Executive Summary
Alison Sims is the managing director and founder of Paleo Foodies, one of the leading online brands in Australia. Through the brand, she advocates for the consumption of healthy foods. The brand generates its content. It also advertises the content provided by other trademarks operated by like-minded individuals. There is a need to increase awareness around Alison Sims to promote the brand and its activities.
Currently, the founder needs to increase the number of advertisers and sponsors using the services provided through Paleo’s online platforms. To achieve this, she needs to show the target audience that the company has a large following of consumers. As such, Alison should put in place strategies to increase the readership of the content uploaded onto the platforms used to reach out to the public. The objective can be achieved by constantly updating her website. Involving the consumers in the generation of content will increase their sense of ownership about the brand. As such, she will win the loyalty of the readers.
Links to her websites, blogs, and social media pages will be made accessible to increase traffic. Alison will achieve this by adopting search engine optimization technology and promotion campaigns via platforms owned by similar brands.
Situation Analysis
The public relations (PR) campaign revolves around Alison Sims. She owns Paleo Foodies, an online brand promoting healthy eating in the country. She operates her blog, a Facebook page, and a Twitter account. Also, she has an Instagram account that she uses to run her Paleo Lifestyle campaign. The campaign mainly targets internet users and it is exclusively operated on an online platform. However, there are plans to launch a book to enhance the brand’s presence in the market. The book will target readers who lack internet access.
Sims started the campaign using her blog. With her marketing and advertising skills, she attracts approximately 15000-page viewers per month. Her campaign mainly focuses on individuals aged between 25 and 45 years. To increase the brand’s popularity, Sims encourages other like-minded enterprises to advertise on her blog. However, she needs to increase traffic to her blog to attract more advertisers.
SMART Analysis
Sims’ public relations campaign is:
- Specific: The campaign aims to increase public awareness around her and her brand, Paleo Foodies.
- Measurable: It is possible to measure the success of the online campaign through Google trends and tracking the number of page viewers and subscribers.
- Achievable: Her blog has grown into an online brand. The campaign to increase awareness around is likely to succeed as well.
- Realistic: Already, there are over 15000 viewers on her blog. Raising her Facebook page views from 10,000 to 15000 is a realistic goal.
- Time-Bound: Her strategies have timelines to guide the campaign.
SWOT Analysis
SWOT analysis seeks to identify strengths, weaknesses, opportunities, and threats.
- Alison Sims’ major strengths include:
- Her experience of 10 years in advertising and marketing.
- The uniqueness of her brand.
- Weaknesses include:
- A limited budget. Her campaign will depend largely on sponsors and partners.
- Lack of a permanent labor force.
- Overreliance on qualified professionals to access nutrition information.
- Opportunities entail:
- Sims’ potential to attract more followers and increase readership.
- The presence of many online campaign platforms.
- Threats include:
- Stiff competition in the sector.
- Constant innovation from other brands.
Goals and Objectives of the Program
The main goal of the campaign is to increase awareness of Alison Sims and her brand, Paleo Foodies. The objective is to attract more sponsors and advertisers. To increase revenues generated through advertisements, Paleo must increase its popularity significantly by engaging meaningful and economically viable public. Alison’s popularity will play a major role in the campaign. Turning her into a public figure will lead to significant growth of the brand in the coming years.
With increased competition in this field, Sims has to come up with an appropriate and effective PR strategy. Another objective of the campaign is to reach out to potential readers who have no access to online platforms that are currently available in the market. The goal will be achieved through the publication of a book on the Paleo lifestyle.
To accomplish the goals, Alison needs to increase readership, especially in social media and websites. The brand should strive to increase its Facebook community by 50 percent to attract over 15000 people. There should be at least 20000 Facebook page views every week. The number of Instagram followers should also be increased to over 10000. Also, at least two articles should be published in related magazines.
A Detailed List of Publics
The campaign will focus on the following publics:
- Consumers who are conscious of the effects of the food they consume. The individuals in this group are ‘forward thinking’ and highly concerned with the welfare of society. They pay attention to the physical and nutritive characteristics of the food consumed.
- Young individuals who are well-educated and have a great interest in food, adventure, and health. The consumers in this group are those aged between 25 and 45 years. They keep track of trending topics on social media. Besides, they love adventure and are willing to try new healthy dishes.
- Employed persons who pay attention to their eating habits. Although time constraints deny them the opportunity to prepare healthy dishes, they are only interested in visiting stores offering Paleo foods. They make above-average earnings and have the disposable income to use on adventures, such as sampling dishes from different cultures.
