do not normally choose Comptons. Our goal is to make
Comptons the first choice for all consumers, regardless of income and lifestyle. Samuel
Nathans Select provides the classic, Comptons soup tradition with a fresh, new twist.

Operation Literacy will benefit from the success of Samuel Nathans Select soups. The tie-in with
adult literacy is expected to generate $7 million for the program. The campaign and promotions
tie our founders history and values, as well as the Compton tradition into the new line. The
attached proposal outlines all components of the campaign, including our audiences, budget,
timetable, and the ultimate goal.

Thank you for your time and consideration.

 Samuel Nathans Select

Broaden Your Horizons

A Proposal to Implement a Campaign to Promote the New Line of Old World Style Soups

December 2016

Table of Contents
__________________________________________________________________________
Executive Summary ... 1

Situational Analysis ..... 2

Statement of Purpose ..... 3

Target Audiences ... 4

The Plan ......... 5

Timetable ....... 11

Budget .... 12
 Table of Charts & Graphs
__________________________________________________________________________

SWOT Analysis . 2

Hashtag Effectiveness Graphs.... 9

Gantt Chart ... 12

Executive Summary

Samuel Nathans Select is scheduled to be released next month. The new soup line is an attempt
to carve a niche into a new market, namely working adults with more discriminating and exotic
tastes. The soup will carry a higher price tag than Comptons other varieties. The new line was
test marketed in Los Angeles, Chicago, Philadelphia and Miami. In each city the product
received rave reviews for taste and overall quality. The new product line will be produced at a
new plant in White Plains, New York. Comptons will hire 350 workers for the new facility.

World renowned chef Paul Prudhomme was hired to be the spokesperson for the advertising
campaign. Prudhomme is known as one of the premier chefs in the United States and has written
three best-selling cookbooks. He appears regularly of the Food Network and owns K-Pauls
Louisiana Kitchen in New Orleans.

The $20 million national advertising campaign to promote Comptons new line is called
Broaden Your Horizons. The reasoning behind making this famous saying the title of the new
campaign is to unite the old world style and flair of Samuel Nathans Select with Operation
Literacy. Samuel Nathans Select will launch with four varieties: Russian Borscht; Old World
Italian Lentil; Chinese Egg Drop; and Louisiana Surprise. Other varieties are scheduled to be
introduced later. The campaign centers around encouraging consumers to broaden their horizons
from the comfort of their own home. One doesnt need to travel the world to experience the
tastes of other cultures. Samuel Nathans Select soups bring the world to your kitchen. Each
purchase of Samuel Nathans Select soups will allow someone less fortunate to broaden his/her
horizons by furthering his/her education. Fifty cents per can will be donated to Operation
Literacy.

The campaign will feature a mixture of traditional and digital media including: television
commercials, outdoor ad placements and social media promotion. The hashtag
#BroadenYourHorizons will encourage consumers to share their favorite soup flavors on
Instagram, Twitter, etc. Our target audience are working adults ages 28-55 with higher incomes.
The images used in the advertisements are rich, luxurious and elegant. Some variations of the ads
in the campaign will promote Operation Literacy more heavily than others. The European market
as a whole is a prime target for Comptons as it attempts to grow its soup division. Therefore, a
series of ads are purchased in European appropriate spot markets. The ads will contain similar
imagery and the same message as American ads.

1
Situational Analysis
 STRENGTHS
Recent acquisitions of diverse companies
strengthen Comptons portfolio by adding
new product lines and expanding its
geographic reach.
After a brief drop in the stock as a result of an Midwest Bakeries plans to expand into Asia
erroneous story in the NY Times, Comptons
recent growth has propelled the stock to a
record high.
OPPORTUNITIES
A joint venture between Comptons and Chan
Foods in Malaysia, to market Comptons
products in Asia, paves the way for
Comptons to expand into the Asian market.
The European market as a whole is a prime
target for Comptons as it attempts to grow its
soup division.
Comptons acquisition of Gerasco was
considered a good purchase because Germans
eat six times more soup per capita than
Americans.
Situational Analysis (continued)
WEAKNESSES
Prince Georges International Chocolates is
accelerating sales growth in Japan by opening
35 retail stores and outlets this year and plans
to open 20 more by the end of the century.
with a joint venture with Helios Foods. Helios
is one of Asias largest food distributors.
THREATS
Texmate Mexican Foods recently acquired
Chunky Salsa, the #1 brand in the $700
million annual salsa business. Texmate is now
the worlds largest manufacturer of Mexican
specialty foods. It plans to expand into the
European market this year.
Competitive soup market: Campbells,
Progresso, Lipton, etc.)
2
Comptons has great opportunity to expand in European markets. While we are focusing on
creating an international audience, we also will continue to put a strong focus on the American
market. Right now, our current audience are strong buyers of Comptons. This campaign will
continue to target its demographic, and also expand to reach those with higher incomes and more
luxurious lifestyle choices.

Comptons current brand image focuses on the importance of giving back. The brand was
founded on the ideals of tradition, family and quality. Founder Samuel Nathan Compton stressed
the importance of educating the community. Knowledge is a result of hard work, dedication and
desire to improve. Comptons instills these values in its employees and customers.