Key Messages
Through her social media platforms, Sims encourages people to embrace the best available dishes in the market. The messages are targeted at those people who are conscious about health and nutrition. Also, the Paleo Foodies brand provides these people with information on where to get the dishes. The information is of major benefit to the Australian public. Besides, online channels are accessible to people living outside the country. To this end, it is noted that 10 percent of the individuals reading Paleo blogs are foreigners.
Through Paleo Foodies, Sims helps people to live a healthy life. Research shows that diet has significant impacts on one’s health. Most nutrition-related health problems are associated with the consumption of refined foods. The foods contain preservatives and other chemical substances that are harmful to the health of the consumer. Besides, the nutritional value of such food products is lower compared to their natural counterparts. As such, individuals are advised to feed as nature intended. Fresh vegetables, meat, seeds, fruits, and nuts are good sources of nutrition. Adopting the Paleo lifestyle will go a long way in promoting the health of the individual. Paleo provides readers with information on what to eat and where to get it.
Strategies
The goal of Sims’ campaign is to increase awareness around herself and her online brand, Paleo Foodies. To achieve this, the campaign manager must enhance her visibility and that of the brand in the market. Given that Paleo wishes to promote other brands across social media, Sims must come up with a way to capture the attention of the readers. The campaign can achieve this by regularly updating information on the websites operated by the brand. It is important to ensure that new articles are written regularly. As such, readers will be assured of new content when reading nutrition magazines that the brand writes articles for. Sims should also make sure that topics about Paleo Foodies are always trending. As such, more readers will access the blogs, which will translate to increased advertisers.
To encourage readership, Sims should interact more with the consumers of her blog articles. She should engage with them at a personal level. Close interaction with readers will assist in the establishment of functional ties between the two parties. Consumers will feel appreciated. As a result, they will frequent the websites and blogs on regular basis. The interaction will also make them feel part of the Paleo community. Such individuals are likely to convince others to visit the site. Sims should also engage the viewers of her social media pages at a personal level. For example, she can enquire from them about the elements of the Paleo lifestyle they would want to be covered in the future.
Sims should increase the readers’ access to information. She can achieve this by linking her various websites and blogs, making them more accessible. Having worked in advertising and marketing before, Paleo understands the need for customers to have access to information. The move will check the dominance of the competitors by countering their efforts.
Tactics
A well-calculated action plan is needed to make sure that the strategies formulated by Alison Sims succeed. Regular updating of information about her and the brand will help the founder get the attention of more readers. She can hire the services of additional freelance writers and bloggers to increase the volume and quality of the content generated. The freelancers will help in writing new articles and in updating the old ones.
As a result, readers will have a constant supply of up-to-date information. The content uploaded on the sites should also be interesting to make consumers come back for more in the future. Also, social media pages should be kept active.
Sims needs to be always visible and available online. The move will increase engagements with readers on a personal level. She will be able to receive suggestions from consumers about the topics they need to be covered. The practice will also help break the monotony of content since the suggestions made by readers will be used to create variety. Besides, consumers will feel appreciated. Many of them will frequent the sites to confirm whether or not the issues they had raised have been addressed. In the process, the traffic to the sites will rise. The development will attract more advertisers and sponsors.
Increasing the accessibility of links to different blogs and websites belonging to Sims and Foodies will improve the brand. Sims can achieve this by advertising via other brands sharing a similar stand on healthy eating. Links to her social media pages should be availed in blogs, websites, and other platforms used in advertising her brand. Also, she should make use of search optimization applications. As such, internet users seeking information on healthy eating will view their websites on the first page of their browser.
Conclusion
Alison Sims is the founder and managing director of Paleo Foodies, an online brand. Her activities support healthy eating among the Australian public. She provides readers with information on what to eat and recommends locations from where they can get the dishes. Paleo also advertises other similar brands through its social media sites.
Recommendations
To increase public awareness around her and her brand, Paleo Foodies, Alison Sims should regularly update the information contained in her blogs and websites. The readers should also be involved in the generation of the content. Links to the websites, blogs, and social media pages belonging to the brand should also be made more accessible.
Bibliography
Gueren, C 2014, ‘5 tips for going Paleo’, Women’s Health. Web.
Kallen, B 2013, ‘Meaty topic: before processed foods, cavemen ate a diet rich in protein and veggies, paled-living advocate Mark Sisson thinks they were onto something’, Los Angeles Magazine, p. 7.
O’Brien, D 2014, ‘Danger: eating healthy is important, but not all diets are created equal, especially when it comes to SCI’, Paraplegia News, p. 2.