Comptons Soup Company is deeply rooted in the belief of bettering oneself as an individual.
The company offers many programs and opportunities to its employees nationwide that allow
them to further their education and partake in a variety of certification programs. The
introduction of Samuel Nathans Select is the idea opportunity to generate awareness of
Operation Literacy and reach our prospective consumers. The campaign will also combine a
nostalgic feel with old world style, in honor of founder Samuel Comptons legacy. Maintaining
Comptons image of family, tradition and quality is of utmost importance through this campaign.

Statement of Purpose

This proposal presents a plan to effectively promote Comptons new line of old world style
soups, Samuel Nathans Selects, to both American and European audiences, while raising funds
for Operation Literacy.

3
Target Audience
This campaign will target those who enjoy a family meal, but want to explore their options. They
are tired of the same old soup flavors. They want to try something new, but do not want to have
to go out to a restaurant to do so. They live busy lifestyle, so they enjoy a meal that is convenient
to make for themselves or multiple people.

The target audience for Samuel Nathans Select are adults ages 28-55, specifically women. They
graduated college and have successful careers. They do not typically live in top five media
markets. They are married and have two or more children. Their household income is $150,000
plus. They have lived at their present address for three or more years. They take a vacation once
a year with their family. They have a distinctive taste.

The target audience uses the internet heavily. Their occupations require web usage, so placing
ads online would reach them effectively. They also see outdoor advertisements on their commute
to work and running errands on the weekends. They watch television at night and weekend
afternoons with their families. Magazine ads would also be an effective ad placement.

4
The Plan

Goal #1: To persuade Comptons consumers to purchase the upcoming extended line of soups,
Samuel Nathan Select.

Objective #1: To inform 75% of consumers about the new line of soups and increase
awareness of Operation Literacy by 25%.

Tactic #1: Send our press release introducing the new line of soups and celebrity
chef spokesperson Paul Prudhomme.

Brief Description: Public relations team will send out a press release to the
media and important food industry organizations. Chef Prudhomme and
David Compton will speak on Good Morning America about the launch of
Samuel Nathan Select old world style soups.

Deadline: December 29

Budget: $0

Supervisor: Public Relations Manager Amanda Smith

Evaluation: The success of this tactic will be measured by Neilson viewer

ratings of the Good Morning America segment and positive feedback from
the media.

Tactic #2: Video news release on network prime news will showcase the new line
of soups and Chef Prudhommes K-Paul Kitchen promotional menu items.

Brief Description: K-Pauls Kitchen in New Orleans will add the meal
from the back of the Louisiana Surprise flavored soup to its menu. Fifty
cents of each meal ordered will benefit Operation Literacy.

Deadline: February 10

Budget: $3,000 to create VNR, design special menu for K-Paul kitchen
featuring Louisiana Surprise

Special Requirement: Send production team in Louisiana to film VNR

Supervisor: Production Manager Julia Masse

Evaluation: Track sales of Louisiana Surprise at K-Paul Kitchen 5

 Tactic #3: Operation Literacy campaign and reception for business owners
nationwide.

Brief Description: Operation Literacy will have its own campaign to

promote awareness of adult illiteracy in the modern workforce. A
reception for business owners, organizations and donors is being held at
The Grand in Baltimore, Md.

Deadline: November 10

Budget: $600,000 to rent venue, provide catering, decorations, gift bags

for guests and hotel accommodations for Comptons employees.

Special Requirement: Handicap accessible entrances and vegetarian

options for guests

Supervisor: Event Manager Cary Schumann

Evaluation: Track funds raised at event and sign-up sheet for businesses
joining Operation Literacy.

Objective #2: To expand Comptons collection of soups from traditional, to diverse.

Tactic #1: Paul Prudhomme will embark on a promotional tour to speak about the
new line of soups and its ties to Operation Literacy.

Brief Description: Chef Prudhomme will tour the country with pop-up
style kitchens to promote Samuel Nathan Select. Comptons Operation
Literacy Foundation Team will accompany him to get the word out about
Operation Literacy. The tour will run March through August 2017.

Deadline: August 19

Budget: $3,000,000 to design state of the art pop-up kitchen, provide fresh
ingredients daily, and pay travel expenses for Chef Prudhomme and staff

Special Requirement: Travel and hotel accommodations for staff per city

Supervisor: Event Manager Cary Schumann

Evaluation: Record public turnout per event, have staff ask consumers
about the new product and their experience at the pop-up kitchen.

6
Tactic #2: Launch traditional media campaign (television and radio)
 Brief Description: Television commercials will air for the introduction of
the line. They will feature exotic places out the window of small family
homes in resident areas who are enjoying Samuel Nathan Select soups.
The idea is that a new, beautiful place isnt far from home when you eat
Samuel Nathan Select.

Deadline: October 11

Budget: $12,000,000 to purchase media on various platforms, film

commercials and pay for staff/production expenses.

Special Requirement: Feature product image in each commercial variation

Supervisor: Production Manager Julia Masse

Evaluation: Track rating and frequency of commercials per network,

compare sales before and after campaign.

Tactic #3: Traditional Media Campaign (print media)

Brief Description: Print media and outdoor media (magazines, billboards,

etc.) will feature the tagline broadening your horizons to help broaden
theirs and showcase the Operation Literacy logo to unite the cause with
the new soup line. These ads will vary from different places around the
world, with Samuel Nathan Select soups placed on the ad using the
product as star approach.

Deadline: November 18

Budget: $3,000,000 to purchase print media in various magazines and

outdoor placements, design advertisements.

Supervisor: Public Relations Manager Amanda Smith

Evaluation: Track rating and frequency per advertisement, compare sales

before and after campaign.

7
Goal #2: To involve consumers in the use of the hashtag #BroadenYourHorizon and engage with
Comptons Soup Company across different social media platforms.

Objective #1: To persuade 75% of consumers to interact with Comptons

through Facebook.

Tactic #1: Reach older demographic of digital media users with targeted
Facebook advertisements.

Brief description: Parents can post a picture of their family

enjoying a dinner of one of the new flavors of Comptons Soup
using the tag @SamuelNathanSelect.

Deadline: December 1

Budget: $300,000 to purchase and create targeted Facebook ads

Supervisor: Public Relations Manager Amanda Smith

Evaluation: Track rating and frequency per advertisement,

compare sales before and after campaign.

Tactic #2: Facebook Live video feature

Brief description: Chef Prudhomme will host a Facebook live

video in which he will create a dish using one of the soups from
the Old World product line.

Deadline: December 1

Budget: $0

Supervisor: Production Manager Julia Masse

Evaluation: Track followers, viewers, likes and comments per live

video, compare sales before and after campaign.

8
Tactic #3: Facebook giveaways for interaction with brand
 Brief description: During the holidays, Comptons Soup Facebook
page will be giving away printable coupons when a consumer posts
his/her favorite thanksgiving memory using the hashtag
#BroadenYourHorizons

Deadline: December 1

Budget: $100,000 in giveaways

Supervisor: Event Manager Cary Schumann

Evaluation: Track number of posts per giveaway and two-way

interaction with brand

Objective #2: To persuade 75% of consumers to other digital media to share their
experiences with Samuel Nathan Select using #BroadenYourHorizon.

Tactic #1: Instagram

Brief description: Consumers will be encouraged to share photos

and videos of their experiences with Samuel Nathan Select and tag
friends that would be interested in trying the soups.

Deadline: December 1

Budget: $0

Supervisor: Public Relations Manager Amanda Smith

Evaluation: Track number of hashtag uses

9
Tactic #2: Twitter
 Brief description: The hashtag #BroadenYourHorizons will
dominate the Twitter aspect of the campaign. The fun, clever, and
popular phrase will be used to tag images, posts, and stories of
those who are enjoying Samuel Nathan Select soup, while giving
others the gift of education through Operation Literacy. The tagline
broadening your horizons to help broaden theirs will be written
on photos posted to Twitter by Comptons account.

Deadline: December 1

Budget: $0

Supervisor: Public Relations Manager Amanda Smith

Evaluation: Track number of hashtag uses and follower

engagement

Tactic #3: Utilize Comptons webpage to increase traffic and develop area
specifically for Samuel Nathan Select promotion.
Brief description: Chefs, food critics, and tourists from around the
world will give insight on Samuel Nathans Select in a journal
format on our website. The journal entries will consist of various
entries that give readers insight on tastes, experiences, and cultures
from around the world that inspire the Samuel Nathan Select
soups.

Deadline: December 1

Budget: $30,000 to redesign webpage and hire writers from around

the world to write in the Horizons Journal

Supervisor: Public Relations Manager Amanda Smith

Evaluation: Track number of entries and follower engagement

10
Timetable
Createpressrelease December2

Distributepressrelease December10

Setupproductionforvideonewsrelease January2

Filmvideonewsrelease January20

Airvideonewsrelease February13

Startsocialmediacampaign March3

Designpopupkitchen February11

BeginpromotionaltourwithChefPaul March8

Brainstormtraditionalmediacampaign March9

Createandproducecampaign March15

Aircampaign April6

LaunchOperationLiteracycampaign May3

Prepspokespeopleandstaffforreception June2

Planreceptionandorganizedcor,food,etc. July20

OperationLiteracyreception November30

Releasecustomersurveysonsoups November18

Evaluatesuccessofcampaignandnewlineofsoups December20
 11
Budget

Videonewsreleaseproduction$3,000

OperationLiteracyReception..$600,000

Popupkitchenpromotionaltour.$3,000,000

Traditionalmediaproductionandplacement......$12,000,000

Printandoutdoormediaadvertisements......$3,000,000

TargetedFacebookadvertisements...$300,000

Facebookgiveawaygiftsandgiftcards.....$100,000

Redesignwebpage.$30,000

SUBTOTAL:$19,033,000.00

Contingencybudget:$967,000.00

TOTAL:$20,000,000.00

GanntChart
12